Increased website traffic – a single marketing goal that has led to countless strategies. Getting more people to visit your website is the best way to increase conversions. But seeing the actual results of these strategies on your analytics software often leads to disappointment.
The field of digital marketing must continuously adapt to the changing algorithms, channels, and trends that influence it. In order to successfully increase your website visitors, you need to move with the times.
Getting more online traffic in 2020 requires slightly amended 2019 strategies; increased web traffic in 2021 will mean tweaking your current game plan.
A good marketer keeps up to date, but also needs the equivalent of a marketing crystal ball to predict future trends.
So let’s look at 7 ‘new’ strategies for more online traffic in 2020.
1. Google Search Engine Optimization
SEO has been paramount to increased website traffic since approximately 1997. The foundation of optimization has never changed – quality, reliable, updated content that encourages visitor engagement.
In the last couple of years, the bar has been raised to unparalleled standards. And in 2021, Google releases its Page Experience algorithm update. Yet another change to how we bring our websites higher up the SERPs.
The Page Experience update was to be released in 2020 but has been postponed due to COVID-19. This gives you plenty of time to ensure your visitors land on interesting, user-friendly pages. As the algorithm name suggests, ranking rewards are given if visitor experiences are positive.
To ensure this year’s most crucial Page Experience criteria – rapid loading, interactivity, and visual stability – use Core Web Vitals to achieve the following essential metrics:
- Loading speeds need to be a maximum of 2.5 seconds for you to avoid Google fines.
- The time between user interaction and response – interactivity or first input delay – must be under 100 milliseconds.
- In terms of visual stability, the 2020 Page Experience algorithm expects cumulative layout shift (the shifting of web page elements during page download) scores of under 0.1.
2. Other Search Engine Optimization
Most of us focus on the Google search engine – the biggest and most influential of them all. In August 2020, it attracted 92.05% of the global market. Because of this, Google is also the most expensive platform when it comes to ranking higher on Google SERPs.
While other search engines don’t have anywhere near Google’s outreach, SEO strategies for these are considerably cheaper. The second most popular global search engine is Bing, accounting for 2.83% of the worldwide market in August 2020, followed by Yahoo (1.65%), Baidu (0.98%), and Yandex (0.73%).
However, location is an extremely important factor. According to Statcounter, nearly 6% of the inhabitants of the Vatican City State use Bing, as do over 5% of Canadians. North Americans are much more likely to use Bing – 6.35%.
Statista, on the other hand, puts global Google users at just over 86% and Bing at 6.43% in July this year. Statista figures also show that US Google users only accounted for 79.84% in May 2020. The same chart reports that around 95% of Brazilians and only 6.69% of Chinese use Google. Which search engine(s) you advertise on is definitely not a one size fits all option.
3. Repurpose Content
Freshening up old content and posting it on various channels should be a priority if you want to keep your existing users and bring in new ones. This is a slow but sure way to increase web traffic. Informative and accessible content drives lots of traffic.
For some reason, not all of us want to publish blogs and articles on our websites or even maintain a social media page. Some don’t have the time. Others don’t have the knowhow. Or the budget. Or perhaps all three.
Ignore this strategy at your peril. If you don’t have the time or knowhow, find someone who does on Fiverr or Upwork.
Every visitor is looking for the answer to his or her question. “Where do I get the best deal for a pair of jeans?” “What’s the funniest meme to send to my partner? ” ” What does the trigeminal nerve do?” Whatever they ask, your goal is to provide the right answer for your target audience, and on as many media channels as possible.
If your answer is at all outdated and your competitor publishes more recent information on more channels, you lose both authority and leads.
As mobile devices and social media are increasingly used for search purposes, ensure responsive pages and social media presence that publish or post relevant and up-to-date content. There is no easy way out unless you spend money and hand over the task to a professional.
Beware, any e-commerce enterprise that isn’t implementing social media in 2020 won’t be an e-commerce enterprise by the middle of 2021.
4. Test, Test, Test
While A/B testing or split testing is nothing new, as recently as 2019, more than half of businesses admitted they did not have the time to test two different website page versions. Over 40% said they didn’t have the right tools.
Successful businesses use A/B testing regularly. Microsoft, for example, runs around 1,000 A/B tests every month.
So why aren’t you testing?
If Page Experience will affect search engine rankings in 2020 (and even more so in 2021), finding which version gets the most engagement is essential.
If you don’t have the visitor numbers necessary to gather important data, there’s a simple, cost-effective solution. Buy traffic online (human web traffic, not bot traffic) and analyze the results. You may not get as much engagement as with organic traffic, but you will be able to see tangible differences in visitor behavior.
5. Optimize for Voice Search
Google Nest, Amazon Echo, Apple HomePod, Siri, and Alexa…voice assistance is here to stay.
There have been many misquotations regarding the rise of voice search. The most common is the supposed Comscore prediction saying 50% of all searches would be done by voice in 2020.
This was actually said in 2014 by the then Chief Data Scientist of Baidu during an interview. The prediction referred to Baidu, not Google; Asian users are more in tune with this particular search method.
It might be more appropriate to look at the US or European smart speaker sales to get an indication of where this trend is going.
Strategy Analytics reports that there is indeed growth in sales across the board, although Baidu, Alibaba, and Xiaomi are responsible for the lion’s share of the market. Even so, Amazon, Google, and Apple smart speakers are experiencing growth at rates of between 16% (Amazon) and 65% (Apple).
During the pandemic lockdown, voice searches have become more popular. And once a habit like this begins, it is hard to let go. You should, therefore, be adapting your SEO to include voice search in 2020.
6. Buy Online Traffic Cheaply
Max Visits sells online traffic, so it’s only natural to include this method of increasing web visitors on our list.
But its inclusion is not simply a not-so-subtle sales ploy. Getting extra visitors to land on your rapidly loading, beautiful, up-to-date, and tested pages does not have to be completely organic.
Search engine optimization and social media channels are notoriously slow methods; paid online traffic is the quickest and simplest marketing strategy you will come across in 2020 and 2021.
It is important to note that even the latest search engine algorithms won’t lower your SERP ranking when you buy traffic online. At least, they won’t if your traffic is made up of humans (not bots) or if your outdated, boring, unpopular site suddenly experiences hundreds of thousands of visitors for no apparent reason.
If you can buy online traffic cheaply (and by cheaply, we mean no more than $0.08 per visitor but also no less than $0.015) and send this traffic to a good-quality website, you’re doing the right thing.
Digital marketing should mix as many cost-effective strategies as it can to increase visitor numbers. And paying for thousands of undifferentiated or targeted 100% human visitors is the only way to do this overnight.
7. Free Ads
You know all about paid ads (and should be investing in them), but free ads?! Is anything free anymore?
Free online advertising is available all over the Internet.
- Online directories (Bing Places, Yahoo! Local, Apple Maps)
- Social media (any channel provides a basic free account, from Facebook to Yelp)
- Curating websites (your subtle but slightly biased content on Reddit, Quora, ProductHunt)
- Online classifieds (eBay Classifieds, ClassifiedAds.com, Craigslist, Gumtree)
Integrate free advertising in every campaign. Free means you’ll have to submit your ads at regular intervals. Think carefully about your image and include shipping information or, where possible, local pickup opportunities for products.
That’s because local is a buzzword in peri- and post-pandemic e-commerce – make the most of every opportunity to advertise within your city limits.
Getting More Website Visitors in 2020
So there you have it. Seven ways to increase website visitors in 2020 that will work throughout 2021, too.
By using these quick and slower marketing methods, you not only increase visitor numbers, but you also encourage engagement and conversions.
Quality design, careful research, continuous testing, clever and responsive content, expansive (but not expensive) advertising, and a big boost of paid visitors is a winning combination every time.