Every day we search Google for millions of topics. Whether it be products, clothes, food, movies, news, and more, Google is the number one search engine on the planet. But can you believe that there are websites that get more organic traffic than Google? Hard to believe, we know, but it’s true. How can certain websites have more website traffic than the biggest search engine in the world?
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Google Organic Traffic
Before we dive into the websites receiving more website traffic than Google, let’s first breakdown how much traffic Google actually gets. “Although Google does not share exact numbers, as reported by SEOTribunal.com, Google handles 3.8 million searches per minute on average across the globe. That comes out to 228 million searches per hour, 5.6 billion searches per day.”
In addition to that, there are 70,000 Google search queries every second, which translates to over 4 million searches per minute. We could go on and on about the enormous amount of searches that Google gets on a daily basis, which is why it is even more surprising that other websites outperform them when those same users search Google to reach those websites.
One of the case studies we will use is WebMD. WebMD is a very popular medical website that includes everything from articles on living healthy, advice from doctors, news, information on pregnancy, accurate updates on drugs and supplements, and more. Due to the COVID-19 pandemic, they have a section at the top of their page that includes links to current numbers of infected cases worldwide. They also included a link to find confirmed COVID-19 cases for users in the areas they live in. So what data supports that they get more organic traffic than Google?
According to Ubersuggest, WebMD has over 18 million organic keywords, over 21 million backlinks, 125 million organic monthly traffic, as well as 1.5 billion users per year. On the other hand, Google only has 45 million monthly traffic. Is it the overall user experience of WebMD? One glance at their website shows you that the layout isn’t very impressive. The layout and navigation are pretty straightforward. Searching through the website is fairly easy, so it must be the content that yields the results. The content of WebMD resonates with its users.
They preach on having better information and better health, and their content supports that. Between the videos on Coronavirus, trending topics, and top stories, they leave no room to have a high bounce rate. Their bounce rate is probably very low, and their user session time is probably high. Why is that?
After coming to their landing or home page, these links are all internal which keeps users on the WebMD site. Their message is even more relevant today due to the pandemic. People want to be in the know. Including constant updates about COVID-19 on your website as a medical company is going to keep users returning to your site.
Our second website of focus is the infamous Healthline.com. Ubersuggest reports that Healthline has over 25 million organic keywords, receives over 200 million organic traffic hits to their site, which translates to 2.4 billion users per year. They completely blow Google out of the park when it comes to site views, hit, keyword searches, and more. What separates Healthline from the rest of the competition? First, their website is extremely user friendly. Their navigation at the top of the page is attention-grabbing and makes it simple for the user to find what they are looking for. Healthline also includes a page that balances white space extremely well.
This online magazine also is very personal, and they do this by including the writers of several of the articles on their home page. They focus on the content that resonates most with their audience. It’s extremely family-oriented, and of course includes information about COVID-19, families, schools re-opening, and more. Another data-driven tactic they include is the ability to sign up for newsletters.
This organically increases their lead generation list and allows them to gain more subscribers that tune in. Healthline also targets a specific audience, and that audience is women. At the top of the page, they have a tab for Women’s Wellness, which helps connect with their target audience and keep them coming back. It also keeps their audience on the page for a longer session time.
Continuing with the medical field, MedlinePlus.gov is our next website. Ubersuggest states that they get 45 million organic traffic monthly visitors, and it is even higher now due to COVID-19. They have seen a rise and have reached peaks of 50 million monthly visitors. They average almost the same amount of monthly visitors as Google and have about 7 million backlinks (or inbound links). So why is it such a dropoff in the monthly visitors between MedlinePlus and the sites above?
Their content is extremely similar and certainly related, so why doesn’t MedlinePlus get the same traffic? A careful analysis of their landing page will reveal several answers to this question. First, their landing page is not extremely appealing. While they definitely stick to a certain color scheme, there is nothing on the page that grabs your attention. When creating a better user experience, grabbing your audience’s attention is one of the most important things to do.
Second, MedlinePlus has only 2 graphics on their page. There is not anything that encourages the user to click or watch. In other words, MedlinePlus does not incentivize the user to engage with their content. Engagement leads to shares, more impressions, and a greater reach. It’s also big for an online magazine like this one where the majority of their content is online articles. In addition too little engagement, they do not put a big emphasis on signing up for their newsletters.
Compared to the previous HealthlineMD, it’s a clear difference in who has more subscribers. The link for signing up is at the bottom of the page, and if the user doesn’t pay close attention they might miss it. Email marketing should be an emphasis for every company’s website. While their content is relevant and accurate, they don’t advertise and recent information on the homepage. If your content is top notch, don’t be afraid to show it off! Let your users see what they are searching for as soon as they land on your home page.
Our final website that gets more organic monthly traffic than Google is the MayoClinic.org. A very popular website and household name, MayoClinic gets 90 million organic traffic visitors per month, over 25 million backlinks on their site, has over 14 million organic keywords on their site, and a public domain score of 90 out of 100. Without even analyzing the layout of their website, MayoClinic is already succeeding because of their keywords.
Keywords translate to a higher SEO (Search Engine Optimization) ranking. Organic keywords on your site lead people to your landing page. For example, if people want to book an appointment through MayoClinic, what do you think they will type in Google? How about “Mayo Clinic appointments”? That’s an example of a keyword that they most likely use. When improving your SEO usage, think about what the user would type in, and then put that as one of your keywords.
Moving on to the design of their website, MayoClinic completely understands how to create a better user experience. While their content is similar and they have information about COVID-19, as soon as you land on their homepage, you see big square boxes that grab your attention pointing you in the direction to find a doctor, contact them, schedule appointments, and more.
The picture of the woman with a mask on reinforces the need to be safe, and immediately relates to any user visiting their site. Their site navigation is also very simple, yet organized. While their site does not have a subscription feed because they are not an online magazine, they get return customers due to their site being easy to search through, professional, and simple to manage. MayoClinic establishes reasons as to why you should choose them, and because of the trust they have with patients, it creates return customers that stay on their site for higher session times.
In summary, websites with more organic traffic than Google have it for certain reasons. They pride themselves on creating a great user experience. When you reach their site, it is easy to navigate, the information is right at your fingertips, and it’s visually appealing. They also understand SEO usage and utilize keywords that bring users to their site.
They have millions of backlinks that keep users on their site for longer periods of time. Learning how to use data-driven marketing tactics will give your website more organic traffic. Once you reel the users to your site, it’s important that you keep them on there.
Provide content that is relevant to them as well. The longer users are on your site, the more likely they are to purchase a product or complete a transaction, which boosts your ROI. Google doesn’t have to beat you just because they are the biggest! Take charge and let the data-driven skills bring you the results you want.