When high-conversion blogs don't get the traffic they deserve

December 8, 2021

You probably have some blog posts where:

  • The content is brilliant
  • The bounce rate is low
  • The traffic it’s attracting is perfectly targeted

And yet: it’s not getting enough traffic. So the net conversions are low.

At Ercule, we refer to these posts as “shy”. These pages could be superstars – if only they got out into the world a little more.

Since the content itself is already strong, its problems are probably rooted in optimization and distribution. Things like…

  • Isolation. If it’s a one-off piece, with no related posts, no internal links, and no clear place in your service offering, then it’s going to be hard for users to find.
  • Keyword volume. If the post is discussing common pain points, but does it in heavily branded or niche language, new leads won’t find you in search.
  • Meta-tags. If your page doesn’t look appealing in search results, people won’t click through.
  • Page experience. UX basics like site speed might not derail bottom-funnel leads, but they will hinder your overall conversion performance.
  • Distribution. If you don’t tell the world about this post, and repeat the message strategically across platforms, you can’t expect anyone to know that it exists.

🏄🏼 What you can do

Revisit your optimization and distribution strategies for this post. Some things to look at:

  • Update the page title and h-tags to meet Google’s recommendations. Make it easier for the search engines to see, comprehend, and promote you.
  • Update the meta description. Each Google result is like a little ad for your content, so make yours descriptive and engaging.
  • Assess the page experience. We mentioned this is important for driving conversions. It’s important for driving traffic, too.
  • Add relevant internal links for the shy post on other pages of your site. It’s a kindness for readers and a proven method for boosting visibility.
  • Confirm the search volume for the post’s target keyword, and explore adjacent keywords. A slight change in terminology can lead to a wider audience.
  • Adapt the post for other formats (eg. social posts, video, newsletters 😉). It makes content more accessible and extends the mileage you get from each post.
  • Tell the world! Across all of your platforms. Then remind the world. Then do it again.

And keep doing all of these things. Distribution is a cycle and not a one-and-done sprint. (And optimizing old content is crucial to a distribution strategy.)

Feel free to schedule office hours to look at this together!

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