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Creating A Website Thats A Traffic Magnet


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Slides from CNFPS workshop on 25 ways to drive traffic to your website.

Published in: Technology, Design
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Creating A Website Thats A Traffic Magnet

  1. 1. Creating a website that’s a traffic magnet<br />Christina Inge, CNFPS, July 2011<br />
  2. 2. What Makes a Site a “Traffic Magnet”?<br />Quality content that gives visitors something beneficial:<br />Information on programs<br />Education<br />Entertainment<br />Community<br />Good SEO = Being visible when people search for topics related to your activities and mission on Google, Bing, and Yahoo!<br />
  3. 3. SEO Basics<br />Google, other search engines determine where to rank you when somebody searches on a topic based on a variety of factors<br /><ul><li>How much fresh, interesting content on the topic your site offers
  4. 4. How many good sites link to you
  5. 5. How relevant your site’s content is to a specific topic
  6. 6. How often you add content to your site
  7. 7. How well your page is tagged and structured in specific ways that help the search engine’s web crawlers index your site, and identify what it’s about</li></li></ul><li>Doing Basic SEO – Keyword Brainstorming<br />Determine what the key terms are that someone would use if they were looking for information on you, or topics related to your mission<br />Be specific: use your location, programs <br />Use keyword research tools to get suggestions, see how popular specific keywords are<br /><ul><li>Conservation Boston
  8. 8. Environmental Organization Boston
  9. 9. Environmental Education Boston</li></li></ul><li>Web Analytics<br />What do your visitors like to see? Can you give them more of that content? <br />Where are your visitors coming from? Can you increase your visibility on your best sources of traffic? <br />What terms do your best visitors search on to find you? Can you advertise on those terms? Create more content around those topics?<br />
  10. 10. Getting People to Link to Your Site<br />Article postings<br />Write informative articles, not ads for your organization<br />Mission-based informative<br />How-to<br /><ul><li>Museum: History of a type of piece in your collection, biography of artist
  11. 11. Social action: Stories of programs’ impact
  12. 12. Cultural: History of the region you serve
  13. 13. Environmental: Profile of a species or ecosystem
  14. 14. Professional: Useful knowledge for laypersons, drawing on expertise of members </li></li></ul><li>More Linking Strategies<br />Directories: <br />General directories are less relevant today than 10 years ago<br />Find the ones in your discipline:, etc<br />Calendars of events<br />Quality article directories with editorial oversight are best—create content<br />Press release services have some SEO benefits. Don’t overspend, though<br />Avoid offers to sell you links to your site<br />
  15. 15. Put Up “Little Drivers Everywhere”<br />Make sure you have a listing in Google Places-not only drives traffic to your site, but also makes it easier for people to find your location, especially with their phones<br />Guest blog for leading blogs<br />Use social media frequently<br />Include many links in your newsletter—guest post to other, compatible nonprofits’ newsletters<br />Encourage visitors to share your content, not just with buttons<br />Use QR codes in visible locations for more information (for instance, on labels for exhibits), make sure your web address is on all print collateral<br />
  16. 16. Should We Advertise? <br />Can be effective, but hard to measure the impact<br />Determine exactly who your target audience is, and how you will reach them:<br />Women 30+<br />Affluent<br />Active<br />What content is your audience consuming? <br />Publications<br />Mobile sites<br />Web sites<br />
  17. 17. Getting The Most Out of Your Ad Dollar<br />Look for nonprofit rates, grants<br />Combine ads with neighboring orgs<br />Look for packages<br />Remember, creative is often 1/3 or more of your ad budget—budget accordingly, develop re-usable creative<br />
  18. 18. Use a Content Management System<br />Interface that allows easy adding of text/images, includes SEO<br />WordPress, Drupal, Joomla, variety of niche systems<br />
  19. 19. Why Use A CMS?<br />Benefits:<br />Anyone in your organization you provide an account to can add content, making it richer, more current<br />Control what people can and can’t do on your site. E.g., only admins can change the design<br />Add a feature that sutomatically prompts anyone adding content to add SEO components, such as a meta description<br />Easily categorize your content-make it easier for search engines to understand<br />
  20. 20. Update Your Content Often<br />Visitors will keep coming back<br />Great content types:<br />Blog posts on current topics, both at your organization and news stories relevant to your mission<br />Behind-the-scenes looks<br />Useful knowledge-sharing: how-to’s, informative stories, history, science knowledge<br />
  21. 21. Thank you!<br />Find out more:<br />Email:<br />Twitter: @christinainge, @oho<br />Sign up for newsletter:<br /><br />