Blog tip #13: watch your bounce rate

Bounce rate is a measurement that is used to see how many people come to your site and “bounce” off of it before going to any other page on your site.

A high bounce rate usually means one of two things:

1. People are visiting your blog looking for information and they are not finding it.

2. People are visiting your blog, finding the information they need, but do not feel compelled to look any further into what your blog has to offer.

Using Google Analytics you can see the bounce rate depicted as a percentage – the higher the percentage of the bounce rate, the more people that are visiting your site but leaving before clicking through to other pages. So a bounce rate of 90% is a bad thing, while a bounce rate of 25% is a very good thing.

A general rule of thumb is that a bounce rate of around 70% for a blog that is putting out daily news content is pretty good, while a site offering a deeper level of information should be aiming for a bounce rate of around 40 to 50%.

One of the best and easiest to lower your bounce rate is to add a plug in to your blog called “related articles” – a function that will add content to the sidebar that is related the blog currently up on the screen.

The best example of this design is the BBC website (see my red arrows):

So when people come to the BBC to see the latest news on Wimbledon, down the right side column is a whole list of links to other news related to Wimbledon and interesting related information.

There are other ways to reduce bounce rate and many of the tactics will be outlined throughout my 50 Simple Tips to Better Blogging series.

Blogging tip #11: Take a Stand

Like in traditional media formats, controversy sells and you need to look know further than someone like  shock jock radio host Rush Limbaugh who has built an empire on this idea.

While you don’t have to be nearly as over-the-top as someone like Limbaugh, you can attract new traffic by blogging about your position on an issue related to your business.

You will also see a lot of return visits because when you take a position in a blog post, you increase the liklihood that others will add their own two cents in the comment section and check back to see if you or others have responded. On that note, I recommend that if comments do begin to appear that you engage with the commenters – especially if you are just starting out as a blogger.

All over the internet there are these longstanding epic “flame wars” or heated comment section arguments that have been going on for years logging thousands of comments still to this day. All because the writer took a stand like, “Why I love my Blackberry and hate the iPhone” or ‘Why the Washington Redskins Stink.”

Taking a stand can be tricky though and it is important that you remain respectful and get your facts right. Past that, go for it.

Taking a stand is a great way to show your thought leadership and expertise and it can also engage a very large audience in an interesting conversation.

Written by Kevin Grandia

[This is part of an ongoing series of articles on 50 Simple Tips to Better Blogging and you can check out all the previous tips there]

Blogging tip #10: Hyperlinking on Keywords

This is one of the most important tips I can give you for better blogging. So put down your iPhone for a minute and pay attention!

A Google search for the phrase “click here” reports back a whopping 1.2 BILLION results. Quite the popularity for an almost completely useless search term.

The thing about Google (and I will write about this a lot more in this blog tips series) is that Google has a lot of trouble understanding meaning of words and instead relies a lot more on the code you use around the words you write in a blog post. Through this code analysis Google can figure out what your blog post is all about.

One of the most important pieces of code Google looks for is the words and phrases that contain a hyperlink.

Hyperlink  code looks like this: <a href=”www.thewebsite.com”>The words you are hyperlinking to</a> and Google makes the assumption that the words and phrases you put hyperlinks on are more important and relevant to the article than other words.

So this tip is a simple one: put your hyperlinks over words and phrases related to your blog post instead of phrases like “click here” or “read more here” etc. So for instance, if you have a report you want to highlight and people to download, put the link to the report over the title instead of over a phrase like “download the report here.” It would look something like this instead:

Download a copy of the entire report here: The Most Interesting Thing You Will Ever Read in Your Life

Written by Kevin Grandia

[This is part of an ongoing series of articles on 50 Simple Tips to Better Blogging]

Previous tips in this series:

Blogging Tip #1: Write a ongoing blog series

Blogging Tip #2: Cross-Posting

Blogging Tip #3: When you get it wrong, eat big and fast

Blogging Tip #4:  Write like you have a million readers

Blogging Tip #5: Try Video, it’s King

Blogging Tip #6: Beware of Epic Server Fail

Blogging Tip #7: Link karma

Blogging tip #8: Paragraph Breaks

Blogging tip #9: Meme tracking

Blogging Tip #6: Beware of Epic Server Fail

Written by Kevin Grandia

Did your mom ever warn you to “watch out what you wish for, because you might just get it”?

If she did, she was unknowingly a social media marketing genius, because your mom’s warning speaks to a big issue that I see time and time again. To see it in action go to the homepage of Digg.com right now,  click on any of the stories in the “popular” section and see what happens.  When I did, a couple of the stories kicked back and error code or a “this server has timed out” message.

The reas0n these webpages are not going to the story is because being on the front page of Digg.com and many of the other social media news sites, blogs and forums can send a crushing amount of traffic in a very short amount of time. Here’s what that can look like, I took this from a recent traffic spike we had on one of the sites we manage, EnergyBoom. com when a story went on the homepage of Reddit.com:

If we were not prepared, that spike (sending about 100 pageviews a second at one point) would have completely crashed our servers and all that work that had gone into writing a compelling story would have been a complete waste of time.

A lot of hours can go into creating that perfect “viral” video or blog post and when it pops you want to be sure your servers have the capability to handle the surge in traffic.

Here’s a couple of tips that should take care of this issue:

1. I would suggest that if you are building out a project that could result in a crush of traffic that you ask your web designers if they have hosting capabilities as well as the capacity to handle a large surge in traffic – nowadays with the cost of storage and broadband being so cheap, many web designers do have this capacity. It is better to have your own web team handle your server needs because they are very accessible and you can phone them (if they are good at what they do) anytime you want when you have server capacity issues. You can also discuss with them ahead of time when you think they need to prepare for a ton of traffic.

2. If you do not have a designer that offers this, then I would look for a third-party service provider that offers server space on the “Amazon Cloud.” You don’t need to know much about the cloud other than that it is a service that can host your website and as your traffic grows (i.e. when your site is going viral on Twitter), your capacity to handle that traffic grows with it – this is why the Amazon cloud is also called the “elastic cloud.”

[This is part of an ongoing series of articles on 50 Simple Tips to Better Blogging and you can check out all the previous tips there]

50 Simple Tips to Better Blogging

I have been blogging, managing other organization’s blogs and developing blogging strategies for more than 4 years now and have learned a lot.

I have always wanted to do a 50 Simple Tips to Better Blogging guide for clients and anyone else who might be interested.

I am slowly but surely working up to 50 tips and I am indexing them all here in one easy-to-find place.

I hope you find them helpful and please let me know if you have a blogging tip you would like to share and I will include it:

Blogging Tip #1: Write a ongoing blog series

Blogging Tip #2: Cross-Posting

Blogging Tip #3: When you get it wrong, eat big and fast

Blogging Tip #4:  Write like you have a million readers

Blogging Tip #5: Try Video, it’s King

Blogging Tip #6: Beware of Epic Server Fail

Blogging Tip #7: Link karma

Blogging Tip #8: Paragraph Breaks

Blogging Tip #9: Meme tracking

Blogging Tip #10: Hyperlinking on Keywords

Blogging Tip #11: Take a Stand

Blogging Tip # 12: Use Google Analytics

Blog Tip #13: Watch your Bounce Rate