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

By seorocket / last month

Posted by Tom.CapperNormally, 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 territoriesThis is a business tactic as well as an SEO one, but it’s worth keeping an eye out for reasonably uncompetitive verticals adjacent to your own. You have an advantage in these, because you already have a brand, a strong domain, a website to build upon, and so forth. New startups trying to make headway in these spaces will struggle to compete with a fairly low-effort execution on your part, if you judge it well.Start by ideating related products. For example, if you’re a property listings site, you might look at:Home insuranceHome valuationFlat-sharing listingsArea guidesOnce you’ve outlined your list (it’s probably longer than my example), you can

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