Not everybody has this happy problem, but many websites get traffic they cannot use because it serves only a narrow spectrum of people who arrive from a broader search. People do a search for a broad search, such as “marketing gimmicks” at Google or Yahoo, find your web page about a very specific marketing gimmick for real estate agents, discover that the website does not address their needs to market beauty products or metal bending or accounting, and they go.
Wait. Stop. Where do they go? Back to the search engine? No, no, no, no.
From an SEO perspective, you don’t want to send the search engines the message that your page was a poor choice to rank well for the search term “marketing gimmicks”. If that happens, the search engines might just demote your rank, and you will love the good prospects with the “useless” traffic. We have no evidence that the search engines are factoring bounceback data into their algorithms, but we do know they are capable and have an interest in doing so. It’s coming.
Of more immediate concern is all that hard-earned traffic that could be buying something from you is just leaving without spending a penny. What a shame! In a case like that, it would be worth having a very prominent affiliate link to a website that sells a broader marketing package with a text like “More Surefire marketing Gimmicks Here”. The result would be to convert some of the “useless” traffic, and to both reduce the bounceback rates and increase the bounceback lag time of those who do go back to Google.
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