If you own a business online, you probably know by now that search engine traffic is a big deal.
Due to this, the competition to get a top spot in the search engines (especially Google) is becoming stiffer by the day.
Also, search engines work in a really unpredictable manner. Such that, what works previously, might not really work today.
Let's explore the strategies you can use to unlock search engine traffic in 2020.
Recent research by BrightEdge highlights the importance of search engine traffic. According to the report, search engines account for about 51% of all website traffic - trumping other sources of traffic, such as social media and paid Ads.
This shows that, if you’re not focusing on optimizing your content for search engines as an online business owner, you’re leaving so much on the table.
Research conducted by SparkToro further reinforces this fact. According to SparkToro, Google currently accounts for 57.8% of referral traffic on the web. Aside from Facebook which records 5.2% website traffic, other search engines such as Yahoo and Bing account for 4.3% and 3.7% of website traffic, respectively.
From the above, you can see that in 2020 and beyond, search engine traffic continues to remain relevant. And this is why businesses continue to invest heavily in it.
According to Borrel Associates, businesses and brands in the United States will spend about $79.27 billion on SEO services in 2020.
As you can see, the amount that businesses spend on SEO services continues to increase year over year. If it weren’t that important or getting them results, they would most likely not do so.
Here are some other reasons why search engine traffic still matters for you as an online business owner in 2020.
1. You Spend Less to Generate More Leads
If you’re looking to get more leads for your business and spend less money to do so, then you should leverage search engine traffic. This is because, if you optimize your content for search engines, chances are that you’ll get more results from it in the long run.
According to Demand Metric, by using content marketing alone, business owners get results that outperform traditional marketing in terms of ROI.
Also, the amount they spend while doing so is 62% less compared to if they use other traditional forms of marketing.
2. You Gain The Trust of Your Audience Easily
Gaining the trust of your audience sure matters to you as an online business owner. If you want to gain this trust easily, then you should optimize your content for search engines. Not only is this true for text content, but also with video as well. If you are offering any type of service or products, video testimonials can make a huge difference when trying to gain the trust of your audience.
When you do, you’re most likely to show up in the SERPs when your target audience search for keywords related to what you do.
Since most people trust results from search engines, chances are that you’ll gain their trust that way.
In fact, about 61% of consumers in the US have made a purchase after stumbling on a blog post.
3. You Get Website Traffic On Autopilot
This is one of the most important reasons why search engine traffic continues to be useful. If you create content and optimize it for search engines, you’ll continue getting website visitors and traffic on autopilot.
Unlike paid Ads where you need to spend money each time you want to get more traffic to your website. With search engine traffic, you only need to set it up once and you’ll continue getting targeted traffic without lifting a finger.
You can see from the above that search engine traffic is important and online business owners focus a lot on it. What if I tell you that, most people who create content and optimize it for search engines do not get any results from it.
Research by Ahrefs proves that this is the case. According to them, 90.63% of the content published online, do not get any traffic from Google.
This shows that optimizing your content for search engines isn’t just enough in 2020. You need to go the extra mile if you want to get any tangible results.
Wondering how you can unlock search engine traffic in 2020? Here are 4 strategies you should implement.
One of the best ways to succeed as a business owner is to have a system that manages your business effectively. This could be in the form of creating a policy to manage employees’ tasks effectively.
And if anything goes wrong with the policy, chances are that your system won’t work as supposed.
Similarly, if you want to get any form of results from search engine traffic, then you should start with a solid foundation. If you don’t, you’ll most likely fail with it.
The foundation that any business which optimizes for search engine traffic should start with, is keyword research. In fact, if you create content that nobody is searching for, your chance of getting any search traffic is slim.
So, by performing keyword research, you’ll understand exactly what your target audience is searching for.
That way, you can create content that ranks well and get traffic for you from these search engines.
To get started with keyword research, you can do a simple Google search. Say, your business is in the fitness niche, you can type the keyword “weight loss” into Google.
When you do, it’ll auto-suggest other keywords that people are actively searching for which are related to this root keyword.
As you can see, your audience is also searching for things such as “weight loss pills”, “weight loss foods”, “weight loss tea”, and so on.
With this information, you can get started. However, you don’t know exactly the number of people searching for each of them.
To find the volume of these keywords, there are free tools and paid tools to help you figure that out.
For the sake of this post, I’ll use Ubersuggest.
Let’s say, you want to target “weight loss tea” as the keyword to write on.
Once you input it on Ubersuggest, it’ll bring up the volume of the keyword.
As you can see, it has a monthly volume of 22,200. This means that it’s a high volume keyword and people are actively searching for it on the search engines.
If you’re just getting started with SEO, targeting a high volume keyword such as this might not be the best option for you.
In Ubersuggest, you can see other variations of this keyword and the volume it gets every month.
After performing keyword research, you now have an idea of what your target audience is interested in, then you can proceed to the next strategy.
Once you’re done performing keyword research, the next thing you need to do is create content.
While there are a lot of emphasis on creating content, there’s still a lot of grounds to cover in that regard. This is because a lot of content out there is fluffy, hence don’t generate organic traffic.
Here is how to create content that drives traffic from search engines.
If you want to create content that genuinely helps your target audience, then you should focus on publishing long-form content.
The reason is simple. There’s a high chance of solving your target audience’s problems when you publish long-form content. As they’re more detailed and generally thorough.
Also, numerous industry researches have shown that long-form content outperforms short-form content.
In a recent research, Backlinko found out that the average length of posts on Google’s first page is 1890 words.
Hence, if you want to stand any chance of getting traffic from search engines, you should publish long-form content.
If you want to create content that gets traffic from search engines, you should make sure that it meets the search intent of your target audience.
By search intent, I mean, ensuring that your content answers the questions of your audience correctly.
And guess what, knowing the search intent of your target audience isn’t a difficult process.
Say, for instance, you want to write a post targeting the keyword: “resources for freelance writers”
You can search for this keyword on Google and it’ll show you exactly what other websites have written on this topic.
As you can see, most of the ranking pages are writing list posts. This means that if you can do the same, you have high chances of ranking on Google.
Attracting users from search engines is just a piece of the puzzle. Ensuring that they stay longer on your website and come back for more is even more important.
This is because, if users stumble on your website through an organic search, click on it, and leave almost immediately, then you’re sending a wrong signal to the search engines.
In most cases, this could lead to your page receiving less organic traffic in the long run.
This is why you should create content for users and not just the search engines.
Some of the things you can do include:
Although search engine traffic could be a gamechanger for your brand, it takes some time for it to pick up. This is why you should spend a lot of time to promote your content after hitting the publish button.
One easy method is to have branded URL shorteners to increase brand awareness and click-through rates. Another way is through backlinks. The more you promote your content and get relevant backlinks to it from other websites, the higher your chances of ranking in the search engines.
A recent Perficient Digital study indicates that there’s a strong correlation between backlinks and rankings.
Here are some ways to build backlinks that drive consistent traffic to your website from search engines.
Guest posting has been in existence for a while and still relevant till date. Apart from helping you to show up as an expert and also to be well-known in your niche, it’s also great for link building.
All you need to do is to look for websites in your niche or other relevant niches that accept guest posts.
Before you decide on a website to publish your guest post on, make sure to check the content previously published on the website. This helps you to understand the type of content they typically accept and the tone of other contributors.
One of the best ways to get relevant backlinks to your content is through strategic collaboration with other webmasters and publishers in your niche.
The reason is simple. When you collaborate with others, you stand a chance of knowing about other link building opportunities that you never thought of previously.
Not only that, they’ll most likely keep you in mind whenever they’re working on any piece of content for their website or as a guest post.
You can reach out to website owners in your niche directly for a collaboration. Alternatively, you can join relevant groups on social media where other website owners hang out to network with them.
In most cases, forums serve as a means to show your audience that you’re an expert in your chosen niche. However, it’s also an effective way to promote your content in order to unlock search engine traffic.
To get started with this, I highly recommend that you should search the forums extensively, to have an idea of topics that generate a lot of interest.
Afterwards, you should take your time to answer these questions and if possible, add a link to your content where relevant.
Although this might take time before you get traction, it’s a great promotion strategy for your content.
Some of the popular Q&A forums you can join are:
For most online business owners, there’s a lot of emphasis on Google traffic and it’s understandable.
As I mentioned previously, Google controls a large chunk of search engine traffic. But does this mean that you should ignore other search engines totally?
Well, it depends on where you feel that your target audience are active most when searching for products online.
For most people, it’s Google, however other search engines are becoming more popular too.
According to Statista, while Google’s share of the search engines market declined from 91.7% to 87.96% between 2012 and 2019. The market share of Bing rose from 3.5% to 5.26% within the same period.
This shows that there are users on other search engines. If you want to unlock them, you should diversify beyond optimizing for Google alone.
Some other search engines you can get traffic from include:
Search engines have been shown to be the most consistent and reliable form of traffic for website owners.
In this post, I have shared with your four ways you can unlock search engine traffic in 2020.
When you do, you’re sure of getting traffic from the search engines that will help your website perform better.
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