Presentation on theme: "Beyond The Website. On the high-street, no small business can compete with big retailers in terms of their shop window. On the web every business, regardless."— Presentation transcript:
Beyond The Website
On the high-street, no small business can compete with big retailers in terms of their shop window. On the web every business, regardless of size, has the same shop window – 1 home page. Why a website?
Website InformSellExchange Social Media EmailText
What makes a good website?
Appearance Ease of use Attractiveness Quality of content Function Transactions Exchange of information Traffic SEO Links What makes a good website?
Website Health Check
it’seeze health check
Search Engine Optimisation (SEO)
SEO (Search Engine Optimisation) is the process of improving a website’s ranking within search results through a combination of on-page changes (such as creating good headings) and off-page changes (such as gaining links from third-party websites). What is SEO?
The title is the single most important metadata to optimise in order to improve a website’s ranking. The title should include keywords that web users will search to find a business’ products / services. This title is shown on the web browser tab and in the browser title bar when viewing the web page. The title is also the main link in a search engine’s results page. The title is often incorrectly called the title tag. Metadata - Title
The meta description does not affect a web page’s ranking. The meta description is often used as the longer description of text that appears in the search result. It can act as a ‘pitch’ to encourage web users to click through to the web page. The meta description is often incorrectly called the description tag. Metadata – Meta Description
Include keywords in heading elements of your web page. Keywords that appear within heading elements have a greater effect on relevance than keywords that appear in the body text. Heading elements are often incorrectly called heading tags. Metadata – Headings
Search engines rely on finding text associated with the images to be able to determine their subjects. Alt text is intended for human consumption. Alt text should convey equivalent information. Metadata – Alt Text
Keywords are the search terms that are related to your business Select keywords that web users will search to find your products / services. Include keywords in the Title of your web page. Include keywords in the body text of your web page. Ensure to avoid keyword stuffing as this can harm the website’s ranking. Keywords
Something short, memorable, and easy to type. A domain name should be chosen with a human audience in mind Remember, exact match domain names (domain names with keywords) no longer have an influence on ranking. What should my domain name be?
Link Building Link building is the process of gaining incoming links in order to improve ranking. Natural links – links a website gains as a result of people just deciding to link to it. This is a slow process but are the best kind of links. Self-created links – links to a website that the website owner can create on other websites. E.g. linking to a website in a comment posted to a blog or social network post. Ensure not to link exchange (linking to a website in return for a link back). Creating too many of this link building technique can look suspicious and search engines can punish the website.
Acquire Sign Ups Prospects/email subscribers Convert Welcome strategy Lead nurturing program Conversion program bulk – segmented Abandoned Cart Email (ACE) Grow Behaviour segmentation and targeting Transactional emails Social media strategy Retain Customer satisfaction survey Birthday email Contact frequency adjustment Re-activate Target your inactives Reactivation program Win back program Customer Cycle
The Contact Form
Lists and Databases
Email and the Website Build traffic Link to relevant pages Create bespoke landing pages Questionnaires Competition entry forms Quizzes Events Newsletter Sign Ups
Relationship Marketing Questionnaires Viral Competition Games and Quizzes Welcome Birthday Events Newsletter