Online Traffic: Comprehensive Guide to Getting Traffic for Your Website
In the world of digital advertising, there is not a lot that can ensure an increase in profit. That is except for one: online traffic. An increase in the flow of
online traffic coming to your website will also increase the likelihood that
someone is going to convert into a paying customer.
Before the Internet, boosting your business’s online traffic is a simple affair of passing out brochures and paying for billboards. In this day and age, you will need to get creative.
Thus, you will need to learn how to get traffic and promote a business. But before anything else, there are a few issues we have to address first.
Before you go about trying to find ways to boost online traffic to
your business website, it would be a good idea to understand why you have to do it in the first place. As such, here are some things that need to be clarified first.
Why Is Website Online Traffic Important?
So, why learn how to get web traffic and promote a business website? The simplest answer is that traffic connotes business growth. A website, at the very least, is a platform where people can get to know more about your brand online. But if you know what you are doing, you can incorporate your website into the sales funnel. So, instead of just a mere online platform, it can be a place where people can convert into customers.
Traffic will tell you if that conversion is happening regularly and in what
magnitude. It can also tell you which segments of the market you are effectively targeting, and which ones you need to focus more on. Lastly, it will tell you if any of your online marketing and SEO tactics are effective in driving people from your different marketing handles to the brand itself.
What Kind of online Traffic Are You Aiming for?
Many do not understand is that traffic on its own does not connote growth,
What you are looking for is quality traffic i.e. traffic that comes with engagement,
Think of it this way:
if one hundred people come to your store for an hour but none of them
decided to buy something, was the traffic meaningful?
The answer, obviously, is no.
Thus, it is not enough in online marketing that people come to your website and browse your pages. They must be funnels to the sales conversion process so at least one of them becomes a customer. There are many ways to do this such as improving your calls to action or making the site navigation experience user-friendly. The point is that visitors to your site must be doing more than just looking through what you have to offer.
It’s an Entire Campaign, Not Just One Strategy
So, which strategy on how to get traffic and promote a business works? The answer is all of them. Each tactic that you will learn has its own strengths and drawbacks that can work great, depending on your situation.
But here is the thing, though: you can’t rely on one strategy to generate a lot of traffic. It will require you to use multiple channels, strategies, and content types as you learn how to get traffic and promote a business website.
It would not matter if you use blogs, SEO, or social media to increase your presence in the online world. What is important is that you take advantage of every available tool out there and add them to your arsenal of online marketing tactics. If done right, you might just see a healthy boost in site traffic which would ultimately lead to an increase in profit.
With these out of the way, it is time to learn the different strategies that you can use to drive traffic to your site.
Online Traffic Do Keyword Research
This might not be exactly a tactic on how to get online traffic and promote a business but keyword research is still a preparatory act for any marketing campaign. Keywords are essentially the lines and phrases that people you are trying to target usually type in the search box to look for information that your business can provide.
Essentially, keyword research helps you understand the mind frame of your audience so you could adjust the way you present your content. With these keywords, you can create content that is bound to answer whatever query your audience has.
Of course, the search engines have their rules as regards the incorporation of keywords. It has to be natural and does not break the line of thought of your content. It also has to appear at the right amount in your pages as stuffing can cause a demotion in the SERPs.
There are several tools that you can use for research which include SEMrush, Ahrefs, and Moz. You can also hire an SEO agency to do this (and other SEO-related strategies) if you have the budget for their services.
Optimize Your Google Business Profile
A listing with your Google business profile is one way to funnel more traffic to your website. This is because Google is pushing more of these business listings whenever a person makes a query in their search engine.
So, if your listing has the information that could answer a certain query, it will be pushed more to the top to be noticed by users. Here’s the trick, though: your profile must be complete.
To make it complete, you must provide every basic information that a user tends to look for. This will include opening hours, an address, and a contact number. If you have pictures of your business, you should also submit them to Google so they will be incorporated in their map database.
Lastly, you can also choose to include customer reviews and ratings as well as an FAQ section. What makes this tactic even neater is that you can optimize your business profile within minutes.
Online Traffic Use Paid Channels Smartly
Perhaps the easiest strategy on how to get traffic and promote a business is to use conventional online marketing strategies. Things like paid ads, social media ads, and pop-up display ads can still be effective traffic generators if you know how to use them.
What you need to know is that each paid channel like Google, Quora, and Linkedin has its own pros and cons when it comes to generating traffic. The trick here is in using keywords with high buying or commercial intent.
Keywords like “discount”, “Product comparison”, and “top” are just some keywords with strong commercial intent as people tend to use them when looking for products to buy online. By using these for your paid content, your pages will be pushed more by the channels to answer particular questions.
Many on-page SEO tactics focus on how to get traffic and promote a business. However, the best ones tend to take advantage of the very layout of SERPs.
You have to remember that a lot of users don’t have the time of the world to go through an entire page just to make a buying decision. They will look at the descriptions of each result and see if it answers their query.
Take advantage of this by improving your meta-descriptions at the bottom of the URL. These descriptions do not have to give away what your content is going to show, but at least, it should pique the interest of the viewer in one glance.
A good meta-description can answer the Five Ws (What, Who, Why, When, and Where) in 1 to 2 sentences. Also, they do not take a lot of time to make.
Get Your Headline Right
Like meta-descriptions, your headline should tell the reader what they are getting themselves into with just a few words. Without a good headline, any strategy on how to get traffic and promote a business will be useless as no one will notice your content.
The trick here is simplicity. Essentially, the headline must mirror the usual keywords used by a person when looking for information. If they are looking for “top restaurants in India”, then the headline can be a variation of that phrase.
Once your headline answers that query, you can then start on making it stand out. Sites like Buzzfeed are experts in the art of making a headline as most people will click-through their pages with just how they phrase their titles.
However, Google is quite clear that the title in your pages must fit the content that they contain. If you resort to click-baiting by using a shocking yet misleading title, your pages will be significantly pushed lower in the SERPs.
The truth is that guest blogging is still one of the more reliable tactics on how to get online traffic and promote a business. Guest blogging works in two ways. First, you can appear in the blogs of other brands and post your content there. Second, you can invite other people to publish their content on your blog.
The effect here is quite direct. By connecting your brands, you and the other business can funnel traffic to both of your sites, which should drive engagement and sales. At the same time, you can expand your influence and build relationships with other businesses in the world.
A word of warning, though: guest blogging may not be obsolete but changes in the algorithm have caused the standards to change as well. If you post the same content in different blogs without any form of alteration, then Google will mark it as spam. That will cause your pages’ rankings in the SERPs to go down significantly.
Online directories and review sites are also quite effective as a tactic on how to get traffic and promote a business. This is because there is not much that you have to do but get listed and the directories and review sites will do the rest in generating content for your brand.
However, you have no control over the content being published there because the newsworthiness of the content there is dependent on the public’s perception of your brand. One good example of this is restaurants that are at the mercy of review sites like Yelp. If people like their food, then the incoming traffic will be healthy. If not, then any surge in traffic will be chalked up to negative publicity.
That being said, the key to taking advantage of listings is making sure that the overall customer experience your business generates is good. You will find referrals to be a strong drawer of traffic, especially in local online communities.
Diversify Your Content
Content remains a crucial factor in generating traffic for your business. Well-made content will both answer a person’s query on the search box while also generating enough interest for them to engage with your brand.
And this does beg the question: what kind of content should you focus on to find out how to get traffic and promote a business? The answer depends on what your business needs.
First off, you need to find what kind of topics your brand can resonate with the most with your audience. Once you find this out, you will then have to create a content production schedule. If possible, you have to vary the type of content you publish.
Short-form news content is ideal for engagement and informing your readers of current events while long-form content can be used to go in-depth with one particular sub-topic. Aside from content length and type, you should also keep your content multimedia as they rank better than those that purely use text, video, or images solely.
One other problem you have to address in finding out how to get traffic and promote a business is the frequency of your content. Some brands are good with daily posts while others have a better impact with weekly releases. Whatever the case, you have to be as consistent as possible when creating content.
Go to Where the People Are (and Stay There)
The most direct method on how to get traffic and promote a business is to go where the people gather online. And where people usually are online is in the different social media channels.
Now, setting up an account in sites like Facebook, Instagram, Twitter, and YouTube is a good start, but you have to go further than that. You have to make sure that your presence there can be felt.
A good start here is using your social media to publish content that links back to your pages while also regularly updating your information. However, you can do further by starting a conversation with your audience through the comments. Using hashtags is also recommended as this allows you to connect your brand with an ongoing or trending event.
And if you are lucky, you might even create an entirely unique social media persona based on your brand. This is what happened with Wendy’s Twitter handle which allowed them to engage with your audience in an entirely unique and hard-to-replicate manner.
Online Traffic Use Paid Ads
A paid ad is one of the most direct ways to get traffic to your site. This is because all of your ads will be shown at the topmost portion of the SERPs. What that means is that the content you paid for will always be visible in every relevant search query done.
The only drawback here is the cost as you will have to pay between $1.00 and $2.00 for every person that clicks through your ad. If you are learning how to get traffic and promote a business on a budget, then this strategy might not be sustainable.
If you do choose this strategy, you have to be smart with your budget. If you choose pay-per-click ads, for example, it would be a good idea to start small. Perhaps one campaign is enough here as it lets you understand what keywords the audience use for searches. You might find out that some keyword searches lead to conversions while others do not. The point is that you can use the paid ad strategy to do some scouting on your own while generating a modest amount of traffic.
Use Schema Microdata
Schema Microdata is not exactly a strategy on how to get traffic
and promote a business as far as user engagements are concerned.
Instead of targeting people here, you will be targeting the search engine bots.
How it works is rather simple: adding certain words and tags to the HTML code of your pages makes your content all the more visible to
the search engine AI.
If the embedded phrase matches the search query, then the search AI would place your pages at a higher rank at the SERPs.
One other benefit of schema microdata is that it tidies up your snippets at the SERPs. With the keywords being automatically shown in the description of each result, the click-through rates for your pages will improve.
The only flaw with this strategy is that it would be quite easy to render it
obsolete with one algorithm update. However, no search engine has completely done away with schema microdata so it is still a viable option. Also, you need to know exactly where to put the keywords in the HTML code.
Talk with Industry Experts
One neat way to generate traffic to your site is to present ideas from a point of authority. One way to do this is to have an interview with some leader in a particular industry.
Your primary concern at this point would be getting a hand of these people in the first place. You might be surprised at how willing a lot of experts and leaders
are to talk with someone for the sake of it (or for a fee).
Just email a leader in whatever industry your brand focuses on and wait for their response.
The key to a successful interview is always control. You have to direct the conversation without making the interviewee uncomfortable. You have to prepare a script and find ways to inject topics while keeping the conversation free-flowing.
Once you have your interview, you would be surprised at how you could use it to your advantage. Depending on the recording medium, you can either publish the entire thing on YouTube or Spotify. You could also use the conversation as part of your content. You can even use snippets of the interview to talk about specific
topics or use it as a basis for a future interview.
The possibilities with one recorded interview are endless if you are creative.
Online Traffic – Fix Your Site
All the strategies you learned on how to get traffic and promote a business
will be useless if the overall site experience is terrible. For starters, your site must have a layout that looks modern and professional.
Next, the transition from page to page must be seamless with enough
hints as to where the person should go next.
That would also require you to mind at what point in the customer conversion process that customer should be as they go through your pages.
Lastly, your site must be mobile-friendly. That means it can easily be accessed through a mobile device by instantly downsizing to fit a smaller screen without sacrificing a smooth navigation process. If a mobile user has to fumble through pages on your website just to get what they want, you are basically telling
them to be a paying customer for some other company.
Is web traffic really that important? The answer, honestly, is No if we are
talking about Traffic on its own. Raking in site visitors by the thousands from each
channel you used might look impressive but it does nothing for profit if it has to stand
by its own merit.
However, it can lead to sales if you use the right strategies to target
your audience and push them through each step of the customer conversion process. Thus, every strategy on how to get traffic and promote a business must lead to one goal: sales. Without an increase in sales at the very forefront of your mind, then going
out of your way to invite more to your brand will be an exercise in pointlessness.