Develop a strategy for your popular posts

I bet you can tell me right now which are your three most popular posts.


Image: graur razvan ionut /

What's your strategy with those?

Let me explain: The chances are that they are popular because they do well in search for you. Either by luck or good judgement, you have done something that has got them ranked well with the search engines. You've done the hard part!

I'll also wager that the bounce rate on those pages is sky high. People search for something, find it, and then move on. We all do that all the time, don't we?

So let's talk about a way of getting them to do something more with those golden, popular posts.

Start with what you want to achieve

What are your main goals for the site? Subscribers? Page views? To sell something?

It actually doesn't matter what your goals are, as long as you know them.

But for this exercise let's assume you want more subscribers to your email list, and you want people to buy your super new book about Yak farming in Andalucia.

Now check what people see when they bounce into your most popular post:

  • Does it mention either of the above?
  • Is there a call to action at the end, asking them to do one of the above?

If the answer is no, you're in good company, because most bloggers are in the same position. They think having an advert for the book, and an email sign up form in the sidebar is enough. But you know what? Most people coming in from search won't even notice the sidebar.

Be Blatant

If you want people to subscribe to your email list, then be blatant about it. People respond to being told what to do. If that's your objective, then finish the post with "Now join my email list so I can keep you up to date with the latest on Yak Farming, and also so you can get my free book on how to groom a Yak."

If you want people to buy your book, then finish with a pitch for the book and a link to where they can buy it.

You might even consider using a lightbox to promote either on that particular post. Sure, it will annoy some people, but if they were heading off never to come back again, then what does it matter? The people who really do have an interest in Yak farming will go for it, and they are the ones you want on your list.

Do it every month

Make this a part of your monthly routine. Check which posts have been doing well, then examine each and add one (and only one) call to action to each. Be brave, be blatant and see how quickly you start to achieve your objectives.

Now, before you go, you really do need to subscribe to my email newsletter - you'll get a free copy of my case study which gives all the details on how we took a blog from zero to a full time income in one year.

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