Driving targeted organic traffic to your website is possible. While this is touted as one of the top benefits of paid advertising because you can choose specific keywords, demographics, and other details—it’s not exclusive to that channel.
This is especially true for you, as a mental wellness brand. Each year since 2020 has seen more mental health searches than the one before.
You can drive targeted organic traffic, but it requires you to create content on your website with greater intention. Simply publishing blog posts based on what the team thinks is a good idea or transcribing podcast episodes onto the website each week won’t cut it.
If you want to boost conversions from website content and increase ROI, start implementing these strategies now.
Keep Reading: Why Content Governance Matters for Your Wellness Brand
Get Niche (But, Really—Do It)
While SEO will help you drive organic traffic, if your ideal audience isn’t interested in that content, then it doesn’t matter. The people arriving at your site won’t be your target audience and thus the content doesn’t do its job of driving targeted traffic, I.E. customers and leads.
In the crowded digital space, you need to stand out in the search results. Your piece of content has to scream, “THIS IS THE ONE YOU WANT TO READ” and it does that when it’s written with a niche audience in mind.
How to Develop Niche Content
The idea here is to go deep, not wide. For example, you can narrow the general topic of self-care down into hundreds of niche article ideas. The ones you choose should be specific to your niche audience. You may be starting as wide as: “Self-care…”
- As a mother
- After trauma
- During exam time
- After a long day of work
- For dads
- On a budget
From here, you need to niche down from “Self-care as a mother…” to “Self-care as a…”
- New mother with post-partum depression
- Single mother with no time
- Mother on low income
- Older mother who’s now an empty nester
Notice how some of these topics wouldn’t appeal to a certain audience. Knowing your audience is what will drive potential customers to click the article and ultimately convert when they land on your site.
Keep Reading: 5 Ways Content Automation Can Streamline Your Process
Follow the Data From Other Channels
Get niche—and then use data to prove your assumptions. One way to do this is to look at all your other channels to determine what your audience wants to consume.
To do this, look at ads, email campaigns, social media posts, and podcast episodes and ask yourself: where are we seeing the highest conversions (email opens, sales from ads, etc.)? What are the main topics and themes?
Compile the top 3 to 5 topics and themes and then use that data to come up with content ideas that you already know your audience loves. Do this once each quarter to make sure you’re strategy is consistently aligned with what your audience wants.
Set a Strong Foundation With Keyword Research
If you want to rank in organic search, and you’re not a well-known publisher like Forbes, you need to optimize your content with keywords. This needs to be at the foundation of your strategy. I know that many marketers worry this will make their content robotic, so that’s why at JTC, we follow a specific process when content planning for clients:
Audience > Brand > Keywords
- Audience research: Which content is already working? What does your audience love? Which ads are converting?
- Brand relevancy: What are your brand values? How does this dictate the angle we’ll take with our content?
- Keywords: Which keywords match up with the answers to these questions while also allowing us to be competitive in organic search?
Optimize Every Single Piece of Content
SEO optimization is not an option. If you’re creating content, and not optimizing it, you’re wasting time—and likely not seeing results. To drive targeted organic traffic, you need to be following SEO best practices for every single article you publish.
If you’re not doing this now, consider why it’s not happening. Is it a lack of knowledge? A lack of resources? When you know what’s stopping your team from making this happen, you can change it.
This is one of the main reasons clients come to me. They know they need to optimize their content to increase targeted organic traffic—but they don’t know how or don’t have the in-house team to do it.
When you outsource your content creation to my team and I, we can help you see results as quickly as 3 months.
Read the Case Study: How Lionel University Used Content to Increase Student Applications by 49%
Set Up Tracking
One of the common complaints about organic marketing is that it’s hard to track results. While this is true in some ways, many customers will look at your content for months before converting, it’s not completely accurate.
There are many ways to track how your organic traffic is converting. Here are a few to consider:
- Set up a new Google Analytics UTM parameter for each blog post or for blog posts in general. Use that specific link for your in-content ads on each blog post
- If you use a CMS like Hubspot, you can track this without UTM parameters. Use their built-in traffic analytics to see how many leads or conversions the organic channels are driving.
- Set up conversion tracking in Google Analytics. Once set up, you can track where the traffic came in, where it went, and whether it converted.
The key is setting this up sooner than later. The more information you have, the easier it is to decide what’s working, and what’s not, and then shift your strategy accordingly.
You Can Increase Targeted Organic Traffic
The terms targeted and organic can go hand-in-hand if you’re doing it right. When you implement these strategies, not only will you start driving targeted organic traffic, but you’ll likely see an increase in conversions too. If you’re creating content, and don’t want to waste time, money, and resources, this is a non-negotiable.