The key to maintaining consistent traffic through Search Engine Optimization and engaging readers is Blog Optimization. To ensure user satisfaction, businesses must focus on optimizing each post. Optimization is needed not just for new posts, but old posts need to be optimized to ensure that they receive traffic. According to statistics from Hubspot :
- 1 in 10 blog posts is compounding. Meaning that their traffic is increased over time by organic search.
- 38% of overall traffic is generated by compounding blog posts, which make up about 10% of all blog posts.
- Over a lifespan, a compounding blog post creates traffic equal to six decaying posts.
Take a look at these technical and non-technical elements to consider once you’re ready to optimize your blog.
The Non-technical Blog Optimization Tactics
Strong writing is critical.
Blogs that go off-topic ramble or do not address a certain point will likely annoy readers. According to a Hubspot report, 43% of web readers admit to skimming Blog Posts. Hence, it would help if you employed writers who can capture the target audience’s attention. The reader’s value needs to be focused on more than simply wanting to make the blog post a literary masterpiece.
Address the buyer’s problems and interests.
Your content must discuss the interests and potential problems of your customers. If you are addressing the general audience, it is time to alter your strategy and build communication with your buyer persona instead of simply reaching out to a group of people. Your blog post’s voice and tone must engage potential customers, embracing their needs, mindset, goals, obstacles, and opportunities.
Make sure the content is useful.
If your call-to-action is misaligned with your client’s need or the content is not helpful enough to the reader, you may fail to make enough conversions. Your blog post should not push your company’s sales jargon too hard, as people depend on the web to learn more about certain topics, and hence, the blog post must consider the pain points of your potential clients. Focus on helping, educating, or inspiring your leader rather than pushing into a sale for content marketing.
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The Technical Blog Optimization Tactics
Keywords
If done right, keywords can help optimize your blog. Choose 1 or 2 medium to long-tail keywords (avoid using broad terms like marketing or technology) and incorporate them naturally in the following:
- Title of the blog
- The first paragraph of the blog
- Headers (at least the H1)
- In the body of your text
- Meta descriptions
- URL
Avoid putting your keywords in places where they appear unnatural. Search engines may dock you for keyword stuffing if the keywords are everywhere. Also, check to ensure that there is some interest in the core keywords or keyphrases you are targeting.
Conversions
To make the conversion as easy as possible for your reader, try putting your call to action at the end of the post. This could include
- -An information form to collect user information
- -Sign up for our newsletter
- -Link to conversion point or another internal landing page
- -Offer a webinar, free consultation, or demo
- -Provide a gated content offer on a similar topic
- -Provide a resource or a tool
Your call to action must match your blog content to get readers to convert. It would help if you did not push the reader into a purchase when they have only landed on your site and instead focused on building their comfort before offering them a sale.
Readability
Ensure sufficient white space and choose an easy-to-read font to ensure the reader isn’t overwhelmed by your blog content. The font size should be large enough to accommodate smooth reading and incorporate bullets and headers as far as possible. Use multimedia to break larger chunks of text and maintain reader engagement.
The Flesch-Kincaid readability test, found in the Yoast SEO tool, is a quantitative measure of readability.
Mobile optimization is another essential part of readability, as most users use phones to access the content. Hence, the mobile view is as important as the desktop view.
Linking
To help readers find more information on a certain topic, you must link internally to other pages on your website. You could also relate to outside expert sources to make the content more interesting and provide contextual references for your reader. Avoid making the blog look spammy by adding too many links.
Test What Works Best: Identify Top Performing Content
Depend on analytics to discover the highest-performing blog content in terms of conversion. Analyze if it was the technical element or the non-technical element that helped the content serve better. Identify what was unique to the content that drove most conversions.
