Getting Visitors To Your Website

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Getting traffic (or visitors) to your site is one of the two crucial steps to getting your site performing.

Not all traffic is created equal. In this post we’re going to look at some important factors in the traffic you get.

Cost and Profit

Traffic has a cost. Even if it’s only the time and opportunity cost of working for so called ‘free traffic.’ It’s important to know what traffic to target.

After all, marketing is a numbers game. It’s about bringing visitors to your site who will end up spending money with you.

Traffic Sources

For most New Zealand service businesses who are actively marketing on the internet, the bulk of their traffic will come from search engines. Businesses who aren’t so active will usually get more traffic from the various directories (like the online Yellow Pages and Finda). But the traffic from directories is soon overtaken when you get focused on your internet marketing.

There are numerous other sources of traffic available, however search engines are likely to be the biggest for you, so they’re the best place to start. Search traffic also helps you understand what to target when you go after other sources.

Before we race out and start getting as much traffic as possible, it’s important to know what you need.

Money Searches

The first thing we’re after is what we call commercial intent. That means the person who’s searching is planning to spend money.

There are plenty of people searching with no plans to open their wallets. Students doing research are an example. Search terms with ‘free’ or similar terms in them aren’t usually much help. If you’re a high end business, then terms like ‘cheap’ and ‘affordable’ are also going to be inappropriate.

This will vary by industry and business, but you should be able to look at the various search terms and traffic sources and get a feel for which are going to deliver people who are ready to spend money.

Local Prospects

If you’re business is location based, then you’re specifically after traffic from people in your area. We call this local intent. If it’s traffic from a search engine, we’re looking for a local modifier. This simply means they’re putting a city or region name in the search term. For example I might search ‘Tauranga photographer’ or ‘Bay of Plenty engineers’.

For the record, Google tells us 20% of all searches have local intent.

Measuring Returns

Once you’ve made your best guesses about the traffic you can start testing. Every website should be setup to measure and track where visitors come from, and whether they convert into leads and clients.

Once you start seeing where the clients are coming from, you can ramp up your focus on these areas and increase your profits. Sources that are delivering low value can be dropped from attention.

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Luke Foster, Marketing Geek who helps New Zealand service businesses make the most of the internet to get more business.
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