The blogosphere is a booming ecosystem. It has evolved into a powerful business platform, which enables individuals to become go-to sources of expertise, generate revenue, and build swell personal brands. Companies are flocking to this frontier as well, in an attempt to tap into new market segments, spread brand awareness, and enhance the bottom line.
The million dollar question for everyone is how to pierce through the overwhelming noise and reach a wide audience. Well, web design and content are game-changers, the best shot you have to hit it big. They are an integral part of any successful marketing or search engine optimization (SEO) strategy. So, if you really mean business, make sure you know how to build your site. Master the art of presenting and creating your content.
Nail the design
Blog content and design, or rather their combination, decisively shape the user experience. They profoundly impact your ability to spark and retain the attention of visitors, elevating your whole online presence. There are many moving parts at play here, some of them are of functional and others of aesthetic nature. For the purpose of this article, we shall start with the design since this step usually comes before the creation of content.
In a nutshell, a great web design is a perfect blend of functionality and aesthetics. It makes the first impression, which usually determines whether someone will leave your blog or linger for a while. To really work their magic, visuals should never get in the way of smooth navigation and site’s performance and functionality. On the one hand, it is necessary to present your blog in a professional light, as something worth user’s time and money. On the other hand, you do not want to make the digital environment look dull and uninspiring.
Therefore, it is necessary to strike a fine balance between appearance and utility.
Pieces of the puzzle
Harness the full power of the visuals by knowing how to use different elements, such as fonts, color palettes, images, multimedia, etc. Likewise, they must blend in seamlessly and give off a sense of a coherent visual identity. So, go step by step and never lose sight of the big picture.
The fonts should be bold enough and readable. Visuals are supposed to summarize the text nicely, not distract from it. Videos with social buttons are a must, as they can become a viral sensation. Corporate blogs also need to include culture pages, photos of staff, and customer testimonials. It would be wise to highlight propositions related to products, services and calls-to-action. Just bear in mind that a ton of multimedia could hamper load speed, which would turn a big portion of visitors away.
Furthermore, keep an eye on trends, such as minimalist design, responsive pages, breadcrumb navigation, parallax scrolling, and “hero” images that are stealing the show in recent years. Sites that feature modern, clean, and sleek design tend to outperform those that look like they were made a decade or two ago. Also, stay on top of SEO requirements to increase your visibility and extend the reach considerably. After all, your prime goal should be to increase search engine ranking, as well as conversion rates, as that ensures monetization of the blog.
Rules of the content game
This brings us to the crucial point, which we will discuss in the section about content. Namely, playing by the rules can help you obtain better ranking and rise above the competition in the digital realm.
Quality content is king in the world of search engines, and blogs featuring authentic and relevant content are more likely to acquire organic traffic. Giants like Google aspire to connect internet users with the most relevant results that match their intent. In order to do that, they are constantly fine-tuning their algorithms and giving more and more importance to quality, as opposed to sheer quantity of content. The famous Panda Update cemented this trajectory and the importance of quality is bound to increase even further.
The frequency of posting does matter, though. Each time you do it, you have a chance to reach a new client. Moreover, each and every new piece of content warrants crawling. This refers to the process of Google bots going through pages and indexing them. You need to make it easy for them to go about this business because, that way, you can get your pages in front of the people using search engines more easily. And in case you do not post regularly, you risk a massive drop in traffic volume and conversion rates.
Let the quality show
Furthermore, let us finally discuss what good content means.
As we have indicated, visuals play a pivotal role. Articles with stunning imagery attract way more clicks and spur an avalanche of social signals. That is why so many companies are investing money in crafting amazing ecommerce photography. A good photo of a product can really sell it to the visitors. Also, educational content is growing in importance. We are talking about guides, tutorials, video lessons, e-books, and other pieces.
Again, you have to know what makes a search engine optimized content. To make strides, find a way to please both the internet deities and users. Know how to optimize your images. Use internal links to guide users from one post to another. Make sure that the content loads quickly and is properly displayed on mobile devices. It is also of the utmost importance to learn how to select the right keywords and implement them in your content.
Finally, refrain from manipulative methods and phishing schemes. You cannot over-optimize or overstuff your content with links and keywords. Yes, link building is still one of the staples of good SEO, but when we say that, we mean natural inbound links. They are surrounded by organic “meat”, mostly in the form of handy advice, industry-related info, news, frequently asked questions, etc. In others words, quality content remains your main tool for achieving set goals.
It will capture the attention of other websites who will reference you and create backlinks. Once that happens, your online visibility reaches the next level. You have laid the framework for organic traffic to come your way. Just remember that blogging is work in progress, and ongoing project, so do not start celebrating yet. Be in it for the long-term, opulent rewards.
Leaping to the forefront of the industry
Blogging is a direct, surefire way to drive internet traffic. People employ search engines to find what they want and they eagerly consume blog content that pops up in result pages. To get there, you must realize that design and content represent pillars for long-term blogging success. They can make or break your whole digital presence, so play smart.
Make an effort to keep your blog fresh and up-to-date. Produce a steady stream of quality, well-optimized content. Foster a stellar online experience by building a library of relevant information. Put the best face forward and make the most of visual assets and multimedia. Delight people and cultivate their loyalty and trust, turning them from visitors into loyal readers and customers.
There is a lot of ground to cover but using these tactics, you will be able to get ahead of the game and capture an immense amount of traffic in 2018 and beyond.
About Author: David Webb is a Sydney-based business consultant, online marketing analyst and a writer. He is a senior editor at BizzmarkBlog.