When redesigning a site, audit existing content first by asking five questions: what content exists, what drives revenue, whether CTAs work, what is missing, and whether content supports the site's goal.
don't create new content without understanding what's already working and what isn't working to make informed decisions about where your time is best spent
Welcome to the most popular internet marketing podcast on iTunes, hosted by E-Webstyle! Join us this week as we talk aboutBounce Rates and You - Analyzing BouncesContent Redesign TipsReworking Missing Information
The episode covers five questions drawn from a Search Engine Watch article by Lisa Barone: what content currently exists, what content drives revenue, whether your calls to action are working, what information is missing or needs reworking, and whether the content supports the site's overall goal.
Check your internal site search logs and focus especially on searches that return no results. Those zero-result queries show what users expect to find on your site but cannot, signaling topics where you need to produce new content or pages.
Not always. If your call to action is to get users to call by phone and a visitor calls immediately after landing and then leaves, Google Analytics records that as a bounce even though the user converted. Analyzing bounce rate in context of your specific calls to action is essential.
The hosts cite a client example where adding a pop-up call to action that appeared about a page down during scrolling improved conversion on high-traffic diagnosis pages. Placing strong, visible calls to action where users actually are in the page can lift conversion even when users primarily want information.
If you have pages that constantly get traffic, but maybe they have a high bounce rate or low time on site or something like that, but they're always getting visits, improve those pages.
Charles Lewis
Before you architect a new site, you better have a clear understanding of how visitors are navigating your current one.
Host
If you have, like, some thin content or content that's not relevant to your site or that's been just kind of site jacked from somewhere else and has little value, get rid of it.
Charles Lewis
Full transcript is being added.
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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