How to Get Traffic to Your Website Using Quora and Marketing Automation
Succeeding in today’s business environment means establishing a powerful online presence, any way you look at it. Fruitful outcomes require getting creative and grabbing every opportunity that promises higher traffic. Many marketers leverage inbound strategies to attract more visitors to their websites and generate leads. However, these tasks have become more than ever challenging. We’ll explore how to tackle the challenges with Quora marketing. But first, let’s review some basics.
There are several types of traffic, depending on the source through which users find your website:
- Direct traffic. A prospect typed in your website URL in the browser or used a browser bookmark.
- Organic search traffic. A prospect typed a keyword into the search bar and then clicked on your listing.
- Social traffic. A prospect came to your website from social networking websites like Facebook, Twitter, etc.
- Referral traffic. A prospect clicked a link to your website on another website (apart from social media).
- Campaign traffic. A prospect clicked a link in your ad, email, or other promotional materials.
Enjoying direct traffic means that your brand is already well-known. If this is not the case, building brand awareness requires investing in ad campaigns and social media campaigns, as well as doing SEO for improving organic rankings. Alongside that, inbound links (or backlinks) are the cornerstone of SEO. If authoritative resources link to your website, this improves its authority for the search engine, so it will rank your site higher. In addition to that, inbound links bring you referral traffic.
Sure enough, a solid marketing strategy implies making use of all possible traffic sources, experimenting with them, and discovering new opportunities. However, here comes fierce competition.
It’s all about Google
Of course, you have to play by Google’s rules to win this game. As of 2019, it gets over 75% of global desktop search traffic. But there are around 1.72 billion websites on the web. Less than 200 million of them are active, yet it’s an overwhelmingly large number. As of 2016, there were around 1 billion websites, so in three years, website count practically doubled.
Considering this, ranking on page one requires a great deal of effort. Looking to grow the company’s online presence, marketers have no shortage of platforms. However, finding the most efficient ones presents another challenge. Regardless of your market niche, one of the best opportunities for growing traffic is Quora.
You won’t be rubbing shoulders with a crowd of your competitors here, because marketers mostly overlook it. Nonetheless, the website is worth marketers’ attention. If done right, it can be a good source of traffic and high-converting leads.
Before we dive into how to do it right, here are several more reasons why you should consider Quora:
1. Quora is the fifth “most featured” website in the US
Searchmetrics 2018 research found that, on average, Google page one has 8.59 organic results for desktop listing and 8.5 – for mobile. Where’s the search real estate going? Paid ads and featured elements take it up on more than 30% of result pages.
According to the Ahref’s study, Quora is the fifth “most featured” website in the US. Quora answers rank for hundreds of thousands of keywords across thousands of niches. You can use this opportunity to increase brand awareness and expand your audience reach.
2. Google is turning into an Answer Engine
Featured snippets are extremely good at providing helpful answers. People get the info they were looking for straight in the results without even clicking on them. For this reason, marketers start building digital strategies around Q&A content. To adjust your content for question-form queries, you should do question-based keyword research, where Quora also stands in good stead.
In addition to improving your content, you can “steal” featured snippets with your Quora answers and get them shown in the organic listing. Also, if you answer the questions that rank well on Google for industry-related keywords, this increases your chances of getting more referral traffic.
3. Quora drives free targeted referral traffic
Finding the right place to interact with the right audience is essential for every business. Quora is exactly that place, and it is free to use. The links you share in answers are no-follow, but they will bring you the most qualified prospects.
First of all, new questions and answers in a particular topic get displayed in the followers’ feeds. Secondly, upvotes can push your answer to the top of the answer section and earn you hundreds, if not thousands, of Quora views. Moreover, your answer can get to Quora Digest and reach the subscribers’ email boxes directly. In this way, on Quora, you can laser-target your content to the people genuinely interested in it.
As you can see, Quora can benefit your business in many ways. Remember that using the platform, you should aim to spread knowledge and build trust. So let’s start the how-to part.
Many marketers have successful Quora campaigns and provide valuable advice on how to replicate their success or win more visitors. We have gathered the essentials of making Quora your long-lasting traffic generator.
Optimize your profile
First of all, don’t start with making a big mistake: underestimating the profile bio. Keep in mind that the first 50 characters of your bio will be shown as a tagline above your answers on Quora.
Tips: include your brand name among those 50 characters to increase the company’s visibility.
Quora allows creating multiple topic-specific bios. In the “Knows About” section, you will see a list of topics with “Describe your experience” links.
Next goes the profile description. Show your interests, experience, achievements, and knowledge to strengthen your authority on Quora. Another important thing is to add links to your company’s website, blog, and social network accounts. When filling in the info, you need to create a personal brand on Quora that will help to support your business brand. See how Gary Vaynerchuk does it:
Of course, there is no one right way to fill in the profile info. Experiment and see what works best for you.
Target the right questions
Succeeding with Quora marketing is not a five-minute job. Especially when it comes to discovering the right questions to answer. The first step is starting to follow topics relevant to your industry. In this way, you will get new questions in your inbox and feed. Bookmark the topics to have the top answers and questions pinned to your homepage.
Tip: read and research questions and answers to get new keyword and content ideas.
When choosing what topics to follow, pay attention to those with more followers, and higher activity. Follow the top writers within the topics and learn from their experience.
As for picking a particular question to provide an answer for, try to use industry keywords and look into the questions that already rank for them on Google. In most cases, the best question matches these points:
- More question followers than answer followers
- Many unhelpful or too-promotional answers
- Answers are badly-written
- The subject is arguable and may provoke further discussion
- The answers thread is not too long
Note that sometimes questions not meeting some of these qualifications may also become huge traffic boosters. Don’t hesitate to experiment, and maybe one day you will want to share your approach and personal story of a successful Quora marketing.
When the proper-fitting questions are found, you can add them to the “Answer later” list by clicking on the three dots in the corner.
Take it easy
There are several platforms you can use to speed up the process of choosing the best questions to answer.
Firstly, you can try FindTheQuestion platform for keyword research. It is free and easy to use. You will be provided with suggested question-form search queries based on the entered domain or keyword, along with search volume, clickstream search volume, impression, and competition for each query.
One of the ways to faster identify the questions with high traffic is by running a Top pages report in the Ahref’s Site Explorer. You can filter the top-performing Quora pages by your keywords and then look into those fitting your niche. However, note that if you need the tool for Quora question research only, 99$/month for 100 URL per day in the starting plan would not be the best investment. Also, the tool still leaves you to a lot of browsing to review the metrics (views, followers) for each question on Quora.
Another shortcut for this is using QuestionsPro. First of all, it can perform keyword research for you. Based on the content of the webpage you enter, the tool offers relevant keywords with their Google and Quora metrics (Google search volume, answer’s rank on Google, Quora traffic for each keyword).
Then, you will see the list of Quora questions that contain these keywords along with the number of followers and total views for each question. You can move the best-fitting questions to a separate list and filter them by custom conditions using the “Segments” column. For example, you can automatically identify the questions with the word “best” and respond to people seeking advice on a particular product.
Craft your answers
As you can save time by relying on marketing automation tools, devote all the attention to writing genuinely helpful answers. If your answers are helping and providing value for the audience, you will get more people trusting your authority and your business brand.
Provide long-form comprehensive answers to get them ranked better on Quora. Mind your links, insert them only when it is appropriate and necessary. If your answer is stuffed with keywords and links, it will instill no trust and earn no upvotes. This can even put an end to your Quora marketing. If Quora moderators consider your answers irrelevant and notice any direct promotion, your account will be banned.
Instead, you may tell about your personal experience on the matter to show your knowledge. Also, remember that people like structured and visual content. So make sure you have bulleted or numbered lists for long explanations, and illustrate some info with a picture or video.
Tip: there is a check-list for writing Quora answers and the list of reasons why users can get banned in our free lead generation guide.
Watch your performance
A vital part of Quora marketing workflow is measuring the efficiency of your efforts. To gain better rankings and views for your answers on Quora, and therefore drive higher traffic to your website, mind the upvotes. In-built Quora stats will provide you with data on these three metrics. However, you can’t check the answer’s rank within Quora.
QuestionsPro can help you out here. The Tracked Questions section will show:
- The position of your answer compared to the total number of answers
- The number of views and upvotes your answer gained
- The number of views and upvotes of the top answer
- The number of question followers
- Overall views of the question
Another place where you should analyze your Quora performance is, of course, Google Analytics. To track the traffic to your website from Quora answers, make sure you use UTM tags and set goals. When a link in your answer contains utm_source=quora tag and someone clicks on it, the tag will send info about incoming Quora traffic to your Google Analytics. The goals will help you to measure the percentage of website visitors who performed a particular action, like subscribed for your newsletter, asked for a quote, or made a purchase. If you create a custom URL for Quora links, you will be able to track the percentage of conversions, generated leads, and sales.
Quora is the place to be for marketers and small business owners. You can reach a highly-targeted audience, get more quality traffic to your website, build and boost brand awareness. Like with many other marketing strategies, you should pursue the goal of providing value to your potential customers.
Invest your time in crafting helpful answers and use marketing automation tools to reduce the boring part of the process. When choosing the questions, you should pay attention to the number of its views, followers, Google search volume for the seed keyword, and traffic to this question. Also, stay open to experiment, and make timely adjustments to your Quora strategy based on your previous progress on the platform.
With this approach, Quora will be a sure-fire method for growing the company’s online presence and digitally connecting with the right audience.