In a post-COVID-19 world, you are searching for some natural immunity boosters available on the market. You enter the search phrase, ‘natural immunity booster products’. You go through the SERPs and click on a link that you feel is useful and meaningful. You browse the site, feel some of the products are perfect for you, and make a purchase.
Another scenario – you are looking for more information about ‘creating an SEO strategy’. You enter this phrase and Google throws a collection of results at you. You pick the topmost (and the most relevant result) and go through the information provided.
In both cases, what you are really doing is taking advantage of organic search results.
In the above example, you are a part of this traffic, which is a result of the business (behind the links) investing an organic SEO strategy. What you have done as a user is gone through the unpaid results that are a part of Google SERPs and picked the result that suits your needs best.
You are seeing these links because of focused efforts spent on building backlinks, creating relevant content, and taking cognizance of a range of ranking factors.
Let’s put on the shoes of an inbound marketer now. For them, organic traffic is the holy grail of inbound marketing. Yes, building naturally occurring traffic is a time-intensive process and you will need a storehouse of patience to ensure you keep at it. But, once this traffic source starts delivering returns, you can depend on it as a long-term traffic source.
The primary building block of such traffic is – meaningful content backed by solid search intent. You are essentially targeting the right set of keywords by building useful content around them. This is the kind of content that people love sharing with their circle. The more useful content that you create and publish, the more will be the chances of your links ranking at the top of SERPs.
So, the question is – what are the right keywords to target if you want to build organic search traffic? Before we answer this question take a look at the image below:
That’s a startling number, isn’t it? Close to 90% of pages do not attract organic search traffic at all! More often than not, this happens because there are no backlinks pointing to these pages. The effort hasn’t been made to create useful content that delivers tremendous value-addition and whose links point to these pages.
Now let’s answer the keyword question.
Keyword research has evolved keeping in mind the needs of the general audience, businesses, and inbound marketers. Today, traditional keywords researched should be mashed with a bit of street smartness. A typical search these days starts with a question. Your content objective should be to answer that particular question. Ideally, the keyword you have identified through keyword research tools should be mixed into the question.
E.g. if the keyword is ‘organic search traffic’, the keyword you must target is ‘How to increase organic search traffic?’.
Go to communities such as Quora to look for the questions your target audience is asking. Also, do your own bit of competitive research on what your competitors are doing on the market and get some learning. This way you can configure the right questions-based keyword strategy.
Something else you can do is search for longtail keywords and create informational pieces around such keywords.
The whole idea behind creating content that allows you to build a strong link juice, which over a period of time helps you attract traffic is not to target restrictive keywords. It’s important to broaden your content horizons so that you can take a good shot at the content and make it as comprehensive as the topic demands.
Google loves this!
53% of traffic to a website is from organic search. In the scheme of things, this is a terrific number and therefore, your organic search strategy must be on point. Focus your efforts on identifying the right keywords, creating high-quality content around these keywords, building engagement around this content, and creating a strong backlinks profile.
Google is an infinitely safer bet when it comes to your digital marketing strategy. If you are depending a lot on a collection of social media platforms sending traffic your way, via paid ads and social engagement, you are working within the four walls of that platform. This means that you must follow the rules and regulations of that platform and any change in the platform’s policy will impact your strategy.
On the other hand, if you are paying more attention to the results accruing from Google and other search engines, there is a good chance that you can tackle your strategy with a fair degree of consistency. Yes, your strategy must evolve in step with Google’s algorithm changes, but if you are using white hat SEO, this shouldn’t be a problem.
What’s more, you are hedging your bets. You are not overly dependent on paid advertising to bring targeted traffic to your website or for driving conversions. With organic search traffic, you are also attracting targeted traffic, which also has a chance of converting into paying customers.
There is no doubt that the outcome from a paid search campaign is dependent on the skillsets of the person managing that campaign. However, what also cannot be ignored is the fact that the amount of money spent has a bearing on the success of the campaign. If for some reason, you reduce your budget, there is a very good chance that your campaign won’t deliver the results you want.
On the other hand, your organic search strategy is time-intensive and initially does incur costs. However, as time goes by, it delivers high ROI, with limited capital investment. There is a reason for this. In organic search, you are targeting customers who are looking for the kind of information/product/services you are offering. This means the traffic (visitors) are actually looking for you. In the event they are satisfied with your offerings/content experience, they will not only come back but also bring other visitors to your site. So, over a period of time, your returns will be more than the investments you are making.
Organic search traffic is absolutely critical for your digital marketing efforts. No doubt, this traffic takes time to build and the whole process is an on-going process. It cannot be a start-stop-start kind of thing, otherwise, you will lose all your gains. If you are willing to spend time and make the effort, there is no better way to improve business visibility than organic search traffic.
Consult our SEO experts today to boost your organic traffic.