It’s not enough anymore to build a website with a couple of pages about your company and wait for the visitors to start showing up. Driving website traffic has become an art form that requires a combination of technology and marketing know-how.

In order for Google to correctly catalogue a blog or website, certain steps must be taken on the back-end development. User experience is another factor for determining your website’s rank on a page of search results. However, some companies and bloggers will try to tell you that stuffing your webpages with certain keywords or paying someone to link to your website is the easiest way to increase your SEO and traffic. At R&A, we know that they only way to increase traffic in a sustainable, sure-fire way is by following the steps outlined below:

  1. Make Your Website Easy to Navigate

Every website should be organized logically with a root page (your home page) and then categories and sub categories falling below it. This will make it easy for both humans and Google search engine crawlers to find information about your business and your goods or services.

It is also a good idea to have a sitemap for your website. This is simply a list of the pages shown in hierarchical order. According to Google, their crawlers are advanced enough to detect the structure of your website if it is linked properly, but it won’t hurt to have one just in case. A sitemap is especially helpful for very large websites or ones that have a lot of pages of content that are not linked to each other.

Creating a coherent navigational structure for a website is also important to increase conversions. Unless your only goal is to increase the number of visitors to your website, you also need to guide customers to take action. This can be to make a purchase, become a member, or simply follow up for more information. Creating a successful sales funnel will completely transform your digital advertising game!

  1. Use Simple URLs

This quick and painless task is too-often overlooked. When creating a new page or blog post, it’s important that relevant keywords are used in the URL (website address). Rather than a long string of unintelligible numbers, use the most important words after the domain name of the site. For example, the URL for R&A’s Contact Us page is When writing a blog post, use the title of the article in the URL. But first, subtract unimportant words like these: a, the, and, so.

URLs are a great way to create a sitemap without having to physically build one and update it every time your write a new article or make a new page. By building categories into your URLs, Google can automatically determine the layout of your website. For example, if you are building an ecommerce site for shoes, you could build URLs that look like this:

  1. Create Titles Using HTML Tags

Every single page on your website should include content that is displayed using HTML tags. So when creating the page on the back end, your developer needs to have a set of fonts that includes title or header fonts in a specific style and size. Then when creating content for each page, there should be a clear title that is written in the title font.

When R&A creates a website for a client, a theme is created for the entire website that allows us to create title fonts as well as sub-headers and more. This will help pages increase their ranking for specific topics. The titles don’t have to be long, in fact it is better if they are approximately fifty words or less, but they will have a big impact on increasing traffic through organic searches.

  1. Produce Quality Content

Content marketing is a proven technique for increasing website traffic. Entrepreneur suggests that business owners focus a big part of the marketing efforts on content to drive web traffic and maximize their marketing ROI. Just one great article can boost organic traffic (read: FREE traffic) a tremendous amount and help turn your website into a trusted influencer in the industry.

And remember, content doesn’t always have to mean thousand-word articles. You can use online tools to create an infographic that you publish on your blog and social media, or you can invite someone to write a guest post in exchange for linking to their blog or site. This will help both of you create valuable backlinks that will improve your SEO.

Content is a great way to include specific keywords that increase traffic by appealing to the right target audience. Whether you are creating content that is informative or transactional, it should be written to appeal to your ideal customer. Once you have hooked your audience, you can use internal links to take them down the sales funnel mentioned above and convert them into customers. This is a much more sustainable method than to try and write one piece of viral content after another.

  1. Focus on Good Search Engine Optimization

Once your website is easy to navigate and crawl, you can focus on implementing other techniques that will optimize your search-ability. This includes things like linking your website to your Facebook page, LinkedIn profile, and other social medias. You should also include a Google Map on the contact page and follow these tips to increase your Local SEO. All of these tools will help you generate traffic to your website and physical storefront.

Need help boosting website traffic?

If you are reading this article and thinking to yourself that you just don’t have the time or experience to implement these practices, you’re not alone. The development team at R&A has spent years learning the tricks of the trade and perfecting website creation and SEO. We don’t think it’s possible for anyone to learn everything overnight! But we also know that businesses need affordable websites that generate results. That’s why we offer a variety of packages for custom websites, hosting, and online support.

With a strong marketing background, R&A can help you determine your target audience and utilize keywords, HTML tags, URLs, and other tools to reach your sales goals. Our step-by-step process is thorough but requires little effort on your part.

Want to learn more? Read about our Custom Websites, Care Plans, or contact us directly! Or join our social network to keep up-to-date on the latest news in digital advertising!