I recently sat in on the webinar, How to Generate Traffic & Conversions on Your Blog… Without Publishing Another Post, a joint presentation between HubSpot and Uberflip. The webinar was extremely helpful as gave advice for ways to improve website traffic by improving existing content.
Here are some of my favourite takeaways from the webinar.
Identify High Traffic Blog Posts
Using Google Analytics, identify which blogs are performing well for traffic, but may not necessarily be converting. These are the blogs you should focus your energy on improving as they are already generating traffic.
Which Keywords Could These Posts be Ranking High for?
This is the time to dig a little deeper into your keyword research and identify which keywords you are ranking well for.
Update Outdated Content
Depending on how far back your blog posts go chances are your content is outdated. Take this opportunity to update your blog posts with new statistics and outdated links.
- Title
- Keywords
- Images
- Call-to-Action (CTA)
Update the title, including a keyword that you are trying to rank higher for. DO NOT change the URL, just the title. If you change the URL it will break the link between your blog and other blogs (both internal and external) that link to you.
Identify which keywords you could be ranking higher for (think first or second page on Google) and update the content to include these keywords.
People are drawn to images so consider adding more images or update images that aren’t so eye catching. These can be stock images or screen captures to help backup your ideas. Make sure to also include an alt tag with each image to help with your SEO.
Ensure that you are using CTAs that are relevant to the topic being discussed in the blog post. These CTAs can be located in the sidebar, at the bottom of your post or within the main content of your blog. These CTAs should encourage the visitor to take next steps. These next steps can include a newsletter sign-up, whitepaper download or contact us form.
Republish Post & Promote
Once you have made the appropriate edits to your blog post(s), change the post date to present day and treat it as a brand new blog post. Promote the blog like you would a new one via social and e-blasts.
If you are looking for other ways to improve website conversions and collect more leads, download our whitepaper, An Introduction to Website Best Practices.
