We Roasted Iterable: Stop Marketing Like It's 2015
A growth marketing platform stuck in a previous growth era.
On the grill this week
Iterable
iterable.com
Roasted by
Yaron · Ben
S124:54
In this episode
Iterable's own homepage says stop marketing like it's 2015, and then we opened their blog. It is extremely 2015 in there.
A DR 77 brand settling for 20K organic visits when we reckon 80 to 100K of relevant traffic is sitting on the table.
Their number one ranking push notification article is a wall of text with no images, no CTA, and not a single mention of the product.
We found product pages whose in-content call to action sends visitors backwards to blog posts, moving people up the funnel instead of toward the demo.
The flashing browser tab lights, the every-click-opens-a-new-tab trick, and headers styled the same size as body text nearly broke us live on air.
The roast scorecard
Iterable
iterable.com
DFinal grade
show avg · C+
FDCBA
On the grill:Readability & designCTAs & funnelsInternal linking & anchorsAuthor pages & attributionTitles & meta descriptionsSite speed & performanceNavigation & site structure
Key findings
The homepage and product pages never plainly say what the tool does. We had to decode a product screenshot to figure out it's an email and cross-channel marketing platform.
Top-ranking blog posts are unformatted text blocks: H3s render at paragraph size, links lack contrast, and there are no images or in-content CTAs to capture the traffic.
Janky, jumpy rendering across the site points to core web vitals problems Google won't love.
Two overlapping SEO channels, blog and resources, with redundant subcategory slugs baked into the URLs for no benefit.
Misleading internal anchors, like cross channel marketing strategy linking to a benchmark report, plus duplicate links from one page to the same target.
No author pages, and meta titles auto-append the brand name until they run too long.
Top action items
1Redesign the blog: real header sizing, images, spacing, and a sticky table of contents you already have the technology for.
2Add CRO elements (demo banners, in-content CTAs) to the pages already ranking, since you're getting traffic and capturing none of it.
3Fix internal anchors to match each target page's main keyword and stop routing product page visitors back to blog posts.
4Add author pages, but leave the existing URLs alone even though the subcategory structure was a mistake.
What we learned (steal these)
Ranking number one is worthless if the page never shows your product or captures the visitor. Bounces will eventually erode the ranking too.
Every CTA should move visitors down the funnel toward the demo, never back up it.
Enterprise category-speak has a cost: if a human can't tell what you do from your homepage, neither can Google, and neither can the traffic you paid to attract.
Signed and grilled by
Yaron · Ben
SEO Bros · S1
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