The Types of Content That Actually Drive Traffic (and How to Create Them)

Content marketing campaigns are intricately woven, multifaceted roads that work together for a common cause—at least, they should be.

Many modern content marketers have the unfortunate tendency to view content through a singular, warping lens that combines all forms of relevant content together in an incoherent puddle of words.

It’s not enough to simply write large quantities of content and hope for the best.

In fact, in the age of AI, it’s much less about AI slop and more about real, human experience.

There are several types of content, which I’ve broken down into three major categories, each of which has advantages and disadvantages that can be molded together to form one cohesive content strategy — that works particularly well for software & SaaS companies.

The difference comes down to strategy. Traffic-driving content isn’t just about relevant keywords or volume; it’s about understanding what your target audience wants, how search engines evaluate value, and how to create assets that continue working long after you hit “publish.”

At SEO.co, we’ve analyzed thousands of pages across countless industries and found clear patterns in what consistently earns organic visibility.

Certain content types—when planned, written, and optimized correctly—act as website traffic magnets.

They attract clicks, shares, and links–naturally.

Content Types That Drive Traffic (and Why They Work)

Not all content performs equally.

Some formats naturally attract backlinks, shares, and steady organic traffic—while others fall flat and fade fast.

To build compounding website traffic growth, it’s critical to focus on content types that balance SEO value, search intent, and shareability.

Here are the kinds of content that consistently deliver results.

Blog Posts & Long-Form Articles

When done right, long-form, well-crafted blog posts remain one of the strongest drivers of organic traffic. In-depth posts (1,500–3,000+ words) give you room to target multiple semantically related keywords, demonstrate topical authority, and provide comprehensive answers to user queries—something Google’s algorithms reward heavily.

The key is structure. A strong long-form post should:

• Lead with search intent (what problem are users solving with user generated content?)

• Include keyword-rich headers (H2s and H3s)

• Integrate internal links to relevant pillar pages

• Balance readability with depth through lists, visuals, and examples

When paired with a strategic promotion plan—social media posts and sharing, email distribution, and backlinks—these posts can rank for dozens of keywords and drive site traffic for years.

Data-Driven or Research-Based Content

Original data is the most linkable form of content on the web. Reports, surveys, or unique insights position your brand as a credible source. Because other publishers frequently cite and link to data, this type of content naturally earns backlinks and strengthens your domain authority.

Examples include:

• Industry benchmarks (“Average SEO ROI by Industry 2025”)

• Market research or trend reports

• Proprietary data visualizations and infographics

Even small-scale research—like a study on your own customer base—can make a big impact when properly formatted and shared.

Listicles & “Best Of” Roundups

List-based content continues to perform exceptionally well because it’s digestible, scannable, and emotionally appealing. Readers love “Top 10” and “Best Of” lists for quick insights and decision-making shortcuts.

To make listicles perform better in search:

• Use descriptive titles (“Top 25 SEO Tools for 2025”)

• Include brief, keyword-optimized summaries for each item

• Add visual variety (logos, screenshots, or embedded videos)

• Regularly update them to maintain freshness and rankings

These posts capture long-tail search queries and are ideal for generating clicks and shares.

Case Studies & Success Stories

Case studies are the ultimate form of social proof.

They show potential customers exactly how your service delivers results.

Beyond credibility, they also attract organic traffic from problem-based queries (“how to increase website traffic,” “SEO case study for SaaS,” etc.).

A strong case study includes:

• The challenge faced

• The SEO or content marketing strategy used

• Quantifiable results (web traffic, rankings, conversions)

• A visual timeline or before/after screenshots

They work exceptionally well in the B2B and service space—especially when repurposed into social media posts, YouTube explainers, or short-form graphics.

Infographics & Visual Content

Visual content marketing doesn’t just make your blog prettier—it makes your message stickier.

Infographics combine concise storytelling with data visualization, boosting both engagement and shareability.

Why they work:

• They earn backlinks naturally when embedded on other sites

• They’re highly shareable on social platforms like LinkedIn and Pinterest

• They can repurpose written content into new website traffic streams

To maximize visibility, always include keyword-rich file names, descriptive alt text, and an “Embed This Graphic” code snippet below the image.

Video Marketing & Interactive Media

Video content is one of the fastest-growing forms of online content consumption—and it’s deeply intertwined with SEO performance.

Google increasingly favors pages that include multimedia elements like videos, charts, and interactive widgets because they improve dwell time and engagement.

Effective formats include:

• Explainer videos with the right visual appeal

• Tutorials or product walkthroughs

• Webinar recordings

• Q&A or thought leadership interviews

Hosting your video content on YouTube (the second-largest search engine) and embedding them on your blog provides dual exposure: organic video search + on-page SEO benefits.

Guides, eBooks & Whitepapers

In-depth guides and whitepapers don’t just attract traffic—they capture leads.

By creating comprehensive, educational resources around core topics, you establish authority while building your email list.

Effective examples:

• “The Ultimate Guide to On-Page SEO”

• “The Complete Content Marketing Framework”

• “How to Build a Backlink Strategy from Scratch”

Offer part of the guide for free and gate the full version behind a form.

This hybrid approach drives organic traffic and supports conversion goals with massive lead generation.

Comparison & “Vs.” Posts

When users are close to making a buying decision, they often search for side-by-side comparisons.

These high-intent queries—“Ahrefs vs. SEMrush,” “WordPress vs. Webflow,” “SEO.co vs. Agency.com”—are gold for organic traffic and conversions.

Tips for effective comparison content:

• Keep tone balanced and factual

• Highlight differentiators visually (comparison tables work well)

• Include a clear CTA guiding readers to take the next step

These posts attract not just visitors but buyers ready to act.

Thought Leadership & Opinion Pieces

While keyword-heavy posts bring in steady search traffic, thought leadership builds brand equity and engagement—especially across platforms like LinkedIn, X, and industry publications.

This type of content:

• Positions your team as experts

• Encourages social media platforms to showcase the content which can drive discussion and backlinks

• Humanizes your brand voice with authentic insight

For SEO.co, this might mean sharing predictions on the future of SEO, AI content, or Google’s evolving algorithms—topics that resonate beyond the keyword level.

Your content marketing approach will differ, but it should stay on-point and targeted on thought leadership.

How to Create Content That Drives Traffic

Knowing what to publish is only half the equation.

The other half is understanding how to create it in a way that performs—content that aligns with search intent, ranks well in Google, and compels readers to act.

Below are the key steps to producing content that reliably drives traffic and sustains visibility over time.

1. Research High-Opportunity Topics

Every great piece of traffic-driving content starts with thorough keyword and topic research.

The goal isn’t just to find high-volume keywords—but to identify content gaps where you can provide more value than the competition.

Use tools like Ahrefs, SEMrush, or Google Keyword Planner to:

• Discover low-competition, high-intent search terms

• Map out related long-tail keywords for semantic coverage

• Analyze SERP results to see what formats rank best (guides, listicles, videos, etc.)

From there, organize your content ideas into clusters—one pillar page surrounded by multiple supporting posts.

This structure helps Google recognize topical authority and boosts the rankings of every piece in the cluster.

2. Align Content with Search Intent

Search intent is the “why” behind every keyword.

Is the user looking for information, a product, a service, or a comparison?
When you understand that intent, you can tailor your content format, tone, and CTAs accordingly.

The main types of search intent include:

• Informational: “What is on-page SEO?” (Best for blogs and guides)

• Commercial: “Best SEO tools for agencies” (Great for listicles and reviews)

• Transactional: “Buy SEO audit services” (Ideal for service or landing pages)

• Navigational: “SEO.co pricing” (Brand queries; optimize with internal links)

Matching your content to the right intent dramatically improves engagement and rankings.

3. Craft Compelling Headlines

Even the most valuable content won’t perform if no one clicks on it.

Your title is the first and often only chance to grab attention.

An effective traffic-driving headline should:

• Include a target keyword naturally

• Evoke curiosity or promise a benefit (“how,” “why,” “proven,” “data-backed”)

• Use power words that appeal to emotion (“definitive,” “complete,” “ultimate”)

• Keep it under 60 characters for optimal SERP display

For example:
❌ SEO Tips for Beginners
✅ The Complete SEO Strategy That Doubled Our Traffic in 90 Days

4. Optimize for On-Page SEO

Search engines need clear signals to understand and rank your content.

Every page should be structured to make that process easy.

Key elements include:

• Keyword in the title tag, H1, and URL

• Clear hierarchy with H2 and H3 tags

• Optimized meta descriptions (under 155 characters)

• Descriptive image alt text and compressed file sizes

• Schema markup for articles or FAQs

• Internal links to related resources and pillar pages

• External links to authoritative sources for credibility

A well-optimized post gives Google everything it needs to trust—and rank—your content.

5. Promote Your Content Strategically

“Publish and pray” is not a content strategy.

Even the best-written post needs an initial traction boost.

Focus on multi-channel promotion to drive visibility and backlinks.

Effective tactics include:

• Sharing on LinkedIn, Twitter/X, and niche forums

• Syndicating excerpts through Medium, Substack, or partner blogs

• Submitting data-driven content to journalists or HARO queries

• Featuring posts in your email newsletters

• Boosting early traffic through small paid pushes on Facebook or LinkedIn

Promotion amplifies visibility, accelerates indexing, and helps search engines see your content as authoritative faster.

6. Measure, Analyze, and Iterate

SEO success isn’t static. The content that drives traffic today might lose traction tomorrow without proper tracking and refinement.

Use Google Analytics, Search Console, or tools like Ahrefs to monitor:

• Organic traffic trends

• Click-through rates (CTR)

• Bounce rate and time on page

• Keyword rankings over time

• Backlink growth and referring domains

Then, regularly update underperforming content with new stats, improved visuals, or updated examples.

Refreshing posts can trigger reindexing and restore lost rankings—often within weeks.

7. Scale with Process and Consistency

One viral post is luck.

A consistent content engine is strategy.

To scale sustainably:

• Create a content calendar tied to keyword clusters

• Standardize briefs and workflows with templates

• Repurpose high-performing posts into new formats (videos, infographics, slides)

• Use AI-assisted tools for ideation and optimization, not creation in isolation

• Maintain editorial quality and brand consistency across every channel

Consistency compounds. Each new post builds on the authority of the last—resulting in exponential growth over time.

Common Mistakes That Prevent Content from Driving Traffic

Even the most well-intentioned content strategies can fall flat when execution misses the mark. The web is full of posts that technically “check the SEO boxes” but still fail to generate traction because of common—and avoidable—mistakes.

Understanding these pitfalls can help you protect your investment and create content that performs consistently.

1. Ignoring Search Intent

Many marketers choose topics based solely on keyword volume, not intent. Ranking for the wrong keyword may bring traffic, but it won’t bring engagement or conversions. For example, targeting “what is SEO” won’t help a service provider as much as “SEO audit services for small business.”

Fix: Always analyze the why behind a search. Align every piece with the user’s intent—informational, commercial, or transactional.

2. Focusing on Quantity Over Quality

Publishing for the sake of consistency can quickly dilute your brand. Ten thin, generic articles will never outperform one comprehensive, insightful guide.

Fix: Invest in research, expert insights, and high-quality writing. Every piece should be good enough to serve as a standalone authority page.

3. Neglecting Content Structure and Readability

Even valuable information won’t perform if it’s buried in long, unformatted paragraphs. Readers and search engines both prefer structure.

Fix: Use short paragraphs, headers, bullet points, visuals, and summaries. Optimize for scanning and depth. Tools like SurferSEO or Clearscope can help identify content gaps and improve flow.

4. Forgetting Internal Linking

Without strong internal linking, even great content can get lost in your site architecture. Google uses internal links to understand context, importance, and topical relationships.

Fix: Build a web of relevant links between pillar and cluster content. Each new post should strengthen your topical authority and pass link equity throughout the site.

5. Skipping Content Promotion

“Build it and they will come” doesn’t apply to content marketing. Many high-quality posts never gain traction because they’re never seen.

Fix: Share every post across channels—LinkedIn, newsletters, industry groups, and earned media outlets. Outreach, syndication, and digital PR amplify visibility and accelerate organic growth.

6. Over-Optimizing for Keywords

Keyword stuffing and repetitive phrasing make content sound robotic, hurting both engagement and rankings. Google’s algorithms reward natural, reader-focused writing.

Fix: Use primary and secondary keywords naturally within context. Focus on covering the topic comprehensively rather than hitting arbitrary keyword densities.

7. Ignoring Backlink Building

Content without backlinks is like a great product with no distribution. Even the best article needs authority signals to rank competitively.

Fix: Incorporate a link acquisition strategy—guest posts, outreach, citations, and partnerships—to build the trust your content needs to climb the SERPs.

8. Failing to Refresh and Update Content

Search engines reward freshness. Outdated stats, broken links, or stale examples can drag down rankings—even for once-popular content.

Fix: Conduct quarterly content audits. Update data, improve visuals, and expand sections to match evolving search intent. Small updates can lead to major traffic recoveries.

9. Ignoring Analytics and Feedback

Without tracking performance, you’re flying blind. Many teams fail to measure how content actually performs—missing the opportunity to double down on what works.

Fix: Use analytics tools to monitor keyword rankings, traffic, and engagement. Adjust strategy based on data, not assumptions.

10. Overlooking E-E-A-T (Experience, Expertise, Authority, Trust)

Google’s latest updates emphasize authenticity and credibility. If your content lacks a clear author, sources, or real-world proof, it’s less likely to rank well.

Fix: Include author bios, cite credible references, and demonstrate expertise through original examples or case studies.

In Short

Traffic-driving content isn’t just about what you write—it’s about how strategically you plan, publish, and maintain it. Avoiding these mistakes doesn’t just protect your rankings; it compounds your long-term authority, visibility, and ROI.

And, if your SEO agency is not playing straight with you on the work they are doing, many of these items may already have been neglected.

Scale Your Content and Traffic with SEO.co

The most successful publishing content marketing strategies are the ones that combine each type of content in meaningful ways and make adjustments over time to improve their value.

Want more information on content marketing, digital marketing, email marketing, social media marketing and link building? Get in touch!

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Samuel Edwards

Chief Marketing Officer at SEO Company

In his 9+ years as a digital marketer, Sam has worked with countless small businesses and enterprise Fortune 500 companies and organizations including NASDAQ OMX, eBay, Duncan Hines, Drew Barrymore, Washington, DC based law firm Price Benowitz LLP and human rights organization Amnesty International. As a technical SEO strategist, Sam leads all paid and organic operations teams for client SEO services, link building services and white label SEO partnerships. He is a recurring speaker at the Search Marketing Expo conference series and a TEDx Talker. Today he works directly with high-end clients across all verticals to maximize on and off-site SEO ROI through content marketing and link building. Connect with Sam on Linkedin.

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