Written by: Richard Fong
Published on March 10, 2021
Published on March 10, 2021
Content Hubs: Organizing Content to Avoid High Bounce Rates
From your simple breakfast all the way to your consumer-centered product, there’s a marketing strategy for everyone and everything. But how do you make sure viewers successfully digest your message?
Marketing is still going strong, arguably even more so with the reach of the Internet. With the progression of the Internet, there have been many changes in successful practices.
Enter content hubs. Used primarily to focus on singular topics, content hubs have been the Internet marketer’s best friend due to their ability to lead site visitors’ interest in a more parallel direction.
However, you can’t just slap on a few articles and wait. There is a structure to be followed to make these components work together.
Let’s say you’ve found an interest in building a computer for yourself, as the trend has been growing this past year. During your research, you find a website that seems to fit the bill as a resource center.
Unfortunately, navigating through the site to find the information you need is cumbersome––at times even downright impossible.
A well-implemented content hub would prevent any possibility of this happening to a site. Simply put, a proper content hub has to follow a tiered system for presenting the information.
Going back to the earlier example, a website that focuses on building computers should have a flow when it comes to its content. This will help site visitors chronologically follow the journey of computer building, from researching to purchasing.
In effect, marketing your content would be both easier and more effective. Of course, certain conditions must still be met. For obvious reasons, content hubs work best when they focus on a particular topic.
In an ideal situation, this means that your site provides a win-win situation. People browsing the web have an easier time getting the information they need, while the search bots in charge of those queries hone in on your content much faster. Once they have a better read of your content, you might have a better chance at ranking higher on SERPs.
As such, it stands to reason that there must be some sort of guideline for designing content hubs. To make it easier to digest, we can summarize this into three main points. This is by no means a comprehensive coverage but will allow readers to get started on their journey.
Kind of like how useful Google Maps may be to someone visiting a new location, a site map aims to effectively direct site visitors to the right page.
It may be likely that you have been in a situation where you have found an article on a website that you have deemed interesting enough. Unfortunately, when you try browsing around, you eventually find yourself lost on this website.
Few things increase a site’s bounce rate more than this. For the uninitiated, a site’s bounce rate is the rate at which site visitors visit the site and then immediately leave or abandon it. It could be due to slow site speed, or a poor user experience, and negatively affect your site’s SEO and SEM.
In terms of best practices, professionals address this preemptively by providing some sort of map to help users navigate their site. This can come in the form of the typical drop-down menu bar or a breadcrumb trail.
The best part is, being a techno-wizard is not a prerequisite here. A simple Google search can show you multiple ways to tackle the problem and create a site map that works for you.
Have you ever noticed how the biggest websites all seem to have a blog? That’s due to the inherent nature of blogs to attract new visitors through daily search queries.
This is why it’s become important to cover variations on a particular topic.
For example, a site focusing on coffee and home brewing could host a few articles about the best kind of kettle or grinder. It’s a simple way of supporting your own content while bringing in more leads.
Add to this the concept of evergreen content and you’re golden. Evergreen content describes content whose value does not decrease over time. Basically, they maintain their relevance over time.
What these provide you with is a constant source of new leads. This is due to the fact that this adheres to SEO suggestions wherein quality content must be offered to visitors in order to gain a better rank.
You can further develop this idea by using different categories in order to better organize and categorize your blog posts. This helps identify what kind of content runs the strongest while also helping you increase your leads’ diversity.
Now that we’ve covered site maps and blogs, the next thing to talk about is the strategy you will be using. With content creation, consistency is always the key to an effective strategy.
Why? Well, producing content consistently helps regular site visitors, as well as new ones, in knowing what to expect from your website. It may not seem like much for you now, but trust us when we say this is one of the highest impact strategies.
It’s the same reason why Coca-Cola will always be Coca-Cola; they stay on brand. If that isn't a sufficient reason, you’d be hard-pressed to find a better one.
Additionally, having a consistent publishing schedule allows your regulars to adapt to your site. This way, they know when to go online and check your publications and such.
It’s a simple concept to understand but difficult to implement in the real world. The best way to approach this would be to plan a campaign and content schedule way ahead of time to make up for any unforeseen events.
Stay on-brand with your posts, and be consistent with those uploads, and things should work out for you.
To help you get started, these tips should make the journey a little easier. Of course, this is assuming you’ve yet to start. In either case, these tips should give you a good idea of how things are ideally set-up.
You can’t expect to have an instant impact when you put up your site. You have to know what the end goal is and what it takes to get to that point. Identifying that end-goal is the first step in developing an effective strategy.
Without knowing what kind of result you want, it’d be difficult to formulate a plan of action to that end.
It should be simple at the start but be prepared to change some of your plans due to shifting circumstances. It’s an accepted part of starting a business that you should be expecting as well.
After you determine your goals, an audience should be the next thing to identify. That’s because catering to too many different interests dilutes your site’s available space as well as your own efforts.
In a concept called niche marketing, marketers are given an audience to focus on. This varies in how narrow the audience can be. Generally, though, you can expect a narrower audience range to have fewer leads but a more loyal base.
Tailoring your site’s structure to your audience should be easier after figuring out just who you are trying to communicate with. Be careful with how you approach this as sometimes, far-reaching ideas can negatively impact your site’s structure.
You can see this in how sites try to implement a hip new layout only to be difficult to navigate. This is one reason to trust the well-worn road of simple site templates.
The idea is to create a structure that smoothly leads the site visitor towards the more in-depth content as well as your selling points. Not to mention, an intuitive design prevents viewers from getting overwhelmed.
If you’ve already created a site, it helps when you can go back through the details and perform an audit.
Sometimes, our past ideas don’t seem to stay relevant––and that’s perfectly alright. The important thing is to be flexible and not stick to one strategy. If it doesn’t work, adapt.
There are various online tools that can help you with this, such as Ahref’s Keyword Tool, which helps you identify weak keywords and keyword trends.
Yes, it sounds like it might take a while. To be honest, it likely will. The key is to be patient with your research. After all, the benefits are well worth the effort you put in.
Ultimately, the point is to peer deeper into the details. Websites are some of the most profitable ventures if done right. Admittedly, not everyone has the time to address all these on their own.
In those cases, it might be worth investing in a digital marketing agency that specializes in content creation. We specialize in that, along with various other facets of digital marketing. Contact Bliss Drive today!