When it comes to driving organic traffic to your website, increasing your site’s ranking for various targeted keywords on search engine results pages with major internet operators, like Google and Yahoo, is arguably the most effective method. It is possible to drive organic traffic to your website by using social media platforms, but the amount of time you need to invest to make that possible can end up providing a negative return on investment unless you opt for paid promotional campaigns.
In order to increase your website’s ranking on SERP, however, you need to choose your targeted keywords carefully. If you try to rank for generic keywords like “insurance”, “food”, “loans” and “hosting”, you could find yourself dedicating thousands of pounds worth of resources to a venture destined to fail. Remember, when you are trying to rank for generic or universally keywords, you are competing against international corporations who have multimillion pound advertising budgets. To get the best rate of return on your investment in SEO campaigns, you need to focus your resources on keywords that have little competition.
Many website owners make the mistake of trying to rank for universal terms internationally and totally forget about the power of localised search results. In reality, it is possible to see a significant increase in conversions from your organic website visitors if you focus your marketing efforts on location-specific keywords. For example, if you run a dental clinic in Edinburgh, you could try ranking in local search results for the keywords “Edinburgh dental practice”. With a little bit of investment in back linking and onsite search engine optimization, you could see your website ranking number one for the keywords “dental practice” among searchers located in Scotland. Search engine ranking algorithms now often use a searcher’s IP address to determine a location and then present manipulated localised results to said searcher.
Another great way to get more organic visitors to your website is to try to rank highly for question-based searches. This is because more and more people are using voice recognition to search the web and when using voice recognition, you are more likely to dictate a long-form question than to speak in truncated keywords related to the subject matter you are interested in. So, going back to the example of a dental practice: you might want to try ranking on SERP for the question: “Where are the best dental clinics in Scotland?” or something similar.
Before you invest time, money and resources trying to rank for any keywords, you need to check out how strong the competition is. Google’s keyword tool provides you with a great resource to analyse how strong your competition is for various keywords and phrases, so you should not be afraid to take advantage of it.
At the end of the day, it’s important to remember that the search engine industry is forever changing. This means that in order to have a successful SEO campaign, you need to always be prepared to reassess your methods and make necessary modifications ahead of time. Good luck!