You’re standing around at a gathering sipping on a cocktail when someone walks up and asks; “So… How’s Your Uniques?” Smiling you respond, they’re doing just fine, as a matter of fact, I just had them cleaned last week! I suppose I will get a few more wearings out of them when the weather gets warmer. Standing alone again, you continue to sip your cocktail.

Knowing some basics can help you understand the type of traffic you’re getting to your website, Random or Targeted.

While unique visitors represent new visitors, you also need to watch the return visits. Say you have 10 unique visitors to your site, and the total number of visits is 10, this looks like nobody is returning and you may consider altering the content on your site to entice people to return to your site for additional information. This could be in the form of revising what you say to be more complete, adding more content to a lean content page, adding pages with detail reference to the topic being discussed on the page, and lastly, ensure the keywords you have chosen are actually targeted to what you are writing about.

It was mentioned in What is a Site Review? your content may not be reflecting the keywords you have chosen, thus, you might be getting visitors expecting one thing and getting another. This will just drive up your bandwidth costs rather than turn in a positive conversion rate for your product or service.

Targeted Traffic is not born out of magic, but is a product of having the right keyword/content relationship.

When a searcher enters a keyword phrase, they are expecting a certain content relationship to those keywords when they click on the links presented by the search result pages.  Using targeted keywords has a bi-directional effect. 1. You are targeting the searcher anticipating they will  search for your keywords, and, 2. The keywords are targeted to your content closing the gap between the searcher and your content.

Getting your unique visitor count up is a process which includes having the right keywords for your intended audience, revealed by a proper keyword research analysis, also having keywords that will result in an acceptable level of traffic. Of course getting in the top 10 slots of a search result page is very important. Chances of getting the visitor to click to your site is shown on Website Marketing & Optimization – Why You Need It!, where the #1 slot has the potential of getting 42% of the clicks and just goes down from there.

Increasing your return visitor count is primarily the job of your content. Return visitors find value in what they have found, and may have seen additional content on your site to cause them to return again, or link to your site giving you valuable backlinks which will help your page ranking.

You might realize, the process of optimization goes beyond the search engine optimization model, and reaches out to the visitor. Having great content is what the human visitor is interested in, while having keyword rich content is the food for spiders and  becomes a  highly integrated environment.

Focusing on targeted traffic is a driver in your quest to increase the conversion rate and your bottom line on your website.

Offering up your website to just any traffic may or may not give you the desired results, where it is more useful to focus on visitors having a genuine interest in your offerings.  As you take another sip of your cocktail, create a mental view as to what your website is actually saying. A critical eye is necessary to get the feel and understanding of what you are presenting to website visitors.

Make a point to use a keyword extraction tool against your landing page to see what keywords are actually being projected (this is most likely what the search engine spiders are picking up). Are the keywords coming back the keywords you anticipated? If so, Great!  If not, you may need to re-evaluate your content to be more in line with the keywords you wish to target. This will inevitably lead to more targeted traffic to your content.

For more information on keywords, you may want to take a look at the article Buy or Info Keywords, What’s the Difference? to get more of an understanding about your keyword choice.

You may also contact us for a free consultation with regard to services available to you.

So, here’s a toast, to more targeted traffic, a higher conversion rate and continued success!