Driving traffic to a website is the goal of SEO, but sometimes getting more traffic may not always be good for business. Canadian content marketing experts agree that sites who have a lot of traffic may not always be the most profitable.
Quality visits to your site are ultimately what you are looking for. Yes, the job of SEO is to drive traffic to your site, but what people often don’t know is that the quality of traffic means just as much, if not more, than the quantity.
Google can tell how long someone stays on your site and this counts towards your ranking. If people are visiting your site and clicking off quickly because the page does not match what they were looking for, this tells Google that your site does not match the user’s intent.
Google’s algorithm is constantly improving to show the results that best match a user’s query, so if it finds that people are leaving your site quickly, it will downgrade its ranking.
When thinking about what makes a user stay longer on a site, having a content strategy is key. If content marketing is the journey toward brand success, content strategy is the blueprint that directs it. If you don’t have a well-thought-out content strategy or are publishing poorly written content, visitors to your site are not likely to stick around.
The design of your site also matters when it comes to keeping visitors on your site. If you have a site that loads at the rate of a tortoise, or it is not mobile-friendly people will click off in a hurry.
This year Google will be launching the Page Experience update that will better measure how well each webpage serves the needs of organic search visitors. So, if it records high volume to a site, but small times spent on the site, it will negatively impact SEO and will drop a site’s ranking.
Return on Investment
These points pose a classic debate between which is more important, more organic traffic, or more organic conversions. While many different points that can be made for both sides of the question, at the end of the day, businesses should be more concerned about their return on investment. Think of it this way, it would be better to attract 100,000 visitors to a site and have 50% of them convert, rather than 200,000 visitors and only 25% of them convert.
There is more to SEO than just merely garnering more traffic. If that traffic doesn’t generate sales, then what is the point!? At the end of the day, ROI is the main goal.
Paying close attention to traffic sources in Google Analytics is crucial to know where your visitors are coming from. Some people experience false hope when they see an increase in traffic, only to find out that these visits were not even from humans. It is estimated that 37% of all website activity is created by spambots. This type of traffic to your site is generally illegitimate that is sent to a site that can skew and inflate traffic data.
By understanding where your visitors are coming from and offering quality content, you will be able to keep people on your site longer, and hopefully see a higher conversion rate. By working with content marketing services Canada specialists at Unwired Web Solutions we can help to make sure your site is obtaining quality visitors.
Contact us today to learn how we can help with conversions on your website and ensure quality visits.