An Integrated Approach To Driving More Traffic To Your Website

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The top ten tricks to get more traffic and conversions from your website. From some easy wins, some free methods, some paid techniques and the ones that take a long time to take effect but you can do …

The top ten tricks to get more traffic and conversions from your website. From some easy wins, some free methods, some paid techniques and the ones that take a long time to take effect but you can do yourself and drive sales.

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  • 1. @annstanleyAn Integrated Approach to Driving More Traffic to Your Website by Ann Stanley May 2012
  • 2. @annstanley
  • 3. @annstanleyDigital landscape
  • 4. @annstanleyTop UK sites by visitsSource: Hitwise week ending 8/5/2012
  • 5. @annstanleyPart 1 – Top tips
  • 6. @annstanley Part 1 - Top 10 Tips• Getting the basics right – Customers and competitors – Web Design and “Calls for action” – Is your site mobile-ready? – Measuring website performance with Google Analytics?• Quick wins – Email marketing – Local listings/Maps – Google Merchant Centre for ecommerce sites – Using Google AdWords or pay per click (PPC)• Slow burns – Search engine optimisation (SEO) – Social marketing - blogs, Twitter, FaceBook, LinkedIn etc
  • 7. @annstanleyCustomers, competitors and objectives
  • 8. @annstanley Understanding your customers?• Your website look and feel should be designed for your target customers (especially age and demographics)• All customers are consumers at heart – and they will judge you against the sites they like and use - rather than your competitors (the “John Lewis” effect)• If you have more than one type of customer (eg consumers vs trade) make it easy for them to know where they need to go and what they can do on your site• If you don’t meet your customers needs then your competitors will!
  • 9. @annstanleyTarget audience - site aimed at parents and kids
  • 10. @annstanleyTarget audience - site aimed at techies
  • 11. @annstanleyBranding – lifestyle & aspirations
  • 12. @annstanley Who are your competitors?• Your competitors are not only the companies that offer similar services to you, they include: – Other companies that compete for your customers’ pounds – Other companies that might appear for the same keyphrases in the search engines• If you are redesigning your website make sure it has a better design and functionality than your competitors - as they may be building a new improved site right now!
  • 13. @annstanleyThe key to getting the best website Design first impressions counts We need to get a balance between these elements Content Functionality what the site says to what the site does for the user and search the user and your engines business
  • 14. @annstanley Why is the design and firstimpression of your website so important?
  • 15. @annstanleyInstant impression of your website! SECONDS
  • 16. @annstanleyExample Britain’s Best Breaks –effect of design on web results
  • 17. @annstanleyAnalyticsresults
  • 18. @annstanleyExamples of “calls for action”
  • 19. @annstanleyIs your site mobile ready?
  • 20. @annstanley Device responsive design• Same url for all devices rather than a separate mobile site or sub-domain• User detection agent (distinguishes device)• Liquid or responsive design suitable for each size device/operating system/browser• Mobile design often has a single column with most important content/features moved to the top and in some cases some content hidden
  • 21. @annstanley Amazon.co.uk responsive design or Amazon.co.uk AppMain site – with adaptive CSS Amazon App
  • 22. @annstanleyGoogle Analytics
  • 23. @annstanleyUsing Google Analytics
  • 24. @annstanleyTraffic sources
  • 25. @annstanleyEcommerce – differences in conversion rate by traffic source
  • 26. @annstanleyAnalytics Conversion Attribution – top paths to a conversion
  • 27. @annstanleyQuick wins!
  • 28. @annstanleyEmail marketing
  • 29. @annstanleyUse of email templates and reporting
  • 30. @annstanley“MailChimp” email marketing tool
  • 31. @annstanleySpike in traffic due to email
  • 32. @annstanleyAnalytics URL builder
  • 33. @annstanley How to get a localbusiness listing - so you appear next to the map?
  • 34. @annstanleyLocal listings
  • 35. @annstanleyGetting listed in Google Places (Local Search)
  • 36. @annstanleyAdd your company details
  • 37. Bing Map – @annstanleylisting through My118 Information
  • 38. @annstanleyUsing Google AdWords or pay per click (PPC)
  • 39. @annstanley Pay Per Click in Action 1Usersubmitssearch 2Listingsdynamicallyordered bybid price &relevancy 3User clickson paid link,triggeringpayment toGoogle
  • 40. @annstanley PPC Account Hierarchy Campaigns (<20) (set a budget and Timber targeting) Ad Groups 20-100 per campaign Timber Timber Timber (each has its own ad Company Merchant Suppliescopy and landing page) timber merchants Keywords timber company timber supplies builders merchants 3-30 per ad group timber companies timber timber supplier
  • 41. @annstanley Typical PPC resultsGlossaryImpressions = number of times your ad is seenClicks = number of times searcher clicked on your adCTR = click through rate clicks divided by impressions (>2% indicates a morerelevant keyphrase and ad combination)Avg CPC = average cost per click (amount paid when users click on your ad)Cost = total spent in period (clicks times average cost per click)Avg Position = Average position achieved in resultsConversions = completed sales or completed registrationsConversion rate = conversions divided by clicksCost per conversion = total cost divided by number of conversions
  • 42. @annstanley Managing PPC – what’s important• Quality Score – Google’s measure of relevancy – it affects your position and how much you pay (eg QS of 8/10 you pays half as compared with 4/10)• Click through rate – pause phrases and ads with a CTR below<1%, otherwise this drags down your QS• Position and bidding – you may have to bid lower (cost per click) and settle for position 3-6 to avoid the bidding war of position 1-3, where the CPC will be too high!• Cost per acquisition (CPA) – most sites have a typical conversion rate of 1%. Your cost per sale or lead will be 100 x your cost per click – can you afford this?
  • 43. @annstanleyAd Extensions, Local Listings (map) and new Product Listing ads
  • 44. @annstanleyRemarketing in AdWords (aka stalking)
  • 45. @annstanley Remarketing results Client 1 Client 2 Client 4 (from Aug 2011) (from Jan 2011) Client 3(from July 2011) (from Jan 2011) View- Conv. View- Conv. Conv. View- Conv. View- Conv. Conv. (1- through rate (1- Conv. (1- through rate (1- (1-per- through rate (1- Conv. (1- through rate (1-Campaign per-click) Conv. per-click) per-click) Conv. per-click) click) Conv. per-click) per-click) Conv. per-click)TOTAL 445 84 1.7% 2833 220 2.57% 559 118 2.44% 862 1716 1.06%Brand 39 0 6.7% 413 0 8.99% 433 0 5.13% - - -Remarketing 9 84 2.3%* 54 215 3.11%* 15 118 1.34% 179 1716 3.06%*Competitors - - - 216 0 2.01% - - - 184 0 1.88%Vouchers 29 0 15.26%Product 1 133 0 2.3% 1 0 50.00% 109 0 0.96% 2 0 1.57%Product 2 12 0 1.9% 1 0 14.29% 17 0 1.48%Product 3 156 0 1.7% 6 0 11.76% 85 0 1.29%Product 4 30 0 0.8% 1 0 11.11% 13 0 1.18%Product 5 5 0 0.7% 1 0 11.11% 25 0 1.05%Product 6 2 0 0.5% 3 0 8.33% 155 0 1.03%Product 7 93 0 7.98% 2 0 0.62%Product 8 16 0 6.35% 22 0 0.61%Product 9 3 0 5.88% 31 0 0.59%Product 10 1 0 5.56% 31 0 0.58%
  • 46. @annstanleyGoogle Merchant Centre for ecommerce sites
  • 47. @annstanleyIntegration with Google Merchant Centre New Product Listing ads AdWords product extensions Shopping results from Merchant Centre
  • 48. @annstanleySummary of different shopping results in Google Keywords = Samsonite luggageOrganic shopping results AdWords Products Map Product Listing ads ad extension and Places listings(Merchant Centre)
  • 49. @annstanleyIncrease in daily traffic due to Merchant Centre Merchant Centre set-up
  • 50. @annstanleySlow burn
  • 51. @annstanleySearch engine optimisation (SEO) On-page optimisation
  • 52. @annstanleySearch engine results Display options Organic or natural results Universal results – news, shopping etc Ads - paid
  • 53. @annstanley How to get into the Google results• Map – create a free Google Places listings (also in Bing)• Shopping results – feed your ecommerce database into Google Merchant Centre• Images & videos – make sure these have keyphrases in the file names and tags• News, blogs and Twitter results – create ongoing blog content on your site or via Twitter and news feed sites (PR)• Sponsored Links – set up an AdWords pay per click account – where you bid on relevant phrases and you pay if they click on your ad• Organic or natural listings – search engine optimise your website ie SEO
  • 54. @annstanley How Search Engines Work A search engine is made of three basic components:A Spider or Robot A Storage System A Matching Process orAn automated browser, it or Database Relevancy Algorithmsearches the web for new A record of all the pages The rules that tell the searchwebsites and changes to viewed by the Spider engine how to determinewebsites then views the what would be relevant toweb pages and strips out your searchthe text content
  • 55. @annstanleyCheck that your site is indexed? Do you have keyphrases in your url, title and description?
  • 56. @annstanleyGoogle keyword research tool
  • 57. @annstanleyDetermine the level of competition
  • 58. @annstanleyPage plan with levels of monthly searches vs competition (results in Google)
  • 59. @annstanleyOn-page factors• Title Tag• Meta Tags (description, keyword etc)• Content• Heading content• Frequency of phrases (how many times they are mentioned)• Density of phrases (proportion of the text)• Internal Link structure with anchor text)• Image optimisation (file names, Alt tags)• Avoid Spam techniques and over-optimising• Create new ongoing content on your site eg a blog
  • 60. @annstanley
  • 61. @annstanleyOn-Page Factors
  • 62. @annstanleyKeyphrase density (using SEOQuake)
  • 63. @annstanley Checklist for optimising your website• Carryout keyphrase research• Prioritise your keyphrase by high search volume and low competition (use pay per click data if you have it?)• Produce a topic and a page plan (ie which pages are to be optimised with which phrases)• Write new optimised content or existing and new pages, (URL, title, description, headers, keyphrase density, anchor text, image optimisation)• Upload your content through your CMS and add new links from the homepage for new pages eg in the footer (you may need to get your developer to do this)• Add new optimised content every week via a blog• Review results using Webmaster Tools and Analytics
  • 64. @annstanleySearch engine optimisation Off-page
  • 65. @annstanleyOff-page factors• Domain age• Domain name• Filename/full URL• Directory listings• External Link Structure• Anchor text of inbound links• Page quality of inbound links• Social bookmarks• Reviews and testimonials• Social indicators especially Google +1 and Facebook “Shares”
  • 66. @annstanley Why are Links important?Key to Google’s algorithm: • Indicator of value: PageRank • Indicator of relevance: Anchor textBest links from: • Highly trusted sites (high PageRank) • Pages with relevant content • Your keywords as anchor text
  • 67. @annstanleyOff-page factors - Linking
  • 68. @annstanleyOff-page factors - Linking
  • 69. @annstanleyGetting Links• Content that people will want to link to • Free stuff • Blog posts • Useful documents/articles • Online tools • Video and audio • Funny or entertaining content• Your content on other sites • Article syndication site • Guest blogging • Online PR • Directories
  • 70. @annstanleyIntegrating PPC and SEO
  • 71. @annstanley Why use PPC data to determine the most effective keyphrases for SEO?• It can take 6 -12 months to see the result of your SEO activities• But you may have wasted your efforts on optimising for keyphrases with high volumes of searches but no conversions• We recommend you use PPC data as part of your SEO strategy – Narrow down your list to the keyphrases that convert – Use as many months data as possible and use “See Search Terms” to see the actual converting phrases – If you are not currently using PPC then you may want to run a PPC campaign before starting your SEO, in order to understand your keyphrase profile
  • 72. Selecting keyphrases for SEO @annstanley using PPC conversion data Competition PPC data See search (Allintitle: Conv. (1-per- terms TotalKeyword Searches (phrase match) "keyphrase") Ratio click) conversions conversions 1 2900 14,200 0.20 307 307 2 27100 2,050,000 0.01 196 196 3 14800 598,000 0.02 185 185 4 2400 3,540 0.68 86 86 5 73 551 0.13 42 18 60 6 1600 472,000 0.01 29 29 58 7 590 82,400 0.01 49 49 8 58 168 0.35 48 48 9 4400 582,000 0.01 47 47 10 260 8,060 0.03 45 45 11 3600 516,000 0.01 44 44 12 880 210 4.19 43 43 13 16 366 0.04 25 11 36 14 260 28 9.29 16 18 34 15 140 10,500 0.01 29 29 16 210 8,270 0.03 16 12 28 17 3600 51,300 0.07 24 24 18 58 6 9.67 24 24 19 73 30 2.43 23 23 20 1600 205,000 0.01 22 22
  • 73. @annstanley Increase in organic traffic and salesJan 2011 – Dec 2012 – visits from organic (dark blue line) vs revenue (light blue line)Visits from organic 2011 (dark blue line) vs 2010 (orange line) SEO project started July 2011
  • 74. @annstanleySocial marketing - Blogs, Twitter, FaceBook, LinkedIn etc
  • 75. @annstanley Importance of social• Direct sales e.g. Facebook commerce• Direct traffic e.g. Brand pages (Facebook, Google Plus, Twitter)• Community, loyalty and word of mouth (Facebook Likes, Twitter, Reddit, Digg, Delicious) and social shopping sites e.g. Kaboodle• Referrals, links and SEO benefit (Google Plus, Facebook Shares, social bookmarking)
  • 76. @annstanley Building Communities• Why? – Marketing to a specific target market that uses the platform – Loyalty and referrals – viral marketing – Link building benefits for SEO• How? – Recommendations and Social book marking eg Delicious, Digg – Social Networking for promoting discount codes, events & competitions – LinkedIn, Facebook Group, Twitter profiles – PPC on these platforms (paid social)
  • 77. @annstanleyBlogging
  • 78. Social networking for businesses @annstanley (personal vs company profiles)
  • 79. @annstanleyTwitter account
  • 80. @annstanleyGoogle Plus
  • 81. @annstanleyFacebook
  • 82. @annstanleyPinterest
  • 83. @annstanleyPart 2 – what’s new in Google?
  • 84. @annstanleyNew Google layout
  • 85. @annstanleyNot logged-in
  • 86. @annstanleyGoogle’s “Search, Plus Your World”
  • 87. @annstanleyUniversal results
  • 88. @annstanleyLocal results
  • 89. @annstanley Panda?LSI – Latent semantic indexinghttp://searchenginewatch.com/article/2104571/Google-Panda-6-Months-Out-Still-Has-People-Baffled
  • 90. @annstanley Google Panda update and need for ‘good quality content’• In 2011, Google implemented a rolling algorithm update known as ‘Panda’, which ‘penalises’ sites that host poor quality content and/or provide a poor user experience• The effect of the Panda update was widespread and, with every update, Google becomes more sophisticated at judging the quality of content on a site
  • 91. @annstanley Optimise for the user – not search engines• Making sure a site is optimised to provide a rich, relevant and rewarding experience for visitors is the best way to avoid Panda penalties, which means: – No duplicate content – All pages to have unique, relevant and useful content (even the 1000s of product pages on ecommerce sites!) – Good levels of interaction on site (low bounce rates, inbound links to ‘deep’ pages, social mentions etc…)
  • 92. @annstanley Ecommerce optimisation –unique content on category pages
  • 93. @annstanley Ongoing ‘Fresh’ content(blogging with social plug-ins)
  • 94. @annstanley User-generated content• User-generated content, or UGC, is still a great way to add unique and relevant content to web pages – especially product pages in the ‘post- Panda’ search environment:
  • 95. @annstanleyVideo integrated with product pages
  • 96. @annstanleyUse of Schema.org and rich snippets
  • 97. @annstanley Thank You Ann Stanley @annstanleyann@anicca-solutions.comwww.anicca-solutions.com