Few things are more frustrating than completing a beautiful new website and discovering that no one is coming to visit it.
How could that be? Can't the people on the internet just "sense" that there is a brand new wonderful website for them discover? Shouldn't Google or another search engine realize that your business is clearly the best and most relevant for everyone looking for what you do or sell?
The answer is no. You need to have a multi-faceted action plan to drive traffic to your site.
One of the most effective ways to drive traffic to your site is by purchasing advertising on Google or social media sites like Facebook that are linked to search terms relevant to your business. It can be an excellent way to "leap-frog" over larger and more established competitors by appearing at the top of the search engine results. However, it comes at a cost. The price of pay-per-click advertising varies widely, depending on how competitive your industry is and how narrow or wide you set your "net." Don't get me wrong, it can be money well spent if you have the budget for it.
Looking for "low cost" or "no cost" tips on driving traffic to your site?
Here are some suggestions:
1. Ensure your business is registered with Google My Business. This free service from Google is critical for your business. Without it, your business will not appear on Google Maps and will not pop up in search results unless the user enters your exact business name or website address. Include office hours, details on the services you offer, photos, parking instructions, and links to your site. This is also where you can have customers provide Reviews, which are incredibly valuable for getting new people to try your business.
2. Understand the search terms (or "keywords") someone not specifically familiar with your business or its name would enter into Google or another search engine to find you. People rarely type in your actual company name. They are much more likely to enter "who sells xxx near me?" or "how much does xxx cost?" Tools like Google Analytics and other research sites can help you get a handle on these search terms or "keywords."
3. Once you understand the search terms most relevant to your business. ensure that you capture those keywords in the Titles, Headlines, text, and settings of your web pages. Incorporating a Blog into your website can be an excellent way to create pages with exact titles such as "how much does xxx cost?"
4. Get others to link to your website. It is great to include links to other sources on your site (hint: make sure that those links open in a new page rather than take users away from your site). However, search engines like Google will believe your site is more relevant to prospective customers if it sees that numerous other relevant (and legitimate) sites have links pointing to your website. That can include links from your social media sites and/or blog entries. But links from respected organizations (especially those ending with .edu) will be weighed more heavily. Note, avoid using illegitimate companies who charge to send numerous links to your site. Google will punish those who try to "trick" it.
5. Keep your site "dynamic." It is not realistic to expect people to keep visiting your site or Google to recommend you if nothing has been updated on your site for months or years. Regular updates are necessary to "keep things fresh," such as:
- Details of your latest sale or promotion
- Health & safety updates related to COVID-19
- Blog with new content every week or month
- New or updated content on site pages
- Seasonal photos or videos if applicable
- Photos or videos of charitable events or activities
- Available jobs or positions you are hiring
6. Create company social media sites to give various ways for the public to discover you and include links to your site:
- Videos on YouTube (you can also embed these videos onto your site)
- Facebook, Instagram, Twitter, etc. (you can include a Widget with your activity feed on your website)
- Company page on LinkedIn (and an up-to-date profile for yourself as well)
7. Incorporate some tips or content on your website or blog that isn't hard-core selling. This content can be discovered by internet users looking for information and if you are seen as a trusted information provider, they will be more likely to deal with you even if they aren't in your immediate local area.
- "Things to consider when deciding on xxx"
- "Common problems with xxx and how to fix them"
- "Frequently Asked Questions about hiring an xxx"
- "Safety tips for those installing xxx"
- "Why you should always have a professional install xxx"
- "10 most important things to check when purchasing xxx"
8. Make sure you have done your due diligence to keep your website clean and functional. Google and other search engines will not recommend your site if it discovers:
- Blank pages
- Links that don't work
- Photos without descriptions or captions
Need help getting your website or social media platforms in proper shape? The team at Absolutely Business Solutions would be happy to help. Contact us today for a free, no obligation consultation.