Just Cause You Build It, Doesn’t Mean They’ll Come
There are many different ways people can find your website. It’s got to be more than just search optimization. Your digital marketing strategy is clearly about driving traffic to your website and increasing conversions.
It’s ideal to have your customers on your main website as you’re able to control the user interface and the user experience.
This makes it at least a bit easier to lead your traffic to the information they need in order for you to convert that visit into a sale. Search optimization is an important part of driving traffic and ROI but website conversions can come in a number of ways.
Search Optimization & Conversions
One way a conversion can take place is through a purchase made directly from the e-commerce platform set up on your website.
A conversion from a visit to your website can also come in the form of someone simply using your website to research and find information and then they make a trip to your retail location to make a purchase.
The point is that to start to receive a decent ROI with your internet marketing, users first need to find your website. It’s not like that famous line in the Kevin Costner movie Field Of Dreams: “If you build it they will come”.
This just isn’t true in the world of websites, digital marketing, and search engine optimization (SEO). It’s worth repeating here that search optimization is still important, it’s just not the be all and end all of SEO.
If your page titles, meta descriptions, and most importantly, if the content on your website is current and relevant to their users search queries, Google will rank you high in the search engine results pages (SERPs) and users will likely click on your website link.
Social Media Optimization (SMO) Conversions
Along with the fundamental on-page search optimization that needs to take place on every website, social media is a fantastic tactic to increase traffic to your website and also boost your search engine rankings.
If you’ve built a following on your social media networks with engaged and qualified fans and followers you’re already a step ahead of the game. These fans are already digging the content you’re sharing.
If they in turn share your optimized content through Facebook likes, comments, and shares, Retweeting on Twitter, and sharing on other social media networks, your content will be creating valuable social signals to Google and other search engines.
These social signals will help Google to realize that your content is relevant and compelling enough to be shared through social media. This means they’ll rank your content higher in relevant SERPs. The social sharing naturally helps build your search optimization.
This is why it’s important to optimize your social media content as well as your website for social integration and social sharing. Social Media Optimization (SMO) is a process that is used in most of not all VPDM marketing strategies.
How Many Ways Can You Drive Traffic To Your Site?
The Host Baby Blog, a blog discussing website promotion for independent artists has a pretty comprehensive list of 21 ways people can find your website. After reading this list, I found it doesn’t only apply to musicians. Search optimization, while important, clearly is not the only way your customers and prospects will find your website.
I modified their original list to include some of theirs and some of my own thoughts, this list applies to every single website out there.
1. Search on Google, Bing, Yahoo, or on social networks. Someone types in your business name or a relevant keyword into the search field and your website shows up in the search results. Click! Bam.
2. You have your website’s URL prominently displayed in your retail location/lobby and it’s a memorable URL, right?
3. Real-world conversations. At the grocery store, at the barbershop, on an airplane, you tell someone about your business and say “check us out at <MyBusinessName Dot Com>.”
4. Business cards — simple, and sometimes still effective.
5. Your URL is included on all your product packaging — simple, simple.
6. Your URL is listed on promotional material (print, digital, outdoor) and press releases — simple, simple.
7. Your website content gets shared on Twitter, Facebook, other social networks, relevant blogs, etc.
8. You link to your website from your social media profiles (Facebook, Twitter, Google+, Pinterest, LinkedIn, Instagram, etc.)
9. The signature of your email links to your website.
10. The footer of your email newsletter (and lots of the content within the email) leads to your website.
11. Link exchanges, blogs swaps, oh my! Do a guest-post a blog in your industry. Link back to your site in the article. Voila!
12. Your URL is displayed on any and all company vehicles.
13. Your website URL is written right at the top of your YouTube video descriptions.
14. Annotations in your YouTube videos mention your website.
15. The YouTube video itself displays your URL.
16. Your URL is mentioned in your TV or radio advertising.
17. You always mention your website in a radio or podcast interview.
18. Your website gets mentioned by the press. This could include magazines, newspapers, blogs, etc. — in either interview pieces, product reviews, product previews, and more.
19. Your URL is listed on a some of your partner’s websites.
20. Paid online advertising (Google ads, Facebook ads, etc.) links back to your website.
21. You hope and pray a lot and spread good positive vibes all day — because you’ve got to cover every angle!
Did we miss anything? Can you think of any other ways, aside from search optimization, that people would find your website?
Please let us know in the comments.
You can read The Host Baby Blog’s full list here.