Website traffic is primarily controlled by the search engines. They are the traffic cop in the intersection telling web visitors doing a search where to go or more precisely which website to visit. One totally free way to increase the traffic to your website is to provide content. Not just any content will do though. It has to be good quality content that answers the visitor’s search query.
Create Content For Your Target Market
Before we go too far on what kind of content to provide, you first have to know who you are talking to. You must identify who your target market is. If you want to get more customers, it is crucial that you know what your ideal client looks like. What they are thinking? What keeps them up at night? What affects their lives and so on?
Not only do you want to know what keeps your customers up at night but you also need to know what they look like. How old are they? If you are looking for teen website visitors, your subject matter will look much different than if your ideal client is over 50. Other questions you need answers to are:
- What is their gender?
- Where do they live?
- How much education do they have?
- Do they have children?
- What are their hobbies or interests?
- The more you know about your target market, the easier it will be to create good content.
Get Hits by Offering Lots and Lots of Content
Now that you know who you are targeting you can better get inside their mind to see what kind of questions they have and provide the subject matter that answers those questions. Writing for the web is easier when you know your industry inside and out. When you know all the answers to everyone’s questions, you become the “Go-to Guru”. So right about now, you may be saying, I’m not a writer what do I write about?
The great thing about website visitors is that they are regular people too. Talk to them just like you would talk to a customer on the phone. In fact keep track of all the questions that you get by phone, in person, and via email and create a FAQ web page for your website. Other ideas to help you write content are:
- How-to articles.
- Definitions. If you are in an industry that uses special lingo, provide definitions.
- Check out your competition for ideas.
- Case studies.
- Tell your visitors your story. Where you came from and how you got to where you are.
- Common mistakes and how to avoid or fix them.
- Benefits of your product or service.
- That should give you some good content creation ideas. But don’t just write; write so that the search engines will increase your website traffic.
- For that, you need to provide good quality content.
Defining Quality Content
It takes more than just words on a screen to be considered good content. If you write it, they may not come. But if you write it while keeping a few things in mind, the search engines will give favor to your website and provide you with more traffic. Content creation plays an important role in an SEO strategy.
This is where doing some intensive keyword research in advance can pay off. In order for the search engines to find you and pair you with an Internet visitor, you want to use the same keyword phrases they use. Don’t go crazy trying to stuff so many keywords into your content that it stops making sense because the search engines are wise to that technique and it will actually hurt you not help you.
Another thing that search engines take into account when trying to decide what web pages to show a visitor is “bounce rate”. Bounce rate is basically a measure of how long someone stays on your web page. The better the information is on your landing pages, the more likely a visitor is to stay on your site. In order to keep a visitor on your page longer, you should provide the information they are looking for. As an example, I go back to an experience that I had looking for natural wood furniture. I found a site that had great looking furniture but when I wanted to see what kind of benches they had, I got chairs instead. Once I saw chairs and not benches, I was off that page faster than I don’t know what.
When it comes to the Internet, content is definitely king. Creating good content is dependent upon knowing what your ideal client looks like and what they are looking for. In the case of search engines directing traffic to your website, you want to make sure that your online content is created using SEO.
Your online marketing strategy should include attracting prospects with content, converting them into customers and analyzing the results to see what is working for your small business. Then do more of what works and less of what doesn’t.