Increasing your Web Traffic

Seamus Morley

Web: www.find50-marketing.co.uk Twitter: @find50

Measure what matters

• What gets attention ?

• What matters to senior management ?

• Identify & work first with those who `get it`

• Needs to be `closed loop`

• ie `cause and effect`• Look for quick wins• Simple data easy to

understand.

Closed loop – monitor/ modify

• Web Site sections: Goals/KPI`s > Cause Related > Engagement > Services > Sign Up/Register > Fundraising > Sign Up/Donate

What to measure ?

• Social Media: > Influence > Post Rank/Twitalizer

> Web Site Visits > Number/Duration...

...details at: www.find50-marketing.co.uk

• Organic• PPC• Email• Social Media• Referral• Content Ads

• 80%• 10%• 2%• 1% • 5%• 2%

• More SEO• Long Tail focus

• Push Content• Anchor Text ?

Typical UK Charity Site Visitor Sources:

Source % Total Visits Action

• Content > Measuring– By Site Section/Page -Time on Site– Relevant/Useful - Bounce Rate– Use GA Profiles - Depth of Visit

• What is (not)popular ? > Look in GA -Intelligence/SiteSearch

-Keywords -Forum

Step 1: Keep existing Visitors

a positive web experience helps donations

2B. High Bounce Rate

2A. High Number Pages of Views

1. Weighted Sort

Note `Avg Time on Page`

Identifying poor performing Pages

Google Keyword Tool

Insight & Trends

PPC

Webmaster Tools

Twitter Search

Top Info Source

`the big picture`

•20k Visits p.mth FREE !

•Test for new audiences

Google Grant:

Register NOW

Topsy/Twitter

Step 2: Find New Visitors

What is your `market` share ?

Keyword Tool

2. OR enter web page URL1. Enter keyword

3. Local Search

Webmaster Tools

1. Data by country

You MUST register your site(s)

2. CTR - by Query

3. Impressions data – by Query

How Google sees your site on the web

• Text/Image/Video Ads:– Facebook– Google Content

Network– YouTube

• By demographics• By Site• Keyword

• CPC comparable to AdWords cpc.

• Low CTR/High Impressions

Step 3: Spread your net

Push/Interrupt Marketing

SummaryMeasure what

matters - segment

Decide on KPI`s

Identify visitor sources

Keep existing visitors happy

Find new relevant

audience(s)

www.find50-marketing.co.uk / seamus(at)find50-marketing.co.uk