“How do I get more traffic to my website?” That’s a question I get asked a lot. And it’s an important question to ask. Many of us do not have a brick-and-mortar location, so our website becomes our front door–in a very crowded neighborhood.
Last time I talked about search engine optimization (SEO). This week, we’re focusing on other ways to get traffic to your site.
Create Weekly Content
Website content is where keywords and SEO work together. Writing regular posts on your blog using words and phrases people are searching for brings in traffic. The quality of your content will keep them on your site and establish your authority.
I know what you’re thinking…we’ve all poured our hearts into blog posts that don’t get read. But keep this in mind–SEO is a long game. If your keywords and subject matter are really on-point, it will be found and read.
Blogging also establishes you as an expert in your field and provides a way for your visitors to know, like, and trust you–an important step before they will want to buy from you.
Creating content pillars will help you stay focused on your best topics so that Google (and your audience) knows what your business is all about. Google also likes to see fresh website content website, so regular content checks that box too. If your content is in the form of podcasts or videos, I would recommend embedding them on your site along with the transcript.
Note: Although it’s fine to embed video or audio content published on one site to another site (a YouTube video, for example), if you share a blog post that you published on someone else’s site, you will need to indicate which is the canonical version so the search engines know which version is the original.
Quality Counts
I’m certain it’s no surprise to you that the internet is teeming with content. Much of it is not very good, and some of it is straight-up false. 😱
Google knows this too. So a few years ago, Google began assessing the quality of content on websites. They especially focused on any content that has an impact on well-being, finances, health, or safety. They use the appropriate acronym YMYL (Your Money or Your Life) for this type of content. Google gives these sites extra scrutiny. If you think your site is exempt from this category, don’t forget that even accepting credit cards for online orders means you are included in this group.
They also came up with an acronym for what they are looking for in blog posts: E-A-T, which stands for Expertise, Authoritativeness, Trustworthiness.
Your goal is the create high-quality original content that people can count on as being accurate; think about content that someone would “bookmark, share with a friend, or recommend”.
The good news is that when you publish this type of high-quality information, you will be regarded as an expert. And when you create content that’s helpful and innovative, readers (and buyers) pay attention. 🧑🎓
Longer Posts for the Win
It almost seems counterintuitive in our busy, quick-consumer lifestyle, but longer blog articles (between 1,000 and 2,500 words) generally do better than short articles. Longer posts generate more backlinks and shares than shorter content. People also stay on your page longer to read it, and that’s something that Google includes in their ranking factors.
For long posts, the thing to remember is that it needs to have structure to create a post that communicates effectively without overwhelming the reader.
Share Your Content
Social Media: This is your starting point. Any platform where your customer hangs out is the place to post it, but some platforms (like Pinterest and YouTube) give your content longer shelf life. These platforms are used as search engines for people, so your content will live there until you remove it. In spite of the issues and frustrations many businesses have with social media, it’s still a tool that millions of people use daily and it’s still free to use.
Email list: People on your list are warm leads. They have either purchased from you or have asked to be on your email list. Sharing your blog post with them is an important way to keep your name in front of them, share your expertise, and help them.
Reddit: Relevant sub-Reddits are opportunities for you to connect with others and be a thought leader. Some groups allow link shares, some don’t. You can make connections here, and that can lead to business.
Facebook Groups: Like Reddit, many groups don’t allow you to share links directly, but it can be a place to connect with people and share links in direct messages.
Google My Business listing: You likely already have a Google My Business listing. If you are unsure, Google your business name, find the listing, and claim it for your own. On the bottom is a place for you to share content or promotion. It pops up every time someone Googles you, so it’s an excellent way to be seen and drive traffic.
Get in Big Name Publications
When it comes to backlinks, bigger sites win. Getting an article published in Forbes will boost your SEO faster than a small unknown blog because it shows greater authority. Look for opportunities to be a guest author in a high-ranking publication. It may involve more time to get published on bigger sites than for small ones, but the extra time and effort will pay off.
Don’t Backlinks help SEO?
Search engines reward sites that have high-ranking backlinks (links from other sites to your site). But that became a problem when unscrupulous marketers started adding links to their sites everywhere on the internet just to boost their SEO. Now, most links are “no-follow” links, meaning that Google will not give you credit for those links that go to your pages.
However, even though you may not get SEO from those links, you will likely get link clicks to your site. That’s another reason the quality of your content is so important when guest-blogging.
How Do I Find Guest Posts?There are a lot of organizations that bank on guest authors to keep fresh content on their sites. Some are larger (such as Huffington Post) and others are more niche (like WiseBread.com). Here are a few tips for getting guest posts or being a podcast guest:
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Public Relations
A mention in the NYTimes or even on a local news station will get you a lot of attention (and can sometimes lead to other news platforms picking up the same story), so reaching out to reporters with a lead can be a great way to drive lots of visitors to your site. “Newsjacking” or having a response to a news story that is relevant to your business and to a current event is a great way to do that.
HARO has a free plan which emails twice-daily updates of reporters who are looking for sources in many different industries.
Be a Podcast guest
Podcasting has become a popular mode of communication, but finding guests can be challenging for up-and-coming podcasts. Reaching out to podcasts in your field can be a great way to gain exposure for your product or service and a way to send interested listeners to your site. Creating a free download for podcast listeners will grow your email list as well.
Write Great Testimonials
If you’re happy with a business-related product or service, take the time to write a strong, detailed testimonial. If it’s well-written and praises the product or service, it will increase the likelihood that they will share it on their site or social media, along with a mention or link to your website.
Resource Pages and Directories
Getting on a list of resources from other sites, suppliers, or business associations (such as your local or the national Chamber of Commerce) will provide valuable backlinks to your site through their directory. Usually, a membership is required.
Influencers and Fans
Certain small businesses and nonprofits have an active army of supporters who include favorite brands in their articles and social posts.
Create a Reason for People to Visit
Free Tools
A free tool on your site can drive traffic and create a helpful free service for visitors. What kind of tool would work for your business? Working with a coder on Fiverr or purchasing existing code from a site like CodeCanyon will let you set up a tool that’s useful to your target customer and drive traffic to your site.
Infographics
Infographics are popular and people love to share them. Creating them on your site or in your blog along with the code to share it will increase the chance of shares.
Lead Magnets
Lead magnets are free downloads that speak to a specific problem your ideal client is having. Besides building your email list, promoting a lead magnet can get people to your site to get great in-depth information.
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Measure your traffic
The bottom line is that you can’t track what you don’t measure. Google Analytics makes it possible to set up a goal for a specific page on your site, and then see how much traffic it brings in. Remember to be patient! Everyone starts small. You taking action that can make a difference!
