how to drive more traffic to your website

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  • 1. @annstanleyAn Integrated Approach to DrivingMore Traffic to Your Website byAnn Stanley April 2012

2. @annstanleyContents 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 forlead generation and ecommerce? Lead generation EcommerceSEO (on-page and off-page) Social marketing Paid search - AdWordsPaid display - Banner adsand other ad servingPaid social Facebook ads Email marketingAffiliate marketingPromotional marketing e.g. Groupon, vouchersConversion optimisation 4. @annstanley Ecommerce marketing techniques On-site Sales On-site sales Sales from Searchfrom other sources marketing (email, affiliates, display ads, social, (PPC, SEO,mobile, shopping comparison,Merchant Centre)voucher sites) Conversion optimisationShopping 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. @annstanleyChange in online sales 6. @annstanleyWhats different in 2012? Users now prefer to shop online Further fragmentation of onlinechannels Panda update in Google Effect on your sites SEO Poorer performance of affiliates Innovations and developments Paid search Remarketing and displayUK-Website-2011-Consumer-Survey.html?ls=Website SoMoLo Social, Mobile, Local More emphasis on conversionoptimisation, measurement and testing 7. @annstanleySearch engine resultsDisplay optionsOrganic or naturalresultsUniversal results news, shopping etcAds - paid 8. @annstanleyHow Search Engines WorkA search engine is made of three basic components:A Spider or RobotA Storage SystemA Matching Process orAn automated browser, it or Database Relevancy Algorithmsearches the web for new A record of all the pages The rules that tell the searchweb pages, and changes viewed by the Spiderengine how to determineto web pages, then views what would be relevant tothe web pages and strips your searchout the text content 9. @annstanleyCheck that your site is indexed?Do you havekeyphrases inyour url, titleanddescription? 10. @annstanleyOn-Page Factors 11. @annstanleyOff-page factors - Linking 12. @annstanleyNew Google layout 13. @annstanleyNot logged-in 14. @annstanleyGoogles Search, Plus Your World 15. @annstanleyUniversal results 16. @annstanleyLocal results 17. @annstanley Google Panda update and need forgood quality content In 2011, Google implemented a rolling algorithmupdate known as Panda, which penalises sites thathost poor quality content and/or provide a poor userexperience The effect of the Panda update was widespread and,with every update, Google becomes moresophisticated at judging the quality of content on asite 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 isthe best way to avoid Panda penalties, whichmeans: 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. @annstanleyVideo integrated with product pages 22. @annstanleyUse of and rich snippets 23. @annstanleyIntegration with Google Merchant CentreNew ProductListing adsAdWordsproductextensionsShopping results from Merchant Centre 24. @annstanleyAd Extensions, Local Listings (map) and new Product Listing ads 25. @annstanleySummary of different shopping results in GoogleKeywords = Samsonite luggage Organic shopping resultsAdWords ProductsMapProduct Listing adsad extensionand Places listings(Merchant Centre) 26. @annstanleyProduct Listing ads in Auto targets tab 27. @annstanley Remarketing resultsClient 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-Campaignper-click) Conv. per-click) per-click) Conv. per-click) click) Conv. per-click) per-click) Conv. per-click)TOTAL 445841.7% 2833220 2.57%5591182.44%8621716 1.06%Brand3906.7%4130 8.99% 433 0 5.13%-- -Remarketing 9842.3%* 54 215 3.11%*151181.34%1791716 3.06%*Competitors - - - 2160 2.01%- --18401.88%Vouchers 29015.26%Product 1133 0 2.3% 1050.00% 10900.96% 2 01.57%Product 2 12 0 1.9% 1014.29% 1701.48%Product 3156 0 1.7% 6011.76% 8501.29%Product 4 30 0 0.8% 1011.11% 1301.18%Product 5 50 0.7% 1011.11% 2501.05%Product 6 20 0.5% 308.33% 15501.03%Product 7 93 07.98%2 00.62%Product 8 16 06.35%2200.61%Product 9 305.88%3100.59%Product 10105.56%3100.58% 28. @annstanleyVideo campaigns in AdWords interface 29. @annstanley Analytics Conversion Attribution top paths which include paid search 30. @annstanleyWhy use PPC data to determine themost effective keyphrases for SEO? It can take 6 -12 months to see the result of your SEOactivities But you may have wasted your efforts on optimising forkeyphrases with high volumes of searches but noconversions We recommend you use PPC data as part of your SEOstrategy 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 dataCompetition PPC data See search (Allintitle: Conv. (1-per-terms TotalKeyword Searches (phrase match) "keyphrase")Ratioclick) conversions conversions 1290014,2000.20307 307 2 271002,050,000 0.01196 196 3 14800 598,0000.02185 185 424003,540 0.68 8686 5 735510.13 421860 61600 472,0000.01 292958 7590 82,4000.01 4949 8 581680.35 4848 94400 582,0000.01 4747 10 260 8,060 0.03 4545 11 3600 516,0000.01 4444 12 8802104.19 4343 13163660.04 251136 14 260 289.29 161834 15 140 10,5000.01 2929 16 210 8,270 0.03 161228 17 360051,3000.07 2424 1858 6 9.67 2424 1973 302.43 2323 20 1600 205,0000.01 2222 32. @annstanley Increase in organic traffic and salesJan 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. @annstanleyImportance 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. @annstanleyPinterest 35. @annstanley Activities differ by device (Data from AdMob )Report can be found at 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/featuresmoved 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 thesame for all traffic sources? If yes, review in funnelvisualisation and determineat what step there is aproblem Review site to fix problem onthe first page of the shoppingcart 38. @annstanleyExample: Britains Best Breaks effect of design on web results 39. @annstanleyAnalyticsresults 40. @annstanley Summary The online marketing landscape is more complex and fragmented Panda has changed the way websites need to be optimised contentis more important than ever! Paid search continues to offer new ad formats e.g. integration withMerchant Centre for use with ecommerce sites Use data from PPC to identify converting keyphrases and use these forSEO Social is important to generate direct traffic and sales; but alsoindirectly due to the importance of social indicators in SEO You need to understand how mobile is used by shoppers, and checkwhether your website is compatible for use with mobile, tablets andother devices Conversion optimisation and measurement is key to maximise the ROIfrom different channels 41. @annstanley Thank YouSee us on stand E60 Ann Stanley