Many business and website owners don’t know how much of a difference just a few pages can make to their sites. Some people even refuse to believe this even when presented with detailed research that strongly backs up this theory. SEO and content marketing are far more objective than you might think, and there are many things you can do that will show how the quality of your content genuinely influences how visible you are in search engine rankings.
The need for valuable keyword data and research
A content marketing company once used a volume play when putting together their content strategy, which provided satisfying results in the past. A Director of Digital Marketing Strategy at that company in San Francisco, found that the top 100 pages on their site drove 68% of all the organic traffic they received. However, he also found that 94.5% of their indexed pages were driving five or fewer clicks from search every three months. He said that easy content is far less successful in generating traffic than it once was, adding that the content creation process must be supported by data and involve rigorous research.
Choose topics after researching keywords
Website owners and content creators are advised to choose content topics after looking for keywords that are being searched for frequently. The more something is being searched for, the more relevant it will be to your target audience. You also need to use reasonable keywords. Organic difficulty metrics can help you select the right keywords and tell you what the likelihood of achieving high rankings is.
Be the best and most informative
You should aim to provide the finest piece of content available for the keyword that you are targeting. You should offer detailed content that covers a host of associated topics. You should create an initial list of targeted keywords before selecting the keywords with the best combination of searcher intent, SERP crowding, search volume and organic difficulty.
When you have cut your list down to what appear to be the best and most valuable keywords, you can work out the total search volume, which is the number of searches being made for your keyword targets every month. You can achieve a total click-through rate of around 6% if you reach somewhere the top and middle of page 1 or 6% CTR if you land on the bottom half. Those that rank around the bottom of page 1 and the top of page 2 for all their keywords can normally expect to see a click-through rate of around 4%.
Increase target, commercially-intent visitors
If you achieved around 20% for 20 pages, you can expect to receive somewhere in the region of 42-89 targeted visitors with intent to make a purchase each month. The website discussed receives around 343 organic visitors each month through keywords from 7,850 pages that have been indexed by Google. In the worst case scenario, 0.3% of all pages drive 10.9% of all the traffic. If the website owner followed the steps, the 0.3% extra pages would drive 43.7% of traffic in the best case scenario and therefore an extra 77.6% of traffic each month.
An investment worth making
This method has been tested with 37 core landing pages on the site, which translates to 0.5% of all the indexed pages. 24 of their targeted keywords are now ranking on page 1 and therefore attracting approximately 716 visitors with high-intent every month. This equates to 0.5% of all the pages on the site driving 7.7% of all the traffic. The cost of paying for the keywords would be $8,628 each month based on an average CPC of $12.05 for every keyword. The one-time investment of 37 pages driving 7.7% of traffic would be worth around $103,533 each year.
All the evidence suggests that a few extra pages of real value can make a huge difference to your online fortunes. Consider creating the best and most informative content for your keyword you possibly can in order to achieve the highest search engine rankings possible for your website. Why not start today?