My talk from Business Inspired

1. Getting The Most From Your
Website
Business Inspired - Frome
Jon Payne, Noisy Little Monkey| February 2013

2. WHO IS THIS DREAMBOAT?
Jon Payne
Over 12 years in Online Marketing
Founder of…
Noisy Little Monkey Ltd
Digital Marketing Agency

3. NOISY LITTLE WHAT?
Noisy Little Monkey Ltd
Search & Social Media Agency
Winner: Best Innovation
Finalist: Best Recruitment Campaign

4. consult
research
traindo
report

5. Who’d Trust A Monkey?
Over 80 businesses, charities and government bodies in Europe, North America & Africa

6. On Page SEO
Off Page SEO
Social Media
Outreach
Conversion
Rate
Optimisation
Techie
Armoury

7. No 1 on Google isn’t the goal today
This is Google’s search page in 2001. Getting no 1 on here was easy.

8. gGetting No 1 on here? Which bit actually is No 1?
Things. Not strings.

9. g
Introducing The Knowledge Graph
http://www.youtube.com/watch?v=mmQl6VGvX-c

10. GOOGLE READS ALL YOUR CONTENT
quality and relevance are key

11. gA site that is accessible makes the web a better place for everyone. This is a good thing.
How does Google determine relevance?
Looks pretty, AND made with code and text = Accessible, good experience
Looks pretty, but is all images.
(Even the words, they are part of the image, as if you’d taken a photograph of a motorway sign).
Not computer readable = Inaccessible, poor experience
The code and text returns below, but this is really, really bad.

12. ghttp://www.noisylittlemonkey.com/top-5-trustworthy-and-free-seo-resources/
How does Google determine relevance?

13. gDon’t change your domain name to match a popular search without setting up 301 redirects first
Domain level indicators

14. gIf your website isn’t built like this, you need to get a new website. Seriously.
Search terms in the file path

15. gThis also shows on Google’s results page, so make it snappy, useful and attract the click!
Search terms in the Page Title

16. gMake sure your site is accessible for blind people – this mustn't be an image!
AND don’t waste the space by saying ‘Welcome to our site’
Search terms in the Page Headline

17. gMake sure your site is accessible for blind people – label all images
Search terms in the Alt Text

18. gUse synonyms and keep it readable for humans. Don’t just stuff search terms in here
Search terms in
the copy

19. gView Source to see it. Right click white space in Chrome / Firefox / Safari and select “View Source”
A Meta Description which ATTRACTS THE CLICK
Becomes this on Google

20. YOUR PAGE MATCHES A SEARCH
when it is good quality and highly relevant

22. g
I don’t know how people search
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia

23. ghttp://www.google.com/trends/
Maybe I can help?
Compare
volumes…
ignore the
numbers

24. g
Thanks, Google!
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia

25. gSearch Demand Curve courtesy of SEOmoz
Aim low(ish). Seriously.

26. On Page SEO
Off Page SEO
Social Media
Outreach
Conversion
Rate
Optimisation
Techie
Armoury

27. g
How does Google search work?
http://www.youtube.com/watch?v=BNHR6IQJGZs

28. g
Links?
The bits of a web page that, when clicked, will take you to another web page or fire off an event

29. g
Internal links
When page a links to page b, page a bestows some of its authority onto page b
www.yoursite.com/page-a
www.yoursite.com/page-b

30. g
Outbound links
You’re saying to your visitors (and Google), “Hey, you can trust this other site, because I do”
www.yoursite.com/page-a
www.anothersite.com/page-b

31. YOU’VE PROBABLY HEARD THIS ONE
“The more links you have, the higher you will rank”

32. g
That’s bull!
http://www.flickr.com/people/oli/

33. g
Inbound links
Cool! So long as this other site is trusted and not nasty / spammy
www.yoursite.com/page-a
www.anothersite.com/page-b

34. g
Reciprocal links
Beloved of ‘SEO’ companies.
Unless there is a ‘real world’ partnership , you could be penalised by Google
www.yoursite.com/page-a
www.anothersite.com/page-b

35. Your
site
BBC
lots of links to it,
so it has lots of
authority
Local Chamber of
Commerce
Few people link to it,
but those that do are
trustworthy Link Farm
Loads of links to it,
but mainly
reciprocal and
quite a few
questionable links
g
Links pass authority
Cultivate links from trusted websites, they pass more authority

36. Your
site
BBC
Local blog
Business
partner
Local
press
Trade
magazine
Local Chamber of
Commerce
g
Links pass authority
A diverse, but relevant, set of linking websites is best

37. g
Don’t waste homepage links
Don’t waste ‘Google juice’ on privacy policy, terms and conditions, etc
www.yoursite.com/index
www.yoursite.com/stuff-the-customer-buys

38. g
Get inbound links to important pages
Your homepage will always rank well, so give deeper, important pages some love
www.yoursite.com/stuff-the-customer-buys
www.anothersite.com/page-b

39. g
I can’t get a link from Auntie Beeb
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia

40. • Links essential to online journalism
• BBC strategy to double outbound links from
10m to 20m a month by 2013
ghttp://www.scribd.com/GuardianTech/d/38963534-BBC-guidelines-for-linking-%E2%80%93-Sept-2010
Au Contraire
Russell Smith
Editorial Development
BBC News Website
@Russell__Smith

41. g
Thanks, Russell!
http://www.flickr.com/people/el_momento_i_sitio_apropiados/
model: su novia

42. • Number 5 on Google UK
• Number 1 on Google UK
• Number 8 on Google UK
ghttp://www.google.co.uk/search?&q=trampolines
Keep it natural
Is this
reflected
on news
sites, social
media,
search
volumes?

43. On Page SEO
Off Page SEO
Social Media
Outreach
Conversion
Rate
Optimisation
Techie
Armoury

44. GOOGLE READS ALL YOUR CONTENT
quality and relevance are key (again)

45. Become A Lebeouf Brand
Be everyflippingwhere
BTW – when you’re in the room, you don’t need to read these bits…

46. Talk about brand loyalty
Turn Customers Into Beleibers

47. It’s So Spreadable
Your audience is already segmented into groups who’ll spread different elements of your message

48. For Market
Intelligence
Learn what people are saying about your brand, your competitors
Respond accordingly

49. Authority
Seed content that gets shared by, mentioned by and links from real people will get you rank on Google

50. More Web Traffic, More Leads, Less Money
Seriously. Investment in intelligent use of social media gives you long term return in terms of
visitors to your site and long term Google ranking

51. IT’S ALL ABOUT THE GRAPHS

52. Doing The Usual
Using Job Boards, adding nothing but jobs to Twitter, Facebook, LinkedIn

53. Getting Imaginative
22% additional unique visits to the website

54. Short Term Campaign
User Generated Content (UGC), well seeded. Genuine interaction with audience.
Seeded with
influencers
online and
offline

55. It’s Bootsy, baby
Feel free to use YOUR FAVOURITE bass player when pitching

56. Keep The Audience Engaged
3 times the traffic

57. • A multi platform approach
– With success on one platform, feeding success on other
channels and platforms
• Engagement with existing customers for brand
loyalty
• The platforms help your message become ‘viral’
• Listen, engage, improve perception of your brand
• Builds the social authority of your brand
• Like good PR, the ROI is often better than ads
• With brand awareness, you’re fishing in a better
pool of potential
Summary
It’s part of the “coms” bit of marcoms. It doesn’t replace marketing, it augments it.

58. Who are the passionate ones?
These will share your content and brand messages. They may not actually be
the people who buy the most, but they’re noisy and have influence over…

59. The silent web visitor… These will visit your site, convert to leads, but are less likely to share
… sometimes members of the press

60. Not always quite as good as the real thing, but often surprisingly good
Which will give you easy, free PR

61. g
Start with at least one…
http://www.noisylittlemonkey.com/confessions-of-a-social-media-sceptic/

62. On Page SEO
Off Page SEO
Social Media
Outreach
Conversion
Rate
Optimisation
Techie
Armoury

63. • REMOVE
• ABSOLUTELY
• EVERY
• BARRIER
– Your contact us button is a barrier.
CRO is super simple
There’s a relatively easy fix…

64. g
Want 10-20% more enquiries?
Conversion Rate Optimisation

65. g
Done.
Pro Tip: Put a simple enquiry form on EVERY page of your website

66. On Page SEO
Off Page SEO
Social Media
Outreach
Conversion
Rate
Optimisation
Techie
Armoury

67. g
• Get good graphs from Google Analytics
• Sign up to Google Webmaster Tools
– Submit an XML sitemap
– http://www.noisylittlemonkey.com/seo-trade-secrets-
generating-sitemap-xml-files/
– Check out what Google thinks of your site and improve it
• Get great advice / data about your sector from
SEOmoz & FollowerWonk
NoisyLittleMonkey.com/Feedback
Take Aways
Give feedback and view a copy of these slides

68. @MrJonPayne
http://gplus.to/JonPayne
Get the slides: www.noisylittlemonkey.com/feedback
www.NoisyLittleMonkey.com/Feedback