Hold On to Those Eyeballs
Like many marketers, you have down cold the search engine optimization (SEO) strategies and tactics to bring traffic. Those range from a provocative, topical subject head to just the right keywords.
But the tough nut to crack is how to keep those eyeballs focused on your content. The bounce rate is high. And Google takes note. The longer those eyeballs keep following along the article and even moving on to the next one, the higher ranking Google might give you.
Well, Brian Dean of Backlink has come up with two effective solutions. They are included in this video for a number of ways to influence Google results.
Grab those eyeballs with the APP (Agreement, Promise, Preview)
Notice how I started this post with engaging you in something we agree on. That's that you need visitors to hang around longer. Next, I promised you there is a solution. And, finally, I gave you a peek at what has worked. Dean labels that THE APP.
In a sense that's nothing new. It's straight from how you do sales material. What is new is that you have to get it that content isn't for editorial purposes. You have to configure every word of your content marketing to sell. There is a growing glut of content marketing out there. Most of it isn't getting results for marketers. The bottom line on this is that you can't waste your resources on content which won't sell.
Keep those eyeballs with Subheads which scream benefits
Okay, the eyeballs hit on the APP. But they could easily turn to something else. To keep them following your copy you have to flood it with subheads that hammer the benefit of what they will be reading next.
For example, a typical subhead in a legal article about divorce might read:
"When You Need a Lawyer"
A benefit-based subhead would scream:
"$2,340 Lawyer Fee Cuts Alimony Payments 53%"
Throughout the article you will insert these benefit subheads. No, you can't overdo it. Just like there is no such concept of excessive posting on Facebook, there are no excessive whatevers in the fight to keep the eyeballs.
Winning the war of the eyeballs
Yes, the battle for eyeballs is the war among marketers. Lose enough battles and you lose the war.