8 Reasons Why I Analyze a Site’s Source Code (I’m Not Even a Developer)

And yet, as a digital marketer, I find myself looking at the source code of websites all the time.

When I’m in marketing analysis mode, when I hit a customer’s site, hit option + command + u on my MacBook’s keyboard. With this, I am face to face:

Big block of source code

It does not matter how many tools you have for SEO campaigns at your disposal, at some point you are looking at the source code of a website to examine a particular item or conduct a large SEO audit. Huh.

This is a smart practice for any marketer.

If you know what to look out for you can find opportunities for improvement as well as SEO errors that can cause problems with organic visibility down the road.

Do you need to be a web developer to be able to read code? No. Some basic understanding of code and SEO elements are sufficient to ensure that things are working as they should.

Source code is important because it displays your website and how it works. It works the same way with other types of software, such as video games.

The code behind the scenes is required to run the functionality, mechanics and animation of those games. If you want to make sure that everything is doing what it is supposed to, then you go to the source.

View source code

Pulling source code is relatively simple, and there are many ways to access it, depending on your platform, browser, and operating system. Here are some ways:

If you use a CMS like WordPress, you can access all your template files within the admin dashboard. The same applies to many ecommerce platforms such as BigCommerce and Shopify
Right click with your mouse inside the tab you are working on and select “View Source”
Press CTRL + U to open source in new tab (Windows user)
Press Options (Command + U) to open Source (Mac User)
Keep in mind that while you may be able to see the source in full, some platforms limit what you can change. If you use hosted platforms such as Shopify or Bigcommerce, Wix or similar hosted CMS, you will be limited in what you can change within the source code.

The major reasons to dive into the website’s source code are:

1. Slow load times and excessive scripts

Nowadays site owners use a variety of scripts to add a lot of functionality to websites. In many cases these are JavaScript. It is quite common to inject those scripts near the content head, as they load quickly when the page loads.

Some kind of script

Unfortunately, loading scripts can cause a tremendous amount of latency for the entire site to load, and this is a problem – especially when you have too many scripts.

One second delay page loading time
For every additional second of load time, you may see a 7% decrease in conversions as people bail out of your site.


Checking the script on your site is important because you may find scripts that have not yet been used even while sitting in your source. This can create additional errors and will unnecessarily slow down that load time.

I recommend moving the script to the end of the page, so they load the last if they don’t need to be loaded before the rest of the content. You can also separate the code into your own file, so there is not an excessive amount of script code on every page.

2. Meta content

The meta content for your website pages contains some important elements that you should audit to ensure that they are properly coded.

While meta content such as titles and descriptions do not directly contribute to search rank like they used to, they still play a role in the organic traffic coming through your site.

Meta content, which is displayed in search results when a user queries, is the first conversion point for a prospective customer or user. The keywords that they use, which appear in the meta content, are highlighted to establish relevance and help the user choose the right result.

In addition to the content of the title and description on each of your pages, you also want to review other items such as the use of canonical URL tags. Check your meta elements to ensure that they are not properly structured, optimized, and highly duplicated.

Duplicate Meta Content
If your site contains duplicate meta content, or elements that are not formatted correctly, it is easy to confuse search crawlers.


How to Write a Case Study That’ll Make People Love Your Business

Marketers often have a love / hate relationship with a case study. Writing case studies can be no less than a task. They are an incredibly time consuming task and require tons of scheduling.

Despite this, case studies rank as top performers in their marketing funnels in addition to content marketing strategy and work wonders.

According to data from the Content Marketing Institute, the case study is one of the most popular content marketing strategies with 65% of marketers considering them effective. They are so effective, in fact, that 82% of B2B market people use them as part of their strategy.

It’s well and good, but let’s be honest about something here:

Case studies are boring … right?

We’ve all read our fair share of case studies that won with little to try and prop from “Challenge> Solution> Benefits” and the data to prop them up.

Many case studies lack additional material to engage and engage audiences. They are left out and driven to creative storytelling.

No wonder some marketers feel like they are a thief to write.

So if they are boring and a chore to produce?

Because even the most raw, thoughtless case study can be effective.

They boost customer confidence in your business
They provide a way to a solution
They educate prospective customers on how they can solve their problems
When you build those basic things in the right way, you can create a deeply engaging piece of content. Here are some ways to improve the quality of your case study.

Do not get stuck in finding the right format.
Many experts will ask you to follow some formula to make your case study. Do not insist on it.

A creative story does not lock itself into a formula. You don’t have to block your content into specific modules like some 90’s business plans. The most interesting and compelling stories take a creative approach to the flow and format, and they play with perspective.

Avoid the mistake of writing your case study from your point of view. It is like making a testimonial for yourself.

See how Asana presents their case study from the customer’s point of view.

Easy case study

By adopting this path, Asana is connecting the personality of its successful client with its potential audience.

Tell a story

Like every good story a lesson should be learned along with a villain and a hero. With case studies, of course, you are dealing with more facts than imagined.

“Structure it like a story. Make sure there’s a logical flow,” writes Drew McLean, the top dog at the McCellan Marketing Group. “Explain the problem (identify the bad guy). Introduce your company / product (bring in a hero). Explain how the challenge was overcome (explain the war). Enhance it (give it a happy ending). ”

apptio case study

Apptio does an extraordinary job with its case study, which highlights the main story components of the what, what, when, where and most importantly – how.

To tell the right kind of story in your case study and to determine which data is most relevant, you need to ask the right questions.

Lead your customer so that they can get the information that will make your case study stand out.

Those questions will vary depending on your customer and product or service, but here are some examples to point

you in the right direction:

What were your goals?
What challenges have you faced before purchasing our product / service?
Why did you choose us over other similar products or services?
What was the implementation and decision making process?
How has the product or service provided a solution? How did you benefit
Remember to obtain raw data to support the case study. Ask open-ended questions to help reveal other insights that can add more depth to your case study and portray a more vivid picture of success.

Do not be afraid to edit.

During the interview you will get gold price from your customers. These testimonials and citations add serious social evidence to your case study.

“It’s best to use short, flamboyant quotes that underline or illustrate your bullet points,” says Matthew Stibbe, CEO of Articulate. “It will be clear from your transcript which words are better as they are.”

Tech Tricks

Do Those Magical Power Words Really Work to Improve Conversion Rates

Would you believe me if I told you that with a few simple strokes on the keyboard, you can work your way up to the conscious objections of your audience, directly affect their subconscious mind, and instantly increase your conversion rates Can?

Just think that if all these “secret” linguistic tricks were there to see amazing results in your clickthrough, opt-in, and sales numbers, people wouldn’t even know you’re using.

Now, I know that these are very bold claims.

But during this article, I will prove the unlimited potential of ‘Power Words’ and teach you how to use them to bring a revolutionary change in your business.

If you take it seriously and implement what I am about to reveal, you will be absolutely stunned by the results.

I guarantee it

the power of words
Many of you may not realize it, but the above paragraph is given with power words designed to stop and capture the interest of your conscious and subconscious mind.

I might have gone a little over the top, but I did it to prove one thing.

highlighted words

In the English language, there are some words that affect the brain (many of them through MRI tests) in ways that “normal” words simply cannot.

The irony of this is that many of these so-called power words are actually words that we use in our everyday conversations.

Most of us lack the knowledge to effectively take advantage of them.

To illustrate this point, you have to look no further than a book that has been a textbook on persuasion for over thirty years.

In Robert Cialdini’s book Influence, he attributes the power of a simple word to a study by Alice Langer.

Langer’s study tried to find out what words resulted in the request to ask to cut in line in the Xerox machine using one of the three questions below.

Can you guess what the results were?

In control testing, she was able to generate a 60% compliance rate among test subjects.

In the second test, re-adding his question to show his urgency, he was able to increase compliance by 94%!

But the real kicker comes when you look at the results of the third phrase.

His statement “Can I use the Xerox machine because I have to make a few copies” makes no logical case for any test subject to allow it to be cut in line.

However, due to the structure and linguistic properties of the request, she was able to increase positive feedback from 60% to 93% among test subjects.

No reason no nonsense reason

Since Langer’s experiment, several other tests have been performed to demonstrate the power of word choice to get the results you want.

However, before I tell you what words you should use and how you should use them, I want to argue behind these words as to why these words are so effective.

Where do power words come

What do I mean by this?

Well, we live in an era of unprecedented prosperity, ease and accessibility.

Never before in human history do we now have access to food, luxury, travel ability and social connections.

However, despite all our technological achievements, and many of them are, on a fundamental level, we are still living our day-to-day lives with the same programming and thousands of years ago our ancestors worked on thousands.

Or in technical terms, we are running new software on older hardware.

So even though society and technology are moving at a fast pace, we as human beings are still largely the same as we have been for the last ten years.

And when you understand it, you are able to understand the underlying nature of your audience on a more fundamental level.

So how does this power apply to the word, persuasion and conversion?

Well, when you examine and market our rigid needs and desires, your messages will immediately grab the attention of your audience and reduce their interest.

So what is this instinct?

By the way, humans are, by default, greedy, lazy and lustful novelties.


The Secret to $5 Customer Acquisition Costs on Facebook

He quit his job at an equity firm to work full-time on his wife’s e-commerce business.

Facebook was an easy target. The company already had thousands of fans there, and the community was highly engaged.

But in a well-performing advertisement a few months, ROI will suddenly fall.

John could not detect it. He thought that the copy of the advertisement must have become stale. Perhaps customers had seen it many times.

He wrote new advertisements. He changed the pictures.

Drop by drop remained constant.

Javelin baby mass leche

Six months later, on a jog, he immediately realized what the problem was.

New mothers, their target market, had moved on. Not from advertising, but in their buying behavior. They needed advertising colleagues that would match their consumer’s rapidly changing lives.

He set a plan that the cost per acquisition (CPA) of the company on Facebook today is $ 5.

What did spearmint love do

When John found out that the parents who were announcing their pregnancy did not have the same needs and pains that the parents were preparing to welcome their child to the house, he took a strategy Decided to create parents who would help serve more relevant ads at different stages of the parenting lifecycle.

And over the course of a year after audience testing, Spearmint Love has learned how to accommodate custom audiences for its Facebook ads so that they can evolve with the changing needs of a young family.

By doing this, they can provide customers with highly relevant product solutions. The strategy has drawn over 15,000 conversions and hundreds of orders from Facebook.

Here’s how they did it.

Cost of acquisition per customer
To generate the highest possible ROI for the ads they were creating, Spearmint Love closely studied the conversion rate of each ad using Facebook Insight.

They do deep work in their e-commerce metrics which are responsible for both organic and direct traffic coming from these advertisements.

These metrics include:

Net new customers acquired through total advertising spend
Total Net New Customers
Leaving in the custom table in Excel, the numbers helped them get a more holistic view of how the platform works and empowered them to calculate highly accurate cost per customer acquisition (CPA).

But data analysis did not stop here.

Within the same spreadsheet, they started tracking each customer using BigCommerce and their order ID from the month of their first purchase and then categorizing these customers into different ‘cohorts’ based on the time of purchase activity. .

This enabled them to complete a cohort analysis, which is a process whereby the data of a given set is broken into related groups of users (instead of viewing all users as one unit).

Monthly support

For example: A customer acquired in February of 2016 will always be associated with this particular collaboration throughout its lifetime.

They also created a proprietary cohort, called a ‘custom window’, that aligns customer groups with specific changes in behavior and mindset.

For example: A custom window can be the time window from six months when the baby is born to six months after it is born. After this window, the parent and child have a different set of needs – so they move to the next custom window.

By siloing customers to different regions, Spearmint Love can better seek out common behaviors and patterns that emerged over time related to acquisition deadlines and purchasing habits. With this data, they were better at starting marketing campaigns for their audience at the right time (which, in turn, knocked down CPAs.)

Moderate child

How can your brand do this
So how can you use this information to improve your PPC efforts? Take a page from Spearmint Love’s playbook by following these four steps.

1. Start by creating cohorts for your custom audience.

Instead of looking at your customers holistically, break them into small groups based on purchase date, purchase type, and buying habits.

You can use the analytics of your e-commerce platform to help you do this. Go to your customer report and download the CSV file. Pay particular attention to returning customers to the channel they first purchased (to help define the cohort), average order value during purchase, and time period of purchase. From here, you can configure the first purchase cohort AOV and the second purchase to average.


Let’s All Just Calm Down About Duplicate Content. Here’s Why.

I met part of my marketers, who are more concerned about duplicate content, because they are about creating poor quality links.

In fact, there is so much misinformation out there about duplicate content, with Google attempting to address it directly in hopes of dispelling misconceptions and myths.

Susan Mosca wrote on the Google Webmaster Blog, “Let’s put it to bed once and for all people.” “There is no such thing as a duplicate content penalty. At least, not in the way most people say they mean. ”

Understanding duplicate content

For many marketers, they see duplicate content as any type of content that is duplicated.

And any material copied is bad and will incur a fine.

Junior SEO in my introduction, for example, saw a few lines of replication text in the footer of a website. The fact that it was on the footer indicated that it was on all 18,901 pages of the customer’s website. Ergo, those lines of text were repeated 18,901 times.

Or duplicate content on landing pages served to different audiences for other examples.

This is technically duplicate content, but it is not going to be penalized in any way, and it is not what Google is talking about when it refers to duplicate content.

Here’s how Google defines it:

“Duplicate content generally refers to the original block of content within or around domains that either completely match other content or are similar to appreciated. Mostly, it is not deceived in the original. ”

Google is over-mentioning content that is widely syndicated and replicated. For example, if I had published a post that was then duplicated by a large amount of aggregate sites – links and all – I would have a fraction of the duplicate content largely from the original.

And because others had duplicated that content, the algorithm is not intended to cheat or game to improve rank.

Google is not necessarily going to punish for that duplicate content. Instead, their algorithm is designed to limit what the user gets. Only 1 (or just a small number) of the same page is being returned instead of filling a single search result with countless copies of the same content.

The worst thing that can happen with this automated filtering by algorithms is that a less desirable version of the content may be displayed first instead of your original.

Not ideal, but definitely not a punishment.

Here are some additional truths about duplicate content that make your mind easier.

1. Syndicated (duplicate) content traffic increases

At the moment, you are hearing more and more about the buffer. All of the platforms use the platform to schedule content to be posted on social channels. Buffers are also known for the quality of content shared on their blogs.

In the early days of the platform, the team relied on guest positions to help build visibility and attract referral traffic. As popularity grew, he switched to a more efficient content model, using syndication to share his original content.

This syndication was essentially duplicated content, which was shared elsewhere on the web.

In a post commentary detailing the effectiveness of this strategy, co-founder Leo Wiederich shared data from Buffer’s Analytics to prove that organic traffic continued to grow despite their reliance on duplicate content and syndication.

Upward Buffer App Traffic

2. Zero penalty from duplicate offsite content.

It doesn’t really matter if it’s you who’s doing the duplication, or someone else (essentially sharing what you’ve produced), you just get fined through the natural syndication and distribution of your content can not be found.

The exception is of course; Unless it is intended to manipulate search results, duplicate content itself is not the basis of action.

No duplicate content penalty

So basically, do not try to spam the same content in an attempt to grab search real estate.

Since Google has designed its algorithms to prevent duplicate content from being shown and to impress site owners, you really need to worry about any penalties from syndicating or duplicating offsite content. Is not.

In most cases, Google tries to show the original source.

Worst case scenario, as I mentioned above, you might end up with one of those syndicated pieces ranked higher than the original content.


The Five Minute Guide to Installing Google Tag Manager

Marketing campaigns live and die by data.

Without data, there is no way to easily determine the health of a campaign.

As a marketer, the more data you have at your disposal, and the easier it is to manage the data, the easier your job is.

Which tags have been added? Which devices are still installed on your site? How can you give people the need to update tags without giving them full access to your site (which can invite disaster)?

So I want to introduce you to Google Tag Manager (GTM).

With Google Tag Manager, many of the technical aspects of tag management have fallen short, making it easier to setup your own. You also have complete control over every change on your site. So nothing will surprise you.

Simply because you are clear, GTM is not a replacement for Google Analytics, but instead works with tools that you are probably already using.

If you are the only person working on your site, then you have already installed Google Analytics, and you do not expect that your site will grow as a whole team in the future, all of this is completely optional. Especially if you want to take care of another internet marketing tool, skip all this. If you have a team then Google Tag Manager will save you a ton of headaches. But if you don’t need it and instead have the simplicity to plug in directly to Google Analytics, then leave it all.

Here we are covered in this article.

First of all, I want to encourage you to use Google Tag Manager.
Then let me show you how to set it.
Next, we will go through the process of creating, triggering and publishing the tag.

There are two reasons why someone might want to install Google Tag Manager.

1. Control

Without a tag manager, you have to give access to your actual site files to anyone you want to be able to update the tag. If it’s just you and an engineer who works out a bit of a contract, then there is no big deal. But as you scale in a team, it can cause a lot of problems.

A designer may upload an incorrect JavaScript file.
The new marketing intern removes all other JavaScript tags and tells no one.

One of the engineers does not have complete project requirements and only implements JavaScript tags on some of your site pages.

No one knows what tags were installed and it takes several weeks to fall prey to all devices still active on your site. Any cleanup or audit project becomes a major problem.

If you limit site access to just engineers, all marketers harass the engineering team for frequent small changes when engineers need to focus on more important projects.

This is why companies started building tag managers in the first place, with large companies controlling in the same way that they have access to tags. At the same time, they can eventually give access to the people they need without access to the entire site. Which prevents things from breaking up by accident.

2. Advanced Features

You can also get more information on how to fire your JavaScript. If you have an original site, it is not important. But for a technical marketer who manages hundreds of campaigns on a site with thousands of pages, it can be a life saver.

You can control which pages fire each tag, trigger the tag on clicks and forms, and handle very complex tag implementations on a large site.

“This sounds like overkill to me, why should I use Google Tag Manager?”

For a lot of people, this is not too much of a concern.

But it is a good idea if you want to set up infrastructure on your site so that it can handle future development. As soon as you have 5–10 people working on your business (or are already past), this is definitely a good idea for a tag manager.

Since Google has released a free Google Tag Manager that integrates seamlessly with Google Analytics, using them is your best option.

Allow setting up your GTM account.

Google Tag Manager setup
The system is divided into four primary functions that you want to focus on.

1. container

Think of containers as where everything for your site goes out. In general, use one container per site.

2. Workplace

This is version control, try not to worry too much about it. Workplaces are super helpful for large teams that may have multiple people working on the tag at the same time.


The Small Business Guide on How to Create Simple Branded Videos

2015 can be seen as the year of video in the world of marketing, but despite this, branded video has continued to earn its place in the toolkit of every market throughout the entire period of 2016.

While it may seem that only large companies have the resources to create exceptionally well-made branded videos, you should not let excessive visual, artist-edited elements convince you to make similar videos for your business Can not repeat. You don’t have to be a world-class creative mind with a big budget to produce viable video content that people actually want to see.

If you have the time, patience, and some great tools to get started, your small business can make simple branded videos like a true professional.

What is the video worth watching?

Before you exit the cameras and write the script, you have some questions to address. What are some common features of videos with high view counts? What elements of the video make it different from the rest?

The best videos are not always what you expect, nor will they always manage to generate a mass appeal. The most important element of a video is that it somehow connects with the right target demographic. Good music, special effects and creative elements all play an equally important role to achieve this goal, but they too can end up on the way.

In the end, the best video is the one that is viewable and has some kind of replay value. It is up to you to look beyond sheer cinematography and examine how much intrinsic ability your video has to bring to the viewer (s).

For small businesses, the best marketing videos typically feature about one of the following signs:

Teach the viewer to do something

Better yet, show them how to do everyday work using your product is quite easy. How-to videos have been wildly successful.

Take Tasty for example. This YouTube channel has proved the effectiveness of reducing videos. Delicious has seen millions and millions of times, showing various cuisines. So far, he has about 40 videos, has been viewed more than a million times, and is on the verge of a very high million mark.

The audience’s heartbeat (evoking an emotional response)

Including any kind of emotional reaction within an audience is a good thing (except perhaps anger and hatred). By tapping into people’s emotional impulses, you are managing to associate your brand and product with the special memories that people have.

Whether they are about their children growing up, losing people close to them, or any other special pastime of yours, you can tap into this aspect of the consumer’s mind and create positive relationships about people and your product. Can make For example, this Chevrolet commercial enters the hearts of dogs with relative ease (who is cutting onions on this post?) The effectiveness of these types of video ads goes without saying.

Demonstration of use of a product

There is nothing like showing your product at work, intended to do so. Without a doubt, this is the foundation of infomercials. Despite this, if your product is interesting enough, then this route is definitely an option. It is simply a matter of having the ability to sell the product.

You can also put a weird twist on more mundane products like soap. Consider this feminine body wash advertisement as a frame of reference. If a person uses the product, then its use has to be justified. This is a fun twist on the use-of-product model.

Take the viewer behind the scenes

Showing your audience that what you see within your company’s underbelly can pay off big time. It is not necessary to have everything in the advertisement at face value.

The Dollar Beard Club showed how you can emphasize the events happening in a company’s back room, combine it with great ad-copy, fun camera work, and make the whole process a little overpriced. Are, and you consider yourself a very funny advertisement, who looks at the eclipse with ease, the million mark.

solve problem

Many of these come in the form of public service announcements. They may also come in the form of product and / or commercial advertisements.

Kmart showed a good example of this. They came up with a play on words with a real problem and made a funny ad out of that. Being a company that solves problems, no matter how big or small, puts you outside the purview of pure selfishness and taking care of your image as an audience for your money rather than just another company. Allows to keep it as a friend.


The Hard Truth About AB Testing I Had to Swallow – By Dennis van der Heijden, CEO of

Over the years, we, as providers of A / B testing equipment, told you it was easy. We created a visual editor and beautiful graphs and won you engagement or a low bounce rate, but we didn’t really contribute to your bottom line.

My apologies for actually making it easy and pulling you into the A / B test is, in fact, very difficult to correct.

I was presenting to our just-funded startup, and they were very politely sharing that the road to the top of the A / B testing tool was a tough one.

They were advising another company that had already made a significant impact on the A / B testing market and for an hour to share their knowledge about how the conversion rate optimization was affecting the online market. It was very nice to sit with.

During our meeting, they were not realizing that our then revolutionary visual editor, based on the idea we saw in Dupar, would change the branded industry. They both smiled and were sociable, but said that we should focus on some other salient features, and they mentioned a few.

We thought that doing easy A / B testing would change the world and make this method easier. As I now know, I was ignoring his advice because I felt that I had come up with something that would replace it. It will happen, but not in the way I thought it would.

You need at least 400,000 visitors

Fast forward: In July 2016 we killed all plans under 400,000 tested visitors as these customers did not win much. They do not improve their conversion rates, and this is partly my fault. Three years ago I did not see that Brian and Jeffrey were right. It is not the device that performs the conversion. It is the people and the process behind it. So when we looked at which customers actually benefited from A / B testing, we saw no success in small accounts.

There are two things you should be aware of when setting your marketing mix and considering A / B testing. Previously, we made testing easier, but it is not. Second, when you want to get a good return on the time invested, the strategy is what makes your conversion optimization work. Trying an A / B test is not something you just do for a few months.

You need 20-60 hours of human resources time

A / B testing requires a good amount of human resource time that cannot be provided on a small budget. You will need a team of people, beginning with a conversion expert who does all the research and analysis and creates a test strategy. You will then need a designer to design new test forms and finally, a developer who can implement the changes through the testing tool. So on average you are looking at 20-60 hours of HR time to get a test live and running.

The exact amount of time depends on the type of test. A simple CTA (call to action) test is generally fast and easy, so fewer hours will be required. Testing with boulder changes will consume more of your HR time. And your cost.

Top conversion agencies use their own methods

Only to add to the complexity, top conversion agencies use their proven methods to deliver the best possible results.

For example, ConversionXL uses PXL to prioritize testing and ResearchXL methodology to discover problems and opportunity areas that are unique to the customer’s site. It is a six-part research process that includes technical analysis, heuristic analysis, web analytics analysis, mouse tracking analysis, qualitative research / surveys and user testing.

Their testing method consists of four broad stages:

Research and research
Priority and Roadmapping
The test is running correctly
Conducting post-test analysis
Another conversion agency is ConversionScience. Its initial six-month Conversion Catalyst ™ process ensures that they are gathering good data, that client analytics are accurate, and that they can find ideas that are creative and supported with data. Their Conversion Catalyst ™ process includes a conversion audit, a hypothesis list (a priority for ROI), an analytics audit, and user intelligence.

5 steps

The WiderFunnel conversion agency uses the Infinity optimization process, which is a structured approach to development strategy and execution. Infinite optimization incorporates the yin and yang of marketing – the qualitative side that envisions the potential insight and the quantitative side that proves whether that insight really works. The process is in progress. This is not just a strategy or ad hoc scheme, hence the infinite loop shape with the progress arrow. And two equally important outputs. Both development and insight are intended and central outcomes.


What Are the SEO Benefits of XML & HTML Sitemaps

A sitemap is an (usually) XML document, which contains a list of pages on your website that you have chosen to index Google and other search engines.

Google often uses a sitemap file as a guide to the pages available on your website – even if it may decide not to index every page you list on your sitemap.

The sitemap also gives information about each page in which it is created and finalized, and its importance relative to other pages on your site. This speeds up the process of indexing pages.

A sitemap is one of those rare things in SEO that Google has given big thumbs up to. Generally, Google likes to talk to website owners in crypto puzzles.

However, for Sitemaps, Google makes it very clear:

If the pages on your site are properly linked, our web crawler can usually search most of your site. Nevertheless, a sitemap can improve the crawling of your site, especially if your site meets one of the following criteria … ”

Big websites

Websites with a lot of content that are not well connected
New website
Websites with rich media content
It is clear from above that most websites should have a sitemap.

Is there a risk of having a sitemap?
Sitemaps are a rare, beautiful, amazing part of SEO. There is no risk to website owners from having a sitemap – only profit.

Although Google talks about saying that it cannot guarantee that its bots will also read sitemaps, it also indicates:

To sum up, Google has confirmed that you will not be penalized for a sitemap and it may help your website. With that information, you can see exactly why every website that wants to rank on Google is needed. Whenever I start working with a client on an SEO campaign, I always recommend Sitemaps as part of the process.

Do I need an XML sitemap or HTML sitemap?

An XML sitemap is written specifically for search engine spiders. A search engine spider can quickly and easily extract all the important information about your site by looking at the XML file.

Missing HTML sitemaps enable human users to find a page on your site that they are searching for.It is possible that you provide a better user experience by providing HTML sitemaps.

Additionally, a well-designed HTML sitemap should have an anchor link that points to every webpage in your website. This ensures that your entire website is a crawl engine search engine. In theory, a well-designed HTML sitemap would relieve the need for an XML sitemap.

So which sitemap should you use? The simple answer to this question is both. Cater for search engine spiders with your fleshy human friends with XML sitemaps and HTML sitemaps. Everyone wins!

Content Syndication, Duplication and Sitemaps

Another reason for XML Sitemaps is to deal with content duplication issues.

It is not uncommon for websites that publish a lot of content to syndicate their content to other websites.

It is also not uncommon to republish website or blog content without the author’s permission.

Both materials are examples of duplication.

Google does not like content duplication. Google’s Panda updated tainted websites with duplicate content in a bid to eliminate spam sites from the pages of search results. The update removed duplicate content from search results, showing only originally published content.

The sitemap will show the date the content was published, even by the hour.

High quality material

In 2017, we now know that Google values ​​and rewards quality content a lot.

Back in 2015, Google released an update often referred to as a “quality update”. Google updated the signs of quality content in its core ranking algorithm. As a result, high-quality material was rewarded, while low-quality and agricultural material were more likely to be penalized.

As I mentioned earlier, XML Sitemaps are a quick way for you to tell Google when you have added new content to your website or updated old content. If you are regularly publishing quality content, you want to give Google information as soon as possible every time you publish or update it to see an improvement in rankings.

Remember that when we talk about quality content, it does not simply refer to the length of an article (although research has shown that long-form content performs better).


Are You Forgetting To Optimize For Awareness

The best color for your CTA. What hero images work best. How to tweak your headlines. Writing conversion focused copy.

These are the bread and butter of writers like me.

We know that these articles are attention-grabbing, because, people are always looking for an easy solution.

Marketers worldwide dream of changing the color of their buttons and seeing a 200% increase in conversions. They fantasize about using a headline template that skyrockets their income, and honestly believe that the image of a better hero can save a failing business.

And so we create materials that come into play for those needs.

Often, that content is still relevant and useful. But you also know that I good CRO (Conversion Rate Optimization) depends more on amending some on-screen elements. It takes longer than a cursory change to convert a failed page into a conversion powerhouse.

Even doing all the above actions together is not a complete solution. Add in some ongoing testing and you are close, but still not at the point that I consider your strategy to be “well planned”.

No, you see, all these actions are secondary. Yes, they can help increase your conversions and yes, they need to be a part of your campaign.

No, if you are launching a new site or optimizing an existing page, then you should focus on one aspect. An action is often overlooked in the majority of these articles you have read.

What is often overlooked but incredibly important

I give a realistic example.

I have recently been helping a real estate agency improve their landing pages. They were seeing some good traffic from their PPC ads, but had a much lower conversion rate than that traffic.

He was in dire need of a fix. And so he followed the advice that experts and writers give up on themselves. They have changed button copy, placement and color. His headlines improved and even threw up some very wonderful images of his qualities.

Nevertheless, there was a blinding problem. One that took me a total of 30 seconds to notice.

Traveling here was taking their chances.

They go to Google and type something along the lines of “2 Bed House in London”. The PPC advertisement of the agency directly visible and had a relevant copy.

Not a bad start.

But as soon as the ad was clicked it fell apart. It redirected to a landing page, with beautiful design, well thought out CTAs (placements, colors, and text), great images, and enough social proof.

So, why was it not changing?

Well, my search was for 2 beds in London. The properties depicted on that landing page were all 2 beds in Manchester. Their targeting was off, they linked to a page that focused on one of two keywords in the search term. 2 beds.

If you are not familiar with the UK, these two cities are at opposite ends of the country.

Very few people who live and work in London want to go to Manchester and have four hours of commute each day.

The client had invested a lot of time and effort in optimizing their landing page details, but fell into the first hurdle.

The page they created was unrelated to their traffic resolution.

The most important thing for your landing page
Understanding your target market is one of the most important steps you can take before placing the pen on the keyboard with paper or finger.

Ignore all the information about the nuts and bolts of landing page optimization and instead focus on your targeting.

Without even knowing what your user wants, even the most beautifully designed landing page will fail to convert. Dale Cudmore expresses well in this work he wrote right here on Crazy Egg Blog:

“One thing that all high converting websites do is

Without it, you will not be able to retain visitors or convert anyone.

We are talking about price. ”

And this is the key to a successful landing page. Even a poorly optimized, ugly page can convert well if it conveys value for your customers.

It is an echo across the web; Your value proposition is the most important factor for high converting landing pages.


So the question becomes what makes a landing page valuable?

90% of the advice you have read online about landing pages suggests you to consider the user awareness phase. Your user is within their purchase journey to create a landing page specific to the stage.

Look at the image below to help you understand the stages of awareness.


But awareness is only half of the equation. To ensure a landing page you need to consider something else that is as accurate and targeted as possible.