The quality of your content says a lot about whether your brand is reputable and trustworthy. Marketers need to challenge themselves every time they decide to engage their audience with interesting topics. That being said, the lifecycle of a post is also important if you want audiences to keep coming to your website.
Posting good content online and promoting it properly is highly effective in driving traffic to a website. However, keep in mind that there are many variables that can influence whether your content is ranked high on Google for your targeted keywords. These variables include website strength, competition, budget, backlinks and many others. Recent research from Ahrefs shows that on average, a top 10 ranking page on Google is 2 years old and those that rank at #1 are usually content from 3 years ago. That means that roughly 60% of all content on Google that ranks on page one is three or more years old.
This is good news for marketers that want their content to resonate and engage for a longer period of time online. But what strategies can we implement that will extend our online content lifecycle and succeed at obtaining high Google rankings at the same time?
Step 1: Research your Topic Online with Google Keyword Planner
Keyword research is important when it comes to validating your topic and predicting how long it will last online. Focusing on the proper keywords is crucial to driving organic traffic to your site and the overall ranking strategy for your website on Google. An excellent way to perform keyword research and make sure you are focusing on the appropriate keywords is to use Google Keyword Planner. For a great beginner level lesson on how to use the Google Keyword Planner please visit the following link: https://adwords.google.com/home/resources/using-google-adwords-keyword-planner.htm
If you research your topic and root keywords and find high search volume, this is an excellent first indicator that your topic will gain online attention and maintain a long online lifecycle.
Step 2: Audience Friendly Content
When it comes to writing an effective blog article, quality content is key to ensuring the audience remains engaged, and most of all providing the reader with good information in response to the query they had. When you create your content make sure to focus on the right keywords. Remember, the keywords web visitors may use are not the same as the ones experts may use when referring to a topic. This is one reason it is crucial to consult with the Google Keyword Planner first. The information you provide needs to be direct, to the point and targeted to the level of reader you are speaking to.
Step 3: Timing is Everything
Sometimes, the time in which you post a blog article makes a big difference. Recent research from KISSmetrics and HubSpot came out with some interesting facts regarding timing and readers online. For example, their data showed that if you want to generate more traffic to your article, the best time to post is Monday at 11am EST. If you want more comments on your content the best time to publish is on a Saturday at 9 am EST. It makes sense. It stands to reason that people are more inclined to leave comments when they are in a more leisurely frame of mind i.e. Saturday morning. There are many factors to take into account for the best times to post during the day, and it can certainly determine whether you receive more readers and engagement on your blog article. Read the KISSmetrics and HubSpot articles for more interesting statistics on timing when posting on social media.
Step 4: Get Social
After you publish content on your web page, you will want to share your content on social media with audiences that will be interested in reading your blog article. Facebook and LinkedIn can be good resources to promote the reading of your content and get engagement on social media and on your blog article. You sure then carefully read through the feedback from the comments and use the information to ensure that in the future you are writing about what your audiences want to read.
Step 5: Monitor your Content with Google Analytics
During the process of writing quality content, driving engagement and posting at the right time, you will want to keep track of how your article is doing. Find out if your content is driving organic searches or if you are ranking for the keywords you choose. You will want to gather some important metrics on how your content is performing online. This provides invaluable information on what topics your readers prefer to read allowing you to consistently improve on your content strategy. If you are new to web analytics we recommend you read the following article by Moz.com for beginners on how to use Google Analytics:
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