Last week we published a blog post 'Organic VS Paid Traffic - Who's The Winner?' and y'all loved it! So we thought we'd dive in and demonstrate ways you can dominate your organic traffic efforts! If you want to guarantee consistent organic traffic then you'll need a system in place that works for you. We'd call this an organic traffic "pipeline". You can't simply give your campaigns a half-baked approach, you'll need to really put in the time, effort and research in order to drive quality traffic to your site.
As we mentioned last week, there are a myriad of benefits to organic traffic campaigns. The biggest is just how inexpensive it can be yet how effective it is for your business' online growth. According to Search Engine Journal, 70% of the links search users click on are organic.
So let's get into some practical steps you can take today to start optimising your organic traffic campaigns!
Reverse Engineer User Questions For Keyword Research
Have you noticed that people usually ask a question when they want to find out information? Of course you have, but users have the same approach when they search on Google and other search engines. Everyday, millions of people search on platforms to solve their problems. Maybe you found this blog by typing 'How to start an organic traffic campaign?' into Google. You've likely already typed phrases such as 'Where can I buy ___ in ___ area?', or 'Does [product] really work?', etc. With this in mind, we need to take these trending questions and used it actively in our campaign. For example, Quora is a forum website where thousands of people ask random questions and anyone can answer them. Similar to Yahoo Answers if you remember those olden days. The popularity of Quora does prove itself to be quite the asset for us campaigners because you can reverse engineer user questions and leverage them in your keyword research. This is a lot easier than it sounds and to make it work follow the below path:
Head to Quora, and type in your main keyword (e.g., pet grooming) into the search bar. Hit search and find some questions with your keyword that have received at least 10 or more answers - that shows us it's in demand. Here you can either answer the question yourself (great for building authority and backlinks) or use that question as part of your campaign build. We'll focus on using the actual question for now.
So you'll want to grab a good question, copy and paste it into your Google Keywords tool so we can find even more keywords. Sometimes the actual copy and paste of the question will be too specific for Google Keywords so try and take the main words from the question and search that instead - see below:
Also be sure to select your country or area if you don't sell online or worldwide so you can get accurate forecasts.
So basically we've taken a popular question from a forum and plugged it into Google Keywords to grab a list of more targeted keywords related to the popular article. This gives us an awesome place to start with even just our content marketing. So lets start making keyword-rich titles with the new list we have.
Ideally you'll want to combine the Quora questions with the keywords you got from your search so you can maximise your reach - getting those asking questions in search engines and those who are on social media and want to read your content.
A title we'd suggest for a future blog post based on the examples we've provided would be:
Grooming For Cats: Why You'll Need Different Methods For Different Breeds
Or, maybe the below titles?
Improve Your Grooming: How To Take Better Care Of Your Furry Friends
Become An Expert Groomer: How To Help My Cat Feel More Comfortable?
Kitty Grooming For Different Coat Lengths: What Products Came Out On Top This Year?
Yes, the titles can be a little long but they cover your keywords and explicitly state what your reader can expect from the article. Of course, that's not the end of it. You'll now need to do your research and provide high quality content with targeted keywords throughout the article.
Want more inspiration? Check out the below blog titles from some of the top performing content marketers in the world:
'Copywriting 101: 6 Traits of Excellent Copy Readers Will Remember' by HubSpot
'The Plant Care Chronicles: How Plants Taught Artist Zenia Olivares About Embracing Uncertainty' by Bloomscape
'How to Develop a Winning Digital Marketing Strategy in 4 Easy Steps' by Neil Patel
Find & Target Long-Tail Keywords
You likely already know that you can't simply write amazing content and people will just come to your site and interact with you. Yes, very good content can go viral when it adds true value to the reader's life but we need a way to get your content actually seen before it can take off. The point is, using long-tail, targeted keywords helps you get thousands of organic visitors that much easier.
So what are long-tail keywords? They're three to four word phrases that are helpful in indicating that a user is close to purchasing or deciding to take an action. This can be understood with phrases such as 'best place for authentic pizza' or 'saxophone lessons in Sydney'. They provide a very valuable method for increasing organic traffic.
When you think about the competition for single word keywords, especially those in the top 100-500 where major brands are also targeting, you'll find that long-tail keywords perform much better than the popular, short keywords. They do have smaller search volumes but they're far more precise and targeted which makes the traffic they bring extremely high quality.
So how do you find great long-tail keywords and implement them into your articles or web pages? Well, there's several tools out there but we personally love using Ubersuggest.
Head to Ubersuggest and type in your main long-tail keyword search such as 'best cat grooming kit' if we're following along from the examples above. Once you type it in and click search, you'll receive results similar to the below. Again, remember to change it to your correct country or region if you're a local seller. Then you'll want to click on 'Keyword Ideas' in the left sidebar and that'll reveal to you more keywords related to your main phrase.
From here you'll want to pick the keywords in the list that contain 3-4 or more words. These are your long-tail search terms that you can easily rank for such as 'best pet grooming kit', 'best grooming kit for cats', 'best professional pet grooming kit', etc. Remember that not all of the related keywords will actually be relevant to you or your main phrase so be sure to think logically about each one and the user intent behind it.
So what exactly do you do with these long-tail keywords? They're best implemented in your targeted blog post (you know, the one with the awesome title you just created based off a Quora question) in the form of valuable information in the article. Be sure not to cram the long-tail keywords in your article wherever possible. Instead focus on where they can sit appropriately in the article and provide value for your reader.
Rewrite Your Entire Website For Optimisation
We always see a lot of emphasis on content marketing and blog posting to up your organic traffic game but not a lot about optimising the content on your actual website.
Now don't get us wrong, content marketing is 100% necessary and makes a huge difference to your SEO efforts. We absolutely recommend doing the above mention steps to dominate those search results. However an awesome tool people seem to overlook is using keyword research to rewrite your website.
One of the easiest and most effective practices is changing your page heading to better reflect targeted keywords. Headers are extremely vital. A user-optimised title on your home or services page can increase conversions by 500% and also boost your site to the top of Google's search page.
So let's say you're a pet grooming business (that's why you've been writing articles on pet grooming - go figure) and you want your site to show up on the first page of Google. Let's take a look at how you might find the perfect Keywords for your title. You would head back to Ubersuggest and type in 'Pet Grooming [your service area]' and find related keywords and their search volume. If you run out of searches on Ubersuggest (there's a limit for free accounts) then head to Google Keywords and do the same method.
As you can see, a vast majority of different keywords show with their monthly searches. Our recommendation for you is starting with the keyword that has the perfect equilibrium of high monthly searches and low competition. You can of course gun for high competition keywords but they can take much longer to rank.
As you can see both 'dog grooming sydney' and 'cat grooming sydney' are low-medium competition with very high searches for that category. So what you'll want to do is head to your home page and change whatever your current header is to either of these keywords (whichever makes the most sense for your business).
So to break this down, say your pet grooming business name is 'Sandra's Pet Grooming & Care' and your header on your home page looks like the below with your business name as H1:
This doesn't benefit your website whatsoever. It completely hides it away from any active searcher looking for your services. So why not move that name into a neat logo in the banner up the top and change your header to a high volume keyword like below:
From there you can optimise your page further. Make the next header (H2) another long-tail keyword you've researched and found to be valuable to your users.
Then go deeper and optimise your paragraphs with the same method. Remember not to cram a million keywords into your site (Google has actually created methods in which they can detect sites with forced keywords and ranks them lower) but instead artfully weave these keywords in where appropriate so not only can your target audience find you easier but also gain value from your site. Now simply changing a few words here and there can feel like it doesn't make that much of a difference but if you apply this on every page, alongside your laser accurate content marketing AND take the time to input your metadata (we'll cover this in a later article) - you will see your keyword ranking improve in just a couple of months!
So is that really all there is to it?
We know some of these steps can feel not so easy. From having to consistently spit out engaging, useful and targeted blog posts to updating your website with thousands of researched long-tail keywords - you'll have to spend a lot of time and energy if you really want to see a big boost in your organic search traffic. But we promise, it's worth it!
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