I’ve been exploring ways to increase traffic to the 60 Second Marketer blog and have conducted a study around it that I wanted to share with you.
For years, one of the key drivers of using search engine optimization (SEO) to drive traffic to your blog was the frequency of your blog posts. The theory was that the more frequently you posted, the most likely you were to show up on Google, Bing or Yahoo.
But over the course of the past few months, I noticed that I had reached a peak in terms of number of visits to the blog. This could have been caused by any number of things, but it was enough to make me start searching around for an answer.
I explored the idea that Google’s algorithm had been changed so that frequency of posts counted less than time on site. In other words, my theory was that Google paid attention to the length of time people were on the site more than how many times a week I posted.
So, I started doing longer, more definitive posts like the 2,700-word 50 Insanely Simple Ways to Grow Your Sales and Revenue with Mobile Marketing and the ever popular Mobile Marketing Platforms: What Works and What Doesn’t Work.
Both were long, definitive posts that kept people on the page for two or more minutes rather than less than 60 seconds.
I also started uploading infographics once a week. The nature of infographics is that they keep readers on the page longer than regular posts. Some of the most popular infographics included the following:
The result of my study? As much as I’d like to report that longer, definitive posts increase the length of time on the site and thereby result in more visits driven through from Google, in fact, that has not proven out to be the case.
The lengthy posts I’ve written and the infographics I’ve uploaded have not resulted in any quantifiable change in the length of time on the site or the number of visits to blog.
Three lessons learned from the study. Admittedly, the study resulted in some unexpected findings, but there are still some lessons that can be gleaned from the results:
- Test Your Way to Success. The only way to improve your blog or your website is to constantly be in a state of testing. By continuously checking what’s working and what’s not working, you can make small, but significant, changes in the amount of traffic you drive to the blog.
- Things That are Measured Tend to Improve. Even though we haven’t cracked the nut on using definitive posts or infographics to drive more traffic to the blog, we remain committed to the belief that there’s something out there that we can do to continue to grow visits to the blog.
- Try New Iterations of the Old Test. I still believe that there’s something to the idea that longer, more definitive posts will ultimately grow our traffic. But I haven’t quite figured out what the solution is, so I’m going to keep trying. In the end, I may learn that my hunch is wrong, but that’s a finding in and of itself.
I hope you find this post helpful. What are your best tips for improving your SEO? We’ve started a discussion about it on our LinkedIn group so we can collect ideas for the 60 Second Marketer community. Be sure to add your feedback to the SEO discussion on our LinkedIn Group.
Posted by Jamie Turner, Founder of the 60 Second Marketer and co-author of “How to Make Money with Social Media” and “Go Mobile.” He is also a popular marketing speaker at events, trade shows and corporations around the globe.