Not all website traffic is created equal.
There is traffic that has the potential to convert and fulfil a pre-defined business objective and then there is everything else.
Are you fed up of having a business website that attracts visitors that don’t convert? Then read on as I am going to discuss 7 ways to drive high quality targeted traffic to your website. The kind of traffic that is likely to convert.
So how do you get the traffic you actually want?
1. Produce content which helps your target audience. Content is the fuel of any business digital marketing strategy and the right content will drive potential customers to your site. When people want answers these days they ‘Google it’. In fact 20% of Google searches each day have never been used before. Businesses can use this to their advantage by creating content that addresses the challenges their customers face so that when they are searching for answers on Google they end up on your website.
OK, so they probably won’t immediately convert and become a customer. But you will have generated brand awareness amongst your target audience, and with enough content you will establish yourself as an authority in whichever industry you operate.
2. Do regular keyword research. This point leads on from the first tactic. Doing regular keyword research will ensure you sweep up any keywords you may have missed and ones that may not have been around when your website was initially launched. If content is the fuel for your digital marketing campaign, relevant keywords will increase your fuel’s octane rating. Relevant keywords are what drive quality traffic to your site. Good content is what keeps them there and encourages them to convert.
Alchemy magic – Regularly creating helpful content, optimised for the keywords your customers use, will drive quality traffic to your website.
3. On site SEO. To give yourself the best chance of attracting quality website traffic, on site SEO is essential. A whole post could be written about this topic but the essential things to have in place are:
- Meta titles, description, heading and image alt tags optimised for keywords your target audience are likely to use
- No issues with pages having duplicate content. This can harm your search engine rankings.
- No pages with ‘thin content’. There are probably as many definitions of thin content as there are SEOs. However for the purposes of on-site optimisation, a page with thin content doesn’t really serve a purpose to a website visitor. So to avoid any thin content issues and getting into trouble with Google, ensure that all pages on your website contain relevant content that is well researched and written and actually help your intended visitor. If you are still confused about thin content, Moz wrote an excellent post about it here.
- Site architecture is such that it is easy for search engines to spider and users to navigate. A common rule of thumb is the 3 clicks rule which suggests that users of a website should be able to find what they need within three clicks of a mouse.
4. Link building from sites your target customers visit. SEO is constantly evolving and what was working 3 years ago won’t now. However, one thing that has remained constant since the dawn of Google has been the power of links to help a website rank. The way in which link building is conducted has changed dramatically in recent times.
For example, acquiring low quality links from generic web directories no longer cuts the mustard. Any links built need to come from relevant sites in your niche or closely related ones. For example if you are in the health and fitness business, links from health food and body building blogs may be good choices to try and get links from. Links are far more than a source of increased search engine rankings. They are also a source of relevant traffic.
Alchemy magic – When link building first ask whether the link will deliver relevant traffic to your website.
5. Build relationships with influencers in your niche. By influencers I mean people in your industry who have a large online following consisting of your potential customers. Building relationships with influencers will help amplify the content you produce amongst a relevant audience you don’t yet have access to.
For example, say I run a business that sells health food products. I produce regular blog posts about healthy eating each week. But my Twitter and Facebook following is low, so when I share my content, I don’t have a very high audience reach. In this situation, building a relationship with @Snack_Girl_, a healthy food blogger from Massachusetts with a Twitter following of over 85K, would be ideal for me. If my blog posts were high quality and relevant to people interested in healthy eating, she may share my posts to her vast following, providing my healthy food business site with a source of high quality traffic.
6. AdWords. Pay per click (PPC) advertising through Google’s search and display networks, is a very effective way of delivering traffic to your website interested in buying your product or service. PPC is a useful tactic to employ during the initial stages of an SEO campaign, when organic traffic is low and a boost is needed to deliver quality traffic that will convert into product sales.
7. Forum marketing. This is a somewhat overlooked tactic these days, possibly because forums aren’t as popular as they once were. However, if your buyer persona is active on them, so should you be. Forums are a great way to build relationships with potential prospects by answering any questions they post on the boards. Doing this is a non-salesy way will establish your business as one that your target audience can trust. They will see how your posts offer free expert advice to other forum members and be intrigued to find out more about your brand by visiting your website. Forum marketing does take time and persistence, but in the long run can be a valuable source of relevant traffic.
And there you have it, 7 tactics that will deliver quality traffic to your website. There are of course many more but I am sure you don’t have all day to sit around reading blog posts!
It’s now time for you to get stuck in to putting these methods to the test.