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February 22, 2017
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It’s all too common for local businesses to come to us with the metrics and statistics from their competitors website and ask if we can replicate it in designing and building a website for them.

You will get thousands upon thousands of articles on the internet telling you how important increasing your web traffic is and offering you various ways (with varying levels of legitimacy) in which they can do this for you.

Of course traffic is an essential ingredient for a successful website - if you don’t have anyone visiting to hear about your product/services then the best website in the world won’t be any use. However, it being the be-all and end-all for your website? We’re not so sure…

We believe it’s time to debunk the myths around what makes a successful website and gives you some ideas on why you can ignore your competitors traffic statistics and focus on what really matters on your own.

Is your competitor data accurate?

Accurate data is the basis on which you can make an informed decision. Here at Infotex, we don’t base our PPC services or SEO audits on information that we know can’t be trusted. It’s key to understand whether or not the source of your information is credible.

Even if you have paid for a subscription to a competitive intelligence tool such as SEMrush or ahrefs, the level of accuracy within this data is still questionable and should always be taken with a pinch of salt. It’s all about where they have scraped their data from across the web and it will only be relevant within that specific data range.

What’s the quality of the traffic?

High traffic doesn’t necessarily mean the right kind of traffic. It can be very easy in fact to get a high volume of people visiting your website. It just might not be the right traffic for you.

We take over Adwords campaigns from clients who have spent thousands of pounds using generic keywords that have brought the wrong type of traffic to their website. This traffic consists of a proportion of people who are not interested in the product/services that you offer.  Due to the way some of the keyword targetting in Adwords works, keywords that appear relevant may still trigger for traffic that isn't on-target. They will have a high bounce rate (leave as soon as they arrive) that is no use to either you or the visitor. There are also spam bots that crawl pages across the Internet and often hit your website with phony or ghost traffic.

It’s like when someone pays for lots of followers on their Twitter account. Yes they may have 10,000 people following their account but these are usually either dead accounts or people that aren’t truly interested in what they have to say. Surely it is better to have 100 engaged followers who will read what you say and engage with your brand? You can see therefore that lots of people visiting your website doesn’t always mean that it is success.


What is essential is that you think about what you want your website to achieve and work at gaining the right kind of traffic for accomplishing that goal.


For example, it could be that your website offers repairs for remote control cars and your goal is to get the user to fill out an enquiry form on your contact page.


Is your website’s traffic converting?

Getting visitors that will convert on your website’s goals is what is really essential.

It may be that you’re focused on writing relevant and engaging content on your website’s blog which has a dedicated following. This can beneficial in many ways to your website but unless this content helps you towards gaining enquiries or conversions then you need to be rethinking your strategy.

Small tweaks and changes to the way in which you write and subtly promoting your services could mean that your readership takes a hit – however if it improves conversions then surely this was a successful change?

Remember that competitor’s website you were worried about earlier? A closer look might show that the goal for their website was completely different to yours. Perhaps their website’s purpose is to be informative rather than attain any conversion value. The truth is that you have no idea what your competitors’ marketing strategy and business goals are.

So what have we learnt here?

It’s time you sat down and had a think about what it really is that you want your website to achieve. This is something only you can do alone. It is fundamental to your website’s success that you have this clear in your mind before you start doing anything else.

Once you have done this then please get in touch and we would love to have a conversation with you on how you can concentrate on getting the right traffic to your website and getting them to convert on the goal you have specified.

 

Published in: Marketing, Business

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