Strategies to boost your web traffic
I’ve
seen it many times; a community or company spends time and money on a new web
site, maybe even a great one, and then assumes the work is done. There’s
nothing more to do. Unfortunately, that’s often where they end their marketing
effort. The web site then lingers, attracting very little traffic. Like cyber
driftwood, it floats along, virtually unseen.
You
see, visitors find a web site in two ways; they discover it via a search engine
or are directed to it through advertising or another promotional effort.
Search Engine Optimization
SEO
is a mysterious mix of art and science. In order to be effective, well-crafted
web sites must be written and programmed with a thorough understanding of how
search engines work. The Brand Acceleration writers and programmers are both
artists and scientists. They have an amazing ability to craft beautiful and
emotional prose while masterfully weaving in a mix of keywords and phrases that
help achieve solid search results. Then, our programmers create a brilliant
structure that helps assure positive rankings.
Keeping
things interesting, the search engine developers love to change the rules on a
regular basis. Google, Bing!, and Yahoo have made numerous changes in recent
months, keeping our writers and programmers on their toes.
Push Marketing Makes All
the Difference
The
next, and equally important, way that visitors find a web site is through Push
Marketing. Through a strategic plan that includes tactics such as social media
marketing, blogs, online marketing, and others, visitors are driven to web
sites and, if well-done, converted to customers.
The Story Behind Analytics
As
the creator and host of numerous web sites, Brand Acceleration has access to
the analytics that tell the inside stories of their traffic patterns. We
evaluate web traffic on a regular schedule, looking to see what works and what
doesn’t. Regarding the sources of web traffic, we want to see balance. Ideally,
we’ll see that visitors come evenly from search engines and push marketing
efforts. In other words, our desire is to know that everything is working well.
On
the other hand, the analytics will indicate the lack of outbound or push
marketing. When no effort is made to grow community of company awareness, the
analytics will show two common characteristics. First, web traffic (visitor
count) will be low and, second, a large majority of visitors will come through
search engines. This game of chance is grossly ineffective because there are
competitors out there that are working hard to attract the same prospective
visitors.
What are You To Do?
First
of all, you must realize that the creation of a great web site is very
important. See my recent blog entitled “You’d Better Have a Great Web Site,”
for more on this subject. However, the effort should not stop there. Next, you
have to accept the fact that marketing communications should never end. The
most successful web sites are supported by an ongoing strategy to grow
awareness and drive web traffic.
Our
most successful clients work closely with our team to identify key audiences,
understanding what makes them respond, and developing plans to generate
results. If your web traffic or business activity is less than stellar, maybe
we should talk. Contact me today to schedule a free, no obligation evaluation
of your web site and other marketing efforts. Together, we can discover what is
needed to achieve much higher results.
I’d
love to hear from you. Feel free to share your thoughts and personal
experiences below.
Have a
great week,
Jim Walton
CEO
Brand Acceleration, Inc.
Branding // Marketing Communications // Public
Relations
Indianapolis: 317.536.6255
Charlotte: 704:230:0394
Atlanta: 404.474.7980
Fax: 317.222.1425
Cell: 317.523.7380
Brand Acceleration
is a full-service marketing communications, brand management and public
relations firm with a focus on economic development, architecture, engineering
and construction.
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