Drive Traffic to Your Website: Budget Friendly Tips, Tools and Techniques
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Transcript of Drive Traffic to Your Website: Budget Friendly Tips, Tools and Techniques
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DRIVE TRAFFIC TO YOUR WEBSITE...with a nod to Google’s Hummingbird update.
And a few pointers on how to get them to convert once they’re there.
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DEAR TECHNOPHOBES:I’VE GOT GOOD NEWS
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IT’S STILL BUSINESS AS USUAL
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YES, OFF-LINE WORKS TOOALL ROADS LEAD TO YOUR WEBSITE
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CONNECTING WITH HUMANS IS STILL THE PRIORITY
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EVEN GOOGLE IS WORKING HARD TO MAKE THAT A
REALITY
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KEYWORDS: DIGITAL DNA
Imagine what people use to search
Be specific; use 2-3 word phraseskeywords +
relevance +
location +
personalization +
inbound links
= Rank
200+ parameters
.org
Keyword Planner google.com/adwords
youtube.com/keyword_tool
.com
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HUMMINGBIRD
• Pages matching meaning do better than pages matching a few words.
• More about “answers” than “results” -- how, why, where, when in search phrases matter
• Search via mobile and voice is being taken into account.
• Google Analytics not showing keyword results anymore.
• Breadth of websites measured by number of pages receiving organic referrals.
• Niche websites should be able to gain a higher page ranking
Sources: The Telegraph, Search Engine Land
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KNOW YOUR AUDIENCEBe where your potential customers are
Say things they care about to attract & engage
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HELP SEARCH ENGINES FIND YOUR SITE
Visibility
SEO
SEM
On-site
Off-site
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Make it easier for people to find you when they search
Blockbeta Marketing
psychographics by zip code
X
SEARCH ENGINE OPTIMIZATION
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SEO: ON-SITE
Visible to Humans Visible to Search Engines
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VIEW “SOURCE”
Page Source
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ON-SITE: FRONT
Graphic Text
KeywordsSocial
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1. Clearly ID your USP and become an authority
2. Provide answers to questions people are really seeking through search; will reduce bounce rate
3. Create quality, engaging, shareable, linkable information on different entry pages
4. Content needs to be shared across social networks through influencers
5. Mobilize your site
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DESCRIPTION META TAG
No effect on the ranking of your site in search engines
It is displayed in SERP; more likely to be clicked
Do not spam full of keywords; will have a
negative effect
ON-SITE: BACK
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Where Frequency & Relevance
URLs
Meta title (each page)
Meta description (ea pg)
Page headers (H1, H2’s)
Intro paragraph
Image alt and title tags
Link text
Repeat keywords 2-3x’s, but don’t “stuff ”
Natural language
Text, not graphic
Different forms: ing, s, ed, etc.
Short, attractive: like newspaper headlines
Place forms, tables and java script near bottom
CHECKLIST
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ALT TAGS FOR IMAGES
<img src="building.gif" alt="Building on the water">
“Building on the water”
WHY?• Text-only browsers
• Accessible browsers
• Mobile browsers
• Search engine image search
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SEM: OFF-SITEregistration
advertising
link juice
social media
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SEM: STEP 1
Network Channel Media
Business cardsEmail signaturePrint materials
Etc.
REGISTRATION
Submit URL to search enginesCover 90% of searches
www.google.com/submityourcontent/website-owner/
www.bing.com/webmaster/SubmitSitePage.aspx/
search.yahoo.com/info/submit.html
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SEM: STEP 2Webmaster Tools
google.com/webmasters
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CREATE A SITEMAP
• Tells Google about pages on your site
• Sitemap protocol: same file can be submitted to other search engines
• Verify on Webmaster Tools
http://code.google.com/p/sitemap-generators/wiki/SitemapGenerators
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www.google.com/places/
aka Google+ Local
Hide your address if you don’t want to show your location
SEM: STEP 320% OF SEARCHES ON GOOGLE ARE
RELATED TO LOCATION
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SEARCH ADVERTISING: PPC
Paid search traffic results in higher conversion to ecommerce sites
It’s getting harder to rank organically
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• Ads placed based on keywords/content of a webpage or by channel
• Behavioral targeting: actions, visits, frequency determine ads to serve
• Buy search by ZIP code (Google)
CONTEXTUAL & BEHAVIORAL
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SEARCH ADVERTISING: COSTS
1
2
3
Set Your Limit:Daily MaxCPC
Get Estimated Keyword Costs
Pay for Results
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LANDING PAGES
Link from ads, SM, etc.
Connect keywords, ads,
landing page copy and your business
Build your own or use something like:
One Call to Action, Not Part of Main Navigation
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ANSWER QUESTIONS
• Follow Yahoo! Answers, LinkedIn Answers, Quora, etc. to figure out unanswered questions
• Create a page that answers that question
• Every time it comes up, send people to that page
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LINK JUICE (BACKLINKS)
YourWebsite
HGFE
DCBA
Get found from related sitesGet known in your industry: “halo effect”
Backlinks: a primary driver of rankingsSearch engines “informed” by social data
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LINKBAIT AKA CONTENT• Content on your website that other
websites want to link to...
• ...and people want to share
• Regularly publish fresh and interesting content; useful, interesting, opinionated...
• ...blog posts, articles, resource pages, tools, widgets, polls, surveys, contests, podcasts, white papers, eBooks, images, infographics, audio/video
• Make it easy to share with buttons and links
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DIRECTORIESGeneral: DMOZ.org
Specific: Pet directories
Source: www.wordsinarow.com/wheretogo.html
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Search Engines Find It (spiders and bots,
oh my)
THE SOCIAL CONNECTION
Choose the Right Places for Links
Attract, engage, share
• Listings from social connections are often given higher importance
• Specific to the person searching
• Google incorporates Google+ social data and user profiles in SERPs
• Requires individual to connect Google account to social account
Create Content by Being Social
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FIND LINK OPPORTUNITIES
Do a search using keywords
Link with “referrers” from
analyticsRelated Sites
Competitors’ sites, industry associations, neighborhood groups, directories, online publications, online groups (i.e., Google Groups,
vendor sites, social sites)
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Comment on a Blog
Press ReleaseQ&A Join GroupReview Add Event
SITE SWAG
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NOW THAT THEY’RE HERE,WHAT ARE YOU GOING TO
DO WITH THEM?
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GENERATE LEADS
Goal
(low-high involvement)
FB Like
Newsletter Signup
Email Contact
Bid Request
Call
Motivation
Discounts
Timely info: events, news
Specific questions
Want to keep up with you, engage
Compel
Set expectation
Communicate Benefits
Convince
Provide an incentive:
Downloads: apps, tips, papers
Free estimates
Access to...
Your time
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65
4
3
2
1
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WHY PEOPLE CONVERT• USP
• Differentiators: shop like your customer
• Merchandising
• Trust, clear returns policy, reassurance logos
• Likability
• Value adds: green
• Frictionless shopping experience
• They can buy the way they want to: view, select, quantity and pay
Average Conversion Rates
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IDENTIFY YOUR WEAKNESSES
Weak Links Investigative Tools
Qualified prospects?Homepage
Product pagesCheckout pages
“Order Confirmation” pagePhone/selling skills
etc.
Analytics and ecomm reporting
A/B testing
Live usability tests
Customer surveys
Live Chat (what non-buyers have to say)
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WEBSITE REC’S
1. Proper ecommerce software
2. Test products versions and packaging
3. Test payment options: one-month free trial, buy one/ get one free, installments, etc.
4. Include content that increases conversion; remove content that doesn’t
5. Test product images (what affects conversion): product being used -- even better, perceived role model; result of using product; happy customers holding product
6. Captions, call-outs, testimonials, zoom
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THANKS FOR YOUR TIME
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A Big Picture Approach to Small Business™
blockbeta.com
Like Us: facebook.com/blockbetaTweet me: @robbinblock
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