Episode Summary
This episode of the 7 Figures and Beyond e-commerce marketing podcast dives into the misunderstood world of e-commerce SEO, spotlighting how it’s a vital, albeit often underrated, digital marketing strategy. Greg Shuey and Peter Tomassi discuss the powerful impact of SEO on brand building, countering common misconceptions of SEO as a scam, and emphasizing its role in scaling businesses to seven figures through content and strategic implementation. They explore the significance of site hierarchy, navigation for direct-to-consumer brands, and the importance of structuring sites for maximum SEO impact. The dialogue highlights the differentiation and optimization of category and product pages, underscoring the potential of these pages in driving significant search traffic. Furthermore, the conversation covers content syndication as a tactic for link building, offering insights into measuring its effectiveness and the value of repurposing content across different mediums. Lastly, the discussion delves into leveraging FAQs for SEO, sourcing these from various data points to enhance site relevance and user engagement.
Video Replay
Key Takeaways
- SEO’s Critical Role in Brand Scaling: Contrary to skepticism around SEO, it’s proven to be a foundational element in scaling brands to significant revenue figures through diligent content creation and strategic SEO practices.
- Importance of Site Hierarchy and Navigation: A well-structured site hierarchy and intuitive navigation are crucial for SEO success, enhancing both user experience and search engine crawling.
- Optimizing Category and Product Pages: These pages are vital for attracting search traffic. Their optimization should go beyond basic listings, incorporating rich content, FAQs, and reviews to engage users and signal relevance to search engines.
- Content Syndication for Link Building: This strategy involves distributing content across various platforms to earn backlinks, driving both referral traffic and boosting search engine trust. Its effectiveness can be measured through analytics and its impact on keyword rankings.
- Utilizing FAQs for SEO: FAQs, derived from customer inquiries and search data, can significantly improve a site’s SEO by addressing common user questions and improving content relevance and depth.
Links
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
Peter Tomassi LinkedIn: https://www.linkedin.com/in/tomassi/
Saalt: https://saalt.com/
Moz: https://moz.com/
SEMRush: https://www.semrush.com/
Ahrefs: https://ahrefs.com/
Episode Transcript
Greg Shuey: 0:28
Hey everyone, welcome to episode 12 of the 7 Figures and Beyond podcast. Today, we’re going to be talking about e-commerce, seo. We have not covered this topic yet on the podcast, so it’s very timely, given the most recent algorithm update that hit last week. In terms of SEO in general, I mean a lot of the brands that I talk with on a regular basis. They don’t believe in it. They’re heavily focused on meta. They’re heavily focused on different paid platforms.
Greg Shuey: 0:58
Some of the words that I’ve heard to describe SEO are it’s a scam, it’s a waste of money, it’s snake oil, but that really couldn’t be further from the truth. I mean personally myself. I’ve built several brands just using SEO and content. One of my most recent brands to give you a little bit of context after I launched that brand was about four or five years ago. I worked in the evenings for just two to three hours a week and I scaled it to seven figures in just a few years. Because of that, I believe that SEO is one of the most powerful digital marketing strategies out there. I just think it is misunderstood. We’re going to shed some light on that today.
Greg Shuey: 1:42
As mentioned on our last episode, our guest today is Peter Tomasi from Saalt. It’s S-A-A-L-T, not the salt that you eat, if you’ve never heard of them before. They sell reusable period care products and their business has really taken off like a rocket ship over the last couple of years. As I mentioned, our topic is e-commerce SEO, because I’m an SEO guy at heart. I’ve done it for about 20 years now. I’ve seen it all, from the days of throwing up a website, keyword stuffing to hiding text on a page, article spinning, mass link submissions, et cetera. It’s been a really, really wild ride. It’s going to be an awesome discussion. I’m super excited. Before we dive in, peter, would you just take a couple of minutes and introduce yourself to our listeners and share a little bit about your personal story and how you’ve gotten to where you are today?
Peter Tomassi: 2:36
Sure. Well, I started out at a time when Search wasn’t completely dominated by Google. It was the days when we had Not just search engines but directories as well. I worked for a company called LookSmart, which was one of the larger ones, competitor with Excite and also competitor with Google as well. I started out in that area, moved to e-commerce, worked for a number of early stage companies under 10 million in revenue and helped grow them, one of them to IPO, others to acquisitions, mergers, et cetera. I’ve continued to work in the e-commerce space currently, as you mentioned, with Salt as their head of growth.
Greg Shuey: 3:19
That’s awesome. Thank you for sharing that Back in the days of directories, where people used directories to navigate the internet. That was a long, long, long time ago. That’s awesome. I’ve prepared a couple of questions to get our conversation today. Let’s get started with the topic of just content organization on the website. You may have heard of Site hierarchy. You’ve probably heard of navigation. If you haven’t, that’s a problem. Why is Site hierarchy and navigation so important for a DTC brand? What is the best way to structure your site for maximum SEO impact?
Peter Tomassi: 4:04
I think when you’re thinking about site navigation, I think it’s important to think about the reader or the user first and the crawler second, in a distant second. I would favor terms that authentically in terms of site navigation, terms that authentically cover and describe what it is they’re unpacking. These send signals to Google that this information is important. Google then crawls the page, goes down further, goes to collection, goes to PDP. It wants to see a narrative, a relevant narrative between the navigation and the content you ultimately get to. That said, it doesn’t mean you can create a navigation that is rich in some nuance.
Peter Tomassi: 4:57
It might be that if you want to rank for a particular topic thread, let’s say you produce underwear and you have sweat proof underwear and period underwear. If you want to create a separate category for each one of those because you feel it’s important, it’ll drive traffic and you have actual product that you can deliver. I think that’s the most important part about it is being authentic. Never knit you in. You’re in, I’m going to tell with your navigation I’m venturing outside of that. You may still get into the top 25, etc. But you’re not going to get into that top 10 space which is ultimately going to drive material traffic for you.
Greg Shuey: 5:42
Yeah, I love that. I think one of the rules that we try to live by here at Stryde when we’re working with our clients is that any page on your website, in our opinion, needs to be what’s the word I’m looking for. The word’s not accessible, but you need to be able to get to it within three or four clicks. That’s why site hierarchy and navigation are so important from a user experience perspective, because you want to make it incredibly easy for those individuals to be able to get to the content that is most relevant to them. By doing so, it’s going to help you be able to rank better. It’s going to help provide a better user experience. At the end of the day, it’s going to help with your conversion rates as well.
Greg Shuey: 6:25
If a user’s confused and they can’t get to where they want to go, conversion rates typically drop. The same way that a user navigates the website, a crawler navigates the website as well. They’ll come through, they’ll go through your navigation, they’ll crawl through those pages and they also need to be able to get to those pages so that they can index them, crawl them and index them and then rank them accordingly. So I think it’s a big opportunity for a lot of brands, especially with deep, deep, deep inventory, like lots and lots and lots of products. It’s one of the things that we focus on extensively with enterprise brands, because there’s just so many pages and you need to be able to have your customers and the crawlers access those.
Peter Tomassi: 7:08
Yeah, and one of the things I would start looking at, even before you think about the SEO relevance of navigation, is look at things like HotJar how are people behaving on site? Look at the site search report, which nobody seems to look at, but it actually tells you quite a bit.
Peter Tomassi: 7:30
If you see it, and it’s really easy to access in refuse, shopify or whatever. Look at what they’re typing in and then what I’ll typically do periodically is build a table of, well, what are the top searches and how are we delivering on? Are we actually delivering on those searches and then question why is everyone searching on that? It might be the answer might be, oh, because it’s popular, which is great. But the answer may be that they’re searching on it because they can’t find it in your navigation. So that’s a great way to build a relevant navigation is to really dig into that site search. Often there’s not a lot of volume in the site search, depending on how much traffic you get, which may speak to the fact that your navigation, your navigation, is working. But I do think, starting with those sort of exercises, you’re starting with the user and then build out from there.
Greg Shuey: 8:22
I love that. How often do you get into those site search reports?
Peter Tomassi: 8:27
Probably quarterly Nice. And what I always recommend is, if you see a significant change, if the number one, two and three change significantly, try to figure out why. Is it a meta trend? Is there a product that people are looking for that they weren’t looking for in the previous quarter, or did you make a navigation change that’s forcing them to go down the site search route rather than go through your navigation? Why that’s important I mean, it’s always. It’s fine if they find what they’re looking for through site search, but it also brings the question that your navigation isn’t as relevant to your content as it should be. So, ideally, site search and navigation, they both work flawlessly and can get to the user. Get the user to exactly what they’re looking for.
Greg Shuey: 9:17
I love that. Do you find that each time you look at that site search report, that you’re able to pull some action items out of that and you’re able to take action on how you’ve structured the website?
Peter Tomassi: 9:29
Absolutely At the very, at the very least, to evaluate the search results themselves. So, looking at that, treating that as a SERP and what’s coming up first Are your blog showing up? Are the right blog showing up? So making sure that that is a valuable experience for the user. I think typically quarterly we’ll find someone. We’ll actually we’ll take a subject matter expert and I’ve done this in my last few roles and have somebody who really knows the product and really knows the customer. So this isn’t like a UI or UI UX expert. This is somebody who knows how to talk, could pick up a phone and talk to a customer about any problem. That’s the kind of person that you want looking at those results and then you also typically pair that person with somebody who’s just good at analytics and saying this is a trend that we’re seeing. We’re seeing.
Peter Tomassi: 10:34
Maybe it can be a little bit tricky because the sites are people, can. They typically will track florals differently than singular and you’ll have parts of words etc. You might have some totally irrelevant searches. So getting getting a little, getting building some stats in a simple spreadsheet and pivot table around those results can be important. That’s awesome.
Greg Shuey: 10:57
Thank you for bringing that up and sharing that. Like I mentioned, hardly anyone talks about that anymore and it’s a critical piece, so definitely appreciate that. So for my next question, we’re going to talk a little bit about product pages and category pages, because they’re typically going to be the pages that drive the most search traffic for a business. So can you help us understand the difference between category and product pages and how they are optimized for SEO, and then if there’s any nuances of each?
Peter Tomassi: 11:32
Sure Collection pages or category pages, and Shopify.
Peter Tomassi: 11:37
We typically call them collection pages because that’s how Shopify structures the URLs. I mean. Think of those as the the closest neighbors to those, to those head terms that are in your, in your main navigation. So say, you know women’s sneakers, right, women’s sneakers may be your, your collection page or your category page, versus your product page, which is going to be you know, women’s running shoe, which would be a specific running shoe. So there’s some navigation between those two might be women’s sneakers, it might be casual running, etc. So really the difference between those two is that we one’s broader and more specific. So that’s sort of the basics in terms of how you optimize each collection pages, which are often, you know, my prefer. If I’m doing like content syndication or something like that and I want to point back to a page, or if I’m running an ad content pages. Collection pages need to be a little bit broader. They’re a great place, particularly if you’re in a category that people don’t know a whole lot about, where you need to do some education about the category. So for us, sustainable period care products, it’s actually an alternative to disposable products that women may be only tangentially aware of or not aware of at all. So we use those pages to help build the story, build the narrative about why they should use them. And of course, we have products on those pages.
Peter Tomassi: 13:27
Collections pages or category pages typically have products, but we’ll also do things like have FAQs at the bottom of the pages. It’s a great place to introduce blogs etc. And all this content is also valuable to the search engine, gives you an opportunity to tell the story in those FAQs. For example, you know you could pull in things like you know top questions that you’re seeing in Google and this is where you know Semrush and Moz and so forth. They actually, you know, help you understand well, what are some of those questions that I might include on that category page. Yeah, I love that.
Peter Tomassi: 14:05
And then, just going down to the product pages, when you think about those, you know that’s where you want to tell the full zoom in story about this specific product, about related products, user reviews although frankly, I would use user reviews at all levels because those can be super strategic. We’ve done lots of AB tests over the years and my role looking at you know what’s important on a product category page and a product detail page and user reviews almost always comes out positive, net positive. Just on the product detail page, I would also say it’s a great opportunity to really dive into some of those long tail keywords that you might want to rank for and that are relevant to your business. I find that it is. It’s hard to say. You do get some penalty if a page is super, super long, but that’s.
Peter Tomassi: 15:13
I would err on the side of telling the full story. So if you have to go into a lot of detail about a product and for us you can imagine our product require you know you’re interacting with your own body. There’s a lot to say there. There are a lot of FAQs that people have. I wouldn’t hesitate to spell all that out on the page.
Greg Shuey: 15:33
Got it. I think probably nine out of 10 times when I review a new prospects website that comes in, those are two of the biggest areas of opportunity the category and the product page. I mean most Shopify sites that you look at. When you go to a collections category page, it’s just products. You know it’s the top 15 products. And then there’s a page two and a page three. There’s no content on the page, there are no reviews on the page, there’s no FAQs on the page, and when you can almost turn that into a landing page versus a collection of products, that’s when the real magic starts to happen.
Greg Shuey: 16:16
And I especially love that you add in those FAQs Like you can go over to Google and look at the people also ask questions for a particular search query and you can put those in. You can structure them and build the responses to those where you start getting pulled in to those. People also ask boxes and to be able to take kind of advantage of that SERP feature. And then the same thing with product pages. Right when I analyze those as well, you’ve got images, you’ve got product name, maybe you’ve got reviews and you have maybe a paragraph of content on those pages. A lot of sites I look at don’t even have customer reviews. It’s crazy sometimes Like just how little thought goes in to these two specific pages that can impact user experience and impact your conversion rates. It’s nuts.
Peter Tomassi: 17:10
Absolutely.
Greg Shuey: 17:11
Cool, all right. So after you go in, after you optimize the site, after you really get your category and product pages dialed in from a keyword perspective and a content perspective kind of, the next strategy to build trust and credibility for your website is link building, and this may or may not be something that you’ve heard of as a brand owner or a brand marketer, and you know link building can be tricky for e-commerce websites. One of the strategies that works well for a lot of the brands that we work with is to syndicate content. Can you walk me through that process, maybe share first what it is, what is content syndication? And then walk me through what that process looks like and share with us why it’s a good strategy and why it works for brands?
Peter Tomassi: 18:00
Yeah. So content syndication is a way of taking a single piece of content and getting more legs off it. To be quite simple, so when you put a lot of editorial effort which you should into explaining a topic and a typical topic for us might be exercises to mitigate menstrual cramps, period cramps so let’s say that’s the topic and you know it’s something that’s valuable to your readers. Maybe you had a blog post on this similarly and you want to get it out there. You want to get it out there in the world. It’s a great way and there are lots of platforms where you can do this, like Medium, qura, blogspot, etc. It gives you an opportunity to put high quality content out there for people to find and that ultimately makes it back to a category page or product detail page or even your home page. It’s also a great way if you don’t have a large PR team, etc. Or a team that’s getting you guest posts etc. It’s a way of it’s very scalable. We typically recommend. There are a couple pitfalls. We typically recommend, if you’re going to dupe the same piece of content that you say where it was originally posted so that Google has some reference. Hey, we know that this is not the only version of this piece of content out there. You can also use do not follow tags for various instances of those, so you have one that is a follow and the other do not follows. So there are ways to structure it so that you don’t get dinged from Google.
Peter Tomassi: 19:56
I would say another best practice is look at the site where you’re placing the syndicated content. Is it a site that’s relevant to you? If it’s a general news site that has everything everything you would find like in a newspaper or on CNN or whatever make sure it has a real mass-tent, a context page that it doesn’t have a lot of toxic backlinks. Do a domain overview on Moz or Semrash or whatever. Make sure it’s a legitimate site. There are so many people I’ve seen they’ll take, I’ll see great pieces of content from our competitors and they’ll put them out on sites that there’s a typo in every single word on the top of the page. So those are. Placing your even really great syndicated content on a sketchy site is probably going to get you into trouble. It’s probably not going to be a creative and it may ding you at some point.
Greg Shuey: 21:05
When you’re syndicating content for your brand, do you lean more towards the let’s take an exact copy of this piece of content and push it out, or are you using AI and other tools to create unique versions or like what’s the most common for you Most?
Peter Tomassi: 21:22
common for me in the last, I guess, several roles has been to take a piece of content that you know is working. Let’s say it’s a blog post, right? Or let’s say you haven’t written it yet and if I’m going to put it out there in syndication, I’m going to. It’s not going to be a promotional piece, it’s going to have some information in it. I’m sure you want to link back to your own products as examples of the topic, but it’s not like a raw, raw cheerleading piece that you’re writing because people on third parties they don’t know who you are yet you want to give them information.
Peter Tomassi: 22:05
So I think it’s a balance of those things. I mean sure it’s promotional in the sense that you’re writing as your brand, you’re writing as salt, but you also want to provide some real value there. In some cases I’d even recommend linking to complimentary products that aren’t yours. Right, and you know other sites, other approaches and I’ve used this approach as well been. Let’s do this purely as an informational site and just in the maybe in the MAST head, the about us, it says hey, the writer Peter Tomasi, this is his background, etc. If you want to learn more about salt, go to this link.
Peter Tomassi: 22:52
So, that’s sort of the least promotional right and then the more and in terms of link backs I would have, I wouldn’t think this is not an opportunity for link stuffing. This is taking writing an article. Also, I would recommend writing the article as long as it in terms of length, as long as it needs to be right and not anything more. Right, because Google is getting very good at looking at not just duplicate content but information duping. So you’ve read those articles where it just keeps seem, seem, seeming to say the same thing in each paragraph but slightly different, almost like you asked chat GPT to go write me another version of this paragraph, but make it look, but use different words.
Speaker 1: 23:43
And it’ll do that you could.
Peter Tomassi: 23:45
You could stuff six more paragraphs into an article, but what we’ve found is that you know, so say as much as you as you need to say, and then I would say link backs. You know that they’re very strategic. Make sure they’re strategic. Pick the two or maybe three that are really going to that penultimate page on your website that’s going to be relevant to the user. If you’re trying to ultimately get a transaction, make sure that that is the app. That product is the one that’s absolutely relevant to the conversation.
Greg Shuey: 24:20
Got it Okay. Follow up question how? How do you measure the effectiveness or the success of this syndicated content, like? Do you ever analyze pieces and look at referring traffic? Do you ever say you know what? This, this platform, isn’t driving as much value as it used to. We’re going to stop this. Maybe you could walk me through that a little bit.
Peter Tomassi: 24:43
Sure, a couple ways to do that. One is definitely pay attention to your toxic backlink report. Look at those backlinks, you know. If one, if you, if you have some serious you know, like those like code red backlinks, you can always go in and disavow those. You could remove the article if you posted it right. If it’s a guest post, then you could talk to the editor about doing that. So I think that that’s key. But more in terms of but if you, if you’re creating authentic content, if you’re doing it right, you’re probably not going to have that much problem with toxicity.
Peter Tomassi: 25:23
If you’re choosing sites that aren’t like the one that I mentioned, where there’s a misspell, like in, you know, in the mast head, and it’s, you know, clearly not written by a human or not written by an English speaker, I think that you’re, you’re probably in in okay shape. What I look for is I’ll typically, for any group of keywords that I’m trying to rank for it and typically I would I would cluster them in terms of topics. So, let’s say, you want to, let’s say, you’re a sneaker brand, you might want to do a bunch of keywords around running shoes, right, and I would create a. If you’re using SEMrush, create a project with, let’s say, there are 10 keywords that you’re trying to rank for and then look at those. Obviously, track the rank of those keywords based each weekly or I would track them weekly, keeping in mind that it can wildly fluctuate. So track how you’re ranking for those and then look at you know what are the backlinks that are causing those, those to grow. Yeah, I don’t give you a sense of what’s working and not and what’s not working, and then look at it over time. I would say that you can get a spike from from certain backlinks, but then it can completely dissipate. So which ones are sort of a creative over time and are are building a rank. So I think that’s that’s certainly one way to track it.
Peter Tomassi: 26:51
And you can also just track total. You know total visibility. I think you’re two, two really key metrics in like a SEMrush or a Moz, which are visibility and traffic, and you’ll see that grow and I would. One of the values of clustering keywords is you if they’re similar keywords like, let’s say, running shoe and distance distance footwear. Let’s say those are two ones that you’re looking for, they’re related and they’re probably going to be mentioned in the same article. So there’s a value in clustering those together and looking those as individual projects. In fact, if you have enough personnel, I would even think about having teams on each one of those projects and have them a little friendly competition, which is like who can take this cluster and build them and use different techniques to do that? And there’s lots of stuff you’re doing on page as well at the same time, which is just as important, if not more.
Greg Shuey: 28:00
That’s cool. What about repurposing? Do you ever take a piece of content and say this would do really well as a video and create a video out of it? Have you ever done that throughout your career?
Peter Tomassi: 28:11
Yeah, absolutely, and other people have seen the value of this as well. In fact, you see some services which will create a blog post based on a video and vice versa. I don’t know how the quality of these is, but I’ve noticed that a service is ballooning. I’m getting pitch for them constantly. I think video, because Google is a franchise that owns both YouTube and Google search. Embedding video on a post is extremely valuable. It actually gets you potentially ranked for two different search engines. One is YouTube itself, so YouTube Organic as well as Web, and there are some very simple.
Peter Tomassi: 28:56
You can look up best practices for embedding videos from YouTube and there are some specific things that you’ll want to do there. How you title it is really important, and then the description in the YouTube video itself, but it’s also a great way to. It’s never going to be. If you’re producing the video separately from the article, I would avoid duplicating the content exactly. Make sure that that is video is adding some value. It’s really the same best practice. I mentioned before about duplicating that one paragraph, saying the exact same thing over and over, but semantically different, or we’re using different diction, different language. The same rule would apply to video as well, in my mind.
Greg Shuey: 29:51
Cool, awesome, awesome, awesome. Thanks for sharing. Before we wrap up, I think I would just ask what other SEO tactics are you and your team leveraging right now, or things that you’re seeing other brands do that we shouldn’t forget about or that we should take note of?
Peter Tomassi: 30:09
Yeah, I think one of the really key things that I’m seeing is the. I mentioned the use of FAQs before. I think that those are extremely valuable as long as they’re relevant to the user. I think building out anywhere from three to seven quick FAQs at the bottom of a product page and varying those, varying which ones you’re using for each page, based on what you know about the user, think about the questions that you’re getting from users about each specific product and really treat those as a highly valuable content. Even though they’re at the bottom of the page, they’re still super relevant. I think that that’s super valuable.
Peter Tomassi: 31:04
I think another thing to look at is look at what’s causing. One of the most insightful things is do a search rank report for your competition and see if you can determine what’s causing their rank. Think about how, and often you’ll get some ideas there, but you’ll also see opportunities of how you can do it better. You’ll see things like oh, they’ve got great content, but the sites that they’re posting on are super sketchy or they’re doing some stuff which is it might be paying for backlinks. You can always tell if somebody’s paying for a backlink.
Peter Tomassi: 31:50
You’ll be reading this article about just some subject that has absolutely, I don’t know, organic food has nothing to do with your category. You notice that there’s a link in the middle of there that mentions just off-hand mentions women’s underwear, and it has no context etc. But it’s driving a ton of traffic to their site. Look at some of those practices. I think that the tools at our disposal now I mean, look, I can we’re at the point with, like SEMrush, where you can create a report for, and say, an editorial or content person and really give them a roadmap of the things that they should look for, both that they might improve, both on-site title tags etc. And it really gives you that action plan in terms of on-site tweaking. I love that.
Greg Shuey: 32:49
I love that, I guess. One last question, because I know we’ve touched on this twice. So frequently asked questions how do you mine those? Like, where do you get those from? Are you in your customer support system? Are you talking to customer service reps Like how are you compiling those? Yeah, great question.
Peter Tomassi: 33:06
So one of them is certainly the actual questions that you’re getting in from customers. We track FAQs, track FAQs by the category, by the product type, etc. So you’ve got that data set. I would also do periodically, I would do more in-depth conversations with customers, so interviews etc. To really get understand why they’re asking those questions. So you’re gorgeous or you’re Zendesk or whatever you’re using for customer service. That’s going to give you the frequently asked questions. But there’s another level there which is do you really understand why they’re asking the question? And you don’t necessarily know that just from the email or unless you ask them. So I think that’s important.
Peter Tomassi: 33:59
And then I would layer on top of that if you’re using Ahrefs or Samaraj or Maaz or one of those tools or just Search Console, what are the actual questions that are bringing you, bringing them to the site? To begin with I think that’s super important is understanding how you can. How are they formulating those queries? And then what do they look like once they re-query on your website? So they’re coming in with a really broad question how are those questions evolving as they hit your customer service team? All of that is part of the narrative. Think of it as top of funnel the broad questions that you’re going to find in your Search Console or in Samaraj, or the ones that actually appear on the SERP itself. And then the lower funnel, which is what are they asking? Your customer service team as they get closer and closer to becoming a customer, and if they don’t become a customer, those are questions that are valuable as well.
Peter Tomassi: 35:17
Typically will periodically use things like exit surveys. So if somebody’s bouncing, you do a bounce survey and said why did you leave? Did you still have questions? What were those questions, et cetera. So certainly encourage utilizing those as well.
Greg Shuey: 35:37
I love that. So you’re pulling from lots of different data sources and I think that a lot of brands they don’t want to spend the time to do that and so they’re not able to gather those questions and do those really awesome FAQ sections of their site. So it takes a little bit of work, takes some tools, takes some technology to be able to pull that together, but I think the return on that time and dollars invested is significant.
Greg is the founder and CEO of Stryde and a seasoned digital marketer who has worked with thousands of businesses, large and small, to generate more revenue via online marketing strategy and execution. Greg has written hundreds of blog posts as well as spoken at many events about online marketing strategy. You can follow Greg on Twitter and connect with him on LinkedIn.
