well what it's tuesday teardowns let's
get to it
[Music]
I'm passionate about hair care and
that's why we're gonna take a look at a
site for hair dryers in these ter nails
I look at some things that I like some
things that I don't like and then I want
to know what you think - feel free
actually I encourage you to please leave
comments and let me know what you like
and what you don't like by the way if
you're new to the channel have a look
around and if you like what you see
please consider subscribing so let's get
to it right now this is gonna be a fun
one because we're looking at a product
that I've never owned and I don't need
one
saving tons of money not having to buy
hair dryers and this is gonna be
educational for me so Cheers I'm having
a little I PA right now let me know in
the comments if you like IPAs just
curious so let's start on the home page
and this is gonna follow our normal
format I'm gonna try and talk faster I'm
gonna cover a lot of stuff here I'm
gonna talk about the home page a little
bit I'm gonna tell you things that I
like and don't like I'm gonna tell you
about some of their content and the way
they've organized it I think they've
made a little bit of a mistake it's good
information but I think there's a better
look at some of the specific reviews and
critique those as well as always I'm
gonna look at the about page I like to
take a look at the about page and just
go deep on that they've done some really
good things on but you know I think
there's some room for improvement as
well so we're starting on the home page
that's what we see right here you can
see the branding is tight they have a
pretty simple logo up here at the top
left there is someone having their hair
blown dry again an experience which much
it must be amazing but I wouldn't know
high quality image the navigation is
simple they have like one of these
little sort of mobile type navigation
things at the top here I don't love that
but it's fine there's not too many
options that's the good part not too
many options now what I will show you
right away
is a you know hold my mouse over the
menu I see that goes to home that's
where we're at
then we have best picks and there are a
few options here and then we have
reviews so they narrow it down for the
type of review and the type of hair
dryer
finally information and this you know
when you look at this all together
there's a lot of stuff but I'll come
back to that in a moment
because I think they could do a better
job on that as we look at the you know
the the top headline here is
professional dryers okay if you have
hair that it's difficult to work with
dummy and that you need extra power
lighter weight and more reliable
attachments professional power is the
way to go I would wonder if that is
targeting that you know the right kind
of you know person again I am so far
from this demographic I don't even know
what they're talking about but the point
is it sounds like there's hard to giving
professionals but if I'm like hey I want
to get a gift for my niece and she needs
a hair dryer well I would probably think
that my niece doesn't need a
professional hair dryer she's only in
like middle school you know she doesn't
need something where it's gonna be used
all the time so I'm not sure if that's
targeted properly now what I do notice
here is they they use a slider so I'm
not sure okay there's a there's a movie
here that's fine I don't like sliders
basically so there are different links
based on where you are on the slider
I don't like sliders they take up a huge
amount of memory they run slow I don't
think it's necessary
they look nice perhaps on this site
right perhaps on this site where
aesthetics may be more appreciated by
you know people that need hair dryers
okay perhaps it's a good move but I
would test it now the thing we noticed
is okay so professional is what I happen
to be on at that point I didn't realize
that it was different but okay there are
many different picks here and okay maybe
my niece would
be after the best hairdryer and I can
check you know straight hair frizzy hair
fine hair etc when I look back here they
are targeting it based on the best pics
so that's that's cool that's acceptable
again I don't like sliders I think you
know it's an additional plugin
additional functionality that really
doesn't add value now if you have like
you know graphic design website and
people are really gonna care about the
design maybe it's a good idea I don't
think it's worthwhile in this case
what I do like as I scroll down blowing
in the wind and looking fab okay what's
up my friend my name is Ellie and I'd
like to offer you a blowy welcome to my
site okay so many issues on this so I'll
be kind of brief what's up my friend
it's kind of a weird opening my name is
Ellie that's solid it'd be cool to have
a picture there I'd like to offer you a
blowy not cool right
probably not targeted at the demographic
here so I'll just leave it at that and
then welcome to my site okay that's like
it completely
that's a terrible like run-on sentence
and they are trying to be cute and
potentially funny but it comes off
offensive in my opinion so take a look
around and benefit from the tons of time
I spent trying to find the best dryer
for my super long thick and mega curly
hair if your hair isn't like that don't
worry I have something here for every
hair type from flat to coarse thin to
thick and much more I do feel left out
as a you know a proud bald man here but
you know I'm not gonna buy a hair dryer
so fair enough
couple things that intro is not that
great there are some questionable items
in there I would say if there was an
image of Ellie here that would be cool
my hunch is this site is owned by male
and that's probably why the copy is so
terrible here as I scroll down I do
appreciate you know the way it's divided
up here best hair dryers reviews by type
and blow-dry information that's great
you clean up the copy here and then it's
fine
one tiny note I feel like the text is a
little bit small so not a huge issue but
text to small kind of hard to read a
little bit hard to read there's a lot of
white space which I appreciate however I
think they can make the font larger
especially for like headings right here
there's no reason for this to be you
know whatever this is like an eighteen
point five or something like that let's
see what that is if we can thirteen
points so this is like thirteen point
font and it's a heading right no reason
for this to be thirteen point that means
this is probably like twelve too small
as we scroll down we hit a section that
I like what I look for in the reviews
there's a cute little girl and they note
the cute little girl isn't me
but I had to include it on the website
they talked about a couple items that
Ellie looks at so longevity price levels
and they they mention you know sort of
the Rangers then look at the power and
the options okay great
that seems fine it's really good to have
this sort of about section here and it's
good to describe what they are looking
for in the reviews it'd be great if they
were able to mention we tested we bought
the hair dryers we actually turned them
on and saw and felt them in our hands
and we tested them
she doesn't indicate that that is okay
you know most people don't buy all the
products but they're sort of indicating
they've done a lot of research but
they're not actually backing it up by
saying they tested it that's okay a lot
of people don't buy him but it would be
great to have that again it would be
really good to have you know a couple
hair dryers right if if Ellie
in fact researched and eventually bought
a hair dryer she would have one she
should have a picture of the hair dryer
she selected wouldn't that make a great
story it's not on here and it looks like
they don't know and any hair dryers okay
one thing I frickin hate is this
scrolling okay it's one of those themes
that Scrolls fast so it's like an
inconsistent scroll speed alright now
where it will be convenient hold on for
a sec I'm going to scroll fast because
look at all this garbage that they have
the rest of it okay there's too much
stuff buying information that's cool you
could have that there there's a couple
buying guides here best of the best but
that's too many one two that's nine
choices right there
okay stick with me here there's nine
choices in that buying guide section and
then the top 20 blow-dryers okay and
there's closing thoughts so here is the
major problem there are too many choices
on this page in fact I thought about
that and I thought hey how many links
are on this page so you use this cool
tool called SEO quake it's a free plugin
you can check it out and I just looked
at page info so it tells me the title of
the page meta keywords meta description
in the internal links and the external
links so get this there are 82 internal
links 82 different choices to make on
the home page to go to another page on
the site no one is gonna make a decision
on that right they're gonna scroll down
they'll see a little bit so my hunch is
that you could probably make this page
maybe 25% of what it is right now if you
cut it down by that much you're gonna be
in much better shape so and there are 10
external links so 92 links total on the
home page way too many options and one
thing I want to point out is the traffic
so this is SEMRush this is a you know
full membership here it's a fantastic
tool for keyword research I am an
affiliate I'm gonna place my affiliate
link in the description you can get like
a 7 day trial if you purchase through my
affiliate link I'll get a commission I
truly would appreciate it if you you
know if you use my affiliate link the
information you can get is fantastic so
I'll just give you a sneak peek here so
you could put in a website and then
you'll see the estimated organic traffic
per month so this is 460 that's not very
much but that is you know at this point
in February
20:18 and typically this is pretty low
it's a low estimate and a lot of times a
site will get you know two three four
times the amount of traffic as what is
listed why is that it's because there's
a lot of longtail keywords that the site
is ranking for and getting traffic for
but semrush is only taking a subset the
higher you know higher local monthly
searches so quickly we can take a fast
look at the top organic keywords and
here's where it gets super interesting
so they list the top five keywords that
it's ranking for based on volume in the
position in Google and you can see is
actually ranking in the top eleven four
five terms for some significant search
volume you know us five ninety three
ninety seven twenty and thirteen hundred
this must be a specific product and what
you can do is say like look at the full
report here
now you know we see that the traffic was
pretty high at one point in May of 2016
and then it's dipped I don't know why it
could be due to some sort of a Google
update it does seem to align with this
Google update icon here you know it is
getting some traffic though and what you
can do with SEMRush is you can see all
these keywords and it's a great way to
take a look at your competition and
maybe some keywords that you could
potentially rank for you can literally
download this full list by hitting
export right here so I'm not going to go
too deep into that since we're
critiquing the site but it gives you
great insight into your competition the
keywords and that sort of thing
back to the task at hand the about page
alright so the about page I mean they're
using a theme with a big ass you know
kind of featured image at top there's
just so much wasted space I would just
get rid of it right
no one cares no one cares about that
picture they say about me and this
website so I'm not gonna read the whole
thing but I encourage you to take a look
and see what you think of it basically
they spin a tale of why they created the
site it's nice it's a fine story what I
would love to see is a picture of Ellie
bright one thing I noticed is they don't
actually say her name is Ellie on here
again it just says you know they've
investigated things they say they don't
have the expertise of a hairdresser they
have the opportunity to take a
perspective of trying to figure out how
to manage massive mane of hair again a
problem I've never had and the thing is
here when you are talking about trying
to figure out how to pick a hairdryer I
mean just having a couple images of you
using a hairdryer would go a long way in
the form of credibility and just being
authentic right so I think they missed
the mark on you know looking authentic
but the story is fine it's okay now one
thing I'm gonna take a look at and we'll
notice it right here so they have the
navigation on the sidebar here so they
have best picks and they have a buying
information okay so let's look at the
buying information take a look at
hairdryer attachments okay
attachment issues and as we scroll down
we see there's some good information to
talk about the most important hairdryer
attachments
they talk about spreading love paying
attention using a concentrator other
attachments
if they actually used the terms right so
from a Content standpoint they've
screwed up they made a dumb mistake here
so this is a key learning point they're
not using keywords and the subheadings
okay so they should have used diffuser
in the spread the love so they're
spreading the heat they're describing
what's going to happen when you use a
diffuser however they're not using the
word diffuser in the subheading that's a
just a bad mistake it's a dumb mistake
that they made again pay attention or
concentrate the concentrator attachment
is really what they should have used
this subheading they're trying to be
cute they're trying to be clever but it
turns out from a content SEO on-page SEO
standpoint they should use the words
that are most important in the
subheading right
really good opportunity missed again
other attachments they could use sort of
the same idea and unfortunately again
and again and you'll see this fast
scrolling thing throughout the site it's
just it's not good
okay the difference between cheap and
more expensive so again this is in the
hairdryer buying info so again they're
kind of not doing a great job with using
the keywords in the subheadings and
here's the biggest thing right so they
have this whole list of hairdryer buying
information attachments cheap versus
expensive handling heat elements
material power bonnet and sit under
guide this is all part of a buying guide
it is great information they could do a
couple tweaks right they could do a
couple tweaks use some keywords and
subheadings maybe add some images in
there
keyword rich images by the way so the
filename would potentially have a
related keyword they could probably put
YouTube videos I mean there's so many
like beauty YouTube videos
I don't watch those but I know they're
out there and they could put all that
information all those different rich
media things into a big ass buyer's
guide that is like thousands of words
long but guess what this particular
Paige only has a thousand words right so
it's a thousand words and let's assume
the rest of them have a thousand words
too if they put together the best buying
guide and there are one two there's
seven here they'd have seven thousand
words just in the buying guide okay so
if they put seven thousand words in the
buying guide it would be thorough all
the information would be on one page and
it would be fantastic to put that in the
you know Best Overall hairdryer you know
perhaps so just quick learning point the
big takeaways on this use your keywords
in your subheadings right don't try and
be cute don't try and be clever when
you're scrolling you want people to like
or when a reader scroll you want people
to understand what you're talking about
in the section right nobody wants to
hear your you're cute jokes
all right next the best hair dryers for
frizzy hair so again huge image not my
favorite here's the problem it takes a
while to get to the copy if they had the
information further up someone can read
a little bit more and get more
information from it so they have a
decent intro they try and tell a story
again you know from my perspective it's
pretty clear they hired someone to write
this content it's not actually this
fictitious person named Ellie they
created the site
and I think if you read several of the
posts you'd probably find that it may
not match up well particularly if they
they got multiple writers or something
like that so as we scroll down they just
go right into the top five dryers so
here's something interesting so they
have the top five dryers and then they
have a mini-review
they have an image of the dryer okay and
it's hard for me to scroll because of
the speed thing so it kind of goes past
where I'm trying to go so they have the
full review a link to the full review
and then they have the check price which
of course goes to Amazon one thing I'll
note it's hair dryers oh four is the
their tag ID so that's at the very
bottom of the screen right now as I
scroll down again we see full review for
this other you know 2001 model and then
they have hair dryers oh four and I'll
tell you why I'm noting it in a second
because we're going to take a look at
another review or two and see if they
use a different tracking ID right so if
they use a different tracking ID it
means they're able to see which pages
are converting they're able to see if
people are actually converting on these
buttons or not
this image right so these images go to
the review the specific review and as we
scroll down we see this is actually not
a good piece of content so there's a
little opening here probably a couple
hundred words max and then each one of
these is probably like 50 to 100 words
something like that many review not much
information but you could get people
that are in a hurry you know clicking
over over to Amazon once they're on
Amazon they're cookie they're good to go
now let's take a look at the full review
for this rusk weightless professional
blah blah blah so as we scroll down we
see this is a little better right they
don't have a
image at the top they have a quote and
you get to the meat of the review the
intro faster and just taking a look
so huge image we have a by now I find
that by now is slightly aggressive you
know that that could be okay if it's at
the very bottom but you know my take is
you know button like that is pretty
aggressive I maybe I just want more
information maybe I want to see the
pricing or something so I think maybe a
text called action could be better you
know see the Rusk weightless on Amazon
to check pricing something like that but
by now I'm like I don't know I haven't
even read the review yet a little
aggressive in my opinion they've done a
much better job using keywords in the
actual subheadings here so high power
they're talking about you know certain
aspects of it the features right they're
going through the features now it's
pretty short I gotta be honest it's
fairly short here I can just see each
one of the sections doesn't have much
information and as we see details price
and customer reviews check Amazon so in
each case I I see all of the tags or
hairdryers oh four minus 20 so that's
interesting to note and they do have
related reviews here and then sponsored
links here so Related reviews goes to
other reviews and the sponsored links go
straight to Amazon so they're trying to
you know denote that which is you know
respectable good thing to do they're
calling out the affiliate links
as we take a look at we'll look at one
more review here and by the way before I
go on let me know in the comments do you
have any observations so far do you
think they should put you know longer
form reviews for each one of these and
you know in my opinion let's just take a
look with SEO quake the the key or sorry
the length so the this review this
Remington review here 800 words alright
so 800 words not much information this
quote I want straight hair but please
don't eat my head
I don't know what that means I don't
know where where the quote is from I
think they should probably note that if
that's a quote from someone or something
as I scroll down let's just look at the
intro here when I was a kid my mother
had a shirt she loved she used to talk
about it all the time and she would wear
for special nights out I remember it
being long and very flowy and I remember
her talking about it being silk all the
time that's what I think of when I hear
the word sir
silk well either that or spiders I don't
think about silk when you're referencing
hair dryers though
the Remington blah blah blah silk
actually uses silk to help you get
smooth and frizz free hair which is
something everybody wants from their
blower okay so what do I think of that
intro I gotta be honest I wasn't sure
where they were going and I was a little
bit curious what the hell they were
talking about so from a curiosity and
copywriting standpoint not too bad from
the you know technical aspect of like
the way they structured it and like the
the sentence structure and all that I
don't know it seems fine a couple
shorter sentences to get started
longer sentence at the end so that's
good I like that sort of cadence in the
writing as we scroll down we still have
to by now don't love it a little
aggressive I think it's just short it's
just a short review and my take is the
number of affiliate links that they have
here is appropriate for the link I get
that question quite a bit how many
affiliate links should I put in so here
we have a Buy Now so that's cool
not too bad the image is not an
affiliate link okay so it's not an
affiliate link and then we have an
affiliate link in the text I like text
links so that's not bad and then we see
one more here so 800 words they have one
two three affiliate links in the body of
the text but then when we scroll down
they have one two three four more all
right so the seven total that's about a
little over or sorry a little less than
one affiliate link if I've counted
correctly per hundred words right so
that's acceptable I think it's a little
high for my taste and here's the thing
they're probably not getting a huge
click-through rate on these maybe not
worthwhile to have them I'm not sure if
someone is interested in this specific
hair dryer
seeing other related reviews may be good
enough you may get a person to click one
of these every now and then but my hunch
is is probably not a huge conversion so
okay overall I would say this site is a
decent attempt at you know an affiliate
site I think they've done some great
things as far as having like strong
branding and a good looking you know in
general a good looking homepage I think
some of the tweaks that they can do are
around especially on the homepage are
around you know shortening it there's
just way too many choices on there no
one's gonna look at 82 links and make an
informed decision chances are they're
looking at the first few links so just
get rid of the rest you're just wasting
space there and diluting you know all
the links use coming to your home page
from an about page perspective add some
images on there try to make it look more
authentic it's a reasonable story you're
explaining why you know the site's there
but if there's no pictures there's not
even one hair dryer on there I mean this
kind of be acid next part is and the
biggest screwup that they did is they
have this whole buying dryer hairdryer
buying info section and it's all like
separated if they just put it all
together they'd probably get way more
traffic they probably rank for a whole
lot of stuff it's just you know longer
form content that serves a specific
searcher is gonna do better they're
gonna get a lot more longtail traffic so
I think they made a big mistake on that
secondarily they tried to be cute with
all their subheadings you know I would
blame probably the writer but it's not
their fault right the writer is trying
to write something interesting they're
not an SEO expert so keep that in mind
if you're hiring a writer you don't want
them to be an SEO expert you want them
to be a good writer and you're the
marketer right you own
like how this stuff is organized so if I
got this article back I'd say hey I like
how you know you're trying to be
creative don't do that
place those creative ideas in the copy
not in the subheading this the
subheadings need to be a little bit more
you know straightforward they need to be
just describing what's in the copy below
you don't want to make someone guess
what's going on we can see on the
overview of their SEMRush report that
this rusk weightless their ranking tenth
for a fairly well search term and when
we look at that review somewhere when we
look at that review it's short also
right so all they would need to do is
like double or triple the amount of
content on this specific post and they
would probably get way more traffic and
when you look here they would probably
rank higher right even if they only
moved up a couple of positions they
would still attract more long-tailed
traffic because there's more words on
the page right they're just gonna get
more traffic if they add more words on
the page now it does need to be
well-written you can't put garbage on
there but when we look at the weightless
review here there's like one two
sentences for the mid gray to high power
like you can definitely write more
specific information for these so let me
know your thoughts what did you like
what did you not like about this don't
forget have a look around at the other
tear downs I go deep on a lot of these
and really want you to take a look and
get a look get a feel for some of these
other sites out there I'm Doug
Huntington we'll see you next time on
Tuesday tear downs
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