How to Optimize for the Right Organic Traffic

Abi Benincasa, Organic Search Specialist at Ontario SEO
Abi Benincasa
November 2, 2020
SEO advice to optimize for qualified organic traffic

We hear time and time again that organic traffic is not qualified traffic, or that only branded organic search queries will result in leads or sales.

The statement “organic traffic does not result in leads” is completely false. You have to be strategic and optimize for the right keywords to connect with your customers on the search results.

It is time to look at how to optimize for the right organic traffic.

#1 Don’t Underestimate Non-Branded Keywords

Yes, it is true. You definitely want to (and should) rank for your brand name and branded search queries. It is also likely that you will see branded queries resulting in more conversions or leads than non – branded keywords simply because the customer knows exactly what they’re looking for.

But how do your potential customers get to know who you are or what they want? 

There are many more non-branded search queries than branded search queries related to your business. Begin to optimize for these keyword opportunities by doing keyword research that breaks out your related keywords into informational and transactional as well as branded versus non-branded.

Create Content Targeting Long-Tail Queries

By breaking out your keywords into branded vs non-branded and intent categories you will be able to pinpoint potential contact points between you and your customers and target those long-tail informational search queries by creating top-notch blogs or FAQ content. No these will not be to make users aware of your brand when they are just scratching the surface of their purchase journey.

Being visible on the SERP for these “non-transactional” terms will brand awareness and trust with your audience, making you a key player in their mind when it comes time for conversion. If you only optimize for branded keywords, you may miss out on new customers.

#2 Leverage the Features on the SERP

As Google adapts to become more user and mobile-friendly, zero-click searches are becoming more prominent. The results page is getting taken up by featured snippets, knowledge panels, rich results and people also ask boxes.

So how do you navigate these complex SERPS optimized for these features?

Implement Schema Markup 

Using schema markup on blog posts and articles will help you claim featured snippet boxes and rich results. Look at related searches and people also ask queries and incorporate these topics into your content strategy. By increasing your organic visibility on the surf, you will build your brand awareness and build trust with your customer.

Though ranking for these search queries and claiming SERP features may not lead to immediate conversions, you are still engaging with customers and they’re more likely to return to your site in the future to convert.

#3 Think Local: Don’t forget to optimize for local keywords.

Mobile & Voice Search Queries

More searches are coming from mobile devices in voice search queries. The majority of mobile searches do not use branded keywords. Voice search and mobile queries follow similar traits as these requests to search engines are often made out of urgency and not loyalty. Users want to know what is available to them right now.

If these queries are relevant to your business, include local keywords in your titles and headings, and create schema markup to help communicate with search engines where your business is located and the services you offer.

Utilize Your Google Business Profile

It is also important to make sure you optimize and utilize your Google Business Profile (formerly known as Google My Business) profile, so you were available to customers in the map pack and on the SERP.

Organic Traffic That Drives Leads

Organic traffic can be just as valuable to you as paid or referral traffic. We know that it works because we have seen it work with our clients. If you want more information about organic opportunities for your business, do not hesitate to reach out to us on Ontario SEO, for more undiluted SEO advice.