We have compiled a definitive (but condensed) overview of all traffic sources to your website.
In doing so, we were surprised at how we could segment it into two distinct categories. Take a look now:
As you can see the from the diagram, the bottom half shown in blue all have ulterior motives to driving traffic. For example, an advertisement – be it in the newspaper or billboard or whatever (usually) intends to sell a product or service directly. As a by-product of that, it will drive traffic back to the website as people want to find out more about it first. In essence it is not content (like interesting articles, blogs and so on) that brings the visitor to the site.
Yet so many people rely on these forms of promotions, and wonder why their website gets very low traffic.
Then take a look at the top section in orange, all of these sources intend to drive traffic to your site directly so that once on your site they will engage in some way. The difference between the two is that this section is focused on content. It is the great content that people are drawn to and come to your site for.
You could argue that in fact everything could be fuelled by promoting content, and similarly that they can all be used without great content, but let’s not be pedantic here. It is clear to see that from the sources in orange higher traffic is much more highly expected with good content as a driver. For example, if you send out an email newsletter with a link back to your site, people won’t click. However is you send them a link to an interesting blog, then they are much more likely to click and go to your site to read it. At this point then you have a reader who may like what you do and spread the word about you, they may continue to browse your site and find something they want to buy, they may share the blog on social media and raise your awareness, they may opt-in for something, and also they could also trigger a remarketing pixel!
Remember people love to buy, but hate to be sold to.
Facebook is also getting in on this trend too, they want to provide their users with more relevant content and are making it much harder day after day to just simply sell on there, they want you to promote good content instead.
So what we see here is that content is the key to traffic, as the old phrase goes ‘content is king’. This may not come as a surprise to you but when put in a diagram like this, it really does highlight the importance of content – and good content at that!
Basically if you aren’t producing quality content, then you can never expect to get the traffic you deserve.
ACTION: Reassess your content strategy, what traffic streams would be ideal for you?