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PPC: A Viable Alternative to Organic Traffic for Bloggers?

This is a guest contribution from Nicholas Whitmore, freelance journalist and website content editor.copy

With search engine traffic becoming increasingly difficult to rely on, it’s important for bloggers, like you, to think of different ways to drive people to your website. After all, there’s no point in blogging if no one is going to read what you write, right?

One question I’m asked a lot is whether PPC traffic is a viable alternative to organic search engine traffic, from the point of view of a blogger. It’s something I’ve looked into, experimented with and drawn my own conclusions about.

It’s not free

You didn’t need me to tell you that PPC traffic isn’t free, but I wanted to get it out of the way.

The main different between PPC and SEO is that you pay on a cost per click (CPC) or cost per mile (CPM) basis. Whereas organic traffic is served on a golden platter to your website completely free of charge, PPC traffic costs you real money. 

The fact it costs money isn’t a problem in itself. Hundreds of thousands of websites use PPC, so it is definitely worth it in a lot of situations.

A few merits of PPC

Some people point blank refuse to use PPC because they don’t like the idea of paying per click or impression. Each to their own – but here are a few reasons you might consider using PPC advertising for your blog:

  • Instant traffic: As soon as your site goes online you can drive traffic to it. Whereas organic traffic can take months to arrive, PPC traffic is nigh on instant.
  • Turn it on & off like a tap: Going on holiday? No problem! Pause your PPC campaigns and you can pick up where you left off when you get home. You can’t do that with SEO.
  • Highly targeted: Depending on the campaign settings you choose, PPC traffic can be just as targeted as organic traffic if using search networks on Bing or Google.
  • Control: You’ve got control over loads of factors including ad copy, landing pages visitors are directed to and more – it’s a great way to split test pages on your site and optimise them for conversions.
  • You’re billed after the traffic is received: If you’re really good at what you do, you can maintain a positive cash flow from day one – providing you make more money than you pay in costs.

Return on Investment (ROI)

Some bloggers I know cram their blogs full of affiliate links, adverts and sponsored editorial content. The more traffic they get the more affiliate sales they make, the more advertising revenue they receive, the more they can charge clients to publish sponsored editorials.

These aren’t your average hobby bloggers – they’re calculated people aiming to make serious cash. There’s nothing wrong with that though.

Other bloggers I know have vast sites that ooze authority and popularity – but their owners have made no effort whatsoever to monetize them. They just don’t want to for one reason or another. Their blogs are hobbies, interests – but not apparatus for making money.

It’s clear that in the former example, there’s some ROI to be calculated – the difference between the PPC expenditure and the sum of the income from various revenue streams. For the later example there is no ROI, because the blogs aren’t being monetized.

If you’re attempting to monetize your blog in any way, shape or form, it’s generally a good idea to at least dabble with PPC traffic. If you’re not going to monetize your blog at all and it’s just a hobby, there are few merits to throwing money at traffic – you’ll never make that money back, so what’s the point?

Define your goals

The original question posed in this blog is whether PPC traffic can be a viable alternative to organic traffic for bloggers.

In truth, the only person that can answer that question is you. It’s important for you to define your goals as a blogger – if you’re going to create value and generate revenue somehow then PPC will almost certainly be a traffic generation method you should use.

Examples of value generating techniques bloggers might use when driving traffic via PPC include:

  • Adverts
  • Affiliate links
  • CPA offers
  • Physical products for sale
  • Services for sale
  • Email list opt-in (addresses can be used in future email marketing campaigns)

All of the above are reasons why a blogger might pay to send traffic to their website using PPC.

Even if PPC is useful, is it really an alternative?

There’s a difference between something being useful and something being an alternative.

The problem a lot of bloggers and website owners have is that they’re overly reliant on one source of traffic. They invest all of their time and effort into that one source of traffic – when that goes belly up their interest wanes and their blog dies.

PPC isn’t an alternative to SEO traffic. The two should be used in tandem – they complement each other perfectly. They should also be used alongside traffic generation techniques like social media marketing and email marketing.

To conclude…

Most people look for an alternative to SEO because their organic traffic has come to an abrupt halt – usually due to a search engine algorithm update.

By putting all of your eggs in one basket (and focusing solely on SEO) from the outset you’re asking for trouble. If you put an equal amount of time and effort into various marketing practices like SEO, PPC, social media and email marketing, if one of your campaigns goes badly wrong, you’ve got the others to fall back on.

If you’re a hobby blogger and you make little or no money through your website, PPC is probably not something you should look to experiment with. If you’re a blogger that monetizes your website, PPC is very useful indeed.

That said, PPC shouldn’t be seen as an alternative to any other traffic source though – the most successful blogs and websites draw traffic from multiple sources including search engines and social media.

Nick is a freelance journalist and website content editor from http://www.contentwriting.org. He writes extensively about the art of blogging, as well as online marketing techniques such as SEO, PPC and SMM.

Blogging, and Twitter, and Readers…Oh My!

This is a guest contribution from Courtney Gordner.

If you want to maximise the potential of your blog, it’s essential that you interact with your followers. And if you want to interact with your followers, you need to know where to find them.

When they’re online and not reading through your latest post, odds are, they’re engaging with social media.  This is exactly why if you have a blog, you should be interacting with your readers on Twitter.

But hang on just a second.  Before you jump right into linking your blog with Twitter, you should take some time to make your blog “Twitter friendly.”  Here’s how this is done:

Creating a Twitter-Friendly Blog

Be Familiar with Your Target Audience and What Interests Them

It’s tempting to think that your blog should be all about your interests, but in reality, if you want to accrue a consistent readership, it’s essential that you write for your audience.

With this in mind, you should develop a marketing persona to understand the needs and priorities of your audience and a social media persona to know where they gather and interact on social media.

Use a Featured Image

Pictures, infographics, and visual aids draw readers in and grab their interest. Pictures should be properly formatted and appropriate for your content. Also, images of people are especially effective, so they should be used whenever possible.

Twitter Tools to Use with Your Blog

Use the Sidebar

Ask visitors to follow you on Twitter in your sidebar. Maximise the value of your blog by getting readers to interact with you on other social media sites.

It’s likely that visitors are already spending a lot of time on these platforms, and if you want to attract more readers, you need to go where the people go.

Incorporate Social Sharing Icons Above and Below Every Post

This is especially effective with your readers who are visually oriented.

Linking Twitter and Your Blog

Develop a Blog Profile

In your blog profile, you should give information about your blog, along with providing its URL, a current description, and gravatar.  The name you use on Twitter should be consistent with your blog.

Make Your Blog’s Brand Part of Your Twitter Image and Background

Since you’re using social media to enhance your blog’s brand, you should make sure that your Twitter profile uses brand elements that identify with your blog.

Enlist the Help of Your Friends

Share posts from your friends on your Twitter page, and have them return the favor by sharing your posts on theirs.

Keep Your Eye on the Competition

Use your personal account to follow and interact with your competition on Twitter.  The benefits of this are twofold:  first, it allows you to develop relationships with people who may be interested in your content; secondly, it gives you ideas for other topics to address on your blog.

Optimizing Your Blog’s Potential with Twitter

Tweet Each Blog Post Multiple Times 

Since people on social media live across the country in different time zones, this helps to ensure that your posts get noticed.

Condense Blog Posts into “Tweetable” Chunks

For more lengthy posts, roundups, and lists, make the most of your content by creating a set of tweets to be posted over an extended period of time.

For Reader Accessiblity, Pre-Format Tweets

This works especially well with quotes and data roundups.  To promote tweeting, use Clicktotweet.

Extend Your Blog’s Reach with Optimal Hashtags

Keep your audience in mind as you evaluate the relevance of the content for your hashtags.  You should use a maximum of three hashtags and keep them separate from the body of your message.

Publish Your Tweets With a Scheduling Tool

Scheduling tools allow you to set the time you want your tweets to appear.

Express Gratitude Towards People Who Share Your Blog Posts

They will appreciate the recognition, and by thanking people, you can develop and strengthen your social media relationships.

Join Pertinent Twitter Chats

Joining chats on Twitter is another great way to build social media relationships.  Consider joining #BlogChat on Sunday evenings to learn ways to optimise your blog and interact with other bloggers.

Interacting with your blog readers on Twitter shows readers that you care about them and value their input.  It helps you maintain your current readership and even allows you to draw in new readers.

So, if you want a widely followed blog that can’t be beat, the answer is clear:  you better start to tweet.

Courtney Gordner is a blogger with a passion for all things internet, social media and SEO. She learned her skills while working for an internet marketing company.

11 Ways I Diversified Traffic Sources for My Blogs to Become Less Reliant Upon Google [With a Surprising Twist]

Yesterday I shared the story of how back in 2004 I almost losing my business overnight. That big blip made me realise that I had too many eggs in one basket when it came to both traffic and income.

At that time the basket that all my eggs were in was ‘Google’.

I was reliant upon Google for most of my traffic and most of my income (by monetising purely through Google AdSense).

Over the next week, I want to suggest a number of ways I’ve tried to diversify my business since 2004, to build something that isn’t quite so reliant upon any one thing.

My hope was and is to build a business that could survive any one source of traffic, income stream, type of content or trend disappearing.

Today I want to start with the most obvious area and one that was a big problem for me….

Diversifying Sources of Traffic

Rather than a single stream of traffic I've been trying to grow multiple streams.

Rather than a single stream of traffic I’ve been trying to grow multiple streams.


Yesterdays story is the perfect example of why this is important. I was reliant upon Google for around 80% of my traffic so when that traffic all but disappeared – so did my income.

If I’m honest with myself I think I had become a little complacent about traffic in 2004.

Two years earlier I had worked hard to grow my readership. Every day I networked with other bloggers, submitted content to other blogs, engaged in forums on my topics, commented on other blogs, learned about SEO and much more. The result was growth in profile and traffic. All of the above also contributed to a growth in search engine rankings.

So in 2004, when I was getting decent traffic from Google and was making a decent income, rather than pushing to grow my blogs through every avenue available, I’d allowed myself to become reliant upon search traffic and stopped pushing as hard.

That traffic disappearing was a wake up call that I needed. I’m actually grateful for it because it started a sequence of events that led to much faster growth of my blogs.

At the time I decided to do a number of things to grow new traffic streams to my blogs including:

1. Identifying WHO I Wanted to Read my Blogs

Part of this process was paying more attention to thinking about what type of reader I wanted to attract to my blog. This thinking later led me to create reader profiles for my blogs.

Action Item: spend some time working on reader profiles for your blog.

2. A Renewed Focus Upon Creating Great Content

It dawned on me that I’d not only become a little complacent with growing my readership but I’d probably also become complacent about creating compelling and useful content for my blogs.

This wakeup call changed all of that. I began to identify my readers’ problems and needs, and write content that served my readers rather than content that I thought might rank well in Google. In doing so I created content that made a big impression upon the readers I did have – and they did the next step, sharing it with their friends!

Action Item: spend a little time each day dedicated to trying to understand your readers needs. This might be by creating a survey for your readers, engaging with readers on social media, running a poll or discussion oriented post or perhaps even shooting some emails out to those who’ve left comments on your blog to try to get to know them.

3. Writing Content on Other Blogs as a Guest Author

At the time the term ‘guest posting’ wasn’t that common but people did feature content from other bloggers from time to time. I sought out a number of these opportunities and they drew new traffic to my blog but they also helped me get ranking again through new incoming links to my site.

Action Item: identify a few other blogs in your niche that accept guest posts and try to come up with some ideas to pitch them for posts.

4. Starting a Newsletter

At the time I didn’t realise how important this would end up being but I started a free newsletter for readers of my site.

I offered to email monthly updates to anyone who signed up with the best content from the blog. It started very slow and initially only sent a trickle of traffic to my blogs each week but today we now have over 1,000,000 subscribers and each week when I send these emails the result is great waves of traffic.

Action Item: if you’ve not got a newsletter already, set one up today!

5. Promoting Other Subscription Methods

At the same time I began to realise that I should be working hard to promote other ways to subscribe to my blogs. I began to promote our RSS feed more prominently both in navigation areas but also occasionally in blog posts.

Action Item: when was the last time you mentioned your RSS feed on your blog? Perhaps it is time to incorporate a Call to Action to subscribe to it?

6. Social Bookmarking

Back in 2004/5 social bookmarking sites were just starting to hit the scene. Over the next few years we saw sites like Digg, StumbleUpon, Delicious and Reddit rise in popularity. I didn’t spend a heap of time on them but certainly began to create occasional content that I thought might have a ‘shareable’ appeal to it which led to some great spikes in traffic when that content did hit the mark and get shared around.

Action Item: spend a little time on sites like StumbleUpon or Reddit to research the kind of content that gets shared around on the topics that you write about.

7. Social Networking

At the time there wasn’t a lot of social networks around but in the years that followed I certainly began to jump onto networks like Twitter, Facebook and Google+ as a way to engage with readers but also drive traffic.

Action Item: another thing to spend some time researching is what social networks your readers are on. You can find this out with a survey or poll – but also check out what other blogs in your niche are focusing their energies upon.

8. Networking

I also spent more time getting to know other bloggers at this time. At the time as there were so few social networks this was largely done through commenting on other people’s blogs and email.

At one point in my early years I made a point of emailing one other blogger in my niche (or related niches) every week. This led to some great friendships and a few profitable partnerships in time too.

Action Item: Set a little time aside this week to reach out to another blogger in your niche. You never know where it might lead!

9. Events

2005 saw me make a decision to start finding readers to my blogs through attending and running events. It started very humbly by me running some free workshops in my local library to 20-30 people at a time but in time I saved enough money to attend some conferences relevant to my content – and eventually even got invited to speak at a couple. All of this helped grow traffic, little by little.

Action Item: is there a meetup or event that is running in the coming months in your local area that relates to your niche? If not – why not try pulling one together? It need not be anything major – even a small gathering could lead to some interesting opportunities.

10. Personal Interactions with Readers

At this time I also realised that while all my Google traffic had vanished, I still had something pretty powerful – I had regular readers. The people who had already subscribed via RSS or had bookmarked the site in their browser were real people and they were connected with a lot of other people.

Rather than spending all my efforts looking for new readers, I decided to spend some serious time looking after the ones I already had. So spending more time in comments on my blog, emailing readers to thank them for contributions, linking to their blogs, running site challenges and engaging with them on social media all helped to build relationships which led to readers telling others about the site.

Action Item: look through the last comments left on your blog and choose one reader to give some personal attention to. Shoot them an email, visit their blog, follow them on Twitter – get to know them!

11. Pitching Other Blogs

Another technique that helped grow my blog a lot at this time was promoting the content I was writing to other bloggers in the hope that they might link up. I didn’t do this for every post but when I’d written something that related to the topics of other blogs I would email those bloggers suggesting that they take a look.

Back in 2004, this would often lead to those other bloggers blogging about it. Things have changed a little and I find that most times these days when you pitch other bloggers they share the posts on Twitter or Facebook – perhaps not quite as good as a link on a blog but still a great way to grow your traffic.

Action Item: Choose the best post you’ve written in the last few weeks and find a blogger to shoot the link to. Before you do – check out my post on How to Pitch Bloggers which is written for PR people but is also relevant to us sharing our content too.

The Twist: An Unintended Impact of Doing All of the Above

My intent with engaging in the above strategies was to diversify the sources of traffic coming into my blog and become less reliant upon search engines.

I’m glad to report that the strategy worked and traffic from other places did increase, however the unintended implication of doing all of the above was that my traffic from Google actually increased too!

While I’d previously done some SEO on my blogs with limited success this intentional effort to grow my readership from other sources than Google actually increased my search rankings higher than they’d ever been before.

The satisfying thing is that while I’d hate to fall out of Google again my business today wouldn’t but sunk by that happening. It’d hurt – but the blow wouldn’t be fatal any more.

Further Teaching on Finding Readers for Your Blog

Looking for more teaching on the topic of growing your readership? Check out my free webinar on the topic here (it’s completely free without any need to register).

You might also like to read my recent post that analyses 5 posts from the first year of my main blogDigital Photography School – and how they led to 6 million views since publishing.

PS: in the coming days I want to turn my attention to other areas that I think it might be wise to diversify in as a blogger.

5 Fundamentals That Determine How Fast Your Blog Grows

This is a guest contribution from Tim Soulo.

This year I’ve managed to grow a photography blog by 500% in about 6 months and I think I’ve learned something along the way.

I was following five fundamental things that you can learn from any marketing blog, but I like to think that I’ve made a few personal discoveries about each of them.

And the most important of all the discoveries is how these five fundamentals unite into one solid strategy. Once you comprehend it ­ your blog will start growing.

So let’s see if I’m good enough in sharing what I’ve learned.

1. Write Mind Blowing Content

Writer's warm-ups

Image copyright Robert Kneschke – Fotolia.com

I know it’s been said thousands (if not millions) of times how much the quality of your content matters. But let me try and give you a deeper understanding of this matter.

Poor content doesn’t get shared on social networks.

Of course you can always trick people into sharing your articles with all these “Social Locker” plugins (those will hide the content from readers unless they click on social sharing buttons). But this will only get you so far.

If your content is poor ­ there’s no motivation for visitors to click the “tweet” button.

Unless of course you have a raving community of fans, who will support just about anything you do. But…

Poor content doesn’t attract fans.

How can you expect a person to stick with your blog if he can hardly make himself read the first few paragraphs of your boring article?

Remember this: every time you allow yourself to publish a mediocre article, you lose a few potential fans (and maybe a few existing ones as well).

Most free content is poor content.

I think many blog owners will support me on this one. How many guest post offers do you guys get per week? And how many of them are actually worth being published at your blog? Hardly a few.

And that is one of the reasons everybody hates SEO guys.

They order cheap content from freelance copywriters (like $5 for a 500 words article) and then send out canned emails to every blog they’re able to find, offering this poor content.

In their turn, lazy blog owners are often tempted by the chance to publish a ready­made article on their blog. Somehow many of them still think that the more posts you publish, the better your blog performs.

And, to be honest, it’s not just SEOs. Many bloggers will challenge themselves to something like “write 3 guest posts per day for 30 days” in order to promote their blog.

But can one write 90 awesome articles in a month? No. Maybe 30? Sorry, but No. I guess this very post will take me 2­3 days to be finished (but I’m not doing this full time of course).

Even the content you pay for can be lame.

At a certain point you may feel you need to hire a few people to help you with your blog. Well, the fact that you pay them doesn’t mean they will write great articles.

Unfortunately most of the so­called “freelance copywriters” will treat their work as a routine, where they exchange a certain amount of words to a certain amount of money. While in an ideal world, they should be looking for someone to pay them based on their level of expertise and the amount of effort they put into their work.

So now you understand why poor content won’t get you anywhere. Here’s what you can do about it: learn to write awesome articles.

2. Get Serious About SEO

SEO flow chart SML

People should be able to find your awesome articles. And Google is where they will search for them.

But you have to do quite a few things to make your articles rank well in Google.

On the photography blog, that I was talking about earlier, the traffic from Google was growing by 10­15% each month. And surprisingly I didn’t do much to achieve that.

So what are the basics to get you started?

Learn to pick relevant keywords.

As they tap into SEO, most bloggers will always go for very broad and popular keywords… and fail miserably.

I mean for a post titled “10 Leather Camera Bags Reviewed”, newbie bloggers will pick the keyword “bags” ­ as it’s more popular and should bring more traffic once you’re on the first page of Google.

But what they don’t understand is:

1. Shorter, broader, more popular keywords are much­much harder to rank for. So you’re doomed to stick somewhere at page 15 of Google’s search results with no visitors.

2. A person searching for “bags” is not necessarily interested in “camera bags”, with even a smaller chance of being interested in “leather camera bags”. So why do you want to show him your article anyways?

Think logically. You want to show your post to people that search for “leather camera bags” or, to be even more precise, “leather camera bag reviews”. That’s the keyword you should go for.

Learn to optimise your articles.

I guess the majority of you guys know it already, but I can’t just make gaps in this article, so…

In order to optimise your article for a certain keyword, you should put it to:

  • Title of your article;
  • Headline of your article;
  • URL of your article;
  • Meta Description of your article;
  • Content of your article.

And there’s a handy free plugin for WordPress that will help you do this ­SEO by Yoast.

Build links.

The last ingredient of your success in Google is links pointing from other sites to your article.

Where do you get them? Just reference your articles all the time!

  • Writing your next post? ­Reference a few of your past articles.
  • Writing a guest post for another blog? ­Put a few links to your own articles.
  • Writing a comment somewhere? ­See if a link to a post of yours would be relevant.
  • Writing a post on forums? ­Well.. you’ve got the idea.

The more trusted links your article has coming in, the better it ranks in Google. So you should get serious about your SEO starting today!

Ask any blogger and he will tell you that Google is responsible for 40% to 70% of his total blog traffic. That’s definitely something worth investing some of your time.

3. Master the Art of Guest Blogging

jimmy-stewart.jpg

Google is huge, but it takes lots of time to build traffic from it. How about some instant visitors?

You can get them quite easily by tapping into the existing audience of relevant blogs that dominate your niche. How? Just write them a guest article.

But not every guest article will bring visitors to your website. Only those that follow the next two principles:

Make readers care about you.

Your writing style is super engaging ­ good for you. You’re sharing tons of tips and giving out lots of value ­ well… I guess… thank you? But why should readers care about YOU anyways?

Here’s the thing: people won’t read your author byline and follow the link to your personal blog, unless they are interested in you.

Take Problogger per se. There are dozens of people, who write exceptionally well, but do you remember all their names? Most of them share super valuable advice, but again, can you recall if they have personal blogs?

So how do you make people care about you? The answer is damn easy: tell stories about yourself!

Did you notice how I started this article? ­ “This year I’ve managed to grow a photography blog by 500% in about 6 months…

This is a part of my personal story which helps me to differentiate myself from the rest of the guys who share cool articles at Problogger.

To be honest, this particular fact is not too memorable, but you can always add some extra information about yourself later in the article.

So since we’re speaking about guest blogging… The very first guest post I wrote got published at Moz.com (a very popular SEO/Marketing blog) and to my sincere surprise it became a Top Post of 2010 in three categories: “thumbs up”, unique visits & retweets. Which makes me kind of a big deal (just kidding).

See how it works? Now you are interested in my persona a little bit more, so there’s a better chance you will check my author byline.

It’s not that hard to tell stories about yourself, unless of course there’s nothing too exciting that you can share. Well, why don’t you DO something exciting, get some impressive results and go tell everyone about it?

PS: I didn’t know about the storytelling trick back in the days, so sadly this huge guest post I wrote for Moz.com didn’t land me much traffic.

Reference your articles.

Most bloggers don’t like it when you “self promote” too much. But hey, everyone understands that the primary reason why you’re contributing an article somewhere is to promote yourself and your own blog.

So just don’t go overboard with linking out and you’ll be fine. Make sure you’re referencing only articles that truly deserve attention and make sure they fit nicely into the post.

I think the best way to link out is when you mention something that deserves an article of its own and by a lucky coincidence (hint! hint!) you already have that article published earlier on your own blog.

And yeah, the actual article that you’re contributing should be perfect in all senses! This way the blog owner won’t resist, even if there are a few of your links here and there.

Just to wrap it up, don’t waste your time writing numerous guest posts if you don’t know how to make readers interested in you and don’t have any solid articles on your blog to reference.

4. Outreach Is Your Gun Powder

Let’s say you have a friend with 100k followers on Twitter. You’ve just published a new article and you ask him for a tweet…

Bam! A couple hundreds of visitors land on your newly published article immediately! You wish you had more friends like that, right? So just work on it!

Connect with other bloggers.

I’m not necessarily talking about the big guys. They are already overwhelmed with people, asking them for “small favours”.

You can start with bloggers that have the same size of the audience that you do, or maybe a little bit bigger. They are much easier to connect with and who knows, maybe in a year some of them will grow really big.

Oh, and by the way, once you contribute a guest article somewhere ­ that’s a perfect way to start building a relationship.

Later you can exchange tweets, reference each other in your articles and maybe even mention each other in your email newsletters.

Mention people and let them know about it.

Surprisingly enough this doesn’t necessarily refer to mentioning other bloggers in your articles (though this tactic has proven to work really well).

When I was running a photography blog, we did a series of articles like:

  • 50 Brilliant Photo Sites of Professional Photographers
  • 50 Awesomely Inspiring Tumblr Blogs for Photographers
  • 100 Incredibly Tasty Instagram Accounts for Foodies to Follow

And then we went ahead and reached out to everyone saying that they were featured in our article.

As a result, most of the guys “liked” and “tweeted” the articles they were mentioned in. Their friends saw that and did the same, which was kind of a chain reaction.

In other words, when you mention 100 people in an article and let them know about it ­ prepare for a noticeable traffic spike.

But remember, at the end of the day it all comes down to the quality of your content. If your articles are lame ­ people won’t care about them, even if you point them personally.

5. Make Your Visitors Stick

stickier-velcro.jpg

Most bloggers refer to it as “community building”, but you won’t build a community unless you make your visitors stay at your blog right after their first visit.

When you’ve mastered the first four fundamentals that bring a plethora of visitors to your blog, it would be really silly to just let them bounce and never come back.

Take their email address.

Once you have it, you can bring back a person to your blog anytime you want (and do all sorts of other cool things).

But most people won’t just give you their email address for nothing. That is why most pro bloggers are offering tons of free stuff in exchange for your email: pdf ebooks, email courses, free downloads, exclusive updates, etc.

Three best locations for your email capture form with a freebie are:

  • pop­up email form upon first visit;
  • sidebar email form;
  • email form below the post.

If you ask me, I use all three of them on my own blog, with pop­up form bringing me the most email subscribers.

Interlink your articles

Remember the trick with mentioning something that deserves an article by itself and actually linking to your own post?

Well, each article on your own blog should be full of such cliffhangers that make it impossible for readers to get a feeling that they’ve already learned everything they needed.

Show them your best content

Most visitors are likely to leave after reading the article they’ve landed on. So your job is to advertise them your most amazing content till they’re still here.

I’m talking about:

  • “popular posts” section in your sidebar;
  • “related posts” section at the end of your article;
  • resource pages that list the best articles of your blog.

Once they read your best work they are much more likely to stick around and follow the future updates of your blog.

Get rid of the clutter

I don’t remember where this thought comes from, but I like it a lot:

“If people don’t click a certain element on your website you should either replace it or remove it.”

Learn analytics and put tracking everywhere. Try to make your website a black hole where people can easily get in, but can’t get out. Everything on your blog should be carefully crafted to make people stay longer.

That’s all Folks!

I honestly believe that these five fundamentals will make your blog grow once you put enough effort there.

And I hope I was able to demonstrate that they heavily rely on each other. Once you drop one of them, the whole system will slow down.

Want to talk about that further? See you in comments!

­­­­­

Tim Soulo is a blogging experimenter and conversion junkie. Check his free email course if you want to grow the traffic of your blog or check his free online tool that will show you the most popular articles of any blog you put there.

My Top 5 Blogging Blunders You Can Avoid

This is a guest contribution from Gary Newell.

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I started blogging almost two years ago and since then, my blog has grown considerably.

I have learned a lot in a relatively short period of time and I want to share five of my biggest mistakes so you can avoid falling into the same traps.

1. I didn’t link to my own articles

For well over a year, I would write articles and post them on various news sites and social media networks.

This isn’t a bad thing to do but I never linked to other articles I’d written so people bounced off my website very quickly.

For a while I couldn’t understand why people wouldn’t click on the menus at the top or click on the links in the “most popular posts” section in the side bar of my blog.

The truth is people clicked on my article in the first place because they may have been mildly interested in the title. I needed to give them a reason to stick around. And so do you.

It is up to you to sell your blog posts with great titles but then you need to try and sell other blog posts on your site. By not linking to your own articles you are just giving readers an excuse to leave.

2. I sold an outbound link to another site

There are various ways to make money from blogging but selling outbound links is not one of them.

There are a huge number of sites that provide lists of how to make money from your blog and some of them suggest selling links. I think this is bad advice.

Selling links is a sure fire way of annoying Google so selling one link for $10 isn’t worth plummeting to the bottom of Google’s rankings.

Another danger I discovered when I sold outbound links is other sites selling the same link, reducing the value of the link. I also realised the site I was linking to had a dozen pages of bad reviews. I quickly retracted the link and refunded the purchaser!

3. I spammed social networks with links

If you read the get-hits-quick guides for getting visitors to your blog, they will often say that you should embrace the social networks. I posted all my blog posts on social media before I realised the “trick”.

The “trick” behind getting value from social media is actually engaging with the people. You need to have conversations with people before they trust you enough to follow you and share your links with friends!

For many of you, this won’t be a surprise.

You have to get involved and comment on other people’s articles and build up a comment Karma. You also have to post not just your own links but link to other people’s articles.

4. I randomly posted affiliate adverts all over my site

For a while I became disillusioned with affiliate schemes. I placed adverts across my site but nobody was clicking them.

Then one day, I realised why. I was doing it wrong.

Placing an advert at the top of the page is just eye candy. Hardly anybody clicks through to them.

I found that if I provided an ad for something that was related to my content, that wasn’t easy to find elsewhere and was something people needed then they would click through and purchase goods. I’m not making millions but I am getting a good return now.

I also found that Amazon links don’t work when sporadically splashed around the site. If you link to content and write articles that link to items on Amazon without overly selling the item then people click through and buy goods.

5. I kept all the best articles for my own blog

This is a recent one really. I have only written a couple of guest articles because as a blogger I wanted to keep my best content for my own blog.

I thought that if I want people to visit my site then I need to have the best content on my site.

The truth is, however, that to get people to click through to my site I needed to have great content on other people’s sites as well. I also accept guest articles and they often attract a great number of new visitors.

Summary

Be careful about following advice on how to get rich quick from blogging or advice thats tell you how to grow your blog ridiculously fast. If it seems to good to be true, it probably is.

My five blogging blunders have helped me become a better blogger . I have learned that if I write good content and build relationships with other people in my niche area, my blog grows naturally. And it has.

I’d love to know…. what have your big blogging blunders been and what did you learn?

Gary Newell lives in Scotland with his wife Stephanie and three children. Gary runs the blog Everyday Linux User which provides news, reviews and technical how-to’s.

 

How I use Google Analytics ‘Compare’ Feature to Motivate Me to Grow My Blog

This morning, a reader asked me this question:

“How do you motivate yourself to grow your blog traffic from day to day?”

We’ve covered a whole heap of techniques for growing the amount of traffic you attract to your blog in our Blog Promotion category (also check out this ‘how to find readers page‘ and listen to my recent finding reader webinar) but one thing that has helped me on the ‘motivation’ front lately is the report below in Google Analytics (click to enlarge).

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What you’re looking at is the traffic so far today (the blue line) on Digital Photography School compared to the traffic on the site one week ago (the orange line) – arranged by the hour.

I’ll tell you how to get this report below but first, the reason I love this report is that it tells me whether I’m on track to get as much traffic to my site today as I had this time last week.

Having something to compare traffic keeps me motivated to better the previous week’s result.

Note: I always choose to compare traffic from exactly 1 week previous because on our site we see quite distinct rises and falls in traffic on different days of the week.

In the chart above you can see the day’s traffic started well, with the first 4 hours between 1.7% and 18.1% higher than the previous week.

This all happened while I was asleep so when I checked in at 9am I was pleased! However, I also saw that from 6am-8am that we were beginning to slip behind.

Knowing this gave me a little bit of motivation to find some ways to drive more traffic to the site today.

I took a look at the schedule of Facebook updates that I had planned for the day and decided to move a status update I thought would drive some traffic to be earlier in the day.

That status update went live at 9am and resulted in a nice bump in traffic to get the blue line trending up above the orange again.

I also identified some older posts from my archives that I then scheduled to be tweeted throughout the next 24 hours (based upon my advice from last month to promote old content), which I thought would help us to keep nudging the traffic up higher for the rest of the day.

Having this report open is a great little source of motivation to keep working not only at writing great content but also driving traffic to it.

I also find that having this comparison open during the day (and watching ‘real time’ stats) helps me to spot anomalies in traffic. It helps me to quickly spot if there’s a problem (server issues) or on the flip side it shows me when a post might have been shared on a big blog or social media account.

Knowing this information helps me to react quickly to fix a problem or leverage a traffic event.

UPDATE: here’s how the traffic looked at the end of the day in the comparison view:

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Things slipped for the last hour or two but over the full day visitor numbers were up by 4.22%.

While a 4% increase in traffic isn’t the most spectacular result I see it is a small step in a larger race I’m running. I know if I can see even a 1% increase in traffic each week that over a year or longer that it’ll significantly grow the site over time.

How to Get This Report

For those of you new to Google Analytics here’s the easy process to get this report (it will only take you a couple of minutes).

1. Login to your Google Analytics Account

2. In the menu click on the ‘Overview’ link under ‘Audience’

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3. By default you’ll be looking at the last months traffic. You want to drill down now to today so in the top right corner click on the date range and a calendar will open up like this:

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4. Select today’s date.

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5. Check the ‘compare to’ box and then in the new date field that opens up underneath you can put in last weeks date by clicking on the day you want to compare it to. Once you have – click ‘Apply’.

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6. You’re almost done now. You should be looking at a report that compares the two days but by default it’ll be showing you the total of the days in the chart as two dots. You want to view this now as ‘hourly’ so hit the ‘hourly’ tab.

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You now should be looking at the comparison of today’s traffic with the same day last week (note: your current days report won’t yet be complete unless the day is almost over and it does run an hour behind).

Variations on this report to check out

This comparison tool is really useful for a while heap of reports.

For example you can choose to compare one week with another:

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In fact, any period of time can be compared with any other period.

Also, with a date range locked in you can drill down into many other metrics.

For example, earlier today I was doing some analysis comparing this last week with the corresponding week in September, which was just before we did our new redesign on Digital Photography School.

A day by day comparison showed a great improvement in overall traffic.

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Drilling down further, and viewing the two weeks by the hour, was also fascinating and showed that the two weeks had remarkably similar patterns in traffic from hour to hour – so the increase in traffic was very even across the week.

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Under that chart was some interesting data:

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Not only were Visits and Page views well up – but being able to see that bounce rate was slightly down and that average visitor duration was up was encouraging. Seeing Pages Viewed Per Visit was down showed we have an area to improve on (we’re already working on this) and seeing that we had a good rise in ‘new’ visitors was something that should be investigated further.

To investigate the rise in ‘new’ visitors I moved into the ‘Acquisition’ menu on Google analytics. The same date range and comparison is still selected so now I’m able to compare the two periods when it comes to different sources of traffic and see why we’ve had rises in traffic:

It turns out we’ve seen increases in a few area:

Search Traffic is up:

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Facebook Traffic is up (due to my recent experiments):

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But interestingly Feed traffic is down (giving us something to investigate).

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There are many other areas you can drill down into with the comparison tool – almost anything that Google Analytics has a report for you can compare from period to period and get a great overview of how that stat compares very quickly.

Have a go yourself – do some comparisons and let me know what you find in comments below!

Inspire, Interact & Inform to Create Thought Leadership in Your Niche

This is a guest contribution from Will, a young entrepreneur slash marketer.

We can all agree that the most popular blogs have a few things in common – they all inspire, interact with and inform their readers. As Darren has discussed before, these three pillars should form the foundation for your blog’s content plan.

I’m not much of one for introductions, so let’s just jump right in…

As you continue reading, you’ll learn specific tactics and strategies to utilise inspiration, interaction and information on your blog.

How to Inspire Your Audience

Remember that both positive and negative emotions are inspirational; what matters is that your readers are provoked. Not in a manipulative way, but so that they genuinely want to learn more and take action.

Here’s how to create that inspiration for your fans:

Be Enthusiastic

You’ll be amazed how far simple enthusiasm gets you. When you’re genuinely excited about your niche, people notice.

So, how do you show your passion to your audience? Just think about how you’d identify an enthusiastic person:

  • An enthusiastic person loves what they do
  • An enthusiastic person works hard and takes initiative
  • An enthusiastic person wants to share their ideas and experiences

How can you display these qualities to your audience?

Tell Your Story & Share Your Own Inspirations

One of the best ways to inspire your readers is by telling them who or what helped you become the expert that you are today.  This shows them that everyone starts somewhere, plus it makes your current authority that much more believable.

If you credit another expert in your niche, all the better! You’ll be giving your readership another resource to learn from. Remember that the other authorities in your niche are your partners, not your competitors.

Leverage Controversy

Some people might call this a moral grey area, but nothing inspires people to take action like controversy.

Controversy doesn’t always have to be negative, though. For example, my buddy Kyle wrote a great post on our blog titled The Harsh Truth: Why your Side-Business is Failing and How to Fix It… While the message is controversial, the end result is that our entrepreneurial readers were inspired to work smarter and harder on their startup ideas.

How to Interact with Your Audience

Interaction only happens when your audience feels completely comfortable. So, whatever platform you push your readers to interact on, be personal, friendly and natural.

Here are a few ways to create more interaction opportunities for your audience:

Interview Other Experts

Interviews allow your readers inside the mind of an outside expert. You can discuss your own strategies and ideas while giving your readers a look at another recognized authority’s success story.

On top of that, if the person you’re interviewing has a blog, then suddenly you’ve both doubled your interaction potential by getting in front of each other’s readership. Used strategically, this can do wonders for both blogs’ traffic.

Be Available

Social networks are the obvious place to make yourself available, but remember that there isn’t a single platform that works in every single niche. It’s up to you to identify where you’ll get the best ROI… And the answer isn’t always Facebook. For example, we’ve had great results from niche forums and Reddit.

In addition, make sure you keep up with your email! Hire someone to help you, if you must, but your readers want a quick response when they contact you. Every loyal reader matters, which means that every email matters too.

Make Your Blog a Club

One of the best ways to turn a visitor into a reader is to make your blog feel like a club.

For example, Darren’s Digital Photography School and ProBlogger.Community both encourage interaction through their very name. Marketing Profs is another great example, and their membership base is staggering. Our blog, Startup Bros, also has that built-in feeling of camaraderie.

Don’t stress if your domain name doesn’t evoke community, though… An exclusive-feeling email list or Facebook group (or any other membership platform) will do just fine.

How to Inform Your Audience

The information section is last because, honestly, most of us are already pretty good at keeping our audiences informed. Usually, that’s the easy part.

However, since we tend to prioritise information, it can sometimes feel like you’ve run out of new stuff to teach. Writer’s block sets in, you start settling for sub-par content, then nobody’s having a good time.

So, here are six quick ideas you can use to maximise the information you provide your readers:

  1. Use industry news to keep your readers in the loop. Feedly.com is a life-saver after Google Reader shut down earlier this year.
  2. Use case studies and real-life examples to re-teach old lessons to your readers
  3. Create a recurring blog series so that you have a pre-filled content slot every week. Works great with industry news.
  4. Use mixed media to make old information consumable in different formats. For example, make your blog posts into videos, slideshows or podcasts. This also gives you more platforms for interaction!
  5. Publish your own surveys and discuss the results.
  6. Keep an eye on social networks – there are tons of new ideas out there if you can listen well and ask the right questions.

Your Audience is Waiting…

Each one of these content pillars – inspiration, interaction and information – could’ve each received their own full-length blog post. Instead, this post showcases some of my best ideas taken from personal experience, then leaves it open to the awesome community here at ProBlogger to fill in the gaps.

So, what other strategies have you used to inspire, interact with, and inform your audience? Share your wisdom in the comments below!

My name is Will, and I’m a young entrepreneur slash marketer living in Tampa, FL. I’ve been launching successful online businesses since 16, some of which you’ve probably heard of. If you’re curious, learn more about me and my story from the StartupBros About Page, or you can follow me on Twitter or Facebook to get my latest entrepreneurial advice.

5 Actionable Tips to Grow Your Blog’s Traffic

This is a guest contribution from Scott Purcell, co-founder of Man of Many.

People often speak in very broad terms when giving tips or suggestions to improve blog traffic.

We may hear unspecified suggestions, such as: “be active on social networks” or “partner with other blogs”.  If you are attempting to launch a new blog it is likely to prove difficult and frustrating putting these things into practice, and all too often with limited success if not implemented properly.

One of the reasons I believe the 30 Days to a Better Blog is so successful is that it gives you clear, actionable and step by step advice regarding WHAT TO DO.

It seems that it’s all too rare these days.

So while the five tips below may not be a set formula that works for everyone, at the very least we hope they give you some ideas or inspiration to use on your own site. These steps below helped us grow our blog Man of Many from zero to over 100,000 page views in only three months.

Let’s jump in.

1. Participate in Group Boards on Pinterest

Images are vital to our blog. Typically it is the visual imagery rather than the descriptions or written content that attracts visitors to Man of Many. Consequently, obtaining maximum reach with images of our feature products via social networks is essential to generating hype around our blog and reaching as broad an audience as possible.

Everyone knows Pinterest is absolutely golden for bringing in traffic, but it can often prove difficult to build up a following in initial stages of usage.

If you Google “Group Pinterest Boards” you are bound to find a few Group Boards related to your blog or niche. These Group Boards are a great way to share your posts with a targeted demographic, rather than simply starting from zero with your own board. Group Boards can often already have a large following (usually 1,000+ people) which can provide an excellent starting point for generating interest.

Usually the page description will contain an email address for you to contact if you would like to contribute. Alternatively just leave a comment on one of the pins requesting that someone invite you.

Steps

  1. Google “Group Pinterest Boards” or go to http://www.pinterest.com/pingroupboard/
  2. Press Ctrl+F and search for keywords on the page related to your niche.
  3. Contact the Group Board owners to request to contribute.
  4. Share your content with a new community.

Pros

  • Easy and quick to implement.
  • The audience fits perfectly in your niche and is hyper-targeted.

Cons

  • Your pins can be drowned out by others if the board is active.

 Alternatives

  • Start Group Board of your own and ask others to contribute

2. Automate Your Social Network Sharing

A big problem people many face is the significant amount of time it takes to individually upload an image, write a title and share the post on all of the social media networks you may wish to utilise (of which there are many!).

To simplify this process, we have been using a free WordPress add-on called NextScripts Social Network Auto-Poster. As soon as each post is uploaded via WordPress, this tool automatically shares the featured image (or whatever content you like) with your social networks.

The plug-in can publish nicely formatted messages to your Facebook, Twitter, Google+, Blogger, LiveJournal, Delicious, Diigo, Stumbleupon, LinkedIn, Pinterest, Plurk, VKontakte, WordPress, and Tumblr accounts.  You can even customise the accompanying description, links to your page or title and even set a delay to sharing on your social media accounts. Best yet, there’s no annoying “Shared via NextScripts.com” or “Posted by SNAP for WordPress” messages as the posts will be 100% white-labelled and come directly from your own account.

**EXTRA HINT** Nextscripts can be used to share your content with Group Pinterest Boards as well but requires a Pro Account (see point #1 above).

Steps

  1. Go to Nextscripts and follow the clear and well laid out instructions here: http://www.nextscripts.com/installation-of-social-networks-auto-poster-for-wordpress/
  2. Customise how you want your posts to be shared using the plug-in. Think about if you want a Title? URL? Image? Tagline?

Pros

  • Hugely time saving and efficient to achieve maximum social reach with your posts.
  • Very little maintenance required once set up properly.
  • Extra options to set delayed, random or repeat postings.

Cons

  • Less personal than well crafted and unique posts.
  • Posting to Pinterest and Google+ requires a pro account.

 Alternatives

3. Set up Profiles on other “Product Sites” and Upload your Content

A lot of our traffic comes from other “product or sharing sites” that are very similar to Pinterest. You can simply set up profiles on each of them and usually include a URL (+1 for link-building!), and share your posts or use them as a place for research and inspiration.

Examples of such sites (in order of traffic generation for Man of Many) are: Svpply, Tapiture, Gentlemint, The Fancy, Allmyfaves, Springpad, Punchpin, Manteresting, Stasham, Storemate, WeHeartIt, Wanelo, Polyvore, Lyst, Sumally, Gimmebar, Nuji, Lookk, Likabl.es, SocialBro… and the list goes on (do some googling for your niche!)

Steps

  1. Go to one (or all!) of the URLs mentioned above.
  2. Register your profile. Make sure to include your logo, URL, description etc.
  3. Install the Bookmarklet. Most of these sites will have a bookmarklet that you can easily drag up to your bookmarks bar in Chrome or Firefox in order to easily share your posts. I keep all of mine in one bookmarks folder.
  4. Go through each of your blog posts and click on the bookmarklet to share your content.

 Pros

  • Allows you to share your content with an entirely new and broad audience.
  • Extra opportunity to share your brand/logo/URL on your profile page and provide an in-bound link.

Cons

  • A lot of these sites tend to be very product or fashion focused.
  • Can be time consuming and difficult to build an audience unless you remain active.
  • Certain sites require extra info like price/colour or categories which can get annoying

**HINT** Open your posts up in a few tabs and use Ctrl+Tab to work through them quickly with repetitive tasks or clicking.

Alternatives

  • Fiverr / AirTasker / Task Rabbit / Amazon Mechanical Turk – Get someone to share your content on these networks or other for you (at a cost)
  • Search for other social networks or forums related to your niche.
  • Got a spare PowerPoint, PDF or Keynote slidedeck lying around? Why not upload it to Slideshare with a few links back to your target site.

4. Share your Competitions with other Comp Aggregators

When you run a competition on your blog, make sure you do not just share it with your Facebook followers or social networks. Sharing it with a wider community via Competition Aggregator sites can be an excellent way of pulling in some extra traffic to your blog.

There are veritable smorgasbords of them online where you can submit your competition and include a backlink to your site.

Steps

  1. Set up your competition page and make sure you have a set of Terms and Conditions (these can easily be amended from other blogs running similar giveaways).
  2. Simply Google “online competitions”
  3. Check out some sites where you can register
  4. Share your competition URL with the site and make sure to include appropriate descriptions, links to the T&C’s or any extra information.
  5. It does not hurt to also tweet a link to this page as well as the post itself.

Pros

  • Competitions, if done correctly, can be used to build engagement with your site (comments, sharing, collaboration)
  • Many brands will be willing to do a giveaway for free in return for promoting their product.

Cons

  • Certain countries may have different laws/regulations when it comes to running competitions.

5. Submit Your Blog to Startup Review Sites or other Blog Directories

“I’m not a businessman, I’m a business, man.” – Jay-Z, ‘Diamonds From Sierra Leone’.

Just because you run a personal or part-time blog, it doesn’t mean it can’t be thought of as a business.

A lot of people are unsure where to start with promoting their blog other than sending it to their friends and family. We initially focused promoting Man of Many on other fashion blogs or related sites, but it often proved difficult partnering with them, having such a small following in the early stages.

A beneficial alternative we discovered was although we were not your typical “start-up”, many entrepreneurial sites and directories were willing to cover us, or at least allow us to submit a profile which was critical to building sustainable traffic and SEO.

Steps

  1. Prepare written information on your blog in a word document so that it is easily accessible to copy over when you are signing up to directories. This will include the usual information like Name of Company, Site, Address etc, but you will also need a short description (or tagline), a longer description and answers to questions like who is your ideal customer or what makes you unique? While it might take a bit of time in the first instance, it will be a thousand times easier to copy it over than type it out each and every time you are submitting your site.
  2. Prepare an image file containing logos, screenshots, and author profile pictures and keep it updated.
  3. Work your way through this list of sites to submit your blog to: http://productivewebapps.com/blog/list-of-places-to-submit-and-promote-your-startup-or-site/ (Disclosure: I also wrote this article).
  4. Register to the sites and copy over the appropriate information for your profile.
  5. Once it is posted it is always nice to share or tweet out a link to the profile as a thank you.

 Pros

  • Extra opportunity to market your brand/logo/URL and provide an in-bound link.

Cons

  • A lot of these Startup or Directory sites tend to be very tech focused.
  • Can be time consuming working through the list.
  • Not all sites will accept your submission.
  • Certain sites charge for submission but most are free.

Alternatives

  • Many companies that will perform SEO and directory submissions services for you but they often prove very expensive.
  • For $47 Submit Your Startup will submit your site to over 30 of these for you (No affiliation).

Conclusion

One thing to note with all of the tips listed above; none of them will work if your content is not of the highest standard, engaging, exciting or useful to readers.

In the blogging business Content Is King and there is little point in sharing your content with people unless you have something of value to offer in a flooded market.

So over to you, share your best actionable tips in the comments below with step by steps (if you can!) or let us know if you found the tips/ideas helpful.

Scott Purcell is the co-founder and fashion editor of Man of Many (manofmany.com). Man of Many is a men’s lifestyle and product review website dedicated to showcasing the latest in men’s products, culture and style.

One Activity You Should Do On Your Blog Every Day

Every DayWhat’s the one thing that you should do on your blog every day (or at least regularly)?

“Create new content!”

Good answer! Without regular new content your blog isn’t really a blog is it?

Another Great Daily Exercise for Your Blog

But other than creating new content – what else should you be paying attention to every day?

I want to suggest a simple activity that I think can be almost as important as creating new content for your blog.

It’s still content related but it’s about paying some attention to OLD posts.

Lately, I’ve been paying as much attention to my archives as I have to writing new content. And it’s paying off driving more traffic to old posts, finding new readers and importantly, improving the quality of content on the blog as a whole.

Here’s what I do:

1. Select a Post

I choose a post each day that is at least a year old. I usually choose one that is 2-3 years old and one that could do with some attention.

My criteria for selection is that it is a post with one or more of the following criteria:

  • It has performed well in the past, in terms of traffic or comment numbers
  • It has dated and needs updating to make it relevant for today
  • It was a good post but for one reason or another didn’t perform to its potential

I usually am looking for a ‘tutorial’ rather than a ‘news’ or ‘review’ type post – because I find these posts don’t date as fast.

2. Update It

By updating the post I mean numerous things, depending upon the post itself. These might include:

Update Content

This can be anything from a proof read through to a larger ‘rewrite’ of the post (or sections of it). I might add updates to make the post relevant to today or even add images/diagrams etc. Ultimately, it is about improving the content to make it more useful for readers.

Search Engine Optimisation

I don’t spend a heap of time on SEO but as I read back through the post, I will tweak it to better optimise for search engines. I use Yoast’s plugin for this and it helps by suggesting areas the post can be improved (heading, titles, alt tags, meta descriptions etc).

I also add links to other relevant posts on the blog. This is not only good for SEO, it’s good for readers too.

Social Optimisation

Posts published 3 or more years ago were published into a very different internet. Since then we’ve seen people sharing different types of content through new social media sites like Pinterest and G+.

One update I like to make is to make posts more shareable. For example adding a good visual or a collage of images can make a post more shareable on Pinterest. Also adding calls to action to share can be beneficial.

Calls to Action

In the same way that the web has changed over the last 3 years, so too have my own blogging goals and monetisation model. As a result, I take a critical look at old posts and what ‘calls to action‘ I’m giving to readers.

For example, 3 years ago I didn’t have any eBooks to sell, today on dPS we have 14. If a post I’m updating is relevant to one of these eBooks I’ll add a call to action to buy it. Other new calls to action might be to share a post on social media, to subscribe to our newsletter, to read another post, to join our forum etc.

3. Share and/or Republish

With the post updated, I then consider how it might be appropriate to give it some more exposure.

Again – there are a range of options available here including:

Republish

I don’t republish every updated post but 1-2 times per week, I will. I usually choose posts that have a proven track record of being well received and the type of content that has been shared in the past on social.

These posts go up on the blog as new posts simply by changing the publishing date to a recent one (note: on dPS I can do this easily as our link structure does not have dates in it).

Social

I also share every updated post on social media, in some way or another. I will tweet links to it but also add it into our Facebook and Pinterest sharing schedule.

Newsletter

At times I’ll also link to these updated posts in our weekly newsletter. I don’t do this for every post but often will add them with a note saying that they’re a hot post in the archives.

New/Followup Posts

The last thing I occasionally do with updated posts is to write new followup posts. This usually happens when I’m doing an update of an old post and realise that there is now scope to extend the idea considerably with a second part to the series. This new post will link back to the old – driving traffic back into the archives.

The Benefits of Paying Attention to Your Archives

The archives of your blog are in many ways just as important as the new posts on your blog.

On dPS we have over 4000 posts in the archives and it’s on these posts that the majority of our readers land thanks to search engine referrals. Updating those posts, in the way I’ve described above, not only helps their search rankings but makes the posts more useful , which means you’re more likely to see the posts shared by readers and more likely to create a good first impression on the readers who find them.

The result is more traffic, more subscribers and followers and hopefully more revenue as a consequence.

Do you update old posts on your blog? What other ‘updates’ would you add to my list above?