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Yahoo Directory Good For SEO?
Chris: I’m still trying to catch my breath. We’ve got more from our international sites. We’ll get on those next time.
All right, so we have a question from our Facebook page. Tim [00:09:01] [Calling], who has become a pre-interactive listener, thank you. Punch in the face, Tim, for that.
Here’s a new question for experts: is it still worthwhile to pay to be added to the Yahoo directory and does the Yahoo directory still exist?
Charles: A good thing about that question is I responded to Tim on Facebook and my immediate answer was yes. Some paid directories work and frankly, the Yahoo paid directory is one of those that works. It does have a cost associated with it [00:09:31] [Inaudible] the books but it generates a high PR link. Google seizes that value and at the end of the day, it helps your ranking. What was cool about that was two days later – which would have been yesterday – SEO [00:09:49] [Inaudible] posted a video by Matt Cutts addressing directories and in Matt Cutts’ video, he went on to say that ‘just be careful which paid directories you use’. Some fly-by-night ones have a low PR.
Charles: They don’t really trust them. The categories and the criteria for them to publish your LinkedIn and business information in the directory is sub par so they actually devalue it. Then there are others that have a high quality rate, have great categories, do a lot of research, all most require a verification process and those get a higher PR. Then he went on to mention that they value Yahoo. So definitely, Tim, paid directories work and Yahoo is one you should invest in if the budget permits it.
Chris: This next one is again from William Parlaman. I like this: you guys mentioned you do both SEO and PPC for clients. I just took on about 20 new SEO clients. I would love to hear and episode where you guys talk about how you manage your time when it comes to working with SEO and PPC clients. SEO is time-consuming and a lot of roll-up-your-sleeves type of work. We’d love to hear and SEO and time management secrets.
Will, we’ll actually cover that in another podcast because we have something special for you guys today. It’s really for you guys and for us. We’re about to take the video from this particular podcast and it’s going to transition and it will become a video on our pay-per-click page. So, Bill, if you’re listening, you’ll be able to hear what we do for pay-per-click clients. You’ll hear a case study and so that can send you down the right path. I know your question is towards SEO so we’re just going to table that question.
Charles: I’ll respond to you, though.
Chris: Yes. Frankly, it’s a lot of roll-up-your-sleeves work. There are a couple of tools that we use that certainly help us. I would imagine you’re aware of them. We don’t keep them secret or anything. We don’t have any time management.
Charles: Let me give Bill these two tidbits. Two good things that’ll save you a ton of time is sync up your AdWords account with Analytics.
Charles: In that way, when you run the reports, you can access Analytics and pull PPC reports. Do that and then get friendly with AdWords Editor.
Chris: Yes, there you go.
Charles: Take that, run with it and I’ll send you some more information across e-mail.
Chris: So like we mentioned, we’re actually about to start the section of this podcast that we’re going to cut out and use on our webpage. So enjoy.
Hi and welcome to our pay-per-click page. You are about to learn everything you need to know about pay-per-click. We’re going to get started with Charles Lewis. He is our…
Charles: Internet Marketing Specialist.
Chris: And I’m Chris Burress, the owner of E-Webstyle. So here we go with pay-per-click.
Charles: So we’ll start by calling pay-per-click as ‘page search’. Page search is really, in a nutshell, a pain to drive search traffic through your website. There are several different ways you can do it. Pay-per-click – or PPC for short – is one way you can actually pay Google, Yahoo and Bing for clicks. You can do that in a couple of ways by buying keywords or bidding on keywords. You can bid on display ads which are actually images that can show in Google’s content network across different sites. There is also a form of remarketing which is getting very popular right now. Remarketing is a spin-off of display advertising, how you can display ads to people who have already visited your site.
Today I want to talk about how we do page search. To be honest, what we’ve tried to do upfront is be very transparent with all of our clients. This should go across the board with most firms. Unfortunately, it doesn’t.
Chris: Right, yes.
Charles: So one of the things we try to do when we address the page search is tell you have to monitor billing. Let’s address the facts first. We’re very transparent. We do our billing on our client’s cart. Google and Bing require that you to apply some sort of billing payment method like a credit card. We use our client’s cart; not only that, we create login credentials for that client so they can login and see the billing. They can see the ads. The client can login and see traffic. They can see CCTR. They can see a lot of the things that, to be honest, most agencies and most firms try to hide especially if it’s not performing well. We want the client to see that for two reasons: so they’ll now; and since I know they’ll know, I have to definitely put our best foot forward.
Chris: I think transparency is key. The other thing is by the client having login, when we call to follow up with details about how the campaign is performing, the client is actually able to login and look at the exact same reports at the exact same time. It’s incredibly valuable.
Charles: Definitely, yes. It’s very valuable and at the end of the day, we ease their mind.
Charles: Unfortunately, a lot of small business owners out there who have been burned by different agencies – and they’re [00:15:01] [Inaudible]; I won’t give names now – that use a different platform set-up so you can’t really see the information that you want to see as a business owner. So we decided to just not do that and give you information you want to see.
I’ll be blunt and say that I’m pretty confident that we can probably do it better than you if you’re the business owner. We have one client, a windshield replacement Houston guy, Delta Auto Glass. What they did was they were spending a ton of money on pay-per-click, around $5000 or such. They came to us and told us that they spent it with an agency and they weren’t quite sure how it was working. They weren’t getting reports.
Chris: They didn’t have the transparency that we were just talking about.
Charles: They just couldn’t see the keywords. They couldn’t see CTR. They couldn’t control which keywords were working and all of that. I looked at it and I told them I could probably decrease their spend even while adding. I work for a 15% management fee.
Chris: Yes, we do have a 15% management fee on the budget that’s spent either with Google or Bing.
Charles: Just on your page search budget in general. We could probably lower your spend while adding our 15% and still get you better results. He took us up to the challenge. It immediately dropped it to $3000 plus our 15% and within two weeks, he saw significant increase in business. Before the end of the first month was over, he called to move it back up to $5000 because he had seen business coming in and he wanted more of it. To this day, that budget has doubled and their business has almost tripled. They have expanded to offer new services, services in new locations, hired new employees, bought new vehicles and are now looking to get a new north side location.
Chris: And raise their prices.
Charles: And raise their prices. So a punch in the face to you guys.
Chris: An important aspect of that campaign was the fact that we’re an internet marketing company that’s responsible both for the web design and development and also driving the traffic. If we saw that we were sending traffic to his website and it wasn’t actually converting into business, we would pull back and actually rework the website and figure out why it’s not working. We have lots of experience doing that. In his case, we just revamped the entire website which had some positive impact even before they switched over to us managing the campaign. Then once we started managing the campaign, it’s just been through the roof for them.
Charles: To add on to that, one of the benefits of doing that is like you said, we rebuilt the website first. Knowing that we would eventually take over the page search campaign, that allowed us to turn that development phase to go ahead and create the necessary landing pages that we knew we would need to make the pay-per-click campaign successful.
So dealing with an agency that can not only manage your page search but also maintain your website has great value.
Charles: And an important process in doing page search involves a couple of things. We always determine what the goal is: what does your business do online; are you selling a product; are you providing a service. In Delta’s case, they provide a service which includes a product. We have other clients who are strictly e-commerce so they sell products. Once we determine that, then we need to go in and figure out what page search campaign we should apply. If you’re providing a service, then Display Network may not be the best for you because it’s a longer sale.
Charles: If you’re selling a product online, then Display Network just might work. Frankly, remarketing will probably even work better because people are shopping online so you need to have your products in front of them as often as you can.
One of the things that we do is also establish where those ads should be published. Should they be published on Google?
Chris: On money.com?
Charles: Should they be included in Google’s content network? Should they be on mobile devices? We need to determine all of that before we even begin creating the ads so that we’ll know what sort of ads we need to create.
Chris: And that comes from a good understanding first of what your client base is and how we target that specific client base.