SEO tactics

(Traffic building)
Lecture 9

By Dr. Umidjon Akhunjonov

What we plan to cover today:

Search Engine Optimization

Online PR, online partnership

Interactive advertising

Opt-in email

Viral marketing

Offline traffic building

Three key aspects of traffic building
• TARGET – quantity, quality (bounce rate) and cost of the traffic;
Cost per Acquisition (of visitors, of a lead, of a sale)

• TECHNIQUES – range of online and offline commutation techniques;

• TIMING – timing of specific campaigns;
Options available for traffic building
Traffic source overview

Referrals
Search Traffic – natural and paid searches;
21 % Referral Traffic – other websites having
Search Other
direct links to your website;
Engines 15,5 % Direct traffic – direct URL type-ins,
27 %
bookmarks or when email marketing or social
Direct 36.5 %
media links from apps are tracked;
Other traffic – affiliates, display ads and
email campaigns.
SEO – Long tail keywords

Volume: 301,000/mo | CPC: $0.54 | Competition: 0.04

Volume: 27,100/mo | CPC: $1.70 | Competition: 0.22

Volume: 720/mo | CPC: $8.40 | Competition: 0.43

Search engine optimization

GOOGLE
USES

AROUND 200
FACTORS OR
SIGNALS

WITHIN ITS
RANKING
ALGORITH!!!
SEARCH AGAIN – use your own “search” sometimes

https://www.ted.com/talks/andreas_ekstrom_the_moral_bias_behind_your_search_results

• Name tag under the pic

• File name of the pic

2009: Rasizm: monkey face

Online PR (media platforms and sentiments)

Public relations is about reputation – the result of what you do, what you say and
what others say about you (Obama Girl – credits to Ben and his team).
https://www.youtube.com/watch?v=wKsoXHYICqU

ONLINE REPUTATION MANAGEMENT

York University Research
Reaction: positive, negative, neutral (factual info)

• Social networking sites (Facebook );

• Broadcast media (Youtube);
• Micro-blogs (Twitter).
Online PR (media platforms and sentiments)

https://www.youtube.com/watch?v=yZ1iTo9Wjrc
Online PR options

Online PR is maximizing favorable mentions of your company, brands, products or web

sites on third-party web sites that are likely to be visited by your target audience.
Online PR – Renault influencer outreach

Year: 2010

Models: Zero emission range

(Twizy)

Objective: get people talk

Strategy: invitation to 13 bloggers

from France, Germany, the UK,
Italy and Spain (high-tech, trends,
innovation and scientific themes

Output: 22 articles, 900 000

exposures to the message,
increased visibility of the brand
Today’s empowered customer

https://www.youtube.com/watch?v=PKUDTPbDhnA

goobie55
Published on Dec 19, 2011
8 years old Harry Winsor
Here is a video of my monitor being
"delivered". The sad part is that I was home
“We do not accept unsolicited ideas. We
at the time with the front door wide open.
regret to inform you that we have disposed
All he would have had to do was ring the
of your message and retain no copies”
bell on the gate. Now I have to return my
monitor since it is broken.
Online PR – Reputation management

www.gigaalert.com
www.google.com/alerts
Online Partnerships
Link building – obtaining links from third-party sites to a company site
(creating your own external links through blogs, social bookmark tools
such as addthis.com and etc.);

Create great content, link to great content and great content will link to you
(Ken McGaffin)

Affiliate marketing – a commission based arrangement

where referring sites are paid a fee for sales, leads or visitors (review sites
as an example, trivago.com).

Online sponsorship – a long-term arrangement to associate a brand with

a site or part of a site (co-branding).
Interactive advertising

• Obtrusive ads: Where the ad uses video, pop-up or “take over” technology to
get the user’s attention

• Targeted ads: Where the content of the ad matched the content of the site

• Which is better: Targeted or Obtrusive or ads that are both Targeted and
Obtrusive
Interactive advertising (disadvantages)

• Poor and diminishing click-through rates (CTR) – CTR from 25 percent on

the first banner in 1994 (Click here), to an average of 0.1 percent

• Relatively high costs – interactive advertising costs can be relatively high, with
media costs of around 10 pounds plus creative costs

• Branding effect is difficult to quantify (other objectives such as content

delivery, transaction enabling, attitude shaping, response soliciting, retention
encouraging)
Interactive advertising (kun.uz example)

Views 153 574

Clicks 448

Calls 2

Money spent
Interactive advertising (comparison)

• Brand the first frame with a brand identity;

• Tell a story, but each frame should stand alone;
• Ditch “click here!”, instead use an action verb such as
“Sign up now” or “Download our white paper”;

• Use high contrast;

• Keep it simple – only use a few elements in a
creative;
• Include human face where possible;
• Flash makes producing higher-impact ads more
practical.
Opt-in email (WH Smith example)

Follow-up email for abandoned cart:

1. Generic branded follow-up email: +10 percent conversion rate;

2. Personalized remarketing email with a promotional code for a 5 percent discount

limited to 72 hours: +100 percent conversion rate;

3. Personalized remarketing email with a promotional code for a 5 percent discount

limited to 48 hours; +200 percent conversion rate;

Clicked but didn’t use the discount, yet, generally made a purchase.
Opt-in email – CRITICAL (OLX EXAMPLE)

C - CREATIVE
R - RELEVANCE
I - INCENTIVE
T - TARGETING AND TIMING
I - INTEGRATION (to a general
campaign)
C - COPY (structure, style,
explanation of the offer)
A - ATTRIBUTES (HTML or text,
subject line, time)
L - LANDING PAGE
Viral marketing

Viral marketing is a clever idea, a shocking idea, or a highly informative idea which
makes compulsive viewing. It can be a video clip, a TV ad, a cartoon, a funny
picture, a poem, song, political or social message, or news item.
Viral marketing (examples)

ADWEEK Winning video content (by WIUT student)

Viral marketing

Pass along email viral (email with a link to a site prompting the recipient to forward
the email to interested friends);

Web facilitated viral (email prompt) (“email a friend” or “email a colleague” form);
Viral marketing

Incentivized viral (offer of reward in

exchange for someone’s contacts);

Web-link viral (e-books with clickable

links);
What makes content viral and persuasive?

MIT study (persuasion)

What makes content viral and persuasive?

MIT study (persuasion)

Thesis
“In order to make content more ”shareable” or viral, creators and firms might need
to sacrifice some elements of content that potentially damage persuasiveness.”

You can watch the latest ”top viral videos” here

http://www.visiblemeasures.com/insights/charts/adage/
What makes content viral and persuasive?
Persuasive – sales intent and recall
Outrageous – Oqtepa lavash
Offline traffic building
• Google using traditional advertising (TV ad, direct mailing) to advertise its
Google Chrome and Google+ services

• Online recruitment agency Monster.com saw its traffic quadruple in the 24 hours
following adverts in the price US Super Bowl spot.

https://www.youtube.com/watch?v=EBZB_D7MmOk

• Advertising, PR, Direct Mail and Physical reminders

THANK YOU