Happy New Year! This is the another in a series of blog posts on trends to watch in 2011.
Want More Traffic? Fragmentation of Internet Traffic Makes it More Complicated
Web traffic is the lifeblood of any website. It used to be that you had three choices to get traffic to your website.
Then along came social media, mobile and apps and the fragmentation began. Google is no longer the only game in town. Facebook with it’s 500 million plus users can drive a lot of traffic. When the Beatles came out on iTunes, 26.32% of traffic to Apple websites came from Social Media, a jump from 15%.
Some traffic bypasses the web entirely, being facilitated by apps on mobile devices. Admob reports that “45% of our worldwide traffic now comes from smartphones, much of it driven from applications that didn’t exist several years ago.”
Putting something on a website to be found by Google worked in almost every niche. Maybe they didn’t buy anything, but if you did it right you always got some traffic. This “universality” is not replicated in our new fragmented world. Facebook only works for web traffic to websites on topics that you would like your friends to know about. While there are those who will share anything with friends, there are still more that will think twice about sharing topics that don’t come up easily in casual conversation, the usual suspects: porn, politics come to mind here. The three “C”s do well in social media: Cute, Celebrities and Causes.
Apps on mobile phones, fit in a different paradigm, the best apps deliver quick answers, and the real interesting ones marry the digital and physical world (check the iPhone app that delivers personalized traffic reports), in some ways apps are leading the charge to intermarry the internet with more of our life. Study of human behavior and needs could be real helpful here.
So with more choices on how to market your business on the internet comes more decisions. It’s more fragmented and not every ‘channel’ works for every niche.
Kathy Alice Brown is a traffic and conversion expert specializing in SEO, Copywriting and Facebook Ad Campaigns. In her spare time she loves to get outside.