Post on 22-Jan-2018
Blogging With a PurposeHow to get more traffic and conversions
Aferdita PacramiCEO, 90 Digital
@ditapac
WHY?
If done right your blog can:
get new visitors to your site
make promotion easier
build loyalty
extend your brand reach
convert
Transactional searches are competitive & expensive
~80%of searches are
informational
source
“Phantom 2”
aka the Quality Update
What did it affect?how to articlesclick bait articlesthin articlesonly a few paragraphslow quality supplementary contentstacked videosnavigational querieslow quality user generated content
more info
The value of the long tail
high competition
low conversion
lower competition
higher conversion
Getting links is hard (when you have nothing to offer)
Depending on Google for traffic
Building a brand = less reliance on Google
Affiliates can be their own brand
But first,
let’s get deep...
Why do you exist?
What are your business objectives?
Why are you blogging?
acquisition - get more traffic to your site
behaviour - build a community
outcome - get users to sign up to bookies through you
What is your USP?
Why you’re not a special snowflake
1. “unbiased” bookmaker reviews
1. top bookmakers
1. best sign up bonuses
1. latest sports news
Affiliate Blog
Acquisition
● create useful &
relevant content that
people want to read
(owned)
● rank for real questions
people have (earned)
● bid for cheaper less
competitive
keyphrases to drive
traffic to your content
(paid)
Behaviour
● establish a community
by getting people to
like/follow you on
social
● capture leads (emails)
so you can convert
users later on and
cross sell
Outcome
● helpful, personalised
information - users
use your affiliate link
to sign up to bookies
● they keep punting
● they sign up to more
bookies that are
relevant to their
interests
● they convert their
friends
Who are you talking to?
What are they into?
Where do they hang out?
What are they asking?
Finding the questions
What’s already out there?
What can you do?
Printables
Good presentation
Comprehensive
Stand Out
Structured Data Semantic markup that helps describe elements on a page.
Schema.org supported by Google, Bing, Yahoo!compatible with microdata, JSON-LD, RDFastandardised library easy to use
Using Schema.org does not increase rankings
… (yet?)
36.6%Google searches include
Schema snippets
source
...but, only
0.3%of sites use Schema
source
Events
Articles
Videos
Breadcrumbs
Sharing is caring
Ignored Sidebars
Users spend 69% of their time on the left half of the page
Banner Blindness
Heavy reliance on banners won’t get you the CTRs
Include CTAs within your content
Give people a reason to part with their email
Personalise CTAs
Usual affiliate relationship
AFFILIATE OPERATORaffiliate link
Operator then handles:
● conversion
● upsell
● cross sell
● loyalty
● learns more about user
than you ever will
Instead...
AFFILIATE OPERATORaffiliate link
1. sign up to newsletter (get email
address)
2. follow you on social (get demographics)
3. track activity on site (get interests)
4. send surveys (find out more about their
interests)
your users
● send promotions relevant to their interests
● cross sell to other bookies they’d be interested in
● refer a friend promotions
● turn them from a bonus hunter to a valued player
● let them know as soon as you get new bookies on
your site
Summary
Thorough planning
why, then how
1
Get to know your audience
demographics, what else they’re interested in, where they hang out, what they talk about
2
Check out the competition
see what works and what doesn’t
3
Create something worthwhile
copying what others are doing won’t get you anywhere
4
Optimise the page
looks good on search, is easy to share
5
Convert and own your users
don’t forget the micro conversions
6
Thanks!Aferdita PacramiCEO, 90 Digital
@ditapac