Generating traffic is the primary goal of every website owner. Web traffic, basically, indicates the number of online users that visit a certain website. In other words, it measures how effective a site is when it comes to attracting visitors. Generating traffic can be a laborious thing to pull off, however. Especially with the ever changing algorithm of search engines, there is always no certainty that a website will induce enough traffic in no time. With that said, website owners turn to Web Traffic Optimization to increase their chances of attracting many online visitors. Web Traffic Optimization, also known as Search Engine Optimization (SEO), is the process of optimizing a website to make it more attractive to search engines. The more optimized a website is, the greater its chances are of ranking high on search engines like Google and Bing. There are two main kinds of WTO: On page optimization and off page optimization. Each of these kinds of WTO has corresponding practices that are best for increasing web traffic.
On Page Optimization
On page optimization is the process of optimizing the different parts of a website that affect search engine rankings. Its practices involve manipulating factors that are found on the website itself. This includes:
The title tag contains the title of a webpage. Essentially, it tells what a certain page of a website is all about. On search engines, title tags are shown as the clickable headlines that appear on a search engine results page (SERP). For a title tag to be an effective element of optimization, it should contain keywords or key phrases that online users type in on search engines. These keywords or key phrases must appear at the beginning of the title, which should be kept under 60 characters long only to avoid being cut off by search engines. It is also important that each title tag is unique to every webpage.
The meta description provides the brief summary of a webpage. It consists of short paragraphs that more or less advertise the content of a page to online searchers. For a meta description to be good, it should be compelling so that users will want to click on it. In addition, it should make use of keywords and key phrases wisely. The recommended length of a meta description is 150 to 160 characters. There should be no quotes or any non-alpha characters in it, as search engines usually cut them out.
A header tag, also known as the H1 tag, pretty much acts like the subject line of a web page. It contains information that are related to the title. Its purpose is to break up the page’s content into sections to make it more readable and relevant. For it to be more WTO-friendly, the H1 tag should make use of keywords or key phrases carefully. It should not be stuffed with too much of these, as the page may appear to be spamming. Commonly, the H1 tag should only make use of keywords once.
Content with Keywords
Content is the meat of a webpage. It is essentially where the discussion is. Obviously, the content of a webpage should satisfy the synopsis provided by the title, meta-description, and headings. To be effective, the content a page should be extremely relevant to the keywords or key phrases that it targets. These keywords should be used in the content only 4 times to avoid being recognized as spam by search engines. Most importantly, each content on a webpage should be unique. Copy pasting and duplicating content is largely forbidden in WTO, as search engines tend to penalize webpages with duplicated content.
Internal linking is the act of putting on a webpage a link that points to another page on the same website. In other words, internal links are links that allow visitors to navigate through the different pages of a site. The purpose of internal linking is to help strengthen keywords internally for pages. In general, a strong internal link has a good anchor text. The anchor text is the clickable text containing keywords that points to the target webpage. For example, instead of writing “Click here for our services”, one can write “Our company offers affordable self-publishing services” with ‘self-publishing services’ as the good anchor text.
Images are great in making a page more attractive and engaging. To make images more friendly for Web Traffic Optimization, they should have appropriate ALT tags. Essentially, an ALT tag is the name of an image. It tells what the image is all about. It is important for search engines, as these search engines and other robots cannot interpret images. In order to be good, an ALT tag should thoroughly describe what an image is. It should use dashes rather than underscores (e.g. web-traffic.jpg rather than web_traffic.jpg), and it should not contain non-alpha characters.
Off Page Optimization
Off page optimization is the process of getting links from other websites to increase the authority of a website domain. Unlike on page optimization, this kind of WTO consists of practices that manipulate factors outside the website. This includes:
A backlink is a link that points to an external website. Backlinks are important for WTO because they can be interpreted as a vote of confidence from one website to another. For example, if a website externally links to another website, it means that the former trusts the quality and relevance of the latter. For this reason, backlinks are used by search engines as indication of a webpage’s value. To make use of this tool efficiently, a website should ensure that the linking sites to its pages are popular and trustworthy. A domain with a high authority has greater chances of improving the search engine rankings of its linked pages.
Social Media Marketing
Social media marketing is the use of social media activities to improve a WTO campaign. To be fair, social media marketing does not directly boost the organic traffic of a website. Search engines do not consider social signals (i.e. social media shares or followers) when ranking a webpage or a website. Nonetheless, social media is still important because it helps website content to be indexed faster. For example, if a blog post on a website gets lots of attention on Facebook or Twitter, it will find its ways to Google’s index way easier and more immediately. In other words, social media marketing makes a huge difference to a website’s content marketing campaign. In addition, social media is also a place where one can build backlinks that will significantly impact on website traffic. To make use of social media better for WTO, a web property should make sure that it publishes social media content with quality and on a regular basis.
Guest blogging is the act of publishing a blog post on a third party website to promote a personal or corporate brand. Essentially, the purpose of guest blogging is to expose websites and brands to a relevant audience. As a consequence, it allows guest bloggers to attract traffic back to their websites and to boost their domain authority. To ensure the efficiency of this WTO tool, one should choose a guest blogging website with the right audience (e.g. if one is an author, he should publish a guest post on a literature blog) and write a quality blog post that will surely fascinate readers. Furthermore, as much as possible, a guest blogger should not link back more than once because it can be a ground for penalty by search engines.
Web Traffic Optimization is an essential element in building a website. It does not only increase the chances of generating traffic for a website, but it also improves the overall appearance of these internet sites. For novices, Web Traffic Optimization may sound like an intimidating term that only technology geeks can understand. However, in reality, WTO is actually a pretty simple thing to learn. By having the knowledge of its basics and best practices, one can easily master WTO with no sweat.