There isn’t a marketer in the world who doesn’t want to get results fast.
I won’t reveal secret hacks on how to boost your organic traffic by 400 % in 2 days, because such things are closely related to the Loch Ness monster – they don’t exist.
In this guide, I’m going to show you 4 simple frameworks how to get more organic traffic without creating new content.
Identify Existing Traffic opportunities
HubSpot was able to increase its number of monthly organic search views of optimized blog posts by an average of 106%.
Some content creators like to publish dozens of new blog posts every month, based on little more than the hope that this content can acquire traffic and conversions.
I don’t agree with that. It’s a lot of hard work and waste of resources.
Do you want to get results fast? You need data-backed decisions.
Put your blog in Ahrefs Site Explorer.
Filter positions from 6 to 20.
Now you have a list of keywords where you ranked closely to TOP positions.
Export the csv file and import to Google Sheets.
Keep these columns: Keyword, Position, Volume, URL, Difficulty, Traffic, CPC.
Sort information by URL and Volume.
Now you have a table where you can see all your blog content and sort by keywords and volume.
Here are a few ways you could optimize the content to move it up the rankings:
- Add missing keywords in your text (avoid keyword stuffing)
- If you are ranked in the second page and the keyword has big volume, even if you didn’t use this word, it can be worth adding a paragraph with H2.
- Add internal links from relevant posts with good traffic.
- Update visuals.
- If you made a bigger change, you can publish with a new date.
- Promote it in your social media channels.
Note: A couple of new backlinks from high authority websites will also be useful.
Page title and meta description experiment
It is so simple that it is often forgotten.
When you’re already ranking on the 1st Google SERP page the easiest way to get more traffic is to increase CTR%.
Meta titles testing framework is also based on data.
- Visit Google Search Console Performance report.
- Find keywords bringing a high amount of traffic, but low CTR%
- Check TOP 10 results by chosen keyword.
- Identify elements which can increase CTR. power words: Top, Best, Ultimate, Free. Brackets: [Video], [Infographic], [Ebook]. Numbers: 2019, 20 ideas, 35 apps, etc.
- Update your page title and meta description with main keywords and clickable elements.
- IMPORTANT: you need to save the old version of the Page title and meta description, because there’s always a chance that after updating you’re going to lose positions and traffic. When you have a copy of previous versions, you can easily revert if need be.
- After updating, keep an eye on GSC impressions share, CTR%, average position, and clicks.
Remove Keyword Cannibalization
You’re spending thousands of dollars for your marketing campaigns. You’re fighting with the biggest names in the market. It’s hard.
Keyword cannibalization means that your website is competing against itself. How sad is that?
When two or more pages on your website are focused on the same keyword, Google has a problem deciding which page to rank.
Be good, help Google.
- Go to Semrush Organic Research report and add your blog URL.
- Under positions Tab you will see all your keywords.
- Export them.
Copy paste Keyword Cannibalization Template.
Import in Semrush CSV data in 1. SEMRush Export
In Sheet Done, you will see data on which keywords have a problem with cannibalization:
Now you need to resolve cannibalization:
- Delete: if one of the pages has no traffic, no conversions, and no backlinks, you can delete these pages and redirect to related content.
- Merge: if both pages look similar by metrics, you can merge the lower ranking article into the better one. Don’t forget to redirect 301.
- Small content updated for both articles: there are situations where you just need to delete a couple of paragraphs to solve the situation. For example, if both of your articles have the paragraph “What is?” Delete one.
You need to check keyword cannibalization periodically.
Use behaviour tracking tool
Understanding of user interaction is more related with UX than with SEO. But it can really help to understand bottlenecks in your content.
UX directly affects bounce rate, exit intent rate, time on site. All these metrics are important for SEO.
The most important part is that you can understand whether site visitors are seeing your CTA, or at least know what is interfering with their inclination to click on it.
All content marketing and SEO activities are useless if visitors cannot even find your CTA.