6 SEO Strategies for G2.com to Recover Its Lost Organic Traffic

G2’s organic traffic downturn is a complex issue with multifaceted causes. While their strong brand and quality content are assets, factors like the rise of forum-based platforms, increased competition, and the evolution of search results have significantly impacted their organic visibility. To reverse this trend, G2 needs a strategic overhaul of their organic search strategy. Here are some key recommendations.

1. Leveraging UGC with Forums 

Establish a dedicated forum or discussion board where users can interact, share experiences, and ask questions. This fosters a sense of community and encourages user-generated content. G2 should aim to become “Reddit of Software Reviews”. This requires implementing strict moderation guidelines to prevent spam and maintain a high-quality discussion environment.

Example: HubSpot Community Forums

HubSpot, a leading CRM and marketing automation platform, has successfully leveraged community forums to drive engagement and organic traffic. Their forums provide a space for users to discuss topics related to HubSpot’s products, share best practices, and seek assistance from other community members. This approach has contributed to HubSpot’s strong online presence and reputation as a trusted resource in the marketing industry.

By following HubSpot’s example and creating a vibrant community forum, G2 can significantly enhance its organic traffic and strengthen its position as a leading authority in the software review space.

2. Building a Network of Software Testers

G2 can start collaborating with software testers to create high-quality content based on their firsthand experiences. Testers can produce content in various formats, such as articles, videos, and tutorials. G2 can share this content on G2’s website and social media channels to expand reach.

Example: Atlassian’s Developer Community

Atlassian, a leading software development company, has a thriving developer community that generates a wealth of valuable content. Community members contribute articles, tutorials, and code snippets that are shared on Atlassian’s website and social media channels. This approach has helped Atlassian to establish itself as a thought leader in the software development industry and attract a large and engaged audience.

3. Dominating the Video Landscape

Create a vast library of videos covering various software-related topics, including podcast discussions with notable personalities in the software industry, alternatives, comparisons, and how-to guides.

Example: CNET Reviews

CNET is a well-known technology review website that features a vast library of video reviews and comparisons for various software products, including productivity tools, operating systems, and cybersecurity solutions. Their videos often include in-depth demonstrations, expert opinions, and side-by-side comparisons to help users make informed decisions. CNET’s approach aligns closely with G2’s goal of providing comprehensive and informative content to its audience.

4. Leveraging Influencer Marketing

Partner with influencers in the software industry to obtain genuine reviews and tutorials. Only select influencers who align with G2’s target audience to ensure maximum impact. 

Example: Buffer

Buffer, a popular social media management tool, has successfully leveraged influencer partnerships to promote its product and reach a wider audience. Buffer partners with social media influencers who are known for their expertise and engagement with Buffer’s target audience. These influencers create content that showcases the benefits of using Buffer and helps to attract new users.

5. Enhancing Review Quality and Integrity (Product-led SEO)

Incentive Detection

Develop mechanisms to identify and address incentivized reviews that may bias ratings.

Leverage Various SERP Features

G2’s SEO team should optimize content to target AI Overviews, featured snippets, answer boxes and how-to guides.

6. AI search (ChatGPT, Gemini, Perplexity, Claude)

To ensure G2’s reviews are effectively indexed and summarized by AI search vendors like Google AI Overviews and ChatGPT, it’s crucial to structure the website’s content in a way that is easily understandable by AI algorithms. This includes:

• Clear and concise language: Use simple, straightforward language that is easy for AI to interpret.
• Consistent formatting: Maintain consistent formatting throughout the website, including headings, subheadings, and bullet points.
• Semantic markup: Use semantic HTML tags (e.g., headings, paragraphs, lists) to provide context for AI algorithms.
• Keyword optimization: Incorporate relevant keywords naturally into the content to improve search engine visibility.

Encouraging AI-Generated Summaries

G2 should also consider providing AI-generated summaries of reviews on its website. These summaries can be created using natural language processing (NLP) techniques and can offer users a quick overview of the key themes and sentiments expressed in the reviews.

Example: Trustpilot

Trustpilot, a popular review platform, has successfully optimized its website for AI search engines. Their reviews are structured in a clear and concise manner, making it easy for AI algorithms to extract relevant information. Additionally, Trustpilot provides AI-generated summaries of reviews, offering users a quick overview of the overall sentiment expressed by reviewers.

By following these guidelines and taking inspiration from examples like Trustpilot, G2 can optimize its website for AI search engines and ensure that its reviews are effectively indexed and summarized for users searching for software solutions.

Local SEO

Focus on Local SEO to attract users in specific geographic areas. 

Example: Clutch.co

Clutch.co, a popular B2B software review platform, has successfully utilized local SEO to attract clients from specific geographic regions. They have a strong presence on Google My Business, maintain local citations, and partner with local organizations to increase their visibility in target markets. By focusing on local SEO, Clutch.co has been able to expand its reach and acquire new clients in various locations.

By implementing these strategies, G2 can effectively address their organic search decline and regain their position as a leading authority in the software review industry. Looking to hire an SEO consultant? Book a meeting with Manzar Mashhood and I’ll be happy to help. thanks