I have few certainties in life and one of them is that you want to see your company with strong position in Google’s search engine. And if you still do not have this ambition, I am sorry to say you late. Inbound Marketing (attraction marketing), if well properly, is one of best ways to increase organic traffic to your website.
So far, according to Google Analytics, there are three ways to attract audiences to your blog. By direct traffic, briefly is when a person types the address of your website in the navigation bar or makes it as a bookmark and accesses it. In organic traffic, mentioned above, someone finds your website by searching on Google, for example. Already paid traffic, as the name suggests, is done through paid ads – it appears at the beginning of the search.
Why increase organic traffic?
Before we go to the real reason that brought you here, “how the old posts in your blog can help you”, I need to explain why organic traffic is important. As I said, organic traffic happens through a search engine. And the other certainty that not only I but you also have is that no one goes far beyond the first page of results. Take the surveys you do as an example.
That is why some strategies should be taken into consideration when formulating content for your blog. If the SEO technique (Search Engine Optimization) is well enforced, for example, the chances of your website appearing among the first ones are higher. However, it is not enough to use the technique and not understand what your audience wants from you.
It would be very strange for VIANEWS to appear in a result on how to prepare a meal. Maybe a visit would be generated because of that, but we would not have any conversion. After all, our services are focused on public relations and digital marketing. In addition to not picking up leads, trust in us would be zero.
What techniques can I use?
In addition to SEO you can also diversify the content model, rather than just using text. That is, put some image or use infographic. Many blogs make video or audio and put together written text equal to what is being spoken. Believe me, this is good practice because you give the choice to your visitor, in addition to making the website accessible in communication.
Another important tip is to share these content on social media. Sharing is much more practical by this means. But before investing money in a social media, study where your audience is. Putting all your time and money on Facebook being that your audience only accesses LinkedIn will not help increase organic traffic.
Exchanging byline articles with non-competing companies is also good practice. The partnership must have a public similar to yours, so that there is no mistake. That way, your blog will have more diversity with respect to the experts who sign the content. In addition, you can also embed links that redirect to each other’s website.
A good practice for the “eyes” of Google is to make your website responsive and scannable. When the website is responsive it adapts the size according to the size of the screen that the person has accessed, since a traditional computer there is a smartphone. The “scannable” part is not technology, but rather how you format your text. Leaving the text to the left and not justified, with short paragraphs and subtitles helps the reader to identify what their reading will be like. No matter how long it is, when there are breaks, it makes reading easier.
And what do the old posts on my blog have to do with this?
All. You can take advantage of the old contents of your blog to increase organic traffic in a simple way: updating it. To do so, consider the relevant posts. It does not help to update data or reprom a content that at no time generated leads for your company. Besides the update, you can continue there is a relevant post from your blog. Basically, produce the two part of your content.
Identified the ideal content, update the data, adapt the language, bring news and even insert video, for example. HubSpot, developer and marketer of software sales and Inbound Marketing, has made its organic traffic grow more than 100% with this practice. In addition to doubling the number of leads with the update of old posts.
One fact that should be emphasized here is that in addition to updating your post you should give special attention to SEO techniques. Make sure you have the proper keyword, title and meta description, as well as the other reviews within the optimization. However, avoid tweaking the page URL – unless you know how to redirect the old link back to the new link.
The reader, when accessing the content, and verifying that it is not updated, does not remain in the blog. Affecting the metrics of your website will consequently make your website irrelevant. And do not forget to leave the date it was modified, leaving the date the content was created.
Then my benefits will be…
Yes, in addition to increasing organic traffic you get other benefits from that. Among them is to strengthen or even generate the authority of your company. Whoever finds your content will feel more confident in the products/services you offer. In this way, it will be a reference in the area in which it operates.
Being a reference in your segment you can increase conversions. The famous sales funnel, or customer’s journey, can be worked effectively. And leads have great chances of becoming customers. Therefore, the use of appropriate keywords for your work is of extreme importance.
Last but not least, show your old content at the end of each post. That way you keep your reader inside the blog, lowering the bounce rate and increasing overall website engagement.
Still have questions? We can help you manage your blog and generate content of relevance. Contact.