We all know that there are a lot of factors that influence the organic traffic of a website: site health, authority score, visibility, content and more basic and additional factors.
In this workflow, we will show you how to increase your Organic Traffic by improving the visibility of your website in 6 steps.
Compare metrics with your website’s main competitors
First, you need to choose one of your competitors to compare keyword profiles and get ideas for new keywords to rank for in organic search. We advise picking a competitor domain with a better Organic Traffic, Authority Score and a higher number of keywords, so you’d have more data to work with.
The best way to quickly compare metrics is Compare domains report in Domain Overview. This report can give us a helicopter view on our position among other domains of our competitors.
In our example, let’s take nytimes - it has more organic traffic, more keywords and the authority score is better.
Tip. If you are not quite sure who your competitors are, check out the Organic Research competitors tab.
Analyze your competitor’s keyword profile
Once you identified your main competitor, go to the Organic research Positions report to look for keywords you want to compete for in organic search.
You can sort the list of keywords by volume (to see the high volume keywords first) and use filters to remove all branded keywords and keywords that are too difficult to compete (based on our KD metric).
Check out the Organic research manual.
Additionally, you can go to the Keyword Gap tool. With this tool, you can compare your keyword profile with your competitor’s keyword profile and see different positions for shared keywords. Use Weak intersection to find keywords where you have a ranking, but it is lower than your competitor’s or Untapped for keywords where you don’t have a ranking.
Check out the Keyword Gap manual.
We advise focusing on 5-10 keywords at first. It is difficult to optimize your website well for thousands of keywords at once.
Add the keywords you will work on to the Keyword Manager list. You can do this both in Organic research and Keyword Gap tool with the “To Keyword Manager" button.
Analyze your keyword profile
Another great place to find ideas for keyword optimization is your own keyword profile.
Put in your own website into Organic Research and use Positions filter to see the keywords for which your domain is ranking on the second page (from 11 to 20 position). The second page is the most interesting, as there you have keywords for which your domain is ranking quite well already, and getting to top 10 with those keywords can be a quick win.
Sort and filter the list, and choose another 5-10 keywords to send to the Keyword Manager. This can be the second group of keywords that you will optimize your pages for.
One more thing that we would recommend you to do is to analyze the keywords that your website used to rank for, but doesn’t anymore, or keywords where your positions recently dropped.
In order to find those keywords, go to the Position Changes tab of the Organic research. Filter the list to view only declined and lost keywords. Sort the table to see the keywords that used to bring the most traffic to your pages. Choose 5-10 keywords here and send them to the Keyword Manager.
Pair keywords with relevant pages of your website
Now you have three groups of keywords that you can work with in your Keyword Manager list.
In Keyword Manager, you can go through your list of keywords, update the metrics and add tags (for example: competitor keywords, top20, lost/declined), so you know what type of work and optimization you need for each group.
Check out the Keyword Manager manual.
Once you are happy with your list, it’s time to add those keywords to your Position tracking campaign.
Position Tracking helps you to define pairs of keywords and pages, as you will need to choose a particular page to optimize for each keyword. Under the Overview tab, you can easily filter the list by tags, and see which of your pages already rank for keywords from your list.
For the next step, you need to have pairs of keywords and pages. If a keyword doesn’t have a corresponding ranking page in Position tracking, choose one of the relevant pages on your website.
Remember, a single page can be optimized for several keywords, but, in order to avoid cannibalization, each keyword should be linked to one page only.
Check out the Position tracking manual.
Review optimization ideas
Now that you have pairs of pages and keywords, what can you do to optimize those pages and increase your traffic?
Add your list of keywords and URLs to On Page SEO Checker to get a complete and structured list of things you could do to improve the ranks of your website's pages.
On Page SEO Checker recommendations are based on domains that are already ranking in the top 10 for keywords in your campaign.
Click on of the Ideas buttons under the Optimization Ideas tab to review all optimization suggestions. You’ll get different types of ideas based on content, SERP features, backlinks etc.
Repeat this analysis with each pair of keywords and pages, focusing on your top 10-20 highest priority keywords you’ve picked earlier.
Check out the On Page SEO Checker manual.
Track your changes
Track your progress in Position Tracking. You can mark the changes by adding notes to your tracking campaign. Create a note each time you have modified, optimized or implemented something new on your page.
Take your time to choose keywords, optimize your pages, monitor changes and create your own success story!
In this workflow we have seen just a small part of everything you can do in Semrush. Explore our other workflows to find everything you might need in your digital-marketing work.