Day 31: Re-Evaluate Popular (and Unpopular) Pages and Posts to Increase Conversion
A stale blog is a dead blog. Google likes fresh content, and so do your users. If they somehow find an old article with incorrect information due to its age, they won’t be happy and won’t likely stay.
There is always room for improvement. Have a good page? You can make it great. Taking time to improve popular pages increases your chances of turning a visitor into a subscriber/buyer/etc.
Re-Evaluate the pages on your site
Take time to improve old pages, popular or unpopular, good or bad, and you can attract and convert more users than ever before. But before you start improving pages, you need to figure out what pages would benefit from improving and what improvements would be most beneficial.
What makes your popular pages popular?
Before you can improve a popular page, you need to figure out what makes it popular. Is it because it’s in the primary navigation? Because is has a link from a popular site? Ranked highly in the search engines? Lots of social sharing?
Why aren’t people visiting your unpopular pages?
Take a look at your unpopular pages, particularly the ones you want to be popular. In contrast to the popular pages, what are the unpopular pages missing? What can you add or change to make them popular? Give them higher visibility? Publicize them? Redesign?
Why do people leave your high bounce rate pages?
Sometimes pages with a high bounce rate can be the most popular pages on your blog. While high bounce rate pages are bringing in visitors, they do you little good aside from total number of visitors to your site. It’s critical to get visitors to visit more pages on your site. To do this you have to figure out what kind of visitor is ending up on that page and where they came from. Are they looking for a laugh, or a free download? Did they find you through Google, or a friend sharing on Facebook? The more you know about who is visiting the page and why, the better you can custom tailor that page to get them to visit more pages.
Ways to improve your pages
Examine the popular pages or posts on your blog, what can you do to make them better? What about the high bounce pages, how can you encourage visitors to visit another page? Based on what you know about the popular pages, what can you do to make the unpopular pages more popular?
Giving a page a major or minor redesign can do wonders to help conversion. It can be as simple as adding a header image or a sidebar widget, or as complex as a complete page redesign. Depending on what page it is and why it needs to be improved, either one could be equally effective. Something as simple as a header image could make the page more visually interesting to get a visitor to start reading. Or a new popular posts sidebar widget to get visitors to check out other pages. There are infinite possibilities here – figure out what a page’s greatest shortcoming is and add something to counteract it.
Add or Update Content
Have a popular page with incorrect content due to its age? Fix it! Write a new article and add a prominent link saying “this page is dated, go here for the correct technique/stats/whatever.” Or if only part of the content is incorrect, strikethrough the incorrect info and provide the correct info.
Even if the article is 100% correct, adding content can be great for relevancy or search engine rankings. Something as simple as a sentence, a paragraph, or several paragraphs can make a huge difference. Maybe add or update headers or bold some text to increase the scannability of the page.
Out of all the ways to improve your pages mentioned in this article, this is probably the simplest and best improvement you cane make. Having pages and posts reference other pages and posts on your website is a simple and great way to increase the click through rate and search engine rankings of your website. If a topic on a post you’re writing references something you’ve already written about, simply link to the old post. Or, if you write a new article talking about something you have mentioned previously, find the old article and link it to the new one. Doing so takes little time and will help out your site a lot.
Improve Keyword Density
Have a page that does well in the search engines? Make it do better! Pay attention to what keywords people are using to find your site and where they’re ending up. If a certain article is doing well for certain keywords, find ways to add more iterations of that keyword or keyphrase to the page. If your home page is doing well for certain keywords, find ways to add that keyword or keyphrase throughout the entire site.
Create a Table of Content
If you keep on writing articles covering one particular topic and they tend to be very popular to visitors and/or the search engines, create a new page and have it be a table of contents of all of the best articles you’ve written on the topic. Have that page link to all of those articles and have all of those articles link to your new table of contents page. A great example of this practice is SEOmoz’s Link Building page. Pages like this do well in the search engines and is a great way for visitors to read a lot of articles on your site. If you have enough content to create one of these, do it.
Any website can always be improved. A great way to improve clickthrough, increase subscribers, buyers, regular visitors, or whatever your website wants, is to improve old pages and articles. There are many ways to do this and there isn’t one set formula that works for every page. But if you can figure out what kind of visitors and what those visitors want for each of your pages, you can drastically improve those pages for their visitors greatly improving every area of your website.
31 Days to a Better WordPress Blog
This post is apart of the 31 Days to a Better WordPress Blog series. Be sure to subscribe via RSS, follow on Twitter, follow on Facebook, or circle us on Google+ to keep up with wpLifeGuard’s latest WordPress and blogging tips and tricks.