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WHICH WILL YOU SPEND? TIME OR MONEY?
You want to win that page one placement in the search engines!
• But you don’t have time to wait months or years for the search engines to find your site and move you up in the rankings.
• Or you want to place above the fold for a market niche that three other competitors already seem to have locked up
Perhaps you don’t have the money to invest in advertising.
• But you’re willing to write great content that search engines and people will love.
How do you build traffic without burning through all your cash or your energy?
2 MAIN STRATEGIES FOR BUILDING TRAFFIC
Understanding the two main traffic-building strategies is important because each has distinct advantages and disadvantages that can waste your time and money if not used correctly.
TAKE YOUR PICK
No matter how you look at it, it will take two things to build online traffic for your company:
It will take time and it will take money.
In this lesson, you’ll identify the pros and cons of the main traffic-building strategies so you can choose one that meets your business objectives.
• You’ll review them and decide which internet marketing strategy is the best for you.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll:
- Recognize the pros and cons of paid traffic vs. organic traffic
- Walk through some examples of each traffic building strategy
- And list 3 ways to build organic traffic to your website.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide that gives you “hands-on” training customized to your own business.
WHAT DOES GOOGLE DO?
What do you think Google does?
- Do you think it’s just a company with a great search engine?
Would it surprise you to know that Google is an advertising company?
- They give away your ability to search on the Internet so they can sell advertising, and they’re very masterful at it.
We all love Google and they provide a lot of value to us.
But…what makes Google revenue is pay-per-click advertising.
PAID PLACEMENT MOVES FAST
Let’s start by looking at the features of paid placement such as pay-per-click on search engines like Google.
First of all if you want to be seen at the top of page one, the quickest way is paid placement.
- All it costs is money.
The main advantage of paid traffic is that you can sign up and get visibility above the fold for your keywords very fast.
- This feature is really nice when you’re starting a business and you want to start generating some traffic to your site.
PEOPLE DON’T TRUST ADS
The disadvantages are that it can be expensive and less trusted.
- Just like any other form of advertising, searchers often ignore the paid placement sites shown on the top and side of the page because they know these are ads.
ORGANIC IS MORE TRUSTED
In contrast, “organic” or “natural” search results are generally more trusted by searchers.
- This is because people view the organic ranking as a “seal of approval” that the site has relevant content about the search terms they entered.
- The downside of organic traffic is that it can be really slow.
You can spend six months to a year or even longer to rank on certain keywords, and on competitive keywords you may never get there.
ORGANIC IS HARDER TO DO
It’s also more complicated to build traffic organically.
- It’s not like paid placement, where you just give them some money and now you’re above the fold.
Ranking organically requires a lot of effort with both search engine optimization and forms of content marketing such as e-books, blogs, social networking, and YouTube.
EXAMPLE OF PAY-PER-CLICK
Let’s walk through some examples of how paid placement and organic traffic building techniques work.
We’ll start with an example of pay-per-click.
MAKE AN IMPRESSION
As the name “pay-per-click” implies, you only pay the search engine when someone clicks on your ad and goes to your site.
- For example, Google will determine a specific keyword term is worth say…“one dollar” every time someone clicks on a site.
Google can show your ad or someone else’s ad when the specific keywords are entered by a searcher.
- Each time your ad shows up it is called an impression.
This simply means that your ad was visible when the search terms were entered.
The number of impressions is how many times your site ad was displayed for a searcher.
EXAMPLE: DENVER REAL ESTATE
Let’s say I type in the search terms “Denver Real Estate” and my ad comes up.
- That’s an impression.
I type in “Denver Real Estate” again and here comes the ad.
- That’s the second impression.
Right now it hasn’t cost me anything.
- But when someone clicks on the link to my website, that’s when I start paying.
So let’s say…for that keyword term, the cost per click is one dollar.
Every time someone sees my ad and clicks through to my website, I pay Google $1.
PAY-TO-PLAY OR PAY-TO-CLICK
The benefit of using pay-per-click over standard advertising is that you only pay Google when someone clicks and goes to your site.
In traditional advertising, you pay to play.
- You pay to have an in the local newspaper, or you pay to have an ad in the phone book.
- You pay regardless of whether anybody looks at it or does anything with it.
WATCH OUT FOR SHOCK AND AWE
If you use pay-per-click advertising, remember to set limits on how much you want to spend.
- If you don’t set this up before your ad starts running, you may be very shocked at how fast you can run up a huge bill.
Google makes it very easy to say “I don’t want to spend more than $100 a day, or $100 a month” when you start your ad campaign.
MEASURE YOUR RESULTS
It’s also important to measure the results of your pay-per-click campaign.
- How many sales are you really getting?
Remember, just because people click through to your site doesn’t mean they purchase things.
So if you do an ad to get people to your site, but then turn off your visitors by being misleading or doing other conversion-killing things once they get to your site, you could be wasting money.
Next, the main strategy for building organic traffic is creating valuable content that Google sees and people like.
This includes three primary areas:
- Effective use of keywords in web pages and content
- Creating lots of valuable and searchable content such as blogs.
- And link-building with quality influencers who know your perfect customers and are willing to grow a relationship with your company and website.
These are all important to increasing your organic traffic levels
TAKE A COMBINATION APPROACH
Finally, your traffic building methods do not need to be exclusive.
- Some people focus on paid traffic;
- Some people focus on organic traffic.
- And some people use a combination approach.
It’s really what you’re comfortable with and what your plans are for your business.
TIME TO GET REAL!
Check out the practice guide for this lesson and spend some time brainstorming what you could do to build traffic to your site both organically and with paid placement.
Determine which methods best fit your budget for both time and money.
- Select a couple techniques to get started with.
You can always expand from there.
Now that you’ve reviewed the two main ways to build traffic and decided which strategy is the best one for you, let’s go deeper into how you can improve your visibility in your geographic area with our next lesson: “Local Search Tips”