So, you’re looking to get more free, organic traffic from Google with search engine optimization. But you’re limited on time and resources, so you can’t create new content as frequently as you’d like. What do you do?
Fortunately, there’s an SEO low-hanging fruit opportunity that will allow you to get more traffic with modest effort and low time investment without having to create new content. A few years ago, we created an easy SEO technique called the Tipping-Point Keyword strategy, and we’re finally releasing it to the public. We’ve used this strategy to this day with great success—and so can you.
A tipping-point keyword is a search term that your website is ranking for but not in the most favorable position, like on the second or third search engine result page (SERP). We call this a tipping-point keyword because it’s on the verge of getting a lot of traffic if we just move up its ranking position a few spots.
In the rest of this post, I’ll walk you through how to improve SERP rankings for pages that have a tipping-point keyword. But first, you must identify these keywords.
Here are the tweaks you should make to a page once you’ve identified that it has a tipping-point keyword:
For internal link building, I do a site search with the primary keyword to find relevant articles we’ve published. If that doesn’t turn up anything, I site-search related keywords. For example, if I’m optimizing a page for “corgi photos” and do a site search with no or few results, I would also do a site search for “dog photos” or “corgi pictures.” When you link, make sure the anchor text also matches a primary or related keyword.
Tipping-point keywords are some of the most impactful, time-efficient keywords to target because:
This entire tipping-point keyword process takes around 30 minutes to an hour per page. Building relevant internal links to the page take the longest, but that effort certainly pays off.
I’ve seen landing page sessions increase for many pages on which we’ve used this tactic. For one client, we had an overall increase of 53.4% for organic sessions from month to month for the pages we worked on.
Some pages that didn’t move up in ranks as well as others—probably because the competition was too high, and further optimizations were needed to compete.
This SEO low-hanging fruit technique isn’t a one-and-done thing. When you’re posting new content, link back to old content to help it rank and start building a content pyramid. Don’t just wrap up a blog post and move on—revisit articles and check for rankings to identify which pages could use additional tweaks.
A good rule of thumb? Don’t do more harm than good. If a page is already obtaining lots of sessions, it ranks for something—skip the page if that ranking keyword is relevant. You can build internal links to a page without affecting existing rankings, so start there.
If you’re looking for how to improve traffic to your website, you can’t underestimate this tactic. Let us know how this strategy works out for you.