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Trick SEO Question But Not Fooled

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Categories: Search Marketing

Posted by on Oct 02 2008

Hubspot is running a t-shirt contest by guessing how much traffic will increase for a website when they change the title tags from the company name to the title of each article (web page) on their website. 

The current traffic is 4,000 visitors per month. So, I’m supposed to guess a number by how much their traffic will increase.

My guess is….(drumroll)….This is the wrong question to ask! 

How many conversions do they get from 4,000 visitors per month?  Their current title tags are their company name.  If their company name is well recognized that could be the best title tag.  But, let’s assume it’s not.

Will the new title tags be based on keywords with high search volume?  Even if they are low search volume but they are very relevant keywords, then they may get more conversions from more relevant traffic visiting their website. The impact on conversions is what needs to be measured, not the impact on traffic.

It’s conceivable their traffic decreases.  But, the best metric to track is will their conversions increase?

Look at it this way.  If they get 4,000 visitors per month now and convert 5% that equals 200.  If their traffic decreases to 3,000 with an improved conversion rate of 25% that equals 750.  Which would you prefer?

The title of this blog post is “so you call yourself an SEO guru? Figure this one out.” Guru is a strong word, but I do run an SEO agency, so I submit that this is a trick question (in fun). 

Nice try Hubspot!  You probably fooled some people, but not me (again, in fun). 

The real question is what affect will the changed title tags have on their conversions.

My t-shirt size is men’s medium.  Visit my Find and Convert website for my mailing address. 

Bernie Borges

4 Comments to Trick SEO Question But Not Fooled

  1. by Rick Burnes

    On October 2, 2008 at 11:03 am

    Bernie, this wasn't a trick question (honestly!) — except maybe it should have been.

    We're just interested to see how much traffic the page title change actually brings. Of course, as you point out (and as I pointed out last week), traffic shouldn't be your goal. Conversions should be.

  2. by Bernie

    On October 2, 2008 at 11:57 am

    I understand your point. I just wanted to stress that businesses don't make money from traffic. We make money from conversions. Less traffic producing higher conversions is more desirable than the reverse.

    So, did I win the t-shirt? :)

  3. by Eric Pratum

    On October 2, 2008 at 2:39 pm

    I agree that it was difficult to make a guess given the little we know about the company, but I went along with the spirit of the game. As you point out very clearly, getting trapped in the page views game can be detrimental to a business, as it is not page views that produces revenue, but rather conversions.

    Eric Pratum
    The Hotel Experience
    Eric Pratum's Musings

  4. by bbrian017

    On October 10, 2008 at 3:13 pm

    I agree with Bernie! Not only are you getting more conversion but you're also looking at less bandwidth and a more pleasant visit from your visitors seeing your server won't be over loading!

    Great points Bernie!

    If I had to pick I honestly don't know what I would guess..

    Maybe around 6000 – 8000?

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