How to obtain more organic visitors to your company website

Date: 19/08/2024

Written by: Ryan Walsh

Many businesses use a mixture of paid traffic, such as Google Adwords, and organic results to obtain customers. For those who do not know, the vast majority of the business results on Google are still organic.

Therefore, for some businesses, if they rank highly for a number of important keywords, this can give them a massive competitive advantage over their direct rivals.

For example, let’s say a company sells modern, funky-style sofas, and its search engine optimisation company gets it ranked number 1 for “comfortable sofas,” “modern sofas,” or “bright yellow sofas.” Well, this is likely to help increase the company’s sales.

 

Organic traffic is free

Some businesses, to get up and running, initially spend a lot on Google AdWords. Let’s say it’s not uncommon for many Welsh businesses to spend 10k a month. However, some businesses want to gradually reduce their expenditure on paid advertising and instead spend money improving their business’s ranking within Google’s organic results for important keywords.

 

Increase your business visibility.

Often, a business, whether selling products or services, will sell many different types of services or products. Therefore, the business needs to improve its SEO for many different keywords. This is where an SEO company like ours can help. We will use some of the best SEO tools out there to work out which keywords we should optimise your company website for.

 

This is how we do just that:

We often use Google Search Console and Moz Pro

We then work out which keywords have the highest search volume and will know which keywords we should optimise your company website for. We need to choose keywords we are confident we can improve with the set marketing budget; for example, there’s no point in setting a marketing budget of 3k per month to improve the keywords for a car insurance company. That’s because there will be direct competitors in the car insurance industry, spending millions per year, so it’s a balance of improving the search engine optimisation but assessing whether the customer has the marketing budget to allow for this improvement.

 

Can offer a substantial competitive advantage

A business that’s ranked highly, right at the top of Google, for a wide range of keywords has a huge competitive advantage over its direct rivals. This is why it’s important to sit back and carefully consider which digital marketing agency you hire, as it can have a dramatic effect on your business’s bottom line.

Not all SEO agencies are the same

Some SEO companies have SEO consultants who do an amazing job and can help your business soar in Google’s ranks. However, choose the wrong marketing agency, and the business could get a big fat Google penalty, such as an algorithmic penalty, like a Google Penguin link-building penalty, and then the business will drop substantially in terms of whether it ranks.

This is why it’s so important that all of the organic search engine optimisation work is done right.

Let’s provide a quick overview of how we improve our client’s organic SEO:

 

Keyword Research

First things first, the business needs to carry out keyword Research. We recommend using Moz Pro to do this work. It’s a fantastic SEO tool that can be used to find high-volume keywords. It also shows keyword difficulty to provide the SEO consultant with some ideas about how hard it would be to improve the organic search engine optimisation for that keyword.

 

Produce very high-quality content marketing (Google E-EAT)

So, there are over 200 various ranking factors that Googlebot crawls and indexes on a very regular basis.
This determines how good your business search engine optimisation is compared to the direct competition. Then, Google works out where your business should rank in Google’s results.

A key part of improving a business’s organic search engine optimisation is writing very high-quality content marketing. This work should be written by someone who fully understands the guidance set out in Google E-EAT. It should be 100% original, well written, and either written by an expert or written with the help of an expert on that particular subject that you are writing about.

 

Start optimising that content marketing but don’t over-optimise

Then, it’s just a matter of improving the on-page SEO. Yet this is where a lot of companies go wrong because they ” overoptimise the work.”
So, what the company does is sometimes say right, we want to rank for “solicitors + name of the city”- as ranking at the top of Google organic results for that keyword could mean that the business turns into a multi-million-pound brand.

However, some companies and SEO agencies over-optimise the H1 tags, alt text, meta description, content marketing, URL structure, and internal links. This causes an over-optimisation issue that Googlebot picks up on during indexing. Then, instead of improving where the business ranks within Google’s SERPs, the business incurs an algorithmic or perhaps a manual action penalty because it hasn’t focused on the customer but instead on over-optimising the company’s search engine optimisation.

So, optimise your website for shoppers, actual humans, not the search engines, as so many businesses optimise their websites. Too many firms, tiny companies, think well, SEO “sounds a piece of cake”- it’s not; it’s a fine art of balancing optimisation without overdoing it so that the rankings crash and burn.

 

Build a following on social media

We recommend setting up a LinkedIn and Facebook account and also on X. Then, start building a following of people who want to buy into your brand and learn about the products and services that your company sells.

Then, start running advertisements and promotions and telling people about a new piece of evergreen content marketing that you have just published. This does two things: it creates better brand awareness, that’s for sure, and it gets more shoppers on your website.

They may read an article about, say, the top 10 best-selling e-bikes of 2024, and then, because the article is so well written, written by an expert, they may purchase a product from your company. The person may just choose to follow you on social media so that you start to build up hundreds, thousands, or potentially millions of engaged followers.

Some businesses see engaged followers as key to driving long-term sales as you build brand awareness, loyalty, and a relationship with the customer. They can see that you are offering good advice and care about helping the customer by writing helpful guides. This work generates more engaged followers and helps your business rank higher on Google.

 

Backlinks are still so important.

Don’t believe the SEO posts you read when they say that backlinks are not important; they very much are. The businesses that rank right at the top of Google.co.uk, and it doesn’t matter if they are a lawyer or a leading clothing retailer, rank there often due to the quality of the do-follow backlinks leading to that domain.

So, yes, you do need to write quality content marketing and build quality backlinks.

Now, writing quality content marketing and building backlinks do go hand in hand—and what do we mean by that?
Other businesses may want to link to you if you write a very good piece of content marketing that’s super high quality and follows Google’s E-EAT guidance. The more quality backlinks you obtain, the more your website will rank in Google’s organic results.

 

Better user experience (U.X)

Google uses something called Google RankBrain, which you may not have heard of. Let us explain what it means.
Google RankBrain is powered by artificial intelligence (AI), which monitors engagement with your company website. How long is a shopper spending on your website? How many pages do they visit? Is your company website the last website they visit?

Then, Google RankBrain is thought to reshuffle the results to have better engagement.

So, if you have a lot more organic traffic to your company website, then this presents an opportunity to quite simply improve your business’s U.X., such as how long shoppers spend on your website, which can help to improve your company’s organic search engine optimisation.

 

How Walsh & Partners can help your business

No matter if you’re sitting in a high-rise office in Cardiff’s city centre or located within a shop in Cardiff Bay, we can help you. We can help improve your company’s local and organic search engine optimisation, so why not call us?