Moz SEO guide for all
MOZ BEGINNER’S GUIDE TO SEO VS HIREVUE ULTIMATE SALES TRAINING GUIDE: WHO DID IT BETTER?
In case you are building a information like Moz or HireVue, the very first thing to grasp is that perhaps 5% of your success (probably much less) will be on account of technical web optimization, particular strategies, and so forth. 95-99% of your success will likely be decided by the standard of the content material. If the content material is effective and other people go to it and say “Wow, that is superb!” and hold coming again to it, then you definitely’ve achieved it proper, and so long as you’ve acquired the fundamentals in place in the case of technical web optimization you’re all good. Should you don’t get that response, no quantity of anything goes to repair the issue. That stated, that 5% that doesn’t depend upon nice content material could make an important distinction, particularly in the case of producing site visitors within the early days quickly after launch.
In comparing the HireVue guide and Moz’s, one thing stands out to me that would be easy for HireVue to remedy, and which I believe would produce large benefits. Let’s take a look at the Moz guide’s homepage together. Notice where your eyes go, almost immediately (if you try to ignore the pink boxes and text I’ve included).
You end up skipping all the text and looking at the chapter headings. This is because they’re high contrast and there’s lots of action. The page is designed to draw your eye there, even if you don’t read anything. The layout alone does it. This isn’t by chance. It’s strategic because the chapter headings tell you what you’re going to get–fast. You come to the page, you see Chapter 5 on Keyword Research and think “Hey, I had a question about keyword research the other day…” and you skip to that section, ignoring the rest. Within seconds you’re finding valuable content you need.
Compare that to the HireVue page.
It’s all text. There’s little to break it up other than some paragraphs, colors, bold font, etc. But the main problem is that if I’m a time-strapped professional, I take one look at this, groan, and think “I don’t have time to read what’s showing on my screen, let alone the whole page.” Even in reviewing this for Pete, I haven’t been able to get the motivation to read anything on this page beyond the title–and I care deeply about sales at my company and would love to pass on valuable sales content to our sales team!
I don’t have 30 seconds to read through this. If this were a book it would be asking me to dive into it without letting me see the cover, title, or chapter heading first. HireVue has about 5 seconds to grab my attention and convince me that if I dive in, I’m going to find valuable content I’ll love.
What I Recommend
- Put the chapters at the top, front and center. The thing is, if I were to scroll down just a bit, the chapters are right there. But a lot of people won’t get to scrolling down, because they won’t be hooked on what they see above the fold.
- Make the chapter headings big and bold. If they do scroll down, there’s still too much text. The chapter headings are the same font, and same font size, as the chapter descriptions. Nothing but their color and the link underline makes them stand out. It’s still too much to read, making me feel overwhelmed. Follow Moz’s lead and make the chapter headings big, bold, buttons perhaps.
- Make the chapter descriptions small, or get rid of them entirely. Moz doesn’t have them on the top screen. They’re overwhelming. Maybe they could work if they were shortened, but it would probably work even better to just get rid of them. Put all the focus on the chapter headings, and make sure those chapter titles are awesome and compelling.
My Final Recommendation
Don’t take my advice. At least, don’t just go ahead and assume it’s correct and implement it just as I’ve recommended. I might be wrong. My comments should be grounds for performing conversion rate optimization tests. Some A/B split and multivariate tests are what are called for, at a minimum, but probably more over time. I’m giving my opinion here, which is based on experience, but nothing trumps data.