Running a digital marketing agency, you get this question all the time – how can I get more traffic to my website?
This is a natural question, particularly for a team that has built a product that they’re proud of, and now want to get people actually using and interacting with it. However, what most teams miss is that they’re going after any type of traffic, rather than the right traffic.
What is the right traffic?
The right traffic consists of potential users that would and should want to use your product. If you get 100k people to visit a dog site, but they’re all cat people, then the traffic is mostly useless. Really you need to identify the target demographic very specifically – how old are they, what are they interested in, what are they looking for, and how do they use the internet?
What if the audience is too small?
Of course the answer to this really depends on the current state of your company and future aspirations – but we have seen numerous clients generate huge revenue from targeting the right customers. If you target the right customer, and become the leader in a particular space, then people will pay a premium to work with your company. If you go to broad from the beginning, and don’t offer any unique value (or any perceived value), then people will be more likely to shop elsewhere.
We always say – make your marketing specific, your landing pages specific, and messaging specific to an audience. Work on converting that audience into loyal customers, then expand from there.
How does this apply to SEO?
There are many highly searched terms loosely related to our clients business interests. Sometimes it makes sense to go after these terms (depending on the competition) and just drive general traffic, in hopes that some of these general visits will eventually trickle in and become serious customers. However most often we go after extremely relevant but less frequently searched terms. For example, say a term is searched only 200 times a month. If you get in the top 3 results, you’ll probably get a 20-40% CTR, resulting in about 60 potential customers. If only 10% of these visitors turn into customers (let’s be conservative), that’s 6 new customers a month, every month. And that’s just from one keyword.
We’d love to hear from you – if in the past you got the right traffic, or the wrong traffic, and learned from the experience, let us know how you responded!