Driving and maintaining

traffic to your websiteMary Mzumara

When it comes to driving traffic, it all begins

with search

To get out of a tight fix!

To find the way

To plan an escape

It’s the start of

any journey

Let’s look at some

simple search

SABC

Anyone know what their most popular show is?

Take a guess?

Google has a long memory

Unclear what SABC’s most popular show is

Let’s look at radio

Search for

‘5FM’s DJs’

Getting it right

There are lots of missed opportunities!

Think about all the assets you have at your disposal

First, the basics, get your house in order

3 key things that

influence search

1. On site factors

• Meta tags

• Title tags

• Alt tags

• Keyword optimised copy

• HTML validation

• Site Structure

• Domain age

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

Let’s look at Quirk

Vs

Top Billing

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.

Search Engine Optimisation (organic search)

+Pay Per Click (paid search)

Search engine marketing

The BIG traffic comes from organic rankings

The Search Cycle asks:

Why are they searching for what they are searching for when they search for it?

We need to choose the phrases which make the most money & drive constant traffic

Once you understand the search cycle, you need to select keywords based on four criteria

1. Search Volume

2. Competition for the phrase

3. Propensity to convert

4. Value of the potential conversion

A few keyword selection tools:

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

Always remember that search is localised

But nothing beats experience and testing

Once you understand your keywords, then decide where you want to use them…

Search Engine Optimisation (organic search)

+Pay Per Click (paid search)

Search engine marketing

Paid ads on search engines

Paid ads on content sites

HIGHLY targeted adverts

And you only pay when the user clicks!

So if you run your campaign properly, you can’t lose money!

Selection of keywords is less important in PPC because you can test their effectiveness immediately

Anatomy of a PPC ad:

Title: 25 characters

Body: 35 chars/line

Display URL

Track your keyword conversions and bid accordingly

Cost Per Click can be misleading

Provide a destination for your advertising

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)

Think about this carefully when building your landing pages

Make sure you have a clear offer

Even better…

Have a Call to Action!

Put together a plan, test, learn, optimise

The goal is to get more ‘free’ traffic

As digital broadcasters, you

have no excuse

Build a relationship that extends beyond your

traditional channel

Driving & keeping traffic

is about relevance and engagement

Extend beyond your website to

relevant spaces

What you can achieve

Content SharingPrinciple: Some sites just have a

bigger reach

Your site’s traffic

YouTube

Second largest search engine!

60% market share

70 million viewers a night

‘The overnight success’ thing

• 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

For the DJ’s share…

• 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

Anyone

can have

this spot

And the winner is…

Anyone

can have

this spot

• Make sure you socially share your content

• Develop content that is worth linking to

– It must be sticky

– It has to be unique

– It has to be well presented

Clean up your Google CV

Shameless plug :)

Use every opportunity to own more of your search

engine results page

The landscapes changed – everybody has a voice

and can contribute