The following post was first published by Neil Patel.
About two-thirds of companies find it tough to produce engaging content. If you’re one of them, there’s a good chance your problems stem from the ideation phase. In other words, you’re struggling to come up with enough engaging blog post ideas.
Now, if you’re a regular visitor to my blog, you’ll know I write a lot of content (also, thanks for reading!). I’ve been doing this for a long time now. But I still sometimes struggle to come up with new blog post ideas.
Of those methodologies, one of the most consistently useful is to raid YouTube for blog post ideas. I’m going to tell you exactly how to do it in this article.
Why Should You Use YouTube for Inspiration?
It might seem counterintuitive to use a streaming video site to find blog post ideas. Wouldn’t it make more sense just to look at other blogs?
Sure, that can be a super effective tactic, too, but you can’t learn everything from reading your competitors’ blogs. If you keep relying on the same old sources to find content inspiration, you’ll inevitably keep producing the same sort of content, time and again.
If you want to keep pushing the boundaries and creating fantastic content that makes a real impact, you need to cast the net wider. Here are a few reasons why YouTube can help you do that.
It’s Easier to Differentiate Yourself
When you use other blogs to inspire your blog post ideas, you might find yourself wondering: “How can I do this better?”
Sometimes, you’ll be lucky. You’ll stumble across a super engaging title, but the actual article will be poor quality. Maybe it’s several years old and the information hasn’t been updated. Or perhaps it only scratches the topic’s surface, rather than going in-depth.
Other times, there’s no obvious way to improve on the original. But because you’re so convinced it’s a great blog post idea, you end up effectively rewriting your competitor’s article and adding a ton of extra information that doesn’t add any real value. Congratulations, you’ve written a worse post than your rival!
This is far less of a problem when you use YouTube to find new ideas. Why? Because with a lot of videos, there simply won’t be a decent written version available. There might be a transcript of the video, but nothing that’s been created with readability in mind.
That makes it much easier for you to go out and create something better.
There’s So Much Content to Draw Inspiration From
An astonishing 500 hours of content gets uploaded to YouTube every minute, and that number is growing every year:
To put that into context, the major six movie studios released 87 pictures in 2019, at an average length of just over 96 minutes. That means it takes YouTubers around 16 seconds to upload the equivalent of an entire year’s worth of Hollywood content!
With such a wealth of content available, even super niche businesses are pretty much guaranteed to find something relevant to inspire them. And you don’t even need to navigate multiple platforms to find it.
People Interact With Videos & Blogs in Completely Different Ways
This is a subtle point, but an interesting one. Say you find a YouTube title that sounds like a perfect blog post idea, but it has not generated many views or engagement. Well, that’s not necessarily a problem.
Why? Because people engage with different content types in different ways.
As this HubSpot graphic shows us, people prefer to thoroughly consume videos rather than skim through them to find the information they’re looking for. That makes sense; videos are designed for watching from start to finish. There’s often no easy way to jump to a specific section.
Blogs are different. Only 29 percent of people read them from top to bottom, with 43 percent preferring to skip through. That’s because blogs are fantastic for skimming. Subheadings, bullet points, numbered lists, tables, and various visual elements make it simple to find the most relevant information.
So what does this tell us?
A piece of content could perform poorly on YouTube because it’s just not a good topic for a video. Yet it could still make for a fantastic blog post. So you don’t necessarily need to worry about how many views a video has racked up; you can just focus on finding good titles.
4 Ways to Find Blog Post Ideas From YouTube
YouTube is a gold mine of potential blog post ideas! Now here are four ways to find them.
1. Stalk Your Competition
If your competitors are on YouTube, they’ll have done a lot of the hard work for you. Chances are their content will be highly relevant to your audience, too. Go check it out, pick the best titles, and turn them into high-quality blog posts.
Start by drawing up a list of your competitors. Not sure who they are? Try the following:
Speak to your sales team: They’re the people selling your product, so they’ll know which companies they come up against regularly during the sales process.
Ask your customers: They likely considered a couple of different products before purchasing yours, so find out which other options they evaluated.
Do some social listening: Your audience might use forums and social platforms to seek out advice about your product and compare it to your competitors, so go find those conversations! Not sure how? Check out this article on my four favorite social listening tools.
Now you’ve got your competitor list, simply visit their YouTube channels and browse their existing content. In the “Videos” tab, you can use the drop-down “Sort By” menu to segment their content by:
So let’s imagine I’m one of your competitors. Checking out my most popular videos feels like a good place to start.
Straight away, you’ll see a bunch of titles that you know have resonated with my audience. Most, if not all, of those titles could also be written up as blog posts, like:
SEO for Beginners: 3 Powerful SEO Tips to Rank #1 on Google in 2020
How to Promote Your YouTube Video When You Have ZERO Subscribers
How to Create a Digital Product That Generates (AT LEAST) $100,000 Per Month
How to Write a Blog Post From Start to Finish
1 Simple Hack to Getting 1,000 Likes on Facebook
You don’t even need to watch the videos (although you should, they’re great). Take the titles, switch them up, do your research on the topic, then turn them into new blogs.
2. Read the Comments
YouTube comments get a bad rap, but they can be a surprisingly rich source of content inspiration. Commenters are rarely short of advice on how videos could be improved or expanded, and those suggestions can help you formulate new blog post ideas.
Again, let’s use my YouTube channel as an example. Currently, this is my most-viewed video:
As well as clocking up more than 1.7 million views, it has received thousands of comments. A lot of those comments are essentially just people telling me they like the video, which is always nice to hear but not super helpful for finding new blog titles. But some of them give me (and my competitors, if they’re paying attention) a useful steer on future content ideas. Here’s a good example:
Wendy wants to know how I use keyword information from Google Search Console to optimize my content.
As you can see, I’ve already left a short response. But I could go further and create a whole blog post explaining how to use Google Search Console to improve your existing content and create new articles.
Here’s another useful comment on that same video:
Manav asks me if I have any content on Google AdWords certifications. As it happens, this isn’t something I cover, but it could make an excellent blog post idea for some of my competitors.
3. Take Advantage of Predictive Search
You probably think of YouTube as a video-sharing platform, but it’s also a search engine. In fact, it’s the second-largest search engine in the world.
With over two billion logged-in users visiting YouTube every month and watching more than a billion hours of content a day, the platform generates a ton of search activity. Thanks to its built-in predictive search functionality, you can use all that activity to track down potential blog post ideas.
This is a really simple process. Just enter a topic into the search box, and you’ll see a bunch of predicted searches:
Now, it’s a case of exploring the options that sound most relevant. “Marketing degree UK” probably isn’t right for me, but I like the sound of “marketing strategies for small business,” so I’ll take a closer look.
Just from viewing this tiny subsection of results, it seems that “how-to” content resonates with people looking for small business marketing strategies. So do listicles. In other words, we’re not only getting insight on blog post ideas; we’re also learning how our blogs should be structured.
But there’s more. Scroll down the page, and you’ll find a section on related searches:
Each one of those could potentially give me a bunch of additional titles and reveal yet more related searches. The deeper you vanish into the rabbit hole, the more blog post ideas you’ll find!
4. See What’s Trending
It’s important to remember that there’s a whole world of content outside your specific niche. What’s going on out there will naturally affect you and your audience, so it might make sense to write about it.
But what if you don’t know what everyone’s searching for?
Fortunately, YouTube can help here, too. Just visit the “Trending” tab in the left-hand homepage menu to find the content YouTube deems to be most relevant and topical:
Sure, not all of it will be relevant to your audience or brand. Chances are, most of it won’t be. However, I make sure to check in with the Trending section at least once a day to be sure I don’t miss any opportunities to piggyback on viral topics.
Once you start thinking of YouTube as a search engine rather than a video platform, its role in finding new blog post ideas makes a lot more sense.
Just like Google, it’s effectively a huge directory of content on every subject you could ever imagine. But unlike Google, the vast majority of that content exists to engage audiences; the search results aren’t crammed full of product descriptions and category pages. That’s why it’s such a treasure trove for marketers seeking the inspiration they need to create superb content.
What tactics do you use to come up with new blog post ideas?
The following article was published by Neil Patel.
Did you know roughly a third of U.S. shoppers check out local business listings online daily? To me, this means there’s a real opportunity to grow your business if you find a way to quickly and reliably connect with the best leads.
How do you achieve this?
By creating a Local Services Ad. Let’s dive in and explore why these ads are such an invaluable tool for finding customers and building your brand.
What Are Local Services Ads?
Local Services Ads connect you to local customers searching for the services you offer, whether you’re a tradesperson or small business owner.
They’re pay-per-lead rather than pay-per-click, meaning you only pay if someone contacts you through the ad.
Using these ads means you’re Google guaranteed; if someone’s unhappy with your work, Google refunds the cost.
Ads “rank” based on the number of positive reviews and customers served.
Here’s an example. When customers Google a search term like “New York plumber,” businesses running Local Services Ads appear at the top of the search results.
If you click to see more plumbers, multiple listings show up.
To be clear, Local Services Ads aren’t the same as Google Ads or Google My Business.
Google Ads are pay-per-click, not pay-per-lead. This means you pay whenever someone clicks the ad, even if they don’t contact you or take action.
You can use all three features, or opt for just one. It’s up to you!
How Do Local Services Ads Work?
Think of Local Services Ads as a fast-track ticket to positive leads. A few stats will show you why.
Four in five people want to see local ads when they’re searching for goods or services online. Local ads mean you’re giving users what they want, which, as good marketers know, makes your business all the more appealing.
Roughly 75 percent of local searches end in a phone call. In other words, these users are actively looking for goods or services, so you want to be one of the first listings to catch their eye.
76 percent of customers visit a business within 24 hours of searching for them online. Local ads help you connect with these leads in the quickest time possible by putting you among the top search options.
In short, these local ads help you find leads who are primed to become paying customers. They’re a highly cost-effective and efficient way to market your business at the local level.
Let’s now return to our plumbing example above and work through the features of a typical listing. If we click on “Petri Plumbing & Heating,” here’s what the listing looks like:
This plumber has a 4.6 out of 5-star rating with 504 reviews, they’re accepting customers, and there’s a telephone number to lead potential clients to take the next step.
If we go down further, there’s a business overview. This is where you can set out:
Which services you offer
Your opening hours
The ZIP codes or area you work in
Business highlights, e.g., if you’re locally-owned or have a BBB A+ rating
Finally, there’s a section where customers can leave a review or read reviews left by others.
If someone books a job through your listing and leaves a review, it’s verified by Google as legitimate. Long term, this reassures prospects that you are a legitimate, trustworthy business.
Managing Local Services Ad Leads and Pricing
Do you need to take every job the ad brings your way? No.
If a customer contacts you with a job you’re not interested in, you can reject it without penalty. You’ll still pay for the lead, though.
You can pause your ad for a short period. Since no one’s contacting you through the ad, you won’t be charged anything during this time.
Simply put, you’re still free to choose the jobs you want, and you only pay for the ad when there’s a high chance of conversion, i.e., a prospect contacts you.
Steps to Create a Local Services Ad
Ready to create your own ad? Let’s work through the setup process together, starting with the basics.
1. Check Your Eligibility
Local Services Ads aren’t available for everyone just yet, so the first step is checking your eligibility. It’s really quick and easy to do.
Next, select your country, ZIP code, and job categories from the drop-down menus.
If Local Service Ads are available to you, move on to the next step.
2. Create a Local Services Ad Profile
Congratulations, you can set up a Local Services Ad! Now it’s time to write a great profile. Your profile determines, among other things:
Who finds your listing
Which jobs come your way
In other words, it’s important to get it right.
First, input basic details, including your business name and contact details. You need to provide your own name, too, but it won’t show up on the listing.
Once you’ve completed the first screen, it’s time to add specific details about what services you offer, how much you charge, and the ZIP codes you service.
For instance, if you’re a plumber, here are possible services you can offer:
So, if you can’t repair sewers or garbage disposals (or you don’t want to offer these services), you can remove these options.
This lets prospective customers know what to expect before they contact you, meaning there’s less chance of you sifting through jobs you don’t want.
You’ll also note the important caveat at the bottom of the screen: You shouldn’t offer services that you aren’t qualified to complete safely. It’s also your responsibility to ensure you have the right licenses to work legally.
One other thing: Even if you’re registered for other Google services, like Google My Business, you still need to create a separate profile for Local Services Ads.
3. Submit Relevant Paperwork
To improve service quality, Google needs you to upload various documents. You must prove you’re:
Qualified to work in your chosen industry
Licensed to work in the jurisdiction
Why must you upload these documents? Well, it’s all part of the Google Guarantee. Google won’t cover you unless you can prove you’re properly licensed.
Before you complete this section, verify your paperwork is accurate. I’d also suggest double-checking which licenses you need in your jurisdiction to make sure you upload the right documents.
How do you know which documents to provide? Google has a list. If we stick with our plumber example, here are which documents you need:
4. Complete the Background Check
If you’re based in the U.S. or Canada, you and all your employees must complete a background check before you can visit customers at their home address or workplace.
Again, it’s a fairly simple process. Google’s background check partner contacts you, and they’ll ask for relevant information. They’ll cross-check the info you and your team provide against national registries, and they’ll confirm your Social Security numbers are valid.
Do you pay for this background check? Thankfully, no.
5. Manage Your Budget
Once you complete your business profile and pass the background check, you’re ready to start advertising. There’s still one essential box to tick, and that’s setting your budget.
Here’s how it works.
You decide how many leads you want in a week or month. This determines how much you’re prepared to spend. For example, if you don’t want to pay for more than 20 leads per month, don’t set a budget for 30.
You’re only charged for each lead you generate through these ads, so if you only receive 10 leads, you won’t spend your whole budget that month.
It’s easy to tweak your budget if you want more or fewer leads at any time.
To start, it’s probably best to set a modest budget and lead target. You can test the waters this way and increase your budget over time if you feel it’s a good service for you.
6. Review Ad Leads
Just remember, “leads” aren’t customers until you book a job. That’s why it’s key to stay ahead of your leads and follow up on them.
You can review your leads on your desktop inbox or through the mobile app. You’ll always be notified of a new lead anyway, but viewing them this way may make it easier to take action on them.
Best Practices for Local Services Ads
Not sure what to include in your Local Services Ad? Don’t worry, I’ve got you covered. Here are my five top tips for writing an effective ad and generating the best possible leads for your business.
1. Personalize Local Services Ads
First, make sure your local listing showcases your company’s plus points. Here’s what I mean.
Highlight selling points. For example, if you offer emergency callouts or out-of-hours services, state this in your ad.
Use short sentences where possible. They’re easier to read.
The more information you provide, the more likely prospects are to contact you.
2. Include Relevant Details in Local Services Ads
Think about this from a customer’s perspective. What other details do they need to decide to use your business? Here are some examples.
Be really clear about which ZIP codes you serve and if your services vary between areas.
Set out working hours in a user-friendly format.
What’s relevant varies from business to business, so give it some thought before you complete your listing.
3. Respond to Leads Promptly
Remember, these leads are users actively looking for the services you provide, so don’t let them go cold. Here are some tips to manage your inbox.
If you miss a call, return it as soon as possible, even if you’re rejecting the job. Frequently missed or unreturned calls can lower your ad ranking.
Set aside blocks of time throughout the day to return messages and follow up on emails.
Most people don’t expect an instant reply, because good service providers are usually busy! However, if your goal is to book jobs and build your business through Local Services Ads, you need to keep a close eye on your dashboard.
4. Encourage Customer Reviews
According to Google, customer reviews directly influence your ad ranking. How do you get those all-important positive reviews? Well, great service is a must, but you also need to ask for them. Here’s how.
There’s an “ask for review” button next to each job. Click it to send a review link to the customer.
Or, once you book a lead and mark it as completed, ask the customer for a review.
Have you moved premises? Do you need to change your opening hours?
Make sure you update your Local Services Ad to reflect changes like these. Otherwise, you might deter potential customers from working with you.
Finally, keep details consistent across all your profiles, including, for example, Google My Business.
Why is consistency so important? Well, it helps potential customers find you more easily, and it might even build some trust in your brand.
Over 46 percent of Google searches are local, and Local Services Ads can really help you tap into this huge potential customer base. I highly recommend using these listings as part of a diverse, well-rounded digital marketing strategy.
Just remember to keep your information accurate and respond to leads promptly to make the most of your ads.
This post was 1st posted on this site: https://feedpress.me/link/9375/14225124/generate-qualified-b2b-sales-leads.
We know there are numerous ways to generate B2B sales leads, but let’s face it, the same old methods have been done to death.
It’s time to take an unconventional approach to lead generation, especially for B2B companies, because B2B is a different ballgame than B2C — and your strategies need to reflect your audience.
As a refresher, here’s how organization goals differ in the B2C versus the B2B sectors:
Before we begin detailing these B2B methods, it’s important to keep in mind that lead generation isn’t a one-and-done deal.
You have to be open to A/B testing your strategies and your content. Regularly track your content performance, metrics, conversions, and be ready to improve.
So, what are these unconventional methods to generate B2B sales leads? Read on to find out.
1. Tailor content for B2B sales leads
B2B content is brand and agency-focused, and you want to create materials that attract attention from that audience.
Getting eyeballs on your content won’t mean much if they aren’t converting into customers — those aren’t the right B2B sales leads for your company.
How can you tailor your content marketing to the right B2B audience?
Most businesses create audience personas to help them reach their target market. In the B2B arena, don’t aim for a company — look for the decision-makers within that company.
Every target company will have a few key people who decide which products and services benefit the business. These are the decision-makers your content needs to be tailored to, and for whom you can build buyer personas around, such as this example:
Determine who within a business will most need your product or service, and build your buyer personas based on the following:
AgeLocationJob titleLevel in companyPreferred content channelsDesired goalsPain points
Create a flow chart with these details to facilitate the content creation process. This also helps you decide which channels will get you the most traction.
Once you know your audience, your next step in tailoring content to earn B2B sales leads is to determine their search intent, which can take numerous forms:
Searching for informationSearching to buySearching to learn
As a largely B2B company, we do extensive research before creating a piece of content. We ascertain keywords related to our topic, but we also check Google, the “People Also Ask” section, AnswerThePublic, and conduct surveys among fellow marketers.
Choose keywords and terms that are relevant to your audience — not solely based on search volume. Popular searches in your industry will attract more B2C consumers, whereas focused keywords that have a higher value, but a lower search volume, usually fall in the B2B realm.
2. How to use B2B email marketing
B2B email marketing has a higher click-to-open ratio than B2C, and is a favored channel for 59% of B2B marketers.
This is a channel that can consistently bring in B2B sales leads — if done right. You have to keep a few things in mind to make email marketing a successful lead generation channel.
Automate email marketing
Marketing teams know the benefits of automating processes: smoother workflow, faster processing time, and time funneled into creativity instead of repetitive tasks.
But automating your email marketing also helps to generate B2B sales leads.
You can use marketing automation to segment email lists, send targeted campaigns, respond to abandoned carts, and convert customers, as this graphic explains:
Imagine this scenario: a customer gets to the final stage of purchasing, but leaves your site right before checkout. Whether that customer was distracted, lost connection, or changed their mind, it’s up to your company to encourage them to finish the process.
If cart abandonment is being handled manually, this customer could fall through the cracks, or get a response well after they’ve decided on another brand.
Email automation can be programmed to respond to them immediately upon cart abandonment — and you’ve earned a customer who would otherwise have been lost.
Automating emails is one thing, but are your customers receiving your emails? You can create the best content in your industry, but it will amount to little if your newsletters end up in the spam folder.
Brands can improve their email deliverability and draw more B2B leads by following these practices:
Emails sent with a company name instead of a person’s name are more likely to end up in the spam folder or not opened at all. Use an individual’s address to send emails, and include a reply-to option to that address.Don’t change the frequency of your email campaigns too often. There will be certain periods when you send more emails, but be as consistent as possible so your subscriber base knows when to expect your emails.Regularly check and clean your lists so you aren’t sending emails to addresses that no longer exist and increase your bounce rates.
Keep these things in mind when creating your email content as, at the end of the day, your email content is what will be most successful in earning you B2B sales leads:
Your content should be consistent with your brand. Send emails about products, services, events, industry news, and your latest blog posts.Create a consistent design for your marketing newsletters, including branding elements like your logo, brand colors, and fonts.Don’t go for the hard-sell approach! If every email is selling products to your list, people will unsubscribe. Make it worth their while to click on and open your emails by sharing news, updates, and stories that will enrich your customers’ lives.
3. Hybrid events
Conferences have always been a good place to make potential B2B sales, as they’re shared spaces for people with similar interests. But 2020 changed all that.
Though the COVID-19 vaccine is ready for distribution, it’s going to take a while to return to business as usual. We’ve seen an increase in virtual events in 2020, but the future of networking lies in hybrid events, like Apple’s annual announcements.
Combining physical and virtual elements and attendees, hybrid events allow access to a greater swathe of industry specialists and clients.
There are three ways to get B2B sales leads from hybrid events:
Attend the event: B2B marketers should look at attending more hybrid events in their industry to meet potential clients.Participating in events: search for speaking engagements at conferences to place your business as a thought leader in the field and generate more organic leads.Hold events: your business can hold hybrid events to connect with experts in your field and establish partnerships with prospective customers.
Events can be a lot of hard work, but the potential for earning leads, converting customers, and boosting ROI make the process worth it.
4. Personalize B2B sales lead content
Personalization is a huge part of content marketing — and it’s crucial for finding B2B sales leads. In the B2B arena, you need to build personal relationships, not just transactional ones.
Because every relationship isn’t just a customer earned, it’s also a customer retained, with the possibility for future referrals that will bring in more sales.
Here are the three areas you want to focus on for personalization:
PresentationsSocial mediaLanding pages
You can start building customer relationships early on in the lead generation process by designing a presentation that includes your branding and your customer’s.
In the pitch meeting, talk about subjects that matter to your customer — don’t focus too much on what your business can do, unless you’re talking about the solutions you can provide.
Don’t be afraid of getting granular in your pitch by mentioning buyer intent keywords related to your customer and their industry.
Do your research so you can show them how knowledgeable you are about their company, but also that you’re planning for a future with them.
Take it a step further by personalizing your social media outreach. Long believed to be the realm of B2C lead generation, social media has its advantages in the B2B field, too.
I’ve mentioned the importance of finding decision-makers within target companies. Most of these decision-makers will have a presence on social channels such as LinkedIn and Twitter. Choose personnel who can make personal connections with key decision-makers on these channels. But don’t treat every channel the same way.
Work with your team to craft LinkedIn summaries that showcase your brand’s ethos — and not just on your company page but also on staff profiles, where you can exhibit some personality.
Twitter is another place to generate B2B sales leads, and it’s a good one for understanding your customers, because Twitter is where people tend to share personal stories.
There are scheduling and analytics tools that you can use to research decision-makers and find out what their interests are — this will help create more meaningful relationships.
A great landing page grabs a customer’s attention within seconds. The best way to do that is to personalize your landing page to generate B2B sales leads.
What does a landing page need to include? It has to answer a specific question that your customers are asking.
What we’ve learned from making our landing pages is that you do not want to put too much information on there — that can be overwhelming for a visitor.
Keep it short and sweet — focus on one selling point, not all. That’s why we love the Moz landing page — it clearly states what the brand can do for any customer visiting it.
Can’t fit all your selling points onto one page? Create multiple landing pages, each one optimized to specific keywords and buyer intent.
It sounds like more work but designing more landing pages helps you retain B2B sales leads by creating cohesion between your advertising and landing pages.
5. B2B referral marketing works
Referral marketing doesn’t just exist within the B2C space — it’s an effective tool for drawing in B2B leads. People across the board trust referrals from fellow customers.
For B2B brands — where sales can sometimes involve millions of dollars — a referral from a friend, backed up by strong reviews, can lead to a purchase much more quickly than paid incentives and advertising.
Referrals lead to more loyal customers and better retention rates. They also act as a tool for boosting organic reach because established customers become your company’s ambassadors, like this PioneerSystems case study.
How do you get referrals? Here are a few steps:
Offer rewards such as discounts, free training sessions, and event invitationsSurvey multiple customersKeep your surveys short and precise so customers will be more likely to respondSend surveys regularly and keep the window between surveys shortInclude follow-up questions asking customers to explain their scoresUse the net promoter system to calculate how likely customers will be to recommend youAsk for a written review or testimonial, or to feature in a testimonial videoSuggest creating a case studyAsk for a quote for a press releaseOffer content that customers can share with their friends
Referral marketing is a great way to generate leads, but you do need to incentivize the process so customers participate.
6. Repurpose content
At Venngage, we are huge on repurposing content — we even created an infographic explaining how to do it:
We know how overwhelming it is for marketers to create fresh content to bring in more views and leads. This is why we’ve found ways to repurpose existing content.
Using old content in new ways takes a bit of practice, but once you get the hang of it, your marketing team can structure your strategy around it.
Here are a few ways we’ve stretched a single piece of content and generated more B2B sales leads:
Take quotes and stats from a blog post and create data visualizations for social mediaTurn a blog post into an infographic — look at these infographic examples for inspirationShare infographics on social channels and as a newsletterDivide an infographic into multiple smaller graphics to share on social mediaTurn listicles into social media carousel postsCreate email headers from social postsTurn a blog post into a podcast or webisodeCombine multiple blog posts on a similar subject into a white paper or eBookUse an eBook as the basis for a webinarDivide a longer e-seminar into short YouTube videosCreate GIFs out of videos to share on social media
These are the content repurposing methods we’ve used but the possibilities with this method are endless.
7. Varied content channels
Conventional wisdom has been to focus on the channels that you know best, instead of being a jack-of-all-trades and dabbling in multiple channels. But you also need to know what channels your potential B2B sales leads are favoring. If you’re not where your customers are, you are losing leads.
You may not have in-house writers, but with B2B blogs still being a huge source for leads, this is a channel that is worth investing in.
The content market is currently oversaturated — diversifying your content channels helps you reach leads who may not see your content on conventional platforms. Consider starting a podcast for your business. They take some time and investment, but podcasts are easier to run and maintain now. Focus your podcast on thought leadership, industry news, or on sharing behind the scenes tidbits about your business.
Video marketing is another tool to draw in B2B leads. It’s gone from strength to strength, especially in the last few years, with 87% of businesses using video as a marketing tool.
Creating a YouTube channel for testimonials, business insights, how-to guides, and troubleshooting videos will bring in leads who don’t have the time to read a blog post.
But videos do take time and effort to create — you need equipment and software to shoot and edit videos. Plus, you can’t create a video and leave it at that — a promotion plan will need to be executed.
Search for B2B leads on channels like Quora and Reddit. Customers use these platforms to ask questions and you can tailor content around these.
But don’t use these channels to pitch your company. Follow the same etiquette as responding to a blog post comment. Share your own experience and use these channels for research.
There are a variety of channels available to get qualified leads. Don’t stretch yourself too thin as that will impact the quality of your content but don’t restrict yourself either.
8. Create gated content
eBooks, white papers, and webinars make for great gated content. But why should customers sign up for them?
We’ve seen success with our gated B2B content by doing the following:
Address your customers’ pain points early onSolve their problems with your contentInclude calls-to-action for gated content in relevant blog postsUse more visuals than text in gated content — don’t make customers work hardRepurpose your content whenever you canProvide a preview of your content to whet their appetite Be informative, inspire action, educate, be personable, and then promote
Your gated content should add value to anyone who accesses it, so longer-form content is the best for this lead generation strategy.
Key takeaways: Focus on the people behind B2B sales leads, not the business
The process of generating leads and encouraging them through the buyer journey to become a loyal customer who advocates for your business is a challenging one. It’s important to remember that even in the B2B field, you are engaging with people at the end of the day.
To recap, here are eight unconventional ways to get B2B sales leads:
The article has been previously published on this site: https://feedpress.me/link/9375/14220562/investigating-traffic-upticks.
In this week’s episode of Whiteboard Friday, Jo Cameron — Moz’s Learning Team Manager — dives into the process of addressing and capitalizing on traffic spikes, including how to determine where traffic is coming from and what to do with the increased attention. Enjoy!
Click on the whiteboard image above to open a high resolution version in a new tab!
Hi. Welcome to Whiteboard Friday. I’m going to be talking through the journey that you embark upon when you notice a sudden change in traffic to a particular page on your site. In our case, this was a sudden and consistent increase, which may on the face of it look great.
You may perceive that this is exactly what you and your clients have been striving for. But as we know, traffic funneling into your site isn’t the end of the story. You’re also going to want that traffic to convert. But also, when something like this happens, there can be other lessons that you can learn and potentially apply to other pages and areas of your site.
I’m Jo. I’m the Learning Team Manager here at Moz. We create all the course material that you’ll see on the Moz Academy. This is where you can advance your SEO education and earn your SEO Essentials Certification. We also write the documentation for how to use the Moz tools, and this is where our story begins.
What’s driving the spike?
Over the summer, we noticed a fairly drastic increase in visitors to a particular MozBar help page. We wanted to go beyond trying to understand why we’re getting that traffic and turn this into an opportunity to support our company goals.
So when you see something like this happen, your first question might reasonably be: Why? Why are we getting this traffic? What has changed? What has caused this? And also, what do we already know from the metrics we’re collecting?
What do we know?
On the Moz Learning Team, we track top-level metrics monthly, including unique visitors. We also collect visitor sentiment through the “Feedback” button on the page. And we also collect reporting every month in our Moz Pro campaign, using Keyword Explorer and Link Explorer as handy research tools in our toolkit.
So first of all, we had a dig into the monthly metrics on a more granular level. We looked at the cadence of the traffic in Google Analytics to see if this was a sudden spike or a consistent trend over time.
Now before you can be totally confident in the quality of your Google Analytics data, you may want to clear up and filter that data. You can learn all about this in the SEO Essentials Certification. With this course, we take you through our SEO methodology, which helps you to approach SEO strategically. This is made up of five sections: research, audit, optimize, amplify, and iterate. Reporting sits in the fifth section of the methodology, which is iterate. Within that, we break it down into awareness metrics, on-site activity, and the all important conversions. The lessons in the SEO Essentials Certification take you through this in much more detail, and you can download the SEO report card when you purchase this course.
So back to what we saw in Google Analytics, we noticed an upward trend that also reflected the pattern followed by our previous traffic trends. We saw these scallop shapes, which nicely line up with the weekdays and the weekends. You may be used to seeing a different shape depending on your industry.
We also looked at referral data in Google Analytics and compared this to what we saw before the spike. We also looked at how traffic was entering and exiting that page through Google Analytics, and we had a dig around in Google Trends to see if we could identify any related topics taking off. I’m tracking the help section of the moz.com domain in my Moz Pro campaign, and I have this connected to Google Analytics. This pulls in the overall visits and landing pages. This is the data that you’ll see in the acquisition section of Google Analytics.
So while my team is focused primarily on one area of moz.com, this gives me an idea of where this page sits as a percentage of search traffic in relation to other landing pages.
Now this is where it all starts to come together. Under the rankings tab in my Moz Pro campaign, I can now see the landing page data cross-referenced with my tracked keywords and their rankings. So I can also see search volume and estimated visits for each tracked keyword. We also entered the MozBar URL into Keyword Explorer to review the ranking keywords for that URL, and then added these keywords to my existing campaign to track them over time.
We know that SEO and SEO reporting is iterative. So by building out your tracked keywords in this way, this will help you to fill in the blanks as to which keywords are sending traffic to your site.
We also saw some interesting data from the “Visitor Satisfaction” button. This is the thumbs up or thumbs down option that you can select on this page and generally indicates if the content was helpful or not.
We saw that there were a lot more people responding that this content was indeed helpful. So this is not only positive for my team and I, but it’s also informative. It gave us a really good idea that the content on this page was generally matching the intent of the visitors. So we looked at all of this together, and we drew some conclusions.
It didn’t seem like this visitor traffic was coming from one particular source or campaign that we could reasonably attribute this to. It looked like it was reflecting our previous traffic trends, just a lot more of it. So it’s probably quite important now to explain a bit more about the page that we are investigating.
The page is about MozBar. It’s an overview of how to use our free Chrome extension. Now it would also be remiss of me not to mention the fact that we have had a massive shift this year in terms of changes to our lives and businesses due to COVID-19, which has had a massive impact on how people spend their time, how businesses are run, and many, many other areas of our lives.
So after we looked at data for that page, in addition to all the other reporting metrics, we took a step back and we thought, “Well, what is this page about, and how has this shift impacted demand for these types of tools?” Because of these two things, nothing else really standing out as a flag to indicate a single event and this global change, we started to lean towards this being part of an increase in demand for free tools.
MozBar is a free extension that sits at the top of your Chrome browser, and it displays link metrics for your pages that you visit on the web. It’s also got some other handy features, like the ability to highlight different types of links, so it can show you internal or external links on a page, and to check your on-page elements, and so on. So with all of this information we collected, we’re now circling around understanding what caused this.
What do we do with the traffic?
The trick for us wasn’t just to figure out why this was happening or why it happened, but to turn this into some kind of positive action. So what we decided to do was to test driving traffic directly from these pages or this particular page to our key Moz initiatives. So this would be our personalized, one-to-one walkthroughs of the Moz Pro tool and the Moz Pro free trial.
This was a quick edit for my team. We could add those in there fairly quickly to test this out. We already know that this page is doing a standup job of helping people to understand how to use MozBar, so let’s see if they are interested in our other SEO tools. We added length to this page to help people identify what to do next once they’ve given MozBar a go.
And what we found out was that we are indeed seeing people taking us up on this offer, and they are clicking through to have a chat with our excellent Onboarding Team and also to check out the Moz Pro 30-day free trial. So with this relatively small amount of effort from my team we’ve now started to collect data on visitor behavior that can better inform future decisions and future projects.
Thank you so much for joining me today. I hope that this helps.
Staying on top of SEO takes a lot of research and experimentation. Google’s algorithms are constantly updated, so it’s important to stay tuned into the latest news. With a bit of practice, you can become your own SEO expert.
That’s what I did!
Every day, people use Google to conduct over 3.5 billion searches. In the U.S., 78% of people use the web to research products and services before buying.
Once your website begins to rank on the first pages of Google’s search results, you’ll get more visibility. This means more traffic, more conversions, and eventually, increased revenue.
Getting to page one of the search results is vital. 75% of users don’t even click past the first page!
The first three organic search results get 60% of all traffic from a web search. Leads coming from a search have a 14.6% close rate, compared to just 1.7% from channels like print or direct mail advertising.
See why SEO is so important to your success?
Here are 19 advanced SEO techniques that you can implement right away to increase your search traffic. Getting more visitors should help you convert more people into customers too.
There’s more that goes into conversion optimization than just getting traffic, like making sure you have a clear lead capture form, a sales page, and descriptive product pages.
But you can’t sell to people who aren’t there, right?
So let’s get started!
Advanced SEO Tip1. Complete An SEO Audit On Your Webiste
Auditing your website helps you figure out why you’re not getting enough search traffic and sales. Many SEO companies offer this service, but you can save a lot of money by doing it yourself.
In general terms, an audit is a systematic examination of an event, a concept, or financial books that is done in order to figure out where you stand and how to make smarter decisions in the future.
An SEO audit closely examines your overall site performance, creates goals based on what you find, and implements tactics to reach those goals. This process helps increase profits by making the best use of the content you already have and fixing any SEO issues.
This may not sound like an advanced SEO strategy, but you’d be surprised how many websites are missing basic on-page SEO like page titles or descriptions. It’s easy to overlook when creating your website, but easy to fix with an audit.
Here’s what you should be looking for during an audit:
Think about Kickstarter. Most campaigns languish unnoticed for days until a few people donate some money. Then, other people follow.
So, how do you get relevant data about your users’ interests?
And how do you get feedback from your ideal customer if you’re just starting out and don’t have any real customers to ask?
There are several ways to find out:
Use social media platforms like Quora
See your most popular pages in Google Analytics
See what posts get the most shares
Listen to visitor comments on your blog posts
Let’s cover the first one: social media platforms.
Ask yourself, “Where do the people I want to attract hang out online, and what topics do they talk about?”
I personally like to use Quora.
It gives me an idea of what my target audience is talking about and I can learn from experts in the process. If I wanted to write a book or course, the things people ask on Quora would be useful sources for content ideas.
Here’s how to find out what people want using Quora:
Step #1: Go To Quora
You’ll need to sign up for an account, or sign in with Google or Facebook to get in.
Once you’re logged in, type in your primary keyword (e.g. blog traffic) and hit enter.
Step #2: See What Questions People Ask
If you know how to answer one of these questions, write a blog post about it.
You already know that people want to learn about that subject. If one person asked it on Quora, chances are there are hundreds of other people wondering the exact same thing.
Step #3: Get Ideas From Experts
Quora is a great place to learn new things. When it comes to advanced SEO, you can never know everything so I visit it frequently to learn from others.
Use these answers to form the outline for your next blog post.
How to Use Google Analytics to Find Out What Readers Want
You can also use Google Analytics to find out what your readers want.
Step #1: Login to Google Analytics. On the left-side menu, click on Behavior -> Site Content -> All Pages.
Step #2: Look at what your most popular pages and posts are.
The total number of page views is important, but also take a look at the average time spent on the page (the higher the better!), the bounce rate, and the exit percentage.
Here are my top pages from May 14th to June 14th 2017:
The average time spent on the page tells you if people actually took the time to read your full post, or just skimmed it.
Anything under a minute should be a sign that people are quickly skimming and not reading your article?
So if I see an average time of thirty seconds, I’ll know that people didn’t find my post that interesting to stick around for long.
The bounce rate tells you the percentage of people who landed on this page, but then left without visiting any other pages. It’s not an indicator of success or failure by itself, but ideally you want people to stick around and check out at least 2-3 pages.
The exit percentage tells you that for this page specifically, x % of users left your site after visiting this page. Like the bounce rate, it’s not an indicator of a problem by itself, but if your exit rate is 99%, well, that probably means users aren’t finding what they want to know on that page and don’t want to explore any further.
Another great way to find out what people want is to see how many times your content gets shared on social media.
BuzzSumo is a great tool for this. Just enter your website URL and hit Go.
It will give you a list of your most popular content, sorted by the highest share counts.
With that being said, the total number of shares your post gets is a good way to tell if people find your content useful.
You want to know the easiest way to find out what your users think? Just read their comments on your posts.
When you answer real user questions with your content, your search traffic will improve dramatically.
Advanced SEO Tip 3. Create SEO Optimized Landing Pages
A well-designed landing page can improve your lead generation and sales.The more landing pages you create, the more gateways you open up for incoming search traffic.
Unfortunately, not many B2B companies fully grasp the importance of using specific landing pages to capture new users.
According to the SEO research firm, MarketingSherpa, 44% of clicks for B2B companies go to a homepage, not a landing page. Sure, the homepage is important, but a landing page is where you can initiate a strong relationship.
Here’s an example.
Copyblogger creates high-quality landing pages on popular topics. They go the extra mile with professional graphics and a clean, modern layout.
Then they drive traffic to the landing page through press releases, email marketing, and SEO optimization.
As you can see from the screenshot above, this landing page has 799 trusted inbound links, over 1,000 tweets and 446 Facebook likes. This landing page is clearly doing its job of converting visitors into leads.
Basecamp has a great landing page to sign up for a free trial of their product.
It draws you in with a big, bold headline. It highlights the key points in a list for easy skimming. It also features a noticeable sign up form.
But good landing pages don’t always need to be just one page. Check out this example from Bills.com:
It features an interactive way to draw visitors in. First, you select how much debt you have.
I’m going to pick $50,000.
The landing page then asks me a series of questions, which are the company’s pre-qualifying questions for new leads.
To see my results, I need to enter my contact information. Some visitors may not want to and abandon the landing page at this point, but those who really want to know if their debt relief program will help them will fill it out.
This is a very simple landing page that results in thousands of leads per month for Bills.com.
It’s a great example of how a simple design and interactive elements can easily come together to generate huge results.
Here’s how to make sure your landing page is SEO optimized.
Step 1: Use Long Tail Keywords
Find a long-tail keyword and use it throughout your landing page. For example, Copyblogger targets the keyword “SEO copywriting” on one of their landing pages.
If you use Optimizepress or another landing page creator for WordPress, make sure that you add title tags, a meta tag description, and keywords.
Use the keywords naturally throughout your content to avoid getting penalized for keyword stuffing. Include your long-tail keyword in the headline, at least one subheading on the page, and a few times in your body content.
Step 2: Use Compelling Copy to Share Useful Information
Remember that the anatomy of a successful landing page begins with the headline. Your body content is also important and should include a testimonial or review from a customer to add trust and credibility.
Step 3: Use a Professional Design
You also want to make sure your landing page looks modern with a professional design.
“Design is King,” says Derek Halpern. If your content is useful, but your design sucks, you’ll most likely fail.
Landing pages need strong copy, a persuasive video that’s emotionally appealing and testimonials from satisfied customers, which go a long way toward swaying new customers.
Step 4: Build Links
Finally, build links from your existing content to your new landing page.
Without quality links, your page will probably not rank very high in search, even if you have excellent copy or use every other SEO ranking factor out there. Since most users never look past the first page of search results, it’s important to rank as high as possible.
Advanced SEO Tip 4. Make Your Website is Mobile-Friendly
It’s more important than ever to make sure your website looks good and performs well on mobile devices. In fact, I’d say it needs to be more than mobile friendly — it needs to work really well on mobile.
When it comes to e-commerce, the numbers are even more surprising. Business Insider predicts that by 2020, 45% of all e-commerce (also called m-commerce) sales in the United States will be completed on a mobile device. That represents $284 billion in the US alone!
All these statistics are pointing to one thing: you simply cannot afford to not have a mobile-friendly website anymore.
Making your site look good on mobile is no longer a luxury, it’s a standard.
How can you tell if your website is mobile-friendly or not? Check out the example below from Google.
In the X example, the website looks just like it would on your desktop computer. The content doesn’t change size to fit a smaller screen better.
In the green checkmark example, see how the same content re-aligns itself to make better use of the small screen? It’s easier to read and scroll through. That’s what being mobile-friendly means.
If you use WordPress as a CMS for your website, you likely already have a mobile-friendly site. Pretty much all WordPress themes over the past few years are designed to be responsive, which is the design term for mobile-friendly.
Responsive web design (RWD) is an approach to web design aimed at allowing desktop webpages to be viewed in response to the size of the screen or web browser one is viewing with. In addition it’s important to understand that Responsive Web Design tasks include offering the same support to a variety of devices for a single website.
Still not sure if your website is mobile-friendly? Just check it out on your phone.
Here’s what my site looks like on desktop:
And what it looks like on mobile:
See the difference? The mobile site is optimized for my screen width and is easy to read.
If you want to be extra sure your website checks all the boxes for being mobile-friendly, use Google’s free Mobile Testing Tool.
Enter in your website URL and click Run Test.
You’ll get a results page that lets you know if your site is mobile-friendly or not.
If your site comes back being not mobile-friendly, it’s time to redesign!
You can likely make a few tweaks to your existing website design to improve its usability on mobile. But it may be faster and cheaper in the long run to get a totally new website. Think of it as a good opportunity to freshen up your brand at the same time.
Advanced SEO Tip 5. Grow Your Traffic With Infographics
Infographics are popular because they allow you to display complex information in an easy to understand way. Since 65% of people are visual learners, a graphic goes a lot further than just a text article.
Here’s a good infographic on infographics from NeoMam Studios:
If you don’t want to take the time to do it yourself, you could find someone on a site like Fiverr to do it for you. Just search for “submit infographics.”
Click on the submission services and study them carefully. You should ask providers to show you the sites they intend to submit to. If you’re not comfortable with the sites they name, let them know. You’re hiring them which means you’re in control!
RankBrain is an artificial intelligence system that helps analyze search results. It learns what a page of content is about and how that relates to keywords people are searching for. Essentially, it helps connect a search with relevant results.
Let’s say you search for “remote work”.
That could mean a few different things:
You’re searching for remote, or distance/telecommute, jobs
Your remote control for the TV is broken and you want to make it work again
How does Google know which one you want?
RankBrain goes to work and determines that you want the first option based on thousands of other web searches performed by people looking for the same term.
A more popular example would be the difference between searching for apple and Apple:
A large computer company founded by Steve Jobs
So, how do you tell Google the exact “apple” that you’re referring to? Is it the Apple Company or the apple fruit? Or, is it something different-but-related?
Since Google is a lot more sophisticated these days, we no longer need to stuff our content full of keywords to make it understand our intent.
Whatever you do, don’t stuff keywords into your content!
Keyword stuffing is when you overuse keywords and phrases that relate to the main keyword in attempts to rank higher in search. It’s a bad SEO practice that you should avoid it at all costs.
For example, consider these related keywords: iPhone reviews, best iPhone reviews, new iPhone reviews. When you use all of these keywords in your content, it’s likely that Google won’t rank that page well, especially if the content falls is only a few hundred words long.
Here’s an example of a keyword stuffed paragraph:
Do you want to learn java online? Most java tutorials are not created to help beginners learn java online, because the online java learning platforms are not user-friendly. But today, in the Los Angeles area, you can easily learn java online from the comfort of your home and become a java online expert.
Not great, right?
The main keyword “java online” was mentioned four times, which is too often for such a short paragraph.
There is a better way to change this paragraph and make it more user focused, without neglecting the main keyword – “java online.” All you have to do is find synonyms for the keyword. For example:
Are you ready to learn java online? It’s a good step towards upgrading your skills and giving you a better chance of getting that job. There are several places to learn java on the web, and within 2 – 3 months, you’ll be programming in java. Most people don’t like the idea of taking online java courses, but I believe it’s one of the most flexible ways to get access to a wealth of knowledge and become skilled in your life’s pursuit.
The difference is clear, right?
The second paragraph sounds better to users and still uses your keyword without overdoing it.
That’s the power behind RankBrain.
A few guidelines for finding synonyms for your main keyword:
Find keywords with the same meaning as the principle keyword, but with different spelling and structure. Example: image, picture, photo.
Don’t over-optimize for other keywords or you could get penalized. Only use them when necessary and make sure your copy flows naturally when a human reads it!
Write in a natural tone. Make sure that the new keywords don’t override the main keyword that you want to rank for. The new key phrases are only there to give additional meaning to your content and to help Google understand the context of what you’re talking about.
A good example of these practices is Marketing Land.
Marketing Land optimizes content for a main keyword and several synonyms. They know that once YouTube is mentioned, terms like videos, channels, and video source need to be mentioned, too.
Where Facebook is mentioned sharing, liking, and commenting are also included as they’re all common activities that take place on the platform.
Google looks out for these key terms in your content. As long as you’re including them in a natural-sounding way, your search rankings will continue to improve.
Advanced SEO Tip 7. Write at Least 1,447 Words
Backlinko analyzed 11.8 million searches and found the mean first-page search result had 1,447 words.
There have been numerous studies and experiments on the correlation between content length and search engine ranking.
This graph from Backlinko pages with a higher word count tend to help you crack the first page of Google. It won’t necessarily help you hit number one, but it can help you get close.
Content length isn’t everything. A shorter blog post that’s higher quality will still outperform a longer, low-quality post.
The trick is to cover one topic in so much detail that every part of the post is valuable to the reader. Making it more valuable to humans makes it more valuable to Google as a page to display in search results.
A key benefit of longer content is that it will naturally contain more relevant keywords and rank for them.
Consistently publishing informative content over 1,447 words will yield big returns in organic search traffic.
Advanced SEO Tip 8. Write a Roundup Post
A roundup post is when you interview a few people about the same topic or make a list of the “best” of something.
Not only is it a great way to get different viewpoints and learn new things, it also helps grow your SEO rankings and traffic.
The author of this post collected the names and profiles of experts in their field, including where they work, what type of information they share, and where to follow them.
It seems simple because it is, and it works!
The key benefit of these posts is that it allows you to get your website in front of lots of new audiences, thanks to the experts you’re interviewing.
If you were featured in a roundup, you’d share that with your audience, right?
Deirdre Breakenridge is one of the experts featured in the post above about PR. She has over 30,000 Twitter followers.
If she tweeted out your roundup post even once, there’s a good chance some of her audience would click to read it.
Those are people you wouldn’t have been able to reach otherwise.
Creating a roundup post that grows your traffic is easy:
Step #1: Pick a Topic and a Good Question
For example, if I wanted to write a post about tips to grow your traffic, I could ask, “What one strategy has grown your website traffic the most?”
Step #2: Make a List of Experts and Reach Out
Make a list of as many experts in the topic you want to write about as you can. If you want to feature 10 expert opinions, make a list of 20 experts at least.
It may not be easy to find their email addresses, so write down their social media profiles instead.
Then, reach out with a nice email/social media message and ask them for their opinion!
Remember to include that you’ll be linking back to their website as a thank you for contributing.
Step #3: Write and Publish the Post
Collect all the answers, then write and intro and conclusion. Make sure to link back to everyone featured.
After you’ve published it, be sure to send a follow up email, or social media message, to let them know the post went live.
Ask them to share it with their audience.
Even if only half of your 10 experts share it, that’s still five more audiences than you would have reached by yourself. And depending on the size of your expert’s audience, that could be thousands or tens of thousands of new people visiting your website.
He got over 40 experts to contribute to it, resulting in a comprehensive and informative piece that got over 5,000 shares on social media. It was also Buzzsumo’s most shared post of that week for the term “blog promotion.”
The biggest wow factor? His blog wasn’t even well-known at the time!
What would 5,000 shares do for your brand?
Advanced SEO Tip 9. Post Valuable Content on Social
If your blog is new, it can be difficult to rank well in Google search results for high volume keywords because your Domain Authority and Page Authority are still very low.
However, you can use social media platforms to gain credibility and traffic.
In the screenshot below, you can see the Page Authority (PA) and Domain Authority (DA) for each search result. I’m using the free MozBar to see this information.
Page Authority was developed by Moz, and it means the likelihood that your page will rank highly in search. A higher number means it’s more likely to rank well.
This is based on several factors: content length, links, keywords, readability and more.
Domain Authority is the overall likelihood that your whole website, or domain, will rank highly in search.
But not all social media platforms are created equal when it comes to building authority and traffic.
I’m not talking about Facebook, Twitter, or Pinterest where anyone can post whatever they want. I’m talking about authoritative platforms where quality content is expected.
A few examples are Slideshare, Blogger, and Quora. These sites give you the opportunity to improve your search rankings, as well as build a following, within a short period of time.
Does leveraging authority social platforms increase your search traffic and rankings?
If you’d like to leverage Slideshare as a search traffic booster, here are the basic steps that you should take:
Step #1: Find a Trending Topic
In my experience, simply selecting a keyword and creating a top-notch slideshow presentation doesn’t always generate buzz on social media.
Instead, look for topics that are already trending on blogs. Just as you do when looking for blog post ideas, you should identify what people are talking about right now.
Another great place is GrowthHackers, an online community of marketers. You’ll find lots of trending topics. Pick one that interests you and is related to your business or industry.
The article titled “10 Ways to Promote Content in Less Than 30 Minutes” would make a good Slideshare presentation.
Don’t feel pressured to crank out 50 or 100 slides.
Aim for about 35 slides. This gives a user a good amount of information without being too long to keep their attention.
Step #2: Make an Outline
Read the article you selected in step 1, pick out key points, and create an outline for your presentation. This will make it easier to put together the full presentation.
Your Slideshare presentation outline could be something as simple as:
Publish a press release
Update your email signature
Comment on other influential blogs
Mention your sources on Twitter
Post in LinkedIn Groups
Post to StumbleUpon
Each item in your outline represents a single slide.
If you want to make a presentation based solely on someone else’s post or article, make sure you get their consent first to avoid plagiarism. Do that before moving on to the next step and don’t forget to credit the author of the post that inspired you in your presentation.
Step #3:Find Supporting Images
Slideshare presentations are all about using images to captivate and hold the viewer’s attention. You can find free stock photos by searching Google for “free stock photos.”
Gratisography is another place where you can download free stock photos without copyright restrictions.
A few advanced SEO tips for images:
Pick photos that are relevant to your topic or point
Use high-resolution images/photos
Use free stock photos, with no copyright restrictions
Use images as accents — don’t let them overpower your text
Your anchor text is the actual part of your sentence that has the link in it, like this. Use something simple for your anchor text, like your website name (“Neil Patel”), or add a keyword (“Neil Patel’s content marketing”).
An easy way to link to internal pages is in your latest blog post, like I’m doing right now when I say things like you could double your traffic.
The words “double your traffic” are a good example of anchor text, and I linked over to an older post with more tips on growing your blog which is relevant to my current topic.
Advanced SEO Tip 11. Send Link Juice to Lower-Ranked Pages
If you have a page that’s currently on page two or three of Google search results, you can help move it up to page one by passing on quality link juice to those lower ranked pages.
Link juice (aka link equity) refers to outbound links from high authority sources to your content. Since those links are from high authority websites, that reputation rubs off on your site. Essentially, this gives Google an indication that your content is high quality, too.
Let’s look at it this way: you have two websites that are 100% identical – same design, same content. If every other factor were the same, the site with the most links would rank the highest in search results.
This article about indexing used to be on page two of Google’s results for the search term “index your site”.
Now, it’s the third organic search result on page 1!
Here’s how I did it.
Step #1: Updated the Post
I added new links, content and recent data to bring the post up to date.
I cover how to update your older content in detail in Section 18!
Step #2: Shared It Across Social Media Again
Since I updated the post, I shared it on all my social networks again. This brought in a lot of new traffic.
Step #3: Linked to It From Newer Posts
Every time it was relevant to a new post I was writing, I included a link to this post. This directed traffic to the older post and resulted in people sharing it and linking to it themselves.
It doesn’t happen overnight, but over the span of a few months, I went from page two to almost the top of page one.
Advanced SEO Tip 12. Link to External Sites with High Domain Authority
It helps pass link juice to your content when you get links from high authority domains. Likewise, it also helps your overall trustworthiness in Google’s eyes when you link to high authority sites.
A good place to look for sites to link to is Alltop.
You’ll see some featured sites on the homepage and recent content published by them.
All six of these options would be good to link to, and get links from.
To find something for your topic, just search for your keyword at the top of the page.
You’ll see related categories to what you typed in. I chose SEO here.
Alltop then shows me the top SEO related content from the following high authority websites:
I could link over to one of them as a data source in my content.
Like if I said that user experience was just as important as on-page SEO for ranking high in search.
Better yet, I could approach these websites and ask them to link back to my content.
They may not link back to you, but a simple email only takes a minute to write. That minute could result in huge traffic gains later on, so it’s worth the time.
Advanced SEO Tip 13. Snag Broken Link Opportunities on Wikipedia to Build Links
This is something a lot of marketers overlook, but it’s very powerful for generating high authority backlinks to your content.
Scan Wikipedia for dead links and claim them as your own!
Didn’t think of that, did you?
There are two types of links you can get from Wikipedia:
Citation needed: This means someone editing a Wikipedia article mentioned a statistic or fact without linking to a source.
Dead link: This is a source that was previously linked to but for whatever reason, the website or page does not exist anymore.
If you can write a post about the topic, and be a credible source of information, you can get these valuable links from Wikipedia.
I like to use a tool called WikiGrabber to find these link opportunities. Enter your keyword and click Search.
WikiGrabber then shows me this list of Wikipedia articles that need citations or that have dead links.
You can also use Google to find dead links on Wikipedia. Use the following search term:
site:wikipedia.org “Keyword phrase” “dead link”
For “content marketing”, you get the following results:
Scroll through the article until you see the text .
Read over the item that needs a source. If you have content that already backs up this statement, you can move ahead to submitting your link. If not, you will need to write a new post that thoroughly covers the topic and provides verifiable data.
To submit your link, click on the  text beside Digital content marketing.
You’ll get the Wikipedia editor screen. Find the sentence that needed a citation, click at the end of it and click on Cite on the top menu.
Paste your URL into the box above and click Generate.
You’ll see this screen confirming your citation and marking the date it was added.
To save your changes to the article, click on Save Changes at the top right of your screen.
Your edit will be submitted for moderation. If Wikipedia staff agrees it’s a valid source of data for that point, it will be added to the page and you’ll enjoy increased page authority and traffic from Wikipedia.
Wikipedia links are technically no-follow, which means that they do not pass link juice over to you. However, their domain authority ranking and trust level from Google are very high, so there are still SEO benefits to snagging them!
Advanced SEO Tip 14. Find and Use Competitors’ SEO Keywords
Competitor research is a smart move. Why reinvent the wheel, when all of the hard work of ranking in Google’s top pages has already been done by your competitors?
Something as simple as signing up for your competitor’s newsletter can reveal their whole email marketing strategy to you. A little research doesn’t cost anything but your time, and can produce some great new strategies for you to try.
Enter your competitor’s site URL into the search box and press Enter.
Step #2: Click Keyword Ideas in the Left Sidebar
This will give you a list of keywords related to your website.
Step #3: Look at SEO Keywords
Scroll down to the last section titled SEO Keywords.
The Position column tells you which Google search result position your site sits in for that keyword. For example, smartblogger.com is in the first organic spot for “how do blogs make money”.
In order to verify whether the keywords are truly ranking at the positions Ubersuggest says, let’s do a quick Google search for “how do blogs make money”.
Definitely the top spot!
Now your job is to create high quality content using those same keywords. Use all the other tools in this list to build trusted links and boost that page’s ranking power.
If you want to get even more ideas for long-tail keywords to rank highly for, head back to the Ubersuggest home page.
Step #1: Enter Your Head Keyword and Click Search
Step #2: Click Keyword Ideas in the Left Sidebar
Step #3: Review the Keyword Ideas
In this example, you’re provided 461 keywords related to “online marketing.” You can now use filters to find long-tail keywords with high volume and a low SEO Difficulty score.
For this search, I set the volume at 800 to 4,000 and the SD at 40 or below.
While these search parameters eliminated more than 350 keywords, it also left behind seven ideas to include in future content.
You know the monthly search volume is greater than 800 and the SD is lower than 40. With that, you can confidently optimize for the keyword, knowing that the first page of Google is within reach. When that happens, there’s traffic to be had.
After clicking on a keyword that piques your interest, you’ll see how your competition is doing:
You’re given the following:
URL for each page in the top 10 of the Google search results
Estimated number of visits
Number of backlinks
Number of social shares
For the keyword “online marketing strategies,” my website is currently in the third position of the Google search results. This is good for roughly 97 visitors per month. However, if I am able to reach the top spot, I’ll pick up another 200+ visitors per month.
The data shows my domain score is in line with the top two search results, but the page doesn’t have nearly as many links or social shares. So, focusing on those two metrics will help me reach the goal of claiming the top search result.
Advanced SEO Tip15. Use AdWords Copy in Your On-Page SEO
Another great way to steal the spotlight from your competition is to look for keyword ideas in their Google AdWords search ads.
Google AdWords ads are short and already optimized for your competition’s target keywords. If you can produce a quality article that ranks well organically for that same keyword, you can easily establish yourself among your target customers.
When you first sign in to Search Console, you’ll see your Dashboard page.
Under “Coverage,” you’ll see any URL erros.
As you can see, I have seven recent URL errors for my blog.
I had corrected a lot of 404 page errors in previous months that were caused by a switch to a new webhost, as you can tell by the red line. It’s important to keep monitoring these reports often as new errors can pop up anytime, like these seven have!
If you click on one of the URLs in the list, you’ll see this message.
404 errors don’t have a direct impact your search result rankings, but they don’t make for a great user experience which can impact SEO.
You don’t want to show up high in search, get someone excited to visit your site, then disappoint them with a 404 page when they get there, right?
Fortunately, they’re very easy to correct in Search Console. For each 404 error, click on Fetch as Google in the screenshot above.
Search Console will tell you the result of what Google’s indexing spider sees.
In this case, my 404 page was showing up that way because it’s being redirected to a new page. This can be easily solved by getting my site re-indexed. Click on Request Indexing button, and you’re done.
There’s also an easier way: you can submit a new sitemap for your full site.
Click on Sitemaps on the left-side menu.
Enter in the URL to your sitemap. For most people, this is just “sitemap.xml” after your domain name, like neilpatel.com/sitemap.xml.
Something like this: How I Make $10,000 a Month From My Blog While Traveling the World
That’s a bit more fun, huh?
You could even add a number to the headline, as people more frequently share headlines that contain a number. Headlines like, “7 Reasons Why Blogging Can Be a Career”, etc.
How I Make $10,000 Blogging Part Time (and 3-Step Plan You Can Follow)
How I Made My First $10,000 Blogging From Home in 30 Days
Take a look at this Copy Hackers headline. It’s thought-provoking, keyword-rich, clickable and clear:
Add Customer Testimonials or Notable Mentions
Now that you have some experience, let it show in your content.
Customer testimonials are huge for marketing. When it comes to including a testimonial within a piece of content, that content has an 89% success rate.
Your reader may not jump on board if you’re the only one saying how awesome you are. But if someone else backs it up, your authority and influence will increase.
When you get a testimonial, find a piece of content that fits it and include that testimonial.
Update Old Data and Images
If your post was originally from 2014, you clearly need to update your data sources.
If your website has gone through a redesign during that time, you’ll likely need to update images in the post to be in line with your current branding.
I do this regularly with my best performing content. For example, this guide on getting your website indexed is one of my most popular posts.
Whenever something changes with Google’s algorithm or indexing rules, I update that post so it’s always up to date. I don’t want new users coming to my site and finding outdated info, so it’s important that my top content is accurate.
You know it’s a good topic and that people want to know about it, otherwise you wouldn’t have written about it in the first place. Revamping an old underperforming article is a sure way to get more organic search traffic.
What’s the alternative? Writing a new post from scratch. It may do well, or it could flop too. It’s worth the effort to revamp an old post!
Here’s how to turn your previous content failures into organic search stars:
Make a List of Underperforming Content
Open up Google Analytics and click on Behavior > Site Content > All Pages.
Look at page views, average time on page, and bounce rate.
If you click on the arrow next to Pageviews, you can see the pages with the least amount of traffic. These are pages that need some thelp!
For each of your lowest performing posts that you want to update, run them through whatsmyserp.
Enter the keyword you want to check the ranking of and your post’s URL, and click Go.
You can enter in multiple searches one at a time and see all your results at the bottom of the page.
This post ranked 14 for sales funnel — which might isn’t even on the first page.
If my goal were to rank higher for ‘sales funnel’, I now have some data to start with. There are over 200 factors that go into search engine rankings, but updating this old post with better optimization for that keyword will help boost its position.
Before I updated it, it was ranking on page three. After expanding the post to over 3,000 words, updating all the images and screenshots, adding new information and resharing it to my network, the post is now on page one for “how to start a blog”.
The post has received a 167% jump in traffic since I revamped it and it’s now my second most shared post ever!
Relaunch the Post
You can’t just press update and expect the world to know you just added a ton more value to your old post. You need to tell people.
It’s important to edit the publish date of the post to today’s date. You don’t want it to get buried in your archives, or for Google to think it’s old news.
When you’re ready to relaunch the post, change the publish date. In WordPress, there’s an edit link next to the date you can click.
Just change that to the current date.
This makes your revamped post show at the top of your blog feed so it looks brand new and more people see it.
There are a few more things you’ll want to do right away:
Share it on social media
Contact anyone mentioned in the revamped content and ask them to share it out too (this is very effective!)
Send it out to your email list
Revamping old content has been really successful for me.
It would have taken me 10x as long to come up with all new post ideas and write them instead of editing the ones I already had. Making use of existing content is always more efficient than starting from scratch and the traffic results prove it.
Maybe that’s because, by their very nature, blogs provide a personal touch that’s not found elsewhere.
In order to maximize your blog’s potential, you have to make sure it gets found in search results.
These advanced SEO techniques may not be the easiest to implement – they certainly require more effort than basic keyword research and link building – but they are incredibly effective. Using these strategies can double your search traffic.
Remember the human beings on the other side of the screen and write for what they want to read. Focusing on user intent and trying out these 19 advanced SEO tips is a recipe for traffic success.
Have you tried any of these advanced SEO techniques before? What results did you get and how long did it take to see them?
When you hear the phrase corporate branding, you might think of industry titans—car companies, ubiquitous hotel chains, and fast food arches.
Despite this association, corporate branding applies to businesses of all sizes, not just the giants with unlimited marketing budgets.
To better understand the role corporate branding plays, I’ve broken down the impact of corporate branding to help you know how it can drive your business forward, no matter how big or small your business is.
What Is Corporate Branding and Why Is It Important?
Think of your favorite brand (or one you interact with regularly.) What comes to mind? Do you think of their tagline? The logo? The color palette? The chosen ambassador?
These assets, among many others, are what make up corporate branding. Corporate branding is the outward projection of a brand’s mission and culture in colors, logo, tone, and design.
A successful corporate brand encompasses an organization’s goals, mission, and ideology and appears across all mediums (website, packaging, copy, ads, etc.) to ensure visual consistency.
A strong corporate branding strategy focuses on a wide range of assets, from details as small font and color options and as large as building structure and slogan.
This element might seem too complicated to enact at your organization, but corporate branding is vital to all businesses, from small local businesses to massive ecommerce brands.
Emotions play a large role in marketing, and when a consumer relates to your brand’s values, they build an emotional connection with your brand. These emotional connections increase customer loyalty, not to mention profits and word-of-mouth advertising.
How Corporate Branding Increases Sales
Companies with robust corporate branding strategies attract and maintain new customers, increase community interest, and improve overall marketing strategy.
Building a strong customer relationship isn’t just good business; it costs less, too. The average company spends five times more to attract new customers rather than focusing on keeping more of the customers they already have.
Like any relationship, the bond between you and your customer needs to be nurtured to grow.
With a corporate branding strategy, interactions with prospective consumers become a comfortable exchange. By including your organization’s voice and mission in all of your content and customer experience, you establish a shared relationship with your customer.
These two strategies can help your further nurture that connection:
Share success stories: Everyone likes to feel like they belong, so sharing user-generated success stories is an excellent way to encourage consumers to engage with your brand. The beauty of user-generated content is in its creation. Since it’s not coming directly from your business, it feels more trustworthy and intimate, helping to foster a sense of community.
Personalize communication: Personalized marketing can increase customer engagement. Using first names and other pertinent information can further the bond between buyer and seller, making the relationship feel more organic rather than sales-based.
Corporate Branding Sets Your Brand Apart
The internet is home to roughly 3.17 billion active social media users. The majority of companies are well aware of this statistic and harness an average of five social mediums to connect with those users.
This fact means the average consumer sees hundreds of advertisements daily.
To help your business be heard and seen online, you need to be one of many scrolled-past advertisements—you need to stand out.
Corporate branding can help you share your brand’s story. That story serves as a hook to draw your audience in and make you more than a company, but a community they can relate to.
Corporate Branding Boosts Customer Loyalty
The Pareto Principle says 80% of revenue originates from 20% of your existing consumer base. That percentage quantifies just how important it is to ensure customers are loyal and return to your business again and again.
After you’ve worked to foster strong customer relationships, you want to ensure those relationships last.
By growing your corporate branding strategy and incorporating it into new mediums and platforms, you ensure your message is reaching and resonating with your current base.
Consider offering a loyalty deal to your most valuable consumers to further build loyalty.
When people feel valued, they are much more likely to purchase from the company providing value. Nearly 60% of loyal customers make more purchases with their preferred companies, so building and establishing trust and loyalty can impact your bottom line.
Building a Corporate Brand
Building a brand is a long, ongoing process, but there are seven simple steps you can enact today to begin your journey to a memorable brand.
Get to Know Your Intended Audience and Your Competitors
Before wedding yourself to any decisions about your brand, get to know both your ideal customers and direct competitors. You can learn more about the shape of the market by:
Conducting a web search of your product
Exploring social media accounts followed by your target audience
Speaking with individuals in your target audience to learn what products they are purchasing
Use a tool like Ubersuggest to explore what your competitors are doing. Look at the colors, phrasing, and images they use to connect with their audience and consider if similar branding aligns with your mission. (Just make sure your branding is original!)
Create a Mission Statement
A mission statement is a summary of your company’s goals and values. Your mission is the driving force behind your brand and is vital to align your audience with your business.
When creating your mission statement, ask these questions:
What’s the purpose of providing our services and products?
What do we aim to change in our consumers’ lives?
Why is this change significant?
What drives us?
Use the answers to craft a statement that outlines who your audience is, what your brand contributes, and what makes your product or service different.
Identify Your Brand Personality
Brand personality helps customers connect with your brand and build customer confidence. When choosing what you want to embody, use these questions to get started:
Who would be the spokesperson for the brand?
Which adjectives are connected to the brand?
What is your brand’s value proposition?
After you’ve established a value proposition, use it to create a positioning statement that clearly outlines your target market and how you want your brand to be perceived.
Write a Slogan (or Write a Bunch of Slogans!)
A slogan is a short, catchy phrase associated with your organization that shares your product or service’s driving benefit. Ideally, your slogan should become completely synonymous with your brand, like McDonald’s “I’m lovin it!” jingle.
However, creating a catchy slogan can be challenging—you have a lot to say in very few words. Here are six tips to help you create a catchy slogan that encapsulates your brand’s essence.
Short and to the point: Most slogans are curt (think: ‘Just Do It’ or ‘America runs on Dunkin’’). You know what the essence of your organization is, so make sure you convey it to your consumer concisely.
Remember your target consumers: Whether you’re a local brand shipping nationally or a company going global, be sure to keep your consumer in mind. A slogan that may delight New Jersey residents may have the opposite effect on those on the West Coast.
Draw on what differentiates you: Build on what makes your business stand out from your competitors by highlighting your value proposition.
Consistency is key: Corporate branding is all about consistency. This tenet applies to your slogan, as well. Ensure your slogan represents your brand’s personality and serves as a verbal and visual manifestation of your ideals.
Ensure a long shelf life: You don’t want to come to the unfortunate realization your slogan has lost its relevance after just a year or two. Consider the longevity of your slogan and how it can persist even in a fast-changing industry.
Be sure your slogan can stand alone: If a new customer encounters your logo, they should know what your organization offers and what your brand does. By ensuring your slogan can stand alone, you eliminate confusion about your brand’s identity.
Select the Visual Manifestation of Your Brand
Colors and typography guide how your audience views your brand, so you want to make sure you choose the right one. Here are a few factors to consider when choosing your brand’s colors:
Not sure what a 302 redirect is or when to use them? Are you curious about the impact on your SEO efforts?
I’ve got good news: 302 redirects are actually pretty simple. At its core, a 302 redirect is a way to tell search engines and users that a page has moved temporarily and to direct them to a new page for a short period.
Simple enough, right?
The problem is using the wrong redirect can significantly impact SEO and user experience. This is why getting the redirect right is crucial to your overall digital marketing strategy.
So what’s the difference between the types of redirects, and when should you use a 302? Here’s what you need to know.
What’s the Difference Between a 302 Redirect and 301 Redirect?
A 302 redirect is an HTTP response status code that tells search engines a page has moved, but only temporarily. It then directs users (and search engines) to the new, temporary page.
A 301 redirect is a server-side HTTP response status code that tells users and search engines a page has permanently moved, and it won’t be coming back.
For users, there’s little difference between the two types of redirects. They get sent to a new (hopefully more useful) page regardless of the redirect type.
The core difference between a 302 redirect and a 301 redirect is the amount of time the redirect is in place, but a 302 also leaves something important behind: link equity and page rank.
When you use a 302 redirect, the original page usually maintains its Google ranking, so it shouldn’t impact your SEO efforts. However, a 301 redirect causes the original page to lose ranking and can cause it to be deindexed by search engines.
You might also use a 301 redirect when switching from HTTP to HTTPS or when you merge two related pages. Any time you move a page and have no intentions of bringing it back, use a 301.
When you use a 301 redirect, the original page is no longer considered by Google, which is the main reason you want to ensure you use the correct type of redirect.
Say you’ve spent years establishing a pillar content page to rank for a key term in your industry. You decide to take the page down for a few days to redesign and update the page. If you use a 301 redirect, Google thinks the page is gone forever and removes the page from indexing.
Use a 302 and Google knows the page is coming back.
The type of redirect you use severely impacts your SEO, so make sure you always use the correct type for the situation.
Four Reasons to Use a 302 Redirect
So, what are the exact benefits of using a 302 redirect? Not all redirects are created equal, and using the wrong redirect can have a severe impact on your site’s SEO, as we’ve already covered.
Remember, a 301 redirect is permanent. You are telling Google and users that the page is gone and will never return. If the change is not permanent, you’ll want to use a 302 redirect.
Here are a few benefits of using a 302 over a 301 redirect.
302 Redirects Improve UX
Few things are more frustrating than clicking on a link and not finding the content you expect. It’s enough to send most users back to the search results (and to a competitor).
A 302 redirect makes sure users and search engines always find the content they are looking for. For example, if a product is temporarily out of stock, you might use a 302 redirect to send customers to a related product page or a page letting them know when the product is likely to be back in stock. You might also use a 302 to send users to related content while you redesign a pillar content page.
302 Redirects Are Temporary
Unlike 301 pages, 302 redirects are temporary, which means you can switch back at any time. This provides a lot of flexibility for site owners. For example, you could temporarily send site users to a related page while you redesign a landing page.
Because the switch is temporary, Google won’t remove the page from search results or otherwise devalue the page in its ranking.
302 Redirects Shouldn’t Hurt Your SEO
A 302 redirect tells Google (and all other search engines) that the move is temporary and preserves the page’s ranking and link equity. As a result, implementing the redirect shouldn’t impact your SEO. That means all your hard work won’t be in vain!
When the page no longer needs to be redirected, simply remove the redirect, and your SEO shouldn’t be affected.
302 Redirects Are Easier to Implement
Creating a 301 redirect requires access to your server, which means most digital marketers and site owners have to enlist the help of a developer to implement a 301 redirect. 302 redirects, however, can be created relatively easily using meta tags or a WordPress plugin. That means you can quickly implement them and easily take them down.
Note: Do not use 302 redirects when permanently moving a page just because they are easier. If a page move is permanent, always use a 301 redirect. Depending on your site, 301 redirects might be easy enough to create. If you aren’t sure where to start, head to your host’s knowledge base or look for a WordPress plugin.
When Should You Use a 302 Redirect?
Remember, the core difference between 301 and 302 redirects is the permanency of the move. If you are moving a page for a short time, you’ll want to use a 302 redirect to preserve the original page’s integrity (and ranking).
Let’s look at a few examples of when you’d want to use a 302.
When a Page Is Moved Temporarily
A 302 redirect makes no practical difference for users. They still get sent to the new page regardless. For search engines, however, the temporary nature of the switch is crucial.
Essentially, you are telling search engines, “Hey, don’t worry about this page right now; the other page will be back soon.”
If you are confident the move is temporary, 302 is the way to go. For example, you might move a page temporarily because:
You are updating the page, but the new page isn’t live yet
You’re looking to get feedback about a new page before moving permanently
You’re running a time-sensitive promotion and want to redirect visitors to the page for a short time
When a Page Is Under Development
Another reason to use a temporary redirect is when a page (or website) is under development. Extensive redesigns might require taking your site offline, which can be frustrating for users and confusing for search engines.
Rather than leaving users hanging, a temporary redirect lets them know the page or site will be back very soon.
You might also use a 302 redirect when a page is broken or inactive. You don’t want users to land on a blank page (or get a 404 error), so a temporary redirect may be the way to go. Remember, only use a 302 if you plan to bring the page back.
For example, the content might be inactive because you run a semi-annual sign-up period for a membership site or you have a landing page for a recurring webinar that’s currently unavailable. A 302 should ensure the site maintains its SEO ranking and is ready to go when you want to reactivate the page.
When a Product Is Unavailable
Think about the last time you tried to order an item online, only to find out the product was no longer in stock. You were so close to having that item in your hands, only to find out it’s gone, and you have no idea when it might be available again.
It’s frustrating, and you’re likely to head to a competitor to complete your purchase. This is why stockouts (when a product is out of stock or unavailable) can hurt overall revenue and impact brand trust.
The reality is, items will sometimes go out of stock. It’s just part of doing business. A manufacturer might run out, or the supply chain might otherwise be impacted by something out of your control.
While you might not always be able to control stockouts, you can use redirects to preserve user experience. For example, you might use a 302 redirect to send users to a waitlist page, like this one:
You could also send users to a related product (just be sure to let them know!). When the product is back in stock, you can reactivate the original page and preserve all that SEO you worked so hard for.
When A/B Testing Content or Design
Whether you are in e-commerce, the service industry, or run a local business, A/B testing is crucial to your bottom line. A/B testing allows you to test two different versions of the same page to see which version drives conversions, sales, or any other behavior you want users to take.
For example, I used A/B testing to figure out which CTAs to use in the sidebar of my website.
It turns out, the orange button converted much better than other colors.
Here’s another example of the power of A/B testing: WallMonkeys, a company offering wall decals and murals, increased conversions by 550% by using A/B testing to figure out what site users were more likely to respond to.
So where do 302 redirects come into play?
Well, you don’t want to permanently redirect your page because you might find out the original page was the best! Instead, use a 302 redirect to temporarily send a portion of your users to the adjusted page without losing your ranking. When the test is over, you can remove the redirect and go right back to normal.
Your site should already work well on both mobile and desktop, but there are some reasons why you might still have a mobile version of a website.
For example, a banking app might offer a streamlined version of their website for mobile users, or they might find most mobile users are looking for a branch location. A 302 can send those users to the most useful page. You might also use a streamlined navigation bar for mobile and allow desktop users to access the complete version.
In both cases, a 302 redirect ensures every user lands on the site most useful to them.
Redirects can get confusing: 301s, 302s, plus 404 errors for when pages are broken.
Navigating these can be a pain if you are not a developer or a technical SEO expert. Hopefully, I’ve helped you better understand when and why you’d want to use 302 redirects on your site.
Here’s the TL;DR version: 302 redirects are temporary and generally preserve the SEO of the original page. 301 pages are permanent and tell search engines to disregard the old page in favor of the new page.
Now that you understand the difference, make sure to implement the right one on your site.
Have you used a temporary redirect before? What challenges did you face?