Online Marketing – The quest for web traffic and quality links

Online marketing - the quest for traffic and links

Online marketing - the quest for website traffic and quality links

Building a website is usually the easy part; building awareness of your newly built website, so it appears in the search results is much harder.

The objective of online marketing is to bring highly targeted visitors to your website. Online marketing is a continuous quest for visitors (web traffic) and improved visitor conversion.

In a nutshell, there are three types of web traffic:

  • Search engine traffic
  • Referred traffic
  • Paid traffic

Search Engine Traffic

“Search engine traffic”, also called “organic search traffic” or the “natural web traffic”, is a result of your website being listed in the search results for the selected keywords. As there are literary millions of web pages competing for the first page of the search results, only the best  make it to the top of the heap.

Getting top listing in the search results is a contest in relevancy, authority and popularity. The amount of “organic traffic” a website receives depends on the position of your web page in the search results for a specific keyword.

To get any worthwhile traffic through organic listing, your web page must appear on the first page of the search results. According to the latest research (Dec 2010) conducted by one of the top US online marketing agencies, Optify Inc, a whooping 60% of total traffic for a specific keyword goes to the first three listings of the search results! . No wonder it is so difficult for many websites to attract any visitors.


Referred Traffic

Online marketing - Referred traffic -This way sign

Referred traffic is the traffic that is re-directed from a third party website to your website via a link. Before you receive any referred traffic, this link from other website to your website needs to be created.

You can create the links yourself, by posting comments on blogs, forums,  listing your website URL in online directories or through other internet marketing techniques, such as social bookmarking and content sharing.

Other people can also create links to your website by reading and bookmarking your web pages or by referring to it in the content in their own website or blog and adding a hyperlink to your website.

Directory Listings – Directory listing involves placing an ad or a link in one of the popular online directories such as,, GoldenPages or YellowPages. The effectiveness of directory advertising depends on the type of directory, its rank and popularity.

It is always a good idea to thoroughly research those factors, before you rush off and spend time and money listing your website. Some directories are free, other charge a monthly or annual fee for the listing.

Social Bookmarking – The primary value of social bookmarking is primarily in raising your site’s authority by creating links. However some bookmarkings can also pass valuable traffic.

Content Sharing – Content sharing involves posting relevant content that acts as a teaser on various content sharing sites and therefore creating links to your own site. If your content is interesting, the visitors follow the link to find out more about the products or services that you wrote about in the article. Content sharing includes Article Marketing, Video Marketing, Picture/Video sharing, Slide sharing etc.

Comments on blogs and forums – Posting comments on blogs and forums has a similar effect to content sharing, as long as you don’t use try to post a sales pitch, in which case you are most likely to get banned from that site. If your comments are relevant and helpful, the visitors follow the link in your signature and visit your website.

Social Media- Social Media is the latest buzzword when it comes to online marketing. Facebook, Twitter, Linked in and other Social Networks are rapidly gaining importance as online marketing channels. With over 500 million users, Facebook is now used by 1 in every 13 people on earth, with over 250 million of them (over 50%) who log in every day. As more and more business is conducted via the referrals, Social Media Marketing should be one of the most important components of your Online Marketing strategy.

Paid Web Traffic

Online marketing - paid traffic

Although there are many methods of generating paid web traffic, the most popular are:

  • banner advertising on high traffic websites
  • email marketing
  • newsletter ads
  • Pay-Per-Click advertising (PPC) on Search Engines and Social Media
Banner advertising plays an important role in brand promotion. It is also a quite popular method of generating traffic. The cost of banner advertising is usually quoted per 1000 impressions, that is number of times the banner is displayed on the page (Cost Per Mille/CPM or Cost Per Thousand/CPT).
The cost again is dependent on the popularity of the website the banner is placed (e.g. its rank, amount of traffic it generates and how targeted this traffic is) as well as the size of the banner and its position on the web page.

Email Marketing involves sending sales-oriented emails to a list of potential customers. The email usually includes a link to your website and it is a cheap way to generate traffic. However, before you rush off and start sending unsolicited emails, you first need to consider legal constraints applicable in your target market.

For example, it is illegal in the United States to send unsolicited emails. If you violate this law, you could be heavily fined. This happened recently to a US company in California. The company was ordered to pay $7,000 in damages for sending an unsolicited and misleading commercial email. To avoid similar situation, it is best to send commercial emails only to people who opted in to receive sales information from you (and are therefore part of your mailing list).

Newsletter Advertising involves using someone else’s mailing list to generate traffic to your own site by placing an ad in someone else’s newsletter. It is frequently a very cost effective method of traffic generation.

Pay-Per-Click Advertising (PPC) is offered by most search engines  and social networks. The best known Pay Per Click program is Google Adwords.  In Pay Per Click Advertising you are only charged when someone clicks on your ad and visits your target website. The cost of each click is determined via an auction and it depends on a number of factors such as popularity of your targeted keyword, quality score received by your ad and the relevance of your website.

Paid methods of traffic generation, especially PPC Advertising, can be very effective, especially if your website is new or you are targeting very competitive keywords and you need to generate traffic quickly.

Unfortunately PPC Advertising can also prove very costly if you don’t know what you are doing. To get the best return on your marketing investment and limit your risk, it is advisable that you consult a professional before you embark on any paid traffic generation campaign.


Getahead Online Marketing Services

We offer Online Marketing Services that target all three sources of web traffic: search engine traffic, referred traffic and paid traffic. We don’t use any Link Farms, automated spam postings or cheap, outsourced link-building services, as in our opinion these strategies are ineffective and can get your site penalised by Google. 

To discuss how we can help you promote you your business online, contact us.

Depending on your marketing budget and your short and long term marketing objectives, we can recommend an Online Marketing Strategy that will bring you the best return on your marketing investment.

Contact details

090 9759542



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