In the third part of our article series let us see how to dramatically boost your search traffic using the same content but tweaking your content a bit using Webmaster Tools search queries data. But before reading further, you may be interested in the first two posts in this series that started with the keyword significance topic.
As you know, search or organic traffic is all about your pages getting listed on the first page of Google search and preferably the top 5. The first three positions on Google for a particular keyword can get as high as 50 or 60% of the overall global traffic for that particular keyword.
The moment your page’s search position is 4th or 5th, the click-through rate can fall to 20 or 30% and positions below that may not even attract 10% of the overall traffic. This tells you how things can drastically change if your search rank on the first page can go up by one or two positions. This post is about how to push your first page results to even better ranks and improve the CTR of already well-positioned pages.
Google Webmaster Tools – Search Queries
Now, let us log on to your Webmaster tools account and click on the Search Queries link under Your site on the web. Please note that this data of late is showing the data for the past one month alone but that’s good enough for us.
Next, click on the Filters and apply the Web filter for the ‘Search’ drop down box as in the picture below. Why do you need to put this filter? Because there is a lot of organic traffic that comes to your blog via Google Image and Video search as well but we want to filter it out as this traffic hardly fetch any benefit to you. In addition put the ‘Traffic’ filter for ‘Queries with 10+ impressions/clicks’
Now you have a few dozen or hundred search words that actually matter to you. Let us now start optimizing your posts using these keywords. If you are comfortable with Microsoft Excel, at this point you can download this data to Excel and cleanse it by deleting four columns titled ‘Change’.
1. Optimize your posts that have less CTR & Good Rank
- In our excel sheet or filtered ‘Search Queries’ tab in the webmaster tools, click on the ‘CTR’ column header to sort it in ascending order as shown in the picture below (Keywords removed to protect my data privacy)
- Identify those keywords that rank in top 5 but still have a very low or < 10% CTR. An example is marked in orange in the picture
- Now just click on this keyword to get the permalink of the resultant post
- All that you have to do now is to make the Meta description and Title of this post really attractive (using your All-in-One SEO parameters) without removing the particular key phrase from the title and description
- After editing the post and updating it, wait for a few days to see improvement in CTR rate and hence more traffic
- Repeat the above process for other keywords that has good number of impressions, good ranks but low CTR
Note: Sometimes, the CTR can be low when the search user see an old time stamp in Google SERPs. However, for most cases the culprit is the non-appealing title & description
2. Optimize your posts that ranks 5 to 10 on the SERPs
Now, let us work on those posts that are not coming up in the top 4 or 5 on SERPs. We are talking about the red underlined rows in the above picture. These are having low CTR due to the fact that they are just below the visibility lines of the search user but they have very good number of impressions. If we manage to push them one or two positions up, each of them is going to add 100s of visits more to your traffic.
In order to push them up the SERPs, all that you have to do is a little bit of internal link building and if possible providing external links pointing to your posts as well.
- As in the above case, click on the keyword to get the permalink to the post
- Now, choose three or four internal pages or posts in your blog that falls in the category of the candidate post
- Use the keyword under consideration as anchor texts to link to your post from those three or four selected
- Internal linking is very powerful if you use the right anchor text and the right source posts. You will see results soon. If you can do external linking it is even better to increase the positions faster
Using the above two optimization methods, you can create 1000s of new visitors to your blog using pretty much the same content or number of posts that you have. You just need to keep optimizing one or two posts at a time for very good results over a couple of weeks.
3. Optimizing for Image Search hits
If you recall, we had filtered out Image searches from our visits count earlier. Ever since, Google started rendering image search results as super imposed images , the significance of image search traffic has drastically reduced. Also, in most cases the intention of image search user is to just copy the image for his on use. The only way to get some conversions or actions (other than copying files) out of such users is to provide very prominent text or ad on top of your page which is not covered by the super imposed image. However, this topic is not in scope for this post.
I hope you are enjoying the Webmaster Tools optimization series. Next week, I will be posting the fourth post in this series. Please feel free to retweet or share this post on Facebook using the bookmarks on top of this page.