how to drive more traffic to your website

@annstanley

An Integrated Approach to Driving More Traffic to Your Website

byAnn StanleyApril 2012

@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

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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

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Ecommerce marketing techniques

Sales from

Search marketin

g(PPC, SEO, Merchant

Centre)

On-site sales from other sources

(email, affiliates, display ads, social, mobile, shopping comparison,

voucher sites)

Shopping platforms & market places

(Amazon, eBay, Play, Tesco MarketPlace,Not On The High Street)

Other off-site sales

(Social, Mobile,

drop shipping, daily deals

sites)Conversion optimisation

On-site Sales

Off-site Sales

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Change in online sales

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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– Remarketing and display– SoMoLo – Social, Mobile, Local

• More emphasis on conversion optimisation, measurement and testing

http://go.channeladvisor.com/UK-Website-2011-Consumer-Survey.html?ls=Website

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Search engine results

Ads - paid

Display options

Organic or natural results

Universal results – news, shopping etc

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A search engine is made of three basic components:

A Spider or RobotAn automated browser, it searches the web for new web pages, and changes to web pages, then views the web pages and strips out the text content

A Storage System or DatabaseA record of all the pages viewed by the Spider

A Matching Process or Relevancy AlgorithmThe rules that tell the search engine how to determine what would be relevant to your search

How Search Engines Work

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Check that your site is indexed?

Do you have keyphrases in your url, title and description?

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On-Page Factors

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Off-page factors - Linking

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New Google layout

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Not logged-in

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Google’s “Search, Plus Your World”

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Universal results

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Local results

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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

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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…)

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Ecommerce optimisation – unique content on category pages

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Ongoing ‘Fresh’ content (blogging with social plug-ins)

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Video integrated with product pages

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Use of Schema.org and rich snippets

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Integration with Google Merchant Centre

New Product Listing ads

AdWords product extensions

Shopping results from Merchant Centre

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Ad Extensions, Local Listings (map) and new Product Listing ads

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Summary of different shopping results in Google

Keywords =Samsonite luggage

Organic shopping results

(Merchant Centre)

AdWords Products ad extension

Product Listing ads

Map and Places listings

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Product Listing ads in Auto targets tab

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Remarketing results

Client 1

(from Aug 2011)

Client 2

(from Jan 2011)

Client 3(from July 2011)

Client 4

(from Jan 2011)

CampaignConv. (1-per-click)

View-through

Conv.

Conv. rate (1-

per-click)Conv. (1-per-click)

View-through

Conv.

Conv. rate (1-

per-click)

Conv. (1-per-click)

View-through

Conv.

Conv. rate (1-

per-click)Conv. (1-per-click)

View-through

Conv.

Conv. rate (1-

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%

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Video campaigns in AdWords interface

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Analytics Conversion Attribution – top paths which include paid search

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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

@annstanleySelecting keyphrases for SEO using PPC conversion data

Keyword Searches (phrase match)

Competition (Allintitle:

"keyphrase") Ratio

PPC data Conv. (1-per-

click)

See search terms

conversionsTotal

conversions1 2900 14,200 0.20 307 3072 27100 2,050,000 0.01 196 1963 14800 598,000 0.02 185 1854 2400 3,540 0.68 86 865 73 551 0.13 42 18 606 1600 472,000 0.01 29 29 587 590 82,400 0.01 49 498 58 168 0.35 48 489 4400 582,000 0.01 47 47

10 260 8,060 0.03 45 4511 3600 516,000 0.01 44 4412 880 210 4.19 43 4313 16 366 0.04 25 11 3614 260 28 9.29 16 18 3415 140 10,500 0.01 29 2916 210 8,270 0.03 16 12 2817 3600 51,300 0.07 24 2418 58 6 9.67 24 2419 73 30 2.43 23 2320 1600 205,000 0.01 22 22

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Increase in organic traffic and salesJan 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

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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)

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Pinterest

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Activities differ by device(Data from AdMob )

Report can be found at http://googlemobileads.blogspot.com/

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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

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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

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Example: Britain’s Best Breaks – effect of design on web results

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Analyticsresults

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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

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Thank YouSee us on stand E60

Ann Stanley@annstanley

ann@anicca-solutions.com

www.anicca-solutions.com