A presentation version of the blog post of the same title. First presented at INBOUND.

1. HOW TO INCREASE WEBSITE
TRAFFIC BY 250,000+
MONTHLY VISITORS
Ross Hudgens
Founder, Siege Media
@RossHudgens | siegemedia.com

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EXAMPLE AGENDA
bit.ly/siege-hub
Get the deck:

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Over the past four years,
we’ve built a repeatable,
scalable model of growth.

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5,000,0000
This approach has resulted in
250,000+ visit increases for our clients

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Again…

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and again…

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and again.

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But it’s not rocket science.
It’s something you can do too,
even at a smaller scale.

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In vanilla terms, we achieve this by
building top- and middle-funnel
content that ranks, and can also
generate links.

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And when content can’t generate
links, we make sure the site is
authoritative enough to rank the
content on its own.

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Until we can’t.
And then we do it again, and again, and again.

12. Step 1
TOPIC OPPORTUNITY
ANALYSIS

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It starts with keyword topic research.We use Keyword Opposition to Benefit Analysis
(KOB) to focus our efforts in the right areas.

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KOB scores tell us if we should prioritize
building a piece of content based on low
difficulty and high potential reward.

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Traffic Cost (or Traffic Value) is a metric that
estimates the value of the traffic a page gets based
on what people are bidding on those keywords.
See an example: http://bit.ly/traffic-value

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Keyword Difficulty is a metric that can be
pulled from Moz, or done by hand.
Read more:
http://bit.ly/moz-difficulty

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Research a topic and grab the URL most like you
ranking in the first three results.

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Input that URL into SEMRush to get the estimated
traffic, and traffic value, of that piece of content.

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Apply these numbers against a keyword difficulty
score, Moz or otherwise, to generate a KOB score
to add to your spreadsheet.

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Build a list of these topics for all relevant
topics you can think of. Aim for 100+.

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Places to Look for Topics

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Most visited pages of your
competitors on SEMRush.
See example:
http://bit.ly/semrush-top

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Phrase match and related keywords on
SEMRush or Keyword Planner.
See example:
http://bit.ly/phrase-kw

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From there, sort by difficulty and go after
the topics with the highest KOB scores.

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New, low authority businesses must start with
low competition topics they can generate links
to, and build from there.

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Once you get to the place where you can start
competing for high difficulty topics with link
building, you can start creating content without it.

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KOB analysis allows you to make money, and
generate valuable traffic, until you get there.

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View Full Graphic:
http://bit.ly/kw-topics

29. View a video of the
Keyword Research Process
bit.ly/kob-kw

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View a Sample
Topic Research
Spreadsheet:
http://bit.ly/kob-sheet

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Emphasize “Content Layering” middle funnel
topics due to impact on bottom funnel content.

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The Benefits of Content Layering

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1. Can Generate Links for Bottom Funnel Pages
View the Post: http://bit.ly/landing-page-links

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2. Increases CTR (and Maybe Rankings) for
Bottom Funnel Due to Brand Awareness

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3. May Improve Brand Topic Authority
View the source:
https://moz.com/blog/7-link-seo

36. Step 2
CONTENT CREATION

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The most important part of this process:
creating “Skyscraper” content.
backlinko.com/skyscraper-technique

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In short, Skyscraper content is content significantly
better than any other result for a given topic.

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It takes something basic and makes it 10x.
bit.ly/wedding-10x

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BAD:
http://bit.ly/skyteam1
GOOD:
bit.ly/skyteam2

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Make URLs Shorter
URLs
ranking #1 are
50 characters
long
on average

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Add Content Types They Haven’t
Interactive
content converts
2x better
than static
content

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Create a Better Title
CTR has a
.67
correlation
with ranking

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Make it Simpler to Read
Content
ranking #1
can be easily
understood by
13-15 year old
students

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Make It Better Structured
Content
ranking #1 had
a bulleted list
78%
of the time

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Make the Font Bigger
Pages
ranking #1 have
15.8 px font
on average

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Make it More Visual
The average
article ranking
#1 has
9 images

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Source Professional Photos
High quality
images get
121% more
shares

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Include an Image Every 75-100 Words
These
articles get
100% more
shares

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Use Floating Share Buttons
Floating
share buttons
increase social
traffic by
27%

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Include a Tall Image
800px
tall images get
57% more
pins than
average

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Link Out
Sites
ranking #1
link out
50% more
than position
10

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Make it Longer
The
average resource
ranking #1 has
2,416
words

56. View the Sources of These Stats:
bit.ly/content-sources

57. Step 3
HOW TO GENERATE
LINKS TO YOUR CONTENT

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Do Better Prospecting
View Suggested Tools:
http://bit.ly/outreach-tools
Beginners Guide:
http://bit.ly/link-prospecting

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Content Outreach Template

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Broken Link Building Template

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The Two-Step Outreach Process

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The First Email

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The Second Email

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Use Google Trends to Time Non-
Seasonal Topics With Outreach

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Email Outreach Process
bit.ly/siege-outreach

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How to Increase Long-Term Traffic
by 66%: Last Updated

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Putting it All Together
• Pick the Low Difficulty Topics That
Can Generate Links, First
• Create Amazing, Sharable Content
• Layer up to Middle/High Difficulty
• Outreach for Links Until You Can’t

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Repeat, Repeat, Repeat

69. View the Blog Post
Version of This Presentation:
bit.ly/web-traffic-siege

70. Thank You!
Questions?
Get the Slides: bit.ly/siege-hub
Ross Hudgens, Founder, Siege Media
@RossHudgens | http://siegemedia.com