When it comes to organic traffic, the quality of your traffic matters just as much as the quantity. Although increasing organic traffic takes longer than advertising, it generally produces better results and higher conversions at a more consistent rate. It’s a long-range investment in your brand that will pay off in multiples down the road. Here are some best practices for how to improve the quality of your B2B company website traffic.
Maintain high-quality content
Your B2B business website should contain fresh and original content that is interesting, well-written, and authoritative. The content should also be relevant and useful to those who visit your site. Rather than merely promoting your company news over and over, focus instead on answering your customer’s questions and helping solve their problems. This improves trust and authenticity in how your customers view your business. High-quality content is a cornerstone of effective inbound marketing.
Keep your content flowing
New and updated content keeps your visitors coming back for more. It improves brand awareness, increases brand equity, and reinforces your marketplace positioning.
New content will also attract the attention of search engines and web users alike. Search engines will index new content and bring more visitors to your site while visitors will stay longer on your site if there is new material for them to read or see.
Use effective search engine optimization tools
Search engine optimization (SEO) is the process of optimizing your website to rank higher on search engines like Google, Yahoo!, and Bing when prospects search for certain keywords. There are a number of factors that impact how well your website ranks. These include technical elements like page load speed, image size, and site structure, as well as content-related factors like keyword usage and quality links pointing back to your site.
There are two main components to SEO: on-page and off-page. On-page deals with the technical aspects of a website, while off-page focuses on building authority. Combined, these elements work together to attract more qualified organic traffic.
Leverage personalized email marketing
Email marketing is an excellent way to send targeted, relevant messages to your customers and increase website traffic. It’s a highly effective marketing channel that, when used properly, can help improve brand awareness and generate leads, as well as drive sales for your business. Email marketing is also one of the most cost-effective ways to reach your target audience.
Be active on complimentary channels
LinkedIn’s publishing platform and community sites like Quora and Reddit are effective tools for driving qualified organic traffic. Publish original content on LinkedIn that’s connected to your anchor website content to find a new audience and leverage content you’ve already produced. You can also use Quora to demonstrate your expertise and link it to your relevant content. Posting useful content on Reddit and linking back to your website can also boost your visibility.
Produce high-quality gated content
Sharing high-quality gated content on your website is a proven technique for improving organic traffic. Acquiring leads is a big driver of business growth, and online content is a great way to attract profitable customer leads. Gated content is free content that requires contact information for visitors to access. It can include downloads like ebooks, white papers, and presentations. Other forms of gated content can include live webinars, podcasts, and on-demand media. Focus on the high-quality part for better results.
While there isn’t a secret shortcut to increasing your organic traffic overnight, there are proven methods you can leverage to dramatically increase organic website traffic and turn your website into a lead generation engine. What’s more, many companies overspend on costly and ineffective advertising campaigns to boost traffic when they could be putting those same resources towards more effective—and longer-lasting—techniques. If you want your business to succeed in a competitive market and want to get the most out of your marketing budget, use these strategies to increase your qualified organic website traffic.
