Website Optimisation consists of five main activities.
At its simplest, this means ensuring that your website is found when someone searches on Google (or other search engines such as Bing, Yahoo etc.) for your company, your services or products.
This is a simple two-step process:
We do not make any specific recommendation as to which service you should use, but simply point out:
N.B. It is essential to not only drive targeted traffic with leads to your website but then to also feed these leads to your Digital Marketing database.
There is another major consideration when deciding on your SEO Programme:
To address this, we recommend that you consider using ExhOL’s services. ExhOL is an online exhibition platform that translates content for international markets and so promotes your products or and services across the world. ExhOL uses the latest hybrid translation techniques to make your content available online via micro-sites in 20 languages - – covering 110 countries and 84% of world trade. You can quickly appear on page one of international search results and get the upper hand over your competitors in new international markets.
The more attractive, interesting and useful your website, the more likely you are to keep the interest of your visitors and make the website work for you in terms of: (a) increasing sales leads (b) keeping down operational costs and (c) keeping your clients happy.
The ExhOL platform is the fruit of Armagard’s experience of growing export sales by 3,000% in just eight years – winning the company the national award of The Chamber of Commerce for Exporter of the Year and the Queen’s Award for Enterprise in International Trade.
Armagard’s success provides a blueprint for others to follow, and the company’s vision for ExhOL is that it will support UK SMEs to double their exports.
Tap into new markets. ExhOL provides B2B companies with a fast track route into international markets. It does it in a way that’s cost-effective, low risk and easy to use:
What’s Involved in Getting Started on ExhOL?
Behind the platform is an experienced team of search engine specialists and copywriters. The team provides a complete service that gets your business up and running in 20 languages.
The initial process involves four steps:
Search phrase (keyword) research identifies the words customers use to search online for products like yours. An iterative process of shortlisting ensures you get the best search phrases for your ExhOL pages.
This stage ensures your online exhibition pages appear highly in international search results. ExhOL routinely achieves a 68% first-page ranking rate for its exhibitors’ pages, so you can be confident in boosting the visibility of your brand in new markets.
An ExhOL copywriter creates your product pages around your chosen phrases. Your input ensures each page accurately captures your business, tone of voice and product specifications. The copywriter’s expertise ensures the text achieves a good translation.
ExhOL combines the expertise of a human writer with the latest translation engine in a process called hybrid computer translation. Translations can be further checked for accuracy using a patent pending reverse-translation tool, which is built into the platform.
You benefit from translations that generate international sales enquiries from the dozens of countries covered by the platform’s 20 languages. These languages have been chosen to achieve the greatest reach possible, covering 84% of world trade at a fraction of the cost of a human translator.
4. Monitor and Improve
Comprehensive marketing reports help you identify your most-profitable markets, languages and search phrases.
When you’ve identified an ideal market, you might decide to commission further research in that language, or you could invite a mother-tongue speaker to review those ExhOL pages to enhance the local appeal. You do so with confidence that you’ll receive maximum return on investment from a lucrative new territory.
ExhOL is available for just £90.00 (+VAT) per month - which covers:
Having attracted visitors to your site, how do you respond to maximise your sales potential?
The key is to be able to:
Google Analytics gives you the free tools you need to analyse data for your business in one place, so you can make smarter decisions.
This is a good starting place. However, for more detailed (and in some cases, complementary) analytics, there are a number of other tools available which will analyse traffic to and from your site. Some will then help you use this information to feed your Digital Marketing campaigns; see: The ExportersAlmanac’s:
However, if you are considering using external services, we would recommend that you consider using the services of:
Spotler’s Communigator Suite provides the following three modules which help you identify and target visitors to your site.
Trial GatorLeads for yourself
No downloads. No installations. No obligations.
Try an unrestricted free two-week trial of this lead generation technology. In the two weeks, you’ll discover:
Watch the introduction video to find out more about GatorLeads
Identify the individuals on your website and turn them into leads. Find the employees from the companies on your website and discover which key decision maker you should be talking to.
Communigator's website visitor identification software doesn’t just tell you the companies on your website. It tells you the individuals from those companies too.
See the video: Communigator demo
ExhOL provides comprehensive marketing reports to help you identify your most-profitable markets, languages and search phrases. The platform shows you how a person landed on your online exhibition and their movement around your pages, articles and documents.
Available reports include:
Your online exhibition pages encourage prospects to contact you for more information or a quote. These sales enquiries go directly to your email inbox, so it’s easy for you to respond straight away. As an international lead generation platform, ExhOL allows you to access your current and historical enquiries at any time via your marketing reports.
There is no “one size fits all” or “best of breed solution here” (or at least not yet). Indeed, one of the first steps you need to take is to assess which elements of the sales process you can incorporate online. The best solution for your company will depend upon a variety of factors, namely:
User experience is becoming a key differentiator. Poor, slow and cumbersome online journeys will quickly send your buyers away to those sites with easier, seamless services supported by convenient offline options.
Nonetheless, whatever your specific requirements, your eCommerce platform should:
Bear in mind that nearly all the best features of B2C eCommerce have applications in the B2B world. By carefully identifying and integrating targeted B2C features that your customers are already familiar with, you can dramatically enhance customer experiences and achieve bottom line gains.
There are many eCommerce Platforms to choose from (see: The ExportersAlmanac - eCommerce Platforms). If you are thinking of implementing one for the first time or of changing your current platform, do check these out. Many platforms are focused on B2C eCommerce, so do make sure that the platform proposed meets your requirements; in particular:
In summary, to succeed well into the future, your eCommerce platform must be flexible and scalable, and you must be able to control the content, functionality, and look-and-feel of your online store. The benefits of doing so include: