Driving traffic to your site is the first step to increase user engagement, better user experience (UX) and ultimately raise conversions. One of the best traffic for your site is organic traffic, also referred to as natural search.
Organic traffic means unpaid visit results. Though getting visits from paid advertising such as pay per click (PPC) is ok, it should not result in neglecting you efforts to drive natural visits. The advantage of using unpaid traffic is that results are based on user’s relevance to his/her query and domain authority among other ranking factors.
When you build natural traffic, you are likely to get lower bounce rates and more visitors who are likely to stay. Even with the benefits clearly defined, the main question is: “How do you drive natural traffic?” This post takes a deeper look at the natural visits to demonstrate how you can measure it and strategies of increasing natural visits for your site or blog.
How to Measure Organic Traffic
Before exploring the main methods you can use to drive natural searches, it is important to know how to measure it. One of the top methods of measuring your page visits is using Google Ads reporting. The paid & organic report from Google shows you how often your pages are showing in the natural visit results. It will also show the keywords that triggered such results on SERPs.
- Start by Linking to Google’s Search Console.
In order to pull out the paid & organic report, the first step is creating a Search Console account and linking it to Google Ads account. Search Console is a free tool by Google that provides webmasters and marketers with data and insights to help them understand nature of their traffic.
- Pullout the Paid & Organic Report
After linking the Google Ads and Search Console, the natural searches will be visible together with performance statistics for your marketing campaigns. Using the report, you can check where searches for your page or brand appear in unpaid searches.
- Look for queries that have a low number of paid impressions by introducing a filter for “as impressions > X” or “ad impressions = 0”. If you are running many accounts, the organic visit data will be imported.
- Download the paid & organic report using your website manager account. This will allow you to identify duplicate natural queries and single out naturally keyed queries.
- Consider adding another filter that picks queries with a specific text such as your brand name, product, or services.
Once you have known where the figures are coming from, it is time to hit the road and target the areas that will strengthen your natural presence. The next section will demonstrate how to go about building natural visits for your website.
How to Improve Organic Search Queries?
To succeed in digital marketing, you need to drive quality traffic. This is why unpaid visits stand taller compared to paid traffic. Here are the top four methods that work in driving natural searches:
Step #1: Make Longer Posts that Cover the Topics of Interest
Today, people are driven to posts that provide answers to the issues facing them. They are not simply interested in short reports. Instead, you should go for longer posts that add immense value to the target audience as opposed to simply scratching the surface (call them evergreen posts).
Today, most search engines have shifted their focus towards delivering better user experience. However, it is very difficult to achieve this with short posts. This is one of the main reasons why longer posts are increasing every day. Here are additional reasons why longer posts will generate the organic visits you want:
- Most of the posts consist of 500 words, crafting longer posts can help you stand taller from the noise. Consider writing posts that are more than 1500 words.
- With longer posts, you can generate more leads because they attract backlinks and organic links from search engines for a longer period.
- Longer posts will easily propel you to the top as a reputable source. The audience will share your post and keep coming back for more.
In one of the studies done by Moz and BuzzSumo, the findings established that the longer the post with high-quality content, the more it will be shared and the more links it will get. See the caption of the findings below.
Step #2: Add Videos, Custom Images and Infographics
In 2015, Cisco reported that about 80% of online visits will be driven by videos by 2019. Therefore, the main question you should be asking yourself is: “What about your website site/ blog’s traffic?” By adding videos and infographics to the content you post on the site, you draw eyes of visitors to it. But how do videos drive natural traffic?
- Search engines have demonstrated a preference for content with videos. Therefore, when you host videos on your site and top sites such as Vimeo and Youtube, it will rank higher on Google. Remember to include the relevant titles, keywords, and transcripts together with the video.
- Video content helps to drive more engagement because it is easy to consume. It also helps to create more sales leads than other types of content.
- Videos are flexible and more convincing. This implies that you will also increase conversions.
Step #3: Build Internal Links from One Post to Another
Internal links are links that help visitors jump from one page of a website to another page of the same site. The links allow you to easily navigate the website by jumping to the most relevant pages. Besides, they also help to spread link juice (link equity) on a website.
Internal links are used by search engines to discover new content on your website. For example, when you create a link to a page that is not in your brand’s sitemap, Google crawlers will discover it. This discovery is used by Google to create a site architecture that increases your ranking and visibility via organic searches. See the image below where the big dot represents the main website and other internally linked pages.
Step #4: Write Unique Meta Titles and Meta Descriptions
The Meta Titles and Descriptions are what appear on Google when a visitor keys a query. See the image below showing the meta title and meta descriptions (Yellow arrow shows the meta title while the red one shows the meta description).
The meta title and description present you with the first opportunity to impress the visitor. In many cases, the visitor only has about 2-3 seconds to decide whether to click and read more from your site. Therefore, you have to impress the visitor and make him/her for higher click through to your post. Here is how to create killer meta titles and descriptions:
- Keep the meta title short and include the main keyword. The recommended length is 60 characters.
- The meta description should be equally short; about 160 characters. Ensure to include the keyword, call-to-action, and make it a summary of the post.
NOTE: If you fail to provide a meta description, Google captures a caption from the post and uses it as the description. In such cases, the visitors are likely to walk away without visiting the site.
To succeed in digital marketing, your campaigns should be directed at driving high-quality traffic. This can be achieved easily by increasing unpaid searches. Though paid advertising is still important, recent Google updates have shifted to organic searches. You cannot be left behind when it comes to driving natural traffic because it guarantees better user engagement, smaller bounce rates, and better ranking.
Elizabeth Price is an outreach expert and blog editor at EssayPro, write my essay service. Ms. Price specializes in creating articles about digital marketing and search engine optimization. She has started her career years ago and now she provides customers and readers with unique and compelling content based on her own experience.