SEO Above the Funnel: Getting More Traffic When You Can’t Rank Any Higher

Posted by Tom.Capper

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… Read the rest

August 14, 2017  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

How to Build a Facebook Funnel That Converts – Whiteboard Friday

Posted by ryanwashere

How are you using remarketing on Facebook? If you’ve ever felt frustrated about the ROI on FB ads, it just may be time to give them another chance. In today’s guest-hosted Whiteboard Friday, Ryan Stewart outlines his process for using remarketing and targeted content creation to get more conversions out of your Facebook ad spend.

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Hello, Moz fans. My name is Ryan Stewart. I own digital consultancy agency WEBRIS, and I am ecstatic to be doing this week’s version of Whiteboard Friday.

Now, as a marketing consultant I get the pleasure of talking to fellow marketers and business owners all the time, and one of the first questions I ask them is what they’re doing on Facebook, because I firmly believe there’s no better way to spend your money online right now. Nine times out of ten, what they tell me is this. “Hey, look Ryan, we spent some money, we got some fans, we got some video views, we got a lot of clicks, but ultimately that return on investment wasn’t quite there, so we stopped.” So I’m … Read the rest

October 14, 2016  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Building Your Marketing Funnel with Google Analytics

Posted by dohertyjf

Do you have an idea of the path a user typically takes to convert on your website? Or, are you simply building traffic from one channel (probably organic) and wondering why it’s not converting better? As I’ve grown up as a marketer, I’ve begun to really appreciate the insights that data can provide us on how users interact with our sites, and more importantly, on how they convert and where the experience can be improved to increase our conversion rates, and thereby our top-line revenue from online channels.

I’ve recently been very interested in building a full marketing funnel based on Google Analytics data. While it’s one thing to be able to identify where conversion discrepancies exist, such as low-converting types of visitors, it’s quite another to build a full and informed funnel from your site’s data. In order to do this and have an accurate view of where your conversions are actually coming from, you need to first have the following in place:

  • Email URL tracking: Check out Annie Cushing’s thoughts here in slides 11-14. (Actually, look at the whole deck.)
  • Social network tracking (tagging parameters and using a shortener to see clickthroughs
  • Read the rest

September 23, 2013  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

The SEO Path to Becoming a Great Funnel Owner

Posted by searchbrat

There has recently been a lot of great discussion around the role of an SEO and how SEO strategies are evolving to include more tactics (PR, Social, Content, CRO, etc.). In my opinion, the role of an SEO hasn’t changed much as the focus is still on driving more organic traffic to their client’s sites.  If SEO consultants want to own more of the funnel, their title will need to change to support a more expansive role that includes multiple channels, rather than changing what the term "SEO" itself means.

A background in SEO definitely provides a solid foundation to take ownership of integrated marketing campaigns that encompass a lot more of this:

For this post, I am going to focus on two key areas of SEO from a presentation I recently gave. They are:

  • Beyond keywords
  • Content that works

My main goal for this post is to show how strong SEO’s have the … Read the rest

October 24, 2012  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Visualizing the Marketing Funnel – Whiteboard Friday

Posted by randfish

In this week's Whiteboard Friday, we will be talking about visualizing and measuring your marketing funnel. All too often basic web analytics can mislead marketers which can lead to investing in the wrong channels. Understanding what content drives people to your site and when will allow you to make much more informed decisions on where to invest your money.

Thanks for joining us and don't forget to leave your comments below. Enjoy!



The SEOmoz Inbound Marketing Funnel

Video Transcription

Howdy, SEOmoz fans. Welcome to another edition of Whiteboard Friday. This week we're talking about the inbound marketing funnel. Specifically, we're talking about why basic web analytics can often fail and mislead marketers in to investing in a lot of the wrong channels. What I have done today is try to illustrate that visually with this beautiful funnel. I know, I know, it looks a little complex. You're going to go, "Boy, that is really colorful and you must have taken a long time to draw those lines." I did.

But think about things this way. Let's imagine the flow of visitors to your website. What happens is there are some visitors who are coming to you

Read the rest

March 9, 2012  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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