Business Technology

6 key tactics to optimise your business for online success

5 min read

21 August 2013

By optimising your businesses for the online world, you'll be able to generate more footfall and webtraffic for businesses.

At EventBrite’s growing your business session, an interactive session for SMBs about growing your business with online tools, Media Street Apps director and founder Jonathan Lloyd shared six essential tactics to optimising your corporate website.

1. Get your website sorted
The main thing to think about is the site architecture. It’s easy to think you’re going to launch a website and just get it out there, but you have to step back and work out your site plan first. How is it going to look? How are your URLs going to be structured? This is important because search engines will crawl your website, so make sure you’ve covered all the key basics and pages.

For example, if you’re a business with three locations across London, then you want to be thinking about different landing pages for those different locations. And within that, you need to optimise your titles and your descriptions by making sure they’re all unique. You’re telling the search engines that you’re different from the other sites. Just remember to fit in your soft call to action, such as phone numbers and email, and then you’re clear.

2. Google places and directories
You need to list your NAP data, main address and phone number of your business and, fortunately enough, there are hundreds of different sites to do just that. This is really valuable for two reasons: firstly, to drive web traffic and links and secondly, people use those sites and will phone when they come across your business.

The other tactic is doing Google tour for your business. So, if you’re a retailer or a service company, and have a certified photographer on hand, you can create a 360 tour map. This will increase your search presence on the Google search engine exponentially. Google places is also important. So, spend time optimising it, make sure you’ve got photos on there and that it’s linked to the right landing page you want to send people to. 

3. Google Analytics and Webmaster
Webmaster in particular is useful in getting key metrics that you want to be tracking. When you see your content levels go up, that means that you’re ranking levels will improve and you’ll capture more search results. Your content is essential!! Also make sure to see who’s linking to your site. If it’s another website, give them a call, build a relationship and include them within your news group.

4. Social media tools
Use social media tools such as HootSuite and Sprout Social to schedule content and to manage your different profiles, this way you have more time available to work on your business. Make sure your company has a profile across all the main social media outlets. So, even when you’re going on holiday, you’re keeping that visible profiling.

5. Blog
There are a lot of businesses that don’t get excited enough with the content that they have. You may not think it’s interesting, but some people will find it really interesting and, visually, photos really help. The second thing a lot of businesses say is that they don’t have time. Think about planning a calendar, piggyback onto events or specific can’t miss occasions and plan content around that. You only have to do one blog post a week to position yourself as a thought leader. 

But you should use a blog to build your audience

6. Mobile
It’s a great traffic generator and a massive trend, so you want to make sure that you have a mobile site. If your consumers are on the go and want to show your friends a product, they will find another site if yours takes too long to load. People then have an intent, they want to phone you, or make a booking. So, make sure on your mobile site is simple and easy to use.