One most common fears I hear from business owners that I consult in SEO courses is that they are often worried about their competitor’s website. Just yesterday, one of them told his staff that he wanted his website to be similar to his top competitor in 3 months. His competitor site is beautifully designed, with custom photos and great on page SEO strategies. On the other hand, his team has only dipped their toes in digital marketing. That’s plain unrealistic.
He’s not tackling the psychology of digital marketing.
Look, an SEO campaign in itself is going take you 6 months. SEO authorities and experts all over the world have backed this up. If you want to rank for your short tailed commercially valuable keywords, it’s going to take some time and effort. You’re not going to rank immediately within the next week, I can guarantee you that.
Hence, before embarking on a digital marketing campaign, you’ll need to tackle your psychology, and your fears when it comes to building traffic.
Website Traffic Envy
One of the most common worries and fears I come across is: website traffic or SEO rankings.
Your competitors may have more traffic than you, higher SEO rankings than you, more customers than you, however, you need to understand that they took a period of time to achieve these. You’re not going to out muscle them in a couple of days or weeks.
Even so, how sure are you that are they converting on back end? Is their products or services really selling? Is their company really positioned well? High SEO rankings do NOT mean customers or conversions.
It’s pointless to get envious over that.
It’s about Laser Targeted Audience, Simple as That, Nothing Else
One of the concepts in digital marketing is: laser targeting an audience. Your competitor may have more visitors than you. However, is their audience as targeted as yours? I may be targeting more SEO related keywords than my competitors, however, are those keywords relevant at all?
It’s about audience, trust, it’s no longer about traffic or rankings. It’s 2018, do I have to tell you that?
Secondly, a common fear: design envy.
This fear is HUGE. Honestly, I’m still a victim of this envy up till today. That’s because I love UX and design. However, I always tell this to my students and clients, you can have the best designed site, with zero to no traffic, and you’ll never sell. You’ll be unprofitable. It’s like my mantra as an SEO consultant these days, I say this all the time, however, it seems that nobody listens, or goes back to square one after a week.
If you Googled around, there are many nicely designed sites hidden on page 2 of Google, with poor on page SEO. There also many poorly designed sites, with great content, that are generating millions of dollars a year for the owners.
Do you want to be profitable, or do you want to look good?
Yes, design and UX plays a role in positioning, however, without website traffic, you’ll never get cash flow, data or customer feedback so that you can adjust your positioning in your market or the design of your site accordingly.
Green Light Bench Marks: 6 Months
How can you objectively measure your SEO/digital marketing campaign without freaking out?
That’s simple: bench marks.
I used to click the refresh button every single day when I started my sites. Needless to say, I felt burnt out and frustrated. It’s similar to checking your stock prices daily. You’ll go crazy. You’ll need to know how to measure, and when to measure your results.
You’ll need data to accumulate as well for it to be significant enough for you to make decisions to your content or copy.
- Check your analytics twice a month
- Check your keyword rankings twice a month
- SEO takes 6 months to kick in, especially if you’re ranking for a shorter tailed keyword
Data is a tricky thing. Without significant data, you might end up tactical marketing hell where you’ll be changing your font, opt in box, sales offer, attempting to splash out content randomly without understanding the real cause of the problem.
This is especially do-able in digital marketing where content is extremely malleable.
In one of another sites, it’s only when I stopped running around splashing poorly written content and refreshing my Google analytics every other day that I managed to be methodical and deliberate in building a consistent flow of traffic. This was done over a 6 months’ period.
Only when I had 100-150 visitors a day, that I started to log in to my back end, increase my click through rates, decrease my bounce rate, increase my time on page, edit my content, figure out where my users are dropping off. However, I couldn’t do this for the first 6 months of my campaign, because there just wasn’t enough traffic!
Digital Marketing Fears: The Psychology of Traffic
The reason why people quit when it comes to digital marketing is because they expect it to be a magic pill in their business. It’s not something you get can immediate results right away. This is especially true for inbound marketing and SEO. Google requires time to index links and reshuffle the results. If they reshuffled their organic results daily, it’s a bad user experience on their end.
Just because your competitor has a nicely designed website with professional photo-shoots does not mean that he is selling well on the back end. Just because your competitor has higher SEO rankings doesn’t mean that his offer or product is better positioned than yours. Just because he has higher website traffic, does not mean he’s reaching out to a laser targeted audience.
This applies similarly for you. You don’t want to blindly grow your website traffic or your email subscribers. You’ll want highly engaged customers and consumers when starting out. That’s how you slowly build your traffic.
You’ll need to tackle the psychology of building traffic when embarking on a long term digital marketing campaign.