When creating your website, you probably said to yourself “phew, that’s it”! Indeed, there is something to breathe (a little): it is a crucial step for your business. However, visits are struggling to take off. So a question arises: how to increase traffic to your website?
It is a necessity, because, without visibility, you will not be able to achieve your turnover objectives. It is therefore urgent to attract visitors to your website.
For this, there are several paid digital marketing levers. However, this is problematic when launching a new activity. We generally have little advertising budget to invest, even if it is a highly strategic item. This is why we rather seek to increase the traffic of its site for free.
If this is your case, rest assured: this does not make your strategy less effective, quite the contrary.
Let’s find out together how to attract more visitors to your website. Keep in mind that we especially want to convert them into customers. It’s not just about increasing your site’s traffic: we’re aiming to improve your sales over the long term.
How to measure the traffic of your website?
Before trying to increase traffic to your website, you must first know how to measure it. Quantitative data allows you to develop the most suitable traffic increase strategy.
To measure the traffic of its website, it is necessary to analyze key performance indicators (KPIs), such as:
- The total number of visits,
- The number of unique visitors,
- The average duration of visit (to judge the attractiveness of your site),
- The most visited pages (if we want to know which are the most effective),
- The bounce rate: this is the percentage of visitors who arrive on a page without visiting others; it must therefore be as low as possible.
- The conversion rate: also called conversion rate, it corresponds to the percentage of visitors who have carried out an action (compared to the total number of visitors).
If you use Google Analytics, you can easily find all these KPIs. You can also entrust this work to experts in web analysis. At Axiom Marketing, we take care of studying all the data on your website to define appropriate recommendations.
Increase traffic to your site: quantity VS. quality
If the number of visits to your website is important, it should not overshadow the quality of traffic. You could attract 10,000 leads and make just one sale. On the other hand, you could have “only” 1,000 visitors, but make 100 sales. So, if the goal is conversion, the quality of a site’s traffic should take precedence over its volume.
While a low conversion rate is normal when starting a business, it shouldn’t be a constant. An abnormally low conversion rate can be explained by:
- A problem on your website: quality of navigation, menu structure, lack of responsive design… If you are not aiming for an optimal user experience, you cannot retain your visitors and, even more so, convert them.
- A lack of visibility: one of the first objectives in the creation of a website is to be visible. It is therefore essential to bet on several sources of traffic acquisition thanks to the appropriate multichannel marketing strategy.
- Poor targeting: customer knowledge is a fundamental resource for your business. If your offer or your message is not adapted to the target audience, the visits that your site generates cannot be transformed into sales.
5 levers to increase the traffic of your site for free
1) Optimize your Google My Business listing
Optimizing your Google My Business listing is the first thing to do to increase your site traffic for free.
If your company does not yet have one, here is how to create one in 10 very simple steps.
Your Google My Business listing contains all the essential information about your business. It mentions, for example, your address, your telephone number, your opening hours or, of course, your website. It is then a strategic tool to improve the visibility of your company at the local level.
Google My Business listings appear in search results when a geographically close establishment matches the user’s query. Google will show in priority those that are complete and well filled.
Thus, the better you optimize your Google My Business listing, the more you work to improve your visibility. We then speak of local referencing.
Let’s launch the request “where to see sea turtles in Reunion”. The search results page includes the Google My Business listing of Kelonia: a conversation center and museum where you can observe recovering turtles. Google therefore uses the data from the My Business files to respond in a relevant way to the request of its user.
2) Work on on-page SEO
Optimization of natural referencing, or SEO, is one of the most effective, profitable and sustainable traffic acquisition levers. It aims to improve the position of your website on the results pages of search engines, such as Google.
SEO is a fundamental lever to increase the traffic of a site for free. Whether they are looking for information, a brand, a product or a service, 90% of Internet users start by connecting to Google.
We are talking here about on-page SEO, that is to say specific to your web pages. Indeed, external factors can also influence natural referencing (off-page SEO). This is the case of inbound links, also called backlinks, which we will discuss later.
To work on on-page SEO, an SEO audit should first be carried out. This allows you to assess the technical and editorial quality of your website to define an appropriate action plan.
Although it takes time, working on on-page SEO is an effective way to increase site traffic for free. That said, this only applies if your site does not have any critical flaws (including technical ones). In this case, it will be best to seek the services of an SEO expert.
On the request “buy in bulk at the meeting”, Google lists the points of sale and websites specializing in bulk sales. Being among the first positions is strategic: 75% of Internet users stop at the first page of results. Companies located beyond benefit from reduced visibility and, by extension, fewer opportunities to attract consumers.
TRAFFIC ACQUISITION: WHY FOCUS ON SEO?
SEO is a much more sustainable acquisition lever than paid referencing (SEA), for example.
The SEA consists of broadcasting ads on specific requests (keywords). These appear at the beginning or end of the search result page, and thus surround the organic results. This paid acquisition lever is therefore a way to position yourself quickly on search engines. However, it can be expensive depending on the targeted keywords.
Google’s paid referencing is based, in fact, on an auction system. The more traffic a keyword generates, the more competitive it is and the higher its cost per click (CPC). The latter corresponds to the amount you are charged when a user clicks on your Google Ads ad.
Moreover, if the effects on the traffic of your website are immediate, they fade when the campaign stops. This is why SEA should be considered as complementary to SEO.
3) Publish blog posts
You will have understood that to increase the traffic of your site for free, the optimization of natural referencing is a strategic lever. The objective is to achieve the best possible position on Google to generate qualified and sustainable traffic on your web pages.
To do this, one of the fundamental pillars of SEO is the content of your website and, by extension, your blog.
Each article gives you the opportunity to position yourself on strategic queries, and thus increase the traffic of your site. This requires including the right keywords in your blog posts. These are the terms and phrases that people type into the Google search bar to get a list of results.
THE IMPORTANCE OF KEYWORDS FOR SEO
Google ranks search results in order of relevance. It draws from its database to offer its user Internet sites likely to respond to his request.
To judge the relevance of yours, Google robots sift through all the texts on your site. In particular, they will analyze the keywords of your web pages to index you accordingly in their databases. Thus, when an Internet user launches a request containing these keywords, the algorithm makes you appear in the search results.
However, there is little interest in appearing beyond the first page: only 25% of Internet users go further. Even on the first page of results, the difference between position 1 and 10 is considerable. The first three results concentrate 75% of the click-through rates; the first position 30% alone.
Choosing the right keywords for your blog posts not only increases your site traffic, but more importantly ensures its quality. By including relevant keywords in your editorial content, you increase the opportunities to attract qualified leads.
GUEST BLOGGING TO AMPLIFY HIS SITE TRAFFIC
If you have already mastered the art of blogging on your own platform, you can try your hand at guest blogging! This consists of inviting (competent) writers to write quality articles on your blog. It could be an expert in your field of activity, a personality or an influencer: the possibilities are numerous.
Guest blogging also works the other way around. You too can offer your web writing skills to other blogs. You can thus improve your notoriety and why not insert links to your website.
A backlink is a link from an external site that points to yours. Also referred to as an inbound link. The more backlinks your web pages have, the more authority your site gains from Google’s point of view. It is a criterion of trust that it takes into account to determine your ranking on its results pages.
Therefore, improving the number of backlinks of a site influences its natural referencing. This allows, all the more reason, to increase organic traffic. The process is free if it starts from an exchange of good practices. You could, for example, contact companies with activities related to yours to create synergies.
Keep in mind that when it comes to backlinks, like traffic to your site, quality trumps quantity. If the incoming links come from poorly referenced sites, the effect on your own SEO will be nil, if not negative.
For your information, there are also dedicated platforms that monetize backlinks. You can, in fact, buy inbound links from authority sites. The more popular (and well referenced) these are, the higher the prices.
Social networks are excellent levers to increase traffic to your site for free. With an appropriate Social Media strategy, you can easily attract qualified prospects to your web pages.
It is then a question of adapting your content marketing according to the social platform and the targeted target. You need to capture the attention of your ultra-solicited audience to bring them to your website.
The creation of quality content is therefore essential. To do this, you must know your target’s expectations, habits and profile. Customer knowledge is a real key success factor. It’s about creating content that engages your audience.
You can thus hope to increase the interactions with your audience, which improves the organic reach of your posts. The more visible they are, the more traffic to your website is likely to increase.
Some social networks even allow you to integrate links directly into the publication. This is the case of Facebook, LinkedIn, YouTube or even Instagram (in stories only). Be careful, however, to take into account the specificities of each one. For example, the LinkedIn algorithm tends to reduce the reach of publications that contain a link: a way to keep its users on its platform!
Wanting to know how to increase the traffic of your site for free is a question that torments many entrepreneurs.
It is legitimate: creating a site is only a first step. The real challenge is to make sure that it attracts visitors and above all that it is able to convert them into customers. Increasing the traffic of its site is not enough: it must also be qualified! This is why it is essential to deploy a traffic acquisition strategy adapted to the profile of your target clientele.
SEO and social networks offer you this possibility. These two powerful levers have the advantage of not requiring any investment if you focus on organic traffic. Even if you want to mix in advertising, you could bet on paid referencing or Social Ads.