Last Updated:

How to increase blog traffic by 3 times

They started a blog on their website to get additional traffic and increase user loyalty. Then we analyzed the result and improved it threefold!

I'm quoting excerpts from the original article with comments. I find the experience of BANKIROS instructive and eloquent.

But first, why I chose BANKIROS as an example:

Ashmanov and Partners named Bankiros.ru the fastest growing project in the SEO ranking among financial sites in 2019. The award for these achievements was presented to them at the end of October at the Optimization conference in Skolkovo.

It is difficult to imagine more experienced "test subjects"!

Rapid growth

Almost three years ago, we had a wiki article section. With it, we expected to get additional traffic and user loyalty. To do this, we collected frequent requests on our subject (banks, economics and finance) and ordered the corresponding texts on copywriters' exchanges. At first, everything worked like clockwork: we wrote more articles, and traffic grew. But a year later, the growth stopped at over 100 thousand sessions and began to stagnate. And the new articles didn't help move. Then we started digging deeper.

This perfectly illustrates how content marketing works. At first, attendance grows after each new article. We've been through it ourselves.

READ MORE:Sites of the 5th generation – promote the site without contextual advertising!

And then the growth slows down and stops. You can write new articles. Double their number. Staying at the same level for months.

This situation is bound to happen. It happened to us as well. It's a signal that it's time to blog.

Analysis

We uploaded all the articles to an Excel spreadsheet and calculated the average monthly traffic for each text. So we were able to understand which articles collect traffic regularly, and which do not bring us anything. A total of 85 articles (out of 1485) accounted for 80% of the traffic. This state of affairs did not even correspond to the Pareto principle, when 20% of efforts bring 80% of the result.

Very plausible. This is the picture we see in most cases: 5-10 articles out of 100-200 become the "locomotives" of the blog and make all the traffic. The rest just hang around and gain at best a few dozen (or even just a few views) a month.

We also compared the average monthly traffic of our articles with the base frequency for the main request of the article. It was important for us to find out what proportion of traffic from thematic keys covers our articles. To do this, we divided the base frequency indicators by the volume of sessions per month for each text. The most visited texts took on themselves 20-40% of the base frequency. Therefore, we calculated and decided to strive for 30% on each article.

Interesting indicator! Instead of bare statistics on the attendance of one article, it shows the potential of each article depending on the statistics of the key query of the article. It is more correct to rely on this indicator than to strive to equalize the attendance of all blog articles. Obviously, the "fatter" the key query, the more potential the article has to collect a lot of traffic. And vice versa.

Decision

We began to choose more accurate topics

We found that we spent too many resources on obviously "losing" topics for articles. We had a lot of texts that were written on low-frequency queries. But even more articles were written on high-frequency queries: they brought only 0.0 ...% of the total share of impressions per month. If the first is associated with an unsuccessfully chosen key, then the second is explained by high competition. This mainly applies to articles that were written by keys with the name of the organization.

If you choose an unpopular topic for the article, there will be no traffic. Because there are no such queries in search engines. It's intuitive. But with high-frequency traffic, even experienced SEOs are burned. Our experience suggests that writing articles on high-frequency topics is counterproductive. Such blog articles are needed for about 5% of the total volume, but you should not bet on them. BANKIROS came to the same conclusion.

We have our own vision of where to start a blog. After exhausting this resource, move on to thematic queries.

Also, the low number of transitions was brought by articles written on keys in the style of Wikipedia ("devaluation is...", "inflation is..." and so on). Usually, all traffic for such queries is taken by the Online Encyclopedia itself, or the user does not go beyond Google's quick answers. In this case, even the second place on the first page of the search can bring only crumbs from the total share of impressions. We decided not to waste time on this kind of requests and move on information keys, such as "how to do something", "where to find" or "what are the pros and cons". But most of all we paid attention to previously written articles.

This conclusion is no longer so obvious. Many stumble on this and we are no exception. We have a number of articles on our blog like "devaluation is..."; they are practically zero in terms of traffic.

Optimized old articles

We did not give up hope to improve the performance of texts that did not yet cover 30% of the frequency on their request, but at the same time were not "zero". After re-checking, a number of them were replenished with tables, infographics, images, relevant blocks and links. Texts were rewritten (less "water" - more specifics and useful information) and meta tags were optimized. And for updated articles (for example, on average pensions or salaries), documentation was created indicating the timing of changes and links to sources of official data.

It's important! Here's our article on the subject. BANKIROS have proved that previously written articles require your attention. And that it works.

Improved design

The visual component also affects the number of views and returns. At the beginning of this year, we changed the design of the section, including increasing the font of the text, adding a title image, adding the ability to comment and making micro-markup.

We support the work with design. Here is our article about how to recognize the moment that it is time to redo the site. We have prepared a detailed guide on how to improve the behavioral factors of the blog. BANKIROS has confirmed that it works.

BANKIROS has implemented those "chips" that we recommend by default.

Outcomes

Over the past year, we have managed to triple the average attendance per article per month and the total traffic per section. In addition, we've reduced the bounce rate sixfold and doubled the length of the session (thanks to the comments). At the same time, articles began to be written ten times less.