How to Avoid Unwanted Traffic to Your Site

Written by Nick Stamoulis

Website owners can easily become obsessed with the traffic data of their website, checking to see if the number of visitors goes up on a daily basis. If the visitor count is high, that’s great right? Well, it could be. It all depends on whether or not it is the right traffic. The metric that is more important to measure is the conversion rate of the site if it has a conversion element (e-commerce site, lead forms, white paper downloads, etc.). Is 5,000 visitors a month an impressive stat if only one lead form got filled out? Only if that lead becomes a sale that makes up a big chunk of your revenue (which for most business owners that just isn’t the case). The goal of an SEO program shouldn’t just be to increase traffic, it should be to increase the right kind of traffic that is more likely to convert. Avoid unwanted traffic by doing the following:

Limit broad keyword targeting
Keyword research is the foundation of an SEO campaign. The keywords selected will be used throughout the meta information and on page content of your website in addition to content that is created elsewhere on the web for link building purposes. While conducting research, it’s important to understand the intent of the searcher. Broad keywords may have a lot of search volume but people use them for a variety of reasons that your website may not be the best fit for. Targeting keywords that are too broad may result in traffic, but there is a greater chance that the visitor will leave the site quickly without looking around, or bounce. It’s important to select the keywords that are most relevant to the page content.

Building links in the right places
Link building is an essential part of SEO. Inbound links pointing to your website improve your search engine “trust factor”. Each link in a way serves as a vote for your site. However, link building isn’t what it used to be. Not all links can improve your trust factor. In fact, some can contribute towards ruining it. Back in the day, the link building focus was on quantity which is part of the reason why there are so many scammy link networks and link exchange sites out there. Google is cracking down on this kind of practice and the link building focus has shifted to quality. The most important thing to consider when creating a link is, “will my target audience members see this link?” If the answer is no, the link probably isn’t worth it. Just building links anywhere across the web means that the wrong people will be clicking on them.

Creating focused content
Content marketing has become a huge component of SEO as the industry has evolved. It’s no longer simply about how your website is coded and what your meta information is. It’s about creating and sharing great content that is written with target audience members in mind in order to build links and web pages that can rank in the search engines. If you want the right kind of traffic, you will need to create content that is specific to target audience needs. Like the keywords that are chosen, if the content topics are too broad (or even completely unrelated) it can result in website visitors that will never convert.

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