Sometimes, having a great website with great content isn’t enough. Even if you’re doing everything right, you might still fall behind a stronger, faster, better-resourced competitor. In almost every niche, SEO is about more than just improving your site — it’s about beating every other site. If you want to win, you have to do more than put words on pages. To beat your competitors, you have to publish resources. Here’s my take on why, how, and what happens next.
- SEO doesn’t happen in a vacuum
- Good content might not be good enough
- To win, you must solve searcher problems
- Solving problems is resource intensive
- Cue, Gutenberg
- What’s next?
SEO doesn’t happen in a vacuum
To succeed in search, you need to make sure that your website, content, and brand is the best possible fit for your audience’s needs. You need to be discovered, and be chosen. That takes time, effort, and resources.
But you’re not the only one trying to improve your content. Your competitors are also working to improve their websites, pages, and brands. Depending on your niche, and your location, there might be dozens of other companies who can meet your audience’s needs. Or hundreds. Maybe thousands.
Creating content that doesn’t compete with your eCommerce pages
For eCommerce sites, editorial content can be a fantastic way to attract new customers, build loyalty and showcase your product offerings in exciting ways. One common challenge that can quickly crop up though, is that of duplicate content where blog posts and product pages start targeting the same terms.
Planning and creating well thought out, unique content will mitigate your chances of duplication and benefit your rankings as a result.
What is cannibalisation and how can it affect your site?
Keyword cannibalisation is a scenario in which multiple pages from a domain compete for the same queries, resulting in less stable – and often lower – rankings.
Multiple pages reflecting the same content dilutes ranking signals, possibly limiting ranking potential due to a dilution of link equity on both pages. Reducing your site’s value in favour of cannibalised pages can lead to Google ranking a stronger, more unique competitor page above yours.
Having one page which ranks strongly will see better performance metrics such as visibility and traffic as opposed to having this divided between multiple pages.
How high is the content engagement on your website?
One of the hardest tasks in content marketing and blogging is to keep your readers engaged when reading your content.
- No comments.
- No shares.
- High bounce rate.
- Low dwell time.
These are just a few of the effects when you fail to keep your website visitors on your site.
But what if there was a way to hook your readers as soon as they land on your website and keep them reading your content?
If you are tired of publishing boring content, continue reading below as I share 8 amazing techniques for increasing content engagement.
Let’s dive in.
1. Use proven headline formulas that fulfill a promise
On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest of your content.
You already know that your headline is the first chance that you get to capture someone’s attention. So, it’s important to use headlines that make a promise and increase clicks to your site.
The question is how do you craft headlines that are proven to work?
No need to reinvent the wheel.
Here are some formulas that you can use to capture attention and get more clicks:
[X] Steps to [Goal or Achievement]
- 12 Clever Ways to Get Clients to Refer You (Without Even Being Asked)
- 10 Little-Known Ways to Become Famous in Your Niche
- 25 Sneaky Tactics for Getting Tons More Traffic to Your Website
Get [desired result] in [desirable time period]
- Master the German Language in Record Time
- How to Increase Website Traffic in 60 Days or Less
- Fix Your Poor Conversion Rate with a Simple 2-Hour Procedure
How to [Blank] and [Blank]
- How to Win Friends and Influence People
- How to Save Money and Retire Rich
- How to Save Time and Get Things Done
The key to a great headline relies on 5 important factors. It must:
- Be Ultra Specific
- Evoke Emotions
- Be Urgent
- Be Useful
- Make a Promise
Use these 3 questions to ensure your headline is ready to capture your audience’s attention:
- Is your information Useful and Unique?
- Are you being Ultra Specific with your Promise?
- Is it presenting an Urgent reason to engage with your marketing?
The One Way to Stand Out in the Crowd of Content
This story begins in the present.
Brian Fanzo is a founder, CEO, and keynote speaker. He does 70 speaking engagements a year. Over the past four years, he has done more than 4,000 live video broadcasts.
Brian works with leading brands, including Dell, Adobe, IBM, and SAP. He did influencer engagements at Mobile World Congress and the Super Bowl. Chances are you know Brian.
But where did Brian’s story begin?
At a frozen yogurt shop in Virginia Beach.
Brian shared his story during a Content Marketing World presentation, Press The Damn Button: How To Stand Out From the Bad News and Fake News On Social Media.
How does David beat Goliath?
In a little shopping district in Virginia Beach, Brian’s family opened a frozen yogurt shop. Working there as a teen, Brian learned life lessons.
Brian’s dad is a firm believer in community – both the concept and the tight-knit community they were a part of. One could argue that their frozen yogurt shop was a center of the community.
“We held the baseball draft for our local community. My mom was the president of the PTA and the PTA meetings happened at our shop. It became the central idea of anything we were doing in the community,” Brian says.
Deeply connected with his family business, Brian got the nickname “yogurt boy” and embraced it.
A 7-Point Plan for More Shareable Content
Content marketing is a beautiful thing — a great way to build an audience and grow your business.
That’s if your content is actually getting found by the folks who might buy your product or service.
Most of us would love to have more people reading, listening to, and watching our content.
And one of the smartest things you can do for your content is to make it easier and more fun to share.
Even better, as long as you’re starting with high-quality work, you can do it without spending a lot of time or money.
By the way, I’m including links from other websites as “shares,” as well as the usual assortment of retweets and likes. If your audience is helping you get the word out about your content, we’re counting that as a share.
Here’s a straightforward plan to format and present your content so that lots more people want to share it.
#1: Make it relevant and interesting
If you’re a regular Copyblogger reader, you knew this one was coming.
More people (especially those movers and shakers with large audiences) will share your content if your content makes them look smart for sharing it.
That means it needs the magic combination of meaning and fascination.
In other words, it needs to speak to something the audience cares about, and it needs to do that in an interesting way.
There are some “content” sites out there that rely on enticing headlines and strong images to send us to weak, pitiful content — I call it CRaP.
Don’t do that. Use your skills to get a larger audience for content that’s worth consuming. Anything less is a waste of everyone’s time.
Creating a Mindset That Will Help You Succeed
Radically successful and happy people immerse themselves in self-development. Use these tips to start your own self-development journey.
6 min read
Opinions expressed by Entrepreneur contributors are their own.
The following excerpt is from Napoleon Hill’s Success Masters. Buy it now from Amazon | Barnes & Noble | Apple Books | IndieBound
The most fulfilling path to success and personal fulfillment often comes through the pursuit of your own self-development. The radically successful and happy immerse themselves in self-development and a deep interest in life and relationships. Through self-exploration, they remain openly curious and passionate about their self-education and improvement.
Through life’s experiences, good and bad, you become able and ready to be proactive in all your efforts, challenges, and successes. You choose to no longer wait for success or happiness; you go out and make it happen. Making a commitment to your own personal development is the first step on the path to living your personal legend. Here are some important elements of a self-development mindset.
Related: 8 Simple Keys to Becoming a Better Salesperson
Sense of self
Self-improvement begins with a keen awareness of who you are, your values, your beliefs, and the larger purpose you wish to pursue. True satisfaction can only manifest from chasing your own dreams. Life, people, and business can be hard and insensitive, so remind yourself that you’re more than the sum total of other people’s opinions and continue pursuing what’s meaningful to you.
The experiences you have in life can only have true meaning when you seek to understand them. To become a pristine student of life is to always remain teachable-ready. Examine how each experience life brings can be used for greater self-knowledge and better decisions going forward. As you gain a more solid sense of who you are, you become ready to start planning, designing, and pursuing your goals and objectives.
You Didn’t Land Your Dream Job. Now What?
It’s natural to get your hopes up about a professional opportunity that seems perfect — and to feel somewhat defeated when it doesn’t come through. The author offers four strategies to overcome the disappointment and take action. First, put your rejection into context. A useful step is to look back on your own past history of failed efforts, and reflect on how they made other things possible for you. Two, channel your frustration into motivation. If you were turned down because you lacked certain skills or experience, this is the chance to harness your indignation productively. Three, identify alternate ways to achieve your goal. And finally, find ways to stay on the company’s radar.
The Most Important Lesson Learned at Content Marketing World
Let’s face it. There’s no shortage of content to consume these days. Content for content’s sake has become a bit of a problem for some brands as their content marketing efforts and teams have grown and matured.
But consumers, customers, and prospects don’t necessarily need more content. They need content that is meaningful, actionable, fun, amazing … anything but excessive and mediocre.
People don’t necessarily need more #content. They need content that is amazing, says @editorstahl. #CMWorldClick To Tweet
CMWorld keynoter Henry Rollins talks a lot about the responsibility of content producers to be authentic and the need for “an element of moral goodness.”
One of the most exciting aspects of the world of digital marketing is how it levels the playing field for smaller businesses and solopreneurs. These are entities who are offering fantastic products and services which will be of huge benefit, but who may be short on the resources and budget required to market them.
Gone are the days when a multimillion-dollar marketing budget is necessary to get ahead of your competitors. Digital marketing offers a high ROI whether you’re actually investing cash or you’re bootstrapping and investing your time.
As well as offering great returns for small budgets, there are numerous marketing tools out there that can take some of the workload off of your shoulders. These tools are especially valuable for small businesses that don’t have the resources to dedicate a team to in-house marketing, or the budget to outsource the work to a marketing agency.
These tools can help you to get the biggest bang for your buck and ensure your precious time is invested wisely. By automating repetitive tasks, collecting data for you to analyze and optimize your campaigns, and helping you to organize and plan your marketing activities, they’ll soon prove invaluable to your business success.
Event planning is hard work, but that doesn’t mean you can kick back and relax once you’ve booked your venue and organized your guest speakers. Unless you’re planning a unique event in a very popular industry, your event is not going to market itself. You need a great event marketing plan to get the word out, build buzz, and get people excited about attending.
It can be overwhelming even choosing where to start when it comes to event marketing. This is especially true if you’re running your first event and you have no idea of how popular it’s likely to be.
Just as with any kind of marketing, the key is to have a methodical and considered marketing plan. When you have a good plan in place, there’s no question about what marketing activities you should be doing on what day – you simply follow the plan.
- Careful planning, well in advance, is essential for event marketing success.
- Tailor your approach and the marketing channels you choose to your target audience. Remember this might not be the same audience as for your general business.
- Don’t forget to set goals and measure the success of your campaigns so you can improve your event marketing plan next time.
When It’s Time to Get Serious about Your Content and Copywriting
We write a lot about the importance of creativity in content marketing. Generic, flavorless content has very little chance of getting noticed in the sea of content that’s generated every day.
Pros know that creativity needs to be harnessed to professional discipline. Creative work is work, and it calls for a serious mindset.
And when your creative work is directly tied to a company’s revenue (and the grocery bills and mortgages of everyone who works for that company), there’s no time for self-indulgence.
This week, we offered three posts about the power of creative discipline.
On Monday, Stefanie Flaxman talked about how people perceive the writing life, and what it’s actually like. While from the outside, professional writers sometimes look a little fuzzy, working writers know what it’s like to keep wrestling with a piece when everyone else has gone off to hit Happy Hour.
On Tuesday, Beth Hayden shared 13 favorite insights from advertising legend David Ogilvy, with direct applications to the work we do today. Ogilvy was famous for suggesting that creativity didn’t matter in advertising — and writing some of the most creatively fascinating ads ever.
And on Wednesday, I wrote about one of my all-time favorite content marketing tools, the email autoresponder. Today it’s grown up into a more complex creature, driven by smart automation.
New technology has only made autoresponders more effective, and thoughtful, well-written email sequences remain one of the smartest places to put your writing time and budget.
The Copyblogger Guide to Managing Your Professional Overwhelm
Overwhelmed? Anxious? Stressed out?
Yeah, there’s a lot of that going around.
Daily life is difficult enough. And when you layer business and marketing challenges on top of that, it can seem really inviting to stay in bed and watch cartoons for, say, about a month.
Since that’s not an option for most of us, we have several solutions for your creative, marketing, and business anxieties. There are a lot of problems we can’t help you with, but we can try to take marketing worries off of your personal “scary” list.
This week I’m switching things up a bit, recapping our posts in reverse order to get more and more specific about how you can Do All the Things even when you’re overwhelmed.
How to Explain Your Job as a Copywriter (and Feel Good about It)
Well, this isn’t going to be easy …
I’ve been working as a copywriter for 40 years now and still haven’t quite figured out how to properly describe what copywriters do.
Or, maybe I’m just traumatized by how people used to react when I told them I was a copywriter.
Scroll way back to the late 1970s in London, England.
I was a middle-class young man, fresh out of a privileged education.
My teachers and parents shared high hopes for me.
A lawyer, perhaps. Or a university professor.
You want to be a writer? Oh dear. Then maybe a respected novelist, or a journalist for The Times newspaper …
A copywriter? Seriously? Is that even a “proper job?”
I’d be at a party thrown by my parents and a friend of theirs might ask me, “And what are you doing these days?”