So, you’ve been blogging for what seems like an eternity as part of your B2B website marketing. The topics are all targeted to your primary personas. Every post is keyword optimised. The information is all educational, relevant and well researched.
So why isn’t the traffic coming?
The answer isn’t one that marketers new to blogging like to hear. But the reality remains: content creation and traffic-driving programmes such as blogging are a long-term investment. Results will not begin flooding through the doors immediately or even in a couple months’ time. This is an undertaking that requires serious commitment and consistency over time.
‘But why?’ Well, there are many reasons why results are not instantaneous. Here are three important factors to keep reminding yourself of when you feel that impatient itch coming on.
Consistency is a Prerequisite for Ranking Organically
|Creating a new blog is easier than boiling water. It’s no surprise that new blogs are launched on a daily basis. Getting started with blogging is the easy part; it’s the ‘keeping at it’ that requires real dedication. Search engines continue to place greater emphasis on indications that you’re in it for the long haul.
What this means for those involved in B2B website marketing is a much longer time to increase the number of ranked posts appearing on search engine results pages (SERPs) and, by association, an increase in the organic search traffic your blog receives over time.
High-Quality Inbound Links don’t come Overnight
Credible sources are more likely to make credible recommendations. This premise is the heart of the reason why inbound link quality is an important SEO factor.
A backlink, refers to another site directly linking back to a page on your website. Search engines view these as strong indicators of relevance, credibility and value in topic areas. If other websites reference your site as the ‘expert’ in a specific area, it must mean you’ve got something good to say. But, the quality of these referrals outweighs the quantity. An inbound link from a well-established and well-reputed website carries more weight than a similar one from a less established website.
These high-quality links take a long time to accumulate so their ability to impact your traffic will not be instantaneous but rather a gradual process. Continue to post high quality, relevant content on your blog and you’ll see traffic grow exponentially as a natural by-product of your diligence.
How Reputations are Established
Rome was not built in a day. Our most well-reputed thought leaders worked diligently for years, even decades, to become the established authorities in their domains that they are today.
Similarly, your blog will need to prove itself in the form of consistency, content quality and relevance. Only then will it become an authoritative source of information in its content domain.
So, amassing traffic is a long term project. Thankfully, it is an undertaking that requires dedication but not blind faith. There are many indicators to help even the most seasoned bloggers confirm that they are continuing to head in the upwards direction. Here are two indicators that will help you stay on track and focused.
Growth in Organic Search Traffic Over Time
Look at your analytics tools, such as Google Analytics. What you’re looking for is slow and steady growth in volume from month to month while factoring in seasonal shifts that impact your industry. Google may have limited the insight into which keyword phrases are driving traffic but, as long as you can see overall trends over time, you’re generally heading in the right direction.
Increasing Number of Indexed Pages
Search engines like to see websites constantly adding new content to their site in the form of new site pages. The easiest way to continuously grow your site is by publishing new blog posts on a regular basis.
There are many ways to track the number of indexed pages your website has over time, just “Google it”.
The next time you start feeling frustrated by the lack of immediate results, revisit this post for a refresher on some of the reasons why growing your website traffic takes time and how to track progress towards success to ensure you’re headed in the right direction. This one is definitely a marathon, not a sprint.
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