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Video 32: Protect Your Insurance Site By Diversifying Your Traffic

March 15th, 2011Posted by akassover in Competition, Insurance Agent Websites, SEO, Videos

Transcript:

*Hello, it’s Aaron Kassover from AgentMethods talking about insurance websites.  Now, I was talking yesterday about some changes Google made recently to their algorithm that reduces the priority they’re putting on low content sites and how that’s affecting some businesses that specialize in producing lots of volume and low content; where they’re seeing their traffic really getting shut down very quickly.  So I want to talk today a bit about some things you can do to diversify your site to keep yourself from being at risk from changes to Google’s algorithm. *

Let me go back and just tell you a quick story where last week I placed an order for a few things from Amazon.com.  I ordered a new microphone, which hopefully you’re hearing the benefit of it right now.  I also ordered a lamp for my desk so that the lightings a little better and then a light bulb for the lamp – three things.  And on Friday at about 11:00 am, the UPS guy came with a box, the shipping from Amazon, and in that box was the microphone and that was it.  Then about 20 minutes later, FedEx came and they had a box and in that box was the desk lamp.  Then about an hour and a half later, actually Amazon.com themselves came, they have a truck that drives around here in Seattle, and just pulled up and brought me the light bulb.  So one order, they sent me things through UPS, through FedEx, and delivered it themselves.

*I’m sure that there is a reason why they’re doing this.  They’re diversifying their delivery mechanism.  They’re dependent on getting stuff to their customers, and so they probably want to keep using as many means as they can, both so they can have options, they can have flexibility, and help sort of negotiate their price down.  But this is really interesting to see that one order arrived in one day by three different places.  That seemed really inefficient to me, but I’m sure in the end it makes a lot of sense for Amazon.com.  I think that we need to think about something similar with websites.  There’s so much focus on search engines, but we need to remember that’s not the only way to get traffic, and in fact, I would even go so far as to say that if you’re focusing only on search engines, you are putting your business at a huge risk, and you need to diversify. *

So if you’re using an analytics tool, it will tell you where your traffic sources come from.  I like to think about organized traffic as being broken down into thirds where really you want to have one one-third of traffic coming from search engines and keyword searches we’ve been talking a lot about.  The second and third would be from referrals from other websites.  These are people just clicking on links from other sites.  We talk about link building, but we don’t think about link building in terms of links for people to click on.  We think about links just to have more authority in search engines.  The reality is that where links began and really where they end is that’s how the web works and that’s how people get around.  So you want to really make sure you’re focusing on getting links that aren’t just relevant in terms of content and in terms of search engines, but that people are going to click on.  This means you need to get the links in the right place at the right time to websites that already have traffic and then present content that they would want to see and want to share.

The third one is direct visits; people who just come directly to your site.  That should be about a third of your site traffic, as well.  This really comes from simply asking people to come to your site, just asking them to come, but then also making that systematic so looking at ways to ask them to tell a friend, maybe putting a “share this page” links on your page.  I’ll talk more about that in a couple of days – maybe it’s through email campaigns where you’re driving traffic back to your site, but direct visits.  So keep this in mind, look at your site traffic, and if it’s not balanced organically between search engines, referrals, and direct visits, then you can really figure out where you need work to do.  If you aren’t getting many direct visits maybe it’s time to go out and do some email marketing.  If you’re not getting a lot of referrals, go back and look at your links to make sure that you have good quality links that people click on and people see.  And of course, if you’re not showing up in search engines, we have a lot that we can do there, but make sure that you’re diversified because this way if there’s a change in an algorithm, if search engines decide to sort of stop showing your site for a couple of days, you’ll still get good traffic.

So start there.  I’ll talk more about this in the next couple of days, and there’s more to come.  Thanks for watching.