Page #2 of Google might seem like a terrible place to be, from an SEO perspective.
But in fact, it’s where you should focus if you want to quickly increase your traffic. In terms of ROI, Page #2 will give you the biggest bang for your buck.
And here’s why:
- The content has already been written
- The articles have already been indexed by Google
- All they need is a few tweaks to push them on to Page #1
In this article I’m going to show you how to:
- Identify your Page #2 articles
- Discover which Page #2 articles offer the highest return on investment (ROI)
- Tweak them so they move up to Page #1
How to Find Your Page #2 Blog Posts
To begin with, log in to your KWFinder account and click on the SERPWatcher tool:
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On the next screen, click on the URL of your website:
Next, click on ‘filter keywords’:
Enter the following filter settings for “current position”, so as to show only keywords that rank on Page #2 (i.e. between positions #11 and #20):
You’ll now see all your Page #2 keywords, listed in descending order:
Now take the first keyword in the list and type it into the search box in the ‘All Posts’ page of your WordPress admin area:
This will bring up the blog post that ranks at the top of Page #2 of Google.
You now need to tweak this blog post by adding to or editing the content.
Here are some techniques for doing this:
7 Ways To Move Your Posts Up From Page #2 of Google
Here are 7 key techniques for giving your articles an SEO boost and moving up from Page #2 of Google to Page #1.
Technique One - 10x Your Content
Scan the headings and sub-headings in the articles that rank above your page in the search results (i.e. the Page #1 results).
Make a list of any topics or sub-topics those articles cover that your article doesn’t. Do your own online research around those points, write new content, and add it to your article.
Technique Two - Embed a video
If your article doesn’t already contain a video, go to YouTube, type in the main keyword for your article and find a useful video on the same topic as your article.
Look for a video that has at least 2,500 views and has a good thumbs-up/thumbs-down ratio.
Then embed the article in your video. Just above the article insert an H2 heading that says:
Watch this video: ‘title of video [which should include your main keyword]’ (05 mins 34 secs)”
Within the rounded brackets insert the actual length of the video.
Technique Three - Adjust the SEO Title
Look closely at your SEO title and see if you can implement any of the following:
- Add parentheses as they make your SEO title stand out, e.g. (Revised and Updated) or (the Complete Guide) or (Don’t Miss Tip #7)
- Insert current year – when people scan Page #1 of Google, they naturally want the most up-to-date information
- Add a number – numbers stand out from text and will result in more clicks
- Add a symbol (e.g. &%#@*) – symbols make your SEO title stand out and result in a higher CTR.
- Make sure your keyword is in the SEO title – searchers are looking for the search term they just typed into Google.
Technique Four - Adjust the Meta Description
- Make sure the keyword is in the meta description and as close as possible to the start of the meta description
- Make sure the meta description begins with an action word (e.g. “Discover how to…”, “Get more…”, “Increase your…”)
- Include words that trigger an emotional response (e.g. ‘easy’, ‘free’, ‘fast’, ‘unlimited’, ‘immediate’, ‘solution’, etc.)
Technique Five - Improve Your Page Speed
This another easy way to push your articles from Page #2 of Google to Page #1.
Page speed (the time it takes your web page to load in a browser) is now a major ranking factor. As I explained in another article, more than 50% of all searches are now performed on mobile devices.
And so naturally, Google wants the results it displays to load fast on a mobile device (otherwise it would start losing market share to other search engines).
And that’s why Google is making page speed a major ranking factor. Google is basically saying: “If you want to show up on Page #1 of our platform, you’ll have to give mobile users a good experience”.
And that means ensuring that your page loads in under 2 seconds.
Go to Pingdom Tools and paste in the URL of the page you are trying to optimize.
If your page takes more than 2 seconds to load, you need to speed up the load time of that page.
Scroll down and look for the box titled: ‘Content size by content type’:
On most web pages, images are responsible for the biggest percentage of content by volume. In this case, it’s a massive 92.99% of the web page content!
The best online tool, by far, for shrinking image files is Kraken. It’s a paid tool but you can use it free for about a month of average use. Just sign up and you’ll get a free account with all the Pro features.
Then go the web page you’re trying to optimize, go to the top menu in Chrome and click ‘Save page as’ (command + S on a Mac). All the image files for that page will be downloaded into a folder on your hard drive.
Now go to that folder and click command + F and set the filter to ‘Kind is Image’:
Now copy all those image files and place them in a new folder.
Next, go to Kraken, upload all the images in that folder, shrink them, and then go to the published article and replace the existing images with the ones you just shrunk on Kraken.
Now go to Pingdom and do your speed test again.
The result: the page now loads in less than 2 seconds:
Notice that the page size has shrunk by more than half.
Technique Six - Improve the Readability of Your Text
How readable is your article?
Are your sentences more than 20 words? Are your paragraphs more than 4 sentences? Do you have big slabs of text without headings to break them up?
These are all things that stop people from reading your blog posts.
Go to Readable and do a readability test on your article. Adjust the text of your article until you score an ‘A’.
This will keep people on your page for longer. And that's going to move your blog post up from Page #2 of Google to Page #1.
Technique Seven - Change the Date of Publication
Once you have done all of this, click on the ‘Quick Edit’ tab beneath the blog post title:
And then change the date to the current date:
A word of caution: only change the date of publication if you have updated at least 10% of the article. If you change the publication date without making substantial changes to the content, this will most likely be viewed by Google as an attempt to trick the search engine and could result in a penalty.
Getting the Biggest Bang For Your Buck
Now that we’ve looked at how to tweak a Page #2 blog post, let’s go back to the SERPWatcher. We want to find which blog posts are going to give the highest ROI for our effort.
The data is currently sorted by rank (the first column) but we now want to sort it by search volume. Click on the 5th column and sort the keywords by descending monthly search volume:
This will show you which of your Page #2 keywords offers the most return for your efforts.
A good strategy is to start tweaking your Page #2 blog posts with the highest monthly search volume. If you can get those posts on to Page #1, they are going to have the biggest impact on your overall traffic.
More Low Hanging Fruit (Positions #4 to #10)
Ok, so now that you’ve moved your Page #2 articles up on to Page #1, it’s time to do the same thing for your Page #1 articles.
What are you talking about? They’re already on Page #1!
I know, but there’s a huge difference in CTR between a blog post in Position #3 and a blog post in Position #8.
According to research conducted by Slingshot SEO, a whopping 35% of all Page #1 clicks go to the top 3 positions on Google:
And Position #3 gets more than 4x the CTR of a blog post in Position #8!
There’s a huge drop-off after Position #3.
And that means there’s a big ROI to be had in moving your Page #1 articles further up the page. This is low-hanging fruit!
Go back to SERPWatcher and use the filter to identify your pages that rank in Positions #4 to #10:
In my case, I have 29 pages that rank between Position #4 and 10. That’s a huge amount of low-hanging fruit waiting to be picked.
And you probably have the same. What would happen to your traffic if you moved all of those #4 to #10 pages to Positions #1 to #3? You'd probably double your traffic!
To move those pages up into the top three positions, just go through the steps I outlined above for each blog post.
As content marketers, we are so focused on creating new content that we often overlook our existing content.
If your articles are on Page #2 of the search results, they are virtually invisible. It’s almost as if you had never written them.
But with a few tweaks, you can move them up on to Page #1. Here again are the seven techniques for moving your pages on to Page #1 of the search results:
- 10x your content
- embed a video
- adjust the SEO title
- adjust the meta description
- improve your page speed
- improve the readability of your text
- change the date of publication
You may be able to double or even triple your traffic by rescuing those forgotten blog posts from Page #2 of Google.