Introduction

Bloggers are not interested in Search engine optimization (SEO).  So what does all this have to do with your blog?  Search engine traffic assists to bring in new visitors to your blog.

How To Get More Search Traffic To Your Blog?  That is the million dollars question?

Traffic Sources

It is important to have a diverse number of sources for incoming traffic. The three primary source categories are:

  • direct visitors – the ones that visit your site by directly typing your URL in their browser address bar,
  • search visitors – the ones that visit your site based on a search query, and
  • referral visitors –visits your site because it was mentioned on another blog or site.

All three sources are important but have varying levels of conversion, so you should calculate how much each traffic source is converting and deal with them individually.

New/Unique Visitor Conversion

The way a first-time visitor interacts with your site is very different from how a returning visitor interacts. To improve first-time visitors conversions you have to isolate it from the conversion rates of your loyal or returning customers and determine what they see when they visit the website for the first time and how you can improve that experience. Usability plays an important role in reducing the bounce rate for first-timers.

Return Visitor Conversion

There are two questions you should be asking yourself. 1) Why did the person return, and 2) did the person convert the first time around, and if they didn’t, why not and how can you convert them the second time around. Keep in mind, even if someone didn’t convert as a new visitor, you made enough of an impression to get them to come back. Now that they have liked you enough to return, your goal is to isolate the return visitor conversion rate and figure out how to increase that.

Interactions Per Visit

Even if your visitors don’t convert, it is important to monitor their behavior on the site. What exactly are they doing, how can you get them to do more of it, and how can you influence this behavior into conversions? For example, what are your page view rates per unique visitors?  Are comments or reviews made? Each of these interactions is important, and your goal should be not only to increase these interactions.  Also, figure out how you can leverage these increased interactions into increased conversions.

Value Per Visit

The value of a visit and interactions are tied together.  You can calculate this simply as the number of visits divided by total value created. Intangibles make calculating value per visit is difficult. For example, blog visitors create value every time they add a page view to your traffic, but they also create an intangible value when they comment on your site. Similarly, visitors to e-commerce sites create value every time they purchase a product, but they also create a somewhat incalculable value when they leave a product review or when they spread word of mouth.

Cost Per Conversion

The corollary to value per visit, and one of the most important metrics, is the cost per conversion.  It doesn’t matter if you have high conversions and high value per visit if your costs are so prohibitive that your net income is zero or even negative. While trying to increase conversion, keep your costs per conversion and overall margins in mind.

Bounce Rate

Your initial goal when trying to increase all five of the metrics above is to minimize your visitor bounce rate. Meaning, visitors visit your site and immediately click away without doing anything.   Weak or irrelevant sources of traffic and landing pages can cause high bounce rates. Bounce rates for e-commerce sites are when people abandon their shopping cart without making a purchase. This is usually a result of an overly complicated checkout process.  Be sure to make the checkout process easy & friendly.

Exit Pages

Your bounce rates aren’t entirely derived from your home page. In many cases, your final call to action or conversion may be on page 2 or 3 of a process. Dig deep and figure out at what stage in the process your visitors are exiting the site. Then optimize the process accordingly to maximize your conversations.

 

Conclusion

A blogger must work on building a loyal readership while obtaining new visitors coming in as well. Enticing new visitors is how your blog grows.  Accomplish the method of converting those new visitors into regular readers.

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