There’s a hint of change in the air.
SEO professionals are slowly waking up to the reality they face.
Traffic is going to decline in an AI-powered world.
So, in this article, you’ll learn how and why you should diversify your traffic sources.
And why world-building matters.
Why diversify your traffic?
We all know Google isn’t your friend, but the last few years of updates have harshly reminded SEOs.
By default, everyone should think more like a media brand and less like an SEO.
Why?
Because you need to have a solid structure behind traffic acquisition.
I’m not going to get into a discussion about qualified traffic. That’s for another day.
For now, we need to be 100% clear. Building a business or marketing around 100% organic traffic from Google is risky.
But there are other options.
Don’t build traffic; build a world
I first learned about “world-building” from copywriter Ben Settle.
It’s a straightforward yet powerful idea: treat your business like a vast, immersive world.
Think of the worlds created in Harry Potter, Star Wars, Disney, and Tolkien’s works. (Or even the “Fast and Furious” franchise!)
You’re building a brand world with entry points everywhere.
By building a world, you create different ways for consumers to encounter your brand, enter your world, and discover that you exist.
OK, so how?
The first part is understanding that I’m not talking about platforms here.
Brands have social channels, but this isn’t that.
This is about discovery and consumption, not collecting endless channels to throw out automated posts.
We are building worlds around our brands, not mindlessly pushing out social content.
When you think like a world builder, you use digital and physical resources to increase your mental availability.
And to do this, you need to think about the minds of your consumers.
For example, take Harry Potter.
You have merchandise, films, books, and theater shows.
I’m not saying you need to have all these, too.
This is about creating entry points that allow people to enter the world of your business and become part of your brand.
All so you can have that “top of mind” awareness.
Let’s get granular.
Dig deeper: Search everywhere optimization: 7 platforms SEOs need to optimize for beyond Google
Diversifying your traffic sources: 11 worlds to build
When starting, consider 11 worlds or methods to help you build a solid foundation.
- Newsletters.
- Podcasts.
- Books.
- Long-form videos.
- Short-form videos.
- Interviews.
- Social.
- Organic search.
- Public relations.
- Email.
- Content marketing/blogging.
Note that these aren’t platforms but entry points into your brand world.
Some methods use multiple platforms – like a book, which can have an Amazon listing, a physical copy, a website, and be discussed on podcasts or at events.
The goal is to create doors into your business.
Let’s dive into each one.
1. Newsletters
Newsletters are a way to reach people regularly.
My advice is to theme them and post them on platforms such as LinkedIn, Medium, or Substack.
But they come with a caveat.
You don’t own the platform; it’s their ball, and they can stop you from playing at any time.
I encountered this when I got banned by Substack by treating it like my own email list.
These platforms are for writing and not selling directly.
You need to alter your approach and understand the terms and conditions of the platforms.
Growth in Reverse is a fantastic free resource for learning more about this subject.
2. Podcasts
Create a podcast, and you’ll have the ears of listeners (if you’re good enough).
This is high value because you can be in someone’s ears during a car or train journey.
Podcasts are a great way to embed people into your world.
3. Books
Books open doors, with physical copies occupying shelf or desk space.
They’re also a great way to generate traffic through book sales.
I’ve been part of two books, including the Digital PR Playbook.
Russell Brunson is one of the best in the business, having created a range of books that draw people into his ClickFunnels world.
Brunson is an expert in world-building, and he creates countless ways for people to discover his brand and products.
4. Long-form videos
Creating video content can be hard work.
But long-form videos will give you loads of content you can use in multiple ways.
Some people use their podcasts and put them on YouTube as longer videos.
Others are creating long-form videos that are like TV shows.
Pat Walls, creator of Starter Story, is doing this with excellent results.
Having built a thriving website, he went to YouTube to build his Starter Story world.
Dig deeper: The future of SEO content is video – here’s why
5. Short-form videos
Short-form videos – on Instagram Reels, YouTube Shorts, TikTok, and LinkedIn – offer ways to deliver concise content.
As mentioned, Walls uses long-form videos and repurposes them to build his short-form world.
He also leverages TikTok to create entry points into his brand.
You can start to see how powerful this is for digital brand-building.
6. Interviews
Interviews, whether in articles or on others’ podcasts, provide a valuable opportunity to share your brand and generate a link back to your site.
In addition, the creators often promote your appearance through their short-form videos, expanding your reach.
7. Social
I focus on daily LinkedIn posts, though I may expand to other platforms in the future.
For others, it might be TikTok or other platforms.
The key is to actively build your world on these platforms, building pathways for people to discover your brand.
Dig deeper: Social search and the future of brand engagement
8. Organic search
Organic search has been a reliable source of traffic, but the reality is that it’s declining due to AI.
This shift is why I’m writing this article – less organic traffic is something we’ll need to adapt to.
While AI isn’t yet included as an entry point, it will be a factor to consider in the near future.
Is AI search still classed as organic search?
I’d argue it is.
Either way, organic search is another world-building option for you.
9. PR
Digital or traditional PR helps people discover, learn about, and interact with your brand.
It also contributes to LLM training data, builds links, and generates brand mentions.
For advice and inspiration on PR, the Famous Campaigns website, Digital PR Tips site, and Digital PR newsletter are excellent resources.
10. Email
Email remains an untapped channel for many brands.
Some use daily emails to build their worlds, while others prefer newsletters or weekly updates.
While you own this asset, growing an email list can be challenging due to the friction in signing up – requiring names, emails, and confirmation.
However, once built, it’s an asset you control.
11. Content marketing/blogging
All content is marketing, but here I’m referring to traditional writing on your own site.
There are great examples of this, such as Rand Fishkin’s content on SparkToro and Gaps in the SEO space.
Not all content needs to be focused on organic search, and this will become even more important in the future.
That sounds like hard work
Yes, it is and does. But no one is saying do it all.
The point is that you have many options to diversify your traffic in a declining traffic world.
But is it worth it?
Brand advertising is the easiest way to build a big world and generate traffic.
But equally, it tends to be the most expensive. All of the above options are top-of-funnel marketing.
You’re using channels to generate awareness that you exist, which feeds into the 95/5 rule of marketing.
At any time, 95% of your potential customers are not in the market for what you sell.
But by telling people you exist, you hope to be at the top of their minds.
As the saying goes, be easy to mind and easy to find.
And don’t rely on Google.
Dig deeper: SEO beyond Google: Building your brand on Reddit, Quora, TikTok and more
source https://searchengineland.com/diversify-traffic-sources-450247
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