1 00:00:00,450 --> 00:00:05,520 Unknown: marketer of the day, Episode 840 make an impact. 2 00:00:05,640 --> 00:00:09,450 Start your business and pursue your passion with David Finberg. 3 00:00:13,679 --> 00:00:15,959 Robert Plank: Welcome back to the marketer of the day podcast, 4 00:00:15,959 --> 00:00:18,839 we're here with David Finberg from peaks, digital 5 00:00:18,839 --> 00:00:21,749 marketing.com. Now, this is a guy that you want to sit up and 6 00:00:21,749 --> 00:00:24,899 pay close attention to, because David has been making websites 7 00:00:24,899 --> 00:00:27,839 since he was nine years old. He's the founder of peaks, 8 00:00:27,839 --> 00:00:31,169 digital marketing, he has generated 10s of millions of 9 00:00:31,169 --> 00:00:35,309 dollars in revenue for his clients. But for him, success is 10 00:00:35,309 --> 00:00:38,279 making an impact on other's lives while being able to do 11 00:00:38,279 --> 00:00:41,009 what you love and make your business the best they can be. 12 00:00:41,009 --> 00:00:42,509 So David, glad to be talking to you. 13 00:00:42,899 --> 00:00:45,059 Unknown: Hey, Robert, thanks so much for for having me on the 14 00:00:45,059 --> 00:00:45,809 show. It's a pleasure. 15 00:00:46,439 --> 00:00:48,719 Robert Plank: And it is a pleasure to have you and so so 16 00:00:48,719 --> 00:00:52,049 yeah, like SEO and websites. It's one of these topics where 17 00:00:52,139 --> 00:00:54,959 it could be really fun if we make it fun week, and we talk 18 00:00:54,959 --> 00:00:57,629 about all the cool things we do with websites, or it could be 19 00:00:57,629 --> 00:01:00,359 really bland and boring and dull, if we get too much into 20 00:01:00,389 --> 00:01:03,479 the technicalities. So I am looking forward to talking to 21 00:01:03,479 --> 00:01:07,469 you about some some fun stories, some insights, some aha. So in 22 00:01:07,469 --> 00:01:11,399 today's break, Nick, fast paced, exciting world of search engine 23 00:01:11,399 --> 00:01:13,769 optimization, what the heck do we need to know I mean, what's 24 00:01:13,769 --> 00:01:15,749 been going on the last six or 12 months? 25 00:01:16,259 --> 00:01:19,889 Unknown: We had, so a couple of big, big algorithm changes this 26 00:01:19,889 --> 00:01:25,499 year with respect to things like backlinks site speed, content, 27 00:01:25,709 --> 00:01:29,249 user experience. So you might be sitting there guessing, like 28 00:01:29,249 --> 00:01:32,009 what the heck are all these things right. And and I'm really 29 00:01:32,009 --> 00:01:35,459 excited to get to share some of these actionable insights and 30 00:01:35,459 --> 00:01:38,429 kind of litmus tests that you can use to determine whether 31 00:01:38,429 --> 00:01:41,969 your site has some room for improvement, maybe some low 32 00:01:41,969 --> 00:01:44,639 hanging fruit opportunities and, and how you can go about 33 00:01:44,639 --> 00:01:47,129 actually implementing some of these changes on your site so 34 00:01:47,129 --> 00:01:51,779 that you can get, you know, make an impact and get more value out 35 00:01:51,779 --> 00:01:55,019 of your existing traffic base, or potentially even grow your 36 00:01:55,019 --> 00:01:59,129 traffic base. Right. So you know, looking back over the last 37 00:01:59,129 --> 00:02:01,799 year, one of the most important things that I harp on is 38 00:02:01,799 --> 00:02:04,439 actually harped on quite heavily in the SEO industry. Right now. 39 00:02:04,439 --> 00:02:07,319 There's some some red herrings or some like people shouting 40 00:02:07,319 --> 00:02:10,709 from the rooftops. And yes, it is important, but no isn't the 41 00:02:10,709 --> 00:02:13,109 end of the world, right? But one thing that you really want to 42 00:02:13,109 --> 00:02:16,169 focus on is your site speed. And so why is site speed so 43 00:02:16,169 --> 00:02:19,559 important? Right? Site Speed is one of those kind of gray areas 44 00:02:19,559 --> 00:02:21,389 that most people don't think about when they're making or 45 00:02:21,389 --> 00:02:24,839 developing a website, your site speed actually has a ton to do 46 00:02:24,839 --> 00:02:28,229 with how well you're going to engage and retain your traffic. 47 00:02:28,229 --> 00:02:32,549 And so there's some stats out there done. There's a study done 48 00:02:32,549 --> 00:02:36,209 by CloudFlare, which is a content delivery network, they 49 00:02:36,209 --> 00:02:39,599 specialize in providing fast user experiences, and they've 50 00:02:39,599 --> 00:02:42,569 done their own internal research and data sampling. And they 51 00:02:42,569 --> 00:02:48,089 found that sites that convert higher have lower speed, you 52 00:02:48,089 --> 00:02:50,939 know, lower thresholds of speed, so it just, they load a lot 53 00:02:50,939 --> 00:02:53,909 quicker, right. And so if your site loads in eight to 10 54 00:02:53,909 --> 00:02:58,409 seconds, versus let's say, three to five seconds, right, you can 55 00:02:58,409 --> 00:03:02,249 actually double your conversion rate just by speeding up your 56 00:03:02,249 --> 00:03:05,519 site. And so that's one of the stats that that was thrown out 57 00:03:05,519 --> 00:03:07,859 there was that, you know, conversion rate and site speed, 58 00:03:07,859 --> 00:03:10,769 have this correlating relationship, and that the 59 00:03:10,769 --> 00:03:14,999 faster your site is, especially once you get down into that 1234 60 00:03:14,999 --> 00:03:18,779 second range, right, you can see an exponential increase in every 61 00:03:18,779 --> 00:03:21,659 site's a little different, right? So don't quote me on 50% 62 00:03:21,659 --> 00:03:24,809 of it, roughly, that was that was the stat right was, you 63 00:03:24,809 --> 00:03:27,899 know, you go from an eight or 10 second site down to a two, 64 00:03:27,899 --> 00:03:31,319 three, maybe even a four second site, in terms of loading time, 65 00:03:31,949 --> 00:03:36,899 your conversion rate can effectively double. So why is 66 00:03:36,899 --> 00:03:39,179 that? Right? Why do we care so much about sicb? Why does Google 67 00:03:39,179 --> 00:03:40,349 care so much about it? 68 00:03:42,270 --> 00:03:45,570 The main consideration or main kind of distinction that you 69 00:03:45,570 --> 00:03:48,630 want to make with sites is that people are impatient, right? And 70 00:03:48,630 --> 00:03:50,730 so I don't know, if you're like me, like I grew up in the dial 71 00:03:50,730 --> 00:03:54,720 up era, right? We had a 28, eight modem, it was a extremely 72 00:03:55,230 --> 00:03:58,410 slow experience, there wasn't a broadband in the early 90s. 73 00:03:58,410 --> 00:04:03,990 Right. And so, you know, over time, you know, the as internet 74 00:04:03,990 --> 00:04:07,860 got faster, right, our expectations became more 75 00:04:07,860 --> 00:04:10,770 aggressive, right. And, you know, for those of us that were 76 00:04:10,770 --> 00:04:14,040 on the internet, in the early dial up days, like, we know that 77 00:04:14,040 --> 00:04:19,530 things are faster now. Right? We know that the website speed is 78 00:04:19,530 --> 00:04:21,660 like 10 times what it was before, if you're on a cable, 79 00:04:21,660 --> 00:04:24,330 and that connection that said, when we're on our phones, is 80 00:04:24,330 --> 00:04:27,270 really where the speed makes a difference. And so, you know, it 81 00:04:27,270 --> 00:04:31,020 used to be to be we'd go load a webpage, we go get a bowl of 82 00:04:31,020 --> 00:04:33,540 cereal, get some to eat, come back, and it'd be loaded. Right. 83 00:04:33,540 --> 00:04:36,600 And we're okay with that. Now, you know, especially for some of 84 00:04:36,600 --> 00:04:39,510 the Gen Z tech talkers, especially for for just 85 00:04:39,570 --> 00:04:43,860 millennials, boomers everyone, right? We have this expectation 86 00:04:43,860 --> 00:04:48,090 that that speed equals quality, speed equals, you know, 87 00:04:48,450 --> 00:04:52,110 consistency, and it equals success. And so, you know, one 88 00:04:52,140 --> 00:04:54,270 when you're on that 3g connection, and you're in that 89 00:04:54,270 --> 00:04:56,820 shoddy area of town po cell phone service, Google wants to 90 00:04:56,820 --> 00:04:59,550 make sure that your site can still load quickly. So what 91 00:04:59,550 --> 00:05:02,370 happens right right when you when you're sitting there on 92 00:05:02,370 --> 00:05:04,740 your phone and it's taking 10 seconds to load, what do most of 93 00:05:04,740 --> 00:05:08,820 us do, we hit the back button, hitting that back button. Google 94 00:05:08,820 --> 00:05:11,850 actually looks at Chrome and behavior that happens in Chrome 95 00:05:11,850 --> 00:05:16,530 to determine how effective of a job that they did in serving the 96 00:05:16,530 --> 00:05:19,440 right website, right. And so Google's whole mantra is let's 97 00:05:19,440 --> 00:05:23,730 create the best experiences for our users. Right? So we when 98 00:05:23,730 --> 00:05:26,880 someone searches something, and we present them with that number 99 00:05:26,880 --> 00:05:30,180 one website, that website is number one for a reason, right? 100 00:05:30,180 --> 00:05:32,730 It's got the best experience the best content, maybe the best 101 00:05:32,730 --> 00:05:36,450 loading speed. Alright, and so loading speed is a factor in how 102 00:05:36,450 --> 00:05:39,480 Google determines the quality of your website. And so another 103 00:05:39,480 --> 00:05:42,360 factor is when people hit that back button, right there telling 104 00:05:42,360 --> 00:05:45,450 Google this was a low quality site. Right. So what does that 105 00:05:45,450 --> 00:05:48,180 mean for us? Well, if we're on, you know, inherently, not 106 00:05:48,180 --> 00:05:51,120 everyone has a 5g yet, right? We're not at the point where 107 00:05:51,480 --> 00:05:54,660 we're no matter where we are in the world, internet speed is at 108 00:05:54,660 --> 00:05:58,740 a point where it's like broadband at our house. And so 109 00:05:58,770 --> 00:06:02,160 what Google is really looking for is can we optimize our sites 110 00:06:02,220 --> 00:06:06,720 to prioritize content that is above the fold? Right, or the 111 00:06:06,720 --> 00:06:09,240 hero part is some people reference it as what's the 112 00:06:09,270 --> 00:06:12,360 content that you first land on? How quickly can you load that 113 00:06:12,450 --> 00:06:15,390 portion of your content, we're not asking you to load the whole 114 00:06:15,390 --> 00:06:18,450 website right away. But we want to make sure that a user is able 115 00:06:18,450 --> 00:06:21,810 to see something in a very short threshold of time, whether 116 00:06:21,810 --> 00:06:26,040 they're on 3g, 5g, 28, eight, right, like maybe not 20, but 117 00:06:26,040 --> 00:06:29,940 like broadband. So that's where the speed matters. And that's 118 00:06:29,940 --> 00:06:32,100 where you can get some user behavior signals that work 119 00:06:32,100 --> 00:06:35,130 against your SEO, where people are hitting the back button, 120 00:06:35,130 --> 00:06:37,770 right? We're impatient, it, it doesn't matter if it's going to 121 00:06:37,770 --> 00:06:40,980 a satellite or going to a cell tower and going to Google coming 122 00:06:40,980 --> 00:06:44,550 back, like we expect it to be to load under four seconds, right. 123 00:06:44,550 --> 00:06:48,750 So that's really where a lot of business owners have this, this 124 00:06:48,750 --> 00:06:52,260 inherent opportunity in the sense that PageSpeed can affect 125 00:06:52,290 --> 00:06:55,590 all of your traffic, right? If Google prioritizes it as a 126 00:06:55,770 --> 00:06:58,650 ranking factor, it's not the end all be all, don't, don't get it 127 00:06:58,650 --> 00:07:01,950 twisted, don't let people sell you snake oil. It is an 128 00:07:01,950 --> 00:07:05,730 important component. And so if your site is, you know, you can 129 00:07:05,730 --> 00:07:09,360 run a speed tests on your site by just going to Google and 130 00:07:09,360 --> 00:07:12,450 searching Google PageSpeed Insights, type your website, and 131 00:07:12,450 --> 00:07:15,630 it's going to tell you what your score is. A lot of websites, 132 00:07:15,690 --> 00:07:18,240 most websites that haven't ever optimized their speed, that 133 00:07:18,240 --> 00:07:20,940 might be like a 20. On mobile, right, it might be taking eight 134 00:07:20,940 --> 00:07:25,050 or 10 seconds to load. Right, versus once it's optimized, you 135 00:07:25,380 --> 00:07:28,440 typically we go for like a minimum of like 50, or 60, on 136 00:07:28,440 --> 00:07:31,650 mobile, right. And the goal is like a sub four second loading 137 00:07:31,650 --> 00:07:34,200 times, and not to get too far into the weeds. But for those of 138 00:07:34,200 --> 00:07:36,960 you that are comparing your scores, right, like anything 139 00:07:36,960 --> 00:07:40,410 above a 50, or 60, is pretty low. Right? On mobile, and on 140 00:07:40,410 --> 00:07:43,890 desktop, anything above a 90 is relatively low desktop should be 141 00:07:43,890 --> 00:07:47,550 a lot easier to optimize for. But if you take, you know, if we 142 00:07:47,550 --> 00:07:50,220 just take a step back and walk through right, users are 143 00:07:50,220 --> 00:07:54,270 impatient. We don't we expect convenience, we expect speed, 144 00:07:54,540 --> 00:07:57,450 when sites load slow, just think of a time when a site loaded 145 00:07:57,450 --> 00:07:59,280 slow for you, what do you do you hit the back button, you go to 146 00:07:59,280 --> 00:08:02,250 the next one, right? Are you refresh it? Are you trying to 147 00:08:02,250 --> 00:08:05,550 figure out what the heck's going on? Right and, and oftentimes, 148 00:08:05,550 --> 00:08:09,300 you're gonna hit the back button. So these are kind of 149 00:08:09,300 --> 00:08:12,300 detrimental to conversions are detrimental to getting people to 150 00:08:12,300 --> 00:08:14,490 stay on the site, your bounce rate is going to be higher, 151 00:08:14,790 --> 00:08:16,830 you're going to have a lower amount, you know, let's say 152 00:08:16,830 --> 00:08:19,680 you're putting 100 leads in to the to your website, maybe only 153 00:08:19,680 --> 00:08:23,940 50 are going to stay there. Right. Whereas if we can, 154 00:08:23,970 --> 00:08:26,250 instead of just adding more leads to the top of the funnel, 155 00:08:26,550 --> 00:08:30,360 better convert the traffic that you have, that's a one time fix, 156 00:08:30,390 --> 00:08:33,240 or maybe a couple times a year where you're analyzing your site 157 00:08:33,240 --> 00:08:36,630 speed, but it's not like this huge, you know, recurring 158 00:08:36,630 --> 00:08:39,600 commitment that you need to maintain in terms of, you know, 159 00:08:39,600 --> 00:08:43,980 developers and content experts is it's much more granular, 160 00:08:44,010 --> 00:08:47,880 right? Hey, let's find someone to fix our site speed. Cool. So 161 00:08:47,970 --> 00:08:51,750 that can range you know, in price, depending on the size 162 00:08:51,750 --> 00:08:54,090 scope of your site, depending on what platform you're on, right 163 00:08:54,090 --> 00:08:57,930 Magento sites can be 1000s of dollars. WordPress sites can be, 164 00:08:58,230 --> 00:09:01,650 you know, in from one to 2000 Ms. Sometimes less, sometimes 165 00:09:01,650 --> 00:09:05,100 more just depends, right? So if you look at as a low hanging 166 00:09:05,100 --> 00:09:08,310 fruit opportunity, there, there's actually a reason why 167 00:09:08,310 --> 00:09:11,460 there's low hanging fruit opportunities. Okay, so Google 168 00:09:11,460 --> 00:09:14,190 knows that site speed correlates to higher conversion rates, less 169 00:09:14,190 --> 00:09:19,230 bounces, better user engagement with your brand. One could argue 170 00:09:19,230 --> 00:09:22,920 that, you know, when we visit a site that's really fast, the 171 00:09:22,920 --> 00:09:26,460 data supports, that we're more engaged with that brand, we have 172 00:09:26,460 --> 00:09:29,430 more confidence and trust in that brand. But if your site 173 00:09:29,430 --> 00:09:32,220 experiences is slow, maybe you're experienced, the brand is 174 00:09:32,220 --> 00:09:34,590 going to be slow, or the product is going to be a little clunky, 175 00:09:35,010 --> 00:09:37,770 but on conversely the perception of your brand could be 176 00:09:37,860 --> 00:09:40,050 exponentially improved. If your site is really fast, you're 177 00:09:40,050 --> 00:09:42,150 gonna be like, Wow, these guys are on it. These guys and gals 178 00:09:42,150 --> 00:09:44,940 are fast. Their products probably fast their servers 179 00:09:44,940 --> 00:09:47,790 probably great. If their sites slow up they're probably slow on 180 00:09:47,790 --> 00:09:51,420 service too. Right? Or maybe their their website isn't that 181 00:09:51,420 --> 00:09:54,720 good. And maybe their products not that good, right? So we 182 00:09:54,720 --> 00:09:58,380 could go down a rabbit hole of excuses and labels of things of 183 00:09:58,440 --> 00:10:01,230 why people don't like it that The fact the matter is people 184 00:10:01,350 --> 00:10:04,380 don't like so sites. So we'll need. 185 00:10:05,970 --> 00:10:08,220 Robert Plank: Well, yeah, and just before we get like too far, 186 00:10:08,220 --> 00:10:12,240 no, I'm glad that we started with this with the PageSpeed 187 00:10:12,660 --> 00:10:16,200 issue, because that's the thing where it's easy to see the 188 00:10:16,200 --> 00:10:18,570 result, right. Like when we first started, and I was, I was 189 00:10:18,570 --> 00:10:20,730 thinking like, oh, no, we're going to talk about, you know, 190 00:10:20,730 --> 00:10:24,450 structured content, or like meta tags or RSS feeds. And it's 191 00:10:24,450 --> 00:10:28,530 like, this whole idea of the the site speed, it was actually came 192 00:10:28,530 --> 00:10:33,030 to my mind a few minutes before you and I just now met, I went 193 00:10:33,030 --> 00:10:35,400 and looked at your website at first. And whenever there's 194 00:10:35,400 --> 00:10:39,480 these SEO guys are on a call, I'm like, Okay, how fast does 195 00:10:39,480 --> 00:10:42,330 their site load? And I'm like, Well, what kind of tool they 196 00:10:42,330 --> 00:10:45,000 use, are they using WordPress, and I clicked around, and it 197 00:10:45,000 --> 00:10:48,150 made me realize that there's probably like three different 198 00:10:48,150 --> 00:10:51,630 levels, right of site speed, there's, like you said, you load 199 00:10:51,630 --> 00:10:54,930 it, and it's slow. And it's like, it's on a on a dial up 200 00:10:54,930 --> 00:10:58,020 connection. And then there's like, maybe the mid range where 201 00:10:58,080 --> 00:11:00,060 you don't really think too much about it, you're like, Oh, I'm 202 00:11:00,060 --> 00:11:02,550 just kind of navigating the website, like you navigate 203 00:11:02,550 --> 00:11:05,400 Facebook, you're not really thinking about how fast Facebook 204 00:11:05,400 --> 00:11:08,340 is, unless it's kind of having one of those slow days. But then 205 00:11:08,340 --> 00:11:10,830 there's like, when I went to your site, there's like, maybe a 206 00:11:10,830 --> 00:11:14,190 handful of sites. And I would say, maybe, maybe maybe like one 207 00:11:14,190 --> 00:11:17,490 or two sites per day that I visit, where the speed, it's 208 00:11:17,490 --> 00:11:22,110 like just a hair faster than I'm used to, right. It's like, I go 209 00:11:22,110 --> 00:11:25,200 to the page on like, I'm used to like the white and then like the 210 00:11:25,200 --> 00:11:28,050 header generates, and then the rest of it goes through. And I'm 211 00:11:28,050 --> 00:11:31,800 thinking like, he must run some kind of caching, or he must have 212 00:11:31,830 --> 00:11:35,400 the checkbox set where like it, it pre caches, or a pre 213 00:11:35,400 --> 00:11:39,180 generates the whole site. And it was just like a hair faster. And 214 00:11:39,180 --> 00:11:42,480 for me, it was like this kind of like real subconscious kind of 215 00:11:42,480 --> 00:11:45,600 feeling. I'm like, Okay, I feel like he's like, maybe like 10%, 216 00:11:45,600 --> 00:11:48,840 better, or 10% faster than what I'm used to. And you're so 217 00:11:48,840 --> 00:11:52,080 right. And like, there's all these different reasons to do it 218 00:11:52,080 --> 00:11:56,280 right that, well, Google will rank you higher, because Google 219 00:11:56,280 --> 00:11:59,580 are like the gods of the internet. If you appease the 220 00:11:59,580 --> 00:12:02,490 internet gods, if if they want it to be faster, you do what 221 00:12:02,490 --> 00:12:05,400 they say they will already ranking higher. But then as you 222 00:12:05,400 --> 00:12:09,030 also said, there's like the feeling of how the brand is if 223 00:12:09,030 --> 00:12:12,570 the website is fast, then they know what they're doing. They 224 00:12:12,570 --> 00:12:16,080 have it dialed in there, they keep things up to date, it's not 225 00:12:16,080 --> 00:12:18,900 some website that they they made back in those dial up days and 226 00:12:18,900 --> 00:12:22,170 let it sit, they keep it on the cutting edge. And it also makes 227 00:12:22,170 --> 00:12:25,620 me think that like, there's also the short attention span factor, 228 00:12:25,650 --> 00:12:28,680 right, right, David of like, if you have all these tabs open, or 229 00:12:28,740 --> 00:12:31,440 you never know, if like your phone might like might ping or 230 00:12:31,440 --> 00:12:34,560 some other notification might come up, I'm on your site. And 231 00:12:34,560 --> 00:12:37,860 the difference between like seven seconds to get to where I 232 00:12:37,860 --> 00:12:41,880 want versus 17 seconds. That's huge. And so I think that that's 233 00:12:41,910 --> 00:12:44,610 a really great thing for everyone to think about. And a 234 00:12:44,610 --> 00:12:48,900 thing to kind of keep in mind of like have a faster site, even if 235 00:12:48,900 --> 00:12:52,380 it means like a couple of seconds faster or twice as fast 236 00:12:52,380 --> 00:12:57,480 or optimize those images and see said, search Google for Google 237 00:12:57,480 --> 00:13:01,140 PageSpeed Insights to kind of be able to look at this tool, even 238 00:13:01,140 --> 00:13:03,900 if we don't fully understand it to have a good kind of starting 239 00:13:03,900 --> 00:13:06,720 point of know what our score is nowhere around. So that way, 240 00:13:06,720 --> 00:13:09,390 it's not just some kind of guessing like is my site fast or 241 00:13:09,390 --> 00:13:12,960 slow? Google PageSpeed Insights, I love it. Sorry to cut you off. 242 00:13:12,960 --> 00:13:15,720 But just wanted to kind of recap and connect it all together, as 243 00:13:15,720 --> 00:13:16,860 we keep on going here. 244 00:13:17,159 --> 00:13:19,859 Unknown: I appreciate you making that distinction. And to your 245 00:13:19,859 --> 00:13:22,289 point, I thought you brought up a really great tiered system 246 00:13:22,289 --> 00:13:26,519 like there's A's, B's and C's, right, like an A site might be 247 00:13:26,519 --> 00:13:30,239 10% Faster than a B site and a C sites, you know, an A site 248 00:13:30,239 --> 00:13:33,389 compared to a C site is a huge jump, there is a reducing rate 249 00:13:33,389 --> 00:13:36,839 of return, right. So I wouldn't go down the rabbit hole of 250 00:13:36,839 --> 00:13:40,199 trying to get it perfect. But let's, if you're at that place 251 00:13:40,199 --> 00:13:43,319 where it really is loading slow, you will see a pretty dramatic 252 00:13:43,319 --> 00:13:48,329 increase in your SEO, right. The other benefit, as you discussed 253 00:13:48,329 --> 00:13:51,299 is it's it's it's perception thing, and it's the conversion 254 00:13:51,299 --> 00:13:55,529 rate thing. Also, people look at as an SEO factor as well. So 255 00:13:55,529 --> 00:13:58,109 just to put out there, like it's not going to substitute great 256 00:13:58,109 --> 00:14:01,019 content or a great web experience, one of the factors, 257 00:14:01,259 --> 00:14:04,079 if you're already on that lower end of the threshold, definitely 258 00:14:04,079 --> 00:14:08,519 something that I would strongly recommend investing in as it's 259 00:14:08,519 --> 00:14:10,589 going to help your paid marketing, it's gonna help your 260 00:14:10,589 --> 00:14:13,139 email, it's going to help your direct traffic, it's also gonna 261 00:14:13,139 --> 00:14:17,069 help your SEO, right, it's also gonna help your social media, 262 00:14:17,099 --> 00:14:20,249 right, so people are gonna be visiting your site from multiple 263 00:14:20,249 --> 00:14:22,949 different channels. And so that's kind of the the, the just 264 00:14:22,949 --> 00:14:25,919 bring this full circle, right? It can help all of your channels 265 00:14:25,919 --> 00:14:29,129 convert higher, which is a huge, huge, low hanging fruit 266 00:14:29,129 --> 00:14:32,249 opportunity when you when you look at the value that can be 267 00:14:32,279 --> 00:14:36,449 added by by doing, you know, 20 to 40 hours of work on the 268 00:14:36,449 --> 00:14:38,819 website. Awesome. 269 00:14:39,330 --> 00:14:41,670 Robert Plank: Okay, so we're talking about low hanging fruit 270 00:14:41,760 --> 00:14:45,210 speed up your site, you don't have to spend too much time on a 271 00:14:45,210 --> 00:14:47,970 bit it'll help you in all these other ways. And so like So what 272 00:14:47,970 --> 00:14:51,120 else are you seeing as far as what we should be focusing on 273 00:14:51,120 --> 00:14:54,270 doing and maybe what are people missing as far as making their 274 00:14:54,270 --> 00:14:57,270 website the best they can be and, and get this SEO thing 275 00:14:57,270 --> 00:14:57,930 dialed in. 276 00:14:58,620 --> 00:15:01,140 Unknown: So that's a that's a perfect segue I'd say, you know, 277 00:15:01,140 --> 00:15:03,780 looking at it, there's a couple of areas, typically user 278 00:15:03,780 --> 00:15:07,140 experiences one. So like, look at other brands in your niche? 279 00:15:07,710 --> 00:15:11,310 Or do they have better branded better quality websites? Do they 280 00:15:11,310 --> 00:15:14,280 have better experiences? Are they more interactive? Are 281 00:15:14,280 --> 00:15:17,250 they're doing things to keep people on the page longer? So 282 00:15:17,250 --> 00:15:20,970 these are more of like, think of this as, as, as your, you know, 283 00:15:20,970 --> 00:15:22,980 not necessarily low hanging fruit, but something to think 284 00:15:22,980 --> 00:15:26,280 about over time, which is, you know, does our website reflect 285 00:15:26,280 --> 00:15:28,650 the quality of our brand? And does it create a consistent 286 00:15:28,650 --> 00:15:31,830 experience when you place our brand next to our competitors, 287 00:15:32,310 --> 00:15:35,190 right. And so a lot of people have a great desktop website, 288 00:15:35,190 --> 00:15:37,950 and their mobile is a little iffy, right? Or their mobile is 289 00:15:37,950 --> 00:15:41,100 really great. And their desktops great with the branding and the 290 00:15:41,220 --> 00:15:45,090 design of it just doesn't match to, to what a user would expect, 291 00:15:45,090 --> 00:15:50,430 right. And so the next kind of segue into that more deeper into 292 00:15:50,430 --> 00:15:53,700 that is, is like your content, right? So your, your visual 293 00:15:53,700 --> 00:15:56,580 design is really reflection of your content. And so when we're 294 00:15:56,580 --> 00:15:58,320 looking at content, we're looking at above the fold 295 00:15:58,320 --> 00:16:02,880 content, right? Which pages have high bounce rates, where people 296 00:16:02,910 --> 00:16:05,430 either the speed was too slow, or they didn't like the first 297 00:16:05,430 --> 00:16:08,400 message that they saw, and they're bouncing away? Right? In 298 00:16:08,400 --> 00:16:10,440 some cases, you'll have things like blogs where they will 299 00:16:10,440 --> 00:16:13,470 inherently have a high bounce rate. So don't freak out. If you 300 00:16:13,470 --> 00:16:15,840 see a page that has a super high bounce rate and a blog. 301 00:16:15,840 --> 00:16:18,390 Sometimes people find what they need, and they leave and they're 302 00:16:18,390 --> 00:16:21,630 supposed to bounce, right? It's just a discovery based query, 303 00:16:21,630 --> 00:16:24,600 it's not necessarily selling them something right? On the 304 00:16:24,600 --> 00:16:28,830 reverse end, right? What can we do to better convert our users 305 00:16:28,830 --> 00:16:31,320 and create a better user experience. And so what I really 306 00:16:31,320 --> 00:16:34,590 recommend doing is finding an agency or finding someone in 307 00:16:34,590 --> 00:16:37,740 house that can do some split testing for you. Right, so 308 00:16:37,740 --> 00:16:41,730 Google Optimize is a great split testing tool, hot jar Crazy Egg, 309 00:16:42,150 --> 00:16:44,580 I really would prefer Google Optimize, that gives you 310 00:16:44,610 --> 00:16:47,700 opportunities to make changes within the platform. So you 311 00:16:47,700 --> 00:16:50,370 don't have to actually make the changes on your website, you can 312 00:16:50,370 --> 00:16:53,940 run some tests to see hey, do people like this heading more? 313 00:16:53,970 --> 00:16:58,080 Or you know, heading a or heading B? Do they like the 314 00:16:58,500 --> 00:17:02,760 picture, you know, of, of the woman holding, you know, holding 315 00:17:02,760 --> 00:17:05,610 the product? Or is this more of a manly product, and you know, 316 00:17:05,610 --> 00:17:09,840 people want to, you know, resonate more with a with a male 317 00:17:09,900 --> 00:17:12,330 holding the product, there are all these different split tests, 318 00:17:12,330 --> 00:17:14,670 right? I would say start with 319 00:17:16,319 --> 00:17:21,149 come to come to split test with the with you're basically 320 00:17:21,179 --> 00:17:23,309 becoming a professional experiments, right? So you want 321 00:17:23,309 --> 00:17:26,099 to make sure the experiments are big enough. But they're also 322 00:17:26,279 --> 00:17:29,699 you're not changing too many things at once and getting, like 323 00:17:29,729 --> 00:17:33,359 can mix data, right? If you change five things, and it 324 00:17:33,359 --> 00:17:35,399 converts better, it's like, well, which of these five things 325 00:17:35,399 --> 00:17:37,679 made it convert better, right? We don't know. Maybe it was all 326 00:17:37,679 --> 00:17:40,859 of them, maybe it was just one or two of them. So it's 327 00:17:40,859 --> 00:17:44,729 important to approach improvements around the website, 328 00:17:45,029 --> 00:17:48,059 it from the from the perspective of it's going to take some time, 329 00:17:48,089 --> 00:17:51,149 it's going to take some you need to have a constant in that 330 00:17:51,149 --> 00:17:53,489 experiment, right. So don't go and change everything change, 331 00:17:53,489 --> 00:17:57,059 like just the hero or change, right, just certain elements of 332 00:17:57,059 --> 00:18:00,119 the page, maybe it's the copy or the design, right? Start with 333 00:18:00,119 --> 00:18:03,929 one or two kind of core things that you know, there's going to 334 00:18:03,929 --> 00:18:06,389 be a definitive result at the end of that split test and let 335 00:18:06,389 --> 00:18:09,299 it run for a couple of weeks and see how it works. So Google 336 00:18:09,299 --> 00:18:13,799 optimizes, you don't have to be a web developer to use it. It's 337 00:18:13,799 --> 00:18:16,739 got some really cool drag and drop drop functionality. It's 338 00:18:16,739 --> 00:18:19,619 another area where you'll be able to gather some insights and 339 00:18:19,619 --> 00:18:22,559 apply those insights to other areas of your site. Again, the 340 00:18:22,559 --> 00:18:25,919 whole goal. This is an SEO podcast, right, that we're 341 00:18:25,919 --> 00:18:28,529 talking about today. But a lot of this is how do we better 342 00:18:28,529 --> 00:18:31,919 convert, right not just add more leads to the top of the funnel 343 00:18:31,919 --> 00:18:33,989 that's going to happen organically as we create better 344 00:18:33,989 --> 00:18:37,829 content, better experiences, and get backlinks and really work on 345 00:18:37,829 --> 00:18:41,579 the site, you know, speed and things like that. That what what 346 00:18:41,579 --> 00:18:44,369 we really want to guide you to or if you were to get zero 347 00:18:44,429 --> 00:18:48,089 additional hits, let's say you're 100 hits last month, and 348 00:18:48,089 --> 00:18:51,119 next month, you're gonna get 100 hits. How do we squeeze a little 349 00:18:51,119 --> 00:18:53,909 bit more fruit or a little bit more juice out of that fruit? 350 00:18:54,029 --> 00:18:57,209 Right, a little bit more orange juice? If if we're only 351 00:18:57,209 --> 00:19:00,569 converting to people taking this whole orange and getting couple 352 00:19:00,569 --> 00:19:04,079 drops and throwing it away? How do we get 10 people or 20 people 353 00:19:04,079 --> 00:19:07,679 out of those 100 or 50 people out of those 100? Right? And so 354 00:19:07,679 --> 00:19:10,919 there is no magic recipe for that. It's a lot of testing, 355 00:19:10,919 --> 00:19:13,949 it's SWOT analysis. It's looking at your market and seeing 356 00:19:13,949 --> 00:19:17,039 comparing different brands and experiences from both 357 00:19:17,039 --> 00:19:20,069 qualitative and quantitative, right, like, how long is their 358 00:19:20,069 --> 00:19:22,469 page, they have more content, they have better content and 359 00:19:22,469 --> 00:19:26,069 more comprehensive content. Hey, is their website right? neat and 360 00:19:26,069 --> 00:19:29,069 clean? Is it load quickly? So some are qualitative, some are 361 00:19:29,069 --> 00:19:32,129 quantitative, but really just taking that that, you know, 362 00:19:32,279 --> 00:19:35,669 putting the experimenter hat on and saying, hey, I can start 363 00:19:35,669 --> 00:19:39,629 tomorrow gathering more data and figuring out we had this this 364 00:19:39,749 --> 00:19:42,809 business called fully accountable. They're an 365 00:19:42,809 --> 00:19:47,879 outsourced e commerce accounting firm. And they came to us and 366 00:19:47,909 --> 00:19:50,879 you know, they have this request a proposal page or schedule a 367 00:19:50,879 --> 00:19:55,379 call page, right? We increased the traffic and things were you 368 00:19:55,379 --> 00:19:59,129 know, progressing at a at a steady rate. That it's like, 369 00:19:59,129 --> 00:20:00,719 well, how do we get more people performance out of this 370 00:20:00,719 --> 00:20:03,089 campaign. And so what we started to see is that people were 371 00:20:03,089 --> 00:20:07,079 falling off, like going into the data is so important, right, and 372 00:20:07,079 --> 00:20:09,479 like understanding what's happening. And so what we saw 373 00:20:09,479 --> 00:20:13,379 was that these requests, the proposal pages, or the schedule 374 00:20:13,379 --> 00:20:17,489 of call page, I should say, could be converting higher. 375 00:20:17,999 --> 00:20:21,749 Right. And so I think it was at a 2% conversion rate. And I 376 00:20:21,749 --> 00:20:24,659 think industry average for most stores is like somewhere around 377 00:20:24,659 --> 00:20:29,489 1%. So wasn't bad, right. But like, that means out of every 378 00:20:29,489 --> 00:20:33,629 100 People that hit the page 2%, or hit their website, not the 379 00:20:33,629 --> 00:20:36,869 page, right, but hit the website 2% of the that traffic was 380 00:20:36,869 --> 00:20:41,969 converting. So what we did is we changed the above the fold 381 00:20:41,969 --> 00:20:45,719 content, we put some imagery of the team, we put our phone 382 00:20:45,719 --> 00:20:49,469 number, we put some social proof and reviews, we eliminate the 383 00:20:49,469 --> 00:20:52,199 barriers to entry. So we didn't ask them for all this 384 00:20:52,199 --> 00:20:54,959 information we just asked for, like the email address name and 385 00:20:54,959 --> 00:20:58,589 phone number and like a short message, as opposed to like, how 386 00:20:58,589 --> 00:21:01,139 much revenue do you get right? Like, we're really trying to 387 00:21:01,169 --> 00:21:05,369 gather as much data to give them a great, you know, sales 388 00:21:05,369 --> 00:21:09,209 experience that was inherently maybe turning people away. And 389 00:21:09,209 --> 00:21:12,419 so we took that from a 2% to a 7%. Now, this isn't some huge 390 00:21:12,419 --> 00:21:15,239 draw, Win win, right? Like, we're so great, it's just to 391 00:21:15,239 --> 00:21:19,529 show you the power of a couple of small changes can make a 392 00:21:19,529 --> 00:21:22,739 substantial impact. And that's where you might not even realize 393 00:21:22,739 --> 00:21:24,749 how big of an impact that you know, if you were telling me we 394 00:21:24,749 --> 00:21:27,239 were going to triple the conversion rate by a couple of 395 00:21:27,239 --> 00:21:29,189 small changes, I would have laughed, right. I've been like, 396 00:21:29,189 --> 00:21:31,889 oh, let's I believe when I see it, right? Like, I'm very data 397 00:21:31,889 --> 00:21:34,799 driven person. Once I saw that data coming, I was like, wow, 398 00:21:34,799 --> 00:21:37,169 this is no, like I did a double take, right? And I'm like, wow, 399 00:21:37,169 --> 00:21:40,529 how do we do this across the request to proposal page? How do 400 00:21:40,529 --> 00:21:43,649 we do this across other pages now, right? Knowing that people 401 00:21:43,649 --> 00:21:48,209 like to see faces, they like, sleeker, cleaner, right? They 402 00:21:48,209 --> 00:21:51,599 like to see the reviews, they like to see the phone number in 403 00:21:51,599 --> 00:21:54,119 case they don't want to give away their information, right? 404 00:21:54,119 --> 00:21:55,499 There's all these different 405 00:21:56,940 --> 00:21:59,700 considerations that we're we're guiding the customer towards, as 406 00:21:59,700 --> 00:22:02,820 opposed to just fill out your information, right? Like looking 407 00:22:02,820 --> 00:22:06,330 back, it's very obvious why this converts higher, right. But it's 408 00:22:06,330 --> 00:22:09,450 not going to be when you're in that initial stage. It's like, 409 00:22:09,450 --> 00:22:11,910 hey, well, this is converting, it's the two percents not bad, 410 00:22:11,910 --> 00:22:15,930 right? But I challenge you to push the envelope a bit more. 411 00:22:16,500 --> 00:22:19,800 Alright, take a look, how do you get a 20% conversion rate out of 412 00:22:19,800 --> 00:22:23,910 your site? Right, don't say it don't be satisfied. And some of 413 00:22:23,910 --> 00:22:26,220 that's going to come down to your targeting, right? Not all 414 00:22:26,220 --> 00:22:31,860 of this is necessarily from, you know, from these changes. But if 415 00:22:31,860 --> 00:22:36,690 you look at the data, it's very consistent, right? So out of the 416 00:22:36,690 --> 00:22:39,510 targeting that we had at the time, by making these changes, 417 00:22:39,510 --> 00:22:42,450 there was an improvement. And so that's the the main goal is 418 00:22:42,450 --> 00:22:45,930 like, you know, if there's if there's one low hanging fruit 419 00:22:45,930 --> 00:22:50,370 opportunity to focus on, it's knowing what users like on your 420 00:22:50,370 --> 00:22:52,740 site, and what they don't like, and how do we scale what's 421 00:22:52,740 --> 00:22:56,370 working and kind of trim out what's not working and create 422 00:22:56,370 --> 00:23:00,510 experiences for users that are best in class. And a lot of SEO 423 00:23:00,510 --> 00:23:03,030 is argue that say, PageSpeed isn't a huge ranking factor. 424 00:23:03,030 --> 00:23:05,220 It's a ranking factor, people over emphasize and they say, 425 00:23:05,220 --> 00:23:09,120 well, contents are ranking factor, but it's more about how 426 00:23:09,120 --> 00:23:12,300 well your content does. And these things are true, right? 427 00:23:12,300 --> 00:23:16,050 But on the converse end, like people hitting that back button, 428 00:23:16,470 --> 00:23:20,220 are really going to impact your score. So PageSpeed contributes 429 00:23:20,220 --> 00:23:23,160 to that if your user experience contributes to that, if your 430 00:23:23,160 --> 00:23:26,460 content or you're above the fold content contributes to that, why 431 00:23:26,460 --> 00:23:30,240 wouldn't we, you know, take the liberty to start looking at 432 00:23:30,240 --> 00:23:33,390 these things as levers that we can pull and finding ways to 433 00:23:33,570 --> 00:23:36,900 pass some data driven, repeatable experiments, that now 434 00:23:36,900 --> 00:23:39,600 we can use ammunition in our marketing meetings with our 435 00:23:39,600 --> 00:23:42,540 teams. That's the biggest part of it is like so many people are 436 00:23:42,540 --> 00:23:45,450 scared to fail, right? Let's just be married to the site, the 437 00:23:45,450 --> 00:23:49,710 web developer did it, it must be good. And as you and I both 438 00:23:49,710 --> 00:23:52,410 know, everything's objective, not everyone's gonna feel the 439 00:23:52,410 --> 00:23:55,470 exact same way. You can't please everyone, but you can get some 440 00:23:55,470 --> 00:23:59,340 insights from a large sample of data. And so, you know, when 441 00:23:59,340 --> 00:24:01,590 it's like, Well, hey, we didn't get as much sales this month. 442 00:24:01,920 --> 00:24:05,580 How awesome is it to say, well, let's take a look at this page, 443 00:24:05,700 --> 00:24:08,100 let's really take a look at what's happening and find ways 444 00:24:08,100 --> 00:24:11,430 to get a better conversion rate, maybe a traffic dip down there. 445 00:24:11,430 --> 00:24:14,790 There's some other reason, right? But that's, as a C level 446 00:24:14,790 --> 00:24:17,580 exact, that's what I look for my team is coming to some 447 00:24:17,580 --> 00:24:20,700 solutions, and let's start figuring out where the gems are, 448 00:24:20,940 --> 00:24:25,290 instead of, you know, settling for, hey, there was a Google 449 00:24:25,290 --> 00:24:27,300 algorithm update, and we just aren't going to get as many 450 00:24:27,300 --> 00:24:31,020 leads now, right? Or, hey, you know, our sites B or whatever it 451 00:24:31,020 --> 00:24:34,800 is, right? It's just these are things that encourage you to 452 00:24:34,860 --> 00:24:37,170 start looking at, you don't have to be an expert at these right 453 00:24:37,170 --> 00:24:40,500 away. But it can be as simple as changing the color of a button 454 00:24:40,950 --> 00:24:43,650 could be as simple as, hey, we can, you know, optimize the 455 00:24:43,650 --> 00:24:47,040 entire site. But what we can do is we can optimize the images 456 00:24:47,040 --> 00:24:49,470 that are really large and get our PageSpeed into more 457 00:24:49,470 --> 00:24:53,940 acceptable range, which right might be that 80% And then the 458 00:24:53,940 --> 00:24:57,420 last 20 percents the hardest, right? So these are things that 459 00:24:57,420 --> 00:24:59,730 if we think about at a high level, right, we can talk to our 460 00:24:59,730 --> 00:25:02,190 developer We can talk to our team, we can talk to our web 461 00:25:02,190 --> 00:25:06,510 designers. And for those of you that are these roles, right, you 462 00:25:06,510 --> 00:25:08,670 can now have the confidence in knowing that you're not 463 00:25:08,670 --> 00:25:10,770 objectively making recommendations, we're actually 464 00:25:10,770 --> 00:25:13,050 looking at how the market responds to this. And that's all 465 00:25:13,050 --> 00:25:16,650 we as marketers we can do is make decisions based off of the 466 00:25:16,650 --> 00:25:19,710 data and not everything's going to be a winner. And that's good, 467 00:25:19,710 --> 00:25:23,070 right, we're actually making progress, so that we can get to 468 00:25:23,070 --> 00:25:27,060 that. Perfect, I shouldn't even say the word perfect, but better 469 00:25:27,090 --> 00:25:31,410 conversion rate or more ideal scenario, where we're converting 470 00:25:31,410 --> 00:25:34,740 a lot higher, it's very similar to social media, right? It's 471 00:25:34,740 --> 00:25:38,430 like, you can try 10 different pieces of creative write, and 472 00:25:38,430 --> 00:25:42,780 get different outcomes from all 10. And so it's, it's the same 473 00:25:42,780 --> 00:25:44,760 with a website, and these algorithms are really just 474 00:25:44,760 --> 00:25:48,540 designed to promote experiences that users like. So, you know, 475 00:25:49,530 --> 00:25:52,110 if you think about it from that perspective, you know, when 476 00:25:52,110 --> 00:25:55,650 Google does send that traffic test to your site, and they see 477 00:25:55,650 --> 00:25:57,330 that you update your content, they're gonna send a little 478 00:25:57,330 --> 00:26:01,110 traffic, and those users don't hit the back button. And they 479 00:26:01,110 --> 00:26:02,820 really stay on the site, and they're engaging, and they're 480 00:26:02,820 --> 00:26:08,820 clicking, and they're, you know, not bouncing away. Any day that 481 00:26:09,060 --> 00:26:11,400 any day of the week, that's gonna result in a better ranking 482 00:26:11,400 --> 00:26:14,040 for you. Whereas if you had a high bounce rate Google's and be 483 00:26:14,040 --> 00:26:16,260 like, well, these, these people really don't like this site, I'm 484 00:26:16,260 --> 00:26:18,150 not going to keep sending people to the site, but they're like, 485 00:26:18,150 --> 00:26:22,320 well, we sent 10 people here at four o'clock yesterday. And, you 486 00:26:22,320 --> 00:26:25,350 know, six had a really good experience, as opposed to like 487 00:26:25,350 --> 00:26:29,400 two from the previous page, right, like, now let's start 488 00:26:29,520 --> 00:26:32,220 seeing if we spend a little bit more traffic if people continue 489 00:26:32,220 --> 00:26:32,940 down this path. 490 00:26:34,740 --> 00:26:38,280 Robert Plank: And when I, when I first came across that that 491 00:26:38,280 --> 00:26:41,160 concept that Google checks the dwell time, or whatever they 492 00:26:41,160 --> 00:26:44,850 check when they click from a Google Pay or Google result to 493 00:26:44,850 --> 00:26:47,760 your website, and then if you click the back button, they time 494 00:26:47,760 --> 00:26:51,210 that and they say, did it take 30 seconds for, for him to give 495 00:26:51,210 --> 00:26:54,000 up and go back and see what happened? My mind was blown. And 496 00:26:54,000 --> 00:26:57,420 as you and I both know, like, Google checks, all kinds of 497 00:26:57,420 --> 00:27:00,000 little factors and things like that, and Google even 498 00:27:00,000 --> 00:27:03,060 themselves, they're always improving, and what the heck is 499 00:27:03,060 --> 00:27:06,150 Google but like a plain old white web page with just a 500 00:27:06,150 --> 00:27:10,080 search box and a button, but you could almost look at the front 501 00:27:10,080 --> 00:27:13,470 page of Google five years ago, 10 years ago, and even even 502 00:27:13,470 --> 00:27:15,900 though all it is is a search box in the button, you could 503 00:27:15,900 --> 00:27:18,930 probably almost tell like, what year or what decade, it was just 504 00:27:18,930 --> 00:27:21,870 because they they change up those little things. And like 505 00:27:21,870 --> 00:27:24,870 every time you check out on Amazon, every few months, it's 506 00:27:24,870 --> 00:27:28,650 changed up a little bit. So even these giants like Google and 507 00:27:28,650 --> 00:27:32,970 Amazon, as good as they're doing as much of a dialed in operation 508 00:27:32,970 --> 00:27:36,210 as they have, even they themselves are still striving 509 00:27:36,210 --> 00:27:39,720 for perfection. So why not guys like you and me, David Right. 510 00:27:39,720 --> 00:27:42,960 And so there's been a lot of interesting, kind of like 511 00:27:42,960 --> 00:27:45,810 business and marketing lessons in here. And And of all the 512 00:27:45,810 --> 00:27:48,420 things that we've talked about what is really clicking for me, 513 00:27:48,420 --> 00:27:52,110 based on what you said here is that a lot of this conversion 514 00:27:52,530 --> 00:27:55,260 rate optimization stuff, a lot of the search engine 515 00:27:55,260 --> 00:27:58,380 optimization stuff, it can be overwhelming. And maybe it might 516 00:27:58,380 --> 00:28:01,830 be one of these topics that in order to fully mentally digest 517 00:28:01,830 --> 00:28:04,590 that we have to keep on like learning like a little bit about 518 00:28:04,590 --> 00:28:09,750 it right? Learn a little bit about PageSpeed page rank, lazy 519 00:28:09,750 --> 00:28:13,500 loading above the fold, split testing, they we just keep 520 00:28:13,500 --> 00:28:16,830 having to digest that a little bit. And learning about it 521 00:28:16,830 --> 00:28:20,370 doesn't necessarily mean that we have to be the one that does it, 522 00:28:20,460 --> 00:28:23,970 that we have to fully understand a tool that we even have to make 523 00:28:23,970 --> 00:28:26,460 sense out of the split test result. But it's just it's 524 00:28:26,460 --> 00:28:29,910 helping to kind of hear these concepts. And we might have 525 00:28:29,910 --> 00:28:33,330 heard these concepts before. But then because we're hearing from 526 00:28:33,330 --> 00:28:36,690 you again, and again, it's like oh, yeah, I heard a long time 527 00:28:36,690 --> 00:28:39,990 ago that I need to be like running some kind of a split 528 00:28:39,990 --> 00:28:43,290 tests and testing out my headlines or testing out a hero 529 00:28:43,290 --> 00:28:46,890 image or looking at my competitors website and saying, 530 00:28:46,950 --> 00:28:49,950 you know, I like how they they had that interface or like how 531 00:28:49,950 --> 00:28:52,950 they made the interactive, maybe we could absorb some of that. 532 00:28:53,040 --> 00:28:56,790 It's just it helps to maybe revisit some of the things that 533 00:28:56,790 --> 00:29:01,260 we have considered, but then didn't follow through on or, you 534 00:29:01,260 --> 00:29:04,740 know, kind of gave up on because this is kind of an ongoing 535 00:29:04,740 --> 00:29:07,110 process. And maybe these are some of the things that maybe 536 00:29:07,110 --> 00:29:10,230 every six or 12 months, we should be looking into 537 00:29:10,230 --> 00:29:12,240 implementing some of these things that you have been 538 00:29:12,240 --> 00:29:15,270 mentioning. And so if someone says, okay, a lot of the things 539 00:29:15,270 --> 00:29:19,590 that David says make sense, and, and maybe this and this is now 540 00:29:19,590 --> 00:29:22,710 on my to do list, but I'm thinking well, I'm not even 541 00:29:22,710 --> 00:29:25,680 really sure where to start. I don't know if I'll have enough 542 00:29:25,680 --> 00:29:29,250 time. I don't know if a hollow through. Do you and your your 543 00:29:29,250 --> 00:29:32,550 team, your agency have performed some of these tasks? And how the 544 00:29:32,550 --> 00:29:34,800 heck do we find out more information? Where's the 545 00:29:34,800 --> 00:29:37,620 website? What are we where we go? What should we know about 546 00:29:37,620 --> 00:29:38,280 this? 547 00:29:38,520 --> 00:29:41,430 Unknown: Absolutely. So so if you need a fractionalize team to 548 00:29:41,430 --> 00:29:44,850 come in and handle anything from PageSpeed to your split testing, 549 00:29:45,810 --> 00:29:48,900 I encourage you check us check us out peaks, digital 550 00:29:48,900 --> 00:29:52,650 marketing.com peaks, like the mountaintop plural, digital 551 00:29:52,650 --> 00:29:57,000 marketing comm we do a free analysis and audit even if you 552 00:29:57,000 --> 00:29:59,850 just have a question you're looking to, you know get some 553 00:29:59,850 --> 00:30:03,750 good Our whole mission is, is, you know, how do we provide 554 00:30:03,780 --> 00:30:07,530 value and empower your business to succeed, whether that's your 555 00:30:07,530 --> 00:30:11,070 team doing it, or our team doing it. And so, you know, if you 556 00:30:11,070 --> 00:30:13,260 have some questions and you're looking for some, you know, 557 00:30:13,260 --> 00:30:15,270 direction, or you're looking for a Sherpa to help take you up the 558 00:30:15,270 --> 00:30:18,750 mountain, check us out at peaks, digital marketing, comm just 559 00:30:18,750 --> 00:30:21,810 fill out a contact form. So we'll get in touch with you. And 560 00:30:21,810 --> 00:30:25,680 if you're looking for more SEO tips, I'm constantly syndicating 561 00:30:25,680 --> 00:30:29,370 social content around digital marketing, SEO conversion based 562 00:30:29,370 --> 00:30:32,850 strategies, you can check me out at David A Finberg, on 563 00:30:32,850 --> 00:30:37,320 Instagram, Facebook, and we do a little bit of LinkedIn as well. 564 00:30:37,320 --> 00:30:40,800 So I really appreciate the opportunity to be on the show, I 565 00:30:40,800 --> 00:30:44,250 hope you guys found some value. It is something as you said, 566 00:30:44,250 --> 00:30:47,400 Robert, like, if you're you start, start eating the elephant 567 00:30:47,400 --> 00:30:51,600 piece by piece, you don't eat it all at once, right. And so I 568 00:30:51,600 --> 00:30:54,660 think just being aware of these things, and starting to bring 569 00:30:54,660 --> 00:30:57,090 these up in your marketing conversations, and really having 570 00:30:57,090 --> 00:31:00,240 that commitment towards maybe over the course of the next 571 00:31:00,240 --> 00:31:04,050 year, becoming better at some of these needle movers will, will 572 00:31:04,230 --> 00:31:08,100 will, it'll show in the ROI of your campaigns and will also 573 00:31:08,790 --> 00:31:11,340 show in the marketing meetings when you are able to review that 574 00:31:11,340 --> 00:31:15,630 data. And so, Robert, just, uh, you know, thrilled to be on the 575 00:31:15,630 --> 00:31:19,770 show, and really grateful to be here and be able to talk to your 576 00:31:19,770 --> 00:31:23,820 platform and connect with your audience. Again, feel free to 577 00:31:23,820 --> 00:31:27,120 check us out on the web, if you have any questions and yeah, 578 00:31:27,120 --> 00:31:30,300 looking looking forward to, to next time. 579 00:31:31,170 --> 00:31:33,120 Robert Plank: Oh, fantastic. fantastical, I appreciate having 580 00:31:33,120 --> 00:31:37,230 you on David, David A Finberg on social media peaks, digital 581 00:31:37,230 --> 00:31:40,350 marketing, calm to find that Sherpa to leave you up the 582 00:31:40,350 --> 00:31:43,830 mountain. And what I really like about everything we were talking 583 00:31:43,830 --> 00:31:46,440 about here today, David is like, these are kind of like the 584 00:31:46,530 --> 00:31:49,410 foundational principles. These are things that, you know, 585 00:31:49,440 --> 00:31:52,590 things change, you know, year after year, but five years ago, 586 00:31:52,590 --> 00:31:55,560 this was important. 10 years ago, all these things are still 587 00:31:55,560 --> 00:31:57,870 going to be important. There's no excuse you mentioned at the 588 00:31:57,870 --> 00:32:00,990 beginning about Magento. And I mentioned about WordPress, it 589 00:32:00,990 --> 00:32:03,960 doesn't matter what industry you're in what platform you 590 00:32:03,960 --> 00:32:08,340 have, you need to be focusing on some of these conversion, these 591 00:32:08,340 --> 00:32:11,070 SEO factors that David mentioned, but there's no excuse 592 00:32:11,100 --> 00:32:15,450 you're not that special, that you're exempt from the the whims 593 00:32:15,450 --> 00:32:18,810 of Google, this is really important if you want to squeeze 594 00:32:18,810 --> 00:32:23,190 more juice out of the out of the orange and and maybe triple your 595 00:32:23,190 --> 00:32:25,470 conversion rate. So that way, you don't have to triple your 596 00:32:25,470 --> 00:32:29,340 traffic, which seems like a way, way more unnecessarily 597 00:32:29,340 --> 00:32:33,420 complicated way of doing it, go to peaks, digital marketing.com 598 00:32:33,480 --> 00:32:36,390 Go there, check out the blog, fill in the contact form, even 599 00:32:36,390 --> 00:32:39,000 just to say hey to David and his team and see if there's 600 00:32:39,000 --> 00:32:42,690 something they can do for you. At the very least get a dialogue 601 00:32:42,690 --> 00:32:45,450 started. peeks Digital marketing.com. We'll see you 602 00:32:45,450 --> 00:32:48,090 there. And thank you David for stopping by and taking the time. 603 00:32:48,090 --> 00:32:49,860 I appreciate you. My pleasure. I 604 00:32:49,859 --> 00:32:51,359 Unknown: appreciate you too. Thanks, everyone. I 605 00:32:54,690 --> 00:32:58,530 Robert Plank: do have Why podcast.com forward Slash Free. 606 00:32:58,740 --> 00:33:01,770 Go there right now to see what you could be missing in your 607 00:33:01,770 --> 00:33:06,900 podcast. Maybe you aren't active enough on social media. Are you 608 00:33:06,930 --> 00:33:10,350 writing and broadcasting an email for every episode of your 609 00:33:10,350 --> 00:33:13,890 podcast? Do you follow up with your podcast guests? Do you do 610 00:33:13,890 --> 00:33:17,310 things to make your podcast interview and content creation 611 00:33:17,310 --> 00:33:22,770 easier? Go to do fly podcast.com/free to claim your 612 00:33:22,770 --> 00:33:23,880 gift right now.