10 Remarkably Effective Strategies for Driving Traffic

In the last six months, we’ve been lucky enough to help quite a few companies and websites drive significant traffic to their sites. Many of these campaigns have been constructed around the goal of building search engine rankings, as this is our primary business, but we’ve also found that our ability has given us great power in the fields of brand-awareness and marketing overall. Thus, the following ten processes are primarily about building traffic and through it, attention.

#10 – Targeting Unmonetized Searches

  • Ingredients: KW research tools like Yahoo!’s KW Selector Tool, Wordtracker & KWDiscovery + Overture’s View Bids Tool and Google’s KW Tool
  • Process: Identify some relatively high-traffic search terms or phrases that have a very rough relationship with your industry, business or site but have little to no advertisers buying keyword advertising. For $0.10 a click (sometimes less), you can build your branding and your site’s visibility. Make sure to serve up great content that targets exactly what the searchers want – a list of resources, an informational how-to article or the like. If you deliver great results in a search where you’re the only advertiser, searchers will remember you, re-visit you and, occassionaly, write about and link to you.
  • Results: Campaigns of this size can be anywhere from a few dozen to a few thousand visitors per day depending on your budget. In either case, be sure to have some action items for visitors to follow and watch your analytics like a hawk to ensure that you’re bringing in real value with the terms you’ve chosen (i.e. if your abandonment rate is 75%+, you need to tweak something).
  • Examples: On this one, its very hard to give examples without giving away clients or potentially spoiling opportunities, but luckily, Graywolf has a perfect example in his Pirates of the Caribbean post, where there’s a lot of searches trending that way and no advertisers – a perfect opportunity for the right player to get in the game (pun intended).
Google Search for McDonalds Pirates of the Caribbean
Note the lack of ads…

#9 – Creating Controversy

  • Ingredients: A passionate audience or community with strong (and hopefully misguided) feelings about a subject, person, company, etc.
  • Process: Create content through a blog, article, report or statistics that challenges commonly-held beliefs or assumptions or specifically challenges the views of a very popular person or organization. Be prepared to defend your positions, write about them in comments on blogs, in forums, chatrooms, online groups and wherever appropriate. Sometimes, you can even leverage the editorial section of a newspaper and re-print online.
  • Results: Heavy traffic levels come through multiple channels, but your biggest source is often the direct response of the disagreeing party. Be sure you’re handling the dispute in a professional and even-handed manner and you can earn a respectable following. It’s all dependent on industry and size, but a between a few hundred and a few thousand RSS subscriptions are usually on the table.
  • Examples: Dead2.0 (who I posted about earlier today) makes a great example, and Danny’s post at SEW about his Google hates also follows along this tradition.

Dead 2.0

More;

http://www.seomoz.org/blog/10-remarkably-effective-strategies-for-driving-traffic

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