SEO campaign down in the dumps? Chris and Chuck will tell you what you need to change to get your SEO back on track. This includes multiple tips on your website, on-page SEO, building links, and of course, content! Don’t miss out on podcast 360!
In the Potatoes:
- Drones might be pollinating your food
- NBA is getting into e-sports
- Twitter abusers
- The new Email Privacy Act
- Facebook Lite!
The article this week is “Why Your SEO Campaign is Failing” by Alexander Kesler over at Search Engine Journal.
2017-02–10 Podcast 360
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 —
Chris: Three hundred and sixty, look at that.
Chuck: Man 360.
Chris: 360, now all the wires are messed up and we’re gonna trip and fall.
Chuck: I just wanna get you know, just give a moment of silence for 360.
Chuck: That’s a big number, dude like…
Chris: Yeah. Well when I was typing it in today it was like, “260 today.” I was like, “no, it’s 360,” I was like, “Oh yeah! It’s a lot.” It is a lot. As always–
Chuck: Yeah, that’s almost– we could almost got enough podcasts for one every day of the year.
Chris: Oh yeah, that’s true. Five away. Alright.
Chuck: Just think about that.
Chris: Maybe we’ll just broadcast them daily for the year, except for 130. We probably need to make up for 130.
Chuck: 130 and 280, was the other one?
Chris: Something like that, yeah, that we’re not so good on the ears. As always we do have a tip from the previous podcast and this tip is, “Use Google Display Network placements on the same sites as your traditional marketing.”
Chuck: It makes sense, don’t it? Like if you’re running ads, traditional ads like TV ads or radio ads on any of your favorite cable networks, those websites for those cable networks usually offer Google ads. Run your remarketing ads on those same sites that way you can capture the same audience.
Chris: Boom. Alright, please remember this is 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: Don’t be a douche.
Chuck: Not a good look.
Chris: It’s not a good look. We’ve got an article today and we’ll be talking about…
Chuck: Got a great article today, man. Punch in the face to Alex Kesler and the good folks over at Search Engine Journal. We’ve covered one of his articles a few months ago.
Chris: Right, right.
Chuck: He posted this, “Why your SEO campaign is failing.” It got six– it got seven tips in here on why your campaign could be failing, and so we’ll get into that in a minute.
Chris: Alright, so if your campaign is failing, and one–
Chuck: We’re probably gonna identify why.
Chris: One, you haven’t hired us. That’s one, and then two, you know, we’re gonna find out exactly why here in just a second. If you’re in a position to, we’re gonna ask that you tweet, Chuck, what should they tweet?
Chuck: You should tweet us, right? Make sure you use the hashtag #SEOPodcast, this is number 360, tag us in it @eWebResults, @BestSEOPodcast, that way we can follow you back and do all of our social networking stuff.
Chris: Excellent. If this is the first time you’ve listened to the podcast, howdy, welcome to the podcast. We’re so glad that you have joined us. If you’ve listened to the podcast before you know what we’re about to scrip– skip.
Chuck: Yeah. Scrip, we’re about to scrip it.
Chris: We’re scripping something. So you’ll also notice that I do not have a tear tattoo. I get a tear tattoo under my eye when we don’t get a review. We got a review this week, that’s also one of the things that causes us to skip the segment, so here’s how that little game works: If we get 10 shikos…
Chuck: A shiko is an eWebResults branded term for social engagement. It stands for shares, likes, and follows. Shikos.
Chris: If we get 10 of those and a review, then we don’t tell you how to leave us a review, ‘cause it’s kind of a lengthy process so we can cut it out.
Chuck: Yeah, it’ll save you about four good minutes.
Chris: Five if we start messing it up.
Chris: So this time we did get one review and we’ve got more than 10 shikos, so we’re gonna skip that section. We will tell you how you can connect with us.
Chris: We really want you to connect with us, you guys have made us the most popular internet marketing podcast on iTunes, and here’s how you can connect with us. You could go to Facebook.com/
Chris: And LinkedIn.com/company/
Chris: All of those will take you to our profile on those platforms, please do the needful, which is also, we call it shiko-ing.
Chuck: Yeah, shiko us please.
Chris: Please. Hey if you are a PHP genius or a WordPress guru, we are probably looking for you. Go ahead and leave an audio résumé at 713-510-7846. If you are a business owner or an internet marketer and you are interested in a free comprehensive website profit analysis, we can provide one for you for free.
Chris: That’s why it says free at the beginning of it.
Chuck: Take advantage.
Chris: Take advantage, just go to eWebResults.com and click the green button. Do we have any Algo Cat?
Chuck: No Algo Cat today.
Chris: We do not have Algo Cat. So let me cover a little bit of news, then we’ll do our review. I just thought this was interesting, I don’t know if you’ve seen in whatever, Discovery Channel, bees are dying all over the world.
Chuck: Yeah, I was seeing that.
Chris: Like, lots of bees, insect– whatever, insecticides, global warming, they don’t know exactly why they’re dying, but they are dying and so now they’re working on little drones that can do the job of the little bees.
Chuck: Oh I don’t want drone– well…
Chris: If it gives me– If it gives me a banana or an orange, I’m happy to have the little buzzards flying around, but if I don’t eat them, yeah.
Chuck: Yeah, I just think I’d rather deal with the bee than the drone.
Chuck: ‘Cause the drone’s under someone’s control.
Chris: And it’s not mine.
Chuck: It’s not mine. The bee’s under nobody’s control, right?
Chris: Yeah, it’s on autopilot. Yeah.
Chuck: Yeah. So I don’t know if I just trust little drones flying around.
Chris: I thought this was interesting, Cortana, so if you don’t know Cortana is like the Siri and the Alexa.
Chuck: It’s a voice search for Microsoft.
Chris: For Microsoft, exactly. It will remind you to do things that you promised in emails.
Chuck: I got a problem with that too, man.
Chuck: I got a problem with everything, man. I blame my daughter.
Chuck: She gave me problems with everybody. Like the fact that Cortana wants to read my email and tell me what I forgot. Like I didn’t forget it, right?
Chris: Yeah, maybe I’m ignoring it on purpose. Do not remind me. This is how computers get broken.
Chuck: That’s not true Ron Kerr, I’m sorry about that, you’re great.
Chris: Yeah. Comcast can no longer say they are the fastest internet provider. So the FCC, I think they’re in charge– I think it’s the FCC, in charge of yeah, communication. They’re in charge of like making sure that when you do mark advertising…
Chuck: Yeah, you can’t say this or say that.
Chris: Right, and they said, “Yeah, it was pretty clear that by the statements that Comcast was using made it imply that no matter what level of package you were on, Comcast was always the fastest.” Obviously if you’re on their slow package, then they’re not the fastest.
Chuck: Then they’re not the fastest.
Chris: So yeah, you’ve got some news?
Chuck: I got news, got four pieces of news. The first one is about my favorite game.
Chuck: But if I’m bringing it to you guys, then you know it’s something digital.
Chris: It’s got a technical spin on it.
Chuck: Man, so were you ever a gamer?
Chris: Yes, yeah.
Chuck: Like video games?
Chris: Yes, yes.
Chuck: I used to be a huge gamer, NBA 2K, John Madden, NBA Live, all of the sports games, FIFA Soccer, you name it, I played it.
Chuck: Right, so dig this: the NBA is actually creating it’s own e-sports league for the game NBA 2K. The league is gonna launch in 2018, consisting of teams operated by the NBA franchises. Dig this: the lead commissioner told the Wall Street Journal that all 30 leagues have expressed interest in forming teams. So an actual digital NBA 2K league? That’s kinda live right there, and now what I’m hoping to see is if they allow the fans, and they have to allow the fans to contribute, and this gonna be one on one engagement, could you imagine a play, playing against LeBron.
Chuck: With LeBron.
Chris: You could legitimately kick his butt.
Chuck: With him!
Chris: ‘Cause it can’t happen on the court right?
Chuck: Exactly! I could kick his butt with him.
Chuck: How about that?
Chris: He could kick his– you could call him to kick his own butt in the game, yeah.
Chuck: Exactly, so that’s just kinda cool. I think Adam Silver, that’s a phenomenal way, a great way to help create the brand, help spread the brand, help build new fans. Awesome opportunity and I know y’all are gonna figure out some kind of way to make money on it. They’re even talking about allowing the games to be played in the stadiums on the screens.
Chuck: Why not?
Chris: That’s pretty cool.
Chuck: Yeah, I could dig it. So dig this, another one, got Twitter, got some Twitter news. Now Twitter rolled out changes to silence the abuse on it’s service. You know they’ve been getting a lot of complaints about people trolling and fake accounts and this and that, and so the company says that it will now stop the creation of new abusive accounts and offer safer search results, and collapse abusive or low quality tweets. So basically what that means is they’re putting more attention on this.
Chuck: More people who have these profiles that’s always trolling people with an egg, or no avatar, or blank bio, and all of the triggers that kinda indicate this is a spoof profile.
Chuck: They’re gonna collapse those and all those kind of one-word tweets that go out that don’t really have much value, they’re gonna collapse those, and so the good news is, if you’re active on Twitter and you’re putting out decent content, you’re not spamming nobody, you will probably get more coverage.
Chuck: And if you are going through some bad practices.
Chris: Bye bye.
Chuck: Yeah, deuces to you, and we’re not gonna be mad to see you go.
Chris: We will not shed a tear about your departure.
Chris: Or compression.
Chuck: It’s amazing you talked about Cortana, talking about what people promise in their emails, right?
Chris: Right, right.
Chuck: So they got a new bill. Right now if you were to get in trouble, right? And let’s say you did something illegal and the feds needed to check your email.
Chuck: They could just do it. Any email that you have on the server that’s older than 90 days old, they could access it, no warrant needed, nothing. They could just–
Chris: Oh I didn’t know that, wow.
Chuck: Exactly, and that’s been in place since the 80s apparently. So dig this, they just passed a new bill the other day. The new bill to update online privacy laws dating back three decades, literally cruised, according to TechCrunch, through the house by unanimous vote. This bipartisan bill known as the Email Privacy Act would require the government to seek a warrant in order to access the email of American citizens. Now the previous one was the Electronic Communication Privacy Act or the ECPA passed in 86, and that one let the government exercise warrantless searches if emails are more than 180 days old. So not 90 days, but 6 months.
Chris: Isn’t that the opposite of useful? Like if you’re chasing a terrorist, you really need to see the most recent ones.
Chuck: The new email, I don’t need nothing 6 months old.
Chris: And the old ones about your affair with whoever are not useful.
Chuck: Or expired frankly, ‘cause 6 months old, the attack probably already happened.
Chris: Right, like that’s just stupid. Interesting.
Chuck: So now they need a warrant.
Chris: Alright, good. Good.
Chuck: Yeah, thank you.
Chris: That’s something you can get excited about today. Like you’re behind that one, good.
Chuck: So lastly this here, have you heard of Facebook Lite?
Chris: Oh, that’s the process of clicking like on Facebook?
Chuck: No, not Like. LITE, Lite.
Chris: Oh Lite, I have not heard of Facebook Lite.
Chuck: I heard about it, like last year sometime.
Chris: Somebody mentioned it or something, yeah.
Chuck: But I didn’t pay it no mind, ‘cause I would never use Facebook Lite, like I need all the features.
Chuck: Right? So apparently there’s a Facebook Lite and it’s designated for people who are in low bandwidth areas.
Chris: Okay, makes sense.
Chuck: And so you don’t need all the features.
Chris: No video, right yeah.
Chuck: Facebook Lite hits 200 million users as the low bandwidth world of revenue skyrockets. Facebook’s strip down but speedy lite app is growing fast and adding countries so it can keep connecting people and building companies, business using low bandwidth world, where revenue increased 52% this year. That’s a huge increase in people, and so they’re really targeting countries, South Korea, and places in Africa, and places oversees, and different Arabic countries, and things like that, where there just really isn’t a Comcast Wi-Fi.
Chris: Right, right.
Chuck: Right, there isn’t an AT&T U-Verse, there’s only satellite or low bandwidth internet available. And if you’re on Facebook, Facebook kills my data now, kills my phone now, right? And so with video and Live and everything else, and so a Lite version that’s still connecting people, I can dig it, and apparently Facebook has made a way to make it profitable, so that’s what’s up.
Chris: Good on them.
Chuck: That’s my news.
Chris: Alright, so I have one review. This review is from Tracy Ferguson and it of course
Chris & Chuck: 5 stars!
Chris: It says, “eWebResults is fun to listen to, engaging and they offer great SEO tips. I really appreciate their help in knowing how to better improve the SEO of our small business website.” They do concrete finishing, I had a conversation with her this week. So punch in the face to you Tracy, we really appreciate you listening and reaching out to us.
Chuck: Concrete, like concrete counters, and concrete floors, and stuff like that?
Chris: Exactly, like if you wanna do a stained concrete or maybe do an epoxy over concrete, and I think it’s COConcrete.com I think that’s right, or maybe Concrete Finish. They’re in Colorado, so punch in the face to you Tracy.
Chuck: I got one PITF.
Chuck: Talking about punches in the face, this punch in the face goes Sean Wrench, he hit us up on Twitter, and so remember a few podcasts ago I gave a blank stare to POTUS, after the inauguration, how his twitter followers went from 13 million down to 3 million?
Chuck: And so apparently Sean Wrench listened to that podcast the other day. You catch up, right? But he hit us up on Twitter, he’s @seanwrench he says, “@eWebResults the @potus handle is now at 15.2 million. Just thought you’d like to know. I Heard your podcast.”
Chris: Punch in the face first for like–
Chuck: Yeah, punch in the face for you , for just listening to the podcast.
Chris: And researching and getting back to us.
Chuck: And letting us know what’s up with it, and to be honest I figured it would climb back. What we saw was a transition of users.
Chris: Right, right, right.
Chuck: That’s all we did, ‘cause at the end of the day our president of the United States Twitter is his primary method of communication, and so it makes sense for his to skyrocket higher than 15 million. It’ll probably be double that in this time next month.
Chris: Or primary method of irritation.
Chuck: Yeah, either way. And so yeah, thank you Sean for sharing that with us but kinda expected it.
Chris: Cool, punch in the face to you Sean. Alright.
Chuck: And that’s that.
Chris: That is the potatoes of our podcast, it is time to get into the meat.
Chuck: Yeah so like I said, punch in the face to Alex Kesler and the good folks over at Search Engine Journal. He posted this article “Why your SEO campaign is failing.”
Chris: Why is it failing?
Chuck: That’s a question we get all the time, people call us and say, “we want this, we want that,” and first thing we have to do is figure out why your campaign is failing. The whole profit analysis and web analysis Chris talks about is about figuring out why your campaign is failing and what we can do to fix it.
Chris: Yeah, they usually don’t call and say, “Hey, I have a really really good SEO campaign, I just wanted to let you know.”
Chuck: Yeah, no. They say, “Man, I’ve been paying a company, it sucks.”
Chuck: “And my campaign is not working, my keywords don’t show. I can’t find myself, why?” Well, Alex did a great job of listing out at least seven reasons why your campaign might be failing.
Chris: The best one is, “I’m on the first page, but I’m not getting any phone calls. I’m trying to figure out why,” and I’m like, “Are you using incognito mode when you do searches?” “What is incognito mode?”
Chuck: Oh yeah. Yeah, so you’re not really…
Chris: Um. We’ve got a long call now, we’ve got a lot of explaining. Lucy, you’ve got a lot of explaining to do.
Chuck: So his reason number 1, why your SEO campaign is failing. Number 1 he says, “Your website is outdated.” Reason number 1, your website’s outdated. He says, “A few main aspects of your website may be the cause for it to rank poorly,” and some of those aspects could be like your website architecture, or your website speed, maybe the responsiveness of it, are you– maybe your HTTPS, if it’s secure or not.
So for example the architecture, right? He says some of these “Main pages should be available from a header on the homepage.” He says, “Site structure should follow a logical and predictable order.” What he’s talking about here is ease of use. Right, he’s talking about your navigation, he’s talking about your menu, and he’s absolutely right. The pages you have, especially those target pages, those most important pages, those landing pages, they should be in the main menu. Frankly in the main nav, easy to access, easy for Google bots to understand their importance. Problem is we tend to create pages for a specific purpose and you may not put them in the main menu. Maybe you don’t have enough space in the menu, or whatever reason. You don’t want to disrupt the design you have, or for whatever reason, but those important pages won’t get the access they need and the favor they need by not being in that main menu. I would encourage you to use drop downs or maybe restructure your navigation or something like that, but the key is making sure you have the right content and those important pages that you really want to rank in the menu easy to find, easy to index, easy to access.
He also talked about speed as being one of the reasons that your site is outdated. At the end of the day he says, “By just improving the load time on your site, you may see an improvement in ranking.” And he’s right. We’ve seen this.
Chuck: Move a site to a mobile friendly layout and make it fast, and all of a sudden their ranking pops and we haven’t even done any SEO yet, and so it can happen.
Chris: Technically we have done it right? But we haven’t even done like content SEO.
Chuck: Yeah, we haven’t approached– exactly. Haven’t addressed your content at all.
Chuck: We just addressed your site coding, and theme, and layout. At the end of the day–
Chris: The fundamental. That’s even before fundamentals, right? It’s so behind the scenes, yeah.
Chuck: Yeah that just happens, done production.
Chuck: But nobody likes a slow site, right? At the end of the day, like we’re all very impatient people, and so if your site’s slow, if it’s dragging, if it’s taking forever to load, if your images are too heavy, if it’s not responsive, if you’ve got all these videos hosted on your site instead of like hosted on YouTube and embedded, and all of these types of deals, then your site’s just gonna be slow, it’s gonna be a bad experience, user’s not gonna like it, Google’s not gonna rank it.
Address your site, that was number 1, “Your website is outdated.” So update your site, and that would definitely help your SEO campaign, which is one of the reasons why with every campaign we tend to push for a redesign. Even if your site is really good, it’s not just about wanting to redo your site for the sake of redoing, it’s that we just–
Chris: Getting the coding right.
Chuck: Getting the coding right. We know that it’s easier to build from scratch with the frame where we’re already familiar with versus like getting under the hood of somebody else’s car, right?
Chris: Getting into the code, and yeah tweaking the code, yeah.
Chuck: Somebody else has been building this car and doing the oil changes and changing the breaks and working under the hood, and then you get a new mechanic and he’s like, “I don’t know what none of this stuff is,” right? Even though it’s the same kind of car he’s always worked on. Just like WordPress, there’s so many different ways to use it, so many different plugins. So a lot of these plugins are fast, a lot of these plugins are big and clunky who have great features and functionality, but make your site slow.
Chuck: So one of the things we’ve done to address having your site updated is build our own custom…
Chuck: WordPress framework, and that way all of the plugins you would normally use like pop-ups and things of that nature, we kinda built them in, and so that way our site’s super fast and we don’t have to deal with this kind of issue.
Chris: We don’t have the security holes that adding plugins typically add to a WordPress site.
Chuck: Exactly, exactly. So it’s not about– you just want to make sure your website’s updated, and we’re talking from a code perspective, but also a design perspective, right? At the end of the day if the site’s ugly, then it’s just ugly and it’s not gonna get any user activity either.
Chris: Number 2!
Chuck: Number 2, “You haven’t nailed your on-page SEO.” It’s a good reason. So first your site’s outdated, one first reason for your SEO campaign failing, second reason you haven’t nailed your on-page, right? That’s your content, that’s your title, things like that. Matter of fact he says, “Some common on-page SEO elements and best practices which you may be missing or need to update could be dragging your website down.”
Chuck: Handle the basics, right? After you’ve got that code and everything right, then look, make sure your title is keyword rich, right? Make sure your content is optimized, and relevant, and original. Matter of fact in regards to your content, I say find that sweet spot, which we’ll get into a little later, but make sure your content’s relevant. You wanna make sure that you have the right metadata and the right image are resized, and they’re optimized, and they have alt tags. You want to make sure you’re using–
Chris: And they’re named.
Chuck: They’re named.
Chris: With keyword rich names.
Chuck: Exactly, you want to make sure you’re using schema, you got all your content marked up the correct way. These are just basic SEO stuff that needs to happen.
Chris: Good URLs.
Chuck: Yeah, search engine friendly URLs, right? No underscores and spaces and funny stuff.
Chris: Question marks.
Chuck: Yeah, use your hyphens and don’t overdo it with those. Just that kind of stuff.
Chuck: Handling the basics, a lot of people haven’t had the basics handled.
Chuck: Matter of fact, the site we’ve just got, I was looking at theirs preparing for our creative call. Yeah, he got a lot of basics not right, and so I know that once we relaunch…
Chris: He’s gonna pop.
Chuck: He’s gonna pop, just going to our framework and handling the basics.
Chris: It’ll be faster and mobile and it will pop.
Chuck: Just happens like that.
Chris: Yeah, he is not mobile friendly, I know it yeah, yeah.
Chuck: He is not mobile friendly, he is not at all. So make sure you handle your on-page SEO on top of those website updates.
Chris: Number 3!
Chuck: Number 3, “You’re not building links properly.” This is a good one because a lot of people get plagued by this. They, God forbid, you know take advantage of that Fiverr deal where they can build you 10 thousand links for…
Chris: Yeah, 5 bucks for 3 hundred, 10 thousand links.
Chuck: Yeah, don’t do that.
Chris: Doesn’t even cost much.
Chuck: Don’t do that, it’s just not a good–
Chris: Until later.
Chuck: Yeah, it don’t cost much until you come to us and we’ve got a whole bunch of cleanup to do to fix your link profile, and then you come out to pocket, so don’t do that.
Chris: Hello Bryant! For checking in on Facebook Live.
Chuck: Yeah, and so you’re not building links properly. Matter of fact he says, “Beyond internal linking, building inbound links is vital for your site. It is considered the second most important ranking factor, with content being the first.” So when he’s talking about inbound linking, he’s not– internal linking was like different from page to page, post to post, page to post, graphic to page.
Chris: There’s a lot of value, you can optimize there.
Chuck: Yeah, you have to take advantage of it. It helps user experience, it helps Google understand which pages are relevant and what they’re optimized for, but he’s talking about inbound link building.
Chuck: Right, so that’s links from like guest blog posts or links from other colleagues or things like that.
Chris: Even Yelp, potentially yeah.
Chuck: Exactly, and that’s what I added here. One of the best ways to take advantage of link building, and to actually do it the right way, is go after your low hanging fruit first.
Chuck: “Oh Chuck, what’s the low hanging fruit?” Glad you asked.
Chris: I don’t know.
Chuck: The low hanging fruit is whatever niche directories that are relative to your business.
Chuck: Right, so if you’re an attorney, right? A criminal defense attorney, DWI attorney, whatever it is, then you may want to get links from like Nolo, and Avvo, and Total Attorneys, and places like that because these are lawyer-specific sites that you should have a profile on that can generate a link back to your site.
Chuck: That ladies and gentlemen, is an inbound link.
Chris: Adds value, yeah.
Chuck: Or maybe you’re a wedding photographer, or a wedding videographer, or a wedding venue even, then you wanna be in niches like WeddingWire.com and TheKnot.com.
Chuck: All of these are different niches where you can create a profile that will link back to your site.
Chris: To your site.
Chuck: Low hanging fruit, easy inbound links, and then I would suggest that you take care of your top 6 local directories: Google, Bing, Yahoo, Facebook, Yelp, and…
Chris: The other one.
Chuck: And one more, but yeah, those are other low hanging fruit that frankly you need to do anyway, but those are links back to the site. This is the best way and easiest way to start building proper inbound links.
Chuck: And as you begin to grow, and meet people, and network, then you find other like minded people who have great sites. Then you can investigate guest blogging and exchanging links and doing things like that, because there’s a relationship there. I would advise you not to just send out blind emails asking people to link to you. It’s kinda douchey.
Chuck: You wanna build that relationship first.
Chuck: “You’re not building links properly,” was number 3.
Chris: Number 4!
Chuck: Number 4, “Your content is not performing.” Good one Alex.
Chuck: Your content’s not performing, we’re talking about why your SEO campaign is failing. He says number 4 is your content’s not performing. He goes on to say, “Your content remains the most important ranking factor.”
Chuck: Content is key. He says, “You can get all other factors right, but without high-quality content, your SEO will continue to fall flat.
Chuck: Common reasons for your content not performing and ranking are several things like too much thin or short content, irrelevant content and things like that. Content is so import– What were our last two hires?
Chris: Content writers, yeah.
Chuck: That’s how important content is, like it was you know, we’re growing as a–
Chris: It may even be our next, I mean…
Chuck: That’s what I’m saying. Like we’re growing as a company and you know, outsourcing content frankly just was not the best move for where we’re at right now.
Chris: It was not working yeah.
Chuck: You know, it made sense for us to bring that in house.
Chris: Remember the Zappos book? Don’t outsource your core competency. Our core competency needs to be content because it’s the number one factor in searching and optimization.
Chuck: Yes content is key, and so when you consider having content that actually does perform, what does that content look like? Well I think content is key for a reason. Right, and so consider these recent algorithm changes, right? With places like Panda running consistently. Well then, if Panda is running consistently, you can’t afford to post some thin content, some duplicate content, some content that has no value, because you don’t have that time to wait for a new Panda refresh and then make those adjustments. Panda’s gonna catch it right now. Google’s gonna know immediately that this is a horrible crap page you just published, devalue that specific URL, and if you happen to have other crappy pages on that same site, then your whole domain could just get black listed, and so you wanna make sure– or penalized rather.
Chuck: And so you wanna make sure that you’re taking the time to post quality content. I mentioned this earlier in point number 2, that sweet spot, and so that sweet spot about your content is really understanding where your sweet spot is. I got a personal algorithm for the sweet spot.
Chris: Right, right.
Chuck: So if your content is one, original right? You wrote it, you didn’t jack it from no one, you did the research, you came up with it. It’s relevant, meaning it’s trendy, it’s on topic, it fits your business. So that’s original, relevant, and what’s my last one?
Chris: It’s yours, I don’t know it.
Chuck: It’s original, it’s relevant, oh and it’s timely.
Chris: Timely yeah.
Chuck: It’s timely meaning it’s on target with your audience. It speaks and addresses what their need. It’s timely content, it’s relevant content, and it’s original, then you’ve hit that sweet spot, and if you’re posting content like that all the time, it should rank for you. Yeah that’s what it is, relevant, original and answers the issue. Right in front of me.
Chuck: Yeah, so you wanna make sure that your content does those things ‘cause if you don’t, right if you’re just scraping someone’s site and trying to repurpose the content, it’s not gonna give you a good result ‘cause it’s not original frankly, and somebody’s probably already read that information. Google’s already indexed that information, and so what value do you bring to it? None really. you wanna take the time to make it original, add your own input into it, make sure that it addresses your audience, make it relevant to what you offer, and at that point you could be cooking. So but content, that’s one of the reasons content doesn’t perform is just ‘cause it’s not good, and content that doesn’t perform will definitely have an SEO campaign failing.
Chris: A disaster, failing.
Chuck: Yeah, it would not do good.
Chris: Number 5!
Chuck: Number 5 he says, “Your content is not converting.” So 1 was not performing, meaning it’s not ranking, not getting activity, Google’s not really indexing it. Number 2 is it’s not converting, and a lot of people don’t correlate conversions with SEO, right? Then some people–
Chris: So he says SEO campaign, right? As opposed to SEO. So that’s the difference.
Chris: ‘Cause your SEO doesn’t need conversions. Your SEO campaign needs conversions, yeah.
Chuck: Conversions yeah. You need to make sure that all this traffic you’ve been optimizing for is actually doing something, like downloading whatever you had to offer, calling whatever phone number you have present.
Chuck: Subscribing to whatever list you’re offering, you’re buying whatever you’re selling.
Chuck: You wanna make sure that your SEO is actually converting through your content. Matter of fact he says, “If your site is ranking and driving traffic, but your content is not converting, that’s still an SEO failure.” He’s absolutely right, it’s an SEO failure because you’ve generated all this traffic all this content, and your business is not growing.
Chris: That’s probably the first time I’ve ever heard that right from an SEOer, ‘cause you know, we talk about what the difference between eWebResults is, and I always use this example when I’m talking to people, probably used it three times today, you hire a great company to make a great website, and they do– that was just my wire I was messing with– You hire a company to make a great website, and they do, which really means friends, family, business associates, like it.
Chuck: Nephew, your little cousin, somebody who just graduated and they make websites.
Chris: They make and they do a good one, and everybody likes it, and then you hire somebody to drive lots of traffic to that website, and they do. So now you got–
Chuck: Yeah, you’ve outsourced somebody or some you know, in-the-garage guy, and he knows how to generate, you know he knows some–
Chris: Traffic, maybe he’s got like the fundamentals of SEO down bat, right? So he does your title tag, your meta tag, your URL structure, it’s got the cross-linking.
Chuck: He signs off at Bright Local, get your citations right and he got you traffic.
Chris: Boom! So now you’ve got a great website and lots of traffic, or what you think is a great website, and you’re not getting any business.
Chuck: Yeah, you’re still not converting.
Chris: Who do you fire? And that’s the problem ‘cause maybe it’s the wrong traffic to the right site, maybe it’s the right traffic to the wrong site, both of those will cause an SEO failure.
Chuck: Yeah, and so you wanna make sure you got one company that’s in control of all of those things.
Chuck: Which is kinda one of the things we do. It’s one of the reasons why we focus on results, it’s so we can drive traffic and pursue that ranking that eventually turns into business.
Chuck: If at the end of the day if I’m reporting to you that we moved your site to the Top 5 listing in Google, and Yahoo, and Bing, and you got you know, 5 hundred visits this month, then I also need to be able to tell you that your site converted at 10% and out of those 5 hundred visits you got 50 forms submissions. Right, I need to be able to tell you that, and if I can’t tell you that, then we need to understand why. Right, your site must convert, it’s not about just driving traffic and getting ranking, it’s about growing businesses.
Matter of fact, I would tell you this: if your content isn’t converting, right? Maybe you have, maybe you’re in that position Chris just described, you got a site, you’re getting lots of traffic, and you bang your head trying to figure out why is my site not converting. Get familiar with your Analytics, right? I love Google Analytics. Get familiar with it, go figure out which pages are being viewed the most, which pages have the highest bounce rate, that’s like people leaving. You’ll figure out what pages are exiting on consistently, right, go figure out. Maybe do a site search, figure out what they’re looking for on your site that you don’t have. So that way you can go and add that.
The point is if you don’t understand how your traffic is engaging, then you will never be able to go and address the conversion problem, because you don’t know what they’re not converting on and what they are converting on.
Number 5 was, “Your content is not converting.” Number 6.
Chuck: “Your keyword strategy isn’t working.” Good one.
Chris: This goes back to like the old mantra, right? The mantra for real estate is location, location, location, the mantra for internet marketing in general, not just SEO is
Chris & Chuck: Keywords, keywords, keywords.
Chris: Despite all the people saying keywords don’t matter anymore.
Chuck: Well keywords do matter.
Chris: Well keyword position doesn’t. What they’re saying is rank doesn’t matter, it’s other factors, and those are the factors.
Chuck: They matter, but keywords–
Chris: Impacted by rank, yeah.
Chuck: Exactly, and see the thing with keywords is, keywords have evolved, right? It’s no longer about really– well it kinda is. You still need to kinda develop your standard set, “this is the term I want to target,” but you must expand on that. You must come up with secondary phrases and second level phrases and things like that, that are still relevant to your target terms and that’s what he’s saying right here.
He’s says, “Strive to create a keyword strategy that doesn’t simply focus on keywords at high search volume. These are harder to rank for on one hand, and often have a significantly lower conversion rate when compared to the long-tail ones. Long-tail ones are also closer to, again, the user intent and the natural expression.” What is he saying? He’s saying that someone may not be going for, “AC Repair,” as the keywords you’re optimizing for. They may be looking for “How to repair my AC,” or, “What’s the best AC repair guy near me?” Or, “Where’s the nearest AC repair person?” Or–
Chris: Or, “Carrier AC repair.”
Chuck: Exactly, they may put a brand name in there. The key is making sure that your keyword strategy isn’t just focused on AC repair, but focused on all of those things and that you’re writing content that supports all of those things. Matter of fact, he goes in to talk about a hub and spoke type approach to this, and it’s similar, I’ve heard this Hubspot and I’ve heard this at Word Camp when I went out there also. Basically what he’s saying is the hub cap being your main term, AC repair and why you do it, and how your the best at it, and how they should deal with you, and then the spokes are the secondary phrases that support the hub cap.
Chuck: Right, and so if you take that kind of approach to writing your content, highlight what it is that you offer. Maybe it’s a product or service or whatever it is, and then you support that with all of the reasons why they should do it, and why they should chose you, and that sort of supporting data. Then you end up with a page of content and a keyword strategy that actually works.
Chuck: The problem is when you just, you know, kind of stick to old strategy? You get your word, you gonna write 5 hundred words, you’re gonna make sure it’s in here in this density.
Chris: 2% density.
Chuck: And then that’s it, and no that’s really not it, because frankly people may not be searching for that word, could be extremely competitive, and you’ve missed the opportunity to go after the long-tail phrases that actually have much more value and a higher conversion rate.
Chris: Better conversion rate, yup.
Chuck: And so, check your keyword strategy, right? Make sure that you’re not going after everything that’s too vague, and at the same token, make sure you’re not going after too many long-tail phrases because then you just won’t get enough traffic.
Chris: It’s a lot of effort for potentially not much out of it.
Chuck: A lot of effort, right? So you need that traffic because ironically half of the people who do search the shorter phrase probably qualify.
Chuck: Right, and so you just have to go after them also. Last one–
Chris & Chuck: Number 7.
Chuck: So we’re talking about you know, why your SEO campaign is selling– failing.
Chris: Failing, yeah.
Chuck: And the last one is–
Chris: ‘Cause it’s not selling.
Chuck: Well you’ve been penalized by Google.
Chris: Okay, yeah that’ll do it.
Chuck: That’ll do it. Look he says, “Ultimately, your SEO campaign may be failing because you’ve been penalized by Google. There are tens of reasons why you may get penalized, and the most common ones are: a Panda penalty.” Right, so that’s again, that’s content related. You’ve been scraping sites or your content’s thin, it’s not relevant, it’s duplicate, or any of those things, then yeah, you could be penalized by Panda and that page or your site can come out of the Google index. It’s not a good experience. Or a Penguin penalty, right? Maybe you participated in some link forum, you exchanged some links, you went on a ghost blogging blitz and posted the same article across 20 different sites, and they all link back with the same anchor text, yeah you’re asking to get pooped on by the Penguin.
Chuck: Or maybe a Mobilegeddon penalty, right? I didn’t see too many people affected by it, it wasn’t as big as an effect as they thought it would have, but we just got a new client who’s site’s not mobile friendly and it’s probably ‘cause of a Mobilegeddon penalty.
Chris: Right, and it’s not getting traffic.
Chuck: You’re just not mobile friendly, and so therefore with the bulk and more and more people using mobile devices and searching mobiley, Google even put out that statement that they receive more searches from the Google search app than they do from desktop.
Chuck: Right, and so if your site’s not mobile friendly, then you’re not getting that ranking, you’re not getting that click, and on mobile devices, remember algorithm– Algo Cat a few months ago was that now the listing will tell you if the site’s mobile friendly or not.
Chris: Not mobile friendly.
Chuck: And so, if you’re not mobile friendly then you’re not gonna show up in that result, and if you do show up in the result, it’s gonna tell everybody that you’re not mobile friendly, and you’re not gonna get that click.
Chuck: Don’t get penalized by Google. Oh and the last one he mentioned was Top-heavy. Haven’t seen much of these, mainly because our sites, when will have ads on them, we’re not building those kinds of sites, we usually target, you know businesses of small to medium size.
Chris: Not bloggers or people who are using that.
Chuck: Exactly, but if you’re a blogger and you’re not getting traffic, or maybe you have a form or some other type of deal where you got ads plastered everywhere, get money. I ain’t mad at you, go for what you know, but just understand that too many ads above your fold and in your sidebars…
Chuck: Will Top-heavy penalty and Google will penalize you for that, and that can make your SEO campaign fail, and so don’t do it.
Chris: I’m a little surprised you didn’t mention, your website’s been hacked, ‘cause that’ll absolutely destroy your SEO.
Chuck: So a couple other reasons, those were his Top 7.
Chuck: Chris added number 8, “Your website got hacked,” right?
Chuck: And if your site’s hacked, even if you have great content, great SEO, great looking website design, if your site’s hacked…
Chris: It will not work.
Chuck: It will not work.
Chuck: Google’s gonna ban it, frankly people are gonna get errors when they try to pull it up, and worst case scenario, they have a horrible experience and they come to you for AC repair and your offering them Cialis or Viagra or whatever your hack was.
Chuck: Right? Or God forbid, you know they have the Trump hat going on during the elections.
Chris: Oh that was…
Chuck: And so, you know. Yeah, a hacked site that was his number 8. I’ll give you another one, a number 9. Another, number 9 reason why your SEO campaign is failing, how about bad links? He said, and correct me, how about just the wrong links? Going through–
Chris: And it doesn’t necessarily have to get to the point of a penalty, right?
Chuck: Yeah, it just this link is not relevant.
Chuck: This link is coming from a site that’s on a sucky server, there’s another good one, your technical stuff.
Chuck: Right? Maybe you’re on a shared server, and so you’re sharing your service space with some really spammy sites.
Chuck: And you will be affected by that. That’s for all my people who may be using GoDaddy shared service right now. It’s cool, I used it for a couple personal sites, but if you can afford a dedicated one, get your own.
Chuck: Especially if you’re trying to optimize and drive business ‘cause you don’t wanna have to deal with the fact that person use all your block, if you will. Their house is just, their yard needs is crap and it’s driving your property value down. That’s a great analogy.
Chuck: Right there, that’s a good one. So yeah, you wanna make sure that you’re not doing those things, right? To have your campaigns not failing.
Chris: We can host your site too.
Chuck: Yeah, we can do that.
Chris: I mean send it over to us.
Chuck: And punch in the face to you man, Alex Kesler, great article, “Why your SEO campaign is failing.” He gave 7 good reasons, we probably could’ve added 7 more ‘cause we deal with this all the time, but yeah, pretty good article.
Chris: Good article, and I tweeted him, so hopefully he’ll reach out to us, so good stuff. Do we have any What News?
Chuck: No What News.
Chris: Alright so, if you liked this podcast–
Chuck: Well, I kinda had a little What. This is more not What, just really more like amazing and a punch in the face to Jay Z.
Chuck: You know I’m a huge music fan, huge rap fan, and so Jay Z started Tidal, music streaming service.
Chuck: Right, for $56 million.
Chuck: A few years ago. He just sold one third of the company to Sprint for $200 million.
Chris: Wow, that’s awesome.
Chuck: Punch in the face.
Chris: Punch in the face to you.
Chuck: So he grew Tidal, and that’s why I’m bringing this ‘cause Tidal was all about internet streaming, digital music. Invested $56 million, grew it to $600 million, and then sold off a third for $200 million. Yeah, I can’t be mad at that Jay Z.
Chris: That’s awesome. Hey Manny, we see you checked in on Facebook Live. Thank you for joining us. So we’re gonna ask you to do, not you specifically Manny, but we would encourage you to do three things, or one thing three times, and that’s just share this podcast. If you liked the podcast, you get some good information out of it, go ahead and share it with three people, and then of course, make sure you like our Facebook page and all those good things.
Chuck: Share with three people, preferably business owners, preferably people who could benefit from this type of content. If you’re on Twitter just add them, you can add us in it also, that’d be kinda cool, I’ll retweet that and follow you guys back. If you’re on Facebook, just share it. Tag your favorite three companies, favorite three people and share it that way, but either way, we’re just trying to help spread our podcast.
Chris: Spread the word, thank you.
Chuck: Thank you so much.
Chris: Alright, if you’re interested in growing your business with the largest, simplest marketing tool on the planet–
Chuck: The internet.
Chris: Call eWebResults for increased revenue in your business. Our phone number is, 713-592-6724. We have a program called Instant Leads.
Chuck: Leads, leads, leads…
Chuck: Teed, teed, teed…
Chris: You gotta enjoy that because, not just the echo, you gotta enjoy understanding that you can come to a company and get leads instantly, guaranteed. It’s focused on pay-per-click, it’s focused on landing pages. The reality is if somebody searches for something that’s relevant to what you offer and they see an ad with a call-to-action in the ad that’s relevant to what they search, and they land on a page that has that call-to-action with that thing that they searched, there should be action taken.
Chuck: Yeah, you should get the conversion.
Chris: And that’s what we focus on. So you’re buying the traffic, of course it’s instant, it’s pay-per-click. As soon as we get that campaign up and launched, it’s instant and we’re driving them to a highly targeted landing page that’s designed to get results, Instant Leads.
Chuck: Not only that, let me just sprinkle this on there: and managing it.
Chuck: So this is not like I setup this page, create a campaign in AdWords and Bing, add some budget and set it and forget it. No, we’re gonna create the campaigns, add that budget to AdWords and Bing, and then manage this. Let’s look at this weekly, let’s make sure that the ad is spending that you’re getting the right clicks, that you’re getting the right conversions, then we’re gonna talk to you, “Hey, we noticed these conversions came in, were they good? Were they qualified? How did they pan out?” And we make those adjustments. It’s a very phenomenal campaign, we got a couple clients on it right now, doing fairly well.
Chuck: Take advantage.
Chris: Alright, let’s see. If you have a referral, that’s somebody who’s interested in anything that we talked about on this podcast.
Chris: Website– I had–
Chuck: Website design, search engine optimization–
Chris: No no no, get this! I was on the phone the other day, it was yesterday, and the guy I was talking to a little bit about our pricing, it was like, “So let me understand this, should I go get my website made and then come to you?”
Chuck: Got to shoot the phone!
Chris: Oh no! Oh no, that’s the last thing you wanna do, ‘cause you’re gonna go get it made, and frankly probably have to redo it. No. So starting at website, you were listing it.
Chuck: Yeah, website design, search engine optimization, pay-per-click management, social media marketing, email marketing, Instant Leads is what we talked about. We’ve got a whole gamut of digital marketing services for you, or your clients, or your referrals.
Chris: Yeah, it’s awesome. That’s our program Instant Leads.
Chuck: Leads, leads, leads…
Chris: Hey, if you’re in Houston make sure you go to UpSocialNetwork.com, come to one of our networking events, it’s a great way to network your business and get content for your business. I’m just gonna leave it like that today. I’m gonna repeat it though, network with other businesses ‘cause you should be doing networking, and getting content for your business while you’re networking. I know it may not compute for you, show up and you’ll find out how.
Chuck: It should and here’s why, and I’ll give you this quick elevator pitch on why you should and how it’s gonna compute, ‘cause every business out there needs more social activity and you need more networking, and this is the easiest and fastest way to not only network with other business owners who can likely become partners or even clients of yours, but to get the social engagement necessary to help you grow your social presence. Like videos, and likes, and shares that happen automatically just for participating, not to mention, we boosted for you.
Chuck: On top of all of that, we’ll boost your content. So, take advantage of it, UPSocialLive– Go to UPSocialNetwork.com, go check out the next ones, they should be next week Tuesday and Thursday?
Chris: Yeah, next Thursday is at Tulane University, and you might wanna check it out even if you’re a podcast listener ‘cause we just started, we’ll be broadcasting on TV. That’s a yes, it’s a networking organization broadcasting on TV, Houston Local Channel, and Nolan put together, he’s the founder of UP Social Network, he put together, it’s called The Setup, and it’s pretty awesome. It’s about promotion for a business that deserves the promotion that they’re getting. So really cool.
Please remember we are filmed live here at 5999, West 34th Street, Suite 106, Houston, Texas, 77092. You guys have made us the most popular internet marketing podcast on iTunes. Before I finish that, if you want a transcript, video, or audio of our podcast you can find it at eWebResults.com. You guys have made us the most popular, thank you so much, thank you for your reviews, thank you for connecting with us, thank you for sharing the podcast with other people.
Chuck: Appreciate it.
Chris: We really appreciate it. Until the next podcast, my name is Chris Burres.
Chuck: Charles Lewis.
Chris: Bye bye for now.
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