Driving Traffic To Your Website


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Focusing on Search Optimization this presentation was used at the COSE Small Business Conference.

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  • Users of portal search engines such as Yahoo, MSN and AOL tended to put in simpler search queries, of just one or two words. Google users often put in more complex queries. The more general searches are typically carried out at the stage where the user is gathering information, whereas the more precisely targeted searches indicate that the user is closer to making a purchase.
  • Driving Traffic To Your Website

    1. 1. Driving Traffic To Your Website <ul><li>Andy Halko </li></ul>Web. Marketing. Software.
    2. 2. Andy Halko, CEO, Insivia <ul><li>Web. Marketing. Software. </li></ul>
    3. 3. Driving Traffic <ul><li>Today's Topics </li></ul><ul><li>Search Engine Optimization Driving traffic through organic search results. </li></ul><ul><li>Pay-Per-Click Sponsored ads in search and social media. </li></ul><ul><li>Landing Pages Continue your message for streamlined conversions. </li></ul>
    4. 4. Organic Results <ul><li>SEO (Search Engine Optimization) </li></ul>
    5. 5. Organic Results
    6. 6. The What & Why of Search <ul><li>14 billion searches in June 2009 </li></ul>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%
    7. 7. SEO Success <ul><li>How do we typically determine success? </li></ul><ul><li>Increased traffic from organic listings </li></ul><ul><li>Conversion of our web site goals </li></ul><ul><ul><li>Quality traffic increases likelihood of conversions </li></ul></ul><ul><li>Increased leads and revenue </li></ul><ul><ul><li>Analytics integration and tracking with a CRM </li></ul></ul>
    8. 8. Measuring Success <ul><li>100s of Tools </li></ul><ul><li>Google Analytics </li></ul><ul><li>Omniture </li></ul><ul><li>SiteMeter </li></ul><ul><li>WebTrends </li></ul><ul><li>Clicky </li></ul><ul><li>And many others... </li></ul>
    9. 9. <ul><li>SEO Tools </li></ul><ul><li>http://www.seochat.com/seo-tools/future-pagerank/ </li></ul><ul><li>http://www.alexa.com/ </li></ul><ul><li>http://tools.seobook.com/firefox/rank-checker/ </li></ul><ul><li>http://www.seochat.com/seo-tools/indexed-pages/ </li></ul>
    10. 10. <ul><li>Key Phrases </li></ul>
    11. 11. Key Phrases <ul><li>Choosing our Key Phrases </li></ul><ul><li>Focusing on the terms you want people to search </li></ul><ul><li>broad enough to be searched by many </li></ul><ul><li>specific enough to compete and get good results </li></ul><ul><li>focused on your audience and your goals </li></ul>
    12. 12. Key Phrases <ul><li>How to Choose Key Phrases </li></ul><ul><li>Know the prospect – understand who you're selling to </li></ul><ul><li>Know the goal – determine the results you want </li></ul><ul><li>Get focused – choose a select group of phrases </li></ul>
    13. 13. Key Phrases <ul><li>Know the Prospect </li></ul><ul><li>Intentions: What do they want to do? </li></ul><ul><li>Geography: Where are they? </li></ul><ul><li>Level of service: What do they expect? </li></ul><ul><li>Place in the buying cycle: Are they ready to buy? </li></ul><ul><li>“ Compare Insurance” vs “ Buy Insurance Services” </li></ul>
    14. 14. Key Phrases <ul><li>Knowing the Goal </li></ul><ul><li>Type of sales: Higher margin, new or under-performing? </li></ul><ul><li>ROI: Will your investment get the right traffic? </li></ul><ul><li>Timing: How long can you wait for results? </li></ul>
    15. 15. Key Phrases <ul><li>Get Focused </li></ul><ul><li>Use the data you've collected to select good phrases. </li></ul><ul><li>Should be focused on a specific landing page/service. </li></ul><ul><li>Start with 3-5 phrases per optimized page. </li></ul>
    16. 16. <ul><li>Finding & Evaluating Phrases </li></ul><ul><li>Use simple tools and techniques </li></ul><ul><li>http://adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>http://www.seochat.com/seo-tools/keyword-density/ </li></ul><ul><li>http://www.seochat.com/seo-tools/keyword-difficulty/ </li></ul><ul><li>http://www.digitalpoint.com/tools/suggestion/ </li></ul><ul><li>http://www.wordstream.com/keywords/ </li></ul>Key Phrases
    17. 17. Key Phrases <ul><li>What do these tools offer? </li></ul><ul><li>How many people search </li></ul><ul><li>Difficulty of reaching the top ranks </li></ul><ul><li>Free and easy-to-use </li></ul><ul><li>Also evaluate using human intelligence and research. </li></ul>
    18. 18. SEO <ul><li>Search Optimization Tactics </li></ul>
    19. 19. Top 5 Ranking Factors
    20. 20. Top SEO Factor <ul><li>1. Keyword Focused Anchor Text </li></ul>
    21. 21. Top SEO Factor <ul><li>2. External Link Popularity </li></ul><ul><li>Like references in a book: the more a page is referenced, the more important it is </li></ul><ul><li>Get better rankings when: </li></ul><ul><li>- a page is linked to on external sites </li></ul><ul><li>- the external site is related to your site's content </li></ul><ul><li>- the link has keywords in it </li></ul>
    22. 22. Top SEO Factor <ul><li>3. Diversity of Link Sources </li></ul><ul><li>Get better rankings when: </li></ul><ul><li>- your page is linked to from a variety of sites </li></ul><ul><li>- the link's relevance to your site is important, too </li></ul><ul><li>Good examples: directories, industry blogs, news/PR wires, chamber of commerce, resource sites. </li></ul>
    23. 23. Top SEO Factor <ul><li>4. Keyword Use Anywhere in the Title Tag </li></ul><ul><li>Use your custom keywords on each optimized page for a big payoff. </li></ul><ul><li>Keep your title no more than 70 characters. </li></ul><ul><li>Don't always need to put in your company name. </li></ul>
    24. 24. Top SEO Factor <ul><li>5. Trustworthiness of the Domain Based on Link Distance from Trusted Domains </li></ul><ul><li>- Sites are ranked on how far they are from designated &quot;trusted domains&quot; </li></ul><ul><li>- Good pages usually link to each other </li></ul><ul><li>- Do not distribute your link to unreliable (spam) sources </li></ul><ul><li>- .edu, .gov sites add some value and trust as well </li></ul>
    25. 25. <ul><li>Building Links </li></ul>
    26. 26. Building Links <ul><li>Linkbait + Viral Content Creation </li></ul>
    27. 27. Building Links <ul><li>Linkbait + Viral Content Creation </li></ul><ul><li>- Linkbait : a piece of content created specifically to gather links. </li></ul><ul><li>- Viral Content : a piece of content people widely distribute and share </li></ul><ul><li>- Examples: a video, contest, game, argument, discussion. The best are useful and meaningful to your target audience to get relevant links. </li></ul>
    28. 28. <ul><li>Blogging and Engagement with the Blogosphere </li></ul><ul><li>- very useful to build industry-related links </li></ul><ul><li>- blogs generate repeat traffic </li></ul><ul><li>- these kinds of links boost your site's ranking as an authority in your keyphrase topic </li></ul>Building Links
    29. 29. <ul><li>Classic “Create Valuable Content” Strategies w/o Promotional Marketing </li></ul><ul><li>- articles and blog posts like lists, how-to, and other resources are searched and linked to naturally </li></ul><ul><li>- valuable, unique content helps to increase conversion on site—it's exactly what your target audience is looking for </li></ul>Building Links
    30. 30. <ul><li>Public Relations (beyond just press release publication) </li></ul><ul><li>- relationship-building with journalists and bloggers </li></ul><ul><li>- used in conjunction with other link-building strategies (viral content, valuable content, breaking news items) </li></ul><ul><li>- bloggers now need to disclose any commercial ties in product reviews </li></ul>Building Links
    31. 31. <ul><li>Direct Link Purchases from Individual Sites/Webmasters </li></ul><ul><li>- proceed with caution: be sure you're not buying from spammers </li></ul><ul><li>- also includes advertising on other sites </li></ul>Building Links
    32. 32. <ul><li>User Generated Content (which then incentivizes links to profiles/content/etc.) </li></ul><ul><li>- useful for SEO and social media sharing </li></ul><ul><li>- Examples: forum discussions, reviews, guest bloggers. </li></ul><ul><li>- you can leverage these platforms as well </li></ul><ul><li>- Examples: Flickr, Slideshare, Scribd, YouTube </li></ul>Building Links
    33. 33. <ul><li>High Trust/Authority Directories (DMOZ, Yahoo!, Lii, etc.) </li></ul><ul><li>- these are free and paid authoritative directories </li></ul><ul><li>- DMOZ listings are a must for any business </li></ul>Building Links
    34. 34. <ul><li>Local Link Building (via geographic lists, organizations, portals) </li></ul><ul><li>- helps to promote to local searchers—a growing segment </li></ul><ul><li>- search for your company—you may already be listed on many directories </li></ul><ul><li>- Example: IBuyNEO </li></ul>Building Links
    35. 35. <ul><li>Contacting Sites with (Non-Paid) Direct Link Requests </li></ul><ul><li>- keep it focused in your industry or location for meaningful results </li></ul><ul><li>- Examples: guest blogging, linking on sites of professional organizations, sponsorships </li></ul>Building Links
    36. 36. <ul><li>Identity Correction </li></ul><ul><li>Not many talk about this, but fixing all those bad links and other information already out there </li></ul>Building Links
    37. 37. <ul><li>Site Optimization </li></ul>
    38. 38. Site Optimization <ul><li>Simple code elements to improve SEO </li></ul><ul><li><title>Title of my page</title> </li></ul><ul><li><meta name=”keywords” content=”” /> </li></ul><ul><li><H1>Header Tags</H1> (H1, H2, H3, H4...)‏ </li></ul><ul><li><b>Bold tags</b> </li></ul><ul><li><img alt=”Text if image not here” /> </li></ul><ul><li><a title=”Title of page”>My Link text</a> </li></ul>
    39. 39. Site Optimization <ul><li>Other Site Optimization Techniques </li></ul><ul><li>Response Codes (301 Redirects) </li></ul><ul><li>Site Maps (Site & XML Submitted) </li></ul><ul><li>Domain & URLs </li></ul><ul><li>Unique Content </li></ul><ul><li>Content Density </li></ul>
    40. 40. Pay-Per-Click <ul><li>PPC (Pay-Per-Click) </li></ul>
    41. 41. Pay-Per-Click
    42. 42. Pay-Per-Click <ul><li>Major pay-per-click advertising programs </li></ul>
    43. 43. PPC Benefits <ul><li>PPC Benefits </li></ul>
    44. 44. PPC Benefits: Instant Results <ul><li>Bid what you are willing to pay for placement. </li></ul>
    45. 45. PPC Benefits: Highly Targeted <ul><li>Target by Key Phrase </li></ul><ul><li>Target Geographically </li></ul><ul><li>Target on Search or Sites </li></ul><ul><li>Target at specific times </li></ul><ul><li>Facebook target by hobbies, job title, etc. </li></ul>
    46. 46. PPC Benefits: Budget Limited <ul><li>Choose your daily budget for each campaign. </li></ul>
    47. 47. PPC Benefits: Measurable <ul><li>Combine Google </li></ul><ul><li>Analytics or other </li></ul><ul><li>statistics packages </li></ul><ul><li>to see results. </li></ul>
    48. 48. Pay-Per-Click <ul><li>PPC Basics </li></ul><ul><li>Campaign </li></ul><ul><li>Group </li></ul><ul><li>Ads </li></ul>
    49. 49. <ul><li>How/why to optimize PPC campaigns </li></ul>
    50. 50. Landing Pages <ul><li>Landing Pages </li></ul>
    51. 51. <ul><li>Continue The Message </li></ul><ul><li>Track your campaign </li></ul><ul><li>Shorten the conversion process </li></ul><ul><li>Make it easy on the audience – don't send them to a generic page where they get lost </li></ul>
    52. 52. www.insivia.com Call Andy at 216-373-1080 Go ahead, drop in your card to get our AskInsivia.com Blog Newsletter