Driving traffic to your website is one of the most important variables in your online marketing strategy. After all, what would become of your business if nobody visited it?
Getting an innovative product or service is essential to differentiate yourself from the competition, but it is equally important to make yourself visible to your target audience.
In this, your website plays a fundamental role: it is your shopfront, the meeting point where, increasingly, consumers decide to buy your product or hire your service.
The list of tips and actions needed to generate traffic to your site is very long. However, in this first overview it is possible to outline the core concepts around which your strategy should revolve:
Optimised and Relevant Content
Search engines like Google are one of the main sources of traffic. We therefore recommend making sure your website is aligned with the latest programming and content marketing criteria.
This will allow it to be correctly indexed by search engines and to climb higher in search results.
Your goal is clear: you must reach the top 3 positions for keywords related to your business, which account for almost 60% of user clicks.
This is a complex, ongoing, long-term task. In general, you need to focus on 2 fundamental aspects:
Optimise your website content
The key to creating a quality website is to orient the site and its content towards users, not search engines, explains Alexi Douvas from the Google team.
He also notes that the most important thing is to create original content. Think about the real subject matter of your site and what makes it different from the rest. And, finally, take time to periodically evaluate the site and archive content that is no longer relevant.
Generate relevant external links
This is known as link building. The days of generating links through directories and press releases are long gone. The key today is relevant content on related sites.
A widely used tool today is guest posting. Do you consider yourself an expert in a particular area? Offer your knowledge to specialist blogs on the topic by writing a post in exchange for 1 or 2 links back to your website.
Social Media
Just published a new blog post? Launched a new promotion? Share your new content on social media!
Nothing beats the viral power of Twitter or Facebook to help a new page get indexed faster by search engines and generate more visits.
Harness the Power of Email Marketing
Email marketing is a very valuable tool for driving traffic to your website. Depending on your activity and communication strategy goals, you can opt for a newsletter or a promotional email.
Make sure to properly segment your subscriber list, personalise the message, and include links to articles relevant to that audience — and you will generate significant traffic to your website in terms of both quality and quantity.
Measure the Results
It is important to track each of these actions to measure their impact and make strategic decisions. From there you can better guide your communication strategy and your offer.
We recommend adding Google Analytics to your website to analyse traffic in depth, identify the most valuable sources of visits, and discover which content is most interesting for your audience.
