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Why You Should Diversify Your Traffic Sources

张贴了达伦排 25th of February 2021 战略与规划 0 Comments

Why you should diversify your traffic sources

这篇文章是基于第62集of the ProBlogger podcast.

If there’s one thing we can all learn from Facebook’s recent spat with the Australian Government, it’s that you should never rely on a single source for all your blog traffic.

When Facebook decided to stop sharing news on its service in Australia, it blocked a lot more than just Australian news. It also blocked government web sites related to the COVID-19 pandemic, mental health, emergency services, and even the Bureau of Meteorology.

It also affected a lot of bloggers who use Facebook to bring traffic to their blogs.

Facebook eventually removed the restrictions on these sites, and has since struck a deal with the Australian Government to bring news content back to Facebook in Australia. But losing traffic even for a day can have a devastating effect if you rely on it for your income.

As I discovered back in late 2004.

How I lost 85% of my income overnight

It was about a week before Christmas when it happened. I was blogging full-time, having quit my part-time job about three months before. My wife was working as a lawyer, but she’d just started out and so wasn’t earning a lot of money. So my blogging income was pretty much all we had to live on.

Like a lot of bloggers, I started the day by checking my stats. And it didn’t take long to realize something was seriously wrong. According to the stats package I was using at the time, my traffic had plummeted overnight to around a fifth or what it normally was.

My blog (a camera review blog) was ranking number one in Google for most cameras, at least in Australia. But it seemed my site had pretty much disappeared from Google completely.

And so had my traffic.

I’m still not sure what actually happened. I suspect Google had made a change to its algorithm (back then they didn’t announce their changes like they do now). But whatever reason, my traffic dropped by around 80%.

And because that’s where nearly all of my traffic was coming from, my income dropped by around 85%.

Lesson learned

Having spend the past two years working on getting more and more traffic from Google, this was a major blow – especially considering it was Christmas. And for the next few weeks I felt quite depressed about it all.

I ended up getting another part-time job to get us through the next few months. But I also started working really hard on my blog, and working out how to diversify my traffic sources.

In retrospect, losing all that traffic was a good thing. It forced me to make changes that have really helped with my blogging over the years. Still, I wouldn’t with it on anyone, and so I’d like to share ten things I did that will help you diversifyyourtraffic sources.

1. Identified my ideal reader

Up to this point I wasn’t paying much attention to who was reading my blog. All I was interested in was the traffic. But having lost all that traffic and income, I started thinking about the kind of readers I should be trying to attract – not just their demographics, but also their needs, problems and challenges.

I’ve talked about creating reader profiles a lot over the years (particularly onepisode 33 of the podcast),所以我不会在这里进入它。但我可以告诉你,知道我想达到谁,让那些读者更容易。

2.专注于解决这些读者s’ needs

One the reasons I was getting so much traffic from Google is I was optimizing everything I wrote to rank as highly as possible.

Unfortunately, I now realized that building traffic that way was like building a castle on sand. One small shift and it all falls down.

So I started writing for the people I wanted to bring to my blog instead. I thought about their needs, problems and challenges, and then wrote content to try and help them.

从谷歌和读者转向我的注意力是一个很好的举动。它不仅有助于我吸引了我想要的读者,它还帮助我增加了我的交通。为什么?因为很多人通过将它们键入谷歌来寻找问题的答案。并猜测他们将在搜索结果中找到其博客?

无论您是建立的博主还是刚刚开始,询问您的读者以及他们的需求是一个好主意。它不需要是全面的调查。你可以在你的博客上提问一些问题。

3. Worked on getting on other people’s blogs

虽然我自己的网站几乎掉下来谷歌的雷达,但我的利基中的许多其他博客仍然存在。所以我开始考虑如何在那些博客上表现出来,并试图抓住他们所获得的一些交通。

Writing posts for other people’s blogs (guest posting) wasn’t really a thing back then. But that’s what I set out to do. I started reading their blogs a lot more, and commenting on their posts. And then I offered to write articles for them and be interviewed by them.

This not only brought traffic to my blog, but also helped me become known as an authority in my niche.

4. Started a newsletter

当我学到的那时

Such as email.

And so I started writing a newsletter, and encouraging people to subscribe by giving me their email address. At first I was only getting a handful of subscribers each week. But over time the numbers grew, and these days I have more than a million subscribers.

Starting a newsletter and collecting people’s email addresses is probably the most powerful thing I’ve ever done, and I really wish I’d started doing it earlier.

只需确保您不只是收集电子邮件即可。除非您实际发送新闻通讯或至少定期更新,否则使用并不多。

5. Started promoting other ways to subscribe

As much as I love email and the power it can provide, I realized I didn’t want it to be my sole connection with my readers. After all, not everyone like receiving emails.

Back then RSS feeds were big, and so I started promoting my RSS feed in case people wanted to connect that way. But these days I tend to focus more on getting subscribers and followers on social media.

您专注于哪些社交媒体平台将在读者闲逛的地方取决于很多。(您可能想向您的读者询问他们更喜欢哪些平台。)但如果您不确定他们在哪里,那么Facebook和Twitter是两个良好的平台。

6. Started networking more

These days we tend to take networking online for granted. But back in 2004 there were only a couple of options – email and forums.

And I wasn’t doing much networking with either of them.

但是在我的交通吓唬之后,我开始抛开每周的一点时间,通过电子邮件发送在我的利基中了解其他博主并询问我是否可以以任何方式提供帮助。

I even tried to meet them in person, which was a big step for me.

但我的努力得到了回报。它不仅导致一些伟大的友谊(甚至几个有利可图的伙伴关系),它开辟了与其他博主链接的机会,以及他们联系在一起。

And we know how much Google likes other sites linking to yours.

These days we have plenty of ways to network online – Facebook groups, Twitter, and even apps such as Clubhouse. But the best way to network is still face to face, and once we get past this pandemic you should look for ways to meet people in your niche. The chats you have with people during a session, over a meal, and even in the queue for a coffee can lead to all kinds of fruitful relationships.

7. Started running my own events

除了参加别人的活动,我开始自己奔跑。

我跑的第一个事件在我当地的图书馆,举办了关于人们自愿运行的各种主题的研讨会。我问他们是否对我有兴趣运行一个课程如何使用数码相机。

“当然,”图书管理员说。“我们之前从未有摄影课。你能行的。”

所以我立了一个牌子在图书馆,最后around 20 people came along to learn about photography. I ended up running a few of them, and while 20 people may not sound like many, some of our readers on Digital Photography School have stuck around simply because I met them in in one of those workshops.

我敢打赌他们也向我的博客推出了很多朋友,这有助于我们增加了我们的交通号码。

I’ve attended a lot of events, meetups and conferences over the years. And these days we have around 500 people attending our ProBlogger conferences. And they’ve all provided me with a great opportunity to meet people who have then become readers, and quite often advocates and evangelists for our sites.

8. Started having personal interactions with readers

Something else I started focusing on more was having more personal interactions with my readers.

正如我刚才所见,您的读者可以成为您的博客的倡导者和福音传教士。但是为了他们这样做,他们需要觉得他们与你有联系。

And for that happen you actually need to connect.

所以回答他们的评论,在Twitter上与他们互动,甚至偶尔将它们从蓝色中送回电子邮件。表明你已经注意到了它们,并重视它们是一个非常强大的事情。

9. Started pitching to other bloggers

If you’ve written something that other readers in your niche might be interested in, you may want to try pitching it to other bloggers in that niche. Just shoot them a note on Facebook, Twitter or whatever platform they like to be contacted on and say, “Here’s something I wrote. It might be useful to your readers.”

Providing what you’ve written is useful, you’ll be amazed how many people will share it. After all, helping their readers by providing more useful information makes them look good too.

10. Ran a content event

The last thing I did was to start running what I’d now call a content event.

Around this time the ‘Idol’ shows (American Idol, Australian Idol, etc.) were quite popular, and so I decided to do ‘Blogger Idol’. I’d suggest a topic (I think the first one was ‘The ’80s’) and then encourage everyone to write a post about it and publish it on their blog. They’d then send me the link to it, and I’d publish a post with all the links.

当然,他们中的大多数都将分享我的博客文章,将流量发送给他们的网站和我。(后来我重复了这一点,是我们31天的一部分,以建立更好的博客挑战。)

Getting people involved in something like this is a great way to not only build traffic, but also get them coming back to your site.

An ironic footnote

通过做所有这些东西,我现在可以获得来自各种各样的地方的流量 - 其他博客,社交媒体,我的电子邮件和通讯列表,甚至是嘴巴的话。因此,如果任何一个平台消失,或者我的博客从中消失了,我仍然会有流量进入。

Ironically, about six weeks after losing all my traffic, Google changed its algorithm and I got it all back.

你的流量来自哪里?

Take a look at your Google Analytics, and see where your traffic is coming from. If you see a lot of it coming from a particular source, you should think about using some of the techniques I tried to diversify your traffic sources.

Because who knows what the future holds.

Photo by Viktor Talashuk on Unsplash

About Darren Rowse
达伦排is the founder and editor ofyabo娱乐problogger博客提示Digital Photography School。了解更多关于他的信息here和connect with him on推特,Facebook,Google+LinkedIn

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