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Learn how to make your website get more targeted traffic, more leads and ultimately more sales. What opportunities are you missing out on? What are some things you can do immediately and quickly to gain more traffic?
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Get More Web Traffic
Jonathan Hochman
September 16, 2009
Boston Marriott Newton
Google Webmaster Tools and Bing Webmaster Center
Nathan Buggia, Microsoft
Vanessa Fox, Ex-Google
Which to use?
• Google is the leader.
• As free services, neither is guaranteed to be complete.
• Use both to ensure maximum insight.
Bans and penalties
• Sites that violate Webmaster Guidelines, may be banned or penalized.
• Bans might be reported, but often not.
• GWT provides a reinclusion request form.
• Cleanup before requesting forgiveness. Document cleanup steps and disclose who did what.
Example of a penalty notice
Bing Webmaster Center
Indexing problems
Search Impact of Malware
http://googleonlinesecurity.blogspot.com/2009/08/malware-statistics-update.html
NY Times Breached
http://www.nytimes.com/2009/09/15/technology/internet/15adco.html
Broken Links
Defective or Missing Tag Sets
Rhea Explains Duplicate Content
http://www.searchenginejournal.com/google-pagerank-play-doh/5504/
Duplicate Content
• Duped pages often have the same titles and meta descriptions.
Eliminating Duplicate Content
• Standardize domains using 301 redirects.
• Set your www or non-www domain preference in GWT.
• Instead of 301 redirects, the <link rel=“canonical” href=“…” /> tag can help.
http://www.hochmanconsultants.com/articles/redirect-multiple-domains.shtml
Eliminating Duplicate Content
Sitemap.XML Benefits
• Won’t magically improve rankings if the site is already crawlable.
• Making a sitemap.xml file may reveal:– Broken links– Orphan pages– Duplicate content– Pages that should be excluded
• Get specific feedback/stats
GSiteCrawler Sitemap Generator
http://gsitecrawler.com
Xenu Link Sleuth
SEO Tools – Firefox Add Ons
1. Toolbar PageRank
2. Alexa rating
3. Highlight nofollow links
NoScript for Firefox
• Protects your computer from bad software
• View web pages as a search engine does
More FireFox Add Ons
Disable CSS, JS
Disable meta redirects
Turn off images
Many more goodiesDiagnose redirect issues
PPC and Promotion
• Everybody loves SEO for free traffic.
• Is time and effort free?
• SEO can be a great long term strategy
• Natural search rankings are a bonanza, not an obligation.
→ For fastest results, pay for traffic.
Do paid listings influence naturals search results?
• No: good search engines don’t care if you join their paid program
• Sometimes: Yahoo! Search Submit sells their non-sponsored results.
• Yes: anything that increases exposure of a site may help generate new links.
Every snowman begins with a snowball.
Three Most Important PPC Ideas
• 80% of market participants don’t track cost per sale, and don’t know the value of a customer. Get those numbers, then adjust your bids to make risk free money.
• More than ad creative and offer, who sees your ad determines success or failure. If PPC isn’t working, you’re probably targeting the wrong people. Be specific.
• Advertise on your branded terms.
When does 1 + 1 = 3?
Being listed in both the natural and sponsored results improves Click Through Rate for both types of listings.
Traffic is influenced not only by rankings, but also by the number and quality of impressions.
SiteLinks
Another type of Sitelinks
How to Get Sitelinks
• Easily crawled, structured navigation
• High natural search traffic for multiple pages on the site
• Trust factors– Inbound links from trusted sites– Outbound links only point to trusted sites– Established site (age)
http://www.hochmanconsultants.com/articles/sitelinks.shtml
Email Marketing
• I hate newsletter “spam”.
• But, I am not the typical web user.
• If somebody buys from you, keep in touch.
It can be profitable to “buy” the customer. When cost of the first sale exceeds margin, email marketing is essential.
Email Marketing Tactics
• Outlook is a bad way to email a list.
• Use an email marketing service to:– Facilitate legal compliance– Track results– Provide a convenient unsubscribe feature
• Repurpose content to make newsletters
• Give value to receive value
Spot the email
Payment ProcessingUse the same Google Checkout login as
AdWords to get an eye-catching logo:
Local Search
• Address on website, even in footer of every page
• Claim your listings
• SEMNE will discuss Local Search in November