5 Content Marketing Mistakes Lowering your Organic Traffic in 2021

5 Content Marketing Mistakes Reducing Your Organic Traffic in 2021

We know this – quality content that attracts lots of organic traffic takes time to write. And you don’t want to sit for hours writing a post that collects dust on your blog.

I surveyed professional content writers on LinkedIn to know how long they research and write a 1000-words article.

The result – 33% of writers use a staggering six to eight hours.

How-Long-Does-It-Take-To-Research-And-Write-A-1000-Word-Content-Piece

Sadly, many blog posts aren’t getting read because they fall for many content marketing mistakes. Based on research by Ahrefs, 90. 63% of pages get zero organic traffic from Google.

90.63-0f-Pages-No-Organic-Search-Traffic-From-Google

Your posts can be among the 9. 37% of content that gets organic traffic from Google. To achieve this, you need to avoid the content marketing mistakes in this post, including those of 2012 and 2015 . They are all capable of suffocating your blog posts one of the millions of posts published daily.

So let’s dive in.

Content marketing mistake number 1 – Targeting keywords in the place of topic clusters

In the early days of Google, it had been easy to grab a keyword, write a post about it, and boom, the content ranks. The story is different in 2021. Many websites are competing for Google’s top spots by targeting keywords. Rather than join the crowd, use the topic cluster model.

The topic cluster approach has existed for a while. It was introduced and first tested by HubSpot in 2015. This approach requires the creation of pillar and cluster content.

Topic-Clusters

Pillar content: Pillar content is detailed posts or pages on your web site. These posts contain a broad range of keywords that you want to rank. An example is this Google Tag Manager guide.

Cluster content: Cluster content is posts or web pages that thoroughly discuss topics on the pillar page.

According to Anum Hussain, a former growth marketer at HubSpot, focusing on topics rather than keywords resulted in a better organic ranking.

In-Fact-The-More-Links-To-Related-Content-We-Had-Across-Our-Site-The-Better-We-Ranked

HubSpot isn’t the only brand that benefits from adopting the topic cluster model. Ninja Outreach had a 40% increase in organic traffic a few months into an inside linking campaign similar to the topic cluster method. And yes, good ol’ Google wants you to implement this SEO strategy . According to Google Webmaster guidelines , your website should have a clear conceptual page hierarchy.

Google-Search-Central

Keep the following in mind as you use the topic cluster model:

  • Your pillar page should link to all cluster content once
  • Your cluster pages should link once to the pillar page
  • Your cluster page could link to other cluster pages once (where the text fits naturally. Don’t force it! )
  • Cluster pages should cover only 1 subtopic in detail. Don’t discuss something else. Instead, create yet another cluster page
  • Write your cluster pages like regular blog posts while following SEO best practices

Content marketing mistake #2 – Zero voice search optimization

Voice search is on the rise. And lots of voice search stats show you should capitalize on this trend.

Here are some of the interesting statistics:

  • According to a PWC survey , 50% of respondents use voice search to get or order an item.
  • The average voice search query contains 29 words
  • Pages using Schema Markup provide 36. 4% of voice search results
  • 40. 7% of voice search answers are pulled from the Featured Snippet
  • Voice search result pages have an average of 2, 312 words

Failing to optimize your pages for voice search is really a content marketing mistake effective at reducing your organic traffic. There’s a claim that internet sites using schema markup rank an average of four positions higher in the search engines than those without schema markup. Also, less than one-third of sites use schema markup. This offers massive SEO real estate for i mproving your organic traffic .

So , how do you optimize your website pages for voice search:

1 . Find Long-tail key words

Long-tail keywords are search phrases of three or more words. You can find them with keyword research tools like Answer the Public or Long-tail Pro . For instance, after typing my seed keyword ( voice search ) in the Answer the Public search bar, it returned 321 results.

  • Questions – 55
  • Prepositions – 43
  • Comparisons – 23
  • Alphabeticals -192
  • Related – 8
Voice-Search-192-Alphabeticals

This data has plenty of questions like:

  • What’s voice search?
  • What is voice search optimization?
  • What is voice search app?
  • What is voice search SEO?

Here’s why you should worry about these long-tail keywords framed as questions.

  • In accordance with a voice search SEO study by Brian Dean, many voice search queries are question-based
  • Since 40. 7% of voice search answers are from featured snippets, it means you need to answer questions that your audience is asking

So , how can you effectively use the long-tail keyword data?

  • Utilize them to form headings for your posts
  • Use them to answer questions in your Frequently Asked Questions pages/posts
  • Use them to create long-form content that satisfies your audience

2 . Schema markup

We have discussed how schema markup can increase your organic ranking and traffic. If you don’t have trouble with coding, it is possible to apply schema to your posts by following the Google schema markup guidelines.

But if you are not good with code, you can use a plugin like Rankmath , assuming you use WordPress as your content management system.

This is how a recipe blog post manages schema markup implementation.

The-Best-Vanilla-Cake-I've-Ever-Had-Sally-Baking-Addiction

It is important to note that there are different types of schema markups and you should choose the one that relates to your page.

Structed-Data-Markup-Helper

Content marketing mistake #3 – Lack of content promotion

You’ve sat down for hours to write and edit a post. You finish and hit the publish button.

Now you are waiting, hoping, and praying that your ideal audience searches for your target keyword and finds your blog post.

My friend, that’s how blog posts stay within the confines of page 2 and beyond of search engine results. They don’t attract organic traffic from Google… even though they are well-written .

Many people now know the benefits of publishing blog posts. But only a few get the desired results because they care to promote what they write. Listed below are two ways of avoiding the information marketing mistake and putting your posts before your audience:

1 . Find broken links

Broken links are links displaying a 404 error message and they are detrimental to SEO. Finding broken links is an easy way of attracting quality backlinks to your articles and getting organic people to your website. You can use a tool like screaming frog to find broken links.

After identifying a broken link in the prospective website, you can send a contact to the website owner. Here’s a sample Backlinko email template you can model.

Brian-Dean

2 . Write Guest Posts

Writing guest posts is an efficient way of proving your authority to your market. It also adds the benefits of getting you at least one link to your site. Take the Jeff Bullas blog as an instance. This blog has 459 articles on just the B2C website alone.

B2C-JeffBullas

And the B2C website get yourself a tremendous amount of organic monthly traffic – 507, 469

Traffic-Overview

This quantity of traffic means a lot. As an example, as people read any one of Jeff’s 459 guest posts, they could view his website as well. As they check his website, they could subscribe and join his email list. If they love the content they receive from his list, they could buy any of his products or subscribe to something or service via any of his affiliate links. This and other ways of content promotion is how a post could make you money through guest posting.

Content marketing mistake #4 – Publish, forget, and don’ t update

Write it, promote it, then forget it.

Here’s the result of such a dreadful SEO effort – Google will send your content to the pile of posts resting on the other side of search results where no one reads them.

What if you update them. Any benefit? Of course.

According to Pamela Vaughan , HubSpot achieved the following after refreshing its old content:

  • Doubled their monthly leads
  • Had a 106% increase in organic traffic

This is why marketers like Neil Patel update and sometimes rewrite around 90 of his articles monthly. But don’t go on a content updating spree yet. Before updating any content, ensure it has organic traffic potential. There is no point in updating an article that won’t get you the results you would like.

So , how can you update a vintage post?

  1. Use Google Search Console and Google Analytics to find posts with organic traffic potential
Overview

2 . Read the posts you’ve identified and look out for these:

  • Can the introduction be better?
  • Are there outdated stats and facts in the article?
  • Can you include videos in the article to better explain a concept and attract traffic through video optimization ?
  • Can you change any image?
  • Can you tweak a section of the post to read better and sound more human?
  • Can you add more key words to get found in search engines?

Once you’ve updated articles, the next step is to monitor your results with a free tool like Google Analytics .

Navigate to Behavior > > Site Content > > All pages . This gives you an overview of your “before and after” organic traffic in line with the selected timeline.

Content marketing mistake #5 – Poor user experience

Writing quality content is not good enough to attract organic traffic from Google. You need to provide users with an excellent experience on your own website. From May 2021, Google will implement its page experience update .

This update will take the following into cognizance and impact your organic search rankings:

  • Core web vitals
  • Mobile-friendliness
  • HTTPS-security
  • Intrusive interstitial directions (aka annoying popups)

Here are some ways to avoid lowering your organic rankings due to poor user experience.

1 . Check always Your Website on PageSpeed Insights

PageSpeed Insights gives you a quick scoop on what you need to fix.

PageSpeed-Insights

2 . Optimize Your Images and Videos

If you use WordPress, you can use a plugin like WP Smush to reduce your image size. A better alternative is reducing the image size with an online tool before uploading them to your website. When using videos on your content, copy the video link and embed it in your post.

3. Use a CDN

A CDN ( Content Delivery Network ) like Cloudflare helps speed up your site and quickly deliver content to your audience.

4. Eliminate Render-blocking CSS and Enable Browser Caching

If you don’t use WordPress, you’ll have to do this manually. For WordPress users, you should use a plugin like WP Rocket . WP Rocket also has other awesome functionalities that help speed your website.

Final thoughts

Writing quality content is great. But what’s the point if no one reads it?

The first page of Google search results accommodates only ten blog posts. And that’s when ads are excluded. Many website owners wish to gain page one rankings because that could translate into revenue for their brand. You could be among such website owners if you care to avoid these content marketing mistakes.

So what’s the next step – take action and begin implementing.

Guest author: Precious Oboidhe is a Copywriter and SEO Content Writer at Content Estate. You are able to learn more about Precious at contentestate. com and connect with him on LinkedIn .

The post 5 Content Marketing Mistakes Reducing Your Organic Traffic in 2021 appeared first on Jeffbullas' s Blog .

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