10 Content Lessons From Print – Best SEO Podcast 325

There are many great lessons we can learn from print, especially if you imagine submitting your web material to a major, national publication. From research, to specificity, to digestible bits and diversity, good content carries over from print to web and back again.

Podcast Potato Highlights…

  • Zuckerberg’s recent Hack
  • Ransomware vsTrojans

  • Computer bugs in your car’s electronic braking system

  • Snapchat Outranks Twitter

2016-06-08 Podcast 325

 

[0:00:00]

 

 

Chris:                  Hi and welcome to the SEO Podcast Unknown Secrets of Internet Marketing. My name is Chris Burres, owner of eWebResults.

 

Chuck:                I am Charles Lewis, your Client Results Advocate.

 

Chris:                  Welcome back to another fun-filled edition of our podcast. This is podcast number —

 

Chuck:                325.

 

Chris:                  323, as I look over my shoulder to see it. This is the culmination of a long series of podcasts.

 

Chuck:                That ended up at 325.

 

Chris:                  325. As always, there is a tip from our previous podcast, and that tip is have continuity from search results page to landing page to CTA.

 

Chuck:                Yeah. Look, at the end of the day, you want to present a consistent message from search all the way to lead capture. That way, that user experiences the same thing and they get exactly what they’re looking for.

 

Chris:                  That is another great tip. Please remember, we are your friendly local neighborhood —

 

Chris & Chuck:  Top Position Snatchers!

 

Chris:                  And our mantra is —

 

Chuck:                Do not be a douche.

 

Chris:                  I forgot the please remember, we’re filming at Houston, it felt short, right?

 

Chuck:                Yeah, I was about to bring it right back to you.

 

Chris:                  Hey, we’ve got a great article for you.

 

Chuck:                You still skipped it. We’re filmed live, here in Houston, Texas, 5999, West 34th street, Houston, Texas.

 

Chris:                  Hey, we’ve got a great article today, and that article is —

 

Chuck:                Punch in the face to Julia McCoy, she’s the young VIP editor over there at SEJ, she always publishes good content, and she posted this today, “10 Valuable Content Marketing Lessons We Can Learn From Print”, so we’ll dig into that in just a minute.

 

Chris:                  Excellent. So if you’re in a position to and you have some sort of electric device, similar to this or the watch that Charles was tapping on, what should they tweet?

 

Chuck:                You should tweet us. Tweet us, use the #SEOPodcast, tag is #325, and then tag us in it, @BestSEOPodcast @eWebResults. That way, we can follow you back and do all of our social networking stuff.

 

Chris:                  If this is the first time you’ve listened to the podcast, howdy, welcome to the podcast. We’re glad you could join us. We’ve got a little bit of potatoes to get through.

 

Chuck:                Glad to see. We don’t really see you, but glad to have you.

 

Chris:                  You can see us actually. This is filmed live. It’s great that you’re joining us and we’ve got to get through a little bit of potatoes and then we’re going to get into some meat. And if you’ve listen this podcast before, you know what we’re going to skip, because we are going to skip something. The way it works is if we get 10 shikos.

 

Chuck:                Shikos: shares, likes and follows. That is our eWeb coined term for social engagement, shiko.

 

Chris:                  Right. To say share, like and follow all the time, it’s just so passé. So now, it’s shiko. If we get 10 shikos on any one of our social media platforms and we get a review, then we don’t tell you how you could go leave a review, we will tell you how you could engage with us.

 

Chuck:                Yes, definitely.

 

Chris:                  And we make it simple. You could do things like go to Facebook.com/–

 

Chuck:                eWebResults

 

Chris:                  YouTube.com/–

 

Chuck:                eWebResults

 

Chris:                  Twitter.com/–

 

Chuck:                eWebResults

 

Chris:                  Instagram.com/–

 

Chuck:                eWebResults

 

Chris:                  LinkedIn.com/company/–

 

Chuck:                eWebResults

 

Chris:                  And I think that’s all of them. All of those will get you to our profile page. What you can do is shiko us on that page.

 

Chuck:                Yeah. Share, like or follow our content.

 

Chris:                  All of that good stuff. Hey if you’re a PHP genius or WordPress guru, we’re probably looking for you. Go ahead and submit an audio résumé.

 

Chuck:                I feel like we need one of those posters with Uncle Sam at that moment.

 

Chris:                  We would need them.

 

Chuck:                Yeah, exactly.

 

Chris:                  The phone number for that PHP position and WordPress guru position, 713-510-7846. If you want a free, comprehensive website analysis, we have one for you, and maybe even your clients. All you need to do is go to eWebResults.com. There is a big green button that you cannot miss, and just click it and follow the instructions. It’s a form, you can do it. Do we have any Algo Cat today?

 

Chuck:                No Algo Cat today.

 

Chris:                  We do not have any Algo Cat. We do have some “what” news, we’ve got to remember that.

 

Chuck:                I do have “what” news?

 

 

Chris:                  I do.

 

Chuck:                Okay. I don’t have any “what” news.

 

Chris:                  I’ve got some news. Let’s do the PITF first. This PITF goes to Craig Anderson. Punch in the face to you.

 

Chuck:                Punch in the face to you Mr. Anderson.

 

Chris:                  He signed up for our newsletter and I just thought I’d reach out to him, say hey, you’ve got any questions or whatever? He’s with genesisgroup.com, they do mostly civil engineering projects. Civil engineering is one of those, when you’re dealing a lot with the government, people tend to argue that they don’t really need a Facebook, a website, internet marketing strategy.

 

Chuck:                “We don’t need this, we don’t need that. I’ve got a real work with the government, I have a referral source.” I would argue that, you still need some representation specifically for your company.

 

Chris:                  And you start with a credibility and reliability, and they have that, it’s a nice looking website. But those jobs are so big that if you just get one in the next 2 years, then it’s going to be worth all of your online marketing. So you can either pay for the website and let it sit there and serve its purpose which you can’t really define, there’s a lot.

 

Chuck:                Yeah, a brochure.

 

Chris:                  Yeah, or you can pay for ongoing internet marketing and eventually pay for the whole thing. So anyway, Craig Anderson, great chatting with him, thank you.

 

Chuck:                Yeah, the Twitter question, you want to catch that today?

 

Chris:                  Yeah, I do. I’ve got this Twitter question. This is from Dylan Dooms [Phonetic], and it says “how can I best optimized SEO on Adobe Business Catalyst.

 

Chuck:                Great question, Dylan Dooms [Phonetic], great question. Adobe Business Catalyst, looked at it before, it’s kind of what a web design platform that you can build multiple sites on, got a lot of features, things of that nature. But the one thing about Adobe Catalysts is that it works directly in HTML, and so you can use Dreamweaver and edit your pages using whatever HTML coding you like, you’re not stuck with any templates. With that being said, follow best practices when doing your SEO, because you’re still in HTML, so you can add titles, you can add meta, you can add headers, you can add out-tags, you can do all of the on-page kind of basics that are necessary to have a well published, optimized page. So follow best practices in the HTML section of Adobe Business Catalyst.

 

Chris:                  And maybe one of the challenges is that, so like in WordPress, you’ve got the ability to use store, whatever.

 

Chuck:                Plug-ins, yeah.

 

Chris:                  So it really kind of walks through some of it.

 

Chuck:                Does some of the stuff for you and kind of tells you how well you’re doing and how well you aren’t doing it. And Catalyst, you just need to know. You don’t know what your density is unless you go and figure that out, you don’t know if your meta description is too long unless you go and do the math and figure that out. By doing it in a situation like Yoast with WordPress, then Yoast is good enough to just tell you, it’s been designed to tell you “hey, this is too long, this is too short, make this adjustments, you’ve used this keyword before, don’t use it again.” So that’s some benefits to using a plug-in powered SEO package versus doing a kind of manual, and I believe in Adobe Catalyst, you may have to do that manually.

 

Chris:                  What you could use is SEO Quake, right? So get your page, get it live, use SEO Quake on that page.

 

Chuck:                To kind of judge it and then go back and make some adjustments.

 

Chris:                  And it will give you some guidelines, yes, absolutely. Thank you Dylan Dooms [Phonetic] for that question.

 

Chuck:                Hopefully, that helps.

 

Chris:                  Sent to us from Twitter. I do have a little bit of news, and my news is Zuckerberg had his Twitter, LinkedIn, and Pinterest hacked. The article I read was like “he’s kind of lazy as it comes to security because there is 2-factor authorization on each of those platforms, he has clearly opted not to use the 2-factor.” They think maybe linked to the LinkedIn hack that happened in 2012, so potentially, he hasn’t changed his password until then.

 

Chuck:                Yeah, I can imagine, if I’m a hacker, and I get millions of LinkedIn accounts, that’d probably suck. How long has that been like that?

 

Chris:                  Forever.

 

Chuck:                Really?

 

Chris:                  Yeah. You should pick up a new one.

 

Chuck:                And I get plenty of LinkedIn account, and one happens to say Zuckerberg, then I’ll obviously going to go sign in.

 

Chris:                  You’ll sign in everywhere. See if I’ve got whatever.

 

Chuck:                We tried this account with Bank of America.

 

Chris:                  Yeah, to kind of find out. I wouldn’t do anything.

 

Chuck:                Just want to let him know that hey, this account works with that one.

 

Chris:                  I just want to know what a billion dollars looks like in a bank account. This is interesting, Ransomware is outpacing banking trojan. So banking trojans are software that get on your computer, find your banking password, track it when you’re logging in through your browser. And then Ransomware is just gaining attraction.

 

Chuck:                Yeah, holding your computer hostage.

 

Chris:                  Yeah. Holds your computer hostage, you’ve got to pay it. You pay by bitcoin. So even if I get your banking stuff, I’ve got to get legitimate bank dollars into another legitimate bank and that’s a lot easier to track than “hey, pay me in bitcoins.” And oh, by the way, a university in Canada just paid $20,000 to get all of their stuff unhacked.

 

Chuck:                That’s a tough situation to be in, because it’s not guarantee that you’re going to even get it back.

 

Chris:                  Yeah, not guaranteed you’re going to get it back.

 

Chuck:                And you’re definitely not getting that money back.

 

Chris:                  Yeah, there’s a no refund policy when it comes to Ransomware. And this I thought was interesting, bug breaks Lexus’s ability to do directions, digital radio, and climate control. That just makes me nervous, right?

 

Chuck:                It sucks.

 

Chris:                  Like it’s a bug, they updated it, and now I don’t even have NAV AC.

 

Chuck:                Yeah, and as much as I love Lexus, I own Lexus, right? I recently learned about mine, it’s the GS 300, my specific model has a fully electric braking system. Didn’t know that until I needed some brake repairs recently. I would hate for a bug —

 

Chris:                  …to randomly apply brakes or not allow the brakes to work.

 

Chuck:                Come on man!

 

Chris:                  That’s nerve wrecking. And then more and more cars are doing auto-steering, and they’re like yeah, you’re auto steering but you have a bug.

 

Chuck:                She got a bug. What if your car runs out of storage and says you can’t get the firmware update. Like how does that work?

 

Chris:                  What happens during buffering?

 

Chuck:                Yeah, like I can’t make left turns. Too many unknowns.

 

Chris:                  Yeah, a title nerve wrecking. Alright, so we do have a…

 

Chuck:                I’m going to let you proceed, but that’s just how I know that’s not for my generation, because my generation is too focused on unknowns. Meanwhile, my children’s generation for example, teenagers, they care less about unknowns.

 

Chris:                  Yeah, that’s sounds really cool. We’re going down that path.

 

Chuck:                They’re lazy. I don’t have to drive, that’s all that matters to them.

 

Chris:                  I like to drive.

 

Chuck:                Yeah, I prefer to be in control frankly.

 

Chris:                  Alright. So do you have any PITFs or anything?

 

Chuck:                No, I didn’t have no PITFs. I did have one bit of news.

 

Chris:                  Okay.

 

Chuck:                One piece of news and I thought this was relevant and worth bringing, which is probably going to be an addition to something we moved forth. So Snapchat outgrew Twitter.

 

Chris:                  Wow! Okay.

 

Chuck:                Let me stop with that headline, just meditate on that for a minute.

 

Chris:                  So it has more users than Twitter?

 

Chuck:                According to Bloomberg news, 150 million people use Snapchat every day which surpasses the average 136 million active daily users by Twitter.

 

Chris:                  Wow!

 

Chuck:                And I can totally see it. Every third person I’ve talked to about social media has asked me to follow them on Snapchat. “Chuck, have you seem my Snap. Bro, did you see me on Chat?” I was in a barber’s shop the other day, he was Snapchatting my haircut, and I listened to him, he literally said I just finished up my boy Chuck’s Snapchat, and he videoed it, and that went out to his people, and I sat there on the chair like that was kind of cool. I understand why you did that. So stay tuned, in the next couple of weeks, Snapchat would be added to our list.

 

Chris:                  The last time I looked at it, it really felt like it was more like a one-on-one conversation platform.

 

Chuck:                It is. So one-on-one conversation driven by groups. So understand that. We get us a group of followers and we post this conversation, it’s still one-on-one to each person who individually reads it, I just posted it to a group.

 

Chris:                  Oh, so they can reply individually and the others wouldn’t see it necessarily.

 

Chuck:                Exactly.

 

Chris:                  So that makes it interesting.

 

Chuck:                Yeah, gives you some great one-on-one follow-up with people, great opportunity to be really engaging, great opportunity so build relationships. I totally get it, and I understand why it’s popping like that.

 

Chris:                  Very interesting. Alright, so we do have a review. This review is from Brian Harris punch in the face.

 

Chuck:                Brian Harris.

 

Chris:                  I had a great conversation with him today. Let’s see, he says “I have learned a lot in the past month.”

 

Chuck:                Hold on. First off, this review is —

 

Chris & Chuck: 5 stars!

 

Chris:                  I’m just skipping everything today, right? “I’ve been listening to the podcast for about a month and I’ve learned a lot.

 

Chuck:                Oh, new listener.

 

Chris:                  Yeah. “I’ll admit, I didn’t really get the flow that y’all were creating at first, but after about 2 episodes, I’m really digging the show and how y’all keep it fun. Hit me up when you want to put your feet in the sand along the Alabama Gulf Coast.” He’s with Harris Properties.

 

Chuck:                In Alabama? You’ve got properties in Mississippi? Holla at me, we’d be in Mississippi, Gulf Coast, July 10th to the 14th, so I won’t be in the office for any clients who are tuning in right now. What up? We will be there.

 

Chris:                  Excellent.

 

Chuck:                He maybe we have some activities we can go do.

 

Chris:                  Yeah, he is in just Alabama.

 

Chuck:                Oh, just Alabama, okay.

 

Chris:                  Yeah. But yeah, I think we’re going to help him. I’ve got a good proposal out to him, so we’re going to help him. Hey, that is the potatoes of the podcast, time to get into the meat.

 

Chuck:                Yeah, so like I said, “10 Valuable Content Marketing Lessons From Print”, and my good friend Julia McCoy and the good folks over at Search Engine Journal, posted this article today. So let’s get right in. You know print was one of those things that was here way before the internet, and unfortunately, I’m not going to say unfortunately, but prints won’t go away. At the end of the day, we’re still going to have billboards, we’re still going to have magazines, we’re still going to have some form of print. It’s just going to be like that. So there are some things we can definitely learn from it. So let’s get right in. She starts off by saying to improve your content marketing and ensure everything you publish online is exactly as good as the work in your favorite print magazine, then follow these tips. And I highlighted that because people in print spend a lot of time making sure that it’s right, there’s a lot of best practices in regards to font types and layouts and how content is structured. And so when we consider web content, there’s definitely some things we can pick up. First one she says is do your research, right? She says in addition to making your writing authoritative, research also allows you to write original, unique content that captivates your readers’ attention, and she’s absolutely right. You have to do the research, you can’t just start writing a blog post or writing a page of content or writing an article or writing a case study or working on an infographic or working on a video or storyboard. Whatever type of content it is that you’re creating, you’ve got to do some research first. You need to understand what it is you’re talking about, why you’re talking about this, get your facts straight. In order for the content to resonate with others, they have to understand that you have done the research first. Why? All because it’s easy to kind of recognize if the research hasn’t been done. At the end of the day, how many times have you read an article and after the first 3 lines, you start skimming because this sounds suspect. As soon as you read 1 fact that you know is incorrect, that article has lost all credibility, you’re not reading no more, you’ve just bounced and they may even get a negative comment depending on what this article was about. Research is that important, make sure that you do it. And I’ll tell you this, if it don’t sound right, if it’s bland or if it’s lacking detail, meaning I can go get the same kind of regurgled content from several other sources, then save your time and resources and don’t even post that. Do your research and come up with some original content.

 

Chris:                  Just share it on your social profiles.

 

Chuck:                Yeah, do them a favor and share their content, comment on theirs with your 2 cents. You have more value that taking your 2 cents and regurgitating what they already wrote on your own site.

 

Chris:                  I had a conversation with a prospect today and they had looked at one of our accounts, and Manning Pool Services, and asked, like where. And are a podcast listener, and asked like what was the genesis of the concept of creating “my pool flooded, what do I do?” article. I don’t remember the exact title.

 

Chuck:                What to do if your pool got flooded.

 

Chris:                  Yeah. And in our case, it was generated in-house, it wasn’t from the client. Hey, you might want to do this, although that’s one of the ways we get a lot of the ideas for the content we add to sites. This was generated in-house, it was generated as a newsletter initially. Our Content Results Specialist, glorious title, Daniel took it and said hey, this should get really good content on the site. So now, it’s evergreen content on the site. Yeah, put thought into it and make sure things happen.

 

Chuck:                Put some thought into it.

 

Chris:                  And then make them relevant.

 

Chuck:                Exactly. That’s what I was getting to. In that specific case, we’re here in Houston, Manning Pool Services is a client of ours, they service pools and we’ve been getting lot of rain. If you guys have been watching the news, you know that. So there were a lot of pools that were flooded. We began seeing a lot of search volume and other things related to what to do if you pool floods. So let’s add some content for that. That’s one of the benefits of dealing with an agency. Because if you’re internal, like if you work at said company, then you may be kind of in the trenches dealing with that, and you don’t recognize from a higher level other opportunities.

 

Chris:                  Content opportunity, yeah.

 

Chuck:                Exactly. So you work with an agency who can not only come up with the opportunity, go ahead and put it together and execute it and put it in place, and you can just go on with your day-to-day.

 

Chris:                  And they let you know it’s done.

 

Chuck:                Exactly. Number 2.

 

Chris:                  2.

 

Chuck:                She says seek to teach. And we’re talking about different things you can learn from print, in regards to your content. She says seek to teach, to keep your audience engaged and ensure the content that you’re creating is worthy of notice, you need to focus on being a teacher. She’s right. Look, anytime you can educate a reader, then they’ll surely engage with the content better. And I can tell you, once they feel educated, then the opportunity for that shiko actually happens. As long as they say I’m leaving this article and I’ve learned something, this actually was not a waste of the 3 minutes it’s taken me to read this.

 

Chris:                  And you have a strong call to action at the bottom of the article.

 

Chuck:                Exactly. Then I probably will share it, I will like it, I will follow you, I will tell somebody else to read it, I will comment. But as soon as you didn’t teach me anything, as soon as you tell me something that I could have got somewhere else, that I already got somewhere else, or in regards to our first point, you didn’t do your research and you probably tried to teach me something that was incorrect, then you get no shiko from me, you get a bounce from me, and that’s not what you want to do.

 

Chris:                  3.

 

Chuck:                Number 3. She says serve your content objective with personality. Julia, great point right here.

 

Chris:                  Oh yeah. Punch in the face!

 

Chuck:                Yeah. She says ensuring that the content you’re writing addresses a topic from an objective viewpoint. She said don’t present the same data over and over again from the same view point that everyone else is already seeing it from. If you’re going to do that, what did Chris just say? Share that existing content, just tweet about it, comment on it, and save the space. Save your time, save your resources. However, if you’re in a position to write your own objective viewpoint about it, then do that, stay away from the norm. Like for example, if you’re writing about something already written about, then choose an objective perspective that people haven’t heard, right? Find your spin on it, make it really relevant to your company, make it relevant to some of the pain points your people deal with. So that way, this same content that they’re used to absorbing has more of a spin on it that’s relevant to them, that’s relevant to your company and different from all of the other content that’s out there.

 

Chris:                  I think this is relevant. “I’m really digging the show and how you all keep it fun.” That’s delivering content with personality.

 

Chuck:                Exactly.

 

Chris:                  4.

 

Chuck:                Number 4. She says master your craft. Duh! She says in a world of print copy, every piece that gets published goes through several rounds of edits and proofreads, and by the time it makes it to the magazine, it’s flawless. She’s right. I’ve seen this era with content, I’ve seen this era internally, we put some stuff in place to fix it. I’ve seen it with clients, I’ve seen it in other places I’ve been. The fact that it’s online, it usually doesn’t get as much scrutiny as it maybe should, and therefore, it gets published quickly, mainly because you can edit WordPress. Once it’s printed in the magazine, there is no edit, it is what it is. So a lot of times, QC may get overlooked because people know they can just go back and change it. And what she’s saying is you want to make sure that the content that’s published is well written, that it is spelt correctly and that it’s free of grammar mistakes, because nothing ruins credibility like obvious mistakes and bad grammar and misspellings. I don’t care how much research you did, or how much fact checking you did or how original this post is or how objective your view point is, if it reads crappy and it’s written wrong, I’m not going to read it.

 

Chris:                  I’m not going to believe it.

 

Chuck:                I’m not going to believe it, you’ve lost all credibility.

 

Chris:                  I may actually read it and then not believe it or find everything suspect.

 

Chuck:                Exactly. So take some time to scrutinize your own content. Master your craft.

 

Chris:                  Number 5.

 

Chuck:                Number 5. She says be the authority. And it’s interesting. She’s talking about authority here, especially with the wow! wow!, Google Authorship days of the yesteryear. But being an authority here is still important. She says it’s not enough to be a good writer or to have published content in the past, instead, a print journalist will need to know the topic intimately and have a track record to prove it. She’s right. You’ve got to be an authority, you don’t pick up some print magazine and just audit and you read it, going into it not sure, you read it, understanding that yeah, this guy is an authority, I’m pretty sure the content in this magazine is correct. Look, users want to know that what they’re reading is the most authoritative content about that subject. Now how do you create that authority? If you want to be that authority, how do you do that? This is our eWeb edition to this content. Well, you do some speaking engagements, you can maybe do some demo videos, some testimonial videos, maybe you want to do some live presentations about the specific product showing that you know this product inside and out. Maybe one of the ways I kind of show authority in regards to our results is because we do these kind of videos for our clients and they get to see us interacting with analytics, and it lets them know that this guys really know what they’re doing.

 

Chris:                  [00:22:47] [Indiscernible]

 

Chuck:                Exactly. So you want to be that authority. Build yourself up so people can trust what they’re reading. If they don’t trust you, then they’re not going to read it, you won’t get any engagement.

 

Chris:                  One way to be the authority I think is her number 3 maybe, which is to teach. So when you’re teaching, you are the authority.

 

Chuck:                You are the authority.

 

Chris:                  Talking about speaking gig, same thing.

 

Chuck:                Or even that, that’s one of the reasons I do the class. So on top of the podcast, I teach a quarterly internet marketing class with the University of Houston Small Business Development Center, and that’s because they trust me as the authority to even bring this information to all of their members. And I am the authority. So it makes sense for us to do that. Number 6.

 

Chris:                  6.

 

Chuck:                She says specify, specify, specify. You have to get into the specifics man. She says including well researched, current facts, stats, and figures in your online copies is a fantastic way to make you stand out from a crowd and earn the attention it deserves. Look, people want specifics. She says your content goes to the curb if you use words like very, a lot, big, often or heavy, because these types of words don’t provide any specifics. Like how much is a lot? It’s very subjective.

 

Chris:                  We’ve got a client right now who’s just coming off of having a previous SEO person, and they said the kind of reports they would get was like “hey, how is my SEO doing?” And the response was “dude, you’re killing it”, and that was all they got.

 

Chuck:                That was the word. No, no, I need some specifics. Killing it to us means this main term moved to this position ranking.

 

Chris:                  You wouldn’t even be calling us to find out how your report is because the phone’s ringing so much, like you don’t have time. That’s killing it.

 

Chuck:                She wants specific. And look, using specifics is key to showing value, right? If you want people to value this article, then you have to use some specifics. Not to mention, it really makes for great link building opportunity. So if you’re doing these specifics and you’ve done that research, then take the opportunity to link out to where that research was. Great outbound link, it’s relevant to your content, and it’s part of the process. You’ve done the research.

 

Chris:                  A couple of experience.

 

Chuck:                Exactly. Link out to it. Number 7.

 

Chris:                  7.

 

Chuck:                She says fact check everything, like everything?

 

Chris & Chuck: Everything.

 

Chuck:                Exactly. She says publishing a piece with shoddy or incorrect facts is an excellent way to shoot yourself and your publication in the foot. Pow! Because you ain’t doing no fact checking.

 

Chris:                  Why have you got to shoot my foot? You can shoot your own foot.

 

Chuck:                I tried to and it just went that way.

 

Chris:                  It’s like I’m just an innocent by-stander here.

 

Chuck:                Well, you were the example of publishing shoddy or incorrect, like you don’t want to do it, you get shot in the foot.

 

Chris:                  It’s always got to be me.

 

Chuck:                The real fact checking is you want to make sure you’re not publishing other people’s bad facts. You went and done some research and you found their article and they didn’t fact check, and now you’ve published it. That’s how rumors and bad gossip and stuff like that gets spread also. You want to build your reputation for really always having the facts and having quality content, that’s why people become authoritative, because people know that this guy’s going to have the facts, his content is going to be true.

 

Chris:                  And do the research.

 

Chuck:                He’s done the research, he’s built up that persona, and so they believe that.

 

Chris:                  He’s checked the facts.

 

Chuck:                Exactly. He’s had his specifics in order, and so his content gets shikos. You need to fact check everything. Number 8.

 

Chris:                  8.

 

Chuck:                She says aim for depth, right? We’re talking about the article. She says draw on human emotions and pull things like tension, sadness, love and happiness into the stories you tell. This makes your copy more engaging and helps readers access it easily. And she’s right. But let’s take this moment here to kind of deviate some to our audience, because most of our people are either SEO people or small businesses, right? So let’s say you’re an AC repair company, then how deep can you get, right? But you need to find those main points. So if you’re an AC company, then maybe you want to include the fact that working with your company may save that family time, it can save them some money, it can bring some togetherness, it can make them comfortable, right? Highlight some of those [00:27:04] [Indiscernible] emotional things that your product or service can affect and include that in the copy. So that way, those people who are reading it can become attached, and feel like this content is written for them.

 

Chris:                  You want to be comfortable in your house again.

 

Chuck:                Exactly.

 

Chris:                  Or your home, even better.

 

Chuck:                Number 9.

 

Chris:                  9.

 

Chuck:                She says slice your story into digestible bits, great one. She says break up the content into digestible chunks by connecting them to other events, drawing in large characters, or infusion humor and facts for more material relief. She also says think of it as slicing a pie rather than attempting to eat the entire thing right out the pan. And she’s right. And I’ll say this, depending on how long your content is, you may want to break this up into multiple posts, right? Not even bite-sized chunks, you may want to break this down into, I’m going to post this part on this weekend, this next 500 words next week, and the following 500 words the week after that. And then at the end of the month, I’m going to put them all together and release a case study or a whitepaper or an e-guide or something like that. It’s okay to break this content up, especially the deeper you get into it. Again, on our AC repair company, if you’re talking about ways to replace an AC, I’m pretty sure there’s a thousand steps that need to be taken. No need to post that long article, because frankly, I may not need all thousand step. But if steps 900 – 1,000 are on one post, that may be the area I’m at.

 

Chris:                  I’m pretty good at like 1 through 5, take everything apart.

 

Chuck:                Yeah, I’ve got that.

 

Chris:                  I’ve got that.

 

Chuck:                Now I’m putting it back together.

 

Chris:                  Maybe more detail on 6 through 10.

 

Chuck:                Exactly. Break it up. And her last point was diversify. Number 10. She says a good print magazine includes stories from dozens of different viewpoints and about dozens of various topics. To keep your online content fresh, shoot for the same thing. I’m going to say I get the point here Julia, but I think it really depends on industry, right?

 

Chris:                  Be careful.

 

Chuck:                So for example, if you’re HGTV, then yeah, diversify, because you have Flip or Flop, you’ve got Property Brothers, you’ve got House Hunters, you’ve got all these different personalities, all these different content on the same kind of platform. Then yeah, you need these different viewpoints. However, if you’re just property brothers, you don’t need to diversity, you need all of your content to have the same tone of voice, the same look and feel, the same continuity. So understand where you’re at in your industry as much as you need to diversify. You’re an AC company, then yeah, your content should speak the same tone, have the same look and feel, it should have the same color scheme, right? But let’s say you’re a Rheem, or American Standard, these bigger AC manufacturers, then yeah, your blog needs to be diverse, you need some content from people in the South because they use your equipment different from people on the East Coast.

 

Chris:                  Heat pumps up North, yeah.

 

Chuck:                AC pumps down here, you know, things like that. So understand where you are at in your industry to kind of determine how much a content should diversify.

 

Chris:                  I think what it really boils down to is what does diversify mean for you.

 

Chuck:                Exactly.

 

Chris:                  So yeah, diversify as much as you can and stay in the wind house.

 

Chuck:                And stay consistent with what your people are looking for.

 

Chris:                  That makes sense.

 

Chuck:                Julia, phenomenal article, “10 Valuable Content Marketing Lessons From Print.” We’ll post this on our site and follow it.

 

Chris:                  Boom! Alright, now we’ve got some “what”.

 

Chuck:                Okay, got some “what” news.

 

Chris:                  What!

 

Chuck:                News!

 

Chris:                  I love that. So the “what” news is we got Facebooked.

 

Chuck:                We got Facebooked.

 

Chris:                  We got Facebooked. So Daniel our Content Results Specialist and social media guy was merging our pages, so he merged our pages into one. So we had 3 and merged into 1, and it lost like all the messages and all the reviews from one of those profiles, and it was like I didn’t know you were going to replace, I thought you were going to merge. So yeah, we got Facebooked. Come on! Zuckerberg, in addition to letting people hack your Twitter, LinkedIn and Pinterest accounts, you should be on top of this, and you should give personal attention to where our data went.

 

Chuck:                And you know what? I don’t fully blame him, I blame the instructions, I blame probably the rep he spoke with. And some of the experience I had with Google Local.

 

Chris:                  You’ve gotten like 8 different ideas.

 

Chuck:                Come on! I’m talking with him, like okay, I’ve got the same client, 2 different company names, 2 different pages, I just want to merge them. Talked to rep #1, she says great, all you’ve got to do is get access and you can merge them. Talked to rep #2 after I’ve gotten access, he says I can’t merge them, I can only delete them. Dude, they both rank number 1, I’m not deleting anything. So yeah, I don’t fully blame Daniel, he was probably following some instructions.

 

Chris:                  This is probably a more appropriate phrase, Daniel got Facebooked.

 

Chuck:                Yeah, he got Facebooked.

 

Chris:                  Because he was making good decisions, or certainly what we thought. We’ve got everything?

 

Chuck:                Yeah.

 

Chris:                  Alright. So if you’re looking to grow your business with the largest, simplest marketing tool on the planet.

 

Chuck:                The internet.

 

Chris:                  Call eWebResults for increased revenue in your business. Our phone number is 713-592-6724. If you have a referral, or you or somebody you know is interested in internet marketing, that’s a website, that’s social media campaigns.

 

Chuck:                Email marketing, that’s social media marketing, that’s pay per click management, that’s search engine optimization, that’s custom website design, that’s custom email marketing campaigns, the whole gourmet of things for digital marketing.

 

Chris:                  Internet related, right?

 

Chuck:                Yeah.

 

Chris:                  Go ahead and send that referral to us. If that referral signs up, and when they pay their bill, we will pay you. We were filmed live here at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. The audio and video and transcript of this podcast can be found at our website eWebResults.com. We are the most popular internet marketing podcast on iTunes, I think on Stitcher, and we’re working on SoundCloud.

 

Chuck:                Soon to be SoundCloud.

 

Chris:                  That is because of all y’all.

 

Chuck:                You, you, you.

 

Chris:                  Thank all of y’all from the United States, Canada, Mexico, across the whole of Europe, across the whole world. Thank you for making us the most popular. And by the way, we haven’t gotten anybody hitting us up from around the globe in a while.

 

Chuck:                In a while, yeah, hit us up.

 

Chris:                  Yeah, if you’re somewhere not in the Americas, America is where we get most of our response, go ahead and let us know.

 

Chuck:                Hit us up, let us know you’re tuning in. Hit us up on Twitter, @eWebResults @BestSEOPodcast, and just tag us, “hey, I’m from here, and I’m checking you guys out.”

 

Chris:                  Or maybe you’ve got a question, send us a question, podcast@–

 

Chuck:                eWebResults.com

 

Chris:                  Alright. This has been our podcast. Until the next podcast, my name is Chris Burres.

 

Chuck:                Charles Lewis.

 

Chris:                  Bye-bye for now.

Tip from Best SEO Podcast 325 – Have Continuity From Search Results Page to Landing Page to CTA

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No Algorithm Cataclysm from Best SEO Podcast 325

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