Whether your website is old or new, driving traffic to your site is one of your primary tasks as a marketer. But with new philosophies, techniques and tools popping up at every corner to shape and reshape the digital landscape, you may be on information overload, trying to figure out the best way to make your URL known – and visited.
While new approaches to increase website traffic vary in their effectiveness, there are a few tactics that are tried, true and just as effective as ever:
Define your website’s reason for being. Begin with a clear understanding of your website’s primary
purpose. What are your key goals for the site? Do you want to raise brand awareness? Make people pick up
the phone and call you? Sell a product line? Distribute content? Who is your audience, and what will drive
them to action? There are many potential applications for company websites; knowing the hierarchy of your
goals will help define messaging and calls to action, and guide the type of content you use to attract people
to your site.
Blog well and often. Writing interesting, informative blog posts that are relative to your audience gives
visitors a reason to 1) return to your site and 2) refer other people to your site. Keep content fresh and
conversational. Alternate opinion pieces with how-to’s, listicals, infographics and by-lines. Always make sure
your content is optimized around keywords to boost traffic from organic search. And be sure to provide an
option to subscribe, so you can collect valuable information on prospects for use in campaigns and continue
to entice them with new content.
Finally, get in touch with industry leaders who blog about topics relevant to your customers, and ask them if
you can contribute as a “guest blogger.” They’ll likely be happy to get free content, and you’ll reach more
target customers. Inviting others to be a guest blogger on your site can have the same result.
Content is still king: Most companies have a bunch of content, but it gets stale quickly and may not be
optimized for search. Google can tell and will rank you lower if your content is old. The goal is to create new,
fresh content that is timely and useful to your audience. Creating “link bait”—content that’s so useful and
informative that people are compelled to link to it in their own stuff—is also a critical component to search
engine ranking algorithms. It’s important to offer both open and gated content—open content whets your
viewers’ appetites, so they’re more willing to fill out a form and download a longer, meatier asset. Other asset
types such as podcasts, videos and guest interviews can be quite compelling and break up the flow of
expected blog posts, whitepapers and eBooks.
You can still use the old content—just be sure to update it and optimize it with the highest performing
keywords. Start tracking your keyword rankings with tools such as MOZPro, SEMrush or others, so you know
which ones work best.
Get Social. Social media is a must, and proves extremely effective if done well. You should promote any blog
posts and content using leading social channels, starting with Twitter, Facebook and LinkedIn. A short,
provocative tweet with the right SEO keywords can drive lots of traffic, and Facebook and LinkedIn allow
space for longer descriptions. Enhance your posts with photos– research has found that adding a
photo URL to your tweet can boost retweets by 35 percent.
Also, don’t forget to advertise. Social advertising on Facebook, Twitter and other social networks is still
relatively inexpensive and allows you to segment by demographics and target by keywords, so you reach
your target audience.
Driving new and repeat traffic to your site is an ongoing endeavor, one that requires forethought and perseverance. So before you try new approaches, master these four proven strategies. Know your goals, create relevant content, and make sure people know about it—and you’re sure to see site traffic surge.
Need help with your website? Drop us a line—we’d love to chat!