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AMAs

Will Critchlow is CEO of Distilled - a company he founded in 2005 with Duncan Morris. Distilled provides online marketing services from offices in London, New York and Seattle, hosts the SearchLove conference series in the US and UK (next up: San Diego in February and Boston in June 2017) and produces the popular online training platform DistilledU.

You might have seen him speak at SearchLove, MozCon, Inbound, or any host of other places, or read his writing on the Distilled blog, his personal site, or the Moz blog.

Most recently, he has been putting a lot of thought and work into SEO split-testing and has been heavily involved in growing Distilled's latest product: their Optimization Delivery Network (ODN).

You can follow him @willcritchlow on Twitter.

He will be live on Jan 24 starting at 1130 AM PDT/730 PM GMT for one and a half hours during which he will answer as many questions as possible.

  • SE

    Sean Ellis

    9 months ago #

    Hi Will, thanks for doing this AMA with us. It looks like your team at Distilled is taking a pretty comprehensive approach to customer acquisition - ranging from PPC and SEO to even PR. I see that you also offer consulting services for Conversion Rate Optimization (CRO). Do you find that in order to be competitive with customer acquisition channels, companies need to effectively execute CRO deep into the funnel? If so, what are the biggest challenges your guys have helping companies in these areas given that they often cross functional silos? And how have you overcome these challenges?

    • WC

      Will Critchlow

      8 months ago #

      Hi Sean. I would say that the companies we work with who have the most success with competitive acquisition channels have a few core CRO principles baked deep into their DNA. Specifically, they tend to be excellent at figuring out how their customers want to buy from them, what their objections are, and how to align their value proposition with their business model.

      There are typically big challenges making *any* changes deep into the funnel - for all the reasons you cite - and this doesn't apply just to conversion-oriented elements. This is so critical to our business that it's baked into our core values (https://www.distilled.net/manifesto/) -- specifically that it's not our job to deliver reports, it's our job to effect change. We bake ownership, communication, and getting things done into our hiring, training (https://www.distilled.net/u/consulting/) and work processes. I wrote a bit more about our approach here: https://www.distilled.net/resources/how-split-testing-is-changing-consulting/

  • SJ

    shaurya jain

    8 months ago #

    Hey Will
    What do you think is the easiest link building strategy for a small business with no marketing budget?

    • WC

      Will Critchlow

      8 months ago #

      With literally no budget, you're going to have to invest *something*. The most likely option is time (see below) but I'd definitely look to invest any authority / equity / fame you have in the real world as well - make sure you are listed as a supplier on key partners' sites, give testimonials to key suppliers, etc.

      With your time, your best bet is to use your passion as a founder - I always advise founders to write. Not only is it typically good marketing (much more powerful than just the link benefit) but it also makes you a better thinker, and attracts like-minded people to your cause.

      Hope that helps!

      8 Share
  • LM

    Lord Manley

    8 months ago #

    Would you rather be able to run at 500mph or fly at 5mph?

    • WC

      Will Critchlow

      8 months ago #

      I've been giving this a disproportionate amount of thought since you posted this. For one thing, this is what AMAs are really all about - getting to the meat of someone's personality.

      The short answer: fly.

      The slightly longer answer: I have so many questions. Can I think fast enough not to run into things? Can I run at a bit less than 500mph? Can I stop quickly? Do I get tired? Can I fly straight upwards then fall faster than 5mph and regain control? If so, can I control my direction when falling?

      • AA

        Anuj Adhiya

        8 months ago #

        I think you just started a chain reaction here. I can't stop thinking about this now either!

      • LM

        Lord Manley

        8 months ago #

        You absolutely can think fast enough not to run into things.
        You can also I run at a bit less than 500mph (indeed, you are capable of anything up to 500mph)?
        Can you stop quickly? Well, only as quickly as makes sense - I'd say that you can stop quicker than a car and you have more control when braking, but you still have to slow down, just as with normal running.
        You do get tired, but no more than you would running. You also get tired when flying.
        If you fly straight upwards then you will fall faster than 5mph and you can regain control, including controlling your direction when falling, but this will involve a lot of preparatory work for any decent journey and would still be quite exceptionally slow.

        I suppose that running allows you to travel, where flying might be considered more of a toy. It might help with certain tasks, of course.

        I assume this means you stick with flying, but I admit that I am undecided now.

      • WC

        Will Critchlow

        8 months ago #

        I think I'll stick with flying - but I admit that it's mainly for the fun rather than the practicality.

  • JD

    John Doherty

    8 months ago #

    Hi Will!

    Looking back on the history of Distilled, what's been the biggest catalyst for the agency's growth? What did you try to do that didn't work?

    And if you were going to stop doing some things now that aren't working, what would they be?

    • WC

      Will Critchlow

      8 months ago #

      Since it's nearly time to wrap up for now, the other elements quickly:

      One specific thing I remember trying that didn't work was outsourcing developing leads via outbound phone calls (an amazing combination of ineffective *and* annoying people).

      I can't think of anything to stop right now (I guess I should have already stopped, right?). We have actually cut back on a lot of things and are running quite lean on marketing activities / channels right now -- I think our biggest opportunities are probably in starting things / ramping up our activities.

    • WC

      Will Critchlow

      8 months ago #

      Hi John!

      Looking back on the whole history (nearly 12 years now!) the most decisive shifts in growth rate were around our relationship with moz.com (SEOmoz as they were at the time) and @randfish . For those that don't know, the potted summary is:

      - around 2006, just as we were getting started, I was very active in the moz community
      - we met Rebecca, one of the early moz employees when she came over for a UK conference
      - we met Rand, his mum, and other team members and went for dinner with them
      - that turned into a great few years of gradually increasing integration as we did work in partnership with them, got referrals to European businesses etc
      - then, in late 2009 / early 2010, when moz got out of the consulting business (https://moz.com/blog/the-end-of-consulting-a-new-partnership-our-focus-on-software) we opened up a Seattle office and kick-started our US presence (we're now in Seattle and NYC).

      I guess the general lessons there are about the power of online communities, friends you make online, and partnerships -- though we have also had a ton of potential partnerships come to nothing at all, so I'd caution early-stage businesses to take great care with their investments into partnerships.

      I'll come back to the other elements of your question - going to hammer through a few of the list!

      4 Share
      • TC

        Tom Critchlow

        8 months ago #

        Can I ask a followup here? Given the outsized rewards of that partnership - should Distilled be actively seeking new partners? I know not all of the work out but the return for those that do is huge.

      • WC

        Will Critchlow

        8 months ago #

        I've thought about that a bit @tomcritchlow -- I think the answer is that we should always be building deep friendships and relationships that could lead to these kinds of opportunities, but not that we should be specifically expending too much effort on partnerships. The deep relationships are all-encompassing to develop (I spent a *lot* of time on seomoz.org back in the day) and you can't do many in parallel / not many pay off. I think you have to do them for more intrinsic reasons.

  • LK

    Larry Kim

    8 months ago #

    Thanks for doing this, Will.
    Couple of questions:

    A) What do you consider your best growth channel, today?
    B) Where do you see Distilled 3-5 years from now?
    C) Mobile web vs. apps/chatbots - is the golden age of search and the web behind us or is the best yet to come.

    • WC

      Will Critchlow

      8 months ago #

      B: in 3-5 years, I expect Distilled to have differentiated ourselves in a crowded market through our split-testing work and the growth of our conferences. Even beyond the fact that software revenue is high-gross-margin (as you know!), the fact that we can be at the forefront of split-tests run across a wide range of sites and industries will mean that we can be both more effective and better-known than our competitors ;)

    • WC

      Will Critchlow

      8 months ago #

      C: I'm a web bull. I believe that the benefits to humanity of a relatively open platform will ultimately win out. I think that indexable content is a huge opportunity and will be added into the app ecosystem one way or another -- at which point it looks more and more web-like.

      Having said that, I think that chatbots and dedicated apps will continue to grow in absolute importance -- but there's a *lot* of headroom here.

    • WC

      Will Critchlow

      8 months ago #

      Thanks Larry - I'll answer these in chunks so I can make sure to get through questions from a bunch of people quickly at the beginning.

      A: the channel that has shown the most growth for Distilled itself recently has been Facebook advertising. We'd dabbled before, but recently started ramping up, and I believe it's been one of the factors in driving growth for SearchLove San Diego (coming up in 4 weeks' time - going to be our biggest west coast conference ever - going to be great - link here for others reading: https://www.distilled.net/events/searchlove-sandiego/ -- Larry's also speaking along with a whole host of other great speakers).

      2 Share
  • YC

    Yuyu Chen

    8 months ago #

    How do you define "growth hacking?"

    • WC

      Will Critchlow

      8 months ago #

      Hi Yuyu,

      Ironically, given the forum in which we're talking, I tend not to talk about "growth hacking" a great deal. I believe that the data-driven principles and "lean" approach that characterise "growth" are simply elements of great marketing these days - particularly great digital marketing.

      However, if I were to offer a definition, it would be that "growth hacking" is all about measurable improvements to customer acquisition channels based on minimal experiments.

  • LG

    Lily Grozeva

    8 months ago #

    Hey Will,

    Great to see you doing an AMA! Here's my question:

    If you have to list three growth hacking techniques Distilled is proud of, what would they be?

    Thanks,
    Lily

  • AA

    Anuj Adhiya

    8 months ago #

    Hey Will - stoked to have you on!

    Would you be willing to share the top 3 things you/your team do/have done that year over year result in either:
    a. An increase in paying attendees to the Search Love conference
    b. An increase in how much attendees pay to attend

    Thx!

    • WC

      Will Critchlow

      8 months ago #

      Hi Anuj,

      I mentioned in my answer to Larry above that our biggest win this year has been to step up our Facebook advertising (retargeting, contact list upload, lookalikes, and demographic targeting).

      Some other things we've been experimenting with include offering DistilledU subscriptions with early ticket purchases, and some new email campaigns to coincide with the release of new marketing budgets at the end of 2016 / beginning of 2017.

      All of that is aimed at getting more attendees. We haven't increased prices year on year.

      2 Share
      • AA

        Anuj Adhiya

        8 months ago #

        Emails to coincide with the release of marketing budgets = Proof that growth hacks don't have to be complicated. Simply brilliant!

  • DH

    Dani Hart

    8 months ago #

    Hi Will,

    Thanks so much for joining us here and sharing your knowledge.

    I'm curious...

    1. With the change in marketing channels, new technologies and evolving customer preferences in mind, how do you develop the content for your DistilledU to ensure you're keeping up with the latest?
    2. From a founder's perspective, how important is company culture in achieving growth goals?

    Looking forward to reading your responses.

    Cheers!
    Dani

    • WC

      Will Critchlow

      8 months ago #

      Hi Dani,

      1. firstly, despite the surface level changes to all the areas in which we play, we did our best to write the content to be as evergreen as possible, and to stand the test of time. We stay on the cutting edge ourselves through our client work, our writing, and our preparation for our conferences etc. In addition, we keep an eye on the granular ratings (we get customer scores for individual lessons as well as for whole modules) to spot changes in customer satisfaction that could imply something falling out of date

      2. Company culture is critical to absolutely everything in my experience. This post I wrote on my personal site might help give some more context to the lessons I've learned in those areas over the years: https://willcritchlow.com/things-i-wish-id-known-f6c7d7691624

  • ST

    Stanley Tan

    8 months ago #

    Hey Will,
    What do you reckon is the most efficient method to approach SEO if your clients sell hundreds of products?

    Some of the things I am trying or have tried are:
    1. Link building at the category level instead of a product level
    2. Cross-linking pages between products
    3. Top-down linking between categories and products
    4. Creating blog posts with links to products

    • WC

      Will Critchlow

      8 months ago #

      Thanks for the question, Stanley. It's a big one, so I can't go super deep into all my ideas, but some key things to think about:

      1. how are you going to make your product pages stand out? Are they unique in some way? If other people sell the same products, do you have data, reviews, or UX differentiation?
      2. your brand and brand authority is going to be critical - you want people searching for [brandname productname] -- not just [productname]. Not only is this traffic incredibly important in its own right, but it'll also set you up well to rank for the unbranded queries
      3. if it were me, I'd be building a robust content strategy - not only blog posts directly about your products, but content for every part of the matrix (https://www.distilled.net/blog/the-content-matrix/)

      Hope that helps!

      (Oh, also, shameless plug for split-testing: https://www.distilledodn.com)

      • ST

        Stanley Tan

        8 months ago #

        Thanks for the reply, Will.

        How would [branded productname] allow us or other sites to rank for unbranded [productname] queries?

        Was it a Google update that I missed?

      • WC

        Will Critchlow

        8 months ago #

        @stan255 It's not a super-direct effect like that - it's more that the same things that you do to get people to associate your brand with the unbranded query are ranking factors. This whiteboard Friday explains in a bit more detail: https://moz.com/blog/is-brand-a-google-ranking-factor-whiteboard-friday

      • AA

        Anuj Adhiya

        8 months ago #

        No better place for shameless plugs!

      • ST

        Stanley Tan

        8 months ago #

        @willcritchlow Thanks for the link to the WBF. It is a good recap on how building a brand also helps out our SEO. I would say as Google becomes more intelligent our brand would play a bigger role in the rankings because SERP CTR would increase, bounce rate would decrease, more link opportunities, etc.

  • CG

    Collin Glass

    8 months ago #

    Hi Will,

    Thanks for doing this Q&A. In your experience, how does structured data play a role in search rankings? Is it a must-have?

    And a follow up, what are the concerns and implications of having imperfect structured data? If you can't have it near perfect, should you not do it?

    • WC

      Will Critchlow

      8 months ago #

      We have now run quite a few split-tests showing significant traffic uplifts from the addition of structured markup. Here's one that we have been able to write up publicly:
      https://www.distilledodn.com/case-studies/smokymountains/

      In most cases, I believe this is likely to be as a result of better click-through rates from enhanced search rankings, rather than as a straight-forward ranking factor.

      I would take pains to avoid *incorrect* structured data, but would certainly be inclined to test the addition of even relatively sparse structured data if you only have limited information available.

  • MB

    Marco Burgin

    9 months ago #

    For everything I have read, studied and applied, I really believe in Inboudt, do you believe that by 2017 the way we work today Inboudt must change or remain constant?

  • AP

    Anthony Panepinto

    8 months ago #

    Hi Will, based on your domain marketing experience - what growth/marketing tactics would you recommend for a company like JustEat.ca, or Foodora.com looking to increase their user-base of hungry, consumers. What are some low-cost, creative marketing tactics that food-tech companies like this can use for growth, and getting new users?

    I find for companies like this, I wouldn't know where to begin with finding the target market as it's potentially so big.. everyone eats, and gets hungry, where to begin? And what tactics to use once you've found them.

  • SK

    S Kodial

    8 months ago #

    Hey Will

    In your bio you said that you've putting a lot of thought and work into SEO split-testing.
    Could you talk more about why you've been placing so much importance on this and what the top opportunities and challenges with SEO split-testing are right now?

  • BS

    Brian Swanick

    8 months ago #

    Hey Will, appreciate you taking time out of your day to answer some questions! Here are some things I've been mulling over.

    1. With clients, how important is it for the product and messaging to be on point to run a successful marketing program? Especially as a third-party, is it tough to get buy-in on changes to those? Specifically thinking about a new product or a product/service innovation where it's hard to gauge.

    2. I remember reading years ago that your teams worked in a unique way, such as two consultants on each product and then pulling hours from others depending on the project (not exact, this might have been 5 years ago). Do you subscribe to any methodology or processes with your agency or in your consulting that has helped your team deliver better?

    3. How much value do you place on aligning values with your teams? Is this just baked into hiring for company values? Would love to hear more about any mistakes you've made in that area or how a team grew into themselves.

    Thanks again!

    -Brian

    • WC

      Will Critchlow

      8 months ago #

      Hi Brian,

      1. I answered something a bit similar here: https://growthhackers.com/amas/will-critchlow-ceo-founder-distilled#comment-65455 -- about how we try to effect change

      2. We have developed most of our methodologies via various forms of trial and error over the year (one of our strengths and one of our weaknesses has been the lack of prior agency experience of the founders). I *had* previously worked in management consulting, and we have applied a lot of consulting principles to the way we work - particularly around fluid teams and keeping the ownership with the lead consultant who can pull in specialists as they need.

      3. Huge value. I linked to our core values manifesto (https://www.distilled.net/manifesto/) in one of my other answers. I also wrote up some of our experiences improving our hiring process to bake value alignment into our hiring and avoid certain biases and risks: https://willcritchlow.com/changing-how-we-act-after-an-interview-4c269c13eec9

      I guess that the mistakes we've made in this area are very similar to those that everyone makes - mainly around prioritising the wrong things - if you don't have alignment on values and what you're trying to achieve, it doesn't matter how talented someone is, it's going to go badly when you try to work together.

  • JM

    Jason Meresman

    8 months ago #

    Hi Will - thanks for doing today's AMA!

    I saw Distilled offers online training courses and noticed that attendees only have the option of purchasing a monthly subscription for access.

    Did you ever test ‘a la carte' pricing for each course vs. the monthly subscription model? What would you say are the pros and cons of offering a subscription instead of ‘a la carte' for training?

  • RG

    Ryan Glass

    8 months ago #

    Hey Will, thanks for sharing your expertise here.

    1.) For anyone new to the industry, what are the practice areas that you feel are most effective for them to study right away?
    2.) How can growth marketers integrate a scientific approach without sacrificing speed or scale?
    3.) What whiskey should we be drinking?

    • WC

      Will Critchlow

      8 months ago #

      1. I'm always a sucker for the deep technical - I feel like newcomers should get a really solid grounding in how the internet works - starting by getting their own website set up end-to-end from DNS to Google Analytics.

      2. I guess there are always some trade-offs - not necessarily with scale, but with speed - you can deploy more individual changes than you can test, but you run the risk of deploying the wrong things / moving backwards. I would overlay changes on a 2x2 (I love 2x2s) -- one axis being size of potential impact and the other being riskiness of change and focus on testing the riskier and larger changes

      3. When you say "whiskey", I think bourbon and I love this one (Rand once bought me a bottle - thanks Rand): http://hudsonwhiskey.com/

      We talk about "whisky" (mainly meaning Scotch) and my top recommendation would be a Caol Ila: https://www.masterofmalt.com/whiskies/caol-ila-12-year-old-whisky/

      Enjoy!

  • WB

    Wes Bush

    8 months ago #

    Hey Will,

    Thanks for doing this! :)

    What do you think will be the biggest changes in SEO in the next 5-10 years?

    And as part of that, what would the day of an SEO look like with that vision?

  • JA

    Justin Adelson

    8 months ago #

    A lot of the companies I work with have a product that they are bringing to market and are looking to acquire their first cohort of users. One of the most common questions I receive is, "What do you recommend as the first step for reaching those first users: an inbound marketing approach or an outbound marketing approach?"

    Not every business plan and company/product are the same so there isn't a cookie-cutter answer to that question. But, let's say a company has approximately $5000 to spend on marketing but wants to see some impact in a matter of two to three months. Would you recommend spending majority of their marketing effort toward inbound marketing, outbound marketing, or an even mix of both?

    Thank you for your time!

    • WC

      Will Critchlow

      8 months ago #

      Hi Justin,

      As you say, there's no one cookie-cutter answer here. We actually got started with outbound efforts ourselves because back in 2005, we had no clients, no contacts, no influence, and nowhere to publish content!

      I do wish we had started publishing more sooner, but that flywheel does take a long time to get up to speed. If I were starting from absolute scratch today with no network and no audience, I would be publishing enough to build my personal authority and then leveraging other people's audiences (guest appearances, collaborations, co-marketing) to grow my audience rapidly.

      Hope that helps.

  • HO

    Hannah Oldknow

    8 months ago #

    Hi Will! Excited to hear your feedback on these questions. What are the top 2 things you've learned since launching Distilled in terms of managing a marketing firm?

    • WC

      Will Critchlow

      8 months ago #

      Hi Hannah,

      1. There are three key things that go wrong:

      a. having enough business
      b. having enough talented people to do the work
      c. keeping the work quality excellent

      I can't remember many times when we have not had *any* of these going wrong somewhere in the business. It's a constant battle to build on prior successes and try to make them "stick" so that you can move to the next level. I strongly recommend reading Ben Horowitz's book "The Hard Thing About Hard Things" which says something along the lines of "you have to love the game". It's a never-ending battle, and you have to keep fighting it. No-one said it was going to be easy.

      2. Every time we have doubled down more on our core values (https://www.distilled.net/manifesto/), and worked to build a team that buys into them and works according to them, things have been easier. Everything feels harder when there are mismatches on the values, or the objectives, even if you are working with talented people.

      Bonus: On a tactical note, I also wish I had read Patrick Lencioni's book "the five dysfunctions of a team" earlier in my career.

  • TC

    Tom Critchlow

    8 months ago #

    Which business do you have most "envy" over? If you could choose another business of similar headcount to Distilled to run instead which would you pick?

  • TC

    Tom Critchlow

    8 months ago #

    What's one thing you believe to be true about how Google works that very few people would also believe.

    • WC

      Will Critchlow

      8 months ago #

      Always hard to know exactly what other people believe, but I'd probably go with: "the majority of engineers working on Google search have very little idea why one page ranks above another in a specific search result, and certainly would not be a great deal of use in developing a strategy to change that".

      People talk a lot about "the algorithm" but I'm not convinced that most of the people who have seen it would be in a better position to promote websites than marketers who've never seen it.

  • TC

    Tom Critchlow

    8 months ago #

    How much would you pay in a one time payment to avoid switching Distilled from slack/gmail/gdocs to teams/outlook/microsoft?

    • WC

      Will Critchlow

      8 months ago #

      Haha. I'd certainly pay four figures of my own personal money to avoid having to switch myself. Would I pay five? No - I hear that the microsoft stuff has been getting better...

      For the company - I'd create a marketplace - how much salary would everyone exchange to avoid having to switch.

  • KK

    Katy Katz

    8 months ago #

    Hey Will! Great to see you here! I've always been impressed with Distilled's ability as a brand to surpass the box of "an agency" to a recognized thought leader and education source. My experience on a non-profit board, especially, has highlighted that agencies can quickly be perceived as having ulterior motives. Has this been a purposeful pursuit of Distilled's? And what was the thinking around it?

    • WC

      Will Critchlow

      8 months ago #

      Thanks Katy!

      Our writing and speaking is a very purposeful pursuit -- we find that it not only helps us think more clearly (and gives us an excuse to keep learning) but that the more we give away, the more we attract the right kind of clients who think like us and want what we have to offer (which helps align us and avoid worries about ulterior motives).

      Our over-riding purpose is all about growing our clients' businesses - there can be short-term conflicts and challenges, but ultimately we are aligned with our clients in the long-run since our ultimate success in achieving our mission depends on their success.

  • WC

    Will Critchlow

    8 months ago #

    Thanks for your questions and attention, everyone. This was fun!

    I have to go now, but I'll try to swing back through over the next few days and drop into the questions I neglected. See you soon! Follow me on twitter (@willcritchlow) if you want to continue any of these conversations.

  • AO

    Ahmed Omar

    8 months ago #

    Which channels would you start with when launching a mobile application?

    • WC

      Will Critchlow

      8 months ago #

      I'm not an expert in mobile app marketing outside of search, but outside of games, I would generally question starting with an app unless you have a pre-existing audience - the hurdle to installation is just so high. I would start leaner - both figuring out what the market really wants, but also building the audience as I went.

  • CT

    Courtland Thomas

    8 months ago #

    Which metrics do you use to decide which acquisition channels to invest more in?

  • VV

    vijay vasu

    8 months ago #

    hello Will, can you explain the role of PR in SEO and what KPI's and Metrics for SEO should they be accountable for , if at all. Thank you

  • CS

    Christine Saba

    8 months ago #

    Hey Will!

    Thanks so much for doing AMA! This is actually my first time writing a question so excited to break the ice today. My question is...

    How do you help companies who are defining a new product or tool really reach their niche customer base? Our company is in the smart home technology playground but doing something completely new in a niche (Airbnb/short term rental) market. Search is low for our defined category so its hard to understand how we'll build website visits quickly. Of course we all want to do it quickly...

    Look forward to your response!

    • WC

      Will Critchlow

      8 months ago #

      Hi Christine! Thank you for joining in. I've run out of time just now - and only just come across your question at the bottom of the page. I'll swing back by in the next few days and answer those I've neglected if I can.

      • CS

        Christine Saba

        8 months ago #

        No worries!! I'm combing through your other responses to see what else I can learn from. Look forward to connecting in the future or hearing your response at another time.

    • WC

      Will Critchlow

      8 months ago #

      Hi Christine,

      Long run, I'm a huge fan of building a micro-brand (that in the real long-run can become a fully-fledged brand) -- and owning the category space - especially if you have something truly new and revolutionary. This is something we are trying to do with www.distilledodn.com in the SEO split-testing space (which isn't really a "space" yet!).

      That takes a long time though. In the short term you need things that create demand among people who've never heard of you, rather than satisfying searcher intent etc:

      - PR, if you have something truly revolutionary
      - Advertising, if you have the budgets (especially Facebook advertising)
      - Medium-term: top of funnel content - getting found by your target market as they search _around_ the topic you provide an innovative solution for

      Hope something there helps.

      • CS

        Christine Saba

        8 months ago #

        Thank you so much!! This was helpful - confirming I'm on the right track with many of the initiatives we're testing. Also love the split-testing idea / space - will be keeping a close eye there.

        Cheers!

  • BM

    Bilal Munir

    8 months ago #

    we have been writing remarable content and some of our blog rank on the top rank of google search results. there is a lot of traffic but visitors aren't converting into leads. what should we do?

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