9 ways to reduce your bounce rate and increase page views with content marketing

Investing in content marketing should have a dramatic impact on your bounce rate (if your bounce rate is still high, there is likely an issue you’ll need to address).
Bounce rate is an important measure of your page’s ability to attract readers.
Bounce rate is the number of single-page visits to your site. The term essentially explains itself. Imagine a fly landing on your website, and leaving instantly after touching the ground – these are the types of visits you are looking to avoid.
Any internet browser will easily cite low-quality content as the simplest reason why a person will leave or “bounce.”
The good news is that bounce rate is not a very complicated concept. Better news than that is that decreased bounce rate will mean an increase in page views. Wow – you can fix two problems at once!
So how can you work on your page views and your bounce rate at the same time? Here are a few simple solutions:

Increase the quality of your content

No technique or superior analysis can beat great content. Quality content is the primary assurance that a browser will stay on to read your page and click your links. Choose the right language according to your target audience. The right words can best explain difficult or confusing concepts and give your readers the information they require.
Write articles that actually provide value to the reader, not just regurgitated nonsense. People are busy, and busy people don’t have time to read about concepts they already know.

Keywords unlock content performance

Swiping fingers will automatically pause when there is an interesting topic. It is your job as a content creator to figure out how to best formulate that topic into keywords. These couple of words when used in the title and headings will maximize SEO. Be sure to include your chosen keyword in the title and the first sentence.
Google places more emphasis on the beginning of the article as typically that tells the reader what they are about to read.

Ensure readability throughout your articles

Great content is even better when combined with essential keywords. However, the truly enjoyable read for browsers also comes in a consistent professional-looking format. You should also be mindful of general concerns. Make sure your site loads quickly and that it remains readable when accessed via smartphone. A great overall experience will make a reader stick to your page – and not bounce. Thus, readability should be the primary goal of any content creator.

Pace yourself by with blog series

For longer content or keywords that need room for optimum discussion, it would be wiser to create a series of articles. Don’t jam all the concepts at once. A series gives you the chance to decisively untangle complicated ideas. It gives readers the time to digest. This also gives you a better chance of convincing readers to click on for the next article in the series and other related links.

Use meta titles and meta descriptions for optimized content

Meta titles and meta descriptions should be given special focus because they appear on the search results page. Choose your keywords carefully and include them in your meta title and meta description. This will increase the chances of your page being found by anybody searching about the topic of your article.

Provide relevant links for SEO

There are two easy-to-follow rules when it comes to creating links. The first is that the phrase associated with the links be appropriate or related to the content. The second is that the links work.
There is no limit to the number of links you can include in your blog article as long as it adds value to your topic. Use both internal and external links and place your links in multiple spaces in your page.

  • Internal links should appear first to establish your site’s authority and broad content.
  • Post related and relevant blog articles at the bottom of your website pages.
  • Post featured blog articles or resources as a sidebar.

Use SEO plugins

Aside from using links, take advantage of SEO plugins. These help to expand the range of your source software using special functions for SEO, marketing, analyzing key performance indicators and many more.

Make your website secure: http vs. https

After the recent issues with data security, readers are very concerned with how their personal information is used. Make sure your website includes discussions that will placate their anxieties, which is especially true for pages that ask for these details.
The easiest way to secure your website is by making sure that you are linking to secure sources within your content. The same goes for internal links as well – make sure any internal links within the content or your website page are secure https website addresses.

Revitalize old blogs

Be it songs or movies, many old versions are still viable with just a few tweaks. This can also be said for your old blog articles. Check which ones are still generating traffic and make a few adjustments to keep them germane to your business. Start with updated information and examples, especially those that deal with technology. Add, remove or change links. Also, make sure the format is consistent with your new blog articles.
If you strive to work on all these aspects of your content, your page views will soar and your bounce rates will drop. You can also partner with a company that can expertly do all the heavy lifting. Tempesta Media has thousands of writers who can expertly work on your chosen keywords and ensure the optimum readability of your content.

How many external links should I include in my blog article?

External links are links that lead a reader from your website to a site elsewhere in the world wide web. External linking happens when you link to an outside source that you reference in your blog article. Similarly, if another website links to your content, this qualifies as an external link. The preferred term, however, is “inbound” link.

Examples of good external links for your content strategy

Any SEO practitioner worth their salt knows that it helps to include links in a piece of content. External links greatly benefit your website in terms of building visibility and adding credibility to your content. Just as important is that they add value to the readers’ experience because the links connect them to other valuable information while reading your content.
Content marketers should not use just any link though. As with any source of information, there are good and bad examples of external links. 

How to identify a high-quality external link:

  • The website you are linking to is regarded as a high authority in the industry. A well-respected source will boost people’s confidence in your content.
  • The link leads to a source known for content relevant to the subject matter.
  • The source links to mostly informational websites instead of your competitor companies.
  • The site you are linking to has attracted regular readers and a substantial number of visitors.
  • The source has valid information that gets fact checked (for example… the opposite of Wikipedia)

How many external links should you have in a content article?

Because external links encourage readers to click away from your blog article, you must limit these links and set them to open in a new tab. That way, readers won’t abandon your site entirely. Abandoning your site increases bounce rates, which hurts your website traffic. Ahhh… a perfect example of why SEO can be so tricky!
What, then, is there an ideal number of external links that you should include in your article?
With Google constantly making algorithm changes, no number can ever be set in stone.
Some say 2-5 external links, depending on the length of the content, would work. Still, others would not put a limit on the number of external links.
Many industry experts, however, advice against linking more than once to the same page.
Based on what we’ve found from our own research:

We recommend 1-2 external links for every 500 words of content. Limit your total number of external links to 5 (which would be for a very long blog article that is approximately 2,000 words long).

What is the best way to include an external link in a blog article?

An external link should be placed within the body of the content. Readers appreciate knowing what they’ll get if they click a link. That is why an external link should be properly emphasized using a concise, relevant and contextual anchor text. This hyperlinked text within the sentence you are linking from should convince the reader that clicking it leads to more valuable information.

What external links should be avoided within the content?

Not all external links are created equal. By all means, take great care and thought into including external links within any quality content. 

Tempesta Media writers and editors meticulously check all external links to ensure they do not lead to competitor websites. They make sure each link works. A broken link is not a good thing. No one wants to be greeted by a web page that is inaccessible because it has moved or the target website is offline. A working link leads to a good reader experience and increased traffic.
Finally, no content should be caught linking to outdated sources with information that may now be incorrect or irrelevant. At Tempesta Media, all external links within a content piece are verified to ensure they are accurate, current and up to date.
Now that you’ve learned about external links, want to learn about internal links? Read our recent blog article: 8 tips on how to incorporate internal links to your content.

Website Traffic | Content marketing for revenue growth and increased leads: Part 2

How to get website traffic with the right content marketing strategy

If a tree falls in the forest, but no one is around to actually hear it – did it make a sound?
Perhaps you’ve heard this age-old debate. It’s quite fitting for this chapter, where we will talk about distribution methods for content and website structure tactics for maximum engagement. That’s because your content can be some of the best your industry has ever seen – but if no one actually sees the content, it’s as if it doesn’t exist.

1. Before anything else, know your audience

Who are you trying to reach?
What is a typical day in their lives like?
How old are they? Where do they live? What do they want?
You can’t create amazing content that quality leads will want to read if you don’t know who you’re creating the content for.

2. Build a solid foundation

Create epic, cornerstone, evergreen, keyworded, visually rich content. Here’s what we mean:

  • Epic. Create long-form content that tells a compelling story and offers useful solutions.
  • Cornerstone. Your content needs to be authoritative. Show that you know your business inside and out.
  • Evergreen. Your content should be relevant no matter the time of year or what’s going on in the news. It’s always there to help when people need it.
  • Keyworded. Use primary keywords for what you’re trying to be found for. Don’t forget secondary keywords as well as long-tail keywords that consider every last type of potential customer who may need you.
  • Visually rich. Pepper your content with relevant, appealing images and graphics that help to tell your story and make your points.

3. Utilize your owned media

Post the content on your company blog and distribute via company social media channels. Include the content in your e-newsletter, and use it to gather more subscribers.
Now, reach a little further.

  • Reach out to relevant bloggers and ask for guest blogging opportunities.
  • Reach out to relevant social media influencers and ask them to review and write about your product or service.
  • Consider sponsored content by using resources such as Outbrain or LinkedIn Sponsored Content.

4. Drive traffic to your content with search engine optimization (SEO)

When you know your audience and have fully defined the different faces and personalities that an ideal lead can embody, your SEO strategy can begin to take shape. When you know your leads, it’s easier to pinpoint what they might be looking for when they happen to find your content instead.
Find target keywords. Do your research – For example, put some possible keywords into a Google search and see what comes up. Are your competitors ranking for those terms? Then maybe you should be, too.
Monitor search engine results page (SERP) rankings. When someone searches for one of your target keywords, where are you in the results? Are you on Page 1? Are you not there at all? Continuously monitor your SERP rankings for your blog posts and website and adjust as needed.
Optimize your homepage and blog.

  • Use keyword research tools to help build and then narrow down a solid list.
  • Audit your website content to ensure it follows SEO best practices.
    • Does your website use keyword-rich titles?
    • Is the text broken up into short paragraphs using easy-to-read, plain language?
    • Do you use lists where possible to help break up text?
    • Are relevant links to other websites peppered throughout your content to help it build backlinks and authority?
    • Scan for mistakes.
      • Don’t overdo it on the keywords – search engines can figure out what you’re up to and penalize your website for it.
      • Don’t duplicate content on your site.
      • Fix broken links.
      • Convert to an SSL website. Switching to https:// preserves your referral data and assures both search engine and visitors that you provide a safe online experience.

Utilize social media. Remember when we talked about where your potential leads hang out? Well, chances are, they’re hanging out on social media, but WHERE on social media?
Focus your efforts. It’s very tempting to be everywhere at any time to appeal to as many potential customers as possible, but this isn’t the way to go. Find out where your customers hang out and then focus on preferably no more than two or three social networks. Better to be amazing at a couple than spread too thin across many.
Leverage audience targeting. Facebook is particularly good at this. Using your social networks’ analytics capabilities, zero in on who engages with your content the most and then cater to their habits, such as the times of day that they are likely to be online.
Bake social into your website. Make sure your website prominently utilizes social sharing buttons.

How to drive organic traffic to your website

Organic traffic comes when people search for something online via a search engine and land on your client’s website. Many experts believe that because these people were actively searching for information, they are the most likely to convert into customers or clients. Therefore organic visitors are the best, and the most profitable, visitors to a site.
There are a number of ways to drive organic traffic, but you must remember not to get ahead of yourself. While it is important to work at ways of driving traffic, if the content on your client’s site is not worthy of a visitor’s time, it does not matter how much traffic comes because most of it will not stick. First and foremost, your client must have a high quality site with quality content.
Start from the beginning
To create a quality site, it is important to understand the target audience and then become relevant to it. Relevance engages an audience. Research helps you understand the audience. This can be achieved through polls, direct inquiries and examination of data and trending topics.
Neil Patel, co-founder of KISSmetrics, also suggests creating a “buyer persona,” a fictional, generalized representation of your client’s ideal customers. When you figure out who your client’s target buyers are and you gain an overall understanding of the audience, you can tailor content to their specific wants, needs, concerns and behaviors. Consider why a targeted customer would search online: What is his or her intent? Then, figure out ways your client’s website can solve the customer’s problem or become an important resource.
Creating quality
It is extremely important that a website be error free. Typos, grammatical errors and incorrect information make any website less trustworthy. Use professional photos and graphics. Have clean and clear navigation. Clear up clutter and have a polished look. All these things make for a quality site for the visitor.
While this is being achieved, remember that quality means something different to a search engine. It is no longer acceptable to stuff in keywords throughout the website. Search engines look for real and applicable content. It is important to make sure headlines and titles include targeted keywords, but the website should have content that is relevant to the page descriptions. Create unique and compelling information, but do not duplicate it throughout the website. Links should be reputable and up-to-date. A broken link is not helpful to the user nor search engines. Additionally, keep up to date on search engine optimization (SEO) practices as they change over time.
Start driving organic traffic

Because it is more important to be relevant than to simply be found, do not optimize your client’s website solely for search engines. Always keep the customer in mind. Visitors are not going to enjoy a site that is simply a listing of keywords; build quality content around keywords. SerpIQ analyzed the top 10 search results for more than 20,000 keywords. The findings revealed that for the average web page to appear on the first page of a Google search, it has to have at least 2,000 words. The more depth a page has, the higher in the search results it will appear.
A quality website should have content that is frequently updated. Try and publish as often as possible. One strategy is to incorporate a blog within the website. Research by Lindsay Kolowich, the lead writer of Hubspot’s blog, showed that companies that published more than 16 blog posts per month increased traffic by three and a half times over companies that published four or fewer monthly posts.
Using visual content can also be good if your client’s customers consume content this way. Hubspot reports that “whitepapers, previously a B2B darling, are now losing ground to more interactive, easy formats such as video.” Invodo’s Video Statistics: The Marketer’s Summary 2014 research showed each American consumes an average of 19 hours of online video per month. Invodo predicts that 74 percent of all Internet traffic in 2017 will be video.
Currently, consumers who encounter product videos watch them 60 percent of the time. And engagement is high because 65 percent of those viewers watch more than 75 percent of a video. Thus, video is considered to produce the best ROI of all content types.
Webinars, audio and visuals such as infographics and slideshows are also great ways to get website users to engage, become repeat visitors, convert to customers and become influencers. When you utilize social media to publicize your client’s content and encourage sharing, organic traffic grows even more.
Remember, every successful company has its own unique personality. Experts say it’s one of the most important, yet unquantifiable aspects of a brand. Just as people tend to flock to celebrities who have unique styles, consumers gravitate toward companies that not only know what the customer wants, but how they want it. When consumers relate to the content and it becomes part of their persona, they want to share it with others.
If you have a content marketing program, or are planning one, download our ebook:  100 mistakes businesses make when starting, optimizing and scaling content marketing programs.  Learn from the mistakes of hundreds of other companies.  100 mistakes walks you through common and uncommon challenges that they faced with their content marketing programs.

How to get more visitors to your blog

Location is often an indication of clout. Advertising and public relations agencies wanting to reel in the big fish may covet a Madison Avenue location. College graduates seeking a career in finance may yearn for Wall Street. The “anyone who is anyone” mentality applies as much to location, as it does to attending a prestigious event.
The good news for small- to mid-sized businesses is that the Internet has become the great location equalizer. The “anyone who is anyone has a presence on the Internet” applies, but instead of writing a big rent check each month, companies — or their marketing agencies — need to know how to maximize that location to get more visitors.
Original content, particularly in the form of a blog, is a key tool for doing just that. Creating regular blog content is an important first step, but companies are wasting money if they stop at one online posting on their blog or corporate websites. The Internet is crowded, which is why the world uses Google and other search engines to assist in sorting through the fray. And to rank well in search, consistently published, high-quality blog posts are essential.
It’s more than social media
Obviously blog content should be shared on social media, but it’s not that simple. Here are basic online concepts marketing agencies need to consider when helping their clients gain the most from blog content:

Social media audience. The blog writer was probably given direction on the target audience, but that needs to be applied to every social media platform. A largely millennial audience, for example, is drawn to images, so posting a link on Instagram is more likely to get their attention than Twitter. Carefully researching platform demographics is key to finding the audience you seek. It won’t hurt to share the blog on Facebook, but is Reddit the better choice?

Relevant industry terms. Content that’s built around terms has the best chance of gaining inbound links to the blog pages. Keywords should be placed in both the headline and body copy. Performing periodic searches to see what comes up in the search engine results is a simple and proactive way to keep on top of what terms should be used in blogs.

Visual and audio platforms. Reworking blog content into SlideShare, podcasts or video energizes it and allows it to gain more traction and audience views.

Editorial calendar. Blog content should make sense and have a flow. Topics can coincide with industry events or seasons, but creating an editorial strategy is an important part of brand building in the target audience’s mind. It also ensures that regular and ever-changing content is being created.

Current news and events. The editorial calendar is an important guide, but it’s not carved in stone. Agencies should always be scanning news, both inside and outside every client’s industry, to see if a current event can be tied to something relevant to the client’s target audiences. It can be a regulatory policy, or a crisis that’s made headlines. This can propel clients into a thought leadership category.

Links in future blogs. This is another reason why a strategic editorial calendar is important; more recent blogs can link to previous blogs, giving them more eyeballs and keeping a flow of relevant content that makes sense for the company’s brand. For example, if last week’s blog refers to the first few steps of writing a business plan, linking to that blog in the next installment of plan writing makes sense to the reader while gaining more exposure for each previous blog.

Guest blogs. Asking a a respected industry leader to write a guest viewpoint blog is a great way to potentially attract more readers and viewers — and can lead to reciprocal guest blog opportunities.

Reciprocal linking. Bloggers abound on the Internet. Researching good bloggers with an attractive following can lead to mutually beneficial linking of content.

Good writing attracts more visitors
One last thing: Good writing is essential. That seems obvious, but is often overlooked. There’s nothing wrong with hiring a ghostwriter to write from the CEO’s perspective, and having a writer available to create regular, relevant content is worth the added expense. A good writer can transfer his or her services to varying industries as long as good direction is given and the target audience is defined. The main thing is that the content is easily digestible. (The same holds true for any visuals that are used — make use of a professional graphics designer if there is not one in-house.)
The digital age is exciting. It allows any size company to claim cyberspace real estate alongside behemoth competitors or peers. Companies don’t declare an online presence by virtue of their size; they claim it by making it as easy as possible for their audiences to find them, and keeping blog content constant and relevant.
If you have a content marketing program, or are planning one, download our ebook:  100 mistakes businesses make when starting, optimizing and scaling content marketing programs.  Learn from the mistakes of hundreds of other companies.  100 mistakes walks you through common and uncommon challenges that they faced with their content marketing programs.

4 creative ways to get more traffic to your website

The idea behind sharing great content on the web is to bring more eyeballs to a company’s website. The more visitors who become engaged with the information on a site the greater the probability these page views will convert to sales. But creating interesting content is only the start. To bring in more visitors and increase website traffic, businesses have to focus on promotion as well.
Posting good content regularly, creating engaging topics and using strong keywords and tags to boost traffic are standard editorial approaches to gaining web traffic today. To stand out from the competition, it is a good idea to mix in some non-traditional approaches as well.

Here are four creative ways to get more traffic to your website:

Embedded email signatures

When creating email signatures (and general company email boxes), it is better to establish a uniform signature for all employees. These should include company logo, phone number, email address, social media accounts, and company website and blog links. The links are important because content marketers can direct traffic to the information they are actively promoting in these channels.
It can also help to switch things up in an email signature from time to time. For instance, if a special marketing campaign is occurring, add a short blurb about it in an email signature. If anyone from the company is speaking or featured at an upcoming conference, reflect this in the signature also.
Include embedded email signatures on all correspondence, not just email blasts specifically intended for marketing. Not only does this make it handy for clients and other potential clients to reach out, it also keeps company information in the forefront with a convenient link to click for anyone receiving email for other reasons.
Using embedded email signatures is an easy and low-cost way to garner attention without being too “in your face.”

Social content amplification

In 2015 one of the biggest buzzwords has been “amplification” and, in a social web, this is essential. What it means is not just a company marketing itself; people engaging on the web are also offering their own endorsements. Statistics indicate people are more apt to trust a brand if their family, friends and business associates are satisfied customers (up to a whopping 90 percent). This is definitely an audience content marketers want to tap into.
In many cases, social content amplification can happen organically, although content marketers can give those posts a nudge so more eyeballs see them. In addition to social media campaigns using specific and targeted hashtags, the ways marketers are doing this include Facebook’s “Sponsored Stories,” Twitter’s “Embedded Tweets,” Instagram’s “Carousel Ads,” and LinkedIn ads.
Marketing’s focus today is not entirely on one-way advertising; it is more of a two-way street. Marketers are increasingly using social advertisements, perhaps in a modern-day twist on commercial product placement, announcer endorsements and other forms of “advertainment” used in previous decades. Word-of-mouth exposure is one of the most valuable ways to gain leads.

Content curation

A relatively new trend that marketers are engaging in is content curation, which is as simple as using your website or social media site to call attention to interesting content on other websites. According to marketing blog Pamorama.net, curating content can:

• Open doors to new audiences.
• Open doors to new audiences.
• Build new and existing meaningful relationships.
• Increase traffic.
• Find the best content in a niche.
• Demonstrate thought leadership by adding a unique perspective to shared content.
• Create more brand visibility.

In addition to sharing your own content, it is equally as important for marketers to share other interesting or newsworthy content. Curating content that makes visitors want to return will ultimately lead to more repeat visitors and eventual sales.

Forums and blogs

Forums and blogs are more old school, but they are still an inexpensive and good way to attract some additional eyeballs to content. Look for targeted forums and blogs that focus on the type of content being promoted. After identifying these niches, begin establishing a presence by responding with comments or answering questions. At the end of each post, include a “signature” with a discreet hyperlink.
Avoid directly pushing content right off the bat. Comment on other people’s posts, be engaging and share expertise when replying to questions. Authenticity and sincerity are important. Once people get familiar with your responses, a level of trust is gained and a bit of promotion can be mixed in. Either way those signatures are another way to boost visibility.
Content is king, and it is important to put priority on developing good information. But using a variety of other approaches to help drive traffic can make a difference, too. However, regardless of the mix of approaches used to gain more eyeballs to content, it is vital to go beyond chasing page views or hoping for viral content. Be authentic and consistent. Slow and steady wins the race.
Tempesta Media has created a managed services platform for digital agencies, website developers and PR firms who lack the in-house expertise required to generate high-quality, expert content on behalf of their clients at scale.
If you have a content marketing program, or are planning one, download our ebook:  100 mistakes businesses make when starting, optimizing and scaling content marketing programs.  Learn from the mistakes of hundreds of other companies.  100 mistakes walks you through common and uncommon challenges that they faced with their content marketing programs.

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