Should Optimize your Podcast Titles for Searches and How?

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Twenty-Second SEO Podcast July 10th 2009. Second page of Transcription

Chris: It’s not that Google in terms of searches; it’s not that Google has more influence. If somebody uses Yahoo, for that person, Yahoo has more influence.

Paul: I like that.

Chris: Right?

Paul: Like Goggle doesn’t have more influence…

Chris: On the individual searches.

Paul: I like that a lot.

Chris: They have influence in, you know, in the search realm and they have more people who prefer Google searches but the people who use Yahoo use it and like it and like the results and are happy with it and they understand organic, I mean, you know, they may not understand organic but they typically understand just like most Google users that the top is sponsored ads, that the right is sponsored ads and those who are people who are paying for those positions and they understand, you know, if I click there, somebody’s probably going to try and sell me something. And if you’re a Yahooer, then you’re a Yahooer. If you’re a Googler, you’re a Googler and if Yahoo again. The bottom line is that if Yahoo brings enough search and enough clicks to use up your budget probably that should be generating income for you so you need to be doing it on Google also but it’s possible there are, I’m sure there are business models where the five dollars on Google isn’t profitable enough and the one dollar on Yahoo is. And so, if you are forced to grab your clicks from Google, you’d be in a world of hurt.

Paul: Yes.

Chris: Because, you know, then your cost per click is as your cost per customer is skyrocketing.

Paul: Will skyrocket. And I love this example because I think a lot of people out there and even myself included are just addicted to Google because you just see Google everywhere and you hear about Google and you use Google and I think a lot of people will overlook being in Yahoo because they know, I think everyone knows that Google is the king of search engine, you know, they have more search traffic than anyone else out there but just because they get more searches doesn’t mean that they’re more, they have more influence over the visitor. So don’t count out Yahoo and Bing. They can still be great places to get traffic for your pay per click campaign and I don’t want to say across the board I think it can at times be less cost, clicks could be less costly.

Chris: Yeah, absolutely. And we found that in a couple of situations. So that’s why, again, you know, sometimes I don’t get to get into the nitty gritty of these campaigns here at the company and when I do anything that kind of pops into my head, I want to share it with you guys so, you know, sharing that information is what we do. We’re here to give back to the SEO community.

Paul: And I think, if I could jump in…

Chris: Yeah.

Paul: What I think, this was a while back on a couple of phone conversations. I’ve talked to people and I’ve heard people say something along the lines of, well, I just want Google. That’s all I ever use. That’s all I really care about. And I wish I could have had this revelation a few months ago because this guy’s probably doing his PPC on Google and probably spending twice than what he could have, you know, twice what he needed to spend using other search engines.

Chris: And another way to put that is for the same spend that he is spending on Google…

Paul: There you go.

Chris: …he could’ve gotten a lot more clicks on Yahoo.

Paul: Yeah.

Chris: And there is a point that maybe you saturate Yahoo and you’re still willing, you know, if your budget is 10,000 maybe you could only spend 2000 on Yahoo and because that’s using all the available clicks and you’re using pretty liberal terms and you’re using content search capability and you’re using all this and you’re spending only 2000, well if you’ve got another 8000 to spend, you need to go over to Google for that. So don’t count out Yahoo and we do, you know, I hope we do a good job of, you know, telling you we are always talking about Google but don’t forget about the other search engines.

Paul: There’s more than one search engine out there.

Chris: Yeah. Bling without the L is still a search engine and then I think we may even do a podcast specifically, you know, how do you target stuff on Bing next time. So make sure you’re subscribed to our podcast. You can get to our website at and there’s a couple of ways to subscribe. If you click the web design link on the right. There are a couple of ways that you can subscribe and if you’re subscribing, maybe, this may sound weird, maybe people are listening to it on our blog and actually want to subscribe and so those are ways to do that. Not everyone who’s listening is actually subscribing to our podcasts.

Paul: No. Come on. Is that possible? How is that even possible?

Chris: If you’re listening, you need to subscribe. Come on, just admit it, you love us. You want to hear from us. We love doing this. And by the way, talking about the podcast, I had an interesting experience with our podcast. You know, search engine optimization as you’re moving, you know, historically, and we’ve talked about this as a company, we really haven’t done much internal search engine optimization. Again, we’re like the mechanic who drives the crappy car. He doesn’t get paid to fix his car so he doesn’t fix his car. We get paid to manage other people’s campaigns. We don’t get paid specifically to manage our own; in fact, we don’t get paid to manage our own campaign. That’s just a way of generating customers and we’ve made the decision a while back that we wanted to do that with the Sales Team which Paul is putting together and do it, you know, more on the phone and a face to face experience because, you know, a lot of people aren’t that comfortable on the Internet, aren’t comfortable enough to really go out and research and find the information that they need, so that was the decision we made. Consequently, we put up this podcast, we started doing that, and I started spending a little bit of time on our own website in terms of search engine optimization and we did some looking around and we found the terms that are relevant for us and highly searched is not SEO because most people don’t what SEO is. It’s actually things like internet marketing or internet advertising, website marketing, web marketing; exactly. So we’re working on pages and procedures to start capturing that traffic organically. I was sitting down just this week with a friend of mine. He’s got an Apple TV, which is a pretty cool device by the way. I’ve never actually used one.

Paul: You explained it to me, it sounds awesome!

Chris: Yeah, it’s pretty cool, so… I noticed podcasts; he was showing me photos that he had, and I noticed podcasts and I was like ‘hey, can you pull up our podcast?’ and of course, he looked at me weird because he doesn’t know that we have a podcast. So we pulled up the podcast and then he started kind of going over you know, I was kind of querying him, ‘hey John, how would you find us? You know, what would you search in podcast to try and find somebody to help you with your search engine optimization?’ He said things like internet marketing or whatever. Well, we don’t show up in iTunes if you type ‘internet marketing’ because it wasn’t the term we were thinking about when we put together the description of our podcast. I even thought about changing the name of the podcast. I don’t think that’s a good idea because you know, we are Unknown Secrets of SEO, that’s great! We just need to incorporate some of those keywords, remember it’s always about the keywords, in to the description of our podcast.

Paul: Yeah, and I … you know, for other people in other industries – and we’ve talked about other examples of this – you may know certain terms in your industry that other people don’t. Like if the example we used in a few podcasts back was, MEP. That stands for ‘mechanical electrical and plumbing engineering’.

Chris: Great example.

Paul: Yeah, you know, that I had no idea what an MEP designer was, engineer was. I know what a mecha- … everybody knows what a plumber is or a mechanical engineer is, and this client was able to … actually, educated me and said ‘oh, well this is how you know, other MEP people will search. They’ll search for MEP and you know, however, if you need a plumber you’re probably not going to search that, so don’t forget that your customers may not be as intelligent…

Chris: As educated.

Paul: …as learned in your industry as you are. I think this is a great example where you know, we just…

Chris: It parallels SEO. So we were thinking in terms of SEO for the podcast, mirrorings of other podcasts that we heard, and now we’ll be tweaking that so that’s pretty exciting to start read- … you know, you got to go back your whole you know, every piece of literature, everything that you do as a company, has to kind of scream the same message. So we’re having to go back you know, we’ve kind of changed our message because we realized the value of certain keywords so we’re going back and you know, realigning all that, so… I think that’s awesome, that’s great!

Anything else on pay-per-click because we did want to do a website analysis for you guys. We think there’s some value in that. So if you don’t have anything else?

Paul: I think that was it.

Chris: Alright, alright. We’ve covered, really that’s what we’re going to title that is pay-per-click branding you know, don’t forget about Yahoo. Positive effects you know, you can actually, when you’re doing branding, you can actually go with good organic placement and good PPC placement. They can actually play off each other and give you significant credibility.

Here we go, here’s an analysis. This guy … he submitted a form…

Paul: Yeah, submitted a form. Oh, FYI – if you’re going to submit a form, please remember to submit the web address.

Chris: Okay … the domain, okay.

Paul: Because he asked for an analysis of his website and didn’t give me his website and I just had to kind of figure it out. He was asking for an analysis…

Chris: Did you use Google to figure it out?

Paul: Yes, I did.

Chris: How ironic!

Paul: I am so prejudiced against search engines and I’ve got to work on that! I did it. I Googled him and I did find him. He was asking ‘hey, I’m a…’ his story was ‘hey, I’m a one-man show, I operate out of my house, I do have a website. It was built by a company I’m not very happy with the website and I’m not really … but more importantly, I’m not really happy with my traffic.’

Chris: Okay.

Paul: Take a look and tell me what you think.

Chris: Yeah, so you took a look and your first reaction was ‘oh, my … ohh!’

Paul: I wanted to punch this guy in the face!

Chris: We’ve talked on a number of occasions about what are called ‘splash pages’ or ‘intro pages’.

Paul: Yes.

Chris: They’re fancy flash pages that coming in and out and we thought there was nothing worse than that, right? I mean, at a minimum, you’ve got to have a ‘SKIP’ button.

Paul: Yeah, I mean, please! Like this, man, I just, I really, really, really don’t like them and I know some people do and…

Chris: And that’s the ones with the high-quality graphics!

Paul: Yeah, I mean…

Chris: This website has a splash page, there’s no motion, there’s you know, it’s actually, it’s a business card as a site page!

Paul: It’s like two pictures that my grandma took…

Chris: Right!

Paul: …and a phone number and I’m like, I mean, come on! The picture, it’s not really quality pictures and I’m just, I am really biased against splash pages. That’s just me though. I’m like, don’t do that because I want the information I’m looking for like, right now.

Chris: And then again, you know, going back to okay, I want the information right now, you look at this and at first glance, there’s no way to get past it.

Paul: Oh, yeah.

Chris: There’s absolutely no way to get past the first page! It’s hidden!

Paul: First thing I look for always, is the ‘SKIP’ button.

Chris: There’s a ‘Click to Enter’ button, kind of button, a little graphic.

Paul: And it’s like the same color as…

Chris: As a shade that it’s pictured on but, and I think you did mention he sells shutters and blinds.

Paul: Yeah.

Chris: Okay, that would be the first thing that we’d want to fix because the last thing we’d want to do is make an effort doing search engine optimization and getting somebody on to the first page and have them have to struggle with this. You know most people when they see this, at least most people that we are talking with… Okay, so at least with Paul and me…

Paul: Yeah.

Chris: …we see this; we’re not going to click to enter, we’re going to click to leave!

Paul: I’m going to bounce!

Chris: There’s that! It’s a bounce! So, that would be our first thing. Not only that, as soon as you get in to the website, his first and most predominant link is to get back to the splash page.

Paul: It says … to the splash page! I don’t want to see your splash page!

Chris: I didn’t like it the first time!

Paul: So why are you making me go back to it? Come on!

Chris: Oh, God!

Paul: But to his credit, he did not design his site.

Chris: Yes.

Paul: Someone else did.

Chris: Gosh! Who was it that designed this site?

Paul: You know, it was a Yellow Pages publisher and we’re not going to give their name, but their initials are AT&T and I think you can probably figure it out.

Chris: Yeah, and they you know, they’re really good at slapping up websites really quickly!

Paul: Yes, they are, yes, they are!

Author: eweb-admin