Three Ways to Reduce Irrelevant Web Traffic

Bumper-to-bumper trafficThere are two types of traffic: The bumper-to-bumper kind the general public spends 38 hours a year stuck in and the kind that online marketers love. You can probably guess which type of traffic this post is about.

On a typical day, 71 percent of Americans use the Internet to generate tons of traffic shopping online, interacting on social media, clicking ads, etc.

Some marketers read this statistic and try to play the numbers game to get visitors to their sites. They use their pay-per-click (PPC) budgets to maximize their reach and accumulate the highest possible number of clicks. The problem with this strategy, however, is that not all traffic is the right traffic.

Don't sacrifice relevance for reach.

Check out the following three simple ways you can attract profitable prospects without wasting money on dead-end clicks.

Use Descriptive Keywords

When you're trying to get to your destination, you probably reference the signs on the highway. Think of your keywords like these signs. If you select vague PPC keywords, your high-quality prospects will miss their exit to your content (which is bad for both of you).

The words you use to describe your business matter. If you need help identifying high-converting keywords so you can bid on similar ones, try using a web optimization tool. The more targeted your keywords are, the more likely you are to find prospects that are a good fit for your company.


Generate Inbound Links

When you're sitting in traffic bored, you might check out the bumper stickers on the cars near you. These bumper stickers are much like inbound links. It's free advertising for the company on the sticker.

The inbound links that thought leaders post in their content not only drive legitimate leads to your site but also help you improve your keyword rankings. Some awesome ways to generate more inbound links include blog writing, using social sharing buttons, asking for reviews and creating relationships with complementary businesses.

Provide Relevant Content


After you've read all the bumper stickers, you'll probably look to the billboards that line the highways for reading material. These billboards can teach you a lot about good content. Interesting content is original, eye-catching, to the point and wrapped up with a clear call to action (not a text-heavy sales pitch that puts your audience to sleep at the wheel).

You can tailor your content to consumers in any stage of the buying cycle. Start by writing unique blog posts and articles that answer your prospects' questions and/or help them solve their problems. In your blogs, link to white papers and other resources you've written that tell them more about your business.

When your prospects download your content and opt into your mailing list, email them demo videos and customer testimonials so they can further evaluate your products and services.

We all want more web traffic, but only if it's composed of relevant leads that are on the road to generating revenue. Want more tips on how to use your budget wisely to generate leads? Get them in our post "Five Ways to Get the Best Bang for Your Marketing Buck."