Leverage the power of digital marketing

Leverage the Power of Digital Marketing

Digital marketing can yield effective outcomes because of some highly profitable perspectives, including effective targeting options, applicable marketing, and working with potential leads. Practically a wide range of organizations are currently making their online presence because of the benefits that relate to it. So you need to realize how to help your digital marketing efforts. Following are some practical approaches to increase your reach in digital marketing channels:

  • If that you own a site for your undertaking, work upon the SEO of the same. Among all search engines, Google is the most significant. Google uses a calculation of 200 or more factors for deciding position or rank in its list items. The most important among them is the nature of backlinks that sites are getting from somewhere else. Talk with your Digital Marketing Company in Kolkata for your site, and ensure no broken links.
  • Make your site content relevant to what you sell. For this, it is significant that your pages contain the correct keywords identifying with them. Likewise, continue to add new content to your site as this retains its suitability in search engine ranking. For such reason, making unique and engaging websites with supportive data is excellent.
  • Email marketing is currently generally used; however, make sure that your attempts are helpful. Rather than purchasing email lists, get going with opted-in lists. Your email campaigns should consistently have an objective like Brand Awareness or Lead Generations. Ensure that you test your campaigns to see how they are functioning. Use a devoted ID and unique IPs to abstain from spamming. Use significant CTAs and links to coordinate your customers.
  • Social media is an absolute need for driving online marketing services. Facebook can give you sharp-ended focusing on choices, and for organic advertising alternatives, a Facebook page can function admirably, relying on your post quality and efforts.

Twitter's hashtag makes it simple to engage in social listening and convey consumer loyalty effectively. LinkedIn can assist you with contacting experts that can change to valuable connections. If you represent considerable authority in an area, you can use Quora to build up your thought leadership. For the individuals who are selling visual items or need to target female customers, Pinterest and Instagram are the ideal marketing channels.

  • If you are searching for ROI or changes, it's ideal for getting going with Search Ads. The famous class for execution-based advertisements is the Pay Per Click. Show Ads are used for changes; however, Display Networks are the ideal alternative for making brand awareness. Google assesses that over 85% of Internet clients worldwide can connect with Google's Display Network.

Having a digital marketing strategy is the way to building an excellent standing online. This blog assists you with understanding the tips and deceives of using your digital marketing efforts. Notwithstanding, the elements of the digital domain are continually evolving. Staying aware of the most recent digital marketing trends is the way to remain significant and drive conversion. Thus, reach out to skilled experts at any digital marketing agency in Kolkata to achieve ideal outcomes.


Tips for mobile friendly website

Top 8 Tips to Create a Mobile - Friendly Website

The expected growth in the quantity of worldwide mobile users for the year 2017 is around 4.77 billion. Continuously in 2019, it is required to outperform the mark of 5 billion. This figure will be identical to 67 percent of the worldwide populace. Passing these predictive insights, we can accept the fundamental truth that phones are growing in popularity, and the pattern won't lose force in the coming years. This is why you should hire a Web design company in Kolkata that designs your site in a mobile-friendly way.

  • Be Responsive

Choosing a responsive structure is of great importance, and Bootstrap is a famous alternative for website developers. Regardless of how the clients move toward your site (using work area, phone, or tablet), a responsive strategy will allow them to have a similar experience. It has SEO benefits, could be easily managed, and you need not need to separate the mobile URL

  • Think with your Index Finger or Thumb

The site should be safe using the index or the thumb. Clients ought to have the option to browse your site with their 'phone hand,' as it were. Also, the text size ought to be optimized so the clients need not pinch it to zoom in.

  • Keep a Simple Design

The limited ability to focus on net clients is well known, and the continuous ability to focus is simply 1.0 seconds. Along these lines, it is wiser to keep a spotless and straightforward design and web content, which can instantaneously convey the central message. 

  • Keep a Short and Attractive Web Content 

The primary concern is introducing your story in the least words and exciting way. To connect with the clients' attention, add just the fundamental copies to keep them engaged till the last sentence. 

  • Focus on the Icon Design

Keep your site cleaned up and, as opposed to using words, use ordinary mobile symbols to pass on the guidance messages like 'to make a call' or 'connect socially.''.

  • Improve the Speed with Optimized Images

The speed of the mobile web is slower than its link-controlled cousin. In this manner, it is wiser to strip down your site with weighty media records. Replace the massive libraries, for example, jQuery Mobile, with independent codes of JavaScript. Replace the retina-prepared pictures of the work area version with its lower resolution version.

  • Adjusted Utilization of Java Codes

It is wiser to keep away from JavaScript because it runs in various manners across various gadgets and programs.

  • Simple Access to your Contact Info

The objective of a mobile site should portray at your location. For instance, when you are maintaining your business from numerous areas, you need to furnish the clients with the addresses of your different stores, their opening and closing hours, booking or contact numbers, and the nearest location of the business.

Conclusion As you plan your mobile-friendly site, execute the design tips listed previously. Consult with a web development company in Kolkata will help keep your site working when somebody is looking from a desktop or mobile

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competitor analysis

Tips To Do The SEO Competition Analysis To Boost up Website Ranking

An intensive competitive analysis can be turned into your guide of what you need to do to improve your site to be on par with your rivals. 

It can likewise distinguish both your site's qualities and weaknesses and your rivals' sites for everything from SEO to look through include wins. Using this data, the Digital Marketing Company in Kolkata can find the zones you are feeble to refine them, just as distinguishing the zones where your competitors are weak, and afterward profit by their weaknesses for your site and search performance.

  1. Keyword Research

The initial step is to recognize the keywords that your site can REALISTICALLY target initially. Your first objective is to track down a viable specialty inside this heavy industry that is reachable. Mind mapping is an extraordinary tool to sort out your keyword ideas and buckets. 

There is a horde of approaches to develop your keyword list: 

  • Distinguishing your competitors and typing them into SEMrush to see the list of keywords they're positioning for 
  • Utilizing Spyfu to get a list of keywords they are offering for 
  • Using Keyword Planner to get a list of potential keywords identified with an essential term.
  • Identify Your Top Competitors 

When you have your keyword list, type those terms into Google and write the lists that appear in the best 10. Regularly you'll see similar sites showing up over and over. You'll need to distinguish the sites that position for some keywords in that niche and add them to your list of competitors.

Once more, the keyword tool can be an essential instrument as you can type the area into the search box and decide their organic traffic and number of natural keyword positioning in Google. The more keywords they have ranking in, particularly for high search volume, the ideal space is. It's essential to recognize the long-tail terms you'd target and discover sites that position relevant terms.

  • Social Media and Content Audit 

Since you understand who your competitors are and their backlink profile, you'll need to investigate their content advertising and online media methodology. How regularly do they share reports via online media? What is their engagement ratio? What number of active followers do they have? Here's a format for an online media review poll that can be utilized as a feature of this interaction. 

Check their social media platforms. That will help you decide how active you should be regarding making and sharing content, and once more, to determine your first focuses in terms of follower and engagement ratio.

  • Decide Your Barrier to Entry and Strategy 

When you have an intensive understanding of your rivals, you can make your procedure depends on the midpoints from the information you revealed. 

First, you'll need to know the number of connections you'll have to gain and the nature of those connections to start appearing in the list items. It will be discovered on the midpoints of the sites positioning for the keywords you picked. It's critical to maintain a strategic distance from keywords that have a solid presence of sites with massive space authority; these areas are difficult to beat as they will, in general, be profoundly trusted and rewarded by Google.

Web Design Company In Kolkata will show you what your competitor is doing and how you can emulate or beat those systems to overwhelm the search engine rankings and boost your brand development.

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How to increase website traffic?

Check Out The Reasons For Lack Of Traffic In Your Website

As a blogger, you do everything on your site (like Implementing the most recent UI/UX design, writing great content, Product videos, and so on) to create high traffic. In any case, notwithstanding this, if you can't accomplish the objective, it demotivates you, and you can't help thinking about why it has occurred? 

Besides distributing quality content and creating backlinks, other significant highlights require more regard for incrementing site traffic.

  • Delay in loading site 

Webpage speed is a significant angle when browsing the web. When a site takes too long to even think about load, individuals will, in general, hit the "back" button and proceed onward to some other connection in the SERP (Search Engine Result Page). Talk to the Website Hosting company in Kolkata to get the best service.  

  • An excessive number of choices can be confusing.

For a site to grab a guest's eye the initial step should be an understandable route; a helpful guide should be furnished to the user. Overloading your site with too many calls to action isn't generally a smart thought as it can cause investigation loss of motion, where no action is taken.

  • Not a mobile-friendly website

These days, mobile traffic represents the more significant part of all web traffic. Henceforth having a mobile-friendly page shouldn't be an untimely idea. It is advisable to plan responsive sites exceptionally improved for tiny screens so the client experience does not tamper.

  • Keyword Stuffing 

The keyword is a fundamental piece of any site, yet its over-burdening can have an inauspicious impact. A site loaded with keywords can cause visitors to feel uneasy about your business.

  • Too-many pop-ups 

No one enjoys their site experience being hampered by a membership letter pop-up or an auto-playing video promotion; it has a bad introduction and disrupts the client's reading experience. 

  • Distractive Animations 

The web animations are diverting and alter the client's understanding experience, and pictures are intended to get the client's eyes; however, that doesn't imply that something is included inappropriately. Burdening the page with pointless unnecessary likewise expands the loading time of the page. While hiring the web design company in Kolkata you have to make sure that they are aware of the fact.

  • No Contact Information Page 

If those clients need assistance, they need it right away. They don't have the opportunity and will to fill the structure and afterward hold on to perceive what happens. Please make a point to contact individuals through phone, mail, and social media and show the contact details clearly on your site to address every one of their issues. 

  • Missing "About Us" Section 

An About Us page gives the page guest a rational thought regarding the individual behind the site. Thus, if you are a business, this about us page is the most significant piece of your site. Likewise, a good motivation behind the site is an absolute necessity, as a site that doesn't clear about the work it does won't hold visitors.

  • No Social Media Sharing Experience 

In the world of Social Media, it is significant for your site to have a social presence; it's nearly pretty much as important as having an identity card. When clients run over something interesting in a place, they have a moment's desire to share it via online media. 

These are reasons that will, in general, hamper client experience and, like this, cause a loss in traffic if your website is enduring similar luck because Digital Marketing Company in Kolkata can help you acquire traffic on your site and develop your business exponentially.


How social media can influence your business?

As a small business owner, are you worried about how to reach your target market? Moreover, Are you worried about how to compete with the big players with your slim wallet?

SOCIAL MEDIA MARKETING holds this answer. Since you are reading this blog, it is clear that you are interested in knowing how social media can influence your business.

Let’s shed light on some of the facts about Social Media:- 

95% of the millennials are on social media which includes CEO’s, business owners and even your consumers.

Approximately 25 million content is shared every month

Consumers believe only 14% on advertising and 78% on the recommendations or referrals

Customers may spend 21% more if they receive extraordinary customer experience through social media.

Consumers prefer contacting businesses online rather than through telephone.

Don’t you think your business must be on Social Media?  Now let’s focus on some vital points which will show how social media will influence your business.

Social media is the best marketing tool to connect to your customers across the globe without much investment

By sharing the content( blogs) related to your business on social media, you can build your credibility in less time. This will make you unique in front of your competitors. Social media platforms are the best place to connect to your highly potential customers.

With the help of digital marketing, you can direct the traffic to your website. Create social media posts and advertisements for your business. As a result, more customers and more profit. Keyline is one of the top digital marketing agencies in Kolkata.

The presence of your business account on all the leading social media platforms builds trust among your potential customers. More followers and sharing of your business page, more sales.

Don’t miss the opportunity to interact with your potential customers and prospective business partners worldwide. With the help of social media platforms, you can directly talk to your potential business partners and customers. It is important to stay active on your social media accounts and answer your customers wisely.

Currently, instead of calling the customer service people prefer chatting to the customer service team on messenger. According to the survey done by the experts if the query of the customer is answered within 5 minutes, then the trust they have on your increases. Moreover, they are even ready to pay more for your services. Above all, what matters to your customers is the quality and quick response from the company.

Through social media, you can keep an eye on the activities of your competitors. For example:- What campaign they are launching recently, what people are saying about your competitors, and many more. As a result, you can take action in your business accordingly.

After going through the points mentioned above, you must now be clear why your business needs a social media exposure and how you can make yourself a BRAND.

It’s high time that you start taking advantage of social media by doing digital marketing or building a website or writing blogs. Promoting the business on social media is one of the fastest, economical and effective way to grow your business and create a brand.

You can start by first looking at building your website and doing digital marketing of your business. Connect to Keyline to create a website for your company. Keylines is one of the renowned website design and web hosting company in Kolkata. It doesn't matter where your business is. Keylines will help you in transforming your small business into a brand.


facebook page

Do You Have a Facebook Business Page?

Are you struggling for new businesses? Social media is the new track to ride on! Every business nowadays is on Facebook, Instagram, Twitter, Linked in for sure. If any business is not there on these social media platforms, then they are missing a huge business opportunity. Facebook business page is one of the most important tools to build a trustworthy communication flow in peoples' minds. It can attract more people to become your customer.

My question to you is “DO YOU HAVE A FACEBOOK BUSINESS PAGE?”

If you have it, then that is really great, and if you don't have it then create a Facebook page immediately after reading this blog. If you have a Facebook business page then look here in the blog that "Are you taking full advantage of the Facebook business page?". Are you getting all the benefits of the Facebook business page?

Let’s peer into some of the benefits of having a Facebook business page.

BENEFITS OF FACEBOOK BUSINESS PAGE

The Facebook business page has been added to Facebook to boost your business. It is the platform where you can connect with your existing as well as new potential customers. Moreover, you can keep your customers up to date through your Facebook page. As a result, your customer will always be connected to you because you are continuously building trust for them

  • CREATE A COMMUNITY

            Facebook provides different features so that you can engage with your customers. These features are entirely free for you. You can write a post, upload pictures, and videos so that your target audience can know more about your business. Moreover, if your clients or customers message you on your business page, then you can directly have a chat with them. You can reach billions of Facebook users at a time.

  • FREE BUSINESS TOOLS

There are some free business tools that will support you in building up your business. You can create events, and even you can sell your products or services on your business page. Also, you can even hire employees and interns for your company by creating a job opportunity.

  • PAGE INSIGHTS

Before taking any step in business, it is important to know your customers. For knowing your customers, Facebook has given a feature of page insights. Through page insights, you can get to know the behavior of the customer. You can understand their liking and disliking. Also, you can check how often people visit your page and interact with your business posts.

  • INEXPENSIVE

            You do not have to pay anything to create your business page. Even boosting the post on Facebook does not cost much. Separately, If you want, you can take the support of digital marketers to boost your business page. Also, you can take the help of the designers to create your attractive business page. You can even tie-up with the content writers to write social media posts for you.

Keylines is the renowned digital marketing agency in Kolkata. We have clients across the globe, and our services have benefited many companies.

  • BUILD A BRAND

Besides helping you in bringing more likes, customers, or clients on your business page, Facebook creates a brand for you. If your business page followers find you active and responsive, then they will definitely not leave you. They would like to do business with you.

  • INCREASE WEBSITE TRAFFIC

Having a Facebook page is one of the best ways to increase organic traffic on your website. As a result, a high ranking on the search engine. To know how it can be possible kindly contact Keyline and we will help you in knowing "HOW". We will be supporting you in increasing your website traffic. We are the top SEO company in Kolkata. Do Connect to us for any queries.

Another important point is if you do proper digital marketing of your Facebook page, it will definitely boost your business. You can connect to a digital marketing agency and get it done for you at a bigger platform.

After looking at so many benefits of having a Facebook page, you must be clear why you need to have a business page on Facebook. Secondly, if you already have, you must have cross-checked whether you are making full use of the Facebook business page or not.


five-secrets

5 Top Secrets Why Your Business Needs a Website?

Gone are the days when you can entirely rely on the customer’s walk-in in your office or shop. Due to the current COVID-19 situation, it is clear that your customers and clients are reluctant to visit your office or shop. As a result, your business is impacted at a high level. You must be thinking either to change your business line or how much to invest in bringing the business on a runway.

Keyline is the best website design company in Kolkata, offers responsive and beautiful website that helps a lot for any business growth. In this COVID-19 situation, your business should grow digitally with an attractive and trustworthy website.

How about if you get a good business just by making a minimal investment?

How about if we say that there is no need for you to change your business line?

The answer to the questions mentioned above is here!! YOU HAVING YOUR BUSINESS WEBSITE!!! We are going to share with you why you need to have a website for your business. In today’s digital era, every business needs a website. It is the best opportunity for you to have a global presence.

“Website is a virtual office for you which will always be available for you 24x7 for your clients and customers.”

Why Do You Need To Have A Website?

Website enhances your credibility:-

Currently, consumers or clients show less interest in businesses having no website. Most people will first check your website to know about your business.

Having your business website makes the long-lasting impression. Website is the best way to showcase your expertise across the globe with a low investment. You can share your office pictures, your business presentations, testimonials and many more.

Your Website Is Your Marketing Resource!!!

Consumers Search You Online!

Do you know that 60% of people search local businesses first on mobile?

There are chances that your consumers in your city can find you offline. Do you think that your consumers in any other city, state or country will find you offline? The answer is NO!! The website takes your business where your clients or consumers are with the help of right digital marketing. More than 97% of people search for business online before making any decision. Right now also when you are reading this article, your potential client must be searching for you

Connect to Keyline Creative Services build a website for your business. Keyline is a best website design company in Kolkata.

Website Cost Effective Way of Marketing

The cost of posting an advertisement in a newspaper, designing and printing of flyers is more than building a website. Even you cannot give surety after spending so much money that your business has reached your target customers. You can make a website to showcase your products or services. Also, you can create an e-commerce website and sell your products directly to your potential customers.

The expense of building a website is one time, and after that, you can do simple updations depending upon your requirement which does not cost much investment.

Website and Digital Marketing Complement Each Other

You must be noticing different factors in current websites- digital marketing through Blogs and SEO( Search engine optimisation) content. Mostly your target consumers or clients check the websites which are either on the first page or second page of google.

Through digital marketing, you can have your website come on the top page of google. You can connect to one of the leading digital marketing agency in Kolkata name as KEYLINE CREATIVE SERVICES.

Website Helps You in Knowing Your Consumers/Clients

You can see which age group, location or income level person is buying your products. This helps you to really manage the costs of advertising and ensures that you spend only the needed amount on marketing.

The analytical tools on your website help you to track the kind of people visiting your website. You can reach your targeted clients or customers with high accuracy. As a result, you can mould your marketing strategy to get maximum business. Moreover, with the help of analytical tools, you can also check how your digital marketing strategy is working for you. Accordingly, you can post the offers, promotions on your website!!!

We hope now you will make the first investment in your business at this time and build your business website. One more point which is essential to note is the design of the website. The building of the website includes the website design as well. The more engaging and attractive your website is that more customers will visit the website.

Google also analyses the ranking of the website by the experience of the user on the website. Moreover, how long the user was on your website and was engaged with the information. Also, if Google finds that your website is not that engaging and your ranking might go down.

It is critical that you need to tie up with the well-established digital marketing and website design and development company. KEYLINES CREATIVE SERVICES don’t just sell the website but create the website that sells. Keyline has been creating amazing websites since 2002. It is one of the top website design company in Kolkata.


google analytics

Top 4 Ways To Use The Helpful Reports in Google Analytics

While you can use the data from Google Analytics in myriad ways, the four most helpful reports for your content marketing cover traffic, navigation summary, traffic from organic search, and conversions.

Once you have grabbed the knowledge of what this data is and how to track it, you can mix and match insights to take advantage of opportunities with your web-based content, driving more traffic to your site and (more importantly) doing more with the traffic you have.

Google Analytics Report

Why this report is useful?

The traffic report also known as Pages report in Google Analytics, looks at the pages getting the most traffic on your website. By default, it displays metrics like time on site and bounce rate.

How to find in Google Analytics?

Go to Behavior -> Site Content -> All Pages
To expand the list of pages, you should first change the number of rows displayed by going to Show Rows at the bottom left of the screen.

You need to also make sure that the report encompasses an appropriate period. It’s better to look at search volume from the past quarter, six months, or year for this exercise.

How to act on this data
This list of pages is a gold mine. It shows so many people arrive on your website through these pages, keep a running list and review them regularly. Remember, just because a page gets a lot of traffic does not mean it’s an effective page. That’s the reason behind posting review the pages that get the most traffic to:
Ensure that the page puts your brand’s best foot forward. Is this page on message? Does your page has current information and the best calls to action?

Include your best links. It is expected that high-traffic pages bring a lot of visitors, make sure to include links to relevant, high-converting pages and posts.

See what visitors are doing. Are visitors spending time on the page? Are visitors exiting or gong to other pages on the site?

Navigation Summary
Why this report is useful - Though there are several ways to understand info about pages to see how visitors are behaving, my favorite report is the Navigation Summary, where you can see 1) how visitors get to a page and 2) which section they click once they are there.

How to find this data in Google Analytics

In the traffic report, click on any page. At the top, click option for Navigation Summary.
This page reveals how visitors are navigating to this page from within your website – and you can see where visitors are clicking. With the traffic report, you can adjust the number of rows displayed.
Google Analytics used to offer an In-Page Analytics report, which showed where visitors are clicking any page on your website, but that report didn’t show how visitors were getting to the page. You have the option to add feature to your browser with the Google Page Analytics extension for Chrome.

How to act on this data
Pay attention to two parts of this report:
The Previous Page Path is useful for knowing which page someone visited on your website right before they arrived on the page you’re analyzing. This page offers some context to understand how people get to this page, and it may offer clues as to what information people have – and what they still need.

The Next Page Path shows what people clicked on that page to continue on your site. This data may indicate what questions people still have. Additionally, you can see whether people are clicking to pages that convert well (more on that later).

Why this report is useful
Not only do you want to know which pages are getting traffic in general, but it’s also useful to understand which pages are popular in organic search.

Search traffic matters for a couple reasons:
If a page is getting a lot of traffic from search, be more sensitive when you make changes to that page. For instance, you would not want to rewrite the text because that could significantly affect how Google ranks that page.
It offers the opportunity to learn more – with some additional work – about the traffic on these pages.
How to find this data in Google Analytics
Go to Acquisition > All Traffic > Channels. You see a list of the channels driving traffic to your web pages.
Select Organic Search and then Landing Page (under Primary Dimension).
To find traffic on a specific page, such as a blog post, paste everything after your primary URL into the search box. You can see the effect of organic search traffic on that page by looking at the absolute number of sessions as well as a percentage of your search traffic.

How to act on this data

Consider two things about pages that get a lot of search traffic.
First, use caution when making changes. Understand that these pages likely rank well in Google. Be careful how much you change on this page, as you don’t want to negatively impact how it comes up in search.
Conversions

Why this report is useful

In most content marketing programs, conversions are a critical metric – they are actions you want visitors to take when they arrive on your website. Do you want them to sign up for an email? Download something? Attend an event?

How to find this data in Google Analytics

How you get this information varies and likely requires manual work. First, set up your goals. Once your goals are set, track them under Conversion > Goals > Overview. You can look at the goals in aggregate or by pages converting to specific goals.

How you can act on this data
While the raw number of conversions is useful, the number of conversions divided by the number of page views – the conversion percentage – is more useful.

The higher the conversion percentage, the more likely a visitor to that page converts. These are the pages (which Andy calls conversion champions) that you should share and promote.
Once you identify your conversion champions:
Optimize these pages so they have a higher likelihood to show up in search.
Push these pages on social.
Link to these pages from your high-traffic pages.
These are just four ways to use Google Analytics so you can take action.


5 Ways to Fix Your Stagnated Content

People get rid of content when it stops adding company
goals. They fix content when it’s broken by redirecting content or repurposing
it as new opportunities arise. But one thing that marketers overlook is that stagnant
content can re-perform.

Stagnated content is which has seen reduced
performance contribution toward its original intended purpose, and has
therefore slowed down, or stopped adding marketing value completely.

This piece
intends to enrich stagnating content performance reflecting its original
purpose. Content may stagnate in a matter of weeks, months, or years (years in
the case of key/evergreen/cornerstone content pieces) depending on:

  • The content type.
  • The robustness of the content when it went live.
  • The speed at which the contents perceived value deteriorates
    over time.

 Stagnated content can be identified by:

  • Reduced metric performance.
  • A slow declining reduction.
  • Lower value derived over time.

There are fundamental actions that you can take to redress content performance decline and natural stagnation over time, enabling you to revitalize your business-critical content.

Keeping Up With The Changing Audiences

When you create content over time it
becomes dated and disjointed. Initially, the key driving force for drops in
performance comes from changes in audience behavior, wants, needs, and
perceived value of the content compared to other alternatives.

Leading signals that tell you content is beginning to fall is:

  • Lower engagement rates.
  • Declining social shares.
  • Fewer page views.
  • Reduced time on page.
  • Decreased results – impressions, traffic, new users, goal completions etc.

Improving Technical Performance

From time to first byte (TTFB) and mobile
friendliness, to lazy loading images and fixing internal broken images or
links, there is a myriad of technical improvements that can be made
to improve content performance and accessibility to the audience.

Content speed is a ranking factor as much
as it is a site maintenance and usability issue.

When you make content all-device ready,
faster to access, and available spanning all relevant mediums, you expand its
reach and suitability for purpose.

It is not uncommon to see content
performance peaks derived by improving the speed of delivery and associated
technical updates in isolation.

Technical SEO has experienced a
dramatic resurgence in its strategic application and resource attention over
the past several years. In no small part, this is directly correlated to
technological changes such as:

  • Mobile first content prioritization.
  • New SERP features including accelerated mobile pages (AMP) re-results.
  • The broader gains attributed to technical activities implemented.

Increasing Content Understanding

Partially overlapping with technical
updates, content understanding can factor in structured data as a key focus
area, as well as on page content revisions.

You can even consider the external link
signals (for example anchor text used, and external site topical relevancy) as
part of the content understanding exercise.

For the purposes of this
post, structured data and the associated items (schema.org,
microdata, JSON, rich snippet targeting and more) should be your primary
concern.

Google QAPage code is a must for
longer page question and answers content. This single technical update can
refresh and flag the topical value of existing content to Google for inclusion
within the SERP rich results such as the pre-results and Google Answers.

Other examples of structured data update
you can make include:

  • Local business
  • Organization
  • Logo
  • Media
  • Recipe
  • Review
  • Social Profile
  • Event
  • More

Enriching Topical Completeness

Completeness of content coverage is a
subtle trend that has been growing in market value for some time, coming to the
scene over last 3 years.

Surprisingly, few companies are investing
the time, resources, or expertise required to fully maximize this opportunity
to impact stagnating content.

Some of the most impactful actions to take
to enrich the completeness of the content you are improving focus on:

  • Bringing the content up to date.
  • Adding new statistical reference points and sources.
  • Including genuine authorship to content topics.
  • Expanding/adding the depth of FAQs.
  • Covering all core intent areas tied to the content topic and purpose.
  • Focus on making the content better than the closest match or top performing/ranking content.
  • Turn individual content items into hubs of topical value or series on content pieces.
  • Provide alternative ways to digest the content (podcasts, videos, webinars, presentations, info-graphics, and images).

Trimming & Combining Competing Content

Why has one page on a topic when you can
have 20? Because those 20 pages are most likely fighting each other for
position, causing content confusion, and sending conflicting messages to users
and search engines.

Typically unnecessary content pages on the
same topic create problems understanding what the content is for, which content
is expected to rank well, and what you want people or bots to do with the
content compared to it alternatives.

There are of course logical ways to create
content clusters, align disparate content items into logical series, and bring
together competing signals, but at this time, the question to ask is:

Do all these items add value to the user?

If the answer to this question is no,
consider what elements of the content do add value and think about how you can
bring all of these shallower content articles valuable elements into
an integrated hero piece of content. Most likely the hero content will be
currently stagnating and ready for improvement.

Content stagnates all of the time and frequently gets removed, repurposed, or overlooked entirely.

Here are the five core tactics to deploy
and improve the stagnating content present on your website towards your
business goals:

  • Keeping up with changing
    audiences.
  • Improving technical
    performance.
  • Increasing content
    understanding.
  • Enriching topical completeness.
  • Pruning and combining competing
    content.