Why Referral Traffic Is Valuable?
First, let’s go over why referral traffic is so valuable for your campaign in the first place.
- Complementary traffic. First, referral traffic serves as a complementary source of traffic; you can optimize your strategy to focus on referral traffic, but it’s also supported by multiple independent strategies. For example, you’ll need to build links in pursuit of SEO and organic traffic, so you’ll earn referral traffic incidentally there. You’ll also need to run press releases and network with influencers to build your brand reputation, which can also help you earn referral traffic.
- Funneling potential. If you’re building links manually for your referral traffic, you can use your content and link targeting to funnel the traffic that ultimately makes it to your site. Using titles that are only relevant to your target niche, you can practically guarantee that each visitor who follows your link could be a potential customer. Furthermore, as you gather more data about the type of traffic you’re getting and how that traffic behaves on your site, you can adjust this funneling stage of your strategy to attract more valuable users.
- Context and interest. The type of link you build, along with its placement, has great potential to influence your referral traffic’s behavior. For example, if you’re a local handyperson, and you write an article about “What to do if your sink won’t stop leaking,” you can use the content of the article to steer users toward calling in a professional. Once they’re convinced of the importance of this step, you can use a well-placed link to lead them to your site. This greatly increases the chance that a website visitor will be interested in your services.
- User behavior data. Finally, thanks to Google Analytics, you can dig deep into your referral traffic metrics and learn exactly how that traffic is behaving. You can segment your traffic to look only at referral-based visitors, and even look at individual sources to see which ones are most valuable to your brand. From there, you can evaluate onsite user behavior (along with purchasing activity), and make more educated choices on how to optimize your strategy in the future.
Now, we’re going to take a look at strategies you can use to build streams of referral traffic to your website. Ultimately, these strategies can be grouped into two main categories: attracting traffic as naturally as possible, and building links manually to attract that traffic more deliberately. In both strategies, your end goal is accumulating more high-quality links that pass traffic through to your site, but as you’ll see, each is distinct in the philosophy behind its approach.