Producing content with the purpose of driving traffic to your site is difficult and the ideation process is lengthy. Keyword research, SERP analysis and link building are all required and the end result is not guaranteed. Reverse engineer the process with our guide, saving yourself time and energy.
To simplify Mark Johnstone’s narrative, producing ‘good’ content – defined as content that serves a purpose – is not always as straightforward as A to B. There are many stages in the ideation process that take time, including:
Many see the process of content creation as simply idea to production, from A to B, with none of the necessary steps in between.
This is not the case when it comes to good content unless you are either very good, very lucky or incredibly efficient with your thought processes.
These three types of content all require different thought processes and methods of execution.
When you are creating content to drive traffic, you can get from A to B quickly and efficiently using Ahrefs.
If your aim is to drive more traffic to your website or blog, then your thought process may be:
Tools such as Answer the Public, Google Trends, Uber Suggest, Keyword io, Moz and Ahrefs’ versions of Keyword Explorer can all help with the early parts of the ideation process, but you will still need to cross reference with the competition to work out whether an idea actually has legs.
The traditional way was to do this manually using the “allintitle:KEYWORD” search modifier, which gives us the number of other pages on the internet using our target keyword in their page titles. We’d then have to cross reference with the average score of the SERP top 10s’ quality metric of our choice (Domain Authority, Trust Flow or Domain Rating) then compare to our own, to give us a rough idea of our chances of ranking (the less powerful competition, the better chance of ranking). This was a very time-consuming process.
The new way is to use Ahrefs’ Keyword Difficulty indicator, which gives you an idea of how many links you will need to build to your page to have a chance of ranking in the top 10. The aim of both of these is to provide you with an idea of how easy it will be, how long it will take and how many links need to be built before you appear on the first page and start driving traffic to your website.
You can be exceptionally knowledgeable about a certain topic and blessed with a great writing style, but if your content does not stand a chance of ranking in the top 10, the whole exercise is fruitless.
Based on average click through rates in Google, even if you are ranking 9 or 10, you will only attain around 2-3% of traffic from those searching for your target keyword:
Producing content with a purpose – in this instance, traffic-driving content – takes time and effort. For those who simply don’t have the time or energy available to dedicate to a lengthy process, or those that do but would like an easier resolution, there is a solution. We know there is little value in producing content that is not going to be seen by anyone, so would it not be easier if we could work from the end point backwards?
We know our aim – to drive traffic to our website. We know we need to only operate in an non-competitive marketplace or one in which the strength of our domain matches that of those already ranking or one within reach of our link building capabilities. We know we need to choose a keyword, title or theme that has large enough search volume to drive the desired traffic. We know that ranking 9th or 10th in the SERP will only attract 2-3% of the total search volume.
We know a lot, and now thanks to the new filtering system on Ahrefs’ Content Explorer we can use this information to our advantage.
If I owned a hiking blog and wanted to drive people to my site, I would:
I am certainly not advocating stealing someone else’s content and using it for your own. All content should be 100% unique to your website, but you can always investigate what is already live then, using your insights, create a piece of content that is even better than your competitors’ offerings to drive traffic to your website.