How to generate traffic on my web page

Companies that have a Web page operative on the Internet must make known its existence to help increase the real number of visitors.

How to generate traffic on my web page | Websites Management | Companies that have a Web page operative on the Internet must make known its existence to help increase the real number of visitors

You have to inform customers of the existence of the website and invite them to visit it to know the services that the company provides through it.

As a result of the benefits derived from the application of the Internet in the business world, the number of projects that start in this medium increases every day.

However, once the Web adventure begins, discouragement appears in some companies after checking that the page that they have prepared with such care does not enjoy the desired traffic.

The companies that have a Web page operative in Internet must announce their existence.

With this intention, various techniques (both off-line and on-line) that can help increase the actual number of visitors are mentioned below.

Some of them do not have a direct economic cost for the company, although it does require direct dedication on the part of some of the people in the organization.

"Off-line" promotion (outside the Internet)

The corporate stationery needs to be renewed, including the URL of the website in the papers for letters, envelopes, business cards, invoices, etc.

You have to inform customers of the existence of the website and invite them to visit it to know the services that the company provides through it.

It is necessary to present the address in the campaigns destined to other media (television, radio, press, etc.)

The URL can be included in the means of transport that the company owns.

“On-line” promotion

Positioning in seekers

It is one of the most important activities that the company must perform to publicize its Web, since search engines are a system through which, in a very high number of occasions, Internet users They carry out searches in order to find certain information that interests them.

To get an idea of the importance of search engines today, it may be interesting to see which pages are most visited by Internet users and check that, among the top positions are several search engines.

For this reason, it is essential to register in all search engines visited by the target audience of the website. In addition, it must be present also in search engines most used by the general public.

However, the amount of information contained in the search engines is increasing and, as a result, the high number of alternatives that the search engine returns to the navigator when entering the terms of interest causes a higher probability of success for those that appear ranked in the top positions.

For this reason, the effort of the company should not be limited to register in a series of search engines, but should actively try to appear in the top positions when someone from your target audience performs a search related to their activity.

To achieve this, it is convenient to know what are the criteria used by each search engine (since they do not coincide in all of them) to position the pages at the top of the list, so that all possible legal tricks can be used to try appear in said positions.

The first step is to create a list that contains the keywords that an Internet user would use when searching the Web for a page or organization with the characteristics of the company.

These words will be very useful to include them in various parts of the page from which the search engines obtain various data, to index the website in their databases. Then, these terms must be included in the following parts of the site:

The URL (Uniform Resource Locator): This is the address of a page on the Web. In this part of the page, the domain name appears. The rest of the address, which is separated by bars, are the directories created to host the pages of the different sections.

The company can take advantage of the names of these directories to include any of the keywords that it considers would be used in a search (for example, http://www.empresa.com/procutos/tenis).

The text of the page: some search engines also observe how many times the word or words that the navigator has entered in the search engine appear written in the first part of the text of the page. Therefore, it is interesting that these keywords appear between the hundred or two hundred first words.

In any case, this circumstance will always be subject to not distorting the content and meaning of said text.

Some tags (that appear in the header or head) of the HTML code (language used to create documents for the World Wide Web):

The title of the page: this part of the document is not displayed on the page, but somewhere in the browser reader. Although it must be brief, we must try to integrate several key words.

Within the HTML code are included as follows:

<title>Here you enter the title of the page with approximately three keywords</title>

The description of the page: In addition to looking for information in it, is the description that search engines show to Internet users next to the pages that are suitable for the search. Inside the HTML code, it is introduced in the following way:

<meta name="description" content="here is the description of the page with approximately twenty keywords">

The keywords by which the page will be searched: These are the keywords that the company believes could be entered in the search form by a person trying to come up with information that they can provide. Inside the HTML code is entered as follows:

<meta name="keywords" content="Here are the keywords that the company considers would be used in a search">

It must be taken into account that the people who carry out the searches they may introduce the terms with or without accents, with or with n (depending on their country of origin), perhaps with spelling mistakes in words of certain complexity, in English, etc

For this reason, the different combinations that occur to the company can be entered in the list.

However, at present there are some search engines that, as a consequence of the abusive use of these tags by some companies, do not index their content.

There have been and there are cases of websites that have known which are the most searched words on the Internet, have entered them into their keywords, despite having no relationship with their content or with the activity of the company.

Once the page that can occupy higher positions in the lists returned in the searches is prepared, the company has to carry out the registration in the search engines that interest it.

The operation of registering in a search engine is relatively simple, since it consists of filling out a questionnaire with the required data.

This procedure can be done in a way or through the use of some program (payment or free) of automatic registrations that, in a short period of time, will register in a considerable number of search engines.

In addition to the search engine presence, the following are other activities that the company can carry out to promote the website:

  • Propose the page to the different existing prizes on the Internet, as long as the Web has a professional aspect and is well structured. In this way, even if it is not awarded, the page will receive visits from Internet users who wish to carry out votes on the different pages that opt for the prize and will have a link from the website of the promoter of the contest
  • Realization of contests, prizes and / or gifts, that can generate traffic to the page. However, one should be careful with the choice of incentive, which should be attractive to the target audience
  • Offer free services related to the Internet: for example, mail accounts, Internet connections, web space, etc. In addition, it is convenient to carry out indirect advertising through the actions carried out by users who use the free services provided by the company; that is, when someone sends an email through the service offered by Gmail for free, the recipient will read the message in the message: Do not have a gmail account yet? In this way, in addition to receiving an advertising impact, it may be introduced on the company's page and be interested in its main activity
  • Promotion in mailing lists and news groups. There is a very large number of mailing lists and newsgroups. They are part of people who have a common interest and who want to share experiences, concerns, doubts and knowledge about him. The company must select several of these groups and lists that it considers to be of interest to its target audience and actively participate in them. It is not about sending commercial messages (this action is very bad sight), but about helping the members of the list and sharing knowledge with them. However, at the end of each message that the company sends to the list, it will include the address of its Web page in such a way that it is seen by all the members that read that email and some of them can access it to check which is the activity of the organization
  • Establishment of reciprocal links. The company can get in touch with the owners of pages with a theme related to their activity, so that they include a link or link to their website
  • Carry out actions that allow you to send press releases from time to time
  • Request of the address of the visitors to be able to keep abreast of the news of the company, always respecting the rules of netiquette (rules on the proper use of the network) and avoiding spam (use of electronic mail as a means of unsolicited promotion of physical or virtual products). You have to be careful with these actions and perform them only when the company has received the permission of the recipient. In addition, although it is that the members of the target audience do not forget the company, the emails sent to their mailboxes must contain important information for them. You should always keep in mind that, unlike traditional mail, every time a person receives an email, it will be reflected in the telephone bill. For this reason, companies that abuse this system to send unsolicited commercial messages or to send frequently messages that lack interest to the recipients are frowned upon
  • Editing a newsletter of interest to the target audience. A bulletin can be created to which the members of the target audience can voluntarily subscribe. If the issue is related to the activity of the company, it can know that those people who consider the bulletin useful in the future could become part of their customers
  • Internet publicity. In addition to the actions discussed so far, on the Internet it is also possible to carry out proper advertising. In this sense, one can speak, among others, of the following advertising features of the medium:
    • o Banner. It is a static or animated graphic that, when clicked on with the mouse, normally links to the advertiser's website or to the promotional page of the product or service. Making a banner is not easy, since the message must be transmitted in a small space. However, you can give some tips that increase the degree of click through (indicates the number of users who "click" on the banner to access the advertiser's site):
      • Make a banner with animations
      • Invitation to click
      • Enter the word for free or present
      • Make several different designs with the intention that they are rotating and the Internet user is not always exposed to it
      • Be careful with the size (it has to be loaded in a short space of time)

In addition to following these tips, the company has to take into account the importance of colors and fonts included in the banner, since the message has to be transmitted clearly in a few seconds.

The correct choice of the target audience of the campaign is also of special importance. In this sense, the ad servers offer the possibility of distributing banners according to different criteria, identifying the user that accesses a site and only serving those addressed to their profile.

These criteria are the following:

  • Geographical (by country, by provinces, etc.)
  • By type of connection (university, access provider, specific company, etc.)
  • By frequency (depending on the times you want the banner to be seen) by the user)
  • By interest (keywords, specific website, specific page, affinity group, etc.)
  • By technology (operating system, browser type, etc.)

In addition, all these criteria can be combined to obtain smaller segments.

Finally, it must be said that, in this venture of the company on the Internet, the control of results is not only necessary to improve day by day, but the technology itself makes the Network present some advantages (in terms of obtaining of data refers) with respect to other conventional communication means.

On the one hand, it does not work with approximate measurements on our representative ones, but it allows the obtaining of data relative to the whole universe.

On the other hand, it offers the possibility of obtaining not only information about the number of users who have seen the company's page or have been exposed to a banner of it, but also data relating to the page from which they have accessed the website. the organization, tour of the site, most visited pages, time of day or day of the week they visit the website, etc.

For this reason, the ability of the Internet to provide accurate quantitative data of very diverse typology results in its qualitative analysis by the company also being more reliable.

Once this control of the results is achieved, the company can detect which actions are most valued by their recipients, as well as those others that would be well received, in order to enhance them in future occasions in a manner satisfactory to both parties.

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Professor at the University of Guadalajara

Hugo Delgado Desarrollador y Diseñador Web en Puerto Vallarta

Professional in Web Development and SEO Positioning for more than 10 continuous years.
We have more than 200 certificates and recognitions in the Academic and Professional trajectory, including diploma certificates certified by Google.

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