Ann S

1. @annstanley
An Integrated Approach to Driving
More Traffic to Your Website
by
Ann Stanley
April 2012

2. @annstanley
Contents
• Digital landscape – lead generation vs.
ecommerce
• Search engine optimisation (SEO)
• Recent features in AdWords (PPC)
• Integrating PPC and SEO
• Social marketing
• Mobile and the effect of different devices
• Conversion rate optimisation

3. @annstanley
Digital marketing techniques for
lead generation and ecommerce?
Lead generation Ecommerce
SEO (on-page and off-page)  
Social marketing  
Paid search - AdWords  
Paid display - Banner ads  
and other ad serving
Paid social – Facebook ads  
Email marketing  
Affiliate marketing  
Promotional marketing e.g.  
Groupon, vouchers
Conversion optimisation  

4. @annstanley
Ecommerce marketing techniques
On-site Sales
On-site sales
Sales from Search from other sources
marketing
(email, affiliates, display ads, social,
(PPC, SEO, mobile, shopping comparison,
Merchant Centre) voucher sites)
Conversion optimisation
Shopping platforms Other
& market places off-site sales
(Amazon, eBay, Play, Tesco MarketPlace, (Social, Mobile, drop shipping,
Not On The High Street) daily deals sites)
Off-site Sales

5. @annstanley
Change in online sales

6. @annstanley
What’s different in 2012?
• Users now prefer to shop online
• Further fragmentation of online
channels
• Panda update in Google
– Effect on your site’s SEO
– Poorer performance of affiliates
• Innovations and developments
– Paid search http://go.channeladvisor.com/
– Remarketing and display UK-Website-2011-Consumer-
Survey.html?ls=Website
– SoMoLo – Social, Mobile, Local
• More emphasis on conversion
optimisation, measurement and testing

7. @annstanley
Search engine results
Display options
Organic or natural
results
Universal results –
news, shopping etc
Ads - paid

8. @annstanley
How Search Engines Work
A search engine is made of three basic components:
A Spider or Robot A Storage System A Matching Process or
An automated browser, it or Database Relevancy Algorithm
searches the web for new A record of all the pages The rules that tell the search
web pages, and changes viewed by the Spider engine how to determine
to web pages, then views what would be relevant to
the web pages and strips your search
out the text content

9. @annstanley
Check that your site is indexed?
Do you have
keyphrases in
your url, title
and
description?

10. @annstanley
On-Page Factors

11. @annstanley
Off-page factors - Linking

12. @annstanley
New Google layout

13. @annstanley
Not logged-in

14. @annstanley
Google’s “Search, Plus Your World”

15. @annstanley
Universal results

16. @annstanley
Local results

17. @annstanley
Google Panda update and need for
‘good quality content’
• In 2011, Google implemented a rolling algorithm
update known as ‘Panda’, which ‘penalises’ sites that
host poor quality content and/or provide a poor user
experience
• The effect of the Panda update was widespread and,
with every update, Google becomes more
sophisticated at judging the quality of content on a
site

18. @annstanley
Optimise for the user –
not search engines
• Making sure a site is optimised to provide a rich,
relevant and rewarding experience for visitors is
the best way to avoid Panda penalties, which
means:
– No duplicate content
– All pages to have unique, relevant and useful content
(even the 1000s of product pages on ecommerce
sites!)
– Good levels of interaction on site (low bounce rates,
inbound links to ‘deep’ pages, social mentions etc…)

19. @annstanley
Ecommerce optimisation –
unique content on category pages

20. @annstanley
Ongoing ‘Fresh’ content
(blogging with social plug-ins)

21. @annstanley
Video integrated with product pages

22. @annstanley
Use of Schema.org and rich snippets

23. @annstanley
Integration with Google Merchant Centre
New Product
Listing ads
AdWords
product
extensions
Shopping results from Merchant Centre

24. @annstanley
Ad Extensions, Local Listings (map)
and new Product Listing ads

25. @annstanley
Summary of different shopping results in Google
Keywords =
Samsonite luggage
Organic shopping
results AdWords Products Map
Product Listing ads
ad extension and Places listings
(Merchant Centre)

26. @annstanley
Product Listing ads in Auto targets tab

27. @annstanley
Remarketing results
Client 1 Client 2 Client 4
(from Aug 2011) (from Jan 2011) Client 3(from July 2011) (from Jan 2011)
View- Conv. View- Conv. Conv. View- Conv. View- Conv.
Conv. (1- through rate (1- Conv. (1- through rate (1- (1-per- through rate (1- Conv. (1- through rate (1-
Campaign per-click) Conv. per-click) per-click) Conv. per-click) click) Conv. per-click) per-click) Conv. per-click)
TOTAL 445 84 1.7% 2833 220 2.57% 559 118 2.44% 862 1716 1.06%
Brand 39 0 6.7% 413 0 8.99% 433 0 5.13% - - -
Remarketing 9 84 2.3%* 54 215 3.11%* 15 118 1.34% 179 1716 3.06%*
Competitors - - - 216 0 2.01% - - - 184 0 1.88%
Vouchers 29 0 15.26%
Product 1 133 0 2.3% 1 0 50.00% 109 0 0.96% 2 0 1.57%
Product 2 12 0 1.9% 1 0 14.29% 17 0 1.48%
Product 3 156 0 1.7% 6 0 11.76% 85 0 1.29%
Product 4 30 0 0.8% 1 0 11.11% 13 0 1.18%
Product 5 5 0 0.7% 1 0 11.11% 25 0 1.05%
Product 6 2 0 0.5% 3 0 8.33% 155 0 1.03%
Product 7 93 0 7.98% 2 0 0.62%
Product 8 16 0 6.35% 22 0 0.61%
Product 9 3 0 5.88% 31 0 0.59%
Product 10 1 0 5.56% 31 0 0.58%

28. @annstanley
Video campaigns in AdWords interface

29. @annstanley
Analytics Conversion Attribution –
top paths which include paid search

30. @annstanley
Why use PPC data to determine the
most effective keyphrases for SEO?
• It can take 6 -12 months to see the result of your SEO
activities
• But you may have wasted your efforts on optimising for
keyphrases with high volumes of searches but no
conversions
• We recommend you use PPC data as part of your SEO
strategy
– Narrow down your list to the keyphrases that convert
– Use as many months data as possible and use “See Search
Terms” to see the actual converting phrases
– If you are not currently using PPC then you may want to run
a PPC campaign before starting your SEO, in order to
understand your keyphrase profile

31. Selecting keyphrases for SEO @annstanley
using PPC conversion data
Competition PPC data See search
(Allintitle: Conv. (1-per- terms Total
Keyword Searches (phrase match) "keyphrase") Ratio click) conversions conversions
1 2900 14,200 0.20 307 307
2 27100 2,050,000 0.01 196 196
3 14800 598,000 0.02 185 185
4 2400 3,540 0.68 86 86
5 73 551 0.13 42 18 60
6 1600 472,000 0.01 29 29 58
7 590 82,400 0.01 49 49
8 58 168 0.35 48 48
9 4400 582,000 0.01 47 47
10 260 8,060 0.03 45 45
11 3600 516,000 0.01 44 44
12 880 210 4.19 43 43
13 16 366 0.04 25 11 36
14 260 28 9.29 16 18 34
15 140 10,500 0.01 29 29
16 210 8,270 0.03 16 12 28
17 3600 51,300 0.07 24 24
18 58 6 9.67 24 24
19 73 30 2.43 23 23
20 1600 205,000 0.01 22 22

32. @annstanley
Increase in organic traffic and sales
Jan 2011 – Dec 2012 – visits from organic (dark blue line) vs revenue (light blue line)
Visits from organic 2011 (dark blue line) vs 2010 (orange line)
SEO project started July 2011

33. @annstanley
Importance of social
• Direct sales e.g. Facebook commerce
• Direct traffic e.g. Brand pages (Facebook,
Google Plus, Twitter)
• Community, loyalty and word of mouth
(Facebook Likes, Twitter, Reddit, Digg,
Delicious) and social shopping sites e.g.
Kaboodle
• Referrals, links and SEO benefit (Google Plus,
Facebook Shares, social bookmarking)

34. @annstanley
Pinterest

35. @annstanley
Activities differ by device
(Data from AdMob )
Report can be found at http://googlemobileads.blogspot.com/

36. @annstanley
Device responsive design
• Same url for all devices rather than a separate mobile site or sub-domain
• User detection agent (distinguishes device)
• Liquid or responsive design suitable for each size device/operating system/browser
• Mobile design often has a single column with most important content/features
moved to the top and in some cases some content hidden

37. @annstanley
Example of a low PPC conversion rate –
using Funnels to solve a site-wide issue
• Is the conversion rate the
same for all traffic sources?
• If yes, review in “funnel
visualisation” and determine
at what step there is a
problem
• Review site to fix problem on
the first page of the shopping
cart

38. @annstanley
Example: Britain’s Best Breaks –
effect of design on web results

39. @annstanley
Analytics
results

40. @annstanley
Summary
• The online marketing landscape is more complex and fragmented
• Panda has changed the way websites need to be optimised – content
is more important than ever!
• Paid search continues to offer new ad formats e.g. integration with
Merchant Centre for use with ecommerce sites
• Use data from PPC to identify converting keyphrases and use these for
SEO
• Social is important to generate direct traffic and sales; but also
indirectly due to the importance of social indicators in SEO
• You need to understand how mobile is used by shoppers, and check
whether your website is compatible for use with mobile, tablets and
other devices
• Conversion optimisation and measurement is key to maximise the ROI
from different channels

41. @annstanley
Thank You
See us on stand E60
Ann Stanley
@annstanley
ann@anicca-solutions.com
www.anicca-solutions.com