@annstanleyAn Integrated Approach to Driving  More Traffic to Your Website                by            Ann Stanley       ...
@annstanley
@annstanleyDigital landscape
@annstanleyTop UK sites by visitsSource: Hitwise week ending 8/5/2012
@annstanleyPart 1 – Top tips
@annstanley                  Part 1 - Top 10 Tips• Getting the basics right   –   Customers and competitors   –   Web Desi...
@annstanleyCustomers, competitors    and objectives
@annstanley   Understanding your customers?• Your website look and feel should be designed for your  target customers (esp...
@annstanleyTarget audience - site aimed at parents and kids
@annstanleyTarget audience - site aimed at techies
@annstanleyBranding – lifestyle & aspirations
@annstanley      Who are your competitors?• Your competitors are not only the companies that  offer similar services to yo...
@annstanleyThe key to getting the best website                         Design                first impressions counts     ...
@annstanley  Why is the design and firstimpression of your website so         important?
@annstanleyInstant impression of your website!                     SECONDS
@annstanleyExample Britain’s Best Breaks –effect of design on web results
@annstanleyAnalyticsresults
@annstanleyExamples of “calls for action”
@annstanleyIs your site mobile ready?
@annstanley             Device responsive design•   Same url for all devices rather than a separate mobile site or sub-dom...
@annstanley     Amazon.co.uk responsive design         or Amazon.co.uk AppMain site – with adaptive CSS   Amazon App
@annstanleyGoogle Analytics
@annstanleyUsing Google Analytics
@annstanleyTraffic sources
@annstanleyEcommerce – differences in conversion       rate by traffic source
@annstanleyAnalytics Conversion Attribution –    top paths to a conversion
@annstanleyQuick wins!
@annstanleyEmail marketing
@annstanleyUse of email templates and reporting
@annstanley“MailChimp” email marketing tool
@annstanleySpike in traffic due to email
@annstanleyAnalytics URL builder
@annstanley      How to get a localbusiness listing - so you appear      next to the map?
@annstanleyLocal listings
@annstanleyGetting listed in Google Places (Local Search)
@annstanleyAdd your company details
Bing Map –             @annstanleylisting through My118 Information
@annstanleyUsing Google AdWords or pay per click (PPC)
@annstanley                Pay Per Click in Action   1Usersubmitssearch    2Listingsdynamicallyordered bybid price &releva...
@annstanley                 PPC Account Hierarchy  Campaigns (<20)  (set a budget and                             Timber  ...
@annstanley                  Typical PPC resultsGlossaryImpressions = number of times your ad is seenClicks = number of ti...
@annstanley Managing PPC – what’s important• Quality Score – Google’s measure of relevancy – it affects  your position and...
@annstanleyAd Extensions, Local Listings (map)   and new Product Listing ads
@annstanleyRemarketing in AdWords (aka stalking)
@annstanley                             Remarketing results                      Client 1                     Client 2    ...
@annstanleyGoogle Merchant Centre for     ecommerce sites
@annstanleyIntegration with Google Merchant Centre                                          New Product                   ...
@annstanleySummary of different shopping results in Google                                  Keywords =                    ...
@annstanleyIncrease in daily traffic due to      Merchant Centre      Merchant Centre set-up
@annstanleySlow burn
@annstanleySearch engine optimisation (SEO)        On-page optimisation
@annstanleySearch engine results                    Display options                    Organic or natural                 ...
@annstanley  How to get into the Google results• Map – create a free Google Places listings (also in Bing)• Shopping resul...
@annstanley            How Search Engines Work    A search engine is made of three basic components:A Spider or Robot     ...
@annstanleyCheck that your site is indexed?                      Do you have                      keyphrases in           ...
@annstanleyGoogle keyword research tool
@annstanleyDetermine the level of competition
@annstanleyPage plan with levels of monthly searches   vs competition (results in Google)
@annstanleyOn-page factors•   Title Tag•   Meta Tags (description, keyword etc)•   Content•   Heading content•   Frequency...
@annstanley
@annstanleyOn-Page Factors
@annstanleyKeyphrase density (using SEOQuake)
@annstanley  Checklist for optimising your website• Carryout keyphrase research• Prioritise your keyphrase by high search ...
@annstanleySearch engine optimisation         Off-page
@annstanleyOff-page factors•   Domain age•   Domain name•   Filename/full URL•   Directory listings•   External Link Struc...
@annstanley     Why are Links important?Key to Google’s algorithm: • Indicator of value: PageRank • Indicator of relevance...
@annstanleyOff-page factors - Linking
@annstanleyOff-page factors - Linking
@annstanleyGetting Links• Content that people will want to link to      • Free stuff      • Blog posts      • Useful docum...
@annstanleyIntegrating PPC and SEO
@annstanley  Why use PPC data to determine the  most effective keyphrases for SEO?• It can take 6 -12 months to see the re...
Selecting keyphrases for SEO                                                      @annstanley           using PPC conversi...
@annstanley Increase in organic traffic and salesJan 2011 – Dec 2012 – visits from organic (dark blue line) vs revenue (li...
@annstanleySocial marketing - Blogs, Twitter,     FaceBook, LinkedIn etc
@annstanley          Importance of social• Direct sales e.g. Facebook commerce• Direct traffic e.g. Brand pages (Facebook,...
@annstanley            Building Communities• Why?  – Marketing to a specific target market that uses the platform  – Loyal...
@annstanleyBlogging
Social networking for businesses                               @annstanley (personal vs company profiles)
@annstanleyTwitter account
@annstanleyGoogle Plus
@annstanleyFacebook
@annstanleyPinterest
@annstanleyPart 2 – what’s new in Google?
@annstanleyNew Google layout
@annstanleyNot logged-in
@annstanleyGoogle’s “Search, Plus Your World”
@annstanleyUniversal results
@annstanleyLocal results
@annstanley                                          Panda?LSI – Latent semantic indexinghttp://searchenginewatch.com/arti...
@annstanley   Google Panda update and need for        ‘good quality content’• In 2011, Google implemented a rolling algori...
@annstanley           Optimise for the user –            not search engines• Making sure a site is optimised to provide a ...
@annstanley   Ecommerce optimisation –unique content on category pages
@annstanley   Ongoing ‘Fresh’ content(blogging with social plug-ins)
@annstanley            User-generated content• User-generated content, or UGC, is still a great way to add unique and  rel...
@annstanleyVideo integrated with product pages
@annstanleyUse of Schema.org and rich snippets
@annstanley   Thank You     Ann Stanley     @annstanleyann@anicca-solutions.comwww.anicca-solutions.com
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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 yourself and drive sales.

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An Integrated Approach To Driving More Traffic To Your Website

  1. 1. @annstanleyAn Integrated Approach to Driving More Traffic to Your Website by Ann Stanley May 2012
  2. 2. @annstanley
  3. 3. @annstanleyDigital landscape
  4. 4. @annstanleyTop UK sites by visitsSource: Hitwise week ending 8/5/2012
  5. 5. @annstanleyPart 1 – Top tips
  6. 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. 7. @annstanleyCustomers, competitors and objectives
  8. 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. 9. @annstanleyTarget audience - site aimed at parents and kids
  10. 10. @annstanleyTarget audience - site aimed at techies
  11. 11. @annstanleyBranding – lifestyle & aspirations
  12. 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. 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. 14. @annstanley Why is the design and firstimpression of your website so important?
  15. 15. @annstanleyInstant impression of your website! SECONDS
  16. 16. @annstanleyExample Britain’s Best Breaks –effect of design on web results
  17. 17. @annstanleyAnalyticsresults
  18. 18. @annstanleyExamples of “calls for action”
  19. 19. @annstanleyIs your site mobile ready?
  20. 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. 21. @annstanley Amazon.co.uk responsive design or Amazon.co.uk AppMain site – with adaptive CSS Amazon App
  22. 22. @annstanleyGoogle Analytics
  23. 23. @annstanleyUsing Google Analytics
  24. 24. @annstanleyTraffic sources
  25. 25. @annstanleyEcommerce – differences in conversion rate by traffic source
  26. 26. @annstanleyAnalytics Conversion Attribution – top paths to a conversion
  27. 27. @annstanleyQuick wins!
  28. 28. @annstanleyEmail marketing
  29. 29. @annstanleyUse of email templates and reporting
  30. 30. @annstanley“MailChimp” email marketing tool
  31. 31. @annstanleySpike in traffic due to email
  32. 32. @annstanleyAnalytics URL builder
  33. 33. @annstanley How to get a localbusiness listing - so you appear next to the map?
  34. 34. @annstanleyLocal listings
  35. 35. @annstanleyGetting listed in Google Places (Local Search)
  36. 36. @annstanleyAdd your company details
  37. 37. Bing Map – @annstanleylisting through My118 Information
  38. 38. @annstanleyUsing Google AdWords or pay per click (PPC)
  39. 39. @annstanley Pay Per Click in Action 1Usersubmitssearch 2Listingsdynamicallyordered bybid price &relevancy 3User clickson paid link,triggeringpayment toGoogle
  40. 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. 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. 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. 43. @annstanleyAd Extensions, Local Listings (map) and new Product Listing ads
  44. 44. @annstanleyRemarketing in AdWords (aka stalking)
  45. 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. 46. @annstanleyGoogle Merchant Centre for ecommerce sites
  47. 47. @annstanleyIntegration with Google Merchant Centre New Product Listing ads AdWords product extensions Shopping results from Merchant Centre
  48. 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. 49. @annstanleyIncrease in daily traffic due to Merchant Centre Merchant Centre set-up
  50. 50. @annstanleySlow burn
  51. 51. @annstanleySearch engine optimisation (SEO) On-page optimisation
  52. 52. @annstanleySearch engine results Display options Organic or natural results Universal results – news, shopping etc Ads - paid
  53. 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. 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. 55. @annstanleyCheck that your site is indexed? Do you have keyphrases in your url, title and description?
  56. 56. @annstanleyGoogle keyword research tool
  57. 57. @annstanleyDetermine the level of competition
  58. 58. @annstanleyPage plan with levels of monthly searches vs competition (results in Google)
  59. 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. 60. @annstanley
  61. 61. @annstanleyOn-Page Factors
  62. 62. @annstanleyKeyphrase density (using SEOQuake)
  63. 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. 64. @annstanleySearch engine optimisation Off-page
  65. 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. 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. 67. @annstanleyOff-page factors - Linking
  68. 68. @annstanleyOff-page factors - Linking
  69. 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. 70. @annstanleyIntegrating PPC and SEO
  71. 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. 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. 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. 74. @annstanleySocial marketing - Blogs, Twitter, FaceBook, LinkedIn etc
  75. 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. 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. 77. @annstanleyBlogging
  78. 78. Social networking for businesses @annstanley (personal vs company profiles)
  79. 79. @annstanleyTwitter account
  80. 80. @annstanleyGoogle Plus
  81. 81. @annstanleyFacebook
  82. 82. @annstanleyPinterest
  83. 83. @annstanleyPart 2 – what’s new in Google?
  84. 84. @annstanleyNew Google layout
  85. 85. @annstanleyNot logged-in
  86. 86. @annstanleyGoogle’s “Search, Plus Your World”
  87. 87. @annstanleyUniversal results
  88. 88. @annstanleyLocal results
  89. 89. @annstanley Panda?LSI – Latent semantic indexinghttp://searchenginewatch.com/article/2104571/Google-Panda-6-Months-Out-Still-Has-People-Baffled
  90. 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. 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. 92. @annstanley Ecommerce optimisation –unique content on category pages
  93. 93. @annstanley Ongoing ‘Fresh’ content(blogging with social plug-ins)
  94. 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. 95. @annstanleyVideo integrated with product pages
  96. 96. @annstanleyUse of Schema.org and rich snippets
  97. 97. @annstanley Thank You Ann Stanley @annstanleyann@anicca-solutions.comwww.anicca-solutions.com
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