Increasing traffic to your website requires a sense of balance. With so many competitors vying for the attention of your audience, you have to be assertive and seek out traffic– you can’t sit back and wait for people to find your website. However, visitors are also warded off if you come off as spammy, dishonest or desperate. Regarding SEO, there’s also a fine line between “white hat” and “black hat” tactics. The last thing you need is for your website to be characterized as sketchy for using “black hat” techniques to draw traffic.
What’s a budding internet marketer to do?
- Do create solid content. When someone takes the time to view your website, respect their time and intelligence. Offer informative or entertaining content that is worth their time. This will leave them with a good impression of your site and company, and increases the odds that they will share your content. It requires more effort, but it’s worth it.
- Don’t go to a content mill or publish cheap or tacky content. Visitors will be able to see how much effort you put into your content, and will be turned off by anything that feels gimmicky or spammy. Strive for excellent content!
- Do mind your on-site SEO. Talk to an expert in search engine optimization to see if your site is optimized for SEO. A foundation of solid SEO is critical for driving traffic to your site. Do some keyword research and make sure there are keywords where appropriate, and make use of headings, page titles and page descriptions.
- Don’t keyword stuff. Google WILL know what you’re up to, and your rankings will sink. Additionally, it’s tacky and unimpressive for readers.
- Do use social media. Find social networks appropriate for your business and reach out to your target audience with posts or tweets. Similar to content, make your posts informative, entertaining or otherwise worth seeing.
- Don’t abuse social media. Use the social networks that are appropriate for your business, especially if you have limited resources. For example, if your audience is business-oriented individuals, you should be on LinkedIn before Instagram. Don’t overexert yourself and use two or three social networks with minimal effort– if you have limited resources, stick to using one or two social networks with a lot of effort.
- Do vary your approaches. There’s no secret recipe for digital marketing and driving traffic. Every business will have different needs, which means you need to experiment to find the approach that works best for you.