92.96% of global traffic comes from Google Search, Google Images, and Google Maps. However, 53.3% of all website traffic comes from organic searches. The stats highlight the importance of organic search and why online marketers need to work on a plan & strategy to lure these target audiences to reach the website. As organic traffic is free, it's crucial to create top-notch content that includes captivating title tags and compelling meta descriptions to entice users to click on search results. Let us discuss in the blog how to increase organic traffic that ultimately helps increase conversion rate, boosts online sales, etc.
Why is organic traffic important?
1. Competitive edge - It lets you have a competitive advantage as you focus on high-traffic keywords. Users are converting to these search terms as these keywords dominate the online market, so you have a competitive edge. The conversion rate increases when branded search traffic reaches your web page. The more organic traffic you have, the better your brand awareness.
2. Highlights the performance of SEO - Another critical reason why organic traffic is essential is that it highlights SEO performance. When the SEO experts work on improving the page loading speed, optimizing images, fixing SEO errors, etc., all this is done to achieve the desired marketing goals. Most SEO goals, like boosting online sales, increasing visitors' time on the page, etc., can be achieved when organic traffic reaches your website. With the help of an SEO report, you get to know how these plan & strategy is working.
3. Cost-effective - Compared to paid ad campaigns, where you have to pay online platforms an amount for clicks received on your ads, you do not have to pay any amount for organic traffic in search engine optimization. This is why organic traffic is cost-effective because it helps save money for businesses to focus on other areas.
4. Long term success - The users who are once associated with the business and are satisfied with your products or services may choose your business when looking for similar opportunities. You need to work on customer retention & acquisition strategies and include the latest digital marketing trends so that the users' trust in the business is increased.
Tips to increase organic traffic
1. Fixing the SEO issues - You need to identify and fix the SEO issues to increase organic traffic. Multiple SEO metrics need to be analyzed to increase website traffic. So, it becomes critical to determine the relevant issues that need to be fixed. With such a wide range of audiences on search engines and social media platforms, it becomes crucial to determine the essential SEO issues that impact the performance of the SEO campaign.
With the help of an SEO audit, you can have a data-driven SEO report highlighting the performance of crucial SEO metrics. When you determine that the performance of the essential KPIs is not meeting the desired expectation, you can work on taking the crucial steps to optimize the performance of these metrics. When these SEO issues are fixed, you can see that the website's ranking on the SERPs increases, which results in lead generation, boosts conversion rate, etc. You must work on customer retention strategies and focus on grabbing the users' attention to convert the visitor into a customer.
2. Boost important pages with internal links - One of the essential points here that you can consider in your plan & strategy to increase organic website traffic is to boost the pages with internal links. You need to analyze the pages that bring more traffic to increase organic traffic to the website. When you identify these pages that bring more traffic compared to others, you can work on optimizing the page.
Whether it is internal linking or external linking, redirecting users from one page to another increases the users' trust in the business. These internal links in SEO act as a vote of trust, improves website credibility, increases page authority, etc. After performing a complete website audit, you can know which pages on the website are getting more traffic. You can then transfer the users from that page to other pages on the website through internal links. This increases the website's visibility as users learn more about the business. With such a vast number of users present on search engine platforms, social media platforms, etc., getting the relevant target audience to the website is a tough task.
When you determine that users click on the anchor text to reach other pages, you see that the users trust the products or services being offered. So, you need to lure the users to navigate through different sections on the website. This can be done through enticing content, dividing the page into different sections, providing relevant & engaging anchor text, etc.
3. Use schema markup for more page visibility - To increase the organic traffic to the website, it is essential to use schema markup for more page visibility. It is essential as the websites can easily determine which pages will be displayed for the users' search queries. When you have updated your website with the schema markup codes, the chances of relevant SEO traffic increase.
As in PPC ads, you focus on creating ad groups for your website's relevant products or services. You even add negative keywords to the ad campaigns so that the PPC ads appear only to the relevant audiences and prevent the irrelevant users from clicking on the ad. Similarly, with the help of schema markup, you make it easier for the search engines to easily identify the website content for the keywords or search terms entered. Search engines must have a clear idea of which pages to display to the target audience so that they can easily display the relevant results to the users. Using the schema.org tool, you can create the schema code for your website. Many types of schema can be created depending on your business needs. So, you need to check whether these schema codes are validated or not. This ensures that the relevant results are displayed for the search queries. Some of the benefits of schema markup are listed below.
a. Higher CTR - When schema markup is attached to your website, click-through rates can increase. The website CTR increases as more users associate with your business after seeing the results displayed by the search engines. When you have an increased impression share for your business, the chances of the users clicking your website scales high.
b. Improved targeting - The next essential benefit of using schema markup for your website is that it increases targeting options. Once the users see the relevant website for the keywords or search terms entered, rich results can help you reach audiences with high chances of taking the desired action.
c. Increases brand awareness - The next essential benefit of using schema markup for your website is that it helps to increase brand awareness. Whether you are running PPC ad campaigns, email marketing campaigns, content marketing campaigns, etc., building brand awareness is quite essential for businesses. So, with the help of schema markup to your website, the brand awareness of your website increases.
4. Organize existing content - You need to focus on organizing the existing web content to increase organic traffic. When users visit the website, the more organized the content, the better the chances they take the desired action. Organizing the content means placing the different sections on the website into separate categories. For larger websites, the page loading speed may be large, and it may take search engines longer to display the relevant results.
So, to display the relevant results to the target audience and ensure that search engines find the pages for the keywords entered, you need to focus on SEO pagination. E.g., Suppose your website provides digital marketing services. The services include PPC advertising, search engine optimization, content marketing, email marketing, etc. It is thus critical to divide the relevant services into separate sections. If you have blog pages, then it is crucial to divide them into the appropriate category, like social media marketing, Google Analytics, etc.
When you organize the existing content, no matter how big the website, i.e., the number of pages, the Google bot can easily look for the relevant pages to display to the relevant users. You need to ensure that your website is crawlable & indexable so that search engines can go through relevant sections on the website. When your website content is organized, user navigation on the website becomes easy, which ensures that they reach the desired page in a quick time. You need to ensure that your website is optimized for mobile devices so that users can get in touch with your business anytime.
5. Performing SEO keyword research - The next essential point that you need to focus on to boost organic traffic is performing keyword research. With the help of keyword research, you get to have content ideas for your website. It is essential as it helps to include the necessary keywords in the website content for which there are chances of the website appearing. So, when you add these keywords to the content, search engine crawlers can easily identify that your website can be shown to the users for these keywords.
Whether it is PPC keyword research, SEO keyword research, e-commerce keyword research, etc., you must be aware of the necessary terms to include in the content. Once you know which terms to include, your website visibility among the relevant target audience increases, increasing organic traffic.
The core point of SEO keyword research lets you have multiple advantages to maximize the return on investment. You can focus on conducting keyword research to determine which keywords are essential for your business. You can consider multiple tools in your marketing plan & strategy to choose the relevant keywords, like the ahref tool, Semrush tool, etc. Some of the benefits of keyword research are listed below.
a. Competitive analysis - When you conduct competitive analysis for your business, you get to know which keywords you need to target that are being used by the competitors. Analyzing the keywords your competitors are targeting helps to clearly understand whether these keywords can be used in your pages.
As in PPC ads, you focus on including negative keywords and segregate your keywords into three categories: phrase match keywords, exact match keywords, broad match keywords. It helps to have a clear idea of which keywords need to be used in the ad campaigns so that the relevant target audience takes the desired action after clicking on the ad and reaching the landing page. So, it is essential to conduct a competitive analysis to determine which keywords you need to focus on to increase organic traffic.
b. Understand your users - All the online marketing efforts are done for users and ensure that they take the intended action after reaching the landing page. To improve the user experience as you focus on including ratings & reviews, optimizing the website for mobile devices, using the latest digital marketing trends, etc. Whether you are running email marketing campaigns, using search engine optimization techniques, performing content marketing, etc., it is quite vital to understand your users. With the help of proper keyword research, you get to better understand your users and the search terms they enter when looking for products or services. Similarly, understanding users' behavior would help you understand your users in a much better way so that you can personalize the content as per the users' requirements. You also get to have new content ideas that you can consider to include in the page content.
6. Include long-tail keywords - The next essential point that you need to focus on to increase website traffic is to include long-tail keywords. Whether it is short-term keywords or long-tail keywords, you must take advantage of the opportunity to get in touch with prospect customers. Your website may be ranking for keywords that are relevant to your business, but when users enter long-term keywords, there are chances that your website may not appear for these terms.
Long tail keywords are highly targeted search phrases that match the users intent. When you use these keywords, you ensure that you exactly match the user's search query. So, when these users reach the webpage, the chances of the users taking the desired action increase. These keywords have low search volume, are less competitive and have high conversion rates. With the help of Google Search Console, you can find the search terms your website ranks for. Based on this, you can analyze the long-tail keywords that need to be included. 91.8% of all search queries are long-tail keywords. So, it clearly depicts the point of how important these keywords are for your website. Some of the benefits of using long-term keywords are mentioned below.
a. Higher conversions.
b. It helps optimize for semantic keywords.
c. Attracts qualified website traffic.
7. Competitor research - The next essential point to increase organic traffic is to perform competitor research. As many websites are present on online marketing platforms, it becomes essential to perform competitor research so that your website ranks higher. With the help of this, you get clarity on the terms you need to include in your marketing strategy.
You can use tools like Semrush to perform competitor research. To increase organic traffic, a competitor research report is great as it provides an idea of which websites your domain is competing with. The steps to conducting competitor research in this tool are mentioned below:
a. You need to enter the competitors' URL or your own website URL (as the business intent of both you and your competitors are the same) into the search bar.
b. Then Semrush will populate a list of domains that rank for the given term.
c. Almost similar to the positions report, you will see the number of keywords, monthly traffic, and other essential KPIs that you need to focus on.
d. You will then see a graph displaying the main competitors based on organic keywords and traffic.
8. Analyze keyword gap - The next essential point you need to focus on is analyzing the keyword gap. Keyword gap analysis is a part of digital marketing in which you realize which are the keywords that your competitors are targeting and you are missing out on. So, when you analyze which keywords are to be used and which keywords are to be left out, the organic traffic to your website increases. Not all the keywords are relevant to your business. So, you need to be quite smart in choosing the relevant keywords that matter the most to your business.
Like in PPC ad campaigns, you focus on adding the relevant keywords so that the users see your ads for the keywords or search terms entered. In the same way, you need to perform competitor analysis to determine which keywords you need to include in your keyword list. With the keyword gap analysis, you learn about the relevant high-traffic keywords you may be missing out on and your competitors are targeting. So, when you target these keywords that your competitors are targeting, the chances of your increase in website traffic go high. Some points you need to focus on when performing keyword gap analysis are listed below.
a. Define your goals and competitors - You need to identify your objectives and have clarity on who your competitors are. The better you understand your competitors, the better you have an idea of which keyword you need to target.
b. Identify the gaps and opportunities - After you have categorized the keyword, you need to identify the gaps & take advantage of the opportunity to increase website traffic. These are the keywords that your competitors are ranking for, but your website does not. So, you need to include these in your content marketing strategy and leverage these keywords to increase website traffic. You can also outsource SEO services and hire content specialists to write great content to grab the users' attention by clicking on the website.
c. Monitor and measure - The next crucial point is you need to keep monitoring and measuring the organic traffic. Preparing an SEO report and measuring the website traffic helps to know whether the website traffic is dropping or not. You can use white label SEO services to analyze the website traffic. The SEO professionals would help you with details on the performance of multiple SEO metrics and present a data-driven report to make necessary decisions.
9. Target People Also Ask box - Another way to increase organic traffic is to target People Also Ask Box. You can find these questions and answers related to the users' search queries in the Google search results. These questions include a succinct answer from a website and have a website URL for the same. The search engines display these PAA boxes and their answers based on the users' search queries.
As in SEO campaigns, you use semantic keywords to target the related users that do not type similar keywords but may use similar terms that match the products or services your business offers. So, to ensure that these users also reach the webpage, these secondary keywords are helpful. Even with the PPC ad campaigns, there are search terms that users look for. However, as the goals of businesses vary, they target different terms in their keyword list. It includes the terms like phrase match keywords, exact match keywords, broad match keywords, etc. With the help of PAA boxes, you can have users on your website based on the questions and answers from the PAA boxes.
It is essential to target these PAA boxes as most of the answers for the keywords or search terms entered are present in these PAA boxes. To appear in these boxes, you need to optimize your content and provide concise answers to questions that users are looking for. If your content marketing strategy is yielding the desired results, then these PAA boxes would help in increasing organic traffic. However, when working on a plan & strategy to increase website traffic, you focus on crawl errors & budget, so you must enable schemas and index these questions & answers.
10. Refresh old content - There are multiple changes that keep evolving in the digital marketing world. So, to be in sync with these changes, marketers need to focus on digital marketing trends to lure the target audience into taking the desired actions. To increase the organic traffic to the website, you need to focus on refreshing the old content.
When you keep updating the content in sync with the latest marketing trends, users feel your business thinks from the user's perspective. So, you need to focus on grabbing the users' attention so that they choose your website above your competitors. When you work on updating the page content, you must focus on updating the title tags, headlines, etc. It increases the users' trust as they see the latest results from your business offerings. You must focus on updating the title tags so that the users see the latest titles. You can also add a call to action and create a sense of urgency among the users to click on the website by providing discounts & offers.
Conclusion
Increasing organic traffic is vital for all-size businesses as the higher the traffic to the website, the higher the chances of conversion rate. With such a vast range of audiences present on search engines, social media platforms, etc., not all users are relevant to your business. However, working on audience segmentation is essential to ensure you have higher organic traffic. With the points discussed above in the blog, you must have got clarity on what to focus on to increase organic traffic. As you need to focus on core business to ensure that users are provided with the best products or services, you can outsource website traffic work to a digital marketing company. The SEO experts have mastery in link building, guest posting, backlink analysis, etc., and take the necessary steps to boost website traffic and improve website ranking on the SERPs.
References:
• How to grow organic traffic with 5 fundamental SEO tactics
• Organic traffic basics & how to get more website visitors
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