In today’s tech-driven world, it’s typical to see a business with some sort of online presence. And, even with all the available digital platform options, a website is considered the top choice. A website is your brick-and-mortar counterpart in the digital front. Without one, your business misses out on valuable opportunities.
So, how do you make the most of it?
The Role of Your Website to the Business
Before you look for ways to optimise your website, you have to understand its role in your business.
Any SEO service company acknowledges it as your digital storefront. With more consumers choosing to transact online, they are treating websites similarly to physical stores. This means they are using it to gather information about your products and services, to get clarifications on their questions and to make a transaction.
In addition to this, your website gives your business credibility online. It gives you a platform to share the history of the business and other branding materials. When visitors browse these pages, the information they gather about you shapes their perception of your company.
With a good design, fast loading time and easy navigation, your website becomes a user-friendly platform for your target audience.
The Importance of Organic Traffic to a Website
Apart from having an aesthetically pleasing and fully functional website, you need to attract the right visitors.
Not all traffic to your website is valuable, after all.
Visitors directed to your site via paid ads, for example, seldom contribute to your conversion rate. They didn’t go through search and the entire conversion process. For an effective and useful website, you need organic traffic.
Organic traffic is a term used by digital marketers to refer to visitors who find your website through search engine results. When they type in a query into a search engine, they are given a set of results that best address their question. When they click on one of the results, they are directed to a specific web page on a website.
This type of traffic is valuable because these visitors already know what they want. This means they are more likely to follow through with an action that contributes to your conversion rate. It can be anything, from signing up for a newsletter and subscribing to an email marketing scheme to talking to the customer service team and making a purchase.
By optimising your website for these visitors, you create valuable opportunities for your business online.
Proven Ways to Generate Organic Traffic
There are several ways to increase traffic to your website, but not all of them are valuable to your business. Make sure the people visiting your website are part of your target audience. Optimise your digital marketing strategy to generate organic traffic for your website.
Here are some tips you should consider.
1. Do thorough keyword research.
As your SEO service provider will advise, thorough keyword research is essential to developing a good strategy. With several of your competitors online, it can be difficult to make your presence known. By identifying keywords and related terms that are relevant to your business, you can incorporate them into your content, web pages and meta tags.
2. Optimise your website for the users.
A website’s advantage is that it has a greater reach and, therefore, more opportunities to be found and noticed by your target audience than your brick-and-mortar store. Optimise this platform for them instead of the search engines.
When a visitor clicks on one of your pages, they need to stay long enough to see the value of your business. To do this, you must provide them a reason to stay on the site and the right solutions to their problems. These may come in the form of your products, services or overall content of your website.
Study your target audience and get a better understanding of why they are looking for your business online.
3. Publish valuable content.
When your target audience looks something up online, they have an idea of what they want to see in the results pages.
By creating content that contains the right keywords, your web pages will be included in the top rankings. Once they click on these links, the content should be able to engage them in doing an action. You accomplish this by publishing informative, relevant and interesting content. This type of content improves your credibility online, too.
When visitors realise that you are an authority in the industry, they are more likely to choose you over the competition.
4. Improve your pages’ Metadata.
The Metadata of your web pages does not play a role in how search engines rank your pages in search results. But search engines do look at them when they crawl your site.
When you include your keywords in your metadata, search engines have an easier time classifying them for results pages. This will make it easier for your target audience to see your links when they search online.
5. Use internal links throughout your website.
Encourage visitors to browse your other web pages with internal links. In addition to your blog articles, you may include internal links to different pages in other types of content.
Videos, infographics and other images can have internal links that redirect visitors to specific pages when clicked. Use these to encourage them to explore your website and discover valuable information about your business.
6. Promote on social media platforms.
Social media is a good source of organic traffic. Sites like Facebook, Twitter, LinkedIn and Instagram provide you with platforms to actively engage with your target audience. Since they’re already following you on these sites, you can assume that they are interested in your products and services. Use these accounts to direct people towards your website. Include links to specific web pages in different posts.
Your website is a valuable conversion platform. Treat it the way you would treat your brick-and-mortar store. By doing so, you effectively optimise it to increase valuable traffic and improve lead generation.
With the right digital marketing strategy, you’ll see how your online presence contributes to your overall business performance.