How to 10x your organic traffic in less than one year — a simple guide.
Recently I led a growth marketing team in the healthcare sector that scaled traffic from 150k to over 1.5 million organic sessions per year. Here are six lessons I learned about building a top performing content marketing engine that drives traffic while positively affecting the bottom line.
1. Own that BoFu (bottom of funnel)
The instinct is to always go after ToFu keywords to cast a wide net, but instead, focus on BoFu and driving up the existing conversion rate. By supporting your visitors with hyper relevant information they need to know about your product or offering before they buy (ex. pricing or competitive charts can be SUPER conversion drivers).
Bonus: If crafted thoughtfully, this type of BOFU content can also be used cross-functionally to enable Customer Support & Sales, thus driving a higher ROI and broadening the utility for every published piece.
2. Get Briefing
Part of creating better, faster, and SEO driven content is to get on the same page with your writers as early as possible. I am a big supporter of any tools or process that will speed up production. Briefs are the living framework that help you and your teams create, edit, and publish with clarity for all parties. Start-ups / scale-ups don’t have to exist in chaos!
I also like to leverage Airtable for building content libraries + keeping all relevant team members across on progress / publish notifications for each project.
3. Internal links
While it’s important to always strive to acquire quality external backlinks, tactically, this can be out of your team’s control. By focusing on a good internal link strategy, you will be way more effective at having search engines find, index, and rank your content (while driving your audience deeper into the funnel). Plus, if you have a great brand / product, links should be naturally occurring.
4. Authority Matters
Ensuring each piece of content is factually and scientifically correct before publishing is important (especially in the healthcare sector, since there’s a lot of misinformation and opinions out there). By using Google’s EAT/YMYL framework to inform how content is edited reviewed and approved —embedding SMEs, Specialists, Doctors, and Scientists into the approval process has been a proven method in building trust with our audience while supporting indexing.
5. LC/NC Platforms FTW
Leveraging low code, no code tools like Webflow enable front end teams to build and optimize quickly, which results in lowering the cost of custom systems developed in-house, reduces back and forth + the need of stealing valuable engineering time. As a constantly ‘consulted’ party in this process, while QA’ing or providing feedback on copy, etc. I find it super efficient to just pop in and edit on the go.
Shout out to Ari for getting me on board the Webflow train. Follow her and reach out if you’re looking for a SME/all star Webflow Developer.
6. Page Experience
Great page experiences enable you to drive behaviour and get your audience engaged more deeply on site. At a minimum, things you should be looking at continuously optimizing are: fast load time, overall read time, useful graphics, smooth scrolling, well-structured headlines and body copy format, table of contents, relevant recommended content — each a small investment that will contribute to a quality experience for the end user.