As a web address, a unique resource locator (URL) depicts the location of a web page, file, or website on the internet. Each URL consists of six important components – protocol, sub-domain, domain, top-level domain, subfolder, and slug. Major search engines recommend webmasters to keep a website’s URLs structure simple, readable, and structured. Google advises webmasters to keep the URLs appealing and understandable for users by organizing the website content logically.Continue reading…
Google and Bing update their search algorithms frequently to deliver the most relevant information to the searchers. They do not use the content length as a key metric while ranking blogs and articles. But several studies suggest that long-form content appear higher on the search engine results pages (SERPs) that short-form content. Also, the longer pieces of content often dominate the first search engine result page. So, site owners and bloggers often wonder what is the ideal content length for their blog posts.
Backlinko recently analyzed 11.8 million Google search results to identify the factors responsible for making an article or blog appear on the first search engine results pages.
According to the analysis made by Backlinko,
“The average word count of a Google top 10 result is 1,447 words. However, despite the fact that long-form content tends to be best for link building, we found no direct relationship between word count and rankings.”
Backlinko suggests that longer content appear higher than shorter content on SERPs due to their ability to accumulate more backlinks. However, you do not write articles and blogs only for search engines. In addition to diverting organic traffic to the blog from search engines, you need to ensure that the content is read by the real searchers and website visitors.
Medium recently evaluated the content posted it to identify what post length captures the maximum attention and reading time.
According to Medium,
“7-minute posts capture the most total reading time on average.”
The average reading time declines when the reading time for a blog post increases 7 minutes.
However, the online publishing platform adds that
“great posts perform well regardless of length, and bad posts certainly don’t get better when you stretch them out.”
Hence, the content length does not impact a blog post’s search engine ranking and reader engagement directly. While deciding the ideal content length for your blog, you must keep in mind some important factors.
What Should You Keep in Mind While Determining Ideal Content Length for Your Blog?
Word Count is Not a Ranking Factor
While indexing and ranking websites, the search engines do not use content length or word count as a metric. In 2019, John Muller, Webmaster Trends Analyst at Google, confirmed the same while responding to a question on how to find word count in SERP on Reditt.com.
According to John Muller,
“Word count is not a ranking factor. Save yourself the trouble.”
Backlinks are more important than Word Count
According to the analysis made by Backlinko,
“Pages with lots of backlinks rank above pages that don’t have as many backlinks. In fact, the #1 result in Google has an average of 3.8x more backlinks than positions #2-#10.”
While writing an article and blog, you can easily boost its search engine performance by getting backlinks from multiple sites. Backlinko draws the conclusion that longer content rank higher than shorter content on SERPs as they create more link building opportunities for writers.
Search Engines Prefer Comprehensive Content
The analysis made by Backlinko further suggests that search engines prefer comprehensive and well-researched content.
According to Backlinko,
“Many SEO experts claim that comprehensive content performs best in Google. Put another way: content that covers an entire topic on a single page may have a direct or indirect relationship with rankings.”
The search engines rank comprehensive content higher to deliver the meet all needs of or answer all questions of the searchers. While writing a blog, you must focus on writing in-depth and well-research content instead of focusing on increasing the word count.
Post Length Impacts Average Reading Time
While writing a fresh blog post, you need to target both search engines and human readers. You cannot achieve the marketing goals without keeping the searchers engaged and persuade them to read the content. As mentioned earlier, the analysis made by Medium suggests that a blog or article cannot capture the attention of readers when the average reading time exceeds 7 minutes.
While writing a blog post, you need to ensure that a reader can read the content in less than 7 minutes. It is always important to review the content elaborately to identify the information that is irrelevant and can be moved. Likewise, you can conduct additional research to add more relevant information to the content.
Focus on Satisfying a User’s Search Query
Search engines prefer content that delivers the most relevant information to the searchers. Google even displays the most relevant information at the top of the SERP in the form of snippets. Before writing a blog, you must focus on identifying the intent of the target audience accurately.
Your content will complement a search query perfectly when it addresses the searcher’s intent. You should further focus on creating content that meets the expectations of a user during different stages of the user’s intent. However, you must map the content according to your precise business goals while planning the blog.
Boost Content Strength by Incorporating Multimedia Content
You cannot increase a blog post’s search engine visibility simply by increasing the word count. You must remember that images and videos are more effective than textual content in generation quick SEO results. Also, many readers these days collect information by watching videos and infographics.
You can easily write SEO friendly blogs by complementing the text with images and videos. You can even consider incorporating multimedia that makes the content more interactive. The combination of various types and formats of content will deliver better SEO results by satisfying users’ search queries.
The search engines do not use word count as a metric for ranking articles and blogs. But several studies suggest that longer articles and bloggers appear higher on SERPs than shorter content. While writing content, you must focus on keeping the human readers and searchers engaged instead of focusing on expanding the content.
Also, you must write SEO friendly content by implementing the latest search engine guidelines. Instead of being obsessed with word counts and ideal content length, you must target both search engines and human readers while creating fresh content. Also, you should implement some of the SEO best practices like implementing an on-page SEO checklist, proper inter-linking between the website pages etc. The quality of the content will help you to get more search engine traffic to the blogs and keep the readers engaged.
While writing fresh articles and blogs, you have the option to combine a variety of content – static content, dynamic content, and interactive content. The static content does not change from time to time, while the dynamic content is being updated constantly according to the latest information and emerging trends. At the same time, interactive content evolves regularly based on user input. Several studies suggest that interactive content is more effective than static content in educating the audience, generating more leads, creating brand awareness, and driving sales conversion.
According to the DemandGenReport.com,
“Bringing static content to life with interactive elements positions B2B marketers to better engage with their audiences. In fact, research shows that 93% of marketers agreed that interactive content is effective in educating buyers versus just 70% for static content. 81% of marketers agree that interactive content grabs attention more effectively than static content. Also, 70% of marketers say that interactive content is effective at converting site visitors.”
You can no longer keep the influence the purchase decisions of prospects and leads only by posting static and text-heavy content regularly. Your content creation and marketing strategy must focus on converting the static content into interactive content. You can use the interactive content as a powerful tool to accomplish key marketing goals like capturing valuable customer data, increasing reader engagement, and promoting brand loyalty. You can make your blogs interactive by incorporating these 12 types of interactive content.
12 Types of Interactive Content You Must Incorporate in Your Blogs and Articles
1. Interactive Infographics
Interactive infographics are a form of new-age interactive content.
According to the visual content marketing statistics posted on Venngage.com,
“Infographics are more effective than videos and presentations at achieving marketing goals.”
In addition to facilitating data visualization, infographics are one of the most readable and sharable types of interactive content. However, you have to put extra time and effort to create infographics that deliver your desired branding message. In addition to picking the right topic, you must focus on presenting the complex information in intelligible and compelling ways.
2. Interactive Video
The popularity of interactive videos as a digital marketing tool has been increasing consistently. Unlike textual content, video clips keep the target audience engaged by creating an immersive experience. Most brands these days experience with ideas to create videos that retain the attention of viewers on the content. You can always embed videos in your blogs to make the static content interactive. Also, interactive videos will help you to deliver the desired brand messaging to the target audience without disrupting their ongoing activities.
3. Polls and Surveys
The social networking platforms make it easier for you to conduct polls and surveys without investing extra resources. You can conduct a poll to collect customer data, understand customer preferences, or get customer feedback by answering a single multi-choice question. Likewise, you can conduct surveys to collect additional information by making the customer answer a slew of multi-choice questions. Many website visitors love to participate in polls and surveys. But you must plan the polls or surveys strategically to make them appear fun and unobtrusive.
4. Interactive Calculators
Online calculators are one of the types of interactive content that products results based on the information submitted by a person reading your blog. You can use interactive calculators as a useful marketing tool to collect additional information about the leads. The calculators will help the readers to evaluate the available options when they are consideration or decision stage of the buyer’s journey. Also, they enable readers to get instant results simply by submitting relevant information. You can use interactive calculators to help readers calculate ROI or savings.
According to Content Marketing Institution, assessments are one of the most effective types of content used in various stages of a buyer’s journey. Each buyer wants to understand and evaluate her precise needs using a variety of parameters. While creating blogs, you can use assessment as a powerful tool to collect valuable information by making the reader answer a slew of questions. In addition to keeping the target audience engaged, the interactive content will help you to gather the information required to send personalized content.
6. Interactive eBooks and Whitepapers
Despite being static content, eBooks and whitepapers are used widely by B2B marketers to generate more leads. You can make the eBooks and whitepapers more effective as lead generation tools by making them interactive. While creating eBooks or whitepapers, you must focus on visualizing information and incorporating animated charts. The interactive content will keep the readers engaged and make them share information by making the longer content easier to read and scan.
7. Interactive Emails
You can easily convert a lead into a customer by sending personalized and targeted content through emails throughout the buyer’s journey. You can make personalized and targeted content more effective by sending interactive email content.
According to MartechAdvisor.com,
“Adding videos to your email content can boost click rates up to 300%, while interactive email content increases the rate of click-to-open by 73%.”
You can easily make the emails interactive by conveying information or highlighting key points using animation.
8. Product Recommendations
Major online retailers like Amazon these days drive sales conversions by recommending the right product to the right lead or prospect. They use advanced algorithms to recommend relevant products to a prospective customer based on her purchase history and recent online activities. You can easily influence the purchase decisions of customers using a sophisticated product recommendation engine. The new-age product recommendation engines recommend the best products to customers using artificial intelligence (AI) and machine learning (ML).
9. Data Visualizations
Images are more effective than text at making human minds consume information and process data. You can use data visualization as one of the most effective types of interactive content. While presenting information, you must explore ways to convert the large datasets into easy to digest graphs, charts, and visuals. The data visualization will keep the target audience engaged by making them consume large and diverse data in a few seconds.
10. Diagnostic Tools
Most people these days look for free online tools to assess, check, and evaluate various things. You can easily make your blogs interactive by offering easy-to-use diagnostic tools. In addition to keeping the visitors engaged, the online diagnostic tool will make users return and trust your brands. You can offer a variety of diagnostic tools according to the nature of your services. For instance, you can use online tools to assess the search engine performance of a website to boost digital marketing and interactive content marketing efforts.
11. Online Contests
Many bloggers these days organize online contests regularly to create brand awareness and promote user-generated content (UGC) generation. You can easily make the readers share your blog posts and post comments by organizing contents. The social networking platforms make it easier for you to organize contests and opinion polls without investing extra time and effort. But you must plan the contests strategically to generate more leads and get new email subscribers.
12. Mixed Reality
Virtual reality (VR) and augmented reality (AR) are two emerging technological trends that have the potential to change the way websites are designed and developed. Many websites already leverage AR to blur the line between physical and digital. Also, 5G will soon enable users to access many unique AR and VR applications in the near future. While exploring ways to keep your blogs interactive, you must consider implementing some of the
On the whole, interactive content is more effective than static content in capturing the attention of readers and influencing their purchase decisions. But the interactive content does not make well-researches and text-based content obsolete. While writing fresh blogs, you must focus on integrating a variety of interactive content seamlessly into your blogs and articles. The interactive content will make your blogs more effective in generating leads and driving sales conversions.
Unlike conventional seminars, webinars are hosted over the internet using specialized software tools. Marketers can easily plan and host webinars using many online live webinar software and online conference software. They can further use the webinars as a new age marketing tool to highlight their skills, showcase products/services, and build their company’s credentials.
But no marketer can accomplish the desired objectives without promoting the webinar effectively and aggressively. While planning a webinar, you must focus on two important factors – hosting the webinar successfully and promoting the webinar from the beginning. You can easily create the attendees interested and engaged by including educational components and relevant information.
Also, you must present the content clearly and impress the attendees during the online presentation. The entrepreneurs, professionals, and students will attend your webinars or online seminars regularly when you focus on educating and entertaining. However, you must explore ways to make more people attend the webinars by implementing these beneficial webinar promotion strategies.
11 Webinar Promotion Strategies to Make More People Attend Your Online Seminar
1. Choose the Right Topic
You cannot persuade more people to attend your webinar without choosing the right topic. While deciding on a topic, you must focus on highlighting your skill and showcasing your professional services. However, it is also important to check if the target audience is interested to know about the concept or topic. You must search engines and social media to know what the attendees are looking for. You can even use search engine optimization (SEO) techniques to choose the topic according to popular and trending keywords.
2. Align with Your Marketing Goals
The smarter digital marketers these days host webinars regularly to generate leads and create brand awareness. You cannot achieve the marketing goals without aligning them with the webinar. It is always important to decide the number of people you expect to attend the online conference while preparing the webinar promotion strategy. You must share information about the webinar on the right online platforms to make more people register for the online conference.
3. Monitor the Webinar Registration Process
According to GotoMeeting.com,
“Marketing webinars have an average attendance rate of 44%.”
Your webinar promotion strategy must focus on persuading more people to register. When more people register for the online conference, the number of actual attendees will increase. That is why; it becomes essential to track the number of people registering for your webinar continuously. The tracking will help you to increase the low registration number gradually through aggressive promotion and sending registrant reminders.
4. Don’t Host the Webinar during Weekends
The busy marketers find it convenient to host webinars during weekends. But you cannot make more people attend the online seminar without hosting it on the right day of the week.
According to GotoMeeting.com,
“Both Wednesday and Thursday attract 26% of attendees, making up more than half of all webinar attendance.”
Hence, you can easily promote the webinar by hosting the online conference on Wednesday or Thursday.
5. Choose a Time Convenient for the Audience
In addition to choosing the right day of the week, your webinar promotion strategy must focus on choosing the right time of the day. It is always important to choose a time slot that is convenient for your target audience. You can allow attendees to mention their preferred time slots while registering for the event. However, it is also important to choose the time slot by keeping in mind the time zone, working hours, and professional schedules of the target audience.
6. Optimize the Webinar Landing Page
The prospective attendees will collect a variety of information about the webinar from the landing page. Your webinar promotion strategy must focus on optimizing the landing page. It is always important to keep the landing page informative and educational. You need to ensure that landing page content must answer frequently asked questions like what is the online seminar about, when will you host the webinar, how they to join the webinar, who will speak at the webinar, and why people should attend your webinar. Do not forget to apply the landing page SEO strategies for your webinar landing page.
7. Keep Reminding Registrants about the Webinar
You must send automated emails to registrants to confirm registration and thanking them for registration. The email must contain the information required by the registrant to attend your online seminar. However, it is also important to remind registrants to attend the webinar by sending emails regularly. You can even make the emails more relevant and effective by including links to your blogs, previous webinars, and ebooks.
8. Promote the Webinar on Social Media
According to GotoMeeting.com,
“Email drives 57% of webinar registrations.”
But you must make the email promotional campaigns more effective by posting information about the webinar on popular social networking platforms. The smarter marketers start promoting webinars at least four weeks before the online conference. Also, they create customized content to be posted on each of the popular social networks. You can make social media and email campaigns more effective by creating a unique hashtag for the online event.
9. Request the Speakers to Promote the Webinar
In addition to implementing webinar promotion strategies, you must request the speakers to promote your webinar. The speakers can promote the online conference through their blogs and social media profiles. When the webinar is promoted by leading presenters, more people will register for the online conference. Also, the presenters will help you to promote the upcoming webinar by reaching out to a wider audience.
10. Complement Webinar with Blogs
You can easily promote the webinar by writing blog posts. In addition to highlighting various aspects of the online seminar, the blogs will help you to divert search engine traffic to the webinar landing page. The blogs will persuade many readers to register for your webinar. Also, the readers can read your blog to answer some of the frequently asked questions about the webinar. However, you must write multiple blog posts and optimize the blog posts for search engines to promote the online conference effectively.
11. Consider Running Paid Ad Campaigns
The email and social media campaigns help you to promote the webinar without incurring additional expenses. Please make sure to follow the email marketing best practices. Also avoid these common email marketing mistakes.
But you must consider using the paid advertisement options provided by search engines and social networks to make more people attend the online conference. You can easily reduce the paid advertisement overheads by opting for long-tail keywords. Your webinar promotion strategies must focus on integrating and aligning the organic and paid promotional efforts seamlessly.
In addition to focusing on educating and entertaining the audience, you must focus on attracting and convincing more people to attend your upcoming webinar. You must implement a webinar promotion strategy while planning a webinar, online conference, or webcast. Some of the webinar promotion tips will help you to convert the webinar into an evergreen online event over a period of time.
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