Link Building Strategies That Work In 2020

Obtaining your site the love, as well as recognize it is worthy of, is all about structure as many web links as you can. Link building strategies are constantly  evolving. The strategies that were working in  2017-2018 won’t work anymore. You need to be thorough with  your SEO strategies before implementing them.

Among the objectives of effective SEO is to get your internet site to the top of the online search engine’s results web pages for a given key phrase, as well as link structure has long been at the heart of many internet marketing methods.

Links can drive traffic as well as they can add to the authority of your website, thus it is necessary to emphasize on link building strategies. And SEO was a whole lot easier when that was all there was to it. There’s a great deal more to Search Engine Optimization these days than just linking to your website using a couple of appropriate search phrases.

You may also be able to obtain some good attention without a real link. It takes a little bit even more work, yet when you incorporate these methods with standard link building strategies, the outcomes can be very effective.

LINK BUILDING STRATEGIES

The Advancement of Web Link Building

In the earliest days of SEO, a lot of on the internet marketing professionals took terrific liberty (and also benefit) of link structure, which usually took the form of malicious, dishonest link buying as well as link farming. Such link building strategies are obsolete now.

During those days, Search Engine Optimization specialists went link crazy, packing an over-abundance of links into their web site content as well as going to less-than-honorable sizes to get a web link from almost any or all exterior websites, no matter the top quality.

” Amount” mattered far more than top quality. It worked in the online search engine and also it was much easier to show the higher-ups that work was happening because: “Hey, simply look at all these links directing at the web site.”

Google rapidly took notice of the unpleasant search experience this over-reliance on links created as well as presented some formula updates that particularly targeted pages with low-grade, spammy, or excessive backlinks.

Websites that breached these brand-new standards were greatly punished. Some were dropped completely out of the search results until they tidied up their backlink profile.

Despite this evolution, though, links are still a foundational part of a reliable SEO strategy. But that does not imply they must be the whole of your technique.

Otherwise Links, After that What?

Links are a great start, but as the internet search engine algorithms continue to establish, your strategies also need to advance.Link building strategies are constantly evolving.

This is most apparent when you take a look at several of the most up to date updates that put a much better focus on high-quality web content and improved individual experience.

In other words, Google desires you to focus on individuals over an online search engine.

While the initial step because the process is to enhance the top quality as well as the significance of your material, there are likewise some “linkless” methods to boost your site’s online reputation, trust fund as well as visibility. These include:

  • References
  • Reviews
  • Influencer Advertising and marketing
  • Social Network Interactions
  • References

When consumers and also other businesses discuss your brand name in a favorable context it’s like a little online pat on the back as well as something of a count on the booster. Even if they don’t connect straight to your site, obtaining a mention on a high-quality website still counts for something.

If internet users see your brand’s name favorably pointed out online sufficient times, they will likely Google your business and also check out your web site.

This is likewise an excellent place to review “citations,” which are like service listings on various internet sites. They don’t require to link to your site, however, they must bring details like your company’s physical address and phone number. This will aid the internet search engine to make associations with your firm that can help you improve your online standing in various methods.

Reviews

With a lot of options online, customers can easily obtain overloaded, frustrated, and distracted. In addition to that, internet users are usually dubious of sites they haven’t become aware of or businesses they have not collaborated with previously.

This has made on the internet testimonials incredibly essential in the modern advertising and marketing world. Customers are simply more probable to trust the viewpoints of other clients who they regard as being just like them.

Google My Company, Yelp, and various social systems have made it easy for an ordinary customer to make their point of view heard.

While positive testimonials are what we all want, consumers are usually dubious of a business that has only glowing reviews. So, don’t be afraid of the occasional adverse review. If a customer is truly displeased with your initiatives, they must feel free to share themselves.

As long as you react to it in a specialist and also punctual manner, you can transform that adverse into a much stronger favorable.

When individuals see your truthful efforts to make the circumstance right, they will likely take your company more significant and watch your brand with even more regard. When the online search engine sees a great deal of activity on these evaluation platforms, they’ll associate extra authority to your website– also without a link. This is an effective way of implementing SEO without formulating any link building strategies.

Influencer Marketing

Influencer marketing entails working with the people that have the attention and also respect of your targeted customers.

If your suitable market adheres to specific online personalities, they’ll be more likely to check out your site when that person endorses your firm’s products or services. This is a great idea for firms that are new to the marketplace and also have little or no brand name acknowledgment– however do have a terrific brand-new service or product.

Word of mouth

Just like mentions, an endorsement of your brand’s service or products might or might not have a web link. Even with an unlinked reference and recommendation, web users who wonder as well as interested will certainly look for your brand name and explore your web site.

Social Network Interaction

The widespread, everyday use of social media sites has made it necessary for business, yet how it is used and also the value it offers can change as well as progress all the time.

You can target particular audiences for far better conversion prices with social media sites advertising and marketing, but real social networks’ success requires two-way interaction. This is when partnerships begin to form– which implies that the other half of this relationship will certainly be a lot more ready to engage with you.

Resolving each customer’s communication on a personal degree will certainly make that details customers feel fantastic and enhance the likelihood of earning their proceeded service.

So, it may not be a web link that you get out of these communications, however, it just might be a paying consumer.

Altering The Way We Do Links

Hyperlinks are still an essential metric of internet site reputation and also trust, yet they aren’t the only method to rank higher in search results. There are several effective ways apart from the link building strategies mentioned above.

Voice search has transformed how individuals make use of the net, and also customers aren’t looking with a solitary keyword phrase or phrase anymore. Instead, they’re utilizing extremely particular long-tail key phrases and also complex expressions. Online search engines comprehend this and also tend to award websites that do more than just get as many links on exact key phrases or phrases as they can.

It is necessary to remain to utilize high-grade backlinks from trusted outside websites. This kind of attention can be wonderful for your web site, but it can wear thin after a little while.

Constantly make use of a variety of excellent web content in addition to “nonlinked” references, suggestions, and endorsements to get the kind of interest that lasts.

Why Schema Markup is Important For SEO?

Schema markup


Schema markup. What is it? Where did it originate from? And also do you require it?

To resolve that last inquiry first, allow’s place it this way:

Do you run an eCommerce site? You require it.

Does your content emphasis strictly on providing web content? Yea, you still need it.

Have a cooking web site that makes use of a lot of video clips? Oh, you much better think you need it.

You might have detected the pattern I’m going with here, so allow’s discover those various other questions and take a better take a look at the better information related to increasing your internet site with a little added code.

What is Schema Markup?

The definition of “schema” is just a “diagrammatic presentation.” Okay, maybe “diagrammatic” isn’t the most basic method to place that. Allow’s just call it an organized structure, plan, or outline.

” Schema markup,” on the other hand, is code that you make use of on your site that permits the search engines to return more useful and comprehensive results to their users. This is feasible because you’ve given them a method to understand the framework, plan, or synopsis of your internet site.

Among the most typical uses for this markup language is to generate abundant bits in your search engine result. They look a lot similar to this:

Picture of an abundant bit showing more product details.

Or this:

Abundant fragment of much better information utilizing schema markup.

Notice the additional bits of info on screen here. The initial outcome includes a rating of almost 1,400 reviews. This is quite handy details, but after that take into consideration all the details on the second one. There, you’ll locate:

The rating (3.6 celebrities).
The number of evaluations (88 ).
The cost ($ 16.15).
Whether it’s in supply or otherwise.
Any individual searching for an Apple iPhone charger can identify right from the results page all the information that they need to purchase.

Does this issue?

Certainly it does. This sort of information is specifically the kind of thing that can encourage customers to click on your listing and come to be a client.

Testimonials, specifically, play a substantial duty in the decision-making process, and also noticeable prices help potential customers save time on product searching, which can bring about boosted sales.

Below are another means to use schema markup to boost the appearance of your outcomes:

Revealing events using schema markup.

Right here, the ticket vendor is making use of schema markup to highlight the schedule of upcoming events at the theater. If regional individuals are seeking some night entertainment, and have nothing details in mind, a display of events in the online search engine can get the searcher’s passion as well as draw them in so they can figure out extra.

On an associated note– one that will certainly have to wait for its blog site to explore it extra– Google is exceeding simply revealing a list of occasions for some web sites. In cases similar to this:

Comprehensive added information.

Google is allowing the searcher to explore information and a vast array of web pages connected to the original query exactly on the search results web page. These are much more like the conventional indented listings that Google still uses, as well as undoubtedly the internet search engine isn’t mosting likely to do this for just every website, so this will need to await a different, extensive description.

One last instance of using schema markup for abundant bits.

Picture schema markup instance.

When you add schema markup to the private pages of your website, you can assist the internet search engine to identify the most appropriate pictures to reveal with the outcome (which will, in turn, contribute to your conversion price).

In this fantastic meatloaf instance, did you also discover that there was a 2nd listing?

Or did you simply promptly focus on the inevitably scrumptious as well as aesthetically enticing catsup glaze visible in the image?

Safe to claim the entrance that has been assisted along by the correct schema markup is mosting likely to attract more clicks.

Just How Does Schema Work, as well as Exactly How Do We Gauge Success?

Is it worth taking the time to undergo your internet site and add these bits of code throughout all those web pages?

That could take a lot of initiative, which indicates there much better be a quantifiable return.

Schema can spend for itself by aiding Google and also other internet search engines better recognize the web content you have worked so difficultly to supply to your consumers.

When Google can effectively recognize that web content, it can occupy its search engine result with more details and also more details that help notify the end individuals.

However let’s allow Schema.org to inform us even more about how it truly functions.

” The majority of web designers recognize with HTML tags on their pages. Usually, HTML tags inform the browser just how to present the details included in the tag. For example,

So, Just how Do We Implement Schema Markup?

This blog was written in an initiative to promote the relevance of schema, why it is valuable, the various kinds, the significance of life, etc., and also not to review the core procedure of schema application.

If you have obtained some HTML coding experience, you’re virtually halfway there, though. The only genuine difference is adding little bits of schema.org vocabulary to HTML Microdata.

When you prepare to start maximizing the information on your websites, though, this markup can effectively alter the ready you. Schema marketing is getting popular worldwide, perhaps it’s not too late to make the move.

It has to do with Recognizing the Vocabulary.

There is a schema for just about whatever. (Do not believe me? Have a look at the full listing here.).

Currently, just take a moment to wonder why on the planet anybody ever before needed many words to make their web site’s purpose clear.

However it functions. As well as below’s why.

Google, Microsoft, Yahoo, and also Yandex were all big gamers in the web game, and all of them came close to net searches in a somewhat various method.

Any type of website that tried to calm every single among them on a private basis was quickly mosting likely to be buried in a facility, confusing, and also overlapping code.

So, in what can just be called the greatest inter-industry collaboration in the past seen in the whole world (a little hyperbolic maybe), these significant companies integrated to produce an agreed-upon set of code markers that each internet search engine could identify and utilize.

These code markers are the “vocabulary” of schema, as well as the search engines value you speaking their language.

Some Last Ideas.

Schema markup kinds might look like a tidal bore bearing down on you, and also it can be overwhelming at first.

Keep in mind, though, you don’t need to learn every code marker as well as obsess regarding obtaining as a lot of them in there as you can.

You can leave all that to your SEO expert. We’ll seek the most used as well as suitable markups and find the kinds that can benefit your service.

4 Tips for Online Marketing In Uncertain Times

online marketing in uncertain times

 

There is a great deal of stress, fear, as well as anxiousness going around these days.Online marketing in uncertain times has become a matter of great predicament for online marketers across the globe.

This is a very precarious time for companies throughout the globe since there merely isn’t a single right answer for just how they need to react to the situation.

So, when points obtain tense and difficult to forecast like this, it’s just all-natural to turtle up and try to weather the tornado.

” Turtling up,” in a business feeling, suggests drawing in on yourself and not connecting for brand-new chances. It suggests reducing as lots of costs as possible, including the advertising and marketing spending plan and also hoping that you can stick it out until everything returns to regular by itself.

This certainly appears to make sense on the surface, and also, in some cases, the policies, as well as determines of the state government, may force you right into this method.

Nonetheless, even if it seems safe– or inescapable– it may not be the best strategy at this time.

To be clear: we are not promoting that any kind of company overlooks the health and safety procedures that have been implemented.

We are, nonetheless, most likely to recommend some methods, options, and changes that may verify extra reliability than the traditional turtle approach.

What Should Your Advertising Team Do?

Currently is time to exercise some adaptability and also adapt your marketing efforts to attend to the current scenario.

Currently, we’re not here to inform you how you should utilize your budget plan in these challenging times.

Nonetheless, we are here to recommend that eliminating your advertising and marketing efforts wholesale right now could confirm to be destructive for your long-lasting company wellness.

SEO has constantly been a long game, and productivity with excessive cost-cutting actions commonly only provides a temporary gain. So, the question we wish to present is: when this tough time lags us, will you find yourself in a strong setting within the market or restoring your online marketing foundation throughout again?

Of course, that does not indicate you must just maintain doing the same things you’ve always done. The moments and also fads are altering daily, and the excellent component about online marketing is the capability to pivot as well as modification approaches to stay on top of them.

So, what can you do to keep your advertising and marketing on the right track during unclear times? Think about the following:

1. Double down on content marketing

People wish to know that somewhere out there points are continuing usually (or a minimum of relatively normally). They wish to become aware of more than simply how the virus is influencing the world (and your organization).

Now, more than ever, clients as well as clients require connections indicate their favored companies. You can create these factors to get in touch with by providing one of the most beneficial, enjoyable, interesting material you can.

As you shift your content advertising and marketing strategies to satisfy this need, consider using different sorts of web content, and also keep the understanding and on-point of your message. Videos, eBooks, presentations, podcasts, infographics, e-newsletters … anything stands today.

This is likewise a fun time to look back at a few of your previous web content as well as discover the most helpful as well as prominent items and consider methods to repurpose them and put them back into the flow.

2. Relationships over web links

This may be the best time to switch over away from conventional link structure methods. Besides, coming close to another site with the request for a web link on their blog might not appear extremely sensitive– particularly if that internet site owner is presently having a hard time simply to stay in company.

Their priority is certainly not going to entail editing and enhancing a year-old article to send some link authority your means.

Nonetheless, if you approach those same web sites with the intent to construct a relationship– as in, you wish to produce an equally helpful connection in which you can send out real traffic or leads to and fro– after that now is the moment to truly dive into that type of “link structure.”

3. Retool Your Site

There’s a good chance that your web site isn’t truly prepared to handle the current crisis (after all, who can have forecasted that this is what the world would appear like even a few weeks ago).

Now, this isn’t to say that you require to change your website to include a statement about the results of the infection and also what your business is doing concerning it. Nevertheless, this may be the ideal time to update your Concerning United States web page with appropriate info or to add disclaimers to the Call Us page concerning collaborating with a smaller sized team or details on any kind of product and services web page that might pertain to people’s demands.

This is additionally a blast to experience the website and get rid of things that may not be appropriate at this time or to highlight those products and services that remain in really high demand right now.

4. Focus on Keeping Existing Customers

Getting new clients is going to be tough in a time when everybody is compelled to draw back in on their budgets, hunch down, as well as attempt to wait for all of it out.

This suggests firms need to focus on retention. If you can not bring in brand-new revenue, you’re mosting likely to need to be devoted to maintaining what you have obtained.

That does not, nonetheless, imply that you should press your present clients to remain on and also take an obdurate position on contracts as well as arrangements. Be open and also straight with them. Extra notably, be understanding of their demands. Even if they’re contracted to pay a particular quantity monthly, this is the moment for adaptability.

What Should SMB/Local Companies Do?

A lot of local businesses with a traditional location count on their Google Browse and also Map listings to notify and also get in touch with their customers.

Unfortunately, the details that are currently listed on your firm’s account could be provided obsolete at the decrease of a hat.

Things are altering daily, and that has resulted in service disturbances, forced closed downs, and extra.

Exactly how is a local company to handle these changes?

It is essential to continue to be as adaptable as possible and also prepared to respond to these changes. You need to make certain you keep your positions as well as keep Google informed about what’s taking place at your location.

To that end, Google suggests that businAdjustment your business hrs– Make certain that your listing is showing the proper hours if you have altered them to adapt to the circumstance.
Produce an upgrade article about COVID-19– You can share posts regarding your company through Google My Service. Post an upgrade concerning exactly how the circumstance is affecting your company as well as what you’re doing to manage it.

Make yourself readily available to your clients– Use every method at your disposal to keep the lines of interaction open. This includes using messaging on Google My Organisation app.
Update your business summary– Modification your regular service description to provide even more details concerning your current procedures, just how you are assisting the area, and also if you are experiencing significant hold-ups with your capability to give service or products.

Detect the disclaimer– Google is including a please note to firm accounts to allow searchers to recognize that this information may not be current. If you are a verified service, you can eliminate this disclaimer when you upgrade your service hours.
Currently, what occurs if your business has been closed down, either due to government required or an aggressive option to decrease wellness threats?

If you are closed down, Google wants to know this.

Nevertheless, merely noting your service as shut can damage the rankings you have functioned as long to cultivate online.

This is why Google now allows companies to note their businesses as “Temporarily closed.” The online search engine wants you to rest assured that you will still be “treated likewise to open up businesses and your neighborhood search ranking won’t transform.”

You can do this with a basic process:

Sign in to Google My Business.
In the menu, left-wing, click “Details”.
Indicate the section on the right: “Shut this service on Google.”
Click the arrow to expand this area if essential.
Click “Mark as temporarily closed”.
Exactly how Are You Intended to Market Anything Not “Vital”?
It is feasible for a firm to market “as well difficult” throughout unclear time. We’re all facing difficulties in our lives, as well as we want to make certain business maintains going, but the strategy has to transform.

The key to offering points that aren’t usually thought-about vital during a situation is to encounter the scenario directly and be as beneficial as possible.

Don’t exploit the situation, however, do not ignore it either.

We are enduring a historic occasion today, and also your tone as well as purpose must mirror that.

Make certain your messaging shows understanding and empathy. Remove the old boilerplate stuff that may be inappropriate currently.

Making it through This

As concerned as you have to do with your own company, in this unpleasant time, one of the most vital thing you can do is tip away from the “organization is business” mindset and be as compassionate as possible to the needs of your clients as well as customers.

And also while no doubt transforms in advertising methods and also spending plans are inevitable, we encourage every business to believe strategically and also not destroy an entire advertising and marketing method when a little precision pruning may be enough.

This is a hard time now, and fears and also stress are influencing a great deal of decision making in the business world– leading to a lot of turtling up in a lot of sectors.

It can be tough to expect the time when the markets resume as well as begin appearing like the typical task, but if you remain to purchase on your own and also your advertising and marketing initiatives, you will certainly have a better possibility of returning on course as well as also surpassing your competitors when it’s all over. Online marketing in uncertain times could be a daunting task, but if you follow the tips mentioned above, you can get an edge in this unstable market.

Remarketing: The Secret To Increase Your Sales

 

Remarketing

To put it simply, marketing has one single purpose: to get more sales. That’s not exactly a ground-breaking revelation, I know, but we need to say it to set the stage for the discussion and understand the purpose of remarketing.

Placing ads in front of potential customers has traditionally been one of the easiest ways to introduce your product to the world, but things have changed a lot over the years. While traditional advertisements still have their place, companies no longer have to rely on a chance encounter to get their products in front of their customers.

Now, those advertisements will follow those customers around on the internet. (Which sounds creepy, but it’s really not.)

The thing is, not every customer who sees your ad or comes in contact with some element of your marketing campaign will buy your product. In fact, the majority of people who reach your website for the first time probably won’t buy your product.

Most people browsing the internet will visit and leave pages in quick bursts. Many of them don’t convert while on your website. Some of them may visit while your product is out of stock. Others may just be in the “curious” stage and not ready to make a purchase yet.

All of which may seem discouraging.

But there is something you can do to counter these problems.

Remarketing is a simple solution that can help you stay right at the top of your customers’ minds.

What Is Remarketing?

First, let’s take a look at what remarketing actually is.

At its core, remarketing allows you to deliver ads that directly target the people who have visited your website. When those people leave your website, whether they bought something or not, they will start to see your ads show up in relevant places across the internet.

These ads are just like traditional PPC marketing. These ads may be delivered to your potential customers on other websites, but you don’t pay for anything until someone clicks on it.

Ultimately, remarketing is a strategy that lets you reconnect with potential and existing customers as they browse different areas of the internet. They may have only been curious about your products before, but as they continue to consider their options – and continue to see your brand show in relevant places – there is a much better chance that they’ll come back to your site when they’re ready to make a purchase.

This is why remarketing can lead to higher conversion rates in the long run. It may not be as immediate as you would like (all online marketing takes time), but the returns can definitely be worth it.

How Does Remarketing Work?

Remarketing works on a simple concept, and it’s relatively easy to set up on your website.

You simply place what’s called a remarketing tag on your website. You could technically place this tag on every single page of your site, though it is more effective to focus on specific products or services.

For example, you may want to place this remarketing tag on a page that offers a product that most consumers won’t buy the first time they see it. These might be larger, luxury items that consumers naturally want to research before making a purchase. Or it could be a highly competitive product, where others are offering the same type of product.

Once a customer visits that page, a cookie is left on the user’s browser. If they leave your site without converting, they will begin to trigger your targeted ads through the Google Display Network when they visit other relevant websites.

You can customize how these ads are triggered and where the remarketing tags are embedded in your website, which gives you greater control over who you want to target and how you want to target them.

Remarketing and PPC go hand in hand, and the same techniques used to zero in on the best keywords and segment your audience to ensure your audience is seeing the best possible messaging.

Get Dynamic

Dynamic remarketing lets you take this process a step further. The simplest way to set up a standard remarketing campaign is to simply show these customers an ad for your company.

You don’t have to stick to the same old thing, though. It’s also possible for you to show these customers an ad that highlights the specific product or service that they viewed while on your site. This is particularly useful for eCommerce sites that have a lot of products or many repeat customers.

What Does Remarketing Allow You To Do?

Remarketing offers a variety of benefits for your business. The first and foremost of which is the greater potential to turn a casual visitor into a paying customer.

Remarketing efficiently and consistently can raise conversion rates if employed correctly. Simply put: this is a comparatively reliable way to reach your customers at the time when they’re ready to make a purchase.

Remarketing is also very cost-effective, so even smaller businesses can see a lot of success with this strategy.

You can potentially see a lower cost per impression because you won’t be competing for keyword placement in a Google Search. Instead, you’re specifically targeting customers who have visited your site.

You can also get very specific about how you target your ads. You can send a specific ad to someone who abandoned their shopping carts and a different one to someone who spent a lot of time on a specific page.

And, just like traditional PPC advertising, you will have some hard data on how each ad performs on computers and mobile devices. This, of course, is the kind of information we need to continually evolve and improve your advertisements.

Bring Your Customers Back

Remarketing is a very effective way to reach customers and encourage them to come back to your website and are too good to ignore. You can target customers directly, and since you know they’ve already seen your site and product at least once, you know that they at least have some interest in your business.

Maybe it wasn’t the right time before. Don’t miss your opportunity if the right time comes around a few days later.

Here Is How You Can Make Your Content SEO Friendly

make your content seo friendly

Have you ever wondered why your content is not ranked by Google? It’s probably because your content is not optimized enough to get a good ranking. You need to make your content SEO friendly to get better results.

One relies on the other for success, and vice versa.

Maybe it’s not so much that they are two different beasts, but that they are two sides of the same coin. While these two processes seem to work very differently on the surface, it’s important to understand that they are inseparable, and both are required to grow the traffic to your website.

In previous days, growing traffic was as simple as changing around link structures, adding keywords here and there, or experimenting with your metals. Once those elements were in place, you could start building more links on your site and sit back and watch your traffic grow.

Today, that process is a little more complicated. You’ve probably heard it before, but Google prefers (more like: “expects”) high-quality content over everything else.

“Content is king” is one of those internet marketing phrases that will never go away. If you don’t have good content, you won’t rank very well, and that’s a fact.

But, at the same time, for people to find your high-quality content, you have to have a great SEO strategy to back it up.

The greatest, most poetic, and unbelievably persuasive words won’t help your bottom line at all if Google doesn’t view your entire website as one that offers value or follows best practices.

Where They’re Different

As previously mentioned, SEO and content marketing are two different processes. You could describe the main difference like this: SEO is narrow and technical, while content marketing is broad and holistic.

While this seems like a stark contrast, it makes for a union that works effectively and cohesively.

Where They Overlap

While their plenty of differences between SEO and content marketing, there are also many areas where they overlap. Taking advantage of this overlap and using it on your website is the quickest way to get more people to visit your site.

So, let’s take a look at where SEO and content marketing come together.

  • You can rank new pages with SEO and content. SEO is all about ranking high on search indexes, which can’t happen without you creating new, quality content. As you create new pages, you create opportunities for new rankings and more reach. This, in turn, leads to more keywords you can rank for. Remember, though, that quantity should never trump quality. Better content gets you better rankings.
  • You can optimize keywords with your content. Using keywords in your content allows you to reach better more diverse audiences, including niche audiences. The key to this is using keywords naturally within your content to make your content SEO friendly.
  • Quality content gives you authority. Ranking high on search engines relies on a variety of different factors, including the quality of the content you write. As you use content to deliver keywords and reach audiences, you’ll rank higher in search engines and increase authority with your site visitors.

Why It Matters

It’s not uncommon for website owners to focus strictly on one side of the SEO/content coin and forget the other.

SEO and content marketing both bring important elements to the online marketing table, and you need them both to grow your business. It’s often a really big and complex picture that needs to have everything working together to deliver the best results.

If a company were to simply start to focus on something like blogging at the expense of SEO time, they may start to see a drop in overall rankings.

On the other hand, if that same company were to fixate completely on link building and demand to see 18 new high-quality links every day, they will likely not have enough fresh content to support link building on that scale.

In the end, SEO requires so much content because it wants to grow. Google doesn’t want to see a stagnant, unchanging website. It wants to know you’re building up strong, useful and relevant content so it can deliver the best results for every search, in other words, it wants you to make your content SEO friendly.

While it is possible to use SEO on the same pages over and over, you’ll find that it’s a lot more effective when it’s pulling all this new content under its wings, tying it all together, and pushing it all up the search engine rankings.

Creating a Balance

The key is to use SEO and content marketing together. Yes, SEO requires a lot of content, but that doesn’t mean you should pin all your hopes on that single aspect of online marketing. We want to come at this from all angles.

Maybe blogs aren’t what you need right now. Maybe you should consider some long-form, evergreen content instead. Maybe we should get your user interface updated before we start delving into link building.

There are a lot of moving parts, here, which is why creating a balance between the two is incredibly important.

And it may be easier than you think.

First, identify the purpose behind your website. If you want to simply attract users, focus more on SEO tactics that drive visitors to your site, make your content SEO friendly. If you want higher conversion rates once visitors get to your site, content marketing is more important.

For the most part, however, you should aim to both drive visitors to your site and convert them once they get there. As you create this balance, you’re sure to see your visitors and conversion rates increase.

How To Increase Blog Traffic By 284%

increase blog traffic

A blog can be a powerful marketing and lead-generation tool that also contributes to a stronger presence in the search engines. Every blogging website looks for ways to increase blog traffic

At the same time, it can be a drain on your time and resources that hangs over your head, demanding a constant stream of new content.

Now and then, despite your best intentions, a lot of things can come between you and your blog, creating a rocky relationship that might even result in a temporary separation.

It can happen to anyone.

It happened to us.

The full details of why it happened aren’t important. Positions were shifted. New ones were created. The workload for our clients demanded more time from everyone. Strategies changed. And… does any of this seem familiar in your own company?

Whatever the reason, our blog began to suffer. So, last year, near the end of October, we decided to make the blog a priority and start rebuilding the traffic as part of our ongoing strategy.

Now, one year later, we can report that the traffic to our blog has increased by 284%.

Our overall traffic is up. Our subscriptions are up. Our clickthroughs are up. And far more people are commenting or clicking on our calls to action.

It’s been a long time coming, and while we saw some immediate increases in the first few months, we’re not here to provide some kind of mysterious formula to immediately restore the relationship between you and your blog.

SEO and content marketing takes time, and while a lot of articles may talk about how you can “increase blog traffic in just a few months,” we are going to talk about long-term strategies that have resulted in sustainable growth.

So, if you came here because my clickbaity title made you think this was some kind of miracle, super-fast solution for unlimited traffic, I apologize.

What you will get out of this, though, are reliable and repeatable strategies for consistent blog growth.

Start with a Usable Content Calendar

Sometimes, it feels like half the battle with a blog is coming up with fresh ideas for engaging content. How many times can you write about basically the same thing?

It’s easy to fall into a rut of producing content for the sake of publishing content – it’s there, it’s online, it has keywords, but it doesn’t have a lot of potentials to escape that rut.

The solution we found was to engage more people in the creation of the content calendar.

Even if they couldn’t write anything for the blog, they certainly had the knowledge and experience to recommend some great topics.

We did not just make a Google doc and ask people to help us brainstorm, though. Instead, we sent a Word doc directly to one person at a time and asked them to add some ideas within the next two days.

This way, they could see what had already been suggested and play off some of those titles, and they had a definite deadline. If they didn’t get it done by then, we moved on to the next person.

These titles were eventually organized and put into a content calendar, which included some information that made it more usable than just a list of blog titles. Here, you can see:

  • The date that I wanted to go live
  • Who would write it
  • The type of content
  • The category/topic that the content covered
  • The offer (the call to action) that would be included
  • The actual title
  • Space to track if it had been assigned, written, published, and link integrated

This worked great for a while, but we quickly learned the importance of flexibility in any strategy.

This is, after all, a content calendar, not an untouchable work of art.

For example, the original goal was to produce 3 posts a week and hit the ground running.

However, we soon realized that that level of work wasn’t quite sustainable, or necessary, so we changed the calendar to one post a week, and that has proven to be sufficient for our current needs.

It also leaves us plenty of room to dive in and do more when we can free up more resources.

Historical Optimization – Resurrecting Old Content for Future Benefit

There’s been a lot of discussion around “historical optimization” for a while now, and after reading this article on HubSpot, I figured we’d experiment with it ourselves.

In essence, historical optimization (as defined by HubSpot) goes something like this:

  1. Identify posts that are worth updating (could be more comprehensive, could have higher conversion potential, could focus on keywords that are worth targeting, etc.).
  2. Look for posts that have middling rankings. I.e. posts that rank around the bottom of the first page of results or somewhere on the second. These have the most potential value.
  3. Update the content with new additions, updated data, and improved quality. These should be noticeable improvements – not just a couple of grammar fixes.
  4. Optimize the post for conversions by including more relevant CTAs.
  5. Publish the updated post as new, but on the same URL, and promote it as usual. However, you should also include an editor’s note that explains when it was originally published and why it was updated. We’re not trying to fool anyone with this, so be open about it.

Our first experiment with historical optimization was timed to take advantage of the season.

November was right around the corner, and our article titled: “Online Marketing for Black Friday – The Ultimate Guide” had performed well in the past. It looked ripe for an update.

It was still ranking well for “online Black Friday marketing” terms, but after its initial publication in 2013, it didn’t generate much traffic over the next couple of years.

So, I double-checked and updated the data and information, added some new stories, modified the graphics, and republished it. The results looked like this:

Of course, the seasonal drop-off was expected, so while it didn’t provide any long-term traffic, it did get our new content push off to a great start.

Also, note the stats for November of 2017. We didn’t do any historical optimization on it this year, but we did promote it on social again. The spike this year wasn’t as big as the last, but it did still perform better than it had before re-optimization.

We tried this process on a few other blogs and, while we saw some success, it wasn’t all that impressive.

So, we decided to ignore one of the normal guidelines.

In the articles I read about historical optimization, most recommended using posts that were a year or two old, tops.

But here’s the thing: in the previous year or two, we didn’t have that many great posts to pick from (remember how we talked about our blog not getting the attention it needed the previous year?).

We did, however, have a really old blog post that still got some traffic and, more importantly, seemed to address a question that a lot of people were asking.

And that question was: What is an SEO Specialist?

This was originally posted in 2011.

Let me say that again: 2011!!!

Is that something that fits with this notion of historical optimization, or are we just being silly at this point?

Well, on February 8 of 2017 we gave it a go, and here’s what happened:

None of us expected to see it attract that much traffic that fast. Nearly a year later and this is still one of our top-performing blog posts.

So, this historical optimization works right? Why not just do this on every blog that seems to have even a little modern relevance to it?

Well, because there is more going on here.

Extra (but relevant) Lesson: Content Doesn’t Exist in a Vacuum

Notice that from February of 2016 to August things were pretty much a straight line of mediocrity – right up until that noticeable traffic bump in September.

This was because our VP was doing a lot of long-overdue work on the site.

He wasn’t doing anything to the blog, just taking care of a lot of the technical SEO details that needed an update.

As a result, we saw a lot of traffic increases like this across the board.

Why is this important to mention here?

Because there’s a tendency to believe that one can “SEO a page” and be done with it.

It doesn’t work like that, though.

SEO is big picture stuff. You can’t just do “the latest SEO thing” on one page and expect to succeed. You go big or you go home.

Would this page have performed as well without taking care of those technical details first? It’s hard to say for sure, but we can say that it at least contributed to the more explosive growth.

So, the moral of the story is: content marketing and SEO go hand-in-hand, and you can’t do one without the other.

Topics are More Important than Keywords

In the last few years, we’ve also seen a lot of people talking about the importance of focusing on topics over keywords. This article, in particular, caught my eye, but there is a lot of information around this idea.

In simple terms, the process works a lot like this:

  1. Create a “content pillar” based on a specific topic. (In our case, we would focus on using each of our service pages like the topics and the content pillars.)
  2. Create supporting content based on the long-tail keywords that are related to that topic. This will help you cover a wide range of subjects and even help you fill out that content calendar.
  3. Link all the related content together. This way you’re effectively creating several “topic networks” within your website.

This idea of a topic network was very appealing, and it fits in well with historical optimization strategies.

After all, we’ve already got a ton of information surrounding that topic. We just had to go back and update those blogs with links to the content pillars as well as some of the other relevant blogs.

Get Your Social Sorted

Effective promotion is, of course, another cog in this grinding machine. Previously, we were at least guaranteed to post at least once on our social media channels about a new blog, but that was about it.

We never really revisited all our content after the initial posting, so we knew that had to change.

Many of you may have seen various charts and graphs floating around that recommend several posts for every social media channel and how often they should be posted.

Most of those were a little heavy-handed for what we wanted.

The idea was to get the word out about the blog posts, not to flood our channels with reminders to look at our stuff.

So, the formula we used was something like this:

  • 2 Facebook posts – One on the launch, one a month later
  • 3 Tweets – One on the launch, one a week later, and the last one a month later
  • 1 LinkedIn post on the launch
  • 1 Google+ post on the launch
  • 1 Pinterest post if it related to an infographic or something similar

And now, going forward can start bringing some of these year-old posts back into the social rotation and get even more value out of them.

Summing It Up

It’s fun to say things like “the results speak for themselves,” but in this case, I felt the need to add the other 19k works on top of the results. So, if you didn’t make it through all of that, here are the takeaways.

  1. This is not an overnight solution for more blog traffic. It’s a sustainable method for constant growth.
  2. Build a foundation on a usable content calendar. Be sure to leverage the individual knowledge and specialties of people in the company so you can cover a range of important aspects.
  3. Re-optimize older blogs that still have some traffic or conversion potential.
  4. Remember that your overall SEO strategies will have a big impact on your blog traffic, so don’t just publish and hope for the best.
  5. Improve your site-wide strategy by focusing on topics rather than keywords.
  6. Make sure you’re supporting all these steps with proper promotion across your social channels.