The Traffic Ultimatum Phenomenon
In this article I want to discuss in theory of how web traffic flow is naturally distributed based on web searcher’s unconscious behavior. A term “traffic ultimatum“ means that you as a webmaster create a situation where the visitor was compelled to visit your site because they felt they risk not finding anywhere else or loose what they’re looking for if they don’t.
Think of web traffic as a water flow in a pipe system and your website as a water tank connected to this system through pipe with valve. Your ideal situation is to have that water flow run directly into your tank by opening the valve as much as possible. What you need to do is to create a situation that will open the valve and redirect this water into your tank. You “open the valve” by implementing a Search Engine Marketing (SEM) and, its simplified version – Search Engine Optimization (SEO) using two SEO methods:
1. On page SEO – by optimizing your website design, content (text and images), meta data for your keywords
2. Off page SEO – by creating one way backlinks to the site from established websites with high PR
When done correctly the synergy of these two methods produce an amazing end result being that your site begins to appear higher and higher in the search engine results. The better on page SEO is done and more quality backlinks you create the better is you website position in search engine results for your keywords and the faster your site moves towards the # 1 position. It is like open “the valve” more and more and more “water” will flow where you need it to go until you get it on maximum flow.
According to statistics, most people follow predictable patterns when using search engines. Almost everyone clicks on one of the first three search engine results and about 50% of clicks belong to #1 position. So, even it is good to be on the first page of Google, Yahoo or Bing but, unless you’re ranking in the top 3 spots of the search engines, it is not good enough because the most of the web traffic is not going to your website.
Why? This is very simple to understand – web users tend to click on one of the first three results because they have learned that those sites are where they can usually find what they’re looking for. When you create enough quality backlinks to your site, like water flow, web traffic tends to follow the path of least resistance and it is the top 3 of search results.
If your site shows up in one of those first three spots you create a situation for the web searchers where they would have to make an unconscious decision to go where they think the answer to their need is – in one of the first three search results. If they do not check these first three results then they will purposely go against their natural tendency, because they unconsciously believe that the answer lies there.
So, they would be unconsciously penalizing themselves by not going to your website if it is located in those first three positions. Thus, by properly positioning your site you have in essence forced them to visit your site.
To get visitor to your site is half of the deal – you still need to convert them into buyers and make the sale once they visit, but this is another big topic that requires its own discussion.
Again, if you properly positioning your site in the first three search results, you are literally forcing a searcher to visit your site. This is why you have to work on you web site SEO until your site get one of the first three position. That is how you won’t really give them a choice but to visit your site.
Never settle to be in the bottom half of the search results on page one – you will lose about 80-90% of traffic.
Like water in a pipe, web traffic tends to take the path where is less resistance. It’s possible to dominate your niche so no matter where or how a potential visitor looks – your site keeps showing up in front of them for your keywords. You need to create that ultimatum feeling by showing up everywhere your audience is. By creating this traffic ultimatum – the fear that they might be missing something if they don’t click on your link in conjunction with common knowledge that those first 3 sites are where they can usually find what they’re looking for will compel them to visit your site.
It is what I call “Web Searchers Trap” or “Traffic Ultimatum Phenomenon”- being naturally guided to where I want him to go. This way you can create situation when you may get as many visitors as you want by giving them no choice but click on your website link!
