A complete guide for nontechnical people 211 211qcca 211 211qcca Why increasing website traffic How to increase website traffic Why you should use SEO ROI of SEO vs other communicationmarketing tools ID: 782363
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How to Increase Traffic to your Website? A complete guide for non-technical people.
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Why increasing website traffic?
How to increase website traffic?
Why you should use SEO?
ROI of SEO vs other communication/marketing tools
Content
Introduction
Diagnose your website
Identify opportunities and develop a content strategy
Share & build links
Engagement & conversion
Use SEA for content you are not ranking
Monitor and track your success (or not)
Plan your SEO strategy
Consult our detailed guide for all technical elements
SEO guide for 211
https://www.211qc.ca/airs
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Why increasing website traffic?
Communication & marketing
Technology
Partners &
funders
Be known
Get more visits, calls, chat and text
You have invested in a website right?
Provide more value
Create new partnership
To compete against for profit businesses!
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Why increasing website traffic?
Because most I&R and 211
website traffic is
poor
!
Source: Alexa,
https://www.alexa.com/siteinfo
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How to increase website traffic?
Data: Google Analytics – 211 website in Canada Jan 1
st
to Oct 31
st
2017
Traffic Acquisition on website
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What is SEO?
“Search engine optimization (SEO) is the practice of increasing the
quantity
and
quality
of traffic to your website through
organic search engine results
.”
1
1. Source: MOZ,
https://moz.com/learn/seo/what-is-seo
Goals of SEO
More website visits
More engagement
(conversions) =
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How search engines work
RELEVANT CONTENT
responding to the query of the person = Specific page
One Keyword or related Keywords
One landing page
Search for “FOOD BANK”
Location = “Dallas”, TX
+
10 results on page 1
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Why you should use SEO?
It is accessible to non-technical people
Your resource team (CRS) can learn a lot of it and improve content
Most I&R centers have the tools to get a higher visibility on the web
Team
Partners
Database & valuable content
Taxonomy
AIRS standards
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ROI of SEO vs other communication/marketing tools
New callers source of acquisition
at 211 Grand Montréal
Marketing investments
at 211 Grand Montréal
Estimated ROI of SEO
(direct attribution)
Each 100$ invested in SEO brings about:
20 new callers
2 000 website visits
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Plan
your
SEO
strategy
Diagnose your website
Identify opportunities and develop a content strategy
Share & build links
Engagement & conversion
Use SEA for content you are not ranking
Monitor and track your success (or not)
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Diagnose your website (On-Site SEO)
The Technical Stuff
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Diagnose your website (On-Site SEO)
General website SEO diagnosis
On page diagnosis - <Head> and URL elements
Consult our detailed guide for all technical elements
SEO guide for 211
https://www.211qc.ca/airs
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General website SEO diagnosis
Website speed & mobile accessibility
– try this tool :
https://developers.google.com/speed/pagespeed/insights/
Web accessibility
try this tool :
http://wave.webaim.org/
Domain, subdomain and domain authority
Crawlable link structure
Sitemap
Robots.txt
Secure website (https)
Crawl your website for errors (e404)
Content Management System
Database Export (Public Resources Directory / PRD; Excel/CSV; API)
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On page diagnosis - <Head> and URL elements
Indexable content
URL
Title tag
Meta description
Canonicalization
Structured data (schema.org, Facebook, Twitter)
Hreflang
(if applicable)
Headers
Alt text
for images
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Identify opportunities and develop a content strategy
1 – Create
articles
or blog post to rank on Google for important topics
One group of keywords = One page
2 – Create
local
content to meet searchers intent in each region/counties/cities/neighborhood
3 – Improve the search of your
database records
4 – Develop
new ideas
of content and
think outside the box
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Create articles or blog post to rank on Google
Build a keyword matrix and target your most important subjects (5 to 10)
Keywords
Avg. Monthly search
Competition
Importance for
you
URL of
your
website
volunteer montreal
1000
31%
8
/volunteer-montreal
palliative care
720
45%
3
N/A
community center
260
43%
9
N/A
charity
260
65%
2
N/A
montreal volunteer opportunities
210
31%
8
/volunteer-montreal
school supplies
210
34%
4
N/A
domestic violence
210
51%
5
N/A
caregiver
210
52%
4
N/A
meals on wheels
140
36%
7
N/A
community center montreal
140
37%
9
N/A
learning disabilities
140
55%
3
N/A
school board
140
57%
2
N/A
meals on wheels montreal
110
27%
7
N/A
homeless shelters
110
43%
9
/
homeless
Guided search, taxonomy, and Google
Google
Adwords
– Keyword Planner
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Create articles or blog post to rank on Google
Create quality content that meets searcher intent
Example :
I&R in New Mexico
Article about food bank
Find your main keyword (
food bank
or food pantries)
Find all the secondary keywords you want to target
(food pantries, food aid, New Mexico food banks, etc.)
Look at what has been written on the subject (1
st
page of Google)
Answer all possible questions in your article
How to register
Paperwork needed
Cost
Will there be green chilies in my basket?
Will the green chilies be fresh, frozen, hatched or roasted?
Give a great user experience
Add photos, videos, graphics
Include clear links to search on your website, list of resources, maps, PDF…
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Create local content to meet searches intent in each region
40 local pages for each region, counties and neighborhoods of Montreal we served
PDF Directory
https://www.211qc.ca/en/directory/montreal
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Improve the search of your database records
Make sure the name of the Agency/program is on:
Page title
The URL
Include a Meta description of your records
Don’t use title of Agency/program that are internal names, ex:
Old Brewery Mission – Program at Site Webster Pavilion
Include a map
Include videos of the organization, photos,
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Improve the search of your database records
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Develop new ideas of content and think outside the box
Create content serving local needs
Share your statistics (211 Count, Power BI)
Module for volunteer opportunities
Community news and events
Community blog
List of jobs available in the community sector
You know best what people are looking for in your community…
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Share & Build links
Who will share & promote my content?
Who will link to my content? Do I need to reach out to them?
Think about
Still one of the main factor in SEO.
Don’t force it, make great content!
The importance of link building
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Build engagement and conversions
Make sure everyone knows they can Call / Chat / Text on every pages!
Improve links and navigation between pages
Include buttons to searches
Link your articles together for related subject
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Use SEA for content you are not ranking
SEA = Search Engine Advertising - Paid advertising
Google Support:
Introduction to the Ad Grants program
10 k
grant per month in
Adwords
Around 5 000 to 8 000 visits a month…if you are able to use it all
SEO
vs
SEA
Long term results
More time to invest
More visits
More engagement
Not dependent of the
AdGrant
conditions
Quick term results
Less time to invest
Less visits
Less engagement
Can outrank the competition on topics you don’t rank
In both cases you need to have
quality content !
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Monitor and track your success
Use Google Analytics to see traffic on each page of content
(
Behaviour
– Site content – landing pages)
Look for those Metrics:
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Monitor and track your success
Use Google Search Console (free) or a keyword tracking software ($$) to monitor your ranking.
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Questions ?
Mathieu Chaurette
Directeur 211 et technologies
mathieu.chaurette@211qc.ca
www.211qc.ca
514 527-1388 poste 222
Centre de Référence du Grand Montréal / 211 Grand Montréal
211@211qc.ca
514 527-1388
Facebook.com/211GrandMontreal
Twitter.com/
CentreReference