Google’s search algorithm is ever changing, so it makes sense to seek out a few alternative traffic sources for your content.
Google dominates the search landscape, but featuring in the search rankings of Bing can also drive traffic effectively. Bing’s algorithm works a little differently from Google, with more of a focus on user engagement and social signals.
LiveChat’s Kasia Perzyńska adds: “Bing favors websites that have plenty of unique content. It should be engaging but can get shorter than Google demands. Bing puts significantly less weight to the quality of backlinks while calculating the position in SERPS.”
Complementing the written word with video content is an easy way to bypass Google and create an alternative traffic stream for your website. While YouTube is a Google-owned property, any search algorithm updates won’t affect the performance of videos directly.
YouTube has one billion users, and with video generally skewing at the higher end of engagement, it should be viewed as a primary means of distribution if you do decide to make creative clips. You could also promote video content in press releases for another source of traffic.
Create a podcast
Most businesses have yet to realise the full potential of podcasts within marketing campaigns, according to content expert Ashley Segura. She believes that podcasts exist in a less competitive environment than other mediums while still being able to deliver marked boosts in traffic.
She notes: “Packed with information and the perfect sprinkle of entertainment and light-hearted banter, podcasts are incredibly engaging and a useful medium for businesses and listeners alike. They are the sleeping giant of content types.”
Build an email list
Crafting content is the hard part, but strategies for distribution can make or break its success. Simple email lists are a perfect antidote to the dog-eat-dog world of SEO and Google search as they allow you to reach interested consumers consistently and with ease every time you create excellent content.
Email lists are ideal for driving consumers to your webpages and act as a much-needed safety net during times when you may be struggling in SERPs.