4 builders who never spoke to each other

Measure content the way you measure the product

A page exists to serve the visitor's immediate need and is judged by signups you can trace to it, so compare daily averages before and after a change rather than cumulative totals, and log every optimisation so you know what actually moved. Compare conversion against the referrer instead of a global average, because search visitors arrive with intent that social traffic does not.

The method

1. 01

   Run content the way you run a product: it exists to serve the visitor's immediate need, and you judge it by the sign-ups you can trace back to it.

2. 02

   Score a content experiment by comparing daily averages before and after and reading the percentage lift, rather than looking at cumulative totals.

3. 03

   Judge published content on traffic, signups and what clients say about it, and accept that with little data you are working blind in the same way as with cold email.

4. 04

   Log every SEO change you make and check whether it moved anything, using a tool built for tracking those tests rather than guessing.

5. 05

   Publish the assets in a library section of your site so organic visitors can find and convert on them, but track those leads separately so they do not distort your paid campaign numbers.

What it returned

• 4

  Progress was reported as daily averages on 4 October versus 8 November, giving lifts of 83.33% on clicks and 21.4% on impressions.

• 10,000

  A post about an A/B test lesson drew 10,000 unique visitors in three days and another drew 15,000 in three days; within two weeks of the second he was booked out for six months, one year after quitting his job.

• Time on page and bounce rate are how the search engine reads quality, and sign-ups arriving through a page are how the business reads it.

• Justin used the tests feature in seotesting.com.

Sources

• Episode 143: SEO & AI Content Creation for Freelancers, with Tim Davidson - Double Your FreelancingTim Davidson · doubleyourfreelancing.com · AI-Generated Summary: · 2024-07-01
• 2022 year in reviewJustin Jackson · justinjackson.ca · Optimizing for search · undated
• No marketing unicornsJustin Jackson · justinjackson.ca · Was my conversion rate from Product Hunt low? · undated
• How to Find Consulting ClientsGreg Kogan · gkogan.co · Month 12 · 2015-10-21
• How to Use LinkedIn Sponsored Content to Get Sales LeadsGreg Kogan · gkogan.co · Step 4: Scale Up · 2016-06-10
• Pain-Point SEO: Create Content That Drives ConversionsPreetam Nath · preetamnath.com · Treat Content like a Product · 2020-11-08