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Freelancing culture has taken a front seat in recent years. Today, 79.6 million freelancers offer services in the United States alone. This number is expected to grow to 90.1 million by 2028.
With so many competing for visibility, how can you drive organic traffic to your portfolio website?
In this comprehensive guide, we’ll review ways to get more eyes on your portfolio website, including optimizing for AI visibility and building authority. By the end of this article, you’ll be equipped with strategies to boost website traffic and, eventually, close more deals.
Best Practices to Get More Organic Web Traffic for Your Online Portfolio
Your portfolio websites demonstrate skill sets and act as a window to your brand personality. When you optimize for SEO, you show search engines that your brand is credible on all levels.
Optimization generally starts with keyword research and content quality. However, we’ll discuss the extensive SEO best practices to help your website rank better and show up on AI search engines.
#1 Optimize Website for Search Engines to Rank Higher
Website optimization is the process of using strategies and experimentation to improve site performance. It involves solidifying user experience, content quality, and technical aspects. This cohesively helps increase visibility in search engine results pages.
Improving SEO for portfolio website is an ongoing process—you usually start by analyzing your current website to find gaps. From there, you can choose the right keywords and work with SEO tools.
Research the Right Target Keywords
Find keywords related to your industry and audience preferences. The key is to think like your audience; consider what terms they might use on Google. If you’re a designer, your keywords could be “Freelance UX designer” or “Hire product designer.”
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The keywords usually differ with the industry type and services offered. For instance, a digital marketing expert will use niche-specific terms like “B2B content marketing consultant.” These terms are also used to target local SEO—for example, “Digital marketing expert in Miami.”
In addition, use keyword mapping for different webpages in your portfolio.
For example:
- Homepage: Freelance digital marketing expert
- Services: SEO expert for startups
- Case studies: Marketing campaigns for e-commerce brands
- About: Certified digital marketing consultant
- Blog: How to create a winning content marketing strategy
Implement On-Page Optimization
On-page optimization makes sure your site is visible to search engine robots. It includes keywords, meta tags, headings, content quality, and mobile speed, among other things.
The URL is the first element you must focus on, as it directs users to your site. Keep them SEO-friendly and reader-friendly, so people remember them.
- Good example: www.yoursite.com/UX-case-study-fitness-app
- Bad example: www.yoursite.com/page?id=83project&=abc
Here’s a checklist to get you started:
- Choose the right target keywords,
- Create a compelling meta tag,
- Utilize headline tags properly,
- Optimize images,
- Make your site mobile-friendly,
- Improve site speed.
Set up Google Search Console and SEO Tools
Google Search Console (GSC) is a free tool to monitor and troubleshoot your site’s performance. It tracks keyword rankings and clicks, allowing you to spot low CTR pages. You can then rewrite meta tags to improve relevance.
This tool also identifies:
- Indexing issues,
- Monitors core web vitals,
- and backlinks.
GSC is a powerful tool to monitor your SEO performance. However, it only tracks keywords with impressions and provides limited historical data.
Luckily, you can now pair it with the Rank Tracker by SE Ranking for a more detailed view of your keyword performance. You can track visibility, average position, SERP feature presence, and estimated traffic. Plus, you’ll be able to monitor how your brand is performing on AI Overview results, ChatGPT, and other AI search engines.
#2 Enhance Website Performance to Retain Visitors
SEO for personal website often requires technical optimization to keep visitors engaged. Users are likely to leave if your page takes longer than 3 seconds to load.
Page speed is one of the many factors that affect your website’s performance. Your website’s aesthetics also determine engagement. Users might leave the page if there are too many fonts and colors.
Follow the tips below to keep visitors engaged on your site.
Implement Clear Navigation
Intuitive navigation tells clients that you’re an experienced freelancer. Plus, it makes it easier for them to find your contact, in case they’re interested.
As they skim through your portfolio, they’ll initially look at the header section. That’s why your website must follow a logical order with the most important information first. A sticky navigation bar also helps users access key pages without scrolling all the way up.
Other ways to improve navigation include:
- Adding a clear CTA button,
- Using drop-down menus,
- Using anchor links on longer pages,
- Using a search bar,
- Including a footer menu,
- Designing for mobiles.
Choose a Simple and Responsive Web Design
A responsive website automatically adjusts the pixels according to different device sizes. And a simple website loads faster and looks professional, too. Stick to a clear grid structure (2-3 grids maximum), and use ample white space to highlight important elements.
Next, choose legible fontsets—2 font families help differentiate headings and sub-headings. You could also use different colors for each. But remember to use a simple color scheme of 2-3 main colors to highlight the CTA button or important sections. Anything beyond that could overwhelm and distract readers.
Improve Website Loading Speed
Slow page loading speed increases bounce rates and causes a negative brand reputation. With busier schedules, clients are prone to closing the tab rather than waiting for your portfolio to load.
But you can fix that with these simple tips:
- Use responsive image sizes,
- Use light-weight themes,
- Limit custom scripts or animations.
#3 Optimize for AI Visibility and Boost Brand Mentions
According to recent research, AI search engines are already transforming SEO with a CAGR of 35.9% and 83% of companies say AI is a top priority in their business plans.
From showing up on Google Overviews to ChatGPT answers, aligning with AI query patterns is important to attract clients.
AI systems look for human-centered content, meaning language that’s natural and easy to understand. Think of prompts that your target audience is likely to use. For example, “Best freelance copywriter portfolio” or “How to evaluate a UX designer.”
Creating data-led content can increase brand mentions in AI search engines, signaling that your website is highly relevant. Next, build content that directly addresses these queries.
Use a structured format while establishing thought leadership in your industry. Google scans for easy-to-extract and clear answers. Include short paragraphs, clear headings, and straightforward answers.
You can also use AI tools that can help boost organic website traffic. For example, AI chatbots can answer FAQs or learn more about your potential clients.
#4 Start a Blog and Build Strong Topical Authority
Not every site visitor is acquainted with your brand and services. Blogging is a great way to engage and convert users. It’s a broad concept that lets you share anything from updates to industry knowledge, in turn, building topical authority.
Topical authority is the ability to demonstrate expertise and trustworthiness on a subject. It’s about creating a knowledge base as the go-to source in your industry and not merely ranking for keywords.
Google uses the E-E-A-T framework (experience, expertise, authoritativeness, and trustworthiness) to evaluate content credibility. Share first-hand experience, exhibit expertise, and be transparent to increase rankings.
#5 Build Backlinks to Increase Website Authority
Backlinks refer to the links to your website on external sites and platforms. When a high-quality site mentions your portfolio, it indicates website authority in search engine rankings.
Common ways to get backlinks are:
- Guest posting on authoritative sites like Forbes,
- Implementing HARO (Help a Reporter Out),
- Creating downloadables such as reports, infographics, etc,
- Getting listed in directories, for example, Dribbble for designers.
- Appearing on podcast interviews or hosting webinars,
- Collaborating with other creators,
- Repurposing content on other platforms,
- Writing testimonials for other companies, so they’ll link back to your site.
#6 Add Client Reviews to Boost Brand Credibility
Client reviews help your leads understand your potential. Sharing these reviews on social profiles is a great way to attract quality clients. Or you could also create videos about your latest projects or work process to enhance the brand experience.
Add your site’s link in the description box in the video platform you use. This helps people know how to contact you.
Closing Thoughts
The right strategies will help you drive organic traffic to your website—leverage technical optimization, build brand authority, and improve AI-search visibility.
Your clients are likely looking for someone with expertise and knowledge. The most effective way to demonstrate this is by applying the best practices outlined above. As you provide value, it becomes easier to connect with search engines and humans alike.
One more thing...
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