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Driving Traffic To Your WebsiteAndy Halko

Web. Marketing. Software.

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Andy Halko, CEO, Insivia

Web. Marketing. Software.

Driving Traffic

Today's Topics• Search Engine Optimization

Driving traffic through organic search results.

• Pay-Per-ClickSponsored ads in search and social media.

• Landing PagesContinue your message for streamlined conversions.

Organic Results

SEO (Search Engine Optimization)

Organic Results

The What & Why of Search

14 billion searches in June 2009

Google Yahoo Bing 70.46% 16.73% 9.28%

Gender Organic PaidWomen 56.9% 43.1%

Men 65.4% 34.6%

Yahoo and Google are the most popular sites with those under the age of 34, whereas those over the age of 55 tend to prefer MSN.

SEO Success

How do we typically determine success?

• Increased traffic from organic listings• Conversion of our web site goals

– Quality traffic increases likelihood of conversions• Increased leads and revenue

– Analytics integration and tracking with a CRM

Measuring Success

100s of ToolsGoogle AnalyticsOmnitureSiteMeterWebTrendsClickyAnd many others...

SEO Tools

• http://www.seochat.com/seo-tools/future-pagerank/• http://www.alexa.com/• http://tools.seobook.com/firefox/rank-checker/• http://www.seochat.com/seo-tools/indexed-pages/

Key Phrases

Key Phrases

Choosing our Key PhrasesFocusing on the terms you want people to search

• broad enough to be searched by many• specific enough to compete and get good results• focused on your audience and your goals

Key Phrases

How to Choose Key Phrases

• Know the prospect – understand who you're selling to

• Know the goal – determine the results you want• Get focused – choose a select group of

phrases

Key Phrases

Know the Prospect

• Intentions: What do they want to do?• Geography: Where are they?• Level of service: What do they expect?• Place in the buying cycle: Are they ready to

buy?

“Compare Insurance” vs “Buy Insurance Services”

Key Phrases

Knowing the Goal

• Type of sales: Higher margin, new or under-performing?

• ROI: Will your investment get the right traffic? • Timing: How long can you wait for results?

Key Phrases

Get Focused

• Use the data you've collected to select good phrases.

• Should be focused on a specific landing page/service.

• Start with 3-5 phrases per optimized page.

Finding & Evaluating PhrasesUse simple tools and techniques

http://adwords.google.com/select/KeywordToolExternalhttp://www.seochat.com/seo-tools/keyword-density/http://www.seochat.com/seo-tools/keyword-difficulty/http://www.digitalpoint.com/tools/suggestion/http://www.wordstream.com/keywords/

Key Phrases

Key Phrases

What do these tools offer?

• How many people search• Difficulty of reaching the top ranks• Free and easy-to-use

Also evaluate using human intelligence and research.

SEO

Search Optimization Tactics

Top 5 Ranking Factors

Top SEO Factor

1. Keyword Focused Anchor Text

Top SEO Factor

2. External Link PopularityLike references in a book: the more a page is

referenced, the more important it is

Get better rankings when:- a page is linked to on external sites- the external site is related to your site's content- the link has keywords in it

Top SEO Factor

3. Diversity of Link Sources

Get better rankings when:- your page is linked to from a variety of sites- the link's relevance to your site is important, too

Good examples: directories, industry blogs, news/PR wires, chamber of commerce, resource sites.

Top SEO Factor

4. Keyword Use Anywhere in the Title Tag

Use your custom keywords on each optimized page for a big payoff.

Keep your title no more than 70 characters.Don't always need to put in your company name.

Top SEO Factor

5. Trustworthiness of the Domain Based on Link Distance from Trusted Domains

- Sites are ranked on how far they are from designated "trusted domains"

- Good pages usually link to each other- Do not distribute your link to unreliable (spam)

sources- .edu, .gov sites add some value and trust as well

Building Links

Building Links

Linkbait + Viral Content Creation

Building Links

Linkbait + Viral Content Creation

- Linkbait: a piece of content created specifically to gather links.

- Viral Content: a piece of content people widely distribute and share

- Examples: a video, contest, game, argument, discussion. The best are useful and meaningful to your target audience to get relevant links.

Blogging and Engagement with the Blogosphere

- very useful to build industry-related links- blogs generate repeat traffic- these kinds of links boost your site's ranking as an

authority in your keyphrase topic

Building Links

Classic “Create Valuable Content” Strategies w/o Promotional Marketing

- articles and blog posts like lists, how-to, and other resources are searched and linked to naturally

- valuable, unique content helps to increase conversion on site—it's exactly what your target audience is looking for

Building Links

Public Relations (beyond just press release publication)

- relationship-building with journalists and bloggers - used in conjunction with other link-building

strategies (viral content, valuable content, breaking news items)

- bloggers now need to disclose any commercial ties in product reviews

Building Links

Direct Link Purchases from Individual Sites/Webmasters

- proceed with caution: be sure you're not buying from spammers

- also includes advertising on other sites

Building Links

User Generated Content (which then incentivizes links to profiles/content/etc.)

- useful for SEO and social media sharing- Examples: forum discussions, reviews, guest

bloggers.

- you can leverage these platforms as well- Examples: Flickr, Slideshare, Scribd, YouTube

Building Links

High Trust/Authority Directories (DMOZ, Yahoo!, Lii, etc.)

- these are free and paid authoritative directories- DMOZ listings are a must for any business

Building Links

Local Link Building (via geographic lists, organizations, portals)

- helps to promote to local searchers—a growing segment

- search for your company—you may already be listed on many directories

- Example: IBuyNEO

Building Links

Contacting Sites with (Non-Paid) Direct Link Requests

- keep it focused in your industry or location for meaningful results

- Examples: guest blogging, linking on sites of professional organizations, sponsorships

Building Links

Identity CorrectionNot many talk about this, but fixing all those

bad links and other information already out there

Building Links

Site Optimization

Site Optimization

Simple code elements to improve SEO

<title>Title of my page</title><meta name=”keywords” content=”” /><H1>Header Tags</H1> (H1, H2, H3, H4...)<b>Bold tags</b><img alt=”Text if image not here” /><a title=”Title of page”>My Link text</a>

Site Optimization

Other Site Optimization Techniques

• Response Codes (301 Redirects)• Site Maps (Site & XML Submitted)• Domain & URLs• Unique Content• Content Density

Pay-Per-Click

PPC (Pay-Per-Click)

Pay-Per-Click

Pay-Per-Click

Major pay-per-click advertising programs

PPC Benefits

PPC Benefits

PPC Benefits: Instant Results

Bid what you are willing to pay for placement.

PPC Benefits: Highly Targeted

• Target by Key Phrase• Target Geographically• Target on Search or Sites• Target at specific times• Facebook target by

hobbies, job title, etc.

PPC Benefits: Budget Limited

Choose your daily budget for each campaign.

PPC Benefits: Measurable

Combine Google Analytics or other statistics packagesto see results.

Pay-Per-Click

PPC Basics

CampaignGroupAds

How/why to optimize PPC campaigns

Landing Pages

Landing Pages

Continue The Message

• Track your campaign• Shorten the conversion process• Make it easy on the audience – don't send them to a

generic page where they get lost

www.insivia.comCall Andy at 216-373-1080

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