Increasing Web traffic through Search Engine Marketing
0 likes1,455 views
This document discusses search engine marketing (SEM) and strategies for building web traffic. It begins by explaining what SEM is and some key terms. It then discusses the challenges of gaining web traffic and different sources of traffic like branding, affiliate programs, online promotions, and search engines. Next, it covers analyzing traffic patterns, volume, and costs. The document concludes by providing goals for traffic building and strategies like search engine optimization, online promotions, and evaluating keyword advertising.
Increasing Web traffic through Search Engine Marketing
- 2. Why Search Engine Marketing (SEM)? As a way for traffic building to company’s webpage. Building awareness Optimizing online promotions Is it same as online promotion activities? Some terms Cost per thousand impression (CPM) Click through rate (CTR) Conversion rate (CR) Click stream (CS) Useful Link: www.hbsp.harvard.edu/multime dia/flashtools/webmetrics/index.
- 3. The Difficult Battle for Web Traffic Value and Scarcity Online content, attention, and the Diamond-Water paradox Novelty no longer generate traffic Spending on traffic building
- 5. Sources of Web Traffic Branding Choices Affiliate Program Online Promotion Banner Advertising Mass Media Advertising WOM Publicity Search Engine
- 6. Traffic Volume and Pattern Typical Visit Pattern Wine glass plot tool Star-field tool
- 11. Star-field tool
- 12. Star-field tool
- 13. Traffic Volume and Pattern Typical Visit Pattern Wine glass plot tool Star-field tool Cost per action
- 14. Cost-per Action
- 15. Traffic Volume and Pattern Typical Visit Pattern Wine glass plot tool Star-field tool Cost-per Action Web Visibility and Competitive Analysis
- 16. Web Visibility and Competitive Analysis
- 17. Traffic Building Goals Best traffic with least cost Maximize profit Short-term Long-term Minimize cost-per action Maximize actions
- 18. Maximize Profit Customer lifetime value vs. unified visit value Acquire traffic as long as cost per visit is less than unified visit value. Spent on traffic sources that maximize the difference between unified visit value and cost per visit.
- 19. Minimize Cost-per Action A certain no. of new visitors A certain no. of new registered users providing email address A certain no. of visitors enquiring about a product A certain no. of new customers A certain no. of returning customers
- 20. Maximize Actions Online promotional / engagement activities Online / social networks site polls / quizzes
- 21. Search Engine Marketing Site Optimization (Search Engine Optimization) The power of “Above the Fold” Search Engine Awareness Use Meta-Tags to Flag Important Concepts Structure website Content Keyword density Cultivate External Links Inline links
- 22. Keyword Advertising Evaluation Step 1: Identify possible keywords Review weblogs Keyword length (1/2/3/4 words) Step 2: Expand the list E.g. Google adwords keyword tool Step 3: Testing keywords Keywords and their corresponding CTRs and CRs Step 4: Bid, trim and track Bid-based listing CTR based listing