TL;DR: Use videos or animations to bring traffic back to your declining pages.
Video Increases Visibility More Than A Static Blog
One of CHLA’s most popular posts, “Teething Signs and Symptoms”, used to receive 15.7K clicks a month. Since the introduction of AI Overviews, it dropped to only 6.9K. This article, along with others, reported similar declines since Google introduced AI Overviews.
This, along with the growing use of ChatGPT and other AI engines, seemed like there was no potential for recovering traffic and that the efforts needed would be like pulling teeth.
Seeing User Preferences: Images and Videos
By using our SLOPE® process to identify organic opportunities and estimated traffic gains, we found a significant content gap.
By reviewing the search results, we could clearly see that AI Overviews now effectively answered many of the most common questions.
We could also see that the second tab in search results is Images, followed by Shorts. The order and appearance of these tabs is important; they mirror people’s content preferences.
Users really wanted to see teething images and videos. This is exactly what we gave them. Our team created an animated timelapse depicting baby teething progression to go beyond the traditional image chart that competitors have.
The Result: Double the Traffic, Reversing Declines
The updated page now appears organically at #1 and is cited in Google’s AI Overview, which includes a video thumbnail. Further, the video’s thumbnail appears in the images tab, and best of all, the video ranks #1 under the Shorts tab.
Next time someone says you can’t recover blog traffic, tell them to dig a little deeper, take time to actually look at the search results, and you might just find out how to reverse your traffic declines and exceed expectations.
Add Pero SEO as a preferred source to your Google searches to find more healthcare marketing strategies.
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