If you are wanting to increase leads/sales online, or in-store, driving more targeted traffic to your website should be one of your key marketing objectives.
Here are some top tips that will help to increase traffic to your website:
1. Understand where your current traffic is coming from
Traffic can come from a variety of channels, social media platforms and other websites.
Google Analytics provides valuable insight on your traffic and your website users. It requires tracking code to be inserted into your website in order to capture data, and once this is set up, the data is collated immediately and gathered over time.
You will see a variety of metrics that you can measure and analyse to better understand your audience, your traffic and how users interact with your site content.
Getting into the habit of analysing this data monthly/quarterly or even annually will help you to adapt your marketing to maximise on opportunities.
If you are running a Google Ad Campaign you can also sync your Google Ads account with your Analytics to see how your paid traffic compares to that of your organic traffic or social traffic.
2. Which social platforms are your target audience using that could present opportunity?
Google analytics can segment the social traffic to show you all the different social platforms that are currently sending traffic to your website.
Look at the data over a 6 month period to get a really good idea of where most of your traffic is coming from, then ask yourself, is this the right social channel for my business?
If it is, then explore more opportunities for maximising your brand visibility and engagement on this platform. If it isn’t then do some research to find out which social platforms your target audience frequent and create a brand awareness campaign to drive traffic to your website through these platforms.
3. Find out how well is your site optimised for your important keywords
Have you noticed your competitors showing in Google search results more prominently than your business?
Is the percentage of traffic from paid search higher than organic search?
If the answer is Yes, then you will need to review your current SEO Strategy and consider investing more in SEO for 2023.
An SEO Audit will measure your current level of site optimisation, find any on-site SEO issues, what keywords your site is ranking for and how much visibility your site has for these keywords.
From this initial audit, we then recommend conducting Keyword and Competitor Analysis for deeper insight.
4. Find out what keywords present the most opportunity for increasing traffic?
Keyword Research Analysis is an important part of any SEO strategy because keywords are your traffic drivers. Google needs to understand your content and find it highly relevant to the user search query for it to rank your content in Google search results pages.
There are 1,000s of web pages that could be relevant, so to get your content on Page 1 for any keywords is a real achievement in today’s competitive marketplace and you will need to ensure your content ticks all the boxes to make it work in Google.
5. Outrank your competitors on high-traffic keywords
When we analyse the traffic data from the Keyword Research, we will see which keywords show the highest monthly search volume. We can segment this to global volume, UK volume and even town/county search volume, useful if you are targeting a local audience.
Analysing your top competitor domains who are currently outranking your site on valuable high-traffic keywords will help you to better understand how much more rank and authority the site has and whether it is even feasible for your site to outrank them.
It can take a lot of time and effort to outrank domains which dominate top search results, so it’s important to manage expectations and ensure the budget available is sufficient to achieve the level of gain required.
6. Understand the opportunities Google presents
As of July 2022, Google has 83% of the global search market. Bing accounted for nearly 9% and Yahoo’s market share was 2.55%. 1
Google presents a massive opportunity for businesses to market their products and services. If your site can’t be found easily in google, you will missing out on a substantial amount of traffic, leads and sales.
Google continually strives to improve its algorithms to present users with better experiences when they visit websites through Google search. Google likes sites that provide quality, unique content that is useful to users and so your content and utilization of keywords is a core component of SEO.
With over 100 factors correlating to page rank, it is so important to tick as many boxes as you can to comply with Google Best Practice Guidelines as this will help ensure your site maintains and improves its rank and visibility for the future.
7. Adapt your SEO strategy to maximise opportunity
Just as we thought life was finally getting back to some kind of normal, we are facing new challenges as some major economies fall into recession, inflation soars and the energy crisis intensifies.
We are heading into a recession, and sadly this will result in businesses large and small facing declines in sales and profits. It is a critical time for businesses and if you haven’t done so already, it is best to start analysing how an economic downturn could impact your business.
Putting a contingency plan in place now will help prepare for different outcomes, and will help you to manage market shifts and changes in user search behaviour more effectively.
Adapting your marketing and SEO strategy during these challenging times will be key to your business success. You may need to keep a tighter rein on costs, and you will need to prioritise, but cutting marketing spend completely will not win you more business. You will need to assess where best to invest the budget you have available which will give you the highest return.
8. Complement your SEO strategy with a Paid Search Strategy.
You will achieve greater brand visibility and drive more traffic by advertising on Google search and shopping.
Google shows ads at the top of search results pages, and in the Local Pack results (maps listings).
You will also see the Shopping Ads carousel, and you can click on the Shopping tab to see all the shopping ads relevant to your search.
We will create a paid search strategy that will complement your SEO strategy. So, for example, if your site is ranking top for a certain keyword organically, we wouldn’t include this keyword in a search campaign as you don’t want to be paying for clicks when your site is ranking top organically and attracting free traffic.
We will ensure that your paid and organic search campaigns complement one another, so you get the best of both worlds by driving traffic from paid and organic results for a variety of keywords, further increasing your leads and sales.
9. Improve your local search visibility.
If you are targeting a local audience, you will want to be investing in Local SEO.
Local SEO is about making sure your business is visible to users who are searching locally. On mobile devices, Google uses the users GPS location and your business location, along with relevancy of your content to the user search query to display results.
The search results will show the placement of your business, along with others, on the Google map and will provide the user with information such as telephone number, address, website, store opening hours, reviews, and more. This is called your Google My Business listing.
Optimising and regularly posting into your Google My Business listing will put your business on the map and will help drive local traffic to your website or store.
There are a number of other ways to increase local traffic, including geo-targeting on your website, link-building and community marketing.
10. Get blogging!
And finally – embrace blogs as an important element of digital marketing. Many clients tell me they don’t have time to write blogs and they also don’t think anyone will read them. We have solutions to both!
We write blogs for many clients, across many different sectors. Our blogs are unique, informative and they are absolutely read by many! We know this because we track the page views through Google Analytics and most often, the blog pages get more views than any others, with the exception of the home page which should always get the most hits.
Running a regular blog will help your site attract more traffic. It will add more pages to the Google index. It will stimulate deeper searchbot crawls of your site as they will see fresh content is being regularly posted. This will increase impressions in Google search results for relevant searches.
A blog will increase user engagement on-site. It can provide answers to questions that people are commonly searching for. It can enhance your domain authority and trust.
There are so many reasons why a blog should be a part of your marketing strategy. Get blogging today!
We hope you have found these tips useful. If you would like to get started on preparing your 2023 SEO & Marketing Strategy, please get in touch with Louise on 07814 391221 or visit www.whizzmarketing.co.uk to request a FREE Website Audit.