Wednesday, September 03, 2008
Why should you increase traffic?

You’ve covered the essentials: you’ve got a website, and you have a staff member (several, if you’re lucky) assigned to work on it. Now you’re ready to work on increasing your site traffic. But have you thought about why?

This isn’t a trick question; there’s no inherent reason to build your traffic (unless you like to show off high Comscore numbers at parties). So before you embark on a traffic-building plan, it’s a good idea to decide why you want those higher numbers. That way, you can build a plan that meets your goals.

Some good reasons to build traffic are:

  • Ad revenue (advertisers like big numbers)
  • Building your brand (make a larger number of people aware of who you are and what you stand for)
  • Creating “community” (also, generally, around your brand)
  • Pushing print subscriptions (an old-fashioned site strategy, but still a common one) 

It’s likely that you agree with all of these reasons. But if you’ve got limited resources (and please, find me a Canadian magazine that doesn’t), it’s worth deciding what’s most important and focusing on that.

Why are you building your site’s traffic? Is it for the wrong reasons?

- Kat Tancock
About Me
Kat Tancock
Kat Tancock is a freelance writer, editor and digital consultant based in Toronto. She has worked on the sites of major brands including Reader's Digest, Best Health, Canadian Living, Homemakers, Elle Canada and Style at Home and teaches the course Creating Website Editorial at Ryerson University.
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I'm there says:
breesir, to answer your question, the reason magazines don't have dedicated web editors is quite sim...
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