How a Blogcano Helps Both Sides of the Conversion Rate Fraction
Conversion is when the right customers land on your site and find what they’re looking for.
A blog is like a volcano.
Google keeps tweaking its search algorithms to help them do just that. And you can help Google direct customers to your site by thinking like a blogcano.
What’s a blogcano?
It’s a site that spews lots of red-hot, relevant content the same way a volcano spews lava. People—and search engines–lose interest in a dormant volcano, just like a dormant site. But a volcano with lots of fireworks, pouring forth lots of lava is going to stay on Google’s radar, which will keep it on your customers’ radar.
Active volcanoes grow bigger. So do active websites. Treat your blog as a landing page, because that’s what it is: the place where conversion-ready customers land.
Read the complete story in Blogs, Volcanoes, & Your Conversion Rate Calculation.
Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship
Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more
Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices
As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast
Education: Texas A&M University, BS Computer Science and Management
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A terrific article, Brian. Part of the takeaway news is that your blogcano has to be like Old Faithful (okay, it’s actually a geyser). My latest experiment: cut down on publishing content. Well, it was part experiment, part self-indulgence. Result: traffic from the search engine dropped off about 20%. I assume if I let my blogcano turn further into dormant rock, it would continue to slide. That’s right, a rock slide.
Erosion is always working to reduce the size of your blogcano. If you’re not building, you’re shrinking. How quickly did traffic drop?
Took about a month, Brian. Seems to have stabilized.