December 5, 2018 • Aerio Staff
Once you’ve built your author website and you're generating regular blog posts, there are many practices you can implement to drive more traffic to your site and sell more books!
Even if your current website traffic numbers are not quite meeting your expectations, you got this! See the standard online traffic sources below, and a few tips for increasing the traffic flow in each category.
Organic traffic arrives at your site as a result of a search engine. It is not paid for but earned through solid keyword research, optimized content & other Search Engine Optimization (SEO) strategies.
When you head to your favorite search engine, type in a search term and view results that do NOT say “Ad”- these are organic search results.
Tips for Driving Organic Traffic:
Yes, people spend a lot of money on SEO but you don't have to. There are many basics you can implement that won't cost a penny - especially if your author website isn't complex.
These basic SEO tactics deliver a great experience once users find their way to your site. Consider learning the basics of SEO from resources like Moz and you might surprise yourself!
Build keywords into website content, use them to spark new ideas for blog posts, incorporate them into social posts, your author profile, etc.
Need to know what's working? Check out what your competition is up to! Here are a few ideas to get you started:
You don't have to be a pro or have special equipment to create video content. Interview a special guest, create a quick clip of yourself talking about your new book or reading reviews from an existing book.
Direct traffic is attributed to those folks who are actually typing your URL into their browser.
Tips for Driving Direct Traffic:
Paid Traffic is just what it sounds like. When you pay for Google Adwords or a Pay-per-Click (PPC) campaign, the traffic comes from a search engine but is not organic.
Tips for Driving Paid Traffic
This is a fairly common practice and it delivers clicks, but it can get costly. You might also look into Google re-targeting ads which appear for folks who have visited your site before.
Facebook tends to be very affordable, very customizable and there are many ways you can use social ads to drive more traffic and sell more books. Experiment and see what works!
Maybe your book was mentioned with a link on another blog or website. This would result in referral traffic. Referral traffic also happens to be GREAT for your SEO rankings.
Tips for Driving Referral Traffic
Try creating a blog post listing your top 10 favorite author blogs or your favorite books of the year. Chances are, anyone you've included on that list will happily promote that post!
Though it does take some time to build up a solid following, social media is an excellent way to deliver compelling content that drives traffic to your website or blog post!
Tip for Driving Social Traffic
Trying to understand and manage multiple channels can become quickly overwhelming if you don't have a team helping you. The key is to be where your audience is. Based on what you know about your target audience, you can probably determine which channel or channels are the best fit. 79% of people online use Facebook, so if you're really unsure where to start - that's a pretty safe bet!
Ask questions of your followers and respond to comments and direct messages. Share curated content that you've gathered - whether it's funny, inspiring or informational. The important thing is that it reflects your personality.
People love to feel like they know authors or other celebrities as individuals. Your social media channels provide a fantastic avenue for you to provide value and deepen relationships with your fans while fostering a sense of community.
When you send email newsletters or direct emails and include links to your website pages or blog posts, you generate email traffic. Email traffic is particularly relevant because there’s an existing relationship.
At some point, the receiver has opted in to receive communications from you and if they are clicking on links in emails, they find your content worthy. This makes them a truly qualified prospect!
Tips for Driving Email Traffic
Try changing up your email signature monthly by including a teaser or a question related to a blog post and link to it.
Whether you do an occasional email blast to announce a new book launch or you have a monthly e-newsletter, be sure to include links back to new and refreshed content that will keep your readers actively engaged! Include highly visible invites to join your email list on your website and on social media!
As with all of your tactics, pay attention to your results. What time of day gets you the highest open rates? Which content is delivering the most click-thrus? Learn from your data and adjust appropriately.
You've worked hard to build a solid author brand platform that you're proud of. Put these tips to use to make sure that more traffic - the RIGHT targeted traffic - is finding you! Your niche audience, your brand and the content you deliver are unique to you. What drives a ton of traffic for some may fall flat with others. Start out by engaging in the strategies that feel right for you, then continue to add on and mix it up.
Take note of what your analytics are telling you about what is popular and how people are arriving at your site. By understanding where your website and blog traffic comes from and what content resonates with your readers, you'll know better what to refine, what to ditch and where to focus going forward!