2.2 Mary Mzumara
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2.2 Mary Mzumara

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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