SoLoMo, Google In-Depth and Video : Improving Traffic Acquisition

Modern traffic acquisition techniques are no longer merely based around getting the word out and doing a bit of search engine optimization or PPC campaigns. These days, any strategy has to integrate high quality content, social marketing and multimedia aspects.

The so-called SoLoMo approach (read SoLoMo Minded SEO Strategies from Websitemagazine.com) for example, embraces [So]cial, [Lo]cal and [Mo]bile aspects of modern organic SEO. We can also leverage this approach. For example, Social traffic acquisition might include anything from active tweets to maintaining high-quality social profiles on Facebook.

Local traffic acquisition may prove to be a harder nut to crack, especially if your target audience isn't that bothered about where they get their goods and services from. However, if they do, anything from a local domain name to some kind of physical presence will all contribute to helping boost traffic acquisition strategies by giving them a local aspect.

Mobile traffic acquisition strategies follow much the same path as local SEO - low page load speeds, high visibility, mobile specific content, etc. - with the added bonus that we can now leverage things like apps (iPhone/Android) to help improve incoming traffic.

The recent addition of In-Depth to the Google stable also favors traffic acquisition through high quality, in-depth (i.e. well written and researched) articles. Again, Websitemagazine.com has a great article on Google In-Depth, and the underlying message is clear : to get users interest and confidence/trust, you need to provide high quality content.

Now that Google is recognizing that content for what it is, you can build an additional level of trust into that relationship, making the target (potential) customer more likely to (a) bookmark, (b) share  - see Social traffic acquisition, above, and (c) buy!

Time to get researching, creating, and promoting your high quality, industry and product-specific material, then...

Which brings us to video. A staggering 87% of marketers use video, according to Uflip, and it's easy to see why. For example, did you know that YouTube is the second most used search engine?

Clearly, there's a great avenue for traffic acquisition through video. In fact, this is nothing new - it's how soap operas got their name - but the possibility to combine Social, Mobile, In-Depth and Video in one campaign is something that only new advances in technology can facilitate.

Something to mull over when you design your next online/offline traffic acquisition campaign!