Consumer empathy is on the coronary heart of all the things we do at Hotjar, and that extends into our content material technique.
It’s how we grew non-branded natural search visitors by 734% in simply 3 years (2022 versus 2019). Extra importantly, it’s also how we had been in a position to flip this visitors into 1,398% development in new paying prospects throughout the identical time interval.
Our annual non-branded new customer numbers are actually within the multi-millions, and the heights we have hit within the final two years specifically are a testomony to the user-centric strategy we have utilized.
So how did we do it?
We have been in a position to obtain the expansion we now have by painstakingly balancing the wants of current and potential Hotjar customers with the calls for of serps.
We’re relentless in our dedication to satisfying our readers, however we’re not naive to taking part in the search engine recreation. To succeed at a excessive degree there’s a substantial amount of nuance that goes into getting this proper. For us, that breaks down throughout numerous areas however there are a handful of core fundamentals that stand out:
- Embracing product-led content material
- Clustering content material across the consumer journey
- Powering key phrase analysis with buyer insights
- Leveraging qualitative and quantitative information
- Nurturing your historic library
Earlier than we go deeper although, I might be remiss to not cowl the very cloth that holds all this collectively: with out deep synergy between our Strategic and Editorial specialists, the expansion we have achieved simply merely would not have occurred.
The creation of a candid, respectful, and ongoing dialogue between these two areas is the rocket gas that lit the touchpaper to the expansion we have seen. Recognizing the equal significance between these two disciplines and fostering collaboration between the 2 areas can be important to how profitable you in the end are.
With that in thoughts, let’s dive into these fundamentals:
Embracing Product-led Content material
Product-led content material can supercharge your capability to transform natural guests into paying prospects, and it has been key to Hotjar’s natural content material success to this point.
Begin with the frequent ache factors in your audience and their frequent jobs-to-be-done. Then, use these insights to energy your key phrase and subject choice. Lastly, construction your content material to unravel these ache factors, and clarify why your product is essential to doing that.
To get this proper, you might have to have a deep understanding of your product. You must also be obsessed together with your prospects. With out these two issues, you are unlikely to succeed.
A product-led strategy is central to our guides content material, the place we at all times present a number of examples of how Hotjar may help with issues associated to a broader subject our audience is all in favour of, like conduct analytics or web site monitoring.
Clustering Content material Across the Consumer Journey
The age-old precept of content material clustering is a technique that is pushed search engine optimization success for a few years. However you possibly can take the normal strategy to a different degree by inspiring readers in direction of a multi-touch, related journey throughout the clusters you create.
This level is especially related at a time the place the chance of zero-click search is bigger than ever. You have to do all the things you possibly can to maintain individuals in your web site and compel them to dig additional into your content material, notably in the event that they’re solely on the demand gen part after they enter your web site.
At Hotjar, our content material clusters are our guides, and we now have a lot of those. They continue to be one in all our core drivers of development from search engine optimization. On account of this, we now have a robust understanding of what works vs what would not. With this in thoughts, there are two necessary issues you are able to do to enhance content material cluster efficiency past the fundamentals linked to rating the pages:
- Construct an understanding of the completely different factors of intent a possible buyer may need throughout one in all your goal topical areas
- Work with UX/UI to assist funnel readers via your clusters from their preliminary entry level right down to the purpose of conversion
This boils right down to a easy abstract. Develop a transparent understanding of what the schooling, consideration, and buy phases seem like in your readers. Then, use UX/UI to make it so simple as doable for readers to navigate via these phases.
Powering Key phrase Analysis with Buyer Insights
It is daunting to come back up in opposition to the most important rivals in your trade for search engine optimization, however all of those web sites began out someplace. That was the case for Hotjar, too.
Our month-to-month content material output would possibly now be as much as 10x greater than it was 3 years in the past, however again then we had been nonetheless in a position to dominate our most necessary natural verticals, regardless of producing only a handful of content material items every month. We did that with a modest funds, too.
Success for us then was reliant on the identical issues it’s in the present day: figuring out a distinct segment set of customer-driven verticals on the intersection between projected enterprise worth, satisfying serps, and fixing frequent viewers issues.
Our strategy right here has enabled us to determine authority with Google, however it’s additionally ensured that we have constructed deeper belief with our viewers. This in the end interprets to extra conversions. Extra conversions means extra potential to spend, and with that further funding you possibly can strengthen your place.
Getting the stability proper right here nonetheless requires fixed collaboration between our content material, search engine optimization, product, and product advertising groups. With out this, we would not have the ability to create content material deeply relatable to our ICP.
It sounds apparent, however too few firms nonetheless fail to begin with that. Buyer wants should at all times come first. With no deep understanding of what your viewers wants, you will by no means construct a content material library that satisfies them or Google.
Be Obsessive about Knowledge — and Steadiness Qualitative and Quantitative Knowledge Utilization
True search engine optimization success is reliant on information evaluation and manipulation. For lots of firms, that finally ends up being primarily quantitative. That is clearly an necessary a part of the analytics image, however quantitative information solely tells you what’s occurring. It would not inform you why. That is why you’ll want to deal with the qualitative half too.
I will not deny that I spend extra time with quantitative information. However I’m endlessly shocked how qualitative evaluation may help to cut back bias and assumptions which are based mostly on numbers alone. It is one thing we talk about and act on lots at Hotjar.
We consider within the significance of consumer suggestions and our content material and search engine optimization workers repeatedly use our personal product. Recordings, heatmaps, surveys, and on-site suggestions assist inform our staff with all the things from subject to format choice. We additionally truly communicate to prospects. That is so usually uncared for however it’s so necessary.
On the numeric information, we use 40/20/40 attribution to attempt to construct a fairer reflection of the more and more multi-channel/multi-touch conversion journey. After all no attribution is ideal, however this no less than helps to unfold credit score extra realistically.
Our search engine optimization staff spends hours day-after-day with this information. We have constructed filtering round demand gen vs demand cap, goal themes, consumer personas, and way more. This all helps us to refine how we choose content material matters that may energy our development.
Nurture Your Historic Library
The necessity to drive development is fixed, and it may be onerous to hit the pause button on the creation of latest content material. Usually, although, your best natural alternatives are hidden within the content material you have already created. So do not be afraid to gradual manufacturing sometimes to permit time to enhance the content material you have already got.
At Hotjar, we now have a library of greater than 1,000 content material items. Nurturing that content material successfully is changing into more and more time-consuming, however it’s additionally the place we discover a few of our largest wins.
There are such a lot of causes to spend time auditing and updating your content material. It boils down to making sure that what is true for Google stays proper in your readers. Here is how we give it some thought:
- The wants of our readers are continually altering. What was useful to them a number of years in the past could not be
- Simply because Google nonetheless ranks a chunk in place 1, does not imply the content material continues to be doing its job. In actual fact, if the piece consists of outdated info, you truly threat damaging your model notion
- Our product is continually evolving. Previous options could attain the tip of the road and new options could improve former capabilities. When you might have tons of of items speaking (or not speaking) about these options, it turns into an issue should you do not replace your content material accordingly
- Search algorithms are transient, notably relating to how the SERP shows. For instance, failure to understand a brand new snippet kind might imply you continue to maintain place 1, however you are dropping visitors as a consequence of another person holding the snippet
In the end, we spend appreciable effort and time crafting each bit we work on. We care deeply about what we ship to our customers, and the way the major search engines understand that. So nurturing the content material we have already got is simply as necessary to us as constructing new content material streams.
Place Buyer Wants at The Coronary heart of Your Method
While the basics specified by this piece will not be all-encompassing, they’re the foundations that proceed to help Hotjar’s success with natural search. Woven all through all of them is a dedication to putting buyer wants on the coronary heart of our strategy. Not solely does this assist us to construct belief and transparency with our viewers, it additionally means we do a greater job of driving enterprise development.