Most website owners or bloggers believe that traffic is the Holy Grail, and that they can’t possibly get enough of it.
It’s true that too little traffic will make your blog redundant and that a blog that doesn’t get any visitors doesn’t really matter in the scheme of things.
However, the opposite is also true. That too much of a good thing is a bad thing. Here are five myths about traffic that I have learned through years of generating millions of hits to my many blogs and websites.
Myth #1: More is better
Here is the main reason this is not true. Too much traffic can crash your website. And what would you have to show for it? Just an empty boast that your site got so much traffic that it crashed. So much for that myth.
Myth #2: It doesn’t cost me anything
Not true for one important reason. Bandwidth costs money. Although most web hosts claim to offer ‘unlimited bandwidth’, when push comes to shove, most of them will suspend your website or blog, leaving you with few options other than moving your site to a new host altogether.
Myth #3: Traffic equals results
Is your traffic working like it should? What do you want your visitors to do? Unless you’re getting paid for ad impressions on your website or blog, you’re not going to be making any money out of the glut of traffic on your site.
If, on the other hand your website has a purpose, in terms of conversions to leads or sales, you need to ask yourself – is your traffic converting? If not, why?
Your site might need a redesign, or targeted landing pages, or you might need to redo your copy or offers to make sure that your traffic is converting the way it should. Either way, more traffic is not the answer.
Myth #4: All traffic is the same
Again, this is not true because the source of your traffic affects your conversion rate. Traffic from some sources converts better than others. For instance, you might get a lot of visitors from StumbleUpon, but they might leave your site very quickly, giving you a high bounce rate (which can adversely affect your Google ranking).
On the other hand, traffic from LinkedIn might be more suitable for your website, if yours is a B2B company and you offer the kind of information and solutions your visitors are looking for.
Myth #5: Organic traffic is the best
There are many reasons why certain pages from your website might rank well in the search engine results pages. But if the pages that are showing up in the top ten are not your best converting pages, the traffic is wasted on them.
It takes a lot of time for an SEO campaign to create the kind of results you need. In the meantime, using pay-per-click (PPC) advertising to send targeted traffic to certain landing pages might be your best option to get the right kinds of conversions for your business.
The lessons one can take away from this is that website or blog traffic is not the Holy Grail to help your business meet its sales targets online.
What you need to focus on is sending the right message to the right buyer persona in the right context, and this can usually be accomplished by sending just the right amount of traffic to targeted landing pages that are designed to convert visitors.
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