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Unknown Secrets of SEO
Thirteenth SEO Podcast March 27th 2009.  Second page of Transcription

Paul: And they’re making money. Hey, let’s put a tool out there to increase the spend that people have. Having said that, it is a great tool. It does have some really powerful things. It’s pretty simple and it has some neat features. You can actually click … there’s two selections on the far left. One of them is descriptive words or phrases and this where you might type in keywords that you already have or if you’re really novice and don’t really know how to break down your keywords, you might type in “find the plumber” which is not how most would actually … not the words that most people would put into Google to find a plumber, but it might be what you put in there. Putting “find a plumber” and it will come up with some interesting phrases. Additionally, on the left, there is a website content. If you already have your website up, maybe you put it up and you’re happy with the content and now you’re like, okay well I don’t really understand how I convert my content into keywords and understand what keywords are of any value. You can click that and then put it into your website and it will actually parse your website and look for relevant keywords. That’s a pretty nifty tool. Then of course it’s got what’s called a capture or character recognition or whatever because they don’t want … they’re called bots but really they don’t want programs continually hitting this page and stealing information from it, etc. We can actually type in “find the plumber”.

Chris: We can actually type in something else, what does HVAC. Let’s just do “find the plumber” because that’s going to get a little too complicated. Let me put in my captcha symbol here, if I can understand it. Sometimes those captchas, you’re like, what is that letter.

Paul: A lot of times.

Chris: And then you’re like, apparently I got it wrong, let me try again. I just put in “find the plumber” and put up relevant terms. What it does on the top, it’s the most relevant to what Government computers use to find information on Joe the plumber. That’s an interesting selection keyword.

Paul: That is actually a keyword phrase.

Chris: Everyone they think of Joe the plumber and they go, let me go over and type government computers use to find information on Joe on the plumber.

Paul: I give up.

Chris: Remember a software. No one is actually looking at this going, yeah no one ever typed that. The scary part of this is somebody did type it.

Paul: Remember in the last podcast, we were looking at terms that people search and found.

Chris: There are some pretty whacky terms out there.

Paul: You’re definitely right about that.

Chris: In this particular case, find the plumber, find Joe the plumber, there’s about five on the top and this is kind of the most relevant why Google considers the most relevant to exactly what you typed in. It says “not enough data”, and what that really means is that not that many people search those particular keywords. I am happy to find out that I was right. Most people don’t type in find … I put “the plumber” and that’s kind of weird. So maybe “a plumber” would be more relevant. In fact, let’s go ahead and change that “the” to “a”. In fact, Google might even skip those small letters anyway, so it probably won’t matter. The nice thing is that once you’ve done that captcha image recognition thing once, you don’t have to keep doing it over and over again. This is a little more relevant. We got rid of our really long, long term. “The plumber” was keying on the phrase “Joe the plumber” which is of course in the press a lot after the election. Now we can see, “find a plumber”. There are about 2,900 searches for that in the month of February. This is a term that we would probably not …. A typical regional plumber we would not recommend that they even try and get that term specifically because they’d be wasting a lot of effort on getting “find the plumber” because…

Paul: They’d be finding plumbers in California, Florida, New York when they’re in Kansas.

Chris: So it’s just not relevant for a particular occasion. Now, the company that can…

Paul: Router-router …

Chris: Exactly. That’s a great example. If they approached us or we approach them, we would suggest, you need to have good search engine placement for “find the plumber” because that literally is anywhere across the country and they would also want things like plumber or licensed plumber.

Paul: That’s what I like about the tool, that little checkbox that says “use find synonyms”. We put in “find a plumber” but it searched for other things related to finding a plumber like plumber, plumbing contractor, plumbing company because billions of people out there will search in different ways with different terms. I like that they included that because this is one way to get other ideas about keywords that you may not have thought about that could be very relevant to your company.

Chris: Commercial plumbers is an example. Somebody may come approach us and we understand they are plumber. We now from our experience understand that that means that they do HVAC so we have already expanded the amount of keywords that we can work. Now, we start asking, do you only do residential or do you do commercial. We of course ask this question, which one is more valuable and which one do you sell the most. Do you do more residential or do you make more money out of commercial. That’s probably what I would estimate that they probably do more residential and they make more money on commercials. We would really want to focus a couple of terms on the commercial side and then lesser quantity of terms for the residential just because there’s more value. Again, it really boils down to the ROI. If we’re going to be spending your money and our effort on getting some search terms for you on the first page, then let’s make them the most valuable. Let’s get the most bang for your buck. You’re going to be happy and you always are when you’re with us. We’re going to be happy. It gives us a lot of joy to…

Paul: To help our clients. To help them make some money.

Chris: We’re looking for people who are not participating in the recession and we want to help you not participate in the recession.

Paul: Exactly because we refuse to participate. Call us the next one.

Chris: Leave a message. The really top section again is keywords really related to the terms you typed and then the bottom section is additional keywords. There are a couple nice things. You can actually download the keywords in text format CSV format. Actually CSV format is text but CSV stands for … well, I don’t know what CSV stands for but usually it is a comma delimited file that Excel is really comfortable working with. We use those a lot on the programming side. There is actually a really long list. It’s not necessarily intuitive that I type in “find the plumber” and it starts making intelligent suggestions such as toilet repair, faucet repair, sewer cleaning. All these things are things that you might be looking for if you’re looking for a plumber. This would give us a good idea. If something in the Houston area comes in, our first inclination is going to be to send them towards Houston plumber, Baytown plumber depending if they handle Baytown … [Galleston] plumber or whatever their region is. We would look for local stuff. Then we could also start getting into … Finding enough keywords is never a problem for us.

Paul: This is a Blue One Armed Widgets.

Chris: Did we mention that last time? We’re on the first page.

Paul: I don’t think we did.

Chris: It was about three or four podcast ago I told you how easy it would be to get first page placement for something not everyone talks about. I mentioned Blue One Armed Widgets. I threw up a page. I was actually within a week that it is on the first page. If you go type in Google “blue one armed widgets”, we’re position one. If we’re not position one…

Paul: We can start selling Blue One Armed Widgets.

Chris: That’s just to show you that actually search engine optimization is very easy. If you’re finding a challenge with it, just understand it’s very easy for us. Come let us show you how. With all these extra options that we see here, we would do leak detection Houston, toilet repair Houston, toilet repair Baytown depending on what kind of budget they wanted to spend on it. If it was a local router-router chain, they’re going to have a significant budget and we’re going to go after all of those things. What’s going to happen on all of these terms … none of these terms are regionalized in here. So it’s water heater, bathroom plumbing, sewer cleaning, leak detection. When they’re not regionalized, we know what’s going to happen. They’re going to come up and there’s going to a bunch of people who maybe don’t service their area. They’re going to immediately go back and then type in one of their area. That’s just what going to happen. That’s very powerful. That’s pretty much that tool. You can get on there and play around with it. I will put a link to this on our blog if you want to check this out. When we get this podcast up, we’ll actually have the link on this podcast.

Paul: One thing that I like to play around with is whenever someone is looking at PPC, you can kind of adjust what information that keyword selected shows you under that dropdown bar. It is choose columns to display. You can look at advertiser’s competition, your estimated ad position. That’s where it will tell you, hey if you bid this amount you could be within first to third position, fourth to sixth position or whatever it is. I had “show all” and then it will tell you everything. It will tell you how much…

Chris: Let’s do that.

Paul: It will tell you much people are bidding on this particular keyword so you can find out, hey, what’s going on with this word. This plumber might be worth five bucks a hit or plumbing contractor might be worth fifty cents. This is a great tool that we’ll use to kind of figure out, hey what words can we go after to get the most bang for the buck. Do we want to go after a five dollar keyword or could we get good hits and some placement faster with a five cent keyword just going out random numbers. That’s one reason I really like using this tool. It just helps give more details information about that particular keyword, what’s happening with it, what kind of position can I get If I’m bidding this amount, what kind of position can I get or how much traffic that particular keyword is getting this month, how much it gets on average and all kinds of stuff. It will even go and tell you the traffic per month for the last 12 months.

Chris: That’s what I was just looking at right here. We can look at this. I don’t know, let’s look for something that has like an interesting trend to it. One second plumber, I don’t even know what a one second plumber is. I would assume that’s just the cleaner.

Paul: It’s called drain-o.

Chris: Here’s a general contractor and it’s got an interesting trend. Watching trends is what we like to do on a regular basis because with trends we can understand, okay maybe we need to actually change our campaigns from one month to next or one season to the next. In here, general contractor, well that’s pretty generic or not associated necessarily with plumbing. I’m just thinking, there’s probably…

Paul: I can think of one that would really play into this would be a roofer because it’s in the end of March. Roofers are about to see a spike if they haven’t begun to see already. They’re about to see a spike in their searches.

Chris: Everyone gets their roof done spring summer.

Paul: That and also we should see at least in the Houston area after the hurricane.

Chris: It was a huge spike in the late fall. When did that sucker come? September?

Paul: I’m not good with dates. I was in San Antonio drinking a margarita. I was and I won’t do that again.

Chris: I would guess that it was September-October or at least that it was until September the internet was up so people could start searching. But you can look at this, the volume is just low like barely on the chart. This is for roofers Houston. I typed in “roofers Houston” and set get keyword ideas. Then in September and October, spikes are huge. Actually, it is still significantly higher than it was before. My neighbor still has plastic on his roof.

Author: eweb-admin