To put in perspective how many sites are up and running online might be a bit mind boggling. Far more numbing: that all of those sites are competing for eyeballs. Whatever you want to find online probably is, and that also includes whatever you are trying to do. Going online these days is not a matter of inventing the wheel but simply trying to make another wheel better than the other guys.
Being better than the other guy means nothing if you can’t get people to see that you’re better. Many sites online are of top-notch quality but they may not have the traffic as others providing similar content that aren’t half as interesting.
But they are effective. The question is why? Because they are able to drive people to their site and steadily increase traffic.
How important is it? The top three unpaid positions on the first page of Google search results receive about 58 percent of all clicks, according to online marketing firms. Websites that appear on the second page average about 1.5 percent of clicks.
How can you use content to increase online traffic? Check out these 5 ways:
1. Offer original articles. Online articles don’t cost much and can be relatively easy to generate. They also provide a way to brand company representatives as experts. The articles could offer a number of things, such as instructional learning, new methods for tackling problems, or industry leaders’ views.
A few article formats to consider:
• Essays
• How-to articles
• Tip sheets
• Checklists
• Guidebooks
2. Grab readers with catchy headlines, bold statements and an authoritative voice. Humor works as well as catchy hooks.
3. Build content around popular search-engine keywords. It would be a good idea to avoid terms or references that might date your articles. Less is always more in this scenario. Be succinct and summarize instead writing long, drawn-out copy.
4. Videos and Podcasts give instant credibility to sites. Videos should be kept under three minutes and audio recordings to five to 15 minutes. Online “broadcasting” is easier than ever these days; all you need is the equipment (a portable digital video camera will do) and a microphone, and you’re ready to go.
5. Blogs and online communities is a simple way to build trust and create credibility. Blogs when done well also offer customers a forum. Expert advice can be offered; the site itself can become a leading industry source and even gain media exposure. This way it becomes a two-way channel for conversation that helps you get to better know your customers. From there are newsgroups, communities, message boards and any other space where ideas are readily exchanged.
