As presented at the Search London conference Mike Essex explains the five common issues that stop blogs achieving greatness. From misunderstanding their audience to presenting content in the wrong way and even facing legal issues that could easily have been avoided.

1. By Mike Essex
@Koozai_Mike
THE FIVE PITFALLS
THAT HOLD BLOGS BACK

2. Frequency

6. WE C
SCH
1

7. Identify
the team
members that
can write
Research the
other content
in your
industry
Create a list of
possible topics
Create
guidelines for
your blog
Proof and
improve
content
Check the
results with
Google
Analytics
THE PROCESS

8. Traffic
increased
Social
Shares
increased
Rankings
increased
Comments
increased
Leads &
sales
increased
THE RESULTS

9. Bad Content

10. THE PROBLEM WITH
OLD CONTENT

11. WE DELETED
BLOG POSTS

12. Export CSV of
entire blog
Import
MajesticSEO
link data
Import
Analytics data
Filter to
identify low
quality posts
Keep pages
with good links
/ traffic
Redirect or
expand others
THE PROCESS

13. No SEO
Penalty
Readers
didn’t notice
(that’s a
good thing)
Some 404
errors in
WMT that
were quickly
fixed
Traffic rose
by 10%
Conversions
increased
THE RESULTS

14. Responsive

16. WE DELETED
BLOG POSTS

18. WHAT NEEDS TO BE
RESPONSIVE?

19. Use Analytics
to determine
devices used
Create a site
template that
works on
these devices
Test it on a
separate
location
Identify pieces
that aren’t
responsive
Refine the site
until it works
on core
devices
Launch and
get feedback
THE PROCESS

20. Traffic from
mobiles
went up by
74.6%
Conversions
from
mobiles/
tablets went
up by 213%
Traffic from
tablets went
up by
3,019%
THE RESULTS

21. Legal Issues

24. IMAGES THAT COULD
GET YOU IN TROUBLE

26. WE DELETED
BLOG POSTS

27. Run
Screaming
Frog on blog
Check which
pages have
credited
images
Find credits for
images
without
sources
Update
images
without credit
Find new
images for
those you
can’t credit
Create policy
for future
images
THE PROCESS

28. Peace of
mind over
old content
Blog posts
got more
images
Team got
clearer
guidance on
where to
find images
THE RESULTS

29. Conversions

30. REASONS FOR HAVING
A BLOG

32. WE DELETED
BLOG POSTS

33. Identify your
target market
Research the
content they
like
Create content
that appeals to
them
Add calls to
action on your
content
Promote it on
the sites they
read
Track it and
write more of
what works
THE PROCESS

34. 6,500
whitepaper
downloads
15,800
Social Media
followers
8,000 opted-
in email
addresses
Year on year
traffic
increased by
72.89%
Annual ROI
from blog
channels
increased by
201%
THE RESULTS

35. LOADS MORE FREE
TIPS AND ADVICE
FREE
Whitepaper
http://kooz.ai/
Content-Whitepaper

36. THANK YOU FOR LISTENING
@Koozai_Mike
mike.essex@koozai.com
0845 485 1262
koozai.com

37. REFERENCES
http://en.wikipedia.org/wiki/List_of_Game_Boy_Advance_games
http://www.bigstockphoto.com/image-5555848/stock-photo-cartoon-crowd%2C-hole
http://www.bigstockphoto.com/image-48135941/stock-photo-international-motor-show-autoexotica-2013
http://www.bigstockphoto.com/image-42271948/stock-photo-electronic-waste
http://www.bigstockphoto.com/image-22720367/stock-photo-cartoon-crowd%2C-gun
http://www.bigstockphoto.com/image-8541196/stock-photo-cartoon-crowd%2C-square-grid
http://www.bigstockphoto.com/image-6623826/stock-photo-cartoon-crowd%2C-shield-ring
http://www.bigstockphoto.com/image-54259598/stock-photo-stolen-piece-of-art
http://www.bigstockphoto.com/image-49623251/stock-photo-fifty-pounds-sterling-an-coin-
stack-uk-currency-macro
http://www.bigstockphoto.com/image-5555836/stock-photo-cartoon-crowd%2C-end-of-the-road