As online consumerism continues to skyrocket, driving potential customers to your website has taken on increasing importance. To attract more users to your business, you need to develop your website and online presence to appeal to Google and other search engines. To do that, you need to create search engine optimized (SEO) content for Google to deliver to their users seeking answers, services, or products.
It is essential to rank at the top of search engine results. No matter what industry you operate in, you have competition. The more eyeballs you can get on your website, the more likely you are to convert them into sales. If you’re not showing up at the top of search results, you’re at a competitive disadvantage.
Before we jump into the valuable tips, it’s crucial to understand what organic traffic is and why you want it. Organic traffic is a term used to describe visitors who land on your website due to search engine results without the aid of paid advertising.
You may be wondering why organic traffic is so important. One critical factor of organic traffic is that it’s free. Pay-per-click results cost you money each time a search engine user clicks on your ad, whether they purchase anything or not.
One of the most attractive elements of organic traffic lies in user intent. If someone is searching for a service or product, there’s a pretty good chance they’re interested in purchasing. If you provide content that answers their questions or offers solutions, you have an excellent opportunity to convert a sale.
If you’re looking to answer questions or provide solutions to someone, you have to know what they’re asking and the issues they’re facing. Keywords remain the backbone of all triumphant SEO marketing efforts. When you take the time to learn and understand what your target audience is looking for, you can create content tailored to their needs.
Let’s say you’re a commercial HVAC company. One of your high-profit services is likely roof replacements. You want to attract everyone in your market who needs a commercial roof replacement to your business. Using keyword phrases such as “commercial roof replacement services” or “signs you need a roof replacement” helps Google contextualize your content.
When someone searches those or similar phrases, you show up at the top of results and increase your chances of closing a deal.
Effective keyword research and usage requires:
- Understanding your target audience: Craft your content around drawing the attention of those most likely to do business with you. If you tailor your services to a specific industry, be sure to weave that industry name into your titles and body content.
- Specificity: The more focused your keywords, the more effective they are. Generic keywords like “air conditioning” are far less effective than “air conditioning services in Chicago.”
- Variation: Modify your keywords to avoid repetition and reach more people with similar questions. “Air conditioning repairs,” “repairs for air conditioners,” “fix broken air conditioners,” address the same need, but avoid redundancy.
- Analytics: Google Analytics is a powerful tool that can help guide your keyword research. By following trends and learning what subjects are getting the most traffic, you can choose keywords to meet your targets’ needs.
- Strategic placement: Be sure to include your head keyword in headlines, meta titles, meta descriptions, and body titles. Leads aren’t going to sift through your content to see if you answer their question; they want to know as soon as they click into your site.
Ongoing content, such as blogs, case studies, and how-tos are quintessential examples of what Google is looking for when ranking websites. The more unique and enlightening content your website has for readers to discover, the more likely it is to show up in results.
A regularly updated blog provides a wealth of information covering a wide range of topics to reach potential customers. A blog is a perfect partner to a keyword-rich webpage. Ongoing content allows you to expand upon your core offerings and position your business as an authority in its industry.
For example, let’s say a roofing company is looking to increase leads for its preventative maintenance program. Creating a blog post with researched keywords to explain the advantages of routine maintenance is a great tool to gain organic traffic. When appropriately executed, blogs become successful lead generation tools.
Google uses the links within your site to figure out the relationship between the myriad of web pages, articles, blog posts, and other content. The pages that are linked to most often register as more important to search engines. The right linking strategies help ensure your most valuable pages show up at the top of Google search results. You should look for linking opportunities throughout your site, not just for your high-priority pages.
Another advantage of superior internal linking is leading your readers on a journey. Engaging linked content compels readers to click through and find out more. Not only are you establishing the relationship between services, but you’re able to bring awareness to your core business functions.
To build the most effective linking strategy, be sure to:
- Determine your most consequential pages.
- Identify content throughout your site related to those pages.
- Find contextualized text to link to your important pages.
Social media marketing is a highly effective way to build your audience and generate interest in your business. While social media doesn’t directly affect Google rankings, it does play a role in elements that do. Posting new content from your website to platforms like LinkedIn is a proven way to drive organic traffic to your site.
Along with sharing helpful information, social media promotes customer engagement. Building a relationship with potential customers helps you gain an advantage when it comes time to enter the sales cycle. Strategic use of LinkedIn also helps brand you as a thought leader in your industry.
The heart of LinkedIn is business connections. Building business partnerships opens up valuable opportunities to do what is known as backlinking. Backlinking is when companies link to each other’s sites. Google puts a high level of importance on backlinks when ranking sites. Take advantage of LinkedIn to generate more B2B leads and enhance your pursuit to increase organic traffic.
The words “near me” hold incredible power when it comes to Google searches. Think of how many times you’ve decided on where to grab dinner with a simple “restaurants near me” search. Appearing at the top of local search results is imperative to the success of your business.
Google My Business is a free service that verifies your organization and allows Google to rank you for local searches. Once you’ve registered with Google, your business address, contact information, website link, and other valuable information become easily accessible to users.
Another incredibly beneficial aspect of Google My Business is being able to feature reviews users leave about your company. As your 5-star reviews accumulate, so does your visibility on Google. Be sure to ask your customers to leave reviews for your company because they have a tremendous impact. Positive reviews build credibility and trust with people searching for the services you provide and increase the likelihood of choosing your business.
Did you know Google uses data about how long users stay on your site as a ranking factor? To prevent leads from clicking out of your site after just a few seconds, cutting-edge website development is a must.
This blog has used many words to tell you how to get more people to your website. Now it’s time to tell you how to keep them there. The leading reason for someone quickly leaving a site is slow loading speed. Quick load speeds are a necessity in the modern world. The most amazing content in the world is useless if no one takes the time to explore it. Attention spans are getting shorter, which means you only have a few seconds to make an impactful first impression on potential customers.
Now that everyone has a high-powered computer in their pocket at all times, Google defaults to mobile formatting. To keep readers on the page, it’s critical to ensure your website functions properly, links click through easily, and pictures are formatted correctly.
Additional factors to consider for effective website design include:
- Attractive layouts that are visually appealing
- Logical flow from section to section
- Your brand, services, and products must be the star
Using SEO to grow organic traffic is not an easy task. At Abstrakt Marketing Group, we have the experience, expertise, and knowledge to drive more search traffic to your website and deliver more leads. Our comprehensive suite of marketing services provides everything you need under one roof.
To find out more about our B2B appointment setting, SEO, web development, and other marketing strategies, schedule an appointment today.