It’s no secret we focus a lot on SEO around here. And why wouldn’t we when over 50% of the traffic to our network comes from Google organic search! It’s great to see new partners enter the network with strong search traffic. Many of the best practices a website follows in order to align with Google organic search guidelines, puts them in better standing with other traffic sources, as well. Users have evolved, whether on Google search results or another web platform. They want accurate headlines, useful information and interesting voices.
It’s best for publishers to have a healthy diversification of traffic makeup, to avoid the ole ‘all eggs in one basket’ type fiasco if a platform updates their algorithm and you’re negatively impacted. Here are some other traffic source suggestions for publishers to consider.
traffic sources for publishers
Pinterest continues to prove itself for publishers as a consistent traffic driver. In 2020, Pinterest is the 3rd largest traffic driver to our network. People turn to Pinterest for ideas and typically (97% of the time!) don’t have a brand in mind. We continually work with our partners on their Pinterest strategy and on driving traffic from the platform. If you’re still using a personal account for your blog content, consider switching over to the Business account. With it comes the ability to add rich snippets to your pins, and you also get access to additional data insights.
Sign up for Pinterest Business here.
Facebook has had an on-again, off-again relationship with publishers throughout the years which has made us unsure of our true status. In the past, they’ve updated their algorithm to show less posts from content sites and more posts from our FB Friends, but so far in 2020 Facebook has shown significant traffic increases to our partners. Don’t get too comfy though, it’s not the stablest of traffic sources.
3. Smart News
Think of these next three (Smart News, Flipboard and Newsbreak) as News Feeds. These platforms began taking off over the last few years and have driven millions of pageviews to publishers ever since. All three are primarily app based and require a steady stream of new content creation to be accepted. If accepted, submit an RSS feed for your content and set up your profile. Smart News and Newsbreak are heavier on the news side, while Flipboard has more content on the lifestyle side.
Apply for Smart News here.
Flipboard is used by millions of people daily to discover and share stories. From either the mobile app or a Chrome extension, a user with a Flipboard account can “flip” an article into one of their pre-built “magazines”. The magazines are similar to Pinterest boards and are generally dedicated to a topic or a content vertical. Publishers who are enrolled in their program submit RSS feeds for their content to be automatically ingested into the platform. Flipboard favors publishers (and content) who are utilizing Google’s AMP page format.
Details on their publisher program here.
5. News Break
Similar to Flipboard, News Break allows you to publish articles by either manually uploading content or by providing an RSS Feed. Users access the content from an app on their phone. It’s also important to note that Smart News, Flipboard and News Break do not pull in the full article. They post a small description of the content and then link over to the full piece on the publisher’s website.
Register for Newsbreak here.
6. Google News
Last year, Google decided to nix their news program application process. They pivoted to allow all sites equal opportunity and now just select what they use for news.google.com from their normal search index. There are some tips though to increase the chances your content will be used in Google News:
You must be publishing news
Your posts must have an author listed on the page
Google AMP pages may be slightly favored, but it’s not a requirement
With the addition of swipe up links and link-in-bio tools, Instagram traffic is on the rise. Most link-in-bio tools have a cost associated with them, but SHE Media Partners are eligible for a free upgraded Silver account with Tap.bio. If you’re a partner and haven’t taken advantage of this yet, e-mail us today for your registration link. Another option for a free link-in-bio tool is LinkTree. If you’re not already using a tool to drive traffic from IG posts, we definitely recommend checking one out.
8. Content Recirculation
It’s common on publisher sites to see modules on article webpages that show a handful of content recommendations, typically relevant to the content the user is on. There are many benefits to content recirculation: additional traffic, exposure to a similar audience, links to your content to name a few.
9. Content Syndication
Content syndication and guest blogging can be looked at the same way: there are benefits to doing this, but often times, traffic isn’t one of them. Content syndication is when you partner with another relevant site and have them post your content to their blog. There are best practices to follow, such as using the canonical tag to avoid duplicate content, but this can be a great approach to get brand exposure.
10. Guest blogging
Guest blogging refers to publishing unique content of your own onto another site. If you do this, make sure you’re requesting several related links back to your own site.
11. Google Discover
Google Discover refers to a feed of content that populates on the Chrome mobile app, based on a user’s search history. To find this content feed, go to your phone, open your Chrome app as if you’re going to search for something on Google. Below the search bar, there may appear a list of content suggestions. This is Google Discover. In GA, it’s classified under referral traffic and a user is only served these suggestions when they’re logged into g-mail. You can’t apply, nor can you optimize for, which is likely why the general interest from publishers isn’t much. It’s best to think of this as incremental Google traffic, but never to count on it. It’s just not consistent and fully tied to the chances of a reader using the Chrome app.
Twitter can be an excellent source of traffic for our news, sports, and entertainment partners, but with the heavy number of lifestyle bloggers in our network, it’s typically not a top referrer. Journalists were early adopters of Twitter and continue to be some of the most active participants on the platform.
For best practices and publisher resources, visit Twitter Media
Diversifying your traffic must be a priority for publishers. There is too much at stake to only perform in one area. When one platform’s algorithm update can tank your revenue, you’re too reliant on that traffic source. Since algorithm updates can be drastic, by having multiple sources drive traffic, you won’t be as panicked with each new update. If you’re a SHE Media publisher and have questions, reach out to us here.
originally published on May 8, 2020.