How to use Google Intelligence for Search Engine Optimization

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Forty-second Internet Marketing Podcast Dec. 11th 2009. Second page of Transcription

Chris:             And really, all Google, again, is doing is like what’s outside of the standard deviation.  Well, and we want to flag it, we want to let you know, hey, here’s something that’s an anomaly you should look at.  And, man.


Paul:               I think that’s cool and when you show like I have always seen Google Intelligence.  I’ve never really played with it that much.  It was — again, come look at this.  And you can see this.  And here I didn’t even set this up.  I think that’s really cool that Google just say’s, “Hey, we’re going to do this for you.  This is a little odd.  We’re going to watch it.”


Chris:             Yeah.  You — or at least we’re going to flag it so you should watch it.  So …


Paul:               Yeah.  Oh, yeah.  There you go.


Chris:             Yeah.


Paul:               Do your own.  Do your own analytics works. (laughing)


Chris:             Yeah.  You say you got something to …


Paul:               Google is not going to do it.  What I did is, you know, I’m playing around with Intelligence and there’s a little button that says “Custom Alert Types.”  And I’m like, oh, well, I assume this means I can create my own custom alert types outside of the one that — ones that Google set up for me.  Here’s a different list of things that you can set up your custom alert types for.  My handwriting is kind of iffy but you can set up a custom alert for all traffic, for the visitor type, and that — is that what Google did for us?


Chris:             Yes.  Yeah.


Paul:               They set up for a specific type.  You can set up alerts by city, region, country, or territory by a campaign ’cause you might be running multiple campaigns.  You can set up for e-words …


Chris:             Keywords or e-words.


Paul:               (laughing)


Chris:             They are electronic.


Paul:               E-word.


Chris and

Paul:               (laughing)


Paul:               Making up words here.  Okay.  Keywords for your source.  I’m not …


Chris:             Sources where the traffic came from.


Paul:               Okay.


Chris:             Yeah.


Paul:               The traffic source, a medium.


Chris:             That’s a psychic.


Paul:               If you’re a psychic — and your referral path.  Maybe your referral path was a search engine, was another website.


Chris:             Yeah.  Referral path is typically from another website.


Paul:               Okay.


Chris:             Medium may be — was it organic?  Was it pay per click? 


Paul:               Okay.


Chris:             Was it referral?


Paul:               And you can also set up for your landing page and your exit page.  And so, I’ll play you with that a little bit and you can go in and okay, you can set up an alert for you exit page to say that when my exit page gets this many visitors.  And once you set your custom alert type, all right, our custom alert type is landing page or exit page.  You can go — again, there’s further metrics.  You can say where my traffic increases or my new traffic increases to this landing page, when my percentage of traffic decreases to this landing page, when my keyword count, when my traffic to this landing page comes from this particular keyword.  I mean you — I could do this all day.  But it gets really, really, really in-depth.  And I think these are really cool stuffs.  I’m going to play around with this and give you guys some good information and we’ll play with the e-webstyle site.  And if you’re lucky, we might actually show you something so you can see something — if you’re lucky.  Only the special people.


Chris:             All right.


Paul:               Maybe all — maybe only the USTREAM people will get to see it.


Chris:             Yeah.  That’s a good call.  So, it’s also that you can customize it.  I think this is also amazing that they do all of these already.  I think probably what will happen is if you really start digging into this, you’re like, you know what, I like this.  I like what’s going on.  I’d like a little more detail.  I’d like to set up some allow and custom things and, you know, clearly you can customize this at the wazoo, that’s an e-word.


Paul:               I think — yeah, there you go.


Chris and

Paul:               (laughing)


Paul:               At the e-wazoo.


Chris:             (laughing)


Paul:               I think I like — I think it’s really cool about the city one like when you said when one of our clients is getting traffic from California — I guess that’d be region or state — I think that’s awesome because I’m trying to think, okay, if I’m in — we’re in Houston, Texas, and let’s say we have an alert where we’re getting a buttload of traffic from Phoenix, Arizona, that’s something that we can investigate.  Like you said, Google sets it up so you can go and investigate and see what it’s about or let’s figure out where our Phoenix, Arizona traffic is.  Oh, maybe we forgot that we ran a newspaper ad.


Chris:             Yup. 


Paul:               Or a radio ad or …


Chris:             Another thing is, you know, whether if you ran a newspaper ad in different types of newspapers in four different cities and it’s going to kind of alert you.  Obviously, you should be watching that anyway but it’s going to alert you of, you know, specific quantities of traffic that were larger than normal from a particular city.  And so, if you did really well in one city, you know, what was that newspaper?  Is there an equivalent type of newspaper?  Here in Houston we’ve got kind of the liberal arts, you know, what’s going on in town called the Houston Press.  You got the Houston Chronicle which is just news.  And so, you know, which publication should you be publishing in. 


Paul:               That’s cool.


Chris:             Those kind of things can really help you.


Paul:               And these can really help you.  And then — I said, you know, what if you’re running a newspaper ad?  I forgot to say.  Well, what if you’re doing SEO.  And that’s it.  This is what I should have said, you know. What if you’re doing SEO in multiple cities, in multiple suburbs around your city?  Houston, L.A., and New York are surrounded by suburbs — Houston, Woodlands, Katy, Sugarland, Tampa, you know.  And for some of our clients we actually track these things so …


Chris:             Yeah.


Paul:               That can be very important.


Chris:             And that’s a good point ’cause just so you know about some of the services that we provide, we do do national campaigns.  We do what we call an NFL city campaign for the 33 cities that have been — it think there’s 33.


Paul:               Explain those though.  So, I know what you’re talking about ’cause …


Chris:             It’s the 33 cities that have — in a national football league teams.  So, it kind of — you know, the fact that they have a national football league means they have a market typically that’s large enough to pursue and so we’ll do an NFL campaign.


Paul:               You know, that’s a really good point because, you know, I’ve never really actually thought until you introduced that.  So, I never thought about, oh, well, if they actually put a football team in this city, they probably have an expendable income or expandable — whatever the word is I’m looking for.


Chris:             Disposable.


Paul:               Disposable like four hours of entertainment.  So, if you live in a city like that, you want to mark the city they probably have disposable income or can afford to pay for you products and services whether they are elective or not.  So, I think that’s a very cool — very cool.  I didn’t know it.  Now we shouldn’t have said that.  Now we’re giving people tips. (laughing)


Chris:             Yeah.  We’re not supposed to be giving tips.


Paul:               We’re giving people information.  Not all is money now.


Chris:             So, we’ll do NFL or at least you need to go to iTunes and create an account and give us another review.  We need another positive review so that we can have an average.


Paul:               Okay.


Chris:             ‘Cause right now we only have four.  We need five for an average.  So, hopefully some will get that knocked out really soon.


Paul:               And explain what you say national campaign.  I’m not sure if everyone quite understands when we say a national campaign versus a local campaign.


Chris:             Okay.  Let’s just say you’re going to mark it — I don’t know.  Let’s say just routers.  I’m looking at a router every year. 


Paul:               Yoohoo! Routers. 


Chris:             Yes, fired up about routers.


Paul:               (laughing)


Chris:             And if you wanted to say market those routers in Houston, you’d be going after keywords or e-words like Houston router, or Baytown because of the suburb or, you know, all the suburbs and that would be kind of a city local campaign and it would be city and suburb.  If you wanted to go national, you would want the term “router.”  You would want the term “10/100 router” and that’s a communication rate or “gigabyte router” or “wireless router.”  And those terms without any city definition, without any country definition, they’re actually goalable, and because of the ways Google works the action of being national if you’re searching within the United States.  And so, that would be a national — a general national campaign as opposed to an NFL campaign where you would be going after Cleveland …


Paul:               Houston, L.A., New York.


Chris:             … Houston, Dallas, New York, L.A., and going after those major NFL cities.


Paul:               Okay.


Chris:             So, and then we also have a larger campaign which goes beyond that which gets every city over 50 thousand, you know, just going purely off a population.  So, those are things we have available. 


Paul:               The reason I brought — asked them to say this is because that’s something that I had to learn, you know, a while back that there’s a difference.  When you put a geographic term like Houston, before or after a keyword, that localizes that term. And, you know, this is something that — I assume that most of you may already know this but there might be some of you that just started listening and didn’t know, oh, hey if I put my city in front of it, that will change my search result, it’ll change the parameters of my SEO because obviously routers is going to be more competitive, more difficult to get on a first page.


Chris:             On a national scale.


Paul:               Yeah.  Routers Houston.


Chris:             Yeah.


Paul:               So, that’s why I asked them to talk about that ’cause that’s important information.


Chris:             In general, the more words in a keyword — remember when we say “keyword” we’re actually — or “key phrase” might be a better way to put it — the more words in a key phrase, the easier the term is going to be to get on the first page of any search engine because there’s less competition.  There’s more competition for a router than there is for a Houston router.  There’s more competition for video card than there is for Houston video card.  So …


Paul:               Okay.


Chris:             All right.  So, we got two more things just this is going to be real quick.  Again, on e-webstyle, on Intelligence, weekly alerts, this one’s looking at the week of November 8th to November 14th which — does that include that?  No, which is a different week then the day that was brought up earlier  nd this is saying that our goal values are up, up 500%.


Paul:               Okay.


Chris:             The source is Google.


Paul:               Okay.


Chris:             The nice thing, you know, that works for search engine optimization company.


Paul:               (laughing)


Chris:             And although it has three tags, it’s just — we have a goal one, a goal two, and then a per visit goal value and all of those are up significantly for that week.  So, that’s just the week where we got a number of people who were filling out our forms. 


Paul:               So, Google just basically told us, “Hey, you’re getting a lot more you’re used to getting.  You need to investigate this.”


Chris:             And just because we’re here the goal actually is to thank you page after you fill out the form for your free search engine optimization analysis.


Paul:               Oh, really?  Aha.


Chris:             Yeah.


Paul:               That’s cool.


Chris:             So, you can get that free search engine optimization analysis.  You can go to, click SEO, and then on that page you’ll see whether there’s a phone number for you to dial or you can also actually click a button and there’s a form that you can fill out.  When you fill out that form, it goes to our thank you page, that flags our goal, and that’s what this is talking about.


Paul:               Okay.  Now, hang on.  I got — et me get — let me — I got something.


Chris:             Oh, Paul is going there so I’ll kill time while Paul is over there.  All right.  Well, the next thing that we have — and we’ll come back to that — the next thing we have is monthly alerts so daily, weekly, monthly.  Here we’re looking at July 1st through July 31st and what do we got? Average time on site, 26%.  So, for that month compared to other months, the average time on site was actually down.  Goal was up.  Goals — goal one and goal two are per visit goal value was up.  Again, these are just automatic intelligence reports that Google gives and it’s awesome.


Paul:               It’s always awesome.  Well, I went to go run right down is it says we got a new request for analysis.


Chris:             Oh, okay.


Paul:               I want to find their names because I could not remember them, but go ahead.


Chris:             That’s it.  I think we’re good. 


Paul:               So, to those of you who helped us achieve these goals of getting to the thank you page of our request a few analysis form, I want to send a special shout out to a couple of people.  To Tee of …


Chris:             Go Tee.


            Paul:               Go Tee.


            Chris:             Go Tee.


Paul:               I owe you an analysis.  I may have butchered your URL.  I’ll get it next time.  Another one is a Darren over in Europe.  I believe he’s in Europe.  Darren’s website is, which is why I think — is that Europe?


Chris:             Europe, yeah.  He’s actually following us on Twitter now.  I saw him.  He’s just joined. 


Paul:               Oh, really? 


Chris:             All right.  Shout out to him.  All right, Darren.


Paul:               Darren Booey and Tee and also Louis Fountain — Louis Fountain of Fountains Firearms here in Houston …


Chris:             Awesome.


Paul:               … who — we picked up a new podcast listener and she submitted a request.  To Howard Sheppard in Detroit, Michigan at we picked up a new podcast listener.  He is a life coach.  He’s actually my life coach and Sadie Seymour at — excuse me, Sadie Sonnier at Seymour Associates in Nederland, Texas.  We picked up a new podcast listener so thank you very much for listening guys.


Chris:             No wonder these goals have gone up, right?


Paul:               That’s right. 


Chris:             That’s awesome.


Paul:               More people are listening which is very cool where people are watching, too.


Chris:             All right.  Again, you can send us an email.  If you don’t want to go and fill out the form or whatever, just send us an email, tell us how wonderful you think we are or how boring you think we are or how great Chris is.


Paul:               If you think we’re boring, why don’t you keep that to yourself?


Chris:             (laughing)  Yeah, yeah.


Paul:               You know your momma says, if you have nothing nice to say, don’t say anything at all.


Chris:             Don’t say anything at all.


Paul:               (laughing)


Chris:             All right.  So, I think we’re done.  If you want to send us an email,, that’ll arrive at a couple of desks here, potentially this one here.  Now we’re broadcasting from Javier’s cubicle.  This is the end of our podcast.  We’ve had a great time.  Hopefully, you’ve learned a lot of information.  Make sure you contact us and make sure you stalk us.


Paul:               Stalk us.


Chris:             And until the next podcast which is actually going to be in the New Year.  Bye-bye.  I’m Chris Burres.


Paul:               And this is Paul Hanson.


Chris:             Bye-bye for now.


Paul:               Merry Christmas, Happy New Year.

Author: eweb-admin