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 Presentation Transcript

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