31 Jan How to Increase Organic Traffic by 269.98% in 90 Days (Using Content You Already Have)
How to Increase Organic Traffic by 269.98% in 90 Days (Using Content You Already Have)
When growing traffic, we marketers often focus on creating more content and marketing assets.
While a regular publishing schedule is key for content marketing, optimizing your existing content should become a regular practice.
This article will describe the content optimization methodology used to help these companies get the following results from existing content:
- Enterprise technology company: A 202.41% increase in overall traffic and a 269.98% increase in organic traffic
- MarTech company: 125.95% increase in overall traffic and 114.60% increase in organic traffic over 90 days
Let’s dive in.
Identifying optimization opportunities
We identify content optimization opportunities in two ways:
- Content that can be optimized to increase rankings in Google
- Conversion optimization opportunities from content that generates sufficient traffic
For the former, the biggest opportunities are often those that rank on page two or three for high-volume keywords. We use data from Ahrefs to identify these:
Using a scoring system, we then analyze each opportunity based on volume and keyword difficulty (KD) to evaluate how quickly we can get results.
Each piece of content then goes through an evaluation process. This starts with the content asset itself, identifying areas that are outdated, gaps that need addressing and ways it can be improved for depth and originality.
We then peek at the top five results for the target keyword. We analyze what they have in common, what they’re lacking and any gaps that they are missing. Competing content is analyzed across three categories:
- Content Competition: How comprehensive is the content? Does it include proprietary assets we don’t have access to? What can we add that they can’t?
- Backlink Competition: How many domains are linking to them? Is the competition moderate or fierce?
- Content Opportunities: What do we need in order to create the best piece of content on this topic and overcome the competition?
Clearscope is another tool we use at this stage, which provides data that informs us of what to include in our updated content.
Competing on backlinks is not always necessary. If our content provides a better experience – and is more comprehensive in nature – then it’s possible to beat the competition on better content alone.
For example, this article we created for Sales Hacker outranks the likes of HubSpot for a term that Ahrefs deems “Hard” to rank for. Even though it has far fewer backlinks than other results:
We then decide whether the content needs touching-up or a complete overhaul. If all it needs is some editing and additional content, we’ll fill the gaps with additional content. If it’s particularly thin or outdated, fresh content is required.
Planning and producing optimized content
With the opportunities revealed, we use a Content Framework to plan and outline the new article. This includes competitor information (detailed above), SEO data, influencer insight requirements and an outline. Thorough planning means our content is more likely to succeed.
There’s a delicate balance between giving Google what it wants (intent), writing for people and creating original content.
Luckily, you can have your cake and eat it too.
We use the data uncovered in the previous step to outline the necessary sections. Yes, sometimes this does mean taking inspiration from the competition.
But what about originality, proprietary data and unique experiences?
This is why we collaborate with subject matter experts and content creators to lend their insights, expertise and stories. It’s a journalistic approach to building credibility, and helps clients to expand their audience.
Other ways you can add originality to your content include:
- Doing the opposite: Ignore Google altogether and try a different route
- Depth in the details: Provide additional advice and takeaways on granular ideas
- Collect proprietary data: Find 20-40 members of your target audience, and ask them one to three simple questions
- UX & design: One thing I still love about Brian Dean’s content is his use of design (like in this example). Can you create an experience for critical and strategic content pieces?
- Contributions & citations: Involve other thought leaders and experts in the content creation process. Not only does this enhance content, but it provides access to a new audience
Optimizing for conversions
Next, we identify content assets that are generating a high amount of traffic, but can be improved for conversions.
We take a traditional conversion rate optimization (CRO) approach to this. Experiments are based on the following:
- Does the offer match the information the audience is looking for?
- Are we offering something of true value?
- What calls-to-action are being used?
- What call-to-action is most appropriate for this audience?
Let’s take a blog post that offers strategic advice relevant to their role. It’s unlikely they’ll be interested in downloading an eBook that offers advice on a tactical level.
Different audiences are sensitive to certain calls-to-action. Exit intent pop-ups may work, but some audiences have been conditioned to ignore them. Sometimes it irritates them enough to abandon the content altogether.
The takeaway? Find the perfect blend of offer, call-to-action and placement. Take your audience into account, and consider crafting tailored offers or lead magnets for individual articles.
Re-promoting for fresh eyes
With our content polished up and updated, it’s time to promote. Content distribution is key, but there’s no point in wasting time on ineffective channels just because they exist.
Start with people who shared and engaged with the original piece of content. BuzzSumo is useful for uncovering these individuals:
Identify core distribution channels that have a high chance of driving traffic. For example, there are various subreddits that encourage content sharing.
These channels can be hit or miss, but you can generate thousands of users to your content if you strike the right chord. Check out our guide on content distribution to learn more.
One last thing to consider is this: Align optimization with the goals of your current content strategy.
Ask yourself: Why hasn’t this piece already been updated? Is it still relevant to our goals and audience? It’s critical if it still has a place on your blog.
The philosophy behind content optimization is simple: Treat every piece of content like an asset. Re-invest in relevant content that will help you get better results.
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