The world of online business and internet marketing are spaces that get more competitive each day. This isn’t a surprising trend; in 2019 alone, the total count of global internet users was recorded to be around 4.13 billion, which was more than half of the world’s population at that time. Clients and customers now take to the digital world to purchase and avail of their goods and services, raking in more businesses to delve into online ventures.
In the spirit of competition, utilizing paid advertisements and referrals have been a part of go-to strategies of companies for years, but the kinds of traffic these bring pale in comparison to organic traffic.
Organic traffic is traffic brought in via organic means. In the case of webpages, search result pages from search engines such as Google and Bing are usually the main source of organic traffic, mostly because these visits are done with a specific intent (either navigational, informational, or transactional). Now, if your website satisfies the intent of a lot of people, then your organic traffic successfully converts them into customers, subscribers, or followers.
This nature of organic traffic is what makes Search Engine Optimization (SEO) important, as good SEO is the main driver of heavy organic traffic.
There are a lot of tricks to helping your SEO serve the purpose of your online business, but there are a select few that can help you every step of the way.
A well-defined goal more often than not helps in its achievement. “Increasing my website’s traffic” is not a clearly defined goal, as is “gaining more customers”. A clear goal is measurable in some way, and it spans for a set amount of time. Checking your website’s statistics over time will give you a rough idea of how to dictate a measurable and manageable amount. A goal such as “increasing my website’s traffic by 1,000 unique visitors per day for the next four weeks” is definitely a more clearly defined goal, but perhaps it shouldn’t stop there. Though this is definitely a goal, you have to stop and think: is this really what you want?
Traffic doesn’t automatically equate to conversions. It doesn’t equate to transactions or subscriptions. Wanting more traffic is wanting a small part of the greater goal: increasing your conversions. “Increasing my website conversions by 100 per day for the next four weeks” is a clearly defined goal and is a goal that directly describes what you want out of your upcoming strategies.
Forming plans and creating strategies towards your goal will not be fruitful if you first haven’t determined what keeps your website lagging behind. There are a number of things to check, a few could be problems with your:
- Search Results – Do the search engines even pull your pages? Doing a quick check into your page indexing and into the more technical aspects of your SEO using your tools and analytics will help you see this easily.
- Content – Does your content contain words your target audience will search for? There are a lot of good ways to find out what they look for and, more particularly, how they phrase it. Talking to and engaging with your consumers is one of these essential must-dos in order to understand your customer, and, in turn, make content catered not only to them but also to the algorithm that will allow them to find you in the first place.
- User Experience – Is your website easy to navigate through? “Difficult” and slow-loading websites are not attractive to prospective clients, so it’s best to keep user experience in mind the next time you give your website a test run.
Once you tweak your site for the better, make sure to keep an eye on your analytics to see if they have any effect. It will be quite a long process of trial-and-error, but doing this is a step towards the right direction.
According to a data snapshot taken this July of 2020, over 3.96 billion people around the world actively use social media. This huge number is the reason why a lot of businesses venture into paid social media marketing. Similar to search engines, however, organic reach within social media leads to more conversions than paid advertising. Think of this as the branch of your organic outreach that deals with customer engagement and understanding.
Perhaps another big advantage of linking your website to consistently engaging social media accounts is that it not only spreads awareness to people who need your business, it also drastically improves your website’s SEO rankings. At the end of the day, social media done right will win you both a good understanding of your target audience and a means to widen your conversions.
As with most things of value, investing a lot of time and research into each step will bear significant results. Improving your SEO rankings and gaining organic traffic are simply phases before the much-wanted conversions. Striving to develop that deep understanding of what your customers value and catering to those needs through good content and quality service are, at the end of the day, what will put your organic traffic to good use.