Don’t Rely on Just Google for Website Visitors

Written by Nick Stamoulis

Ever heard the saying, “don’t put all of your eggs in one basket”? Well it’s a phrase that is applicable to the online marketing world too. A positive Google search presence is certainly important, which is why we are able to survive as an SEO business. Even so, we would never suggest that a positive Google search presence is sufficient. It’s not! You shouldn’t base the long term success of your website and the traffic that it generates only on Google, or any of the search engines for that matter. It’s important to focus on other traffic sources too.

We know that your target audience is using Google. That’s a given. But where else are they hanging out on the web? These other potential referral sites can be a great source of traffic. Usually the best sites that are going to send relevant traffic to your site are the ones that provide something that is in some way related to what your site offers. These niche industry sites can be the best sources of traffic because the visitors are highly targeted and their needs often correlate with what you have to offer. These types of sites could include industry directories, forums, message boards, etc. Attaining links from these types of sites can also help to improve your SEO. If the link is a “do follow” link it will contribute to your inbound link portfolio and “trust factor”.

Another excellent source of website visitors is social media. Social media isn’t just a place to share pictures with your friends and family. People are signing onto various social sites for many reasons, one of which is to find information. For example, LinkedIn is much more than a place for recruiters or job seekers. Serious business networking is done on the site and it can be a great source of qualified traffic to your website. Joining relevant LinkedIn groups and submitting helpful content to these groups ensures that the content is being seen by the influencers and decision makers that you are trying to reach. Twitter is also a great referral site. The search feature on the site allows users to search for posts that have information that they want to find, which is why it’s important to utilize hashtags (#) within each post. For B2Cs, sites like Facebook and Pinterest also make sense. It’s just important to remember to include a link back to your site whenever, and wherever, possible on these social sites in order to improve the chances that you will generate traffic from them.

Of course, building up a presence on niche industry sites and social media feeds into an SEO strategy, but that isn’t the point of this post. The point is that you can never rely too heavily on Google. Google is constantly changing the rules. Think about the number of major algorithm updates (and updates to the updates) that have occurred even in just the last few years. This is a trend that isn’t going to stop which means that nearly all websites that exist are susceptible to changes in traffic rates over time. Google can change the game at any moment, so even if the approach that you’ve been taking has been fair game for years, there’s no guarantee that Google won’t frown upon it in the future. As an SEO firm we will be the first to say, you can’t rely only on Google for traffic. Ensuring that you have lots of other potential referral sites means that your business will be able to hold on and survive in the event that Google makes an update that affects your traffic.

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