How to Untangle the Web

Jonathan Guy SEO Professional & Chartered Marketer

Halton & Warrington Business Fair 2015

Thursday 5th November, Select Security Stadium

Marketing is… The management process responsible for identifying, anticipating and satisfying customer requirements profitably. The Chartered Institute of Marketing

How does it all work?

Internet

navigation

Search engines email

web

Google

What is important ?

Understanding your business needs

Knowing what you want to communicate or sell

Having a site that works.

Why does it matter to small business?

Your shop window

Allows you to compete in a wider market

New customers

Existing customers.

Why does it matter to small business?

Product/service information

Online selling

Effective communication and awareness

Biggest growing area of marketing expenditure.

Well planned

Well presented

Accurate and current

Simple

Informative

Easy to navigate.

Making it work – key points

Search option

Quick and easy to use

About us

Contact us – on every page

Images

Bullet points

What clients say section

Privacy policy.

A good web site – example

FREE!

Features & Benefits

More benefits

Simple proposition

What people say

FREE! (again)

Features

Images

Simple bulleted list

FREE! (again)

About Us & Privacy Social

e-commerce

Guarantee section

Returns/refund policy

Security.

Security

Security, guarantees & refunds

How to get started

Think about service users needs

What do you want it to achieve?

Think about text

Do you want an online brochure?

Do you want an interactive site?

Content Length and Ranking

http://blog.serpiq.com/how-important-is-content-length-why-data-driven-seo-trumps-guru-opinions/

For all of these graphs, our content length data does not include any html, css, or javascript, but it does contain the text found in sidebars, which could inflate the data slightly compared to just looking at the main content area.

How to get started

Make sure it reflects your brand

Look at other web sites

What results do you want it to deliver?

How will you measure these?

How much does it cost?

Depends on site and complexity

Level of interaction

No of pages/images

Does not need to be expensive – get a quote.

You decide on the cost £50,000 or £500

Or free….

What next?

Web sites require technical skills

Consider what you want

Write a brief for a designer.

Workshop – design brief

Describe your business in one paragraph

Key objectives

—Selling

—Communication

—Results

Workshop – design brief

Consider

—What makes a good user experience

—Style/brand

—Interactive/static site

—Links to other sites

—How does a web site fit with your other methods of communication?

Remember…

… the web is just one tool in your

market ing k it .

To find out more go to www.cimmarketingexpert.co.uk