Friends are you want more
organic traffic really more you greedy I love it what's up people my name is Bashir
Khan I'm a Graphics Designer and welcome to this Article all about how to
increase the organic traffic to your website and not one not two but ten steps
step number one is to
define your SEO goal now I know what you're
thinking out all these 10 step things the first step is always define your goal
well I know what I want I want more organic traffic you freaky an idiot Wow
greedy and rude well let me tell you actually it does matter what your goal is
and you probably want to be a bit more specific than just more traffic unless you are selling adverts on your site on a cost per impression basis see
most businesses are trying to generate leads or
sales through their websites so actually just having a pure organic traffic
goal doesn't really make as much sense as saying we want a particular number of
conversions so let's just do a little bit of quick math let's say at the moment
you're getting 10 conversions through your website every day and you want to
take that up to 30 but you want to do so with the awesome lovely free organic
traffic I'm having to pay through ads well if you want to go from 10 to 30 and
let's say that you know your website's organic conversion rate is 2% meaning
you convert 2 out of every 100 organic visitors into a lead or sale you need an
extra twenty leads per day at a conversion rate of 2% meaning you need another
1,000 organic visitors to your site but not just any organic visitors before you
start writing that long-form blog post on mine craft house
now you want visitors with commercial intent so
the particular keywords that you're targeting are going to matter and we're
going to talk about that in just a second step number next is to assess your
website's current health and SEO performance now I love picking on big companies
and they don't get much bigger than Balfour Beatty Balfour Beatty is a seven
point eight billion dollar not even dollar pound real money a set of powerful B
C's a seven eight billion pound come and we're just gonna analyze their websites
SEO performance if you love a bit of a rip then enjoy this so first thing that
we're gonna do let's say that our goal is to turn the balfour beatty site into
a lead generation machine because at the moment it is not it is what we call an
investor brochure site or a giant waste of time in marketing
speak really what we want to look at is how the
site is optimized for SEO and where its ranking currently so from an optimization
perspective we can see straight away on this homepage in the
page title there we have the word home balfour beatty PLC so we know immediately wash out not doing very well there because they should be using their target keywords in their page title is very unclear from this page which phrases they actually want to rank for and if we stick them into semrush we find consequently they're not really ranking for very much that has commercial intent now fortunately for
balfour beatty the majority of their traffic is
people searching for bow for busy because they're so well known but if we just
do a quick search of the phrases that they're actually ranking for what I've done is I've taken out any phrase which has the words balfour beatty because
that is obviously people who know before we through they're
expecting to get to the site what we find is
actually they're not ranking
particularly in the UK they're not really
ranking for very much useful
stuff stuff that would have commercial intent so
if this was your website you'd be pretty disappointed at this stage but
you'd also be saying great this is a fantastic
blank canvas so we can see on this screen that we've got the keyword that
they're ranking for here the position that they're ranking on Google for and
the we don't really want to think about traffic too much for this because this
is very kind of approximate this is an estimate by semrush and the volume of
searches per month for this particular phrase and cost per click now
cost per click is important even for organic
search traffic because it gives us an indication of how much commercial intent
there is behind each of the different keywords that are showing here so even
though balfour beatty isn't going to be spending any money trying to advertise
for piles love it if they did want to they will be spending approximately 2
pounds 29 click but what we see here is a lack of commercial and temp phrases
so what I mean by that is there's not really many
phrases here that indicate some body's actually
looking for a company that offers what Balfour Beatty does possibly something
like pipe of fabrication where they have a cost-per-click of two pound 30 but
not really very many searches for that term now interestingly looking
through these keywords it's not particularly
clear actually which
phrases Balfour Beatty wants to rank for at all
and this is really no surprise because when we go on their website the keyword
targeting is pathetic let me just show you some examples so expertise is what
you might call services expertise is the kind of inward-looking way of saying
services services is what we offer to people expertise is what we have very
focused let's say that for example we want to go to railway engineering or rail
engineering here so this might be a page that they'd want to get ranks for
terms like rail engineering firms something like that where there's not gonna
be huge keyword
search volume but the number of people who are
searching for it who are kind of messing around is gonna be fairly low this is
people who want a frisking company to build a railway so average order value
you would expect it's gonna be reasonably high now instead of using
a descriptive keyword optimized headline here
they've got tomorrow's railway today super conceptual really clever but doesn't
actually mean anything if that's not what you're searching for and you can see
the amount of copy that they've used on this page to sell that service
and include their variation keywords and all of
that is almost nothing so very unlikely that this page would rank for anything
so when we're analyzing a site like this we'd say really not optimized for SEO
other areas that you might want to check your website SEO health is to
log into Google search console check for any
errors make sure that a good number of your pages are being indexed things like
that just making sure that Google's actually finding your website in the first
place step number three is to find out who your target audience is and
identify your competitors so there's a few
different ways you can identify your target audience you can go into Google Analytics
and you can use the audience information there so one of the ways that you can
analyze your audience although you've got to use caution is
inside Google Analytics so here you can see
we've the audience and then we've got over you you can also go into things like
demographics so you can have a look at your audience's age and gender now a
word of warning here some of this data is okay some of it is just plain weird right so if we go into interest for example what we'll find here is that the interests are very sketchy shoppers affect pay value shoppers 3.5 7% well pretty much everyone is a shopper right so a lot of this stuff is really just its ambient noise but the very best way to understand your customers is to actually talk to them now if you don't talk to them day-to-day in your job talk to your sales team find out what sort of people are these what you want to do is build up a bit of a customer avatar but you also want to understand the particular phrases that they're going to be searching for so go back and listen to sales calls find out when your prospects are picking up the phone and talking to you when they say hi we're looking for a company that does X you want to know OK great said that's the phrase that they're using to describe us those are the sorts of terms that we want to rank in order to get more of those people now another thing you can do inside analytics it's not just looking at all of the users that are coming to your site but actually looking at the people that convert so you can just set up a segment which is just the converters and that will give you data on not just that all the people that are coming onto your
cyber who's coming onto your site who is actually
turning into a leader so next step is to understand that your key competitors
so let's say for example that you're trying to rank for a phrase like cheap
mobile contracts what you'll be doing is having a look at the sort of
businesses that are ranking for these now not
just in the organic results but actually even in the ads as well but we're
gonna start on the organic results so here what we're going to do is we're
going to do some competitive analysis on each of
these different sites I'm just gonna give you a very quick overview now and then
we're gonna look into them in a bit more detail later on so for example
here we've got you switch ranking positions 1
& 2 we've got money
supermarket ranking position three we've got
phone house ranking in position four then affordable mobile so what do we know
about these sites well firstly is not the mobile networks themselves which
are ranking for this term actually it's comparison
sites isn't it you've got the first three positions so you switch as a comparison
site their ranking twice money supermarket is a comparison site don't know
what phone house is all about let's just have a
quick look so this is a
commercial site right so this is a shop so this
is the first kind of shop site that's ranking for this term so if I'm a shop I
want to find out what phone house is doing to get ranking in a world that
seems to at the moment be dominated by comparison
sites now if I'm going up against the comparison site likewise I want to know
what these companies are doing to get that visibility right so what sorts of
content have we got on this page look we've got all this text affair copy here
there's a reason that tax copy is theirs because it's needed in order to rank
we've got this page here with all these easy to use filters which is going to
increase engagement so we can start to build up a picture of what sort of page
does it take to rank for this term if we want to outrank you switch we're gonna
have to make a page which is better more useful and better optimized for this
term here's the money
supermarket page that they're going straight for
engagement here they want to get you clicking in and using the site because
that's a good signal for Google and it's also great for visitors as well so
we've got that nice straightforward thing there and then look we've got phones
and then we've got the content with internal links through
to other pages as well and more links as well so you can see what it takes the rank for the particular search terms that you're targeting and what sort of businesses are ranking now make a note of these because we're going to come back to them later on in fact I don't want to keep you waiting so we're gonna come back to them right now step number four is to research your competitors SEO and content trategies so what I would do in this case is I would get each of these different businesses here so we're gonna start with phone house and we're gonna stick them in semrush and we're gonna see what they're ranking for so by putting a website like this into sandwich we can quite quickly build an understanding of what they're doing to compete in the space that they're doing now I'm seeing this for the first time but immediately I can see the term phone house has had 11,000 almost 12,000 searches so that's a lot of branded traffic so people are searching for this so I'd imagine that they're doing some significant offline or other online marketing which is generating good the fact PM branded impressions which will obviously help their ranking and we've also got a kind of different spelling of phone house so that would be people who've heard it mentioned or had it been referred to them so that's quite interesting and immediately can build up a bit of an understanding about what they're doing not online in order to get this sort of visibility so we can see the keywords are they're ranking for and we can be fairly safe that these are the keywords that they are targeting so mobile phone deals quite a broad term there we can see the page that's ranking for that so let's just have a look at that page and we can the fifth affair quite quickly develop a bit of an understanding about what their pages are doing in order to rank so not too much affair information visible immediately but then you click on that little read more thing and there it is so there's all the copy good to see
old-school SEO still lives a nice straightforward user interface just getting people in finding their deal and clicking through the site because they're really looking for that early engagement what else we got sim only
deals as a phrase they're targeting like that
165 thousand searches a month very strong phrase to rank for what are they doing
to rank for that so we can just start to build up a bit of an understanding
about what it's taking to rank for each of these different terms now
interestingly we've got the similar sort of approach here here we go and there's
a lot of information on these pages you know it's rare to find a page that's
ranking for terms like this which doesn't have a lot of information certainly
those dreadful balfour beatty pages that we saw earlier they're never gonna
rank for anything but these pages are exactly the sorts of stuff that we expect
to see ranking these days so the next thing that we might do is you might head
over to link Explorer on we might stick in their website to see what sort of link
profile they have and what sort of SEO they've been doing so with a domain
Authority of 43 out of 100 actually they're not doing as well as we
might expect for a very very competitive term
like this so with around 1000 different domains linking to them for a twelve
and a half thousand inbound links
from Graphics Designing Digital Marketing
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