Building Your Traffic Generation Strategy// Traffic solution, 4
Search Engine Optimization is the best
technique for web advertising. This will be followed by a discussion of other online
avenues.
Long before you start trying these techniques however, it is important to build an
effective traffic generation strategy. Consider it a sort of mini-business plan, focusing
exclusively on your online marketing methods. Without a traffic generation strategy you
will not really understand how effective your marketing is, nor will you be able to figure
out the ROI (Return On Investment) for all of your time spent.
Your basic need here is to create a comprehensive plan, and then track your success,
just as you would with an operational business plan. Based on the results you observe,
you will be able to determine your next course of action.
Truthfully, (and as we are going to emphasize in this book) the best way to approach
any marketing strategy is to work on as many traffic generation methods as
possible, rather than intensifying efforts in one area, a plan that could very well
backfire. (It’s the old, all your eggs in one basket analogy)
You want a complete web marketing plan that is going to establish your website through
diversified content development and linkbuilding.
Ultimately, the Internet is only a collection of connected links. Within your site are a
number of internal pages that allow viewers and search robots to find all the pages
available. When your site links to another site via an external link, more connections are
made, making it easier for people to discover you through this large collection of links.
It’s basically a computerized version of the whole “friend of a friend of a friend” dynamic.
You want your company, indeed, your brand, to be all over the place—all over the
Internet! This is precisely what huge websites like Wal-Mart, NBC, Disney, Exxon-Mobile
and so on have. They spread themselves thick and they do it everywhere
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