Presentation from KBB exhibition February 2012

1. Getting the most from your
Website
Presented by
Daniel Rowles

2. Who Am I?
Econsultancy Trainer and Consultant
Trainer/Consultant for IAB and CIM
14 Years experience in digital marketing
Both client and agency side
Clients like Vodafone, BBC, MasterCard, Boots,
DuPont, Warner Bros, Lego, Tesco, John Lewis

3. Domestics 1 Hour
• Websites and User Experience
• Developing and Managing Your Site
• Search Engine Optimisation
• Analytics and Getting the Most from
Your Site
Handouts
Questions

4. Show of Hands?
Has a website currently?
Sells directly through their site?
Search optimisation?
Uses analytics?
Uses Facebook/Twitter for
business?

5. Digital Marketing in Perspective
?
82% of consumers research products before they leave
the house
?
Internet sales grew from 9.5% to 12.2% in 2011
Average website visit duration is just under 3 minutes
?
Average webpage visit is 59 seconds
?
All Stats from http://www.google.co.uk/intl/en/landing/internetstats/

6. Jargon:
Digital Marketing is full of jargon
Common ones:
SEO, PPC, CTR, SEM, IM
Stop me!
Shout out!

7. What Designers Build

8. What Users See

9. Scanning
E or F Petterns
http://www.useit.com

10. Keeping your site legal with good accessibility
Do websites impede the disabled?
“…the provision of goods, facilities and services“
Does the DDA apply to websites?
The Code of Practice specifically mentions
websites
How is it judged?
W3C Accessibility guidelines
www.w3c.org

11. Who has the best alt text?

12. Creating Websites
1. Bespoke development
2. Online Systems
1. 1and1.co.uk
3. Content management systems

13. Wordpress
Highly flexible
Hosted or custom build
Plug-ins
Templates
Wordpress.com
Wordpress.org
http://wordpress.com

14. Search Engine Marketing
Two key options:
Search Engine Optimisation
Pay Per Click

15. PAID
FREE PAID

16. Who do we search with (international)?

18. Which factors are important
There are two factors which are vital to a successful SEO
campaign:
– On page optimisation
– Link building
– Social Signals
18

19. How do Spiders work?
• Read pages
• Follow links on your page
• Place different emphasis on keyword placement
19

20. What’s allowed and what’s not –
black hat vs. white hat
Search Engine User
http://www.mattcutts.com/blog/ramping-
up-on-international-webspam/

21. Keyphrase research

22. TV gorilla: impact on search volume
www.google.com/ins
ights/search/

23. Seasonal Trends

24. “Fitted Kitchen”

25. How many words?
Over 50% of searchers are using keyphrases
with 3 words or longer
Around 30% of users search with 2 word
phrases
Only 13% search with one word keyphrases
Source: e-consultancy

26. Writing for Search Engines

27. Keyword Placement
tles
• P age Ti
L
• UR
ags
• Meta T
1>
di ngs <H
• Hea
ent
y Cont
• Bod
inks
• Text L
s
• A LT Tag
27
27

28. http://jacknadel.co.uk/

29. Page title
Highly important
Need to be unique
Use primary keyphrases
Given greatest weight in SE’s
Match the page content
60 characters or less
Keep important words at the front

30. Search Engine Results Page (SERPs)

31. Good and Bad Page Titles
Same Agency, Same Company, Different
Titles
1 Great, 1 Terrible!
31

32. Body
• Primary keywords in 1st paragraph
• Check keyword density
• Use paragraphs with headings
32
32

33. Text links
Use keyword strong links
Enhances relevance of the target page
Read about Anchor Text
Read about Anchor Text here..

34. Link building
Fundamental part of SEO
Includes internal linking structure within your
site
PageRank should be used only as a guide to
the popularity of you site

35. Link building
Pagerank:
Part of Google algorithm
Quality of links
Reciprocal relevancy

36. Elliance, Inc (2007): www.elliance.com Available at: http://www.bpodr.co.uk/blog/a-quick-guide-to-link-bait

37. Link Bait Example
37

38. Analytics packages
Main approach to web analytics
Page tagging
Common features and terminology shared by
most web analytics packages
Focus today on Google Analytics

39. https://www.google.com/analytics

40. Key measurements
Source of traffic
Search engine, email campaign, direct?
Volume of traffic
Visitors, unique visitors, page views
Quality of traffic
Returning visitors, length of stay, bounce rate
Goal conversion of traffic
Sales, enquiries, advert clicks, sign-ups

41. Traffic sources
Measures effectiveness of marketing campaigns
Search engine rankings
Email campaigns
Offline marketing (direct traffic)
Directory listings
Adwords campaigns

42. Bounce rate
Bounce = visitors who enter and exit site on
same page
Example

43. Time on site
Long time spent on site/ high average page
views per visitor
Positive?
Engaging content
Interested visitor
Negative?
Difficult to navigate
Unclear conversion path

46. Conslusions
Think about what the users wants
Make sure you’re appearing in the search engines
Setup analytics and understand your visitors

47. Thankyou
danielrowles@me.com
@danielrowles
www.targetinternet.com