CANDIDATES AND ECOMMERCE – So… we at Dynamicweb are doing this blog series on presidential candidates, how they use the Internet, and what actionable lessons there are for your e-business. Of course, going through the various candidates, we’d be remiss if our Chris Christie-themed blog didn’t have tips for you to increase website traffic.
If you’re unaware, New Jersey Governor Christie knows a thing or two about traffic. In what has been called “Bridgegate,” in a move to punish a political rival, members of the Christie administration intentionally (and criminally) closed down driving lanes in order to cause a massive traffic jam at the George Washington Bridge. Whether or not Christie personally knew about or authorized the 2013 order, this increased traffic to a degree of monumental inconvenience. Of course, when it comes to the ecommerce, you want to increase website traffic.
Instead of shutting down a toll plaza, we recommend that you attract additional traffic by offering your customers something they want, such as rich, compelling content. This strategy of content marketing is also known as “inbound marketing” because your content actually draws potential customers to you. No traffic conspiracies needed. When prospects have a true desire to visit your site and your content is visible on search engines, your business will increase website traffic.
Of course, the part about search engines is important. One study (from Fleishman-Hillard and Harris Interactive) shows that 89% of customers use search engines to make a purchase decision. Customers like to take the wheel and do their own research, so it takes great content to attract these people as they search for information.
It’s best to have a range of content that informs potential customers about you, your brand, and your products. Some content is designed to engage and help prospects early on in the sales cycle while other content is created to generate leads and move people towards a purchase.
Some examples of effective content are:
- Evergreen content, such as videos or whitepapers, that stands the test of time and maintains relevance over a long tail. This content continues to attract organic search.
- Newsworthy articles, such as blogs or features, that are immediately relevant to your target market.
- Product information and rich descriptions for customers who want the details right away with the self-service offered by doing business online.
In order to increase website traffic, it should be easy for search engines to find and present your content to online customers. This means utilizing the best practices for search engine optimization (or SEO). The best tactic is to find the most relevant keywords for your audience and use those in your content, tags, and metadata. That’s why Dynamicweb offers an SEO module that automatically looks at all your webpages (articles, product pages, etc.) and suggests the search keywords that help you boost your traffic.
Website traffic is definitely favorable to sitting in car traffic on the George Washington Bridge. Online customers still get impatient, though. If your site loads slowly or performs poorly, your former prospects won’t hesitate to take a detour to your competitors. So optimize your website performance in addition to your SEO efforts. Rich content, great SEO, and fast performance are all key to increasing website traffic to your e-business, and best of all, these strategies are customer-approved and legal in New Jersey.