Web Marketing
How to drive traffic to your
website?
Definition:
¾ Web marketing is the set of strategies and
techniques applied on the Internet to support organizations overall marketing objectives. It may include driving targeted traffic to a website and providing features on the website to create a desired call to action.
Today we will focus on the different means to drive traffic to a website .
Traffic on a web site: where
does it come from?
¾ Mediametrie / Netratings 2009 survey
49.1% Search Engines 37.5% External links
33.4% Direct access and bookmarks
¾ The percentage of traffic coming from SE is
steadily increasing. Google represents 63.5% of the total search market.
7 actions to increase traffic on
your website
¾ 1. SEO (Search Engine Optimization) ¾ 2. SEM (Search Engine Marketing) ¾ 3. External links
¾ 4. Newsletter / emailing ¾ 5. Community building ¾ 6. Games
7 steps to improve your SE
ranking (on site)
¾ Creative content ¾ Clean URL’s
¾ Optimized title + description tag ¾ Internal links
¾ Multimedia
¾ Keywords selection
3 tips to improve your SE
ranking (off site)
¾ Page Rank / Trust Rank ¾ Relevant links
SE positioning, where ?
¾ Natural positioning on the 3 first result pages.
¾ On the first page
¾ Above the fold
Visibility rate (source eye tool, eye tracking movements) - Positions 1, 2, 3 : 100% - Position 4 : 85% - Position 5 : 60% - Positions 6 et 7 : 50% - Positions 8 et 9 : 30% - Position 10 : 20%
SEO : keywords selection
¾ Balance between interest and feasibility
¾ Interest : make sure the keywords you select are actually searched for.
¾ Feasibility : will it be possible to place your pages on the targeted zone (above the fold, first page, three first pages)
SEO : keywords selection
¾ Some keywords are obvious to you, not necessarily for your prospects/clients
¾ Ask your friends what they would search for when looking for products/services you offer
¾ Check your competitors’ keywords : http://www.keywordspy.com/
SEO : Two phases
¾ On page optimisation: On-page optimization consists of all variables on your actual website pages. These variables will render your site as "search engine friendly" as possible.
¾ Off-page optimization consists of all variables that exist outside of your website. Off-page optimization is link popularity. It determines the page rank of your site.
On page
¾ Content is King !
¾ Title tag
¾ Visible text
Backlinks = Link Popularity
¾ LP is the heaviest parameter in SE’s algorithm
¾ Determines the Page Rank of a page ¾ The higher the PR, the best the ranking
Off page: how do I know my
PR
¾ Download Google toolbar
SEM: Sponsored links (Pros)
¾ http://adwords.google.com/
¾ Simple to implement
¾ Guarantee to be on the first page
¾ Flexibility
¾ Rapidity : can be done in a few hours
Sponsored links (cons)
¾ Sometime requires important budget
¾ Click fraud
Sponsored links
¾ Pay Per Click
¾ Auction system (the higher CPC at the top)
¾ The ad is shown on Google and on sites
affiliated to the program (contextual links)
¾ Two main networks : adwords.google.com and http://advertising.microsoft.com/
3. Newsletters: 10 tips
1.Only send emails to persons who have requested to receive them.
2.Only include content relevant to the type of content the person has requested.
3.Be consistent with your sending frequency. Pick a schedule, whether it is weekly, biweekly, or monthly as long as you are able to keep to that schedule.
Newsletter: 10 tips
4.In most cases, it is best to send BtoB emails Tuesday through Thursday.
5.In most cases, it is best to send business to consumer emails either between 5pm and 8pm Tuesday through Thursday or between Friday evening and Sunday
afternoon.
6.To improve deliverability add message at the top of your emails that says something like: “To ensure receipt of our emails, please add [email protected] to your Address Book.”
Newsletter
7.Make the From Name for your messages either your company name or the name of person at your company. Once you choose From Name, keep it consistent.
8.Be sure to include both plain text and an HTML version of your newsletter. If you don’t
include a plain text message, at least 5% of your recipients will see message with nothing in it.
Newsletter
9.Don’t use all caps or multiple exclamation marks within your subject line or body.
10.Build your list at every opportunity you have. If you have a retail location, add point of sale
sign up form.
4. Emailing
Sent to large email databases
5. Community building (advices)
Make sure you really want to do this!
Compelling idea, compelling content
First posts and threads determine the behavior
of future members
Have the best possible writing, design,
photography, etc. that you can, and update as often as possible
Community building
Create guidelines / charter
Moderate
Explain
Highlight good contributors
Invite them to help
Community building
Blogs, forums, wikis, comments, share content, social media, ratings, profiles, most popular, chatting, etc….
6. Viral marketing (buzz)
Definition: Using “word of mouth” to
convey a message to the wider possible audience.
Stake: Suzan Boyle
http://www.youtube.com/watch?v=9lp0IWv 8QZY
Viral marketing
Objectives: Awareness Traffic Loyalty -DB qualification.
Techniques: games, videos, teasing.
Mix : set of banners, a dedicated website,
