Quicksand! In cheezy action shows, it was the vilest of naturally occurring killers, slowly drawing people deeper and deeper to their own demise.
In the online world, YouTube is
excellent brilliantly devious at applying the principle of quicksand. I’ll start watching one video and an hour later I’ll find myself watching crazy cat videos plumbing the weirdest depths of YouTube.
YouTube has perfected the art of quicksand: Of offering viewers quick and easy ways to access even more content that they might like.
If you own a blog, you should apply the same quicksand principle to your blog. After all, you worked hard to get readers to your website and you don’t want them to click away… you want to draw them deeper into your blog, encouraging them to read more posts. How do you do that?
I’m not talking about putting people onto your site (such as with marketing) or getting previous readers back to your site (such as with autoresponders)… I’m talking only about keeping eyeballs on your site when they land there.
TOOLS AND STRATEGIES TO DRAW PEOPLE IN
Quicksand strategy #1: Back/Forward buttons: Perhaps the most useful default quicksand method is to add a “previous post” and “next post” link on your site, especially if it displays the title of the blog post too. It’s interesting to me how I use this button: When I’m reading a post and get to the bottom, I can always tell how much I liked the post by whether I hit the “previous” button. There are a small handful of blogs that I do that almost always.
Quicksand strategy #2: Search: Adding a search bar on your blog is one way to get people deeper into your site. The assumption is that they go to your site and search for something they’re looking for. In my experience (based on the types of blogs I write for), this isn’t used very often because people usually get to a site for a reason and stay there for a reason… and searching seems to be something they’d likely go back to Google to do. But if someone really loves your content and wants to see what you’ve written about it, they may use your search line.
Quicksand strategy #3: Displaying more posts: This is another simple strategy that is usually cooked as a default into blog platforms: Quite simply, how many blog posts do you display on your blog? On the current version of AaronHoos.com, people see five post excerpts. Depending on the design of your blog, you might display 2-5 full blog posts or as many as a dozen excerpts (and some themes do a great job of encouraging this strategy with how they display blog posts and post excerpts).
Quicksand strategy #4: Categories: These are the high level key ideas in your blog. Mine, for example, are built around business, finance, and real estate — the three topics I write most about — plus a couple of other categories. Whatever you do, AVOID an uncategorized category because that kind of sucks.
Quicksand strategy #5: Tags/Topics/Labels: Tags are another way to label your blog posts (and, in fact, I think they’re sometimes called labels on some blogs). Categories are pretty important and I think WordPress requires all posts to be categories as something, tags are optional. But I like tags a lot. I think people have stopped using them as much but the use of hashtags in social media has a lot of similarity so maybe we’re using tags again. You can present your tags in a few ways — usually at the top or bottom of a post, embedded in your blog copy, and in a tag list or cloud. I’m a big fan of tag clouds — especially the ones that increase the size of the tag text based on the number of posts tagged with that word. Until recently, I used a tag cloud and would probably go back to one again except that I’m blogging a lot with a few tags that are disrupting the user-friendliness of the tag cloud.
Quicksand strategy #6: Date-based organization: You see this on some blogs. This is where the dates are listed down a blog’s sidebar and when you click on the date, it expands to reveals the blog posts for that date. On some blogs this is appropriate if you’ve been blogging for a while because it adds a layer of credibility to demonstrate how consistent you are. But I’m not convinced of its usefulness otherwise. In most cases, what are users there to do? Rarely will someone look for dated information; I think most readers are on your blog for topical information. Unless you write news or very date-centric content, this certainly is a way to draw people in but I’m not sure how effective it is.
Quicksand strategy #7: Recently posted/most popular/most commented: This is a power strategy that is really several strategies but I’m lumping them together because the functionality is the same and the user-experience is the same: These lists are derived from data gathered from the blog post (such as the date or how often it’s clicked) and displays it in a widget, usually on a sidebar list. I’ve listed three but there are way more… most shared and most mentioned are two more I’ve seen.
Quicksand strategy #8: See also: This often appears at the bottom of a blog post and lists similar articles (usually based on information drawn from categories or tags). I like using this tool when I’m on other people’s blogs, except I don’t like that this functionality is now often being co-opted for click-through advertising, which I think diminishes the value of the blog.
Quicksand strategy #9: In-text links: This is where you write a blog post and then link to previous blog posts whenever you mention something relevant in the copy (as I did earlier when I talked about avoiding the miscellaneous category and then I linked to a previous post about that topic). This needs to be done intentionally and it can be quite effective.
Quicksand strategy #10: View all posts by: This is usually used when you have a blog that hosts numerous authors, so each author’s name is clickable, giving readers the ability to view all posts by a specific author.
Quicksand strategy #11: Your own groupings: This is a strategy I need to do more with. I really like it and I think it’s effectively. Basically, you group together similar blog posts and link to each of them from a single landing page. Then this landing page gets a link in different places (such as your sidebar or your menus or whatever). Think of it as a table of contents built around a series of blog posts that may or may not have been intentionally related when you first wrote them. It’s a great way to quickly pull together content that might not immediately seem related, or to pull together content into a strategic topic. For example, I might do that about sales funnels on my website. (I fully intend to, just haven’t got around to it yet). I like this strategy because it creates so much control over what you present (plus you can add more text on the landing page, which can add further context for the links). And as an added bonus, this method can become a powerful tool in search engines to help attract readers.
Quicksand strategy #12: Link lists in popular posts: In some ways, this is a mash-up of two of the strategies above — see also strategy plus the your own groupings strategy. Start with some of your most popular blog posts and then add a list of related content to the bottom of that post. That way, people who land on that post will see the list and may be drawn deeper into your site.
HOW TO USE THESE STRATEGIES TO PULL PEOPLE DEEPER
These are tools and strategies to add some eyeball glue to your website. Although they won’t all work in every situation, the more you use, the better. People will have different experiences on your blog and they’ll pay attention to different things. One person might click through a link embedded in a sentence, another person might click through a “See more” link, and another person might click a tag. Each user users these tools/strategies because they want something specific from your site.
And one more key point: I wish it goes without saying but I’m going to say it anyway: you need to make sure you post great content on your site! As you build a library of great content, link back to it regularly from your future content to encourage people to read more.