Creating good publications and getting first place in Google search results is a big challenge.
And we understand you.
In the end, the positioning factors are altered and updated almost daily. And the competition is only growing.
For this and many more reasons, here we will tell you the main factor you should worry about this 2016, which will help you make a difference in positioning your pages and attracting organic traffic to your blog.
Let start by talking more about the user experience for Google and how it influences your blog and your readers.
The user experience for Google
The famous UX ( user experience ) became the focus of Google robots when they understood that the techniques of black hat did not help readers to get informed.
Since then, some metrics became more relevant when assessing whether that page had content that really mattered:
Bounce rate and time on page
One is closely linked to the other, as the bounce is measured in a 30-second space.
For Google, the more time a user spends on a certain page, the more relevant that content is to readers.
But are you managing to do that in your pages?
Keeping the user in your blog post is indispensable to achieve conversions in the Call to action, when downloading e-books and generating leads.
Now, let get to the SEO factor you need to worry about this year.
The SEO factor that matters: time spent on the page
How long the user stays on a page says a lot about that content.
Is this really important?
Is what it says important to whoever is reading?
Let imagine that one of the publications has the following title: How to Build a Doll House .
In it, you teach through a step-by-step approach how to build a dollhouse for children to play in.
While you are positioning yourself very well for that keyword, Google Analytics also shows that you are doing it for the words: How to build a house .
However, visitors who arrive via the first keyword, stay about 3 minutes consuming your content and have a 50% bounce rate.
Those who arrive via the second keyword have an average dwell time of 1 minute and a bounce rate of almost 90%!
But what does that mean for Google?
It means that your content is much more relevant to those who are looking for doll houses than brick and mortar (or wood) houses.
You will automatically position yourself better for the keyword you are interested in and be forgotten by those who do not bring qualified traffic to your blog.
However, to improve the time readers stay on your site, we can still use some very interesting techniques to keep the reader who is really interested and engaged in the subject.
Shall we see how?
3 ways to improve the time spent on your page
Even if the user who came to your publication is interested in the main topic, the reader may not find that content so attractive.
Why wouldn$0027t I consider it attractive?
Because this can be a compact block of text, without attractive intertitles, or the content is not written in a clear and didactic way.
We need to take the idea of storytelling and scannability to another level to improve the average dwell time of your pages.
What good will that do your publications?
Increasing the time users stay on your pages, is showing Google that your content is relevant , that readers take advantage of that material and that the search engine needs to show it to more and more people.
To help this process, we have separated 3 simple and effective ways to improve the average length of your publications.
1. Connecting phrases (with bucket brigade )
Bucket brigade is an expression that originated in early fire fighting (probably in England).
One person passed a bucket for another person forward, until they reached the one closest to the fire.
But how do we apply this to content marketing?
Imagine that at a certain point in your text, the reader begins to become disinterested.
For some reason, that sentence or paragraph is not as attractive as the previous ones.
To keep the reader motivated to read the rest of the text, insert connecting sentences.
Whenever you find a part of the publication where the reader can think of returning to the previous page, place a sentence that encourages further reading.
You may not have noticed, but we just did.
Bucket brigade is an expression that originated in early fire fighting (probably in England). One person would pass a bucket for another person forward, until he reached the one closest to the fire. But how do we apply this to content marketing?”
We started talking about fires and people passing buckets to each other.
That not exactly important to what we do on a day-to-day basis, is it?
But when you finish explaining what the Bucket brigade is, comes what really matters:
How do we apply that in content marketing?
In the end, that what really matters, isn$0027t it?
From that sentence, the text goes on to show which are the practical applications of the idea, where it really matters, in your content marketing strategy.
Here are some ideas for connecting phrases you can insert throughout the text:
– But how are you going to use this?
– And you know what the best part is?
– Why is that important?
– But it doesn$0027t end here…
– And how will this help your business?
2. Intertitles with clear benefits
Intertitles are indispensable for good publications.
In the end, do you prefer to read an endless block of text or well organized and divided into parts?
If we know our readers well, the second option is the one to choose!
But intertitles aren$0027t always great.
It is very common for texts to be separated by headlines such as: Keyword, SEO, social networks. These intertitles do not say anything relevant.
So, how to attract the reader attention and keep the content organized?
With intertitles that make clear what the benefits of that part of the text are.
Continuing with the previous example, do you prefer to read content defined as “keywords” or one that says “because the success of your content strategy depends on good keywords?
A clear benefit means faster responses and engaged readers.
You know what you$0027re going to find there, why that part of the content is relevant and, most importantly, why it shouldn$0027t leave the page!
3. The PPP formula
No, we$0027re not talking about using an app to improve your texts.
The PPP formula is a way to get the reader attention after he or she has opened your text.
But why does that matter?
Because according to Google, the time you have to conquer that user is 2 seconds.
Not 10, not 5. It 2 seconds .
It a short time and we need to use it wisely.
The introduction of publications is usually the filter for good texts.
Google itself considers the first 100 words crucial to the quality of a good text, as well as the overall content and presence of the main keyword in the publication.
Then you need to work on the introduction.
The PPP formula means: Agree, Promise and Preview.
In practice this means that you need to agree with your reader, promise a workable solution and give a taste of what is to be seen.
And that all, in the introduction of your text!
Let go back to the beginning of this very publication to explain it better.
We start with:
Creating good publications and getting first place in Google search results is a big challenge. And we understand you. In the end, positioning factors are altered and updated almost daily (…) Let start by talking more about the user experience for Google and how it influences your blog and your readers. Read on.”
Partly, we sought to agree on a problem we had in common. Finally, this is what motivated you to click to enter the publication. Then, we made you a proposal and gave you a sample of what the text will be about.
To make it even easier, let divide our introduction into 3 parts.
Creating good publications and getting first place in Google search results is a big challenge. And we understand you.
If you ask anyone on the Rock Content marketing team if this is a challenge, they will admit without hesitation that it is.
In the end, creating content that leads Google searches is hard work, but worth it.
However, all the relevant SEO factors, content competition and work around promoting and updating that content, also contribute to making positioning difficult.
But then, we thought of one factor that could make all the difference.
In the end, the positioning factors are altered and updated almost daily. And the competition is only growing. For this and many more reasons, here we will tell you the main factor you should worry about this 2016, which will help you make the difference when positioning your pages and attracting organic traffic to your blog”.
And now, how do we solve our common problem?
With the biggest SEO factor that matters this year!
It not time to talk about it yet, but it time to promise you$0027ll learn how to position your pages well, attract traffic and keep readers.
“Let start by talking more about the user experience for Google and how it influences your blog and your readers. Keep reading”
You can let go as much as you want right now.
But for this publication, knowing that we are going to talk a lot about the user experience is enough.
Why is that?
Because over the years, and with the updates of Google algorithm, it is now more than clear that the user experience is indispensable to have well-positioned pages and attract quality traffic.
At the same time, talking about UX can be so broad that it needs to be specified.
Let talk about the user experience for Google, for your blog and for your readers.
The time users stay on your site will be the factor that makes the difference in what remains of this 2016.
More and more quality content appears on the Internet, and the one that is the most complete, that is, the most informative and that brings the most benefits to the user, is the one that will matter to Google.
To give a boost to this metric, 3 steps can be made:
- Use the connection phrases
- Create intertitles with clear benefits
- Use the APP formula ( Agree, promise and preview ).
With these three techniques, you will be well served to position yourself, attract organic traffic and keep users inside your publication reading your content and getting the most out of it.
To continue expanding your knowledge about SEO, we made this special checklist for you to keep in mind everything you need to carry out this strategy.
Get a good read!
This publication was inspired by this video of Brian Dean from Backlinko. Learn more about the company through their Facebook page.