Blogging can bring your site traffic a significant boost, according to data from content marketing company HubSpot.
In a2022 reviewof 1,531 HubSpot customers – 795 who blogged and 736 who didn't – the ones that blogged had 55% more site visitors. Those customers also had 97% more inbound links to their websites and 434% more indexed pages than their non-blogging counterparts.
Obviously, the bloggers have it when it comes to site traffic, and you can join them. These tips can help you leverage the power of search and savvy marketing to increase blog traffic and make your blog the hardest-working lead generator on your company payroll.
1. Double down on SEO.
In a world where people turn to search engines for nearly everything, it can pay serious dividends to put SEO on your side. Using popularSEO research toolslikeSEMrush,Moz, orSurfer SEO, you can research keywords in your industry, identify top-ranking competitor content and use the results to create SEO-savvy blog posts that bring traffic from people searching for your expertise.
2. Get savvy with keyword choices.
When researching keywords for your blogs, going for the top search terms can be tempting. But focusing on more specific search terms can yield better traffic. “For example, instead of ‘lawn care tips,’ we use ‘how to get rid of weeds in your lawn,’” saysBryan Clayton, CEO of lawn care companyGreenPal.
If a blog post goes live in the woods and no one's there to share it, does it get traffic? Generally, no. That's why creating a social promotion strategy for your blog is important.
You can also target keywords or keyword phrases that are similar to the top search terms but more relevant to yourtarget audience. For instance, say you own a local mortgage brokerage. You could go after the top-tier“mortgage broker” keyword, which could deliver nationwide traffic. Or, you could create a post that targets the phrase “mortgage broker near me”and potentially attract more local clients.
3. Answer your customers' burning questions.
The reason you see so many articles and blog posts with questions as titles is that people have questions. So when you take the time to answer them, you can reap the traffic rewards.
“Position the question as the title of the blog, and then follow SEO best practices concerning keywords, headlines, and metadata,” saysJoe Karasin, founder and CMO ofKarasin PPC, a search marketing firm.
To research burning questions, yourSEO software likely has a “questions” function in its keyword research tool. You can also do a web search in Google and look for the “People also ask” section.It will be chock-full of questions, all of which can likely be their own blog post.
4. Super-serve the media.
If you’re looking for a way to supersize your blog traffic, create content that serves the number one audience that can amplify your message. "Specifically, serve people in the media who need your expertise," saysScott Lieberman, founder ofTouchdown Moneyand a former managing editor atThe Points Guy.
Whether you create surveys, industry information roundups, or infographics, media professionals always need data. When you invest the time and resources into providing unique data (with a sound methodology), your blog can get a boost from media pros who link to your findings.
5. Become a source.
Beyond numbers and data, your blog traffic can get a lift when you share your expertise. The same press hungry for unique data is always hungry for credible, reputable experts to quote in their stories. You can be that source and don't even have tohire a PR teamto make it happen.
To put yourself out there as a source, subscribe to theHelp A Reporter newsletteror post an expert profile onQwoted.To get the most traction, follow journalist instructions when replying to queries, and offer insights beyond an answer that anyone can find on Google.
6. Learn the "two titles" trick.
What the search engines want to see from your blog may not align with your brand voice. That's why it's important to learn the "two titles" trick to help boost your blog traffic.
Your blog post can have two titles – one meta title, which the search engines see, and one on-page title, which your audience sees. For example, if you're a Peoria, Illinois-basedmortgage broker targeting the keyword phrase "mortgage broker near me," your meta title might be "How to Find a Mortgage Broker Near Me." However, your on-page blog title for your outspoken brand might be "Why We're the Best Dang Mortgage Broker in Peoria, Illinois."
If your blog doesn't have a way to add the meta title for each blog post, you should be able to find an SEO plugin that does.
7. Create a social promotion strategy.
If a blog post goes live in the woods and no one's there to share it, does it get traffic? Generally, no. That's why creating a social promotion strategy for your blog is important.
Identify the top social networks where your audience lives. Then, create a unique sharing message for each of those outlets. And remember: not all brands belong on every social channel. You may find that investing in one social network where you know your target audience lives helps you build a more meaningful following that will share your content and consistently refer you to new readers.
8. Leverage LinkedIn.
Speaking of leveraging a single social network,LinkedInhas had quite the glow-up and offers multiple resources to help build your reputation and blog traffic.Yesim Saydan, a social media strategist and mentor for Google'sLaunchpad Global Accelerator,advocates for the power of LinkedIn's newsletter feature.
When you start a newsletter on LinkedIn, it's a bit like a blog that lives on that site. Saydan's a fan because your newsletter subscribers get both a LinkedIn notification and an email announcing a new installment, doubling your chance for eyes on your newsletter, which should definitely contain links to your blog.
9. Make subscriptions a breeze.
When you earn new blog traffic, take advantage of one of the easiest ways to keep it. Your main blog page and individual blogs should both offer a clear way to capture subscriber email addresses to build your list.
To rev up your blog traffic game, many email platforms also let you craft custom opt-in messages and thank-you emails for new subscribers. In those messages, be sure to share your social links. The more ways that fans have to follow your brand and insights, the more likely they are to see your communications and make that coveted clickto your most recent blog entry.
10. Say hello to audio.
Blogs are historically a written medium, but what if you could give your fans a way to read on the go? Adding an audio element to your blogs could help you attract readers who want or need your advice via voice.
If you're audio-savvy, consider an audio blog plugin that lets you upload a self-produced audio track of your blog. You can also add a text-to-speech plugin likeWebsiteVoiceorResponsiveVoiceto your site. Both let you add an extra voice layer to your blog and improve accessibility. And, of course, you could alwaysstart a business podcast.
11. Link up your email signature.
And there's no more fitting way to wrap up this list of ways to boost blog traffic than with a special type of wrap-up: your email signature. As part of your signature block, consider adding a section with your three latest blog posts with catchy verbiage to encourage a click.
For instance, say you recently wrote a post about a hot topic in your industry and why you support a particular action. Your signature could have text that reads, "Are you hot about the thingy vs. whatnot debate? Why I'm solidly Team Whatnot," and link to your recent take.
Make it part of your Monday to-do list to review your signature block and make updates. By doing so, every email you send becomes a traffic generation tool.
A version of this article was originally published on September 02, 2013.
Photo: Getty Images
