Driving organic blog traffic takes time, dedication, and a lot of analysis. But the results are too constructive when those factors are implemented. Today I tell you the story of how we conquered more than 1 million sessions without spending 1 peso on Ads. Erico Mafra Apr 13, 20 | 34 min read how to get 1 million sessions without Ads Something that I have learned since I began my journey through Content Marketing is that this methodology stands out for producing permanent and natural results in the long term . It was difficult for me to understand it in my first studies and training, but when I launched myself into the great opportunity to act as editor of this beloved blog, this characteristic became increasingly clear. And I say this because of the results that we have achieved with our content in Spanish. Constantly growing, they have allowed us to make the blog the best space to check daily the knowledge that the entire company has built in Content Marketing . In the end, this is the specialty that we offer to our clients, so we all feel responsible for striving every day so that at Rock Content we are a good example of the value we bring to the market . The aforementioned is possible by this determined team: Nor can I forget our international network of editors, proofreaders, translators and designers , who strive to produce unforgettable materials for Rock’s blog and those of our clients. Without the skills of this group of talents, we would not achieve as much perfection as a company.
To achieve this permanent objective, the blog in Spanish has a feature that makes it even more beautiful: in 5 years of history, we have not run any ad campaign on Google or on social networks to promote the content we publish. In other words, all the current relevance of the brand on the Hispanic web has been built by an organic authority , based on valuable content that is positioned at the top of Google for respecting the best SEO practices and the production of digital content itself.
After finishing the preface, I invite you to join me as I tell the story of how we reached the 1.5 million session mark on our blog in Spanish without spending a single peso on Ads campaigns . Join the journey! A touch of history to put us in context Our first digital positioning efforts for Hispanic markets were made in mid-2015, when the «Content Marketing» blog was launched. In this channel we used to publish articles about Advertising, Digital Marketing and Production of web content. In May of the following year the blog began to gain more frequency and quality in its publications, thanks to the arrival of Valentina Giraldo (my great mentor in this universe) to the project.
The content created at this time allowed us to begin to build a natural authority, with the first keywords indexed in Google. Growth continued to increase gradually until 2019, as shown in this graph:And why is there a drop in traffic in early 2019? This is what we explain below:Domain migration: the kick that kicked off the comeback It happens that after some studies and market projections, Rock Content made the decision to incorporate into the root domain of the company (rockcontent.com) all the other domains that it managed, including our blog in Spanish. The objective of the change was to strengthen the main domain of the company, taking into account its global growth plans. In February 2019, the technical migration of the blog’s web address was concluded, with the elimination of the old domain (marketingdecontenidos.com) to the virtual space where we are staying now (rockcontent.com/es/blog/), as you can. see next:This type of structural change usually causes strong impacts on the visibility of the website and the crawling of its pages by the algorithms of Google and other search engines .
The reason for this is that it takes a while for the search engine to understand that the old pages still exist and that they just moved to another site. With the drop in the number of visits to the blog and the loss of important keywords in Google, we kicked off our comeback, undertaking a series of techniques and strategies to regain organic traffic from the blog, which was its main competitive advantage. Later we will detail all these actions and how they led us to the celebrated million sessions that we conquered in February 2020. After 8 months determined to resume this growth, in November we again surpassed the performance of the previous year, as shown in the graph:Until February the blog continued to have a large organic presence, which brought us to the special mark of 1 million sessions! Better yet, in March we exceeded 1.5 million, so it was not a punctual thing! As a great Mexican influencer would say, “what a disturbing fact” about our growth trajectory: 87% of all our traffic through February came from pages positioned organically in Google .
And in the distribution of traffic sources, as you saw, you don’t even see the “Paid Search” option. This has not changed, as evidenced by our blog traffic report on Ahrefs for February 2020:Another interesting factor in this trajectory is the number of countries that access our blog frequently. We want to communicate with all Marketing professionals in Latin America and this is reflected in the traffic locations of our millionaire month:Well, with this introduction I feel more free to dive into the ocean of strategies that brought us here. As I said at the beginning, Content Marketing requires patience to enjoy the consequences of the initiatives that are carried out in the future. Let’s keep going! 11 strategies we implement to achieve these results Content Marketing depends on many factors to generate positive results in the long term. It is not enough to produce blog posts with all the green dots in WordPress Yoast SEO if they do not add real value to the user. Nor is it enough to get many backlinks from a single website, since the Google algorithm values the diversity of domains that link to a page. That is why our millionaire number only became a reality by the combination of different strategies, which have allowed us to consolidate the organic authority that we enjoy today. From now on we will tell you the details of this entire plan! 1.
Production of relevant content for the user It is the basic premise of success in the strategy that any company must keep in mind to position itself well in Google. Increasingly, the search engine algorithm takes into account the fluidity of the user’s reading experience, the diversity of content formats and the main thing: that the Internet user’s question is answered with qualified, precise and well-structured information. When searching for a keyword, the user always has a communicative intention behind and that tells us what data he wants to find. From a deep data analysis work, we can extract ideas to structure the content we produce and thus orient it to the needs of our audience. We call this effort Keyword Research and in the previous link we explain in detail how it works. In this sense, it is inevitable to carefully observe the Google results page (SERPs) for which we want our content to rank. With its different resources we have a better idea of which groups of information should be in our article. Take for example a blog post that we produce