Website Traffic Sources
When you look in Google Analytics you’ll see the ‘Channel’ report.
The report lists:
- Direct
- Organic Search
- Social
- Referral
- Paid Search
But there’s another way to look at your traffic channels:
- Owned
- Earned
- Paid
Paid Traffic
In the main this is going to be Google Ads and Facebook advertising. Of course you can lump in Instagram, Twitter, banner ads, advertorial and more. You could also say PR and affiliate (performance) marketing.
Owned Traffic
This is you foundation, your online hub, that is your website combined with your email list and SEO.
Earned Traffic
This is a gift that can go on giving. Links to your website act as ‘referral traffic.’ Because a website has linked to your website and a visitor has followed that link then that traffic is usually a good deal more qualified. That is ready to take an action; purchase, signup or share.
You can also include social sharing in this category.
What is the Most Important Source?
Best to think of traffic sources as a blend. Spread your budget and risk and blend your own mix. The channels fed off each other. For example Google Ads will give you keyword conversion rate. Can you use these keywords to create content?
Common Theme
All of your channels rely on one thing. Content. That’s anything that is entertaining or informative or answers every visitor’s question ‘What’s in it for me?’
Content is King, Queen and Joker
Everything, well almost everything comes back to content. It’s vital for Search Engines and for the visitor.
What sort of content should you produce? Original. That’s it. Original content.
Most everything in digital marketing is technique. It’s testing new ideas and measuring the best return.
But you are NOT going to succeed without original content. Marketing becomes so much easier when you have a reservoir of content for your web pages, your email and your ads.
But most importantly other websites will link to you. The links count as a vote in Google’s eyes AND that link will send interested traffic, that is segmented traffic that will more easily convert into sales or leads.
Time and Ideas
Spend regular time creating the original, fun, silly, informative and even controversial material. It will pay off.
Content Types
Of course, the written word, images and video count. But you can have more advanced content, automated emails, infographics, calculators and more will give you a better chance of success because you’ll be different from your competitor.
All the best,
About Conversion Detectives
We find the best quality traffic for your website and convert more of that traffic into sales or sales leads.
We use the full mix of digital marketing creating a blend specific to your business. From digital strategy to the tactics (how to go about that strategy) and the actions that make it happen.
We’re a full mix digital agency based in Hertfordshire.
Look us up for a chat: hello@conversiondetectives.com
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