The process of establishing authority builds traffic to your website. The process of building traffic to your web site is called inbound marketing. The more steady traffic you are getting at your website helps to establish you as an authority. They work together.
There are five main ways to drive traffic to your website using inbound marketing.
The five ways are SEO tweaks, linked building, social media, relevant web content or keywords, and pay per click advertising.
Website SEO Tweaks
SEO tweaks is the process of tweaking your website for the purpose for search engine optimization (SEO). There are a number of things you can do, and most website designers and developers already know the different tasks.
For instance, some areas that should be considered include: important html elements, webmaster tools, sitemaps, meta-data, mobile development, and speed. To be sure, there are far more, but these are some of the easiest to implement, and most website owners can tweak some of these by themselves.
SEO is a very multifaceted discipline. It overlaps several areas including social media, blogging and link building. It is a core part of your Inbound Marketing strategy.
Link building is the process of building links back to your website. Not just any links, but link building should include relevant, quality links to your website. Building links to your website that come from questionable and harmful sources can actually hurt your search engine ranking, and thus, your traffic. The search engines reward links from quality websites.
There are various ways to link build among which is social media (see below). Another great way to help is by guest posting on websites with higher traffic.
What keywords do your website use? How many keywords does your website? Do your keywords include local searches? These are good questions to consider. In the past, in SEO, websites would literally stuff their website with keywords, often keywords that had nothing to do with their website. That is an outdated practice. Adding multiple keywords to your website does little to help your search engine traffic, and, especially, keywords that are popular but have nothing do with your website.
The experts tend to recommend one quality keyword, maybe two, per page. The page should be about the keyword. For instance, if your page is about “seller tips”, then, the content on the page needs to be about “seller tips.”
Often, website designers would put all of the main keywords for the entire website in the header section of the website, causing all of the keywords to be on every page. Heck, I did that too! Now, it is better to have a page for each main topic or keyword.
Another area of importance for keywords is what is called “long tail keywords.” This is when the website owner considers that some searches will be more like a sentence. An example would be, “homes for sale benton ar.” You can actually see a good example by starting a search in Google, and it will give you long tail suggestions.
The process of finding good keywords can be an arduous task. Some of the tools made available to online marketers are very expensive. However, there is no reason that a website owner couldn’t do some basic brainstorming about keywords to provide some decent results and traffic.
Everyone loves social media these days. It is the platform of choice for many businesses and real estate professionals are no different. Every day, it seems like a new real estate professional follows me on twitter.
The process of using social media for business is called Social Media Marketing. The industry is in its infancy.
There are right ways, not so right ways and just plain wrong ways to use social media for business. Here’s a hint: “Social media can’t be used like traditional advertising.” That does not mean that one can’t take advantage of social media. By all means! Use the platform.
Setting up various social media profiles that link back to your website has been shown to help with inbound marketing, in particularly link building. Google and the search engines love Facebook and twitter, Linkedin and others. Therefore, when you link to your own website using your social media profile, you are getting excellent backlinks and building your link building strategy.
Pay per click Advertising
Pay per click advertising (PPC) is the process of advertising online on various websites, mostly, using a service provided by the search engines such as Bing and Google. The website could be anything from a business website, to a blog or a full scale news website like the New York Times. Usually, these ads will be on high traffic websites.
Anyone with money can take advantage of PPC. I once knew a large group of car dealers that used this almost exclusively. The marketing director told me that the Rate of Investment made it more than worth the money he spent.
PPC is good for quick traffic spikes and for specific campaigns such as selling a book or some other kind of product on a landing page. Most small businesses don’t have thousands of dollars laying around to invest. The more money you can put into the campaign, the quicker the results. However, if you have less money, it may take some time to see the results.