Let’s face it, when it comes to generating traffic online, the quality of SEO traffic is unbeatable.
When you compare it to other online traffic sources including PPC, affiliates, emails and SMS, you typically find that when it comes to average time on site, low bounce rates and conversion rates, SEO reigns supreme. Those navigating through SEO organic search are typically taking their time and making informed and more careful decisions – this is what leads to higher converting and more qualified customers.
The barrier though with SEO is that it can take several months, or even years, and incredible expertise to gain positions in the top search results on Google. However, just because you do not rank at the top of Google, doesn’t mean that you cannot have access to the best quality SEO traffic and even take up multiple positions – without even ranking your own website.
In this piece, we speak to some industry experts and startups to understand how you can access SEO traffic whether your site ranks or not.
Check who is on page 1 already
You might think that doing SEO for your company means optimizing your own website and getting it to rank, but why not consider who is already on page 1 and if you can partner with them in some way. From price comparison sites, news sites or just individual brands, there may be a way to help them monetize their traffic or collaborate in some way.
“As a broker, we are a lot freer to do SEO than other big brands and institutions,” explains Justine Gray, founder of online mortgage broker, Deedle.
“Big companies and banks are very nervous and bound by compliance to throw lots of content on their site and make regular updates. But for a small team like us, this is very easy.”
“In some ways, we have a better shot at getting to page 1 than a big corporate company – and as a result, we get companies of all sizes trying to partner with us. They may find that there are too many internal barriers to do good SEO for themselves, but we are open to collaboration.”
Using top 10 lists
“Top 10 lists have a very powerful ranking edge on Google,” explains Sithara Ranasinghe, co-founder of health insurance site, MediCompare.
“There are certain industries where Google really favours top 10 lists over a traditional site. If you were to search for anything related to casinos or something techie like email marketing or best softwares, you won’t typically find individual sites on page 1, but rather review sites or accumulator sites that list 10 different options.”
“I think Google likes this more impartial offering to a customer and the ability to see and compare different products. So, if you are a new entry to the market or looking to get SEO traffic, you should simply approach someone who already ranks on page 1 with a top 10 list or try to create one through a high domain authority site.”
“There are sites that are very good at this like CNet and Forbes who leverage their authority and strong domain – and there is no reason why you cannot have multiple listings on page 1 and clean up on the SEO traffic, regardless of where you rank.”
Using price comparison sites
Price comparison sites for products like mortgages, credit cards, hotel bookings, travel insurance and even tech have become huge in the last decade.
“Being a price comparison site can be an advantage with Google,” explains Mark Gomer of Proper Finance. “You target so many products and can gain backlinks across multiple industries and also benefit from people shopping around which increases your overall user time on the site.”
“When implemented well, you may rank really well for some products, but not others, but ultimately you can focus your energy on where you do.”
“If we have a strong position on Google for something like mortgages or secured loans, we could potentially work with 50 or 100 companies to help customers to compare the best rates – who all get access to SEO traffic, even if they don’t rank anywhere.”
Leveraging news sites with high domains
There are so many SEO factors to contend with, such as good technical optimization, site speed and quality content. But sometimes having a good backlog of backlinks and high domain authority is the fastest and simplest way to rank on Google and get to page 1 for key terms.
“When you look at major news sites, these are typically link magnets because of their authority – and they often scoop up lots of links from other authorities such as schools, universities, councils and governments,” explains Richard Allan, founder of funding platform, Capital Bean.
“So, when you create a landing page on your own site, you may have to wait months or years to build up authority – or you may never rank at all. But if you took this landing page, with all the right keywords and intent-driven content and placed this article on a major news site like SF Gate or Forbes, you can sometimes rank for this very quickly by leveraging their domain authority.”
“If you take some less competitive industries or more bespoke long tail keywords, they may not be used to having a site with a domain authority of 60 or 70 on page 1 and when you come in with a fresh article, you get the quick indexability of being a news site and can often get to page 1 within one day simply because it is on Google News.”
SEO traffic is incredibly good quality and sought after, but as any SEO professional will tell you: it takes a long time to achieve and does not always last forever.
But as discussed by our experts, ranking on Google does not necessarily just have to be your own website. By seeing who is on page 1 and using sites with high domain authorities to include your company, you can take up multiple positions. And given the fluctuations of Google, you can use these techniques to always have some kind of presence on page 1 at any given time.
We leave you with one final question: Why take one position on page 1 when you can have several?