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
• Domai...
2. Inbound Links
• “Invented” by Google – now the standard
• Volume of links is important
• Quality, authority and link st...
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 ...
Search engine marketing

    Search Engine Optimisation
         (organic search)


                 +
     Pay Per Click ...
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...
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 se...
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 perfo...
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’ t...
• Every presenter should blog

• Take a photo of everyone you interview, upload
  it to a photo sharing space and link bac...
For the DJ’s share…
• Use paid search tactically
  – Target ads about presenters
  – Ads about future shows
  – Ads about what’s currently in ...
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
2.2 Mary Mzumara
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Driving and maintaining traffic on your website

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2.2 Mary Mzumara

  1. 1. Driving and maintaining traffic to your website Mary Mzumara
  2. 2. When it comes to driving traffic, it all begins with search
  3. 3. To get out of a tight fix!
  4. 4. To find the way
  5. 5. To plan an escape
  6. 6. It’s the start of any journey
  7. 7. Let’s look at some simple search SABC
  8. 8. Anyone know what their most popular show is? Take a guess?
  9. 9. Google has a long memory
  10. 10. Unclear what SABC’s most popular show is
  11. 11. Let’s look at radio
  12. 12. Search for ‘5FM’s DJs’
  13. 13. Getting it right
  14. 14. There are lots of missed opportunities!
  15. 15. Think about all the assets you have at your disposal
  16. 16. First, the basics, get your house in order
  17. 17. 3 key things that influence search
  18. 18. 1. On site factors • Meta tags • Title tags • Alt tags • Keyword optimised copy • HTML validation • Site Structure • Domain age
  19. 19. 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
  20. 20. Let’s look at Quirk Vs Top Billing
  21. 21. 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.
  22. 22. Search engine marketing Search Engine Optimisation (organic search) + Pay Per Click (paid search)
  23. 23. The BIG traffic comes from organic rankings
  24. 24. The Search Cycle asks: Why are they searching for what they are searching for when they search for it?
  25. 25. We need to choose the phrases which make the most money & drive constant traffic
  26. 26. Once you understand the search cycle, you need to select keywords based on four criteria
  27. 27. 1. Search Volume
  28. 28. 2. Competition for the phrase
  29. 29. 3. Propensity to convert
  30. 30. 4. Value of the potential conversion
  31. 31. A few keyword selection tools:
  32. 32. 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
  33. 33. Always remember that search is localised
  34. 34. But nothing beats experience and testing
  35. 35. Once you understand your keywords, then decide where you want to use them…
  36. 36. Search engine marketing Search Engine Optimisation (organic search) + Pay Per Click (paid search)
  37. 37. Paid ads on search engines
  38. 38. Paid ads on content sites
  39. 39. HIGHLY targeted adverts
  40. 40. And you only pay when the user clicks!
  41. 41. So if you run your campaign properly, you can’t lose money!
  42. 42. Selection of keywords is less important in PPC because you can test their effectiveness immediately
  43. 43. Anatomy of a PPC ad: Title: 25 characters Body: 35 chars/line Display URL
  44. 44. Track your keyword conversions and bid accordingly
  45. 45. Cost Per Click can be misleading
  46. 46. Provide a destination for your advertising
  47. 47. 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)
  48. 48. Think about this carefully when building your landing pages
  49. 49. Make sure you have a clear offer
  50. 50. Even better…
  51. 51. Have a Call to Action!
  52. 52. Put together a plan, test, learn, optimise
  53. 53. The goal is to get more ‘free’ traffic
  54. 54. As digital broadcasters, you have no excuse
  55. 55. Build a relationship that extends beyond your traditional channel
  56. 56. Driving & keeping traffic is about relevance and engagement
  57. 57. Extend beyond your website to relevant spaces
  58. 58. What you can achieve
  59. 59. Content Sharing Principle: Some sites just have a bigger reach Your site’s traffic
  60. 60. YouTube Second largest search engine! 60% market share 70 million viewers a night ‘The overnight success’ thing
  61. 61. • 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
  62. 62. For the DJ’s share…
  63. 63. • 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
  64. 64. Anyone can have this spot
  65. 65. Anyone can have And the winner is… this spot
  66. 66. • Make sure you socially share your content
  67. 67. • Develop content that is worth linking to – It must be sticky – It has to be unique – It has to be well presented
  68. 68. Clean up your Google CV
  69. 69. Shameless plug :)
  70. 70. Use every opportunity to own more of your search engine results page
  71. 71. The landscapes changed – everybody has a voice and can contribute
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