All 4 entries tagged Optimisation

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April 17, 2008

Rachel Elnaugh inspires at B2B Centre event

It was very inspiring to hear Rachel Elnaugh speak at the B2B Centre's event last week, E-Marketing Essentials for the Small Business -not to mention humbling.  When a TV personality arrives a bit nervous to speak to 100 businesses, it makes us realise they are only human after all!

(Photo from left to right: Martin King-Turner of the B2B Centre, Rachel Elnaugh, Lyn Burkett of Business Link and James Pennington of the B2B Centre)

speakers_in_front_of_screen_250pix.jpg

When the former Dragon’s Den panelist took to the lectern we could sense a real understanding of small businesses and how they can grow using the web. Rachel’s many tips included offering free value-add content to visitors and creating a ‘sizzle statement’ on each page to convey who you are and how your customer can benefit, thus capturing the visitor in the 5 seconds you have before they click away.

This from a woman who grew a £100m business in Red Letter Days from virtually nothing (except of course lots of business acumen) has to be valuable advice. Red Letter Days relied on the web for much of its marketing and sales.

Today Rachel uses the web to successfully promote her Rachel Elnaugh Ltd brand and services, which include business mentoring, author and coaching to small businesses.


January 15, 2008

Discover what works on your website

Along with a colleague I attended the Search Engine Strategies Conference in Chicago in December to pick up tips on SEO and online marketing - and didn’t come away disappointed.  Among all the new tools and techniques Google were exhibiting we found Website Optimiser which really stood out for me as a new way of measuring website success. 

Have you ever had an argument with your boss about which image or headline works best on your website? The tool lets your visitors decide what works best on your website by monitoring where they navigate through the site.

This tool will allow you to test different versions of a particular web page.  For example, if you couldn't decide upon which headline to use on your Services page, you could run an experiment using Website Optimiser to see which headline gets you the most conversions.

A conversion is where someone visits your website and ends up at a particular goal.  For example, if I went to an e-commerce website and bought an item from that website that would be 1 conversion.  The goal can be anything you want.


The conversion rate is often shown as a percentage on many Analytics tools.


Conversion rate = Number of visitors that complete a goal x 100
                                        Total number of visitors



So, back to optimising your page, half of your visitors would see headline A: "Our Services" whilst the other half would see headline B: "Acme Corporation Services - A Company that Makes Everything".  Using the stats provided you could then see which headline worked the best and make the necessary adjustments.   This is also known as A/B testing and you may have come across it before.

If you want help with designing an experiment to test your website content or help installing Website Optimiser, read our full article.  


November 13, 2007

SEO on zero budget

James Pennington impressed 180 people when he spoke at the Search Engine Strategies 1-day forum at A4U Expo, the affiliate marketing conference and exhibition on the 26th October. James shared how four companies from the West Midlands have spent nothing implementing basic search engine optimisation to gain new business from all over the world.

The 4 case studies were:
*
DAW Consulting (www.dawconsulting.co.uk)
*
Adaptawear (www.adaptawear.co.uk)
*
Perilla (www.perilla.co.uk)
*
Pizzazz (www.pizzazz-retail.co.uk)

The formula for success was the same across all four companies who followed our advice, whilst working on their websites in their own time without spending any money. The secret steps each company took were:
* Optimised page titles for every page on the website
* Created good quality content and updated content on a regular basis
* Created a link strategy

The optimisation has resulted in:
* Improved organic rankings for targeted keywords
* New business from all over the UK and abroad
* Increased traffic and ability to react to customers
* Greater presence of their company on the Internet

You can read the full article on the National B2B Centre’s website.


January 16, 2007

Search engine optimisation in the USA

James Pennington and I went over the pond to Chicago in the USA last month to attend the Search Engines Strategies conference to keep up with developments in search engine optimisation (SEO).

The conference was very well attended and we met people from all the main search engine companies.

The conference covered a wide range of SEO topics, from writing good content for your website to video search engine optimisation.  One of the hot topics in the US was duplicate content issues, especially content that has been stolen from another website.

If Google thinks you've been stealing content it can have a negative effect on your ranking.  You can be kicked out of Google completely!  Although, we were told that the search engines are smart enough to figure out which was the original content. But if that doesn't work you can submit a form to Google telling them that another website has stolen your content.  If you follow the procedure and if Google agrees with you they may take the offending website out of their database. For more information have a look at -  http://www.google.com/dmca.html and http://www.copyright.gov

You can read my article Search Engine Optimisation: Keeping up with the US, from the conference, for more information and to learn some quick wins you can do now to improve your site.

Most recent comments

  • Try screaming frog as well. by on this entry
  • SEOmoz is useful too by on this entry
  • useful link thanks. by on this entry
  • Interesting read, thanks for the tip! Fish Oils UK by Steve on this entry
  • This Google tool is OK but there are better tools…head over to hubspot and try the websitegrader. … by Gareth on this entry

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