Tracking your visitors comes first
- Google Analytics – tracks how many visitors and what pages they visit
- Google Search Console – tracks what words you are ranking for on Google and the people clicking on your pages
- – Microsoft Clarity or HotJar– heatmaps of where people are clicking on your site and video recordings of visitors on your site
Your content is not timeless
Where visitors come from
- Direct: Returning visitors who already know your site and type it directly
- Organic: New visitors who find you while looking for something else
- Referral: Visitors referred by another platform. Referral traffic from industry leaders will rank you higher really fast
- Social: Visitors referred from your social media account or others social media accounts
- Paid: Visitors from paid advertising
So starting with direct traffic, this one is straight forward they are not trying to discover you since they already know of your presence. Moving on to organic search, for example a lot of visitors come to our site because they are searching for how to add Venmo or Cash App or Zelle as a payment method on their website. So if anyone around the US where these payment methods are eligible searches for woocommerce cashapp or any similar keywords, they see us first and come here. Or if they are on WordPress marketplace, and search for those keywords they also end up here. And this is what referral traffic is when another site refers people to you. If you are like a store owner for example, being on Amazon or Ebay or Facebook or any niche marketplaces is always a great way to get discovered and to rank higher.
The most important thing to remember when it comes to referral traffic is that you want to be referred by the right players in your industry not just the biggest. And this goes for social media referrals and influencers.
Speaking of social media traffic, this comes from either you posting about your website or others resharing your content or just sharing about their experience with your business. By the way, did you know that we have a tool that will give you relevant social media content ideas for your industry and social platform, give you image and video templates to turn those ideas into content and allow you to publish or schedule the created content all in minutes? Check it out at Social Cane. See how I use this site to bring traffic to Social Cane. Now that you are seeing me in action, guess what happens after I publish this article. I will go to all social media and reshare it since referral traffic is not enough, you also need that social media traffic.
Anyway, let’s move onto paid traffic which is also straight forward. When you advertise, you can add a link to bring people to take an action on your site.
Got discovered? Show them around
The content itself is as important as the meta information it goes with. Having the best video ever with a bad/unresearched title/clickbait or caption with bad/unresearched hashtags can be worse than having an average video with a great title/clickbait.
Give your visitors/customers what they need not what you need
How to relate to your visitors/readers/listeners/viewers
Title, caption, thumbnail and clickbait
People just like search engines start with the text describing the content when looking for your content so your title as the lobby or gatekeeper should be optimized as much as the content. In our case of ranking high for how to add Venmo or Cash App or Zelle as a payment method on their website, our products are called “Checkout with Venmo on Woocommerce” for example. This is a straightforward name, you know what you are getting and it works best for a digital product. But if I write about it in an ad, then the caption would be “See how these businesses like yours are seeing a 40% profit when they allow their customers to checkout with Venmo”. When it comes to social media and paid advertising, just being straightforward is not enough, you want to evoke curiosity and emotion hence why clickbaits are a thing. The title or caption is the first thing they see and it is the gatekeeper, make sure they want to click the link after reading it. This also goes for the thumbnail as well.
Metadata are also as important as your content
This is extra information you supply to search engines to know what the content is about. Think of it this way, Google does not read your content. What it does is based on what someone searches for, it returns content with those words in there. Then it can get more complex from there because some people can have misleading titles but what happens is it tracks how long visitors will stay among other factors to determine if the article is relevant for those keywords. So if it is misleading, boring or bad, people bounce out fast and that link gets ranked lower and lower. So your metadata include the slug, hashtags, tags, short description, titles, etc. You can use tools like RankMath or Yoast for SEO for WordPress users, TubeBuddy for YouTube, Ubersuggest for keyword research, and alternatives to make sure your metadata information competes highly. There is more that can be said here but this article is just an overview to get you thinking. Feel free to checkout what those companies do to dig deep into metadata.
Here is what RankMath says about this article for example:
Inside the content
Now that people have read the title and come to your content, the article or video or podcast, etc. should flow like a movie. Catchy at the beginning, build the story to a conflict, then overcome it. Think back to any writing that you did in school where you learned that an essay usually has 3 parts: the intro, the description, the conclusion. Content marketing is also built on that underlying structure. It can also be complex like you need to add a preview before the intro, and the conclusion is where you lead people to the next action.
Some of the best practices inside your content sections of different types of content: images, videos, lists, blockquotes, links, etc. to help drive your point across.
Curiosity drives visitors to go until the end of your content. Boredom will help them bounce. So switch it up. Add an image, a video, list relevant things, add some blockquotes, etc.
This is your stage. Are you going to bore your visitor bounce back after all that work you put in your research and after getting that perfect title that made them click to get here? Entertain them.
How to end your content
Guess what! The end is nothing other than a stepping stone to the next piece of content. Your story doesn’t end here. It is time to conclude this chapter while introducing your visitors to the next. Ask yourself why you created the piece of content in the first place. For example, I want my customer to understand what goes behind ranking higher than their competitors on relevant keywords in the easiest way possible. I used examples of our products to give them tangible information that can help them start creating content with the purpose to get it seen. So it is time for you to go and create content, while following the steps we discussed:
- Research your content first and make sure the piece of content you are about to make is what your audience needs
- For the ones that discover your content, create an instant connection by talking about things you have in common. Relate to them
- Titles or caption or thumbnails are gatekeepers. Optimize them as much as you would optimize the content itself
- Once they get inside the gates of content, curiosity and a good flow will keep them to the end
- Speaking of the end, it is only the beginning for your next chapter. Use this to drive the point across for why you created the content in the first place
Once your content is created, you need the following streams of traffic redirecting back to it:
- Share your content everywhere to get some free traffic going to your content
- Referral traffic from the right players in your industry goes a really long way in establishing your authority
- Boosting your content with paid advertising will help you reach a larger targeted audience which can drive your ranks higher if the audience is consuming your content enough
- Remember about the shelf life of the content, different content on different platforms last different times and put your energy in putting it out there before the drop starts but revisit your content in the future and update it
What is next? There are two things you can do: take this information and start creating better content with intent starting today or hire an expert who will take into account all this information while creating your next piece of content. Nowadays you also have another option of copywriting AI that will write blogs for you.
The internet is your stage, it is your time to perform
If you are looking for a content marketing expert, here are the SEO content marketing services we offer that help discoverability. They include social media content creation, writing articles, creating magazines, and making videos as well for your visitors on all platforms. If you would like to get involved in this conversation as well, drop a comment below and tell us ways you are going to be using or that you are currently using to get discovered.