How to Increase Website

Traffic Using Content

Raunak GuhaCo-Founder, RankHigher.in

Why Content

• Era of Push Sales are long gone• People don’t trust BS sales messages• Traditional Advertising is costly• Content builds trust and relationship• No commitment from the prospect• Content drives targeted traffic to

your site

Content Marketing

• Find the Hook• Create Content• Distribute to the right

audience

Find the Hook

• What catches on with your prospect?• How will your content benefit your prospect?• Can you evoke a strong emotional response?

Create Content

Types of Content• Blogs• Guest blogs• Vlogs• Graphics• Infographics• Podcasts• e-books• Whitepapers• Slides(Anything that you produce of value to people is content)

Blog

• Blog is not about you, it’s about them• Blogs are SEO friendly. Google rewards them• Blogs establish trust and credibility• Attracts lot of backlinks• Gets targeted visitors/traffic

Blogging Basics

How to find blog topics

• Use Google Keyword Planner• Use Google Auto Suggest• Use Google Related Searches• Use Keyword.io• Use Buzzsumo• Use Quora, FB and LinkedIn Groups• Talk to customers, friends, family, investors,

colleagues• Current trends• Spy on Competitors

Demo

Popular Blog Topics• How to - Articles• Top 10 - Articles• Current Trends• Reviews• DIY• Interview an Influencer• Quiz• GIFs based blogs (like Buzzfeed)• Criticize someone• Curate popular posts of other blogs• Your failures and learnings from them• Take a popular post and make it 10 times better• Detailed Case Study

Tips to write Blog Titles

• Keep the title catchy – For e.g. “10 brilliant ways to generate sales for your Yoga business”

• Write the title keeping one user persona in mind• Use Keywords at the beginning of the title. But do

use proper grammar• Experiment with titles that has a surprise

element. For e.g. “You won’t believe what this old lady did when she got on stage”

• Keep title length to below 55 characters• Title should immediately give the value to the

reader

Case Study• My own web property – Garageasy

• Built it with Keyword driven content for over 8 months

• Now drives above 200 visitors a day organically and the numbers are increasing (with ZERO social media efforts)

Guest Blogs

• Guest Blogs help to get traffic from a popular website to your own website

• Costs you almost nothing

• Build instant credibility

My Guest Blog on YourStory

• Published a blog titled “Weighing the pros and cons of SEO for a Startup” on Feb 17, 2015 (link)

• Received 168 visitors on Feb 17 from YourStory only

• Received more than 10 enquiries within the next 2 days

• Received enquiry from a big company in the Airline sector

Vlogs (or Videos)

• Videos are the “in” thing in the content world

• Easy to follow for people who do not want to read long posts

• Your personality will help build trust

Popular Video Platforms

• YouTube• Facebook (native videos)• Vine• Instagram Videos• Periscope (Twitter), Meerkat - Live Streaming

Video Apps

DollarShaveClub.com• Video Link

• Generated 12,000 orders in 2 days after the video went viral

• Competing with the likes of Gillette.

WineLibrary.tv• Gary Vaynerchuk took his $3 million dollar Liquor

store in New Jersey

• Turned it to more than $50 million in 3 years

• Started a YouTube Channel called Winelibrary.tv.

• This channel made him a huge hit in-front of millions.

• Landed him with tons of speaking engagements, propelled him to a level where is now an investor in lot of billion dollar companies

Tips to Upload Video on YouTube

• Research Title Tags using Google Keyword Planner relevant to your video

• Save the video file with name as <Keyword>.wmv

• Upload video and use the researched Keyword as the Title Tag.

• Write a good description incorporating the keywords

• Use proper tags• Build/Earn Backlinks once you upload and make

the video live.

Challenges to Video• Costly to produce one

• Chances of going viral are < 1%

• You will need to be great in-front of camera or speak in a good English tone

• Your personality needs to shine through

• Cannot create boring videos

Graphics/Infographics

Graphics/Infographics• Know what your audience wants• Create easy to follow content• Trigger strong emotions• Quality of your visuals are very important

Distribute to the Right Audience

• Know where your audience resides• Respect the platform• Respect your audience• B2B and B2C Audiences are different.

Choose your platform accordingly

How to distribute content?

• Don’t shy away from paid ads

• Facebook Ads are great to distribute content

• Build a core team who will distribute content through the relevant social channels

• Don’t use every social channel. Focus on few and master them

• Build an email list

Key Takeaways• Master few channels. Don’t do everything• Use a social channel as its meant to be• Blogging is the best way to generate traffic• Don’t shy away from using Facebook ads• Experiment. Experiment. Experiment

RankHigher Resources

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Thank YouWebsite:

http://www.rankhigher.in

Email:raunak.guha@rankhigher.in

Mobile: +91 9008 639 690

Twitter: @raunakguha