#462 – 17 Ways to Improve Your SEO in 2019 Part 2
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Video Transcript

Chris Burress:

Hi. And welcome to the SEO podcast, Unknown Secrets of Internet Marketing. My name is Chris Burress, one of the owners here at eWebResults. eWebResults, look at that.

Matt Bertram:

Yeah. That’s solid. My name’s Matt Bertram. I’m a data analyst.

Chris Burress:

He’s a data analyst.

Matt Bertram:

With eWebResults.

Chris Burress:

With eWebResults. Yes. eWebResults’ the one that’s here. Welcome back to another fun filled edition of our podcast. We’re broadcasting live here from Houston, Texas. And Matt and I, we are your results rebels. We actually don’t have a review today so we’re going to ask that you-

Matt Bertram:

Whoa. Whoa.

Chris Burress:

We don’t get paid for this. We don’t get paid for this. We get paid in reviews, so we’re going to ask you to leave a review. Go to our Facebook page, facebook.com/ewebresults. Go to our Yelp page, I think eweb results.com/yelp.

Matt Bertram:

I like this. Okay. So if from this podcast you heard one thing you didn’t know, we would ask that you leave us a review. Okay? Now, if you’ve heard it all and you’re like, “Man, I already knew [inaudible 00:01:08] guys.” Cool. Understand. But if you learn one thing from this podcast, we would ask that you leave us for review because we’re trying to increase our visibility here on some of these different platforms. So iTunes, Spotify, Stitcher, SoundCloud, Yelp, Google, Facebook, wherever. But if you’re listening to this podcast we just ask please and for all you out there that have been listening to us for a long time, like Chris said, we don’t get paid for this. We don’t get paid for this. So if you have learned one thing from our podcast or you learn one thing on this podcast, we ask that you leave a review because I would like to see multiple overflowing reviews.

Chris Burress:

As many reviews as we have listeners. Huh? There’s a crazy idea.

Matt Bertram:

That would be-

Chris Burress:

You can also leave a review by going to our Google my business page. Just go to ewebresults.com/gplus. Itunes, we haven’t had a review in iTunes in a while, so go ahead and do that please. We’d appreciate that. If this is the first time you’ve listened to the podcast, howdy and welcome to the podcast. We’re glad you’re here. This is the potatoes, we’re about to get into the meat. If you’ve listened to this podcast before, you might be here for tips. We can give you tips. Go to ewebresults.com/tips.

Matt Bertram:

Or a secret-

Chris Burress:

Secret ninja-

Matt Bertram:

Secret SEO ninja tricks.

Chris Burress:

You said no tricks.

Matt Bertram:

I know, but that’s what we did.

Chris Burress:

If you’re a ninja, all you do is tricks.

Matt Bertram:

That’s true.

Chris Burress:

That they only do tricks.

Matt Bertram:

That’s just all they do. Yeah. So if you’re ready to learn our secret SEO ninja tricks, keep listening.

Chris Burress:

By the way, make sure you’re watching on YouTube. Make sure you subscribe and follow right and for those who are not, we’re actually pointing on the screen behind us so you can check out [crosstalk 00:02:54].

Matt Bertram:

And this is if you’re looking for us on the different platforms, just look for this image.

Chris Burress:

Image. Yep.

Matt Bertram:

Yeah. Caricatures of us.

Chris Burress:

That will get you there. All right. Teaser article. This is podcast part two. We’re covering Brian Dean’s article. Punch in the face to you, Brian Dean. The first podcast there was like three of the seven tips. We’re like, “Wow. We’ll be doing those.”

Matt Bertram:

Yeah. No. Brian Dean’s with Backlinko. If you’ve been searching for articles, if you’re a CMO or a brand manager or business owner, you probably run across his articles, Neil Patel’s articles. We follow him too. We’re constant learners here. We love what Brian Dean puts together. So.

Chris Burress:

17 Ways to Improve Your SEO in 2019, in that previous podcast, we covered one through six. Now we’re going to cover some more. Should we jump into it?

Matt Bertram:

Some more. Let’s do it.

Chris Burress:

Should we jump into it? Number seven, grab more SERP real estate with YouTube videos against SERP search engine results page. Grab more of it with YouTube videos.

Chris Burress:

So he found some awesome keyword that converts. So you found an awesome keyword that converts well for you. Get bonus traffic from that term with the YouTube video. That means that you can have more real estate on that search engine result page.

Matt Bertram:

Yeah. So when we silo pages, we can get two on the callbacks out of the 10 and then you want to get in the maps and then you can do the ads, but also for certain keywords you can get a video on there. And that usually is in position zero. So it’s right up at the top. And what’s interesting about videos, so you can use Vimeo to track kind of what people are doing on your site. But if you want new traffic, unbranded traffic of potential visitors, Google takes care of Google. So I think like-

Chris Burress:

So Vimeo would be maybe better for a landing page, something that could be driving-

Matt Bertram:

If you’re trying to track what people are doing, but Google does throw in the occasional like other video.

Chris Burress:

Oh, yeah. We’re fair.

Matt Bertram:

We’re fair. But I think probably like 98% of all of them are YouTube videos.

Chris Burress:

Yeah. Yeah, for sure. So he was talking about placing well for a keyword. He was in fourth position, but he had these videos that were sitting on top of him. And when he had those videos that were sitting on top of him, they got all the attention. He put up a video because he optimizes video the right way, it takes up valuable real estate at the top. If you want to see how to optimize a video by the way, click this and we could easily do a video on [inaudible 00:05:24].

Matt Bertram:

Well, there’s a lot of things that I’ve learned about YouTube that works really, really well. And really the algorithm is a little dated. They don’t put as much money in it as the Google algorithm and there is ways to get videos to rank pretty quickly with YouTube. So we do do that for our clients later on in the SEO process when we get to kind of the syndication route. Also there’s some tips for conversions that you can do. And I’ve actually been asked to do like a workshop about that. So when I have some more information, I’ll let everybody know.

Chris Burress:

Putting together the workshop. All right. So that was get more real estate on your SERP with YouTube videos. Number eight, rank for topic plus statistics keyword.

Matt Bertram:

Haven’t done that.

Chris Burress:

Right?

Matt Bertram:

I haven’t done that Chris.

Chris Burress:

SEO statistics.

Matt Bertram:

I wrote that down. I start it. This is good stuff. Thank you Brian for sharing.

Chris Burress:

So he’s given an example where somebody optimized for student loan debt statistics. So think about this. What kind of person would interest-

Matt Bertram:

A reporter. A blogger.

Chris Burress:

Yes. A journalist, anyone who’s actually generating good content on the web that people are viewing would want to link to a website-

Matt Bertram:

With a… What are they called? What are they called?

Chris Burress:

With a soundbite.

Matt Bertram:

With the soundbite.

Chris Burress:

With the soundbite.

Matt Bertram:

Statistics of the soundbite. And these bloggers, you do all the work for them. That’s what we see with press releases sometimes.

Chris Burress:

Yeah. So really good. All right. Number nine, optimize old content for user intent.

Matt Bertram:

That is what we’re doing right now is taking our blogs, like mix them together, smushing them and then re-indexing them. Yep.

Chris Burress:

He really says, “User intent plus SEO equals higher ranking.” So Google’s number one goal is to make users happy. Did you highlight? Oh, let me tell you. We’ve been saying it for 462 podcasts.

Matt Bertram:

That’s true.

Chris Burress:

That if you deliver value to the Google user, Google will shine favorably, look favorably upon you.

Matt Bertram:

So I only circled user intent.

Chris Burress:

That matches [inaudible 00:00:07:32].

Matt Bertram:

Because I knew that.

Chris Burress:

Because you’ve watched our podcast before.

Matt Bertram:

I watched your podcast.

Chris Burress:

Yeah. And what is user intent? User intent is what they’re trying to accomplish when they do a specific Google search. If your site isn’t what searchers want, Google won’t rank it. Not 100% true. Right? Right? Because that’s where we’re talking and you’re talking about like this Google dance a lot. And by the way, one of the images that I came across in this article, I think it’s even in here, is this kind of Google dance. Right? Where you can get put up there because the contents make sense to Google, et cetera. But if you’re not holding the attention of the user, then now you start falling down in the ranking.

Chris Burress:

Yeah. Yeah. That’s the Google dance. See I had a note. I was going to let you explain that, but I just explained it.

Matt Bertram:

You did it quite well. You did that quite well.

Chris Burress:

Thank you. Well, I’ve learned.

Matt Bertram:

I’m good.

Chris Burress:

A SEO campaign case study shares in 15% Morgan. So he starts talking about an SEO campaign instead of starting talking about… so what happened is he was placing for SEO campaigns and he actually ended up placing, well for SEO campaign case study. The problem was it was just talking about one single strategy. So we fixed it. He said he made sure to publish something that someone searching for SEO campaigns would love. Sure enough for the new version. And it was how guest make content promotion a breeze. Right? And so it’s really about delivering the value because if you’re looking for SEO campaigns, do you want to just like read one campaign?

Matt Bertram:

Yeah. Well, a lot of people that are searching for that, I don’t know what the user intent is typically, but I look for case studies, like if we’re working in certain industries, I’m looking for case studies for that industry. And so this would be… I don’t know. I really don’t know what his services are for other SEO agencies, but I would think that this would be like, “Hey, you want to figure out how to put together a EDU campaign, a link building campaign, here’s maybe how you would do it. So we’ll sell you a course on that or something.” I don’t know.

Chris Burress:

Yeah. So interestingly, somebody searching and really what Google’s good at figuring out is user intent because what they watch is, “Do the users stay on that page from the search result for very long,” or, “Do they bounce to the comeback and go to something else?” And so if you want to know what the search intent for a particular phrase is, go search the phrase and you’ll probably figure it out.

Matt Bertram:

We do, do that a lot when we’re bringing on a new client in an industry I haven’t looked at. I usually just go down to the bottom of the search and see if these are the key callbacks for the same type of thing. And then I look at the bottom and see those like suggested-

Chris Burress:

When you say callbacks, what are you-

Matt Bertram:

The positions in Google.

Chris Burress:

Okay. So the-

Matt Bertram:

Like I want to see-

Chris Burress:

The search results.

Matt Bertram:

The search results. To see if these are the same type of things that we’re looking for. And then I’ll look at the bottom of like-

Chris Burress:

Other searches.

Matt Bertram:

Other searches to see if this is the right-

Chris Burress:

Mindset.

Matt Bertram:

The right mindset. So it’s really important to just understand how Google is categorizing these keywords-

Chris Burress:

Those results. Yep.

Matt Bertram:

Because a lot of people are like, “Well, for me, I type this.”

Matt Bertram:

So we have like a write out now. But a lot of people don’t know what that means. But that’s like used car dealerships. And so it depends on the term-

Chris Burress:

The person.

Matt Bertram:

The person and the terms. But you’ve got to look at the aggregate of what’s going on maybe nationally to get that granular data. And not everybody searches the same way as you, just like Reddit, just like people that use ads versus skipped ads and do organic like… So you got to be thinking in terms of others, not in terms of you when you’re doing these campaigns.

Chris Burress:

Yes. And Google, the actual search results can help you do that so really good. Number 10, again, this is 17 Ways to Improve Your SEO in 2019. Number 10 is content partnerships. Right? I’m a big fan of content partnership. Do you know what a content partnership is?

Matt Bertram:

Like affiliates?

Chris Burress:

I feel like you’re doing a content partnership with your next book. And I don’t know if you can talk about your next book. So it’s a content partnership.

Matt Bertram:

Yeah. I didn’t know what the definition here was, but yeah. So I’m writing another book. It should be done beginning of next year. It’s really an extension of how to build your brand online and attract your ideal customers. And so it’s other influencers in the Houston market that-

Chris Burress:

4th largest in the country, maybe 3rd.

Matt Bertram:

Yeah. It’s true. It’s true. And basically how they’re utilizing the internet to build their brand to grow their business. And so I talked about different case studies, like in little chapters, like a paragraph here or there or whatever. This is like full chapters of someone describing their transformational story, how they’re utilizing the internet and these are all people that I’ve connected with here in Houston that are big influencers and we’re going to be able to put together a book pretty quick and that’s kind of leading into the eWebResults media that we’re going to be starting up here soon. So appreciate you share that.

Chris Burress:

So that’s the exact content partnership and one of the values is all of these content, all of these influencers in the Houston area have their own networks. And guess what they’re going to do for that book?

Matt Bertram:

Yes. We’re all going to promote it.

Chris Burress:

Everyone on the action is going to get more exposure because all of these individual influencers are motivated to share it.

Matt Bertram:

Yeah. I feel sorry for all the other SEO companies here in Houston because we just owned a Mindshare.

Chris Burress:

Number 11, repurpose content into different formats. Right? So last year, he realized he was making a huge mistake. The mistake was that he was writing his blogs and all of his email content and everything from scratch. Right? So what he decided to do was go into his YouTube fan channel, find some YouTube videos that were pretty popular and then say, “Let me turn those into content.” Right? It still took time. Right? But it was 10 times faster than starting with a blank Google doc.

Matt Bertram:

Well, so yeah. We’ve been working with clients. We’ve been getting them to do videos and then we transcribe it and then we’ll rework the texts and then we’ve got a video, you’ve got text, put it on a page, Google loves it.

Chris Burress:

It just makes great holistic content. Right? Because then that video obviously goes on that page that you just wrote. So now you’ve got this page that has the content. It’s got images. It’s got video. Yeah. So it’s a really, really good strategy and it can save time. Right? Yeah.

Matt Bertram:

Oh, it’s efficient. You’re targeting different profiles. Right? So you talk a lot about the disp profile. So some people just want to get to it, click the button. Right? Give me the facts.

Chris Burress:

Other people want to read everything.

Matt Bertram:

Other people want to read it. Some people want to watch videos, so you’re catering to more people and it’s going to increase the click-

Chris Burress:

Engagement.

Matt Bertram:

Click through rate, all that sort of stuff. Yep.

Chris Burress:

Number 12, double down on broken link building. Right?

Matt Bertram:

This is big man. Like this is one of the easiest ways to get links. A lot of people-

Chris Burress:

Explain it real quick. What is broken link building?

Matt Bertram:

Well, so the internet degrades over time. Right? There are certain websites that go down, business change. But yeah. Links break down and erode. And Google doesn’t like links to nowhere. They don’t like 404 errors so if you have a site and you’re not really keeping it up maintenance-wise and you’re not doing audits on it, you’re going to have links like outbound links that are broken down. Right? Or if you’ve restructured your site, you might even have internal links that have some errors if you didn’t do the 301 redirects.

Matt Bertram:

And bottom line is those links, Google doesn’t like it. If you go to a site that’s a high authority site, they’re managing-

Chris Burress:

Relevant to your content.

Matt Bertram:

Relevant to your content. You find a broken link, your content fits right in it. You can get that swapped out and get a really, really strong link. And when your link-building, one really, really good link could be a hundred just little-

Chris Burress:

A hundred times smaller.

Matt Bertram:

Yeah. I mean there’s some real power in it and it’s one of the easiest ways to link build that’s really straight forward. And not a lot of people have the time to take advantage of it.

Chris Burress:

So he wrote an email and I thought it was actually worth reading the email that he sends. So right here says, “I was looking for some AB testing resources today when I came across your excellent article, seven awesome split testing tools and usability testing tools. I couldn’t help but notice you mentioned abtests.com in your article. Unfortunately, that site no longer exists. It redirects to HubSpot blog homepage. Also, I recently published a CRO guide that includes a bunch of AB testing and UX tips, techniques and case studies.” And he gives a link to it. “It might make a nice addition to your article. Either way, keep up the awesome work.” And this was with Time Doctor. Actually, we use Time Doctor. And so guess what happened?

Matt Bertram:

Well, so you know what happened? The same thing happened to me and Brian. Okay? So a point blank SEO. It was a blog I used to follow and I think he bought it. And now I can’t go to any of this stuff. Like I can’t see any of the archives. So Brian, if you’re listening, I need to get access to some of these articles because there’s some really great strategies that I used to use as a reference, you bought in point to your.

Chris Burress:

All right. And then he just wrote the response, “Done updating the article. Thanks Rob.” So that’s how easy it can be to get these broken links. So again, the concept is find some page hopefully with skyscraper content, with content relevant to the article that you’ve written. Find if they have… And you can use Ahrefs to do this, find if they have broken links. Find a broken link that’s relevant to your content. And then just say, “Hey, replace what you have there that’s broken, which is not good for Google, with this article that’s good for Google and it’s good for me.” All right. So that is all the way through number 12. That is the end of this second podcast of the three part series.

Matt Bertram:

What? Let’s give him a bonus.

Chris Burress:

We’ll give him a bonus. We’ll give him two bonuses next time. Yes. Two bonuses next time. Man, punch in the face to you, Brian. This has been a great article even already, 17 Ways to Improve Your SEO in 2019. Punch in the face to you, Brian Dean. And now if you’d like this podcast, we’ve already asked you go ahead, give us links whatever.

Matt Bertram:

Well yeah. You’ve got to binge. This is a short one. So you got to binge and wait for this next one.

Chris Burress:

If you’re looking to grow your business with the largest, simplest marketing tool on the planet-

Matt Bertram:

The internet!

Chris Burress:

Call eWebResults for increased profit in your business. Actually, it’s revenue in your business, profits. Really up to you and how you run your business. You can-

Matt Bertram:

Can we help you with that?

Chris Burress:

Well, we’ve certainly given guidance to customers and really turned the corner for them. So that’s pretty exciting.

Matt Bertram:

Depending on your business. So we’re talking to a few people from when I was on the kick of not taking any new clients. And then we got like six new clients and I was like, “This doesn’t help.”

Chris Burress:

Right. Yeah. Not wanting them doesn’t help you.

Matt Bertram:

But no. We really appreciate you. We definitely want to help you. We are open to register opportunities. So if we see in your marketing that the profit’s not there, like you’re not seeing the profit there, we can sometimes extract some of that profit for you and we’ve started developing a program that after you go through like a trial period, we understand your business. You’re in a niche market. We start evaluating the business as a whole and we might be getting involved.

Chris Burress:

Yeah. We might be putting in the marketing and participating with you as a partner. So that is definitely a possibility. Also, something to mention. We haven’t mentioned this yet. I know you’re doing branding now. Right? So there’s branding that happens. If you think that your business is like right at that cusp and you just don’t have coherence across all of the business units in your business and you really need a branding strategy session, an overall like, “This is what your brand needs to look like. This is how they…” Like all of those things. A rebrand.

Matt Bertram:

A rebrand. Yeah. Well, so a lot of times, we are a SEO company first. We are a web design company. We do a lot of other things. We’ve added videography and we would give brand suggestions based on conversion optimization. We know UX, UI, but a lot of clients were asking us for, “Hey…” And we were doing a lot of this stuff, part of the onboarding process. And sometimes clients come to us and we got to take a step back and say, “Hey, let’s do a workshop. Okay, let’s do a customer journey workshop.”

Chris Burress:

Let’s figure out your brand and customer journey.

Matt Bertram:

Let’s figure out your brand, your target personas. And then a lot of clients just said, “Hey, you’re doing all our marketing. We want to do a rebrand.” Well, we help you with that. So I got some really good friends of mine here that we’re kind of out there doing their own thing. They had worked for some really big players in New York. They’ve came down here in Houston. They’re working at some big branding companies and we just decided to team up. And we’re starting to grow that division quite rapidly. And so if you’re a CMO or you’re a brand manager out there and you want a company that will do it all. Okay. From radio ads to branding to graph and to brochures, to logos, to SEO, we are your company.

Matt Bertram:

We are a full service agency, marketing agency, not just internet marketing agency. And we can talk about the little e and how it was so cool back in the day and we’ve kept it because imagine iPhone, Apple dropping the i and just calling it phone. Because they may could do that at some point, enough market share, but we’ve kept the e just like iPhone.

Chris Burress:

You do realize then it would just be phone.

Matt Bertram:

Yeah, I know. Isn’t that awesome? It’s like tissue. Like Kleenex is like tissue. But the thing is, we’ve kept the little e because everything internet when it first came out was the little e.

Chris Burress:

Electric. Yeah. Electronic.

Matt Bertram:

Yeah. So look. I don’t really remember where I went with that, but that’s-

Chris Burress:

You’re keeping the little e.

Matt Bertram:

But I like it.

Chris Burress:

And it’s getting incorporated to get into our new website.

Matt Bertram:

Yeah. Like I love it. I really love it. And so, but if you’re interested in branding, give us a call. Happy to talk with you through it. We’ve been able to not just give you a great brand, but a brand that converts. Right? A brand that helps you sell online. And that’s really what it comes down to because so many people are doing magazine, radio, all kinds of stuff where you throw up a big billboard, you get no ROI. We know the data points we can test on and we can help implement-

Chris Burress:

Quickly. Find the things that work and then throw gasoline on that fire.

Matt Bertram:

Yeah. And implement them in your brand. So if you’re looking for data-driven results with the brand that kind of speaks to your audience, let us know and we can do a workshop.

Chris Burress:

Or maybe you know somebody who needs a rebrand and you want to refer them to us. And we have a referral program. If you refer them to us and they engage us in any service when they pay their bill, we pay you or potentially give you free marketing services based on that account. So that can work out really good. We were filmed live here at 13501 Northwest Freeway, Suite 500-35 Houston, Texas 77040. If you’d like video audio or a transcript of this podcast, you can find it at bestseopodcast.com. It’ll happen there soon.

Matt Bertram:

So usually the phone number is like a two, four. You said 4-4-0 or something like that.

Chris Burress:

No, no, no. That was the zip code.

Matt Bertram:

Oh. Zip code.

Chris Burress:

Yeah. Yeah. Phone number is 713-592-6724.

Matt Bertram:

I thought the zip code was like 77092.

Chris Burress:

That’s the old one. The new one is 040.

Matt Bertram:

Really? I learn something new on every podcast.

Chris Burress:

All right. That has been our podcast. Hey, make sure you check out the next podcast because we’re covering part three of 17 Ways to Improve Your SEO in 2019. By the way, there’s two or three things in part one that we implemented immediately. Two things in part two. Let’s figure out what we’re going to do in part three.

Matt Bertram:

This is a good article and that’s why I have my pen out for all you YouTubers that can see it.

Chris Burress:

Until the next podcast. My name’s Chris Burress.

Matt Bertram:

Matt Bertram.

Chris Burress:

Bye-bye for now.

Matt Bertram:

Bye-bye for now.

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