We came in calm. The header hierarchy tested that immediately.
On the grill this week
ZenZap
zenzap.co
Roasted by
Yaron · Ben
S2 · E340:39
In this episode
ZenZap builds work chat for the AI era, but its blog is busy helping people ace Walmart, welder and lifeguard interviews.
We counted 343 blog pages out of roughly 360 on the whole site, and almost none of them have anything to do with the product.
Their most viral hit teaches you how to tell if someone blocked you on iMessage, which got over a thousand clicks from exactly the wrong audience.
They spent real money on a sponsored entrepreneur.com backlink while the content strategy underneath it was actively dragging the site down.
Ahrefs flagged the content's AI level as very high, and we called this one of the most textbook content strategy failures we have ever roasted.
The roast scorecard
ZenZap
zenzap.co
No grade issued on air
On the grill:Topical relevance & driftHeading hierarchyKeyword strategy & mappingTitles & meta descriptionsAuthor pages & attributionInternal linking & anchorsBacklink profile quality
Key findings
The main menu items render as headers on every page and customer names are tagged as headers too, burying the real H1 deep in the HTML.
Blog posts carry multiple H1 tags, broken overlong meta titles, missing meta descriptions and no authors anywhere.
The blog is packed with interview question posts for Walmart, McDonald's, welders, lifeguards and web developers, none of which relate to a team chat product.
Older content is orphaned: you cannot reach the 2024 posts from the blog section at all, yet Google still finds them.
The integrations are powered by Zapier rather than native, and the integrations page makes you click again just to see them.
Top action items
1Clean house: remove or redirect the irrelevant interview content instead of letting it define what AI thinks your site is about.
2Rebuild the content strategy around your actual ICP, starting with bottom of funnel keywords, listicles and comparison pages against Slack and the other giants.
3Fix the header structure so menus and customer logos stop rendering as headers, and standardize meta titles, descriptions and tables of contents.
4Add real people to the site: authors on articles and a team on the about page to build some EAT.
What we learned (steal these)
Traffic that ignores your target audience is padding, not progress. A thousand clicks from people dodging their exes helps you exactly zero.
Whatever dominates your site is what AI decides you are about. If 90 percent of your pages cover interview questions, you are an interview site now.
An expensive backlink cannot rescue a broken content strategy. Fix the foundation first, then spend on links.
Signed and grilled by
Yaron · Ben
SEO Bros · S2 · E3
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