Digital marketing: 3 steps to increase your organic traffic

The acquisition of traffic is often considered as the basis of an inbound marketing strategy. In fact, the more visitors you have on your website, the more you will be able to convert some of them into leads, and the more you will be able to use them to turn them into customers. I noticed that we had also made significant progress, also with regard to our organic traffic.

1. SEO: Build your list of keywords

Before embarking on a battlefield, the most important thing to do is to put yourself in your customer's shoes . What exactly is he looking for? What queries will he use to search for products / services similar to yours? Each of the answers to these questions will reveal some keywords on which you should position yourself. Then do not hesitate to take a look at your direct competitors. What keywords did they position on? And most importantly, does it allow them to generate a lot of traffic? Tools like SEMRush and Open Site Explorer are very useful in this case.

Once your list of keywords is established, you will now have to evaluate whether each of them is worth the trouble. To do this, use the keyword planning tool from Google to find the most interesting keywords, that is to say those with a significant search volume while being the least competitive possible (see our article on the long tail strategy on this). It all depends on the strategy you choose (and especially the resources available to you) but keep in mind that you must first choose keywords for which you think you can position yourself high in the search engines. It is sometimes more interesting to be the big fish in the small pond than a small fish in the ocean.

2. Build your website around these keywords

At this point, you have identified all keywords that may bring you interesting traffic and for which you are willing to beat the competition. Now you have to go to the second step: optimize your website for the chosen keywords.

If you do not have a website yet, try to put your most relevant keywords in the URL if possible;

Think each of the pages of your website as being oriented around one or two keywords, and insert them judiciously in your titles, subtitles and descriptions of pages (be careful not to want too much to do, the on optimization keywords - or keyword stuffing - is a Google sanctioned practice, never favor search engines to the detriment of your readers.);

3. Engage in a long-term digital strategy

Now that your website is optimized around your strategic keywords, you will have to beat the competition by making your business appear as high as possible in the Google results pages. To do this, it is important to generate Backlinks (links from external sites that are counted by search engines to establish the relevance of your site):

Create a company blog and write regularly on optimized articles around your keywords. Again, do not look too much for search engines, but focus on your target audience: write content that sets you apart from the competition, interests your target audience and makes them want to learn more about your activities. By writing quality articles, you ensure more visibility, sharing on social networks and commitment, which are all criteria taken into account by Google to solidify your SEO

Depending on the strategy you want to deploy, there are other ways to generate backlinks: guest blogging, subscription to specialized directories, press releases, activity on community sites or other blogs, etc.