Whether organic or paid traffic, the important thing is that generating relevant content, in addition to being optimized for SEO , and not planning strategies to reach potential leads is investing time and money in underused actions!
If website traffic is capable of generating more leads, what are the best practices your company can take to ensure that this happens? Lead generation and sales conversion is a challenge most companies face on a daily basis.
Communication with visitors, leads or customers requires increasingly targeted content according to the stage in the funnel they are in — nutrition plays an essential role in digital marketing strategies.
In this post we will describe the concept of website traffic and how it can benefit your business by promoting lead generation. In addition, we will present 3 tips to increase organic traffic and information on how to invest in the paid model!
What you will see here:
- What is website traffic
- 3 tips for strategies to increase organic traffic
- Optimize your company website's SEO
- On-page SEO
- Off-page SEO
- Invest in content marketing
- Create social media strategies
- Also learn how to invest in paid traffic
What is website traffic
When visitors arrive on the site and start their shopping journey, they are starting traffic, that is, they came from a search engine like Google, for example, using keywords that are linked to your company's business - this is the organic or unpaid traffic.
In the form of paid traffic, visitors arrive through ads on social networks, which are also efficient, but incur a cost. This is the case with paid media such as Facebook and Google Adwords.
In both cases, when the site appears in a privileged place in Google searches, it is a sign that there is high relevance in content with high traffic capacity.
3 tips for strategies to increase organic traffic
Organic traffic is efficient and low-cost — according to the 2018 SEO Trends survey conducted by Rock Content, 77.3% of organic traffic growth is tied to an SEO strategy.
This means that a website optimized for SEO must have relevant content, with appropriate keywords, that are strongly linked to your company's business to rank well on Google during searches.
We've prepared 3 important tips to help your company's strategies and boost traffic growth. Let's see!
1. Optimize your company's website SEO
As we said, SEO — Search Engine Optimization, which means optimization for search engines is a process that makes it possible for people to find a company, product or service more easily, considering the keywords entered.
Within the SEO tools there are two strategies that serve as a basis for actions, aiming to increase traffic to generate and nurture leads until they leave the intention and migrate to the purchase decision, let's go to them.
On-page SEO
All the optimizations that your company performs within the website are called on-page SEO. Who will be your company's persona and how to define this ideal customer profile?
With these answers it is possible to start searching for keywords that connect with the possible interests, doubts or needs of your persona — it will be much easier to create strategies knowing who to focus the actions on.
Always be careful to link the content of the site with the keywords found, making sure that they will even reach the persona defined at the beginning of the planning.
A curious visitor will look for your company from a search, a referral or an advertisement. To continue browsing the site, the content must be engaging and provide some sort of attention-grabbing response.
Only after the on-page SEO strategy is well established should you move on to the second step and establish interactions outside the confines of the site.
Off-page SEO
All optimizations performed outside your company's website will be called off-page SEO. They may use social media, link building, social bookmarking or make mentions, but be careful, the quantity and quality of links are essential.
When this happens, Google understands that your company's content is really relevant and references your page, so your company will appear at the top of searches — just don't forget that quality should really be present in any type of content.
Both strategies are important for any company. Traffic can happen in any circumstance where your business comes up as a solution and answer.
Actions for SEO optimization should happen routinely , as the results are not immediate. The contents, especially those that bring data, must be updated to keep the information real and reliable.
2. Invest in content marketing
Without content marketing, a website may not have great appeal to visitors and lead generation becomes a frustrated goal. In addition to the ever-demanding and widespread relevance, content must hold attention from the first lines.
The good use of the keyword in a frank conversation with the persona, detailing the quality of a product or the efficiency of a service, makes the content easy to read and to be found during searches.
The essence of a well-produced content is perceived when it manages to create a close relationship with the visitor and invite, albeit through a subliminal message, to increase the journey time to learn more about the company.
The content must have an educational tone and add value to the brand, engaging everyone who intends to keep reading it continuously. We know that there is no magic formula, but many techniques can be used and adapted to the stages of the sales funnel.
In this way, your company will talk to different profiles at the same time and at different stages, using materials such as e-books, videos, infographics , to make them available in the company's virtual environment.
Use email marketing in the nurturing flow to offer content to leads with invitations to download an e-book or consume more content similar to what they searched for on the site.
The action of a lead after receiving an email from your company will demonstrate the degree of interest and help the intensity of the next strategies. Returning to the site will keep the traffic warm.
3. Create social media strategies
Social networks are essential channels for any company that wants to reach an audience that has the web as its main source of search. Producing good content and it does not reach the necessary traffic will result in losses for the company, whether due to the time dedicated to production or the faster lack of conversion.
Using a social media channel to promote content is an efficient strategy, because well-structured content, with important information for the consumer, is capable of generating not only traffic, but really interested leads.
Some media like LinkedIn, Instagram, Pinterest and Twitter can be used at different stages or circumstances to drive the company forward and engage readers to find and access the company website.
Also learn how to invest in paid traffic
Okay, organic traffic can be quite efficient, but you must know the paid version to have a background or even apply both at the same time. The actions differ by the type of post, but maintain the strong appeal of attraction and lead generation.
You can use Google Adwords or Facebook Ads to attract visitors, develop a relationship with the brand and stimulate the purchase decision. The experience that the consumer has in these channels is reflected in the entire strategy in the sequence.
While Google Adwords is an ad platform commanded by Google that suggests keywords to visitors according to their interest, Facebook Ads gives access to posts of different types of content, with the advantage of making the investment value more flexible, that is, you choose the daily value to pay for an ad.
Increasing website traffic can be a challenge, but it's not as difficult as it sounds. With the right tools and properly planned actions, you can find several opportunities to offer excellent content to those who visit the site.
SUMMING UP
What is organic traffic and paid traffic?
In organic traffic, the visitor arrives at the site through internet searches or referrals from friends. In the case of paid traffic, the company pays for the ads displayed on social media to attract and lead the visitor and future lead to get to know the company's product or service.
What are the two main SEO strategies and how do they work?
- On-page SEO — when content is generated within the site itself;
- Off-page SEO — when content is generated off-site, through link building actions.
Did you like the post? Now that you know best practices and what it takes to get successful results, how about getting in touch with Hubify and getting to know our company's work methodology and how we can contribute to increasing your website traffic!
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