Sales & Support 1-888-220-7361

The Reciprocal Consulting Blog

You are Browsing the January 2014 Archive:

Affiliate marketing icon Sugarrae posted a rant knocking Google and Matt Cutts off their conjoined high horse. Near the end of her post is this brilliant little gem:

From here on out, you work on generating traffic. From here on out, you work on generating branding. From here on out, you work on obtaining customers.

There’s more. You’ll have to excuse the profanity, but you should read the post. I’ll add this caveat:

This is really nothing new.

Your job has always been to build traffic and brand. That hasn’t really changed. The problem is, many online marketers got away from the real goal and started focusing on search engine rankings. Rankings are nice, but they’re not an end in themselves. They’re not the end goal. They are a means to an end.

With personalized search, Google+, and other late great algorithm changes, you can’t predict search rankings.

You might have a page rank #1 for a search phrase only to later in the day rank #10 for the same search phrase. There are a number of reasons for this. One reason is because different searchers have different search profiles and Google is tracking them. You can’t control that. That’s why you shouldn’t focus too heavily on ranking in Google.

Online marketers now have a lot of reasonable avenues for attracting new traffic to their websites. You have:

  • Facebook
  • YouTube
  • Twitter
  • Pinterest
  • Bing
  • Niche websites

And more!

Focus on building your brand and traffic through a variety of online promotional means. If you do that, rankings will take care of themselves – as long as you don’t get too spammy.

One of the most important aspects of running a business – any business – is data. Actionable data. You need information on which to base sound decisions that lead to increased profit. That’s what Web analytics is about.

If you’re a local business, you have to realize that every piece of content you publish online is available to anyone on the Internet.

While you could block Internet traffic from other countries and regions, you don’t want to. What if someone who lives locally to you takes a vacation in Europe and tries to visit your website to plan their re-connection with you upon their return? A better plan is to use analytics to track your local traffic and measure your results where it counts.

Google Analytics allows you to create custom reports just for that purpose. Why not create a custom report in your analytics package that gives you the important metrics that are important to your business.

Another aspect of local business is mobile marketing. This is especially true for certain sectors, like restaurants and tourist destinations. Are you measuring your mobile traffic and other mobile metrics? Do you know how many conversions you get from mobile devices versus desktop and laptop machines? If not, you should.

Finally, you should be tracking offline conversions. In the pre-Internet days, that was easy. Today, when many businesses are focused on tracking website conversions, it’s easy to lose offline conversions in the shuffle. But chances are, your business is still converting walk-in traffic and other offline traffic. You should be keeping with it.

Analytics is about more than counting traffic and bounce rates. Learn how you can keep tabs of the important information relevant to your business.

Google has a way of forcing webmasters to act a certain way or to move in a certain direction. If they don’t like a certain practice, they just tweak their famous algorithm to discourage the practice. It usually works.

The search engine has been really active in the last couple of years. There was Panda, then Penguin, and finally, Hummingbird.

What happened was webmasters figured out that the old link building practices were killing them. So they decided to try something different. Now, guest blogging is the link building practice of the day. There are some good reasons why guest blogging has caught on besides Google’s algorithms. One of those is because it just makes good business sense.

If you write a lot in a particular niche, why wouldn’t you go to a blog owner in the same niche and request to write a blog post for them? You’ll have direct access to their traffic, which you could then funnel to your own blog.

This is the real value of guest blogging – not the links. Inbound links are just pudding to top it off. Any time you do something for the link building value, you should ask yourself if there is another reason to do it. If not, then it’s probably a waste of time and money. Guest blogging has other reasons, which means it’s something you should be doing.

Search Engine Journal explains really well why you might be losing traffic to Google if you fall into a certain website classification. But it’s been our experience that even new websites aren’t getting as much direct traffic from Google as they used to. And that includes websites where Google is not providing direct information.

Nevermind why this is happening. The truth is, you can’t do anything about it. Except one thing: Seek alternative sources of traffic.

Now, more than ever, it is very important to seek website traffic from other sources. But what sources should you consider? Here are three specific sources I’d recommend for getting more website traffic besides Google search:

  1. Guest blogging – Much has been said about guest blogging. I won’t harp on the benefits. One thing is for sure, however. If you guest blog correctly, you’ll get more traffic to your website. Start with blogging on sites within your niche or that target the same audience you do.
  2. Social media – Google can’t control Facebook, Twitter, and other social media sites. If you’re more active on these sites, you’ll drive more traffic to your website. You may also appear in Google search more for your brand name, which is a huge benefit. By the way, Google+ is included in this category, and you should know that Google+ is counted as a separate referrer channel in most analytics packages than Google search.
  3. Paid advertising - Google wants your money. They want you to advertise with PPC. That’s why they’ve made certain changes like (keyword not provided). Don’t get upset about it. PPC is a good traffic generator. Use it wisely.

I know what you’re thinking. PPC costs money, and that’s true. If you want a less expensive alternative, spend some time on social media. It’s growing in its payoff benefits.

A few years ago, if you’d have asked anyone doing any kind of Internet marketing at all what their No. 1 referrer was, the answer would have been overwhelmingly “Google.” In fact, Google accounted for about 90% of all website traffic at one time. Today, that number is reduced drastically.

If 60% of your traffic is coming from Google today, then you’re doing well. Chances are, however, that you’re getting the bulk of your website traffic from other sources.

But what are those other sources?

For many website owners, those sources include:

  • Facebook
  • Twitter
  • YouTube
  • Craigslist
  • Third-party niche websites
  • LinkedIn
  • Pinterest
  • Google+

See a trend?

For many website owners, social media has risen to be the No. 1 referrer of traffic. If you are active on several social media sites, then you may have noticed that too. But more often than not, it’s not just one social media website that is referring traffic. It’s several sites delivering a portion of the traffic each.

In that climate, Google may still be your No. 1 referrer, but it isn’t a majority referrer. In other words, they may refer more traffic to your site than any other website but not above 50% of your total traffic. If you do get more than 50% of your traffic from any one source, then you’ve got a gold mine.

This is important to note for several reasons. You should put your money where your traffic is, and where your conversions are.

In other words, if your No. 1 traffic referrer is Facebook, no matter what the percentage is, then focus on converting that traffic to sales. If Facebook is your No. 1 traffic source but most of your conversions come from Twitter, then spend a little more time on Twitter. But don’t neglect Facebook! Instead, try to figure out how to turn Facebook traffic into sales.

It’s an age-old strategy. Put your investment where your payoff is. Re-invest in your biggest moneymaker and you’ll see your ROI go up.

Google is getting more sophisticated in the way that they allow webmasters to track and measure website traffic. The new analytics is referred to as Universal Analytics.

Universal Analytics is centered around four specific and key areas of measurement:

  • Organic search traffic – Universal Analytics allows you to designate which search engines are more significant to your measurement goals. You can remove search engines from your list and prioritize those that are on your list.
  • Session and campaign timeout – The default is 30 minutes for sessions and 6 months for campaigns, but Universal Analytics allows you to change those parameters based on your cookies and website policies.
  • Referral exclusions – Referral traffic is an important metric for any website. By being allowed to exclude certain referral sources you can get a truer picture of your session timeout data. Learn more about how this works here.
  • Search term exclusions - You can exclude search terms that people use to find your website and when you do Universal Analytics will count that traffic as Direct Traffic.

Universal Analytics gives you more control over how you measure traffic information related to your website, but it also means spending more time playing with the controls that measure these statistics.

If you need help figuring out Universal Analytics, talk to a search engine marketing specialist about how to incorporate it into your business.

Sometimes it takes a while to see improvements in website traffic. You may go weeks or months before you see any real improvement in your traffic numbers. That’s because it could take that long for other metrics to kick in. Here are 6 important metrics you should measure before you concern yourself with traffic.

  1. Organic listings by keyword - When you start out you don’t have any search engine rankings. It takes time to get those. You should see immediate improvement, however, in the number of keywords for which you do have rankings. Even if you hire a new SEO company after having been in business for a few years, after two or three months you should see a broader range of keywords for which you are ranking in the search engines.
  2. Higher search engine rankings – For those keywords that you do rank for, you should see some improvement in rankings. It may not be much, but it should be something. If you start on page 10 of the SERPs for one of your keywords, you should move up to page nine or eight after awhile. Even a little improvement is better than none.
  3. Number and quality of links – You can always count how many inbound links you’ve earned. Just as important, however, is the quality of those links. Don’t just build a bunch of low-quality links and think you are doing SEO. Focus some of your efforts on obtaining high-quality links, as well.
  4. Social shares – You can always look at how many tweets, retweets, Facebook shares, +1s, and Google+ shares you get. These often translate into more traffic.
  5. Onsite metrics – Putting traffic numbers aside, how many pages on average does the visitor you do get visit once they’ve landed on your site? Furthermore, how much time do they spend on your site? And what is your bounce rate? If these numbers aren’t desirable, you can always put together a strategy to improve them.
  6. Conversion rate – It doesn’t matter if you have 100 unique visitors per month or 10,000 UVs. If the traffic you get isn’t converting, then you have a problem. As you work on generating more traffic, measure your conversion rate along the way.

If you measure the right website metrics from the beginning, then when you do start getting traffic you’ll be in a better position to analyze the effectiveness of that traffic.

You’ve spent hours upon hours of time pushing your content through social media channels and analyzing the results. You get lots of traffic to your website only to see it bounce and go somewhere else. Is this how social media is suppose to work, or are you doing something wrong?

Traffic generation is good. I’m glad you are able to attract visitors to your website, but is your traffic targeted?

It’s better to get 100 highly targeted users to your website than to attract 1,000 non-targeted users. The targeted users are more likely to stick around and check out your content, maybe even buy something. Non-targeted users are more likely to go somewhere else.

It’s important to realize that just because you have a social media presence doesn’t obligate anyone to show up at your business website. People aren’t going to do that. But they will visit your website, and even buy something, if you have what they need.

Social media marketing is not about attracting the highest number of website visitors. It’s about attracting the right website visitors. If you aren’t doing that, maybe it’s time to re-evaluate your social content and see if it’s doing the job you want it to do. You’ll get a higher click-through rate and more conversions if you focus on the traffic you want rather than the traffic you can scrounge.

So many SEOs and Internet marketers spend a lot of time chasing links and then end up with their web pages losing Web rankings. You might get more mileage if you focused on driving traffic to your website instead.

Internet marketing has always consisted of a balance between writing great content and performing solid SEO analysis. God links and great SEO techniques are useless unless they generate a long-term benefit. The best benefit, of course, is an increase in traffic that leads to conversions.

I’m going to share three ways you can increase your website traffic relatively easily.

  1. Becoming a columnist – Everyone wants to be a guest blogger, but you’ll get a lot further if you become a columnist instead. A columnist is a person who writes regularly for a Web property they don’t own. Find a website related to your niche where you can develop a relationship with an editor who will give you a chance to write daily, weekly, or monthly columns on a specific topic.
  2. Paid tweets – Find a Twitter user who posts items related to your niche and who has a lot of followers. Find out their optimal price for paid tweets and ask them to tweet something for you. Twitter is one of the best traffic generation tools online.
  3. Sponsored posts – The thing you have to remember about sponsored posts is you want to disclose the sponsorship openly. If people know you are sponsoring content on another website, they’ll be more responsive to what you have to say. It’s not a guarantee, but people respect openness and honesty.

Not everyone is going to be warm to these ideas, but if you employ them properly and respectfully, they can lead to good website traffic.

Every once in a while someone jumps up and asks the question, “Are Bing and Yahoo! still relevant?” The short answer is, yes, of course they are still relevant. The long answer is a little more involved, but it goes something like this.

Google enjoys a huge share of the search market. More than 60%. The rest is divided among Bing, Yahoo!, and the various search engines below that (Ask, Mahalo, and even YouTube). While it’s important to make sure your website meets Google’s guidelines so you can rank your website well in its index, it’s equally important to ensure that you diversify your traffic sources.

Those of you who have been around for five years or more may remember MySpace. At one time, it was the No. 1 social network. Now, hardly anyone thinks about it.

Why is MySpace important? Because it should serve as a lesson. Obscurity is just one competitor away no matter who you are – even Google.

Google may be top dog in search today, but that doesn’t mean that Web users won’t find something to replace them next year. It could be Facebook or it could be something else. If you rely entirely on Google and Google starts sending you less traffic (even if they don’t fade into obscurity), then your business is shot. Traffic diversity is one of the most important things for anyone running a business online.

For that reason, Bing and Yahoo! are still relevant. Diversify your website traffic.

If you are a local business trying to convert local traffic, the necessary first step is to attract targeted local traffic. But how do you do that?

It’s not a question of medium. Whether you are using pay per click advertising, video marketing, or a blog, the concepts are the same. SEO and social media can be used to reach an audience that is targeted for your particular services. In other words, who needs or wants what you have?

This can often be a challenge for local businesses because you think that writing content about your local area will attract people who live in your area. Maybe. Maybe not.

Let’s say that you operate a restaurant in New Orleans. Not everyone in New Orleans is interested in eating out every day. Even if your restaurant is an Italian restaurant, not everyone in New Orleans likes Italian food. But, if someone is looking for an Italian restaurant in New Orleans, you definitely want them to find yours.

So what’s the point?

If you think that targeting “New Orleans” in every blog post is more important than discussing food-related information, you might be confused. People looking for an Italian restaurant are not likely interested in the Greek festival taking place in your neighborhood. They might be interested in a kids carnival if it is going to be in your parking lot. I hope you see the difference.

The key take away here is to be judicious and thoughtful in how you approach your local content. If it’s relevant to your business, post it. If it will attract people who might be in the market for your services, post it. If not, then don’t mess with it.

In the midst of a great article on measuring ROI in search engine optimization campaigns, Michael Martinez started talking about depreciating link values. That’s an odd way to talk about link building, isn’t it? But it’s really not – not if you consider inbound links an asset.

A Website’s intrinsic value should include the intrinsic value of the links that point to it. So I feel, anyway. Hence, if you can assign a dollar value to links you can improve your asset valuation of a Website. Furthermore, if you incorporate link decay models into your depreciation methodology you can measure a type of growth in asset value that can be used to infer future conversions over virtually any period of time.

All of that’s well and good when determining the value of a website, but what about in determining the value of a link building campaign?

In order for links to depreciate, they have to appreciate. The value of a link is not necessarily what you pay for it – and I’m not talking about buying links. No matter what kind of link building you do, you have to expend some money to do it. So how do you determine link value?

4 Ways To Determine Link Value

One way to determine inbound link value is the traffic generation method. If you can assign a value to each unique visitor and to each real visitor to your website, then you can value your inbound links by the amount of traffic generation they deliver.

The downside to this method is that it doesn’t take into consideration your search engine rankings.

Another way to determine inbound link value is to measure your search engine rankings, but that doesn’t take into consider your website traffic or conversions. It’s not a very good way to judge value because there are a lot of other factors you can’t control.

You can measure link values solely on how well they convert traffic to sales, but there are weaknesses to that model as well. Not all conversions take place the first time a link is clicked, or the first time a visitor arrives at your site. A visitor could click a link and visit your website, then visit it again through a SERP, and finally convert through a PPC ad. So what is the value of that link then?

The fourth way to measure link values is by using a combination of the above methods. The downside to doing this is that you run the risk of counting certain link qualities more than once. Still, by making an honest effort, you can close the loopholes on each method and you stand a better chance of seeing a realistic picture of your link values.

A new study shows SmartPhone clicks have gone up 105% year over year since last year. Traffic from tablet users has gone up a whopping 339% year over year.

Are you astounded?

You shouldn’t be. We’ve been saying mobile marketing is growing, and now we have the proof. In fact, it’s growing by leaps and bounds.

Click traffic overall is up 21% in the U.S.

If you are engaged in online marketing or e-commerce at all, then you need to pay attention to these numbers. I don’t think this is a fluke. I fully expect these trends to continue for at least 3-5 years. More and more people are using Smartphones and using them for shopping online. People are using their Smartphones for finding local businesses and making purchases from global businesses online. Now the question to ask is, how can you tap into that money?

The first step is to make sure that your website is mobile-ready. That includes design as well as your ordering system. Can mobile users access your website?

After making sure that mobile users can access your website and use it, try marketing it. That’s right, marketing your mobile site is a tad bit different than marketing your main website. You can use PPC ads to drive traffic to your mobile site and use other acceptable online marketing methods to reach mobile customers specifically just as you do in searching for other customers.

The age of mobile has arrived. Don’t pass up this opportunity.

Should you be a guest blogger? There are a lot of people online right now telling you that guest blogging is the holy grail of Internet marketing. That’s debatable, but what’s not debatable is that guest blogging does have its benefits. What are they?

Here are 5 benefits to guest blogging that you should consider and chase. There’s nothing wrong with coveting your neighbor’s online reputation.

  1. Enhanced reputation management – If you guest blog on the right industry blogs within your niche, you will build a solid reputation for yourself. Merely being associated with highly valuable and recognized blogs will enhance your online reputation.
  2. Position yourself as an expert – By writing about industry topics and offering solutions to problems you can make yourself an overnight expert on your topic.
  3. Expand your audience – When you write posts on other blogs within your industry you’ll reach people who otherwise might never hear of you. You have the opportunity to expand your audience and tap into someone else’s reservoir.
  4. More traffic to your website – There’s hardly a benefit more important than more traffic to your website. This is an extension of your reputation, your perceived expertise, and your audience expansion efforts.
  5. Search engine optimization – You might as well go for the link while you’re there. You don’t want to appear as if the link is the most important thing to guest blogging, but since you’re there, you might as well take the link.

Focus on the benefits of guest blogging and take advantage of them. It will only help your business.

Should you change your domain name or keep trucking with the domain that you have knowing that you are losing traffic, and revenue, daily?

That’s a big question. Obviously, I can’t answer this question for every online marketer without first looking at your website and your overall situation, but I hope I can at least give you some food for thought.

There are different categories of websites, and website owners. Here is the basic break down as I see them:

  • Cookie-cutter websites – These websites follow the same design pattern and the webmasters who own them generally own more than one. They build a website that is successful then model all others on that one site. A lot of these websites are made-for-AdSense websites and you’ll often find them penalized after the owner has run afoul of search engine guidelines.
  • Unique passive-income website – This could be a made-for-AdSense website or not, but it is clear that the revenue from the site is derived from ad clicks or affiliate links. The owner doesn’t have to continually maintain the site to earn revenue, but it does have a unique design.
  • Unique online business model – Not only does this website have a unique design, but it also has its own business model that requires active maintenance on the part of the owner.
  • Online extension of an off-line business – This website is the website of a previously existing off-line business and has a unique design as a result.

When Should You Change Domain Names And Move On?

When it comes to online marketing, there is one scenario where the type of your website is not an issue. If your site has been penalized for bad links, then that domain name is likely shot forever regardless of which category it falls into. Your best bet is likely to be to build another website and start over. The only exception would be if you could go back and delete all of the bad incoming links, but that is rarely possible, and even if it is, it may not help you much.

Beyond that, there are times when running afoul of search engine guidelines could be a temporary situation if you correct the deficiencies. In those cases, you can probably get by with your current domain name provided that you identify your problems and address them.

There are times when a site is penalized when the owners have done nothing wrong. If you wait it out, you’ll likely see your site regain lost traffic and revenue.

But here’s the catch: Those cookie-cutter websites probably aren’t doing you any favors. If you have several websites that look the same, even if the content is all unique, then that could be a red flag for the search engines. I’d say redesign the sites and see what happens. If your traffic and revenue don’t return after six months or so, then build yourself another site.

How To Decide If Changing Domain Names Isn’t Counterproductive?

You have to weigh the lost revenue against the time you spend trying to figure out the problem. There was a time when figuring out what has gone wrong wasn’t counterproductive, but post-Panda, that time is gone. The Panda algorithm update is such a mystery that hardly anyone knows even now what it addressed, why, or how. Sometimes, the best thing to do is count your losses and run.

Online marketing is really all about content. There’s onsite content, that content which makes up your website. Then there’s offsite content, which is content you may or may not own and does not appear on your website but benefits you in some way; it generally appears elsewhere on the Web and points back to your website.

Today we’ll focus on 4 ways to make good use of offsite content. It’s not necessarily about link building, though if you do it right you can build solid, high value inbound links to your website. Good offsite content can also drive massive traffic to your website, which is even more valuable than inbound links, particularly if it’s targeted traffic.

Here are 4 sources of offsite content, places where you can publish your content for inbound links and traffic:

  1. Review websites - I’m talking about places like Yelp and Amazon. You do not necessarily own review content. If it’s written by someone else, you won’t own it. But that content can benefit you nonetheless. If people write good reviews of your products, you’ll make sales. Those sales might be on your site or might not be, but they’ll be sales.
  2. Niche blogs - Go out and find niche blogs that target the same demographic you are targeting. Write a guest blog post for that blog with content that is targeted toward that audience.
  3. Social media sites – Facebook, Twitter, LinkedIn, Pinterest. They all have one thing in common. Your content can attract new followers and fans, people who will eventually end up on your website.
  4. Directories – Directories have been dismissed by a huge portion of the SEO and Internet marketing niche, but there are still a few good directories out there. Not all of them have been banned by the search engines. Search for high value, high authority directories like DMOZ and add a listing for your business.

Offsite content is not always about search engine rankings, but if you get them it’s icing on the cake. Rather, you are trying to drive people back to your website where they will get your real high value content.

It’s pretty well established by now that long tail keyword phrases have value in and of themselves. But what constitutes the long tail?

Generally, the long tail is defined by those keywords that are less competitive than the broad search term. For instance, “website design” would be considered a broad search term. As of this writing, there are 1.79 billion results in Google for that search phrase. But we can narrow the search field by narrowing the scope of our search. Let’s try “website design for churches.” Barely more than 5 million search results.

OK, so now let’s put our keyword phrase in quotes and search. Just 11,200 results for the exact search phrase “website design for churches.” There’s your long tail.

What Long Tail Keywords Can Do For Your Business

If you were to target that keyword phrase, you wouldn’t get a lot of traffic. But if you do website design for churches, then it’s a targeted keyword phrase that would be easier to exploit for traffic purposes and you stand a much better chance at getting on page 1 for your search engine optimization efforts.

The long tail represents opportunities for you to capitalize on less often search terms that could still be profitable for your business. Think about this hypothetical-but-realistic scenario:

  • The most popular search phrase in your industry delivers 10,000 unique website visitors to the website in the No. 1 position in Google. It’s not you. In fact, as a new business, you are down somewhere on page 100 of the search results. You get no traffic from that phrase.
  • One long tail keyword phrase delivers 50 unique website visitors to the website in the No. 1 position in Google for that phrase. You’re No. 3 and get 10 uniques a month from that phrase.
  • You target 100 long tail keyword phrases and get an average of 25 unique visitors each month from those keyword phrases – a total of 2,500 unique visitors.

Let’s stop there. With 100 long tail keyword phrases you are able to capture 2,500 very well targeted website visitors each month, and let’s say you convert 10% of them into sales. That’s 250 new customers per month. If your average sale is $30, that represents an income of $7,500 per month. Would you rather have that or 0% of 10,000?

Long tail keywords are great opportunities for new businesses online. In time, you can turn long tail keywords into broad search income. But it takes time. Be patient.

Since the Panda and Penguin updates, SEOs and Internet marketers have come out of the woodwork to tell us all how to survive the updates, how to recover from the updates, and how to ensure the next update doesn’t kill our rankings. Quite frankly, I think it’s unnecessary. If webmasters had been focused on delivering good content all along, then the discussion would be moot.

“But I followed Google’s guidelines!”

It doesn’t matter. Following the guidelines is one thing. Providing excellent content that readers want to read is another.

We’ve entered the age of content marketing, like it or not.

What Is Content Marketing?

Content marketing is the process of writing content for your website and elsewhere that promotes your brand, improves your reputation, and drives traffic back to your website. You are looking at driving traffic, not improving rankings.

Don’t know the difference? Try achieving a No. 1 ranking on any search engine that doesn’t deliver traffic to your website. It happens. Believe me, it happens.

Here’s a question: Would you rather have a page 2 ranking that sends you 10 unique visitors per month or a No. 1 ranking that doesn’t send you any? Now see my point?

The purpose of content marketing is to drive traffic to your landing pages and convert that traffic into sales. It doesn’t really matter where your traffic comes from. That’s irrelevant. You want as much traffic as you can get and you want it to be targeted traffic. Pursuing search engine rankings is the old way of marketing online. Delivering fresh, original and unique content is the way it should be done now. In fact, it’s the way it should always have been done. And when you do it that way, you’ll get the traffic you want and the traffic you deserve.

Anyone who has owned a website for a couple of years or more knows that you have dips in traffic. There are highs and lows, peaks and valleys, and ups and downs. That’s really the nature of life. So did you experience a high or a low this Memorial Day weekend?

Depending on your niche you may have experienced a dip in traffic. If so, don’t sweat it. That happens. Many niches see dips over long weekends and holidays. Memorial Day is a day when a lot of people take a break from the Internet to do other things – like enjoy a barbecue cook out with their favorite neighbors and a case of beer, or to attend Memorial Day events that honor fallen veterans. Maybe both.

Traffic spikes happen and traffic dips happen. Your job as webmaster of your company’s website is to figure out a way to keep your current visitors coming back and to attract new website visitors over time. Don’t get wrapped around single events. It’s a marathon, not a sprint.

So how do you do that? In a word, there are a number of ways that you can keep steady traffic flowing to your website. Here are a few ideas:

  • Blog daily
  • Stay active on social networks where your audience hangs out
  • Do some article marketing or guest blogging
  • Join a few forums
  • Comment on some popular blogs within your niche

>Website traffic is an up-and-down game. Always has been and always will be. Don’t sweat the small stuff.

Facebook and Bing have been partners for some time. Recently, Facebook has started to get a little bit more aggressive at promoting search to its users.

The Bing ad appears to Facebook users when they log out of their Facebook accounts. Evidently, that happens often enough that Facebook thought it might be prudent to capture those users with an ad promoting their preferred search engine – Bing. Of course, it’s still too early to tell if the promotion has resulted in Bing picking up any market share. But it could happen.

What’s even more important is, How will this affect businesses who use Facebook? Or businesses who SEO their websites for Bing?

That brings up another point. ARE you SEOing your website for Bing? Of course, you should be.

Bing has nowhere near the search market share that Google has, but it’s still a sizable enough of a market share that you shouldn’t ignore it. People do still search the Internet with Bing and it seems that more and more people are doing so. Many websites show Bing as in the top five among referrers to their website. And that’s signficant.

If Bing is listed in your referrer log as a site that sends traffic to your website, then you should do as much as you can to encourage that traffic. SEO your website for Bing search. That means new pages and old pages.

You can improve your website’s Bing SEO for old pages by checking your rankings and tweaking your pages with some type of multivariate testing. You should employ solid SEO practices for your new pages to see how you make your Bing SEO shine.

Bottom line, don’t ignore Bing – or Facebook – for traffic.