how to grow your blog two strategies that work 22 with timestamps YoutubeScribe.com

[0:01] Part 2. Two major strategies of growing a blog
[0:04] So on one hand we have "viral traffic,"
[0:06] the one that comes as a result of generating
buzz on relevant communities
[0:10] and reaching out to influencers asking for support.
[0:13] And on the other hand we have the "SEO traffic",
the one that comes as a result of putting effort
[0:17] into making your content rank high in Google.
[0:20] So which strategy is easier and more effective?
[0:23] First of all, I have to mention that these
are actually two extreme cases, which
[0:28] in reality don't exist one without other.
[0:30] I mean there's no way to consistently go viral
and not get a single visitor from Google.
[0:35] As well as there's no way to pull massive
traffic from Google and not have a single
[0:39] person share your content on Twitter or Facebook.
[0:42] But in order to prove my point, I will discuss
them individually.
[0:45] So here are the main challenges associated
with each strategy.
[0:49] If you want to grow your blog with viral traffic,
you have to be really good at creating content
[0:53] that will resonate with your target audience.
[0:56] It should resonate with them so much that
they won't be able to resist the urge to share
[1:00] it with others.
[1:02] That's the challenge #1.
[1:03] But virality doesn't happen out of nowhere.
[1:06] You need to get support from influential people
in your industry, who will promote your content
[1:11] to their huge audiences and kick start the viral effect.
[1:15] Influential people are insanely hard to pitch,
so that's the challenge #2.
[1:20] And finally, the goal of your blog is
to consistently reach new people,
[1:24] who will become your new customers.
[1:26] So if you rely on viral spikes of traffic, you'll
have to regularly produce sticky viral content
[1:32] and regularly get support from industry influencers.
[1:35] Because if you stop publishing, your traffic will fade.
[1:38] And that's the challenge #3.
[1:40] Now what are the challenges of growing your
blog with SEO traffic, that comes from Google?
[1:45] Well, your content still needs to be awesome.
[1:48] It doesn't necessarily need to resonate with
people that much, but it has to be insanely
[1:52] useful to them.
[1:53] Which is still a challenge, if you ask me.
[1:56] However, the real challenge is to get backlinks
to your piece of content.
[2:00] Because backlinks is one of the key things
that push you up in Google search results.
[2:04] And building backlinks is something that most
people struggle with.
[2:07] But here's something positive about SEO traffic.
[2:10] You don't have to publish regularly!
[2:12] That's because the traffic from Google doesn't
fade over time.
[2:16] Unless of course your competitors put enough
work to outrank you.
[2:19] But I'm about teach you how to make sure that
it won't happen.
[2:22] So that is my rough comparison of two blog
growth strategies.
[2:26] I'm sure you've noticed that I'm favoring
SEO traffic over viral traffic.
[2:30] Well, the truth is, I don't have any truly
viral articles in my own portfolio.
[2:35] But almost every single post that we publish
at Ahrefs blog ranks on the front page of Google
[2:40] for it's target keywords.
[2:41] And still, I do believe that viral traffic can be
a worthwhile strategy for growing a blog.
[2:46] So I went ahead and brought a guest, who's
articles are read by millions of people.
[2:51] This guy is seriously good at generating buzz
with his content and we recorded a very insightful
[2:57] interview on that topic.
[2:58] Make sure you check it out in the bonus materials
to this course.
[3:01] But for now, let me dive a bit deeper into
"Viral vs. SEO" dilemma and explain where
[3:07] my strong bias towards the latter is coming from.
[3:10] First of all, most newbie bloggers have a
wrong understanding of how viral traffic works.
[3:15] Here is the picture that they have in their head:
[3:18] You publish an article and tweet it to your followers.
[3:20] Some of them like it and tweet it to their
followers, some of their followers like it
[3:25] and tweet it to their followers.
[3:26] This goes on and on and because of this snowball
effect your article goes viral and gets tons of traffic.
[3:32] Right? Wrong!
[3:34] A few years ago guys from Pulsar studied
how content goes viral
[3:38] by examining a bunch of real viral campaigns.
[3:41] And these are the visualizations that they
have created with the data that they collected:
[3:46] What their study had shown is that content
doesn't go viral in a way I just described.
[3:51] There's no such thing as a "snowball effect."
[3:54] Even the opposite, viral content actually
spreads in a decay.
[3:58] Let me explain.
[4:00] Content only goes viral if exposed to
a super-huge audience.
[4:04] In other words, someone with a huge twitter
following has to tweet your article, so that
[4:09] thousands of his followers would retweet it
to their followers.
[4:13] These two steps of the viral outburst bring
the most traffic and visibility.
[4:18] And from there, there goes a rather quick
decay in the amount of retweets and traffic.
[4:22] Back to these visualizations of real viral campaigns.
[4:25] You can clearly see the big hubs that started
the chain reaction.
[4:29] But here's the thing.
[4:30] The fact that an influencer has tweeted something,
[4:33] doesn't mean that all his followers will
pick it up and retweet it.
[4:37] That is why the top 2 challenges of viral
content that I've listed earlier are:
[4:42] Creating super-sticky content that everyone
would want to share with others;
[4:46] And pitching the biggest influencers in your
space to kick-start the viral effect.
[4:51] Both of these challenges are incredibly hard to crack.
[4:55] And that is why I am not a fan of chasing viral content.
[4:58] But in case you want to further explore the
science, psychology and mechanics of virality,
[5:03] I have quite a few great resources in the Further
Reading section, at the bottom of this lesson.

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