21 Ways To Drive More Traffic To Your Website

increase website traffic

Website traffic is crucial for business owners. More traffic to your website could mean more sales, Ad revenue, email subscribers & leads, so it should be a top priority. 

While you know that you should be driving more traffic to your website, it not as easy as some make it sound. It doesn’t take much to overcomplicate the process and get confused about what to do next. 

So, it’s time you learn the many ways to increase your website traffic, which I rounded up for you along with additional resources to help you dive deeper into the strategies that you want to try out or optimize. 

 They all come with their own sets of strengths and weaknesses, which I detail below. 

 

Advertising Increases Website Traffic

Advertise 

Paid advertising is a quick way to drive traffic to your website. There are many ads that you can run on different channels. 

For search engines, you can run pay-per-click (PPC) or retargeting ads. For social, there are sponsored posts. You can also have banner ads or rich media on websites, apps, and socials with display advertising. 

Each channel has its pros and cons, but combining the different types of advertising can be an excellent strategy to consider. 

That said, paid advertising is a vital strategy for digital marketers. In fact, marketers who participated in the 2019 CMO survey project a nearly 90% increase in social media spending in the next few years. 

Meanwhile, 40% of brands and agencies said in another study that they want to increase their PPC budget. This indicates how effective and lucrative it is for marketers. 

Strengths: 

  • Paid search ads are well-targeted 
  • Offers huge reach and immediate results 
  • Results are measurable through detailed data analytics 
  • Running a paid ad is usually inexpensive 
  • You have control over your marketing budget 

Weaknesses: 

  • Paid search still costs money 
  • Ads disappear after the campaign ends 
  • There is a risk of overspending 

Additional Resources on Paid Advertising 

 

Use Social Media Presence for more site traffic

Establish A Social Media Presence 

Fact: 45% of the world’s population are on social media. And 54% of them use social media to research products according to statistics by Oberlo

But most importantly, 73% of marketers believe social media marketing has been “somewhat effective” or “very effective.” 

These numbers just show how vital having a social media presence for your brands is. That’s why you should start paying more attention to your social media efforts now. 

Ensure you are doing more than just creating a profile. Use your social channels to link and promote your content. But it’s not just mediocre content I’m talking about here. You should post relevant content that gives the most significant value to your followers, which we will discuss further in our next point. 

Aside from posting great content, you should also use social features such as Facebook Messenger, live videos, Instagram Stories, and IGTV. Remember that the key to succeeding in your social media marketing efforts is by being an early adopter of new features. 

LinkedIn is my recommended platform at the moment. You can still have success with others, but LinkedIn’s organic reach easily makes it the social platform you should take seriously sooner than later. 

Start by connecting with me on LinkedIn here

Strengths: 

  • Social media marketing is cheaper than most marketing strategies 
  • Offers broad reach and large audiences 
  • You get to engage with your customers through community building 
  • Gives your brand personality 
  • You get to learn more about your customers 

Weaknesses: 

  • Social media marketing is time-consuming 
  • It takes a long time before you get results 
  • Your brand is prone to negative feedback 
  • Most end up utilizing the “Pay to Play” model 

Additional Resources On Social Media Strategy 

 

Create Content for more website traffic opportunities

Produce Relevant Content 

If you don’t have a blog yet, you should start it as soon as possible. 

Statistics show that marketers who prefer blogging are 13 times more likely to attain a positive ROI on their efforts. 57% of marketers also said they’d gained customers through blogging. 

The content you produce on your blog gives people a reason to keep coming back to your website. Aside from that, it also helps improve your SEO, which I will discuss later on. 

But how do you create content that is of value to your customers? First, you need to know your buyer persona. Then, conduct SEO research to learn what your audience is searching for online. From there, create a well-written blog. 

There are different types of content ranging from lists, interviews, infographics, evergreen, and more. Discover which content attracts more website traffic and devise an effective content strategy. 

Strengths: 

  • Blogs are excellent for brand awareness and authority building 
  • Gives your audience a reason to come back to your website 
  • Blogs help improve SEO ranking 
  • You attract new customers, engage existing ones, and convert both 

Weaknesses: 

  • Creating content can be time-consuming 
  • Producing unique and creative content can be challenging 
  • Blogging requires you to have regular updates 

Additional Resources On Content Creation 

 

SEO to drive more traffic and sales

Utilize Search Engine Optimization 

As previously mentioned, blogging can help boost SEO. But what is SEO, or search engine optimization? 

SEO is a method used to gain ‘earned,’ ‘unpaid’ organic traffic from search results. 

Optimizing for search engines can increase the quantity and quality of traffic your website receives. This involves several methods, including on-page SEO, off-page SEO, keyword research, improving site architecture, link building, and content creation, among others. 

According to Adweek, SEO is vital because 81% of shoppers conduct online research before they purchase a product. And this strategy helps people know your website exists at the time they are most engaged with what you offer. 

Strengths: 

  • SEO gives your website exposure to people searching for solutions online 
  • Delivers a continuous flow of traffic through on-page and off-page methods 
  • Makes you an expert in your niche 
  • SEO-generated leads can go as high as 14.6% close rate 

Weaknesses: 

  • SEO requires time to see results 
  • Has no guarantee for results, especially if you are aiming for page 1 ranking 
  • May require significant investment if you’re hiring external help 

Additional Resources On SEO 

 

Local SEO to Drive more website Traffic in Specific Areas

Don’t Forget Local SEO 

Local SEO is an excellent strategy if you own a brick-and-mortar store. The same holds if you service a specific geographic area. 

Data shows that 80% of local searches result in conversions. In fact, 50% of users visit a store within a day after conducting a local search, while 76% who look on smartphones drop by after a search, according to Google

So, if you’re offering pizzas and a local customer searches, “best pizza near me,” you’ll be missing out on the opportunity to get found and convert. That’s why you should optimize for local SEO. 

To do this, claim your business page on Google My Business. Enter your name, address, and phone number, and make sure they are consistent with your social media pages. 

Also, ensure you are using location-based keywords that are relevant to your industry. 

Strengths: 

  • Local SEO gives you the upper-hand over competitors 
  • Increases visibility for businesses in their communities 
  • Shows your website at the exact time local customers are searching 
  • Ensures business is legitimate to your prospective customers 

Weaknesses: 

  • Not recommended for international or online-only businesses 

Additional Resources on Local SEO 

 

How To Guest Post for Your Website

Guest Posting 

The art of finding popular blogs and writing a high-quality article for them. This is one of the fastest ways to boost your website’s traffic and awareness if you target the correct sources. 

Several case studies have shown how effective guest posting is in driving significant traffic to a website. For instance, one SEO expert generated nearly 400 visitors after publishing on Moz. And that guest blog still drives 10-20 visitors even after more than two weeks after the post was published. 

While it promises excellent results, guest posting is easier said than done. But there are definitive guides out there to help you get started with guest blogging. 

The first step is to find respected blogs in your niche and build a relationship with them. Learn about their audience, style, and the topics they cover before making a pitch. 

Strengths: 

  • Guest posting shows you’re active in the community 
  • Builds your reputation in your industry 
  • Allows you to generate more backlinks 

Weaknesses: 

  • Building a relationship with reputable bloggers can be a challenge 
  • The standard for guest blogs can be very high 
  • Writing high-quality guest posts can be tedious 

Additional Resources on Guest Posting 

 

Email Marketing to connect with your audience and drive website traffic

Utilize Email Marketing 

Email marketing is a traditional content marketing strategy that is still very much alive. When combined with other approaches, it can prove a valuable tool for driving traffic to your website. 

Data shows that an average return of $42 can be expected for every $1 you spend on email marketing. 

As you produce valuable content, you can support it with email marketing. Promote a new blog to your current subscribers or followers for a quick traffic boost. 

This is why it is crucial to build your email list as soon as possible. 

To get started in the email list building, add sign-up forms on your website. This can be a pop-up on your homepage or about page. You can also use your social channels to promote email newsletters. 

You’ll have to be creative. Personalizing the email marketing experience is crucial now of days. You have to stand out. A set it and forget it email drip will not cut it if you are looking for the best results. 

Strengths: 

  • Email marketing is relatively affordable 
  • You can quickly create an email campaign and reach a warm audience promoting your content and offers 
  • Easily track and measure your efforts 

Weaknesses: 

  • Your emails could get marked as spam 
  • Not well-targeted; you may not be reaching the right audience 
  • Unsolicited emails can cause customers to consider your business less reputable 
  • It’s getting more challenging to cut through the noise  

Additional Resources on Email Marketing 

 

Video Content for more followers and visitors to your website

Create Video Content 

While text-based content is still the heart of digital marketing, social evangelists are beginning to prefer watching a video than to read. In fact, visual materials such as videos offer significantly higher information retention. That said, you must incorporate video in your content strategy. 

According to BrightCove, videos yield a 157% increase in organic search traffic. Hubspot finds that 85% of marketers create video content online. 

Fortunately, you don’t have to spend much to produce a video. There are free tools out there to make the video creation process a tad easier. 

Consider embedding videos into your blogs. Then, you may want to put up a YouTube channel for your business. 

Also, take advantage of social features such as Facebook Stories, Facebook Watch, IGTV, and live videos. The last one is particularly useful in boosting organic reach, which I will discuss in my next point. 

Strengths: 

  • Video content has strong engagement 
  • Improves conversion rates 
  • Easy to repurpose and reuse 

Weaknesses: 

  • Professional-looking videos have high production overheads 
  • Some people can’t watch videos online, limiting your reach 
  • Not all audiences are into video content 

Additional Resources on Creating Video Content 

 

Live Streaming for increase followers and website visitors

Broadcast Live Videos 

A decline in organic Facebook reach began affecting brands in 2014. One of the primary reasons for this decline is the volume of content being published on the platform. 

So, how can you expand your reach organically? Facebook has begun the shift to make News Feed more about connecting with people, and one way to do this is through live videos. 

Yes, live videos rank even higher than news feed videos. This is because it is exciting, in-the-moment, and creates a more personal relationship with your audience. 

Broadcasting live videos is a great way to establish your social media presence. It can also help boost your traffic by directing your audience to your website. But most importantly, it has a positive impact on sales. 

Strengths: 

  • Live videos boost organic reach 
  • Allows stronger engagement than regular videos 

Weaknesses: 

  • Requires to go live regularly 
  • Risk of producing low-quality videos  
  • Can be unpredictable as it is prone to technical difficulties 

Additional Content on Video 

 

Influencer Marketing tips for traffic

Engage in Influencer Marketing 

Influencer marketing is a powerful strategy to raise awareness about your brand. Did you know that driving brand familiarity is four times more effective when you team up with YouTube influencers than those with celebrities? 

Your brand also gets more credibility when you collaborate with influencers. 

When deciding on whom to team up with, research the micro-influencers in your community. 

Micro-influencers may have smaller following, say, 10,000 or below. But their followings are well-targeted and could lead to the best results for your brand. This means more engagement, clicks, and a higher ROI. 

Collaborate with micro-influencers, tap into their followers, and generate more traffic to your website. 

Strengths: 

  • High engagement rate 
  • Broadens your brand’s reach 
  • Tap into a relevant audience 
  • Helps build trust and credibility to your brand 
  • Relatively affordable 

Weaknesses: 

  • Difficulty measuring results 
  • Risk of fake influencer metrics and followers 

Additional Resources on Influencer Marketing 

 

Interviews for more website traffic

Interview Industry Thought Leaders 

Aside from influencers, you should also tap into the insights of thought leaders in your industry. 

When thought leaders talk, people listen. Respected people in your industry can attract attention from your target audience. 

Think Pat Flynn with Smart Passive Income, John Lee Dumas with Entrepreneur on Fire, and Tom Bilyeu with Impact Theory. These entrepreneurs offer tons of value on their own, but utilizing other thought leaders helps them expand their audience and keep people coming back to learn from the next thought leader. 

But what makes a thought leader? He or she is someone who offers information that people can’t get from anyone else. A thought leader can adequately explain what works and what doesn’t on a particular topic based on their research and experiences. They offer great advice that makes for valuable content. 

And once you complete an interview, be sure to promote it across multiple channels. Doing so can bring in loads of traffic to your website. 

Strengths: 

  • Builds your authority, expertise, and trustworthiness 
  • Attracts attention from your target audience 
  • Longer shelf life than the average blogs and articles 
  • Access to the thought leader’s following, resulting in a more extensive reach 
  • Offers new information and ideas that are shareable 

Weaknesses 

  • Finding industry leaders to interview is a challenge 

Additional Content on Interviewing Thought Leaders 

 

How Media coverage helps your brand

Media Coverage and Public Relations 

If you’re a thought leader yourself, you can use your expertise to catch the attention of the media. 

Media coverage creates an excellent opportunity for you to to generate some word of mouth buzz, which can help to bring traffic to your website. 

You can also get yourself interviewed without being a thought leader. 

If you have new products that you deem valuable for the community, or if you have a unique company culture that you’d like to share, you can be in the center of the media attention. 

The key is to let your marketing and public relations teams collaborate. 

Also, do your research and use your connections wisely. Avoid spamming media outlets if you want to secure a segment and build an ongoing relationship with them. 

Strengths: 

  • Wider reach through media outlets 
  • Can put a face on your company, boosting credibility 
  • Gets people to pay attention to your business 
  • Lets you develop an emotional connection with your audience 

Weaknesses: 

  • Attracting the media’s attention can be tough 

Additional Resources on Gaining Media Coverage 

 

Contest and giveaways for increased website traffic

Host Giveaway Contests 

Contests and giveaways can get people engaged and excited. And this means an opportunity to increase your website traffic. 

Aside from website traffic, hosting contests can grow your following by a considerable percentage.  

According to Tailwind, Instagram accounts can achieve 70% faster follower growth when brands hold contests. 

But when I say giveaway, I mean freebies that people would want and are relevant to your brand. So, ensure you do some research about your audience. Then, decide the prize, the contest type, and the platform to hold your contest. 

Once these are all set, craft a compelling ad copy with engaging graphics. Do all these, and you’re ready to run your first giveaway contest. 

Strengths: 

  • Giveaway contests are engaging 
  • They have the potential to go viral 
  • Gain a substantial social following 
  • Allows you to gather user-generated content 

Weaknesses: 

  • Requires time and money 
  • Risk of causing drama around your brand (People don’t like not winning) 
  • Prone to unsuccessful campaigns 

Additional Resources on Host Giveaways and Contests 

 

Community building for more website visitors

Community Building 

Community building involves starting a Facebook group, Twitter chat, or LinkedIn group, etc. Invite your followers to join your community where you can provide value while driving traffic to your website. 

Social media groups are a great avenue to build awareness while engaging with your audience. In fact, 40% of marketers believe they should prioritize private communities in 2020. 

It’s a powerful strategy because communities are highly-targeted, and it lets you establish authority in your niche. 

Above all else, brands should provide solutions to the problems shared in the group. This opens up the opportunity for you to gain FAQs that you can use to produce original content. 

I also encourage brands to engage in your community other than the groups you have built. Join Facebook group discussions, participate in Twitter chats, and answer questions on forums. 

The key to community building and engagement is to be human, and to connect with your audience. 

Strengths: 

  • Directly engage with your audience 
  • Gain valuable insights about your customers 
  • Allows linking back to your website 

Weaknesses: 

  • Starting to build a community can be tough until you’re established 
  • Requires constant updating and moderation 
  • Can be time-consuming 

Additional Resources on Community Building 

 

A B Testing for more website traffic

A/B Testing 

Data is crucial in running successful campaigns. One way to obtain this information is through A/B testing. 

A/B testing is a method to compare two versions of your marketing materials. These can be a web page, an email, or a social media ad. 

There are various elements that you can test. It can be the headlines, CTAs, images, audio, and videos, among others. 

For example, you create two versions of a social media ad with only the image changed. 

Then, you run the two versions of the ads, against the same audience, to test which will appeal more to that audience. The results can be measured based on specific metrics such as click-throughs or conversion rates. 

A/B testing allows you to learn which elements work best for your goal, say, increased website traffic. 

Strengths: 

  • Gain quantitative evidence of what works and what doesn’t 
  • Test new ideas 
  • Make gradual changes to improve performance 

Weaknesses: 

  • Requires time and resources 
  • Works with only one variable each test 
  • Could end up with constant testing 

Additional Resources on A/B Testing 

 

Publishing on LinkedIn for increased traffic

Publish Articles on LinkedIn 

The world’s largest social network for professionals has been offering a valuable publishing platform that can drive traffic to your website. 

This gives your content an excellent opportunity to reach a large audience. 

Here’s another reason why you should publish on LinkedIn: over 80% of social traffic to B2B sites come from LinkedIn. 

Publishing on LinkedIn is an excellent way to boost your traffic.  

Strengths: 

  • Chance to get featured on LinkedIn Pulse, displaying your content to a large audience 
  • Connections are notified each time you publish on LinkedIn 
  • Makes you an authority in your industry 
  • Posts are shareable; users who interact with it also make your post visible to their first-degree connections 

Weaknesses: 

  • Articles require some traction to be featured 
  • Needs high-quality articles and engagement to gain traction 
  • Requires constant update along with your website’s blog if not utilizing syndication 

Additional Resources on Publishing to LinkedIn 

 

Answer questions on Quora for increase website visitors

Answer Questions on Quora 

A wide range of questions is posted daily on Quora. And this is an excellent opportunity to get your content found. 

Answer questions on Quora, and include a relevant link to your website to further expand on your answer. 

However, you should not link just to promote your content. Make it a practice to post a helpful, thought-provoking, and inspiring answer. Remember that readers can tell an intelligent post from a salesy one. 

Quora posts have the tendency to go viral. Use it properly to leverage the Q&A site. 

Strengths: 

  • Wide range of questions posted daily that you can provide answers 
  • Allows you to connect with others in your industry 
  • Great way to generate early traffic 
  • Another platform to syndicate content 

Weaknesses: 

  • Answers require expertise to make an impact 
  • Prone to spam content 

Additional Resources on Answering Questions on Quora 

 

Comment on blogs and forums for more website traffic

Comment on Blogs and Forums 

Blog or forum commenting will not get your website large amounts of traffic, but it does help in getting your name out there. 

The key is to provide quality and relevance in each comment. 

When commenting on blogs or forums, comment on specific points. Offer more information and add additional value to the post. You may also share your experience in solving similar problems mentioned in the blog. 

Posting well-thought comments can show your depth of knowledge on the matter, which can even win you a guest posting spot on that particular blog. 

Eventually, you’ll be rewarded with what you desire: more website traffic and additional traffic opportunities. 

Strengths: 

  • Allows you to display your expertise 
  • Makes a name by providing well-thought comments 
  • Search engine rewards you with more authority 
  • Helps generate more backlinks and traffic 
  • Attracts new readers to your blog 

Weaknesses: 

  • Requires knowledge of the subject 
  • Can be deemed spam if your comment is not useful 
  • Takes time if you do it regularly 

Additional Resources on Blog Commenting Strategies 

 

Headlines help increase website traffic

Focus On Your Headlines 

Your headlines can make or break your content.  

Your headline is the most seen piece of content and should not be an afterthought. When you share your content on social media or your post shows in organic results, your headline is one of the determining factors of whether they will visit your site. 

The majority of times, readers don’t get the opportunity to see the stats you’ve compiled, those custom images, relatable stories, your products or services unless you first get your headline right. 

Strengths: 

  • Narrows traffic to relevant audiences 
  • Can boost Click Through Rate in organic results 
  • Increases social shares 
  • Peaks curiosity 

Weaknesses: 

  • A weak headline can create a low click-through rate 
  • Low social shares 
  • Sometimes you have to try multiple headlines 

Additional Resources on Creating Headlines 

 

Mobile Optimization for better search rankings and traffic

Mobile Optimization 

A study by Hitwise found that nearly 60% of all searches take place on a mobile device. 

Mobile web surfing is continuing to pull dominance away from the desktop. Google is even prioritizing it in its algorithms. 

The simplest thing you can do is use a mobile responsive theme, compress images and video, and have good mobile caching. Setting up an AMP mobile site could be an option depending on your objectives as well. 

The first organic listing on mobile receives 27.7% of clicks, versus 19.3% of clicks on desktop according to SEOClarity

Strengths: 

  • A faster mobile site is attractive to Google 
  • Allows for a good user experience 
  • Increases conversions 

Weaknesses: 

  • May require some technical knowledge 

Additional Resources on Mobile Optimization 

 

Google E-A-T for more trust and Traffic

Focus on Establishing E-A-T 

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. Google developed E-A-T as a way to help determine how knowledgeable and trustworthy your content is to searchers. 

Google is very cautious when it comes to sending traffic to content that could affect someone’s life or finances. 

Google defines content that can alter someone’s life or finances as YMYL, Your Money Your Life.  

Doing the things mentioned throughout this post is a great way to establish E-A-T and will help your content rank in Google. 

Strengths: 

  • Rank higher in search results 
  • You are trusted in your topic 
  • Increased natural backlink opportunities 
  • Strong branding 

Weakness: 

  • It takes time to build E-A-T 
  • You must produce many pieces of content throughout relevant sources on the web 
  • You have to develop an effective outreach strategy 

Additional Resources On Establishing E-A-T 

 

Final Words 

All of the above methods are proven useful and effective for business owners, brands, and marketers. 

Start by implementing a few of these tactics, optimize your own strategy, and start generating more traffic for your website. 

What is your best traffic generating sources?

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Why Branding Should Be Your SEO Strategy For 2021

Branding and SEO

Developing strategic branding, that can be detected on an algorithmic level, will create longevity and allow your brand to continue to progress through all future Google updates. 

Google has been on a mission for years to continue to improve search results to deliver results as accurate as possible. 

Google is getting better and better with delivering results factoring in user intent. 

Furthermore, artificial intelligence continuously improves the various parameters affecting search rankings. This will continue to make it increasingly difficult to create pages and content that take full advantage of current technicalities in the algorithm. 

It’s time to begin taking a serious look into strategies that fit with Google’s update trajectory. 

We have to begin focusing on a critical aspect that continues to deliver long term results. One that has been used for years offline. 

You have to understand where Google is headed based on their past updates and current algorithms to understand what they expect from your brand.  

 

“Brand is what wins. It always has and always will. It’s how everyone makes a decision.” Gary Vaynerchuk 

 

Brand Recognition Increases Profitability 

According to PwC’s Consumer Insights Survey, 35% ranked trust in the brand among the top three reasons for their purchase decision.  

Brand recognition is among the ultimate objectives of building a profitable business. It increases the chances of potential customers buying products associated with a brand as long as they associate the brand with something they value. 

The same can be observed among search engine users. Having a recognizable brand dramatically increases the likelihood that searchers will click and choose your content over other results. This causes your website to get more traffic, which can then lead to increased conversions.  

You can see in the above diagram from CrazyEgg that the beginning of a conversion funnel begins with recognition and awareness of your brand. 

The wider net you cast will increase your chances of links, which increases your opportunity to increase profits. 

These clicks are essential since a page’s click-through rate is now among the top factors for ranking search results in Google. This makes your branding awareness an indirect factor in getting your content to the top results for your queries.  

 

Why Click-Through Rates Are Important for Search Engine Rankings 

To understand how branding affects where your website ranks in search results, you must first realize that search engines give the utmost consideration to user behavior.  

 One such consideration includes the click-through rates (CTR) that links get when listed as a search result. 

Depending on how much the click-through rate exceeds the average for the search term helps determine where you will rank on SERPs. A more significant positive margin results in a higher ranking on the first page of the search results. 

Wordstream ran a study and found that for every 3%, you increase your click-through rate will result in an increase in your search result position by one position. 

The click-through rate is used as a measure by the algorithm to determine which results generate interest from its users. This is their way of recommending to their users the pages that others previously engaged with while searching for similar keywords. 

 

Why Your Brand Could Be the Deciding Factor for a Higher Search Engine Ranking 

I have skipped many number one search results to go straight to content from a Brand I trust. 

This is true for many others as well. 

“Authority can, and does, influence search a great deal. Brands with higher authority are often more desired, and therefore searched out more frequently by customers because it’s a brand that they trust. This, in turn, results in even better search visibility because it’s getting more traffic.” SEMRush 

As you can see, this increases the ranking of your pages on search results of the keywords related to your pages. 

 

Building Your Brand Is the Best Way to Establish  E-A-T 

E-A-T is a factor in Google’s search engine algorithm. It stands for Expertise, Authoritativeness, and Trustworthiness.  

This is used to help Google evaluate the potential of a website’s content and to help determine if the content will be accurate and able to produce helpful information for the user. Any content scoring poorly with the E-A-T evaluation would be less likely to show higher in search results. 

To understand what is taken into consideration, here is a brief look at each element of E-A-T: 

Expertise 

Google divides expertise into two types – formal expertise and everyday expertise. Formal expertise relates to content created by individuals considered as formally educated, verified, or accredited like doctors, financial advisors, and lawyers.  

On the other hand, everyday expertise is those demonstrated by individuals who have adequate life experiences in their topic. 

According to Google’s guidelines, expertise is demonstrated when content is factual and is delivered in a professional manner.  

It should provide your readers with what they need from their search. You can find this out by starting with keyword research and understanding their intent behind their search queries.  

Once you know these things, you can then start writing comprehensive content that can be easily read and understood by your audience.  

You should also add supplementary information in your content or link to another page on your site that can help them answer further questions that they might have.   

Authoritativeness 

This is measured through the relevant credentials on the topic displayed by the content creator. This metric applies to the main content, the webpage, and the website as a whole.  

Both types of expertise can use the about page to provide proof for their authority. As for contributing content creators, professional expertise is displayed through a professional title, short bio, photo, certifications, an official website link, or a full bio link.  

As for everyday expertise, a statement that the content creator shares their significant personal experience, not professional advice, can serve as a basis of their authority.  

These proofs of authority are not limited to the bio and about pages of authors. Creating content outside of one’s website as long as the content coincides with the website’s niche or field is another crucial factor in determining authority.  

For example, Google would not see content discussing a medical condition written by a doctor as authoritative to the doctor’s website if it is found on a website for financial advice.  

Trustworthiness  

This is simply the integrity of your website and its contents.  

You should, at the very least, have some of the underlying security features and pages added to your site. If your website does not use author biographies and reference external sources where applicable, it could also be a sign of an untrustworthy source.  

Some examples of things you should have set up early on when launching your website: 

  • A secure domain (HTTPS) 
  • A contact page 
  • A physical address (if applicable) 
  • A terms and conditions page 
  • A privacy policy page 
  • The refunds and returns policy for your transactions 
  • A comprehensive specification for products being sold 
  • A biography in the about page  
  • An author biography section for relevant blogs or articles 

How Authenticity helps build E-A-T 

As a brand, you want your targeted audience to look to your brand as the expert authority in your niche. You want them turning to your brand whenever they need more of what you offer.  

The goal should be for your target market to see your brand positively, and the best way to express that is through authenticity. 

A survey conducted by Social Media Today found that user-generated content was the most effective in creating authenticity and trust for a Brand. 

You want to deliver the value that your audience expects and give them more of what they may not even realize they want. 

Focus on developing a strategy that holistically blends Branding and E-A-T to establish your overall goals. 

The only difference between the two is that E-A-T targets Google’s algorithms, while branding is more concerned with your audience’s perception of your brand.  Together these will have a substantial impact on your overall rankings. 

 

Brand Awareness Leads to Links 

An established E-A-T brings awareness among content creators in the same niche as your brand.  

This comes with your brand’s content being used as a valuable resource when creating their content.  

These are essentially backlinks that help in improving your search engine ranking. 

There is a strong correlation between backlinks and the amount of traffic you generate from Google.  

The more you build your E-A-T, the more backlinks you will generate naturally, which will keep Google happy. 

 

Overcome YMYL with Solid Branding 

YMYL, “Your Money or Your Life,” pages are web pages providing content related to topics that may affect a person’s financial stability, happiness, health, or safety.   

These include topics on personal finance, financial transactions, medical information, legal affairs, news, public and official information, and car safety.  

YMYL pages are placed under a stricter set of quality guidelines in evaluating content for search engine results.  

These guidelines include E-A-T.  

You are less likely to be affected by the current and future standards for such pages if you continuously work on establishing stronger E-A-T. Especially in the earlier stages of your site. 

This does not mean that you can get away with breaking YMYL guidelines on E-A-T. You would still have to back up elements of your content with facts from other reliable E-A-T resources and maintain a smooth-running website. 

E-A-T is the foundation that establishes your brand in Google’s algorithm. Because of this, your pages can break into the top results even if it’s a YMYL page with less friction.  

 

Good Branding Creates Longevity 

SEO standards will continuously change due to improvements made to the search engine algorithms to continue to improve user experience.  

This results in technical strategies only lasting until the next update. Such approaches may be only good for a few months up to a year.  

In some cases, these updates result in dramatic changes in how pages are ranked in search results.  

This is why you have to create proper brand recognition from your target audience. Your brand’s reputation from your audience cannot be taken away by any update on Google’s algorithm.  

And, the most significant way to do this is through high-quality content.  

 

“Content is the cornerstone of internet marketing and for successfully building a brand.” Neil Patel 

 

Users Will Consume More of Your Content 

With Brand recognition and quality content, users are more likely to consume more of your content, which results in lower bounce rates.  

If you provide more value through the effective use of internal links, you will increase their time-on-site and their pages per session.  

 

“… bounce rate doesn’t have a direct impact on SEO. But, It does have a huge impact on lots of metrics that DO have a direct impact on rankings.
 Mathew Woodward 

 

Final Thoughts 

These metrics will be observed by Google and will be seen as a justification to increase your ranking for relevant keywords. 

Aside from your audience, other content creators will be referring to your content as a trustworthy source.  

You are further establishing your brand recognition and awareness. 

Effective branding will stand the test of time and will help you dominate rankings. 

What are you currently doing to build your brand and establish E-A-T? 

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The Secret To Creating Content That Search Engines Love

Content Strategy for Search Engines

There is an underlying element that gives our content massive opportunities for success. We spend so much time writing our blog post, recording and editing our video and podcast, creating and editing images, emailing our subscribers, servicing our clients, and sometimes we overlook the fundamentals that shape the success of our content. 

The opportunity of driving more traffic to your site, getting more email subscribers, getting more YouTube subscribers, generating more leads primarily lies within the Second Layer of Your Content. 

Let’s dive into why the Second Layer of your content is the most important aspect of digital marketing and content creation. 

 

Understanding Digital Marketing 

Digital marketing is the method of building brand awareness, trust, and community in order to sell your products or services to people through digital mediums. 

Smart Insights shows how digital marketing plays a huge part in the Life Cycle of customers for your business. 

Digital marketing is a critical component in business and branding. It’s expected of you to at least have the basics, and why wouldn’t you. You are able to strategically reach people when they’re looking or currently in need of a particular solution to their issue. The ultimate goal is to figure out the best way to package up your product or your services and deliver it to people where they are searching for it.  

But you have to create your content in a discoverable way, and that can be achieved by optimizing the Second Layer of your Content. 

 

What is the Second Layer of Content in Digital Marketing? 

The Second Layer of Content is the layer of text-based content, that is attached to the Primary Visual Layer of any piece of digital content. 

For example, what you see in a YouTube video is considered the Primary or First Layer of Content. It’s the main thing people consume when watching, reading or listening to your content. 

The Second Layer would be the video tags added to help with discoverability in search.

With the many articles being created discussed digital marketing trends for 2020, The Second Layer of you Content is a crucial element that is being overshadowed by the shiny new objects. 

As marketing technology advances and the need for fresh content arises, the fundamentals get blurred. 

Here’s how, regardless of the medium, the Second Layer of your Content is still a critical element to your strategy. 

Voice Search 

Yes, you are using your voice to search for a particular term and getting a voice response to your query. 

The way this works is similar to your talk to text function on your smartphone. 

Your speech is being translated to text for the algorithms to understand what you are searching for.  

Then the algorithm searches and pulls the Second Layer of Content (text-based content) from, let’s say, the schema markup of a reputable site.  

Then your device reads that content to you.  

Without this website doing their proper due diligence and having optimized Second Layer or text-based content on their site, the voice search would have picked another piece of content that is deemed more relevant to the search query. 

Video 

I’m sure you’ve probably heard how video is dominating right now in the digital marketing space. 

We will spend hours over a couple of days recording and editing a video in order to get that quality content that is expected now of days.  

But, a best practice for all video-based content is to include a transcript of the video with each upload. 

This is because algorithms still need text-based content in order to fully understand what is being said in your video. 

Imagine after spending all that hard work on your video that YouTube only really understands 20% of the context of your hard work.  

The same is true for Youtube tags. 

Your video’s tags are not seen but are a critical element in your video’s searchability. 

This is what Hubspot contributor Clifford Chi had to say about Youtube Tags. 

 

“YouTube tags are important because they help YouTube grasp your video’s content and context. This way, YouTube can understand your video’s topic and category, and associate it with similar content, which can amplify your video’s reach.” 

 

Images 

Another example is the images that you add to your Website. A best practice is to have your keywords in the Image Name and Alt tag.  

Algorithms still cannot fully understand images without having this text-based content added. Without them, the relevance of these images on your site is zero. 

As you can see from the examples mentioned earlier that regardless of the medium, the second layer of content (text-based content) is what helps get your content discovered. Making it easy for algorithms to understand your content will increase the odds of your content doing better in search and recommended videos. 

 

How To Optimize the Second Layer To Your Content 

Here we will discuss the key fundamentals that will help with the discoverability of your content. 

Schema Markup 

Schema markup is a quick to implement solution that will help search engines better understand your content and deliver more informative results to searchers. 

According to Neil Patel, at least one-third of all Google’s search results include rich Snippets, which includes schema markup. 

How to add schema markup to your content: 

  1. Go to Google’s Structured Data Markup Helper 
  2. Select the type of data you want to mark up 
  3. Paste the URL of the page you want to Mark up 
  4. Highlight the content you want to mark up 
  5. Categorize the highlighted content from the My Data Items choices. 
  6. Mark up as much of your content as possible. More information the better 
  7. Click Create HTML 
  8. Test your Markup 
  9. Add it to your webpage 

The process is relatively quick once you have gone through the steps a few times. 

If you are not familiar with schema markup and using Google’s structured data tool, Buisness2Community has an excellent tutorial walking you through the process. 

Keyword Research 

I’m sure if you have had a website for just about any period of time, you have come across the importance of keyword research. 

This is not an exciting topic, to say the least (although I enjoy it. Don’t Judge Me!), but it is vital to the overall discovery of your content. 

According to Moz, Keyword research is a core SEO task that involves identifying popular words and phrases people enter into search engines -make in an attempt to figure out what to rank for. Researching keywords gives marketers a better understanding of how high the demand is for certain keywords and how hard it would be to compete for those terms in the organic search results, offering some direction to optimization efforts. 

Understanding the 5 Most Common Keyword Types 

Short-Tailed Keywords 

These are highly competitive keywords that are 3 words or less. ‘Digital Marketing’ is an example of a Short-Tailed Keyword. Short-tailed keywords are usually the first step when someone is searching for an answer and should be used, but the primary focus should remain on less competitive long-tail keywords. 

Long Tailed Keywords 

Long Tailed keywords are longer and very specific. “Digital Marketing Tips For a Landscaping Business” would be an example of a Long-Tailed Keyword. 

These will generally provide you with the best results, along with using Evergreen Keywords. 

Evergreen Keywords 

These keywords are generally something that will be relevant for the long term without the need for fresh content. This varies wildly depending on your industry, but anything like Digital Marketing Trends For 2021 will obviously only be relevant for that year. It will require updated content on the trends for the following year. Try to create pieces of content that you rarely or minimally have to update regularly.  

Ahrefs Organic Traffic Growth

Ahrefs uses evergreen content to help them generate over 200,000+ visitors a month. 

 Geo-Targeting Keywords 

These keywords include a specific location. These are great for local businesses who are creating content for your particular area. An example of this would be “Your Guide to Lowering Your Electricity Bill in Nashville.” If you are creating content and service, a 50-mile radius of your location. Using Geo-based keywords may result in less overall traffic but more relevant local traffic that can actually turn into leads for your business. 

LSI Keywords 

LSI (Latent Semantic Indexing) Keywords are alternative Keywords that Closely relate to the main keyword you are targeting. An example would be you targeting the keyword “Digital Marketing.” An LSI Keyword you could add to your content is “Digital Marketing Hacks for Small Businesses” or Digital Marketing for Lead Generation.” 

 

Strategically use Exact Match Keywords  

Now, I know Google has been releasing updates to better understand user intent making exact match keywords less important. 

But, after tons of content created and studies, I found that Exact Match Still has tons of potential for increasing your search results. 

Using SEO Quake and Moz Bar to get a quick snapshot of the data when doing my keyword research within the search results.  

SEO Quake and Moz seach results screenshot

This allows me to analyze my potential competition quickly. If I’m researching a keyword and all the results on page 1 have high Doman Authority and ranked as some of the most popular websites on the web- then I know I should find longer tailed alternatives or move on.  

I have come across many results of small no named websites that appear ahead of massive sites like Content Marketing Institute, Wordstream, and Copyblogger to name a few. 

Yes, the Exact match still matters in 2020! 

Now, I wouldn’t build my strategy around it completely. Looking back at all the Google updates up until today, the goal is to better understand the searcher’s intent, and one day Google will crack the code where exact match may not mean much of anything.  

If you are not familiar with Google’s long list of updates over the years Search Engine Journal has a complete list of all updates and changes. 

But in the foreseeable future, I recommend “strategically” using exact match when it makes sense. 

Titles 

This is one of the most essential places to optimize your Second Layer. Merely adjusting the Titles on your content can result in an increase in your CTR on search. 

According to BacklinkoTitle tags that contain a question have a 14.1% higher CTR. 

Do not brush over this piece of the content. Be very strategic and methodical about your Titles. Of all the people who will see your Title across search, social media, and email. Less than 8% will click on your links, while only about 2% will completely consume your content. Don’t miss the opportunity to bring them to your content by not focusing on your most seen piece of your content. 

H1, H2, H3 and H4 tags 

These tags help break up your content, and better help search engines understand who deep you went into a particular topic. Optimizing this for your Second Layer will be huge for your content searchability as well as user experience. 

Meta Descriptions 

This is another critical element in your optimization. If you were to search for a particular keyword, the results would have the query bolded in the description. 

Blogging Wizard Search Ranking screenshot

In the above example for BloggingWizard.com, Google pulled two separate pieces of content from the article in order to make sure that the Meta description for the search phrase, ‘Keyword Research Examples’ is also relevant to the query. 

Create a detailed summary of your content, including your main keyword of no more than 160 characters. 

 

Finishing Up 

I have worked with clients that did a great job with creativity. They took professional photos, created high-quality videos, wrote interesting blog posts that are helpful and unique. Yet, they get little to no benefits from their efforts.  

The issue with much of the content these days is not creativity. It’s that all the emphasis is focused on the First Layer of Content with little to no regard to the most important Second Layer of your Content.  

The fundamentals of digital marketing are still necessary. I enjoy trying, learning and implementing new strategies and technologies as much as the next guy, but we can’t let these shiny new objects distract us from what has been and remains important.  

What are your thoughts on your second layer content? 

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