Pros & Cons of Popular Ways of Bringing Targeted Traffic to Your blog
Bringing Targeted Traffic that will convert into customers or clients is the ultimate goal of every effort to make your site more visible on the Internet.
If you’re new to all this talk (i.e. if you don’t use the word “traffic” when talking about people who visit your website), you probably don’t have a whole bunch of ideas on how to increase the number of visitors. Fortunately for you, there’s a whole science around it, so you don’t have to reinvent the wheel.
Search engine optimization is the most popular way of bringing in traffic for free, at least in theory. Basically you’re implementing the processes of keyword research, on page optimization and link building to rank your website higher in Google and other search engines.
However, since Google is working very hard to prevent manipulation with search results, you have to be very careful if you’re trying to rank your website by yourself, or else you can end up having your website penalized. The process is slow and demanding, especially if you’re in a competitive market, and isn’t without risks.
You can consider hiring a local SEO company or an independent SEO consultant to do the job for you, but then the “free traffic” story ends, because SEO companies, in an effort to provide the best possible results for you, have to charge you sometimes really high amounts to cover their expenses, their time and expertise. However, the costs will diminish over time, and if the company does a good job, you will be getting significantly more targeted visitors for a long time, which should justify the cost of it.
Paid advertising, especially if we talk about Google ads, is something that you definitely want someone experienced to handle for you if you don’t want the money you invest in advertising to be wasted. With Google’s Pay-per-click ads, you’re bidding against others who are also selling what you’re selling for the place on relevant websites.
The goal of PPC ads is to bring in less traffic, but much more targeted – for example, if you’re promoting an online language teaching course, your goal is to expose your landing pages to people who are willing to pay for a good course, but those who are just searching for “how to say good morning in Chinese” aren’t likely to become your customers.
There’s a lot of careful analysis involved here, as well as landing pages and conversion optimization to maximize the results of your campaigns, so you better have an expert doing it for you. If you want faster results and you don’t mind paying more to get them, you should consider the PPC.
3. Social media traffic
Facebook, Twitter, LinkedIn and most of other social networks will allow you to promote your website for free, or to pay (another form of ads) to have it displayed.
As anything else you want to get for free, it takes time to build your audience (friends, followers, fans) and to establish some sort of relationship with them, so that they’d be interested to visit your website when you invite them to (when you publish your latest blog post, for example). As for the paid version, there’s a debate on how well the ads on social media sites perform compared to Google’s ads, but you’ll usually get some free credits when you start, so you can try them out without risks.
Very generally speaking, social media works best for already established brands – people who already recognize the name of the brand and connect with it on social media are more likely to convert into buyers when you promote to them, although it’s also to be done carefully (one unhappy fan can cause an avalanche of bad comments, so you want to be careful about what and how you publish there).
Also very generally speaking, when people come to your site from social sites, they aren’t in the buying mode, so you’ll need to have a carefully crafted campaign – from fan engagement, ads or posts that invite them to the website, to the looks of the landing page itself.
Hope this helped a bit! If you have questions, please share them in the comments below.