Quality traffic is made up of users who, after visiting your website, move through the conversion funnel: they subscribe to your newsletter, ask questions, become interested in your services and, finally, purchase and become loyal to you. Not all visits translate into real interest in the brand.
Therefore, for your content strategy to have a satisfactory return on investment (ROI), you must avoid certain actions that can be misleading: those that may serve to generate web traffic, but not quality traffic . In this article, we are going to review some of the most common reasons why websites do not attract quality traffic.
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Why web projects fail to attract quality traffic
Common mistakes in web projects when it comes to attracting quality traffic)
Generating too many expectations with titles (clickbait)
There is a lot of misleading content on the Internet, meaning that it creates expectations (especially with the title) that are not met. In the most obvious cases, this is known as clickbait . There are many websites that only want users to click and reach their content, only to be disappointed and leave unsatisfied. However, this practice is increasingly penalized and will not help a brand at all.
When analyzing web traffic, it is important to ensure that the bounce rate is not too high . The bounce rate refers to the proportion of visitors who enter the website, look at a single page, leave without netherlands email address and do not return. When optimizing SEO, the most appropriate keywords are sought and included in the titles, but the work does not end there. The second part consists of generating quality content, with writers specialized in the subject they write about, that responds to those titles. A high bounce rate, in addition to generating dissatisfied visitors who do not convert, is a penalty in Google's algorithm.
For example, the website Unotv uses a rather striking title in this article : “Women paint with their breasts to “cure” cancer.” In this way, they generate high expectations in readers, who will want to know in some detail how such an innovative project is developed. However, the article barely reveals any information about the initiative and is full of obvious phrases such as “Cancer is one of the most terrible diseases.”
An effective content strategy includes articles with depth, analysis and supported by concrete examples.
Not listening to the audience
Knowing (well) the brand's target audience is a cornerstone of the marketing strategy , not just the digital one. This means putting yourself in their shoes and to do so, it is necessary to start by listening. The most effective content for attracting quality traffic is that which responds to the problems that potential consumers encounter.
