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.
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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.
Blogging Is Not What You Are Doing But What You Are Being
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Think this one through.
Blogging is what you are being. Not doing.
Blogging is not mindlessly doing stuff. Oh shoot. You realized something, didn’t you? Blogging is not building an email list. Email lists do not give you success. Nope. Clear, confident, detached bloggers who have fun building email lists and who trust in the blogging process grow big, responsive, profitable lists….over time. What does this mean?
“Over time” means you do not panic, flip out or bail on blogging, if you calmly build a list and have fun doing it, for a long time, and see the appearances of little or no growth. This is BEING a successful blogger; having fun, trusting, being patient, taking the simple, easy route, even if it feels uncomfortable after blogging and list building for a bit and seeing the illusion of scant results.
Most Bloggers Fail Because They Screw It Up
Most bloggers buy into a lie; doing specific things makes you successful. Nope. If this were the case, everybody who builds a list would be billionaires. Because they built a list, lists breed success, right? Nope. Even if you follow steps robotic-like, your energy, your emotions, your feelings, all make up your BEING. The 6 and 7 and 8 figure earners who happily take this journey are being the 6, 7 and 8 figure earners energetically, calm and confident, after having fun creating content and connecting, and seeing $4 in blogging profits after 6 months of being the person. Every other blogger panics after 1 day, 1 week or 1 month, stop being the millionaire success, do dumb stuff, begin being a broke person, and see struggle and failure until they decide to be the successful blogger again.
The Core Elements of Being a Success
- for fun
- taking the easy but uncomfortable path; do what feels natural to you, even when you slam into fear of wasting your time, fear of being criticized, fear of mental blocks, etc
- with a complete trust in yourself
- with a complete trust in the blogging process
- with a complete trust in sound, proven advice from successful bloggers
Very few bloggers be these energies persistently. Very few bloggers happily earn a pretty penny over time. Few bloggers be success. Most bloggers try to do their way to success but since they act without giving any thought to their intent, their driver, their energy, almost all of these bloggers are being broke, poor, struggling and failing.
Blogging is not robotic. If blogging was robotic, every blogger who did specific things in a certain way would succeed. But this is not true. Blogging is energy. Top bloggers use all types of different approaches to reach the top. This indicates blogging is primarily energy, your energy coloring your actions and results.
Imagine if you feel like a failure. I advise you to write a guest post for me. You tell me you are lazy, have no ideas, cannot do it, need to take a few months off, etc. I offer you an opportunity to promote your success but since you are BEING a failure and feeling like a failure you are blind to the DOINGs (generous guest posting) of a successful blogger. See what I mean? Plus, if you seize the guest posting opportunity while feeling like a complete failure, either the post quality stinks or you write a masterpiece by the odd chance, that nobody reads. Nobody read it because you are feeling/being a failure, so, you see failure results.
100% of the time, blogging is energy. Being a success means blogging your fun, doing what feels easy and natural to you, trusting in self and the process, and feeling uncomfortable along the way.
Why Does Blogging Seem Hard?
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The question of blogging questions.
Why does blogging seem hard?
Blogging in and of itself is not hard. Blogging is a concept. A blog is an inanimate object. It is neutral. It is not hard, tough or easy.
Human beings label their feelings with emotions. THIS is why blogging seems hard.
Doing the neutral activity of blogging feels scary, meaning you unearth and either resist or feel fears. Feeling the fears feels highly unpleasant. Especially if said fears feel deep, strong, and terrifying, depressing or anger-inducing.
But if you resist these deep fears, and refuse to feel them, and blog mainly from a dominant vibe of fear, you fully experience the feeling of blogging being super hard. Blogging is actually neutral but you refuse to feel deep fears that blogging has unearthed. You resisting fear leads to prolonged blogging failure, aka, not seeing much money and traffic, aka, blogging being really hard.
Real World Example
A few moments ago, I scanned one of my daily blogging income streams. I made a little less than I had been making for 1 of a billion reasons. 1 such reason may have been the internet crashing here last night. We experienced a few big, powerful thunderstorms.
Anyway, I noted the dollar amount being lower and felt fear arise in my body. Rather than resist the fear, I felt the anxiety, and my mind hurriedly racing ahead to next month’s paycheck, and then, after breathing deeply for a few moments and fully embracing the fear, I released it. I did not resist it. I felt it. The fear disappeared. I then blog from an abundant, relaxed, detached, generous energy, which helps me become more and more successful.
But the old me – and most bloggers – see a lesser dollar amount for daily earnings, feel an intense fear arise, panic, bury the fear versus feeling it, and run around like mad men and mad women with that DEEP FEAR DRIVING THEM, desperate and greedy, resisting the fear, being driven by fear, and of course, they do stupid stuff with a dominant fear energy guaranteeing their blogging failure. Then, these humans who refuse to face, embrace and feel fears, proclaim blogging to be hard. This is a lie. Blogging is neutral. But you refuse to face, embrace and release your fears, so blogging *feels* hard.
Feel fears when fears arise. Cry it out. Shout it out. Feel depressed or deflated. Do not resist fear. Then, after feeling fears, you will feel good, detached, relaxed and trusting. Feeling these dominant abundant energies, you will create, connect, trust, persist and blog from a relaxed, chill energy. Blogging from this calm, trusting, generous energy makes blogging easier and easier and easier. Money flows in easy. Traffic flows in easy.
Blogging went from hard to easy because you faced fears, felt fears, and progressively blogged from an abundant, generous, calm, detached vibe.
Tip for Feeling Fear
Engage in some energy management ritual that expands your awareness. I do deep yin yoga and power walk daily. Prayer and/or meditation may help. Breathing deeply helps. Do anything that expands your awareness so you can observe and feel fear versus resisting this destructive energy.
Some humans bury fear with busy-ness and jobs they hate. Other people turn to drugs or alcohol to bury fears. All of these folks are unhappy and depressed because you cannot feel good, abundant, relaxed and successful with oodles of fear buried deep inside of you.
Be with your fears. Be gentle with yourself. The blogger who feels and releases fear soon learns blogging gets easier and easier.
Do You Need to Respond to ALL Comments?
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One mistake holds back many bloggers who fail to scale. These folks obsess over responding to every single comment, every email, every message. Why? Pride. Obsession. Attachment to people. Fear of missing out on an opportunity. Fear of missing out on friendships.
Unfortunately, if you spend 14 hours daily responding to every single social request and chat and email and blog comment and message – even if it feels fun – you lose opportunities to scale through blog posts, guest posts, podcasts and doing interviews.
Please; if responding to virtually everything feels fun, do it. But 99% of bloggers BS themselves on this because they respond to EVERYONE from an energy of fear, pain, lack, resistance, force and hustle. Bad idea guys. Force negates. But, power attracts. Meaning if you are willing to use power, and love, and fun, to inject into your work, you quickly see: the cornerstone of massive scaling and persistent growth and freeing blogging success is writing, publishing and placing blog posts and guest posts.
Today, how do I have most fun growing my business, reaching more people, helping more people, and leveraging my blogging presence? Do I achieve these feats by spending 3 hours responding individually to every retweet, Like, blog comment, and so on, and so on? Nope. I spend those 3 hours effectively and efficiently by writing and publishing 3-6 blog posts and guest posts. Blog posts and guest posts scale. Blog posts and guest posts help me reach hundreds to thousands of targeted folks through each blog post and guest post.
Blog posts and guest posts never seem to be written by people who complain about having no time to blog post, and, guest post. Meanwhile, a hefty chunk of these humans spend 1, 2 or 3 hours responding to every Like on Facebook, from a strained, forced energy, fearing they miss out on traffic and bonds, not having fun doing it. But the wise move would be spending 10 minutes responding to comments on Facebook and maybe a few Likes, then, devoting 2-3 hours to writing and publishing blog posts and guest posts.
Think Scale Not Small Time
WAY too many bloggers play small, giving most of their attention and energy to building 1 to 1 bonds. Making friends is important but meeting new friends is even more important.
One lesson I learned from millionaire bloggers: scaling through blog posts and guest posts is the quickest way to reach more people, make more money and increase your blog traffic. Building 1 to 1 bonds by engaging commentors plays a role in succeeding online, but the top bloggers on earth are not running around, spending endless hours responding to Likes on Facebook.
Titans also build one to one bonds through engagement, but if you are not getting 1000 page views a day, something is wrong in the scaling department. Namely, you are playing it small, not thinking about scaling. Scale. Guest post. Post to your blog. Make this the focus of your day. Then, feel free to engage folks 1 to 1 in a limited time frame.
You need to let go responding to every single person all day long to genuinely scale, to reach an increasing number of folks and to do what matters most to your business.
People will buy your stuff without you engaging them. Guaranteed. Folks will find your blog, love your content and buy your course or eBooks. This is a simple, organic process that you muck up every time you believe you need to respond to and engage every single person who reaches out via all online channels.
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