Nathan Gotch Says This is Why Most Websites Fail in SEO

As a seasoned SEO professional with over a decade of experience leading successful campaigns in competitive industries, Nathan Gotch uncovered a startling truth: 97% of web pages receive zero organic search traffic from Google. This revelation, based on recent Ahrefs research, begs the question: What sets the top 3% apart?

Nathan developed a proven 4-pillar SEO blueprint that has consistently delivered remarkable results. For instance, he has seen a 214% growth in organic traffic for one page in just 30 days and a 300% increase for an entire website using this approach. Today, I’m going to share his blueprint with you, revealing exactly why most websites fail in SEO.

Pillar 1: Exploit Your SEO Competitors

The first step in the journey to SEO success is to analyze and learn from your competitors. Here’s how:

1. Search for your target keyword on Google and open the top 5 competing pages.
2. Create a Google Sheet to record your findings.
3. Analyze their on-page SEO elements, including:
   • URL structure
   • Title tags
   • Meta descriptions
   • H1 tags
   • First paragraph content
   • Overall topic coverage (using tools like Rankability)
4. Identify strengths and weaknesses in their approach.

By thoroughly examining these elements, you’ll gain insights into what’s working for the top-ranking pages and where there’s room for improvement. For example, Nathan has found that even high-ranking pages miss opportunities in their URL structure or fail to include the exact match keyword phrase in their title tags.

Remember, Google’s algorithms are sophisticated but not perfect. Treat them like a young child – spoon-feed them the information they need to understand your content fully. This starts with optimizing your URL structure and extends to every on-page element.

Angles of Differentiation

Once you’ve analyzed your competitors, it’s time to identify how you can stand out. Here are three key strategies:

1. Match user intent perfectly: Ensure your content aligns exactly with what the searcher is looking for. For instance, if someone’s searching for a “motorcycle accident attorney,” they likely need help after an accident, not general safety tips.
2. Elevate your content design: Don’t just focus on having words on the page. Scrutinize every element and ask, “Does this help the prospect get closer to becoming a lead?” We’ll explore this further in the next section.
3. Install engagement triggers: User signals are now a proven ranking factor. Incorporate elements that increase engagement, such as high-quality videos or interactive tools like calculators. These not only improve your SEO but also help users achieve their goals.

Pillar 2: Feed the Machine

Understanding and leveraging Natural Language Processing (NLP) is crucial in modern SEO. Here’s how to use it to your advantage:

1. Use tools like Rankability to extract topics from top-ranking competitors.
2. Create a comprehensive outline covering these topics, but aim to provide better quality, depth, and differentiation.
3. Utilize AI tools like ChatGPT to refine your outline, incorporating unique elements from your own brand or business.

This approach ensures your content is relevant and comprehensive in the eyes of search engines while still maintaining a unique angle.

Pillar 3: Create an Addictive Page

Now that we have a solid foundation, it’s time to create content that not only ranks well but also engages and converts visitors. Here’s how:

1. Decide between AI and human-written content: Analyze your top competitors to see which approach they’re using. In highly competitive niches, human-written content often performs better.
2. Focus on lean, compelling copy: Aim for the lower end of your word count target to ensure your content is concise and impactful.
3. Design your content like a sales page: Incorporate elements of persuasion, including emotion, logic, and fear. Create a compelling offer that goes beyond a simple “free consultation.”
4. Optimize your above-the-fold section: Remember, most users don’t scroll. Make your initial view count with strong headlines, clear CTAs, and impactful social proof.
5. Leverage social proof: Include testimonials, client results, and video testimonials to build trust and credibility.
6. Balance emotion with logic: While emotional appeals are powerful, don’t forget to include logical elements like process explanations or unique selling propositions for those who make decisions based on facts.

Pillar 4: Build Trust with Google

The final pillar focuses on establishing your website as an authoritative source in your niche. Here’s how to do it:

1. Create supporting content: Develop a network of related articles that answer common questions in your field. Use the “People Also Ask” section on Google for inspiration.
2. Implement strategic internal linking: Connect your main pages with supporting content to create strong topic clusters.
3. Develop linkable assets: Create content that naturally attracts backlinks, such as comprehensive statistics pages or in-depth guides.
4. Launch targeted link building campaigns: Use tools like Semrush to identify successful link-building strategies in your niche, then implement and improve upon them.

By following this 4-pillar approach, you’re not just optimizing for search engines – you’re creating a robust online presence that serves your audience, establishes your authority, and drives real business results. Remember, SEO success is not about gaming the system; it’s about consistently delivering value to your users while speaking the language that search engines understand.

As you implement these strategies, you’ll find yourself moving away from the 97% of pages that receive no organic traffic and joining the elite 3% that dominate search results. It’s a journey that requires dedication and continuous learning, but the rewards – in terms of visibility, traffic, and ultimately, business growth – are well worth the effort.

Frequently Asked Questions

Q: How long does it typically take to see results from implementing this SEO blueprint?

Results can vary depending on factors such as your industry, competition, and the current state of your website. However, we’ve seen significant improvements in as little as 30 days for some pages. For overall website performance, substantial gains are often visible within 3-6 months of consistent implementation.

Q: Is this SEO blueprint suitable for all types of websites?

While the core principles of this blueprint are universally applicable, the specific tactics may need to be adjusted based on your website type and industry. For instance, an e-commerce site might focus more on product page optimization, while a blog might emphasize content clusters and internal linking.

Q: How important is backlink building compared to on-page optimization in this strategy?

Both on-page optimization and backlink building are crucial components of this strategy. On-page optimization lays the foundation for success by ensuring your content is relevant and well-structured. Backlink building, on the other hand, helps establish your site’s authority and credibility in Google’s eyes. The key is to balance both aspects for optimal results.

Q: Can small businesses with limited resources effectively implement this SEO blueprint?

Absolutely. While having more resources can speed up the process, the principles of this blueprint can be applied by businesses of any size. Small businesses can start by focusing on thorough competitor analysis and on-page optimization, which often yield significant results with minimal investment. As they grow, they can gradually expand their efforts to include more comprehensive content creation and link building strategies.