How to promote your content and make it rank high in Google. Here’s what we are going to cover in this lesson for common content promotion mistakes, the best content promotion strategies and how to compete with the big guys in Google search results. So let’s go part one for common content promotion mistakes.
Let me ask you a question. What goal do you have in mind when promoting your content? For the vast majority of people, the goal of content promotion is to get as much traffic as possible to their newly published article. And they’re super happy and satisfied if they manage to beat the traffic record of a previously published one. That sounds like a great goal to pursue, which aligns perfectly with the goal of growing your blog and your business, right? Well, now, if your only goal with content promotion is generate short term traffic, I suggest you to go back and watch this course again, starting from the very first lesson, because by focusing on short term traffic, you’re focusing on the spark of hope, which, as we have discussed in those first lessons, will eventually fade to nothing anyway. Taking you back to where you started. If you want your blog to grow, you need to focus your efforts on building passive, consistent traffic, which you get by pushing your articles to the top of Google search results. And that is pretty hard to do, I must say. Guess how many articles reach the front page of Google in the year after being published? Five point seven percent. And by reading the front page of Google Aimin ranking for at least a single related keyword, not even the main topic that they are targeting. This percentage comes from a study that we carried out last year. We tracked the performance of two million newly published pages, and it turned out that only five point seven percent of them were seen in Google top 10 for at least a single keyword within a year from being published. This means that a staggering ninety four point three percent of all newly published pages never reach the front page of Google and never get any search traffic at all. Can you guess why that is? Because most people prefer to rely on the publish and pray approach and hold that their pages will ranking Google by themselves, which obviously never happens.
In the previous lesson, we have discussed that your website cannot rank in Google without backlinks, which leads us to the conclusion that the primary goal of your content promotion should be to build quality back links to your content so that it will start ranking in Google. And this brings us to the first mistake of content promotion. Mistake number one, focusing on short term traffic over backlists. But wait a minute. Didn’t they say in the previous lesson that the article today shows blog acquire 80 percent of their clicks naturally as a result of generating traffic to them and expecting some of these people to link to us, which means that generating traffic basically equals acquiring backlists. So how come I am now saying that you should not focus on traffic? Well, the thing is, this equation is only true for big and established blogs and won’t really work for those who are just starting out. Let me give you three reasons why. Reason number one, only a tiny percentage of all your visitors will link to you. From my personal experience, acquiring one natural burgling for every thousand visitors is a pretty good result. So if you want to get just 10 natural links to your article, you should aim for at least ten thousand visitors to this specific article. If that math doesn’t scare you, go for it. But for most newbie bloggers, 10000 visitors to a single article is far from achievable. Reason number two, people tend to link to websites that they know and trust. This explains why Wikipedia has a ridiculous amount of backlinks and their articles are supercute or tranqs. Most people would prefer to link to a Wikipedia article over a similar post on a blog that they’ve never heard of before. No one wants to risk sending their readers to some questionable website, right? That’s why brand new blogs struggled to acquire new links naturally. And finally, reason number three, most people don’t have a website to link from. It’s easy for me to talk about acquiring natural links while the Trev’s blog belongs to the Internet marketing niche, where almost everyone owns a website, usually even more than one. But in many other industries, there is not the case which makes natural link acquisition nearly impossible.
So, as you can tell, turning traffic into natural backlinks is the kind of luxury that is only available to well-known, established websites. And the success largely depends on the type of industry you’re in if you’re not in the fortunate position of being a well known and established website. I’m afraid you’ll have to manually build your back links rather than wait for them to come naturally. And I’m about to share quite a few actionable link building strategies with you. But not before we discuss three more mistakes of content promotion. Mistake number two, giving up content promotion to early. Most bloggers have a so-called content promotion checklist that they reference when promoting every new article that they publish. It usually looks like this. Send a newsletter to email subscribers, post on social networks, Twitter, Facebook, LinkedIn, Pinterest, etc. submit to read it and any relevant forums and communities reach out to. Everyone who was mentioned in the article, etc., some bloggers have more items on their checklist than others, but as soon as that list is completed, they forget about the article and move on to a new one. And there is a big mistake. You should not quit promoting your article just because you’re out of the items in your content promotion checklist. No matter how big that list is, your goal is to rank high in Google and get passive search traffic to your article, remember? So your content promotion should not stop until you reach that goal. There’s a rather famous piece of advice which suggests that you should put 20 percent of your efforts into creating content and 80 percent of your efforts into promoting it. These numbers are meant to illustrate that content promotion is very important. And while I totally dig what the author of that advice was trying to say, I actually think that this is a very misleading analogy. So I invented my own rule. It’s called the 110 to 110 rule, and it means that you should go an extra mile in both creating an absolutely outstanding piece of content that your readers will love and promoting. It’s super hard and not quitting until it reaches the top positions in Google. So why don’t you do a bit of research and throw a few more items into your content promotion checklist? Luckily, there is no shortage of different tactics that you can use. Just Google around a bit and you’ll find a ton of ideas. Let me add just a few more items for you to consider. Submit your article to relevant groups on Facebook, LinkedIn, Google Plus. Mention it in relevant conversations on public select channels, repurpose your content into different formats, video, audio slides, images and syndicated to proper websites with a link to the original reach out to everyone who has linked to articles on the same topic. Reach out to everyone who has published articles mentioning the topic. Publish a guest post that references that article and make people want to check it out. And here’s something very important. Most of the strategies can only be used once, but some of them can be scaled almost indefinitely, like just posting what stops you from publishing more and more guest posts that each link to your article, thus helping it to crawl up the Google rankings. Same with outreach. It’s Cale’s rather well, and it’s a great way to get quality backlinks. We are going to cover both of these strategies later. And now, mistake number three, abandoning your old content. Imagine the following situation a year ago. You have published a great article. You promoted it a lot and got some nice back links that helped it to rank and Google top five for its main keyword ranking in top five is a very good result. So you decided that your job here is done and moved on to creating new content, never bothering to revisit the article again. That doesn’t sound like a bad scenario, right? Well, first of all, why would you settle with any Google position? But the very first one, I mean, if that article brings customers to your business, you wanted to get as much relevant search traffic as possible. Right. And besides, if the search query that you’re targeting has some good business value, you can be sure that sooner or later your competitors will try to track you with their own articles. In other words, abandoning your content is a no no.
But what are your options? You can just keep promoting the same article with the same content promotion strategies because you’re only going to irritate people this way. Well, there is a loophole that you can use after your article has been like for a few months. You should revisit it and find ways to make it better. And once you update your article, you can promote it again with the same content promotion strategies as if it was brand new. Here are the chefs. We only spent half of our time and efforts on creating new content. The other half goes into updating our old content. Here’s why we do that. First of all, if the article gets traffic from Google, we want to make sure that our visitors are getting the most up to date information on the topic, letting our articles age results in a bad user experience. Secondly, the mere act of updating your article with fresh information sends a positive signal to Google and often leads to better rankings on its own. And finally, in most cases, our updates are quite substantial. We often rewrite the entire article from the scratch, which then allows us to promote it to our audience again, as if it was brand new. In fact, when we email our blog subscribers with a link to an updated article, we do disclose that it’s not entirely new. And so far there hasn’t been a single complaint about this. In fact, we found the opposite. The spike of traffic that we get from promoting an updated article is almost always bigger than when it was first published. Our article is probably the best example we have. We relaunched it three times in two years, each time generating more and more traffic. You bet. We are going to continue updating and relaunching it in the future. And there is one less content promotion mistake left to discuss. Mistake number four, not spending money on content promotion. As you already know, we have a decent advertising budget for every article that we publish at they blocked. This allows us to reach a huge number of people that we would not be able to reach otherwise. But whenever I mention that to other bloggers, most of them tell me that they can’t afford to spend money on content. Promotion, well, in psychology, they call this a limiting belief. The truth is you can afford to spend money on content promotion. You just failed to justify it. So let me try to help you with that. I have two good arguments that should do the job. Argument number one, the free content promotion methods are not free. So how much time does it take you to promote a new piece of content? One hour, five hours, 10, and your time was worth something, right? So why don’t you multiply your estimated hourly rate by the time it took you to complete all items in your content promotion checklist? This way you’re going to get the cost of what you think are your free content promotion methods. And now that you know the price tag, why don’t you add 10 percent of that sum and use that money to run the Facebook campaign. Think of it as an additional item in your free content promotion methods checklist. But this time you’re paying with your money instead of paying with your time. And you might actually discover that putting your money into Facebook ads has a much better are a way than putting your time into some of these other free strategies. Argument number two, your content should sell your product. The best way to justify spending money on content promotion is by getting this money back in the form of sales or customers. If an article doesn’t bring new customers to your business, I can understand why you don’t want to spend money on it. But why did you spend your time promoting it then? And in fact, if an article doesn’t help you to get new customers, why did you even created in the first place?
Do you see where I’m going with that? Paid content promotion is a great litmus test for the business potential of your content. Here are the shelves. We are not afraid to pour money into content promotion because we know that our content converts. Check out this tweet I saw the other day. Excellent content on longtail keywords. It also resulted in me signing up for a free trial, great work trips. And a few weeks later, Thomas also tweeted that he became our paid customer, which is a perfect illustration of how our blog brings new customers to our business. And this wraps up the four mistakes of content promotion that they wanted to warn you about. Here’s a quick refresher. Mistake number one, focusing on short term traffic over backlinks. Mistake number two, giving up content promotion to early mistake number three, abandoning your old content. Mistake number four, not spending money on content promotion. And now it’s time to review the actual content promotion strategies.