Paul: Yes. Yes. And that’s exactly what he did. He started paying freelance writers to create original, more detailed product descriptions and recently added canonical tags to his website to help search engines to distinguish original from duplicated content. And you were saying something about the canonical this morning that Matt Cutts said that…? I don’t know. Chris: Yeah. Well, a couple of things. Usually, when you have kind of ecommerce sites, there may be multiple ways to get to a product. You know, just like in WordPress you’ve got categories and you’ve got tags. So you can actually get in — Chuck and I were just looking at his website, the SEO Rapper and looking at how there’s actually multiple ways and what that creates is multiple URLs of very similar content. And by using canonical or 301 redirects, you can actually make sure that Google is not seeing those pages as duplicate content. And if anybody happens to link to any one of those versions, you want to make sure that you have one version that actually gets the link juice. [0:15:16] Paul: Yeah. Chris: And what Matt Cutts says is if you’re going to do either one of these, 301 or canonical, what he really said was do 301. If that’s not an option, do canonical. And the example he gave was if say you’re on a blog and you don’t have access to be able to get… Well, let’s say you’ve got a free website, right? Paul: Uh-hum. Chris: And you don’t really have access to a lot of metatags, first off you shouldn’t have one — Paul: Hang on. Thank you, thank you. Chris: [Laughs] Paul: Because I’m like, wait a minute. Chris: [Laughs] Let’s say you do just for — because you’re new and you didn’t hear our podcast– Paul: Yeah. Chris: — prior to setting up your business and you don’t have access to put like 301 redirect tags in a free website that’s templated and you add information or whatever, you can use a canonical tag. That’s something that you can add and that will just say, okay, now I’m going to move off of my free website because it sucks and it has ads and I’m going to redesign a new website. E-webstyle is going to make an awesome website with calls to actions, unique selling propositions, and actually close business and I’m going to put – I’ve got links to my old website, I want to make sure that I get link juice. So you put a canonical tag there saying, hey, I’ve got this similar content here and here, but give all the credit over there. Ignore this one, go to that one. So that’s — Paul: A great example. Chris: — what Matt Cutts said. Paul: That’s what Matt Cutts said. I told a guy the other day, man, like you should be following Matt Cutts on Twitter. Like that’s an absolute must. Because that’s — people say you want to hear from the horse’s mouth, he is the horses – Chris: He is the horse– Paul: He is the horse and has a mouth. Chris: Or he’s at least a molar. Paul: Yeah. There you go. [Laughter] So you definitely want to follow that. So… Chris: One point that I want to make about this article that I think is really important. One of the things that we do here in terms of internet marketing is not just SEO, it’s not just pay-per-click, it’s not just social, it’s all of them. Paul: Uh-hum. Chris: Because, you know, Google is going to make changes and sometimes maybe they make mistakes and they’re retrack them. But if takes them a month to figure out that they’ve made a mistake and are damaging more than 12% or 14% and then they’ve got to retrack, you know, if your business is entirely focused on just organic traffic and they mess with that, which they can. There’s no legal liability for them to mess with that. Paul: Yeah. Chris: I mean there is from the sense that they could get sued and have to defend themselves, but you’re not going to win. Nobody is going to win. Paul: Thank you. You’re not going to win on Google. Chris: So you want to have a broad balance. We don’t discourage anyone from doing radio ads, from doing TV ads, from doing billboards if it’s appropriate for their business. We believe that your marketing strategy needs to be — it’s kind of like everyone knows if I’m investing, I need to diversify. Paul: Yeah. Chris: If you’re marketing, you need to diversify also. And we think in terms of internet marketing, you can diversify well enough if do SEO, pay-per-click because pay-per-click is not going to go away. Paul: Yeah. Chris: Whatever the algorithm they change. And then social — Paul: The natural listings will go away before the paid listings. Chris: Exactly. Paid listing is — Paul: And then they make their money. Chris: — eventually swamp everything out. &
nbsp; Paul: Yeah. So to kind off what you said, you know, you have to think of a new — you have to have a comprehensive strategy and what this article, towards the end they start talking about well what are people doing, how are they… Or what it forced these guys to do is to say, hey, I rely on Google way too much, what else can I do? And a couple of guys they said, rather than — launch email marketing campaigns to past customers. They’re getting people to post product reviews, which was a genius idea because also I read that the Farmer/Panda update, they’re placing more weight on user-generated content. So you bought a Toshiba Laptop and now – Chris: By the way don’t. Paul: Yeah, okay. [Laughter] So now I go on there and I say I bought this piece of junk, don’t buy this piece of junk– Chris: Don’t buy this piece of junk. Paul: — Toshiba laptop. Chris: It has a neat little pen. Paul: Yeah. And so, you know, that’s user-generated content. Google likes that kind of stuff. Chris: By the way, this thing that came up the printer that was hot off the presses, “After listening to a hundred podcasts, I feel like I know you. I submitted an iTunes review and a five-star ranking like the Facebook page. Please let Paul pronounce my name because it is a typical Dutch name so I’m expecting some trouble.” Here we go. Paul: Let me see. Joust Cock? [Laughter] I was like, no man, your last name isn’t Cock, man. Chris: I think you got that bast — Paul: Bastard? [Laughs] Chris: I think you got that backwards. I think that’s Kokke Joust. [Laughs] [0:20:01] Paul: Kokke Joust. It was like it’s either Cock. Chris: Or Coke. Paul: Or Kokee? Chris: Or Kokey? Paul: Cocaine? Chris: All right. Now, he’s calling to tell us how to pronounce it right now. Paul: [Laughs] I know it’s not Cock man, seriously. Chris: All right. Let’s bring out Charles and get his opinion on the Kokke Joust. [Laughter] Just to bring him out in the awkward moment of the podcast. Paul: Well I never – K-O-K-K-E. Yeah, man I don’t know. I don’t know what to tell you now. Chris: Charles — Charles: Fresh of the print. Let me get Paul to screw up very quick Paul: [Laughs] Chris: First, we’re happy you made it. [Laughs] Charles: Oh, the mind is a terrible thing to waste early in the morning. Paul: Charles forgot he worked here. Chris: [Laughs] The morning synaptic depths did not have the appropriate amount of caffeine. Charles: Just you know — just the elevator was not going all the way to– Chris: [Laughs] Charles: It took Facebook to remind me of the day– Paul: It’s like oh, I work there. That’s what’s up. Chris: [Laughs] Paul: I should probably go. Chris: I feel like there’s something morning — Paul: I’m missing here. Chris: There’s something going on. Charles: Why don’t I seem busy? [Laughter] Chris: Yeah. Charles: I should be busy right now. [Laughter] Chris: Well, we’re glad you made it. Did you want to give an attempt in the name or you’re just going to go — Charles: No. Chris: Okay. Charles: I think I’m going to leave that alone, man. Chris: [Laughs] Charles: Joost. I appreciate the two of you. Thanks for tuning in. Paul: That’s what’s up. Charles: Everybody watching us. Paul: That’s what’s up. Charles: You know, hit me up. I’m monitoring Twitter so if you’ve got questions let me know. Paul: Your nickname will be Cock Juice. Do not invite your children to this podcast. Chris: Podcast. [Laughter] Charles: Yeah. Paul: I was going to call you in the office, man. Chris: Which is of course what you get when you squeeze a rooster. Paul: Yeah. There you go. That’s what’s up. But hey, man hear this up. Just send us a video, pronounce your name because I actually would like to know. Charles: Squeeze the rooster for cock juice. Paul: [Laughs] Charles: Oh, man, I had another thought I wanted to say that. Paul: Today’s podcast is sponsored by porn.com. Charles: Yeah. Squeezing the rooster like… Chris: — Rooster juice. Paul: [Laughs] Charles: God. Chris: So you heard us and I know you read that New York Times article. Charles: Yeah, I’ll say that. Chris: Anything to add, anything to what we said? Charles: No, but I was listening. I did read the article and I think that it’s just imperative that you make sure you, like you said, diversify. If your marketing is strictly based on natural listings then you leave your company, you know, up to them– Paul: Yeah. Charles: — pretty much. And then apparently they’re making changes. And so, you know, take advantage of other opportunities not just natural but pay-per-click, remarketing, social, and you know… Paul: And I’m sure print media loved this. I’m sure people that — newspapers — Chris: Oh, yeah. Paul: — and Yellow Pages are running out telling their people, oh… Chris: You could be screwed tomorrow. Paul: Yeah, you could be screwed tomorrow, that’s why you need to buy a full-page ad in the New York Times. Not… [Laughs] Gosh. Chris: And we are actually using this article because we had to have a heart-to-heart with one of our clients who went out and duplicated a website and took the content we created and you know, anyway. Charles: Yeah, anyway. Call me in a minute– Paul: Yeah, really. This article from Search Engine Land, which apparently Dean sent, but I found it first Dean. Ha-ha. Charles: Shout out to Dean. He just sent us a direct message, man. Paul: That’s what’s up. Charles: We appreciate
your support too. Paul: I probably didn’t find it first. Charles: Him and Darren are watching right now. Paul: Oh, that’s what’s up. Chris: Oh, yeah? Cool. Paul: Man, Darren, it’s like 4:00 in the morning over there. Chris: No, the wedding was at 4:00 and that was like four hours ago. Paul: That’s what’s up. Chris: So it’s time to get up. Get to work Darren. Paul: Yeah. [Laughter] It’s called five new tactics for SEO-post Panda got it from Search Engine Land. If you don’t read Search Engine Land… Charles: You know, shout out to Danny. Danny said well not all guys– Paul: Yeah. It’s a great. I get a ton of stuff from Search Engine Land. It’s awesome. You should be following them on Twitter or Facebook and subscribing to their newsletter. So now that we’ve talked about Panda, Farmer/Panda everybody knows it changes the way they index stuff and a lot of people suffered from it. What to do now that it’s here. And the article starts about Caffeine. We did a couple of podcasts on Caffeine. Chris: I love this image. This is an image for anybody out there watching. It’s an image of the difference between pre and post-Caffeine. And basically, it’s got like organized blocks and then like a mass chaos universe. Paul: Yeah. Charles: Uh-hum. Chris: And apparently, their statement is Caffeine lets us index web pages on an enormous universal scale. Paul: Yeah. Chris: So that’s from Carrie Grimes at Google so… Paul: And that was really — Caffeine was not an algorithm change, it was more of an indexing change, but it was the change of 2010 and it seems like Farmer/Panda is the change of 2011. So what it allows them to do is just index content at an enormous rate. It’s like — I think he says hundreds of thousands of– [0:25:16] Chris: Remember, we were watching the Matt Cutts video where he said, you know, in order to have an instant snapshot of the web, you can’t really do that. Paul: Uh-hum. Chris: They have the power– Paul: Oh, yeah. Charles: To do it. Paul: But they would shut down the internet. Chris: but they would shut down the internet if they were to try and take a snap, an instant snapshot. But, you know, the logic of that is, okay, we’re constantly adding articles to the web. Like I think the number is insane whatever it is, millions of articles an hour. And, you know, at any given moment, the Google snapshot is actually wrong. In fact, every moment it’s wrong because it doesn’t have the most recent article that was pasted. Paul: Yeah. Chris: And he was like our goal is actually not to grab that because it would take down the internet. Paul: Yeah, it would take down the internet. Chris: So Google has the power to take down the internet. Paul: So what Caffeine is — Charles: Which is not surprising. Chris: Yeah, yeah. Charles: If somebody could do it — Paul: Google could do it. Chris: Yeah. Paul: Caffeine, I thought this was a great line. It says, Caffeine gave them the ability to index hundreds of thousands of gigabytes a day. Chris: Actually, that was hundreds of millions. Paul: No, that’s what — it takes a hundred million gigabytes of storage. Chris: Oh, my bad. [Laughs] Paul: But it allows them to index over a hundred thousand gigs a day and that’s… So you’re looking every 10 days, you know, a million plus gigs. So that’s – Charles: A hundred million gigabytes of storage. Paul: So a year ago — Chris: Gees. Paul: I mean let me see. A year from today, that number will be a billion. Yeah. Chris: I feel like doing a Beavis and that’s not much. [Laughter] Did you hear Beavis and Butthead is probably coming back? Paul: Really? Chris: Yeah, I heard about it. Paul: Gosh. Charles: What? Paul: [Laughs] Chris: [Laughs] Paul: I like the TV for your butthole. That’s when he puts this thing over and — Chris: Like…. Paul: Yeah. Chris: Like chichikaka[0:27:01] [Phonetic] [Laughter] I need… Paul: So what Panda really does is it focuses on quality — Charles: Beavis does the sounds just like that… [Laughter] Paul: I was going to go on the back of my head, that was prett
y good. Charles: That was pretty good. Chris: [Laughs] I’m actually the voice of one of the guys. Paul: Yeah. Chris: I don’t even know which one sounds like… Paul: What Panda does is it focuses on quality, content quality, authority, trust, and we talked about trust in a couple of podcasts ago, credibility, and also incorporates user signals. So that’s what Panda does. And then it goes on and it says, what are five things you could do, it gives five tactics you can use post-Panda. First, it says decide, which URLs are canonical and create strong signals. And I’m still grasping like his — Chris’ job is the canonical. So I’m like, yeah, I don’t know. I don’t do that. Chris: Sorry, yeah. Can you hold please? Paul: Thanks. Chris: Chris, canonical line 1. [Laughs] Yeah, basically, this is talking about determine which of your URLs is the one that you want to present as the one that Google should be indexing. Charles: Yeah. Chris: Yeah. And so it’s saying make sure you have those. I don’t know exactly what they mean by create strong signals other than making sure that you have canonical tags on the non-target pages. They don’t mention 301. I got — you know, the Search Engine Land is so well respected, it does feel a little good when you catch them on something? Paul: Uh-hum. Chris: 301 from what Matt Cutts said is actually significantly more important and you should actually focus on that. When you don’t have that as an option then you should do relative canonical. The other strong tags are robot exclusions so you can actually exclude the non-authoritative page like Charles mentioned. And, you know, make sure that your link structure is geared towards that so… Charles: Yeah. Sitemap is the key here. Chris: Yeah. Charles: It did mention XTML sitemaps. You know, on a sitemap that’s pretty much a page where all the lead links are and so on that page, with these links with the current domain name that you want to go with, the quick URL rather that you want to go with. Chris: Yeah, yeah. Charles: Also, you know, [0:29:15] [Indiscernible] Chris: Yup. Paul: The second thing it says, decide which URLs are most valuable and ensure that they are indexed and well optimized. And another — just kind of go back to… Well, I kind of felt like that what Panda is doing is it’s saying, rather than trying to index everything, which is, you know, it is going to do, make sure that your most valuable content is being indexed first, you know. So if you have a thousand pages on your website, don’t focus so much on making sure that you get all thousand pages in. You know, you want all thousand pages in but you want to make sure that the top 10%, 15% that people go to are indexed, they are optimized. Chris: Easy conversion pages. Paul: Yeah, there you go. Because that’s what Panda is kind of focusing on is the important stuff, the good content. [0:30:03] Charles: It seems like Panda is making — is going to force you to shift your efforts towards link sculpting. Paul: Yeah. Chris: Yeah. Charles: All it is, is it will go off the navigation and how people get to the site, which page is the most important. And so basically, you don’t want to have all your link juice going to a page where no conversion can happen. Paul: Right. Charles: You know, you want your link juice to go to a page where the content is there, the CTA is there and where the conversion will likely happen. Chris: Yeah. Charles: That’s the page you want indexed. Chris: And that kind of boils down to — you know, we always say keyword, keyword, keyword. Paul: Uh-hum.