Article

Yasmine Dehimi
Yasmine Dehimi 3 July 2020
Categories B2C, Content

The Key to Securing Organic Traffic: How Content Has Become The Most Powerful Tool in Marketing

We've all heard it; content is king. But how did it become the most powerful tool in marketing? And is it possible to secure organic traffic without it?

Every business should invest in SEO to maximise organic traffic from search engines. Those who don’t leverage the benefits of SEO are left behind and lose out on business opportunities every day their websites lack optimisation.

Boosting organic traffic is key to securing maximum visibility, which in turn lead to reaching more of your target audience. With 2 billion people online, 93% of which begin on a search engine (SmartInsights); there are millions of opportunities for your brand to be found via Google and search engines alike.

We’ve all heard it: content is king. Not just in the eyes of search engines but consumers value content now more than ever. It answers audience questions, queries and searches; builds trust, and creates a relationship between you and your customer base. Customers expect their favourite brands to provide answers and engage with them through their websites, blogs, and social media. Marketers no longer have a choice but to make content their most powerful tool.

Optimised Content Pulls in ‘Quality Traffic’ 

Organic traffic is the best for your brand since it comes from people actually searching for the problem you solve. They don’t find you by chance, rather by your efforts to make sure your solutions are available to them. 

The strategic use of keywords in optimised content effectively allows search engine bots to match your content with searches. Of Google’s ranking factors; content that’s high-quality, engaging, informative and complete; is ranked well. 

That’s why it pays to have a professional copywriter on your side to craft the most compelling, fact-checked and original content; that’s both appreciated by Google and prospective customers. By ensuring that your marketing content is optimised according to Google’s algorithm, your chances of ranking well in SERPs and drawing in waves of organic traffic are increased. 

Hence, the most powerful marketing tool is no longer pushy and invasive advertisement; but informative and inviting content. In fact, content generates over three times as many leads as outbound marketing and costs 62% less (CMI). Consumers of today demand instant and continuous, up to date information, and without it, you risk losing a large portion of potential customers to your competition.

Organic Traffic is More Likely to Convert 

It should be noted that other forms of traffic can be valuable to lead generation, like social media shares, but waves of traffic sourced from the search engines have a particularly higher conversion rate

Whatever you want your audience to do, be it like, share, subscribe, buy; it’s likely that they’ll already be inclined to do it. They’ve searched for a particular solution, product or service and have been strategically shown your website. Once they find you, provided your content is reflective of your title and is of high-quality and engaging enough, there are few reasons for them not to convert. 

Content Impacts Audience Decision Making 

Consistent, high-quality, and engaging content impacts audience decision-making more than any other technique. Here’s how to make the most out of each word to generate leads and boost conversions.

Blogging regularly is perhaps the most powerful way to increase organic traffic to your site. Away from your website, where your landing pages and conversion tools await, your blog allows you the chance to go into more detail to create a large catalogue of persona-optimised content centred on your niche market. Embedding natural links to strategic website landing pages is a sure way to boost conversions. 

The success of this strategy depends on the quality of your blog posts as well as the design of your website landing pages. Professional copywriting can help create the most informative and compelling content on your blog to drive readers to engage with your company website.

Think strategically about your keywords, and remember, the online space is a competitive world. The internet is saturated with content on every conceivable topic. So, don’t just go with the most popular keywords in your market alone. Long-tail keywords that are more specific to your brand will prompt Google to identify your website as a destination for that very particular subject. Which in turn, boosts your ranking and online visibility. 

Meta descriptions matter, a lot. They’re often the hidden ingredients for a perfectly optimised web page. Simple but effective meta tags and descriptions tell both Google exactly what your content is about, as well as your target audience. Tools like Yoast SEO for WordPress and HubSpot’s SEO tools can help optimise each description to meet google’s standards. 

Whilst quality matters a great deal when it comes to securing organic traffic, so too does quantity and frequency. Although, never at the cost of quality. Consistently creating and frequently publishing quality content opens the door for more organic traffic. Make the most of your position in the market by staying on top of industry news and publishing thought-leadership articles. In today’s ever-evolving world, you’ll never be short of article ideas.

A large enough, informative and quality backlog of content should be linked in blogs and on your website to guide visitors to more relevant content. Doing so keeps visitors on your website for longer, which boosts SEO and your search rankings. Remember, Google’s a fan of incoming links- especially when they’re from authoritative and trustworthy sites. Guest blogging is a great way to build quality links.

Some links can damage your SEO reputation. Keep great company by guest blogging for and associating with quality websites. The more incoming links you have, the higher your site ranks, since it becomes more authoritative in the eyes of Google and other search engines.

Gone are the days of intrusive advertising. So marketers may as well get on board with giving consumers precisely what they want. Content- and lots of it. 

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