Making the decision to set up your own website, whether it be for professional services or for selling your own products; it can be daunting thinking about how to get people to visit your website.
We’re going to be looking at 3 strategies that can help you drive relevant traffic to your website from no cost to a small budget.
Organic SEO Driven Traffic
The best and cheapest way to drive traffic to your online shop or website is through organic SEO. This is the traffic you receive through organic SERP (Search Engine Results Page) results. The higher up the search your organic listings are the better chance you have of bringing in organic traffic and lots of it if you’re on page 1.
The way you do this is through on-page SEO on pages such as your ‘about us’ and ‘product pages’, but the most beneficial way to drive traffic is through SEO driven blog content.
Google and other search engines are continually changing the way they rank content on their results. At the time of writing the best methodology when it comes to writing blogs is a cluster content method.
The basics of this method are that you create a hub of relevant content around one particular topic. These blogs are then interlinked to each other and all connected to one pillar page – much like a parent page. What this strategy does, is tell Google that you want to rank for whatever your topic keyword is, for example, ‘ecommerce’ and then the content linked to your pillar page supports this and shows Google that your content is informative and suggests that your blog is the authority on that particular topic.
This method has helped many businesses improve their organic rankings and therefore drove traffic to their blog. In turn, this creates brand awareness and then can result in an enquiry or sale.
Google Shopping Ads
The next strategy is aimed more towards ecommerce shops rather than service-based online businesses. Google Shopping can have an amazing ROI (Return On Investment), whilst still having a low CPC (Cost Per Click) to advertise your products. The cost is likely to be four or five times less in order to achieve a top-three position.
Google Shopping ads can help you get your products in front of the right audience and be at the top of search results, making your product the obvious choice for online shoppers.
Remember that you will also be competing against your direct competitors with the same or similar products. Which means you either need to undercut their pricing or offer something really unique that they won’t get with your competitors. If you’re new to selling online and have the budget to dedicate to Google Shopping, this strategy can not just help you get sales, but raise your brand awareness and be the beginning of building a loyal customer base.
Lastly, PPC or Pay Per Click advertising – specifically Google Adwords. Another form of advertising on Google but it can be just as lucrative as Google Shopping ads. This type of ad can be used for both professional services and products.
Google Adwords can help you get your listings higher up on page 1 of Google SERP by simply paying for the privilege. There are a few reasons why you might do this as a business.
Firstly, to drive traffic to your website. Having your listing within the top 5 SERP results will pretty much guarantee that you receive traffic to your website from your chosen search term. Secondly, the audience you would be advertising to, are likely to be more targeted and will therefore be more likely to purchase from you.
And lastly, PPC can have an immediate impact on your website’s traffic levels, conversions and brand awareness. Whilst it can be costly, if you have the budget then PPC can be a great strategy to launch your website and get the customers you want.
You can read more about different marketing strategies to drive traffic to your website in our free guide to ecommerce marketing here.