Much like organic food, organic search traffic takes a long time to cultivate, but is definitely worth the effort. Every business’s dream is to have customers and clients come directly to them.
If you have a new website, getting organic search results is crucial for your success. This is because a new website has little credibility. In the long term, getting organic results from content marketing will help tremendously in improving your online reputation.
Search engine optimization, or SEO, is a set of steps you can take to drive more organic traffic to your website. The goal is to improve your place in search engine results pages, so that people find you automatically.
In performing SEO, there are three broad categories of activities to consider:
- – Making sure the website is user and search friendly
- – Leveraging content marketing for organic search
- – Getting backlinks from high-quality websites
And there are many specific steps you can take to increase search traffic to your website. We recommend you:
- – Run an SEO audit
- – Optimize on-page elements
- – Perform tactical keyword research
- – Optimize page speed
- – Make sure your site is mobile friendly
- – Create a content strategy
- – Update current content
- – Run a keyword gap analysis
- – Focus on topical authority
- – Aim for low keyword difficulty
- – Produce content consistently
- – Focus on quality over quantity
- – Optimize, update and publish content consistently
- – Build backlinks
- – Stay Away from black hat techniques
- – Optimize your Google Business profile (if you’re a local business)
We help our clients design their website with SEO in mind using tools like Google Analytics, SEMRush, and Surfer.
1. Run an SEO Audit
Before diving into content or keywords, start with a technical foundation. An SEO audit uncovers hidden issues that prevent search engines from crawling, indexing, or ranking your site. Common problems include:
- Broken links: Links that lead to 404 pages harm user experience and SEO.
- Redirects: Chains of redirects (e.g., 301 → 302 → 301) slow down page speed.
- Server/client errors: 5xx (server) or 4xx (client) errors block access to pages.
- Noindex/nofollow tags: Accidentally blocking search engines from indexing key pages.
- Canonical issues: Duplicate content caused by incorrect canonical tags.
- Title tag/heading issues: Missing, duplicate, or overly long titles.
- Missing meta descriptions: Wasted opportunities to improve click-through rates (CTR).
Tools to Use:
- Screaming Frog: Crawls your site to identify broken links, redirects, and metadata issues.
- SEMrush: Offers a Site Audit tool that categorizes errors by priority.
- Ahrefs: Detects crawl errors and tracks historical fixes.
- SiteBulb: Visualizes audit data for easier troubleshooting.
Pro Tip: After fixing issues, resubmit your sitemap to Google Search Console to speed up re-indexing.
2. Optimize On-Page Elements
On-page SEO ensures your content aligns with search intent. Focus on:
- Title tags: Keep them under 60 characters and include primary keywords (e.g., “Best Running Shoes for Flat Feet | Expert Guide 2024”).
- Meta descriptions: Write compelling summaries under 160 characters to boost CTR.
- Headings (H1-H6): Use H1 for the main title, H2s for subtopics, and H3s for supporting details.
- URL structure: Keep URLs short and descriptive (e.g.,
/blog/seo-audit-guide). - Image alt text: Describe images for accessibility and keyword relevance.
Tools to Use:
- SEMrush On-Page SEO Checker: Analyzes pages and suggests optimizations.
- Yoast SEO: A WordPress plugin for real-time on-page feedback.
3. Perform Tactical Keyword Research
Keyword research identifies what your audience is searching for. Prioritize:
- Long-tail keywords: Lower competition, higher intent (e.g., “how to fix a leaky faucet without tools”).
- LSI keywords: Related terms (e.g., “plumbing tips” for a leaky faucet guide).
- Question-based queries: Target “People Also Ask” snippets (e.g., “Why is my faucet leaking?”).
Tools to Use:
- Ahrefs Keyword Explorer: Reveals search volume, difficulty, and click-through rates.
- Google Keyword Planner: Free tool for basic keyword ideas.
- AnswerThePublic: Visualizes common questions around a topic.
Pro Tip: Use keyword clusters to group related terms and build topical authority.
4. Optimize Page Speed
Slow-loading sites frustrate users and hurt rankings. Optimize by:
- Compressing images: Use TinyPNG or ShortPixel.
- Minifying code: Remove unnecessary CSS/JavaScript with WP Rocket.
- Enabling browser caching: Reduces load times for returning visitors.
- Using a CDN: Distribute content globally via Cloudflare.
Tools to Use:
- Google PageSpeed Insights: Scores your site and suggests fixes.
- GTmetrix: Combines Google and Lighthouse metrics.
5. Make Sure Your Site Is Mobile-Friendly
Google uses mobile-first indexing, meaning it prioritizes your site’s mobile version.
- Test responsiveness: Use Google’s Mobile-Friendly Test.
- Avoid intrusive pop-ups: They can penalize mobile rankings.
- Use Accelerated Mobile Pages (AMP): Simplify pages for lightning-fast loading.
6. Create a Content Strategy
A content strategy aligns your efforts with business goals. Steps include:
- Define your audience (e.g., “small business owners seeking SEO help”).
- Map content to the buyer’s journey (awareness, consideration, decision).
- Use a content calendar (tools like CoSchedule or Trello).
Example: A SaaS company might create:
- Awareness: “What Is SEO?”
- Consideration: “Top 10 SEO Tools for Startups.”
- Decision: “Why Our SEO Software Beats Competitors.”
7. Update Current Content
Old content can regain traffic with updates:
- Refresh statistics and examples.
- Add new sections (e.g., “2024 Trends”).
- Improve readability with bullet points or videos.
Tools to Use:
- Google Analytics: Identify underperforming posts.
- Surfer SEO: Analyzes top-ranking content for gaps.
8. Run a Keyword Gap Analysis
Identify keywords competitors rank for but you don’t.
- Use SEMrush’s Keyword Gap Tool.
- Filter by high-traffic, low-difficulty terms.
- Create content targeting those gaps.
9. Focus on Topical Authority
Google rewards sites that deeply cover a topic. Build content clusters like:
- Pillar page: “The Complete Guide to Digital Marketing.”
- Subtopics: “SEO Basics,” “Social Media Advertising,” “Email Marketing Tips.”
Tools to Use:
- MarketMuse: Maps content clusters and identifies gaps.
10. Aim for Low Keyword Difficulty (KD)
Target keywords with a KD score under 30 (using Ahrefs or SEMrush). Example:
- High KD: “best laptops” (KD 85).
- Low KD: “best laptops for graphic design students” (KD 25).
11. Produce Content Consistently
Regular publishing signals freshness to Google.
- Aim for 1–2 blog posts per week.
- Repurpose content into videos, infographics, or podcasts.
Tools to Use:
- HubSpot’s Blog Ideas Generator: Beats writer’s block.
12. Focus on Quality Over Quantity
A single 3,000-word guide can outrank 10 thin posts. Prioritize:
- Original research or case studies.
- Actionable tips (e.g., step-by-step screenshots).
- Expert interviews or quotes.
13. Optimize, Update, and Publish Content Consistently
Revisit old posts every 6–12 months:
- Add new keywords.
- Fix broken links.
- Update screenshots or examples.
14. Build Backlinks
Quality backlinks are Google’s top ranking factor. Strategies:
- Guest posting: Write for industry blogs (use Hunter.io to find editor emails).
- Broken link building: Find dead links on relevant sites and suggest your content as a replacement.
- Skyscraper technique: Create better content than competitors and pitch it to their backlink sources.
Tools to Use:
- Ahrefs Backlink Checker: Analyze competitor backlinks.
- Pitchbox: Streamline outreach campaigns.
15. Stay Away from Black Hat Techniques
Avoid shortcuts that risk penalties:
- Keyword stuffing: Unnatural keyword repetition.
- Cloaking: Showing different content to users and search engines.
- Buying links: Low-quality PBNs (Private Blog Networks).
16. Optimize Your Google Business Profile (Local SEO)
For local businesses:
- Claim your Google Business Profile.
- Add photos, business hours, and services.
- Encourage reviews (respond to them!).
- Use local keywords (e.g., “coffee shop near Downtown Austin”).
Tools to Use:
- BrightLocal: Tracks local rankings and reviews.
Final Thoughts
Growing organic traffic takes time, but these 16 techniques lay a sustainable foundation. Start with technical fixes (audits, speed), then build content and links strategically. Track progress with Google Analytics and Search Console, and adjust based on data.
Need Help? Bookmark this guide and tackle one step at a time. And don’t forget—consistency is key!
Which technique will you try first? Share your plan in the comments!
Tool Roundup:
- SEO Audit: Screaming Frog, SEMrush
- Keyword Research: Ahrefs, AnswerThePublic
- Speed Optimization: PageSpeed Insights, Cloudflare
- Content Strategy: MarketMuse, CoSchedule
- Backlinks: Pitchbox, Hunter.io
Disclosure: This post contains affiliate links. If you purchase a tool through our links, we may earn a commission at no extra cost to you.
