How To Get traffic from Google in 2015

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When I first started SEO, building links wasn't my strong suit. Writing outreach emails terrified me, and I had little experience creating killer content. Instead, I focused on the easy wins.
While off-page factors like links typically weigh more heavily than on-page efforts in Google's search results, SEOs today have a number of levers to pull in order to gain increased search traffic without ever building a link.
For experienced SEOs, many of these are established practices, but even the most optimized sites can improve in at least one or more of these areas.

1. In-depth articles

According to the MozCast Feature Graph, 6% of Google search results contain In-depth articles. While this doesn't seem like a huge numbers, the articles that qualify can see a significant increase in traffic. Anecdotally, we've heard reports of traffic increasing up to 10% after inclusion.

By adding a few signals to your HTML, your high quality content could qualify to appear. The markup suggested by Google includes:

• Schema.org Article markup – NewsArticle works too)
• Google+ Authorship
• Pagination and canonicalization best practices
• Logo markup
• First click free – for paywall content

While Google seems to favor authorities news sites for In-depth Article inclusion, most sites that may qualify don't have the proper semantic markup implemented.

2. Improving user satisfaction

Can you improve your Google rankings by improving the onsite experience of your visitors?
In many ways the answer is "yes," and the experience of several SEOs hints that the effect may be larger than we realize.
We know that Google's Panda algorithm punishes "low-quality" websites. We also know that Google likely measures satisfaction as users click on search results.

"… Google could see how satisfied users were. … The best sign of their happiness was the "long click" – this occurred when someone went to a search result, ideally the top one, and did not return."

-Stephen Levy from his excellent book In the Plex

The idea is called pogosticking, or return-to-SERP, and if you can reduce it by keeping satisfied visitors on your site (or at least not returning to Google to look for the answer somewhere else) many SEOs believe Google will reward you with higher positions in search results.


Tim Grice of Branded3 reports a saying they have at their SEO agency:

"If you have enough links to be in the top 5, you have enough links to be position 1″

While we have no direct evidence of pogosticking in Google's search results, we've seen enough patents, interviews and analysis to believe it's possibly one of the most underutilized techniques in SEO today.

3. Rich snippets from structured data

Google constantly expands the types of rich snippets it shows in search results, including events, songs, videos and breadcrumbs.
The first time I heard about structured data was from a presentation by Matthew Brown at MozCon in 2011. Matthew now works at Moz, and I'm happy to glean from his expertise. His Schema 101 presentation below is well worth studying.