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WEBSITE TRAFFIC BUILDING Dr Ilias Santouridis Assistant Professor of Applied IT TEI of Larissa Greece INTRODUCTION (1) Website traffic building targets : Quantity – number of visitors Quality – target audience, respond Cost – acquisition per visitor, lead or sale INTRODUCTION (2)

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  1. WEBSITE TRAFFIC BUILDING Dr Ilias Santouridis Assistant Professor of Applied IT TEI of Larissa Greece Website Traffic Building

  2. INTRODUCTION (1) • Website traffic building targets: • Quantity – number of visitors • Quality – target audience, respond • Cost – acquisition per visitor, lead or sale Website Traffic Building

  3. INTRODUCTION (2) Traffic building communication options URL PR or Offline ad Off - line WoM prompt Referrals from offline sources Web site Referrals from online sources Reciprocal E - mail ad Paid banner Links or Search or direct or engine Featured in e - mail Sponsorship content Offline marketing communications Online marketing communications Website Traffic Building

  4. SEARCH ENGINES (1) • Search engines are the primary method for finding information about an organisation or product • Over 80% users stated they use them for finding information • An organisation has to: • Register with search engines • Ensure that they appear in a high position in the results of relevant searches Website Traffic Building

  5. Unregistered sites, inaccessible sites Search Engine and databases Search against every word on every page indexed Search All the web Directory engine Searches against registered company name sites and 25 word Directories description SEARCH ENGINES (2) Proportion of Websites Accessible via Search Engines Website Traffic Building

  6. SEARCH ENGINES (3) • How search engines work: • Software spiders or robots crawl around registered sites and compile an index with all words included in all the pages against the page address • The index is weighted according to different parameters and stored in a database • The database is searched based on users’ keywords Website Traffic Building

  7. SEARCH ENGINES (4) • Search engine registration: • It is free with most engines • Need to choose carefully the ones to register with, since there is plenty of them • It is a continuous activity, since the search engine owners regularly perform changes Website Traffic Building

  8. SEARCH ENGINES (5) Website Traffic Building

  9. SEARCH ENGINES (6) • Website pages are weighted and ranked by search engines based on: • Page titles • Meta-tags • Frequency of occurrence • Hidden graphic text • Links Website Traffic Building

  10. DIRECTORIES (1) • Directories are human generated • The organisation submits its URL and then the directory owners review the site before explicitly placing a reference in the appropriate category • Some directories are very difficult to register with (e.g. Yahoo) Website Traffic Building

  11. DIRECTORIES (2) Website Traffic Building

  12. PORTALS (1) • Portals are gateways to information sources, some of which reach over half the Internet users • Representing the organisation on portals can substantially increase its site’s traffic Website Traffic Building

  13. PORTALS (2) • Portal types: • Horizontal: offer a range of content and services (e.g. email, search engine ,directory, chat, auctions, general and specific news) to a broad audience • Vertical: offer information to specific audience – important to promote B2B services • Geographical: centred on a particular locality (e.g. city, country) Website Traffic Building

  14. PORTALS (3) Website Traffic Building

  15. PORTALS (4) Website Traffic Building

  16. PORTALS (5) Website Traffic Building

  17. PORTALS (6) Website Traffic Building

  18. LINK BUILDING (1) • The more links from relevant sites point to an organisation’s site the greater the volume of quality traffic • It is good practice if links do not point at the website’s home page but at the site’s relevant pages Website Traffic Building

  19. LINK BUILDING (2) • Link building approaches: • Reciprocal links: agreed between two organisations • PR: website mentioned in news item on another site with associated link provided • Affiliates: making the websites’s services available from other websites usually after paying a commission Website Traffic Building

  20. LINK BUILDING (3) Website Traffic Building

  21. LINK BUILDING (4) Website Traffic Building

  22. LINK BUILDING (5) Website Traffic Building

  23. LINK BUILDING (6) Website Traffic Building

  24. BANNER ADS (1) • Banner ads are image files, which when clicked will direct the user from the ad to the destination site • Can be considered as Internet advertising • Come in many forms (e.g. static or animated included in the ad site page, pop-up windows requiring user interaction) • Usually hosted on a different server than the ad site Website Traffic Building

  25. BANNER ADS (2) Website Traffic Building

  26. BANNER ADS (3) • Banner advertising campaigns are purchased for a specific time period and can be served: • In the entire ad site to target a broad audience • At a relevant section of the ad site to target relevant audience • At specific times following targeted users behaviours • According to keywords entered in the search engine Website Traffic Building

  27. OPT-IN EMAIL (1) • Opt-in email is a powerful tool to send a message to targeted customers to inform and remind, being certain that they will view it even if it is deleted before being opening CAUTION • SPAM must be avoided by all means!!!! Website Traffic Building

  28. OPT-IN EMAIL (2) • Opt-in email is the basis of permission marketing: • The customer must indicate that he/she wishes to participate in the e-mail dialogue with the organisation by: • Checking a box after being asked to do so if he requires so • Placing his/her name in relevant e-mail lists Website Traffic Building

  29. OPT-IN EMAIL (3) • Opt-in email options include: • Regular newsletter type • Event-related (e.g. product launch, exhibition fair, new offer) • E-mail sequence (multi-step) Website Traffic Building

  30. VIRAL MARKETING • Use the Internet effectively so that to reach a large number of users in the same way as a computer virus reaches computers all over the world • The benefits must be balanced by negative virus perception • Tools include: “E-mail a friend”, screensavers, games, e-mail pyramid offer, e-postacards Website Traffic Building

  31. CONTROL (1) • Key parameters that must be controlled: • Budget allocation • Balance between site creation, site maintenance, and promotion • Balance between offline and online promotion Website Traffic Building

  32. CONTROL (2) Online budgeting mix options Website Traffic Building

  33. CONTROL (3) Online and Offline budgeting mix options Website Traffic Building

  34. CONTROL (4) • Key parameters that must be controlled (coninued): • Calculation of different promotional tools contribution • Data from the web server log files can be analysed to measure the effectiveness of promotion through affiliate sites, banner ads, links • Market research can be used to estimate the effectiveness of offline promotion Website Traffic Building

  35. CONTROL (5) • Key parameters that must be controlled (continued): • Cost of acquisition • Cost per visit, lead, customer depending on the type of site (e.g. cost per visit for media sites selling advertising space, cost per customer for e-tail sites) Website Traffic Building

  36. CONTROL (6) • Key parameters that must be controlled (continued): • Traffic quality • Conversion rate (from visitors to customers) must be estimated • Repeat visits must be identified (e.g. through analysing web server log files, user registration) • Stickiness (duration of visit) must be measured Website Traffic Building

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