SEO 2010 Year in Review Part 2

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Ninetieth Internet Marketing Podcast December 17th 2010.  First page of Show Notes

SEO 2010 Year in Review Part 2

Chris:                           Hi! And welcome to the SEO podcast, Internet Marketing, Unknown Secrets of SEO.

Paul:                            [Laughs] Yes.

Chris:                           I still don’t have that man, geez.

Paul:                            Yes. But welcome!

Chris:                           We’ll work on that.

Paul:                            Welcome.

Chris:                           By 2000 — welcome. Welcome you find em’ SEO podcast em’.


Paul:                            Okay, everybody in the other countries is doing the good — that’s kind of like — I don’t know.


Chris:                           It was bad. It was worst than my Irish accent which is in the last podcast. You are listening to the most popular SEO podcast on iTunes. We are doing Part 2 of the 2010 SEO Year in Review. Find Part 1 here SEO 2010 Year in Review.  As I recall, I don’t think I ever saw any other organization doing a 2009 Year in Review.

Paul:                            And I think that’s so us — well, no, nobody else other than us, yeah.

Chris:                           Yeah. So, it’s pretty exciting. Here we are in our second year doing the Year in Review. What we’re doing is we’re going through all of our podcasts and there were 40 some odd podcasts and really kind of highlighting the details and these are — then we were going to get into the details of what has changed in SEO, Internet Marketing — what has changed in Internet Marketing, and that’s awesome. Around podcast number 71, we started giving a tip.

Paul:                            Yeah.

Chris:                           So, we’re going to talk about that tip. Each podcast has a tip from here on out so… Although I don’t know what we’re going to do with tip for 2010 podcast.

Paul:                            Yeah [Laughs].

Chris:                           Other than this —

Paul:                            Listen, I’ll give you the tip for this podcast right now, “Listen to our podcast.”

Chris:                           Listen to all of our — go back and listen to all of our 2010 podcasts.

Paul:                            So far we’re up to about August. We’ve covered about January to August. We’re going to cover August to December now. And I’m trying to think just what happened in SEO up until August. We covered this in just the very last podcast that was about 3 minutes ago, caffeine was introduced to the world I guess, Google’s way — I’m trying to think what else other than —

Chris:                           What Google Places Sponsored Ads were —

Paul:                            It came out, okay.

Chris:                           It came out and so that was really important.

Paul:                            Well, I want to say Google Places really — they really — that was — oh, they changed the name from Google Local Listing Center —

Chris:                           Listing Center, yup.

Paul:                            — to Google Places, and that’s when they started to have a big push for places and sponsored ads. And I’m trying to think — I don’t know, something else happened.

Chris:                           Just the — ‘cause — let’s not forget a little bit of housekeeping. You can find us on You can find us on You can e-mail us at Hey Rob, how’s it going?

Rob:                             Hey!

Paul:                            What’s up Rob? I know one other — wait we’re not finished.

Rob:                             I’ll be passing through.

Chris:                           Go on through. Go on through.

Paul:                            Okay. I know one other thing that happened.

Rob:                             That went well.


Paul:                            During that — up from January to August. Bing and Yahoo —

Chris:                           Announced, yeah.

Paul:                            Yeah. Well, they announced it, and then they actually happen where Bing is supplying Yahoo’s search results.

Chris:                           Yeah, that’s now Bing, whoooo!

Paul:                            -Bing whoo, hoo, hoo.

Chris:                           All right. So, let’s hop right into it. I think I gave all the information out how to find us so…

Paul:                            Okay. And before we hop into it I have one thing I’d like to say because I wrote it down. This is a tip but I couldn’t find it in the podcast — actually two things I’d like to say.

Chris:                           All right.

Paul:                            Today is — what’s today?

Chris:                           Today is the —

Paul:                            The date.

Chris:                           What? The 12th?

Paul:                            The 17th. Today is December 17th.

Chris:                           17th.

Paul:                            Facebook went down yesterday.

Chris:                           What?

Paul:                            I know everybody was freaking out [Laughs].

Chris:                           Wow!

Paul:                            ‘Cause Facebook went down and I thought that was funny.

Chris:                           I don’t know if anybody saw the movie, The Social Network? When Facebook had like no traffic, Mark Zuckerberg freaked out when the website went down.

Paul:                            Really?

Chris:                           I mean, freak.

Paul:                            [Laughs]

Chris:                           Imagine what he does now [Laughs].

Paul:                            Oh, he probably fired the whole department.

Chris:                           [Laughs] Yeah. You’re fired, you’re fired —

Paul:                            The whole floor. Floor number 16.

Chris:                           — I don’t even know what you do.

Paul:                            But you’re fired.

Chris:                           And you’re fired.


Paul:                            I don’t work here. You’re still fired. Yeah.

Chris:                           [Laughs] And get out.

Paul:                            Floors 17, 19, and 22, you’re all fired. It didn’t matter what you do. Now, here’s one other thing, a tip that I got from a podcast —

Chris:                           And we’re going to fire somebody every minute until the website is backed up.

Paul:                            Gets back up.


Paul:                            I found a tool. I think around the summer time and I couldn’t find it on the podcast. But I wanted to give it back to everybody. It was an excel spreadsheet and from an article titled “How to automatically track your Google positions in Microsoft excel.” If you go to that article — that’s the title of it, is on that website.

Basically it’s an excel spreadsheet, you enter in your web domain, you enter in some keywords that you’re interested in and then hit go, and it will tell you where your positions are for that. That’s just one of the tools that are available to you. So, check that out. I don’t know what podcasts it’s in, so I just want to throw that in there really quick.

Chris:                           Excellent! Well, let’s get started. We’ve got a lot to cover. Podcast, we’re back at 65 and we discussed the top 10 SEO mistakes, and how to avoid them. So, we’re not going to enumerate those here, but a couple of things that we even discussed briefly in the last podcast. If you did an all flash website, we still consider that a big mistake and all images, still a big mistake.

Paul:                            Stuffing.

Chris:                           Yeah, keyword stuffing would be a mistake. I think the top SEO mistake would be not having a website.

Paul:                            Yeah. There you go. [Laughs] Thank you.

Chris:                           I mean it’s kind of hard to show up in Google results —

Paul:                            If you don’t have a website.

Chris:                           — when you don’t have a website. So, let’s move on.

Paul:                            Podcast 66, we go back into contextual relevance, and basic rules of SEO copy. The content on your website is very, very, very important which is why we talked about contextual relevance with it so… I mean, they’re just some basic rules. I can’t think of all of them but you want to have at least 250 words on a page that you’re interested in ranking for. You don’t want to keyword stuff. I mean I can think of a million.

Chris:                           And it needs to be in your titles.

Paul:                            Yeah.

Chris:                           It needs to be in your — you need to use header tags, those kinds of things which are not necessarily related to copy but — what is there? 1.3% density or something that you want to target?

Paul:                            Yeah, anywhere between 1% and 3% keyword. Yeah, that’s a great — actually probably one of the best ones. You want to shoot for about a 1% to a 3% keyword density. For every 100 words you want to have your keywords 1 to 3 times. Now, contextual relevance is important with Google Caffeine. They can tell when you’re stuffing. They can tell when you’re just really throwing it in there. And come on people, you read a website, you know like, “Come on, stop. I get it. You sell blue on our widgets.” And it’s just annoying. So, don’t be a douche.

Chris:                           By the way, we’re still on the first page —

Paul:                            Yes.

Chris:                           — with blue on our widgets.

Paul:                            Blue on our widgets, yes [Laughs].

Chris:                           And it’s funny ‘cause we look in our stats, and we see people — four people this month —

Paul:                            Yes.

Chris:                           — that searched for blue on our widgets.

Paul:                            Blue on our widgets.

Chris:                           Thank you listeners for not trusting us.


Chris:                           You know I think of whether —

Paul:                            Since when did the audience just take what we say?

Chris:                           If you wish respect, all right. Come on. We are on the first page for all terms related to everything. Sit back.

Paul:                            Yes.

Chris:                           All right. Podcast number 67. How much should you spend on SEM? And we breakdown SEM. Obviously it includes Pay-Per-Click and SEO. So, we really talked about the new ounces of SEM and how much you should be spending on Pay-Per-Click and SEO. Now, one good guideline it’s easy to track, return on investment for Pay-Per-Click, right?

Paul:                            Yes.

Chris:                           You get instant traffic. It’s really easy to do. Whatever you’re spending on Pay-Per-Click really you should be willing to spend whereas —

Paul:                            More.

Chris:                           — the number should be four times more on organic SEO.

Paul:                            Why?

Chris:                           The reason is — well, thank you for asking.


Chris:                           The reason is it’s ‘cause organic listings get about four times as many clicks.

Paul:                            Yes.

Chris:                           So, that’s why you should be willing to spend four times as much so…

Paul:                            And now here’s one thing I’d like to say. I’m going to have to go — there is another retraction from Paul Hanson.

Chris:                           Oh, yeah.

Paul:                            Because — and then here’s why I’m saying this because I know that there are people who are just now listening to the podcast who have started at podcast 1. There was a guy on the Facebook page — oh, I need to shout-out to him in January ‘cause he taught — I remember him saying that, “I’m at number 1, I got a long way to go” And I remember writing him back and saying “Hey, you know things have changed in the SEO industry, a lot of things that we say, they have evolved into what they are today.” And I used to be like — this is another one of my soapboxes. I used to dawg these —

Chris:                           Wait. Another one that got kicked out in front of him ‘cause —

Paul:                            Yeah. [Laughs] Because I used it in the very beginning, I used to dawg PPC, “Why are you going to do a PPC? It sucks blah, blah, blah.” And we — or not sucks but it just — you know SEO is better.

Chris:                           Four times more clicks, organic. What would you do?

Paul:                            Yeah. But we do PPC and did PPC but we’re more for SEO, but now we see the — or I see the —

Chris:                           Combined.

Paul:                            Yes. The value of doing both or in just doing as much Internet Marketing as you possibly can to put your name out there. So, there is a retraction soapbox sucks.

Chris:                           PPC is gone.

Paul:                            PPC doesn’t suck. I’m sure I said that somewhere in one of the first 10 podcasts. 60, I think —

Chris:                           Well, and another thing that I think was pretty valuable in that is we — you know a lot of business owners come in our office and it’s really a joy when a business owner comes in and he was like, “Look, I allocate 10% of my gross for marketing. Currently I’m under spending in marketing. I’m looking for places to spend that money.” And the reality is his most businesses aren’t that focused and really if you’re a business owner, understand — pullout a number. If it’s 5%, frankly it’s probably a little bit low, at least you have the number.

Paul:                            Yeah.

Chris:                           And make sure you’re spending that money on marketing. And maybe it’s no Internet Marketing, maybe it’s mail outs, depending on your type of business. There are other options. We actually have statistics to show that you should be doing Internet Marketing in all of your dollars currently. Your first round of dollars should go to Internet Marketing and then other money can go to —

Paul:                            And not the Yellow Pages?

Chris:                           [Laughs]

Paul:                            Gosh, where are you getting your information?


Chris:                           You just sound like you’re on some sort of Yellow Pages —

Paul:                            Soapbox!

Chris:                           Soapbox.


Paul:                            You know I think that’s a good point just to add to that. There are so many people — we meet business owners everyday, and we’re pitching and there’s so many guys I’m like “Well, what do you spend on that?” And the people are just like “Well, you know, ah… ah…”

Chris:                           Certainly this year we made it very clear that the last thing you should do especially — well, with SEO or Pay-Per-Click it’s a little harder to even do with SEO ‘cause you really typically need to be working with somebody. What you should not do is throw a little bit of money at the wall and see what sticks.

Paul:                            And see what sticks. Yeah.

Chris:                           That’s not going to be effective. That’s a recipe for absolute disaster.

Paul:                            Yes. And that so many people do that and I see they hide it as saying they spend what they’re comfortable with.

Chris:                           Yeah.

Paul:                            Well, how about you have a reason for spending that? Know exactly where you’re money is coming from, where it’s going, why did you chose the — why did you choose that number?

Chris:                           And, yeah, have some good advice, somebody who’s advising — you’re saying, “Look, that’s the number.” I mean, there’s two things that we find will a kill Pay-Per-Click campaign. And again, that’s the one that a lot of people can comfortably take care of themselves, under budget and over budget. So, make sure you’re not doing those two things, talk to an expert so they can give you some guidance as to what to do with under budget. This was really a year of Chronicle. This is a —

Paul:                            We talked about the Chronicle.

Chris:                           And you know Chronicle was really big in 2010. So our podcast number 68… Just take it away.

Paul:                            We discussed the world’s number two search engine that no ones going to get unless you have listened to this podcast or you live in China, because it’s called “Baidu,” B-A-I-D-U is a search engine in Baidu Space in China, and why is it the world’s number two search engine? Because China has more people than everything.

Chris:                           Yup.

Paul:                            [Laughs] And they use more internet than everybody so…

Chris:                           Well, I think there’s 15 cities in the United States that have more than a million people.

Paul:                            Okay.

Chris:                           There’s 200 cities.

Paul:                            Oh, in China. More than a billion people

Chris:                           In China that have more than a billion people.

Paul:                            So, you know — and we bring this —

Chris:                           And they got hacked.

Paul:                            Oh, Baidu got hacked?

Chris:                           Yeah, yeah.

Paul:                            Oh, I remember that!

Chris:                           It was social engineering hack. Somebody called up, I think it was, maybe it was somebody else, where they’re domain was hosted and social engineered their way past whoever answered the phone.

Paul:                            [Laughs] And changed some of their stuff. That’s funny.

Chris:                           And changed their stuff, took their website down.

Paul:                            So if you are — you know we are an international podcast, people all over the world listen to us, so if you are — that is very important if you are looking to market to people who use Baidu, or if you are marketing to people in China or people who use Baidu period. We also talked about 301 which is the Canonical — what? Man, I butcher that all the time.

Chris:                           Canonical.

Paul:                            What? A Canical?

Chris:                           Canonical.

Paul:                            I’m going to butcher it again later.


Paul:                            And that’s what you want to do, you know, Link Juice.

Chris:                           Yup. That’s really valuable. In fact we’ll probably hit it again. We’ll talk about it again. Podcast number 69. We talked about SEO, HTML5 which is the new HTML standard and Chrome plug-ins.

Paul:                            Chrome plug-ins. I know that one ‘cause I am secretly — I have a main crush on Chrome. I just love Chrome. I think it’s the best thing ever.

Chris:                           Yup.

Paul:                            Chuck!


Chris:                           I was with a client the other day and his son said, “You’ve got to get Chrome, Chrome is so amazing, you got to get Chrome.” And then I just looked at him like, “You don’t need Chrome.”

Paul:                            Yeah.

Chris:                           Like it doesn’t really help you do your business.

Paul:                            Yeah.

Chris:                           You do your business that your son talked about and stuff.

Paul:                            Do, yes.

Chris:                           Yeah.

Paul:                            I like the Chrome plug-in. There’s a few plug-ins out there. There’s one that I use. It’s called “Chrome SEO.” It’s a plug-in that allow you to –it’ll give you SEO information about a particular page, you know, Meta tags, keywords, you know, things like that. And there’s some other great plug-ins for others, but I’m not going to steal Chuck’s thunder ‘cause I actually got them from Chuck, so I’ll let Chuck comment on those.

Chris:                           All right. So, podcast number 70.

Paul:                            Content — oh, a case study on content. I remember this one and Facebook and SEO responding to Google Places, “You suck.” How about that for a response? Here’s what, I remember this. We had a — we do content, right? And I talked to a lot of content writers. Content is extremely important. I can’t say that enough because of Google Caffeine now.

So, I’m talking to content writers and I found a website. I think it was called, or something like that. And this website had zero links, it was only first page for national keyword searches and I’m blown away. And you know what? Had I not spoken to the guy and he not showed it to me, I would have said he was lying.

Chris:                           Yeah.

Paul:                            I would have said there’s no way you can do that from a national term —

Chris:                           Not on a national term, yeah.

Paul:                            — without links, and he says “Yes, you can do it. If you have the right — you have good content, it’s contextually relevant, you have the right keyword density, and you have enough of it.”

Chris:                           And good on page linking.

Paul:                            Yes.

Chris:                           Yup.

Paul:                            And, yeah, good on page linking. He had no — no —

Chris:                           External — inbound linking.

Paul:                            He had no inbound links to his website. So, you had internal links and it was just great. So that to me explains the — or shows the importance of the content on your website. Now, I would not recommend building a website with no inbound links, if you’re going to be on the first page, but it can be done and you’re content is extremely important, and Google — you know, and I say this all — when I do an analysis. Google is a glutton for content so like feed the beast.

Chris:                           Feed the beast. All right, podcast number 71. This is by the way the first one that we have the tip on.

Paul:                            Okay.

Chris:                           So, number 71 we look at Facebook and SEO, the value of a Facebook page and SEO. And we looked at — we talked about Universal Search and some of the statistics that were kind of related to the Google Golden Triangle Research that was done. It’s really good about breaking up the pages. And actually we took that research and really applied it to a lot of the webpages that we do now, having kind of segmented areas of a webpage which tend to draw the eye and if you have more of them, not too many of them, so it’s overwhelming, users will tend to spend more time on a webpage and actually do what you would like them to do when they’re on your webpage which is to click stuff.

Paul:                            Yes, I see a question in here, “Should I create a Facebook fan page?” That was on our description. Duh!

Chris:                           Duh!

Paul:                            Like yes, you should have a Facebook fan. I mean, your momma needs a Facebook fan page. Everybody needs a Facebook fan page at this point. And couple of our listeners, who have Facebook fan pages, Darren Booy. I’m actually — I’m liking his page, Dean Calhoun at Affygility Solutions, he has a fan page that I actually like and I go their pages all the time. And steal their content and call it my own. So, thanks guys. So, everybody get a Facebook page.

Chris:                           And the tip from that was to get followers or likes to focus on promotions and discounts first, entertainment second.

Paul:                            Yes. Well, yeah. Yeah, and I think that’s what we talked about like give them something to come for, like what do we do on ours? We offer a free website —

Chris:                           Analysis.

Paul:                            — analysis.

Chris:                           Yup.

Paul:                            There you go.

Chris:                           All right.

Paul:                            72, Facebook Places — Aha! This is when they introduced Facebook Places, very new and a great PPC campaign. Facebook introduced a new concept I guess called the “Facebook Places,” and this was a few months after Google really started pushing Google Places.

Chris:                           Google Places. And also, really after Foursquare started building some momentum and then Yelp incorporated a similar kind of check in process or whatever.

Paul:                            Yes, they did. And I’m still sticking with Yelp ‘cause I like it. ‘Cause I got — I’m like the mayor of Chuck’s church.


Paul:                            I’m holding onto that, Chuck’s every week. Ha-ha! Take that Chuck! This is where I started to really see the — okay, I think everybody knows there is a — Google and Facebook had a great relationship until Google and — they started going into each other’s market.

Chris:                           Right.

Paul:                            Basically, then offering the same thing. The same thing that happened between Google and Apple, they had a great relationship, Google started offering phones, they’re like “Oh, no.”

Chris:                           Yeah, “We don’t like you so much.”

Paul:                            “Get out.” Yeah, basically. And so the same thing is happening, they’re going to start to compete, you know Google — Oh, also I want to say maybe this is right around the time where Facebook surpass Google as the world’s number 1 — most —

Chris:                           Destination, yup.

Paul:                            — visited website. And Google has been number 1 probably 5 to 8 years in a row. So, Google Places to let you know, and you can check in and tell people where you’re at. It’s cool stuff.

Chris:                           Very good. I actually don’t have a tip for that one, don’t ask me why.

Paul:                            Here’s one. Here’s a tip, “Make sure that your business” —

Chris:                           Is in?

Paul:    Is on Facebook Places.

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