Organic traffic to your website is what comes in naturally, as opposed to ‘inorganic’ where you pay for it. For increasing organic search traffic, there is only one way – you need to rank higher. And this is how it can be done:
Does your website have all the right keywords?
You might think you do, but there might be terms that you have missed out on entirely. The best way to find out is look for what other terms or keywords users search for, in addition to those that you already have on your website. For instance, your site might be optimized for ‘marketing agency’, but this kind of keyword research might also throw light on the fact that those who search for this term also tend to search for ‘digital media agency’ and ‘online marketing agency’.
After you figure this out, your website needs to be optimized for them. Keyword stuffing is a strict no-no, so you would have to insert them subtly, as if there occur naturally in the copy on your pages – Google rewards a natural style of writing. A good content writer can help you out with this.
Long-tail keywords: Apart from making the most use of your keyword research, long-tail keywords like ‘marketing agency in San Francisco, California’ helps. Google doesn’t make a note of the preposition, but it does record ‘marketing agency’ and ‘San Francisco’. Too much repetition of a single long-tail keyword is a dead giveaway, so also try ‘marketing agency in the Bay Area’. It also helps if you can manage to insert other location-based long-tail keywords like ‘marketing agencies in the United States’. This could be part of a longer sentence, such as ‘Sea Green Marketing Solutions has grown to become one of the best marketing agencies in the United States.’
Every change you make on the internet is noticed by Google. The search engine constantly crawls the web looking for fresh content. It would be hard to keep changing the design/content of your website regularly, so what you could do is have a blog section and post an article every now and then. Although the recommended frequency is once a week, it could also be once in two weeks, once in three weeks; or once in a month, depending on the industry sector you are in.
What you should absolutely take care to ensure is that everything you post adds value in some way. It doesn’t have to be about your product as long as it’s relevant to your buyers. There is no point in putting up articles that read like advertisements for your organization or service. Try to have ‘informational’ blog articles – these also generate a lot of traffic when they are shared on social media (people love experts who share their knowledge for free), and because Google also looks at social media activity, your web site is bound to be ranked higher, bringing in even more visitors.
Have a video
Video is the most consumed form of content online. Websites with videos tend to be ranked higher, because people stay longer on the pages to watch the video, which is an indicator of the website being ‘more interesting’. The world’s premier search engine is increasingly becoming more human-like, and so it would be wise to have a video. A well-shot promotional video is good – and you needn’t hire a camera crew, it could be done on your iPhone and edited down. If the video is too long, people lose interest midway – the average attention span for humans is only eight seconds.
A longer video is great, but only if it is a ‘how-to’ video that explains how users can do something themselves. This too contributes to a higher search engine ranking because of its informational content (users stay longer on your page to watch it). Just try not to have this on your homepage. Once people are committed to exploring your website they’re much more likely to invest time in watching a longer form video.
Say no to black hat SEO
These are techniques that are intended to fool Google into giving you a higher ranking. They might be temporarily successful, but Google constantly keeps updating its search algorithm, so once you are ‘blacklisted’, it might be hard to climb out of the hole, no matter what you do.
Too many websites shoot only to please Google. Including crucial keywords and attractive content to rank higher is essential for good organic traffic generation, but focusing on your customer’s experience is most important. Google’s algorithm is constantly updated in attempt to favor the consumer more and more. If you create good content for your consumers with a mindfulness of Google’s current trends, you’re sure to grow your organic traffic.
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