You might think website traffic is website traffic. Doesn’t matter where it’s coming from. As long as it arrives, your online brand marketing is in great shape. Numbers get the search engines to notice, right?
Yes, that’s true. Traffic volume counts huge when rankings are assigned. But pulling in visitors galore isn’t the only SEO ranking criteria. 
Far from it. As it turns out, search engine algorithms prefer a smattering of variety now and again. One source of website traffic just isn’t enough. Brand authority is much mightier when multiple pipelines bring visitors from multiple points of origin. This diversity sends a clear signal to the likes of Google and other SEO players – your brand matters on many different levels. Ultimately, this boosts the importance of your brand, propelling it into a more rank-worthy position. In this reordered universe, organic searches no longer are the only important route to your website.
The current state of affairs is rooted in the new and improved capabilities of algorithms. Constantly tinkered with, these have been upgraded to detect traffic patterns from multiple points of origin — not only from organic searches. Whatever the traffic source, whether email, social media, search, or any other, it’s deemed valuable in the eyes of ranking engines. Thus, in the new scheme of things, organic search should be supported by other avenues. Brands banking solely on organic search to rack up ranking results are in for a rude awakening. As things now stand, it’s all about diversity. That’s what trips the algorithmic scoreboard.
Given the need for varied traffic, sound, multi-channel marketing strategies are crucial. Any brand hoping to win this game must exploit all possible advertising avenues, including video, social media, and email. Whatever is pinned, viewed, or posted is a potential traffic-driver – providing it’s sufficiently engaging. All the more reason to develop content that counts.
If you have any questions or comments about driving traffic to your website, or about any other brand-related topic, feel free to send them our way.