Let’s look at Google search, there are other ways to direct traffic to your website but Search is still the most common and Google has 90% of the UK search market.

1 Get found

• Organic Search-You want to appear towards the top of page 1 of the organic results for your search term. People will very rarely go past page 1 when searching.  How do you do this? Rather by conducting a search engine optimisation campaign or targeting a niche market that the competition is weak in.
• Google local business- Register it is free, quick and simple to do. It is highly effective and is the source of many of our customers website traffic for the first few months of their website going live
• Adwords- Lots of people are worried about the effectiveness of Adwords, wasting money on clicks that come to nothing, competitors clicking and wasting their budget etc.  Virtually every major company in the world use Adwords many buy their own name, if these companies, who have full marketing departments and measure the effectiveness of every piece of marketing they do use Adwords, then this is a convincing endorsement to me! My advice, get a professional company to set up your campaign and monitor it closely.

2 Click Through Rate
Once you appear on page one you still need to actually be clicked on to get the customer to your website. By targeting organic, local business, and sponsored searches you are increasing your chances of having multiple listings on the first page. Multiple listings obviously multiply your chances of being clicked.

• Organic- Make sure your title tags and meta description are formatted well, descriptive and inviting to encourage click through.
• Google Local Business – Fill out as much information as possible! Where appropriate opening times, payment methods, photo’s etc. Try to get customers to leave reviews.
• Adwords- Follow Google’s advice on how to structure your advert, this advice will make a big difference to you click through rate.  

3 Conversion
What is a conversion? That is what you need to decide when constructing the web page! If it’s an enquiry via E-mail or phone these need to be in clear view with a call to action I.E 0800 000 000 CALL NOW! If it’s a purchase the checkout procedure needs to be obvious and simple to do. The page needs to have a simple clear message if people cannot find what they are looking for quickly and easily they will go somewhere else!

4 Monitor, Analyse and Adjust
Google offer Analytics free of charge. This is an accurate and comprehensive tool for monitoring the visits to your website. Analytics can show you how many visits you’ve had each day, how long they stayed how many pages were viewed, what search term was used to find you, bounce rate etc etc. Your website should be a constantly evolving and adapting entity. Monitor the results in analytics and make changes where appropriate to get more work from your website!