I think every business owner now understands that Google is a key part of business.
Traffic and leads from Google is either going to you, or your competition.
We can no longer pretend that we don’t know how people find businesses!
They Google it!
But – creating content and working on Search Engine Optimization (SEO) can be hard work, and slow to gain traction.
So, I’ll bet the title of this article has your attention then – How to Boost Google Traffic with no new content.
This is essentially a case study from our own website – 3 key things we have been doing, and also doing for our clients.
3 things that are really easy to do!
The image above is a real shot from our Google Search Console data over the last month or so.. I think you’ll agree that the upwards trajectory is something we all like to see.
Let’s work through the 3 steps we’ve been applying:
1️⃣ Internal Linking.
An internal link is a link from one page of your website, to another page on your website.
A link from one page, to another page. Plus, that article is related to this article, because it talks about Search Engine Optimization (SEO).
Summary point is that Google really likes internal links.
Google also doesn’t really like pages or articles that don’t link anywhere, so applying this tactic is certainly something Google has told us is useful.
What we have done is work through many of our articles, and aimed to install at least 2-3 links per page, to other articles or pages on our site.
In many cases, we’ve simply copied and pasted what you can see in the image below:
There is a link to our “contact us” page, a very important page on our site, as well as 3 key articles that relate to many of our pieces of work.
So, the fundamental goal is to ensure every page links to other pages.
There are many ways to achieve this, we’ve chosen to install links in many of the posts and articles, and then usually provide some more links at the bottom of each page as well.
Not hard to do, it just takes a little time.
As a side bonus – we’ll also pop “external links” here and there too.
An external link is where you link OUT to another website, for example this link regarding SEO on Wikipedia.
We use external links for a variety of reasons, which we’ll explain in another article.
2️⃣ Updating Content.
Step 2 for us has been to update old content.
Many SEO experts do this regularly, and with good reason – it works nicely and gives Google some nice strong signals that your site is up to date, and a source of good information (which usually = better rankings and more traffic).
Some of the update tactics we’ve been using:
- Remove any old terminology or words, with new versions.
- Space content out, install more images if possible, checklists, and infographics.
- Change the dates of publication to more recent dates.
- Expand the word count, go deeper, explain more.
- Add video or YouTube clips.
There are many ways you can update content, the goal is to try and rank YOUR content higher, so find the best articles around, see why they rank higher than you, and try and beat their work.
3️⃣ Deleting Content.
Quick warning here – think carefully before you delete anything.
Do other pages link to this page?
While some pages might appear not to get traffic, there might be good reasons to keep them. SO don’t just run through and delete any content without giving it some thought.
We however have deleted pages or articles for the following reasons:
- Off topic of website or possibly sending confusing signs to Google about what this website is for.
- Out of date information that warrants a new article.
- Simply a distraction from the more important pages and money pages (pages that get your business money in the door)
This step is NOT as important as steps 1 and 2, however is still worth thinking about.
An example for us was a Facebook Ads article we had. It was not getting much traffic, was out of date, and also we are moving into just Google as our primary area of expertise, so removing the Facebook article was in line with our website goals for now.
► YouTube Video “How to use links to improve your ranking on Google”
► SEO Course for business owners “SEO Unlocked – How to win on Google”