In today's crowded digital marketplace, attracting organic traffic can feel like searching for a needle in a haystack - how do you stand out in a sea of content that's being expanded even further by generative AI?
For small and medium-sized businesses the answer doesn’t lie in sheer brute force. Creating content for the sake of it just isn’t going to cut it (despite how easy it feels with artificial intelligence at your fingertips).
Instead, the key lies in crafting a strategic content marketing strategy with HubSpot’s Inbound Marketing principles guiding the way.
We’ve created this blog to help you do just that. We look at some effective and actionable tactics you can employ to transform your website’s content and help you generate organic traffic.
Why Organic Traffic Matters (and Why You Should Care)
While paid advertising brings short-term highs, organic traffic is like owning a gold mine. It delivers sustainable growth by attracting genuinely interested visitors who are more likely to convert after reading your content.
By creating content that addresses your ideal customer’s pain points and challenges, and helping them along their buyer’s journey, search engines will realize your credibility and start ranking you as an industry authority on your core business topics.
HubSpot writes this on organic traffic:
“Organic traffic is one of the main traffic sources inbound marketers focus on because once you succeed, it's a long-term source of traffic. While an organic search strategy can take time, it's more likely to generate leads and revenue because it's a non-disruptive form of delivering content.”
The same HubSpot article sites a few key statistics on why organic traffic is so important:
- 51 percent of all website traffic comes from organic search and over 40 percent of revenue is captured by organic traffic.
- 47 percent of consumers view 3-5 pieces of content before talking to a salesperson.
Top Tactics for Organic Traffic Growth
1. Create Buyer Personas and Map Your Buyer's Journey
Understanding your audience is crucial for creating content that resonates. Develop detailed buyer personas to define your ideal customer profiles. Consider demographics, values, challenges, and preferred information sources. Once you understand your audience, map their buyer's journey, identifying the stages they go through before becoming customers. This allows you to create targeted content that addresses their specific needs and concerns at each stage, nurturing them toward a specific conversion.
2. The Power of Internal Linking
Instead of generic "click here" links, craft compelling anchor text that piques user interest and encourages exploration of related content within your website. HubSpot's user-friendly interface makes this a breeze. For example, instead of simply linking to "Learn More," you could use an anchor text like "Uncover the Secrets to Effective Email Marketing." This not only enhances user experience but also signals topical relevance to search engines, potentially improving your website's ranking.
3. Make the Most of Your Existing Content
Don't just update old content. Repurpose successful pieces to keep them up to date and current. Include ways for visitors to engage even further with these content pieces, such as videos or infographics... and make sure the CTAs on the page are up to date and in line with the buyers' journey. This allows you to engage a wider audience and boost engagement with your content in new and exciting ways. By giving your existing content a fresh lease on life, you can attract new visitors and keep your audience coming back for more.
4. Engage Beyond Your Website
Identify relevant industry influencers and engage with them on your social media or through guest posts. This valuable feature allows you to participate in relevant conversations on social media, establish yourself as a thought leader within your niche, and potentially attract organic traffic through your online presence. By actively engaging with industry influencers and the broader online community, you can build brand awareness and attract visitors who are interested in your expertise. More importantly, it will help you to build backlinks to your website, which are an important aspect of helping search engines see your brand as a leading authority in your topic areas.
5. Create Compelling and Engaging Content Based on Keyword Research
To truly captivate your audience and attract organic traffic, ensure your content is compelling and engaging. Move beyond simply promoting your product or service. Instead, provide valuable insights, address your audience's specific problems, and offer actionable solutions. Weave compelling narratives into your content to connect with users on an emotional level. Most importantly, make sure this content targets keywords that your personas are actively searching for by utilizing SEO tools such as SEMRush, Moz, or Ahrefs.
Key Things to Remember in Your Quest to Increase Organic Traffic
- Consistency is King: Regularly publish fresh, high-quality content to keep your audience engaged and search engines interested.
- Data is Your Ally: Go beyond basic traffic numbers. Leverage HubSpot's advanced analytics to understand your audience demographics, content preferences, and optimize your strategy accordingly.
You can learn more about the importance of data in our blog, 8 Reasons Why Data is Key to a Successful Inbound Marketing Strategy - Enjoy the Journey: Building organic traffic takes time and dedication. But with a strategic approach, HubSpot's hidden gems, and continuous optimization, you'll witness your content blossom into a powerful traffic magnet, attracting a loyal customer base and fueling your business growth.
HubSpot Tools That Can Help Your SEO Strategy
- Topic Clusters Made Easy: Forget juggling spreadsheets and struggling to visualize your content strategy. Utilize HubSpot's Content Strategy Tool to visually map your content clusters. This intuitive tool allows you to see the bigger picture, ensuring your pillar pages and supporting content are seamlessly interconnected, creating a strong topical network that enhances your website's topic authority and improves search engine ranking.
- Keyword Research: Let HubSpot's built-in SEO recommendations within the CMS guide your keyword selection. This valuable feature helps you identify relevant keywords that your target audience is actively searching for, allowing you to naturally integrate them into your content without compromising quality or sounding forced. This tool can help your content resonate with your audience and rank well in search engine results.
- Social Media Scheduling: Go beyond basic scheduling and generic posts. Tailor your social media content to different platforms using HubSpot. This allows you to optimize your messaging for each audience segment, ensuring your content resonates with their specific needs and preferences.
By unlocking the full potential of HubSpot and implementing these unique strategies, your content marketing will no longer be a guessing game, but a well-oiled machine consistently delivering valuable website traffic.
Not sure where to start? SummitBound builds impactful, data-driven Inbound Content Marketing programs based on your company’s goals. Get in touch with our team today to learn more about how we can help.
