Organic search engine traffic is the holy grail of online marketing, which is why marketers are so quick to obsess over search engine rankings and organic traffic levels. When people are clicking through to your website, it’s a good indication that you’re providing the kind of content that brings in eyeballs.
Of course, not all traffic is created equal, so you’ll want to keep an eye on what those visitors are actually doing. If they’re not converting into leads or customers then it’s possible that you’re ranking for search terms that despite being highly trafficked have little to do with your business.
It’s also worth keeping an eye on the differing proportions of branded and unbranded search terms. If people are finding you by entering your brand name then it’s a sign that overall brand awareness is at a high, while if people are finding you by entering unbranded searches like ‘accounting software’ then you’re bringing in new people who’ve never heard of you before. Both have their merits.
Getting your head around SEO and search engine marketing can take a lifetime, which is why it’s often a good idea to bring in backup. Here are two companies worth calling.
Brain Traffic
Under the guidance of CEO Kristina Halvorson, Brain Traffic has established itself as a serious player in the world of content marketing. They offer it all, whether you want to use them as an agency to develop your content strategy or whether you plan on catching one of their workshops.
The great thing about Brain Traffic is that while they know enough about SEO to blow your mind with its possibilities, they’re also committed content creators who are all about making stuff that prospects and customers want to access.
The result is a company which knows a lot about content but which also knows everything there is to know about measuring its impact. At the very least, it’s worth asking them to audit the content you’re creating and to offer up some suggestions to help increase its impact.
Find out more about Brain Traffic.
TopRank Marketing
This aptly named company is as results-focussed as they come, which is good news in the highly measurable – and highly competitive – digital marketing arena. Like Brain Traffic, they’re firm believers in content marketing, but they also like to make sure that the creative they offer has a measurable impact on clients’ businesses.
The result is a digital marketing agency with over fifteen years under its belt and expertise across the board, from content and influencer marketing to social media and SEO. If you’re struggling to build organic traffic through content creation then TopRank is likely to be able to help you.
If you’re not convinced that they know what they’re doing, dip your foot in the water by buying Optimize by CEO Lee Odden. As they like to boast on their website, he literally wrote the book on it.
Find out more about TopRank Marketing.
Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.