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Beyond The Website. Why a website?. On the high-street, no small business can compete with big retailers in terms of their shop window. On the web every business, regardless of size, has the same shop window – 1 home page. What makes a good website?. What makes a good website?.
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Why a website? • On the high-street, no small business can compete with big retailers in terms of their shop window. • On the web every business, regardless of size, has the same shop window – 1 home page.
What is SEO? • SEO (Search Engine Optimisation) is the process of improving a website’s ranking within search results through a combination of on-page changes (such as creating good headings) and off-page changes (such as gaining links from third-party websites).
Metadata - Title • The title is the single most important metadata to optimise in order to improve a website’s ranking. • The title should include keywords that web users will search to find a business’ products / services. • This title is shown on the web browser tab and in the browser title bar when viewing the web page. • The title is also the main link in a search engine’s results page. • The title is often incorrectly called the title tag.
Metadata – Meta Description • The meta description does not affect a web page’s ranking. • The meta description is often used as the longer description of text that appears in the search result. • It can act as a ‘pitch’ to encourage web users to click through to the web page. • The meta description is often incorrectly called the description tag.
Metadata – Headings • Include keywords in heading elements of your web page. • Keywords that appear within heading elements have a greater effect on relevance than keywords that appear in the body text. • Heading elements are often incorrectly called heading tags.
Metadata – Alt Text • Search engines rely on finding text associated with the images to be able to determine their subjects. • Alt text is intended for human consumption. • Alt text should convey equivalent information.
Keywords • Keywords are the search terms that are related to your business • Select keywords that web users will search to find your products / services. • Include keywords in the Title of your web page. • Include keywords in the body text of your web page. • Ensure to avoid keyword stuffing as this can harm the website’s ranking.
What should my domain name be? • Something short, memorable, and easy to type. • A domain name should be chosen with a human audience in mind • Remember, exact match domain names (domain names with keywords) no longer have an influence on ranking.
Link Building • Link building is the process of gaining incoming links in order to improve ranking. • Natural links – links a website gains as a result of people just deciding to link to it. This is a slow process but are the best kind of links. • Self-created links – links to a website that the website owner can create on other websites. E.g. linking to a website in a comment posted to a blog or social network post. • Ensure not to link exchange (linking to a website in return for a link back). Creating too many of this link building technique can look suspicious and search engines can punish the website.
Empowering the individual • One-to-one marketing • Permission marketing • Segmentation • Personalisation • Relationship Marketing
Email and the Website • Build traffic • Link to relevant pages • Create bespoke landing pages • Questionnaires • Competition entry forms • Quizzes • Events • Newsletter Sign Ups
Relationship Marketing • Questionnaires • Viral • Competition • Games and Quizzes • Welcome • Birthday • Events • Newsletter
Any questions Thank you for listening
