Want more website traffic? Don't we all! Just because you have a great WordPress website it doesn't mean the traffic is automatically going to come your way Check out this presentation where we discuss a handful of proven brand awareness and quality website traffic tactics. WordCamp Atlanta 208

1. “So You Want More
Website Traffic?”
@jennymunn | #WCATL
Website: jennymunn.com

2. What This Talk is NOT

3. Our Talk Today: Doing Things Differently
● How do you generate more brand awareness
and qualified traffic?
● Top of Funnel (TOFU) - getting more people into
your sales pipeline
● Clarity: Are you generating demand? Or capturing
interest?
● Be open minded to both “free” & paid channels:
○ organic is a long-term investment
○ paid can kick-start you effectively
Website Traffic @jennymunn

4. Adjust to Traffic Generational Habits & Preferences
If your target market is ages 20-36,
you’re marketing to millennials
● In 2020 millennials will make up 50%
of the workforce
● 35% of them are multicultural
If your target market is 11-19, it’s Gen Z
● 74% of digital natives (Gen Z) gravitate
toward information they find on their
OWN . (Harris Poll/Lithium)
Website Traffic @jennymunn
By 2017, the millennial generation will
comprise the largest online audience,
and they will have more buying power
than any generation ever. -McKinsey
Nytimes.com

5. Why WordPress? Prepping For Traffic
Gives you a fantastic foundation inherently.
Tools at your disposal.
Non-Negotiable elements for traffic: mobile
friendly, https, FAST, clean and modern design,
plugins, customizations and integrations galore,
tracking and measurement.
Critical to PREP your site for traffic. You must
have a plan to capture and convert qualified
traffic
Website Traffic @jennymunn
newschoolers.com

6. Annndddd………….
Did I mention an awesome community?????
Website Traffic @jennymunn

7. About Jenny Munn
2010 2018

8. Tactics and Channels:
Which Are Right For
You?
Search Traffic with Content
Marketing
Headlines
Paid Search vs Organic SEO
Organic and Paid Social
Measurement
Wrap UP

9. How Do You Select and Prioritize?
Website Traffic @jennymunn
● Pain Point Awareness:
○ Are people actively looking for the services you have to offer?
○ How motivated are they?
● Sales Cycle Factors:
○ Do you have to educate and convince people they need what you
have to offer? Or do they already know?
○ Are your conversion expectations realistic?
● Your Business and Industry:
○ How authoritative are you offline? Are you a commodity in the
marketplace? In a small niche?

10. Generating More Traffic
Website Traffic @jennymunn

11. Traffic Option: Reverse Engineer Your Content Marketing
Efforts
Embrace Off-Topic Content:
“In addition to going after the people who are looking for the exact commercial
keywords you’re going after, you also want to go after higher-funnel queries
(i.e., informational queries) that don’t have as much commercial intent, but
could bias a future commercial search toward your brand.
Larry Kim,
WordStream
Founder and CTO

12. Case Study #1: K-12 Reading Consulting Company
@jennymunnWebsite Traffic
Goal:
Drive more teachers
to the website, get
more opt-ins,
ultimately sell more
products, trainings
and workshops

13. Identify “Hidden Gems”(High Traffic, Low
Competition)
What They Said: “We want to be
known as THE experts in reading
comprehension.”
What They ALSO Said: “We don’t sell
games or activities so why would we
create content around that??”

14. @jennymunnWebsite Traffic

15. Identify High Traffic Keywords Related to Your Biz
@jennymunnWebsite Traffic
Case Study #2: Small, niche
ecommerce company
Approach: What are the
popular, well-known solutions
out there now? Are people
actively searching for them?

16. Measurement and UX Signals
@jennymunnWebsite Traffic
-Well-written,
“meaty” copy
-over time
the UX
signals will
help
strengthen
the content

17. Measurement
Against Goals:
Exposure

18. Quality & Promotion
@jennymunn
1. We identified focus areas that would
drive the right people
2. The writers were experts
3. We did not just create we
PROMOTED & applied best
practices:
● SEO and internal linking
● social promotion
● email promotion
● backlinks
4. Our strategy was built on momentum
● We went deep: 5-6 topics in 3
focus areas

19. The Problem with Free Keyword Research Tools
Website Traffic @jennymunn
Google Suggest and “Searches related to…”,
Keywordtool.io, WordStream’s Free Keyword
Tool, Google Trends, Answer the Public,
Google Keyword Planner

20. Keyword Research Tools: Premium - Moz & SEMRush

21. Tip: Seasonality Matters
● Keywords that drive
traffic all year round
vs. seasonal
○ Back to School
● Develop a Calendar
and Plan Ahead
○ People Research
EARLY!
○ Google Needs Time
Holidayinsights.com
Google Trends
@jennymunnWebsite Traffic

22. Low Hanging Fruit To Drive More Traffic: Headlines
● High CTR - it’s kind of a big deal
● Dependent on the medium and the WHO:
website, SEO, social, video, press release, etc.
● Tips:
○ Thin BLAH content is an affliction and
epidemic
○ Don’t keyword stuff
○ Priority determines clarity or intrigue
○ Spark emotion
Website Traffic @jennymunn
searchenginejournal.com/

23. Buzzsumo: Don’t Reinvent the Wheel

24. Paid Search/PPC

25. @jennymunnWebsite Traffic

26. Why is Paid Search/PPC a Great Option Today?
@jennymunnWebsite Traffic

27. When is PPC A Better Option Over SEO?
● When your industry is very competitive
with big players - there is no way you’ll
outseat the current competitors for
your best keywords organically
● When you won’t be able to crank out
high quality content regularly
● If educational (top of funnel) keywords
are limiting
● When you need results FAST
● Steal your competitor’s traffic
Remember:
Paid Search Ads are about
capturing demand; success is
contingent upon ACTIVE
search
@jennymunnWebsite Traffic

28. Selecting Keywords: Intent and Mindset
Suggested
Bid
Average
Monthly
Search
Transactional - “Buy” or
Lead Gen Keywords
$7.78 10 Seo training atlanta
$7.86 50 Atlanta copywriters
- - -- Atlanta freelance
copywriters
$10.09 1600 Freelance copywriter
@jennymunnWebsite Traffic
“Generally in search marketing, the goal is
to connect with people who are searching
for your products and services. If you reach
them at the right micro-moment, you can
turn these searchers into leads and sales
for your business.”
“Specifically in terms of commercial
queries, searchers need to know what they
are looking for — and to have already
decided to buy — in order for search
marketing to be successful.”
Larry Kim (again), SEL

29. Social Media:
Organic vs “Free”

30. Social Media
@jennymunnWebsite Traffic

31. Organic Social Media
● Optimize your social media efforts:
keywords and best practices still apply
● Repurpose and share your content
multiple times
● Creative, persuasive, with a CTA
● Appealing headlines
● Visuals count
● Show your personality
@jennymunnWebsite Traffic

32. Paid Social Advertising: Facebook
● Pros: Generates demand quickly, gives you
very quick results and data
● Still cost effective
● Amazing targeting options
● Can you easily IDENTIFY and DIG OUT your
customers?
● Don’t try to sell to a cold audience - no one
is hanging out on Facebook looking to make
a purchase

34. Measurement Google Analytics
Google Search Console

35. How Long Before You See Results?
How solid is your most important asset-your website- right this very
moment?
Have you been consciously and consistently building momentum?
How authoritative is your brand?
How competitive is your industry?
How well do you know your target market?
How adeptly can you measure and adjust?
@jennymunnWebsite Traffic

36. Google Analytics & Google Search Console
GA gives you website data:
● Website traffic by channels
● Most popular pages
○ What channels/traffic sources are sending people?
● Device and location
● UX signals: repeat visitors, total visits, time on page,
page paths (where people go next), CTR
GSC gives you SEO data:
● Top SEO Keywords
● Top SEO Landing Pages
● Backlinks, crawl errors, structured markup errors, etc.
@jennymunnWebsite Traffic

37. Tracking and Reporting: Show Your Value
Know what you’re measuring and
what success looks like
Plan and action-taking come first
Knowing where to look is half the
battle
“Next level” is:
1. being able to attribute results
2. show the VALUE and steady
progress towards a mutually
defined goal

38. Wrapping Up: So Many More Options
So many other channels and tactics OF COURSE
● PR (Public Relations)
● Email marketing
● PR (Public Relations)
● Email Marketing
● Video Marketing
● Influencer Marketing
● Guest Blogging Publishing
● Retargeting
● Custom Audiences and Lookalike Audiences McCarthy and King Marketing

39. Wrap Up/Q&A
Thank you!
@jennymunn
#WCATL
Website: jennymunn.com