Whether you’re new to the block or a veteran marketer, you conceptually know that the first step in any successful inbound strategy is to attract strangers to visit your website. But implementing it and actually putting it into practice can be quite challenging. You might be concerned about lots of other things. For example: Getting bottom-line results or keeping yourself updated with the latest trends in marketing. There it is possible that you forget about the initial step.
But this strategy should not be the forgotten part of your marketing. The key to making it a priority in your marketing strategy is to stop believing that generating traffic is impossible. Increasing website traffic and visitors is not like playing “a game of luck” – there are a few tried-and-tested ways in which people do it.
In order to make sure you are aware of these tips, we have brought to you some of the best ways you can generative traffic to your website in the post below.
When you hear the term “SEO” or “search engine optimization,” What is it, that comes to your mind? For whom do you think, you should optimise your site? Well, let me tell you this: it is not for search engines, that you are going to optimise your site. In fact, a great website is not optimized for search engines like Google. Websites are optimised for the people who use these search engines.
But the good news here, is: Search Engines like Google do consider sites optimized for searchers to be fully optimized, as well. So by optimizing your website for the actual people coming to visit it, you are killing two birds with one stone and along with it, also optimizing it for search engines, as well.
So when you think about creating a website experience to attract more visitors, you must first think about the searchers themselves. You have to look at – What your users want to see? What are they looking for help with? How can you serve them in the best possible way?
If you create a website which is optimized for searchers, search engines will follow.
Your keywords are like bridges. They are re the reason why anonymous searchers can get to your website. But in order for searchers to cross those bridges and actually visit your site, they have to be interested in the content behind the search listing.
The best way to know what those searchers want is to know your buyer personas – because it is them, who are the searchers you are trying to attract. Keywords focused on the problems that your buyer personas face or the goals they’re hoping to achieve are what you should be creating content about. Why? Cause people are actively looking for solutions to those problems. If you have content that helps solves the problems of your consumers, they will find and visit your site.
Imagine you are looking to for a lawyer to help you file a patent for your newest invention. You head over to Google and type “patent lawyers Boston MA” into the search bar.
Before you click "search," stop, and think for a while. What do you think? How do those patent lawyers’ websites will look like? You probably won’t imagine a site which is cluttered into neon colours and fun fonts. Instead, when you imagine about a good, trustworthy lawyers’ website would look more formal. It probably uses more muted tones, a neat font, and presents opportunities for you to explore the different services the lawyer can offer.
Surely, after you have done your research, the patent lawyer you end up hiring probably has a website that looks a lot like an ideal website. The kind of website that your initial cognitive concept of what a “good lawyer’s” website looks like.
This concept is known as cognitive fluency: websites that generate more traffic tend to present an experience that is similar to visitors’ ideas of what the website should look like.
A simple tip to improve the cognitive fluency of your site is to actually ask your personas (usually your current customers) what they would like to see on a site like yours. What kind of style and formatting do they expect? What content should be front-and-back? After all this, if your website doesn't match their wishes, it might be time to look into additional website optimization strategies.
It is not just the website pages that can help you attract traffic to your site. Your blog can also prove be one of the most powerful tools you can have to attract new visitors. For that you should optimize your website pages around the keywords that your buyer personas are searching for. You must do the same thing with your blog posts as well. What are your personas’ most frequently asked questions (FAQs)? What are the issues they are facing, and are searching for help on the Internet? These should be the topics of your blog posts.
Write blog posts that are relevant to your buyer personas and answer their questions. So that when your persona searches these terms, your website appears in front of them. This help to keep your website and brand in top of their mind next time that searcher is looking for help. Moreover, it also helps in building trust with your potential customers.
Your keyword footprint is a bit like your carbon footprint. You basically leave mark on the internet with the keywords that you use on your website. Your keyword footprint is a catalogue of keywords your website ranks for on search engines like Google. It is basically how big of a mark you leave on the internet. Unlike a carbon footprint, having a large keyword footprint is actually a very sign! Why? Cause having a large keyword footprint means your website ranks for various keywords and it is also associated with many different keywords. Each of those keywords is an opportunity for your website to get found on Google.
Each blog post you write is viewed by Google as its own individual website page. That’s why more quality blog posts you write about the keywords that are most relevant to your buyer persona. And that is why there are more chances you have to rank for those keywords and show up on search engine result pages. Blog posts help grow your keyword footprint. Which can enhance your opportunity to get found and attract visitors to your site.
It’s not enough to just blog about keywords that are relevant to your personas: If you want to attract visitors to drive sustained traffic to your side, you have to keep blogging consistently.
In the 2013 State of Inbound Marketing Report, it was found that businesses that blog daily are about 70% more likely to report a positive ROI (return-on-investment) as compared to businesses that blog only once a month. As you can see – blogging on a regular basis can produce big benefits. These benefits will be in the form of more website visitors, leads, and even loyal customers.
Blogging regularly gives search engines like Google a good reason to crawl your website on a regular basis. This can provide you to generate more opportunities for Google to discover your pages, index them, and finally, serve those pages on search engine result pages.
Have you ever seen someone asking for advice on Twitter, Quora or Facebook? Maybe they tweeted out a request for suggestions for a place to dine in your city, or posted a question about which watch brand to purchase. What about someone asking a question in a Facebook group you belong to? There are chances that you have seen them ... but did you answer them?
What would you have done if someone would have asked you those same questions in person? Would you walk away and pretend as if you never heard them? No – you would answer them. Right? You would provide that person with the information they were looking for and act as a resource for them.
The same think can work on social media: If a stranger or prospect is looking for help or an answer to a question, don’t just skim over their comment or question – go ahead and help them! look for opportunities where your industry knowledge can be of assistance. Reply to social media posts and questions, but go one step ahead and include relevant blog articles or website pages in those responses. That way, not only those strangers and prospects get the help they were looking for, but you also get a new visitor to your website. As long as you're not just spamming people with links to your website – you are actually helping them. Therefore, this can be a great tactic to drive traffic to your website.
You can’t share helpful content with prospects or strangers on social media if you aren’t sure what they are looking for it. Therefore, you must use social media monitoring to keep an eye on those keywords most important to your business. Which will enable you see how you can help the people using them.
Listen to mentions on various social media networks for the biggest problems your persona faces. When you see those conversations taking place, look for opportunities to get involved in the same way you would do in the previous scenario – when people were asking questions. By listening to the keywords that are most important for your brand, you can contribute your piece of (and content) in the right place at the right time.
By following these simple strategies, you can attract the right people – your buyer personas – to visit your website. And once you have those visitors, well, it’s only a matter of time before you convert them to leads. Then nurture them and convert them into customers. And finally delight them into promoters. But remember: it all starts with having the right traffic.