The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 3 months ago

Will Your SEO Survive Google’s New Page Experience Rules? w/ Geoff Atkinson

ABOUT THIS EPISODE

Your SEO strategy has been paying off: You’ve won some key rankings and, more importantly, they’re generating leads. But then the infamous internet autocrat, which prefers to be called Google, decides to implement some changes to its algorithm — and they require technical expertise on your end. Do you have the technical SEO capabilities to meet the challenge or are you doomed to share the fate of Ask Jeeves and MySpace?

If you weren’t already aware, this is not merely a hypothetical — Google really is changing its algorithm to punish slower pages in its rankings. If you aren’t sure what this means for your business, today’s guest, technical SEO wizard Geoff Atkinson, Founder and CEO of Huckabuy.com, has the answers you seek.

In this episode, we discuss:

  • The changes Google is implementing and what they mean for you
  • The importance of page speed for Google’s new changes and as a KPI for your business
  • How Huckabuy can help you not just survive Google’s changing algorithm, but use it to win

Now that you know how Google’s new rules impact your SEO, are you ready to learn the secrets to establishing credibility or crack the code to effective outbound marketing? Check out the full list of episodes: The B2B Revenue Executive Experience.

You're listening to the BDB revenue executiveexperience, a podcast dedicated to helping executives train their sales and marketing teams tooptimize growth. Whether you're looking for techniques and strategies or tools and resources,you've come to the right place. Let's accelerate your growth in three, two, one. Welcome everyone to the BDB revenue executive experience. I'm your host, Chad Sanderson. Today we're talking about the power of Seo in the searchchannel, in our marketing, in the sales world, changes that have goneinto effect with Google, which is going to affect a lot of people,and what our guests calls the Google's perfect world and what this means for therest of us. Now we've had this person on the show before, soI would like to welcome back Jeff Atkinson, founder and CEEO how Comebuye Jeff,great to see you, man. Thank you for taking time to comeback on the show. It's great to be here, Chad. One ofmy favorite podcasts. I'm excited to do it again. So flattery will getyou everywhere. So I you know the question that's coming. It's the sameone that we asked. That probably asked last time, but hoping for aslightly different answer since there have been some developments in your life. I'd loveto know something you're passionate about that those of you that are most familiar throughwork channels may be surprised to learn about you. Sure I might have giventhis answer last time, so I'll give you a couple. One is Iused to be on the US ski team. I ski race in College, sothat's a weird part of my past. Definitely a large athletic background. Iwas too Sport Division One athlete and I was on the USC team fora year now. Those were many pounds ago. Now I love to likegolf here in Park City. Play it's on a golf and night, asI did. was just telling you I have a one year old girl.That's taking up a lot of time and just as a pleasure. So that'skind of that's kind of what's my passions are these days. My little girland playing golf, at least outside of work. Those are the two bigthings. That's awesome and I think you did tell us about the Olympic andevery time you tell me I still am in all of anybody who can reachthat level of perfection. It's just it's impressive. So thank you for sharingthat. Congratulations on the addition to the family. Thank you, sir.All right, so let's Talk Seo and for the audience will put a linkto the other episode in the show notes as well, so if you're goingto go back and listen to that one, they give you kind of a baselinestarting point, because I don't know that we're going to do as muchexplanation this time around as much as we're going to do diving into what's reallygoing on out there. And so you know, it's been a while sincewe talked what's changed with Seo in the last fourteen months? Probably the biggestchange has been Google's page experience update, which is a big one. Startedrolling out in June. It's pretty is fully rolled out now. They've beentalking about this algorithm change for well over a year, which is pretty shockingfor them because they really most times so talk about it at all. There'sa big one. It's about page experience, really about page feet. They're tryingto they're kind of drawing a line in the sand and saying, okay, you can't have a slow website anymore,...

...and they've talked about this a lotin the past. It's been a ranking factor for quite some time,but this is a really big ranking factor and a lot of its stud ofmobile. But it's also their own selfishness. They hate slow websites. It takesthem forever to crawl, it's bad for their users and they're just kindof done with it. So they put their flip down, they gave everybodythat heads up and they've rolled it out over the last what, four orfive months and it's now fully and in the mix and a lot of sitesof gotten penalized as a result. A lot of sites of succeeded as aresult. We built a product around it since we last spoke. That's beenthe big change in Seo. Is this idea of the page experience update.What are you doing around page speed? Is the site responsive, is itfast and is it easy for a user to navigate? So that's been thebig change. So what kind of impact can that have? I mean obviouslyimpact your rankings. You're not going to show uphere you want to show up, but from an experience standpoint or a conversion standpoint, are there stats oris it really that big of a an impact on page. You know,load speed? Are we talking the difference between two seconds and twenty or twoseconds and for like, help us understand some context around that. Yeah,it's probably the most undervalued web marketing KPI out there. We discovered it atoverstock. I was the former svp of marketing at over stock for seven years. We actually had it as like, I think, the third or fourthline on our executive score card. So it has an enormous impact on conversionrate, bounce rate. It's one of the if you could check one box, if you're a web property that relies on transactions or ad revenue or page, you know, number of pages looked at or whatever. It's probably themost one of the most impactful metrics you can you can move that. Theaverage page speed of a site these days is five seconds, which is crazyto believe. To load. Five seconds to load. They use tools thatare ternity. I know. I know. Well, a lot of the alot of a website will actually start loading and you'll get a lot ofthe experience without actually noticing that it's still churning, you know, in thetop right of your of your browser, but it does. That's sort ofthe average and that's really slow, but there's way worse offenders and if youjust sort of monitor your own behavior as you browse the web, it'll startgetting really annoying and you'll actually notice it. Or if you're on your phone,not collected, connected to Wi fi, not on a g set up,then you'll really start to notice it and you'll notice that you leave.You know that you leave these sites. You don't you don't stick around.It's a metric that, because of this algorithm update, is becoming to theforefront, but I think most marketers are still behind and measuring it and havingit as a major KPI that they track and then actually figuring out how tomake it better, because past feed the sort of death by a thousand papercuts. It's not just one thing that you can do and all of a suddenyour sites really fast if they do a ton of different things, whether it'simages or javascript compression or cashing. I mean there's all these different ways thatyou really have to do a bunch of stuff for for site to load reallyquickly, simplifying the site, getting rid...

...of a lot of the widgets andthe tracking, and so it's a difficult problem, one that we've spent abouta year and a half working on but it's very impactful, not just,as you said, in terms of rankings. It's going to impact your pay channelsa ton. It's going to impact your conversion rate. I mean whenall is that overstock, I think we went from conversion rate right just undertwo percent. So when I left it was like three point five. Sothat's like, you know, massive growth just in and of influencing our conversionrate. And at you know, you can always increase the top of funnel, meaning the number of visitors coming, but the best way to really crankup revenue is to increase that conversion right. You know, you got a monitorwork on both, but it's a really important metric to increase that conversionrate and page feeds a very big factor. Yeah, that was one of thethings I remember talking about last time was the complexity of all of this. Like you know, I'm not to date myself, but I remember whenit was really easy to just slap some hcmail together have a quick loading website. Now we're talking about seriously complex technology challenges. I mean you mentioned alist of them. As a site gets more complex, it increases, Iwould assume, the number of people involved in the process of optimizing the techthe how does the SEO portion of it play into the technology decisions? Isthere somebody inside the organization that has to be a specialist on that, oris this something that anybody is doing web site development should have in their toolkit? Well, it's usually the SEO in the organization that ends up beingthe the catalyst or the driver, because they're jumping up and down and wantingfast page feet because their rankings have been influenced or they see an opportunity toincrease their rankings. But usually who ends up fixing it as the technologists.So whoever controls the website, whoever, you know, has access to thecode stack, that's who's going to impact the actual page feet. It's veryhard for an SEO. They're not usually incredibly technical and they're not going tobe able to move the needle. So, depending on what it is, whatthe you know, we see everything from, you know, the textsax kind of completely out of their control because they're using hub spot or they'reusing something that's like kind of plug and play and they don't have a lotof developers, to a very tech organization where it's completely in the engineer's control. The website is the property, it is the product, it's so allthe engineers are actually working on the website. So there's kind of everything in betweenthose two things. But to fix it, it is a technical problem, not one that just your typical marker marketer can, you know, loginto hub spot and address. So it does have to come from a technicalangle in terms of how to address it and fix it. Okay, andso depending on the company, I mean we've we know, we're all dealingwith the pandemic and everything and everything, and then some went virtual, whichwould mean a lot of e commerce. Right. There's all. There's alot of yeah, people now that are out there. Have you seen,as you continued to work with people, executives kind of that never before reallypaid attention to things like the details of Seo or tech decisions on the website? Are you seeing them come down into...

...the decisionmaking? Are you seeing morefocus from business organizations on these types of things because the web become their website, becomes the primary calling card, especially if they had to transition from brickand mortar? Is there're more awareness of this higher up inside of organizations?I'll let a bit of a secret out here for you, Chad. Thereally good CMOS and the really good VP's of marketing have been good at technicalseo from the beginning, for a long time. Now you see it beingadopted a lot more organizations in that the key players. They care about technicalSeo. They care about how well how well the sites being called. Theycare about how many pages they have index they care about how many keywords theyrank for. That's becoming you just see that more more commonly. Now we'rewill have come conversations with companies and it'll less galate right up to this vpcmoor even to the CEO that's this is a project, a thing that theycare about and they really, you know, are into it. But I'll sayforever if I would take you to our top ten most fast growing companiesthat are customers of ours. There CMOS, their VP's of marketing, their CEOShave known this stuff and focused on this stuff for ten years and youcan almost pick up immediately how savvy this organization is based on how much theyknow around Seo. And if they know a lot about SEO and they're focusedon it, they're growing and they're doing really, really well. Versus theorganizations that you come in and all they want to talk to you about ispaid channels and what they're doing from a branding perspective. They're the ones thataren't growing at the rates of the ones that are. You know, ifyou look at almost any successful company in the United States, there's probably anSEO strategy. That's the backbone of their growth. You know, let's lookat Ebay, let's look at Amazon, look at all the ECOMMERCE giants.They're all SEO backed. You know, is their go to store strategy.So that's just a common theme. Very successful marketing works typically are very goodat Seo. Okay, and and this it constantly changes, right, we'retalking about this last time. It's constantly evolving. You know, Google's announcementof how they were going to handle cookies changes things for experience and things likethat. And there's this concept of the the core web vitals, I think, and would love for you to kind of break that down for the audience. They have some context and understanding around that. Yeah, so core webvitals, it's just thinking the same thing as is sort of, you know, your health, your own core web. You know, core human vitals andthey're really looking at how healthy is the is the website? There's reallythree of them. So they're really looking at how well is the site loadingand are you doing any tricks? So tricks are stuff like you know,and sometimes you'll hover over something and a button will appear as soon as you'reabout to click it. That's like a trick. So that to sort offundamentals are, how fast is the site...

...loading? How fast is the siteload for it to be or, sorry, three, how fast is it loadingfor them to be able to crawl and get all the information that theyneed? And then are you trying to trick them in once some way,shape or form? If you're trying to trick them, then you know you'rein trouble. If you're not, then you're in good shape. So there'sthe actual metrics. Are Three. There's largest content, full paint, whichbasically means one is the most meaningful portion of the site is loaded and isready to be called. The second is first input delay, which means beforeanything is ready to, you know, be crawled, how long does ittake for the very first thing to come live? And then the third iscumulative layout shift. CUMULANT layout shift is those tricks. That's when they're youknow, you're shifting the site in some way to sort of trick a userinstead of just a pure you know, loading of the site, good htmland it's ready to rock. So that's probably a little more technical than youwant to get, but the main takeaway is how fast is the site load? How fast is it load for a for a Bot to be able tocrawl, and are you tricking them in any way, shape or form?Those are the really the things that they're out to look at and using theirrankings. Okay, all right, excellent. So let's talk about the coming fora little bit. You said you've had some changes. You got anew product out. Tell us about that. Tell us what you've been up tosince we talked last time. Yeah, how canby's big great. We kindof fitted to the pandemic pretty well because we facilitate, right this sortof the backbone of the Internet, which is these transactions of people being ableto access information through SEO. So we've changed in that we think of ourselvesa bit more as like a site and delivery mechanism more than a than justa pure Seo Company. So not only you know our previous conversation. Wetalked about structured data, which is this language that allows us to a site, to authoritatively talk to Google, which has been very important and continues togrow. Then we talked about, I think we had dynamic rendering, whichis creating a version of the site for Google to crawl. What we've doneis we've taken that sort of dynamic rendering tool. We're actually rendering the sitefor you and a simplified version, making it optimized, and now we're doingthe same thing but for users. So we actually have a product that specificfor this Google experience. Update, specific to help you pass Corep Web vitals, specific to make the site really fast for users, and we kind ofnow not just deliver the site for Google and an optimized way, but alsofor users now and an optimized way. And that's really what's changed over thelast year is that delivery for users. That's going to affect all these metrics, not just your ranking but also, you know, your conversion rates,how your pay channels are doing and all that sort of stuff. So newproduct. That's a great time to have that product, and that products theone that most people right now that are coming into Haccaupui are interested in interestingand so what's the plan, since we never know what's going to happen withthe Pandom and the web moving forward? You know, it was always easierto say hey, what do you see on the horizon twelve months ago?Well, that question is got out the damn. I mean, nobody knows, but just out of curiosity, if...

...you look into the future kind ofwhat are you expecting of? What such rejectory for Accabi? Yeah, thetrajectory for Huckaby is constantly you know, as you mentioned, how Google's changingall the time. Our job is to keep up with those changes. Soas soon as they came out with dynamic rendering, we were building a productfor it. As soon as they started talking about the Google page experience updateand core Webvitals, we were building a product for it. So our businessis to align with Google so that our customers are aligned with Google and theydon't have to worry about all these little technical details. They just get thebenefit by being on the platform. So it's Google changes, we watch themlike a hawk and we adjust our product. Yeah, we adjust our product sothat our customers are getting taking full advantage of all the new things,because if you think about any kind of algorithm update. You always hear aboutthe losers, right you hear about the disasters where someone got penalized and they'regone. But for every link that goes down, another link takes its place. So we're in the business of getting our customers winning. We root foralgorithm updates, we want them to come because those disruptors create opportunities to getahead of competition. So that's kind of our business model. We're also inthe business now of obviously content delivery and making a fast sort of user experience. That's very much aligned with Google as well, though, so I thinkthey're sort of the same thing. Google kind of runs the Internet, soif you were well aligned with them, you're going to be in good shape. Awesome, awesome, sorry, and you're going to remember this from lasttime. We get towards and we ask each test kind of two standard questions. I'm curious, I'm really curious to see if that's changed, especially sincethe world's change. If somebody trying to get old of you and they don'thave a trust to referral in what's worked for you over the last twelve months, for somebody to capture your attention and earn the right to time on yourcalendar. I would say. Well, this is something that I've noticed,and I'd love to hear your take on this as well, is that we'vegot a pivoted a bit away from your typical sales strategy. We found thateven senior leadership does not want to spend as much time on the phone witha salesperson as they used to, and so ninety five percent that transaction isdone in the sort of research phase. We kind of compared it to buyinga car. So buying how could buy. It's almost the same price point ofbuying like a pretty nice car. They're going to do the same kindof research, they're going to want to kick the tires, they're going towant to take it for a test drive. We've noticed that that's how people arebuying now, which lends itself to my background from overstock, because itis kind of like almost like any commerce experience to sell software now. That'sthe trend that I've noticed since we last talked, is that we have tosell in the not over the phone. We have to sell in the firstninety five you know, ninety five percent of their decisions going to be lookingat our site, listening to podcasts, listening watching videos, reading review sites. That behavior is only increased and I think that's the general direction. I'dlove to hear if you agree with that. We have gone into this sort ofwhat we call a product led growth model, which I'm sure you're familiarwith, where the product kind of stands on its own. We do alot of trials. The trials convert into...

...customers and that just seems where peopleare comfortable. We always say, let's make it as easy as possible forpeople to buy huckaby. If they don't want to talk to someone, theydon't have to talk to someone. If they just want to create an account, start a trial and get going, we're going to facilitate that. Andanytime you get in the way of that process and what people expect, thenyou're you're going to have a problem with your conversion rate because you know theymight not want to take a call or they don't want to take a callspecifically a salesperson. We're just trying to make it as easy as possible tobuy and that's leading a lot more on marketing the website, making more transactional, making it easier to try so that's kind of the big trend. Soto get on someone's calendar. It's very hard to get on my calendar.And but for me to buy, for me to buy a products, ifthey make it easy for me to buy and they make it I don't haveto talk to anyone and I know that I want to try it because I'veheard about it from a friend and I can log in or I can pingour engineering team and say I want to try this and they can set itup without having to go through a bunch of hoops. Will probably give ita try and that's the easiest way to get in the door. It's reallynot to get on the counter, it's just to get on the product andtrying the product as easy as possible. So that's what I've noticed. I'dleft to hear your take on this chat. We've seen a big shift in thisdirection, but but they'll love to hear our your take. Yeah,no, I think I think you're dead on. For certain parts of themarket right especially being to meet if there's certain certain price points, certain technologiesthat are simplified in a way that the outcomes are very easily communicated. Itcan be done through research. The implementation is very easy. I can completelysee where that fill in the funnel with marketing and making that buying experience veryinteractive. Can completely see that being and have seen it with other customers beeffective. I think as you get into larger scale types of complexities, fullon CDPs or big EARP systems or complex data analytics stuff that requires the organizationthat's buying to even under stand where half of their data is and it requiresa little bit more guidance. But that education piece is a big one.What I'm seeing, and we're working with clients self their teams do, isit isn't we're not selling. Nobody should be selling. We're helping you siftthrough the research and understand here's the optimized path to make this complex solution assimple as possible for your business. I think in some cases the the straightthrough product. Here's a podcast, watch a demo, here's a case studyor a video, something's talking about that can absolutely be extremely lucrative. Ithink it was you get, like said, in a more complex stuff there's stillthis this need for that human to human connection and sometimes, honestly,not to go too far field, but if your marketing is done right.I think you can can kind of replicate that human to human experience, likeif they saw you on this podcast and then you were the face in avideo doing a demo and then you were the face interviewing a customer, theystart to build this sense of relationship and so I can absolutely see that thatbeing effective. It is stratifying, I...

...think, the B tob selling spacea little bit. So'll be interesting to see what happens over the next twentyfour months. I can't even think that far out, I think. Sothat's really well put. I think that's really well put. You know,our price tag is usually between two seventy K here. So it's not thehuge, huge deals in your right. The more complex it gets, themore human interaction it requires. At our price point, I think having peoplekind of easily flow through is pretty ideal right now. But yeah, verywell put hit. No, all right. So last question. We call itthe acceleration insight. Given everything that's changed in the world, I chuckleevery time I say that because it's just like tomorrow it's going to be somethingcompletely different. But what's the number one thing you would want markers? What'sthe one piece of advice you would want to give markers of sales professionals that, if they listen to you, believe would help them hit or exceed theirtargets. What would it be a? Why? Well, you know thisprobably a little biased, but and you've experienced this to Chad, but justthe value of scalable seo leads can really transform a sales organization. We havemajor enterprise customers that gets seventy percent of their, you know, in boundtheir leads in general from Seo and its scales right. It just kind ofgoes through the roof. So I leave it to experts like you on oncethe hand raising happens and how you get that conversion in buying. I thinka lot about you know, how do you get the hand raisers, anda lot of that is to Seo. I try to get as best qualifiedhand raisers as I can find and that always is kind of tried and true. Is Seo's really great way to do that. So that's not going anywhere. That's how people do their research, is how they tot of find companiesand find products. That's going to be there regardless and you either either playeryou don't, and so I just encourage your guest to. What are wedoing on Seo? You know, do we? How many SEO leads ammy getting a week? Because forgetting if you getting five our months. Ifyou're getting five a month versus zero, your life's a lot easier. Absolutely, absolutely, I love it. Excellent. I can't think you're know for takingtime to be on the show. Where do you want us to sendpeople to check out the new products? Connect with you if they want totalk about other things. What works best for Y'all? Yeah, and Septemberwe're doing a free thirty day trial of any and all of our products,so go to the site. There's a bunch of ways to contact us.If you say that you've listened to the PODCASTS, put the podcast name inthe contact us for him and I'll actually join the call. I'll try toanyways, as many as I can. Love connecting with your guests. Lasttime I was on, we met tons of great people and actually create abunch of customers. So hopefully that same things happens and I like to meetyour guests. So go to huckabyecom. You can also find me on Linkedin, but Hugabuy is an easy place to get in touch. Mentioned the podcast. We Love Your podcast listeners. Who will make sure we treat you well? All right, my friend, Hey, it's been great seeing you again.congrats again on the new addition to the family and the band, thepuppy. That's a lot, man. Enjoy Golfing this weekend and we willtalk to you again soon. Thank you, Chad. Have a great, longweekend. All right, that does...

...it for us. Everybody. Youknow, the drill be to be REV exactcom check it out. Leave USreview on itunes. Until next time, we have value selling associates wishing nothingbut the greatest success. You've been listening to the BB revenue executive experience.To ensure that you never miss an episode, subscribe to the show and Itunes oryour favorite podcast player. Thank you so much for listening. Until nexttime.

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