Using Quantcast for SEO

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Fifty-eight SEO Podcast April 30th 2010. Third page of Transcription

Paul: Okay. Quantcast SEO, basically gives statistics about your website. It is very — I have had a little experience with it but I don’t do it very much. But I’ve actually recently — and the part of it — about the past since he e-mailed me this I started doing some more research. Quantcast basically gives much more detailed information than Google Analytics. If you want a find out — you attach some code to your website, you want to find out, okay, not just your location but if you want to find out the sex, the race, the age, the salary of the people that are coming to your website, if they have any children, their traffic, how often they’re coming back to your website, what other things that people of this demographic are doing, you can find that. Quantcast really is for marketers so…

Chris: Man, that’s kind of scary.

Paul: Yeah.

Chris: Like Big Brother.

Paul: Big? It really is.

Chris: So as I’m surfing they know if I’m married, and have kids?

Paul: And I was looking at that like kids? How the hell do you know that? I mean seriously. Does my IP address tell you I got kids?

Chris: Make sure your webcam is off.

Paul: Yeah.

Chris: Wait. Weren’t there some — like some school. There were some news about — they handed out laptops to kids.

Paul: And they have webcams?

Chris: And they have webcams on them.

Paul: Mistake.

Chris: And they were actually taking pictures and so far there haven’t been anything — no problematic pictures…

Paul: Oh, okay.

Chris: …so far. But that’s a little bizarre.

Paul: Give it a couple of months.

Chris: Yeah, that’s crazy. Yeah, so make sure your webcam is off while you’re surfing ‘cause…

Paul: Yes, yes.

Chris: …Quantcast is counting your kids.

Paul: Yes, they are. So Quantcast is really — and I’m going to…

Chris: They must work with some sort of — you know, we know that there are technologies out there that will track your progression…

Paul: Yes.

Chris: … so somewhere you must have filled out a form at some point and then now they’re able to say, “Oh, I know that IP address has this many kids and this income.”

Paul: Yeah. And from my experience — when I was first introduced to Quantcast at, you know, a couple of years ago and the best way that I — it was explained to me that Quantcast is basically for marketers. And it’s a way for companies, let’s say, AT&T or Dell or Anheuser-Busch, they’re going to do a large ad bot. And they’re wondering, “Hey, where are you going to put these ads, these display ads? Or if you say, “Hey, I want an AT&T ad on my website.” These companies will look at — they want to know your Quantcast numbers. They want to know your Quantcast and your ComScore really. They want to say, “Hey, how much traffic are you getting?” These two companies are likely industry standard for traffic. So they’ll say, “Hey, show me your numbers and they’ll want to see either your Quantcast numbers or your ComScore numbers. And that’s for, you know, when these marketing — these companies, the marketing departments are looking for big ad bot. They want to see, “Okay. Hey, should we — I’m not going to put an ad on Joe Blow’s website who gets six visits a week. We want to see someone who gets lots of traffic” or whatever reason so… That’s Quantcast. ComScore is something pretty similar. It’s not free but it does provide a lot of detailed information. They also rank the top, you know, 101 million. Actually, we have one million websites in the world. It’s – basically, they capture search information just like Quantcast. It’s a little bit different, not as detailed but same thing. It’s not free. You do have to pay for it. What else? Alexa. He asked about Alexa. How much attention should I pay to Alexa? The — in my opinion, none. That’s what I’m going to say. I still have an Alexa Toolbar on my computer because I’m too lazy to download the Google PageRank Toolbar which I will go do as soon as I get off of this. Alexa is a company which — and I just learned this the other day — yesterday actually. Alexa is actually is a subsidy of Amazon.

Chris: Yeah.

Paul: I didn’t know that. And they were a separate company. Amazon bought them couple of years ago. They’re known for their toolbar and basically it will give you a score. They place a score on each webpage which is pretty similar to like Google PageRank. Here’s the downside of the Alexa Toolbar and this has changed. You don’t how much. The downside is that the Alexa Toolbar only — it only…

Chris: Tracks people who have the toolbar installed.

Paul: There you go.

Chris: Yeah.

Paul: So — okay, if I have the toolbar and Chris doesn’t have the toolbar, it’s tracking what I’m doing but it’s not tracking what Chris is doing so…

Chris: So there’s an inherent skew for people who want or willing to download toolbars which may be — may alter the demographic of some — for instance, probably Alexa has a better rank in Alexa…

Paul: Yeah, within the Alexa community.

Chris: …and within a general — right. Because if you — how many people visit the Alexa website? Well, people who have the Alexa Toolbar obviously know of it and everyone else may not even know about it…

Paul: Exactly.

Chris: …so they’re not visiting it. So it would skew things like Alexa, potentially Amazon or whatever.

Paul: And who — and seriously who downloads even a page rank — Google PageRank Toolbar and Alexa Toolbar, who downloads that? Computer nerds like us.

Chris: Yeah.

Paul: Our mom has no idea what Alexa is.

Chris: Yeah.

Paul: She surfs the internet. None of my friends…

Chris: Yeah. Unless they were aggressively, you know, like trying to get the Yahoo bar on like…

Paul: There you go.

Chris: …if there’s a lot places that do that then…

Paul: You know, people like us…

Chris: …the general users — text skewed. Yeah.

Paul: People like us that are in the industry and, you know, nerds like you guys that listen to nerds like us on our podcast who are really trying to get their websites on the first page of Google.

Chris: Are you insulting our audience or a compliment? I think you’re complimenting them.

Paul: I’m complimenting them.

Chris: Good, good.

Paul: Being a computer nerd is awesome. So, there — I mean it’s a good tool but it’s just skewed because they only — now, here’s what I read, I actually read this today. They’re saying, “We have expanded our community — our data to go outside of the Alexa Toolbar community.” That’s pretty vague.

Chris: Yeah. I don’t know how they’re going to do that?

Paul: Yeah, exactly. So, when it comes to Alexa…

Chris: It would have to be a partnership with some other toolbar company.

Paul: I’d have to say so. So, I say Alexa, you know, I wouldn’t pay much attention even though I still have it I don’t…

Chris: You know what? The — and where do you — what are you going to use these for, right? What is the real purpose? And frankly, the only reason to look at them is — you know, a new client comes in and we want to just compare how he may rank compared to his competitors, right? So, do we want to look at the competitors? Are they getting much traffic? Or — you know, if somebody were to e-mail us and send us a great — “Oh, here’s the most amazing SEO tool. You‘ve got to buy this piece of software. It’s amazing.” And we go there and it’s got zero Alexa rank compared to some of the other tools that we use then we know we’re probably not going to use it ‘cause it’s just a relative comparison. Beyond the relative comparison it provides nothing. And, you know, PageRank is a per page. Alexa is a per website. So, you know, if you’ve got one really popular page and the rest of your website is crap then, you know — and it doesn’t get any traffic then Alexa is going to, you know, may hold you high and really it’s only because they’ve got one piece of information or they’ve got, you know, kitty cats…

Paul: Yeah.

Chris: …that the people are checking out. So, you know, we don’t use it other than just say, you know, which are relative – “Oh, you know what? This one gets a lot more than this one.” You know, it’s kind of neat to compare websites to like how much traffic — American Idol, right?

Paul: Okay.

Chris: ‘Cause we know it’s popular — you know, “Do you get more or less traffic than American Idol?” Or, you know, “Some of the other ones out there.”

Paul: And you know the one reason that I like the Alexa – the one thing I think it does better than Google is that Alexa gives — there’s only one number per — each number get’s — each…

Chris: Website.

Paul: …website get’s one number.

Chris: Yeah.

Paul: There are no duplicates. Google with PageRank — from my understanding, I believe they —

Chris: It’s per page.

Paul: Yeah. It’s — but it’s — you get each — there’s only 10 numbers. Your Google PageRank goes from zero to 10, 10 being the highest you could possibly get, zero being the lowest. So, if I say – if has a score of 5 and has a score of 5, it’s kind of tough to say —

Chris: We could have a — there could be a lot difference in traffic.

Paul: Exactly.

Chris: Yeah.

Paul: And that’s the one down — that’s the one thing. I think that Alexa does pretty well is they give every website gets one score and then — so you kind of relatively judge, “Okay. Well Paul Hanson is at a million and Chris Burres is at 750,000. Okay. So we can kind of tell — all right, there is some difference there.

Chris: Well, it got to be you, right? You know, you going to…

Paul: Oh.

Chris: ‘Cause you coined the phrase.

Paul: Yeah. ‘Cause I’m awesome?

Chris: ‘Cause that’s what’s up.

Paul: ‘Cause that’s what’s up.

Chris and

Paul: (laughing).

Paul: Oh, that is definitely what’s up. So what I would do is — here’s what I would pay attention to, AJ, page rank. If you haven’t downloaded the — you have probably have, so I’m going to go ahead and make this be redundant. Download the PageRank toolbar. If you’re listening out there or anyone, if you haven’t downloaded, use the PageRank toolbar. It’s awesome toolbar. I’m going to go — I’ve read a ton about it and never actually downloaded. So, I’m going to actually go download it now. I would definitely pay attention to your page rank for each individual page and if you’re wondering what is? Page rank is a system of ranking individual pages of your website. Google gives a score from zero to 10 or one or whatever — zero or 1 to 10. If you have a zero, get out of the business.

Chris: Yeah. Turn off your website or maybe turn it on.

Paul: Yeah, there you go. It’s basically — Google a way of saying how important or relative your website is in Google’s eyes, and you have a great — what is that analogy you…

Chris: So, if you are on a random website on the internet, and you clicked a random link on that web — not website but that webpage, what was — what is the likelihood of them ending up on your website?

Paul: Okay.

Chris: And that‘s going to be your kind of page rank for that.

Paul: For all the sites out there, what is the likelihood of you ending up on…

Chris: And so, really it’s saying like if every website on the internet had at least one link to our website then our page rank would be pretty high because there’s a pretty good possibility from any random webpage for you to get to our website from a random link on that random webpage. So that’s kind of what — that’s what page rank is all about.

Paul: I got you. So what I would say is that of Alexa and Quantcast and ComScore and PageRank and all these different things, what should you pay attention to? I would say, first and foremost….

Chris: Keywords.

Paul: There you go. Your keywords.

Chris: (laughing)

Paul: You know, I would definitely be using Google, Google’s PageRank, you know, Alexa really if you want to and I really wouldn’t get into ComScore or Quantcast. I think that they both have great tools that you can use, but I wouldn’t really get into looking at your ComScore score or your Quantcast, you know, visitor numbers. Typically, when you get into like the top million sites, that’s when it’s probably going to be or most value to you

Chris: Right.

Paul: And, you know, people would look into buy ads on your site or you’re looking to go or put ads on someone else’s site. That’s when I would really look into it.

Chris: Or say you’re debating between buying two web-based businesses, you definitely want to look at those numbers, right?

Paul: Yeah, that — you definitely want to look at that. But to wrap this whole thing up I would say, why do you want to do any of this? Why do you want to look at any of this software or any of the analytics? Your number one goal is looking at your — what was the term I saw? Revenue metrics. Whatever metric it is that you use to determine how much revenue is coming in ‘cause basically — I mean seriously, why do you want traffic? To generate some revenue. Why did you build a website in the first place? To make some money off of it, you know.

Chris: Yeah.

Paul: Most likely, unless you just — no, I mean seriously — I mean blogs now, people monetize blogs these days so…

Chris: Well, we’ve got to — you know, we talked about two things that people will make a website for, reputation and credibility.

Paul: Okay.

Chris: Right? So that’s if you’re not really looking for your website to be any sort of a lead generation or revenue so… And it’s — and it has — it brings value to your business, everything else…

Paul: Is money.

Chris: …is money.

Paul: Yeah, seriously.

Chris: It’s the leads or cash.

Paul: So, yeah. So if you’re — whatever software you’re using, you want to pay the most attention to what’s called revenue — your revenue metrics. That’s the term I read somewhere and it’s one of those metrics that are important to you that can help you determine revenue, you know, is it — or you’re faced — have you done it down — have you bold it down to where you can tell every 10 Facebook friends you get, you get, you know…

Chris: A sale.

Paul: …a sale or something in that. So those are the metrics and they’re going to be different for every single business and only you can do it.

Chris: And every product potentially within the business.

Paul: Every product. And only you will know that will — let me take that back, only you and your SEO or your SEO company, E-Webstyle, can help you get those metrics down.

Chris: Understand those, yeah.

Paul: Yeah. So, it’s easy to get lost in Google Analytics. You know, I tell client this all the time. You know, look at your important ones. Don’t spend…

Chris: The clients are the dashboard every now and then, yeah.

Paul: Exactly. Now, you could spend 8, 10, 12 hours a day on this stuff. So look at what’s really important to you and, you know, figure out what are those metrics that help bring revenue. Is it just traffic? Is it – obviously, it’s going to be your keywords, keywords, keywords. Whatever it is, just make sure you focus on that. Don’t get caught up in all the other stuff. So, AJ, that’s for you. That’s for everyone out there. AJ at Computer Corner in Hawaii. I hope that helps. If you have any questions give me a holler or e-mail us. We didn’t give the e-mail.

Chris: Info might have gotten to us also.

Paul: Someone did send info@podcast or and I don’t think we ever gave it. So I assume they were just like, “Oh, let me try info.”

Chris: Info, yeah.

Paul: But it worked.

Chris: Excellent. All right. Well, a great piece on the different tools for looking at your score and rank. And yeah, the bottom line is focus on your website, focus on the revenue metrics, and if you’re confused about that, let us help you. You can reach us at (713) 592-6724, that is a US number. I don’t know…

Pau: Country code 001.

Chris: Country code 001. All right. That is the end of our 58th podcast. You are — we’re listening to the most popular SEO podcast on iTunes. Until the next podcast, my name is Chris Burres.

Paul: And this is Paul Hanson.

Chris: Bye-bye for now.

Author: eweb-admin