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Hitwise - Ensuring Government Services are Reaching Communities

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Online Government Seminar, by Sandra Hanchard, Hitwise Senior Analyst, May 2009 - Contents: Government Share of Voice; Discoverability of Government Sites - Case Study: Bushfires Reveal Public’s Online Information Needs and SEO Principles; Social Media and Responsive Government

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Hitwise - Ensuring Government Services are Reaching Communities

  1. 1. Online Government Seminar Ensuring Government Services are Reaching Communities May 2009 Sandra Hanchard, Hitwise Senior Analyst
  2. 2. Who We Are • Competitive Intelligence Service • Australia’s first Search Marketing Services • Monitor the largest worldwide sample of Internet users • Report on the most online businesses (1M+ Websites) • Provide daily delivery of information to drive better business decisions • Founded in 1997 with profitable operations in the US, UK, Australia, New Zealand, Hong Kong and Singapore • Acquired by Experian in 2007. • 1,500+ Clients Worldwide
  3. 3. Agenda • Government Share of Voice • Discoverability of Government Sites o Case Study: Bushfires Reveal Public’s Online Information Needs o SEO Principles • Social Media and Responsive Government
  4. 4. Government Share of Voice
  5. 5. Government visits up 10.4% year on year 2.4% Government share of all Internet visits by Australians
  6. 6. Online becoming more mainstream Visits to Social Networking and Forums vs Adult
  7. 7. National sites account for 60% of gov visits Government websites breakdown, April 2009 • Hitwise measured visits to 6,500 websites in April 2009
  8. 8. Where are the opportunities for better regional engagement?
  9. 9. Weather is the most popular online Gov service •ATO, Centrelink, Australain JobSearch essential services
  10. 10. Transport key state online utility
  11. 11. ourbrisbane.com top local Gov site
  12. 12. Gov services attracts different loyalty rates Most popular websites in Returning Visitor Rank Government ranked by visits Visits Rates April, 2009 1 Bureau of Meteorology 24.18% 93% 2 Australian Taxation Office 3.44% 56% 3 Centrelink 2.73% 74% 4 Australian JobSearch 1.70% 77% Roads and Traffic 5 Authority, NSW 1.53% 53% Australian Taxation Office - 6 Tax Agent Portal 1.28% 97% 7 Medicare Australia 1.16% 41% 8 CityRail 0.99% 68% 9 NSW Lotteries 0.86% 80% Department of Immigration 10 and Citizenship 0.86% 64%
  13. 13. Understanding cross-department referrals
  14. 14. Search sending more traffic to Gov sites Key Traffic Drivers to Government websites
  15. 15. Discoverability of Government Sites
  16. 16. During a disaster, how does the community behave online?
  17. 17. How quickly did community interest wane?
  18. 18. What were the types of bushfire searches?
  19. 19. Which industries were our trusted sources?
  20. 20. Swine Flu – Wikipedia most visited source
  21. 21. Swine Flu Searches - What are the symptoms? •US searches more focused on prevention
  22. 22. Opportunities for content providers to capture traffic through paid search listings
  23. 23. New online channels make timeliness of information dispersal key
  24. 24. Don’t make assumptions about content – Wikipedia ‘Edutainment’ searches Top Internal Search Terms on Share Wikipedia April 2009 wiki 0.11% australia 0.07% deaths_in_2009 0.05% anzac_day 0.05% lady_gaga 0.03% twitter 0.03% taylor_swift 0.03% wikipedia 0.03% scrubs_(tv_series) 0.03% youtube 0.03% easter 0.03% eminem 0.03% terry_clark 0.03% gossip_girl_(tv_series) 0.03% conficker 0.03% zac_efron 0.03% home_and_away 0.03% how_i_met_your_mother 0.02% lost_(tv_series) 0.02% lily_allen 0.02%
  25. 25. Why Search Marketing matters for Government • Over 90% of people use a Search Engine to find information on Government sites (source: finance.gov.au) • Cost reduction – SEO is a Long Term strategy that will reduce costs over time & reduce any reliance on PPC. • Steady Growth from Search Engines provided that best practices are followed.
  26. 26. Why SEOs love Government Sites Number of Links to Government Websites Huge Link Popularity http://www.bom.gov.au – 426,000 Masses of Content http://www.nsw.gov.au – 253,000 Authority Resources of Information http://www.vic.gov.au – 248,000 http://www.qld.gov.au – 209,000 Usually Unoptimised http://www.australia.gov.au – 160,000 http://www.wa.gov.au – 55,900 http://www.nt.gov.au – 55,700 http://www.act.gov.au – 46,400
  27. 27. Best Practice SEO tips Google penalises websites for duplicated content across multiple domains Websites can exist on non-www and www Canocalisation Clean URL structure - google has difficulty indexing longer URLS Use Hitwise SI whilst writing content to identify content gaps Write content around as many keyword topics as possible to increase traffic Title tag with more keyword coverage
  28. 28. Social Media and Responsive Government
  29. 29. Understanding Wider Traffic Sources
  30. 30. Social Media amongst top sites Australian Visits, April 08 – April 09 2 6 8 12 44
  31. 31. Social Nets now driving more traffic to Gov than Portals Gov Upstream Traffic, April 08 – April 09
  32. 32. Gov can tap into different audience strengths of Social platforms
  33. 33. Gen Ys More reliant on peer-driven search through Social Nets
  34. 34. Government, Community, Health Sites attracting Silver Surfers
  35. 35. Who’s on Twitter?
  36. 36. Use Twitter as a broadcast channel to connect with community
  37. 37. Open Government Considerations: •Accuracy •Participation rates •Decision-making funnel •Timeliness •Marketing •Incentive
  38. 38. What’s ahead for gov in 2009 and beyond? • As times get tough – Government services becomes increasingly important. • Delivery of services and communication digitally can be cost-effective. • You compete with the commercial sector for people’s online time. • Use effective content development and SEO to be a preferred sources of reliable and authoritative information. • Opportunities to connect with community – engage in decision-making processes.
  39. 39. Sandra Hanchard Hitwise Senior Analyst sandra.hanchard@hitwise.com Hitwise.com.au www.ilovedata.com Twitter.com/Hitwise_AP

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