Search Engine Marketing

#SEOPodcast 283 - E-Webstyle

Chris and Charles discuss Search Engine Marketing.  What can Search Engine Marketing do for your business?  Find out in #SEOPodcast283 on Podomatic and YouTube.

Note: Find out more about Great Search Engine Marketing


Chris Burres:               …because I sweat.

Charles Lewis:             Yeah, yeah, you’d be perspiring.

Chris Burres:               I perspire a lot.

Charles Lewis:             I thought your anti just didn’t work. [Laughter]

Chris Burres:               [Laughter] Right because I was using it wrong. Apparently, that’s part of the problem anyway. I’m not saying I don’t sweat a lot.

Charles Lewis:             Well, you can get some Botox. I know you got Botox for that now.

Chris Burres:               You really?

Charles Lewis:             They shot under your arm and then it’ll just stop for sweating –


Chris Burres:               I’m going to pass on that. [Laughter]

Charles Lewis:             [Laughter]

Chris Burres:               I’m just – I’ll think about it really briefly and pass on that. Alright. So, there is no tear tattoo although I debated because you know what? We got a review and it’s from iTunes. And the title of the review is, “Lots of BS.” And it’s a 1-star –

Charles Lewis:             1-star review.

Chris Burres:               [Laughter]

Charles Lewis:             Right.

Chris Burres:               That was pretty –

Charles Lewis:             1 star.

Chris Burres:               1 star. It’s by New Midwest User from the United States. It says, “If you want to listen to 30 minutes of fluff and crap and 3 minutes content, then this podcast is for you.” So, apparently our 9000 downloads a week, they’d just want to listen to 30 minutes of fluff and crap and –

Charles Lewis:             3 minutes of content –

Chris Burres:               …only 3 minutes of content. Man, it must be really good content.

Charles Lewis:             I know.

Chris Burres:               Yeah.

Charles Lewis:             For 3 minutes it just bothers me because we’re – our podcast is roughly 30, 35 minutes depending on how long our article is. And we’re in our potatoes –


Chris Burres:               Yeah.

Charles Lewis:             …is about 1/3 of that time.

Chris Burres:               Yeah.

Charles Lewis:             Right? So, we’re about 10 minutes of fluff –

Chris Burres:               Yeah.

Charles Lewis:             …and actually –

Chris Burres:               20 plus minutes –

Charles Lewis:             …news and kind of values. I got some news as well that you guys –

Chris Burres:               Yeah.

Charles Lewis:             …might appreciate and 20 minutes of good content.

Chris Burres:               Yeah.

Charles Lewis:             So –

Chris Burres:               Yeah. I think he needs to reassess, Mr. New Midwest User. And hey, I got a couple of PITFs. One of them is for Ms. Erica Villarreal –

Charles Lewis:             PITF –


Chris Burres:               …at Noble Mortgage. Did you see that whole thing? She gave us a testimonial video. And –

Charles Lewis:             Oh, she did it? Awesome.

Chris Burres:               …and she’s – we know it would be awesome anyway –

Charles Lewis:             Yeah, yeah, yeah.

Chris Burres:               …just took a while to happen. And she killed it.

Charles Lewis:             And punch in the face to you, Erica.

Chris Burres:               She killed it. She’s awesome.

Charles Lewis:             Appreciate it.

Chris Burres:               And then next –

Charles Lewis:             I appreciate it, Erica. Erica keep me on my toes.

Chris Burres:               Yes.

Charles Lewis:             You know, she make me do my job effective.

Chris Burres:               I shared that with a prospect this morning. I was talking to a prospect. And he’s in a similar line of business of Noble Mortgage or And I spoke to him back in April and he remembered them. He’s like, “How does that campaign going?” I’m like, “It’s going awesome. I’m going to put you in contact.”

And one of the great things about that campaign is – and I said, “Here, I’m going to give you a reference. You can contact Erica or Daryl.” And the cool thing about Erica, she keeps us on our toes. So –

Charles Lewis:             Yeah.

Chris Burres:               …that’s – it’s awesome.

Charles Lewis:             Punch in the face to you, Erica.

Chris Burres:               And she gives great testimonial –

Charles Lewis:             Yeah.

Chris Burres:               …videos. And next – the last time I gave PITF to Abby England. She’s one of our podcast listeners. She left a review last week and came in –

Charles Lewis:             Came in –

Chris Burres:               …this week –

Charles Lewis:             …and check us out, yeah.

Chris Burres:               So, if you check out our Facebook page, –

Charles Lewis:             ewebstyle.

Chris Burres:               …you will see a picture of her and Chuck and I. We took a picture right in front of our E-Webstyle logo. Probably the last picture in front of the E-Webstyle logo. And punch in the face. She’s with – I wanted to make sure that I mention this, she’s with

Charles Lewis:             Yeah.

Chris Burres:               I didn’t get that on the last podcast. So,, Abby England. Punch in the face to you.

Charles Lewis:             Punch in the face.

Chris Burres:               She’s awesome.

Charles Lewis:             Man –

Chris Burres:               Yeah.

Charles Lewis:             …so, I got a punch in the face as well. This punch in the face goes to Jon Colston. He hit us up on Twitter. He’s @Musicinstruct. He says, “@ewebstyle, I am now a true believer. Just finished my third podcast.”

Chris Burres:               Alright, cool.

Charles Lewis:             And so, yeah, I told him punch in the face. And I retweeted him and sent him the video links. You know, the easiest way to catch up –


Chris Burres:               Yup.

Charles Lewis:             …watch this. And just if I was to jump back to some news for a minute, on my WordPress users. So, WordPress just rolled out 4.2.3. They said it has security updates that are extremely important. They recommend that you update immediately. You should be doing that.

Chris Burres:               Immediately.

Charles Lewis:             And the last one is – so, dig this. You know, with all these domain names coming out now, .pizza –

Chris Burres:               Yeah, dot –

Charles Lewis:             … .lawyer –

Chris Burres:               Yeah.

Charles Lewis:             … dot – all of the stuff right here. Yeah, I made the same face. I had the same kind of feeling but Google released yesterday that all domain extensions are weighted the same. When Google caused indexes and ranks URLs, it makes no difference whether your domain ends in .com, .org, .pizza or .sucks.

Chris Burres:               [Laughter]

Charles Lewis:             It has the same weight. My question is I wonder how Bing or Yahoo –

Chris Burres:               Maybe they do it too.

Charles Lewis:             …weighs domain.

Chris Burres:               So, I think –

Charles Lewis:             Most likely they do it different –

Chris Burres:               It should. Well, I think – and reality, well, they should be the same, right? Because –

Charles Lewis:             Yeah.

Chris Burres:               …because Google at the end of the day, good experience –


Charles Lewis:             …just wants to provide –

Chris Burres:               …the user –

Charles Lewis:             …the best content.

Chris Burres:               …if the best content for, you know, soccer scores, it –


Charles Lewis:             Go .soccer –

Chris Burres:               …is actually – or is on .pizza even, right?

Charles Lewis:             Yeah.

Chris Burres:               Right? So, although .soccer is going to have some of the exact match domain name is used and when I say that, I don’t mean on the negative side. I mean on the –

Charles Lewis:             Positive side –

Chris Burres:               …positive side, then that’s the content they should be showing. So, if .pizza, they – the writers at, you know, whatever, or the best on the planet, then Google wants to show them. So, it’s interesting. And also, we – we cringe at the thought of explaining to people over the phone –

Charles Lewis:             Man –

Chris Burres:               “Hey, you need to go to –

Charles Lewis:             Yeah. That’s the cringe.

Chris Burres:               Yeah.

Charles Lewis:             The cringe is not necessarily the fact that it’s a new domain –

Chris Burres:               Because the search doesn’t matter –

Charles Lewis:             Yeah.

Chris Burres:               The domain –


Chris Burres:               …doesn’t matter for the search.

Charles Lewis:             It’s all about the content. My cringe is, oh, my god, all these domain names, all the clients who not going to understand it in. And –

Chris Burres:               And go to the wrong side.

Charles Lewis:             Or all other clients who think they understand it too much and then we get indicted with a hundred domain names that people want to point in to their sites.

Chris Burres:               Anywhere –

Charles Lewis:             Yeah.

Chris Burres:               …and they don’t carry any weight.

Charles Lewis:             I know. You cannot have .dough, .pizza and .peperoni.

Chris Burres:               Yeah. Or – yes. We forbid it.

Charles Lewis:             And we –

Chris Burres:               And now, I’m hungry.

Charles Lewis:             Exactly. [Laughter]

Chris Burres:               [Laughter] Alright, is that all –


Chris Burres:               …that is the P – the –


Charles Lewis:             Pizza?

Chris Burres:               I was about to say the pizza of the podcast or the potatoes, your choice. Now, it’s time to get in to the meat.

Charles Lewis:             Yeah. Let’s get in to the meat. So, like I said early, punch in the face to Scott Rayden over –

Chris Burres:               Scott –


Charles Lewis:             …and the good fellas over at, posted this article, 7 Things CMOs, right, your Chief Marketing Officer, Need To Know About Search Engine Marketing. So, let me just take a pause right here and let’s talk about SEM.

Chris Burres:               Alright.

Charles Lewis:             Right? We talk a lot about PPC. We talk a lot about SEO. We don’t talk much about SEM (Search Engine Marketing). What is search engine marketing? Literally, it’s the combination of SEO and PPC. That’s what it is. So, anytime you’re actively targeting keywords and actively running paid campaigns through search engines, then effectively, your search engine marketing.


And so, and this article is going to talk about the 7 things that most CMOs, right, need to know about search engine marketing.

So, number one, he says, Today’s Funnel Is Longer And More Complex. Today’s Funnel Is Longer And More Complex. He goes on to say that, “Today, you can use SEM for awareness, consideration, purchasing, nurturing, amplification, recalling, upselling, reselling, and so on.”

And he’s right. You can use SEM whether it is pay-per-click or SEO for all of those things. But he’s absolutely right. The search funnel is definitely more complex. And man, that’s what a fully-charged sound like. [Laughter]

Chris Burres:               Oh, yeah. [Laughter] Doesn’t happen very often, right?

Charles Lewis:             No, it doesn’t.

Chris Burres:               Or not in the middle of a day anyway.

Charles Lewis:             Not in the middle of the day, exactly. But you got to understand what your funnel is, right? And when we say funnel, we’re talking about the sales funnel. That path that it takes from, you know, from meeting the potential client all the way through conversion or –

Chris Burres:               Right.

Charles Lewis:             …purchase, right? That sales funnel. That sales funnel was different depending on all sorts of deal. And we’ll get in to that a little later. But the key is to recognize what search engine marketing, we’re talking PPC and SEO, the search funnel is a lot different. You can use SEO and PPC to market no matter where people at in the funnel. It’s my thing if they’re brand new, then they probably got there from a PPC ad, right?

Chris Burres:               Right, right.

Charles Lewis:             Or maybe you ranked organically. And maybe they hit your site and a clicking hit on their browser. And then they left your site. And so, when they left your site, your remarketing ad hit them again.

Chris Burres:               Right.

Charles Lewis:             Right? They’re still in your search funnel, right? And if they click that ad, they – you won’t get another click ironically –

Chris Burres:               Sales funnel –


Charles Lewis:             …but you’ll get another session.

Chris Burres:               Right.

Charles Lewis:             At least with Analytic top.

Chris Burres:               Right.

Charles Lewis:             And so, understand that your funnel doesn’t stop after the visit. That funnel keeps going because sales funnels change.

Chris Burres:               Right.

Charles Lewis:             People converted differently. Number two, speaking of funnels, he says, Not All Funnels Are Created Equal. Great one. And they’re not. He says, “They can vary pretty significantly depending on the device you’re targeting.” Right? “So, desktop funnels, you know, usually end in a purchase with an eye towards a good user experience and high lifetime value. And you’re right.” And you’re right. Desktop purchases normally do go down that path at a funnel.

Chris Burres:               Right.

Charles Lewis:             But consider your sales funnel, right? Consider the device. Maybe they found you on a mobile device. Then it may not lead to “click here”, “read this” and then “purchase”. It may lead to, I don’t know, a search for an address on your site that leads to a Near Me search. And they – walk-in visitors. Or it could lead to a phone call.

Chris Burres:               Yeah.

Charles Lewis:             Or it can lead to a social media follow because they own that device and they all still in your sales funnel. And so, it’s key. It’s key to understand that where users are in your sales funnel and how you can continue to market towards them using SEM.

Chris Burres:               I would say this. If you look at the close ratio, right? So, look at the conversion ratio not just getting them on your site, but the conversion to –

Charles Lewis:             Yeah.

Chris Burres:               …the sale. If you get like 90%, 95% close ratio on your desktop and 20 on your mobile, yeah, we can write out some mobile experience but revisit your mobile experience.

Charles Lewis:             Revisit your mobile device – exactly.

Chris Burres:               What that says is most people were – whoever end up on your property, at least on a workstation, I mean that’s what it actually says, what it implies is that when people arrive on your property, they’re interested in purchasing because 90% are closing. And something’s probably wrong with your mobile device. But also recognize that there could be some difference between what –


Chris Burres:               …the mobile users is looking for –

Charles Lewis:             Looking for, their intent.

Chris Burres:               …and what the desktop –


Charles Lewis:             Search intent, right?

AUTHOR: Jay Gaura
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