#SEOpodcast 280 – 4 Things People Don’t Understand About SEO

Chris Burres:    Than the previous quarter.

Charles Lewis:    …only because there were tons of TrueView that happened.

Chris Burres:    Yeah.

Charles Lewis:    And each one of those has a certain dollar amount attached to it.

Chris Burres:    Yeah.

Charles Lewis:    So, we’re – even though the cost per click was a lot lower, it probably was more of them. And so, therefore, still ended up with more funding.

Chris Burres:    Yeah. It’s one metric that is a percentage metric, not an overall metric.

Charles Lewis:    Exactly.

Chris Burres:    And so, it’s fun to discuss, oh, it’s because of mobile – Mobilegeddon and all this stuff. And no, it’s –

Charles Lewis:    No.

Chris Burres:    …because we have a new technology. And its cost per click is lower.

Charles Lewis:    No.

Chris Burres:    [Laughter]

Charles Lewis:    It’s because we showed you more ads. [Laughter]

Chris Burres:    Yeah.

[Crosstalk]

Charles Lewis:    Ironically.

Chris Burres:    …showed you more ads. Alright. So, I got a – actually, I do have – I can remove that tattoo. I’ll get that remove tonight. I’ve got two reviews here. One of them is from Facebook I believe. This is Jodi Snodgrass-Carson.

Charles Lewis:    Snodgrass-Carson.

Chris Burres:    Yup. She says Document Controller at Zefon International, Inc.

Charles Lewis:    Alright.

Chris Burres:    “I started listening to your podcast today and enjoy listening. Getting ready to download more of your podcast. Thank you!! I look forward to learning.” Punch in the face –

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

Chris Burres:    …Ms. Snodgrass-Carson. Very cool. And then next –

Charles Lewis:    Yeah, awesome name.

Chris Burres:    Yes, Snodgrass-Carson. Very memorable. And then next is actually from Click Play Films. We gave them a punch in the face last time –

Charles Lewis:    Yeah, I remember. Uh huh.

Chris Burres:    I had a good conversation with him. He does the aerial videographer with the ROV or the drone.

Charles Lewis:    Drones, yeah.

Chris Burres:    And this review is 5 stars.

Charles Lewis:    5 stars. It says, “PITF for the best SEO podcast out there. Chris and Charles are insightful and fresh. SEO is constantly evolving and this podcast keeps me up-to-date and helps me make sense of it all. They are a fun duo to listen to and easy to understand and follow even for – easy to understand and follow even for a novice like me. I look forward to listening to them every week.”

Chris Burres:    Every week.

Charles Lewis:    Yeah.

Chris Burres:    Punch in the face –

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

Chris Burres:    …Play –

Charles Lewis:    Appreciate you’re tuning in.

Chris Burres:    I mean Click Play Films.

Charles Lewis:    Yeah.

Chris Burres:    Excellent.

Charles Lewis:    We just need a drone to play with.

Chris Burres:    Yeah.

Charles Lewis:    I just want to go and you know –

[0:15:00]

Chris Burres:    Anyone in our – our office maybe small but it’s really cool to have a drone videos –

Charles Lewis:    Yeah. Just flying around, yeah.

Chris Burres:    And didn’t have the crash video that’s –

Charles Lewis:    That –

Chris Burres:    …inevitably going to – [Laughter]

Charles Lewis:    …going to [Laughter] crash right in to Alex, just – [Laughter]

Chris Burres:    So, he shows up with his drone and we answered the door with the little bats. It’s like –

Charles Lewis:    Yeah, yeah, like –

Chris Burres:    …oh, we’re ready. [Laughter]

Charles Lewis:    Yeah, about to break it, man. Yeah. So, bring in one you don’t care about –

[Crosstalk]

Chris Burres:    Yeah. [Laughter]

Charles Lewis:    So, I got some news as well –

Chris Burres:    Alright.

Charles Lewis:    …and a couple of PITFs. So, this news almost could have been Algo Cat.

Chris Burres:    Right.

Charles Lewis:    It is that important. So, Google – this goes for everyone who has a Google+ listing, right? There’s one thing to get that local listing and get it set up because you need to do that in order to help your chances of ranking locally.

Now, if you’ve done it, they’re changing the rules to the game. You can’t set it and forget it no more.

Chris Burres:    Right.

Charles Lewis:    You need to be on there posting. You need to have some content, their profile needs to be complete. And you need to would have logged in and been active within the last six months. Why? Because Google says they may unverify inactive local business listings. They’re going to try to contact people first that haven’t logged in within six months. And if there’s no response, they may unverify your profile.

Chris Burres:    I think it’s good.

Charles Lewis:    I think it’s a great thing.

Chris Burres:    Right. I think it’s – yeah.

Charles Lewis:    I think it’s a phenomenal thing.

Chris Burres:    Because there’s a lot of bad listings out there –

Charles Lewis:    Exactly.

Chris Burres:    …for sure.

Charles Lewis:    And so, especially from, you know, fictitious companies –

Chris Burres:    Yeah.

Charles Lewis:    …and just yeah –

Chris Burres:    People who have moved and never clean up their old stuff –

Charles Lewis:    Exactly.

Chris Burres:    …whatever, yeah.

Charles Lewis:    So, it’s necessary.

Chris Burres:    Yeah.

Charles Lewis:    But at the same time, that means we have to be on it. So, go in and be active on your Google+ page. And I would say the easiest tip to do that whatever you’re posting on Facebook, share it on Google+ –

Chris Burres:    Yup.

Charles Lewis:    …right? You may want to make a few adjustments to it. But share it on Google+ or at least share some consistent activity.

Chris Burres:    Yup. Absolutely.

Charles Lewis:    Alright. And in regards to my PITFs, I want to give a punch in the face to James Hunt. He hit us up on Twitter. He’s @EmporiumCeo. He says, “Pretty simple @ewebstyle, I am listening – @ewebstyle, listening to your podcast!!!” Which I guess that should read “Listening to your podcast!”

Chris Burres:    [Laughter]

Charles Lewis:    Right? [Laughter] Right? [Laughter]

Chris Burres:    Maybe get throw in a yo after a – yeah.

Charles Lewis:    “Yo, listening to your podcast!” Yeah, I mean –

Chris Burres:    That would be Mr. T I guess. “Listening to your podcast yo!”

Charles Lewis:    Yes. No.

Chris Burres:    [Laughter]

Charles Lewis:    “Listening to your podcast, fool!” You know –

Chris Burres:    Fool, yeah.

Charles Lewis:    …Mr. T. [Laughter] Yeah.

[Crosstalk]

Chris Burres:    I was –

[Crosstalk]

Charles Lewis:    …fool –

[Crosstalk]

Chris Burres:    I was –

Charles Lewis:    …listening to podcast.

[Crosstalk]

Chris Burres:    …upgrading it, right? Bring them in to the – [Laughter]

Charles Lewis:    [Laughter] “Been a fool listening to the podcast.” Yeah. [Laughter]

Chris Burres:    Do you remember Eddie Murphy’s [Laughter] – yeah, that was hilarious.

Charles Lewis:    That’s a throwback.

Chris Burres:    Yeah.

Charles Lewis:    I do remember that. Yeah, so that’s my PITF, man and my news.

Chris Burres:    Alright. So, that is the potatoes of our podcast. It’s time to get in to the meat and you’ve already been teased about the meat.

Charles Lewis:    Yeah.

Chris Burres:    4 Things Most Leaders Don’t Understand About SEO.

Charles Lewis:    Yeah. So, punch in the face to you, Trond, Search Engine Land where we pulled this from. And so, let’s get right in it. He says, fact number one –

Chris Burres:    One.

Charles Lewis:    …SEO Is Not An Add-On, But A Build-In. SEO fact number one, SEO Is Not An Add-On, But A Build-In. And he’s talking about building it in until your whole marketing process. He goes on to say, “Search engines have become an indispensable part of the consumer’s decision-making and buying process, which means that organic search is very important for every business.”

And he’s absolutely right. Like organic search is extremely important from all sorts of levels from a –

Chris Burres:    Right.

Charles Lewis:    …local level, from your product listing level, from just being found when people search for things like near me in their mobile searches –

Chris Burres:    Right.

Charles Lewis:    …you know, all of those return organic results. And so, organic search is extremely important part. And so, what I’m adding to that first statement is you should discuss SEO from the start of your project.

Chris Burres:    Very beginning.

Charles Lewis:    Maybe if you’re going in to a new website redesign or you’re rolling out –

Chris Burres:    Hey, maybe when you’re choosing your domain name and your company name.

Charles Lewis:    Exactly. You think SEO, think about the content you’re going to create which we’ll go in to in a minute. Think about your branding. Think about all of that stuff and how your SEO is going to be affected because it’s that important.

He kept on going. He says – speaking about SEO been not being an add-on but a build-in, he says, “Some of the most important ranking factors are external –

Chris Burres:    Right.

Charles Lewis:    “…such as getting links from authoritative websites in your niche.” Then he says, “For best results, SEO should be integrated with all of your other marketing initiatives.” And he’s right.

Chris Burres:    Yup.

Charles Lewis:    You have to consider SEO, the SEO impact from every decision that you make because –

Chris Burres:    Yeah.

Charles Lewis:    …these decisions because either positively or negatively affect how your site is ranking.

Chris Burres:    Yup.

Charles Lewis:    So, when you consider those build-ins, let’s talk about – he goes in to depth about those different areas may you want – where you may want to consider SEO.

Chris Burres:    Right.

Charles Lewis:    And the first, he says is the content marketing, right? He says, “Research your ideal prospect’s search behavior to gather insights for planning your content.” Right? Figure out what they’re searching for or how they’re searching you, how they’re finding you or what terms they are using to find you, what terms that they’re using to look for you, what are the search queries.

[0:20:08]

    Figure out all of the data mine that you can do about how you’re being found through search. And then use those keywords or use those queries when you’re planning your content.

Chris Burres:    Yup.

Charles Lewis:    And so, it’s important for content marketing having an SEO thought process about optimizing the terms that people are actually looking for.

Chris Burres:    I just remember one podcast, it’s probably about four or five podcasts ago where one of the ideas that we had and offered from an article was reach out to your sales department, the people who are fielding calls –

Charles Lewis:    Yeah.

Chris Burres:    …and even your support team, people who are fielding calls –

Charles Lewis:    People who are fielding calls  –

Chris Burres:    …that what are the questions that clients are asking for, what are the problems that they’re potentially having with your products because they’re probably having that problem with other products and out there searching for solutions. So, write content, generate content for that.

Charles Lewis:    Base on what they’re saying.

Chris Burres:    Yeah.

Charles Lewis:    Yeah, get feedback. He says your SEO should also be included when you consider your paid search campaign. And he goes on to say and with – he’s absolutely –

Chris Burres:    Yeah.

Charles Lewis:    …right.

Chris Burres:    Cosign –

[Crosstalk]

Charles Lewis:    We do it all the time.

Chris Burres:    Yeah.

Charles Lewis:    He goes on to say, “It is true that SEO and paid search are different beasts, requiring specialized knowledge. But both address search users, and having some SEO and PPC teams work together can be powerful.”

Chris Burres:    Yup.

Charles Lewis:    And he’s absolutely right. We do it all the time especially when we have an account –

Chris Burres:    Yup.

Charles Lewis:    …that’s allowing us to do both their SEO and paid. And frankly –

Chris Burres:    Our package is –

Charles Lewis:    …all of our accounts – [Laughter]

Chris Burres:    Yeah.

Charles Lewis:    All of our –

Chris Burres:    All of our –

Charles Lewis:    …packages –

Chris Burres:    …smallest package is SEO and –

Charles Lewis:    And pay –

Chris Burres:    …pay per- pay per click, yeah.

Charles Lewis:    And that’s by design –

Chris Burres:    Yeah.

Charles Lewis:    …because we understand especially for a newer site or these companies who may not have the historical data.

Chris Burres:    Yeah.

Charles Lewis:    Right? That we need. Like if you haven’t had Analytics on your site the past years, six moths to a year, then I can’t go back and figure out how your site has performed.

Chris Burres:    Right.

Charles Lewis:    And so, it’s easier for me to just grab a few hundred bucks and do a paid campaign for 30 days, 60 days and figure out what’s converting, which pages convert well. You know, which keywords are going to generate the best traffic, which keywords are going to generate the best conversions before – key is before –

Chris Burres:    Right.

Charles Lewis:    …we go in and optimize –

Chris Burres:    Start optimizing –

Charles Lewis:    …for those things.

Chris Burres:    Yup.

Charles Lewis:    So, that way we’ll have enough data that make sense to move forward optimizing. And so – and another thing about that and this is one thing I added, one of the main reasons you want to – kind of run the two simultaneously is because we all know a new site is not going to rank –

Chris Burres:    Yeah.

Charles Lewis:    …organically after the first day.

Chris Burres:    Day one, yeah.

Charles Lewis:    It’s going to take three months, six months, depending on the nature of your business. And so, paid search is a great way to supplement that.

Chris Burres:    Yeah.

Charles Lewis:    If you need some immediate ROI, paid search is the way to go –

Chris Burres:    And who doesn’t? [Laughter]

Charles Lewis:    Exactly. Exactly. And then it helps you get the research and the data you need to properly optimize your site. So, paid search is definitely should be included in your SEO campaign. Know what else should be included? Conversion rate optimization –

Chris Burres:    Yup.

Charles Lewis:    Well, SEVO –

Chris Burres:    Yeah.

Charles Lewis:    …like what we like to call it. He goes on to say, “And SEO can bring you better results once you understand your typical website visitor on a deeper level.” And he’s absolutely right. Once you understand what your visitor does when they get to your site, like these visitors from this state tend to watch videos.

Chris Burres:    Right.

Charles Lewis:    These visitors tend to read my blog post and then watch a video. These other visitors tend to bounce and go straight to social. Like once you understand how your visitors are performing and the things they’re doing, then you can more effectively optimize your site. And you know, things like this can come back and help you with your paid search.

For example, understanding which pages are converting the most will help you understand what pages you may want to use for landing pages in the PPC campaign. If that page is optimized and is converting well, then your quality score will go up. And if that page is ranking and I can give you a real example on this. Talking to – punch in the face to Mike Simon –

Chris Burres:    PITF.

Charles Lewis:    …and the guys over at myshipleydonuts.com, today is National Donut Day –

Chris Burres:    Donut Day. Delicious.

Charles Lewis:    And so we were looking at his campaign, right?

Chris Burres:    Right.

Charles Lewis:    And so, we’re running out a new paid campaign for breakfast catering.

Chris Burres:    Right.

Charles Lewis:    But now dig this. His page on his site, the breakfast catering page on the site, just made it to page 2.

Chris Burres:    Right, right.

Charles Lewis:    Right? It’s ranking well. And it’ll probably be on page 1 in the next 30 days, 60 days maybe. And so, we would like rather than create a breakfast catering landing page, let’s go in and revisit the conversion rate optimization or the SEVO for this existing breakfast catering page that’s already ranking. Why? Because this page is already ranking –

Chris Burres:    It’s going to rank better. It’s – yeah.

Charles Lewis:    It’s going to rank better.

Chris Burres:    You want it to convert.

Charles Lewis:    It already has content. With every change we’re going to make is going to simply improve that page. And then once that same page begins to rank on the first page –

Chris Burres:    Yup.

Charles Lewis:    …it’s been designed to close. And so, it makes sense to do that on existing page and paid search helps you with that. Conversion rate optimization, you can also determine why these pages are creating, why they’re converting –

Chris Burres:    Right.

Charles Lewis:    And then you take that information. You rest or repeat for the rest of your pages throughout your site.

Chris Burres:    Absolutely.

Charles Lewis:    And so, conversion rate optimization or SEVO, what we like to call it, search engine visitor optimization, is a key component to SEO.

[0:25:03]

Chris Burres:    Yup.

Charles Lewis:    He also says business development. I love this one because the SEO can really help with your business development. It would help you find out what you need to become a better market leader and how long it will take to beat your competition and which activities will get you there in the most cost effective manner. You know, I think about –

Chris Burres:    Yeah.

Charles Lewis:    …I think about how SEO can help with business development, right? We got another client – punch in the face to Susan Manning –

Chris Burres:    PITF.

Charles Lewis:    …and the good folks over at –

Chris Burres:    PITF.

Charles Lewis:    …Manning Pool Service. So, when we built their site, we created these pages of content for like pool inspections.

Chris Burres:    Right.

Charles Lewis:     Right? And pool inspections wasn’t a big portion of their core business. Their core business was pool maintenance. But since the site was optimized well –

Chris Burres:    Right.

Charles Lewis:    …they begun ranking really, really quickly, really, really high for a swimming pool inspections. More importantly, since we’re they’re marketing agency, I’m copied on all the leads –

Chris Burres:    Right.

Charles Lewis:    …I noticed that most of the people who are requesting pool inspections were real estate agents and people who are in the process of buying a home.

Chris Burres:    Yup.

Charles Lewis:    Okay. That created a meeting with the client. You need to open up a department –

Chris Burres:    Yup.

Charles Lewis:    …strictly for pool inspections for realtors because there’s a – you’re getting a tons of searches for it and this is a top dollar product. These people are in the position to buy a home.

Chris Burres:    Yup.

Charles Lewis:    They’re in a position to pay top dollar for a pool inspection.

Chris Burres:    Yup.

Charles Lewis:    And it’s the Analytics and SEO and those reports that allowed us to determine that and create a viable financial resource for our client.

Chris Burres:    Yup.

Charles Lewis:    Not –

[Crosstalk]

Chris Burres:    It’s a business direction. That’s a –

[Crosstalk]

Charles Lewis:    It’s a business –

Chris Burres:    …business development.

Charles Lewis:    Exactly.

Chris Burres:    Yup.

Charles Lewis:    And so, understanding your SEO and how that works can definitely help with your business development.

Chris Burres:    Excellent stuff.

Charles Lewis:    Doing that SEO – exactly.

Chris Burres:    Yeah.

Charles Lewis:    And SEO also helps with your branding and communication. He says, “Once you understand what goes on in your customers’ minds, your brand message and marketing communication will be more consistent and more effective.” Ding, ding, ding -z

Chris Burres:    Yeah.

Charles Lewis:    …Trond. He’s –

Chris Burres:    PITF.

Charles Lewis:    …absolutely right.

Chris Burres:    Getting tired of punching you, Trond.

Charles Lewis:    You have to understand what your clients are doing, what your customers are doing, how they think what they eat when they search, why they search, the type of information they’re looking for, how they want to absorb it. Do they want it in a 15-second Instagram video? Or do they mind a 2-minute YouTube video?

Chris Burres:    Right.

Charles Lewis:    Right? Understand that. Do they mind swiping through your Instagram feed looking at pictures? Or would they rather go to a Facebook photo gallery? Understand how your clients absorb your content and how they communicate, right, when they talk to you or you talk to them. Are you using urban language? Are you kind of being proper? Right?

Chris Burres:    Yeah.

Charles Lewis:    Are you – understand how to communicate with them. I went on to add that a good SEO person like me will mine the data and work closely with your social media strategy. We’re talking about branding and communication –

Chris Burres:    Yeah.

Charles Lewis:    …and SEO. And the way you communicate with fans and clients and customers and brand yourself through SEO is with social media. And so, having that loop, having that communication, having that focus on SEO early in the game –

Chris Burres:    Right.

Charles Lewis:    …when you first created those social profiles and all of that, that makes branding and communication a lot easier. So, fact number two…fact number two, he says, SEO Is No Replacement –

Chris Burres:    Go ahead.

Charles Lewis:    I was just looking at what you’re doing.

Chris Burres:    Yeah.

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AUTHOR: Jay Gaura
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