Optimising your business
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The document outlines strategies for optimizing business through digital marketing, emphasizing the importance of planning and understanding customer needs. It covers website optimization techniques, such as using Google Analytics and Search Console, and highlights the value of SEO, social media, and email marketing for engagement and conversion. The document also suggests tools for SEO analysis and stresses the need to create compelling content that resonates with both users and search engines.
Optimising your business
- 1. Optimising Your Business David Sayce Digital Marketing Consultant www.dsayce.com Papergecko.com
- 2. No Magic, No Silver Bullet (No rabbits out of hats) • Plan it out • Choose benefits over features • Show, don’t tell • Use local-targeted content • Evaluate traffic sources • Focus on the right audience
- 3. Optimising your website for search engines
- 4. Website Audit Start Planning. Develop a strategy inline with your business Situation – where are we now? Objectives – where do we want to be? Strategy – how do we get there? Tactics – how exactly do we get there? Action – what is our plan? Control – did we get there?
- 6. Setup - Google Analytics, Google Search Console • Google Analytics - Track visitors, campaign and actions (sales). • Google Search Console - Get a better idea of how Google views your website. View the details and look out for issues and opportunities • High bounce rate on site • Low CTR (click through rate) from search
- 7. Speed & Security • Google uses any of over 200 attributes to rank your website • Google has confirmed Speed & Security • Use HTTPS across your website • Check your website: 
 https://developers.google.com/ speed/pagespeed/insights/
- 8. Meta Titles & Descriptions • The title element of a web page should be an accurate and concise description of a page's content • The meta description tag is used to summarise a web page's content. Search engines use these to let visitors know what a page is about before they click on it.
- 9. Optimising for Humans v Robots Follow the guidelines from Google, but remember you are dealing with people. Emotion plays a big part It’s not always about ranking in Google!
- 10. Tools to use • Google: Analytics, Search Console • Crawling: Screaming Frog, Sitebulb • SEMrush • Moz …and many more!
- 11. Making your website work for the customerÂ
- 12. Think about want the customer wants • Suggestions can easily be found from Google searches • These can be a guide to what customers are looking for • Also www.infinitesuggest.com or
 http://answerthepublic.com
- 13. Example • Title tag: from a user perspective, very important to optimise. Title tags communicate what the page is all about to users, and are a ranking factor. • URL: from a user perspective, not as important to optimise as title tags and meta descriptions. • Meta description: from a user perspective, very important to optimise. While not a ranking factor, it’s your opportunity to sell people on clicking your result over those above or below it. Get good at telling short stories!
- 14. Improving visitors from Search • Look at the search results, are they compelling, emotional? • Focus on smaller product / service groups • Test the journey as a user, minimise your bias (The Mother Test)
- 15. Promoting your e-business (Search, Social & Paid)
- 16. Search • Spend time working on your SEO strategy • SEO is a long term strategy • The benefits can take 4-6+ months to show, but a strong foundation in search is priceless • High ranking is only good if it is directly improving the business
- 17. Social • Selling can be done through social • …but it is more about amplification • Be where your audience is • Be informative, educational, entertaining • be consistent and keep sales messages to <20%
- 18. Paid • Know your audience • Make sure you already have a strong footprint through organic • Test, test, test. Run multiple small campaigns to target your best audience • Know the system to get the most out of it, be efficient
- 19. Email Marketing • Don’t forget email marketing • 20+ years old • When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. – DMA
- 20. Thank you! Any Questions? David Sayce Digital Marketing Consultant Contact me 07710 01 49 55 hello@dsayce.com www.dsayce.com @dsayce https://uk.linkedin.com/in/dsayce