Blog / Creating Website Traffic
If you are creating a new website from scratch, then you will want to ‘build in’ traffic generating techniques from day one.
If you currently have a website and are not looking at developing a new one, it’s worth evaluating your current traffic generating activity.
It’s important to remember that you do not just want any traffic; you want to focus on attracting high quality traffic that leads to conversions and ultimately new customers.
The key ways to attract traffic to your website are:
Search Engine Optimisation (SEO)
Usually most traffic for a website is generated by search engines such as Google and Yahoo. This traffic is free and is the ultimate goal for anyone serious about developing a hugely successful website and online marketing strategy.
If you want to generate as much relevant traffic as possible, then your website strategy must involve building a website that is search engine friendly.
This is a big topic which cannot be covered in a single article, but in essence your website must have highly relevant content and copy which builds the relevancy and strength of each page so that they rank well for searches.
A search engine can only read text. When the search engines visit your website to view what is on each page, the text they see must be written in such a way that the search engine can understand exactly what each page is about, so it can offer your page as a relevant match to a searcher.
Tightly written ‘clean code’ is another essential element to good search engine optimisation.
In short, you will want to work with a search engine marketing expert, and a website developer who understands how to create a search engine friendly website.
Pay Per Click Advertising
While search engine optimisation is the ideal way to generate large volumes of traffic for your website, it can take months and even years to get anywhere near to a first page listing in a search engine.
And although clicks from ‘organic’ or ‘natural’ listings on Google are free, anyone who has seriously implemented an SEO strategy can tell you that it is often anything but free.
They have either paid many tens of thousands to an SEO professional to target a list of keywords, or have paid the indirect costs of members of staff who have devoted huge amounts of time and effort in pursuit of high search engine rankings for important keywords.
Pay Per Click Advertising, using programmes such as Google AdWords, can rapidly get your website landing pages onto the first page of search engine results.
If your goal is to quickly increase traffic, then Pay Per Click advertising will play an important role in your online marketing strategy, and the development of your website.
In addition, not only will this increase traffic, the statistics generated will give you immensely valuable information about search engine marketing, which can be applied to your search engine optimisation, so in time your ‘paid for’ traffic can become free traffic.
There are two good reasons for using online directories.
The first is that by submitting to directories you will build the number of links directed at your website. This improves search engine rankings for your website. This is hugely valuable and a key to any search engine optimisation strategy.
The second is that by subscribing to (and sometimes paying for) listings and links in high-traffic, relevant and industry specific directories, you can drive quality traffic to your website.
For example, if you are a franchisor, you can list your franchise with a range of franchise directories, including your basic details and a description of your franchise offering. This listing will usually include a link to your website, or at least your website address, and can result in good volumes of high quality leads.
Recent Google algorithm changes have penalised website owners who have ‘over optimised’ their website by aggressively developing a huge number of links from directories (especially poor quality directories) so this should be balanced with links from other kinds of websites and sources to avoid being penalised.
Email broadcasting is not only be a very profitable marketing strategy in its own right, it can, with the right effort put into creating compelling and relevant emails or newsletters, become a strong source of traffic for your website.
Usually this involves emailing opt-in lists of customers or prospects that have freely given you their email address and other details.
Writing and publishing authoritative articles on your area of expertise can produce significant volumes of traffic to your website. In the past this was a strategy that got a bit (a lot actually) out of control with some websites creating and distributing articles on an industrial scale to generate inbound links and traffic.
Predictably the search engines have wised up and now take into account the quality of the website where articles are published, and they also look at the overall link profile.
Integrating your ‘offline’ marketing with your online marketing and website can be a hugely profitable exercise. After all, even Google uses direct mail and magazine advertising to promote their services.
A good example of this is when you write to prospects or clients offering a Packaged Information piece in the form of a White Paper, Report or Guide, sending responders to your website to complete a request form.