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John Dixon
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Getting Visitors to Come Back to Your Web Site


Getting people to visit your web site is one thing - getting to come back again is something quite different. By building up inbound links to your site and by using other, commonly known, methods of web site promotion and optimization, it is possible to produce a web site that performs well, or fairly well, with search engines. The key to success through is

  1. encouraging visitors to explore your web site (and thus avoid having a high bounce rate), and
  2. encouraging visitors to come back to your site more than once.

Your site must offer something that is interesting to visitors; if it does not, they will quickly move on to another site and they probably will not return to yours.

Social networking sites have cracked the problem really well: by building a community of users who regularly log on to a site. As more people join the community, you can very easily see how the number of daily visitors to a particular site can snowball.

Other web sites that perform very well without building a 'registered' community are news sites. Because their content changes on an hourly or daily basis, people know that the content on the site is always fresh. I know myself that if a news site is updated once a day, I'll probably visit once a day, whereas if it is updated several times a day, I'll probably visit it several times during the course of a day. You do not have to be a mathematician to work out which of the two sites is probably going to get the most traffic.

Someone said to me recently that a good optimization and promotion campaign might get your site a top 10 place in a major search engine, but it will not necessarily keep it there.



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