You've just launched a new page on your website - great! Whether a revamped "About Us" page, a new services page, or even a fresh blog post, your next step should be focused around building your brand credibility and influence, ultimately resulting in high-quality, relevant links back to the new pages. In order to positively affect search engine visibility and increase the traffic to that page, you need to obtain links from authoritative websites. Rather than waiting to amass natural links or press mentions, employing a strategic digital public relations plan can help your new page achieve both positive search results and increased traffic flow.
While digital public relations outreach is traditionally known to garner links back to a website's home page, there are a number of initiatives you can use to maximize visibility of these deeper pages.
1. Tailor Your Media Pitches with Relevant Keywords
While this may seem like a given, any media pitches you create should be as unique and well thought-out as each page and piece of content on your site. Be sure to have a solid understanding of the goal and purpose of the page before researching blogs, news outlets, and social influencers for your target audience. This audience may be vastly different than the audience of your website as a whole - don't be afraid to capitalize on niche markets to maximize potential media exposure.
When it comes to crafting the pitch itself, utilize keywords found on the page you are trying to increase traffic to. Although these keywords are not guaranteed to appear in the final article or placement, including these buzzwords may influence your media contact's writing focus to better reflect terms that are relevant to your page.
2. Position New Pages as Resources
Ideally, any specific pages you pitch out should include content that is both enriching and interesting. A new page featuring content that contributes to a greater dialogue is more likely to receive media traction than one that doesn't, so focus your efforts on publicizing new pages that are rich in information and will establish your site and brand as a credible source.
In addition to conducting outreach with unique pitches, look for stories and blog posts on the page's topic that already exist online. Identifying articles already written on the topic presents opportunities for your page to then be included in that story as a resource for additional information.
3. Leverage Social Media Influencers
A successful public relations campaign should include some form of a strategic social media component. When working on media research prior to pitching, a solid list of social influencers in the space your specific page or business covers should also be created. Building a relationship with important industry-relevant social tastemakers is key to increasing recognition, and while cultivating these relationships can be very time intensive, these influencers have the potential of becoming an ambassador for your site and brand.
Tapping social influencers with high follower counts not only increases visibility of your site and potentially increases traffic flow to the intended page. Use a tool such as Followerwonk to identify relevant influencers, and determine the social outreach plan for this initiative. Followerwonk allows you to search for keywords through Twitter bios, enabling you to discover which contacts are going to be most interested in what you're trying to share with them.
4. Guest Posts
Whatever industry your business is part of, there's a good chance you or your employees are experts within that field. Leverage your expertise to present yourself as a thought leader in your industry, and collaborate with various media outlets to contribute articles on topics that you can speak to. If you can offer readers value and have unique insights on a topic within your industry, reporters or editors will be eager to have you work with them. This presents many opportunities for you to promote your new page if you shape your article around content that is on that particular page.
In order to provide value to readers, you can't arbitrarily insert a link to your new page if it isn't relevant, and more likely than not, editors won't allow that. Instead, take time to craft an outline of your article that is related to both your expertise, as well as your new page. With every guest post you contribute, you'll be able to include a link, and encourage users to visit.
5. Get Creative
Is there anything about your page that makes it stand out? Maybe you have a new design feature that you want to bring attention to? Take the opportunity to pitch to design-specific resources. Don't be afraid to think creatively and see if you can tap into a niche market rather than the usual broader ones. Branching out can give you a chance to grain traction from unexpected places.
Also, take the time to seek out organizations with a more targeted audience. Having links from reputable blogs and media outlets are wonderful, but sometimes their readers may not be seeking the information, products, and services that your site provides. Organizations that cater to a smaller industry demographic can lead to more relevant traffic, and hopefully, more conversions. The internet is full of websites that provide specific resources to users seeking references on specific subject matter. So don't undervalue the potential benefit from taking the extra time to pitch to these outlets as well.
Using Digital PR to Increase Web Traffic To A New Page
When it comes to launching a new page on an existing website, you want to approach it with the same level of enthusiasm that you would with any other project. Analyze techniques that have worked for you in the past, and tap into some new ventures as well. Take advantage of the opportunity to utilize some unconventional ideas to draw in traffic! By brainstorming and putting in the effort to effectively draw attention to the new page, you will undoubtedly see noticable results.