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Account Manager Michael Schwabe and Search Specialist Josh Mathe recently presented at the Council of Smaller Enterprises (COSE) Education Series where they discussed strategies to increase traffic to their website.
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Driving Site Traffic
September 16, 2010
Michael Schwabe :: Account Manager
Joshua Mathe :: Search Engine Specialist
Two Ways to Drive Traffic to a Website ::
• Online– Decide who you want– Research– Optimization– Marketing
• Offline– Marketing Tactics
Online Methods for Driving Website Traffic ::
• Get to know your ideal user– Don’t target blindly– “Everyone” is not a valid client base
Image taken from Quantcast.com
• Who do you want to get on your website?
Getting to know your user :: The Who?
• Research– Who is your current website traffic?
Getting to know your user :: The Who?
• Where do they go?– News and information websites?
• CNN, MarketWatch, MTBR
– Social Websites?• Facebook, Twitter, foursquare, CollegeOnly
Getting to know your user :: The Who?
• What do they read?– Magazines– Websites– Books– Pamphlets– Menus– Nothing?
Getting to know your user :: The Who?
• What do they search for?– Where do they start their search?
Getting to know your user :: The Who?
Quantcast Compete Alexa
Google Google Google
Facebook Yahoo! Facebook
Yahoo! Facebook YouTube
YouTube YouTube Yahoo!
MSN Wikipedia Live
Live Amazon Baidu
Amazon MSN Wikipedia
Microsoft Live Blogger
Wikipedia Ask MSN
AOL Ebay Tencent
*All figures as of Sept 15, 2010
Getting to know your user :: The Who?
• Where do your users go?
• Offline– What do they do when they aren’t online?– Where do they go on the weekends?– Where do they go in the evenings?
• Online– What ELSE do they do online?
• Games?• Videos?• Music?• TV?
Getting to know your user :: The Who?
• Don’t just ask “who” the user is...
Getting to know your user :: The Who?
...When “why” can be so rewarding
• Why are they looking in the first place?
Getting to know your user :: The Why?
• Why should they choose us?
• Why should they choose us right now?
Getting to know your user :: The Why?
• Keep asking questions– What?– When?– Where?
• Ask them to anyone/thing that will listen– Keyword tools, survey tools, search engine
trend services
Getting to know your user ::
• ...as long as you build it for the user
If you build it they will come...
• It may be your website but that doesn’t mean it’s for you– Design for the user– Build for the user– Optimize for the user
If you build it they will come...
• Address desideratum of the clientele in the vernacular to which they are accustomed
If you build it they will come...
• It’s going to require work to keep the traffic flowing– Thankfully there is the greatness that is
search engine optimization....
Why yes that was shameless self promotion
You won’t get it right the first time...
• Find the analytics package that’s right for you
You won’t get it right the first time...
• Monitor how people find your site– Search engines– Direct traffic– Referrals
You won’t get it right the first time...
• Monitor how the website is being used– Site entrance pages– Site exit pages– Duration of visit
You won’t get it right the first time...
• Once again ask “Who’s coming to the website?”
• Are they who you want?
You won’t get it right the first time...
• Adjust your content until you are receiving the users that you are looking for
You won’t get it right the first time...
• You know where you target audience goes...now use that knowledge
Having the site is only half of the solution
• Use other blogs to your advantage– Comment on them– Link to your site– Interact with people
Having the site is only half of the solution
• Better yet, start your own blog
• Then start using
Having a website is only half of the solution
• Use the social networks
Having a website is only half of the solution
• If your company keeps– Changing– Growing– Adapting– Living
• Tell the world
Having a website is only half of the solution
• Advertise– PPC– Banner ads
• Make your client base see you even when they’re not looking for you
Having a website is only half of the solution
Online isn’t everything
• Don’t just focus online
• Pick a good URL– Easy to remember– Easy to understand
Online isn’t everything
• Radio / News– Look for any way to put yourself out there– Prove you’re an expert– Receive the credit you want from your bio
Online isn’t everything
• Similarly, be a guest speaker– Colleges– Chambers of Commerce– Conventions
• You have knowledge, share it
Online isn’t everything
• Use existing publications– Magazines / Newspapers
• Target Subject Matter– Write Opinion Piece
• Target Demographics– Publish Advertisements
Online isn’t everything
• Create a promotion– Event marketing– Guerilla marketing– Anything that puts you in front of them
Online isn’t everything
• Word of mouth...and e-mail signature
...and business cards
...and t-shirts
...and stickers
...and random whiteboards
...and....
Online isn’t everything
September 16, 2010
Visit us: www.thundertech.com
chatter.thundertech.com