Keeping up with the ever-changing Google algorithm is the bane of every webmaster’s life. The search giant made more than 3000 changes in 2018, up from 350-400 changes in 2009.

So how can you keep up with so many changes? What should you do when Google rolls out a new change? How can check your traffic and recover from any penalty? Questions like this are natural to come to your mind. So here is the part two of our Google algorithm survival guide.

1. Wait and watch

One common mistake webmasters make is they start making changes to their website as soon as a new Google update takes effect. Instead, wait and watch. See if the new change has lowered your search ranking. If not, then don’t just make changes to your site for fear of losing your position. Google’s algorithm is more complex than you think. You never know what factors are responsible for your good or bad ranking. One good idea is to outsource the SEO work to a reputable digital marketing agency or hire an SEO Expert to look at improving your Google ranking.

2. Conduct a technical SEO audit

If your website has been penalized by Google, the first thing to do is performing a technical audit on your website. The purpose of this type of SEO audit is the check for any technical issues, such as slow load time and coding errors. Sometimes simple things like adding https to your URL can improve your site’s ranking to a great extent.

3. Check your backlinks

One common reason for penalty is broken links or low quality backlinks. It is therefore a good idea to audit your website for backlinks. At this stage, you can also check quality and quantity of your competitor’s backlinks and try to outperform them. For this job, you may want to use some backlink comparison tools, such as the Ahrefs Domain Comparison.

If you want to skyrocket your conversion rate, don’t just use the same landing page for all your marketing campaigns. According to a recent HubSpot survey, companies that use 40 or more landing pages see 120% increased conversion rates than those using less than 5.

As you can image, some of these landing pages could be long-form sales pages. If you are not sure when to use long sales pages, your digital marketing agency can help. They can even help you create an awesome sales page, thanks to their team of designers, copywriters and SEO consultants. Here are 3 more situations where you should use a long sales page.

1. When you’re offering a high-priced product

Price objection is one of the biggest obstacles to high conversion. Just because you deserve a (or think you deserve) a pretty penny for your product or service doesn’t mean your prospects are convinced about it. When your price is too high, you need to justify the cost to your customers. Maybe they cannot fathom why they should buy something for $2000 when a seemingly similar product is available for $200. This is where your sales page should explain them what more they’d do get for that extra price.

2. When your product have advanced/complicated features

When you sell a table fan, you probably don’t need to explain how it works. But when selling a productivity app, you might require explaining all the features to your prospects. A sales page is a great tool to convince your prospects about the benefits of having those features. Your copywriter should be able to explain your prospects how those extra features would make life easier for them.  

3. When buying involves long-term commitment

When it comes to a one-time purchase, your customers make decision once. That’s far easier than buying a subscription service where they need to commit monthly payments for a long term. No wonder the latter often needs more convincing. That’s exactly why you should use a long sales page when selling your subscription services.

If you have a steady flow of traffic but not enough conversions, you probably need to improve your post-click landing pages. As the term suggests, a post-click landing page is where your prospects land after they click on your ad or promotional link.

While most landing pages are made short and to the point, sometimes you may need to use a long-form sales page as your landing page. Your digital marketing agency can help you decide whether you actually need a long sales page, but it is always a good idea to know your own stuff rather than depending totally on your marketer or SEO expert. Here are 2 situations where you should use a long-form sales page.

1. When prospects are not aware of your brand or product

Imagine buying a headset from an online store! If you’re like most people, you’ll simply visit a trusted online store, search for headsets from your favorite brands, read a few online reviews – and that’s it. You’ll complete the purchase within minutes. No sales pitch required.

But if what you were to buy an A/B testing software? It’ll probably take you more research and time in decision-making. That’s because you’re not aware of the product. In situations like this, a long, persuasive sales pitch can go a long way to push your customers through their doubts and indecisions.

2. Your prospects don’t know what value your product brings to the table

It’s no secret that customers want value for money. But it’s one thing to purchase a $1000 watch; it’s another to buy a $1000 online course. Did you see the difference?  You know what value a watch offers, but you probably have no idea how a premium course can benefit you. So selling an online course might require more persuasion than selling a watch would require. This is a perfect example of when you should use a long sales page for clarifying the value of your product.