With more than 4 billion active internet users in the world, you have lots of opportunities to drive traffic to your website. The traffic is there. It’s just about finding a way to capture it. How do you get some of those users to visit your website?
It all comes down to content optimization. If you optimize your content for traffic and learn to align your content strategy to SEO challenges, you will notice a huge uptick in visitors.
Follow these tips, so you can get your fair share of traffic.
1. Create Powerful Headlines
If you look at your current website, you’ll likely notice that your headlines are pretty bland and straightforward. You probably see headlines like, “5 Ways to Get More Subscribers.”
That headline is incredibly boring, and people won’t want to click on it.
Now, if you were to infuse the headline with powerful words, you could increase the click-through rate (CTR).
Let’s go back to that bland headline, “5 Ways to Get More Subscribers.” You would get much better results with:
- “5 Easy Ways to Get More Subscribers Quickly”
- “5 Smart Ways to Double Your Subscribers”
- “How to Quickly Build a Local Subscriber List”
These headlines include powerful words, such as “easy,” “smart,” “double,” “build,” and “quickly.” Those words will increase your CTR.
That’s not all, though.
While Google stays pretty quiet about its algorithms, marketers such as Rand Fishkin, a former CEO of Moz and a founder of SparkToro, have noticed that the higher the CTR, the better the site’s organic position. In other words, when the headline causes more people to click on your site, you can expect your site to move up on the search engine result pages (SERPs). That can also lead to more traffic.
How much traffic is based on your site’s position?
Some studies say that around 33 percent of search traffic goes to the first position, with 15 percent going to the second. The amount of traffic dwindles with each position.
Google focuses heavily on user experience, so it wants to put the most popular sites at the top of the search rankings. That means if your site gets more clicks than other sites on the page, it can actually move up in the results.
2. Use Long-Tail Keywords
Did you know that 70 percent of all web searches consist of long-tail keywords?
People aren’t searching for “dog food.” They are searching for “dog food brands,” “best dry dog food,” “natural dog food,” and other long-tail terms.
It’s not just about the number of searches, though. Since these words are so specific, they don’t have as much competition, making it much easier to move up in the organic listings.
In fact, long-tail keywords alone can help your page move up 11 positions in the SERPs. That is without doing anything else.
The question is, then, how do you come up with long-tail keywords?
It’s actually quite simple.
Go to your favorite keyword tool, such as the Google Keyword Planner, and type in a head term. A head term is a phrase that consists of 1–2 words. For example, you could type in “dog food.”
Then, look at the list of keyword suggestions. You will find an assortment of long-tail keywords that are three or more words long. Look for long-tail keywords with low levels of competition.
Then, craft content around the long-tail keyword. You will find that once you have a long-tail keyword, it’s simple to produce quality content. After all, it’s much easier to create something about “natural dog food” than “dog food.”
Once you create your content, include the long-tail keyword in the title (with power words), and you can expect to move up in the rankings. That means you can also expect to get lots more traffic.
Increasing Conversions with Long-Tail Keywords
Long-tail keywords won’t just help you get more traffic. Once that traffic comes your way, these terms will also help you make conversions. Conversion rates are an average of 2.5 percent higher for sites that use long-tail keywords as opposed to head terms.
That makes sense since people who search for long-tail keywords are typically past the exploration point and ready to buy.
3. Think About the Snippet
There is a misconception that Google always displays the meta description in the search results. While that’s the case some of the time, it typically creates snippets based on the content you provide in the article, webpage, or blog post. These snippets display below the title and URL and can compel people to click on your link.
You might feel like you don’t have any control over the snippets. After all, Google chooses them, right?
You have more control than you think.
Google typically pulls snippets that include the search term. For instance, if the search term is “benefits of donating blood,” it will look for a sentence with that term and use it as a snippet. The key is to craft a thesis statement of sorts that includes the search term. Put this in the first paragraph and make it compelling, so people want to click on it.
Bonus Tip – Create the Best Meta Description Possible
Google might provide snippets most of the time, but it uses meta descriptions when those descriptions are better than the snippets it autogenerates. That means you should always try to create compelling meta descriptions.
Use your long-tail keyword and action-oriented language. Be sure to provide some sort of benefit or solution, and add a call-to-action.
Then, run a test in the search results to see if Google is using your meta description or a snippet. If it’s using your description, if you passed the test. If not, test out some additional meta descriptions until you create one that Google thinks is even better than the snippet.
Incorporate These Tips Today
Now it’s time to roll up your sleeves and incorporate these tips into your content. Go back and change existing content, and use these tips for all future content. You will likely notice a spike in your traffic relatively quickly.