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.

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

Inform

Sell

Exchange

Social Media

Email

Text

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

it’seeze health check

it’seeze health check

it’seeze 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.

Keep monitoring your site’s performance…

… so you can react accordingly

• One-to-one marketing

• Permission marketing

• Segmentation

• Personalisation

• Relationship Marketing

Empowering the individual

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

Relationship Marketing

Any questions

Thank you for listening