Turbo charge your website

© Lionel Bunting, 2013

Turbo charge your website

Presented by:

Lionel BuntingDirector, Atelier Eighty Two LimitedSenior Lecturer in Marketing, University of Chichester


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Most of us see websites, online marketing & search engine optimisation as this, a jumble of technical stuff but not sure what it all means or does.


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Improve your online presence consider all the off-page activities to raise your profile & generate better quality traffic to your website


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What about all the things you can do on-page Ensure you have relevant page titles, descriptors, header tags, keywords, image tags & text alt, unique content & at least 15% text to image ratio


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AIDAAttentionInterest DesireAction

Cant reach all the consumers out there, need to segment the market and focus on generating suitable visitors & funnel them through to a positive exit point


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Break down the market and focus on suitable segments with specific approach to each segment


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Tailor your off-page and on-page activity to your audience & aim for a concentrated marketing campaign – you might run multiple campaigns alongside each other


What is the title of your story?

What is the description?

Salient points

You have to appear better than the competition – competition analysis to see what they do well and what they do badly, find weaknesses where you can offer a better product/service opportunity

Make sure your story works from keyword searches through title & descriptor with on-page and off-page content to hook the reader & move them on through the site to the desired outcome


Cover

Look relevant

Keyword

Interest

Offer

……click on into the book


Integrate things like social media feeds and shares Become experts with user guides & customer centric with customer reviewsCreate interest & buy in with things like newsletters, freebies and competitions Establishing your credentials – make it easy to find info about you and reason why to do business with you


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A/B Split – trial newsletter or emailer headlines to see which one works the best – e.g. Biggest ever sale or 50% off 100’s of products – send the rest of campaign A to all data list

Write compelling copy – work it from the perspective of the consumer - what's in it for me!

Use landing pages to help tailor content & assess what is more popular/relevant content

Can use A/B splits on your pay per click ads as well


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What are your objectives? Are you aiming to get visitors, do you want sales, do you want them to hit squeeze pages or reach jump off points? Did they hit the target?

Use analytics tools to see how you are doing & if you are achieving your objectives


Use Analytics in combination not isolation

Webmaster toolsKeyword generatorGoogle AdWordsYahoo PPCMajesticSEOSEOmoz Pagerank & nextomn or seoptimer Back link tools

Link & site search eg. link:walkandtravel.com -site:www.walkandtravel.com

Other tools


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Don’t focus just on the on-page aspects of your site give more emphasis to off-page activities


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Focus on sticky content – don’t give up, even if people don’t look at your videos often or read your latest news stories – search engines will be!

Keep clear objective and work towards these – continually review what you are doing and whether the medium is right for your audience


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Lionel Bunting _@atelier82

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Documents

Turbo charge your website