Google local ROI, Google Analytics

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[podcast]http://ewebstyle.podomatic.com/enclosure/2009-09-18T14_38_26-07_00.mp3[/podcast]

Third E-Webstyle.com SEO Podcast Dec. 15th 2008.  Third page of Transcription

Chris: The next thing we have on our list is search engine local maps and it applies to Yahoo and Google. This is a–it’s something we would probably–we’ll probably handle in an entirely separate podcast because it is–excuse me, a very important story and a very important tool. And it is part of our base package. We set our clients up with Google local maps, we give them some good advice about how they can get on the first page of Google local maps when it’s possible, when it’s not possible, what they need to do. You know, all of that great stuff. So we really help our clients getting there. One of our clients and it’s actually–it’s a theater here in Houston that I performed with, Third Coast Comedy. I do improv with them and their biggest traffic comes from people typing Houston comedy. And it comes not because they’re on the first page organic but they’re on the first page of the Google local maps. And so, you know, that’s an example of getting significant traffic just being in the right space on Google local maps and we do do that with our clients.

Paul: So the–OK, now tell me. So the guy that doesn’t know how to find Google local maps or what it is or what it looks like, how could you know when you’re looking at Google local map?

Chris: OK. So, specifically with Google and it’s not local maps. It’s actually Google local.

Paul: Yes.

Chris: It tends to have a map with it. Google local will–there’ll be a separate section. So if you type in, I don’t know, you can type in–what’s with…

Paul: David, dentist, (Adelle)–that I guarantee there’ll be one on dentist.

Chris: Yes. Dentist Houston then, you’ll end up with a Google local map section. And the Google local map section, again, it’s not map but it’s Google local section.

Paul: [laughter] Yes. I got to keep it calling Google local.

Chris: It’s written here. So I’m going to keep saying it until here…

Paul: [laughter] Sorry.

Chris: I’m going to scratch it out.

Paul: Yes. You can scratch them out.

Chris: There you go.

Paul: [laughter]

Chris: So on Google local, it’ll show up there just–and I’m going to type this in.

Paul: All right. Dentist Houston, I’m going to Google that, what comes up?

Chris: So the very first thing, you see pay-per-click and we covered that. That’s the sponsored links at the top of the page and there are three of them in this case. And they’re in kind of yellow. So Google’s kind enough to indicate to you who the sponsored links are. Immediately below that, it says local business results for dentist near Houston, Texas. And it’s got a list of A through J and then there’s a link, more results near Houston. So that’s what we’re talking about when we talk about Google local–I’m going to say it, maps.

Paul:  Yes. [laughter]

Chris: When we talk about…

Paul: We need to change it. I need to change it to Google local maps now.

Chris: [laughter] So–and then right under that, under that more results near Houston, you’ll see Houston dentist. Actually, you’ll see the regular organic results. So, we don’t have a client–a dentist client yet so you don’t see us on the front there yet.

Paul: Yet. [laughter] I like that.

Chris: I believe Paul is working on a dentist or two. So that’s–that would be Google local, not maps but Google local.

Paul: And you definitely want to set up a Google local account or have a personalized to your company set up one for you. There’s a lot of value in being listed there in the Google local or being enlisted on any local version of search engine. It’s going to have that map comes up, you know, it’s got A through J. It’s a quick visual reference to see, “Oh, well this guy’s located here in this spot.” There’s a lot of value to that.

Chris: And we include that in our SEO package. So, the next thing we’ve got here, the next view here is landing pages. Wow. Given that I’m flying to New Jersey, I’m a little worried about landing here pretty soon.

Paul: Yes, landing in the ice.

Chris: So what is this landing pages all about?

Paul: And it sounds–well, I think the name kind of helps give the definition. It’s where you land. When you go and your Google that, you’ve searched for something on the search engine. Your landing page is where I–if typed in dentist Houston, Texas. I’ve come up with a list of dentists that Google’s going to provide for me. And I click on one and I go and I land on a specific page.

Chris: That would be the landing page for that term.

Paul: That would be the landing page for that term.

Chris: (crosstalk) If they we’re doing search engine optimization. Exactly. And landing pages also typically refers to not just your core. Say, you’ve got five, 20, 100 whatever the main pages of your website. Landing pages also can refer to OK, those 100 pages they’re kind of doing well with certain keywords and we really want to focus on another set of keywords and we don’t want to lose any of the position we have on the existing pages. So we’ll make a new landing page and that landing page can have specific target and you know we’ll target a specific keyword or small set of keywords.

Paul: So, a dentist who might be optimizing for a bunch of different things.

Chris:  Cosmetic Dentistry for instances.
Paul: OK.

Chris: Say he is a dentist and he’s got a great wonderful site and he’s doing really well. Dentist in Houston is doing really well for cavity Houston whatever it may be and then he decides that he’s partnered with somebody new who does cosmetic dentistry as a focus and he wants to add that rather than jeopardize the position that he might have for the terms that he’s already doing well with, we would make a landing page, a new landing page, cosmetic dentistry. Obviously he should have page in general for cosmetic dentistry because that’s something that he’s added to us his practice but we might actually add a couple more landing pages that weren’t in the general scope of the website but were available again via site maps to Google so that it would have a lot of keyword, rich text and content.

Paul:  Because if someone is searching for it, you might be thinking, “OK, why do I need a landing page?” If I am searching for cosmetic dentistry and I find your listing, I click on it and I get to your Contact Us page or your Office Hours page, you know that’s not–I wasn’t searching for that. I’m searching for cosmetic dentistry and I want to land…

Chris: What you’ve just described, creates a bounce.

Paul: There you go, a bounce [laughs], I’m going to bounce back to where I was because I’m looking for cosmetic dentistry. So, you want to make sure that your landing page has got the information that that person is–or your landing page is relevant to the search.

Chris: And that’s part of what we offer for our search engine optimization here.

Paul: That’s correct.

Chris: We work continually on search engine optimization and then on a quarterly basis we’ll actually do an analysis from the perspective of your potential clients that is, “OK, we’ve got great search engine placement for XYZ terms. We’re working on great search engine placement for K through L terms. On those terms that we’re doing really well on, when they do go to–when they do click it and get to your website what do they see? And I can give a great example, I already mentioned Third Coast Comedy in the case of Google local they–anybody who had typed in comedy Houston would end up on Third Coast Comedy’s main page. This is a great example. I’m glad it came up.
Well, Third Coast Comedy their core business is actually selling training services to corporations. We’re Houston so we’ve got a lot of oil based companies here, so BP, Shell, Exxon Mobile. They sell training services that turn outs that the rules of improv are really great training tools for anybody. So, you get your office working and communicating a lot better. That’s what their big business is. So somebody goes in but–and they happen also to have an improv show on Friday nights almost every Friday nights which I happen to perform in. So if you guys are in Houston certainly come out and see me and let me know you heard us on our podcast. So that particular term that the way people were finding the website was Houston comedy. They would click it, they would go to the Third Coast Comedy page and they wouldn’t find anything about comedy.

Paul: It would be about corporate training and…

Chris: It would be a bounce page (laughter)

Paul: If that–I mean that I would bounce. That’s not what I’m looking for. I’m looking for comedy. I’m not–I’m looking for a Friday night improv show. I’m not looking for ways to train my employees.

Chris: Exactly and so what we did is we just made a small modification on to the very first paragraph to make sure that anybody who goes there for Houston comedy sees it immediately then get to a page that’s more specifically relevant. They didn’t want to change their front page but they did want to capitalize on that traffic that they were getting. So that’s the kind of analysis that we do on a quarterly basis when we’re working on a search engine optimization campaign for you.

Paul: So, would it be safe to say that a relevant landing page could reduce your bounce rate?

Chris: Yes.

Paul: Or to help keep people there?

Chris: Yes, yes. I think–emphatically you can say that (laughter).

Paul: Oh, I’m going to say it emphatically. (laughter).

Chris: All right.

Paul: So you need a landing page, you need a relevant landing page. That’s very important.

Chris: I think that’s good. The next thing we have here and I’ve actually drawn a box around it.

Paul: That’s important.

Chris: Because it’s Web Analytics. In this case it’s actually Google Analytics, anytime you’re going to endeavor to do search engine optimization, you need to have some way to track and I’m going to use a big corporate word that a lot of people don’t use, metrics.

Paul: Oh, that’s a big word.

Chris: Isn’t that good? It’s kind short but it has an “X” in it.

Paul: [laughs]

Chris: It’s really…

Paul: That makes it. Any word that is special has got an “X” in it.

Chris: So, we can out of the box metrics that we want to monitor can be monitored with Google Analytics and that’s what we used here.

Paul: Why would you want to do analytics?

Chris: OK, so Google Analytics is a way where you can monitor how every piece of traffic gets to you, what keywords do they use to get to you, how–what other websites? Say you’ve a link on some blog somewhere or you’ve got a link somewhere else or you’re even purchasing a banner somewhere that you’re hoping will give you some traffic. You’re able to track that information from Google Analytics and you’re actually able to do a whole lot more. We will definitely do an entire podcast on Google Analytics.

Paul: Yes, the next podcast.

Chris: And then some of the tools that Google provides and you maybe asking, “OK, here’s a free tool Google Analytics. Why would you use a free tool, you know, you’re a big SEO company. You can afford any piece of software to help you with anything.” And frankly it’s the best thing out there.

Paul: It’s awesome (laughs). It’s just awesome.
Chris: And it’s getting better all the time, so probably one day it’s going to turn around and bite us on the butt because they got so much data. I just don’t see the draw back of that ultimately. I know there are a lot of people who are really concerned about privacy and it irks them that this company gets a lot of information. For us whatever that irk is, it’s not worth looking for another product that’s–or using another product that’s just not as good. So, if you’re doing your own SEO, you definitely want to have in my opinion a Google Analytics account. Your opinion?

Paul: Definitely a Google Analytics.

Chris: That’s a 100 percent (laughter).

Paul: We’re two for two. And you know why pay for an inferior product.

Chris: Exactly.

Paul: Google Analytics is awesome

Chris: Very true. The other thing that if you’re out there and you’re looking for search engine optimization, you’re educating yourself so that you can make better decisions and work with the right company, you really should request, insist, you know, whatever is it put your foot down and say, “Look I want you to use a Google Analytics account on my website and I want you to give me access.”  The way we work is we’ve got all of these pages and when we’ve got–one of our employees needs to start working on one of them we add his e-mail address to the Google Analytics account so that he has access to the specific data on that account. So, your SEO company or E-Webstyle.

Paul: E-Webstyle (laughter)
Chris: Will actually–once we get your Google Analytics account setup. If you don’t have a Google Analytics account we will set one up for you and that will give you access to your domains, traffics information and that’s a really nice feature. Its’ really–it just allows you to monitor everything that’s going on on your website and you really want to do that because you can. You look at newspapers, you look at Yellow Pages, you look at radio ads or whatever it maybe. That’s a lot harder to track, where that traffic goes, where those dollars go. You know, at the end of the month, you know Paul takes call from–we do have a Yellow Pages ad and we can ask Paul how many calls did we get and that’s depending on Paul keeping track, you know writing it down.

Paul: Write it down on a sheet of paper.

Chris: So, if he’s on the cell phone in the car and the phones were forwarded or whatever it maybe and he does not have opportunity to write that down then those metrics can get lost. They do not get lost in Google Analytics so that’s pretty, pretty important.

Paul: Yes and I’m sure a lot of business owners out there are wondering or may think, “Where does my business come from?” and they may not have someone tracking every phone call and asking, “How did you hear about us?” but you can do that with Google Analytics. It will tell you everything, who came to see you, how they got there or where they came from, what search engines they use, what keywords that they used, you know, it’s just an awesome tool.

Chris: What browser they use.

Paul: Yes.

Chris: Where their IP address is, what part of the country/world or whatever. It’s just an amazing piece of software and we will certainly talk about it later because we’re just barely touching surface here. Well, it looks like we’re about halfway through our list. It seems like a good point to stop our podcast actually.
Paul: It’s time to cut it off.

Chris: So, just to kind of recap real quickly, link building on your website very important, Meta Tags you want to work on those. Again, e-mail us if you have any questions, you want a site map, search engine local or something that’s your search engine optimization should provide. We do. It’s part of our package. Landing pages are a great way to target keywords and still keep the standard aspects of your website consistent, so you’re not necessarily altering the use or experience by having all of these pages that they could just get lost and confused and then Web Analytics. So, next time we’ll talk about a little bit about Article Submission, very powerful Direct Resubmission and we’re going to talk about the king.

Paul: The king, content. Your content is king. That’s what I’m looking for. When I’m searching your website, I’m looking for your content.

Chris: If you haven’t heard that phrase, “Content is king” then you haven’t been researching SEO for very long because content is king absolutely. There are a bunch more things we’re going to cover. Please check back with us on our next podcast that will be our third podcast. It will be in the New Year 2009.

Paul: We’re going to shoot for a first week of January?

Chris: Yes, yes absolutely.

Paul: Yes.

Chris: Yes, so we’re going to sign off here. Paul you have a great Christmas.

Paul: And Chris you do the same.

Chris: Thanks you.

Paul: Be safe.

Chris: Yes.

Paul: Landing in Jersey.

Chris: Hopefully that goes really well. Don’t tip any cows in Beaumont.

Paul: I can’t make any promises (laughter) when in [inaudible] to tip cows (laughter)

Chris: And have a great New Year and we’ll see you in the New Year. This is Chris and…

Paul: Paul Hanson, Sales Manager.

Chris: Signing out. We’ll see you in the New Year.

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