We Roasted WiseStamp: The Coolest Email Signature Tool
Great product, and a website that signs off too early.
On the grill this week
WiseStamp
wisestamp.com
Roasted by
Yaron · Ben
S128:00
In this episode
A DR 77 site pulling around 300 thousand clicks, and our main question was: what is any of this traffic actually for?
We found Martin Luther King quotes ranking in position nine on an email signature website, and yes, we had questions.
Their free signature generator is their best page, proof that a genuinely useful free tool beats a hundred blog posts.
The March 2024 update bit them, they told us they lost 15 to 20 percent of their traffic, and the off-topic content is our prime suspect.
We found a banner that looks so much like a Google ad that we scrolled right past it, then pulled up Superside to show what a real sticky banner looks like.
The roast scorecard
WiseStamp
wisestamp.com
BFinal grade
show avg · C+
FDCBA
On the grill:Topical relevance & driftCTAs & funnelsAuthor pages & attributionKeyword strategy & mappingHeading hierarchy
Key findings
Large chunks of the blog target topics with no connection to the product: dark mode Chrome, social media marketing, MLK quotes, work from home business ideas.
High-traffic pages have no CTAs at all, no buttons, no sticky banners, so hundreds of thousands of clicks convert almost nothing.
Authors have no pictures, no clickable profiles and posts hide their publish dates, weak E-E-A-T for a site this size.
After the March 2024 update they dropped from position four to eight on 'email format', a big keyword to lose.
A CMS quirk tags 'do not share my personal information' as an H2 on blog posts.
Top action items
1Own everything related to email signatures first, all the bottom-of-funnel how-to and management keywords, before touching broader topics.
2Add CTAs and sticky banners to every well-performing article and make them look like part of the brand, not a display ad.
3Add author profiles with photos, bios and visible dates across the blog.
4Reassess the content strategy before deleting off-topic posts, and use pages like the MLK article to internally link into the relevant holiday marketing category.
What we learned (steal these)
Traffic without strategy is a vanity metric. Position one on a 100-volume keyword that converts beats position one on a 10,000-volume keyword that does not.
Google's helpful content updates punish topical drift. If a post has nothing to do with your niche, quality alone will not save it.
Deleting content is riskier than adding it. Test whether off-topic pages bring leads before you cut them, and mind your internal links when you do.
Signed and grilled by
Yaron · Ben
SEO Bros · S1
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