You started that Jim-Dandy business of yours for a reason. Maybe you want more time with the family. Maybe you’re sick of answering to an abusive boss. Maybe you have a strong passion for the services or products you provide. Whatever the reason, you need to drive traffic to your business. You need people to know you exist.
As I indicated in a previous blog post, search engine optimization (SEO) is your online lifeline. It’s the high-octane fuel that drives traffic straight to your door.
Sure, you can skimp on SEO. You can limp your old beater website along on fumes. You can even keep plodding along hoping a wayward customer slips past the search engine checkpoint.
Or, you can take proactive steps to make sure the Internet gateway removes all roadblocks. That’s the route I take when I map out a path for my clients on their road to success.
If you’d like to start driving traffic to your website now, feel free to shoot me a message.
Otherwise, check out the six blogging tips below to drive traffic to your finish line.
1. Use the right keywords
As a copywriter, my specialty involves researching topics and keywords for my clients. Using the right keywords to drive traffic is essential. This lets search engines know who to show your information to.
Let’s pretend you have a Christmas tree farm. One of the products you sell is a beautifully decorated holiday wreath. You want everyone across the United States to know you have these wreaths for sale. You want people to buy from you and nobody else. When people search for wreaths or holiday decorations, your site is one of the first they see - IF you've used the appropriate keywords and phrases.
As you begin writing articles to drive traffic, be sure to use new keywords for each blog post - keeping them relevant to your business. You don’t want your blogs to become a snooze fest or monotonous. And neither do your customers.
Fresh, engaging, value-added blogs with proper keywords and phrases drive traffic with ease.
2. Use an appropriate, value-added word count
You may read that blogs should contain a bare minimum of 750 - 1,000 words. You may also read that search engines give blogs higher priority if the word count is 2,000 - 3,000 words. But which method is correct?
Short answer: Both.
There are exceptions to every rule and plenty of opinions to go around relating to the best word count to use.
Generally speaking, boosting up your word count drives traffic - as long as the information adds value for the reader.
One of the reasons for this belief in boosting word count is the effect it has on bounce rate. A bounce rate is the amount of time a reader will stay on a website page before leaving. The thought is: the longer the content, the longer a reader will stay on the page. The longer the reader stays on your page, the lower the bounce rate. BUT...readers will bounce if the information doesn't interest them, regardless of word count.
Balancing your word count can be tricky when you're trying to drive traffic. You want a blog long enough to inform your audience. But you also want a blog short enough to avoid losing your customer’s attention.[1]
The substance of your blogs needs to be value-driven. Avoid fluffy, insignificant word fillers.[1]
Writing more content just to reach a particular word count is counterproductive.
Not a good idea.
More content does not necessarily equal quality content.
Quality trumps quantity.
Let’s go back to the Christmas tree farm for an example. Think about the relevance of your blog topic.
When potential customers are looking online for a holiday wreath, search engines rely on your website and blog content to drive traffic. If you have a tree farm, you don't want to include non-relevant information - like how to pour concrete - in an effort to increase word count. The search engines aren’t going to prioritize your site and customers will become frustrated.
The result: The reader bounces. They find a new website that satisfies their needs.
If you want to include something personal, fun, or unique - save it for a newsletter. We'll cover the benefits of newsletters at another time. They're another great tool for building a solid, trustworthy relationship with your customers.
The main message here is to keep your blogs fresh, worthy of your reader’s time, and focused on your business. Create blogs with a word count that's balanced between driving traffic and adding value for your audience.
3. Blog posts should be frequent and consistent
Your best bet for driving traffic to your website is to post a blog at least once a week. This lets the search engines know you’re serious about your business. It tells the Internet world that you’re alive, you’re active, and you’re offering plenty of great content. It says, “Hey! I’m here. I see you. I appreciate you. And let’s do business together.”
Search engines applaud your efforts by ushering an audience right to your front door. But you need to prove to them that your business is worth it.
Customers like seeing a thriving business. Energy is a business magnet.
Think about it. Imagine two brick-and-mortar buildings, side-by-side. One is bustling with people. The other one barely has people even daring to look in the windows. Which one would you choose to go shopping at?
People naturally gravitate toward momentum and strength.
Posting search engine optimized blogs once a week is a fantastic way to rev your website’s engine.
Posting every other week is still showing fairly good driving effort.
Posting once a month teeters on chugging and sputtering on low fuel levels.
Posting once a quarter is barely showing a spark.
Throw your business a lifeline. Start using regularly scheduled SEO-enhanced blogs on your website to drive traffic. Post blogs weekly if you can. No matter the schedule you choose, make sure it’s a consistent schedule. Customers look forward to and depend on your reliability.
Establishing a solid blog routine to drive traffic will have your business purring like a kitten.
4. Use engaging content with a call to action
Previously, I mentioned value-added content relating to word count. Not only should the information give value to your customer, but it should also invite the reader to participate.
In other words, to drive traffic to your site, include a call to action (CTA) in your blog posts.
Participation (CTA) may come in a variety of forms such as:
Signing up to receive a newsletter
Completing a survey
Trying a recipe that you share
Ordering a product
Providing feedback
Entering a contest
The possibilities of engagement with your audience are endless. Driving traffic to your website with action-based components is a great way to build relationships.
People appreciate being involved and they like being entertained. Customers want to know and feel that you value them.[2] But don’t try to sneak anything patronizing or scammy past them. Your customers are smart. They don’t want to feel used or taken advantage of.
Drive traffic to your website with genuine and sincere calls to action. Stay away from click-bait blogging and broken promises.
5. Use reliable sources to add credibility
I’ve mentioned this in past blog posts as well because it’s super important.
Use reliable sources for your blog content to drive traffic to your business.
Include references from educational or government sites, legitimate organizations, and other reputable sources. I recommend staying away from Wiki, opinion pages, and forums.
Always be sure to cite your sources in each blog.
And you probably already know where I’m going with this advice.
Credibility builds trust. When customers trust your content, they come back for more. Returning to your website each time you post a new blog will continue to drive traffic back to you.
It’s like hopping in a sweet, mint-condition 1967 Ford Mustang and scooping the loop on a Saturday night - circling back time and time again. Well cared for, dependable, and credible. All the other drivers (aka - your competitors) are jealous and wish they had your style.
Time to fuel up, start your engine, and drive traffic
Driving traffic to your business is a necessary part of confirming your viability. Blogging is a great way to accomplish your mission. Each of the steps described above is crucial for search engines to match potential customers with your organization.
It’s important to include all five factors when you post blogs to your website:
Use appropriate keywords and phrases.
Use a balanced and value-added word count.
Post blogs frequently and consistently.
Engage your readers and include a call to action.
Use reliable sources to add credibility.
Ensuring your blogs are search engine optimized will drive traffic to your website. A word of wisdom though - you won’t see improvements to your traffic overnight. This is a long-term process and you need to commit to seeing it through.
Once the search engines start believing that you’re in it for the long haul, the traffic starts flowing. Stay focused on your destination. Pledge to add blogs on a frequent and consistent schedule.
And you're already ahead of me because you know that researching, writing, and gathering credible resources takes a lot of time, dedication, and sweat equity. It’s not uncommon for business owners to feel overwhelmed and overstretched when tackling this crucial piece of their online presence.
Don’t hesitate to ask for help so you’re not left stranded on some dark road in a desolate area of the Internet highway.
Writing blogs to drive traffic is what I do. I’m here to help keep your load light and escort your audience on a well-lit path to your business.
Connect with me here for more information.
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