When people visit your website, you want them to sign up for your newsletter, start using your services, or make a purchase, right? This is why you must drive high-quality traffic to your website. If you’re reaching the right people, you’ll be far more likely to enjoy a great conversion rate.
In this article, we’re going to outline how you can drive better traffic to your website and ultimately increase your bottom line.
Make Sure You Always Target the Best Keywords With Your Copy
First things first: it’s time to do some keyword research. This is the process of finding out which words and phrases people are typing into search engines like Google when researching topics, products, and services related to your business. Targeting the right keywords that your audience is interested in will ensure that your website ranks for the correct queries on search engines, so you reach the best possible people.
To start, brainstorm a list of topics relevant to your business. Then, plug them into a keyword research tool — Google Keyword Planner is a great free option. The tool will provide you with a list of keywords and their levels of competitiveness and average monthly search volumes. Try to find a balance — you want the keywords you choose to have enough monthly searches to get your content to as wide of an audience as possible but, if the keywords you choose are too competitive, you might not be able to rank at all.
Keep in mind that you can’t just throw many keywords into your copy and expect to rank well. Google knows how to identify keyword stuffing like this and will dock your rankings on the SERPs if you’re caught. Weave your chosen keywords into your copy naturally, and you’ll be rewarded.
Engage With Your Target Audience Through Social Media
If you’re active on social media, you will make your business much more visible online! This will help attract more of your ideal customers. To start, think about what platforms you should focus on using. Facebook is good for reaching the most significant number of people and is a great place to get started.
If your business relies heavily on imagery, Instagram and Pinterest are good options. If you have something like a podcast or blog and want to drive traffic back to your website, Twitter is a good platform for that as it’s straightforward to share links. Or, if your company primarily sells to other businesses, LinkedIn should be your platform of choice.
There are a lot of ways you can engage with your target customers on social media. Post regularly, and don’t forget to like and reply to any of their comments. If they post about your business, give them a shout-out! Check your direct messages regularly, as well; people might ask customer service-related questions there.
If you find social media challenging to manage, there are plenty of free tools that can help. Because of its massive audience base, you might want to consider using Facebook as one of your social media platforms of choice. If you’re looking for management help, take a look at SocialPilot’s guide to the best Facebook publishing tools. They can help you manage your posts and provide you with various insights about who is liking your content, what times of day you should be posting, and more.
Write Guest Posts for Relevant Websites
If you write guest posts for relevant and authoritative websites in your niche, you can reach a wider audience and drive high-quality traffic to your website. Just make sure you focus on writing for reputable sites with a good reputation. You can check this using a tool like Loganix’s domain authority checker. If you enter a site’s URL, you’ll be given its domain authority score out of 100 — it’s best to concentrate on guest posting for sites with a score over 50.
Guest posts are articles written by outside sources with expertise on subjects relevant to the sites they’re being published on. There are many ways to find guest post opportunities; for starters, if you already have a relationship with a particular website, you can ask whether they would be willing to publish a blog post from you with a link back to your site. Pitch them an idea and see if they’d be willing to work together!
Start by looking at the websites and blogs of leaders in your industry. If they accept guest posts, they’ll typically have a “write for us” page that explains how to get in touch with an idea and outlines any guidelines you’ll be expected to follow. If you follow these, you’ll get your link and drive more traffic to your site as a result.
Another benefit of guest posting is that it can boost your search engine optimization (SEO). When you write something for a trustworthy and authoritative website, and they link back to your brand, Google takes this as a vote of confidence in your work and should give you a boost on the SERPs.
Demonstrate Your Expertise and Authority With Content
Another great way to bring your target audience to your website is by creating expert content. Since 2018, Google has been focusing its algorithm on E-A-T, which stands for expertise, authoritativeness, and trustworthiness. It’s a term that comes from Google Search’s quality rater guidelines.
Search engines only want to point their users in the direction of helpful and trustworthy information. So, if you’re going to reach as many people as possible, you need to create content that shows your site is a knowledgeable source of high-quality information.
Let’s break down a few different examples to inspire you.
For instance, the law firm Florin Roebig shows that they’re experts in their field with their content all about truck accidents in Florida. Because one of their specialties is personal injury law, this is sure to contain information that some of their prospective clients will find helpful.
The web page outlines everything someone recently involved in a truck accident would want to know, like the types of accidents that occur, what to do immediately after, and what legal action can be taken. This article is comprehensive, helpful and certainly shows that the people behind the firm are experts when it comes to truck accidents and their related lawsuits. This will show Google that they are an authoritative voice in the legal field and will boost their search rankings, which can potentially lead to more sales.
Similarly, RMIT Online, an online university, showcases its expertise in advertising and marketing in the tech era using a blog post. They outline 15 different techniques marketers can use to optimize their advertising efforts in today’s high-tech world.
Because they’re a university that teaches classes in marketing and digital advertising, it makes sense that they would have a wide breadth of expertise in this area. And, this particular article shows that those teaching in the marketing department is knowledgeable, helpful, and willing to evolve with the times. Showing off their authority in this way tells Google that RMIT Online is worth sending high-quality traffic to, potentially earning them more enrollment.
Think about what you and your staff are experts in, then focus on creating content that showcases your knowledge and skills. This will help you rank well on search engines, earn your audience’s trust, and get more conversions.
Create Content That Answers Your Customers’ FAQs
Pay attention to the questions your customers are asking about your products or services. Chances are, you can create content that answers them to drive better traffic to your website as a result. When you anticipate the questions potential customers have, you’ll show you understand your audience; this will lead to more traffic coming to your website and more sales.
To start, comb through your social media mentions, direct messages, reviews, and comments to see if there are common inquiries customers have. Then, check-in with your customer service team to see if there are questions that they get often. This is a great way to get started with FAQ content; plus, it will save your customer service team time.
Next, it’s time to do some keyword research. Answer the Public is a great tool to help you find what sorts of questions people are asking on any given topic. Plug in a word or phrase related to your business and Answer the Public will provide you with a list of questions in the results section.
Let’s look at some examples of website content that does a great job of answering potential customers’ questions. These kinds of guides can boost your search engine rankings and drive more high-quality traffic to your site.
Take a look at how Stryker T-Tops, a boat accessories retailer, answers customer FAQs. They discuss just everything a potential customer would need to know about T-tops for a boat, including how they fit, what they’re made of, and more. If someone is on the fence about buying a T-top for their boat and has questions, this is an excellent way to learn more, making it ideal for driving high-quality traffic to their website.
Similarly, FirstLeaf, a wine subscription service, has an article on opening a bottle of wine without a corkscrew. Many wine lovers will have found themselves without a corkscrew at one time or another and, when this happens, they will likely take to the internet to find a solution. Because FirstLeaf sells wine, this topic is very relevant to their target market. This FAQ article is helpful and can bring wine connoisseurs to their website, potentially leading to more sales.
What kinds of questions is your audience typing into search engines or asking your customer service team? Make a list and start answering them with your content. It won’t be long before your website begins to attract more traffic as a result.
Summary
When you’re looking to drive more traffic to your website, you want to focus on attracting people who are likely to purchase with you. Fortunately, no matter where you’re at in your eCommerce journey, there are likely many different tactics you can use to bring more high-quality leads to your website. Let’s take a look at what we broke down today:
- Target relevant keywords
- Interact with your audience on social media
- Write guest posts
- Show off your expertise
- Answer FAQs
Start with a few of these tips and see how it goes. You should be reaping the rewards in no time.
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Author bio & headshot:
Alex Ratynski is the founder of Ratynski Digital, an online marketing consultancy that focuses on helping small and medium-sized businesses achieve their goals. He set up his company after working as a local SEO director for a dental marketing agency, where he helped turn clients’ ventures into thriving multi-million dollar businesses. He spends most hours strategizing SEO for his clients.
