Webmaster Tools and SEO

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This is a transcript from our 116th Internet Marketing Podcast(2nd page). Find a link to listen or subscribe, below.
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Webmaster Tools and SEO

Chuck: So you’d want to make sure you do. I mean, for all webmasters out there, well, people don’t — SEO especially. You know, make sure you have your site map on your site. Go and ahead and submit your extra mail map, submit your ex-mail map, submit to Google Crawl and you know, all the stuff will probably take you, you know, less than a day to do so you might as well do it. Chris: And this is an example of where may be you’ve got latest and greatest news with SEO and you’re gonna get some sort of coup. That’s not the right term. There’s a newspaper term where you actually get — you’re the first one to report it. Chuck: Oh, breaking news? Chris: Breaking news. There are some other — Chuck: Yeah, something else. Chris: Almost exclusive but it’s still not exclusive. Anyway, so when you log in to Webmaster Tools, you know, you already defined your website in Webmaster Tools typically. And you can actually submit — it allows you to submit one page in that domain. So again, if you updated that page and you want that information out there quickly, you think people might be searching for it soon or immediately then, you know, that’s a great way to make sure that that happens really quickly. Chuck: Yeah, and more thing about the Crawl — I say Google. Google — I didn’t put a lemon on there, like 50 submissions. Chris: The angrier, meaner twin of Google, Groogle. Chuck: I mean, like a graphic about that. Chris: Yeah, grrr. Chuck: Yeah, but 50 submissions let’s say and I think it’s 50 per day also. Chris: And so if you need more than that, you might as well use the site map. Chuck: Yeah, wait till tomorrow. Chris: Wait till tomorrow, 50 more, start doing it. I don’t know, 11, 45 and then you get 50 and 50 depending on when their cut over is. All right. So we’ve got content. We’ve covered that. We’ve got content. I like this one, yeah. This is great, you know. We were just talking about our SEVO Website Analysis and we found a couple of articles. Here’s an article — the title of the article — this is from Search Engine Journal and this is “Applying landing page best practices to boost conversions.” Chuck: Yeah. Chris: Again, this is the principle of SEVO, Search Engine Visitor Optimization. You get the traffic to your website, that’s easy. What do you do with that traffic? That’s why it’s so — we believe it’s so important to have your internet marketing company have the capability to do both the web design and the internet marketing in terms of driving traffic to that website ’cause you’ve got to be able to iterate with that traffic and you know, do a Bavarian testing, figure out what’s working, what’s not. You know, what works for particular clients. Chuck: And this is talking about landing pages so I think this one is more search engine marketing related, you know, Paperclick and pay for exposure type budgets where you’re actually sending traffic to a particular page and you’re paying for that traffic. Then, you know, in those cases you need a landing page to convert as many people as you can. And so this is, you know, how to apply certain practices to these landing pages when you’re driving traffic to them. Chris: So one of the things that — the first thing it says is “make it short and logical.” And this is an interesting one ’cause really — Chuck: It depends. Chris: Yeah. Chuck: It depends. We did it short and logical and we did the long way. Chris: Yeah. Chuck: Right? I think it depends on the client. If this is a short sale where there’s not a lot of information involved in making this decision, you know, you’re coming here and you’re submitting a form, you know, to have something that’s cost the listing 50 bucks then, yeah, short and logical is the way to go. But if this is the hard plank siding — Chris: Yeah. Chuck: Right? Chris: Exactly. That’s a great example. Chuck: You do the hard plank sidi
ng. This is a, you know, an investment to your home, something that cause a couple of thousand bucks and people need to see colors. They need to read information. They might want to see before and after pics. And therefore, sure and logical doesn’t work in this case for a landing page. You need content, you need images, you need a little bit more information to help that user convert. Chris: And so that is my first reaction and I’m 100% on that. I also think even in more content, you wanna kind of design it so that it’s condensed. Right? Chuck: Yeah. Chris: So it’s not that you have less content ’cause there are clearly products and services that need — it’s a bigger sale, you know. No one’s gonna go out and buy — I was gonna say car but that’s not a good example. You know, I think siding for your home, right? This is kind of totally redo your house. You’re not gonna go out and buy siding for your home based on a postcard. It’s like, oh, wow, you know, 25% off, 10 years’ experience, and we do everything. And you’re like, okay, get this guys out. I’m ready to give him a check. You know, you wanna see what are my options. What are the color options, you know. You covered this already. So you need more test, you need to build more credibility for — in that case, it’s not just a price for it ’cause it’s interesting, right? ‘Cause the car is the same price point and you don’t need half as much. Why? ‘Cause it’s car like everybody knows it, you’ve seen it, you’ve driven it possibly. Whereas a house, you’ve never — how often that people change the entire siding of their house, the look and feel of their house? Chuck: Yeah, it’s not in — Chris: The gooey — Chuck: — emotional base. Chris: The gooey of their house. How often do you change the gooey of your house? Chuck: It’s not an emotional decision, you know, kind of check online. Oh, let me buy that type of decision. This is research, do some competitive research there. Oh, look at this landing page and hopefully send enough information that after they check your competitors ’cause they will, you know, come back and make the decision. Chris: One thing he did point out on this section which I actually believe is worthy of — well, there’s two things. Fundamentally, we believe every page is a landing page. So we really don’t believe in landing pages, per se. When we end up doing landing pages is when somebody has what we call an aesthetically outdated website. They’re not willing to invest and redoing the website and they’re about to start a Paperclick campaign or — and actually we just wait for them from an SEO campaign until the website’s done. In particular, if they want to generate revenue immediately, they can start a Paperclick campaign and you’ve got to drive that Paperclick campaign to a particular page that has high probability of closing business since you’re paying for that traffic. In that case, we’ll make a landing page. Typically, when we redo that website, that landing page actually fits right into the website. Chuck: Yeah. Chris: It’s not a separate page, you know, in the case of at-home siding. That’s gonna be the home siding page. It’s not gonna be, we have a home siding page and we have a landing page. Chuck: Yeah. That will be the home siding page and once the whole side get redone like they may do doors and windows, you know, so then there’ll be windows page that would be optimized but there will also be form at it to convert and so you know, in turn B, a landing page as well for two reasons. One is someone searches windows, you want that page to show — Chris: Yup. Chuck: — in organic results and two, if we decide to do some sort of Paperclick campaign for windows, we have that page send them to. Chris: I mean, roofing is another example of similar price point and totally different sales process in my opinion because most roofing gets done with insurance, right? There’s been at least in Houston, you’ve had hail damaged to your roof or hurricane damage to your roof and you end up bringing out insurance and it gets paid. So now you’re just looking for somebody to take care of the job. Chuck: Who can do it fast, who’s available and who can come today. Chris: So that page isn’t about, oh, the colors and textures and stuff we can do. We’re insured, we work with insurance, we’ve been doing it for 40 years, give us a call and let’s give you a quote. That’s a much simpler sell than a siding even though it has similar impact. So he says, “Generic landing pages are serious for par.” Now, this is an interesting one ’cause if a product, if a particular customer has a lot of products, their homepage and again, we consider every page a landing page, has to quickly funnel people to the right page. So it’s a general page and it has to be designed incredibly well. It’s still is a landing page of sorts ’cause we all know although we’d love to send traffic directly to the roofing page or directly to the home siding page, often Google gives a lot more precedence to the home page. Chuck: The home page, yeah. Chris: And so if that’s how they organically found you by typing siding, then when they get to your homepage you’ve got to be able to direct them to siding and windows and roofing equally well, equally quickly. So in general, yes, landing pages shouldn’t be generic and your homepage is a great example of a generic landing page, if you will. Next is talking about layout. Chuck: Yeah. So layout in the article, he mentioned that he prefer the single column. I think I’m not sure maybe I’m not sure the site of his testing but I think — Chris: Well, you know, this is interesting ’cause this is one of my criticisms of this article is. He says, “The most popular landing page layout is –” Well, does that mean it works? You tend to have that feeling that it does. I also think that it depends on the product. Chuck: Yeah, it depends on the product or the service for that matter. A single page I think is great. Most single page — well, I think single page landing page I think long self-letter — Chris: Super long. Chuck: CTA at the bottom. Chris: Very emotional. Chuck: You know, and personally I’m going from those. Chris: I don’t have time to read all that.

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