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Sunday, December 8, 2019

increase traffic to your website

increase traffic to your website

increase traffic to your website


In 2018 more than 51% of overall content, consumption was driven by organic search, capturing over 40% of revenue. Still, a Hubspot study claims that 75% of your potential customers will never go past the first page of Google results, so unless your website is among those results too, you’ll have significantly fewer website visits and much lower chances to attract new potential customers.

Your chances for business success are much higher if you take full advantage of the power of organic traffic and use it to reach more customers, and eventually, close more deals. Here are 6 bulletproof tactics that will help your content rank better in searches.

Focus on your readers
When thinking about growing your reach, instead of putting all your focus on SEO, try focusing on your readers too, to point you in the right direction. Your content needs to resonate well with your target audience and to be able to create such content, you need to have a clear idea of who your buyer personas are. 

This means you’ll have to spare some time to get to know customers you serve, and their habits, needs, motivations and pain points. You’ll also need to get an insight into ways they search for information, what type of content they prefer, and which keywords they use to find it on. When creating content, such targeted marketing efforts receive much better results than generic marketing – using buyer personas can increase website traffic for 210%, and organic search traffic for 55%.

Blogging
Blogging is one of the most effective ways to increase the number of non-branded keywords your site ranks for, and at the same time boosts your organic reach and traffic. You can use your blogs to post high-quality and perfectly-tailored content on hot topics in your niche, which fit the needs of your buyer personas. Still, don’t be frustrated if you don’t see the results of your blogging right away. Data shows that as the number of your posts grow, your traffic will jump significantly too – having more than 51 blog posts on your website corresponds to an increase in traffic by 54%.

Fix non-performing content
To put the power of Google organic traffic into the best use, you need to identify and fix content which is not giving you desired results and is, at the same time, wasting your crawl budget. When rating your site, search engines don’t crawl through all of your content but focus on a limited number of pages. Since you don’t want crawlers stuck into ineffective content before they had a chance to see the quality pieces, it’s better not to risk, but to avoid the scenario, by eliminating the obsolete material.

To apply this fix, you’ll first need to identify both your top-performing and non-performing content pieces, in terms of traffic, backlinks and ratings. If you notice any high-quality content which is not being effective, try optimizing on-site SEO, such as metatags, image ALTs and headers. Also, redirect the traffic from non-performing pages to relevant, higher-performing content. You should do this content audit every few months, and ensure that the pages which bring you more conversions are always the first one to be crawled by search engines.

Guest posting
One of the most efficient ways to boost your reach with organic traffic is to follow basic link building tactics, such as guest posting. Guest posting means publishing your content on someone else’s blog or website, while at the same time providing backlinks to your website too. The more backlinks you have to your site, the more people you’ll be able to reach. Also, this will help your website or blog be seen as authoritative and trustworthy by search engines, resulting in higher ratings in searches, bringing you more organic traffic.

Still, you don’t want your content to be linked to just any website out there, as there are many low-reputation and malicious websites, and linking to them can bring you more harm than benefits. Make sure to only publish and accept links from trustworthy sites and blogs, to prevent such links from harming your SEO efforts.

Find the right keyword opportunities
If you want to optimize your content for search engines, in a way that will bring you more organic traffic, don’t just focus on the most popular keywords in your industry, but also use long-tail keywords that are more specific to your service or your product. This will help Google search engine identify your website as relevant for a specific topic, and boost your search rankings, making it easier for your potential customer to find you.

You should regularly do the keyword research, and find the best keyword opportunities for your website. Look for relevant high-volume low-competition keywords, and use them to compete with the sites that have similar domain rankings, and which you can actually beat. Sites of your competitors can be great goldmines for finding such keywords.

Improve your click-through rates
Once your content has reached the Google results first page, you have to convince your target audience to click on your instead of competition links. You can do this by optimizing for CTR, which will bring you more organic traffic, and consequently send signals to the search engine to give it even better ratings. Start with identifying pages with high performance but low CTR, and make their meta titles more SEO friendly. Also, use clear meta-descriptions of your content, as they will appear on the search results page, as a part of the larger snippet. If you describe your content properly, this snippet will act as a small promo for your webpage, and boost your CTR and your ratings too.

By leveraging these tactics, you’ll make your content more relevant and trustworthy, making it easy to be discovered both by your potential customers and search engines, resulting in the increase of your organic traffic and at the same time boosting your reach.




increase traffic to your website


Google has released its ‘Speed Report’ in Search Console, which allows the user to see how their site’s speed is performing within Search. With site speed becoming an ever more important factor, this is a highly powerful tool for marketers to be able to improve their organic search presence and when performing a full SEO audit of their site.

You can find this tool underneath the ‘Enhancements’ tab of Search Console when in the relevant property.

Where does this data come from?

First off, it’s good to understand where this data comes from and why it’s useful compared with other speed tools. The data used in this report comes from the Chrome User Experience Report (known as CrUX for short). It is hugely powerful as it’s based on real-time user data from users accessing the website.

This is much stronger than the Page Speed Insights lab data, the tool that is traditionally used when auditing page speed. As the ‘Speed Report’ uses real-time user data, you get a much more accurate picture of your relative site speed.

Previously, getting this level of data from Google would have proved pretty tedious, requiring users to run countless Page Speed Insight tests or set up the API. Given that the latter method required development skills, it was never really an option for the average marketer.

Using the report

When accessing the report you are faced with two tabs:

Mobile – Users visiting from a mobile device desktop – Users visiting from a desktop device

One thing to note here is that they don’t seem to be including ‘tablet’ data within this source, as this is separated from the two above categories within the CrUX data.

Each tab has a line graph similar to the other tabs in Search Console, which are categorized into three levels based on a traffic light system:

Slow (red)
Moderate (orange)
Fast (green)
When clicking into a tab you are taken to a second screen. Much like the ‘Coverage’ tab in Search Console, this lets you filter by each speed category and then displays the relevant messages underneath.

Understanding the metrics

So we can see that our site has a large number of URLs in the ‘moderate’ section. Our next step would be to understand what each of these means and try to lay out a plan for changes.

 Currently, however, they are only using the two most important in this tool:

First Contentful Paint (FCP) – This is a measurement of the time that elapses from the website loading result up until the moment when you see the first thing load on a page. The point at which you first see something such as a logo, header or text appear is classed as the First Contentful Paint.

First Input Delay (FID) – Measures the time that elapses between a user interacting with your page and the browser accepting that input (i.e. when it begins to respond to the interaction). This metric is important as this is a real-time measurement of when someone can actually start using your website.

Both these metrics are bucketed into a set of categories. These currently seem a bit harsh but we know that Google is very ambitious with site speed:

SlowFCP Longer than 3 seconds find Longer than 300ms

ModerateFCP Longer than 1 secondFID longer than 100ms

FastFCP Less than 1 second less than 100ms

Now that we understand the metrics, we can start digging in to see how we can get actionable advice out of them.

Analyzing the report

Clicking into an issue within a speed category opens up the issue further. Looking down the page, you have a list of example URLs that are separated out into groups based on their performance. This is a super handy feature as it allows you to look for themes and problems within your site.

For example, if we found that a large number of URLs that use the same template are included in a single category, then we would know that this is a great starting point to focus on.
We’ve now successfully identified several problem pages in the report and will usually want to start on the worst offenders first:

Run the URL through Page Speed Insights to get a top-level overview of the issues within here

Write up these recommendations and send them through to the web development team to enable them to make changes.
This isn’t a one-size-fits-all process but is generally the way to go when trying to improve the site’s speed.

Tracking Changes

So we’ve passed on the changes to the development team; they’ve made the changes and said we can start testing them. At this point, we would look to run an individual Page Speed Insights test to look for any improvements as the first port of call.

If Page Speed Insights is not reporting the issues back to you anymore, then this is the point where we want to jump back into the issues within the Speed Report and press ‘Validate Fix’. Google will go away and reanalyze the URLs to tell you if you’ve been successful in improving the site's speed.

At this point, you can use the graph to track the overall progress of the fixes and hopefully see the red and yellow bars reducing with the green going up over time.

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