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Here’s Why You Should Focus on Valley Elevation

Here’s Why You Should Focus on Valley Elevation

We've all experienced it. The dopamine-filled highs of watching site stats blast through the ceiling on our favorite web analytics platform after a piece of content goes viral. As digital publishers, it's in our blood to crave these spikes. But the sobering crash back to reality that follows, and the ensuing scramble to come up with the next piece of content that can match the previous peak, are seemingly inevitable. This constant seesawing is a frustrating and fatiguing experience, no matter the size of your budget or marketing team. What's a publisher seeking stability to do? Are we all targeting the right goals, or is there more here than meets the eye?

Enter Valley Elevation

Turns out there is more to your stats than just those towering summits. It's the concept of valley elevation, and it's been staring you in the face the entire time. Coined by Bradley Schwarzenbach and popularized by bestselling author Andrew Davis, valley elevation posits that you should be focusing on the depth of your metrics' troughs instead of its peaks.


RebelMouse-powered Azula's pageview performance following their replatform to our technology at the end of August 2017. Applause-worthy peaks abound but, more importantly, we see strong valley growth three months post launch.

Instead of chasing the next high, successful publishers focus on ensuring that their next drop isn't as deep as the one before it.

Why Is Valley Elevation so Important?

If we had to bet, chances are not every single piece of content you publish is hitting it out of the park. (Though if they are, kudos to you! We'd love to know more about what's working in your world.) In the regular world, content traction ebbs and flows depending on numerous factors, such as the quality of your creative and technical work, the breadth and depth of your audience, and whether or not the algorithms wake up on the right side of the bed. And like most, your site stats are going to spend more time on the ground than in the clouds.

This is why exciting spikes are not a true measure of the health or success of your site's traffic and engagement, nor an ironclad indicator of how well you and your team are (or aren't) performing. Like most things in life — stock market growth, raising a child, pursuing higher education — it's a marathon, not a sprint. You want to focus on best practices that will result in your valley floor steadily growing in elevation over time.

Put another way, which of the following scenarios sound more appealing to you?

  • Your site publishes content that goes viral a handful of times a month. But virality is fleeting and never guaranteed. And on days when your content takes off, your audience is largely unrecognizable. A flash mob that's gone as quickly as it came. You've satisfied the trending flavor of the moment, and you're lucky if they even noticed what site they were on before they left.
or
  • Your site publishes content that does not go viral as often as in the first scenario. But when your audience does show up in droves, they stick around and consume your other content. When they invite their friends to check out your articles, those new faces stick around, too. And they all come back periodically, whether or not you've recently published something earth shattering or not.

It's a rather stark comparison, but you'd take the second option every time. It's compound growth built on audience loyalty that you can reap the benefits of weeks, months, and years down the line.

"It's only when the tide goes out that you discover who's been swimming naked."

— Warren Buffett

What Does It Take to Grow a Valley?

In a nutshell? Best practices coupled with balance and consistency. Sounds simple — slow and steady wins the race, right? — but putting the discipline into practice isn't always the case. So let's take a step back and first look at what chasing peaks usually leads to:

  • Constantly shifting strategy and generally only throwing all your weight behind the latest trending topic, instead of branching out deeply into every area of expertise you specialize in
  • Creating content that offers few avenues for engagement or participation, and generally only exists to be consumed
  • Blasting your content across every channel and medium available to you with zero pacing, rhyme, or reason
  • Paying little attention to where your audience is coming from, who it consists of, or if they should even be on your site in the first place

By contrast, growing valleys requires:

  • Strategically building out topic clusters that keep your audience clicking through valuable post after valuable post on your site
  • Creating compelling content that organically sparks engagement, not begs for it
  • Enabling your audience by giving them the means to participate in discussions or provide feedback
  • Spending time understanding how your content is being consumed, so you can publish and promote it when your maximum audience is most receptive to it
  • Optimizing every part of your site for maximum conversion — so when and where a user enters your property is never a barrier to a good experience — and always iterating based on data tests you perform
  • Using the social and search platforms that most make sense for your business, and never dumping all of your eggs into one basket — all algorithms strike without prejudice
  • Reusing and repurposing evergreen content — both yours and others', with credit where it's due — to reinforce your expertise and avoid constantly sinking an enormous amount of effort into new content
  • Always searching for and connecting with relevant communities and influencers so they can become part of your army of content advocates and distributors

In truth, there may not be a limit to the number of ways you can grow your valleys. But the resounding theme, as we're sure you've noticed, is that you're constantly in tune with what is relevant to your audience, and operating around those needs without neglecting any one area. The right balance and direction may not always be exciting, but investing in a solid foundation tends to net exponential gains over the long run.

What Successful Valley Growth Looks Like

Earlier in this post, we showcased Azula's strong valley growth after three months of being on RebelMouse. Here's a broader look at how Azula has been doing since the end of August 2017.

True to what's expected, Azula has experienced a number of peaks and valleys over the past seven months. But as the trendline demonstrates, the majority of their valleys have settled at an elevation far above where they were when they started out on RebelMouse. That's the result of a loyal, growing audience consuming content on a 24/7 basis — not only when a grouper swallows a shark in one bite.

How RebelMouse Can Help You Grow Your Valleys

At RebelMouse, we have years of experience building digital properties that attract fervent audiences. Our global team is well-versed in every audience-building discipline, and our guidance is backed by and tested against mountains of data we've collected over time.

We take great pride in helping our clients realize their goals, and partnerships normally manifest in one of three ways:

  1. RebelMouse Platform: If your current platform isn't delivering the technical results you need, or hindering day-to-day operations, then we invite you to take a look at RebelMouse. Back when we began the company, we saw ahead of the curve and deliberately built our platform around social in every way. The culmination of our efforts resulted in what we call Social UX for Media, which propelled Axios into the limelight and turned it into a household name in under a year. Used in tandem with our proprietary Discovery functionality, you have all the tools you need to build a loyal audience that will jumpstart your valley elevation growth.
  2. Strategy Services: Media companies and brands alike often find themselves with surprisingly large divides between the key teams that drive the business. Editorial, data, product, sales, marketing, and revenue can all end up unintentionally working together in frustrating relationships and processes. Simultaneously, all the changes that are happening in digital distribution can cause greater conflict within the teams when figuring things out together, as well as create new obstacles. Bridging these gaps in a positive way that leads to an excited, happy culture with tangible loyalty metrics, new reach, and growth opportunities, is at the very core of what we do.
  3. A Combination of Both: A number of our clients build their properties on RebelMouse and lean heavily on us daily for our expertise. These are some of our favorite partnerships, as the line dividing us starts to blur and we morph into one big family, united in our pursuit of the same desires. Whether it's the Rebels for Good site network, or working side by side with founder and CEO Paul Berry, we provide something for everyone.

If you're interested in what it takes to migrate to our best-in-class CMS, or would like digital strategy help to get your current roadmap off the ground, contact us today. We'd love to discuss a potential partnership and succeed together.

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Our team of traffic-obsessed developers recently implemented some performance optimizations to enhance our platform's integration with AMP, and that has improved the average response time for our clients. This means that users are able to access your AMP pages more quickly, which, in turn, improves your site's traffic from Google.

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On RebelMouse, if you assign an alt tag to an image in Entry Editor, that alt tag will also become the image's file name. Briefly, alt tags describe images for search engines, and also allow people using screen readers to know what the image is without actually being able to see it. Adding your desired search phase to every alt text field, and in turn every image file name, will reinforce its relevance to Google's crawler, bringing you one step closer to the top of search returns.

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By adding some simple (or complex!) CSS to your Entry Editor via Layout & Design Tool, you can have a preset template for side quotes, warnings, or just places where you want something to stand out a bit.

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That's why we are excited to let you know about Google Search Console's Insights feature. According to Google, this new data view will help content creators and site owners answer the following questions:

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Take a peek into how our proprietary technology helps sites surge on search

The RebelMouse platform features a rich search engine optimization (SEO) toolset that guides writers and editors to think about the right search phrase behind every story, as well as how to focus on small but meaningful modifications designed to improve organic search performance.

Our SEO technology centers around best practices for search, including detailed metadata that will help Google's site crawler identify, index, and rank your content quickly. It often leads our clients to experiences traffic surges that look like the following after launching on our platform:

how to increase search traffic

Here's a look inside our proprietary technology that helps our clients experience quick search boosts that turn into long-term SEO wins.

The Search Tab

how to find the right search phrase

Every new article presents a new opportunity to win on search. RebelMouse's Entry Editor features an SEO tab that's designed to help you optimize every post to give it the best shot at winning a targeted search phrase. Here's a glimpse into how it guides editors through a perfected search strategy before the "Publish" button is even clicked.

Define Your Search Phrase

search volume data

It can be tricky to nail down which search phrase you want to win. Within the SEO tab, you can brainstorm your ideas in real time. Through the creative usage of APIs, we ensure writes and editors are armed with the right information when optimizing content for SEO. In the example above, the drop-down list is suggesting search phrases that are already performing well on Google. The number next to each recommended phrase is its monthly search volume.

This helps you determine which phrases are easy to win, or perhaps too competitive to strategize for, on an article-by-article basis. Click here to read more about this feature.

Optimize Your Slug to Match Your Search Phrase

submit url to search engines

The SEO tab in our Entry Editor is designed to repeat your desired search phrase throughout your content so that Google's crawler has every chance to index it correctly for search. With this methodology in mind, it's a best practice to have your article's URL slug match your desired search phrase. From the SEO tab, you can click the Optimize Slug button to automatically match your URL slug to the search phrase you want to win. Click here to read more about this feature.

Pick Smart Recirculation Links

seo outlinks

After you've defined your search phrase and optimized your URL slug accordingly, you can select highly relevant links to add as related content to the end of your article. We call these Around the Web (ATW) links. The SEO tab allows you to pick the best links from your own site, as well as from around the web, which leads to truly amazing traffic boosts. This is a proven SEO practice that's rewarded by Google. Since your article will link to pages already winning your search phrase, it can increase your own post's relevance score in the eyes of Google's crawler.

We automate the surfacing of both ATW and internal links for you, so it's as easy as ticking a handful of checkboxes to add them to your post. We've also done the math, and the data is clear: Adding ATW and internal links to the end of your articles can increase traffic coming to your posts from Google by over 300%! Click here to read more about this feature.

Craft Metadata Before Publish

what is seo metadata

When it comes to Google's site crawler, providing clever metadata is one of the best ways to contextualize your content for search. From there, Google's search algorithm will rank your site for search queries that it determines are relevant to your content. Our SEO tab allows you to write your metadata right from within our Entry Editor. Plus, our character counter will help you make sure that your SEO headline and description match Google's best practices for metadata text length.

It's important to make sure your metadata is clearly written in a succinct way so that Google can quickly understand the nature of your content. Click here to read more.

The RebelMouse Particle Assembler

how to optimize an article for seo

RebelMouse's Particle Assembler is a content creation tool within our Entry Editor that makes it easy to transform your posts into media-rich micro pieces of content, which we call particles, that can both be shared individually and crawled separately on search. Our Assembler functionality gives your content more legs, which means more chances to generate more traffic.

The following steps demonstrate how you can use our Assembler to optimize an article to win a search phrase.

Use Particle Headlines to Reinforce Your Search Phrase

how to write headlines for seo

Assembler is accessible via one simple click in the formatting toolbar of our Entry Editor. From there, an organizational layout will be inserted into your article that will help guide you through building out the particles that will shape your Assembler. The best way to think of Assembler is by treating it as an enhanced list format. If your article is about vegan cooking trends, each particle can feature a new trend. But Assembler does not need to be a simple list. It can also cover the main points of your article and feature user-generated content or even related stories.

Assembler is a helpful SEO tool because it can generate a unique URL slug for each particle, maximizing your article's ability to get indexed by Google for more than one key search phrase. Click here to read more about this feature.

Make the Most of Google's "People Also Ask" Module

how to optimize for people also ask

Particle headlines are also a great way to make use of Google's "People Also Ask" module. This will help you identify search patterns of users who are interested in your search phrase. By tailoring your particles to those patterns, it's likely that your post will move up in Google's search rankings. Click here to read more about this strategy.

Add Media to Every Particle

alt text for seo

Each particle is another opportunity to add relevant media to your post, and Assembler makes it easy to add alt text to every image you upload. Alt text is very important for accessibility and can also have benefits for SEO. Briefly, alt text is text that is added to an image to describe it to search engines, and also to allow people using screen readers to be able to know what the image is without actually being able to see it. You can easily add alt text to any image in RebelMouse from our Entry Editor. Adding your search phase into every alt text field will only bring you one step closer to the top of Google Search's first page.

Make the Most of Our SEO Toolset

RebelMouse's proprietary technology works for any kind of site, whether you're a brand, a new media company, or a legacy publisher. SEO doesn't have to be something that only developers and analysts can understand and augment. Our product is designed to put the power of search in the hands of content creators, editors, and social curators, too.

Start winning on search with every publish. Request a proposal today and let's start working together.

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