Consistent work/tweaking for great Search Engine Positioning

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Fifty-one E-Webstyle.com SEO Podcast Mar. 19th 2010. Second page of Transcription

 

Chris:So, some of you guys out there didn’t know and actually learned this, this morning and kind of out preinterview interview.  Ken is responsible for a lot of technology associated with being able to retrieve data off of dysfunctional data sources…

Ken:And hard drives.

Chris:…hard drives specifically.  So, you know, whenever you’ve lost that data and I told Ken, one time I lost – we lost a hard drive.  Well, we had the hard drive stall – just – we couldn’t communicate with it.  And this is actually a good tip.  So, I went to – I think the company was Disk Doctors and they were like “Oh, they did this analysis and they got this quote,” and it was just big – around two-page quote to me and it was like $1400.  And I’m like “You know what?  I have most of that data.  There might be some like I just don’t remember if there was some on there that I don’t know if I want.  And I’d be willing to pay $400 for that data, anything over that I’ll just let it go.”  Guess what?  They gave me the data for $400.  So, there is your tip.  If you’re – you can actually negotiate with people who pulled data off.  But Ken apparently came up with a lot of the technology, the processes, and so your initial SEO experience was related to your business and getting that on the first page?

Ken:Right.  Well, we spent a lot of time in-house ‘cause there was nothing going outward to…

Chris:Right.  There was no one to outsource to…

Ken:…to optimize.

Chris:Right.

Ken:And so we developed in-house and we had a whole team from copywriters, design, metrics, the whole nine yards, just in-house.

Chris:Awesome.

Ken:And what had happened is that – when I was approached seven years ago and sold the business.

Chris:Right.

Ken:And when I sold the business, we had done such a good job from an optimization standpoint in-house and we had actually done it for other companies that we knew and we’re friends with.

Chris:Right.

Ken:Well, it’s like “What are going to do now?”  So, we took our whole department and we have done…

Chris:Started an SEO outsourcing company.

Ken:Right.  Because we did it for ourselves, we did it for a handful of others.  Very successful.

Chris:Right.

Ken:We know we can do it for everybody else and – ‘cause we’re trying to figure out, “What are we going to do now?  We just sold the company.”

Chris:Right.

Ken:Hang around for an extra year…

Chris:Right.

Ken:…during transition and – but now “What do we do now?”

Chris:Now what?

Ken:We can only sit around for so long or you…

Chris:Right.  You take that three-month holiday…

Ken:Yeah.

Chris:…and then you’re like “Okay, I’m want to get back to work.”

Ken:Right.

Chris:Now, I can appreciate that.  So, back in ’94 you were actually doing it in-house.  It was for a company, kind of like this – I’m just trying to give an example, like kind of like Disk Doctors or a company that would do data recovery.  And you did some projects which apparently we can’t talk about.  I noticed on your website – so I went to his website.  And your website is searchmarketingprofits.com?

Ken:Right.  That’s it.

Chris:Okay.  So it’s searchmarketingprofits.com and on one of the pages, this is the “3 Steps to Internet Profitability.”  You talked about the – what you call and I’ve heard you say this, the 3 Get ‘ems.  What are the 3 Get ‘ems mean?

Ken:Well, being from the South.  I’m from Texas.

Chris:So to get ‘ems.  Yeah.

Ken:Yeah.  It’s pronounced – and correctly if pronounced, it is Get ‘ems.

Chris:Right.

Ken:And so it’s the 3 Get ‘ems.  We get ’em qualified visitors to come to your website.  We get – once they’re on your website we get them to take some action, convert it in some form or fashion — fill out a form, pick up the phone, purchase something, click a button.  There’s some of type of action we what to occur.  And then we want them to come back for more.

Chris:Okay.  Okay.  So, I think often what we talk about in the podcast is probably the first two Get ‘ems and that’s, you know, get ‘em to come and get ‘em to take action ‘cause we talked about – if you go back to previous podcast, SEVO which we call Search Engine Visitor Optimization…

Ken:Right.

Chris:…which is okay, great, we can get ‘em there but what are the calls to action?  What are we doing with them?  Are we educating them?  Are we getting a newsletter?  And I know that’s what you’re talking about.  Getting ‘em to come back, that’s something that I think we probably touched on but not in kind of a concrete and separate process would – tell me a little bit about – or the audience actually, a little bit about getting ‘em to come back.

Ken:Well, it’s – you can’t get ‘em to come back unless you’ve done what you need to in the first two…

Chris:Right.

Ken:…which is engage in the conversation.

Chris:Right.

Ken:You need to start the conversation and keep the conversation going.  A lot of people, a lot of clients, they look like – look at me like I have three heads, “What do you mean by have a conversation?”

Chris:It’s a static webpage.

Ken:It’s a webpage.  But with the technology and the way it’s going – my father would look at me like “What are you talking about?  Are you talking to the computer now?”  Well, you know, but it is the conversation you’re – by getting them to take action, you’re getting them to, you know, sign up for something, purchase something — you’re engaging.  Once they’ve engaged, a lot of companies, that’s where it’ll stop.

Chris:Right.

Ken:You know, thank – you know, “Oh, go.  We got an order.”  We, you know…

Chris:Right.

Ken:…we got them to do something.  If you don’t come back to them in some form or fashion, pick the phone up and say, “Thank you very much.”

Chris:Is there anything else we can help you with?  Or – yeah.

Ken:Right, exactly.  And in fact that’s a big key because a lot of people don’t realize that we are human…

Chris:Right.

Ken:…and we still like that human interaction.

Chris:Right.

Ken:Okay.  So even though you got a digital order, by picking the phone up, you will stand out over somebody else who was just taking orders, okay.

Chris:Yeah, that’s definitely true.  Absolutely.

Ken:And having an – some type of an e-mail series, not to sell them something necessarily, that obviously is part of e-mail.

Chris:It’s the end goal, right?

Ken:Right.  But to have the converse – you know, we’re still here and give them a little tidbit of information, you know.

Chris:So, that really speaks and I don’t remember where I learned this or about – you know, the number one way to increase the profit of your company is actually to increase the span of your current customer base.

Ken:Right.  It’s easier to get a current customer to pull his wallet out than it is to go find somebody new.

Chris:To get a new customer, yeah.

Ken:Correct.

Chris:Okay.  So, then – so, yeah.  So, now that we’ve – potentially we’ve gotten their order and that’s one way or we’ve just engaged them because we gave them a white paper.  We talked about, you know, giving out white papers a lot and I think even on your website, one of your focus is, you know, give me your e-mail and let’s go from there.  And, you know, that’s one of the things that we do also.  We have a free website analysis.  It’s a 6.0 website analysis, it’s still free, you can get that, by the way.

I’m going to throw a plug in here.  You can get that by going to our website and then clicking SEO and on the first paragraph we encourage you to call us.  We’ll answer the phone and do an analysis for you, great.  Or at the bottom of that first paragraph is a little link to a form.  I think you would probably argue that that form used to be more prominent so that it can engage.  We were, you know, we’re always playing with stuff, right?  So, we’re like “Oh, we’d really like them to call us.

Ken:Well – and that’s a good point what you said.  You said you’re – it needs to be more prominent.  You’re always tweaking.

Chris:Tweaking and thinking of…

Ken:You never should stop testing.

Chris:Yeah.

Ken:Testing is not a point of arrival.

Chris:Right.

Ken:It’s a journey until a business stops.

Chris:Right.

Ken:In other words, is it going to pull better having the form here or a link to the form here or whatever you’re trying to get to them to engage in…

Chris:Right.

Ken:…is testing.  There’s ways to do that where you’re not reinventing the wheel every time to…

Chris:And I think – one of the things on your website you talked about and in fact it might even be in here where you’re doing the A to B comparison.

Ken:A/B Split Testing.

Chris:A/B Split Testing where Google mentions in that that they had – they did an A/B Split Test for Picasso which is their – I don’t know if you read the article or maybe they change their literature.

Ken:Oh, I don’t know what…

Chris:So, in promoting their A/B Slip Testing, they were like, “Here is one thing that we did and we did it for our Picasso Software.”  And I don’t remember the detail.  I’m sure you could just go out there and Google it but they changed the link like free versus, you know, software now or something.  And it was the non-obvious one.  It was the one that didn’t say free that actually got more people to actually download the Picasso Software.  So those are, you know, a lot of users are – and, you know, what free yesterday getting lots of click may not mean that free today gets lots of clicks.  So, there’s probably a reason to kind of…

Ken:And it depends on – it depends on your industry, your niche, and who your audience is on what they look.  In the Internet marketing industry, the word free usually means okay, what’s the catch behind this…

Chris:Yeah, the free and the catch.

Ken:And what’s the catch behind this?

Chris:Right.

Ken:It means things to different audiences

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