By Sean Tinney June 29, 2023
Have you ever ever written content material to your weblog and thought “that is the most effective content material I’ve ever written?”
You publish it, put it up for sale on social media and ship an e-mail to your viewers. And folks 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 Electronic mail Coloration Can Affect Subscriber Conduct” that fell into this class – wonderful content material, no site visitors.
Right here had been periods from Google Analytics for the previous couple of years for this weblog publish.
Once I dug a bit deeper, I seen that we weren’t focusing on any key phrases that individuals truly seek for. Nobody is trying to find “how e-mail colour impacts subscriber habits.”
Once I carried out key phrase analysis in ahrefs, these had been the highest outcomes for “e-mail” and “colour”:
So how did I take a weblog publish that had zero natural site visitors courting 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 based mostly on key phrases individuals had been trying to find. Right here was my course of for optimizing this particular weblog publish for search engine optimization.
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 colour can have an effect on subscriber or client habits so I began with a normal search time period of “colour”.
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 “e-mail” was too particular however normal phrases like “habits” and “advertising” may present some natural key phrase phrases to focus on.
The highest outcomes confirmed that persons are trying to find phrases revolving round “psychology of colour 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 wished to see if we had another weblog posts speaking about colour. 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 to your goal key phrases.
I used Google Search Console to search for search queries that contained the phrase “colour” to see if there have been any weblog posts getting natural site visitors for the same subject material.
My analysis discovered a weblog written in 2017 with the title “Coloration Principle 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 colour can impression a enroll type.
Subsequent I wished to see if this weblog warranted its personal publish or might 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 periods from all channels in Google Analytics. And the previous 4 months confirmed natural site visitors. Even previous to that we solely averaged 50 periods 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 liked the content material from the unique weblog “Right here’s How Electronic mail Coloration Can Affect Subscriber Conduct” however that was very particular to e-mail advertising. I wished 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 colour in advertising. Right here’s how I did that:
Created a brand new title “The way to use the psychology of colour 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 colour influences habits in advertising.
Within the content material I additionally made positive I naturally included key phrases I wished to rank for together with “psychology of colour in advertising” and “advertising colour which means”.
Included charts to spotlight the completely different colour meanings, my thought right here was that I might additionally rank with the pictures (which I used to be proper, a few of my natural site visitors is coming from individuals clicking on the pictures within the search outcomes)
Transitioned to prior content material
After highlighting how particular colours can affect client habits, I transitioned into how this may be utilized to each enroll kinds and e-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 had been about how enroll type (/color-theory-for-sign-up-form-design) and e-mail (/how-email-color-impacts-subscriber-behavior) colour 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 optimization
Since I used content material that was already created, I solely wanted to jot down about 40% of this 2,500+ phrase publish.
Now it’s your flip. Discover a weblog that’s merely an incredible piece of content material, however for some motive is simply not driving natural site visitors. Do analysis and discover key phrases that you possibly can incorporate that might 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 problem beneath 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 optimization on a weblog that had zero periods 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 completely.
I optimized this weblog publish – blog.aweber.com/learn/how-to-get-email-addresses – that had 3,242 natural guests over the earlier 12 months and was rating within the high 20 for a number of strategic key phrases. That’s over 270 natural guests per 30 days from this one weblog.
After a number of 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 increased 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 optimization.
1 – Up to date outdated and non-relevant content material
This weblog publish, consider it or not, was written again in 2010. I optimized it in 2020 and once more in 2023. Quite a bit has modified in e-mail advertising within the final 13+ years.
I up to date content material that was outdated or not related.
Right here’s some issues it is best to test for when optimizing your content material:
- Relying in your matter, rather a lot can change in a yr, so ensure that your content material continues to be contemporary and related.
- Are you referencing a yr 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.
- Examine 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 newer article to hyperlink to.
Bonus suggestions: You must optimize your strongest content material each 2 – 3 years to make sure the content material continues to be hitting these natural triggers.
2 – Up to date the title
Updating your weblog title may not be mandatory, however I felt my title wanted one thing sturdy to compete with blogs that had been rating within the high 10.
My authentic title was “The way to get e-mail addresses for e-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 mean rating.
The brand new title scored an 82. This gave me extra confidence that the brand new headline may resonate higher with individuals trying to find “methods to get e-mail addresses for advertising”.
3 – Add new content material
The weblog had 17 “methods to get e-mail addresses”, I added three new suggestions.
While you’re updating an already search engine optimization 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 optimization algorithms
Give your content material a robust probability to rank. While you publish your content material, put it up for sale to your viewers. It will give search engines like google and yahoo some early knowledge to find out in case your content material is worthy of a high SERP.
So e-mail your viewers and add to your social channels. You wish to get individuals studying and fascinating along with your content material as quickly as attainable.
You should utilize 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, loosen up, and watch as your viewers begins viewing your newest, wonderful weblog publish.
Weblog Automation is a function in your AWeber account.
Don’t have an AWeber account – no drawback. You possibly can create one for free.