SM Agency

SM Agency

About the Author

SM Agency is a full-service digital agency specialising in creating emotional experiences through marketing. We rely on the newest neuroscientific methodology and technology which allow us to get +97% precision in audiences’ emotional understanding and +250% campaigns performance growth. Our experienced team helps brands of any nature connect with customers at a deeper level and get the most out of their marketing campaigns.

In 2021, we’ve more than doubled our traffic to Serendipity-Marketing.com compared to 2020. And this year we are already generating over 385% website traffic growth.

It wasn't a complicated strategy that got us here, but it was 5 simple strategies and relentless execution that helped us get the results. And today, we’re going to break them down for you.


Hi there, and welcome back to Serendipity Marketing. We're a digital marketing agency with a mission to help small businesses grow by applying psychology to their marketing strategies.

Before we get started, please go ahead and follow us on LinkedIn, Facebook, or Instagram.


So, let’s go straight to the point.


1. Pillar pages and content clusters


Look, the old way, people used to just create 10, 20, 30, 40 articles on the same topic over and over again. Now, Google doesn't want to continually rank 50 different articles on the same topic.

And when you have 50 different articles on your site on SEO or dog food, or whatever the topic it is, it confuses them, and be like “Hold on, which one should we rank? They're all competing for the same terms. They're all linked to each other. They all have backlinks.”

Instead, you want to use pillar pages and content clusters.

Here's what we mean by this. Go check out The Beginner's Guide to SEO by Moz. This guide has the main introduction to SEO, and then it breaks down all the subsections of SEO, and then they link to it.

And those subsections link back up to that main topic on SEO. And can you guess who ranks number one for the term SEO on Google? At least in the United Kingdom, it's Moz.

That's how effective that strategy is. And then you're probably thinking “But these content things change over time. What should I do?”

Well, that gets us into strategy number two.


2. Update old content


We currently write around four to five blog posts a month. And yes, we also have a team that updates 90 articles a month in total.

So, we are writing four to five articles a month and updating 90 articles a month. Updating old content is providing us more traffic gains than writing new content.

And, when you have content, let's say on SEO or whatever it may be, you can have your team continually update it.

So, that's the same reason why Wikipedia continually does well. Because people are constantly updating their old articles and making them better and more thorough as well.

If you do that, and you spend more time doing that, it will help you generate more website traffic growth. This was one of my biggest gains.


3. Land and expand


No matter how good you are at SEO, no matter how much content you create, there's no guarantee that that article is going to rank well.

We've created some pieces of content that have done really well with SEO, and we've created other pieces of content that we thought would do well, but Google just doesn't rank them, and people just don't like them.

So, here's our recommendation to you, and this is what we call the land and expand.

When you throw content out there, naturally some do better than others. Take the pieces of content that do really well, take those pieces of content, and look at Google Search Console.

In Google Search Console, you'll see all the keywords that drive traffic to that page. Now, we want you to then take those keywords, and see which ones are related to your article. And then what we want you to do is expand your content, and make sure that you're including all of those keywords within the content, where it makes sense.

If it doesn't make sense, don't stuff them in. But if it makes sense to add that keyword in the title tag because it's more relevant to your audience and it makes the title better, or a better description, go and do that.

If it makes sense, add a few more paragraphs with some of these new words, because it makes your article more thorough and provides more value to the user.

In addition to this, now that you have these keywords, use a tool named Ubersuggest and type them in, and go look at the keyword ideas report.

It will show all the other related keywords. Some of these keywords you should also be including in your article if it makes sense to expand your article into these areas. If it doesn't, don't do it. But if it's beneficial to the user, and we can't emphasize users first, because you need to put them first, go and do it.

If it makes sense for a searcher but not a user, do not do it, it's all about putting the user first. And when you do that, you're expanding your content.

Google already likes these articles. Users already like it. And that's why Google likes this because people enjoy reading it, linking to it, and sharing it.

So, when you expand it, and you make it better for users, in theory, you'll see that the article will not just rank better for those terms, but also all the other similar terms out there.


Alright, now before we move on with the next website traffic growth strategies, have you ever thought about how much you should invest in marketing to generate constant business growth? Click the button below to calculate the ideal marketing budget you should allocate for higher visibility, engagement, and profit.


How much should you invest in Digital Marketing?

4. International expansion


Now, the fourth strategy we have for you is to go international - meaning international expansion.

You look at serendipity-marketing.com, we’re crushing most of our competitors when it comes to traffic.

And do you know why? Years ago, we figured that the majority of the people who use Google don't search in English. They don't speak English.

You should consider translating your content and transcribing it to other regions.

We started with Spain and Latin America in Spanish, then we went to Italy. And by doing this, all these people from all these regions can now come to our site and read the content.

Sure, we may not have as much content as English, but it's driving a ton of traffic. So much so, that the United Kingdom makes up less than 38% of our traffic.

That's the power of going international. Expand. It's a wide-open field, with less competition, you don't deal with as many algorithm updates, not because Google's not making the algorithm updates, it's more so you guys just have less competition so when they make an algorithm update, you still rank at the top.

And if you do that, you'll quickly notice within months of doing this you'll start getting a huge website traffic growth from all these other regions.


5. Build an amazing popular tool on your website


Create a great tool that your audience would look for and place it on your website to drive more traffic when people need it.

With this, we don’t mean that you need to invest a huge amount of money in developing a tool.

What you can afford to do, it doesn’t matter the country you're in, everyone can afford this, you go to CodeCanyon.

CodeCanyon's a site that has tools for almost every single industry out there. You can find tools for like, $10, pop it on your site, put your name on it, which you're allowed to do through CodeCanyon, and you can get traffic from a tool.

We did an SEO analyzer on our site, and it is working really well. So, if you just add a popular tool to your site, you'll get a ton of extra traffic.

And, believe it or not, the most viral and the easiest traffic you'll get is from a tool.


If you need help with your SEO and website optimisation for website traffic growth and business growth in terms of visibility, engagement, and profit, contact us today and speak with one of our digital marketing experts to see how we can build the bridge between the point you’re standing at right now and your goals.

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