Even more valuable
over-time, is segmented unique visitor traffic further drilled-down to source,
including direct traffic, paid traffic and non-paid traffic or organic search
which can offer preliminary insights toward the effectiveness of return visitor
interest, success of pay-per-click (PPC) placements as well as search-engine
keyword optimization. The relationship event micro-conversions to unique
visitors provides direct marketers with a conversion rate that allows them to
understand the number of unique visitors needed to generate key outcomes like a
purchase, site registration, paper download or RSS feed subscription.
Content remains king
when driving unique visitor traffic. Website content includes the words,
images, video and structure of an entity’s website. Content should be relevant,
timely and perceived as trustworthy and sharable because of author expertise.
While obviously writing articles including headlines, should be geared toward
readers, less obvious is that it should be understandable by search engine algorithm.
(Chris) High quality content is vital for keeping reader attention, improving
brad loyalty, generates prospects and supports high event conversions.
Caloriesecrets.net, a
blog which increased its website unique visitor traffic by 40% over 2 months to
250,000 visits in June 2013 applied several tactics beyond publishing its
high-quality content, which helped the blog reach its desired traffic levels. These
include the following (Chris):
-
Promote content through social media channels shared by existing social circles (followers).
- Follow On-page SEO techniques such as publishing unique content; following headline, image and permanent URL taxonomy rules; maintaining optimal internal page linking and optimizing website speed to Google guidelines.
- Promote direct traffic through developing high user engagement by having a consistent and frequent publishing schedule, provide a visible area for comments and respond promptly to visitor questions or comments.
- Free services and tools provide visitor incentives to come back again.
Upstart Upworthy has become
the fastest-growing media site though an aggressive content marketing model
built on social media sharing through Facebook and Twitter, as shown in the
graph below.
Source: Ellens
At launch, the website landing
page was geared toward sharing site content with friends as well as capturing visitor
email addresses. (Ellens) With subsequent A/B testing of landing page designs
to balance contest social media sharing with on-site content exploration,
Upworthy discovered that overall sharing per session didn’t decline but rather
changed from sharing from the landing page to content discovered later in the
visit. Upworthy’s 53.5 million unique monthly visitor experience suggests the
following (Ellens):
-
Make social sharing the main call-to-action.
- Provide readers with suggested on-site content.
- Always test to find breakthroughs: “We care about testing because, we think we’re clever and all, but whenever we think we know what’s going to win a test, we’re almost always wrong.” Peter Koechley
Sources
Chris, Alex (28 August 2013) How to build a successful blog
with more than 250,000 unique visits per month (case study) ReliableSoft.net
[website] Retrieved from https://www.reliablesoft.net/how-to-build-a-successful-blog-with-more-than-250000-unique-visits-per-month-case-study/
Ellens, Jeremy (25 March 2014) Upworthy's 53.5M Unique
Monthly Visitors Content Marketing Case Study. Yazmo Insights. [Website]
Retrieved from http://www.yazamoinsights.com/optimization/upworthy-content-marketing-case-study
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