Social Media Channels Can Deliver Instant Traffic
Sometimes SEO feels very much like a complicated game of “hurry up and wait.” You spend so much time and effort optimizing your website, but until Google recalls your website and recognizes what is new those changes might as well not even be there! You spend hours every week creating fresh content that is optimized, engaging and educational, but it can sit for months before it pulls in any organic traffic. And countless more hours are spent chasing down quality links that may or may not drive a few quality visitors your way given enough time. I often tell our clients that SEO is like planting a garden; you do the work now to reap the benefits later. But “later” is a very relative term and depending on how competitive your industry is and where your website stands it could be several months to the better part of a year before you see any real benefits.
While most marketers are used to doing a lot of work and then waiting for the good to come, many business owners or members of the C-suite (really anyone watching the budget) want to see a return on their investment much sooner rather than later. So while you’re waiting for the organic traffic to pick up be sure to leverage the power of social media for more instantaneous success!
Take a look at this graph below. We helped one of our clients really amp up their social media game and in just 4 months traffic from social channels has increased 60.86%. That amounts to just under 2,000 extra visitors!
While social media isn’t inherently “free” (you have to pay for social media tools, pay an employee to manage all your channels, boosted posts and ads, the cost content creation, etc.), your social media channels are as valuable as you make them out to be. Even going from one or two updates a week to one update a day can have a dramatic impact on your overall reach and engagement. For our client above, we took their lackluster approach to Facebook and Twitter and ramped it up to 3-4 posts a day. We started writing 3-5 blog posts a week for them, so fresh content was constantly being promoted as well as giving older content another shot at a social life. Every now and then we’d throw a more promotionally minded post in the mix (they are an e-commerce site), but for the most part our goal was to connect their audience with their informational content and drive traffic back to the main blog and through the site.
The difference between the immediacy of organic and social traffic was especially noticeable with another client we worked with. Traffic from social sites increased by almost 125% while organic traffic only grew 8% in the same time frame. Because social media is immediate, one really good blog post can drive hundreds of visitors to your site in just one or two days. It might take 6 months for that same blog post to drive even 50 organic visitors. The other great thing about social media is that you can change courses at the drop of hat. If something isn’t working try something else. You’ll know pretty quickly if your new approach is better. When it comes to SEO, you need to give your program time to develop, which means you can’t test something new every day and see what sticks.
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