A good website is an invaluable asset that can propel your business and be a source of stable income.
Unfortunately, you cannot create a website and wait patiently for visitors to come.
They will not.
The Internet is oversaturated with too many websites and ads, so the competition in the digital market is ferocious.
The good news is that it is still possible to successfully manage your website traffic and not become overwhelmed. TemplateMonster has a unique collection of free resources to help you do that. This guide includes links to our best free e-books and a selection of tips for website promotion and SEO.
On-page SEO involves optimizing site elements on a website in such a way that Google gives your website higher rankings and search engines interpret its content more accurately. Because of on-page SEO, the website gets more visitors and the traffic is more relevant.
There are three basic types of websites: informational, online stores, and blogs.
Informational websites are used by businesses that specialize in direct personal sales to provide basic information about their services and contacts. Informational websites often have additional interactive and e-commerce functionality. Most websites today combine the elements, and all of them need on-page SEO.
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Tips & Tricks
Make sure you 've optimized website content. I will talk more about content in the next section.
Check the link architecture and make sure that there is a crawlable link structure leading to every page of your website. The structure should look like a pyramid, with a minimum number of links between the homepage and any other page.
Take care of page metadata by optimizing the page titles, content descriptions meta tags, keyword meta tags, author meta tags, copyright, and robot meta tags.
Make sure every page URL is readable, relevant, and not cluttered by URL parameters.
Check your page titles; they should contain keywords or, even better, begin with a keyword. Add enough modifiers to your titles (words like “best”, “2018”, etc.)
Weave LSI keywords into your content. They are synonyms that Google sees as relevant to your keywords.
The term “content” refers to text, images, sounds, videos, and animations that people encounter on a website. Optimizing content means creating and organizing it in such a way that:
It is built with a deep understanding of the audience and their use of keywords in search of information.
Each piece of content, no matter how long it is, is focused on one topic and helps readers accomplish a specific task.
It spurs action.
Content that has not been fine-tuned to the specific demands of search engines has lower chances to be read by its planned audience.
Proper keyword research is an absolute necessity. You need to plan the use of keywords before creating any content. Remember that your audience may use different terms when describing your products than you think they do.
Content Marketing 101: The Must-Know Essentials [Free Ebook]
Tips & Tricks
Define user personas. These will help you get into the minds of your target audience and predict their use of keywords.
Brainstorm keywords for each persona. You need to write a list of words your personas would have used when searching for the information or service that your website offers.
When analyzing keywords, consider the intent of their use. For example, people with informational intent are looking for specific information about anything: planets, best schools for their children, SEO, etc. They will type the words like “how to” or “information” into a search bar. When clicking on search results, they don’t want to see a product page but an informational article. People with navigational intent try to get to a specific website. Ranking high on a navigational term will bring traffic only if your website is exactly the one users are searching for. People with transactional and commercial intents are looking for the best purchases now or in the future, may use the words “buy”, “deal”, “discount” in their search and want to be led to product pages.
If you don’t think that studying SEO basics is what you need to do right now, our Prime SEO Pack and Speed Booster will help you get your website on top of Google.
Link-building involves obtaining backlinks from popular and authoritative websites to yours. Search engines use hyperlinks to find new websites and to rank them in search results. The higher your website is ranked in Google or similar search engines, the more traffic it will get. Links also send referral traffic to your site and help establish your brand.
Link-building is not something you can do once and forever; it is a strategy that should be employed on an ongoing basis.
Link Building Must-Haves For Website Owners [Free Ebook]
Tips & Tricks
Once again, specify which keywords you want to rank for.
Choose sources for traffic-driving links by analyzing search rankings and searching for influencers.
Using tools like SimilarWeb, find out from which sources your competitors get traffic.
Find useful, reliable site directories that work in your niche (like Tripadvisor or Yelp).
Use tools like BuzzSumo to identify social influencers in your industry and write guest-posts for them. You need to include backlinks to your site into the posts or the author’s bio, depending on the site’s policy.
Communicate with people at forums or online communities like Quora sharing links to your website. This is done mainly to establish one's brand authority and draw organic traffic. Your comments should be useful and relevant. Also make sure you are actively participating in the life of that community, not just spreading links.
Regularly check referral traffic using Google Analytic Tools to see how your backlinking strategy is working.
Add external links to relevant and reliable resources to your content.
Use tools like BuzzSumo to identify social influencers in your industry, find the ones that accept guest posts, reach out and write those posts for them. You need to include backlinks to your site into the posts or the author’s bio, depending on the site’s policy.
What Can Go Wrong?
You will get too many links with exact keyword match in the anchor text, and Google will penalize you.
You were not using semantic keywords in anchor texts.
You were using expressions like “Look here” or “Read more” as anchors.
You were exchanging a massive number of links with one webmaster.
You were getting backlinks from sites having a bad reputation (like spammy directories).
You were buying or selling backlinks and were banned by the search engine.
You were getting backlinks ONLY from high-PR domains, and it looks unauthentic.
You were getting backlinks from websites that are not relevant to your niche.
You were building backlinks too fast, and Google found it to be suspicious.
The content promotion will increase the visibility of your website through spreading your content across targeted venues. It increases traffic, engagement, and sales. Start promoting your content immediately after creating it. If a particular piece is an evergreen, you can continue promoting and updating it as long as you want.
Social Media Optimization involves optimizing the site in such a way that it is more visible for social media searches and more frequently included in posts and vlogs. It draws traffic to your website from various social platforms as part of a content promotion or a separate tactic.
Email marketing involves building up a database of email contacts and sending them tailored messages via email.
Newsletters and subscriptions help increase readership of a blog and draw traffic to a website through communicating directly with your audience. Ask visitors to subscribe to your newsletter upon entering the website, when downloading materials, or when making purchases.
In a week, tweet the same article once more with a different title like “the benefits if reading the x article” or post your comments to it, or describe how well it was received.
Learn content curation tactics and drive traffic to your website with materials relevant to your topic that you find all over the web.
Create a list of bloggers who are influential in your niche, active on social media, and have a lot of followers.
Feature and tag influencers in your posts and let them know about it via email. Also, write articles that may be of interest to the influencers and share the articles with them via email. Ask them to share your content on their page on social media, quote it, or link to it.
Find influencers on LinkedIn and ask them to read your content and link to it.
Find content similar to yours and contact people who liked it inviting them to your website.
Turn your content into a video or cartoon and share it on other social platforms.
Submit content to content aggregators.
Create a newsletter sign-up for your website. Create landing pages and pop-ups that call visitors to subscribe to leave their email address.
Create a landing page with a lead magnet and invite visitors that have clicked on your ad to leave their email and download a freebie. Use the emails you obtain for sending out promotional newsletters.
Paid advertising means that you buy relevant traffic for your website.
Pay Per Click advertising involves showing ads along with search results on Google and other search engines. You try to predict the keywords that your potential audience will use when searching for things and information that are relevant to your website. Advertisers only pay for clicks - times when people clicked their ad. For Google, the system in which advertisers make their bids on keywords is Google AdWords. PPC can also be done on other search engines and social media platforms like Facebook.
With CPM advertising, you pay for the number of times your ad is shown on the search engine results page. You cannot track the progress of the campaign until it’s over and you have no guarantee that ad viewers will click on it.
You can pay for placing your visual ads on specific websites for a period if you know that the traffic on these websites is relevant. This can be done directly, by contacting the website owners and asking about their rates. As a webmaster, you can use Google AdSense and earn by placing banners and other kinds of ads on your website.
Placing paid content on social media, such as Facebook, Twitter, or Instagram, is called social media advertising. It allows website owners to grow traffic, establish a fan base, target their audience better, and test their ads on the fly with platform analytics.
Native advertising is the type of paid media where the ads follow the natural form and function of content. It exists in the form of In-Feed Native ads in search engines and social media, search and promoted listings, content recommendations, and sponsored content.
Tips & Tricks
Search Engine Advertising:
Make sure you have chosen the right combination of keywords for your PPC campaign. You need to be researching your keywords continuously, add new combinations and exclude those that don’t bring traffic.
Write compelling ad copy with a clear call to action. Your ad should contain a killer headline, a description why the user should click on your ad (call to action), and an URL link to a landing page or pillar content on your website.
Do a split test on your ad by changing the headline or description in the same ad and track the results. You need to improve your ads continuously.
Promote your content on different platforms, including Medium, Quora, Reddit, etc. Make sure you research every platform beforehand, and it is where your target audience hangs out. Learn how ads are sold on each platform and do a cost/benefit analysis.
Create multiple ads and launch them into a queue.
For native advertising, choose a great blog post or slideshow, or any other popular piece of content that provides value to viewers is relevant to your product or service (or to the overall topic of your blog), and has been popular on social media.
Add calls to action and links to subscription forms to this content. Make sure you find natural opportunities to add the links.
End the piece of content with a clear call to action.
Promote your “native-worthy” content on social media. Use the headline of the article as the ad text and add a good photo (it is better to use the image everyone will see on a landing page).
Measure the effectiveness of your campaign by the number of times users shared the content.
Experiment with different ad themes. Try educational content or funny or interesting visual media; write “How to” and “X tips to...” articles; try surveys, quizzes, and online reviews.
What Can Go Wrong?
You started with a big PPC campaign without testing it first.
You have not analyzed the keywords your competitors use before starting your campaign.
You’ve targeted wrong people by using keyword combinations that are not relevant to your website or your audience.
You’ve put too much focus on short-tail keywords, and your PPC campaign is too costly. Popular short-tail keywords in ads tend to bring more traffic, but the competition for them is enormous. Such campaign may cost you a fortune.
Your ad is not relevant to the landing page it sends to. Visitors get confused.
Your ad is not relevant to every keyword combination in a keyword group.
The style of the ad doesn’t match the target audience. Your ads do not “speak the language” of your target audience.
You failed at targeting your social media ad campaign. You’ve targeted too wide or narrow.
You don’t check your ads with Facebook text overlay tool, and they contain too much text.
You leave one social media advertising campaign on for too long, and it has gotten dull.