Russ Macumber shares insights gleaned from his popular podcast SEO SUCCESS STORIES where he interviews the worlds best SEOs on their favorite strategies and tactics to rank the worlds biggest websites.
From these conversations he has gleaned 22 Actionable Tips to Grow Your Organic Traffic in 2022
From e-commerce to service based businesses and beyond, Russ will share tips from the best of the best.
Top Tips to Increase Website Organic Traffic in 2022 - Russ Macumber, Impressive Digital
1. KEYNOTE Top Tips to Increase
Website Organic Traffic
in 2022
CHICAGO, IL ~ MAY 9 - 10, 2022
DIGIMARCONMIDWEST.COM | #DigiMarConMidwest
Russ Macumber
GENERAL MANAGER
IMPRESSIVE DIGITAL
2. Who is
this guy?
impressivedigital.com
Russ Macumber
Texas based Aussie
Performance Marketer
SEO Nerd
20 years in marketing
10 years in pure digital marketing
Multiple time founder
Host of the podcast series…
3. Bi-weekly we interview the world’s
foremost SEO practitioners from the
world’s biggest brands…
4. As well as thought leaders, educators
and just flat-out smart SEOs from…
Product-Led SEO
5. We talk STRATEGY
And we talk TACTICS
From a strategic perspective, there’s a
common theme…
12. And tactics are important… just
try not to follow the same
process as everyone else
13.
14. 22 Tips to Grow Your
Organic Traffic in
2022
With Russ Macumber
impressivedigital.com
15. This is beginner to intermediate
level SEO tips
Setting
the
Table…
impressivedigital.com
16. Whilst most of the tips presented are
broadly applicable…. this
presentation does have a slant
towards eCommerce websites
Setting
the
Table…
impressivedigital.com
17. However I have added some non
eComm tips where possible
Setting
the
Table…
impressivedigital.com
18. We break eCommerce sites into 2
types:
Spec (specification) based
Design based
Setting
the
Table…
impressivedigital.com
(2)
(1)
21. What Is Crawl Budget?
Crawl Budget is the number of
pages Googlebot crawls and
indexes on a website within a given
timeframe.
Also…
impressivedigital.com
25. Non eComm:
Content duplication on blog pages. Use
CopyScape and identify content that is
duplicated from external sites.
Serious duplication = >30% of the content
is duplicated from external sources.
Tip #1
impressivedigital.com
26. eComm:
Preventing thin content by fleshing out at
least 200-300 words of relevant content
on all the category pages
…BUT use a “read/show more/less” plugin
for cleaner UX
Tip #2
impressivedigital.com
28. Non eComm:
Perform a landing page content audit of
the top 3 ranking sites to identify depth of
word count needed to rank. We will then
calculate the word count on each of these
pages and take an average. This would
be the minimum Word Count to aim for.
Tip #2
impressivedigital.com
29. eComm:
Going deeper into categorization if possible to
cater to audiences looking for specific items.
For example, if the website is selling coffee tables,
see if you can categorize further by color (like
Black Coffee Tables) or material (like Glass
Coffee Tables).
Creating specific collections pages brings more
targeted traffic and can potentially improve the
site's conversion rates
Tip #3
impressivedigital.com
30. Non eComm:
Same logic is also applicable for non-eComm or
service-based industries.
For example, we have a client who offers Asset
Management services. But there are a few sub-
services that would fall under this broader service, so
we created separate landing pages for each - Asset
Planning, Asset Forecasting, Asset Procurement, etc.
Tip #3
impressivedigital.com
36. DEEP DIVE INTO YOUR GOOGLE SEARCH CONSOLE (GSC)
There are 3 major things that can be known via GSC:
1. Split of brand and non-brand clicks so a website owner
would know exactly what type of queries are driving traffic
for them.
2. GSC also provides a list of any technical issues under its
"Coverage" section which needs to be fixed.
Tip #6
impressivedigital.com
37. DEEP DIVE INTO YOUR GOOGLE SEARCH CONSOLE (GSC)
(continued)
3. If a new landing page has been launched and the client
wants to get it indexed ASAP, the page can be submitted to
GSC via URL Inspection tool to speed up the indexation
process.
Tip #6
impressivedigital.com
38. Create high-quality internal filters to make it
easy for audiences to research relevant
products (for example, filter by pricing, color,
material, sizing, etc).
However, make sure that the filter pages are
NOT indexable and are canonicalized back to
the base category page
Tip #7
impressivedigital.com
40. Ensure that low-value pages like blog tag
pages are not indexable on Google to
save the crawl budget
Tip #8
impressivedigital.com
41. Templatize meta titles and descriptions
for product pages (for efficiency… surely
y’all got better things to do than write
1000s of titles and descriptions)
Tip #9
impressivedigital.com
42. Make the product pages more
information-rich with things like in-depth
3rd party testimonials, FAQs, Pros & cons,
How to guides and videos, etc
Tip #10
impressivedigital.com
44. eComm:
Ensure that the product pages have a
rating & review option along with a
product schema so that these details can
be visible on the SERP for better click-
through rates.
Tip #11
impressivedigital.com
46. Non eComm:
Same same, but a little different… we can also
include certain structured data/schema to get
better CTR.
For example, if a landing page is promoting
certain event, Event Schema could be used. Or if it
is a recipe blog page, a recipe schema could be
used.
Tip #11
impressivedigital.com
47. Use Google Ads to test user intent
Tip #12
impressivedigital.com
48. URLs are case sensitive, and also slash
sensitive. It’s best practice to be
consistent with your URLs (all lowercase,
and make a decision as to whether or not
you have a trailing slash)
Tip #13
impressivedigital.com
49. Limit title tags to 55-60 characters so that
Google doesn’t cut them off (also, don’t
use all caps!)
Tip #14
impressivedigital.com
51. Segment your keyword research into the 4
best practice categories: Informational,
Navigational, Commercial, Transactional -
then dig deeper to ensure your clusters
have a good balance across them
Our ideal formula for ecomm?
Informational, Navigational, Commercial,
Transactional = 25%, 5%, 50%, 20%
Tip #15
impressivedigital.com
52.
53. Optimize 404 - have some fun! And direct
back to similar categories/products
Tip #16
impressivedigital.com
57. Step outside the tools (Semrush,
Ahrefs etc) and go to Google for the
answers you seek
Tip #18
impressivedigital.com
58. H1 tags - super important! Google
recently changed the way it serves
results on the SERP and it is
sometimes showing H1s rather than
the title (Google will show the one it
thinks is more relevant to the query -
as of late 2021)
Tip #19
impressivedigital.com
59. Have a professional SEO copywriter write
your meta descriptions - this is prime real
estate for beefing up CTR
Tip #20
impressivedigital.com
60. Embed your products into your content
strategy - but don’t be sales’y (80% of all
searches are informational)
Tip #21
impressivedigital.com
61. SUBSCRIBE TO SEO SUCCESS STORIES!
(Search for SEO Success Stories in Apple
Podcasts, Spotify, etc… Or just pop it into
Google)
Tip #22
impressivedigital.com
62. Hat-tips! (‘cos SEO is a team sport)
Sam Makwana
Gabriel Grossman
Brian Dean
Ivan Kreimer
Kate Toon
Eli Schwartz
Patrick Stox
Andrew Dennis
Steve Wiideman
Nizam Ud Deen Usman
Mordy Oberstein
Mateen Agha
impressivedigital.com
63.
64. Have some burning SEO questions you need answered?
Search for
Russ Macumber
On LinkedIn
impressivedigital.com