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6 Ways To Engage Your Organic Search Traffic On Social Media

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6 Ways To Engage Your Organic Search Traffic On Social Media

It can feel like it takes forever to build an online audience of people who actually want to read what you post, engage in your content, and actually buy the products and services you offer – especially when trying to grow organically.

Organic growth can sometimes take months or even years to reach a profitable point.

The crazy thing is most creators and business owners are still waiting on Google to hopefully bring another person to their website or page.

But what if there were a way to fix that problem?

What if there were a better and faster way to engage your organic search traffic and your social media content all at the same time?

Luckily, there is!

We created this simple six-step process to engage your organic search traffic on social media and drastically expand your organic search reach using Facebook lookalike audiences.

  • Step 1: Perform keyword research.
  • Step 2: Create a piece of content (for this example, it will be a blog).
  • Step 3: Get some organic traffic to that piece of content.
  • Step 4: Set up your social media pixel and pixel the people who read the content article.
  • Step 5: Create a Facebook lookalike audience.
  • Step 6: Serve social media ads to that audience.

The steps may seem a bit much, especially if you’re new to organic growth. But don’t worry; this blog will break it down for you.

Step 1: Perform Keyword Research

Most people starting out with keyword research already have a few keywords or phrases they think will for their business or niche. These could be keywords related to their business or brand, like [best books to read for business] or [what foods cause inflammation?].

Keyword research (keywords) or the specific words and phrases that you and your ideal audience are using related to your products, services, industry, etc.

These highly specific seed topics are very important and a great place to start.

Many times the content you want to create and rank for and what your audience is actually typing in the search bar are likely completely different.

Which is one of the most pivotal reasons to perform keyword research in the first place.

If people aren’t searching for it, then why waste time creating it in the first place?

The smartest way to avoid this is to find the exact words and phrases your ideal customers are currently searching for on Google and other major search engines.

Figuring this out isn’t as complicated as it sounds. There are a handful of keyword research tools that can help.

For example, we use Ahrefs to research the phrase, [how to get followers on Instagram].

Screenshot from Ahrefs, October 2022

You can see in the image above how many people are searching for this key phrase and the other relatable parent topics related to it.

When creating content for search engines, it’s essential to create content that answers one question at a time.

It’s okay to elaborate on that question, even up to a few thousand words. But don’t confuse one article with too many questions and topics.

For example, you could take these short-term and long-term keywords and write a blog post on each topic (of course, when it makes sense for your business).

If it doesn’t make sense to write a topic on each of those questions and the keywords are too relatable, then maybe it makes more sense to use this set of keywords as an H1 or H2 heading instead in the same blog post, which will also play a significant factor in search engine rankings.

Step 2: Create A Piece Of Content

Now that you understand the importance of finding the right keywords to use in your content marketing strategy, it is time to create a blog post.

When writing a blog, it is essential to remember that the goal is to get new readers to your blog consistently, which will eventually lead to a sale.

It’s also to get readers and engagement on the blog, so signals are sent to social media and the search engines to help your article get first-page rankings and rank in the first 10 blog posts on Google.

Again, this is where keyword research comes into play.

Make sure to read every blog on the first page of Google related to your keyword research. When doing so, make sure that your article outperforms each one of those blog posts or is found more valuable.

When performing keyword research correctly, it takes no time to get top rankings in Google because you know what people are searching for and how frequently they are searching for it.

Once your blog post is published on your website, it is time to wait for some people to read and engage with it.

Step 3: Get Organic Traffic

The only thing you have to do in this step is to wait for some organic traffic to trickle in; the goal is to have around 1,000 people. If 1,000 seems like too many, try to have at least 100.

Over time when the piece of content you created starts to get search results, you can set up a pixel (this is the next step) and begin running social media ads to hack the process and get more eyeballs on your content faster.

However, let me start by saying this may not be as simple as it sounds – this is the step where most businesses get stuck and don’t know how to grow reasonably.

Most creators, businesses, and companies understand how a simple marketing funnel works, but what they don’t understand is how to continuously get newly qualified people throughout every piece of the marketing funnel.

Even so, most businesses don’t understand how to successfully intertwine multiple platforms and use social media to grow their organic search traffic or vice versa.

People have created all these great pieces of content, but they don’t understand how to use that awesome content to take them to the next level.

People don’t have enough time to create new content every single day. The pressure of having to come up with new ideas every day, film videos, or write a 2,500-word blog post often times leads to burnout.

And when you are using multiple platforms, that’s where this marketing strategy comes into play.

You have to understand how to track every person who touches your content, from the first touch to the last.

Studies have shown that it usually takes a person seven interactions or touches with a business before making a purchase.

To know how many times a person interacts with your content, it is critical to have a pixel placed on your website for accurate data tracking, leading to the next step.

Step 4: Set Up Social Media Pixel

Once you have published your blog post and have a small or large amount of traffic engaging with your content, it is time to set up your social media pixel on your website.

how to set up a pixelScreenshot by author, October 2022

If you are unfamiliar with a pixel, here is the definition.

A pixel is a few lines of code that you copy into the header section of your website.

It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads.

The pixel serves two primary purposes:

  • To remarket to someone who has visited one of your pages.
  • To know which pages they have visited and to track and see if someone has completed the desired action, whatever that may be.

What the pixel does, in essence, is allow Facebook to track its audience on our platform; we are essentially giving Facebook access to our tracking.

If you are unsure how to create a Facebook pixel och add the Facebook Pixel to your website, follow this two-part process:

Part 1: Create A Facebook Pixel

  • Go to Events Manager.
  • Klick Connect Data Sources and select Web.
  • Select Facebook Pixel and click Connect.
  • Add your Pixel Name.
  • Enter your website URL to check for easy setup options.
  • Klick Continue.

Part 2: Add The Facebook Pixel To Your Website

Once you’ve created your pixel, you’re ready to put the Facebook pixel code on your website.

There are a few different options on how you can set this part up:

  • You can manually add pixel code to a website.
  • Use a partner integration.
  • Use email instructions.

Once the tracking is in place and you fully understand your target audience’s patterns, you can begin implementing the R3MAT strategy, showing the right message to the right person at the right time with the right expectations.

Once you have your social media pixel set up, it’s time to move to the next step.

Step 5: Create A Lookalike Audience

Did you know that Facebook can predict if you are pregnant before you know you’re pregnant? Or that Facebook can tell if you’re cheating on your partner? Or that you’re going to get a divorce?

It can track every scroll up or down, a swipe of the finger, every heart, repost, retweet, and knows every person, business, and profile you interact with.

Seems pretty scary, right?

But here’s where that becomes super powerful.

Facebook has an option where you can create a lookalike audience based on its tracking abilities to reach new people who are most likely to be interested in your business because they’re similar to your best existing customers.

You can create a group of people with similar likes, interests, and demographics to those already interacting with your website.

Here is how to create a Facebook Lookalike Audience:

  • Go to your Audiences.
  • Click the Create Audience dropdown and choose Lookalike Audience.
  • Choose your source notes:
    • A source can be a customer audience not created with your pixel data, mobile app data, or fans of your page.
    • Consider using 1,000 to 50,000 of your best customers based on lifetime value, transaction value, total order size, or engagement.
  • Choose the country/countries where you’d like to find a similar set of people.
  • Choose your desired audience size with the slider.
  • Klick Create Audience.
how to create a custom audienceScreenshot from Facebook, October 2022

Creating this audience allows any business to create a small subset of people you can talk to any way you choose.

You can now show this audience relevant ads, move them through the sales funnel, build your relationship with them, and build your reach and frequency.

All of this is possible because Facebook is watching so many little data points all of the time.

Facebook continuously collects information about what you buy, who you search for or friend, what websites you visit, and the accounts you follow and unfollow.

Plus, thousands of other bits of personal information are gathered from public records and your social media activity.

Step 6: Serve Audience The Social Media Ads

The final step is to show relevant ads to your new lookalike audience that you just created.

To keep this process going, make sure you are consistently showing your lookalike audience(s) new relevant content that meets them at every point in their buyers’ journey.

Meaning you will hit them with new or recycled content (and the kind your audience likes to engage with) at the awareness stage, consideration stage, and decision stage of the buyers’ journey.

When you complete this six-step process, you are officially taking your organic search and lighting it on fire.

Slutsats

Make sure you continue to repeat this simple six-step process to engage your organic search traffic on social media over and over to see the best results.

Repeat everything from performing new keyword research to creating new content and setting up your new pixel to running new ads to the piece of content to a saved or new audience.

This doesn’t mean you must change what’s working, but maybe take a few clips out of your existing content and show that to your audience.

Break larger pieces of content down into smaller segments to create new pieces of micro-content out of your current existing content.

More Resources:


Featured Image: oatawa/Shutterstock



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Microsoft Announces ChatGPT Capabilities Coming To Bing

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Microsoft Announces ChatGPT Capabilities Coming To Bing

Microsoft announced today that it is bringing cutting-edge AI capabilities to its Bing search engine, with the addition of a new ChatGPT-like feature.

Microsoft revealed its plans for integrating ChatGPT at a private event held at its Redmond headquarters today, which centered around its partnership with OpenAI.

Unlike recent virtual events, this particular press conference was held in person and not broadcast online.

During the event, Microsoft CEO Satya Nadella highlighted the significance of this new feature and how it will revolutionize the way people interact with search engines.

“I think this technology is going to reshape pretty much every software category,” says Nadella.

Nadella proclaimed, “The race starts today,” and Microsoft is going to “move and move fast.”

The event attendees were given a sneak peek at the latest search experience, which Microsoft refers to as “your AI-powered copilot for the web.”

This new experience combines the all-new Bing search engine and Edge web browser, which are designed to complement each other.

Nadella explained that the new Bing would provide direct answers to questions and encourage users to be more creative.

He also stated that the current search experience is not working as efficiently as it should be, as 40% of the time, people click on search links and then immediately click back.

This clearly indicates that the search experience needs to be updated and improved. Nadella claims that the search engine user experience hasn’t changed in 20 years, and it’s time for Microsoft to adapt.

Introducing The New Bing

The new Bing is powered by a next-generation language model from OpenAI, which has been specifically customized for search purposes. It’s even more powerful than the ChatGPT model.

Microsoft has implemented a new way of working with OpenAI called the “prometheus model,” which enhances the relevancy of answers, annotates them, keeps them up to date, and more.

The search index has also been improved by applying the AI model to the core search algorithm, which Nadella calls the largest jump in relevance ever.

It runs on a new user experience with an expanded search box that accepts up to 1,000 characters. Examples shared during the event look exactly like recent leaks.

The new Bing includes a chatbot that behaves similarly to ChatGPT, allowing users to interact with Bing in a natural language.

Bing’s new ChatGPT-like feature will take it a step further by allowing users to have an actual conversation with the search engine, with the ability to follow up on previous questions and provide more context for their search.

The new Bing is now available for a limited preview on desktop, and anyone can try it out by visiting Bing.com and performing sample searches.

You can also sign up to be notified when it becomes more widely available.

The preview will be expanded to millions of users in the near future, and a mobile version will be available soon.

The New Edge Browser

The chat interface Microsoft demonstrated in Bing is available as a sidebar feature in Edge, allowing users to access it without navigating to the Bing website. The interface can run alongside any webpage and interact with it.

During a demonstration, the AI assistant in Edge could summarize a 15-page PDF with one click and even translate a code snippet from Stack Overflow into another programming language.

Another benefit of the Edge browser’s “AI co-pilot” is having it complete tasks for you, such as filling out forms and writing emails.

In Summary

Microsoft has made a substantial leap in search engine technology by integrating a ChatGPT-like feature in its Bing search engine.

The new Bing is powered by a next-generation language model from OpenAI, which takes key learnings and advancements from ChatGPT and GPT-3.5.

Bing with the AI co-pilot is now available for a limited preview on desktop, and a mobile version will be available soon.

Additionally, the chat interface will be available as a sidebar feature in the new Edge browser, which has the ability to summarize information, translate code, and even complete tasks.


Source: Microsoft

Featured Image: Poetra.RH/Shutterstock



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From Competitors To Partners: Conductor Acquires Searchmetrics

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From Competitors To Partners: Conductor Acquires Searchmetrics

Conductor, a leading enterprise organic marketing platform, has acquired European-based competitor, Searchmetrics, to accelerate its expansion in the European market.

After acquiring ContentKing in 2022, the acquisition of Searchmetrics continues to strengthen Conductor’s position in the industry.

Seth Besmertnik, Conductor’s CEO and co-founder, said that the acquisition would bring the best of what Searchmetrics does to Conductor and its shared customers:

“Searchmetrics has been a competitor almost since we started Conductor, with a strong data foundation and a powerful presence in the European market. We are excited to bring the best of what Searchmetrics does to Conductor and to our now shared customers. Our goal is for customers to greatly benefit from this acquisition through delivery of more product value on a global scale.”

 

Matt Colebourne, the CEO of Searchmetrics, expressed his excitement for the company to join Conductor, calling it the “definitive global leader”:

“Conductor is indisputably the SEO space market leader. For years, we’ve admired their commitment to innovation for customers and their efforts to foster a dynamic and rewarding workplace culture for employees. By joining Conductor, we bring the best of what we do along with a large European customer base—solidifying Conductor as the definitive global leader. We cannot wait to build more for customers going forward.”

 

Ken Ogenbratt, Searchmetrics’s Chief Financial Officer, said the acquisition is a “pivotal step” for the SEO industry as the two companies move forward as partners with the opportunity to drive even greater value to customers.

With this acquisition, Conductor continues its commitment to creating a single, global platform that integrates all parts of the SEO workflow.

With Searchmetrics’ strong European presence and solid customer base, the acquisition will significantly accelerate Conductor’s growth in Europe.

Conductor has completed its second acquisition in a year with the purchase of Searchmetrics, which follows the company’s significant funding round from Bregal Sagemount in 2021.

This acquisition is seen as a sign of Conductor’s recent growth. It is expected to solidify its position as a leading player in the SEO space by incorporating the strengths of both companies for their shared customers.


Featured Image: dotshock/Shutterstock



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How to Execute the Skyscraper Technique (And Get Results)

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How to Execute the Skyscraper Technique (And Get Results)

In 2015, Brian Dean revealed a brand-new link building strategy. He called it the Skyscraper Technique.

With over 10,000 backlinks since the post was published, it’s fair to say that the Skyscraper Technique took the world by storm in 2015. But what is it exactly, how can you implement it, and can you still get results with this technique in 2023?

Låt oss börja.

What is the Skyscraper Technique?

The Skyscraper Technique is a link building strategy where you improve existing popular content and replicate the backlinks. 

Brian named it so because in his words, “It’s human nature to be attracted to the best. And what you’re doing here is finding the tallest ‘skyscraper’ in your space… and slapping 20 stories to the top of it.”

Here’s how the technique works:

Three steps of the Skyscraper Technique

How to implement the Skyscraper Technique

Follow these three steps to execute the Skyscraper Technique.

1. Find relevant content with lots of backlinks

There are three methods to find relevant pages with plenty of links:

Use Site Explorer

Enter a popular site into Ahrefs’ Site Explorer. Next, go to the Best by backlinks report.

Best pages by backlinks report, via Ahrefs' Site Explorer

This report shows you a list of pages from the site with the highest number of referring domains. If there are content pieces with more than 50 referring domains, they’re likely to be good potential targets.

Sidenote.

Ignore homepages and other irrelevant content when eyeballing this report.

Use Content Explorer

Ahrefs’ Content Explorer is a searchable database of 10 billion pages. You can use it to find mentions of any word or phrase.

Let’s start by entering a broad topic related to your niche into Content Explorer. Next, set a Referring domains filter to a minimum of 50. 

We can also add:

  • Language filter to get only pages in our target language.
  • Exclude homepages to remove homepages from the results.
Ahrefs' Content Explorer search for "gardening," with filters

Eyeball the results to see if there are any potential pieces of content you could beat.

Use Keywords Explorer

Enter a broad keyword into Ahrefs’ Keywords Explorer. Next, go to the Matching terms report and set a Keyword Difficulty (KD) filter to a minimum of 40.

Matching terms report, via Ahrefs' Keywords Explorer

Why filter for KD? 

The reason is due to the method we use at Ahrefs to calculate KD. Our KD score is calculated from a trimmed mean of referring domains (RDs) to the top 10 ranking pages. 

In other words, the top-ranking pages for keywords with high KD scores have lots of backlinks on average.

From here, you’ll want to go through the report to find potential topics you could build a better piece of content around. 

2. Make it better

The core idea (or assumption) behind the Skyscraper Technique is that people want to see the best. 

Once you’ve found the content you want to beat, the next step is to make something even better

According to Brian, there are four aspects worth improving:

  1. Length – If the post has 25 tips, list more.
  2. Freshness – Update any outdated parts of the original article with new images, screenshots, information, stats, etc.
  3. Design – Make it stand out with a custom design. You could even make it interactive.
  4. Depth – Don’t just list things. Fill in the details and make them actionable.

3. Reach out to the right people

The key to successfully executing the Skyscraper Technique is email outreach. But instead of spamming everyone you know, you reach out to those who have already linked to the specific content you have improved. 

The assumption: Since they’ve already linked to a similar article, they’re more likely to link to one that’s better.

You can find these people by pasting the URL of the original piece into Ahrefs’ Site Explorer and then going to the Backlinks report.

Backlinks report for ResumeGenius' how to write a resume, via Ahrefs' Site Explorer

This report shows all the backlinks to the page. In this case, there are 441 groups of links.

But not all of these links will make good prospects. So you’ll likely need to add some filters to clean them up. For example, you can:

  • Add a Language filter for the language you’re targeting (e.g., English).
  • Switch the tab to Dofollow for equity-passing links.
Backlinks report, with filters, via Ahrefs' Site Explorer

Does the Skyscraper Technique still work?

It’s been roughly eight years since Brian shared this link building strategy. Honestly speaking, the technique has been oversaturated. Given its widespread use, its effectiveness may even be limited. 

Some SEOs even say they wouldn’t recommend it.

So we asked our Twitter och LinkedIn following this question and received 1,242 votes. Here are the results:

Pie chart showing 61% of respondents feel the Skyscraper Technique still works

Clearly, many SEOs and marketers still believe the technique works.

Sidenote.

According to Aira’s annual State of Link Building report, only 18% of SEOs still use the Skyscraper Technique. It’s not a go-to for many SEOs, as it ranks #20 among the list of tactics. I suspect its popularity has waned because (1) it’s old and SEOs are looking for newer stuff and (2) SEOs believe that content is more important than links these days.

Why the Skyscraper Technique fails and how to improve your chances of success

Fundamentally, it makes sense that the Skyscraper Technique still works. After all, the principles are the same behind (almost) any link building strategy:

  1. Create great content
  2. Reach out to people and promote it

But why do people think it’s no longer effective? There are a few reasons why and knowing them will help you improve your chances of success with the Skyscraper Technique.

Let’s start with:

1. Sending only Brian’s email template

In Brian’s original post, he suggested an email template for his readers to use:

Hey, I found your post: http://post1

<generic compliment>

It links to this post: http://post2

I made something better: http://post3

Please swap out the link for mine.

Unfortunately, many SEOs decided to use this exact template word for word. 

Link building doesn’t exist in a vacuum. If everyone in your niche decides to send this exact template to every possible website, it’ll burn out real fast. And that’s exactly what happened.

Now, if a website owner sees this template, chances are they’ll delete it right away. 

Sidenote.

Judging by my inbox, there are still people using this exact template. And, like everyone else, I delete the email immediately.

I’m not saying this to disparage templated emails. If you’re sending something at scale, templating is necessary. But move away from this template. Write your own, personalize it as much as possible, and follow the outreach principles here.

Even better, ask yourself:

"What makes my content unique and link-worthy?”

2. Not segmenting your prospects

People link for different reasons, so you shouldn’t send everyone the same pitch. 

Consider dividing your list of prospects into segments according to the context in which they linked. You can do this by checking the Anchors report in Site Explorer.

Anchors report, via Ahrefs' Site Explorer

You can clearly see people are linking to different statistics from our SEO statistics post. So, for example, if we were doing outreach for a hypothetical post, we might want to mention to the first group that we have a new statistic for “Over 90% of content gets no traffic from Google.”

Then, to the second group, we’ll mention that we have new statistics for “68% of online experiences.” And so on. 

In fact, that’s exactly what we did when we built links to this post. Check out the case study here:

https://www.youtube.com/watch?v=videoseries

3. Not reaching out to enough people

Ultimately, link building is still a numbers game. If you don’t reach out to enough people, you won’t get enough links. 

Simply put: You need to curate a larger list of link prospects.

So rather than limiting yourself to only replicating the backlinks of the original content, you should replicate the backlinks from other top-ranking pages covering the same topic too.

To find these pages, enter the target keyword into Keywords Explorer and scroll down to the SERP overview.

SERP overview for "how to write a resume," via Ahrefs' Keywords Explorer

In this example, most top-ranking pages have tons of links, and all of them (after filtering, of course) could be potential link prospects.

Pro tip

Looking for even more prospects? Use Content Explorer.

Search for your keyword, set a Referring domains filter, and you’ll see relevant pages where you can “mine” for more skyscraper prospects.

Referring domains filters selected in Ahrefs' Content Explorer

4. Thinking bigger equals better

Someone creates a list with 15 tools. The next person ups it to 30. Another “skyscrapers” it to 50, and the next increases it to 100.

Not only is it a never-ending arms race, there’s also no value for the reader. 

No one wants to skim through 5,000 words or hundreds of items just to find what they need. Curation is where the value is.

When considering the four aspects mentioned by Brian, don’t improve things for the sake of improving them. Adding 25 mediocre tips to an existing list of 25 doesn’t make it “better.” Likewise for changing the publish date or adding a few low-quality illustrations. 

Example: My colleague, Chris Haines, recently published a post on the best niche site ideas. Even though he only included 10, he has already outperformed the other “skyscraper” articles:

Our blog post ranking #3 for the query, "niche site ideas," via Ahrefs' Keywords Explorer

He differentiated himself through his knowledge and expertise. After all, Chris has 10 years of experience in SEO. 

So when you’re creating your article, always look at any improvement through the lens of value:

Are you giving more value to the reader? 

5. Not considering brand

As Ross Hudgens says, “Better does not occur in a branding vacuum.”

För det mesta bedöms innehåll inte enbart efter dess kvalitet. Det bedöms också av vem det kommer ifrån. Vi upptäckte detta själva också när vi försökte bygga länkar till vår sökordsforskningsguide.

För det mesta läste folk inte artikeln. De länkade till oss på grund av vårt varumärke och vårt rykte – de visste att vi publicerade bra innehåll konsekvent, och de hade förtroende för att artikeln vi presenterade också var bra.

Med andra ord, det finns tillfällen där oavsett hur hårt du "skyskrapar" ditt innehåll, folk bara inte länkar till det eftersom de inte vet vem du är. 

Att ha ett eget personligt varumärke är viktigt nuförtiden. Men tänk på det: Vad är ett "starkt varumärke" om inte en konsekvent produktion av högkvalitativt arbete som människor tycker om? En ensam skyskrapa gör inte en stad; många av dem gör det tillsammans.

Vad jag säger är detta: Bli inte avskräckt om din "skyskrapa"-artikel inte får några resultat. Och bli inte avskräckt bara för att du inte har ett varumärke just nu – du kan arbeta med det över tid.

Fortsätt att skapa bra innehåll – skyskrapa eller inte – och resultat kommer om du litar på processen.

"Rom byggdes inte på en dag, men de lade tegel varje timme.” 

Slutgiltiga tankar

Skyscraper-tekniken är en legitim länkbyggande taktik som fungerar. Men det kan bara hända om du:

Några frågor eller kommentarer? Låt mig veta på Twitter.



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