March 11, 2010 by David Kalin
One of the very first things that typically pops into a new website owners mind after putting up a new website is how do I get traffic? The fact of the matter is that this is a question one should ask himself long before the website is even designed, why? Because the best way of gaining traffic to your site means using search engine optimization techniques (SEO). A search engine optimization campaign will help to get your website up high in the search engine rankings where people can find your site. Good search engine optimization actually begins with things like keyword research and proper page structuring and editing, therefore it’s best to actually have your site designed around these factors instead of it being an afterthought and then having to design your SEO campaign around your site (the latter of which can actually end up adding to either your time or your expenses).
While search engine optimization is probably the most sought after method. It’s also the most elusive for many because it takes a huge effort and a fair amount of time (and money if you’re not doing it yourself) before it begins to work. If you’re trying it yourself for the first time you’ll also need some basic skills and knowledge before getting started and a whole lot of time to put a proper plan into action with some trial and error. But whether you do the SEO work yourself or are seeking the help of an SEO services company, the fact remains that it’s still going to be an investment in either your time or money, or both.
Yes, it’s true that over a long period of time it’s cheaper to hire an SEO services company than it is to maintain newspaper ads and most other paid for media advertising. It’s also true that first page listings on some of the more popular search engines can bring you lots of free traffic. What isn’t always true in some cases is the hype surrounding the idea that a single 1st page listing on a search engine will instantly bring hoards of excited shoppers to your website making you an overnight success. This in most cases couldn’t be farther from the truth. So how much traffic will you get and will it all have been worth it?
Depending upon the exact key phrases your website is optimized and listed for you may or may not see a great deal of traffic for it. The more inquiries a particular key phrase gets each month on the search engines the more people will see your listing and click onto your site. Most key phrases you might think would be popular simply aren’t in many cases so it becomes important to research your key phrases before optimizing your site for them.
All too often I receive phone calls from people seeking my help because they are ranked number 1 for a poor key phrase and can’t understand why they aren’t seeing any traffic. They simply haven’t done the research that would have shown a poor level of inquiries for the term they hap hazardously decided on. Another mistake I see being made quite often is that folks tend to narrow their marketing efforts to the search engines only instead of spreading out their efforts on a broader scale.
The best advice I can give is to do your research and choose the key phrases you’ll be optimizing for carefully. Using a balance of both popular and not so popular key phrases is important, especially when you are first starting out because it’ll be awhile before you’re able to get listed for the best phrases so don’t automatically put aside less popular terms because they can help you to get on the map and will slowly help your site to earn value. The key with SEO is to run a well balanced campaign that gives you good overall exposure across the internet in general and not just on the search engines. It’s smarter to pick up small amounts of traffic from many different areas of the web than it is to place all of your eggs in one basket by relying on a single first page listing.
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