Content is King, Keywords are Supreme

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This is a transcript from our 101st Internet Marketing Podcast(3rd page).

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Content is King, Keywords are Supreme
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Content is King, Keywords are Supreme

Chris:                           — tweaking. Yeah, when we went to the page, I mean there was no description and this is the blending of Google local places and organic search and when we went to the page, it actually had a meta description —


Paul:                            Yes.


Chris:                           — that Google decided not to use. Maybe the keyword wasn’t in it or something. Maybe that — I can’t imagine that but — anyway, if somebody took the time to put a description, it’s going to have at least one keyword. What do we got next?


Paul:                            I would say the — we’re going to review a content — content phrases and your over — we’re going to review the content phrases with our overall SEO strategy in mind.


Chris:                           And I talk a little more — we’ve got some more points down here that we’ll talk about in terms of what do we look for in content? What are we trying to do?


Paul:                            Well, I’m looking at your key — well, I’m looking for keywords that are in your content —


Chris:                           Yup.


Paul:                            — off the top of my head. I’m also looking at your keyword density to make sure that it is proper.


Chris:                           Let me check that off of the list here. Yeah.


Paul:                            You don’t — what else would your concept — I’m looking for cohesiveness. Does it make sense? Does it flow? Are using too many keywords, too few keywords?


Chris:                           Are you keyword stuffing? That’s where the density is irrelevant.


Paul:                            Does it make sense? Is it contextual relevant in what you have?


Chris:                           Yeah.


Paul:                            Are you trying to stuff — are you stuffing in a paragraph about something that —


Chris:                           Is not related to the key — yeah.


Paul:                            — doesn’t quite — yeah, related — will pick — with the — I think it was caffeine update. Google was able to pick up on those things now. So that’s just off the top of my head, that’s what I’m looking at.


Chris:                           One key comment about content, it must be original.


Paul:                            Yes. Oh, my gosh!


Chris:                           Do not get duplicate content. Do not scrape content from — well, you know, go ahead if you want to.


Paul:                            Yeah.


Chris:                           Just know that your website — that page will probably never show up in the search engine results pages because duplicate content gets thrown. It’s called the supplemental. We’ll just call it the back of the line, right? It could show up. It could possibly show up. Let’s say you copied some content and you had some small city — for Eric, we’ll use in Tennessee and somebody types that city and that keyword, you may actually show up above the original content because you’ve got the one city word in there that the original content didn’t. Other than that, you’re highly unlikely to show up ever.


Paul:                            Yes.


Chris:                           So do not use duplicate content. And this is really important. If you’re selling something and you’re grabbing manufacturer’s details about a product, don’t just copy those manufacturer details. Rework the text. And yes, that means if you’ve got a thousand products you’re selling from one manufacturer, you need to rewrite a thousand articles.


Paul:                            Yes. And that sucks. But if it was easy, everybody would do it. Everybody would be on the first page.


Chris:                           Just get us to do it. That’s what we do. We write relevant content. We tweak content. If the content is going to come from the manufacturer, we know we have to rework. We’ve got writers who will take care of that. Let’s do it the right way.


Paul:                            The case in point, we scraped our own content and it got put in the supplemental.


Chris:                           Supplemental, yeah.


Paul:                            Which is something of our own site or something that we wrote.


Chris:                           That we created, yeah.


Paul:                            And put somewhere else. We put it on our PodOmatic page and within, all right, we need to put that’s good content, let’s kind of rewrite it and put it on our own page.


Chris:                           Except we forgot to kind of rewrite it.


Paul:                            Yeah.


Chris:                           We just kind of copied it. And actually that was an algorithm change a month ago, right?


Paul:                            Yeah.


Chris:                           So one of the key points — some people ask us, why is SEO a monthly fee? And the reason is because the algorithm is always changing. These things need to be monitored. You need to be tweaking your code regularly plus other people are out there doing it. So you’ve got to keep monitoring it and keep adjusting what you’re doing so that you keep that first position.


Paul:                            Yeah.


Chris:                           Yeah. So we ended up pulling that content off of that page and then we ended up actually rewriting some content and actually putting our bios up there. So some of you, in fact, Eric — the link that I sent to Eric was and I don’t know — SEO podcast and that forwarded him to our podcast page. And that was the page that was on the first page then it was gone and then now it’s back on the first page. So we’re excited about that.


What do we got next? We’ve got overall strategy. Header tags. Here is something that a lot of people miss. So a header tag is called an H1 tag and really when you use a header tag inside of a web page, it makes the text bigger, it identifies the overall header. And that header tag is another thing. Google says, “Hey, title describing what’s on the page.” Header describing what’s at least in this section. There’s header 1, 2, 3, 4 — I think through 6 maybe.


Paul:                            Yes.


Chris:                           So a header 1 tag is going to have importance than header 2 could be something that describes — like I mentioned, we have — we often use two or three keywords on a page. We want one keyword and one header tag and another keyword and another header tag because that gives relevance. Google knows, “Hey, there’s information about this here. There’s information about this here.” So header tags —


Paul:                            And another thing and you just brought up that we — a great point. We use two to three keywords per page. Don’t ever put more than three keywords on a page — period — point blank. Great point. I’m glad you brought that up.


Chris:                           Except…


Paul:                            Oh.


Chris:                           Possibly if you’re doing cities around, you know — so if you’re doing —


Paul:                            Oh, okay, yeah.


Chris:                           If the keywords are like — I don’t know.


Paul:                            Yeah.


Chris:                           Air conditioning.


Paul:                            Yeah. Geo targets are cool, you know, but I don’t put air conditioning —


Chris:                           Heating.


Paul:                            — heating, AC, heater on the same page.


Chris:                           Yeah.


Paul:                            And think you’re going to rank for all of them.


Chris:                           Yeah.


Paul:                            Stick to two, maybe three if you really want to push it but —


Chris:                           And usually the keywords we’re throwing on the same page are very close like air conditioning and AC.


Paul:                            There you go.


Chris:                           Then heater and heat.


Paul:                            Yes.


Chris:                           Those kinds of things.


Paul:                            Or heating ’cause those are separate keywords. Heater, heating, heat are separate words.


Chris:                           Yup, all three.


Paul:                            So great point. I’m glad you — thanks for reminding me that.


Chris:                           Yup. And then images like every website should have some images. What should you not do with images? This is a good question for SEO 101.


Paul:                            You should — one, you should have them. You should not overuse them. You should not — I don’t know.


Chris:                           What if he throws some text in it?


Paul:                            I was thinking that but I didn’t want to say it.


Chris:                           Yeah.


Paul:                            That was it. Don’t put text in your images that you want indexed by Google. Don’t do it.


Chris:                           Google cannot figure out what the text is in an image, right? It probably can. I mean it is Google.


Paul:                            Yeah.


Chris:                           Currently, they do not incorporate any text that’s in an image and do an algorithm. In fact, we also — one thing we haven’t mentioned here, be very leery of all Flash pages. Google says they can parse them. Great. I really appreciate that you say that and I have yet to see a Flash only website on the first page of Google ever.


Paul:                            Yes.


Chris:                           We search constantly on numerous industries. I’ve never seen a first page result that is a Flash only page. Now, does Google parse it? Probably do. They say they do. Is it an effective way? Is the parsing they’re doing comparable to a regular HTML or a dynamically created HTML page? Absolutely not.


Paul:                            Listen, if you’re even thinking about creating an all Flash website, you’re a douchebag. Seriously.


Chris:                           You deserve a punch in the face because you need to become our customer because only our customers get a punch in the face.


Paul:                            And that’s harsh but it’s so true.


Chris:                           It is.


Paul:                            If you — in 2011, if you’re thinking about doing that —


Chris:                           You need to…


Paul:                            — we need to talk, 713-592-6724, country code 001.


Chris:                           Hey, and we do do the websites.


Paul:                            Yes, we do do websites.


Chris:                           We just want to make sure that you know that.


Paul:                            You know one thing we didn’t talk about — I know we’re wrapping up — links.


Chris:                           Yes.


Paul:                            Get some links.


Chris:                           Get some inbound links.


Paul:                            How to get links? In my own personal opinion because this is just Paul Hanson, the old school way of getting links was, “Hey, my name is Paul. I’m a webmaster. How about you show me some link love right here.”


Chris:                           Still good. You should still participate in that.


Paul:                            Does it happen? I mean, yeah, I’m sure it does happen. But that is tough.


Chris:                           Yeah.


Paul:                            That is a very difficult and time-consuming —


Chris:                           Long, long path.


Paul:                            — way to build links. So you can definitely do it. That was the rave back in the day. Now, there’s issues in reciprocal linking. People have gotten around it with three-way.


Chris:                           Things. Three-way.


Paul:                            Yeah. You know, you link to him and then he links to me and then I link to you so Google will find out. They’ll figure it out.


Chris:                           Yeah.


Paul:                            But get links, whichever you do it from good credible websites with — okay, I’m going to tell you this, Google will tell you “no.” Go after people with high page ranks, people with high trust rank. I have never seen any way to measure someone’s trust rank but that’s a term that’s come out probably in the last three or four years. First time I saw it on a piece — a document that was like ’08 and I was like, “For real? I’ve never heard of that in ’08.”


Chris:                           Yeah.


Paul:                            I didn’t hear about it until early this year or last year.


Chris:                           I’m glad you brought up proof ’cause that was like three or four years, really?


Paul:                            Yeah. I was like, “What? I never heard of that.” But some nerdy dude wrote a thesis on it. That’s what I — I didn’t read it but — ’cause it sucked. It was just boring so… But yes, get you some links, whichever way you want to do it. If you want to go after directory submissions, if you want to submit articles with — who does that? I mean, yeah, you can still do it but…


Chris:                           Well, and if you’re going to do an article, a good thing to do is find another blog that has a high PR —


Paul:                            Yes.


Chris:                           — and see if you can do a guest post and that guest post can link back to your website. That’s — I mean that’s like straight from the mouth of Matt Cutts.


Paul:                            Straight from the mouth.


Chris:                           From the Google —


Paul:                            If you’re still going —


Chris:                           — guy.


Paul:                            Last week we talked about if you’re going article marketing and it was kind of like, “Who does that?” I mean, hey, we did it at one point. It worked. Things change as they always will. Hell, what happened? Matt Cutts said it — someone retweeted at SMX West, “The things I said five years ago don’t make sense today.” And this will change, yes.


Chris:                           Yeah. I mean meta keywords.


Paul:                            Yeah.


Chris:                           I mean that was the way to get on the first page. Now, it doesn’t work at all.


Paul:                            Things we’re saying today may or may not matter in five years. It may have changed. So it’s a change — you know, SEO is like hitting a moving target with a blindfold.


Chris:                           Yup.


Paul:                            We just happen to be good at.


Chris:                           Yeah. We just — stumble around with blindfolds on.


Paul:                            So get you some links. Get your link on.


Chris:                           Last thing, we talked about images. There is a thing called an alt tag with an image. Make sure you utilize it. Make sure it has keywords in it. This has been a phenomenal like back to basics SEO 101 —


Paul:                            Yes.


Chris:                           — for podcast 101.


Paul:                            Podcast 101, yes. We have a lot of new people that are coming in so we’re really doing this for the — well, for everyone —


Chris:                           Yeah.


Paul:                            — especially for the newer listeners. And it’s always good to go back to basics ’cause you can get so bogged down with conversion analytics of long tail keywords that you might forget. You know what? I don’t have any meta tag. I don’t have any description tag on that page.


Chris:                           OR maybe you’re just, “Oh, wow! Somebody gave me the opportunity to write a guest blog, a guest article,” and you just kind of throw together this article and you’re not thinking about fundamental SEO principles in the article.


Paul:                            Yes.


Chris:                           Guess what? The article needs a picture, right?


Paul:                            Yeah.


Chris:                           The article needs header tags. The article needs a title. Wherever it gets posted, this got to have a decent title, keyword rich relevant title. Obviously, you want the links back to you. One thing we didn’t talk about and this is good, anchor text, right? So the link that’s coming back to you from that article that you’ve gotten on that high PR site should not be E-Webstyle. It should be internet marketing back to us.


Paul:                            Yes.


Chris:                           So Google says, “Hey, at the end of this link, there’s information about internet marketing.” It already knows E-Webstyle and E-Webstyle sees you like you Google E-Webstyle we got like five pages of stuff.


Paul:                            Yeah.


Chris:                           Great. What we really want is when you Google internet marketing or internet marketing Houston that we show up. So Google needs to know that internet marketing Houston shows up at the end of this term. So all of these fundamentals, don’t forget them when you’re doing kind of guest blogging and when you’re doing any —


Paul:                            Your social — when you’re doing your social media, remember that all this stuff is going to bring people back to your website so make sure that your website is the way it needs to be.


Chris:                           Excellent. Remember, you can follow us, and please do. You can like us, and please do. Actually, in Facebook over in the left, there’s a reviews tab. Go write a review for us please. Give us some link love on your website. If you’ve got a blog, “Hey, I just listened to this podcast and I got this great piece of information. Thanks, internet marketing geniuses,” or whatever, point back to us. Just make sure it has the word “internet marketing” there or “SEO” or “search engine optimization” is actually better.


You can also email us at We’re going to have a couple — we’re going to have a guest on — in fact, it’s our usual producer and I’m doing the quotes. Darren Booy, we’re working on getting Skype connected and everything on that. So hopefully, we’re going to have him on here pretty soon. Have I hit everything?


Paul:                            Yeah. And if you like this podcast, tell a friend.


Chris:                           Tell a friend.


Paul:                            Tell a friend. Tell your co-workers.


Chris:                           Come out of the closet —


Paul:                            Yes.


Chris:                           — and tell a friend.


Paul:                            And tell a friend. Tell your SEO guy at your job who is doing a crappy job. Tell him to listen to it. Tell your momma. Everybody. Listen to it. You need to come on here.


Chris:                           Yo! Momma! All right. This has been podcast number 101. You have been listening to the most popular SEO podcast on iTunes. We really appreciate you listening. My name is Chris Burres.


Paul:                            Paul Hanson.


Chris:                           Bye-bye for now.

Author: eweb-admin