The goal of content marketing is to attract more web traffic, because more increase web traffic should generate more subscribers and customers. But few people really increase their organic web traffic with their content.
The problem is that creating content is very similar to eating, it is necessary to survive, but doing so does not mean that you are doing well. You cannot expect to lose weight on a bad diet, and you will not increase organic traffic with the wrong type of content.
The solution is simple: create better content, quality content that will make your visitors fall in love. But how? Next, I will show you how to do it.
How to generate web traffic by creating content
When your content is relevant to what people are looking for and easy to consume, people will find it. When your content provides answers and solutions to people’s questions and problems, it will offer a lot of value. When your content is valuable and easy to find, organic traffic will increase, not easy?
So how can you do all that? Just follow these five steps :
- Study your audience.
- Answer your questions.
- Do it 10x.
- Optimize for search engines (SEO).
- Be patient.
Answer the questions of your target audience.
More than 6.5 billion online searches happen every day. Your goals are somewhere in the mix, but do you know what they are looking for? Before you can attract more organic traffic, you must understand your audience and what they are looking for.
If you are not sure what the questions of your objectives are, here are three ways to find out.
1. Search your search history.
Google Trends can help you see how much traffic certain topics receive. Write some relevant phrases and see what your search volume is. You can also use keyword search tools such as AdWords Keyword Planner or the SEMrush keyword search tool.
After trying enough phrases and topics, you will notice some patterns in what people are looking for. That will help you know what questions to address in your content (and elsewhere).
2. Read the blogs of your competitors.
The competitors could be in the same boat as you, but it is likely that most of them already know what your goals are looking for. You may be able to skip the learning curve by mimicking it.
What content are they creating? What gets the most interaction? You can also try searching for some terms in BuzzSumo to see which items get the most shares and then create content to compete with them.
3. Talk to your customers.
Go to the source! Ask customers what questions they had before, during and after contacting your brand. This can also help you create a content strategy for each stage of the customer’s journey.
Once you know what questions your goals ask and what problems you are trying to solve, you can focus on creating “10x content.”
Make all your content 10 times.
The concept is that you must find the best piece of content on your target topic and then create something 10 times better. If your content is 10 times better than anything else, search engines will inevitably include it in the search results, and your organic traffic will grow.
Keep in mind that your content should not necessarily be longer or “more viral” than everything else, but it should be 10 times more useful and attractive.
When your content adds 10 times more value, organic traffic will increase. So how do you add more value?
1. Go further.
To create 10x content, you must answer your audience’s questions in delightfully unexpected and useful ways.
For example, if you search for “how much we use our phones,” the average article comes from an important news source that covers a recent study or announcement. Really good content covers a new report and some historical data. They answer the question, but they are not memorable.
To create something 10 times better, I covered several recent and exhaustive studies, described a historical breakdown, put it in simple terms and gave our audience the next actionable steps. I included graphics and other useful images. That article now appears at the top of the search results and gets around 15,000 visits per month.
Anyone can achieve similar results (over time) by following this process in their content:
- Express the problem or question.
- Present the research or opinion available.
- Describe everything that means.
- Provide additional resources along the way (images, links, etc.).
- Take actionable steps.
If you follow this process with all your content, your organic traffic will begin to increase.
2. Facilitate navigability.
It is important that people remain on your site once they have reached your content. The more people involved, the more traffic search engines will send you.
So how do you create content that is easy to interact with? How can people keep moving, or get them to click? Start with the value you add (how you answer the questions of your objectives), but their content should also be easy to consume.
We recommend keeping all paragraphs in four lines or less, and I agree. Shorter paragraphs are easier to consume. The brain digests them more easily. Also, when you finish a paragraph quickly, you feel fulfilled, which encourages you to read the next one, and so on.
People love things that are new and different. If you include new and different elements in your content, visitors will gladly consume more.
Another key ingredient is page speed. 40% of viewers leave a page if it takes more than three seconds to load and abandon 53% of mobile pages that take more than three seconds to load.
If people don’t really reach your content, it doesn’t help you. In fact, it can damage your organic traffic.
Much goes into the speed of your page, but you can audit each of its pages with free tools such as Google PageSpeed Insights or Pingdom, and consult with your webmaster to implement the changes that were necessary to make to increase the speed of the site.
3. Optimize for search engines (SEO).
What is the use of content for organic traffic if it is not correctly optimized?
People often see SEO as a set of rigid rules by which Google decides to punish or reward your site. Actually, an SEO service is much more fluid. It’s about creating great experiences for people who are looking for, and “excellent” generally means being relevant and easy to consume.
If you focus on providing valuable information and pleasant experiences, you will inevitably optimize your content. From there, pay attention to other basic SEO concepts, such as your meta description, title tags, image tags, keyword variations and how easy it is to read your content.
These are all opportunities to show search engines (and viewers) how good your content is.
Yoast’s SEO plugin for WordPress and the Hemingway app are also excellent (free) tools to help you create articles that your readers will love. And if people love your content, search engines will send you more traffic.
Generate quality web traffic
Should you aim for quality or quantity? The endless debate: is it better to create good content or a few really great pieces?
Here is the answer: quality content is what will increase organic web traffic. The more quality content you have, the more your site will be crawled and you will become a better reputation for King Google.
If all your content is average, it doesn’t matter how much you believe. It will simply be lost among the millions of other pieces of average content.
Remember, focus on adding 10 times more value than any other content that exists. Your content should be well above average if you want organic traffic to really increase.
It will take some time to see the results, but in the end you will be grateful that you focus on quality rather than quantity.
Final step: Be patient, very patient
It usually takes six months to see the results between the content and the increase in your web traffic. Sometimes less, sometimes more, but the results are never instantaneous. It takes time for search engines to index your pages, for people to find your content and for other content creators to link it.
It’s okay! Follow your process: create content that answers the questions of your target audience, adds value and is easy to consume. This is how it will create excellent content that actually increases organic traffic.