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Working Document. Presented initially at the AAN West web publishing conference, 2008.

Working Document. Presented initially at the AAN West web publishing conference, 2008.

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AAN TrafficPresentation Presentation Transcript

  • 1. Maximizing New User Acquisitions : Components of a Holistic Traffic Generation Strategy Andrew Sullivan, President, eLine LLC Jan 31, 2008.
  • 2. Agenda
    • Goals
    • The Traffic Landscape
    • Basic Strategies to Increase Traffic
    • Suggested Natural Traffic Workflow
    • Basic Tools To Understand Traffic
    • Online Strategies To Pursue
  • 3. Goals and Objectives
    • Basic Understanding of traffic dynamics
    • Understand ‘keywords’ and ‘keyword themes’ 
    • Understand how to monitor keyword behavior on engines, competitors’ sites and on their own site
    • Understand how that should inform content development and site architecture issues
    • Example of an SEO-centric publishing workflow
    • Understand how the different strategies of driving page views through engines or developing qualified impressions affects both traffic generation and ad sales strategies.
  • 4. Traffic Landscape Overview: Search Engine Optimization Paid Inclusion Search Engine Marketing (Paid Search) ‘ Social Marketing’
  • 5. Everything drives Search
    • Search Engines are catching demand and interest created through many different media.
    Brand Print Offline Campaigns Reputation BREAKING NEWS Alternative Newsweeklies Email Newsletters Online PR Online Advertising How to maximize Search: - PUSH the brand on non branded queries - PULL qualified users through Branded queries Ultimately, the cheapest and best keywords are Branded Keywords. Non Branded queries start the funnel. Measuring Latency between awareness and conversion is key to success. SEARCH SEARCH SEARCH SEARCH SEARCH SEARCH SEARCH SEARCH SEARCH
  • 6. Media that influences US Consumers
  • 7. The Size of the Universe
    • Total US Internet Audience:
    • 178 Million Unique Users
    • Google: 111 Million Unique Users
    • (62% reach)
    • Yahoo!: 75 Million
    • (42% reach)
    • MSN: 52 million Unique Users
    • (29% reach)
    Source: comScore Key Measures. June 2007 stats
  • 8. Google Dominates US Search With 8 Billion US Searches Per Month: Identify opportunities through variance in your traffic
  • 9. Anatomy of Search Engines 70% 30% Paid Search Organic Search Source: 2006 iProspect / Jupiter Research Study
  • 10. Yahoo! 60% 40% Yahoo! Organic Listings & Yahoo! Paid Inclusion Listings Paid Search Source: 2006 iProspect / Jupiter Research Study
  • 11. Industry Stats: Search Pages 90% of search engine users do not go past the 3 rd page. Source: 2006 iProspect / Jupiter Research Study
  • 12. Industry Stats: Keyword Usage Source: 2006 iProspect / Jupiter Research Study
  • 13. Industry Stats: SE Position = Brand Source: 2006 iProspect / Jupiter Research Study
  • 14. Search Engine Optimization
    • Definition: The marketing technique of preparing a website to enhance its chances of being ranked in the top results of search engines once a relevant search is undertaken
    • Important Considerations
      • Pages must be indexed in the natural search index
      • The search engine database must be able to identify content associated with the page
      • Search engine algorithms decide relevancy
    Search Engines are looking to present the most relevant search engine results based on the query.
  • 15. Important Variables for SEO Before Search Engine Algorithms rank the relevance of the website, the website must be properly crawled and viewed by the engines. KW Density in Links KW Density in Links KW Occurrence in Body Copy Page KW Density Page KW Density Page KW Density KW Density in Title Tags KW Density in Title Tags KW Density in Title Tags KWs in URL KWs in URL Yahoo! Directory Listings Yahoo! Directory Listings Domain Links KWs in URL DMOZ Listings External Links External Links External Links
  • 16. Key Considerations for Natural Search Optimization 1 2 3 4
    • Website Architecture
    • Control Footprint in Search Engine Index
    • Your Community
    • Hubs & Authorities
    • Quantity of Links
    • Quality of Links
    • Audience
    • Query Behavior
    • Opportunity
    • Content
    • Page Themes
    • Value to Users
    Analytics & Reporting
  • 17. Content Optimization & Responsibilities
    • Looking at a holistic point of view, there are four primary considerations that are drivers of high visibility on the natural search engine results pages (SERPs).
    • Keywords : Understand the keywords/phrases used (searched for) by your primary audience and develop strong themes within your site. The Search Engine essentially constitutes a new ‘audience’ (and a very transparent one) and it should be the copy writer’s responsibility to understand the language of this audience and craft articles to correspond with those expressed interests. The (online) copy writer then recommends a linking strategy and site architecture to the online editor.
    • Technical Architecture of the Website : (online) editor
      • Crawlability / Indexing: All pages in the website should allow crawlers to find and index every page and word in the website.
      • Internal Linking: Usage of navigation bars, footers and sitemaps to emphasize and reiterate the weight each page pulls.
    • Content of each page: - online copy editor
      • Title, Meta Descriptions, Headers, keyword density of each page
      • Uniqueness of content within the scope of the website. One should limit the redundancy of keyword theme to limit the competition to rank of that keyword from pages internally.
    • External Link Popularity – someone needs to ensure timely pick-up by engines and notification of linkable item to interested blogs/sites.
      • The quality of links from external domains.
      • Quality is determined by:
            • The relevancy of the origination URL
            • The link in static HTML
            • Theme keyword represented in the link from the external URL.
  • 18. Search Engine Priorities
    • Currently, the top priority variables on-the-page for the three major search engine algorithms is the following:
    • Incoming Link Quality (Static link with keyword in the Anchor text)
    • Keywords in URL (target Keyword separated using hyphens) Research shows that the URL naming structure of a website is one of the top factors in determining rankings; therefore, URLs should always be as clean, concise, and informative as possible.
    • Keyword Density in Page Title – Limit 10 words. Insert Primary Keyword Phrase as the starting keyword.
    • Page Keyword Density – About 1 primary keyword phrase occurrence every 30 to 40 words.
    • Other Areas To Insert Keywords/Phrases
    • Meta Description – appeal to readers as this may appear on the SERPs
    • Page Header – important visual aid for users to identify the subject of the content.
    • Image ALT tags – tag the theme of the image so the engine can understand what is in the image.
  • 19. Don’t Go Keyword Crazy
    • Don’t worry too much about:
    • Inserting alternative keywords or synonyms on the same page. Find the one most relevant keyword phrase theme for what you’re writing about and stick to it. You can always write about other keywords on a different page.
    • Remember to:
    • Reference an internal page through a link on the first occurrence of its relevant keyword phrase.
    • How Important Are Title And Meta Descriptions?
    • Forty-two percent (42%) of searchers surveyed use the description to determine if an organic search result is relevant.
    • Forty-one percent (41%) of searchers rely on the title to determine relevancy of the results.
    • Fifty-nine percent (59%) of searchers use the title as the primary basis for determining that an organic result is not relevant.
  • 20. Website Taxonomy Communicate a clear website taxonomy to the Search Engines and optimize each page to the appropriate Keyword Theme. PAGE: KW Theme Home: SF Bay Guardian: Home Page (lacks strong nav theme, keyword theme. Change to: San Francisco Bay Guardian: San Francisco Politics, Music, Entertainment, Where to Stay, Personals) Main Music: SFBG: list category: Music (no strong keyword theme, main nav changes. Include specific keywords, like music listings, who’s playing in San Francisco Minimize Duplication of KW themes. Reference the ONE Authoritative page within the context of other pages.
    • Tactical Applications:
    • Usage of Breadcrumbs
    • Navigation Bars
    • Internal Linking within the Body
  • 21. Technical Considerations for SEO
    • Mitigate Duplicate Content
      • Site URLs with Session IDs can be indexed
      • Ref IDs can be indexed
      • Vanity Domains with Duplicate content being indexed
      • Reposting Duplicate content can confuse authority
  • 22. So Who Does The Work?
    • Understand ‘The Audience’ – The (online) Copy Editor
      • Analyze keywords, phrases and themes people are searching on.
      • Feed that information and implications back to editorial.
      • Extend the Content to Social Networks
    • Design Site Around Top Level Themes Or Keywords You Want To Own
      • (online) Editor/Publisher. In the ME and MINE world of the internet, how does your content entice your audience to engage? Are you engaged? As a company? The site architecture and keyword themes inform internal site linking strategy – first mention of keywords link to theme landing page: War in Iraq, President Bush, Public Power/PG&E, Mayor’s Name, etc.
  • 23. See What They See
    • For google, see
    • https://www.google.com/webmasters/tools/siteoverview/
    • check webmaster tools and view google’s cache of your site to see how the engine views your site (are session IDs being cashed, ref codes being cached, creating confusion for the engine)
    • And for Yahoo!
    • https:// siteexplorer.search.yahoo.com /
    • Key word density analysis tool and general competitor analysis overview
    • A good example is http://www.webconfs.com/keyword-density-checker.php  as it provides not only a list, but also a visual representation of keyword density on any given url.http://keyworddiscovery.com/tour-density.html - keyword density tool and more
    • http://www.searchenginepromotionhelp.com/m/keywords/processor.php iBusiness Promoter (IBP) keyword density analyzer and keyword popularity tools
    • http://www.wordtracker.com – track how often a word is searched
  • 24. Top 23 Keyword Density for SFBG.COM
    • Keyword  Count   Density
    •   ; 284 .27%  world 30 .46% 
    • Pick 71 .07%  feb 30 .46%
    • Music 60 .91%  election 30 .46%
    • Endorsements 50 .76%  weekly 30 .46%
    • Bay 50 .76%    blogs 30 .46%
    • Guide 50 .76%  issues 30 .46%
    • Art 50 .76%  sex 30 .46%
    • Politics 40 .61% 
    • San 40 .61% 
    • Noise 40. 61% 
    • Film 40 .61% 
    • Local 30 .46% 
    • Pixel 30 .46% 
    • Vision 30 .46% 
    • Top 30 .46% 
    • Oil 30.46%     
  • 25.
    • keyword ranking, site comparisons across keywords, demographics, etc.
    • http://searchanalytics.compete.com – find out who is winning mindshare of a keyword/phrase
    • http://www.quantcast.com/index.jsp - demographics, site comparisons
    • http://www.statsaholic.com/ - more of the same
    • Compare synonyms using various tools available publicly.
    • To see how popular a phrase is, check out some of these resources:
      • www.google.com/trends (Compare up to 5 different keywords to get how many searches occur in Google)
      • https://adwords.google.com/select/KeywordToolExternal
      • http://inventory.overture.com/d/searchinventory/suggestion/
  • 26.  
  • 27.  
  • 28.  
  • 29. Test Keywords And Themes
    • Compare synonyms using various tools available publicly.
    • To see how popular a phrase is, check out some of these resources:
      • www.google.com/trends (Compare up to 5 different keywords to get how many searches occur in Google)
      • https://adwords.google.com/select/KeywordToolExternal
      • http://inventory.overture.com/d/searchinventory/suggestion/
      • general internet stats
      • http://www.comscore.com/
  • 30. Track Trends In Search
    • http:// www.Searchengineland.com
    • http://www.Seochat.com
    • http://www.Seomoz.com
    • http://www.searchenginejournal.com/
    • http://www.Blackhatseo.com
    • http://www.Searchenginewatch.com
    • http://www.compete.com
    • http://www.searchenginepromotionhelp.com
  • 31. Paid Inclusion (Yahoo! Search Submit)
    • Definition : Advertising program where inclusion into Yahoo!’s natural search engine database at a fixed cost per click based on categories where the advertiser belongs.
    • Important Considerations:
      • Reaching the audience who is looking at Yahoo! Natural Search Engine Results
      • Web page content is customized by the advertiser.
        • Title, Description, Body
      • Rankings are governed by Yahoo! Natural Search Engine Algorithm
    Paid Inclusion is an alternative to SEO just for Yahoo! with a fixed cost per click
  • 32. Paid Search Engine Marketing
    • Definition : Advertising platform where advertisers pay based on clicks to the website.
    • Important Considerations:
      • Inclusion into the advertising is based on editorial compliance of engines
      • Bids are commonly based on performance of the ad, the quality of the landing page, and the bid amount.
        • Yahoo! Position = CTR x Bid
        • Google Position = Quality Score x Bid
        • ASK Position = CTR x Bid
      • Costs, exposure and efficiency can be controlled
    Successful paid search campaigns qualify users and leverage of Long Tail of Search. You must understand the Long Term Value of users won through SEM.
  • 33. Paid Search 101: The 4 Levers Creative Landing Pages Bidding Keywords Find Qualify Convert Efficiently
  • 34. The Complexity of Paid Search
    • On 1 paid keyword =
    • 40 bid positions
    • 24 hours in a day
    • 365 days in a year (seasonality)
    • 350,400 Different Bidding Scenarios in a year
  • 35. Paid Search Agency Constellation
    • Worthwhile mentions:
    • Efficient Frontier
    • Optatio Paid Search
    • Quigo
  • 36. Shift In Attention & Authority
  • 37. The Social Traffic Market
    • facebook gets nearly as many page views as google.
    • Myspace gets more page views than google.
    • Youtube gets nearly 2 times the page views of google.
    • Traffic to social media sites is nearly doubling each month.
    • 64 % of ALL online users visit myspace, 29% facebook, 35% youtube, 27% visit wikipedia
    • Facebook adding nearly 1M visitors every week.
      • ½ older than 35
      • 100k older than 64
    • 63% of all online users in Europe visit bebo.
    • 49% of all online users in Latin America and 43% in asia visit orkut.
            • Stats by Comscore.com
  • 38. So Many Friends To Make, So Little Time
    • Use Video & Slideshows
      • Low production costs
      • Automated distribution tools
        • Trafficgeyser
    • Use Feedburner to Extend Content
    • Use Bloggsorganizer to Mass Publish
    • Automate Friends Generation
      • http:// webviralmarketing.com /
      • http://www.youtube.com/mrbuzzfactor
    • Stay on top of Social Marketing trends
      • http://womma.org/blog/
      • http:// www.youtubemarketing.net
      • http:// www.searchenginevoodoo.com
  • 39. Cross-Over Between Major Social Sites Pay Attention To Facebook: open API gaining momentum fast
  • 40. General Overview of the Social Market
    • social media/networking
    • myspace
    • facebook
    • ning
    • bebo
    • okrut
    • linkedin
    • content sharing sites
    • wikipedia gather
    • youtube propeller
    • twitter metacafe
    • sqidoo last.fm
    • scribd hubpages
    • flickr photobucket
    • social bookmarking
    • digg
    • technorati
    • del.icio.us
    • reddit
    • stumbleupon
    • Feedburner
    They All Feed The… Blogging Community
  • 41. Plug Content Into Social Network
    • Lists act as great RSS and Bookmarking content
    • Develop Slideshows on key theme issues and post
    • ‘ Best of the Web’ lists
    • Develop microsites for key issues that point to you and others
    • ‘ are you a friend of the paper?’
  • 42. Diversify Reach
  • 43. Enlightened Hedonism
    • Put the User at the center, not the content or the company.
    • Associate content and interests with the user. It’s about ME and MINE.
    • The site, your brand, and the content serve as a platform to define and enhance their sense of place and their role in their local ‘tribe’ – your city. Your site amplifies their personality and interests.
    • Their behavior and interests extend out to their network, pulling interested parties to your site.
    • Paper’s huge content base supporting user chatter which entices inbound links and feeds SEO. The cycle repeats.
    • It is no longer about your site traffic, but rather it is about your ability to mobilize, generate and facilitate action.
    • Action vs. impression-based advertising.
  • 44.
    • Do You Know
      • what’s going on right now in New York?
      • and who’s making it happen?
      • find out
    username password
  • 45. Why You Can’t Rely On Content Alone
  • 46.
    • Thank You
    • Questions & Discussion