Increasing website traffic has become increasingly difficult given the saturated online business landscape. Every online business website needs an audience for its content which means traffic.
Your target customers will only reach your website if you are placed in relevant search results, ideally above your competitors. Otherwise, users might click through your competitor’s sites and never come to you.
Search engine optimization is the art that helps you place your website on top spots in relevant search engine result pages (SERPs).
Fortunately, driving traffic to your website isn’t challenging if you have a well-thought-out SEO strategy that you keep tweaking as per analytics and the latest trends.
This blog will help you carve out SEO plan for your website to drive quality traffic by discussing the most significant aspects to focus on. Without further ado, let’s begin:
HOW TO DRIVE TRAFFIC TO YOUR WEBSITE IN 2023
We will shed light on what you should focus on to boost your website’s traffic.
Core Web Vitals
These are a set of three metrics that Google uses to evaluate a page’s experience. These include:
- Largest contentful paint: LCP evaluates loading performance. The largest contentful paint should occur at least before the first 2.5 seconds since the page starts to load, as per Google.
- First input delay: It evaluates interactivity. Google suggests trying to have an FID lower than 100 milliseconds. Note that INP (Interaction to Next Paint) will replace FID from March 2024 as a Core Web Vital.
- Cumulative layout shift: It evaluates visual stability. Google suggests having a CLS under 0.1 to offer a good user experience.
Google recommends trying to improve your core web vitals to improve rankings in related search results, which in turn will drive quality traffic to your website. Google algorithms now prioritise pages with good Core Web Vitals in addition to other page experience elements.
Here are some ways in which you can improve your pages’ Core Web Vitals:
- Head to the Google Search Console to check the core web vitals report, which displays your pages’ performance on mobile and desktop devices. We recommend only focusing on mobile results as Google now indexes pages on mobile first.
- Try improving the performance of poor URLs by fixing the issues the report is showing. It could be a cumulative layout shift, the largest contentful paint, the first input delay or a combination of them.
- If your page has a lower CLS score, strive to enhance the page’s stability as it loads. Compress the images, and use a lightweight theme. But your page can still have a poor CLS score if it contains embedded videos, multiple high-resolution pictures and animated images.
- You can try writing your site’s code from scratch or make minor changes per your specific situation.
Google Passage Ranking
It is a search technology developed by Google in 2020. Google uses it to rank certain sections of a page independently.
Google Passage ranking enables it to position specific, related passages from a particular page, and not just the page itself.
This feature doesn’t consider the relevance of an entire page, rather it only weighs up the relevancy of a particular passage on that page.
That doesn’t mean that Google has stopped evaluating the entire pages. But this feature increases the chances of a single page earning the top spots if it is optimized and ordered.
Here is what you need to do to optimise your content for Google passage ranking.
- Categorize your content in distinct passages, as Google will now see each section of your app as a mini web page. So, organize the content in clear sections to help Google make out the passages easily to rank them.
- Long-form content was always a ranking factor as it offers a better user experience, and attracts more backlinks and social shares. Now, its ranking chances have increased by manifolds as Google can see each passage on a page as a different page and show them in search results.
Optimize for Featured Snippets
Featured snippets get loads of clicks from the number one ranking position in SERPs. You should try ranking your content as a featured snippet to directly get quality traffic to your website.
How to do that? Here are some steps to follow:
- Find your target keywords that you are already ranking for in the first ten positions. Filter out those keywords that have a featured snippet to them. Most of the featured snippets are fetched from the first-page result pages.
- Secondly, see the Semrush organic research report to find the terms your site ranks for and which also have a featured snippet.
- Incorporate a 40 to 60 word-long content piece in your pages purposefully written to rank as a featured snippet. A study found most featured snippets are 40 to 60 words lengthy.
- Modify your content for different types of featured snippets, such as paragraph snippets and list snippets. A paragraph snippet is a concise yet satisfying answer to a specific search query that you specifically design for featured snippets.
- Use H2, H3 or H4 for every item or pointer on your list to rank for list snippets. You should evaluate your HTML to check if it’s set up properly.
- Create tables that the search engine could easily fetch information from to rank in table snippets.
Craft Meta Titles That Align with The Keyword Intent
Google displays the meta title on their SERPs for search queries. Metadata ascertain how a page shows on search results. They play a vital role in earning clicks for pages.
Clicks from searchers lie at the front and centre of organic traffic. Search engines use them as one of the significant metrics to rank pages in search results.
According to Google, meta titles are crucial to offering visitors a swift idea of the content of a page and why it matches their query. It’s usually the number one source of data searchers use to choose a result to click through so it’s essential to craft high-quality titles for pages.
Meta titles can help your page stand out in front of your target audience. Here are some actionable tips to write the best ones:
- Write unique titles for every web page
- Write titles of less than 55 characters
- Use the same title or sentence case on all your pages
- Add your primary keyword
- The title should align with the keyword intent
Write Compelling Meta Descriptions
A meta description comprises two to three sentences that summarize a page’s content. Google shows it on their SERPs. The meta description does a remarkable job at attracting clicks from searchers, increasing your traffic.
While crafting an outstanding page title can catch the eyes of searchers, there is nothing more irresistible than a captivating meta description to earn clicks to pages.
In Google’s opinion, a meta description tag needs to inform and interest visitors with a succinct, relevant overview of what a certain page holds. They act as a copy that convinces the searchers that the page contains the content or information they are hunting for.
Use Internal Links
Earning backlinks is a crucial and popular approach for improving SEO, but internal links are also a remarkable way of helping your pages reach top spots in search results.
Page Rank is a Google metric that can gauge the significance and worth of a URL by the quality and quantity of pages that link to it.
Businesses should strive to get backlinks from pages with a good PageRank to get a share from their authority and rank higher. Similarly, place links of your high-priority pages on your lower-priority pages on your site to pass that PageRank back to your preferred pages.
Here are a few hacks to use internal links better:
- Improve your website’s structure to rank higher
- Identify and upload your sitemap to Search Console
- Include breadcrumbs to product categories to immediately develop internal links
- List down the high-value target pages you want to rank higher
- Find the pages on your site that have the most page Rank and authority (You may use a free tool such as Moz Toolbar for Chrome, Surfer SEO or its alternatives etc.)
- Incorporate the URL naturally on the authority page utilising anchor text relevant to the search term you want the target page to rank for.
- Find the best anchor text to link by googling with this search operator — site:yourdomain.com “search term related to page”.
Visual Search is On The Rise
Visual search technology is gaining traction for a reason. It’s an extremely capable technology. Google Lens can recognise nearly 1 billion things and the number is growing.
Open Bing visual search on your device and you will find it can also recognise pretty much anything.
Users perform a visual search for purchasing products, finding landmarks, recipes, directions, local brand reviews, translation, nutrition content and more.
Here are some pearls of wisdom experts have found after some good research work.
- In Google Lens, 90% of results came from a website that cracked Google’s mobile responsive test. Essentially all Google Lens searches are performed through mobile phones which is why Google might rank mobile responsive sites higher.
- Conventional image SEO approaches such as optimizing alt text and image file names can also help you rank higher in Google lens results. Pages and websites with high authority have a good chance to show up as Google Lens results.
- Google Lens usually fetches image results from content-rich pages (1600 words on average). You might feel astonished at this finding, but Google particularly says that the written content on a page is crucial for image SEO. It puts two and two together.
Some website owners work on their design and development but do only average work to optimize their pages for search engines. SEO lies at the heart of digital marketing and requires proper planning. It results in higher rankings which display your pages in front of your target customers.
Driving traffic to their website is paramount for any business that wishes to nail the online world. Quality traffic translates to conversions and sales, the ultimate goal of any brand that jumps on the digital train.
FAQs (Frequently Asked Questions)
Q1. How to increase website traffic for an online business?
Here are the things you should follow to increase traffic to a business website:
- Perform search engine optimization
- Utilize social media sites
- Develop top-notch content that users will like to share
- Create pay-per-click campaigns
- Use influencer marketing
- Write emails to access your subscribers
- Pich to websites for guest posting
Q2. What should I analyze to drive website traffic?
Here are a few analytics you should monitor:
- The number of site visitors
- The geographic breakdown of traffic
- Browsers used to access the website
- Devices used to land on your website
- Bounce rate
- Average browse duration time
Q3. Is writing good copy important to drive traffic to a website?
Yes. Quality copy and content impress visitors so that they want to visit the website again. Traffic isn’t only about earning initial clicks. When you craft copy with your target customers in mind, you increase your chances of converting them.
Q4. What are rich snippets?
They are search listings that add content about an item’s cost, availability and number of reviews. They help users learn more about a specific product or site at a glimpse from the SERPs without having to click through. Rich snippets can augment the number of visitors you get from search engines.