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How do communications activities affect traffic and reputation?

Written by: Jonathan Briggs

July 1, 2010 [713 views]

How do communications activities affect traffic and reputation?

Slight pause in my visualisation project as I think about the impact of all of the different publicity activities needed to drive traffic to my site (and client sites).

I find myself regularly trying to explain that SEO or PPC or blogging on their own will rarely be enough to increase business significantly. Instead a website owner has to do a range of co-ordinated activities including PR, advertising and social media.

Some of these will produce a short term increase in visitors including PPC advertising, tweeting or a newsletter mailout. Others such as social bookmarking (Digg, Delicious etc), PR and blogging will drive reputation with the long term effect of improving search engine visibility and eventually traffic.

Here is the diagram above as a PDF Content Drives Traffic (29 KB). How would you improve or change it? Are there any other categories of activity I have missed?

What do you think?

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This site is an educational resource, a research project and a publication channel written by Jonathan Briggs, Professor of eCommerce at Kingston University.
As well as being Professor at Kingston, Jonathan...

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