There are webmasters and online business owners who seek to get better rankings keywords that they are trying to target for their website and their aim is to get more organic (qualified) traffic that can easily convert in to leads and sales for the business.
There is no harm in it but the problem arises when they invest all of their money on SEO and traffic coming from search engine, becomes your primary source to bring qualified traffic in!
Why Search Engine traffic should not be your only source of traffic?
After talking to few people about Google, I kind of figured out that people have a more or less wrong concept about what Google is! Google is after all a business and like any other business present on the earth, they need profits too and in order to improve their profits, they tend to test and implement different ideas.
Their major concerns are happy searchers and not happy businesses so they will implement any change that will help Google earn more profits and happy searchers no matter if it kills SMBs overnight.
They have done this quite a few times before with Panda update later with Penguin and Hummingbird. They are not going to stop and are making it more and more difficult for webmasters to get stabled position in SERPs.
In Mark’s article there is a heading that is important for every webmasters and even SMB owners that is:
If Google Can Serve the Query Better than You, They Will
It doesn’t mean that you do not have any place in Google SERPs anymore but if your content is something that Google can serve well then they will probably prefer them over you!
Why in the world, I will click to any link when I can get all the information without even scrolling down the page and this is exactly what Google is up to!
Search Engine is dead?
I hate this but whenever we come up in a situation where there are less or no alternates available we end up saying “*** is dead!” Can you recall what happened when first article on SEO is dead was published? Till now there are about 82,300,000 results available in Google and according to different reports demands of SEO is increasing every year.
No, Search Engines are not dead but there is less space for you especially if you are in very competitive industries like entertainment, real estate, technology, sports and more.
What to do now?
As search engine is so unpredictable. So in order to stay away from any big loss the idea is to find and work on alternate channels and use multiple different inbound marketing channels to bring in qualified traffic to the website.
So, if we kick SEO out of the list we are still left with tons of different online marketing channels that include content marketing, online videos, News & PR, Podcasting, Social Media, Infographics, Blogging and much more.
Remember there are multiple things you were already using to boost up your SERP rankings that might include blogging, social media, QnA and more but remember when you are using them to bring quality traffic from alternate sources you have to keep few things in mind.
You are putting your efforts to bring qualified traffic in so do this to attract human and not links.
Do not expect quality traffic without investing quality time on your efforts.
With reference to blogging and content marketing, try to pick up the problems that people are facing and provide actionable solutions to it.
Be REAL and active on Social Media to drive not only traffic but build a positive name of your brand among the targeted audience.
What Other Marketing Channels can drive quality traffic?
In short, ALL of them, but it always varies from industry to industry plus how much quality time you are spending on each channel you are targeting. In my opinion selecting all the alternate channels at once will not be a very good idea but if you select a few and offer quality the results can be amazing for you!
Here are the few channels that I use for my own website:
I am very much obsessed with this channel because this not only helps you attract your targeted audience but if you are good at it, this is one of the easiest way to gather a community around your brand and get multiple benefits from it.
I blog on my own website as well as on other giant internet marketing blogs, if you click on the contributor section on the side bar it will take you to a page where few of my guest post links are available.
Does Blogging offer me traffic and conversions? This is the first question you should ask me and in answer to that I will give you a little insight of my analytics.
This is the quick insight of top 10 sources from where I got most of my conversions. I have multiple goals set in my analytics including “Thank you page” and this includes everything!
Not every blog that you are going to target is going to give you traffic and conversions but few of them will be powerful enough to pass qualified traffic and conversions for the business.
Social Media is another inbound marketing channel that one should use in order to open the doors for qualified traffic that can possibly convert in to leads and business.
There are multiple different social media platforms available today but again my advice will be to restrict you up to few platforms and build an active fan base. Try to do the research and see where your targeted audience is present.
In our case Twitter is number one, facebook is number two and now Google+ is rapidly growing for digital marketers.
I am a twitter activist and use this purely for my professional connections where as facebook is for personal and local community and though Google plus I get a chance to talk to the large audience who are somehow or exactly related to digital marketing.
My major job at social media is to help others and get helped, plus leave a positive impression on others! Here are the stats of how much conversions I receive from the following social media platforms.
Here is the analytics snapshot that shows the traffic that setalks.com receives from social networks
Out of the top 10 traffic chart, 5 of them are coming from social media websites (I will count reddit as social media platform too).
This is very powerful channel but choosing the right website and investing hours of time regularly is almost necessary or else you might not get what you are actually looking for!
When it comes to QnA, answering the questions and solving their problems is not enough but you have to be on the top of the list or else people might forget you.
As I am in the digital marketing industry, Moz.com QnA is considered to be the powerful medium as there are real people asking questions and professionals helping them solve their problems.
If you see the top 10 chart at Moz.com, I rank at no. 8 and other then comments and posts I write for moz.com, I am equally active on QnA as well. Till now I have 149 Good Answers and 14 endorsed by the Moz.com staff.
This is equally helpful in generating leads and I have quite a few clients who came from Moz.com’s QnA section asking me for some SEO and blogging help.
Word of Mouth
You don’t really have to do anything special for it, but just keep working smart and this will come along. Word of Mouth might send a very small amount of traffic but the conversion rate is very high.
Word of Mouth from other peers and professionals within the industry is as important as testimonials from the successful clients. At one end this leaves a positive impression on other professionals within the niche and helps you increase your rate of response on outreaching while on the other hand, this help clients make positive decision in your favor.
I have an author page on my website, where I have added the feedbacks of other professionals about me!
As recommended, I personally do not use all the alternative inbound marketing channels to bring in qualified traffic nor I stop search engine to send me traffic but today, search engine is not the only source of traffic for my website.
Best Part, You pick the alternative marketing channels wisely and work hard to deliver quality to your audience and this will automatically help you get better placements in SERPs too.
If you are planning to invest on alternative channels, the pro tip is to do the industry research and see what channels offer a better conversion rate.
At SEtalks, we convince search engines to talk about our client’s businesses. Via our upbeat strategies and innovative techniques, we strengthen the online presence for businesses. We work on the motto “We win only when our clients do.”