Are you paying for clicks which aren’t converting? If you’re paying for a lot of clicks which aren’t converting to sales or enquiries once they’re on your site, then you’ve likely got a mis-alignment between the promise made in the ad, and the content they see on the page they arrive on after they click. Try fixing this for a seamless experience between what the ad says and what they read when they land on the destination page you set up for the ad.Not getting clicks?If you’re not getting many clicks on the ad in the first place play bacarat 777, perhaps the ad text / image / call to action wasn’t compelling enough or was too broad. Try refining this, or contact me for help.For help placing and optimising a Facebook custom audience advertising campaign, contact me today. I love this stuff and would be happy to help you succeed!
It can be hard finding time to write new blog content frequently, right? But have you ever actually checked what return you’re getting on all the effort you put in to blogging regularly?Recently I was at a conference and heard a fresh approach to content updating. The presenter was from a massively successful and highly-visited online recipe website and mentioned that each recipe was incredibly costly and time-consuming to create. Writing, testing, photography, editing of text and imagery, and eventually publishing.This long-lead time is akin to the difficulties a business owner can have in finding time and worthwhile content to write about on a regular basis, to keep a website fresh and valuable to visitors. Over time it became apparent to this business that it was a much better use of time and resource to revisit existing content rather than continually create it new. In the case of the recipe website, rather than creating new recipes endlessly, they chose to revisit and tag all existing recipes to make them more filterable and searchable. e.g. they created tags to enable visitors to not only find recipes containing a particular keyword or ingredient, but also to exclude them. Very helpful if someone is allergic to eggs and wheat and is looking for something to bake…!The point is – there was a lot of value available to be unlocked in existing content simply by revisiting it.
Why should you revisit and update your old blog content?
Here are some of the key reasons why you should review and update old blog posts to make them increasingly relevant to today: For many businesses, the majority of website traffic arrives at a relatively small number of pages. In recent research from Hubspot into historical optimisation, out of 6,000 blog posts on their site, almost half their traffic (46%) was generated from only 30 blog posts!
As more businesses realise the benefits of blogging and content marketing, more businesses are creating content. As supply of content increases, so does competition for being found. Creating more and more new content doesn’t in itself guarantee more traffic. One of Google’s key ranking factors is freshness i.e. howe recently content was created. So, you might have an old blog post which still has value but if you haven’t touched it in years it could probably do with an update, so that Google sees it as recently updated and potentially improves its ranking. Even as a searcher, you are likely to find yourself clicking on results which are more recent than older results whenever you’re looking for something, simply because you feel that more recently created or edited pages are likely to be more accurate than older ones.
3 steps to update your old blog posts
Right, so there are many good reasons to look at updating your older blog posts. Here are 3 key steps on how to go about it:Review your analytics (e.g. Google Analytics) to view which of your blog posts are most viewed. This creates your initial hitlist of posts to revisit. Remember, it is likely that a lot of your traffic is coming to only a small number of pages, even if you have many.Identify what keywords people are searching for to arrive at these hero blog posts. The Search Analytics report within Google Webmaster Tools is a good way to find this info. Optimise each blog post by including its relevant keywords in the content text as well as in the calls-to-action you include in the post.
Next steps to get quick wins from your website’s existing content
Ensure Google Analytics and Webmaster Tools are installed on your site Run the analysis of your old blog post performance Optimise the most highly viewed posts first. If it sounds good but you don’t know where to start, contact me.
