Increase Traffic: How To Drive Website Visitors
Increase Traffic: How To Drive Website Visitors – Your website can be a powerful, profit-producing machine when all facets are handled correctly.
However, in an environment where the internet, eCommerce, and the entire digital space are oversaturated, competition is fierce–and it’s hard to know what’s correct.
As such, getting traffic to websites is exceptionally challenging–especially when you don’t know the fundamentals.
Sure, you aren’t going to become a website traffic expert or search engine optimisation master overnight, or maybe ever. Still, the more you know, the more informed decisions you’ll make with the related strategies.
Read on as this blog explores the many facets and approaches involved in successfully generating website traffic.
What is Website Traffic?
The first step toward generating website traffic for your business is grasping the definition and concept of website traffic. After all, you need to know- precisely – what it is that you’re dealing with.
Defining Website Traffic
Obviously, you can put two and two together.
Website traffic is the people browsing to and visiting your site, whether through their mobile devices, computers, laptops, or anything else. But it’s also so much more than that.
The traffic to website process is much the same as attracting people to any brick and mortar store.
More specifically, without customers in your physical location, nothing you’ve done will matter, and your business isn’t going to last.
The same can be said for website traffic. Sure, you can invest all the time and effort in the world into developing and designing something. Still, if you don’t get visitors, it means nothing.
Attracting Visitors in a Vast Digital Space
Making your ability to generate traffic all the more challenging the vastness of the internet. No matter the uniqueness of your business, there’s an eCommerce rival out there who likely does something similar.
Plus, even if your company has one-of-a-kind appeal, attracting site visitors won’t come easy.
You still need to reach people, clearly convey your message, and provide an exceptional user experience. There’s an entire career’s worth of expertise that goes into making those things happen.
The Need for Specific and Relevant
When it comes to generating web traffic, quality trumps quantity every time.
Again, keep in mind the vastness of the internet. There are billions of people browsing online, heightening the chance of generating the wrong type of website traffic if you don’t follow the correct steps.
On the above note, there are plenty of spam tactics that can inundate your website with a bunch of visitors not interested in what you’re selling. In fact, many of these “users” end up being bots.
These missteps end up generating zero conversions and lead to increased bounce rates.
The trick when you generate web traffic is that visitors are relevant to your business. Whether demographics, location, personal interests, your audience should fit the bill.
With that said, bringing in the relevant traffic most relevant to your business requires that you follow the go-to building blocks integral to any website’s success. And we’ll be discussing those below.
- Website traffic is the people visiting your website. Attracting these people is the key to generating a return on your online investment.
- Specificity and relevance are crucial when generating website traffic since you need to attract visitors interested in your products or services.
- By following the best practices for your overall website strategy, you’ll attract site visitors willing to spend on your business.
Different Sources of Website Traffic.
There are many different ways to attract web traffic to your site. These are all the “basic fundamentals” or “building blocks” that appeal to your target audience, so you’re attracting valuable visitors.
Keep in mind that these strategies, approaches, and methods primarily work in unison with one another. You might find one of these channels is more successful than others for your business, but that only comes through trial and error.
Below, we’ll break down these sources of traffic in specific detail:
Blogging and SEO
SEO and blogging go hand in hand when you’re aiming to generate web traffic–we’ll examine this relationship in detail below:
Increase Website Traffic with Blogging About Your Expertise
With a blog, you’re offering value to your customers.
The best practice for publishing a company blog isn’t to advertise or write PR puff pieces. Instead, posting this written content allows you to provide your audience, leads, and customers with useful information that helps them in their day-to-day lives.
Putting out this content establishes you as an industry leader and expert.
It also builds trust with your audience, who will keep your brand top of mind when they need related products or services.
When it comes to blogging, the results speak for themselves. Studies show that blogs generate 55% more website visitors for the average company, and 57% of these companies have acquired a new customer by posting blogs.
Blogging can be a time-consuming process, getting support from content writers is an effective strategy to boost your blog output while giving you more time to manage the strategic direction you want your blog to focus on.
Blogs Are Versatile
One critical advantage of blogging is that you diversify your content.
Provided you’re already posting on social media and using email marketing, it’s something else to promote and draw interest.
Furthermore, blogs act as a component of SEO in and of themselves. Google loves fresh content, and a consistently published blog means there’s new content on your website frequently.
SEOs and Blogs
First, it’s important to point out that SEO (search engine optimisation) doesn’t only apply to blogs–it impacts all the written content on your website.
However, since your blog will be the most frequently published content on your website, we’ve combined the two topics because SEO rules apply to your articles.
The rules are as follows:
- Headlines used to divide written content give structure to your articles, making them easy to scan.
- Make sure headers tell the reader the topic matter about to be discussed, so they’ll know it’s worth reading in more detail.
- In short, keywords are relevant search terms that you put into your web content so that it comes up when people type in (or voice command) Google queries. (e.g., A Toyota dealership in Lancashire would use “Toyotas in Lancashire” as a keyword).
- Avoid keyword cramming. These search terms should flow naturally within your content.
- Writing About Searchable Topics:
- Put yourself in your target customer’s mind and think about what they’d search on Google.
- Relevant and focused keywords are a perfect place to start when writing about searchable topics.
- Be sure that your content is mobile friendly and caters to voice searches.
We recommend treating keyword research as an on-going activity, not “one and done”. This means your business will be aligned to the topics people most value and you can easily adjust your content with market changes.
Google’s crawlers scan websites for quality search engine optimisation. While there’s no precise formula, most results indicate that Google ranks websites higher when following the above practices to a tee because it makes it easier for them to scan.
Note that search engine optimization requires an analytics tool that shows critical insights such as the competitiveness of search terms.
Click here for a deep dive into the best available SEO tools on the market.
- Publish blogs to create a steady stream of fresh content (which Google loves) and provide value or help to your audience.
- Blogs are tightly connected to SEO, something that should appear in all your content. Search engine optimisation involves headers, keywords, and producing content about searchable topics.
- Use an SEO tool to provide you with further insights and better formulate your search engine optimisation strategy.
Developing A Responsive Website
A responsive website is one that essentially shapeshifts its formatting and designs based on the visitor’s device. Whether mobile or a traditional computer/laptop, performance should still be peaking on your site.
Provided you’ve fallen behind on your website, you might be unaware that webpages aren’t only optimised to desktops and PCs anymore.
Keep this fact in mind: In the first quarter of 2021, 54.8% of global website traffic was generated on mobile devices (not including tablets).
Beyond that, as of January 2021, 79% of smartphone users made an online purchase with their mobile device in the previous 6 months.
Needless to say, you must optimise for responsiveness to the mobile user experience. Otherwise, you’re leaving profits on the table.
Here are some best practices for website responsiveness:
- Use Google’s mobile-friendly tool test.
- WordPress has a responsive theme that you can use (the same can be said for other platforms like Squarespace).
- Leverage accelerate mobile pages.
Google Prioritizes Mobile Optimization
Google is well aware that the world is leaning mobile when it comes to online browsing. Thus, they’ve prioritised search rankings based on their mobile-first index.
In short, the mobile-first index ranks content based on the mobile version of the website. So, you should put the most effort into your site’s user experience on smartphones and Androids.
Though, you should still ensure your design is optimised for laptops and computers too. The crux of device responsiveness is to be ready for any type of usage and device.
- Your customers are all mostly browsing the internet and making purchases through their mobile devices. So, you need to optimise your website to be responsive on all devices.
- Follow the best practices that help you optimise for the mobile user experience.
- Google prioritises the mobile experience more than it does experiences on other devices, ranking websites based on mobile performance.
Cultivate and Engage with Your Community
Whether online or in-person, businesses all benefit when they have the support of an entire community.
Let’s investigate getting your business involved in digital communities.
Gaining Notoriety in a Given Community
Your business has a niche, and all niches have a community somewhere in the digital ether.
Tapping into these communities gives you a direct communication line to your target audience–the people likeliest to have interest in your brand.
It’s also a chance to establish a relationship with a vaster audience through answering questions and meeting people during online events and comment threads.
You’ll then harness a sense of goodwill, which leads to brand recognition and – in turn – gets you recommended when people ask about your products or services.
Consider hiring early talent to post and comment in the communities you want to target. This can be a quick and affordable way to tap into lots of target groups to introduce your brand. Just remember to keep it valuable and not salesy.
How to Join and Create Communities
Creating a community out of nothing can be tricky. Instead, you can join existing communities to make connections, and from there, cultivate something of your own.
For instance, LinkedIn allows you to type your interests into a search bar to bring you to specific groups. On top of that, you can interact with your connections via the comment threads in their posts. You can also promote engagement and lively discussions with your own posts.
Also, Facebook has groups for almost anything, including your niche. You might need to wait for approval to join, but you’re bound to find something that sticks.
If you are creating your own community group do not underestimate the time and effort it takes to make it worthwhile. Having a dedicated person to manage the community can be the difference between a thriving community and one that people leave after a few days.
Using Forums to Your Advantage
While we mentioned Facebook and LinkedIn (Quora questions are another excellent option), forums – more specifically, Reddit – are a darkhorse choice.
Reddit communities are called subreddits where you can join based on industries or topics.
Your chief focus should be on helpfulness instead of selling products. Those who are only around to sell are frowned upon and quickly discovered.
Note that you can put Reddit into SEO tools to find relevant subreddits with the most estimated traffic that you can drive back to your website.
A forums manager
- Joining and building communities specific to your niche gives you a clear line of communication with your target customers.
- While LinkedIn, Facebook, and Quora are all excellent platforms for leveraging communities to generate web traffic, don’t neglect forums like Reddit. They have unparalleled niche appeal.
- When posting on forums, focus on being helpful and don’t shill any products or services. Slowly but surely, people will come to your website due to the goodwill you amass.
Developing a Content Creation Strategy
The word “content” gets bandied about a lot these days, but how does it apply to generating website traffic?
We’ll answer that question below:
Content Creation Strategies Should Be Value-Based
We have an admission to make. This article already discussed one form of content creation: blogs.
Furthermore, the same value-based principle exists. Namely, you need to produce content that’s helpful or educational to website visitors (or your audience on other platforms).
Your aim is to prove your worth to your target consumers and build a lasting relationship that generates a steady stream of website traffic and paying customers.
What Are the Types of Content Creation?
Outside of blogging, you can produce videos (e.g., on your own site or YouTube), E-books/whitepapers for longer articles, quizzes, podcasts, and infographics.
There is something we’re neglecting here for emphasis, and that’s using social media for content creation.
Social Media is an Ideal Content Creation Tool
First, social media allows you to link people back to your website or to see other content. But you can also use posts on various social media platforms as a form of content creation.
We’ve already discussed how social media gives you the chance to create a community. Take it one step further and carefully craft branded messages based on the rules, functionality, and behaviours on a given platform.
For instance, Twitter and Instagram posts rely heavily on careful hashtagging.
With Instagram, though, tagging photos insightfully is another massive boon when done with skill.
Also, if someone responds to your Facebook or LinkedIn post, answer them. This is a chance to build relationships and foster interactions.
Keep in mind, research shows that 57.5% of people are likelier to buy from your business if they follow your social media channels.
Developing your social media presence gives you a chance to show people your brand identity/personality. Don’t use it strictly as a news broadcast because it will only annoy and alienate your audience.
- Content creation focuses on providing value to your audience and potential website visitors.
- Beyond blogging, you can also create videos, e-books, whitepapers, quizzes, etc.
- Don’t only use social media as a way to plug your other content; use it to create original content and interact with your audience.
SEO is an entirely organic process, meaning you don’t need to spend anything to get results.
Given its low, low price, when you hear about search engine optimisation, you might wonder why you’d ever pay for advertising.
It’ll then change your tune to hear that Google’s paid search ads generate a 200% return on investment.
Read on as we break this marketing technique down:
What is Paid Online Advertising?
Paid search and social media ads attract new site visitors in droves, whether for lead generation, selling, gaining more email subscribers, brand recognition, etc.
Typically, the model used for these ads is referred to as “pay-per-click” or PPC. This feature allows you to dictate how much you’re spending every time someone clicks on an ad.
Offering Immediate Results
Organic strategies like SEO take a lot of time to make a significant impact.
Conversely, PPC ads start working right away, increasing brand awareness and generating website traffic. Moreover, there is plenty of available analytics that show how ads perform and give you insights that help formulate a successful strategy.
Better yet, the moment you realise a paid ad isn’t working out, you can turn it off in an instant.
Here is a thorough breakdown of the types of PPC advertising you can use to generate website traffic. Also, getting a firm grasp on the best practices of PPC is a must since you can take a financial hit if you’re not careful.
- Pay-per-click advertising offers a 2:1 return on investment, making it a viable option to generate website traffic.
- Unlike SEO, PPC brings in relevant website visitors almost immediately.
- PPC ads are versatile and transparent, but you need to know the best practices to generate the desired ROI.
Incorporate Guests in Your Content Creation Strategy
Here we have something akin to the new wave of celebrity endorsements. You’re relying on someone else’s credibility to improve your brand, product, or service’s reputation.
Yet, unlike with the tried-and-true celebrity endorsement, guest content tends to be more granular and industry-specific, making it better. It’s not like you’re getting a football player to endorse a hair loss product.
Due to this specificity, whether it’s a guest blogger, writer, or industry expert/thought leader, this content can benefit your business website in the following ways:
Turn Your Website into a Knowledge Hub
You don’t need to rely on your expertise alone to turn your website into a central learning spot for your industry, products, or services.
Allow fellow industry experts to take the load off your shoulders. Doing so lends your business credibility for even being associated with someone of such high standing.
It also makes your site more well-rounded, giving website visitors different reasons to keep coming back.
How Do Expert Posts Generate Website Traffic?
Due to guest-related content, you’ll have more marketing collateral for emails, social media, PR, and any other channel. Plus, since you’re dealing with thought leaders and high-level experts, you’ll receive in-depth content that bolsters your long-tail SEO strategy, which will increase your rank.
Even better is that the expert in question will share the content with their own networks, growing your audience drastically.
Examples of Guest Content
You can ask these experts to write a blog or whitepaper and be 100% thrilled with the results.
But don’t be afraid to reach further. Why not start a podcast (video or audio) where you interview thought leaders? You could also interview prominent figures in your industry and write it as an article.
To secure these people, you’ll need to tap into your own networks. And don’t be afraid to ask anyone for this type of favour–the worst they’ll say is “no.”
Becoming a “Guest” Yourself
One caveat to the above suggestions is that you rely on other industry experts, meaning that you’re not differentiating yourself as one.
With the above statement in mind, know that you have the option of making guest posts yourself. Truthfully, generating interest in your own blog can be tricky at first. Connecting with a more known, relevant brand can give you an added boost in web traffic.
Doing a guest article establishes you as a thought leader. But it also earns you more relevant referral traffic from links on other websites.
Furthermore, Google rewards you with better search engine rankings when your website is linked through other sites.
- Content created by guest writers, bloggers, or industry experts/thought leaders turns your website into a knowledge hub and gives your brand credibility.
- These experts help generate website visitors by giving you more marketing collateral, increasing your search engine optimisation, and cross-promoting you on their channels.
- Be creative with guest content, and don’t only ask these experts to write blogs. Record podcast interviews or write out interviews into an article.
- Bonus takeaway: try to produce your own guest content for other brands to improve your own brand awareness and establish yourself as an industry thought leader.
Use Research and Analytics to Your Advantage
Context – such as what you’ll get from researching your competition – gives you an idea of how to be relevant in your market space. You can see what’s working and what isn’t.
Measurability gives you the hard-fast facts, letting you know how each facet of your website traffic generation strategy performs.
Combine context and measurability, and you now have the blueprint for success for website traffic generation.
You might notice that this section is longer than most in this article. And that’s for an excellent reason.
Without using research and analytics, your website traffic creation efforts won’t bear all the fruit they should.
Why Should You Research Your Competition’s Results?
There’s merit to focusing strictly on your own business, competing with yourself, and not acknowledging your competition.
For one thing, you don’t want to let your rivals dictate your own behaviours.
But you don’t want to get too stuck in that mindset. Then, you’d deprive yourself of valuable insights and information. With website traffic, taking the time to find out your competition’s numbers will tell you what’s working in your market and what your audience craves.
This whole philosophy comes down to not trying to re-invent the wheel. The groundwork has already been laid, and you shouldn’t make anything more challenging than it needs to be.
Moreover, these insights might tell you specific gaps and blind spots that you can capitalise on, differentiating yourself from the competition.
Even better, it’s easier to view this valuable information as one might think. There are plenty of available online tools that will give you an idea of your competitors’ web traffic.
What Tools Are Available for Competitor Website Traffic Research?
The following search engine optimisation analytic tools help you get your hands on information about your competitors’ web traffic:
With these tools, merely enter a website to learn the keywords they’re ranking for. You can also figure out the URLs that drive the most traffic and the number of backlinks earned by each page.
Note that these tools will let you know whether social media (or other channels) contribute to traffic.
Provided you want the most value from these tools, you must pay. Yes–they all come with free trials, but you’ll only enjoy limited functionality. So, do your research and land upon an analytics tool the best suits your budget and will generate your desired ROI.
Other Considerations for Competition Research
Centre your attention around paid search as well. These terms and phrases perform well enough that your competition is willing to pay for them.
Getting more specific with these tools might give you an even further push ahead of the pack.
For instance, software such as Buzzsumo shows you the most popular blogs and articles based on social shares. All you need to do is enter a website or topic, and voila, the results are there for the taking.
Though, as a metric, social shares can be tough to decipher. All the same, you’ll gain insights into the general performance of various articles.
This knowledge will help guide your own blog topics to content that interests your target audience.
Analysing Your Own Website’s Performance
Researching the competition is a must, but at some point, you need to execute on your own to attract website traffic. And just because something worked for your competitor doesn’t mean it will work for you.
Therefore, you need analytics for your own performance and to find out where your website traffic comes from (and where it doesn’t).
All methods we’ve mentioned to generate website traffic lose value without analytics. You need a clear view of how your blogs, product pages, social media posts, and other strategies are performing.
In this instance, the egg comes before the chicken, so to speak.
You need to work on all your traffic generation campaigns for a while to gain any real insights. But once you do, your analytics will tell you where you need to improve and centre your focus.
This helps you better direct your efforts and resources. You won’t pour endless hours into campaigns destined to fail, while you won’t prematurely end a strategy with enormous potential.
Sifting Through the Sea of Analytics
Regarding the analytics on your own website (versus researching your competitors), look no further than Google Analytics.
A problem you might run into with Google Analytics is the embarrassment of riches with its data. There’s plainly too much to choose from–especially to the untrained eye.
With that said, let us help you prioritise the analytics most crucial to your search engine optimisation and website traffic generation efforts:
- Check traffic sources to learn how your various campaigns are doing relative to one another.
- By learning about bounce rates, you’ll see where people are exiting your website.
- Visitor devices will tell you the type of user experience you should build your content around:
- Some content is better suited for mobile while others are better for laptops, etc.
- Investigating your most popular pages gives you an idea of your audience’s interests.
- Frequently visited landing pages and exit pages tell you what’s popular, the pages driving the most traffic, and where people leave your site.
- The “visitors” metric paints the broad, overall big-picture of your website’s performance.
Getting the Most Out of Your Analytics
Adding goals with Google Analytics ensures that you’re also measuring your conversions–not just web traffic. Remember, as lovely as it is to have a busy website, people need to spend money on your products or services.
Visitor analytics such as your most common demographic (and if this matches your target customer), devices used, and where they live shapes successful campaigns.
To the above point, that level of information helps you tap into trends, patterns, and market behaviours.
A nice “hack” to make your life easier is using tracking codes and applying them to different campaigns. You’ll then quickly see what content or marketing effort is driving the most traffic.
Also, given what you’re spending on paid campaigns, measuring their performance is non-negotiable. It must be done.
Another perk of Google Analytics is it tells you about your Facebook performance when you run paid ads. But also note that most social platforms have available data that lets you know what type of content is being engaged with the most.
- Researching competition (with analytics tools such as Moz or Sistrix) will tell you what’s working in your niche and where there might be gaps. It gives you context for building your website traffic generation campaigns.
- Using Google Analytics to gain insights on your own website performance lets you know where to focus your efforts and where to cut your losses.
- Researching your competition is a great way to find inspiration to start and form your campaigns. In contrast, your own performance analytics only start offering value after you’ve begun with execution.
When You Build a Strong Foundation, You’ll Attract Website Traffic in Droves
There’s no magic bullet when it comes to attracting website visitors.
Businesses of all sizes must commit to building a well-rounded foundation that generates website traffic.
Involved in this framework are factors such as search engine optimisation, social media presence, content creation, device responsiveness, guest content, PPC advertising, competitor research, analytics, and much more.
If there’s one last takeaway we want to leave you with, it’s to not overextend yourself or your resources.
You want to maximise every dollar and minute spent on these website traffic generation efforts. While everything we’ve suggested is valuable in its own right, it won’t necessarily work for your business.
So, you’ll find the most success in experimenting with these processes and figuring out what works best for your company.
For instance, you might find that all your success comes from a podcast or guest blogging. From there, that’s where you can focus your approach instead of wasting time on paid campaigns you’ve realised don’t work for you.
Or, conversely, it could be the opposite way around. PPC might be the answer to all your problems, and everything else (other than analytics and research) should take a backseat.
By learning about these processes, you give yourself a chance to find what generates the most traffic and in 2021, that’s the name of the game.