All those people traipsing in and out of your blog all day long – where do they all come from? And more important, why does it even matter? As long as you have traffic you’re good to go, right? Not quite. Read on and I’ll tell you why it’s important to know where that traffic is coming from and why search engine traffic is so important to your success.
There are basically three types of traffic that will arrive on your blog: Direct traffic, referral traffic and search engine traffic. As the name implies, search engine traffic is traffic that comes to your blog by clicking a link they found in one of the search engine indexes. This traffic is important to you for three reasons:
These people are looking for an answer to a specific question
Your regular, loyal readers and people who’ve visited your blog before, already know what you have to offer. They know your content, they know what products or services you’re promoting. They already know what questions you can answer. In other words, they’re already sold on your blog and they come back regularly just to see what new information you’ve posted.
On the other hand, there are even more people out there who’ve never heard of your blog and they’re looking for specific information, so they go to their search engine with their questions. “How many days in February?” “What’s the best way to train a goldfish?”
More important, a lot of these people are conducting buying searches – “Best infrared camera”, “Cheap USB drives” and “Washing Machine reviews” – these search terms indicate they’re ready to buy, now they’re looking for someone to tell them what to buy.
If you’re using the proper keywords then your site will appear in the search engine indexes and that’s how these new searchers will find your blog. If you can answer their questions satisfactorily, chances are, at the very least, you’ll gain another repeat visitor.
This is the first time a lot of these people will see your blog
It’s important to acknowledge the fact that a good portion of your visitors are going to be arriving from the search engines. These people could turn into repeat visitors, and eventually customers, but you only have seconds to grab their attention and keep them on your blog.
It’s important to dig further into your analytics. When people arrive via the search engines, what pages are they landing on? Are they sticking around or immediately clicking away? Where are they going next? To another page of your blog or completely off your site?
If you notice that your search engine traffic is immediately turning around and leaving your blog, then you need to do some work on your content. If they’re sticking around, then turn them into subscribers to increase your direct traffic numbers.
You need to compete for this traffic but it’s definitely worth the effort
Search engine traffic is highly competitive and key words are important. Every webmaster out there is competing for the top spot on the index and once you get there you can’t rest on your laurels. It’s a never ending battle but well worth the effort.
Search engine traffic becomes direct traffic, which eventually becomes buying traffic. It’s probably the most important traffic you can attract.