How to double your organic traffic without doubling your marketing efforts

Published on June 26, 2021
 / Last updated on June 26, 2021

Estimated reading time: 6 minutes

Table of Contents

We've discussed previously why SEO is so important and why all businesses need to take the time to learn and manage their SEO or hire a company that does (Shoutout to Convoke Digital 😉). Organic traffic from search engines will always be better than direct traffic through advertising as direct traffic has no chance of increasing your organic ranking in the search results from numerous search engines.

For those who may not know - let's quickly recap what organic traffic is:

Organic traffic is traffic that comes from search engines with no real effort from you. Of course, that's a lie as it does require a lot of time behind the scenes to build ranks in search results. That is not what we mean - but what we mean is that when a search engine user searches for some service or product and click through to your website - you have essentially put no effort in making that click.

We'll explain in this post how you can conduct keyword research to research high-volume keywords that act as low-hanging fruits where if you produce content centred around those keywords then you will see great results in your organic traffic.

Now, back to how we can double that organic traffic without doubling our effort.

1. Optimise content for long-tail keywords

Instead of trying to compete for short-tail keywords that have much more competition (such as "computer"), it makes more sense to tailor your content toward long-tail keywords which will help your website build trust with search engines which will make them show your content to your users at a much higher rank.

A good way to do this is when writing content for SEO (i.e content that delivers value to the user but also includes high-volume keywords to help drive organic traffic from search engines)is to research long-tail keywords that you'd like to rank for. Semrush has a great blog post on how to find the right long-tail keywords for your business that we recommend checking out.

Remember: Ranking on Google is about owning a specific influence topic for a specific audience. This blog post, for example, is targeted at those who want specific learnings on increasing organic traffic without too much effort. We're not targeting every SEO-related keyword.

2. Optimise for search queries where featured snippets are unavailable

This is one we've noticed a lot of our clients don't know about as they don't understand the breakdown of the search results in each of the search engines.

Featured snippets are what you see when you search a specific query and it directly matches some content that already exists. Google uses your organic ranking to determine if your website is of high enough quality to show in these snippet boxes. They are essentially free advertising as they take up quite a lot of the page in each search result page which does, unfortunately, result in one less result being shown.

Make sure you are not targeting keywords or phrases which already have featured snippets as they make it that tiny bit harder to get onto the first page of Google. This is something you could re-assess once you build that all-important domain authority.

3. Optimise for featured snippets through rich text markup

Ultimately if you can't beat them, join them. When tailoring content toward featured snippets it's important to conduct thorough keyword research and ensure you know about all related searches to what you are targeting.

When designing snippets for search engines you need to make sure you're doing it in an informative way but also answer all of those questions found in the related searches. This will help to increase organic traffic as every search engine will show users a wide array of content that may* answer their query.

The higher you rank for related searches - the higher the chance of showing in all related searches. This post from ahrefs is a great resource on how to optimise your content for featured snippets.

4. Blog often, and blog a lot

Blogging is perhaps the most effective way to increase your organic site traffic. It lets you go into more depth than your website allows and creates a large catalogue of helpful, personal optimised content centred around your target audience. It's important to keep in mind that poorly-written cheap content can do more harm than good.
However, poorly written, spammy or cheap content can do more harm than good. Avoid it

5. Product consistent quality content

Whilst it's important to write often to continue driving organic traffic it's not worth the cost of quality content. The more quality content you have on your website, the more opportunities you create for organic traffic to come your way.

A few quick tips on producing quality content:

  • Write for your readers, not for yourself or Google. Throw in some keywords as required, but don't centre your content around those keywords.
  • Keep in mind search intent. Know ahead of time what your user is searching for to land on your content. Answer the questions they have.
    • This is important because search engines use time on a page, how quickly someone clicks the back button, etc, as ranking factors on search results.
  • Keep your content relevant
    • was produced (either a date on the page or the first time they saw the page) and therefore can determine how relevant it is to the user. They won't show content that's 5 years old versus content that's a few months old. Keep the content up to date by making small revisions every few months.
  • Internal links
    • Once you build a catalogue of content, you can refer to it in all of your blog posts which helps to increase the authority of your web pages and future blog posts. You can use these internal links to guide users to more relevant content and slowly transition them into reading similar content which just helps to secure the user which in turn helps your website show higher in search engine's organic results.
  • Encourage backlinking (incoming links)
    • Google and other search engines give organic traffic to sites that have a lot of incoming links, especially ones from other trustworthy sites. Encourage clients, customers, friends, suppliers and other bloggers to link to your site and your future blog posts.

      The more incoming links you have, the higher your site will organically rank as your website simply appears to be a source of authoritative content.

      A thing to be aware of though: some websites will offer "backlinks to increase organic traffic and ranks in search engine result pages" but they usually plant your links in the middle of content where it doesn't make any sense and often come from low reputation websites that have a reputation of doing that.

6. Paid search traffic does not increase your organic traffic

This is something that many businesses do not know. Google does not treat paid search traffic or direct traffic as being traffic that is worthy of being ranked higher and deserve more organic traffic.

There are simply two ways to get traffic from search engines. The first is to rank your website high in search results using SEO and producing quality content, and the second is to use Google Ads to place your ads at the top of the organic results with advertising.

SEO does produce organic traffic for free but it's not instant. It takes time and dedication for SEO to work and for your website to build your authority in the eyes of a search engine like Google.

Conclusion

Organic traffic can be a touchy subject and one that many businesses claim they are the best at. The truth is that no busy can guarantee any kind of ranks in search results or guarantee any kind of organic traffic increases as it's simply down to producing good quality content over a long period.

If you follow some of the tips we've mentioned - you'll be able to slowly build your domain authority and drive more organic traffic to your website. In the meantime though, there is no reason you shouldn't be doing some social media marketing to increase that direct traffic!

If you or your business needs help with SEO and getting your business ranking higher in search results, reach out to us. Convoke Digital specialises in doing keyword research and creating an SEO plan to increase your authority in the eyes of search engines. Check out this other post we have on the SEO trends you need to follow up on in 2021.

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