How to Properly Use Your Business’ SEO Analytics to Increase Your Traffic
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Let’s talk about SEO techniques.
Google is constantly developing new ways to analyze web pages. Remember that Google is a business that needs to make money, and it achieves this goal by responding better and better to queries in the SERP. Unfortunately, SERPs change quite often.
Of course, this makes things more difficult for people who depend on organic search traffic from Google. Positive changes for Google do not mean positive changes for marketers. So what do we do? We have to adapt.
There are many different techniques to increase organic traffic to your website. Here are six you should keep in mind as you work to optimize your website.
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1. Improve user experience on the website
Although this tip seems incredibly basic, many web administrators forget how necessary user experience is to their success. Remember, if your website looks amateurish, poorly designed, or doesn’t perform as expected, people will simply return to search results and click on a different link — and the SERPs will remember that. The fewer people who “bounce” to your website, the higher the chance of ranking high in search results.
So always try to make the content easy to interpret and valuable. This includes any type of media that you upload to your website. For written content, use shorter paragraphs and mix up sentence lengths.
Also, try to find the appropriate keyword density – you can use various tools to do this. Keywords, of course, are important, but if you use them too much, your text becomes borderline incomprehensible. To find out which pages need more work, you can use a tool that analyzes the most degraded pages and gives you an approximation of how much traffic you’ve lost.
2. Voice Search Optimization
A few years ago, voice search didn’t seem to catch on. In today’s world, however, more than a quarter of the adult population in the United States owns a smart speaker. This type of technology will only grow in popularity, so try to optimize your page for voice search as best you can.
To do this, you can, for example, focus on vital long-tail phrases (key phrases containing three or more words) – they play a crucial role in voice search. Finding semantically relevant keywords seems to be the key to getting it right. Alternatively, you can opt to use structured data. There are several types of structured data, but by far the most popular are called schema markup. There are many types of schema markup you can use, so it’s up to you to decide which one you like best.
3. Prioritize mobile design
It’s a proven fact that the vast majority of Google searches today come from mobile devices. That’s why, in turn, you should consider the mobile version of your website as equally important as the desktop one (maybe even more so), especially since Google has gone mobile as well.
Google now prioritizes mobile smartphone user agents to crawl sites, which means the more your webpage is optimized for mobile traffic, the higher it will be rated. The mobile version of your page will be crawled and indexed before the desktop one. Indeed, the internet is changing, and this is just one of the clear signs of what is happening.
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4. Write new, longer content (and refresh content you’ve written before)
Giving your users a steady stream of new, high-quality content and constantly updating old content is crucial to feel fresh. Of course, we’re not suggesting that you write complex 5,000-word e-books and then publish them as articles. However, keep in mind that readers of a professional blog are not happy with the essential information and advice they can find elsewhere. Try to express yourself in as much detail as possible while keeping your readers engaged. It’s not an easy task, but you have to learn how to do it to be successful. Try to target multiple types of search queries at once.
Also, refresh your old content as quickly as possible. Try checking which pages have started getting less and less organic traffic lately. You can use Google Analytics to help you with this. Remember to filter your results appropriately. Monitor pressing topics and update them as soon as new information emerges.
5. Build your backlink portfolio (but watch out for fraudulent sites!)
The internet has surely changed, but backlinks are just as important as they were 5 or 10 years ago. Your backlink sources should be diverse, but you should only choose those with high ratings as partners. In most cases, 2 or 3 backlinks from a good, respectable source are worth more than ten backlinks from a poor quality site. Likewise, links from older sites are usually worth more than backlinks from entirely new sites themselves.
Of course, there is an exception to every rule. Sometimes it can be worth partnering with a smaller website if it is reputable and has decent metrics. This will diversify your backlink portfolio. In recent times, it seems, Google has been extremely cautious about agreements between websites that constantly link to each other. If your portfolio is not diverse enough, Google’s algorithms may decide that your website should be manually verified by one of their human employees.
6. Implement SEO optimization as soon as possible
You need to choose the right keywords to satisfy a search query. Unfortunately, if you don’t, you won’t get very far. The same goes for the length of your article. Google knows very well what kind of depth will satisfy the user intent behind a query and the general length of the article, based on SERP data. For example, if the average word count for the current SERP is 1,000, writing a 3,000 word article to rank for your keywords will get you nowhere.
Once you’ve come up with an idea for an article you want to rank for, use a proven tool to extract the most important data and identify the appropriate word count and keywords needed. You should also always test your meta titles for a CTR ranking. The higher the CTR, the better – and keep in mind that your CTR ranking will be one of the deciding factors in how your website ranks against your competitors in Google search results.
No matter the size of your business; the point is, it will always benefit from proper and up-to-date SEO practices. If you don’t know how to carry out an in-depth SEO analysis of your business on a regular basis, do not hesitate to hire a specialist. It will be worth the investment in the end.
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