Targeted Website Traffic: What It Is and How to Increase It

By Indeed Editorial Team

Published November 26, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Many businesses use websites to share information about their products or services and allow customers to place online orders. Attracting customers who are already interested in making a purchase from a company website can lead to an increase in sales. Learning about targeted traffic can help you understand how to increase productive visits to a website. In this article, we discuss what targeted website traffic is, provide reasons it's important, and explain how to increase it.

What is targeted website traffic?

Targeted website traffic refers to potential customers visiting a page for a purpose. By tracking website visits, companies can assess their marketing strategies and understand how many potential customers interact with their content. Some website visits come from customers browsing the web and interacting with pages for no specific purpose. Targeted visits occur when a visitor searches a specific term and visits a page to learn more about a product or service or make a purchase. Businesses focus on targeted traffic because these visits have a strong relationship with online sales.

When a customer visits a page to find a solution to a problem or the answer to a question, the company can provide helpful information or show that its product meets a particular need. Businesses use targeted advertising to show marketing material to specific groups as they interact with social media apps and search websites. Targeted advertising often results in traffic as users click on links that take them to a certain company website. Effective online businesses engage customer interest with effective marketing and keywords to increase targeted traffic to a webpage where customers can purchase goods or services.

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Importance of targeted traffic

Targeted website traffic is an important area of focus for many businesses. Here are some reasons it's a significant contributor to business success:

Increasing conversion rates

Focusing on targeted traffic can help increase conversion rates and result in more online sales. Conversion rates might include customers signing up for future offers, making an account on a website, or purchasing from an online store. Any conversion that helps strengthen the relationship between a business and customers can lead to increased future engagement and sales. Higher conversion rates can make an online business profitable and reduce potential marketing expenses.

Growing web presence

Visitors that come to a website for a reason often engage more with supplementary content, such as blog posts and informative videos. They might share links with their network on social media or make posts referring to website content. Any engagement with a brand's content can help grow its web presence and drive future traffic to its pages. Websites that receive a high volume of traffic often appear higher in search results, and other sites might include links to successful pages to increase their own presence. Targeted traffic can lead to many positive feedback loops for websites.

Related: Web Analytics: What It Is and How You Can Use It

Improving brand reputation

If targeted visitors visit a website and find relevant information that helps them answer a question or find a product they desire, they often develop a positive opinion of the site that can drive future engagement. Targeted traffic brings visitors interested in consuming specific content and finding helpful material. It allows online brands to differentiate themselves from the competition and add value. Positive interactions with potential customers can improve the reputation of a business.

Increasing sales opportunities

Targeted traffic provides multiple opportunities for sales, which can help companies grow their revenue and profits. You can design the website to share links to relevant products, set up an online store to serve interested customers, and sign up customers to a newsletter that allows regular customer contact. One targeted visit can result in multiple future sales opportunities. When customers have several opportunities to buy a product or service, it can increase the likelihood of them making the purchase.

Decreasing marketing costs

Focusing on targeted traffic can decrease marketing costs and allow a business to focus on key demographics. Marketing to a wide audience on multiple channels can be expensive and result in low conversion rates. Targeting specific demographics and attracting them to a website often leads to increased conversion rates. Many online marketing opportunities charge a fee per advertising click. If you target advertisements effectively, you may be able to use fewer ads while bringing in a similar number of customers.

How to increase targeted traffic

Increasing targeted traffic can help direct interested users to a website. Here are some strategies for increasing traffic:

1. Define the website's purpose

Defining the purpose of the website can help you identify effective methods for increasing targeted traffic. Some websites capture engagement and sell advertising space for other companies. These pages may represent a specific brand and offer online shopping options that allow visitors to purchase items directly from the company. If you plan to use the website as a marketing tool for other businesses, you might focus on filling it with interesting content to captivate the target audience. For online commerce websites, you can optimize the shopping experience and focus on branding.

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2. Identify your target market

Before you focus on increasing targeted traffic to a website, identify the target market so you can tailor your efforts to match customers' interests and desires. Consider the type of product or service you plan to sell and who might have an interest in it. You can conduct market research to learn about the demographics that show interest in similar products and learn about the type of content that customers enjoy and engage with often. For example, an online designer clothing retailer might target young and affluent professionals living in large cities.

3. Pursue search engine optimization

Search engine optimization (SEO) involves designing a website to achieve a high ranking on prominent search engines. If a website appears as one of the first search results when potential customers search for relevant keywords, it can result in more targeted visitors. Optimizing for SEO can involve adding backlinks to your website, which increases your connectivity with other pages and can influence search results. Other methods involve focusing on keywords and adding plenty of relevant content that matches what people search for.

Related: SEO Beginner's Guide (Including Approaches and Benefits)

4. Deploy paid search campaigns

Paid search campaigns involve purchasing advertising space on search engine websites. When a potential customer makes an internet search, companies that purchase advertising space might appear in the top results related to a specific keyword. Search engines typically offer advertising packages that can drive targeted traffic to your website. These packages charge you a small sum every time someone clicks on a link to visit your website after searching a specific term. Using paid search campaigns can help new businesses raise their profiles and overtake established companies in the result rankings.

5. Use social media

Social media allows you to engage with your target audience and show how your website can add value. Social media platforms also offer the opportunity to purchase targeted advertisements to reach key demographics. You can establish a presence on social media by creating a profile and engaging with content related to your website. Responding to posts and sharing interesting content can help increase engagement and drive traffic to your site. Social media can help you identify trends, grow your brand presence, and increase targeted traffic.

6. Optimize for mobile

Many potential customers use mobile devices rather than desktop computers or laptops to browse the internet or social media. Mobile users usually expect websites to load quickly and provide an easy navigation interface. Optimizing your website for mobile allows you to reach a wide audience and avoid deterring any visitors. Mobile users can click ads on social media that take them directly to your page and allow them to engage with your content. They can then explore your site at their convenience, increasing conversions.

Related: What Is a Mobile-Friendly Website? (With Features)

7. Invest in marketing

Marketing can be an important part of increasing website traffic. There's intense competition for the attention of online users, and companies often strive to optimize their web presence and drive traffic to their domains. Investing in marketing and seeking advice from skilled marketing professionals can help you differentiate your site from the competition and design compelling digital advertising campaigns. Novelty and creativity can capture the attention of users, so spending money on marketing can provide an excellent return on investment.

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