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 too need to be optimized to ensure that they receive traffic. According to statistics from Hubspot :
- 1 in 10 blog posts are compounding. Meaning that their traffic is increased over time by organic search.
- 38% of overall traffic is generated by compounding blog posts that 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 are likely to annoy readers. According to Hubspot report, 43% web readers admit to skimming Blog Posts. Hence you must employ writers who are able to capture the target audience’s attention. The value offered to the reader 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 simply 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. The voice and tone of your blog post 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 take into consideration 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
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 then simply and naturally in the following:
- Title of the blog
- First paragraph of the blog
- Headers (at least the H1)
- In the body of your text
- Meta descriptions
Avoid putting your keywords in places where they appear unnatural. Search engines may dock you for keyword stuffing if the keywords are all over the place. Also, check to ensure that there is some interest for the core keywords or key phrases that you are targeting.
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
-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. You should not push the reader into a purchase when they have only landed on your site and instead focus on building their comfort before offering them a sale.
Ensure sufficient white space and choose an easy-to-read font to ensure that the reader isn’t overwhelmed on reading your blog content. The font size should be large enough to accommodate smooth reading and try incorporating 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 Yoast SEO tool, is a quantitative measure of readability.
Mobile optimization is another essential part of readability as most users use phone to access content. Hence the mobile view is as important as desktop view.
To help readers find more information on a certain topic, you must link internally to other pages on your website. You could also link to outside expert sources to make the content more interesting and also 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. Analyse if it was the technical element or the non-technical element that helped the content perform better. Identify what was unique to the content that drove most conversions.