#SEOPodcast292 – Common, Simple Missed Opportunities in Optimizing Content

Common, Simple Missed Opportunities in Optimizing Content

Could you benefit from learning some Common, Simple Missed Opportunities in Optimizing Content? Chris and Charles talk about common, simple missed opportunities in optimizing content in #SEOPodcast292 on Podomatic and YouTube.




So, I was on a website looking at IPv4. You go into the comments, and some guy — this is, like, two years ago — had said, “There are 2 billion IP addresses in IPv4. Why would we ever need more than that? This is all ridiculous.” Well, now we’ve ran out. We’re talking, how do you not get it? Yes, two years ago, we probably wouldn’t have thought this, but our sneakers will probably have IP addresses.


Chuck:             Well, even on a more realistic approach, that’s happening now. If you’re in a smart home, dude, your AC has IP. Your refrigerator has an IP. All of these things that you can control remotely —


Chris:               Your cameras have IPs.


Chuck:             Yeah. Everything is online.


Chris:               Now a lot of those maybe hidden behind —


Chuck:             Or shared or some sort of —


Chris:               — behind an app, right? But they have them. If you’re going to go out into the world not behind your network then you need an IP address. So, yeah, it’s pretty obvious that we’re going to need more.


Chuck:             So, the new ones, aren’t those a combination of alphanumeric?


Chris:               Yes.


Chuck:             Okay. I thought so. That’s how you can get to — what’s the number, decillion?


Chris:               Undecillion.


Chuck:             Undecillion.


Chris:               So, the days of, hey —


Chuck:             [0:11:17] [Indiscernible] undecillion.


Chris:               Extra decillion. Is that one extra? So, the days of being on the phone and, like, “Hey, I know I sent you it, but let’s just read it back to me, so that we can confirm we’re using the right IP address because you’re —


Chuck:             The 192.254.blah-blah is out the window.


Chris:               Twenty six letters.


Chuck:             Yeah. It’s, like, supercalifragilisticexpiali —


Chris:               “How can I get it to you? What’s your phone number? I’ll text it to you or something.” Very interesting. In fact, you could probably get into a niche of “I’m the fastest IPv6-typer on the planet.


All right, next. I think that this is interesting. Game actors going on strike. You know there are actors for all of these video games, PS3 whatever, whatever the video game is. They do voiceovers and then they also put the tennis balls on and then they’ll do that.


Chuck:             Yeah. They do things.


Chris:               So, one of the things they’re looking for is to get increase pay, stunt pay for scenes where they need to scream. You’re in some war game, and you’ve got to scream. They want stunt pay.


Chuck:             Really?


Chris:               They also want a two-hour limit on that type of stuff. Now, you’re a rapper. You’ve gone hours, talking, rapping, whatever, and you can end up hoarse. You could probably appreciate two hours of screaming for a video game. You probably can’t work the next day, or you’re right on the edge. It sounds hokey.


Chuck:             It does but then at the same time, I’m, like, when I go hoarse after doing that, it’s because I’ve done 12 different songs. How many different screams?


Chris:               Right. I guess it’s part of “Follow me! Here we come!” You can scream for two hours, I guess. Here’s your script. “Attack! The zombies are coming!”


Chuck:             Then they switch games. We need you on this game as well, a sports game. “Whoo!” Some screams instead of cheering screams. Now you’re on a fight game. Now you’ve got a whole set of fighting screams. Maybe from that perspective, yeah, you could be screaming for two hours, easy.


Chris:               Hey, I thought this was cool. I went to a —


Chuck:             Personally, I would just ask for royalties, just take a percentage off of the game’s sales.


Chris:               Actually, that’s one of the things that they’re going after too which is if a game hits 2 million in sales or something, or every million in sales, they get some sort of bonus, which is — that’s reasonable, I guess. It seems to me that if I’m funding this and I just want a voice —


Chuck:             Yeah, I’ll pay for that voice.


Chris:               — a voice. Why should you get more because I marketed it geniusly, and I created the game geniusly?


Chuck:             Yeah. I totally agree, just depends on that voice, depending on the voice.


Chris:               I thought this was cool. I was going to a networking event last night. My business coach was going to meet me there. I sent him a text, saying, “Hey, there’s a pothole“ because he’s one of the brand new Teslas, right? As we were leaving, I was, like, “Did you see that pothole?” He goes, “Oh, yeah. I did. I was going a little slow. I set my car to raise up.” I was, like, “Really? I didn’t know the Tesla — so, they raise up. Not only that, they remember the spot so when you go over it again —


Chuck:             It will say, “Hold on. You’ve got to raise up right here.”


Chris:               — it raises up and then goes back — oh, I was, like, “Okay.”


Chuck:             Yeah. When your car costs that much money, it should do that.


Chris:               It should raise up. Yeah. It should even pull up a little skirt or something.


Chuck:             Yeah, got to lay a jacket down. We can cross this pothole the right way.


Chris:               This one was awesome. Somebody was putting together a show, how you can build social credibility online. The business was called Freaking Awesome Karaoke Express which has an anorym — is that right?




Chuck:             Acronym.


Chris:               Acronym of FAKE. So, they made a fake business and then they went out and purchased likes for Facebook, reviews, whatever. Now, we give Yelp a hard time all the time.


Chuck:             Right away.


Chris:               The only review site that kept them off of their front page —


Chuck:             Was Yelp.


Chris:               — was Yelp.


Chuck:             Makes sense. If I’m up there, man, no.


Chris:               We give them such a hard time. You know what? They’re doing some things right, got to say that. You’ve got any news or anything?


Chuck:             Yeah. I’ve got a little news. I’ve got a little news. A few months ago, we reported breaking records for Instagram. We reported 300 million —


Chris:               300 million.


Chuck:             — active users.


Chris:               Wow.


Chuck:             They hit, literally, nine months later, they’ve just hit 400 million monthly active users. Dig this. 75% of them live outside the United States. Instagram’s 400 million users are publishing a collective of 80 million photos per day.


Chris:               Jeez! That’s insane, right?


Chuck:             That’s a lot of data.


Chris:               Yeah.


Chuck:             Eighty million photos a day, that’s all we’re getting.


Chris:               Remember you used to whine because your camera can’t hold ten or 20 — I’ve got to delete one before I can take another one. And they’re storing all of that.


Chuck:             Yeah. So, yeah, I thought that was pretty cool. Yeah. That was my news right there.


Chris:               Cool.


Chuck:             I’ve got a couple of PITFs.


Chris:               All right. Let’s do a PITF.


Chuck:             Punch in the face, man. This punch in the face goes to @kellyculture.


Chris:               That’s a good thing, by the way.


Chuck:             That’s a good thing. Punch in the face is a great thing. @kellyculture, she hit us up. She says, “@ewebstyle, auto play on a website’s audio, that’s a douche move, so true, one of my biggest pet peeves. @bestseopodcast.” Punch in the face to you, Kelly. It’s a douche move for us as well.


She’s responding to last podcast where we talked about people auto-playing audio. It’s cool to auto play video because when they hear the sound and there’s a visual, it makes sense. But when you auto play audio and people can’t find the pause, can’t find a way to turn it off, it’s just really, really annoying.


Chris:               We do need to fix that one website of ours that I was looking at earlier where the audio — when the video plays, it’s big and prominent, and it was pretty loud.


Chuck:             Oh, yeah. We’ll check on it.


Chris:               We’ll get that one fixed.


Chuck:             My other one is onto Hostworks. She hit us up on Twitter, @hostworks. She says, “Hey, @ewebstyle, I love your podcast.” Well, punch in the face to you. Thank you for tuning in, appreciate it.


Chris:               Host does work.


Chuck:             Those are my PITFs.


Chris:               Cool. All right. I was getting sad. I was, like, “All right, get the tattoo guy lined up,” because we didn’t have one here, here and here, and definitely didn’t have one on Stitcher, which you could go, leave a review over there. Maybe you can make it five stars.


All right. This one is very helpful and entertaining, and it is five stars by C. Paisley from the United States, September 1st, 2015. It says, “Thanks to these guys for taking the time to write this free info to help businesses with Internet Marketing. Enjoy listening to the shows.” PITF Mr. C. Paisley.


Chuck:             C. Paisley, punch in the face to you, dude.


Chris:               Boom. Boom.


Chuck:             Appreciate you. Thank you for tuning in.


Chris:               Paisley, by the way, is my mom’s favorite print.


Chuck:             Okay.


Chris:               I’m just going to throw that out there.


Chuck:             Yeah. It makes sense.


Chris:               For her generation. All right.


Chuck:             Not only her but everybody that she was friends with.


Chris:               Yeah, loves the paisley. All right. That is the potatoes of our podcast. Time to get into the meat.


Chuck:             Like Chris said earlier, big punch in the face to Janet Miller and the good people over at Search Engine Land. She posted this article, the Eight Most Common but Simple Missed Opportunities in Optimizing Content. I thought this was a great article because lately, we’ve been finding ourselves, we’re optimizing and doing a lot more SEO cleanup for a lot of newer clients because most clients now have had some experience with it.


Whereas a couple of years ago, we were getting people who were brand new, no SEO done, brand new site, so we had to start from the ground, up. Now we’re getting people who have had some SEO done and so we’re having to go back and fix some things or start over, depending on the situation.


I thought this article really addresses that issue, some of the most common but simple missed opportunities. She says opportunities. She didn’t say mistakes. She said missed opportunities in regards to optimizing content. So, let’s dig right in.


Number one, she says, “Poorly written or duplicated page titles.” Oh, my God, Janet, you’re so right on this one. Yeah. So many sites I see that have duplicate page titles. They just did it on a spreadsheet, copied and dragged this down for all 30 pages, and that’s what their page title was.


Take advantage. As a matter of fact, she says, “The title tag’s most important role, however, isn’t SEO rankings. It is what it offers after you get the ranking.” She’s absolutely right. What she’s really saying is that that title is that important that it drives the click.




You want to have your keyword in there because it is important for SEO ranking, but it’s really what happens after that click is what she’s referring to. Depending on how you worded that title is going to determine if they indeed click or not. So, it’s key to important that title is — that sucks.


Chris:               We’re just pausing here because the Ustream just stopped recording. Okay.


Chuck:             So, those poorly written duplicate page titles are a problem. We’ll give you some info. If you’re going to do your page title — and you should — stay around 55 characters. Google says —


Chris:               Not 55 words.


Chuck:             Not 55 words, 55 characters. You understand that they’re usually going to show between 50 and 60, so 55 is that magic number there. Most importantly, have one keyword in that title. Do not try to optimize this page for more than one, unless there are certain situations when that’s necessary. But most of the time, go after your primary word for that particular page.


Then I would say this. If Local is part of their business then tag your location at the end. So, you really want to have a title that has your main keyword, maybe a short location identifier and then, depending on the size of your company and the need for branding or not, maybe your pipeman has your company name at the end, if that doesn’t exceed your character limit, just depends.


Your company name is not that important from a search perspective. People need to understand that. They feel it’s necessary that my name is right there. No. It’s not because your name is all over your site. It’s on your logos and your content. It’s on all your branding.


Chris:               More importantly, it’s probably not on anyone else’s site, all over their site. So, if somebody searches for your name, Google is going to show the most relevant site which will be —


Chuck:             Which is yours.


Chris:               — yours.


Chuck:             Exactly. So, yeah, don’t have any poorly written or duplicated page titles. That’s just a big no-no.


Number two, she says, “Poorly written meta descriptions.” She’s right. This is a missed opportunity. She goes onto say, “In addition to containing some keywords to help with bolding and visibility, the meta description should be a sales piece. Why should the searcher click on this result? Sell it.”


Oh, my God, Janet, ding, ding ding. We’ve been preaching this for the past 4, 5, 6 years that the SERP — hey, man, you said that a few minutes ago — the SERP page is the first opportunity to sell. So, I’ll take it a step further, especially for my people out there doing pay-per-click. Dude, find your most successful ad, whichever ad is converting the best because this is likely written in the same fashion. You tend to have those same keywords in the ad for that same reason. So that it can be bolded. So it can be a little bit more visible. If that ad is converting well, take that ad text and use that as your meta description. Take that ad text and use that as your meta description.


Chris:   That’s a pro tip.

AUTHOR: Jay Gaura
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