Stop! Before you spend any more money on advertising or paid services to improve your website make sure you have the foundations laid.
This course is for all business owners that want to make sure their website is working as best it can in terms of attracting new prospects and converting those prospects into customers. Don't get bogged down in fancy stuff, there are key factors that you should be checking (and implementing) to make sure your website meets the key criteria that search engines now look for.
This is not a course that tries to go off and sell you other services/products. They key here is virtually all the checks/tasks/tools are free. Your investment is time and everything is easy to implement as the course walks you through everything.
It doesn't matter if you business is service based or product based, you need to make everything is setup correctly.
Of course as a business owner time is precious, so we also cover automation and how tools are available that can save you time, if, like many business owners you are having to juggle 101 things.
Even if you have an established website it maybe that new factors in 2016 have come into play which you have not yet implemented.
You have a domain right? NO??? Then you need a domain before anything else!
You may already have webhosting, even if you do its worth understanding the different types available to you. If you are yet to setup your website then you can get started the right way.
Hopefully your webhost supports installing wordpress via cpanel, if they do then do this!
Before we go through each of the steps to analyse your existing site lets look at what we will be doing.
Note that we are using free tools for all of the analysis steps, you can either set aside time to do everything en masse or schedule some time out of your to tackle each one. Not all will apply, you might find that the analysis reveals that your site is already in good shape and that is fine.
The key thing is before looking to do anything else make sure you at least check these key factors.
Here we being looking at the key factors of your site.
The analysis continues with another 3 easy checks you can carry out.
More things to check! Luckily its all pretty easy and quick to do.
Just 2 more tools to check our site now...
If you are going to be doing any manual editing you need an FTP program to get files from your machine to your webspace.
If you are running a wordpress site then alot of what we need can be obtained via wordpress plug-ins.
Make sure you have your Google mybusiness listing.
Its all about mobile friendly, fast, responsive websites. If yours isn't then you need to take action!
Schema markup is relatively new and chances are you are not currently using it.
What is it? Its basically 'rich' data that makes it easier for search engines to understand and interpret the information on your web pages more effectively. It means that users get more relevant results when searching. We all know that Google is big on relevance so it goes without saying that schema markup is currently, and will become, very important for ranking.
Make sure you have Google analytics installed. Measuring traffic over time is key. Its a cliche but the saying goes 'If it can be measured, it can be improved'.
If you don't know what re-targeting is then this lecture provides a basic introduction to what it is.
Even if you are not currently using Facebook you should be looking to use the FB pixel which is a way of tracking users and pages viewed within your website.
Usability is an important factor now in web design. A scroll up button allows users to quickly scroll from their current page position to the top, this is especially important on mobile devices. Here we look at how to put one on your site.
We need a sitemap so that search engines can crawl our website. We can create an XML map and then submit this to both Google and Bing.
Your 'meta' description is what shows in the search engine organic results. Its your one chance to put a call to action to get browsers to actually click the link to visit your site.
Social 'signals', i.e. how much of your content is being shared across social networks is an important ranking factor. You need to make it easy for browsers to share your content.
A quick run through of 3 more essential WP plug-ins.
Here we look at why you should be landing pages and what tools are on the market for building landing pages.
A/B Split testing is key to increasing the effectiveness of your advertising. It can lead to more leads without spending any more money so is something that if you are not currently doing then you should be!
Want to find out what visitors to your site are up to? Well you can. Its a useful way to see how usable your site is to visitors, are they having problems with navigation or trying to click things that aren't links? We can find out!
In this section we will look at some automation tools to save you time in your business.
A quick look at tools for both Windows and OS X that can help you to automate repetitive tasks.
IFTTT (If this then that) is an awesome free tool for syndicating content. It works off of 'triggers', if something happens then do something. So for example; when you post a video to your youtube channel then post a link to the video on your facebook page. This is called a 'recipe' and you can have multiple recipes all running and working for you!
An introduction to lead capture, what it is and what it does.
You can opt for paid tools like aweber and getreponse but if you are starting out then mailchimp has similar features and is free. Here we look at getting it.
An autoresponder is simply a mechanism for 'responding' to a users sign-up request. It is typically delivered via email and happens immediately and forms a useful verification that a user has taken a specific action.
A quick recap on what we covered and the key takeaways, the things you should be doing once you have completed the course.
Got a specific digital marketing question either related to something covered or perhaps something that wasn't covered?
Gary Kind is a highly experienced IT professional and business owner with over 25 years in and around software development and 20+ years running businesses as an individual and in partnerships.
He has a wide spread of business knowledge working in the SME sector as well as delivering KPI and financial reporting for large corporations. He has spent the past few years combining marketing with IT to cover areas such as pay per click, copywriting and conversion optimisation.