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There are two main types of website traffic you can tap into from Google: organic traffic and paid traffic. Having a strategy for targeting both is a good way to boost overall traffic to your website from Google.

Organic Traffic

Organic searches take place when someone goes to Google’s search browser and types in keywords and phrases relating to a product, service or other types of information. Google returns the most relevant listings based on keyword relevance. Organic results show up in the center of the page, typically showing10 listings per page.

Since more than half of web searchers have a tendency to click on one of the first 10 listings that come up, never looking at page 2, it is important to focus on getting your site listed on Google’s first page of search results. There are a couple of benefits of organic search rankings. The first is, organic traffic is free. You don’t have to worry about paying every-time someone clicks on your listing like you do when people click on your ad. Another reason is that most people trust organic search results more and are more willing to click on organic results than ads. That means more conversions.

The best way to boost organic web traffic from Google is to do keyword research to find out which keywords and phrases you should be trying to rank for. Then, use these keywords throughout your website content, meta descriptions, and page titles.

Organic search rankings are also affected by the way people are engaging with your site. Google tracks things like how long people stay on your site or how quickly they leave, which is called a bounce rate. The more user-friendly your site is and the more relevant content you include can help you gain organic traffic.

Paid Traffic

The second way to get traffic to your site from Google is to set up a paid search campaign through Google Adwords. If your site is new or you have a lot of competition in organic searches for your site, it’s probably a good idea to start out by testing keywords with paid search.

Web searchers find your paid ad basically the same way they would find you through organic rankings, except with paid search, you can ensure that your ad will come up on the first page, because you are paying for positioning when you bid on keywords. Google ads are shown above the organic search results and on the right hand side of them. And crafting a good ad with relevant keywords is the best way to ensure that your ad gets clicked on. Google’s keyword tool can help you get an idea of which relevant keywords to include in your ad. The more competition there is for a keyword, the more expensive it is. Be sure to constantly track and test keywords to see that you are getting the most bang for your buck.

When writing your ad, be sure to make it short, to the point and compelling. Include a call to action like “Save Today” or “Free Trial.” You should also select a landing page other than your website’s home page for people to be directed to once they click on your ad. That landing page should be consistent with the ad that led the user there, whether it is the specific product or service page of what they were searching for or includes the special offer that was mentioned. Google pays attention to the amount of clicks your ads get. The more clicks you get, the less you pay for your ads.

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