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Blogging for Business – Why it Works

This is a guest contribution from Maria Mincey.

Based on study by HubSpot, the companies that run a business blog have 97% more inbound links. Now, that’s a statistic that should set rolling the blogging mills of enterprises – be them startups or multinationals. 

Official blogs have had proven benefits for businesses. The very fact that they jazz up the monotonous tone with which a brand is communicating to its audience, and replace it with a line of communication that is much core connective and personal, is what makes business blogs a priceless asset. 

There are several ways blogs benefit businesses, two of which are more than obvious:

It Maximizes Reach

A blog helps companies reach a much broader customer base than their website would. Let’s be honest, how many people bother going to the website of a particular brand or a product they have been using? The websites of companies have to be restricted to providing business-centric information and advertise the offerings of the company. Every bit of information provided on the blog is static, and that is the singularly most relevant reason for your visitors to be totally disinterested in the website, even if they liked to navigate through it on their first visit. Having a blog makes your site dynamic as you keep giving newer insights to the readers and tell a story about your brand.

It Boosts Incoming Traffic by Not just By Intriguing Readers, But also by Enhancing the SEO Aspects

Naturally, when the blog section of your site is offering your readers something new to read, you are bound to get more number of repeat-visits; not to mention the greater number of unique visits as the blog gets shared and liked across the web. But another contributor to this increasing traffic is the optimization of the SEO capability of the website. When you are making quality writers write content for the blog, they know how to write interesting articles while injecting the relevant keywords that is identifiable for your target audience and also let the search engines crawl your website with a greater degree of eagerness and direct a higher volume to the site. You can add only so much of keywords to your product website. 

Which Blogging Platform to Use?

There isn’t a dearth of highly popular and effort-worthy blogging platforms out there. However, if you wish the blog to click into the top gear right away, there is no need to look beyond WordPress. Acc. to more stats:

WordPress is the most sought-after CMS as more than 19% of the self-hosted websites are running on it. 

More than 17% of Alexa’s top million websites use WordPress.

Now Before You Start, Why do you want to Blog in the First Place?

There are also brands who fail to get the desired results they’d expected their blog to pour in for them. Reason: their blogging strategy was too haphazard and there was hardly a plan into the place regarding who are they targeting and how many numbers they hope to achieve. Apparently, the blogs were headed for doom from the very first day due to the lack of insightful approach.

Here are the questions you, as a company blogger or entrepreneur, need to as yourself:

  • Who is your target audience?
  • What percentage of that blog audience is prospective buyers?
  • What do they really want to read (what should be the mix of company related info, the industry related info and the interesting bits that only remotely connect to your brand)?
  • What should be the frequency of your posts?
  • How good is your networking?

Unless you have a clear-eyed answer to each of these questions, it is advisable to wait

Know What You Have to Write

It is understandable if you find yourself scrambling for topics to write on or deciding on how to structure your posts. But there are several things to be tried out:

  • Create the “best of ….” style posts. Such posts do command attention and get a lot of clicks. If written in a qualitative manner, they also get shared over the social media.
  • Post reviews, but not just of your products. Let’s say you are running a blog for a job portal. You can post a review of some movie that has released recently that is themed around careers and accounts for some relevance to what you represent.
  • Interview the influencers in your industry. People love to read interviews, and they are going to do their bit to boost the traffic.
  • Crowd source your content. When you ask your readers to be your contributors, and if and when they contribute, they are going to boost the site visits by sharing their own content among their circle.

Have some really interesting titles and subtitles for the articles in order for them to take hold of the readers. There is a large section of Internet users who like to just scan the content by reading only titles and subtitles – and more often than not, they only segue onto the subsequent content if they find the subtitle intriguing enough.

Again, on the Internet, shorter paragraphs would mean more attention span.

Do make sure that you break your post into bullet points in order to make it more readable.

Get some Professional SEO Help

If you haven’t realized it yet, it’s seemingly impossible to attain high volume of traffic without resorting to SEO. The SEO professionals know how to make your website more visible across the web, how to create relevant backlinks and at which places. Getting a good page rank for your site is extremely important, and that’s one area SEO professionals are able to address successfully. 

Getting an appreciable number of organic visits a day is what dictates the success of your blog at the end of the day. When visits from Google start pouring in, you can be rest assured that your blog is one the right track to empowered traffic. 

Some of the keyword tools that can be used include:

Keyword Planner

Word Tracker

The keyword tools can help you know what are the keywords that get most searched by the audience of your industry. The meta tags and meta descriptions are arguable very important for any website to place its targeted keywords in a manner most reachable for the search engine crawlers. The meta descriptions can be up to 140 characters – so you have a fairly good scope of including the keywords into them. But what works bets is when you place the keywords at the very beginning of the description.

The Images of the Post

The images in your post not only make them more readable by telling a story and moving it forward, but images make a great SEO tool as well. Do not let your image files’ name sbe gibberish. When you name them appropriately, there is a greater chance of them cropping up in the Google image search results. Also, do fill out all the fields. There is a field, “Alternate text”. It will serve you well if you don’t leave it blank and write something in four to five words that describes the content.

Make Sure the Keyword Density is Just Right

When you are sure of the keywords you are including are relevant and will do their bit in bringing in the traffic, the next thing you need to be sure of how densely you spread them across the content. Experts say it should not exceed more than 2%, since Google might penalize you for forcing the keywords into the content. And when you are including keywords in any post, make it certain that those are visible within the first two lines of the post.

Banality may more often than not find a room in business blogs since they are presenting information about an industry that already has voluminous literature dedicated to it. But giving your writeups a spin that is unique – both in terms of technical bits and the language – is what helps you stand out from the herd. 

Maria Mincey is a blogger who loves to share everything about web development and new web design technologies initiatives. She currently works as a chief writer for WordPrax , a PSD to WordPress Conversion company and has a quantum experience to share. Follow her on Twitter: @mariamincey64

How Social Media Can Affect Your Search Engine Rankings

How-Social-Signals-Affect-Your-Search-Engine-RankingsThis is a guest contribution from digital media project manager Sandeep Sharma.

Now more than ever, marketing experts are improving their marketing strategy with fewer resources, and they are shifting marketing budgets from traditional to digital tactics like search engine optimization and social media. Companies, too often, omit their social media marketing strategy from their SEO strategy, which is a grave mistake. A study  conducted by Ascend2 indicates that companies with the strongest SEO via social media strategies now produce the best results, and vice-versa. Companies that consider themselves “very successful” at search engine optimization are integrating social media into their strategy, whereas, companies that are “not successful” at search engine optimization are not integrating social media into their strategy.

See the graph below:

SEOSocialIntegration

In the above graph, companies with successful SEO are in blue while those companies with an inferior SEO strategy are in amber. You can see 38% of those doing very well with search engine optimization were also extensively integrating social media. A full 50% of those doing poorly at search engine optimization were not integrating social media at all in their strategy. This graph signifies that companies that are succeeding in search engine optimization today are including social in their strategy.

SEO is much more than just high ranking in Google. It is a multi-disciplinary, comprehensive approach to website optimization that ensures potential customers, who come to your website, will have an excellent experience, easily find what they are looking for, and have an easy time sharing your optimum-quality content. The combination of SEO and social media platforms such as YouTube, Facebook, Google+, Twitter, LinkedIn, and Pinterest can be overwhelming for big as well as small business marketers. Until recently, search engine optimization and social media marketing were thought of as two very different things, but actually these are two sides of the same coin. Consider the below mentioned social network growth statistics:

  • YouTube hosts nearly 14 billion videos. Source: comScore
  • Google sites handle about 100 billion searches each month. Source: SEL
  • Facebook is now over 1 billion users. Source: Mark Zuckerberg
  • Twitter has over 550 million accounts. Source: Statistics Brain
  • Google+ has over 500 million users. Source: Google
  • LinkedIn is at 225 million users. Source: LinkedIn
  • Pinterest grew 4,377% in 2012 and continues to expand with 25 million users. Source: TechCrunch
  • Following statistics shows how social media is quite helpful in effective search engine optimization:
  • 94% increase in CTR (Click-Thru-Rate) when search and social media are used together. Source: eMarketer
  • 50% of consumers use a combination of search and social media to make purchase decisions. Source: Inc
  • Consumers who use social media (vs. people who don’t) are 50% more likely to use search. Source: srcibd
  • Websites with a Google+ business page yield a 15% rise in search rank. Source: Open Forum

With these statistics, we can say that social media can be a primary engine for promoting new content and can take your website from zero visibility to a strong performing position almost overnight. For enhancing SEO through social media platform two factors plays a vital role, which are social signals and natural link building. I have explained these two factors in an elaborative manner:

What’s Your Social Signal?

Social Signals are signals to various search engines that your content or information is valuable. Every time someone likes, shares, tweets or +1′s content about your brand, especially a link, they are sending a social signal and the more social signals means you have better chances to rank high on search engine result pages. Many researchers have found that social shares are quite valuable when it comes to building your website authority. Here is the latest research from Searchmetrics, highlighting which social signals correlate to rankings on Google:

socialsignals2

Note that 7 out of the top 9 factors are social signals. Now, it’s clear that social signals can have a huge impact on your search rankings, especially social signals from Google+. If you do not have time to leverage all of the social networking sites, then make sure that Google+ is one of the few you do use because it will play the biggest part in increasing your rankings on search engines. Top social signals that Google is tracking on your website are mentioned below:

Google+

Google+ is a fledgling community when it is compared to social networking giants like Facebook and Twitter, but its social signals have the most impact on search ranking results. Some factors that you should look at are:

Amount of +1s- You need to start distinguishing +1 to your website in general and +1 to each pieces of your content. You should increase +1s to your brand/your authorship profile. This also applies to +1s on Local+ pages.

Authority of +1s- If your profile or brand gets more +1, then you will get to rank higher and easier for the future content you produce.

Growth rate of +1s- You should strategize a plan that will increase your +1 steadily over an extended period of time.

Amount of Adds and Shares- How many people are following and sharing your content tells about how authoritative you are.

Authority of Adds and Shares- Who is following you is also important. A network with people with great profiles helps you to establish a voice.

Facebook

The king of social networking sites, Facebook has an active community of over 900 million. Millions of active users make it a perfect platform for generating social signals. Various researches have shown that Facebook influences more search rankings as compare to Google+ or Twitter. Some factors that you should look at are:

Amount of Shares and Likes- You should remember that “shares” carry more weight than “likes”.

Amount of Comments- The collective amount of likes, shares and comments correlate the closest with search ranking.

Twitter

Twitter is second only to Facebook and boasts 500 million users that are constantly “tweeting”, status updates and events in real time. Twitter users, known as “tweeps”, puts more premium on a tweet’s authority rather than sheer amount; though the overall social signals generated by it lags just a little behind Facebook. On twitter you should look at some factors like:

  • Authority of followers, mentions and retweets
  • Number of followers, mentions and retweets
  • Speed and intensity of tweets and RT over time

Other social websites like Pinterest, Reddit, Digg, StumbleUpon, and FourSquare

The big three, i.e. Facebook, Twitter, and Google+, play quite important role when it comes to social ranking factors, but you should not ignore the potential of other user-driven social websites like Pinterest, Reddit, Digg, StumbleUpon, and FourSquare. On these social networking sites you should look at following factors:

  • Amount of Pins and re-pins on Pinterest
  • Comments on Pinterest
  • Growth rate of Pins and Re-pins
  • Check-ins on Foursquare
  • Spread rate of check-ins at FourSquare
  • Upvotes on Reddit, Digg, StumbleUpon
  • Comments on Reddit, Digg, StumbleUpon

Link Development through Social Media

The traditional way of link building like en-masse link directories, spammy comments, forum-posts for the sake of links, and anchor text sculpting are over now. In the modern era, the powerful way to build link is effective content marketing strategy. People love informative and quality content, and they love sharing content. Social media sites are one of the best platforms for content marketing, in this way these are quite important for natural link development.

How to build natural and quality links through Social Media Platforms

There are two tactics that will help you immensely in earning quality and natural links through Social Medial Platforms are:

Link-building through interaction and community engagement

If you’re link-building but never building relationships or never interacting with people, you’re not really link building: you are spamming. If you interact with people who might care about your brand, you can gain a cutting edge over other competitors. Meaningful interactions with audience in your niche prove your credibility and will lead to more authority links. 

You can also get links through interaction from a popular site or a popular brand, when they post to their Facebook page, make a Google+ post, launch a new blog post, or put up a new video on YouTube. In this case, I also recommend you to interact early and often. Early because a lot of times, being in the first five or ten comments, interactions, or engagements really helps you to be seen by the editors who are almost always watching. When you do such interaction, make sure you are adding value, by doing this you make yourself stand out in the comments. You can add value by doing a little bit of detailed research and by making the conversation more interesting. By posting great comments, you will create interest in target customers and they often click your profile that will latently earn you some links. In addition to this, you can also offer help to other people and you can help people without being asked. This is a great way to drive links back to your own site and you can do this, not just on blog posts, but on Google+ posts, Facebook pages, and YouTube comments.

Link building through quality content

In addition to gaining links from popular sites, you can also earn links by posting qualitative and linkable content on social media platforms. If you create content that people find valuable and informative, they are more likely to want to share it. What people find valuable can vary, but optimum quality blog posts and infographics that provide well-researched information, statistics, and new angles on a subject are all good starting points. A good and informative video that attracts viewers’ attention is eminently shareable, which is one reason nearly 87% of agency and brand marketers now creating video for content marketing. When someone reads your quality and informative content on social media sites and finds it of valuable, it is more likely that they will want to link to it.

Article-Effective-Content

In order to give your informative content the best chance of reaching a wide audience, you should identify the key influencers or target audience in your field. In this way, you will be able to target your efforts effectively. Facebook and Twitter are the two go-to social media platforms for most people but you should also seek out targets on other platforms such as Pinterest, YouTube, and Tumblr. In addition to this, if you are marketing within specific regions, you might want to channel your efforts to the most popular websites in each market. For example, VK is the preferred social media website in Russia, while Orkut can help extend your reach within Brazil and India.

You can also use various tools and services that can help you find the best targets. For example Followerwonk offers a Twitter analytics service and it can help you to compare and sort followers by looking at data such as social authority scores and the percentage with URLs. Furthermore, you can also gauge reactions to your own tweets by monitoring your activity alongside current follower numbers. Apart from this, Fresh Web Explorer is a handy tool, as it searches for mentions of your brand, company or other keyword and automatically matches this with ‘feed authority’. In this way, you can sort key influencers from those with less perceived authority that will allow you to target your efforts more effectively.

Now, it is clear that social media is an essential part of search engine optimization. Following diagram explains you a blueprint of how social media supports SEO: 

seo-social-media

Quality Content gets published- One of the best ways to increase quality traffic to your website is to publish sharable, useful and relevant content on social media sites.

Content gets Shares, Links, & Likes- As you start publishing your company’s blog posts or research work on a regular basis and spreading it across the social networking sites, your content will start generating shares, links, and “likes”.

Sites Gain Subscriptions while Social Profiles get Fans & Followers- As a result, your site’s blog will gain more subscribers and your social media channels will gain more followers, fans, and connections.

Thriving Community Supporting the Website & Social Networks Grows- A thriving community of people who are interested in your user-focused content develops and starts to thrive.

Reputation Reinforced through Social Media & SEO as Authoritative Brand for the Niche- Signals are sent to various search engines about your activity on social media platforms and your keyword-rich and informative content. Your website starts being viewed as reputable, relevant, and authoritative.

Sites Gain Authority in Search Engines- As a result, your website and its informative and quality content starts appearing higher and more frequently in the top rankings and listings of search engines for your keyword phrases and targeted keywords.

Sustainable Stream of Users Discover the Site organically- A consistently growing stream of users will begin discovering the website via the social media sites, search engines, and your email marketing efforts.

I have explained how aligning SEO and social media efforts can really enhance your SEO performance. In order to execute this task effectively, you might even like to hire experienced SEO experts. You should make sure that your social media and SEO teams are working together in order to create a unified digital marketing strategy.

Sandeep Sharma is a Project Manager with a prominent digital media marketing company TIS India and has been for the last 10 years. He loves to create aesthetically appealing websites & eye-popping user interfaces for international clients. You can follow him on Twitter and Google Plus.

6 Lessons for Writing Irresistibly Magnetic Blog Post Headlines

This is a guest contribution from Matthew Capala of SearchDecoder.com

Abraham Lincoln Axe Quote 1

Many newbie (and sometimes even veteran) bloggers erroneously spend 95% of their time creating blog content and only 5% pondering titles. Unfortunately for these bloggers, most readers’ attention spans expire in seconds.

Unless you reel in your readers instantly, your well-crafted content goes largely unnoticed and going viral becomes impossible.

Set aside at least 15 to 30 minutes for choosing a magnetic title after crafting your post.

List three to five intriguing titles guaranteed to increase your CTR and page views. After carefully thinking through each option, select the one that inspires you like no other.  Ask your friends or followers for feedback.

Most importantly, test and learn from data you collect looking at engagement metrics, such as social sharing and page views.  Double down on best-performing headlines and keep testing new ways to engage your audience.

Garret Moon proposes re-writing your blog headlines at least three times to A/B test your headlines using Twitter and email marketing. If you are serious about blogging, invest as much resources and time as you can to headline testing and optimization.

6 Lessons for Writing Irresistibly Magnetic Blog Post Headlines

At SearchDecoder blog we did an in depth headline analysis looking at the most popular posts of 2013. The data included over 30K visits and 6K social shares.

Most of the content featured in the study that made the top 10 lists was generated by NYU students participated in the Inbound Marketing Clinic and couple recent grads who work with me at Lowe Profero. The objective of this post is not to brag but rather share data insights with the blogging community to get feedback.

SearchDecoder Top 10 2

Top 10 Most Popular Posts on SearchDecoder Blog in 2013

Use Power Verbs

Use power verbs to goad readers into clicking on and sharing your content. Imagine yourself as a blogging commander, enticing to swift action with assertiveness. Start titles with actionable verbs like “Read,” “Download” or “Learn”.  Actionable verbs can be visualized and acted upon easily.

Keep things simple and never use a power verb in any spot other than the beginning of your title. Maximize the effectiveness of these action words.

The third most shared blog post on SearchDecoder, Optimize Your Click Through Rate on Google (Infographic) is a good example of using a power verb to drive action.

SearchDecoder Take Action 3

Employ Colorful Adjectives

Colorful adjectives effectively magnetize eager readers to your titles. Consider using colorful words to appeal to the imagination. If readers can see what you wish to convey, you will generate high CTR.

Pull out a thesaurus. Scour the manual to find descriptive, entertaining adjectives to lasso readers’ eyeballs. Test words like “awesome,” “unstoppable” and “unconventional” for engaging your reader’s visualizing faculty.

The number-one most shared, read and commented on blog post on SearchDecoder, 10 Unconventional Keyword Research Tools to Include in Your SEO Toolbox, generated over 7K views, nearly 700 social shares and over 30 comments. Moreover, it got picked up by the editors of Moz Top 10.

Interestingly, the two blog posts I’ve published using the word ‘unconventional’ in the title made it to the top 10 most shared blog posts on SearchDecoder.com.

10 unconventional keyword research tips 4

Arouse Curiosity

Reading questions piques your interest. Interested web visitors set the foundation for viral blog posts.  Readers rarely scan question-themed titles without clicking through because inquiring minds need to know.

Brian Clark notes on Copyblogger that sharing benefits via insider knowledge is a timeless approach to crafting magnetic titles.

Asking questions or exposing industry ‘secrets’ compels clickthroughs because few can resist mystery. Observe the masterful novelist. Supreme writers craft cliffhangers filled with mystery and intrigue. How could you put down these page turners when each chapter ends with either a question or some other secret yet to be revealed?

One of the top shared blog posts on my blog, The 10 Secrets of Effective Bootstrap Digital Marketing for Startups, leverages this tactic. If you want to successfully run a startup, getting enough credible information is critical.

Crafting this title for the accompanying deck on SlideShare goaded readers to click through and share it on Twitter at a stunning rate, appearing on SlideShare’s homepage as ‘Hot on Twitter’ and boosting its views to over 7K.

Build Lists (Always)

Building list-themed headers is a surefire approach to crafting magnetic titles. In fact, 9 out of the 10 best performing posts on my blog included a list in the headline.

Testing various numbers in list headlines (I tested between 7 and 30) on my blog didn’t indicate a clear winner (statistically), however the number 10 performed best.

Readers need gobs of information to satiate their curiosity. The average web cruiser craves thorough content. Sharing 11 tips or 8 steps to solve a particular problem draws readers in because they expect to find a practical answer to their specific questions.

Jeff Goins notes how using obscure numbers in titles like 19 or 37 can appeal to readers. Experiment with different single and double-digit numbers to see which titles result in the most clicks.

The highest number in the list headline I used was 30 and it performed surprisingly well (contrary to the less is more approach). The 30 Awesome Free SEO Tools for Small Businesses headline was the 8th most popular blog post on Searchdecoder in 2013.

Use the Magic Words

“Quick,” “Easy,” and “Simple” are the magic headline words guaranteed to boost clicks pronto. Do you want to know the quick, easy or simple way to solve a problem you have been trying to address? Of course you do.

Appeal to the Internet culture of today by using these magic words frequently. However, make sure that the solution is quick, easy or simple to keep your credibility intact. Promising a simple solution to a problem but following up with complex instructions can damage your online reputation.

Add “lessons” to your ‘magic word’ list. People read blogs to learn, and no matter how ‘easy’ your advice seems, it is always a good idea to anchor your findings in data, interviews or case studies. The #5 best performer on SearchDecoder, 7 Lessons for Effective B2B Content Marketing via the Maersk Line Case Study, drew in eager students quickly.

Pick Up the Paper

Always learn from the pros. Read a newspaper or scour online news sites to find appealing blog post title ideas and become a trusted curator of information for your community.

Follow the example of the 8 Internet Books You Should Read in 2014 post that performed exceptionally well for me during the slow Holiday period in December. Whatever you are blogging about; there are tons of relevant books and blogs you can curate.

Vintage Books 5

Mine the web or your local newsstand for creative, proven titles guaranteed to increase blog readership. Taking a cue from some of the best title writers on earth is a simple way to create a viral post.

Curating content proved to be the most low-effort, high-return activity on my blog. The 8 Content Marketing Statistics You Need to Know title was the second best performer on SearchDecoder.

Headlines are visual

It’s a social media world. If you want to increase the sharibility and CTR of your blog posts, include eye-catching images and visuals which get populated on your homepage and social media feed. Spend time choosing the best ‘featured image’ for every headline.

SearchDecoder blog posts 6

What didn’t work?

Using names of influencers in blog titles didn’t perform well for me. While the Q&As and interviews represent some of the best content on my blog, they underperformed in terms of traffic and engagement. Using Twitter handles and hashtags in the headlines didn’t perform well for me either.

What worked for your blog last year? I’d love to hear your best-performing blog post headline in the comments section.

Matthew Capala is a growth-focused Internet marketer and entrepreneur, who understands both the user and algorithm. He built SearchDecoder.com, a place for bootstrap marketing ideas for entrepreneurs. Matthew currently teaches a graduate class on search marketing at NYU, works as a growth consultant, while making the final touches to his upcoming book: SEO Like I’m 5. He is a dynamic speaker, trainer and blogger. 

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.

Got a HOT Post on Your Blog? Here’s What to Do To Find and Optimise It

Yesterday, I shared a post that analysed 5 posts I wrote in the first year of Digital Photography School, that went on to generate a lot of traffic for the site.

Today, I want to build upon that post and share some tips on how to capitalise on such posts to help you to build your blog even further.

You see, getting a post to the point where it’s generating decent traffic is just half of the challenge a blogger faces. If you have such a post, your work has only just begun!

Any post that is generating decent amounts of traffic, whether it’s temporary (as the result of a social media event or another blog linking up), or whether it’s because it’s ranking well in Google and generating decent long tail traffic, is a golden opportunity.

Every person who arrives on your popular post has the potential to help you reach your goals. They could:

  • Read another post (generate another page view which can be good for advertising revenue)
  • Subscribe to your feed or newsletter and become a regular reader
  • Follow you on one of your social media accounts and become part of your community
  • Buy a product you’re selling or promoting as an affiliate
  • Share the post with other people and help generate more traffic

You can add to or subtract from this list depending upon your own goals and objectives.

The key is to be aware of what posts are doing well for you in terms of building traffic and optimise those posts to help you achieve your goals.

Let’s break that down into two parts:

1. Build Monitoring Post Performance Into Your Workflow

Unless you’re aware of which posts are doing well, in terms of traffic, you’ll never know which posts to optimise.

Most bloggers don’t have too much of a problem with this. In fact, many of us quite obsessive about checking our blog stats! However, there are a variety of things that are well worth keeping track of on your blog. Here are two things I do regularly:

Check Real Time Stats

I love Google Analytics and have loved their addition of Real Time stats.

Optimizing posts google real time stats

This tool means that at any moment I can see a variety of great things about what’s happening on my site, including total visitor numbers but also which posts are particularly hot at any point.

I keep ‘real time stats’ open most of the day and check it numerous times through the day as part of my normal working rhythm.

So if there’s a post that is going viral due to something happening on Facebook or because another blog has linked up, then I can immediately identify that post and think about how I might leverage that traffic.

This is only really useful in helping you to identify temporary rushes of traffic so it is also important to keep checking of long tail traffic that might be slowly building up over time.

For example – yesterday I gave the example of a post on the topic of ISO in photography. This particular post has never really had a day of viral traffic but over the last 6 years it has generated over 2 million page views. It’s simply ranked well in Google which, every day, sends a few hundred visitors to the post.

Digging Deeper to Identify Long Tail Traffic

If I was only ever checking Google’s ‘real time stats’ I might never have noticed that post was doing well – so it’s also important to dig deeper.

So every month I spend a little time looking at what posts have done well on the site. I look at this both to see what new posts have done well from newsletter traffic, social media etc – but also drill down further just to look at search engine traffic.

Here’s a screenshot of last months search traffic to posts:

Search traffic last month

This is golden information to be aware of as it identifies some key posts and pages in the archives that I should be spending time optimising (see how below). Collectively these pages send a lot of traffic over time to the site, if I’m not paying attention to them I’m wasting some great opportunities.

2. Optimising Pages

Once you’ve identified which pages are seeing higher than normal traffic to your blog you then want to turn your attention to thinking about how to leverage that traffic.

How you do this will depend upon your own individual goals for your blog.

Here are a few things that I have done on some of my key pages:

Note: all of these things you should be doing on all of your posts to some degree. Your goal should be to have a blog that will call people to action in all the ways mentioned below – however when you have key pages that are performing above average – you’d be crazy not to spend a little extra time polishing up those posts!

Directed people to my Newsletter

The #1 goal for me when a new person arrives on my blog is to get them to signup for our free weekly newsletter. We do this through a popup that shows the first time that they arrive but on my key posts, I also add a specific invitation to subscribe to our newsletter in the post itself.

At times I do this as an update at the start of the post but often I’ll leave it to the last line of the post when the person has had an opportunity to digest the content and has hopefully been helped by the post.

Interlinking Posts

In most of the posts I featured in yesterday’s blog post, you’ll notice that they link to other relevant posts.

My goal is to get people deeper into my blog’s archives where they’ll hopefully realise that there is a lot of useful content that they should keep exploring.

My feeling is that the more posts a person reads the more likely they are to subscribe and keep coming back. Each post they view is not only an ad impression (which helps pay my bills) but also an impression upon them as a person about the brand of the site.

I will add these links both within the posts, as I mention concepts and topics that I’ve written about before, as well as ‘further reading’ sections at the end of a post (a place that people are looking for something else to do).

Promoting Products

I don’t do this on every ‘hot post’ but if the post is on a topic that is relevant to an eBook that we’ve produced I’ll certainly add a link to that eBook at the end of the post.

For example in yesterdays post I linked to a popular Photoshop post that I’d published in which I promote our Post Production eBook at the end.

Again – I wouldn’t do this for every post, just those that I have a relevant product for.

Opportunities to Share the Post

If the traffic coming into a post is coming from a social media source, and I notice it while the traffic is still coming in, I will often add a call to action to share the post on that social media site.

For example, at times I’ve noticed rushes of traffic coming in from Pinterest on particular posts. In these cases I will often add a Pinterest Button to the post at the bottom of the post (we already have one at the top).

Other times, I have noticed great traffic from Twitter so I’ll add a call to share the post on Twitter.

Optimise for Search

If the post is generating decent search traffic it might be worthwhile spending a little time thinking about how you might tweak the post to rank even higher in search engines.

I use Yoast’s free WordPress Plugin to help with this process and will often tweak meta description, alt tags of images, add headers etc based upon the recommendations in that tool.

I don’t spend a huge amount of time on SEO when it comes to building links to my site (in fact I spend no time at all and concentrate on building useful and shareable content) but if I do see a post doing well in search I will focus a little time on improving ‘on page’ SEO.

6 Reasons to Link Away from your Blog

This is a guest contribution from Adam Grunwerg.

The world of SEO and blogging is kind of limited in that most people will tell you the same things: “build high quality content and do personal outreach in order to receive natural authority backlinks”.

For example, this awesome resource from PointBlankSEO.com is genuinely one of the best articles and tools I’ve ever read for link building strategies in 2013.  It offers hundreds of tips for building white hat links such as PR, competitions, tools, interviews and tests.

However, I still feel this misses the point.

It focuses entirely on link building tactics, rather than how you can increase the perceived value of your content to users – namely by linking away from your blog.

Why? Well here are 6 great reasons to link out.

1. Useful Resource for Readers

The best bloggers will routinely link out to content on a regular basis because it provides readers with more information about a particular subject. For instance, if someone is looking for charts or tools not hosted on your site then it makes sense to link out for your reader’s benefit.

You can even include a cloaked affiliate link if you’re interested in getting credit for the referral (although transparency about affiliate links is always recommended)

2. Creating a “Top List” of the Best Resources or Products

Creating lists such as “13 Tools and Services that I use Everyday” or the “Top 5 Affiliate Blogs” are extremely popular among readers. By linking out to the best resources, you can improve your relationships with other bloggers and websites. It’s a bit like re-tweeting some else’s status – it’s a way of supporting great content and becoming known to the author.

3. Give Credit to External Research and Statistics

Backing up your articles with research and statistics from external resources helps add credibility and value to your content. If you use someone else’s statistic or surveys in a piece then you should also ensure you quote or link to the original source.

4. Interviews and Quotes with Experts in the Industry

Many bloggers and newspapers will routinely look to interview industry experts in order to get better insight and quotes for their story. If you want to add value to your website this way then you need to build some solid contacts, engage in B2B relationships and use PR enquiry services such as HARO and Response Source (both of these services are free to use).

5. Publish Charts, Infographics and Aggregate Data on your Site

Using visual chart and infographics can make it much easier to get a point across to your readers. If you publish someone else’s infographic, you should give credit to the original source as they’ve taken the time and cost to research, produce and distribute it.

6. Improving your SEO, Usability and Panda Score

The best websites will link out to high quality sources for their articles and it’s great for SEO and website rankings. While incoming links are more important (from a ranking point of view) outbound links, to valuable content, is good for your readers and that’s what gets rewarded long term. Too many blogs are scared of linking out in order to preserve their own Page Rank but they’re actually missing out on the other rewards.

Remember…

Linking away from your blog can increase the value of your own content; help build real relationships with other bloggers; and in many cases it’s just the right thing to do (a bit like when you use someone else’s images).

If you’re scared of losing traffic to other websites through external links then you can always use the target=”_blank” HTML tag in order to force open the link in a new window, or you can use cloaked affiliate links to be compensated for the referral.

whiteboard

Image by Jeff Kubina, licensed under Creative Commons

Now it’s over to you. How much link love do you send away from your blog?

Adam Grunwerg is an Internet marketing specialist who runs his own consultancy at http://www.searchable.co.uk.  He writes extensively about marketing, PR, blogging and affiliate marketing.

Increase your SEO with Team Content Marketing!

This is a guest blog contribution from Matt Ganzak, founder of EliteGurus.com and BuildNetworkPlus.com.

Content marketing and SEO is getting more difficult. Each day, there are thousands of new domains purchased and thousands of new websites going online.

Most new bloggers and content writers will get started with their site, staying active for a couple months, and then reality hits them. No traffic to their articles. The time does not seem worth the effort.

Content Marketing can be FRUSTRATING!

Frustration on a keyboard

In an effort to remove outdated and irrelevant search results, Google has been updating their systems over the years with a series of updates. The latest Google update, Penguin, was said to lower the ranks for websites that have poor quality links and also took into consideration the relevancy.

This was the push some businesses and bloggers needed to find a better way to build quality SEO.

Today’s Content Marketing Strategy for SEO

According to Google, the best way to get quality rankings is to follow this guide:

1)     Post quality content that gets shared

2)     Have social widgets easy to access

3)     Use Google Plus profiles for authors

4)     Use Google Plus Pages for sites

5)     Guest blog on other sites to earn link backs

6)     Do not buy links

7)     Setup your web pages targeting keywords

8)     But do not over optimize

In a nutshell, there is no shortcut to boosting your organic traffic, so just put out the quality content and they will come. Well, this strategy is causing newbie bloggers to get frustrated.

So what is the solution?

I have been teaching my clients to build networks within their niche industry, and share each other’s articles. This is a strategy that will build your organic SEO naturally as all the sites work together to grow traffic. Many bloggers choose to be loners and just focus on “their audience” but realistically, today’s Google Algorithm stacks the cards against these loners.

Fact is, you need to reach out and make new friends. Connect on the social networks, and reshare each other’s content. Then also guest blog on each other’s sites and even send newsletter’s to each other’s lists. If you build small niche teams and work together, Google will build your PageRank and Domain Authority as your sites grow together.

Focus group

Copyright Yuri Arcurs – Fotolia.com

This strategy does not create overnight success, and can be rather time consuming. But Google will index their community with excellent authority and continue to do so as her network grows.

Steps to creating your Network

The first step is to decide on your niche market, and do not stray from it! If you confuse Google by having so many different industries, Google will not index you with high relevance for your target industry. Choose and stay the course.

Next, determine who your competitors are in your vertical. You can do this with a Google search for your keywords. And I always like to check Alexa.com rankings to get a look at their traffic score.

After that, choose relevant keywords with high search volume but low competition. I suggest picking 4-7 keywords to target. If you choose more, you can spread your site too thin which will lower your keyword density for your target keywords.

Lastly, find out where your niche industry peers hang out. This can literally mean go to networking events in person, or meetup groups. Take business cards! But you will also want to find online communities dedicated to your niche. Get in, get involved and start networking together.

Personally, I have been doing this sort of networking for the past year and my group has been growing. If you would like to join, I would be more than happy to chat and put up guest posts on any of my websites.

So let’s all work together to improve our PageRank and Domain Authority to grow our readership together. Content Marketing and SEO has become a team effort. I look forward to meeting each and everyone one of you.

Matt has been working in marketing for the past 12 years. He is an innovator of new ideas and has been training businesses on building their online presence. He specializes in Website Development, SEO, blogging, PPC, media buying and monetization strategy. Connect with Matt on EliteGurus.com, and be sure to check out his WordPress hosting (DollarWebsiteClub.com). 

How We Increased Organic Blog Traffic by 203.5% in Less Than 3 Months – And You Can Too

This is a guest contribution by Kristina Allen, marketing consultant for AdEspresso.

Over the past couple of months my team at AdEspresso has increased our organic blog traffic by 203.5% and I’m going to share the secret of exactly how we did it!

Step 1: Conduct Keyword Research

When we first started working on driving (more) organic traffic to the AdEspresso blog our team began with keyword research. We used SEOmoz but you can easily get a keyword list using Google’s free Keyword Research Tool.

When using Google’s keyword tool simply type in  a couple of relevant key phrases and then Google will search for related keyword ideas along with their search volume.

Because Facebook advertising is a really popular topic the overall keyword list is pretty gigantic so I immediately sorted the list by highest number of searches.

I then went through and highlighted in green the keywords that I thought I could easily turn into blog post topics. (I also highlighted in yellow keywords that I thought would be good for us to try and use as anchor text in link backs to our site – but that is for a different project).

The keywords I did not highlight were skipped over because they were either too generic or would not have made a good blog post topic for us. For example, “facebook ads coupon” was skipped over because we do not have any Facebook ad coupons to give away and a blog post about Facebook ad coupons wouldn’t have helped us drive the right people to our blog.

Most people who use Facebook ad coupons are first-time social advertisers who are looking to experiment with Facebook ads. Our software is made for Facebook advertisers who know what they’re doing and are looking for an easier way to create ads and also deeper insights into the performance of their campaigns.

It’s really important to select your keywords carefully because the goal of increased traffic shouldn’t be about getting a bunch of people to visit your site for a few seconds. It should be about driving high quality traffic.

Step 2: Include Keywords in the Post URL

Once you have your list of keywords it’s time to get to writing! Simply start going down the list and turning keyword ideas into blog post topics.

For example, one of the keyword phrases we researched and deemed appropriate for our blog was “facebook ads on mobile” since AdEspresso can help you create and analyze mobile Facebook ad campaigns. With the keyword phrase “Facebook ads on mobile” in mind I wrote a post called 5 Tips for Rocking Facebook Ads on Mobile Devices and published it to the AdEspresso blog. I made sure to include the keyword phrase in the URL of the blog post like this for SEO purposes:

Another keyword phrase we want to rank for is “Facebook Suggested Posts” I wrote a post called How to Run Suggested Posts Like the Pros. The URL for the post includes the keyword phrase of course:

However, you will notice the title of the post does not include the word Facebook in it at all. That is because I thought How to Run Facebook Suggested Posts Like the Pros didn’t sound quite right. However, the body copy does include the word Facebook quite a bit and we are still able to rank for the phrase in Google:

This leads us nicely into step three…

Step 3: Include Keywords in the Post

When you’re putting together your post be sure to include your targeted keyword phrase in body copy of your blog post frequently but naturally. Do not keyword stuff your post as this will likely get your penalized by Google and will definitely turn away intelligent readers.

What I do is write a post draft without thinking about adding the keyword phrase in at all. This allows me to focus on creating high quality content without worrying about the technicalities that come along with SEO.

After the post is finished I go back and see if and where I included the keyword phrase naturally. Usually I’ve included it enough times naturally that I do not need to make any edits. Sometimes I’ll have words flipped around a little bit and just need to make small adjustments with phrasing.

For example, using the keyword phrase “Facebook suggested post” I might have written “when putting together a suggested post on Facebook you should…” in my article. If so, I’ll just adjust it so that it reads, “A Facebook suggested post should include…” allowing me to get my target keywords in while saying essentially the same thing in a natural way.

Step 4: Stick to a Posting Schedule

One of the top rules for building up readership for any blog is to stick to a posting schedule. Whether you’re running a business blog or a personal one, frequency + high quality content will get you far.

Sometimes the hardest part of sticking to a schedule is wondering what you should blog about next – that’s the beauty of having a keyword list. You’ll never run out of great ideas! You can quickly go down your list and find a topic that people are actively searching for and help them out!

If you have a business blog, research shows that the more often you post the better your customer acquisition results will be:

Since we started actively trying to increase organic traffic to our blog we have been posting twice per week on Tuesdays and Thursdays. While we would love to post more frequently, we’re a small startup team and we all have a million things to do. Posting twice per week is a schedule that we know we can manage and stick to, so that’s what we’re doing for now – and the results are positive!

Step 5: Understand that Growth May Be a Slow Process

When it comes to increasing organic traffic for your blog, understand that it may be a slow process.  Unlike posts that go viral through social media channels, organic traffic takes time to build; however, it is often the gift that keeps on giving for years down the road.

A post that goes viral will likely send you a lot of traffic over the course of a day, week or even a month and then die down. A post that drives organic traffic will continue to send you a steady stream of visitors over the long haul. That’s precisely why organic traffic is highly important for any blog. While you are building up your organic traffic you should also be sharing your posts via social media and bookmarking sites for the biggest boost.

And there you have it, the step-by-step process we followed to grow our organic blog traffic by 203.5%! We’ll continue to follow this process (and stay up to date with trends in SEO) to provide high quality content for our blog readers on topics we know they’re searching for information about.

This post was written by Kristina Allen, marketing consultant for AdEspresso, a Facebook ads manager that allows you to quickly create and a/b test Facebook ads for maximum campaign results!

Why Interlinking Your Blogs Posts is a Must (and Not Just For SEO)

This is a guest contribution by Daniel Vassiliou of Endurance SEO.

Everybody loves (LOVES) to talk about link building and find the latest and greatest technique for building backlinks to your blog. While this gets you more traffic and better rankings in the search engines, it can draw away from an equally important aspect of your blog – internal (or onsite) SEO.

Not only does a good internal SEO practice help boost your rankings by making it easier for Google’s crawlers to access your pages, but it also allows real people (yeah, they’re still on the internet) to navigate your site and hopefully stick around longer.

A major part of onsite SEO is the internal linking of your blogs pages, and this post will explore the intricacies of interlinking your blogs pages to one another.

Linked

Image copyright stock.xchng user lusi

Why Interlink Blog Posts?

The main goal of interlinking your blog posts is to have search engines be able to easily crawl and index all of your pages, as well as see the structure of your site. A clean structure makes it so all of your pages get indexed, which means it can match them to search queries.

Since Google strives to give the best experience as well as the best content for queries to its searchers, the quality of your site layout comes into play when rankings are determined.

Benefits Other Than SEO

There are plenty of blog posts that will tell you that interlinking is only important in regards to SEO, but this simply isn’t the case.

Internal links make it easier for your readers to navigate through your site and find more content. Imagine someone finding a post of yours through a Google search. They could read it, get the information they want, and exit or back out without a second thought. But if you incorporate anchor text links within the blog, leading readers to other relevant posts, of a sudden your readers are exploring your site for an extended period of time, rather than only a few minutes. And this greatly increases the chance of them subscribing or coming back another time.

Bounce Rate

Drawing visitors into your blog for longer periods of time will lower your bounce rate, which is important because Google uses your bounce rates as a metric to determine if your blog has good content or not. Google tracks if searchers jump into a post, look at a single page without exploring deeper, and bounce back out of the page. If this happens a lot on your site then Google can tell that people aren’t finding your site useful and you will experience lower rankings as a result.

This is a great Problogger post about reducing bounce rate. Pay special attention to the first Navigation Bar tip as it is a form of internal linking as well.

Ways of Internal Linking Effectively

There are two things to remember when internally linking your blogs: structure and common sense. For structure, focus on using a tiered linking system that uses a top down approach, starting with the home page. A good example of this can be seen with breadcrumbs.

Breadcrumbs

Hansel and Gretel may have been the first depiction of internet readers that we have to date. They were both so ADD that they couldn’t even remember how to get home on their jaunts in the woods. Readers on your blog are the same (in a way) but they can’t leave their own breadcrumbs to find a way back – so you have to help them out.

This is an example of online breadcrumbs taken from the Amazon query “blogging for dummies”.

Amazon breadcrumb example

Breadcrumbs show you the multiple levels and landing pages that took you to where you are. If you ended up going too deep down the rabbit hole a simple click and any crumb brings you to a broader page. There are plenty of plugins that allow you to incorporate breadcrumbs into your site, which in turn creates natural internal links on all of your pages. The best I’ve found is Yoast’s breadcrumb plugin for WordPress.

Link Naturally

Once you have a tiered system set up that internally links all of your main pages correctly you can begin to link between your blog posts. This helps to keep any one post from falling in the cracks and helps to keep everything indexed in the SERP.

There are tools that can help link naturally between blog posts – the best of which is yet another WordPress plugin known as SEO Smart Links that matches keywords to tags and titles and automatically makes links between the two.

SEO Smart links can be a great tool for larger blogs where you might forget about specific articles or if you post a lot of content. If you have a smaller blog however, it is relatively easy to link between your posts manually.

Make the anchor text relevant and keyword specific so crawlers and users know what kind of page the link is pointing to. This helps with click through rates and indexing, as well as SERP rankings.

Don’t Overdo It

It’s important not to overdo it when it comes to interlinking. Trying to manipulate the SERPs by creating thousands of exact match keyword anchor texts to your landing page looks, and is, spammy and your blog will be penalized for this abuse. Keep it natural and mix up your keywords to fit naturally within sentences, rather than trying to force your content around the keywords.

Keep it Under Control

It’s important to stay true to the tiered system of internal linking to keep things in order for users and for crawlers. Try following something close to the classic pyramid structure where the Home Page is on the top, and everything flows down from there. Linking randomly to and from landing pages, blog posts, the about page, contact pages, and whatever else you might have can quickly make a mess of things and you could be sending the crawlers on a wild goose chase as they attempt to make sense of your site.

Keep it simple for them and they will reward you with better rankings and quicker indexing, and your readers will reward you with more exploration and involvement.

It all starts with great content

Of course, the best internal linking structure is a moot point if you don’t have strong content in order to keep the readers around and interested. Any part of SEO should never take precedence over the quality of your content, but it can be used to boost strong content to the next level.

Daniel Vassiliou is CEO of Endurance SEO and has been involved in SEO and online promotions/marketing for about 13 years now. If you have any queries regarding this post or how to improve your websites internal linking strategy, then leave a comment or contact Daniel.