Ultimate Tips for Building Alternative Traffic Sources
Guest post by Stephanie Norman*
There is one goal many designers are forgetting about: making sure that their traffic sources are diversified across different channels. As a result, they commonly hit a dead end during a SERP experiment or an algorithm update.
In order to prevent the risk from losing a lot of audience from a single source, you need to know how and where to create effective alternative traffic sources. Before we go any further, you need to answer a question:
Does Your Traffic Depend Too Much on Google?
If the traffic to your website is coming solely from Google, you have a problem. Yes, it’s important to create a site that can be easily located through an online research. However, you should not invest your entire budget and efforts for the goal of listing it among the first results for every single keyword and search phrase related to your niche.
Making your website detectable through search engines is a great goal! Nevertheless, the traffic should not be too dependent upon Google. Remember Google’s algorithm updates? One slight shift can cause serious troubles for your online project. There is no question about change when it comes to Google; it’s the one thing that remains a constant. Even ‘white’ SEO strategies are no guarantee for success after an algorithm change.
Think about the disastrous consequences that might occur if your Google traffic was affected. Do you have enough alternative traffic sources that would fix the damage? That’s exactly what this article is all about. You need a diverse online marketing strategy that will boost the popularity of your website even when Google plays another trick on you.
If all your efforts to please Google go in vain, there is one thing that will preserve the reputation of your website: content. You need to stay committed to publishing high-quality content across different media that bring organic traffic to your site. Here is how you can boost the volume of traffic you get through content marketing:
- Stay close to social media influencers. If they share your content, you’ll get more traffic than you expect.
- Turn a popular post into different types of publication. For example, if a particular blog was exceptionally successful, you should think about turning it into a video or infographic.
- Update the published content regularly. Even an old post can bring you more traffic if you refresh it with new information.
Link building is a huge challenge even for the most experienced marketers and web designers. It requires a lot of creativity and commitment to turn the links into actual traffic.
- This is the first thing you need to do: identify broken links that point to competitors’ websites. Then, you clearly need to replace them with your own links.
- Showcase your products and services through online portfolios, contests and marketplaces that will drive traffic to your website.
- Publish great content to popular websites, and don’t forget to add some links.
Remember the importance of social media marketing
No web designer should avoid social media. It doesn’t matter how you feel about people’s tendency to gain attention through these platforms; you simply need to get your website out there because social media offer great opportunities for boosted traffic.
- Promote posts and products/services on Facebook, Twitter and Instagram, and make sure to include a link that your followers can follow.
- Craft ‘shareable’ statuses and content, such as infographics, memes, and cool blog posts.
- Share plenty of images; social media users are attracted by visual content.
- Get your website promoted through paid advertisements on LinkedIn, Facebook, Twitter, Reddit, and StumbleUpon.
The previous point (gaining social media attention through ads) leads us to the most important aspect of your campaign: real advertising. You can build a lot of traffic through free promotion on different sites and blogs, but paid advertising will make your content visible to a larger base of target customers.
- Pay to get your website promoted on popular sites that cater to an audience similar to yours.
- Consider bringing previous visitors back through services like ReTargeter and AdRoll.
- Use Bing Ads. They will help you reach a greater number of visitors in a very short period of time.
Gain online and offline publicity
Not many website owners decide to promote new products and services via press releases. That’s a big mistake. A press release becomes a permanent part of the base of online content, so you should definitely use that opportunity to build more traffic.
Offline publicity is also important, so get your ads featured in newspapers and on TV. You can also sponsor sports teams and different competitions that attract your target audience.
Don’t forget the good old email marketing
This is a cheap, quick way of attracting traffic towards your website. If your offer is good and the text is written in an appealing manner, everyone will be tempted to click the link. Build your email database and send targeted messages to your lists! Here is how to make the email messages effective:
- Give unique discount codes to the recipients.
- Always include a link to your website in the signature of the email. This is common logic, but it’s surprising how people manage to forget about it.
- Get a deal with other websites and companies to send out email messages that contain your link.
Your Traffic Numbers Are Not Constant! Prepare for Unexpected Algorithm Changes
Google is your friend, but it can easily stab you in the back. You do everything to make the search engine happy by implementing SEO strategies on a daily basis, but a slight change in the algorithm will make you sorry you did all that work. You shouldn’t allow yourself to lose the most significant part of your traffic when an unexpected scenario occurs.
Every web designer should have alternative sources of traffic that will support the project through good and bad times.
*My bio: Stephanie Norman is a professional writer with 4 years of experience from Sydney. Also, she works as freelance online marketing specialist in Australian Writings, a company that offers assignment help for students. You can follow her at Facebook and Google+.