Search Engine Visitor Optimization SEVO

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Forty-third Internet Marketing Podcast Dec. 18th 2009. Second page of Transcription

Chris: And — so all of those — all of those — now, those are actually profiles. So, when you go into each one of those profiles then you can see details about the traffic to individual pages. So, I’m a little confused about your question. Hopefully, that answers. I think — the short answer when you say, should you use a brand new profile for each page in the website? The answer is no. One profile for all of the pages in your website is correct. And you do need to make sure that the Google Analytics code is on every page in your website.

So, we typically design our websites so that there’s a header page and a footer page and it’s consistent throughout. We’ve talked about website consistency and the value of that for your searchers, for your visitors. And then we’ll just add the Google Analytics code into the footer or the header or something along those lines. And so, hopefully, Darren, hopefully, that answered your question. If not, hit us back and we’ll clarify it just a little bit more and we’ll get a better answer for you.

Paul: But good question, Darren. You got a couple of great questions. Another piece of fan mail from southwest of Western Australia from John Reynolds and

Chris: That’s the Pacific, right?

Paul: That’s what I thought it was or he was like, southwest of Western Australia would be the middle of the Pacific Ocean. So, he’s broadcasting his pirate signal from a boat. So, what’s up, John? John had a question. He says …

Chris: B y the way, Western — there’s like areas like New South Wales was a part. Western Australia may be a province.

Paul: Oh, really?

Chris: I’m not sure.

Paul: You mean like its own?

Chris: Like a province, like a state.

Paul: Like its own — okay.

Chris: Western Australia.

Paul: Oh.

Chris: That’s a possibility.

Paul: Oh, okay.

Chris: So, then southwest of Western Australia kind of make sense.

Paul: I hope not because that way I look stupid.

Chris and

Paul: (laughing)

Paul: So, I hope that’s not true. (laughing)

Chris: It’s either you or me, damn it. What’s he talking about, Western Australia is a state? Is there a state called Western America?

Chris and

Paul: (laughing)

Paul: Well, I guess you’re right because there’s South Africa.

Chris; Yeah, there you go.

Paul: There’s a — at least I never said I was a geography whiz. Okay. So, John…

Chris: I never said he was a whiz. (laughing)

Paul: I never said I was a whiz. There we go. John, he says, okay, Google openly admits that there are around 200 signals that they look forward ranking a website. Yeah, we only hear about of three of them: content, keywords, and links. So, where are the 197?

Chris: I mean this is worth repeating ’cause this is such a great question. Google does talk about having over 200 triggers for their — for their algorithm and we talk about content –what are they? — content, links, and — we talk about it so much we don’t remember.

Paul: Content, keywords, and links.

Chris: Content, keywords, and links. Where are the other 197? What a great question.

Paul: Right.

Chris: Who cares?

Paul: Yeah — no. (laughing)

Chris: You think you need to know that? Look, all you need to know …

Paul: Is what we tell you. That’s right.

Chris: If only it were that simple.

Paul: Yeah.

Chris: So, we spent some time. We did some research. We, you know, made a couple of calls and found some answers to this. Now, this is really some …

Paul: Thanks, John. First of all, you put us to work.

Chris: Yeah, we appreciate that. And we found a bible. (laughing)

Paul: Yes, it’s full of SEO — different SEO things.

Chris: It’s like 50 pages or something.

Paul: And this is something we found from — we did not write this. We found this from seomoz — seo …


Paul: … .org — seomoz.

Chris: If you get on there and you search — if you get on seomoz, the URL again is really long. If you get on and you search for search ranking factors, I’m sure you’ll come up with this. The title of the article is “Search Engine Ranking Factors Version 3.”

Paul: Version 3. Here, take a look at it.

Chris: There, you can see it.

Paul: So, this is what we found. So, what we found is that they gave us like maybe 10 or 12 categories of factors. Now, maybe 10 categories, 8 to 10. And then if you click into one of those factors then they give you a list of 10 to 20 actual techniques that you could use. And we’ll start — we may not give you all of these today but here’s the first category.

Chris: When you say “may”

Paul: May, yeah.

Chris: I think you — what you mean to say is there’s no way in hell …

Paul: There’s not a chance that we can cover all of this information.

Chris and

Paul: (laughing)

Chris: This — this is going to go into the New Year.

Paul: There you go. Okay, so…

Chris: This is going to take a year.

Paul: Just the first one that I’m looking at. Goddamn!

Chris: Okay. There’s 24 points to it.

Paul: The first category that we’re going to cover is on page keyword specific ranking factors.

Chris: Wait, before we get started, this is exciting. I did want to talk about. We just — we just got some stuff up for one of our clients.

Paul: Oh, yeah, yeah, yeah, yeah.

Chris: So, let’s talk about that real quick. We mentioned quite a while ago in our podcast that we were going to start work on

Paul: Yes.

Chris: And the first thing that we’re going to do is make changes to the websites — website, and one of the things we needed to do is add content and really this is a good example. We still have more work to do, by the way. But we’re at a point now where we’re able to start search engine optimization. So, we’re talking about two months of preparation and a big part of that is, this is an orthopedic surgery center. We are not orthopedic people.

Paul: At all.

Chris: All right. And orthopedic surgeons are pretty busy. In fact, the whole office is incredibly busy so it took us most of this time just to get the content. And actually frankly, Paul went out, met with one of the representatives over there, compiled as much information as he could and he wrote the content. That’s what we’re willing to do for our SEO, you know, customers and this resulted in the new first page. So, if you go to, you’re going to see a website that now talks about — well, you know, let’s — let’s take a step back.

Go to tosm.orgindexold.asp, and that’s the old index page. and what you’ll see on that old index page for those of you guys looking at the video, you’ll see just an image of — it’s two of the doctors and if you really look at it, oh, it looks like it’s okay, they got two doctors and they’ve written some article and, you know. I don’t know what these guys do. I’m — I don’t know what orthopedics and sports medicine is about. Now, go to and imagine you’ve arrived at this page because, I don’t know, you hurt your hand or wrist, your foot or ankle is injured, your back is in pain.

Paul: My back or spine.

Chris: Yeah. And you come to this page and you look at this page and this is really about SEVO what we talk about all the time, Search Engine Visitor Optimization, which is when they come here, who is the target client and what do they know and what are they looking for? And they just want to know what you do, right? They want to know that you work on hands and wrists, spine and back, hip — knee, hip, and shoulder, and we’re actually showing you some adjustment to this page.

But now, each one of those is a link to a page. Each one of those page is keyword optimized so that we’re going to really start our inbound link work on this website. And that’s where we’re at. We wanted to give you guys an update so this really shows — oh, here’s the newer — good point. Here’s the newer webpage and you can see right there you got four different — the lighting may not be that great — but you got four different — six different things that we do. The company actually wants to add at least two more.

Paul: At least two more.

Chris: And we’re going to adjust the page and we also need to bring in some local components. We just wanted to get to this point so that we could start doing SEO on it in a major way.

Paul: So, now it says, hey, we’re an Orthopedic Surgery Center. We can handle problems with your blah, blah, blah, blah, blah, blah, blah, blah, blah. And that’s cool. That’s what visitors look for. I — my hand hurts and now they’ll probably, oh, okay, they handle hand problems. Let’s go — let’s see what’s up with their …

Chris: Think about it, on that first page if I ended up on this first page because I typed in back pain or there’s nothing that says back pain, you know. This is — this is classic SEVO. If there’s nothing about — if I write on this page because I typed back pain and there’s nothing about back pain I’m going to …

Paul: Bounce.

Chris: … bounce, yes. That’s what I’m …

Paul: That was like leave, go home, bounce. Okay.

Chris: Try a different sur — try a different browser.

Chris and

Paul: (laughing)

Paul: So that’s cool. Check out and look what’s going on with it and, you know, you could borrow some ideas, you know. Everyone should be doing this.

Chris: And give us our comments. You know …

Paul: Yeah.

Chris: You ordinary guys are morons.

Paul: Yeah. (laughing)

Chris: That’s, you know.

Paul: That’s fine.

Chris: We’ve heard that before.

Paul: Yeah. And he’s not with us anymore.

Chris: Rest in peace.

Paul: ‘Cause we killed him.

Chris and

Paul: (laughing)

Chris: Okay. Go for the solo. He’s not with us anymore. It was enough.

Paul: (laughing)

Chris: At least you didn’t tell how we chopped him into pieces.

Paul: I know. We stuffed him in the back.

Chris: He’s under the reception bench.

Paul: Okay. So, on page keyword specific ranking factors. Like I said, there are 24 different tips of things you could do. What I did is — or what we took is we took the ones that we felt were the most important, the ones that of most importance and I found about three out of the 24. The first one is keyword used anywhere in the title tag. I mean, I — if you listened to this we told this before, you put a keyword in your title tag, that’ll take you what, 30 seconds? I mean that’s something quick and easy you can do.

Also, having keyword use as the first word of the title tag. And that’s actually something that you would tell me about if we could use the keyword as quickly as possible as writing content. If you could have the keyword the first thing that has a big — that can have a pretty big effect on your …

Chris: And the header tag, too. One of the things that’s really interesting about this particular article, not only does it talk about — and let’s be honest, this is all guessing, right? This is all guessing. We do not know the Google algorithm. The only people who know the Google algorithm are people who could have been injected with, you know, immediate explosive devices that seem they start to talk about the algorithm and so we’re just kind of postulating, okay, based on our experience what tends to work to get people on the first page.

These are the key factors. Not only did it go through those factors and give some kind of some estimate of the importance. It also had consensus. So, they had a number of people who commented on these things and what was the consensus? And keyword used anywhere in the title tag had moderate consensus keyword used as the first words had light consensus. And I’ll be honest, that really surprises me.

Paul: Yeah.

Chris: I’m really surprised because I would think there would be very high consensus that have any keyword. Now, maybe this was an either/or or something. Who knows how this …

Paul: How they did it.

Chris: How the queries were set up. Keywords anywhere in the title tag must — absolute must.

Paul: Must.

Chris: Keywords as the first words probably — most probably, you know. And it just boils down to, okay, if you knew the title and the title had — oh, wow, this is going to be a hard one to come up with an example — if the title had Houston plumber only or Houston plumber provides great service, that’s one. Or if you had Houston hero saves cat, he is a Houston plumber. Okay, well, it’s just logical that the fact that the keywords are in the first part of the title tag really has more value. That’s the crux of the information in that page.

Paul: Yes.

Chris: And Google recognizes that and that’s what we operate on here. We want the title — the keywords as early in the title as possible.

Paul: Yes. One more that was pretty good was using the — your keywords and your root domain, so if it’s — if you are a plumber having a domain that’s

Chris: Another great example, go back and listen to our interview with Joe Orzack. His domain name, when he started his company, he started with the domain name So, improve my credit — when you go to type improve my credit, his domain has all of those three words in it including USA. So, you know, that’s a great example of, you know, include the keywords in your domain if that’s something that you have a choice to do.

Paul: Yeah. And that’s a really good example. A way to figure out which — we need to put — we need to put which podcast that was so we can let you know.

Chris: Yeah, we’ll put it in the blog ’cause I don’t know where it is.

Paul: Okay. So, those are three things that we found are important.

Chris: Where did you get that information?

Paul: Here’s some more stuff that we don’t really find that’s important. I just want to give you guys examples of, hey, what are the other — here’s some of the other 197 things,

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