How to generate web traffic?

trafico web

The website is normally the base of a digital marketing campaign. It is the platform that guarantees the company's online presence, attracts leads, works as a channel to establish relationships with the public, is a means of dialogue and allows actions to be converted into sales. From there arises the need to think about strategies to generate web traffic, which means that the brand stands out in the Internet universe, attracts the attention of users and achieves the click that guarantees their visit.

Let's imagine that the website is a pool that has several pipes through which the water enters, which would be the different types of web traffic. Next, we are going to know each of these channels, since the more of them are active, the faster the pool will fill up.

What is web traffic?

Web traffic is the means by which the public knows the brand, that is, it is the main visibility resource for digital users to reach the products and services that we want them to buy. It is the reach, visits and views that the page has. The number of accesses that a content receives on the Internet.

There are different types of traffic, depending on the point of origin from which the audience accesses. It can be a search engine, social networks, advertisements, links on other sites, etc.

Strategies to generate web traffic

Once the pool has been defined, let's now learn about the different pipes through which water can enter to fill it or the ways to generate web traffic.

1. Optimize keywords with content marketing

To take full advantage of the potential of organic traffic, resources and time must be invested in a constant and consistent content marketing strategy, within which keyword optimization cannot be missing so that the information is found in search engines.

Keywords are the terms that Internet users use when looking for answers to their questions in search engines. They are the basis of SEO (Search Engine Optimization) and there are some tools that allow you to define them, such as Google Keyword Planner, Keywords Everywhere, SEMRush or MOZ.

Choosing the indicated keywords allows you to segment the content and adapt it to the interest of the Buyer Persona, thus increasing conversion opportunities and generating web traffic.

2. Invest in a good infrastructure for the web

Other factors of great influence on web positioning and public retention on the website are loading speed and easy and intuitive navigation. In the first case, it is essential to host the site in a good service for the creation, hosting and management of the blog.

While navigation optimization is directly related to user experience (UX), which is about the ability to design engaging, useful, and easy interaction flows.

The UX implies captivating the user with attractive visuals, using appropriate words and messages, opting for web performance optimization (WPO), improving loading speed and offering interactive experiences and content to the public.

3. Create viral content

A very efficient method to generate web traffic is viral content. However, this is not to say that it is an easy task. Although there is no magic formula, some techniques can be listed that allow you to enhance content to encourage sharing on social networks and generate backlinks, two key factors for web positioning.

Some of these tools are mental triggers, elements that cause effects on people and motivate them to perform some action; the storytelling, content in a narrative format that tells a short story; the interactive web pages, which incorporate infographics, quizzes, calculators or other teaching materials; the relevant issues, information that is trending or with high search demand; he emotional attachment, messages that appeal to positive emotions; among other.

4. Implement strategic ads on search engines and social networks

Ads on search engines and social networks are excellent allies when it comes to generating web traffic, especially when looking for short-term results. This does not imply that they should be taken lightly, but on the contrary, they require a planned strategy and well-defined goals.

It is essential to choose the correct channel, such as Google Ads or Facebook Ads, since this will depend on whether the message reaches the right people and increases the chances of CTR.

It is also essential to correctly define the objectives. These can be generating leads, engaging the current base, converting into sales, gaining visibility over the competition, etc. Establishing a purpose will allow users to be directed to the most convenient place and measure the success of campaigns efficiently.

5. Develop a digital branding

To position the brand on the internet, generate web traffic and create a relationship with users, it is necessary to have a strong and coherent digital identity. In other words, branding management must be carried out that transmits the value proposition through communication actions and the creation of positive experiences for the public.

To generate direct web traffic, without the need to appeal to specific sources, a series of tools can be applied:

  • Brand and Buyer Personas: create semi-fictional profiles that establish how the brand identity should be and how to work on marketing actions.
  • Define voice and tone: you have to determine a way to express yourself and communicate with people.
  • attractive visual identity: everything enters through the eyes and this element allows you to differentiate yourself from the competition and attract consumers.
  • Visibility and specific channels: It is key that the strategies are applied in the right places, where the specific audience is.
  • content production: you have to provide the Buyer Persona with a comprehensive resolution of their problems, from recognition to the purchase decision.

6. Apply an email marketing strategy 

Email marketing is one of the most effective communication channels to generate web traffic. Due to its possibility of segmentation and closeness to people, it is an ideal resource to attract more visitors and customers.

This tool can be applied in different ways, although if the objective is to generate visits, the ideal is to invest in the dissemination of content and strategic pages for the brand. For example, if the purpose is to attract the website, the user can be called through a newsletter, while, if the aim is to direct them to a virtual store, it is better to bet on sending offers, news or sales proposals.

Before defining an email marketing strategy, in addition to the objective, it is necessary to take into account the profile of the clients, their purchase journey and the frequency of sending.

How to measure web traffic?

As in any marketing action, it is useless to implement strategies to generate web traffic if the results are not measured later. You have to pay attention to performance to determine what was done well, what are the aspects to optimize and if the investment was worth it.

A good tool to carry out this analysis is Google Analytics, a platform that allows you to know how many people accessed the website, from which source or channel they entered, how long they browsed the content, if they clicked on any inserted link, among other important data to know the audience.

However, all this information can be overwhelming if you don't know which reports to prioritize to understand and interpret. These are:

  • Acquisition: Allows you to identify the efficiency of each of the traffic sources, such as those mentioned above.
  • Behavior: specifies which are the most visited pages within the website and the movements that the user makes within the domain.
  • Audience: specifies the volume of users who accessed the site, as well as the geographic and technological characteristics of the audience.

This whole process is started by simply installing a tracking code on the pages. Then, a panel is accessed with different metrics, traffic information and segmentation filters. Finally, the data must be analyzed to make decisions about the future of the strategies analyzed.

Web traffic is essential for the success of the site

In conclusion, we can say that generating web traffic is as essential for the site as water is for the pool. Without them, neither of the two things make much sense. Without visitors there will be no customers and without customers there will be no sales.

To increase the audience, there are different channels that allow you to implement real and profitable strategies. From the generation of content supported by keywords, to the implementation of paid ads in search engines or social networks.

The brand can explore all these alternatives to generate web traffic, but without losing sight of the final objective or the characteristics of its specific audience.

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