The Art of Driving Traffic
Everybody wants their website to be successful; everybody dreams of seeing huge numbers of visitors reading the blogs, articles and information pages that they have sweated over to get just right. However there is a lot more to driving traffic to your site than simply writing good content and sitting back. In short, don’t be content with your content - work it! So what else can you do to make sure as many people as possible get to see your work?
What is the Art of Driving Traffic?
In short the answer here falls into four distinct categories. Work in a structured way so each time you write, you write with a formula in your mind. Be consistent and over time you will see what works for you and what doesn’t. The art of driving traffic comes down to:
- Quality of the content.
- Search engine optimisation (SEO).
- Internal and external links.
- Use of social media.
Quality of the Content
The way that Google and other search engines work nowadays is completely different to the way it used to be. In the old days you picked a keyword, stuffed it into your article, posted it and away you went. The truth of the matter is that now Google and indeed your readers are craving good quality content. Nothing gives a site more authority than well-written, thoughtful and pertinent content. If your site is about washing machines there is no point rabbiting on about your new Ferrari.
Websites need a constant stream of good quality writing. The length of articles does not matter to a certain degree, though less than 300 words is pretty pointless. It is much better to get a reputation for writing 1,000 word articles that are articulate, interesting and funny. People will simply want to read your stuff if it is engaging.
Search Engine Optimisation
This is a real can of worms to a certain degree. Many people now have different views on how to tackle this thorny subject. There is no doubt that the old approach of stuffing a keyword into an article as many times as you can is old, tired and doesn’t work. Choose a smart, pertinent, long tail keyword and aim to get it into your piece about six or seven times for each 1,000 words. However, don’t just stuff it in anywhere. Be creative and make sure that the article just reads well. The ideal keyword stuffing should not be noticed by the reader.
In addition to your primary keyword you can use secondary keywords that pertain to your product. You can have as many of these as you want, and they only need to appear one or two times. So again if you are talking about washing machines you might want “soap powder”, “spin dryer”, “clothing”, etc. This kind of thing builds a rapport with your audience and Google’s algorithms recognise a pattern. Be consistent, try and get your primary keyword into an H2 heading and also make sure one of your photographs contains the keyword in its alt tag.
Internal and External Links
These work in two different ways. Internal links have the advantage of keeping people on your site. If in one article you mention a product or idea that you have discussed before, link to the relevant page on your site. The best way to do this is not to say “click here”, but simply mention the product or idea and use that as the link. So for example you might say, “Over the years it has been proven that these types of machines work better with softer water”. Then, “these types of machines” can link to a previous relevant article on your site.
External links are different. They need to link to sites with more authority than your own. So Google a phrase or item that you wish to use as an external link and see which sites are ranking well. Then simply link to that article. Over time Google will see that you are being constructive and will start to rank you. You also have the added possible bonus that a really big site might just link back. This is the dream scenario. I know of one site that got a link back from The New York Times that massively increased its traffic. The site maintains these numbers to this day.
Use of Social Media
Ok! You’ve written your piece, added the keywords and used internal and external links - what now? Well nobody is ever going to see it if you rest on your laurels at this point. Track down Facebook groups of interest and post the article with a decent clickbait comment. Be positive and creative. Like your own posts and get other members of your staff or friends to do the same. Each time someone likes it, it moves back up the page and has a greater chance of more likes.
Twitter is a much misunderstood medium, not least of all by me. For the most part people seem to tweet completely, badly written nonsense, but it can really work well on a business level. Each piece that you write can be tweeted about 10 times over a few weeks. Old articles that are still pertinent and not out of date can be rehashed and re-hashtagged. This gets a constant stream of interest on Twitter over a sustained period.
If your product is photogenic, never underestimate the value of a good photo. Use Instagram wisely and often. Build an audience that waits for your images. They say that a photo tells a thousand words, well this has never been more true. You can write the greatest piece of literature known to man, but you will never compete with a fluffy kitten - ever!
So there you have it. Build a strategy, be consistent, be positive and don’t be afraid to talk yourself up. Once your audience starts to recognise that you have something of interest to say, Google, Facebook, Twitter, Instagram and all the others will do the rest. Happy posting!