Traffic is like living water from a fairy tale: the more it is, the more successful the project is both in terms of fame and in terms of achieving conversion goals. Knowledge about its sources will help increase traffic.

The text is based on the materials of the webinar, which was conducted by Roman Molchanov as part of the course "Internet marketer from Ingate".

Webinar recording

Time saving

4 ways to get visitors from search

1. SEO (organic search results from Yandex, Google, Mail, Bing, etc.)

The most popular traffic acquisition channel. When moving through the search, keep in mind that in topics such as medicine, real estate and banks, all high-frequency and mid-frequency queries are taken by various aggregators. In these topics, work with low-frequency queries with a regional reference. In other directions this channel still works well.

2. Yandex.Direct and Google AdWords search blocks

Contextual advertising mainly generates traffic based on actual needs. If you enter an unformed market with a product, then there will be no demand as such. Contextual advertising has lost its leading position in e-commerce. Price- and commodity aggregators took the lead.

3. Yandex.Maps and Google Maps

This the way is fine primarily to companies in the B2C sector, such as banks, pharmacies, catering chains. For example, you can specify a point of sale on a map. At the moment when a geolocation request is received from a potential client in the search, it is your store that will be shown. There is important nuance: as a rule, the search query is blurry - “moccasin shoe store”, “pharmacy nearby” and so on.

In order for Yandex or Google to show exactly your store, it must have a correctly filled out company card, a high rating and positive reviews. Be sure to ask your customers to write reviews and rate cards. Also keep in mind that the mark of your office or point of sale is payable service from the search engines.

If we compare search, context and priority placement in Yandex.Maps, then the cost of traffic to the site is reduced by 5–7 times due to the use of maps.

4. Image search

We fill in the ALT and TITLE attributes of the IMG tag, give a readable name to the image file and try to place it as high as possible on the page.

5 ways to get traffic from ad networks

1. Yandex.Direct and Google AdWords advertising networks

When using YAN and Google Adwords, you first need to understand what goal you want to achieve. And based on this, make visuals.

2. Display advertising

The main rule in media advertising is that you cannot place it without some specific message or offer. If you just decide to promote yourself without being tied to any offer, unfortunately, nothing will come of it. To choose a platform for media advertising, use SimilarWebs, Serpstat, Adindex and others. Carefully study the media kits that the sites have.

You need to know for sure that on the portal where you are going to advertise, there is your the target audience.

The main tool for evaluating the impact of display advertising today is linear attribution.

3. CPA networks

When using CPA networks, you pay for the result. These can be certain actions, such as registration, going to the site, or making a direct purchase.

4. Teaser networks

Teaser networks serve to generate cheap traffic. At the same time, this channel is associated with fraud, with motivated traffic. Suitable for generating outreach traffic when you need to sparkle somewhere for a while. Still, think ten times before including it in your advertising strategy.

5. Programmatic RTB

RTB allows you to buy impressions on different sites, adjusting not to the site, but to the settings of the target audience. Programmatic is well suited for the financial sector and real estate.

3 remarketing options

1. Remarketing (PPC channels, social networks)

When setting up remarketing, keep in mind the user's path, which he must go to the goal, and, depending on this, set up visuals.

The target action process has many iterations and includes many touch points that precede the actual target action.

2. Dynamic remarketing (Google AdWords, Criteo)

Dynamic remarketing can be implemented through standard Google Merchant Center, Google Adwords, or third-party services such as Criteo and others. Great for e-commerce.

3. Look-alike traffic expansion based on remarketing data

By targeting similar audiences, you can significantly increase your sales funnel by attracting new users.

8 ways to attract customers from social networks

1. Targeted advertising on Facebook and Instagram

Carousel ads work well on Facebook right now, whether it's for special offers or generating traffic to the site. Leads come in high quality.

2. Targeted advertising on VKontakte

In VKontakte, it is important to be able to target the target audience. Real estate works well. But financial topics it currently does not show good results in either traffic or conversion actions.

3. Targeted advertising in MyTarget

A great social traffic aggregator that brings loyal and quality traffic to your website. Everyone loves MyTarget and uses it to its fullest.

4. Promo posts

At the moment it is one of better ways attracting traffic from social networks. Using the services of Target Hunter, Cerebro and others, you can collect the audience of social networks up to the last activity. By correctly painting the portrait of the target audience, you will get really high-quality traffic. Promotional posts work well for events, services, as part of promotions in e-commerce.

5. Paid posts ordered directly or through exchanges

It makes sense to place custom posts with celebrities or brand advocates. You can find such people on your own or with the help of exchanges such as Sociate. Before buying a post, study the profile of a celebrity or activity in a group. If you guess right with the audience, you will find an influx of new users to your site.

6. Comments under popular posts

The main rule of promotion in the comments is no advertising text, anchors, UTM tags, etc., only the native ad format and a link.

If the celebrity himself or the group administrator copies and puts this link somewhere, then we will get not only traffic, but also brand advocates.

7. Viral content

it hard way generating traffic, but if you manage to start it, then a chain reaction will start. An example of viral advertising is the news "Pushkin and Lenin fought on Red Square because of a client." Even Yandex began to promote this news, without understanding that this was an advertisement for the Pushkin series on STS.

8. Links from Popular Profiles

For example, you can find profiles of popular Counter-Strike: Global Offensive YouTubers on Steam, contact them and arrange to place your link in their profiles.

5 content marketing formats that bring traffic

1. Blogging

The main thing for a blog is to be alive. This means that it must be carried out regularly. In this case, the blog will generate traffic to the main site.

2. Publication of articles

In promoting articles, it is important to determine the right sites to host them based on your business. Content should be interesting to the target audience and be as native as possible. It is important that the audience believe you, then in the future they will turn to you to solve their problem.

3. Expert comments in articles

Use services like Pressfeed and others. By answering questions from journalists, you thereby gain expertise in the eyes of potential buyers. And mentioning your company or website in an article increases traffic.

4. Book publishing

The publication of books emphasizes your solidity and authority in the market. This type content allows you to organize an additional source of traffic by publishing links in the text of the book.

5. Webinars

Webinars are great at converting viewers into buyers. A well-known blogger and marketer, the founder of KISSmetrics, Neil Patel, cited data that, after holding 77 webinars, he attracted over half a million people to his site, of which about 17,000 became buyers of his services.

2 ways to attract an audience from video hosting

1. YouTube video promotion

Video promotion works great for traffic generation. For example, you tell how to repair a house. People are interested and go to the site.

2. YouTube video ads

20 other ways to bring customers to your site

1. Posts on thematic forums

Traffic from forums is the cheapest, it is even cheaper than commodity aggregators. At the same time, quality, because forum visitors, as a rule, come there with a specific goal, a question, for help, and so on. It is enough to place posts with native advertising once, and they will generate clicks for a long time.

2. Commodity aggregators

Ideal for e-commerce. If you are selling something, go there first.

3. Advertising on Avito

Avito can implement two marketing strategies. The first is the purchase of contextual advertising. It is cheap and allows you to get high-quality traffic. The second is the use of priority placement. With it, you can advertise sites with services or stores. Many place an ad ostensibly from a private person and then transfer the person to their site.

4. Branding a forum thread on specialized sites

This type of advertising works well in the long run. Cheaper than contextual and display advertising, plus it allows you to increase brand awareness. It is often said that all conversations have gone to social networks. It's not, the forums feel great.

5. Sponsorship/partnership

An extended version of traffic generation from a branded forum - sponsorship and partnership: for example, branding the main page of Lostfilm. Of course, it is expensive, and not everyone can afford it, but it is effective.

6. Traffic from photo hosting sites

7. Email newsletters

There are two types of email newsletters - trigger and content. Triggers are good to use in e-commerce. For example, a user visits a website, puts something in the shopping cart, but ends up not buying anything. The “abandoned cart” trigger fires, a discount email is immediately sent to the mail, and as a result, a person buys a product. And after a while, the cross-selling trigger is triggered and the client receives a letter with an offer of a related product.

You can congratulate him on his birthday, from time to time announce promotions, send special offers, and so on.

8. Coupons

If you work out the regional binding correctly, then you can get cheap and high-quality traffic from the coupon by placing display ads. Goods related to the entertainment industry, such as concert tickets, will do well here. In addition, you can use the mailing list based on the coupon.

9. Links in the footer of client sites

Suitable for studios that develop websites. Specify in the agreement on the creation of the site the placement of a link to you in the footer. The more sites, the more traffic.

10. Broadcast RSS Feed

An extravagant way to communicate with the audience, but nevertheless, if you constantly publish news on your site, you can return the target audience to the site by broadcasting news about the company.

11. Ratings

12. Affiliate programs

A good example of an affiliate program is the Mnogo.ru club. Various promotions with discounts are held for its participants. This solution is suitable for e-commerce as a lead provider.

13. Offline advertising with QR codes and discount coupons

QR codes or discounts can be placed on checks, handouts, coupons. Until paper is banned, this way of generating traffic to the site will live on.

14. SMS mailings

15. Link when copying text

16. Posting on reviews

Positive reviews on the websites of specialized services and in their applications will add another small trickle of traffic.

17. Advertising in mobile applications

There is a stereotype that advertising in mobile applications should be directed primarily to itself, that is, to other mobile applications. This is not true. Advertising of real estate or financial services brings a good result. But here it is especially important to carefully study the traffic, as users often simply miss the closing cross on the banner.

18. Placement in the service otvet.mail.ru

We are looking for questions on our subject and then in a native format, with a link, we post the answer.

19. Messengers: WhatsApp, Viber, Telegram

Even after being blocked, Telegram channels remain providers of quality traffic.

20. Catalogs and reference books

Catalogs and directories also give a small flow of traffic. Just put your company information there.

Summarize

The number of visitors is one of the main indicators of the success of a project in any area of ​​Internet business. Use the guidelines above for your project.

Do not forget to conduct a qualitative analysis of traffic sources. It is important not only to apply all 50 methods, but to choose the most effective ones for you.

You can learn more about how to analyze incoming traffic, plan promotion and develop advertising and PR strategies, and then apply the acquired skills in practice by completing an internship at one of the top Russian digital agencies by signing up for a course.

Traffic source

How to receive targeted traffic to a website, blog, affiliate products, services, or to any companies and projects for free? How to bring 100,000 people per month to your personal website? What should be on your resource in order not only to attract as many real interested visitors as possible, but also to convert them into business partners, or into buyers of goods and services.

Hello friends. Natalia Butenko is with you, and in this article, under the heading "" I will briefly describe 7 main ways to bring targeted user traffic to your site, completely free. And I will make a short announcement of the new course "100,000 people per month to your personal website." This course is not for sale in Runet, it can only be received as a gift, as

So, the goal of any blogger is to bring as many real visitors as possible per day to your blog. This is called targeted website traffic. And of course, it is desirable that these are not robots or bots, but live interested visitors.

free targeted traffic sources

Here's what you need to do to get people to visit your site en masse. How to keep them on your resource? How and what needs to be done in order for your audience to perform targeted actions? About this, and will be discussed.

But first, remember one main truth. Attracting targeted traffic to the site is an ongoing task, and therefore, it needs to be worked on regularly and correctly.

Well, now.

7 free and basic ways to get traffic:

1. Search engine optimization of the site.

In order to bring the target audience from search engines to each page of the site. You must use keywords, and be able to optimize each article, in accordance with the new rules of SEO optimization.

Although, today, to get traffic from search engines, SEO optimization has lost its importance a little. But, it still remains the main means by which, from search engines, exactly target users come to your site for free.

It is search engines that have always been and will remain the main source of free targeted influx of users. Therefore, if you want to always have high traffic, you just need to learn the new rules of SEO optimization, take the time, and put in some effort.

2. Regular content updates.

In order to constantly attract new users, and build a loyal relationship with an audience of regular readers. And also, in order for your resource to be liked by the PS, you must update the information on the blog as often as possible.

If the content of your site is useful, easy to read and will be updated frequently. Then every time it is updated, regular readers will come to you to see what's new you have added.
In addition, regularly updating the site teaches PS robots to bypass your blog. And this helps good indexing, and fast issuance in search engines.

3. Visitors from social bookmarks.

Adding a link to each new article on popular social bookmarking services (without nofollow and redirects) helps speed up the indexing of these pages by search engines, attract the target audience, and get long-term traffic.

Popular social bookmarking sites.

1.Memori.ru
2. Bobrdobr.ru
3. Moemesto.ru
4. Mister-wong.ru
5. News2.ru
6. Vaau.ru
7. Google.com/bookmarks
8.Friendfeed.com
10. 100zakladok.ru
11.Toodoo.ru
12. Webmarks.ru
13. Linkomatic.ru
14. Zakladki.yandex.ru
15. Zakladok.net
16. Newsland.ru
17.delicious.com

All social bookmarking services are primarily designed for users, and each of them has a vibrant community. That is why they can be used both for promotion in search engines and for getting readers from the links you have published.

But, in order for as many users as possible to visit your article from social bookmarks. You should work hard on the description and title of the published bookmark.

In the description, try to highlight the most intriguing and interesting points from your article. And try to make the title flashy, memorable and bright, which can interest a person.

Be sure to add keywords to the social bookmark in the title, in the description, and in the tags. This will help you quickly get your bookmarked to interested readers for a specific keyword search.

4. Users from popular social networks.

get targeted traffic

It certainly takes a lot of time, but it's worth it. Since social networks are free and a pretty good source of targeted traffic. And when right approach, an incoming audience from social networks, may well surpass search traffic.

5. Free courses, products or services.

Give the readers of your site the opportunity to learn something useful or offer to download a course for free. Or create a "My Services" page and write how you can help your readers for free.

If you give your audience something useful just like that. This will help you become popular in your niche, and will help increase traffic to your resource.

In addition, by giving something for free, you can quickly and for free collect your subscription base, get targeted free traffic, and subscribers.

For example:

Right now, you can pick up as a gift for free 5 useful courses on traffic .

6. Create viral content.

You should try to create valuable, high-quality and interesting material. It is this material that can become viral, and contribute to free distribution.

And here is what and how to do so that your material becomes viral, and can constantly bring a huge number of people to your site. I suggest you learn from the new and expensive course "100,000 people per month to your personal site"

Course announcement.

7. The address of your site in the signature on the forums.

If you visit popular forums with very high daily traffic. Then you just need to add your website URL to your signature in your profile.

And of course, communicate more and be an active user of this forum. This simple method is able to provide an excellent influx of targeted traffic for free on a daily basis.

To refer readers from popular forums, you just need to be an active user and post interesting posts on an open topic.
And if your message is viewed, then, as a rule, a person is interested in learning something about you. Accordingly, he follows the link to your site, which you have registered in your signature.

target audience traffic

Well, that's probably all, on the issue of free targeted traffic to the site. And if you start using these simple tricks, or study a new course, then the question of how to attract targeted traffic will no longer interest you.

Well, in conclusion, once again about the course from the American. If you really want to bring 100,000 interested people every month to your personal blog, build a business, and start making decent money.

This information is not yet available on RuNet, so by giving away this expensive topic in exchange for paid partners to the Pro level, you can easily

Targeted traffic to the site is the real and potential customers of the company. It's not enough just to get traffic. It is important that it helps to solve the tasks facing the site. So what is targeted traffic?

Targeted traffic is users who are interested in the goods, services, information presented on the site, as well as in performing certain targeted actions on it (placing an application, placing an order, calling the office, studying or using content, etc.).

In other words, these are site visitors, most of whom will turn into customers of the company. Of course, much depends on what is the target action. It is one thing when an information resource is looking for regular readers, and quite another is a site that wants to sell cucumber seedlings via the Internet.

In this book, we will talk about methods for attracting targeted traffic in a situation where the desired target action is defined and the site owner understands exactly what kind of visitors he wants to see on his company's Internet resource.

There are various channels for attracting targeted traffic. We offer a classification without direct advertising on websites and black hat SEO methods (cheating by robots, etc.).

Search promotion

Search promotion is one of the most effective channels for attracting customers. Its competitive advantage is the work not only to achieve the set goals, but also to get a return in the long term. Gradually investing in the development of the site, search engine optimization and usability, you make a contribution to the future of the project, to the reserve that will be for a long time work for results.

Search promotion is one of the most reliable and effective channels for attracting targeted traffic, because it meets the needs of the user, satisfies his interest according to the query entered in the search line.

contextual advertising

Properly constructed contextual advertising (CP) is suitable for attracting traffic in most topics presented on the Internet, for the products / services of which there is a demand on the network. CR gives excellent results in increasing the flow of low-cost traffic to information portals (due to the low cost per click).

One of the tasks that CR does perhaps best is sales promotion. The ability to narrowly target ads on demand and write text with a message for a specific audience allows you to attract targeted visitors.

Another task that this channel successfully solves is increasing brand awareness. If the site has a good assortment and has a sufficient number of visitors, soon after the launch of the CD, there is a significant increase in the weight of the company's brand among competitors.

CR is also great for launching a new product on the market. For example, Google AdWords has the ability to independently choose sites to place banners and/or text ads on. This type of targeting, combined with minus non-target words (see psed. for details), allows you to show the most relevant ads to potential consumers of a new product / service.

Social networks

Almost all social media allow you to post links to third-party sites, through which traffic can be directed to where you want. And this means that millions of social network users can become your visitors.

To successfully attract traffic, it is important to use all the possibilities of social networks, including:

• targeting with detailed settings (down to your favorite cheese, parrot name, etc.);
• viral distribution of content (when users themselves replicate your content);
• social proof mechanism (reviews, image articles, etc., see more details here), etc.

Communities with thematic publications (content projects in social networks) can provide a significant amount of targeted traffic. However, in this case, much will depend on the acquisition strategy and on the loyalty of the audience.

We will discuss the details of each of the techniques described above in more detail in subsequent chapters.

Other channels

Direct traffic to the site is clicks from bookmarks or entering the URL of your site in address bar browser. This channel gives the most loyal traffic, because the visitor knows about your resource, has an idea about the service and, if necessary, returns to this site.

Such traffic can be influenced only through other marketing channels that work for brand awareness (online and offline advertising).

Transitions from other sites are provided by banners, referral (affiliate) programs, forum posts, thematic advertising articles on other sites, etc. We are talking about various sources where links to the site are placed, through which users go to a specific resource.

All these channels occupy an insignificant market share and solve mainly specific tasks.

Channels for attracting traffic in facts and figures

In terms of investment volume search promotion and KR are comparable only to media advertising (according to the results of the study "Economics" Runet "2013-2014", NP "RAEK" and the National Research University - Higher School of Economics). However, during the crisis, the situation in the online advertising market has changed radically. According to a survey by the Proximity agency, which is part of the BBDO Russia group of companies, in 2015 business representatives place their bets primarily on CR, SEO and SMM (see more details):

Rice. one. The most popular areas of online advertising in 2015 (according to business representatives)

Web development (53%), performance marketing (43%), online commerce (33%), mobile advertising (30%) were also among the priorities. In general, the responses to the question about priority media channels showed that investments in radio, TV and press advertising will decrease (according to the results of the same study.).

Next, we will look at forecasting and the specifics of attracting traffic through the two largest channels (SEO and CR), as well as one of the most promising areas - SMM. We will evaluate the effectiveness of each of them, taking into account the features various types sites.

Site Analysis, or Traffic Potential

Any resource that offers a product, service or information is potentially interesting to the user. But how do you know how much traffic you can drive to your site? What are the limitations and advantages when working with one or another Internet marketing channel?

Ruslan Mukhametkhanov

The amount of traffic that can be attracted to a website depends on many factors. But all of them are divided into those that can be improved in the process of work (for example, usability, site development, content quality, etc.), and those that will be difficult to influence as part of the marketing campaign. For example, in order for the site women's clothing complement with a line of shoes with fitting and free shipping need to rethink the entire business strategy. That is, at the stage of traffic forecasting, it will be a women's clothing site and nothing more. We will talk about such basic characteristics of the site, the initial data, first of all, since their objective assessment allows us to make an accurate and realistic forecast.

Subject

This is the first factor that largely determines how much traffic can be brought to the site. Everything is natural: if a wide range of people have a need for the presented information or a product / service, it is easier to attract organic traffic than in the case of a highly specialized resource.

In any case, the most accurate analysis of the subject of the site and the magnitude of demand is an analysis based on experience with the resources of this area.

If you do not have experience in promoting a site in various topics, you can resort to the evaluation method using well-known tools such as SimlarWeb and Alexa. They allow you to find out the structure of traffic to the site, assess the possible demand and get an idea about the effectiveness of certain marketing channels in a particular topic. However this method gives big error. The fact is that these services do not provide information about the share of branded traffic (when people search the web not for goods and services, but for the website of a particular company), and this value can significantly distort the statistics and, as a result, the forecast itself.

You can also get quantitative characteristics of demand using the Yandex.Wordstat statistics system. Let's look at an example.

The site sells women's clothing. Having experience in promoting this topic, we can safely say that it has great potential. It remains for the specialist to determine only specific numerical characteristics of demand, taking into account the volume of products presented and the development of the site.

However, even if SEO experience and knowledge are not enough, you can evaluate the niche according to Yandex.Wordstat. To do this, we will select a query that characterizes the products presented on the site, for example, "buy a dress in an online store." As you can see (Fig. 2), the number of impressions for this query and its loop (dirty demand) in the Moscow region exceeded 27,000:

Rice. 2.

For comparison, let's take the site of a company that deals exclusively with refilling printers. As you can see (Fig. 3), about 4,000 people were interested in this service per month:

Rice. 3. Data on the number of impressions in Yandex.Wordstat

As you can see, the resource’s topic and, as a result, the demand for the goods / services offered by the site to the greatest extent depends on its potential to attract organic traffic.

Ruslan Mukhametkhanov, leading specialist in search promotion of Ingate Digital Agency:

Do not be upset if the traffic potential of your site in terms of topics is small. In any case, work should be carried out to attract organic traffic. However, since the data on the number of visitors will not be indicative, the effectiveness should be evaluated, for example, by the achieved positions in the issuance of search engines (PS).

Site scope

An important role is played by the number of pages in the index of search engines, as well as the number of goods / services presented on the site.

Number of pages in PS index

If the site page is not in the index, it is impossible to bring visitors to it.

One of the reasons why pages are not indexed is that from the point of view of the search engine, they are uninformative and not useful to visitors. Other factors may include:

• non-unique content, duplicate content on the site;
• pages without text, auto-generated or technical pages;
• sanctions (ban) imposed on the site by search engines (see more).

If the analysis of the site reveals a significant discrepancy between the number of pages in the PS index and their total number, it is necessary to adjust the traffic forecast taking into account the work on indexing. It should be understood that the flow of users will not begin immediately after the search engine indexes the pages.

The number of pages in the PS index is also important for information sites: the more materials on specific topics on the portal, the more significant the resource compared to competitors. Also, the general relevance of the site pages to the search phrase plays a special role (the more documents are devoted to a specific topic, the higher the positions and, as a result, the traffic).

Number of goods/services

If the site has a significantly smaller assortment than its competitor, the PS consider such a resource to be less relevant to queries on the selected topic. Therefore, it is necessary to monitor the content of sections and strive to give the most complete information about a product or service.

Site age

The older the site and the longer it has been working in the current topic, the higher its potential in terms of attracting organic traffic. It is not easy for young resources to get around in the issuance of "adult" rivals. Of course, a lot depends on the topic, competition, quality of the new site, etc. If a young site does not have significant advantages, then, all other things being equal, it will rank below “experienced” competitors.

Specificity of information sites

Information sites, compared to commercial sites, have practically no restrictions on attracting organic traffic. For such portals, it is possible to generate unique legal content (for example, recipes, music, news, etc.) in an amount that is limited only by the imagination and professionalism of the authors.

A significant amount of inexpensive traffic information portals can give contextual advertising. To do this, you need to use targeting settings (gender/age/interests/topics/placements) on the Display Network (GDN), such as Google AdWords.

How to get the most traffic to your website

So, we discussed the invariable characteristics of sites, which can both impose restrictions on the traffic forecast, and give significant competitive advantages. Now let's turn your attention to the nuances that can optimize the work of attracting traffic and increase the return on a marketing campaign.

When working on search promotion, make sure not to lose the level of traffic that is already on the site. There is a popular belief that if a resource already has a certain amount of traffic, it will stay the same. However, it is not. Firstly, competitors do not sit still and are constantly trying to beat you in the search results. Secondly, if you stop working on the site, over time, technical errors, form errors will begin to appear, the content will no longer meet the new requirements of search engines, etc., which again will lead to a loss of positions and, as a result, to a decrease in traffic.

Traffic from contextual advertising can theoretically be brought to a site of absolutely any subject, except for those prohibited for advertising: casinos, weapons, alcohol, etc. (see more). It is ineffective to use contextual advertising for services/products that do not have sufficient demand on the Internet, for example, for the sale of passenger aircraft.

When it comes to attracting traffic from social networks, special attention should be paid to the experience of the SEO specialist / contractor or, in his absence, test the chosen strategy and evaluate its effectiveness. We will discuss specific schemes of work in the next chapter, but for now we will give an example of how practical experience allowed us to abandon the original strategy in favor of the optimal solution.

See the figure for a comparison of traffic from different channels.

Assessing the prospects

Search promotion

To attract traffic from search engines, work is underway to optimize the resource to bring it to positions in the TOP 10 and increase the number of site visitors. To achieve these results, it is necessary to evaluate the prospects for entering the TOP for a certain set of queries.

Drawing up a schedule for the output of queries in the TOP - difficult task which should be carried out by a promotion specialist. It is necessary to understand what works and when will give results for each of the requests. If you incorrectly predict the site's output to the TOP, you won't be able to build a graph for attracting traffic. It is also necessary to coordinate the work of all specialists who deal with the site.

Example

The lack of coordinated team work can be fraught. In July, on the site being promoted, without the consent of SEO specialists, the site owner spent engineering works. This led to a change in page addresses and a violation internal linking. The result is a 25% reduction in organic traffic to the site.

Rice. four. Traffic statistics indicating the stages of work on the site

After assessing the prospects for bringing the site to the TOP 10 for all queries, you can get the exact number of impressions in previous periods for each phrase and, accordingly, make a forecast for the future (using Yandex or Google statistics systems). And here again you will need experience in promoting sites of this topic and the ability to assess trends for a decrease / increase in demand. If you plan to do this manually (without automated SEO tools), be prepared for painstaking work with a large amount of data, as you will have to look at the dynamics of demand for key phrases for all promoted pages of the site.

Now it remains to find out the approximate CTR (see more details) of your site for positions in the TOP and multiply the traffic forecast by it. You can find out the CTR through the Yandex.Webmaster service. To do this, go to the following tabs: "Search queries" / "My queries" / "Statistics". If statistics were not kept before: "Search queries"/"Popular queries". CTR is calculated by dividing the number of clicks by the number of impressions.

Rice. 5. An example of statistics on impressions, clicks, and positions from the Yandex.Webmaster service

It should be excluded from the CTR evaluation data on the clickability of branded phrases, which will not be indicative (when searching by the company name, the clickability is always high, since a specific site is searched for, and other search results are ignored).

All data obtained must be adjusted taking into account the increase / decrease in seasonal demand for products / information provided on the site. This is where statistics and experience in promoting topics will come in handy. For example, let's take the same request "buy a dress in an online store" and see if seasonality affects the demand for it (according to Yandex.Wordstat).

Rice. 6. View statistics from Yandex.Wordstat

As we can see (Fig. 6), the demand peaks at the end of November and December. Having an idea of ​​the seasonality of all phrases that are in the schedule for displaying queries in the TOP, you can build a general chart.

So, to predict organic traffic from search engine results, you need to:

1. Prepare a list of requests for all promoted pages of the site.
2. Make a schedule for the withdrawal of requests in the TOP 10.
3. Using the query output schedule and statistics system, determine the exact number of impressions.
4. Calculate the CTR of a site using the Yandex.Webmaster service.
5. Multiply the predicted number of impressions by the site's CTR for each query.
6. Adjust the resulting forecast taking into account the seasonality of demand for a product / service or information.

contextual advertising

You can estimate the possible volumes of traffic from contextual advertising through the "Budget Forecast" of YandexDir.e.kta. or "Keyword Planner" .Google AdWords. However, the most reliable way to predict traffic is test advertising campaigns (AC).

The stumbling block in predicting CR traffic is cost per click. During the period of traffic forecasting, this can be one price, and at the time of the start of the advertising campaign - another. As a result, the actual traffic may differ from the planned one. Also, in long-term forecasting, for example, a year ahead, it is necessary to take into account the seasonality of demand.

Social media (SMM)

The only sure way to predict SMM traffic is to test the developed strategy. If the experience in SMM is small and does not allow predicting the result with certainty, it is necessary to test in practice both various segments of the target audience and any creative solutions, including using A / B testing (see more.). Evaluate the return of various strategies and tools should be at a minimum investment. After identifying a winning methodology and identifying the settings that best meet expectations, all activity can be scaled to the available budget.

The composition of the audience of a particular site also greatly affects the return of an SMM channel, since a lot of low-quality projects attract a non-target audience (bots - user profiles created by automatic programs, and offers - real subscribers who, for money or certain bonuses, perform a set of prescribed actions in various communities).

The issue of studying the audience in SMM is more than relevant. It is important to understand who your customer is? What are his interests? How does he live? What does he eat for breakfast? Where does he go to work? The more we know about him, the easier it will be to offer him an interesting creative, hook him and, accordingly, get the cheapest traffic.

The target audience for targeted advertising should be segmented in as much detail as possible. Not just men and women of a certain age or region of residence, but, for example, women over 25 who have a cat. Sound fantastic? SMM has retargeting - a tool that allows you to find people even with such a high degree awareness about them. With the help of third-party services Pepper.ninja, Cerebro) you can collect users into retargeting databases (for example, people who subscribe to more than 3 cat care topics are highly likely to have this animal at home).

Studying the audience, identifying retargeting groups allows you to evaluate the amount of traffic that can be attracted to the community. But to determine what proportion of it will go to the site, only testing of SMM advertising tools will allow.

We determine the scope of work

To predict traffic with maximum impact, you need to understand how much work and, as a result, what budget will be required to achieve the desired indicators.

Search promotion

Work on attracting search traffic is essentially similar to search promotion for certain phrases. However, there are a number of differences. Website optimization to attract organic traffic is aimed at the entire resource at once. You will need a comprehensive optimization of each page, knowledge of statistics and analytics systems ( Google Analytics, Yandex.Metrica), traffic assessment skills. It is also desirable to have automated tools for working with large amounts of data. The bottom line is that it is necessary to work out all the pages of the site: optimize those that allow visitors to achieve their goals, correct possible technical errors, close technical, empty pages, duplicates, etc. from indexing.

So that you can evaluate the amount of work, we will outline the specifics of each of the stages of successful website traffic optimization:

I. Technical website optimization

Compared to the promotion of specific queries in terms of attracting traffic, technical optimization is much more significant, since it is aimed at the entire site as a whole. Only complete technical optimization of the resource allows you to achieve the performance of all forms and pages. This, in turn, allows search engines have access to all pages of the site at any time. Thus, competent technical optimization is the foundation for successfully attracting targeted traffic from PS.

II. Selection of the semantic core (queries) for all pages of the site

It is necessary to select exactly those queries that can be brought to the TOP and which at the same time are targeted (that is, they allow solving the tasks facing the site: selling, ordering services, increasing the number of subscribers, etc.). For each page, it is optimal to select all types of queries by frequency. For example, 5 high-frequency requests, 5 mid-range requests and 5 low-frequency requests. This will allow you to promote the site more effectively, because. most high-frequency requests are highly competitive, the effect of promotion on them will be achieved after some time, while low-frequency requests will provide results faster. You should make as many pages as possible "selling", working for the set goals, and select your own semantics for each of them.

If the site is already moving forward and has positions in the TOP, you need to be careful about changing the semantic core (SN), for which the resource pages are already optimized. The existing SL needs to be expanded so as not to lose the already achieved positions after the content correction of the pages. That is, for one page, you should not select many queries that are different in meaning. At the same time, it is important to ensure that the site works to achieve goals. We will talk about how to evaluate the quality of traffic in the final chapter of our book.

III. Content adjustment for the selected semantic core

Existing content on the site, as well as the semantic core, should be changed carefully. Judge for yourself: let's say you need to increase the number of requests for a page, despite the fact that it is already optimized for specific keywords. By rewriting the text, you accidentally delete several occurrences of key phrases. The result is a loss of positions and, as a result, a decrease in traffic.

IV. Improving the behavioral characteristics of the site

This work must be carried out constantly, since it solves two problems at once. The first is to increase the number of sales by creating a more convenient resource and evaluating the user's paths through the site. The second is to increase positions in the issue by improving user characteristics.

V. Site position analysis

It is important after each update of search engines (updates of program elements affecting the issue) to analyze the position of the site and make the necessary changes to the pages.

If you don’t have enough experience in traffic promotion yet, first of all, pay attention to the following points:

• when promoting, do not limit yourself to only high-frequency requests;
• be extremely careful and careful when changing already existing content on the site;
• track site positions using automated statistics collection systems;
• monitor the performance of all technical elements on the site.

contextual advertising

When planning work on CD, you should focus on using the maximum number of available sites and targeting settings. And already after their launch, identify inefficient / low-quality channels and minus requests that do not provide the proper return.

In many cases, remarketing/retargeting will be optimal. It is suitable for almost any task.

And, of course, we should not forget about the test launch of the advertising campaign, which we talked about earlier.

Social media (SMM)

There are many tools to attract traffic from social networks. Each of them has its own specifics and solves different problems.

Content projects, as we have already said, involve the creation of a community based on a social network, in which people are attracted through high-quality material and internal advertising. Subscribers receive interesting content and go to the desired site using the links posted in the posts.

Targeted advertising in SMM owes its appearance directly to the social media format, which implies the disclosure by the user of a huge amount of information about himself both during registration and during communication. This volume of invaluable data is successfully used by advertisers. The functionality of targeted advertising in SMM is truly unique. It allows you to show promotional messages to people selected according to certain settings. This is an indication of gender, age, personal interests, place of residence (up to the nearest metro station, if available), and direct human behavior on the Internet. No other type of online advertising provides such targeting settings. Experienced professional with fine tuning RK can generate traffic that is superior in quality, price and volume to other paid tools for attracting users (including CG, media advertising, etc.).

Placing advertising posts is a very effective and widespread SMM marketing channel. The owners of many large content projects form a price list for advertising in their groups. Sometimes queues are booked weeks in advance.

In this case, special attention should be paid to the preparation of the advertising message itself. It is important to analyze the site where the placement is planned and understand: what kind of content does this target audience respond most willingly to? As a rule, linking the post to global trends, relevant messages on the topic of the day, etc. gives good results. Viral distribution of the most attractive content allows you to get an impressive audience coverage.

Each member of the affiliate program is interested in attracting high-quality targeted traffic to their pages. After all, only the flow of motivated users is able to bring the maximum return to the owner of the resource. Not everyone knows how to get targeted traffic and new users. This is what we will talk about in the new material. But first, let's deal with the key concepts.

Targeted and non-targeted traffic

These concepts define the qualitative indicators of the flow of users visiting the site. - target audience of the page. Those visitors for whom the site, blog, online store or forum is intended. These visitors are interested in reading content, buying goods or ordering services offered on the pages. Target users know exactly what they are looking for and go to a specific Internet address for this purpose.

Every resource, regardless of its purpose, needs regular visitors, customers, readers, or contributors. These users generate income.

Visitors who accidentally landed on the page and are not interested in the subject of the resource are inappropriate traffic. And such users will not become regular visitors, but will only glance at the page they have landed on once and leave it, most likely forever.

Non-target visitors who regularly land on the site due to incorrectly placed or created advertising can reduce search position pages and harm the resource.

Effective ways to attract targeted visitors

Traffic attraction mechanisms can be divided into active and passive:

Ways to attract an audience can be paid and free. Paid ones work faster, free ones require the attention and efforts of company employees.

We will not touch on those methods that are not applicable on partner resources.

Advertisements and banners

Affiliate networks provide ample opportunities for placing advertising messages. In the advertising service catalog AdButton you can group advertising platforms of partners according to different parameters in order to select the most relevant ones.

The more accurately the subject of the resource and the place on the site for a certain ad are chosen, the more likely it is to avoid attracting low-quality traffic (bots) and inappropriate visitors. In good affiliate networks, all advertising platforms are carefully checked for integrity, filtering out those where traffic is boosted with the help of robots.

Another important point– the quality of the banner layout or ad text. A well-designed message that matches the style of the advertising platform and is noticeable in the block will bring more clicks than a hastily made template.

The cost of placing banners on an advertising platform pays off pretty quickly, but an advertising campaign in an affiliate program, like any other, needs control and analytics. Estimating the number of targeted clicks and profits helps to correctly adjust the course of the campaign, avoid wasteful expenses and focus on those sites that bring more high-quality traffic.

Thematic blogs and websites

In addition to image and text ads on partner pages, there are other ways to attract user flow. For example, placing advertising or informational content on a partner site:

• articles;
• press releases;
• reviews;
• recommendations;
• analytics;
• infographics;
• video and other information.

Such materials may be marked as "affiliate" or posted without signatures.

This method demonstrates maximum efficiency on the pages of blogs, copyright resources, thematic forums and websites. But in order to achieve good result links to the advertiser's page should be surrounded by relevant text; keywords should be organically placed in articles and large text materials.

In addition to blogs, forums and sites, popular pages or communities in social networks are also suitable for posting partner materials. The principle of placing links must be observed similar to that for ordinary web resources.

Benefits of attracting traffic from partner resources

Why are affiliate pages a source of high-quality traffic to the advertiser's website? There are several reasons for this:

• Affiliate web pages have a constant audience, their high level of traffic can be several times higher than the traffic of the advertised resources.
• Properly selected partner sites collect target users on their pages who are guaranteed to be interested in the advertiser's products, services or content.
• Verified partner sites redirect live users, protecting the advertiser from a flood of bots.

Conclusion

Choose solid affiliate networks to increase traffic to your resource and increase sales. Create high-quality promotional materials that are interesting to target visitors. We hope that from the material you have read, you have received information on where to get targeted thematic traffic. Earn on your site!

Dmitry Dementy

Sites with cats, jokes and beautiful girls get traffic almost effortlessly. It is enough to publish these most beautiful cats from time to time so that crowds of people visit the resource daily. And if the owner is savvy, then there is no need to publish anything. The community itself will bring, publish, comment and distribute new content.

Niche website owners have a harder life. They have to talk about something complex or boring: blade servers, bricks, principles of evidence-based medicine. To read publications, users are forced to strain their intellect or drink strong coffee so as not to fall asleep. Therefore, potential customers rarely come to the site, spend little time on it and do not repost. Can this problem be solved? How to get traffic correctly if the project works in a complex niche? More on this later.

What niche can be called difficult

yours. You probably from time to time angrily close your laptop and scold building materials, workwear, mutual funds, magic cream for all diseases, plastic windows or cat litter that you have to sell with obscene words. If you ask people you know, nine out of ten will say their topic is difficult. By the way, ten out of ten will envy you out loud and tell you how easy it is to sell this cat cream of yours.

Subjectively, most entrepreneurs and marketers consider their niche to be difficult. This assessment does not always coincide with reality. To understand whether you are really working with a complex topic, you need to use objective signs. Here are the main ones:

• There is a lot of competition in your niche. For example, MTPL policies are sold by dozens or hundreds of insurance companies. Add to them dozens of large insurance brokers. As icing on the cake, think of lone insurance agents who are actively mastering online sales.

• There are clear heavyweight leaders in your industry. This is one of the features of high competition, worthy of being singled out as a separate feature. Decided to sell smartphones? And the entire top issue was shared by Svyaznoy and Eldorado with Euroset. Want to operate on people with varicose veins? The issue was occupied by sellers of a miracle cream, which supposedly cures everything in one day without operations, registrations and SMS.

• You are selling a complex product. What does it mean? You have to explain to most consumers the essence and benefits of the product. Examples? As many as you like: endowment life insurance, IT outsourcing, installation of autonomous sewers and septic tanks, trainings for company personnel. Heck, aren't website building, SEO, and content marketing complex products? It is difficult for sellers of such goods and services to attract traffic due to a number of reasons, including a lack of active demand, resource-intensive information campaigns, and a low level of audience awareness.

Among complex products, it is worth highlighting medical services and goods separately. This is a unique theme. Uniqueness is determined not so much by the complexity of the product and high competition for traffic, but by the huge responsibility of marketers. Do you know other niches where you can literally kill a person in the pursuit of traffic?

• You are selling an expensive product. Here, not even attracting traffic comes to the fore. Of course, during a crisis, people are less likely to be interested in houses in London or holidays on the Cote d'Azur. Therefore, competition for traffic may become more intense. But the main problem here is converting visitors into buyers. Potential customers can actively come to the site, but this does not guarantee purchases.
• You are selling a product that, for one reason or another, a significant part of consumers do not believe in. It can be network marketing, dietary supplements, financial pyramids, Kirby vacuum cleaners, cumulative pension funds, work in the office of a young promising company without sales and investments, consultations of psychologists, coaches, personal growth specialists. Are there many people among your acquaintances who actively search the Internet for information about a counseling psychologist working in the framework of Gestalt therapy and a body-oriented approach?

• You work in a very narrow niche. For example, sharpen straight razors. Because of advertising, everyone chooses “nothing is better for a man,” so you can’t count on a large flow of visitors. Niche projects should hardly waste money on attracting inappropriate traffic. Instead, it's better to bet on increasing your conversion rate and other performance metrics. By the way, many innovative projects can be attributed to this category. They have to break through the lack of information and distrust of the audience, as well as the lack of demand associated with them.

• You are selling a boring product. Here again, objective signs are needed, since after a couple of years of work, even the owner of a sex shop can consider his product boring. Look at the problem from the client's point of view. If he considers your product to be ordinary, it will be difficult for you to compete for the attention of visitors. Examples? Matches. More? Toilet paper, egg production, office cleaning, car washing.

Have you found objective signs by which your project can be classified as complex? Then read about ways to attract traffic. By the way, they will be useful even for sites that work in simple niches and sell a clear product.

Method #1: Attract Low-Frequency Traffic

Grandmaster Sergey Karjakin will easily beat Nikolai Valuev in chess. But in the ring, a chess player is unlikely to last even a minute. What does Karjakin need to do to always beat Valuev? That's right, Sergey should face Nikolay at the board as often as possible and avoid boxing fights.

This analogy explains why using low-frequency queries to drive traffic in difficult niches. With the Long Tail, you solve the problem of competing with industry heavyweights.

It's about this: large and experienced players are firmly occupying the issuance of high-frequency queries. You can break their hegemony by spending a lot of time and other resources. Or you can't break it. There are no guarantees that serious investments in the promotion of the query "buy OSAGO" will allow you to take the place of "RESO" in the search results. But you don't need it.

In order to get guaranteed traffic, you need to move along the widest possible semantic core. Why does it work? Why haven't heavyweights privatized long-tail search results yet? It's very simple: they try, but they can't. There are infinitely many low-frequency requests. Therefore, long tail guarantees traffic at any level of competition.

How to properly promote a website low frequency requests? First rule: forget about keywords. Close KEY Collector and don't terrorize your brain with its little brother with an obscene name. Instead, spend time researching the market, studying the audience and its information needs. And start satisfying them.

Create quality informative content. Try to dive deep into the topic and exhaustively respond to user information requests. So you will surely use all the most relevant low-frequency queries in the right forms and with the right number of occurrences.

Let's do it again: to be sure to attract low-frequency traffic, you need to focus not on key queries, but on the study and satisfaction of the information needs of the audience. Look for confirmation of this thesis in Svetlana Kuznetsova's articles about LSI (one and two), as well as in Denis Savelyev's article about the quality of content from the point of view of search engines. For a snack, leave the Searchmetrics study, which confirmed the decline in the role of keywords in determining the relevance of web pages.

Do you want to know how promotion for low-frequency queries works in reality? In 2015, the Facebook page promotion guide became the leader in views on the Texterra blog. In February 2016, this material received more than 13 thousand views.

Management gets search traffic through low-frequency queries like “how does Facebook promotion work” or “how to tag a job in your own facebook company”. At the first request, Yandex.Wordstat displays one impression per month. On the second - generally zero. However, despite this, we constantly receive transitions from them.

Now look at the screenshot below and pay attention to the frequency of transitions from search engines for a particular query. Of course, the lion's share of key Google words Analytics does not display. But not only high-frequency players are probably hiding behind Not Provided.

Method number 2: advertising

This is an obvious tool for attracting traffic, without which it is difficult to imagine any integrated marketing strategy. Before including a new expense item in your business plan, answer two questions: what kind of advertising to use and where to send paid traffic.

Here is the answer to the first question: you need to use the type of advertising that is best suited for your project. Other things being equal, for new businesses operating in a competitive niche with popular and in-demand products, it is better to pay attention to the “context” and advertising in social networks. It is these tools, when used correctly, that provide high performance at optimal costs, flexible campaign management, and excellent traffic quality.

What if you are not selling cosmetics and children's toys, but cinder blocks or fittings? Contextual advertising is great for you. But instead of social networks, it is better to choose specialized publications. For example, building materials are best advertised on sites dedicated to construction and repair.

What about the second question? There are no universal solutions here, since it is necessary to take into account the specifics of the project. But you can still find patterns. When it comes to contextual advertising Google AdWords or Yandex.Direct, the cost of clicking on competitive transactional requests like "buy something with delivery" will be relatively high. You again find yourself in a situation of "chess player against a boxer in the ring."

To bring the confrontation to the board, drive paid traffic with information requests. Can it be converted into real transactions? It depends on the quality of the resource and content strategy. Here is an example of an application from the information page of the site:

And here is another application from the same page (the dialogue itself turned out to be long, so we shortened it, but it is the source of the appeal that is important here):

When it comes to advertising in social networks, direct traffic to pages or groups of the project. Of course, this recommendation is not suitable for all topics. For example, users will be clearly bored in groups of concrete mixer manufacturers. But if the topic gives at least a small chance to use social impulses, use paid traffic to increase the number of subscribers, advertise specific posts, and spread information about promotions.

Method number 3: activity in social networks

This is another universal tool for solving the problem of complex topics. With the help of a successful SMM campaign, a small player can bypass a large corporation, draw attention to a complex or expensive product, and gain the trust of the audience.

The Rockwell Razor story is a great example of the power of social media. In 2014, two students decided to create a quality product that would save men from having to spend money on expensive replacement cartridges from modern shaving systems. The guys creatively rethought the design of classic razors and offered users a modern version of the razor.

According to one of the founders of the project, Garrett Everard, at the beginning of his entrepreneurial journey, he did not understand marketing at all. Garrett, with his friend Morgan Nordstrom, devoted all his free time to developing the design and prototype of the razor. When everything was ready, the guys published the project on Kickstarter and went to bed.

Here social networks did their job: the project instantly went viral. The morning after the publication, the startups raised $18,000 when they only needed $12,000 to start production.

It was only at the new stages of raising funds that Rockwell Razors began to actively use SMM tools. Firstly, they rebuilt themselves from a competitor - a well-known manufacturer of machine tools with three and five blades. The guys launched a campaign, the main weapon of which was financial calculations. According to entrepreneurs, the buyer of a razor could save several hundred dollars in the first year of using it, since replaceable double-edged blades are much cheaper than cartridges. Rockwell Razors also promised all crowd investors a free supply of blades for 5 years if the goal of the second round of funding is achieved. The campaign ran with the hashtag #5YearsFreeBlades.

Are there situations when promotion in social networks is not worth it? Yes, these are boring products and the B2B segment. But even here there are options. For example, B2B sellers in the bourgeoisie recommend using LinkedIn as the main platform for promotion. In RuNet, LinkedIn is more often used for job search and recruiting. If you sell in the B2B segment and want to connect with the heads of partner organizations, use Facebook.

If you are selling something not to companies, but to people, feel free to use Facebook, Vkontakte and other popular social networks to attract traffic. How to attract traffic from social platforms? This is a topic, if not for a book, then for several huge guides. The main areas of work can be summarized as follows:

Method #4: Guest Blogging

With the help of publications on popular industry sites, you increase your audience reach and gain trust and authority. Remember the main secret of guest posting: you do not need links, but the attention of real users. Therefore, focus on the quality and relevance of the content.

What problems can prevent guest posting? If you work in a narrow niche, finding suitable thematic sites is not so easy. The problem can be solved in only one way: publish notes on sites and blogs working in related topics.

Here are some tips to help you plan your guest campaign:

• Publish guest articles on popular sites. Their topics should be close to yours. The popularity of a resource can be determined by the counters, which are usually located in the footer of the site. If there is no counter, you can get approximate data using the service for checking the attendance of other people's sites or the Alexa analytical platform. The popularity of the resource and the involvement of the audience can be indirectly assessed by the number of comments and distributions of the publication in social networks.
• You can find popular sites and blogs in your industry using ratings, for example, Liveinternet.ru. You can also use search engines and community search in social networks. Or borrow ideas from our mailing list "".
• Prepare interesting informative articles for guest posts. They must be useful to the audience. Do not try to sell at a party: this way you set readers and site owners against yourself. In no case do not publish low-quality content on third-party sites. You will not only fail to solve the campaign objectives, but also spoil the audience's impression of your project.
• With the help of a guest post, you need to attract the attention of new users and get clicks to your site. This is the main purpose of guest blogging. Don't think about links, think about potential customers who read your post.
• How often should you guest post? The more often, the better. This is true if you can publish articles on at least several different sites. If you publish content on one site too often, its audience will stop moving to your resource.

This pattern was noticed by the famous marketer Neil Patel. He posted on popular Internet marketing sites, one post per week. Readers actively went to Patel's website. When the specialist increased the frequency of publications to 3-4 posts per week on each resource, the number of clicks to his site fell sharply.

What are the benefits of guest blogging? Here are some examples:

• The aforementioned Neil Patel claims that guest posts bring 20,000 visitors to his site per month.
• BufferApp CEO Leo Vidrich says guest posts have brought his project 100,000 users in less than a year. Pay attention, 100 thousand customers, not site visitors. To get this result, Leo wrote 150 articles on external sites.
• And here is an old but still relevant story about a blog that increased traffic by hundreds of percent with the help of guest posting.

Again, please note that you are not guest posting for links. If the host site agrees to openly refer to you, do not refuse. If the host wants to close the link with the nofollow attribute, that's okay. If the receiving site does not agree to put a link at all, it is better to refuse cooperation. Of course, if we are not talking about an image article on Lente.ru or Vedomosti.

Method #5: Use Communities

This is not about groups or pages of your company on social networks, but about neutral communities in which potential customers and even competitors communicate. Simple Example: Community "Content Marketing" on Facebook.

Do not abuse trust: even announcements of the most useful content can bother readers and administrators. Follow a simple rule: participate in discussions all the time, and link to your own content only from time to time.

The most important question: where to look for communities? First, they can be created. For example, if you add a forum to your site and make it popular, consider yourself winning the lottery. Secondly, if you want to work successfully, you must know your industry inside and out. This also applies to communities.

Didn't have time to join the most popular groups in your industry and didn't register on the forums? Get started now. Find suitable sites You can use Yandex or search for communities in social networks.

Be sure to use the same userpic and real name on all forums and in all groups where you communicate. It is necessary for the audience to recognize you.

Method #6: Turn New Visitors into Loyal Customers

The target visitor who first came to the site should turn into your regular reader and client. To do this, you must publish useful quality content and sell a good product at an affordable price. What tools provide return users? Here is the list:

• Invite visitors to subscribe to your newsletter and RSS feed.
• Use remarketing.
• Suggest potential clients bonus program.
• Encourage subscriptions to social media pages.
• Install Disqus or a similar commenting system that notifies panelists of new comments by email.

Notice how artisan cosmetics manufacturer Barrister and Mann literally lassoes the user from the first visit:

• The company uses retargeting. After one visit to the site, B&M ads are displayed every time you log into Facebook.

• The company offers users an attractive bonus program. Visitors can earn reward points for taking suggested actions. For example, registering on the site brings 500 points, indicating the date of birth another 500 points, reposting on Facebook gives 50 points, and so on. Reward points can be spent on the company's products. 100 points equals 1 USD.

• The site has a newsletter subscription form. Do I need to say that the user also receives bonus points for subscribing?

Internet marketers are well aware of the adage "an old friend is better than two new ones." And specialists working in complex niches can safely change the order of numbers: "An old friend is better than a new hundred."

Method #7: Create a Free Useful Resource

It can be a service, a tool, an instruction for which users return to your site over and over again. Simple examples: Glavred, spell checker from Advego, service for evaluating test results.

A useful resource guarantees you visitors. For example, the traffic of the resource Text.ru, on the main page of which there is a service for checking the uniqueness of texts, exceeds 10 thousand people per day. The site of the Advego exchange, which has services for checking spelling and semantic text analysis, is also visited by tens of thousands of people a day. Among them, there are probably users who got acquainted with the project thanks to useful services.

What kind of service does the audience need? Look for the answer to this question yourself. The main thing is that the resource turned out to be very useful and free.

Method #8: Improve Traffic Efficiency

The space for extensive growth ends sooner or later in any niche. And in a complex environment, it may not be there initially. Therefore, grow intensively: increase the efficiency of existing traffic. We are talking about improving behavioral metrics: conversion rate, viewing depth and time, user engagement. This can also include financial metrics, such as the average order amount and the number of transactions.

How to improve behavioral metrics? This is another topic for a book or dissertation. Here's the answer in a nutshell: your website, content, product, and even yourself should be interesting, relevant, useful, and user-friendly. To work successfully, this topic will have to be studied in depth. The following resources will help you:

The list can be continued by adding at least a few dozen materials from the Texterra blog to it. But even they are not enough to exhaustively reveal the topics of increasing conversion, improving behavioral indicators, ensuring usability, creating high-quality landing pages. Therefore, use the suggested links as your direction of travel. With their help you will find many useful materials both on our website and elsewhere.

This method was successfully used by the company "Mosigra". With the help of detailed and descriptive product descriptions, the project's marketers increased the conversion rate and other behavioral metrics.

Method number 9: become a sticky fish

A small sticky fish attaches itself to sharks and whales to travel long distances. A similar marketing tactic is great for projects that work in complex niches. Its essence can be described as follows: if it is very difficult for a project to attract traffic on its own, use popular specialized sites for promotion.

Here are a few examples: freelance exchanges, TripAdvisor, Yandex.Market, a project for selling DIY goods in the Masters Fair category, bulletin boards, online auctions, catalogs. With the help of promoted sites, you can attract traffic to the site of your own project and at the same time sell the product.

The stick fish tactic can be used in any industry where there are suitable popular sites. Here are some examples:

• Web agencies often register on freelance exchanges. This helps to sell services and at the same time drive traffic to the site.

• Like other service providers, Bizon Steakhouse uses TripAdvisor to attract customers and manage its reputation. Traffic to the corporate website is provided by a link in the company profile.

• Online stores actively use popular directories such as "Yandex.Market" and "[email protected]". This is one way to increase the visibility of the site in competitive niches, where the struggle for customers is mainly through price.

• Participants of the Masters Fair project sell complex products with low active demand. For example, most people usually buy factory-made inexpensive children's toys. In order to attract traffic to the site of a master who makes dolls on his own, you will have to win competition from large online stores and manufacturers. The problem is solved by the profile on Livemaster, as the audience of this project is consciously looking for handicrafts.

• Small online stores do not shy away from selling goods on online auctions. They are registered under the guise of individuals. While communicating with the client, they redirect traffic to their website.

• Specialized online directories are another way to overcome high competition and solve the problem of a boring product. For example, furniture manufacturers publish information on thematic sites. They both drive sales and get traffic to the site at the same time.

Method #10: Bet on Video

With smartphones and tablets, you can watch videos anytime, anywhere. And thanks to these devices, you can shoot video anywhere and anytime. Even commercial.

How can video content help drive traffic in difficult niches? It is easier to fight for the first positions in the search results of YouTube and other video hostings than for the top positions in the general search. This is true even for very competitive topics for a simple reason: your competitors publish texts more often than they shoot videos. In addition, the video increases the credibility of the seller. The audience sees that they are dealing with real people, and not impersonal nicknames on the site. This further stimulates sales and website traffic.

Pay attention to the example of Shanti-Shanti.rf. The guys shoot video reviews for each product and publish it on the description page. This is good for customers and search engines. Another similar example is Shave Nation, an overseas razor shop. Its owner has created one of the most popular educational YouTube channels. In the description of each video there are links to a specific product or selection of products.

Method #11: Distribute your product freemium

According to software company OPSWAT, Avast antivirus software is the second most popular antivirus software in the world after the regular program MS Windows Defender. According to Avast Software's own data, in 2015 the company controlled 21% of the global antivirus software market. In 2014, the investment company CVC Capital Partners valued Avast Software at $1 billion.

Why this information? The $1 billion company is distributing its flagship product for free. And Avast Software earns by selling premium program features.

In what niches does the freemium business model work? Here are some options: development software, games, various web services, selling services offline. For example, this particular model is used by the Lingualeo foreign language learning platform.

Why is the freemium model guaranteed to bring in sales and traffic? First, the free distribution of the product attracts an audience. Secondly, the free use of a good product builds loyalty. And loyal users always buy. At least out of curiosity or a sense of gratitude.

Method #12: Make a Great Email Campaign

This way of driving traffic works great in any niche. To successfully use the tool, you will have to answer two global questions: where to get subscribers and what to send to them.

Here are two hacks. First, if your business model allows, send discount coupons via email. They should be a nice addition to the information. And second: you can publish emails on the site. However, new releases of the mailing list should appear there with a delay. For example, new letters can be sent on Mondays, and the information on the site is updated on Fridays.

Now to the question of subscribers. When your newsletter is known and appreciated, the audience will find it on its own. But first you have to use everything available ways attracting an audience. Here are the most effective tools:

• Use the subscription form on the site. Experiment with aggressive tools like Hellobar or popups.
• Trade your subscription for something of value, like free content or discounts.
• Include sharing buttons in your email template. If you create really useful content, subscribers will definitely want to publish it on their social media pages.
• If your content strategy allows, give subscribers the opportunity to choose the subject of their emails.
• Specify the link to the subscription in the signature of the work email.
• Enable newsletter subscription as a default option when registering on the service website.

Want to grow your subscriber base quickly? Create highly useful downloadable content and sell it for a subscription. Your offer must be truly valuable. For example, focus on e-book 100+ Practical Hacks for Internet Marketers. Do not attack new subscribers with commercial offers. Take advantage of best practices to turn email recipients into customers without imposing. By the way, the success of an email campaign is highly dependent on the capabilities of the mailing service. So choose it carefully.

Method #13: Interview industry-renowned experts

Even if your niche is very narrow, complex and boring, successful and charismatic specialists probably work in it. Post interviews with them. This works for two reasons. First, interviewing leaders makes your blog or website more interesting and useful to existing audiences. Second: the name of a specialist will attract a part of his audience to your resource.

Will leading experts agree to give you an interview? In most cases, it depends on your ability to communicate and diplomacy. For example, our site has interviews with Rand Fishkin, Denis Kaplunov, Alexander Alaev, Dmitry Shakhov, Dmitry Sevalnev, Viktor Karpenko, Sergey Lyudkevich and other well-known experts. By the way, here's the No. 13/1 way to get traffic: give interviews to everyone who asks for it. At the beginning of a business career, this is easy to do.

Method #14: Mention Famous Experts on Social Media

When you post or tweet about a well-known expert on Facebook, their followers see your post in their feed. To mention someone, write the "@" sign followed by the username without a space.