Expert Opinions: How to Draw More Traffic To Your Site

It’s the month of the side hustle here at TechRound, and we have been offering expert advice on how to set up your own if you’re considering it, alongside featuring some individuals who have been successful in running their own whilst still working alternative jobs. Here, TechRound has featured expert advice on one of the most difficult aspects of running an online business whilst still working full time: how to drive traffic to your website.

 

Experts featured include:

• Rachael Dines, Director of Marketing Agency Shake It Up Creative
• Angela Petulla, Senior SEO Associate at MattressClarity.com
• Abbie Roberts, Director, Senior PPC Specialist & Marketing Consultant
• Richard Morgan, Managing Director of Cyclone Computers
• Chris Ferris, Lecturer in Management/Digital Marketing at Jones Graduate School of Business/Rice Business
• James Taylor, Director of James Taylor SEO
• Jordan Lorence, Marketing Manager at MRL Consulting Group
• Jade Phillips, Chief Marketing Officer at Log My Care
• Zach Blenkinsopp, Digital Marketer & Owner of Digital Roofing Innovations
• Mathias Ahlgren, Founder of Website Rating
• Kamyar Shah, Fractional COO at Kamyar Shah
• Daniel Graham, Founder of OnBrand Marketing
• Jessica Pardoe, Account Manager at Source PR
• Sophie Attwood, Founder and Managing Director of Sophie Attwood Communications
• Philip Bacon, Director at Bacon Marketing
• Lou Ali, Head of Campaigns at Yard
• Natalia Brzezińska, Marketing & Outreach Manager at PhotoAid
• Joey Ta, Senior Manager, Website & Digital Marketing at Iterable
• Donal Burke, Co-Founder of Mindful Extracts
• Bharath Venkatesh, Head of Growth Marketing at Netcore Cloud
• William Cooper, Head of Marketing at William Russell
• Kieran Delpech, Performance Manager at Cake
• Lucie Heseltine, Paid Media Lead/Technical Marketing team at Extreme
• Stefano Roberti, Digital Marketing Consultant at AccuraCast

For any questions, comments or features, please contact us directly.

 

 

Rachael Dines, Director of Marketing Agency Shake It Up Creative

Website: https://www.shakeitupcreative.com/

 

“You don’t just want traffic to your website, you want the right traffic; visitors that will engage or subscribe with you and ultimately, buy from you. Businesses need people to visit, linger and digest and then take an action. But this will not happen without good content and a good on-site user experience. The best methods to earn traffic are marketing tactics with messages that resonate with an individual.

So first, understand your audience and the questions that they might be asking. I recommend creating lead magnets that educate or solve a specific need which are promoted via social media and digital advertising, with a click through to an on-site landing page. That landing page needs to be focused, meaning heavily-reduced distractions and a clear call-to-action. Search engine optimisation is also key and success here is not achieved without strong on-site content.

Utilise SEO to achieve appearances in the search engine results for relevant terms and then consider what is going to make the searcher click and come through to your website. Following that, what will make them hang around? It may be internal links to related, worthy articles, it may be a video, it may be trust-building content like case studies. The fight to gain clicks and get eyes on your website only continues to get tougher, so take a step back and plan, before you take action.”

 

Angela Petulla, Senior SEO Associate at MattressClarity.com

Website: www.mattressclarity.com

 

“While there are many ways to bring traffic to a website, organic search is a great place to start. Organic search starts with keywords, and keywords start with understanding your audience. Once you know what your audience is interested in and what their gaps in knowledge are, you can perform keyword research to guide the content you create to address these user needs. Incorporating keywords ensures that your content is optimised for organic search, which can help your site rank better, bringing in more traffic.”

 

Abbie Roberts, Director, Senior PPC Specialist & Marketing Consultant

Website: www.alrobertsdigital.com

 

“PPC advertising (otherwise known as search engine advertising or SEM) is one of the most popular digital marketing channels businesses use today. It is a powerful way of driving highly targeted traffic to your website, and increasing brand awareness and sales! With tools like Google Ads, you can reach very targeted audiences, searching for specific products or services at the very moment people need them. Whether it’s lead generation, online sales, brand awareness or things like email sign ups… PPC can help you achieve it!

Search engines are essentially libraries that organise every website on the internet. When users search online, they are shown the most relevant results. With PPC, you can pay to show up at the very top of those results. And with over 5 billion searches per day on Google… the potential can be huge!

To give an example, a bakery may want to advertise their physical shop… but also their online delivery service via their website across the local area. So they could target searches for “local bakery” or “bakery near me” in a 3 mile radius using Google Ads (or Bing Ads too), and gain a lot of visibility, and new customers. PPC campaigns like this can be very effective, but also very affordable.

It’s normal for PPC advertising to need 4 – 6 months to reach it’s full potential in terms of ROI (depending on your goals), but it can start delivering results and traffic in a very short time. Often a matter of days.

And although costs do steadily rise over time, and PPC is competitive – it is still one of the most profitable options for businesses to market themselves online. You have a chance to reach people at all stages of the buying process, but also then re-target customers to improve your return as well.

As with other forms of digital marketing, PPC advertising is also highly trackable. So when set up correctly… you will always know what is working, what isn’t, and what you are getting out of your investment!”

 

Richard Morgan, Managing Director of Cyclone Computers

Website: https://www.cyclone.co.nz

 

“Getting traffic to a website is a constant challenge for most sites. This is true even with the major search engines, and these sites have the advantage of having millions of users who can effortlessly search through their website using their search engine. This is not the case with content-driven sites. So this is where you have to be creative and look for ways to get inbound traffic to your site. For instance, you can include links that point to your specific website in your signature when you post in forums or subscribe to others’ sites. If you have a blog, then you can share relevant posts on your social networking pages and on popular blogs. Another way to get traffic is to write guest posts for websites with a large readership. If you write really good content, then you can get readers to your website.

SEO, or “search engine optimisation,” is a technique that can be used to increase traffic to a website. By improving the visibility of a website on search engines, it is possible to attract more visitors from around the world. SEO involves improving the content and structure of a website, as well as the way in which keywords are used. Additionally, link building and other marketing techniques can be used to improve a website’s visibility and attract more visitors.

Search engine optimisation is not a short-term gimmick. You shouldn’t expect to rank for your keyword overnight. In fact, you might not rank for your keyword for several months! However, search engines are the most popular and powerful form of advertising in the world.”

 

For any questions, comments or features, please contact us directly.

 

 

Chris Ferris, Lecturer in Management/Digital Marketing at Jones Graduate School of Business/Rice Business

 

“Invest in PR built around your branded search terms. Here’s why:

Branded search terms perform better: In general, branded keywords have better click-through rates than non-branded keywords. This makes sense, as searchers using the name of a company or product probably have a clearer intent (to purchase, schedule a reservation, subscribe, etc.) than a searcher using a non-branded keyword.
It’s easier to rank for branded search terms: By correctly building web pages, especially the homepage, with effectively integrated branded keywords, most companies should be able to rank at the top of organic search results for their branded terms.
There is less “clutter” around branded terms on SERPs: Searches for branded terms are not only less likely to show Google Ads (most competitors won’t bid on a company’s name, although it does happen), but the featured snippets are more likely to show the brand’s content.

This is not to say that PR should be your only strategy – far from it. Effective PR is just one element of an integrated communications strategy that can include:

• Online advertising
• Blog posts
• Non-branded SEO
• Social media
• Email
• Traditional marketing”

 

James Taylor, Director of James Taylor SEO

Website: https://jamestaylorseo.co.uk/

 

“The best way to really kick your traffic into overdrive organically is to start with link building. Link building is the process of getting a website that Google deems to be an authority to link back to yours.

In turn, Google essentially sees this as a ‘vote’ of confidence for your website. Link building is considered to be a primary ranking factor, and is one of the best ways to establish your website as an authority over the long term.

When it comes to how you can actually build links, I like to work with the below two approaches:

Blogger Outreach
Working with bloggers and publishers in a guest post approach by providing them content to place on their site. As part of that process, there’s an agreement that you’ll receive a backlink for having provided that content

Media Placements
Working across platforms like HARO and Qwoted, this involves responding directly to Journalist Requests who are looking for a reputable source to quote as part of their article. If you’re selected, you tend to be featured along with a backlink to your website

It also helps if you have a tool like Ahrefs or SEMrush so that you can reverse engineer the backlinks of your competitors. This is a great place to start, as a blogger or publisher linking to your competitors is also very likely to want to link to your website too!”

 

Jordan Lorence, Marketing Manager at MRL Consulting Group

Website: www.mrlcg.com

 

“Todays digital landscape is vast, complex and saturated with content from every possible angle. The rise of social media and influencer marketing means that competition is fierce on every platform, so how do you stand out amongst the crowd and drive your target audience towards your website?

First things first, you have to know your target market inside out and upside down. What platforms do they spend their time on? What publications do they read? What time are they on there? What content do they interact with? Why would they care about what you’re offering?

That last one is arguable the most important. If you want your target market to click that touch point and jump over to your website, then you have to give them a damn good reason to do so. Instead of just telling them what your product or service is, tell them about the effect it will have on them, tell them what it does.

Going back to what platforms they use, you have to really nail this down. If you try and hit every single platform with content all at once, your marketing strategy will be spread too thin to keep on top of it. Instead, identify the best platform (or two) for you, the one that suits your content best and the one that your customers spend the most time on. If you’re selling a product, Instagram is fantastic to showcase it. If you’re selling a service, then LinkedIn might be best for you.

Going one step further, get yourself into the news they read. At MRL, we try and get ourselves into every tech related publication we can, offering our expert opinion on current matters. This is where our clients and candidates spend their time, this is where we will get noticed.”

 

Jade Phillips, Chief Marketing Officer at Log My Care

Website: https://logmycare.co.uk/

 

“Understand your customers

Before you dive into your website, understand what your customers need. Figuring out their pain points, the product features that add value and their recent challenges, will help position you as a leader with a necessary solution. Running customer interviews, regularly collecting feedback and sending surveys are just some of many ways that you can proactively connect with your customers. But building a customer centric approach to your businesses is always beneficial.

Optimise your website to make sure it can be found

There’s an abundance of people online searching for solutions to their problems. And, they’re often the best people to catch as they’re usually easier to convert. Optimising each page of your website is key to attracting people who need what you have to offer. You don’t have to become an SEO expert overnight, but simple improvements like the URL structure, meta data and image alt text can make a world of difference. Take time to implement some of the basics yourself or find a freelancer to help lay the foundations.

Engage with influencers to create the content your audience wants to read

We’re a tech company working in an industry that has notoriously been left behind when it comes to innovation. To create content that wasn’t too tech-heavy and spoke to our audience, we engaged with social care influencers to share their expert opinions and advice for the care providers we want to reach. The benefit of this is two-fold, we’re giving our audience what they want, so now they come to us for our opinion, and we’re keeping our finger on the pulse of social care.

Partner with like-minded businesses

Once you’ve created that content, don’t keep it to yourself! We’ve strategically partnered with organisations in our industry that share our values and can help us reach a bigger audience. We proactively share updates with them to drive traffic to our website. Use UTM tracking on your links to understand how successful each piece of content is and build a better picture of what their audiences respond to.

Treat your social media profiles as an extension of your website

Share your influencer content, poll your followers to find out what they’d like to see from you and tailor your communications for each platform. Invest in social media advertising and don’t underestimate the importance of a weekly stats check-in – you’ve got to track those stats to know what content is working, what your audience is clicking on and what you should be doing more of.”

 

For any questions, comments or features, please contact us directly.

 

 

Zach Blenkinsopp, Digital Marketer & Owner of Digital Roofing Innovations

Website: https://digitalroofingcompany.com/

 

“Our digital roofing has recently taken self-promotion to a whole new level to increase our website traffic. Our company offers free assault rifles to anyone who gets significant work done on their roof. I actually came under fire as a co-owner of the company for using a bizarre strategy to attract customers. My infamous ‘’Donald Trump says, Make America great again.’ I say, ‘Make America gun again,’’ has been circulating around on social media. While the antics might be seen as negative in the media, it actually became a highly successful strategy for the company and us as owners.

Chris Mcguire, my cofounder, also the co-owner at Digital Roofings has come out and defended the controversial ad. He raised the prospect of a low budget and claimed the completely unique marketing strategy as an attempt to compete with the tough market. My video shows me https://www.dailymail.co.uk/video/news/video-1495989/Get-roof-gun-Bizarre-ad-offers-free-AR-15-roof.html me decked out in full Fourth of July mood without a shirt and in small shorts, blatantly encouraging people to do business and claim their AR-15 rifle with a roof.

Ultimately, whatever you think of the highly viral ad from us, it has helped the company gain much-needed customer traffic on its website. What’s more, is that the same video has led to myself and Chris receiving multiple requests for commercial roofing collaborations. The duo used the sensitivity of modern customers to their advantage and produced something that nobody could resist talking about, whether that was in a positive or negative manner. The main takeaway from this event is that marketing is all about driving people’s emotions and moving away from the norms. Viral content is the best way to drive content to a website as consumers are driven by the urge of discussing the controversy. For anyone wondering still, the AR-15 rifles were only given to people by Digital Roofing after a complete background check.”

 

Mathias Ahlgren, Founder of Website Rating

Website: https://www.websiterating.com/

 

“One of the best ways to attract traffic to your website is by getting social. If you think simply producing great content will do the trick, you couldn’t be more wrong. You can’t just hope people will find the content; you have to bring them to it. It’s a great idea to promote your content on social media sites like Facebook and Twitter. If you’re a B2C product company, you’ll find excellent options on Pinterest and Instagram as well. The trick is to proactively get your content across to readers however you can.

Writing eye-catching headlines is also a great way to get visitors to your website. Headlines are arguably as important, if not more, than the content itself. Without a compelling headline, even the most informative and appealing content will go unread. Always keep in mind while writing headlines that they should urge the reader to keep reading and finding out what the blog or article is all about.

Another thing you must do is target topics with search traffic potential. When it comes to getting traffic on your site, SEO is the name of the game. Through SEO, you help yourself rank highly on Google, and as long you keep doing that, you’ll keep attracting traffic. In this regard, use any reliable keyword research tool to find how-volume, low-competition keywords. When you find them, incorporate them into your content moderately.

Finally, appearing on podcasts can also do the trick. Podcasts have become one of the hottest marketing channels, with many brands and businesses moving towards it. Finding podcast opportunities is straightforward; just Google your niche with the word ‘podcast’ and you’ll get a ton of curated lists. Find the host and pitch yourself as a guest. Once you appear on a podcast, you can promote your content quite effectively. This may well translate to huge traffic on your site!”

 

Kamyar Shah, Fractional COO at Kamyar Shah

Website: https://kamyarshah.com/

 

“In today’s digital realm, companies seek to increase their website traffic through the use of different social media platforms such as Instagram. Companies can build their persona online, which can serve as a great attraction strategy for potential customers. For example, you can create enticing content in the form of pictures and videos on various social media platforms. You can engage consumers through this technique, which would eventually allow them to visit your website, increasing your traffic.

The content posted on social media can range from client testimonials to launching information about your upcoming products. I would recommend using bright colors when making such posts, as they can help attract the user’s attention. These posts should be accompanied by creative, out-of-the-box headlines. This would help make your content stand out on a user’s timeline and would help build their curiosity and interest. However, the headline shouldn’t be click-bait as it could turn off any prospective customer from clicking on your posts in the future.

You can post snippets from your blogs to help increase your website’s traffic. For example, when you have blogs on your website, take high-quality quotes from respective articles and post them on your social media. For instance, in a blog about entrepreneurs’ financial mistakes, you can take a snippet such as ‘When startups aren’t financially prepared for their business, it can cost them their dreams. You can read more about it here..(Insert Website Link). This would create a sense of curiosity amongst the target audience, and they would want to read more about such things. When they click on the link below the post, it would redirect them to the company’s website, which can then help skyrocket the venture’s website traffic.”

 

Daniel Graham, Founder of OnBrand Marketing

Website: https://www.onbrand.co.uk/

 

“Start with a plan, devise a campaign, choose channels your audience are in, and match them to their place in the sales funnel:

Ready to buy now (I know what I want, I am looking now) or considering buying (I’m researching on the journey to purchase)

Google & Bing ads search and or shopping ads –Simple! Make sure your ad is found where and when they are searching!
Google Display ads custom segments – in Google Analytics you can segment by targeted keywords.
Google Display ads using In-Market audiences finds customers who are actively looking at products or services similar to yours.
Paid social – Location, location, location – choose carefully the right paid media channels to your target audience demographics.

For those who haven’t considered buying – a trigger message in the right place, to put them on the path to that sale.

Google Display & Paid Social ads – For cold sales, and new lead generation use highly targeted affinity audience segmentation to ensure relevant ads right relevant demographics for unknown and new audiences. Then test, repeat and test again!”

 

For any questions, comments or features, please contact us directly.

 

 

Jessica Pardoe, Account Manager at Source PR

Website: www.sourcepr.co.uk

 

“For me, one of the best ways to drive traffic is through third party endorsements. If newspapers, for example, are writing about your product, service or business, a reader is more likely to garner interest and click through to your website than if they saw an ad promoting yourself, I think.

The best endorsements are not from within but from other people. So, my advice would be to work with journalists and think of creative ways to gather press coverage that links back to your website one way or another, whether that’s offering yourself up as an expert with advice, or promoting a product through PR (such as getting it include in a recommended list done by an online site). It’s one of the next best ways of marketing after word of mouth, and is a great way to drive sincere and relevant traffic to your website.”

 

Sophie Attwood, Founder and Managing Director of Sophie Attwood Communications

Website: www.sophieattwood.co.uk

 

“PR is an incredibly effective way of driving brand awareness and traffic to your website and the power of this shouldn’t be underestimated.

Articles online, in print, on social media as well as broadcast opportunities all help raise awareness of your brand and together build a reliable and trusted image for your brand which never fails to drive traffic to your website.

I really do believe however that it’s essential for the content to be created in an engaging and informative manner and not purely written with SEO in mind. By offering information, insight and advice that people will actually find useful you can build a relationship and drive conversions in an incredibly authentic way that will not only drive traffic but create a brand that will stand the test of time.

Social media is also another fantastic way to create audience engagement and provide a reason for people to visit your website. It provides a direct connection with your target audience and allows feedback and relationship building. The key to making social media effective at driving traffic to your website however is consistency and quality.

Simple things like making sure your social media profile includes relevant keywords and information is key. Also it’s important to make sure the engagement with your audience on social media is two-way dialogue, so make sure that your content appeals, engages and informs but also that you engage with your audience regularly.

You can use social media management tools to plan your posts in advance in order to maintain an element of this regularity and try to mix it up a bit, with questions, reels, information and so on.

Patience, persistence and a healthy sprinkling of PR magic are all essential for getting traffic to your website regularly and growing engagement.”

 

Philip Bacon, Director at Bacon Marketing

Website: https://baconmarketing.co.uk/

 

“What do we want? Traffic, when do we want it? Now! This is something we hear, daily. I just want traffic! But traffic without a goal is like tossing some seeds in the air and hoping that something sticks. What you want is QUALITY traffic! And there are multiple ways to get that traffic:

• Direct
• Organic
• Social
• Referral
• Email
• Paid

You must work out which ones work best for your target audience.

Direct – These are your gold, they have typed in your website address, they should have prequalified themselves and you should see the best quality traffic from here. Driven by offline activities, word of mouth and memory. It is, however, a long game to get the bulk of this, offline activities need repetition to make them stick in people’s minds.

Organic – To attract organic traffic, you need to ensure that your website has high-quality SEO (Search Engine Optimisation). This traffic is free to obtain but takes expertise, commitment, and time to develop.

Social – Social traffic is gained via profiles and posts, your activity on social networks drives this and helps to build your brand.

Referral – The best referral traffic, is driven by high-quality sources that fully align with what you do. These are strong advocates and should be treated as such.

Email – Email should be one of your most powerful quality traffic drivers. Using opt-in data only, you have a list of people who want to know about your business and products, they will spend more time on your site and have a good conversion rate.

Paid – Any paid online advertising falls into this, it can and should be highly targeted to your audience and focus on driving a directly traceable return on your investment.”

 

Lou Ali, Head of Campaigns at Yard

Website: https://weareyard.com/

 

“One of the best ways to drive traffic to your site is undoubtedly through Digital PR. Building backlinks from relevant sites with high domain authority is a critical part of any SEO strategy, and it’s one of the easiest ways to increase your site’s search visibility and work towards getting your site to the top of page one on Google.

If you’re not link-building to your site, Google’s algorithm will essentially turn its efforts to other sites (I.e., your competitors) that are. To build traffic to your site, you need to ensure you’re consistently gaining authoritative, but more importantly, relevant links back to pages on your site.

Google uses these links to determine how authoritative your site is – in fact; it’s almost impossible for Google to rank your site in its search results if you have no links to it, no matter how brilliant the content is. To rank higher than your competitors, you need to show Google through your backlinks that your site is worth a user clicking on.
What’s more, is when your customer, user, or whoever you want to visit your site sees a clear and relevant reference to your site on another site (let’s say, a news publication or a blog). They’re going to learn about your site this way – rather than through an organic search.

When building links or link-building campaigns, it is critical that you provide your user with something of value to them. If it’s fluff, they’ll notice, and so will Google – ultimately hindering your traffic increasing goals. Here at Yard, we’re passionate about utilising data to give value to our campaigns’ end-users: whether that’s through a survey or by researching data and presenting it to the user that they otherwise wouldn’t have time to do.”

 

For any questions, comments or features, please contact us directly.

 

Natalia Brzezińska, Marketing & Outreach Manager at PhotoAid

Website: https://photoaid.com/

 

“Stop underestimating snippets. I believe we can all agree that the headlines grab the most attention while scrolling Google results. However, the second place we look at are those small added text boxes right below the title – snippets.

Every word has great value in such a demanding environment as Google’s search engine. Snippets are often underestimated, which is a big mistake! We should take advantage of every detail we can. I recommend not only creating one but also including a CTA there, so the readers’ attention will be dragged even more. In our case, it resulted in a 6% increase in CTR (our best outcome).”

 

Joey Ta, Senior Manager, Website & Digital Marketing at Iterable

Website: https://iterable.com/

 

“When it comes to increasing web traffic, Search Engine Optimisation (SEO) is key. There are three key pillars of SEO that you will need optimise: One is the inclusion and optimal placement of primary keywords and their correlated terms that frequently appear in searches. Second is building what the industry calls “link juice” — the fuel that moves your content up to the first page. Third is ensuring that your website is optimised for all the technical variables that search engines measure, like responsiveness on mobile, meta tags, minimising 4xx and 5xx errors. These changes will ensure a site appears further up a user’s search engine results.

A factor that search engines value is loading speed. The faster, the better. To achieve speed, compressing image sizes on your site (without sacrificing the visual aesthetics of your site) is key. As a rule of thumb, this means JPEG for photographs, and PNG for vector graphics with text.

An area that is oft under-appreciated, particularly for retailers, but is essential for site managers is cross-channel harmonisation. Most online consumers use multiple channels on their way to a purchase, yet the majority of brands today treat these channels as separate elements. Too many businesses neglect their mobile sites and ignore the huge potential of a co-ordinated approach using SMS and email.

Maximising web traffic requires bringing all of these channels into sync with one another in a streamlined way. Doing so can have a positive impact on traditional SEO metrics (by elevating the awareness of your brand using other channels), as well as offering an improved user experience that will encourage customers to return time and again to a brand’s website.”

 

Donal Bourke, Co-Founder of Mindful Extracts

Website: www.mindfulextracts.co.uk

 

“It is becoming ever more important to employ a broad marketing mix to support online growth. As a business selling CBD products we are not allowed to advertise on Google and Facebook and we learnt a lot of lessons in our first year about how to drive traffic to our website.

For us that meant experimenting, getting creative and seeing what works. Early on we partnered with publications and complementary businesses to run competitions, promotions and product launches. We focused on email capture to ensure we maximised the lifetime value from these campaigns. Marketing emails now drive about 15% of our overall traffic but can generate 40-60% of our monthly revenue. So, it’s not necessarily the volume of traffic, but the quality of traffic, you need to focus on.

PR outreach is also essential to our business. Not only does it secure high-quality exposure which often results in flash upticks in sales – the cumulative value from an SEO perspective is also vital for a high domain ranking. We’re still getting good traffic from articles that are two years old and place vast importance on building our backlink profile with high quality links.

To assist with SEO, having a professional audit carried out is invaluable. We were muddling through in-house, trying to optimise our site and didn’t really know what we were doing. When we had an audit done in December it highlighted many issues on our website, which when fixed, resulted in an immediate uptick in performance.

Finally, none of the other methods are any good unless you are benchmarking your performance. Google Analytics is my best friend, I log in every morning to see what’s working and what isn’t. This is the best way to get a proper understanding of the customer base.”

 

Bharath Venkatesh, Head of Growth Marketing at Netcore Cloud

Website: https://netcorecloud.com/

 

“Quora – a popular question and answer forum, where people can ask any question and can answer them with a link to the site. Quora can drive not just any traffic, but a qualified one – relevant traffic with business potential. Google drive a lot of traffic to Quora. The strategy should involve finding the link/thread on Quora, post your answer there and get free exposure to your website.

Shortlist the Quora link/thread which has good traffic and relevant to your focus keyword. Update “out of date” contentThis strategy works for website with a lot of content. Any content published will attract traffic initially. As the search term changes, people are looking for different topics and extended solutions to their problems. Elevating the content can bridge the gap here. Identify pages worthy of an update and bring required freshness with content update.

Untapped paid ads platform”Google, Facebook, LinkedIn and Twitter are great. But, I’m talking about less popular ads platforms like Outbrain, Yahoo Gemini, Reddit, Taboola, Pinterest, Capterra, and more.This can work for both startup and enterprise companies. The best part is: Tthe traffic is cheap.

For example, on Pinterest you can target an interest-based audience, or upload a list to target keywords. You need to understand the audience and their behaviour on each platform to define your campaign strategy. Repurpose your content to different media types.

Repurposing content can easily double your reach and traffic. Simple, less time consuming and the most effective strategy is to identify popular articles/blog/eBooks/case-study and repurpose them to a “bite-sized tips” on social media posts. Also, since people prefer consuming content in different ways like text, video, audio, another option is to convert a blog/article into a video and distribute the content on different platforms.”

 

For any questions, comments or features, please contact us directly.

 

 

William Cooper, Head of Marketing at William Russell

Website: https://www.william-russell.com/

 

“How did William Russell lowered the use of paid marketing channels and increase organic enquiries via getting high-quality traffic to the website?

We had been generating leads through paid channels, but because it’s quite costly, we decided to focus on growing their monthly organic traffic since 2020. Becoming an expat during the COVID-19 pandemic required a lot of research, so wannabe expats researching the topic with deliberation, being at a lower stage of the funnel, were more likely to be getting an international health insurance quote. We also realised we can convert traffic looking in the COVID-19 pandemic, since we cover a lot of healthcare topics from an editorial point of view.

The team at William Russell jump-started the SEO process and looked for the toolset to best aid our comprehensive SEO strategy. Here is our step-by-step process:

• Set up a benchmarking project for the website and performed a tech audit of the website
• Determined a competitor list and performed a keyword research
• Put together a content roadmap (including editorial pieces) and SEO briefs for each piece
• Created long form, SEO led content articles
• Measured and reported on the results; optimised further

We continue to optimise further for SEO to get this high-quality traffic to our website and convert the leads into sales.”

 

Kieran Delpech, Performance Manager at Cake

Website: https://cake.agency

 

“There isn’t a secret recipe for to drive more traffic to your website, but one of the best ways to get traffic to your store is by focusing your energy on the platform where your customers are. For example, if you’re a mechanic, Facebook and Instagram won’t be where your customers will look for you. They will be searching via Google and search engines, so that’s where you need to invest.

Alternatively, if you are a startup with limited budget then trying to break through a saturated market like Google ads will be challenging. In this case, meta ads or Pinterest ads would be the best place for you to engage new customers. There’s a big difference between driving general traffic to a store, versus driving quality traffic. Traffic volume is irrelevant if the traffic you are currently receiving is aligned with your business goals and converting sales.

For an eCommerce fashion store, the ultimate goal for store traffic is to drive sales. If a customer chooses to abandon their cart, you can use whole suite of tactics to secure sales; from Meta retargeting ads, abandonment flows in your CRM, Google Ads display, Pinterest ads, Snapchat ads to Tiktok Ads.

However, it’s important to understand the value and intent of the traffic in the first place. A key indicator to value the quality of the traffic for this store can be found in the following two metrics: add to cart rate (%) and cart to purchase rate(%). Once you can identify the channels driving the highest quality traffic, you should focus on how you can scale and capitalise these specific channels. Alternatively, if you recognise a channel that’s driving relatively poor quality traffic to your store, then look to understand why their intent is down in comparison.”

 

Lucie Heseltine, Paid Media Lead/Technical Marketing team at Extreme

Website: madebyextreme.com

 

“Our clients are benefiting from a considered multi-channel approach that focuses on strategic combinations of activity such as paid search and an investment in content and SEO to drive traffic. Short term, paid search can plug the gaps currently missing in your organic visibility; find high volume search terms that you don’t currently have a strong ranking for, and bid on them as part of a paid search campaign.

Your strategy should be devised to evolve and grow with your business. Make use of tools like Google Trends and Keyword Planner, and regularly analyse your top search terms to identify opportunities for new paid search focuses. This works best in tandem with your SEO; ensure you’re sharing information with your content team.

From a purely organic search perspective, the single biggest change you can make to drive more sessions is to create and optimise content that addresses user intent, topics, and search journeys over simply optimising content based on search terms. In 2021 Google introduced its Multitask Unified Model (MUM), which aims to provide more of what users want to see without having to carry out as many different searches.

For example, a user searches for ‘Preparing for the Boston Marathon’; in this search they’re seeking information on training, nutrition, recovery, what to wear, weather conditions, logistical concerns and more. If your content isn’t this comprehensive and specifically designed to address user needs in their entirety, you’ll struggle to drive traffic in 2022 and beyond.”

 

Stefano Roberti, Digital Marketing Consultant at AccuraCast

Website: https://www.accuracast.com/

 

“It’s important to choose where you want to focus your energies and resources. You could go the organic route or the paid route. And both ways can yield similar results.

The keyword in all of this is always the same: content. You really cannot expect more website traffic without a content strategy. Creating beautiful content that helps users visualise data and explain concepts that would be otherwise harder to grasp is the key to keeping people on your website and leaving them asking for more. Showcasing your products in an attractive light is a must-have in any retail website. You, of course, need to pair this with good organic or paid social activity. Make use of hashtags and connect with industry leaders on Social to show your website’s perks and useful info available at your customers’ fingertips.

My favourite way to go about driving traffic to your website is to use good, old-fashioned SEO. In fact, all your activity may be worthless if you’re not ranking properly within the boundaries of a Search Engine. Backlinks, internal links, and a sound keyword strategy are what I call “The Pillars of Discovery”. Maybe a bit overly dramatic, but you get the point.

At last, you can also go the really old-fashioned way and use real-world stuff. Attend conferences, talk to people in your industry and hope that word of mouth will do its magic and you’ll end up grinding your way to the top (of search results).

These are all viable options, and there are many more. However, my professional advice would be to focus on all these aspects one by one. Take your time, but make it right. Results may take time, but eventually, if you do everything right, they will come.”

 

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