Increasing Targeted Website Traffic

Posted on 19. Nov, 2009 by Pete Hollier in Pay Per Click, Search Optimization, Social Media

Principles of Targeted Web Site Traffic

Regardless of the size of the web site, or the volume of web site traffic, it is a rare occurrence when additional targeted web site traffic is not a web site goal.

In theory, all web sites are playing the same game, all have the same promotional options and tools available, all face the same rules in the Search Engines. However, at the end of the game some web sites come out as leaders, and others remain permanently on the sidelines never to obtain sustained visibility on the Web.

So what makes the difference?

In many cases the web sites achieving business objectives are committed to ongoing web site improvements, and understand how to use the web site promotion techniques available. These successful web site are generally well funded, and take a proactive approach to web site marketing.

Its not just about increased web site traffic.

There is absolutely no point in a general increase in web site traffic. Sure traffic volume is a terrific thing to have, but if the web site traffic generated is not targeted and interested in your product or services, the all important conversions which drive the business benefits of the web site will show no improvement.

Targeting Web Site Traffic

Identify your audience

If your business’s target market has not been identified through business planning, now is the time to do so.

Ensuring you have identified your web site’s audience is a prerequisite to acquiring web site visitors interested in your products or services. These are the web site visitors most likely to complete the conversion objectives identified as part of your Web Site Marketing Plan.

Keyword Research

Understanding the keywords and phrases used by Internet users to find your products and services is essential to developing content which has topical relevance and provides value to your web site visitors.

The keywords will utilized in various web site marketing methods to create web site visibility. These methods include; Search Optimization, Pay per Click and Social Media Marketing.

Provide High Quality Relevant Content

Relevancy is a key principle when developing a program to attract targeted web site traffic. You must provide relevant content which meets your web site visitors expectations. Ensure your content adds value to the visitor experience by offering the right information at the right time.

High quality relevant content provided at the opportune time within the conversion process, will draw a web site visitor down the Conversion Funnel.

Using the tools

Audience Identification and Relevancy are the two primary drivers used to attract the targeted traffic your web site requires. Audience Identification and Relevancy must be considered during the implementation of web site promotional methods to acquire the desired web site traffic.

There are three principle methods used to acquire web site traffic each having benefits and drawbacks:

Search Engine Optimization

SEO provides the tools such as Keyword Research to assist you to the development high quality site wide relevant content which informs and assists your web site visitor’s decision processes.

Although a powerful long term technique, SEO does take time to become effective and additional techniques are recommended.

Search Marketing / Pay per Click

Search Marketing and PPC are essential in the overall program. With due care and consideration high relevancy ad and landing page copy can be integrated with identified keywords, creating content which attracts and converts targeted web site traffic.

The obvious downside to Search Marketing is the ongoing cost and the need for constant vigilance to ensure you are not a victim of Click Fraud.

Social Media Marketing

Social Networks, Blogs and a variety of Social Media Tools enable you to create interest and interact with communities of individuals who share similar interests.

The proper identification of Groups, Discussion Forums and influential members of the community who indicate an interest in your business’s topical area (niche) assist in attracting targeted, interested web site traffic.

Social Media Marketing can offer both long term and short term benefits. As with any method Social Media Marketing has drawbacks such as; the process is time intensive and it can be difficult to accurately determine RIO.

The Last Word

Incorporating Audience Identification and Relevancy into your Web Site Promotion Program is a prerequisite to a successful campaign. With time, commitment and attention to detail, obtaining the type of web site visitor your business requires is within your reach.

Doing nothing? Not an option.

Written by: pete@seowizardry.ca a Search Engine Optimization Consultant

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