By Andrew Choco, for Edwardsturm.com.
Creating content is an essential part of search marketing, but a lot of companies view content as just another task they have to get done. They pick a topic, write 800 words or so, post it to their website, and then maybe promote it on social media. A lot of times, a post is pushed through because the content calendar says there needs to be a post published, and little thought goes into the actual topic of the post.
The thing about content, though, is if done correctly, it can become one of your most valued assets for continuously driving traffic. All it requires is detailed keyword research, detailed writing, and a little marketing hustle. In this post, I’m going to show you how we used a tool called Answer the Public to create a content strategy that drastically grew our organic search traffic.
And please note: I am in no way affiliated with Answer the Public.
We began by using tools like SEMrush and Moz Pro to find keywords that had a low difficulty ranking and a high opportunity ranking. You can see two keywords we wanted to go after below:
Once we knew what keywords we wanted to go after, we put them into Answer the Public. Answer the Public generates actual user queries based on keywords and creates a web of questions broken into the question words what, why, when, how, and are.
From doing this we found out the exact questions our target audience was looking for. SEO is most of all about filling user intent, so knowing what questions to answer is very helpful. In our piece of content, we wanted to answer these questions, while still ranking for our main keyword, email blast examples.
- What makes a good email blast?
- What is email blast marketing?
- What are email blasts?
We published our e-commerce SEO article on April 28th and updated our email blast examples post shortly after (it was originally posted in 2014, but recently started ranking after earning a few backlinks).
We currently get around 200 site visits a month from these pieces of content, even though we wrote them over four months ago, and we aren’t promoting them across any social channels. All of the traffic we’re getting is coming from organic search.
Interestingly, ecommerce SEO expert doesn’t drive nearly as much traffic as email blast examples, but people who are searching for it are further down the buyer’s journey and are probably more likely to hire us for our services. Put another way, ecommerce SEO expert is a lot more qualified than email blast examples. We take all of these factors into account when deciding what keywords to go after.
Below you can see just how much our organic traffic grew over the past two months of trying this technique with our blog content:
Not only did we see an increase in organic traffic, but our goal completions from organic improved by over 200%!
While this didn’t all come from just these two posts, us sticking with a content creation and marketing strategy definitely gave us an uptick in our organic traffic.
Go after bubble keywords and create great content around those. One strategy we use is writing content on keywords that are ranking just off of the front page. Keywords in the 11-14 range could get that necessary boost onto the front page, and raise organic traffic.
Earn meaningful backlinks with specific anchor text. Use the skyscraper technique on awesome pieces of content, or start guest posting on blogs in your industry. This allows you to specifically choose the anchor text you want to use to link back to your page. It shows Google that your content is relevant to those keywords, especially if the site you’re guest-posting on has a higher Domain Authority than your own.
Interlink to your core pages in your articles. This is another trick that works well for pushing bubble keywords over onto the front page. If you have a page highlighting your SEO services, use the anchor text “SEO services” somewhere in the post to link back to that page. Sometimes even that can push the keyword from the second page to the first.
Overall, establishing a clear and strategic content strategy, and using the right tools is a great way to drive traffic and leads through your blog articles. Content shouldn’t just be about having something to post every week, but should be used to help your brand dominate the SERPs for your relevant keywords.
Let me know in the comments if this tactic works for you. Now go start writing relevant, quality, and purposeful content!