When you are in Google Analytics or your other tracking software you may notice that one or more of your blogs are starting to compete with your service pages and even your homepage for the best ranking landing page. And although it is great to see traffic and sessions increase, you are probably also seeing bounce rate increase, pages per session decrease and conversions stay pretty much the same. This is because blogs are great at bringing traffic to your website but they rarely lead to conversions.
Should You Update Your Highest Performing Blogs?
“If isn’t broke, don’t fix it” is a common adage that may apply to your website content. Google and Bing’s algorithms are finicky, and the last thing you want to do is make a change on a high performing blog and suddenly see the traffic plummet. A good rule of thumb when editing the content on your website that is doing well is to add and not subtract. You should keep your metadata pretty much the same, and avoid deleting anything that may be causing Google/Bing to rank your content so highly on their SERPs. Instead, focus on things you can do to improve the content and make it more user friendly.
Adding Links To Other Blogs
One issue you may have with a high performing blog is your bounce rate and exit rate. It is likely that the majority of users who land on a blog post will read the post and then leave. To address this, consider adding links to relevant content on your website that readers may be interested in reading. If you have other high performing pieces of content it can be a successful strategy to interlink them. Make sure the content you link is relevant and that the anchor text is as well.
Adding FAQ Schema
Schema markup affects how search results appear on search engine results pages. There are a variety of markups that Google and Bing use including markups for recipes, how-tos, frequently asked questions, and more. For many blogs, adding an FAQ section can be very effective. Research relevant questions for your content and add them to content along with the schema markup. Not only will this improve how your website appears on search engines, but the extra information can increase session duration and add more keywords to your content.
Adding Calls To Action
Relevant CTAs can help decrease your bounce rate and may even impact your conversions. If you have a newsletter, it makes sense to have a newsletter sign up form on your blog. If you offer remote services to a large service area or online shopping, it may be beneficial to put information about your products and services in a concluding paragraph below the blog content. The key is to make engaging CTAs that can help funnel users to other sections of your website.
Contact Boston Web Marketing For More Information
Boston Web Marketing is the largest independent digital marketing agency in New England. Our team of representatives would be happy to discuss ways to improve the content on our website in meaningful ways that will impact how you show up in search. For more information on our services please contact us.