Driving Traffic

48
Driving Traffic to Your Website For State Level Tax and Budget Organizations
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    19-Oct-2014
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Tips include SEO, social media, email marketing and blog outreach.

Transcript of Driving Traffic

Page 1: Driving Traffic

Driving Traffic to Your Website

For State Level Tax and Budget Organizations

Page 2: Driving Traffic

Ways to Drive Traffic

Search Engines Social Media Blogs Email Lists

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Search Engines: Some Perspective

The Big Three - 90%

The Big One – 60%

Roughly 10B

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Search Engines: How do they Work? Index

Spiders

Page RankCheck your pagerank:http://pr.blogflux.com/

Learn more about pagerank: http://en.wikipedia.org/wiki/PageRank

SERPs

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Traffic from Search: Spotlight on Poverty

1st quarter 2008: 32 visitors from search engines per day

2nd quarter 2008 (through May): 55 visitors from search per day

Sky is the limit 6,000/day From 0-1,200/day in 9 months

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Three Strategies

For Driving Traffic from Search Engines

Content

Technical Setup

Outreach

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Content should be…

Timely

Updated Regularly - Spiders

High Quality – For Humans

Linkbait is Good - Lists, Statistics, Humor 36 Million Americans are Living in Poverty

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Content should also…

Include appropriate keywords

Keyword Analyzerhttps://adwords.google.com/select/KeywordToolExternal

Poverty vs. Low Income?

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Why Analyze Keywords?

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Technical

Make sure you don’t have any broken linkshttp://validator.w3.org/checklink

Name pages and images correctly Name internal links appropriately Have as many internal links as possible These are just basics, learn more:

http://www.wordsinarow.com/seo-technical-points.html

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Outreach

Generating high-quality incoming links Similar Sites with High Pagerank Web directories Press release syndication services

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High Quality Incoming Links

Sites that rank well for your keywords Wikipedia Poverty.com Census Similar Organizations Other High Traffic Sites

Especially when you choose the hypertext

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Web Directories

Like the phone book, but there are hundreds of them…

Google Yahoo MSN/Live The Open Directory Project Alexa NetInsert Do an Addurl search on Google

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Add Your URL to Google

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Press Release Syndication

Variety

Purpose

Make sure you always include a link back to your website, preferably to a specific page that is relevant to the release

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Free Press Release Distribution

PR Web I NewsWire PR Log FPR 1888 Here are some other great services:

http://mashable.com/2007/10/20/press-releases/

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I Newswire Press Release Submission

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In Review

The most important thing to search engines is the number and quality of incoming links to your site. Three sources for these are similar websites, link directories and press release syndication services.

People will find your website on search engines by searching for specific keywords and search phrases. Once you have determined which keywords you want to focus on you can optimize specifically for those words both by modifying your content and by making technical changes to your website.

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Social Media Social media describes the online technologies and practices that people use to

share opinions, insights, experiences, and perspectives with each other.

User Generated Content – Little or no editorial control

People no longer rely exclusively on traditional media for their news and information Approaching 50%

Find your audience where they already are, go where they go

Comparison with NYT and WaPo

Even the NY Times is participating Blogrunner 50 Blogs

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Blogrunner

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Reach of Social Media

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Types of Social Media

Social NewsDigg, Reddit, Stumbleupon, Mixx, Propeller

Social NetworkingFacebook, Myspace, Change, Twitter

Social BookmarkingDelicious, Furl, Simpy, Google Bookmarker

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Social News What are Social News sites?

How do they work?

The three best general interest social news sites are Reddit, Digg, and Stumbleupon

For a list of other social news sites that can be of use to nonprofits and foundations, please visit http://thehatchergroup.wordpress.com/2008/05/12/social-media-sites-of-value-to-nonprofits-and-foundations/

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Digg.com

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Driving Traffic with Social Media

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Sources of Traffic – 2 Months

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Social Networking

Social Networking refers towebsites where individuals or organizations create aprofile in order to makeconnections, share linksand communicate

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Social Networks

Change.org

Myspace.com

Facebook.com

Twitter.com

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NonProfit Pages Message “Fans” Fans can “Share” the page Branding Links, Videos, Photos Legitimacy Friends can’t directly invite

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The One Campaign’s Facebook Group – 30,000 Members and Growing

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Social Bookmarking Tagging

Searching

It is worthwhile to tag your best content on a variety of social bookmarking sites

Resources, lists, documents, etc.

Large spike in traffic is possible, but unlikely

Mostly useful for attracting people who are very interested and for generating links with keywords of your choice

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Social Bookmarking Sites

Tons of them

Onlywire… the only social bookmarking siteyou need

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Social Media in Review Social News - Social news refers to websites where users are

able to vote individual content submissions up or down. Anyone can submit content, and anyone can vote.

Social Networking - Social Networking refers to websites where individuals or organizations create a profile in order to make connections, share links and communicate.

Social Bookmarking – Sites where users can bookmark websites, tag them with keywords and search for other sites by keywords. Creates a “folksonomy” in which people, rather than editors, are choosing how content is labeled and discovered.

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Blog Outreach Traffic

Survey

90% are voters, 81% have written an elected official and 78% have donated to a campaign or cause online in the last 6 months

More direct connection to readers. Unlike a faceless newspaper columnist, people feel a direct connection to bloggers they read.

For our purposes today, we’ll be talking about things you can do to get bloggers to link to your website and write about your issues.

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Successful Blog Outreach

A few hours of personal emails to bloggers generated dozens of links to a No Child Left Inside Coalition video.

http://www.treehuggingfamily.com/no-child-left-inside/ http://blogs.tnr.com/tnr/blogs/environmentandenergy/archive/2008/04/15/best-hill-environmental-rally-ever.aspx http://blogs.orlandosentinel.com/sports_outdoors/2008/04/kids-go-outside.html http://www.politickermd.com/editormd/1806/photos-sarbanes-takes-nature-bill-hill http://www.openleft.com/showDiary.do?diaryId=5157 http://eco-chick.com/2008/04/15/no-child-left-inside/ http://www.eenrblog.com/showDiary.do?diaryId=932 http://northtexaskids.blogspot.com/2008/04/no-child-left-inside-get-em-outside.html http://www.thelohasian.com/2008/04/no-child-left-inside-initiative.html http://www.theseminal.com/2008/04/14/the-need-for-environmental-education/ http://www.dailykos.com/story/2008/4/14/11929/1778/928/495362 http://www.rifuture.org/showDiary.do?diaryId=2377 http://greenerloudoun.wordpress.com/2008/04/16/kids-can-id-corporate-logos-but-not-nature/ http://green4u.wordpress.com/2008/04/17/commentary-environmental-education/ http://www.diversitytv.net/2008/get-em-outside/ http://randomvid.blogsome.com/ http://ummyeah.com/page/Get_em_Outside http://androidsinlove.com/site/?p=912 http://www.cherryflava.com/cherryflava/2008/04/who-knew---kids.html http://wolfman-k.com/post/31775593 http://justinclupper.blogspot.com/2008/04/should-brand-managers-be-so-proud.html http://ideonexus.com/2008/04/15/science-etcetera-marsday-20080415/ http://www.greenrightnow.com/2008/04/16/no-child-left-inside-act-gaining-momentum/

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Finding Bloggers in your Subject Area

Technorati.comTracks over 100 million blogs

Authority

1 incoming link = 1 authority point

Any site with authority under 50 or so is not worth reaching out to, unless it is a very specific topic

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Technorati

Go to http://technorati.com Search for a keyword related to your issue

(e.g. poverty), then click to “blogs” tab Your results page will show: 345 blogs about

poverty These are all bloggers who have self-

identified their site as an poverty blog Be Selective http://blogsearch.google.com is useful as well

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Technorati Screenshot

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Do these things…

Provide everything they’ll need to blog about your issue.

Two way street

Timely, relevant and interesting

Join the dialogue

Treat them as individuals.

Link to them, especially when they link to you

Learn more: http://thehatchergroup.wordpress.com/2008/05/01/nine-tips-for-reaching-out-to-bloggers/

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Blog Outreach in Review

Unique and Growing Audience

Great for Search Engines

Use Technorati and Google Blogsearch to Find Appropriate Bloggers

Focus on the Relationship, Not the Link

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Email Lists Driving Traffic to your Most Important Content

Timing

Subject Line

Above the Fold

Short

Teaser and Link

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Example Email

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Growing Your List

Beyond the Scope of this Presentation

Design

Viral Campaigns

List Rentals/Purchases

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Related Blogs http://defeatpoverty.com/ http://millionsofmouths.com/blog/nfblog/ http://lawprofessors.typepad.com/poverty/ http://psdblog.worldbank.org/ http://edpro-weblog.net/news http://makewealthhistory.org/ http://endpovertyblog.org/ http://grameenfoundation.wordpress.com/ http://www.one.org/blog/ http://thefaceofhunger.stophungernow.org/ http://larryjamesurbandaily.blogspot.com/ http://www.oneweekjob.com/

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Related Websites http://spotlightonpovery.org http://www.aarp.org/money/lowincomehelp/ http://www.pubpol.duke.edu/centers/child/ http://www.cbpp.org/ http://www.clasp.org/ http://www.ctrforpovertysolutions.org/ http://www.centeronhunger.org/ http://www.povertyinamerica.psu.edu/ http://povertycenter.cwru.edu/ http://www.epinet.org/

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Short Term Things to Do

Exchange links with similar websites Analyze your site for keywords Submit your site to search engines and web

directories, using your keywords Start submitting content to social news

websites Start a group or page on Facebook Research relevant bloggers and start

reaching out to them

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Longer Term Things to Do

Put together an email outreach strategy Develop lasting relationships with bloggers Develop a powerful profile on social news

sites Submit press releases to syndication services Keep generating those high-quality incoming

links

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Learn More:

http://thehatchergroup.wordpress.com

Questions?

Contact Josh Nelson at The Hatcher Group

Phone: 301-656-0644Web: http://thehatchergroup.com

Email: [email protected]