Web traffic—the number of visitors that make use of your website on a daily basis—is obviously desirable for any kind of site. Whether you sell a product or service, monetize your site with ads or simply want exposure, your results will improve in direct proportion to your Web traffic. (The more eyeballs on your site, the more opportunities for website conversion.)
Search marketing, which is a means of increasing your site's visibility through search engines and includes both search engine optimization (SEO) and pay-per-click (PPC) marketing, is one of the most basic ways to generate more Web traffic. In fact, most websites will suffer performance problems if they don't exercise some introductory SEO or PPC at a minimum. For sustained high Web traffic and long-term growth and success, more strategic search marketing efforts will be necessary. (You should also devote some time and energy to social media optimization, or SMO, which is quickly growing in importance as a source of Web traffic.)
WordStream is your do-it-all SEO and PPC tool—kind of the Swiss army knife of search marketing solutions. As an integrated, actionable platform, it can make a huge difference in the way you carry out PPC and SEO and how you analyze SEO and AdWords web traffic. And while helping you increase Web traffic, it's saving you money and time.
Leverage Web Analytics to Increase Web Traffic
Before you do any search marketing in earnest, it's a good idea to get some kind of Web analytics application in place so you can analyze your Web traffic. This will allow you to make informed, data-driven decisions for SEO and PPC campaigns. After all, you need to see how your site is currently performing before you start randomly making changes.
The problem with most analytics apps? They're not actionable. They might tell you which parts of your site are attracting traffic and which areas need work, but they don't allow you to act on that information to enact results. You're much less likely to correct a weakness if the necessary action isn't clear or is siloed off in anther application.
WordStream's Web traffic analytics platform closes the gap between information and action. It goes beyond a simple dashboard, enabling you to patch search marketing holes as you find them.
For example, you can segment your keywords into groups and subgroups (a very important step in optimizing your website and PPC campaigns), create targeted Web copy around your keywords, convert keyword groups into ad groups, write and publish PPC ads and more—all in the span of a few clicks and without leaving your Web/ keyword analytics interface.
Let SEO-Driven Web Traffic Inform PPC and Vice Versa
Just as your Web analytics dashboard and your search marketing workbench shouldn't be siloed, nor should organic optimization efforts be disconnected from pay-per-click marketing. These two areas definitely have their differences, but they also have a lot of overlap and can be leveraged for mutual benefit.
Using WordStream for search marketing management encourages this information sharing, since you can address both SEO and PPC processes with one powerful tool. Your PPC campaigns can help you drive Web traffic through organic SEO in the following ways:
- Keyword research: PPC is a fast, easy way to test the efficacy of keywords. You don't have to wait around for new pages to index and gain authority before you know if those keywords are good for you. If certain ad groups are driving Web traffic and conversions, use those same keywords on your Web pages to garner organic Web traffic.
- Information architecture: Grouping keywords for ad groups creates a natural, branching hierarchy that you can also translate into a user-friendly site architecture. Search engines and search engine users alike give preference to logically organized, navigable websites, so this is good for increasing Web traffic.
- Page structure and meta tags: WordStream's PPC tools can be used to generate keyword-rich titles, URLs, meta descriptions, meta keywords and other elements that improve on-page SEO.
Some people think of SEO as a way to get "free" Web traffic. In reality, SEO isn't free. It takes a lot of time and effort to optimize a website, and most people find that it's a full-time job (or else a job for an outside consultant). Nonetheless, SEO is a low-cost and scalable way to attract website traffic.
What's more, analyzing your organic search engine traffic can improve your pay-per-click results. For example, if you have pages on your site that pull in high organic Web traffic, direct PPC ads to those same URLs. Appearing in both the natural and sponsored links on a search engine results page increases exposure and brand trust. You can also monetize high-traffic pages with PPC affiliate marketing campaigns (such as Amazon or Google ads).
If you're looking for cost-effective ways to increase, analyze and track keyword traffic and Web traffic, look no further than WordStream's complete search marketing solution.
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