In the competitive scenario of Digital Marketing, attracting visitors to a website can be a challenging goal. However, attracting qualified traffic is the real difference in transforming visits into concrete results.
That’s why, in this text, I’ll answer your questions about what qualified traffic is, how to identify it, and what strategies to use to increase your conversions.
Ready to get started?
What is qualified traffic?
Qualified traffic corresponds to visitors who arrive at your website with an interest in your products or services, and therefore have a greater chance of conversion.
So having a good amount of qualified traffic is one of the main metrics for measuring the success of Digital Marketing strategies.
Think about it: visitors who come to you looking for specific solutions, in addition to having a greater chance of making a purchase, also help improve other performance metrics, such as time spent on the site, bounce rate, engagement with content…
Qualified traffic vs. general traffic
The main difference between qualified traffic and general traffic is the likelihood of conversion.
General traffic is the type of traffic that comes to your website through generic keywords or campaigns without proper targeting. In practice, they entered the website but were not necessarily interested in the products or services offered.
Qualified traffic involves leads with a higher chance of conversion, that is, those who are really looking for solutions and are more likely to make a purchase. In other words, they are further along in the sales funnel.
Let’s understand in practice how it works:
Imagine an e-commerce website that sells sports equipment. It can attract two types of visitors:
- In general traffic, there will be the group of people who access the site just to compare prices, or who are curious about sports products, in general;
- Qualified traffic will include those who already know exactly what they are looking for — such as a specific model of running shoes — and are close to completing the purchase.
How to identify qualified visits
Identifying qualified visits requires truly understanding your target audience.
But how do you do this? The first step is to segment your content and campaigns so that you attract the right people at the right time. In other words, those who are most likely to become customers.
To do this, you need to create content that truly meets the needs and interests of your target audience. The famous valuable content!
See the tips to help with this process:
Profiles and behaviors
Study your visitors ’ browsing behavior to identify patterns that indicate purchase intent. Here, it’s worth analyzing:
- Time spent on pages;
- Interactions with the content;
- Conversion rates.
A qualified visitor generally consumes more content, is more engaged, returns frequently, and actively interacts with your website.
Additionally, take a look at the pages these visitors visit most often. They tend to browse pages that are more relevant to conversion, such as product pages, blog articles related to specific solutions, or buying guides.
In fact, creating behavior funnels in Google Analytics can help you understand the path that qualified visitors take within your website!
Analysis tools
Speaking of data analysis tools, Google Analytics and Hotjar can provide important insights into visitor behavior on your website.
Google Analytics, for example, lets you track metrics like bounce rate, time spent on site, and the number of pages visited per session.
Hotjar offers heat maps and session recordings that help you understand how visitors are interacting with each part of the page and where they are clicking, giving you insights into purchase intent.
Additionally, CRM tools help you monitor and manage interactions with leads and customers, enabling more personalized communication.
Advanced segmentation
To attract qualified traffic with advanced targeting, use demographic, behavioral, and engagement data to narrow down your audience. This includes creating detailed personas that represent your key customer types and focusing on creating content that speaks to what they want to see.
How about starting with our Lead Scoring Spreadsheet? Save a free copy now!
Paid Traffic vs. Organic Traffic: Which Brings More Qualified Visitors?
Paid traffic and organic traffic have complementary functions in a Digital Marketing strategy.
Organic traffic is achieved through SEO techniques and tends to attract more qualified visitors in the long term.
Although it takes longer to generate significant results, this method is more sustainable and has the best cost-benefit in the long run. Investing in SEO and relevant content can generate a steady stream of qualified leads that, over time, help build authority in the market.
Paid traffic, such as ads on Google Ads and social media, can bring quick results, but this requires strategic segmentation to avoid wasting resources on irrelevant clicks.
This process can be useful in specific situations, such as launching a new product or service, or when you need quick results in terms of visibility.
Strategies to generate qualified traffic
Now that you understand the importance of focusing on qualified traffic, let’s explore some of the possibilities to increase the volume of relevant visits to your website :
Inbound Marketing
Inbound Marketing is one of the methodologies that focuses on creating relevant content for the visitor with a focus on attracting and nurturing leads.
By solving your target audience’s pain points, you naturally attract the right visitors and build more and more authority in the market.
Targeted content creation
Creating targeted content serves to increase engagement, to do this, understand the pain points and needs of the target audience.
This can be done through market research, online behavior analysis, and direct customer feedback. With this information, it is possible to create content that offers practical and immediate solutions to the problems faced by these personas.
Search intent-focused SEO
SEO is the priority methodology for generating qualified traffic. By using long-tail keywords and optimizing your website for voice search, for example, you can attract visitors who are already closer to the conversion phase, as they are looking for specific solutions.
Additionally, search intent-focused SEO also involves understanding the different stages of the customer journey.
So if you want to attract qualified traffic, it’s important that your content answers the questions users ask at every stage of that journey — from the discovery phase to the consideration phase and finally the decision phase.
Optimization of Digital Marketing Campaigns
In paid traffic, it is the targeting of ads based on visitor behavior that ensures that your investment attracts the right audience.
In Google Ads, as you’ve already seen, you can target ads based on user behavior.
Using purchase intent data, such as products viewed or added to cart, are tips for creating personalized campaigns.
Additionally, using negative keywords helps prevent your ads from appearing to people who aren’t interested, optimizing your budget and ensuring that clicks come from more qualified users.
On social media, advanced targeting goes beyond basic demographics like age, gender, and location. Platforms like Meta Ads offer comprehensive options for creating custom audiences based on interests, behaviors, and interactions with specific content.
Remarketing
Remarketing is an excellent strategy for connecting with visitors who have already shown interest but have not yet converted. It allows you to reach users who have previously visited your website but have not completed the desired action, such as a purchase, for example.
Remember: the goal is always to turn them into qualified leads!
Tools like Google Ads Remarketing help you create campaigns specifically for this hot audience.
And here’s a tip: Remarketing can be applied in an even more advanced way when using email lists and personalized audiences.
Landing page customization
Customizing landing pages to your visitor’s profile increases the relevance of the experience. By adapting the landing page content to each audience segment, you ensure that the lead feels understood and encouraged to convert.
But how do you do this? Personalization ranges from small adjustments, such as mentioning the visitor’s city of origin or showing products based on their previous browsing, to more complex variations, such as creating dedicated landing pages for different personas.
How we increased Accord’s qualified traffic
A practical example is the Accord case, where we applied several of these strategies and actions to optimize the flow of visitors.
Using SEO, Inbound Marketing and Remarketing, we were able to significantly increase the number of qualified leads and improve conversion rates .
The objective of the company, which manufactures high-end lighting fixtures, was to strengthen its authority in the market, in addition to increasing its digital visibility.
With the support of Orgânica, Accord started an optimized blog project, focused on attracting qualified traffic and standing out among the competition in the lighting segment.
Our partnership doubled Accord’s traffic in just 3 months, positioning the blog at the top of search results and generating more than 8,000 sessions in less than 1 year. Incredible, right?
In addition to SEO, the content was distributed strategically, both through social networks and paid media, further expanding the brand’s reach and visibility.
And, of course, we also continuously monitored the blog’s performance, with constant improvements in loading speed and User Experience, for example.
Not only did this help the blog rank better, but it also ensured that visitors had a positive experience while browsing.
This case is a great example of how a Content Marketing strategy, executed by experts, can generate significant results in a short space of time!
I can tell you that the results were impressive:
- A 164% increase in indexed keywords in just 3 months, going from 258 to 680;
- The number of organic sessions jumped from 12 to 690 per month;
- With more than 8,000 sessions generated between February and November, the company saw its digital authority grow considerably.
The Key to Boosting Your Success
As we have seen, by attracting visitors with a high probability of conversion, you maximize ROI and build a much stronger customer base, improving your reputation internally and in the market.
And this topic still has a long way to go! Do you want to better understand how to increase your qualified traffic with the support of our content agency? Request Orgânica’s free SEO diagnosis now and find out how we can help boost your results!
