Competitive Analysis, Keywords and Horrible Websites

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Unknown Secrets of SEO

Fifteenth SEO Podcast April 24th 2009.  First page of Transcription

Chris: Hi, welcome to the E-Webstyle Secrets of SEO podcast.


Paul: Yes, thank you for joining us for another fun filled edition of our SEO podcast.


Chris: My name is Chris Burres, owner of E-Webstyle.


Paul: And this is Paul Hanson, sales manager of E-Webstyle.


Chris: So we always have a theme, and today, we’re going to have…Should I say it?


Paul: Yeah, go ahead and say it.


Chris: A baby shaker podcast.


Paul: Oh, we’re going to get in trouble for that. Why are we shaking babies today?


Chris: Well, apparently, Apple had to apologize…


Paul: I heard about that.


Chris: and retract the baby shaking software that they had on their i-phone.


Paul: So Ed told me this, so Apple decided to write a program to shake babies?


Chris: No, actually, there’s another guy. The guy’s name is, I can’t remember the name up the top of my head, but this guy wrote the software, and the process for getting that software available through an i-phone is it’s got to go through an approval process because they don’t want, at the Apple store, they may not want pornography…


Paul: Yeah.


Chris: Or something games or maybe they wouldn’t want a baby shaker…


Paul: A baby shaker or something.


Chris: Say, that would be a good example.


Paul: So someone has to review this software, I assume, to make sure it’s okay, it’s legitimate.


Chris: And that works, and that you really want their name on it.


Paul: Yeah.


Chris: So whoever he is in charged of that particular process.


Paul: Uh hmm.


Chris: Apple kind of dropped the ball.


Paul: Man, he just got fired.


Chris: We here, we’re a smaller company. We may do it for publicity, that’s great. Apple doesn’t really need the publicity, the baby shaker publicity.


Paul: So, is this still up?


Chris: I’m sure you can still get it. I don’t believe it’s on the i-phone store anymore.


Paul: Apple is not supporting it, I guess.


Chris: Exactly.


Paul: Probably a good decision.


Chris: Yeah, I think it is, and it’s kind of one of those things, we were talking about some of the things that Obama has said recently like…


Paul: This is a special love day.


Chris: This is just one of those things, you know, you play, I play it, it’s funny…


Paul: Yeah.


Chris: You just…


Paul: At home with your friends…


Chris: Yeah, you just wouldn’t want the President playing it on national T.V.


Paul: Yeah. What would Obama say? “Oh, I got this new baby shaker software on my phone.”


Chris: Weird, weird. He’s over in the corner with his i-phone, shaking it, and it’s crying, and then it goes silent. Oh wow.


Paul: President, you shouldn’t get too much.


Chris: Well thanks, Apple. We appreciate you giving us a good laugh. Alright, well straight to our podcast, or now to our podcast,


Paul: Yeah.


Chris: We were talking last time about competitive analysis, and we want to keep talking about competitive analysis. We were just having a little discussion before this like when would you want to do competitive analysis?


We don’t do too much competitive analysis because it really is a process of that’s what we did long ago so we understood what it took to get to the first page, so we had a good feel about inbound links, meta tags, back links, internal structure, all of those things we educated ourselves on and researched via competitive analysis, and so we don’t do competitive analysis very much anymore.


I’m sure if a customer came to us and all they want from you is a competitive analysis, we put something amazing together because we know what to look for, and the final product that we would give them really would be more about what they need to do on their own side to convert traffic that they already get because that’s what we see more often than not.


I mean, we see everything. We see horrible websites…


Paul: Oh yeah.


Chris: And a lot of them don’t even come across my desk. You deal with those, Paul. We see horrible websites. We see decent websites that still need a lot of improvement.


Paul: Uh hmm.


Chris: And we see good websites that still need a lot of improvement. We see decent websites with bad traffic. We see bad websites with good traffic.


Paul: Uh hmm.


Chris: We see everything, and when it goes down to it, you want good traffic, good site, and a good site really means a site that converts or generates some sort of call to action.


Paul: Yes.


Chris: So, in the vain of continuing competitive analysis, the last time, we didn’t get very far in our list, right?


Paul: Yeah.


Chris: We just talked about number one.


Paul: That’s it.


Chris: Keywords, and competitive analysis of keywords, and we covered a little bit of software on that. What we’re going to talk about now is back link analysis, and there are software packages out there, you can actually do this manually if you go into Google, and you type in link, and then colon, and then a website, you’ll get the back links to that website, and the back link is all the websites other than your own that link to that particular page, and that could be really valuable.


We, from time to time, use a software here called advanced link manager. It’s put out by the same company that does the advance web ring that we use.


Paul: The best web ring.


Chris: So, it’s good, and I’m just looking at a quick little sample here. Some important things to look at when you’re looking at back links is you want to look at relevancy. So, again, we’ve got a great web design and development website, and one of our back links is Joe the Plumber. We’d like that, but it’s not relevant.


Paul: Of course.


Chris: And relevant terms make a lot more sense, and that goes back to, you know, if you’ve listened to our podcast, you’ve heard us talk about how the link to your homepage shouldn’t just be home.


Paul: Uh hmm.


Chris: Because Google sees the word home being the link and says, “Oh, this page is about home,” which is actually not about home. It’s actually about, in our case, web design and development. So a link on our website to a homepage is actually going to be website development.


We’ll probably have home also, and we have home specifically because people are used to it, and that means to get to the front page, but we’re also for the purpose of Google, and search engine is going to have a link to web design and development. That link is back.


So the same thing on Joe the Plumber’s website. If it does say something like Houston SEO or Houston Web Design and Development or whatever, then that link becomes significantly more valuable.


It also becomes more valuable for a couple of reasons when it’s actually inside, you know, maybe somebody has put together an article about web design and development, and they included our link. Because that article is about web design and development, and we’re in Houston, maybe they have that links to different…it’s a Texas article writing website.


Paul: Uh hmm.


Chris: And they had different links to different web design and development companies in texas, so one in Houston, one is San Antonio, and they choose E-Webstyle. That has a lot of value because one, the people reading that article are interested in web design and development in Texas, and so then there’s a link back to us. That’s incredibly valuable and that can give you traffic right away.


The other way is Google sees the relevancy of the terms on the page and the fact that it links back to our website and gives that back link more credibility.


Paul: So getting more back links can be very beneficial to your website as long as it’s relevant, and correct me if I’m wrong, back links can also be helpful to your website if they’re not relevant or you’re linking to people that are not, if it’s not on the right way, I guess.


Chris: Well, relevant is the right term, and so, again, that would be along the lines or google will track things like, say, if you were an unscrupulous pornography peddler website, and you decided that you wanted to go after the keyword web designing and development. That would be a foolish choice, but you decided to do this.


So now, what you’re trying to create is back links to your pornography web site, which say things like, web design and development Houston, and it links back to that website. So that’s clearly not relevant because the information on the website is pornography, and the link going back to it is not, so that would be a very easy to understand example of a non-relevant back link, and you can actually be penalized for that.


Google recognizes that the page that the link is coming from is one set of information, and it links back, and it’s a totally different set of information. So, you definitely can be penalized for.


Paul: And there’s one thing that I know I’m not sure if you can be penalized, actually, I am sure you can be penalized for it, but this is something I don’t like to see. When you got to a website and you have a link from their homepage that says “link,” and you click on the link’s page and it’s just a page full of random links that this particular owner likes.


Maybe there are just bodies or just pages that he likes to go to, but it will be a page of maybe a real estate link. It will be his favorite music link; a link to just random, random, maybe a link for his church, just random, random links. I don’t see as much as you used to like in the early days of the internet, but I still do see it, and it is…I don’t ever go to those pages.


Chris: Well, so I can tell you’re a little new to the industry because you noticed it before.


Paul: Uh hmm.


Chris: The reason why you did that is when you first came out that google was giving credibility to links, to back links. You were just set up on link’s page,


Paul: Uh hmm.

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