How to Boost Organic Long Term Traffic
Valuable keyword tools and smart content techniques will help you push through plateaus.
In March 2015, a well-known hospital asked a marketing agency to increase its organic website traffic by 20%. In the course of relaunching their site, we redesigned their templates, restructured the site’s architecture, and implemented a clear migration plan. Still, what started as a strong 49% increase in organic performance leveled off after just three months.
With most of the technical issues in order, the next step was to add relevant and robust content to the site. The “donation” section of the site was rife with pages that consisted of thin content with nothing more than buttons to select a donation amount. Unthink Digital Marketing worked with the hospital to develop more robust content for these pages, fleshing them out and giving the section more context. The pages now include what specific initiatives donations will help fund, the hospital’s qualifications and progress to date, and which diseases the hospital is working on a cure for. Over the next two months, we saw a 100%+ increase in organic traffic that continued to boost rankings, increase traffic, and attract quality links.
For brands, new designs bring a surge of new users, increasing traffic and starting conversation around an existing product. But gaining and keeping users is just as important for sites that have started to lose momentum, which calls for a combination of content strategy and technology. By putting in as much effort into content as most SEO professionals do for technology, you can create a stronger site that will inform users, drive traffic, and attract inbound links. Here are a few tactics and tools that can help you make the right content choices for your site:
Review internal search and user-generated content.
Looking at your site’s internal search data is the best way to determine what your customers are interested in. They are already on your site and they are specifically searching for information. Use Google Analytics to take a deep dive into your site search queries to uncover topics that will drive a lot of conversions.
If you have any user-generated content on your site, search it for popular themes. Use your analytics to determine the most viewed or most commented-on posts; these should give you a lot of insight into your customer base’s interests. If you have product pages that allow for questions, you can review those to get ideas on ways to improve product details. In the example below, two of the questions relate to sizing issues. Including wrist and band measurement details for the FitBit is an easy way to provide more relevant information.
Google Trends can help determine if a topic is increasing or decreasing in popularity. Try comparing topics over various time periods and use other tools to get more granular. In the search result below, for example, both “travel alone” and “solo travel” have increased in popularity over the past five years. Use this information to explore unique topics around solo travel—itineraries, best places to go, safety tips, and best tours. It is important to note here that the scale on these graphs is relative to the total number of searches done on Google, so it is important to verify volume with Google Keyword Planner.