- Always base your decisions upon data, not gut instincts or feelings when it comes to making changes on a clients site
- Consider reoptimizing title tags, or enhancing content where possible to increase conversions
- SEO is usually always a matter of implementing, testing, reassessing and adjusting
Rhys: Okay, so next question is about … I might have missed this in your training, but obviously we track and we measure to the page level, and at the end of the month we send a report and we know all the pages that people have converted on. And we also know pages that aren’t working, is it part of your process to go back each month? And let’s say you published 10 pages and only five of them led to conversions, will you then the next month go back and address those pages?
John: Yeah, look you can, you can, it really depends on what else is happening at that time during the campaign life cycle, right? If you’ve got other shit going on then you may not have the allocated time or funds to do that, but there’s certainly nothing wrong with going back and looking at that data and saying, “Okay, this is a main page here, this thing’s only converting at four percent, why?” And once you’ve … and this is the sexy part about tracking and measuring the way we do, we know with absolute certainty at the page level how these pages are actually performing. And this is probably my biggest frustration with business owners is that they always go by gut instincts or beliefs, “I just don’t feel like this page is converting.” You know what I mean? Well, fuck, here’s the data, I’ve had this conversation with Byron hundreds of times, right?
Rhys: Yeah, right.
John: This page is converting at fucking 60 percent, I mean, you sure you want to put the dancing chicken on this page? I don’t think that’s going to be useful. But look, going back and assessing those pages is … Look, it’s definitely something I do at the very beginning of a campaign, especially with blog post content, because the majority of clients that I pick up, they’ve been working with several other SEO agencies and, as we know, the sort of content that most SEO providers publish is just garbage. And you might pick up a site where they’ve got 50 blog posts and only two of those blog posts are actually doing anything, and the rest of it’s just sitting there, it’s dead weight. I always do that at the very beginning of the campaign because, and look we could probably argue this point all day long, but look, if a majority of people are landing on a site and they’re bouncing out of there and the time on site and the return visitors engagement and everything else is low, then chances are that could be dragging us down, so that’s one reason for probably doing it.
John: And the other reason is it’s going to screw up your conversion data as well, right? If you’ve got a 50 page site and you’ve got 40 pages of junk that aren’t doing anything, so you want to try and tighten everything up, and you can do that by cleaning up. So, in answer to your question yes, it is something that it’s probably something that you should go back and look over and say, “Okay, there’s a couple of blog posts here that aren’t doing anything.” And the quickest and easiest way to try and revive those blog posts or breathe some life into them is to just re-tweak the titles, that’s what I’ve found. Re-tweak the titles, it takes two minutes, try and figure out how you can change the title to reposition that blog post so that it might stand a better chance and capture some more traffic. But certainly cleaning up at the beginning of the campaign, because like I said, the majority of sites that I pick up for clients they’ve been working with an SEO company and they’ve been publishing all sorts of bullshit content. You know, “Five best ways to renovate your bathroom.” And all this sort of shit that people don’t care about. It’s had two views in the last 12 months.
John: Most of the times there I’m pretty reckless and I’ll just get in there and blow that stuff away, but if I feel that it can be fixed then I’ll do that too. But one thing that I will add to that, you’ve got to be real careful when I say, “Blow things away.” You can’t be reckless, because who knows, there could be some link equity to those pages, internal links, you’ve got to … It comes back to what I often say, measure twice, cut once.