You might have noticed there can be up to seven ADs above content generated by organic traffic on a Google search engine result page (SERP). This can be extremely frustrating for a company without an AD budget, as this pushes the non-paid results further down the page.
So why should you take the time to rank organically, when you can just pay to rank? Because the first five organic results account for 67.60 percent of the clicks. What’s even more interesting is high-ranking organic content will usually maintain its position on the SERP without the ongoing costs.
In this blog, we discuss 3 ways you can get more organic traffic to your website from Google.
Content Increases Organic Traffic
So you know you’re an expert in your industry, but the rest of the world needs to know this too. This is where creating a content strategy comes into play. Writing and publishing educational eGuides or whitepapers, and maintaining a frequently updated blog is a great way to demonstrate your expertise.
By producing valuable content for your potential buyers to read, you build trust and establish authority while drawing more visitors to your site and encouraging them to stay longer.
The first step to creating content is to brainstorm a list of keywords/ phrases you want to rank for on Google. Now separate them into two lists:
- Keywords you are currently targeting and not ranking for. Here you should consider words you are ranking for in position 1 through 30.
*Pro Tip - Since Google already sees you as an authority for the words you are ranking for, you can start building links to these keywords. This will show you quicker results than starting from scratch. Keep reading to learn more about link building.
2. Keywords you are not currently targeting, but your competition is.
*Pro Tip - A simple way to determine what your competition is ranking for is to type your words into Google. This will show if your competition ranks on the first page for any of them. You can then create a list of your competitor, and organize them in the two lists below:
- Direct competitors: anyone who’s ranking for your target phrases
- Indirect competitors: companies ranking for your target phrases that don’t sell your exact same products, but sell to the same customers
During this research phase, feel free to also include any company you find producing relevant, high-quality content in your industry. This will help you to get ideas from what they are producing as well.
Competitive Gap Analysis
Next, you’ll want take the keywords your competitors rank for but you don’t, and perform a competitive gap analysis. A competitive gap analysis is a roadmap that shows you how to close the gap between your website’s current performance online and where you aim to be. You can use a tool like SEMRush to do this here.
When you have your final list keywords and phrases, you are ready to start your content strategy.
The first step to your content strategy is determine one main, broad keyword or topic that is related to all the other words. This keyword or phrase will have a high search volume, where as all the other words might be more niche, usually with smaller search volumes. These will be your subtopics.
This organizational structure of content is done because Google has changed their algorithm to favor content and SEO built in a ‘topic cluster’ model.
A topic cluster model is where a single website page (also called a pillar page) acts as the main hub of content for an overarching broad topic with multiple niche pages. These pages are related to that same topic, and link back to this pillar page and to each other. This linking strategy signals to search engines that the pillar page is an authority on a topic. Over time, the page will rank higher for the topic it covers.
See Hubspot’s Topic Cluster Video for a great example of this below:
Using the topic cluster model will also help you organize your content and give you direction on what you are going to write about and why. Once you have your content strategy outlined and topic clusters created, you are ready to jump into search engine optimization (SEO).
Unlocking Google’s SEO Secrets: The Authority Trinity
We recently participated in a SEO webinar and selected three interesting concepts to share! They will help boost your organic website traffic from Google, and help your content strategy succeed.
Focuses not only on creating longer form content, but content with depth and relevancy. This type of content would educate the reader on the topic, discuss solutions to your buyer’s personas challenges, and include quality data like facts, figures or statistics. In addition, this content can inform things like price and customer testimonials.
Topical breadth refers to establishing yourself as an expert or authority over an entire topic as opposed to just one single keyword. In this theory, you would write about as many topics as possible within your niche or industry. This allows Google to better understand what type of categories your website is clustered around. The more you can vary that content, while making it highly related, the better.
Is the process of creating internal and external links. External links are hyperlinks that point from one website to another. They're the currency of the Internet and act a lot like real-life reputation. Internal links connect internal pages of the same domain (your website). A high amount of internal links pointing to a particular page on your site will provide a signal to Google that the page is important, so long as it's done naturally and not in a spammy way.
Link building has been confirmed by Google that it’s a major ranking factor, so make sure your linking building is diverse, natural, and high quality. This will also avoid Google’s Penguin 4.0 penalties! Penguin 4.0 is a Google algorithm that reduces webspam, over-optimization of anchor text and unnatural links. The goal here is to promote and encourage people to create high quality content.
Increasing Organic Traffic with HubSpot SEO Tools
If your website is hosted on HubSpot CMS, there are several functions under the SEO tool that allow you to plan, and optimize content. That works for any type of content: blog post, landing pages, site pages or campaign.
With the HubSpot SEO tool you can:
- Get as-you-type optimization advice while you’re creating your content
- Get topic suggestions based on relevance, competitions, and popularity
- Access monthly search data that will show potential ranking opportunities to your website
- Access integrated reporting tools allow you to measure each topic cluster’s influence on generating traffic, leads, and even customers
- You can also track how many leads and customers you're generating from organic search traffic
- See how your content strategy is increasing your search authority and generating real ROI
Are you ready for more organic traffic?
In closing, gaining more organic traffic to your website isn’t easy and it’s definitely not going to happen overnight. But with the concepts we have outlined in this blog, you will be well on your way to ranking on Google and having more visitors coming to your site.
Do you need help with SEO, developing a content strategy, or getting more organic traffic to your website? If so, we’d love to chat. Click the button below to request a complimentary session that includes an audit of your current strategy and an analysis of how we can improve it.
Topics: Marketing Tips