Before you can turn web traffic into leads, you need to make sure your website has everything it needs. Once you do that, you have to get people to visit your website. If you’re trying to increase website visitors, there are several actionable things you can do to drive traffic to your website. The main thing to focus on is providing value. Google changes the search algorithm that determines rankings continuously, but there is always a consistent theme: a design for humans. It’s Google’s job to send people to the best content, so their algorithm will (usually) favor content that is targeted, relevant, and of high value.
- Respond to a HARO Request
Help A Reporter Out (HARO) is a site for reporters to submit requests for quotes/interviews for their articles from specific types of people. Responding to a request allows you to showcase your knowledge and get positive PR. For example, you may respond to a reporter’s request for an opinion about something in your industry. You can provide your feedback to the reporter, who can then use your quote for his or her story. This is a mutually beneficial relationship that helps the reporter get the quotes they need and helps you get increased awareness and publicity.
- Write original content for your blog
Writing original, relevant, and valuable content for your website will drive traffic to your website. You’re already the expert in your field; you should have more than enough knowledge and experience to share with your audience. It doesn’t have to be a novel, either. Try to shoot for 500 words. Your content can act more like breadcrumbs that provide valuable information to users but also keep them interested for more. You could consider writing about commonly asked questions your audience tends to have, give people a brief overview of a topic you’re particularly knowledgeable about, or explain how something in your business works. The opportunities for creating content are endless, it’s just a matter of determining what’s of interest and value to your audience. Tip: Make sure your website stays aligned with your brand strategy.
- Contribute content to an outside website
Just as providing content of value on your own site can help drive traffic to your website, posting to another site can do the same. The added bonus is that when you get links from another site back to your own website, it helps build credibility for your site in the eyes of Google, which can help with your organic traffic.
- Create videos for YouTube
YouTube is the world’s second largest search engine and people like to consume content in video form. One way to get the most out of YouTube referral traffic is to upload videos that act as teasers to longer form content on your website. You can use YouTube annotations to provide calls to action to drive visitors to the videos you have on your own site. This lets you take advantage of the reach of YouTube, but also allows you to keep the high-value content on “owned” land, as opposed to “rented land”.
- Participate in a LinkedIn group
By participating in a relevant LinkedIn group for your industry, you can build relationships with people and share relevant content from your website. This can help you find targeted people to network with and will increase the likelihood that someone visits your website. To find a relevant LinkedIn group for your business, just search the LinkedIn Group Directory. Just make sure that you treat LinkedIn groups as a source of mutual value. If all you do is talk about yourself and promote your own content, people will quickly see through to your self-serving motives and ignore you (or even ban you).
If you still are not able to drive traffic to your website, it may be time to see if you’re committing any of these common website mistakes.
Editor’s Note: This post was originally published in August 2014 and has been updated for accuracy and comprehensiveness.