Post on 19-Oct-2014
description
Increasing Website Traffic
BNSW – Exeter
By Chris Wood
• Digital Marketing &
Social Media Specialist
• Provides training to businesses on how to use social media & other digital marketing activities
• Showing how to engage & promote online to customer base
Intro to Chris Wood
@qChrisWood
Intro – Seminar Goals
To show how to Increase Website traffic to Raise Online Presence & Increase
Internet Leads for your business
To Answer Your Queries
Who’s already working on increasing traffic? How? / Thinking about it?
Intro – 8 key areas
Strategy SEO
Increases chances of success Not guaranteed
Provides Purpose & Direction
Brainstorm, Document & Share with those
involved
Produce Implementation Plan – build up over time – mid-long term game!
Strategy
1. Know your Keywords
– Google Keyword Planner helps
2. Apply Inbound Marketing Techniques
– Draw people into your business
– People tend to research first – so you need to be part of this process
3. Identify how going to drive traffic to your site
3 Key Considerations
Plus Know How Google Works
Focuses on
Quality of
Content & Links
Content Focused
Links Focused
Focused on understanding the meaning behind the search term - what, why, when, how, where
Track Your Website Traffic
Tracks Website Visitor Traffic
Gain Competitive Edge Econsultancy reported
only 20% of ecommerce business using it properly!!
Enhances Google Presence
Tracks presence within Google
Syncs with Analytics – many businesses haven’t configured this – missing vital info!
Google Analytics
• Direct & Indirect Impact of Social Media
• Social Referral visits often correlate to Overall Visits – trigger impact on Google & Direct visits
Social Media Impact
Google Webmaster
Pay Per Click Advertising for Page One Presence
Check for key search terms as to whether page one
Identify where not page one and run Google Ad campaigns (may choose to anyway even when pg 1)
Optimised campaigns can save over 50% in Ad spend!
Google Adwords
Don’t just go with defaults – customise • Location • Networks – Search Only • Devices – Computers / Mobiles / Tablets • Manual Bidding – set per click budget and daily
budget
• Scheduling – maximise when showing ads to when your customer base is most likely looking for your venue/service/products
• Phrase and or Exact Matching – not broad • Add Negative Keywords
Advertising Settings
Finding Keywords & Negative Keywords
• In this example shows 800 variations
• Several keywords wouldn’t want the Ad showing e.g. “diploma in digital marketing”
Use Google Keyword Planner
Ideal for venues or service location based businesses
Free Listing on Google Maps
Page One Presence (potentially)
Google often prioritises location based searches over all other results
Including over advertising
Example of Location Listing
1. Business Contact Details & Website
2. Business Description – Mention Keywords
3. List in up to 5 categories
4. Photos
Customise Listing
Making your website more visible in the eyes of Google
1. Content is King – website + blogs
2. Keywords – Title, Page Title, Headings, Content
3. Meta Data – Title, Keywords & Description • Often accessible in Content Management Systems
4. Pictures – add to properties description of photo • Google can’t always see pics, can read photo descriptions (use keywords)
5. Video Content – Google owns YouTube • 2nd largest search engine
6. Build Links – links from other sites
7. Submit site to Google Webmaster
SEO – Search Engine Optimisation
Social Media
- Social Signals - Highly values hits from social media
- Business 2 Consumer use Facebook and or Twitter - Business 2 Business use LinkedIn and or Twitter
• Over half population using social media
• Primarily - 34m
• Twitter /LinkedIn – 10m
• 91% of 16-24 age group are active users of social media, with 18% of over-65s socialising online
• For 16-24 age group - as they go in to the workplace the use of social media will only increase
UK Stats
Owned by
3rd Most Popular Website
2nd largest search engine – even though just videos only
YouTube accounts for 70% of all visits to online video sites UK users spend 240 million hrs every month
watching video across all online video sites – next are BBC, ITV etc
Key SEO Technique – embed YouTube videos on website
YouTube
How To Use Social Media
• Keep in touch with customers & prospects
• Drive hits to website, blogs, articles etc
• Sync with social media – share online
• + gain new followers
E-Mail Marketing – Monthly Newsletter
Recommendations
1. Strategy & Implementation Plan
2. Track Website Visitor Traffic – Google Analytics & Webmaster
3. Paid For Page One Presence – Google Adwords
4. Location Listings On Google Maps via Google Places
5. Optimise Website In Eyes of Google - SEO
6. Pro-actively Use Social Media
7. Blog – promote yourself as industry expert – draw people in
8. Run regular e-newsletter – complement it with social media
ROI
• New Opportunities • Opens Doors • Collaborations
• Research / Keeping Up To
Date
• Building Brand Promote As Expert –
Builds Trust
• Cost Savings Recruitment Traditional
Marketing reduction spend
• New Leads / Sales
• Upsell / Cross Sell
Time & Effort – at least 1 to 2hrs a week
Not likely to be a quick win – need to go for mid-long term benefit Requires perserverance / Several marketing
channels
Lack of how to knowledge Takes time to learn
All Sounds Great – What Are the Drawbacks?
Onsite Training & Implementation Plus Strategy / Audit options
Training Courses
Outsource – Have It Managed
Contact Details: • Chris@qsocialmedia.co.uk
• @qchriswood
• www.linkedin/in/qchriswood
Here’s Where We Come In
Q&A
Q&A
Follow Us On:
@qChrisWood
@qSocialMedia
www.facebook.com/qsocialmedia
www.linkedin.com/company/q-social-media
www.youtube.com/user/qsocialmedia