8 Big SEO Changes over the last Decade – Best SEO Podcast 346

Have you been living under a rock? Even if you haven’t you need to check out this episode covering some of the ways SEO has changed over the last decade!  Chris and Chuck talk about the rise of content, Search Engine Results Page overhauls, and much much more!

Also in the Potatoes:

  • The new Microsoft Surface Studio
  • Mobile internet usage has surpassed desktop!
  • Facebook’s more than 1 billion users
  • eWebResults’ newest team member, Christina Bautista!

The article is “8 ways SEO has changed in the past 10 years” by Jason DeMers, posted over at Search Engine Land.

Author: eweb-admin

2016-1104 Podcast 346


Chuck:                Got to do that.


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:                346.


Chris:                  346.


Chuck:                Like the one after 345 and right before 347.


Chris:                  I was just happy to get over 345.


Chuck:                You were stuck on 345 for 3 weeks.


Chris:                  Because I was convinced that it happened like 5 podcasts ago.


Chuck:                Yeah.


Chris:                  As always, we have a tip from our previous podcast and that tip is, “Understand your target audience before starting SEO.”


Chuck:                Yeah before you spend that time doing keyword research, writing content, understand what your audience is looking for, how they search, the device they’re using and that way when you do your SEO you can be more targeted and have a better result.


Chris:                  Boom! That’s the period on the–


Chuck:                Yeah, boom.


Chris:                  End of everything that happens, right?


Chuck:                I get it.


Chris:                  Hey, please remember, we are filming live here in Houston, Texas and Chuck and I, Charles and I, 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.


Chuck:                It is not a good look.


Chris:                  It is not a good look. Hey we’ve got a pretty good article today. I know we’re talking about things that have changed in SEO.


Chuck:                         Yeah, so the homie Jayson DeMers and the good folks over at Search Engine Land posted this article, “8 ways SEO has changed in the past 10 years.”


Chris:                           10 years, okay.


Chuck:                8 ways. So we’ll look at those 8 ways but then we’ll also tell you what you should have done because of that change.


Chris:                           Okay, good. Good. Alright so if this is the first time you’ve listened to the podcast, howdy, welcome, thanks for tuning in.


Chuck:                         Glad to have you.


Chris:                  Yes. If you have watched this podcast before, you understand exactly why I have this tear tattoo.


Chuck:                         I heard the tattoo gun going.


Chris:                  I tried to keep the screams to a minimum this time.


Chuck:                Yeah, I was like oooh.


Chris:                  Every time we don’t get a tatt– a review I add a tear tattoo. It gets removed every now and then, but yeah, I’ve got a tear tattoo. So we usually run a– I don’t know–


Chuck:                         Special.


Chirs:                  Competition.


Chuck:                Competition.


Chris:                  Special.


Chuck:                         Promo.


Chris:                           A thing. We’ll call it a thing. We’re here in Texas, and the way it works is if we get a review and we get 10 shikos–


Chuck:                         Yeah, shikos are eWeb branded term for social engagement, so that’s shares, likes, or follows.


Chris:                           If we get that review and those 10 shikos then we don’t tell you how to leave us a review. This time we didn’t get the review and we didn’t get the shiko.


Chuck:                         Yeah, we were like low on shikos also.


Chris:                  Oh I’m sorry. Look, the tear tattoo magically disappeared. We do have a review. What we don’t have is the 10 shikos, yeah. You gonna kick me in the shin, is that what you–


Chris & Chuck:           pwoofshh!


Chuck:                Yeah.


Chris:                  I deserve a kick in the shin. So we do have a review, we don’t have the 10 shikos that we need.


Chuck:                         Yeah, that’s what it was. We didn’t have much social engagement.


Chris:                  So now we’re gonna teach you how– I think we got a thumbs up on Facebook Live ‘cause I just got shot in the head. I think that’s– I think that’s how that works.


Chuck:                         They like that.


Chris:                  Yeah. So, especially for that. So now what we’re going to do is tell you how to leave us a review and there’s a couple of ways, one of them has just 3 steps. Go on to iTunes, create an account, and write a review. Hopefully you’ll make that review–


Chris & Chuck:           5 stars!


Chris:                           And when you do, go ahead and send an email to podcast@


Chuck:                eWebResults.com


Chris:                  And let us know you left us that review so we know to look for it. Another thing that you could do is you could go to our G– Google My Business page–


Chuck:                         Yeah.


Chris:                  And you could leave us a review there. Now I could give you this really long URL and it would suck and it would take most of this podcast ‘cause that’s how Google My Business is, or you could just do this: go to eWebResults.com/


Chuck:                         Google+


Chris:                  or /


Chuck:                Googleplus


Chris:                  or /


Chuck:                G+


Chris:                  or /


Chuck:                Gplus


Chris:                  All of those will take you to– In fact it takes you to a search result page and then up will pop up our reviews and you can click it and leave us a review.


Chuck:                         You can also go plus.google.com/+eWebResults


Chris:                           I didn’t know th– Is that true?


Chuck:                Yeah.


Chris:                           So you could do that also, there’s all– I would just do the eWebResults.com/G+


Chuck:                         Yeah.


Chris:                  Let’s see what else do we have? Stitcher. You can leave us a review on Stitcher, all you need to do is go to our website, eWebResults.com and then get over to– you’ll find Stitcher– Actually go into one page and then you go to– you’ll find a link to Stitcher, that’ll get you there.


Chuck:                         Yeah if you go to eWebResults.com/SEOPodcast, right?


Chris:                  Right.


Chuck:                Go to that page, right there in the sidebar you will see the Stitcher logo. Click the Stitcher logo, as soon as you get to the site, right at the top it says “Write a review”. We sure appreciate it. Hopefully that review is–


Chris & Chuck:           5 stars!


Chris:                  Alright so that’s how you can leave us a review. Let’s see what’s next? The next is: hey you can follow us and you can shiko us and we really appreciate that. If you want to get connected to us on our profiles on each of the you know, social media platforms, let’s just kinda go through those quick, they are: Facebook.com/


Chuck:                eWebResults


Chris:                  YouTube.com/


Chuck:                eWebResults


Chris:                  Twitter.com/


Chuck:                eWebResults


Chris:                  Instagram.com/


Chuck:                eWebResults


Chris:                  and LinkedIn.com/company/


Chuck:                         eWebResults


Chris:                  All of those are our profiles, please shiko us there appropriately. If you are a PHP genius or a WordPress guru we’re probably looking for you.


Chuck:                         Hit us up.


Chris:                  Go ahead and call us and leave an audio résumé. That phone number is 713-510-7846. You can get a free comprehensive–


Chris & Chuck:           Profit.


Chris:                  Website analysis and you can get one of those by going to our website eWebResults.com and you cannot miss– what color is it?


Chuck:                         The big lime green, eWeb green button.


Chris:                  Yeah. I like eWeb green better than lime green.


Chuck:                Yeah, eWeb green. It’s not lime, it’s actually eWeb green.


Chris:                  I like it and then, let’s see. And that’s it, and I think we– do we have any Cat?


Chuck:                         No Algo Cat today.


Chris:                  There’s no Algo Cat, Algorithm Cataclysm, so we’re gonna jump right into–


Chuck:                         The News.


Chris:                  Let’s do some news. Alright, first off, anybody seen the Microsoft Surface studio computer ad.


Chuck:                         It’s awesome, I want one.


Chris:                  Yeah.


Chuck:                And I’m not even a fan of Windows 10 or Microsoft devices and I want one.


Chris:                           Me too. Yeah, yeah.


Chuck:                         I’m not a fan of none of that, but I want one of those though.


Chris:                  I wanted it by the time they– so the music is one of the songs from Charlie and the Chocolate Factory and right when they were like just showing the intricate designs of the springs involved in this device and that music, I was like, I want one of those. That’s–


Chuck:                         Yeah, that was pretty cool.


Chris:                  That’s what I want. Great video, so go check that out. How many? 10 million views in 7 days.


Chuck:                         Yeah.


Chris:                  Alright, this was interesting–


Chuck:                It looked like it probably cost like– I don’t know what the price–


Chris:                  4 grand.


Chuck:                4 grand? I was going to say 5, so.


Chris:                  Yeah it’s 4 grand. It’s a bargain at 4 grand. 3 members of Apple’s PR team have left for car companies. I thought that was interesting, I didn’t get into more details of that particular article, like what role, you know? How does that make sense? Clearly Apple knows how to do PR so–


Chuck:                         Exactly, there’s a reason for–


Chris:                  If I were a car company I would want to hire them and then– This was really interesting, Ballmer, Steve Ballmer of Microsoft, right? Former Microsoft. He explains that he actually wanted to move into Hardware faster and it was a big like, point of contention between he and Bill Gates. And he had a really interesting statement, it says, when he started there as CEO he didn’t know how to manage Bill Gates, right? And he says, I don’t know that I ever figured out how to manage him and Bill Gates didn’t know how to not be the boss.


Chuck:                         Of course.


Chris:                  Right? I mean that’s– I can imagine– yeah from scratch to Microsoft. That would be pretty tough, but anyway, I thought that was pretty interesting. They would have been into hardware a lot sooner. That’s my news. You’ve got some–?


Chuck:                         I got some more news. I got some more news. So, let’s talk search.


Chris:                  Okay.


Chuck:                Alright so mobile internet usage has surpassed desktop for the first time ever, worldwide.


Chris:                           Wow.


Chuck:                Mobile internet usage right? In October 2016 mobile and tablet devices accounted for 51.3% of internet usage compared to the 48% by desktop. This marks the first time worldwide that mobile internet usage has eclipsed desktop. And that’s just internet usage in general.


Chris:                           That’s not search or yeah yeah.


Chuck:                So that’s not just Facebook and not just search, that’s just data in general being online is happening more on mobile and tablet devices than desktops. Which makes sense because we spend less and less time sitting in front of a computer and more and more time being remote.


Chris:                           Yup.


Chuck:                Let’s talk Facebook.


Chris:                  It took me a while to get used to it and now I’m sitting in front of the TV and on my phone like searching, shopping, whatever.


Chuck:                         I’ll tell you my wife is a master multi-device user.


Chris:                  Right. So she’s got like tablet, phone, TV.


Chuck:                She has– Laptop. All of them going at once! She got the TV going with her favorite game, she’s got her laptop going on Netflix watching whatever, she’s go the tablet going on Hulu watching something else.


Chris:                           Right.


Chuck:                         Got her phone going and she’s social.


Chris:                  Wow.


Chuck:                And she’s actively engaging in all of them.


Chris:                  And then 3 conversations going on on social, right? Whatever is on each of those devices.


Chuck:                She’s a beast at it.


Chris:                  That’s impressive.


Chuck:                Speaking of Facebook, more Facebook news. Facebook now has 1.18 billion, that’s B– billion with a B. Billion daily users.


Chris:                           Wow.


Chuck:                Wanna talk some more billions? Facebook’s advertising revenue once again showed impressive growth reaching 6.8 billion in the third quarter.


Chris:                           Holy smokes! Holy smokes! Wow.


Chuck:                In the third quarter. So that was 6.8 billion for like 3 months worth of advertising.


Chris:                           Wow.


Chuck:                Yeah so.


Chris:                  Doing well.


Chuck:                Yeah Facebook.


Chris:                  They’re doing well.


Chuck:                That’s what’s up.


Chris:                  So that’s all the news?


Chuck:                I can’t even be mad at you but that’s what’s up.


Chris:                  You got any PITFs?


Chuck:                         I do got some PITFs. I got some PITFs and we got a huge PITF sitting in here with us right now and then she’s gonna help us with this other PITF. But right now I want to give a punch in the face to Paul Mee, he hit us up on Twitter. Litterally MEE is his last name, matter of fact his Twitter handle was @IamPaulMee, he says, “Hi @eWebResults just started tuning in to your podcasts, got a bit of a backlog to get through. Great topics, great advice! I will drop a 5 star.”


Chris:                           5 stars!


Chuck:                Hey! We waiting on it.


Chris:                  Yup.


Chuck:                Appreciate you for tuning in.


Chris:                  Guess what we will do with that 5 star?


Chuck:                Yeah, we would turn around and shout you back out. Again.


Chris:                  Well, we’ll read it on air. That’s exactly what we’ll do.


Chuck:                Now this other PITF. This other PITF I need some help with.


Chris:                  Alright.


Chuck:                And so– let you kind of introduce–


Chris:                  Yeah. So this is pretty exciting. We can also give a PITF to Christina Bautista. She is gonna join our team on Tuesday, we are so excited. We ran her through the mill and like interviews. She like, got grilled by everyone, like crazy ball questions like how do you find the heavy ball in a set of these. I mean, a pretty rough time. She made it through and we’re excited to have her join us and I’m gonna read this first before we bring her up. This is a– it’s not really a review, he just posted–


Chuck:                         It’s a PITF!


Chris:                  He posted a PITF for us.


Chuck:                Yeah.


Chris:                           And I’m gonna read it and then sh– her Spanish is probably a little better than mine, so we’re gonna get a proper Spanish translation, so it’s, “Uno de mis recursos favoritos sobre SEO eWebResults en Twitter @eWebResults en YouTube– muy entretenidos y educativos.” Alright Christina, we need your help.


Chuck:                         Yeah.


Chris:                  Come on up here, stand up right here between us. Our mics will grab both of us.


Chuck:                         Yeah.


Chris:                  Say hi to everyone.


Christina:           Hi.


Chris:                  Say hello.


Chuck:                This is Christina.


Chris:                  Say hello to Christina Bautista, by the way David pointed out that when she joins the team on Tuesday, that’s gonna be two CBs, Chris Burres and Christina Bautista, so.


Chuck:                         Another CB.


Chris:                  So that’s gonna be cool. Alright so tell us, what does that say?


Christina:           Basically they like to use you guys. You’re one of their favorite resources, which is good.


Chris:                           A-ha.


Christina:           That’s really good and they like your Twitter and YouTube page also.


Chris:                  Okay cool, cool. And we are–?


Christina:           They’re interested in your– I guess site.


Chris:                  We’re entertaining.


Christina:           Yeah.


Chuck:                         And educational.


Chris:                  And educational. Wow thank you very much. Oh, I didn’t get his name. You got his name right?


Chuck:                         I got his name and that is Antonio Salgado.


Chris:                  Boom! A punch in the face, Antonio.


Chuck:                See, you have to say it that way, Salgado!


Chris:                  Salgado! I like it. That’s good.


Chuck:                Salgado! Yeah.


Chris:                  Good. Alright so say hello and say goodbye.


Christina:           Bye!


Chris:                  You will see her again probably in some regards. Thank you Christina.


Chuck:                         Yeah you will read her later.


Chris:                  Yeah you’ll read her content. She is gonna be creating some awesome content for our clients over the next, I don’t know, 25 years. Oh look at that face. She’s like “sure, I don’t know what you’re talking about.” Alright and then finally the review that I thought we didn’t have. It is of course–


Chris & Chuck:           5 stars!


Chris:                  And this is from Austin Windshields, right?


Chuck:                Austin Windshields, okay.


Chris:                  So I had a good conversation with him this week.


Chuck:                Say man, he sounds like a company.


Chris:                  Yeah. He says, I appreciate all of the hard work that goes in to the podcast! These guys really put a lot of time and effort into the podcast. Good usable info that I have already applied to my website with great results. Easy to understand SEO is hard to come by. Thanks guys.”


Chuck:                         Thanks guys.


Chris:                  Little smiley face, no winkie. Little smiley face. So punch in the face to you.


Chuck:                         To you dude, appreciate it.


Chris:                  Mr. Austin Windshields.


Chuck:                Austin Windshields.


Chris:                  Very cool.


Chuck:                So we’re curious to know what you did. What you tried, how did it work? Hit us up.


Chris:                           Yup.


Chuck:                Give me a link to the site. Well you probably already have it if you talked to him.


Chris:                           Yeah it’s Austin Windshields so it’s yeah. He’s learned a lot from our podcast. Alright so that is the potatoes of the podcast. Time to get into the meat.


Chuck:                         Well, like we said. I wanna give a good punch in the face to Jayson DeMers and the good folks over at Search Engine Land. He posted this article, “8 ways SEO has changed in the past 10 years.” I was like, man, I’ve been doing internet marketing since 2001 and so I was curious to know what 8 ways and why did he only choose 8 and which 8 did he choose ‘cause SEO’s changed tremendously and so, let’s dig right into it.


Matter of fact he starts off by saying, “Few marketing channels have evolved as quickly or as dramatically as search engine optimization. In its infancy, SEO was the shady practice of stuffing keywords, tweaking back-end code and spamming links until you started to rank well. Thankfully, Google stamped out those practices pretty quickly.”


Chris:                           Alright.


Chuck:                         And so, and he said– that’s why he started off with saying “Thankfully, Google stamped out those practices pretty quickly.” And he’s absolutely right. SEO used to be, when it was new, like back then, like when I started–


Chris:                           Yeah, remember how easy it was?


Chuck:                It was like, oh yeah, you could literally–


Chris:                  Add the word 5 times.


Chuck:                And there you go. Put it in your meta keywords and voila! You began to rank for it.


Chris:                           You submitted and the results showed up immediately. Doesn’t happen like that anymore.


Chuck:                         Well, exactly. It don’t happen like that at all. Now, really the big thing about SEO for me is because SEO encompasses everything search. It’s more than just what happens in Google, Yahoo, or Bing. Matter of fact I was talking to a client today and this client was sharing with me that one of their affiliates–


Chris:                           Right.


Chuck:                Got a new marketing company.


Chris:                  And had called it an SEO company.


Chuck:                Called it an SEO company and that’s the point I’m making. This company didn’t do anything but add paid budget and could generate more pay-per-click ads. So, technically this wasn’t an SEO company.


Chris:                           It wasn’t SEO work at all. It was pay-per-click work.


Chuck:                It was PPC work but she called it an SEO company and I think it’s worth noting that that’s the general consensus with most people when they refer to the internet marketing company. They’ll say, “let me talk to my SEO guys” or “talk to my SEO dude” or “I have an SEO company” even though this company may be doing pay-per-click, or email marketing and everything else, so I think that is one of the main ways SEO has changed.


Chris:                           Yup.


Chuck:                Is in regards to how people holistically look at SEO in general.


Chris:                  Yup.


Chuck:                But he highlighted 8 of them, so number 1.


Chris:                  Number 1!


Chuck:                “The rise of content.” Huge. It used to be just about keywords and links.


Chris:                           It used to be like it was the rise of words.


Chuck:                Exactly. Exactly.


Chris:                  Now maybe it went– then it went to like phrases and now it’s actually content.


Chuck:                         He says, “The rise of content,” he said, “There’s the rise in content marketing as part of a successful SEO strategy. Google has steadily refined what it considers to be ‘good’ content over the years, but it was the Panda update in 2011 that served as the death blow to spammy content and keyword stuffing.” And he’s absolutely right. It used to– remember back when we were probably, let’s see. 340– 300 podcasts ago we were saying, what? Keywords, keywords, keywords.


Chris:                           Keywords, keywords, it’s all that mattered yeah.


Chuck:                When was the last time we said that? Been a minute.


Chris:                  No we haven’t yeah.


Chuck:                Yeah, there’s a reason we haven’t said that, because keywords aren’t the focus anymore.


Chris:                           Right.


Chuck:                Content is the focus. Having a more semantic approach to your keywords is more the focus. Now it’s all about, not only content, but the types of content, right? Not just text, but videos, and images, and infographics, and newsletters, and all these other types of content that can be created. The rise of content is what’s important with SEO, not just keywords.


Chris:                           Number 2!


Chuck:                Number 2. “The death of link schemes.” This is a good one. He says, “The simplest explanation is this: any attempt to deliberately influence your ranking with links could qualify as a link scheme.” You remember all of those links schemes? People swapping links, people buy 10 thousand links for 10 bucks, that sort of deal.


Chris:                           I still get clients asking about, “oh should I try this? Should I try that?”


Chuck:                         Don’t go on Fiverr and buy a thousand links.


Chris:                  No.


Chuck:                It’s just not gonna work for you, especially with penguin being part of the core algorithm now. He just–


Chris:                           They will catch you tomorrow.


Chuck:                You don’t want to do that. They will catch you when the link is live.


Chris:                  Yeah.


Chuck:                So you don’t want to do that. So no more swapping links, right? No more paid links, now you have to earn these links. Now you have to literally write good content. Now you have to submit to these directories. Now you have to be relevant and really skilled at guest blogging and doing all of these things necessary to build high quality links ‘cause no more value comes from those paid links and swapping links and things like that. “The death of link schemes,” was number 2. Number 3.


Chris:                           Three!


Chuck:                “The reshaping of local.”


Chris:                  Oh yeah.


Chuck:                Big SEO change. Huge SEO change.


Chris:                           Man in 10 years.


Chuck:                Yeah ‘cause back then SEO–


Chris:                  I remember podcasting about the evolution, right? First it was local business separate than organic, like totally separate and then boom.


Chuck:                         So he goes on to say, “Local searches have become more common– and more location-specific– over the years, mostly thanks to mobile devices.” And he’s right, just consider how Google changed, right? We went from Google Places to Google Local to Google Plus to Google Local Plus and now we’re at Google My Business and so just the local landscape there has changed tremendously.


Chris:                           Dramatically, yeah.


Chuck:                Not to mention he mentioned mobile devices, so let’s talk mobile devices. In regards to local search, we had a huge increase over the last 2 years in “Near Me” searches and things like that. All reshaping how local results are presented. Local changed the game in regards to SEO and as more and more devices we get, the more technologies being used, local will become increasingly more and more the focus.


Chris:                           The way we’ve described it here at our office with our clients and as we’re talking is, Google’s gone hyper local.


Chuck:                         Hyper local.


Chris:                  Right, you can really get– you will get different results from a different Zip Code. Just move one Zip Code over and–


Chuck:                         Yeah, be in Houston.


Chris:                  Yup.


Chuck:                In Houston we got several Zip Codes and depending on which Zip codes you’re in it’s gonna determine the results you see.


Chris:                           Absolutely.


Chuck:                Depending on what you search. Number 4.


Chris:                           Four!


Chuck:                The “SERP overhauls.” Search Engine Results Page overhauls, and we’re talking 8 things that changed with SEO in the last 10 years. Number 4 is the “SERP overhauls.” He says, “I can’t tell you how many times search engine results pages have changed, and not many people could; some of these changes are so small, it’s debatable whether to even count them.” And he’s right, ‘cause there’s been so many changes. Matter of fact, Chris you just alluded to some of them when we were talking local.


Chris:                           Right.


Chuck:                So remember, first there was the 6-pack.


Chris:                  Yup.


Chuck:                Matter of fact it was the 7-pack ‘cause it was A through G.


Chris:                  Right.


Chuck:                Remember that? And then it changed to the 3-pack.


Chris:                  Right.


Chuck:                Then Adwords made some changes, they removed the whole right side, right? Shorten the ads up, then they started changing from yellow links to green links. Then sometimes they were adding in stars and then removing those stars.


Chris:                           Author


Chuck:                Authorship was there, and came and gone with the last 10 years. I forgot all about authorship. So there was a lot of SERP overhauls. The key here is that when these changes happen, ‘cause Google’s always making these changes, you must be abreast of what these changes are.


Chris:                           Right.


Chuck:                Right, if you were doing paid ads and you were low bidding and taking advantage of being in the right column because you were getting decent traffic, well, when they removed the right column, you were forced to make an adjustment.


Chris:                           Yup.


Chuck:                Right if you were maybe getting decent traffic in position E for your local search and then they went to the 3-pack, you had to make some adjustments in order to continue getting traffic. And so the key is, Google will always change the SERPs, Bing is constantly manipulating their SERPs. It’s important to stay abreast of what those changes are, so you can make the right adjustments.


Chris:                           We get prospects who come in and sometimes even clients are like, okay so why is there this monthly fee, don’t you guys just make a change to a website and then that’s it?


Chuck:                         No.


Chris:                  And the answer is twofold, right? So one of them is, if your competition is making changes, the thing that you did in order to get good position and their continuing to do that, they’ll eventually bump you down. So that’s just a fact. And the other is, all of these algorithm and SERP changes that happen, that end up pushing you down because you’re not staying up to date on them, and your competitors are.


Chuck:                         Got to be aware of it.


Chris:                  Yup. Number 5!


Chuck:                Number 5. “The rise of the Knowledge Graph.” Jayson, this was a good one right here.


Chris:                           Yeah.


Chuck:                He says, “The Knowledge Graph attempts to give users direct, concise answers to their queries, often presenting them with a box of information about a general subject and answer straightforward to their query.” He’s right, Knowledge Graph is great.


Chris:                           Yup.


Chuck:                Knowledge Graph works wonders for the user. Knowledge Graph is a breath of fresh air when you’re looking for something really really quickly and you don’t have time to search. That Knowledge Graph box, especially if it happens to talk back to you because you did a voice search, it’s even better.


Chris:                           Yeah.


Chuck:                That’s from the user perspective. As an agency, or you as a client or someone who’s managing your website, Knowledge Graph kinda sucks because now these people don’t have to click to get to your website. The answers are put right in front of them.


Chris:                           Yeah.


Chuck:                And so you do all of this content writing and all this optimization.


Chris:                  To get good placement.


Chuck:                So when somebody searches for an answer, so they can click your site to find it and Google says, you know what? You do have the best answer, so we’re just going to pull that content from your site and just say it.


Chris:                           So now they’ve said it, so the user doesn’t visit your site.


Chuck:                The user doesn’t have to click, the user doesn’t have to search anymore, the user doesn’t have to scroll.


Chris:                  And that’s kinda best case scenario, right? Worst case is that they choose somebody else, right? So they get up in the Knowledge Graph.


Chuck:                         Yeah.


Chris:                  People get the information without even having to click through to the webpages and it’s not even your information, so.


Chuck:                         And just consider this, the Knowledge Graph is only gonna get bigger, it’s continually growing, right? They added Health answers to like the top 250 questions. They added the top 150 sounds animals make.


Chris:                           Right.


Chuck:                         So you can go to Google and search you know, what sounds does a cow make and your Knowledge Graph response will say “Moo.”


Chris:                           I was wondering.


Chuck:                That was a good one?


Chris:                  That was good.


Chuck:                And so the point is, like with Knowledge Graph being as focused as it is and continuously growing, you want to make sure that your site is ranking. That you do have information because for that random person who happens to not get the answer they want in the Knowledge Graph, the will scroll. You want to take advantage of that.


Chris:                           Yup.


Chuck:                Number 6.


Chris:                  Six!


Chuck:                “Mobile prioritization.” Talking SEO changes.


Chris:                  Right, right.


Chuck:                The focus on making mobile the priority was huge in the last couple years. He goes on to saying–


Chris:                  And continues to be, right?


Chuck:                We just said that mobile eclipsed internet usage entirely so matter of fact he says, “Optimizing for mobile has become not only common, but downright required these days, in no small part due to Google’s continuing and escalating insistence.” He’s right. Google is pushing mobile, why? Because most of their users are on mobile devices, and they want the user to have a great experience and so they’re pushing SEOs to be more mobile friendly.


Chris:                           Right.


Chuck:                Oh, what does that mean? That means be mobile friendly, that means have fast pages, that means make the site and content easy to absorb on a mobile device, that means you know, make it on tablets and make your site responsive.


Chris:                           Right.


Chuck:                Right and things like that because it’s important. You don’t want people to have to pinch and zoom and struggle to read your content on a mobile device ‘cause if they do, then frankly Google’s probably not gonna show it anyway.


Chris:                           Right.


Chuck:                So you need your site to be mobile friendly. Page speed is important and things like that because the focus is on mobile. Seems like the more people go mobile, the less patience they have.


Chris:                           Yeah.


Chuck:                Ironically you know, I need this to happen immediately.


Chris:                  Yeah.


Chuck:                And so, yeah if your site’s slow, you’re not focusing on mobile, you’re probably missing out.


Chris:                           And it’s– what is it? AMP that– mobile–


Chuck:                It’s Accelerated Mobile Pages yup. I mean so, Google’s rolling them out, Facebook has them, and these are– and they’re growing, right? So at first the AMP pages for example, just needed to be really content pages that were stripped down of all of the background images and coding and it’s really just kind of plain text, right? But now they’ve got a way you can embed forms, you can add media into these AMP pages, and still rank really really fast and the page performs really really quickly.


Chris:                           Yup.


Chuck:                So it’s just going to continue to grow. Matter of fact they’ve got a new thing called Advanced– AWAs. Heard of those?


Chris:                           I have not.


Chuck:                Advanced Web Apps and this is a concept coming on where people are creating these apps that work across desktops, tablets, and mobile devices, and so there’s really no need to create a responsive website or to create an app. Instead you create your Advanced Web App that acts as your site and your app and when you see people like Microsoft and Windows making those changes using apps for software and things like that, it’s just a matter of time before that’s the new standard. Real talk. Number 7.


Chris:                           Seven!


Chuck:                “The death of keywords.”We were just talking about, we don’t say keywords, keywords, keywords anymore. He says, “Panda and Penguin killed off the practice of keyword stuffing, but a smaller, more curious update in 2013 spelled the ‘soft’ death of keyword optimization altogether. Hummingbird is the name of that update that introduced semantic search.” And he’s absolutely right. We used to have to find out some keywords, figure out how much they were searched and then write content revolving those keywords, right? You want to get the right density, you wanna have the keywords in this content enough times, in you meta, in your title and throughout your text, but now that’s really not as important as it once was. Still need to do it, kinda still falls on our checklist of basic SEO.


Chris:                           I wouldn’t call it the death of keywords, for sure.


Chuck:                It’s definitely– probably more the growth of keywords because now it’s really about semantic search.


Chris:                           Yeah, the expansion, yeah.


Chuck:                Yeah, it’s really about semantic search. It’s really about what does the searcher mean? When they’re looking for this. What’s the intent, right? So if the Google feels like they’re meaning– they’re looking to buy something even though they didn’t use the words “buy,” “sell,” “purchase,” if the intent is to buy, then they will see results where they can buy and that’s an algorithm update thanks to Hummingbird.


Chris:                           Right.


Chuck:                And so the key is making sure that your content is not focused on keywords, keywords, keywords but more focused on search intent and what the searcher’s meaning and the possibilities of what they could be looking for because that’s what the Hummingbird update was specifically targeting. Number 8.


Chris:                           Eight!


Chuck:                         This is the last one. “Update pacing and impact.” And so he’s talking about the update and the impact of all of the changes that have been happening throughout SEO. Matter of fact he says, “In the few years following Panda — Google stressed search optimizers out by releasing seemingly random, major updates to its search algorithm that fundamentally changed how rankings were calculated.” Right, what does all that mean? That means Google went down the path where they released Panda, they released Penguin, they released Hummingbird, they released Caffeine, they released all of these different algorithm updates kinda randomly. They had a huge impact and so we had to stop what you’re doing and go fix whatever it was because you didn’t want to be penalized by whatever the update was.


Now they’ve changed, right? There aren’t anymore random major rollouts. Panda is part of the core algorithm now. Penguin is part of the core algorithm now. Hummingbird is part of the core algorithm now and so now you don’t have to wait on a huge change. All of these things are happening daily. They’re happening all the time, they’re happening more consistently, they’re happening gradually and so it was just up to you, up to us, up to your webmaster, whosever is managing your website to just be up to date with these things. To constantly make sure your link profile is up to date because Panda– Penguin is always running.


Chris:                           Right.


Chuck:                To make sure that your content is relevant. To make sure that it fits your site. To make sure it has the right word count and has value because Panda is constantly rolling and so you wanna make sure that you have all of these things in place because Google has reduced the amount of updates and impact that they’re doing.


In his final thoughts he says, “Understanding where SEO has come from and where SEO stands today will help you become a better online marketer.” Duh! He’s absolutely right, you must stay up to date with everything that’s happening because if you don’t, you will get left behind. But you could’ve started off saying the reason people ask about the monthly fee is to stay up to date.


Chris:                           Yup.


Chuck:                It’s to make sure you’re not penalized by any search engine algorithm update. It’s to make sure that your ranking isn’t dropping. It’s to make sure that your site is converting. That’s why you have to keep doing it. So punch in the face to you man, Jayson DeMers. “8 ways SEO has changed in the past 10 years.” Great article. I can dig it.


Chris:                  Great stuff. Do we have any What News?


Chuck:                No, I don’t have any What News. My only What News was, well go get–


Chris:                  Go Cubs. They’ve– 108 years of no victories and boom they– and then we got a guy DG here in our office, he’s a Cubs– from Chicago.


Chuck:                Chicagoan


Chris:                  Yeah, he was like thrilled, like, it was like some–


Chuck:                Go vote. That’s my Blank Stare News.


Chris:                  Yeah, go vote.


Chuck:                Go vote like if you don’t have a favorite in the party, that’s okay. I guarantee you somebody on your ballot for the local area you live in needs your vote. Like some local government, some local judge, some local politician, some local bond, some school is passing something. There’s more that just the presidents on this ballot.


Chris:                  Yup.


Chuck:                So just go vote.


Chris:                  Go vote. Alright so if you like this podcast, you could do us a very small favor and in fact if you’re on Facebook Live right now, it’d be a great opportunity. Just go ahead and share this podcast with 3 people, just 3 people.


Chuck:                Right now, just hit the share, tag 3 people. I don’t care if you do it on Facebook, you do this on Twitter, however you’re watching and engaging this podcast right now. Share.


Chris:                  Take that time. We appreciate it. 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 profit and revenue in your business. Our phone number is 713-592-6724. If you have a referral, that’s somebody who’s interested in internet marketing, they’re websites, social media–


Chuck:                Email marketing.


Chris:                  Email marketing–


Chuck:                Pay-per-click management.


Chris:                  SEO, which is always changing.


Chuck:                Website design.


Chris:                  Go ahead and send them to us. They pay their bill we pay you. We have a great referral program in place. I am part of a local, in Houston, networking group called UP Social Network and we are doing something pretty phenomenal, you think it’s pretty phenomenal?


Chuck:                I don’t even think you’re excited enough. We’re doing something amazingly phenomenal. Massively phenomenal. I’m about to make up a word.


Chris:                  Alright! Phenomenalisma!


Chuck:                Yeah.


Chris:                  So this is what it is, we’re actually gonna go for a Guinness World Record, right?


Chuck:                Boom!


Chris:                  Boom! So this is the most number of TV interviews in a 24 hours period. 24 hour period. Yes I’m going to stay awake for 24 hours, so is my co-host, Nolan Davis and anyone else I can sucker into joining us.


Chuck:                I’ve been suckered.


Chris:                  Yes we need coffee sponsors, so if you happen to be a Starbucks or something, we definitely need a coffee sponsor for this Guinness Book World Record attempt.


Chuck:                I prefer the Grande White Chocolate Moka.


Chris:                  Yeah, White Chocolate Moka.


Chuck:                Just throwing that out there.


Chris:                  So you can drop those off hourly starting at– let’s see, we’re doing noon to noon, so if you drop them off hourly from midnight. I think that would probably be a good– that’ll work well, we’re actually gonna have a DJ at night. I don’t know if you knew that, so that’s gonna be pretty cool.


So what we’re going to do is interview 300 businesses. Most of them will be in the Houston area, they don’t have to be, and you may be wondering how you can participate. It’s actually pretty easy, Google this, you’re gonna Google “Kickstarter UP Social Network.” There will be a Kickstarter profile– campaign, whatever it’s called. Go there, watch the video, it’s fun, it’s interesting and you can participate. It’s $350 to participate– actually it’s $250 to Skype in, $350 to show up, and you will get a video of your participation, a branded video of your participation in that event that you can share. Imagine having–


Chuck:                Not to mention, don’t glaze over the fact that you’re also– you’re interview is included in the Guinness World–


Chris:                  Yes!


Chuck:                Included in their records.


Chris:                  So let’s just ask this–


Chuck:                There’s value there.


Chris:                  How many people have ever participated in a Guinness World Record? Ask that of anyone you know, the answer will be no. If you participate in this, the answer will now be yes.


Chuck:                For you.


Chris:                  For you and imagine having your business associated with that stream. It’s gonna be a 24 hour stream. We’re actually thinking we’re gonna get about 5 hundred thousand views. Think about it. Each person who gets on is gonna share it with their network. So that’s 300 people sharing their interview on their network and you’re associated with the overall stream. It’s gonna be amazing, so again, just–


Chuck:                Totally worth it. It’s totally worth it.


Chris:                  Go Google “Kickstarter UP Social Network” and make sure you participate at that $250 or $350 level. I think we’re down to like 8 days or something of getting that Kickstarter funded. And then we’ve got Plan B anyway. So it’s gonna happen. Just go ahead and support that Kickstarter campaign. After that, if you’re in Houston, UP Social Network, make sure you join that Guinness, you’re gonna be able to join us at UP Social Network regularly. It’s a pretty amazing and different organization.


And after that really it’s time to say goodbye from the podcast. So we were filmed live here in Houston, Texas at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. You can get a transcript of the podcast, a video of the podcast, audio of the podcast and just in general, kinda check out our website by going to eWebResults.com.


Chuck:                Yup.


Chris:                  You guys have made us the most popular internet marketing podcast on iTunes, in the known universe.


Chuck:                You, you and you right there, appreciate y’all watching live, thank you so much.


Chris:                  Absolutely. Thank you guys for tuning in. Until the next podcast, my name is Chris Burres.


Chuck:                Charles Lewis.


Chris:                  Bye bye for now.

Tip from Best SEO Podcast 346 – Instead of Choosing Keywords, Select Keyword Concepts

Best SEO Podcast 346 Tip