SEO Power Combo: Archived Optimized E-Newsletters
I’m in the process of updating my Website and while going over my keywords and Google stats I noted — to my dismay and awe — that one single archived issue of my newsletter is generating tons of traffic.
I’m dismayed because the keywords people are using to get to my site have nothing to do with my B2B marketing communications services. The newsletter in question was an interview with another B2B expert.
I’m awed astounded because this one optimized newsletter is ranking well for 17 (!!!) interations of one keyword phrase. Twelve of these phrases make up my top 50 keywords, according to Google Analytics. That’s a lot of untargeted — and unwanted — traffic.
What are the lessons you can learn from this?
Regularly check your analytics to ensure you’re getting *targeted* traffic — If a page or piece of content is driving traffic you don’t want, remove that content!
Optimize all of your Website’s content — not just the Home page.
Archive your e-newsletters — If you publish monthly, that’s 12 additional pages for your site. Even better, don’t publish them as PDFs — use HTML instead. Although Google does index PDFs, it’s easier to optimize the HTML code. You’ll also find that other sites will link to them, that people will ask to reprint them, etc.
Write content based on your keywords — Using your analytics and a keyword tool, develop a keyword list and write content based on those keywords. You’ll not only drive targeted traffic, you’ll better showcase your expertise, too.
(And yes, I gave myself ten lashes with the wet noodle. I’ve been so busy for months now I don’t even remember the last time I checked my stats. Bad, bad, bad.)
October 12th, 2008 at 5:59 pm
Dianna,
While trying to optimized for some key word phrases, I accidentially get found for broader terms. For example, all the marketing consulting I do is B2B. Yet I get lots of inquiries about B2C marketing because I’m found under the seach phrase “marketing consultant” as well as the phrase “B2B marketing consultant” which is the phrase I’m actually trying to be found for.
It is also surprising to some how off-topic keywords or phrases can cause the google ads listed on someone’s blog to be related to that topic.
For example, a marketing blogger I know wrote a post about how he needed to lose weight. Suddenly every Google ad on his blog was about weight loss.
Regards,
Mac
mcintosh@sales-lead-experts.com
October 13th, 2008 at 12:32 am
Mac, Yes, the same thing happens for me, as well. I’m always surprised at the keywords people use to find me, too.
October 19th, 2008 at 6:03 pm
Is getting found by the search engines for the wrong keywords really such a bad thing? And btw what tools do you use to manage your newsletter?
October 20th, 2008 at 12:20 pm
Myron,
For me it is. Why would I want hundreds of people looking for a particular service coming to my site when I don’t offer that service? I would rather attract those who seek my marketing expertise.
I use Constant Contact to manage my newsletter — http://www.dhcommunications.com/marketing/partners.htm
October 30th, 2008 at 4:20 pm
I fail to see the problem really. If the site has a good architecture and sticky features then this will keep people looking around the site. More time on the site means more revenue (depending on the model of course) and at the least the site ranking will improve which will get you listed higher in google search results….and the wheel goes round and round. A very over simplified response but hopefully you get the point.
Good luck!
Steve
i: http://www.implu.com/user/steve
October 30th, 2008 at 4:35 pm
Does self-inflicted noodle lashing really have any effect?? I can’t imagine that is all that effective.
GREAT post — really informative and helpful
Tom
October 31st, 2008 at 1:53 am
Steve,
The problem was that I had a bunch of people calling me about telemarketing scripts (which I don’t do). I couldn’t figure out why they were calling. Now I know. I had a *ton* of people looking for free telemarketing scripts. That is why I don’t want all that traffic.
February 19th, 2009 at 9:59 pm
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