What is this long tail I hear so much about? Our custom-built tool allowing us to programmatically analyze keyword history to find long tail landing page and copy targets. Uncovering such opportunities is key, because 70% of Google queries ultimately leading to a sale are driven by multiple word queries from the ‘long tail’ of […]
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What it is The page title appears both in search engine results pages (SERPs) and in the browser tab at the top of the screen when the user is on the page. It doesn’t appear on the page itself. Why it matters Page title is the single most important element for on-page factors, and often […]
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Headings What it is HTML provides a way of signaling what content is a primary header (h1), secondary header (h2) and so on down the hierarchy as needed (h3, h4, h5, etc.). This is used in styling web pages as well as giving search engines an understanding of the structure of your page’s content. Why […]
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As the bulk of the written content on your site, well written, informative copy text is the key to SEO success. Not only does it allow search engines to gain a much deeper understanding of what the page and the overall site are about and provide crucial backup for the descriptive keywords used in page […]
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I. Preparation What do we need to get ready to test? Install split testing software. We usually recommend Visual Website Optimizer and can run tests through our account so you don’t need to worry about that. Make sure analytics is working, and goals tracking properly so test results can be meaningfully quantified. Install any additional […]
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Easy to Act Did we make it stupidly easy to take the next step? The call to action should be the top of the visual hierarchy, it should be the first thing you see within a second or two and someone who does not speak the language should be able to pick it out. Make […]
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Data Sources Start with known issues – and if you don’t know where the friction points in your process are, find out! Almost all sites have some form of data collecting, for example through Google Analytics. We start by investigating the data to see where the most likely tests will lie, whether it’s a matter […]
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At the top line, we test because It makes more money for your business. Period. We are all wrong more often than we think. Especially people that don’t think they are wrong – are more often than they think. Designer vs Data The smartest designers and marketers are still less smart than user data with […]
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Split Testing Split testing has been around a lot longer than websites. The first example of a split test experiment we’ve found was actually pirates (or Dr. James Lind, but it’s cooler if you say pirates) putting limes into the rum on some ships and not on others, so see whether the lime helped prevent […]
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We often find that clients have covered some but not all of the preceding points. SEO Checklist If you’re feeling stuck about what to do next, having done some work, the list below may be a helpful checklist. In general, we tend to work from top to bottom on the list below (i.e. lower hanging […]
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