5 Ways to Increase Your SEO Traffic
Your business establishes an online presence with meticulous keyword research and a target audience in mind. Over the first year, your SEO traffic grows rapidly, but then the growth rate decreases and your SEO traffic plateaus. What now?
Update Content Regularly
Compare your site to a competitor: who has more quality content and pages available? Set a realistic goal for uploading quality content and building quality links. Consistent content will not only generate more search traffic, but it will build a loyal following of visitors who expect quality content on a regular basis
In addition to creating content regularly, be sure to update existing content on a regular basis. While creating new content shows search engines that you are an active resource, updating old content with new, timely information, and updated outbound links shows that your writers are up to date and intend on keeping readers up to date.
The EAT model, short for expertise, authority and trustworthiness, relies on accurate, updated content. Being a resource that frequently presents visitors with the latest information not only shows expertise, but also establishes trustworthiness. Visitors (and search engines) know that your website has reliable information.
Establish a Strong Brand
Hone in on your brand’s values, topics and objective and develop quality content and presence associated with those identifiers. Don’t know where to start? Google your company and look at some of Google’s suggested search results to see how people associate your business.
Through content syndication across social media platforms, brands can expand their audience and drive traffic to one central location. Not only will your consistency across platforms help build a strong brand, but it could lead to backlinks. Backlinks are the SEO version of a thumbs up. From reputable third parties, backlinks could show search engines that your website has authority on the subject matter.
Not only is your website’s brand important, but your contributors should also consider branding themselves. Author bios, updated LinkedIn pages and active social presence helps establish the authority in the EAT model, showing search engines that your website AND it’s contributors are industry experts.
Run Tests Regularly
In the LSC Digital webinar “Test for Success,” VP of Digital Operations, David Clemen, recommends running tests on webpages to see which version performs better. A/B testing, running two versions of the same webpage, works well for gaining meaningful results fast from little traffic. This on the other hand, does not provide insight into why one webpage outperformed the other, from color to call to action to text. According to David, “A/B testing is great when your control, the page that you’ve always had…is nowhere near where it needs to be as far as results, or you haven’t tested it in years.”
Emily Potter in Moz’s Whiteboard Friday suggests A/B testing in order to give your content a competitive edge and “dodge the bullet of negative changes that could lower your traffic.” So instead of waiting to hit a plateau, plan a hypothesis-based A/B test every few months to keep your traffic on the rise.
In contrast, multivariate testing offers more control over what elements contribute to site improvement. Changing button colors, calls to action or headlines, while keeping the rest of the content the same can offer more insight into which changes generated more traffic. Unlike A/B testing, multivariate testing performs better with more initial incoming traffic.
Assess Mobile Friendliness
Google indexing prefers sites that are mobile friendly. Check if your site is mobile friendly here. If your website is not a mobile friendly site, visit Google Search Console’s Mobile Usability tab to view errors on your site that affect mobile friendliness and suggestions to make your site even more mobile friendly.
Reduce Aggressive Ads
Popups, mobile interstitials and self-playing content are considered “aggressive” ads. Aggressive ads tend to create negative user experience, especially for mobile users who can’t easily close popups or other ads, lowering your website’s ranking. If possible, reduce ads considered aggressive.