Guess what is the second most popular page on our website, with our homepage being #1?
It’s an article on how to save and edit Facebook Live videos (which also works for normal ones, too).
It generates almost 40 visits a day from Google searches and has been doing so for the last year:
We should be looking at what page on our website gets the most traffic and allocate effort in the same proportion.
In other words, follow Top N in our content marketing efforts.
As part of our Power Hour or client onboarding, performed by our VAs, we should look in the Google Analytics of each client and list the top content pages (see screenshot above) in our audit, placed in the Success Tracker or whatever initial client document.
This way, by seeing what’s winning already on search, we can confidently see what they should be amplifying on social (and if they are already doing so).
See how this can be a manual step VAs can perform after getting access?
Eventually we can automate, but first we must get the procedure down, including the explanatory videos based on various scenarios we find.
For example, when we have a winner in organic search, we want to keep tuning the article.
We want to update it for the latest news, add more examples, link to related articles we’ve published since then, mention the related course, etc.
Amplification, whether adding budget to paid campaigns or getting more traffic and conversion on organic, is the same principle.
What’s your best piece of content that you’ve discovered?
About the Author
You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.
You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.