Contextual relevance and its affect on SEO

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Sixty-sixth Internet Marketing Podcast June 25th 2010.   Second page of Transcription

Chris: Yeah. I think about a year ago or something. And it was like a guy trying to date a girl and he googles restaurants, flowers, romantic locations, rings, and then baby car, whatever, so it’s the progression of him through his life and his relationship, which is really cool.

Paul: Divorce lawyer.

Chris: So Darren took them — divorce lawyer.

Paul: [Laughter]

Chris: They’re not so cool. Party my ass off.

Paul: Restraining order. [Laughter]

Chris: Biggest. [Laughter] Ah, restraining order, yeah. Alimony.

Paul: Yeah. [Laughter]

Chris: Avoiding alimony. Countries where there’s no extradition had to hire a hit man.

Chris and

Paul: [Laughter]

Paul: Oh, dude, I got to tell you about that. Oh, man. That’s completely unrelated but —

Chris: Okay.

Paul: Yeah.

Chris: So Darren wrote in and he has just finished his website and it’s creative-dynamics.eu ’cause his in European Union, and so it’s just a plain and simple web design. But he says he goes — let me know what we think. First off, I think it’s pretty good. There are a couple of sections where the text is actually over a couple of images so Darren, look at that as about halfway down the page. And now it is virtually finished, something donned on him. He’s made it all one page so his entire website is one page. So the links across the top just drop you down to the bottom. That’s called anchor links, not anchor text, anchor links or anchors, something along those lines, and then he can return back up to the top. Not good.

Paul: The first thing that comes into mind is you’re going to decrease your — because your page rank is a combination of a bunch of things but also how many pages that you have. So the more pages you have, you have a high potential for having a higher page rank.

Chris: For each individual page.

Paul Yeah, and having one page you’re going to — yeah.

Chris: You’re going to reduce that.

Paul: Yeah, there you go.

Chris: There’s a lot of opportunity. And remember, page rank really boils down to — I think the algorithm is something like if I’m on a random page on the internet and I press a random button on that page random link, what are the chances that they’re going to end up on your page, right? So if you only have one page, it’s not very likely. Now, if you have 100 pages, you’ve just increased the chances of them being able to get to your homepage 100-fold because now they — a random page there’s 100 opportunities for a random page to be one of your pages and if those link back to your homepage —

Paul: It should like every page should link to your homepage. [Laughter]

Chris: Yeah. I just kind of assumed that, but he’s right. It should link to your homepage.

Paul: I mean, but not everybody — you know, we assume that but not everybody does so…

Chris: Right. And you know, it needs to link with proper anchor text so that you’re not just in homepage. Maybe you even got two links on every page, one is home up on the top right — oh, excuse me, top left where most people used to seeing it and another one is creative design in your, you know, both. So definitely, you want to break those up. The nice is it’s really trivial to break up a website. You’ve got the body, you’ve got the look and feel. It’s very easy to break that up into other sections and make the different web pages about it. Last time, we actually — you know what, last time I think we actually we didn’t — we finished the top 10 mistakes and let me —

Paul: Yes.

Chris: No. The last time we talked about the e-mail, how to collect e-mails.

Paul: Oh, yeah, we did. Yeah, don’t listen to us. We don’t know what we’re talking about. [Laughter]

Chris: Yeah. Well, I mean keep listening to us.

Paul: Yeah, yeah. [Laughter]

Chris: Just ignore us. Well, don’t really ignore — I don’t know. Just —

Paul: I have something for Darren and for anyone outside of the United States. Darren asked the question a couple of podcasts ago. We answered the question but, Darren, I was playing around today and I found a video from Matt Cutts, the Chief Engineer of Google and he — Darren asked pretty much about having multiple languages on a site, having keywords in one language maybe meta tags in another content possibly in multiple languages. Darren, I e-mailed you the video. I know we answered it, but I e-mailed you a video. I wanted you to hear it from the horse’s mouth, and Chris will be putting that up because that’s what Chris does. I said, “Hey, Chris you need to put this up” ’cause I don’t —

Chris: I don’t know how to do that.

Paul: I don’t do that so… So you got to put it up on the blog. It will be on our blog. You can find the link and it answers what you should do if you’re optimizing from multiple languages and this is from Google so it’s also — everybody check that out.

Chris: Incidentally, it’s the same answer we gave.

Paul: Yeah.

Chris: And we promise we did not cheat.

Paul: ‘Cause he got it from us.

Chris: Yeah.

Paul: ‘Cause he was like, “Paul, I got this question.” And I was like, “Here, this is how you’re going to answer this. Now make a video…”

Chris: Listen to our podcast and then make a video about it. You have our permission to use our logic.

Paul: And our permission not to give us credit for it.

Chris: And can you give us our links back? [Laughter]

Paul: Yeah.

Chris: Darren also mentioned something regarding collecting e-mails. He said, “What about adherence to the DP Act Privacy Policy.” And I was like, “Yeah.”

Paul: I’m going to have to find out what that is.

Chris: D — Double —

Paul: I don’t know.

Chris: No, no.

Paul: How about no. That’s the best I can come up.

Chris: I tell you what, it seems form the Wikipedia search that I did, it seems to be some sort of thing related to England and so you may spell things correctly but it doesn’t affect us.

Paul: Yeah, and we’re just rogue here. We do it.

Chris: It does bring up an interesting question. What you’re in the US and your target market is Europe specifically UK and you’re collecting these e-mails, do you have to conform to the double penetration act or I mean the DP Act or I mean…

Chris and

Paul: [Laughter]

Chris: Let’s go on.

Paul: I’m not conforming to any kind of penetration. No. [Laughter]

Chris: Exit only. All right. And the other thing, hey, Darren, thanks for the heads up Manchester U is going to be playing here in Houston against MLS All Stars, that is an international sport so… whoo hoo!

Paul: That’s what’s up. I’m going to try and check out that whooping coming up here.

Chris and

Paul: [Laughter]

Paul: ‘Cause that will be a whooping.

Chris: Yeah, this kind of presupposes that Man U is not going to use their eighth squad.

Paul: Yeah, really.

Chris: ‘Cause the 7th would be better.

Paul: Yeah, tell me about it.

Chris: So I got to be frank and honest, I’m out of info so…

Paul: Okay.

Chris: I’m going to have to cheat off of you.

Paul: Okay. Well, I got something. I got a couple of things actually. I’m going to the first and real quick and then we’ll get to the meat and potatoes. A couple of podcasts ago we like to go over a list, things you should do, things you shouldn’t do, and I found something that — we’ve covered it. It’s basically —

Chris: Remember our most famous one was, “Don’t be a douche.”

Paul: Don’t be a douche, that’s right. It was, you know, things you could do to help increase you ranking and it was just a list and we’ve covered them before. But I found this an actual list format that you can — almost you can check off and I’ll be forwarding this to Chris so he can —

Chris: And I will be —

Paul: Putting them up.

Chris: — putting them up. [Laughter]

Paul: And I’ll see if I can — here they are. One is from Search Engine Land. It’s the SEO Checklist Part 2, Best Practices, and it’s mostly for a local and it’s about a 14-point checklist that you can do. It’s things you’re doing, things you will do soon, and things you shouldn’t — you’re not going to do.

Chris: Oh, cool.

Paul: And another one is search engine ranking from search engine ranking factors from SEOmoz. We actually covered this but we’re going to put a link to it so you guys can find it and double check your own work against that. All right. So that is quick — get that other way. Let’s get to the meat and potatoes.

Chris: That’s cool. Yeah. And this one of the great things about the internet and about search engine optimization. There’s value in us, just so you know. I mean this isn’t just — we’re not just totally out of the goodness of our heart.

Paul: Yeah.

Chris: There’s value for our website when we link to powerful sources. Google says, “Hey, these guys are smart enough to be linking to high quality Search Engine Land report that a lot of other people are. So let’s give them some credit.

Paul: And they have some great — I read their stuff all the time. They have some awesome material, and I used it today. I used it to find today’s topic which is an article I read from White Hat Media, I think that’s a pretty cool name. Karen wrote this article, at least — her picture is right here.

Chris and

Paul: [Laughter]

Paul: And its title —

Chris: Hopefully, it wasn’t a random picture associated with an article.

Paul: It didn’t say who wrote that, and I see Karen’s picture. It says, “Online conversation versus links. Social media moves towards SEO.” And what this article talks about is social media can increase your search engine ranking without having any links. There was —

Chris: Wait, wait, wait, hold on.

Paul: Yeah.

Chris: So social media, when it’s talking about, let’s say, your website can have — can increase you rank and your position, your search position, search engine results pages position without links?

Paul: Without a single link. And I do mean that without one link it can change your search engine placement. So this is important. To me this is extremely important because we talk about back links, back links, back links, and now here’s the first time that I’ve seen being able to have a serious effect on your search engine placement without a back link. It still requires a keyword and we’ll get into how they do this. Now, I think that’s awesome.

Chris: That’s cool. I got to interject here. What’s cool is we did in fact cover this, maybe on 10 podcasts ago, in our interview with Ken Roberts. He talked about contextual relationships with your product, with your website, with whatever. So wow, that’s very cool.

Paul: I think it’s cool.

Chris: This is like this is a second confirmation.

Paul: Yeah, it can have a very positive effect on you, but at the same time it can have a negative effect on you. Now, I’m not referring to somebody talking about you negatively. An article talks about that and I’ll get into it. But let’s say, something — okay, FIFA World Cup, let’s say, then the title of my company was —

Chris: It’s this Saturday, by the way.

Paul: Oh, yeah, that’s right.

Chris: The finals. FIFA World Cup finals is on Saturday.

Paul: Sunday.

Chris: I’m sorry, it’s on Sunday. You are right. The third place is on Saturday?

Paul: Third place is on Saturday.

Chris: You don’t even need to watch that. It’s just crap, but finals is on — and it’s Spain versus Holland.

Paul: Netherlands.

Chris: Netherlands, yes. How come they get two names?

Paul: Yeah, I don’t even understand that.

Chris: I guess we’re United States and America.

Paul: America, yeah.

Chris: And of America.

Paul: That’s true.

Chris: That’s cool. We’re — it’s cool —

Paul: So let’s say, the title of my company is FIFA, right, for some odd reason. Everyone’s tweeting Facebook and writing stuff about FIFA. So if it — let’s just say, it happens to be related to my company and I sell official FIFA jerseys, right. Everybody’s talking about —

Chris: Everyone wants a referee jersey.

Paul: Yeah, there — [Laughter]

Chris: [Laughter]

Paul: So everyone’s talking about, they’re tweeting about my company and my brand and keywords related to me. It can increase my search engine ranking. Guess what happens next month when the World Cup is over, you know. No one is going to be talking about that and I’m using that as an example so it can help you —

Chris: Good example.

Paul: — and it can hurt you. So when people stop talking about it, like the positive that happened — let’s say, you jumped up to the very first page, first position when everyone’s talking about you, when they stop you’re going to lose that unless you do something to keep it. And what it was, there was a company called econsultancy.com did a study on a company called Magners. And basically, what happened — Magners sells a cider, I assume it’s a European country ’cause I don’t think we’re that big on cider here. And —

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