“The balance of power is shifting toward consumers and away from companies… The right way to respond to this if you are a company is to put the vast majority of your energy, attention and dollars into building a great product or service and put a smaller amount into shouting about it, marketing it… In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts.” – Jeff Bezos
Amazon has an incredible knack for being in the news all of the time. This is not luck or an accident. The company is fully aware of how to get other people to talk about them. And as a result, everyone knows about Amazon. Think about it: do you go to Google to search for Amazon? Of course not – you just go to Amazon. So why do you think someone will search for your company by name? Most likely, they won’t, which means that unless you are selling a widget and someone is searching for that particular widget, the bulk of your website traffic will come from sources other than Google. And that is the case. Consider this graphic from a study that analyzed over 18,000 ecommerce websites:
What many “gurus” don’t tell you is that 70% of traffic to your site comes from sources other than search engines. In fact, according to Alexa, only 9.7% of Amazon’s traffic comes from search engines – the rest comes from other sources such as affiliates, press, and direct visits. Concentrate on this 70%, not the 30% that comes from Google. If you do, Google will tend to take care of itself.
So how do you get seen everywhere? Post regularly to your blog and social media. Make your content shareable, especially the graphics. The more frequently you post content, the more opportunity your friends and customers can share your information with others. Here are a few places you will want to post:
- Social media sites like Facebook, Twitter, and LinkedIn
- Photo sharing sites like Pinterest, Instagram, Flickr
- Video sharing sites, especially YouTube
- Press release sites like PRLog.org and PR.com
- Also send your press releases directly to TV and radio stations as well as targeted sites.
- Responding to blog posts by others
- Your own blog
- Guest blogging on other’s sites
Remember, 70% of your traffic will probably come from sources other than search engines, so make sure you are visible everywhere.