Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Content Marketing

5 Powerful SEO and Content Marketing Techniques that Took My Website to 320k Visitors Per Month

By Marcus Sheridan

5 Powerful SEO and Content Marketing Techniques that Took My Website to 320k Visitors Per Month Blog Feature

I was looking at the traffic for my swimming pool website today and a smile came to my face as I saw we had annihilated our previous traffic records for a single month by reaching over 320,000 visitors to the site during the month of June. As I sat and pondered these numbers, I was brought back to thinking about the different ways we were able to achieve this incredible growth, and what exactly this means for other businesses looking to achieve the same:

From 2k to 320k Visitors Per Month: How River Pools Did It

1. They Ask, You Answer: You’ve all heard me talk and speak about this over and over again, but it’s significance is greater today than it was when we started this process 5 years ago. More than ever, Google and the other search engines want to perfectly match the thoughts of their customers (online searchers), which is exactly why the process of taking every question you’ve ever received from a prospect and addressing it on your website (each question being a new page/article on the site) is an absolute imperative today if you want a content marketing and SEO strategy that is built to last.

River_Traffic_with_Text_july_2014

For years I’ve watched SEO companies freak out every time Google has a new update in their algorithm. And with each of these updates, all I could do was sit back and laugh, mainly because my clients that had been using this strategy continued to crush it more and more while their competitors that had used shortcuts were being punished for dancing with the digital devil. :-)

2. We Didn’t Look For Shortcuts: This relates to #1 but here is the thing: Like any company striving to get traffic to their website in 2009 and 2010, we could have bought links, farmed out links, traded links, done guest posts on crappy websites just for cheap anchor text links, etc.

But we didn’t.

Why?

Simple: It never felt right. Seriously. I never felt good about trying to manipulate something knowing that eventually, the machine (Google)would be smarter than humans and all those persons that had attempted to game the system would suffer.

 

Yep, I'd agree ;-) Yep, I'd agree ;-)

 

Eventually, all my suspicions would come true in the form of interesting animals: Panda, Penguin, Hummingbird and surely more yet to be named updates in the future.

3. The Power of the Long Tail: When we started learning about the power of search at River Pools in 2009, I knew we’d never be able to rank for many of the major phrases in our niche, as we were simply a small fish in a big pond. So instead of focusing on words like “fiberglass pools” or “inground pools” we directed our attention to long tail keyword phrases. Here are a few of our early targets:

 

This one article on River Pools was really the catalyst to a long tail strategy that would eventually dominate short tail keywords as well. This one article on River Pools was really the catalyst to a long tail strategy that would eventually dominate short tail keywords as well.

 

  • How much does a fiberglass pool cost?
  • Fiberglass vs concrete pools
  • What are the problems with a fiberglass pool?

Each of these articles attained massive success, so much so that instead of just ranking for the long-tail, they also ended up ranking for a slew of short tail phrases that we never dreamed of being able to dominate, as shown in the following list:

 

Using our HubSpot analytics you can see the short tail keywords we now rank for. Using our HubSpot analytics you can see the short tail keywords we now rank for.

 

4. The Big 5: You’ve heard me talk about the Big 5 before, but to reiterate, these are the subjects that move the needle in almost every single industry but few companies actually want to address them. The Big 5 are:

  • Cost/Pricing
  • Problems/Issues
  • Vs/Comparisons
  • Reviews
  • Best

To see exactly how this works, take a look at some of the top read articles for River Pools for 2014:

 

The top viewed pages from the River Pools site in 2014 so far, look how many (red) are relating to subjects in the Big 5... The top viewed pages from the River Pools site in 2014 so far, look how many (red) are relating to subjects in the Big 5 (as shown in HubSpot)...

 

5. We Didn’t Follow the Rules: Every industry has certain unwritten “rules” in terms of what they do and do not talk about. Well, I’m here to say those rules are dumb—at least if you’re trying to gain the trust of real consumers searching the answers to real questions and problems. Many of the subjects we addressed on the River Pools site would never have been addressed by others in our space as they were too “controversial” or “the competitors would steal our secrets” or “we’d scare customers” away. Instead of giving in to those foolish thoughts, we allow truth and honesty to be our guiding light through the process, which eventually paid huge dividends.

 

At River Pools, we didn't ask permission to write about other companies...we just did. At River Pools, we didn't ask permission to write about other companies...we just did.

 

As I mentioned a few months ago, River Pools is now entering the manufacturing phase of our business. Because we have web visitors from all over the world on a daily basis looking to ask us questions and use our service, we’re finally getting to the point where we won’t be limited to simply be “Pool guys” in Virginia and Maryland. Soon, our pool shells will be in backyards around the globe, but it will all be made possible because of a content marketing philosophy that made real people, and the search engines, incredibly happy.

This is the same philosophy we use for all of our clients at IMPACT. That’s the beauty of the 5 strategies I mentioned above. They’re not industry or niche specific. Whether you’re a B2B, B2C, blue collar or white collar—the strategies discussed here are built to last, at least as long as we have this thing called “the internet.”

Topics:

Content Marketing
Published on July 8, 2014

Recent Articles

How to Master the Art of Using Content in the Sales Process

By Kimberly Marshall on October 12, 2021
10 min read

How to Write About Your Competitors on Your Business Blog or Website

By Kevin Phillips on September 30, 2021
12 min read

How to write a pillar page (with examples)

By Liz Moorehead on August 30, 2021
13 min read

Content manager job description for marketing teams (all industries)

By Liz Moorehead on August 24, 2021
9 min read

7 content marketing mistakes you’re probably making [+fixes]

By Paul D. Grant on August 20, 2021
9 min read

7 content marketing KPIs you must be tracking in your strategy

By Kimberly Marshall on August 18, 2021
12 min read

What it takes to dominate organic search, ft. Jeff Coyle of MarketMuse (Inbound Success, Ep. 205)

By Kathleen Booth on July 26, 2021
34 min read

5 HubSpot Sales Hub tips for assignment selling

By Tracey Stepanchuk on July 23, 2021
7 min read

How to add video to the sales process

By McCoy Worthington on July 20, 2021
6 min read

17 best content marketing platforms for 2021

By Kimberly Marshall on July 19, 2021
9 min read

How to create a YouTube channel for business (+ examples)

By McCoy Worthington on July 16, 2021
7 min read

8 best business website designs (updated for 2021)

By Sam Lauron on July 15, 2021
5 min read

HubSpot vs. ActiveCampaign: a head-to-head comparison

By Tracey Stepanchuk on July 13, 2021
5 min read

Types of content marketing explained (+ examples)

By Kimberly Marshall on July 6, 2021
9 min read

58 content marketing statistics to supercharge your strategy for the end of 2021

By Ramona Sukhraj on July 1, 2021
8 min read

Content marketing for startups: How any new business can get started

By Kimberly Marshall on June 21, 2021
15 min read

Content marketing for small businesses

By Kimberly Marshall on June 17, 2021
11 min read

8 frameworks for content creation Ft. Greg Digneo (Inbound Success, Ep. 196)

By Kathleen Booth on May 24, 2021
32 min read

13 great examples of comparison blog articles

By Kimberly Marshall on May 14, 2021
9 min read

6 can't-miss content marketing trends (updated for 2021)

By Ramona Sukhraj on May 13, 2021
6 min read

7 biggest reasons your content marketing is failing (and how to fix them)

By Kimberly Marshall on May 10, 2021
9 min read

9 B2B companies absolutely crushing it with content marketing

By Ramona Sukhraj on May 5, 2021
6 min read

IMPACT+ vs. DigitalMarketer vs. Business Made Simple: Which is right for you?

By Kimberly Marshall on May 4, 2021
13 min read

6 digital marketing examples to learn from in 2021

By Kristen Harold on May 4, 2021
13 min read

Content marketing benefits: What you're missing out on in 2021

By Ramona Sukhraj on April 22, 2021
8 min read