This document provides advice on developing an effective internet strategy. It notes that many first-time business owners incorrectly assume that traffic will come automatically through search engines, social media, or viral sharing. However, generating web traffic requires active effort. The main drivers of traffic are search engine optimization and pay-per-click advertising, which together can account for 80-88% of visits. To succeed online, businesses need to test different marketing approaches, measure results like traffic sources, conversions and costs, and focus on optimizing the most effective strategies.

1. primaryposition.com
developing an internet strategy
David Quaid
Principal Consultant
PrimaryPosition.com SEO

2. Ireland’s internet
revolution really
took root in the
1990’s

3. The worst analogy used during this revolution

4. The worst analogy used during this revolution:
Your website = your shop front

5. And, well, it
couldn’t be more ....

7. A shop has passing traffic which equals trade.

8. A shop has passing traffic which equals trade.
Because demand meets supply. And if you’re
not there, you’re not there!

9. The Shocking reality is that
Websites rarely if, ever,
have an automatic supply of traffic.

10. Which creates a huge problem if you’re
weren’t aware of this

11. Many first time would-be web-preneurs
believe that traffic will come from
• An automatic right to free Google Traffic
• A viral effect from the “big idea” or
“award winning” design”
• By building a network on Facebook and
advertising on twitter
• By sharing it with friends and in
advertising

13. * You can imagine the shock that people get when they hear €55
Cost-per-click in some 2010 Dublin online PPC Markets!

14. Let’s start again properly shall we?

15. The internet is something new;
It’s something completely different!

16. It’s the greatest single empower;
of consumers and every day people.

17. It’s the greatest single empower;
of consumers and every day people.
Even plumbers.

18. Connect. Inform. Share.

19. Like Music?
Got a problem?
Need a plumber?
Which Hi-Fi should you buy?
Don’t know how something works?

20. No problem!

21. Users Identify their problem

22. Users Identify their problem
Search

23. Users Identify their problem
Search
Learn

24. Users Identify their problem
Search
Learn
Share

25. Users Identify their problem
Search
Learn
Share
Research

26. Users Identify their problem
Search
Learn
Share
Research
And Shop.

27. Whatever a brand says,
We know what’s really behind it

28. Even if they try to hide it...

29. Main Traffic Drivers
• Search
– People looking for products
– People looking for brands
– People looking for locations
– Ideas, Special offers, savings, exclusivity
– Random Search

30. In April and May 2011, we analysed 35 domains
in our collection of Google Analytics Accounts.
About 1 million Irish visitors pass through these
in a given calendar month.
Here’s what we found

31. IB2B sites like
twitter and LinkedIn
delivered as much as
3%

32. Facebook, with some
sites having over 15k
fans, delivered just
between
2&5%

33. , however, delivered
a consistent
80-88%

34. A search for every body

35. Put things in order Idea
Digital
Strategy
Domain Website(s) Marketing
acquisition design plan plan
SEO
Digital Marketing
PPC
Implementation
Social Networking

36. Try it, Measure it, Improve it!
• Visits
• Bounce Rate
• Pages per visit
• Search Keywords
• Traffic from Search Engines
– Branded and non-branded
• Enquiries and Sales
• Above By source

37. Conversions – not traffic!
• How many visits did we get?
• How many came from
– Google?
– Newsletters?
– Social?
– Ads?
• How many sales did they make
• How much did that cost?

38. If 100 people come from AdWords and 10
spend €100 and it cost €1 per visit....

39. If 100 people come from AdWords and 10
spend €100 each and it cost €1 per visit....
Then you made €1,000. The cost per sale
was €10.

40. You can repeat this process for every
function and activity
If 10 purchases are made from 100,000
newsletters and you make €1,000 and it
cost €50, then you made a profit

41. But if it costs €100 to make a sale and you
only make €10 profit
Then you’re going to need a new model!

42. When you find things that work

43. Repeat it. Improve it. Evolve it

44. I’ve been working with online companies
for 15 years. I’ve learnt a lot from working
with over 500 companies in that period.
I’ve built 5 of my own online companies
and I’ve been self sufficient for over a
decade using nothing else but working
and marketing online. Here are the best
things I want to share with you

45. Basics
• You’ll need basic business advice
• If you don’t have an internet marketing
background – bring it into the team
• Marketing isn’t intuitive and internet
marketing really isn’t
• Traditional retail businesses have traffic.
Websites DO NOT

46. Build your team
• Pick a business mentor
• Pick a team of advisors and associates
– Financial
– Marketing
– Internet and e-commerce
– Branding
– HR
– SALES!
– Technology

47. Every business needs...
• To understand the cost of sales
• To know the cost of selling
– How much marketing will be needed
– Launches
– PR
– AdWords
– SEO
– Social Media

48. You can’t won’t do it all
• If web traffic was free, it wouldn’t cost so
much
• Beware of replicator models – they don’t work
online
• You need a unique selling point
• Competing on price is rarely a good one!

49. Beware...
• Of being a replicator
– beware of being easily replicated
– Users don’t like multiple accounts to do the same
thing
• It takes a long time to build a community
• You cannot advertise to visitors that don’t
exist
• Guarantees
• Reliance on a single vendor

50. Thank you.
Primary Position SEO
http://twitter.com/primaryposition