Getting More Traffic When You Can’t Rank Any Higher

Normally, as SEOs, we follow a deceptively simple process,. We identify how people are searching for our product, then we build or optimize pages or websites to match searcher intent, we make sure Google can find, understand, and trust it, and we wait for the waves of delicious traffic to roll in.

I’m going to briefly outline four simple tactics for building your relevant organic traffic by increasing the overall size of the market, rather than by trying to rank higher.

1. Conquer neighboring territories

This is a business tactic as well as an SEO one, but it’s worth keeping an eye out for reasonably uncompetitive verticals adjacent to your own. You have an advantage in these, because you already have a brand, a strong domain, a website to build upon, and so forth. New startups trying to make headway in these spaces will struggle to compete with a fairly low-effort execution on your part, if you judge it well.

2. Welcome the intimidated

Depending on your vertical, there may be an untapped opportunity among potential customers who don’t understand or feel comfortable with the product. For example, if you sell laptops, many potential customers may be wary of buying a laptop online or without professional advice. This might cause them not to buy, or to buy a cheaper product to reduce the riskiness.

3. Whip up some fervor

At the opposite end of the spectrum, you have enthusiasts who know your vertical like the back of their hand, but could be incited to treat themselves a little more.

4. Tell people your vertical exists

The key point is that sometimes it’s not just that customers are intimidated by your product. They may never have heard of it. In these cases, you need to appear where they’re looking using demographic targeting, carefully researched editorial sections, or branded content.

Read more at: https://moz.com/blog/seo-above-the-funnel

 

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