A key concept in generating more traffic to a website is understanding how your site is currently situated in the web.

Search, Social and Desert Islands

Most people in business have a concept of the web that is the same as the concept of the physical location of their business. There’s this idea that the web is this crowded space, and that building a great site with decent content is the way to get people to visit.

Offline, this idea works – build a gasoline station at an busy intersection where there isn’t another convenient one for a few miles and it will likely be a cash cow.

Location, location, location, as they say.

You’re on the Information Superhighway – But Is Your Site on a Back Road?

Online, this is also true, but in a completely different way. There’s an argument for believing the web is crowded, but even under that theory, you have to realize that when you build your store online, it’s not in a crowded mall – no matter where you set it down.

Every website, every website, begins on a desert island, metaphorically speaking.

That is to say, despite the crowding on the web, when you first build your site – no one knows it’s there. And there are, at first, no roads connecting your site to the main roads where people are traveling the web, such as Google, Facebook, YouTube, etc.

It is up to you to build paths from those major thoroughfares back to your web location.

It is up to you to choose to build the kind of road that is most likely to lead the people you want back to your site.

It is up to you to make sure those people want what you have so badly that they’re willing to start the dialogue, online or off, that leads to sales.

Once you figure this out, the solution lies in maintaining the conveyances you’ve built – and accepting that any new trails you need to build may not be from the source you’d most like.

Sometimes you can target a search term that brings hundreds of visitors a day.

Other times there isn’t an appropriate term to target that will bring you the number of visits you need in order to be profitable.

That doesn’t necessarily mean you shouldn’t still develop a search strategy or that you can’t get traffic to your site. It may just mean that you need to be more willing to explore other methods of traffic generation in addition to search — which is a good idea anyway.

Here’s a free, 40 minute video I made about this concept. I never shared the product I created to go with it, because, quite frankly, I hated the name I came up with for it. Let me know in the comments if you’d like to get the rest of the series and I’ll put it in my store.


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