Unless you have a huge marketing budget, increasing traffic to your website is a matter of skill, perseverance and a bit of luck. That's according to Matt Buder Shapiro, cofounder and CMO of medical bill resolution platform MedPilot, who has boosted his company's traffic by 297 percent by implementing a few key strategies. Here's his advice on how you can do it, too.
1. Make the most of Search Engine Optimization (SEO).
"SEO" is a term that gets thrown around all the time in marketing circles, even though doing it right it tricky stuff. Essentially, it means designing your site so that's it's easy for search engine robots to crawl it and determine that you're offering content people want. How to do it? In addition to linking to your own content, link to other websites offering quality content. Not only will your readers appreciate it, doing so gives the site you connect with incentive to drive some of its traffic your way. Also, save images with descriptive and meaningful file names which bots will find, understand and promote. For more advice on the subject, check out Search Engine Land's fantastic tutorial.
2. Create engaging content.
In order for people to engage with your content, they need to believe your website is a credible source of information. It's a matter of positioning your brand as a thought leader in your space. Do it via well-written blogs that provide value to whoever stops by your site. Webinars that teach visitors something, or help them in some way, will help them to think of your website as a resource worth visiting again. "The trick is picking a topic that you can make fun and engaging," he says. "Make sure to also promote your material through social channels in order to increase your audience."
3. Position your brand as an industry insider on popular websites.
Join the viral community by contributing to sites like Reddit and Quora every day. A well-spoken representative of your brand giving an opinion or sharing knowledge in a forum can be a valuable source of free traffic to your site. "Don't be overly-promotional," he says. "If you provide insightful answers that people find intriguing, they'll be curious about the source."