Ahrefs - Ahrefs' Weekly Digest #77

• For nonprofits, Mateusz has a few tips to help improve organic traffic.
• For e-commerce stores, Patrick shares how to handle products that are out of stock. 

✍️ New on our blog

1. Keep your website user friendly and in good SEO health – Make sure your website’s technical fundamentals are sound. Otherwise, they may undermine your SEO efforts in the long run. The easiest way is to use our free Ahrefs Webmaster Tools to monitor your website’s SEO health.
2. Get listed in directories and articles about nonprofit organizations – Keywords related to nonprofits and charities can be extremely competitive. In times like these, your best chance to be somehow included in that top 10 is to get listed on the pages that rank.
3. Look for unlinked mentions of your organization (and turn them into links) – Nonprofits can get a lot of coverage from the media. But the coverage may not always be linked. Use Google search operators to find mentions of your organization. And if mentions are unlinked, reach out and request them to be linked to you. 
4. Answer journalists’ requests – Use sites like HARO or scan Twitter for hashtags like #journorequest to find opportunities that could lead to you being picked up by the media.
5. Do guest blogging to earn links – Contribute guest articles on third-party sites to build backlinks and get more visibility.
6. Go after educational keywords related to your cause – Create content that targets keywords related to your cause. 
7. Go after statistical keywords related to your organization (and update regularly) – Statistical keywords imply the use of statistical data to best serve the intent behind the search. They can generate organic traffic and be a great asset for earning links. 
8. Invite experts to write for you – There are certain topics that are best covered by experts. Get them to write your content or at least review it to ensure authoritativeness and trustworthiness.
9. Translate your content to other languages – If you’re a global charity, you need global visibility. Organic traffic coming from multiple countries can greatly contribute to that goal.
10. Leverage local SEO – At the minimum, get a Google Business Profile up for your organization.
11. Get a Google Knowledge Panel – This helps you own more SERP “real estate” and benefit from more credibility. 
12. Optimize for branded search – Branded search is any kind of query that contains words and phrases associated with your brand, products, or services. Make sure you’re ranking for them!
13. Interlink your content – Pass link authority from one page to another by adding internal links between your content.

• Turn your blog post into a video (and vice versa)
• Repurpose your videos into a course
• Turn your blog posts into a book
• Turn your video into multiple short-form videos
• Turn your blog posts into guest posts
• Turn your blog post/video into Twitter threads
• Turn blog posts/videos/existing content into Quora answers
• Turn your content into Reddit posts
• Reuse bits and pieces of your existing content as social media posts

1. Redirect the page – If you have a similar product that you want to push people toward, you may want to 301 redirect the old product to the new product. This will also maintain any link value if the pages are similar enough.
2. Delete the page – If you are removing a page and there is no relevant, current product, you may want to simply delete the page and return a 404 or 410 status code.
3. Leave the page live – There are plenty of valid reasons to leave a page live: It could have useful resources, or it could still be getting a decent amount of search traffic.

Temporarily out of stock, may not be coming back

1. Leave it live
2. Noindex – Not Patrick’s favorite option. It’s only mentioned because, in some systems, noindex is used as the trigger to stop the product from being shown to users.
3. Leave it live for a while and delete or redirect it later – At some point, you may just want to make a decision to treat this product as if it’s not coming back and delete or redirect it. When you do this is up to you, but a lot of people use logic based on the demand or when a certain amount of time has passed.

1. Ahrefs
2. HubSpot
3. Seth Godin
4. Gaps + Detailed
5. CopyHackers
6. Grow & Convert
7. Intercom
8. ConversionXL
9. Animalz
10. Buffer
11. SEO Blog by Aleyda Solis
12. Growth Machine 
13. Siege Media 

📚 What we’re reading

1. Quantitative and qualitative data
2. Lever – Improving existing rankings, ranking for more organic keywords, or improving organic CTRs
3. Audience
4. Goal
5. Test concept – What are they changing to influence the chosen lever?
6. Area – The pages they’re testing and the part of a page they’re changing
7. KPI – How they’ll measure the goal
8. Duration – How long they expect the test to run