We all want maximum traffic coming from the major search engines like Google. And for that, you need to have a steady stream of good and relevant content. Now, not everyone is aware of what good content actually means. Luckily for everyone, there is a plethora of ways to create traffic towards your website. Also, this extensive list is always growing. It is no small feat to achieve business growth these days. So, we need all the tools we can get our hands on. The digital realm is highly resistant to the real world’s problems like pandemics, shutdowns, financial recessions, etc. Online purchases are very popular. Whit the advent of broadband internet, online shopping has taken a major portion of the commerce pie. In this article, we will go over the most important factors on how to maximise traffic to your offerings.

Digging through the data

There are plenty of free tools online used for tracking website analytics. But, it is only with credible ones that you are able to see accurate interpretations. Traffic sources, keyword quality and volumes, the number of viewed pages are just some of the metrics to take into equation. These variables help greatly in crafting an appropriate SEO campaign. It is about providing value within your website to any potential customers. Also, analytics will help you increase your conversion rates. Before we move on, a conversion rate is a ratio between the individuals that view your content and the ones that move past that. These are our customers, that will pay for our products and services. The key is to make the conversion process as appealing and convenient for them as possible. In short, make it effortless for a potential customer to do what you want them to.

Infusing value into content

SEO-focused content boils down to a simple rule. You need to answer questions that people are seeking answers to online. This way, you provide potential customers value. This is offered in exchange for their time and attention are given to us. The better and more concise you answer these questions, the higher your SEO rankings will be. What is the first thing people do when a question pops up in their head? Everyone has a phone in their pocket. So naturally, they Google it. The better your answer to their question is, the higher your link will be in the Google search results. That is what SEO boils down to. The closer you are to that number one spot at the top of the list, the more traffic you will receive. But, make sure to answer questions that are relevant to your chosen industry and niche.

SEO rankings in the context of providing value for revenue

Before you create a meaningful SEO campaign, you need to know how to measure keywords and rankings. The most basic way to analyse specific keywords is to look at search volumes. Keyword difficulty is another very important metric. But, these are only small fractions of a larger equation. Not everyone that views your content is going to buy your products. Remember the conversion ratio we mentioned previously? That would mean a one-to-one conversion ratio, which is never possible. Tie your keywords to commercial goals such as revenue. In short, your keywords need to be as specific as possible. Many businesses make the same mistake of being too general with their content. And by extension, their offerings are misconstrued. In the digital realm, it is never good to try and be a jack of all trades. Be specific in your content and keywords, your viewer base will be more solid.

Tracking the competition

You need to be analytical. Try and look at what the competition is doing. What are doing right, and what mistakes are they making? First things first, know who your competition is. Inform yourself about what your top competitors are. There is a reason why they are on the top. What are they doing right? Can you emulate that? Could you even improve upon it? The beauty of the digital era is that you do not need to make a breakthrough in science for your business to succeed. All you need to do is improve upon what is already there. If you offer a slightly better deal, you will rise to the top of the SEO rankings, in time. Start easy. Identify the five top competitors to your business. Dissect their SEO campaign. What are they focusing on? Try to improve upon their traffic generation strategies.

Track your conversions

We now have a basic understanding of keywords and rankings. And now, we need to invest time and effort into Google Analytics and set up our goal conversions. You need to connect the relevant keywords to your targeted audience. This will, in turn, generate traffic to your website. Now, what that might be, depends on your chosen industry and niche. This is where little creativity and personal effort comes into play. Tracking the right metrics is where most companies fail. Even worse, some companies set certain goals looking at irrelevant metrics. Try and avoid this, do your research. One of the most important metrics is when customers give you their contact information. That is one of the things that really count. Any action that implies that a person is no longer a passive observer, but a paying customer is tracked by Google Analytics. Track the right metrics for your company.

Make content that will always be relevant

The best bang for your buck is content that will always be useful. That means it is relevant as long as possible after the initial publication. Many forms of content tend to fulfill this condition. F.A.Q.’s (Frequently asked questions), tutorials, reference guides and product reviews have a very high shelf life. These and many more tend to bring in a steady stream of traffic, leads and shares over a long timespan. If your content can generate these avenues of traffic for multiple years, consider it a success. As long as the information is good and up to date, you are good. Choose topics that will not inherently be redundant once new information comes into circulation. SEO specialists are masters in finding subjects that will hold water the longest. Make your content provide lasting, compounding value. This way, you will also educate new customers and attract external links.

Update old content

On the other hand, why let old content go to waste? Do not let such work go to waste just because a couple of details are outdated. Old blog posts, reviews, etc. need minimal effort to update and make relevant again. After doing the SEO dance for a while, you will undoubtedly have a large number of old posts. The form of this content does not matter. What does matter is that the work is already done and it takes just a small touch to make it relevant again. Try and find these posts. Update any obsolete information, for whatever reason. Add multimedia content like images, audio clips and videos. Add links and repair broken ones. The latter is the most common SEO ranking killer. Analyze the latest SEO trends and modify old content to fit the new mold. And sometimes, posts can be merged for the optimal effect.

Put in the work

Organic traffic is the best kind of traffic. That being said, it is very difficult to obtain naturally. You need to put in a lot of effort, time and originality. You will need to boost your efforts with some kind of SEO strategy. Now, what that strategy could be is up to you. It depends on your industry, niche and expectations. You will need to leverage all the various tools at your disposal. Utilize influencers, social media, keywords, link building, etc. The more tools you master and utilize the more traffic you will attract to your website. An SEO strategy is not a set-it-and-forget-tip type of deal. It changes regularly. That is because SEO trends tend to shift often. You need to adapt to stay relevant. Organic traffic will come, but it is always for the best to supplement it with some other avenue.

SEO is the new, and by far, the most relevant marketing tool. Any modern company would be wise to invest in it. More conventional forms of marketing are still relevant, make no mistake. But, especially in times of crisis, online marketing is the most resilient and far-reaching. Learn what types of activities attract the most visitors to your industry and niche. Then, figure out what works best in converting those views into loyal, paying customers. Learn the type of language that creates discussion and engagement. Try and implement a tactic. See how it affects your traffic. If you can, implement one at a time. If you do multiple, you will not be able to attribute the outcomes, positive or negative, to any particular one. Make these digital tools work for you, today.

Posted by Miley Dowling

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