You get traffic, but are you converting that traffic into subscribers? Chris and Charles cover 7 pieces to the subscriber puzzle in this week’s SEO Podcast 381.
In the Potatoes:
- Facebook and Google’s stance on net neutrality
- Spoil your friend’s movies and shows with a new spoiler service
- Photobucket now charges you hundreds of dollars for your photos
This week’s article is “7 Ways to Convert Website Visitors into Subscribers” by Amanda DiSilvestro over at Search Engine Journal.
2017-07–07 Podcast 381
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 Strategist.
Chris: Welcome back to another fun-filled edition of our podcast, this is podcast number–
Chris: 381. As always we do have a tip from our previous podcast and that tip is, “Make sure social sharing is prominent.”
Chuck: Look if you spent all this time creating a blog post, writing this great content, make sure that it’s easy for people to share. Facebook sharing icons, Digg it sharing icons, Reddit sharing icons, Twitter sharing icons, should be at the very least below that post, preferably above and below it.
Chris: Subscribe and follow, boom! Please remember– well first, we are filmed live here in Houston, Texas, and 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: Do not be a douche.
Chuck: It is not a good look.
Chris: Hey, I gotta jump into a review, a really hot review. It says, “I love this show! Very informative & entertaining.” And it is–
Chris & Chuck: 5 stars!
Chris: It says Pasty Frog– so that’s who wrote the review.
Chuck: Pasty Frog.
Chris: Pasty Frog, yeah.
Chris: From the US. It says, “I’ve been in the SEO field for 10 years and an agency owner for four of them. The podcast is great because they cover the latest topics and updates in the field, while also bringing humor and insights. I find myself using Evernote to save some of the best nuggets for follow-up actions.”
Chuck: Using Evernote right now, right?
Chris: Yeah, yeah. Well I switched to OneNote.
Chris: Yeah, I switched to OneNote. I was using Evernote for our podcast notes, so Evernote’s a good product. Punch in the face to you Pasty Frog.
Chuck: Pasty Frog, what agency are you with? I’d love to know.
Chris: Probably Pasty Frog. I mean it doesn’t have it there, but we could probably Google it and find it. So punch in the face to you Pasty Frog, that’s pretty awesome. Speaking of awesome, we have an article for you today, that article is:
Chuck: Yeah, I wanna give a huge punch in the face to Amanda DiSilvestro and the good folks over at Search Engine Journal, she posted this article, “7 ways to convert website visitors into subscribers.”
Chuck: So we’ll talk about really increasing conversions on your website today.
Chris: Conversions are important.
Chuck: Yes, they are.
Chris: If you’re in a position to, you have some sort of electronic device, what we’re gonna ask you to do is tweet now and–
Chuck: Yeah, tweet us at @eWebResults and at @BestSEOPodcast, this is number 381.
Chuck: Use the Hashtag #SEOPodcast and that way we can follow you back and do all of our social networking things, and I’ll tell you what, if you’re really getting some value out of this podcast, not only tweet it but tag three people, right? Tag three people who could benefit from the content that we’re about to put out.
Chris: Absolutely. If this is your first time listening to the podcast, here’s the agenda. First, howdy. The agenda is: we’re covering the potatoes of the podcast, we’ll get into the meat here shortly. If you’ve listened to this podcast before then you understand why I have a– wait no. I don’t have a tear tattoo.
Chuck: I was gonna say–
Chris: You understand that we’re about– or why we’re about to actually cover how you leave us a review.
Chris: We run a contest every single week: if we get 10 shikos–
Chuck: A shiko is an eWeb branded term for social engagement. It stands for shares, likes and follows. Shiko.
Chris: If we get 10 of those and a review, then we don’t tell you how to leave us a review. We did not get 10 shikos on any one of our platforms.
Chuck: Yeah, I only– I saw about 7 follows and I haven’t followed y’all back yet, I will do that.
Chris: Yup. So what we will do, is tell you how you can leave us review. This will make sure that we at least get that portion taken care of. We’ve made it really easy for you to leave us a review, the fist one has three steps: go onto iTunes, create an account, write a review. Hopefully you’ll make that review…
Chris & Chuck: 5 stars!
Chris: Next go onto Stitcher. We’ve made it easy to get to Stitcher ‘cause we did eWebResults.com/
Chris: Stitcher. That will take you to our Stitcher page, hit the four stars and boom, we’re off and running.
Chuck: It’s called an educated guess.
Chris: Yes! Next is our G+ or Google My Business account. You know it’s so hard to– like all the characters, all the numbers.
Chuck: Yeah, plus.Google.com/account/SupercalifragelisticCowJumpedOverThe
Chris: Yeah. Hopefully you’re not typing this. Yeah, that’s not it. We’ve actually made it easy for you. It’s eWebResults.com/
Chris: or /
Chuck: Google+ that’s a + symbol.
Chris: or /
Chris: or /
Chris: All of those will take you to our Google My business– actually it’ll be like a search engine result page and then an actually pop-up where you can leave us that review. Hopefully you’ll make that review–
Chris & Chuck: 5 stars!
Chris: And then finally, this is a new one: it’s our Yelp account and you can actually go leave us a review at our Yelp account. We’ve made it incredibly easy, eWebResults.com/
Chris: Also correct! Ding Ding Ding! So you’ve got all of those ways to leave us a review, and then of course there’s ways that you can give us shikos. Again a shiko is a share , like or follow on all the platforms, those are things like: Facebook.com/
Chris: And LinkedIn.com/Company/
Chris: All of those will take you to our profiles on those platforms, please do the needful: like, share, follow.
Chuck: Follow, retweet, subscribe, all of the above.
Chris: All the good stuff. If you’re a PHP genius–
Chuck: Comment is what you can there.
Chris: Comment would be best.
Chuck: We want some engagement, comment.
Chris: Ask a question, right? Ask a question. Try and stump the Top Position Snatchers, see if you can do that. Alright, so if you’re a PHP genius or a WordPress guru, we’re probably looking for you. Go ahead and leave an audio résumé 713-510-7846. If you would like a free comprehensive website profit analysis, you can go to our website eWebResults.com and you can click the green button that’s there, and then you fill out the form and we’ll get that comprehensive website profit analysis. Do we have any Algo Cat? I don’t think we have Algo Cat.
Chuck: No Algo Cat today.
Chris: Alright, so let’s talk a little bit of news. I just got something, a couple pieces. Facebook and Google are going to participate in the Net Neutrality Protest – apparently the protest is around the corner – and they’re both in favor of net neutrality so yeah.
Chuck: They should. They are the two companies making the most money off the internet right now, and so I would– if I’m them I’m totally participating.
Chris: Yeah, we want net neutrality, we don’t want you– and it’s already– I don’t know if the right word is being violated, but the concept is already being broken with mobile devices. So like when a T-Mobile gives no data charge if you’re getting their information or getting their music or whatever, that’s against the concept of net neutrality. Everybody should be paying the same for all access to all data. I’m in favor of that as well.
Chuck: Interesting. So let me ask you this, ‘cause one of the best rappers ever in my opinion and one of my Top 3 is only Sean Carter AKA JAY-Z.
Chris: Okay, right.
Chuck: Right? So when JAY-Z made the huge deal with TIDAL and Sprint.
Chuck: Right? His latest album 444 was exclusive to Sprint users through TIDAL, right?
Chuck: And it didn’t– they were able to get the access to download it and listen to it before anybody else did. What that sort of situation being Sprint providing the data network, the device and TIDAL being the content, that wouldn’t fall under a net neutrality agreement?
Chris: No, unless they said, “Look,–” so here’s where it would kinda–
Chuck: Let’s say you could only get it if you’re using Sprint Data.
Chris: No, that’s okay too actually, ‘cause it’s really their network.
Chris: The challenge is if they said, “Look, if you wanna download JAY-Z’s song it’s free,” right? It doesn’t count against your data, therefore it’s free, right?
Chuck: But if you wanted to download Chuck’s song, you gotta–
Chris: If you wanted to download anyone else’s song, it costs you money, and that’s the exact– you’re the perfect example. That’s where Chuck can’t afford to pay T-mobile or whomever, Verizon, whatever. He needs to– JAY-Z can. So that puts the small guy at a disadvantage, right? So it’s pretty cool to see that both Facebook and Google are against that. That’s that issue.
Chuck: Yeah, alright. I could dig it.
Chris: Alright next, there is a service that you would actually subscribe your buddy to it, that would text them spoiler alerts– spoilers! Not alerts.
Chuck: So like I’m watching Empire and it’s like, “Lucious got killed.” Arg! I’d like throw my phone, “Who sent this to me, dude?” You know what I am saying?
Chris: It’s hilarious.
Chris: The good news is it’s actually not working very well.
Chuck: Okay, good.
Chris: But man, you have to be one vindictive– like that’s like–
Chuck: Man! Just text people spoilers, like I know Chris is watching Steven Colbert’s show.
Chris: Yeah, yeah.
Chuck: He watches Colbert and yeah about to send you Steven’s punchline.
Chris: Steven’s yeah. That is wrong, that’s like one of– that’s way up there with all of the worst possible services, and there are really bad services.
Chuck: Yeah. Spoiling the show, that’s horrible.
Chris: Yeah, yeah.
Chuck: Like movie alert.
Chris: It’s hilarious.
Chuck: You tag people. Oh, they checked in at the movies? Yeah, he’s gonna get shot at the end.
Chris: Yeah, he’s not gonna make it. My bad. You should just–
Chuck: Not even my bad, I did that to you on purpose.
Chris: Go to the next one, I’ll tell you what’s gonna happen there.
Chuck: Don’t check in, exactly.
Chris: And then finally, Photobucket. So Photobucket is a place you can leave photos–
Chuck: Man, they still exist?
Chris: They still exist and they just screwed almost all of their users. So they went from a free ad-driven– right?
Chuck: Yeah, I used to use Photobucket back in MySpace days.
Chuck: Like in order to configure your MySpace page, customize it, you were uploading graphics to Photobucket.
Chris: Yeah, you put the graphics there and then they got displayed on MySpace and then it was somehow ad-driven. So they got rid of the ad-driven model.
Chuck: Oh, so now it’s gated now.
Chris: Yeah. So literally they sent, “Hey, our policy has changed,” and then like 4,000 words into the policy it says, “There are no more free accounts.” They’re gonna be $399! $399 for the year! Or $299 I can’t remember which.
Chuck: And you can’t move your old photos.
Chris: Yeah, so they didn’t tell anyone other than the fact that it’s buried in this big contract and boom. So all these people on eBay like, “You screwed my shopping cart.”
Chuck: Yeah, ‘cause all my images are linking from there.
Chris: Yeah. This is bad, bad.
Chuck: Oh Photobucket.
Chris: Kick in the shins to them.
Chuck: Well you know, they probably realized–
Chris: We should’ve done– that should be like What News. Yeah.
Chuck: They just realized, had they told everybody, people would’ve just downloaded all their images and moved all the next profile.
Chris: Moved on, yeah, to the next free one. Yeah.
Chuck: Some of those people– even if a small percentage of them pays that just to get access to their photos, they’ll probably come up.
Chris: Make good money, yeah.
Chris: Yeah, absolutely.
Chuck: Which sucks by the way, but they’ll probably–
Chris: Yeah, they really don’t deserve a penny of that.
Chris: And then one last really short review, this is from Carlton Smith, Flagstone Search Marketing in Birmingham, Alabama. It just says, “Roll Tide, y’all.”
Chuck: Roll Tide?
Chris: I think out of Alabama, there’s no better compliment like “Roll tide, y’all.”
Chris: It’s also tied to the sports team that I feel you’re struggling with.
Chuck: I get it, I’m gonna respect– Yeah! You know, I’m like man, it’s hard for me to say roll tide being– you know? Punch in the face to you for tuning in, dude. I ain’t gonna create no bad blood, you know?
Chris: Alright, you’ve got any PITFs?
Chuck: Yeah, I got one PITF.
Chuck: This PITF goes out to Lorien Green – hit us up on Twitter – @LorienGreen. She says, “OMG @eWebResults is LIVE!” With an apostrophe. “Get your hot and krispy #SEO knowledge.”
Chris: Yeah, I remember that coming across my screen last Friday.
Chuck: Yeah, I was like, “Hot and krispy.” I can dig it.
Chris: Sounds delicious.
Chuck: That’s how I feel in H-Town summers.
Chris: Yeah, hot and krispy.
Chuck: Walk to the store and come back.
Chris: And sticky and sweaty and like there’s just a whole–
Chuck: Yeah, and all of the above.
Chris: Angry, frustrated, and then freezing once you get inside.
Chris: Yeah, cool. Alright, well that is the potatoes of the podcast. Oh, we’ll do a couple more PITFs. We can give a PITF to Marcus and Michael Ristoff and Patrick Lopez for tuning in on Facebook Live.
Chuck: Patrick Lopez. Lopez, why does that name sound familiar? Who is Patrick Lopez?
Chris: Patrick, he’s the DJ.
Chris: Yup, DJ out of Miami.
Chuck: Patrick. We’ve talked to Patrick before, name sound’s extremely familiar.
Chris: Absolutely. Cool, and by the way you guys who were tuned in on Facebook, if you could go ahead and tweet now @ADiSilvestro. So that’s ADi– oh DiSilvestro.
Chuck: Yeah, DiSilvestro.
Chris: @ADiSilvestro, we’re gonna cover his article, “7 ways to convert website–”
Chuck: That’s Amanda, her article.
Chris: Oh. I’m not sure you should hand this to me ‘cause I seem to be screwing it up each time, yeah. “7 ways to–”
Chuck: It says Amanda right there.
Chris: Yeah, it does say Amanda right there. “7 ways to convert website visitors into subscribers.” Tell her– her. We’re gonna tell her that you’re listening to us cover her article right now.
Chuck: She posted a great article, “7 ways to convert website visitors into subscribers.” She posted this on Search Engine Journal. She starts off by saying, “Getting 100,000 visits to your website can feel awesome. But if your conversion rate is low, all that traffic won’t do you much good.” And she’s absolutely right. This is something I’ve preached over and over again, for years we’ve had that messaging here. If that– if you are in a position and would you rather get– ask this question: would you rather get 1,000 visits a month and 9 of them convert and take action?
Chris: Right, right.
Chuck: Or you would rather get 100 visits a month but 35 of them actually take an action?
Chris: Hold on, let me make sure we got the math.
Chuck: 1,000 visits, 9 conversions or 100 visits and like 35 conversions?
Chris: I’m gonna go with 35, yeah.
Chuck: 35 conversions, exactly.
Chris: Or maybe I should say, 35?
Chuck: Well, what is 35, Charles? You know what I’m saying? Jeopardy, right?
Chuck: But the point is you want the conversions, everybody wants the conversions, and she’s absolutely right, if your conversion rate is low, then all of that traffic won’t do you much good.
Chuck: So she listed 7 ways to help increase those conversions. Number 1.
Chuck: She says, “Create quality content to match search intent.” Create quality content to match search intent. She goes on to say that, “Google really wants is to show searchers the content that best matches (or answers) the intent of that searcher’s query.” Optimize your content ladies and gentlemen is what this is saying. She’s saying optimize your content, make sure whatever page you’ve written, whether it’s a landing page, whether it’s some target page, whether it’s some blog post. Whatever piece of content it is that you’re writing and you want people to eventually subscribe to more of your content, then the content you do should be optimized, meaning it should have the right character count, it should have all your main phrases and all your long-tail phrases and keyword topics, and they should have your call to action, it should have high quality images and/or video, it should have these bullet points. All of these elements comprise a well optimized page and if you want your content to match the searchers intent, then you should be providing a highly optimized page to increase your chances of actually matching that intent. Because if you don’t optimize it, then you’ll likely miss out on the searcher’s intent and maybe some of the phrases they were looking for, and your page won’t rank and if they do find it, they won’t subscribe because it didn’t match their intent. So the key is to make sure that you’re optimizing those pages and not just writing and publishing.
Chris: Number 2!
Chuck: Number 2 she says, “Use the right CTA.” Right? You’re trying to get people to take an action, then you need to use the right call to action. Right, she says, “The right call to action can be all the difference between having content that your visitors only consume versus content that results in your visitors taking an action that you want them to take.” I’ll tell you this: use the CTA that compliments your sales process. Right, so if you understand that the bulk of your sales, or your new leads, your new clients, always start off with like a one-on-one conversation or some sort of meeting of the minds, then your call to action should probably be along the lines of, “Call for a consultation,” “Call for a discussion,” you know? “Complete this form, let’s schedule a call.” That sort of deal. Putting in the mindset of this potential client, this lead, that a conversation is next. So that way as they begin to take that action, if they’re filling out a form, they’re kinda filling out this form expecting a conversation. They’re calling expecting a consultation and if that’s your call to action, then you’re actually getting the action that you want. Now I’d also–
Chris: Tap the shift key over there. See if that works.
Chuck: I don’t know what I was shifting.
Chris: Oh, no I gotta sign in.
Chris: Let’s trade places for a second.
Chuck: Well using that right CTA, using that right CTA is what will drive the actual conversion that you’re looking for. Matter of fact I even added– and some people disagree with this, I don’t: but using multiple CTAs depending on the page to kinda determine how people best engage with you. She’s talking about subscription, and so you definitely want to have some sort of sign up form there, right? But, maybe you have sales staff or an admin, I recommend having a call CTA, not just your phone number there but a reason for that phone number to be there. Right? A lot of people–
Chris: A phone number by itself is not a CTA.
Chuck: It’s not a CTA, it’s just a phone number by itself. Yeah, it needs– why is this phone number here? You’re calling for a free consultation, call to save money today, call for 20% off, call and talk to an expert, call for a free analysis. Whatever it is, but give people a reason why they’re gonna call. Same thing with your sales form, your contact form, it should be relative to what your sales process indicates. Right, and then your sign up form for your email – which is what she’s focusing on – should be prominent but it should be positioned in a way that entices people to actually engage. We call it a Soft Lead Capture.
Chuck: Sometimes people may not want to fully commit, they just may want a little bit of information and so having an email subscription is a way to do that. Use the right CTA.
Chris: Number 3!
Chuck: Number 3. She says, “Focus on Design for subscriptions,” and she’s talking about the design of like the sign up box, right? Like when we do those we tend to first off, only really do them if a client has an offer attached to it. So don’t just subscribe to my email list, but download this free hot tub guide and then subscribe to my email list, and so that way I’m actually giving you something for your email address.
So she’s saying, “Focus on the design.” She says, “Making a good choice in the theme of your content is key to attracting visitors and getting them to subscribe.” At the end of the day you have to make the subscription visually appealing–
Chuck: Excuse me. It has to be engaging, it has to not be ugly. You want people to actually look at it for a second because you probably only have a second of their attention, and it needs to captivate their attention. So focus on the design, don’t think that just ‘cause you built it and put it there that they’ll actually use it, ‘cause not if it’s ugly, and they won’t. Then people just won’t do it, so you wanna make sure you focus on the design when you’re trying to get those subscriptions.
See, I’ll give you a Pro Tip here: when you’re focusing on the design and referencing subscriptions, try a pop-up. Like an exit intent pop-up, right? A lot of sites do this extremely well, they work really really well, it’s a softer lead capture and this happens when people have visited your site, they may be engaged in a couple pages, now they’re about to leave. As soon as their mouse moves past a certain pixel level on the screen where it’s closer to the Exit button, or closer to the Close the Browser button, they get the pop-up.
Chuck: And it’s using a lightbox feature, they get a pop-up that says, “Join my mailing list and get this free guide,” or “Join my mailing list for 20% off,” or if you’re on Champs.com, “Join my mailing list for free shipping,” right? Just depending on what your offer is but using the lightbox and an exit intent pop-up should see your subscriptions increase.
Chris: Absolutely. Number 4!
Chuck: Number 4 she says, “Use different types of content.” Right, she goes on to say, “Varying the types of content you publish helps you reach different audiences,” and she’s absolutely right, like everybody absorbs content differently. Some people look at videos, some people watch images, some people read long Facebook posts, some people read blogs, some people just watch TV. It just depends, everybody absorbs content different.
Chuck: Then she says, “Use everything you can think of that can add a different touch to your content every time you publish.” Okay Amanda, I’ve got a small issue with this one. I get the concept of using multiple forms of content, but I wanna encourage our listeners not use everything you can think of but use what your resources will allow.
Chuck: Right, what you don’t wanna do is put out a really crappy video, and a really crappy infographic, and a really crappy post, and a really crappy image to support your crappy content. It’s not gonna work.
Chuck: It’s not gonna get the engagement you want and frankly it’ll probably have a worse effect than it did and never posting it at all. So instead use the content that your resources will allow. Like if you’ve got enough resources to write a really great blog post and maybe a supporting infographic, then keep it there, and at least you’ve created some good high quality content that’ll go out. Or maybe you have a videographer on staff or whatever it is and they’re really good, then do that, but don’t stretch yourself trying to create all this different content if you can’t coming to putting out quality content. Her first point was, “Create quality content to match search intent,” and so you wanna make sure that whatever type of content you’re putting out has quality, ‘cause if it doesn’t, it won’t get engaged with, it won’t rank well and you will have wasted a lot of time and effort.
Chris: Number 5!
Chuck: Number 5, and I just alluded to this earlier, “Use lightboxes,” right? She says, “Using a lightbox is another excellent way to highlight your CTAs and focus on subscribing,” and she’s right. And what I was saying, what that lightbox really does, it kinda makes you focus for that brief second.
Chuck: You get ready to close and the screen goes black and you get a colorful pop-up, you will look at it.
Chuck: You may not read it all.
Chris: You may be looking for the X.
Chuck: You may be looking for like, where can I close this at? But you will read it.
Chris: You’ll look at it, yeah.
Chuck: I’ll guarantee you that when you find the X, you will say something like, “No, I don’t want free shipping.” You will address it.
Chris: Yup, no you’re right.
Chuck: You will say, “No, I don’t want to subscribe.”
Chris: In fact I like it when the lightbox actually says you need to click, “No, I don’t want free shipping.”
Chuck: Exactly ‘cause then you kinda feel foolish like I really want free shipping, I–
Chris: Do I really–? I don’t– No.
Chuck: Or do like me: I just left the browser open. I ain’t click nothing, you know what I’m saying? Just open up a new tab and continue.
Chris: I’m not willing to make that commitment now but I also don’t want to take it off the table.
Chuck: So I’m just gonna come back to that browser tab later, you know what I’m saying?
Chris: That’s awesome.
Chuck: Hey, I’ve done that.
Chris: Great for Time on Site apparently.
Chuck: I’ve done it. Yeah, that’ll screw your results. You’re like, “Man, that exit intent pop-up is working!”
Chuck: No, it don’t take nobody 10 minutes to subscribe. So that’s an abandoned tab which would probably be a cool report to have.
Chris: Like which abandoned tabs, yeah.
Chuck: So yeah, use lightboxes ‘cause they work, the do draw attention to whatever the subject is, whether it’s a pop-up or even a photo gallery. Lightboxes in general just tend to work.
Chris: Well and you had talked kinda specifically about exit intent lightboxes, there’s also lightboxes or pop-ups – however you wanna phrase it – where as you’re going down the content, if you get past a certain threshold, to pop up.
Chuck: You get a pop-up at the bottom, yeah. Not necessarily a lightbox but a different type of pop-up.
Chuck: But yeah, those pop-ups work, especially when you apply them at the right time. SEJ does it well, once you get to the bottom of the article, yeah you’ll get a pop-up: subscribe or like this or like that. So those types of deals work when designed well, when executed properly, they absolutely do.
Chris: Number 6!
Chuck: Number 6 she says, ”Advertise your subscription: solve problems.” Right, so if you’re gonna put this subscription out and you want people to subscribe then she says you need to advertise it and the way you advertise it is to solve people’s problems. She says, “If your content successfully helps those people – while also promoting a service or product you sell – then you’ve kinda hit the conversion jackpot.” She says, “Give readers a taste of how to solve a problem, but then ask them to subscribe for more tips.” She’s absolutely right, both of these are great tips. Your content must be useful, right? If you’re out there posting content that really has no use, it doesn’t address a specific question, problem or concern, it doesn’t provide any value or help someone solve their problem, then they’re probably not gonna engage with it and frankly they won’t subscribe. But if you are putting out content that is addressing an issue, that is solving a problem, that is guiding people from one phase to the next phase, then they will likely subscribe. Especially if you put the rest of their problem solving behind the gate.
Chuck: And so that’s what she’s saying, give readers a taste. Punch in the face to ESPN Insider, they do it to me every month.
Chris: Yeah. Are you sure that’s not a kick in the shins?
Chuck: No, it’s the only reason it’s not a kick in the shins–
Chris: ‘Cause of great content.
Chuck: ‘Cause of great content. If the content was poor then it would be a huge kick in the shins, but they hit me with the whole article literally, and I know– I feel like they almost customize that article for me. And I say that ‘cause I was, you know, it’s free agent day right now, and so all these trades are going on in the NBA and so I’m reading about the trade, The Warriors just picked up Nick Young. I’m reading about this, I’m reading about three teams, I get to the Rockets and then it was like, “For more information…”
Chuck: I’m like, “I’ve been reading the whole article for this point!” I think they knew that, like oh he’s in Houston, the article will automatically locks at the Rocket’s section at the bottom.
Chris: That’s not smart.
Chuck: I know that probably didn’t happen but that would be some cool technology.
Chris: It should be. If it’s not happening, it should be. Like it’s not that complicated.
Chuck: Yeah, I guess depending on IP address. Oh, move this paragraph–
Chris: You’re in Houston. Please show everybody, boom! That’s where it locks. Yeah.
Chuck: So, not that’s kinda a kick in the shins.
Chris: Now you’re pissed off about it, right?
Chuck: Yeah, a little bit. If y’all indeed doing that, but the point is it worked. I subscribed and I read the entire article. So those types of tactics, those strategies can work when applied effectively, more importantly: if the content has value. If the content didn’t have value no one ever gets to the next step.
Chuck: Last one, number 7.
Chris: Number 7!
Chuck: Speaking of content she says, “Analyze your content.” After all this is said and done, after you’ve created good content, you used the right CTA, you designed it well, you’re using different types, you’re using lightboxes, you’ve been advertising it, then she says analyze it. Right? She goes on to say, “Measuring how the content you create performs will help you know which methods or topics have worked best and which ones to repeat later.” She’s absolutely right, she says, “Analyze your content,” I’m gonna say get familiar with Analytics because that’s how you analyze your content. You need to get into your Analytics so you can look at those pages and determine how much time was spent looking at this page? How many entries to this page? How many people exit your site once they viewed this page? What traffic source got them to this page? How long did they stay on this page? What device did they view your page on? All of that information is available in Analytics and the more that you understand it, then the better your next set of content could be.
So for example, maybe you log in and you realize that whoa, my really 1,500 word blog post got so much activity, most of these people found it in the Google search on a mobile device and they converted at a higher rate than everybody on a desktop, right? Then you say, okay you’re my next content writer. My next content piece should probably fit the mold of 1500 words, it should have this, it should have a similar look, feel, tone as the previous article, and if you just don’t know how the engagement was, then you don’t know what steps you need to do repeat that level of engagement.
Chuck: You end up just firing blanks. So instead spend some time in Analytics, understand how that content is performing, how people are subscribing, what’s working, what’s not, and then as you create new content, rinse and repeat.
Chris: Rinse and repeat.
Chuck: Man punch in the face to you, Amanda DiSilvestro and the, “7 ways to convert website visitors into subscribers.” Great article, I can dig it.
Chris: Excellent. Alright, any What News?
Chuck: Yeah. I got one piece of What News, and this is just really a punch in the face to Search Engine Journal. This What News goes to Danny Goodwin, congratulations. He was an author and creating posts at Search Engine Journal. Punch in the face to Kelsey Jones, she was the Senior Chief Editor.
Chuck: Executive editor. Chief Executive Editor.
Chris: Right, right.
Chuck: And she stepped down. She stepped down, Danny kinda stepped in her place, began editing all of the posts people are submitting and Search Engine Journal rewarded him by naming him Chief Executive Director.
Chuck: So punch in the face to you, congratulations.
Chris: Punch in the face, that’s pretty awesome.
Chuck: We’ve done like six of his articles over the past two years.
Chris: And so now they’ll all be his articles ‘cause he’ll have– at least have his touch on them, right?
Chris: Alright, so if you liked this podcast, we’re gonna ask you to do– we’re gonna ask you to do something different today. If you liked this podcast, we’re gonna ask you to submit a question. We want you guys to submit questions, we wanna answer your questions in our podcast, right? So we’ll obviously give you a punch in the face, and you can do that by sending an email to podcast@
Chris: So yeah, go ahead and submit those questions. They can be anything, they can be like website design, they can be pay-per-click, they can be search engine optimization, they can be social media, go ahead and submit those questions. If you’re looking to grow your business with the largest, simplest marketing tool on the planet…
Chuck: The internet.
Chris: Go ahead and give eWebResults a call for increased revenue in your business, our phone number is 713-592-6724. We actually have a program called Instant Leads…
Chuck: Leads leads leads…
Chuck: Teed teed teed…
Chris: This is highly optimized PPC–
Chuck: That’s an echo, for those who were just wondering what was that.
Chris: It doesn’t actually say Instant Leads leads leads on the page where we promote the product.
Chris: It is a highly optimized pay-per-click campaign. The reality is people are searching for what you do or sell, and there’s ways to get ads in front of the people who are looking for what you do or sell. Those ads should have an offer in them to convince them to click through because you have what they do or sell, and there’s a reason to click through and when they land on that page, they’re looking at what you do or sell and the offer that they just clicked, and so they should convert. That’s what Instant Leads…
Chuck: Is all about.
Chris: Is all about.
Chuck: Leads leads leads…
Chris: He’s gonna fill the gap with whatever. That’s what Instant Leads…
Chuck: Leads leads leads…
Chuck: Teed teed teed…
Chris: Does. Excellent. If you’re in Houston and you’re doing business networking– first if you own a business, you should be, second, you need to go to UPSocialNetwork.com and join me at the next event. And then finally, if you’re looking for a transcript, a video or a podcast of this– excuse me.
Chris: Transcript, video or audio of this podcast then it’s available on our website eWebResults.com. We were filmed here live at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. You guys have made us the most popular internet marketing podcast on iTunes. Thank you, thank you all. You all over. We’ve been downloaded in more than 100 countries. Thank you all you people from outside the US, thank you all you people from inside the US, just thank all of you.
Chris: Errbody. Until the next podcast, my name is Chris Burres.
Chuck: Charles Lewis.
Chris: Bye bye for now.
Tip from SEO Podcast 381 – Use different types of content for different types of website visitors