Building Traffic For Your Online Business Success
- February 16, 2018
- Posted by: Afaq Khan
- Category: Online Business Mastery Framework
Last time, we discussed OFFERS which is one of the four key areas within Online Business Mastery framework. If you’ve been following this video or blog series, you may recall that Online Business Mastery framework consists of four key areas. Offer, Traffic, Conversion and Support Systems. Before we go down into the weeds, let’s be clear that no amount of marketing and Ad spend will help you without a compelling offer in the form of a great product or a service. Online Business Mastery framework covers everything you need to know to get started, grow and scale your online businesses. If you have not watched the introductory video, I strongly suggest you do so before this one to build some context.
In this video, I want to discuss TRAFFIC. TRAFFIC is where all magic starts with an online business, i.e. no traffic means no leads, no leads means no sales, and that sums up to no business. Let me give you a reality check. As we speak, there are hundreds of millions of blogs and trillions of individual web pages out there. Likewise, there are billions of users who have access to the internet today. What am I talking about? Internet is a very noisy medium and that’s what makes reaching to your target audience so much more difficult. To cut through this noise, you have to leverage both organic and paid sources to drive relevant traffic to your website. When you leverage a 3rd party platform such as Amazon, you are essentially tapping into paid traffic. How? For each FBA sale, Amazon charges a referral fee, which can be anywhere from 6 percent to 45 percent depending on the product category. The term referral here underscores the fact, that the sale you just made, happened because Amazon referred one of their customers to your product listing and obviously they want to be paid for that.
Now, before we get into the technical stuff, I want to make sure that you understand that your goals with web traffic are volume, relevance, and diversification. What am I talking about? Number one. You can have all the traffic in the world, i.e. traffic volume, but without relevance, your visitors won’t convert into leads or customers. Number two. You want to target for diversification of traffic volume across multiple channels. Why? Because this would minimize the risk of your business revenues being decimated if your main traffic source were to dry up – consider a scenario where one day Google decides to tweak their ranking algorithm in a way that sends you down in search rankings.
Now, as far as I am concerned, there are only two real mediums of traffic. Organic and Paid. Organic traffic includes direct, referral and search traffic channels. Let me break these down for you. Direct traffic is when someone types your URL into their browser or when someone clicks on a browser bookmark, i.e. if you type privatelabelmastery.com in your browser address bar now, your visit would be accounted for as Direct traffic. Anything with an undefined traffic referrer, i.e. where your analytics platform was not passed a referrer, will also be considered as Direct traffic. Now, if your analytics platform can get the referrer details, it would be classified as Referred. On the other hand, Search traffic originates from search engines which obviously includes Google, as well as others such as Bing, or Yahoo assuming if they are still around. Social is another type of referred traffic channel, where obviously the referrer is either Facebook or Twitter or LinkedIn, what have you. Email is another special case of referral traffic where someone clicked a link contained in an email and ended up being on your website. Now, let me summarize. There are only two types of traffic mediums, Organic or Paid. Organic traffic can take various forms such as Direct, Search and Referral. Referral channel includes link referrals from web, social and emails.
Now, let’s discuss Paid traffic. Paid traffic is the fastest way to drive traffic to your website for your target keywords. However, anything you pay for in your business, you need to take into account your overall Return on Investment (or ROI) first. Mathematically speaking, ROI is equal to your Revenue minus Cost of Goods Sold (or COGS) plus Ad spend divided by overall COGS and Ad spend. Amazon uses another term known as Advertising Cost of Sale (or ACoS) which is nothing but your Ad spend divided by sales ($). Now that’s a little bit misleading Why? Because you have to put your ACoS in context of your overall FBA product cost structure and margins to ensure that you are making money despite the Ad spend with Amazon. With Ad spend, you need to know your break-even point within the context of your margins. Anyhow, Paid traffic as a whole is a special case of referral traffic where you are paying someone to send visitors to your website or a product listing on Amazon. For our discussion, you can consider three types of paid traffic, i.e. Pay Per Click (or PPC) campaigns such as Google AdWords, Social Campaigns such as Facebook Ads and Platforms Campaigns such as Amazon Ads. Let’s say you’re running Google AdWords for your targeted keywords, each time someone clicks on that Ad, Google charges you a certain amount. Facebook Ads are entirely different, because Facebook allows you to target based on demographics (e.g. gender and relationship status), Location, Interests (e.g. hobbies) and behaviors (e.g. purchase behaviors). Now, let me summarize. There is nothing inherently good or bad about paid traffic. When you’re starting out, using your website or on Amazon, you can use paid campaigns to drive traffic to generate some sales which would eventually help you to rank for your keywords. However, relying totally on paid traffic over long term is not something you want to do. You may ask, but How do I choose the right Ad platform? Well, at the end of the day, you need to find where your customers hang out, those platforms would provide you with maximum ROI with paid campaigns.
Organic or paid, at the end of the day your goal is to convert some of that traffic into paid customers. What am I talking about? You need to understand your sales funnel and goals, your conversion ratio target and treat traffic generation as part of the overall strategy. You can measure traffic using multitudes of metrics such as Sessions, Users, Page Views, Bounce Rates, Page Time, Channels, Time on Site, CTR, PPV, Mobile versus Desktop what have you. Google Analytics and Google Search Console are free tools and I strongly suggest that you use them on your web properties from day one. Without data insights, you can’t effectively benchmark, test and optimize your traffic strategy and improve it over time.
Now that we have covered our bases around Traffic, I would like to move to the most important topic around the subject of Traffic, which is Traffic Strategy. What am I talking about? Number one, Technical SEO (or Search Engine Optimization) and Number two, Content Marketing. Think of this way, when you’re building a house, what’s your most important goal? It is to lay down a solid foundation, that’s what Technical SEO means, you are laying down a strong technical foundation in three ways. Number one, One-Page SEO, which means optimizing your pages with the given content in a way that is optimized for your keywords and a solid user experience for your visitors. Number two, On-Site SEO, which is your way of making sure that search engines such as Google are able to crawl your website correctly for their internal consumption by their algorithms. Number three, Off-Site SEO, which means creating web links pointing back from other equal or higher authority websites back to your own. Why does that matter? Because Google uses quantity and quality of those backlinks from other websites as a way of establishing your own domain and page authority for Search Engine Results Page (or SERPs) for your topics and keywords. Unless your website contains topics and phrases which are so unique that nearly no one else has been indexed for them by Google, without proper backlink strategy, your chances of ranking for common keywords and phrases are pretty much zero – The only exception to this would be sites that already possess domain authority in the 60s or 70s. Backlinks are a secret sauce of ranking puzzle, and you can gain them either with some sort of outreach to other influencers or bloggers within your niche or you can buy them, or do both. This brings me to my last point, Content. Without RIGHT content, technical SEO will not help you. Did you notice that I didn’t say “GREAT” content which is what you’d hear from everyone else on the web – As they say, just write great content, and they will come. Unfortunately, it doesn’t work that way. What am I talking about? Yes, you need to create outstanding content but that’s not enough. When you create content, you need to think about what you’re targeting it for, i.e. are you targeting for more social shares, or for more engagement say number of Comments or to get more Backlinks. For backlinks, you need to deeply investigate what other bloggers or influencers in your niche consider as great content for backlinking to your site. You can also create content that optimizes for more than one of those goals at the same time. Now, let me summarize. What separates men from boys here so to speak, is having a Traffic Strategy. Great traffic strategy consists of Technical SEO and RIGHT content. You can use Yoast plugin on your WordPress website to optimize for on-page and on-site SEO. You can also hire an SEO agency for an initial audit and for executing your backlink strategy, so you can focus on generating awesome content.