How to drive more and better quality traffic to your website Hello I'm Dave Taylor Webmedia trading eight years in Chester Web design, SEO, digital marketing, training Visiting lecturer at University of Chester A little about you What's your business? What's your experience of driving traffic to your website? About today I want to give you today a series of easy to implement actions that are going to make a real difference to your business website getting more and better quality traffic Download these slides later at I can't cover everything in detail today... But I want to do is share some issues that I feel are important to a business owner on these subjects in 2016 Why is driving 'quality' traffic to your website important? 89% of consumers use the Internet for purchase decisions... What do I mean by 'quality' Traffic that is likely to have a genuine interest in your business Steps to a sale visibility - engagement - relationship conversion maintenance You have to be able to measure progress in traffic to your site? Google Analytics About today I want to give you today a series of easy to implement actions that are going to make a real difference to your business website getting more and better quality traffic Download these slides later at Reading Google Analytics Data Compare the basic metrics month on month Look for week/seasonal and other spikes and troughs Look for reaction to your other marketing work If you want traffic the first thing you have to have is Visibility.. So how do you get online visibility Search engine optimisation Social mediamarketing Paid advertising Pay Per Click Google Shopping Directories Reviews Social bookmarks Let's look at a typical Google search result page Now at least 1 trillion per year Visibility tactic 1 - Search engine optimisation (Google) Where do we start? I recommend you start by asking this question.. Is my business website one of the best 10 for my target search query? Best? Design quality Information architecture Quantity of quality content User experience Clarity Authority Relevance Outcome Search engine optimisation (Google) What's important Clarity of focus On-page issues Content marketing Google getting to know you Reviews Google+ What has changed with Google in the last 3 years? Content authority is now highly important Social media has grown in importance Mobile responsive User behaviour tracking Hummingbird understanding intent Poor links and poor content quality gets you penalised Identify one phrase that people looking for your business would be searching Make your website one of the best online for someone searching for that phrase.. Optimise your website for that phrase H1 tag home page Meta data page title, meta keywords, meta description On page content Regularly refreshed and added to So time for me to put you on the spot What is the phrase that you think people would be searching to find your business? Google Adwords Keyword Tool Tells you the search volume for keywords on Google Other SEO factors Google + Reviews Google My Business Links from relevant authority sources Social signals Let's see an example How this delivers user experience Why you should learn and use Google Webmaster Tools Visibility tactic 2 -Social media Social media is a relationship building tool not a selling tool Use it to gain reputation, to drip feed brand recognition and to project your authority Social media My strategy... Create a high-value blog post (or piece of content) targeted at your target audience Syndicate it... Facebook Twitter Google+ YouTube Pinterest Slashdot.org Linkedin Be consistent, be regular Visibility tactic 3 -Pay per click Google Adwords - Facebook Be specific in your ads Understand long and short tail keywords Let's look at Google Adwords In my experience of pay per click... The more specific the offer the better Craft a landing page with a call to action Study which ads work best and when and build on that So let's take stock 1. You are looking to improve online visibility Google SEO, optimise for one phrase, be the best site 2. A single quality blog post syndicated through your social media 3. Pay per click - be specific, test and review marketing Paid advertising Google Shopping Directories Reviews Social bookmarks Visibility tactic 4 - marketing Visibility tactic 5 - Paid advertising Google Adsense Visibility tactic 6 - Google Shopping Visibility tactic 7 - Directories Visibility tactic 8 - Reviews Google sees reviews as authority Visibility tactic 1 - Social Bookmarks Im summary getting more and better quality traffic to your website Get visibility on Google Syndicate one piece of user targeted content through social media Lever your existing contacts throughmarketing Pay Per Click for fast profile Google Shopping is under the radar People use online Directories to source People like Reviews People use social bookmarks to find recommended content Congratulations! You got quality traffic to your website So now what? Engagement User experience Conversion Don't forget Download the slides -Make a plan of action Measure progress (Google Analytics) Please take a business card