Email Marketing 101: How to Use Email Marketing to Drive Traffic

Featuring different products, news, updates, and event info, email newsletters are a quick and easy way to get info you need to all of your subscribers at once, while encouraging them to take action. Twenty percent of marketers say their business’ primary revenue source is from email operations. Luckily for us, there are several different ways marketers can help guarantee actions taken from email campaigns, as well as to help drive traffic.

Since m​ore than half of marketers plan to increase their email marketing budgets this year, now is the time to revamp email marketing campaigns and take actions into our own hands. Pay attention to the tips below to help increase traffic using email marketing.

W​hat’s the Perfect Size Subscriber List?

There isn’t one! Everyone’s subscriber list should be unique to their demographic, products, and services. For example, having a subscriber list of only 100 people, all of whom voluntarily submitted their email address at an event, can produce more opens and traffic than a list of 10,000 subscribers from a purchased list.

T​his doesn’t mean having a large subscriber list is a bad thing. It means the email newsletters you produce for a large list size requires more captivation with the design and content of the email, as well as quality subscribers. Since the purchased list of subscribers haven’t engaged with your business before, or perhaps just briefly heard of you, the email newsletter has to captivate and encourage all 10,000 subscribers to open, click, and forward. Whereas, the smaller list of subscribers who met your business at an event and created a personal relationship is more likely to not only open the email, but engage and drive traffic to your website.

Why Won’t Anyone Open My Emails?

Every morning as I sip my tea I organize my inbox, deleting “Spam”, prioritizing emails and filtering the rest. The quickest way for me to declare something as spam is when I notice who it’s from. Another promo from Chili’s is going straight to the spam folder, unless I was craving a Cadillac Margarita that day. The subject line of an email is another way I define what is spam, trash, or saved for later.

dilbert-problems-with-emailImage Source: Ving

When crafting the perfect email, use your personal name associated with the business name as the “From”. Real names like John Smith are less likely to be categorized as spam than Chili’s and also more likely to be opened if they make it to the inbox.

Regarding the subject line, include something catchy without saying too much. The whole point of the email is for it to be opened, read, and digested. M​ailchimp​ suggests these tips when crafting the perfect subject line:

  • Add a local aspect in the subject line, including a local hot spot or location.
  • Never repeat the same subject line. Always try to create a more captivating subject line than the last.
  • Promotional emails can come across as spammy. Avoid any promotional or sales-­like phrases in subject lines.
  • A lengthy subject line gets cut off and is distracting. Keep the subject line around 50 characters so it is short, sweet, and easy to read.

How Can I Personalize Each Email For Traffic?

We all know the emails coming from Geico aren’t created​ just for me.​ T​hey are generalized emails that touch on a trending topic, new service provided, or some general update. To help filter this type of corporate feel for subscribers, it’s important to personalize the email as much as possible. Taking the time to do this will help ultimately drive traffic from your email to your website. Some items will take additional time, like adding specific paragraphs directed to specific subscribers, whereas things like form fields can be automated.

Beginning an email with “​Hi, Person’s Name” ​is one of the many tactics you can setup to help increase traffic and engagement from an email. Email marketing programs like Mailchimp and Constant Contact have codes that automatically insert the subscriber’s name to help personalize the body of the email. Seeing their name at the beginning of an email from a big business gives a subscriber a personal feel, one that can lead to action.

Why Won’t My Subscribers Take Action?

Sure, your email layout is designed beautifully, it’s personalized and the content is impressive, but have you included any links? Are there any call-to-actions? There’s an initial reason to send out a mass email to subscribers, whether it’s to increase sales, generate traffic, new followers, or email virality. Depending on the goal there’s multiple ways to include interactive features in the body of an email to help increase results and drive traffic.

1. Insert links everywhere.​ I type this with an equal amount of caution and emphasis. All of the images, buttons, and call-to-actions need to link to a specific page on your website. Every other word in each paragraph does not. Place links where it makes the most sense: buttons, product images, product descriptions, etc. Make it easy for the subscriber to “get more information” and act on the action you’re requesting them to by inserting links.

2. Encourage social sharing.​ Include social media buttons to each of your social pages at the bottom and top of an email. Give the subscriber an opportunity to follow you on a profile they didn’t realize you had while increasing engagement and driving traffic to social pages.

3. Use buttons appropriately. B​uttons are an appealing way to place a call to action. The design of a button help break up sections of text and flags for action. Experiment using different colors for the button background, as well as different size shapes. Some subscribers may react better to large, loud buttons, whereas others prefer simpler designed buttons.

bebe_mobile1Image Source: Newsletter Monitor Blog

4. Share blog posts. B​log posts are a great way to encourage traffic from an email to your website. Include a short snippet with a teaser image to your new blog posts. Keep track of which blog posts receive the most clicks to analyze what kind of posts your subscribers interact with best.

5. Create a sign­up form on your website. T​his is the same idea as having an exclusive landing page for your email subscribers. When they click on a button or link in the body of the email they are redirected to a sign­up form, ultimately bringing them back to your website. Don’t forget to include a call to action aside from the form so subscribers are encouraged to surf around your site while they’re there. This is a great tactic for event RSVPs, as well as product purchases.

6. Send at the right time.​ There’s a right time and a wrong time to press that “Send” button and instantly mail out your newsletter to subscribers. The best time for your subscribers will be determined based on analytics. Try sending out an email at different times of the day to see when it is being opened and engaged with the most. If you’re too afraid to risk a good email with the wrong time, A​merican Express​ recommends sending it between 9am and 12pm.

Don’t Forget About Mobile!

About 7​2 percent o​f US online adults send or receive personal emails via smartphone weekly. That percentage is so high due to the simplicity of checking emails on mobile devices. Whether your subscribers are on the go or looking for something to entertain them, mobile email marketing is where it’s at.

Image Source: Mineful

Make sure whichever program you’re using to design email newsletters offers mobile responsive layouts. You want your email to be just as captivating when opened on an iPhone as it is on a Mac. Adjust images, content boxes, and forms to fit perfectly inside both devices for ultimate engagement and traffic.

Have you had success with mobile marketing campaigns? How are you using emails to drive traffic? Share your success in the comments below!

Why Keyword Rankings Drop & What You Can Do About It

If you analyze your keyword rankings for long enough, you will notice that sometimes, they fluctuate just slightly from day to day. Over the course of a year, you may even notice them possibly slip on and off of the first page of search results. Why do these changes occur? Here are some possibilities:

You changed your landing page URL.

This is usually not an issue that will affect your homepage’s keyword rankings, unless you change your domain name. But when you update a page or post URL, you must redirect it. This will ensure that you keep the link value that you have built towards the old URL.

Redirecting an old URL to a new one will not save or transfer the number of social shares that you have received in the past. If social sharing counts are important to you, either because you like the social proof or because you believe that social sharing counts can have some impact on rankings in search, you will want to strongly reconsider changing any of your popular URLs.

You changed your page’s keyword optimization.

Did you recently update your page’s SEO title, images, or text? Did you change something major, such as switching from one WordPress SEO plugin to another, or changing from WordPress to HubSpot? All of these things can affect your page’s keyword optimization, which could ultimately affect your rankings for specific keywords.

The biggest offender is removing a keyword you are ranking for from the SEO title. If you changed the technology running your website, it could have erased the crucial SEO settings for each of your pages. If that’s the case, go through and check the keyword optimization of the pages that were previously attracting the most organic search traffic.

You lost some good links.

There are hundreds of reasons why you will lose links to your website throughout the years. You might lose some of your best quality links because a website linking to you shuts down, gets penalized and removes many of their outgoing links (or nofollows them), or removes the page linking to you and redirects it to a new page that doesn’t.

This is why link building – quality link building, that is – should be an on-going process. You can’t guarantee that you will keep every link you build, so you will need to continue building great links to your website. If you are gaining a few new high-quality links every month, you won’t have to worry about the ones that you lose.

Monitor Backlinks is a great tool to use to get notified when you gain or lose any backlinks to your website.


If you get alerted to a lost backlink, you can take that as a reminder to go out and build a new one.

An algorithm change affected your rankings.

Each year, there are several significant updates to the Google search algorithm. In this infographic by HubSpot, you can get a quick snapshot of the changes that have happened in the last decade, plus the reasons behind the updates.

history of google algorithm changes

If you think an algorithm change may have affected your website’s keyword rankings, you can find out in one of two ways. First, you can look at the time your keyword rankings dropped and see if it coincides with a specific Google algorithm change. The free Website Penalty Indicator by FEInternational can give you a quick glance at a major drop in organic search traffic versus the time a Google algorithm update took place.


Beneath the chart, you can click the link for more details to learn about the algorithm update and how it might have affected your website in terms of whether it was aimed at content, backlinks, or other elements.

For a more precise indicator, you can try paid tools like the Google Penalty Checker by Fruition, which will connect to your Google Analytics to match organic search traffic dips and Google algorithm changes and across the board penalties.


This tool is free to use for up to two domains and analysis of algorithm changes that happened over three months ago (based on your current Google Analytics data). For more domains or up-to-date penalty checking, you will need to upgrade for a paid subscription.

Once you determine which algorithm change possibly affected your website, it will be your job to fix the issue. For example:

  • If you discover your drop in rankings is related to a Panda update, you will need to focus on creating more quality content for your website.
  • If you discover your drop in rankings is related to a Penguin update, you will need to focus on over-optimized anchor text, a bad link profile, or removing other black-hat SEO strategies from your tool belt.
  • If you discover your drop in rankings is related to a Hummingbird update, you will need to check the context of your page’s content in relation to the keywords the page previously ranked well for.
  • If you discover your drop in rankings is related to the Mobile Friendly update, you will need to ensure that your website is using a responsive or otherwise mobile-friendly design.

While the above covers general areas of focus for each major update, you will want to read specific details about the update that affected you, as some can be industry specific or

Google penalized you.

Algorithm changes are not the only thing that can affect your keyword rankings. In some cases, Google applies a manual action to websites that break certain Webmaster Guidelines.

There are currently 11 official manual action types listed. Here are a few of the common ones, and what you’ll have to do to fix them.

  • You have unnatural links pointing to your website. These can include links you paid for, link exchanges, and others. This manual action requires that you request to have as many unnatural links pointing to your website removed or nofollowed as possible as well. For those that you cannot get removed or nofollowed, you will need to be able to show Google your efforts in attempting to contact webmasters.
  • You have unnatural links pointing to other websites from your own. These can include people paying you for links, link exchanges, and others. This manual action requires that you remove these links from your website or nofollow them.
  • You have participated in spamming to inflate your rankings by creating profiles, forum posts, blog comments, and other social media in order to get links. This manual action requires that you remove as many of these spammy elements from the web as possible.
  • Your website has been hacked and is serving malware and viruses to visitors. This manual action requires that you clean up the hack or malicious code from your website. To prevent it from happening again, you will also want to increase your website’s security.

In order to find out if you have a manual action against your website, you will need to have a free Google Webmaster Tools account. You can create one and connect your website using your website’s Google Analytics code or by logging in to your domain registrar’s website to verify it is owned by you. Then, you will need to keep an eye out for any messages about manual actions. If you do receive one, you can contact Google through Google Webmaster Tools to resolve the issue.

Your competitor outranked you.

Sometimes, a drop in keyword rankings doesn’t signal anything that you have done wrong. It just means that one of your competitors has outranked you in search. When you notice you’ve experienced a rankings drop, head over to Google, turn off personalization, and see where you stand. Peruse the competitors that are outranking you for a specific keyword, then do a little competitive research to discover how they are doing it.

To keep an eye on your competitors to ensure that you’re on top of the latest SEO strategies that are helping them boost their rankings in search, use tools like Monitor Backlinks (as mentioned earlier). It will allow you to keep track of your own links as well as monitor your competitor’s latest links by date.


This will help you easily identify new strategies your competitors are using that you can take advantage of, like guest blogging, local directories, and other tactics.

In Conclusion

As you can see, there are many reasons that your keyword rankings can drop in search. If you haven’t already, sign up for an AuthorityLabs account and start tracking all of your top keywords so that you can take appropriate action to maintain your keyword rankings.

The Realities of Link Building in 2015

Link Building has been one of the major tenants of SEO from the very beginning of the digital era. It continues to be an important ranking factor today. But there’s no doubt that as the search engines have changed so has the process of building valuable links.

We recently had a long conversation about the nature of link building with Alan K’necht, founding partner of Digital Always Media. Alan is a digital marketer with a penchant for analytics. It is his eye for detail and value that enables him to find the path to ROI.

Alan K'necht

AuthorityLabs: How has the process of link building changed over the years?

Alan K’necht: Years ago it was a race for many to grab as many links as possible. No thought was given to what the site giving the link was about or the quality of the site. The total number of links was the only thing that mattered. Then Google and the other search engines started looking at the quality of the linking site. Even with that change we were still only thinking SEO, how site quality affected rank and not about if the link itself would drive traffic.

Now, for the most part, sites should be cultivating natural links that have a realistic chance of driving human traffic. Playing by the rules of an older game will cause you to risk being penalized by the search engines.
AL: How does link building differ from more general influencer outreach?

AK: Influencer outreach is a subset of link building. With it, you hope an influencer will talk about your brand/product in many different ways, most likely via Twitter, G+, and Facebook, when talking to people. If you’re lucky, they might create either a blog post or published article with a link to you in it. When on a purely Link Building assignment, your goal is to find existing web pages where it’s appropriate to have a link to your site or product and get people to publish reviews of the same.

AL: How do link building KPIs and budgets need to reflect the changes in link building strategy?

AK: The old KPI was basic how many links were you able to obtain with X hours of effort. The it became, using page rank how many links on pages of page rank Y were you able to get in X hours of effort. Now link building success should be based on how much traffic, sales, leads were generated from the links you were able to obtain in X hours of effort. There is a far less emphasis on the SEO factor, of course, you can’t judge the quality of link until you get it, so Hours Spent/Link is still a critical KPI.

Bugeting also has to change. Obviously, the amount of time to gain one quality link takes much longer, but you can’t just offer to pay for the other writer’s efforts. Expenses involved in link building would have to include advertising on the right sites, event sponsorships, cost of samples, and other things that actually fall under the marketing heading rather than pure SEO.

AL: How does content marketing play a role in link building efforts?

AK: Content marketing plays a role, but it’s not a direct way of obtaining long term high quality links to a site. What it does achieve are many short term links (Twitter) that drive initial traffic. On social sites similar to Facebook, Reddit, G+ etc. they generate links, shares, pluses that give the content a temporary boost within the social application and thereby drive traffic to the content. While not providing specific long term benefit from an SEO perspective, content that resonates with a community creates the conditions to gain a permanent public link on a quality long term application that a search engine values.

AL: How do you see SEO, link building, influencer outreach, and content marketing continuing to morph in the next 5 to 10 years?

AK: I think we’re already seeing the future today but it will become more refined. Services like Klout which provide the opportunity to put product into the hands of influences (both on Social and the web) will become more critical for big brands reach out to an ever growing number of unpaid brand advocates, who’ll be thrilled to receive the sample and will chat it up thereby spewing links across many channels and when the dust settles, with a bit of good fortune a few extremely high quality and long lasting links will exist.

Also, as mobile becomes the major way people access information, obtaining links on appropriate mobile applications at the right time has become critical. For this work, these will have to be paid links that are targeted by geolocation data plus the users previous expressed interests as  recorded by the app or the device.

Time for you to weigh in on the debate. How do you feel about the questions we put to Alan? How are you adapting your link building campaigns to the much more complicated world of search today?

SEO Audits – AuthorityLabs HoA Recap, Video & Podcast

This episode of the #Authority HoA was originally streamed live on July 22nd with featured guests Annie Cushing of, Alan Bleiweiss at Alan Bleiweiss Consulting, and hosted by Melissa Fach, produced by Michelle Stinson Ross, and color commentary from AuthorityLabs CEO, Chase Granberry. Below we a have a quick written recap, the video and a podcast from the hangout.

We asked some questions we thought would help businesses:

  1. Can you explain to business owners out there what audits are and why they are needed?
  2. Does every business with a website need an audit, or just businesses that know there’s a problem?
  3. What size businesses would you recommend invest in audits? Are they affordable for all?
  4. What recommendations would you have for businesses for when to do an internal audit and when to have an independent auditor?
  5. The failures that you see, how many of those could be avoided if different departments were working together?
  6. How often should businesses invest in audits and is the number if audits needed influenced by algorithm changes?
  7. What are the 3 most common mistakes you see on a regular basis?
  8. How should businesses choose someone to perform and audit for them?

We also had viewer Q&A for the last half hour of the hangout so check out the video or listen to the podcast and tell us your thoughts in the comments.

Video and Podcast


Our Next Hangout, August 5th, 11 am EST

Be sure to mark your calendars now and join us for the next #AuthorityHoA to discuss Marketing with Periscope and Optimizing Content with Andreea Cojocariu and Madalyn Sklar.

How To Make Your Business Mobile: Part 2

MobileWhen it comes to mobile marketing, don’t be afraid to think outside the box. There’s the most basic and mandatory ways to update your mobile marketing, which we discussed in Part 1 of How to Make Your Business Mobile, and then there’s ways to take it a step futher. Mobile-responsive websites, local search, and mobile ecommerce are all foundations of any mobile marketing strategy, but there are even more options to explore to enhance your overall mobile presence. Rethink your brand’s mobile strategy by adding these steps to your marketing plan.

Design Mobile-Friendly Downloads

Including mobile-friendly downloads gives customers the option to access your product and service from anywhere: desktop, tablet, and/or mobile. Products like ebooks can easily be made mobile-friendly with a downloadable URL that stores the book directly into a phone’s book app section. Alexa Jean Fitness is a great example of this process.


Although I don’t work for her, nor have I ever seen a background look at her business model, anyone with a marketing eye can easily follow her mobile sales funnel from the beginning. Here’s a breakdown of her simple, yet effective, mobile sales funnel using Instagram:

  1. Customers follow her on Instagram.
  2. They discover her various products and promo codes through posts she shares on Instagram.
  3. Users leave Instagram to visit her website and purchase said products. Alexa includes a link to her website in the bio section of her Instagram profile, making it simple for followers to access her website from Instagram on their phone.
  4. Once a customer has purchased one of her ebooks, she immediately emails (most likely using an automated third-party email service) a link to download her ebooks, which can be downloaded on mobile and tablet devices, as well as desktop.
  5. Customers download ebooks on their phones and practice her workout routines using their phone.

The most important part of this process is not only providing a downloadable URL for all devices, but to accommodate the product for each device. Make sure your download reads just as easily on mobile as it does on desktop.

Create Mobile Apps Based on Your Products and Services

Most all businesses can find a good excuse for an app. Appointment sign-ups, forums, games, exclusive member products and discounts, workout routines, local sharing – the possibilities for mobile apps are endless. As different as each mobile app is, the end goal is generally the same. Everyone is after the most app downloads.


Businesses want their name and brand front and center for app recommendations. Helping increase brand awareness, the more popular your app is the more engagement and downloads it will receive. Aside from downloads, some businesses have other goals, such as increased app purchases or signups. Design your app to accomplish your specific goals, promote products and services, and increase overall branding.

The fastest and easiest way to get a mobile app up and running is by hiring an agency or signing up with a monthly app provider, which gives you a platform to create and design mobile apps. Whether you want to create your own app or work with an agency, here’s a few of the best third-parties to choose from:

  • Como
    Como’s prices have three different tiers: monthly ($39), yearly ($33) or bi-yearly ($29). One of the best parts about Como is their 6-Month Success Guarantee. They’re so confident with their ability to create the perfect app that they give you six months free if you don’t receive “meaningful” business results with the app they created for you.
  • ShoutEm
    This app builder makes it easy for newbies to create apps, especially for those without any coding skills. Their three pricing tiers begin at $19.90 a month and go up to an enterprise level for extreme customization.
  • DCI
    This agency specializes in creating apps for clients. With several positive testimonials, they’re worth contacting for a quote.
  • Barefoot Solutions
    Barefoot is a great agency to work with for all company sizes, whether local or corporate. Contact them directly to get a quote and an insight look at their development process.

Text Message Marketing​

Only 58% of Americans own a smartphone, and although that number is more than half of the population it still limits how marketers can reach their demographic on mobile using tactics that require smartphone capabilities, such as apps and ebook downloads. Text message marketing is a quick and affordable way to market on mobile without the requirement of smartphone capabilities. Since 90% of Americans own a cell phone, regardless of what kind, Short Messaging Service (SMS) lets businesses reach more people at a quicker rate.


This opens up the demographic pool and makes text message marketing an effective way to reach an audience, as long as it’s done correctly.

  1. Avoid spamming. As with any marketing tactic there’s a right way to do it and a spammy way to do it. Sending out several text messages a day is annoying and will cause you to lose subscribers. Limit the amount of text messages you deliver and only send out a mass text when it’s necessary: flash sale, event reminder, appointment reminder, etc.
  2. Include a call to action. There must be a reason you felt compelled to send a text message in the first place. Define that reason in the text itself by including a call to action: “Last day to save”, “Shop now”, “In-stores only”. You want subscribers to take action from a text they’ve received by giving them a clear action to take.
  3. Create a timeline. Text messages are instant and opened relatively quickly. Their open rate exceeds email open rates at a soaring 98% rate text messages are actually opened and read. Whereas, only 22% of emails are opened and read. Use text messages for your last minute deals, event reminders, and anything that has to do with urgency. Since they are more likely to be opened, they are more likely to be received as non-spammy if they’re relevant to a specific timeline.

With so many different ways to market on mobile, what are you favorites? Share your favorite mobile marketing tactics in the comments below!

Keywords to Inspire Great Content


Oh the daunting blank page. As content writers we all have those moments when in spite of a good idea knocking around in our heads, we can’t seem to get it out on the page. We all need that extra kick of inspiration from time to time.

But where to find the inspired ideas that will resonate with your prospective audience and drive business results?

Consider the full depth and breadth of keyword research.

When it comes to keyword driven content, it’s not just about the words that lead a user to a page of content on your site. It’s about the meaning and intent of the search. What was that user really trying to find? What problem do they need to solve?

Keyword research is all about semantics. Search engines understand meaning. “Keyword,” “term,” “query,” all refer to the text typed or spoken into the search field. The fact that people are verbally searching is very important, but we will get to that particular point in a moment.

Search engines have been crawling written human language for over 35 years. Not one particular language, but practically every written form of communication on the planet. That is a great deal of pattern recognition that applies no matter what particular language in which the text is written. Keywords date back to when all a search engine could do was match words entered for words found.

Semantic sophistication means that we have to communicate (create content) in a way that is meaningful.

Search engines are capable of scoring the quality of the content they crawl based on the more nuanced aspects of language just as your intended human audience does. That level of quality and communication requires far more investment in time, creativity, and skill than merely putting the right sets of words on the page.

This semantic approach to keywords informs not only long form content like a blog post, but product/service descriptions, social media posts, and photo/video file names and descriptions. The answers people are looking for can be expressed and solved in a variety of ways.

Advances in technology now enable us to skip typing terms all together and verbally ask the “computer” for what we want to know. Isn’t it amazing how very much more our lives look like Star Trek now? The point is that we are interacting with search more and more like we interact and communicate with each other. We do not use the same words and phrases when we verbally search as we use when quickly typing in a query.

Verbal search isn’t simply a convenience for human users.

This is the next step in teaching the search engine intelligence how we use spoken language. Combine all these verbal searches with the lifetimes of spoken language in video and podcasts and there’s already a wealth of patterns for the engines to learn from. With the way we are now digitally sharing images, search engines will eventually discover the patterns that convey meaning in the visual without words.


So how does all of this apply to the practical every day of our marketing efforts? Take this article for example. The keywords we hoped to use – keyword research, search engine optimization, SEO, content strategy – were just the start of the process. Do you see, we have communicated those concepts and more by using the full breadth and richness of language?

Rather than give you a quick set of bullet points that satisfy the need to get the right words on the page, we are taking the basic concepts and delving much deeper into the whys and wherefores that will enable you to take the following action items and craft content better suited to the needs of your audience.



Putting these thoughts into practice will work itself out in several different ways.

Do you need to climb in rankings for a valued key term?

Dig into what specific pages get traffic for that term, and read through them with fresh eyes. Does the content need to be updated with fresh information? Maybe the page could use better images or video to help explain the concept or solution the page was intended to address. Also, check into what higher ranking pages are accomplishing for that term. Is there a bigger concept or a nuanced meaning that your content has missed? Now you’ve got a few directions that could spark some fresh thinking and creativity for those frequently covered terms.

Are there keywords that bring you bonus traffic?

As we dig into keyword research, we are likely to come across terms that our customers have considered but we have not. What content can we create to better address the intent that the low hanging fruit of related terms already sends our way? Consider also how traffic driving terms related not only to your core queries, but also to other terms Google, Bing, or Yahoo might suggest as a user is typing. Stepping back a bit to take in the broader landscape of your favorite topics can help will all kinds of ideation.

What about those breadcrumb trails?

Where did a user go after the first landing page? Consider how subsequent pages and blog posts relate to the original search query. Often users have a specific bit of information they are looking for or a specific problem they are trying to solve but their frame of reference doesn’t include the same terms you might be accustomed to using. Sometimes laymen’s terms don’t quite fully express what a user is really looking for. Consider expressing the same concepts without the jargon or insider industry terms, or rewriting to better define the useful specificity to someone unfamiliar with the industry language.

Also, natural curiosity might clue you into fresh content based on the relationships of page to page navigation and on site search. For instance, how might this blog post on content creation lead to our post about social media contests? What problem might combining these two very different ideas solve for a member of our community? That kind of thinking can lead to all kinds of interesting content.

It’s no longer enough to create lists of obvious keywords and possible variations. To create the best content to serve your customers and community, you need to consider the deeper meanings of those terms, the possible variations of intent inherent to those queries, and how those ideas relate to other ideas. Content is king, and he has a very keen intellect.