By Sean Tinney June 29, 2023
Have you ever ever written content material in your weblog and thought “that is one of the best content material I’ve ever written?”
You publish it, market it on social media and ship an electronic mail to your viewers. And other people appear to find it irresistible initially; however after the primary day or two of consideration… nothing.
How can this be?
The reply is fairly easy, your publish was by no means optimized for natural search.
You’re not alone. We had a weblog publish “Right here’s How E mail Shade Can Affect Subscriber Conduct” that fell into this class – superb content material, no site visitors.
Right here have been classes from Google Analytics for the previous couple of years for this weblog publish.
Once I dug a little bit deeper, I observed that we weren’t focusing on any key phrases that folks really seek for. Nobody is looking for “how electronic mail shade impacts subscriber habits.”
Once I carried out key phrase analysis in ahrefs, these have been the highest outcomes for “electronic mail” and “shade”:
So how did I take a weblog publish that had zero natural site visitors relationship again to its launch in 2016…
And switch it right into a publish that’s seeing 4 straight months of natural site visitors progress?
I optimized the content material primarily based on key phrases individuals have been looking for. Right here was my course of for optimizing this particular weblog publish for search engine optimisation.
1 – All of it begins with key phrase analysis
I take advantage of ahrefs for my analysis however there are a number of different instruments you should use like Semrush or Moz.
The weblog was about how shade can have an effect on subscriber or shopper habits so I began with a common search time period of “shade”.
Then I narrowed my search by together with phrases that may very well be related to this weblog. So I included the phrases “habits” and “advertising”. My thought was “electronic mail” was too particular however common phrases like “habits” and “advertising” would possibly present some natural key phrase phrases to focus on.
The highest outcomes confirmed that persons are looking for phrases revolving round “psychology of shade in advertising.”
So I made a decision to optimize the weblog round that time period.
2 – Inside analysis
Now that I had my matter, I needed to see if we had another weblog posts speaking about shade. The explanation for the inner analysis is since you don’t wish to optimize a publish on a subject that has already been written in your weblog. These two weblog posts would then be competing towards one another in your goal key phrases.
I used Google Search Console to search for search queries that contained the phrase “shade” to see if there have been any weblog posts getting natural site visitors for the same material.
My analysis discovered a weblog written in 2017 with the title “Shade Idea for Signal Up Type Design”. This content material was similar to the content material I used to be optimizing besides it was speaking about how shade can influence a join kind.
Subsequent I needed to see if this weblog warranted its personal publish or may I mix it with my new weblog. I seemed on the clicks from Google Search Console over the previous 12 months. The information confirmed solely 45 individuals clicked a search question to get this weblog publish.
Subsequent I checked out classes from all channels in Google Analytics. And the previous 4 months confirmed natural site visitors. Even previous to that we solely averaged 50 classes a month.
The natural site visitors was so low, it didn’t warrant protecting it as its personal publish.
So I made a decision this extra content material would make my new weblog publish even stronger, so I added this content material to my new weblog.
3 – Reposition the weblog content material
I beloved the content material from the unique weblog “Right here’s How E mail Shade Can Affect Subscriber Conduct” however that was very particular to electronic mail advertising. I needed to maintain this content material, however knew as is, it wasn’t going to drive any natural site visitors.
So I made a decision to reposition the weblog to speak in regards to the psychology of shade in advertising. Right here’s how I did that:
Created a brand new title “The way to use the psychology of shade in advertising to extend your outcomes” to explain what the weblog was about.
New optimize content material
Added new content material, together with research, about how shade influences habits in advertising.
Within the content material I additionally made positive I naturally included key phrases I needed to rank for together with “psychology of shade in advertising” and “advertising shade which means”.
Included charts to focus on the completely different shade meanings, my thought right here was that I may additionally rank with the photographs (which I used to be proper, a few of my natural site visitors is coming from individuals clicking on the photographs within the search outcomes)
Transitioned to prior content material
After highlighting how particular colours can affect shopper habits, I transitioned into how this may be utilized to each join kinds and electronic mail advertising. That is the place I added the content material from the unique two weblog posts.
New URL with redirect
Lastly, because the authentic blogs URL’s have been about how join kind (/color-theory-for-sign-up-form-design) and electronic mail (/how-email-color-impacts-subscriber-behavior) shade impacts subscriber habits, I created a brand new URL (/how-to-use-the-psychology-of-color-in-marketing.htm) and I redirected the opposite two URL’s to the brand new one.
Optimize your weblog for search engine optimisation
Since I used content material that was already created, I solely wanted to put in writing about 40% of this 2,500+ phrase publish.
Now it’s your flip. Discover a weblog that’s merely a tremendous piece of content material, however for some motive is simply not driving natural site visitors. Do analysis and discover key phrases that you could possibly incorporate that may give this publish an opportunity to get natural site visitors.
To provide your self a greater probability to rank excessive for a number of key phrases, I like to recommend you seek for key phrases which have a key phrase issue underneath 40. These are much less aggressive and offers you a greater probability to rank faster.
Bonus: The way to optimize a weblog that’s already getting sturdy site visitors
I simply shared with you my course of for optimizing my content material for search engine optimisation on a weblog that had zero classes over the previous a number of years.
However are you able to and must you optimize a weblog publish that’s already getting sturdy natural site visitors. The reply is totally.
I optimized this weblog publish – weblog.aweber.com/study/how-to-get-email-addresses – that had 3,242 natural guests over the earlier 12 months and was rating within the prime 20 for a number of strategic key phrases. That’s over 270 natural guests per thirty days from this one weblog.
After just a few easy updates to this weblog, my natural site visitors has elevated nearly 3x. Since this weblog was optimized, natural site visitors from this publish has elevated to 861 natural guests a month.
Chart from Google Search Console
And I’m rating greater for a number of focused key phrases:
Listed here are my suggestions that I used to optimize my content material, which improved my search engine optimisation.
1 – Up to date outdated and non-relevant content material
This weblog publish, imagine it or not, was written again in 2010. I optimized it in 2020 and once more in 2023. Rather a lot has modified in electronic mail advertising within the final 13+ years.
I up to date content material that was outdated or not related.
Right here’s some issues you must verify for when optimizing your content material:
- Relying in your matter, so much can change in a 12 months, so ensure that your content material remains to be contemporary and related.
- Are you referencing a 12 months or data that’s dated? For instance, in case your weblog is referring to MySpace as the most popular social media platform, it is likely to be time to replace it.
- Verify all of your hyperlinks. If any of the inner or exterior hyperlinks are being redirected, change them. If the content material you’re linking to is a number of years outdated, discover a more moderen article to hyperlink to.
Bonus suggestions: It’s best to optimize your strongest content material each 2 – 3 years to make sure the content material remains to be hitting these natural triggers.
2 – Up to date the title
Updating your weblog title won’t be crucial, however I felt my title wanted one thing sturdy to compete with blogs that have been rating within the prime 10.
My authentic title was “The way to get electronic mail addresses for electronic mail advertising”. I take advantage of HeadlineStudio to attain and assist validate my title concepts. For the unique title, the headline rating was 58, which is a median rating.
The brand new title scored an 82. This gave me extra confidence that the brand new headline would possibly resonate higher with individuals looking for “methods to get electronic mail addresses for advertising”.
3 – Add new content material
The weblog had 17 “methods to get electronic mail addresses”, I added three new suggestions.
If you’re updating an already search engine optimisation pleasant content material, you don’t wish to dramatically change the language that acquired you that sturdy rating. However you additionally don’t wish to add “fluff” content material, it nonetheless must be sturdy, related, and add worth to the reader.
Assist the search engine optimisation algorithms
Give your content material a robust probability to rank. If you publish your content material, market it to your viewers. This may give engines like google some early information to find out in case your content material is worthy of a prime SERP.
So electronic mail your viewers and add to your social channels. You wish to get individuals studying and interesting together with your content material as quickly as attainable.
You need to use Blog Automation to immediately notify your viewers the minute you publish a brand new weblog publish. No extra work is required in your half. Simply sit again, chill out, and watch as your viewers begins viewing your newest, superb weblog publish.
Weblog Automation is a characteristic in your AWeber account.
Don’t have an AWeber account – no downside. You possibly can create one for free.