If you currently have a content marketing campaign up and running, we can probably safely assume that you have already written a number of blog posts and published.
The key question is: do you also generate traffic? Even the most fantastic contribution is practically worthless if nobody shows interest in it. But what can one do if the readership actually fails?
Quite simply: Improve the organic search engine ranking of his posts!
But before we promise you too much, one thing is clear: not every post has the potential to achieve a good ranking. For this reason, you should, first of all, think about which of your blog posts have what it takes to do well in the search results and in which posts this means the biggest advantage for your company.
How to find a suitable contribution?
As a first step, you should Google the target keyword in the title of your post for which you want to achieve a high ranking. So you can get an impression of how high the competition is on this keyword/topic.
Which pages are displayed at the top of the search results? When it comes to sites like Spiegel, Forbes, and Bund.de or similar, the chances of outsmarting your competitors are usually rather bad.
With that in mind, it’s a good idea to opt for a blog post with a less coveted target keyword. However, that does not mean that you should necessarily avoid keywords that your competitors are already using in search results – on the contrary! Because if your competition can get a good ranking for a particular keyword, there’s no reason why you could not do that.
You should also check the current ranking of your post: where is it currently displayed in Google’s results pages? At the bottom of page 1? On page 2? Maybe even on page 3?
You should choose a post that has already been indexed by Google and appears on the first 2 or 3 search result pages. If a post cuts off well anyway, it’s much easier to achieve an even higher ranking than if this post does not exist for Google.
To improve the ranking of a blog post
Now that you have chosen a post that you believe can make it to the top of Google search results, now is the time to put that goal into action.
And do not worry – the whole thing is not that hard: To give the ranking of your blog a boost, you just have to follow these 7 tips:
Improve the ranking through appropriate optimizations
This tip may seem obvious to successful (inbound) marketers. Nevertheless, allow us to briefly discuss the most important basics here:
Keyword Optimization: Focus on long-tail keywords and use both the target keyword and synonyms within the post. Make sure that this is organic. After all, you do not want your blog to become just a string of keywords!
Title Optimization: Mention the keyword (as early as possible) in the title and limit yourself to 60 characters.
Meta description optimization: Mention your keyword, be careful not to exceed 160 characters in length, and describe your blog in a concise, concise and interesting way.
URL optimization: Studies have shown that short URLs with a high number of keywords achieve a better ranking.
Optimizing images: Do not forget that the visual component also plays a crucial role! Also, add keywords/synonyms as alt text.
Link Optimization: If necessary, add internal links and use external links to refer to sources that confirm or underline your own statements.
Improving the ranking by external links
The principle of external linking has already been mentioned in point 1, but at this point, we would like to take a closer look at the subject.
Although Google more or less denies that external links affect the ranking, a study led by Reboot has found that there is a connection between the external (outgoing) links of a page and their search engine ranking.
The study highlights that links with a high-level authority have a positive impact on the SEO of a page. So it’s a good idea to add such links to blog posts whose ranking you want to improve.
Improve rankings through backlinks from high ranking websites
Please note that backlinks (also: inbound links) of established domains have a higher authority than those of new domains. In this respect, backlinks from high-ranking websites are extremely effective if you want to miss the ranking of a blog post. You can build your backlink profile in different ways, but the following methods are always a good starting point:
E-mail Outreach: Introduce an e-mail outreach program that lets you contact website owners who are related to the topic of your post and request a backlink.
Social Media Sharing Outreach: You cannot send an email because you lack the necessary contact information? No problem – just contact high-level websites directly by posting comments on their social networks or blogs, or sending them a private message along the way.
Guest posts on high-profile industry websites: It may be that you have to send a few e-mails in order to ask the respective operators whether they allow guest contributions to their websites. If so, you have an ideal opportunity to get valuable backlinks.
The term “semantics” means the teaching of the meaning of linguistic signs, such as words or sentences. In modern semantic search, it is crucial to have a rich database of meaningful keywords so that the context of search queries of any kind can be determined. Semantic keywords (also called LSI keywords) are keywords that are related to your main keyword.
For example, suppose someone is looking for the term “runner.” This raises the question of whether it refers to a person, a carpet, a chess piece or any of the many technical terms associated with that term.
The Google algorithm has been considering semantic relationships for some time to understand the search intentions of users.
By using semantic keywords in your post, you’ll help Google understand its content and determine if it fits a particular search query.
These keywords may not have a high search volume, especially compared to the keyword that will serve as the basis for optimizing your contribution, but they will increase your relevance.
Improve Ranking through Content Syndication
When one of your blog posts (or other popular content) is posted on a website that’s popular within your industry, it’s called content syndication.
Syndicating blog posts gives you the opportunity to reach a much larger audience than you could otherwise. There are many networks that specialize in content syndication – so you’re spoiled for choice. Next, all you have to do is find out which sites within your industry are eligible to syndicate your content.
For example, some HubSpot.com posts are posted on business2community.com where they reach more readers than on our own agency blog.
Make sure that the post you select for syndication includes a link to your website. So you not only get a backlink but also enjoy the generated traffic!
Improving Ranking through Social Signals
“Social Signals” is a collective term for all interactions of social content users, such as likes, comments, retweets, and + 1s. Social signals are similar to other aspects of the Google algorithm: The Web giant has not yet officially confirmed that this type of user feedback is a ranking factor. In this respect, one can argue about the actual meaning of social signals.
Nonetheless, in several case studies, there is the talk of a link between social signals and an improved ranking. And that’s not all: social signals should also have a positive impact on traffic, so it’s always advisable to do everything to enable users to interact with your content.
Improving the ranking with a higher CTR
The click-through rate (CTR) is a user interaction signal that helps Google rank content: it determines how “worth reading” it is based on the number of clicks a post has received. But how do you increase the organic CTR of a post?
First of all, it’s a good idea to tweak the title of the post. Keep in mind that most readers of your blog are busy people. That is why it is so important that the title of your contribution encourages reading.
So you’re missing an interesting title from your post that literally requires it to be clicked – but does not use more than 60 characters.
Take, for example, the title of this post: “7 unbeatable tips for a better organic ranking of blog posts.” Many of you have probably wondered what makes these tips so unbeatable and clicked on the post to find out. The title has served its purpose.