Eric Hoover
speaker
290 appearances
2 recordings
1 series
first heard Jan 2025
last heard Mar 2025
Eric Hoover’s voice in public audio — every appearance, attributed to the second.
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Appearances
But yeah, really focusing more on, for lack of a better term, conversion driven transactional keywords that are, you know, like brand or brand adjacent stuff that traditionally brands will rank very well for.
And again, they might rank in position one, but position one is halfway down the page.
So it doesn't drive the conversion that they that they used to have.
So just really ensuring that the brand messaging and the content within the site is really focused around the brand messaging around the product and service, whatever it might be, or whatever industry it might be on relevant landing pages on more sort of mid to lower funnel transactional pages is really, really key.
You know, we used to I feel like, again, this is based on a lot of the kind of e-commerce clients I've had.
Or like your money, your life kind of clients where, oh, we're going to focus, make sure, you know, the blog is really flashy and up to date and really great informational content, long form pieces.
You know, again, depends on your industry, whether or not that stuff works anymore.
But, you know, sometimes you need to really switch it up and say, hey, we should also make sure we have a good organic strategy focused around specific products and services, specifically around what the brand message is, what the brand stands for.
And that will, in theory, convert well.
I think a great example of that is one that I don't know when this will end up airing, but recently we saw HubSpot dumped all their random blog posts around how to make smiley emojis.
And everyone was like, oh, my God, look at their traffic's gone.
Yeah.
But then I think after that happened, I think there I don't remember if it was their
their conversions or their revenue some business focused metrics started increasing and that right there that's you know why they did it also their hub spot and they could afford to dump a bunch of organic traffic and still do okay you know if i'm some startup trying to do that i'm probably gonna get fired um but you know that's what you do when you're a big brand with a lot of authority behind you you can test and play around and see what works and i think that
what they did in the long run is beneficial to them.
It's focusing on what their core business is and some adjacent stuff, but not ranking number one month after month for how to make a smiley emoji or whatever their top result was.
That's useful information to know, but you know what?
AI Overview is going to tell me how to do that now if I can't figure out my emoji shortcuts.
I don't need to rank number one for that anymore.
A
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