Search engine optimization (SEO) is a constantly evolving field, and while most marketers are familiar with the basics like keyword research, backlinks, and on-page optimization, there are lesser-known strategies that can give you a competitive edge. These tactics often fly under the radar but can significantly boost your rankings and organic traffic when implemented correctly.
In this article, we’ll explore 15 lesser-known SEO strategies backed by real-world examples, expert insights, and actionable steps. Whether you’re a seasoned SEO professional or just starting out, these tips will help you stay ahead of the curve.
1. Optimize for Semantic Search
Search engines like Google have shifted from keyword-based matching to understanding user intent through semantic search. This means they analyze the context behind queries to deliver more relevant results.
To optimize for semantic search, use tools like Google’s Natural Language API or SEMrush’s Topic Research tool to identify related terms and concepts. For example, a blog post targeting “best running shoes” could also include related terms like “running shoe durability,” “best shoes for marathons,” and “how to choose running shoes.” By creating content that answers questions around a topic rather than focusing solely on a single keyword, you can improve your chances of ranking for a wider range of queries.
2. Leverage Click-Through Rate (CTR) Optimization
Your ranking isn’t just about appearing on the first page; it’s about getting clicks. A higher CTR can signal to search engines that your page is relevant, potentially boosting your rankings.
To improve your CTR, write compelling meta titles and descriptions using power words like “proven,” “ultimate,” or “free.” Additionally, use schema markup to add rich snippets (e.g., star ratings, FAQs) to your search listings. For instance, HubSpot increased their CTR by 30% by A/B testing meta descriptions and titles for their blog posts.
3. Target “People Also Ask” (PAA) Questions
Google’s “People Also Ask” feature is a goldmine for uncovering user intent and creating content that directly answers common queries.
Use tools like Ahrefs or AnswerThePublic to identify PAA questions related to your keywords. Then, create dedicated FAQ sections or blog posts that address these questions. For example, if you’re in the fitness niche, targeting questions like “How often should I replace my running shoes?” can help you capture featured snippets and drive more traffic to your site.
4. Repurpose Content for Different Formats
Not all users consume content the same way. By repurposing your content into videos, infographics, or podcasts, you can reach a wider audience and earn backlinks from diverse sources.
For instance, turn blog posts into YouTube videos or LinkedIn carousels. Tools like Canva or Piktochart can help you create shareable infographics. Neil Patel, a well-known digital marketer, repurposes his blog content into YouTube videos, which not only drives traffic but also earns backlinks from video embeds.
5. Optimize for Voice Search
With the rise of smart speakers and voice assistants, optimizing for voice search is no longer optional. Voice queries are often longer and more conversational.
To optimize for voice search, target long-tail keywords and natural language phrases (e.g., “What’s the best Italian restaurant near me?”). Additionally, ensure your site loads quickly, as voice search prioritizes fast-loading pages. According to a report by Oberlo, 27% of the global population uses voice search on mobile, so ignoring this trend could mean missing out on a significant chunk of traffic.
6. Build Internal Links Strategically
Internal linking isn’t just about navigation; it’s a powerful way to distribute link equity and help search engines understand your site’s structure.
Use descriptive anchor text that includes relevant keywords and link to cornerstone content (e.g., pillar pages) to boost their authority. For example, an e-commerce site selling skincare products could link from a blog post about “best moisturizers for dry skin” to a product page for a recommended moisturizer. This not only improves user experience but also helps search engines understand the relationship between your pages.
7. Focus on E-A-T (Expertise, Authoritativeness, Trustworthiness)
Google prioritizes content that demonstrates expertise, authoritativeness, and trustworthiness, especially for YMYL (Your Money or Your Life) topics.
To improve your E-A-T, showcase author credentials and include bylines with links to author bios. Additionally, cite reputable sources and link to authoritative studies or reports. Healthline, for example, improved its E-A-T by hiring medical professionals to review and contribute to their content, resulting in higher rankings for competitive health-related keywords.
8. Use Latent Semantic Indexing (LSI) Keywords
LSI keywords are terms related to your primary keyword that help search engines understand the context of your content.
Use tools like LSIGraph or Google’s related searches to find LSI keywords and naturally incorporate these terms into your content without keyword stuffing. For example, for a page targeting “digital marketing,” LSI keywords could include “SEO,” “content marketing,” and “social media strategy.”
9. Optimize for Core Web Vitals
Google’s Core Web Vitals—Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS)—are critical ranking factors.
To optimize for Core Web Vitals, use Google PageSpeed Insights to identify performance issues. Then, optimize images, enable caching, and minimize JavaScript to improve loading times. The Guardian, for instance, saw a 15% increase in organic traffic after optimizing for Core Web Vitals.
10. Target Long-Tail Keywords with Low Competition
Long-tail keywords may have lower search volume, but they often have higher conversion rates and are easier to rank for.
Use tools like Ahrefs or Ubersuggest to find long-tail keywords with low difficulty scores and create detailed, niche-specific content around these keywords. For example, instead of targeting “weight loss tips,” you could target “weight loss tips for busy moms.”
11. Leverage User-Generated Content (UGC)
UGC, such as reviews, testimonials, and forum discussions, can boost your SEO by providing fresh, relevant content and building trust.
Encourage customers to leave reviews on your site or Google My Business and feature UGC in blog posts or product pages. Airbnb, for example, uses UGC (e.g., guest reviews and photos) to create unique, keyword-rich content that ranks well in search results.
12. Optimize for Local SEO with NAP Consistency
For local businesses, ensuring your Name, Address, and Phone number (NAP) are consistent across all platforms is crucial.
Claim and optimize your Google My Business listing and audit your NAP information on directories like Yelp and Yellow Pages. A local bakery, for instance, saw a 40% increase in foot traffic after fixing inconsistent NAP information across directories.
13. Use Expired Domains to Build Backlinks
Expired domains with existing authority can be a valuable resource for building backlinks.
Use tools like ExpiredDomains.net to find domains with strong backlink profiles and redirect these domains to your site or use them to create niche-specific blogs. Brian Dean of Backlinko recommends using expired domains to quickly boost domain authority, but cautions against spammy practices.
14. Create Skyscraper Content
Skyscraper content is in-depth, high-quality content that outperforms competing pages.
Identify top-performing content in your niche using Ahrefs or BuzzSumo and create a more comprehensive version with updated data, visuals, and actionable insights. For example, a 5,000-word guide on “SEO for Beginners” that includes videos, infographics, and case studies is more likely to earn backlinks than a 500-word article.
15. Monitor and Fix Crawl Errors
Crawl errors can prevent search engines from indexing your pages, hurting your rankings.
Use Google Search Console to identify and fix crawl errors and regularly audit your site for broken links and redirect them properly. An e-commerce site, for instance, saw a 20% increase in indexed pages and a corresponding boost in organic traffic after fixing crawl errors.
Final Thoughts
SEO is a multifaceted discipline, and staying ahead requires a willingness to explore lesser-known strategies. By implementing these 15 tactics—from optimizing for semantic search to leveraging expired domains—you can unlock new opportunities for growth and outpace your competitors.
Remember, SEO is a long-term game. Consistency, experimentation, and adaptability are key to achieving sustainable results. Start with one or two strategies, measure their impact, and scale up as you see success.
What’s your favorite lesser-known SEO strategy? Share your thoughts in the comments below!
