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With SEO it is Keywords, Keywords, Keywords
Chris: …because their campaign is rocking and they’re excited that businesses doubled. Their marketing budget actually hasn’t doubled. It is increased a little so that’s it, really exciting. And one of the points that Charles was making at during the meeting was that go search glass because just the word glass is not the – not the word you want to be optimized for, for an Auto Glass company. There’s just too many –too many options. It’s too unqualified.
Charles: There’s an Interglass and commercial glass and outsources stuff and – and the reason that even came up was because he was saying that one of his competitors is always on top, paid search. And I gave from that example to just really highlight of mismanaged pay per click budget…
Charles: …coming up for glass.
Charles: In service when [00:09:36] [Inaudible].
Chris: And with regard to Keyword Basics, I mean we always say, keywords, keywords, keywords. Everything starts with keywords.
Charles: Yes, sir. Number two was Create Great URLs. And it goes on to say there are many steps there going to creating great URLs, started from the beginning, you should pick a domain name that is short, memorable and includes the most important key phrase.
Charles: While hyphens are acceptable, more than two begins to get excessive and spam-like. This one here I feel subtle about.
Chris: Yes, I’m more than – I haven’t heard – I’ve never heard that.
Charles: Yeah. Well, I’ve heard it before but I felt suspect about it at the end. And so, you know, my – my thing is the keyword which domain name was always great to have. And in regards to the rest to the URL if it’s three or four-word phrase, you know, once you’ll replace in Houston like I would deal it to client then there’s two hyphens that I have to have.
Charles: And – and there’s no way around it. So, I don’t think it become a spam-like. Frankly, I think it’s assisting in the SEO because now I have a clearly identified key phrase in my URL.
Chris: Yup. And – and that breaks it apart. It actually makes it…
Charles: Easier to read.
Chris: …even users who aren’t aware of an address bar and that the address bar exist if they’re going to ends up there, it makes sense for them.
Charles: Yes. And not just that, when you start thinking about blogging and how different platforms and permalinks links and things like that work, if we do a blog post then this is probably going to have five or six hyphens…
Charles: …you know, due to the post title.
Charles: And so – and knows my great URL. So I kind of disagree with this one. So I do agree with the fact that you need – it’s great to have keywords and the domain name but if you have hyphens and your URL due to the subject matter of your post, you know, so be it.
Number three, file long tail key phrase. Long tail keywords often are the secrets to great search engine ranking. Long term key phrases are great because doing SEO they tend to rank easier. Usually someone is searching a long tail key phrase that’s more qualified because they knew exactly what they’re looking for.
And so, yeah, if you can find a long term key phrases that kind of support your highly, you know, competitive target phrase then – then find an optimize form user.
Number four, use a Latent Semantic Indexing or LSI, which is the process of including related key phrases and words to your main phrases in order to boost your site’s value than the search engines.
So that’s kind of along the line of long tail, right? So for example – the example they gave was, if you were optimizing for coffee makers then you should include some other phrases like iced-coffee or organic coffee around those phrases to kind of help boost your rank engines, so run.
Chris: Yes. And we – we tend to – we’ll target three keyword sets or so depending…
Charles: Per page.
Chris: …on – per page, depending on the competitiveness. And so, that’s going to – going to happen naturally with the content that we tend to create in the end result of the page that we tend to have. It’s interesting that Latent Semantic would also imply that, you know, there’s other ways to describe a particular service.
Chris: So auto glass – well, it would almost be like auto glass repair and replacement except for the fact that, you know, our in case, our client actually doesn’t do repair.
Chris: They only do replacement. I’m just trying to think of some other example where there’s two ways to describe it with two totally different keyword sets and to include that with on the same page has value because of the fact that the semantics are – the semantics are different but the meaning is the same and Google is aware of that.
Charles: Definitely. Number five says, get smart with internal links. Many websites don’t properly use their internal links to their own advantage. It’s an easy way to help each of your pages get a higher and more targeted ranking in the search engines.
I agree, and frankly, from my user prospective it’s an easier way to help the people who would visit your site, navigate through the site bar reading content especially if you, you know, have these links with the right [00:14:07] [Inaudible] in the content in the right places as they’re reading. Kind of guide – guide them to the path we want them to take.
Chris: That really – it really lands itself leads themselves towards SEVO, Search Engine Visitor Optimization, which is being able to take somebody who’s come to your site. In this case usually from a search engine and guide them towards whatever end goal that you have, whether it would be picking up the phone, whether it would be filling out a news letter, sign up form or white paper sign up form which would obviously should also give them on a news letter whatever the end goal is, so yeah.
Charles: Yes, it does has some SEO ranking as well but keep in mind that if you have multiple internal links that all go to the same page, Google is only going to pay attention to the first one. And so, make that first one have the right ethics, the right, you know…
Chris: And critics.
Charles: …and critics that you wanted to have because that’s the one that’s the one that actually pay attention to.
Charles: Diving to PPC, whereas other SEO strategies take time to work, PPC advertising is a great way to see immediate results. Start running the campaign for your website back with the keyword research already done, and start some all because costing build – we agree, one of the things we do here is we offer package. And package includes SEO and pay per click management because that’s the easiest way for you to, first off, get an immediate return in your investment. And two, it’s the best way for us to gauge which key phrases are going to work best.
It’s not costing any money. It’s not generating any results then I probably shouldn’t optimize for it. If it is cost the money, it is generating results and it’s teaming very populate then we should have to [00:15:52] [Inaudible].
Chris: Yeah, absolutely. And it has – it has a lot of other advantages. The SEO sometimes you have less control of the landing page. So that’s one of the reason that your landing page needs to be really succinct and have the ability to send people in the right direction because people can land on our landing page, on our homepage, because of our SEO Houston or because of Pay Per Click Houston, whereas with the pay per click campaign, they actually would land on our Pay Per Click Houston page for pay per click field or our SEO Houston page.
And so, the advantage with pay per click is you can – your landing page for particular ad group really can be highly targeted on our landing page for PPC. We don’t even have to mention that we do SEO. No reason to confuse the client about, [00:16:40] [Inaudible] SEO, let me go research it before I make a decision. No.
If you click the pay per click – pay per click ad and you landed on the pay per click page, you’re probably ready to go. So, pick up the phone, call us and we’ll get you start on pay per click.
And again, organic tends to send people to their homepage, you do have some control over that. There are mitigating factors that will help you control that. You got to make sure that your homepage is – is, you know, has clearly identified ways.
And frankly, we’re not doing a great job of it on our own – our own site. So, that’s something that we have under works is to revamp our homepage.
Charles: On the same topic, you know, we talked about earlier about keyword research, right? And I’m thinking about Delta, a client we just spoke about doing really good. And this is the situation where keyword research and PPC helped us with the SEO because during the research part of this campaign auto glass repair was the phrase they wanted to target.
And so we begin doing a keyword research. I pulled, you know, probably 150 different variations of the, you know, auto glass repair, windshield repair, car auto glass repair but what we found out while doing the paid search campaign for repair was that people who search repair don’t their windshield replaced.
Chris: They actually wanted repair.
Charles: They want to repair the little crack, you know, fix and things like that and that’s not what they do, They do replacement. And so luckily, going and pause that campaign and I hadn’t – I took the term for repair.
Charles: That would have been a problem.
Charles: I had really optimized for replacement because I knew that was a target. And so again, PPC helps you realize those in that way you don’t make a long term mistake.
Chris: And that explains to you why, you know, why all of these internet marketing needs to be a month to month in process where we’re iterating with the client, understanding where they’re at, what results they’re getting, are there the right results and then tweeting the direction of the campaign regularly.
Charles: Yeah. Number seven, Optimizing Images. Always include up tags for the images that describe what the image is with targeted keywords and phrases. Check. And that would also include in this title because what I’ve learned, well, yeah, what I’ve learned is that when you do browser updates, now it’s not the up tag that shows when you hover over it is the image title.
And so, people who don’t have an out – they do have an out tag but no image title, if you have hover over an image with your mouse you won’t get the pop-up.
Charles: It’s the title that pops-up. And frankly, screen readers read the title. And so, definitely give your images the out tag in the image title and put the keyword in both places.
Charles: You could take a step further for my people doing some advance SEO and change the image file name.
Chris: To match.
Charles: To keyword.jpeg.
Chris: Yup. Okay.
Charles: That one is free.
Chris: Oh, yeah. Given it all away.
Charles: And number eight, optimize your title tag. Many people think that anything they’re putting a title tag will be sufficient but this can be farthest from the truth, your page title provides an excellent opportunity to boost your rankings as well as draw people into your side to see more visitors.
Charles: Yeah, yeah. Optimize your title tags. Don’t overdo it, you know.
Chris: No keyword stuffing?