by Bruce Newman

   This article was originally published in The Productivity Institute (PI) Newsletter

There are two aspects involving traffic to your website and blog: attracting visitors and retaining them once they arrive.  In this article, I will focus on strategies that will bring them to your site.  In a subsequent article, I will discuss various visitor retention strategies.  Both sets of strategies denote the importance of social media and utilizing productive strategies.

1. Provide constant, informative content.  This can be done across a wide variety of media – blogs, video, podcasts, etc., with the key criteria being that it must contain good, relevant content.  And, it must be original.  People receive few accolades (if any) for retweeting articles on Twitter.

2. Make comments.  Find industry leaders and leave meaningful comments on their blogs and articles.  Omit such inane comments as, “I learned a lot from your article”, which are very common and of little value.  In fact, they might negatively predispose people towards you.  Instead, spend a few minutes providing some thoughtful response or even a simple but well thought out question.  People will take note of your comments and may respond directly to you.  Most importantly, make sure that you always include your contact information and a link with your comments.

3. Use keywords.  I can’t stress enough the importance of keywords.  Make sure your articles use them – particularly in the titles or in any paragraphs that use bold or italicized text.  Simply put, search engines love them.  If you are not currently using keywords, start using them immediately.  There are several good programs out there you can use.  There are also many keyword “experts” available but be careful - they can charge megabucks and not deliver much value.  The cost of a good keyword service should be around $500.

4. Use social networking.  Remember, it’s not designed to sell – only to inform.  You will get a lot better response by providing the quality content mentioned above than by saying, “Buy my product or service”.  Social media is defined as the sharing of information within groups or organizations.  Join these groups and become active.  The more value you supply, the more people will become aware of your presence and what you have to offer.

5. Join and participate in forums.  A good friend of mine constantly posted to a technical forum, offering quality suggestions and content.  As a result, he received several job offers from companies seeking his expertise – and they approached him.  (He’s also very good.)

6. Offer something for free.  It could be an e-book, a free consultation, information, a contest or survey results (if they participate), etc.  As long as people perceive - and receive - value, you will accomplish two things: first, you will generate buzz and help distinguish yourself as a thought leader and two, you will generate traffic and probably new business.

Building traffic to your website or blog can be a time-consuming and frustrating process.  Furthermore, it rarely happens immediately as it’s truly a gradual process.  However, if done properly and consistently, it should ensure a steadily increasing stream of traffic – and results.

Bruce Newman is the Vice President at The Productivity Institute, LLC, an acknowledged leader in locating, evaluating and matching the specific areas of expertise of consultants to the needs of its clients.  Bruce has started writing and giving talks on the power of social media and how to harness it to improve brand awareness and sales. He is also the editor of the Productivity Institute Newsletter, a free content-is-king newsletter and thought leader.  Follow him on LinkedIn, Twitter and the Productivity Institute blog.