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.
It’s not always that simple, though. What if we have the right pages, but just can’t rank any higher? What if we’re already satisfying all of the search volume that’s relevant to our product, but the business demands growth? What if there is no search volume relevant to our product?
What would you do, for example, if you were asked to increase organic traffic to the books section on Amazon? Or property search traffic to Rightmove (UK) or Zillow (US)? Or Netflix, before anyone knew that true online streaming services existed?
In this post, 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. And none of them require building a single link, or making any changes to your existing pages.
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.
Start by ideating related products. For example, if you’re a property listings site, you might look at:
- Home insurance
- Home valuation
- Flat-sharing listings
- Area guides
Once you’ve outlined your list (it’s probably longer than my example), you can do your basic keyword research, and take a look at the existing ranking pages. This is a bit like identifying keyword opportunities, except you’re looking at the core landing pages of a whole vertical — look at their Domain Authorities, their branded search volumes, the quality of their landing pages, the extent to which they’ve done basic SEO, and ask whether you could do better.
In the example above, you might find that home insurance is well served by fairly strong financial services or comparison sites, but flat-sharing is a weak vertical dominated by a few fairly young and poorly executed sites. That’s your opportunity.
To minimize your risk, you can start with a minimal viable version — perhaps just a single landing page or a white-labeled product. If it does well, you know it merits further investment.
You’ve already established a trusted brand, with a strong website, which users are already engaging in — if you can extend your services and provide good user experiences in other areas, you can beat other, smaller brands in those spaces.
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.
A “best laptops under £500,” or “lightest laptops,” or “best laptops for gaming” page could encourage people to spend more, or to buy online when they might otherwise have bought in a store. Pages like this can be simple feature comparisons, or semi-editorial, but it’s important that they don’t feel like a sales or up-sell function (even though that’s what the “expert” in the store would be!).
This is even more pertinent the more potentially research intensive the purchase is. For example, Crucial have done amazingly for years with their “system scanner,” linked to prominently on their homepage, which identifies potential upgrades and gives less savvy users confidence in their purchase.
Guaranteed compatible!
If this seems like too much effort, the outdoor retailer Snow and Rock don’t have the best website in the world, but they have taken a simpler approach in linking to buying guides from certain product pages — for example, this guide on how to pick a pair of walking boots.
Can you spot scenarios where users abandon in your funnels because of fear or complexity, or where they shift their spend to offline competitors? If you can make them feel safe and supported, you might be able to change their buying behavior.
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. I’ve been really impressed recently by a couple of American automotive listings sites doing this really well.
The first is Autotrader.com, who have hired well-known automotive columnist Doug Demuro from Jalopnik.com to produce videos and articles for their enthusiast news section. These articles and videos talk about the nerdy quirks of some of the most obscure and interesting used cars that have been listed on the site, and it’s not uncommon for videos on Doug’s YouTube channel — which mention Autotrader.com and feature cars you could buy on Autotrader.com — to get well into 7-figure viewing counts.
These are essentially adverts for Autotrader.com’s products, but I and hundreds of thousands of others watch them religiously. What’s more, the resulting videos and articles stand to rank for the types of queries that curious enthusiasts may search for, turning informational queries into buying intent, as well as building brand awareness. I actually think Autotrader.com could do even better at this with a little SEO 101 (editorial titles don’t need to be your actual title tag, guys), but it’s already a great tactic.
Another similar site doing this really well is Bringatrailer.com. Their approach is really simple — whenever they get a particularly rare or interesting car listed, they post it on Facebook.
These are super low-effort posts about used cars, but if you take a step back, Bring a Trailer are doing something outrageous. They’re posting links to their product pages on Facebook a dozen or more times a day, and getting 3-figure reaction counts. Some of the lesson here is “have great product pages,” or “exist in an enthusiast-rich vertical,” and I realize that this tactic isn’t strictly SEO. But it is doing a lot of things that we as SEOs try to do (build awareness, search volume, links…), and it’s doing so by successfully matching informational or entertainment intents with transactional pages.
When consumers engage with a brand emotionally or even socially, then you’re more likely to be top-of-mind when they’re ready to purchase — but they’re also more likely to purchase if they’re seeing and thinking about your products, services, and sector in their feed.
4. Tell people your vertical exists
I won’t cover this one in too much detail, because there’s already an excellent Whiteboard Friday on the subject. The key point, however, 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.
What about you, though?
How do you go about drumming up demand in your vertical? Tell me all about it in the comments below.
Hi Tom, thanks for writing about this topic!
One of my biggest concerns about conquering neighbour territories is to loose content relevance. If you write about the subtopics Home insurance, Home valuation etc. Will your main topic "Property Listings" not be damaged by it?
Good question, and there isn't a simple answer.
On topical relevance, as long as you're not significantly changing your existing landing pages and staying in related topics, I don't think you have too much to worry about. If you start to notice your top navigation is more about finance than it is about finding a flat or house, then you might want to reconsider.
There is a related issue around how thinly you're spreading the strength of your site. Moving in the opposite direction (from home insurance to property listings) would be much harder, because you'd probably be increasing your number of indexed pages by at least one order of magnitude.
Hope that helps!
Tom
In my case when I see can’t rank any higher, I usually start to work on conversion rate optimization....what do you think about that?
I think it's something you should always be looking at, alongside whatever else you're doing - but obviously, as with most tactics, there are diminishing returns over time.
For me is the same Aida, in several corporative blog we try to conquer neighbour but always we have in mind the possibility of loosing focus on the content and, more important, on the content semanthic for Google
Some great ideas, and particularly useful for freelancers/agencies, considering a client may want to pause or end a relationship with you if it seems like everything has been done...
The point about growing the market is a great one - I actually worked for a major magazine publisher in the UK automotive market, and as a market leader, we realised that to grow our market we either needed to encourage more people into it - or find a way to encourage people to use their vehicles more (because if someone does an extra 1000 miles a year, that means they'll need parts, equipment or a replacement sooner).
It definitely worked. And is still working years later, as I recently noticed the same title is running a similar campaign many years later!
And there are plenty of examples of good brands moving into adjacent spaces either because they have already exhausted their niche, or because it means more ways to generate revenue. Examples like Buzzfeed providing eCommerce and even creating their own products for direct sale spring to mind.
This is super important to know, especially for local SEO as well, since we are seeing alot more directories and review website take up the top 1-5 organic results in cities and metro areas. Good stuff Tom!
Superb tips Tom! I see this alot working in local SEO, where it is unlikely that a local business will outrank a Yelp, HomeAdvisor, or YP.com. Focusing on neighboring cities, as well as a compelling Meta title and description help alot.
Cool article, thanks Tom :)
I think producing content around related customer needs is the main idea of content marketing (in the awareness phase of the funnel at least). You figure out what your potential audience (probably) cares about and needs and then start producing content around those areas or products to attract people to your website. Some marketing blogs for instance write about productivity and management issues because they feel that their audience might need them. Digressing too much is dangerous though!
Really agree with you. And I think e-mail marketing is a great tool to find what really interest to your audience.
I like Mostafa Dastras idea of writing about something else or providing something different Perhaps it could be a personal hobby which has a niche following. Something seemingly unrelated can have a good overlap. I know a real estate agent who writes about her baking and shares recipes on her newsletter. I discovered the delicious days blog (https://www.deliciousdays.com/plugins/) because of its wordpress plugins.
This is why I love to read moz blogs. This post covers most important thing how to get more benefits from SEO if we're not at search's top.
"Welcome the intimidated" is probably the most universally applicable. There's a delicate balance between simple and sufficient info. Drill-down strategies can be useful so the researcher can find the information over-load but the casual shopper is not scared off.
Nice point David. "Welcome the intimidated" was also my favourite because it lets you to keep growing your traffic without having to quit your main niche (which is probably your biggest expertise area). That's why I think the tactic of conquering neighboring territories can be risky if you're not a true expert, or if your business is not ready to tackle the challenge of diversifying their activity.
Indeed! an Awesome content! A very comprehensive overview to rank higher without much traffic but according to my knowledge I can't even understand those methods properly so I am going to bookmark this post for future use.
Thanks!
Thanks Tom for your post !!
But I think that as many of us will be here, I will have to leave it for a long time to come. I have a long way to conquer the first positions.
A greeting.
Hey Tom,
I'm just curious, as I've seen them pop-up quite often in my search results. How are quiz sites, like Quibblo/zimbio/etc. ranked so highly on search results? I understand that they have tons of content on their sites, but most of it seems pretty thin (or clickbait-y). What makes them rank so high and how do they remain so high even though they seem sort of out-dated? Perhaps you could explain this for me.
Thanks,
Christian Stewart
Better tactic - Blue Ocean Strategy. :)
Hello Tom, excellent article. I use the longtail keyword search technique to improve SEO traffic and it really works great.
Hii, thanks for sharing this article. I'm trying to increase back links for my site but The process seems so slow. I guess only patience will work out in the end.
Thanks for this article!
I also think that it is important to deliver good content which is also shared so as to increase the Social Trust. Many underestimate content marketing.
These tactics seem difficult but would definitely work if we try with consistent push. Thanks for sharing!