We recently shared an interview with an SEO that lost most of their website traffic (and revenue) due to Google’s algorithm changes in March of 2024. The moral of the story appears to be to diversify; don’t put all of your eggs in a single basket so to speak – or in this case, don’t rely on a single channel for all of your marketing needs.
In this post, we’ll walk you through some ways that you can diversify beyond SEO.
The Risks of Relying Solely on SEO & Search Traffic
Google’s algorithm is constantly changing. What is a best practice for search engine optimization today that has you ranking at the top of the search results could mean nothing tomorrow if Google changes their algorithm. Algorithm updates could lead to significant traffic drops and income loss.
Google’s recent Search Generative Experience update is already leading to a traffic drop for many websites, as searchers can get the answers they need directly on the results page.
If you rely solely on SEO and a Google algorithm update affects you, you could be in a very bad position where your expected traffic (and sales) disappear overnight. A colleague of ours was recently affected by Google algorithm changes:
“The impact was significant on the pet site which used to get thousands of visitors a day, and another site which received hundreds of visitors a day, saw a drastic drop in traffic. Both sites had numerous keywords ranking in the #1 position on Google.
After the March 2024 updates, the traffic to both sites plummeted. One site is now getting only a few dozen visitors daily, while the other struggles to get ~50 visitors a day. These sites went from generating a full-time income to barely making anything.”
Diversifying your traffic sources will help in these situations, allowing you to still get website traffic from other places.
Even if you’re never affected by an algorithm update, having multiple sources is still a good idea! People need multiple touchpoints before doing business, so a winning marketing strategy has you in front of people in multiple ways.
Exploring Alternative Website Traffic Sources
There are so many alternative traffic sources out there for you to use! Here are some paid & organic traffic options and best ways to use them for different industries.
| Platform | Industries | Notes |
|---|---|---|
| Google Ads | Legal | Effective for targeting specific legal services and capturing high-intent search traffic. |
| SaaS | Ideal for promoting software solutions directly to users searching for related products and services. | |
| Healthcare Providers | Excellent for targeting local healthcare services and specific medical treatments. | |
| Education and Training Companies | Great for promoting courses, workshops, and educational programs to specific audiences. | |
| Education and Training Companies | Pinterest's visual nature is perfect for sharing educational content, infographics, and tutorials. | |
| Healthcare Providers | Great for sharing wellness tips, health infographics, and patient success stories. | |
| Cannabis | While Pinterest's community guidelines do not allow the sale of cannabis products, they do allow posts about cannabis-related topics such as recipes, and product usage tips. | |
| X/Twitter | Legal | Ideal for sharing quick legal tips, updates on legal news, and engaging in industry discussions. |
| SaaS | Effective for sharing product updates, industry news, and engaging with tech communities. | |
| Education and Training Companies | Excellent for real-time updates, sharing resources, and engaging with students and educators. | |
| Cannabis | One of the few companies that allows advertising of cannabis products on their platform! | |
| Healthcare Providers | Good for creating community groups, sharing detailed health information, and engaging with patients. | |
| Education and Training Companies | Useful for creating interactive groups, sharing event information, and engaging with students and educators. | |
| Legal | Effective for building community groups, sharing detailed posts on legal advice, and client testimonials. | |
| Cannabis | While paid advertising is not allowed, sharing educational content, and engaging directly with consumers can facilitate engagement. |
Success Stories of Diversification
The colleague we mentioned earlier who was significantly affected by Google algorithm updates decided to diversify their traffic sources. They explored X (Twitter), Facebook, and Pinterest.
“For certain niches, Pinterest can be a fantastic traffic source. In one niche, my team was able to get a client 12,000 outbound clicks. However, it requires considerable effort to create and post pins consistently over a few months until the Pinterest algorithm rewards you with such traffic. Also, with Pinterest, it’s really important to observe what works well in your niche aesthetically and pay close attention to that.”
They saw impressions grow exponentially over the first month, helping them stay motivated. They found that consistency was key – setting aside time every day to work on the new source helped them see growth quickly. They were even able to implement what they learned about Pinterest to another client’s site, growing their traffic as well.
All in all, here are the results our colleague got from diversifying their website traffic sources:
- Pinterest: Achieved 12,000 outbound clicks for a client in one niche.
- X/Twitter: Grew following to 2,500 in three months by posting helpful tips, engaging questions, and interacting with larger accounts.
- Facebook: Grew a niche-specific account to 2,200 followers organically in three months by posting niche-related content and engaging with larger accounts.
Practical Steps to Start Diversifying Website Traffic
- Identify the Best Platforms for Your Niche
- Research where your target audience spends their time.
- Observe successful competitors and their strategies on various platforms.
- Start with Two Platforms
- Choose two platforms that align with your industry and where you feel comfortable engaging (refer to our table above for ideas).
- For example, Pinterest for healthcare providers and X/Twitter for SaaS companies.
- Initial Steps To Begin Leveraging Each Platform
Pinterest:
- Create and post pins consistently.
- Focus on aesthetic appeal and niche-specific content.
- Monitor and analyze which pins perform well and replicate their style.
X/Twitter:
- Post helpful tips and engaging questions.
- Interact with larger accounts to increase visibility.
- Maintain a consistent posting and engagement schedule.
Facebook:
- Post niche-related content that resonates with your audience.
- Engage with larger accounts and foster discussions on your posts. 4. Testing and Refining Strategies
- Post similar content across platforms initially to gauge what works best.
- Use engagement metrics to refine and tailor your strategy.
- Implement tools like Buffer, SocialPilot, HootSuite, and Loomly to schedule posts and stay organized. 5. Set Realistic Goals and Expectations
- Understand that the first 90-180 days are for learning and growth.
- Don’t pressure yourself to create perfect posts; focus on consistent action.
Diversify Your Traffic Sources - Tips & Strategies
Diversifying your web traffic sources takes time and dedication, but there is no better time to do it – learn how AI can help you.
For those feeling overwhelmed by the prospect of managing multiple platforms, our next blog post will delve into how to effectively grow your social media presence in just 45 minutes a day. Stay tuned for practical tips and strategies to streamline your efforts and drive traffic to your website!
