Organic traffic amounts to two things, backlinks, and search engine optimization (SEO). Unlike in the early days of online marketing SEO is less about filling your pages with keywords for the search engines, than it is about identifying the keywords your customers will use to find you.
In The Mind Of The Customer
To increase your organic traffic first you have to think like your customer. Create a list of keywords that your customer will use. Don’t limit yourself to product names and brands, think about the problem your customer has that your product/service will solve. What words do you customers use to describe their problem?
Go over the list of keywords and phrases you have. Do you cover all the buying cycle stages? Do you have keywords for someone researching? Someone pricing up options? Someone looking for a specific product/solution to their problem?
It’s a seconds-matter marketing world out there, and these keywords change quickly and often. Here’s a few tips on staying ahead of the curve.
Types of Keywords:
- Top of the funnel – phrases that state the problem/need/desire of the prospect
- Middle of the funnel – Phrases that state the answer to the problem, and specific industry phrases.
- Bottom of the funnel – Brand names for pricing, fine print – terms of services, and product availability
Also look at the competition both in organic results pages, and in the PPC ads so you’ll be forewarned if you decide invest in PPC yourself. The key is to hit every stage in the buying cycle with keyword rich content tailored to the ideal customer’s tastes and needs. This satisfies both the visitor and the search engine simultaneously.
Sales have plateaued. You’re getting leads from PPC, but you aren’t seeing a conversion increase. How do you increase traffic and capitalize on it without sinking a bunch more money into the PPC?
Don’t panic. Here are a few ways you can do just that.
Do you have a content strategy?
If you don’t already you should know that converting traffic lives and dies on the quality of your content. How do you know what content is working and what’s not? Here’s a place to start:
Look at your existing content:
- What pages are have the most hits i.e. the most traffic?
- What pages sell the best?
- What pages sell the worst?
- What pages make your visitors leave?
- Ask yourself why are some pages getting conversions and others getting nothing?
- What can you infer from the topic of the high performing pages?
- Is it a new trend or fad? Or is it a hot button issue in your industry?
- Are you giving more valuable information?
- Is your audience more engaged on these pages (commenting, social sharing etc…)?
- Are you capitalizing on this topic enough? Are you providing links to similar articles on the site and/or offering upsells and cross sells where appropriate?
How will I know?
You might get to this point and ask well how do I know which pages are performing better than others? And how can I figure out what about those pages is working?
Using an analytics program you can see the traffic and conversions for each page, and with A/B testing you can break down the parts of the pages and test them one by one to figure out what’s working and what isn’t. Once you have the information you can replicate what is working best and create a bunch of higher converting pages for your site. Higher conversions = more money and don’t we all want that?