Traffic is the lifeblood of any online business and Google as the dominant search engine is still the leading and most effective source of visitors that convert to customers, compared with paid traffic from PPC and the constant effort required for direct traffic from social media. The challenge is to generate more organic traffic by ranking higher and creating new keyword opportunities.
A solid organic SEO strategy is essential to drive the most amount of traffic possible, which includes keywords analysis, building backlinks (also known as link building), technical site optimisation and effective content marketing.
Organic SEO is a process; a set of repeatable steps to satisfy the search engine. The steps typically include some or all of these elements.
In order to increase organic search traffic, it’s essential to send the right signals to Google using effective, strong and relevant links pointing back to your site. These are considered “votes” and will help you rank higher. As an SEO expert, I focus on building strength through every new backlink.
The right content to aid your visitors is essential not only for Google, but for converting your traffic into customers. In order to gain the necessary insight, appropriate SEO tools are used to evaluate the effectiveness of your current content and recommendations made for improvements.
One of the most essential SEO tactics is ensuring that the correct pages exist and they focus on the most important keywords, and particular that the main keyword is well represented in the content. Your branded keywords and long tail keywords are also evaluated as part of keyword research.
Where there are keyword gaps – where there are search queries you aren’t ranking for – additional pages will be suggested, in order to grow the volume of keywords which your site attracts organic traffic for.
Internal linking is a particular specialism and there is considerable focus on ensuring that the structure and linking between pages is effective in any SEO campaign
Website traffic growth will be impossible to achieve if there are technical SEO issues on the site, so any SEO strategy will begin with a thorough technical SEO audit.
I’ve been working in the area of SEO for 22 years, initially on a large site, and then as an expert SEO freelancer.
I know what it takes to satisfy Google with the on-page and off-page signals it evaluates, and therefore optimise sites to increase traffic from the search engines.
Increasing traffic using SEO takes time, and I’ve learned to appreciate the long game. This applies to all kinds of rankings from content sites, to e-commerce sites to complex verticals and the vertical-specific keywords they require.
SEO is the most effective form of inbound marketing. It’s important to stay up-to-date with all new developments in this market, though, and SEO changes quickly with Google releasing core updates usually three times a year. I keep my ear to the ground.