No Silver Bullet For Web Traffic

During a digital coaching session, a potential customer and I were discussing different mechanisms she could use to drive traffic to her website and generate interest in her business. She told me that numerous vendors have promised her front-page listing on Google within a matter of days if she chose to do business with them.

This morning, I spoke with an old friend of mine who works in the funeral industry. He told me how he gets a call a week from vendors promising him the same success rate for prices ranging from $500 to $3000 for their services (not the purchase of the Google Adwords).

My response to all of this stuff is that it’s bunk. Sure, if you pay enough money, you can get on the front page of Google. With deep enough pockets, it’s easy. The thing is, what kind of traffic do you want to get? Are you willing to pay a premium for people to visit your site who have no intention of buying from you? Are the traffic numbers so valuable to you that when people go to your site they get absolutely nothing out of it?
Why do this to yourself and your visitors? Why pay for traffic when it is not relevant to the service that you are offering? That’s foolish. Relevant traffic is the key.

My recommendation for driving traffic to your site is this: start with unique, updated and useful content. Make your site so good, so compelling, that people share your message with others. Write your content in such a way that Google’s robots pick up on it naturally. The best traffic is free traffic. Once you have mastered this concept and have a site that is working really well, then start paying for Adwords. At this point, you should have been studying the behavior of the people who come to you without your needing to interrupt them with an ad. You will know what content effectively drives your message and subsequently the right words on which to pay for clicks.

The moral of the story is this: target your marketing to people who will possibly buy from you. Make your products so compelling that they will tell others about you. Understand your customers and speak to them directly. This is an organic, slow-burn process that demands a continuous improvement mindset.

You can’t get good traffic with no effort and little understanding of your visitors. Anyone who tells you otherwise is selling snake oil.

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2 Responses to “No Silver Bullet For Web Traffic”

  1. Jason Rakowski Says:

    Good Layout and design. I like your blog. I just added your RSS feed to my Google News Reader. .

    Jason Rakowski

  2. Josh Says:

    Thanks, Jason! I appreciate the positive feedback.

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