www.sherocksdigital.com.au If they can’t find you, they can’t Viable Visible + buy from you Presented in partnership with City of Hobart Digital Growth Program Hello, I’m Ruth Slade, Chief Rockstar Hobart born + raised Mum of 2 - 16 year old girl, and 12 year old boy 2 fur babies - Alfie + Olga Married for a long, long time lol Opened a gift store when I was 19 or 20 Started an ecom store in approx 2005 Moved into digital marketing 10 years ago The $0 sales mistake I made 20 years ago Thinking a website was enough on its own Shouting into a void without a traffic strategy Web developers don't always mention marketing Vanity project vs business tool Pretty pictures don't pay the bills If it isn't making sales while you sleep, it’s failing you Stop owning a digital paperweight Your website is your: 24/7 top salesperson Customer service desk Brand ambassador It's time to demand a return on investment Your website is on the payroll? Is it working? Prioritise reliable hosting and the right platform Match the tech to your ability to manage it Don't build a house you can't maintain Building on rock, not sand Google Analytics (GA) Google Search Consoles(GSC) Knowledge is power Organic (Google) Paid (Ads) Referral (Links from other sites) Direct (People typing in your URL) Social Media Know where your traffic is coming from Organic search traffic = visibility Key events/conversions = viable. How many people actually clicked on the “buy” or “book” button Engagement rate = the reality check - did they read your “clear” headlines, or leave in 2 secs? The key metrics Google Analytics of Site performance Monitor + improve your visibility in SERPs What is Google Search Console (GSC)? Use GSC to keep your site healthy + SEO friendly Monitor it regularly Performance Report: Clicks, impressions, and average position Index Coverage: What pages Google can or can’t see Sitemap Submission: Helps Google crawl your site Mobile Usability: Reports mobile issues Security Issues: Alerts for malware or penalties Manual Actions: If Google flags something bad, you’ll see it here Key features of GSC It all starts with the right intent + context of the search Keywords tell Google what you’re looking for Intent tells Google what you want to do next Google cares more about WHY someone is searching, rather than the words they’re using Intent over keywords: Why they’re searching Informational: How to fix a leaky tap - they want to learn Commercial: Best plumber in Hobart - they’re comparing Transactional: Emergency plumber Hobart CBD - they’re ready to hand over their money right now! The breakdown Jewellery or Handmade amethyst engagement rings Hobart Which of these has the better intent? Forget your keywords. What do you get asked about your most popular service/product? There’s your next blog post or FAQ Reality Check The “customer” question map The 3 second test Capture their attention in 2-3 seconds Answer "what" and "how" immediately If they have to think, you've already lost them From Click to Client Did you have to zoom in? Hunt for a menu? Had a pop up block the entire screen or pop up way too soon? Reality Check One thumb mobile audit Specificity wins every single time Poetic headlines confuse your customers Which is better: Clever is the enemy of Clear Whimsical Wonders for Your Pooch or Organic Dog Treats in Hobart Is your current home page heading clever or clear? Rewrite it: What you do + who it’s for + the result they get Reality Check 60 Second Headline Surgery Friction is the fastest way to kill a sale Use a contrast colour for CTA buttons Lead them through the journey with intention Don’t make them hunt for the “Buy” button