5 Things That Will Improve Your Web Site Traffic (Plus 1 to Avoid)
October 9th, 2007 (6:00am) Dian Schaffhauser 59 Comments
There are plenty of ways to generate attention for your web site, but you’ll also want to make sure you’re covering the basics too. We talked to web site marketing expert Celeste Bishop, who runs Bishop Market Resources, to learn what you can do right now, this week, to optimize your site.
1. Figure out what key words and phrases are going to be important to your site. Bishop suggests brainstorming to come up with a list of what you believe your prospects and customers would put into a search engine to locate your products and services.
Then run them through a tool such as WordTracker, the Google keyword tool or Yahoo Overture Keyword Selector Tool to see what the volume of search activity is and find alternative phrasing to add to your list.
Next, take each page that’s important to you — not the Contact Us page or Site Map — and make sure that keyword or phrase is used prominently. Use it early on in the text and at the end of the page. Put it into a heading with an H1 tag or a subhead with an H2 tag. But, she advises, “Don’t overuse it. Don’t change the way the content is reading, so it sounds ‘horsy.’ It’s better to have good content than have keyword phrases sprinkled in.”
Also make sure it appears in your metatags behind the page. Yes, metatags still have value — though not from a search engine ranking standpoint. “You have to think of a metatag as a kind of ad,” says Bishop. Search engines use that to show additional text as part of the organic listing. “If you’ve got a metatag that isn’t compelling and doesn’t have keywords in it, [people] won’t click through even if you do rank well.”
2. Make it your “career” to get links into your site. That includes getting links to more than just your home page and using your keywords as part of the anchor text. To get links, Bishop said, write articles and place them on other sites. Then make sure it includes a resource box or bio at the end of the article that includes your URL in the first line and something that will compel readers to go to your site in the second line, along with another link. (For example: Dian Schaffhauser writes for Web Worker Daily at http://www.webworkerdaily.com. Read her report on how to talk with your CEO about Web 2.0 here: http://webworkerdaily.com/2007/09/18/does-your-ceo-get-web-20/.)
3. Start a blog and participate in other blogs. These two go hand in hand. By “participate,” Bishop doesn’t mean leaving comments just to be able to include a link back to your own site. She means becoming part of the “ecosystem” of the community. “Over time the people whose blogs you’re commenting in will notice you and start making references back to you.”
The value of blogging on a reasonably consistent basis — aside from being able to share your expertise and opinions with the literate world — is that search engines will index your site more often. Bishop says small business sites, especially, can go for a long time without being indexed. Google does that by design. “They know that the site exists. It’s known as the Google Sandbox. But they want to make sure you’re not a pornographer or a bad actor, basically. You can get around that by having what are known as ‘authority links’ coming back to you.”
For example, if you’re writing about tennis, and you participate in the important blogs in the world of tennis, having those links coming back to your site would be regarded as authority links. “That’s a clue to Google to get you out of that sandbox,” says Bishop. “Links are the new gold standard in managing to get ranking on the search engines.”
4. Add something interactive to the site that will make people come back over and over. Bishop said one client, a high-end real estate finance organization, added a calculator where people can figure out how their taxes would benefit by doing something with the firm. “People come back repeatedly to use it.”
Besides being fun and having potential viral implications, interactive devices help your site to “get embedded in [visitors'] psyches,” said Bishop. “I constantly have clients tell me that the difference in their sales process from this is like night and day. People talk to them as if they already have a relationship.” This can shorten the sales cycle and reduce the amount of effort you have to put forward to build credibility with potential customers or clients.
5. Don’t worry about how many people come to the site but with how long they stay. That means focusing on those areas that will encourage people to hang out longer. To measure this, Bishop recommends Google Analytics because, although it has problems, she said, “it’s free.”
6. Forget about email newsletters. Bishop said problems with spam filters and firewalls are making this web site staple a waste of time. “You’d be better off having a blog that you put newsletter-type content in and have people subscribe to it with an RSS feed.”
What about those newsletter sites that promise to do everything possible to make sure your email gets delivered? Bishop said just because a newsletter delivery report has few rejections, that doesn’t mean the email is getting through to the subscriber. “They don’t measure it the right way,” she said. “I do test studies. Most firewalls won’t give you the courtesy of a bounce-back. It’ll look like it went through, but it gets stopped at the firewall.”
Have you learned a basic trick or two worth sharing?
59 Comments Post your own comment
5 Things That Will Improve Your Web Site Traffic (Plus 1 to Avoid) says: October 9th, 2007 6:30am
[...] You can read the rest of this blog post by going to the original source, here [...]
Eric says: October 9th, 2007 6:34am
” Start a blog and participate in other blogs. These two go hand in hand. By “participate,” Bishop doesn’t mean leaving comments just to be able to include a link back to your own site. She means becoming part of the “ecosystem” of the community. “Over time the people whose blogs you’re commenting in will notice you and start making references back to you.””
….so… when are you guys hiring? haha.
The only thing that newsletters have on blogs is that for the unsavvy internet user (IE, it’s 2007 and their just now getting their first computer, or moving to XP). blogs and RSS feeds are new territory. That and for some, email is just more practical. A good compromise to me would be to offer duplication. One of the things that I’ve been working on (along with a new site, wordpress, current clients, etc) would be setting up an SQL database that enable users to subscribe simply by sending an email to an address to subscribe, and one to another to unsubscribe, and a php form that does that without them having to even send emails. Then just duplicate the email on your blog. That way you’re covering both bases, and the end user can decide which medium that they want to view your content in. Once the initial SQL/pHp is set up, it really doesn’t take much more effort, just take it in to your digg submission/feed ping routine and voila’.
Even if you don’t agree with that at the end of the day, you know there are still going to be those clients that “want” one but not the other, at least with that approach you can maybe convince them to do both and add to your experience and repertoire.
I think No.5 is a big one. I know that I’ve concentrated on content or other things that might generate a buzz for a few seconds, but that quickly fizzle out. While the XXXX visitors a day might look great, when it’s XX the next, it didn’t really do much.
George says: October 9th, 2007 9:48am
>> 1. Figure out what key words and phrases are going to be important to your site
>> Bishop suggests brainstorming to come up with a list of what you believe your prospects and customers would put into a search engine
The key to keyword research is putting yourself in your customers shoes and researching keywords that *customers* use, not yourself.
Here’s a free tool that takes a “root” keyword and generates a list of “buy” keywords to work with it.
You take the generated “power” keywords and use them in the 3 sites you’ve mentioned to check supply and demand.
Hope this helps!
THE SMALL BUSINESS BLOG » Blog Archive » We Site Traffic For Your Small Business says: October 9th, 2007 10:42am
[...] Worker Daily has today a great piece “5 Things That Will Improve Your Web Site Traffic (Plus 1 to Avoid)“, in a time when the old marketing mechanisms don’t really work any longer, it is a [...]
suresh says: October 9th, 2007 11:13am
Few more things you might consider:
1. Submit your business to Google Local and Yahoo Local. http://maps.google.com/ It is Free and the good part is once verified your website or your business will appear faster than the organic results. While you submit the site. Use keywords within the Title Of your Business. Instead of .” XYZ Business Name,City, State” consider : Keyword, State, City – XYZ Business Name” Because people will search for keyword rather than your company. Opening a wide audience. I have a posting here:
http://foxadv.blogspot.com/2007/04/is-your-business-listed-in-google-maps.html
2. Optimize your Content for Google Universal Search. The Blended Search Results from Google. Now you can see Video, Images, News, Blogs, Book Search all blended in search Results, You can use this as a good opportunity to optimize all of your content, Before you might only optimize your website, but now you got a plenty of room to optimize your contents, Video, Blogs, Images,{ Use Alt tags for images} For all of your content give a good Title, Description with keywords. Optimize your press Releases, include keywords, links in your press releases. When you write a post in your blog have keywords within your posts and link it to the related subjects or pages.
3. If you are selling Products consider alternative search engines and directories to submit. One of the effective and free shopping engine is Google Base, Its free and targeted right. Use those free tools. its easy
4. Write and give content, resources that might help your visitors.
5. Have unique Title, Descriptions for each page, instead of same title for all pages. Your About Us page should simply tell about you and your business and your contact us page should say how to contact you, Include Zip Codes in your contact us page. People search using Mobile with Zip Codes, so that you dont miss that audience
6. If you blogging consider tagging and submitting to Social networking sites and use keywords as tags to promote your business,
7. Check for proper HTML codes that allows spiders to easily enter and read your site, that is the first thing, if spiders cant access or read, its more likely your site wont rank. So check for standard HTML tags
Hope this helps, I have more to share but I will limit myself and look for more comments here
Thank you
Suresh
christian says: October 9th, 2007 12:58pm
OK, so I like your site, but the following comment from someone you seem to trust, “You’d be better off having a blog that you put newsletter-type content in and have people subscribe to it with an RSS feed.”
I disagree.
99% of web users have email.
0.5% know, understand and utilize RSS readers.
Email newsletters still have a very BIG place in building traffic.
When any of my clients release a newsletter, traffic improves.
Instead, the better solution is to use the blog newsletter/RSS idea in conjunction with email newsletters.
Then, you kill two birds with one stone; but forget about email newsletters? That’s a little premature.
christian says: October 9th, 2007 1:03pm
…wait a minute – maybe #6 was the one to avoid.
{sigh}
whatevers…
Chris says: October 9th, 2007 1:14pm
First, why doesn’t your comment field work in firefox with javascript turned off, I can’t even select it to start typing my rant.
The fact that I jumped over to IEtab to post this shows how strongly I feel that #6 is so very very wrong.
Celeste seems to make the same mistake so many other eary adapters do, just because email does’t work for one target market doesn’t mean it doesn’t work in another.
I have a cleint who regularly pulls1-2k worth of profits per mailing, which isn’t bad for a small photography studio. Her target market, busy moms in the suburbs of a mid-size, mid-west city, are not RSS users.
Bill says: October 9th, 2007 1:36pm
Echoing Chris’ comments:
Direct e-mail marketing is remarkably effective.
As long as keep your Spam Assassin score down and adhere to authentication standards such as SenderID and DomainKeys, your newsletter won’t be marked as spam. Re-directing users from a technology that everyone uses (e-mail) to one that relatively no one uses except for the very web-savvy (RSS readers), is lazy,and uninformed.
Also, looking at the HTML code on the home page Bishop Market Resources, I see 1999-era table-based HTML and tags wrapped in
</h1.What exactly is the bar for getting an article on WWD? Whatever it is, it might be time to raise it a few notches. This article is a poor offering on an otherwise fantastic blog.
codhitz says: October 9th, 2007 1:45pm
The thing to consider is the market itself. If the research is accurate and true to your goal, you should stick to what shows the most promise. If you flip-flop and decide to go in every direction, wel, you will get a bunch of half results and almost theres. Listening to your customers will keep you ahead of the game and help your site stay away from the tail chasing , that comes from allowing your site to become an ego booster.
Eric says: October 9th, 2007 1:50pm
At Chris/Christian (Same person?)
It seems you and I are of the same thought, that newsletters shouldn’t be forgotten. You have the evidence to support it as well. I think this also brings up a point that sometimes “web” people we tend to forget how the rest operate. Further reiterating the point that newsletter+blog/rss is so easy to do, why not do both?
Does the author have a justification for dropping newsletters (other than they don’t think they work) that I am missing? it’s free to send email, takes two seconds to do. I just don’t see what the benefit to not doing it is.
Jesse Middleton says: October 9th, 2007 8:05pm
While the idea of branding your site is very important, please make sure that you don’t over do it. It is very easy to get carried away with putting your business name and description of your company all over your site and thus causing search engines and worse yet, people, to think that you are trying to spam them with information. I know that when I show up on a site that has too much branding on it, I usually look the other way.
Top Posts « WordPress.com says: October 9th, 2007 8:21pm
[...] 5 Things That Will Improve Your Web Site Traffic (Plus 1 to Avoid) There are plenty of ways to generate attention for your web site, but you’ll also want to make sure you’re […] [...]
Scott says: October 9th, 2007 9:24pm
For me it was #6… These types of services have become more and more difficult with spam filters, the companies themselves seem to be considering everything as spam, even if sent by their own customers with good stores that sell real products.
It does bring some traffic to your site when you do the actual email, but it is a hard sell these days.
Evelyn Vincent says: October 9th, 2007 10:31pm
What do you guys think about FeedBlitz?
I can see both sides in regards to the newsletter issue. I recently got Constant Contact for my weekly newsletter and began with a small list, during a one month period my list went from 25 to 110 – as the names grew I noticed my “open” rate dropped to 32%, whereas when my newsletter was going out to a smaller list I had a 78% open rate.
Does anyone here have any experience about this and good ideas?
Ankit Sabharwal says: October 10th, 2007 3:59am
very informative article….
learnt quite a few things….
WebTuga says: October 10th, 2007 7:08am
Great manual…
Instead of sending Newsletters, teach your users to use RSS feeds…
:P
krsnaKhandelwal says: October 10th, 2007 7:52am
Thabks for the useful tips, can I engage somebody to popularise the sitefor a small charge or revenue sharing,mine is Indian Stock Market oriented site.
Baby Milo says: October 10th, 2007 8:01am
My favorite way to build traffic is through search engine optimization. It produces great varity of new visitors, usually 90-100% new.
bradbeaman says: October 10th, 2007 8:14am
This is helpful for me because I am just getting started with my blog site. Tags have helped me the most so far. Now I must think of a way to get an interactive aspect on my site.
Jason says: October 10th, 2007 9:49am
I agree that newsletters are still very effective. Personally, I hate them. I hate making them for clients, and I think they miss on a lot of levels, but my disdain can do little in the face of the fact that they’re very effective.
One of my clients sends out a weekly newsletter that is filled with low-value content to a group of passionate and older (read: less-than-savvy) readers. For the past two years, the day of their newsletter shows a spike in web traffic like nothing else we’ve tried. Like it or not, they still work, and in some markets, work REALLY well.
MacManzo says: October 10th, 2007 10:19am
#6 is funny, since I came to this page because of a link in a CodeProject NEWSLETTER!!
infinitygoods says: October 10th, 2007 10:54am
Thank you, Dian. Great post and comments. For 16 more ways to increase traffic to a blog or website, see yesterday’s post for my blog at infinitygoods.com for a recap of my readers’ tips and insights. Click to October 9, 2007 at http://www.infinitygoods.com
Scott says: October 10th, 2007 10:56am
Thank you, this is very helpful to people. My site is web reviews and I’m trying to get people to look at it because I offer reviews for FREE haha. And also I want people to suggest things they want to see reviewed by me for free. But anyways, these tips will help build traffic, thank you
Scott says: October 10th, 2007 10:57am
Oh and if you like, mosey on over to my blog as wel l for those free reviews, just click my name
Jay Small says: October 10th, 2007 11:02am
I’ll join the dogpile on the “forget about e-mail” recommendation: despite all the well-known troubles with e-mail deliverability, enough of them still get through to make them cost-effective marketing vehicles for content sites.
I see it on every site I oversee. Send a newsletter linking back to Web content, get more traffic to that content directly attributable to the e-mail campaign. Meanwhile, the vast majority of everyday Internet content users still struggle to know what RSS is or how to use it.
Evisu says: October 10th, 2007 11:02am
Thanks for the comments, doing anything with Yahoo is a waste of time.
infonistacrat says: October 10th, 2007 3:48pm
Great tips. Success is always found in practicing the fundamentals. I especially espouse the idea of participating in the blogging ecosystem. Very important, and it will pay off in time with more visitors.
Worlds Largest Articles says: October 10th, 2007 4:50pm
Great info. I basically prefer autoresponder to newsletters. They are automatic and easier and bascially double sales.
Also I found that although the saying goes, “content is king” it should be he who has the most content is king or queen. Content = Traffic = Dollars – So the more (relevant) content they more dollars you make.
Angry Chinese Driver says: October 10th, 2007 5:00pm
Personally, I only take the time to read email newsletters if I feel patient. Unless it’s something that I can win, most of the time I just delete it.
Btw, what I’m doing right now is #3! =D
nether says: October 10th, 2007 6:14pm
Agreed, content is king.
http://www.invademybrain.com
AJ says: October 10th, 2007 11:43pm
Basic beginner steps, but great foundation for building SEO.
Yong Hwee says: October 11th, 2007 2:08am
Newsletters are great when it’s well-designed and the content is of interest to you.
Richard H says: October 11th, 2007 2:58am
Some great tips there, could I just add to number 5, that the address should be contained in an tag to help the search engines recognise and not have to guess that it is an address.
Estate Agent Website Design
Richard - Estate agent software says: October 11th, 2007 3:00am
Some great tips there, could I just add to number 5, that the address should be contained in an address tag to help the search engines recognise and not have to guess that it is an address.
Estate Agent Website Design
Vannevar Vision says: October 11th, 2007 8:08am
Improving Blog Traffic
As a relatively new blogger, I’ve often wondered how I want to portray my writings and have begun to make it a higher priority over the last few weeks. One of the best things about blogging is that it is a way to hold myself accountable publicly….
Marc Ashwell » Blog Archive » links for 2007-10-11 says: October 11th, 2007 2:22pm
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Chris Coyier says: October 11th, 2007 6:45pm
I think the real key is slowing down and making sure your design is good and your content is great. This is my biggest problem. I feel some imaginary need to post often, when really I need to post better.
Charlotte Web Developer says: October 12th, 2007 10:19am
I agree with Chris that newsletters have not totally lost their place in the realm of user communication. Just remember that the purpose of the newsletter is to drive people back to the site, so the articles should be in your blog and the newsletter should have teaser content. Don’t kill yourself trying to write a newsletter AND a blog; most people have a hard enough time just trying to write a paragraph or two on a daily basis for their blog.
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CCB says: February 4th, 2008 7:06pm
I have been using Google adwords and Yahoo search marketing to advertise my site http://www.collegecreditbuilder.com and have found that the keyword traffic is very expensive, but results in actual click-throughs, whereas the content match feature can burn through you daily budget with many clicks, but no actual click-throughs. I know there are click-fraud lawsuits pending, but it seems like something is still not right.
Web Worker Daily » Archive 7 Tips for Increasing Your Open Rates and Site Traffic « says: February 5th, 2008 6:00am
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Raymond says: May 22nd, 2008 2:50am
Good tips. I have links from yahoo but till now, google somehow is quite elusive. Perhaps paid links will do the trick instead!
Cibertrix says: June 25th, 2008 1:59am
RE: Newsletters, Emails…
A one time email, newsletter has its place – the reciever will either choose to keep it for future reference or they will delete it without even reading it.
Subsequent Newsletters tend to go straight in the trash or get blocked, people move on, they find new stuff, and what was interesting last month is no longer relevant this month.
It’s one thing investing time and effort into Newsletters or emails, but the question is, are people actually reading them?
As for ranking, check out some of the top web sites in a certain area, and I bet you’ll find that many are not using any SEO techniques whatsoever – hell, some don’t even have any meta tags but they are tops for a particular search term. In my own particular field it is kind of annoying to see the first place search result position goes to a tacky 2 page website that has not even been updated in 6 years and was created by a student as a college exercise…
SEO is all well and good, but also don’t be surprised if nothing happens after spending hours/days/weeks optimizing your HTML.
At the end of the day, if people like your web site they will come back to it and recommend it – the slow but sure route to popularity is give the visitors what they want/what they are looking for – registrations/emails/spammy newsletters, etc. are not on that list of “wants”.
izmir evden eve says: July 18th, 2008 4:13am
thank you………..
firma rehberi says: July 21st, 2008 7:42am
thank you…
Crux says: July 23rd, 2008 1:14pm
Dear
Excellent Article. Currently I’m working on my website marketing, this article will really help me in sorting things.
Thanks
bursa reklam says: July 31st, 2008 6:30am
thank you.
Ray The Money Man says: September 11th, 2008 4:33pm
Great post! I have not done a good job of including internal links within my post and I am going to work on that right now.
Thanks!
Nd says: November 30th, 2008 8:49am
Good content help to improve web site rank and try to go under good adversting like google adwords
Furqonk says: January 9th, 2009 1:47pm
“Don’t worry about how many people come to the site but with how long they stay”
Good and nice statement but hard for me to implement, how long they stay if attract to visitor to come into my web is hard to do ?
But again ..thanks for great post ..
Justin Funny Email says: January 27th, 2009 7:32am
‘Forget about email newsletters’ I’ve got to agree even 2 years later RSS readers are not common place.
Email news letters esp. when your site members’ signup are quite important.
Webmaster Ray says: April 29th, 2009 7:03am
Keywords are critical but text must be readable…so be imaginative in finding ways to include them:
Place keywords in image alt tags, as descriptions for images, as part of copyright line at page bottom and as subheadings for paragraphs. I discuss that in a “200 Website Tips” eBook I recently wrote.
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