Many site owners are complaining of lost business through loss of traffic. Do you have a strategy in place for your web marketing when you have lost your rank? Maybe rethinking your content can help.
On each Monday, I study my analytics. I look at my analytics more often than that, but I do a more in depth analysis to guide my plans for the week on that day. Last Monday, I saw one of my sites drop significantly for keywords that I was targeting, while new sites popped up on my radar. By now everyone is aware that Google changed the method for how they obtain their search results, and you may see many sites upset about their loss of traffic. I had a different experience.Although my rank went way down, my traffic soared up. This is due to a strategy that I have maintained for a while, which I will describe below, but the real story may be a bit bigger: we cannot rely on a search engine to help our business grow, and I want to deal with that idea first.
When you first publish your first web page, you will not be finding massive traffic from a search engine right away. We have to work towards that goal. Most industries tracking consumer behavior will inform you of a survey that states that our clients are going on line first before buying a product. They do their research, and then they may go onto buy on line, but they may not. The take away for a small business is that we have to be on line. To be noticed on line, we have to be ranking well, so we become fixated on a set of keywords and our position on the list of results for that keyword. That is not a problem; the problem is that we do not look beyond that results page rank. The change in rankings last week in the Google search pages was done to improve the quality of the results for the end user; however, have you conducted a few searches lately? I am assaulted with more advertisements than results, and sometimes those ads do me no good. Furthermore, I am now being given results based upon my own social network, as well as results that are personalized to my own history. This leaves me wondering what is the significance of a ranking for a particular keyword. Many of us have a bad experience with a pay per click campaign, so we drop it. We also fail to understand where our potential clients may be lurking on the internet, so we miss opportunities. We are forgetting that marketing on the web is like any other marketing, we cannot put all of our eggs in one basket.
How did my traffic go up when my rankings went down? The answer is simple: quality content that is focused on providing the best information related to my business geared towards my local region. Let us forget about rules of how often you have to post- a good article will always bring in traffic. We should consider how to obtain local readers. I still see advocates stating that you need to discuss local events, no matter what the event is. For example, you are a plumber writing about the latest Spanish restaurant opening near your home on your blog. Hey the food was great, but what does it have to do with plumbing? A visitor coming to your blog will not return for plumbing advice; they will likely not return at all. If a new water feature opened at a park, like a new fountain, as a plumber I may write about this fountain, and I would mention how you could have a similar feature in your yard. If the event does not tie into your business, then you should not be in a rush to write about it. Many people conducting searches will want to know why something is happening to something they own in their area. Back to the plumber: why do my cold water pipes have hot water in them in Miami? (People do type in search queries like that one). The plumber could write a post about how the heat from the sun heats the ground and the attic, and this is where water pipe are located in certain houses. This Miami plumber may not have a top site for plumbing in that city, but he was discovered by the searcher who wanted to know what is effecting his water in that city. People looking for answers will type longer queries to their search input, and they often include location, since many people feel that location could play a part in their problem. Once your collection of articles dealing with specific concerns increases, and you have effectively placed references to your own community into the articles, you will find that locals will perceive your site as a resource. Hopefully, they will then use your service, but that gets into conversion optimization. I want to deal with the content that brings in traffic here.
Do not post just to be posting. I have heard rules that you should be posting once a day, four times a week, or three times a day. Nonsense. I will say that if you wish to build up an audience, you do have to post consistently. You cannot post five articles in one month, then go six months before posting another article (and the person who really did that is wondering why her site does not have more visitors). Consistency in marketing pays off. Of course, you want to go after that top position in Google for your keyword; I am not saying that you should stop trying on that front, but your site can still do well in bringing your message to your potential clients. My blog is my base. My print ads lead back to the site. I have a ppc campaign that drives traffic to that site. I advertise on different sites, which have users that could be good for my potential client base. I do email marketing, and I participate in social media. I do not try to spend too much effort on any one idea, because then I could be wasting an opportunity to gain clients. This is the easiest trap to fall into: focusing on the one big thing. For example, Twitter is big, so I need to work on building up a follower base, but really, are your clients on Twitter? The same could be said about Facebook.
Focus on quality. Quality content, or maybe I should say content that answers the query of a search, will continue to drive visitors to your site. I need to go back to the drawing board when it comes to the keywords that I want to hit. It is a shame that so much effort seems to be wasted. On the other hand, Google is sending more traffic to my site for many related topics, and that helps to build my brand. Think about it: did someone just hand you a Kleenex or a tissue paper? There are people who still hoover instead of vacuum. So maybe you are not the top result for plumbers in Miami, but you are the plumber everyone goes to have their questions answered, and when they cannot do the job, they call you.