DKS Blog. Your guide to web design, development, and internet marketing.

Looking Beyond Website Traffic

09/24/13 – 5:45 am | Posted By: Courtney Petty

There’s so much talk and promise surrounding website “traffic.”

“We’ve increased traffic significantly over the last 3 months.”
“We want to optimize our website for search engines to bring in more traffic.”
“AdWords is bringing in more traffic compared to organic search visitors.”
“Yay! We’ve hit record amount of visitors this month.”

Traffic is a good thing. But, it shouldn’t be the only metric you’re using to determine success. Of course you could argue more visitors means more brand recognition and awareness for your company…But if all your visitors leave and never return – is that success?

A lot of people still think of SEO as one disjointed segment in the world of online marketing. But really, it works best when integrated with other online marketing initiatives. Not only do businesses want to focus on “SEO” and ignore key supporters like social media and unique content creation – but SEO companies are still taking this approach as well.

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When we engage a business in online marketing/SEO consulting and optimization, we look at the whole picture.

  1. Primary goal of the website (usually to increase sales, because that’s every business’s goal, right? To sell more!)
  2. Secondary goals that support the primary goal (newsletter sign-up, contact form submissions, downloads, more social interaction/engagement)
  3. Website analysis – identifying trends and missed opportunities.
  4. Strategy. Actionable ideas and ways to optimize our client’s website for PRODUCTIVE traffic and conversions.
  5. Website optimization. We usually do this in phases: technical, design, on-page and ongoing.

It’s more about just adding the right keywords to a page. Optimize your website for phrases that will help your target audience find you online and turn that traffic into productive traffic.

It’s more than having a blog just as a source of frequently updated content. Write articles that your visitors will find helpful. Helpful enough that they will convert (and this doesn’t necessarily mean buying something right away. Our secondary goals support the overall goal, remember?) Ignore keywords for a second and write what your clients/consumers/visitors want or need to know about you, your business, your industry, etc.

It’s more than slapping some social share buttons on a page and calling it “good.” Find ways to incorporate your social efforts throughout your website and engage your visitors. It could be incorporating social media to a “Thank You” page, utilizing social API’s or simply adding an icon for a social contest you’re running… it should all work together!

Online Marketing / SEO Campaign

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So, I encourage you to look at the WHOLE picture. Look beyond traffic, and make sure your SEO or online marketing firm is doing the same.

If you’d like a free online marketing analysis, contact us or fill out our contact form.

About the Author: Courtney Petty

Courtney Petty
Courtney is the Web Marketing Specialist for DKS Systems. She specializes in all things related to online marketing such as Search Engine Optimization (SEO), social media, paid advertising and more. Outside hobbies include cooking, crafts and shopping online.

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One Comment

  1. Posted 12/03/13 at 1:21 pm | Permalink

    Thanks for sharing your opinion Courtney,

    You are 100% right, a lot of people are obsessed with getting more traffic and they often lose track of the reason they started the website in the first place!

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