Your traffic is flat, and you don’t have a budget to throw at the problem. What should you test first? And how do you get your boss to approve an experiment when you can’t promise it will work?

I put those questions to Jonathan Berthold , VP of Revenue at Ziff Davis, on The Search Engine Journal podcast. Jonathan is a longtime marketing strategist who works in both SEO and paid media.

We covered where to find bottom-of-funnel opportunities and how to keep a test small enough that it can’t take down a site. We also discussed how long to wait before judging a result, along with a gap he sees in both SEO and paid media: Marketers focus on generating traffic and overlook what happens after a user lands on the site.

[ 00:45 ] What To Test When Traffic Is Flat And Budget Is Tight

[ 02:44 ] Getting Leadership Buy-In For Experiments

[ 06:35 ] Testing Small Before Making Sitewide Changes

[ 07:37 ] How Long To Run An SEO Experiment

[ 09:00 ] How To Evaluate Paid Media Tests

[ 10:51 ] Landing Page And Funnel…