Blogging has become an industry in itself with many people now making full-time careers from it and companies exploiting blogs as a key way of attracting new business.
As the influence of blogs has increased, it has naturally become more competitive and more difficult to stand out from the crowd. Bloggers are investing huge amounts of time and money into their content, so simply sitting down and publishing some words you wrote in your kitchen is unlikely to cut it these days.
There are too many ways of making a blog successful to cover in one blog post, but there are certainly a more manageable set of things you can do to improve your blog’s performance in search specifically that a surprising amount of bloggers overlook.
If you have a blog that has been built off the back of a great brand and fantastic social media presence, but you haven’t paid too much attention to SEO, then this post is for you.
I’m going to share exactly what we did to more than triple a travel blog’s search traffic over a 12-month period and take them from the tens of thousands of visits per month to the hundreds of thousands.
Our work has focused on technical SEO activity rather than content production or off-site work.
It’s important to highlight that this blog already had a very good presence and lots of good things already going for it, so I wanted to break down the starting points in a bit more detail first before we get into the nitty-gritty of what accelerated the growth.
The site already had a very good link profile, with a wide variety of links on strong, top-tier publications like CNN and the Independent, along with lots of links on other blogs they had built relationships with.
I’m not going to go into much detail on how to do this as it warrants its own post, but the key approaches were:
- Guest Writing: Writing posts for other blogs or getting featured via interviews etc. This is very easy for bloggers with non-commercial sites and is a very scalable way to develop a good link profile.
- PR: Building relationships with journalists or pitching stories to big publications that can gain you links and mentions on very powerful sites.
Other great resources on getting links for your blog:
The site has been around a long time so it had accumulated lots of content which was well written and had been edited and targeted with SEO in mind.
As a result, a lot of it was ranking well and bringing traffic to the site and seemingly performing very well.
If you’re just getting started on your blogging journey then populating the site with really good, quality content should be a high priority for you.
You can read more about that at the links below:
So, as I highlighted originally, the key part of our activity that took the site from tens of thousands of visits per month, to hundreds of thousands of visits per month, was technical SEO work.
I’m going to break down all the key elements we addressed below, so if you’re sat with a blog in a similar position to what I’ve described above you can implement these actions to help unleash your blog’s traffic, too.
I’ve prioritized these in a way that I believe has had the biggest impact (with the largest impact first), but this is obviously up for discussion and we can’t be sure what influence each individual action had as these were all implemented on the same timeline.
A common issue for blogs, especially those that have been around a long time, is having lots of URLs indexed by Google that are not genuine pages and offer no value to users.
These included regular offenders for WordPress sites, such as:
- Category pages.
- Tag pages.
- Author pages.
- Archive pages.
We crawled the site and identified the patterns behind the key offenders in this area and either noindexed them or updated Search Console to stop Google crawling them.
The site had a huge amount of pages with extremely thin content present.
These were basically category pages with a small intro added that were clearly created with SEO in mind to target long-tail phrases.
However, it was done to such a degree that the pages were of extremely low quality and added very little value for a user landing on it.
The potential upside of this kind of page wasn’t enough to warrant the time required to add content to them, so these were either removed or noindexed.
When we started work the site’s page speed was extremely poor due to various fonts, large images, caching, and various other issues.
We used some plugins to help improve this, which isn’t the dream solution (building a site more efficiently from the ground up is preferable).
But for bloggers on a tight budget and with limited resources and knowledge, you can still make some significant steps forward.
For some of the site’s key money phrases, there were multiple pages present that were targeting the same topic.
Google was chopping and changing between which of the pages was ranking so it was clear it was unsure which the best choice was. This is usually a good sign of content cannibalization and suggests you should merge those pages into one top quality page.
We did just that, and soon saw the ranking page settle down and ranking performance jump forward significantly and stay there consistently.
The site had a variety of sitemaps submitted in Search Console, many of which listed URLs which we did not want to be crawled, let alone indexed.
We trimmed this so the sitemaps present only listed URLs with good quality content present so it was much clearer what should be indexed and which content was most important on the site.
Advertising is the way most bloggers make their money, so telling them to cut it down is not a popular conversation.
However, if you go overboard on your advertising then it can become ineffective and even harm your overall performance so you get less traffic, less conversions, and therefore less pennies in your piggy bank.
Finding the balance is key and it’s been shown that Google’s recent updates have been hurting sites with excessive advertising taking precedent over unique, quality content.
An issue we see regularly with blogs and websites in general is that header tags are used for styling rather than structure.
H1, H2, and H3 tags should be used to clearly illustrate the structure of your page so Google can map it on to the phrases it would expect to see mentioned on the topic being covered.
If your site’s headers are being used for styling then get on to your developer and get it changed so you use these elements in a more tactical and optimized way.
We worked closely with the client to clean up internal links and improve how they were being used. This included:
- Fixing any dead internal links that were linking to broken pages.
- Fixing internal links that took users and bots through redirect chains, so the link pointed directly to the correct destination.
- Adding more links to important pages throughout the site.
As I mentioned initially, the site had some excellent links that it had established over the years through natural approaches and some more direct efforts.
Some of these more direct efforts involved getting optimized anchor text to key money pages which had been a bit overzealous at times. We believed it was potentially causing the site to be held back from ranking for phrases in that area and for that page in particular.
Fortunately, the owners still had contact with many of the sites where this was in place, so we advised which to contact to have their anchor text updated to make it either branded or more generic (e.g., click here).
There were other elements involved too, but those above were the key issues that were wide reaching and causing significant performance issues.
It’s rare to find one silver bullet with technical SEO, but if you chip away at the wide variety of issues that can impact you then you can see some serious improvements.
The theory of marginal gains certainly applies here, and I’d advise any blogger who is well established to pay close attention to these kinds of issues if they haven’t already.
We also haven’t yet implemented all the recommendations we’ve suggested. One key outstanding one is implementing “hub pages” that guide people into all the key content on a topic.
In travel, this is very much destination focused, and there is a lot of search interest to gain if you create high quality pages for those hubs. This is the key focus to move on to next to help accelerate this site’s progress further, and there is a huge amount of potential in it once implemented.
So if you’re a blogger with lots of great content and links, but you haven’t yet paid any attention to your technical SEO, do it now!
Make sure you aren’t leaving significant amounts of traffic on the table – you may be sitting on huge growth potential. Time to kick into gear!
Featured Image: Created by author, January 2019
In-post Images: Created by author, January 2019
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WordPress’ Parent Company Acquires Tumblr for Shockingly Low Sum
Automattic Inc., owner of WordPress.com, has acquired Tumblr for what is reported to be very low sum.
The Wall Street Journal reported that Tumblr was acquired for an “undisclosed sum,” however, it was soon revealed the sum was “well below” $10 million.
Dan Primack, business editor at Axios, broke the news about the acquisition price. He tweeted an update after publishing the story, saying the sum is actually below $3 million.
3/ Story updated: Price less than $3 million.
— Dan Primack (@danprimack) August 12, 2019
To put this in perspective, Yahoo acquired Tumblr for $1.1 billion in 2013. Yahoo later wrote down Tumblr’s value by $230 million in 2016 after it failed to generate significant revenue.
In 2017, Verizon gained ownership of Tumblr through its acquisition of Yahoo. Now, Verizon is reportedly selling Tumblr for a fraction of what it was valued at 5 years ago.
Despite what is considered to be a low sum, the acquisition of Tumblr is largest ever for Automattic in terms of price and head count.
As part of the acquisition, Automattic will take on Tumblr’s 200 staffers, so no one will be losing their job.
Another thing that will stay in place is Tumblr’s controversial porn ban. Matt Mullenweg, chief executive of Automattic, tells WSJ: “We’re not going to change any of that.”
Going forward, Mullenweg says that executives will look for ways to share services and functionality between WordPress.com and Tumblr.
In the meantime it sounds as though there will be no immediate changes to either service.
101 Easy (& Cheap) Ways to Drive Traffic to Your Website
In the modern-day landscape of saturated online content, it’s no longer enough to just build your site and wait for people to visit it.
You must be proactive at promoting your site and your brand online.
Admittedly, this is much easier said than done, especially because not everyone has the financial capability to throw into paid ad campaigns and corporate sponsorships.
The good news?
There are several things you can do to promote and drive traffic to your website, all without having to spend hundreds of dollars.
To help you do just that, here’s a list of 101 tactics you can try, grouped by strategy.
Search Engine Optimization (SEO) & Link Building
1. Find the core keywords that match your website’s goals, your industry, and offering.
2. Optimize your website and all of your on-page content for search engines.
3. Focus on Google, but add peripheral search engines like Bing, Yahoo, and DuckDuckGo, to your list.
4. Claim your Google My Business listing.
5. Submit your site to online directories like Yelp, Annie’s List, and TripAdvisor, among others
6. Scour Q&A sites like Quora and look for relevant questions you can create content about.
7. Optimize content with relevant keywords, particularly long-tail keywords signaling intent
8. Get news websites to cover your business and link to your site.
9. Invest time in blogger outreach to see which influencers and industry thought leaders you can reach out and link to your site.
10. Join relevant online discussions on sites like Quora and Reddit.
11. Monitor Google Trends for keyword ideas and trending topics you can write about.
12. Write killer headlines that grab people’s attention and encourage them to click on your article links.
13. Link internally so other pages in your site get attention and a bump in traffic.
14. Make sure your website is optimized for mobile to increase your mobile search rankings.
15. Optimize your site for local search, that means including your city or state in your target keywords.
16. Consider using remarketing on Google Ads for brief periods to drive traffic and sales on your site.
17. Use HARO to look for opportunities to appear on roundups, similar to the one below.
18. Optimize images on your website with alt tags to improve their discoverability on Google Images.
19. Optimize your meta descriptions and title tags so they’re easy to read and aren’t truncated in the search engine results pages.
20. Add your local address to the footer of every page on your site to make sure local searchers find you.
21. Improve your website’s page speeds by following Google’s guidelines and recommendations.
22. Use rich snippets to make your entry on the search engine results pages more clickable.
23. Start a blog if you haven’t already.
24. Create content that’s useful, valuable, and shareable.
25. Create free and paid resources such as case studies, reports, survey findings, etc.
26. Look for guest posting opportunities to get high-authority blogs to link to your site.
27. Create infographics that feature a roundup of industry statistics to increase their likelihood of going viral.
28. Start a regular content series, such as “Did You Know?” or a “Tip of the Day” that your audience can look forward to.
29. Update your blog regularly to get a boost in rankings and traffic.
30. Interview industry leaders and feature the conversation on your blog or YouTube channel.
31. Host a webinar or podcast about topics you’re passionate about and align with your business.
32. Create e-brochures that your audience can share, with links to your site and blog.
33. Invest in video content and upload your videos to YouTube.
34. Write an online/offline column for your local paper, magazine, or community website.
35. Create a press kit you can share with influencers, bloggers, and even other businesses.
36. Comment on other blogs relevant to your industry.
37. Launch a free ebook to generate interest in your brand. Offer it as a free download for users who sign up for your newsletter.
38. Start a blog on Tumblr. This is a great content platform, especially if you have a young audience.
39. Have a healthy mix of evergreen content and trending content to increase your website’s discoverability, particularly on search engines.
40. Promote your content on social media channels.
41. Obviously, you want to go big on Facebook. Create a page there if you haven’t already.
42. Join discussions on Facebook Groups to generate visibility.
43. Leverage social media contests on Facebook, Twitter, and Instagram to drive traffic to your website.
44. If it’s relevant to your audience, create an online presence on Snapchat and Pinterest.
45. Use Pinterest to upload high-quality images of your products.
46. Use relevant trending hashtags on Twitter to drive users to your site.
47. Try promoted tweets to fast-track traffic to your site.
48. Start an Instagram account and make sure your bio is filled features your website URL.
49. Use Facebook and Instagram Stories to engage your audience and raise brand awareness.
50. Let your employees control your Stories for a day. This will encourage them to share your social media account (and website) with their personal network.
51. Start an official YouTube channel. Use it to share videos of your brand, your products, and services.
52. Use Facebook, Twitter, and Instagram ads at short bursts to boost traffic to your site.
53. Leave comments on other social media pages.
54. Link your official social media channels with one another. Make sure all pages/profiles have a URL to your website.
55. Take advantage of Facebook and Instagram’s live streaming platforms. This will give you a chance to show your brand’s personality and encourage website visits.
56. If you serve a B2B market, double down on LinkedIn. According to a report, 63% of marketers rated LinkedIn as the most effective B2B social media platform.
57. Use SlideShare to create your own high-quality slideshows. Optimize your slideshow for keywords and add your website URL to the final or beginning slide.
58. Participate in events and talk about the event experience in your blog.
59. Collaborate with local academic institutions to get your brand’s name out in the world of academia.
60. Look for public speaking engagements in your industry.
61. Add QR codes to your print collateral (e.g., posters, post cards, flyers) to drive people to your site.
62. Design beautiful business cards and add a QR code directing people to your site, lead form, or social platforms.
63. Support local organizations to ensure your community knows your brand and site.
64. Place stickers and/or decals on your personal or company cars to promote your website.
65. If you have the budget, pay for local ad placements in your newspaper, benches, sporting events.
66. Organize events such as concerts, poetry nights, garage sales, flea markets, and workshops.
67. Make sure your website URL is visible on company merchandise.
68. Send direct mail and place your URL on letters.
69. Include your website URL on company uniforms
70. Look for free press release opportunities on magazines and newspapers
71. Add your website URL to office signs.
72. Join networking events in your city or out of state.
73. Take advantage of classified ads in your local paper.
74. Support a local charity by sponsoring a fun run or donating part of your proceeds to a cause.
75. Contact your local news station to submit yourself as an expert in your field or industry resource.
76. Join your local Chamber of Commerce or other business groups.
77. Appear on a local radio program as a resource guest, which will let you promote your site as well.
78. Entice customers with an exclusive deal that can be redeemed on your store. According to one study, 57% of shoppers are motivated by coupons to make first-time purchases.
79. Offer free gifts to in-store customers and add material to promote your site.
80. Start a loyalty program requiring users to fill out a form on your website.
81. Offer freebies that can be redeemed on your site after shoppers make in-store purchases.
82. Start a referral network and encourage users to refer your website to their friends in exchange for discounts/deals.
83. Send thank you cards or emails to your in-store customers, placing a URL to your site.
84. Take advantage of seasonal offers (e.g., Christmas, Thanksgiving, Halloween) to increase your likelihood of being found during these occasions.
85. Remember to market your website across all online channels you own — social media, newsletter, blog.
86. Create an official email signature with your website in it (and most recent blog post if applicable).
87. Don’t neglect email marketing. Start a newsletter and incentivize signups with offers and discounts.
88. Encourage customers to leave reviews on your social media pages and website.
89. Take advantage of user-generated content through contests or competitions. Have users submit entries to your website.
90. If your website has been around for a while, consider a redesign to drum up interest when relaunching it.
91. Add social buttons to your blog content and landing pages to make sharing easy.
92. When looking for influencers, look for those who are relevant to your brand and have an engaged audience. The number of followers isn’t a reliable metric for an influencer’s influence.
93. Educate your audience instead of selling to them.
94. Talk and listen to your customers about what they want from your brand. Use this information to improve products and/or create content.
95. Sell yourself and your site wherever you go. You are your greatest ambassador.
96. Use strong calls-to-action in your social media posts and blog content to drive audiences to your website.
97. Look for opportunities to appear on other people’s podcasts or webinars.
98. Make sure your website looks great on all devices to maximize its discoverability.
99. Make sure your internal stakeholders are encouraged to spread the word about your brand and website.
100. Pay attention to what your competitors are doing on their website and do something they aren’t so you stand out.
101. Want visits? Ask for them online and offline from the people you meet every day.
Over to You
This list of tactics only scratches the surface of what you can do to promote your website.
Nevertheless, these tricks should get you off to a good start.
Screenshots taken by author, August 2019
In-post Image #1: HubSpot
In-post Image #2: Content Marketing Institute
10 Best Readability Tools to Check Your SEO Content
Content strategy is a science and every detail matters.
Those details include:
- The reading level of the content.
- Word count (especially in relation to top-ranking content).
- Format and correct use of subheaders.
- Keyword distribution.
- Use of phrases related to the keyword.
- Sentence structure.
In fact, details like these can mean the difference between a No. 1 ranking (or answer box!) vs. content that doesn’t even make it on Page 1 of the search results.
Competitive content writers will use every tool at their disposal as they create content.
That’s why we’ve rounded up the 10 best content writing tools for SEO that specifically help you improve readability.
Add your keyword phrase (and related keywords if you like), and the SEO Writing Assistant will give you an aggregate score based on factors including:
- Number of hard-to-read sentences
- Long words
- Word count and reading time (compared to top-ranking content)
- Tone of voice
Notably, with the SEO Writing Assistant is the one tool on this list where you can set the preferred readability level you’d like your content to have.
You can customize the tone of voice you’d like your content to have, ranging from casual to formal, and check whether any content in the document is plagiarized.
It will also show related questions you should consider posing/answering within the content.
Personally, my favorite aspect of the SEO Writing Assistant is the recommended keywords – the tool will automatically show about 20 phrases that are present in the top-ranking comment.
Yoast is a free WordPress plugin that many digital marketers use to check the basic SEO of their content, but it can also give you a content readability score.
Within the content readability score, you’ll find a report that breaks down:
- Flesch reading ease
- Use of passive voice vs. active voice
- Subheading distribution
- Variety of sentence structure
- Paragraph length
- Sentence length
- Use of transition words
Like most of the tools on this list, the Content Experience provides scores pertaining to your content’s word count, sentence structure, keyword coverage, phrase repetition, etc. based on your keyword target.
This is one of the more robust content marketing tools on this list, and provides insights into user intent, keyword selection, and even the best time of year to publish a piece of content.
As the name suggests, the Readability Tool focuses primarily on the readability of your content.
You can input content you’re working on directly into the tool, or you can use a URL for content that already exits (yours or your competitors).
The report will give not one but six readability scores, including:
- Flesch reading ease.
- Flesch-Kincaid grade level.
- Gunning Fog Score.
- SMOG Index.
- Coleman-Liau Index score.
- The Automated Readability Index score.
It will also show you:
- The number of sentences
- Number of words
- Number of complex words
- Percent of complex words
- Average words per sentence
- Average syllables per word
With the Text Optimizer, you can pop in a webpage and this content readability tool will check the health of your content.
If you’re new to SEO or content strategy, this is a good tool to start with, given that no technical knowledge is required to wield this tool and create great content.
In addition to assessing your content’s word count, sentence length and verb use, this tool will give you suggestions of words to add to your content and words to remove from your content to increase your potential to rank.
According to Text Optimizer, 70% of their users achieve better SEO rankings within five weeks after using the tool.
This content readability tool focuses solely on reading level and gives your content a readability score based on
Not only will it give your entire content a score, but it will also score your content’s individual content.
If writing is not your strong suit, Grammarly is a game-changer.
This tool focuses on the mechanics of writing rather than the science of SEO content – nonetheless, it’s incredibly valuable and belongs on this list.
Poorly written content equates to poor user experience (and high-quality content should be written with the search engines and the user in mind).
Grammarly will address issues in grammar and spelling, but also in tone and structure.
It will flag overly complex sentences and keep an eye out for clarity and conciseness.
You can also set a goal for the content your writing so Grammarly can tailor its recommendations to your project.
Goals are aligned by the type of your content.
You can choose from academic, business, technical, creative, and casual. For most web content, you’ll probably want to choose business.
When working on a piece of business content, Grammarly will flag any use of the passive voice and misuse of pronouns, but allow for some use of informality.
Not only can you use Grammarly for blog posts, site content, and articles, but you can also use it for emails, messages, and social media posts.
Similarly, the free Hemingway app helps you improve the mechanics of your writing.
Copy your content into Hemingway’s desktop app and it will show:
- The readability of your content by grade level
- Opportunities to use more concise language
- Overuse of adverbs
- Use of passive voice
- Sentences that are hard to read
- Places where a simpler phrase could be used
- Word count and character count
- The average length of time to read the content
Sometimes content readability isn’t an issue of keyword distribution or poor grammar.
Sometimes, you just may have wild, out-of-hand formatting that needs to be dealt with.
As the name suggests, Bulk SEO Tools will help you take care of formatting issues (that impact readability) in bulk.
Let’s say, for example, your entire text or large portions of your text are in all uppercase.
You can input that text into Bulk SEO Tool’s case converter and switch the case to sentence case, capitalized case, lower case, title case, etc.
Bulk SEO Tools also has text tools to quickly remove any duplicate lines, add or remove line breaks, and even add prefixes or suffixes if you’re working with a list.
You know what else can hurt readability (at least from a user perspective)?
No one likes a cliché – they’ll make your writing seem contrived and contrite.
This free tool will highlight any clichés in your text in red so you can swap that out for a sentence that’s more meaningful.
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