SEO Quick Wins: 19 Ways to Increase Website Traffic

Written By Fraser McCulloch

Traditional marketer specialising in keyword research, SEO content plans, and content briefs. Has-been Scottish golfer. 

You can implement quick SEO wins in a few hours or less without spending a lot of money that improves your web page performance, rankings or organic search traffic.

Here are 19 ways to boost your organic traffic with quick wins by only spending a few hours.

How to find quick win pages and keywords

The best tools to find quick win pages are Google Search Console and Ahrefs Webmaster Tools; both are free to use and set up quickly.

Action

Once you’ve verified your site with Ahrefs:

  • Go to the dashboard.
  • Select your site.
  • Select the top page report, then filter by your country.

You’re looking for pages with a search volume greater than 100 and a top keyword with a position lower than 30.

For example, I’m currently in position 15 for “writing SEO copy” with 100 monthly searches.

  • Now, copy your keyword.
  • Go to the organic keywords report.
  • Paste the keyword into the search box.
  • Click the SERP button to review the top results (or your competitors).

You want to determine if you can improve your rankings by checking if there are pages with a similar DR score or some domains to their page.

There’s a DR 31 page and a few pages with a similar number of domains pointing to their page.

So I reckon I can break onto the first page.

Repeat this process for a few more pages and add the keyword, position, search volume and URL to a spreadsheet.

Identifying pages outside the top 10 is a win, but results will only materialise when you action any of the following tactics.

Improve CTR by rewriting the page title.

The page title appears as an excerpt above the first paragraph of text on the search results page. It should be between 70 and 160 characters in length.

This simple tweak to your page titles can boost your clickthrough rate.

Action

  • Go to Google Search Console Performance Report.
  • Select the last 28 days.
  • Click + New, then country, select your country and apply.
  • Ensure clicks, impressions, and average CTR are selected.
  • Select Pages.
  • Now identify pages with clicks but a CTR less than 5%.

A low CTR suggests the page is low down the SERP and your title and description isn’t very compelling.

  • Select a page.
  • Press queries.
  • Copy and paste the top query in Mangools SERP Simulator.
  • Select your country.
  • Copy and paste the page URL into the URL box, and press fetch data.

Read through the titles of the top pages; look for emotional, action or outcome words.

Secure a featured snippet by answering “what is” on your page.

A featured snippet is a small text block in an answer box displayed when someone searches for a specific keyword, usually an informational query.

It can be beneficial, especially if users click through to your web page.

Action

  • Go to Google Search Console Performance Report.
  • Press + New.
  • Click Query.
  • Enter “what” into the keyword box and press apply.
  • Click any query with more than 100 impressions and a position less than 30.
  • Click Pages to see the page this query ranks for.
  • Go to that page within your CMS.

Next, search the page to find the question, e.g., “what is an SEO campaign”.

If you don’t have this question as a heading, add a heading containing the question to the page.

Now use this format to use to write the answer:

[start with the question] [conjunction] [provide answer] [include an explanation/details]

For example,

Now repeat the process for other “what” queries you rank for.

Information Gain Score

Google have a patent which, if I summarise, says, “information gain scores indicate how much more information one source may bring to a person who has seen other sources on the same topic.

Pages with higher information gain scores may be ranked higher than pages with lower information gain scores.”

In other words, what other unique content does your page have that other web pages don’t?

Action

  • Add surveys or statistics; this can be a simple survey of your customers or followers.
  • Include case studies or personal experience; I wrote that I had 20 years of experience on this page.
  • Include information that is missing from the top pages.

Cover the topic in more depth

Topic coverage refers to the number of keywords or phrases you cover on a page, and it’s an essential factor when determining which pages are relevant to a specific query.

So, for example, if you wrote a guide to make oven chips, you’d mention topics such as cooking time, baking tray, adding water, oven temperature etc.

Some tools, such as Frase and Missing Topics, help you identify topic gaps.

Action

  • Go to Google Search Console Performance Report.
  • Select Pages and any top pages.
  • Click the URL and copy and paste the top query into Google.
  • Copy the URLs of the top 2 ranked pages.
  • Now go to the Missing Topics Opportunity report.
  • Paste your page and competitors into the boxes and submit.
  • Copy and paste the top 10 to 15 words into a document.
  • Blend these words into your page content.
  • Or use a content optimisation tool.

Target the long-tail keyword you already rank for

Long-tail keywords are low volume keywords with 3 or more words in them. They’re generally less competitive than short-tail keywords but can have better conversion rates.

Action

  • Go to Ahrefs Top Pages report.
  • Find a page where the top keyword position is greater than 10, e.g., lead generation website.
  • Click the number in the keywords column to view other keywords the page ranks for.
  • You can see a long-tail keyword, e.g., how to build a lead generation website.
  • Now optimise the page for the long-tail, not the short tail, using a content optimisation tool. 

Lost Rankings

A lost ranking occurs when a keyword for a page drops below the top 100 in the SERPs because Google doesn’t believe your page isn’t relevant for that query anymore.

Lost ranking is an excellent quick-win opportunity.

Action

  • Go to the Organic Keyword Report in Ahrefs.
  • Filter positions by lost.
  • Identify keywords that include commercial intent, i.e., price, service.
  • I discovered “freelance SEO services” and “SEO agency prices.”
  • Click the SERP button to check these keywords to get traffic to the top pages and the DR and Domain columns to see if you could break onto page one.
  • Now work on improving that page.

Duplicate content and keyword cannibalisation

Duplicate content is when the same or similar information appears on multiple pages. It can be a problem if it happens frequently, as it dilutes your page rank.

I worked on an accountancy website that dropped off page 1, and their SEO agency couldn’t diagnose the problem.

It turns out they had duplicate pages cannibalising their rankings – I fixed that problem, and they returned to page 1.

Action

If Google ranks several pages for the same keyword, this can signify keyword cannibalisation.

  1. Go to Ahrefs Site Explorer and enter your domain.
  2. Click Organic keywords.
  3. Toggle the “Multiple URLs only” button.

The intent should match the content format.

User intent is what people are trying to accomplish when they perform a search. It can be anything from finding information, comparing options or buying something.

If I target a “how-to” query, the content format should be a “how-to article” and not a product page or beginners guide.

For example, this page targets “SEO quick wins”, and the original page was structured as a service page and not a list post as it is now.

Action

  • Run the Ahrefs top pages report.
  • Look for pages where the top keyword’s position is 9 or greater.
  • Google the keyword.
  • Read all the page titles to understand the types of content that are ranking.
  • You want the format of your page to match the intent.

For example,  I rank position 15 for “keyword ideas.”

This is a list post, but Google ranks “tools” at the top of the SERP.

Unless I can create a keyword tool, I will struggle to rank higher because I have the wrong content format for my page.

Refresh content

A content refresh is when you update your existing content, such as updated statistics or images or rewrite sections on the page.

Action

Frase users can use the page decay report to identify pages where clicks have dropped, and Ahrefs customers can use the top pages report to identify pages where traffic has fallen.

For example, this page of mine hasn’t been touched in 2 years; no wonder the traffic has dropped.

  • Use any tactics on this page, e.g., include an answer to a question.
  • Update the page title with an outcome or result.
  • Identify any topic gaps.
  • Write a new introduction with the target keyword at the start of the sentence.

Audit content and prune content

A content audit is a process where you analyse your current content to identify improvement areas. 

Action

I use the Ahrefs Content Audit spreadsheet to identify pages to keep, review or remove.

From 99 web pages, I removed 33 pages with no links or low impressions and a high position. 

Place the page introduction above the fold.

Above the fold is the content seen when a user first visits a web page.

The right content, including the introduction, can help users scroll, skim through the rest of the page and reduce your bounce rate.

You’re going to need the help of your web designer or developer.

Action

  • Visit some of your web pages on your mobile phone and take screenshots.
  • Ask the designer or developer to include these elements above the fold.
  • The title or header is visible.
  • The first sentence is visible.
  • A clear benefit is visible before scrolling.

Make it easier to skim the page.

People are busy looking at your page, so they skim and scan it.

If elements of your page don’t catch their eye, they’ll hit the back button and leave.

Action

Check your top pages are structured with:

  • H2, H3, H4 headings.
  • There are bullet or numbered lists.
  • There are images or illustrations.
  • Short sentences.
  • Sentences and paragraphs are well spaced out.
  • Consider adding a table of content to long articles.

Bottom-line upfront

BLUF stands for “Bottom Line Up Front,” meaning it should be easy to find and understand. If someone can’t figure out what you’re trying to say right away, they won’t read any further.

In a small study of 515 visitors to 3 of my web pages (using Hotjar), I discovered I lost 20% to 35% of my visitors in the first 10% of my pages.

I lost 36% of users on this mobile page in the first 1500 pixels.

Such findings are in alignment with the Nielsen Norman Group findings above.

Action

You can take several steps:

  • Write a benefit statement in the first sentence.
  • Use a table of content to show links to content further down the pages.
  • Add a call to action near the top of the contents.
  • Use the inverse pyramid technique to find the page summary at the top.
  • Use links to other pages within the first 1500 pixels.

Internal links; first, top and relevant

An internal link is when a page links back to another page within its site. A good internal linking structure helps users navigate through your site.

Here are some best practice guidelines for internal linking.

First link priority

The first link priority rule is that when a page links more than once to another page, Google will ignore all other links apart from the first one.

Top of Body Content

Next, if you want to prioritise internal links to boost a keyword ranking, place the link toward the top of your body copy, not in the sidebar or footer of the page. 

Relevant Anchor text

When using internal links, don’t just add links for the sake of it; use internal links to connect relevant content.

Action

  • Run a Site Audit with Ahrefs.
  • Click link opportunities.
  • Click Advanced Filter.
  • Add 2 filters; target position greater than 9 and less than 30.
  • Sort the report by target page.

In this example, there are 10 pages that I could link to my keyword difficulty page using variations of the anchor text “keyword difficulty”.

Go to each page and try to include this as the first link, near the top of the page, with a variation of the anchor text.

This will help improve the current target position of 18, as shown in the report.

Set up a Haro account to earn potential backlinks

HARO (Help A Reporter Out) is a service where journalists can submit questions they want answered and get answers from experts (like you).

The journalist writes their answer in a press release or article, citing and linking to you.

Action

  • Sign up as a Haro source.
  • Respond to relevant requests.
  • Provide a detailed answer to their question.
  • Include your name, experience and website link.

Ask for reviews

A review is a form of feedback where people share their opinions about products and services. Reviews can be positive or negative, but they all have one thing in common: they help consumers make better decisions when choosing products and services.

Action

  • Go to Google Business Profile.
  • Go to the bottom right of the screen and click “Share Review Form.”
  • Copy the link and send it to recently satisfied customers asking to review you or your business.

There are, of course, other review tools such as Facebook or Feefo for e-commerce sites.

Find more citations

A business citation refers to your company’s website within other websites that helps Google understand who you are and what you do.

Action

Use a citation building service from BrightLocal.com or WhiteSpark.com to identify and add more citations; costs start from $2 per citation.

Use Google Posts

Google Posts are text and image messages that appear in Google search results when people search for your company and are used by business owners to promote their offers and share news.

Action

  • Go to Google Business Profile and press manage now.
  • Click Posts
  • Click the add post button
  • Choose an option, e.g., Offer, What’s New etc
  • Complete the fields with your information
  • Preview then publish

Mention local landmarks in city pages

A city page is a web page optimised for local searches. It’s a great way to get more local customers when your website doesn’t appear on the local pack.

Your business may not be located in a city, but you want to do business with people there.

So you’re never going to rank in the local pack results, but you can rank underneath these results where there are still a lot of clicks.

 Your city page should include:

  • Information about your service.
  • Local reviews.
  • Staff quotes.
  • Local map and images.
  • Local contact information.
  • Local landmarks, e.g., an accountant might mention the local tax office; a construction company might mention the name and address of the city’s planning office.

Action

To identify local landmarks, follow these steps:

  • Go to Google Maps.
  • Type in the name of the largest hotel in the city.
  • Look at the map for relevant places near the hotel, e.g. bus stations, train stations, restaurants, cafes, banks, and local chamber offices.
  • Copy the place names and addresses and mention these places on your city page.

Conclusion

These quick wins have worked for me over the years; try one and let me know how you get on.

Categories SEO