Matt Foster
Matt Foster Digital PR Strategist

How to harness your website content to increase traffic and authority

Matt Foster
Matt Foster Digital PR Strategist

Updating website blogs plays a vital role in online presence for businesses in every sector, no matter what size the company is. Even for those that produce regular content for their blog, one of the most common mistakes that we see is creating content without a direction, research phase or steer on what’s needed to get the article discovered by online searchers.

Your blog is a space in which you as a business can use your creativity and have flexibility with the search terms being targeted. It can also be a space which drives not only traffic but authority to your website – integral to SEO and impacting your whole business.

It’s likely that you’re producing regular blog and news content for your website, potentially with industry updates or expert insight from the team. You may even be producing content that external websites are interested in linking to, which is a great tool for boosting your website’s visibility. These are great first steps!

The question is how do you then take the next steps to make your blog or news section a real active traffic generator in search engines – expanding your brand’s reach, increasing awareness, and even potentially leading to enquiries or product sales coming in at the top of the funnel?

Ultimately, your goal should be for every blog post you create to rank for highly relevant search terms identified during a research phase. So what are the key elements that take the blog from being a run of the mill content hub to a key tool on your website…

How to supercharge your blog content

Optimised blog content is a common tactic for growing your website’s audience reach at the top of the funnel. In non-marketing terms, this is someone who has no idea of you as a business and is likely not looking for your product… yet. Production of optimised content should be done each month, and will lay the foundations for your website being a presence in your sector.

For example, if a garden supplies company wanted to expand reach in its niche, the first step could be to answer the questions being searched for relating to gardening. With the help of some tools which analyse the Google ‘people also ask’ function (such as we can find plenty of questions being searched that could be made into blog content. Take a search for ‘Garden’ for example…

Supercharge your blo

So why isn’t everybody doing this and successfully increasing search engine visibility to drive traffic to their blog? Unfortunately, there’s a bit more to it than the idea itself!

To do this requires research, skilled copywriters, and SEO knowledge:

Keyphrase research: What questions are people asking or what phrases are people searching for? After these are identified, different metrics need to be researched and taken into account, such as the search volume, keyword difficulty and potential optimisations for SERP features.

Copywriting: The copy should be clear, concise and be able to hold a reader’s attention. There’s no point attracting users to click onto the blog post only to bounce straight off.

Structure: Headings and subheadings are important on any page for SEO purposes. Google also relies on well-managed page structure so it can decipher which keyphrases the page should rank for.

Schema Markup: Getting slightly more technical, schema markup is coding that should be uploaded into backend web pages to tell Google what’s happening on the page. There’s different types of schema markup depending on what you’re working on, and for blog posts there’s article schema to show Google what type of content it is. FAQ markup is also something that can be used on blog posts to further optimise how the page looks in the search engines.

Featured snippets: These are the ‘knowledge boxes’ that appear at the top of some Google searches, usually for a query-based search term. Gaining a featured snippet for a page on your website or blog will likely lead to boosted traffic numbers. A recent experiment from Moz which A/B tested having a featured snippet compared to removing a featured snippet listing found that page traffic fell by 12% for the latter. To optimise your blog post to aim for a featured snippet, you’ll need to look into things such as the correct sentence length, list formatting and target terms you can rank on the first page for.

SERP features: Like featured snippets, these are the different elements that Google places into the search engine results page (SERP) to provide a variety of results for the user. Consider what’s showing in the SERP for the target keyphrase so you can create content to suit this. For example, if videos are featured prominently and you have the capabilities, consider creating video content.

How Distinctly can help

As part of our SEO services, we can perform a full audit and technical health check on your website, pinpointing exactly how your existing content can perform better and what you can add to it.

Get in touch with us today or call 01923 728191.

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