Is there such a thing as worthless traffic?
I recently performed a traffic experiment with the express goal of seeing what would happen.
Sounds like an experiment, right? :P
A couple of weeks ago, there was a major leak of personal images from a number of celebrities (I'm not naming names, I'm sure everyone knows who was involved and there's no need to attract that traffic here).
I busted out Jaaxy and did some keyword research. And I wrote a blog about cloud data security, adding keywords for a celebrity and pictures.
One thing I did do was edit the meta description to include: "WARNING: there are NO pictures of [celebrity] at this site" and I also restated that in bold at the top of the post, as I thought it might avoid needless clicks.
Boy, was I wrong.
That page (which I just retitled and edited to remove said celebrity's name) has become the #3 page on my site. Clearly, clicking is easier than reading a SERP description.
Most of my blog posts have an average time on page of 6-10 minutes; this post clocks in at 2:26.
Most of my blog posts have a bounce rate between 50-70%; this post clocks in at 88%.
My takeaway: it's traffic alright but not helpful to me in the least. The time on page for these fly by night visitors is likely seconds, so whoever is actually reading the post is taking their time.
If you're wondering how this affected my traffic in my one month progress report, it was the big spike from September 1-3. Nearly every single hit came on those 3 days but even without them the upword trajectory is still clear.
Here's the main question:
1. Was it worth it?
Yes, from the perspective that I learned about traffic and that hopping on something hot with the right keywords can get you clicks. I can see why it was such clickbait for many 'news' outlets (and I really use that term loosely).
No, from the perspective that the extra visitors had no interest in my actual content. For crap like TMZ I'm sure it was a bonanza to get douchebags to click through their gossip/lowest-common-denominator-bs content.
The ephemeral nature of the traffic also shows how news site need to constantly create new clickbait. How stressful is that? I much prefer our slow & steady method of building a business.
2. Would I do it again?
This is a rhetorical question - I would not! But I would certainly consider hopping on a hot meme if it was relatable or valuable to my audience.
The main point is...
All traffic is not created the same and that's why niche marketing works. An audience interested in you, your content and your opinions is worth their weight in gold. Stay focussed, create useful content for your readers and keep building that business foundation!
Recent Comments
31
I really like how you drive home the point of this post in stating "That's why niche marketing works." It's so true and although you may be targeting a smaller sector, you are nonetheless targeting an audience that is more specifically seeking the content you are creating. For those with "shark tank" mentality, it doesn't mean that you can't go after a larger piece of the pie. What makes niche affiliate marketing so interesting and effective is the fact that the process can be duplicated, while having a more direct channel to a very specific market seeking specific content and products. Thanks for sharing, man! Very interesting post! All the best!
Great post and reading. Thanks for sharing your insights with us. Gives us something to think about.
I have enjoyed this Arp and it's food for thought. Just confirms how being in WA and building our businesses on sound principles is the way to go... and I have also enjoyed reading your discussion with Carla! :) Many thanks.
I like that meta description, Arp. LOL Seriously, though, if I need article traffic, I write something about the Kardashians or other hot celeb or TV show of the moment. That's what most folks want to read. Interesting experiment. Thanks for letting us know.
What kind of site do you contribute to that benefits from the traffic? Or is traffic a metric an article's success?
I write for Examiner.com. I get paid on pvs (page views). Someone has to click the article open and I get a fraction of a cent. I do my own promoting. Headlines are important, but celeb topics are really the only ones that make money anymore. I have 9 different columns, but I only make money with headlines, celebs and sports. The sports is diminishing, too, sadly.
I USED to make a living at it until they limited our audience to the US and Canada. That's when I found out what a humongous audience I had in Australia, Britain, Ireland and a few other places in Europe. They keep changing the rules so now it's simply another income stream. However, what I did get from it was massive name recognition which made other contracts and opportunities available. I would LOVE to write for just one place and concentrate, but it doesn't work like that anymore unless you can snag a major seat at one of the big online papers.
If you know how to write effectively, yes, but you won't get rich at it. If you are looking for gas money, then it's fine. You also have to get on with someone who takes beginners. That was easy a few years ago, but not so easy now. The reason I said "if you can write effectively" is that you have to send in writing samples. If you're never been published, the best thing is to send your blog pages in as those are "published" on the web. I wish anyone trying good luck.
Hi Carla. I saw some of your sports tuff in G+. I thought you were just into sports. Multiple streams of income is good. Keep it going. Good not to put all of our eggs in one basket.
Thanks, Rosalyn. No, I write celebs, sports, baby boomers, news, Atlantic City local, Arts & Exhibits and a few others. My very favorite column is Charity & Volunteerism, but NOBODY read that one. UGH Some of the stuff you see me post in G+ isn't mine. I help other writer friends promote their stuff. They help me. It works.
See more comments
Well it would appear you learned valuable lessons and that is what matters! Thank you for sharing! Christa :)
You're welcome!