311: Disruptive Advertising: Boost Organic Search Engine Rankings, Master Pay-Per-Click Ads and Optimize Your Site with Chris Dayley

What this episode covers

Chris Dayley from Disruptive Advertising is an expert when it comes to search engine optimization (SEO), pay-per-click (PPC) advertising, and conversion optimization. Many SEO agencies are short sighted and simply look for a "trick" to provide their clients, such as ranking them in Google. https://www.youtube.com/watch?v=GiON22IAQiw However, Chris and his agency like to make data-driven decisions. A "great" looking website is an essential ingredient, but they also run A/B tests, think about what the customer is expecting to see on the page, improve load time, and use the data from heatmapping software (HotJar) to change navigation. Additionally, Chris says that every website needs to have: a value proposition (identified by the audience), a call-to-action (that they can identify in 2-3 steps), content (watch how much they're consuming), clarity/conciseness/readability, removal of all diversions/distractions (such as banner ads), and handling any anxiety people have when visiting that website. Quotes:                                                                                                                                    “The hardest part for a lot of businesses is, number one, actually doing it, and then number two, it can kind of be a blow to the ego.” – Chris Dayley “When there are a lot of offers, people can get really overwhelmed, and it's much less likely that they will click on the one thing they want.” – Chris Dayley “The hardest part for a lot of businesses is, number one, actually doing it, and number two, it can be a blow to the ego.” – Chris Dayley Takeaways: 03:21 Traffic without conversion is pointless for business growth. 12:56 Always test website elements scientifically before making major changes. 17:30 Small website changes can dramatically improve sales performance. 20:27 User behavior data matters more than personal website design preferences. 28:40 Mobile websites should be customized, not just made responsive. Resources A/B Testing Starter Guide (Website) Disruptive Advertising (Website) HotJar (Website) Visual Website Optimizer (Website) Google Optimize (Google Optimize) Diesel Power Gear (Website)