16. Content
• Category page copy (hardest pages)
• On domain blog (Wordpress, please)
• Content pages optimised for target keywords
– How to…
– FAQs
– Ideas etc
• Linked to around the site with anchor text
17. Social Media
• Facebook Like & Tweet (or Share This)
• Distribute your content
• Make videos, host on Youtube & embed
– Get a channel
19. How to measure SEO
• Organic search
• Filter: exclude <your brand name>
• Generic traffic is ca. 25%
20. SEO – holy grail?
• Holy Grail at the end of the „long tail‟?
• 3,729 search terms = 55% of sales
• Looking good!
21. SEO – the truth
• 5x increase in generic traffic in 6 months
• Increase from 5% to 10% of total traffic
• But 6% of total sales = lower ROI
• No. 5 “swiss watches” = 400 visits per
month & no sales
• First page for “watches” (negative ROI)
23. Where do visitors land?
Landing page % landings bounce%
Home page 39% 17%
Category page 22% 31%
Product page 19% 56%
i.e.. not on the home page
24. Engaging customers
• New/latest/sale
• Promotions (regular & varied)
• Content (lots of it) & photography (lifestyle)
• Landing pages (category & product pages)
• Navigation
– Get the categorisation right
– Dropdowns (esp. multi-layered)
– Filters (price, colour etc – but caveat)
25.
26. Special case: category pages
• 25-50% of all entrances
• 40-50% of all page views
• Three roles:
– Landing pages
– Routing pages
– Conversion pages (with add to basket)
• Make it work
27.
28.
29. Product pages
• Copy
• Photography
• Call(s) to action / how to transact / service
• What if it‟s not quite the right product?
• What goes with this?
37. What makes a good proposition?
• Desirable products
• Well presented
• Attractively priced
• Securely paid for
• Nicely delivered
• Communicated on every page
38. Persuading folk to buy
• THE SERVICE
–Delivery
–Returns
–Packaging
–Call-centre
46. Make it simple to purchase
• Integrated payments (+ alternate methods)
• No distractions (different header?)
• Language & tone
• Registration or not?
49. Getting them back
• Conversion data
• Surveys/Analytics
• Trigger emails
• Email marketing (once a week now)
• Loyalty schemes
• Catalogues
50. Five fundamentals
1. Agree & quantify business goal
2. Breakdown into key activities
3. Identify metrics for each activity set
4. Define activities to achieve the metrics
5. Measure results
“A goal without a plan is just a wish”
51. Planning taps you can turn
New Returning
customers customers
Visits/traffic sources % increase % increase
Orders/conversions % increase % increase
Average order values % increase % increase
52.
53. Ling‟s Cars £35m
“…On a website, you are competing with
You Tube, porn sites and Facebook. You are
not trying to out-bore your local council
website. So, open the energy taps, eat
sugar and get on with something exciting.
Split testing/focus groups etc, is just a fast
road to the lowest common denominator,
just as you see in politics; boring.”