All posts by Richard Bayston

What is a Vanity Metric?

what is a vanity metric

A metric that makes you feel good without telling you anything about your business. Or as Tim Ferris puts it: ‘Vanity metrics: good for feeling awesome, bad for action.’ Vanity metrics are things you can measure that don’t matter. They’re easily changed or manipulated, and they don’t bear a direct correlation with numbers that speak to business success. People use vanity metrics because they don’t know that these numbers don’t really count, or because vanity metrics can make you feel like you’re getting results – even though they don’t really tell you anything about your business health or growth. What’s…

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What is a Vanity Metric?

What is Domain Authority?

what is domain authority

A 1-100 score predicting how well a site will rank in major search engines. Domain Authority is a measure of how well a website is likely to perform in search engine results. It’s a search engine ranking score developed by Moz to give an overview of likely site performance. After Google deprecated and then stopped publishing PageRank, DA became one of the go-to replacements. Where Do I Find Domain Rank? If you’re using Moz toolbar, it’s here: If you’re inside Moz Open Site Explorer, it’s here: How Does Domain Authority Work? DA is a good quick way to tell if…

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What is Domain Authority?

The Numbers Behind Content Marketing: Essential Statistics for 2017

content marketing 2017

What’s the state of play in content marketing? What content should you be creating, how should you be distributing it, where should you be promoting it? There’s a million opinions out there. But here, there’s a million stats instead. Well, OK, there’s actually 101, which I swear is a coincidence. But if you want solid data on emails, SEO, strategy and whole lot else besides – we got ‘em. Dive in! 1. The Market For Content Marketing Importance How important is content marketing to marketers? It’s probably the most important marketing tool for most businesses. 89% of B2B organizations are…

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The Numbers Behind Content Marketing: Essential Statistics for 2017

5 Terrible Websites You Should Copy

This isn’t the definitive list of the worst websites I’ve ever seen. But if you’re a sensitive soul with design proclivities, I’d get a blanket and a cup of something soothing before you dig in. There are horrors ahead. Apart from laughing at them, why should we ever look at terrible websites? Wouldn’t it make more sense to learn from the best, rather than the worst? You can learn a lot about what not to do from failure. (If I were planning to go that route, I’d have started here, with the self-declared ‘world’s worst website.’) But the sites in…

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5 Terrible Websites You Should Copy

5 Standard Pages on Your Website That Almost Always Suck – and What They Could Be Doing for You

5 pages

Word association: Content marketing. You’re thinking ‘blog post,’ ‘infographic,’ maybe ‘video,’ ‘white paper.’ That kind of thing. Right? Not FAQs, 404 pages, About Us… The thing is, those pages are content too. Visitors read them to learn, understand and make decisions. FAQs are one of the most underused content marketing opportunities out there. About Us pages? They’re an incredible opportunity to tell your brand’s story. Put like that, it seems obvious – yet they’re often a lifeless formality. It’s the same with 404s, out of stock pages and thank you pages: in each case, you have a visitor’s attention when…

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5 Standard Pages on Your Website That Almost Always Suck – and What They Could Be Doing for You

Lean UX Design for Startups – A Walkthrough

lean UX

Lack of “product/market fit” is one of the key reasons for start-up failures. Despite initial success, businesses fail to be sustainable. One way to escape this is to get everyone involved and get back to experience-based design. Don Norman, one of the top names in UX design, coined the term, “User Experience,” back in 1995. He said, “User experience is nothing but starting any design by understanding the audience.” It allows coordination between all the elements and putting together psychology and designing. From the way things were understood in 1995, we have moved a long way in terms of design….

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Lean UX Design for Startups – A Walkthrough

How to Make Facebook Ads Work for Your B2B Company With a Simple Google Form Survey

Google Survey

Facebook is still primarily a leisure social network: people browse it to connect with their friends, find interesting news and, of course, check out cat pictures. Therefore, most marketers believe that advertising on Facebook is useless for B2B. They’ll point to lower click-through rates for B2B Facebook ads, and higher costs per click, and go back to focusing on Google Adwords. Facebook is a great tool for B2C promotions, where marketers can offer discounts, promote sales and retarget buyers. But these tactics are not always suitable for the B2B crowd. That’s fair. But guess what? Companies are made of people….

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How to Make Facebook Ads Work for Your B2B Company With a Simple Google Form Survey

What Makes a Great Press Webpage?

press page

PRs and SEOs love press releases. You get an SEO boost, earning links from journalists in your space across a bunch of different sites. And you get traditional PR benefits. But focusing on your press page could bring much bigger dividends. Think of a press page in the context of broader strategy. If you’re emailing and phoning publications trying to get yourself or your client mentioned, you’re doing ‘outbound PR’ – the PR equivalent of cold calling. Surprise, surprise: journalists don’t really like it, and as Bloomberg’s David Lynch warns, ‘you’re going to strike out most of the time.’ A…

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Whatever Steve Jobs Thought, Thermonuclear War Is NOT the Best Way to Get & Keep Talent

It’s nothing personal. It’s just business. Except when it’s not. When Google brought out a smartphone OS in 2008 that let some competition into what had been an Apple-only field, the reception was mixed. Just like with any new tech product, a lot of people were sure they’d never feel the need for one. (I thought the same. Now I have a Samsung the size of a door. I wrote some of this post on it.) Some people were overjoyed – it’s just like an iPhone, except I can afford it. Awesome! And then there was Steve Jobs. Boy, was…

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Whatever Steve Jobs Thought, Thermonuclear War Is NOT the Best Way to Get & Keep Talent

How to Create, Track and Rank CRO Hypotheses So You Know What to Test

CRO hypothesis ranking

CRO makes big promises. But the way people get to those 300% lifts in conversions is by being organized. Otherwise, you find yourself in the position that a lot of marketers do: you do a test, build on the result, wait a while, do another test, wait a while… meanwhile, the big jumps in conversions, leads and revenue never really seem to manifest. That’s because only a structured approach can get you in position to make the best use of your testing time and budget. This isn’t something you want to be doing by the seat of your pants. In…

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