1. An Introduction to marketing your website (Top 10 Tips) By Ann Stanley

3. Anicca Digital Solutions
Anicca Digital Solutions was formed as a web development company in 2004 and became a full digital agency in 2007
We are an East Midlands accredited supplier and carryout work on behalf of Business Link. We are also members of the Leicester Chamber of Commerce and a Google AdWords Certified Partner
In addition to working directly with clients; we have collaborative partnerships with other agencies and technology companies and carryout work for them on a sub-contract basis

5. Top 10 Tips Customers and competitors
Web Design and “Calls for action”
Search engine optimisation (SEO)
Google Maps
Google Merchant Centre for ecommerce sites
Using Google AdWords or pay per click (PPC)
Social marketing - blogs, Twitter, FaceBook, LinkedIn etc
marketing
Integrating your offline and online marketing?
Measuring website performance with Google Analytics?

6. Customers, competitors and objectives

7. Understanding your customers?
Your website look and feel should be designed for your target customers (especially age and demographics)
All customers are consumers at heart – and they will judge you against the sites they like and use - rather than your competitors (the “John Lewis” effect)
If you have more than one type of customer (eg consumers vs trade) make it easy for them to know where they need to go and what they can do on your site
If you don’t meet your customers needs then your competitors will!

8. Target audience - site aimed at parents and kids
This reflects a different design approach.
How does it compare to the traditional views? Which aspects are relevant to your business?

9. Target audience - site aimed at techies

10. Branding – lifestyle & aspirations

11. Branding – lifestyle & aspirations

12. Branding – design & imagery

13. Who are your competitors?
Your competitors are not only the companies that offer similar services to you, they include:
Other companies that compete for your customers’ pounds
Other companies that might appear for the same keyphrases in the search engines
If you are redesigning your website make sure it has a better design and functionality than your competitors - as they may be building a new improved site right now!

14. Indirect competitors are after the “pound in the pocket”!

15. The “Magic Triangle” for getting the best website
Design – first impressions counts
We need to get a balance between these elements
Content – what the site says to the user and search engines
Functionality – what the site does for the user and your business

16. Why is the design and first impression of your website so important?

17. Instant impression of your website!8
SECONDS

18. Example Komodo – effect of design on web results

19. Analytics results

20. Example Britain’s Best Breaks – effect of design on web results

21. Analytics results

22. Examples of “calls for action”

23. Search engine optimisation (SEO)

24. Search engine results Display options Organic or natural results
Universal results – news, shopping etc
Sponsored links - paid

25. How Search Engines Work
A search engine is made of three basic components:
A Spider or Robot
An automated browser, it searches the web for new websites and changes to websites then views the web pages and strips out the text content
A Storage System
or Database
A record of all the pages viewed by the Spider
A Matching Process or Relevancy Algorithm
The rules that tell the search engine how to determine what would be relevant to your search

26. Check your site is indexed?
Do you have keyphrases in your url, title and description?

27. Is my content listed in Google? – No!
These sites have been constructed in Frames and Flash, technologies which can't be indexed (or spidered) by the search engines

28. On-Page Factors
The optimisation process is then a two-stage activity – first, certain elements of the page and its content must be optimised to contain the phrases being targeted (preferably with an accepted “keyword density”). Important page elements are:
Title tag
Meta tags
Use of heading tags, bold and italics to highlight keywords
Alt tags for images
Anchor text of links to other pages
URL of the page

29. Keyphrase density

30. Off-page factors - Linking
An ongoing process of gaining inbound links from other websites must be undertaken, preferably using the chosen phrases in their anchor text (the link text on the page) and from pages/domains with good PageRank and authority (the two are not always directly correlated). This example shows how a page that doesn’t even have the word “failure” in it can still rank first for a search using that term.
Good inbound links:
Come from pages in the search engines’ index
Use your keywords in the anchor text
Are from topically-relevant pages
Are moderated/human-edited
Come from pages with good PageRank

31. Off-page factors - Linking
An ongoing process of gaining inbound links from other websites must be undertaken, preferably using the chosen phrases in their anchor text (the link text on the page) and from pages/domains with good PageRank and authority (the two are not always directly correlated). This example shows how a page that doesn’t even have the word “failure” in it can still rank first for a search using that term.
Good inbound links:
Come from pages in the search engines’ index
Use your keywords in the anchor text
Are from topically-relevant pages
Are moderated/human-edited
Come from pages with good PageRank

32. How to get a local business listing - so you appear next to the map?

33. Local listings – old way the map listings were displayed
Organic results

34. New integrated display of map results

35. Getting Listed in Local Search (Google Place or Maps)

36. Google Maps listing

37. Google Merchant Centre for ecommerce sites

38. Shopping results in main listings

39. Increase in daily traffic due to Merchant Centre
Merchant Centre set-up

40. Using Google AdWords or pay per click (PPC)

41. Pay Per Click in Action 1 2 3 User submits search Listings dynamically
ordered by bid price & relevancy 3
User clicks on paid link, triggering payment to Google
Pay Per Click (PPC) is a search marketing technique that requires you to pay a fee every time someone clicks to your website from an advert displayed in the search engine results. You only pay when someone clicks to visit your site.

42. PPC Account Hierarchy Timber Timber Company Timber Merchant
timber companies
Timber Merchant
timber merchants
builders merchants timber
Timber Supplies
timber supplies
timber supplier
Campaigns (<20)
(set a budget and targeting)
Ad Groups
per campaign
(each has its own ad copy and landing page)
Keywords
3-30 per ad group

43. Choosing keyphrases (similar phrases grouped in ad groups)
Campaign
Brand
Company/Supplier
Products
Ad Group
Timber
Building
Wood
Wood Doors
Wood Windows
BRAND
timber merchant
builders merchants
wood merchants
wood door
wood windows
BRAND timber
timber suppliers
building materials
wood suppliers
wood french doors
replacement wood windows
BRAND decking
timber buildings
building supplier
wood yard
wood interior doors
wooden windows
BRAND engineering
timber yard
building supplies
wood supplies
wooden doors
Wooden window
BRAND building merchant
timber importers
building merchants
hardwood importers
wood exterior doors
wood sash windows
BRAND supplies
timber seller
hardwood merchants
hardwood doors
hardwood window
BRAND windows
Timber company
hardwood suppliers
hardwood supplies

44. Ad Copy Testing By testing ad copy we can get the most relevant ad
Selecting target market by price
Variety of Features
Selling the deal
Brand Qualities Based
Ad Copy
By testing ad copy we can get the most relevant ad
with the highest click through rate –
then Google rewards us with a higher quality score

45. Typical PPC results Glossary
Impressions = number of times your ad is seen
Clicks = number of times searcher clicked on your ad
CTR = click through rate clicks divided by impressions (>2% indicates a more relevant keyphrase and ad combination)
Avg CPC = average cost per click (amount paid when users click on your ad)
Cost = total spent in period (clicks times average cost per click)
Avg Position = Average position achieved in results
Conversions = completed sales or completed registrations
Conversion rate = conversions divided by clicks
Cost per conversion = total cost divided by number of conversions

46. Targeting a specific area (geo-targetting)

47. Social marketing - Blogs, Twitter, FaceBook, LinkedIn etc

48. Building Communities Why? How?
Marketing to a specific target market that uses the platform
Loyalty and referrals – viral marketing
Link building benefits for SEO
How?
Recommendations and Social book marking eg Delicious, Digg
Social Networking for promoting discount codes, events & competitions
LinkedIn, Facebook Group, Twitter profiles
PPC on these platforms (paid social)

49. Social networking for businesses

50. Blog about an event

51. Twitter account

52. Set-up and create panels to follow subjects (Tweet search engine)
Last 100 mentions of “Adwords”

53. marketing

54. Online forms to collect data

55. HTML marketing

56. Email marketing results

57. “MailChimp” email marketing tool

58. Integrating your offline and online marketing?

59. Website

60. Blogging and social marketing to advertise events

61. Flyers

62. Google Analytics

63. Using Google Analytics

64. Traffic sources

65. Ecommerce – differences in conversion rate by traffic source

66. Top 10 Tips Customers and competitors
Web Design and “Calls for action”
Search engine optimisation (SEO)
Google Maps
Google Merchant Centre for ecommerce sites
Using Google AdWords or pay per click (PPC)
Social marketing - blogs, Twitter, FaceBook, LinkedIn etc
marketing
Integrating your offline and online marketing?
Measuring website performance with Google Analytics?

67. www.anicca-solutions.com ann@anicca-solutions.com 01162 986 460
Any Questions?
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