Starting an online business can be a daunting task. Once you have crossed the initial barrier of setting up your online store comes the laborious challenge of getting your target audience to visit your site. Although this process can be difficult, it is absolutely essential in order to achieve success.
Driving traffic to your online store involves digital marketing, specifically two main approaches: search engine optimization and paid search. The two approaches work in tandem to drive quality traffic to your site and ultimately increase your conversion rate. This article aims to cover both marketing practices, how to do them and what the benefits are.
The first digital marketing method we are going to discuss is the process of improving organic traffic results. Organic search refers to the search engine results on google or bing that are ranked according to their relevance to the search term. This primarily involves search engine optimisation (SEO). SEO is a fundamental part of any effective marketing campaign and crucial to driving qualified traffic to your website.
SEO is a digital marketing strategy that focuses on building your website’s presence within search engine results. In order to use search engine optimisation effectively, it is important to understand how it works. From here you can use the necessary tactics to improve the visibility of your online store and increase your rankings in search engine results pages. Our Digital Team, a digital marketing agency of industry experts recommends implementing the following elements into your organic marketing strategy to assist with SEO:
Key Elements For Effective SEO
- Keyword focused content
- Compelling headline and meta description
- Build internal and external links
- Consistent content
- Fast load speed of site
SEO requires a lot of backend work that can be quite technical at times. The downside of search engine optimisation is that it does not provide you with instant results, however in the long term it is an effective strategy to improve your site’s visibility and boost traffic to your online business. Some of the benefits of SEO include:
Benefits of SEO
- Improved search engine results
- Increase site visibility
- Boost quality traffic to site
- Better return on investment
- Measurable results
On the other hand, if you are looking for some quicker results in the long term, you can use paid advertising to drive traffic to your site. This method is cost effective and allows your brand to become more visible in search engine results. This is due to the fact that paid ads are displayed at the very top of search engine results. Paid search works on a pay per click model. This is great if you have just started out and want to limit your ad spend. Paid ads on google or social media have the flexibility so that you can set a budget and the PPC model means you only pay if your advertisement gets a click.
Methods Of Paid Search
- Traditional advertising (PPC) through search engine ad text
- Google shopping
- Social media
- Display ads
Paid search requires relatively little work in comparison to SEO and is more of a short term strategy to create more instant results. It is a great way to drive targeted quality traffic with buying intent directly to your website.
Benefits Of Paid Search
- Short term quick results
- Cost effective and budget friendly
- Quick to execute
- Increases site traffic which can lead to conversions
So far we have covered the two key marketing methods that are essential in boosting traffic to your startup website. Using both methods is a great way to maximise your results both in the short and the long term. Paid search, as discussed, focuses on immediate results that drive traffic directly to your site. Organic search on the other hand is a longer strategy that aims to naturally improve your website so that it ranks higher on search engine results. Becoming more visible to consumers and ultimately driving organic traffic to your site.
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