December 26, 2023 • 17 mins
Stop wasting time chasing Google Search updates. Most websites can't convert traffic even if search engines send you traffic.
Stop deleting content on a hunch chasing rankings. Instead, use a scientific approach that triples conversion.
You're in the right place if you want double digital conversion rates and more cash flow from your business website.
This approach looks at extracting best practices for lead and sales conversion. Then turns those best practices into better evergreen content.
Evergreen content helps you draw consistent visitors and conversion. You'll have more predictable results for your business website.
Unfortunately, many marketing managers choose to delete content rather than improve it. They look for quick wins without understanding how conversion rate optimization works.
Copywriters and marketers can provide a valuable service in rewriting poor-performing content. This is value-added because you understand targeting.
More importantly, as conversion rates increase, so can cash flow. Documenting best practices makes new content creation more predictable.
I'm looking forward to your questions in the comments.
Want more consistent cash flow in your freelance copywriting or small agency? Start with lessons on the business of copywriting. Join us at https://www.adbriefing.co.uk/newsletter/
#SearchOptimziation #ConversionRate #ConversionOptimization #WebAnalytics #FreelanceCopywriting #ContentMarketing
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
Stop deleting content on a hunch chasing rankings. Instead, use a scientific approach that triples conversion.
You're in the right place if you want double digital conversion rates and more cash flow from your business website.
This approach looks at extracting best practices for lead and sales conversion. Then turns those best practices into better evergreen content.
Evergreen content helps you draw consistent visitors and conversion. You'll have more predictable results for your business website.
Unfortunately, many marketing managers choose to delete content rather than improve it. They look for quick wins without understanding how conversion rate optimization works.
Copywriters and marketers can provide a valuable service in rewriting poor-performing content. This is value-added because you understand targeting.
More importantly, as conversion rates increase, so can cash flow. Documenting best practices makes new content creation more predictable.
I'm looking forward to your questions in the comments.
Want more consistent cash flow in your freelance copywriting or small agency? Start with lessons on the business of copywriting. Join us at https://www.adbriefing.co.uk/newsletter/
#SearchOptimziation #ConversionRate #ConversionOptimization #WebAnalytics #FreelanceCopywriting #ContentMarketing
Become a supporter of this podcast: https://www.spreaker.com/podcast/adbriefing-copywriting-tips--3257924/support.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
If you want to increase the amountof evergreen, high traffic content on a
website, then pay close attention.If you're a copywriter or marketer, or
you're a business owner that has ablog or some kind of information resource to
attract customers online, You've got tobe careful with a lot of these SEO
advice that's given out there. I'mjust in hit with ad briefings, copywriting
(00:22):
tips. So before you hire acopywriter to write more content, before you
get into a project with a client, we want to make sure that we
have evergreen, high traffic content thatconverts. Now. I know there's a
lot of desire to be recognized bysearch engines and have number one ranking and
other things, but really what mattersto the revenue of your business is that
(00:45):
people when they visit your website takean action to become a lead or to
make a sale. And this salestransaction isn't just to get the money,
but it's to start building a relationshipwith that prospect so that they come back,
they pay, stay, and refer. So we need content on our
website and in other areas of ourbusiness because this rings true for both the
(01:08):
web and for optimizing other types ofcampaigns. But the content we create and
put in front of our buyers orour prospects has to help them move towards
a solution. So I see alot of talk right now about the Google's
High HCU update, the High QualityContent Update, and they're talking about useful
(01:32):
content, and then they're talking aboutgoing back into a content site and deleting
everything that is not considered useful.Now, my argument is when you go
back and take perhaps you take outpages that have no traffic, you take
out pages that have no back links, you take out pages that are under
a certain amount of words, you'renot actually doing anything useful because you're removing
(01:53):
from your site what may be contextuallyincluded in the overall ranking of your site.
Also, if content has low value, it may have some value to
your target customer. So low valueto Google, but some value to your
target customers. And so what I'mgoing to share with you in today's podcast
(02:15):
is a few ideas and concepts thatyou can use to optimize the value of
your site to move more content towardsevergreen content. Now, what is evergreen
content? I'll tell you that hereshortly. But to also increase your overall
conversion rate. Let's start with evergreencontent. I would much rather have one
hundred articles on a website that eachget one hundred visitors a month than to
(02:38):
have one article that gets one hundredthousand visitors. Today, I want content
that gets consistent and regular visitors.Because every piece of content on a site
that I manage, and I managea handful of sites, ten different sites.
I manage client sites, I manageother sites, we optimize for conversion.
If we have consistent traffic every month, then we should have consistent leads
(03:00):
every month. We should have consistentsales every month. If we're just going
for the highest ranking, and wewant a post to go viral, whether
it's on social media, whether it'son your website, whether it's in a
direct mail campaign, then that's likea one hit wonder. It's not going
to build a business. It mightmake you feel good, and as a
copywriter sometimes you want that hit sothat the customer will be happy. But
(03:24):
if you can't reproduce it to turnit into something that works month after month,
year after year, then you're goingto have to go evergreen, because
that one hit is just the you'relosing money. There's so many ways,
you're losing money. Now what's importantis that all the content on your website
(03:46):
at some time had some reason tobe posted. And so we put all
that content into a content library ora content vault, and then we go
back and we ask the question isthis content useful? See Google was okay
with that content five years ago,two years ago, and now it's not.
What if the content that's there nowis actually important in the future.
(04:09):
So what we're gonna do is we'regonna take all that content, We're gonna
put it into a content bolt,and then we're going to rank it according
to our end user into our clientSo if the visitor landed on this page
where they know it's for them,you know, so we get out our
customer avatars and our buyer personas andwe say, okay, who is this
for? Does it what problems doesit solve? What questions are we answering?
(04:33):
Is it well connected with other contentin the website. We're literally determining
what is our measurement criteria before wedo anything else. Just because of what
a page has under one hundred,eight hundred and fifty words, it doesn't
mean anything. That page could bea heavy a great landing page with an
opt in on the bottom, andyou're getting a twenty percent conversion rate for
(04:55):
anybody who lands on that page.And the problem isn't the page. The
problem is that you aren't sending anyfront and traffic to it. And this
is very important. Search engine optimizationisn't the only way to get traffic to
your website. You can promote iton social media. You can do pay
per click advertisements, you can senda postcard campaign, you can have an
event and it's send people to it. You can create other content that basically
(05:17):
hubs in these pieces of content.There are so many things you can do,
and so if you delete the content, you are essentially erasing the standing
value of that content. And again, if you've measured it and it doesn't
have any value, then you're betterto rewrite it, because, like a
credit score, the longevity in themarketplace applies towards your authority, and that's
(05:41):
just not on search engine itself.You know, if you've wrote a piece
of content twenty thirteen and it's twentytwenty three right now, and that content
is still relevant to a visitor,and the visitor may say, well,
geez, these people have been arounda long time. Wherever you been,
I haven't been able to find youbefore. So very low traffic pages,
very high balanced pages, they tellyou. So something different than just Google
(06:02):
doesn't like it. Again, itcould be that it wasn't targeted to the
customer. Maybe the writing style isnot clear to the visitor. Maybe there
is a not very many illustrated imageswhere there should be illustrative images. So
we want to develop a criteria forperformance. And once you've just determined the
(06:24):
performance criteria, you're going to goin and start cultivating the list. So
we use a topic testing method.We don't have to go into that much
detail, but we do a scientificapproach because again we are transaction and conversion
based and so we want that customerto be returning customer, and so we
don't really care so much about bouncerate. We care more about the what's
(06:46):
the percentage of returning customers? Soin a customer service part of the website,
we don't want the customers to returnall the time. That means there's
a product problem. But in theinformation or the discovery area of the website,
transactional keywords are going to be veryshort bounce rates because people are going
to do the transaction to move on, but those informational keywords, those decision
(07:10):
making areas, they're going to spendmore time. The point is, we
document our best practices, we scorethe content, and then we go in
and try to apply as many ofthose best practices to the poor performing content
as possible. So if we've gota funnel a catalog website, we're going
(07:31):
to optimize that differently than a contentwebsite. So the catalog website, we
do want a high return rate.We want people to keep coming back to
the website, but we want themto put stuff in the cart so they
can land on a product page andspend two seconds and then put something in
the cart that is wonderful. Wedon't want people spending twenty minutes on a
landing page or on a product pagebecause there's something wrong. They aren't getting
(07:57):
the answers they need. Now,if there's a big list of reviews,
maybe they're reading the reviews and wewant to be able to measure that,
and that's going to be a distancescrolled down page. But if we're optimizing
for conversion and somebody never visits aproduct, we have to ask us ask
the question are we even promoting theproduct? Is it selling in other channels?
(08:18):
Is how we're presenting the product wrongand so deleting the product out of
your catalog, especially when a lotof these catalogs have digital products or they
have products that are seasonal. Wedon't want to have a poor measure cause
us to take away something that works. Okay, sometimes just getting the initial
sale has way more value than gettinga specific sale. So if the customer
(08:43):
buys something or prospect buy something,they're now customer, and then our follow
up can increase the value of thatcustomer. So again, we're going to
apply the best practices to the worstcontent in place so that we're not taking
away that signal for age and we'reexpanding the article. We're being more focused
on the audience interests, but we'realso looking at other signals that related to
(09:05):
the purpose of the website itself.Now, again, these improvements demonstrate to
the search engines, they demonstrate toyour visitors, they demonstrate to the ecosystem
that you're in, whether it's socialor paid advertising, that you're actually maintaining
your website. See, part ofquality is that you actually maintain your website.
(09:26):
So we don't want to erase thetime in the marketplace, but we
do want to show that we're growingin the marketplace. So let's talk about
a content website. You've got abunch of articles that you've rate it poor
quality, and by the way,we need to rate high quality so that
we don't touch it. The stuffthat works, we don't want to touch
it. So we go into stuffthat's not working and we look at it.
(09:48):
Is it evergreen, like, isit still relevant today? Does it
meet the target audience's interests or intent? Is it focused on a specific keyworder
just kind of rambling all over theplace. What about the content can be
connected to other content in the website, and then, of course, how
do we promote it. Now,we can come up with, depending on
the analysis, one hundred different waysthat content can be improved. But improving
(10:15):
that content is so much better thandeleting that content, because at least you
have a basis to start with,you can start testing. So one of
the things we might do is wemight take a poor piece of content,
rewrite it, and then write awhole new piece of content that maybe fits
better in the topics that work,but connects to the other topic that's maybe
supportive, and now we've got anew content hub and the organization of the
(10:39):
poor ranking content is better, andthat brings in more traffic or that brings
in more conversions. We find thatsometimes there's an opt in page that doesn't
work, So the page is gettingtraffic, but we're not getting conversion.
Turns out the opt in page hasbeen broken. So it's a bit more
complex than just deleting pages. It'sa bit more complex than getting backlinks.
(11:01):
If you want to optimize for conversion, it is an analysis role, and
so we want to be looking attime and market. We want to be
looking at composition of in quality ofvisitors. We want to be looking at
our promotion cycles. We want tobe building out the inter relationships between content
and concepts, so the topical mappingwithin the website itself, we want to
(11:24):
be building out topical mapping outside ofthe website. And so just writing more
copy it doesn't solve the problem.Deleting poor performing copy doesn't solve the problem.
And then the last part is justjust randomly updating stuff doesn't solve the
problem. It is very possible thatduring an optimization exercise that you would undo
(11:46):
valuable things if you again don't dothe scoring, and you don't do the
ranking, and you don't do thevery strategic approach of updating. Now the
last point, there are times whereyou may delete content. So let's say
you've been doing ab splits between salesletters and you do have a poor performing
sales letter and you want to removeit from the website so that it doesn't
(12:11):
distract from the better performing sales letter. So you're going to remove Maybe you're
doing a sales letter test. Eachcode is individually coded. You want to
remove the one that is not performingand replace it with a new test to
try to beat the control. Now, we like to use page optimization tools
(12:31):
so that we can just take thattest out of a series and that saves
us a little bit of time onthe front end. But again, if
the content is a lead page oran opt in form or a sales letter
that is absolutely not performing, andyou've coded the URL so that you can
know whether it's performing or not,you can just delete that page and redirect
(12:52):
it. If you have content thatis factually incorrect or otherwise, maybe it's
disparaging to somebody. Maybe it's beena page that's been hacked and got spammed
on that page can be completely deletedand it can be redirected to a more
legitimate page, because the changes inthat page may not overcome the fact that
(13:18):
you've you've done something that's very wrongon that site, and that tells you
you need better quality control when itcomes to producing content. And that's one
of the things we help our clientswith is helping the staff understand that we
don't want to try the next newthing we saw on Reddit. We want
to go out there and use bestpractices tested in the marketplace, look at
conversion, and then optimize based onconversion, not the next Google search algorithm,
(13:45):
you know, the next Google update. The last place you're going to
delete content is when that content hasbeen it just doesn't make any sense for
that particular website. So it mightfit the audience, but it just doesn't.
It's like on a catalog site.You've got a catalog site and you've
(14:05):
got a bunch of blog posts thatare getting more attention than the products itself,
and so you can go in anddelete that content. But again,
I don't want to delete any content. I'd rather look at the page objectively,
fix the problem, put in thedisclosures if you have to, and
(14:26):
then only be removing content when itcomes to hard marketing campaigns. And then
more importantly there we use a lotof tools, for example, that are
going to do dynamic splits on thepage so that we can test headlines and
do multivariate testing. It just alldepends on your traffic. If you don't
have a lot of traffic, sometimesyou might have two pages with different coding
(14:46):
in the URL, and then youreally do want to delete the page that's
not converting. So I'm just inhit with ad briefings, copywriting tips.
I hope this has been a quickanalysis and it just keeps you from deleting
pages off the web site because deletingthe low performance. If the page is
not getting any traffic already, thendeleting it doesn't do anything. The search
(15:09):
engines are not going to waste theirtime spidering pages that aren't getting any traffic.
So rewrite the page, allow yoursite maps to update, implement your
best practices, know what your bestpractices are. Better target your audience so
the search engine knows who to sendto you. And stop doing these things
(15:30):
that are simply a waste of timethat have no real science to it.
Again, conversion rate optimization is astatistical implementation of actual measures and a lot
of social science to know what's goingto modify the visitor's behavior. If you'd
like to deep dive on that onyour content site or your catalog site,
(15:54):
and you spend at least ten thousanddollars a month on advertising or your general
budget for content creation, give usa call. Visit www dot adbriefings dot
co dot UK. Let's do adiscovery call. Let's look at the practices
you use for optimizing content, andlet's see if we can't double, triple
(16:17):
or even quadruple the amount of cashflow you produce from your website. That
may not be an increased conversion rate, that may be something else. But
again, what are we doing reallywith these websites? What are we really
doing in a business. We're notserving Google, We're not freelancers for Google
that don't get paid. We're aboutserving customers. We're about solving problems,
(16:41):
and we're about again the conversion asa signal for visitor satisfaction. Thanks for
listening. Again, I'm justin hitwith adbriefings, copyrighting tips and I'm looking
forward to answering your questions at www. Dot adbriefings, dot co, dot uk
If you want to increase the amountof evergreen, high traffic content on a
website, then pay close attention.If you're a copywriter or marketer, or
you're a business owner that has ablog or some kind of information resource to
attract customers online, You've got tobe careful with a lot of these SEO
advice that's given out there. I'mjust in hit with ad briefings, copywriting
(00:22):
tips. So before you hire acopywriter to write more content, before you
get into a project with a client, we want to make sure that we
have evergreen, high traffic content thatconverts. Now. I know there's a
lot of desire to be recognized bysearch engines and have number one ranking and
other things, but really what mattersto the revenue of your business is that
(00:45):
people when they visit your website takean action to become a lead or to
make a sale. And this salestransaction isn't just to get the money,
but it's to start building a relationshipwith that prospect so that they come back,
they pay, stay, and refer. So we need content on our
website and in other areas of ourbusiness because this rings true for both the
(01:08):
web and for optimizing other types ofcampaigns. But the content we create and
put in front of our buyers orour prospects has to help them move towards
a solution. So I see alot of talk right now about the Google's
High HCU update, the High QualityContent Update, and they're talking about useful
(01:32):
content, and then they're talking aboutgoing back into a content site and deleting
everything that is not considered useful.Now, my argument is when you go
back and take perhaps you take outpages that have no traffic, you take
out pages that have no back links, you take out pages that are under
a certain amount of words, you'renot actually doing anything useful because you're removing
(01:53):
from your site what may be contextuallyincluded in the overall ranking of your site.
Also, if content has low value, it may have some value to
your target customer. So low valueto Google, but some value to your
target customers. And so what I'mgoing to share with you in today's podcast
(02:15):
is a few ideas and concepts thatyou can use to optimize the value of
your site to move more content towardsevergreen content. Now, what is evergreen
content? I'll tell you that hereshortly. But to also increase your overall
conversion rate. Let's start with evergreencontent. I would much rather have one
hundred articles on a website that eachget one hundred visitors a month than to
(02:38):
have one article that gets one hundredthousand visitors. Today, I want content
that gets consistent and regular visitors.Because every piece of content on a site
that I manage, and I managea handful of sites, ten different sites.
I manage client sites, I manageother sites, we optimize for conversion.
If we have consistent traffic every month, then we should have consistent leads
(03:00):
every month. We should have consistentsales every month. If we're just going
for the highest ranking, and wewant a post to go viral, whether
it's on social media, whether it'son your website, whether it's in a
direct mail campaign, then that's likea one hit wonder. It's not going
to build a business. It mightmake you feel good, and as a
copywriter sometimes you want that hit sothat the customer will be happy. But
(03:24):
if you can't reproduce it to turnit into something that works month after month,
year after year, then you're goingto have to go evergreen, because
that one hit is just the you'relosing money. There's so many ways,
you're losing money. Now what's importantis that all the content on your website
(03:46):
at some time had some reason tobe posted. And so we put all
that content into a content library ora content vault, and then we go
back and we ask the question isthis content useful? See Google was okay
with that content five years ago,two years ago, and now it's not.
What if the content that's there nowis actually important in the future.
(04:09):
So what we're gonna do is we'regonna take all that content, We're gonna
put it into a content bolt,and then we're going to rank it according
to our end user into our clientSo if the visitor landed on this page
where they know it's for them,you know, so we get out our
customer avatars and our buyer personas andwe say, okay, who is this
for? Does it what problems doesit solve? What questions are we answering?
(04:33):
Is it well connected with other contentin the website. We're literally determining
what is our measurement criteria before wedo anything else. Just because of what
a page has under one hundred,eight hundred and fifty words, it doesn't
mean anything. That page could bea heavy a great landing page with an
opt in on the bottom, andyou're getting a twenty percent conversion rate for
(04:55):
anybody who lands on that page.And the problem isn't the page. The
problem is that you aren't sending anyfront and traffic to it. And this
is very important. Search engine optimizationisn't the only way to get traffic to
your website. You can promote iton social media. You can do pay
per click advertisements, you can senda postcard campaign, you can have an
event and it's send people to it. You can create other content that basically
(05:17):
hubs in these pieces of content.There are so many things you can do,
and so if you delete the content, you are essentially erasing the standing
value of that content. And again, if you've measured it and it doesn't
have any value, then you're betterto rewrite it, because, like a
credit score, the longevity in themarketplace applies towards your authority, and that's
(05:41):
just not on search engine itself.You know, if you've wrote a piece
of content twenty thirteen and it's twentytwenty three right now, and that content
is still relevant to a visitor,and the visitor may say, well,
geez, these people have been arounda long time. Wherever you been,
I haven't been able to find youbefore. So very low traffic pages,
very high balanced pages, they tellyou. So something different than just Google
(06:02):
doesn't like it. Again, itcould be that it wasn't targeted to the
customer. Maybe the writing style isnot clear to the visitor. Maybe there
is a not very many illustrated imageswhere there should be illustrative images. So
we want to develop a criteria forperformance. And once you've just determined the
(06:24):
performance criteria, you're going to goin and start cultivating the list. So
we use a topic testing method.We don't have to go into that much
detail, but we do a scientificapproach because again we are transaction and conversion
based and so we want that customerto be returning customer, and so we
don't really care so much about bouncerate. We care more about the what's
(06:46):
the percentage of returning customers? Soin a customer service part of the website,
we don't want the customers to returnall the time. That means there's
a product problem. But in theinformation or the discovery area of the website,
transactional keywords are going to be veryshort bounce rates because people are going
to do the transaction to move on, but those informational keywords, those decision
(07:10):
making areas, they're going to spendmore time. The point is, we
document our best practices, we scorethe content, and then we go in
and try to apply as many ofthose best practices to the poor performing content
as possible. So if we've gota funnel a catalog website, we're going
(07:31):
to optimize that differently than a contentwebsite. So the catalog website, we
do want a high return rate.We want people to keep coming back to
the website, but we want themto put stuff in the cart so they
can land on a product page andspend two seconds and then put something in
the cart that is wonderful. Wedon't want people spending twenty minutes on a
landing page or on a product pagebecause there's something wrong. They aren't getting
(07:57):
the answers they need. Now,if there's a big list of reviews,
maybe they're reading the reviews and wewant to be able to measure that,
and that's going to be a distancescrolled down page. But if we're optimizing
for conversion and somebody never visits aproduct, we have to ask us ask
the question are we even promoting theproduct? Is it selling in other channels?
(08:18):
Is how we're presenting the product wrongand so deleting the product out of
your catalog, especially when a lotof these catalogs have digital products or they
have products that are seasonal. Wedon't want to have a poor measure cause
us to take away something that works. Okay, sometimes just getting the initial
sale has way more value than gettinga specific sale. So if the customer
(08:43):
buys something or prospect buy something,they're now customer, and then our follow
up can increase the value of thatcustomer. So again, we're going to
apply the best practices to the worstcontent in place so that we're not taking
away that signal for age and we'reexpanding the article. We're being more focused
on the audience interests, but we'realso looking at other signals that related to
(09:05):
the purpose of the website itself.Now, again, these improvements demonstrate to
the search engines, they demonstrate toyour visitors, they demonstrate to the ecosystem
that you're in, whether it's socialor paid advertising, that you're actually maintaining
your website. See, part ofquality is that you actually maintain your website.
(09:26):
So we don't want to erase thetime in the marketplace, but we
do want to show that we're growingin the marketplace. So let's talk about
a content website. You've got abunch of articles that you've rate it poor
quality, and by the way,we need to rate high quality so that
we don't touch it. The stuffthat works, we don't want to touch
it. So we go into stuffthat's not working and we look at it.
(09:48):
Is it evergreen, like, isit still relevant today? Does it
meet the target audience's interests or intent? Is it focused on a specific keyworder
just kind of rambling all over theplace. What about the content can be
connected to other content in the website, and then, of course, how
do we promote it. Now,we can come up with, depending on
the analysis, one hundred different waysthat content can be improved. But improving
(10:15):
that content is so much better thandeleting that content, because at least you
have a basis to start with,you can start testing. So one of
the things we might do is wemight take a poor piece of content,
rewrite it, and then write awhole new piece of content that maybe fits
better in the topics that work,but connects to the other topic that's maybe
supportive, and now we've got anew content hub and the organization of the
(10:39):
poor ranking content is better, andthat brings in more traffic or that brings
in more conversions. We find thatsometimes there's an opt in page that doesn't
work, So the page is gettingtraffic, but we're not getting conversion.
Turns out the opt in page hasbeen broken. So it's a bit more
complex than just deleting pages. It'sa bit more complex than getting backlinks.
(11:01):
If you want to optimize for conversion, it is an analysis role, and
so we want to be looking attime and market. We want to be
looking at composition of in quality ofvisitors. We want to be looking at
our promotion cycles. We want tobe building out the inter relationships between content
and concepts, so the topical mappingwithin the website itself, we want to
(11:24):
be building out topical mapping outside ofthe website. And so just writing more
copy it doesn't solve the problem.Deleting poor performing copy doesn't solve the problem.
And then the last part is justjust randomly updating stuff doesn't solve the
problem. It is very possible thatduring an optimization exercise that you would undo
(11:46):
valuable things if you again don't dothe scoring, and you don't do the
ranking, and you don't do thevery strategic approach of updating. Now the
last point, there are times whereyou may delete content. So let's say
you've been doing ab splits between salesletters and you do have a poor performing
sales letter and you want to removeit from the website so that it doesn't
(12:11):
distract from the better performing sales letter. So you're going to remove Maybe you're
doing a sales letter test. Eachcode is individually coded. You want to
remove the one that is not performingand replace it with a new test to
try to beat the control. Now, we like to use page optimization tools
(12:31):
so that we can just take thattest out of a series and that saves
us a little bit of time onthe front end. But again, if
the content is a lead page oran opt in form or a sales letter
that is absolutely not performing, andyou've coded the URL so that you can
know whether it's performing or not,you can just delete that page and redirect
(12:52):
it. If you have content thatis factually incorrect or otherwise, maybe it's
disparaging to somebody. Maybe it's beena page that's been hacked and got spammed
on that page can be completely deletedand it can be redirected to a more
legitimate page, because the changes inthat page may not overcome the fact that
(13:18):
you've you've done something that's very wrongon that site, and that tells you
you need better quality control when itcomes to producing content. And that's one
of the things we help our clientswith is helping the staff understand that we
don't want to try the next newthing we saw on Reddit. We want
to go out there and use bestpractices tested in the marketplace, look at
conversion, and then optimize based onconversion, not the next Google search algorithm,
(13:45):
you know, the next Google update. The last place you're going to
delete content is when that content hasbeen it just doesn't make any sense for
that particular website. So it mightfit the audience, but it just doesn't.
It's like on a catalog site.You've got a catalog site and you've
(14:05):
got a bunch of blog posts thatare getting more attention than the products itself,
and so you can go in anddelete that content. But again,
I don't want to delete any content. I'd rather look at the page objectively,
fix the problem, put in thedisclosures if you have to, and
(14:26):
then only be removing content when itcomes to hard marketing campaigns. And then
more importantly there we use a lotof tools, for example, that are
going to do dynamic splits on thepage so that we can test headlines and
do multivariate testing. It just alldepends on your traffic. If you don't
have a lot of traffic, sometimesyou might have two pages with different coding
(14:46):
in the URL, and then youreally do want to delete the page that's
not converting. So I'm just inhit with ad briefings, copywriting tips.
I hope this has been a quickanalysis and it just keeps you from deleting
pages off the web site because deletingthe low performance. If the page is
not getting any traffic already, thendeleting it doesn't do anything. The search
(15:09):
engines are not going to waste theirtime spidering pages that aren't getting any traffic.
So rewrite the page, allow yoursite maps to update, implement your
best practices, know what your bestpractices are. Better target your audience so
the search engine knows who to sendto you. And stop doing these things
(15:30):
that are simply a waste of timethat have no real science to it.
Again, conversion rate optimization is astatistical implementation of actual measures and a lot
of social science to know what's goingto modify the visitor's behavior. If you'd
like to deep dive on that onyour content site or your catalog site,
(15:54):
and you spend at least ten thousanddollars a month on advertising or your general
budget for content creation, give usa call. Visit www dot adbriefings dot
co dot UK. Let's do adiscovery call. Let's look at the practices
you use for optimizing content, andlet's see if we can't double, triple
(16:17):
or even quadruple the amount of cashflow you produce from your website. That
may not be an increased conversion rate, that may be something else. But
again, what are we doing reallywith these websites? What are we really
doing in a business. We're notserving Google, We're not freelancers for Google
that don't get paid. We're aboutserving customers. We're about solving problems,
(16:41):
and we're about again the conversion asa signal for visitor satisfaction. Thanks for
listening. Again, I'm justin hitwith adbriefings, copyrighting tips and I'm looking
forward to answering your questions at www. Dot adbriefings, dot co, dot uk
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