How To Drive Web Traffic
If everything is done right but no one finds your website, it’s an utter failure 100% of the time.
Your content will go unread, your services will remain unknown, and no actions will be taken. All the people searching for what you have to offer everyday will be oblivious to your business and all the work you’ve put into this strategy.
So how do you get traffic? There are basically two major categories: Traditional Marketing and Internet Marketing.
Traditional marketing, such as mailers, radio ads, television commercials, handing out business cards, call centers, and anything else not done off the web fits into this category. Internet marketing consists of search engine optimization, paid ads, social media, vertical marketing, forums, and other advertising options on the web.
Regardless what any book says, nothing is free. Well, nothing that will work is free. You will pay in time, research, trial & error, money, and for professional services. Youtube is free to post videos, but creating the content, the video equipment, etc are not free. Free just sounds good, and frankly sells, so people tout the free part and skip over the expenses until they have you hooked.
As mentioned SEO is the primary target method in this book. There are many major reasons I emphasize SEO in this book:
- People generally trust organic placement. When someone jumps on Yahoo or Google and types in a search phrase (or keyword phrase as its known), they are in control with the organic results. They aren’t being manipulated or seeing the ad that goes to the highest bidder. They are seeing search results they feel “earned” their ranking.
- There is no reason to have a website created without and SEO strategy in place. Its a nonsensical as saying, “I am building a house without property”. The names of your website links, the content, the site structure, and a host of other features should be considered during the construction of any website. If performed correctly, these are ingredients in a good SEO & web strategy. There is literally not a good logical argument to building a website and then considering SEO down the road.
- I want to equip you to avoid the snake oil. SEO is a hotbed of bait & switch techniques, misunderstandings, and downright lies, but its also the most effective tool on the web based on about a decades worth of real-world research. It’s important for you to be wise.
- A final reason is a good SEO plan will bleed into your other strategies. You will inherently know more about your audience and how to reach them.
Take a look at question number 3 (Internal Business Section) and question 7 from the customer survey from Chapter 2. These question give you an opportunity to learn what your customers are doing versus what you thinking from the “inside” of your business. The customers answers should carry more weight than yours. But to an extend this is all guesswork until you implement the next step.