A presentation designed to help improve your website performance and drive online business.

1. Online Insights:
How to analyse your business performance
and improve your position online
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

2. About Me
Anthony Tattum
Managing Director
Big Cat Group
@anthonytattum
a.tattum@bcguk.com
0121 200 0910
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

3. About Big Cat
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

4. Search Engine Optimisation
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

5. SEO: What is it and why is it important?
SEO, Search Engine Optimisation, is the
process of improving and promoting
your website to increase the amount of
relevant traffic your website receives
from search engines
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

6. SEO: What is it and why is it important?
SEO, Search Engine Optimisation, is the
process of improving and promoting
your website to increase the amount of
relevant traffic your website receives
from search engines
More traffic More potential
(visits) = customers
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

7. SEO: What is it and why is it important?
To put it simply…
If your customers can’t find you
they aren’t going to hire you.
FAB FACTS
Over 75% of people don’t
click past the first of search
results on Google.
With 36% of people clicking
on the first link.
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

8. What is a Search Engine?
A search engine is designed to search for
information on the world wide web.
The search results are presented in a list
on a page called a SERP (Search Engine
Results Page).
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

9. What is a Search Engine?
Examples of Search Engines –
• Google
• Yahoo
• Bing
• YouTube
• AOL
• Wikipedia FAB FACTS
• Ask.com Google can have their ‘pie’
and eat it, with over 80% of
the search engine global
market share
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

10. SERP: Search Engine Results Page
A SERP position refers to the ranking
within the list of search results.
SEO focuses on improving your ‘organic’
search results (rather than paid for). TOP TIPS
Google remembers your search
history, so to see your website’s
accurate SERP position use the
incognito function
on Google Chrome.
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

11. SERP: Search Engine Results Page
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12. SERP: Search Engine Results Page
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13. SERP: Search Engine Results Page
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14. SERP: Search Engine Results Page Search Term (keyword)
Organic Search Results – SERP
position 1, 2 and 3 Paid For Search Results
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15. What Influences SEO?
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16. 7 Steps: To improve your
online position
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

17. 1. Define your goal
What’s the purpose of your website?
• Generate sales?
• Increase telephone/email enquiries?
• Share quality content?
• Brand awareness?
TOP TIPS
Think of your website as your
Use your business KPIs to influence your “digital shop front”. Not only do
SEO activity and determine how and you want people to find you, but
what you optimise for. also to enter, stay and come
back again.
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

18. 2. Select keywords you want to be found for
Keywords allow you to influence what
search engines find you for. When Example Big Cat’s keywords:
Re-evaluating keywords consider -
Ad agency Birmingham
• What do you want to be found for Event marketing London
vs. What people actually search for
• Be specific and relevant Digital marketing Birmingham
• Maximum of 10 keywords to Event management London
optimise for
PR Agency West Midlands
• Existing keyword density
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

19. 3. Create engaging content
Engaging content can -
• Increase the time that people spend
on your website - more time to up
sell your services or products
• Increase your SERP position by TOP TIPS
allowing search engines access to Refresh your content regularly.
relevant content for your audience This gives search engines new
• Lower your bounce rate content to rank and, like your
customers, keeps them coming
back for more.
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

20. 4. Utilise quality in-bound links
An in-bound link is a link from a website
which directs people to your website e.g.
editorial, listings, content on social
media.
TOP TIPS
Search engines look at both the number Don’t forget about internal links
and the quality. between the pages on your
website. If the web page isn’t
important enough for you to link
to, why would a search engine
think it’s important?
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

21. 5. Don’t forget your “back-end”
Your website is more than likely build in
html or another web language, ensure
that h1 tags, title tags and meta tags are
used so that search engines can read
your website and easily find out the
most important information.
TOP TIPS
Search engines can only read
words so don’t forget to alt tag
your images. These are
descriptions which tell search
engines what the image is of.
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

22. 5. Don’t forget your back-end
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23. 5. Don’t forget your back-end:
For example on Big Cat’s About Us page:
H1 Tags:
<h1>Our Story</h1>
H1 tags highlight the most important piece of information on a page
Title Tags:
<title>Big Cats Story - Marketing, Design, PR &amp; Events Agency</title>
Title tags highlight the title of the page important piece of information on a page –
Meta Tags:
<meta name =“description” content =“We are a full service agency achieving your
objectives using events, marketing, PR and design. Based in Birmingham or London,
call us on 0121 200 0910”/>
The most common meta tags are meta descriptions or meta keywords.
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

24. 5. Don’t forget your back-end
Format your URLs (web address)
correctly:
www.bigcatgroup.co.uk/1255_3210
TOP TIPS
Vs
As a general rule what’s good for
your customer is good for a
ww.bigcatgroup.co.uk/about-us/ search engine.
Can your customers find their
way around your website?
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

25. 7. Monitor and evaluate
Monitor and evaluate:
Utilise online tools like Google analytics
and Google webmaster tools to monitor
traffic and customer behaviour.
Regularly take note of your SERP position
(using incognito mode) for your
keywords and how your competitors
compare.
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

26. 7 Steps: To improve your online position
The following steps are an initial guide
rather than a definitive list, SEO is an
ongoing process:
1. Define your goal
2. Select keywords to match what you
want to be found for
3. Create engaging content
4. Utilise quality in-bound links
5. Don’t forget your back-end
6. Format your URLs correctly
7. Monitor results and evaluate
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

27. Google Analytics
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28. Google Analytics
Why your business should be using it?
As a business do you evaluate your
marketing activity?
Your website is a marketing tool and your
audience interaction need to be
TOP TIPS
If you’re not already set up on
monitored and used to their full Google Analytics, register and
Potential. leave for 2 weeks so when you
do start your SEO you have a
Use custom reporting to see where and baseline to compare results to
what interests your audience and more
importantly where they “drop off” your
company’s website...
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

29. Google Analytics: The Dashboard
TOP TIPS
Your dashboard is
completely customisable;
just pick the information
that’s most important to
your business
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

30. Google Analytics: Reporting
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31. Google Analytics: Search Terms
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32. Google Analytics: Popular Content
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33. Google Analytics: Traffic Sources
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34. Google Analytics: For the experts
What else can you do with Google TOP TIPS
analytics?:
• Real time reporting and in-page analysis
• Conversion monitoring Google Webmaster
• Integrate your eDM platforms to
monitor the effects on web traffic tools
• See how mobile technology is used your
website
• Test content variations for optimum Google Insights
engagement
• Plus lots more...
Keyword Density Tool
(optimum between 5%-10%)
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

35. What 3 things should you take
away from today’s session?
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

36. Top 3 take aways…
Decide what you want to be found for:
1. Narrow down to 10 keyword phrases
2. Sign up to Google Analytics
3. Get good quality back links
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk

37. Any Questions? WIN A FREE SEO AUDIT
Just give your business card to
Anthony today and you’ll be
If you’d like more information about
entered into a prize draw to win a
anything we’ve covered today or a more free SEO audit for your company
in-depth consultation please contact me: from Big Cat Group
Anthony Tattum
Tweet me: @anthonytattum
Email me: a.tattum@bcguk.com
Call me: 0121 200 0910
#bigcatinsights @BigCatMarketing www.bigcatgroup.co.uk