Traffic. Hits. Clicks and views. Likes, re-posts, re-tweets. There are hundreds of terms for something that basically means how many people are looking at my stuff, engaging with it and think it’s decent. So, what do we mean by website hits without Adwords? Well lets look at the typical journey that a customer, or a potential customer makes from search to contact.
First! If you know what Adwords and the search journey are, click here to go right to the tips.
The search journey.
Although it’s very simplified, or even obvious, it’s important to look at the journey to examine what your problem is with ‘hits’ or ‘views’. We need to address why you want more hits or views, then examine what the solution is. This depends on where in the search journey the problem lies.
- Your potential customers, audience, however you segment it search Google (let’s be honest, Bing and Yahoo have a lot to learn). They will either type in your company name, because they heard about you through word of mouth and want to know more OR they will use keywords to find a selection of answers or solutions. These solutions may be companies, webpages, people, images, videos WHATEVER. The important thing is that they are spewing up results.
- Ideally, the searcher goes to your site, finds the information they want and clicks about. Do they stay and read more? Do they share the site with their network because it looks valuable and interesting? Or do they leave because they can’t find what they want? If they click through to your site this is called a hit.
- Next the user is so impressed that they call, email or contact you for your services. Or, whatever you end goal is. If you just want people to like, follow and share your site, make sure that that is clear. This final ultimate action that you want the customer and all customers to make, is called a call to action.
So, three actions. All of these whittle your customer final call to action, or CTA down. From 10 000 searches you might get 100 visits. From 100 visits you might get 10 stay on the site. For every 10 views, ONE customer might follow the CTA.
What are Adwords? They’re paid for adverts, either by subscription or ‘pay per click’, that you pay for, to appear on relevant search result pages. For example…
Googling ‘website design’ has thrown up a ton of results. 2.2 billion to be precise. The top results, in the yellow-ish box are Adwords. The smaller results on the right, are also Adwords. These are nothing more than adverts that a company pays for (and they are not cheap) and Google helps you decide what kind of subjects to pop your advert onto.
These are split into two categories. Pay per click and subscription. Subscription is basic, you pay X per month to appear SOMEWHERE in Google’s vast network. Then there is pay per click or view.
This pricing model is genius. However first I would like to say that I don’t inherently think Adwords are bad or a poor investment. I know of companies that have spent £100 000 on adwords and had a £5.5 million return, I also know of companies that have spent £450 a month on adwords that return nothing. Like all marketing activities, make sure you get a return, this article is how to get views and hits without using adwords.
Pay per click or view or whichever you look at is a bidding model. Absolute genius. You have to BID to appear nice and high on the advert sections. Pay per click means that you say ‘for each customer who clicks on my site link I will pay £X’. This seems fair, but I would like to point out that a click from an organic SEO link such as ‘pomdesign.com‘ up in the example image above, is free. You do not ever pay google for a click on a regular search result.
Back to PPC. So you bid, to appear high on the advert result page. The examples google use are $0.25, so 25 cents, roughly 15p. However I come along and because I have a huge budget, or more money than sense, I decide to blow you out of the water and say I can afford £15 per click. (This is honestly not unusual. There are reports of clicks costing over $60) So this literally means that I will appear on top, because I can afford it. A few competitors who also have large budgets can afford 315 each too and before long, you are being stretched thin, to appear halfway down the advert page.
So in conclusion, adwords are like any advert. You pay huge amounts of money to compete with others in a tiny space for a potential return. Someone else makes a lot of money in the process and you could use a huge budget up on nothing. It can return on your investment, of course, but if you can’t afford that….(by the way, if you don’t think that competitors will get companies to click on your adwords to drive you prices up, think again, it’s crazy common).
Website hits without Adwords.
So, lets get some hits to your site without using Adwords.
First of all, why do you want hits? Do you want more customers? More follows? Likes, shares, posts? Most people want either more customers to call or email them, or, click ‘buy me’ on an e-commerce site. Simple.
I’ll assume that keeping customers on your site is not a problem, it’s getting them there in the first place. Keeping customers on a site is a totally different ballgame and something we’ll go into later…
So you want to get more customers to your site? You have two routes-making people search your company name, or search keywords and you are at the top of the results field.
Searching for your company name is another marketing area, different ballgame again and something we’ll explore later.
So, you want to get customers using keywords to give you website hits without using adwords? Great. Take a look below at-
5 tips for website hits without adwords.
- CONTENT IS KING! Make sure that you are posting regular, relative content to your blog/website/social pages. If you’re a plumber, talk about plumbing, not watch making. Create videos, use images, pictures and other stuff that YOUR CUSTOMERS WANT TO SEE. Find products for your customers, content is no different. What do your customers want to see, read, interact with and share? The more you write and produce, the better you’ll get and the clearer it’ll be on how to create engaging content. Write often, once a week is the bare minimum, 300 words and an image is literally the minimum per week.
- Calls to action. CTA!! Every single thing you post, tweet, comment, write or say should have a link back to your site. There is no exception. Tweet about a new client? Add a link. Commented on a post about airplane engines? Post a link and a few words to your article on airplane engines. Everything needs to be relevant though, don’t put random links on everything, Google will know and it won’t like you.
- Know your customers. Where are they and what do they search? Do they search for ‘computer supplies Devon’ or ‘PC supplies Exeter’? Research and learn what your customers are looking for, an easy way to do this is to look at your competitors. Where do they pop up? Then, use those keywords in your content.
- Be a brand people want to know more about. Be funny, informative, honest and varied. What do you like to read? It varies right? So mix up your content. Make some stuff long, others short. Some images, others video (youtube is the second largest search engine in the world). Post hints and tips, free info, links to other relevant posts and articles. If someone approached you and said I want to learn about your business in my own time, would they use your website?
- Be ruthless. First, no adwords means no adwords. Tell SEO and adwords sales people to go away and leave you alone. Second, don’t buy into them because you think it’snot being quick enough. Speed up the process by submitting a site to Google, this speeds up the time it takes for Google to find you. Learn all you can about your site and content. Write, post, comment, repeat. It can take a few months. But it is worth it.
We could go on for hours. In the meantime have a look at our beginners guide to marketing and what to say to your first customer after you get that first awesome call from having such a great optimised site.
Also, look at Search Engine Journal for more news and tips on SEO.
Call or email, just get in touch and I promise we can help your business.