Top Tips to Increase Website Organic Traffic in 2022 - Russ Macumber, Impressive Digital

KEYNOTE Top Tips to Increase
Website Organic Traffic
in 2022
CHICAGO, IL ~ MAY 9 - 10, 2022
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest
Russ Macumber
GENERAL MANAGER
IMPRESSIVE DIGITAL

Who is
this guy?
impressivedigital.com
Russ Macumber
Texas based Aussie
Performance Marketer
SEO Nerd
20 years in marketing
10 years in pure digital marketing
Multiple time founder
Host of the podcast series…

Bi-weekly we interview the world’s
foremost SEO practitioners from the
world’s biggest brands…

As well as thought leaders, educators
and just flat-out smart SEOs from…
Product-Led SEO

We talk STRATEGY
And we talk TACTICS
From a strategic perspective, there’s a
common theme…

Soft Skills are the separator
between a good and a GREAT SEO

And tactics are important… just
try not to follow the same
process as everyone else

22 Tips to Grow Your
Organic Traffic in
2022
With Russ Macumber

This is beginner to intermediate
level SEO tips
Setting
the
Table…

Whilst most of the tips presented are
broadly applicable…. this
presentation does have a slant
towards eCommerce websites
Setting
the
Table…

However I have added some non
eComm tips where possible
Setting
the
Table…

We break eCommerce sites into 2
types:
Spec (specification) based
Design based
Setting
the
Table…
(2)
(1)

Focus on products
Spec
Based

Focus on categories
Design
Based

What Is Crawl Budget?
Crawl Budget is the number of
pages Googlebot crawls and
indexes on a website within a given
timeframe.
Also…

Let’s go!

eComm:
Prevent product page duplication by
ensuring that the product variants
canonicalize to the base product URL
Tip #1

Tip #1 Example

Non eComm:
Content duplication on blog pages. Use
CopyScape and identify content that is
duplicated from external sites.
Serious duplication = >30% of the content
is duplicated from external sources.
Tip #1

eComm:
Preventing thin content by fleshing out at
least 200-300 words of relevant content
on all the category pages
…BUT use a “read/show more/less” plugin
for cleaner UX
Tip #2

Tip #2 Example

Non eComm:
Perform a landing page content audit of
the top 3 ranking sites to identify depth of
word count needed to rank. We will then
calculate the word count on each of these
pages and take an average. This would
be the minimum Word Count to aim for.
Tip #2

eComm:
Going deeper into categorization if possible to
cater to audiences looking for specific items.
For example, if the website is selling coffee tables,
see if you can categorize further by color (like
Black Coffee Tables) or material (like Glass
Coffee Tables).
Creating specific collections pages brings more
targeted traffic and can potentially improve the
site's conversion rates
Tip #3

Non eComm:
Same logic is also applicable for non-eComm or
service-based industries.
For example, we have a client who offers Asset
Management services. But there are a few sub-
services that would fall under this broader service, so
we created separate landing pages for each - Asset
Planning, Asset Forecasting, Asset Procurement, etc.
Tip #3

Tip #3 Example

Ensure the website scores high on Page
Experience (Core Web Vitals)
Tip #4

Tip #4 Example

Mobile page load speed is critical and
needs to be as high as possible
Tip #5

Tip #5 Example

DEEP DIVE INTO YOUR GOOGLE SEARCH CONSOLE (GSC)
There are 3 major things that can be known via GSC:
1. Split of brand and non-brand clicks so a website owner
would know exactly what type of queries are driving traffic
for them.
2. GSC also provides a list of any technical issues under its
"Coverage" section which needs to be fixed.
Tip #6

DEEP DIVE INTO YOUR GOOGLE SEARCH CONSOLE (GSC)
(continued)
3. If a new landing page has been launched and the client
wants to get it indexed ASAP, the page can be submitted to
GSC via URL Inspection tool to speed up the indexation
process.
Tip #6

Create high-quality internal filters to make it
easy for audiences to research relevant
products (for example, filter by pricing, color,
material, sizing, etc).
However, make sure that the filter pages are
NOT indexable and are canonicalized back to
the base category page
Tip #7

Tip #7 Example

Ensure that low-value pages like blog tag
pages are not indexable on Google to
save the crawl budget
Tip #8

Templatize meta titles and descriptions
for product pages (for efficiency… surely
y’all got better things to do than write
1000s of titles and descriptions)
Tip #9

Make the product pages more
information-rich with things like in-depth
3rd party testimonials, FAQs, Pros & cons,
How to guides and videos, etc
Tip #10

Tip #10 Example

eComm:
Ensure that the product pages have a
rating & review option along with a
product schema so that these details can
be visible on the SERP for better click-
through rates.
Tip #11

Tip #11 Example

Non eComm:
Same same, but a little different… we can also
include certain structured data/schema to get
better CTR.
For example, if a landing page is promoting
certain event, Event Schema could be used. Or if it
is a recipe blog page, a recipe schema could be
used.
Tip #11

Use Google Ads to test user intent
Tip #12

URLs are case sensitive, and also slash
sensitive. It’s best practice to be
consistent with your URLs (all lowercase,
and make a decision as to whether or not
you have a trailing slash)
Tip #13

Limit title tags to 55-60 characters so that
Google doesn’t cut them off (also, don’t
use all caps!)
Tip #14

Tip #14 Example

Segment your keyword research into the 4
best practice categories: Informational,
Navigational, Commercial, Transactional -
then dig deeper to ensure your clusters
have a good balance across them
Our ideal formula for ecomm?
Informational, Navigational, Commercial,
Transactional = 25%, 5%, 50%, 20%
Tip #15

Optimize 404 - have some fun! And direct
back to similar categories/products
Tip #16

Tip #16 Example

Backlinks are great, but internal links are
hugely underrated!
Tip #17

Tip #17 Example

Step outside the tools (Semrush,
Ahrefs etc) and go to Google for the
answers you seek
Tip #18

H1 tags - super important! Google
recently changed the way it serves
results on the SERP and it is
sometimes showing H1s rather than
the title (Google will show the one it
thinks is more relevant to the query -
as of late 2021)
Tip #19

Have a professional SEO copywriter write
your meta descriptions - this is prime real
estate for beefing up CTR
Tip #20

Embed your products into your content
strategy - but don’t be sales’y (80% of all
searches are informational)
Tip #21

SUBSCRIBE TO SEO SUCCESS STORIES!
(Search for SEO Success Stories in Apple
Podcasts, Spotify, etc… Or just pop it into
Google)
Tip #22

Hat-tips! (‘cos SEO is a team sport)
Sam Makwana
Gabriel Grossman
Brian Dean
Ivan Kreimer
Kate Toon
Eli Schwartz
Patrick Stox
Andrew Dennis
Steve Wiideman
Nizam Ud Deen Usman
Mordy Oberstein
Mateen Agha

Have some burning SEO questions you need answered?
Search for
Russ Macumber
On LinkedIn

Top Tips to Increase Website Organic Traffic in 2022 - Russ Macumber, Impressive Digital

Top Tips to Increase Website Organic Traffic in 2022 - Russ Macumber, Impressive Digital

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