Increasing Your Web Traffic

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Seamus Morley, Find50 Marketing
CharityComms Seminar 10 November 2010
www.charitycomms.org.uk/events

Increasing traffic to your website

Based on his work with organisations such as RNIB, Breast Cancer Care and Cass Business School, Seamus will show you some simple ways to increase the quality and quantity of visitors to your website. He’ll be looking at offline and online promotion of your website including how to make use of social media, advertising and the free Google AdWords. He'll also be showing ways to measure web success and performance improvement.

By Seamus Morley, Founder, Find 50 Marketing

Published in: Technology, Business
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Increasing Your Web Traffic

  1. 1. Increasing your Web Traffic By Seamus Morley Web: www.find50-marketing.co.uk Twitter: @find50 Presentation delivered at the CharityComms Seminar, 10 November 2010 Web: www.charitycomms.org.uk
  2. 2. Measure what matters • What gets attention ? • What matters to senior management ? • Find the interested ones. • Needs to be `closed loop` • ie `cause and effect` • Look for quick wins • Simple data easy to understand. Closed loop – monitor/ modify
  3. 3. • Web Site sections: Goals/KPI`s > Cause Related > Engagement > Services > Sign Up/Register > Fundraising > Sign Up/Donate What to measure ? • Social Media: > Influence > Post Rank/Twitalizer > Web Site Visits > Number/Duration www.find50-marketing.co.uk/measure-the-effect...
  4. 4. • Organic • PPC • Email • Social Media • Referral • Content Ads • 80% • 10% • 2% • 1% • 5% • 2% • SEO • Long Tail • Link back • Anchor Text ? Where do visitors come from ? Source % Total Visits Action
  5. 5. • Content > Measuring – By Site Section/Page -Time on Site – Relevant/Useful - Bounce Rate – Use GA Profiles - Depth of Visit • What is (not)popular ? > Look in GA -Intelligence/SiteSearch -Keywords -Forum Step 1: Keep existing Visitors a positive web experience helps donations
  6. 6. 2B. High Bounce Rate 2A. High Number Pages of Views 1. Weighted Sort Note `Avg Time on Page` Identifying poor performing Pages
  7. 7. Google Keyword Tool Insight & Trends PPC Webmaster Tools Twitter Search Top Info Source `the big picture` • 20k Visits p.mth FREE ! • Test for new audiences Google Grant: Register NOW Topsy/Twitter Step 2: Find New Visitors What is your `market` share ?
  8. 8. Keyword Tool 2. Keyword OR web page URL 1. Reporting Tab 3. Ke
  9. 9. Webmaster Tools 1. Data by country You MUST register your site(s) 2. CTR - by Query 3. Impressions data – by Query How Google sees your site on the web
  10. 10. • Text/Image/Video Ads: – Facebook – Google Content Network – YouTube • By demographics • By Site • Keyword • CPC comparable to AdWords cpc. • Low CTR/High Impressions Step 3: Spread your net Push/Interrupt Marketing
  11. 11. Summary Measure what matters - segment Decide on KPI`s Identify visitor sources Keep existing visitors happy Find new relevant audience(s)

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