Maximising Your Website - Interactive Red
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The document outlines a training agenda for maximizing website effectiveness, covering topics such as site structure, design, content, social media, analytics, and search marketing fundamentals. It emphasizes understanding consumer behavior, the importance of keywords, and effective content creation strategies to enhance online presence and engagement. The training also highlights the need for targeting specific audiences and optimizing websites for better user experience.
Maximising Your Website - Interactive Red
- 1. How to maximise your website Interactive Red Visit Essex Training: 24 June 2015
- 2. Interactive Red Agenda Introduction Driving people to your website Site structure and design Content and social media Analytics and tracking Strategy - conclusions 10.10 – 10.45 10.45 – 11.30 Break 11.45 – 12.30 Lunch 13.15 – 13.50 13.50 – 14.20 Break 14.30 – 15.00
- 3. Interactive Red Introduction: Your presenters Russell Jamieson – Senior Account Manager Russell@interactivered.com Andy Marchant – Account Manager and Insights Specialist Andy@interactivered.com
- 4. Interactive Red Introduction: About Interactive Red Long established company Website design and development Additional services: Pure development SEO and digital activities Consultancy Training Hosting Small company Tourism experience
- 5. Interactive Red Introduction: What we do and How we do it www.interactivered.com portfolio Our typical methodology
- 6. Interactive Red Introduction: About you Brief group introductions: - Name Company or organisation Website What is your role
- 7. Interactive Red Introduction: Your expectations What do you hope to get out of today?
- 8. Interactive Red Activity What do you consider a great website? What makes it great? What can it teach you about your own website?
- 9. Driving people to your website Interactive Red
- 10. Interactive Red Introduction The Challenges Search marketing fundamentals Some theory Strategy - Activity
- 12. Interactive Red Challenges How do you go about driving potential customers to your site?
- 13. Interactive Red Challenges Search behaviour 2.5bn users of Google Search 100bn search queries every month Google internal data
- 14. Interactive Red Challenges The goalposts are constantly moving 40k searches every second 15% of those search queries completely unique
- 15. Interactive Red Challenges The database of intentions is changing ‘WHY’ searches growing 1.5X as fast as for ‘WHAT’ Searches for ‘HOW TO’ have grown 3X in the last three years
- 16. Interactive Red Challenges There were an estimated 12 billion internet-connected devices globally at the end of 2014 Strategy Analytics, Oct 2014
- 17. Interactive Red Consumers take a multi-device path to purchase Challenges
- 18. Interactive Red Challenges It is estimated that 90% of consumers move sequentially between different screens in the same day 56%of mobile users use their browser for local searches www.forbes.com
- 19. Interactive Red Challenges 148.3 million bookings were made online last year and 65% of same-day hotel reservations were made via a smartphone. eMarketer Survey, Sept 2014
- 20. Interactive Red Challenges 18% of total internet users use social media to research and plan travel That number rises to 44% among 16 – 24 year olds ABTA, Consumer Holiday Trends, Sep 2014
- 21. Interactive Red Challenges Self-service and the currency of time: airport luggage, boarding passes, hotel check–ins DIY tourism – plan, travel, tour and book without the human service element.
- 22. Interactive Red Challenges Change is the only constant In December 2014 the total value of contactless payments was 331% higher than the previous December Global wearable tech market expected to reach a value of 19bn dollars in 2018 www.statista.com
- 23. Interactive Red Challenges Search trends are developing Consumer habits are changing Device usage is growing The online user is evolving New technology
- 26. Interactive Red Search marketing Customer journey Route to purchase
- 27. Interactive Red Search marketing Why is search marketing important to you? Presence – more and more people looking for travel and leisure information online Journey – search a key part of the consumer journey Not just for search – applying SEO techniques will also make your website more user friendly
- 28. Interactive Red Search marketing The web is similar to a subway system Search engines crawl to find all the unique stops ( e.g. web pages, PDF, JPG) Links allow search engines’ automated robots, called ‘crawlers’ or ‘spiders’ to reach the billions of interconnected documents on the web.
- 29. Interactive Red Search marketing When a search is performed, results are returned that are both relevant and popular While hundreds of ranking factors influence relevance, search engines typically assume the more popular a page, the more valuable its information. Mathematical equations (algorithms) are used to determine relevance
- 30. Interactive Red Search marketing Search engines actually provide little insight into their complicated algorithms, which are constantly evolving, becoming ‘smarter’ We are provided with best practices for optimisation
- 31. Interactive Red Search marketing What has most impact on search ranking? www.searchmetrics.com
- 32. Interactive Red Search marketing Search Metrics – key findings Content –quality is paramount, contextual approach required, enriched with other media i.e. video and photography Technical page architecture – performance and design Use of keywords Strong social signals
- 33. Interactive Red Search marketing SEO is not just about technical approaches and optimising your website only for search engines Become an authority and project expertise The best approach is to focus on the ‘human searcher’ and their search intent
- 37. Interactive Red Search marketing Organic search The advantages ROI continues to rise over long term Builds brand trust & recognition No direct cost associated with click volume On average organic results receive 90% of clicks #1 organic result drives 33% of clicks Organic traffic produces 35% higher conversion rates
- 38. Interactive Red Search marketing Organic search The challenges Takes time to see results Requires continual upkeep Algorithm changes Increased competition Unachievable on a budget Out of your control There can be only 1
- 39. Interactive Red Search marketing Pay Per Click The advantages Provides instant results Can generate traffic early in a sites launch Protected from algorithm changes Highly targeted You can define a budget and time sensitive ads
- 40. Interactive Red Search marketing Pay Per Click The challenges Expensive/competitive terms Can be very costly is executed poorly Conversion not always leading to ROI Searchers not as trusting of listings People don’t like advertising
- 41. Interactive Red Search marketing Summary Don’t get hung up on position Make the most of your budget Pick your battles Look for relevant and targeted traffic
- 42. Interactive Red Search marketing Keywords Why? Keywords are a fundamental part of how search engines determine relevance and ranking Where? Use your target keywords as part of the indexable content (read by search engines) How? Only work to your advantage if you use them in a natural way, within the context of your content
- 43. Interactive Red Search marketing Target keywords that are… Relevant - specific, focused on your business Likely to convert – in line with audience search intent Popular – receiving high enough traffic volumes Low-competition – focus on your ‘niche’
- 44. Interactive Red Search marketing Long-tail keywords More specific and contain more information about searcher’s intent Focus on relevant terms to your expertise and the specific questions your customers may ask when searching.
- 45. Interactive Red Search marketing Long-tail keywords “Essex break” v “walking holidays in Chelmsford” “Essex restaurant” v “best Italian food Epping”
- 46. Interactive Red Search marketing Google AdWords: Keyword Planner
- 48. The theory behind success Interactive Red – 24th June 2015
- 49. Interactive Red Theory Don’t be distracted by the challenges Stay focused on good marketing principles Don’t get caught up in the detail or numbers Know your customer!
- 50. Interactive Red Theory Many businesses only focus on ‘WHAT’ What will drive people to my website? What social media platform to use?
- 51. Interactive Red Theory The key to achieving long term success is to focus on the ‘WH0’ Who is my key demographic ? Who do I want to be targeting ? Who is my profitable consumer group?
- 53. Interactive Red Exercise Only by clearly defining and understanding your audience you can look to devise a targeted digital strategy
- 54. Interactive Red Exercise Define your target audience/ideal customer Think about their persona, lifestyle, interests, location What are their drivers, motivations & influencers? What are the key words they will be searching for? What are their ‘pain points’ and objectives?
- 55. Interactive Red Exercise Define your target audience/ideal customer What do prospects need before they purchase? Do returning customers have different behaviour to new visitors? How many/what channels do customers typically come from?
- 56. Interactive Red Activity What assumptions are you making about your audience: Their likes What they want What they know That they expect What research or experiments can you run to validate these assumptions?
- 57. Interactive Red Strategy – part 1 Define Audience Motivators Keywords Identify
- 58. Any questions?
- 59. Site Structure and Design Creating beautiful websites that work
- 60. Interactive Red Key considerations Logical structure Responsive Create important content Don’t annoy the visitors Call to action
- 61. Interactive Red Logical Structure Logical hierarchical structure with clean URL’s www.example.com/?p=102 www.example.com/accommodation Technical SEO elements help structure the site so that Search Engines understand your site www.example.com/accommodation/master-suite The site should logically funnel users based on the intent of their visit. Research? Conversion? Interaction? Question? Best results are achieved when audience intent correlates with quality content and logical structure
- 62. Interactive Red Responsive Design Responsive design responds to the size of the screen the site is being viewed on Access to the internet from a mobile is around 60%* Google’s Mobile Friendliness algorithm Continuing the research cross platforms
- 64. Interactive Red Visitor Expectations Understand the intent of the visitors and plan the site around these Visitors expect to be able to find the information they are after on the first visit and with the least amount of difficulty Are there unnecessary steps in the registration or conversion process? Do not try to trick the visitor
- 65. Interactive Red Content Strong content that supports the intent of the audience Do they want FAQ’s or are they interested in the experience of the company. Do they not want to read information in which case imagery is clear selling point
- 66. Interactive Red Content part 2 Strong imagery that is based on what the audience is expecting of the site.
- 67. Interactive Red Dark Patterns “A dark pattern is a user interface that has been carefully crafted to trick users into doing things that would result in more value from the purchase” – Dr Harry Brignull @harrybr
- 68. Interactive Red Dark Patterns part2 Bravo Fly’s Trick Question Easy in Difficult Out Easy In Difficult Out Search Rooms Select Availability Book Rooms ≈ 5 minutes Locate helpline Make a call Get referred to different company Change/ Cancel reservation Up to multiple days
- 69. Interactive Red Persuasion and Calls to Action Social Proof Be clear Answer key questions that may halt conversion Promote USP’s Test
- 70. Interactive Red Persuasion and Calls toAction Social Proof Expert social proof Celebrity social proof User social proof Wisdom of the crowd Wisdom of friends
- 71. Interactive Red Persuasion and Calls toAction Provoke emotion or enthusiasm “Plan your dream vacation” “start your journey now” Be clear with your USPs and proposition Placing the USPs close to the CTA provides reinforcement Make it clear on the page Contrasting colours help Take advantage of “Fear of Missing Out” Is it a time sensitive offer? Are there only limited amount left? Cater for different devices
- 72. Interactive Red Persuasion and Calls toAction
- 73. Interactive Red Persuasion and Calls toAction
- 74. Interactive Red Persuasion and Calls toAction
- 75. Interactive Red Persuasion and Calls toAction
- 76. Interactive Red Activity Create a call to action for one of the following products or service!
- 77. Interactive Red PDF Guide – Advanced Magic Tricks Orthopaedic shoe insoles Dinner with Uri Geller Uranium Ore
- 78. Interactive Red GET ONE NOW ZEBRAS! They’re like black and white horses. 50,000 lions can’t be wrong
- 79. Content social Communicating and engaging with your audience
- 80. Interactive Red Key considerations What is good content? Where to place Scheduling the content Closing the loop Having a voice
- 81. Interactive Red Types of content Good web content is simply content that meets the needs of the visitor and allows you to communicate video images guides ebooks case studies blogs testimonials memes illustrations Infographics All of these types of content can be placed on your own site or on others podcasts social media webinars speeches interviews presentations tutorials white papers newsletters
- 83. Interactive Red Objectives of content creation Decide what you want to accomplish Generate leads? Close sales? Generate interest? Build your brand? Grow a community? Customer support? Become the authority?
- 84. Interactive Red Publishing Platforms Choose the publishing platform for each type of content you are going to create: Wordpress or tumblr as blogging platforms Youtube and Vimeo Blubrry Stitcher and iTunes are great for podcasts PDF ebooks and whitepapers can be published to Amazon
- 85. Interactive Red Content that stands out Content should be a reflection of the core business values, what sets you apart from the competition Style Personality You knowledge of the subject Your unique approach to the core topic Your value proposition
- 86. Interactive Red Understand the paths to communicate Directed traffic Integrated message across platforms Whitepapers Audiobook Podcasts Thought Leadership Social media blog Landing pages Generate Sales
- 87. Interactive Red Activity Each channel should have a unique place in your content marketing strategy, set a goal for each channel you would choose to use. Also consider the tone or speaking style for each channel and whether each channel has a different audience Generate leads Close sales Generate interest Build your brand Grow a community Customer support Become the authority
- 88. Interactive Red Summary Realise your objectives for content marketing and the types of content you can use to communicate your message
- 89. Interactive Red Producing worthy content The challenges we at Interactive Red hear is that companies struggle with: Producing enough content Producing engaging content that gets read.
- 90. Interactive Red Producing worthy content part2 Keep up with the trends Set up Google alerts for your primary keywords http://www.google.com/alerts Set up RSS feeds for a number of industry websites
- 91. Interactive Red Producing worthy content part3 Look for interesting ideas that you can write about Look for gaps in the coverage Think about what you can add to the conversation
- 92. Interactive Red Producing worthy content part4 Coming up with ideas Use the power of Google suggest Use the keyword tool to understand what keywords have significant search volume behind them. Use tools like Ubersuggest
- 93. Interactive Red Keyword Volumes Keyword research will throw up opportunities and ideas for search volumes https://adwords.google.com/KeywordPlanner Keyword Avg. Monthly Searches (exact match only) Total things to do in essex 5400 days out in essex 2400 visit essex 1000 places to visit in essex 1000 places to go in essex 720 days out essex 590 what to do in essex 590 essex days out 480 places to visit essex 260 family days out in essex 210 essex things to do 210 where to go in essex 170 free days out in essex 170 attractions in essex 170 country parks essex 170 cheap days out in essex 140 places to go essex 140 events essex 140 places of interest in essex 140 activities in essex 140 places to stay in essex 140 places to visit in essex uk 110 day out in essex 110 things to do in essex uk 110 holidays in essex 110 country parks in essex 110 family days out essex 90 essex places to visit 90 kids days out essex 90 fun days out in essex 90
- 94. Interactive Red Using social media Social media is a great tool for finding out what works and what is trending and can give a lot of ideas. The idea is to be present to be engaged, engage with the right groups and follow the right people, here’s how; 1. Put your list of keywords in the search boxes on Twitter, Facebook and Google+ 2. Find communities, thought leaders groups and more, 3. Review their content and interact if necessary
- 95. Interactive Red Using social media part2 Generic statements that ring true about the social networks Twitter is good for amplifying your message and growing your audience Facebook is for interacting with your community Google+ is great for creating your own communities and interacting with others (also great for organic ranking) LinkedIn is great for knowledge sharing and building B2B contacts All social networks pose an opportunity to interact with customers whether as another channel for customer
- 96. Interactive Red Selecting Social Channels Don’t try to be active on all social media channels Do competitive research Join and be active in the communities on the different channels You definitely need a Google+ presence This is a good place to increase the authority of the domain Has search marketing benefits
- 97. Interactive Red Content summary Attract and convert wider audience An idea of what to write about and what’s popular Where to place the content Strategy for creating content
- 99. Interactive Red Strategy – part 2 Engaging Sharable Persuasive Content
- 100. Analytics Reading your data effectively
- 103. Interactive Red Analytics Analytics Google Analytics - Free Adobe SiteCatalyst - $5000 p/m IBM Coremetrics – pay based on traffic £500 to £10,000p/m KISSmetrics – $49 - $499 Foxmetrics - $20 to $120 Clicky - Free Tracking Click tale Optimizely Crazy Egg
- 105. Interactive Red Installation Universal analytics tracking code E-commerce variation
- 106. Interactive Red Terminology Dimensions—A dimension is a descriptive attribute or characteristic of an object that can be given different values. Browser, Exit Page, Screens and Session Duration are all examples of dimensions that appear by default in Google Analytics. Metrics—Metrics are individual elements of a dimension that can be measured as a sum or a ratio. Screenviews, Pages/Session and Average Session Duration are examples of metrics in Google Analytics. Sessions—A session is the period of time a user is actively engaged with your website, app, etc., within a date range. All usage data (Screenviews, Events, Ecommerce, etc.) is associated with a session. Users—Users who have had at least one session within the selected date range. Includes both new and returning users. Pageviews—Pageviews means the total number of pages viewed. Repeated views of a single page are counted. Pages/Session—Pages/session (Average Page Depth) is the average number of pages viewed during a session. Repeated views of a single page are counted. Avg. Session Duration—The average length of a session. Bounce Rate—Bounce rate is the percentage of single-page visits (i.e., visits in which the person left your site from the entrance page without interacting with the page). New Sessions—An estimate of the percentage of first-time visits. Goals—Goals let you measure how often users take or complete specific actions on your website. Conversions—Conversions are the number of times goals have been completed on your website. Campaigns—Campaigns (also known as custom campaigns) allow you to add parameters to any URL from your website to collect more information about your referral traffic. Acquisition—Acquisition is how you acquire users. Behaviour—Behavior data helps you improve your content.
- 107. Interactive Red Reporting It gives you the ability to customise the reports based on the information that is important for your business.
- 113. Interactive Red Behaviour part2 Landing pages are the specific pages people land on Exit pages are where people leave the site
- 117. Interactive Red Conversion part3 Step 1 is to decide what your goals are
- 118. Interactive Red Activity Think about the objectives of the site, how is this translated into a goal using Google analytics?
- 119. Interactive Red Conversion part4 How to set up a goal – Step 1
- 120. Interactive Red Conversion part5 How to set up a goal – Step 2
- 121. Interactive Red Conversion part6 How to set up a goal – Step 3
- 122. Interactive Red Advanced Concepts Cross domain tracking A/B Testing Heatmap and usability testing software Calltracking
- 123. Interactive Red Resources Google Analytics Academy https://analyticsacademy.withgoogle.com/ Google Analytics Help https://support.google.com/analytics Avinash Kaushik http://www.kaushik.net/avinash/ LunaMetrics Blog http://www.lunametrics.com/blog/ Analytics Talk http://cutroni.com/
- 124. Strategy formation Summary of conclusions
- 125. Interactive Red Strategy – part 3 Audience Keywords Motivators Engaging Sharable Persuasive Tracking & Analytics Identify Createcontent Evaluate