How do you increase your organic search traffic in 2017? Spoiler: The short answer is keep producing amazing content that is useful to users and simple for Google to understand. The long answer? There are a few simple ways to rapidly grow the number of visitors to your website. Being the heroes of small business, we’re going to let you in on a few awesome secrets!
1. Deep, internal focus (not in a yoga way)
This is about increasing organic traffic to a particular product or service that is highly profitable. There’s no point in increasing search traffic if it’s not going to turn into sales. This is a solid way to increase customers, not just traffic: deep, internal focus. Your websites internal pages, like product pages and pages that funnel to product sales, can be optimised for nice, niche keywords. Focus on the product and making the best possible user experience for customers who need your help.
Say you’re selling pest control. Termites are the main search drivers. Cockroaches are big. Ants are profitable, but not as popular as their bigger, creepier cousins. That probably means that keywords around ants are less competitive too. Find out (keyword research) what potential customers are searching and create some AMAZING content about ants. Optimise it properly; even though it’s an ‘internal’ page on your site, you can still treat it as a landing page when it comes to great keywords. Give it the love you’ve always given cockroaches and termites.
This internal page is now ready to get some deep links. Deep links are links that don’t point to your home page or a dedicated landing page. They are very good for SEO. Write a few guest blogs on ant infestations in your local area. Amplify these on social media or tools like Outbrain. Build a few internal links (links within your own website) to this content and write a few helpful, high quality blogs around getting rid of ants.
2. Getting more web traffic from page one
A keyword on the cusp of page one is the most frustrating thing in the digital marketing world. If you’re not keeping track of where your keywords sit, it’s time to start paying more attention. Google personalises your search for you so it’s hard to get an accurate idea of where you’re ranking. There are a few free ways to overcome this but they’re not the most accurate options.
- Use Incognito mode in your Chrome Browser
- Select ‘off’ for all personalisation options in Google Activity Controls and ‘do not use private results’ in your Chrome settings. Clear your search history data. Do all this and Google may STILL deliver you personalised results.
- Use special code that strips away personalisation. Insert your keyword and then paste into the search bar: https://www.google.com/search?q=INSERT YOUR KEYWORD HERE&gl=au&pws=0
- Search from a stranger’s phone or computer. Choose a stranger who has never heard of your business nor searched your industry before. This is the best way to do it – if only it was a possible way to do it!
- The other way is to pay. SEMRush is the best option for independently auditing your rankings. It’s not cheap though!
Once you’ve established that you’re on a cusp, you can get to work on that keyword. If you’re in slot 11 or 12, bouncing up to page one will increase your organic traffic. If you’re in slot 5 or 6, breaking the top 4 will greatly increase the percentage of clicks you’re getting on that keyword.
In some cases, it might just be that you’ve never tried. Making a few tweaks to your copy will take you that extra step. In other cases, you’re fighting for territory in a crowded, crazy marketplace. The best option is to get your heroes of the web (that’s us) to do your keyword research for you and put a plan in place to increase clicks to your site.
3. Organic traffic and Google Personalisation
While Google Personalisation is a pain in the neck for web marketers checking their rankings, it’s a gold mine for growing organic traffic to your site. When users click through to your site, read your content, maybe click around and look at images or interact with tool on your site, Google understands this as ‘user likes this’. The next time that user searches for a keyword that you target, your site will appear higher in their personal search results. If you can drive that user to your content a few times, you’ll show up first in their personal search results for keywords related to your industry.
For example, you might sell kitchen items online. A user clicks through from search results to investigate the new range from Scanpan. They look at two or three pages before clicking away. Nevermind. You lost that sale. A week later, the same user is looking for a new toaster. You are now higher in search results for toasters. They click through, check out a few items and then make a purchase. By Christmas, they’re Googling “kitchenware gift ideas” and your site is front and centre, as long as you’ve properly optimised for kitchen related keywords.
The best news is that these days, most users have a Google account of some sort. It could be a Gmail address, a YouTube subscription or any one of dozens of Google products. As long as they’re logged into one of those accounts, Google can see interactions originating from social media – so get sharing. Social connections on Google Plus also give you direct access to the user, although Google Plus tends to drive far less traffic than Facebook, Twitter, Pinterest or Instagram.
4. Get more organic traffic from longtail question keywords
Can you answer a specific question about your industry? Think about the questions you’re always asked by customers. Perhaps you are always asked “How often should I clean my air conditioning filter?” or “How to fertilise lemon trees”. Using the question specifically as a blog title, create a post that gives a 2-3 sentence concise answer. Once you’ve crafted an exact answer, create an extra 400+ words giving tips, advice, unique expert insights and references to manufacturer care instructions or similar. At the very least, it will help rank your site for that specific question. If you nail it, your site will appear as a featured snippet in search results. This fast forwards you to slot one in search results. The only way to appear there is to deliver the very best answer to the question – so make your content valuable to the user!
5. Mark up your content to get better click through
‘Structured data’ is where you can add extra information to your content to help Google display you more prominently in search results. Depending on the kind of business that you have, you’ll be able to ‘leap off the page’ in search results listing recipes, articles, reviews, lists and other niches. There are a few ways to add structured data – some easier than others. It can be as easy as using the helper tool in your Webmaster Tools account or as difficult as adding code to your HTML. Learn more about it here or speak to your Media Hero.
Getting more traffic in the future – Google’s Rank Brain
Rank Brain, Google’s artificial intelligence program, is fast becoming the main driver of traffic. It’s currently applied to only a moderate percentage of searches but it’s tipped to become the biggest factor in ranking in the next few years. What is it? It’s about Google learning what the intention of a search is all about. If you were to Google ‘Trump’s wife’ you will no longer get articles that target the words ‘Trump’ and ‘wife’. Instead, you’ll land on pages all about Melania Trump and possibly a few suggestions for his ex-wives, too.
Most of the current searches managed by Rank Brain are about celebrities, movie trivia (Scofield Prison Break returns the Wikipedia page for actor Wentworth Miller who played the fugitive in the show) and famous brands. This is changing. Right now. As I write. Rank Brain will soon dictate more ‘pedestrian’ searches too.
If your user Googles ‘Split Systems Vs Ducted Air Conditioning’, Rank Brain aims to deliver them the very best comparison of the two air conditioning types. In the past, Google would deliver content best optimised for this keyword but in the future it will understand your content and decide how well you’ve answered the question.
This means always creating content for user intent and delivering the very best possible information. Targeting Rank Brain means including all the relevant information needed to answer the question, using language that indicates the quality of the content. This may mean that Google expects to see comparisons of installation costs, running costs, coverage by square meter, maybe even technical specs. Quality content that specifically answers the user’s needs is the way forward for SEO.
As always, the best way to increase your organic search traffic is by giving the user something they want to read or experience. Increase the quality of your content and the visibility of your content, and you’ll increase your organic visitors in no time at all.
Want help or advice on ways to increase your organic search traffic? Contact the experts at Media Heroes today on 1800 464 376.