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Here's how to take your content marketing strategy to the next level, and generate more organic traffic.
The goal of every business’s content marketing efforts is to ensure that when their target audience searches for a service or product like the one they offer, prospects find them and not a competitor.
Research reveals that 76% of marketers use organic search traffic to measure content success. Even so, we’re going to focus on so much more you can do to boost organic traffic at zero cost besides search engine optimization and pricey pay-per-click advertising.
To do this, you need to get a sense of your audience by creating a “buyer persona” that describes the buying habits and demographics of your audience. This, in turn, will help you understand their pain points, interests, style and habits. By crafting stellar content that resonates with your target audience, you’ll naturally boost your SEO performance.
Relevant, quality content addresses the primary pain points of your audience, which you can dig into via your buyer personas. This provides an understanding of the keyword phrases they use during web searches, as well as the type of content they want.
Take Optum for example: their target audience are avid readers. So, the brand focused on giving its target audience quality educational and informative content rather than focusing too much on search marketing tactics.
Optum churned out around 1,000 pieces of quality content. Moreover, by offering their audience what they wanted, the brand exceeded its content marketing goals by 250%.
This shows how vital it is to not optimize for just search engines, as such content ends up as keyword-riddled jargon to readers and does not satisfy their desire; leading them away from your content and possibly your website.
Blogging is the best way to get more organic traffic.
You can offer more about your business and brand than your other website content. Blogging also gives you room to create a huge catalog of helpful, niche-optimized content for your target audience.
This is powerful in growing your organic traffic. Data shows that once a blog hits 51 posts traffic increases by 53%. The same study reveals that buyers read 3-5 blog posts before making a purchase. In short, more content equals more traffic and sales.
Keep in mind though that spammy, non-relevant, or poorly-written content will only do you harm.
The blogosphere is all about giving something to receive something.
Comment, link, and read other people’s blogs and websites, especially those who operate in or complement your niche. In return, they’ll often do the same, thereby widening your reach.
Besides having stiff competition in the search rankings, popular keywords may be too broad for what you offer. Target keywords specific to your service or product. Also branch out into longer keyword phrases and long-tail keywords with less competition.
Over time, search engines will identify your blog and website as the solution for these queries, which raises your content in the Search Engine Ranking Pages (SERPs) and helps prospective buyers locate you.
The meta description, title and URL are the 3 primary ingredients for an optimized blog post or web page. It’s basic but still effective at letting search engines know what your content is about.
Your content’s meta description is also for short snippets web users see under a website’s title in the SERPs.
Here’s how it usually appears:
Here’s how to write a powerful meta description:
There is a wealth of content marketing tools you can use to optimize your page and meta description, including Ahrefs, Yoast SEO, WordPress and HubSpot’s SEO tools.
Try writing and publishing as often as you can, but do not ignore quality. The higher the quality of your content, the more organic traffic you will generate.
Once you have a reasonable amount of content, link to your other posts with all of your new blogs, guiding readers to other relevant content. Internal links will keep web users on your website longer, thereby increasing your search rankings.
This happens because Google takes into account the time web users spend on your page to know if they’re satisfied or not. However, avoid overusing internal links to not appear spammy and driving visitors away.
Search engines still prioritize websites that have a lot of inbound links, particularly from authority and trustworthy sites.
Encourage friends, suppliers, industry mavens, family members, partners and co-bloggers to link to your website.
More incoming links means higher search rankings as it makes your website appear authoritative to search engines. Beware, however, as low-quality links (links from websites with poor domain authority and ratings) will hurt your rankings and damage your SEO efforts.
Link to your content on social media platforms like Facebook, LinkedIn, and Twitter, etc. — but avoid spamming with excessive posts. One or two posts per day are enough.
The more web users read your content from social media platforms, the more time they stay on your site. That’s a strong signal to Google that your content is useful, interesting and relevant. It tells the search engine that your content is generating buzz in your niche.
You can use tools like Google Analytics to track visitors coming to your blog and website. Once you know where your web users come from, and the keywords they use, you will be able to optimize your content to satisfy such queries.
For example, if your blog revolves around topics related to generating traffic and you notice 80% of your readers are navigating to content on organic traffic, craft more articles on that topic.
Gaining some level of authority or influence to attract traffic in your niche requires getting involved in discussions that are relevant to your field and display your expertise by providing solutions to the community’s questions.
A great place to begin is Quora. A smart strategy for putting your voice out there would be to invest your time in answering questions on Quora and giving tangible, valuable and real insights for the particular niche expertise.
You can also interact on niche-relevant forums to solidify your authority. The more expert solutions you offer the more your target audience will see you as an authority and be drawn to your content. This is also where you can take advantage of linking to your blog as an elaboration of the solution you provide. The outcome is more organic traffic.
Driving organic traffic to your website takes a true understanding of your target audience and providing the content they’re looking for: insightful, quality information and advice. It also means taking advantage of the above tips and strategies to ensure all the necessary content marketing components are optimized to make your content stand out and skyrocket your organic traffic.