Top Tips to Increase Website Organic Traffic in 2022 - Russ Macumber, Impressive Digital
1. MASTER
CLASS
BOSTON, MA ~ JUNE 13 - 14, 2022
DIGIMARCONNEWENGLAND.COM | #DigiMarConNewEngland
Russ Macumber
GENERAL MANAGER
IMPRESSIVE DIGITAL
Top Tips to Increase
Website Organic Traffic
in 2022
2. SEO Success
Plus
22 Tips to Grow Your Organic Traffic in 2022
With Russ Macumber
impressivedigital.com
4. Who is
this guy?
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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 seriesā¦
5. Bi-weekly we interview the worldās
foremost SEO practitioners from the
worldās biggest brandsā¦
6. As well as thought leaders, educators
and just flat-out smart SEOs fromā¦
Product-Led SEO
7. We talk STRATEGY
And we talk TACTICS
From a strategic perspective, thereās a
common themeā¦
14. And tactics are importantā¦ just
try not to follow the same
process as everyone else
15.
16. 22 Tips to Grow Your
Organic Traffic in
2022
With Russ Macumber
impressivedigital.com
17. This is beginner to intermediate
level SEO tips
Setting
the
Tableā¦
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18. Whilst most of the tips presented are
broadly applicableā¦. this
presentation does have a slant
towards eCommerce websites
Setting
the
Tableā¦
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19. However I have added some non
eComm tips where possible
Setting
the
Tableā¦
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20. We break eCommerce sites into 2
types:
Spec (specification) based
Design based
Setting
the
Tableā¦
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(2)
(1)
23. What Is Crawl Budget?
Crawl Budget is the number of
pages Googlebot crawls and
indexes on a website within a given
timeframe.
Alsoā¦
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27. 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
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28. eComm:
Preventing thin content by fleshing out at
least 200-300 words of relevant content
on all the category pages
ā¦BUT use a āread/show more/lessā plugin
for cleaner UX
Tip #2
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30. 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
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31. 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
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32. 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
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38. 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
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39. 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
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40. 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
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42. Ensure that low-value pages like blog tag
pages are not indexable on Google to
save the crawl budget
Tip #8
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43. Templatize meta titles and descriptions
for product pages (for efficiencyā¦ surely
yāall got better things to do than write
1000s of titles and descriptions)
Tip #9
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44. 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
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46. 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
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48. Non eComm:
Same same, but a little differentā¦ 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
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49. Use Google Ads to test user intent
Tip #12
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50. URLs are case sensitive, and also slash
sensitive. Itās 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
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51. Limit title tags to 55-60 characters so that
Google doesnāt cut them off (also, donāt
use all caps!)
Tip #14
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53. 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
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54.
55. Optimize 404 - have some fun! And direct
back to similar categories/products
Tip #16
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59. Step outside the tools (Semrush,
Ahrefs etc) and go to Google for the
answers you seek
Tip #18
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60. 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
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61. Have a professional SEO copywriter write
your meta descriptions - this is prime real
estate for beefing up CTR
Tip #20
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62. Embed your products into your content
strategy - but donāt be salesāy (80% of all
searches are informational)
Tip #21
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63. SUBSCRIBE TO SEO SUCCESS STORIES!
(Search for SEO Success Stories in Apple
Podcasts, Spotify, etcā¦ Or just pop it into
Google)
Tip #22
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64. Hat-tips! (ācos 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
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65.
66. Have some burning SEO questions you need answered?
Search for
Russ Macumber
On LinkedIn
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