AAN TrafficPresentation

Maximizing New User Acquisitions : Components of a Holistic Traffic Generation Strategy Andrew Sullivan, President, eLine LLC Jan 31, 2008.

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Goals and Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Traffic Landscape Overview: Search Engine Optimization Paid Inclusion Search Engine Marketing (Paid Search) ‘ Social Marketing’

Everything drives Search ,[object Object],Brand Print Offline Campaigns Reputation BREAKING NEWS Alternative Newsweeklies Email Newsletters Online PR Online Advertising How to maximize Search: - PUSH the brand on non branded queries - PULL qualified users through Branded queries Ultimately, the cheapest and best keywords are Branded Keywords. Non Branded queries start the funnel. Measuring Latency between awareness and conversion is key to success. SEARCH SEARCH SEARCH SEARCH SEARCH SEARCH SEARCH SEARCH SEARCH

Media that influences US Consumers

The Size of the Universe ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: comScore Key Measures. June 2007 stats

Google Dominates US Search With 8 Billion US Searches Per Month: Identify opportunities through variance in your traffic

Anatomy of Search Engines 70% 30% Paid Search Organic Search Source: 2006 iProspect / Jupiter Research Study

Yahoo! 60% 40% Yahoo! Organic Listings & Yahoo! Paid Inclusion Listings Paid Search Source: 2006 iProspect / Jupiter Research Study

Industry Stats: Search Pages 90% of search engine users do not go past the 3 rd page. Source: 2006 iProspect / Jupiter Research Study

Industry Stats: Keyword Usage Source: 2006 iProspect / Jupiter Research Study

Industry Stats: SE Position = Brand Source: 2006 iProspect / Jupiter Research Study

Search Engine Optimization ,[object Object],[object Object],[object Object],[object Object],[object Object],Search Engines are looking to present the most relevant search engine results based on the query.

Important Variables for SEO Before Search Engine Algorithms rank the relevance of the website, the website must be properly crawled and viewed by the engines. KW Density in Links KW Density in Links KW Occurrence in Body Copy Page KW Density Page KW Density Page KW Density KW Density in Title Tags KW Density in Title Tags KW Density in Title Tags KWs in URL KWs in URL Yahoo! Directory Listings Yahoo! Directory Listings Domain Links KWs in URL DMOZ Listings External Links External Links External Links

Key Considerations for Natural Search Optimization 1 2 3 4 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Analytics & Reporting

Content Optimization & Responsibilities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Search Engine Priorities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Don’t Go Keyword Crazy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Website Taxonomy Communicate a clear website taxonomy to the Search Engines and optimize each page to the appropriate Keyword Theme. PAGE: KW Theme Home: SF Bay Guardian: Home Page (lacks strong nav theme, keyword theme. Change to: San Francisco Bay Guardian: San Francisco Politics, Music, Entertainment, Where to Stay, Personals) Main Music: SFBG: list category: Music (no strong keyword theme, main nav changes. Include specific keywords, like music listings, who’s playing in San Francisco Minimize Duplication of KW themes. Reference the ONE Authoritative page within the context of other pages. ,[object Object],[object Object],[object Object],[object Object]

Technical Considerations for SEO ,[object Object],[object Object],[object Object],[object Object],[object Object]

So Who Does The Work? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

See What They See ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Top 23 Keyword Density for SFBG.COM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Test Keywords And Themes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Track Trends In Search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Paid Inclusion (Yahoo! Search Submit) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Paid Inclusion is an alternative to SEO just for Yahoo! with a fixed cost per click

Paid Search Engine Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Successful paid search campaigns qualify users and leverage of Long Tail of Search. You must understand the Long Term Value of users won through SEM.

Paid Search 101: The 4 Levers Creative Landing Pages Bidding Keywords Find Qualify Convert Efficiently

The Complexity of Paid Search ,[object Object],[object Object],[object Object],[object Object],[object Object]

Paid Search Agency Constellation ,[object Object],[object Object],[object Object],[object Object]

Shift In Attention & Authority

The Social Traffic Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

So Many Friends To Make, So Little Time ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cross-Over Between Major Social Sites Pay Attention To Facebook: open API gaining momentum fast

General Overview of the Social Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],They All Feed The… Blogging Community

Plug Content Into Social Network ,[object Object],[object Object],[object Object],[object Object],[object Object]

Enlightened Hedonism ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Why You Can’t Rely On Content Alone

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AAN TrafficPresentation

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