Almost anyone in internet marketing who has spent a couple months in the game has seen some "shocking" case study where changing the color of a button increased sales 183% or such. In many cases such changes only happen when the original site had not had any focus on conversion at all.
Google, on the other hand, has billions of daily searches and is constantly testing ways to increase yield:
Long story short, -38 pounds in about 2 months or so. Felt great the entire time and felt way more focused day to day. Maybe you don’t have a lot of weight to lose but this whole approach can significantly help you cognitively.
In fact, the diet piece was originally formed for cognitive enhancements rather than weight loss.
Before I get into this post I just want to explicitly state that I am not a doctor, medical professional, medical researcher, or any type of medical/health anything. This is not advice, I am just sharing my experience.
There are a lot of tools in the SEO space (sorry, couldn't resist :D) and over the years we've seen tools fall into 2 broad categories. Tools that aim to do just about everything and tools that focus on one discipline of online marketing.
Here's a recent video of the founders of RapGenius talking at TechCrunch disrupt.
Oops, wrong video. Here's the right one. Same difference.
When SEO started, many people routinely used black-box testing to try any figure out what pages the search engines rewarded.
Black box testing is terminology used in IT. It’s a style of testing that doesn’t assume knowledge of the internal workings of a machine or computer program. Rather, you can only test how the system responds to inputs.
Sometimes the SEO industry feels like one huge Groundhog Day. No matter how many times you have discussions with people on the same old topics, these issues seem to pop back into blogs/social media streams with almost regular periodicity. And every time it does, just the authors are new, the arguments and the contra arguments are all the same.
One approach to search marketing is to treat the search traffic as a side-effect of a digital marketing strategy. I’m sure Google would love SEOs to think this way, although possibly not when it comes to PPC! Even if you’re taking a more direct, rankings-driven approach, the engagement and relevancy scores that come from delivering what the customer values should serve you well, too.
In a recent post I talked about the benefits of productizing your business model along with some functional ways to achieve productization.
A product, in and of itself is really only 1/2 of what you are selling to your clients. The other 1/2 of the equation is the "experience".
SEO has always been focused on acquisition.
The marketing strategy, based on high rankings against keyword terms, is about gaining a steady flow of new visitors. If a site ranks better than competing sites, this steady stream of new visitors will advantage the top sites to the disadvantage of those sites beneath it.
The selling point of SEO is a strong one. The client gets a constant flow of new visitors and enjoys competitive advantage, just so long as they maintain rank.