We started blogging pretty Guatemala WhatsApp Number List from the early days of ISLEAN. The articles there were punctual at the beginning. We had also tried for a while to populate it with a sort of “curation” of articles related to our activity that we found on the web (a practice that we abandoned around 2013 by refocusing only on “homemade” articles. “). And it must be at least 5 years now that we are committed to publishing 2 original articles per week. As a result, we have accumulated more than a thousand articles on our site since its creation.

We do all this for various reasons: writing helps us to capitalize, to structure our thinking, to get in the habit of transmitting ideas. The two weekly articles feed our newsletter, which allows us to maintain a link with customers, prospects, friends, partners or spectators who have kindly subscribed to them. And, of course, when luckily our articles are well referenced, this attracts Internet users interested in our subjects on our site. And among these we find some of our customers of tomorrow. Thanks to all this, we have a site that benefits from a rare audience for a human-sized company like ours

A real audience success

The mysteries of SEO and editorial success With such a mass of content, an article’s audience success obeys mysterious and relatively unpredictable forces. Of course, there are a few rules well known to SEO experts: if your article has a highly sought after, but low-competitive keyword, and prominently featured in your text, it will drive significant traffic. If other sites, seduced by its content, offer links to it, this will have the effect of improving its referencing and its traffic. But we must humbly accept that we only have very partial control over this process.

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And since we are transformation generalists, by definition we address very diverse subjects (digital transformation, management, organization, innovation, information systems, etc.) in very diverse sectors. This makes even less predictable which subjects will “work” (and it also complicates the business transformation of this audience, but that’s another subject). (more than 180,000 visits, including 120,000 unique visitors per year), most of this audience coming from research. of Internet users in Google on various and varied subjects.

The mysteries of SEO and editorial success

When an article appears, its publication in the newsletter and on LinkedIn occasionally attracts an audience of varying sizes: in the following 2 weeks, we have a few dozen clicks for the unlucky authors, a few hundred for those who have been able to resonate with the current preoccupations of the readers, or who will have been able to find a “catchy” subject. And then, not much more. Most of the articles join the “long-tail” effect: they will make a few clicks from time to time while finding a handful of curious Internet users.

But, from time to time, without us really knowing why, an article stands out, and begins to find a constant audience. There is generally a snowball effect: the more it is read, the more its audience increases (Google improves its referencing, some sites, without us always knowing which ones, refer to it, which further improves referencing, etc. .) Thus, our “best-selling” articles are rarely the most recent (it takes time to install an audience success). The newest on the list is from 2019, the oldest from 2014.

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