A common question posed to us as web-marketing experts are: How can we generate relevant traffic to our website?
Website traffic is driven by ads, social media posts, search engines, links on other websites and other marketing efforts. One of the main driving forces for website traffic is search engines. For this reason, Search Engine Optimisation (SEO) is critical for bringing organic traffic to your website. For beginners, SEO might sound complicated. In simpler terms, SEO is a way to improve your website so it will appear closer to the top positions in the search results of search engines like Google.
Now, when it comes to relevant traffic, visitors who are more engaged on your site are the ones you want to target. This is because they are interested in your website. They could be interested in your service, content or product. These are the perfect visitors you want to tell others about your website. They’re also likely to know other people interested in your platform.
It’s important to remember that you’re not trying to attract everyone. You want visitors who are interested in your business or what you’re selling.
To generate relevant traffic, here are some search engine optimisation pointers. These will help you to not only increase quality traffic to your website but also increase your rank in Google search results:
1) KNOW WHERE YOUR TRAFFIC COMES FROM
Successful website conversion rates always start well before people land on the website. An advertising banner, a search query, or even a plain link to your website are all ways in which new potential customers may come across your brand.
There’s a lot of research trying to pinpoint which traffic sources have the best conversion rate. But, there’s no definitive winner amongst the methods. The only evidence drawn is that every traffic source attracts different customers. Each industry draws different results from every marketing campaign. It’s important to understand what you’re selling and who you’re selling it to. Know your audience and from your knowledge coupled with relevant data, draw behavioral speculations.
2) KNOW YOUR AUDIENCE’S BEHAVIOUR
An important factor determining how successful a traffic source is is relevance. The relevant audiences are in the right frame of mind because they’re searching for your products. These visitors are coming to your website with the intent of engaging.
Banner ads and newsletters from bought lists don’t show if a person is looking to buy your products. This type of advertising is for building brand recognition rather than increasing sales.
3) SAYING THE RIGHT THINGS TO YOUR CUSTOMERS
Being in the right mind frame when clicking on an ad or a link is crucial to whether someone makes a purchase or not. When someone is searching for a product, it’s safe to assume the individual is in a state where they’re ready to buy.
When a potential customer is on a website such as Amazon or TradeMe and they see an ad for a relevant product, they’ll be more likely to convert than someone who’s been exposed to the ad on the NZ weather website while looking at what the weather will be like over the next 7 days.
The relevance of landing page the customer reaches after clicking a link will determine whether they purchase.
4) LANDING PAGES SHOULD BE RELEVANT TO YOUR LINKS OR ADS
Say you’re a florist and you’re running a promotion for Valentine’s Day. The last thing you want to do is have an ad promoting your very holiday specific offer and then direct people to the home page of your website. You need to make sure the page people land on is 100% relevant to the reason why they clicked on your ad or link.
Linking to a page about your offer and all the products relevant to that promotion will have a huge impact on the eventual conversion rate.
5) EXTRA STEPS TO IMPROVE YOUR GOOGLE RANKINGS
Having a sitemap for website navigation is a critical step website should not skip, for both general websites and ECommerce stores. Imagine that a website sitemap is like a blueprint for your apartment and consider each web page as a ‘room’. Your sitemap will be seen as an outline for your website—making it easy for Google to quickly and easily find all the rooms. These sitemaps are important for SEO because they make it simple for Google to find your site’s pages. This is important because Google doesn’t just rank websites, but also web pages. Having a sitemap can definitely improve your Google ranking.
Another extra step you can take to improve your Google ranking is by using meta tags. Meta tags are snippets of text that describe a page’s content. Meta tags don’t quite have the level of SEO importance as they used to but they’re still very important. Back in the day, websites abused meta tags to increase their rankings by including far too many keywords. Now search engines have evolved. They give more weight to relevant page content for rankings. However, they still play a role in an SEO strategy. Make sure to use meta tags on all your pages.