The Weekly Marketing Roundup: 28/08/19

This Weekly Marketing Roundup: 28/08/19 we discuss 10 Proven Ways to Drive Traffic, how to use the best WordPress Plugins and some inspiring content marketing.marketingnews sydneydigitalmarketing digitalmarketing weeklymarketingroundup Thank you for tuning into this Weekly Marketing Roundup: 23/08/19. Here we talk about the latest news, challenges, and opportunities affecting the digital marketing landscape today, curated by Sydney Digital Marketing. Join the conversation in the comments below.

10 Proven Ways to Drive Traffic to Your Website

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1. Target topics with search traffic potential

You need to write about topics people are searching for. In other words: topics with search traffic potential.

A. Find high-volume, low-competition keywords

Filter this list by two metrics:

  • Search volume—the overall search demand for this keyword, or how many times this keyword is searched for in Google each month, in a specific country;
  • Keyword Difficulty—the ranking difficulty of a keyword, represented as a numerical value between zero and a hundred.

B. Use the Content Explorer ‘hack’

To find low-hanging content ideas that are easy to rank for, search for a broad topic.

This will give you a list of relevant pages that get lots of organic traffic while having few or no backlinks.

2. Write guest posts

Guest blogging is a tactic where you write for other blogs. In return, the editor/site owner will usually allow you to link back to your site.

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The benefits include:

  • More referral traffic;
  • More backlinks (which correlate with rankings);
  • Increased brand awareness

3. Promote content in relevant online communities

Relevant online communities are places where your target audience hangs out on the Web.

You can find these communities everywhere:

  • Facebook groups;
  • Reddit;
  • Slack;
  • Forums.

4. Answer questions on Quora

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Quora is a Q&A site where anyone can ask questions or answer them.

That means you can respond to existing questions in your niche, establish your authority, and generate some traffic for your website along the way.

But, Quora views are a vanity metric. The real question is: does it send traffic and sales to your website?

Short answer: yes.

So, how do you market on Quora?

There are two parts to this equation:

A. Finding the right questions

Searching for good questions is essential. That’s because Quora is a user-generated site, which means that thousands (if not millions) of people ask questions each day.

Pareto’s Principle suggests that only ~20% of these questions will actually send you traffic.

B. Answering questions well

There is no secret to writing good answers on Quora.

Good answers = good copywriting.

If you want somebody to read your answer, be glued to its story and then click upvote or share, you have to craft compelling copy.

Fortunately, there are copywriting formulas that make this easier, one of which is the AIDA formula.

Attention: Capture their attention with something catchy or relevant. Interest: Tell them interesting facts, uses, examples, or stories. Desire: Make them desire the product/service/etc. Action: Get them to take action.

Some other tips for a good Quora answer:

  • Provide value. Quora moderators will not hesitate to remove your response (or ban you) if they think you’re only there to siphon traffic to your site. They’re happy for you to link elsewhere, as long as you genuinely provide value.
  • Include images. Images help capture attention as a user is scrolling through their Quora feed.
  • Tell a story. Most Quora answers are dull and very matter-of-fact. Telling stories helps to engage the reader.

5. Appear on podcasts

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44% of the US population have listened to a podcast.

Because of that, podcasts have become one of the hottest marketing channels. Brands like Drift are flocking to the podcast game and creating versions of their own.

But creating a podcast is tedious work. You’ll need equipment, editing skills, guests, etc. And if you have limited resources, it doesn’t seem like a good idea to dive right into setting one up.

Think about it another way.

Plenty of podcasts means they need guests. Pitch to be that guest!

How can you find podcast opportunities?

Of course, the easiest way is to use Google. Search for “top [your niche] podcasts”, and you’ll get tons of curated lists:

6. Collaborate with other brands to tap into their audiences

For most businesses, there are plenty of non-competing brands with the same or similar target audience.

So why not work together to cross-promote to each others audiences?

Takeaway: look for opportunities to partner with brands that solve different problems for a similar audience.

That way, you can each gain access to an entirely new user base (without stealing each other’s customers!)

7. Rank videos on YouTube

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Google search can be quite competitive when it comes to specific key phrases. But in YouTube SEO, everyone has an equal opportunity to entertain, engage, and rank.

How?

While keywords and search intent are important, the key component to YouTube SEO is high engagement.

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I’m talking about metrics such as likes/dislikes, clickthrough-rate (CTR), average watch time, etc.

YouTube wants viewers to stay on its platform for as long as possible. That helps them make more ad dollars.

And to reward you, they’ll give you visibility.

Here’s a simplified process for making videos that rank:

  1. Do keyword research.
  2. Identify search intent. (Search intent is the reason why someone searches for a query. To figure out search intent, enter your target keyword into YouTube, and see what the top 3–5 results are talking about.)
  3. Create a high-engagement video that satisfies search intent.
  4. On-page video optimization. (YouTube on-page SEO = title, description, tags and thumbnail. To get this down, include your target keyword and make the thumbnail eye-catching.)
  5. Publish & promote. (The first 24–48 hours from publishing is the critical period. Ideally, you should publish at the “best time”, respond to all comments and promote it heavily).

8. Update “outdated” content

As you can see, SEO is not a set-it-and-forget-it task. Even if you’re already ranking well for your target keyword, competitors may try to “steal” the top spot. Google may also “demote” your rankings if your content becomes outdated.

So you need to keep your content fresh and up-to-date to maintain your rankings.

To find out why your rankings have dropped, look at the search results to see what the top-ranking posts have that you don’t. Often, ranking drops occur because certain parts of your content are outdated. For example:

  • Screenshots;
  • Process;
  • Stats;
  • Links (broken, etc.)
  • Year in title.

Depending on the target keyword, sometimes refreshing the outdated sections will suffice. In other cases, you might find that you’ll have to do a full rewrite of the article.

9. Merge similar posts

By merging and consolidating both posts into one delicious cocktail of a page, it is likely to perform way better in the SERPs.

Why does this work?

Two reasons:

  • Consolidation of “authority.” 301 redirects no longer “leak” PageRank. By redirecting one article to the other, we were able to merge the “authority” of both pages into one.
  • Better content. The merged articles were decent (not great). And they were getting outdated. By combining the content into one post, we created a substantially better piece of content that deserves more traffic.

10. Repurpose content on other channels

Think about it: if you’ve spent lots of time and effort creating a piece of content, don’t neglect it right after you hit “publish.”

Extend its shelf life. Turn it into different formats. After all, people consume content differently: some prefer video, some prefer audio, and some, like me, prefer to read.

A good mental model for this is the content pyramid used by Gary Vaynerchuk.

 

4 Inspiring Content Marketing Examples 

Content marketing is not about expensive and elaborate campaigns. It’s about creating content that appeals to and attracts your target customers, then promoting it—nothing more, nothing less.

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1. Superdrug’s “Perceptions of Perfection Across Borders”

Key stats

Backlinks1,730 backlinks from 816 referring domains. Social shares34K to the page itself. Hundreds of thousands across the board. Estimated monthly organic traffic: <100

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Launched in June 2015, Superdrug’s “Perceptions of Perfection Across Borders” campaign is a masterclass in content marketing. What did they do? They asked female graphic designers from 18 different countries to retouch a photo of a woman to “make her more attractive.”

Here are just a few of the results:

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Each of the resulting images and body types is vastly different—which was the entire point.

Why did it work?

Body image is a controversial and emotionally appealing topic. That’s probably why the post was shared over 33,000 times on Facebook alone.

The most interesting part about this campaign is that it wasn’t a totally original idea.

In June 2014, roughly one year before the launch of Superdrug’s campaign, an artist did much the same thing with a photo of her face. She asked Photoshop users from 40 countries to make her beautiful.

The project—titled Before & After—was a huge success. It got featured on BuzzfeedCosmopolitanThe AtlanticQuartzBustle, and many others, which led to a massive influx of high-quality backlinks.

So, the trick here is to take inspiration from and build upon already-successful ideas.

2. Buffer’s Marketing Library

Key stats

Backlinks203,000 backlinks from 13,000 referring domains. Shares: 193,000+ social shares across the board. Estimated monthly organic traffic: 580,000+

Buffer’s Marketing Library is a hub of resources to help people level up their marketing skills. Basically, it’s a non-chronological blog.

Still, the 229 pages under their /library/ subfolder get an estimated 580,000 monthly organic visits. That accounts for 52% of all traffic to Buffer.com!

Why did it work?

Buffer created their Marketing Library in December 2018, but most of the content in the library isn’t new. They got rid of blog.buffer.com and redirected all its content to buffer.com/library/*. Then they created the Library homepage.

The moving of content is more a technicality than anything else. It wasn’t this reorganization that contributed to the success of Buffer’s content marketing endeavors, but rather that they worked hard to build up a bank of content around topics that their audience are searching for.

They get an estimated 84,400 monthly organic visits to this page, mainly because it ranks for “free images”—which has a monthly search volume of 144,000 in the US—plus thousands of other keywords.

The lesson here is simple: learn what your customers are searching for in the search engines, then create industry-leading content around those topics.

3. Tasty’s YouTube channel

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Key stats

Backlinks: 29,124 from 1,527 referring domains Views: Millions per day Subscribers: Tens of thousands per day Estimated monthly organic traffic: 94,600 (to their YouTube channel) YouTube views: 2.8 billion+

Tasty is a YouTube channel with recipes and other food-related content.

Their videos have racked up a staggering 2.8 billion views since launch, which was just over three years ago. You may also have seen some of their videos on Facebook, which is actually where I first came across them.

Why did it work?

Tasty’s success on YouTube seems to come down to three things:

  • They published great content, consistently.
  • They used eye-catching thumbnails.
  • They began with a unique video format that nobody else was doing.

These videos are short, easily digestible, and explain the cooking process as simply as possible. Compared to most other recipe videos on YouTube—which usually showcases a pretentious chef in an overpriced kitchen—these are much more down to earth.

How? Simple. Find the topics that people are searching for on YouTube in your niche, then create unique and engaging content around those topics.

4. Cars.com’s Auto Loan Calculator

Backlinks: 18,700 from 470 referring domains

Shares: 26 social shares.

Estimated monthly organic traffic: 206,000

Ever wondered how much your car payments might cost per month over the life of your car loan? This is precisely what Car.com’s Auto Loan Calculator does.

Enter your vehicle price, down payment, the length of the loan term plus a few other data points, and it’ll spit out a number.

But here’s the genius part:

Once it calculates the monthly payment amount, there’s an auto-generated search box underneath that lets you “search for cars by price up to $XXX.” Of course, the $XXX matches the price that you entered.

The phrase “car loan calculator” gets an estimated 656,000 monthly searches in the US.

Car.com’s auto loan calculator ranks in the top spot in Google for that query and ranks in the top 100 for 7,944 other keywords, which also send traffic to the page.

That traffic then converts into leads when people search for cars on the website within that price range.

Find one very specific topic that your target audience is searching for, which is also super relevant to your business. Create something useful around that topic—it could be a tool, calculator, or even just a blog post or guide.

12 Best SEO Plugins for WordPress

1. Yoast SEO

Yoast SEO is one of the most popular WordPress SEO plugins, with more than five million active installations to date.

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What can you do with it? Lots of things.

  • Create an XML sitemap
  • Verify your site in Webmaster Tools (Google, Bing, Baidu, Yandex, etc.)
  • Exclude (“noindex”) certain types of content from being indexed in search engine results (e.g., categories, tags, media pages)
  • Create title and meta description templates
  • Optimize your AMP pages. (You’ll need Glue for Yoast and AMP for that.)

2. All in One SEO Pack

The All in One SEO Pack has a lot of the same functionalities as Yoast SEO. It’s just a little more customizable and has a few extra features.

For example, you can use it to:

  • Edit your robots.txt file via a user-friendly interface*
  • Edit your .htaccess file without FTP*
  • Block “bad bots,” including referral spam*
  • Add sitelinks search box markup
  • Autogenerate meta descriptions

It also has support for AMP, meaning that it integrates with the official AMPWordPress plugin out of the box.

3. Rank Math

Rank Math is perhaps the most powerful WordPress SEO plugin on the market.

So what does it have that Yoast and the other competitors don’t have?

  • Google Search Console integration
  • Redirection (301, 302, 307, 410, 451)
  • Rich snippets markup (14 types).
  • Card previews for Facebook and Twitter

It also has a 404 error monitor, which looks for visitors hitting 404 (dead) pages and then lets you know the URLs and number of times they’ve been hit.

You can then eliminate these issues by redirecting or reinstating the dead pageor removing internal links to the 404. Rank Math even tells you the referer so you can see where the link was clicked.

If you’re looking to migrate to RankMath, you can import your existing settings from Yoast or All in One SEO Pack.

4. The SEO Framework

The SEO Framework is yet another strong alternative to Yoast and the All in One SEO Pack.

Functionality-wise, it doesn’t have much that the others don’t have, although it is more lightweight.

5. Easy Table of Contents

Google recommends breaking long pieces of content into logical sections with associated on-page anchors.

That’s what this plugin does—it adds a table of contents to your posts and pages to make them easier to navigate.

6. Broken link checker

The Broken Link Checker looks for broken links on your website—both internal and external.

If it finds any, it tells you the HTTP status code (e.g., 404, 410), anchor text and source of the link. That makes it easy to find and fix.

Because the plugin runs in the background all the time, it can continuously check for broken links and alert you by email should any pop-up.

But perhaps the best feature is that you can fix links in a couple of clicks, and in bulk.

For example, here’s a broken link that the plugin found on my website. If I click “unlink,” then the dead link will be removed from the post.

7. Shortpixel

Shortpixel compresses and optimizes the images on your website.

Because images are usually the slowest files to load when someone visits your site, image optimization can have a noticeably positive effect on page speed—which is a ranking factor as of 2010.

8. a3 Lazy Load

A3 Lazy Load is a simple plugin for enabling lazy-loading of images.

Enable this, and images outside the viewport (visible area on the screen) won’t get loaded until they become visible upon scrolling. This improves page speed, which, to reiterate, is a ranking factor.

9. HREFLANG Tags Lite

Hreflang is an HTML attribute used to specify the language and geographical targeting of a webpage. If you have multiple versions of the same page in different languages, you can use the hreflang tag to tell search engines like Google about these variations. This helps them to serve the right version to their users.

10. Redirection

Redirection is a simple plugin for implementing 301 redirects.

Using it is super simple. Enter the source URL and target URL, then hit “add redirect.”

11. WP Super Cache

What WP Super Cache does, then, is create static HTML versions of all the dynamic content on your website. It then serves those pages to visitors instead of the slower-loading dynamic versions.

The end result is the same, but web pages are served faster. It’s a win-win.

12. Autoptimize 

Autoptimize minifies, compresses, and caches scripts and styles (i.e., CSS, Javascript, HTML, etc.).

Long story short, it helps speed up your website.

It also integrates with Shortpixel to optimize and convert images to WebP format, which are then cached and served from Shortpixel’s global CDN to make things even faster.