In This Episode…
In this second episode of a two-part series, Tim mines the expertise of three of our best SEO experts to find tips and tricks for increasing your website’s organic traffic. Each tip can be implemented by anyone without the need for complex SEO (Search Engine Optimisation) skills.
Tim is joined by:
- Ritu Goel. SEO Ninja
- Dale Davies. Digital Marketing Manager
- Andy Tuxford. Head of SEO
Tip 1 — Create link-worthy content
Your organic traffic will increase when your content ranks at the top of Google. To get there, you need backlinks. You can create links by reaching out to other website owners and asking for them, but the best solution for link building is to make it happen without your input.
Automation is a hot word in the business world right now. If you can automate something, you can use your time doing something else instead. You want to automate your link building. To do so, your content needs to be worth linking to.
Create content that’s useful to your target audience. Create something that is so useful that other people would link to it so that they can help other people too.
We link to other digital marketing agency websites and the content they share because it’s useful to our website’s readers, like you. Because the said agency has created a useful resource, we’ve linked to it naturally and without prompting.
Whilst it seems counterintuitive for an agency to link to a “competitor”, our interest is in helping people to do perfect digital marketing.
Your content should do the same: be useful.
Tip 2 —Use your keywords without being spammy
The days of cramming keywords into pages are long gone. You can’t use the same phrase twenty times in an article and expect it to rank at the top of Google the next day. Google stamped that practice out a long time ago.
You need to use your keywords in your content naturally. They should appear in your title, your sub-headings, and your content; but you must not spam them into your text ten or twenty times in the hope that doing so will help the page to rank.
Use variations of your keywords, but not to a set ratio. Use them naturally as they occur in your content as you write. Don’t force them in.
And you can use them in the text of your links too, but be careful how much you do so.
Tip 3 — Increase internal links
Links are important, but not just those which link to your website. The links within your website are important and powerful too.
Internal links, the links between pages, help people to navigate between related and useful pages.
If you’re reading about life insurance then you may be interested in a linked-to article which reviews the best life insurance deals on the market right now.
If Google sees a large number of internal links to that review page, it may assume that the page is important and re-evaluate whether it should be considered important and a candidate to rank first for “best life insurance deals”.
Your internal links are helping both your website’s visitors and Google to find your most important content. Reviewing and increasing the number of links to this content could improve its ability to rank first and earn you an organic traffic increase.
Tip 4 — Improve your metadata
Metadata is the title and description of a page you see in the search results. Bad metadata doesn’t get clicked. It gets looked past and ignored.
Good metadata gets clicked frequently, resulting in consistent organic traffic.
If you haven’t created a page title or meta description for your content, you could be missing out on traffic for strong ranking positions you already have.
You could double your traffic overnight by improving the metadata of your highest ranked pages. To do so, read through our “How To Write Page Titles and Meta Descriptions” guide and learn how.
Tip 5 — Make your content appealing
Newspapers aren’t just pages of text. There are photos which summarise the theme of a piece. On newspaper websites, videos are now commonplace, summarising the content or expanding on it to make it easier to understand and to keep you on the page for longer.
Your content needs to keep people on the page for longer too.
To do so, you need to format it well.
One Nielson Norman Group study found that people are scanning pages looking for the words or elements which convince them to stop and read a section or the page entire. Your content needs to keep this pattern of reading in mind so that you can tailor the way your page is formatted to aid and to break it so readers stay for longer.
Start by using headings and sub-headings throughout your content (and use them in the right order too). Add images which summarise sections of your content. Use videos too. Use whichever media makes your content more engaging and less likely to be scanned quickly and skipped.
Tip 6 — Optimise your images for search and speed
Slow page loading times kill conversion rates. So, your website needs to be fast — especially on mobile devices.
Every element of your website needs to be optimised to load quickly, including your images. They need to be properly sized and compressed so that they load (almost) instantly within a person’s browser.
But it doesn’t end there. Your images need to be optimised for accessibility too. They need to have alt text which describes them. This aids people who are visually impaired to understand what the image is. Google uses this alt text in the same way as text on the page to understand what a page is about, providing you with another opportunity to optimise your content, helping to rank higher in the search results and increase your organic traffic.
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