increasing and improving your web traffic
DESCRIPTION
How to improve the quality and quantity of visitors to your web site. Based on data and experience with a range of UK charity web sites.TRANSCRIPT
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