What are the top sources for Website Traffic?
We have seen vast sways in traffic generation strategies over the past 17 years. From the original search engine Banner Ads on Excite and Altavista to Organic Listings, Pay-Per-Click and Social Media. All in all, there are dozens of opportunities to gain or increase website traffic.
So what are the top ways to get more traffic? The answer to the question can get very complex and diverse. It can depend on product vs. service offering, whether a business is B2B or B2C, demographics, need vs. want product and service types, and competitive nature of the sale.
Organic Traffic driven through a committed and professional search engine optimization (SEO) strategy will increase traffic. The quantity and quality of traffic will depend upon the selection of the correct keywords and keyword phrases, writing quality titles and meta descriptions, competitive analysis, and identifying the best niches or upside opportunities.
The down side to organic listings is that they aren’t ever permanent and shouldn’t be thought of as evergreen. Any competitor that’s worth their weight will be pursuing the same organic listings as everyone else in a given business sector. Therefore, it takes work to maintain the top listings when and if you get one.
The largest untruth about search generated traffic is that it accounts for most if not all website traffic. The reality is that search traffic only accounts for 45-55% of traffic depending on type of business, product, or service. Concentrating on search traffic alone could be costing you 50% of your online revenue!
Content/Social marketing encompasses many individual components that, when compounded, can pick up the majority of the remaining revenue!
So what is content/social marketing?
Content can be comprised of text, video, images, and infographics, depending on how they are presented to the reader or viewer. Social Marketing is normally thought of as Facebook, Twitter, and Linkedin but can also include Quora, Pinterest, and other social oriented channels and sites.
Another element that is playing role in the rise in popularity of content and social marketing is the changes that Google has made to it’s indexing and ranking algorithm in the past 1-2 years. Google is single-handedly forcing the use of higher quantity and quality of content. Business owners, managers, web design, and marketing firms are feeling the pain of getting punished for duplicate content, thin content, poor quality content, poor web designs, and lack of proper use of calls-to-action and stickiness factors.
Where is the first place to start?
If your an Ecommerce company we recommend reviewing your existing content. Make sure your using original short and long product descriptions as well as technical specifications or additional product information. Remember that your main product or category landing pages should be written to be read and should coincide with the originating traffic generation element.
All websites should have a blog! Blogs not only generate their own traffic but they also increase search engine rankings for search marketing campaigns. Blogs play a valuable role across most content and social marketing channels. Blogs are compounded with Social Channels, RSS Feeds, Directories, Blog Listings, and even Email campaigns.
The largest advantage with Content/Social Marketing is it’s built in Evergreen capability. Blog posts or articles, when well written and distributed, will survive online for months and years to come. They can also be repurposed and renewed in the future to reenergize their affects of traffic generation and SEO.
Search marketing only lasts as long as your listings are at the top of the search engines. When they fall, so does the traffic.
So what is the take away from this article? It is hardly ever wise to rely on just one form of advertising or marketing. Search marketing is well worth the time and investment and should be pursued by any company that has a serious online strategy. However, in addition to search marketing, content/social marketing should become an important and almost necessary strategy as well. Remember that your competitors are most likely too lazy to attack both marketing opportunities…