Every business wants to increase website traffic. More traffic means more customers. While there are several options for increasing your traffic, not all of them are created equal or provide equal results. Having a system to constantly improve and increase website traffic is the best approach to drive new customers.
How to Increase Website Traffic with a Systematic Approach
If you've done any research on search engine optimization or other ways to drive more traffic to your site, you've no doubt heard the mantra, 'Content Is King'. That statement, modified a bit to read, 'Great Content Is King', needs to be the foundation of your systematic approach to increasing website traffic.
Creating great content that your desired audience wants, needs, and is actively seeking out is the most important thing you can do if you want increase website visitors. It's the only way (barring a massive pay-per-click advertising budget) that you will consistently and systematically drive an increasing amount of traffic to your website.
Research, Create, Optimize, Promote, Repeat
We use the five steps above for our clients to consistently drive an increasing volume of website traffic that is high in quality. Let's break down the steps in this system.
The key to great content is the work you put in up front to determine what is considered to be great content by your audience. That distinction is very important. What you think is great content plays second fiddle to what your desired audience thinks is great.
To research what content will resonate well with your desired audience, you need to fully flesh out your buyer personas, their buying process (buyer journey), and the keywords they use to research throughout their buying process.
You need to understand the topics that they are looking for. You need to find the types of content that they like to consume, be it blog posts, infographics, videos, or longer form content. You need to identify the channels they use to look for content such as search engines, and social media.
For each piece of content you produce, you need to research the topic well. You need to understand the best format for the content. You need to know why your desired audience would want the content and where they'll be looking for it.
This step is the most overlooked and bypassed step in the system. It's tempting to jump directly into the writing step. Throwing blog posts on your site in hopes that traffic will follow. If you want to get an increasing number of the right people to your website, you have to be successful in the research step. Don't skip it.
With research in hand, you should start creating great content. Content formats come in many shapes and sizes including blog posts, videos, infographics, ebooks, webinars, etc..
Once you've determined the format, use your research to build the content in a way that will best resonate with your audience. What keywords will they use to find this content? What will they find most important? What analogies will resonate best with them? What are their motivations for consuming this content? Your research should provide the answers to these questions and lead to the creation of great content!
Using the web's distinct analytical advantage over any other form of marketing, you can evaluate how your content performs over time and optimize it for better results. Is it driving an acceptable amount of new traffic? Are the visitors taking the actions you want them to take when they consume the content? Is the content being shared in social media?
Chances are good that you'll find ways to improve the content you created. That may require rewriting the title for greater impact, or reorganizing the order in which the content was delivered. You may find that the keyword you're focusing on isn't the best way to get eyes on your content. The important thing is to evaluate your content and make improvements. Squeeze every bit of results out of each piece of content.
After you create and optimize your content, you have to promote it. This means sharing it in social media, sending it to your email list, boosting it in paid channels, and enabling your sales team to share it with relevant prospects.
You might be wondering why you don't promote the content right after it's created. It's fine to share the content in social and email before optimizing it further, but don't go crazy yet. Save your aggressive push until you have a bit of data on how it's performing.
With your content optimized, schedule out social promotion of the content for the next 3-6 weeks. Pull gems of information from the content and use it in your social posts to entice a click. Now is a great time to boost content with paid support in social channels, especially if you think you have a real content winner.
Your goal with promoting the content is threefold. One, you want to get immediate eyes on your content. Two, you want some of those eyes to value your content enough to use it as a source in their own content, where they will link to your content. This helps tremendously with your content's search engine rankings. Three, you want people in social to share the content in their own channels, furthering your content's reach and audience.
Every step in this process needs to be repeated, as frequently as possible. As you can imagine, the more you repeat the process and research/publish/optimize/promote content, the more you will increase your website traffic.
Yes, you read that correctly. You have to research consistently. Not only for the topics you're creating content for, but for your audience. Your buyer personas should be consistently improved, and your keyword opportunities will change over time. You have to be proactive in your research.
The Proof Is In The Data
Do you need proof that regular content production will lead to an increase in website traffic? Here're some stats to back up the claim:
- Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0-4 monthly posts. (source)
- B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month. (source)
- Websites with an active blog have 434% more indexed pages in Google - meaning your site will rank much better, driving more traffic. (source)
- Marketers who prioritize blogging are 13x more likely to achieve a positive ROI on their efforts. (source)
- Companies with active blogs benefit from 97% more links to their website. This increases your search rank, driving an increase in website traffic. (source)
- On average, compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic. (source)
Use This System To Increase Website Traffic
Instead of throwing darts and seeing what sticks, try using this system for increasing your website traffic. Give it 3 months. You'll be happy you tried it out.
For more ways to increase website traffic, check out this great resource: