SEO
7 Tips For Building SEO + UX-Minded Navigation

As digital marketers, it can feel like we’re chasing metrics that continuously move.
While arduous to some, it’s a passion for others. Either way, we’re always looking for the next genre of optimization that can get us closer to our goals.
While chasing bright and shiny marketing trends, obsessing over coveted SEO keyword rankings, creating content, or modifying paid search ads for better CTR, we need to stop and slow down to “see the forest for the trees.”
The core experience of your website that is shared between a user and a search engine is not solely your content; it is your main navigation.
Your main navigation is a vehicle to help a user get to your content and for a search engine to understand the hierarchy of your pages.
More importantly, it helps a user and a search engine understand what is important to your brand and what should be important to them. This is an elemental “salesperson” that is often overlooked.
So often, we traverse websites with way too much information presented in the main navigation which causes confusion.
On the other hand, as many sites have simplified for mobile-first consideration, the main navigation doesn’t provide enough guidance.
As we move forward, you will see several different considerations that should be made in optimizing the website’s main navigation.
Also, it bears mentioning that this process is not a one-person job. While data will tell us key factors in what users want, it takes the participation of multiple parties to exact the best navigational decisions. These include:
- Leadership that can detail the future direction of the organization and what will become important in the future.
- Sales support that can detail what prospects and customers continually ask for.
- SEO providers can detail what is already heavily linked to on the website and what is not.
These seven tips can help you understand how users move through your website, where your navigation is insufficient, and how to improve it.
1. Analyze Google Analytics User Flow
Our first stop in the pursuit of the perfect main navigation is a review of how our current human audience is using our top link structure.
We want to make search engines happy, as well as show our content preference, but user experience trumps all of that.
Within your Google Analytics profile, navigate to Users Flow within the Audience segment. Initially, we want to see what the common user pathways are on the site.
Do you see defined movement behavior?
It is important here to review where someone landing on the homepage will do next as well as those that land on an internal page.
Are there any commonalities in second-page visit preference?
Next, as we have initially reviewed the Users Flow from an All Users view, create an advanced segment to view those visits that resulted in a conversion or transaction.

Again, do you see defined movement behavior or similar to the common user?
Not to entice “rabbit-holing” in this style of review, but you have the ability to utilize other predefined advanced segments, as well as myriad options to choose from in creating custom advanced segments. You can view the journeys of:
- New versus returning users.
- Specific geographies and languages.
- By referred traffic channels.
- Even those that visited a specific section of the website during their visit.
2. Investigate Internal Site Search
We’ve investigated which navigational links web users traverse through to find content that they are interested in.
Let’s take a moment though to review the content they expect to see but are not finding.
Content that is not readily available or understood in the main navigation. You can do this by analyzing Site Search in Google Analytics.
Take a look at specific search terms the users type in, whether they refine their searches, and their exit rates.
This helps you understand what links and content they expect from your site, and what content they didn’t find in your main navigation.

Digging deeper, you can also move past overall site search results to analyze data by the user’s respective starting pages. This can provide insight into additional navigational needs that may persist outside of the main navigation.
3. Visualize User Interaction With A Heat Map
In a previous analysis, we took more of a data-driven/numbers approach to understanding user behavior with main navigation.
Now, we step away from such granular behavior data to gain a visual feel of how users react to the main navigation.
To perform this exercise you will need a heat mapping data provider (I prefer Lucky Orange).
Pay close attention not only to the main navigation click movement of the homepage users but also to internal page user actions.
Most importantly, it is critical to review how behaviors change between desktop and mobile users.
Desktop and mobile examples:


You may notice in your application that desktop and mobile behavior may look very different as the example shows.
The presentations between desktop and mobile are often vastly different.
In a compressed display, you have to consider how easy or expandable the main navigation may be. Small font links do not get links.
It is worth mentioning that in your next website redesign, consider desktop navigation mimicking the above example.
This experience allows your desktop users a similar presentation to mobile users, beginning their website journey from only a few foundational points. This is becoming a common design presentation of simplicity.
You’ve done your due diligence in understanding user behavior. This is beginning to show important insight on what links or main navigational elements we must keep.
4. Teach Users What To Expect With Anchor Text
A phrase I have continuously told myself for two decades is to “get out of your head and into your customers.”
For example, your prospective customer doesn’t know what the “XL Custom Suite” is for “Preferred Users.” They are simply trying to understand what kind of services you offer.
Before you capitalize on promoting your branded offering in your main navigation, teach those entering your website what industry, product family, and product genre you serve.
What you should name your main navigational anchors relies heavily on a few areas.
First, enlist your sales, product, and service teams to understand how your customers and prospects refer to product or service offerings. Take on your customers’ mindset and your navigation will be all the better.
Second, keyword research means the world in this overall exercise. You can use Google Ads Keyword Planner or a third-party tool to research keyword demand and volume.

This research can tell you how users that reach your website search for and name your products and services. This information is vital when updating your main navigation anchor text.
Within the SEO realm, this keyword research also helps search engines to understand what product or service sectors you serve.
5. Find Your Top Linked Pages
To this point, we have been focused on user-specific data but let’s now put our attention on SEO.
Those well versed in SEO know that the more you link to content internally, the more it shows precedence on your website. This does not mean that you should spam links throughout your site.
But it’s important to link your pages to one another in the main navigation, footer navigation, supporting internal navigation, as well as cross-linking done in resource content.
However, today we are here to make sure important content is placed in the main navigation.
In Google Search Console within the Links section, specifically Internal Links, you will see Google’s report on the frequency of how you link to your internal site pages.

You obviously can see what internal pages you are linking to in your main navigation, but this report gives you a feel for instances when you may already be linking heavily in other supporting navigation instances.
Remember, we do not want to go too heavy on specific website internal linking but you may find out where you are greatly misrepresented.
If you see an abundance of internal links for pages that you deem less important, you want to investigate why and remove some of the links. Or, move them from primary to secondary navigation.
6. Mind Your SEO Basics
While anchor text does cover the on-page keyword relevancy needs of SEO, the primary main navigation SEO must-haves are rooted in technical considerations.
Think of this as the factor that surrounds the “efficiency of the crawl.”
Google and Bing have made great strides over the years in crawling and indexing JavaScript, but I still would steer clear of this style of navigation.
If you are accidentally robots.txt-excluding JavaScript on-site or not using preferred deployment such as Progressive Enhancement, you run the risk of possessing a main navigation that is difficult for a search engine to crawl.
The best practice is to ensure that your main navigation is constructed in an HTML format or what is commonly referred to as “a href” referenced links.

There is one mistake in the main navigation that occurs all too often.
Over the course of the life of a website, you redirect URLs. It’s easy to forget to update the main navigation to link to current page URLs. So, the main navigation link goes to a redirect.
Forcing a crawling search engine to endure a redirect will slow down crawl speed and give a less than efficient crawl for search engines.
To assess this potential issue in your main navigation’s current state, use the Chrome extension Check My Links. This tool will highlight any redirecting (and broken) links that may exist in your main navigation.

As a best practice, this exercise should be executed each time the website is redesigned, both in redesign coding, Q/A, and post deployment.
7. Check What’s Ranking And What’s Not
By reviewing all of your top organic search rankings, you can get a feel for where you likely have sectional or hierarchical gaps.
Linking more so to these internal sections can convey importance to a search engine.
Example:
You may find that your homepage ranks well as well as product sub-category pages, but not the product parent category pages.
This can be caused by drop-down navigation which does a good job of linking to deeper site content, but the parent category is not linked to at all.
This causes a massive disproportion in the amount of linking and perceived importance at deeper site levels vs. parent level category pages.
A good first step is to create keyword buckets based on what composes your main navigation as well as your entire family of offerings.
Assess keyword research just as we did above but also take a look at competitor rankings to understand gaps that may exist.
To Link Or Not To Link
The steps that I have detailed are ultimately a deep dive into understanding what topics your audience has an interest in, what topics they want or expect us to have, as well as what content we need to portray importance to search engines.
As you hopefully take this main navigation audit to heart, pay attention in future months to improvements not only in conversion metrics and SEO rankings but in website user behavior metrics. These include bounce rate, time-on-site, and pages viewed per session.
Ultimately, these touchpoints will be the end-user and search engine’s way of thanking you for your hard work.
More Resources:
Featured Image: wee dezign/Shutterstock
SEO
State Of Marketing Data Standards In The AI Era [Webinar]
![State Of Marketing Data Standards In The AI Era [Webinar] State Of Marketing Data Standards In The AI Era [Webinar]](https://articles.entireweb.com/wp-content/uploads/2023/12/State-Of-Marketing-Data-Standards-In-The-AI-Era-Webinar.jpg)
Claravine and Advertiser Perceptions surveyed 140 marketers and agencies to better understand the impact of data standards on marketing data, and they’re ready to present their findings.
Want to learn how you can mitigate privacy risks and boost ROI through data standards?
Watch this on-demand webinar and learn how companies are addressing new privacy laws, taking advantage of AI, and organizing their data to better capture the campaign data they need, as well as how you can implement these findings in your campaigns.
In this webinar, you will:
- Gain a better understanding of how your marketing data management compares to enterprise advertisers.
- Get an overview of the current state of data standards and analytics, and how marketers are managing risk while improving the ROI of their programs.
- Walk away with tactics and best practices that you can use to improve your marketing data now.
Chris Comstock, Chief Growth Officer at Claravine, will show you the marketing data trends of top advertisers and the potential pitfalls that come with poor data standards.
Learn the key ways to level up your data strategy to pinpoint campaign success.
View the slides below or check out the full webinar for all the details.
Join Us For Our Next Webinar!
SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend
Join us and learn a unique methodology for growth that has driven massive revenue at a lower cost for hundreds of SaaS brands. We’ll dive into case studies backed by real data from over $150 million in SaaS ad spend per year.
SEO
GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.
- OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
- The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
- Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.
SEO
96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] 96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464170_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.jpg)
It’s no secret that the web is growing by millions, if not billions of pages per day.
Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes.
But how much of this content gets organic traffic from Google?
To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.
How many web pages get organic search traffic?
96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.
Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:
- ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
- Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.
That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic.
But why is this, and how can you be a part of the minority that gets organic search traffic from Google?
Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.
Reason 1: The topic has no search demand
If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.
For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] The top-ranking page for this topic gets no traffic because there's no search demand](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_468_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] The top-ranking page for this topic gets no traffic because there's no search demand](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_468_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_531_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_531_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.
Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.
You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential):
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_670_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_670_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
Reason 2: The page has no backlinks
Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Pages with more referring domains get more traffic](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_94_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Pages with more referring domains get more traffic](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_94_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
Same goes for the correlation between a page’s traffic and keyword rankings:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Pages with more referring domains rank for more keywords](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_324_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Pages with more referring domains rank for more keywords](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_324_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
Does any of this data prove that backlinks help you rank higher in Google?
No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.
The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Pages with more referring domains get more traffic](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_573_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Pages with more referring domains get more traffic](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_573_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
… but from what I can tell, almost all of them are about low-competition topics.
For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Example of a page with traffic but no backlinks, via Ahrefs' Content Explorer](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_883_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Example of a page with traffic but no backlinks, via Ahrefs' Content Explorer](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_883_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Some of the low-difficulty keywords a page without traffic ranks for](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_388_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Some of the low-difficulty keywords a page without traffic ranks for](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_388_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
It’s the same story for this page selling upholstered headboards:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Some of the low-difficulty keywords a page without traffic ranks for](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_125_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Some of the low-difficulty keywords a page without traffic ranks for](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464168_125_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
You might have noticed two other things about these pages:
- Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
- Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank.
Bottom line? If you want your pages to get search traffic, you really only have two options:
- Target uncompetitive topics that you can rank for with few or no backlinks.
- Target competitive topics and build backlinks to rank.
If you want to find uncompetitive topics, try this:
- Enter a topic into Keywords Explorer
- Go to the Matching terms report
- Set the Keyword Difficulty (KD) filter to max. 20
- Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Filtering for low-competition keywords in Ahrefs' Keywords Explorer](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_37_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Filtering for low-competition keywords in Ahrefs' Keywords Explorer](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_37_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
(Remember to keep an eye on the TP column to make sure they have traffic potential.)
To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation.
Reason 3. The page doesn’t match search intent
Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages.
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] It's obviously what searchers want when they search for "best yoga mats"](https://articles.entireweb.com/wp-content/uploads/2023/12/9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.jpg)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] It's obviously what searchers want when they search for "best yoga mats"](https://articles.entireweb.com/wp-content/uploads/2023/12/9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.jpg)
Basically, Google knows that searchers are in research mode, not buying mode.
It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Page selling yoga mats that has lots of backlinks](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_945_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Page selling yoga mats that has lots of backlinks](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_945_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Number of linking websites to the top-ranking pages for "best yoga mats"](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_703_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Number of linking websites to the top-ranking pages for "best yoga mats"](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_703_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Number of keyword rankings for the page selling yoga mats](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_1_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Number of keyword rankings for the page selling yoga mats](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_1_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.
We did this in 2018 with our free backlink checker.
It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial:
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Original landing page for our free backlink checker](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_536_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.jpg)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Original landing page for our free backlink checker](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_536_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.jpg)
After analyzing search intent, we soon realized the issue:
People weren’t looking for a landing page, but rather a free tool they could use right away.
So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since.
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Our rankings over time for the keyword "backlink checker." You can see when we changed the page](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_302_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Our rankings over time for the keyword "backlink checker." You can see when we changed the page](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_302_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today.
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Estimated search traffic over time to our free backlink checker](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_112_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
![96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023] Estimated search traffic over time to our free backlink checker](https://articles.entireweb.com/wp-content/uploads/2023/12/1701464169_112_9655-of-Content-Gets-No-Traffic-From-Google-Heres-How.png)
TLDR
96.55% of pages get no organic traffic.
Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.
Ping me on Twitter if you have any questions. 🙂
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