Deliver Transformational SEO Performance With Simple Techniques
Big-site SEO is often an exercise in getting the basics right on a massive scale. For example, its hard to prioritise innovative, new SEO techniques when you discover that a new client has around seven million pages considered duplicate because their Hreflang localisation is incorrect (this is a thing).
Your first job there is to fix that implementation. Your second job there: fix that implementation. Now!
However, despite this apparent lack of opportunity for innovation, I find huge value in big site analysis, as the subtleties of prioritisation can have multi-million dollar impact for a business. The reality is: you have a truly transformational opportunity to effect significant business performance.
Going about this analysis can be informative about approaching a new SEO strategy for any site, and walking through that process can reveal a few truths about the real value of a number of SEO techniques and some unbiased analytics analyses.
Lets take a few examples from a deep dive into a recent big site project, and youll hopefully see what I mean.
Due to big businesses having a lot of stakeholders from different departments or countries with a say in online marketing strategy, it often may not be clear to a business what their biggest issue is. Thats true even if youve been told what the issue is thought to be.
For example, I recently was asked to take a look at a set of sites used to target four different countries (with a ROW catch-all) globally, with the majority of traffic falling onto one particular platform used across most of the domains.
An additional domain for a sub-set of product had been created on a different platform (Magento, since you ask) because the main platform conversion was poor (sub 1% conv) due to fundamental issues with the checkout process. The Magento site was achieving c3% conversion rate, I was told.
Whenever I hear a flat conversion rate, Im skeptical: SEO and PPC brand and generic traffic always convert at quite different rates, so bringing them together as an average doesnt make sense.
A great brand conversion rate may mask appalling generic traffic conversion, which is what drives new visit growth. Add on to that the different conversions expected for different channels, and you really have to say that comparing average conversion rates from a site is not just not useful, but actively damaging to good strategy decisions.
See the original post:
Deliver Transformational SEO Performance With Simple Techniques