You knows the basics, right? Great content, attractive landing page and a good number of incoming links are necessary for gaining the top search listing in Google search for a particular keyword phrase. The good old way to experiment with your landing page was to promote it with as many links as possible – either natural or paid. You drive traffic through social media promotions, Adwords campaigns and other channels but how do you ensure that your landing pages are going to stand the test of time?
Why Organic Traffic is So Important?
Before going into the finer details, let me clarify why organic traffic is critical and why you should focus on building a natural and expanding link portfolio, rather than target the same landing page over and over again. First and foremost, organic traffic drives the maximum number of conversions, sales and clicks. It was true 10 years ago and this law holds true till this date. Nothing can beat the conversion ratio of the “general user” who clicks the first result in Google search, when compared to the traffic received from Adword ads, banner advertisements, social media campaigns and so on.
And the most amazing part is that it is completely free, but needs a lot of effort and background preparations. Once you reach the top spot, traffic is going to flow in naturally and all you have to worry about it what you want the user to do, rather than how you get them.
Why Build a diverse link portfolio?
A lot of the webmasters I know repeat the same mistake of gaining link popularity of a particular page but wonder why their efforts are not showing results.
No longer anyone can gain a decent exposure on search, by gaining hundreds of links to a single landing page on any domain. Google and other search engines are well versed with such techniques and they can determine whether your link campaign is natural or marketed. It is certainly not deceptive but it is by no means recommended for better exposure.
Instead, you should try to get external links to deeper pages and let the Google juice flow across your entire domain. Different pages that relate to a single context are much more powerful than one page with tons of links.
Example: You want to get targeted traffic on your sales page which is about “Men’s footwear”. Instead of buying tons of links with the anchor text “Men’s footwear”, you should start a blog and talk about different men’s footwear, collections, trending items and so on. A blog gives you exposure in your niche and there is a high chance that other bloggers will pick your stories, link to them, tweet about it and share it.
The result is much more powerful and search engines interpret the following conclusion:
“Okay, this site has a blog and they regularly publish stories about “Men’s footwear”. Interestingly, a lot of other sites frequently link to different pages of the blog, which proves that this particular person isn’t link farming them or paying money for those links. This must be a wonderful resource, otherwise people won’t link so naturally to different pages on the blog”.
Now, when your blog gains a good level of trust, popularity and reach among it’s audience, you know how to hit the hammer when the iron is red hot. Prepare a call to action right below your blog posts and request your readers to check out your sales page – the landing page where you want to drive conversions.
More importantly, the more interesting and useful resource you have on your domain, the more trust you will command. The secret of getting more conversions is Trust, not just links and links and links. Get over it, start a blog and build it as if no one is listening. Your efforts will pay off after a due course of time and the results will be long lasting than before.
This guest post is written by Lior Levin, a marketing consultant who works for a company that provides a to-do list tool for businesses and individuals.