I’ve just published: Blogging: the 3 Biggest Mistakes and How to Fix Them, and said:
If you blog consistently, you’ll get traffic. There are things you can do to help that traffic grow, of course. However, always remember that the goal of your blog is never traffic for its own sake. You want your traffic to do something when it reaches your blog.
I emphasize: the goal of your blog is never traffic for its own sake.
Far too many bloggers focus on “traffic.”
Traffic is immaterial.
Years ago, I was doing something or other (I forget what), and got a huge amount of traffic to one of my sites. There was so much traffic the hosting company threatened to take my blog offline. I had to get a decidated server.
That cost a pile of money every month, and for what? The traffic did nothing at all for me. It was just a huge pain in the you-know-what.
Ever since then, I’ve been very careful to aim for targeted traffic, only. That is, traffic that reaches my blog for a reason.
Avoid advertising, and any schemes which have the solitary goal of getting traffic.
Focus on action. If your site’s visitors take the action you want them to take, 20 actions a day are worth much more to you than 2,000 visitors a day who do nothing at all.
Integrate your blog with your website
I see very few blogs which are sufficiently integrated into the business’s website, or integrated with the business’s goals.
Indeed, I see many sites on which it’s impossible to click from the blog, to the website, where all the “action” (sales) take place. I’ve no idea why that’s so. No one from the business has noticed that the traffic hits the blog, and then stays there, doing nothing at all.
Make sure that there’s a “home” or “site” or “buy now” link which takes blog traffic to your website.
Ideally, each blog post should have a link directly to the most relevant sales page on your site.
An blog can do amazing things for your business, but only if the traffic is targeted. Otherwise, blog traffic is nothing at all.