How do I get more visitors?
The number of website visitors is referred to as traffic. While visitor numbers are an important metric, they are not alone a meaningful metric for web activities. If a visit to a website does not lead to a conversion, high numbers do not bring much. Nonetheless, it should be the concern of every website operator to generate many visits from users. This is the first step in a holistic online marketing concept, at the end of which is the conversion. With the appropriate tools, one has an overview when analyzing the numbers.
More website visitors through search engine optimization: How SEO increases traffic
The entire field of search engine optimization (SEO) ultimately aims to increase the number of visitors to pages: The online shop or website should achieve a good ranking in the search results. This means that websites should be displayed as high up as possible on Google and other search engines, the so-called SERPs. If a page achieves a high ranking, more users see this search result and will click on it during their search. However, it is a prerequisite that the meta-data, such as meta-description and the title, are correct. These tags and data are not directly determining for the ranking, but they can attract users to a page. Requirement: The web user must be able to immediately read what to expect as a website visitor. Does he find there what he is looking for? Search engine optimization is thus an important tool in online marketing, generating traffic and crucial for starting a customer journey.
What can SEO do for websites?
Most users who enter a search term (keyword) on Google then click on one of the pages listed first in the SERPs. Whether someone is searching for "Flights to Mallorca," a "Green Sweater," or "The New Book by Stephen King" — the provider at the top of the search results receives the most clicks and thus the most customers. SEO can help webmasters and online shop operators ensure that their own page appears at the top of the search results. This includes, among other things, the analysis of the existing page, keyword-optimized content creation, and building as many high-quality backlinks from other sites as possible. Links in the World Wide Web are like recommendations for pages and a strong signal to a search engine like Google whether a certain content offers what users are looking for. Even if "nofollow" links are set, the links serve a purpose. Because traffic still occurs through them if the link texts promise real utility.
However, the successes also depend on the respective website. Those who offer mainstream products such as books, travel, electronics, or fashion encounter strong competitors who are also striving for a top spot in the search results. Today, large companies often afford their own SEO specialists, dedicated solely to attracting more website visitors. Nevertheless, good numbers can be achieved in terms of visits, conversion, and sales through SEO activities, excellent and always current content, and other online marketing activities.
What other options are there for more website visitors?
Search engine optimization is an important pillar for one's own online marketing, but it should not be the only one. To gain more visits from potential customers, search engine advertising (SEA) through tools like Google Ads is also important. This involves paid advertising on the World Wide Web, which is placed above or below the actual search results in the SERPs. The cost of such an ad depends on the slot one bids on as well as the keyword. Both SEA and SEO are part of the overall discipline of search engine marketing (SEM). Together, they can significantly contribute to more website visitors. Important: To properly engage in SEM, it's crucial to know your target audience. Therefore, data and target group analysis always come first.
Advertising through social media channels like Facebook and Twitter has become increasingly important for traffic. These channels enable direct interaction with (potential) customers and can also attract more visitors to one's own website. Ideally, a particularly good or funny advertising campaign ensures that social media users spread it themselves, increasing the number of visitors to one's website. This process is called "going viral," meaning the campaign spreads as quickly as a virus. Social media metrics can also be processed in a detailed analysis.
Marketing far beyond just visits: don't forget to optimize the website
But traffic alone is not enough. If online marketing is in place and website visitors come, the customer journey does not end there. A good website must also offer high usability, fast loading times, and then actually provide the content that users are looking for. In this context, seamless navigation on the site, including consistent internal linking, is necessary. On pages where an action by the customer, such as a conversion, is the focus, a call-to-action (CTA) must be set. If the conversion rate is low, consideration should be given to conversion optimization so that website visitors actually become customers. Figures regarding conversion and leads should always be kept in view.
The right tool to check visits and other web activities
How many web visitors a page generates, what the bounce rate, dwell time, or click-through rate looks like – these and many other key performance indicators (KPIs) can be read with a suitable tool. Data analysis is possible, for example, with Google Analytics 4. Even without an SEO tool, it's hard to get by these days. The Google Search Console, Sistrix, or Xovi are standard tools today for working in search engine optimization.