Looking to drive more traffic to your website organically? These proven strategies will bring you more visitors without the need for pricey ad campaigns.
1. Targets Keywords Intelligently
Keyword targeting is crucial to your SEO. You could even say it’s the backbone of your digital marketing efforts. By targeting different keywords, you can vastly improve your website’s organic traffic.
But only going after high search volume keywords leaves you competing with other websites. You need to have a healthy mix of high-search and medium to low-search keywords to gain traction with SEO. Your keywords should also contain short and long term keywords to connect with your audience.
The goal is to come up with keywords that your audience will be searching for online. Use those short-term and long-term (think questions one might ask when searching) keywords in your content marketing strategy.
Be sure you go through comprehensive keyword research and you’re picking keywords that are related to your niche. Just because something is popular and seeing a lot of search volume doesn’t mean you should target it. If it’s not relevant to your niche, it’s not going to give you the kind of traffic you really want.
2. Don’t Cannibalize Your Keywords
Keyword cannibalization happens when you have multiple pages on your site that target the same keyword with the same intent. Competition in SEO is tough enough without competing with yourself. The focus needs to be on the keywords intention within a customer journey.
Both pages can work with the same keyword if the resource on the page is providing different information that will provide value for an audience.
You can check for keyword cannibalization by searching for the targeted keyword on Google or by using a keyword research tool.
If you find that you have two pages of content that are essentially targeting the same thing, figure out which one performs better and merge the content. If the intention of the keywords is different, the pages can work with each other.
3. Stay Focused on User Intent
User-intent is supremely important when it comes to choosing your keywords, and it’s something you need to keep at the forefront in your organic campaigns. User intent is simply understanding what someone is actually looking for when they search online.
If your content doesn’t provide what the user is looking for in their search intent, Google is going to move you down the ranks. The best and most efficient way to move up the ranks is to be a valuable resource to a user at various stages of their journey.
By providing content that is substantial and valuable, your content will become a resource which will keep users on your page longer and build backlinks to your website which shows search engines your page is a credible authority and should rank high.
4. Perform Intelligent Link Building
Link building can impact your organic traffic in a big way and is a major factor in ranking on search engines. Links tell the search engine that you are a resource and your intention is to provide value to the audience. There are three different types of links that help generate rankings: internal links, external links and backlinks.
Internal links connect to other resources within your website that pertain to what your content is about or might be valuable to the reader. Internal links keep your audience on your website by moving them through to relevant information that might be beneficial to them.
External links connect to websites or other resources outside of your website that will be of value to the reader. The important aspect of including external links is that your goal is to provide value and if another resource has credible information you want your audience to be able to locate it from your source. An important tip is to make sure that the external link always opens in a new tab so your website is still available if your audience wants to refer back to your website as a source.
The third link type is backlinks. These are links that come from an outside source to the content on your website. Backlinks essentially see your resources as a credible source and lead their readers to your webpages. It is important to remember that not every backlink is valuable. Only sites that have a high domain authority (sites that search engines find credible) will be of value to your website. In contrast, backlinks from sites that search engines do not find credible will create red flags to search engines on the credibility of your website.
That said, you can’t simply drop some links in your pages and expect it to work wonders. You need to perform smart link building by adding descriptive text to your links. Most importantly, you must analyze your content to make sure your links are working and monitor all backlinks to your website to remove the toxic backlinks.
5. Improve Your Website’s Performance
Your website’s performance, or how fast it loads for your visitors, has a massive impact on your rankings. Google weighs page performance heavily as they want to provide users with the best possible user experience on the sites they drive them to. Not only that, but a slow loading site—even if it’s found through Google—increases the bounce rate of your visitors.
The goal should always be a great user experience which includes design, content and performance.
You can up your performance by ensuring you have adequate web hosting. Be sure to go with a host that’s reliable and has a focus on server performance. You can also do things like removing or minimizing scripts and files that your website needs. You can also improve performance by optimizing the images your website uses.
6. Don’t Forget About Mobile Devices
Mobile devices are fast becoming the primary way that people access the internet and are a major aspect of user experience. Over half of all page visits are from a smartphone or tablet. In other words, if your website isn’t responsive and works well on mobile devices, you’re giving a poor user experience to over half of your potential visitors.
If your website isn’t already responsive—meaning it adapts to the screen size of whatever device is accessing it—you need to make this a main focus of adjusting your website to be user friendly.
7. Content is King
The fact remains that there is no better way to improve your website’s authority and ranking while keeping users engaged than by creating great content.
Whether it’s a blog content or regular videos depends on your business and what works for you but it needs to be a main focus of your content marketing strategy. The point is that to keep your site moving up in organic rankings, you should be producing regular, high-quality content. Otherwise, your competitors will simply drown you out with their own content.
New content is immensely important, there’s an upside to the commitment you made to all that old content you produced that’s simply sitting on your website.
According to HubSpot, updating and republishing old content with new text and images increases organic traffic by up to 106 percent. In other words, if you have a lot of old content that hasn’t been touched in some time, you can potentially double your organic traffic by simply polishing it up and republishing it.
8. Off-Page Promotion
Once you have some content on your website, you need to focus on driving traffic to those pages. This is where social media comes into play. Use your social media channels to promote your content and drive engagement from your platforms to your website.
This is beneficial in two ways. One it builds your following on social media which helps build community and is another way for your business to connect with your audience. It is an avenue to put your expertise in front of your audience in a way that provides value and open communication. The second is that the more eyes that can get on your content, the more search engines see its value and thus increases rankings.
9. Measure SEO Performance
Two of the most critical elements of good SEO are reporting and analytics. Effective reporting can tell you what content appealed to your visitors, which part of your site had the most user experience issues and which pages on your site were least—and most—visited. And that’s only the tip of the iceberg.
Of course, to retrieve and understand these metrics and reports, you need good tools at your disposal. There are a plethora of tools available to truly take your SEO to the next level, such as SEMrush, Google’s Data Studio and, of course, Google Search Console just to name a few.
Making proper use of these tools will take you a long way in measuring your site’s performance and website credibility.
Keeping Up With SEO
Google is constantly improving its algorithms and how websites are ranked. And this is undoubtedly a good thing, but it creates an onus of responsibility on business owners and marketers to keep up with the rapid changes.
Measuring your SEO and website performance, improving your content creation and user experience and ensuring your technical website performance are crucial to succeeding in the ever-changing landscape.
There’s a lot to take in, but if you make the effort to understand the basic principles of SEO that works and apply some of the techniques found here, it’ll make a profound difference in your engagement, click-through rates and rankings. For more resources on SEO visit our SEO Marketing services.
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