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Sixty-first Internet Marketing Podcast May 21st 2010. Third page of Transcription
Paul: So, that’s ‑ that’s only available in the UK and in Canada. It’s not ‑ no one knows when it’s coming to the US or not. So, it is coming but just not. We’re not sure yet.
Chris: So what does the plus do again?
Paul: It helps you ‑ it tells the keyword selector tool that this word is of utmost importance.
Chris: Oh, okay. Perfect.
Paul: So if you put broad match ‑ checking account in the broad match…
Chris: It will lean towards that word.
Paul: It will probably say, “Okay, this…”
Chris: So even though checking and account are in a lot of stuff, it will show you first checking and then…
Paul: And, you know, it will use different variations of account, you know, banking ‑ bank account, but it’s probably going to look for checking in there first. So, and I’ll ‑ when it comes here, I will play a little more ‑ play a little more with it and tell you exactly how it works. Okay. And just…
Chris: By the way, for all of you non-Houstonians, Coug is Cougars at the University of Houston which we’re both alum.
Paul: Woo-hoo! That’s right.
Chris: That is…
Paul: What’s up (Laughing). And another little key point that I put in here about ‑ and this is kind of going towards long tail, short tail ‑ is if you decrease the number of words that you’re using and you’re ‑ and you’re like, if you want to go after checking account, let’s say you’re a bank or you’re an SEO for a bank and you want to go after checking account, we need to decrease the number of words that you’re going after or you’re optimizing for. It decreases the likelihood of relevancy. And if you increase the number of words like high-yield checking account Houston, Texas, you are increasing the chances of the relevancy to you.
Chris: Relevance, yeah.
Paul: So, that’s another testament. I know that was another podcast but…
Chris: And from, actually from ‑ so this is two-fold. So from the SEO perspective, you still want to make sure that you have high-yield checking account Houston, Texas in the text, in the title, in the header, in the header tag.
Paul: There you go.
Chris: So that gives a lot of precedence to that.
Chris: Same with pay-per-click.
Chris: That’s your target page for pay-per-click. That actually Google has a rating system so that you can show up higher ’cause they’re like, “Okay. Yes, Google wants to make money. They also want a good experience for their Google user.” So maybe someone is bidding more than you, but it’s sending you to a page that just says “high-yield checking account.” It doesn’t say “Houston, Texas.” Yours does so they’re going to give you some credit for that.
Paul: Thank you. And that’s ‑ and that’s, I read an article a while back. That is what makes Google what it is ‑ relevancy. That’s why they’re the bomb search engine because their results are more relevant. So ‑ and that’s how. I was explaining to a guy a couple of months ago like the way their PPC algorithm works, it used to be ‑ they changed it last year. It used to be if you bid the most, you get the best placement. And that’s not true anymore. It’s if you have a good bid, you have a competitive bid, and if the landing page that your ad takes someone to is relevant for the key term that you’re using, that is a big ‑ a big, big factor maybe. I don’t know the word. So that’s what makes Google what it is. People like their results ’cause they’re relevant. They like the PPC results ’cause they’re relevant. So that’s why they changed that algorithm.
Chris: That new ‑ by the way, that new focus is one of the reasons you actually should use a pay-per-click expert like us to handle your pay-per-click campaign because you can make it more efficient. Like we said, it’s not the highest bid. It’s the most relevant with the highest bid, right?
Chris: So there is a rating range. So, you may be currently bidding a buck for Attorney Houston and sending him to a page that just talks about, you know, I don’t know, Chris Burres’s Attorney Services, and it doesn’t say “Attorney Houston.” You know, getting somebody who knows what they’re doing with your pay-per-click campaign could get that back down to 50 cents or 25 cents. So you’re not paying as much; you’re getting more bang for the buck. And frankly, from a SEVO perspective, and that’s search engine visitor optimization perspective, you’re going to do much better anyway.
Chris: ‘Cause when people search, they want to see in the SERP, the search engine result page, they want to see those search words. They actually want to see it. ‘Cause if I type, you know, attorney in Houston with personal injury attorney in Houston and I see those words in the search engine results, I’m going to click it.
Paul: There you go.
Chris: Because I know it’s what I’m looking for. And then when I get to that page, I also want to see it again just to make sure I didn’t get suckered onto that page or whatever. So, you know, all of these SEVO and keywords, it’s all tying together like some big universe.
Paul: There you go (Laughing). I was like ‑ I was thinking of something that comes up. Universe, there you go. And this is kind of going back to the last podcast like, if I can say, SEVO is like our ‑ it’s a way to…
Chris: It’s mantra.
Paul: There you go. You know, it’s a way to not be a douchebag. You know, basically it is. It really is. It’s give the people what they want every ‑ you should understand.
Chris: Antithesis of douche ‑ SEVO.
Paul: There you go (Laughing). I like that.
Chris: I’m afraid douche is going to be like a theme for the rest of our podcasts.
Paul: You don’t want to be a ‑ yeah, you don’t want to be a douche. You don’t want to lead people on to think that they’re going to get info about something that they’re no. So, you know, go back to our main principles that we will always go on. You want to have keywords. You want to have good content. That’s for the Google. This is your phrase. I’m going to butcher it.
Paul: Google user…
Paul: There you go.
Chris: You got to give a good experience to the Google user.
Paul: Yes. And then, you know, you don’t want to stuff keywords. You want to make sure. And it’s so easy. I was writing content the other day and I’m just like, “Ooh, let me put this in one more time.” It’s so easy to stuff, man. It really is. But don’t be a douche. I had to check myself. I was being a douche so I had to kind of take it out a little bit.
Chris: Tone the douchiness down.
Paul: There you go. And I’m sure Leo is probably like, “What the hell are these dudes talking about?” (Laughing) I’m kind of worried all the time and I was…
Chris: Limiting the products (Laughing).
Paul: That is the problem.
Chris: Ringing bells, douchebags.
Paul: There you go. So that’s ‑ that’s a little bit long tail, short tail, and a little keyword match types. That’s very, very important. So if you’re doing ‑ if you’re trying to select your keywords and if you haven’t checked ‑ if you don’t want, if you’re not using the new ‑ it took me a while to find this. If you’re using the new keyword selector tool to change your match types, they are in the bottom left-hand corner. And now they have it where you can select broad, exact, and phrase match at the same time. I have no idea why but…
Chris: Do you think broad would cover the other…
Paul: Yeah, exactly. But ‑ and it gives the results for all of them combined. I’m like I don’t want to get that. That’s stupid. But so, if you’re doing ‑ if you’re looking for keywords…
Chris: Google, man. It can’t be stupid. There has to be unbelievably logic. It’s so logical. It’s beyond our understanding.
Paul: There you go. Google can just say, “We’re smarter than you. It’s over your head. Sorry.”
Paul: So when you’re doing your keyword research…
Chris: Did you see my logo? (Laughing)
Paul: There you go. Make sure you want to be looking at general, I mean broad match, phrase match, and exact match, and you know, do some research and analysis and try to figure out, “Okay, this, you know, this is the word that I’m looking for and here is why.”
Paul: And that’s it.
Chris: Awesome. Awesome. We’ll write that down as podcast number 61.
Chris: Yeah, 61.
Chris: Can you believe it? All about ‑ what were you talking about again?
Paul: Keyword (Laughing). Keyword match types, a little bit long tail, short tail.
Chris: The keyword selector tool and the different types that you can match with it. So, that was a great podcast. You did an awesome job, Paul.
Paul: Thank you.
Chris: Again, you can find us at e-webstyle.com. You can also find out Facebook page or our Twitter page. All of that is at the beginning. I’m not going to go over it again. But we would love for you to send us an email at firstname.lastname@example.org. We’d like to hear from you. We’ll give you a shout-out. We’ll do a free analysis for you just so you know where you are or what you need to do. And then, you know, maybe you’ll even let us do it. That would be great. This is the end of podcast number 61. You are listening to the most popular SEO podcast on iTunes. That is because of you. We really appreciate you. Thank you. Until the next podcast. My name is Chris Burres.
Paul: And this is Paul Hanson.
Chris: Bye-bye for now.
Paul: Bye guys.