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Designing In Wix is Faster

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Designing In Wix is Faster

Matt Mullenweg, the creator of WordPress, questioned why a revamp of the WordPress homepage and download page took weeks to almost finish when the same project would take one person only hours to complete using a website builder platform like Wix or Squarespace.

What happened is that a group of WordPress contributors decided to revamp the WordPress home and download pages using the WordPress block editor as a showcase for what could be accomplished with the new editor.

Everyone commenting on the proposal expressed that it was a great idea to use the WordPress block editor.

But a month later, Mullenweg questioned why it took a team of WordPress developers weeks to create just two pages.

He wrote that he had a hard time imagining one person taking longer than a day to finish the project with Software as a Service (SaaS) website builder platforms like Wix or Squarespace.

Mullenweg wrote:

“…it’s such a basic layout, it’s hard to imagine it taking a single person more than a day on Squarespace, Wix, Webflow, or one of the WP page builders.”

The implication of his statement is clear.

WordPress Block Editor

The block editor, also known as the WordPress Gutenberg Editor, was introduced in 2018. Still, it wasn’t until 2021 when a significant feature of full site editing, the template editor, was released as part of WordPress 5.8 and the template editor.

More parts of the complete site editing experience followed over the months.

The goal of the block editor is to modernize WordPress and make it easy for anyone to install and start building a website fast.

The block editor is the future of WordPress, but it’s not quite finished as it continues to be improved upon.

WordPress Home Page Revamp

On July 8th, 2022, a WordPress contributor (and employee of Automattic) announced the kickoff of a redesign of the official WordPress.org homepage and download page, with the proposal of doing it using WordPress’ block editor.

The block editor is part of the WordPress initiative to modernize it and make it easy to design websites without learning code.

The idea was to showcase the WordPress block editor.

The announcement was well received.

One WordPress contributor commented:

“I’m very excited to see this project blossom for WordPress.

…Leveraging the homepage as a place to showcase everything modern, innovative, and empowering, that WordPress can be, would be a wonderful objective.

In other words, with WordPress, you can basically do anything – build anything.

I’d love to see the design showcase the modernization of the site editor and layout capabilities – even going so far as to do things many haven’t seen before.”

Another posted:

“I’m super excited about this project!”

Someone else wrote that it was a great way to showcase the editor and the WordPress community:

“The biggest opportunity I’m seeing, on the Homepage in particular, is a more cohesive WordPress story.

Aside from the power of the software itself and what it can do, there’s the whole community of people that have been coming together regularly to share in a movement.”

All the comments were positive and upbeat.

Then about eight days later, Mullenweg criticized how long it recently took to redesign the WordPress News page and noted that this project should not take as long to complete.

He posted:

“This should take a week or two to launch, not months, and the most interesting part will be the stats and feedback after launch, and any subsequent iterations we make from there, not a long process before.

The /news redesign took a criminally long time.

We have a lot of .org to redesign, and a lot of accumulated cruft for example in the navigation right now — we can’t take too long on any one part.”

One Month Later… Mullenweg Criticizes Pace of Project

A month went by as the team worked together creating the two pages, and on August 1st, they shared an update in a post titled, Developing the redesigned Home and Download Pages.

The post is a cheerful update on all the progress that has been made on the still incomplete redesign.

Eight days later, Mullenweg kicks off the discussion by criticizing the effort, commenting:

“This is not a good use of time, nor does it further the actual goals of a new homepage or download page, and we have better places to spend our development time.”

The developer who is leading the redesign defended the pace of progress, writing:

“That’s less than three weeks from design to launch and I’m very proud of the collaborative work the team has been able to do. The new theme is great. The teams involved have built an outstanding theme in record time. I think people will love it.”

Others also posted support for the progress.

Mullenweg criticized the pace of the redesign:

“33 days since project kickoff doesn’t feel quick to me, but I think it’s worth diving deeper into not trying to turn Figma designs into a theme quickly (again though, that should be hours not weeks)…”

He next expressed his vision that this should be progressing faster:

“You could imagine a world where instead of taking more than a month to launch a single design, which implies a maximum rate of under 12 of these we could do in a year, we made 20-30 designs up front, ideally with very different approaches and copy, and focused our development time on measuring the success metrics of each approach, then iterated from there.”

He then compared the slowness of developing on WordPress to how fast it is on SaaS website builder platforms:

“…On the ‘hours not weeks’ to implement — it’s such a basic layout, it’s hard to imagine it taking a single person more than a day on Squarespace, Wix, Webflow, or one of the WP page builders.”

Lastly, he suggested using the existing code approach:

“So, if we’re just doing a prettier version of the same thing, make those changes in place with the existing code approach quickly and move on to something higher value.

If you are trying to further WP itself, you need a fundamentally different approach.”

Response To Criticism

The response on Twitter ranged from sarcastic digs at WordPress to support for the team working on the redesign.

But some supported Mullenweg:

Is WordPress Inferior To SaaS Website Builders?

Mullenweg’s comment likely reiterated the WordPress vision that development should be fast and easy.

From that perspective, 33 days to recreate an existing design could be seen as less than ideal.

Could it be that SaaS website builders like Wix, Duda, and Squarespace have already surpassed WordPress?


Featured image by Shutterstock/Luis Molinero



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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It’s Unlikely.

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Do Higher Content Scores Mean Higher Google Rankings? Our Data Says It's Unlikely.

I studied the correlation between rankings and content scores from four popular content optimization tools: Clearscope, Surfer, MarketMuse, and Frase. The result? Weak correlations all around.

This suggests (correlation does not necessarily imply causation!) that obsessing over your content score is unlikely to lead to significantly higher Google rankings.

Does that mean content optimization scores are pointless?

No. You just need to know how best to use them and understand their flaws.

Most tools’ content scores are based on keywords. If top-ranking pages mention keywords your page doesn’t, your score will be low. If it does, your score will be high.

While this has its obvious flaws (having more keyword mentions doesn’t always mean better topic coverage), content scores can at least give some indication of how comprehensively you’re covering the topic. This is something Google is looking for.

Google says that comprehensively covering the topic is a sign of quality contentGoogle says that comprehensively covering the topic is a sign of quality content

If your page’s score is significantly lower than the scores of competing pages, you’re probably missing important subtopics that searchers care about. Filling these “content gaps” might help improve your rankings.

However, there’s nuance to this. If competing pages score in the 80-85 range while your page scores 79, it likely isn’t worth worrying about. But if it’s 95 vs. 20 then yeah, you should probably try to cover the topic better.

Key takeaway

Don’t obsess over content scores. Use them as a barometer for topic coverage. If your score is significantly lower than competitors, you’re probably missing important subtopics and might rank higher by filling those “content gaps.”

There are at least two downsides you should be aware of when it comes to content scores.

They’re easy to cheat

Content scores tend to be largely based on how many times you use the recommended set of keywords. In some tools, you can literally copy-paste the entire list, draft nothing else, and get an almost perfect score.

Scoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draftScoring 98 on MarketMuse after shoehorning all the suggested keywords without any semblance of a draft

This is something we aim to solve with our upcoming content optimization tool: Content Master.

I can’t reveal too much about this yet, but it has a big USP compared to most existing content optimization tools: its content score is based on topic coverage—not just keywords.

For example, it tells us that our SEO strategy template should better cover subtopics like keyword research, on-page SEO, and measuring and tracking SEO success.

Preview of our upcoming Content Master toolPreview of our upcoming Content Master tool

But, unlike other content optimization tools, lazily copying and pasting related keywords into the document won’t necessarily increase our content score. It’s smart enough to understand that keyword coverage and topic coverage are different things.

Sidenote.

This tool is still in production so the final release may look a little different.

They encourage copycat content

Content scores tell you how well you’re covering the topic based on what’s already out there. If you cover all important keywords and subtopics from the top-ranking pages and create the ultimate copycat content, you’ll score full marks.

This is a problem because quality content should bring something new to the table, not just rehash existing information. Google literally says this in their helpful content guidelines.

Google says quality content goes beyond obvious information. It needs to bring something new to the tableGoogle says quality content goes beyond obvious information. It needs to bring something new to the table

In fact, Google even filed a patent some years back to identify ‘information gain’: a measurement of the new information provided by a given article, over and above the information present in other articles on the same topic.

You can’t rely on content optimization tools or scores to create something unique. Making something that stands out from the rest of the search results will require experience, experimentation, or effort—something only humans can have/do.

Enrich common knowledge with new information and experiences in your contentEnrich common knowledge with new information and experiences in your content

Big thanks to my colleagues Si Quan and Calvinn who did the heavy lifting for this study. Nerd notes below. 😉

  • For the study, we selected 20 random keywords and pulled the top 20 ranking pages.
  • We pulled the SERPs before the March 2024 update was rolled out.
  • Some of the tools had issues pulling the top 20 pages, which we suspect was due to SERP features.
  • Clearscope didn’t give numerical scores; they opted for grades. We used ChatGPT to convert those grades into numbers.
  • Despite their increasing prominence in the SERPs, most of the tools had trouble analyzing Reddit, Quora, and YouTube. They typically gave a zero or no score for these results. If they gave no scores, we excluded them from the analysis.
  • The reason why we calculated both Spearman and Kendall correlations (and took the average) is because according to Calvinn (our Data Scientist), Spearman correlations are more sensitive and therefore more prone to being swayed by small sample size and outliers. On the other hand, the Kendall rank correlation coefficient only takes order into account. So, it is more robust for small sample sizes and less sensitive to outliers.

Final thoughts

Improving your content score is unlikely to hurt Google rankings. After all, although the correlation between scores and rankings is weak, it’s still positive. Just don’t obsess and spend hours trying to get a perfect score; scoring in the same ballpark as top-ranking pages is enough.

You also need to be aware of their downsides, most notably that they can’t help you craft unique content. That requires human creativity and effort.

Any questions or comments? Ping me on X or LinkedIn.



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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

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Unlocking Brand Growth: Strategies for B2B and E-commerce Marketers

In today’s fast-paced digital landscape, scaling a brand effectively requires more than just an innovative product or service. For B2B and e-commerce marketers, understanding the intricacies of growth strategies across different stages of business development is crucial.  

A recent analysis of 71 brands offers valuable insights into the optimal strategies for startups, scaleups, mature brands, and majority offline businesses. Here’s what we learned. 

Startup Stage: Building the Foundation 

Key Strategy: Startups focus on impressions-driven channels like Paid Social to establish their audience base. This approach is essential for gaining visibility and creating a strong initial footprint in the market. 

Case Study: Pooch & Mutt exemplified this strategy by leveraging Paid Social to achieve significant year-on-year revenue gains while also improving acquisition costs. This foundational step is crucial for setting the stage for future growth and stability. 

Scaleup Stage: Accelerating Conversion 

Key Strategy: For scaleups, having already established an audience, the focus shifts to conversion activities. Increasing spend in impressions-led media helps continue generating demand while maintaining a balance with acquisition costs. 

Case Study: The Essence Vault successfully applied this approach, scaling their Meta presence while minimizing cost increases. This stage emphasizes the importance of efficient spending to maximize conversion rates and sustain growth momentum. 

Mature Stage: Expanding Horizons 

Key Strategy: Mature brands invest in higher funnel activities to avoid market saturation and explore international expansion opportunities. This strategic pivot ensures sustained growth and market diversification. 

Case Study: Represent scaled their efforts on TikTok, enhancing growth and improving Meta efficiency. By expanding their presence in the US, they exemplified how mature brands can navigate saturation and seek new markets for continued success. 

Majority Offline Brands: Embracing Digital Channels 

Key Strategy: Majority offline brands primarily invest in click-based channels like Performance Max. However, the analysis reveals significant opportunities in Paid Social, suggesting a balanced approach for optimal results. 

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How To Use The Google Ads Search Terms Report

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How To Use The Google Ads Search Terms Report

One of the most essential aspects of a profitable Google Ads strategy is reaching the right people, with the right message, while they’re searching.

To do this correctly, you need to know exactly how your ads are doing and what words potential customers are using to search.

This is where the Google Ads search terms report comes in handy.

This report is a goldmine and an invaluable asset to every Google Ads account.

With insights into exact phrases being used to trigger your ads, the search terms report can help:

  • Significantly refine your keyword strategy.
  • Enhance your targeting.
  • Boost your return on investment (ROI).

Let’s get into why the Google Ads search terms report is not only helpful but essential for maximizing Google Ads profitability.

What Is The Google Ads Search Terms Report?

The search terms report is a performance tool that shows how your ad performed when triggered by actual searches on the Google Search Network.

The report shows specific terms and phrases that triggered your ad to show, which helps determine if you’re bidding on the right keywords or using the right match types.

If you find search terms that aren’t relevant for your business, you can easily add them to your negative keyword list repository.

This helps you spend your budget more effectively by ensuring your ads are only triggered for relevant, useful searches by potential customers.

Keep in mind that there is a difference between a search term and a keyword:

  • Search term: Shows the exact word or phrase a customer enters on the Google Search Network to trigger an ad.
  • Keyword: The word or phrase that Google Ads advertisers target and bid on to show their ads to customers.

How To Create A Search Terms Report

Creating a search terms report in your Google Ads account is simple, and better yet – it can be automated!

To view your search terms report, you’ll need to:

  • Log into your Google Ads account.
  • Navigate to “Campaigns” >> “Insights & reports” >> “Search terms”

Below is an example of where to navigate in your Google Ads account to find the search terms report.

Screenshot taken by author, April 2024

After running this report, there are multiple actions you can take as a marketer:

  • Add top-performing searches to corresponding ad groups as keywords.
  • Select the desired match type (e.g. broad, phrase, exact) if adding new keywords.
  • Add irrelevant search terms to a negative keyword list.

3 Ways To Use Search Terms Report Data

As mentioned above, there are numerous ways you can use the search terms report data to optimize campaign performance.

Let’s take a look at three examples of how to use this report to get the best bang for your buck.

1. Refine Existing Keyword Lists

The first area the search terms report can help with is refining existing keyword lists.

By combing through the search terms report, you can find areas of opportunities, including:

  • What searches are leading to conversions.
  • What searches are irrelevant to the product or service.
  • What searches have high impressions but low clicks.
  • How searches are being mapped to existing keywords and ad groups.

For searches leading to conversions, it likely makes sense to add those as keywords to an existing ad group or create a new ad group.

If you’re finding some searches to be irrelevant to what you’re selling, it’s best to add them as negative keywords. That prevents your ad from showing up for that search moving forward.

If some searches have a high volume of impressions, but very few clicks, these will take further consideration. If it’s a keyword worth bidding on, it may indicate that the bid strategy isn’t competitive enough – meaning you’ll have to take action on your bid strategy.

If a search term is being triggered by multiple keywords and ad groups, this is a case of cross-pollution of keywords. This can lead to lower ROI because it’s essentially having multiple keywords bid on that search term, which can drive up the cost. If this happens, you have a few options:

  • Review and update existing keyword match types as necessary.
  • Add negative keywords where appropriate at the ad group or campaign level to avoid cross-pollution.

Ultimately, using the search terms report in this way allows you to determine what is performing well and eliminate poor performers.

2. Understand How Your Audience Is Actually Searching For Your Product

Something I often see is a mismatch of how a company talks about its product or service vs. how a customer is actually searching for it in the real world.

If you’re bidding on keywords you think describe your product or service but are not getting any traction, you could be misaligning expectations.

Oftentimes, searches that lead to conversions are from terms you wouldn’t have thought to bid on without looking at the search terms report.

One of this report’s most underutilized use cases is finding lesser-known ways customers are searching for and finding your product.

Finding these types of keywords may result in the creation of a new campaign, especially if the search terms don’t fit existing ad group structures.

Building out campaigns by different search themes allows for appropriate bidding strategies for each because not all keyword values are created equal!

Understanding how a customer is describing their need for a product or service not only helps your keyword strategy but can lead to better-aligned product positioning.

This leads us to a third way the search term report can help your campaigns.

3. Optimize Ad Copy and Landing Pages

As discussed in #2, customers’ language and phrases can provide valuable insights into their needs and preferences.

Marketers can use the search terms report to better tailor ad copy, making it more relevant and appealing to prospective customers.

And let’s not forget about the corresponding landing page!

Once a user clicks on an ad, they expect to see an alignment of what they searched for and what is presented on a website.

Make sure that landing page content is updated regularly to better match the searcher’s intent.

This can result in a better user experience and an improvement in conversion rates.

How Using The Search Terms Report Can Help ROI

All three examples above are ways that the search terms report can improve campaign ROI.

How so?

Let’s take a look at each example further.

How Refining Keywords Helps ROI

Part of refining existing keywords is negating any irrelevant search terms that trigger an ad.

Having a solid negative keyword strategy gets rid of “unwanted” spending on keywords that don’t make sense.

That previously “wasted” spend then gets redirected to campaigns that regularly drive higher ROI.

Additionally, adding top-performing search terms gives you better control from a bid strategy perspective.

Being able to pull the appropriate levers and setting proper bid strategies by search theme ultimately leads to better ROI.

How Understanding Audience Intent Helps ROI

By understanding the exact language and search terms that potential customers use, marketers can update ad copy and landing pages to better match those searches.

This can increase ad relevance and Ad Rank within Google Ads.

These items help with keyword Quality Score, which can help reduce CPCs as your Quality Score increases.

More relevant ads likely lead to higher click-through rates, which leads to a higher likelihood of converting those users!

How Updating Ad Copy And Landing Pages Helps ROI

This example goes hand-in-hand with the above recommendation.

As you start to better understand the audience’s search intent, updating ad copy and landing pages to reflect their search indicates better ad relevance.

Once a user clicks on that relevant ad, they find the content of the landing page matches better to what they’re looking for.

This enhanced relevance can significantly increase the likelihood of conversion, which ultimately boosts ROI.

Use This Report To Make Data-Driven Decisions

Google Ads is an integral part of any digital marketing strategy, often accounting for a large portion of your marketing budget.

By regularly reviewing the search terms report, you can refine your marketing budget to make your Google Ads campaigns more effective.

Using this report to make data-driven decisions that fine-tune multiple facets of campaign management leads to more effective ad spending, higher conversions, and ultimately higher ROI.

More resources: 


Featured Image: FGC/Shutterstock

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