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Digital Marketing Statistics and Trends [in 2022]



Here’s our most comprehensive list of digital marketing statistics and trends this 2022. 

I’ve made sure that every number provided in this post is current and up-to-date. 

Even if we’re almost halfway through 2022, you can still make use of and incorporate the following data to improve your performance and update your marketing strategies.

SEO Stats 2022

81% of shoppers do their research first online before they purchase. In this case, every important information about your business must be visible online. 

Here are some statistics that will encourage you to optimize your website for search engines now:

  • Google tops its competitors as the most used search engine with an 85.55% market share in Feb. 2022. (Datareportal)
  • Google receives over 102,123 searches per second. (Internet Live Stats)
  • 70% of search users never scroll past the search engine’s second page. (Hubspot)
  • Google Chrome has the highest share of web traffic by browser with 64.06%, followed by Safari at 19.22%. (Datareportal)
  • Google ranks second for a mobile share of 58.1%, while Instagram takes the top spot at 63.3%. (Datareportal)
  • There are over 200 ranking factors used by Google’s search algorithm to rank websites. (Backlinko)
  • 65% of Google searches ended without any click. (
  • Web pages that take 5 seconds to load have an increased bounce rate to 38%. (Website Builder Expert)
  • Web pages with low bounce rates rank higher in search engines. (Backlinko)
  • The average number of words to get to Google’s average first-page search result is 1,440. (Backlinko)

Also Read: Learn SEO: The Complete Guide for Beginners


Over the years, we see more and more content creators, brands, and entrepreneurs jumping on the podcasting bandwagon. The podcast has become a fascinating platform for advertisers as well.

But before you delve into podcast advertising, take this advice from Ahref’s UX Writer, Rebekah Bek:

Quote Card

  • The number of podcast listeners around the world is estimated at around 424 million people (Insider Intelligence)
  • 94% of podcast listeners are multitasking a.k.a. doing household chores, driving, running errands, exercising, etc. This makes these listeners more receptive and engaging. (BBC)
  • 40% of podcast listeners choose to discover new podcast channels via their listening app’s directory. (The Podcast Host)
  • Apple is the most popular podcast directory, with 38.7% of podcast listeners around the world. (BuzzSprout)
  • The top podcast listeners are from North America and the Asia Pacific. (BuzzSprout)
  • Podcast listeners refer to podcast channel descriptions to check what it is about. (The Podcast Host)
  • 45% of podcast listeners have an annual income of $250,000. (Small Biz Genius)
  • 73% listen to the podcast on their smartphones. (Edison Research)
  • 69% of podcast listeners say podcast ads helped them become aware of brands, products, and services. (BuzzSprout)
  • Advertisements read by podcast hosts are 3.5 times more effective than scripted third-party ads. (DigiDay)
  • Millennials and Gen Zs dominate the podcast listener demographic. (PRCA)

Social Media 

There is no denying that social networks have significantly changed the way we do our marketing.

Here are some important figures that will help improve your social media marketing and strategies:

  • YouTube streams 694,00 hours of video per minute. (Statista)
  • The average amount of time internet users spent on social media is 2 hours and 27 minutes per day. (Statista)
  • There are 4.62 billion social media users worldwide in January 2022. (Datareportal)
  • Social media platforms in the Philippines last year 2021 saw an increase in the number of influencers led by Facebook (67.06%), Instagram (37.42%, and YouTube (35.96%). (Datareportal)
  • Number of users per social media platform (early 2022) (Datareportal)
    Facebook- 83.85 million users
    YouTube- 56.50 million users
    Instagram- 18.65 million users
    Tiktok- 35.96 million users
    Facebook messenger- 55.15 million users
    LinkedIn- 11.00 million users
    Snapchat- 10.60 million users
    Twitter- 10.50 million users


  • Facebook Live videos receive 10 times as many comments as regular videos. (99 Firms)
  • Tiktok has approximately 650,000 new users every day or more than 8 new users per second. (DataReportal)
  • 73% of users feel a stronger connection to brands on TikTok than they do on other social media platforms. (Newsroom.TikTok)
  • TikTok has the highest 5.96% engagement rate compared to other social media networks. (Social Insider)
  • Instagram Stories is used by 500 million accounts every day. (Hootsuite)
  • 70% of customers go to Instagram to make their next purchase. (Instagram for Business)
  • In 2022, short-form videos will last an average of 3 minutes and 23 seconds. (ReelnReel)
  • Instagram Reels content receives 22% higher engagement than typical Instagram videos. (EarthWeb)

Also Read: Social Media: A Comprehensive Guide

Mobile Marketing 

More than half of web traffic and two-fifths of email opens come from smart phones or mobile devices. This means your search and email strategies must be aligned with your mobile marketing strategies.

Here are some important data you will need to take note of for your mobile marketing strats:

  • A typical mobile phone user spends 4 hours and 48 minutes per day on average. (Datareportal)
  • There are 3.5 billion smartphone users worldwide. (Website Builder)
  • More than half (53%) of US shoppers prefer to use their mobile device to research deals and offers before buying than speak with an associate in-store about promotions. (Retail Me Not)
  • Social commerce in the Philippines is predicted to expand 30.4 percent each year, reaching US$681.6 million in 2022. (Research and markets)
  • 80% of internet users own a smartphone. (Smart Insights)
  • The global revenue growth of mobile applications is expected to reach $925 billion by 2023. (Digital Examiner)
  • TikTok motivated 67% of its users to purchase even when they weren’t looking to do so. (TikTok Newsroom)
  • 62% of marketers believe that TikTok content creators are the best communicators with their customers. (TikTok Newsroom)
  • Instagram is important to 68% of marketers for influencer marketing initiatives, down from 80% last year. (Influencer Marketing Hub)
  • 37% of consumers are more likely to purchase from a mobile-optimized site. (Website Builder)

Video Marketing

Video marketing is growing because it captivates the audiences’ emotions and stimulates the consumers’ psyche with effective storytelling. 

If you want to invest your time and energy in video marketing, here are some of its important statistics:

  • 96% of users watch explainer videos to learn more about a product or service. (Wyzowl)
  • 59% of executives would rather watch a video than read texts. (Forbes)
  • About 70% of millennials often watch company videos when shopping online. (Animoto)
  • 76% of millennials follow brands on YouTube. (Animoto)
  • YouTube content creators (such as reaction videos, instructional films, and anything of public interest) thrived during the pandemic. (Adobo Magazine)
  • Short-form video marketing will be more prevalent than ever before, with more than 70% of marketers utilizing it. (ReelnReel)
  • Marketers that utilize video generate revenue 49% quicker than those who do not. (WordStream)
  • Companies produce a wide variety of videos. 42% prefer live-action videos, 33% prefer animated videos, and 15% prefer screen recorded videos. (Wyzowl)
  • 60% of YouTube videos are watched on mobile devices. (Inc.)
  • 88% of people would like to see more videos from brands in 2022. (Wyzowl)

If you’re looking to Pay Per Click advertising for your business this year, here are some statistics you might want to keep in mind:

  • 59.7% of search users can’t tell the difference between paid and organic search results. (Varn)
  • Over 50% of paid ad clicks come from mobile. (Web FX)
  • Google, Facebook, and Amazon hold a 64% share of total ad spending. (eMarketer)
  • 33% of search users click on paid ads because they directly answer their search query. (Clutch)
  • Over 90% of mobile search users will likely click on the first two or three search results. (Search Engine Land)
  • 42.7% of internet users around the world use ad blockers. (Backlinko)
  • The top three ads at the top of the first search engine results page get all the clicks at 40%. (Techjury)

User-Generated Content

Many customers turn to user-generated content (UGC) in the form of peer reviews and recommendations before they make a purchase from brands.

  • 92% of consumers around the world trust the reviews and recommendations from friends and family over advertising. (Nielsen)
  • 86% of companies use UGC in their marketing strategy to make them trustworthy.
  • 78% of millennials say they prefer customer photos over professional photos shared by a brand. (Social Media Week)
  • 57% of marketers say their biggest concern when it comes to UGC use is copyright issues. (Social Media Week)
  • 60% of consumers would love brands to tell them what type of UGC to use and create. (State of User-Generated Content)

Source: Nielsen Global Trust in Advertising Survey in 2021

  • 77% of shoppers are more likely to buy from brands that provide a personalized shopping experience. (State of User-Generated Content)
  • 64% of users have used a hashtag or tagged a brand on their social media. 
  • Emails that contain user-generated content increase click-through rates up to 73%. (Salesforce)
  • 48% of customers discover new products through user-generated content on social media feeds. (Taggbox)
  • 78% of Millennials find a photo and video user-generated content extremely helpful when it comes to their purchasing decisions. (BusinessWire)

Metaverse statistics

Metaverse is a shared virtual environment in which users interact via avatars. In other words, it merges reality with the virtual world. Some data you might need to take note of:

  • Metaverse is a network of virtual worlds in 3D that people can connect through Augmented Reality (AR) and Virtual Reality (VR). Some AR and VR games include Minecraft, Roblox, Pokemon, and Fortnite.
  • Virtual reality experts claim that the number of VR users in the US is 57.4 million, while the number of AR users are 90.9 million. (eMarketer)
  • Metaverse’s target audiences include young Millennial to Gen-Z professionals and C-level executives. (Statista)
  • 11.3% of the Metaverse demographics are men, and 8.3% are women. (Statista)
  • 35% of customers will do more shopping online if they can virtually try on a product. (BigCommerce)
  • Virtual influencers are computer-generated characters that have almost been trending at the same rate as real-life influencers. To date, Lilmiquela, a virtual influencer has 3 million followers on Instagram.
  • 35% of respondents have bought a product or service promoted by virtual influencers. (The Influencer Marketing Factory)
  • Many brands are taking virtual and augmented experiences outside mobile phones already. (Smart Brief)

Take a look at Pepsi’s bus-stop campaign on Talon’s YouTube channel:

Pepsi AR bus stop campaign screenshot


Cryptocurrency statistics

Do you want to understand the state of the cryptocurrency market? If you are a crypto enthusiast, here are some figures that you might find interesting to note this year:

  • Market segments for cryptocurrencies include banking, real estate, the stock market, and virtual currencies. Over $500 million of transactions took place in the stock market and the virtual currency sectors in 2019. (Facts and Factors)
  • Vietnam has the highest 28.6% adoption rate of cryptocurrency. (Finder)
  • Bitcoin has gained 136,260% between 2012 to May 2022. (Young and Invested)
  • The price of bitcoin went from $6,000 to $60,000 in 12 months after the pandemic hit in March 2020.
  • More than 14,000 posts related to cryptocurrency appear on Twitter every day. (Reuters)
  • The social media landscape will play a big role in driving traffic to crypto-driven ad content. (The Wise Marketer)
  • Almost 30% of US crypto owners had bought something online with their digital assets last March 2022. (eMarketer)
  • The industry with the highest 26.3% rate of BitPay acceptance is prepaid debit/gift cards. (Statista)
  • 67% of millennials (ages 24-35) like cryptocurrency so much that they prefer it over gold as an investment vehicle. (Finder)
  • In terms of energy use, Bitcoin mining consumes more than Argentina and slightly less than Norway. (BBC)

Influencer Marketing

Influencer marketing just keeps on growing and shows no signs of slowing down. Check out the numbers below:

  • As of 2021, the global influencer marketing market size is at $13.8 billion, growing 711.76% from $1.7 billion in 2016. (Statista)
  • 43% of respondents to a Statista survey in Brazil have bought products because of celebrity or influencer endorsement. China and India followed at 34% and 33% respectively. (Statista)
  • As of July 2021, 75% of internet users in the United Arab Emirates follow one or more social media influencers. This is closely followed by Indonesia and India at 73% and 71% respectively. (Statista)
  • There are between 3.2 million and 37.8 million influencers worldwide on Instagram, YouTube, and TikTok. (EarthWeb)
  • With 49% of sponsored Instagram posts coming from the United States in 2017, it is the world’s leading country for Instagram influencer marketing. (Statista)
  • With 12.71% of TikTok influencers coming from the United States in July 2020, the United States again leads in TikTok influencer marketing. (Statista)
  • Charli D’Amelio has the highest follower count at 140.6 million, followed by Khabane Lame at 138.1 million.
  • Brands spent $603.9 million on YouTube influencer marketing in 2021, with the top spenders being Honey, Express VPN, and GFuel. (Influencer Marketing Hub)
  • India is leading the charge with the biggest YouTube audience size of 467 million as of April 2022. (Statista)
  • 111 million subscribers make PewDiePie the top non-corporate YouTube account as of March 2022. (Statista)

Affiliate Marketing

Affiliate marketing is a type of online marketing in which businesses promote and sell products through third-party publishers. Here are the data you need to know:

  • Global affiliate marketing spending is forecasted to grow to approximately $13 billion this year and $15.7 billion by 2024. (Influencer Marketing Hub)
  • Affiliate marketing spending in the United States is projected to be at $8.2 billion this year, 2022. (Statista)
  • £627 million is projected to be spent on affiliate marketing in the United Kingdom this year. (Statista)
  • Mobile devices drive more than 50% of affiliate-referred traffic. (SaaS Scout)
  • A survey in 2016 by Rakuten found that 80% of advertisers and 84% of publishers had an affiliate program. (Rakuten)
  • Amazon Associates dominates the market with a 21.65% in market share. (Influencer Marketing Hub)
  • The United States is currently leading in Amazon Associates usage with 12,982 websites, closely followed by Germany with 12,595 websites. (SimilarTech)
  • The Amazon Associates website got 2.9 million visits in April 2022, 7.83% less than the 3.1 million in February and March of the same year. (Similarweb)
  • 48.61% of Amazon Associates website’s views came from the United States, with India trailing behind at 6.65% and Pakistan at 5.40%. (Similarweb)
  • The average affiliate link conversion is anywhere from 1% to 10%. (AffiliateWP)

Digital Marketing Trends in 2022 to Watch Out For

Consumer Data Privacy

Apple’s goal with the iOS 14 security update was to ask iPhone users whether they wanted their data collected or to track their browsing habits to help third-party apps display relevant ads.

This move done by Apple prompted many tech companies and Google to make similar changes when it comes to data privacy.

However, Google did say that its move won’t be disruptive; in essence, it will give existing companies at least two years to adapt to Android software’s forthcoming changes.

What this change means for you is that you will need to aim your efforts at persuading your customers in the form of more personalized experiences on their end.

Create genuine relationships with your customers by providing real value and identifying the optimal channel through which you can offer your product or service.

Zero-click searches

The zero-click search claim has created a slight divide between some webmasters and search industry practitioners.

According to Similarweb and Sparktoro, a zero-click result is a search result that does not generate a click-through to a website.

When people usually search for answers online, Google shows an instantaneous answer in the form of featured snippets, Knowledge Panel, and People also ask features.

While Similarweb and Sparktoro have provided well-thought-out research to support the claim, Google’s David Sullivan published a detailed post that overrule the zero-search clicks claim.

Sullivan said Similarweb’s report did not properly account for how people use Google search and that their report was misleading.

As a search industry practitioner myself, I only want to lay emphasis on building your online presence.

And to build your online presence, you still need a website.

If you want to show up on any of Google’s featured snippets, the Knowledge Panel, and People also ask, you need to optimize your website.


1653064968 173 Digital Marketing Statistics and Trends in 2022

And lastly, your ultimate goal is to provide the most relevant content to your web visitors, and to Google.

Want to optimize your website and make your content relevant to people and to Google? Read: Technical SEO: The Complete Guide for Advanced Users (with Checklist)

Short-form videos

In 2013, Vine rose to popularity as its users were allowed to create entertaining 6-second short-form videos. Not long after, many social networks found short-form video content’s potential to captivate their users, including (now TikTok).

Short-form videos have become a crucial part of many social media channels and can be created, posted, and viewed across most platforms by 2016.

Furthermore, short-form videos have played a significant role to gain brand exposure and build customer loyalty.

For brands, posting their recent post on Instagram and Facebook stories can help them reach and engage their customers.

Online gamers are showcasing their expertise in playing specific games by streaming live videos. Streaming live videos attract their audience to buy and play the game.

Even small home-based businesses now do live-selling on different social media and e-comm platforms to interact with their customers.

When considering short-form videos, aim for authenticity. Find and gather data and analytics that will help you create campaigns effectively.

Seamless omnichannel experience

If your business provides consistent and seamless experience to your customers, you’re on the right track. Interacting with your customers across multiple channels has now become the norm.

Customers have now become digital-savvy, so it’s no surprise if they’re looking for seamless shopping experience online. A report done by McKinsey showed that 60 – 70% of consumers are shopping the omnichannel way, with Instagram and Facebook acting as the virtual window shopping platform.

Positive impacts of an integrated omnichannel experience include enhanced customer experiences and higher levels of engagement.

Key Takeaway

I rounded up these digital marketing statistics and trends with the aim of helping out small and medium-sized businesses to either jumpstart or improve their marketing efforts and strategies this 2022.

While this guide required great effort, I enjoyed and learned a lot from it at the same time.

If you have any questions or suggestions on how we can make this guide more all-inclusive, please don’t hesitate to leave a comment below.

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State Of Marketing Data Standards In The AI Era [Webinar]




State Of Marketing Data Standards In The AI Era [Webinar]

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.

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GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays




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.

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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]

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.

Distribution of pages by traffic from Content Explorer

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:

  1. ~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.”
  2. 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:

The top-ranking page for this topic gets no traffic because there's no search demandThe top-ranking page for this topic gets no traffic because there's no search demand

This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:

Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demandKeyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand

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): 

Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords ExplorerFiltering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer

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.

Pages with more referring domains get more trafficPages with more referring domains get more traffic
Pages with more referring domains get more traffic

Same goes for the correlation between a page’s traffic and keyword rankings:

Pages with more referring domains rank for more keywordsPages with more referring domains rank for more keywords
Pages with more referring domains rank for more keywords

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…

Pages with more referring domains get more trafficPages with more referring domains get more traffic
How much traffic pages with no backlinks get

… 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: 

Example of a page with traffic but no backlinks, via Ahrefs' Content ExplorerExample of a page with traffic but no backlinks, via Ahrefs' Content Explorer

But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

It’s the same story for this page selling upholstered headboards:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

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:

  1. Target uncompetitive topics that you can rank for with few or no backlinks.
  2. Target competitive topics and build backlinks to rank.

If you want to find uncompetitive topics, try this:

  1. Enter a topic into Keywords Explorer
  2. Go to the Matching terms report
  3. Set the Keyword Difficulty (KD) filter to max. 20
  4. 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)
Filtering for low-competition keywords in Ahrefs' Keywords ExplorerFiltering for low-competition keywords in Ahrefs' Keywords Explorer

(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. 

It's obviously what searchers want when they search for "best yoga mats"It's obviously what searchers want when they search for "best yoga mats"

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:

Page selling yoga mats that has lots of backlinksPage selling yoga mats that has lots of backlinks
Number of linking websites to the top-ranking pages for "best yoga mats"Number of linking websites to the top-ranking pages for "best yoga mats"

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.”

Number of keyword rankings for the page selling yoga matsNumber of keyword rankings for the page selling yoga mats

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: 

Original landing page for our free backlink checkerOriginal landing page for our free backlink checker

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. 

Our rankings over time for the keyword "backlink checker." You can see when we changed the pageOur rankings over time for the keyword "backlink checker." You can see when we changed the page

Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today. 

Estimated search traffic over time to our free backlink checkerEstimated search traffic over time to our free backlink checker


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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