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How to Plan a PPC Campaign

Whether you decide to embark on a pay-per-click (PPC) advertising campaign to add an extra string to your digital marketing bow, or because you want to use it as an alternative keyword research tool in today’s world of keyword (not provided), the ability to plan and manage your campaign holds the key to whether you achieve your objectives.

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How to Grow Traffic Outside of Search

While search engines referrals are likely your primary source of traffic – and probably the reason you conduct an SEO campaign and the reason you are reading this – you shouldn’t put all your digital eggs in one basket, no matter how much web traffic and money Google et al can deliver for your website.  While search engines should remain you primary traffic source, and remain an area where you apply great focus, you should also be looking at how you can increase your online ‘real estate’ to bring in relevant visitors and likely conversions from elsewhere.

Where is Your Audience?

The first thing you need to consider when looking at how you can grow and diversify your traffic is where your audience spends time when they are on the internet. When they are not using Google, what are they doing? Are they reading blogs related to your industry, general consumer websites, or are they simply searching on social media for all manner of different things?

Once you understand where your audience is, you can begin to target these areas and look to earn referral traffic to your website.

Growing Traffic from Blogs

You have two opportunities to grow traffic from industry blogs. The first is to use blog comments to demonstrate your expertise and build relationships with readers. You’ll still be able to link to your site in most blog comments as long as you use your brand name or URL; keyword rich links will usually be marked as spam, and even if they aren’t Google will likely notice them.

The second, and potentially more lucrative, is to find guest posting opportunities. This gives you the chance to earn a link back to your site while providing a piece of high quality content, which will further enhance the reputation of your company and should drive some referral traffic.

Get Social

If you aren’t present on social media then your online impact is not going to be anywhere near as big as it should be. The key to maximising traffic from social media is look specifically at where your audience is. “People are using social media” is not a good enough analysis to get you anywhere – are single mothers from the ages of 25 – 44 who are out of work likely be using LinkedIn, for example?

Diversifying your traffic sources is all about knowing where your audience is and then putting the best content out there to bring them into your site. Do that, and you’ll bring in additional traffic to complement your search referrals and strengthen your overall SEO.

Written by
Posted · Dec 05, 2013
Categories · Search Engine Optimisation.
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