The Power of Website Traffic Sources: Lessons from Total Eclipse DFW

TrizCom
5 min readMay 21, 2024

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As marketers and PR professionals, driving targeted traffic to our websites is crucial for the success of our marketing efforts. But with so many website traffic sources available, knowing where to focus our attention can be challenging. In this article, we’ll explore the different types of website traffic and share valuable insights from our experience with TrizCom PR’s Total Eclipse DFW project.

The Synergy of PR and SEO

Before diving into specific traffic sources, it’s essential to understand the powerful relationship between Public Relations (PR) and Search Engine Optimization (SEO). PR focuses on influencing, engaging and building a relationship with key stakeholders across numerous platforms to shape and frame the public perception of an organization. Conversely, SEO aims to improve your website’s visibility in search engine results pages (SERPs). By strategically combining these two efforts, you can significantly boost your brand’s online presence and attract more targeted traffic to your site, a strategy that we successfully implemented in the Total Eclipse DFW project.

The Total Eclipse DFW Lesson

At TrizCom PR, we’ve learned that diversifying your website’s traffic sources is crucial. However, not all traffic is created equal. We discovered the power of organic search traffic firsthand through our work on the Total Eclipse DFW initiative. Whenever someone searched for “total eclipse in DFW” or “Eclipse Glasses near me,” our website appeared at the top of the search results, generating impressive traffic. This campaign was a game-changer for us, highlighting the importance of organic search in driving website traffic.

This experience taught us a valuable lesson: while pursuing multiple traffic sources is important, prioritizing organic search can yield the most significant benefits. By creating high-quality, keyword-optimized content that resonates with your target audience, you can attract visitors who are actively seeking the information you provide, leading to higher engagement and conversion rates. This is the key takeaway from our Total Eclipse DFW project work.

In the case of Total Eclipse DFW, we focused on long-form landing page and blog content. In just four months, our content secured 1,200 keywords. Seventy-six keywords appeared on the first page of Google, and 140 appeared on the second page.

For example, “Eclipse Promotion” is in the number one spot and “Solar Eclipse Marketing Ideas” is in the number four position. These keywords link directly to our January 9 blog, Total Solar Eclipse Marketing Ideas for Advertising Agencies, PR Pros and Marketers. Another example of organic search content is the keyword, “Where Can You Buy Eclipse Glasses” in the number three position, which sent more than 1,000 people to our website.

User Intent Matters

As you can see these keywords ranked high for user intent. User intent keywords are the words and phrases that users type into search engines to find specific information, products, or services, reflecting their underlying goals and intentions behind the search query. For example, if I typed in Ohio Eclipse Glasses and landed on the Total Eclipse DFW website, I would probably exit quickly as my main search motivation was to find eclipse glasses in Ohio, NOT Texas.

One of the significant benefits of search engine optimization (SEO) is its long-term cost-effectiveness. Once you have invested time and resources into creating high-quality, keyword-optimized content and acquiring relevant backlinks, there is no additional cost associated with website visitors finding your site through specific keyword searches. Unlike paid advertising, where you are charged for each click or impression, organic search traffic generated through SEO is essentially free. This means that once your content ranks well for targeted keywords, you can enjoy a steady stream of qualified visitors without incurring ongoing expenses, making SEO a valuable and sustainable marketing strategy for businesses of all sizes.

Understanding Website Traffic Sources

Understanding the different website traffic sources is key to maximizing your online presence.

Organic Search Traffic — Organic search traffic comes from visitors who land on your site through non-paid search engine results. To maximize this traffic source, optimize your website for relevant keywords and create engaging, high-quality content that addresses your target audience’s needs.

Direct Traffic — Direct traffic occurs when visitors access your website by typing your URL directly into their browser or clicking on a bookmarked link. Focusing on building a strong brand identity, creating valuable content, and providing an exceptional user experience can help increase direct traffic.

Referral Traffic — Referral traffic comes from external websites that link to your site, such as industry publications or news outlets websites. Implementing a strategic link-building campaign and collaborating with influencers and thought leaders can help boost referral traffic.

Social Media Traffic — Social media platforms can be powerful sources of website traffic. Develop a social media strategy that aligns with your marketing goals, and consistently share valuable content that resonates with your target audience. Paid social media advertising can also effectively drive more traffic to your site.

Email Marketing Traffic — Email marketing nurtures relationships with your audience and drives targeted traffic to your website. Build a quality email list, create compelling email campaigns, and segment your list to deliver personalized content that encourages subscribers to visit your site.

Paid Advertising Traffic — Paid advertising, such as Google Ads or display advertising, can quickly drive targeted traffic to your website. Create compelling ad copy, target the right keywords, and optimize your landing pages for conversions to maximize the return on your advertising spend.

Analyzing and Integrating for Success

Regularly analyzing your website’s performance data using tools like Google Analytics and Google Search Console is crucial for optimizing your traffic sources. By identifying which sources drive the most qualified leads and conversions, you can make data-driven decisions about where to focus your marketing efforts.

Integrate your PR and SEO efforts to unlock the power of your website traffic sources. Leverage media coverage opportunities for SEO benefits and incorporate PR elements into your website content to enhance your SEO efforts. Creating a cohesive online presence that attracts and engages your target audience can amplify your visibility and drive targeted traffic to your site.

Final Thoughts

Navigating the landscape of website traffic sources requires a strategic approach. At TrizCom PR, we specialize in crafting integrated PR and SEO strategies to elevate your brand’s online presence and drive targeted traffic. Contact us today to unlock the full potential of your website traffic sources and propel your brand toward sustained growth and success.

Jo Trizila is the founder and president of TrizCom Public Relations. TrizCom PR, a full-service digital PR agency, is the driving force behind two innovative ventures: Pitch PR and Total Eclipse DFW. Pitch PR is a specialized service that focuses on crafting compelling press releases and pitches designed to capture media attention and generate positive coverage for clients. On the other hand, Total Eclipse DFW is a unique regional campaign showcasing the agency’s creativity and ability to execute memorable experiences that leave a lasting impression on attendees.

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TrizCom

TrizCom is a multi-talented, high-caliber public/media relations and marketing company with one goal - to get our clients noticed!