using the web in your business updated october 2010 v 2.ppt

8/10/2019 Using the Web in your Business updated October 2010 V 2.ppt

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Slide 1 October 2010version 2

Using the Web in Your Business


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Who is this workshop aimed at?

Potential owner-managers and proprietors ofsmall businesses who have a website and are

looking to optimise returns on their web

marketing investment.

If you are a web designer or have extensiveknowledge of optimising websites you will mostprobably not gain anything from this workshop.

To find out more call 08457 17 16 15

P

O


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The Objective of the Workshop

To provide you with keyinformation that a manager

should know in order to make

sure the time, effort and moneythat is put into your website

delivers effective results.


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This workshop will cover

Planning your website using a Site Map

Design and Layout of your website

Deciding whether to build the website yourself

Functionality and Trading Online

Hosting, domain names and email

Maintaining the site

Preparing for online marketing

Finding the right search engine keywords

Optimizing your website

Pay-per-click marketingSocial Networking

Monitoring and Evaluation


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Planning your Website

main page

page page page page

Introducing The Site Map:

Provides a specification for your website buildEnsures your web content remains focused

Does not have to have lots of pages.


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Who is your target audience?

What are your products & services?

Think about your website visitors:


The Targeted / Matrix Site Map

What will hold them to your

website?

What are they looking for?

What is their thinking pattern?


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Social Networking

Follow on Twitter

Planning your Website What is your audience thinking?

Show Expertise

Talk Forum / Help & Advice

Exact Requirement

Part or product search

Just Browsing

Categories

Impulse Buys

Special Offers and Sale Items

Marketing Mix

Other ways to buy


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How important is design?

Make sure you meet your visitors expectationsGive the right impression

Use images and colours to target your audience type

Dating website (datingdirect.com) IT Website (dell.com)


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Layout, Functionality and Online Payments

Remember Jacobs Lawkeep layout simple

Be aware of barriers to interaction

Forgotten Passwords

Registration is required

If paying online then be aware that

Visitors may be fearful of trusting you

People may not buy on their first visit

Is all of the functionality necessary?


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Home Page

Home &

Home OfficeGaming Business

Government &

Education


The Conceptual Site Map


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The Conceptual Site Map


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We know WHAT to sell

and WHO is buying

Starting telling the visitor

About the product

Start to show

IMAGES

Can you give

PRICES?


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Each page is focused on the type of:

Visitor

Product or Service

We know whatwe are selling to whom

Help to reduce bounce rate

Help to increase conversion rate

Makes SEOmarketingeasier


The Targeted Site Map


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Target Markets & Up-selling

This is a different

Target Market

but some products

are the same.

Show a RANGE ofproducts to help

up-selling.


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The Targeted Site Map


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Look at the site content as a whole

Divide website up into categories

Works well for

Information websites

Products that have options or can betailored


The Thematic Site Map


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www.bbc.co.uk


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HOME

NEWS SPORT TVWEATHER

Business

Politics

Health

Football

Rugby

Tennis

Five day forecast

Terrestial

Satellite

Online


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Lead visitors down a path

Becoming more detailed the further down

your visitor goes.

Powerful in Search Engine Optimisation:

Broad (I want a Ford)

Detailed (I want a Focus ST with Alloys)




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Home Page

Notebooks Desktops Workstations

Gaming

Notebooks

Gaming

Desktops

SOHO

Notebooks

SOHO

Desktops

SME

Notebooks

SME

Desktops

SME

Workstations

Corporate

Notebooks

Corporate

Desktops

Corporate

Workstations

Mikes Cars

Ford Renault

Focus Mondeo Clio Laguna

HireCar

ASBO-

ST

Family

RepMobile

CityCar

VaVaVoom

Estate

Sporty

main page

page page page page


Which Site Map suits your business?


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Site Navigation

You mus t ensure that a

vis i tor to your websi te can

reach the key pages w ithin

jus t a few c l icks

Is the visitor able to see and click to view the rangeof

products and services you offer from any page?

Can the visitor see where they are in the site (e.g. using abreadcrumb trail?)


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How are people accessing your website?

Typing in your domain name

Links on other sites, blogs,social networks etc

Search Engines

Google

Yahoo!

Bing!


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Important to remember

You doneed a home page

Not all your visitors will enter via your home page

Some visitors may never seeyour home page It is likely the home page will never make a sale!


So what about your Home Page?

So we need to

Ensure the design is throughout the website

Allow visitors to navigate freely from any page.


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Summary

Think about your message What are you selling

Who are you selling to

What do your customers want to know?

Think or take advice on design and layout Make the Site Map "path" and "call to action" easy

Ensure people can access key pages within 3 clicks

Its not all about the Home Page

Only write the content after the Site Map is complete


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B ildi Y W b i


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Building Your Website

What are the Options?

Self Build Instant Site

SystemsWeb Designer

B ildi Y W b it


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Self Build

Personal Development

Work to Specification

Purchase software

Learn to use software

Time to build

Get it hosted

Maintain the site

B ildi Y W b it


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Instant Site Systems

May restrict pages

Functionality may be limited

Time to learn system

Hosting

Maintenance

Implications on SEO

Can be a quick fix

B ildi Y W b it


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Choosing the right designer

Explain the specification

Pay for the site

Get it hosted

Maintain the site


Use a Designer

B ildi Y W b it


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Software Costs

HTML Editor

MS FrontPage 2003 (200)

MS Expressions Web (120)

MS Sharepoint Designer (240)

Adobe Dreamweaver (375)

Photo Editor

Paint Shop Pro (50)

Adobe Photoshop (600)

FTP

CuteFTP (30)

B ildi Y W b it


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Finding Web Designs

Portfolio

Technical competence

Web Design skills

Understanding

It will help design and marketing if your product or

service as well as the target market is understood.

Appropriate

Is their style suitable for this market?

Their approach, location, size, price.

B ildi Y W b it


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Prepare an Invitation to Tender

Provide as much information as you can

Check copyright ownership if you are buying atemplate to use

Review the contract

READ the responses they may differ in non-priceaspects.


Getting a Website Quote

B ildi Y W b it


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Management Issues

Accessibility Legal Points Time, Cost &

Quality

These are important no matter whichbuild option you choose.

B ildi Y W b it


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Ensuring Accessibility

Why?

You have a legal obligation

Many customers may have disabilities

It helps greatly with search engine optimisation

How?

Visit http://validator.w3.org

Higher levels of accessibility are available



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Advertising Standards Authority Regulations

Copyright & Intellectual Property laws

Data Protection

Distance Selling Regulations

E-commerce Regulations

Privacy and Electronic Communications

Directive

Website accessibility laws (DDA & WAI)


Regulations & The Law



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Price, Quality & Time

Time

QualityPrice



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Functionality & Trading

Only add functionality that is necessary

Ensure it forms part of your specification

Web Designers v Web Developers

Trade Online via PayPal or similar

Dynamic Coding

Learning and available examples


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Design and Layout of your websiteDeciding whether to build the website yourself



Maintaining the sitePreparing for online marketing



Pay-per-click marketing

Social Networking



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Using a designer

Ask designerit may be included in price

Make sure you understand costs

How will you renew hosting?

What if designer ceases to trade?

Building yourself

Use your functionality spec to work out your needs

Decide which company to use

Buy online, some offer 30 day money back guarantee


Arranging Hosting



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Needed to access your WWW and @

Keep it simple and integrate with SEO keywords

You can own and use more than one.

Check the name you want with a registrar

Types of domains (.co.uk, .com etc) and costs

Ensure that you renew

If purchased on your behalf check it is in your

name.


The Domain Name

U i th W b i Y B i


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Maintaining the sitePreparing for online marketing




Social Networking


Maintaining Your Website


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Why is it important?

Search engine spiders will visit often if contentchanges often

Visitors to your website will continue to return if

they see new content each time

Your company will look active, dynamic and

progressive

You will need to modify prices, products,

services over time

You will need to amend the content to ensure

good search engine rankings



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Web Designer HTML Editor Online Editor

Shopping Cart C.M.S.


What are the options?



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Using a Web Designer

May well charge for every update

Might be possible to buy time in discounted

bundles

Results should be professional, compliant

and done well

May be a delay while the work is done



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If you built the site this is perhaps the most logicalchoice

If not, you will need to buy the software

Gives you full site access (is this a good thing?)

Remember costs, time to learn, time to implement

If editing a site that has been developed for you

check that it is compatible with this approach

Keep in mind how much your time is worth


HTML Editor


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Dreamweaver


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Dreamweaver - Code



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Consider as part of the build specification

Gives users restricted access

Costs approx 200.00

May be an installation or setup fee

Can collaborate with others in your team


Online Editors


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Online Editor


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Online Editor



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Slide 58 October 2010

version 2


Shopping Cart

May come as part of your hosting (eg sharedhosting)

Will include a system for updating pricing,

products etc

Can be customised and added to

Payment Solution Provider may be required

PayPal offers own very easy to set upShopping Cart system.



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Content Management System



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P Planning the website

Building the website

Hosting & Domain Name

Maintain & Update the website

P

P

P

Youre now just about ready to launch

Website pre launch checks


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Website pre-launch checks

Does your site look OK in the major browsers?

Test all buttons and text links

Do enquiry forms submit to you?

Is your website content up to date?

Ensure there are no spelling mistokes. They dont

look veery prefeshional.

Remember building a website IS NOTlike printing abook, you can always update and amend it.

Have you scheduled your first update?


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Achieving Success with


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Nobody can guarantee a listing on a search engine

Google is the most commonly used search engine

Search Engineering is another form of marketing

Even the most highly ranked websites still need to close

the deal

If done well, search engine marketing can give youaccess to an enormous market.

Achieving Success with

Search Engines


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Search Engine Marketing


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Assess the business requirements of website

Research the keywords for the site

Choose the method of Search Engine Marketing

Operate your campaign and make site changes

Evaluate the response from the marketing

Repeat the cycle

g g

The Process



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What are keywords?

How do we choose the correct keywords?

Why do we need to update keywords?

Can we automate the process?

Can we outsource the process?

g g

Introducing Keywords



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Getting the correct keywords is a multi-stepprocess

Begin by identifying the keywords from the

products and services offered on your website

Refer back to your website planning stage

What products do you offer?

What services do you offer? What is your target market?

g g

Begin Choosing Your Keywords



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Yahoo! Search Marketing (Previously Overture) -Search Term Suggestion tool

Gives you an idea of how popular a keyword phrase is

Lists associated phrases that you may want to use

It's available on Yahoo and Its FREE

GoogleUse their Keyword Tool (part of AdWords)

Enter keyword phrase(s) - it will list all variations plus

estimated cost per keyword Other tools are provided by companies such as

Wordtracker (30 per month)

g g

Refine and Extend your Keywords



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Use Googles Keyword Tool to do your keyword research

https://adwords.google.com/select/KeywordToolExternal

There is no charge

Integrates with your Adwords programme

Also access via Adwords home page

g g




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g g



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Stuck for keyword ideas?

Select the industry that you work in;

Tick the keywords that reflect your services;

Read off the keyword suggestions;

Review traffic, competition etc.

g g




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version 2

g g

Demand and Supply

Just like the real world your success relies upondemand and supply of your product

For each keyword

Demand is about ensuring you have the target audience insufficient numbers

Supply is about ensuring you havent got too many

competitors

The demand is created by people searching

Your competitors are companies that have

the same keyword(s) as you.



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For each keyword, use the intitle: command to check

on the number of competitors you have.

The higher the number in the result, the more

competition you have:

g g

What competition do you have?


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Should you be concerned about longer keywords?

Consider the readiness to buy:

car

ford car

ford car colchester essex

ford focus colchester essex new

ford focus silver diesel colchester essex new

The more words we use the more ready we are tobuy (perhaps!)




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Longer search terms many indicate an increasedreadiness to buy

A result with less than 1,000entries means you have a

good chance of getting on the first search engine result

page

A simple way to assess the competition for each

search term

Works on a number of search engines.




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Key Phrase

Google

Searches

Intitle"

CompetitionNew ford focus 19575 126,000

New ford focus st 193 13,700

Focus ford new site uk 102 40,300

New ford focus rs 80 558

New ford focus estate 59 53,200All new ford focus range 42 638

New ford focus convertible 35 25,600

Ford focus new car 34 126,000

Nearly new ford focus 33 17,500

Diesel estate focus ford new 28 705

New and used ford focus 28 86,900

New ford focus prices 27 93,400

220 focus ford new st 9 356

New ford focus st 220 - 8

Prioritise your Keywords



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Ford

Focus

Ford Focus Herts

Ford Focus ST

Ford Focus ST 170

Ford Focus ST 220

Ford Focus Body Kit

Ford Focus Spoiler

The Long Tail



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Keywords need to be researched

Understand what you are selling and who you are

selling to

Use the Web to check keywords with the intitle

command and the Google Keyword Tool.

Keyword Research Companies such as WordTracker

are there to help

Summary of Keyword Research

!



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Search Engine Optimisation



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Search Engine Optimisation (SEO)

Costs nothing (other than your time) to appear in this

listing

May be more trusted by those using the search engine

May take time to start and/or stop a campaign

Although we talk of web siteoptimisation

Each page has its own popularity in search engine terms

Pages share common features (e.g. domain name)



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Search Engine Optimisation (SEO)

For each keyword that you have identified during yourresearch stage

Allocate it to an appropriate page

Aim for no more than 3 or 4 keywords per page

If no page exists for a desired keyword consider creating one

Each page should have at least 1 keyword assigned

The hardest page to optimise is the home page but

do we need to?


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META tags

TITLE of web page

HEADINGS of each page

CONTENT of the page

IMAGES within the page

LINKS within the page

SEO: Positioning your Keywords

Lets look at each in turn



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SEO: What is a TAG?

A TAG controls content on a web page so that itdisplays properly.

For example, each paragraphwould have:

An opening TAG

A closing TAG

Knowing a handful of tags will help you optimise your

website.



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META tags

A META tag is not normally visible

It gives search engines an idea of what a web page is

about

The BBC website home page has the following METAtag content



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Web page title

The page title acts as a good indication

as to what the page is about

Title tags appear at the top left of the

browser, or in the tab you are viewing.



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Web page headings

Page headings are not the same as the page title

There are main headings, sub-headings, sub-sub-

headings etc

Search engines view content headings as an

indication as to what the page is about

Try adding keyword content to your headings.



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Web page Content

Perhaps the most important part of SEO for the

modern search engine

Your content should be relevant to the keywords and

interest that the target audience has.

Lets see an example


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Keyword use in Document


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Web page images

They are important to convertthe viewer once they

have found your page

Each image musthave an ALT tag and possibly a

TITLE tag

ALT tags should be keyword rich.



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Web page Links

Links are important for promoting your web pages

Use link text wisely (never click here)

Internal links

External links

Google Page Rank

Only add links if they add value to your visitorsexperience

Beware link exchange programmes.



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Dont forget to use each page footer in order to make

your page keyword rich

Replicate graphical menu items with text links

Add a sitemap to your web site showing all other pages

Web friendly page names and folder names can be a

help.

Tips and Techniques



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Things to Avoid

Avoid the use of Frames

Check the code to see if your site uses Frames.


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Thi t A id K d S i


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Man :Morning!

Waitress :Morning!Man :Well, what have you got?Waitress :Well, there's egg and bacon; egg sausage and bacon; egg andspam; egg bacon and spam; egg bacon sausage and spam; spambacon sausage and spam; spamegg spambacon and spam; spamsausage spamspambacon spamtomato and spam.Waitress :...spamspamspamegg andspam; spamspamspamspamspamspambaked beansspamspamspam.

Waitress :...or Lobster Thermidor, a Crevette with a mornay sauceserved in a Provencale manner with shallots and aubergines garnishedwith truffle pate, brandy, and with fried egg on top and spam.Wife:Have you got anything without spam?Waitress :Well, there's spamegg sausage and spam, that's not gotmuch spamin it.Wife:I don't want ANY spam!

Man :Why can't she have egg bacon spamand sausage!Wife:THAT'S got spamin it!Man :Hasn't got as much spamin it as spamegg sausage and spam,has it?Wife:Could you do the egg bacon spamand sausage without thespamthen?

Things to Avoid: Keyword Spamming



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Things to Avoid: Delivery Disparities


Thi t A id D li Di iti


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?Keywords only forSearch Engines

Things to Avoid: Delivery Disparities


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Thi t A id L k f C t t


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Things to Avoid: Lack of Content

Every page that you want visitors to see should have

content

Some techniques (like flash and images) cant be read

by search engines

Pages behind login screens etc cant be seen

Gallery pages, video pages should still have text

content.


Thi t A id N i ti P bl


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Mikes Cars

Ford Renault

Focus Mondeo Clio Laguna

HireCar

FAST-ST

Family

RepMobile

CityCar

VaVaVoom

Estate

Sporty

Things to Avoid: Navigation Problems


SEO S


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Understand how you intend to optimise the site

before you build it

Dont fall into the trap of using illegal techniques to

improve your sites ranking

If you intend to outsource SEO you must

understand what they are doing for you.

SEO: Summary



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Social NetworkingMonitoring and Evaluation


Pay Per Click (PPC)


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Pay Per Click (PPC)

Get listed at the top of the search enginein less than 15 minutes!

Googles PPC is calledAdwords

Bing hasAdCenter

Yahoo has Yahoo! Advertising

Lets look at some thingsyou should know before

you start


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Pay per Click | Adwords


Common Mistakes with PPC


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Creating a long list of less than relevantkeywords & key phrases

A lack of keywords in your advert

Directing traffic to your homepage

Using a broad match technique only

Failing to track results

Common Mistakes with PPC



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Social Networking


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Google Buzz

A broad class of web sites

and services that allow you toconnect with friends, family,

and colleagues online, as

well as meet people with

similar interests

Social Networking


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Attract followers or fans

Broadcast your news to people that follow you

Keep in touch with what competitors are doing

Search or advertise for people who need

your services

Offer realtime advice and support.

Some ways that Social Networking can help

your business:



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Monitoring & Evaluation

Can the Search Engines see You?


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Check each of the main search engines

Google

Bing!

Yahoo!

Ask

Use the site: command to see how many pages from

your domain have been indexed.




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Can the Search Engine s see You?




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If your site is not listed

It is possible to submit your site

manually to each of the search engines

It is better to get other sites to link to

your website; it will soon be found.



Web Hosting Logs


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Where to look

Part of your hosting package

Normally accessed via your Control Panel

What to look for?

Unique Visitors & Page Views (not Hits)

ReferrersWho sent traffic to you

Entry & Exit Pages

Web Hosting Logs


Web Hosting Logs


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Web Hosting Logs


Web Hosting Logs


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Web Hosting Logs

Who is referring traffic to you?


Web Hosting Logs


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Web Hosting Logs

Entry & Exit Pages


Webmaster Tools


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Google provide Webmasters Tools to aid website

management

It is free to register and you can add multiple websites

www.google.com/webmasters/tools/ Features

Submit site maps

View how your site is indexed Diagnose problems (why arent my pages indexed?)

Receive advice on page content

See basic statistics on popularity etc

Webmaster Tools


Analytical Software


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Hosting logs view the global information

Analytical software can provide you with far

more detail, on a page by page basis

Analytical Software


Analytical Software


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Shows page by page

which links are being

used and which are not.

Also can be set to show

those links that have the

highest conversion rate.

Analytical Software


Analytical Software


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y

Google

A l ti


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Analytics


Analytical Software


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ClickTracks

You need to download the website log files

Starts from approx 270.00

Google Analytics

Code needs to be added to every page

FREE to use.

Analytical Software


Analytical Software


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Analytical Software

Hot Spot Analysis



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Check that your sites on the Search Engines

Analyse your web hosting logs

How many visits & page views do you get?

Where are they coming from?

Compare to past stats to find any trends.

Monitor your visitors behaviourwhere are they

going? Follow the customer journey



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Preparing for online marketingFinding the right search engine keywords




Next Steps


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Visit the Business Link website for No Nonsense Guides,

information, tools and templates, plus links to other businesssupport agencies -

www.businesslink.gov.uk/east

Contact the Business Link Information and Intelligence Service

for information and research

Speak with an On Line Adviserfor free, confidential and

impartial advice - 08457 17 16 15

Book for other Starting a Business workshops online

www.bookevents.org or call 0845 601 1000

Business Link Workshops


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Book for other Starting a Business workshops:

Business Ideas

Starting a Business - Is it for me?

Planning your business

Managing money & making a profit

Finding and keeping customers

Buying a Franchise

Boot Camp Does your business have the potential of a 500,000 turnover?

Application only in writing or online at www.startupbootcamp.org.uk

Applications reviewed monthly

95.00 two day residential

www.bookevents.org

0845 601 1000

Action Planning


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List three things which you will change or doin your business after this workshop

1.

2.

3.

using the web in your business updated october 2010 v 2.ppt

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