Content marketing is portrayed as an elixir for branding. Whenever your branding goes out of track, you pull a trick to put it on the track again. The trick you pull every time is high-quality content.
This portrayal corresponds to reality in the online marketing world where content marketing solves almost all the problems.
Digital marketers tend to ignore the issue of doorway pages. Google warned them a long time back that non removal of doorways from the site would amount to penalties. Many didn’t pay heed to the warning. Many SEO-friendly sites with high- quality backlinks still have doorways.
What is the doorway page issue all about and how can content marketing solve it?
Keep reading to find the answers.
Google has defined doorways as pages, created solely for the purpose of ranking. Google has put it as; “We have a long-standing view that doorway pages that are created solely for search engines can harm the quality of the user’s search experience.”
Put simply, Google’s priority is the search experience of users. If a page accounts for a poor search experience, then it’s a doorway. If the volume of content on a page is thin or the content is not useful, yet contributes to the sales funnel, then Google might be prompted to consider the page a doorway.
Now, let’s see how content marketing can steer a website clear of doorways:
Unique and informative content, composed with a creative flair, adds value to a page. Uniqueness is the preamble to a better search engine visibility. Duplicate content, on the other hand, puts a site in harm’s way.
Pages with substantially similar content are at a high risk of being identified as doorways. Contrary to the popular belief, content duplication is not always easy to avoid. Local landing pages are the best example of that.
A multi-location business can have several local landing pages, with similar content on them besides NAPs. As a result, Google may consider them doorways. One way to separate each from the other is to add reviews and testimonials from local customers.
Location-specific keywords and citations can also bring substantial differences in them. Localized content is a product of content marketing and it can solve the content duplication problem for local landing pages.
Value-added search footprint
Penalizing sites that occupy top placements in the SERP without unique and user-friendly content is compulsory for Google. Or else, the SERP would be filled with irrelevant pages, worthless for searchers.
How to add value to search footprints?
Through content marketing. It is the only window leading to value-added search footprints. A webpage failing to retain the incoming traffic for long indicates the content on the page lacks value. Such pages may be considered as doorways by Google.
Eliminating the doorways is one of Google’s priorities and a separate algorithm to deal with them could be just underway. Here’s what Google said:
“To improve the quality of search results for our users, we’ll soon launch a ranking adjustment to better address these types of pages.”
As an inbound marketer, your job is to check
- Which page is optimized for which keyword/s
- Whether the page has content relevant to the keyword/s
- Whether the content is useful for visitors, coming to the site through the keyword/s
It seems Google has problems with pages without sufficient volume of user-friendly content, and also with pages optimized for the wrong keywords.
Landing page compression
How about merging the landing page with the homepage? Doesn’t strike me as a bad idea. How about you?
Let me clue you in on its benefits.
Homepage and landing page being the same can make the website clutter-free, and ease up the navigation for visitors. It can also drive up the conversion rate.
In a time when a loading-time delay of just one second can cause 7% reduction in conversion or wash $1.6 billion down to the drain for a retail giant like Amazon, some may find the journey from homepage to the lead capturing page a long one.
Wondering whether any site has tried this yet? The screenshot below holds the answer:
The red marked texts are the call-to-action. Normally, call-to-action elements are found on the landing page. But the screenshot above shows they can be on the homepage as well.
The content doesn’t beat around the bush, rather gets down to the business quickly. Thanks to the merging tactic, lead-generation can be less-troublesome and more overt, benefiting a business.
The success of this strategy depends on content marketing. You can see in the screenshot above that only 50% of the page was for text-based content. Adding useful information, one or two consumer reviews and sales punchlines, within such a tiny area requires content marketing prowess.
Goal-driven design eases up conversion. It has visual hierarchy at its core, which leads visitors to the call-to-action. Other than being a conversion booster, goal-driven design prevents a page from being declared a doorway by Google.
The visual hierarchy can have a motivational message in the beginning (a headline), facilitators in the middle and call-to-action elements in the end. The headline reminds visitors about their goals.
The facilitators are embodiment of the goals. If a person’s goal is saving money, then insurance policies, IRA guidelines, etc are facilitators. Call-to-action are submit buttons that enroll one for a policy or enlists him for IRA arrangements.
Such a hierarchy can be a great alternative to a faux-sales funnel, which turns pages into doorway candidates. According to Google, doorways can be “Pages generated to funnel visitors into the actual usable or relevant portion of your site(s).” As the visual hierarchy highlights the goal and the facilitators, visitor find it relevant and usable.
This way, pages with goal-driven design don’t meet any criteria that make them doorways and Google goes gentle on such pages.
It may be hard to relate visual content to doorways. But they do add up. Here’s how:
#Image search: Google loves original images. Pages with original images get a lot of traffic from image search. A high volume of traffic is a reliable indicator that the page has useful info for visitors. This way, Google don’t consider those pages doorways.
#Pages hard to find: Such pages are at risk. If the pages drive traffic but are not integrated into the synergy, then they may be considered doorways. While many suggest deletion of such pages, a much simpler and workable alternative is to add product images to them, so that people could locate them through product searches.
Getting rid of doorways is one of the SEO challenges. Sure, there are other remedial methods, aside from the five techniques discussed here. But the tips shared here are related to content marketing and very simple to follow.
Why Invest Money in Your Blog?
I often see new bloggers say they want to blog on a free platform to see if it works. If blogging works on a free platform then they invest in a domain and hosting.
I guarantee guys: you will fail on a free blogging platform. Blogging never works for cheap, fear-filled bloggers using free platforms. Blogging works for abundant, generous bloggers who buy their domain and hosting and who persistently create helpful content and build strong connections.
Why invest money in your blog?
Stand Out From The Crowd
Most bloggers use free platforms.
Investing money in a domain, hosting and premium theme helps you stand out from the crowd. Free themes and free platforms do not impress people. But seeing a premium, clear, professional-looking theme on a hosted platform creates an eye-popping, attention-grabbing experience.
Visualize your blog looking like a lighthouse in a storm. Invest money in your theme and a domain, and hosting.
Standing out from the crowd also helps you connect with the right people online. Birds of a feather flock together.
Listen to this podcast as Alonzo Pichardo and I chat about connecting with successful folks online:
Maximize Monetizing Potential
Free Platforms like WordPress.org do not even allow monetizing. How insane is that?
Blogger is not much better. Tough to monetize on free platforms because you have few options to work with. Plus your blog does not stand out; critical factor in the blog monetizing game.
Investing money in a self-hosted WordPress blog gives you crazy monetizing potential. I currently have established 11 income streams through my blog. You can sell virtually anything through a blog that you own because you call the shots. Toss in sweet customizing options on a self-hosted blog and your blogging profit potential raises the roof.
Build a Respected Brand
Everything is branding online.
Successful bloggers build successful brands first because a brand makes you memorable.
Peep that image above guys.
I built a brand that got featured on:
- Fox News
because I created a clear, powerful blogging brand in Blogging From Paradise.
See the investments in that picture? I invested in a domain and hosting. I also bought a proof copy of my paperback to promote both my eBook and paperback and to bolster my blogging brand.
Spending money helps you lap most bloggers because most bloggers are terrified to spend money. If you dive into the fear of investing money you stand out from bloggers who are terrified to spend even a cent on their blogs.
Drop some dimes guys.
Invest in a bright blogging future.
Imagine if you visited my blog and saw something like:
Looks rough, right?
I would not trust me. No way. Why would I trust someone who could not afford to drop $10 a month on a domain and hosting? If someone is so terrified or cheap they cannot possibly lead and teach readers genuinely. Nor can the individual have the vision and drive to create something meaningful over the long haul.
Think about it guys; imagine if an aspiring doctor said they could not afford med school? Imagine if an aspiring lawyer said they could not afford law school? No way would you trust these doctors and lawyers. Just like no way would you trust a blogger who says they cannot afford to buy their domain and hosting, plus their premium theme. One look at a cheap or free theme on a garbage free hosted blog instantly alerts readers not to trust you. Nor should they trust you.
Invest money now to make more money through your blog.
All business ventures require investment.
Spend money to make money.
If you want to become a full time blogger you can buy my eBook here:
How to Get Endless Content Ideas for Your Blog
Smacked you in the head sometimes, right?
Nothing feels worse than slamming into writer’s block. But nothing feels better than having endless content ideas on tap, making you a prolific, traffic and profit driving machine.
Content ideas abound. But you need to learn how to and where to find these ideas to become incredibly prolific.
This feels challenging at first but finding content ideas seamlessly:
- increases brand awareness
- gives your readers a steady stream of content to benefit them
- increases your blogging profits through a variety of income travels
- inspires your readers to defeat writer’s block and other mental blocks
- helps you become a prolific guest poster
- gives you more ideas for future blog posts
Follow these tips to get endless content ideas for your blog guys.
1: Poll Your Readers
Poll your readers via an email newsletter.
Publish posts questioning readers on their biggest problems related to your niche.
Ask readers questions to get blog post solutions.
Content ideas dance around in the minds of your readers.
Just asking my readers on Facebook or Twitter about their most pressing blogging problems is an easy way to get content ideas. Sometimes I probe into their struggles. Other times I just ask if they have blogging questions. Some days I get 10 answers or questions and other days, 1. Keep asking guys. Probing and polling readers provides ample blog post ideas for you.
2: Hang out on Niche Specific Forums
I spend time daily both answering questions and finding content ideas on the Warrior Forum.
Help folks and see what to write about by observing forums aligned with your blogging niche.
See the most popular posts. What questions do people ask? How do people struggle?
Mine content ideas in the struggles of your ideal readers.
Be an active contributor on forums to better tune into the needs of folks intrigued with your niche. By regularly publishing posts on Warrior I can see and hear problems experienced by aspiring or even professional bloggers.
3: Follow Top Blogs in Your Niche
Read top blogs in your niche. Keep an eye out for popular posts. What do folks have problems with?
Read the comment fields to get a feel on what readers are chatting about. Many commentors have few issues sharing their pain points via blog comments. Pay close attention to complaints, rants or folks who share their biggest dreams. Tune in to these emotional push buttons to find an endless flow of prospering content ideas.
4: Become a Life Observer
I have nabbed more blog post ideas watching life than you’d ever believe.
Look at yesterday’s blog post: Blogging Outside of the Lines.
See how I spotted a blog content idea by coloring with my niece? Life presents you endless blog post ideas if you quiet your mind, relax, and become an observer of it all. The key is to cease trying to do stuff and to simply relax, and watch, life unfolding around you.
Review your last trip to the store. Who did you chat with today? What life lessons did you learn recently?
Draw an analogy between your experience and your blogging niche. Stay on blogging topic. Be on point. Speak to your readers while relating to them on a deeper level. Be a watcher. Find unlimited blog post ideas.
Meditate or do deep yin yoga.
Both practices expand your awareness, a must for folks intent on clearing their head trash to find more blog content ideas.
Work these streams diligently.
Calm your chattering mind.
Find unlimited content ideas for your blog.
11 Tips on Finding the Right Infographic Ideas for Your Brand
Infographics have become ubiquitous on the Internet. Whether you’re on Facebook, Pinterest, or Linkedin, you’re bound to come across an infographic online.
Infographics are popular due to their ability to convert complex data and information into something much simpler, making them interesting to look at and easy to understand.
According to Hubspot’s study, infographics are three times more likely to be shared than any other type of content— a perfect investment for those who are looking to bring in traffic and generate leads.
As more infographics are published on the Internet, creating one that will stand out from the rest takes more than illustrations with charts and data. An infographic can have great design but without a compelling topic, it might as well be skimmed through.
So, how do you come up with a compelling topic people want to read?
The truth is, it’s not going to be an instantaneous process. It’s going to take time, effort, and a lot of in-depth research. There are times content creators overlook research and end up with a lackluster infographic.
Figure out who your infographic is for. Knowing your target audience beforehand can make the process of choosing a topic much easier.
Avoid aiming for a wider audience. Instead, aim for a specific group of people. A one-size-fits-all approach isn’t going to work.
By creating a narrow target, it’ll be easier to create effective strategies for the specified target audience. For example, an infographic about basic exercise won’t be of interest for people who are in advanced exercise programs such as Crossfit or calisthenics.
Cook up a (brain)storm
There are a variety of brainstorming methods to use when coming up with ideas for your infographic topic, such as word association, mind mapping, and keyword research. These methods are perfect for coming up with loads of ideas by exploring different angles and connections.
Tools such as Mindmeister and Ahrefs are great for brainstorming and keyword research. Mindmeister lets you create your own mind map online. You can also export the file into different formats and share it with anyone. Ahrefs is a great tool for keyword research, helping you find high-ranking keywords to use for your infographic.
Another way to find ideas for your infographic is to repurpose existing content. These can be from blog posts, videos, or any other type of content.
Repurposing saves you a lot of time and effort. When you’ve gathered the materials you already have on hand, decide on an angle you want to display the information in. For example, if you have a blog post about 30 ways to save money, you can focus and shorten the blog post and instead, do an infographic on 10 money saving tips for impulsive shoppers.
Knowing what is currently trending can also help you come up with ideas for your infographic. A tool like Google Trends allows you to find the most searched keywords. You can see the searches on different topics and different regions.
Although it’s great to have a completely unique topic for your infographic, it’s also important to consider whether or not it’s feasible. Having a topic that’s too niche and has little to no information to support your research won’t do you any good.
A feasible topic has abundant information that’s easy to access and come from credible sources. Since infographics are meant to inform readers and provide valuable content, an abstract or opinion based topic would have little credibility and wouldn’t be very informative.
For more tips and tricks on finding the right infographic ideas, take a look at the visual guide here!
Andre Oentoro is one of the co-founder of Milkwhale, an internationally acknowledged infographic production agency. He helps businesses increase visibility on the internet with visual data and well-placed outreach campaigns. Read more on his latest guide to Viral Infographics and learn how to get the most value out of your website’s traffic.
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