Increasing Web traffic through Search Engine Marketing

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  • Hi Ankit, thanks for this presentation, did you use maybe tools like Metrics11 to increase your site traffic and you have some insight/opinion?
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Increasing Web traffic through Search Engine Marketing

  1. 1. SEARCH ENGINE MARKETING
  2. 2. Why Search Engine Marketing (SEM)?  As a way for traffic building to company’s webpage.  Building awareness  Optimizing online promotions  Is it same as online promotion activities?  Some terms  Cost per thousand impression (CPM)  Click through rate (CTR)  Conversion rate (CR)  Click stream (CS) Useful Link: www.hbsp.harvard.edu/multime dia/flashtools/webmetrics/index.
  3. 3. The Difficult Battle for Web Traffic  Value and Scarcity  Online content, attention, and the Diamond-Water paradox  Novelty no longer generate traffic  Spending on traffic building
  4. 4. Sources of Web Traffic  Branding Choices  Affiliate Program  Online Promotion  Banner Advertising  Mass Media Advertising  WOM  Publicity  Search Engine
  5. 5. Traffic Volume and Pattern  Typical Visit Pattern  Wine glass plot tool  Star-field tool
  6. 6. Wine Glass Pattern
  7. 7. Wine Glass Pattern
  8. 8. Star-field tool
  9. 9. Star-field tool
  10. 10. Traffic Volume and Pattern  Typical Visit Pattern  Wine glass plot tool  Star-field tool  Cost per action
  11. 11. Cost-per Action
  12. 12. Traffic Volume and Pattern  Typical Visit Pattern  Wine glass plot tool  Star-field tool  Cost-per Action  Web Visibility and Competitive Analysis
  13. 13. Web Visibility and Competitive Analysis
  14. 14. Traffic Building Goals  Best traffic with least cost  Maximize profit  Short-term  Long-term  Minimize cost-per action  Maximize actions
  15. 15. Maximize Profit  Customer lifetime value vs. unified visit value  Acquire traffic as long as cost per visit is less than unified visit value.  Spent on traffic sources that maximize the difference between unified visit value and cost per visit.
  16. 16. Minimize Cost-per Action  A certain no. of new visitors  A certain no. of new registered users providing email address  A certain no. of visitors enquiring about a product  A certain no. of new customers  A certain no. of returning customers
  17. 17. Maximize Actions  Online promotional / engagement activities  Online / social networks site polls / quizzes
  18. 18. Search Engine Marketing  Site Optimization (Search Engine Optimization)  The power of “Above the Fold”  Search Engine Awareness  Use Meta-Tags to Flag Important Concepts  Structure website Content  Keyword density  Cultivate External Links  Inline links
  19. 19. Keyword Advertising Evaluation  Step 1: Identify possible keywords  Review weblogs  Keyword length (1/2/3/4 words)  Step 2: Expand the list  E.g. Google adwords keyword tool  Step 3: Testing keywords  Keywords and their corresponding CTRs and CRs  Step 4: Bid, trim and track  Bid-based listing  CTR based listing

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