November Top Q/A Roundup

I recently saw that BowTiedOx does this and thought it was a great way to help you gain knowledge on topics that didn’t require a full post. Why reinvent the wheel when someone else has already come up with a great solution?

Question #1

How does SEO results, general site viewership turn out using a non standards domain like .movies etc? Would be using the .THING as part of the brand name.

I remember roughly a decade ago (maybe longer - man I’m old) when my friend started a .co website. Back then, there was a real worry about the effect on SEO. That’s no longer the case and Google has publicly came out and stated that it doesn’t matter.

The worry that you might actually have is users remembering that your domain is domain.movies. They might type into their browser domain.com instead. It’s less of a worry than you might imagine though.

Another worry that you might have is if you’re trying to build a brand. If the domain name is taken, there’s a small chance that the brand is copyrighted. Don’t think that large companies are above suing the little guy if they think you encroach on their brand.

Question #2

On my WP site I have the jetpack plugin enabled and according to it the site is getting hits. However there's no indication on GA that there are users visiting the site. Nothing I can find online to ensure GA is correctly configured. What do?

Three things could be an issue here.

1. Jetpack is reading your traffic while GA has it blocked since you set GA up correctly.

2. Your GA isn’t installed correctly. Check whether it is firing by using Tag Assistant Legacy, Google’s new Tag Assistant/GTM Preview mode, or GTM/GA debugger.

3. GA blocks a lot of bots by default. Jetpack doesn’t block nearly as many. You’re likely seeing bots in Jetpack.

Question #3

I’ve received a lot of questions about paid media demand testing. No one specific question can be put in this space, but let me expand on a few points of demand testing.

1. You should not be testing with the cheapest traffic humanly possible. If that’s not the traffic that you plan to run at the product once you actually buy it.

2. You should not lower your price during a test to try to get more conversions. Kind of defeats the purpose of a test.

3. Your test will only be valid once the learning algorithm has enough conversions to optimize the targeting. (see tweet below)

4. You can approximately shortcut this demand test by having your conversion value be “add to cart” or one of the other steps in the funnel that’s closer to conversion.

5. You’re likely not spending enough money on your demand tests.

6. Try organically testing the store if you’ve time but no money.

BowTiedOpossum @BowTiedOpossum

Advertising optimization and why you likely aren’t spending enough money. **A Thread** A lot of people have reached out lately asking about demand tests and their ads. Every question ends with me telling them they’re not spending enough money. Here’s why 👇

Question #4

Do you have a tried and true method for testing that won’t leave me wasting money and throwing shit at the wall?

We’re all throwing shit at the wall with the hope that something sticks. You then scale what sticks. You get better at recognizing the shit that will stick before you pick it up.

But the key here is knowing how to calculate a true *incremental* ROI/ROAS/LTV. Along with knowing basic stats, A/B testing, etc.

Run campaigns, measure incrementality, scale ROI positive campaigns until incremental ROI is close to 0.

Dump ROI negative campaigns and use that budget to test new shit.

Real life video of me at work.

Question #5

Yoast is telling me I need more Key Phrase use in my headings. It sounds stupid to put it in the headings repeatedly.

First, you should be targeting your articles for a specific search phrase (key phrase). Then you should be outlining them in a way that ladders into the main point of the article.

I don’t know if I’ll ever write a post on keyword research and writing structure because;

1. It’s really subjective, personal, and inexact. I try not to venture too far into the grey area in my posts. If I knew *exactly* how Google was analyzing content and using NLP, I would not be putting it on the internet for everybody to see.

2. I think Tetra is doing a pretty good job at explaining it.

I will leave my high level view here though. Think of writing for SEO as a semantic tree (below). The top bubble is your H1/Title topic. The second layer of bubbles are your H2’s and enclosed content. Those support the main topic. The third layer of bubbles are your H3’s and content which support their respective H2, which supports the H1.

I almost always lay out my post this way before I write. Not actually in bubble form but in topic form. Not only does it help me think through how I’m going to go about the post, but I’ve had better success ranking articles using this thought structure than I have with other methods.

And finally.

BowTiedOpossum @BowTiedOpossum

There’s a difference in writing to sell, for enjoyment, and for SEO. Know the difference and write according to the project’s needs.

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Disclaimer: Nothing written here should be construed as legal for financial advice of any kind. These are opinions and observations, written by an anonymous cartoon Opossum, built up over years working in e-commerce & affiliate marketing.