ib tutor,tutorial-Quality Website Traffic

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Quality Website Traffic By: Ken Arp

Getting quality website traffic is one of the key elements to a successful internet marketing campaign. Not all traffic is created equal and it makes more sense to invest in attracting quality website traffic than to attract visitors with a lower likelihood of ever converting into a customer.

When considering how to attract quality website traffic it's important to consider the sales cycle that your potential customer goes through. For a general look at sales cycles I'd like to reference a 2009 study that found that just 31% of sales are completed in the first 60 days. The report also showed that more than 20% of sales cycles stretch on for a year or more. Dealing with long sales cycles is a challenge facing sales people in many industries and it's by no means new. What is new is how the growth and development of the internet fits in with this phenomenon.

For companies that are aggressively and successfully marketing on the internet the priority is typically to try to capture quality search traffic that is in the "buying mode". By this I mean the people that are right near the end of the sales cycle that are ready to make a purchase. Clearly if they are at that stage they are more likely to make a purchasing decision. This should lead to a higher conversion rate and a better return on investment for the companies' marketing investment. So how do you target this type of quality search traffic? If we are talking about search marketing it means getting an understanding of what people in a buying mode are going to type into the search bar. For example, on an average day in Canada there are 62 searches for "kitchen design ideas" and 79 searches for "kitchen designers". The first search term would be more likely to be someone in the early stages of their cycle, while someone that types in "kitchen designers" is a more likely prospect that is ready to make a decision - definitely considered quality search traffic.

An important element in maximizing your return on investment is being aware of who your visitor is and making sure that the content speaks to them. If someone is searching for "kitchen design ideas" and their search brings them to your site you need to provide the type of ideas that they are looking for. If not then they are likely to bounce off your website to another until they do find some ideas. People in the earlier stages of a sales cycle are more likely to be looking for information, comparisons, ideas and pricing. If they find a site that provides all of this it is more likely that they'll consider it a good reference site and bookmark it for when they are closing in on a purchase. This is where sites that have more content can be more effective. On the other hand, if someone is ready to hire someone and searches for "kitchen designers" you may not need to be as much of a resource site as long as your website inspires their confidence that you are the right company for the job.

What strategy you choose depends on many factors; what industry you are in, what your goals are, how involved do you want to be, where you are located and who you compete against to name a few. The important thing is to plan a strategy and then execute it and the quality search traffic should follow.