Getting Traffic to your Website

Transcription

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2 Overview Getting Traffic to your Website Promote your face off (social media) Build your website so it promotes itself (SEO) SEO stands for Search Engine Optimization. Doing SEO consists of taking steps to improve your website s ranking in Google.

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4 Overview Why not combine the best aspects of promotion (short term bursts of traffic) with the sustainability of well optimized pages?

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6 Website To Do: 1. Keyphrase research 2. On-page optimization 3. Building links 4. Differentiating your site 5. Measured results

7 1. Keyphrase Research

8 Scenario Food blog ( Recipe for Gluten Free Pizza Crust How do we optimise?

9 Keyphrase Research Approaches Informational queries: Gluten free pizza crust recipe : 390 searches/month Symptomatic: Why does pizza make me sick? Transactional: Buy gluten free pizza crust : 10 searches/month

10 Google Keyword Planner Built for Google Adwords (pay per click) can be used off label for keyword research Uses the best available data (Google s) Gives quick insight into terminology, prospect volume Has great features that allow for expanding a keyword hit list through keyword ideas Is effectively a market research tool

11 Google Adwords Keyword Planner (Just Google it)

12 Google Adwords Keyword Planner (Just Google it)

13 Google Adwords Keyword Planner (Just Google it)

14 Keyphrase Research gluten free pizza crust recipe : 390 gluten free pizza recipes 30 (plural) gluten free pizza dough : 2,400 (used synonymously) gluten free pizza dough recipe : 480 (new keyphrase ideas) pizza crust gluten free : 40 (re-ordering of keywords) gluten free pizza dough recipe for bread machine : 10 (niche) glutten free pizza crust 10 (common misspellings)

15 Keyphrase Hit List Primary Target Secondary Target(s) gluten free pizza dough recipe best gluten free pizza crust (90), easy gluten free pizza dough (110), how to make gluten free pizza (40)

16 Can I compete? Strong competition: Wikipedia, exact match domains. Medium: exact match titles or categories or pages on strong sites Weak: forums, directories, etc

17 Google those phrases!

18 Scope out competitors/partners

19 Result? Evaluate your keyword choices based on the competitor and search engine results page research Too competitive? Back to step 1 or Blog post isn t the bread winner Iterative process

20 Keyphrase Research Summary: 1. Throw your ideas into Google s Keyword tool to validate and gain perspective. 2. Make a hitlist of keywords that you like from the keyword tool. 3. Check out the competition. 4. Understand your title, and some of the words you want to add in for spice.

21 2. Optimizing Your Website: WordPress

22 Setup: Change your permalinks

23 Setup: Permalink Results Before: After: recipe/

24 Apply keyphrases to: Page title URL (web address) Headings Subheadings Images Video

25 On posts:

26 3. Building Links to your Website

27 Link Building from: Those that link to your competitors Vendors/Partners/Distributors Geographically relative sources Clubs/associations you belong to Blogs, news sources focused on your industry Press coverage Other sites that show up in searches you want

28 Other sites that show up in searches you want

29 Please, guv nah. Link to my website.

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31 4. Differentiating Your Site Taking things up a Notch

32 Universal Search

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34 Image Optimization Great images + proper tagging = image results domination

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36 Cool Stuff to make your Result pop Google+ Authorship:

37 Cool Stuff to make your Result pop (reviews, product info, business info, events, etc)

38 Plugins!

39 5. Measured Results What s working?

40 Google Analytics

41 Single Post Dashboard

42 Single Post Dashboard

43 Google Webmaster Tools Search Queries Report Identify that you re in the right search results for the right pages

44 Summary Find opportunities Target them with (great) content Diversify your keywords Measure, and re-apply generously! Sometimes, life gets in the way of website promotion, and it s nice when your site attracts traffic all on its own.