The Strategy That Helped Sprout Social Double Its Blog TrafficThis is an excerpt of a blog post originally published on Moz: http://bit.ly/1iUVlx8
With the proper strategy and maintenance, you can actually reverse the decay of content and re-optimize old posts to perform better than ever before.
Below is a flowchart that will help you figure out how to proceed based on the current state of your article. Answer the two questions honestly to find the solution that best fits your needs.Question 1: Does your content fit the query data?
Look at the page data you pulled from the Google Search Console to see if it matches the content on your blog post. It’s incredibly important to make sure the content on your page matches the content your users are searching for, because if they can’t find what they’re looking for on your page you’ll deliver a poor customer experience, and they’ll likely bounce.
If it turns out you’re ranking for terms and driving traffic for something irrelevant, you may want to completely rewrite the article. However, it’s not a complete loss, as you can use the query data you’ve collected to inform your new article.
If the content in your post matches the query data, or is close enough that your users will find it satisfactory, move on to question two.Question 2: Is the page properly structured for SEO?
Is your blog post structured and formatted for your readers and search engines? There are many different things that go into properly structuring a site for search, but there are some basics that you’ll want to note:
• An article title that summarizes the content
• H2s and H3s that make the page easier to scan
• Images with alt-tags that make the content digestible
• Proper meta tags and a URL that inform readers of what the content is aboutSolution 1: Complete re-write
Either your content is ranking for some queries that it really shouldn’t, or your page is lacking proper structure to make for a good reader and search experience.
In this case, it’s easier to start writing a completely new version of the post. The silver lining here is that you have a ton of data on hand that spells out exactly what these users want in a blog post.
Use the query data you’ve collected and take some time to think about what exactly it is that people are looking for information on. Then create a new post that that answers all of these questions in a complete and well-structured way.Solution 2: Major re-optimization
If you arrived at this solution because your content and structure are both pretty close to being perfect, focus on revisiting the article to see if you can really tighten it up.
Use the data at hand to make sure you’re completely answering your users’ queries, and prune any of the information nobody has looked for. Then make sure that you’re using proper headers to guide the site visitors to the answer they’re seeking.
If you arrived at this step because your content is great but your post lacks solid search structure, focus on an overhaul of the page structure. Make sure the page title, meta description and URL contain the target keyword and that your target keyword appears in the article title, relevant headers and body content.
Finally use sub headers to nest all of the page information in a scannable way, and be sure to sprinkle in images that help the readers digest the content.Solution 3: Minor re-optimization
If your page is properly structured for SEO but your content doesn’t fit the keyword data exactly, spend some time using the query data to build out a more informative article.
Take a few minutes to imagine yourself as the user. Then build out the content that you would like to see if you were in their shoes, including images that you think will help tell the article’s story.
If your content is solid and the page structure is close to being completely search-friendly, spend some time making sure it’s perfect.Solution 4: Promote content
If your page is pulling in relevant, quality traffic, and is already well-optimized for search, it’s best to just keep working to promote it. Try pushing your blog post out through your social media and email channels in order to garner new traffic.
These new readers may provide you with additional social media shares and the links you need to reclaim some ground in the SERPs, fully recycling this piece of content.
At the end of the day, it’s about providing your users with a great experience and content they’ll find helpful.
Though this strategy can lead to a solid increase in traffic, never forget that creating new, unique content for your site must be the priority.#blog #blogging #marketing #socialmedia