Much has been written and spoken about the interplay of SEO and CRO, and there are a lot of reasons why, in theory, both ought to be working towards a shared goal. Whether it's simple pragmatism of the business benefit of increasing total number of conversions, or higher-minded pursuits such as the ideal of Google seeking to reward the best user experiences, we have many things that should bring us together. In practice, though, it’s rarely that simple or that unified. How much effort do the practitioners of each put in to ensure that they are working towards the true shared common goal of the greatest number of conversions? In asking around, I've found that many SEOs do worry about their changes hurting conversion rates, but few actively mitigate that risk. Interestingly, my conversations with CRO experts show that they also often worry about SEOs’ work impacting negatively on conversion rates. Neither side weights as highly the risks that conversion-oriented changes could … [Read more...] about What Happens When SEO and CRO Conflict?
Every year, we say how much has changed in the industry — and every year, we’re right. It never ceases to amaze me how much SEO constantly refines itself to more sophisticated Google guidelines and smarter, savvier searchers. Think about it: Since 2011, Moz has counted more than 83 major algorithm updates to the search engine giant. That’s 83 times we’ve had to change our tactics in three years! Can you think of any other industry that has gone through that much fluctuation? Unlikely. So, as part of the end-of-year trends, let’s take a look back on everything that went down this in 2014. January Expedia was the first big brand of the year to get reportedly hit by a penalty for unnatural link building. Rankings plummeted, and Searchmetrics suggested the company lost 25% of its visibility in Google because of the penalty. Matt Cutts put the hammer down on guest blogging, urging any SEO using this tactic as a way to build links to cease fire of suffer the … [Read more...] about A Look Back On What Happened With SEO
It’s no secret that Google — and other search engines — uses a variety of factors to customize search results: your search history, your location, and so forth. If you misspell a word, search engines often guess what you intended to type and show auto-corrected results. But on Google’s search results pages, it’s becoming a secret when these changes are happening. Google Blogoscoped writes about Google ignoring some search terms altogether (as if it knows better than you what you meant to search for). The example in that post is a search for “dictionary cleaning up suddenly,” in which Google ignored the word “suddenly”: But worse than ignoring part of the query is the fact that Google’s explanation is buried at the bottom of the search results where only a small percentage of eyes will ever see it. Why so secretive, Google? If you’re going to rewrite the query for me, wouldn’t it be more transparent to tell me right … [Read more...] about What Happened To Google’s ‘Commitment To Transparency’?
Woohoo! Someone filled out a form for your whitepaper or webinar! You’ve given them what they asked for, but now what? This one conversion probably doesn’t make them a customer. Should you rush to have a sales person call them to schedule a demo? What do you really know about this person, and should you spend your time trying to turn them into a new customer? In my last article, Rethinking The Lowly Thank You Page, I talked about things you need to do to create a better conversion experience with your audience. But, as you can imagine, there is much more to it if you really want to excel and drive your sales performance higher. Don’t Stop Converting At The Thank You Page! Unless you run a consumer e-commerce site, your sales process is usually measured in weeks and months rather than a visit or two. Turning visitors into prospects takes a lot of resources and money, so don’t waste it by only giving them the minimum possible. If you are the brand in your … [Read more...] about What Happens After The Conversion
Remember the story I wrote about a month ago named Don't Force Google's Hand, Especially If You're Sketchy? Well, it appears we may have a similar thing going on - but I am not sure. A new Google Webmaster Help thread has something we typically see in the Google forums, a complaint from a disgruntled SEO client. The SEO client is upset with the services of her hired SEO company and decided to ask for advice in the Google forums. Of course, the SEO company was named but again, nothing out of the norm here.Then we see three "clients" of this SEO company come in, one after and other, and post glowing positive reviews for the SEO company that is being trashed by the folks in the forum. Most of these users began defending the SEO company as if they were the owner of the company. So people got suspicious, as you would expect. Google's JohnMu came in and asked them to clarify who they are and their association with the SEO company in question. He said:REIMarketing & Mortons-1003, … [Read more...] about SEO Company Badmouthed In Google Forum But What Happens Next Is Strange