8 SEO Practices That Are No Longer Effective – Best SEO Podcast 322

SEO PODCAST EPISODE 322

Air Date: May 20th, 2016


Podcast Potatoes

The week’s Internet Marketing and SEO news includes…

  • Uber and Lyft are introducing self-driving cars…
  • Why you should change your LinkedIn Password…
  • Mark Zuckerberg’s daily lifetime earnings summary…
  • What color links Google is now testing for URLs…
  • How Bing is moving forward to show tweets in its Search Results…
  • The NFL’s new deal with YouTube to bring highlight videos direct to Google Search…
  • How you can earn money from Amazon Video Direct…
  • How Twitter is giving you back lost character count for links and images…

Podcast Meat

Our #PunchInTheFace this week goes out to the Wizard of Moz himself, Rand Fishkin. Rand published an article in the Moz Blog called, ‘8 Old School SEO Practices That Are No Longer Effective’.

This post is all about being up-to-date with your SEO techniques so that you’re moving up–and not down–in the search results. Many techniques which once got you great placement, now trigger penalties by Google, Bing and Yahoo.

Here are his top eight:

  1. Using too many keywords in your Meta Titles and Descriptions…
  2. Having to many anchor text links on your pages…
  3. Having unique webpages for every keyword variant…
  4. Paying for cheap directory links…
  5. Having multiple microsites or separate domains…
  6. The use of keyword-match domain names…
  7. Using Adwords to gauge keyword ranking difficulty…
  8. The use of non-strategic ‘linkbait’…

8 Old School SEO Practices That Are No Longer Effective – Whiteboard Friday

Rand Fishkin, Moz

Moz’s co-founder and an individual contributor


SEO PODCAST EPISODE 322 | 8 SEO Practices That Are No Longer Effective

2016-05-20 Podcast 322

 

[0:00:00]

 

 

Chris:                  Hi and welcome to the SEO Podcast Unknown Secrets of Internet Marketing or Digital Marketing, one of those. 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 —

 

Chris & Chuck:  322.

 

Chris:                  As always, we do have a tip from our previous podcast, and that tip is on this page. That tip says encourage users to watch videos and engage.

 

Chuck:                Yeah, you want them to watch and engage, share, like comment, and all of the above, because that engagement will get those videos ranking higher.

 

Chris:                  Boom! Please remember, we are filmed live, here in Houston, Texas, and we are your friendly local neighborhood —

 

Chris & Chuck:  Top Position Snatchers!

 

Chris:                  And our mantra is —

 

Chuck:                …do not be a douche.

 

Chris:                  Don’t be a douche.

 

Chris & Chuck: Not a good look.

 

Chuck:                Not at all.

 

Chris:                  This is podcast 322. I think I’ve mentioned that before. We are covering an article today, and that article is…

 

Chuck:                Yeah man. Punch in the face to Rand Fishkin and the good folks over at Moz.

 

Chris:                  PITF!

 

Chuck:                He posted this article on Whiteboard Friday, he says “8 Old School SEO Practices That Are No Longer Effective”. So we’ll dive into those and see if he’s right or not.

 

Chris:                  Are we 100% in agreement with this or?

 

Chuck:                For the most part, yes. Some of the changes he’s recommending that you should be doing are stuff we’ve already started. So with though he’s pretty spot on.

 

Chris:                  If you’ve got some sort of device that enables you to, I don’t know, tweet or whatever that is.

 

Chuck:                Tweet us, Instagram us, be social with us, then do that. Be sure to use #SEOPodcast. That way, we can follow up with you and see was kind of activity we’re getting. More importantly, tag us in it, @eWebResults @BestSEOPocast. That way, we can follow you back, and do all of our social networking stuff.

 

Chris:                  Excellent! If this is the first time you’ve listened to the podcast, howdy, welcome to the podcast.

 

Chuck:                Glad to have you.

 

Chris:                  We’re glad you could join us. If you’ve listened to this podcast before, then you know what we’re going to skip. The way this works is if we get at least 10 shikos

 

Chuck:                Yes, shares, likes or follows.

 

Chris:                  On our platform, well, not our platforms.

 

Chuck:                Our platforms, yeah.

 

Chris:                  They’re ours, like Facebook is ours. And we get a review, then we skip the process of telling you how you can write a review. In either case, we do still talk about ways you could shiko us. So you could do that. 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:                  All of those will take you to our profile on those platforms and you shiko.

 

Chuck:                And then do what’s necessary. Either follow us, share it or like us, whatever is applicable.

 

Chris:                  Hey, if you’re a PHP genius or a WordPress… If you’re an insult expert, we’re probably looking for you because we have not enough insults around here.

 

Chuck:                Exactly.

 

Chris:                  Go ahead and leave an audio résumé, 713-510-7846. If you want a free comprehensive website analysis, all you need to do is go to eWebResults.com, click the big green button that you cannot miss.

 

Chuck:                It is right there.

 

Chris:                  By design, and then go ahead. That will get you submitted for that website analysis. You’ll be called by one of our internet marketing experts, kind of pre-discuss that analysis and then we’ll get through that analysis. And it’s time for the favorite segment of the program.

 

Chris & Chuck: The Algorithm Cataclysm. Pffttt!

 

Chuck:                Yeah. So that was worth it, that’s like every bit of 8.9 of a Richter scale. This is big Algo Cat. It’s really not 8.9. This is probably more like 2 different 7.5’s.

 

Chris:                  Okay, like back to back.

 

Chuck:                Back to back 7.5. Or maybe even a 7.5 and a 5.5 tremor, right? Back to back. So dig this, first one, Google ads now being shown in image search.

 

Chris:                  Oh wow! By the way, they weren’t doing that before?

 

Chuck:                No.

 

Chris:                  I know they weren’t, right? But it’s like why weren’t they doing that before? Okay.

 

Chuck:                What they said is ads in Google image search will take up an entire line of screen space which would otherwise have been occupied by images. A Google representative told Business Insider that the reason why this ad unit is been introduced is because people already use image search as a starting point for shopping, and makes sense, because I’ve done that. Became interested in buying a product, I’ve done an image search for that product just to see how it looks or where it’s been in use. So it makes sense for them to show ads on where you could buy that first. I did a test before we came in here. If you go to Google, you search for “Samsung Galaxy Gear 7”.

 

Chris:                  Click the images.

 

Chuck:                Click images, yeah. You’ll see all the stores where that phone is on sale at. Makes sense. So what that means for us is that if you’re selling products, you’re using product listing ads, it’s where that is controlled at, you need to check the box to display on image search and get your ads over there also. More Algo Cat. Now we’re talking search results page.

 

Chris:                  Right, search.

 

Chuck:                Still talking search results page. That was images page.

 

Chris:                  Image search results page.

 

Chuck:                Still search results page. Now we’re talking web. This is the bigger Cat here. Google extends the length of titles and descriptions, right? Title tags, they’ve been increased to 71 characters, remember they used to be 50, which is up from the previous 50 – 60 characters. Meta descriptions have been increased by 100 characters per line, and extended from 2 to 3 lines. That’s huge. So no more trying to figure out what to say knowing that Google may truncate your title, or no more being limited in regards to how descriptive you can be in your meta description or not necessarily have the space to show that. Now when I did do a test, I saw mixed results. I saw some of the listings had 3, some set were regular. So my gut was that maybe those that are regular was just because that’s how they were optimized, they just don’t have.

 

Chris:                  Yeah, they just don’t have description, meta tag was done.

 

Chuck:                Yeah, exactly. So we’ll probably be going back and [00:06:08] [Indiscernible] to include some more CTAs and descriptive words and keywords and things like that.

 

Chris:                  Because if you guys as podcast listeners are familiar with the phrase SEVO, Search Engine Visitor Optimization, and we always say what do you do with a user after they’ve arrived from the search engine. We say SEVO begins at the serp, so now you’ve got more characters.

 

Chuck:                More opportunities to sell them before they click.

 

Chris:                  20 more characters, that’s a lot.

 

Chuck:                Yeah. 100 more characters and another line of meta description, and 20 more characters worth of titles.

 

Chris:                  Yeah. That’s like a lot.

 

Chuck:                Yeah, I can dig it.

 

Chris:                  So that’s all the Algo Cat.

 

Chuck:                Yeah. So punch in the face to Google for 2 big Algo Cats. I think they’re necessary, both of these should likely drive conversions.

 

Chris:                  Very cool. Hey, I’ve got a punch in the face. This one is from Stanley Tate, he’s from tateesq.com. So I had a great conversation.

 

Chuck:                Anybody with “esq” just sounds cool, just for the record.

 

Chris:                  Yeah, for Esquire. Had a great conversation with him, he helps you manage your loans, your student loans, and what you can do with them. And if your wages are good and garnished and all that stuff. So had a great conversation with him, and hopefully, we’re moving forward with one of our packages with him. So punch in the face to Stanley. Let’s do a little bit of news. This is interesting, Uber and Lyft are getting into the self-driving cars, of course, not surprising.

 

Chuck:                Yeah, I just saw that. I’m just not quite sure I want to hop into those self-driving Uber.

 

Chris:                  You’re opening the door and you’re like wait, as it’s approaching, like “there’s no dude”, like who’s the driver? There’s no driver. Who’s the driver, hello! Not sure we’re going to do that. Then LinkedIn back in 2012 was hacked, it’s all over the news. Now, whoever hacked it is now releasing usernames and password from that hack. Back then, it was supposed to be like 7 million, apparently, it’s 11 million usernames and passwords.

 

Chuck:                LinkedIn usernames and password.

 

Chris:                  Yes.

 

Chuck:                Okay.

 

Chris:                  So if you use LinkedIn, haven’t changed it since 2012.

 

Chuck:                Probably go change it.

 

Chris:                  Go change your password. By the way, if that username and password combination works anywhere else.

 

Chuck:                You might want to change them also.

 

Chris:                  Change them everywhere, yes. Alright. This is interesting. Mark Zuckerberg has earned $4.4 million every day of his life.

 

Chuck:                Yeah, just keep it moving, enough said.

 

Chris:                  Yeah. Google is testing black links for URLs.

 

Chuck:                Instead of the blue links.

 

Chris:                  Yeah.

 

Chuck: I saw that.

 

Chris:                  We’ll see if it stays, if it comes back, whatever.

 

Chuck:                Clicks should go down.

 

Chris:                  It’s been blur forever.

 

Chuck:                Exactly, people have been trained to look blue. Black links look like H1s or H2s, they look normal. Blue links kind of indicate you can click on it.

 

Chris:                  Yeah, they look unclickable, right? You’ve got any news or anything.

 

Chuck:                I’ve got plenty news.

 

Chris:                  Okay, cool.

 

Chuck:                So let’s stick with Bing. Bing is testing a partnership with Twitter to show tweets in their search results, same with how Google displays them. They’re actually testing that right now. Good move for you Bing, glad you’re catching up. Let’s see here. So remember we reported that the NFL signed a big deal with Twitter, where Thursday games will be live through Periscope. So NFL, punch in the face to them for just staying up on the latest trends. NFL and YouTube create a new deal that will bring highlight videos and related news directly into the Google search results, for searches that include specific NFL teams. So Texans are playing, you do a search for Houston, Texas, then Google, the search results page is going to have a YouTube feed showing you clips from the game, as well as score updates, information and things like that referenced to the Texans.

 

Chris:                  Cool!

 

Chuck:                Awesome idea, great for both parties, easier information, right up-front, and for the NFL, it definitely helps you guys grow. I’m going to skip some of this other stuff. So I like this one here. Amazon introduces a new service this week called Amazon Video Direct that allows people to post videos which they can then monetize. The company is offering various ways for publishers to earn money with their videos. They can either earn royalties for videos published for free, or put the videos up for sale or rental. Where Amazon poses a threat to Google’s YouTube is in the payouts. Amazon’s Direct Videos allowing content creators to keep 50% of the revenue from their videos.

 

Chris:                  Oh wow!

 

Chuck:                So that’s pretty cool. The only unfortunate part about it is between Facebook and YouTube and Vimeo and all the other video platforms, this is yet another one. The benefit is that half of these people probably already have an Amazon account or familiar with Amazon enough, they’ve at least bought something there. So you may entice them. And here’s the last one. Back to Twitter. Twitter is reportedly going to remove the URLs and image links from the Twitter character count. So you know how you have 140 characters, and you put a link to your site, and a link to an image, well, now you’re already down to about 80 characters. Well, they’re going to remove those from your character count so you can still have your 140.

 

Chris:                  Interesting.

 

Chuck:                That’s what’s up Twitter.

 

Chris:                  Cool!

 

Chuck:                That’s my news.

 

Chris:                  Alright. That’s all of the news. I now have a review. This review is from Jacob22, I actually had a conversation with him, as you’ll hear in the review, and it is of course —

 

Chris & Chuck:  5 stars.

 

Chris:                  The title is complete “complete website review”. “I am having a lot of trouble ranking well for an important search term on a website that I’ve been working on for a while. So I signed up for eWebResults’ free website review to figure out what I’ve been doing wrong. Chris called me directly and talked me through multiple SEO issues on the site. I’ve tried to implement as many of the changes as I could remember from the conversation. I’m hopefully now moving forward. Punch in the face guys, thank you.” Punch in the face to you Jacob.

 

Chuck:                That’s what’s up man. I appreciate you filling out the form and then getting the call and then getting the comprehensive analysis. It’s kind of how it works, right?

 

Chris:                  Yeah, and we’re getting a review in here. So well done Jacob, punch in the face to you and good luck.

 

Chuck:                Yeah. Good luck with what you’re doing man.

 

Chris:                  Alright. So that is the potatoes of our podcast, it is time to get into the meat.

 

Chuck:                So like I said, punch in the face. A huge punch in the face goes to Rand Fishkin, upper level SEO guy. He posted this article on Moz, “8 Old School SEO Practices That Are No Longer Effective”, and this is in his whiteboard Friday. He starts off by saying using methods that were once tried and true can be alluring, but it can also prove dangerous to your search strategy, and he’s absolutely right. At the end of the day, you have to be up-to-date with the methods that work and what don’t work, because if you’re using the wrong tactics, at the end the day, you could have a very, very detrimental effect to your site, to your marketing, and to all your online campaigns. You want to make sure that you’re using tactics that are consistent with what Google has listed out, that work with yahoo and Bing and other search engines, that aren’t spammy or douchy. So let’s get into some of these old school practices. First one, he says keywords before clicks. This is a practice that is old school that you need to stop, and he says keywords before clicks is the first practice. He goes on to say that the idea is that we have done a bunch of keyword research, now we’re doing keyword targeting, and if we see that it might be important to target multiple keywords on the same page. So what he’s talking about is like page titles, right? So you consider a page title, and an example he used was tobacco pipes and things like that. So in my example, I’ll use pool cleaning. Alright, so let’s say you’re a pool maintenance company, and he’s talking about keywords stuff in your title basically. Old school, we would have went, you know, cleaning pipe, maintenance pipe, replacement pipe, installation, whatever it is, and pipe company name at the end of your title. Try to cram all those keywords in, which worked in 2000 and maybe ’05 and ’06. But now, instead of really doing that, you want to use a phrase that’s more conversational, one that really kind of incorporates all those phrases in the one. So instead of having maintenance pipe, replacement pipe, repair place, company name, you just want to go with “we provide maintenance and cleaning services in the city of Houston”, right? That way, you get your key words in there, it’s more conversational and it’s not keyword focused. Number 2.

 

Chris:                  2.

 

Chuck:                He said the second one is a heavy use of anchor texts on internal links. So these are links that are in your site and you’re linking from page to page, too much use on anchor texts doing those links. What does that mean? That means all those links don’t have to be texts, right? You want to limit those links, especially if you’ve got multiple links to the same page on an existing page, then you really only want the first one to be a link, the other ones shouldn’t be linked at all.

 

Chris:                  It should be an anchor text, yes.

 

Chuck:                Exactly.

 

Chris:                  So click here or more info.

 

Chuck:                Or use different types of anchors, not just text. Maybe use text in the content, maybe later down the page, you use this image that links over, and then use something else that links over and not just consistent anchor text links. Matter of fact, he says this used to be a practice that could have positive impacts on rankings, but what we’re seeing lately, especially in the last few years is that Google has discounted this, and they have. This is an algorithm update that happened last year where they targeted too much anchor texts. Exactly. So it can be spammy, manipulative, or overdone. At the end of the day, just don’t do it.

 

Chris:                  Don’t do this.

 

Chuck:                At certain points, it’s necessary to include links to other pages on your site. From an SEO perspective, it just makes perfect sense. The key is doing it the right way, using the right anchor texts, the right amount of times, like one, right? And then just doing it at the top of your content not at the bottom, things like that. Number 3.

 

Chris:                  3.

 

Chuck:                He says pages for pages for every keyword variant. This is a great tactic that we’ve actually been transitioning from gradually, even have some clients who still rank well using this strategy, so we’re gradually updating them. But what he says is that this is an SEO tactic that many folks are still pursuing today that have been effective for a very long time. Still effective today. He says so the idea was basically if I had a variation of a keyword, I want to single page and target that because keyword targeting is such precise art, and he’s absolutely right, which is why people did that. And in the case I gave earlier, instead of having let’s say a page for pool maintenance, and then had all maintenance-related content, and then have another page for pool cleaning, and then it had a whole bunch of pool cleaning related content. Typically, those are the same exact services offered by the same exact company, and the searcher’s intent is to just get that service. So what we did was remove both of those pages, redirect the URLs in that one page that’s optimized for Houston pool maintenance and cleaning. Consolidate. You’ll end up with a longer page, it’s optimized for multiple phrases, it’s long content, has more value, it ranks better, it’s just the right thing to do. Number 4.

 

Chris:                  Number 4.

 

Chuck:                Number 4 is directories and paid links and etc. And again, he’s talking about the 8 SEO practices you should not be doing. And directories and paid links is one of those things you should not be doing. He goes on to say things like generic directories and SEO directories or article links or guest content, kind of dependent on the editorial practices, come in links, reciprocal link pages, article spinners, private link networks and blah-blah-blah. All of that crappy stuff you see when you’re looking in the side bar of some search engine site, about $99 this, and a thousand links for $10, and I can rank you on page 1 on Fiverr, don’t buy none of that. All of that is not going to work for you. Now, give you all a list of directories you probably should be doing. At least start off with these. If you do these, you’ll likely be consistent enough to not have to submit to any other directories. GMB, Google My Business, set that directory up.

 

Chris:                  Number 1.

 

Chuck:                Number 1. Yahoo Local, Bing Local, that’s 2 and 3. Yelp will be number 4 you need to set up. Facebook will be number 5. Then set your yellow pages up, that’s your 6.And right around there, you’re probably good. Now, depending on what industry you’re in, you may want to go sign up for some niche directories. Maybe you’re a photographer or a videographer and you focus on weddings, then you want to sign up for WeddingWire and The Knot, and things like that. Or maybe, I don’t know, you have a venue that hosts weddings.

 

Chris:                  WeddingWire, The knot.

 

Chuck:                Exactly.

 

Chris:                  Or as an attorney.

 

Chuck:                An attorney, exactly, you want to get on Nolo and Avvo, these type of things. Maybe you’re a restaurant or an entertainment destination, then you want to get on TripAdvisor, things like that. So find a niche directory that’s suitable for your industry. But all of those other “get listed here for free”, blah-blah-blah, and I ain’t drop [00:19:02] [Indiscernible] you want to get on there too. But other than that, don’t waste your time, don’t waste your effort, and don’t potentially harm your site.

 

Chris:                  You’re going to pay for it.

 

Chuck:                Exactly. Don’t do it.

 

Chris:                  5.

 

Chuck:                Number 5. He says multiple micro sites, separate domains or separate domains with the same audience, yeah, old tactics, used to work, don’t work no more. Stop doing it. I was preaching this when it was working, that it is not the best idea from me to be sending traffic all to different places. We’ve got a client, right?

 

Chris:                  Right.

 

Chuck:                We’ve got a plumbing client right now who has multiple sites. We’ve been in charge of one of them to kind of optimize and get ranked, and unfortunately, the other one already ranks well also. So as I’m doing call tracking, I’m listening to 3 back to back calls, she called 3 different numbers, thought she was getting 3 different companies and talk to the same receptionist each time. So by the third call, of course, she went ahead and closed. She was like okay, I might as well set that appointment. But the point is it creates customer confusion, that’s the point I was making.

 

Chris:                  Bad experience with a Google user, we always talk about it. As long as you’re providing a good experience to the Google user, Google will look favorably upon you.

 

Chuck:                This is the same reason we actually encourage people to have their blog on the same domain name as their regular site, and even if you have an e-commerce site, have that on the same domain name as your regular site, because all of that content, all of that engagement, all of that activity works better pushing one domain name than trying to push 2 or 3.

 

Chris:                  Multiple, yes.

 

Chuck:                Just don’t do it. Matter of fact, he says this, if you split up your efforts a third, and a third, and a third, guess what will happen? These would rank about a third as well. He’s absolutely right. It’s going to be even that much harder to get to the first page than it would be had you had all of that content in one place. Number 6.

 

Chris:                  6.

 

Chuck:                He says exact and partial keyword match domain names. Yeah, big problem. He says it’s also the case that we’ve seen in these types of domains, do much more poorly with link earning, with content marketing, with being able to have guest content accepted, people just don’t trust it. The same is true for public relations and getting press mentions. The press don’t trust sites like these. Yeah, so all these exact match sites like, I don’t know, poolmaintenance.com, poolcleaning.com.

 

Chris:                  poolinhouston.com.

 

Chuck:                Yeah. All of these, it sounds spammy. Even if you are a legit company, right? Consider the algorithm update that passed last year about EMDs, exact match domain names. Google is literally saying hey, this is not really your company name…

 

Chris:                  Then we don’t care.

 

Chuck:                Yeah, we don’t care that it’s a prime keyword. Frankly, we don’t care so much that we’re going to devalue it, because you’re coming off a little spammy. So don’t waste your money, don’t spend your resources and time pursuing these kind of keyword rich or partially keyword rich domain names. Do something that’s specific to your company.

 

Chris:                  Here’s a question. If you’re in the middle or you’re launching a business, how much should you consider having your business name actually be?

 

Chuck:                You should strongly considered it, especially if your business is local and people can only do it in that certain area, then you might want to strongly consider it, making that your business name.

 

Chris:                  Pool service Houston, PSH, that’s our name, that’s who we are.

 

Chuck:                And then that way, not only will you rank for it, but then you take advantage of it and everybody else who’s trying to optimize it for you —

 

Chris:                  …is frustrated.

 

Chuck:                Exactly. So in that situation, if you haven’t developed yet, you’re in the opportunity to create a new DBA or do some things like that, you may want to consider. However, if you’re already established, and you’re just redesigning, and some lame SEO tells you let’s do a micro site focused on this, I’m going to say no, not going to recommend that.

 

Chris:                  No.

 

Chuck:                Exactly. Number 7.

 

Chris:                  7.

 

Chuck:                He says a using CPC or AdWords competition to determine the difficulty of ranking in organic or non paid results. He says a lot of folks, when doing keyword research, for some reason, still have this idea, they’re using cost per click or AdWords, as competition scores can help determine the difficulty of ranking. It’s totally wrong and I agree. I totally co-sign that. He’s totally wrong. Matter of fact, the only reason you should be using AdWords in reference to your SEO is strictly to, I don’t know, check some ad text maybe, see what’s converting well, do some keyword research, see what keywords had the most search volume.

 

Chris:                  Get some actual keyword data.

 

Chuck:                Yeah, get some keyword data, figure out which ones you should be optimizing for. So using AdWords to determine the amount of competition for SEO is utterly ridiculous and a total waste of time. Don’t do it, and if you have been, shame on you. Number 8.

 

Chris:                  8.

 

Chuck:                I like this one because I see this a lot lately, unfocused and non strategic link bait. Alright? He goes on to say many SEOs still invest in what I call non-strategic and unfocused link bait. The idea being if I can draw links to my website, it really doesn’t matter if the content doesn’t make people very happy or if it doesn’t match and gel with what’s on my site, right? So the example he gave, which was kind of a lame example, but I get why he used it, because I see it all the time as well. The example are “here are 7 actors who are one time wore too little clothing”, right?

 

Chris:                  That’s going to get a lot of traffic.

 

Chuck:                It’s going to get a lot of traffic, people are going to click on it, especially depending on the featured image you use. But if you’ve got that content on your site, and you’re a pool maintenance company.

 

Chris:                  And you’re also on bathing suits or something.

 

Chuck:                You [00:24:41] [Indiscernible] towards you, you know, how many actors got in the pool with the wrong… Then maybe, but then, that’s just the wrong kind of click bait. It’s going to lead to a high bounce rate, your site’s going to be spammed because that content is likely already duplicated all over the internet. Don’t do it. Instead, take some time and create some content that will get clicks, that is valuable and maybe that can work for you. Same example, we had a huge rain for like 2 weeks straight here and a lot of pools got flooded.

 

Chris:                  In Houston, yes.

 

Chuck:                In Houston. So we went and created content for our pool client focused on maintaining and fixing the pool when it’s been flooded.

 

Chris:                  After the flood.

 

Chuck:                After the flood, right? So now this was a highly searched content, got a lot of traffic, got a lot of engagement, and it’s evergreen content. Those tips will apply next time it floods. So we’ll be able to take advantage of that. So when you’re creating link bait to get traffic in your site, don’t go the douchy route and choose random stuff that’s trending, create content that’s applicable to what you offer. Man, punch in the face to you. That was number 8. Rand Fishkin, he says “8 Old School SEO Practices That Are No Longer Effective”. Rand, I co-sign this article, you were right on all 8 of those. That’s what’s up.

 

Chris:                  Boom! Alright. So do we have any “what” news?

 

Chuck:                Did I have some “what” news? I do not have any “what” news. Nope.

 

Chris:                  There is no “what” news. Alright, so this is going to reset here so that I can read my next part of what’s going on.

 

Chuck:                I had a PITF!

 

Chris:                  Oh okay, yeah, let’s do a PITF!

 

Chuck:                So this PITF goes to Levi’s and to Google.

 

Chris:                  Yeah, I saw a little bit.

 

Chuck:                About the jacket?

 

Chris:                  Yeah.

 

Chuck:                I just thought that’s cool. Punch in the face.

 

Chris:                  I just saw it, I have no idea what’s in the jacket.

 

Chuck:                Google and Levi’s team up on a connected jacket that allows you to answer calls, use maps and more. They’re targeting people who like riding bikes and things like that.

 

Chris:                  Oh!

 

Chuck:                Exactly! You can swipe your sleeve and air bug goes off, gives you a notification. It was pretty cool from the article I read, so that’s what’s up. I like to see the technology and wearables growing and changing. We have a lot of technology available, this stuff should be happening.

 

Chris:                  Cool! You know the one thing, just for an interesting debate, the one point that Rand made about not using click pricing and baiting to have any sort of sense of the competitiveness. It’s interesting because I think you get good information about it should you use it to be the [00:27:15] [Indiscernible]

 

Chuck:                Well, he was specifically referencing the column that says competition high, medium or low.

 

Chris:                  Oh okay.

 

Chuck:                If it says medium here, that doesn’t mean you’re going to have medium efforts to optimize your page.

 

Chris:                  No, not necessarily.

 

Chuck:                What Chris is saying is right. If that price is high, the reason that price is high is because there’s a lot of competition, and it’s a high value search term which means it’s going to be difficult to rank for. So from that perspective, you can kind of get some understanding, but don’t use that column that says competition, because that’s AdWords competition, not SEO competition.

 

Chris:                  I had a prospect the other day. I was like so do you know how many searches happen for these particular phrases that you’re on? She was like yes, 750,000. I was like no, I’m seeing 210, literally like 210. I was like so where are you getting that number? So I figured it out before she answered, I was like okay, do a search.

 

Chuck:                She’s looking at results?

 

Chris:                  She was looking at a report from another SEO company, it wasn’t clearly identified. So I went in there and said oh, when I searched that term, there’s 750,000 results. Do you see the usefulness in that number?

 

Chuck:                The only thing that lets you know is that if you don’t have a site, then you’ll likely be number 751.

 

Chris:                  When you launch your site.

 

Chuck:                Whenever you launch your site. You won’t be in the first 10 pages is what that means.

 

Chris:                  Other than that, it doesn’t mean squad, right? I mean, those can be really competitive and not have that many search results. Anyway, I just thought that was interesting. So you could get some useful information.

 

Chuck:                There’s a lot of SEO information you can get from AdWords, but it requires some logic. The 2 aren’t on the same platform.

 

Chris:                  And it totally changes per industry. So there are mature industries where the prices are high, and in fact, the prices are where they need to be from this perspective. If I know that I’m going to pay for let’s say 10 clicks, and there are 10 bucks a piece, so I’m paying 100 bucks for click, and I know that that’s going to get me 2 visits to my site, and I know I have a 50% close ratio, then I better be making 100 bucks when I close that one deal. As that industry matures, those numbers will start to even out. So the real delta in that is actually how good is your actual sales.

 

Chuck:                Your close ratio.

 

Chris:                  Your close ratio once they get in, and how good is your conversion to become leads.

 

Chuck:                Exactly. Is your site actually turning that 20%.

 

Chris:                  Into the 20%, and then that eventually becomes a closed deal.

 

Chuck:                Yeah, if your site can converts 40% or 50%, then yeah. Your 20% close ratio goes up because you have more leads to try to close.

 

Chris:                  In the AC industry in the south, because it’s so hot, and it gets so competitive, pay per click prices are low at the beginning of the summer, and they go up.

 

Chuck:                Like right now, for example, we have a client who in December, paid campaign clicks were 18 bucks, “AC repair Houston”. That same click in May, right now is at 65 bucks. In August, it’s going to probably be $90, for AC repair Houston.

 

Chris:                  Yeah. And then prior to those numbers, the highest we saw was like 210 for personal injury attorney in LA, so that will go up too wherever you’re at, because the value is tens of hundreds of thousands of dollars if you get a deal that goes to court and you win. Alright, so hey, 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, somebody who needs, and really any aspect of internet marketing.

 

Chuck:                Yeah, SEO, pay per click, website design, email marketing, social media marketing.

 

Chris:                  All of it. Send them to us, they pay their bill, we pay you. It’s a pretty standard program. Remember, we were filmed live at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. You can get video, an audio, and the transcript of this podcast on our website, eWebResults.com. By the way, you guys have made us the most popular internet marketing podcast on iTunes, digital marketing podcast on iTunes, whatever we’re going to change it or not change it to, thank you, thank you very much.

 

Chuck:                Yeah, appreciate it.

 

Chris:                  Please go and leave a review, I don’t want to leave a tear tattoo next time. We only had 1 in the last 2 weeks because we missed the last podcast.

 

Chuck:                Before you close out, do me a favor, those who’re listening, this is specifically for those who are listening, which is like 90%-98% of our podcast fans, do you use SoundCloud? Hit us up on Twitter @eWebResults @BestSEOPodcast. Let us know if you use SoundCloud for podcasting, because we’re about to start adding content over there, bring some of our stuff over there, and we want to see what the engagement may be like. So hit us up on Twitter @eWebResults @BestSEOPodcast. “Yes @Chuck, I use SoundCloud”, or “no we don’t really rock with it, let me know.”

 

Chris:                  Cool. Alright. Until the next podcast, my name is Chris Burres.

 

Chuck:                Charles Lewis.

 

Chris:                  Bye-bye for now.

Tip from Best SEO Podcast 322 – Encourage Users to Watch Videos and Engage

Encourage Users to Watch Videos and Engage



Print