How to Drive Traffic to Your Website: Winning the Traffic Race

A study by Google and Ipsos in 2016 found that mobile searches are on the rise, now representing about 30 percent of all traffic. How can businesses take advantage of this opportunity?

The “how to analyze competitor website traffic” is a topic that many marketers are interested in. This article will provide you with some helpful advice on how to use your competitors’ website traffic data to figure out what they’re doing right and what they’re doing wrong.

Given the continuing pandemic, global financial downturn, and decreasing customer confidence, achieving company growth in 2020 may seem like a tall order. 

Things, on the other hand, do not seem to be as bleak in the digital arena. The first half of the year saw a jump in “purchase online” searches, according to our Digital Marketing Trends in Ecommerce report. 

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As a result, many more firms now have a stronger motivation to go online or improve their current online presence in order to get a greater market share and attract more clients. 

However, this means that firms in a variety of sectors are now facing tougher competition and more challenges to overcome in order to get that first or 1000th client.

The first worry that firms must address in order to get a greater market share and more consumers is traffic. This article will discuss ways that companies may use to study market trends and rivals’ plans in order to increase traffic and convert visitors into purchases.

A few focused visitors are worth more than tens or hundreds of visits from a more wide audience, as seasoned digital marketers know. Visitors must suit the buyer persona of the company, which must be kept in mind while looking for fresh traffic.

So, taking a step back, before thinking about boosting or producing new traffic, firms must first ensure that their consumer persona is established. The market benchmarks and insights from rivals’ traffic acquisition tactics pave the road to winning the traffic race against other players after this phase is completed.

Looking at market traffic patterns is the first stage in developing a traffic growth plan; this will assist define the scope of prospective development targets. If your specialty is in decline as a whole, betting on a 400% rise in traffic might be a bad idea.

A quick Google Trends search may provide you with a bird’s eye perspective of what’s going on in your industry. 

A dip in traffic at Expedia may be explained by a decrease in the amount of searches for several important search keywords that they rank for:

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Of course, this is a rudimentary examination of market movements. A more in-depth perspective will be provided by several industry studies and more complex market research tools:

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We can see that the general tourist industry is down by looking at statistics from the Market Explorer tool, thus Expedia’s decline in traffic is a logical result. This means that, when visitor levels decline, companies like Expedia should compete for current (and diminishing) traffic with rivals.

If you’re in the industry, you undoubtedly know who your top rivals are; if not, a quick Google search can give you a good indication of the most successful businesses in your field. 

Go through this piece, which walks you through the process of identifying your competitors, to obtain a more accurate view.

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To make this phase less daunting, choose up to five of your closest competitors and begin analyzing their traffic creation tactics.

Because you don’t have access to your rivals’ internal traffic data, you’ll have to rely on solutions like Traffic Analytics to replicate the information you’d obtain from Google Analytics.

You may use Traffic Analytics to examine how your competitors prioritize traffic acquisition, whether it’s direct, referral, search, social, or sponsored traffic.

We discovered that Agoda has lately caught up to Expedia’s traffic counts by gaining a bigger percentage of visitors from sponsored campaigns (not necessarily reflecting higher ad spending) and social media:

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You may determine your marketing strategy’s weakest and strongest areas by looking at where rivals rank against your site in terms of traffic sources, and fine-tune it appropriately by looking at where competitors rank against your site in terms of traffic sources. 

Let’s take a look at each traffic source and see what you can do if you can identify a low proportion of traffic in a certain region while rivals take control.

Find out how much traffic a company’s website receives.

with the help of traffic analytics

ADS illustration

When companies see that their rivals are receiving a big percentage of direct traffic, they might conclude that their competitors are heavily spending in brand recognition and customer loyalty. 

Brands with a lengthy history of brand awareness, such as Amazon, Apple, and Facebook, are regarded as “blue chip” brands. Even firms like Dollar Shave Club, who have been betting on brand awareness initiatives, have the highest percentage of direct visitors (compared to other traffic sources):

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When individuals type a website’s URL into a web browser or save it, they are implying that they:

  • Word-of-mouth recommendation;
  • Online/offline initiatives have encouraged them; or
  • I’m returning to the site after a prior visit/purchase.

Tricks & Tips:

To increase direct traffic, you must use methods that promote the above-mentioned actions:

  • Simplify URLs: Choosing a distinctive brand name is vital for encouraging visitors to input your URL into a web browser, but having a simple, short URL is also important. 
  • Invest in brand awareness: People will only come to your site straight from a browser if they are already familiar with it. From billboards and business cards to YouTube display advertisements, offline and online marketing strategies may help increase brand awareness and direct visitors.
  • Encourage repeat visits: From a website’s user experience to unique online-only loyalty programs, your marketing approach should entice visitors to return and even bookmark your site.

Returning to Expedia’s website, the Expedia Rewards and List of Favourites features are specifically intended to boost client retention:

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Kayak is Expedia’s most prominent rival in terms of referral traffic, with cheapflights.com accounting for about 3% of all visits to Kayak’s site. 

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You may find your competitor’s most advantageous online relationships and strive to imitate their performance by discovering which sites refer to them.

Building alliances is a long-term process, but it is one that businesses should engage in since stealing traffic from rivals is a tactic that works in the majority of situations.

Tricks & Tips:

White-hat link-building is a more comprehensive strategy to attracting visits from high-authority sites. Among the many strategies available, we’ve identified a handful that are shown to be effective:

  • Get active on Quora: Quora’s sites appear on the first page of search results for numerous search queries. I perform some research (using SEMrush’s Domain Overview or a manual search) to see which Quora pages are currently ranking well enough. Then, add your two cents, along with a link to a related piece of content from your site.
  • Participate in forums and external group discussions: Reddit, Facebook Groups, and other sites with vast online communities are excellent sources of prospective traffic. Invest in a little community mingling and distribute links to high-value content/pages on your site (only when appropriate). 
  • Create original material: With so much noise and inauthentic content out there, every effort you put into developing original content should pay off.

For years, SEMrush has used this strategy: we’ve conducted unique industry studies and in-depth research on themes relating to our area, providing unique data and insights into the market. As a consequence, our results are regularly published by the world’s biggest media sites, providing our website with high-quality backlinks:

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Site optimization tactics are the foundation for getting ahead of competition in terms of search traffic. 

Because SEO is such a broad issue, we’ll provide some useful material that can help you focus your SEO efforts: 

  • This article walks you through the basic elements of SEO competitive analysis, from detecting keyword gaps to figuring out which search features your rivals are using while you aren’t.
  • This checklist will help you optimize your site for all aspects of SEO, including keywords, on- and off-page SEO, technical SEO, content, and more.

When considering SEO and rivals’ search traffic methods, there is one overlooked strategy to consider.

Expedia and Kayak are both worldwide corporations with offices across the world. When comparing the SEO performance of Expedia and Kayak in a given nation – in this example, Russia – we discovered that Kayak obtains the majority of its traffic from Yandex (a local search engine), but Expedia’s traffic from the Russian search engine is much lower:

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If you’re in charge of a worldwide brand, you should be on the lookout for new traffic sources. If you observe that your competitor’s domain receives a lot of search traffic from engines other than Google – such as Yandex, Bing, Baidu, DuckDuckGo, and so on – you should customize your SEO methods to those engines.

This essay will walk you through the SEO tactics for each of the 18 other search engines.

Discovering rivals’ social media strategy is critical when creating a brand’s own social presence for companies who are serious about social traffic. The number of followers does not reflect how many people visit the website and then convert to purchasers.

Despite having a far lesser number of followers across all social media accounts of both businesses, Agoda consistently outperforms Expedia when it comes to getting visitors from social networks:

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When comparing the visibility of each business across multiple social media platforms, we can find that Agoda receives 9X the amount of site views from YouTube as Expedia.

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Without going into the nitty-gritty of how Agoda gets its social media following to visit its site, we have a feeling it has something to do with its hilarious YouTube cartoons. 

Tricks & Tips:

You can utilize these insights and implement the following methods to draw your social audience back to your site after you have a better understanding of what makes your competitors’ social media success:

  • Special brand competitions should be announced on social media and entries should be limited to your website.
  • Make teasers for your finest material, whether it’s audio, video, or text, and link to the complete story on your website. 
  • Use enticing calls-to-action (CTAs) together with links that go to the website.

Budget constraints play an important role in choosing which paid traffic methods you may use. We’ve identified two strategies from a vast variety of options that will help you avoid mismanaging your ad budget while still targeting the right people.

Audiences of rivals should be remarketed on platforms that are relevant to them.

Given that you already know who your main rivals are, you can safely presume that you and each competition have distinct amounts of audience overlap. 

Agoda achieved 35 million users in July 2020, which Expedia could not attain. As a result, Agoda is a much more intriguing competitor to consider than Kayak.

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Traffic Analytics (Audience Insights report) and other tools might assist you figure out which rivals have the least comparable audience. Look into the platforms your particular audience frequents to target these people with your remarketing advertising on relevant sites to enhance your reach:

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Find publishers on the Google Display Network who have the best audience fit.

When deciding which publications to use for GDN placements, audience overlaps are also useful. 

We already stated that cheapflights.com sends a lot of traffic to Kayak. Check if this publication genuinely shares a major amount of your audience before giving GDN ad money to the platform.

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You may go ahead and run a GDN campaign targeted at people visiting the supplied platform if the overlap between your audience and the publisher is strong enough.

You may still be losing traffic or struggle to expand even after implementing the best traffic acquisition strategy across all channels. One cause might be that your rivals are implementing a strategy to’steal’ your traffic:

  • Your competitors may be running online ad campaigns for the keywords you’re attempting to rank for naturally. If this is the case, a quick Google search will reveal it. You may communicate to your competition that you are its target demographic by Googling your own brand name, but it may take a few searches before you see the competitor’s ad appear up.
  • Alternatively, they may bid on your branded keywords, resulting in your competitor’s site being the first item consumers see on the SERP when they type your brand name into the search box and click enter. 

We discovered that Agoda is bidding on Expedia’s branded term using SEMrush’s Keyword Gap tool, indicating that it is targeting visitors looking for hotel booking aggregator comparisons:

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To preserve your market share, you should continually be on the lookout for such approaches and run counter-bidding keyword campaigns.

With all of its keywords, link-building, and virality potential, content is the most important traffic generator. You don’t have to start developing content from scratch to save time and money and to optimize the value of current material. 

Optimizing current content may sometimes be a part of a data-driven content strategy that helps improve visitors.

You may use Google Search Console to locate your site’s underperforming pages and see if you can improve their exposure by optimizing them.

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You may utilize automated and bespoke solutions to prevent any human labor. 

You may just submit your site to Content Audit, and the program will automatically examine the performance of your pages. ImpactHero, the newest tool, will provide recommendations for improving your content’s ability to attract visitors and convert them. 

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Tricks & Tips:

Use GaryVee’s “reverse pyramid” technique to reach new audiences across many media, breathe fresh life into long-forgotten material, and maximize the potential of your content efforts:

  • ‘Pillar content’ should be created (or choose an existing one) – a long-form detailed post on a subject that your target audience cares about;
  • Convert this long-form item into a variety of short-form assets, such as videos, shorter blog posts, infographics, and more;
  • Distribute all materials throughout all relevant venues, including social media and Quora answers.

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If your website is displaying certain unhealthy indications, such as a poor page load time, your traffic acquisition efforts may be for nought. 

Driving more visitors to a site involves more than just the content. It also involves the technological backbone of your site. You can’t expect your site to rank highly if Google can’t locate, crawl, or index it, which means you’ll receive little to no search traffic.

This essay will offer you a broad overview of the most typical website faults from a technical SEO standpoint, but we’ll focus on one area in particular:

Page loading time

According to Google, “speed equals income.” Users are more likely to bounce off the page with each passing second, affecting your traffic generating efforts:

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Although Google’s John Mueller claims that there is no such thing as a “perfect site performance,” the “less is more” principle still applies:

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Use Google’s PageSpeed Insights tool to assess site performance. Essentially, speed enhancement entails:

  • reducing the size of the picture, and

  • Improving the response time of the server.

This article will walk you through the whole optimization procedure.

When it comes to increasing traffic and gaining a greater market share, you should constantly be aware of industry trends as well as your rivals’ plans and techniques. Keep an eye on the industry environment for game-changers; you don’t want to lose out on a new niche player using innovative marketing strategies. 

Nike, a market leader, is an excellent example of a company that pays attention to market trends. Its recent decision to make the Nike Training Club app permanently free sets the tone for other firms attempting to adapt to market and customer behavior disruptions caused by pandemics. Nike is able to keep its position as the industry leader by refusing to give market share to rival fitness applications and gym-trainers-turned-online-trainers. 

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Although being the ‘Nike’ of your niche is a daunting undertaking, you should look through each traffic source and optimize your techniques to remain in the game, if not ahead of the game. 

Recognize market traffic patterns.

Market Explorer is a tool that helps you find the best deals

ADS illustration

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Search engine optimization refers to the process of improving a website’s ranking in search engines. The goal is to increase the number of visitors to the site, and thus, increase traffic. Reference: search page engine optimization refers to.

Frequently Asked Questions

How can I increase social traffic to my website?

A: One of the most effective methods for increasing social traffic to your website is by participating in discussions on forums, groups and websites. These types of posts will help you reach a much wider audience than just uploading content or writing articles would.

How can I increase my website traffic without SEO?

A: Unfortunately, the best way to increase traffic for a website without SEO is through contests and giveaways. These are some of the most effective ways to draw in new visitors who might be interested in what you have on offer.

Related Tags

  • how does semrush calculate traffic
  • how to compare website traffic
  • google trends
  • semrush buyer persona
  • competitor bounce rate

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