Targeted Website Traffic - Prepare Your Infrastructure
We could learn a few lessons on how to prepare our website infrastructures from the department of transportation (DOT), who are the greatest traffic experts I have found. DOT has accumulated data and conducted studies for decades. They can project with relative accuracy what the traffic impact of each new business (by type and category) would be, not only on the road immediately adjacent to the business, but on roads at a certain radius from the proposed business location. DOT even regulates the distance from your driveway to a corner, breaks in the median, U-turns, etc.
Just as DOT seeks to effectively distribute traffic throughout a City, so also should we plan the traffic strategy 'within' our websites. Our planning should answer the following questions: How should we design our navigation? What will be the "arterial roads" to the main topics? What will be our "distributor roads" to secondary pages? If we have a mega site of thousands of pages, do we need streets and avenues to navigate to them, or should we just let the search engines find them through SEO? Should we provide a road map or sitemap for our site? Do all roads lead to Rome? Visitors can come into our websites through any of our web pages (unless we design the site otherwise). The navigation infrastructure should be easy to find regardless of the visitors entry point.
Study large websites and see how they resolve their navigation problems. See how online newspapers distribute traffic to hundreds of pages that change every day. See what navigation bars you like best or you think are most effective - text, graphics, rollovers, etc. Decide if you need to emphasis your site map.
Traffic comes to your web pages. Unless you learn to distribute that traffic efficiently, there may be pages in your website that may never be found otherwise. However, you want to balance ease of navigation with a strong "call to action," which you should include on every page. The purpose of your website is to induce your visitors to take some action, not just to 'drive-through' Rome.com.
I see many businesses struggling to survive after spending fortunes on their websites. Frustrated owners don't even know the root of the problem. They get very few visitors and soon they begin to think their online businesses offer little value to potential customers. Without knowledge, it is impossible for a business owner to develop a traffic strategy, or for that matter, a marketing plan.
This is where a Mentor or a Professional Internet Marketing Consultant could help you develop appropriate strategies for your specific business.
How to plan a website structure for great google rankings
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