Creating focused content Traffic to Your Site

Editor's Choice If you operate a website for business (and who doesn’t today?) you obviously want people to visit it. Using a tool like Google Analytics you are able to check in on your website traffic on a daily basis. It’s easy to become obsessed with traffic data, but it’s really the wrong metric to be looking at. You could be getting lots of traffic, but what really matters is the conversion rate of the site if it has a conversion element (e-commerce site, lead forms, white paper downloads, etc.). Depending on the size of your site and business, a few thousand visitors a week may appear to be impressive, but how many of those visitors are converting? More important than getting traffic to your site is getting the right kind of traffic to your site, the kind that has the greatest chance of becoming a conversion. This goal needs to be incorporated into your SEO strategy.  

In order to gain quality traffic to your site it is important to do the following:

Use targeted keywords

When conducting keyword research, some website owners can get distracted by the huge search volume that goes along with broad keywords. Targeting broad keywords is a mistake for two reasons. First, it is extremely hard to compete for such broad terms. It can take years and lots of link building to rank for a broad keyword. Second, a broad keyword means a broad audience because people are using them for a variety of reasons and your site may not be what they are looking for. It can result in a high bounce rate on your site and a very low percentage of conversions.

Build links where target audience members are

In order to improve the trust of your website within the search engines it’s important to build inbound links that point back to your site. The old link building method was to drop a link on any site that you could find. Now, the focus is on building links from sources that are relevant to the product or service that you provide. When building links it’s important to consider where your target audience members “hang out” on the web and look for link opportunities there. Building links anywhere that you can find can result in people clicking on them that will never convert.

Creating focused content

If content marketing isn’t a part of your SEO strategy, it will be difficult to achieve any SEO success today. SEO link building is about marketing your website online by creating and sharing quality content that was written with target audience members in mind. Content is what will build natural links back to your website and generate traffic. In order to achieve the right kind of traffic, you will need to create content that is applicable to your target audience. If the content reaches a broad audience it can result in visitors to the site that aren’t truly interested in what you have to offer.

Author Bio

Nick Stamoulis is the President and Founder of Brick Marketing, a full service SEO services and social SEO company based in Boston. With over 12 years of Internet marketing experience, Nick Stamoulis shares his knowledge by posting daily SEO articles to his blog, the Search Engine Optimization Journal and publishing the Brick Marketing SEO Newsletter, read by over 150,000 opt-in subscribers.



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