5 Must-Do’s for Beginning an SEO Campaign – Best SEO Podcast 345

Do you need a strategy for SEO? Where do you begin? Chris and Charles have the answer in this week’s podcast! Listen in for tips on how to target the right audience, choose your keywords, and more!

This week in the Potatoes:

  • Vine died!  #RIPVINE
  • Keep rats out of your corn field – with frickin’ lasers!
  • Self-driving 18-wheelers delivering beer in Colorado
  • Be sure to catch the first ever PITF-eview, a live interview with long-time podcast listener Manny Oliverez!

This week’s article is “5 Targets to Set at the Beginning of an #SEO Campaign” by Timothy Carter, posted over at Search Engine Journal.

Author: eweb-admin

2016-10-28 Podcast 345


Chris:                  Hi and welcome to the SEO Podcast Unknown Secrets of Internet Marketing. My name is Chris Burres, owner of eWebResults.


Chuck:                I am Charles Lewis, your Client Results Advocate.


Chris:                  Welcome back to another fun-filled edition of our podcast, this is podcast number —


Chuck:                345.


Chris:                  45. It is the podcast that I swear we did 3 podcasts ago.


Chuck:                Yeah, he was like–


Chris:                  I was prepping and I’m like–


Chuck:                Literally Back to the Future.


Chris:                  I’ve lost all my content, what happened to 344 and 345? Anyway.


Chuck:                Like they haven’t happened yet.


Chris:                  They, yeah. It was totally Back to the Future. As always we do have a tip from our previous podcast, and that tip is, “Create a PPC ad schedule around events.”


Chuck:                Look if you know your business, you know what grand openings you’re having, new products are coming out, new services, go ahead and create a pay-per-click ad schedule around those events so you can automatically increase your budget during those times.


Chris:                  Alright, please remember–


Chuck:                Forgot to say “Boom.”


Chris:                  Boom


Chuck:                There you go.


Chris:                  Please remember we are filming live here from Houston, Texas, and Charles– we are your friendly local neighborhood–


Chris & Chuck:  Top Position Snatchers!


Chris:                  And our mantra is–


Chuck:                Do not be a douche.


Chris:                  Don’t be a douche. Hey, we’ve got a special surprise for you today. We have– what are we calling it? It’s a– It’s like a skyped-in PTIF.


Chuck:                PITF-eview.


Chris:                  PITF-eview. Oh yeah! I like that! PITF-eview.


Chuck:                PITF-eview, yeah, exactly.


Chris:                  We’re going to get to that here in just a second. We have another article– the article we’re talking about–


Chuck:                Got a great article man, from Timothy Carter and the good folks over at Search Engine Journal, posted this article, “5 targets to set at the beginning of an #SEO campaign.”


Chris:                  5 at the beginning, okay, yeah.


Chuck:                Yeah so when you start SEO 5 targets you need to set, like things you need to be going for. Pretty good ones in here, one I was eehm about, so we’ll see, but we’ll get into that in a minute.


Chris:                  That makes it more fun. It just fits right in line with what we know. Don’t throw, you know, money against the wall and see if it sticks. Go in with those 5 ideas in mind.


Chuck:                Exactly.


Chris:                  Alright, so if this is the first time you’ve listened to the podcast, howdy, great to have you, glad you could join us. If you’ve listened to this podcast before, you know what we’re going to skip today. And yeah, we got a lot of– so the way it works is–


Chuck:                Yeah a lot of Twitter action and all kinds of stuff.


Chris:                  Yeah, we have like a– it’s a pseudo contest, we’ll call it, and if we get 10 shikos–


Chuck:                Shares, likes, and follows. That’s an eWebResults kind of branded term for social engagement. Shikos, shares, likes, follows.


Chris:                  If we get 10 of those on any one of our profiles and we get a review, then we do not tell you how to write a review. This time we got a review, and we got, like some of them are like 64 pops on somebody’s– 45 pops on Twitter. The #BestSEOPodcast, so we will skip that section. We will tell you how you can–


Chris & Chuck:  Shiko us.


Chris:                  And the way you can do that is, just go to our profile on these platforms, Facebook.com/


Chuck:                eWebResults


Chris:                  YouTube.com/


Chuck:                eWebResults


Chris:                  Twitter.com/


Chuck:                eWebResults


Chris:                  Instagram.com/


Chuck:                eWebResults


Chris:                  LinkedIn.com/company/


Chuck:                eWebResults


Chris:                  All of those will take you to our profile page on those platforms. Frankly, it’s only taken me like 4 months to be able to say that. And hopefully there you will shiko us.


Chuck:                Yeah shiko, share, like, follow. We want you to engage.


Chris:                  Hey if you’re a PHP genius or a WordPress guru, we’re probably looking for you and I’m pointing at the camera because you can actually watch this podcast. We broadcast live on Fridays, and it’s of course, on YouTube. We’re looking for you, go ahead and leave and audio résumé, 713-510-7846.


Chuck:                Hit us up.


Chris:                  If you are looking for a free comprehensive profit website analysis or website profit analysis. I think just profit analysis.


Chuck:                Profit. I mean the core question is, is your website generating a profit?


Chris:                  Or as much profit as it could.


Chuck:                Exactly.


Chris:                  Right? Let’s look at, okay great, you’re profitable. We’re going to take it to the next level and we help people take it to the next level, our–


Chris & Chuck: PITF-eview


Chris:                  Is going to talk about that today. Let’s see, and we do not have the favorite segment of the program. So let’s get into a little bit of news.


Chuck:                Yeah.


Chris:                  Yeah, so Vine died.


Chuck:                #RIPVine.


Chris:                  RIP Vine!


Chuck:                Hey, you seen that? Twitter went nuts with that #RIPVine and you know, we’ll get into that a little bit later because Twitter, we got some blanks there because of how they did Vine.


Chris:                  Oh okay. I thought this was interesting, geeky, whatever. External MacBook Pro drive costs $1999.


Chuck:                Yeah.


Chris:                  It was like 24GB– no, I think maybe 24TB backup drive or 3, whatever the number was. Anyway, they said, look you can buy a drive, a regular drive, you could buy a USB connector and you could buy another MacBook Pro and boom, you could have that as your backup and it would be significantly cheaper. And I thought this was super cool, geeky.


Chuck:                Hold on, before you just skate past MacBook Pro, because I’m a MacBook Pro– was a user.


Chris:                  You’re still a user.


Chuck:                Not technically. So, anyway, they released the new one, right? And so I was looking at it, and I’m going to be honest Apple, and Tim Cook, and the guys who are over there in that area. I was a little disappointed at the fact that everybody’s trying to make these smaller, more user friendly, and frankly a little bit more cost effective, that you guys came out with one that lacks some of the newer features as the Surface and other things and it costs like $1500 more than the old one.


Chris:                  Wow.


Chuck:                Yeah, Mac, that’s– Come on, I’m trying to come back and I got to buy a new one and I’m in the market and you make me really look at a Surface, so.


Chris:                  You are lucky you are not on blank stare today. I’m just going to throw that out there. I thought super geeky, super cool. So, they’re using lasers to keep rats out of like corn fields. Isn’t that just–?


Chuck:                Okay.


Chris:                  Right? So I’m like, wow, this must be brand new technology. They’re already doing it with birds. So what happens is as those things move around, they’re like, “ooh, something is kind of approaching me,” so boom, “I’m going to like fly away.”


Chuck:                It’s amazing the–


Chris:                  Instinct right?


Chuck:                Yeah.


Chris:                  It’s like a cat will chase it because it thinks it can catch it, so other things will run from it because it thinks it can eat it.


Chuck:                Have you seen the video where they drew a circle around an ant?


Chris:                  Uh-uh.


Chuck:                Ant was walking, they drew a circle around on the ground and he just stopped inside the circle. He literally walked to the line and was like, “Man!” And he stayed inside the circle, like never crossed the line.


Chris:                  Wow. That’s kind of cool.


Chuck:                Yeah, I thought so.


Chris:                  Yeah, so that should work. You just keep– yeah, you could keep ants out of there. If that’s what you want, anyway. So that’s all the news I got. We do have a question too. So, you want to get into the question? What do you want to do next?


Chuck:                Well, I’m going to take my news real quick. Got some more marketing related news. So Bing ads update. This almost could have been Algo Cat, but not quite. But they made a really core change that was pretty cool. Now you can share budgets across multiple campaigns. Oh, well what does that mean? Well let’s say you have campaign A for plumbing repair and you have campaign B for water heater replacement and you’ve got a $50 budget.


Chris:                  Right.


Chuck:                Used to, you would have to put $25 on one and $25 on the other and the problem would be if the search volume would dictate one may under spend and one may not preform as well because it needs more budget. But now you can just supply $50 to both campaigns and then one may use $20, one may use $30, one may use $10, one may use $40, but you get your ads shown more opportunities and they can share the same budget.


Chris:                  And that’s on Bing?


Chuck:                Yeah, that’s on Bing.


Chris:                  Wow, Bing did that first. Wow.


Chuck:                Yeah. Yeah, that’s what’s up, Bing.


Chris:                  You’d think if you would spend more money, why isn’t Google doing it yet? And it’s convenient.


Chuck:                Well, so Google has a similar feature but the fact that it’s out on Bing is pretty cool.


Chris:                  Oh okay, I didn’t realize that.


Chuck:                And my last piece of news is, did you see Uber’s self-driving truck?


Chris:                  I did not see it.


Chuck:                Self-driving 18-wheeler made a successful beer delivery. In the Colorado– In the mountains in Colorado.


Chris:                  That sounds delicious and I think in Colorado it should have been a marijuana delivery.


Chuck:                Well, I can understand. I mean if you consider those highways and all of the 18-wheelers that fall off the cliffs and all of that. I’d totally use a self-driving tuck.


Chris:                  Yeah. You don’t need anybody without nerves of steel.


Chuck:                Exactly. So.


Chris:                  Very cool. Alright, so this is the question that we’ve got and it says, “Hi Chris,” and this was on– they presented it to us on Facebook, “Hi Chris and Charles. In your recent podcast, you’re talking about duplicate content and http vs https, which we now have on our website and have amended our robots text file too. However, all of our links in our old website are absolute and they are just http not https. Does this matter or do we need to change them all? Thank you for the best SEO podcast in the universe. Melanie X.” Punch in the face Melanie.


Chuck:                In the universe. So I’m going to give you a universal answer. First though a punch in the face, appreciate your question.


Chris:                  Great question.


Chuck:                Answer’s both, right? It really doesn’t matter if you do the redirects correctly, but it always helps to have proper links.


Chris:                  Yeah.


Chuck:                So it’s not entirely going to break your site. Those links will still work, but you are adding an extra redirect for whoever has to click them. So if you have the resources, well then change it.


Chris:                  And almost any platform you’re on, you should be able to get into there and replace all “http:” with all “https:” that should be like a universal replace. I would do it.


Chuck:                Yeah I would just do it.


Chris:                  If you’ve got the htaccess correct, then you’re probably okay.


Chuck:                It’s probably– exactly.


Chris:                  So here is a review, this one is by sholey17and it is of course–


Chris & Chuck:  5 stars!


Chris:                  “Great way to stay updated,” It’s the title of it. “I’m the sole marketer for a small non-profit, so I don’t have a ton of time to spend catching up on the ever changing world of SEO. Listening to this podcast every week keeps me up to date on the latest news, algorithm changes,” Also known as Algorithm Cataclysms! “And SEO’s best practices so I can do my job well. Thanks guys. One thing I would like to see is how these practices can be used in different types of businesses. in many examples Chris and Charles use the example of a plumber or AC repair business, but it would be great to hear examples of non-profits and B2B companies.”


Chuck:                Okay.


Chris:                  Punch in the face to you sholey.


Chuck:                PITF.


Chris:                  Yeah.


Chuck:                Noted. You know? And we usually give service providers because that’s typically who we end up dealing with, but we do have some B2B clients and several– well not several, but we’ve worked with non-profits before and so no problem.


Chris:                  We’ll incorporate some of those examples. That’s good, so that– You got a couple more PITFs.


Chuck:                I do have some PITFs


Chris:                  And we have a big PITF.


Chuck:                Yeah, we’ve got 2 PITFs and then we’ll get into our PITF-eview.


Chris:                  PITF-eview.


Chuck:                Yeah, so this one goes to TriangleREVA, she hit us up on Twitter, @trianglereva, she says, “Still catching up on @bestSEOpodcast @eWebResults #podcast #341 Fantastic info as usual!” and then she used the Stitcher link. So punch in the face to you TriangleREVA and if you want to duplicate this message on Stitter, I won’t be–


Chris:                  Stitcher, yeah.


Chuck:                On Stitcher, I won’t be mad at you. And this other PITF goes to London Art College. Punch in the face to you guys, they’re @LondonArtCol. They say, “@eWebResults Thank you for the follow Chris & Charles! Love your podcasts listened to nearly all of them! Best wishes from London Art College.”


Chris:                  Wow, cool.


Chuck:                Listened to mostly all of them.


Chris:                  Punch in the face to you.


Chuck:                I don’t know if I believe that.


Chris:                  Because there’s a lot of them, I don’t have time to–


Chuck:                There’s a lot of them. Thank you for listening, appreciate it. And that was my PITFs.


Chris:                  Cool. Well, so we’ve got PITF-eview.


Chuck:                Yeah.


Chris:                  Is that– did I get it right?


Chuck:                PITF-eview.


Chris:                  The PITF-eview. Why don’t you take it away because you kind of spear-headed this.


Chuck:                So PITF-eview is like a punch in the face interview or what this is. And this new segment for people who’re listening and watching. It’s really, we want to take this opportunity to feature one of our fans. Somebody who’s been listening to the podcast, somebody who’s not only listened but taken advantage of it, taken advice, taken the resources. Implemented them and got some phenomenal results. And so rather than us just kind of tooting our own horn, like we’ve been accused of some.


Chris:                  Right.


Charles:              Let somebody else share what they’ve been experiencing. So I want to introduce to all our listeners and fans, Mr. Manny and I’m not going to say that last name until we get him on because I’ve got a question about your last name.


Chris:                  Alright here we go, it’s pulling up on the screen behind us. 3-2-boom! Manny, how are you doing?


Chuck:                Manny, punch in the face to you, thank you for tuning in sir.


Chris:                  Alright so we have lost voice here. So we’re going to fix that. Just pull that out, put that back in. Hopefully that comes back, can we get a little sound–?


Manny:              Hello there.


Chris:                  There we go. Yeah, you joined us.


Chuck:                Hey man, how you doing? So, is it Oiverez? How do you pronounce the last name?


Manny:              Oliverez.


Chuck:                So, I didn’t see an “L” and so me and Chris looked at it and said, man I don’t see an “L” in this name. Oliverez?


Manny:              Oliverez yeah. Oliver, easy. Oliverez.


Chris:                  So, your Skype handle skips the “L” right?


Manny:              Uh, I think– does it?


Chuck:                Yeah, it does.


Manny:              Oh it does, look at that!


Chris:                  Okay, oh man!


Manny:              On my own name!


Chris:                  This is not us, because this is one of those things like–


Manny:              I never saw that, oh my goodness.


Chris:                  Charles was like, yeah there’s no “L” and I was like– It’s one of those things you know, somebody tells you something and you’re like, I’m sorry I just don’t believe you. I’m not even sure I believe him.


Chuck:                Yeah, because there is no “L”.


Manny:              I’ve had that for years. Oh my gosh.


Chuck:                There you go, that’s the type of quality we–


Chris:                  No wonder people pronounce my name wrong.


Chuck:                Awesome.


Manny:              Thank you so much. Look, I learned something already.


Chris:                  There you go, yeah, that’s awesome. Alright so, thanks for joining us on the podcast and I know we kind of said hey, let’s kind of steer this a little bit and have a certain number of questions for you. So Charles is going to take that away.


Chuck:                So first off again, appreciate you tuning in to our podcast. You’ve been tuning in for a while. How many podcasts have you kind of watched and/or listened to?


Manny:              Oh. Listen, I started listening way back, let me tell you. I’ve listened to hundreds of podcasts, I think it was around maybe 65, 60.


Chris:                  wow.


Manny:              When I fist started. You had somebody named Paul with you Chris.


Chris:                  Yeah. Punch in the face to Paul.


Manny:              Way back in the day. And Charles was the new guy that came by.


Chris:                  Yeah, yeah.


Chuck:                Wow.


Manny:              So it has been a while.


Chuck:                Wow, yeah. We’re at 345, that’s almost 300 podcasts ago.


Chris:                  Wow. We haven’t called Charles the new guy in a little while.


Chuck:                Yeah, Manny’s the new guy.


Chris:                  Yeah, I can say I’m the new guy.


Chuck:                Awesome. So you’ve been listening to the podcast and obviously taken some information and using it for your business. What type of business are you in?


Manny:              Well, I’m in healthcare and I do medical billing. What we do is we submit claims to insurance companies on behalf of doctors and then follow up to make sure that they get paid. And it’s B2B.


Chuck:                B2B.


Manny:              Service, business. You guys were just talking about just one of them.


Chuck:                Yeah, TriangleREVA and– No that was your review who asked about the B2B stuff. What was their name?


Chris:                  Right right, yeah.


Chuck:                Here’s a live B2B example happening right now.


Chris:                  That’s how fast we go. That’s how fast we work.


Manny:              And it works. You know, medical billing is boring.


Chuck:                Yeah.


Manny:              It is a boring industry. So, getting some traction on the internet is really tough, but I’ve been able to have some success though.


Chuck:                Awesome. Well let me ask you this. How did that success come about? Like how long did you have the site, and how long before you, you know noticed some changes after working with some of the tips and recommendations we’ve given?


Manny:              Well, I started the site in 2004 when I started the business.


Chuck:                Wow.


Manny:              And 6 years later I just took some stats. 6 years later in January of 2010 I saw that I had 3 visits on a particular day. To my website.


Chris:                  3, wow.


Chuck:                3 visits. Yeah, like after 2 but less than 4. So it’s 3 visits a day.


Chris:                  That’s like after the first couple of months you actually know them all by name.


Manny:              And I think 2 of those visits were just my own, checking on the site. But now, go 6 years beyond that. So I should be up to 6, but guess what? After listening to a lot of your podcasts I’m now, last week I just saw, on like an average day 1800 visitors.


Chuck:                Wow.


Chris:                  Wow, 1800.


Manny:              So the first 6 years were 3. The next 6 years, 1800.


Chuck:                1800.


Chris:                  1800.


Chuck:                Wow, that’s what’s up. To go from getting roughly– what’s that? 90 visits a month?


Chris:                  Right.


Chuck:                To getting about 40,000 visits a month.


Chris:                  Wow.


Chuck:                That’s pretty good.


Manny:              That’s a huge dif–


Chris:                  I got to do this, good job.


Manny:              And really back then, that’s when I realized that hey the internet is really the way I needed to go. I don’t know much about it. So that’s when I started hunting around for something and that’s when I came across your podcast, about 2010. So it’s been a few years.


Chris:                  And Charles told me that you kind of search some other podcasts and might have a little bit of feedback about other internet marketing or SEO podcasts.


Manny:              Oh yeah. No, I did. You know, I checked out several and some of them they’re just a lot of them die off. You know, you start listening to them–


Chris:                  Didn’t make it, yeah.


Chuck:                They die off that I’ve listened to. They’re really not– It’s interesting, you guys are kind of unique out there because you mix humor and knowledge together and it just comes off. So you’re entertaining me as I’m learning stuff, you know? Charles is great and I love you Chris. All that information you guys give has you know, helped me grow from those 3 visits to the 1800 visits.


Chris:                  1800, wow.


Chuck:                Awesome, so we were talking about that growth, right? And so the question was, what kind of things did you do? And you were sharing with me that it was really not one specific thing but you know, a number of things.


Manny:              Well right, because I’ve been listening for so long. Each episode or every few episodes, I’ll get a nugget here or there and I’ll go back to the website and I’ll try it out. And guess what? It starts to work, now all these things over time is what’s made it work. It’s not and instantaneous thing as you guys know, but it works. It works, some of the stuff. To be specific like bounce rate. You mentioned bounce rate on a podcast, so I went back and started working on that. My bounce rate now is just over 2%. Schema–


Chuck:                Damn.


Chris:                  What?


Chuck:                Hold on time out.


Chris:                  No no no no no.


Chuck:                You said 2%?


Manny:              2% bounce rate.


Chuck:                Like milk? 2%?


Manny:              2.17% actually as of today.


Chris:                  So–


Chuck:                1800 visits?


Chris:                  And 98% visit more than 1 page? I mean 98% visit more than 1 page?


Chuck:                Wow.


Manny:              Yeah, 2.something pages.


Chuck:                On average.


Chris:                  Oh we lost you but you will be back here shortly. Let’s go again.


Chuck:                Wow.


Manny:              Time on site’s about– over 10 minutes.


Chris:                  Wow. Alright so–


Manny:              Because you’ve also told me about some stuff about cross linking posts. Making sure as you read articles here, some stuff on the side bar with popular posts. Yeah so that they’re staying there longer. What can I do to make them stay longer?


Chuck:                Awesome. Yeah, your site’s performing better than ours, so.


Chris:                  Yeah.


Manny:              Something like that. SlideShare works great with repurposing content as you guys have mentioned. You know, page speed? I worked on page speed for a while. I mean a lot of these are long processes, but little by little over time it all works.


Chuck:                So what challenges would you say you’re facing now?


Manny:              The biggest challenge right now is I got traffic.


Chris:                  Right, lots of it.


Chuck:                Yeah.


Manny:              Lots of traffic for our niche, because for our niche that’s pretty good. I’m not a huge company you know, with hundreds and hundreds of employees.


Chris:                  Yet.


Manny:              The biggest thing that I have right now is conversion.


Chuck:                Okay.


Manny:              You know to get them to be– maybe not convert, let’s say sales.


Chuck:                Yeah, the internal process.


Manny:              You know, conversion is trying to get them to sign up to my email list or do something on the site, but– or call me. Call me is a big thing.


Chuck:                Okay.


Chris:                  Right.


Manny:              So I’m just not getting enough– I’m getting calls but I need more calls, more email sign ups so I can do drip campaigns as we’re talking about a little earlier Charles. Some drip campaigns and just to be able to turn those visitors into sales.


Chuck:                Gotcha. Well I would definitely–


Chris:                  Yeah. So where I think we’re– let’s take that offline.


Chuck:                Yeah.


Chris:                  And we’ll talk about some good ideas Charles and I as we’re already brainstorming, and I want to wrap up this section, but before you go– unless you had one more question you really wanted to get in there.


Chuck:                My last question was you know, what do you appreciate most about the podcast?


Chris:                  There we go.


Manny:              Oh! It’s got to be how to give you guys a review. The first 10 minutes.


Chris:                  He loves the first 10 minutes! Wow!


Chuck:                Ironically, he loves the potatoes!


Manny:              Yeah, it goes back to that mix of humor and just the chemistry between you guys, it’s just interesting to listen to. I look forward every Friday to be able to listen to it. I like to listen to it live too if I can and you know, give you a little bit of a–


Chuck:                Some shikos!


Manny:              On Facebook.


Chris:                  Yeah, the thumbs up on Facebook. Well yeah as soon as we disconnect here you can pull that up and join us. Before you go, what I’d like to do is get a photo real quick with you right there behind us. Let’s just do– we’ll do a thumbs up unless we’ve got– we don’t have some sort of eWebResults symbol yet.


Manny:              Oh! Okay.


Chris:                  Alright. Alright so thank you Manny for tuning in.


Chuck:                Appreciate it man.


Chris:                  And we’ll be in contact.


Manny:              If I could say one last thing?


Chris:                  Oh yeah, how do we contact you?


Manny:              Oh, you can contact me at capturebilling.com.


Chuck:                Okay.


Chris:                  That’s our website. Contact forms should be very easy for you to find there. My email is manny@capturebilling.com, feel free to email me if you want. Yeah, and then that’s pretty much it. I do want to say one last thing. I did this piece near by myself, it took over 6 years. I tell you, someone would hire you with you guy’s knowledge, they could do it in you know, a fraction of the time.


Chuck:                Yeah.


Chris:                  Hey, the phone’s already ringing. How great is that?


Manny:              Wow! You guys are great! Let me go get that. Talk to you later.


Chris:                  Alright Manny take care.


Chuck:                Alright so, thank you so much man.


Manny:              Bye!


Chris:                  Thanks for checking in. That was awesome. Alright so, that is officially the potatoes of the podcast. It is time to get into the meat.


Chuck:                A punch in the face to Manny Oliverez.


Chris:                  Oliverez. We knew it, we just couldn’t read it.


Chuck:                Couldn’t confirm it.


Chris:                  Right.


Chuck:                Awesome so like I said, we want to get to our meat today. Punch in the face to Timothy Carter and the good folks over at Search Engine Journal, posted this article, ““5 targets to set at the beginning of an #SEO campaign.”


So let’s get right into it. He says, “SEO is definitely a strategy that depends on planning.” He says, “What you plan for at the beginning of a campaign can set the tone and the effectiveness for your entire execution. Set the wrong goals, aim for the wrong targets, and you could wind up wasting time and energy pursuing a result that doesn’t align with your original vision.” And he’s absolutely correct. Like it is so imperative that you kind of set some guidelines, set some targets, set some objectives before you even begin any SEO. So that way you can kind of understand what it is you’re trying to accomplish and how you intend to get there.


Matter of fact, the worst thing and what I added, is the worst thing you could possibly do is spend time, resources, effort and energy optimizing for the wrong phrases, going after the wrong target, writing the wrong content, building the wrong links, and everything else involved with SEO. So it is key that you get an understanding of what that strategy is going to be. So let’s get into his 5 targets.


Chris:                  One!


Chuck:                Number 1, the “Audience.” The Audience should be a target that you should be setting at the beginning of your SEO campaign. He says in regards to the audience, “When it comes to search, you’ll have to consider a completely separate set of factors. For example, is there a specific segment within your audience more likely to use search than another?” He’s absolutely right. When we’re talking about audience setting for the sake of Search Engine Optimization, yeah you need to understand what your audience does, who that audience is. What I kind of added was, understand how your audience searches. Is this a local search? Are they on a mobile device? How are they searching? Are they typing? Are they using voice search? Are they searching Google? Are they searching Facebook. Like where are they searching for? You need to understand what your audience does and how they look to find you when you’re developing this SEO campaign. Consider the product that you offer for this audience, right? Are they searching to only do some research? And it’s going to take some time before they eventually convert? Or will they search, find, and then take action. Understand the actions that your audience that you’re targeting is doing so that way when you begin to develop this SEO campaign, you can develop it correctly.


Chris:                  Right.


Chuck:                Here, I dig this. One more thing I added was, cater your strategy. Right, whatever strategy you are creating, cater that strategy to how your audience engages.


Chris:                  Right.


Chuck:                So if your audience engages mostly on mobile, with a Google search, then you want to cater your SEO strategy to that. Need to use you know, AMP pages and things like that because that’s the bulk of your audience.


Chris:                  Yup.


Chuck:                Number 2.


Chris:                  Two!


Chuck:                “Niche,” right? And so we’re talking about the 5 targets for your SEO campaign. First one was audience, second one is your niche. What is your target niche? He goes on to say, “It’s better to seek out a niche — a highly specialized area with less visibility, yet far less competition.” And he’s right because SEO is a very competitive market and you’re probably in a very competitive industry especially if you’re B2B. For example like an accountant or something like that where you’re always dealing with other businesses.


Chris:                  Or a charity where you’re you know, vying for the same kind of dollars, donation dollars.


Chuck:                Exactly. Then it’s going to be extremely competitive and so you really want to find that niche. The benefit to finding a niche, and this is kind of our addition to this in regards to an SEO campaign, is the fact that long-tail phrases usually come with that niche and it’s easier to rank and frankly a little bit faster and they even convert better when you’re using a long-tail phrase. Exactly, and you get those phrases by focusing on a niche, right? And so I tend to use a service provider where we’ll use B2B, right?


Chris:                  Right.


Chuck:                And so if you’re an accountant and you’re servicing other businesses, maybe you want to focus on you know, oil and gas focused related you know, accounting activities and not necessarily just certified public accounting. Very broad term, billions of searches, billions of competition, but once you get a niche–


Chris:                  Start to narrow it down, yeah yeah.


Chuck:                Exactly, you reduce the competition, you increase your chances of ranking higher and faster and if you have content or you site specific to that niche, you also increase your chances of conversion.


Chris:                  Yup. Number 3!


Chuck:                “Keywords,” right. So first was “Audience” target, second one was “Niche” target and this third one is your “Keyword” target. Of course there’s a keyword target.


Chris:                  Good, glad it’s there!


Chuck:                Yeah.


Chris:                  And it builds, right?


Chuck:                Yeah it builds, exactly! This is the five targets you should have before your SEO campaign and the third one is keywords. He says, “They’ve always been important, and they still are to some degree, but they’ve evolved dramatically thanks to the semantic search-focused Hummingbird update.” So what does all that mean? That means it’s not just about keywords anymore. It used to be you know, AC repair or Houston accountant or whatever your keyword was, but now with people doing more voice searches, with so much semantic texts going on and things like that, it’s not just about those keywords. It’s about those keywords and corresponding keywords and other relevant content that supports those keywords. What I said is, understand your main terms.


Chris:                  Right.


Chuck:                And then generate versions of those main terms with synonyms and other terms that people may use so that way your content can be semantic and take advantage of the said Hummingbird update.


Chris:                  Four!


Chuck:                Number 4, “Traffic.” So there’s audience, there’s niche, there’s keywords and now there’s traffic. Right and he’s talking about an SEO target, why would you target traffic?


Chris:                  Yeah.


Chuck:                He’s really– basically what he’s saying is, understand how much traffic you think you’re going to need.


Chris:                  What is the opportunity?


Chuck:                Yeah, what is the opportunity? Matter of fact he says, “you may know what type of content you want to produce and what links you want to build, but how many of them will you need? How much will you invest? The bottom-line goal to worry about is your total organic traffic.” And he’s right and why you do that? Right here, this is what I want to add to this, how do you figure all that out?


Chris:                  Right.


Chuck:                Well get an understanding of your competition. Right, figure out what terms they’re on because “Keywords” was the one before this.


Chris:                  Right.


Chuck:                Search those terms. How much competition they’re showing? Where are they ranking at? What terms are they ranking for? What type of content is being shown for those same type of key phrases? Once you get that level of understanding then you can come back to the drawing board and write better content, you can rank for better phrases, you can begin to optimize your site to perform better than the competition you see.


Chris:                  Yeah, you could get a good sense of like how strong the competition is by the quality of the website.


Chuck:                And the content.


Chris:                  Not just the content right? Because the content could be really good with a crappy website that’s supporting it because the content drives the placement and so they haven’t focused on the actual layout and GUI of the website. Focus on that website it’ll give you an indication of what is the real competition like and what you’ve got to knock off.


Chuck:                Exactly.


Chris:                  And usually if it’s valuable then there’s a lot better competition, the website looks a lot better typically, not always.


Chuck:                And the good news about that is, let’s just say yo do that search and on the first page, most of the sites actually suck, right? Then you’re in a great position to take advantage. All you have to do is come up with a great layout, a nice optimized website, mobile friendly, some awesome content, and a few links and some social promo and you’ll likely eclipse them.


Chris:                  Be careful though because if all of them are bad, you may be going after a phrase that ultimately doesn’t generate value.


Chuck:                And we’ve had that, where we’re the best site on block right?


Chris:                  Yeah, yeah.


Chuck:                And it’s just not converting well because it’s overkill.


Chris:                  It’s a long block.


Chuck:                Exactly, exactly. So, but definitely do a competitive analysis, it’s what that really is, so you can understand what the traffic should be for your SEO campaign. And the last one.


Chris:                  Number 5!


Chuck:                Number 5, the “Conversion Rate”. We’re talking about the 5 targets you should have, so you should target your audience, you should target the niche, you should target the keywords, have a target for your traffic, and lastly, he sets a target for the conversion rate. He says, “Your conversion rate isn’t technically a part of your SEO strategy.” Then he says, “optimizing your site for conversions isn’t going to have a positive impact on your search rankings in any capacity.” Timothy, I’ve got a problem with that statement.


Chris:                  Yeah.


Chuck:                I agree with the conversion rate not technically being part of the SEO strategy, but optimizing your site’s conversions we believe will have an impact on your ranking because if you optimize your site for conversions, then that means these people are having a great experience. They’re looking at multiple pages, they’re converting well, they spent– the bounce rate’s low, your time on site’s high, and that great engagement signifies a good experience to the Google user and we believe will increase your ranking.


Chris:                  Google will look favorably upon you.


Chuck:                Because your site gets a good experience from those who visit it. So like a punch in the face to Manny with the 2% bounce rate.


Chris:                  98– Oh man!


Chuck:                And then over 2 minutes average on the site and if he’s converting like that, there’s a reason why he’s already ranking 1 because he’s having a good experience on the site.


Chris:                  Absolutely.


Chuck:                And so, conversion rate I believe can affect your SEO because at the end of the day, you put up a good site and they’re bouncing, they’re not converting, no matter how good your content is, if they’re not engaging then it’s not a good experience to the Google user and that will diminish your ranking.


Chris:                  Yup.


Chuck:                But other than that, great article.


Chris:                  Spot on.


Chuck:                Yeah, spot on man. A punch in the face to you, Timothy Carter and the good folks over at Search Engine Journal. He says, “5 targets to set at the beginning of an #SEO campaign.” I can dig it.


Chris:                  Very cool. And I know we’ve got some Blank News right?


Chuck:                Yeah. I got some Blank Stare News.


Chris:                  What News or is it Blank Stare? I think we’re doing What News.


Chuck:                Yeah.


Chris:                  Like, What?!


Chuck:                News.


Chris:                  Yeah.


Chuck:                Yeah, this one goes to Twitter.


Chris:                  Twitter.


Chuck:                Right and Chris kind of alluded to this earlier with the RIP #RIPVine, and so the reason Twitter is getting this blank stare is because 4 years ago, they bought Vine.


Chris:                  Right.


Chuck:                They spent $30 million on Vine. Right, and now it was like, okay why are they doing Vine? It’s kind of cool, Vine is on, Vine is buzzing, Vine is popping right now. I get it, but instead of investing in Vine and making it better, they started–


Chris:                  They killed it.


Chuck:                Well, they let it sit and then they began building Periscope and focusing on live feeds and everything else, and now all of those social media stars, all of those social media people who used Vine to bring themselves to stardom, now don’t have a platform.


Chris:                  They’re broke.


Chuck:                That kind of sucks and so without no warning. It wasn’t a, “we may consider Vine.”


Chris:                  They were debating, yeah.


Chuck:                It was like, “we’re going to pull Vine now pretty soon.” We’re going to leave it at there right now because the videos are awesome and they still get traffic, but you can’t create any new ones and then eventually they’re going to send out a notification where existing users can download their media. So that was kind of cool.


Chris:                  Yeah yeah.


Chuck:                That was kind of cool. Just let me get my data, but yeah. I don’t understand why y’all bought it to let it go, unless y’all were just trying to kill the competition.


Chris:                  What I read is Vine was kind of an accident. They were like 6-second circle– 6-second video is easy for me to say and so people started taking it as a challenge of like telling stories in 6 seconds.


Chuck:                Yeah, how can I create content? Yeah, it was a great app. At one point they had 200 million users, they were the number 1 app in iTunes and android for being downloaded.


Chris:                  Wow.


Chuck:                They had plenty of activity. I don’t understand why Twitter bought them at the time, I just don’t understand why they didn’t invest in that purchase.


Chris:                  They didn’t do anything with it. Well you know, there could be that kind of business focus, “hey we need to buy them before they become a competitor,” kind of thing.


Cool. Hey, so if you liked this podcast, we’re going to ask you to do one simple thing. Really it’s 3 simple things. Go ahead and share this podcast with 3 people that you know.


Chuck:                Yeah, you can share this podcast. Click the share if you’re watching live. Maybe you’re tweeting it out, tweet the link. Just tag 3 people in it.


Chris:                  Go ahead, do that right now. You got time. Boom!


Chuck:                There we go.


Chris:                  Thank you guys for doing that. Hey if you’re looking to grow your business with the largest simplest marketing tool on the planet–


Chuck:                The internet.


Chris:                  Call eWebResults for increased revenue in your business. Our phone number is 713-592-6724. If you have a referral, somebody who’s interested in any aspect of internet marketing.


Chuck:                Yeah that’s email marketing, website design, like custom responsive WordPress website design, Search Engine Optimization, pay-per-click management, social media marketing, email marketing. We can like create drip campaigns, all that kind of stuff. If it’s digital, holler at us.


Chris:                  Holler at us. Send them our way. They pay their bill, we pay you. We have a referral program in place. I am going, with the help of Nolan or I’m helping Nolan go, this is UP Social Network, for a world record. If you would like your business associated with the Guinness World Record–


Chuck:                Hold on. This deserves– you didn’t even do that right. This is like huge.


Chris:                  Yeah.


Chuck:                Drum roll please. All of that.


Chris:                  There’s a Cataclysm shaking going on.


Chuck:                Yeah, like this is big. This is Guinness book world record breaking news here.


Chris:                  Chris Burres and Nolan Davis are going for a world record! You can participate, your business can be associated with the Guinness World Record. You need to check it out. All you have to do is google “Kickstarter UP Social Network”. You can Skype in, you don’t have to be in the Houston area. The goal is to interview 300 business in a 24-hour stream. We are looking for a coffee sponsor, hopefully you guys can– we’re going to really need a coffee sponsor. It’s going to be 24 hours.


Chuck:                Yeah, 24 hours.


Chris:                  Check it out. You can also go to UPSocialNetwork.com to see what all that’s about, see what the network is about. But yeah, just google “Kickstarter UP Social Network”, you will find it. You can fund it. You know, you can actually Skype you in, you get the video, branded video, so you can use that to market your business. Have your business associated with the Guinness World Record.


I always like to ask– and we can’t see you, but I’m going to ask this anyway. Raise your hand if you’ve actually participated in a Guinness World Record. I’m sure–


Chuck:                Nobody did it.


Chris:                  Nobody did.


Chuck:                If you did, hit us up.


Chris:                  Yeah.


Chuck:                We’re just curious to know what that looked like.


Chris:                  Absolutely, there’s probably– I mean we have enough listeners, there’s probably some out there, but this is a way to associate your business with a Guinness World Record. So, go check that out. That’s pretty exciting.


Listen, this was filmed live at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. A transcript, video, and audio of this podcast are available on our website which is eWebResults.com. Thank you guys. All of y’all have made us the most popular internet marketing podcast on iTunes. This was fun today, we did something a little bit different.


Chuck:                Yeah, PITF-eview. Made up right on the spot.


Chris:                  You guys should just hit us up, let us know how you liked it. Really good stuff, thank you.


Chuck:                Punch in the face to Manny.


Chris:                  Boom. Getting great results.


Chuck:                Yeah.


Chris:                  Until the next podcast, my name is Chris Burres.


Chuck:                Charles Lewis.


Chris:                  Bye bye for now.

Tip from Best SEO Podcast 345 – Understand Your Target Audience Before Starting SEO

Best SEO Podcast 345 Tip