Technical SEO Analysis: Review & Recommendations

Past, Present& Future of Digital BusinessManaging Director, Venture Streamvic@venturestream.co.uk07971 462 737www.venturestream.co.uk

1

Overview

Personal BackgroundDefining DigitalSuccess Factors, Tools and TipsQuestions

I've had 30 years in my digital career - I really LOVE what I do and am keen to share my digital experience with you.2

My Pre-digital LifePersonal Background

I just turned 50 and been feeling nostalgic. My last year in high school in 1984 when I was 18. Thats when my pre-digital life ended!3

My Pre-digital LifePersonal Background

This is what I used to write papers with Smith Corona.4

Personal BackgroundDigital Inception: Apprenticeship with IBM

Everything changed the next year. The summer after my first year at University, interned at IBM on an internal Intranet system and won the naming competition with a cool name for a boring system -VADERs, short for Vendor Accounting Directory & Educational Review System.5

Personal BackgroundTechnology and Global Change: Live Aid

2 billion people watching. Satellites beaming down. First time I had awareness of poverty in developing countries.6

Personal BackgroundEducation Crossroads of WWW

After a couple years work experience enrolled at Havard. There a psychological career assessment indicated I was best suited to be a Park Ranger seemed too late to turn back! Did road trip focused on telecommuting the information superhighway.7

Early WWW

Personal Background

In a internet caf in New Mexico I stumbled upon an early incarnation of Yahoo on a 14K modem and I could see an entirely different road ahead.8

Startup #1: oneNest.com 1999Personal Background

Having become best friends with two Bangladeshis, founded oneNest selling Fair Trade products from over 40 countries. Future Nobel Peace Prize winner Mohammed Yunus and Advisor.9

Office: Ground Zero New York CityPersonal Background

Great idea in an but untimely location. Shortly after 9/11, business sold to National Geographic.10

Startup #2: Ethicalsuperstore.com 2005

Personal Background

Loved using technology to make a difference. Moved to UK and started ESS. Grew to position of market leadership. Sold to a national fulfillment business in 2011.11

Make Poverty History CampaignPersonal Background

20 year anniversary of Live Aid, Make Poverty History campaign. Lead efforts using digital to sell millions online.12

Success Factors, Tools and TipsEntrepreneurship: Being Your Own Boss

No such thing. Raised lot of venture capital. My customers, cause and investors were my boss. In my next business wanted to work an even more diverse group of customers.13

7

Personal Background

Startup #3

Digital marketing and technology consulting business helping businesses and public sector organizations including a number of schools grow their businesses using digital technology and marketing.14

Defining Digital

Begs the question, what is digital?15

Success Factors, Tools and TipsEarly Computers

Back in the day it was all about computers. My portable Compaq computer in 1989.16

Success Factors, Tools and TipsThen A Website

In the 90s, advice was simple. You need a website. This is Apple Computers.17

Defining DigitalNow Blogs, Social Pages, Apps

Digital has become more complex. 18

Defining DigitalFuture 3D Printers, Drones, Wearables

And its getting even more complex and varied - a 3d printer, a drone, and a digital watch or Fitbit.19

Defining DigitalEvolution of Digital

A change is the air, in some ways digital is coming full circle (not actual time travel though that would be cool!).20

Defining DigitalDigital Becoming More About Old School Business

15 years ago no-one would have put Argos on same page as Amazon in terms of e-commerce. When I was raising VC they would mock you if you said you wanted a store. Now a convenience to have stores.

21

Defining DigitalDigital as Enabler of Better Business

When I speak to business about digital more than ever talking about traditional foundations.... Digital is an enabler of better business using new tools. Success Factors and Tips Marketing and Sales Focus.22

Success Factors, Tools & Tips

I work with clients ranging from startups to multinationals. Basic for some advanced for others - hopefully something for everyone. Focus of ideas is on growing your business. Will fly through and can field questions at the end.23

Success Factors, Tools and TipsDigital Marketing Myth: Magicians

On the topic of marketing. Perception we are magicians or tricksters.

24

Success Factors, Tools and TipsDigital Marketing Reality: Architects and Accountants

Were more like accountants and architects. 25

Success Factors, Tools and TipsDigital Success Mindset: Obsess about Details

26

Success Factors, Tools and TipsGoogle Analytics

Best tool for obsessing about the detail is GA. It's Free. Setup and use it. Consistently. Get training on how to use it. Export spreadsheets so others can see.27

Success Factors, Tools and TipsKey Performance Indicators The Key KPI

Can get lost in GA impressions, click through rates, AOV, bounce rate. If cant see the forest through the trees focus on ROI Return on Investment - the grandfather of all KPIs.28

Success Factors, Tools and TipsMarketing: Goal Tracking

If youre going to report on ROI you need to track returns.If online retailer the most important one is sale but many B2B or schools think not for them.Track leads and contacts - ask your techies to add a simple code so you can track.29

Success Factors, Tools and TipsDigital Innovation Myth: Field of Dreams

If you build it they will come. Big tech project spend millions never even launched or way off the mark with customers.

30

Success Factors, Tools and Tips

Innovation: Minimum Viable Product

Start small. Get your idea quickly before customers. MVP. Silicon Valley startups follow.Fail Fast. Test and learn. 31

Success Factors, Tools and Tips

Design: Win over Novice Users

So easy even a child can understand.Working for Organic baby clothes business. Social networking project on PinterestSo easy your Mum could understand. She never touched a computer.You get paid for that?32

Success Factors, Tools and TipsDesign: User Experience and Testing

Dont just rely on experts but also get input from real users. Great service available called What users Do for User testing. Developing your website or an application, get real users on videos going through testing scenarios. Powerful insights33

Success Factors, Tools and TipsDesign: Responsive Websites

Most traffic is on mobile or tablets. Best practice for websites is responsive or 1-size fits all. If you dont have one or looking to change, consider Wordpress for B2B, Shopify and Magento for online retail have great off the shelf themes. 34

Success Factors, Tools and TipsEmail Marketing: Subject Line Testing

Email marketing is still the most profitable form of digital marketing. More than 80% of people dont open your emails. Test subject lines35

Success Factors, Tools and TipsSocial Networks

Not just where you are but what you do. Be consistent / treat like customer service not just advertising. LinkedIn under-utilised for B2B in terms of lead generation.36

Success Factors, Tools and TipsSearch Engine Optimisation (SEO): Content

In Search Engine Optimisation How to rank high on Google, Content is has long been King but.37

Success Factors, Tools and TipsSEO Content Myth

Not all about out crazy virals. Puddlewatch.38

Success Factors, Tools and TipsSEO Content Not a Brochure but a Free Service

Dont view website just as a brochure. Add value - if it's good for users Google will reward you.White papers. Tips. My mantra is Always be consulting. I will post this document on my website hopefully it will be useful to some.39

Success Factors, Tools and TipsSEO Content - Reputation Management Be Honest

In a world of increasing transparency, managing your reputation online is critical part of digital success. Many of our clients view their customer ratings as a KPI.Be honest encourage reviews but don't fake.40

Success Factors, Tools and TipsGoogle Ads: Precision of Words

Google made navigating the web all about searching for keywords. Be careful in the detail Eco vs. Green Kettle.41

Success Factors, Tools and TipsDigital Advertising: Google Remarketing

We have clients with million Google Advertising budgets. Many small businesses ask me if they should be advertising. Ads on your own brands. Retargeting. 95%+ visitors dont take an action.42

Success Factors, Tools and TipsOnline Retail: Follow the lead of Omni-channel

Could do an entire session about online retail. Not just about home delivery. Click and collect, mobile and tablets in stores. Other industries will follow. Follow the lead of online retail. We already a manufacturing client using click in collect in the their trade supply chain.43

Success Factors, Tools and TipsPeople: Philosophy

In terms of who delivers digital for you.As general management theme I believe in Branson mantra - Put your people first they will look after clients.44

Success Factors, Tools and TipsPeople: Skills vs. Experience

Prefer hiring experience AND skills. However not always possible. First ever specialist digital marketeer, I hired an experience sales pro who was a gamer to be my first digital marketing manager.45

Success Factors, Tools and TipsPeople: Apprentices

I have benefited from programmes.Embrace these programmes, may have exposure to new ideas but dont expect them to run your business.46

Success Factors, Tools and TipsPeople: Agencies

Agencies, have seen the good, the bad and the ugly, I try to be one of the good. Check out recommendations and discuss your business with them, good ones will audit you business first, dont just get pitched on their service.47

Success Factors, Tools and TipsTools: Go With Open Source / Widely Supported

Mentioned a number of tools.In general, dont reinvent the wheel go for widely supported or open source solutions.They general offer better ROI and easier to switch internal or external support resource.48

ANY QUESTIONS?

Appreciate that was a very fast discussion but wanted to cover a lot of bases. Are there any questions you'd like to bounce off me? 49

Past, Present& Future of Digital BusinessVic MorganManaging Director, Venture Streamvic@venturestream.co.uk07971 462 737www.venturestream.co.uk

50