BLOG QUESTIONS: Social or Search? (The Traffic Debate)
I am really enjoying this series of blog questions because it is giving me an insight into what other bloggers are thinking when it comes to some really interesting topics.
Today I want to touch on another highly debated topic and that is:
Should You Target Social or Search Traffic?
I am literally still on the fence for this one. At the beginning of my blogging career I thought that I needed to focus on networking and communicating with other bloggers – which meant that my focus was on commenting, Twitter and and anything to do with being as social as possible (because that is where I thought my traffic would come from). And it did!
However, the one thing that I have found with social traffic is that it is extremely hard to convert!
I would promote products (and get a lot of comments on the post), but still make no sales.
There would be banner ads in my sidebar – that never got clicked!
In other words, it felt like I had a lot of people patting my back, telling me that I was doing a great job but I wasn’t making any money.
BUT…. Those Post Started Making Money Weeks After They Went Live!
It was something that caught me by surprise. Posts that were pushed way down the bottom of my homepage (or even older still), were starting to make affiliate sales, long after I had stopped promoting them.
So I checked my Google Analytics account and realised that I was starting to get a bit of search engine traffic to those pages and it was that traffic that was converting to sales.
Why Does Search Engine Traffic Convert Better?
The reason that I believe that search engine traffic converts better than social traffic is:
When you go to a search engine you are looking for answers, but when you open your RSS feed you’re looking for information or entertainment.
And you are more likely to buy something that is recommended when you are actually looking for it as an answer to your problem!
So Do We Ditch Social Traffic?
Now I am looking forward to hearing everyone’s opinions on this topic, but for me, ‘traffic is traffic!’
Social traffic has it’s benefits from the people that you meet and the relationships that your form – so this is something that I would never recommend stopping. But if you are looking to make money from your blog, from my personal experience you need to focus on search engine traffic as well.
And I definitely believe that you can cater for both crowds!
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11 Responses
5.4.2010
I agree that search traffic is better then social traffic if you want to convert and make money.
Social traffic converts, just at a much slower rate.
But social traffic still has benefits, to your stats, and rankings and connections you will make that may lead to a situation to make money that you may not of had before.
5.4.2010
Wouldn’t it depend some on niche?
If you had a worthwhile blog about blogging, and joined blogging communities, why wouldn’t that convert?
5.4.2010
Well … I’ve heard this argument over and over … I agree that we need a good mix of both types of traffic. I enjoy sharing what I’m up to in my online business world and for those type of posts I don’t really focus much on SEO or search engine traffic but when I’m writing about something more … say instructional … I do tend to put in the extra work on the keyword tools and try to pull in some new peeps that way.
I also agree with Dennis that it does depend a great deal on the niche too.
For most of my “niche” type sites they are based solely on search engine traffic, although I have a couple that are more “personal” and I’ve enjoyed being a bit more social about them too. *SmiLes* Suzanne
5.4.2010
I agree that search engine traffic provides higher chances of income while social traffic is more of a relationship-based thing.
5.5.2010
This debate has actually no answer. Social Traffic is as converting as Search Engine. The thing is what type of conversion you want.
You have a Adsense blog and want people to click, then of course Search Engine traffic are good but if you are different type of blogger Social Media may help.
It all depends.
5.8.2010
SEO is nice unto me. Even the traffic levels grows with the search engine of the keywords…
5.8.2010
I try to focus on both. For me it is not one instead of the other. If you are only after adsense money then search traffic is all you should do. If your earning channels are broad then targeting both is the best option.
5.9.2010
“Traffic is traffic” — that’s the bottom line for me. You used analytics and found both types end up working for you in the long run. It’s motivating to at least have your posts ‘well received’ especially when you start out. Then you learn to target search engines and even give them specific ads that your social or blogger traffic would hate. However if you find you’re not hitting either group with your sales then it’s time to rethink or call in the experts. lol
5.14.2010
I think, if you’re looking for a set and forget case, then it has to be search. You have to work a lot for social traffic.
5.22.2010
I really agree with you 100%, Tom. Cos I think social media traffic is for getting yourself known, building relationships, and building your brand, whiles search engine traffic is for the conversion of sales or whatever type of conversion you want to take place on your site or blog.
Thanks :).
7.1.2010
Social vs Search boils down to a Time vs Payback. The only thing that’s kept me from giving up on the Social time-pit is: 1. Some of the great automation tools like Amplify.com or Ping.fm to LEVERAGE and magnify your efforts, communications and connections in that sphere. And, 2. Whatever diversification you can get to protect you from the whims of Search.
Once you move away from Celebrities and Top Pro bloggers blogging about blogging – you’re left in the real world where far, far fewer people cling to our every word… :)