Over the years, Google has mastered the art of analyzing search intent and answering queries with relevant web pages, as well as maximizing its advertising space by directing people to ads instead of organic listings.

This is why Google has become everybody’s go-to search engine, whether they’re looking stuff up online or trying to promote their company.

However, if you’re among those businesses that rely heavily on Google’s organic search traffic to generate leads, this is bad news. You’ll have a difficult time ranking in the SERPs.

Does this mean that SEO is no longer relevant and your business should just resort to paid ads? Absolutely not! SEO in West Palm Beach is and will always be relevant.

Since the SERPs are constantly evolving (there’s nothing we can do about that), what you should just focus on right now is to find the right tips and use the best strategy to boost your organic traffic.

Techniques to Increase SEO Organic Traffic

1) Implement Content Optimization Right Away

For most people, SEO entails publishing content regularly, targeting new keywords and getting links to those pages.

Technical SEO – refers to the process of meeting the technical elements of modern search engines. It involves strategies, including crawling, JavaScript indexing, rendering, linking, and more.

On-page SEO – is the practice of optimising elements (i.e., meta description, headlines, title tags, content, etc.) ON your website to earn more relevant traffic from search engines. All these on-site elements should include targeted keywords to help your website rank higher.

Off-page SEO – refers to optimisation techniques done outside your website. Inbound links, social shares, domain age, citations, and reviews are a few of the off-site ranking factors that help improve your search rankings.

While SEO is about befriending the search engines, it’s also crucial that you optimise your website for your readers. So how do you do it? Simple—develop a keyword strategy. You may use long-tail keywords that will identify your website as a destination for a particular topic.

But experienced SEO practitioners know that you can increase your organic traffic more strategically by optimizing your existing content through a process known as “content optimization.”

Content optimization aims to optimize a page’s on-site meta tags like:

• Including primary and secondary keywords at the correct densities
• Having an appropriate word count
• Ensuring great readability
• Having optimal meta title and description tags

With the help of a tool like ClickFlow, you can implement content optimization throughout your site easily and quickly.

Below are some content optimization tips:

• Find the right word count for your content

Every query demands different kinds of answers. Some queries are resolved quickly via featured snippets, others are better served with long-form content, while some work best with videos.

Find out what kind of depth is required to satisfy your target audience’s queries. Are they looking for listicles? Video tutorials? In-depth articles?

Once you identify the appropriate word count and the type of content your ideal customers want from you, it’ll be easier to rank.

• Use long-tail keywords

Earlier, we mentioned the importance of incorporating terms that establish context into your keywords to help Google better understand your content’s relevance to certain queries.

This is where long-tail keywords come into the picture. Long-tail keywords contain longer and more specific words. While they tend to have lower search volume, they target searchers who are closer to making a purchase.

By targeting the right long-tail keywords for your content, you can appear in front of users exactly when they need you and when they’re ready to convert.

• Experiment with your meta titles to optimize CTR

Your meta titles have the power to convince users to click on your search results, so use them to your advantage.

Unfortunately, some marketers focus on writing keyword-rich titles instead of writing compelling copies to attract clicks. No doubt, establishing relevance is important. However, don’t forget to consider how people decide on which search results to choose. So, don’t be afraid to experiment with your meta titles. It’s the only way you’ll know what works and what doesn’t with your target audience.

• Determine content with decreasing traffic

Keeping your content fresh and relevant to your target audience helps generate more traffic to your site.

That said, identify which of your blog posts have stopped driving traffic or ranking for relevant queries.

Over time, posts normally get outdated, but this doesn’t mean that they’re useless. Keep your content fresh by updating stats and facts, the year mentioned in the article, and the information you provide your readers in general. Don’t forget to replace links that no longer work with new ones.

• Determine any content gap

Another way to optimize your content is to conduct a content gap analysis. This lets you determine how your current content is doing compared to your desired content performance.

You’ll gain insights on how to improve your content, discover new topics your audience wants from you, and close gaps in the process.

• Create content that aligns with your audience’s search intent

Keep in mind that consumers are looking for solutions to their problems or how to fulfill a need or want.

To provide them content that sufficiently answers their questions, consider the intent behind every query they make.

What is it that they really want to know? What problems are they trying to solve? How do they want to solve them?

Try to cover questions and subtopics that are related to their queries. That way, you can answer questions before your audience even gets the chance to think about asking, increasing your odds of getting featured in the snippets.

• Find Appropriate Word Counts and Keyword Densities

Every SERP is different. Some queries are answered immediately in a featured snippet, whereas others are best served with 500-1,000-word sales pages. Then there are queries that require in-depth articles of 3,000+ words.

That’s all to say that there’s no right or wrong word count to aim for, as it’s purely contextual on the search query and its top-ranking pages. However, if you get this wrong, you’ll find it very difficult to rank.

You can use ClickFlow’s Content Editor to select the main keyword you’re trying to rank for, identify the appropriate word count and the keywords you should be optimizing for, and the frequency of use for best results:

• Identify Pages with Declining Traffic Using Content Decay

As you publish more content, traffic and rankings from your old content inevitably start to slip.

Posts become outdated, competitors update their articles, you stop building new links, and so on. Whatever the reason, it’s tricky to keep everything up to date while also pursuing new topics.

ClickFlow has a feature called Content Decay that identifies your top declining pages from your Google Search Console data. It shows you how much traffic (i.e., clicks) you’ve lost, and recommends where to focus your efforts to get that traffic  back:

Addressing your decaying traffic is one of the easiest ways to keep track of your older (but still valuable) content and prioritize where to spend resources on updating old posts compared to creating new content.

2. Provide Excellent User Experience

Google’s goal, just like any other search engine, is to provide the best possible results for all search queries users make on the platform. It’s one of the main reasons why it keeps updating its algorithm.

If it fails to serve its users with relevant content, these people are less likely to use Google again.

This is why Google’s core updates are usually content-related, although the recent update released in June 2021 called the “Core Web Vitals” is centered around user experience.

Google saw that it’s no longer enough for modern users to just receive relevant search results. They want access to websites that are mobile-friendly, fast-loading, easy to navigate and contain high-quality content too. Hence, the birth of Core Web Vitals.

Core Web Vitals are page experience signals that are in a website’s overall user experience.

• Page loading speed – The amount of time it takes for your web pages to load.
• First Input Delay – Measures the time it takes for your website to respond from when a user interacts with it, like clicking a link or tapping on a button. In short, it refers to your site’s responsiveness.
• Cumulative Layout Shift – Measures visual stability and helps assess how frequently your website visitors experience unexpected layout shifts. For example, you’re about to click on a link but the text suddenly moves so you end up tapping something else.

Consider Google’s desire to constantly serve its users with the best results when optimizing your site for SEO.

Since we know that people not only want relevant search results but also a great user experience, you should focus on both your site’s quality and its content.

This will help get visitors to stay on your site longer, which can ultimately boost your ranking on SERPs.

The logic behind this is that if a user spends more time on your site, it’s most likely because they find it useful, engaging, or entertaining. With Google aiming to serve its users only the best results, it will push sites with high retention rates and engagement rates to the top of the SERPs.

Here are some tips on how to provide your audience the best possible experience:

• Boost your page speed: Having a fast website improves your organic ranking and helps boost your conversions. Optimize your website so that it loads within three seconds or less, whether on mobile or desktop.
• Make your posts easy to read: Optimize the content of your website for readability. Write high-quality content, limit each paragraph to three to four sentences only, and structure your content with sub-headers.
• Utilize white space wisely: To help your readers scan through your content easily and better understand what your blog posts are all about, break up your sentences and make use of whitespace by adding images and other visuals in your content.

• Analyze how people navigate and interact with your site: This will give you a better understanding of the possible roadblocks that are stopping users from navigating smoothly across your site. It can also spark ideas for improvement.  
• Optimize for mobile: Since March 2021, Google has switched to 100% mobile-first indexing. In other words, mobile-optimized websites are going to be crawled first over non-mobile-optimized sites.

3. Use Entity-Based SEO

Entity-based SEO focuses on keywords AND context to define a search’s true intent, enabling search engines to provide users with accurate and more relevant results.

To boost your organic ranking, help search engines better understand what your website is all about by optimizing your content for entity-based SEO.

One way is by including words or terms relevant to your niche in your meta titles or inside the title tags to provide search engines context.

Context is crucial because there are a lot of keywords and phrases out there that have multiple meanings. Take the word “apple” for example, the term could refer to a fruit or a brand.

This is also where internal links and domain authority come in handy. Linking to relevant, authoritative sources helps establish context and boosts the trustworthiness of your page.

Google ranks pages that are trustworthy, authoritative, and shows expertise. So, to boost your organic ranking this 2022, your goal is to help Google recognize your relevance to specific search queries by establishing the context and by optimizing your website for E-A-T.

If you’re not aware, E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It’s a factor that Google uses to assess the overall quality of a site.

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