Pay-per-click (PPC) is a great, and often a very impactful, way to quickly generate website traffic. However, the PPC model may not be a good fit for every situation.
No need to panic, though! You can absolutely still increase traffic to your website, even without paid efforts.
In this post, we’ll be sharing four of the most effective ways for you to accomplish this:
Search Engine Optimization (SEO)
As of 2019, Google accounted for over 75% of all search traffic. If you want your site to be seen, you must optimize it for search engines. SEO is a tactic that focuses on improving a website’s search engine visibility, thus generating traffic from people searching for terms related to your industry - also known as keywords.
While some tactics are easier than others, as a whole, SEO is fairly difficult to do without the help of a specialist. Optimizing your website for search engines takes more than just changing your titles to sound more enticing or installing plugins to catch aspects that require further optimization.
A truly strong SEO strategy is about developing a well-built website, sourcing both inbound and outbound links, and strengthening page authority. Employing these techniques requires research, testing, data analysis, and a strong understanding of what works and what doesn’t.
Another aspect of SEO to consider is that you will not see results overnight. SEO requires a long run strategy that will garner results over time. Don't expect to see your site ranking number one in search results immediately after implementing your first SEO tactic.
Considering all that goes into optimizing your website for search results, easily the most impressive aspect of SEO is the return on your investment. Your effort will continue to produce results and the benefits are compounding, meaning you will continue to see improvement over time if you stay up-to-date with best practices.
Social Media Strategy
Much like search engines, people use social media a lot - and for good reason! Dedicated and strategic social media publishing allows you to generate traffic from your followers on social platforms back to your website, as well as an opportunity to get in front of new potential customers.
The keys to successful social content are relevancy, consistency, and communication. Tweeting once every other week isn't going to do anything for you. However, if you provide consistent, topical content to your followers on a regular basis, you will start to build up a loyal following that provides you with the website traffic you’re looking for.
Keeping a consistent rhythm is important, but it is even more important to make sure that you’re doing so on the social networks that your prospects are actually using. If your target audience is manufacturers, chances are - Snapchat isn’t going to be the best option. Likewise, if your target audience is college students, Facebook probably isn’t the way to go either.
The most important takeaway for implementing a successful social media strategy is to consistently share relevant original (as well as third-party) content, and use the power of social to expand your network!
Reputable Referrals and Linking Strategies
Of all the concepts we’ll cover in this post, referrals are, without a doubt, the most difficult to achieve. You will have less control over whether or not your attempts are successful, and you won’t be able to obtain a large volume of them immediately, especially if you’re starting from scratch.
Referral traffic is obtained by having a link to your website included on another company’s website. These could come from a variety of places, ranging from a publication in your industry sharing a piece of your content to a satisfied client of yours posting about your contribution to their company on their own website.
The best way to get referral traffic is by increasing the amount of links that other people have on their website back to yours. It’s important to remember that you’re not going to get very far if you constantly pester people for links. Instead, create helpful and unique content (like a blog) that will naturally grow links because people want to share it.
Also - don't forget about organizations you’re a member of! If you’re a member of the local chamber or industry groups, this is an awesome way to get the shout-outs that will spread your company’s good name.
Any time you’re being linked to from another site, it is crucial to make sure that the links back to your website are working properly.
Forums & Group Discussions
Though social media could technically be considered a forum/group discussion, there are also many other platforms with which you could help increase traffic to your website.
The key to success when looking for forums to contribute on is to find a “hub” for your industry, where different companies with similar goals can share their content to help each other learn and grow. It may sound crazy, but sometimes your competitors can actually help your business!
If you can find relevant groups that are having discussions around the topics related to your business and provide valuable insight, eventually - you will get noticed. By growing your personal brand as a thought leader, you are also starting to trigger more traffic to your website, as well as distinguishing yourself in a sea of similar content.
A great place to start having these conversations is on LinkedIn. There, you not only have the opportunity to share thought-provoking, conversation-starting content, but also a chance to network and develop business connections within your industry. In other words:
- You get to share your content with the intended target audience
- You will see traffic to your website increase
- You are networking the whole time - just by posting on a forum!
These are some of the best tactics to implement if your goal is to increase website traffic, but your budget doesn’t have the space to accommodate paid advertising. SEO, social media, referral links, and forums can all provide value to your site in their own ways, but if you want our advice - we’d suggest trying them all!
Do you think your website could use some help, but you’re not sure if you’re the right person for the job? Schedule a free consultation with one of our SEO specialists today!