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SEO In 2023: How To Drive Organic Traffic To Your Website

SEO has become an important long-term strategy for businesses in a world where people would rather perform a search online than speak with a salesperson. And while it takes time and a lot of work to improve your SEO, it has consistently shown it can provide better returns than paid tactics. This is where organic traffic comes in. 

This article discusses the importance of driving organic traffic to your website and provides actionable steps you can take to boost your SEO in 2023. 

Organic Traffic Defined

Before delving into how to drive organic traffic to your website, it’s important to distinguish between organic traffic and direct traffic. 

  • Organic – This refers to any traffic from a search engine that isn’t paid for. It’s a result of your SEO and inbound marketing efforts. Essentially, when search engines like Google think you have the best answer to search queries, they show you in search engine results pages (SERPs). 
  • Direct – Direct traffic refers to website visits that don’t come from a search engine or any referring website, such as links posted on social media platforms. This could result from helpful URL slug tips and other on-page optimization techniques. Whenever traffic comes from an unknown source, it will likely be considered direct traffic. 

Defining direct traffic isn’t always as clear-cut, but for this article, that’s enough of a distinction between organic and direct traffic. 

Why Organic Traffic Is Important

Organic traffic is crucial to your marketing efforts because it’s targeted. Users who click your website from SERPs are there because they have a specific intent. For example, if a user searches for ‘how to unclog sink’ and finds a solution on your website pages, they’re more likely to convert. 

How To Drive Organic Traffic To Your Website

There are many factors contributing to organic traffic. Of course, ranking well on SERPs is primary to this. Below are effective strategies to take your organic traffic to the next level in 2023. 

1. Identify Keyword Gaps

This practice entails analyzing keywords your competitors are targeting and finding those you aren’t. Identifying keyword gaps will show potential content topics users aren’t currently getting from you. 

You can use keyword tools like Semrush, which has a Keyword Gap tool. All you need to do is enter your domain and your competitors, and it will show you the keywords you’re missing out on. Finding keyword gaps will help you conceptualize content and tailor it for your audience. 

2. Increase Efforts Toward the ‘People Also Ask’ Section

When you search for something on Google, questions sometimes show up under the first result. These are questions related to the initial query. When you click those questions, you get answers from different websites and a link to that page. 

If you’re already performing well for a specific search, the ‘People also ask’ section won’t do much for your organic traffic. However, if you’re not ranking for a particular keyword, showing up in the ‘people also ask’ section allows you to rank where you otherwise don’t. 

To address this, you can look at ‘Related searches’ at the bottom of Google SERPs. Usually, there’s an overlap between search terms found there any questions in the ‘People also ask’ section. Some keyword research tools like AnswerThePublic can show you related questions to any user query as well. 

Use your findings to optimize your content for those keywords. This is particularly helpful for targeting people unsure of what they’re looking for.  

3. Perform Regular Content Audit

It’s standard practice to audit and keep all existing content up to date. Auditing content could entail simple updates to the information that may have changed or merging blogs and low-quality pages with other more relevant content. 

Moreover, audits can show you pages that have lost rankings. This could be due to search algorithm changes, better competing content, or a shift in user search intent. Either way, auditing your content will show you which pages you can improve. 

4. Pay Attention To Content Formats Of Search Engine Results 

SERPs can show different content types, depending on the user query. While typical search results will yield website links, ‘People also ask,’ and ‘Featured snippets,’ there are certain keywords that feature video content, for example. Meanwhile, other consumer goods-related searches could return images from product pages. 

Paying attention to the format variety on SERPs can guide you on what type of content to create. For example, if a query has informational intent, how-tos or blogs might offer the best value.  

Final Words

With changing algorithms and an ocean of content regularly published, working on your SEO can be an unending challenge. But in this digital age where most people turn to search engines for information, the work you put in will be well worth it. 

Take stock of your current SEO efforts and see if any tips above can improve them for the coming year. 

John Harper

#1 File Information bestselling author John Harper loves to dispel the myth that smart men & women don’t read (or write) romance, and if you watch reruns of the game show The Weakest Link you might just catch him winning the $77,000 jackpot. In 2021, Netflix will premiere Bridgerton, based on his popular series of novels about the Why Files.

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