Increasing your Web Traffic

By Seamus Morley

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

Presentation delivered at the CharityComms Seminar, 10 November 2010 Web: www.charitycomms.org.uk

Measure what matters

• What gets attention ?

• What matters to senior management ?

• Find the interested ones.

• 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

www.find50-marketing.co.uk/measure-the-effect...

• Organic

• PPC

• Email

• Social Media

• Referral

• Content Ads

• 80%

• 10%

• 2%

• 1%

• 5%

• 2%

• SEO

• Long Tail

• Link back

• Anchor Text ?

Where do visitors come from ?

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 audiencesGoogle Grant:

Register NOW

Topsy/Twitter

Step 2: Find New Visitors

What is your `market` share ?

Keyword Tool

2. Keyword OR web page URL

1. Reporting Tab

3. Ke

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

Summary

Measure what matters - segment

Decide on KPI`s

Identify visitor sources

Keep existing visitors happy

Find new relevant audience(s)