September 21, 2023

Have you ever ever written content material in your weblog and thought “that is the most effective content material I’ve ever written?

You publish it, advertise on social media and ship an e-mail to your viewers. And other people appear to find it irresistible initially; however after the primary day or two of consideration… nothing.

How can this be?

The reply is fairly easy, your put up was by no means optimized for natural search.

You’re not alone. We had a weblog put up “Right here’s How E-mail Colour Can Impression Subscriber Conduct” that fell into this class – superb content material, no visitors.

Right here have been periods from Google Analytics for the previous couple of years for this weblog put up.

Google Analytics for the past couple of years

After I dug just a little deeper, I observed that we weren’t concentrating on any key phrases that folks truly seek for. Nobody is trying to find “how e-mail shade impacts subscriber conduct.”

After I carried out key phrase analysis in ahrefs, these have been the highest outcomes for “e-mail” and “shade”:

keyword research for "email" and "color" in ahref

So how did I take a weblog put up that had zero natural visitors relationship again to its launch in 2016…

Google Analytics showing zero organic traffic

And switch it right into a put up that’s seeing 4 straight months of natural visitors progress?

Google Analytics showing 4 straight months of organic growth

I optimized the content material primarily based on key phrases individuals have been trying to find. Right here was my course of for optimizing this particular weblog put up for search engine optimization.

1 – All of it begins with key phrase analysis

I exploit ahrefs for my analysis however there are a number of different instruments you should utilize like Semrush or Moz.

The weblog was about how shade can have an effect on subscriber or client conduct so I began with a normal search time period of “shade”.

Then I narrowed my search by together with phrases that might be related to this weblog. So I included the phrases “conduct” and “advertising”. My thought was “e-mail” was too particular however normal phrases like “conduct” and “advertising” may present some natural key phrase phrases to focus on.

Including words "marketing" and "behavior" in keyword research for the word "color"

The highest outcomes confirmed that individuals are trying to find phrases revolving round “psychology of shade in advertising.”

Keyword research in ahrefs for "color" and "marketing"

So I made a decision to optimize the weblog round that time period.

2 – Inner analysis

Now that I had my matter, I wished to see if we had every other weblog posts speaking about shade. The rationale for the interior analysis is since you don’t need to optimize a put up on a subject that has already been written in your weblog. These two weblog posts would then be competing towards one another in your goal key phrases. 

I used Google Search Console to search for search queries that contained the phrase “shade” to see if there have been any weblog posts getting natural visitors for the same material.

My analysis discovered a weblog written in 2017 with the title “Colour Concept for Signal Up Kind Design”. This content material was similar to the content material I used to be optimizing besides it was speaking about how shade can influence a enroll type.

Google Search Console results for blog post

Subsequent I wished to see if this weblog warranted its personal put up or may I mix it with my new weblog. I appeared on the clicks from Google Search Console over the previous 12 months. The info confirmed solely 45 individuals clicked a search question to get this weblog put up.

Subsequent I checked out periods from all channels in Google Analytics. And the previous 4 months confirmed natural visitors. Even previous to that we solely averaged 50 periods a month.

Google Analytics showing declining organic traffic

The natural visitors was so low, it didn’t warrant conserving it as its personal put up. 

So I made a decision this extra content material would make my new weblog put up even stronger, so I added this content material to my new weblog.

3 – Reposition the weblog content material

I cherished the content material from the unique weblog “Right here’s How E-mail Colour Can Impression Subscriber Conduct” however that was very particular to e-mail advertising. I wished to maintain this content material, however knew as is, it wasn’t going to drive any natural visitors.

So I made a decision to reposition the weblog to speak concerning the psychology of shade in advertising. Right here’s how I did that:

New title

Created a brand new title “Learn how to use the psychology of shade in advertising to extend your outcomes” to explain what the weblog was about.

How to use the psychology of color in marketing to increase your results blog title

New optimize content material

Added new content material, together with research, about how shade influences conduct in advertising.

Optimizing blog post to "how to use the psychology of color in marketing"

Within the content material I additionally made positive I naturally included key phrases I wished to rank for together with “psychology of shade in advertising” and “advertising shade that means”. 

Added pictures

Included charts to spotlight the completely different shade meanings, my thought right here was that I may additionally rank with the pictures (which I used to be proper, a few of my natural visitors is coming from individuals clicking on the pictures within the search outcomes)

Chart showing the different color meanings

Transitioned to prior content material

After highlighting how particular colours can affect client conduct, I transitioned into how this may be utilized to each enroll kinds and e-mail advertising. That is the place I added the content material from the unique two weblog posts.

New URL with redirect

Lastly, because the authentic blogs URL’s have been about how enroll type (/color-theory-for-sign-up-form-design) and e-mail (/how-email-color-impacts-subscriber-behavior) shade impacts subscriber conduct, I created a brand new URL (/how-to-use-the-psychology-of-color-in-marketing.htm) and I redirected the opposite two URL’s to the brand new one.

Optimize your weblog for search engine optimization

Since I used content material that was already created, I solely wanted to write down about 40% of this 2,500+ phrase put up.

Now it’s your flip. Discover a weblog that’s merely an incredible piece of content material, however for some cause is simply not driving natural visitors. Do analysis and discover key phrases that you might incorporate that might give this put up an opportunity to get natural visitors.

To present your self a greater probability to rank excessive for a number of key phrases, I like to recommend you seek for key phrases which have a key phrase problem beneath 40. These are much less aggressive and offers you a greater probability to rank faster.

Bonus: Learn how to optimize a weblog that’s already getting robust visitors

I simply shared with you my course of for optimizing my content material for search engine optimization on a weblog that had zero periods over the previous a number of years. 

However are you able to and do you have to optimize a weblog put up that’s already getting robust natural visitors. The reply is totally.

I optimized this weblog put up – taught/how-to-get-email-addresses – that had 3,242 natural guests over the earlier 12 months and was rating within the prime 20 for a number of strategic key phrases. That’s over 270 natural guests per thirty days from this one weblog.

After a couple of easy updates to this weblog, my natural visitors has elevated virtually 3x. Since this weblog was optimized, natural visitors from this put up has elevated to 861 natural guests a month.

Google search console performance for optimized blog post

Chart from Google Search Console

And I’m rating increased for a number of focused key phrases:

Organic ranking improvement for several keywords after blog post was optimized

Listed below are my suggestions that I used to optimize my content material, which improved my search engine optimization. 

1 – Up to date previous and non-relevant content material

This weblog put up, imagine it or not, was written again in 2010. I optimized it in 2020 and once more in 2023. Rather a lot has modified in e-mail advertising within the final 13+ years.

I up to date content material that was outdated or not related.

Right here’s some issues it’s best to examine for when optimizing your content material:

  • Relying in your matter, lots can change in a 12 months, so ensure your content material continues to be contemporary and related.
  • Are you referencing a 12 months or data that’s dated? For instance, in case your weblog is referring to MySpace as the most well liked social media platform, it is perhaps time to replace it.
  • Verify all of your hyperlinks. If any of the interior or exterior hyperlinks are being redirected, change them. If the content material you’re linking to is a number of years previous, discover a more moderen article to hyperlink to.

Bonus suggestions: It is best to optimize your strongest content material each 2 – 3 years to make sure the content material continues to be hitting these natural triggers.

2 – Up to date the title

Updating your weblog title won’t be crucial, however I felt my title wanted one thing robust to compete with blogs that have been rating within the prime 10.

My authentic title was “Learn how to get e-mail addresses for e-mail advertising”. I exploit HeadlineStudio to attain and assist validate my title concepts. For the unique title, the headline rating was 58, which is a median rating.

Headline studio blog post title score of 58

The brand new title scored an 82. This gave me extra confidence that the brand new headline may resonate higher with individuals trying to find “methods to get e-mail addresses for advertising”.

Headline studio score of 82 for optimized blog post title

3 – Add new content material

The weblog had 17 “methods to get e-mail addresses”, I added three new suggestions.

While you’re updating an already search engine optimization pleasant content material, you don’t need to dramatically change the language that received you that robust rating. However you additionally don’t need to add “fluff” content material, it nonetheless must be robust, related, and add worth to the reader.

Assist the search engine optimization algorithms

Give your content material a powerful probability to rank. While you publish your content material, advertise to your viewers. It will give engines like google some early information to find out in case your content material is worthy of a prime SERP.

So e-mail your viewers and add to your social channels. You need to get individuals studying and fascinating along with your content material as quickly as potential.

You need to use Blog Automation to immediately notify your viewers the minute you publish a brand new weblog put up. No further work is required in your half. Simply sit again, loosen up, and watch as your viewers begins viewing your newest, superb weblog put up. 

Weblog Automation is a function in your AWeber account. 

Don’t have an AWeber account – no drawback. You may create one for free.