Driving Traffic to your Site

Module-2
Driving Traffic to Your Site

www.edureka.co/digital-marketing
Organic Search
» On-page SEO
» Off-page SEO - Link Building
Social & Referral Traffic
» Driving traffic from LinkedIn
» Driving traffic from Twitter
» Driving referral traffic from other sites
Search Engine Marketing
» Google Search ads
Course Topics

Objectives
 Learn how to drive targeted traffic to site

www.edureka.co/digital-marketingSlide 4 Course Url
Introduction to Search & SEO
Paid Ads
Organic Results

How Search Engines Work
Web Page Keywords Links
Page 1 Blue, Office Shirt 4 Links
Page 2 Office Shirt 11 Links

What determines search ranking?
 Google uses over 200 factors but the biggest ones are
» Content Quality and relevance (Topical Authority) – how relevant the content is to the search query
» Links pointing to the site or Backlinks (DA & PA)
 Other important factors
» Click through rate
» Engagement
» Speed of the site
» Social signals
Source: moz.com

Slide 7Slide 7 www.edureka.co/android-development-certification-course
Annie’s Question
What is the most important set of factors that determine
search ranking of a page?

Ans. Content & Backlinks
Annie’s Answer

On-Page Optimization (Content)
 Things you can control on your website to make it easy for search engines to
» Find pages on your site
» Understand what the pages are about
» Index them

On-Page Optimization
 Fundamentally, good on-page SEO is about keeping your users front and center
» Create great content
» Make it user friendly
» Make it easy to find content on your site
» Use the right keywords but don’t stuff them

 Each page should have
» Unique title with keyword
» Attention grabbing headline with keyword
» Sub-headings and sections to organize the content
» Keywords in main body content
» Meta Description
» URL with keyword
» Optimized images
Keyword rich Alt tags and file names
» Link to other page on the site with proper anchor text
» Outbound links

Page Title
Page URL
Headline
Sub-headings
Image Alt text

Meta Description
Page Title

 URL structure
» Can help the search engines better understand your page’s content
» Ideally, your page url should include the title of the page

 Title Tag
» Every page has a title tag (an identifier included in the html of the page)
» Search engines read this tag to understand what is there on the page
» The tag displays as the heading for your search result on the search page
» You can write a long title but search engines consider only the first 75 characters
» Should ideally be same as page heading but can be different
» Must include the main keyword for the page
 It is becoming less relevant as Google becomes smarter in understanding the content

 Meta Description
» The meta description describes what the page is about
» Search engines display it right below the link to the page in search results
» Limited to 150 characters
» Must include the main keyword for the page
» It does not directly impact search ranking but helps in improving clicks on your link. Higher
clicks eventually lead to higher ranking

 Body text
» Needs to have relevant keywords- 2-3 times is good enough
» Use bold to highlight key points / phrases with keywords
» Logically organize into sections with sub-headings
» Include at least one image / video to improve ranking
» Use latent semantic keywords – keywords which are similar in meaning – to avoid keyword
stuffing and maintain sanity

 Create deep, topical content to increase topical authority of the page
 Create engaging content that gets visitors to view more pages on the site – lower bounce rate
leads to higher rankings
 Google tries to answer the search query and therefor looks for pages that are likely to provide
detailed answer to the query
 Longer content usually ranks higher, approx. 2000 words is the ideal length

Annie’s Question
How does meta description impact search ranking of a page?

Ans. Increase in clicks due to t good meta
description is an indicator to Google that the page is
relevant to the searched keyword
Annie’s Answer

Technical Factors
 Technical factors related to your site that have an impact on SEO
» Age of your domain
» Site Speed
» Content duplication
Use canonical tag
301 redirects
» Responsive Design

Technical Factors
 Content Duplication
» Same page accessed through multiple urls
www.yoursite.com/product/racket-1
www.yoursite.com/tennis/racket-1
» Syndicated content on other sites
» www and non-www versions of the site
 Redirection – tells search engines that a url has moved to another location
» 301 – permanent
» 302 - temporary
 Canonical url is a way to tell search engines which is the preferred url
» Add a <link> element with the attribute rel="canonical" to the <head> section of these pages:
<link rel="canonical" href="https://blog.example.com/dresses/green-dresses-are-awesome"
/>

Off-Page Optimization
 Building relationship with other sites so they link to your site
» How the world wide web looks at you
» Number of links
» Quality / Authority of sites that link to you
» Keywords used in the links
» Social links
 Links are like citation in a research paper – the important research papers are referenced or cited by more
papers

 Inbound links
» Both quantity and quality matter, quality being primary
» .gov and .edu links are more valuable
» Links from bigger, more trusted sites like newspapers & magazines are more valuable

 Understanding your Search profile
» Google Webmaster tool
 Identify link opportunities
» Moz.com / OSE
» Ahrefs.com
 Build Links

LAB
Understanding Your Search Profile
Webmaster Tools Link Profile

LAB
Finding Link Opportunities
https://moz.com/researchtools/ose/

 Link Building
» Link to sites with good content and reputation
» Get link from sites with good content and reputation
How does the site do on the keywords
How many backlinks it has from good sites
Is it a trusted site
How old is the site
Have a mix of follow and no-follow links
Link Anchor text should include your keywords
Links should point to a page, not root domain – www.mysite.com/widget1, not www.myproduct.com

 do-follow and no-follow links
» It is a property of the html link pointing to your page
» Tells search engine whether it should consider this link for SEO ranking or not
» If all your links are do-follow, Google considers it a spam and will penalize your site
<a href=“yousite.com/widget1" rel="nofollow">Widget 1</a>
 Anchor text
» The text you see on the links
» Including keywords in Anchor links help improve search ranking

Link Building
 Guest blogging
» Extremely effective and popular but also quite abused
» You write a free blog post for another site that needs content – both of you benefit
» Must be a site trusted by Google and should be free to post blogs
» Don’t worry about site ranking initially – just build up a portfolio
» 1 guest blog / week is good but 2/month is also ok
» Make sure the site links back to your site with proper anchor text and do-follow tag as part of your bio

Link Building –Guest Blogging
 Search for sites looking for guest bloggers
» Your keyword + intitle:“write for us”
» Your keyword + intitle:“contribute to”
» Your keyword + intitle:“submite” + inurl:“blog”
 Contact the sites with good reputation and content
 Contact 20-25 sites – 3-4 will accept you
 Repeat every few months by targeting higher ranked sites

Link Building –Wikipedia
 Create a Wikipedia page about your company or product
» Keep authentic , genuine information
» Extremely difficult to get it approved
 Get a link form a related Wikipedia page
» Add link in the reference or resource section
» Make sure it adds value to the article
» Keep it No-follow

Link Building –Social Bookmarking
 Each social bookmarking site has its own rules and etiquettes
 Most sites ask you to first participate before you can submit a link
 Follow the rules and build up your profile before posting links
 Help in improving link profile and building social signals for Google

Link Building – Social Sharing
 Most search engines give a lot of importance to content that is socially shared as it reflects quality and
relevance
 Create Remarkable content – text, infographics, video, presentations – and share on social networks like FB,
Linkedin, G+, YouTube, Slideshare, Scibd and Twitter
 Push with ads if needed
 The more shares you generate, the more likely it will rank higher in search results
 Don’t fake by buying shares or like - search engines can figure it out and will penalize you
 Use social sharing tools / button across your site to help users share content
» www.sharethis.com
» www.addthis.com
 Email your content to your readers and ask them to share it

Link Building – The Scalable Way
 Create Linkable content
 Find sites which will want to link to your content
 Reach out to site owners to get a link

LAB
Scalable Link Building
 Google search / Buzzsumo to find the type of article
 Create it
 use Moz OSE to find link opportunities
 Email Outreach

Broken Link Building
 Find broken links on target sites
 Reach out to site owners with broken link information
 Ask them to replace the existing broken link with a link to your page

LAB
Broken Link Building
 Demo how to find broken links

Content Curation Link Building
 Curate your content on content curation sites
 Suggest your pages to others crating related content
 Sites you can use
» Scoop.it
» Feedly.com
» Storify.com
» Curata

LAB
Content Curation Link Building – Scoop.it

How to Get Referral Traffic
 Content sharing on Social sites
» LinkedIn
» Twitter
 Guest blogging
 Forum Posting
 Blog Commenting
 YouTube Commenting
 Answering Questions
 Content Curation

The General Formula for Referral Traffic
Find a
Relevant Site /
Page
Post
Interesting
Content with
Link
Measure
Traffic and
Behaviour
Rinse &
Repeat

We Love Social Media
f

How It Works
Reach
Engage
Convert
Multiply

The General Formula for Social Channels
 Set up account
» Provide as much information as possible
» Keep branding consistent across the channels
» Use keywords in description
 Create high quality content
» Use images
» Keep it short except on LinkedIn and Slideshare
 Build follower list by engaging with other users, sharing content and promoted content
 Focus on building engagement to expand your reach
 Mix lead gen posts to drive traffic to landing pages
 Keep at it - it takes time to show result except Facebook and LinkedIn lead gen ads

 Company pages have followers, not connections
 Start by sharing with your connections
 Add a “Recommend” button on to your website so logged in Linkedin users can recommend your site or pages
to their connections
 Add Company Follow button to the website
 You need to post engaging content on your page that is more formal than Facebook – be more conservative on
Linkedin than on facebook
 Post content on company pages and then share on your timeline
 Ask employees to share the posts on their timelines
 Join Groups to maximize exposure
Engaging Your Audience on Linkedin

 Write full posts on Linkedin
» Write & publish on Linkedin
» Becomes a Linkedin post
» Share elsewhere
 Write elsewhere (on your site) and share on Linkedin
» Drives traffic to site
» Less effective than writing on Linkedin
» Most effective for lead gen
» Sharing with specific groups drive more engagement and traffic
Two Ways to Engage on Linkedin

 Create How to or Lists style headlines
 Use images – some studies suggest using up to 8 images in a post
 Don’t use video in the post although you can post links to videos
 Write 2000 words or more to maximize reach
 Create sub-headings / sections in the post
 Use simple English – write for a 6th grader, not college grad (Flesch-Kincaid Readability Score 80-89)
 Promote it on other networks, especially Twitter
 Share with Linkedin Groups
Engaging Your Audience on Linkedin

 Never duplicate a blog post you have written on your site
» Triggers duplicate content with Google
» Google will penalize your site for duplicate content as it always assumes Linkedin post as
original
 If you are writing on site, just share the url with and intro paragrapgh
 if you are writing on Linkedin, share on your site blog with url and introduction
Important Precaution

Annie’s Question
Why should you not duplicate your website post on Linkedin?

Ans. Google will penalize your site for duplicate
content.
Annie’s Answer

 Find and follow influencers in industry, prospects, reach multipliers
» Start by following people with large following
» Follow 40-50 people every day
» Clean up Following list every 2 weeks
 Tweeting
» B2B – tweet informative and useful / insights
» B2C – mix entertaining, useful and interesting tweets
 Use ads to acquire followers if budget permits
 Retweet / Favorite to build engagement / create obligation
Building Your Presence on Twitter

LAB
Building Twitter Presence

 Use tracking links
 Carefully monitor in Analytics
» Traffic
» Interactions
» Goal conversion
 Adjust content / style based on results
Measuring Your Presence on Twitter

Getting Referral Traffic – Blog Commenting
 Find high ranking blogs related to your topic / product
 Find relevant blogs on high traffic sites like entrepreneur.com
 Read the blog – absolute must
 Post a thoughtful comment that adds to discussion
» Include a link
 Many sites may not allow posting of links
» Need to submit 3-5 every day to build significant, sustained traffic

Referral Traffic from Social Discussion Sites
 These are content sharing sites where users submit videos / images / articles / news they like for others to
read or answer questions
 Popular news sharing sites
» www.digg.com
» www.stumbleupon.com
» www.delicious.com
» www.reddit.com
Q&A sites
» www.quora.com (works very well for technology / entrepreneurship sites)
 Content Curation sites
» Scoop.it

Annie’s Question
Why should you drive referral traffic from blogs?

Ans. You get targeted, high converting traffic
Annie’s Answer

How It Works
Search
•Search
Results +
Ads
See Ad
•Click on
relevant Ad
Click Ad
•Takes to
Merchant
Site
$$$

Two Types of Ads
 Search Ads
» Displayed on Google properties and search partner sites
» Shown in response to a search term
» Text ads
 Display Ads
» Shown in context of content of the site
» Google is a major display ad network
» Primarily visual

Google AdWords
 Google’s advertising platform
» Allows you to find and target relevant keywords (search terms)
» Create ads
» Set bids (Maximum amount you are willing to pay for a click)
» Set budget (How much money you want to spend)
» Set destination (What happens when someone clicks your ad
 You are charged each time someone clicks on your ad
 Where your ad shows and how much you pay depends on a lot of factors, including your bid

How Ads are Displayed
Top Ads
Side Ads
Organic Search Results

Annie’s Question
Why should you use search engine marketing?

Ans. It is a very effective channel for online sales and
allows you to get traffic you cannot get if your search
ranking is low
Annie’s Answer

Structure of AdWords
Account

LAB
Google AdWords
 Creating a campaign in AdWords

Assignment
 Analyze a page on your site for
» On-page SEO
» How many links it is getting
» Which domains are linking to it
 Find 5 linking opportunities for the page using the Moz/OSE tool
 Find 5 related topics on Scoop.it and suggest your page to the authors

Further Reading
 http://www.slideshare.net/randfish/introduction-to-seo-5003433
 http://searchengineland.com/library/link-building

Agenda for Next Module
 The Sales Funnel
 Using Google Analytics to track & understand visitor behaviour
 Setting up Goals and Funnels in Google Analytics
 Tracking form submissions and clicks using events
 Using Landing Pages o increase conversion
 Building a mailing list
 Lead Magnet & form
 Drip Marketing
 Segmenting and Nurturing leads

Questions

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