When it comes to digital marketing, there is a lot to consider. Everything from PPC to SEO to social media ads has a place in online improvement, and it’s usually helpful to have a good combination of all of them to help increase website engagement. Ultimately, though, the goal is to increase organic traffic to your website. This can feel a little bit confusing, as most efforts do drive users to your site in some way. However, while some concepts use funding and budgets to help increase traffic, organic traffic is the natural flow of people to your site via search engines. Though you do invest in website infrastructure to perform well in search engines, the organic traffic itself is free.
Why Is Organic Traffic Important?
While paid advertising is great, organic traffic is where you get the most lead generation. You can pay to get your name and ads on people’s timelines and in their inboxes until you run yourself dry, but at the end of the day, if your audience doesn’t need a lawyer, they aren’t going to convert into business for you. However, if you optimize your website for organic traffic, you can catch all the people who are searching Google for an attorney in their area. These people are looking for your services already, and if you come up first on their search results, there’s a good chance they’ll call you.
Increasing Organic Traffic
The process to increase organic traffic can be complicated, depending on your existing website and level of experience. Our team at RizeUp is always here to help optimize your website if you need it. These are a few ways to boost that organic traffic to your site.
Focus on Speed
In early 2021, Google began to release its Core Web Vitals. These are criteria that rank websites based on loading speed and smoothness rather than on content. Though SEO and keyword research are still necessary, they aren’t as effective alone as they used to be. The key is to make sure your website loads quickly, that the large images or media clips don’t slow things down, and that users can interact with the website pretty much immediately after they open it. The faster the loading time, the higher up you appear on a search engine. The higher up you appear on a search engine, the more your organic traffic increases.
Smartphones are a significant source of website traffic. In fact, when people are searching for professionals or services near to where they are, they are usually doing it on a smartphone. This means that for law firms that attract local traffic (which is most law firms), clients are browsing the site on a mobile device. If you don’t have a mobile version of your website, it’s a lot harder to browse on the phone, and clients are more likely to click away to a site that they can browse easily. Creating a mobile site is a great way to ensure that you’re capitalizing on existing, organic traffic.
Keyword Research and Incorporation
Incorporating keywords and phrases that your audience is searching for is one of the main ways to capitalize on organic traffic. Though Google does take loading speeds into account, its ultimate job is to find users the best match for their searches. If you do research to determine what your potential clients are looking for and incorporate those words and phrases into your website, Google will see that you are a good match and put you at the top of the search engine results. It is important to note, however, that this is not a guessing game. You may think you know what your clients are searching for, but the reality could be much different. Keyword research is critical.
Provide Consistent Top-Quality Content
Websites fall in search engine ranking when they aren’t active. Users stop visiting the site if there isn’t anything new to see. Both of these decrease your organic traffic. To stay on top of the results lists, it is important to create content consistently. This usually comes in the form of blogs and articles but can also be website updates, page refreshes, and more. The caveat here is that your updates should always contain information that is useful and interesting to your audience. Don’t publish a blog on a topic that isn’t relevant or useful, and try to say something new or unique with every post. This gives you an edge over your competitors.
Visuals Matter Too
When you update your site, don’t forget that pictures and videos matter too. Incorporating fresh media keeps your site looking fresh. Image tags with carefully selected keywords can also help with your SEO efforts. All in all, new visuals and media can help with your organic traffic and encourage existing browsers to return to your site to look at your updates. However, it is important to be careful when adding new images to your website. When you do an image refresh, make sure that the loading time is still acceptable, as Google will take that into account when ranking. Slow-loading media hurts rather than helps.
Call in an Expert
Increasing organic traffic can be complicated, and in some cases, it feels disheartening. The effects are generally not immediate, and it takes a little bit for your website’s success to compound on itself and bring you toward the top of the results page. For many professionals, especially attorneys, the time commitment required to increase organic traffic is not possible. In order to create the results that you want, it is best to hire a digital marketing company. The marketing professionals can do the heavy lifting for you, and you can sit back and enjoy the results.
At RizeUp Media, we know law firm websites. We have committed years of our business to improving attorneys’ websites and ensuring that organic traffic continues to grow. We are passionate about what we do and would be glad to help your firm reach its full online potential. Don’t wait; contact us today.
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