The amount of content on the web has grown multi-fold since the last few years. Different authors suggest different SEO techniques to rank higher up in the SERPs. But for that, you need to build organic traffic. As tantalizing a prospect as paid traffic is, research suggests that organic traffic is the one to sustain you over the longer run. Also, paid traffic involves investing a huge chunk of money with the hope that you can turn it into a profit. For some industries, it doesn’t quite work out that way.
Building organic traffic, on the other hand, is quite profitable, keeping in mind the future of your company. But it has its downside too. It’s not easy to build and sustain all around the calendar. If you put in enough effort to do so, you will certainly see the returns. The Return on Investment (ROI) is great for organic traffic.
We dig into the possible SEO techniques you can adapt to increase the organic traffic coming into your website. Not mindless SEO mind you!
Blogging for your website is one of the most obvious methods, yet one that is taken for granted. You should write blogs frequently but do not compromise on quality. Don’t write blogs for the sake of it or because of the common misconception that it improves your SEO. Come up with content that is relevant and contemporary.
According to the Neil Patel blog, blogging is the no.1 factor in generating organic traffic! SEO slots in at no.2. Statistics also show that blogging contributes to more than 25% of organic website traffic.
Riddling your blog with many keywords is a mindless SEO technique that doesn’t work anymore. Creating good quality content is found to rank better in SERPs and improve your conversion as users tend to share it with others and the trend carries on.
— Neil Patel (@neilpatel) April 12, 2017
Identifying Your Buyer Personas
Tap the data you have on your existing customers and create a buyer persona. This should give you a fair idea of how you’ll need to optimize the product/service you’re working. Create content that can touch a nerve of your buyer persona.
Identify the queries they have and the keywords they use while searching. Focus on optimizing your content according to your target customers instead of according to the way search engines work. You can use popular websites and tools such as the ones mentioned below:
- You can use Quora to find out what questions people are asking about your product/service by typing in a relevant keyword in the search query. You can use these questions, and the answers people have given them to strategize your content.
- You can also make use of the search engine called Answer The Public. It’s a completely free tool that lets you search for a keyword and gives a list of questions people are asking with that term in it.
- A third option would be tracking the internal searches in your website using Google Analytics.
Once you have a list of questions, you can align those questions with keywords and then create content that resonates with your buyer persona.
— HubSpot (@HubSpot) July 14, 2015
Improve Site Security and User Trust
By now it’s common news that from Feb 2018, Google Chrome will be labeling sites without HTTPS as ‘Not-secure’. This label will be a let-down for your business and it’s highly recommended that you switch to HTTPS if you haven’t already.
HTTPS brings additional security in the form of SSL. It encrypts the data exchanged between the user’s browser and the company server. The green padlock and address bar also instill trust in the customer.
Given that Google will also be using HTTPS as a ranking factor for websites, it necessitates the need for HTTPS. You can obtain SSL certificate from trusted Certificate Authority like GeoTrust Certificate to enables HTTPS.
Boost the Content with Low-Ranking Keywords
If you run a business that faces a lot of stiff competition and tries to rank for the same keywords that your competitors use, chances are you’ll never make it to the top. There should be some keywords that you already rank for, probably low on page 1 of a SERP or page 2 etc. You can improve these rankings using a tool like SEMrush. This process is called grabbing the low-hanging fruit. In the process, you’re boosting under-performing content.
Also, instead of going for broadly used keywords and key phrases, try to make them more specific to your business. For example, if you run a business selling water pumps, don’t just use the normal keywords your competitors will most probably be using. Narrow it down and use key phrases like ‘high-speed water pumps in Colorado’. Long-tail keywords can also come in handy. This will bring more of your target customers to your website.
Reclaiming Links Mentioned Elsewhere
This involves keeping tabs on people who mention your business anywhere else on the internet. Some websites or social media pages may mention your product/service or your business itself without actually giving a link to your website. You can take advantage of this, and the conversion rate is quite surprising. All you have to do is this:
- Use a tool such as Mention or BuzzSumo to monitor where on the internet your product/service is being mentioned.
- Set up email and/or desktop alerts in the ‘Settings’ page of the tool.
- Find out the website author/owner and get in touch with them. Request them to insert a link to your website.
Taking Over the Reins of An Existing Website
Generally, start-up e-commerce businesses don’t opt for this technique, but it’s more useful than it’s given credit. You can acquire an existing website and migrate it onto your site.
While looking for websites that you can acquire, look for one that has content that is relevant to your customer base. It should also have a good inflow of organic traffic.
What this does to your business is that you’ll be able to absorb all the traffic and links the original website had. It’ll also increase the content and improve keyword rankings, massively boosting your conversion.
Instead of taking up traditional marketing methods, you can combine with a different company to market your business. You can conduct events, award campaigns, organize webinars or do a joint case study. These are only a few suggestions to co-brand with another company.
Co-marketing campaigns provide you with the option to tap into audiences who aren’t part of your customer base. You may choose to publish a blog sharing the results of your combined study, or outlining the event you conducted etc. It helps you identify the potential of your product/service as more people read and share it.