You know you need to increase organic traffic to your website, but how do you do it? Finding the answer can feel like searching for the Holy Grail.

It’s a well known fact that Google ranks credible sites (and your site is certainly credible) but still, your traffic is not hitting your targets.

Is there an answer? Yes. And the method is a lot simpler than you might think.

In a minute, I’ll explain what it is and show you a real-life example of a client who used this method and found that, in just one month, their organic traffic to their sub-domain had almost tripled.

It sounds insane, but I can promise you it’s true.  

But before I go any further, I want to give you a bit of background about ranking on Google.

A (very quick) history of how to rank highly on Google

In the past, simply buying links from link farms or creating spam content that was ‘spun’ to target your top keywords, and a vast amount of other Black Hat ‘illegal ranking methods’ were actually working to get people to your site.

Incredibly, these under-the-table methods worked well and Black Hat SEOs were making huge amounts of money (check out Neil Patel’s Story).

Now, the flip side of this meant that the people who were landing on your site were unlikely to be the type of people you wanted. And equally, these people probably weren’t too happy about landing on your site either.

Back then, ranking on Google was a different game. But the same can be said for just last week, last month, last year, and especially just over two years ago.

Why do I specifically mention two years ago? Because that’s when the artificial intelligence known as ‘RankBrain’ was released into the wild of Google. 


So, what is RankBrain?

Searchengineland defines RankBrain as, ‘Google’s name for a machine-learning artificial intelligence system that’s used to help process its search results’.

And machine learning is described as, ‘where a computer teaches itself how to do something, rather than being taught by humans or following detailed programming’.

This is explained further in the image below

:Source: Search Engine Watch

What does this mean?

It simply means that it’s no longer Google telling you what’s important or not important. Google now has a ‘machine learning’ entity to do this.

Machine learning is helping the searcher get the best quality content to find the right answers to the questions they are asking. Just answering users’ questions with what they want to hear is no longer enough — you also have to prove to RankBrain that what you say has some credibility behind it.

What is a basic way to prove credibility?

Simply, have other sites that have already proven their credibility vouch for your credibility by linking directly to your site.

And one of the easiest ways to do this (and the Holy Grail answer to your organic traffic conundrum) is:Always link to your sub-domain from your main domain.

It’s as simple as that.

To be clear what we mean by domain hierarchy, ‘company.com’ would be considered a ‘main domain’, and ‘careers.company.com’ would be considered a ‘sub-domain’ of company.com.

According to Moz.com, Searchengineland.com, and quite a few other SEO sites, the three most important factors to ranking well on Google for 2017 are:

1.    Answer the right questions

2.    Link build

3.    Diversify your traffic

Once Google starts seeing traffic coming to your site from other reliable sources, not just the Google search results page, Google will increase your traffic. If linking to your sub-domain from your main domain sounds too insignificant to make a difference to organic traffic results, let me explain how well it can work with the following example.

​Case Study

A big technical client of mine was not linking to their sub-domain from their main domain for the past year or so. 

My client knew they were losing out on a lot of great SEO equity by not linking from their corporate site. For one reason or another they were battling with other departments to allow for these valuable links.

However, last month, they were finally able to connect to their sub-domain from their main domain.

What happened next is staggering. 

I don’t think anyone realised the effect we would see in one month.

In one month, we saw their organic traffic increase exponentially. Not only did they get an additional 4,251 visits from their career site, but they received 149% more organic traffic than their best previous monthly performance.

And it’s all down simply linking to their sub-domains from their main domain.

​So, to wrap up

Make sure you’re following the top trends of 2017 for Google ranking:

  • always write quality content
  • always link from quality, credible sites (including your main domain)
  • and finally, diversify your traffic

If you follow these pieces of advice, you too will see a great increase in your organic traffic and Google ranking.

So, why not give it a go? And if you’ve got any questions, please let me know in the comments. I’d love to know how this technique works for you.

Digital Strategist, Metrics & Campaign Management

With more beans than a quadruple espresso, Patrick is constantly driven to explore and learn. After a sporadic journey working in video and digital healthcare marketing, he finally found his way and passion helping others to analyse and interpret their own data. As a Digital Strategist at AIA, Patrick works with clients to help them better understand how their recruitment strategies are performing, from basic website analytics to full-fledged cookie based campaign management efforts. 

Say hi to him on Twitter, where he's happy to chat data, tech, branding and where to find the best coffee in London.