How important is website continuity?

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This is a transcript from our 52nd Internet Marketing Podcast(2nd page).

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How important is website continuity?

Chris: So they’re apprehensive about that and so, yeah, I never thought of that of having a phone call as an option to sign up even for a white paper or whatever. Now the 62%, you’re saying — what was that 62% of people follow up some online…

Ken: 62% of people that do a search…

Chris: Right.

Ken: …okay, results…

Chris: Culminates in a phone call.

Ken: In a phone call.

Chris: Wow!

Ken: Just think about it. I have to do this a lot of times. I have to take a step back and say, “Okay, what do I do?” I mean just as a human nature. When I’m not thinking SEO marketing and I’m — I got to find this. I need to go find this. We’re talking about this.

Chris: Yeah, lawnmower part or whatever.

Ken: I’m just like everybody else. I’d go out there and I’d do a search.

Chris: Right.

Ken: What do I do?

Chris: You eventually make a phone call. 62 — wow!

Ken: 62 people out of a hundred prefer to follow it up with a phone call.

Chris: Instead of just firing off an e-mail or whatever. That makes a lot of sense so wow! We used to — and even I started some kind of small businesses that I’ve shut down — actually one. It was online PC parts and in my head I was thinking, you know, I want to set this up so that I don’t have to answer phones. And I kind of knew in the back of my mind that’s not a viable option, you know. You think about companies that…

Ken: We think it could be ’cause that’s what we were told.

Chris: That’s what we were sold.

Ken: That’s what we were like…

Chris: Yeah.

Ken: We don’t have to answer the phone any longer.

Chris: Yes. You can start a business with a webpage and make money 24 hours a day.

Ken: There’s some viability to that. It does increase. Now if you went to say, “I’m not taking any orders online…

Chris: And just phones.

Ken: …I have to call, you know, you’re cutting yourself short too.

Chris: Right. Right. ‘Cause those — you know, in that case, you know, 62% of people they maybe make a phone call and then prefer to order online or follow up with other research or whatever. So yeah — it’s a business and you think about the businesses that really succeed, you know, and do amazing things like a Dell, you know, it’s — and Dell’s Internet technology. I mean the value that Dell brought to the table was all of their capability on the Internet.

You know, being with the search and being the going to business and say, “You’re the boss and he can place an order but the boss has to approve.” I mean they have all this technological systems in place and I promise you, you can get a Dell person on the phone. You know, we can pick up the phone right now and talk to somebody. So, you know don’t dismiss that…

Ken: Another very good company, a very good example of this is Go Daddy.

Chris: Yeah. Oh, yeah. You’re right.

Ken: They’ve done extremely good job at this and you can do everything. Now they’re also a master at upsell and cross-sell but sometimes takes me off ’cause, you know, just…

Chris: She just want to check out. Okay. No, I don’t want that. I don’t want that either. I don’t want that either. Yeah.

Ken: I don’t need all these other stuff. I only want the domains so you have to, you know. But anyway, that’s another conversation.

Chris: (laughing)

Ken: Bottom line is they have the ability for you to pick the phone up and call…

Chris: And go through the whole process.

Ken: And they’ll do it for you without a hassle and they’re happy to do it. And there are some times that if I’m doing something else, I will call because I — you know what, I’m having to do this. I’m going to let this person do it.

Chris: Handle it for me.

Ken: Right.

Chris: I think I had an issue with the Secure Socket Layer certificate with Go Daddy and called somebody on the phone and I actually got results immediately. So yeah, you’re — that’s a great example. I wanted to get in — we were talking about — I mentioned Blue One Armed Widgets and the fact, you know, if you’ve listened to the podcast, Blue One Armed Widgets was something we said, you know, look, getting on the first page of Google is easy. And sure enough, Blue — if you search Blue One Armed Widgets a while ago, we refer — you know, first because no one else is talking about Blue One Armed Widgets, of course. And then we’ve dwindled down and I was searching — I think it was the last week and if you put it in quotes, we’re still first, of course, ’cause no one is searching for Blue One Armed Widgets. But if you just search without quotes, I think we’re like page 3 or something. And…

Ken: Which most of the world’s search — is most of the world’s — unless you’re in the marketing business…

Chris: Right.

Ken: …you’re not smart searching with quotes.

Chris: Yeah. Most people don’t search with quotes. That’s actually very true. And you were telling me that the process — and this makes sense — the process of no longer being on the first page is because there’s no way — first off, there’s — you know, we always talk about backlinks. The only links I’ve got are internal and we’re going talk about internal and backlinks here in a second. But I don’t have any external links coming in which kind of begged the — I’ve heard this before. Is there a difference — I’ve read a quote once that Google doesn’t differentiate between a website and a webpage. So that if you’re on your website, it doesn’t know that you’re linking from internal. You just happen to have a lot of control over internal linking versus external linking. What’s your kind of thought on that?

Ken: No, they know…

Chris: I mean obviously they could know but do they take it into account, do you think?


Ken: Well, absolutely. In fact, because of, you know — well, first of all, the search engine is a machine and a robot, okay. So when in its bare form, it’s going out there. It’s looking at a webpage, okay. But web — it’s no longer the case of I want to rank for this keyword.

Chris: Right.

Ken: Now, yes, that can be done but that’s not where Google’s head — when I say Google, I’m talking about the search engines in general.

Chris: Okay. Yeah. The major search engines.

Ken: So it’s theming.

Chris: Right.

Ken: So what they’re looking at is there looking at this URL that has these pages and because of their LSI algorithm, they can actually read pages the way human brain reads.

Chris: Right.

Ken: It’s not — it used to be years ago you could do some…

Chris: Rudimentary — yeah.

Ken: …black — actually black hat not good stuff where you could put keywords on a page but basically have nursery rhymes and just put your keywords in…

Chris: Inside the nursery rhymes.

Ken: …and you would rank.

Chris: Right. Right.

Ken: Okay. Because they weren’t able to read the page, they were just looking at the percentage…

Chris: The keyword density, specifically keyword density in that case.

Ken: Right. Okay.

Chris: And now they are making a lot more like okay, this — they understand this doesn’t make sense. This is a nursery rhyme with crap in the middle of it.

Ken: Right. Exactly. It’s garbage. So they’re looking at your page that you have up. And they’re looking at it in relationship to the rest of the pages on your site. That’s why a client, if they’re — let’s say, a car wash, right, and they have a bunch of pictures of my dog and my sister’s dog and their cat, my parakeet and all that, it’s going to skew things. Google is not going to know whether you’re a pet store or a car wash and they’re not going to know what to do with you. And you’re, you know, you’re — it’s going to be an uphill battle. So you want these, take them off, create another domain that says, “Here’s my pets.”

Chris: Right. Right.

Ken: Okay. If you need that but if you’re focused on your business, it needs to be focused on…

Chris: Your business.

Ken: …related around your business.

Chris: Excellent. Okay.

Ken: Okay.

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