How to Get Increased Traffic to a Website: Content

Content is King!

Increased website traffic is the number one thing our cllients request. The old saying “content is king” holds true for search engine ranking. We have tried all of the white-hat SEO practices to get our clients’ sites to rank and often adjust our SEO strategies based on Google algorithm changes. The one thing that has stayed fairly steady throughout the changes is that adding relevant content to a site has the best impact on SERPs.

There are some things to consider when writing new content for your website. You need to find a good balance of:

  • Writing content that’s engaging for the users
  • Writing content that’s going to set you or your business up as experts in the industry
  • Writing content that’s easy for search engines to “read” and rank
  • Writing content that utilizes keywords you wish to rank for, but not overdoing it

Sounds complicated, right? It’s not, really. Just remember to always put the readers first – don’t write content that you think is just going to help in search engines. There are other factors that play into this, like “bounce rate.” If your site has a high bounce rate, that means people are landing on one page in your site then leaving without looking further. Their session duration also comes into account. If people aren’t spending much time on your page, that will impact your SERP.

Long story short, if you write content that isn’t appealing to the end user, it can have a negative impact on your search engine ranking placements.

Utilize a Blog

For most of our clients, we urge them (and sometimes manage) a blog where we can talk about news, updates, industry trends, etc. Blogs are a great way to introduce fresh content into your site, to establish you as a subject matter expert, and to give people a reason to subscribe and/or return to your site.

One thing to remember, don’t try to sell your products/services in every blog you write. People get turned off from that constant sales mentality and will stop coming to your site. Besides, what better way to show the confidence you have in your business than by telling people what they need to know WITHOUT trying to sell them? Your job is to educate your readers and when done well, they will circle back and do business with you because you’ve already established yourself as a trustworthy and knowledgeable business.

Edit Existing Content

Popular search terms change over time. Competition to rank for a big keyword such as “real estate agent” increases as more and more businesses target that as their main keyword. But don’t forget that over half of all browsing of the internet happens on phones. What do phones have these days? Talk to text. So you may have better luck ranking quickly for “real estate agent specializing in Kentucky farms” than just “real estate agent.” The search volume for the long-tail keyword will be smaller but there will also be less competition for it, making it easier to pop up to the top in SERPs.

So, don’t feel like you have to write core content and leave it alone. Keep an eye on your website statistics using Google Analytics or something similar. Look at keyword search volume to see how things change over time. Change your content up, watch your analytics, and change again as needed. The great thing about running a website is a website is never done.

Quick Tips to Remember

  • Write no less than 500 words per post or page. Your cornerstone content (the products/services you want to be known for) should be closer to 1,500 words.
  • Include links to external websites as well as links to other content you have on your site. Ensure they’re relevant to your post/page.
  • Look on social media platforms to see what people are sharing to help get ideas for your next post or page. When you’ve written yours, don’t forget to share it on social media as well. Ask your friends to share the post to help drive visibility.
  • Post new content regularly. A good content calendar will give your readers a reason to come back for more!
  • Put your main keyword in your site’s URL, title, and be sure to include it in an H1 tag.
  • Don’t “stuff” your keywords. It’s tacky and will have a negative impact.
  • Add images to your page or post. Not only do they break up the solid page of words for your users, but you can title them, enter a description and an ALT tag. All of these are considered for SEO in search ranks.

Other Important Factors

My view on content being king doesn’t align 100% with a lot of what can be read on the internet. There are other very important factors, like domain authority, backlinks, even hosting data, that add to SERP. Google’s latest algorithm breakdown looks something like this, according to

  • 23.87% – trust/authority of the host domain
  • 22.33% – the number of links from other sites to your page or post
  • 20.26% – the anchor text of external links; Google looks at what words are links to your post or page to see what other sites think your content is about
  • 15.04% – keyword usage on your actual post or page
  • 6.91% – registration and hosting data (how old your site is, how fast the site performs, if it’s been blacklisted at any time, etc. Click here to learn more.)
  • 6.29% – traffic and click-through ratio
  • 5.30% – social graph metrics

I believe content is king AND I agree with these numbers. Without your content, your site will not have any domain trust, there will be nothing for other sites to link to, etc. It all comes down to quality content.

Useful Articles

Here are some links to some more detailed articles that will help you understand how to write quality content that’s SEO-optimized:

Post by Patrick

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