How To Get More SEO Value Out of Your Existing Content

Most bloggers would agree that high-quality content creation requires a significant investment in time and energy. Because of this sunk cost associated with any existing content on your website, it’s crazy that bloggers don’t invest additional resources improving, optimizing and ranking underperforming pages. This is especially true when certain posts are just shy of reaching the first page of Google’s search results, where they could be earning you a return on your investment.

With a few of the tactics below, digital marketers can make sure that every piece of content they publish is generating traffic, leads, and ultimately revenue.

Use Google’s Webmaster Tools To Optimize Headlines and Keywords

Are you ever surprised at some of the keywords a post ends up ranking for? Even when you complete keyword research, decide to target a specific phrase, and optimize the post to rank for that term, you sometimes end up getting traffic from unexpected terms. If you find a post that isn’t ranking for your targeted keyword due to higher than anticipated competition, then maybe it’s better to repurpose the post and optimize it for another term.

To find these types of posts, you will need to access Google’s Webmaster Tools. Click on the “Search Analytics” tab on your Dashboard, or go under “Search Analytics” at the left and choose “Search Analytics” there.

GWT - Search Analytics

I prefer the old “Search Queries” report, so I click on the link towards the top of the page. Now you need to click on the “Top Pages” tab, sort by “Impressions”, and expand the tabs you are interested in analyzing. If you have a large blog, instead of working within your browser, you may want to click on “Download This Table”.

GWT - Top Pages

Ultimately what you are looking for are pages that have high impression counts but low clickthroughs (CTRs). These pages constitute your highest potential content because they are getting exposure in Google’s rankings but aren’t high enough to get more clicks. Optimizing these pages could easily earn you significantly more traffic.

Here are a few ways to optimize your titles and on-page SEO:

  • Use a hyphen or colon. When writing a title, I create for both Google and humans. The first half of the title is usually an exact match keyword phrase and the second half is a killer description to get the reader’s attention. For example, if I wrote an article about affiliate marketing, I would title it “CPA Marketing – How To Increase Your Affiliate Marketing Revenue By 137%”.
  • Add more content. When targeting additional keywords, it may be helpful to add more content that directly addresses the related topic, thereby increasing your post’s relevance. In doing so, you may rank for even more long-tail terms.
  • Target lower competition terms. If you’re a small business owner learning how to build a blog, you should not be targeting high-volume, high-competition keywords. This strategy will quickly exhaust your resources with little results. Always start with easy terms to build traffic and recognition, and as your blog’s backlink profile strengthens, target more valuable keywords. If a page is underperforming, this might be the underlying issue.

Internal Linking – Connecting Old and New Content

Internal linking is easily overlooked and underappreciated. Not only does internal linking old pages to new and new pages to old help decrease bounce rate, increase time on site, multiply your email subscribers and promote conversions, it can provide a slight boost in your on-page SEO and rankings.

In an algorithm that takes into account over 200 ranking signals, each given a different weight, a small boost in one category that pushes you up a position can get you double the traffic from a single keyword.

While internal linking is mostly self-explanatory, here are a few guidelines:

  • Find older, authoritative posts that rank high and add internal links to newer, high-value posts.
  • Don’t use the same exact match anchor text to link to a page dozens of times. Diversify your internal links and incorporate long-tail keywords.
  • Internal linking offers subtle results. Even if the tactic doesn’t increase your rankings, it can provide a better user experience, keep readers on your site longer, and most likely improve conversions.

Other Tactics To Leverage Old Content

While the suggestions above constitute the easiest adjustments you can make overnight, there are other ways to grow your blog using your existing content. Here are a few more ideas:

  • Outreach marketing. On-page SEO is important, but a campaign to increase your blog’s exposure and earn natural links will boost not only the page you are marketing but improve your entire site’s authority.
  • Share your content more than once. Perhaps you’ve developed a great resource that you’ve recently updated. Be sure to re-share old work that stands the test of time, but know the best times to post on social media so your content isn’t buried or unseen.
  • Create different forms of multimedia. Bloggers and internet users absolutely love images, graphics and different types of media. Creating a quality infographic using your existing content may be the solution to grabbing people’s attention, increasing shares, and earning links.

Gary DekGary Dek is a professional blogger, SEO expert, and freelance writer. He is the founder of as well as a dozen other niche websites and specializes in content marketing and link building strategies. Previously, Gary was an investment banking and private equity analyst.

5 Ways to Get The Most Out of Your Social Media Marketing This Year

It’s guest post day here at Duct Tape Marketing, and today’s guest post is from our newest team member – Alex Boyer– Enjoy!

photo credit: shutterstock

You have always been told your business needs a presence on social media sites like Facebook and Twitter, but you have yet to see tangible results. Don’t give up! Here are five simple steps to kick-start your social media this year.

Set a Goal

You should set a basic goal for your social media activities for the year. This can be something simple like “increase participation in specials or sales,” “interact with existing customers and strengthen brand loyalty,” or something more complex like “Create a personality for your brand.” Every social media post for the year should in some way help you achieve that goal.

For example, take two popular restaurants in the Kansas City area: Grunauer (@grunauerKC) and Blanc Burgers and Bottles (@BlancBurgers). Blanc uses social media to remind their customers of daily and nightly specials, and release photos of new burger creations. Gurnauer forgoes the daily specials and instead uses their Twitter account to create personality for the restaurant, cheering for local sports teams and commenting on news stories. Both restaurants have significant social media following and every post from both fulfill their respective goals.

Draft a plan

Now that you have a goal to achieve, it is time to draft a plan for your social media year. You should start by creating an editorial calendar. Use your calendar to list your yearly sales events, local events (such as high-profile concerts or local festivals) and holidays. Keep an eye out for obscure holidays like “Talk like a pirate day” or “National Cheeseburger day,” as these are very popular on social media. You can even pre-draft social media posts for each of these events for use later.  If you ever reach a point in the year where you don’t know what to post, use this calendar for ideas.

You can even use the editorial calendar to plan “messages of the week,” content themes that you can use for a week or month at a time. For example, you can have your blog posts for a month focus on sales strategy. That way, you have a uniform starting point for each of your posts.

Social Specials

Give your customers a reason to interact with your social media by giving them “Social Specials”. These can include giveaways or discounts in store. Ask your fans to “Like this post for 10% off this week” or “Retweet for a chance to win.” In the case of discounts, you can even ask customers who come into your storefront if they have social media, and then tell them they can get a discount if they like your page. This will not only expand your social media following, but also engage users that are already customers. Plus, posting promotions on social media is cheaper than printing coupons in the newspaper.

Create a Dialogue

Social media platforms shouldn’t be used simply to distribute your messages, they should be a 2-way street between you and your customers. Use Twitter, Facebook, and your blog as a customer service tool as well. Allow your customers to come to you with their complaints, and address them promptly. Also, thank supporters for their kind words and share their positive reviews.  This gives your customers reason to interact with your social media pages, and creates a sense of community around your company.

Never Stop Creating Content

Finally, the most important step to getting the most out of your social media is to create content. You need to continue to create engaging, exciting content to draw new fans and keep your current fans’ attention.  You cannot forget about social media and must post regularly. The steps above should help you keep a steady flow of content for your supporters, but it is ultimately up to you and your team to keep executing. Your social media following cannot grow without content.

Social media marketing should be an important part of your marketing plan. Follow these five simple steps, and your social media presence is sure to grow over the next year.

Alex-Boyer-Photo-150x150-e1420769709443Alex Boyer is Community Manager and Content Ninja for Duct Tape Marketing. It is his job to create and scour the internet for the best content for small businesses. In addition, he will continue to grow the Duct Tape Marketing community through interaction with clients and consultants in the Duct Tape Consultant Network on our website and through Social Media. Alex has a background in political marketing, where in-depth opposition and messaging research is critical to a successful campaign. He is focused on taking those tactics and using them to help your small business grow and reach more potential customers.