I am really excited this week because our How To Guide is a guest guide from one of your fellow members! Not only am I not an expert in all things (obvs!) but I think it is so much more interesting for you to get a wider perspective and a different viewpoint.
This week, Giles Metcalfe from Giles Metcalfe Digital share 3 ways to boost traffic to your website. Focussing in on SEO (search engine optimisation) and PPC (pay per click/Google ads), Giles shares some useful ideas and things to think about in your quest for more website traffic. Giles works closely with business to help them create the digital presence they are looking for and is a Google certified digital expert. You can find out more about Giles and his business here.
Here are Giles’s words and have a great Monday. Don’t forget, we will be in the Facebook group this afternoon to talk about this live if you have any questions!
How to boost traffic to your website
When it comes to boosting traffic to your website, you have three options:
- Search Engine Optimisation (SEO)
- Pay-per-click (PPC) advertising
- Social Media
All of these techniques and platforms can increase the number of hits on your website, when done properly and effectively.
Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) gives your website the best chance of being found on page one of the Google Search Results through organic (non-paid) means. As a method, well-executed SEO will allow you to achieve natural search engine rankings, improve visibility and reel in more website traffic. Keyword research and optimisation of your website with carefully written web page copy that is keyword and search term rich helps with your SEO. As does the Yoast SEO Plugin if you have a WordPress website.
If you want to make extra sure that your website appears high up on page one of the search engine rankings then take a “belt and braces” approach and reinforce your organic SEO with a paid Google Ads PPC Campaign.
Why should I run a PPC Campaign?
If you have an ecommerce website or offer a product or service to customers and clients online, B2B or B2C, then PPC offers many benefits.
PPC can have a major – and positive – impact on most businesses and brands, increasing ‘the bottom line’. If you aren’t doing any PPC marketing, your competitors probably are, and you’re likely losing out on valuable website traffic and revenue.
What are the benefits of PPC?
PPC can have many benefits for your business or enterprise.
Search Engine Journal states:
“For starters, PPC:
• Contributes to Business Goals
• Offers quick entry [into the Search Rankings]
• Results are easy to measurable and track
• Works well with other marketing channels
• Provides a wealth of useful data
• [Gives you] Control over Daily Budget and Spend
Google Ads PPC Campaigns are a cost-effective way of generating more traffic to your website, helping with SEO and organic Search Ranking, and increasing the number of sales leads, purchases or service uptakes of your offering.
How it works
Paid Search activity increases your website’s visibility and exposure to potential customers and clients by placing the Ad for your website at the top of the Google Search Results, above the Organic Search Results.
Raising the number of Google searches for your product or service via Google Ads PPC and impressions leads to a better Google Search Ranking, and increased numbers of conversions (sales leads or purchases), than through organic SEO alone.
PPC Paid and Organic Search work together to connect brands and consumers at key points in the customer journey, with strong intent to purchase a product or take-up a service.
SEO and PPC work well together
Unified search strategies where SEO and PPC work together increase visibility and drive conversions. By developing a paid and organic search strategy where one can complement the other and fill gaps in visibility, marketers can increase exposure to content that drives engagement and subsequently generates revenue.
The more exposed your brand is in search results, the more dominance and influence you will have. According to a study by Advanced Web Ranking, on average, 71.33 percent of Google searches resulted in a page one organic click, showcasing the significance of SEO efforts.
Did you know that the presence of PPC Ads reduces the Click-Through Rate (CTR) of the first Organic Search Result by around 30 percent? The Paid Ads occupy the ‘real estate’ at the top of the Search Listings (‘above the fold’), bumping the Organic Search Listings down the page (often ‘below the fold’, requiring users to scroll down to see them). So, even if you do achieve a number one Organic Search Ranking through SEO only, you’re missing out on Clicks if you aren’t visible within the Paid Results, too.
Even with a #1 organic ranking, paid advertisements can increase clicks by 50 percent. The more your brand name and content is exposed to users, the more likely they are to connect.
Boost your website search traffic
A PPC Campaign offers an almost immediate boost to your website search traffic, as Ads will start getting Impressions in the Search Results within 24 hours of a Campaign being setup and Ads running. SEO is more of a ‘slow burn’. Organic SEO-focused content developed to fill competitive gaps needs a comprehensive on- and off-page SEO plan that can take many months to build momentum and traction. Supplementing slow-burn SEO initiatives with a PPC Campaign and Paid Ads boosts your exposure to potential clients and customers, within 24 hours.
In summary, the best way to earn Clicks from Google Search is to develop a symbiotic, supportive, mutually beneficial relationship between Paid Search (PPC) and Organic Search (SEO).
How much does it cost?
Budgets vary, and some search markets are more competitive than others, so it really does depend. A good rule of thumb is spend £5 or £10 a day with Google. Alternatively, set a monthly budget figure and divide it by 30.4 to give you your Daily Budget.
Another advantage of PCC over other digital marketing channels is budget flexibility and scalability.
Search Engine Journal also states:
“You also have a lot of budget flexibility if you want to start small. You can set your own ad budget and bids, and choose what you’re willing to spend (though you have to pay at least close to a market rate to play in most cases).
“If you’re seeing positive results, you can scale up immediately. And if you want to take a break, you can always pause and stop your ad spend right away. This is hard to do with other ongoing marketing campaigns, giving you the advantage and budget flexibility to move quickly when necessary or desired.”
Of course, you should keep a close eye on your spending, and your PPC Account Manager (if you use one) can make recommendations on how you can save money or increase your Return on Ad Spend (ROAS).
Google Analytics tracks your visitor data, and linking your Google Ads PPC Account to your Analytics Account, enables data to flow between them and Reports and Dashboards can be generated. You’ll want to know what pages are performing the best, where they are coming from, and who your Audience is.
Social Media Marketing
You are probably using the various social media channels already, but are you getting the most out of them?
Depending on your products or services offered, Facebook, Instagram, LinkedIn, Twitter and Etsy could all be useful social media channels for you.
If you’re too busy to Tweet, Post or Connect then get someone in to manage your social media channels for you. They’ll be able to put a strategy in place to increase your Followers, Connections and Engagement.