The behavior of the website visitors is highly dependent upon the context. We must understand why the link that points to our website and drives traffic and attention to our website is so critical. When people visit a website they like and read an article or story published on that website, they do it because they are interested in that article or story. And within that published story or article, if they see a natural or context link pointing at your website, and that link is a relevant part of the story and aligns with its content naturally, people are most likely to click on it. These contextual links are part of the natural flow of story and content, and are thus relevant and add value. Contextual links are part of the subject matter people are already engaged with. So people are tempted to click them as they think it will give them more insights and information on the subject.
Once people click on the context link, they arrive on a landing page of our website and find content that is of high value and relevance for them. Our landing pages are the continuation of the subject matter only. So people spend more time on our website getting informed and learning more about the information we share, or products and services we promote on our website. They then make informed decisions if they want to buy our products and services or not, leading to conversions.Clearly, contextual links published on relevant 3rd party websites get us the most relevant website visitors and much-needed traction. This is because people are already engaged with the subject on our website before they even arrived on it, and that is why they tend to stay longer.In case of visitors arriving from other sources like social media websites, they are often dis-engaged users as they are not able to read the complete information or our website link, which often truncates in the social media posts like tweets. They come reading only the half-baked information and are not completely engaged with the subject on the landing page of our website. And this most often leads to disappointment once they realize the subject on the landing pages is not exactly what they were looking for.
Discussion forums, on the other hand, is a fantastic high performing source. It drives visitors that are not only engaged with the subject, and but have a lot of interest in getting more informed. They come directly from a one on one referral source of the forum. The information that is shared on forums is highly relevant, as it is shared by established thought leaders and gurus. And if a contextual link pointing to our website is published on it, it is like a 3rd party recommendation from a highly credible and well-respected source. As far as news websites are concerned, they link to websites they refer in their news stories and articles. Since most of the popular news websites have high traffic, there are chances if your website is referred in one of their stories with a contextual backlink, it would drive a lot of traffic and attention to your website. This way, news website also land a certain amount of their own credibility to your website by sharing information about your company or brand through a contextual backlink with their own audience. There is very little competition in case of a news website, as all the stories that are being published on a news website are being published by news agency itself. No other news agency can publish an article on their news website. Only editors and content publishers with due approvals and entitlements can do it.
But in case of a social media website, there is very high competition. A lot of companies and brands have their presence on social media websites like Facebook, Twitter, and LinkedIn. And all these brands publish multiples stories a day, which leads to divided and unfocused user attention. Users who arrive on your website from a social media website like twitter have divided attention because they have ready access on the same subject coming from social media posts of other brands as well. Multiple brands are competing over limited users attention on social media in such cases. Because the users have so many options available on the same subject, there is a tendency of high drop-offs and low dwell times, as these users want to read other posts as well in the limited time they have. Moreover, social media has very less context, because there is a lot of digital noise on thousands of subjects, users can barely focus and stay connected to the same subject for longer durations. Clearly, social media accounts for high competition and highly disengaged audience. Search is in the lower-middle portion of the pyramid because it is dependent on the searcher to determine context. The context is determined by the type of phrase or keywords that are used by the searcher. The competition always remains the same. There are some paid results, some local search results, and 10 organic search results on the first SERP. Searchers are aware of these multiple options they have to roll back on if they don’t like the content on your website. That is why it is rated as a medium engagement channel.
Some of the suggested best practices for improving website traffic through contextual backlinks are:
- Audit the linking website and make sure it is relevant to your business, promoted products, and services on your landing page.
- Audit the content of the published article and make sure the information about your business is correct.
- Make sure the contextual back-links are natural and part of the story.
- Identify the entry points to the website.
- Estimate the engagement.
Measure and compare the behavior and performance of contextual back-links coming from different sources.
Search phrases or keywords used by people shows their intent. Keywords tell you what people are looking for, what they want to know, and where they want to go. Once you understand the intent of our users, then you can look at the analytics from a better perspective and improve your digital marketing strategy.You need to identify what people want. That is the intent. And you can easily know this by researching the keywords being used by people to arrive on your website.
While some keywords may be relevant to you, other keywords may not be so. Even if such irrelevant keywords are popular and are driving considerable traffic to your website, they would surely result in high drop-offs and exits.
So, you only want to track only those keywords that are relevant to your business, products, and services, and aligned with on page content. Visitors using such relevant keywords are highly likely to convert, as they are exhibiting a clear intent by using those keywords in first place. You just can’t have the same marketing strategy for the different type of personas and buyer segments you have. Therefore, it becomes all the more important to use relevant keywords for your campaigns and website content.
Most of your website visitors may be using a pitcher keyword like marketing, but at the same time, they may also be using other additional glass segment keywords like digital, social media, online, internet, etc. Not all the keywords would be relevant for you. Different visitors may have different requirements and intention, and so, they would use search key phrases or keywords that best match their requirement. People who are searching for online marketing may have very different requirements than those searching for social media marketing.
Depending upon the kind of business you have, you might be happy to see some keywords and search phrases being used more often than others. And by all means, you should. You can’t market to everyone using the same yardstick or keyword. People interest in learning social media marketing only may not be interested in a complete digital marketing course. They have different intentions. So even though people may be using same pitcher keywords, but if they also use glass segment keywords in addition, they need to be sold and marketed to differently as they have different intentions. So where exactly a visitor enters your websites would make a considerable difference, as to how well they go through your website to achieve their goals and objectives. You should be prepared to meet pitcher segment and glass segment user on their own terms. Are you giving due importance to their intent and requirements? Or are you using the same keywords to target all the segments with different intents? It is very important to ask yourself these fundamental questions from time to time. You want people to enter at a right and relevant landing page on your website. And so, you should make sure to use the right keywords on the landing page and in your paid campaigns as well.
- Long tail keywords or more words mean more intention.
- Find action keyword being used by pitcher segment. It is the single most popular keyword for your website – marketing.
- Identify differences in keywords being used by glass segments – digital, online, social media, internet, video, mobile, affiliate.
- Identify keywords that lead to longer dwell time.
- Identify keywords that lead to repeat visits.
Online Courses you may be interested in:
- Digital Marketing Master Course
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- Mobile Marketing Course
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- SEMRush Content Marketing Course Certification
- IBM Enterprise Marketing Management Sales Certification Exam
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- Professional Diploma in Digital Marketing Certification by Digital Marketing Institute, Ireland
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