How to Use the Right Web Content to Drive Traffic to Your Site
All the content on your web site serves a specific purpose. If not, it might as well not be there.
Your web content is a reflection of your company, what it stands for, and should give the website visitor a good idea of what it means to do business with you.
Before adding new content to your website, answer these questions first:
- Who will be reading this document?
- Why is that person reading? What are they trying to gain, or what are they trying to avoid?
- What do you want the reader to do after they finish? What is their next step?
If you don’t have a clear answer to all of these questions, clarify them before proceeding. Otherwise, your content may never be read.
Once you have answered the previous questions, you will have a better idea of what type of content to publish.
Website content serves four goals. Whenever you are putting up content, its purpose must always be at the forefront of your mind, or it will drive readers away.
Putting content on your website just because you have to put content is a waste of resources, both time and money. Better to add new content less often, but of better quality.
The four goals of web content are:
- Discovery: This is content to drive traffic to your website. It’s informational, and the goal is to educate website visitors about your products and services.
- Lead generation: The purpose is to gather contact information about prospects who could be interested in your product or services. A lead generation page’s goal is to reverse the flow of information. Instead of the visitors coming to you looking for information, you provide the information directly to prospects with no extra effort on their part.
- Conversion: The sole goal of conversion is to turn a prospect into a buyer. Of course, this assumes that you have products or services to sell.
- Retention: This type of content is designed to keep an existing client coming back to your website, and keep using your products and services.
The most important role of content on your Web site is to attract traffic, eventually turning a visitor into a buyer and client.
The right content is the one that attracts the right user to your site
Unless you’re a well-known entity and can attract visitors by brand recognition alone, a lot of your traffic will be geared toward discovery. In simpler terms, it means that you want people to come to your site after they found you through Google search, through ads, through promotions, and so on.
At the discovery phase, you need an understanding of your visitors.
- What type of visitor are you trying to attract? Is it an individual? A company? A group?
- What do those visitors have in common?
- What do they want? What problem are they trying to solve?
- What are they trying to gain? What are they trying to avoid?
Having the answers to these questions allows you to provide specific and targeted content. As web searches have become more sophisticated, many users know precisely what they’re looking for, and they search for specific keywords to locate the information they want.
To attract the right traffic to your website, you need to understand the behavior of your visitors, identify what they will be looking for, and make sure that your content answers those questions. If it does, you will rank higher on Google, and that’s how you will find you.
Once you know who you want to attract to your website, you also need to keep in mind that search engines like Google are looking for specific characteristics in your content, so you must tailor it to meet those needs.
The essential elements of content that drive traffic to your website
Since, for now, most search traffic comes through Google (70–90% on desktop and over 90% on mobile), understanding the way Google ranks search results can be the difference between notoriety and oblivion.
Simply put, if you are not on the first page of Google results, you will get no traffic from searches. However, if you can rank on the first page, you don’t need to spend as much on Google or Facebook ads. The traffic to your site will be “organic,” meaning you are not paying for it. That is the best type of traffic to get, but it’s not easy.
There was a time when you could game the Google search engine by doing what was called “keyword stuffing.” Keyword stuffing is when you choose a keyword (for example, “increase website traffic”) and put that keyword everywhere in your document. So when visitors read, every other sentence contains your keyword.
Such content is poorly written and uninteresting, but when the search engine was less sophisticated, it allowed poor content with a lot of keywords to rank higher. Many SEO content marketing writers abused this feature.
Now that search engines are more intelligent, when you decide on a keyword, you must use it within your text, but it needs to be done appropriately, so the readers remain on the site.
You’re no longer only writing for the search engine: you’re writing for the reader. In fact, Google is in the process of improving its search engine to make engagement and usability significant factors that will determine how high a page ranks in a search.
If you don’t provide insightful and useful content, it will drive readers away, and there goes your ranking right along with them!
To make your page engaging and enjoyable for readers, while still being picked up by search engines, there are many technical aspects to consider.
For example, these factors impact search engine results: the number of words (longer is often better), the addition of media like pictures and video, the use of appropriate headlines so readers can scan the document and decide if they want to read the details are not.
All of these factors — and more — affect the overall Google search ranking, and require a skilled writer who understands SEO content marketing.
Content that is relevant, informative, and properly formatted, is essential, but not sufficient, to rank high in Google searches.
Great content won’t just be found magically. You’ll need to give it a nudge, so Google knows it exists.
Every time you publish a new piece of content, make sure everyone knows about it, especially the people who could use your products and services.
Write great content, let it be known, and eventually, they will come.
It’s almost magic.