By Chris Christoff, co-founder of MonsterInsights, the leading WordPress plug-in for Google Analytics.
Before the internet, consumers engaged with businesses long enough to buy a product or service, and then they would move on with their day. Times have changed, and people now want multiple ways to stay in contact with brands.
The best way to build rapport with your audience and increase sales is through content marketing. Blogs are typically the focal point of every content marketing strategy, and it’s not hard to see why. Blogging allows you to write about specific pain points and goals that appeal to your audience. It also allows you to delve into the benefits of using your product and service.
The more high-quality content you produce, the better chance you have at generating new leads and sales. Today, we will explore several things you should keep in mind if you want to maintain your blog traffic and maximize conversions.
I am going to assume you understand your target audience and jump right into improving how people navigate your blog. If people can’t quickly and easily make their way through your website, you’re going to have a hard time keeping people engaged. There are a couple of ways you can make it easier for users to browse your content, which will encourage them to spend more time with your business.
First, I suggest creating blog categories, even if you’re still in the early days of creating content. You don’t want to put off undertaking this step and end up with hundreds of posts with no clear organizational structure.
When you group content together, it’s easier for new visitors to find exactly what they need. Imagine visiting a website because you want to read about one specific category, but everything’s thrown together in one big list. Would you spend the time browsing just to find the posts you want? Odds are, you would leave and look for a brand that’s a little more organized.
Speaking of making your blog easier to browse, a search bar can also help you improve customer dwell time and boost conversions. If a user starts reading one of your ultimate guides, they may want to come back later and finish the post. Including a search bar also makes it easy for new visitors to find specific posts by entering a couple of keywords.
Create Diverse And Engaging Content
Now that people can easily find their way around your blog, let’s talk about content. The key to building an audience and growing your business is to create diverse, engaging content. You want people to stick around as long as possible, and high-quality posts will keep users coming back to read your latest articles.
One way to make your posts more engaging is to ask questions. A simple prompt that gets your readers thinking about how they want to use the information in your posts can help your research efforts and show users the value of your product or service.
For example, if you have an email marketing software as a service (SaaS), writing an article about generating leads will likely get visitors to click through and read what you have to say. You can take this a step further and include a form on the page that asks users what problems they are facing. This seemingly simple strategy can provide you with a wealth of information about your customers, which you can then use to write new posts.
I also recommend diversifying the types of content you publish. Infographics, videos and stat-based posts are all on the rise. Odds are, you already have content that you can repurpose into a new format to appeal to different audience segments and needs. If someone doesn’t have time to read a long post, a video version could be just the thing to keep users invested in your brand.
Improve Your SEO Ranking
The last topic I want to cover today is improving your search engine optimization (SEO) ranking. Organic traffic holds a lot of weight with Google. So, the more people who naturally find your site, the better chance you have at making it to the elusive first page for your chosen keywords.
You can improve your SEO ranking in several ways. You’ll first want to ensure that all of your posts on the front and back end are optimized for searchability. These factors include your URL, metadata and, of course, your articles.
Strategically include relevant keywords throughout your content, and you can expect to see a steady rise in traffic. A well-rounded SEO strategy is essential for maintaining your traffic. If you get a small surge from a new post you shared on social media, that’s great. But your SEO strategy can consistently bring new people to your website.
I suggest adding voice search keywords to your content. More people are using smart speakers to shop for products and browse for information more than ever before. If your content isn’t optimized for what someone might say instead of type, you could be missing out on countless traffic and conversions.
There are numerous ways to steadily increase your blog traffic and conversions. Today, we took a look at several tips you can start using today to build engagement, rapport and sales. As you implement these strategies on your website, review your analytics data and make changes that put your audience first, and you can bet that they will come back and potentially become customers.