How to Improve Organic Search Traffic – Rank Higher on Google in 2020


Before we get into the details of how we can help increase your organic rankings, let us dive deep into one of our past clients, SoCal Industries. SoCal Industries is a local business serving the Los Angeles County. They provide high-quality services such as portable restrooms, fences and other public materials necessary for commercial and residential venues.

Their mission is to provide “Clean Quality Service” where every customer receives their equipment as fast as possible.

For this study, we will be analyzing SoCal Industries as an example of how we conduct SEO research and increase organic visitors to your website.



Analyze Your Data To Improve User Traffic



To understand how to build your organic traffic, you must first rely on the data behind your website’s performance, specifically user behavior.




User behavior is important because it tells you what changes you made that caused a progression or depression of visitors.

When you pinpoint a specific time period of data, you have a higher chance of altering these changes, most importantly improving the performance of your website.

The amount of visitors driven to SoCal’s website decreased by 3.4% in the last 28 days. Although not a substantial drop in traffic, it does have potential to decrease the % of leads to the website.


What is evident is that SoCal’s main source of traffic is:

  • Driven through Paid Search Not Organic Search
  • Bounce Rate is 47.47%, an exceptional rate that could be improved with further analysis


“As a broad rule of thumb, you’re aiming for a website bounce rate of under 40%. Between 40% and 55% is usually okay, while 55-65% shows significant room for improvement. If your bounce rate is above 90% or below 20%, that often indicates a tracking or code installation error.”



According to Exposure Ninja , 47% is ‘usually ok,’ but take this with a grain of salt. Don’t focus solely on just the bounce rate to drive traffic.

Use this information to understand what users are doing within your website and decide if you need to increase your SEO content or improve your user interface. It’s hard to decipher which method is better at increasing organic traffic, therefore it is wise to try both. We will discuss this further in the section.

You might be wondering, “Why increase organic traffic for a local business?” “Isn’t paid ads enough to generate leads or new visitors to the website?

It is enough if you have the budget. If you have a high budget for ads then that’s great! You are one step ahead of the game.

For the rest of us, we have to focus on SEO. That means, ranking for keywords on Google that are highly searched and plausible without draining our budget.



Improve SEO with Good Keyword Research


Good content and organic traffic comes from searchable keywords. Some people who start off writing blogs believe that their website will rank on Google because they write ‘good content’. If it’s good content to them, their website will become popular on Google search.

However, that is far from the truth.

To grow visitors and generate leads, you need to rank for keywords that people are searching for while staying relevant to your business.

You can be ranked for a million keywords. However, if those keywords don’t make sense for your business, you’ll get the wrong traffic to your website.

Wrong Traffic = Less Sales = Less Leads.


Let’s take a look at what keywords SoCal Industries is being ranked for and what needs to be improved to increase organic traffic.

( This study is conducted through SEMRUSH, one of the best software tools to conduct keyword research. It’s reliable in that it tells you everything you need to know about what keywords are driving organic traffic to your website and how to improve your ranking on Google. )


SoCal Industries’ Organic Traffic (Mobile vs. Desktop):



From October to November 2020, Desktop and Mobile organic keywords increased. Desktop traffic increased from 450 to 453, a 0.66% increase. Mobile traffic increased from 11 to 12, a 9.1% increase.

Most keywords are searched through desktop. 463 keywords are used in desktop vs. 11 keywords are used in mobile.

Higher % of organic traffic is driven through desktop. 1,200 users through desktop and 646 users through mobile.

Mobile shows a higher percentage of ‘Top 3’ ranked keywords on Google Search vs. Desktop.



Based on SoCal’s analytics, the best practice moving forward would be to focus on increasing organic keywords on desktop, specifically ranking some keywords to reach the Top 3 searches on Google’s SERP.




Below are some of SoCal Industries keywords that have the potential to be ranked Top 3.




The Search Volume is exceptional and the Keyword Difficulty isn’t high enough to where it seems impossible to rank for.

Let’s take the keyword ‘porta potty rental los angeles‘ for example. It has a high search volume and a moderate keyword difficulty which makes sense because its location specific and is a long-tail keyword which is easier to rank for.

To increase its position to the Top 3, we need to either increase SEO content surrounding this focus keyword and or compete with companies who are ranking for this keyword.



Create Content That Contains Focus Keywords



The best method to creating keyword focused content is to use software that helps you improve your On-Page SEO.

These are our Top Picks:

  1. PageOptimizer Pro
  2. Moz On-Page Grader
  3. Yoast SEO

PageOptimizer Pro is by far our favorite out of the three.

It allows you to target multiple focus keywords and gives you a full detailed analysis of how to optimize your content. The most important tool is their competitor analysis tool that compares your competition’s content with your own.

This gives you insight into how their content is able to rank them on Google’s SERP and best of all, provides you with alternative methods to increase your search position.

Don’t worry about being the best writer…it’s all about content, relevancy, and optimization.

If you provide optimal content that is relevant to your audience and speaks to their needs, more visitors will trust your website.



Competitor Analysis, The Secret Sauce to Growing Organic Traffic


How can we improve organic traffic with competitor analysis?

Let’s take the keyword ‘porta potty rental los angeles‘ for example, and conduct competitive analysis for SoCal Industries.

Using SEMRush, we need to determine who our competitors are and rank for exact or comparable words. SEMRush has an unbeatable Keyword Research tool that makes it easy for you to see the competition behind each keyword, and a more accurate Keyword Difficulty % compared to Ahrefs.

When we type in ‘porta potty rental los angeles‘ into SEMRush’s Keyword Overview, we get a list of keyword ideas and its SERP Analysis.



The SERP Analysis shows us the Top 10 websites that are ranking for this focus keyword alongside its variations.

Remember that we are trying to rank for the same keyword, therefore RentNational would be SoCal Industries’ top competitor. We need to see what is working for them, how our organic traffic is comparable to theirs, and find ways for SoCal to rank higher.

We can use variations of the focus keyword used by RentNational:

‘porta potty rental’

‘port o potty rental’

‘toilet rental los angeles’

‘portable bathroom rental near me’




Using variations will help you rank over your competition because although they may rank #1 in one keyword, increasing your variations will allow your site to be more searchable overall. In addition, you can use these variations to come up with content ideas within your website, thus driving more organic traffic to your business.





The truth is, improving your organic traffic isn’t something that is going to happen overnight.

Growing traffic takes months, but don’t be discouraged! If you have read this far you would know that there are many ways to do it but you have to do the research.

Anyone can do it. With the right tools and the methods discussed in this article, you can apply this to any business or niche you are competing against.

Start analyzing your SEO data.

Let us know in the comments if this article was helpful!

Have you started growing your organic traffic? What problems have you run into?