SEO Case Study Content

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Seventieth Internet Marketing Podcast July 22nd 2010. Third page of Show Notes

SEO Case Study Content

Paul: Yeah. And I just started getting on Yelp again for reviews and I think it’s awesome. And I tell business owners hey, if you have some awesome Yelp reviews, this is why I came here. I had dinner last night at a guy Nick across the street from 2 Day Postcards at a place called Bowl. I went specifically because they had Yelp reviews.

Chris: Is that the noodle place?

Paul: Yes. Soup and sandwich.

Chris: Was there some kind of a unique review that you read there?

Paul: Oh, no. That’s Jenny’s. That’s on the other direction. So that’s good. Okay. There’s something else I want to talk about. I had a conversation with a copywriter the other day. And basically, from this point on I’m going to talk about content and the importance of content. And this copywriter opened my eyes to something.

Chris: Content is — we always say something.

Paul: Is king.

Chris: Oh, king. That’s right.

Paul: Content is king, content, content, content, right? And to make a really long story short, he says content is becoming increasingly important. Okay, yeah, I understand that. And things are changing. Links aren’t necessarily as important as they used to be five years ago, which is something that I believe wholeheartedly, there are other things that are becoming important. Facebook wasn’t really important five years ago. Now it is. Twitter wasn’t. Now it is in terms of your SEO placement.

So basically, they took this guy and I don’t want to say their name ’cause I didn’t tell them I was going to bring this up on the podcast, but he took a website that was registered in 2009 that was not — he bought a domain in 2009 called, right? Dang it. I didn’t ask if I can say that. Oh, well, so he bought it. A guy was just sitting on it and bought it from him. This guy built a website for it and then he added to it. He built a one page, a thousand words Flash page on it, okay? That was built in January of 2010, all right? So that was built eight months ago. And then he proceeded to show me how this website with nothing but content was able to get on the first page of Google.

Chris: No back links.

Paul: No back links.

Chris: Just content.

Paul: Okay. Really almost I kind of didn’t believe him. A little bit a part of me did ’cause I’d heard this before that content was king, duh, but he showed it to me and he is 100% right. And to make a long story short, I kind of give some of the details. Okay, they built this website we’ll say January the 1st, right? They added one page, a thousand words Flash page. No back links at all.

Chris: And so obviously, if you have one page, there is no inter-website linking.

Paul: No inbound links. No outbound links. Okay. As of March the 1st, the page for that search query was on the 14th page of Google and there was only one page indexed obviously ’cause there was only one page. So they started adding content to it. They added 42 pages of content between March the 1st and April the 15th. They didn’t upload this content. They just had the content there. It was still that one page. That one page was able to take them from the 14th page of Google to the 7th page of Google between March the 1st, 2010, April the 15th, 2010. So they have jumped seven pages.

Chris: Just by one page of content.

Paul: Of good content. A good freshly written content. May the 1st.

Chris: By the way, this is one of the copywriters we used.

Paul: Yes. Yes. I have to ask if we can use his name. I’ll be happy to share it with anybody.

Chris: We do have that kind of quality content that we use to do this.

Paul: Yes. May the 1st, they launched a brand new site with 42 pages of content that they had already built, right? This was May the 1st. Then they also decided they were going to add I think about 28 pages. After May, they were like, “We’re going to add about 28 more pages to the
site.” So on May the 1st, they were in page 3. The day they launched, they were already on page 3. This was from the work they had one with a one-page, thousand words Flash page.

All right. So let’s fast forward to June the 1st. They’re still on page 3. Google has indexed 21 pages of their content. Here’s our Google index. May the 1st, one page; May the 15th, five pages; June the 1st, 21 pages; June the 15th, 82 pages. So what Google says, one, it’s a brand new domain. Google was at first slow to index their content. Once they started noticing that they’re adding content frequently and often, they started indexing their pages a hell of a lot faster. So for May the 1st to June the 15th, Google’s indexing went from one page to 82 pages very quickly. From May the 1st to June the 18th, their Google placement went from page 3 to page 1 on June the 18th.

So let me back track that up. From March the 1st to June the 18th, they went from page 14 to page number 1.

Chris: And that’s page 14 with no website basically.

Paul: Yes.

Chris: And then to page 1.

Paul: To page 1.

Chris: Content only.

Paul: Content only. No back links. Now, they have internal links now ’cause they have more than one page but no back links at all. So within three and a half months, let’s say 110 days, this website with no back links went from page 14 to page number 1. All 82 of its pages had been indexed with no back links. No nothing.

Chris: Didn’t we look at this and kind of determined that a lot of that was ’cause it was in the same box anyway?

Paul: Yeah. Part of it was in…

Chris: So they were going to be in the same box anyway. So there was really no reason to upload that initially with that content from the very beginning. It was important to get that one page out there so that you can get out of the Google Sandbox. And if you’re not familiar with Google Sandbox, go to our website. Actually, go to our blog. You can go — there’s two ways to get there — and I think at the bottom — no, at the top, there’s a blog link. Or if you go that will take you directly to our blog and you can search Google Sandbox and you will find a podcast that we did do some talking about Google Sandbox.

Paul: Yes. And he talked about the Sandbox. He also talked about Caffeine. You know, if you ever heard of Google Caffeine, that’s a bunch of podcasts ago. But the way Caffeine is like a glutton for content, the way it indexes content faster. It gives way to fresh content, to new content that’s relevant. I think it was like semantic, whatever. It can literally read your content and figure out does this really make sense?

Chris: Contextual, yeah.

Paul: Yeah, contextual. It’s very intelligent and it’s just a glutton for content. So this is a perfect example of how content is really king. Now, am I saying drop your links or don’t pay attention to your links? No.

Chris: We still do links. They’re still a big part of our ongoing campaign.

Paul: This was just a great case study. And even he was saying, you know, links are still important, okay? But this is proof positive that content is extremely important these days.

Chris: Well, so like we always say, all of this in theory in conjecture. We don’t know the algorithm so it’s always going to be theory in conjecture until somebody steals the algorithm and gives it to me.

Paul: Yeah, there you go. Next week, I may talk to a guy that says, “I have a one page website with no keywords that has a billion links.”

Chris: That hasn’t even been indexed and is on the first page because of all the links.

Paul: It’s not even built yet. It’s linking to my Dreamweaver.

Chris: [Laughter] That’s cool.

Paul: You know, so this is just I thought was a great example about your content. We used a first class content copyrighting service when we do our content topnotch, and this is just proof positive that they are awesome at what they do. I’d love to talk about it once they say it’s okay. Yeah. But they better give us a link too, fools.

Chris: Yup and some free content.

Paul: That’s what I was talking about.

Chris: And our Google Places back.

Paul: Yeah.

Chris: That’s it.

Paul: Yeah, there you go. So it’s awesome. I hope you guys enjoy that. Content is king, you all. If you didn’t get anything out of this, content is king.

Chris: So we got a couple of things. We’re going to have to pull up that list again. What do you got? Five things for SEO. We’ve got keywords.

Paul: Keywords.

Chris: Content.

Paul: Content.

Chris: Keywords.

Paul: Keywords.

Chris: Links.

Paul: Links.

Chris: And…

Paul: Keywords.

Chris: Keywords. That’s right. Yeah.

Paul: Yes, very, very, very important.

Chris: Well, this is the end of podcast number 7-0. That’s 70 for those of you putting the numbers together. You are listening to the most popular SEO podcast on iTunes. It is the Unknown Secrets of SEO. We love having you. I really, really miss that I don’t have any reviews to show you.

Paul: Yeah. If you have any questions, comments, send them to us, We love to know thoughts, ideas, new questions for topics, whatever, pictures of Estonia. Send them to us.

Chris: Yeah. And we still need the pictures of St…

Paul: John?

Chris: In Virgin Islands? St. Croix? Yeah. Wasn’t it in St. Croix that we have a listener?

Paul: I don’t know but I’d love to see some pictures of St. Croix in case someone wants to send us some.

Chris: Send them on over. Thank you, guys, for listening. Thank you, guys, for making us the most popular SEO podcast on iTunes. We really appreciate it. And contact us. Anything that we can do to help you guys. We’re all about sharing SEO information, and if you guys have something that you think we’re missing ’cause we’re good at what we do, we’re not perfect, let us know and we’d love to share it on air. Darren Booy has been a great example of that.

Hey, I got to give out another shout-out to Scott Bonner. He has given us some great suggestions. We’ve actually got some homework to do for some podcasts. I think it will be very powerful. He wants us to talk about why should one be doing internet marketing versus traditional marketing. Now, we all know that you should be doing it and there’s a sense that maybe you should be doing it both, but if you really only had a fixed number of dollars and who doesn’t, what should you be spending it on? And so we think we can make a pretty good case that those dollars should be spent on internet marketing specifically with us actually, but on internet marketing in some capacity. So we’ll be putting a podcast together like that. Scott, you’ve given us great ideas, great input, and he actually gave us a referral. So yeah, much love to Scott Bonner out there in Columbus.

Paul: What up, Scott? Columbus, Ohio.

Chris: Ohio!

Paul: Even though I went to Michigan, I’m not going to hold that against you, Scott. I’m lying. I am going to hold that against you.

Chris: Apparently, we need to fly up there. You guys have to arrange for us to have some Ohio-Michigan tickets football.

Paul: Fight to the death. How about that?

Chris: Yeah. We can all get painted up. I can be like half Michigan and half Ohio ’cause I really don’t care. [Laughter] And then I can get beat up by all the fans. Traitor!

Paul: Let’s have a celebrity death match, Scott, like MTV.

Chris: All right. Thank you, guys, for listening. This is the end of `podcast number 70. My name is Chris Burres.

Paul: And I’m Paul Hanson.

Chris: Bye-bye for now.

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