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How to grow traffic to your website organically?

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-By Shreya Bhardwaj

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 Contents

  • Organic Traffic (SEO) vs Paid Traffic (SEM)
  • Evolution of SEO
  • Pillars of SEO
  • Common SEO Traps
  • Framework to build a successful SEO centric content strategy
  • Future of SEO
  • Tools for SEO

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Organic Search Results vs Paid Search Results

Paid Search Results

(Search Engine Marketing)

Organic Search Results

(Search Engine Optimization)

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Organic Traffic (SEO)

Paid Traffic (SEM)

  • Low Cost to Acquire

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  • Compounding Returns in the long-term

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  • High effort

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  • Results in the medium to long term

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  • High Cost to Acquire

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  • Diminishing Returns in the long term

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  • Relatively low effort

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  • Immediate Results

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  • Immediate Resul

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How many of you go past the 1st page of Google SERP?

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According to an analysis of 4 million Google search results, just 0.63% of people click on the second page of Google search results (Backlinko, 2022). ​

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If users can't find what they're looking for on the first page, they usually end up changing their query instead of clicking to the second page.​

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What are Search Engines trying to do?...

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  • Find and understand all the content on the internet 

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  • Deliver relevant, trustworthy and authoritative content which would be relevant to their users

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Types of Search Intent

  • Informational Content: How to start weight training for beginners?

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  • Transactional Content: Buy Gym membership 

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  • Preferential Content: Best Gym in Noida

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  • Navigational Content: Gym near me

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Evolution of SEO

2011

2012

2013

2015

2021

Panda

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Penguin

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Humming Bird

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Rank Brain

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Page Experience

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Penalised thin content (low content quality, duplicate content etc)

Penalised poor-quality backlinks

Penalised keyword stuffing

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Analyses the search intent and serves relevant results using its machine learning algorithm 

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Focusses on loading, interactivity, and visual stability of a web page

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LCP, FID, CLS

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Pillars of SEO

Content

Technical

On Site Optimization

Off Page

Authority Building

  • Expertise
  • Authority
  • Trustworthiness
  • Relevance
  • Recency
  • Exhaustiveness
  • Richness
  • Call-To-Action

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  • Speed
  • Crawlability
  • Indexability
  • Mobile Friendliness
  • Page Title 
  • URL Slugs
  • Meta Description
  • Header tags
  • Keyword Optimization
  • Image Alt Text
  • Internal links
  • Structured Data
  • Backlinks
  • Reputation Management
  • Local Search
  • Social Media Presence

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A successful SEO Centric Content Strategy is built around topics NOT keywords​

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SEO Traps​

Selecting low volume keywords to rank easily 

Selecting highly competitive keywords with high search volumes

Easy to rank but low business impact

Difficult to rank but high business impact

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Framework for Creating Content Strategy​

Identify topics relevant to your addressable market

Determine topical authority for those topics

Prioritize adjacent topics

Outline content strategy

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  1. Identify topics relevant to your addressable market 

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  • Start with broad themes and then narrow it down

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  • Connect themes to business

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  • Identify the competitors on SERP for these themes

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  • Analyse the competitors to understand what topics should you target

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2. Determine topical authority

  • Perform a branded keyword search using Google Search Console: Check SERP position, number of impressions & clicks for each keyword

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  • Review the keywords that drive your business

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  • Group similar keywords and identify themes that you have topical authority

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  • Rank all the themes (identified in step 1) in order of topical authority: High, Medium, Low 

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Topic Prioritization Template

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Long Term Priorities

Ignore

Medium Term Priorities

Short Term Priorities

Topical Authority

Keyword Volume

High

Low

Low

High

  • List all the topics in this quadrant.

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  • Decide your priorities basis this template.

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3. Prioritize adjacent topics

  • Identify adjacent topics that help you build authority for the master topic over time 

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  • Break each topic into subtopics & keywords based on volumes & competitiveness

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Best Gym in Noida

Gym wear

Gym shoes

Gym supplements

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4. Create growth-oriented content plan ​

Existing Content

New Content

Short Term Priorities

Medium Term Priorities

Long Term Priorities

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Future of SEO??

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Some Tools for SEO Success

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  • Moz
  • Ahrefs
  • SEMRush
  • SimilarWeb
  • Google Search Console
  • Google Analytics
  • Yoast 
  • Page Speed Insights

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About Me

  • Senior Product Marketing Manager for Bluehost
  • WordPress user since 8 years
  • Actively involved in the WordPress community since 2020
  • Twitter: @shreya8bhardwaj
  • Linkedin: https://www.linkedin.com/in/shreya-bhardwaj-40441999/