Why is my SEO Campaign Failing? – SEO Podcast 360

By | August 14, 2019


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 — Chuck: 360. 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. Chris: Boom! 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. Chuck: Yeah. 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. Chuck: Yeah. 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/ Chuck: eWebResults Chris: YouTube.com/ Chuck: eWebResults Chris: Twitter.com/ Chuck: eWebResults Chris: Instagram.com/ Chuck: eWebResults Chris: And LinkedIn.com/company/ Chuck: eWebResults 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. Chuck: Yeah. 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. Chris: Yeah. Chuck: ‘Cause the drone’s under someone’s
control. Chris: Right. Chuck: Right? 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. Chris: Yeah? Chuck: I got a problem with everything, man. I blame my daughter. Chris: Right. 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. Chris: Okay. Chuck: NBA. Chris: Right. 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. Chris: Right. 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. Chris: Right. 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. Chris: Yeah. 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. Chris: Yeah. 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. Chris: Right. 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. Chris: Right. 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. Chris: Right. 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. Chuck: Exactly. 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. Chris: Right. 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. Chris: Yeah. 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. Chris: Alright. 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? Chris: Right. 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.” Chris: Selfie! 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. Chris: Yeah. 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. Chris: Yeah. 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. Chris: Yeah. 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. Chris: Yup. Chuck: So one of the things we’ve done to
address having your site updated is build our own custom… Chris: Framework. 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.” Chris: Easily. Chuck: Easily. Chris: Yeah. 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. Chris: Right. Chuck: Handling the basics, a lot of people
haven’t had the basics handled. Chris: Yup. 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. Chris: Yes. 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. Chris: Yup. 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. Chris: Yes. 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. Chris: Yup. 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. Chris: Yes. 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. Chris: Yup. 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. Chris: Right. Chuck: You wanna build that relationship first. Chris: Yup. Chuck: “You’re not building links properly,”
was number 3. Chris: Number 4! Chuck: Number 4, “Your content is not performing.” Good one Alex. Chris: Yeah. 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.” Chris: Yes. 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. Chris: Yup. 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. Chris: Right. 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. Chris: Yeah. 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. Chuck: Yeah. 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. Chris: Buying. Chuck: Subscribing to whatever list you’re
offering, you’re buying whatever you’re selling. Chris: Yup. 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. Chris: Yup. 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. Chris: Yeah. 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. Chris: Six! 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. Chris: Yeah. 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. Chris: Yeah. 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. Chris: Yeah. 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. Chris: Yeah. 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. Chris: Yup. 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. Chris: Yup. 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… Chris: Top-heavy. 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. Chris: Right. Chuck: Chris added number 8, “Your website
got hacked,” right? Chris: Yeah. 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. Chris: Yeah. 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. Chris: Yeah. 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. Chris: Right. Chuck: This link is coming from a site that’s
on a sucky server, there’s another good one, your technical stuff. Chris: Right. Chuck: Right? Maybe you’re on a shared server, and so
you’re sharing your service space with some really spammy sites. Chris: Right. 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. Chris: Yup. 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. Chris: Yeah. 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. Chris: Yeah. Chuck: You know I’m a huge music fan, huge
rap fan, and so Jay Z started Tidal, music streaming service. Chris: Right. Chuck: Right, for $56 million. Chris: Right. Chuck: A few years ago. He just sold one third of the company to Sprint
for $200 million. Chris: Wow. Chuck: Yeah. 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… Chris: Guaranteed. 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. Chris: Yeah. 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. Chris: Yeah. 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. Chuck: Anything! 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. Chris: Yeah. 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.

Leave a Reply

Your email address will not be published. Required fields are marked *