Smart Web Traffic, Part I

Imagine you had a great idea for a business – a strong idea that you know had the potential to make a lot of money – and you could not only easily identify the perfect audience for this business but they were all in one place. Perhaps your perfect customers are all in one town because you offer a product that is conducive to their particular lifestyle; it is a perfect complement. Then imagine that instead of opening your business right in the center of town where your acknowledged audience could easily find you and visit you often, you open up far from town in a place that is difficult to find. Does that make any sense at all? Of course not. Most people see the logic in this scenario but fail to recognize that they do something that makes just as little sense when they launch a web site without doing any online marketing. Who cares if you offer the greatest product in the world and you know exactly who your audience is and where to find them? They can’t find you. And in the end this is all that matters. There’s always big talk online about web traffic but the traffic that really matters is smart web traffic – the web site traffic that includes those to whom you can easily make a sale because you offer the perfect product for them.

Those who engage in online marketing on their clients’ behalf – a web site optimization firm – understand smart web traffic; it’s what they are always working to generate. This is the point of the search engine optimization (SEO) and pay-per-click (PPC) campaigns. Not only is it meant to generate interest by the search engines, it is meant to generate interest among a particular audience. More to come in the next post…

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