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Jim Rosemary – New Tech Web, Inc.
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So Much to Learn!
Objectives and definitionsSearch engine optimization tipsMarketing with GoogleSocial networking for fun and profitOther online traffic-generatorsOffline marketing to drive trafficThe most important key!
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Website Traffic Objectives
Exposure, awareness, branding
Enhance lead generation, more prospective clients
Maintain relationships with existing clients
Increase sales! Boost profits!
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What is Traffic?
Hits?
Pageviews?
Sessions?
Visitors?
Interaction!
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What is Traffic?
Qualified potential paying customers
who find your website via a variety of means,
who will eventually want or need your products or services,
who browse your website,
gaining exposure to your marketing messages,
building trust, leading to purchases and referrals.
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I already knowthe reasonsI want more
website traffic
HOWDO I
GET MORETRAFFIC
TO MYWEBSITE?!
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Traffic is Only Half of the Equation
Webmasters focus on search engines
SEO experts focus on search engines
Business owners focus on search engines
Marketing managers focus on search engines
But...
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Traffic is Only Half of the Equation
TRAFFIC
x CONVERSION
= SALES
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Search Engine Info
SE’s and others will tell you 98%+ of users look to SE’s to find what they are looking for
40-60% of small business website traffic from entering URL directly, following bookmark, “no referrer”
60%+ searches are for business/owner/product name. That’s ok, but what about visitors who don’t know you?
80% of searches result in traffic to non-home pages.
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Top 5 Search Engines - US
Source: NetMarketShare
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Top 5 Search Engines - Global
Source: NetMarketShare
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Search Engine Tips
SITE
SITE
SITE
SITE
SITE
SITE
SITE
SITE
SITE
SITE
SITE
SITE
SITE SITE
SITE
SITE
SEARCHENGINE
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Organic Results Squeeze
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Draw Traffic to Your SiteSearch EnginesOnline Marketing Offline Marketing
Ranking
Description
Headline
Copy
Offer
Purchase
Post-Purchase
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Search Engine Tips
Content is KEY!
• 400 – 700 words (or more)
• Percentage, prominence, position, proximity, placement
Titles and heading tags
Traffic (clickthru’s - bounces)
Relevant links from highly “authoritative” sites!Relevant links from highly “authoritative” sites!
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Keys to SE Ranking – Trends
Increasing
Same
Decreasing
Analysis of site’s perceived value to users
Social signals at page level
Social signals at domain level
Usage data (CTR, bounce rate, etc.)
Content readability/usability/design
Presence + prominence of advertising vs. content
On-page topic modeling (context, relevance)
Quantity of paid results on SERPs
Anchor text in external links
Effectiveness of paid links
Exact keyword match domains
Source: SEOMoz.org
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More Search Engine Tips
Meta tags ... some important, some not
Structured data (see “schema.org”)
Alt tags ... incrementally helpful
Longevity of domain and renews 1+ year out
Secure domain (“https”) with SSL/TLS certificate
Citations help SE’s trust location information
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More Search Engine Tips
Video helps SE rankings?
Reduce “bounce rate”
DocType + W3C validation
Mobile-friendly / “Responsive”(Google “mobile-first indexing” + “AMP”)
PDF’s as searchable text vs. image/scan
www.SEOQuake.com and www.SEMRush.com
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More Search Engine Tips
Don’t “over-optimize” – keyword stuffing penalty
Don’t “over-link” inbound or outbound
Quality of inbound links
Number of pages matters
“robots.txt” and “sitemap.xml”
Google Quality Score (for ads) and more…
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Google Search Quality Evaluator – “EATR”
Expertise – Suitable credentials (awards, recognition, links) and demonstrated experience
Authority – Quality/quantity of valuable, relevant content and citations of factual accuracy
Trust – Secure site (“https”), privacy policy, customer service policy, etc.
Reputation – Reviews (Yelp, BBB, Google, etc.), recommendations from professional sources
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More Search Engine Tips
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Google Maps
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Google My Business
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Google My Business
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Google My Business
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Google My Business Tips Map ranking based on:
• Optimized pages based on location
• Correct categorization of your business
• Authoritative sites with “structured citations”
Be sure to “claim” your business at Google Maps!
Quantity of reviews over time (+text), not all at once
Consistent name, address, phone info everywhere
Don’t fake reviews or locations ... Google knows
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Google Knowledge Panel
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Google Data Studio
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Google Analytics
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Google Search Console
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Google Ads – Pay Per Click
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Google Ads Tips
Start small until you learn the systemChoose keywords carefullyMake use of “negative keywords”Define your target geography and times Learn to use the AdWords toolsExpert: Perry Marshall http://adwords.google.com
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Google Keyword Planner
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Bing Too!
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Bing Places for Business
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Bing Webmaster Tools
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Moz
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Moz
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Wordtracker
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Study pay-per-click model: Google & Bing/Yahoo!• Helps determine viability of search terms • Based on SE revenue, not just bid price• Can be cost-effective traffic builder, if done right
SearchEngineWatch.com & SearchEngineLand.com
Google.com/webmasters
WordStream.com & WordTracker.com
Use your stats program and Google Analyticsto tell you more....
Search Engine Tips
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Online Marketing MethodsE-zine/Newsletter: your ownE-zines/Newsletters: othersReciprocal links/Cross-promotionsRemarketingAffiliate program (possible for small biz)Blogging (time consuming, mixed results)Purchased opt-in e-mail lists (poor to moderate)Bulk mail (spam)Banner ads (ineffective) Link exchanges
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E-mail/Newsletter Marketing
Valuable content is key! Poll subscribers about frequency, topics, etc. Get permission with opt-in or double opt-in 80/20 rule for content/promotion (maybe 90/10) Connect with other list owners with same audience Keep it short Design is secondary (maybe tertiary) Provide unsubscribe method and contact info Don’t use Outlook, use a mail service...
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E-mail/Newsletter Marketing
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Increasing Traffic Online
Pay per click Banner ads? Articles on other sites/newsletters Reciprocal links Blogs and social media!
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Social Media 81% of US population has at least one social
media profile 70% of B2C marketers have acquired
customers via Facebook 93% of Pinterest users use the platform to
plan or make purchasesCustomers spend 20-40% more on
companies using social media 71% of consumers who had positive
experience are likely to recommend
Source: LyfeMarketing
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Social Media Does it create business? It depends on...
• Your industry• Your offer• Your engagement/connection• Your responsiveness• And mostly on your customers!
Facebook ads more effective than AdWords?Social networking customers may be fickle,
fair-weather friendsBad news travels much faster - beware!Aggregators: Tweetdeck or Hootsuite
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Check Your Name
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Blog Advice and Tests WordPress recommended Yoast or JetPack plugins for marketing Are you able to post regularly? Are you still having fun after 2 months? Is the site ranking well with SE’s? Traffic? Are visitors reading your posts? Are visitors responding, creating a sense
of community? Is traffic increasing to your main website? Is the increased traffic resulting in more
leads and revenues?
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The Video Advantage
About 50% of all searches are for video Visitors will spend more time watching
than reading Google give preference to sites with video Video allows you to communicate more
information, demonstrate benefitsYouTube channel?
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Mobile Marketing
More than 60% of internet traffic on mobile But are your clients using mobile? Is your site “Mobile friendly? (Responsive) Text to subscribers for last-minute specials Coupons and discounts QR codes?
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QR Code Example
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QR Code Example
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Mobile Marketing
Are your current visitors on mobile? Look at your stats
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Offline Marketing Methods
Stationery, business cards, brochures Signage: storefront, window sticker, car signs Direct mail: letters or postcards or “lumpy mail” Press releases Call your own clients Voicemail outgoing message Newspaper, radio, TV, coupons, etc. Giveaways or promotional items Salespeople, tradeshows, etc., etc.
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The MOST IMPORTANT KEY is...
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Creating Content of Value
Establishes you as the expert Differentiates you from competitive “noise” Enhances visitor experience Provides opportunity to create relationship May create opportunity for interactivity Allows “casting a wider net” in search engines A “stickier” site means more exposure Additional source of revenue!
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To Sum It Up
Know your target market Use multiple “marketing pillars” to promote your
site online and offline Learn about Search Engines and SEO Get into social networking (if...) Use e-mail/e-zines judiciously and effectively Create content of value! It’s a never-ending process Be a student of the process...
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Jim Rosemary – New Tech Web, Inc.