2.2 Mary Mzumara
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2.2 Mary Mzumara



Driving and maintaining traffic on your website

Driving and maintaining traffic on your website



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2.2 Mary Mzumara 2.2 Mary Mzumara Presentation Transcript

  • Driving and maintaining traffic to your website Mary Mzumara
  • When it comes to driving traffic, it all begins with search
  • To get out of a tight fix!
  • To find the way
  • To plan an escape
  • It’s the start of any journey
  • Let’s look at some simple search SABC
  • Anyone know what their most popular show is? Take a guess?
  • Google has a long memory
  • Unclear what SABC’s most popular show is
  • Let’s look at radio
  • Search for ‘5FM’s DJs’
  • Getting it right
  • There are lots of missed opportunities!
  • Think about all the assets you have at your disposal
  • First, the basics, get your house in order
  • 3 key things that influence search
  • 1. On site factors • Meta tags • Title tags • Alt tags • Keyword optimised copy • HTML validation • Site Structure • Domain age
  • 2. Inbound Links • “Invented” by Google – now the standard • Volume of links is important • Quality, authority and link strength of the site linking to you is even more important • Context and keyword relevancy of the link are the most important
  • Let’s look at Quirk Vs Top Billing
  • 3. Usage Data • Usage data is the most effective way of judging the REAL relevancy and value of a website • Example: If users arrive on a site and leave immediately, chances are it wasn’t relevant to their query in the first place • Or: if a user repeatedly visits a website and spends a long time on the site, chances are it is extremely relevant • Relevant valuable sites get promoted, irrelevant sites get demoted.
  • Search engine marketing Search Engine Optimisation (organic search) + Pay Per Click (paid search)
  • The BIG traffic comes from organic rankings
  • The Search Cycle asks: Why are they searching for what they are searching for when they search for it?
  • We need to choose the phrases which make the most money & drive constant traffic
  • Once you understand the search cycle, you need to select keywords based on four criteria
  • 1. Search Volume
  • 2. Competition for the phrase
  • 3. Propensity to convert
  • 4. Value of the potential conversion
  • A few keyword selection tools:
  • SEO Book http://tools.seobook.com/general/keyword/ KW Discovery http://www.keyworddiscovery.com Digital Point http://www.digitalpoint.com/tools/suggestion Word Tracker http://www.wordtracker.com/ Overture http://inventory.overture.com/d/searchinventory/suggestion Adwords https://adwords.google.com/select/KeywordToolExternal
  • Always remember that search is localised
  • But nothing beats experience and testing
  • Once you understand your keywords, then decide where you want to use them…
  • Search engine marketing Search Engine Optimisation (organic search) + Pay Per Click (paid search)
  • Paid ads on search engines
  • Paid ads on content sites
  • HIGHLY targeted adverts
  • And you only pay when the user clicks!
  • So if you run your campaign properly, you can’t lose money!
  • Selection of keywords is less important in PPC because you can test their effectiveness immediately
  • Anatomy of a PPC ad: Title: 25 characters Body: 35 chars/line Display URL
  • Track your keyword conversions and bid accordingly
  • Cost Per Click can be misleading
  • Provide a destination for your advertising
  • Don’t forget your Quality Score: •Click through rates •Relevance of keywords to ads and search query •Geographical performance of the account •Landing page relevancy •Landing page loading time •“Other relevance factors” (aka the secret sauce)
  • Think about this carefully when building your landing pages
  • Make sure you have a clear offer
  • Even better…
  • Have a Call to Action!
  • Put together a plan, test, learn, optimise
  • The goal is to get more ‘free’ traffic
  • As digital broadcasters, you have no excuse
  • Build a relationship that extends beyond your traditional channel
  • Driving & keeping traffic is about relevance and engagement
  • Extend beyond your website to relevant spaces
  • What you can achieve
  • Content Sharing Principle: Some sites just have a bigger reach Your site’s traffic
  • YouTube Second largest search engine! 60% market share 70 million viewers a night ‘The overnight success’ thing
  • • Every presenter should blog • Take a photo of everyone you interview, upload it to a photo sharing space and link back to your website • Create a facebook fan page and extend your Twitter content • Use Twitter and Facebook as destinations for competition fulfillment
  • For the DJ’s share…
  • • Use paid search tactically – Target ads about presenters – Ads about future shows – Ads about what’s currently in the news if it’s a topic you’re addressing
  • Anyone can have this spot
  • Anyone can have And the winner is… this spot
  • • Make sure you socially share your content
  • • Develop content that is worth linking to – It must be sticky – It has to be unique – It has to be well presented
  • Clean up your Google CV
  • Shameless plug :)
  • Use every opportunity to own more of your search engine results page
  • The landscapes changed – everybody has a voice and can contribute