How to Drive Quality Traffic to Your Website7 min read
Just a few years ago, a consistent blog posting schedule might have been enough to make the leads roll in.
Fast forward to today, in a cluttered, noisy, content-saturated digital landscape, you need to drive quality traffic that converts.
Google has been making a million changes that revolve around the intent and the context of your content, and mobile use and app use is predominating the user space.
Ergo: you can no longer rely on the sheer quantity of content you’re putting out into the world. Blogging regularly just doesn’t work anymore.
Unfortunately, too many business owners still focus exclusively on the quantity of traffic over the quality of visitors to their website and excessively publish content to accomplish this.
Here’s why that’s a problem:
Although it is relatively easy to drive large amounts of traffic to your website, it is much harder to get them to stay and eventually convert if they’re not the right people visiting your site. At this point, you’ll only see your conversion rate go down a slippery slope.
If you’re reading to refocus your priorities from a higher volume of traffic to higher quality traffic, you’ve come to the right place.
Here’s how to get started:
1. Start with asking yourself the right questions—we’re serious.
More important than ever, you need to ask the right questions to yourself as well as answer the right questions for your audience.
And it has to start with your business.
It’s easy to get overly excited about getting to work and just go go go, but this is more likely your cue to stop for a second.
Even if you’ve been doing this for years, sometimes you’ll need to stop, breathe, and answer important questions about your business and your goals before you can do anything. Otherwise, you risk getting just as lost as everyone else who visits your website.
I can almost hear the groans from my desk. “I already know who my audience is and what they want. We’ve been doing this for years, we don’t need to keep revisiting these questions.”
I know, I know. But even our team makes new discoveries when we ask ourselves the following questions and carefully think them over:
- What value do we provide to our customers?
- What do we want to achieve from this marketing campaign? Is it brand awareness, lead conversion, attracting new visitors, etc?
- Are our personas up to date? If not, we need to update those.
Don’t underestimate this—our clients and even our team revisits these questions every time we consider a new strategy and we uncover new things nearly every time.
Then it shifts to your audience.
Because of today’s oversaturated digital space, you’ll never get through unless you have a strong understanding of what your audience is asking for.
Without understanding whom you wish to reach and what specifically you want them to do, it’s going to be very difficult to track the quality of visitors that are coming to your site.
I recommend asking the following questions:
What are the top two or three biggest problems they need you to help them solve?
What questions do they typically ask and can we answer those questions on our website?
Where do our prospects like to learn about information? Do they like videos on Youtube? Reviews on Amazon/Yelp/etc? Do they even like blog posts?
What are their biggest push-backs? Can we address those on our website?
2. Pair down your blog posts to only the high-quality ones.
Nowadays, less is more when it comes to blogging *cue cheering.*
If you’re like many other businesses, the past few years have been filled with a lot of writing, rewriting, and publishing nonstop, once or twice a week, for years.
I get stressed out even thinking that we all used to do that. The burn-out was so real.
But today, frequency isn’t the most important thing. What is important is that we cut through all the crap we all have been saturating the internet with and provide only long, high-quality, helpful, engaging content to be found online.
Here are your next steps for having only high quality content on your website:
- Audit your existing blog content to see if some of it can be grouped together. If you have 6 pieces that talk about the same thing, consolidate and reoptimize the content to make only one high quality post. You’re better off having 1 comprehensive post about a topic than 6 mediocre ones.
- Delete the bad ones. Seriously, the ones that have only a few visits and are only 500 words aren’t doing you any favors. If anything, they’re hurting your domain authority as people who do find them end up bouncing.
- Identify the posts that are getting decent traffic and find ways to make them better. Try and make the format more engaging and add graphics. You can also, of course, add more content to make it more comprehensible and higher value.
Once you’re finished there, then you can…
3. Update your content strategy with topic clusters.
Three years ago, nobody was blogging.
Today, there are so. Many. freaking. Blogs. You can find a plethora of good ones and bad ones—it’s become extremely difficult for anyone’s content to stand out online.
And Google knows this. That’s why there has been an enormous shift in learning the context and intent behind people’s Google searches. There’s a reason why my search results will be different than yours, even if we typed in the exact same thing.
I’ll just give you the 10,000 ft. view now, but here’s why it works that way.
Search engines have shifted to a more topic-centric experience, rather than keyword-centric.
Once you’ve written your high-quality, helpful, long (1200 words at least) blog posts, use a cluster strategy. You must link relevant blog posts to one another, connected to a high-quality longform piece of content—referred to as a pillar page—in the center.
This SEO strategy gives Google the tools to learn the context and intent behind your content.
For example, let’s say you’re telling the life and story of Mario. With the correct cluster strategy, searchers who are looking for Mario Balotelli, the Italian professional footballer, won’t find your 1500 word write-up on Mario from Super Mario Brothers.
Furthermore, your strategy gets more Nintendo and gaming nerds to your website, as opposed to soccer fans and coaches. If your target audience is gaming nerds with money to burn, this strategy is great for attracting the high quality traffic you need to convert on your site.
I recommend watching this 1:40 video to give you a firmer understanding.
4. Stop stressing about constantly posting
Remember when we used to have to post all the time, once a week, twice a week, forever until we died?
That doesn’t make a damn difference anymore.
Part of the reason it doesn’t work anymore is that we all spammed the internet with mediocre, unhelpful posts. Now? There’s a new cluster strategy in town to help eliminate the low-quality posts we’re all guilty of having on our sites.
Many companies have begun exclusively publishing when they have a high-quality worthwhile post—even if that means it doesn’t go out on Wednesday at 7:00 am every week. I would recommend taking this approach now if you haven’t already.
Stop stressing about the weekly posts and instead stress about how good your post is going to be.
5. Promote, promote promote!
A lot of companies are guilty of not promoting their content enough.
Publishing your content and waiting for organic traffic won’t be enough to drive enough eyes to your post to make it worthwhile.
There’s an enormous opportunity for traffic that so many of us miss out on. We’ve all heard the rule of 80/20 (Spend 20% of the total time writing your content, 80% just promoting it), but many of us just don’t follow it.
Find all the channels your audience use online. Paid ads can be a really helpful and inexpensive way to target new people who would love your content. Share your content with people who like to share your type of content. Share it with people who like to write your type of content.
The important part is that you don’t skip this step. Here is a promotion checklist you can use:
Short term promotion:
- Send emails to current blog subscribers and current contacts.
- Upload relevant messages to Facebook and create lookalike audiences.
- Schedule a lot of social posts that promote your content, and don’t be afraid to share interesting snippets from your post.
- Answer 5 questions on Quora.
- Reach out to people who link to similar content and ask them to give a word for you.
- Comment on five blog posts on relevant, authoritative sites.
Long term promotion:
- Build relationships with industry influencers and maintain them.
- Contribute to industry newsletters.
- Guest blog on authoritative websites in your industry.
- Become active in industry online communities like inbound.org.
- Boost other top-performing content that you’ve written on social media after you’ve learned how they resonate with audiences.
- Launch remarketing ad campaign.
- Update/expand your top-performing content.
- Repurpose content into new formats.
- Keep creating content to support your topic clusters.
One of the fun and interesting things about marketing is that the climate is always changing (It can also be a pain in the ass if I’m being honest).
Even looking back just 2 years ago we can see how much has changed with how marketers produce content, how people consume it, and how people behave on websites.
If you want traffic to your site, you need to keep up. If you want quality traffic to your site, you need all the right tools in your belt and the correct strategy in place. Otherwise, you’ll just get lost in all the noise and attract the wrong people.