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How To Revive Website Traffic

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How To Revive Website Traffic

Imagine if Google created a website tool – SEO in Plain Sight.

It lets you easily create, track, and adapt your SEO plan so you can:

  • Know precisely why your rankings dropped even though they were doing well yesterday.
  • Learn exactly what to do SEO-wise with any page on your website.
  • Discover what you should do when adding new content.

OK, SEO in Plain Sight will never see the light of day from Google. Instead, we must rely on third-party tools (and Google Search Console) to get insights to make our next moves.

To support your SEO plan, I’ve created a quick-hit list of 11 things you can do. Some will seem familiar – make sure you don’t overlook them. Others will be fresh and easy to try (or use repeatedly). Some may only be effective if you can overcome challenges that arise with disparate teams.

This quick-hit list will help you troubleshoot and execute a successful #SEO plan, says @mikeonlinecoach via @CMIContent. Click To Tweet

All these tips should fall within any SEO framework.

1. Don’t spend too much time fixing what you can’t

If organic traffic slips a great deal, don’t fret over the problematic website page. Maybe it once had 25 keyword phrases in the top 10 on Google. Now it has 15. You probably have a decent page title, header, and content. Something else happened – likely an algorithm shift or fierce competition moving ahead of you.

Tinkering with the page may have a nominal impact. If you try anything, consider a slight header change (add or delete a word). Headers still influence rankings.

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2. Expand your SEO plan

Look at your organic landing pages for your finite keyword list. Survey the top 250 pages and correlate them with rankings. For example, I often use Semrush to comb through keyword data to see whether there are some I should pursue. Google Search Console also has useful keyword data. Google Analytics has good information about landing pages, but I explore the keywords that might be driving the traffic and optimize pages to get even more visitors.

You may find an overlooked long-tail keyword phrase that is searched less often. You may have pages you never fully optimized. Attack scores of those pages to improve their rankings and be sure to link to them from your top-performing pages. (Internal linking always helps with SEO.)

For example, this website has over 30 top five rankings on Google.

That’s great, but the company also has over 25 lower rankings within striking distance. Though the search volume hovers around 50, they’re highly relevant keyword phrases worth targeting.

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3. Refresh pages

Old blog articles can rank well if the content is still perceived as a great resource in your industry. But what about those old articles for which more authoritative websites provide great information?

Update your article to compete with the higher-ranking sites. I don’t mean rewording two sentences. Add a new section with several paragraphs. Feature fresh tips while removing outdated ideas. Summarize current studies or add several resources (tools, videos, useful guides, books, quotes from top experts, etc.)

Refresh old #content to boost its #SEO. Add a new section with several paragraphs. Add fresh tips and remove outdated ideas, says @mikeonlinecoach via @CMIContent. Click To Tweet

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4. Republish content

Sometimes your website content may fall out of favor just because it’s old. Maybe your content used to stand out, but now many other websites offer relevant (and current) content along with powerful backlinks. If you’ve lost considerable traffic, make several updates and republish the product page or article. It may be a good time to update the URL as well (with suitable keywords). Just be sure to use a 301 redirect. If the page ranked well, keep the page title and header for a few months to evaluate the impact on rankings. Age, not your SEO basics, may have affected rankings.

Try this method on a few older blog posts or pages to decide whether it works for your business.

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5. Repair broken links

Yes, broken links are a common part of SEO life. It happens. But you should be vigilant about fixing internal links on your pages to please users and search engines. Every fixed link won’t lead to a spike in natural traffic, but clean websites send the right signals to search engines. Some of those links also may be to popular pages, which will be an added boost.

Fixing broken links won’t spike traffic from search, but clean websites send the right signals to search engines, says @mikeonlinecoach via @CMIContent. #SEO Click To Tweet

6. Find new linking opportunities

Speaking of links, you may find the backlinks from other websites are no longer working because those sites have made updates to their content. Since backlinks are a key ranking factor, create a priority list and ask for them to link to your content in another way. It might be helpful to identify pages on their site where your content may be most relevant. Your website analytics will have referring website data to analyze.

To discover gained and lost backlinks, check your referring website traffic in your website analytics or insert your domain into this Moz tool:

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You also should build new links proactively. I have used tools like Ahrefs and Moz to find potential sites that may have linked to my competitors’ content. I also use the Link Intersect feature of Moz’s Link Explorer to find out what links other websites attracted that my SEO clients have not yet secured.

7. Fix SEO technical messes

Companies make website changes and don’t always survey the damage. Sometimes they end up having https (secure) pages pointing to http (non-secure pages). Semrush has a website audit tool that quickly identifies scores of problems like that.

8. Feature evergreen content in your SEO plan

With your keyword strategy in mind, you should roll out new content that will last. Evergreen content can include:

9. Publish video transcripts

Sure, you can do little things like including your website link on YouTube video descriptions to help your SEO.

But what about letting your video affect your website SEO? Add a transcript below the video. You might rank for more keywords and help improve your natural search engine traffic.

10. Unearth hidden gems

What content do you have that’s never seen the light of day? Pore through your business plans, marketing plans, slide decks, sales pitches, webinars, demos, and more. One of my clients, a health benefits consultant, had a 60-page client document. They released nearly one-fourth of the content to their site. The new website content increased rankings, natural traffic, and leads. The payoff can be significant when you publish valuable content with relevant keywords.

11. Open the gates

Why not share some of the gated content that you’re concealing? It can get crawled by search engines and support website traffic. Your content will connect with consumers who then call or fill out other contact forms and are more primed than those who didn’t see it first.

Maybe you’ve had some gated content like how-to guides and white papers that haven’t attracted many leads. That content may be successful for SEO if you remove the barriers.

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Remove the barriers on your #content that hasn’t attracted many leads. It may be more successful ungated for #SEO, says @mikeonlinecoach via @CMIContent. Click To Tweet

Get your SEO plan righted

It can be easy to execute your SEO plan without giving it a second thought. But that doesn’t mean you should or that your SEO plan will keep humming along. Survey your keyword, content, technical, and backlinks. By executing these 11 tips, your site will get the natural search engine traffic it deserves.

All tools mentioned in this article are suggested by the author. Feel free to include additional tools in the comments (from your company or ones that you have used). 

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

Cover image by Joseph Kalinowski/Content Marketing Institute

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MARKETING

8 Effective Ways to Ensure Ecommerce Business Success

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8 Effective Ways to Ensure Ecommerce Business Success

It is a known fact that the global consumers are favoring ecommerce, and the reasons for ecommerce business success are many. 

According to a Statista forecast, the retail ecommerce revenue in the US is expected to cross 1.3 trillion dollars by the end of 2025.

Image via Statista

While brick-and-mortar stores are gradually losing their dominance, the digital marketplace is blazing. More and more ecommerce brands, big and small, are coming up and gaining a foothold in this ever-expanding landscape.

If you are one such ecommerce business striving to taste success, you know how demanding and competitive things can be. And you only beat the fierce competition with aggressive ecommerce marketing strategies like digital advertising, content marketing, social media marketing, etc.

In this post, I will be sharing 8 key factors you need to focus on to ensure your ecommerce business success and sustainable business growth. 

Let’s get started.

8 Key Factors for Ecommerce Business Success in 2022

The future of ecommerce is bright and the small businesses that jump on the bandwagon early will reap great benefits. But what does it take to taste this success? 

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Here are the 8 key success factors for ecommerce businesses.

1. Target a Niche Audience 

The secret to ecommerce business success lies in understanding your target audience and focusing all your efforts on engaging them. Instead of trying to attract a broad audience on the search engines, select a niche audience specific to your small business, understand their pain points and interests, and position your brand to meet their needs. An SEO tool like Semrush or Ahrefs can help you with your research to build a strong marketing strategy based on real insights.

The goal is to make your product unique and market it to a relevant audience that is more likely to make a purchase. This strategy can increase customer loyalty and win repeat customers for your small business. Therein lies the secret to your ecommerce business success. 

2. Go Mobile-First 

The pandemic has accelerated our shift to ecommerce and given rise to m-commerce. Insider Intelligence estimates that by 2025, m-commerce sales will account for 44.2% of total ecommerce sales in the US.

So it’s clear that the success of your ecommerce business relies on the mobile-friendliness of your site. Having a mobile-friendly online store can help you deliver a seamless online shopping experience to customers on the go.

You can begin by running Google’s Mobile-Friendly Test and building a progressive web application (PWA) for your online store. A responsive design for your website will help boost sales and pave the way for your ecommerce business success.

3. Choose the Right Distribution Channels 

Your audiences are active on different channels and if want your products to be visible to them, you need to choose the right distribution channels. 

If your business model focuses solely on your ecommerce website, you should broaden your perspective and consider other sales channels. There are several other options to sell your products like Amazon, eBay, social media, affiliate marketing, and so on. You can manage your sales process effectively with the help of sales CRM tools. These tools integrate your different sales channels and makes your sales process more efficient.

Conduct extensive research to figure out which of these channels are preferred by your target customers. Showcase your products in an attractive way to boost your ecommerce sales. This digital marketing strategy can contribute to your ecommerce business success.

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4. Create Unique Content

You heard that right. To ensure that your ecommerce brand stands out in the crowd, you should invest in high-quality and diverse content. 

Today internet users are flooded with content and to grab their attention you need to think out of the box and create content marketing strategies that truly grab their attention. Remember, video content is ruling the landscape delivering great results. You can use Premiere Pro Presets to create unique and impressive videos and stay ahead of the competition.

Gather insights from customer data analysis, see what your competitors are doing, and learn from your previous digital marketing campaigns to create a more targeted content marketing strategy for your small business. 

5. Continually Update Your Email Marketing List 

Marketers rely on email marketing to achieve diverse marketing goals. Emails can be used to generate leads, nurture them, build relationships with customers, ensure customer satisfaction and boost ecommerce sales.

But to leverage the power of email marketing, you need to be smart about your email lists and use the right email tools to manage them. There’s no point in sending a thousand emails when only a couple of hundreds of recipients are your target audience. 

That’s why segmenting your email lists and keeping them updated is crucial to your ecommerce business success. An effective way to manage your email lists is to ask for the recipients’ feedback on your emails and the information they prefer to receive.

By analyzing the responses, you can make more strategic decisions and ensure the success of your ecommerce business.

6. Deliver a Great Shopping Experience 

The expectation of customers in terms of customer experience has skyrocketed and that’s why you need to work towards improving customer satisfaction.

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Personalized communication could be one of the biggest game-changers, be it in recommending products, reminding them of abandoned carts, or introducing them to your latest offerings. Creating user story maps can go a long way in making your personalization efforts more effective.

Right from the moment customers land on your page to when they make a purchase, you should strive to create a smooth customer experience. You can also consider incorporating an AI-powered chatbot into your website to take your customer service to the next level.

To make your customers happy, offer them special deals and discounts. Such moves will surely boost your ecommerce business success.

7. Invest in Social Media Marketing

Social media, can be immensely effective in creating brand awareness, extending customer service, and generating leads for your ecommerce business. Facebook, Instagram, Pinterest, and YouTube are all marketers’ favorites to reach out to niche audiences and drive traffic for their sites.

Having said that, it is a crowded market, and winning big on social media isn’t easy. As an ecommerce brand, you need to use social media analytics to create digital marketing campaigns that not only generate engagement but also fill your sales funnel with quality leads.

Ecommerce brands should also leverage social selling as it is growing into a prominent trend. This shoppable post by Macy’s allows its Facebook followers to buy what they like instantly. 

Image via Facebook

If invested strategically, selling on social media can act as a profitable sales channel for your business. 

8. Leverage Ecommerce Tools

Your team need not struggle to ensure the success of your ecommerce business. A variety of advanced ecommerce tools are at your disposal to optimize your efforts. 

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Some of the must-use tools for you are: 

  • Website tools – to design, set up, and manage your ecommerce site
  • Ecommerce marketing tools – to help strategize and execute your campaigns with ease 
  • Competitor analysis tools – to understand the gaps in your planning and improve it
  • Analytics tools – to help you gauge the performance of your digital marketing campaigns
  • Business tools – to help you manage daily operations, finances, logistics, inventory, and customer service 

Choose the ones that can boost the success of your ecommerce business. 

Final Thoughts

There you have it, a list of 8 key factors you need to work on to ensure the success of your ecommerce business. Gaining this success is hard work but it is worth it. 

If you want to fuel your business growth, I strongly recommend building your ecommerce marketing strategy to enhance customer experience and build your brand identity. Go ahead and give them a try to beat the competition and establish a successful ecommerce business.


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