The effect the internet, apps, and associated web technologies have had on modern business has been unmistakable; however, if you’re to take full advantage of the opportunities offered online, you first need to generate traffic.
Almost without exception, the greatest problem faced by web admins and content producers is finding ways to attract users to their pages. In a world where there are now more web pages than people, it’s little wonder that generating visitors has become such a challenge - however, there are some proven tricks and tips you could try that should help build your audience.
Actively engage in Search Engine Optimization (SEO)
In today’s modern internet landscape, spending time to ensure your site is found on search engines has become almost more important than the content you produce. The simple truth is, if your site isn’t seen, it won’t be providing a tangible benefit to either you or your potential audience.
Recent statistics show that the king of search engines, Google, processes a staggering 40,000 search queries every second, equating to an even more impressive 3.5 billion searches per day or 1.2 trillion per year.
Needless to say, Google’s platform is also the most popular search engine, accounting for just over 92% of all searches, so you must feature high on its Search Engine Results Pages (SERPs) under your desired terms and the keywords/key phrases – the type your demographic (potential and existing) is most likely to use to find your content.
Search Engine Optimization (SEO) is the highly detailed and involved process of ensuring sites feature high in Google under specific terms and is one of the most sure-fire ways to build traffic to your site and guarantee your pages are found. To achieve the best results, you should consider investing money with a specialist SEO and web marketing firm.
Expand into foreign markets
By its very nature, the internet is global and offers huge opportunities to reach into foreign territories. While you will undoubtedly have to spend time and effort producing content targeted to specific nations, the benefits can be huge - particularly if you already have e-commerce operations and offer products or services that could be used overseas.
Instead of just thinking locally, you should explore the chances of selling nationally and even internationally. Companies like Smartling offer complete translation and localization services which could have you running foreign versions of your existing site in no time.
Build your social media profile
In our modern connected age, it’s no longer enough to just have a website - you need to get social too. These days, consumers expect firms to have a strong presence on the main social sites and often use the platforms to find out more about a company and its operations.
However, perhaps more importantly, the social media sites also offer companies an unrivaled opportunity to engage positively with their clients and foster closer, more meaningful relationships, in turn building their brand and instilling customer loyalty.
At a minimum, you should ensure your site is on the major players - Facebook, Twitter, Instagram, and YouTube. However, don’t just automatically discount the (by comparison) smaller platforms like Pinterest, LinkedIn, or TikTok, etc., which can also bring significant benefits depending on the type of products and services your firm offers.
For example, with a 71.1% female user base, Pinterest has been used to great effect by companies specializing in primarily female-oriented products - particularly fashion and beauty firms.
Just one word of warning, however - before choosing which social channel is right for your firm, you should spend some time thoroughly researching the demographics of each to see how well suited they are to your firm. Unless you have money to burn or a dedicated marketing department, trying to promote yourself on too many platforms will just end up with you over-stretching resources and, ultimately, alienating users through poor content and service.
Put money aside for a web advertising campaign
Sometimes the more traditional forms of promotion can work best and, while there is undoubtedly a huge array of marketing work you can do for free these days, in some cases, advertising might be your best solution for getting your name out there. However, again, you should do some research to work out which particular form of advertising stands the greatest chance of resonating with your customer base.
The world of marketing and advertising has been turned upside down by web tech, and these days there are almost endless options for promoting your firm, which go far beyond the traditional real-world services (TV, radio, print, etc.) that were the mainstay for so many years. From paid search ads to advertising on social media sites, you’ll be almost spoiled for choice when it comes to finding the right model for your firm - but you must try to work out which service your clients use most.
Write engaging, irresistible headlines
Headlines are your hook - not only for users but for search engines too - so you should take time crafting everything you publish so your articles have the greatest chance of attracting views. There are multiple resources online that will help you write better headlines, but, as a rule, you should try to summarize your content in a short, punchy, thought-provoking title - a title that you would click to read more.
Content is king
It may be over 25 years since Bill Gates first published his seminal essay, “Content is King”, but its message rings as true today as ever. Pretty much every successful website in the modern age has found success by offering unique, engaging, and interesting content - the type of material that can’t be found in other places. However, if you want one guaranteed way of driving content (and encouraging visitors to come back), you need to start at the base level with good quality content.
Use <h> and <alt> tags to split up text and describe images
Modern search engines are becoming increasingly sophisticated and attempt to mimic a human user by interpreting the text on pages. Using Artificial Intelligence (AI) software, these platforms are now so advanced that they actually ‘read’ content to better position pages in their search results.
One of the best ways you can help search engine ‘spiders’ to understand the most salient points in your text is to split content by headings (<h> tags) while you should also always use <alt> tags for your images to help the engines understand your site’s pictures.