New studies underline what you’re probably seeing in your own website analytics reports:
Social media is no longer delivering as much traffic to websites as it once was.
Most striking is the decline of Facebook traffic to websites. In 2016, Facebook accounted for 30.9 percent of website visits, but that had dropped to 18 percent by the end of 2017:
You will find more infographics at Statista
What does this mean for your business website? According to this excellent article in Torque, the very strong growth in Google’s mobile traffic to websites means old-fashioned SEO is more critical than ever to the success of your website:
And if you still think SEO means keyword stuffing, meta tags and the like, it’s time to revisit your strategy. What matters most is what Google has preached all along: Create outstanding, compelling content that serves visitors well. The top ranking factors according to SEMRush are now engagement metrics, including direct website visits, time on site, pages per session and bounce rate.
In other words (while not neglecting technical SEO), the critical factor in success is old-fashioned hard work. Here are some key questions to ask at the start of any new SEO strategy:
- Does my website provide valuable content people can’t find anywhere else?
- Are visitors spending time and viewing multiple pages on my website?
- Is my website optimized for mobile readers, including the use of Google Accelerated Mobile Pages (AMP)?
If the answer to any of these questions is no, there’s no SEO magic wand that will get you to the top of the heap.