3 effective ways to get more traffic from Google
By Drew Harden
Have you ever experienced the “Google Grievance?”
It’s the frustrating feeling you get when Googling your product or service, only to find that a potentially undeserving competitor outranks you. It can be one of the most discouraging experiences of being a marketer! Especially when your boss wants to know why your brand isn’t number one in search.
The answer, of course, is search engine optimization (SEO). Yet, trying your hand at SEO can be just as frustrating.
With about five billion pages on the web, your website faces vast competition. Plus, Google’s search algorithm constantly changes, and staying on top of these changes is a very complicated task.
SEO can be difficult and intimidating, but the good news is, improving your ranking is possible and absolutely worth the effort!
I believe that having an active SEO strategy is 100 percent essential for any business that wants people to visit their website. Simply put, SEO puts more qualified people on the web pages you want them to experience. More qualified people on your pages, means more conversions. More conversions, mean more sales. More sales, mean more profits.
Search is the dominant way to discover content on the internet. We’ve watched website traffic and reviewed the analytics of hundreds of sites over the years, and I can tell you that in nearly all cases, the highest quality traffic comes from organic search. Not from social media, not from directly typing a URL into a browser, not for referring sites, not from online ads and not from paid search ads. In fact, a recent study by BrightEdge shows that all non-organic search channels combined – paid search, social media, display ads and Email – don’t compare to the impact that organic search commands across all industries.
In other words, SEO has a better chance of getting you new clients and sales than any other online approach.
While there are many ways to improve your website’s performance in Google, the following are three tactics that we’ve found to be extremely effective in enhancing SEO. After years of experimentation, we’ve seen these techniques boost the quality and amount of traffic for hundreds of websites.
1. Start with Good Keyword Research
While Google’s emphasis on keywords have changed in recent months, they are still the building blocks that will lay the foundation for your SEO efforts.
One of the first steps of good SEO is define the type of person that you would like to visit your web page. Then, perform keyword research, which is the process of determining the words for which your target audience searches. By including the right keyword terms on a web page, you’re indicating to Google that you have the content your audience is looking for.
What tools can you use to perform this keyword research? The easiest and quickest tool is Google itself. Enter a keyword you believe your audience is looking for and hit “search.” Then, scroll to the bottom of the search engine result page (SERP). You will notice a small section under the results labeled, “Searches Related To…” that lists eight keywords, similar to the one you entered. These keywords are related searches that users have entered and are great ideas for words you should consider including in your content. Searching for “home builder,” for instance, yields a number of relevant terms that people are searching for. Include some of these terms once or twice in your content as well.
There are dozens of other, more advanced keyword research tools that will not only help you consider similar terms, but give you the search volume for each term based on date, location, device and more. Google Trends, for instance, is an excellent, free tool that will allow you to compare terms to see which words you should highlight in your content.
2. Update Your Meta Titles and Descriptions
One of the “lowest hanging fruit” opportunities we see companies miss out on is good meta titles and meta descriptions. A meta title is a title given to every web page that displays on SERPs in the familiar blue text that you see whenever you do a Google search. A meta description can also be given to any web page and is displayed under the page’s meta title in SERPs.
Meta titles and descriptions are essentially billboards for your brand in search. Well-written, interesting, unique titles and descriptions that include keywords bring more traffic to your site and content. For example, the first title below is more unique and descriptive than the second, and thus will likely bring more traffic.
We have seen failing sites turn around when proper meta titles and descriptions were added. Ensure your meta titles contain at least one keyword and stay under 60 characters, while your descriptions are under 112 characters.
3. Quality, Original Content
Google’s entire purpose is to provide users with valuable content. Google wants its users to find great web pages quickly and easily through search without frustration. The more unique, interesting and helpful your web page’s content is, the greater the chance it has at ranking well in Google.
In fact, Google watches how users interact with many web pages. If visitors are spending very little time on one of your web pages, Google assumes there’s little value on that page, and is likely to demote it in search rankings.
One of the best ways to improve your website’s SEO is to improve the quality of the content on your pages. Ensure it’s well-written, informative and 100 percent original. Google can penalize any webpage on your site that shares duplicate content with another page on the web.
We find that longer content generally performs better in Google search, so don’t be afraid to fill your pages with 1,000 words or more. A page with only 100 words doesn’t have nearly as much potential to deliver a quality, interesting experience as a page with 1,000 words.
Finally, remember to accompany your text with good images or videos. No one wants to read hundreds of words online without supporting imagery. Adding images and embedding YouTube videos that complement your text is a great way to improve the user experience and will greatly improve the time visitors spend on your web pages.
Join me on June 21 for the AMA Iowa luncheon in Bettendorf as I discuss 10 Ways to Get the Most Out of Digital Marketing.
President and Co-Founder of Blue Compass, Drew Harden is the author of The Content Marketing Miracle and serves as a speaker at marketing conferences around the country on topics like search engine optimization and digital marketing. He has been cited by many publications, such as PR News and USA Today.
Hay, Awesome article!!! I am looking for this type of article. I am a SEO freelancer and have a site. Its give me many traffic,i think. Thanks
Maria J. Williams | firstname.lastname@example.org | http://www.premiumsoftwares.com/smo-services-better-way-gain-traffic/ | 07/31/2017 1:09 PM