Search Engine Marketing Series: Maximizing ROI for Qualified Web Traffic
by Daniel Shortell, Search Marketing Analyst
12/12/2006
It's not all about Search
It is common to perceive search engines as primary source of qualified web traffic. It is also common to focus wholly on search engine optimization to pursue web traffic. These common mistakes are responsible for the failure of many web sites to reach their potential, as many sources of qualified traffic remain unexplored.
It's not all about Traffic
If you read the Goal Setting Article of this series on Search Engine Optimization & Marketing, you'll remember that web traffic per se is not helpful, but rather qualified traffic that fulfills the mission of a website. Thus you are seeking the right visitors. This also discredits the common metaphor of "driving" web traffic as if driving livestock to a watering hole. Rather, qualified visitors are drawn or enticed, much like a fish to a baited hook. That has profound implications on where your message must be visible.
Sources of Qualified Traffic
Visitors to your website may be found in diverse locations and activities, both on and offline. The following diagram shows a few major sources.
Search Traffic
Your website may be found on search engines such as Yahoo! and Google in two ways: through "natural" search results and paid advertisements.
Natural Search Results (Free)
Visitors to search engines performs searches for key phrases. Based on proprietary criteria, search engines attempt to display the pages that best match the search query. These are called natural search results and web sites are included in these results automatically and for free. That sounds easy. But getting your website to appear within the first few results for searches for your desired keywords is often not always so easy, and may not be attainable within the time frame necessary or with available resources. There is a lot to say about search engine optimization and we'll revisit the topic in future issues.
Paid Search Advertising (Paid)
Ever searched on Google and noticed the "Sponsored Results" that appear along the right-hand column? Those are "Pay-Per-Click" advertisements, where advertisers bid over the cost charged each time a visitor clicks on an ad and is directed to a website. Paid search advertising proves very successful for some advertisers, while unprofitable for others. This depends on your industry and should be duly investigated.
Paid Search, or Pay-Per-Click advertising is the topic of future issues.
Search Directories (Paid and Free)
Another method of locating is to browse online directories. Many web portals have organized web sites into categories. Some such as the Yahoo! Directory (http://dir.yahoo.com/) are extensive and contain resources across a broad range of topics. Others are highly specific and serve specific industries or interest groups. Qualified web traffic generated by web directories can be great. Many are free and others, such as the Yahoo! Directory, charge inclusion fees.
Non-Search Traffic (both paid and free)
Leaving search behind, there are a variety of traffic generation avenues that may be explored.
Paid Advertising (Non Search/Pay-Per-Click)
There are diverse options for paid advertising outside the context of search, including email marketing, in-content ads, banner advertising, etc. There is no lack of people willing to take your money and deliver your message. Many such opportunities are frankly a waste of money, but hidden gold mines do exist. This depends on your industry. Start with your competition. How and where are they advertising?
Industry Related Links (Paid, Free, and Link Trades)
Industry-Related Links is another broad category, referring to industry-related websites that linking to your website. Many industries are served by a handful of key websites that are viewed as authorities and trusted sources of information. Such websites are called "hubs" and act as mini-portals for industry-related traffic. Your message on these sites, whether obtained freely or purchased, will prove very fruitful in drawing highly qualified traffic to your site. Traffic and conversions (business!) from industry-related website commonly outstrips that from search engines. Discover the hubs for your industry. Be present on them.
Affiliate Marketing
In recent years the practice of providing incentives for online business referrals has become increasingly popular, and is both appropriate and effective within some industries. Commonly, the "affiliate" adds a tracking code to traffic referred to your website. When a purchase is made, the affiliate referrer receives a commission. Such incentive programs are naturally suited to e-commerce but may be appropriate for other forms of transactions. The great benefit is that your web presence is multiplied across the web properties of the affiliates, at minimal cost and effort.
The buzz of "Web 2.0" was essentially excitement over a group of recent web technologies that increase information sharing and presentation across web sites. One of these is the ability to insert 3rd party content into a web page and have that content update automatically, always displaying the latest information. This can be done with news feeds, blogs, traffic reports, you name it. If your website produces content that adds value to the audiences of other web sites, than syndicated content is a great way to increase online visibility. The most common form of content syndication is via RSS feed, and your tech guy can set it up.
Web Forums & Blogs
Industry hubs often have web forums and blogs that allow viewer participation. While considered bad form to blatantly tout one's wares in such an environment, constructive participation can build trust and draw business to your site.
Offline Leads
Don't write off the power of traditional (i.e. pre-1994) marketing avenues to increase online business. You know, print media, broadcast media, those things. I spend half of my waking hours on the web and have seen more advertisements than I'll ever be able to remember. But I'll never forget the enormous roadside Amazon.com billboard reading "World's Largest Bookstore" above a seemingly endless sea of books. It builds mindshare. It builds credibility. Different mediums (and different dimensions!) make different impressions. Explore all options.
Pick Your Battles
Failing to optimize your web content and follow optimization best-practice guidelines will result in a underperforming web site. It is important to understand that Google is not the Alpha and Omega of web traffic. Greater ROIs may be found through other traffic generation methods. Which is most effective for your business depends on your industry, your particular business, and of course the implementation of your chosen strategies.
Sign up to the mailing list to receive the next installment of the Embarc Expert Forum Series on Search Engine Optimization & Marketing. We will explore the benefits and drawbacks of Natural vs. Paid search.
