Bianca challenged search engine marketing’s obsession with visitors and launched the “Heavy Hitters” framework for locating and defending the URLs that convert, even when total visitors drops.
Key takeaways:
- Shift your reporting from visitors to revenue-generating pages
Create a URL-level report that merges GA4 visitors and conversions. Flag any web page that constantly drives leads or income, even when visitors is low.
- Construct a ‘Heavy Hitter Report’ to observe high-value URLs
Establish your top-performing pages based mostly on conversion, not clicks. Observe their visibility month-to-month so you may act quick when visitors or efficiency shifts.
- Diagnose visitors drops utilizing a ‘efficiency dip bucket’ system
Categorize underperforming URLs by root trigger: SERP format adjustments, cannibalization, algorithm volatility, or intent mismatch. Use this to transient content material, UX, or tech groups with clear motion gadgets.
- Discover your ‘brown dwarf stars’ and spend money on their progress
Use filters in Looker Studio or GA4 to determine pages with excessive conversion charges however low session counts. Prioritize these for inside linking, content material refreshes, or paid promotion.
- Cease sending management visitors graphs
Normalize knowledge by web page kind or conversion fee, and current income per URL or per 1,000 periods. This reframes search engine marketing as a revenue-driving perform, not a conceit metric sport.
Observe Bianca Anderson on LinkedIn.
