She’s even got pretty pictures!
Rachel over at Designer Blogs has just posted a blog design survey that she gives her potential clients who are wanting her to quote on blog design.
I think its a pretty helpful list for those thinking through a new blog – whether they are getting a professional to design it or are doing it themselves.
This is the second part of a post on extending the life of Evergreen posts. Take a look at the first part here.
Related Articles – Many Bloggers use a ‘related articles’ feature in at the bottom of each of their posts. In most cases these are automated links from a plug in. WordPress and Movable Type both have such plugins available.
Once again such a strategy is good for both getting readers to go deeper within your site and for your search engine optimization.
Deep linking within posts – Similarly deep linking is an effective strategy. To actually refer to previously written evergreen posts within an article (where relevant) is another strategy that you should consider. This could be more effective than a ‘related articles’ feature simply because you have a bit more control about their positioning and the links that you highlight. Also people are more likely to take an ‘in content’ link recommendation than an automated one – it will also mean that the links is a highly relevant one – which SE’s tend to like.
Site Maps and Highlighting Categories – Whilst these may not specifically increase the profile of Evergreen posts – highlighting other key pages on your site (categories especially) helps to generate repeat page views and assists the Search Engines in indexing your blog. What you should be aiming for is that a reader or SE bot should be able to navigate to any page on your blog within two or three clicks. The simplest way to do this is to have your categories listed in your sidebar or menu and to use a pagination system (the little numbers at the bottom of this page that lead you to different sets of older posts).
What I’m really highlighting here are different ways in which you can interlink your site whilst highlighting your key pages.
So take a surf through your archives and make note of the underrated evergreen posts that you find and consider finding places on your blog to highlight them. You might be surprised what impact it has.
Feel free to share what strategies you use to highlight your evergreen posts in comments below.
Last week I wrote about the nature of two types of blog posting in Evergreen vs Time Related Posts (or posts that are long lasting in their relevance and appeal to readers versus posts that are time or event specific). I wrote that each can be profitable forms of blogging – but I failed to give any tips on how to get the most from your Evergreen Posts.
One of the best ways in which you can lengthen the longevity of your posts and take them to ‘evergreen status’ is to be smart about how you integrate them into your blog.
Let’s look at how most blogs operate.
- You write a wonderful post with evergreen potential and hit ‘publish’ – your post appears in the prime position of your blog – front and centre where anyone coming to your blog will see it. At this point it will be read by virtually everyone who comes to your home page.
- You write another post an hour, day or week later and your evergreen post begins its decent down your page. You might allow 10 posts on your blog’s main page and so after 10 new posts it slips away into another blogging dimension – your archives.
- At this point your post drastically reduces its chances of ever being read again in large numbers – it is out of site to your readers and because its no longer on your main page the chances of search engines sending traffic its way decrease also.
So what is a blogger to do? Is there a way (short of letting your main page contain 100 posts – and slowing to a crawl) of keeping your wonderful post in the spotlight?
I’d like to suggest that there are a number of ‘in house/on blog’ strategies that smart bloggers use to increase the life of their evergreen posts (note there are also off blog strategies that I won’t go into here). Let me outline a few before I invite your opinion:
I’ve had (and probably fallen for) this kind of temptation myself – but think its probably the blog and your readers who suffer most for it.
I was just surfing by this blog and was struck by the layout there (screen capture above – click to enlarge).
The screen capture is of an individual archive page that I surfed into from an RSS feed. When I got to the actual site I found myself asking ‘where’s the content?’ (it reminded me of one of those ‘Where’s Wally/Waldo books’). Perhaps its just my screen size (15 inch) but as you’ll see from my screen capture the content’s heading was the only part of the content to show above the fold – the rest of the page was almost completely affiliate links (hidden as recommended reading), cross promotion to other parts of the network and ads.
Once again – I too feel the temptation to smother some of my blogs in ads and on some of them could be accused of similar tactics – but I wonder what it does for building a loyal repeat readership? To be honest coming to a page like this doesn’t inspire me to come back – not because of the content (they often have good stuff there) but simply because it is so hidden amongst the rest of what the page has.
My recommendation to bloggers is always to work on content – provide relevant and useful information for your readers – put it in a clearly identifiable and easily found position and don’t fall for the temptation of the quick easy buck.
Arieanna asks her readers if they are influenced by pictures in posts? She writes:
‘I notice quite often that I scan blog posts quite quickly to pick up on one of two things: keywords in the title or pictures. One or the other has to catch my eye to stop my scroll down the page.’
I’m a big believer in catching the attention of readers by whatever means is needed – picture, keyword, intriguing title, promise of free gifts (ok – not that one – yet).
I got to look at some Eyetools results for one of my blogs recently and was intrigued to see how pictures inside a longer article can actually help to draw readers eyes down the page. Very useful strategy.
Do you use photos in posts? What’s your strategy? Do you think it works?
PS – why did I pick the above photo for this post? It was the first one I found in iPhoto – of a few of my mates who watch me blog all day.
Duncan over at The Blog Herald has a great post on Making your blog sticky which is a second post (first one is here) on what he’s doing at his great blog to make readers stick around after surfing in for the first time to one of his individual archive pages. Its a great article with some useful tips that I’m going to consider playing with.
I am particularly interested in his experimentation with the ‘Recent Posts’ plug in that he’s implemented at the base of each of his posts. I’ve been considering doing that on one of my blogs which has struggled to get people to view more than one page per visit.
In making this move on Blog Herald he now estimates that 60% of his readers now read more than one article on his blog per session in comparison to 10% a month ago. Thats a serious improvement!
Greg over at Eyetools Research gave me a call on Skype a few weeks ago to talk to me about blogging, Adsense and his wonderful Eyetools Research which I was fascinated in. If you haven’t checked out Eyetools can i recommend you head over to his blog and have a look because its not only fascinating – its also full of very useful information. In short Eyetools is a eyetrack testing tool that watches where people look when they read your blog and creates a wonderful heat map to graphically represent what the hot spots on your site are.
Greg generously ran an eyetool test on one of my blogs and I was very impressed with the results – it explained a number of things and taught me a few valuable lessons in positioning of ads, blog design and layout and the use of different formatting techniques.
Greg today posted that he’s seeking bloggers expressions of interest in a eyetracking “Community of Learning” for bloggers. Read more about what this means at his blog but take it from me that the types of things that Greg can tell you about their research would be well worth paying for and its a program I’m keen to explore more of myself.
One of the ways you can make your blog more engaging for readers is to consider adding a feature that I’ve noticed that some bloggers are increasingly avoiding using – an About page.
About Pages: Two of the most viewed pages on my blog here are my About ProBlogger and About Darren pages – this gives me some indication that people reading this blog are a little curious about what this blog is about and who is writing it. This is the case on most of my blogs.
I can only speak for myself – but one of the things that frustrates me about many blogs is that they lack much in the way of information about the author/s of them. For some blogs this is more important than others (and its a personal preference thing about how much authors choose to reveal of who they are) but I find pages without an About page can be quite frustrating.
Why have an About Page?
There are a number of advantages of About pages that bloggers should consider. [Read more...]