SEVO Search Engine Visitor Optimization

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Thirty-seven Internet Marketing Podcast Oct. 30th 2009.  Second page of Transcription

Paul: Do you listen to the podcast? Ok, all right, I’ll get off that soap box.

Chris: Yeah. You know, what I bet it’s probably people trying to outsource, in hoping we would outsource our work.

Paul: Outsource our work. Not today.

Chris: Yeah, not going to happen. All right! So, you know, we were supposed to have Charles here today and I had worked up, I told you, I had worked up this…

Paul: You did tell me you had a good intro.

Chris: A brilliant intro and it’s, it’s not, it’s not, I’m disappointed.

Paul: No oomph without, why? You can’t perform it for me? I’m not the…

Chris: You’re not the SEO rapper.

Paul: I can rap!

Chris: You’re the social media master.

Paul: Your site design is the first thing people see. That’s my SEO rap.

Chris: Turn off the mic! So, hopefully he’ll be here with us next time. It’s actually his suggestion that we do this you stream so, man, big props to Charles for shooting us this direction.

Paul: And that was like seven days ago, he was like, hey, how about we do a video?

Chris: And he was like, you guys should, you know, we should do this live on you stream. We’re like you stream? What’s you stream? Have you heard of you stream? I haven’t heard of you stream.

Paul: I heard of you stream seven days ago.

Chris: Boom, here we are!

Paul: When Chuck was here and he said we should do it and here we are a week later.

Chris: Of course at the time we played it off like, oh yeah! You stream! Yeah, you stream! We’ve been thinking about getting on you stream for a long time.

Paul: And I’m like what’s you stream?

Chris: Use Google to figure out what you stream is. All right, so, Charles isn’t going to be able to be here unfortunately. Hopefully, hey, maybe he’s watching ‘cuz we did tweet him just before we started this broadcast. So hopefully he’s watching. Shout out Chuck, thanks for the idea. It’s a great idea. And so we’re going to go over his design coding. We’re kind of going to go over the lyrics and go over, you know, first off, the lyrics are awesome.

Paul: I think they’re phenomenal. I really do. It’s, it makes sense. It’s a cool rap, you know, a cool song, nice beat, but it actually makes sense.

Chris: And it’s got a good flow, it’s, I mean it’s just impressively done. Anyway, this one is called Design and Code? Or Design Coding?

Paul: Design Coding.

Chris: Design Coding.

Paul: But I think it, I think it instead of design and coding he just did design coding because it sounds better.

Chris: Yeah, design coding certainly works. All right, so, so you want to rap for us the first line or…

Paul: I don’t even want to do this. I wouldn’t even do this justice but I’ll read it. So, we’re going to go over the lyrics to his, to this video and break it down.

Chris: You’re probably wondering why are we going to go over the lyrics. Well, that’s exactly how powerful these lyrics are. They’re worth going over because if you just follow what most serious Chuck Charles says in his lyrics, you can actually get on the first page of Google, so we figured let’s go through this. We’ll go point by point, we can kind of explain it a little better. Maybe talk, bring in some examples, real world examples that we’ve had, you know, implementing the same kind of thing. So, without further ado, go Charles, I mean Paul.

Paul: All right. I’m going to go over the first I’d say about eight bars of this, the first paragraph or whatever.

Chris: By the way, you can find this video at So, go check it out.

Paul: You can find it there. We gotta get him to do us one ‘cuz I like that stuff. We gotta get him to do that same video or we can just superimpose our logo on his shirt or something.

Chris: Then in the middle of the rap, e-webstyle.

Paul: Ok, here’s the, I’m just reading this here. The first part he’s kind of talking, it says, “The design of your site and the coding of your site and the key components to how your site’s optimized and the conversion you get. Design and code it right, get it workin’ for you, check it out. Your site design, the first thing people see, it should be reflective of you and the industry.”

Chris: And that’s something we talk about here at EWebResults all the time is like, what can we do for you? A customer calls and we say look, what we do is we build a website that represents the same quality and care that you put into your clients. So when your clients visit your website you have this, they get that sense and feeling of how they’re going to be treated by your company.

Paul: And you know, the one thing, I see this all the time, is people who build their sites themselves, forget, they forget that, that this website should be reflective of my industry. If you’re a printer or you do a lot of graphics it should be very graphic. If you’re an attorney it should be more professional. And, but people who, like homemade sites, people forget that and the reason I bring it up is because I’ve run into a lot of people lately, oh, we’re just going to build the site ourselves. I’m like (14:42).

Chris: And then often, well they just kind of put their total personal taste into it. You know, this is something you learn early on and when you’re studying rhetorical analysis and literature and whatever, so you need to, whenever you’re writing something you need to keep in mind what your target audience is. And so people who are doing it on their own, you know, they’re so wrapped up in the technology or wow, we’re doing cool graphics that they actually forget that they’re going after a target market and they need to address that target market.

Paul: Yeah, so the site design is the first thing people see, it should be reflective of you and the industry. First couple, first bar. Easy to look at with nice navigation, when they can’t find what they want it causes frustration. A click causes an action to increase the temptation. Use appealing graphics that’ll create motivation. If you have animation, please use in moderation ‘cuz search engines can’t index the information. Ok, that’s the first paragraph. So, you obviously know it should be use, create your site to reflect your industry, it should be easy to look at, you need to have nice navigation, it needs to be consistent. I talk about this all the time, my analysis’.

Chris: Yeah, well, you can get a free analysis if you go to our website and then on the upper right, in the navigation bar, which is easy, you can see SEO, if you click there you can either call us and we’ll get that free analysis started for you. It is a no obligation, free analysis, don’t worry, we’re not going to hound you for too long. And then you can also go, scroll down just a little bit, well not even scroll down, but a little bit farther down on that page below the phone number you can actually see there’s a link where you can actually just fill out a form on our website and get that free analysis. And that’s one of the things I was going to say, navigation is one of the six points isn’t it?

Paul: That’s one of the six points. And I still run into sites that their navigation is not consistent. You don’t see that same group of links, home, services, products, about us, whatever it is it’s gotta be consistent through every page. I still, last week I clicked on a guy’s site and it was like three more bars popped up. And I’m like whoa, where did those come from? Those aren’t on the home page. So if they can’t find what they want it causes frustration. A click causes an action to increase the temptation use appealing graphics that create motivation. Cause to action…

Chris: We talk about that all the time!

Paul: We always talk about that.

Chris: We only need the first paragraph here. We don’t even need the rest of the rap. A cause to action; you know, that kind of goes back to, we’ve actually coined a phrase and you’ll only find this from us, it’s called SEVO. So we’re SEO experts, we’re world class SEO experts, we’re world class SEM, SEO, by the way, stands for search engine optimization, SEM, search engine marketing and SEVO we say is search engine visitor optimization. Because you know, there’s one aspect of our business, of our line of work which is to get traffic to your website and that’s really important. But if you get them to your website and they don’t do anything there’s no cause to actions, there’s nothing to motivate them and cause them to interact with you; either giving you their email information or calling you or filling out a form for a free SEO analysis, if none of that’s going on then they’re just kinda visiting and you’re not really going to be able to convert them.

Paul: I mean a million visitors a day is good for nothing, I mean, nothing other than convincing someone to advertise on your site.

Chris: Right.

Paul: But if they don’t take action, you know, that’s, if they don’t pick up the phone and call you or buy something from your site, you know, you could get a million, ten million visitors a day but that’s not really good for anything. So, cause to action, you gotta have a cause to action and I tell people all the time in my analysis, in every call, you need one on every page. Every call to action, the one on every page doesn’t have to say call us today at blah, blah, blah, blah. I mean, that gets old after a while. It can be something as simple as click to view my brochure or look at my portfolio or fill out this free form here. And I tell people often, what you want to do, the goal is, is you want to take your visitor down a path that you set for them. They get to your homepage, they read the information, your call to action takes them to the next page. They read the information, your call to action takes them to the next page which might be to products. They read it, they want to add, your call to action, your product page needs to be enticing that they add it to your shopping cart. At that point you want them to check out. So, not everyone’s going to follow this path but you want to create a flow to get them to where you want them to be which is, should either be filling out a form, buying something, picking up the phone and calling, or whatever your goal is for each visitor. So…

Chris: All right. Cause to action; make them do something.

Paul: If you have animation please use in moderation because search engines can’t index the information. I say this, we’ve been beating this…

Chris: Yeah, we’ve got probably two, three, well, it’s mentioned in a whole lot of podcasts. By the way, if you haven’t heard all of our podcasts, go back and listen to them, there’s a wealth of information, there’s some great examples. We’ve actually gone through specific analysis’ of websites that you can pull up their websites, you can look at what we were looking at and what we’re doing and what we’re planning on doing. So, we always talk about graphics, you know, and I always kind of go to the extreme and say look, you don’t want to have, you want to have animation but you don’t want to have seizure causing animations right? You know, you don’t need anything flashing that’s going to put somebody in an epileptic seizure. That’s not what you’re going for, it needs to, we always say…

Paul: I’m thinking about that seizure thing I told you about last week. I’m sorry.

Chris: Which one was that?

Paul: The, we’ll tell you guys later. The guys who hacked the National Epilepsy Foundation?

Chris: Oh yeah! That’s just wrong.

Paul: And we’re laughing at it and it’s just wrong.

Chris: So, some guys hacked some national epileptic website and put…

Paul: A bunch of flash animations on their server and popped up on all their screens and that was just wrong.

Chris: What not to do.

Paul: They’re creative. They’re very creative but that’s wrong.

Chris: That’s just bad. So, we always talk about, we always want always want to have motion on our websites ‘cuz we like to say that our website’s breath. And again, you don’t want it to be distracting but you know, if it’s just look, this is a medium that we’re working in that isn’t like this and I’m holding up the map here, it isn’t like a static piece of paper. So if we can put a little bit of motion, you know, if this were the page that we wanted to display and for those out there, I’m looking at a map and it’s got some, on the podcast who can’t see, I’m looking at a map and it’s got orange indicators of where people have listened to our podcast from. You know, if we were just going to display this, we actually might want to, you know, have one of them expand and then shrink down. And then one to expand and shrink down; so, it’s not going to be distracting but it is going to be dynamic and it’s going to keep them engaged for, you know, a few more, a few more seconds. Remember, you’ve got about ten seconds to impress somebody on a website before they’re going to leave and you don’t want them to leave so make the most of it and animation really does help with that.

Paul: Yeah.

Chris: But having said all of that, don’t overdo it. We don’t agree with splash pages at all. Actually CNN’s got a new view and I point to CNN because that’s where we get our news, one of the places, and they actually, they redid their website and they did an opening animation and it was kinda cool, it was an opening animation of a curtain kind of opening up. Like here’s our new website. But I only noticed it on the second computer I went to because I think they only do it once.

Author: eweb-admin