» auteur: James Mahony
Have you taken full advantage of ALL the sources of traffic? So you recognize the need for content in order to satisfy both the customer AND the search engines. But how does content actually bring your web site traffic? Since it's been established that the main methods of driving traffic are from search engines and hyperlinks from other sites, most of these suggestions will contribute to one method or the other and occasionally both. Some suggestions include offline activities that can attract another audience altogether. By diversifying your tactics you are creating a well-rounded game plan to drive traffic to your site. Search engines are the main source for internet users to find the information they are looking for. Being listed high in the search engines means more people will find you when looking for the product, service or information you provide. Search engines use different methods for determining your position in the listings. Understanding how they work and what they're looking for can help you get the best listings. Hyperlinks are links that direct a visitor or search engine to another website or page. When websites provide a link to your site it tells the search engines that you are valuable and thus affects your position in the listings. In the right place it can direct human traffic to your site as well. Here are a few suggestions and examples you can use to improve your search engine position and create hyperlinks to your website. Which methods will work for you depend on your website, writing abilities and determination. Keywords Keywords have always been important to search engines. People use search engines to find information on a topic by typing a word or phrase and receiving a list of the most relevant sites (as determined by the search engine). Not using keywords properly is where many have gone wrong. Filling a page with keywords will NOT get you a good rating with the search engines. However, writing content that uses popular search words WILL. By researching the popular keywords for your topic or product, you can create information that places these words into the context of an article for your website. By creating an article and optimizing each page for a separate keyword you can easily get the search engines to include you in the results when users search for that word or phrase. Depending on the competition you may find yourself surprisingly close to the top position after the search engine finds you. Information Information is the basis of the internet. By providing search engines and visitors with plenty of information on your topic you will provide plenty of opportunities for the search engines to list you in the search results. By creating information you will also become a resource for other websites that may link to you, providing your site with valuable hyperlinks. Information is a great way to show your visitors that you have something worthwhile to impart and they'll be more likely to recommend you to others. Information can be news related to your topic, updates, commentary or tips and hints. Everyone loves a 'how-to...' format, so consider creating one for your site for the most attention. Web Pages Websites NEED pages. The more, the better. Having a website filled with keyword-filled, template style pages will not impress the search engines or your visitors. However, websites with pages of real content and relevant links to other sites will become a feeding ground for the search engines. Slowly but steadily adding pages of real content will help your site attract the search engine spiders on a regular basis. This is the 'tortoise wins the race' philosophy to making friends with the search engines! Creating content for these pages is crucial. Your visitors may land on a page of your site that is not the main page. Having information on every page that focuses attention on your main product or service will generate more interest and sales. Newsletters Have you heard that 'the money is in the list'? What list are they talking about? Your SUBSCRIBER list. Yes, with close to 80% of sales taking place after the first contact it is imperative that every website have a newsletter when possible. The percentage of sales goes up with each contact - the highest percentage being made after 5 to 7 contacts. But to have a newsletter you must have content! So start putting some ideas together and write those newsletters. Set up your website to attract subscribers and wait for the follow up of traffic as they open their email and come back to your site. By giving your subscribers relevant and valuable content, you can build trust and can offer suggestions to promote your products, services and affiliate links. Your visitors will judge you based on the value of the content you send. If you only advertise without giving beneficial information for free, your subscribers may soon start deleting your emails without reading them. Develop a series of brief but informative articles. Perhaps the bulk of the information can be created on an optimized webpage and an introduction be presented in the newsletter while directing them to your site for further information. Getting your subscribers back to your site should be the primary objective. Free Reports Free reports are a great way to attract subscribers to your newsletter. These reports can also be given away by other people (on related websites) with a link to YOUR website inside. You provide them something to give to their customers for free and you get the traffic that follows! By including a free report on a topic that is relevant and of interest to your visitors as a subscription bonus you can entice hesitant visitors to sign up for your newsletter. Make certain the report has value for the subscriber or they may feel it was simply a bribe to capture their email address. Identify a problem or question that might attract your visitors. Write a two or three page report that gives a partial solution. Indicate your product or service as part of the solution, but do not necessarily make it sound like an advertisement. To create your report you can provide more details to your service than is listed on your webpage (ie: 'Find out how YOU can save money on home repairs with this special report...). You might also try one that warns of a danger (Are you putting YOUR family at risk? Find out with this special report...). Send the report via an autoresponder or manually send it to your subscribers as soon as possible so they remember to open their email. Submission to Article Directories If you are writing content for your own website then you don't want to overlook the benefits of sharing your efforts with others. By writing short articles on the topic related to your website, you can offer these articles for other website owners or newsletter publishers to use by submitting them to an article directory. These directories get spidered by the search engines on a regular basis because of the high value of the content they provide. If you have not yet been picked up by the search engines this is the easiest way to get them to find you. You also get exposure to those who look for articles in the directories for use on their sites. When they make use of your articles on their websites or in their newsletters, you will get the credit as the author along with a link to your website. Not only will you gain visitors, but you will benefit from the hyperlinks that are created. Submission to Relevant Websites Another beneficial use for articles is to offer them directly to sites you would like to share an audience with. This is not only a great way to gain credibility for your topic, but will provide useful hyperlinks all over the internet. Sometimes you can even get links from sites that would not agree to a formal link exchange request. If the site which uses your article is a high traffic site you will also gain invaluable exposure to the visitors reading your article. Forums Forums - groups of internet users that discuss common interests online - are a fantastic way to share information. Search for a forum that discusses something related to your website. Be sure to spend time 'lurking'. That means reading the posts and becoming familiar with the style of discussion and written (and unwritten) rules. Most forums forbid spamming. What is considered spam by one forum is perfectly acceptable by another, but blatant advertising rarely is appreciated. In most cases you can either post a link to your website in your signature or share information that arouses questions about your website from other posters. Some forums permit you to post your articles (if the forum is business related). If you are unsure about the policies, be careful. Offering free advice can sometimes be enough to establish credibility and if you have a blog or other non-marketing site you may be able to send traffic to that first and encourage visitors to visit your website from the blog. Search Engine Optimization Articles for Website Content