Want extra natural site visitors? We get it—it’s the most effective varieties.

On this article, we’ll share ways that helped us at Ahrefs improve natural site visitors through the years. Nothing too difficult. Solely sensible stuff anybody can grasp. 

We’ll begin with issues that may squeeze extra site visitors out of your present content material after which transfer on to creating new content material. 

1. Begin by fixing Search engine optimization points

First issues first. If you wish to get extra natural, you must be sure that that:

  1. Google can crawl (i.e., entry) and index (i.e., record in a database) all of your pages that ought to generate site visitors.
  2. Your web site adheres to the so-called Web page Expertise alerts. In different phrases, it needs to be mobile-friendly, quick, secure, and simply accessible to the consumer.
  3. Your web site is ideally free from different Search engine optimization points like lacking title tags and damaged pages.

In the event you don’t preserve your web site in good “Search engine optimization well being,” you could undermine different Search engine optimization efforts and even preserve your web site from rating. 

The only doable resolution is to make use of Google Search Console and Ahrefs’ Web site Audit to search out frequent points, then repair them.

Broken redirects reported by Site Audit
In the event you’re not an skilled Search engine optimization, you’ll love this characteristic in Web site Audit. Not solely does it discover points for you, but it surely additionally explains how you can repair them.

In the event you’re completely new to Search engine optimization, use our Search engine optimization audit to search out and repair fundamental points. 


Whereas fixing damaged pages, pay specific consideration to these with backlinks. It’s typically price reinstating these pages or redirecting them to protect hyperlink fairness. Tip #12 on our record of Search engine optimization ideas explains how. 

2. Consolidate pages with the identical goal key phrase and intent

If two or extra pages goal the identical key phrase and the identical search intent, they might damage one another’s natural efficiency. A state of affairs like that is referred to as key phrase cannibalization. 

In the event you remedy any doable cannibalization points, your content material could rank greater and, consequently, you get extra guests. 

The quickest method to uncover cannibalization points is to carry out a sitewide examine with Ahrefs’ Web site Explorer. 

  1. Enter your area
  2. Go to the Natural key phrases report
  3. Swap on the A number of URLs solely toggle 
Ahrefs' Site Explorer showing potential keyword cannibalization issues

What this reveals is a listing of potential key phrase cannibalization points. To research additional, have a look at every key phrase and discover pages that meet these standards:

  • Are not less than 6 months outdated 
  • Meant to rank (don’t use pages like “About” or in any other case precious to the consumer)
  • Rank 4–20
  • Aren’t concentrating on a novel key phrase 
  • Aren’t concentrating on a novel search intent 

Pages that meet the above standards are the pages it is best to consolidate along with your better-performing content material. We did the identical factor for 2 of our guides that had been “cannibalizing” one another. We mixed each articles to make a greater one, deleted the worse-performing information, and redirected it to the better-performing one. 

Fixed keyword cannibalization: before and after

Consequently, we had one information as an alternative of two, however that one information acquired extra natural site visitors than each earlier than.

Organic traffic compared after cannibalization
Historic estimated natural site visitors to those two pages earlier than and after consolidation.

Be taught extra: Key phrase Cannibalization: What It (Actually) Is & Tips on how to Repair It

3. Rewrite pages rating beneath the highest 10

Pages that don’t rank on the primary web page of Google get little or no site visitors. However it doesn’t essentially imply it’s the top for them. 

They might simply want a rewrite as this text did: 

Results of rewriting an article
Outcomes of rewriting considered one of our articles. Earlier than, it was rating #12; after, #3. That change in rating precipitated the spike in site visitors you see on the graph.

In the event you’re utilizing WordPress, you should use our free Search engine optimization plugin to search out rewrite alternatives for you.

Content audit in Ahrefs' SEO plugin

Alternatively, observe your important key phrase targets in Ahrefs’ Rank Tracker, then filter for pages in positions 11+. 

Keywords we rank in positions 11+ for, via Ahrefs' Rank Tracker

When you’ve discovered a web page, watch this video to be taught the method for rewriting:

4. Replace pages rating within the prime 10

In the event you’re rating on the primary web page of Google, even leaping up by one place could make an enormous distinction in site visitors.

For instance, primarily based on our estimations, leaping from place #6 to #5 may double natural site visitors from this key phrase.

Estimated traffic by SERP position

However rewriting content material completely may be too dangerous in such circumstances. Right here, we should always tread evenly and guess on small, incremental modifications. 

Listed here are some concepts that labored for us: 

  • Including lacking subtopics
  • Refreshing outdated info
  • Including an FAQ part (with questions primarily from Google’s Folks Additionally Ask field) 
  • Making the content material simpler to digest (reducing irrelevant content material, simplifying language, including visuals) 
  • Including free assets (templates, checklists, and so on)
  • Including inner hyperlinks (extra on this within the subsequent part) 

We often begin by evaluating our and our opponents’ content material in our Content material Hole software. This software reveals us key phrases they rank for, however we don’t. It’s a sign of what subjects we could also be lacking.

Content Gap analysis
A content material hole evaluation from my colleague, Si Quan Ong. This informed him that he may add “evergreen advertisements” and “evergreen content material on social media” as subtopics.

Be taught extra: Content material Refreshing: A Step-by-Step Technique (Based mostly on Updating 50+ Posts) 

5. Enhance necessary pages with inner hyperlinks

Inner hyperlinks are hyperlinks from one web page on the identical area to a different. 

Since inner hyperlinks can cross PageRank (additionally known as “hyperlink fairness”), you’ll be able to add them from “stronger” pages to “weaker pages” to spice up them.

How are you aware which pages have sturdy hyperlink profiles? Sadly, there’s no method to examine PageRank anymore. However there’s a related rating in Ahrefs referred to as URL Score (UR). 

UR metric in Ahrefs

To seek out pages with excessive UR:

  1. Open Web site Explorer and enter your area
  2. Go to the Finest by hyperlinks report 
  3. Search for the UR column 
Best by links report in Site Explorer

Now it’s only a case of skimming this record for pages about related subjects to the one you wish to increase.

For instance, we’ve linked from our free backlink checker software with a UR of 40 to a few of our content material on hyperlink constructing. 

Best by links report showing UR of a page
Links to link building guides placed in the footer of a tool for checking backlinks

Backlinks are hyperlinks from a web page on one web site to a different. They continue to be one of the vital necessary rating elements for Google. 

Usually, the extra high-quality backlinks a web page has, the extra seemingly it’s to rank #1 on Google (in fact, different elements come into play too).

This implies should you handle to get extra backlinks to your pages, you’ll be able to increase their rankings. 

As an instance the impact of backlinks, right here’s how the rating for considered one of our articles shot up after a profitable outreach marketing campaign (we’ve documented your entire course of right here): 

Results of link building

There are numerous hyperlink constructing ways on the market. We expect these 4 are the perfect (they’re white-hat strategies that carry the perfect outcomes): 

  1. Pursuing opponents’ hyperlinks – That is the place you discover out the place your opponents acquired their backlinks and attempt to get the identical pages or web sites to hyperlink to you.
  2. Creating linkable belongings – The so-called hyperlink bait—stuff so good that different content material creators on the internet will wish to hyperlink to it. 
  3. Content material promotion – You guessed it. It’s telling different folks about your content material utilizing promoting, outreach, or communities. 
  4. Visitor running a blog – That is when one other web site agrees to publish your article. One of many issues that you simply get in return is a backlink.

Be taught extra: Hyperlink Constructing for Search engine optimization: The Newbie’s Information

7. Manage present content material into subject clusters 

Matter clusters (aka content material hubs) are interlinked pages a couple of specific topic designed to cowl the topic in full and rank. 

They’re good for Search engine optimization as a result of:

  • Grouping content material could make it simpler to search out for crawlers.
  • It might assist to construct topical authority.
  • They create related inner hyperlinks naturally. 
  • The pillar web page for the cluster could carry extra site visitors (see instance beneath).

Plus, they’re nice for consumer expertise since they make it simpler for guests to search out your content material.

However earlier than creating subject clusters from scratch, which may be fairly time consuming, strive shopping by way of your present content material to see if it may be repurposed right into a cluster. 

It’s one thing we did for our Search engine optimization information. We took present articles (cluster pages) and linked them collectively through a brand new web page (pillar web page). 

Headings of the pillar page show linked cluster content
The chapters you see listed below are hyperlinks to already present articles.

By doing this, we had been in a position to entice extra site visitors simply with largely outdated content material.

Organic traffic to the pillar page

Right here’s the gist of the method:

When to organize existing content into a cluster

8. Use schema markup for extra visibility 

Schema markup is code you add to your pages to make them eligible for wealthy leads to Google. 

For instance, this code…

"evaluation": {
    "@kind": "Evaluate",
    "creator": {
      "@kind": "Individual",
      "title": "Alex Wawro",
      "url": "https://www.tomsguide.com/creator/alex-wawro",
      "picture": {
        "@kind": "ImageObject",
        "url": "https://cdn.mos.cms.futurecdn.internet/3ByKfc678e7yx6pMNNhCf5.jpg"

… permits Google to show this on the SERPs: 

A page with rich results

Whereas not a rating issue, wealthy outcomes can result in extra clicks as a result of they make your pages stand out. 

The method is as follows. You can:

  1. Verify accessible properties to your kind of content material in Google’s documentation.
  2. Deploy the code (most likely finest should you use a schema markup generator). 
  3. Check the code utilizing this Wealthy Outcomes Check software.
  4. Use the URL Inspection software in Google Search Console to see if issues look OK. Google additionally recommends requesting indexing in Google Search Console to let it find out about modifications.

Be taught extra: Wealthy Snippets: What Are They and How Do You Get Them?

9. Discover new content material concepts with key phrase analysis

Up up to now, we’ve lined ways that may get further mileage out of your present content material. Let’s discuss creating new content material. 

Content material designed to draw natural site visitors wants a superb goal key phrase. To seek out that, take a key phrase analysis software like Ahrefs’ Key phrases Explorer and search for key phrase concepts that: 

  1. Have search site visitors potential.
  2. Have search intent you’ll be able to match.
  3. Can carry precious site visitors. 
  4. Are inside your capabilities to rank. 

Let me clarify with an instance. 

Since our important experience is in Search engine optimization, we frequently write about this subject on our weblog. To seek out Search engine optimization-related subjects, we flip to our very personal Key phrases Explorer. Right here is an instance of such a key phrase, together with its key Search engine optimization metrics: 

A keyword example with key SEO metrics

And right here’s why it ticks all 4 bins for us:

  1. It has site visitors potential – Rating #1 for this key phrase will carry us an estimated 150 month-to-month visits.
  2. Search intent is guides – We all know this from wanting on the leads to Google. Undoubtedly inside our wheelhouse to create.
  3. It’s about Search engine optimization – There’s a excessive chance that individuals within the subject may also be curious about our product. In different phrases, it has enterprise potential for us as a result of we are able to characteristic our product naturally. 
  4. It’s not that onerous for us to rank for We’ve had steady success rating for key phrases with Key phrase Problem (KD) scores decrease than 50, so this matches the invoice. 

Based mostly on this evaluation, we ended up concentrating on this key phrase. We at the moment rank within the prime three.

Our example article ranking in the top three

10. Supply content material concepts from opponents

Sure, you’ll be able to goal the identical or related key phrases as your opponents and get natural site visitors. 

In the event you play your playing cards proper, you’ll be able to even outrank your opponents. But when not, you’ll be able to nonetheless get site visitors should you rank on web page #1. 

Right here’s how you can discover your opponents’ natural key phrases with Ahrefs’ Web site Explorer (in reality, any pages’ natural key phrases):

  1. Enter their area or a subfolder (e.g., moz.com/weblog)
  2. Go to the Natural key phrases report
  3. Refine the record of key phrases if wanted (e.g., you’ll be able to kind by quantity or use the filters to see solely low-difficulty key phrases or key phrases that point out specific phrases like “how.”) 
Analyzing competitor's keywords in Site Explorer

You can even be taught rather a lot out of your opponents’ finest content material. In Ahrefs, we now have two reviews that assist with this:

  • Finest by hyperlinks report reveals which content material attracted probably the most backlinks
  • Prime pages report reveals which pages carry probably the most site visitors
Top pages report in Ahrefs
Tom’s Information hit the jackpot with every day Wordle solutions.

You can even use the Content material Hole report to match which key phrases your opponents rank for, however you don’t. This may additionally enable you to search out subjects to cowl.

Content Gap report—comparing to competitors


In the event you’re not completely positive who your “natural” opponents are, try the Natural opponents report. This reveals web sites that rank for a similar key phrases as you. 

Organic competitors report in Ahrefs

Be taught extra: Key phrase Aggressive Evaluation: Tips on how to Discover Your Opponents’ Key phrases 

11. Invite visitor writers 

You probably have a weblog (and I suppose you do), you’ll be able to invite folks exterior of your organization to publish on it. 

  • They get publicity in your channels, referral site visitors, and a backlink out of your web site. 
  • You get publicity from the creator’s promotion, natural site visitors, and backlinks from web sites pointing to the article. 
Organic traffic to one of our guest articles
This visitor submit on our weblog generates an estimated 2.9K natural visits month-to-month.

In the event you’d like a reference level for inviting folks to put in writing to your weblog, try how we do it. Key factors are to:

  • Have a touchdown web page the place you clearly clarify all the main points.
  • Make it enticing. For instance, provide some cool swag, say how many individuals learn your weblog, or provide paid promotion. 
  • Have a system for gathering content material pitches. The only resolution is to create a devoted e mail and ask of us to pitch their concepts there, however a extra environment friendly approach is to arrange a web-based type.
  • Be certain to position the hyperlink in some seen place in your web site. 
  • Promote this system. Repeatedly. 
  • Intention to search out authors with experience of their fields (good for readers, necessary for E-A-T). 

12. Discover your long-tail key phrases that want devoted pages

Lengthy-tail key phrases are search queries that get a small variety of month-to-month searches. They are typically longer and extra particular. 

As an instance, if “headphones” is the overall subject (short-tail key phrase, aka head time period), then “finest headphones for snowboarding” will probably be a “lengthy tail.”

Examples of short-tail and long-tail keywords

On this key phrase analysis approach, you discover long-tail key phrases you already rank for and create devoted content material for them to rank greater. 

Let me illustrate the idea: 

The effect of targeting some long-tail keywords separately

We’ve finished precisely this with our submit about off-page Search engine optimization. We noticed that one of many long-tail key phrases it ranked (poorly) for was “on web page vs off web page search engine marketing.” Judging by the SERP, it wanted a devoted article—so we wrote one.

Listed here are the outcomes of our efforts:

Ranking history graph

To seek out your long-tail key phrases with Web site Explorer:

  1. Enter your area or subfolder
  2. Go to the Natural key phrases report
  3. Set Quantity to max 300 (simplification from our finish, however you’ll be able to put a better or decrease quantity) and Place to twenty–70
  4. Click on Present outcomes  

Now it’s only a case of selecting key phrases that may be focused individually. To do that, see if the highest 10 rating pages goal the key phrase instantly. If sure, then it’s most likely a superb alternative. If not, most likely not. 

Long-tail keyword that could be targeted with separate content
Our article about branded search ranks for branded key phrases at #25. Wanting on the SERP, we see that we most likely have a greater likelihood of rating for this key phrase with a separate article.

Be taught extra: Lengthy-tail Key phrases: What They Are and Tips on how to Get Search Visitors From Them 

Ultimate ideas 

How are you aware if these ways are figuring out for you? 

In addition to checking natural site visitors in your analytics software, it is best to observe your rankings in Google. However use one thing aside from Google as a result of it all the time reveals customized (distorted) outcomes a technique or one other. So think about using a rank tracker like Ahrefs’ Rank Tracker.

The final ingredient you’ll need to extend your natural site visitors is endurance. Generally, you might even see leads to a matter of days. However on common, it takes three to 6 months (try our examine and be taught why).

Received questions? Ping me on Twitter (or Mastodon). 

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