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Sixty-first Internet Marketing Podcast May 21st 2010. Second page of Transcription
Chris:’Cause we are internationally recognized as SEO experts.Thank you very much.All right.So what do we got?
Paul:I ‑ I did a little research on keyword match types and I’ve titled this “Long Tail Versus Short Tail,” but that’s wrong.
Chris:Keyword match types.Okay.
Paul:Okay.So everybody, everybody at this point should have had some experience with the Google keyword selector tool.Let me give a little sidebar, a little tangent here.There is a new keyword selector tool.If you used it, you’d know it always had keyword at Google AdWords Beta because it was always in beta. So there’s a new keyword selector tool.You can actually use both and if you’ve had trouble getting to either one of them as probably ‑ my ‑ like if you Google it, it doesn’t always come up as the first result now, and I think it’s because they’re just maybe within the last three weeks released both and…
Chris:Oh, let me understand this.A Google product is not the first result in the Google search engine.
Paul:Which is odd.Man, which is odd.Yeah, I was like “Whoa!”
Chris:See, you know, one of the things we talk about with our clients and we make very clear is we can’t guarantee anything, right, ’cause we are not Google.If you want guarantees; we suggest you do pay-per-click, which we suggest you do anyway.Mostly though, we’re talking to these clients in terms of organic placement.We can’t guarantee anything.We’re not Google.We are world-class at what we do and we always say, “Give us a number of months and you’ll never leave.”But if Google can’t get their own shit on the first position, what chance, you know, we can.That sounds wrong, right?
Chris:But if they can’t do it, you know, what kind of guarantees can ‑ so if you’re dealing with an SEO company that is giving you guarantees, here is the kind of guarantee I can give you.Give us 20 keywords.Let us choose the keywords.I guarantee you one will be in the first position.
Paul:There you go.We’ll start with Blue One Armed Widgets.
Chris:Because I’m going to get some sort of ‑ yeah, we’ll start with Blue One Armed Widgets.That will be on the first page.So yeah, those are the kinds of guarantees that you’re going to find out there.Just be careful.This is as with most advertising.You know, what kind of guarantee of business could you get from the Super Bowl?You know you’ll get a ton of traffic, right?
Chris:You know it’s going to cost you an arm and a leg and another leg.
Chris:And probably one more arm.And there’s no guarantees on that.So this is, you know, search engine optimization is more along the lines of advertising.So give us a number of months and you’ll never leave.
Paul:There you go.So all right, match types.If you’ve used a keyword selector tool, the match type, if you’re not using match types, you really need to be.It’s really a tool that was selected ‑ that was created for AdWords, but the keyword selector tool lends a lot of not credibility but it lends a lot of utility to the SEO community.So all right, let’s ‑ now we’re all at the keyword selector tool, the default match type is broad match.There are four match types ‑ broad match, phrase match, exact match, and negative match.I don’t ‑ negative match is solely for Google AdWords.So, I don’t really mess with it, but I’m going to go over the different match types and why you need to using each of them.
Okay.For a broad match, if you put ‑ if you search for let’s say checking account in the Google keyword selector tool, the default setting is broad match.Here is what that means and this is very important when it’s time to select your keywords.It will come up with ‑ it’s going to give you a combination.The search results say, “Okay, checking account has 10 million searches.”Now that means it combines all searches from the word “checking,” all searches from the word “account,” all searches from “bank account,” all searches, any search ‑ any search created with the word “checking” in it and any search created with the word “account” in it, and any combination of those two together.
Chris:So broad really means like B-r-r-r-o-a-d like a capital “B.”
Paul:Like it’s broad.It’s absolutely possible, okay?And that’s just ‑ that’s just way too much.Even you’re using ‑ I mean, I just think it’s way too much even if you’re using a long tail keyword, and that’s podcast 45 so go back and listen to that.The only reason I know that is because I Googled it.
Chris:I think Googled.
Paul:Yeah.I was Googling ‑ I Googled something and podcast 45 came up, long tail versus short tail.
Chris:And by the way, if you’re using broad and you’re spending a whole lot of money, give us a call.We’ll be happy to take that money and give you the same results.
Paul:There you go (Laughing).So now, I don’t want to say don’t use broad match ’cause it’s awesome for research just to kind of, you know, I use it all the time when I’m kind of trying to figure out how people are searching for certain things.So, broad match is the default setting.Be very careful about it, you know, and whenever I sit down with new clients, people always ‑ I’m showing them keyword search results and they’re always like, “Oh, I want that lawyer.”And I’m like, “Whoa!”
Paul:They’re all here.
Chris:You and 5 million.
Paul:There you go.Exactly, you know.And, you know, everyone wants to go after short tail keywords because they had a huge search numbers but then, everyone is going after those.And FYI, short tail, long tail, basically, long tail is three or more keywords.So…
Chris:And one of the reasons you don’t want to go after a lawyer, actually more important than okay, traffic or whatever, is the fact that what’s going to be on the first page is, you know, intensive articles about lawyers, Wikipedia.And so if somebody is actually, you know, if somebody is doing a research paper on a lawyer, they’re going to be happy with the results from the term “lawyer.”If somebody is looking for a lawyer in their hometown, they’re not going to be happy with those results, so they’re going to adjust their search anyway.So, you could spend all your time trying to get on the page, first page for lawyer.You’re probably not going to get first, second, third position.So as soon as they see Wikipedia and whatever the next two are, which aren’t going to be related to lawyers who actually do lawyering, liaring, lawyer, liaring, lying (Laughing).
Paul:(Laughing) Boy, that’s not funny.We have a lawyer client on our SEOs.
Chris:He is good though.
Paul:He doesn’t lie.
Chris:He doesn’t lie.I mean, come on.Then, you know, they’re going to read ‑ they’re going to change their search anyway.So it’s not ‑ that’s not necessarily what you want.So, you know, that’s one of the things we first do is kind of bring in the customer and explain, you know, why you don’t want a lawyer?Why do you want it?You know, if you were ‑ maybe if you were a school, a lawyer school, maybe you want to be on the first page, right?
Paul:There you go.
Chris:’Cause even then, that’s…
Paul:Exactly.And that kind of leans back to the long tail, short tail thing like if you want to go after a short tail term like “lawyer,” is the person that’s searching for that actually looking for your service?You know, if you are a personal ‑ he is some personal injury attorney, a guy searching for a lawyer isn’t necessarily looking for a Houston personal injury attorney.He might just be doing a research.So as another test…
Chris:I mean, if you look in the broad base of what happens in law, he is more likely looking for a will.
Paul:There you go.Okay.
Chris:I mean, that’s one more predominant things that people do or smaller things, court, or you know, so it’s that kind of thing.
Paul:So that’s, I mean that’s another reason you want to go with long tail key.I mean, not to say you don’t want short but you definitely want long tail.They are ‑ they are more relevant to people that are searching.So if someone is typing in a long phrase like “I need a lawyer in Houston, Texas because of my personal injury claim,” he most likely is looking for a…
Chris:Personal injury lawyer.
Paul:There you go.
Paul:Okay.So all right, there is broad match and phrase match.Phrase match is okay.So what was I using?I was using checking account.Phrase match would be ‑ and you can type, you know, you put the same keyword selector tool.If you put it in quotes, what that means is if you put a checking account in phrase match, it’s going to look for “checking account.”
Chris:The words right next to each other.
Paul:Right next to each other in that order.However, it will look for ‑ it will also include in the search results high-yield checking account, student checking account, checking account for my grandmother.It’s going to come up with a lot of different other things.So it’s…
Chris:It still maybe very broad.
Chris:And it has to be that exact keyword.
Paul:But yes.So it’s a little more ‑ it’s still broad but it’s a little more refined than just broad match.Now, phrase ‑ that’s phrase match.Exact match.If you put a term into the keyword selector tool, put it in brackets, it’s going to search for what’s in those brackets, that’s it.So, my example was tennis shoes but I should have put checking account because I want to stay consistent.
So, checking account, you put it in brackets.The keyword selector tool results will find out exactly how many times people searched for checking account.That’s it.No words in between.No words before or after.So, that’s very important to understand.So those ‑ and then there’s also negative match and I already talked about that.What it is is, you know, if you put a word in your negative match, that means I don’t want my ad to show up when someone types in this particular word.But again, that’s AdWords.That’s not SEO.So, broad match, phrase match, exact match.
Now, when we’re doing keyword research or when you’re doing keyword research, you want to look at all of them.
Chris:Well first, you should have us do the keyword research.
Paul:There you go ’cause we look at all of them, and you really want to decide.You can ‑ by looking at the three different types and you come up with a number, you can kind of decide, “Okay, which one of these are really searching for me?”Which, you know ‑ and hopefully you’re using long tail keywords.You can kind of differentiate it and I won’t go into exactly how I do it but I can kind of figure out.”Okay, this percentage of people searching for checking account aren’t looking for you.This percentage of people kind of are and this percentage of people are definitely looking for what you’re going for.”Just by looking at the search numbers and then you look at how many people are searching for them.You can add numbers.You do a little math and add and subtract, and it’s kind of complicated, but it’s yeah, you know.So that’s why you really want to do it.
And again, going back to long tail and short tail, you probably want to really be leaning towards long tail keywords and then running those through a keyword selector tool with general, broad, exact, and phrase, and then from doing that research, you can ‑ you really can kind of hone it down to which one of those people, which ‑ how many of those people are actually looking for your products and services, not just looking for a checking account.They’re maybe looking for a checking account, a high-yield checking account in Houston, Texas.So I hope that makes sense.
Now, if you live ‑ I just learned this today.I did not know this so I can’t really take credit for this.Two days…
Chris:I’ll take credit for it.
Paul:There you go.
Chris:I’m cool with that (Laughing).
Paul:If you live in the UK, which I now understand to be not one country.I’m sorry.I’m from the US.Geography was not my strong suit.
Chris:Geography is not our strong suit (Laughing).
Paul:There you go.I just learned that a couple of months.The UK is not a country.It’s a collection of countries.So if you’re in the UK, what’s up to everybody in the UK, especially Darren ’cause I know Darren’s there.
Chris:Woo-hoo!Darren and his brother David (Laughing).
Paul:Yeah.UK and Canada, and why Canada, man?Like seriously, why can’t we get this?This is a new modifier you can use to ‑ on the broad match.And basically what it is is you put a plus symbol in front of checking.You search checking account.You put a plus symbol in front of checking.What happens is that you’re telling Google in the keyword selector tool that the word checking is of utmost importance.So, and then you know, you can read a little bit more about it, but I just wanted to let you know, if you’re in a ‑ what’s up, Leo?Leo is here, everybody.
Chris:Leo!How is it going?
Paul:What these Cougs are about, that’s what up.
Paul:You can say that.Everybody say what’s up with you all.