This document provides tips for increasing online traffic to a website through digital marketing and optimization. It recommends focusing digital marketing efforts on specific channels like your website, Facebook, blogs, and social media. Proper on-page optimization includes evaluating web structure, content, coding, and responsiveness. Off-page optimization involves link building and tracking metrics. Content should be optimized through techniques like silo structures, internal linking, and using keywords. Proper use of breadcrumbs and call-to-action placement can improve user experience and engagement as shown through heat map testing.

1. HOW TO INCREASE ONLINE
TRAFFIC FOR YOUR WEBSITE

2. Make Things Fall in Place
o Digital Marketing is an approach to reach more potential customers and to meet specific
business objectives via digital channels or Internet.
 Focus on Benefits :-
 More Reach
 Less Time
 Cost Effective Approach
P.S. Focus on how to select right digital channels (Your own
website,Facebook,Blogger,Twitter,LinkedIn,Whatsapp)

3. Know How
THIS WAY

6. Evaluation of a website by Google
 Web Structure & Content (on page optimization)
 Popularity through link building (Off Page Optimization) by keeping watch on certain parameters like Unique visitor,
No. of Page views, lesser Bounce Rate, Page Authority, Domain Authority, Keyword Ranking, Time on site and
Social Engagement
 Coding whether W3C compatible or not and should be based on platforms like
JOOMLA,ASP,WORDPRESS,PHP(LAMP- Linux, Apache, MySQL and
PHP),JSP,JAVA,PYTHON,MAGENTO,DRUPAL.
 HTML Output – Sequence of elements
 Content structure should be thoroughly analyzed keeping following points in mind:-
→SILO,Breadcrumbs,Title,Abstract,Heading,Paragraph,Keyword use, Internal anchors, External anchors, Related post
 Website should be made mobile responsive.
 Text to Code Ratio should be (15%),Internal vs. External links should be high (80:20) throughout the website and
page wise, Total no of links on a page must be <100
 Page speed depending on no. of ext. CSS/inline CSS, no.of JAVASCRIPT, JS loading should be asynchronous
 landing page optimization following 5 seconds rule or Heat map Test and call to action placement in the below of the
landing page to engage viewers
 Content of the website should be an interactive one and done as a well researched work with different content
variations like text,graphics,infographics,ppt,pdf,video,webinar,podcast,whiteboard
animation,ebook,charts(excel,docx)
 For a content say of 500 words use maximum 3 Keywords although minimum recommended is 1 Keyword
 Social sharing integration
 Should have Grammatically correct contents

7. Breadcrumbs
 At every point in time while you are on the move, you feel assured when
you know where you are and how you can go to the next point. The same
happens for website users. They like to feel empowered with the knowledge
about their location in the context of the website. Without knowing where
they are currently and how they can go to the next web page of their choice,
they feel lost and from the perspective of an internet marketer, lost. To
ensure that website users do not get this feeling, breadcrumbs are used.
They are directions to ascertain the present location of the user in the
context of the website, with the home page as the starting point.
 E.g : Home > Computer Hardware > Computer Cases > Computer
Cases > Lian-Li

8. Silo Structure
 SILO Structure stands for the hierarchy of web pages within a website.
The SILO structure enables a website designer to frame the content of
the website according to the importance of the individual web pages. It is
designed with the idea of decoding the website for the user, making it
easier to find the desired web page. Both breadcrumbs and SILO
structure are website navigational tools that are very useful for website
designers and for SEO professionals as well.
 Example:-

9. Some Do’s & Don'ts
 Best Practices
 Developing breadcrumbs and the SILO structure needs some best practices to be followed for
best results:
 Breadcrumbs are essentially placed at the top of the web page
 Ensure that the breadcrumbs are not interfering with the content of the page
 Differentiate between web pages while developing breadcrumbs and SILO structure
 Distinctly segregate one web page from another in both the cases
 Use breadcrumbs on all web pages if you decide to do so. Be consistent
 Tips and Tricks
 Using breadcrumbs and SILO structure can do more good to your website than you can think of
right now. Follow these tips and tricks and see the results:
 Ensure proper hierarchy in both breadcrumbs and SILO structure. The starting point of
reference is the home page and it goes down the current web page the user is on
 Highlight the current web page that the user is visiting with a different color or font
 Separate each breadcrumb with the use of arrows (->), hyphens (-) or slashes (/) so that the
user is not confused about each of them
 Don’ts
 Breadcrumbs and SILO structure play a vital role in the navigation of the website. Do not:
 Write down the breadcrumbs and SILO structure as an afterthought!
 Make the current viewing page on the breadcrumb frame a web link
 Replace primary navigation mechanism with breadcrumbs
 Use breadcrumbs as a page heading

10. Some Important facts about Heat map Test
 Heat maps are great for analyzing the behavior of your visitors. They can
lead to insights you can’t find using other methods, which can greatly
increase your conversion rate.
 Content most important to your visitor’s goals should be in the top of the
page
 Call to action placement in the below of the landing page to engage viewers
 People spend more time looking at the left side of your page. Use this side of
your website to display your most important information – for example your
Value Proposition.
 People read your content in an F-shaped pattern.They read the most
important headlines and subhead lines, but only selectively read the larger
parts of the text. Your first two paragraphs need to state the most important
information in your text – This is the content your visitors will most probably
read.
 Don’t lose money through banner blindness
 Automatic image carousels and banners are generally not a good idea for you
homepage. They will be ignored by your visitors because they generate
banner blindness and therefore waste a lot of necessary space on your site.
 Summaries are better than full articles in blog structures

11. GOOD LUCK