Bekit
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FASTLANE INSIDER
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- Aug 13, 2018
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So traffic is the same, but conversions fluctuate?
Is there any seasonality or monthly cycle in how much people feel the pain point that your app addresses?
Or if sales come in at the beginning of the month, maybe your customers just got paid?
If there's nothing you can come up with on that front, it would be interesting to run a test.
Recruit a group of people to regularly enter the keywords that will lead to your page being shown. Have them search these keywords over the course of a month or two and log the results of what position your page ranked in the organic results.
Even better, recruit two groups. One that's very similar to your buyers, and one that's very unlikely to buy.
Then, see if your "good" group sees your page higher up in the search results for a short time, only to have it disappear from the rankings after a week our two. And see if your "unqualified" group suddenly starts to see your page rank much higher.
If you're able to run this experiment and confirm your hypothesis, that would be interesting.
One note: think through the instructions that you use to run this experiment. For instance, if your target audience is searching for your keywords and NOT clicking on your result, but just logging what position they saw it, that could cause unfavorable results for your ranking, especially if your test group is large enough to represent a significant proportion of the search volume for your keywords. A large amount of impressions and a low click through rate can train the algorithm to think, "this is not a good search result for this term."
In addition, if you are instructing people to click on the result and then they immediately close it and click on a different search result, this high bounce rate can also train the algorithm to think that your page is not a good result for your best search terms.
But on the flip side, once a user has visited your site repeatedly, it can skew the search results that they see if their IP is logged as "someone interested in seeing this search result," which is also why it would be hard for you to run this experiment yourself from your own computer, as the data will be skewed.
I'd be interested in seeing how someone like Neil Patel or Marie Haynes would interpret your data and run an experiment. We know that Google can identify "people likely to convert" for the purpose of paid traffic. I wonder if they're now shuffling the ranking for organic traffic based on whether they think the person is likely to convert.
Is there any seasonality or monthly cycle in how much people feel the pain point that your app addresses?
Or if sales come in at the beginning of the month, maybe your customers just got paid?
If there's nothing you can come up with on that front, it would be interesting to run a test.
Recruit a group of people to regularly enter the keywords that will lead to your page being shown. Have them search these keywords over the course of a month or two and log the results of what position your page ranked in the organic results.
Even better, recruit two groups. One that's very similar to your buyers, and one that's very unlikely to buy.
Then, see if your "good" group sees your page higher up in the search results for a short time, only to have it disappear from the rankings after a week our two. And see if your "unqualified" group suddenly starts to see your page rank much higher.
If you're able to run this experiment and confirm your hypothesis, that would be interesting.
One note: think through the instructions that you use to run this experiment. For instance, if your target audience is searching for your keywords and NOT clicking on your result, but just logging what position they saw it, that could cause unfavorable results for your ranking, especially if your test group is large enough to represent a significant proportion of the search volume for your keywords. A large amount of impressions and a low click through rate can train the algorithm to think, "this is not a good search result for this term."
In addition, if you are instructing people to click on the result and then they immediately close it and click on a different search result, this high bounce rate can also train the algorithm to think that your page is not a good result for your best search terms.
But on the flip side, once a user has visited your site repeatedly, it can skew the search results that they see if their IP is logged as "someone interested in seeing this search result," which is also why it would be hard for you to run this experiment yourself from your own computer, as the data will be skewed.
I'd be interested in seeing how someone like Neil Patel or Marie Haynes would interpret your data and run an experiment. We know that Google can identify "people likely to convert" for the purpose of paid traffic. I wonder if they're now shuffling the ranking for organic traffic based on whether they think the person is likely to convert.