EZMarketing – No B.S. Strategies for Effective SEO Seminar (6/7/19)

By | August 12, 2019


What we’re gonna talk about today, what
we’ll hopefully learn about today, what SEO is and why it’s important, how search
in general has evolved over the years. Who’s been involved in digital marketing
for at least three years? I see a show of hands. Who’s been involved in digital
marketing for at least five years? Ten years? How about going back 15, 20, years,
the dark ages of digital marketing, it has evolved constantly in that time-frame, and
I say this and I say I didn’t mean it, if you are an expert today, you won’t be an
expert six months from now if you don’t continue to learn. If you were an expert
six months ago, you’re not an expert today, you’ve got to always evolve, you’ve
gotta always, you have to always change, it’s constantly shifting, we have
to keep betting – getting better and better and if you’re not getting better
and better, who is? The competition. You’re exactly
right, Eugene. So, the bottom line is and we talked about this last time, you don’t
have to be the world’s greatest expert, you don’t have to be the leading
authority on SEO, one thing we want you to do today, just come away from this and
be just a little better or even more importantly, be just a little better than
your competition. If you do that you’ve accomplished a lot. What we’re also going
to talk about, what do you need to do in order to do SEO well? A lot of people do
SEO, it doesn’t mean they’re doing it well. Also, what are the basic foundations
of strategy? Just like anything else in marketing it starts with a strategy,
you’ve got to have a plan, can you not have a plan and do well? Yeah, mistakes
happen all the time, people win the lottery every day, I
wouldn’t bank on it though, I would focus on doing things well, having a strategy,
making sure it’s not a mistake, if you do a good job, and then, basically how to
track, how to measure SEO, and lastly, we’re gonna ask you to keep an eye for
that icon, it’s BS myths and misconceptions about SEO. Does anyone
know what BS stands for? It’s bovine stuffing, all right, we’re
gonna refer to it as bovine stuffing so, we’re – I was talking to my kids, I have
twins that are in seventh grade, and I’m saying look I need a g-rated version of
what BS is because we’re saying BS I don’t – I don’t think we’re offending
anyone, if we are, I’m sorry but, it basically means things that people have
been feeding you, people have been telling you, they may be telling you ‘oh
you wouldn’t understand this’ or ‘it’s complicated’ or ‘we can’t do it because it
costs too much money’ or ‘we’ll never figure it out, it’ll never work, it’s
snake oil, I tried it, it didn’t work’, BS. SEO is another marketing strategy to
help you improve and everybody can figure it out, everyone can do it to an
extent or if you can’t do it, you need to learn what questions to ask of the people
that are doing it to make sure you’re getting the most out of the mon – out of
the money you’re spending or the time and effort you’re investing in SEO. So,
what is it? SEO is the practice of increasing organic, which is non paid
traffic from search engine results, it’s convincing search engines that you have
the best and the most relevant answers to your audience’s question. The bottom
line, when you do a search, Google is the Grand Poobah, Google generally decides
where that search is going to go, whether it goes to your website or whether it
goes to someone else’s, in the grand scheme of things
does Google care if they send someone to your website or your website? No. What
does Google care about? Google cares about Google, you’re absolutely right,
yeah, what – what we’re you gonna say? Alright. That you like them, that you use them,
what else does Google care about? Google wants to do it right,
Google wants to make sure that they send someone to the most relevant search, why?
Because if Google doesn’t have trust, if Google doesn’t have authority, if Google
is getting tricked or Google’s messing up too many times, are they going to be
number one? So Google doesn’t care who they send them to, they care that they
sent them to the right people. Your job in SEO is to convince Google that you’re
the right people. If you – if someone’s doing a search and they want something
that I do, I’m the right person to send them to because I’m going to take care
of them, I understand where they’re coming from, I understand their needs, I
understand their concerns, I’m the guy or I’m the website that can solve their
problems. Does that make sense? It is really just that simple. Now, it’s a
complicated way to get there, there’s a thousand things to do, does anyone know
how many, sorry if I’m gonna leave my water here, is this okay? Alright, um, I
know, I like to live on the edge okay,. How many items does Google look at before
they determine where a search is going? Anybody? An idea? Google has over 200
items that they look at before they determine a search, and how quickly do
they determine that search? Microseconds, so, they have formulas algorithms and it
can get complicated but it still comes down to doing certain things well. Our
first BS icon, SEO is just Google Ads, okay, I’ve heard that from a lot of
clients over the years, we talk to people and we talk about SEO and we
talk about ‘look, you’ve got to have SEO’ and people say ‘I did SEO, it didn’t work’.
What they did, they did Google ads and Google ads is another word for what?
Search engine marketing or pay-per-click. Google ads and pay-per-click are
synonymous and remember when you talk about, now pay-per-click helps you, okay,
it helps build authority, but it’s not SEO. SEO is non-paid and it’s organic, it
means that it’s going to show up in the search and no one had to pay for it,
it was what Google determined to be the best answer for that question and Google
Ads don’t help your rank, they’re not going to help with ranking to
get somewhere, they help with authority, they’re helpful, they’re good, they’re
useful, they have a role, but they’re not SEO. Just to be clear, so when you see
that BS or next time someone says that, tell them it’s BS, telling me ‘no don’t do that’,
tell them you heard it right here Chris DeMeo says it’s BS, okay,. Other BS, ‘SEO
isn’t necessary, oh my gosh, all you need to do is put up a website, if you build
it they will come’, there may have been a time where that was okay, there may have
been a time in the dark ages of just a few years ago where if you were somewhat
unique, if you built a site, people would find you. Why is that not the case
anymore? There are just too many websites out there, there are too many
people that do what you do, there are too many competitors out there, there are
over 1.6 billion websites today versus a mere 17 million in 2000. Back in 2000 we
said ‘oh my gosh, there are 17 million web sites’, that’s nothing. Today, 1.6 billion,
how are they going to find you? Why is SEO important? Because Google
alone gets 63,000 searches every second as long as it took me to say that there
were, I’m not that smart in math, 3 times 63,000, okay, 189 thousand searches in
that amount of time. 89% of customers begin their buying process with a search
engine, and twenty times, SEO provides 20 times more traffic opportunity than paid
search. People ask all the time ‘should we do paid search or should we do SEO?’.
What’s the answer? Who said it? Both, if you can. They both have a place. What do
people trust more in general? SEO, because SEO is supposed to be unbiased. SEO isn’t
who paid the most or who positioned themselves best, SEO is who had the best
answer in the eyes of Google, so generally it has a little bit more
credibility, not always, but generally and if you can do both, to your point, that’s
the best way to do it. So, the evolution of Search.
Search has changed quite a bit over the years. Again, who’s been doing this for
more than 10 years? Lisa, you and I have for a long long time, not – not that long
for you, a long time for me, right. Well, she was just a kid when she started. Question, who’s responsible, like they are
the people that actually do the SEO, they actually do the work on the website,
they’re actually doing the posting thing, things like that, who are the doers in
the room? Can I see a raise of hands? So a good amount. Who is the person that is
responsible for checking to see that it’s done, putting together strategy,
reporting to the board, who’s on the – the management end of that? So, 50 – and some of
you were both, I saw some of you raised your hand both, okay. Years ago exact
keywords were the way it is, nowadays its semantic intent and let me be very
clear, keywords are important but keywords are not the end-all be-all,
keywords are basically the starting point, they’re the compass, but the intent
is really what matters and there’s many things you can do, excuse me, to help you
with that intent so, 15 years ago if you wanted to come up with an Italian
restaurant you had to be so specific and you had to have these specific keywords,
you had to say ‘best Italian restaurants plus five stars plus Lancaster PA’ if you
wanted to find a five-star Italian restaurant in, in Lancaster County and
that’s how we had to search, if we wanted to find something that specifically. Five
years ago, we thought we had it all figured out, ‘oh my gosh, best Italian
restaurants’, and Google had all kinds of things figuring that out, Google keeps
getting smarter and smarter, all you had to do was that and it would show up. Now,
what do you have to do? Best Italian. Why? Google’s starting to figure out what it
is you want, okay. That doesn’t mean that we as marketers
have it so much easier now. It’s gotten more complicated because we
have to make sure that we support that and years ago, who remembers the days of
a company would come to you and say ‘look, I’m going to guarantee you’ll be on the
first page of Google and I understand the formula, I used to work for Google’, I
heard that a thou- ‘used to work for Google so I know exactly how this works
and all we need to do is keyword stuff and we’re gonna put this word in here,
this word in here, we’re gonna hide word – in your hide words in your text, we’re
gonna put it in the pizza’, does anyone remember those days? Does that work today?
What happens if you do that today? You get penalized, they put you in the
penalty box, Google says uh-uh we figured that out, you’re not gonna do it so,
anyone that’s telling you they’ve got it all figured out and all you need to do
is stuff these keywords in there, is not helping you, they’re gonna hurt you. Again,
back in the old days it was all about, you used to put all these keywords in
and you wanted to rank in these blue bars and that’s what it was all about,
how many blue links can you get in there? Nowadays, its position zero and the
difference nowadays is you don’t have to try and get in that blue bar, it’s not
about how many – how many search links do you get, it’s about knowledge packs,
it’s about Google Maps, it’s about snippet, smart content, these are all
things that help support your SEO. Does everyone recognize that from searches?
That’s how people are finding what they’re looking for nowadays. Then versus
now, back in the old days it was all about the desktop, now it’s about what?
Mobile. What does Google look at first as a rule? Mobile. Google’s going to see
what’s going to be a good – good result and search depend on where you are, what
device you’re using, and more than half of Google searches nowadays are on
mobile devices and what’s making a huge charge for that? Voice search. Why? How do
you look for things nowadays? How do you figure things out? How do you ask
questions nowadays? Who has Alexa in their home or something like that? Who
uses voice on their phone when they’re driving? Lets
hope you are, let’s hope you’re not doing anything else, okay, more and more that’s
continuing to expand. In the old days, too, it was just all about who’s gonna rank
number one on Google. Now understand, I’m not saying that you don’t have to rank,
I’m not saying that you don’t have to show up in searches, I’m saying that it’s
not the number one factor. People tell us all the time ‘well, I talked to a company
and they guarantee me I’m gonna rank number one on Google’, you’re gonna rank
number one for what? It’s not so much about what kind of keywords am i doing
to get number one, it’s about how easy is it for the right audience to find you
and what information did you put in so that you could be found, and here’s the
thing, no one can guarantee rankings on Google, all right, has anyone in here ever
heard that? Who’s been solicited and someone said ‘I guarantee you’ll be
number one on Google’? How many people think they got a phone call from Google?
Because it happens all the time, people call me up and say ‘well yeah a guy from
Google called, he wants to charge me X amount of dollars to do this, this and
this’. Can I fill you in on something? Google does not call, Google will not
call you, Google will not call or solicit, Google is not the one telling you ‘pay me
two hundred and fifty bucks a month and I’m gonna straighten this out for you’,
it really doesn’t work that way. It’s the same as if the IRS were to call you and
say that, they don’t do it, okay. Talking about SEO, there are certain things that
you need to have to produce SEO. Who feels they have a really good website?
Can I get a show of hands if you think you’ve got a great website? It’s okay to
say it, I’m looking to see if any of my clients are in here, okay good. Okay, yeah,
right, we’re building one so you’ll let me know. One of the best prerequisites you
can have for – for SEO, to be found, to be relevant, is a good website. So, if people
are telling you that, if you’re approaching people about SEO and they’re
coming back to you and they’re saying ‘look, I’m not going to get good results
for you on SEO’ or ‘I’m sure I can get good results for you on
SEO unless we redo your website’ or ‘unless we make changes to your website’,
please don’t think that someone’s just trying to take you, please don’t think
that they’re just trying to produce a bill, create something that doesn’t exist.
A good, and I guess I should change the slide, a good website is a very good
prerequisite to doing SEO. Why? Because it needs to be well designed in order to
rank effectively, it has to function properly, it has to have a good user
experience and that’s before we get to anything else. Google does look at that
and they do take into account good user experience. So again, I think we talked
about, is anyone in here someone that attended our website presentation? A few
of us, okay. In that, we talked about how you’ve got to have the best website you
can have, I’m gonna say it again, you don’t need the world’s greatest website,
you don’t have to spend a fortune on your website necessarily, you don’t have
to have a second mortgage taken out for you to get a website but you’ve got to
have the best website you can afford to have, and if nothing else, if you’re not
investing, invest in your website first then everything else follows suit
yes you have to promote it but you’ve got to start with a really good website
first. Another thing too, we hear this all the time, when Google calls, Google’s
telling you that, what we’re gonna do is you pay us a couple hundred bucks, and
again, because we’re friends with Google because we know Google, I have to find my
water, we’re gonna submit a- we’re gonna submit your site to Google so they know
where you are. Let me say this, Google crawls th- Google crawls the web
frequently, Google knows you’re there and you should help Google, again, don’t get
me wrong, I’m not saying you shouldn’t do anything, but it helps Google by
submitting a sitemap and you let them know ‘hey look, something has changed on
our site, you should crawl this’ okay, and if you need help with how to do that let
us know we’re happy to help with that kind of stuff but, here’s what you need
to remember, and people say ‘well, Chris you just said that
Google knows I’m there’. Just because Google knows you’re there,
doesn’t mean that Google is going to pay attention to you, all right.
SEO is getting Google to pay attention to you. Another prerequisite. You’ve got to have
good content, you need to provide answers and solutions to what your audience is
searching for, okay. How do you provide good answers, good
solutions, how do you pose those questions, how do you offer solutions?
It’s in your website copy, it’s in your blog posts, show of hands who – who for
their company blogs frequently? A few of you. Raise your hands high if you’re doing it,
you’re doing a good job, congratulations. What does frequently mean? Lisa, how often
is frequently for – for Kitchen Kettle? Three times a month,
okay, good. Anybody else, frequently? Once a month, a couple times a month, okay, good.
So, content means images, video, blogs, information on your website, you’ve got
to be able to have that. Why? SEO needs good content in order to be found, it
can’t be one or the other, good content needs SEO because what good is having a
great story if no one hears it. SEO helps that good story be found. The other end
of that is okay, you can be found, you can be found for what? You’ve got to have the
good content to put it out there. Yes. Yes. Yes.
Good, great question. Google will find you usually in a couple weeks,
sometimes it finds you quicker than that so we just we generally recommend if
you’re making changes, submit the sitemap, and you submit that through Google
Search Console, so you go into your Google Search Console and you let them
know ‘hey, we made these changes, here’s what they are’. I would say when you make
a significant change to your site. Do you disagree with that?
Am I on target with that answer? Right. Anything that you think is ‘hey, people
should know this and it’s important’, that’s your that’s your gauge. Had a
question over here? Kelli, a free tool for generating a sitemap? We’ll follow up with that, if you
would, just make sure Kelli has your information, we’ll follow up. Good, good
question. Put it this way, I’m sure there is because there’s a tool for everything,
just like ‘hey, there’s an app for that’, there’s a tool for that somewhere, okay,
and thanks for asking that question, now we have to get a little smarter, so good.
Oh, was I here? No, I’m here, okay. What helps with content? Social media helps
with content. Those of us that were at the last seminar, we talked about social
media, we talked about all those good things, okay, you want to use social media
to promote your content and to get more traffic and links back to your website.
One of the things we’re going to talk about is how do you get backlinks, how do
you get other sites to connect to your sites, how do you get people that are
somewhere else to be directed back to your website? Social media is a great way
to do that and Google indexes or Google pays attention to anything that’s public,
okay, and just like any other website, social media
helps with that so, is social media directly SEO? No, but
social media helps you build authority with Google. Strategy. Obviously before
you do anything we recommend have a good, solid strategy, again, not to put everyone
on the spot but I just want to get a feel for it. Who feels like they have a
good strategy when it comes to their SEO? My guess is I’m gonna see some of the
same hands. Who feels like they’re doing SEO but they have no strategy? Anybody
want to be brave or bold, and thank you, thank you for your honesty, and who here
isn’t doing anything to do with SEO and I don’t know what the heck it’s all
about but I hope to learn something today? Good, and again, thanks for your
honesty. Again, strategy is a road map, strategy is
a way to help you get where you’re going, could you get there without it? It’s
entirely possible, but a good strategy helps you get there, where you want to be,
when you want to be there and in a fashion that’s – that’s expedient okay.
Here’s another disclaim or BS statement. SEO is like snake oil. Yes, there are
spammy SEO services out there, there are, and when I say spammy they’re, you know,
people are using some blackcat strategy, people are doing things that can get you
in trouble, people that are making certain
guarantees about it, no one can guarantee how great you’re gonna do with SEO. No
one can guarantee you’re gonna appear on the first page, no one can guarantee that
every time you do something it’s going to be golden, but what you can do is put
some things in place to help your success grow, okay, and all the ranking
factors and algorithms are complex, anyone can understand the basics of good
SEO, I want to just stop for a minute. The biggest BS statement of all regarding
SEO is that if you’re over 30 you don’t understand it. All right, and I’m not
gonna ask for a show of hands I’ve already insulted someone without meaning
to, okay, yes you can understand SEO if you’re older
and I need you to understand one thing, what is SEO? It’s marketing, it’s simply
about doing the right things to get the results you’re looking for, it’s about
telling the right story to the right audience at the right time, it’s using
all the tools available to make that story available, it’s using all the tools
available so that Google thinks that you’re the best person for the job, okay.
So, here’s the thing, I will never be, big surprise, my – I will never be a code
writer, I will never be the guy who’s going to go in there and and make this
stuff happen, but what I can be, what you guys can be, you can be the people that
ask the right questions, you can be the people that understand the basics of how
it works so you can say ‘what are we doing to rank on this page?Tell me how
this – tell me what we’re doing here to get people to find us.
Show me what we’re doing so that this page lets everyone know that we’re the
right people for this job’, and so, if you’re that person we’re going
to give you a couple things to help with that and you don’t have to learn it all
overnight but learn a little bit. If you’re the people that are actually
doing the work, that are actually putting the, the, the program together we’re going
to give you a couple things to just have you check yourself and make it that much
better, all right, is that fair? If we do those two things I think we’ve
accomplished a lot, and if we don’t get all that from this presentation,
pick up the phone, shoot me an email, we can sit down and talk about it, okay, It
starts with, how does – how does strategy start always? With what? I’ll give you a
clue, it’s on the board, research. The first thing we do with strategy is we do
some research, we need to know what we’re gonna build a strategy around, why we’re
gonna do it, what’s important, okay,. This is a BS statement but I want to be
careful about the BS statement. Keywords are the key to winning at SEO, it’s all
about just having the right keywords and then just stuffing them in, make sure if
you’re gonna rank for real estate Lancaster County you put that in
everything you write and you say ‘real estate in Lancaster County is really
good. Real estate in Lancaster County was started by
Eugene Hoover back in the 1930s. Real estate…’. It’s not about keyword stuffing, I
know, did I – I did it again, okay, I meant the
1940’s, 50’s, 70’s. Making friends everywhere I go, okay. SEO is not
just about stuffing exact keywords into your site as often as possible,
there was a time people tried to do that and they got away with it for a couple
years and then the whole world came crashing down on those people and they
were put in a penalty box and – and they suffered for it. It doesn’t work number
one, number two, it’ll get you in trouble. Keywords, again I want to be clear though,
keywords are important but it’s not just keywords. Keywords are the compass that
sets the direction for your SEO. Keywords are important, keywords are part of the
strategy, but it’s building proper content around those keywords and then
making sure you put it in the right sources so that they get found. This is
an exact replica of my brain. Kelli had told me when she did this, and I made
that comment, that it’s a walnut and I said ‘yes, it’s an amazing coincidence’ so.
Start with understanding, know your customers, know your business, we start
with the customers. Who is your audience? We talk about strategy, what do you need
to know? Who’s your audience? What keeps them up at night? What are they – what are
they searching for? What kind of problems are they having? Then the bottom line is,
how do you build a strategy around knowing these things? What comes next?
Okay, I know what keeps you up at night, I know what your problem is, I know what’s
important to you, now what should I do? I’m looking right at you, what should I
do if I know what people’s problems are and I know what’s keeping them up at
night, what should my strategy be? How is it? Eugene? Yeah! How is it that I can help
you? What can I do to make your life better? What is it that I can do
to solve your problem? What is it that I can do to answer your questions? What is
it that I can do to make your life just a little bit better or more rewarding? So,
that’s part of my strategy, what’s the next part of my strategy? I have all the
answers, now what do I do? I need to put them in a place where people can find
them, I need to make Google understand that ‘hey, I’m the right person that can
answer these questions, I know what’s keeping people awake, I know I can solve
their problems, I know I can make their lives better, now I need to make that
information available so that people can find it’, so that when Google looks, here
it is, these are the guys, it’s really, it’s finding out what the pain is,
showing how you can solve that problem and then making that information
available, that’s SEO. Number one, start with where do you find keywords? People
ask that all the time, how do we, you had asked what’s the best tool to use to
find a site map, what’s the best tool to use to find the right keywords? Start
with basics, start with Google autocomplete, start typing in what you
think people are searching for and see what pops up. There’s also sites called
Answer the Public and what that is, that is an answered, if you look at a specific
topic on Answer the Public, it lists almost every conceivable question that
people will ask about that topic. What else can you do? Back in the old days we
used to do competitive analysis, we used to check on the competition, it’s never
been easier tha- to check on the competition than today. So, go on, go do a
little research on the competition, see what pain they – see what they’re solving
for people, see what questions they’re posing. Then, do a little research, refine
it. Tools you can use. Google Keyword Planner.
You’d asked about a site map tool, Google has a great tool, that’s – that’s free
right? Google Keyword Planner is free. Uber Suggests is free and then there are
reports like SEMRush. SEMRush reports, they cost money, and
Ahrefs. They’re reports that cost money too. I think for
both SEMRush and – and Ahrefs, you’re gonna pay about a hundred bucks a month for
those, so it depends on how important it is for your – your company. You guys are
laughing back there, I either did something stupid or did something right.
E- either one’s a stretch, okay, but the bottom line is to decide what’s
important to your business, whether or not it makes sense for you to spend
money on this or use the free tools, but either way, put a little time, effort and
energy into it, it’s going to be worth your time in the long run. When you’re
putting information together think about people’s search intent, and what I mean by
that is think about the last thing you searched for. Why were you searching? Okay,
does anyone want to be a volunteer? Sir? You had a need, so what was the last
thing you searched for? Do you remember? Car part, so what was your need? Chris I
needed a car part. Was it a specific car part, like for an antique car, you’re a do it
your- okay, so you had a need. Anyone else? What what was the last thing you searched
for? Anybody? Yes. Who’s the next Joker, and what were you looking for, what was the
intent of the search? Actor’s name, you wanted to find something out, you want to
know something, okay. When people are doing a search they generally have an
intent to do a couple things. They either want to know something, they want to do
something, they want to go somewhere or they want to buy something, all right, we
don’t need to make it more complicated than that, so when you’re doing, like, when
we talk about SEO we’re trying to figure out what are people looking for and how
are we going to solve that problem. Example, if I’m searching for ‘who is the
strongest Avenger?’ I want to know something, in your case you wanted to
know who the Joker is gonna be, if I’m doing something like if I search ‘Regal
Cinemas Lancaster’ what do I probably want to do? Yeah, I want to take out a
small loan take my family to the movies, okay. If – if
I type in ‘Avengers comic subscription’ what do I want to do? I’m sorry, I
answered the question, I’m looking to do something, I want to subscribe, I want to
get in a little trouble with my wife for spending money needlessly, okay. What
about if I want to buy? I go a little bit deeper than that, I do ‘Avengers showtimes
near me’, why? Because pretty much if I’m looking
for showtimes what do I want to do? I’m done searching, I’m going to the movies,
I’ve gotten my loan, I’m ready to go, my kids gave me the green light to see the
movies, here we go, okay. Think about it when you’re doing strategy, what’s the
intent? What do you want people to do? Why are they looking and how can you help
them with that? Strategy too, focus on long tail keywords. What do I mean by long
tail keywords? Break it down. I’m gonna come on this side of the room, I spend
too much time over here, okay. Short tail keywords, give you an example, if you’re
looking for just one specific thing, I’m looking for SEO, I’m gonna type that in,
there’s roughly 10,000 searches a month for something like that because it is – it
is just specific. I want SEO information. If I’m looking at something like, or if
I’m looking at a middle tail, that’s two to three word phrases, there’s a thousand
searches a month for this, that would be I’m looking for an SEO company. If I’m
looking at something that’s a little bit more broad, I’m looking at a long tail
that’s three or four word phases, that’s a thousand searches a month, it’s getting
much more split, I’m sorry, less than a thousand searches a month – a month, it’s
getting much more specific. I want small business SEO services, if
I’m looking for that, I’m starting to narrow things down, okay. When you talk
about, and I messed up the, when you talk about short tail, I apologize, there’s a
lot more than ten thousand searches a month. When you get to middle tail it
narrows down to a thousand searches a month,
when you get to – to really long tail, it’s less than a thousand searches a
month so you’re starting to narrow things down. One or two words basically
makes it a big broad universe. When you start narrowing it down to certain
things, that starts to eliminate the tire kickers, okay, so long tail
essentially is where you’re starting to narrow it down and people are more
specific, so it depends on what your goal is, do you just want a lot of traffic? Are
you starting to cast a really broad net to see you can hook? Are you starting to
really narrow it down to look at people that are searching specifically for your
business? So, sorry, I butchered that, are we okay with the definition of this? Okay,
and what makes a good keyword. Good keywords should be relevant to your
business, good keywords should have fairly high search volume so there’s
more potential traffic, whenever possible, a good key – a good keyword has low
competition and you want to look too, take into account, what’s the cost per click,
meaning are people willing to pay a lot of money for it? If they are, it’s
probably a fairly valuable term and if you’re doing an organic search with a
keyword that has really high commercial value that’s probably a pretty good one. We’re gonna talk about on-page SEO here,
and I’m going to, again, we’re gonna get a little specific, we’re gonna talk about,
we’re going to show you an example of a client that we work with, we’re going to
show you what some of the coding looked like, looks like, we’re going to show you
what the search – the search engine results page looks like and we’re gonna
show you what it looks like on the actual page. I’m gonna say this, if you’re
someone that has never looked at code before, if you’re someone that doesn’t
really know how this goes, please don’t – please don’t just gloss over and say
it’s just too much, we’re gonna try and break it down very simply and I’ll go
through it quickly so, I’m gonna try not to put people to sleep. If you’re someone
that is in there making the coding on this someone, that’s putting in the
keywords, take a look at it, if we can give you one or two tidbits here, great,
okay. One of the things to, again, just remember SEO is a very detailed process,
but essentially it’s doing a bunch of things correctly, it’s following a
process, it’s making sure that you put this process together and you do all
these parts correctly, okay. So, ah, we’ll go to this, I was gonna refer the
other slide, that’s okay. This is a client of ours, River Valley Recreation, these
guys, among other things, design playground equipment, they do it for
municipalities, they do it for big buildings, they do it for playgrounds.
When – when we talk about this and you’re looking at doing a search result, like if
you’re typing in, looking for playground equipment, this is an example of what
comes up, these guys are ranking number one because we’re doing a lot of things
right, they show up for this, okay, so this is what you’ll see when you do a search,
okay. When you click on the page, when you click on that link, thanks Kelli, this is
the page that will come up, okay, and again, what’s right across the
heading? Playground planning and design services, okay. Can we go back to the
original slide? We’re going to talk about a couple things.
Title tags, ah, title tags is the page – is the title page that appears on the SERP,
which is a search engine results page, it’s right at the top of the web browser,
okay. If you want to know, like if you’re on your website and you want to know
what that is, what’s in there, what it looks like, all you need to do, does
everyone know how to do this? All you need to do is go to any white space on
your web page and right-click it, alright, who’s done that before? So a bunch of us,
for those of us that haven’t, this is all you do. Go to any white space here and
click on it and this is what comes up, it says view page source, a bunch of
different things. In viewed – in view page source, this is essentially the code,
bless you, this is essentially the code you look at
and this is, if you want to know what’s my title, this is the title, that’s what’s
going to show up in the top of a search eng – a search engine results page,
okay. So, again if you’re the person that is doing this, take a look at it and this
is where you see exactly what that title page is. We’re going to talk about what
makes it good, what makes it bad, in a couple minutes so if you’re the person
doing it, this is what you look at and this is what you want to change, update,
audit, take a look at, if you’re the person that is just advising on this,
these are the questions you ask, say ‘look, if we look in this and we’re looking at
this kind of coding, what shows up there and how does Google know what this page
is all about?’, all right, does that make sense? Don’t
want to get too geeky, don’t want to get too mundane for those of us doing it,
okay, thanks. So the next slide, whoops, can we go to the, if we go to the
slides again, okay, so that would be a title tag. In – in code this is what you see,
on the results page that’s what you see, oops, and it doesn’t show up on your
website, okay, it’s in code, whoops. Next one is the meta description. This is
the page description that appears on your – on your search engine results page,
it’s not necessarily a ranking factor, but this is what the code looks like, so
can we go back to it. Meta description is what you – meta description is what you
see here, it’s basically saying what the company wants you to know so, if you’re
if you’re looking to have people find you based on this information, that’s
where the meta description comes in. Go back. Yes. No. Yeah, that’s correct. It’s basically
taking you to the pit, to the information you want on the page you want versus
just putting you on the website where you then have to find it from there. It’s
taking you directly there. Yes and it’s not necessarily a landing, it is a page
within the website so yeah, you want to tie it in so that if people are looking
for this information, they don’t want to land on your website then have to search
for it, they’re going directly to this spot on
your website. Yes it does, it applies to all the pages on your website. Good. Okay, okay. Then, let’s just – let’s go back to the
slide, so – so again here’s the meta information and this is what it’s all
about, this tells you the different things within the website and again, to
find this just go on your website, right click it, and the information’s available,
okay. Okay, did everybody hear that? Just like Bob and Kelli said, another way to
do this is to type in ‘control 5’ and you, ‘control F’, I’m sorry, and you’ll go right
to it. Cool. All right, let’s go back to the
slide. So, meta description. Next is your headers, whoops, subject headings
basically explain what the page is all about, okay, and if you’re looking at this
in code you’re gonna see playground planning and design services, that’s
called an H1 tag, that’s – that’s what you consider to be the most important thing
on the page, the – the big description there, and then there’s H2 tags which are
basically like the subheadings of that, okay, and on the website you’re gonna see,
again, that and you’re gonna put down our – you’re gonna see our process so it helps
guide you through to what you’re looking for. Body copy. This is basically the
regular information on your site, this is the paragraph text that tells you more
information about what you’re looking for, and again, on the website you see
whether you’re replacing an old playground or want to create a whole new
look, that’s the basic body, again all these help with searches it helps guide
the search engines to your page, and lastly, images – images are the pictures on
your website in code.You essentially want to make sure you code what the picture
is all about. Why? Google can’t read a picture, Google can’t look at a picture
and know what it is so what you want to do is, through code, you let Google know
exactly what the picture is all about. We’re gonna talk a little bit more about
that in a minute. And then lastly, hyperlinks. Hyperlinks
are actual links inside your site to help direct you to other areas inside
your site to get people to where they’re looking to go a little quicker, okay.
Thank you Kelli, and then part of what we’re gonna talk about too, make sure you
optimize content, if you guys are doing any content, make sure it’s optimized and
you look at the titles you look at meta information, headers, body copy, all these
are part of what helps to optimize your site and just say
no to keyword stuffing, okay, you don’t want to just stuff keywords in there so,
best practices. Make your titles and meta is compelling, you want to encourage
clicks, good title tags are generally between 50 and 60 characters, meta
descriptions are up to 130 characters and you want to keep one H1 or one main
concept per page, okay. Lastly, if we look a,t like if we’re doing audits of
websites nowadays I’ll tell you, and I’ve met with a couple of you guys and I’ve
talked about it before, one of the number ones we – number one things we see that
are a problem are images that are either not optimized or not compressed meaning
they’re set up in a way that was designed for a desktop version, they’re
not necessarily – necessarily set up in – in the format for a phone format. One thing
you need to keep in mind, Google cannot read an image, Google can’t look at it,
one of the things we’re starting to see, has anyone talked about ADA compliance
and websites with you? Anyone ever heard of that? The big – of the biggest
ones, and I’m not saying people are up to no good, but there’s always someone
looking for a company with some deep pockets where if they can lean on you a
little bit and get a couple bucks out of you.
ADA compliance is something that’s very real, something that’s happening right
now, and something we all need to pay attention to. One of the best, easiest
things you should do first, is start to optimize images and make sure that
they’re ADA compliant, it shows that you’re willing to work a little bit that
you’re not looking to just ignore the problem, and the way it works is very
simple, in your code you want to let Google, you want to let search engines
know what the picture is all about so that, and here’s how it goes to ADA,
if someone has a device that is reading them what the website is all about, again,
that device can’t read a picture, that device can read the code about the what
the picture is all about so in code it’s going to say, the alt tag here is ‘Kermit
with upside down book distressed by illiteracy’, so again, it can’t read what that
picture is, it can read that code and it can tell the user what the picture is
all about, okay. And URLs, use readable URLs, people should know what to expect
when they click, here’s examples of bad, better, best. I’m gonna come on this side
again for this. A bad URL, it’s something that says HTTP://hub.07EMarketing.com. Why is that bad? Yeah. What does it mean?
No one knows what it is. Better would be https://EZMarketing.com/blogpost. What
is that about? Blog post, we’re getting a little better, it talks about a blog post.
Best would be blog, so you know it’s a blog, [blog.]EZMarketing.com/writing-good
-title-tags-and-meta-descriptions, so good, better, best, these are the things you
want to look for to help optimize your site, make your URLs readable,
recognizable, something that Google can – can sink their teeth into. Part of
strategy too, part of on-page, create logical site structures. We talked about
having the best website you can have, one of the things Google looks for, one of
the things people look for is something that makes sense, something that tells
the right story, something that’s easy to navigate. For us we would have here’s our
home page this is EZ Marketing, what do we want people to know about when they
visit EZ Marketing? We do websites, we do marketing, we do SEO, easy to find. If
someone clicks on websites what do they want to know about websites? Do you have
small business websites? Do you cut – do custom websites? Are they e-commerce
websites? If there’s marketing, there’s social media, Google ads, email,
traditional, SEO you have traditional SEO is it local SEO, Google My Business so
organize your content around key topics you want to be known and add internal
links back to your money pages, which would be websites, marketing, SEO. A couple
of BS statements, a whole lot of technical BS, you don’t need to worry
about optimizing for mobile, nothing could be further from the truth. I won’t
ask anyone for a show of hands but if you have a website right now that is not
is not responsive, if you have a website that is not set up for mobile and you’ve
not optimized it for mobile you are not only just not being competitive, you are
hurting yourself, okay, I won’t ask for a show of hands but if someone is telling
you your site just isn’t what it should be, you need to upgrade your site because
it’s not responsive, they’re not just telling you something to try and sell
you a website, you need to have a mobile responsive website and you’ve got to
optimize it specifically for mobile. Don’t need to check for broken links,
broken links are killers, if you’ve got some broken links, they’re hurting you
does everyone remember who was here last time, how do you check for broken links?
Anyone know the free tool for that? It’s called deadlinkchecker.com. It’s a free
tool, anyone can go on it, you go on the site, they give you a little thing to
tell you – tell them you’re not a robot, copy and paste your URL, put it in there
and it’ll tell you right away if you have any broken links. Real simple, real
easy, and speed is not that important for SEO. You’ve heard the expression since
you were a little kid that speed kills, when it comes to your website what kills?
Slow kills, it’s not speed that kills, slow kills. Your site has to be faster, so,
your site has to be, hang on, man I really went past stuff. Meeting adjourned.
And having HTTPS on the site is only important for e-commerce. When we talked
about right-clicking in the area, does everyone know what this s stands for in
HTTPS? Who wants to tell – secure, and people will say, and I’ve heard companies
say it, ‘you dont understand, you’d only need that if you’ve got, if you’re taking
credit card payment online, if you’re taking, if you’ve got an e-commerce site’.
Google is looking for security, that S stands for secure, it means that your
site is, now, everything gets hacked but it just means that you’re taking steps
to avoid your site being hacked, you’re being responsible, you’re trying to
protect information. Stacey? Hyper, hyper-text, hang on.
Thank you, Hyper-Text Transfer Protocol. It’s, its language, its coding, it’s
basically this is the type of coding that we’ve written, this is the language
that it’s written in, okay, does it mean anything? It does if you’re a coder, for
us, you just need to make sure, in our end, again, and I’m not saying you need to be
a coder, but you need to look in there and see if there’s an S at the end of
all those HTTP’s. If you’ve got it that’s a good start, if you don’t you need to ask
questions. Yes, and again, does it mean that it’s it’s gonna cripple you? Does it
mean you’re automatically hacked? No, but do you know who is wary of those sites
that don’t have the S at the end? Google and more and more, even if you can say
they’re not penalizing these sites, it goes into ranking factors, it goes
into if they have a choice of, all things being equal, we have Jonathan’s site or we
have my site, but yours is a secure site, where’s Google gonna send someone?
Because Google doesn’t care that Chris is the best guy in the world,
Google only knows I need to send someone to the best choice and that best choice
should start with security. I know he’s safe, I don’t know if he is, okay.
Lost my clicker, lost my glasses, lost my water, other than that I’m doing good. Off
page SEO. We talked about what’s on page meaning all the things that are on your
website, these are things that are not on your website but help with your SEO, help
with your SEO, help with your ranking. Build backlinks, and backlinks are
essentially someone else’s site saying ‘if you want more information’ or ‘if you
want to find things out’ or ‘hey, here’s another source for you to use’, a backlink
is essentially a vote for your website, okay.
A backlink is saying that ‘look here, youre here, thank you for being here, here’s
some information, if you want to know more about this or you want to check
something else out go to this site’, okay. Backlinks are a big
deal regarding SEO, backlinks are a big deal in terms of authority with Google.
Yes? There is and we actually will talk about it in a couple slides. Great – great
question. The question was do you have strategy to acquire more backlinks? Yeah
and everything you can do to make backlinks or to create backlinks is a
big deal. In the old days you used to hear this expression all the time, this
guy knows everybody, oh Chris DeMeo he knows everybody, and you know Oh Chris
DeMeo knew this guy and this guy and this guy and this guy and this guy.
What’s more important than Chris DeMeo knowing everybody? Everybody knows me, and
when you talk about backlinks, that’s what we’re talking about, it’s not just
about who you know, it’s about who knows you and that’s what we’re trying to
create, and yes I’m going to answer your question hopefully in a little bit. So
ranking factors, what’s important about backlinks? Number of links, the more the
better as long as they’re well-known, authoritative, not considered spammy, for
a while there they’re with strategies guys were using, I’m gonna say black cat
strategies where they would have lots of backlinks all over, they had all these
different sites that link back and forth and a lot of them were what we’d
consider spammy sites, they were suspect sites, some of them were porn sites, some
of them were, you know, just sites they made up just to create backlinks from
and Google doesn’t get fooled by that, Google’s looking for real sites, real
authority, okay. Link diversity so, so, number of link’s, well-known,
authoritative sites, a variety of sources so you’re not just one-dimensional and
link relevance, okay, they need to make sure that they’re related pages so
they’re in the same realm, they’re not just obscure, odd sites that you’re
linked to. How do you get backlinks? I’m glad you asked. Okay, a couple different
ways. The best way is, they’re natural links because you have great
products, you have great content, you’re doing things that are worthwhile, you’re
doing things that are helpful, you’re answering all the questions that your
people have, people are – were you trying to get a picture of me? Okay, you’re
answering the questions that people have so people are just linking to you auto –
automatically because you’ve got great information.
Then there’s self created links. Self created links are a really good strategy
and that’s where you submit to online directories, like you – you make sure that
everyone knows through all the different work, we’ll talk about in a minute, all
the different search engines know who you are, you submit to directories, forums,
you do press releases, you contact sites, like, is anyone here a member of an
association? Maybe you try and have the association link back to you, maybe you
submit articles to the association, you talk about new stories, different things,
anything you can do to say ‘hey look, this is about us’, those can create good self
created links and then there’s manual link building, this is another link
building outreach strategy, that’s where you form relationships with industry
influencers and you ask for backlinks, okay. Maybe it’s there’s the leading –
what business are you in? Accounting, for – maybe there’s a leading authority on new
tax reform and everyone in the industry follows this person and if you need to
know anything about tax reform this is the person to go to.
If you submit information to him and ask him to link to you that could be a good
strategy, something like that, someone who already has a following, someone who is –
is well regarded in your industry it’s a great way to do that, and you talk about
outreach, influencer marketing. Who does your audience listen to? Meaning, who else
are they following besides you? See if you can form a relationship with those
people, those websites, those industries and build relationships, so, make sure
that you follow their information, read them, comment on them, post them, make sure
they’re paying attention, submit content for them, and so again, you talk about
guest posting say ‘hey look, I know you’re a leading authority on this, here’s
something we did that you might find interesting’ or ‘here’s something that
your audience may like, here’s another way to look at this’. Find broken links,
finding broken links on their website, so you can point out a couple things they
could be doing better and ask them to share your content when it’s relevant,
again, if you’ve got a great piece of information and you can connect with
someone and they’re a voice of authority, there’s nothing wrong with asking them
to share your information with their audience, that helps build – build
relevance for you helps build backlinks to you. Another BS statement,
social media doesn’t matter for SEO. Bless you. There is a strong correlation
between social media activity and SEO performance, okay, it’s not a direct link,
it’s not a direct ranking factor but it helps build authority, okay, you need to
leverage social media. Who here has – is using social media in their business?
Great, so this is not the crowd that’s saying ‘well, I don’t need social media,
Chris, you don’t understand, our people are not going to buy our product because
they go on Facebook’. That’s not the idea. The idea is to help build authority to
your site by using this as an off page strategy, okay.
You want to – you want to try and grow your audience, get more web traffic and
get more views, shares and links to your content. Other link building strategies,
other things that are important, how many people in the room do business locally,
and by locally – within a couple hours, okay, most of us? Who here’s doing
business nationally? Internationally? Good. Even if, so if you’re local, you need to
use local SEO strategies, if you’re international you still need to use
local SEO and add a little, a couple other components to it, okay.
46% of Google searches have a local intent, okay, you want to make sure that
customers nearby are able to find you online, people need to be able to see you,
they need to know who you are, and what you do, they need to know how to get in
touch with you. They all, local – local search also builds trust with search
engines, okay. We talked about SEO, what it’s all about,
with local search engines, your job is to convince them that you are who
you say you are, what you say you are, and where you say you are, okay. Google My
Business is a great way to do it, if you are a local business, if you are a brick
and mortar locatio,n if you are a business that relies on street traffic,
you’ve got to be involved in Google My Business, you just have to be. Why? Who
owns Google My Business, GMB? Google, and Stacey what does Google love abo – above
all else? Google. Google loves Google above all else. Who does Google trust
more than anyone else? Google, so you’ve got to be part of it and make sure too,
has has anyone in here ever talked to you about or does anyone have local
directory listings? Does everyone know what I’m talking about with that? Who has that?
Good. We’ve talked about that being one of the foundations of local SEO and
basically, it’s convincing all of the local ser – all of the search engines, all
of the aggregators, and we’ll talk about it more in a minute, that again, you are
who you say you are, you are legitimate, you are brick-and-mortar, you’ve got to
start there with trust, okay. To find out if if you’re doing that well, whether or
not you’ve got inconsistencies, we’ve got, excuse me, a free scanning tool,
you can go right on our website and do this, EZMarketing.com, digital, it’s in
your – it’s in your packets and we have in parentheses, this is the simplified
simplified local search ecosystem, it is somewhat complicated. Where does it start,
like, how do – how does Google, how do search engines know that your
information is accurate, that it’s correct, that you are a legitimate
business? It starts with four primary aggregators and these are essentially
big sites that verify information and Google says these guys are legitimate, if
they put information out, we generally trust it, it’s factual. Info group, Axiom NuStar, and they basically take the information, verify it, and they
distribute it to hundreds of local business directories
and some you’ve heard of, some you haven’t, the more popular ones yp.com,
Yelp, Facebook, City Search, they then send it out to other major search engines, and
again, some you’ve heard of, some you haven’t, but it starts with these and the
bottom line is, guys, you’ve got to check these, you got to make sure they’re right,
if they’re right today it doesn’t mean they’re gonna be right tomorrow.
Stacey. Where did it come from? Yes. How do you clean them up? There –
there’s two ways to clean. I’ll start with how do they get that way, there are
hundreds and hundreds of these and they all supply information that they say is
correct and it’s, here’s some – here’s what my business is, this is what we do, this
is my address, this is my phone number, these are my hours of operation and they
feed off each other to get this information and often they start here
and the idea is that these are supposed to be right all the time and then they
get fed here. How did they get there or how do you fix them? One of two ways
number one, there – they have these robots, they have these crawlers that are always
searching the web, pulling this information in, so as long as all of the
information that you’ve put out there on you is correct, these, in theory, should
all be correct, but what could happen is someone could post something about you,
someone could do a review, someone could go on there and put wrong information
and if that information is wrong, all of these other sources feed off each other,
so sometimes they feed off the correct information, sometimes they feed off the
incorrect information, so when I talk about if something’s, you know, if it’s
all right, all the time, they’ll continue to feed and get the right information, if
a couple of them are messed up, they can feed off and get the wrong
information so, if I ask you and you tell me something
wrong and then I tell you and I tell you the wrong information again, then you
tell him and it’s the wrong information, it gets corrupted and it’s all wrong,
okay. So to fix it you do one of two things, whisper down the lane, you can do one
of two things to fix that. Number one, you can go to every one of these
individually, go in, and – and it’s true and it’s – it’s tedious, and you can just go in
and correct the information, check it, make sure it’s right, there’s a field you
can update information, you show your – or you know, your someone authorized to do that
and you fix them. Unfortunately you can do that and they can all be wrong again
in a short period of time, it’s just how it is.
Way number two is you can pay a company that has software tools, that put the
information in correctly, and then the software constantly crawls the web finds
these things and checks it and makes it right again, so it is important, it is
something you have to do, it is something that’s a pain in the rear end, but it’s
it’s an important part of local search and you have to do it. Does that – does
that help? Okay, and it is, it’s the foundation of local search, local SEO
because in order for Google to to recommend you, what do they have to know
about you? You are who you say you are, you’re where you say you are, you do what
you say you are, it’s a big part of search, and part of that too, reviews
matter. Some of the wrong information can come from reviews, reviews matter, 97
percent of consumers read online reviews for local businesses. Does anyone in here
try out something new and not do – look for reviews first? It’s rare, everyone
checks it out, you do reviews. 86 percent of people will hesitate to purchase from
a business that has negative reviews. Is anyone here different? Is anyone here just a pioneer and you say ‘I don’t care if it’s bad, I’m going
there, I’m gonna see for myself, I don’t believe it’,
and 88% of consumers trust online reviews as much as personal
recommendations. In the olden days, just a few years ago, when you’ve wanted to find
something out you’d go to your friend and say ‘hey, tell me about that, what did
you think about it?’. Nowadays, and it was you talk to your neighbor over the fence,
nowadays, how do you find that out? You google it, you find out, or you have
little – little groups that you hang out with, my wife has the mom’s network in
the neighborhood, we, and it’s like everyone that’s in, we live in Silver
Heights is our little development, and you need a handyman, you talk to the
ladies in Silver Heights, like the moms network, we want to get the face painting –
painted, we needed a dishwasher, we’re looking at, you know, what van should we
get, all different things and we don’t make a move in the DeMeo house, well I don’t
make a move till my wife gives me the green light,
we don’t make a movement in the DeMeo house until we check that network and we look
at the reviews and you know what? It’s accurate and we trust it and it’s become
a trusted source and everyone’s kind of looking out for each other and we all
know to do it. In the old days, we might have sat down and had a cup of coffee
with our neighbors, nowadays, what’s everybody doing? Just running. They see me,
I’m waving as I’m going to soccer with one of my kids, not sure which one,
whoever’s in the back seat. Sir. Great. Exactly, because if they’ve got two reviews-
great – great point, you’re absolutely right, and if they – if you have two reviews,
who do you think it is? My mom likes me, you know, my mom had good things to say
about me, so you’re absolutely right and does every review have to be perfect?
No, it helps, it does le- it does lend a little credibility, if there’s only five
and every one of them is perfect and every one of them says Joe E, Lancaster PA,
what do you think about that? Are we all skeptics here or we all Lancaster
County skeptics? Yeah, probably, if you see – Sir? Great question.
Have a seminar and ask everyone in the room to give you a review, that’s one way,
just saying, okay, do good work, number one, you know, how do you get good
reviews? You gotta earn them, talk to you – talk to your kids, how do you get a
friend? Be a friend. Some – sometimes, I’m going to come back to you, sometimes it
helps to if you, hey, do a review for somebody else, no strings attached,
just do a review for someone else and maybe they’ll do it for you and also if
you do a good job for someone, I think it’s okay to ask them for a review and
and you don’t have to make it, and I’m not just gonna say it’s a good job,
let me say this, you should ask someone for a review because it helps you and I
think at that point, if you’ve done a good job for someone, Tom, you’ve earned
it. You know, you build a piece of furniture for someone and they tell you
‘oh my gosh, this was so great, I love it in my house, I had a dinner party and
everyone raved over it’, uh what should the next words out of your mouth be? Well
two things, number one, say ‘thank you’, number two, ‘hey listen, I’m a business,
like a lot of places and, you know, and most of my business is word-of-mouth.
Word-of-mouth nowadays is reviews. Would you mind saying that on Google?’. If you
can, send them a link, make it as easy as possible but ask them for a review, you
have earned the right to ask for a review,
who here is uncomfortable asking for a review? I am, you see how tough it was for
me, but it’s hard to do, it’s much easier for me to ask for a review for the
business than maybe it is for you where it’s your work, like that’s something I
built myself, but you’ve earned it more than anyone else, so ask for it, it may be
a little bit uncomfortable but people will do it for you, and again, don’t ask
him to write a paragraph, if someone says something like ‘hey, you know what? That
was great, it was informative I appreciate it’.
Hey thanks for saying that, would you mind just posting that for me? Keep it
simple, if you ask him for a huge letter of recommendation and endorsement ‘would
you guys make a video for me?’, gets tough, but ask for reviews. Did you-? Yeah. Yeah and Nathan I’ve seen your work,
you’ve earned the right to ask for a review, best thing you can do? Do good
work. Second best thing you can do? Ask for it.
People will do it, people want to help you, of course they do, people are
inherently helpful, but if you don’t ask, you’re not gonna get it. Tom. Great. Yeah and
it is, it depends on your business, if you’re, if you are food and beverage, if
your hospitality, it’s probably Yelp. If you’re furniture Facebook was a good one,
Pinterest is a good one, I – say again? TripAdvisor for you guys so, it depends a
little bit on your business but, somewhere is better than nowhere so, I’m
gonna say, I don’t know that there’s one set place that’s best for reviews, it
depends on where they found you, how they found you, what business you’re in, what
you want it to be for, you know, with you if you talk about someone who does a
review and they’re showing the piece of furniture
Facebook’s good one, Pinterest is probably a great one, depends but – but
again depends on the industry. Did everyone hear that? Not everyone’s a
loudmouth like me, the question is do we feel that reviews are equally as
important for B2B as B2C? I’m gonna say absolutely, yes, and I see a lot of heads
nodding. Absolutely, they all matter because who are you doing business with?
Yes your’re business to business but who is business comprised of? People,
and what do they have to do, I gotta get it right, and it’s one of two things, I
have to get it right because if I don’t get it right, I’m gonna be in trouble
with my boss, if I don’t get it right I’m not gonna bring in money for the company,
if I don’t get it right I’m letting people down, so yeah, they’re they’re
equally as important and you should be asking, should be asking, and yeah, reviews
are important because, don’t you guys do a little research even B2B? Before you do
business for the company? I do. Yes. Yeah. Did everyone hear that?
90% of people that they do business with have already done a little research, have
looked at reviews, and have done business and if you don’t have reviews or you
only have a couple reviews or you’ve got crappy reviews, you don’t know who’s not
doing business with you, that’s the scary part. You know who’s there, and again, ask
for them. I’m gonna say that if you don’t if you don’t make a concerted effort to
ask for them, you’re not gonna get them, okay, let’s talk tracking and measuring
quickly, we’re – we’re rounding home here, rounding third. When you talk about
tracking a couple things you should look at, number one, are you doing this – are you
doing things right ? How do you find out if you’re doing things right? They’re
execution metrics, execution metrics, organic traffic, backlink profiles,
referral traffic, and keyword performance. How do you find this stuff out? Does
everyone know? Let’s talk about it. I’ll go to another slide first, I transitioned
wrong. Google Analytics and we’ll talk about it. Next thing you want to track,
excuse me, are you doing the right things? Number one, are you doing things right?
Number two is, let’s go a little deeper, like okay, you’re generating traffic,
you’ve got things going, people are visiting your site, but are you
generating leads? Are the leads good quality? You know, the – the key isn’t how
many leads can I get? The key is what? How many good leads can I get? How many
people actually want to talk to me, and what’s equally and probably more
important than people that want to talk to me, who do you want to talk to? Who do
I want to talk to? Are they the right people? Are they people that you can help?
So, lead gen, lead quality, conversion rates, like okay, these leads are coming
in, are they turning into sales? Are they taking the next step? And can, we can talk
about conversion, conversion isn’t always sales, conversion is them taking the next
step, you progressing something in the process, and revenue, estimated revenue
and – and one of the things that we talk about estimated revenue, a lead and a
sale isn’t just necessarily, I made this much money on this one sale, is it a
customer that has lifetime value, meaning are they going to continue to
buy things are they going to continue to do business with you, so, a way to look at
things Google Analytics ,okay, and in Google Analytics we track things like
number one, acquisition, meaning how many people did we acquire? How many people
came in and looked at our site? How many people were looking at things? Channels
of all the people that came through to look at our site, how many came to us
through organic search? How many of them came to us directly? Meaning that they
weren’t just searching, they went directly to our site, so they knew who we
were as soon as they got online. How many came from paid? How many were referred
from social media? How many were referred from a different website?And then other,,
like there’s lots of other channels out there, so part of your analytics will
determine what the acquisition is and the channels. Other, Google Analytics will
show you. Oh, again, number of channels, number of
leads over time. How many users did you have? How many were new users? How many
sessions were there? And we remember from last time the difference between a user
and a session? A user is a unique individual, a session is how many times
they’ve come back and looked around, okay. And then this will tell you from time
periods, like, from last year to this year, are you up, are you down, how many people
are you up that are new users? How many people are people returning? All these
things are important to let you know what kind of work you’re doing, okay.
Google Analytics, this particular thing will tell you where the traffic came
from, one thing you want to look at too, everyone should take a look at Google
Search Console, the difference is Google Search Console will tell you what words
they used, whether they be, you know, short tail, long tail, what words they used to
find you, not just where they came from but how specifically, what they typed in
to find you, to get to your site and here it’s, this is one of our clients, just so
happens it’s Heidler Roofing. X number of people found us by typing in directly
‘Heidler Roofing’, X number of people found them by typing in ‘commercial roofing
materials’, X number of people found us – found them by typing in ‘commercial
roof types’, so when we look at this data, what are the things – what are the things this
is telling us? What are the things we should focus on? When we’re doing
blogging, when we’re doing words, when we’re doing copies, these are words that
we should include in there, these are words we should – we should build topics
around, okay, so again, should we keyword stuff
based on this? Should we keyword stuff ‘commercial roof types’? No, but maybe we do
an article on commercial roof types, maybe we talk to some magazines, some
architectural firms that are doing articles on or looking for information
on different types of roofs, maybe we submit information there. What
did I miss? Did I miss this line? Oh, Google Search Console, again, talks about
different – different ways to get there, it also will tell you search terms and will
also tell you how many clicks for each – for each search term and where they came
from. Google My Business will tell you too, how many people found you directly?
Meaning that this will give you an idea of all the total searches, 2296, how many
of them came directly, meaning that they typed – they found you through listings
and they, like they – they just knew who you were by typing in your name and how
many people found you because they were searching a specific category or product
or service, okay, or how many people found you through a related brand, they were
just looking general terms and found you that way. Coming to the home stretch, the
BS, one other thing too, SEO, it’s not something that you do once. We talk to
people all the time that say ‘yeah a guy came in and he did SEO for me six months
ago, I should be good’. No, SEO doesn’t work that way, the guy may have come in and
put together some SEO strategy, the guy may have come in and made some updates,
the guy may have made a couple corrections, he may have improved your
situation a little bit, but SEO is made up of organic search organic grows it
ever stops, guys, you never stop doing SEO, you never stop questioning, you never
stop adding, you never stop improving, it’s constantly changing and it’s not a
short-term game, there’s no magic formula, there’s no magic potion, there’s no such
thing as ‘well I did this, this and this, now we’re good to go’.
No. You constantly have to evolve. So, to recap.
I’m tired, how about you guys? Say, I got a tough day, today I have this seminar and
then I’m going directly from here to play golf, so, tough day. It’s a charity
event so it’s okay. SEO, it’s critical for your business if
you want to get found online, you’ve got to do search engine optimization, it’s
not enough to say ‘I’ve got a – I’ve got a good website, I’ve got a good reputation,
people know who I am’. No, you’ve got to do some SEO to help. Depending on your
business, how much traffic you want, what the competition’s like, how busy you want
to be, depends on how much you’re gonna do, but you’ve got to do something and
search engines are smarter than ever so they do understand context, they
understand intent, they understand narrowing down to location, with that
said though, that doesn’t mean that because search engines are smarter that
you get a pass, that now I can be lazier, I don’t have to do as much because the
search engines are smart, no, it means that even though they’re smarter, we have
to find ways to get found, knowing that they’re smarter, knowing what they’re
looking for, knowing what they find and good SEO involves solid keyword research
and you have to work for both on-page and off-page best practices, and small
businesses especially need to build trust with local SEO. If you’re a small
business, if you’re local you’re relying on local people, you want foot traffic, you
want phone traffic, you want form fill traffic, email traffic, you’ve got to do
local SEO and Google has a lot of free tools to help you measure SEO. They can
let you know if you’re doing it right, if you’re doing it wrong, you don’t have to
spend a fortune to get this information, but the key is find the information, use
the information to your advantage so you can get a little bit better, a little
smarter, drive a little more traffic and don’t listen to any
SEO BS, okay, hopefully I didn’t give you too much BS, and if you guys aren’t sure
you can always Google it see you know what’s this all about, see how it works
or pick up the phone and call me. I tell people this, I’m gonna shoot
straight with you, I may not always tell you what you want to hear, in fact I’m
looking around the room, there’s lots of times I tell people things they don’t
want to hear, but I will always tell you what I believe and I will always tell
you what I think is in your best interest, right, from there it’s up to you,
okay, but don’t listen to a lot of junk about it, also, don’t believe that you
don’t understand it, you can’t figure it out, it’s beyond your grasp. No it isn’t,
you just have to slow down, break it down and do certain things right to help
build SEO. Thank you. Do we have any questions? Yes ma’am. Okay. Yes. No. Good. You have to do all the
photos plus all the photos of everyone else in the room. Yes. Yeah and I’m going
to say you should do as many that are relevant as you can. Start with the most
important ones and get them done and as you change them I think it is important
to tag them, especially because in any business photos are a big deal,
in any business photos have rank value, photos are important to Google, photos
are things people pay attention to so do you have to do every one? Different
schools of thought, do as many as you can that make sense, I’m going to tell you
that that is, it’s like any other form of content, put as much content out there, on
there, as is relevant to your audience and as is as is relevant to what you’re
trying to accomplish, all right, do you need one for every time Elmer turns 90?
No but you want to have the money ones in there, the ones that are the most
relevant to what you’re doing and get as many as you can. It is recognizing the images in the
library. Yes and and does it – does it hold as much
weight? Not necessarily but it is looking at him it is part of ranking factors,
again, as long as they’re relevant, as long as that information is good and
it’s helping tell the story of what you coffee,
yeah. Other questions? Yes. A few? All right, I’m ready. Good. Great and the question is how long will
it take to see results? Here’s a great answer, depends. It depends on how
competitive your industry is, it depends on how much information you have out
there, but SEO is something that you can’t put out there and then expect in a
month ‘well, where’s all my traffic?’, it takes, we tell people it takes six to
nine months before you really start to see something and I’ll tell you that it
can take years to really get value, most people though are starting to see some
results six to nine months, that doesn’t mean though that you don’t start
tracking it after month one, it doesn’t mean that you just forget about it and
leave it there and leave it alone, pay attention to it and see what’s – see
what’s generating traffic, see where you’re getting traction, see what the
competition’s doing, pay attention to SEM Rush, pay attention to some of Google’s
tools, it sounds like you’re off to a very good start and – and I’ll say stay
the course, don’t lose faith, but be a little flexible so that you can, be a
little nimble so that you can move some things around, but it it takes time to
build, okay, you had you said it, several okay, I’m a little intimidated but I’ll
handle it. Yes, schema is essentially code that you put on your, that it’s coding
that one search engine uses essentially to speak to another. Schema is
essentially something that explains what you want the search engines to know, so
it’s basically how robots communicate with each other, I mean that’s the long
and short answer of it but it’s – it’s basically coding that a search engine
uses to speak to another search engine and schema is important because more and
more, searches are done by by BOTS, by rankbrain, by different algorithms that
figure things out but it’s – it’s the simplest, most effective way for, it’s
just like if you’re at a party and you run into someone that speaks French and
you speak French, oh you understand French, it’s kind of like that with schema,
like search engines like it because they speak the same language.

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