When it comes to your local business website you can get tons of hits, but if those hits aren’t coming from your target market you will struggle to attract new customers. How can you get more targeted traffic?
Use website analytics
You need to understand your current traffic, the people who are already visiting your site.
Google Analytics and Google Webmaster Tools are two tools which will help you gain insights into your most/least popular pages and blog posts, the social media platforms that are providing the most referrals to your site, which words your site users are searching for on your site and your relative ranking of specific search queries.
- Review search queries in Webmaster Tools (under “Search Traffic” in the menu on the left side of the page) to see the words and phrases you’re ranking for. Are you surprised at which words are not listed?
- Once you have looked at your data, you can start to look for opportunities to focus on different keywords and phrases based on your specific target audience.
- These tools are free and are a must have for any small business website.
What do your customers think?
It may sound obvious, but it’s the key to generating more targeted traffic. Who are they? Where are they located? What questions do they want answered? What types of information and content are they looking for?
Start by identifying 5-7 topics you think are most relevant to your target audience and then make sure you’re addressing those questions on your site.
Incorporate keywords and phrases into your pages and blog posts. If you’re in a highly competitive space, think about longer phrases 3 to 5 words (ex. accounting services for small business) versus trying to generate targeted traffic around a specific keyword (ex. accountant). You can use Google’s Keyword Tool to look for some of these longer phrase keywords.
Just don’t overdo it. If you try to over-optimize your content, incorporating the same phrases over and over again, you’ll get dinged by search engines. Instead, keep in mind the words and phrases you want to be known for and look for opportunities to incorporate them into your content naturally.
Generating more targeted traffic requires having the right strategy in place. Start by assessing who is already coming to your site and why and then use those insights to drive your content and messaging going forward.
If you need help with your website strategy contact us. We are here to help your business succeed online.