You probably spend a lot of time and effort on content marketing for SEO purposes. Once that content starts to work and generate organic traffic, you can (or rather should) use this trick to take that content and give it an additional traffic boost.
This SEO tip uses intelligence coming straight from the horse’s mouth – i.e. the source of the data is coming from Google itself – specifically Google WebMasters.
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Google WebMasters is a toolset which offers quite a lot of insight into the way that Google’s search engine algorithms interact with your website – specifically your website’s content and the way that organic search traffic is arriving to your website. The idea behind this tip is to reverse engineer the search queries which are arriving to your website – and then tailor your content to the user intent behind those queries.
(Proviso: for this trick to work, you already need to have some traffic coming from organic search)
How to decipher user intent?
In Google WebMasters under Search Traffic > Search Queries you can see what queries are sending traffic to your website. The Search Queries tab provides a lot of intelligence. By skimming through the queries, you should immediately see some patterns of user search intent emerging.
In the below example we can clearly see a pattern emerging about passwords: “reset admin password”, “password reset”, “reset password” and “default password”. If you spend a couple of seconds digging into the user intent, you should be able to clearly conclude that our visitors want to know how to fix a problem with a forgotten password!
To confirm that you are on the right track about your gut feel of users wanting to know how to fix a forgotten password problem, you can confirm this by visiting the “Top Pages” tab. You should find that most of the traffic from those queries is going to a specific page. And yes, it is clearly a page which is already solving the user’s search intent.
So what’s the next logical step? Tune and expand on the content of that page to the user’s search intent with the usual SEO techniques. Besides the generic terms for which you might have already have content, you might find some queries which you’ve haven’t addressed in your content. Again, using the example above, we might have content for resetting a password, but no content about the default password. So tune your content for the queries you’re seeing…
The following are guidelines, rather than rules but they’ve worked for us
1. First and foremost, make sure your content is answering the users’ search intent exactly. If you can expand your content to hit all aspects of that intent, so much the better.
2. Use MORE of the keywords that are being searched for within that content. Whilst expanding the content on the user search intent, drop a few more keywords around the search queries.
3. Add more images and use search phrases as part of the name of the image, and in the image alt and description.
4. If possible – add a YouTube video that is also tuned towards the users’ search intent. If it doesn’t exist – create it yourself 😉
5. Tune your H1 title to the search query which is generating the most hits in this case.
6. Tune your meta description and meta keywords to the user’s search intent. If there are missing keywords, try to include them.
7. Be prudent – don’t overstuff your content with keywords – just make sure you have killer content for the user’s search intent.
If you do this for both the content that is generating good CTRs and especially for that content which is not generating good CTRs, you should be able to get a very good organic traffic boost.
This won’t happen overnight of course, but working in conjunction with your other SEO efforts, you should see your organic traffic climbing steadily. We’ve seen instances where the organic traffic increased by more than 30% using these techniques.
As always, also work on retaining the increased traffic. Make it easy for your new visitors to subscribe to your email newsletter or at least follow you on social media.