How to Generate Targeted Web Traffic That Converts

It’s not all just about acquiring more traffic. The key to driving effective traffic to a site is the targeting. Driving users who are the right demographic or in the right frame of mind to convert is often more effective than simply striving for a greater overall volume of visits. A small increase in conversion rate for the same volume of visits is very often more profitable and less resource heavy than a quantities approach.All in all, driving more targeted traffic is an intelligent approach to traffic generation vs simply looking at this target in terms of volume. Your online business will perform better as a result of receiving more targeted traffic, there’s no two ways about it. Here are 3 ways you can start to drive more targeted web traffic to your site.

1. Focus on niches and longtail keywords in paid search

Modern day paid search is a tough and highly competitive landscape in which the big boys have all but entirely monopolised most of the big generic keyword choices in any given industry. Investing in the longer tail, more specific keyword groups will offer considerably less overall volume potential but can prove to be more cost-efficient due to the likelihood of a higher rate of conversion and the ability to offer a more direct user experience.

Yes, you’re sacrificing the potential of big traffic but while doing this you should also be saving yourself a hefty chunk of budget as well. The key to successful modern day paid search keyword selection is finding highly relevant terms and making an impact on those keywords in line with a strong conversion rate from the traffic they generate. This requires intelligent upfront selection, an understanding of your audience and keeping a close eye on rate of conversion by keyword on an ongoing basis.

Tip: Long tail keywords attract more targeted traffic but also allow you to select ideal landing pages for the searched term and the user’s overall benefit. This shortens the click path between arriving at the site and finding what it is the user is looking for. As an example, when looking at specific product keywords, direct the user to the most relevant product page, don’t make them browse if you don’t need to.

2. Create unique and engaging website content

This should be a no brainer but to truly add value for your audience you need to be able to provide unique and exciting content that resonates with them. Don’t follow the crowd, create a unique spin on news and trends in your industry while creating some of your own. If you don’t stand out, then your audience has no real reason to choose you over a competitor.

Social media is a huge discovery tool for users to find new brands and engage with them. Yet so many brands post without enough thought and strategy behind their messaging. Write compelling short blogs or create infographics so that when you post you have more than just products to use to bait users on to your site for the first time.

Content like this is also a huge advantage when it comes to your SEO advancements. Unique content ideally backed up with user interaction like a blog with comments or product review pages add to the site’s overall content, keyword count and authority. All factors which will help improve your rankings in organic search but also boost conversions from new users.

3. Use niche social media targeting options

Social media has become one of the ripest sources for generating targeted traffic. Not only is social media advertising audience targeting an extremely powerful tool for fine tuning your advertising exposure to the right people, but it’s also one of the top platforms for content discovery.

With the huge amount of demographic and behavioural data captured by social media platforms including the likes of Facebook and Instagram, they allow for some very granular targeting options when it comes to your advertising. Many small and new comer brands have made a big impact with minimal spend by having a very specific audience to target and get their message out to. Gender, relationship status, physical geo location or even likes and associated interests can be used to carve out your perfect audience segment.

Utilise the power of this targeting and ensure you back it up with a message that directly suits the audience you have chosen. If you feel your audience is still too broad, split the larger group into smaller segments by age and gender as a starting point and customise your creative and messaging appropriately to have the best chance of capturing attention on a potentially cluttered platform. Pay attention to your engagement rates and adjust your campaign and creative as you progress.