Sometimes the best opportunities for traffic and lead conversion go unnoticed.
When I found my hidden opportunity, especially after it had been staring me in the face for months, I felt compelled to share it.
I am sure you know all about why you need to work on bringing SEO traffic for your desired keywords.
But what happens when Google brings you accidental traffic? What should you do with it then?
What is accidental traffic?
Accidental traffic is when Google ranks you on the first page for a specific keyword(s) or phrase(s), for which you had no intention to rank.
This translates into consistent, organic, steady, unintentional and accidental traffic coming to your site every single day!
This can happen especially if your content topics have some versatility.
For instance, at Prolific Living, I write about all aspects of living your life on your own terms. I do not focus on a single tiny niche on purpose.
I write about eating a vegan diet, keeping a yoga practice, traveling fearlessly around the world, and how to quit a lucrative job or how to stay motivated in a corporate job that you dislike.
I write about personal quests and struggles of being the best version of ourselves, from lacking confidence and courage, to facing our fears and turning our ideas into awesome actions.
After a while, you develop your brand and can veer off topic and, as long as you give great value and stay true to your overall mission, I believe you will succeed.
But I digress a little, so back to the accidental traffic:
How do you identify it?
By closely monitoring your site with any stat tracking software, like Google Analytics.
In my case, I have been ranking – quite accidentally – as number 1, 2 or 3 on the first page of Google for “green juicing”, “green juices”, “green juicing recipes”, “green juice recipes” and every variation of that particular phrase.
These are the incoming keywords to my site every day.
The traffic is consistently coming to a single post on the topic of green juicing and is yet to stop.
And what did I do about it? Nothing!
Nothing that mattered much, anyway.
I added some AdSense and affiliate marketing links.
I optimized the post a bit, but for the most part, I watched that traffic come to the site and leave, without taking much action, other than increasing my bounce rate.
The readers that came from my top Google ranking did none of the following:
- Share the post
- Leave a comment
- Buy a product
- Browse to other posts
- Or, most important of all, join my mailing list.
Because organic traffic is not yet loyal.
Organic traffic comes to find one thing and one thing only: the answer to the keyword phrase in their search term.
When they find it, they consume it and are on their way out.
They are not interested in buying something immediately and are certainly not interested in signing up for a generic mailing list that does not directly benefit them.
6-Step Action Plan to Turn Accidental Traffic into Loyal Readership
This month and 34,000+ hits later, I finally decided to turn this traffic from random organic traffic into loyal readers, raving fans, and future customers.
Here is my recommended plan of action to do just that:
1. Change the top-hitting post into a gorgeous landing page
For me, this took time and work. I had to figure out how to make a post look like a page and remove everything not related to green juicing.
I suggest you optimize your content, put amazing value into it, check the writing and make sure it connects with the readers.
Make it look like a professional website designed to represent exactly that keyword phrase. Leave your social sharing buttons and leave comments open and remove sidebars.
2. Create a unique mailing list just for that subject
You want to create a unique mailing list with a beautiful opt-in form and give people reasons to join.
Create a gift to give away as a reward for opting in and start collecting emails right away. Add this opt-in form in two places in your post so that your random traffic can easily see it.
3. Optimize all your other posts on the topic
I have at least 2 other top-hitters on green juicing.
I made those posts all look like professional landing pages and I linked to them from the main post. I then added the opt-in form to all those posts.
Have 4-6 posts that provide killer value for free and it will position you as someone who knows the subject in and out.
Create a niche website within your site, in other words.
4. Write, write and write more content for your new list
I spent hours writing fresh content for 21 future emails; all will be a part of an auto-responder series that will be sent to this niche every other week and explore some aspect of green juicing, my best secrets, how-to, tips, things not to do, etc.
I worked hard to put serious value into each email’s content and kept them all short and sweet.
Where appropriate, I mentioned some affiliate links to products that I love and trust with a disclaimer.
5. Make a mini splash out of it
I am truly excited about green juicing all over again and I want to share it with my regular readership.
I made a short professional looking video where I talked about the amazing benefits of green juicing and why I loved it, followed by a mention of my free mailing list that gave the newbies to green juicing tons of great value.
I launched the newsletter in a blog post, so my current readers would also have a chance to join in.
6. Be smart and do not wait half as long as someone else (hint: yours truly)
Do this as soon as you see consistent, growing traffic to a blog post or a page that is being singled out by search engines.
My green juicing email list is already growing from all the organic traffic those posts get and the experiment is well under way.
The traffic continues to come in and now I am doing something about it.
Do you have any posts that are getting accidental traffic like I do?
What is your action plan to turn it into subscribers and customers?
This is a hidden opportunity. Don't let it go unnoticed!
Share your fabulous thoughts in the comments below.
Farnoosh Brock is a multi-passionate entrepreneur, a published author, a speaker, and a business coach. She helps professionals in corporate how to crack the code to getting promoted and advancing in their jobs. She also works with aspiring entrepreneurs on how to leave employment to start their own businesses. She is an avid yoga practitioner and passionately promotes the health benefits of green juicing and smoothies in her health & fitness niche business. For more, check out www.prolificliving.com.