2.2 Mary Mzumara
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Driving and maintaining
traffic to your websiteMary Mzumara
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When it comes to driving traffic, it all begins
with search
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To get out of a tight fix!
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To find the way
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To plan an escape
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It’s the start of
any journey
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Let’s look at some
simple search
SABC
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Anyone know what their most popular show is?
Take a guess?
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Google has a long memory
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Unclear what SABC’s most popular show is
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Let’s look at radio
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Search for
‘5FM’s DJs’
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Getting it right
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There are lots of missed opportunities!
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Think about all the assets you have at your disposal
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First, the basics, get your house in order
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3 key things that
influence search
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1. On site factors
• Meta tags
• Title tags
• Alt tags
• Keyword optimised copy
• HTML validation
• Site Structure
• Domain age
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2. Inbound Links
• “Invented” by Google – now the standard
• Volume of links is important
• Quality, authority and link strength of the site
linking to you is even more important
• Context and keyword relevancy of the link are the
most important
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Let’s look at Quirk
Vs
Top Billing
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3. Usage Data
• Usage data is the most effective way of judging the REAL relevancy and value of a website
• Example: If users arrive on a site and leave immediately, chances are it wasn’t relevant to their query in the first place
• Or: if a user repeatedly visits a website and spends a long time on the site, chances are it is extremely relevant
• Relevant valuable sites get promoted, irrelevant sites get demoted.
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Search Engine Optimisation (organic search)
+Pay Per Click (paid search)
Search engine marketing
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The BIG traffic comes from organic rankings
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The Search Cycle asks:
Why are they searching for what they are searching for when they search for it?
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We need to choose the phrases which make the most money & drive constant traffic
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Once you understand the search cycle, you need to select keywords based on four criteria
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1. Search Volume
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2. Competition for the phrase
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3. Propensity to convert
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4. Value of the potential conversion
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A few keyword selection tools:
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SEO Bookhttp://tools.seobook.com/general/keyword/
KW Discoveryhttp://www.keyworddiscovery.com
Digital Pointhttp://www.digitalpoint.com/tools/suggestion
Word Trackerhttp://www.wordtracker.com/
Overturehttp://inventory.overture.com/d/searchinventory/suggestion
Adwordshttps://adwords.google.com/select/KeywordToolExternal
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Always remember that search is localised
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But nothing beats experience and testing
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Once you understand your keywords, then decide where you want to use them…
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Search Engine Optimisation (organic search)
+Pay Per Click (paid search)
Search engine marketing
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Paid ads on search engines
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Paid ads on content sites
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HIGHLY targeted adverts
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And you only pay when the user clicks!
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So if you run your campaign properly, you can’t lose money!
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Selection of keywords is less important in PPC because you can test their effectiveness immediately
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Anatomy of a PPC ad:
Title: 25 characters
Body: 35 chars/line
Display URL
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Track your keyword conversions and bid accordingly
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Cost Per Click can be misleading
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Provide a destination for your advertising
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Don’t forget your Quality Score:
•Click through rates
•Relevance of keywords to ads and search query
•Geographical performance of the account
•Landing page relevancy
•Landing page loading time
•“Other relevance factors” (aka the secret sauce)
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Think about this carefully when building your landing pages
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Make sure you have a clear offer
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Even better…
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Have a Call to Action!
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Put together a plan, test, learn, optimise
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The goal is to get more ‘free’ traffic
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As digital broadcasters, you
have no excuse
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Build a relationship that extends beyond your
traditional channel
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Driving & keeping traffic
is about relevance and engagement
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Extend beyond your website to
relevant spaces
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What you can achieve
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Content SharingPrinciple: Some sites just have a
bigger reach
Your site’s traffic
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YouTube
Second largest search engine!
60% market share
70 million viewers a night
‘The overnight success’ thing
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• Every presenter should blog
• Take a photo of everyone you interview, upload
it to a photo sharing space and link back to your
website
• Create a facebook fan page and extend your
Twitter content
• Use Twitter and Facebook as destinations for
competition fulfillment
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For the DJ’s share…
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• Use paid search tactically
– Target ads about presenters
– Ads about future shows
– Ads about what’s currently in the news if it’s a
topic you’re addressing
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Anyone
can have
this spot
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And the winner is…
Anyone
can have
this spot
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• Make sure you socially share your content
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• Develop content that is worth linking to
– It must be sticky
– It has to be unique
– It has to be well presented
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Clean up your Google CV
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Shameless plug :)
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Use every opportunity to own more of your search
engine results page
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The landscapes changed – everybody has a voice
and can contribute
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