For those involved in internet marketing, the need to be aware that the vast umbrella of relevance and the medium of user engagement is constantly expanding and SERP traffic (search engine result page) traffic is just one layer of the user experience. In other words SEO is only SEO…and you will need more than just one thing to satisfy multiple users.
Just like layers of an onion, you need a vast array of relevant content to extend the reach of your online presence. Each layer brings a unique attribute to the equation that inherently comprises your holistic marketing approach.
For example, clever blog posts, how to tutorials explaining an interesting topic or articles written to help others can attain viral appeal in social media circles which can dramatically increase inbound traffic. In many cases social media is like branding, you shouldn’t expect to convert traffic from this source (just provide them with something entertaining or informative) by making a favorable impression.
Considering that search engines use various metrics to gauge what others deem relevant and important, creating a barrage of traffic that corresponds with a new product launch, or is concurrent with other forms of promotion (press releases, guest posts, getting an editorial link from an authoritive source or article marketing) can trigger the necessary off page SEO factors that search engines reward.
Considering that search engines now how the role of stepping in as the media to organize and orchestrate relevance for all manor or mediums for delivering what the people want. Regardless if that is breaking news (via RSS feeds), product reviews, forums, online communities targeting a specific niche or topic; search engines need to assess which sites have the clout, relevance and reputation to rise to the top unfettered by competition.
The real value of SEO is to create domain authority. By leveraging that authority, if you understand the implications of blended search (video, news, audio/podcasts, social media or reviews) you can essentially give search engines what they want in such a way that your site develops authority naturally under their algorithmic scrutiny.
- Unique content that reinforces itself (multiple pages on a topic).
- Coherent site architecture (relevant sub folders and page naming conventions).
- Enough references/citation (either from within the website or other sites to confirm continuity and integrity).
- Popularity and Engagement (how well is the information provided received by the masses).
By satisfying the array of criteria presented, you can potentially poise every page in your website to fulfill a specific type of need or consumer or function as a supporting page to propel your preferred landing pages through peer review, self reinforcing continuity and off page citation to reach the top of their respective arenas.
No two people think or search alike…
Getting back the the premise, SERP traffic or search engine result page traffic only represents one type of visitor from the attention funnel. Since no two people think or search alike, each visit a website to satisfy their own set of unique circumstances and for their own distinct reason.
The thing about organic search traffic is you have to optimize for the “just in case” and look beyond “trophy rankings” and focus on acquiring a higher percentage of total market share.
With the right amount of time, resources or relevance, virtually any keyword is attainable. You just have to understand the metrics involved that search engines use to assess and reward rankings and relevance and essentially “build your case” in contention to other competitors or why your content should be in the top 10.
Since over 70% of searches are unique (which means that even search engines have never seen them before), the odds of someone using the same predictable keywords and not adding additional modifiers or phrases in odd combinations is predictable.
In which case, even though it make take weeks, months or even up to a year for you to realize the value of the layered content you create, (authority has a way of evoking relevance from sites with a large quantity of indexed pages) when it is ready, it will rise to the top.
The real tact is to assist the range of keywords you want to rise to the top to work like the buddy system and pull each other into the top 10 spotlight. Attaining high ranking organic / natural search engine traffic for multiple keywords is the objective of a long-term SEO campaign, but try not to obsess on minor metrics such as which keywords drive traffic to your website.
With so many ways to approach organic optimization and internet marketing and promotion, SEO is more about managing expectations and providing solutions for searchers looking for one page or one website to satisfy their demand. Don’t make the mistake of falling into the perspective where you have tunnel vision and forget about the OTHER important metrics that summarize the ultimate user experience (which should the the real goal of online promotion).
Getting traffic is half the battle, keeping that traffic entertained, managing task flow, creating a clear/coherent value proposition and engaging call to action (without being pushy) matter just as much as someone taking the time to click your search result and investigate your value proposition.
The more you can offer visitors in their quest for entertainment, knowledge, trivia, products or services; the more each visitor can reciprocate above and beyond your limited prospective of second guessing their intent or degree of reciprocity.