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How to Increase Traffic to your Website? How to Increase Traffic to your Website?

How to Increase Traffic to your Website? - PowerPoint Presentation

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How to Increase Traffic to your Website? - PPT Presentation

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

website 211qc seo content 211qc website content seo amp search google traffic 211 page create montreal https food engagement

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Slide1

How to Increase Traffic to your Website? A complete guide for non-technical people.

2-1-1

211qc.ca

Slide2

2-1-1

211qc.ca

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

Slide3

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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!

Slide4

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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

Slide5

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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

Slide6

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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) =

Slide7

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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

Slide8

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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

Slide9

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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

Slide10

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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)

Slide11

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Diagnose your website (On-Site SEO)

The Technical Stuff

Slide12

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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

Slide13

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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)

Slide14

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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

Slide15

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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

Slide16

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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

Slide17

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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…

Slide18

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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

Slide19

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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,

Slide20

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Improve the search of your database records

Slide21

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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…

Slide22

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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

Slide23

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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

Slide24

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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 !

Slide25

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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:

Slide26

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Monitor and track your success

Use Google Search Console (free) or a keyword tracking software ($$) to monitor your ranking.

Slide27

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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