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4 Alternative Site Traffic Sources That’ll Help You Diversify from Google

Google is undeniably viewed as the king of digital marketing. Ranking high on Google is a sure way of driving traffic to your site and upsetting the market with your products and services. Data shows that by ranking among Google’s top three, you exert total dominance over the competition in the search engine space.

But staying on top isn’t always easy.

Google is notorious for unannouncedly dropping algorithm updates that disrupt and significantly hurt the ranking of so many businesses. Data shows businesses can lose as much as 80% of website traffic from a single Google algorithm update.

Is there anyone who survives? Yes, those who look beyond Google. 

Your brand can drive significant website traffic without relying on Google’s tough-to-crack SEO. Here’re alternative website traffic sources you can look at to ensure your website’s traffic is always healthy despite what Google does with its search engine.

Why Think Beyond Google for Site Traffic?

For most marketers, Google is strongly intertwined with their digital marketing efforts and website traffic. However, a good number have been diversifying from the largest search engine in the world, exploring social media platforms and other sources to drive traffic to their websites.

But Google remains a significant force in the space, with data showing that SEO still drives about 1000% more traffic than organic social media. 

Many SEO articles highlight various strategies to gain favour from Google’s bots and rank on the first page of search engine results. 

While these strategies might work for your business, SEO is becoming hypercompetitive, making it even harder to float to the top of search engine result pages. You need at least three months of consistent SEO effort to start seeing some improvements in your search engine ranking.

Part of this SEO effort involves building authoritative backlinks, targeting long-tail keywords, and optimising web pages for Google. If your efforts fail to put you at least in the first two pages, you can altogether forget gaining any traffic from Google.

Why? Because data shows that only 0.63% of searchers click on results on the second page. 

While SEO and organic search will contribute to roughly 53.3% of your website traffic, there’s a significant 46.7% left on the table that you can source from other areas. Here’s where you should be looking at.

The Different Sources of Site Traffic You Can Have

There are generally six sources of website traffic. They include:

  • Paid traffic
  • Organic search
  • Social
  • Email
  • Direct traffic
  • Referral traffic.

Google Analytics often lists these traffic sources when providing data and insights into your website’s visitors. If your marketing campaigns are tracked using UTM tracking codes and a URL builder, the report will show how much traffic you’re getting from each campaign and its sources.

This Google Analytics feature makes it powerful for tracking the performance of various digital marketing campaigns, especially when diversifying beyond Google Search and experimenting to see what works.

Here’s a deeper look into how each source of traffic works.

Paid Advertising

This is paid traffic. It’s obtained through pay-per-click, social ads, retargeting, and banner ads. The defining traits of this source of site traffic include the following:

  • It is fast – You get results almost immediately after your ad goes up.
  • It is temporary – Paid traffic stops as soon as you stop advertising.
  • It is expensive – It’s generally expensive to run an aggressive ad campaign for traffic. Moreover, results are not guaranteed, meaning you can burn cash from fruitless efforts.
  • It is targeted – You get high-quality visitors since they must have been interested in your brand to click on the ad. With paid search ads (PPC), you get to know what the visitors think, while paid social ads give you insight into who they are.

Organic Search Engine Traffic

This is what Google and other search engines offer through SEO. However, organic search traffic lies at the mercy of the search engine. Brands must optimise their efforts to suit the search engine and get decent traffic.

The defining traits of organic search engine traffic include the following:

  • It is durable – A top-ranking page will likely continue ranking the same until an algorithm update rattles the ranking if the page is not optimised for the update.
  • There are several keyword opportunities you can explore – Depending on the niche, there are several keywords you can target, with no limit to how many pages you can publish targeting these keywords.
  • Organic search is hypercompetitive – To draw significant organic search traffic, you must have very high-quality content on your pages to contest against millions of other pages that may rank for the exact keywords.
  • Organic search is unpredictable – When it works, organic search traffic is basically free traffic. You can slow down other marketing efforts and still keep attracting visitors. However, it is hard to predict, slow, and uncertain. Moreover, Google releases new SERP features annually, affecting website ranking and click-through rates.

Social Media

Social media traffic comes from social media activity from your brand. Its defining traits include the following:

  • It is unpredictable – Just like organic search traffic, social media traffic can have massive spikes and valleys, even with consistent activity. Predicting what will be trending tomorrow and nailing viral marketing is challenging.
  • Social media gives more than just traffic – Your brand’s social media activity also contributes to its PR, networking, customer service, and influencer marketing. These are not measured in Analytics. Therefore, your business should not be on social media just for site traffic.
  • Social media activity can be automated or delegated – Scheduling and other social media activities can be automated to improve the management and effectiveness of social media campaigns.

Email Marketing

Email marketing does not rely on a giant tech company standing between you and the potential visitor. You own and control all the traffic that comes from email. Email traffic can be as spiky as social media but much more consistent.

Here’re the defining traits of email marketing traffic.

  • It needs consistent and organised effort – A content strategy is essential for email marketing success.
  • Email marketing relies on trust – The subscriber to your email list has control over their actions and responses to your marketing campaign. Building trust and an excellent reputation is crucial to gaining the most traffic.
  • It gets easier – Results gradually improve as you build your email list and experiment with various marketing techniques.

Direct Traffic

Direct traffic comes from brand awareness. If the consumer knows the brand, they’ll type it in their browser’s address bar and get to your website directly.

Direct traffic is perhaps the most overlooked source of site traffic. However, it is essential.

Referral Traffic

This is another often overlooked source of traffic for your website. Most marketers don’t consider it since it doesn’t directly align with the most popular digital marketing efforts. This traffic comes from a different source from your website, often another website where your brand has been mentioned.

Spikes in referral traffic come from mentions in blogs and links in blog posts. Directories provide a steadier stream of referral traffic.

Four Alternative Ways You Can Drive Site Traffic

Here are four alternative ways you can boost traffic to your website.

1. Conduct Interviews with Influencers or Get Interviewed

Being interviewed by a high-traffic website or interviewing an influencer in your niche is an excellent way of driving traffic to your website. Often, this strategy works as a win-win for both parties. The interviewer gets exposure to a new audience while the interviewee serves fresh, authoritative, and engaging content to their website visitors. 

If you interview an influencer in your industry, you can request them to share the interview with their social media followers and drive organic traffic.

Being featured in a high-traffic website boosts search engine traffic and provides an excellent lead generation source for your brand in the long term. 

Platforms such as HARO (Help a Reporter Out) help you get your name out there through prominent publications and authority websites such as Entrepreneur and Inc. 

Through the platform, you provide journalists with expertise on niche topics that they feature in these publications, boosting your website’s backlinks and search engine ranking.

2. Guest Posts

Guest posting is not every marketer’s cup of tea. It takes a lot of time and work to write a guest post. You have to pitch your topic to the blog owner, write the content, wait for approval, handle editing, and any other process the host needs to feature your blog on their website. 

But the payoff is worth it. Guest posts reward your website greatly in terms of authority, traffic, and relationships. 

You don’t have to stick to the written word to provide a guest post that will boost traffic to your website. Depending on the host, a guest post may be a feature in their podcast, a video, a live broadcast, or infographics featured on the blog. 

You can also curate some news or add insight to their pieces on their platform.

Guest posts are another win-win situation that helps build long-term, strategic relationships. You should also aim for high-traffic topics that talk about your brand and are relevant to the blog owner’s brand. 

The post should also be very-high quality to generate great leads and define your brand as an authority.

3. Press Releases

Press releases are one of the most underrated and underused traffic generation tools. Press releases often lead to a spike in traffic, sales, and subscribers. They’re also good for SEO since you get a ton of branded backlinks from authority sources.

While press releases are not free, they’re still an inexpensive solution to building website traffic. 

You can leverage the power of press releases by having a professional write them for you. The copy should have a specific format and the right content to be accepted by media companies. They should also be written in a newsworthy and journalistic language. 

The professional will also help you submit your press release through various platforms. Having a professional guide you through this stage is crucial since some submission services can be too pricey on no excellent value.

Besides using branded URLs as your backlink’s anchor texts to boost SEO, you can also improve activity and following on social media by providing social profiles such as Twitter, YouTube, and Facebook.

4. Facebook Ads

Facebook ads contribute more to paid traffic, which can be temporary. But if done right, they can introduce consistent visitors to your website. Facebook ads become especially essential when you have only a handful of followers on your page who can’t drive considerable organic traffic.

For as low as $20, you can boost engagement and source traffic to your website since your Facebook posts will reach a larger audience. 

Facebook ads can also help grow your email listing and boost email marketing, which is a more consistent and rewarding source of website traffic. Facebook ads also allow you to run A/B tests on your marketing campaigns and refine them for better results.

You can also direct traffic to your blog by boosting your most engaged Facebook posts and extending their reach. Facebook video ads and the inclusion of a CTA will also considerably boost your website traffic and the reach of the ads.

Have a Professional Help You Look Beyond Google

Google will still be a dominant player in the digital marketing space. However, it will always be complimented by several other traffic sources to boost your website’s reach and engagement. Contact a professional today and let them show you where your business can turn to drive traffic. 

Over to You…

Do you agree with 4 Alternative Site Traffic Sources That’ll Help You Diversify from Google? Or is there something missing, or you would like to add?? Would love to hear from you in the comments – any feedback is greatly appreciated.

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