The document discusses key changes websites can make to jumpstart traffic. It recommends balancing fresh new content with established authority. Specific changes suggested include updating home page content, writing new text and editing existing text, improving the about page, adding or expanding the company blog, including company bios, providing quick answer content like contact details, adding calls to action, updating photos, and incorporating video. The goal is to provide relevant information to users and search engines like Google in order to attract more visitors and customers to the site.

1. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
1
New Content = New Customers:
These Key Changes Can Jumpstart
Your Website Traffic

2. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Today’s Speaker
Carrie Rollwagen
Communications Director
2

3. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
New Content = New Customers:
These Key Changes Can
Jumpstart Your Website Traffic

4. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Let’s Talk about Google
4

5. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Fresh ... but Not Too Fresh
• Authority is the credibility you have for having an established site
• Fresh Content tells Google you’re active and more likely to have
relevant information
• Balance Authority + Fresh Content
5

6. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Don’t Shock Google
• What shocks Google:
• Replacing pages of text all at once
• Changing your subject completely
• Changing site structure and/or navigation
• But this is okay:
• Small changes
• Changes that don’t change subject of the site
• Necessary changes (Well, they do shock Google ... but do them anyway.)
6

7. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
If I Can’t Change It All ...
How Do I Know What to Change?
7

8. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Make Smart Changes
• Use Analytics
• Capitalize on what’s working
• Address pages that aren’t getting traffic or that stop traffic
• Use People
• What aren’t people buying/commenting on?
• What do customers constantly misunderstand?
• Focus on what matters to Google
8

9. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)#learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
The Keys to Google’s Heart
9

10. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Key #1: Home Page Content
• Google cares about it a lot
• Don’t make changes all at once
• Pay attention to keywords
• Pay attention to user experience
10

11. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Key #2: Text
• Audit your text
• Think about getting keywords
• Write new text where you need it
• Streamline/edit text where it makes sense
• Add subheads into copy when it’s sensible
• Diversify content (photos, etc.) when it makes sense
11

12. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Key #3: Edit Your About Page
• Is your about page performing?
• Most About Pages have a Goldilocks problem (too long or too short)
• Can a stranger know what you do from the page?
12

13. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Key #4: Add a Blog
• Don’t have a blog? Add one!
• Do have a blog? Add more posts!
• Adding posts? Promote them!
• Don’t like exclamation points! Sorry!
• Reassess underperforming posts
• Consider updating high performing posts
13

14. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Key #5: Add Company Bios
• People love people
• These pages can be really high traffic
• How to do it:
• Create a questionnaire
• Hire a photographer OR create consistency
14

15. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Key #6: Quick Answer Content
• Address
• Phone Number
• Hours of Operation
• Map
• Menu
• Email Address
15

16. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Key #7: Calls to Action
• Buttons, boxes, new design elements or ...
• Links
16

17. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Key #8: Photos
• New photos keep current customers interested
• Hire a photographer
• Use stock photography
• Get free photography
• Don’t steal and (generally) don’t use phone photos
• Consider video
17

18. #learninfomedia @infomediadotcom (Twitter : Instagram : Facebook)
Like what
you learned?
Let us know! We’d love a
review on Google+
“Quick response
time when issues
arise and resolution
times are fast."
“Our experience with
Infomedia was superb!
They built an ecommerce
web portal for a client of
mine last year.”
18