By Stephen HarveyFranklin - PowerPoint PPT Presentation

Title: By Stephen HarveyFranklin


1
How To Make Your Website Work For You

• By Stephen Harvey-Franklin
• T 01484 690 430

2
Key Points

• How To Get Search Engines To Find Your Website
• How To Convert Website TrafficInto Leads Sales

3
Search Engines Point Of View

• Serving good results is their stock in trade
• They dont know what you do . . if you
  dont tell them
• They need to make a judgement between whether to
  listen to you or your competitor
• They hate websites abusing their system
• You can be taken off Search Engines
• If they will black list BMW theyll black list
  anyone gtgtgtgt

4
Getting the Basic Right

• Each web page should be unique
• Your Meta Tags and your page should reflect the
  words that you want to be found on and the
  products or services you offer
• The Meta Tags should be different on each page
  and reflect the content of the page
• Dont repeat the same word too many times
• Be Specific
• Whats All This About Meta Tags? gtgtgtgt

5
Meta Tags

• Meta Tags Are Important to Search Engines and the
  1st step in optimisation
• Title Tags are displayed in the top blue bar of
  your browser
• What to look out for
• If your site has no Title Tags
• If your site has the same tags on each page
• Do Tags actually relate to the pages they are
  describing?

6
What About Meta Tags

• How to Find Meta Tags
• Title very important highly weighted should
  relate to the page
• Keywords, what you want to be found on and
  should relate to the page
• Description, used by some Search engines in the
  results description
• Beware, abuse of Tags can count against you

lttitlegtUK Ecommerce Web Site Design and Services
- WSI-ebizsolutionslt/titlegt ltMETA NAME"Keywords"
CONTENT"ecommerce web site design uk,ecommerce
web design uk,e commerce web design uk,ecommerce
web design services uk,bespoke,bespoke
solutions,medium business internet solutions,e
commerce solutions,ecommerce web design uk,design
ecommerce webs site manchester,ecommerce web
design yorkshire,ecommerce web design leeds"gt
ltMETA NAME"Description" CONTENT"Comprehensive
UK ecommerce web site design solutions for
medium-sized businesses offered by WSI in the
North of England. Bespoke solutions for your
website design and ecommerce web site design
ideas will help you with your UK web design
development."gt
7
What Else?

• Apart from content and meta tagsWhat else is
  important?
• Google Page Rank is Googles view on how
  important each page of the internet is.
• Generally, websites at the top of searches will
  have a rank of 4 depending on competition
• The number of quality links TO your site plays a
  major part in your Google Rank
• Google ranks change every 3-4 months and is a
  medium to long term investment gtgtgtgt

8
Google Page Rank
All pages of all websites have a Google Page Rank
out of 10 It has a lot to do with the quality of
links to your website

• Anyone with 0-2 ranking or anyone with a lower
  rank than their competitors needs help
• Most Top Positions are occupied by 3-5/10
  rankings
• Depends on competition

9
Add Page Rank To Google Bar
10
Alexa Toolbar

• Downloadable from www.alexa.com
• Ranks sites according to estimated traffic
• Use it to benchmark your website against your
  competitors
• Top sites lt1,000,000
• Poor Sites show No Data
• Sites ranked to approx 8,000,000

11
Alternatives to Optimisation

• Optimisation takes time and new sites can get
  overlooked by Google
• Pay Per Click Marketing can be highly effective
• Fixed Fee Marketing Like Kelly Search
• Good for Industrials in particular
• Affiliate Marketing
• Usually need a product to sell and afford a
  commission
• E-Marketing
• Viral Marketing
• E-mail Marketing
• Print
• Expensive so must be carefully targeted
• In all cases assure yourselves of an audit trail
  gtgtgtgt

12
Pay Per Click Marketing

• Sponsored or Paid For Results
• Immediate Results
• Highly Targeted
• Ideal for site launches
• Managed services will include
• bid handling to get the best return on
  investment
• audit Trailed Reporting
• Yahoo, Google MSN
• Ideal for high margin large ticket
  products/services/projects

13
Pay per click How Bids Work

• Generally, the higher the bid the better the
  position
• But the keywords adverts must be relevant to
  the page they are linking to.
• You only ever pay when someone clicks your advert
  to your site
• Take strategic positions to discourage
  competitors raising their bids
• You only spend what you have in your budget
• If your budget is likely to run out, the adverts
  can be spread out to last the month
• Directs search engines to the correct page so
  that advertisements for specific products will go
  to the relevant product page in the least
  possible clicks gtgtgtgt

14
Search Engine Tips

• No Splash Pages Barrier to Search Engines can
  annoy users
• Minimise Use Of Flash definitely No Flash Sites
  
• Google cant read most flash sites
• Use A Comprehensive Site Map
• Dont over use keywords
• Keep your site shallow
• Look at what your competitors do gtgtgtgt

15
Usability

• Navigation Top Left
• Not right as this can be lost if browser window
  not maximised
• Products Listed on the Left
• Provides browse-able links for search engines
  shows visitors what you do what ever page they
  land on
• Most people do not enter a site via the home page
  anymore
• Do not write your website like a print brochure
• Dont try too hard to entertain unless you are an
  entertainer
• Even if entertaining 1st time 10th time will be a
  pain gtgtgtgt

16
Conversion

• Make sure you plan your landing pages from your
  marketing campaigns
• Self Identify the user or the problem or
  opportunity
• Show the Solution
• Every Page Needs A Call To Action
• Click, call, buy, add, download!
• Put Phone Number Big on Every Page At The Top of
  the Page gtgtgtgt

17
Before We Finish

• A Quick 60 second critique of a website
• To demonstrate how you can critique your own site
  and your competitors

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60 second critique

• Google rank OK but wasted on poor optimisation
  Leading to low traffic rank
• Meta Tags under utilised and not specific to
  business
• Wasted opportunity to list products and services.
  Should be listed on the left
• In site scrolling, can confuse search engines
• Logo Lost to the right
• No site Map
• Doesnt identify issues
• No prominent phone number

19
About WSI

• WSI have over 1,500 offices globally
• Are strategically partnered with IBM
• The 000s of sites produced each year give us
  price economies of scale
• Offices are owned and run locally
• My office is ranked in the top 50 globally
• 12 global development centres
• Microsoft Accredited

20
Why Are We Different

• There are 000s of so called web design
  companies,
• We are not tied into any specific technologies,
  we can programme in any language if required
• Only a few web design companies perform search
  engine optimisation
• We are accredited members of SEMPO and qualified
  by Google
• I know of no other web companies that have real
  life experience in e-commerce
• I have been Chief Exec or Managing Director of 3
  companies between 1996 2003
• All grew by over 70
• Turnovers ranged from 10m to 25m
• We now own and are growing our own live
  e-commerce gifts brand www.Gifts-2-Go.co.uk
• This is our real life testing ground
• So we are not really webs designers.
• We are Internet Consultants We can
  advise and implement in any technology on any
  aspect of the internet

21
Results

• Coda PLC
• www.coda.com
• Global SEO, PPC, link building and online PR
  campaign for this demerged PLC. Currently their
  page rank is 7/10
• Accor Group
• www.novotel.co.uk www.ibis.co.uk
  www.sofitel.co.uk
• Running several PPC Google campaigns, highly
  successful obtaining sold rooms for every 2.50
  spent with us
• PDQ Lifting
• www.pdqlifting.co.uk
• 1st on Google for key phrases like Lifting gear
  Huddersfield and regularly in the Google PPC
  adverts
• TNO Cleaning
• www.tnocleaning.co.uk
• Top on Google for key terms like Kitchen Deep
  clean Yorkshire
• 5th on Google Kitchen Deep Clean
• Banana Moon Workshop
• www.bananamoon.co.uk
• Running an extensive Google and yahoo campaign in
  a highly competitive market place 5th on Google
  personalised polos 1st on Yahoo

22
Testimonials

• Client Name Accor Group Industry Hotels
• WSI set up PPC activity at selected Novotel and
  Ibis hotels in the UK. Never having engaged in
  this type of activity before, we didn't know how
  it would work or the results we could expect, so
  we relied on WSI's expertise in the area. Our
  Internet Consultant set up some very targeted
  campaigns with specific keywords and really
  refined our messages to maximise click-thus to
  our website. WSI were extremely helpful and
  ensured the campaign maintained momentum and gave
  us good results
• - Helen Sundaram, UK Marketing Manager Novotel
• Client Name TNO Cleaning Industry Cleaning
  Services
• Website www.tnocleaning.co.uk
• Thank you very much for all your help with the
  web site.... very busy at the moment, just got
  another big job down in London via our web site."
  
• - Nick D'Agostino, Owner

23
Questions?
24
Contact Details

• Stephen Harvey-Franklin
• WSI Internet Consulting
• The Old Post Office
• Burnlee Road
• Huddersfield
• HD9 2PS
• dd 01484 690 430
• e steve_at_wsi-ebizsolutions.biz
• w www.wsi-ebizsolutions.biz