Are you searching for the most effective strategy to drive website traffic for your business? Tossing up on whether you want to focus on SEO traffic or Content Marketing when driving organic traffic to your website? Already using one of these strategies but not seeing the results you want? Have you ever thought about using both? 

We have put this article together to help you find the most effective strategy to drive your organic website traffic. 

Let’s start with SEO. 

What is SEO and how can I use it effectively to drive traffic?

SEO (Search engine optimisation) is the process of generating traffic to your website from free, organic or natural search results in search engines with the aim of improving the appearance and positioning of your web page. 

Simply put, effective use of SEO starts with understanding your keywords and integrating them into your web pages in order to drive SEO traffic. Using the right keywords in your website content, whether it be within blog posts, descriptions of your products, or articles, can help increase your ranking in search engine results, which in turn can help drive traffic and new leads to your website.

So, how to choose and find your keywords? In Google’s Keyword planner, you can get an estimate on the volume and traffic for the relevant words and topics words you are considering. From here, you can get a rough idea on whether or not these keywords will be suitable for your business’s service and offerings. 

Now that you have all of these keywords, you might be wondering how you can make effective use of them. Here are a few things you can implement in your SEO strategy: 

  1. Optimise your pages titles and descriptions:

    Having a well-optimised title and description can influence organic visibility, your click-through rate and in turn drive SEO traffic. This SEO strategy is often overlooked by a lot of businesses but it is actually a simple, and effective way to drive traffic.

  2. Use the right keywords throughout your titles:

    Having relevant and effective title tags can help you achieve greater search rankings. This is important for 2 reasons. Number one: users need to know what they can expect to find your page when they click through and two it helps google prioritise your page and its content.

  3. Improve your CTR:

    Take time with your website’s meta descriptions, make them powerful, persuasive and relevant to your content. You only have 160 characters for meta descriptions, use your characters wisely. If you can answer your audience’s questions in the meta description – you are already halfway to nailing this component.

  4. Use descriptive URLs:

    make your URLs specific to the page you are linking to, try and weave in a relevant keyword to reinforce the topic or product. 

  5. Localise your content:

    Are you offering your services in certain areas? you can target your audience efficiently—and receive high-intent customers as a result, who are already looking online for something you sell or offer.

Another crucial element is utilising backlinks, also known as inbound links. If your business isn’t using backlinks across your SEO strategy, here’s why you should be. Backlinks or inbound links are links that point to your website from a website that’s not your own.  Backlinks will increase the trustworthiness of your website and improve your quality score. 

Okay.. What does that mean? We can refer to backlinks as a reference, you’re looking to gain trustworthiness, status, quality and relevance. Backlinks are no different. You might be asking yourself, but how? Content. They aren’t lying when they say content is king. The most effective way to receive organic backlinks is through quality content. Like Forbes says, “SEO without content is like a body without a soul”. Think of it like this, would you want to promote something you don’t necessarily think is that valuable?

The content has to be compelling or receiving backlinks will be quite difficult. Writing articles, blogs and having an active presence on social media is a fantastic way to start.

So, let’s talk about Content Marketing. 

What is content marketing?

Content marketing is focused on creating, publishing and distributing content through social media, blogs, video, emails & more. Your customers & audience want to receive value from your business, and content is one of the best ways to provide that. Content marketing can help to achieve brand awareness, generate leads, increase conversions and help to position your business as a leader in your market. 

So where does SEO come into this? Without SEO and finding out what your audience wants, content can be pretty difficult to create. Keywords must be integrated throughout your content for it to be found…successfully. If the content you’ve got is interesting, engaging, adding value to your audience, as well as weaving in relevance to your brand & business, you should start to see an improvement in your website traffic. 

Here are some of the best ways to elevate your content marketing strategy:

  • Analyse & Optimise your content:

    Is your business using /B testing? If you’re not, here’s why you should. A/B testing is an extremely useful tool for finding out what content is driving the most traffic to your website, you can also dive deeper into your target audience, which in turn helps you curate more effective content.

  • Focus on high-quality content:

    Don’t force your content. Make it easy to read, enjoyable and ensure it is well written to cater for your target audience.

  • Repurpose quality content:

    Yes! We said it, you do not have to reinvent the wheel. Find new ways to promote your content, if it’s a great blog, shorten it and utilise the content on your social media and vice versa. 

  • Take a new approach to content:

    Video content is becoming one of the most popular types of content marketing. Videos create a compelling content experience and allows us marketers to push key messaging and engage our audience for longer. 

Driving traffic to your website

While SEO and content marketing are quite different in nature, the reality is, they actually work like two peas in a pod. SEO helps people find your content, while content helps drive traffic to your site and improves your ranking, and vice versa. 

Both strategies are long term, be consistent, use the right tools, analyse your strategies and introduce a mixed approach to keep your content fresh and relevant. 

If you’re looking for more information on how to improve your website traffic, get in touch! We would love to hear from you.