Web Traffic

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Attracting the Right Kind of Traffic

Traffic is another term for all the visitors to your web pages. In the early days of websites and search engines there was much more of blanket approach to bringing any visitors to web pages – absolutely any kind of traffic was better than no traffic at all. Primitive hit counters proudly displayed on web pages what was thought to be the most important thing – the number of visitors. Over time, the Web has become a much more crowded place.

Greater sophistication in all aspects of websites and search engines and marketing in general, and educated and experienced Web users and Web Masters have meant that the Web has become something which more accurately mirrors the offline world, and in some ways has enhanced it and moved ahead of it. There is now a large base of knowledge research and experience which tells us:

• Not all traffic is good in itself.
• There’s little benefit in attracting lots of traffic if nobody takes any action during or after visiting your web pages i.e. no conversion.
• With the right knowledge, resources and tools, it is possible to attract the kind of traffic you want.

Efficiency of a website = Traffic(visitors) x Conversion (%)
‘TRAFFIC GENERATION’

Traffic simply means the amount of visitors to your website. There are many ways to increase traffic to a website – some obvious and some less so.

There are no hard and fast rules with regards to generating traffic so any strategies that we suggest and implement need to be continually monitored with web server stats in order to try and get the most from certain strategies.

Conversely, if a strategy is NOT working – we can hopefully ascertain why it is failing and either try a different approach or drop the strategy completely.

Key Phrases, Relevance and Search Engine Optimisation

Taking the business world as an example, if you view your website firstly as a tool to bring you enquiries and sales, it helps you to design a website where there are clear obvious calls to action and conversion routes / goals that you can design the website around. In tandem with this activity, selecting the right keywords and key phrases, and including them in your Search engine Optimisation efforts in the right way can go a long way to achieving this. Keyword Selector Tools such as Word Tracker or Google’s Keyword Selector allow you to:

• Choose highly relevant key phrases to your online business.
• Choose keywords and key phrases which people are actually searching for in the right numbers, rather than relying on guesswork.
• Be aware of the amount of competition that various key phrases have and make your choices accordingly.
• Find other key phrase opportunities and niches that you may not have known about before using the Keyword Selector.

By including the right key phrases in the right parts of your web pages in the right way, and by attracting and creating the right kind of relevant, high quality incoming links you can:

• Make sure that your web pages are in the right search engine category.
• Make sure that the search engines find your web pages to have a relationship with the right kind of other web pages.
• Stand a good chance of your web pages ranking highly in the search engine results pages (SERPS) of the natural listings for the right key phrases.

When used in combination, many aspects of search engine optimisation (SEO) can mean that your web pages are able to target and attract the right kind of relevant traffic.

Pay Per Click Advertising

Unlike the natural search engine listings, Pay Per Click advertising as the name suggests requires you to pay search engines for relevant traffic, but with no guarantees of conversion. Taking Google as an example, PPC as it’s known requires you to choose keywords and key phrases, build small adverts based around them, and choose a page to direct people to who click on the advert. This system also requires you to allocate a budget to your advertising campaign and to bid on the important key phrases.

When your chosen key phrases are searched for in the search engines, and providing your bidding and budgetary situation is favourable, your adverts appear on the right hand side (and some at the top) of Google’s search engine results pages. If people click on the adverts, you are charged only for the click and the visitor is delivered to the page (landing page / squeeze page) that you have specified (and hopefully prepared). This is another targeted way of delivering the right kind of relevant traffic to a web page.