Jim Rosemary – New Tech Web, Inc.

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!

Website Traffic Objectives

Exposure, awareness, branding

Enhance lead generation, more prospective clients

Maintain relationships with existing clients

Increase sales! Boost profits!

What is Traffic?

Hits?

Pageviews?

Sessions?

Visitors?

Interaction!

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.

I already knowthe reasonsI want more

website traffic

HOWDO I

GET MORETRAFFIC

TO MYWEBSITE?!

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...

Traffic is Only Half of the Equation

TRAFFIC

x CONVERSION

= SALES

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.

Top 5 Search Engines - US

Source: NetMarketShare

Top 5 Search Engines - Global

Source: NetMarketShare

Search Engine Tips

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE

SITE SITE

SITE

SITE

SEARCHENGINE

Organic Results Squeeze

Draw Traffic to Your SiteSearch EnginesOnline Marketing Offline Marketing

Ranking

Description

Headline

Copy

Offer

Purchase

Post-Purchase

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!

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

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

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

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…

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

More Search Engine Tips

Google Maps

Google My Business

Google My Business

Google My Business

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

Google Knowledge Panel

Google Data Studio

Google Analytics

Google Search Console

Google Ads – Pay Per Click

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

Google Keyword Planner

Bing Too!

Bing Places for Business

Bing Webmaster Tools

Moz

Moz

Wordtracker

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

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

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...

E-mail/Newsletter Marketing

Increasing Traffic Online

Pay per click Banner ads? Articles on other sites/newsletters Reciprocal links Blogs and social media!

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

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

Check Your Name

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?

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?

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?

QR Code Example

QR Code Example

Mobile Marketing

Are your current visitors on mobile? Look at your stats

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.

The MOST IMPORTANT KEY is...

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!

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...

For More Information

Jim Rosemary – New Tech Web, Inc.