Thanks to the questions our Web CEO Support Angels field every day, we have a great source of user generated content for our blog.
For those who often hear about URL redirects, such as 301s and 302s, but don’t fully understand what they are and what they are needed for, we want to clear a few things up.
URL redirects cause a requested page or domain to automatically send users and search engines to another page or server. There are many types and ways of redirecting your content from an old server location to a new one. It mainly depends on what programming language the website is written in, what path for redirects you use (server-sided or client-sided) and what the purpose of a URL redirection is. Be aware that any incorrect move of your content from one URL to another may cause visitor traffic loss and even a temporary drop of your search engine rankings. Improper redirect generation is like moving to a new place while leaving all your things where you lived before. But sometimes you have no other option but to change an old cubbyhole for your content to a new and better one with all the page or domain authority and link juice transferred to a new URL.
Today, we will talk about the evolution of Google SERPs, the extinction of organic listings, the onrush of vertical SEO and various ways to be visible on vertical search engines.
How often do you hear questions like “How can I get first page rankings in organic SERPs?” or “How can I rank #1?” These questions are asked by many of today’s marketing managers and SEO specialists look pretty silly in the era of the Web 2.0. Why? De facto, there are no first, second and even third positions on Google organic search. Continue Reading >>
The digital world is flooded with Mobile Spring Madness and the only way to overcome it is to fall for it. Since the latest Google announcement about its intent to include mobile-friendliness as a ranking factor after an April 21st update, the mobile readiness of your site is no longer optional; it is imperative. In the new age when the average amount of traffic that comes from smartphones is from 30% to 50% (depending on business niche), the fact that your website rankings can benefit from mobile optimization is heartwarming and challenging. Sure, you don’t want your website visitors to take flight at the first sign that your mobile website lacks user-friendliness. This can prevent you from benefitting from a large portion of highly-converting mobile traffic. Just so you know: Continue Reading >>
What is the biggest challenge for today’s website owners and digital marketers? It is to keep your target visitors as long as possible on your site and direct them softly to the end point of the conversion funnel that is a call-to-action. To evaluate the rate of visitor engagement you can use the Google Analytics Behavior insights such as the Bounce Rate and Average Time on Page. The higher the bounce rate and the lower the average time on page, the lower the conversion rate is. What is the best SEO technique you can use to improve the score for these SEO variables and make people dive deeper into your website? –Highlighted hyperlinks in the body of pages can bring a reader to other important pages where he can find additional relevant info, then sign up for your service, buy your product, subscribe for a newsletter or leave his contact details. In SEO we call all this internal links map or structure.
If you’ve been in business for more than 2 days, you already know that the key to success is to understand the needs of your target audience. If you own a crystal ball, great for you! You can always be informed about what your audience wants and how they feel when interacting with your site. If not, A\B testing (also called ‘split testing’) exists to bring knowledge into your guessing.
A/B testing is a great way to find out what type of proposal works best with your audience. To perform an A/B test, you set up two variants of a landing page and send an equal amount of traffic to each. Tested pages should be online simultaneously, so you can be sure there won’t be any variables that may change between today and tomorrow. Then you measure the level of conversions for each landing page, and determine the winner according to which one generates the most conversions.
Why should I test?
There are two ways to earn more money from your online business. The first is to drive more traffic, and the second is to convert more visitors into customers.
When you double your conversion rates, then you cut your cost per acquisition in half.
That is why you should test.
What should I test?
The headline. Usually the main headline of the page contains your product core value proposition. The headline should correspond with the page Title and Description (if the page is meant for organic traffic) or your ad copy (if the visitors come from paid search or ads).
The call to action (CTA). The call to action represents your page’s goal. The CTA is your final instruction to your visitors. Great CTAs encourage people to act right away and don’t give people much of an option to wait and think about it.
Required fields in your web form. Try varying the amount of information you try to gather with any form on your landing page. You may find it best to minimize the number of fields that visitors are required to complete.
The copy length. For some products and services, more product details may be important for decision making process. Test what copy length works best for you.
Design. Button color, arrows, hero shots, contrast and other design decisions your designer is great at. Test what landing page design brings you more conversions.
How can I track results?
1. Use Google Analytics
With Google Analytics you can test what landing page variant performs best. You can conduct your experiments in Google Analytics from the reporting sidebar. Select Behavior, then Experiments. Select Create Experiment and follow Google’s instructions.
If you are testing changes to a page that already exists, use it as the Original (Control page). For entirely new content, pick the URL you will eventually want to use for the winner. Now you will only need to install the experiment code snippet just inside the <head> tag of your Original Page.
2. Use the ‘Landing Pages Overview’ report
If you are testing landing pages that bring you organic traffic, than you can get a quick overview with the help of the Web CEO Landing Pages Overview report. Check how well your landing pages load on mobile devices, compare their avg. position on Google and know how much traffic they get.
If you haven’t started yet, consider running your first A/B test as soon as possible. It will help you to optimize your conversions and outrank your competitors.
Your control page is your original page, your A page. The one that existed first that you are going to start running tests against.
Any web page that a visitor can arrive at and perform your desired action is a landing page. Usually you will have different landing pages for organic traffic and for visitors who come via advertising.
A page that gets a higher conversion rate during the A/B test is called a winner page. It proves a testing hypothesis and may be used for further experiments (improvements). Continue Reading >>