1. GETTING THE MOST FROM YOUR
WEB BUSINESS

2. THE WORLD HAS ALREADY CHANGED
www.traffika.com.au

3. ABOUT ME
Matt Forman (@mattforman)
• Founder & Managing Director @traffika
• Oversee digital strategies & campaigns from clients including
retail, property, banking, publishing, retail and education.
• Previously CEO at one of Australia’s fastest growing niche
social networks
• 13 years digital marketing experience including senior online
leadership
• Google Certified Adwords & Analytics
www.traffika.com.au

4. BRAND EXPERIENCE
www.traffika.com.au

5. WHO IS TRAFFIKA
• Fast growing online marketing agency
• Offices in Brisbane & Sunshine Coast – team of 15
• Exist to help our clients become more successful by integrating online more
effectively into marketing mix
• 4 brand pillars: results, service, quality, passionate people
• Search Engines, Social Media, Online Media Planning & Buying, Analytics &
Optimisation
• Clients include education, retail, property, banking, mining, publishing &
professional services
www.traffika.com.au

6. PHASE 1
Phase 1: Connecting computers
www.traffika.com.au

7. PHASE 2
Phase 1: Connecting Phase 2: Connecting
computers content
www.traffika.com.au

8. PHASE 3
Phase 1: Connecting Phase 2: Connecting Phase 3: Connecting
computers content people
www.traffika.com.au

9. PHASE 4
Phase 1: Phase 2:
Phase 3: Phase 4:
Connecting Connecting
Connecting people Connecting data
computers content
www.traffika.com.au

10. YOU SHOULD BE ONLINE BECAUSE:
• That’s where your customers are
• It’s cost effective
• It’s measurable & highly accountable
• It’s real time
• Your competitors will be
www.traffika.com.au

11. ONLINE STRATEGY IS BUSINESS STRATEGY
• What is your business strategy?
• How does your strategy translate to business
objectives?
• How can online deliver these objectives?
• Website design comes last
• Do you even need a website?
www.traffika.com.au

12. AREAS WE’LL COVER TODAY
Search
Social Media
Engines
Measurement Conversions
www.traffika.com.au

13. SEARCH ENGINES
Organic
Search
Local Paid
Search Search
www.traffika.com.au

14. ORGANIC SEARCH
SERP: Search
Engine Results
Page
Organic Search
results
Onsite:
Relevant, fresh
, unique &
72% of quality
searchers use content
organic results
Offsite: links
from other
websites (back
links) count as
votes
www.traffika.com.au

15. ORGANIC SEARCH RESULT
Title tag:
-Keyword rich
- Grab attention
- 64 characters
- Write like ad headline
Meta Description:
-Keyword rich
- Sell the click
- 157 characters
- Write like ad body
www.traffika.com.au

16. WAR WAGED KEYWORD BY KEYWORD
• SEO starts and ends with the RIGHT keywords
• Do your research:
– Volume
– Intent
– Competition
• Tools to help:
– Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
– Market Samurai www.marketsamurai.com
– Wordtracker www.wordtracker.com
www.traffika.com.au

17. 5 TIPS FOR SEO COPYWRITING
1. Write for people not Search Engines
2. Use the keyword in the H1 tag
3. Use the keyword in your body copy
4. Link between pages on your site using
keywords as the anchor text
5. Where it makes sense keep to 1 keyword
theme per page
www.traffika.com.au

18. PAID SEARCH
Instant traffic:
pay-per-click
auction
Combination
of price &
quality
determines
where your ad
Just 95 ranks
characters to
tell your story
28% of
searches click
on paid ads
www.traffika.com.au

19. PAID SEARCH AD
Headline:
- 25 characters
- Create awareness & interest
- Relevant to search intent
Body Copy:
- 2 lines x 35 characters each
- Create desire to click
- Strong call to action
- Relevant to search intent
Display URL:
- 35 characters
- Same as the domain its
going to
- Relevant to search intent
www.traffika.com.au

20. PAID SEARCH BEST PRACTICE
• Know your objectives first:
– What are you measuring?
– Brand v’s direct response
• Keep your keyword themes tight:
– Segment then segment your segments
– Group keywords by intent
– Write ads that are highly relevant to keyword
– Landing page must match keyword intent
• Always be testing:
– Test, measure, optimise, repeat
www.traffika.com.au

21. 5 TIPS FOR WRITING PAID SEARCH ADS
1. Highlight key differentiating points
2. Use capitalisation to your advantage
3. Pre-qualify the click
4. Use the keyword in the body copy
5. End with a strong call to action
www.traffika.com.au

22. LOCAL SEARCH
Top results on
page 1
20% of all
search has
local intent
www.traffika.com.au

23. GOOGLE PLACES LISTING
Profile
Map
Contact details
Content
matters. Use
the right
Photos & Video
keywords
Reviews
www.traffika.com.au

24. OWN THE 3 SEARCH ENGINES
Paid
Local
Organic
www.traffika.com.au

25. SOCIAL MEDIA STRATEGY
• Having a Facebook page or a Twitter profile IS
NOT a social media strategy
• Social IS a powerful communication
platform, treat it like you do your business
phone
www.traffika.com.au

26. SOCIAL LANDSCAPE
www.traffika.com.au

27. SOCIAL MEDIA IN AUSTRALIA
Facebook 75%
YouTube 70%
Wikepedia 65%
Yahoo Answers 48%
Friends Reunited 37%
Twitter 35%
Flikr 34%
Whirlpool Forums 33%
Yahoo Groups 33%
Photobucket 28%
Blogger / Blogspot 24%
Bebo 23%
LinkedIn 22%
Windows Live Spaces 18%
0% 10% 20% 30% 40% 50% 60% 70% 80%
*Source: Neilson Online Social Media Report March 2010
www.traffika.com.au

28. 10 ESSENTIAL SOCAL MEDIA
ELEMENTS
1. Goals
2. Objectives
3. People
4. Measurement
5. Content
6. Listening
7. Conversation & Engagement
8. Community
9. Tools
10. Policies
www.traffika.com.au

29. FACEBOOK EXAMPLE
www.traffika.com.au

30. FACEBOOK EXAMPLE
www.traffika.com.au

31. TWITTER EXAMPLE
www.traffika.com.au

32. YOUTUBE EXAMPLE
www.traffika.com.au

33. LINKEDIN EXAMPLE
www.traffika.com.au

34. SLIDESHARE EXAMPLE
www.traffika.com.au

35. 5 SOCIAL MEDIA TIPS
1. Start by listening
2. Be authentic – give value to get value
3. Only do what you can effectively manage –
who will answer your social media phone?
4. Use the right tools to connect everything
5. Keep your branding consistent
www.traffika.com.au

36. THE MOST POWERFUL ONLINE MARKETING
SECRET
• Optimising your web page for conversions is the
smartest marketing investment you can make
• Dramatically increase your sales without spending a
single cent more on advertising
www.traffika.com.au

37. ONLY 2 THINGS MATTER
WIIFM HDIGI
• What’s In It For Me? • How Do I Get It?
www.traffika.com.au

38. PART ART, PART SCIENCE
• Page layout
• Design
• Copy
• Calls to action
• Forms
• Navigation
• Tools to measure - A/B Split & Multivariate experiments
www.traffika.com.au

39. DOES SIZE MATTER?
• Our experience has found:
– Short form works better for:
• Competition entries
• Downloads (whitepapers / info packs)
• Email database generation
– Long form works better for:
• Considered purchases
• Information products (where trust needs to be built)
– Multi-step funnels work better for:
• eCommerce
• Detailed information products
www.traffika.com.au

40. BEFORE OPTIMISATION
Control page
www.traffika.com.au

41. 1st OPTIMISATION
Simple & clear
benefit
statement
3rd party
endorsement
to build trust
& credibility Product shot to
create emotion
Very clear
what happens
next
Testimonial for
Moved navigation credibility
to bottom
www.traffika.com.au
Strong & obvious
call to action

42. FOLLOW-UP OPTIMISATION Moved
testimonial
(picture / copy
rotates)
Exclusive offer
for email
member ‘never
before
published
Emphasised recipe
FREE
Removed
navigation – Moved call to
www.traffika.com.au
no exit action to
strategy bottom right

43. GOOGLE ANALYTICS
• Free tool for measuring online performance
www.traffika.com.au

44. TOP 7 TAKE AWAYS
1. Consumer behaviour has changed forever – how are you
adapting?
2. Ensure your websites are SEO and Social Media friendly
out of the box
3. Own the keywords that define your business on all 3
search engines
4. Write online copy for people but include your keywords
5. Who will answer your social media phone – only do what
you can manage
6. Continually test and optimise your web pages for
conversion – it’s the smartest investment you can make
7. Use Google Analytics to measure and monitor your
performance over time
www.traffika.com.au

45. CONNECT
facebook.com/traffika
twitter.com/traffika
slideshare.net/traffika
traffika.com.au/blog
www.traffika.com.au