Any website that is struggling to receive more traffic and clicks is usually due to a lack of quality content. Unfortunately, many websites seem content with running just one or two pieces of content that are mediocre. Yet by doing so, they are missing out on the opportunity to grow their audience and gain new customers who will continue the cycle of making money. If you're looking for help generating more leads online, then you should read this article! It covers how businesses can use SEO as well as marketing tactics like content creation and social media outreach in order to further their brand presence. If you have a youtube channel, Youtubestorm will provide a lot of youtube subscribers, likes and views for your business.
So 2019 brings more organic traffic to every website. With four tools, the following tips, a little time and patience, classify, optimize and strategically position existing content.
In 2019, the content “strategy” of many companies will only consist of posting new content on the web at regular intervals. This creates more and more content that nobody cares about after publication. It is worth looking back, because among all the pieces of content that have received very little or no traffic since their publication, there are some real traffic pearls.
This article gives plenty of arguments to reconsider the handling of existing content. What works well should work even better. What doesn’t go well should be optimized. Some things are not worth the effort – that must then be gone!
Tip 1: Carry out a content check – what are winners, where are the losers?
If the look back is a done deal, the first thing to do is to find out where the pearls are hidden under all the little content stones. Two tools help with this task: web analysis (Google Analytics, Matomo or others) and the webmaster tools of the various search engines, e.g. the Google Search Console (GSC).
Perspective and overview with tools
Figure 1 shows the “Landing Pages” report from Google Analytics, Figure 2 shows the page analysis in the GSC “Performance” report (new Search Console). With the right filter, you can concentrate on the pieces of content to be examined (e.g. blog, guide, glossary). If you then sort according to a wide variety of metrics (sessions, bounce rate, session duration, conversion rate, amount of impressions and average position in the search results pages), then all already published content can be classified.
Fig. 2: Page analysis under “Performance” in the new Google Search Console
The good in the potty, the bad …
Such an analysis often reveals something astonishing. Pieces of content that are many years old and have never been updated are consistently driving traffic to the website. The proportion of these traffic pearls in the overall content is often small. Other posts rarely receive external traffic – some have not received any for years. The content can now be divided into these three categories: winners, losers with potential and real losers.
Tip 2: Make winners even better – comprehensive, up-to-date, contemporary!
Depending on how long a traffic provider has been online, it can be embarrassing that so many users are directed to it every day. Temporal references in it are already a thing of the past, screenshots are out of date, new developments and aspects of the topic are not taken into account. All of this contradicts one of the essential goals for content marketing: reputation building.
TOP content always up to date
So it is first and foremost about keeping these traffic generators up-to-date – an obligation to the readership and your own expertise. It is best to establish fixed cycles for reviewing the successful pieces of content. Then just read through regularly, update time references and add new aspects.
Text plus X
The internet is multimedia. Content should therefore no longer just consist of text. The combination with pictures, videos and podcasts makes a piece of content not only more pleasant to consume for a much wider audience. This also opens up more ranking options. In addition to hits in the classic search, image searches, video and audio platforms also provide access to this content.
Tip 3: Pick low hanging fruits – more success for the losers with potential!
During a content check, there are always contributions that can be described as aspirants for a traffic generator. In the webmaster tools of search engines it becomes clear that such content is already ranking on the right keywords. In Figure 3 you can see this using the example of a blog post on the website www.SEO-Profi-Berlin.de . This blog post is about the question for which Google has already placed the post in search results pages. However, the average positions in the corresponding search queries are mostly on page 2.
Investigate search result competitors
Although the article represents a potential search result for the appropriate search queries, there seem to be at least ten pieces of content on the Internet that have a better answer to these questions – the TOP 10 hits. These search result competitors should be examined more closely:
How is the topic dealt with there?
Which aspects are dealt with?
How is the topic illuminated?
What is the conclusion and how do the authors get there?
Everything that stands out, taking this into account, should be noted down. Then you compare your own piece of content with it and add what is missing. In the ideal case, a piece of mega-content arises from your own contribution that refers to everything that is necessary for a TOP 10 ranking.
Find the right words with the “magic formula” WDF * IDF
In order to be absolutely sure that no significant aspect has been left out or neglected, a final check is worthwhile in the next step. WDF * IDF tools help to discover such gaps. Here you enter the link to the revised text and the focus keyword of the piece of content.
The tool then compares the term weighting of the newly revised content with that of the content pieces that are among the top-ranked articles on Google. As can be seen in Figure 4, deviations are shown in graphical form. From this one derives further optimization potential.
Basis for good rankings: OnPage SEO criteria
In order for the search engine to be able to present the piece of content to the appropriate searcher at the right moment, it is essential to ensure that the focus keyword – the search query that is thematically closely linked to the article – is included in these positions of the HTML document: page title, Meta description, main heading, subheadings, file names as well as ALT tags and
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