As presented at the Search London conference Mike Essex explains the five common issues that stop blogs achieving greatness. From misunderstanding their audience to presenting content in the wrong way and even facing legal issues that could easily have been avoided.
7. Identify
the team
members that
can write
Research the
other content
in your
industry
Create a list of
possible topics
Create
guidelines for
your blog
Proof and
improve
content
Check the
results with
Google
Analytics
THE PROCESS
12. Export CSV of
entire blog
Import
MajesticSEO
link data
Import
Analytics data
Filter to
identify low
quality posts
Keep pages
with good links
/ traffic
Redirect or
expand others
THE PROCESS
19. Use Analytics
to determine
devices used
Create a site
template that
works on
these devices
Test it on a
separate
location
Identify pieces
that aren’t
responsive
Refine the site
until it works
on core
devices
Launch and
get feedback
THE PROCESS
20. Traffic from
mobiles
went up by
74.6%
Conversions
from
mobiles/
tablets went
up by 213%
Traffic from
tablets went
up by
3,019%
THE RESULTS
27. Run
Screaming
Frog on blog
Check which
pages have
credited
images
Find credits for
images
without
sources
Update
images
without credit
Find new
images for
those you
can’t credit
Create policy
for future
images
THE PROCESS
28. Peace of
mind over
old content
Blog posts
got more
images
Team got
clearer
guidance on
where to
find images
THE RESULTS
33. Identify your
target market
Research the
content they
like
Create content
that appeals to
them
Add calls to
action on your
content
Promote it on
the sites they
read
Track it and
write more of
what works
THE PROCESS