Generally blogs attract two types of readers – those who look for specific information by searching for key terms (“organic traffic”) and those who land on a blog by chance (let’s call them “accidental traffic”).
How you position and market your blog is going to have a huge impact on the kind of traffic you attract, and not always for the better. A lot of accidental traffic can lower your rankings in the long run despite an increase in overall internet exposure.
Let’s take a look at some techniques on how to attract the right kind of readers.
Analyze The Sources of Traffic to Your Site
In your blog’s analytic report you will find a number of important indicators. No single one of them is more important than the others. It is how they interact with each other on a day-to-day basis that will tell you the most about how your blog is doing.
For example, take the number of visitors and the page views. This may seem obvious, yet it is surprising how many people will judge their blog’s success by the number of visitors it attracts. While this is no doubt an important measure, looking at the average time and the number of page views per visitor will tell you if your site is attracting quality visitors.
If you have a large number of visitors yet a consistently low number of page views per visitor, you may be getting a lot of “accidental traffic”. To understand what is causing this you may want to analyze the sources of traffic to your site – the top keywords, the number of backlinks leading to your site, etc.
Be Careful How You Spread The Word
Limiting accidental traffic to your site is key if you want to rank well on search engines. The following example may be useful in understanding why.
I recently watched a reality TV series which featured a lady who runs a beauty blog for a living. She claimed to be very successful and boasted making a seven figure income from her site. I was instantly intrigued by her alleged success and checked out her blog.
Her blog had a link to Alexa and encouraged readers to check its enviable ranking and impressive stats, no doubt in a bit to attract more advertisers. Except, the stats were far from impressive.
To summarize what I saw: a very high bounce rate, less than 2 page views per visitor, the key search term that directed traffic to the site was the name of the lady who appeared on the reality TV show.
Bottom line: a lot of the readers were looking up the lady in question and ending up on her blog, but leaving very soon. Although the overall number of visitors was large, the site’s stats were far from enviable and indeed the overall ranking was consistently dropping.
I may be wrong, but it is fair to assume that the lady’s appearance on the TV show was done with a view to boosting rankings. Yet it was having the reverse result. This is why targeted marketing is likely to be far more effective than random marketing.
Targeted Marketing Through The Right Media
My advice is to be careful about how you spread the word about your site. Using social media carefully and introducing your site to the right audience who are likely to be interested in the subject you write about is bound to keep readers coming back. And loyal readers will eventually translate into a better ranking and a much more attractive platform for advertisers.
Facebook, on the other hand, is more of a personal platform and sharing your link there will likely attract more than a few clicks from people who will not return.
Guest posting on similarly themed blogs will get you exposure to the right kind of readers. For more information on how to approach guest posting, please see my previous post
Even if you do not go all the way to write guest posts, thoughtful comments on others’ blogs will get you some exposure as well.
Keep Abreast of Google Developments
Just as keyword stuffing is no longer the way to go, it is important to keep updated on the latest developments of Google and how they rank content.
In the past keywords used at a certain frequency throughout the text were picked up by Google in ranking content. This allowed for certain abusive practices including use of hidden keywords and overuse of keywords (“keyword stuffing”).
Today Google is much more sophisticated and has the sensitivity of a human being in picking out great content. That is why it is important to post good content.
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