Digital Marketing

Suck that, SEOs

I found myself deep in conversation with a friend the other day, who is embroiled in the world of e-commerce. It went a little like this:

Him:   “I need to boost my web traffic, what do you recommend?”

Me:    “Well, I’ve been tracking my site and seen an 18% increase in unique visitors, 4,000 percent increase in returning visitors, a drop of 17% in bounce rate and a boost of 328% increase in time on the landing page”

Him:   “That’s impressive, how did you do it?

Me:    “A refined marketing strategy built on trial, error and building the right content.”

The point is, we all want high traffic, new visitors and return visitors, that’s a given. The question is how to get there?

One Single Idea

My business was built around one single idea: to grow by learning what works and what doesn’t for every single client. Understanding what works and what doesn’t, has been key to its evolution. It’s a strategy I’ve applied to all my clients.

In my studies of the digital marketing science, I stumbled upon something called “Star-shaped content”. A simple and interesting concept that is described in details in this article:

Using it, I generated pages and content around one single existing page that I wanted to rank higher on Google – the homepage. The results were impressive. And it makes sense right, why not direct all your traffic to one page, then try and spread it thin?

The Experiment

There is no doubting the value that online ads bring, but there is no greater value than having your own content ready, sitting there on your site or blog, generating traffic passively. As ever, ranking higher on Google organically is the mecca!

When I started the experiment, we were getting 55 unique visitors a day to our newly created site. We had no traffic from Google and weren’t even ranked.

Using the “Star-shaped content”, the ambition was to increase unique visitors to the website as a whole.

I ran a keyword search to see the content that ranks the highest while analyzing competitor content. I found Buzzsumo a great tool in understanding clients, and the content they share on social media, while Ahrefs helped us understand the competition. These tools proved invaluable in understanding relevant keywords and content.

There are four ways I approach keyword analysis:

  • Analysing competition
  • Analysing customer shared content
  • Using keyword tools
  • Trending topics

Rich Content

Some of the results were unexpected.

Among other findings, I discovered that some competitors were using geolocations to target consumers (this came out using as well), I also saw that the longer the article, the more interactions it received. This helped me think about content for our own end users. I also discovered that I could make my site more searchable by listing on Google.

Armed with a list of keywords and topics, I was able to curate relevant content and build authority on my site around the homepage.

We paid professionals from Upwork to write the content, giving them headlines and keywords, tweaking it where suitable to optimize SEO.

The Result!

This worthwhile experiment cost us just $460 in total and the return on that investment you already know from the top of this article.

Going back to where we started, the conversation with a friend, our website saw great results from this experiment. Most notably an 18% percent increase in unique visitors and 328% time spent on the landing page.

In summary, engaging content, well-researched SEO terms and understanding your audience really is keen in targeted the right people the right way.

If you’d like to see the experiment in full detail, please visit our blog here >>>

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