Google has provided advice for struggling websites on how to improve their organic traffic from Google Search. According to Google’s Search Liaison Danny Sullivan, there are three core areas that websites should focus on: creating high-quality content, diversifying traffic sources, and building an engaged audience.
Creating high-quality content is crucial for attracting readers and improving visibility on Google Search. Sullivan emphasizes that websites should prioritize what they think is best for their readers and focus on content that resonates with their target audience. While content is important, it is not the only factor for success. Websites should also promote their content across multiple channels and diversify their sources of traffic.
Diversifying traffic sources means avoiding dependence on a single source like Google Search. Sullivan advises websites to receive traffic in various ways, such as direct visits, email referrals, links from other sites, and social media mentions. However, he clarifies that these sources of traffic won’t directly improve rankings on Google. The goal is to build a normal site that caters to people rather than solely focusing on pleasing Google’s algorithms.
Building an engaged audience is another crucial aspect of success. Sullivan shares his personal experience of growing two websites, including Search Engine Land, into notable and profitable entities. He emphasizes the importance of developing multiple ways to reach an audience, such as email lists and social media accounts. By establishing a long-term relationship with readers and customers, websites can create a loyal and dedicated audience.
Sullivan also addresses concerns about Google’s ranking system and signals. He explains that Google uses a variety of ranking signals, including user interaction data. While user interactions can influence rankings, it is not the sole determining factor. Sullivan dismisses the notion that only user interactions matter by highlighting the importance of being seen in the first place.
Overall, Google’s advice highlights the need for websites to prioritize audience engagement and content excellence. It encourages website owners to think beyond just Google and SEO and focus on creating valuable content, diversifying traffic sources, and building an engaged audience. By following these guidelines, struggling websites can improve their chances of success on Google Search.
