How TrinityP3 achieved 200,000 website visitors (and how you can too)

This article was first published on the TrinityP3 blog in Feburary 2017. TrinityP3 are Australia’s leading Strategic Marketing Management Consultants with offices in Sydney, Melbourne, Auckland, Singapore, Hong Kong and London. They assist marketers, advertisers and procurement with agency search and selection, supplier alignment, media buying benchmarking, stakeholder and supplier relationship management, remuneration modeling, process optimisation, environmental policy alignment and much more.

website visitors

2016 was a big year for TrinityP3. And this was reflected in Google Analytics results.

For the first time in 2016 we had more than 200,000 visitors to the TrinityP3 website. And this is a remarkable achievement for a business and website that focuses on topics that most people outside of the advertising and marketing industry are not aware of.

Who would be aware that there is a very necessary role in managing the relationships, remuneration, alignment, processes, rosters and structures of major businesses and organisations and their advertising agencies?

Yet, the content that has been published on the TrinityP3 blog has reached a significant number of people around the world.

TrinityP3 is in the process of transitioning from an Australia-centric approach to a global business. TrinityP3 Australia is now joined by major initiatives in London, New York and Singapore.

map trinityP3

How did we get to the 200K visitors mark?

I have published a couple of posts that have detailed our strategy and results, first with this post in 2013 which examines ROI mapped to web traffic growth and then with this comprehensive review of analytics, revenue results and a full strategy in 2015.

In this post I will revisit the strategy, will explain some bumps in the road and will talk about what happens next.

To begin with, let’s look at what the primary drivers are for growth

Here is a breakdown of channels and how valuable they are as visitor sources:

TrinityP3 channels

This makes it very clear that organic search is the dominant channel. Google organic search accounts for 67.8% so Bing, Yahoo and other search engines barely feature.

Direct are people who already know the site, some “dark social” traffic, visitors where links have been shared in emails and some untracked or undisclosed search traffic.

Social media brought just under 10% and referral, email and others make up the balance.

Why does organic search feature so strongly?

We have developed and implemented an inbound marketing strategy that was first launched in early 2011. The strategy has been reviewed and adjusted regularly as requirements and best practice change extremely quickly in this space.

Google alone was making more than 400 changes to its algorithm and policies each year and these were all documented up until relatively recently where they moved to a strategy of only announcing major changes.

Social platforms have also made major changes and new platforms have arrived and some of these have stayed the distance (others not so much).

The TrinityP3 inbound marketing strategy has four primary pillars: [Read more…]

The Wrap – Top Inbound Marketing Posts Volume 9

Hello and welcome to the latest edition of The Wrap, HPE’s round-up of all that’s interesting in the world of inbound marketing; SEO, Content Marketing and Social Media.

In this edition we have tips on how to speed up your website, check out what your competitors are up to, and steps on how to create a competition or giveaway for your customers.

Ohiwa Harbour Bay of Plenty

Ohiwa Harbour in the Bay of Plenty, New Zealand



19 technical SEO facts for beginners

Perfect if you’re new to SEO, these simple facts and tips will help you get your head around what SEO is and how even the smallest changes can help your website rank better with Google.

A Beginner’s Guide to SSL: What It Is & Why It Makes Your Website More Secure

You may have noticed some websites start with http, while others have https. What’s the difference? This handy article explains what that little extra s is for, and why you should have it on your site.

According to recent HubSpot Research, up to 85% of people will not continue browsing if a site is not secure.

How Links in Headers, Footers, Content, and Navigation Can Impact SEO

In this week’s Whiteboard Friday, SEO expert Rand Fishkin talks about links, specifically in Headers and Footers, why they are different, and how learning the details can help you build a stronger link structure.

6 Awesome Plugins to Speed up Your WordPress Site

Page speed matters. Not only is it a search ranking factor, but you’ve only got a few seconds to load a page before people move on. This article from Search Engine Journal lists 6 plugins to make your site run faster.

Content Marketing

How to Do a Competitive Content Marketing Analysis

Comparing your site to your competitors is the best way to stay one step ahead, especially when it comes to creating unique, engaging content. This article from Ellie Mirman shows you how to do an inventory of your competitors’ content, evaluate its quantity, and analyse its quality.

 Instead of blindly pumping out content, take the time to understand where the true opportunity exists to create valuable resources.

[Read more…]

The Wrap – Top Inbound Marketing Posts Volume 8

Hello and welcome to the latest edition of The Wrap, HPE’s round-up of all that’s interesting in the world of inbound marketing; SEO, Content Marketing and Social Media.

This edition sees tips for making it to the top of Google Answer Boxes, hyperlocal keyword targeting, suggestions for not boring your readers to death and the chastising of grammar Nazis.

Bay of Plenty autumn


How to target a small group of people

Reaching the perfect audience is priceless, but hyperlocal keyword research is frustrating. In this Whiteboard Friday, Rand shares how to find powerful, laser-focused keywords to bring you exactly the customers you’re looking for.

Your website’s structure and its effect on SEO

It’s not just about keywords! Your website should be organized in a manner that’s easy for users – and Google’s spiders – to navigate. This great article explains the different between structure and design.

Google Answer Box – The holy grail of SERP

Forget fighting for fluctuating ranking positions – if you can get the Google answer box at the top of the page, you win the race without even trying!

Google seems to reserve this spot for websites that just happen to get lucky. However, as more answer boxes are appearing in SERPs, we as marketers have the opportunity to obtain these highly-coveted positions.

Site closed down for the day? Don’t worry about ranking

Need to pull the shutters down for the day on your site? In this article, Google’s very own John Mueller explains how to avoid a drop in rankings, even when you’re not online.

How to speed up your keyword research

Do you know the difference between Clustering Vs. Classification? Unsupervised vs. Supervised Learning? No, neither did we until we read this article by Vicky Qian.

Content marketing

3 tips to create attractive blog posts

We are visual creatures, and a boring, lifeless blocks of text will be easily ignored. Discover how to make your blog post shine with these three tips.

On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.

[Read more…]