A new year and new goals for your business. Looking to get more traffic to your website in 2019, without having to pay for endless advertising. Find out what organic traffic is, why it’s important for your business and how to increase yours.
What is organic traffic?
There are two main types of traffic paid and organic. Increasing traffic to any website can be extremely difficult, so much so that often it’s easier to simply pay for the privilege. Organic traffic, however, is quite unique in the fact that you don’t have to pay for every single click to your website.
Simply put organic traffic can bring long term success to your business. Invest a little into SEO and we believe the rewards far outweigh that of any other traffic your website may receive.
Let’s take a look at the two main sources of traffic:
– This is generated through clickable ad campaigns on websites or social media platforms. It can be incredibly effective if used correctly. However, it costs money and only works for as long as the money is flying out of your bank account.
The end of the paid campaign will be the end of most of your benefits from this traffic source. It is highly unlikely that there will be a long-term increase to the traffic of your website by using paid ad campaigns exclusively, beyond a slight improvement in branded search volume.
– This is traffic that finds your website naturally without any paid form of advertising on another platform. This means that you are relying on your website being found on search engine result pages (SERPs) and naturally on social media.
Hiring someone to Search Engine Optimise (SEO) your website is frequently a good investment. After an initial investment in ensuring your site is technically setup in a Google-friendly way, you have a solid foundation for future success.
Don’t forget that Google isn’t static, it’s always changing. With this in mind, you may want to get your website’s SEO audited occasionally as you add more content or if you notice your website not ranking as well as it once had.
The big difference between paid and organic traffic is that money you invest in organic results (especially SEO) will not change the moment you stop paying. Frequently this makes SEO considerably cheaper than paid traffic in the long term and a great investment for the long term success of your business.
How to increase your Google search traffic
Write content that is valuable
Google is all about providing people with the best possible answer to their search query. If you want traffic from Google your goal and theirs have to be the same. Create content that is of an extremely high standard which goes above and beyond anything else on the same topic online.
Organic traffic is dependant upon great content, it’s an exchange of value. You create great content that helps your potential customers and in exchange, they visit your website. Writing just for the purpose of ranking on Google isn’t as good of a tactic as it might seem. If the content doesn’t add value to the reader then your bounce rate will increase and you’ll be on the slippery slope down the Google rankings.
Having great content on your website is like having super friendly and helpful staff in store. Treat your website like you would a store, it is often the first time a potential customer will engage with your brand. Make that experience memorable, build trust, be helpful and make your website stand out from the crowd.
First impressions are crucial for your potential customers and great content will help prevent people from leaving your website before they learn what your brand is all about. If you keep the number of people leaving your website, early in their visit, low then Google will reward you.
Google can tell how many people bounce back to them after visiting your website, they also monitor how long this takes. If you keep bounce rates as low as possible and time on your website high Google will rightly assume that it’s users enjoy your content and rank you better.
Over time Google is finding more and more ways of evaluating content and will rank useful and informative content higher than something just crammed full of the phrases you want to rank in Google. Writing great content is a must, writing just to rank in Google is the fastest way to fail.
Write and update content consistently
If you’re already writing great content then we need to talk about consistency. There are oodles of websites telling you to post once, twice or even every day of the week. Some even go to the extreme of optimising the best time of day to post your content.
These websites whilst informative are frequently missing the point. You are not writing for Google, you’re writing for a real human being. People want just a few things from your content:
- That it’s accurate and in-depth – Your website isn’t a politician, it’s allowed to actually answer a question rather than dance around it. Ensure your content is well researched and covers the topic thoroughly, remember if your reader came with a specific question you’ve failed (and probably frustrated) them if they leave without an answer.
- That it’s up to date and relevant – Some industries are faster moving than others but pretty much every single one evolves over time. Be sure to revisit your old content and update it a couple of times a year to keep it fresh. This ensures that your readers have the best possible experience and in turn, Google rewards you with higher rankings.
- That there’s something new to read – If your visitors are really loyal and come back to your website on almost a daily basis then ensure there’s something new on your website every single day. If they’re more likely to visit your website once or twice a week then one or two posts a week on your blog is enough.
Let your users loyalty dictate your posting frequency, if they come back on a regular basis ensure there is content there for them to consume. If you’re a seasonal business this may mean increasing your output at the busiest times of year to ensure that whenever someone comes back to your site they aren’t bored.
Over time you’ll begin to grow more confident with the benefits of having a blog. As people start to visit your website more regularly they will share more of your content, tell others about it and even link to it. All of these factors will improve your website’s authority and help boost organic traffic.
Rank for lower volume search terms in Google.
Everyone wants to rank for the search term with 100,000 visitors a month. This makes those terms ultra competitive and difficult to rank for, especially if you’re a small local business.
Ranking higher for a lower volume search term can often yield much greater results. Whilst your topic will have a smaller audience it will be much more targeted which improves your chances of having a highly engaged audience.
A highly specific search term means you’re talking with people who know exactly what they want to know. Engaging with these potential customers and ensuring they stay on site is much easier than with an audience that is still discovering exactly what it wants.
Take for example us. Ranking averagely for the term “Digital Marketing” is far less likely to bring customers through the door than ranking well for the term “Digital Marketing Chesterfield” where the intent is much clearer that they want to find a digital marketing company that works in Chesterfield.
Don’t take shortcuts, play to Google’s rules.
As I mentioned earlier, increasing your Google organic traffic will take time and effort. It is easy to become tempted by companies promising incredible and fast results. This is a sure fire way to upset Google as normally the only way to get such results is by bending their rules.
Take a look at Google’s webmaster guidelines and ensure you’re following the rules, otherwise, you may be at risk of penalty and being removed from their search results altogether.
To avoid upsetting Google you need to:
- Make sure that any content you post is original, not copied from your competition.
- Not pay for links or place them intentionally on sites that are not relevant to your audience. Remember only ever place a link on someone else’s website if its likely to bring relevant potential customers to your site.
- Not over keyword stuff. The things that people search for in Google are referred to as keywords, you don’t need to put a keyword into your article every other word. Remember first and foremost you’re writing for your potential customers. Make your content readable and don’t annoy them. Content should always be well written and easily readable.
- Make sure you don’t hide links or text. All of the content on your website should look exactly the same to your website’s users and Google’s crawlers. White text on white backgrounds is not acceptable, always write content with the intention of it being read by both search engines and your potential customers.
Avoid any company where they guarantee #1 rankings or results in a matter of weeks. Promises that sound too good to be true normally are when it comes to SEO. Also be sure to ask them what methods they intend to use to make your website rank better, you can then check these against Google’s guidelines to see if any put your website at risk of a penalty.
In conclusion, organic traffic is not the quickest or easiest type of traffic to acquire but it does have masses of value. Working hard to gain Google organic traffic ensures you’re building a brand that adds value to its customers and also helps get you into the mindset of not chasing short term gains.
To increase your traffic you will want to:
- Think carefully about the keywords you are using in your content, try using more targeted keyword phrases.
- Make sure that your websites load speed is fast enough.
- Get the technical details right, ensure that your website has metadata, alt tags and any other on-page optimisation you can.
- Set yourself a plan on how often you want to post new content on your website and make sure that you can achieve it.
- Monitor how you are doing on search engines regularly.
Finally, we may be a little bias on this one but we’d suggest you consider hiring a digital marketing agency that will do the hard work for you. At the end of the day, time is money and you may see better results investing in a digital marketing agency than learning SEO yourself. After all there are enough challenges in running a business and you can only wear so many hats in your company.
When it comes to hiring an agency, remember to avoid anyone who guarantees #1 or fast results. SEO is a game of patience expect to be working on a six month timeline at a minimum to get results that make a real difference to your business’s bottom line.
If you’re interested in discovering what services we can offer click here.