DIGITAL – EXCLUSIVE SERIALISATION


looking at and the technology is there to visualise the product with their name. Suddenly the product becomes much more personal to them.


HOW TO RAISE THIS KPI—TRAFFIC GROWTH Tis KPI is constrained by all the other KPIs given that average order value, add to basket and basket to order percentage dictate how much traffic you can buy profitably. Of course if you could get traffic for free then your mission would be complete but most of the time you can’t. Te above said, there is still a lot you can do to increase traffic


Firstly SEO: • A good content strategy is essential for SEO traffic. Start by answering the questions that people ask on Google surrounding your product. You can find what questions people have in the search query history of your AdWords account. Another good place is to look at the query report in Google Webmaster Tools, as this shows the search queries you appeared on but didn’t actually get clicks. Use the filter to look for why, what, when, how, and you are bound to come up with a few gems.


• Use a tool like AHREFs to find the most popular and shared content in your niche; use this to get ideas for content.


• Find the top bloggers in your market who rank well for search terms you would like to do well on. Ten scan their site with Screaming Frog to find their external links; spot the kind of content these


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influencers like to link to. Ten create content they are more likely to link to on their site.


• Also scan the top bloggers’ external links to find content that has been removed, recreate the resource on your own site and then notify the blogger; they might link to you instead.


• Create glossaries of terms used in your niche so that people find it on your site and share it.


• Scan the site with Screaming Frog to check for: » Broken internal links. » Excessive internal redirects to fix.


» Pages missing H1 and H2 titles.


» Pages missing titles. » Images missing alt tags. » Issues with your robots file.


» Googlebot loops from incorrect internal links.


• Make your site load as per Google Analytics under four seconds on average. Google likes fast sites.


• Use AHREFS to find your top content. Tese are your ‘power pages’; use these pages to link to other pages that you want to rank better. Pick pages that you want to move up that are at the bottom page one on the search results.


• Pay particular attention to the title tag on the home page and the use of keywords on the main page titles of your site. A tweak here can usually do wonders.


ADWORDS AdWords is one of the biggest areas to grow traffic and a good


AdWords and Google Shopping strategy is a must. We are only going to mention a few things here as there is a whole other book we have written just on this subject. • Make sure there are no errors or warnings in the Google Merchant centre for your feed. Even warnings affect the amount of clicks you get considerably.


• Use all the ad extensions available to allow Google’s artificial intelligence to build an advert that works well. Price extensions, review extensions, callouts, sitelinks—the whole bundle.


• Pay particular attention to search queries every day and go through each one. Yes, it’s a lot of work but it will give you an edge over the set and forget competition.


• Optimise your product feed; most merchants don’t and it’s a competitive advantage.


• Get a Google rep as they can opt you into betas and other experiments that can prove very lucrative. Tey can also see dashboard stats on your account that you cannot see.


• Try split testing with the different bidding models. Google’s AWE is getting better each month—you probably won’t be able to beat the machine soon.


• Pull off your competitors’ keywords and best ads; don’t start writing yours from scratch, stand on the shoulders of giants.


• Look at the best campaigns for your products in other countries—USA, Australia, UK, etc. Look for great advertising copy that you can


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