How I Grew my Traffic 3x by Un-gating My Content
Sep 12, 2017 12:10 PM
Google now processes over 5.4 billion searches per day (source: Search Engine Land). That's a lot of people looking for information to problems they're trying to solve.
The role search engines play in this transaction is to connect people with the most relevant and valuable content based on their search query.
So, how do you attract relevant traffic from search engines? You have to produce high-quality content that solves for both the search engine and the website visitor, not one or the other.
During January of this year, I hosted a content experiment with the goal of helping people create content that solves for both search engines and the website visitor. As search engines evolve, we must adapt if we want to be found online. And search engines are evolving, all the time.
During this experiment, I used my personal adventure brand, Wild We Wander, to test a new content strategy framework by deconstructing a 76-page DIY truck camper guide that my wife, Ariele, and I wrote last year into an ungated website page with a relevant conversion point.
The result? In less than four months, our non-paid, organic traffic coming from search engines went up 329%.
Yeah, buddy! Instead of shoving all this valuable information behind a landing page, we opened it up for search engines to find, which also gives website visitors the opportunity of viewing our content before downloading it.
Yes, I just said un-gate your downloadable content. People are more willing to give you their information if they find value in your content. It's the same reason why Barnes & Noble lets you browse their store to peruse their books and magazines before deciding on which one you want to take with you out of the store. Additionally, HubSpot did a study and found that 90% of our website visitors prefer to read lengthy content from a PDF, as opposed to a website page.
Wild We Wander wasn't the only website to receive results like this. For example, a HubSpot customer I shared this tactic with saw a 4x increase in quality leads in less than two months of launching their un-gated website page with a relevant conversion point.