Retail brands are successfully driving unique visitors to their sites by engaging in diverse search and social media marketing strategies.

Retailers’ internet marketing investments are paying off. According to the latest comScore Media Metrix report for June 2013, retail sites are seeing the most impressive web traffic growth. This might not be a coincidence, but the result of their hard work building sites with SEO best practices, creating effective branded content and connecting with target audiences on social networks.

Companies in the cosmetics and fragrance category saw the most significant gains. According to comScore’s latest data, their sites received 10 percent more unique visitors throughout the month. The next retail winner was computer software businesses, which experienced a 6 percent lift in traffic from individual visitors. Entertainment vendors also saw improvements, with companies that sell movies noticing a 5 percent increase in unique site visitors.

These improvements aren’t credited to temporary mid-summer online shopping trends. To drive more traffic to sites, companies are using SEO best practices in their web design and online content.

The National Retail Federation recently published a study showing that retailers have invested in the strategies necessary to succeed on the web, particularly when it comes to social marketing. In fact, the digital content they share on networks drives traffic back to their home pages where conversions take place. Around 70 percent of surveyed consumers click through to brands’ websites after reading blog content on social sites.

“Retailers have done a commendable job embracing social media – engaging their customers where it makes sense while keeping their brand relevant, interesting, appealing and exciting on each platform,” said Executive Director Vicki Cantrell.

Strong web marketing practices are critical to retailers’ success in an increasing digital world, where consumers are more likely to find businesses with their smartphones than discover them in phone books or on the street.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.