Convert Traffic With Calls to Action

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Unknown Secrets of SEO

Fifteenth SEO Podcast April 24th 2009.  Third page of Transcription

Paul:That’s the description, they don’t have any, and I’m like okay, that’s where we need to start as part of number one.

Chris:And it’s a short, simple thing to throw out there.So you really should spend the time to do this.It’s not that much effort.You really you should have for your business some succinct selling points.And so those types of selling points are what you really should have in your meta tag description.So I’m giving an example.

One of our clients we’ve got, they do phone systems here in Houston, and one of their high-value keywords, if you will, is phone system repair or, in a particular case, ESI is a particular type of phone or Nortel, and so, if a user in Houston types Nortel phone repair, Houston, what are they probably looking for?

Paul:They’re probably looking for a Nortel phone system somewhere in Houston.

Chris:The product and how to repair it.


Chris:I’m trying to find a company how to repair it, so when they look for that, what I suggested to them and what we’ve implemented is that the description meta tag actually has their phone number in.

So when that first page Google result comes up, and they’re on it because they are…

Paul:Uh hmm.

Chris:Because they work with us.


Chris:That’s just not a ghost.

Paul:[0:22:23] number one.

Chris:The description has their phone number in it right away.So the user, who’s possibly in a state of panic because his phone isn’t working…

Paul:My phone system went out, I need somebody yesterday.

Chris:Boom, he doesn’t even have to go to their website to get their phone number.He can dial straight from that first Google results page, and I think that’s valuable.You were asking me what is the value?

Paul:Uh hmm.

Chris:There’s an incredibly valuable.

Paul:And I like that because it makes it as easy as possible for them to find their thoughts, to get in touched with a Nortel Houston phone repair company.


Paul:Because the number is right there in their description tags.

Chris:There’s on issues.


Chris:You don’t have to think twice.So that’s meta tags.A number of years ago, we probably wouldn’t have spent a lot more time on meta tags.I mean, we did what the analysis on the last podcast.Meta tags just aren’t as important as they used to be.What’s more important is the content on your website.

So that’s the other thing if you’re doing a competitive analysis.You really want to look at the content for the website.What do your competitors talk about? Are they talking about things?And we’re about to launch a total redesign of our website ground floor up because we’re kind of like, I don’t know if everybody knows, the car mechanic that you go to always drives a POS car.


Chris:And the reason he does is he doesn’t get paid to fix his car.

Paul:Of course.

Chris:And he knows what he can get away with, right?He knows that little ride on the back of the car isn’t going to leave him stranded somewhere.


Chris:So he doesn’t bother to fix it.We’re kind of the same way here.We don’t get paid to fix our website, but we’re growing as a company, and we’re at the point where it’s time to spend time and make that website, and really to implement everything that we do for our clients, and we see great success with them, we just start implementing that for us, so we’re going to do a total redesign of our website.

And with that redesign, we’re going to start on the keywords, and with the keywords, you start, you create the structure, and you don’t even do any graphics.You really don’t even do much layout, and then we’re going to start building it from the ground up.So that’s the text, the time we spend on the text of our website.

It’s going to be some of the most valuable because the text is pitched, and again, it goes back to ABC, always be closing.Everything on our website is going to be about closing customers.Giving them information, giving them all the information about us, and how we do business, and you know, this podcast is a great example of us sharing information, sharing with the community, and also providing, “Hey, this is how we do our business.”We’re a world-class experts at what we do and this is how we do business.That’s my cell phone.Sorry about that. It was supposed to be drowned before we started.So all of that is how we start that from the ground up.

The next thing that you want to look at for competitive analysis is actually site structure.And what site structure is, you may remember, we talked about Google page rank.

Paul:Uh hmm.

Chris:Remember page rank.Page comes from [0:25:50] page found on Google.

Paul:Found on Google.

Chris:Not actually from webpage…

Paul:The actual page…

Chris:Which is kind of cool if that works out that way.So we talked about Google page rank, and we mentioned that you can actually improve, there’s the highest value that you can create for your website in terms of links, internal links.

Paul:Okay, I do remember that.

Chris:You can improve it to a certain point.


Chris:And your overall pages can have a maximum page rank, and you can never achieve that maximum page rank, but improper linking can reduce your page rank.

Paul:Can increase your page rank, that’s right.

Chris:So internal site structure is actually something that is very important.It’s important for Google page rank.

Paul:Yeah, very cool.

Chris:Or Larry page rank, we can call it.So that’s something that is very important.You want to look at it from that SEO perspective, of course, that’s why you’re here listening to this podcast.You also want to look at it from a convenience.Are your customers able to find what they’re looking for because if they’re not able to find what they’re looking for because your link structure is back to front, then you need to work on your website just for your customer’s ease and usability.

Paul:There are a few websites that are not easy to use.They’re probably not going to go to it again.


Paul:So they’re going to bounce.They’re going to leave your website.

Chris:Yeah, bounce.That’s the forbidden word.



Paul:That’s what you don’t want them doing.You don’t want them coming.Maybe they’ve written some great copy, and the first 2 paragraphs of your webpage really sell them in the really wow, I want to buy, and they can’t find the buy button.


Paul:Oh gosh.

Chris:10 seconds.You probably have 10 seconds for them to find that buy button, and if they can’t find it, bounce.

Paul:Yeah, they’re gone.They’re bouncing.

Chris:So now they’re all enthused.You got them all excited about the whole process of whatever it is that you’re selling, and they go to the next company in the Google list and buy because the buy button is right there.


Chris:And again, there’s a theme.I think there’s a theme that keeps coming up, and it’s call to action.

Paul:Call to action, yeah, that was in my head too, I said call to action.

Chris:Right, so we’ve got this couple of themes, keywords, our huge content, its huge calls to action.

Paul:Uh hmm.

Chris:Are right up there, right?They kind of fall in line.If you don’t have calls to action, then people are just looking at your pretty webpages, and that’s not your goal.


Chris:It’s not what you’re really after.

Paul:There are a lot of things that we’ve covered, and I think that some people are out there thinking that oh, we…you said keywords are important.You said met tags are important.You said this and that, and so everything is important, and really, we need to do it all.

The point I’m trying to get across is if you don’t have time to do all of these, call a professional SEO company because if you don’t have time to sit and [0:28:46] industry and figure out what you need to do, call a professional company, and they will call e-webstyle, and we’ll do it for you.

Chris:Exactly, and we do this over time.Our SEO programs are on a month-to-month basis so we’re working on each one of these, and we won’t necessarily work on your calls to action from day one, but we would like to sit with you either on the 6th month or the 1-year anniversary and say, “Okay, now we’ve improved your search engine placement, we’ve improved your traffic, what are we doing with that traffic?Are we taking that traffic?Are we utilizing fundamental calls to action, and are we converting that traffic?”in fact, we’re enabling you guys to work with that traffic.

So that’s what we do.That’s what we’d like to do here.We’ve actually come to the end of our podcast.We’ve almost got through our today’s list.So we’re going to end the podcast here.Thank you guys for listening.This is great that you’re coming and talk to us.

If you have any questions or comments you’d like to send to us, you can email them to us at’d love your comments.We’re getting comments here and there.We’d like more.We’ll address your questions right here on our podcast.

Until the next podcast, my name is Chris Burres.

Paul:And this is Paul Hanson.

Chris:Bye-bye for now.

Author: eweb-admin