This document provides tips for improving a website's traffic and engagement in 2021. It recommends clearing goals and defining the ideal client and content strategy. The website should have a clear brand and engagement path explaining what the business does and who it helps. Traffic can be built through targeted efforts like SEO, paid ads, social media and content marketing. Metrics and tools like keyword research, Analytics and hiring experts can help evaluate strategies and make quality decisions. Diversity in approaches works better than any single tactic to build the brand and share quality content that helps visitors.

1. What we need to do to get
our 'Groove On' for 2021.
Shane Serra, WebXpertz

2. THE PROBLEM
• Building quality traffic to a DEAD website is like
Calling you to an unconnected telephone
number.
• Google is pushing SERP results down the page
with:
• GMB, Weather, buying (Hotel Reservations),
Products...
• Algorithm updates can have negative effects
even if you are doing it right.
• Information metrics OVERLOAD
• Fake News, Uncertainty
• Over Marketed to. Too much noise!
• COVID has pushed us 5 years ahead in use of
technology
• Most websites have NO traffic, NO conversion,
Resulting in NO money.

3. • What service do you offer that clients
need that you can offer with value and is
profitable?
• What problem(s) does your product or
service solve?
• Who is the ideal prospect that can afford
and needs your product and service?
• Define content flow strategy the aids in
the sales process.
IT’S ALL ABOUT YOUR CLIENTS
NOT YOU OR WHAT YOU DO
CLEAR YOUR HEAD,
FRESH CANVAS.

4. 1. Clear goals - call, email, get a quote, my
location...
2. First impression - BRAND match your
ideal client and offer?
3. Tell your visitor - what you do and to
whom
4. Engage by persona or product?
5. Engagement click path - Content
purpose and flow?
6. Page content flow leading to your
goal(s)?
YOUR WEBSITE IS
YOUR FOUNDATION

5. 1. Engagement
2. Click Path
3. User Experience
IT’S ALL ABOUT
USER EXPERIENCE
AND ENGAGEMENT

6. HOW ARE YOUR BUILDING TRAFFIC?
• Website is the FOUNDATION
• Targetted Traffic
• Paid Ads
• SEO
• GMB
• Directories
• Communication / Lead Nurturing
• Social media
• Email marketing
• Content marketing - Blogging
• Searchable content
• Shareable content
STRATEGY

7. NO SEO IS NOT DEAD BUT IT IS NOT
EASY. WE HAVE TO EARN IT!
• More than just creating backlinks, citations
and good quality on-page.
• User experience
• Engagement
• Search, find, engage
• Arrive, engage, convert - Clickpath
• Content that helps
• Quality content
• Consider more video and audio podcast
• Riches in the niches
IS SEO DEAD?

8. ITS NOT ABOUT DOING ONE THING,
ITS ABOUT DOING WHAT WORKS!
• Building your brand
• Sharing quality content
• Social Media activities
• Youtube
• Podcasts
• Targeted Paid Ads
• Email Marketing
BE DIVERSE

9. METRICS THAT HELP YOU MAKE
QUALITY DESCIONS.
• Strategy / Game Plan
• Keyword Research
• Google Search Console
• Google Analytics / Metrics
make
HIRE EXPERTS AND FOCUS ON WHAT
YOU DO BEST.
TOOLS & PARTNERS

10. Questions?
Shane Serra, WebXpertz