In my previous article, I discussed why blogging is hugely beneficial for your business and how to get a blog up and running. A busy blog is a successful blog and this post takes it to the next level and gives you the best ways to drive traffic to it.
Create Smart Content
There’s a difference between creating good content and creating smart content, and what I mean by that is smart content is content that is useful and relevant to your audience. You may have written a brilliant article on the 8th wonder of the world, but if that article isn’t relevant to your audience, then it won’t work. It’ll be good, but it won’t be smart.
This is where some research comes in and you’ll have to find out about your customers and clients and try to fill a specific need of theirs. By creating relevant content at a valuable time your engagement will be high. Also, try to create content that falls into one of these categories; educational, motivational, funny. If it doesn’t, it’s likely that it won’t get seen.
Headings and Keywords
How many times have you clicked on a link from a Google search or on your Facebook timeline just because the heading was intriguing? Hundreds. And this is where creating thoughtful headings comes into play. Now I am not saying your content title should be used as click bait, but create a title that you think your clients will be searching for. Your customer is more likely to search for ‘How To Use Facebook For Business’ than they are ‘Facebook & Business: Let’s Get It On!’.
A keyword, in terms of SEO, is a word or phrase that describes the content of your page. When search engines crawl your site, they will look for your keywords and display your post in relevant searches. Now using keywords is less fancy in SEO than it used to be, but is still majorly important. When creating the content for your blog posts make sure to include relevant keywords. Try to include them in your heading, maybe a sub-heading and definitely in your copy.
Get That Blog Super Speedy
Ensuring that your blog is fast enough affects every site stat that you should be monitoring. Search ranking. Bounce rate. Page views. All of these stats, and plenty more, are determined by how fast your site loads. If your blog is slow, somebody is less likely to stick around for the content. Now making major changes to speed up your blog can become quite advanced but fortunately, Google has a handy tool called Test My Site which analyses your websites speed and gives recommendations on ways to improve.
The other major factor that comes into play is how mobile friendly your blog is. A report from Marketing Land states that over 56% of traffic to major websites comes from a mobile device, and that is definitely going to increase over the next few years. The same tool above gives your blog a score on how mobile friendly it is and again offers suggestions to improve. Mobile is the way forward people.
Social, Social, Social!
One of, if not the best, way to drive traffic to your blog and its content is to promote it on your social media channels. It’s a no-brainer. You already have an audience that has liked your account and they are waiting to see your posts appear on their timeline. Now give them something of value for them to engage.
Create a social media strategy around your new content; pre-publish, week of publish and post-publish. Your posts prior to your article going live can be a ‘countdown’ to publishing day, post about it the week of publish and don’t be afraid to repost blog links post-publish if you think they are relevant to your audience.
Driving traffic organically really is a long game, but is much more worthwhile in the long run. Building that relationship with your followers/visitors is key to your blog gaining traction. There are other options you could consider to increase traffic; PPC, social media marketing, guest blogging, but sticking with the above principles to start with will get you off on the right foot!
Stats* for the nerds:
- Featuring a blog as a key part of your website will give you a 434% better chance of being ranked highly on search engines *
- Businesses that blog generate 2X more email traffic *
- 75% of users never scroll past the first page of search results and up to 80% of people ignore Google sponsored ads *
- 47% of users expect a web page to load in 2 seconds or less *
- 40% of people abandon a website that takes longer than 3 seconds to load *