In 2019, digital marketing exploded and influenced almost every business niche, especially health and wellness. The archetypal existence of print and visual ads is now under threat of their digital counterparts, so adapting to the new change is inevitable.
We have now entered a new marketing age where conventional ads are consumed with suspicion and disbelief. This is one reason why health and wellness businesses try to keep their target audience informed about the products and services through inbound marketing.
Producing and disseminating quality blog content has turned out to be the best inbound marketing strategy for health and wellness niches. All new-age businesses prefer inbound marketing strategies instead of the old pushy ads as they offer more ROI, the same goes with health and wellness industry.
Why to start a health and wellness blog?
Online healthcare companies understand the significance of SEO and hence, spend thousands of dollars in getting their websites optimized. Google is now omnipotent in the search engine sphere. Health and wellness companies know that their survival depends on how the search engine giant sees the website. However, there is something that these businesses fail to understand!
Google loves fresh content. If the site is not updated intermittently, there are chances the whole SEO effort may go in vain. You already know that it’s not practical to update the service page and homepage regularly. Maintaining a blog section for your website can circumvent this pertinent issue. To be precise, great blog content translates into new business opportunities.
Driving organic traffic to health and wellness websites and getting quality leads out of potential customers is something that all businesses want. It may be hard to find people looking for a specific product or service offered by your company. On the flipside, it’s easier to find people who are already using or considering a product or service that is relevant to your business. Your blogs should be aimed at converting these people into your potential customers.
I hope, by now, you have heard a lot about why healthcare and wellness websites should consider blogging as a key marketing strategy. Now, let’s delve deeper into the benefits of blogging for health and wellness websites with respect to SEO, Building a Brand, Media, Sales and Traffic.
Online businesses spend thousands of dollars on Search Engine Optimization.
Google looks for the freshness of content while ranking the web pages.
Publishing blog posts regularly can ensure quality leads from potential customers.
Importance of Health and Wellness blogs for SEO
The position of your business website on the Google search engine results page (SERP) has a direct connection with the quality of the blog content.
Business owners cannot sit back and hope that a few well-optimized service pages can outrank their competitors. It’s the blog section within the site that drives traffic for the targeted keywords and pass the authority to the service pages.
Also, it’s not possible to use the target keyword many times within the product or service pages as it may look spammy.
External links and domains pointing to your business website are vital factors that decide the SERP position of a website.
Other websites hesitate to link to your service and product pages as they seem more sales oriented. However, when it comes to blogs, other sites are more likely to link back. The reason is that blog pages are not explicit sales pages but pages with lots of valuable information.
Breaking news about your industry, product launches, and other important events are subjects that qualify for a good blog post. Publishing relevant content on the blog can help build search exposure as quickly as possible.
The freshness of the content on your site determines your position on Google.
Blogs help keep your website fresh and rank for industry specific keywords.
A well-written blog can drive organic links from relevant websites.
Blogging Helps Health and Wellness Websites Build Authority
There is one word that decides the success of any health/wellness website – expertise. Until and unless a niche has zero competition, there is a constant need to emerge as an authority in the field. As we discussed before, service and product pages are often overlooked as sales pages. From a customer’s point of view, what they want to know is whether the products and services that you offer can give them the best solution.
The blog section of your website is one place where you can regularly update your analysis, the latest happenings in the industry, and comments on it. These in-depth blog articles can help in transforming your brand as one of the best health and wellness blogs.
It’s one way of letting your target audience know that you’re a step ahead of the competition. This adds value to your business and more reasons for your potential customers to associate with your brand.
In addition to this, it’s essential to build a lasting relationship with the customers. It’s difficult to evaluate the trust of loyal customers constantly; this is especially valid for websites in the health and wellness niche. Your competitors have a hawkeye on your prospects and they devise strategies to lure them. By maintaining a blog page, it becomes easier for businesses to engage with their target audience frequently. This strategy can help in building brand loyalty so that your prospects and customers don’t get carried away by the marketing tactics of your competitors.
Retaining customers is the most challenging part of digital marketing. Updating existing customers with new products and offers through blogs can prompt customers for repeated sales. It will also act as one of the techniques to improve the conversion rate.
It’s crucial for businesses to prove their authority in the industry to attract customers.
Updating the blog with industry specific updates will help in establishing as a leader.
Blog posts also help in engaging and retaining existing customers.
Blogging helps to build media relations
If your focus is to bring authority through blogs, then it will inadvertently help you develop good media relation. News houses are on a constant search for health and wellness industry experts as they need authoritative opinions, especially when it comes to the particular niche, before going to the press.
Establishing your healthcare brand through blogs will naturally attract the attention of reporters who may get a quote from your business heads or even do an interview with them.
Your blogs and its acceptability among the target audience can ensure that it gets picked up by the journos. This is one reason why expert business bloggers suggest more informative and research oriented blogs rather than sales oriented ones.
The crux here is to put yourself in the shoes of a reporter. Your blogs have to be newsworthy, and for this, you have to keep abreast of the happenings that affect the health and wellness sector. Try to publish blogs that have a signature of your business. You can do it by bringing in your perspective to a developing story idea.
Even though the blog section should not be considered as a platform for explicit sales pitches, a well-thought-out content can highlight your service better than a conventional sales pitch.
News houses are on a constant search for industry experts.
Well-researched blogs will naturally attract the attention of reporters.
Keep a tab on the latest industry happenings and comment about the same to get media attention.
How to start a health and wellness blog?
By nature, blogs are supposed to be informal and conversational. The informal nature of the blogs help businesses build a natural connection with the target audience. If you look at the other pages of your business website, they are formal and serious in narrative. However, when it comes to blogs, they are more personal and are usually written by writers who can be approached. In a way, blogs give a personal face to your business and makes it more approachable.
Google rolled out an incremental algorithm update in August 2018 that affected the search positions of websites in the health and wellness industry. The update, dubbed Google Medic Update, took its toll in YMYL (Your Money Your Life) websites. It was later identified that the update affected sites that had less Expertise, Authority and Trust (E.A.T). Since blogs that appear on health and wellness websites give suggestions and tips to the users, Google wants to ascertain that it’s written by experts.
A well-written blog by an expert can reinforce confidence in users who may be considering to buy your products or services. It’s highly recommended to give your blogs a personal face as future Google updates can impact impersonal blogs.
Blogs help in driving targeted traffic to health and wellness websites
Business blogging is embarked upon with a mission – drive targeted traffic to the website. This means that the content that goes into the blog must be highly relevant to the niche of your business. There are many reasons why a user may land on your website, each of your blog posts must be written based on the user journey stage. A user journey stage is how the users are going to interact with your website after landing on it. There are five user journey stages that you must consider before writing a blog post for a website.
The blogs that are consumed by users in the awareness stage is less about promotion and more about introducing the brand. It will offer more insights to the users by educating them using facts and figures. This will help in bringing brand awareness for your health and wellness website.
The users in the familiarity stage have already come across the services but have many unanswered questions. These are the kind of people who may or may not qualify as prospects, but they cannot be overlooked. Provide useful information with a light promotion of products/services; they may return after a while based on the information you provide.
These are people who have seen multiple products and services offered by different websites and are considering to buy the best. These kinds of users like to consume blogs that give in-depth information about a particular product or service.
Once a user buys one of your products or services, there is a possibility that he/she might have a few doubts regarding the same or may require help in using it. These users need more “how to” articles, and by offering them the best content, you can continue to drive brand advocacy.
What to blog about?
You may think that adding a blog section to your health and wellness website may not drive the attention of the target audience. But according to the stats, people choose healthcare services only after skimming through ten websites at least. If your blog is able to highlight the expertise of your business in a subtle tone, it will guide your audience to one of your products or services.
However, the blog topic that you write about must have a wide appeal among the targets or the whole effort will go in vain. To come up with topics that interest your target audience, you should research niche-relevant questions and topics that they discuss frequently on the web or in forums.
Some of the most successful blog posts from health and wellness sites are the ones that give advice and information to the users in the form of case studies and pillar content. You must also keep in mind that the blogs should be written for the target audience and not the search engines.
You already know that not all blogs get the traction that the writer intends. The reason for less readers is due to the lack of audience research. You have to select a blog topic that your target audience likes to read. Even the most promising content cannot get you traffic if the readers don’t care about the topic discussed. In addition to this, writing topics that your targets like to read will naturally generate links to your site. Links are an essential part of SEO success. Moreover, high-quality and unique blogs are factors that can build links from high-domain authority sites. Since most health and wellness websites fail to get links to their service pages, blogs have transformed into a key resource for natural link building.
How writing for your target audience can impress search engines?
Google and other search engines need to present the best information to its audience. The days when you hired SEO content writers to come up with health related articles are long gone.
The Google Quality Rater guidelines ask health and wellness sites to publish content written by industry experts. This is to ensure that the content doesn’t give false promises and suggestions that may harm the users. This was the crux of the Google Medic Update that was launched in August 2018, which was also called the Your Money Your Life (YMYL) update.
In addition to this, you also have to consider all the On-page SEO factors to ensure that the health website ranks high on Google. Here are a few On-page SEO factors that you should consider:
The URL of your website has to be optimized with the right keywords. Longer URls are not considered SEO friendly. You have to also ensure that the healthcare website doesn’t have any duplicate URL. It’s also imperative to fix issues such as dynamic URL generation, non-www and www versions, and http and https related issues.
Keywords still play an important role in ranking a blog page. You have to select the keywords with a good search volume if you want more targets to read your content. Also, you have to ensure that the primary and secondary keywords are used appropriately within the blogs.
You also have to use a mix of buy intent keywords and navigational/informational keywords to drive quality leads from your blog. Ensure that the keywords are used in the H1 and H2 tags of the blog.
Site Load Speed
According to research, 53% of users will leave the site if it fails to load within 3 seconds. Google also considers the load speed as one of its ranking factors. You have to ensure that the blog pages load within 3 seconds. One of the hiccups here is that most blogs run on the WordPress platform, which requires plugins that can slow down the load speed.
Ensure that your health-related blogs are linked with corresponding products. Always remember that your blogs are marketing materials that have to bring more customers. Ensure that the user can navigate to your products easily whenever they take the buying decision while reading your blog.
Meta Tags: Your Billboards to Attract the Search Engines
Meta tags are determiners that shape your search results in the SERP. We optimize meta tags with proper keywords so that Google doesn’t end up automatically selecting gibberish that harms your business. We create a brand identity for your website by setting unique meta titles and descriptions that attracts your target audience effortlessly.
You have to create a sitemap for all your blogs to ensure that Google crawls it regularly. Sitemaps make it easy for Google and other search engines to index pages. You also have to ensure that the sitemap is uploaded on the Search Console. This will also help you to rectify issues based on Google’s suggestions.
Healthcare website sees 87% organic traffic boost after being hit by the Google Medic Update: Thanks to Stans Fully Managed SEO
This is one of the most exciting cases that we have recently encountered as we helped catapult a 10k increase in the daily organic traffic to our client’s delight. This healthcare client had three years of online presence when they signed up with us in July 2018. They were consistently getting a daily traffic of 1k visitors but wanted to take their business to the next level by increasing organic traffic. We didn’t waste much time brainstorming about the results since the goal was crystal clear. However, our search metrics of this client showed a year-on-year fluctuation in the traffic. Little did we know that Google was planning something big for healthcare websites!
As always, we started the project with a complete site audit covering both technical and non-technical SEO aspects. Other than a few rank drop events after major Google algorithm updates, the site had all the signals to get a better search ranking.
Grabbing the Low Hanging Fruits First
Even though the site content was almost two years old, there were only a very few blogs published on the site. With a few blog posts, the website was ranking for 353 keywords in the Google search. However, a majority of them were on page two and three of Google search. Nevertheless, we knew those keywords were opportunities waiting to be unlocked. We also noticed that there were only a few quality backlinks pointing to the site.
We shortlisted the top 4 competitor websites based on the inputs given by the client and did a thorough industry-specific search analysis. It became evident that publishing high-quality blog posts can improve the search ranking and above all, get targeted traffic. During the next session with the client, they were convinced that we were on the right track.
Website gets Hit by Google Medic Update
August 2018 was a dark month for many Health and Wellness websites as Google rolled out the infamous Medic Update. Major healthcare websites were hit, and unfortunately, our client also felt the heat from the same. Traffic touched an all-time low, and this happened when we were geared up to go to the writing table.
We were confident about our services and so, we stuck to the plan and requested the client to wait and watch for a month or two. We suggested this because Google has a history of reversing a few algorithm parameters when they come up with another update.
We also analyzed the Google Quality Rater Guidelines to ensure that the healthcare website follows all the ranking metrics that Google preempts websites to have.
10 High-Quality blog posts written by native writers.
Five New Pillar Content.
40 DA 30+ Backlinks.
10 Extreme-quality backlinks.
Here is how our SEO campaign looked like
Step 1: Our SEO specialists in India used best-in-class industry tools to do the keyword research.
Step 2: They supplied the keywords to our US-native writers specialized in the health and wellness niche to generate the content.
Step 3: Since highly-experienced native content writers wrote all the pillar content, there were minimum edits required from the client.
Step 4: The guest posts were ready within a week, thanks to our army of native content writers.
Step 5: Our blogger outreach experts who were already connected with industry-specific influencers got the guest blogs published on traffic generating websites within a week.
Step 6: The SEO report was sent to the client precisely 30 days after the commencement of the SEO campaign.
Did We Just Set Google on Fire?
In a span of 30 days, we completed the SEO campaign and kept our fingers crossed. It was the same old feeling of deja vu when Google announced the Birthday Update as we had forecasted, and then, boom! Our healthcare client ranked at the top of the Google search for every single keyword we focused on. Above all, two pillar topics that we published started ranking in Google’s #0 position (Direct Answer Box). Furthermore, the site started ranking in the #1..
Are you planning to run your CBD business online? Well, we have good news for you. Currently, the sale of CBD is growing by 55% every year which means there is a huge potential for the CBD business opportunities in the coming years. It’s expected that the CBD profit margin will reach more than 1.5 billion U.S. dollars by 2022. Talking about online growth, one of our CBD clients generated $300k in revenue over a span of 90 days through organic traffic alone! Online platforms are an excellent choice when it comes to promoting products like CBD.
There is still ongoing research to discover the full potential of CBD products; however, there are many people who have received numerous benefits from CBD market trends and can vouch for it over pharmaceutical drugs. The first step to establish a CBD business online is to have a good SEO strategy in place. Only then can you increase your product visibility, generate sales and rank higher on the search engines. Search Engine Optimization (SEO) is important for any website looking to generate direct online traffic. SEO tools help in keyword research, which is necessary to understand the pulse of your target audience.
However, how do you choose the right keywords and products to rank on Google for your CBD website?
Here are some ways in which you can proceed:
Put yourself in the user’s shoes
The first thing that you should do to market your CBD product is to put yourself in the user’s shoes. By using your keyword research tool, you’ll be able to understand the user intent and what most users are looking for in a CBD website. This will give you an idea about the kind of keywords to be implemented on your website and also the type of CBD products that you should be selling.
Lookout for a second opinion
Is getting a list of keywords through the Keyword Planning Tool and implementing them enough to push your website to the top? Maybe not. This is why you should go for a second opinion. Compare your Google Keyword Planner research with the Google Search Console and Analytics results and then decide on the possible keywords to be implemented.
Trust the Search Engines
When it comes to finding the right set of keywords, most CBD websites ignore the importance of search engine search results. The search engine search results will reflect user query in the most detailed manner, and you can easily compare and see what information your CBD website is lacking. Search engine results are one of the most effective ways to answer the who’s/what’s/why’s/where’s and how’s of your audience.
Check your Competitors
Are there any CBD businesses that are doing well online? Well, check them out and see what strategy they are following to increase sales. You can see which keywords your competitors are targeting and build your SEO strategy accordingly. If your competitor has been in the market for quite some time now, you might want to look at the business techniques closely for some valuable lessons that you can implement in your own business.
The above CBD market analysis 2019 will help you begin your online journey in the CBD business. Considering the nature of the products you’re dealing with, it’s a no-brainer that it comes with a lot of controversies and bottlenecks as well. Your website traffic will also depend on the kind of CBD product you choose. In addition to developing a robust strategy to rank your CBD website on Google organically, expert guidance would be the most effective way of achieving that.
The next time somebody tells you that you cannot generate good revenue for CBD products, tell them the case of the CBD website that generated $300k revenue in a span of 90 days through organic traffic alone. Have we not mentioned that yet? Join our webinar titled “Choose the Right CBD Product and Unlock Organic Traffic to Your Website” to know more about it and unlock the endless potential for your CBD website.
If you are one of the digital marketers who is worried about coming up with a quality Website Content Audit, then brace yourself. Here’s a complete guide on how you to carry out a flawless website content audit to optimize the existing posts, remove unworthy posts, and find the new user intent content ideas.
What is a website content audit?
A website content audit is a process of analyzing all the indexable content present in the inventory of a domain. The performance metrics of each content is individually analyzed to assess strengths and weaknesses. Content audit has a pivotal role in prioritizing your further content marketing strategies.
A proper website content audit will give answers to three critical questions:
Which content is doing the best?
Which content requires improvement?
Which content should be consolidated or killed?
As an SEO, website content audit helps you to know the patchy areas on a website that need immediate attention. Having this insight can lead to positive changes in the organization’s marketing strategies, lead generation, and sales.
Content Audit is the panacea for a website that is finding it hard to gain better rankings on Google. The auditing process also helps these websites to identify the flaws that result high bounce rate and less dwell time.
However, before we head into step by step process of content audit, you need to know the expected outcomes of it.
Why Should you do a content audit?
A content audit is primly done to determine:
Whether the content is ranking for targeted keywords
Identify high ranking pages of the site and to come up with a blueprint of how to leverage them
How to overcome the content related penalties caused by a new search engine algorithm update
Getting ideas for future blog posts
Find the new content marketing strategies
Analyzing ways to increase organic traffic
Finding thin content on the website
To evaluate opportunities by merging multiple blog posts into a pillar
To Identify the content that needs to an update
To find out the content gaps
To take cognizance of the content that requires some tweaks/corrections
Find out keywords that failed to rank for a particular content
To get an in-depth sense of the new client or website acquisition
A content audit is primarily done to determine how a website content is performing in organic search and to identify gaps that are pulling back the content from ranking. Here is a definition of website content audit. :
Content audit is a blueprint to optimize the content present on a website to improve the overall rankings in Search Engine Results Page considering Expertise Authority and Trust as key evaluation factors.
In some cases, the content audit may result in SEOs recommending removal of low-quality content from the site. The reason behind this suggestion is to improve the overall quality of the website in the eyes of search engines.
How to Audit the website content?
An in-depth content audit answers most of your questions such as whether the content offers more than the surface level value to the audience? Does it have enough images/videos to educate audience or should you add more to drive them to you? Is the content structure user-friendly?
A content audit answers all these questions. Here’s the complete step by step process of how a website content audit should be done effectively.
Step 1: Define the audit goals
The fundamental step of any task is to define the goals and then focus on to achieve them. Though, it’s tricky a process, you have to define the goals clearly. While doing so, you should know the results you wish to achieve and the benefits you are going to reap after the audit.
The typical goals of a content audit include:
Know the well-performing web pages to make them appear on the first page on SERPs
Knowing the content that requires tweaks, updates
Arranging proper internal link flow to other relevant articles in the site
Increase the organic traffic
Find the content that has good user-engagement
Find the content that your users are interested in
Determine the topics that are popular in your niche right now
Increase the conversion rates
Figure the best content with the highest number of visitors
Find the best lead generating content
Define the ways to leverage it to convert visitors into leads
Step 2: Prepare an inventory for content audit
After finalizing the goals, it’s important to figure out the type of content you should review. Then you can start collecting the URLs and data to make an inventory to perform the audit. It may contain all kinds of content such as blog posts, e-books, study material, news, landing pages, product descriptions, or external publications. You can also add interactive content (tests, game or quiz), PDFs, and video into this inventory for a content audit.
Crawl the indexable URLs
Typically, most site owners begin with Screaming Frog to crawl the website. It is not uncommon that a few good content may miss the visibility of search engines due to indexing issues. Hence, its good to rely on a crawler after you do a manual audit of the URLs.
Export the crawled URLs into list mode and prepare a fresh sheet by segregating the duplicate URLs, no-index URLs to produce a comprehensive list.
Step 3: Collect and analyze the data
Some SEO tools will help you to collect and analyze the performance of a content based on the metrics. Here are some tools which are quite useful in the content audit:
Google analytics shows which content is getting more traffic, engagement and conversions. It will also show the traffic sources, behavior of the site content, and the referral channels that can leverage the content strategy. You can also see the landing pages that achieve marketing and business goals of your website.
This tool helps you to know the rankings of the content for the targeted keywords. Getting to see the position of the content in the SERP will assist in optimizing the content further. The tool also gives an in-depth understanding of the keywords are currently ranking for a particular page on the search engine. This data can streamline the content updating process for better search rankings.
This tool helps SEOs to trace the user behavior on your web pages. You can understand it by accessing the attributes like usability, performance, and impact. Content Square will let you analyze the areas that require frequent updates.
Apart from these, there are plenty of other tools for content audit. A few of them are listed below:
Google Search Console
Moz Crawl test
XML Sitemap Generator
Majestics & etc.
An SEO professional audits each URL and content using one of these tools.
Step 4: How to optimize the existing content?
The crucial role of a content marketer is to get websites to rank high on organic search. This goal is unachievable without thorough keyword research. Keyword research helps SEOs to choose potential keywords that can bring targeted traffic to websites. The zeal to find trending and user intent keywords is crucial in the digital market today.
After the content audit, you’ll have the list of articles that aren’t performing well. Now, the onus is on you to improve the content to push them on top of the SERPs. Take a look at all the possibilities of revamping and optimization of content, such as using the long tail keywords to drive more organic traffic, adding more content, etc. Well, here are a few steps to optimize the existing content:
Complete the article: Probably your content is missing some of the essential points to a specific problem.
Go through the articles ranking on the first page of SERP for the targeted keywords. Do an in-depth gap analysis of the content that is ranking on the top three positions against that of your’ s. Then add relevant content to make your post more comprehensive.
Go through Reddit, Quora, and other forums to check related questions asked by the audience. Update the content and address them to refer to your blog post for answers.
Update the content and add images: Your content may be outdated and it may contain old information. It might be missing the latest information that users are searching for. Do research and compare with others content to check how outdated it is. Then update it with latest information, images or videos to present it accurately.
Polish the content: Tweak your content to make it fascinating and even more appealing. Give an attractive headline, sub-heading, and beautiful images. Enhance the structure of presentation by removing unimportant things. Try to keep it in an interactive way with the audience.
Add case studies: People love real-time data than speculated theories. If you can give them real-time information, then they would love to read about what’s happening around them. So, try to add case studies (with images) in your content. You can add case studies both in your content as well as in your service pages to prove your potential to the audience.
Enhance your SEO: Optimize your page by using search analytics in the search console to find the long-term phrases that pull a large audience. Download the full list and add the keywords to your article without breaking the natural voice flow.
Reuse the content: You can create a new unique piece of content using multiple content and publish it in various formats such as slides, Info graphs, an e-book, etc.
Rewrite the content: If there is trending content and it’s not performing well, try to re-write with more relevant data
Update CTA pages: If there is an outdated banner, then replace them with new banners with some offers.
Structure your data: The logically structured content helps bots and users to interpret it as good content easily. In fact, well structured ‘how to’ articles have high chances of appearing as ‘Featured snippets’
Step 5: How to remove the unworthy content?
This is a crucial section in the content audit. We witness the performance, metrics, and the user engagement of each content while doing a content audit. It will give a clear picture of the following areas:
Content to keep as it is:
Basic informative content, FAQs, and some of the evergreen content will never lose attracting the audience. This type of content requires no further tweaks as they are already performing well. Thus, they should be kept untouched. Typically, they rank well for the targeted keywords in SERPs.
Content to update:
There are certain categories people are always interested in, such as data and statistics reports, latest trends, and etc. Web pages with such content may not perform well for you. In that case, you have to update the content with the latest information, videos, and images.
Content to remove:
The content whose quality neither can be increased nor be updated has no value to be kept in the website. The pages containing duplicate content, a completed event, or out of stock products are an example of this kind. You might also have some landing pages created for seasonal sales campaign which have no value after the season. All of these are permanently deleted to increase the quality of the site.
Step 6: Build an effective content marketing strategy
The results you acquire post content audit needs a bit of brainstorming.
If there is anything trending now, like Google News gate algorithm update, can you launch a content marketing strategy to leverage it? If the metrics are going against the expectation, will you change the content creation method or ready to launch innovative content marketing strategies? Are you ready to improvise site by adding assets like video testimonials, eBooks, and webinars?
Answering these questions will kickstart the initials process of your next content marketing strategy. This helps you create niche related content using targeted keywords for the targeted audience.
Step 7: Finding ideas for new content
Blog posts are a significant part of a website and it’s crucial to keep them running if you want to acquire the audience and keep them intact.
Writing tons of blog posts without any research is complete trash. Because, these posts are perennial and hence, it should have the proper user intent content.
So, before you begin to write, you have to come up with the content ideas that people love to read. But, how to find such content ideas?
Well, here are some of the ways you can generate the ideas.
Monitoring competitor websites
This is one of the important techniques of finding new content ideas. Don’t feel nervous. You are neither stealing nor plagiarizing it. Keeping a check on competitors blog posts is good. You can grab the knowledge from them to develop new ideas for your blog.
The advantage you get here is, you get the concept to write and as well as an opportunity to create better content than them.
Google search suggestions
If you have a topic to write on, then type-search it in the Google. You get a list of drop-down suggestions from Google when you type a couple of words.
These are the topics people are searching on Google for information. You can create a blog post on each topic suggestion or combine all of them and draft a long form content.
Online market of each niche witness changing trends every now and then. So, keep a tab on all the trends and events happening around. Then try to come up with creative ideas to present it through your content and attract the audience to eat.
Ensure that you give factual information about the event you cover in your content. Posting hoax news will build negative impact in audience and sometimes, it may invite Google to penalize you.
Creating a high-quality content has never been easy, be it 156-character meta description or 3000-word post. Your content marketing strategy should be strong enough to quickly audit any asset, and optimize it to boost its ranking in SERP quickly.
Conduct the content audit frequently to assess the weakness in your website. This might lead to a lot of rework, but undoubtedly, every bit of it is worthy.
Do drop in your queries and feedback in the comments section.
The biggest beneficiaries of internet democratization and its related services are businesses that invested in digital marketing for travel and tourism sector.
There was a time when people hesitated to travel simply because of the cumbersome process involved in organizing the trip. Starting from booking the tickets to planning the itineraries, travelers had to seek the help of travel agencies.
At the end of the day, the travelers were bound to choose packages which the agencies offered, that too, with little to no option for customization. Fast forward to 2019, and all this has changed in ways that no traveler would have imagined a few decades back.
How the Internet has Transformed the Travel and Tourism sector
Now, with the ripples of the digital revolution disrupting almost every niche business, travelers have also gained the power to apply discretion while choosing their travel destinations and accommodations.
For pure existential reasons, the agencies that once ruled the roost are now hellbent on providing customization, howsoever required by the customers. But with that said, it doesn’t mean that all the players in the travel business are kneeling down.
A few travel marketers adapted to the internet revolution by making themselves visible in places where their customers frequently visit. They promoted their services in different internet formats such as ads, videos, and most prominently as organic search results to the target audience. This has, in fact, influenced travelers to buy their services.
The phenomenal change that happened during the digital transformation was due to the increase in the use of search engines. Nowadays, travelers seldom visit a brick and mortar agency to plan their trips. Instead, a simple Google search gives them more information than they require.
Online Marketing Strategies for Travel Marketers
If you’re a travel marketer, then immediately start strategizing business procedures to persuade the travel buyers. You can do successful marketing for travel and tourism services by adopting a few changes.
Addressing the Traveler’s Paradox of Choice
Yes, today’s travelers are more confused than how they were a few decades back. According to a survey conducted by McKinsey, a management consulting firm, based on 300,000 travel-related search terms, it was found that, surprisingly, travelers are in limbo due to the excessive choices available to them.
The new-age marketers should help unshackle the confusion brewing inside the minds of travelers.
The study by McKinsey also found that a modern day traveler takes an unusually long time to zero-down on their travel plan. It’s estimated that travelers take close to 36 days before finalizing a trip.
During this long period of intense personal research, they visit over 45 touchpoints (the point of interaction between brands, businesses, products, and customers). What is more interesting is that these touchpoints are accessed using a variety of devices such as mobile, desktop and tablet.
This means that as a travel marketer, your future is decided on how quickly and easily you resolve the common concerns of the travelers who are already jolted by the excess information available to them. For example, if a traveler is on a trip with his kids and is searching for hotels with amenities, he would like to see a list of kid-friendly resorts rather than the ones with attached bars.
As a travel marketer, ensure that your website, ads and digital platforms are optimized to meet the expectations of a modern day traveler. This is all possible thanks to the digital signals left over by travelers. This information helps marketers paint a picture of the traveler’s preferences, and they can change their marketing strategies accordingly.
Optimizing Travel Website for Search Engines
The study conducted by McKinsey revealed that most travel journeys start with a simple Google search. Google is now the best troubleshooter when travelers are overwhelmed with options. The abundance of options forces the travel buyers to go into research mode, and Google is the top resource for this aspect.
The clickstream data collected by McKinsey clearly indicates the dominance Google has when it comes to influencing the travel buying decisions of prospects. In 2018, 31% of accommodation search started on search engines, which is an increase of 7% compared to 23% in 2017.
Contrary to the common belief that the people using search engines for travel-related queries take time to convert, the data shows that they made quicker purchase decisions than those who visited a travel agency website directly.
Unlike other online purchase decisions, travel is a highly complex purchase decision to make. One of the reasons for this is because of the risks involved when things go wrong with their travel plans. Lack of well-thought-out decisions may result in dampening the joy of the travel. Moreover, unlike the other purchases that they do online, travel is not something that can be returned or replaced.
If you’re a travel marketer looking to improve the conversion rate for your travel website, ensure that you’re not pushing the prospects to sales. Your priority should be to address their concerns and provide the best solution. This would eventually result in them opting for the packages you provide.
Ensuring the SEO-friendliness of the Website
For any website, be it travel or another niche, it’s imperative that the website is fully optimized for search engines. With more and more users choosing Google as their go-to-website for all travel-related inquiries, the reason to rank #1 in the Google search is more than ever.
Support for multiple devices
The number of mobile phone users is accelerating year after year, and it’s estimated that there is a 10% increase in the customer journey from mobile devices. It has been found that more travel buyers are booking trips with their smartphones.
If you’re a travel marketer, ensure that your travel website has a dedicated mobile version. By the latest standards, it’s highly advisable to have a responsive design. This will ensure that your prospects, who go through 45 touchpoints across several devices, don’t hit roadblocks along the way.
In fact, the study conducted by McKinsey found that cross-device journeys took longer than single-device ones, requiring five additional days, 55% more sessions, and 45% more digital touchpoints.
Today’s online travel shopping happens on multiple devices and channels. The agencies that tap into almost all the channels where their target audience are active will get the benefit. If you’re marketing for travel and tourism website, your primary focus must be to ensure that the services can be accessed seamlessly on desktop, mobile, and apps.
Also, the time has arrived for travel and tourism agencies to buckle up their investments on the digital marketing front. With SEO and other digital marketing strategies taking center stage, improving the user’s digital experience will bring in more trust and brand loyalty.
An important strategy that needs to be added to your catalog in order to succeed in the digital marketing for travel and tourism website is to ensure that you’re optimizing the site and apps for voice search. Even though the number of people using voice search is not in awe-inspiring numbers, it’s still in its nascent stage, and the possibilities of it reaching a breakout point in the coming decade is very high.
If you have an e-commerce website, your target is not only to increase your monthly search traffic but also to increase sales. To increase your sales, you need to ensure that you get a good number of targeted visitors to your online store.
The targeted visitors are the people who come to your website with the intent of availing your products or services as compared to regular visitors who have no particular objectives as such. Getting more targeted traffic will lead to more conversions, which is your ultimate goal.
However, how can you bring the targeted traffic to your website? Well, the first step is to find buyer intent long tail keywords using keyword research tools.
A proper research can give you keyword ideas about the search terms people are looking on the internet. These are search queries that your potential customers type in on search engines, like Google and Bing; for example “cheap shoes online” or “buy cotton shirts online.”
So, what should be your goal here? Your goal should be to ensure that your e-commerce website ranks at the top of the Search Engine Results Page (SERP) for buyer intent keywords entered by the potential customers.
Proper keyword research is an inevitable process in search engine optimization of e-commerce websites that seek top position in the SERP. Researching and analyzing the right keywords for your e-commerce website will definitely lead to positive results.
How to do E-Commerce keyword research?
There are numerous ways to do proper keyword research for your e-commerce website. However, before you begin, you need to keep a few basic rules in mind.
While doing the keyword research using any keyword research tool, you’ll often face the dilemma of choosing keywords related to search volume vs. search intent. Search intent queries often refer to searches that are done with a specific intent, for example, “buy sports shoe online” or “best mobile under 15K.” Since we are specifically dealing with e-commerce website, the keywords you select must have more buying intent.
If you optimize an e-commerce website with informational queries, there are chances that the users who visit the site may not buy the products. The reason for this is the real intention behind their search is different.
For instance, if you are optimizing an online store that sells wooden watches with keywords such as “make wooden watches”, and “components of wooden watches,” you may receive more traffic but the conversion rate will be far to less.
When you’re implementing keywords for an e-commerce website, ensure that you choose more buyer intent keywords than informational. Here are a few examples of buyer intent keywords for the above-mentioned case: “affordable wooden watches”, “wooden watches for groomsmen”. It is also recommended to use a few informational keywords in the blog section of the website.
Here is a step-by-step procedure to perform an e-commerce keyword research effectively to get more targeted visitors and increase the online visibility of your website.
Go the conventional way
First, start your keyword research with a good keyword research tool. Begin by checking the search volume, number of clicks, and traffic potential for the topic that you intend to research keywords for. This initial evaluation will help you get an idea of the type of keywords that you may need to use for your content.
Track your competitors
Get an idea from your competitor’s page. Competitor keyword analysis is an important factor to consider while choosing keywords for your e-commerce website. It will give you an idea about the things you should be focusing on and the things that you should not.
Swear by the search intent
Analyze the buyer intent to find your target keyword. Like we mentioned earlier, it’s necessary to address people’s queries through your content. Type a few keywords for the topic that you’re researching on and see the top 10 or 15 relevant search results that come up. Understanding the buyer search intent can help come up with a perfect list of keywords.
Compare and take a call
Track the top-ranking pages for your intended keyword and deeply analyze their on-page factors including the links. Do they use a mix of informational and buyer intent keywords or are they ranking because of high-quality links? Can you build your website content better than your competitors? Google will crawl things that it thinks is rank-worthy, so don’t try to focus on a particular aspect. Instead, try to improve the overall quality of your E-commerce website.
Improve your website with content-gap analysis
A content gap analysis will analyze the entire content of your website and find the gaps that currently exist. The analysis will help you find the keywords that your competitor ranks for, which you don’t, thus helping you plan a better content strategy and use more effective and buyer intent keywords.
Focus on building quality links
This point is extremely important for ecommerce platforms looking to rank high in the search engines. The more quality links that you’re able to build, the more chance that your keywords rank high on Google SERP.
Finally, remember that E-commerce keyword research is a gradual process and with proper techniques, you can bring your website to the top of the search engine results.
Besides incorporating keyword research for your e-commerce website, you should also focus on performing keyword research for the blog section of your website. This is one place where you can use informational keywords to drive targeted traffic, which can be later converted into leads through proper conversion optimizations.
Blogs can help leverage your E-commerce business by many folds since they act as a gateway to interact with customers, building internal links to product pages, and attracting links from other websites as well. Start implementing these steps mentioned above in your SEO strategy and you’ll see results in no time!
It’s not always that Google confirms the rollout of an algorithm update. Thanks to Danny Sullivan, Google’s public face who is quite active on the Twitter handle @searchliaison, we now have an official confirmation regarding the rollout of an incremental Broad Core Algorithm Update.
What does Google say about the Broad Core Algorithm Update March 2019?
According to the latest announcement made by Sullivan via the official SearchLiaison Twitter handle, the latest Broad Core Algorithm update started rolling out on March 12th. We believe that the update is being rolled out in phases and it may take another day or two before the ranking fluctuations begin to stabilize.
“This week, we released a Broad Core Algorithm update, as we do several times per year. Our guidance about such updates remains as we’ve covered before,” read the tweet post on the official Google SearchLiaison handle.
This week, we released a broad core algorithm update, as we do several times per year. Our guidance about such updates remains as we’ve covered before. Please see these tweets for more about that:https://t.co/uPlEdSLHoXhttps://t.co/tmfQkhdjPL
SEO gurus who, at times, play clairvoyant by predicting incoming Google algorithm updates have done it right this time. Our SEO Scientists had predicted the same after significant algorithm trackers detected a slew of minor updates implemented after the new year. These updates can be now concluded as the precursors before the massive Broad Core Algorithm update rolled out, which happened on Tuesday, March 12, 2019.
Some SEO gurus call the latest Broad Core Algorithm Update as Florida 2, and we are currently analyzing the sites that got hit by the update. Last time when Google rolled out a Broad Core Algorithm Update, it had affected hundreds of Health and Wellness websites. This update was later called as the Google Medic Update considering the impact it had on sites in the Health and Wellness niche.
What is Google Broad Core Algorithm Update?
Google now has a learning algorithm and the changes in the SERP happens in real-time without human intervention. It’s believed that Google makes tweaks to its algorithm at least twice per day, which means close to 600 to 700 updates a year. But all these minor tweaks (core updates) do not make a huge impact on websites and their rankings.
But the Broad Core Update is a giant and it’s not rolled out as frequently as core updates. Lasts year, we saw Google unveil two major Broad Core Algorithm Updates, one in the month of March and the other one in August. Both these updates came with a massive impact on the SERP ranking of websites.
A Broad Core Algorithm Update brings along with it major changes in the way Google sees websites, and this will inadvertently cause heavy fluctuations in the organic ranking of websites on Google search.
In March 2018, Google announced, “Each day, Google usually releases one or more changes designed to improve our results; some are focused around specific improvements, and some are broad changes. Last week, we released a Broad Core Algorithm update. We do these routinely several times per year.”
What SEO Agencies have to do now?
It’s possible that a few clients that you manage might see a decrease in their SERP rankings. It’s important to alert clients about the update as their traffic may have come down and they may be sitting in the dark.
You have to also keep in mind that rankings can be improved with a well-thought-out strategy. Before that, you have to analyze the things that may have resulted in the drop and rectify it. We have successfully done this for a few of our clients. Most of the time, the culprits are bad backlinks and poor content.
If you believe that everything is done right, I would recommend that you to wait for a few days, as Google has a history of reverting a few of the update modules.
With that said, there are websites that have received a huge organic traffic boost due to the Broad Core Algorithm update. If some of your clients have seen such positive growth in their traffic, let them know about it. The result is the fruit of your hard work and the white hat practices that Google loves to see.
Interestingly, like what happened last year, the latest Broad Core Algorithm has been launched in March. This also raises a question of whether it’s going to be a trend from Google in the coming years.
Online chatters about Broad Core Algorithm update
It’s too early to come to a conclusion regarding the factors that Google’s Broad Core Algorithm update considers. There are a few interesting tweets and chats that try to unravel this:
“Smaller sites who were seemingly ranking pretty much only based on content got smacked hard, while brand pages with 100 words got a boost. I count 25 brands entered the top 60 on one SERP after this update. Almost all with far inferior content” says SEOwner via twitter handle @tehseowner
I’ve seen the same thing in my niche. Smaller sites who were seemingly ranking pretty much only based on content got smacked hard, while brand pages with 100 words got boost. I count 25 brands entered the top 60 on one SERP after this update. Almost all with far inferior content.
It’s time for you to check the Domain Authority (DA) of your website. Moz officially announced that it has rolled out DA 2.0 on Tuesday.
It seems like Moz’s warning to webmasters has come true. We found the DA score of many websites plummeting by almost two digits. This may cause havoc among a few SEOs who prefer Domain Authority over other metrics that calculate website rankings.
The announcement about the launch of its updated Domain Authority score was made by Moz’s Russ Jones in a blog post titled “A Comprehensive Analysis of the New Domain Authority” on Tuesday.
According to Jones, the new Moz DA is a much-improved metric and has data backed by a much larger link index than before. This could also mean that Moz’s Link Explorer will give you far better insights.
Why did Moz Update its Domain Authority Metric?
The new update came at a time when the Moz Domain Authority metric was under intense debate over its inability to filter out a few blackhat methods. Moz itself confirmed the same while teasing the launch of Domain Authority 2.0.
The new Domain Authority update boasts of its strongest correlations with SERPs and its ability to handle link manipulation.
The new Domain Authority metric is based on Moz’s improved machine-learning model. It now takes into consideration a number of new factors in determining the DA score of websites.
How did the Domain Authority gain prominence?
Moz Domain Authority became a quick successor to Google’s PageRank, which was officially dead by 2013. The Moz Bar, an extension that provides SEOs with Domain Authority score and a few other features, replaced Google’s PageRank Toolbar as one of the most trusted ranking metrics.
Over the last few years, Moz failed to update the algorithm that measures Domain Authority. This coupled with the new Google Algorithm Update made Domain Authority less accurate, prompting a few users to change their preference to Domain Rating, which is a metric followed by AHREFs.
Now, with the new Domain Authority up and running, Moz wants to reiterate its position once again as a leader in providing the most accurate data.
Sites hit hard by Moz Domain Authority 2.0 Update
This just goes to show that the new Domain Authority is a double-edged sword for SEOs. We have found a handful of websites losing their DA and another batch improving their DA score. We will be doing a detailed analysis of the sites that got hit and the ones that benefited from the latest Moz DA update soon.
We earlier predicted that the Domain Authority 2.0 may bring with it many ups and downs in the existing DA and PA scores. Did you lose the Domain Authority of your website? Share your insights, and we might be able to help you get it back with our process-oriented strategy.
Here are a few discussions that are rife in SEO Forums after the launch of DA 2.0
“My DA has gone from 24 to 37. Another site, 24 to 16. No drastic change in rankings, but have been looking at DAs as one of the criteria for getting links from other sites,” says Drukpa via Blackhatworld.
“Hey guys, I have a question about the new domain authority. One of the challenges for us has been a competitor buying bad spamy backlinks to negatively effect us. With your discover tool we are able to find and submit to google disavow. However the domain authority in moz doesn’t know not to count those links and actually increase our current domain authority higher. With this update sounds like you might start considering spam score within domain authority. Will you guys have your own disavow option? or how else can we still get accurate data?,” asks a Moz community member with profile name CbdVapeGenius.