Get More Traffic

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Learn how to make your website get more targeted traffic, more leads and ultimately more sales. What opportunities are you missing out on? What are some things you can do immediately and quickly to gain more traffic?

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Get More Traffic

  1. 1. Get More Web Traffic Jonathan Hochman September 16, 2009 Boston Marriott Newton
  2. 2. Google Webmaster Tools and Bing Webmaster Center Nathan Buggia, Microsoft Vanessa Fox, Ex-Google
  3. 3. Which to use? <ul><li>Google is the leader. </li></ul><ul><li>As free services, neither is guaranteed to be complete. </li></ul><ul><li>Use both to ensure maximum insight. </li></ul>
  4. 4. Bans and penalties <ul><li>Sites that violate Webmaster Guidelines, may be banned or penalized. </li></ul><ul><li>Bans might be reported, but often not. </li></ul><ul><li>GWT provides a reinclusion request form. </li></ul><ul><li>Cleanup before requesting forgiveness. Document cleanup steps and disclose who did what. </li></ul>
  5. 5. Example of a penalty notice
  6. 6. Bing Webmaster Center
  7. 7. Indexing problems
  8. 8. Search Impact of Malware
  9. 11. http://googleonlinesecurity.blogspot.com/2009/08/malware-statistics-update.html
  10. 12. NY Times Breached http://www.nytimes.com/2009/09/15/technology/internet/15adco.html
  11. 13. Broken Links
  12. 14. Defective or Missing Tag Sets
  13. 15. Rhea Explains Duplicate Content http://www.searchenginejournal.com/google-pagerank-play-doh/5504/
  14. 16. Duplicate Content <ul><li>Duped pages often have the same titles and meta descriptions. </li></ul>
  15. 17. Eliminating Duplicate Content <ul><li>Standardize domains using 301 redirects. </li></ul><ul><li>Set your www or non-www domain preference in GWT. </li></ul><ul><li>Instead of 301 redirects, the <link rel=“canonical” href=“…” /> tag can help. </li></ul>http://www.hochmanconsultants.com/articles/redirect-multiple-domains.shtml
  16. 18. Eliminating Duplicate Content
  17. 19. Sitemap.XML Benefits <ul><li>Won’t magically improve rankings if the site is already crawlable . </li></ul><ul><li>Making a sitemap.xml file may reveal: </li></ul><ul><ul><li>Broken links </li></ul></ul><ul><ul><li>Orphan pages </li></ul></ul><ul><ul><li>Duplicate content </li></ul></ul><ul><ul><li>Pages that should be excluded </li></ul></ul><ul><li>Get specific feedback/stats </li></ul>
  18. 20. GSiteCrawler Sitemap Generator http://gsitecrawler.com
  19. 21. Xenu Link Sleuth
  20. 22. SEO Tools – Firefox Add Ons <ul><li>Toolbar PageRank </li></ul><ul><li>Alexa rating </li></ul><ul><li>Highlight nofollow links </li></ul>
  21. 23. NoScript for Firefox <ul><li>Protects your computer from bad software </li></ul><ul><li>View web pages as a search engine does </li></ul>
  22. 24. More FireFox Add Ons Disable CSS, JS Disable meta redirects Turn off images Many more goodies Diagnose redirect issues
  23. 25. PPC and Promotion <ul><li>Everybody loves SEO for free traffic. </li></ul><ul><li>Is time and effort free? </li></ul><ul><li>SEO can be a great long term strategy </li></ul><ul><li>Natural search rankings are a bonanza, not an obligation. </li></ul><ul><li>-> For fastest results, pay for traffic. </li></ul>
  24. 26. Do paid listings influence naturals search results? <ul><li>No : good search engines don’t care if you join their paid program </li></ul><ul><li>Sometimes : Yahoo! Search Submit sells their non-sponsored results. </li></ul><ul><li>Yes : anything that increases exposure of a site may help generate new links. </li></ul><ul><li>Every snowman begins with a snowball. </li></ul>
  25. 27. Three Most Important PPC Ideas <ul><li>80% of market participants don’t track cost per sale, and don’t know the value of a customer. Get those numbers, then adjust your bids to make risk free money. </li></ul><ul><li>More than ad creative and offer, who sees your ad determines success or failure. If PPC isn’t working, you’re probably targeting the wrong people. Be specific. </li></ul><ul><li>Advertise on your branded terms. </li></ul>
  26. 28. When does 1 + 1 = 3? Being listed in both the natural and sponsored results improves Click Through Rate for both types of listings. Traffic is influenced not only by rankings, but also by the number and quality of impressions.
  27. 29. SiteLinks
  28. 30. Another type of Sitelinks
  29. 31. How to Get Sitelinks <ul><li>Easily crawled, structured navigation </li></ul><ul><li>High natural search traffic for multiple pages on the site </li></ul><ul><li>Trust factors </li></ul><ul><ul><li>Inbound links from trusted sites </li></ul></ul><ul><ul><li>Outbound links only point to trusted sites </li></ul></ul><ul><ul><li>Established site (age) </li></ul></ul>http://www.hochmanconsultants.com/articles/sitelinks.shtml
  30. 32. Email Marketing <ul><li>I hate newsletter “spam”. </li></ul><ul><li>But, I am not the typical web user. </li></ul><ul><li>If somebody buys from you, keep in touch. </li></ul><ul><li>It can be profitable to “buy” the customer. When cost of the first sale exceeds margin, email marketing is essential. </li></ul>
  31. 33. Email Marketing Tactics <ul><li>Outlook is a bad way to email a list. </li></ul><ul><li>Use an email marketing service to: </li></ul><ul><ul><li>Facilitate legal compliance </li></ul></ul><ul><ul><li>Track results </li></ul></ul><ul><ul><li>Provide a convenient unsubscribe feature </li></ul></ul><ul><li>Repurpose content to make newsletters </li></ul><ul><li>Give value to receive value </li></ul>
  32. 34. Spot the email
  33. 35. Payment Processing <ul><li>Use the same Google Checkout login as AdWords to get an eye-catching logo: </li></ul>
  34. 36. Local Search <ul><li>Address on website, even in footer of every page </li></ul><ul><li>Claim your listings </li></ul><ul><li>SEMNE will discuss Local Search in November </li></ul>

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