How To Drive More Traffic To Your Website
Download as PPTX, PDF0 likes1,037 views
The document discusses digital marketing techniques for lead generation and ecommerce. It covers search engine optimization (SEO), paid search (AdWords), social media marketing, mobile marketing, and conversion rate optimization. The key points are that online shoppers now prefer shopping on mobile devices, content quality is important for SEO after Google's Panda update, and an integrated approach using multiple channels like SEO, paid search, social media, and mobile marketing is recommended. Data from paid search can help identify the best keywords to target for SEO.
How To Drive More Traffic To Your Website
- 1. @annstanley An Integrated Approach to Driving More Traffic to Your Website by Ann Stanley April 2012
- 2. @annstanley Contents • Digital landscape – lead generation vs. ecommerce • Search engine optimisation (SEO) • Recent features in AdWords (PPC) • Integrating PPC and SEO • Social marketing • Mobile and the effect of different devices • Conversion rate optimisation
- 3. @annstanley Digital marketing techniques for lead generation and ecommerce? Lead generation Ecommerce SEO (on-page and off-page) Social marketing Paid search - AdWords Paid display - Banner ads and other ad serving Paid social – Facebook ads Email marketing Affiliate marketing Promotional marketing e.g. Groupon, vouchers Conversion optimisation
- 4. @annstanley Ecommerce marketing techniques On-site Sales On-site sales Sales from Search from other sources marketing (email, affiliates, display ads, social, (PPC, SEO, mobile, shopping comparison, Merchant Centre) voucher sites) Conversion optimisation Shopping platforms Other & market places off-site sales (Amazon, eBay, Play, Tesco MarketPlace, (Social, Mobile, drop shipping, Not On The High Street) daily deals sites) Off-site Sales
- 5. @annstanley Change in online sales
- 6. @annstanley What’s different in 2012? • Users now prefer to shop online • Further fragmentation of online channels • Panda update in Google – Effect on your site’s SEO – Poorer performance of affiliates • Innovations and developments – Paid search http://go.channeladvisor.com/ – Remarketing and display UK-Website-2011-Consumer- Survey.html?ls=Website – SoMoLo – Social, Mobile, Local • More emphasis on conversion optimisation, measurement and testing
- 7. @annstanley Search engine results Display options Organic or natural results Universal results – news, shopping etc Ads - paid
- 8. @annstanley How Search Engines Work A search engine is made of three basic components: A Spider or Robot A Storage System A Matching Process or An automated browser, it or Database Relevancy Algorithm searches the web for new A record of all the pages The rules that tell the search web pages, and changes viewed by the Spider engine how to determine to web pages, then views what would be relevant to the web pages and strips your search out the text content
- 9. @annstanley Check that your site is indexed? Do you have keyphrases in your url, title and description?
- 11. @annstanley Off-page factors - Linking
- 14. @annstanley Google’s “Search, Plus Your World”
- 17. @annstanley Google Panda update and need for ‘good quality content’ • In 2011, Google implemented a rolling algorithm update known as ‘Panda’, which ‘penalises’ sites that host poor quality content and/or provide a poor user experience • The effect of the Panda update was widespread and, with every update, Google becomes more sophisticated at judging the quality of content on a site
- 18. @annstanley Optimise for the user – not search engines • Making sure a site is optimised to provide a rich, relevant and rewarding experience for visitors is the best way to avoid Panda penalties, which means: – No duplicate content – All pages to have unique, relevant and useful content (even the 1000s of product pages on ecommerce sites!) – Good levels of interaction on site (low bounce rates, inbound links to ‘deep’ pages, social mentions etc…)
- 19. @annstanley Ecommerce optimisation – unique content on category pages
- 20. @annstanley Ongoing ‘Fresh’ content (blogging with social plug-ins)
- 21. @annstanley Video integrated with product pages
- 22. @annstanley Use of Schema.org and rich snippets
- 23. @annstanley Integration with Google Merchant Centre New Product Listing ads AdWords product extensions Shopping results from Merchant Centre
- 24. @annstanley Ad Extensions, Local Listings (map) and new Product Listing ads
- 25. @annstanley Summary of different shopping results in Google Keywords = Samsonite luggage Organic shopping results AdWords Products Map Product Listing ads ad extension and Places listings (Merchant Centre)
- 26. @annstanley Product Listing ads in Auto targets tab
- 27. @annstanley Remarketing results Client 1 Client 2 Client 4 (from Aug 2011) (from Jan 2011) Client 3(from July 2011) (from Jan 2011) View- Conv. View- Conv. Conv. View- Conv. View- Conv. Conv. (1- through rate (1- Conv. (1- through rate (1- (1-per- through rate (1- Conv. (1- through rate (1- Campaign per-click) Conv. per-click) per-click) Conv. per-click) click) Conv. per-click) per-click) Conv. per-click) TOTAL 445 84 1.7% 2833 220 2.57% 559 118 2.44% 862 1716 1.06% Brand 39 0 6.7% 413 0 8.99% 433 0 5.13% - - - Remarketing 9 84 2.3%* 54 215 3.11%* 15 118 1.34% 179 1716 3.06%* Competitors - - - 216 0 2.01% - - - 184 0 1.88% Vouchers 29 0 15.26% Product 1 133 0 2.3% 1 0 50.00% 109 0 0.96% 2 0 1.57% Product 2 12 0 1.9% 1 0 14.29% 17 0 1.48% Product 3 156 0 1.7% 6 0 11.76% 85 0 1.29% Product 4 30 0 0.8% 1 0 11.11% 13 0 1.18% Product 5 5 0 0.7% 1 0 11.11% 25 0 1.05% Product 6 2 0 0.5% 3 0 8.33% 155 0 1.03% Product 7 93 0 7.98% 2 0 0.62% Product 8 16 0 6.35% 22 0 0.61% Product 9 3 0 5.88% 31 0 0.59% Product 10 1 0 5.56% 31 0 0.58%
- 28. @annstanley Video campaigns in AdWords interface
- 29. @annstanley Analytics Conversion Attribution – top paths which include paid search
- 30. @annstanley Why use PPC data to determine the most effective keyphrases for SEO? • It can take 6 -12 months to see the result of your SEO activities • But you may have wasted your efforts on optimising for keyphrases with high volumes of searches but no conversions • We recommend you use PPC data as part of your SEO strategy – Narrow down your list to the keyphrases that convert – Use as many months data as possible and use “See Search Terms” to see the actual converting phrases – If you are not currently using PPC then you may want to run a PPC campaign before starting your SEO, in order to understand your keyphrase profile
- 31. Selecting keyphrases for SEO @annstanley using PPC conversion data Competition PPC data See search (Allintitle: Conv. (1-per- terms Total Keyword Searches (phrase match) "keyphrase") Ratio click) conversions conversions 1 2900 14,200 0.20 307 307 2 27100 2,050,000 0.01 196 196 3 14800 598,000 0.02 185 185 4 2400 3,540 0.68 86 86 5 73 551 0.13 42 18 60 6 1600 472,000 0.01 29 29 58 7 590 82,400 0.01 49 49 8 58 168 0.35 48 48 9 4400 582,000 0.01 47 47 10 260 8,060 0.03 45 45 11 3600 516,000 0.01 44 44 12 880 210 4.19 43 43 13 16 366 0.04 25 11 36 14 260 28 9.29 16 18 34 15 140 10,500 0.01 29 29 16 210 8,270 0.03 16 12 28 17 3600 51,300 0.07 24 24 18 58 6 9.67 24 24 19 73 30 2.43 23 23 20 1600 205,000 0.01 22 22
- 32. @annstanley Increase in organic traffic and sales Jan 2011 – Dec 2012 – visits from organic (dark blue line) vs revenue (light blue line) Visits from organic 2011 (dark blue line) vs 2010 (orange line) SEO project started July 2011
- 33. @annstanley Importance of social • Direct sales e.g. Facebook commerce • Direct traffic e.g. Brand pages (Facebook, Google Plus, Twitter) • Community, loyalty and word of mouth (Facebook Likes, Twitter, Reddit, Digg, Delicious) and social shopping sites e.g. Kaboodle • Referrals, links and SEO benefit (Google Plus, Facebook Shares, social bookmarking)
- 35. @annstanley Activities differ by device (Data from AdMob ) Report can be found at http://googlemobileads.blogspot.com/
- 36. @annstanley Device responsive design • Same url for all devices rather than a separate mobile site or sub-domain • User detection agent (distinguishes device) • Liquid or responsive design suitable for each size device/operating system/browser • Mobile design often has a single column with most important content/features moved to the top and in some cases some content hidden
- 37. @annstanley Example of a low PPC conversion rate – using Funnels to solve a site-wide issue • Is the conversion rate the same for all traffic sources? • If yes, review in “funnel visualisation” and determine at what step there is a problem • Review site to fix problem on the first page of the shopping cart
- 38. @annstanley Example: Britain’s Best Breaks – effect of design on web results
- 40. @annstanley Summary • The online marketing landscape is more complex and fragmented • Panda has changed the way websites need to be optimised – content is more important than ever! • Paid search continues to offer new ad formats e.g. integration with Merchant Centre for use with ecommerce sites • Use data from PPC to identify converting keyphrases and use these for SEO • Social is important to generate direct traffic and sales; but also indirectly due to the importance of social indicators in SEO • You need to understand how mobile is used by shoppers, and check whether your website is compatible for use with mobile, tablets and other devices • Conversion optimisation and measurement is key to maximise the ROI from different channels
- 41. @annstanley Thank You See us on stand E60 Ann Stanley @annstanley ann@anicca-solutions.com www.anicca-solutions.com