How to Increase Web Traffic
Spiders are known for the intricate webs they weave to trap their prey. Back in the early days of website design, many World-Wide Web “gurus” tried to replicate those webs. They built sites designed to increase web traffic that were comprised solely of outrageously long lists of keywords and phrases to attract search engines.
For a while, those tactics worked. Online users searching for, say, a copywriting firm, would click on the first listing that resulted from their search query. The result: A confusing and completely useless site of nonsensical words and phrases.
As the search engines become more savvy, web designers started to hide keywords to trick the search engines to increase web traffic. They made the text invisible and designed the rest of the site to look legitimate, but—again—the content was usually worthless.
Today, search-engine firms like Google and Yahoo! have pushed the ante even higher for unscrupulous web designers. As a result, only those sites with the most legitimate content will appear at the top of a results listing.
These changes in search-engine technology have impacted genuine websites, too, however. It means that they must, to some extent, prove that their sites are authentic to the search engines.
To do that, your web content still must include keywords and phrases. The difference is that you must include that verbiage in content that is truly valuable to the reader.
What kind of content qualifies as valuable? It must be:
If that sounds pretty basic, well, it is. It boils down to making sure your site includes content that will answer a visitor’s most essential questions. For example, you must let the prospect know that you understand her needs. That you can provide the solutions he needs for his specific problem. That you have the experience to meet all of your clients’ expectations.
Brian Clark, the author of “How to Create Compelling Copy That Ranks Well in Search Engines,” refers to this content as “cornerstone content.”
If your site is lacking in this fundamental content and you want to increase web traffic to your site, here are a few suggestions on how to do so:
- Write out a list of the terms you think prospects might use to search online for your business. Ask yourself what words and phrases a person might type into Google. These will point you toward the appropriate keywords and keyword phrases—and they will make sure your content is relevant.
- Now review your site from the perspective of whether you are providing all the fundamental content needed to fulfill a users’ needs when it comes to visiting your site. Are you providing evidence of your experience? Lists of your services? Explanations of why your business is better than your competitors? These efforts will make sure your content is useful.
- Develop a list of topics your site is missing. Keep in mind your keywords and phrases as you create this list.
- Begin writing content to fulfill those gaps. As you write it, make sure you strategically include your keywords and phrases. Don’t overdo it. You only need about 300 to 350 words to fulfill the recommendations experts suggest to increase web traffic. And you only should include your keywords about three times within that text.
- Write in a way that makes your content so interesting that your web visitor can’t stop reading. Use humor, charm and wit to maintain their interest. This is what makes your content compelling.
- Include enough facts that the reader doesn’t need to go elsewhere for more information. That’s what makes your content comprehensive.
That likely sounds like a lot of work. It is. But the results will be worth the time invested. The first time you do a search using one of your keywords or phrases, and you see your site show up on the first page of results, well, that’s a pretty satisfying feeling. (I know I performed a rather strenuous fist pump when it happened with my site!)
Of course, the extra customers you attract will make it even more worthwhile!