In December of 2017, the ActiveCampaign blog pulled in 8,765 visitors from organic search.
In June 2019, the ActiveCampaign blog pulled in 39,723 visitors from organic search.
In November 2019, the ActiveCampaign blog pulled in 119,037 visitors from organic search.
Organic search traffic to the ActiveCampaign blog, from January 1st 2017 to November 30th 2019 (Google Analytics data)
How did we increase blog traffic so quickly? Blog traffic increased faster as the blog got more traffic! These are the month-over-month (MoM) growth rates from the last 6 months:
- June to July: 25.09% MoM
- July to August: 19.66% MoM
- August to September: 27.67% MoM
- September to October: 20.49% MoM
- October to November: 30.15% MoM
And even though ActiveCampaign has a few advantages (like high domain authority), the approach we used can work for anyone – with any size website.
The rest of this post will show you how we did it. It cites 10+ studies, 11 content marketing experts, and 6 Google patents (don’t worry, you don’t have to read them), to answer questions like…
- Why you should write long blog content (which almost always outperforms short blog content)
- How to write long blog posts that are also good
- Why you should focus on getting traffic from search engines
- How to optimize a blog post to get organic search traffic
- Why this approach to SEO works (based on trudging through 6 Google patents)
Why you should write long blog content (which almost always outperforms short blog content)
If you want to grow your blog, you should write long content that gives in-depth answers to very specific questions that people search for.
(The post you’re currently reading is an example of a long, comprehensive answer to a specific question).
As this section will show, long blog content almost always gets better results than short blog content.
According to Andy Crestodina’s annual survey of 1,001 bloggers, 55% of bloggers who report “strong results” write content over 2,000 words.
Bloggers who publish 2,000+ word content are more likely to report success than bloggers who write content of any other length (Source, Orbit Media)
Is a survey the best way to study this? People might have different definitions of what it means to be “successful” with content.
Luckily, other types of research show that long content is more likely to get your blog noticed – on both search engines and social media.
Research from HubSpot showed that blog posts above 2,000 words were more likely to attract blog readers through organic search (with a sweet spot of 2250-2500 words).
Longer posts were more likely to have higher organic traffic. Word count also correlated with number of backlinks and social shares. (Source, HubSpot)
- serpIQ found that the top three ranking posts on a search engine results page (SERP) are longer (on average) than the other results on the SERP
- Backlinko found that, in their sample, the average top search results was 1890 words long
(Note: This doesn’t mean that long content is always better. If you Google your keyword, look at the SERP, and find that most of the results are shorter posts – it may mean that people searching for that phrase want shorter posts.)
HubSpot found that their long content attracted a higher number of social shares. More detailed analysis from BuzzSumo (in partnership with Noah Kagan) shows that content length and social shares are positively correlated.
Based on a sample of 100 million articles, longer content is more likely to have a high number of shares on social. (Source, OkDork)
What about the user? Do people read long content?
Research from Nielsen Norman Group suggests that most people only read about 20% of any web page. Luckily, the length of the content doesn’t seem to affect the percentage all that much. People seem to read at least some of anything you put in front of them.
But that still doesn’t answer the key question. Medium released research on engagement by length of content. They reported that 7-minute reads (~1800 words) captured the most attention.
What’s interesting: the below chart is “heteroskedastic.” That means that, as posts get longer, there’s more variation in how long people spend reading posts.
7-minute reads had the most engagement on average. But the most engaging posts overall – the outliers – were longer reads. (Source, Medium)
In their research, the Medium product science team says: “A larger percent of the longer posts tend to have high values. So while the median time spent decreases, longer posts are also more likely to be one of the hits that perform especially well.”
Even though on average a 7-minute post was read for the longest, the top-performing posts were much longer. The chart above shows that the post with the most engagement was a ~16-minute read – which is about 4,000 words!
Long content is harder to do well – and people will quickly abandon long content if it doesn’t give them what they want.
But if you can create great long content, you’ll get better results.
Instead of asking “will people read long content,” ask “what does this content need to accomplish?”
In most cases, you don’t need people to read every word of a blog post – and they can still get value from your posts without reading them all in one sitting.
This post on content marketing metrics dives deep on a complicated problem – so much so that people let us know in the blog comments (unusual for a tech company blog)
First, focus on creating in-depth content that gives a complete answer to a specific question.
Then think about the other goals of content:
- Getting people to visit your content in the first place
- Converting people into leads or subscribers (via a lead magnet) when they visit your content
- For those who visit but don’t sign up, making sure they remember you after they leave your website
Long content gives you the best chance to get those results – even if your visitors don’t read all of it.
How to write long blog posts that are also good
Long blog content is more likely to get shared. It’s more likely to rank in Google. It’s more likely to get you more readers.
If you do it well.
The Medium research shows that long content can either be the best-performing content – or the worst-performing content.
If you want your content to work, there are 4 pieces of advice you need to follow:
- Give people exactly the information they need
- Choose a really specific question and answer it fully
- Use voice of customer language (i.e. use the words your readers use)
- Instead of just giving advice, show people why the advice is right
1. Give people exactly the information they need
College seniors are given one of two pamphlets about tetanus. The first pamphlet contains graphic images of tetanus patients and skin-crawling descriptions of what happens when you get tetanus. The second has the same core information, but is less graphic.
Unsurprisingly, students who got the graphic pamphlet (the “high-fear” condition in the study) said they were more likely to get a tetanus shot.
But only 3% of students (in either group) actually got the shot.
In a follow-up study, Yale researcher Howard Levanthal handed out the same pamphlets – with a small change. For one group of students, he included a bit more information:
- A map of campus with the student health center circled
- A list of times when the tetanus shot would be offered there
- A request of the student to plan when they would get the shot and how they would get to the campus health center
Instead of 3%, the number of students who got the shot was 28%.
Even though these students were seniors, and probably knew where the campus health center was, the tiny step of showing them exactly how to get a tetanus shot meant that more than 8x the students actually got shots.
You can make your long blog content good by giving your blog readers exact instructions on what to do next.
Our post on what to put in a welcome email series is an example of how we did this at ActiveCampaign.
This post gives people exactly what they need in order to create their own welcome series.
Giving people exactly the information they need also leads to people actually reading your posts – and helps you grow a business through content marketing.
This post is a good example. Here’s how it performs:
- 9,365 visitors since being published (mostly from Google), with 1,333 in the last 30 days:
- Ranks #1 for 19 keywords, including “welcome email series” (according to Moz)
- When we offered it as gated content, it contributed 2200 leads in 28 days (a 3.2% conversion rate). As of writing, conversion rate has increased to 4.5%.
- We created a landing page to offer a downloadable version of this post. When we sent paid traffic to that page, the traffic converted at 15+%
Because this post has a great, specific, exactly-what-you-need value proposition (“here are 6 emails”), it converts well and is our top-performing lead magnet.
It also gets tons of positive feedback when shared.
ActiveCampaign’s post on welcome email series is nearly 6,000 words long – but it also gets tons of positive feedback because of how much detail it includes.
2. Choose a really specific question and answer it fully
What’s the difference between these claims?
- “Sales made simple” vs. “You hate guesswork and busywork — so we made sales less work”
- “Affordable time tracking payroll software” vs. “The only time tracking tool that pays for itself”
- “Break through native reporting limitations” vs. “Get the reports your CRM can’t give you — without the headache it does”
The first version of each message is vague. The second is more specific – and uses voice of customer language (more on that in a moment).
You can set your content up for success by getting really specific about the questions you answer. Which is more compelling?
- A Guide to CRM Automation
- CRM vs. Email Marketing vs. Marketing Automation: What’s the Difference?
There’s a place for the first type of content. But the topic “CRM automation” is so huge that you can’t possibly answer it completely in a single post.
The second topic is much more manageable. By narrowing the scope of what you write about, you can give a better answer to your readers!
(You’re also more likely to rank in search engines; more on that in the sections on search).
An example of a post targeting an extremely specific question, identified through some tricky keyword research.
How do posts like this do?
This post was first optimized for the phrase “crm vs email marketing,” which is only searched 10 times a month.
The post ranks first for that phrase, but also…
- Brought in 321 visitors from in the last 30 days (much more than “should” have been possible based on normal keyword research)
- Ranks for 135 keywords generally related to CRM and email marketing (according to Moz)
- Pulled in the single largest customer from content in the entirety of 2019
Getting specific with your content is another way to give people exactly what they need (method 1). It let’s you give in-depth answers to their questions – so that they don’t leave your website to look somewhere else.
3. Use voice of customer language
A rehab and addiction therapy center tested two headlines: Can you guess which one won?
- “Your Addiction Ends Here”
- “If You Think You Need Rehab, You Do”
The second headline absolutely crushed the control – leading to 400% more button clicks and a 20% increase in form submissions (even though the form was on a different page).
This headline, pulled from audience language, increased clicks by 400% (Source: Copy Hackers)
Here’s the kicker – Joanna Wiebe, the copywriter on this project, didn’t write this headline. She took it straight out of the mouths of Beachway’s audience. In this case, the phrase appeared in an Amazon review of a book about addiction.
When you use the exact words your audience uses, your audience feels like you understand them.
You’re also easier to understand – it’s harder to use big words and other jargon if you’re focused on audience language. The best-titled psychology paper of all time – Consequences of Erudite Vernacular Utilized Irrespective of Necessity: Problems with Using Long Words Needlessly – showed that using a bunch of big words actually makes readers think you’re less intelligent.
In his book Pre-Suasion, legendary psychologist Robert Cialdini argues that self-relevance is one of the three ways to hold attention. Using the words your audience uses makes your content feel relevant to readers – and get them to read all the way through.
At ActiveCampaign, we think about voice of customer language any time we write anything – including when we write about copywriting.
This post on how to write research-based copy is also filled with research-based copy (and got noticed because of it).
When you do voice of customer research, you naturally:
- Find more specific questions to answer
- Give people exactly what they need
- Identify relevant keywords for SEO
…all of which help boost your content marketing results.
Here are some resources we’ve put together on how to find and use voice of customer research:
- The Secret to Writing Great Marketing Copy is Market Research
- How to Do Market Research for Small Business: 8 Affordable Market Research Techniques
- What Market Research Questions Should You Ask Your Audience?
4. Instead of just giving advice, show people why that advice is right
People will read things that they think are interesting. So how do you get people to sit up and think “that’s interesting?”
You can get some answers from sociologist Murray Davis – who wrote a paper appropriately titled “That’s Interesting!”
What, according to Davis, makes an idea interesting?
- An idea is not interesting if it confirms your assumptions
- An idea is interesting if it counters your assumptions
You need your ideas to surprise your audience by challenging something they believe.
You can get people interested in your content by making them think “huh, I never thought about it that way before.”
But there’s a problem – you can’t just lay out surprising advice and expect people to believe you.
“A man with conviction is a hard man to change. Tell him you disagree and he turns away. Show him facts or figures and he questions your sources. Appeal to logic and he fails to see your point. We have all experienced the futility of trying to change a strong conviction.” – Festinger, Riecken, & Shachter, 1956
People will argue against ideas they disagree with. Research shows that they argue – even if their original beliefs are based on inaccurate info that they know is inaccurate (Anderson, Lepper, & Ross, 1980)!
Worse, arguing against someone’s strong beliefs can cause the “backfire effect” – which actually leaves them more convinced of their beliefs than when they started (Nyhan & Reifler, 2010).
Psychologists call this effect “belief perseverance” or “motivated reasoning,” but there are ways around it. Most importantly, people still need some evidence to justify their own beliefs.
“People are more likely to arrive at conclusions that they want to arrive at, but their ability to do so is constrained by their ability to construct seemingly reasonable justifications for these conclusions” – Kunda, 1990 (emphasis mine)
All of this means that you can get people interested in your content by…
- Challenging a medium-held belief in your audience instead of a strong belief. Bonus: Target a self-limiting belief that your audience doesn’t even want to have.
- Giving incredibly detailed explanations (like all these psychology studies) to flood people with the evidence that supports your position
Instead of just giving advice, show people why that advice is right. A great example of how we did this at ActiveCampaign is our 6,500+ word guide to writing landing pages.
This post on how to write a landing page shares dozens of studies and expert quotes to support its ideas.
The landing page guide focuses on a principle called the Rule of One – and lays out evidence for each of the four components of the rule.
Here’s a list of the evidence for the “one offer” portion of the Rule of One (i.e. every landing page should make exactly one offer):
- An expert quote from Peep Laja, founder of CXL
- A reference to Hick’s Law (decisions take longer when there are more options)
- A study showing that even doctors make worse decisions if they have more options
- A TED talk (and book reference) by the renowned psychologist Barry Schwartz
- A reference to Steve Krug’s design textbook “Don’t Make Me Think”
- Expert insight from Aaron Orendorff, founder of iconiContent (previously at Shopify)
- Expert insight from Neville Medhora, founder of Kopywriting Kourse (previously at Sumo)
- A case study of an email clickthrough rate A/B test
Instead of just giving advice, we gave advice backed by 8 separate pieces of evidence – and that was for just 1 of the 4 pieces of the Rule of One!
Use ActiveCampaign content marketing templates to make it easier to grow your blog
Managing a blog is difficult, but having a clear process can make it easier. To grow your blog, you’ll need to create more, higher-quality content – and we put together some tools to help you do just that.
These free content marketing templates make it easier for you to focus on creating great work. The templates include:
- Keyword research and outline template
- 23-point editing checklist
- SERP analysis checklist
- Blog scannability checklist
- 4 proven email outreach templates
- 11 ways to practice content writing
- Small moments of excellence checklist
These templates show you how to organize your keyword research, how to analyze search results for SEO, how to create blogs that are easier to read, how to promote your blogs – and everything you need to grow your blog faster.
Why you should focus on getting traffic from search engines
If you Google phrases like “how to grow your blog” or “how to get traffic to your blog” or “how to promote your blog,” you’re going to come away with a looooooong list of blog promotion tactics to try. That list will probably include things like…
- Post to Facebook!
- Post to Twitter!
- Post to Instagram!
- Post to Quora!
- Post to Forums!
- Post to Pinterest!
- Post to subreddits on Reddit!
- (Sensing a theme yet?)
- Post to WT.social (this is a new one)
- Add social share buttons!
- Add click to tweet!
- Pitch bloggers with cold outreach emails
- Send blogs to your email list
- Set up an autoresponder to promote posts to blog subscribers!
- Add links to your blog subscription confirmation page!
- Post in online communities!
- Do newsjacking
- Repurpose your blog content into every other type of content! (Videos, webinars, SlideShare, infographics, Medium posts, podcasts, ebooks)
- Write guest posts
- Do…something…with influencer marketing
- Facebook ads are an option
- Quuu promote
- RSS feeds? What year is it?
- Host a virtual summit
Phew. Is anyone else exhausted?
Lists like this make it seem like every blog promotion tactic is equally important.
But…they’re not. At all. In fact, most successful blogs get most of their traffic from just a couple of places. Even if they start using some of these other tactics, those tactics only work because the most important sources of traffic help build an audience (that you can promote to).
Instead of trying to check off an endless to-do list of the latest blog promotion tactic (Snapchat promotion? Is that a thing?), focus on the 1 or 2 sources of traffic that make the most sense for you.
And the biggest traffic source of all is Google.
As this section will show you, traffic from search engines, especially Google, is the largest and most accessible source of website visitors available. If you want to reach a lot of people, organic search traffic is the way to do it.
Note that you might want to take a different approach in some situations:
- You’re a consultant or freelancer, and only need to convert a small number of people to run your business
- Your customers are executives, who are less likely to turn to Google for answers to their problems
- You’re in a new industry, and no one is searching for things related to your product yet (although pain-point SEO might still help)
- You really, really need to reach a lot of people (like, multiple millions), in which case a huge PR campaign or TV ad spend are probably most efficient
- There’s a more efficient channel for your business (networking, promotion of content in communities, etc.)
Still, if you need to reach a high number of people with content, search traffic is the most accessible source of people.
Because the Google numbers are staggering.
Research from Rand Fishkin (using a Jumpshot data set that I am frankly jealous of) showed that Google refers 57.8% of all traffic in the sample.
Google refers 10x the traffic of the second place referrer. (Source, SparkToro)
Rand looked at all traffic to all types of pages – not just blog posts.
Is search traffic really the biggest source of traffic? People do use social media, right?
Survey research from HubSpot shows that search engines are the top source of “news, business, and lifestyle stories,” with 52% of consumers saying they turn to search engines for information.
How do people come across blogs? Google and other search engines are the top source of news. (Source, HubSpot)
In this research, social media isn’t as far behind search engines as it is in Rand Fishkin’s research.
That’s probably because, as survey research, this study couldn’t look at where real-life traffic comes from – people in the study probably do use their Facebook feed a lot, but that doesn’t mean they click on links and go to websites.
What do the traffic numbers say? Research from BuzzSumo’s Content Trends Report shows that traffic from Facebook decreased in the 2017-2018 period.
As Google referral traffic rose, Facebook referral traffic declined. (Source, BuzzSumo)
The BuzzSumo Content Trends Report also comments on the decline of social sharing:
“We took a random sample of 100m posts published in 2017 (Jan to Nov) from the BuzzSumo database and compared the level of social sharing to what we found in our 2015 study. We found that median shares have fallen from 8 in 2015 to just 4 in 2017.
We should also note that at BuzzSumo, we focus on shared content, and we frequently do not index content with zero shares. Thus our data is biased towards posts that are shared. Despite this bias in our sample, 90% of the content gained less than 62 shares.”
BuzzSumo’s research shows that social sharing is on the decline.
Social sharing is down, but does that affect how many people find blogs through social media? Unfortunately, blogs tend not to make their analytics public – but fortunately there are a couple of sources of information we can lean on.
Hiten Shah researched where blogs get their traffic. He looked at blogs with different levels of traffic to see which sources of traffic drove the most visitors – and how sources of traffic changed based on the size of the blog.
- At fewer than 150k yearly visits, traffic sources were mixed
- From 150k to 1.5m yearly visits, traffic is mixed, but search traffic begins to pick up
- From 1.5m to 3m yearly visits, search share increases (though there is still a mix)
- From 8m to 15m yearly visits, search is by far the dominant source of traffic
At higher traffic levels, traffic tends to come from organic search. As you look at how to grow your blog, consider how your source of traffic will change. (Source, Hiten Shah)
Search makes up more traffic as blog traffic increases – because search is where most of the people are! It’s harder for small sites to show up in search results, but search will become a bigger percentage of your traffic as you grow your blog.
Also important – the sources of traffic that make sense for you might depend on your industry.
In Hiten Shah’s research, he points out that some industries (like software) are more likely to get traffic from organic search than other channels:
“Software blogs that have built huge traffic of 8M+ yearly visitors have done it by winning with organic search. They receive at minimum 3x the traffic from organic search than any other channel of traffic.
In contrast, a big media site like Buzzfeed gets 5x more social traffic than search traffic because Facebook is dominated by news and entertainment content. Personal blog C gets about half of its traffic outside of search.
But software blogs aren’t places that people habitually go to on their own, nor does SaaS content really fit with what people want to read when they’re hanging out on social media. Rather, SaaS blogs get large-scale traffic when people look up specific problems on Google and find that the company blog has the answer.”
Jimmy Daly ran SaaS content at Vero and Quickbooks. He argues that organic search is critical for blogs that want to grow – for software blogs especially, but also because search success leads to success in other areas:
“The first thing nearly all SaaS blogs should do is aim for 50% organic share. Keep in mind that we measure organic share across the entire site, not just content. It’s likely that content will be the main driver of traffic growth, but that should lift the organic presence of the homepage and product/feature pages. If you aren’t at 50% yet, that’s your next goal.
In order to scale—and we mean really scale, like 250,000 monthly pageviews and beyond—you will need to increase organic share. Search traffic scales in a way that social, email, paid and referral traffic simply can’t. Large SaaS sites all rely on this same mechanism for growth.”
In a case study of AdEspresso’s traffic growth, Daly elaborates by explaining that organic search traffic is actually a good way to figure out if your blog as a whole is successful:
“The pie charts below show that AdEspresso’s organic presence has been steadily increasing. What it doesn’t show is that traffic from other sources has been increasing as well. This trend is typical of sites with strong organic growth. As search traffic increases—perhaps the most important indicator of a site’s overall health—other sources begin driving more traffic as well. More people follow the brand on social media, subscribe to the newsletter, and go to the site directly. Organic traffic grows faster, hence the pie charts below, but it’s a tide that lifts all ships.”
Although all traffic sources increase substantially in the studied period, organic traffic increases fastest. (Source, Animalz)
Search is by far the largest source of traffic to blogs. Of course, ranking in search results isn’t always straightforward. How can you get blog traffic from organic search?
How can you optimize your blog posts for search engines?
You can optimize your blog post for search engines by choosing a great primary keyword, finding phrases that show your page is relevant to the overall topic, and studying search engine results pages (SERPs) to understand what kind of content to create.
Let’s talk about how to do each of those things.
Search engine optimization (SEO) is an entire industry, and there’s so much to learn that coming into it for the first time can be overwhelming.
Plus, you’ll get a ton of advice about things you “absolutely must do for SEO” (don’t worry, you don’t have to do most of it). That list includes stuff like…
- Install a WordPress SEO plugin, like Yoast
- Optimize your meta title and meta descriptions
- Make sure your posts are mobile-friendly
- Use pagespeed insights to make your page loading times faster
- Do link building to build up your domain authority
- Do internal linking between your blog posts to improve crawlability
- Make sure all of your images have alt text and optimized image file names
- Use short URLs for all your posts
- Include keywords in your H1s, H2s, and H3s, and in your title tag
- Submit a sitemap to Google and use Google Search Console to check your crawlability
These aren’t necessarily bad advice – but they give you too much to think about. And most of the results you can get from search engines come from doing 1-3 things really, really well.
You can follow these simple onsite SEO best practices from the list above (to get most of the way there):
- Make your URLs short, and include a keyword (WordPress, Squarespace, and other website builders make it easy to change URLs)
- Once you have your primary keyword, put it in your headline and throughout your post
- Make sure your posts are crawlable by Google (i.e. Google can see them). An SEO plugin like Yoast can manage this for you, so that you don’t need a developer.
Outside of those, there are three things you can do to give your blog posts the best chance of getting traffic from Google. Best of all, you can do them even if you aren’t an SEO expert.
Here are the three most important blog SEO practices:
- Choose a primary keyword based on “pain-point SEO”
- Find related phrases that show Google what your post is about
- Study what already shows up in Google, so that you know what to write
1. Choose a primary keyword based on “pain-point SEO”
What problems can you solve for your customers? What do you hear them complaining about the most?
People search for answers to those problems. All you need to do is figure out how they phrase those searches. With pain-point SEO, you can rank for those phrases even if you have a small website – because most other writers don’t put in the work to find real audience problems.
You’ll notice that we didn’t optimize this post for the word “blogging.” Instead, we focused on a more specific phrase: “how to grow your blog.”
Here’s how to find the primary keywords for your blog posts – the phrases to include in your URL, headline, and throughout your content:
- Find the problems that your customers complain about most often
- Start listing out some possible phrases that someone might search to solve those problems
- Run those phrases through a keyword research tool to see if people search for them
- Repeat until you find a phrase you like
The first two steps are mostly brainstorming – no fancy SEO tools required. You can find the problems that your customers complain while finding voice of customer language (from the sections above). This post shares some ideas on how to do that. Here’s a short list:
- Talk to your customers on the phone
- Talk to a sales team (if you have one)
- Look through emails that your customers send you, and pull out common phrases
- Look at reviews for your product, similar products, or books (on Amazon) that solve similar problems
- Mine online forums (and sites like Quora and Reddit) to find common questions
- Use a tool like Answer the Public to see what questions people ask
Once you have a list of pain points and some phrases to try, run them through a keyword research tool. Common keyword research tools include:
- Google Keyword Planner
At ActiveCampaign, we mostly use Moz for our content keyword research. If you want to grow your blog fast, a paid keyword tool like Moz, Ahrefs, or SEMrush is your best bet.
But if you’re just getting started or otherwise don’t want to spend money on a tool, Ubersuggest is a free resource you can start with.
Putting in your keyword shows you how many people search for it every month, how hard it is to rank for, suggestions for other keywords, and other information. (Source, Ubersuggest)
Put each pain point phrase you’ve collected into your keyword research tool. Are people searching those phrases? Is the difficulty score low? Do any of the suggested keywords look promising?
(Note: You don’t need a lot of people to be searching these phrases. Even 10 searches a month can be enough, for reasons covered in the next section).
If you invest in a paid SEO tool, you can add another step: When you check each of your phrases, you can put in the URL for the top-ranking page – to see what other phrases that page ranks for.
Here’s what that looks like in Moz.
Putting in the top-ranking post for your target keyword lets you find other phrases you might want to target with your blog posts. (Source, Moz)
If you try this, you’ll usually find that the first few keywords are closely related to the main keyword (“how to grow your blog”).
But if you scroll down, you’ll find related phrases that could be good primary keywords – or ideas for new blog posts!
In this example, I found phrases like “how to attract more readers to your blog,” “how can you make your blog popular,” and “find readers for your blog” – all of which are different ways to ask the question, “how do I grow my blog.”
Go through this process until you find a keyword that makes sense for the blog post you want to write. Now you have your primary keyword!
2. Find related phrases that show Google what your post is about
How does Google figure out what your blog posts are about?
There’s a nerdier, more detailed breakdown of the answer in the next section. The short answer is: by looking for phrases related to the main topic.
If you wanted to write about a topic like “what are the different types of CRM,” you would want to include keywords related to that topic. A quick search in Moz gave me a list that includes phrases like:
- Types of CRM
- Strategic CRM
- CRM examples
- Operational and analytical CRM
- Types of pipelines
- CRM benefits for sales reps
- CRM categories
- Types of relationship management
All of those phrases are definitely related to the topic “types of CRM,” so it’s worth including them in your post.
But what would a CRM expert write about this topic?
CRMs are usually used by sales teams, so a CRM expert would probably mention things like sales pipelines, contact management, cold outreach emails, and phone prospecting.
Google wants to show results that are most relevant to the overall topic – and a “types of CRM” page that includes those other (expert) phrases is more likely to seem relevant to Google.
In Google’s Search Quality Evaluator Guidelines, they talk about E-A-T (Expertise, Authority, Trustworthiness).
Google wants to show high-quality, relevant content. E-A-T aren’t “ranking factors” on their own, but Google uses their algorithm to try and show people content that has high expertise, authority, and trustworthiness. (Source, Google)
Fundamentally, the logic looks like this:
- An expert is more likely to use all of these related but hard-to-find phrases
- Therefore, Google uses those phrases to guess the level of expertise of a blog post
- If you include those phrases, Google is more likely to think your blog is relevant to the topic
How can you find those hard-to-find phrases?
By looking at the posts that are already ranking! That’s what ActiveCampaign did when we wrote our very own post about “types of CRM.”
This post ranks second for the phrase “types of CRM,” and is a great example of semantic SEO in action.
With this post, we couldn’t quite take the top spot in Google (although our post still brings in about ~130 readers per week). That’s actually what makes it a great example – the top spot on this search engine results page is intensely optimized.
Take a look at some of the phrases that appear in the top-ranking post. See if you can spot the examples in the last paragraph.
This post ranks first (and has a featured snippet) because it includes so many phrases related to the overall topic “types of CRM.” Can you spot the examples in the last paragraph? (Source, Techonestop)
The information in this post isn’t great. If Google gets smarter about measuring content quality, this post might suffer (and for our post, we chose to give more in-depth, higher-quality information).
But for right now, the related phrases in this post show Google that this post is relevant – so it’s at the top of the search results.
How can you do this?
- When you optimize blog posts, scroll through the top-ranking posts for your keyword
- As you read, put together a list of phrases that keep showing up
- When you write, include those phrases
If you do this well and keep your content quality high, Google will see that your page is relevant. And because you’re speaking Google’s language, it should also future-proof your SEO.
3. Study what already shows up in Google, so that you know what to write
Even if a keyword seems relevant to the topic of your post, it might not be.
Before you write a word of your blog post, you should Google your keyword to see what else shows up.
Originally, the keyword for this post was “how to increase blog traffic.” But when I Googled that phrase, most of the content wasn’t what I wanted to write about.
Everything that shows up for this blog post is some kind of listicle. In order to rank for this phrase, I would need to write a listicle too.
I wanted this post to be about how to get more people to read your blog, but I didn’t want it to become a list of content marketing tactics to try – because I think you only need 1-3 methods that work (instead of an overwhelming to-do list).
When you Google your keywords, you’ll probably come across some similar themes:
- A lot of “what is [keyword]” posts
- Listicles with high numbers (e.g. “67 ways to do [keyword]”)
- Listicles with low numbers (e.g. “6 ways to do [keyword]”)
- Case studies or examples
- Ultimate guides
- “How to” posts
There are other types of SERPs, but those are the most common.
Looking at what currently ranks helps you understand the “searcher intent” – what type of content people are looking for when they search your keyword. Unfortunately, if you write a “how to” post for a keyword with mostly listicles, you won’t get much traffic.
An example from ActiveCampaign – we refreshed the content on our blog post about “abandoned cart emails,” so that the post was closer to what people were searching for (examples of abandoned cart emails).
The post had been live for a little over a year, and was getting 22 visitors per week. After the update, traffic climbed until it hit 1,000 visitors per week.
This post about abandoned cart emails was updated on June 21, 2019 (the red arrow). After matching searcher intent more closely, traffic to the post skyrocketed.
Once you know your primary keyword, Google it to make sure that the blog post you want to write is a good fit for the SERP. If not, consider changing your content or looking for another keyword.
Why does this approach to SEO work? Warning, nerd alert: optional nerd info ahead.
You can get organic search traffic to your blog post by…
- Choosing primary keywords based on your audiences pain points
- Finding hard-to-find phrases that help Google understand what your blog post is about
- Glancing at search engine results to make sure your content matches searcher intent
Why does this work?
This section – which is optional – covers the reasoning behind this approach to blog SEO.
Specifically, we’ll cover…
- Why most searches are unique (and what that means for your content)
- How Google understands what pages are about
1. Why most searches are unique (and what that means for your content)
Way back in 2009, Moz reported that most searches are long-tail searches. That is, even though individual phrases don’t get searched that often, people search for so many phrases that long-tail searches still account for about 70% of all monthly searches.
Most people search phrases that don’t get searched very much. But because there are so many people, those “low volume” phrases collectively account for most searches. (Source, Moz)
Head terms vs. long tail is the difference between someone searching “landing page” or “how to build a landing page” and someone searching “how do I attribute revenue to people who convert on my landing page?”
If this research is from 2009, doesn’t that make it incredibly outdated? The last decade has seen major changes to Google – but this research is still relevant because it’s about what people search instead of how Google works.
Most searches are unique, or close to unique – meaning that the exact sequence of words that someone literally enters into Google doesn’t get searched very often.
Because searches are unique, there probably isn’t a specific page that exactly answers every search – but Google still needs to show people something.
What does Google do when someone searches a phrase that doesn’t have a clear answer anywhere on the internet?
None of the results on this search engine results page (SERP) actually answer the question. And yet – Google still shows results on this SERP.
Google won’t give you a blank search result unless it absolutely has to. When someone searches a query that doesn’t have a clear answer, Google gives its best guess.
Warning: Google patents ahead.
At ActiveCampaign, we dug deep into Google patents to understand what Google shows for these long-tail phrases.
You don’t need to read the Google patents listed here – but here are some of the big ideas we learned from reading them.
- The Google patent “Obtaining authoritative search results” (summary of the patent here) implies that, if Google cannot find an authoritative page for the searched query, it may pull from related searches. This is what’s happening in the landing page attribution SERP above.
- A second patent, “query augmentation”, suggests that Google uses the performance of content in search for one query as a signal for other, similar queries (summary of the patent here). That is, if content does well for one search term, it probably also does well for other search terms.
What does that mean not in search-engine speak?
- If Google can’t find a good post to show for a search, it will pull the top-ranking posts from similar searches
- If a post ranks well for one search term, it will probably also rank well for other search terms
One piece of content tends to appear in search results for multiple queries.
If this is true, you should see posts that target low-volume phrases pull in much more actual search traffic than you’d guess from the keyword research.
Moz reports that the phrase “welcome email series” is searched 51-100 times per month.
In October 2019, this post pulled in 1,496 users – nearly 15x the search volume for the phrase. When the post was published, Moz reported just 50 searches per month.
Although most content marketers don’t target this type of keyword, there are a few people on the cutting edge of this.
- Benji Hyam of Grow and Convert refers to this approach as “pain-point SEO”
- Wil Reynolds of Seer Interactive tells clients “I’m going to target keywords that have zero search volume” (he shared this insight at Content Jam 2019)
- Ryan Law of Animalz argues that “low-volume keywords have high volume in aggregate”
Even though a phrase like “how do I attribute revenue to people who convert on my landing page” doesn’t get searched very often, there are a LOT of people trying to solve the problem – figuring out how much money they make from landing pages.
If you write a blog post that answers that question – and optimize it so that Google understands – you should be able to snag up more search traffic than you expect.
2. How Google understands what pages are about
The broad approach to predicting site quality, as detailed in this Google patent.
When someone puts a search query into Google, Google looks for pages on the Internet that include that query. Then it looks for other phrases that often show up on those pages.
After that, it takes those new phrases and does the same thing – look for pages that include the related phrase, then see what other phrases show up.
And again, and again, and again.
This is, generally speaking, the approach that Google takes to understanding content: “What pages does this phrase appear on, and what else usually appears on those pages? If a page has a lot of those things on it, it’s probably related to the phrase.”
A search algorithm like Google uses natural language processing (NLP) to understand the overall topic of a page. NLP is a branch of linguistics and machine learning that lets computers make connections between different words.
The mechanics of exactly how Google understands pages are complicated, and it probably takes engineering experience to really dig into. The content marketing team at ActiveCampaign isn’t full of machine learning experts, but we did look at these patents to inform our SEO strategy:
- Patent: Predicting site quality. Written summary here. Patent discusses using n-grams to break down a web page and create a language model, “wherein the phrase model defines a mapping from phrase specific relative frequency measures to phrase specific baseline site quality scores.”
- Patent: User-context-based search engine. Written summary here. Google, given a query, looks at all pages for that query. Then it looks at other phrases that often coincide with the original phrase, then looks at those phrases…and so on, recursively, to create a context vector that quantifies the relationship between words.
- Patent: Phrase-based searching in an information retrieval system. Written summary here. As with the previous patent, this patent appears to focus on understanding how phrases are related to each other. From the abstract: “Phrases are identified that predict the presence of other phrases in documents.”
- Patent: Re-ranking Resources Based On Categorical Quality. Written summary here. Google likely can identify the category of interest from some search queries. Rankings can change based on category, with resources known to have high quality for a particular category prioritized. Note that this presupposes the ability to identify intent (and the patent holder has a background in intent research).
If this looks like gibberish, don’t worry! The linked summaries are a great resource – but the rest of this post has also explained how you can find related phrases to give Google the info it needs (so you don’t need to read the patents unless you really want to).
Conclusion: How to grow your blog
When you build readership to your blog, the value isn’t the blog – it’s the readership.
This post shows you how to grow your blog. You can grow your blog by:
- Writing long-form, detailed answers to really specific questions
- Optimizing your blog posts for search engines, the largest source of traffic
If you run your own business or have your own blog, that’s great! You’re all set.
If you’re a content marketer or you run a company blog, you may still need to convince the rest of your company of the value of content marketing.
That’s what Robert Rose is talking about above – to communicate the value of content marketing, work to make people understand how helpful it is to have an audience that you can access whenever you want to. We’ve written about how to measure content marketing here.
Sean Blanda is a strong advocate of creating a publication for your business – a concrete, branded content marketing program that you can use to build your audience.
At ActiveCampaign, we grew our blog from 8,765 monthly visitors to 119,037 visitors by building long-form content optimized for search engines.
Stay tuned for what’s next.