using your website effectively october 2013
TRANSCRIPT
Using your website effectively
Develop your presence and sales
By Gyles Seward e: [email protected]: 01274 532278
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The WorkshopUsing your
website effective
lyFive
aspects of Online
Marketing
Intro
Audience
What is
search?
WebsiteLocal
Search
Social Media
Paid Search
What is
Search?
What is search?
The process of looking for content based on a
keyword using a search engine such as GoogleResults provided based on relevancy and priority
which is influenced by Search Engine Optimisation
Search in the UK
The winner is…..
Types of search results
Paid Searc
h Result
s
Local Searc
h Result
s
Organic
Search Result
s
Why is it important?
Of all online experiences begin
with a search engine
93% 75%
Never scroll to page 2 or beyond in the
search results
44%
Of customers start with using a search
engine
434%
Companies that blog have 434% more indexed
pages than those that dont
What makes you appear…
Social Media
Inbound Links
Content
Website
Where do you start?
Audience
Website
Local Search
Social Media
Paid Search
Your Audienc
e
The Audience
1. Age
2. Gende
r3.
Ethnicity
4. Educatio
n
5. Religion
6. Economic Status
7. Sexual Orientatio
n
8. Famil
y
How does your audience search online?
How does your audience browse?
Evaluate your competition…
Social review:
• Networks set up – FB, Twit, G+?
• No. of followers/likes
• Conversations – pro-active
• Type of followers – relevant/location
Website review:
• Professional Design
• Navigation – lots of content?
• Call to actions – easy to contact them?
• Easy to use, find what you want?
Your Website
Planning/Evolving your website
Keywords
Audience
Sitemap
Content
Steps to success…
Sitemap/content – developed
from:
• Keywords
• Audience insight
• Company requirements
Content management system:
• Ensure you can manage
ALL content
• SEO Tools
• Easily upgraded (not
bespoke!)
Social Channels:
• Set up the ones your
audience use:
– Google+
All websites are the same…
Trust marks
• Develop trust -
immediately
• Improve conversions by
80%+
• Faceless confidence
Testimonials
• Humanise the organisation
• Demonstrate real-world
experience
• Excellent content if
syndicated
Your experience
• Your brilliant…tell people
• Your experts…tell people
• ALL content is key!
Local Search
First you need…
Google Places
Google+ Local Business Page
Citations
• Register with online directories e.g. Yell,
Qype, Freeindex
• 1000’s of online directories throughout the
world
• FREE – although you will be bombarded with
phone calls
• Double benefit – your details can be found in
searches!
• Citations need to be consistent (same details
on each one, except the description)
Your Website…checklist
Address – featured in the footer of the site and contact page
Company reg details – in the footer Location/region featured throughout the site Tag images of the local area Social bookmarks – allow people to share your
content Ensure all consistent with off-site references
Social Networks
• The BEST way to reach the
correct audience
• Immediate reactions…real
time
• Spy on the competition
• Build your presence locally
Google+/Linkedin
• Google+ - indexed by Google
and used as a ranking factor
• Linkedin – segment your target
audience and outreach, loads
of free information
• Biggest website in the world
• Humanize a company
• Build a community
• Build a following and drive
traffic to your website
What you can do
ListenCreate
ContentPresen
tBroadca
stRepeat
What is
being
spoken
about on
your
competitors
channels?
Develop
narrative
that is
appropriate
for you and
your market
place
Real time
messages
between
audience
and
yourselves
Participate
in
conversatio
ns and
spread your
story
Continue to
engage and
build your
audience
Benefits of PPC
Speed to market – launched immediately Reach – you define the reach Highly targeted website traffic Testing capabilities – low risk testing Maximize ROI – you control the budgets
Local Paid Search
IP Targeted
Local Phrase Match
Location Defined
Questions
If you need any further help please contact:
Gyles Seward
t: 01274 532278
I will email this presentation to you, if requested.
Please follow us!
http://www.linkedi
n.com/company/e
lementary-digital-
ltd
https://twitter.com/
ElementaryDigi
https://www.face
book.com/
elementarydigital
https://plus.go
ogle.com/u/0/
11155368418
0643963468/
about