Driving traffic to your website isn’t just important for large organisations – it is vital for smaller companies too.
The problem is that all too often people find themselves looking at the numbers in Google Analytics and wondering why their traffic is so low, especially when they believe that they have done everything possible to make improvements to their online presence.
Don’t worry if this is the case for your business because there are a number of things that you can look at that might be responsible for your low web traffic.
Search Engine Optimisation
When it comes to getting that traffic, search engine optimisation (SEO) is your best friend, but ensuring that your website features in the top 10 search results can be hard; only the very best will achieve this. If you want to be the best, then you need to take a long hard look at your website to ensure that it is as good as it can be.
This includes reviewing the user experience on devices of all sizes from desktops to mobile phones and checking the speed of your website. (You can do this with Google’s free Page Speed Insights tool)
Other quick tips for small businesses are:
- check that your web content is keyword optimised for best search results
- add unique new content to your website on a regular basis
- add persuasive titles and descriptions to all web pages (these show up in search results and tempt visitors to click)
- check Google Search Console for any errors or coverage issues
These are all factors that can really help you to improve your search rankings and draw in the visitors
Backlink profile
When it comes to search rankings, backlinks play a really important role. Those pages that rank the highest will usually contain links of a high quality that direct browsers to visit them. You may not have considered link building in the past, but it is certainly something you should look into, because without it you won’t have many backlinks, and this could be hampering the flow of traffic from Google.
Keywords
When it comes to search engine rankings, your keywords are important. Unfortunately, the more a keyword is entered into a Google search the more chance there is that it will be targeted by other much bigger companies. This means it can be much harder to beat your competitors to one of those top spots in the search rankings. The best way to achieve the best rankings if you are targeting keywords is to choose one of two paths:
Do you want to gain authority or would you rather target long-tail keywords?
Building an authority website is not an easy task, it needs a lot of hard work and patience – and usually professional help. It’s not a quick process – it can take months or even years – but if you persist you will get somewhere.
Long-tail keywords on the other hand – search terms which contain more than 4-5 words – are rather specific and will give you a much better chance of driving your search traffic, and doing so quicker. It is also worth considering using a mixture of both.
Content
If someone is looking for something, then the quality of your content is vital. Ensure that the content you put on your site is informative, entertaining and insightful. People might visit your site for the useful information but if you want your digital marketing to work better and improve your traffic, you need them to remember you and return for more of the same.
