In general there are two free sources of traffic online. These sources are broadly defined as Social traffic and Search Engine traffic. 99% of all newcomers online set up a blog or website and proceed to try and obtain social traffic. They do this simply because everyone else does it.
Social traffic consists of using social networks like Stumbleupon, Digg, Reddit, Entrecard, Forums and hundreds of other services that allow you to sign up and promote your site on them. These services are the backbone of what is known as Web 2.0 and has evolved into a newer version centered around Facebook, MySpace and the current craze - Twitter.
The general idea is to get out there and make friends online using these networks, draw them in to your site, wow them with your content and wait for the links to come pouring in from your adoring fans. As the links increase your traffic increases as more and more people find your site and in turn tell more people through the use of more links and one day you will become famous just like Darren Rowse of Problogger or failing personal fame you may still develop a hugely popular site like Engadget or the Huffington Post.
There is a certain appeal to all this - becoming popular has many advantages aside from the most obvious monetary considerations. Many people blog because they have something to say and just want an outlet for their views. Others dream of being a writer and use the net to publish their stories. Get your work out there and get discovered. Musicians and filmmakers use the net in the same way. Whatever your reason for starting a blog or website there will come a day when you say to yourself, “what is the point if no one is reading or watching or listening to my creative output?”
It is at that point that you will begin your quest to find traffic and invariably you will turn to the social networks. You will discover quite quickly that you can get social traffic fairly easily using Stumbleupon or even easier using Entrecard. Twitter might be the easiest of all. You will join forums and work at becoming an “authority” in your niche. You will make friends. They will send links. All will be wonderful… for a while.
Six months to a year down the road two things will happen - it always happens and it happens whether you have achieved a large readership or not. You wake up one day and realize that you are working like a dog and there is little to no benefit from all that work. Driving social traffic is a constant grind. If you stop posting, twittering, digging, stumbling, dropping entrecards, leaving comments on other blogs or any of the other daily chores needed to keep your name out there the traffic dries up. Moreover your health deteriorates and your friends and family are neglected as you spend hours and hours sitting in front of your computer single mindedly developing your brand. Even if you have managed to develope a few thousand RSS subscribers - something most beginners think of as a successful blogger - you will still ask yourself “is all this work worth it?”
Why? Because at some point everyone wants to be compensated for all that work. You may say now that you are just doing it because you like to “write” or you just need an outlet to release your opinions and I believe you. The problem is that you will not be satisfied just writing or opinionating if no one is reading your output. You will get sucked into the social traffic cycle and find out that it is work. And when you work that hard you will eventually want a monetary reward for it - in one form or another. Having 10,000 readers coming and reading just wont cut it if a book deal doesn’t materialize. Or you can’t make money from advertisers. Or JV (joint venture) offers don’t show up. No matter what your reason for blogging at some point you are going to want a reward for it and the more work you put into it the more return on time invested will be expected.
And that is the problem - you wont get a return from social traffic. They don’t spend money - they don’t click ads and the advertisers are no longer supplying inventory to social sites as that fact has become known. Today.com claims 10 million page views a month. That is fairly significant traffic. So why don’t we see the big advertisers on this site? Where are the finance/credit/bank advertisements? The auto company ads? The big brand names? What we see are ads for dating sites. And Adsense.
The advertisers are not coming to this domain in spite of the traffic. Today.com has had to find a means to monetize this site using affiliate marketing platforms which they are currently rolling out. Adsense does not perform well as the sub-domains are not targeted for premium CPC (cost per click) and are smart priced. They get pennies per click from adsense and the CTR is dismal at best. Today.com is a successful domain based on traffic but like many others online they have found out that all traffic is not equal. The majority of this domains traffic comes from social networks and social traffic does not convert well - meaning they can’t make much profit from it.
If you are reading this then chances are you have a site yourself and you spend a fair amount of time reading blogs and surfing the net. You are social traffic. When was the last time you bought something on a friends site? Or clicked on an Ad? You don’t do it often if at all and neither do all the other social bloggers and social network users. You are here to read. You are online looking for information and not looking to buy something.
Search engine traffic is quite different. Most people use the search engines - Google by far - when they need to find something. You don’t go to Today.com when you want tickets to a Broadway musical or are looking for a hotel in New York. You use Google. You have a purpose in mind and that usually entails buying something or at the least you need specific information about a specific thing. Search traffic is targeted and whether you are trying to make money online or just want readers, search traffic is the traffic you want because it consists of people looking specifically for what you are offering.
If you have a humor blog for no other reason than just to entertain then why not target people looking for humor blogs? The easiest way to do that is to rank number 1 in Google for the term “humor blog”. On average 2400 people a month will find your site. If you rank for more related keywords like “humorous photos”, “Humor writer”, “humor”, “funny pics”, “funny stories” etc then you will eventually have thousands of daily visitors to your site. And this is the best part - you can post when you want or not at all and the same traffic will show up every day. Moreover you will never have to spend 1 minute commenting on other blogs or stumbling or dropping entrecards or doing any of the other chores involved in social marketing. And the icing on the cake - your search traffic will click your ads. They will read your humorous post and because they found you while searching for humor they are likely going to click on those ads that point them to other humorous sites. They don’t care if they make you money or not - they are not bloggers. They are civilians looking for something and will click anything that leads them to their goal.
The process for obtaining search traffic is actually very simple but it does take work and most of all patience. It can also be done in conjunction with social traffic. The problem is 99% of bloggers only chase social traffic and completely shut the door on search traffic right from the get go. This doesn’t have to be and I will show you how to optimize for the search engines using some basic SEO techniques that will pay off hugely by the time you wane on social traffic. You can use social networks for immediate traffic while building your site for long term search traffic. If you don’t achieve search traffic then you will eventually burn out and all the social traffic in the world will not change that fact.
SEO Basics that must be used in order to drive search traffic to your blog are as follows;
You must use your keyword in your URL.
You must use your keyword in your Blog Title.
You must use your keywords in your Post Titles.
You must use your keywords and related terms in your post content.
You will get the best search results by only posting one post per page unless all your posts are related to the same keywords.
If using Adsense then always stick to one post per page.
If using photos then your keywords should be used in the alt tags.
You must use html for the bulk of your pages content. (plain old text)
These simple little steps are all you need to do to optimize your site for the search engines. You will get indexed for your keywords and ranked well. How high you get ranked depends on the competition. If there is little competition you could achieve top ranking doing little else. (Many of you experience some Google traffic for long tail keywords. This is because you used a term in your content that has little competition and Google found your site when someone searched for that term - unfortunately these terms don’t often provide much traffic) If there is a lot of competition then you will need backlinks pointing to your site using your keyword in the anchored text of the link pointing to you. That is all that is required to dominate any keyword online. Simple yes. In practice the hard part will be obtaining all the anchored backlinks needed to dominate a competitive keyword but following my on-site advice will make this task much easier - especially if you use social networks.
Now let me demonstrate what I am talking about.
I mentioned “humor” a few paragraphs ago as a lead in for my example site. But first a pre-amble to fill you in.
It seems I ruffled a few feathers in a post on my main site a few weeks ago. I mentioned that the bloggers on Today.com were beginners and the reason was to point out that most of the bloggers on here are following a failed strategy. They are almost without exception chasing social traffic and will eventually quit blogging for all the reasons I mentioned above. They will work their butts off making a few dollars a day and burn out. Most will not even do the social chasing and will quit long before they make a few dollars a day. This isn’t any different here or with beginners who start a self hosted blog or use free domains like Blogger that can be fully monetized. The fact is most of the people blogging today will not be blogging in six months. They give it a go, fail to attract readers, fail to attract money or both and quit. I have seen this cycle for years and anyone that has lasted as long as a year knows this is true. We see it time and again. Very few people actually do the work - the majority of my readers have been reading my blogs for a year or two and still haven’t built a site. It is what it is.
I highlighted one blogger in particular in my post - not to bash her - but because she is one of the few on Today that has the work ethic to succeed. She has a “humorous Photo ” blog and drives the most traffic to her site of all the Today bloggers. She does it using social traffic and works her tail off to do it. She is the type of person who could succeed online with a little SEO knowledge. It is unfortunate that her reaction was quite negative.
Note: The screenshot of Melissa’s post on the forum has been removed as it was inappropriate of me to show it - the forum is private and hence the comments made are as well. - Griz
Tact is not my strong suit and those who know me have seen this kind of reaction before. The thing is you also know I am going to show Melissa how she can improve her traffic stats whether she wants to listen or not. Her site is the perfect example of what not to do in regards to search traffic and by illustrating the mistakes it will become clear to both her and others how some simple tweaks could make a huge difference in her long term success. If it’s any consolation to Melissa she should know I only “pick on” bloggers who have the talent to succeed - there is no point in highlighting those that don’t.
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