Week 20 building Convertify: the blog post I did not write

Week 20 saw Convertify's team focusing on improving their blog post without creating a new one. The team considered the competition between AVIF, WebP, and HEIC formats, but decided against writing a fresh landing page to capitalize on the head keyword. Instead, they opted to expand the existing post by adding sections, FAQ items, and internal links. This strategy aimed to concentrate authority on one page, with a new timestamp signal and fresh internal links.

The team also addressed a 30 MB PNG bug that had been haunting them for two months. After investigating, they realized there was no actual bug – a 24.5 megapixel iPhone Pro photo at full resolution was 4284 by 5712 pixels, and even after compression using PNG deflate, the file size remained between 25 to 40 MB. They decided against downscaling the user's photo or silently switching to a lossy format, as it would compromise image quality.

In the past two weeks, the team's hard work paid off as they observed a significant increase in traffic. Their Google Search Console (GSC) data showed a 77% week-over-week increase in impressions, with positions improving from 52 to 42 on average. Although the baseline impressions were lower on Bing (942) compared to Google (787), both channels showed positive growth. The split between Google and Bing was normal for a young domain still in the sandbox, and Google was still auditing the site.

Overall, the decisions made that week – not writing a new blog post and not fixing the 30 MB PNG issue – proved to be the right call. The scoreboard indicated progress, and the team was optimistic for the upcoming week, where they planned to demonstrate a YouTube demo on HEIC to JPG conversion on iPhone, and share a unique Qwoted pitch using benchmark AI-citation data.