Rhys: Good morning everyone and thanks for joining us. We are excited to present Webfirm’s first webinar to its clients. Hopefully it will be the first of many. We’re very excited for you to join us today, so welcome to everyone from right around Australia. We have people from most of the states dialing in today, which is very exciting. I’m Rhys Kerr; I am a business development manager with Webfirm. I also have Andrew Hocking here with me today.
Andrew: Hello everyone, it’s lovely to be here with Rhys. Rhys has done Webinars in the past, so I’m very happy to be joining him. I’ve been working for Webfirm for four years. Most on you on the call now would be familiar with me and I have probably worked with you in some degree in the past. For those of you who don’t know, I’m the account manager and have been working on SEO for pretty much the whole time I’ve been here. So I am well versed in reporting and analytics, and in particular, this new dashboard, so I am happy to be on the call.
Rhys: Perfect, thanks for joining us Andrew. Andrew lives and breathes this most days so it is really good to have him here today. Some of you will be working with Andrew, as he said, so really keen to get some of his insights today. Just a couple of housekeeping things to start of with; you can ask questions, so if you would like to ask a question you will see a little box on the launch system that you can use. Feel free to ask questions. But we will probably answer all the questions at the end of the webinar. Probably more than likely we will cover off most of the information during the session but if not we will have a Q and A session at the end of the hour.
Speaking of time, we do have a lot of content to get through and we will crack on in just a moment. Some of it we may be flying through a little but quickly, but we will be recording the session and sharing it post webinar so you will be able to go through it in your own time. Also, if you are wanting to touch on a particular piece of information that you don’t feel we covered in enough depth for you, feel free to contact you account manager at Webfirm, and we will be more than happy to go through that with you.
So, on the call today we’ve obviously got existing clients, some of which are already using this reporting dashboard that we will be introducing to you today, so that’s great. Some of you don’t have this reporting dashboard because of the campaign you currently have with Webfirm or you might not have an online marketing campaign in place at the moment. We’ve also got people, I guess you would call friends of Webfirm, who aren’t clients at the moment but we do have an existing relationship with in some way shape or form, so welcome to those of you on the call.
Without further a do we are going to get into some of the content. So, just a bit of an agenda about what we are going to be covering off today.
We are going to be talking about where we have come from, so talking about the reporting tools and software that we’ve been using up until this point. Moving on from there, we’ll look at what has really pushed us over the edge and convinced us to go down this route of having a bespoke reporting dashboard for our valued clients.
We will be talking about what information we can get from the dashboard itself and why it is important, especially in terms of how it can become be a key part of your businesses day-to-day, what information you can get from it and share with your team.
One of the most important things we are going to talk to you today, and Andrew is going to walk you through this, is how do I get into the dashboard. If you have been having some troubles there and getting in we will quickly give you a heads up on how to get into the dashboard.
Then, probably the most juicy piece of content of the day, and certainly the thing I am most excited about, is a live demo on the backend of the platform. We’ll be talking about the functionality that we have, and talking about the deep sort of insights and rich information we can get form the various parts of the platforms and to inform your decisions, especially from a marketing perspective.
Andrew: Can I just say perhaps don’t try to log onto your own dashboard at this point we will just run through the session using our own logins. Perhaps if you want to look at your own data afterwards, you can login using your own details.
Rhys: Absolutely, good point. I think if you try and follow it on your own dashboard while we are doing it live unless you have two computer screens in front of you it might become a bit of a minefield. Like I said, we are recording it so if you want to go through it in your own time afterwards and really sink your teeth into what we have on the screen here I think that will go well.
Rhys: So where have we come from? Love the image up there on the screen. Andy, do you know what that is up on the screen? I’m not sure if you’re too young to know?
Andrew: No, no, no, I know, we had them back in high school.
Rhys: The overhead projector, the OHP, brings back good memories. Anyhow, where have we come from? For those history buffs and for those who have been with Webfirm for a number of years now, actually, you are probably more well versed in this Andrew…
Andrew: Yes, I’ll take this if you want. So I suppose where we came from is reporting abilities. We used to have something call AW Stats. So that is something that we established on our client’s websites, you would essentially log in on the back end and would see some real basic key statistics, traffic numbers, when they were coming into the site and what times, and that was about it. Moving on, there was Erchant. Erchant was essentially Google Analytics, except Google bought Erchant and Google has adapted it and made it a bit more
powerful, and that is essentially what most people use today, including all digital marketing agencies, as well as yourselves. That was what we used to make all our decisions and build our reports. Moving forward we then set up a ranking dashboard and used that in conjunction with Google Analytics, so you could see your rankings. Then in another place you could see your Google Analytics data. But now we’ve got this new dashboard where it combines your rankings, your analytics, your Google search console, which we will touch on, links in your AdWords data, call tracking data, and all of your social media data. So, that is what we will be running through today and that is where we are at.
Rhys: So it’s a one-stop shop with your reporting?
Andrew: Yes, exactly.
7:03 Evolution of Change
Rhys: So I guess what’s tipped us over the edge here, Andrew, just from my perspective is, I guess I deal with new people that want to work with Webfirm on their marketing campaigns, something I’ve picked up from out there in the market and from feedback from various people right across different verticals is that clients and business out there are wanting better information to make decisions from, make more informed decisions but also there has been a real lack of transparency. I think we’ve got to put our hand up here as well, we are proud on the reporting information we have provided to our clients up until this point but it’s been every month, and a monthly type of report it hasn’t got 24/7 information, so it doesn’t give you full transparency.
Andrew: Look at six months to a year’s worth of data.
Rhys: Absolutely. Our clients deserve the best and I guess that’s what we’ve been striving for and I think we are at that point now right across. Andrew took you through a quick history lesson going through AW Stats, Erchant, Google Analytics and so forth, and it has been that constant need and appetite for improvement here and I think we are at that point of where we have this very slick dashboard that ticks all those boxes.
Andrew: The industry in general is one that just keeps evolving. Google Analytics is one that keeps throwing up updates, everything in general in digital marketing is evolving and that includes the data we will get access to.
8:45 What information will it tell me?
Rhys: So, what information will it tell me? So Andrew touched on this just a moment ago. We have moved on from just showing you rankings, and Google Analytics. Whilst they were great and had some awesome information in there, we can also provide you with some information from Google search console, so in a nutshell, we will be talking about Google Search Console.
Andrew: Well, in a nutshell it is kind of a Google Analytics for your Google search engine results page; so what is happening on Google search results not so much what is happening on your website.
Rhys: For those of you who are out there who are running AdWords and display campaigns through Google, we can feed that information through our reporting dashboard. We’ve got some slick, cool tracking software that we can feed into the platform, and of course, your social media. For those of you out there without social media guru, Joshua Ramsey, you will be familiar with the reporting information we can get through the software as well.
10:04 Live Demo
Rhys: So, now we are going to jump into the back end of the platform. Again it is much more useful to watch on the screen rather than logging into your own platform. Just a quick heads up Andrew, how do they log in?
Andrew: Existing clients would have received an email, depending on what sort of package you were on, asking you to log onto that new dashboard. So that will be in your emails somewhere and you can search it by searching for “activate your new reporting dashboard” and you can find your logins there. If you are having trouble finding it or you never received the email please just call and we will be able to provide you with those details.
So, essentially you just type in the URL dash.webfirm.com and then you will be asked to login. Your login is your username and password. Again, if you don’t have them or can’t find them please just call.
Rhys: Perfect. So let’s jump in.
Andrew: I’ll take over for you. When you first log in you will be presented with a few little widgets here. In ours we have access to all our clients but in yours you will generally just have access to your own website but if you have two websites you will have access to two websites. Over here (right side) we have our date and time selector. So at any point you can change the date to the last 30 days, see how that’s going. For the purpose of today we will be looking at just all time as it gives you a stronger idea about how things are progressing over time rather than just in the last 30 days or 40-60 days.
So you will see here a few more things, like Google Ranking and Search console, which we mentioned before. We have a few key statistics here from Google Analytics and you can click into each of these if you want.
For the purpose of today we will be using this little toolbar right here. So you can access all the little areas as you so choose from here. So we will actually start off with the rankings since we are in here and we will ignore this graph for the time being and we will go straight down to the key words here. You will all find this information here; your key words will be different, relating to your business, they will be words that we have discussed and identified as
your focus key words. So they are not all the key words you will be ranking for but the main ones that we are looking to rank for strongly. We will see here, say for instance, web design company we are ranking number 4. So this column will tell you the current rank and the next one will tell you how much that particular key word has changed in the time bracket that you have chosen.
Rhys: So Web Design Company as a word has moved up 12 spots correct?
Andrew: That’s correct. So our results for when people type in Web Design Company is 4th but back in whatever time the all time is it would have been ranking in the 16th spot.
Rhys: And what about Google Local and Google Mobile?
Andrew: Yes, so if we are looking at Google Local we are talking about the maps results and you’re all pretty familiar with that now. It’s been around for while; the little map that pops up in some Google Search results. If you’re ranking in there your business will either be 1, 2 or 3 so we are looking at one, two and threes in this column, and again, we can see how much that has changed over a period of time.
Rhys: And Google Mobile, is that self-explanatory again?
Andrew: Yes, its pretty much the same as this Google Column and the Google Change except it is the Google Mobile Ranking. It’s based more off usability of a mobile website.
Rhys: So just to touch on here, for those of you who have a strong presence on mobile, pay some close attention to these statics and rankings, because if your business is done mostly through mobile search results, and that is how you’re reaching your customers, then this is where you need to be ranking strongly and keeping that as a focus.
Andrew: So we will just whiz back up to the top and try to explain these graphs. We’ve got the Google here, which relates to this, the Google Change that relates to this. So just to start of with, I will start on the Google Change graph, which is essentially an accumulative growth number. So if we go back down here and plus all these pluses and minuses together we will see that 745 figure. So we can see, accumulatively over time, back in October/August 2012 our rankings have increased by 745 spots.
Rhys: So that’s an umbrella figure. I guess just again to touch on what that means; that’s mobile effectiveness metric of the entire campaign not just random accumulative figures.
Andrew: But if you look at this figure here (Google) it tells a slightly different story. So we are looking at key words grouped to their position. Many key words we have grouped in spots 1-3 are identified in the dark green, how many key words we have identified in 4-10 in the light green and so on and so forth. So if
we are looking over the past few months we can see we are starting to get a bit extra red in there and we’ve lost a bit of green back in April. The last few months we’ve had a bit of an issue, I would actually put that down to the fact that we have moved office. So we used to be based in South Melbourne and we are now based in the CBD.
Rhys: Some of our rankings was South Melbourne based web design, so that has slipped a little as obviously we aren’t in South Melbourne anymore.
Andrew: Okay, here we go South Melbourne Web Design, we are ranked 10th now and we were in spot 3. Further to that we can actually click on all of these key words and get some more, deeper information about that. So we can see the history; it has been ranking 3rd for a very long time, very consistent too might I add and then a big drop when we moved.
What we will look at is the SERP, which stands for Search Engine Results Page. This is something that you couldn’t get in the previous dashboard, if you remember that one. This gives you information on where everyone is ranking for that particular key word. So if you type in Web Design South Melbourne, you will probably see these rankings in this order, so we can see ourselves down here in the 13th position.
We have a few extra key statistics here but you probably wouldn’t read too much into these I would say.
Rhys: Well not in isolation anyway.
Andrew: You might look at wenetwork.net.au and go how are they ranked there when they only have two backlinks, domain authority of 8, page author 21, MozRank 3.19, and compare that with someone down here (lower) and you might think why?
Rhys: So it is probably some deeper analysis required there to see why. They’re obviously doing something else that is influencing that result; it’s not just these metrics on the screen here.
Andrew: And another good thing to add is the amount of links. We are probably always talking about the links but it is about the quality, as you can see, as you would expect, links aren’t the only thing otherwise they would be up top.
Rhys: So what we will do now is jump into backlinks. We have had some kind clients that have provided their information for us to share today, just to show you through the platform. The first one is Tim from Cave Hill Creek in Ballarat. Thank you Tim, we appreciate it.
So what we have here is effectively the backlink information. The backlink information is in a nutshell is a link on the internet which is pointing back to your domain. It may be from your website, it may be from another website. What we are going to focus on here is today, is so you can get all this information on
here, this snapshot of total backlinks, referring domains which is referring to pointing back to your website, Trust Flow, etc.
What we are going to focus on today and what I would encourage you to focus on is the Referring Domains. These are the domains that are pointing back to your website that are helping you to gain authority and organic results.
So if you scroll down you can actually so the domains or the websites that are pointing back to Cave Hill Creek. We have some pretty heavy hitters here in the market vtic.com.au, the tourism awards, visit NSW – all really good with excellent trust flow and citation here, Ballarat.com and a few others.
I guess its an important point here that we would like to make and a good example to use is nsw.com, it is not the number of backlinks that you have is it the quality of backlinks that you have pointing back to your website. So maybe 5 years ago we would be talking about the number and we would be focused on that but now we are having conversations about quality. A quality backlink is a hell of a lot better than 100 poor links.
Next up we are going to move down to the next part of the Dashboard. We are going to open up another client, Australian Slate and Stone. We are going to have a look at their competition.
Andrew: We have got a little area here where we can have a look at some of our main competitors. In most of yours, because it is early day we haven’t actually set up your competitors. So we need to have a discussion with each of you to determine who are your main competitors and we can assist there with identifying those.
So what it is telling us is the main key words in the top 10. So we are looking at the keys that are relevant to your analytics dashboard and how those key words are comparing to competitors. So we can click on these columns and order them from highest to lowest and lowest to highest. We can see here that Australian Slate and Stone have 6 key words in the Top 10, out of the keywords that we are tracking, and you can see here that Yarrabee Castlemaine and Stone are their main competitor that we want to topple. It is good to be able to keep an eye on these competitors and see what we can do, as perhaps they are doing something that we aren’t doing. Maybe it is the backlinks and maybe we can look at their website. It is good to just keep an eye on them.
Rhys: So while we have Australian Slate and Stone up it is probably good to just move onto the next part of the SEO section of the dashboard and that is looking at Site Audit.
Rhys: So I guess a point to make here is that up until now, in other reporting dashboards, some of the technical fixes that go on behind the scenes in the online marketing space is a bit like taking your car to the mechanic, and at the end of the day they can’t say it’s all fixed and you don’t know what’s happened under the hood. So what gives us the ability to do and allows you to do as clients is to
come in here and see what technical things have improved over a period of time relating to the website. So it’s not so much keywords, content wise – it’s more the technical side. So I guess its about bringing some of those issues from the dark into the light, which allows you to see some of the technical things we are doing behind the scenes.
What we have here is some good improvement right up the top, from back in June 2017 when there were 621 issues with the website. Now it’s come down to 317. This constant improvement is what we want to see.
Andrew: More and more area can pop up day to day, week to week, month to month, so it’s important we are keeping an eye on this and trying to keep them at a minimum.
Rhys: Let’s talk about some of this color-coding.
Andrew: So some of you might actually see some red squares in here and some of you will have a combination, it will depend on all of you. The green essentially means that there’s no issue with that particular thing; no broken external images. We can then see if you have some red, they will be the more serious ones, the non-negotiable issues. Where are these oranges ones, they provide you with an indication of something that might be an issue. For example, 2 pages have a low word count we can click on that and see the Contact Us page and the Products page. So I know that the products page is just listing out products so there is no need for information, it is the first step to look at more detail later on. The Contact Us page, we don’t want to cloud that with a lot of content so we just want to see the name, number, that sort of stuff.
Rhys: So it is all about context. You will see the low word count test up here on the screen fails if it is less than 200. So it will give you some indication as to why it is an issue but it is important to look at it within the context.
Another thing to note here in regards to the Site Audit is that these occur monthly and bi-monthly for the website. We are always having our technicians look over and improve things in the backend of the website to ensure they are inline with Google’s requirements as much as possible. The important thing to note here is depending on the age of the website and how it is built is that some things just wont be able to be fixed due to how the website was built and how it was coded. So for websites that are current, reasonably current and WordPress, what that allows us to do is fix more of the technical things. As I said with more of the older sites that give us some challenges in terms of what we can actually change. If we can change it we will but just take that into account for those of you who do have older websites.
So what we will do now is jump into Google Search Engine Results with Vectron.
Vectron are a proprietor of POS systems.
Andrew: They are the best in the business.
Andrew: So what we are seeing here is information relating to your website that is happening on Google Search Results. What we can see is the amount of clicks, the amount of impressions which is essentially views so 195K people have seen a Vectron result in the date time actually Google Result only gives you 90 days of data, so it’s only relating to the last few months.
Rhys: Can I just say put that in Lemans Terms, as what we’re saying can be quite confusing; what we are saying here is that if someone has search Point of Sale systems or something relating to Vectron.com.au what this means is they have seen the Vectron little snippet within Google, within the organic search results. 195K impressions, 195K sighting from that 3,016 actually clicked on the Vectron related snippet.
Andrew: That’s right and that’s what equals the 1.54%.
Rhys: If you scroll down, what we have here is some rich information from the search results including key words and clicks.
Andrew: So if you look at Vectron, that’s the company’s name, it’s getting clicks quite a lot of the time. Their click through rate is 9.4%. So that is what you expect of the brand there, as there are people searching for it. Where there’s something with non brand related key terms that is super relevant to Vectron, like POS System, that’s also ranking well, with 8,542 impressions, 232 clicks and a click through rate of 2.72%, which is pretty good.
It then gives you an idea of the average position; so it is jumping about on the day-to-day, week-to-week, month-to-month basis, with the average of this keyword being 5.60.
Rhys: Just remember that this is the last 90 days of data; we can’t go back any further than that. It’s really nice to know sometimes, clients like to wonder what search terms are actually driving traffic to their website, well guys this is where we go to find that information.
Andrew: We will quickly just show you top pages as well. So this is referring to where people are arriving to within your site from Google. This / here just represents the home page. Support, that’s quite obvious as people are looking for support from their POS system.
Rhys: for the first section of Google Analytics we are going to have a look at Metro Mix Concrete. What do Metro Mix do Andrew?
Andrew: They are a concrete supplier.
Rhys: Jump into analytics where we are going to have a look at channels first and foremost. Just an important note that up until recently this is as much as we
could show you without reporting tools. So everything we have talked about up until this point should be new information and tools that can be used to drive information within your business.
Andrew: Up here on the screen, this is data fed straight from Google Analytics. Effectively if you were to log into your Google Analytics it would be the same data.
So channels for those of you who are unaware, channels are just the avenue that people use to arrive to your site, including organic searches like Google, not including paid ads. Paid Search is paid ads and Social media is Social, Referrals are things like the yellow pages and business directories. You will probably notice that these only make up a very small percentage. Display is your display campaign and email is marketing and other are other things like maybe a TV campaign that you’re manually trickling some traffic into.
Rhys: Unfortunately, we don’t have a lot of time to go through a lot of this today. If some of this information is foreign to you please do give your account manager a call. Either Andrew or Taryn, and they will be more than happy to take you through this information.
So we have Organic Search here you will see it drops here in August, which is because we are in a partial time in August.
Andrew: yes, so all of these mean a month, we haven’t had a month yet in August obviously.
Rhys: So this is your organic search, so if you’re investing in organic companies obviously you want to see that grow.
Andrew: Initially you can see it was flat but you can still see a trend upwards and then it’s had a massive jump in 2016.
Rhys: While we are in here it is probably worthwhile to have a look at their rankings quickly to show that this is actually correlated with our rankings. So if your rankings are improving, more than likely your traffic is as well.
Andrew: The only caveat to that is that if the interest in your particular industry has gone down, so if no one is actually searching for your products anymore. Seasonally.
We can see here that it has been getting better and stronger, more and more top 3 rankings and more and more top 10 rankings and less of these 50s.
Rhys: That is a really good instruction and graphic of how an organic campaign works. You don’t see results overnight; we often say that to our clients. Like you we want to see instant results and success as early as possible.
Andrew: But obviously you can’t get it overnight, like you can’t get a six pack over night just from doing a few sit ups; you have to work at it for a few months or years.
Rhys: We will have a look at some more analytics data. We will have a loo at Audience and conversions but we will hop on Cave Hill Creek, as there is some really good information here.
Go into Analytics and look at Audience. This is some pretty rich information in terms of the demographics of the audience that is jumping onto the Cave Hill Creek website.
Andrew: Again, this is from Google Analytics so you can access this data from there but you can also get it from here.
You can get things such as the age, does that match up with your marketing efforts and the products that you are trying to push. Maybe you are attracting 18 year olds but you really need 50 year olds, so you need to change your strategy.
Rhys: Important information in regards your tone, the type of messaging, the imagery, EDM campaigns, Facebook campaigns, whatever it may be, really important information that we line up to your demographic.
Andrew: We can look at gender and devices, how over 50% are coming in over your tablet or mobile and if you are looking at getting a new website you may want to consider designing it first hand for mobile devices as most of your traffic is coming through that avenue.
Rhys: We will jump into conversions.
This is for the accountant out there, what is delivering us a return on investment in terms of our online marketing campaigns. So if we are investing in it, we always want to see what the outcome is and what it is delivering for us in terms of a business. So it is important to track goals and conversions in terms of key measurements of success in the online space.
Andrew: Rankings are nice but it’s not a vanity project, it’s not the principal alone. The reason why we are getting you rankings is to bring you more traffic, which in turn will hopefully get you more conversions and people contacting you.
Rhys: We want to be shifting that needle as much as we can so we have a nice little dashboard here that shows you goals of completions over the period of time from October 2016 through to current date, 1,402 goals. Don’t worry too much about the Goal Value here.
Andrew: It is something that is fed through here from Google Analytics and its something that we can manually import and determine what we would like to pay for a lead and that is just totaling up all those leads.
Rhys: So don’t hone in on that. The more important figures here are certainly the Goal Completion and the Completion Rate, those are in excellent condition.
Andrew: Yes, definitely.
Rhys: Then if we scroll down the page, we can see what goals are contributing to that 1,402 mark. So Tim has set these goals in conjunction with Andrew and Josh, who is running the social campaign. These are the type of things he is wanting us to shift the needle in.
Andrew: So Tim has a multi-purpose space where he hosts weddings, functions and glamping weddings, so he wants people to download the wedding brochure and get more information. We will hope that a few calls will follow through after that point.
Rhys: So please jump in and have a look at your conversions, it’s a lot easier to navigate than the old analytics.
Andrew: Also just quickly, if you’re an E-Commerce site this is where you are going to get your E-Commerce information.
Rhys: While we are in Cave Hills, we may as well have a look at the social side of things. In particular the overview and the feed into Facebook.
Andrew: Just quickly, the overview is nothing that you haven’t seen before, just some basic stats about the split, all your Facebook likes, Twitter followers and Instagram followers. The main thing that we are doing there to help Tim out is Facebook, we are running some organic stuff on Facebook, as well as advertisements, which we we are paying for.
So we can get some information about that like the ages, again this is all information that you can get from your Facebook account. It’s a little bit trickier to access but it is all here in the one place for you. You can see all the top cities, the languages; we can see the individual posts themselves. So if you have a campaign run by us, you may want to see all the posts in one place with the reach, the likes and the clicks.
Rhys: And to be honest, and you may disagree with me but I feel this is a lot easier to navigate than Facebook itself. In terms of reporting, this is reasonably new, so while he is looking at his rankings and his conversions he can log into here at the same time and see how social is going. He can then have some good conversations and make some informed decisions with Josh on his social media.
Andrew: We probably have 5-10 minutes before we jump into questions so we will quickly pop into AdWords. So we can use Storebay. Storebay, Dean, he
manufactures over bonnet storage cabinets. So if you are liking some space in your garage or your apartment or need some space, he will help you out. Storebay.com.au.
Rhys: So what have we got here?
We have a Google Adwords campaign running for Dean. Similar information that you can again gain from analytics but it’s easier to digest here.
So over this particular period of time, we’ve had this running since January, it’s delivered us 1,072 clicks, 93,347 impressions, we went into impressions before, that’s people who have viewed the ad.
Andrew: Cost, obviously how much has been spent and average CPC, conversions, conversion rate at 4.66% – again if we are over 3% we are happy with that. The Cost Per Conversion – that is what we want to focus on, that’s our bang for buck. Dean’s products are lucrative kind of product and a high end product.
Rhys: When you are having a business discussion internally about how much you are prepared to pay for a conversion or an actual lead, this is the sort of number we want to be talking about and having conversations with your account manager regularly about.
You can see down here the campaigns you are running and things, I don’t think we’ve got much time to jump in there and have a look but if you are running a campaign jump in there and have a good look at the information there.
The last point we want to show is, a new tool that we have introduced recently to our clients, we don’t have too many people on board yet as it is relatively new and campaign dependent of course is a call tracking tool. It allows you to track the calls that come through to your business from your online sources and particular your websites and campaigns you are running.
What we have here on the screen on the right hand side is the calls that the website has delivered and the campaigns have delivered to performance business sales. So thank you to the Performance Business sales team over in Perth. It is very kind of you to share this data with the audience today.
You will see it has delivered 74 calls, 67 of those were answered, 7 missed calls and 50 of those were first time callers.
If you scroll down just for a moment, what you will see is the actual source that these phone calls came from. In the Source Type column you will see those, the Google Organic are those listing on Google that people have searched for, what they want to sell their business, they want to look for a business broker over in Perth, they have stumbled across performance business sales and clicked on their snippet.
Andrew: What they will see is their normal website, this program will swap out their phone number, so they will call it will ping out somewhere and redirect to their phone number.
Rhys: Going down here you will see there is a direct lead that has come through, Google paid – if you are running a Google Paid campaign and so on and so forth.
The other neat thing about this is that it’s not just a tracking tool. What you can do through Google is track clicked calls but this goes one step further. It tracks all of your calls that come in from the website but it also records the calls as well. So I guess for those of you who are out there on a tangent going what could this mean for my business. Of course that means that you can listen to the call again and pick up on that information on that lead incase you missed anything. Also you can use this as a bit of a sales coaching tool as well, for your inbound call center, sales teams or receptionist, whoever may be taking these calls. You can listen back, gather some insights from that particular engagement/conversation and use it as a bit of a sales coaching tool as well
Andrew: We don’t want you to make a witch hunt out of it or anything but still useful.
Rhys: As we said, it’s a reasonably new tool. Not too many of you out there have it but its really good for attribution. I remember a couple of years ago I was having a conversation with a client about how was the campaign going? We started talking about phone calls and I said is the pone ringing more? They said we don’t really know, we don’t think it’s ringing more, we don’t feel like it’s ringing more – well this piece of software takes that unknown out and delivers a view and metric about what the website is delivering.
Andrew: Just quickly I will say if you have this software put in, you just click here and it will download for you. You just play it through your ITunes like an MP3 file.
Rhys: Just before we jump into Q& A I think we have covered a lot of information today and we have flown through some of it. So if there is something that you want to square off with again but you don’t want to raise it in the question and answer forum please do contact your account manager.
47:42 – Q& A
Rhys: we are going to open up for a bit of a Q & A session now.
First question from Michael. The call tracking software can every website have that or is it website specific like WordPress? How can I go about getting it on my website?
Andrew: I would say that you could put it on any website but you know our bread and butter is WordPress. I’m sure you can add it to any website that allows you to edit the code.
Question from Sophie: With regards to rankings, can I go and add more key words myself or do I need to talk to my account manager and add those in?
Andrew: Quite a few of you may have some key words in there that were relevant a year ago but it might have changed now. So absolutely give your account manager a call if you’re seeing some words in there or if you’re not seeing key words that you think should be in there because we want to be tracking the key words that you think matter.
Question from Scott, is there a number to be striving for in Backlinks?
Andrew: I think Rhys said it before, 5/10 years ago was definitely the number, the more the better but now if you can get one link from a government website you’re laughing. That’s worth millions of small bad links because Google just ignores the small stuff and links from bad websites can actually hurt you.
Rhys: So I’m actually going to ask my own question here; how do I go about getting extra backlinks?
Andrew: The thing that has to happen is it is collaboration between the account manager and the client. We need to have a discussion around who your current partners are and who you subcontract out to so and so from wherever. We can have discussions with them, write content for them to put it on their website, that links back to us or vice versa. Always good to think about who you work with, who you’re friends with in the industry and you can work together to help each other out.
Rhys: When you own a blog, you don’t just have to be writing for your website, you can be writing for an external source if you will that writes back to your website.
Andrew: Yes that’s right.
Rhys: Just a quick query from Amanda. How do I get this platform I don’t think I have it at the moment?
Andrew: Just give us a call and we can talk about implementing it. It is usually implemented with a strategy that in provided in tandem with it so that we can track what we are doing with it and see that it is working and tailor it. If you don’t currently have something similar to this or don’t have access to the data
that you were expecting or have seen here today just give us a call and we can probably hook you up with something.
Rhys: It is campaign specific and dependent. Some campaigns that have been in place for a little while haven’t been updated to the newer offers may not have it currently but please do give your account manager a call so we can have a discussion about getting you on board with this.
Question from Tara; how much does the call tracking cost?
It depends on your business as it has some implications with regards to how many calls you are getting, best to open that chat up directly with your account manager and we can provide you with a specific costing around that.
Andrew: It does vary around the amount of calls you are receiving.
Rhys: You would be surprised around how cost effective it is though n terms of what it can deliver to your business.
We have one last question from Victoria – what is considered an old website?
Andrew: If it looks old, it is probably old. Really you are kind of looking at it subjectively, we are looking at websites all day. As soon as I see one that I think needs updating, I can spot it straight away. If you’re not looking at websites all the time it might be a bit harder for you to see that, best thing for you to do is look at the competitors. If you are thinking should I update my website? Look at your competitors, if you look and see that theirs are flashier than yours, then you probably need to updated because that means more than likely that your customers are going to be doing business with the flashier website.
Rhys: I guess something to add there is it’s hard to put a timeline on it Victoria, but if your website hasn’t been built in the last 3-4 years its probably due an update and a lot depends on your content management system. If you don’t use a WordPress content management system or something similar at that sort of industry standard and level and it’s hard coded and you don’t actually have a content management system to get into the backing then I would dare say it needs updating.
So if there are no other queries at this stage we will take lunch. Thank you everyone for joining today, this is the first webinar of many. It’s been great to introduce the new reporting software and dashboard there for you today. Hop in there and play around, we expecting that many of you will have questions and we hope that you hit your account managers up with those questions because the more you engage with these tools and the more you become comfortable with asking questions in this space, the more effective we can be with your campaign.
Thank you guys, have a great day.
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