A half-day workshop presentation looking at search engine optimisation for small to medium-sized businesses.

6. The 2 most common questions I don’t think my website’s working for me, what can I do? How do I get more people to visit my website?

7. 1 Answer How is your website performing right now?

8. Everything on the internet can be measured You just have to know how If it can’t be measured – it’s probably not worth doing

10. www.google.com/analytics

11. www.google.com/webmaster

12. Low conversion % - then let’s look at your site

13. The Rudiments The right name

14. Choosing a name – The Good www.diy.com www.blogger.com www.itv.com www.wispa.co.uk www.formula1.com www.tesco.co.uk

16. Choosing a name – The Ugly www.speedofart.com

17. Choosing a name – The Ugly www.whorepresents.com

18. Choosing a name – The Ugly www.penisland.net

19. Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling and relevant content?

20. Does it Grab the Attention? A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION

21. Great conversion % - then let’s look building visitor numbers

22. Delivering traffic to your website

23. Why Optimise your Site?

24. Why Optimise your Site? Fewer than 50% of Google users go beyond page 1 Less than 10% go beyond Page 2

28. Not yet…. go and register with DMOZ first www.dmoz.org

30. 90% of searches conducted on top 4 search engines Google 72% Yahoo 12% Bing 10% Ask 4%

32. What’s the big secret? Probably the most important content on your web site

34. Google Keyword tool

35. Where do they go?

37. Where to place Keywords Page Content

41. Page Title Description Meta Tag Web Address Key phrase searched on

44. Link popularity

45. Are you registered?

48. Probably the greatest marketing opportunity known!

49. PPC Results

51. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 1p

52. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2nd ad on page Bid 20p per click Pay 1p

53. Pay per Click – How it works 1 st ad on page Bid 30p per click Pay 3p 2 nd ad on page Bid 20p per click Pay 1p 3 rd ad on page Bid 50p per click Pay 5p

55. Pay per Click – How it works CTR 1.5% 1.5 x 30p = 45 Pay 3p CTR 3% 3 x bid 20p = 60 Pay 1p CTR 1% 1 x bid 50p = 50 Pay 5p The impact of Quality Score 1 st ad 2 nd ad

57. Pay per Click – Champion & Challenger 53% 1085 22,849 4.75% 47% 476 20,262 2.35%

58. What else is there?

60. Email Marketing

62. Why Email Marketing? It’s Not Expensive

64. Why Email Marketing? It’s Effective

65. Why Email Marketing? Sector Sent Delivery Open Rate CTR Response B2C Acquisition 100% 91% 29% 27% 6% B2C Retention 100% 91% 32% 28% 12% B2B Acquisition 100% 88% 32% 25% 4% B2B Retention 100% 90% 37% 30% 13% Source – DMA Email Marketing Benchmarks Survey

66. Why Email Marketing? It’s Easy

72. Viral Marketing – How & Why 20 400 20 x 20 400 x 20 8000 400 x 20 160,000 160,000 x 20 3.2m

73. Viral Marketing

77. Blogging – Where www.blogger.com www.wordpress.com www.typepad.com www.movabletype.com

78. Social Networks Business Networks

79. Facebook IS Shirley Crabtree

81. TWITTER

82. Twitter – Micro Blogging or Social Networking

85. Your Video Video Marketing

86. What the heck is Social Media?

88. Guerrilla E-Marketing 30 September 2010 – N. Wilts Guerrilla e-marketing Join the r-evolution

90. Support and Advice Andy Poulton Business Link www.businesslink.gov.uk/southwest 0845 600 66 99 T: 01793 20 80 99 M: 07966 547146 E: [email_address]

93. Support and Advice Andy Poulton Business Link T: 01793 20 80 99 M: 07966 547146 E: [email_address]