1 7 Chapter Traffic building In Field of Dreams

Transcript:1 7 Chapter Traffic building In Field of Dreams:
1 7 Chapter Traffic building In Field of Dreams (1989), the American fantasy film about building a Baseball stadium to attract fans in rural Iowa, the fantasy came true in Hollywood style, but in the real world it’s tougher. Even the best designed sites will fail if there isn’t proactive promotion or a powerful brand to attract visits. Products that succeed are not always the best ones, but rather, reasonably good ones that (a) everyone knows about; and (b) everyone can easily find when they need them. The same is true of web sites. This chapter shows you how to build traffic – how to acquire the right visitors to your site or other forms of online presence in order to achieve the right marketing outcomes for you. You will get a briefing on the different digital communications channels including search engine marketing, online PR, online partnerships, interactive advertising, opt-in email and viral marketing. We will also show you that to succeed with your online communications also means gaining different forms of visibility on partner sites which are themselves successful in traffic building. 2 7.1 Introduction to traffic building Key aspects of traffic building Targets Techniques Timing Traffic quality rather than quantity 3 7.1 Introduction to traffic building 4 7.2 Search engine marketing - SEO Search Engine Optimization Achieving the highest position or ranking practical in the natural or organic listings on search engine result pages after a specific combination of keywords Paid search marketing or Pay Per Click 5 7.2 Search engine marketing - SEO 6 7.2 Search engine marketing - SEO Keyphrase analysis Demand analysis Performance analysis Gap analysis Set goals and select keyphrases 7 7.2 Search engine marketing - SEO SEO strategy On-page optimization External linking or off-site optimizations Internal link structures User behaviour signals 8 7.2 Search engine marketing - SEO Maximize quality links from and to different sites – run a link-building campaign 9 7.3 Paid or Pay Per Click search marketing Similar to conventional advertising Two main advantages The advertiser is not paying for the ad to be displayed PPC advertising is highly targeted PPC has other advantages Good accountability Predictable Technically simpler than SEO Speed Branding Remarketing BUT Competitive and expensive Inappropriate Needs specialist knowledge Time-consuming Irrelevant 10 7.3 Paid or Pay Per Click search marketing 11 7.3 Paid or Pay Per Click search marketing Cost Per Acquisition (CPA) = (100/ Conversion rate