By Jaime Nacach
Generating organic search traffic is hard. If anyone tells you it’s simple, they have lied to you!
Consider this scenario: If your website is fairly new, all your content pages will take 5 to 12 months because they can rank highly on Google. It’s a fact!
Why? It’s because Google has to test your new content against the competitors’, in order to determine which one is most valuable and answers the user’s search intent (not query).
More so, Google wants to know if your content fills the gap that your competitors have ignored or missed out on — before they can rank your page in their top organic results.
It doesn’t matter how many links you build to your new pages. It may not rank in the top 50 either. Worse, you could get penalized if you attempt to manipulate your rankings with lots of unnatural links and not allowing Google to do their thing.
However, you can speed up this entire process by designing your website for conversion, and optimizing the landing pages properly.
The better your site structure, the more chances you have to rank high in Google search results pages and stay there. Let’s examine some of the proven ways to do it.
1. Target your personas, not search engines
Who are your ideal website visitors, buyers, and potential email subscribers?
These are the people to optimize your landing page for. Before writing your landing page, you should have a persona/profile of your ideal customer. Is she a nursing mother or a marketing executive?
Here’s a good example of a persona:
You need to list as many details about this ideal customer as possible. Then write your landing page as if you’re having a conversation with the person using their own terms and style. The benefits of doing this include:
- Connecting better with your potential customer.
- More organic traffic as they use conversational terms to search (especially in voice searches).
When Michael Karp wanted to write about how to fly a Quadcopter, he wrote a post he thought would give the user the best experience possible. This led to 20,314 organic page views in 6 months to this post.
In addition, the post captured 2,335 emails. You can never lose when you write to provide value for your ideal user — especially after mapping out your persona on a paper or using any of the tools out there.
2. Develop a hierarchy before you launch your website
A site hierarchy separates your website content and pages into levels and makes your content easy to navigate for both search engines and potential visitors.
You probably have more than a landing page on your website. These landing pages could be for different products or purposes.
Will the landing page be a category directly from your domain name (for instance www.example.com/landingpage) or grouped under a product (for instance www.example.com/shoes/winter-shoes/landingpage) it’s meant for?
Read more here:: B2CMarketingInsider