ORGANIC TRAFFIC (2018)

OVERVIEW

Google Analytics is a vast platform, but here is one of my guides in a Q&A format that may well help if you want to dig deeper.

Using a ‘segment’ you can create, for instance, a breakdown of the % of Organic, compared to a year before:

It’s very easy to get caught up on Vanity Metrics.
But the truth is – unless that traffic is turning into customers, is it really worth having?

What you do want, however, is your GOALS to be set up (mentioned earlier) and each page to be optimised to be driving the outcome of achieving more goals.

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SEO CAMPAIGN

Below is an example of the lift in traffic from a Local SEO campaign that happened at the start of March:

As you can see, traffic volumes started to lift quickly.

The campaign we ran used BrightLocal.com, and included the following actions:

  • Increasing citation accuracy and consistency (i.e. how your business appears across the web)
  • Citation volume
  • Review volume and quality
  • Improved internal linking within the site
  • Backlinks from high authority/relevant pages
  • Geo tagged photos added to listing (in June)
  • Target keyword ‘pages’, shared across social (inc. my personal network)
  • Target keyword blog posts, shared across social

All this can contribute to steady and sustained growth in traffic for both Local listed keywords, and national.

In the example below, it has led to steady growth throughout the year, as you can see from June:

And then into July:

Which can be compared to last year’s (2017) biggest month:

In addition to BrightLocal.com I would recommend you use Moz.com for overall SEO.

Below is a snapshot of the same information:

…but with Moz.com you can drill down to a keyword level as to the source of the traffic.

Here are a few things to consider:

♦ You want to optimise your website for the highest possible volume of the most likely conversion to customers, not just to ‘get more traffic’

♦ Don’t think in terms of overall traffic numbers but instead focus on your business pages i.e. a blog may rank well but be TOTF, compared to a product/services page

♦ You may want to pay particular attention to the SEO for your Landing Pages as they may convert the best

Note: get your landing pages to rank for higher quality traffic can be very valuable, and you may well be paying on e.g. Adwords for each equivalent keyword.

Sometimes Moz.com will see your landing page as different to your perspective. This may be down to the presence or absence of a ‘top menu bar’ on your website i.e. you may have landing pages which are integral to your website, and those stats are included within the general ‘visits’ stats e.g.

Tip: you need to know your outcome to each page on your website; in the example above, think ‘how best can this page serve new visitors’?

♦ Your website will rank better if it is higher authority (as a rule) – as such, look to be cited by other websites (via links) that are genuinely pointing people to you as a resource

♦ Moz.com will tell you about obvious issues you have on your website that could be preventing pages from ranking well

♦ When you look to make changes to your website, you want to consider the effect the changes may have on Search rankings. As such, making one change at a time, and testing the results is a safe option when you have multiple changes

♦ Creating content, sharing on social media where it gets engagement, is generally considered to create ‘freshness signals’ to the Search algorithms – but make sure this approach aligns to your overall business services.

Finally…

Search Engine Optimisation (SEO) doesn’t need to be a ‘black box’ of activities and results.
When you connect the traffic to the pages, to the outcomes on those pages, you begin to see where to optimise – which is essential in your overall Digital Marketing Strategy.
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