• Driving organic traffic takes SEO efforts
• You need to ensure consistent organic traffic regardless of your ad spending budget
• A great way to start ensuring you get organic traffic is to make sure your site works flawlessly 

We have all searched for something on the internet. Let’s say we enter a query such as “learn English online.” We expect to get something relevant to match our request, right? A blog with lessons, online schools, video courses, etc.

Everything we see in the SERP (search engine page results) list is either paid or organic search results. How can you distinguish paid ads from organic results? It’s simple. 

Screenshot taken on the Google search results

Paid ads have the word “Ad” next to the page URL. The paid ad positions depend on the money a resource pays. But if we click on the regular results, we become organic visitors. The site owner sees it as a regular search (organic) conversion in the analytics tools.

So why is organic traffic so important for businesses? Let’s see why you need to attract organic traffic to your site and how you can get free traffic with content marketing.

Why You Need Organic Traffic

So, now we know the general difference between paid and organic traffic and how to distinguish it in the search results list. Usually, you see the paid ads at the top, followed by organic results.

But is there any logic in how search algorithms sort and list organic page results? Yes, people see the most relevant content and trusted sites in the top positions.

Driving organic traffic takes SEO efforts. And paid ads are reached by running PPC campaigns, so you have to constantly invest in paid search campaigns every time someone clicks on your link.

Yes, PPC has its advantages and can bring you results faster than SEO. However, it will be ineffective if you stop paying. This is why you need to ensure consistent organic traffic regardless of your ad spending budget.

As a matter of fact, most users consider non-advertising results to be of higher quality. According to 49% of marketers, organic search makes the most profit. In terms of mobile searches, organic traffic accounts for 56% of visits.

People are more willing to click on non-ads because such sites prove their trustworthiness. And you don’t pay for the clicks.

That’s why you need to attract the most relevant groups, namely:

• to revise and optimize your content;
• increase your site speed;
• improve usability;
• among other things.

Suppose you have an eCommerce store. You can improve the product pages to get Google rich results (namely, snippets) with additional info like the item’s rating, price, etc. They provide a comprehensive look at what the page contains and produce better organic CTR. Here’s how they look:

Screenshot taken on the Google search results

Let’s dive into other ways of attracting organic customers.

Attracting Organic Traffic: Where to Begin

You can start by ensuring that your site works flawlessly, is easy to navigate, and is friendly for mobile devices. This first tip applies to all websites, regardless of the field of business. 

Why do you need it? Because Google cares about lots of stuff when ranking a site, including:

• site speed;
• ease of navigation;
• content relevancy;
• whether a site performs bug-free;
• and more than 200 other criteria.

It’s not only some robot requirement. It’s how your users perceive your site. And if they have to wait or wade through a complex structure, they’ll leave you alone with your resource. It deteriorates the site’s metrics and indicates user dissatisfaction to search engines.

For instance, if we bring up online sales, some eCommerce store owners decide to rebuild their sites as progressive web applications (PWAs) for site optimization purposes.

The essence of the PWA technology is simple: the site behaves like an application and looks like one. But it works in the device’s browser just as a regular site, so the pages can be seen by search engines. Plus, it doesn’t require downloads from app stores or any updates on the user’s end. It’s a kind of like an optimized site and an application hybrid:

• it can work offline;
• doesn’t depend on the Internet speed; 
• it’s faster than the regular mobile version of the site.

Due to PWA’s high load speed, usability, and convenience for mobile users, search robots rank PWA sites better and are likelier to put them at the top of search results. So it can help to attract more organic traffic.

Well-built Magento PWA examples provide their owners with even better UX/UI and improve the site’s metrics. Mentioning non-eCommerce PWAs, such companies as Twitter, Instagram, and Forbes have already made the switch too.

Below I’ve put together four more ways to attract more organic traffic but with the help of content marketing.

4 Best Content Marketing Strategies of Increasing Organic Search Traffic

Your site doesn’t exist in isolation. You need to make it more accessible for search engines to rank it higher than the competition. And this part of the work is called SEO. SEO includes:

• improving the site;
• working on link building;
• tweaking the content structure;
• among other moves.

These steps boost the site’s visibility in search. Let’s see how you can help your site compete by implementing a wise content marketing strategy.

1. Determining Your Audience

A successful content marketing campaign begins with knowing your audience. You want the content to be in tune with your audience, right? So there is one way to know your primary “target”.

Gather demographic information: age, gender, education, income. You can collect this data on the web, social media, and via email subscriber analytics.

Here is an example of Google Analytics Audience Overview. You see which market categories your website visitors represent.

Screenshot taken on the official Google Analytics YouTube channel

2. Will Your Content Appeal to Your Target Audience?

Users come to your site for content that answers their questions. How can you satisfy their intentions? Provide the information they need.

Once you’ve completed the first step and analyzed their interests, draft a content plan and create high-quality pages to cover a specific intent. What can you do with existing content? Improve it by enriching it with relevant add-ons.

Cover a specific topic and keep to the point. Vague discussion articles on different issues don’t get high positions. 

The same happens to online shoppers, for example. They want to get all the needed product characteristics and decide whether to buy it or not. An example of how a brand is reaching out to its audience is RefrigiWear. They describe their jacket in detail, as you can see in the screenshot.

Screenshot taken on the official RefrigiWear website

Company content creators use the pronoun “you” and ask questions, creating a conversational effect. They give a complete picture of how this item will feel when worn: “warms up 4x faster”, “you can move freely”. And they also write who this jacket is suitable for: “for folks working in cold, brutal conditions”.

3. Include Relevant Keywords

Keywords show search engines the relevance of the content to the query. Relevant keywords help you optimize your content so that the page most accurately reflects its purpose. If a person inserts “buy [product] online [country]”, they need an online store to get it. 

How do you determine the best keywords? First, you research them using Google Search Console or tools such as Ahrefs, Semrush, or their analogs. 

What queries do users enter most often? What keywords do your competitors employ? Note that it will be more difficult for you to compete with top brands for high search queries.

How do online stores improve their SEO with keywords in product descriptions? Check out the demonstration of the Public Goods product page. They use the primary keyword expression “shaving cream” a couple of times and enrich it with other words such as “improved shaving cream formula”.

Screenshot taken on the official Public Goods website

4. Conduct Content Audits

What is a content audit? It’s checking the site’s content for errors and violations of search engine requirements. As a result, you know what to delete, update and fix, and leave as it is.

For example, how is the content constructed? People need to skim through the text easily. 

Another step can be finding out which pages aren’t converting. The reasons for this are endless, including the absence of calls to action.

The three aspects of any analysis are:

 The quality of the texts.

Are there any mistakes, typos, or waffle? They spoil the visitor’s impression and reduce the site’s credibility. Poor quality amplifies the bounce rate and decreases the site’s ranking.

 Usefulness of information.
Do viewers find the answer to their question? It’s a subjective factor, but you can look at other metrics to check it. If the bounce rate is low, users visit several site pages and link to you on third-party sites, then your content is valuable.
 

 SEO compliance.
Is the content long enough? Does the page have keywords, meta tags, and the Alt and Title tags for images? You also need to include LSI keywords to specify the page topic. The piece must be unique, structured with H1-H6 headings, and include links to other resource pages.

To Wrap Up

One of the top SEO objectives is to magnify organic traffic. Why do you need it?

Online sales are growing, so is the cost of the client. It’s hard to compete with enterprises with a big ad budget if you don’t have a steady stream of buyers. And that’s how organic traffic can help you.

Take care of your customers. Produce relevant and first-rate content and publish it on a user-friendly website. And you’ll see how the number of target audiences with high buying potential will increase.