How to Increase Website Traffic by 250,000+ Monthly Visitors

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A presentation version of the blog post of the same title. First presented at INBOUND.

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How to Increase Website Traffic by 250,000+ Monthly Visitors

  1. 1. HOW TO INCREASE WEBSITE TRAFFIC BY 250,000+ MONTHLY VISITORS Ross Hudgens Founder, Siege Media @RossHudgens | siegemedia.com
  2. 2. 1. Example Agenda Topic Goes here 2. Example Agenda Topic Goes here 3. Example Agenda Topic Goes here 4. Example Agenda Topic Goes here 5. Example Agenda Topic Goes here 6. Example Agenda Topic Goes here EXAMPLE AGENDA bit.ly/siege-hub Get the deck:
  3. 3. 1 EXAMPLE SECTION TITLE GOES HERE Over the past four years, we’ve built a repeatable, scalable model of growth.
  4. 4. Example of a key fact or main point text goes here Example of sourcing / reference text goes here 5,000,0000 This approach has resulted in 250,000+ visit increases for our clients
  5. 5. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Again…
  6. 6. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here and again…
  7. 7. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here and again.
  8. 8. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here But it’s not rocket science. It’s something you can do too, even at a smaller scale.
  9. 9. 1 EXAMPLE SECTION TITLE GOES HERE In vanilla terms, we achieve this by building top- and middle-funnel content that ranks, and can also generate links.
  10. 10. 1 EXAMPLE SECTION TITLE GOES HERE And when content can’t generate links, we make sure the site is authoritative enough to rank the content on its own.
  11. 11. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Until we can’t. And then we do it again, and again, and again.
  12. 12. Step 1 TOPIC OPPORTUNITY ANALYSIS
  13. 13. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here It starts with keyword topic research.We use Keyword Opposition to Benefit Analysis (KOB) to focus our efforts in the right areas.
  14. 14. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here KOB scores tell us if we should prioritize building a piece of content based on low difficulty and high potential reward.
  15. 15. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Traffic Cost (or Traffic Value) is a metric that estimates the value of the traffic a page gets based on what people are bidding on those keywords. See an example: http://bit.ly/traffic-value
  16. 16. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Keyword Difficulty is a metric that can be pulled from Moz, or done by hand. Read more: http://bit.ly/moz-difficulty
  17. 17. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Research a topic and grab the URL most like you ranking in the first three results.
  18. 18. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Input that URL into SEMRush to get the estimated traffic, and traffic value, of that piece of content.
  19. 19. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Apply these numbers against a keyword difficulty score, Moz or otherwise, to generate a KOB score to add to your spreadsheet.
  20. 20. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Build a list of these topics for all relevant topics you can think of. Aim for 100+.
  21. 21. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Places to Look for Topics
  22. 22. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Most visited pages of your competitors on SEMRush. See example: http://bit.ly/semrush-top
  23. 23. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Phrase match and related keywords on SEMRush or Keyword Planner. See example: http://bit.ly/phrase-kw
  24. 24. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here From there, sort by difficulty and go after the topics with the highest KOB scores.
  25. 25. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here New, low authority businesses must start with low competition topics they can generate links to, and build from there.
  26. 26. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Once you get to the place where you can start competing for high difficulty topics with link building, you can start creating content without it.
  27. 27. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here KOB analysis allows you to make money, and generate valuable traffic, until you get there.
  28. 28. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here View Full Graphic: http://bit.ly/kw-topics
  29. 29. View a video of the Keyword Research Process bit.ly/kob-kw
  30. 30. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here View a Sample Topic Research Spreadsheet: http://bit.ly/kob-sheet
  31. 31. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Emphasize “Content Layering” middle funnel topics due to impact on bottom funnel content.
  32. 32. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here The Benefits of Content Layering
  33. 33. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here 1. Can Generate Links for Bottom Funnel Pages View the Post: http://bit.ly/landing-page-links
  34. 34. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here 2. Increases CTR (and Maybe Rankings) for Bottom Funnel Due to Brand Awareness
  35. 35. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here 3. May Improve Brand Topic Authority View the source: https://moz.com/blog/7-link-seo
  36. 36. Step 2 CONTENT CREATION
  37. 37. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here The most important part of this process: creating “Skyscraper” content. backlinko.com/skyscraper-technique
  38. 38. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here In short, Skyscraper content is content significantly better than any other result for a given topic.
  39. 39. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here It takes something basic and makes it 10x. bit.ly/wedding-10x
  40. 40. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  41. 41. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here BAD: http://bit.ly/skyteam1 GOOD: bit.ly/skyteam2
  42. 42. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here
  43. 43. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Make URLs Shorter URLs ranking #1 are 50 characters long on average
  44. 44. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Add Content Types They Haven’t Interactive content converts 2x better than static content
  45. 45. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Create a Better Title CTR has a .67 correlation with ranking
  46. 46. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Make it Simpler to Read Content ranking #1 can be easily understood by 13-15 year old students
  47. 47. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Make It Better Structured Content ranking #1 had a bulleted list 78% of the time
  48. 48. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Make the Font Bigger Pages ranking #1 have 15.8 px font on average
  49. 49. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Make it More Visual The average article ranking #1 has 9 images
  50. 50. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Source Professional Photos High quality images get 121% more shares
  51. 51. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Include an Image Every 75-100 Words These articles get 100% more shares
  52. 52. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Use Floating Share Buttons Floating share buttons increase social traffic by 27%
  53. 53. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Include a Tall Image 800px tall images get 57% more pins than average
  54. 54. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Link Out Sites ranking #1 link out 50% more than position 10
  55. 55. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Make it Longer The average resource ranking #1 has 2,416 words
  56. 56. View the Sources of These Stats: bit.ly/content-sources
  57. 57. Step 3 HOW TO GENERATE LINKS TO YOUR CONTENT
  58. 58. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Do Better Prospecting View Suggested Tools: http://bit.ly/outreach-tools Beginners Guide: http://bit.ly/link-prospecting
  59. 59. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Content Outreach Template
  60. 60. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Broken Link Building Template
  61. 61. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here The Two-Step Outreach Process
  62. 62. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here The First Email
  63. 63. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here The Second Email
  64. 64. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Use Google Trends to Time Non- Seasonal Topics With Outreach
  65. 65. View a Video of the Email Outreach Process bit.ly/siege-outreach
  66. 66. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here How to Increase Long-Term Traffic by 66%: Last Updated
  67. 67. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Putting it All Together • Pick the Low Difficulty Topics That Can Generate Links, First • Create Amazing, Sharable Content • Layer up to Middle/High Difficulty • Outreach for Links Until You Can’t
  68. 68. EXAMPLE OF AN IMPACT SLIDE TEXT Example of supporting information or sourcing information goes here Repeat, Repeat, Repeat
  69. 69. View the Blog Post Version of This Presentation: bit.ly/web-traffic-siege
  70. 70. Thank You! Questions? Get the Slides: bit.ly/siege-hub Ross Hudgens, Founder, Siege Media @RossHudgens | http://siegemedia.com

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