Facebook, User Generated Content, Internet Marketing

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Sixty-second Internet Marketing Podcast May 28th 2010. Second page of Transcription

Chris: Yeah. Yeah, while they were up and alive. You know who else the founders of Kazaa, you know, other company they started?

Paul: Who?

Chris: Skype.

Paul: Wow! That’s cool.

Chris: Same dudes.

Paul: I didn’t know that.

Chris: Same dudes. Kind of like PayPal. It took illegal and free. (Laughing)

Paul: (Laughing) They got to a legitimate business.

Chris: Into ‑ yeah. I love their ‑ their URL, RDIO, instead of RADIO, radio. It’s RDIO.

Paul: That’s kind of cool. So hopefully those guys do well. And Chrome is to provide video tech free streaming in the Chrome. There’s something called WebM but it sounds kind of cool.

Chris: We’re going to do a shout-out. Do you got any shout-outs? Did you collect all the shout-outs from last time that you promised this time?

Paul: Ah, I did not. Sorry. Err!

Chris: Oh, I’m sorry.

Paul: I want a shout-out to all of our Facebook friends. I was taking a look at our Facebook page. What’s up to everybody on Facebook? That’s where I’m in now. I don’t remember anyone’s name except for our homeboy and he knows who he is.

Chris: Yes.

Paul: Who…

Chris: ‘Cause he is…

Paul: Yeah, he actually got a logo for us. That was awesome. We appreciate that.

Chris: Darren Booy put together a logo for us and it’s listed on our ‑ on our Facebook page. Go check it out. I mean, when we started this and then somebody had said, “You know what, some guy, one of your listeners, is actually going to put together a logo for your podcast.” We would have said…

Paul: I’m going to be like, “We’re going to be on the air that long? Wow!”

Chris: (Laughing) Listeners? I thought we were doing this for in house? Yeah, the person who is going to do the logo is Javier.

Paul: (Laughing) Yeah, there you go.

Chris: He’s a listener. So he put together a really awesome logo and then we followed him back to his Facebook page. And he is apparently really good with Photoshop.

Paul: Yeah, the guy’s pretty awesome.

Chris: ‘Cause he’s got some sort of karate picture and he is upside down and clearly that’s Photoshopped.

Paul: (Laughing)

Chris: (Laughing) ‘Cause there’s a shot in the gut right there, Darren.

Paul: There’s no listener of our podcast who have that kind of coordination.

Chris: This shout-out I wanted to give is not to anybody in particular, at least not that I know. We have a listener in Hong Kong.

Paul: That’s what up.

Chris: We have at least one listener in Hong Kong. So, whoever is listening to us in Hong Kong, ni hao ma?

Paul: Yeah, oh, that’s the only thing I know in…

Chris: Oh, I should have said, “Hao bu hao?”

Paul: Yes, ’cause I don’t know what that means.

Chris: The same thing.

Paul: Oh, okay.

Chris: Just like a more informal version.

Paul: It’s like “Hello, how are you doing?” and “What’s up?”

Chris: Yeah, what’s up? (Laughing)

Paul: That’s awesome.

Chris: Xie xie. Let me do this. Xie xie ni for listening.

Paul: That’s what’s up.

Chris: Yeah.

Paul: Beijing 2008 Olympics. That’s ‑ that’s all I got. That’s all I got. (Laughing)

Chris: Bird’s Nest, beautiful architecture. There’s lots of crickets in that Bird’s Nest too. All right, what do we got? What else do we got? I think we have exceeded our Gino time limit and somebody is going to call about our Gino humor limit. Here we go. So this is our podcast for today. What goes into good SEVO design?

Paul: Good SEVO design. For those of you who are just tuning in, one, shame on you, two, search engine visitor optimization. And, you know, every time I’m reading on the ‑ you know, when I’m trying to do some research for the podcast and like looking at this and ‑ and it’s hard not to kick the same dead horse. But really, there’s just a few things people should really focus on and we try to give you, you know, some extra outside of the main topics. But SEVO and link building and content, those are really main things so it’s always important to come back to them.

But when I’m doing research, everybody is like, you know, you want to do your ‑ you want to set your website up for readers, for visitors, for humans, and that seems ‑ that’s like a huge trend over the last couple of years. You do your ‑ your SEVO or your SEO for people that are reading and so that’s why, you know, Chris coined the term SEVO ’cause that’s you do it for your people. You build your website for the people that are going to buy your products and services or visit your website.

Chris: Search engine visitor optimization. So we ‑ and we even said, we even coined the ‑ the phrase that SEVO begins at SERP, search engine results page.

Paul: Yes, SERP is search engine results.

Chris: So, if you can actually get in your description of phone number or something so that they look you up, they find you, they don’t even have to go to your website. They can immediately contact you. That is what we say ‑ that is what we mean when we say SEVO begins at SERP.

And there are some very important things to search engine visitor optimization. And again, this all boils back to kind of our mainstay, which is if you provide a good experience to the Google user, you are going to do well in search engine optimization and you’re actually going to do well in convergence. I mean, this is ‑ this is not ‑ we have never seen like search engine optimization as an island, web design and development as an island, and the process of convergence as an individual island. It’s all part of one big peninsula and…

Paul: There you go. Man, you had really geography today.

Chris: So it’s not like ‑ yeah, it’s one thing. It’s all goes together, it meshes together, and when you do it all well together, you’re going to succeed either for your own business or for the businesses that you’re helping. If you’re a search engine optimizer or just come to us and we’ll take care of your peninsula for you, ’cause we’re good at taking care of peninsulas.

So what goes in to good SEVO design? What would ‑ what would you say is like the most thing?

Paul: The first thing that I can think of ‑ the first thing that comes into mind is, you know, in good design, I’m thinking the fold of your website. If you visit a website, you know, you get their search engine results, you click their listing, you get most likely their homepage. The first thing that comes into mind is what can you see above the fold? Like where your laptop or your screen cuts off? That is like ‑ that’s the first ‑ that’s like prime real estate.

Chris: And above the fold, I mean, just to give you an example of what above the fold means, if ‑ there you go. Above the fold is actually a term that comes from print advertising where you’ve got a piece of paper that’s folded and the first thing that the user sees, imagine a tri-fold brochure. If you’re not watching us right now, imagine a tri-fold brochure and, you know, above the fold is the first thing. It’s that first fold.

Paul: Mm-hmm, it’s the first fold.

Chris: So what do they see first? And so, you’re exactly right. Yeah, the first thing is what’s the first impact that you have on them? What are some of the things that we absolutely want to have in that first impact zone?

Paul: Well obviously, you want to have your logo. You want to have your business name. You want to have your contact information above the fold. And that could be a number of different things. It could be your phone number. It could be your email address or a contact form, you know. That’s prime real estate. What else do you want to have? You want to introdu ‑ you want people to be able to look at your website above the fold and be able to tell what you do.

Chris: Also, you want your keywords.

Paul: Keywords.

Chris: You got to make sure your keywords are there because if they search for something, they ended up on your website, and having searched for something, they want to see those keywords above the fold. They want to see them quickly.

Paul: And here is something that I think a lot of people do. And I was ‑ I was talking to a guy earlier this week, and maybe not a lot of people, but I see this often on the web, you know. People like to use ‑ and I’m calling it a web banner but I know that’s not the proper term. So you go to someone’s website and at the top, they have like their logo and this nice little banner-looking thing.

Chris: Kind of a letterhead.

Paul: Yeah, kind of a letterhead for a document. And sometimes they’re like ‑ and this is depending on your screen resolution and size ‑ sometimes it would be like an inch or two. Sometimes it’s like six inches tall and it’s got Flash and it’s moving. And I’ve seen it where it takes the whole fold.

Chris: Yeah.

Paul: Everything is just like this web banner and it’s interactive and it’s cool, but I was like…

Chris: It’s missing a couple of things.

Paul: Like everything.

Chris: Everything like…

Paul: It’s just keywords, yeah.

Chris: Like the calls to action. You know, one of the things ‑ and we’ll talk here in a second about calls to action ‑ but you mentioned it. You want to have your phone number or an email address or a form. That’s what we call a call to action. Hey, email us. Hey, give us a call. Hey, fill out this form. Those are calls to action. So, in what you’re describing. They don’t have keywords. They don’t have calls to actions. They don’t have any sort of ‑ well, it’s all branding and no, you know, if you’re Coca-Cola, you can do that.

Paul: Yeah.

Chris: In fact, if you’re Coca-Cola, you can just put a bear on there and not even have your name, right?

Paul: Yeah, do whatever you want.

Chris: And guess what? They’re going to know where they’re at and they’re going to know, “Oh, wow, this is probably going to be really cool and interactive ’cause it’s Coca-Cola.” If you’re not Coca-Cola, then you spend as much time educating as you are branding. We’re not suggesting don’t brand. We’re suggesting that, you know, until your brand is ubiquitous, you need to actually ‑ and that big word just confused me.

Paul: You need to ‑ you still need to sell your company.

Chris: Exactly, you know, in what you do.

Paul: Exactly. So ‑ and I don’t want you people to think that, “Oh, putting a ‑ excuse me ‑ a web banner or a Flash banner is wrong.” It’s that you don’t want it to take up your prime, prime real estate, ’cause that to me, above the fold of your homepage is the most important part of your website ’cause it’s the one thing that gets the most action out of anything. And this is on a case by case ‑ this is ‑ I’m going to say a majority rule for most websites.

Chris: Yup.

Paul: The first place is going to be the homepage. It’s going to be your most visited page. The first thing they see is what’s above the fold so you need to have those things. And then we also just touched on calls to action, which we haven’t talked about in a little while.

Chris: Yeah.

Paul: And this is just a pretty much a rule of thumb that we created. I’m lying but I’m going to take credit for it. You want to have calls to action on every page. You want to have at least one call to action on every single page. And in my analysi ‑ si ‑ zes ‑ the analyses of things that I do, I’m always telling people you want to have at least one call to action. You wanted to have ‑ on your homepage, you better have one above the fold to get them to take action. You want to ‑ you pretty much want to guide your user through your website. “Hey, this is what I want you to do. I want you to…”

Chris: Texas Orthopedics has like two right above the fold.

Paul: Yeah.

Chris: On every page, just you know. If you’re a patient or if you’re a doctor, click here.

Paul: Click here. And it could be something very ‑ I tell people it doesn’t have to be ‑ it didn’t even always have to be direct like click here. Click here to sign up for a newsletter. Click here for lowest prices, news specials, whatever. Click here for bad jokes. It doesn’t matter. But that’s telling someone what to do. It could even be something subtle like “View our portfolio.”

Chris: Yup, yeah.

Paul: Or, you know…

Chris: It doesn’t have to be like something interactive directly between you and the company. It just needs to be interactive with them within the website. So…

Paul: Yes.

Chris: You know, getting them to go to another webpage or portfolio or whatever it is. You’re exactly right.

Paul: Yeah, it could be to just take them to a different page. And I tell people, you want to kind of guide them. “Hey, I want you to go to my homepage, my products page. I want you click this product ’cause it’s on sale. I want you to add it to your shopping cart then I want you to make a purchase.” And you can kind of you know.

Chris: Send us the money.

Paul: Yeah, you can kind of guide them through the path that you want them to take. Now, it will probably never happen the way you want it, but you can kind of guide people to your site the way you want it. Calls to action are being important. You should be going to your site. Every single page needs to have a call to action.

Chris: Yup.

Paul: Now, if you were using ‑ if you do e-commerce, that’s going to get a little more complicated and time-consuming but it should still have a call to action.

Chris: Yup.

Paul: On every single page.

Chris: Needs to be a priority, calls to action. Absolutely. In fact, that’s the first thing that I wrote down on the list, which by the way is just part of the more important thing that you mentioned which is above the fold, like the first ‑ the first thing that they see is what you need to focus on.

Paul: And there is more to SEVO design than above the fold. That’s just my soapbox that I jumped off.

Chris: That’s a ‑ it’s a big part of it. Absolutely. So calls to action. There’s another call to action or something that really can be useful and that’s what are called whitepapers.

Paul: Okay.

Chris: Or any sort of informative papers. If you can put together an article of, you know, top ten reasons you shouldn’t use the competition. So you certainly don’t want to title your article that way, but it should be, you know, top ten reasons of efforts or whatever this service fails or this…

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