Driving Traffic To Your Website Andy Halko Web. Marketing. Software.

Andy Halko

Andy Halko, CEO, Insivia Web. Marketing. Software.

Web. Marketing. Software.

Driving Traffic Today's Topics Search Engine Optimization Driving traffic through organic search results. Pay-Per-Click Sponsored ads in search and social media. Landing Pages Continue your message for streamlined conversions.

Today's Topics

Search Engine Optimization Driving traffic through organic search results.

Pay-Per-Click Sponsored ads in search and social media.

Landing Pages Continue your message for streamlined conversions.

Organic Results SEO (Search Engine Optimization)

SEO (Search Engine Optimization)

Organic Results

The What & Why of Search 14 billion searches in June 2009 Yahoo and Google are the most popular sites with those under the age of 34, whereas those over the age of 55 tend to prefer MSN. Google Yahoo Bing 70.46% 16.73% 9.28% Gender Organic Paid Women 56.9% 43.1% Men 65.4% 34.6%

14 billion searches in June 2009

SEO Success How do we typically determine success? Increased traffic from organic listings Conversion of our web site goals Quality traffic increases likelihood of conversions Increased leads and revenue Analytics integration and tracking with a CRM

How do we typically determine success?

Increased traffic from organic listings

Conversion of our web site goals

Quality traffic increases likelihood of conversions

Increased leads and revenue

Analytics integration and tracking with a CRM

Measuring Success 100s of Tools Google Analytics Omniture SiteMeter WebTrends Clicky And many others...

100s of Tools

Google Analytics

Omniture

SiteMeter

WebTrends

Clicky

And many others...

SEO Tools http://www.seochat.com/seo-tools/future-pagerank/ http://www.alexa.com/ http://tools.seobook.com/firefox/rank-checker/ http://www.seochat.com/seo-tools/indexed-pages/

SEO Tools

http://www.seochat.com/seo-tools/future-pagerank/

http://www.alexa.com/

http://tools.seobook.com/firefox/rank-checker/

http://www.seochat.com/seo-tools/indexed-pages/

Key Phrases

Key Phrases

Key Phrases Choosing our Key Phrases Focusing on the terms you want people to search broad enough to be searched by many specific enough to compete and get good results focused on your audience and your goals

Choosing our Key Phrases

Focusing on the terms you want people to search

broad enough to be searched by many

specific enough to compete and get good results

focused on your audience and your goals

Key Phrases How to Choose Key Phrases Know the prospect – understand who you're selling to Know the goal – determine the results you want Get focused – choose a select group of phrases

How to Choose Key Phrases

Know the prospect – understand who you're selling to

Know the goal – determine the results you want

Get focused – choose a select group of phrases

Key Phrases Know the Prospect Intentions: What do they want to do? Geography: Where are they? Level of service: What do they expect? Place in the buying cycle: Are they ready to buy? “ Compare Insurance” vs “ Buy Insurance Services”

Know the Prospect

Intentions: What do they want to do?

Geography: Where are they?

Level of service: What do they expect?

Place in the buying cycle: Are they ready to buy?

“ Compare Insurance” vs “ Buy Insurance Services”

Key Phrases Knowing the Goal Type of sales: Higher margin, new or under-performing? ROI: Will your investment get the right traffic? Timing: How long can you wait for results?

Knowing the Goal

Type of sales: Higher margin, new or under-performing?

ROI: Will your investment get the right traffic?

Timing: How long can you wait for results?

Key Phrases Get Focused Use the data you've collected to select good phrases. Should be focused on a specific landing page/service. Start with 3-5 phrases per optimized page.

Get Focused

Use the data you've collected to select good phrases.

Should be focused on a specific landing page/service.

Start with 3-5 phrases per optimized page.

Finding & Evaluating Phrases Use simple tools and techniques http://adwords.google.com/select/KeywordToolExternal http://www.seochat.com/seo-tools/keyword-density/ http://www.seochat.com/seo-tools/keyword-difficulty/ http://www.digitalpoint.com/tools/suggestion/ http://www.wordstream.com/keywords/ Key Phrases

Finding & Evaluating Phrases

Use simple tools and techniques

http://adwords.google.com/select/KeywordToolExternal

http://www.seochat.com/seo-tools/keyword-density/

http://www.seochat.com/seo-tools/keyword-difficulty/

http://www.digitalpoint.com/tools/suggestion/

http://www.wordstream.com/keywords/

Key Phrases What do these tools offer? How many people search Difficulty of reaching the top ranks Free and easy-to-use Also evaluate using human intelligence and research.

What do these tools offer?

How many people search

Difficulty of reaching the top ranks

Free and easy-to-use

Also evaluate using human intelligence and research.

SEO Search Optimization Tactics

Search Optimization Tactics

Top 5 Ranking Factors

Top SEO Factor 1. Keyword Focused Anchor Text

1. Keyword Focused Anchor Text

Top SEO Factor 2. External Link Popularity Like references in a book: the more a page is referenced, the more important it is Get better rankings when: - a page is linked to on external sites - the external site is related to your site's content - the link has keywords in it

2. External Link Popularity

Like references in a book: the more a page is referenced, the more important it is

Get better rankings when:

- a page is linked to on external sites

- the external site is related to your site's content

- the link has keywords in it

Top SEO Factor 3. Diversity of Link Sources Get better rankings when: - your page is linked to from a variety of sites - the link's relevance to your site is important, too Good examples: directories, industry blogs, news/PR wires, chamber of commerce, resource sites.

3. Diversity of Link Sources

Get better rankings when:

- your page is linked to from a variety of sites

- the link's relevance to your site is important, too

Good examples: directories, industry blogs, news/PR wires, chamber of commerce, resource sites.

Top SEO Factor 4. Keyword Use Anywhere in the Title Tag Use your custom keywords on each optimized page for a big payoff. Keep your title no more than 70 characters. Don't always need to put in your company name.

4. Keyword Use Anywhere in the Title Tag

Use your custom keywords on each optimized page for a big payoff.

Keep your title no more than 70 characters.

Don't always need to put in your company name.

Top SEO Factor 5. Trustworthiness of the Domain Based on Link Distance from Trusted Domains - Sites are ranked on how far they are from designated "trusted domains" - Good pages usually link to each other - Do not distribute your link to unreliable (spam) sources - .edu, .gov sites add some value and trust as well

5. Trustworthiness of the Domain Based on Link Distance from Trusted Domains

- Sites are ranked on how far they are from designated "trusted domains"

- Good pages usually link to each other

- Do not distribute your link to unreliable (spam) sources

- .edu, .gov sites add some value and trust as well

Building Links

Building Links

Building Links Linkbait + Viral Content Creation

Linkbait + Viral Content Creation

Building Links Linkbait + Viral Content Creation - Linkbait : a piece of content created specifically to gather links. - Viral Content : a piece of content people widely distribute and share - Examples: a video, contest, game, argument, discussion. The best are useful and meaningful to your target audience to get relevant links.

Linkbait + Viral Content Creation

- Linkbait : a piece of content created specifically to gather links.

- Viral Content : a piece of content people widely distribute and share

- Examples: a video, contest, game, argument, discussion. The best are useful and meaningful to your target audience to get relevant links.

Blogging and Engagement with the Blogosphere - very useful to build industry-related links - blogs generate repeat traffic - these kinds of links boost your site's ranking as an authority in your keyphrase topic Building Links

Blogging and Engagement with the Blogosphere

- very useful to build industry-related links

- blogs generate repeat traffic

- these kinds of links boost your site's ranking as an authority in your keyphrase topic

Classic “Create Valuable Content” Strategies w/o Promotional Marketing - articles and blog posts like lists, how-to, and other resources are searched and linked to naturally - valuable, unique content helps to increase conversion on site—it's exactly what your target audience is looking for Building Links

Classic “Create Valuable Content” Strategies w/o Promotional Marketing

- articles and blog posts like lists, how-to, and other resources are searched and linked to naturally

- valuable, unique content helps to increase conversion on site—it's exactly what your target audience is looking for

Public Relations (beyond just press release publication) - relationship-building with journalists and bloggers - used in conjunction with other link-building strategies (viral content, valuable content, breaking news items) - bloggers now need to disclose any commercial ties in product reviews Building Links

Public Relations (beyond just press release publication)

- relationship-building with journalists and bloggers

- used in conjunction with other link-building strategies (viral content, valuable content, breaking news items)

- bloggers now need to disclose any commercial ties in product reviews

Direct Link Purchases from Individual Sites/Webmasters - proceed with caution: be sure you're not buying from spammers - also includes advertising on other sites Building Links

Direct Link Purchases from Individual Sites/Webmasters

- proceed with caution: be sure you're not buying from spammers

- also includes advertising on other sites

User Generated Content (which then incentivizes links to profiles/content/etc.) - useful for SEO and social media sharing - Examples: forum discussions, reviews, guest bloggers. - you can leverage these platforms as well - Examples: Flickr, Slideshare, Scribd, YouTube Building Links

User Generated Content (which then incentivizes links to profiles/content/etc.)

- useful for SEO and social media sharing

- Examples: forum discussions, reviews, guest bloggers.

- you can leverage these platforms as well

- Examples: Flickr, Slideshare, Scribd, YouTube

High Trust/Authority Directories (DMOZ, Yahoo!, Lii, etc.) - these are free and paid authoritative directories - DMOZ listings are a must for any business Building Links

High Trust/Authority Directories (DMOZ, Yahoo!, Lii, etc.)

- these are free and paid authoritative directories

- DMOZ listings are a must for any business

Local Link Building (via geographic lists, organizations, portals) - helps to promote to local searchers—a growing segment - search for your company—you may already be listed on many directories - Example: IBuyNEO Building Links

Local Link Building (via geographic lists, organizations, portals)

- helps to promote to local searchers—a growing segment

- search for your company—you may already be listed on many directories

- Example: IBuyNEO

Contacting Sites with (Non-Paid) Direct Link Requests - keep it focused in your industry or location for meaningful results - Examples: guest blogging, linking on sites of professional organizations, sponsorships Building Links

Contacting Sites with (Non-Paid) Direct Link Requests

- keep it focused in your industry or location for meaningful results

- Examples: guest blogging, linking on sites of professional organizations, sponsorships

Identity Correction Not many talk about this, but fixing all those bad links and other information already out there Building Links

Identity Correction

Not many talk about this, but fixing all those bad links and other information already out there

Site Optimization

Site Optimization

Site Optimization Simple code elements to improve SEO <title>Title of my page</title> <meta name=”keywords” content=”” /> <H1>Header Tags</H1> (H1, H2, H3, H4...)‏ <b>Bold tags</b> <img alt=”Text if image not here” /> <a title=”Title of page”>My Link text</a>

Simple code elements to improve SEO

<title>Title of my page</title>

<meta name=”keywords” content=”” />

<H1>Header Tags</H1> (H1, H2, H3, H4...)‏

<b>Bold tags</b>

<img alt=”Text if image not here” />

<a title=”Title of page”>My Link text</a>

Site Optimization Other Site Optimization Techniques Response Codes (301 Redirects) Site Maps (Site & XML Submitted) Domain & URLs Unique Content Content Density

Other Site Optimization Techniques

Response Codes (301 Redirects)

Site Maps (Site & XML Submitted)

Domain & URLs

Unique Content

Content Density

Pay-Per-Click PPC (Pay-Per-Click)

PPC (Pay-Per-Click)

Pay-Per-Click

Pay-Per-Click Major pay-per-click advertising programs

Major pay-per-click advertising programs

PPC Benefits PPC Benefits

PPC Benefits

PPC Benefits: Instant Results Bid what you are willing to pay for placement.

Bid what you are willing to pay for placement.

PPC Benefits: Highly Targeted Target by Key Phrase Target Geographically Target on Search or Sites Target at specific times Facebook target by hobbies, job title, etc.

Target by Key Phrase

Target Geographically

Target on Search or Sites

Target at specific times

Facebook target by hobbies, job title, etc.

PPC Benefits: Budget Limited Choose your daily budget for each campaign.

Choose your daily budget for each campaign.

PPC Benefits: Measurable Combine Google Analytics or other statistics packages to see results.

Combine Google

Analytics or other

statistics packages

to see results.

Pay-Per-Click PPC Basics Campaign Group Ads

PPC Basics

Campaign

Group

Ads

How/why to optimize PPC campaigns

How/why to optimize PPC campaigns

Landing Pages Landing Pages

Landing Pages

Continue The Message Track your campaign Shorten the conversion process Make it easy on the audience – don't send them to a generic page where they get lost

Continue The Message

Track your campaign

Shorten the conversion process

Make it easy on the audience – don't send them to a generic page where they get lost

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