Increasing traffic to site
-
Hi,
One of my clients runs an online magazine that is geared towards the elderly market. She is looking for a continual increase in traffic. Is PPC the best/most effective method to utilize for this or are there good link building opportuntieis in this arena? Would it be a good idea to have her submit some of her articles to article directories as she is an author? -
Hi Cornelius!
Good question, and it looks like Patrick has given you a lot of (awesome and necessary) homework! I just wanted to add that I really wouldn't recommend article directories as a link building/traffic growing tactic. The return has decreased a lot in recent years, and it's generally considered an unnatural tactic.
Patrick gives some good ideas for getting your content out there. I'd also recommend checking out our Beginner's Guide to Link Building.
Good luck!
-
Hi Cornelius
This will take a bit of research on your end, as well as getting input from your client. Google offers a great feature called the Customer Journey to Online Purchase that helps break down what marketing channels help in different phases of the funnel for different sized businesses in different industries.
I love PPC because it has value not only for getting content in front of your audience quickly, but it has SEO benefits in showing if a page is correctly relating to a targeted query or keyword search, as well what keywords or queries are converting best. But again, it's going to come down to research and learning as much as you can for your client's business.
-
Do some research
-
What information is missing in your industry?
-
What are users actively searching for?
-
Where are they currently participating in conversation?
-
What language do they use in search and those discussions?
-
How do they digest their content?
-
Here's a quick resource on content gap analysis from Edge Multimedia
-
Take advantage of great tools like Open Site Explorer and SEMRush to get a handle on your competition and what's working / not working for them
-
Build out content on the site based on your research
-
Mind your obvious onsite SEO fundamentals (titles / meta descriptions / schema / content length and language / etc.) (resource)
-
Lay your site architecture out in an easy to use / understand fashion (Information Architecture for SEO)
-
Repurpose content through video / images / guides / e-books / how-tos / etc
-
Take advantage of internal site search functionality
-
What are users searching for on your site?
-
Distribute that content through social platforms / industry blogs / email marketing
-
You can try social paid advertising (based on target audience)
-
Also look into posting on Linked with a tagged URL giving credit to the original post on site
-
You can also try sevices like Outbrain or Taboola. Lastly, check out this post from Curata - HUGE list of opportunities.
-
Participate in the discussions that are happening in your industry
-
Social
-
You could take advantage of features like Twitter's Advanced Search and start fielding questions
-
News sites
-
Industry forums
-
Q&As
Take the time now to learn about the business, the industry, and the audience as best you can. Take the time to optimize your website, and focus on the marketing channels that are going to best reach your audience. The above points and resources will help you. It will take effort and time, but it will greatly pay off in the long run.
Hope this helps! Good luck!
-
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Is it possible to link two sites' Search Console to Adwords?
My company is a healthcare organization that has two brands, one that's our 'system' and is mainly adult health services and the other is pediatric only focused care. Both have separate websites. Our SEM is managed by an outside agency. We're in the process of linking our Google Search Consoles to the Adwords account. Our GSC has both of the sites as separate properties, but the Adwords account has all of the campaigns for both brands under one account. Is it possible to link both of the GSC properties in the Adwords account to be able to get accurate information for the Paid & Organic report in Adwords?
Paid Search Marketing | | Kyleroe950 -
How would changing every title tag on your site at once affect SEO?
We are moving our website to a new CMS, and working with a vendor who would like to change the title tags from the current format to a breadcrumb structure. Our fear is that this may negatively impact the current optimization efforts in place. Our current title tags are a mixed bag of good, bad and neutral, but some have been optimized for best practices. Does anyone have any insight on the effect we would see if everything were changed at once, or any suggestions on how we could test this before we launch the "new" site? Thanks!
Paid Search Marketing | | cparedes1 -
Enhanced Sitelinks for Large Ecommerce Sites
We're about to set up enhanced sitelinks for our main site but I'm not sure about the best way to do this given the duplicate URL rule. Ex. we have a campaign for X category of products. X category has 13 subcategories and each subcategory has 4 ad groups. So in total, campaign X category has 52 ad groups in it. We planned to do a sitelink for every ad group, so 52 for this X category of products. But the duplicate URL rule makes this difficult considering how many will be in a single campaign. Making them links to related subcategories isn't possible as we'd run into duplicates really fast. Same with About Us, Contact Us, etc. What's the best way of approaching this?
Paid Search Marketing | | Kingof50 -
How Can I Increase Conversions from English Speaking Countries in AdWords?
Hello, So here is the gist: Our company provides credit card processing services primarily to e-commerce businesses. I began managing Google AdWords in-house this past April. I started out by not excluding any countries, but received leads from merchants living in countries we could not serve due to risk of fraud. Then, I excluded countries our company could not work with to eliminate unwanted costs. I then took it one step further and targeted only countries our company can serve. My campaigns performed very well. This month, I have been averaging nearly 14 conversions per day. [I should also add that four campaigns are Search and Display, one is remarketing so it is Display only, and two are Search only. Prior to what you will read in the paragraph below, the majority of our conversions came from the Display network, but we had a significantly higher conversion rate with our Search conversions.] However, throughout all of this, we received very few conversion from English-speaking countries--primarily the US, UK, Canada, and Australia. Yesterday afternoon, July 15, I targeted only those four countries. When I came into work this morning, I saw that we received very few impressions and only 7 clicks (as opposed to more than 500,000+ impressions in one day and 1,500-2,400 clicks in one day). I am no Google AdWords expert, but I do understand that searching these terms in the US, UK, Canada, and Australia may be more competitive, which will require a higher CPC. I set it so Google manages my CPC, so I would assume this would adjust while staying within my daily budget. I do not know what to do, but am in dire need of guidance. I do not know where to look online for help and Google AdWords Live Chat is not working. Thank you in advance,
Paid Search Marketing | | Instabill
Meghan0 -
Will a javascript rewrite of city names on a home page from PPC traffic affect SEO negatively?
We have a client that was originally based out of Orlando and the entire website is SEO'ed for Orlando. In the long term we will start SEO'ing for Tampa. But In the short term, we want to drive traffic from Tampa to the website but we want that traffic to know the business specializes in Tampa service (he has local teams there). We are already using a ?_vsrefdom=changemynumber to change the phone number dynamically to a tampa area code for tracking purposes. We want to dynamically change all iterations of 'Orlando' with 'Tampa' using the same javascript. Does this cause any SEO problems or trip any alarms with Google?
Paid Search Marketing | | Highforge0 -
Ideas on how to track google display network traffic
Does anyone know of a good way to be able to track traffic from Google's display network to a site since this traffic doesn't show up under paid search traffic in Omniture? Thanks! -Margarita
Paid Search Marketing | | MargaritaS0 -
Your Google AdWords account has been permanently suspended for repeated violation of AdWords or Landing Page and Site policies in this or a related account.
My client nor I received any warning. We even had a google adwords team optimize the account and my rep does not yet know the reason for the ban. Not sure if its related but their google organic rankings dropped significantly at the same time. https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=164786 Any advice here? Do these Questions get indexed by google? I will ask my client if I can disclose the domain. Is there any way around a permanent ban? They were spending 50K per month. Is this enough to have any clout?
Paid Search Marketing | | webbroi0 -
Have you seen a correlation in between running a PPC campaing and increased SEO ranking for a new site (< 3 months old)?
I have read many conflicting articles on this topic. I understand that running a PPC campaign at a launch phase of a site can get a lot of insights such as exact traffic patterns etc. But the question is: is there a correlation or not with increased rankings position for new site as search engine are forced to crawled that given landing page to give your ad a score? Thanks in advance for your answers and opinion
Paid Search Marketing | | OlivierChateau0