Presented to a business audience for UK Trade & Investment.

1. Using the Web to Extend Your
Reach
Garry Neale
garry.neale@impexus.co.uk
www.impexus.co.uk
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2. Why are we here?
• Basic principles of using a website as a
business tool with particular reference to
international trade.
• Appropriate for business managers who:
– develop and maintain their own websites;
– need to discuss their requirements with internal
or external web developers.
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3. Agenda
• Purpose
– Why do I need a website?
• Content
– What goes on my website?
• Presentation
– What will my visitors see?
• Search
– Who will find my website?
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4. Why do I need a website?
“I need a website because….well
…everybody else has one!”
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5. Why do I need a website?
• To promote brand
• To sell product or service online
• To acquire distributors or franchisees
• To advertise product or service
• To build customer relationships
• To provide support
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6. Why do I need a website?
Contact form
Call to
Free download
Action!
Get in touch
Enter draw
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7. Agenda
• Purpose
– Why do I need a website?
• Content
– What goes on my website?
• Presentation
– What will my visitors see?
• Search
– Who will find my website?
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8. What goes on my website?
• Killer not Filler
“Your customers have a small set of words that
summarize what they care about. Find those
words and you’re half way to success.”
Gerry McGovern
• Images where appropriate
• Animation, video, sound.
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9. Agenda
• Purpose
– Why do I need a website?
• Content
– What goes on my website?
• Presentation
– What will my visitors see?
• Search
– Who will find my website?
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10. Unlike the printed page
Your website does not have total control of:
• Fonts
• Choice of browser
• Screen resolution
• Browsing device
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11. Browser Market Share
Source: http://www.netapplications.com
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12. Screen resolutions
Source: http://www.netapplications.com
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13. Average screen resolution, worldwide
Source: Modern Life (http://modernl.com)
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14. Agenda
• Purpose
– Why do I need a website?
• Content
– What goes on my website?
• Presentation
– What will my visitors see?
• Search
– Who will find my website?
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15. What search engines like
• Content created for visitors, not for search
engines.
• Site maps
• Qualified inbound links
• Unique and meaningful page titles
• Unique and meaningful page descriptions
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16. What search Engines don’t like
• Link schemes and automated queries.
• Multiple pages with substantially duplicate
content.
• Keyword stuffing
• Invisible text
• Cloaking
You can resubmit your site to Google
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17. Search Engine Market Share
Source: http://www.netapplications.com
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18. Google market share trend
Share
82%
81%
80%
79%
78%
77%
76%
75%
Source: http://www.netapplications.com
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19. Mobile search Engine market share
Source: http://www.netapplications.com
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20. Search Engine Market Share
Source: http://www.netapplications.com
Source: Enquiro Research
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21. SEO basics
Example: you are marketing your new product
“Lawn Tonic”.
1. Brainstorm for search terms
2. Lawns, lawn treatment, lawn weedkiller, lawn
moss killer, lawn tonic, greener lawn.
3. Google Keyword Tool (or other).
4. Identify top few search phrases.
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22. Results from an SEO tool
Search phrase Monthly average Search phrase Monthly average
lawn killer 5400
lawn 1000000
lawn mowing 5400
grass 550000
new lawn 5400
lawn mower 368000
seed lawn 5400
garden lawn 201000
green lawn 4400
weeds 110000
lawn spreader 4400
lawns 33100
repair lawn 4400
lawn care 14800
lawn and garden 3600
lawn turf 8100
lawn weed 3600
lawn grass 6600
lawn damage 2900
feed lawn 5400
Brainstorm results: Lawns, lawn treatment, lawn weedkiller, lawn moss
killer, lawn tonic, greener lawn.
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23. Using keywords
• Try to include 5 top keywords per 100 words
of page content.
• Create page titles with keywords
• Use keywords to create keyword meta tags
• Use key words to create description meta tags.
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24. Geographic targeting
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25. Using the Web to Extend Your
Reach
Garry Neale
garry.neale@impexus.co.uk
www.impexus.co.uk
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