This simple tactic will multiply the number of visitors you get from search engines

How would you like to increase your website traffic to your site using one simple method? Whilst SEO can be a technical field, this simple method can be carried out by anyone and if followed correctly, will greatly increase the number of visitors you get organically. It doesn’t require specialist knowledge like some areas of SEO; however, it does require access to a premium tool which you’ll need to carry out some basic keyword research and track your rankings. Let’s dig in.

SEO tools

Whilst there are free SEO tools out there, for this guide, we’ll be using SEMrush to:

  1. Track current rankings
  2. Carry out some basic keyword research to find missed opportunities

We’ll also be using Google Search Console to see where the traffic came from, as well as Google Analytics to measure traffic before and after implementation.

The only tool listed above which is not free is SEMRush. However, you can grab a free 7-day trial which should give you enough time to pull the data you’ll need. There’s plenty of features and benefits to using this premium SEO suite, however for this guide, we’ll simply be using it for one specific purpose, and that’s to find and implement missed keyword opportunities. Doing so will greatly increase traffic numbers and that’s the main aim of this method.

Keyword opportunities

As business owners, you no doubt have a business website and are generating traffic through various methods, be it organically through search engines, social media, or maybe even paid ads.

Organic traffic is the best source of traffic. Studies show that a website that is listed at the top of the page organically is perceived as more trustworthy than one that’s paying to appear there, and best of all – it’s free traffic.

Now some businesses will employ an agency such as us to manage their SEO. Others may carry out their digital marketing internally, and some, have a website and do nothing. I.e. they leave it up to fate. It’s understandable. SEO is forever evolving, and it can be technical, but some SEO strategies can be carried out internally by whoever manages the website.

As a side note, we offer in-house SEO training for businesses looking to get the most out of their digital marketing. We’ll teach you how to maximise your search visibility, as well as your conversions. For more information, get in touch with us for a free consultation.

Data is invaluable. Use it wisely and it can mean the difference between a poor performing website that generates you no income, and one that is extremely successful. Your website is probably generating you some form of organic traffic. That means it’s already ranking for some keywords and phrases.

Someone types a search phrase into Google, see’s your website and clicks on it. That’s great. But what if you utilised this data to greatly increase the number of people who found you in Google? Wouldn’t that be great?

Well, the good news is, it’s not difficult to do. You just need to find out what you’re already ranking for and then optimise your content to rank for similar and long-tail keywords. Let me explain.

Keyword difficulty/competition

What you might not be aware off, is that every keyword phrase has a competition score attached to it. Normally you would find this data using premium SEO tools. Some keywords have very high competition, i.e. ‘Digital Marketing’ and would be difficult to rank at the top of page one for. Longer tail keywords such as ‘Digital Marketing Agency London’ is going to be a lot easier to rank for due to their being less competition.

Let’s look at the two keywords mention above in SEMrush to get a comparison.

First keyword:

Second keyword:

You can see in the above screenshots, that the KD score (Keyword Difficulty, i.e. how difficult it would be to rank for these keywords based on analysis of the domains that are already ranking for them) is widely different from the main keyword to the secondary.

For reference, anything below 60 is considered low difficulty, 61-80 is considered medium difficulty, and anything above 80 is considered high difficulty.

You’ll notice that the second keyword has a much lower keyword difficulty score. Yes, the volume, i.e. the number of people searching for that phrase is lower as well, but that goes hand in hand with the competition levels. However, it’s not a problem that the volume is low. It’s going to work in your favour due to the number of related keywords you’ll soon be targeting. We’ll get to that soon.

Search results – play to your strengths

What you might not be aware off, is that if you’re ranking well for keywords with a medium to high competition level, it’s easy to then rank for related phrases if you optimise your content. If Google is already valuing the content you provide and is ranking you for difficult-ish keywords, it’s easy to then rank for the long tail variations of those keywords.

Discover what keywords you rank for

What we’ve learned from above, is that some phrases are easy to rank for, whilst others are near enough impossible unless you’ve got a lot of resources and authority behind your domain.

Before we can move on to the next step, you’ll need to find what keywords you’re already ranking for. There are two methods to doing this. One is using a premium tool, the other is using a free one.

The premium tool (SEMrush) will give you more data, which means you’ll be able to optimise your content further and gain even more traffic. By seeing the KD score for the keywords you already rank for, you’ll be able to easily see which phrases have a lower competition score.

The free method of seeing what you rank for, won’t show you competition levels, but you’ll still be able to optimise your content to an extent.

If you’re going for the better method, head over to SEMRush, and type your domain in and press search. When the domain overview results load, click where it says ‘organic research’

This will load up all the keywords you rank for, and you’ll be able to see not only the position but the associated keyword difficulty.

If you’re going for the free method, head over to Google Search Console. On the left-hand side, you’ll want to click on ‘Performance’.

This will show you the queries that people searched for and clicked on which led them to your website. It won’t show you ranking positions, or keyword difficulty mind so the first method is defiantly the preferred method to get the most out of this SEO exercise.

Finding Missed Opportunity Keywords

Now you know what you’re ranking for, it’s time to find missed keyword opportunities. As mentioned above, it is much easier to rank for long-tail keywords so if you’re already ranking well for main phrases, it’s time to optimise your content to target the related long-tail keywords. To do this, you are going to need to use a premium tool. However, as also mentioned above, you can grab yourself a free 7-day trial of SEMRush.

Let’s look at a working example. We chose a random company from The Sunday Times, the best companies to work for.

If we head over to SEMrush and type in their domain, we’re presented with this screen.

We can see they have a strong online presence but are they maximising their organic potential? Let’s find out.

If we click on ‘organic research’ we’ll find a list of keywords that they are currently ranking for. Each of these keywords is clickable and will give us more data that will be needed. However, because the aim is to optimise the content on the individual pages that rank, we’ll want to see which pages rank for which keywords. If we select ‘Pages’ we’ll see the list of the indexed page which the crawler has picked up. You’ll notice that these are also clickable.

If you’re running an e-commerce site, this will be especially useful for you as you’ll have a lot of URLs. Optimising your content on a per-page basis is the key to significantly improving your traffic and that’s why we need to inspect individual URLs. If you don’t run an e-commerce site, we still recommend that you click on the individual URLs as it will give you more data to work with.

Selecting one of these URL’s in the screenshot above, followed by ‘positions’ will show us a screen with all the keywords that rank in the top 100 positions for that particular URL.

When you do this, if your business or brand name is showing in the keyword list, you’ll want to exclude it. We’ll want to set a filter in place to exclude the company name as its understandable that a business would rank well for its name, and this isn’t going to find us new opportunities. Select ‘advanced filters’ and choose ‘exclude’ from the dropdown. Enter your brand name, to ensure you exclude it from the results and apply.

When the results load, click on ‘Pos’ to arrange the keywords by ranking positions. We’re specifically looking for keywords that rank highly, and not one’s past the first page of the search results.

The reason for this is that it’s easier to rank for long-tail keywords than main phrases. If you’re already ranking well for more generic phrases, targeting long-tail ones will be a relatively simple process.

We can see in the screenshot above, that the company is ranking well for highly competitive terms, one of which is ‘engagement rings’. It has a KD score of 77.83 whilst some of the related keywords feature an even higher KD score.

If we click on one of these keywords, it will load up another screen which will feature ‘phrase match keywords’ and ‘related keywords’.

Now let’s select, ‘view full report’ under one of these. When running the exercise yourself, you’ll want to look at both data sets. For this guide, we’ll just be focusing on one.

We’ll want to put a filter in place to find untapped keywords with a low competition score. Click on ‘advanced filters’ and where it says ‘KD%’ enter a max value of 59. You’ll remember from before, that a KD score of below 60, is considered low difficulty and will, therefore, be easy to rank for, especially as they are already ranking for the higher competition keywords in the same niche. Now select, ‘apply filters’ and you’ll be presented with a new set of keywords.

The thing to note here is the search volume potential from these untapped keywords.

The one keyword we’ve focused on has 159 phrase match keywords with low competition levels. The total search volume for these keywords equated to 11,470 searches per month that is potentially being missed.

There would need to be more digging to see the true potential of additional traffic as some of the keywords in the results may already be ranking well. On top of that, appearing number one in Google for a search phrase doesn’t equate to 100% of the volume search. On average, a number one position ranking will receive 35% CTR (Click Through Rate) of the search volumes. If you’re interested in seeing how much extra traffic you would generate for one of the top 10 positions in Google, you can use our free SEO organic growth calculator, which will give you calculated CTR’s for page one rankings.

What we saw from the original page results (screenshot above) was that that one page had 3800 keywords ranking in the top 100 positions of Google. If just one of those keywords has over 150 phrase match keywords… there’s a lot of potential traffic to be gained by optimising on a per-page basis.

Optimising your content for increased search traffic

Once you’ve carried out keyword research for all your pages, you should have a decent-sized pool of related phrases with low competition. The final step is to then visit those URL’s in question and rewrite your copy to include those keywords and phrases. It sounds simple, and that’s because it is.

What you’ll notice after doing the above, is that by the next major Google algorithm update which occurs on average every 3 months, you’ll start ranking well for those additional long-tail phrases. Whilst the volume will be significantly lower, the number of additional phrases will gain you decent amounts of traffic, potentially more than the generic terms you’re already ranking for.

Remember, if you rank well for generic high competition phrases, you’ll find it easy to rank well for the lower competition long tail phrases. You just need to adjust your copy to include those terms.

This is a strategy that we have carried out time and time again with great success and it’s one your able to do yourself with nothing but a bit of time and creative writing.

Digital Strategy

Are you looking to increase your search visibility? We can help with not only driving more traffic to your site but also with increasing your conversion rate. We offer both managed SEO services as well as SEO consultancy and in-house training. Get in touch with us for a free consultation to find out how we can help drive your organic growth to the next level.