2. Drive Traffic

How to Get Found Online

Have you ever heard the phrase, “If you build it, they will come”? This just isn’t always the case. In order to build your online marketing machine, you have to consider the ways that you will drive traffic to your website. Unfortunately, it’s not simply building the website and waiting for visitors to show up, so it’s time to craft a strategy that answers the question:

“How will people find us online?”

Uncover New Sales and Profits Online

If you were to learn nothing more about online marketing than the following, you would be well equipped to start the journey of implementing your own strategy or at least discuss doing so with a digital marketing agency.

Here it is: The online sales and profit formula you must learn, understand, and employ in your business.

Get Found (Traffic) + Convert Visitors to Leads + Convert Leads to Sales = Online Profits.

Now let’s begin to break down the first piece of the formula.

The first step in any effective online marketing campaign is getting traffic to your website. Let’s define traffic in a few ways:

  • New visitors
  • People
  • Eyeballs
  • Potential buyers
  • Spammers, advertisers, competitors, and even robots (yes, they will all show up too)

The first four above signify “real people” who have gone to a search engine because of their need to solve a problem, typed in a search query looking for an answer or solution, found your business in the search engines (or on social media), and have clicked on a link to come to your website.

How to Get Found by Customers Online (The Tactics)

There are several strategies to getting found or to drive new visitors to your site when someone has gone online to search. They are:

How to Drive Organic Traffic to Your Website (by "Ranking" Your Website on Google)

  • Research keywords that are relevant to your target audiences.
  • Select keywords that face lower competition to better rank on them.
  • Create high-quality, relevant content that provides value to visitors.
  • Write headlines and titles in a way that entices potential visitors to click on your page.
  • Use internal links to guide visitors to other parts of your site that may interest them.
  • Cultivate external backlinks from reputable sources to show search engines your website is a trustworthy source.

Factors That Could Affect Your Google Ranking

  • Backlinks from high-quality websites
  • Page loading speeds
  • Poor site architecture
  • Mobile friendliness
  • Blacklisting of your site by major search engines for poor SEO practices
  • Mail or web server problem
  • Domain age and authority
  • DNS problems

 

Schedule a Free Strategy Session for Driving More Traffic

Finding Your Customers Earlier in the Funnel Through Blogging and Content Marketing

One way to make your website easier to find by your target audience is by focusing on ranking for long-tail keywords in your blogging and content marketing. Long-tail keywords collectively attract 50% of internet traffic while short-tail keywords attract the other half. Long-tail keywords are longer than short-tail ones and usually include three words or more, making them useful for targeting much more specific demographics than long-tail keywords. They also face far lower competition than short-tail keywords, which are usually dominated by major, well-established websites.

You can use long-tail awareness stage keywords that someone would might search for when they are thinking about the kinds of services or products your company provides. This can help you to attract visitors who are in the beginning stages of the buyer’s journey, allowing you to keep your company top of mind throughout it. You can use long-tail keywords throughout any piece of content you send out to better attract the type of visitor you want. You can include them the text itself to the HTML tags your prospects will view before clicking on a link.

Content Marketing Tactics for Increasing Traffic


  • Always create content for the buyer persona.
  • Optimize that content around a pain point, concern, topic, or question the buyer persona may have or be interested in.
  • Create content that target prospects at different stages of the buyer’s journey.
  • Always go above and beyond the content that’s already out there on a given topic, making your piece more robust and giving your piece a greater chance of ranking.
  • Don’t write for search engines; write for humans. However, you can sprinkle “semantic” keywords throughout the piece or use Google’s “Suggest” feature to find out what users may be looking for. Include the primary keyword in the title, URL, first paragraph, and at least one subheading of the article.
  • Don’t simply wait for SEO to work: Promote, promote, promote. Publish on social media. Leverage existing connections in the industry to build backlinks to your content.

How to Increase Web Visitors Fast Through Paid Advertising

One way to make your website easier to find by your target audience is by focusing on ranking for long-tail keywords in your blogging and content marketing. Long-tail keywords collectively attract 50% of internet traffic while short-tail keywords attract the other half. Long-tail keywords are longer than short-tail ones and usually include three words or more, making them useful for targeting much more specific demographics than long-tail keywords. They also face far lower competition than short-tail keywords, which are usually dominated by major, well-established websites.

You can use long-tail awareness stage keywords that someone would might search for when they are thinking about the kinds of services or products your company provides. This can help you to attract visitors who are in the beginning stages of the buyer’s journey, allowing you to keep your company top of mind throughout it. You can use long-tail keywords throughout any piece of content you send out to better attract the type of visitor you want. You can include them the text itself to the HTML tags your prospects will view before clicking on a link.

Content Marketing Tactics for Increasing Traffic


  • Always create content for the buyer persona.
  • Optimize that content around a pain point, concern, topic, or question the buyer persona may have or be interested in.
  • Create content that target prospects at different stages of the buyer’s journey.
  • Always go above and beyond the content that’s already out there on a given topic, making your piece more robust and giving your piece a greater chance of ranking.
  • Don’t write for search engines; write for humans. However, you can sprinkle “semantic” keywords throughout the piece or use Google’s “Suggest” feature to find out what users may be looking for. Include the primary keyword in the title, URL, first paragraph, and at least one subheading of the article.
  • Don’t simply wait for SEO to work: Promote, promote, promote. Publish on social media. Leverage existing connections in the industry to build backlinks to your content.

 

Schedule a Free Strategy Session for Driving More Traffic