As Google transitions to using generative AI for search results, website owners need to rethink their marketing strategies to keep and grow their audience. Here are some effective tactics to attract visitors through alternative channels.
Search Engines as Virtual Newsstands
In the past, search engines like Google acted as the primary “newsstands” for online content. Users searched for information, and Google provided relevant results. However, with the advent of generative AI, Google now uses AI to directly answer queries, reducing the visibility of individual websites.
The Need for Traffic Source Diversification
Relying solely on Google for traffic is no longer sufficient. Consider these four alternative channels to attract visitors:
- Social Media
Platforms such as Facebook, Instagram, Twitter (X), Pinterest, and TikTok have billions of users. By creating engaging content tailored to your audience, you can drive significant traffic to your website. Viral posts can greatly amplify your reach. - Paid Advertising
If your business has a strong ROI per visitor, paid advertising is a viable option. Utilize Google Ads, Facebook Ads, and other platforms to attract targeted visitors who are likely to convert into leads or customers. - Content Marketing on Other Channels
Explore traditional marketing methods like sponsoring local nonprofits, networking, and collaborations. For instance, distributing printed materials in relevant locations can drive traffic to your site. This strategy can be particularly effective for reaching niche audiences. - Email Newsletters
Building and maintaining a robust email list is essential. Capture email addresses from visitors and send regular newsletters to re-engage them and encourage repeat visits. For affiliate or e-commerce sites, newsletters can promote discounts, coupons, and other offers. If your current traffic is low, use lead ads to grow your mailing list.
Beyond Search Engines: Expanding Traffic Sources
Google’s shift to AI-driven search results has impacted many website owners. However, other “newsstands” like social media platforms and email newsletters are still available. By diversifying traffic sources and adopting innovative marketing strategies, you can continue to reach and engage your audience. While pivoting can be challenging, it is necessary for success in 2024.
By Anne Moss CEO of Moss Digital Publishing
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