Best SEO Podcasts
21 Actionable SEO Techniques That Work GREAT in 2019 Part 3
Join Matt and Chris for another thrilling episode of the Best SEO Podcast, featuring “21 Actionable SEO Techniques That Work GREAT in 2019” TRANSCRIPT:

Chris Burress: Hi, and welcome to the SEO podcast, Unknown Secrets of Internet Marketing. My name is Chris Burress, one of the owners of eWebResults.

Matt Bertram: My name is Matt Bertram, the SEO expert person-

Chris Burress: This guy right across from me-

Matt Bertram: … in the office.

Chris Burress: …he is an influencer. And do you know how you can recognize an influencer? They tell you.

Matt Bertram: They put it on their shirt.

Chris Burress: They tell you. It’s on their shirt. For you guys who are on YouTube, make sure you subscribe and follow and check out his shirt, it is an influencer. My shirt is just branded eWebResults, and I’m excited about this podcast. I actually don’t have a review. I didn’t even look for them because a lot has been going on.

Matt Bertram: We’ve got a lot of reviews actually.

Chris Burress: Yeah.

Matt Bertram: We got a bunch of testimonial videos all over the place.

Chris Burress: Yes.

Matt Bertram: Yeah.

Chris Burress: They’re happening everywhere. You can see the new digs, the podcast is in a new place. And I got to tell you, I was thinking about this. I’m here sitting in the podcast and I’ve been doing this podcast since what, 2009?

Matt Bertram: Yeah.

Chris Burress: This man over here has changed everything about the company and almost all of it I have to say is for better, our clients-

Matt Bertram: What is not for better?

Chris Burress: I don’t know, but there’s got to be something, maybe I’ll find it.

Matt Bertram: Almost all of it’s for the better but…

Chris Burress: To my current recollection, everything has been… Our clients are getting better results, our clients are referring more clients to us, it’s been amazing. You’re doing amazing stuff. I haven’t been able to do a podcast, I’ve been a little bit busy and I got a notification on my app, new podcast posted. And I’m like, “Wait, I have not been on a podcast. What is going on here?” And it turns out you did that podcast with Andreas and Kevin, who I consider… These guys are like, I’m going to say, and this is a little sad because they lost this week, the Astros. It was sad. I was at the game and it was sad. That was my opportunity to get off of my bucket list, attending a home game world series [crosstalk 00:02:06].

Matt Bertram: Boom, you’re good. Now check the box.

Chris Burress: No, we lost.

Matt Bertram: You didn’t say win, you just said attend.

Chris Burress: Oh, it’s going to happen. You don’t know when. Really I wanted to attend because it was very anticlimactic as everybody in the audience leaves, except for the Washington fans. And there were like, I don’t know, 1000 of them.

Matt Bertram: Were they friendly?

Chris Burress: They were very friendly. Yeah, they were not-

Matt Bertram: Because they won.

Chris Burress: They were not like New York at all. Yeah. So Altuve is like this little giant, just a gigantic person and baseball player. And then you’ve got Andreas and Kevin came in, their company is kind of a smaller company, but they’re like a little giant. They’re working with Ford, they’re working with-

Matt Bertram: The US Marines.

Chris Burress: US Marines. So you did this podcast with little giants. So that changed, good. Right? And then I’ve always said you’ve changed everything except the company name. And I get this email this week, said, “Chris, what do you think about EWR as the name for eWebResults?”

Matt Bertram: EWR media.

Chris Burress: And then my first thought was like, “Okay, it’s good, right? He’s finally asked to change even the name.” And then I’m like maybe shoring up a little of the armaments going, well EWR is the call sign for, I think it’s Newark Airport in New Jersey. And he pushes through that.

Matt Bertram: What’s the problem with that?

Chris Burress: So all of these changes, even changing the name of the company. Okay, good. It’s making progress but I don’t know if I can handle sitting for a podcast. I know I’ve just ranted for five minutes and I am still sitting.

Matt Bertram: We’ve sat here before. We sat before but then you want to go on the higher chairs.

Chris Burress: Yeah. Sitting at a table, right? This is like at the table at a podcast is-

Matt Bertram: Well, we’re going to get some boom mics at some point.

Chris Burress: Yeah. And then we’ll have those in front of our face. Yeah. So I don’t know. Maybe it’s the last straw. Everything else was successful and is working great but we should just throw it all away because I’m now sitting. It’s great. [crosstalk 00:04:14].

Matt Bertram: Well, you put the line in the sand with certain things and we’ve crossed the line.

Chris Burress: That’s why the line is in sand and not in permanent marker.

Matt Bertram: I have never heard that. I really like that. I like that. That the line was written in sand not stone.

Chris Burress: Right, as it wasn’t etched in concrete. So this is part three and we had a slight interruption just because of time delays. We’re talking about, what is it? 21 marketing SEO tips that work in 2019 by Brian Dean, and this is part three. So we’re actually going from 17 on. Brian Dean just writes amazing articles. Backlinks, he’s like… What would you call a content creation genius-

Matt Bertram: Yeah. Him and Neil Patel. I feel they’re left arm, right arm kind of thing.

Chris Burress: Yeah, very much so. All right. So go back to the previous podcast and check out if you want to hear tips one through 16.

Matt Bertram: So content is king.

Chris Burress: Yes.

Matt Bertram: But distribution is queen.

Chris Burress: And guess who wears the pants in the family? It’s always the queen. Seems to be always the queen.

Matt Bertram: Yeah.

Chris Burress: All right. So number seven, remember the first link priority rule. Do you know the first link priority rule?

Matt Bertram: My mind has gone all different directions. So I have no idea with anything.

Chris Burress: So imagine you’re looking at a page and there’s two links on that page that go to another page [crosstalk 00:05:55]. There you go.

Matt Bertram: Just come on, give me quizzes

Chris Burress: First link priority rule. So what it’s saying is, be very conscious about what’s in your menu structure because that’s usually the first time that the link to your other internal page is. And so he gave the example of the Lincoln, the menu structure was recipe index, right? And really later in that home… We’ll say it’s the homepage, I don’t know if it was. But later on that page, there was a link and the anchor text was healthy recipes. Which is obviously, people are going to be searching for healthy recipes was the target keyword. And his point was, well Google is going to say, recipe index is the first thing.

Chris Burress: So be cognizant of that and put the keyword rich name in your menu description.

Matt Bertram: Well, so just think about if you’re writing an article in general. Go back to school, right? Or whatever. And the thing is, what is the most important sentence of a paragraph? It’s the first sentence.

Chris Burress: Yep.

Matt Bertram: Right? Well, I guess the order would be, what’s the most important paragraph on a page? It’s the first paragraph, right? And then what’s the most important link or anchor text? The first one. What image? First one. Google’s looking at higher priority and also if you look at a heat map, you’ll see basically you lose people as you go down the page and it’s pretty significant. So really thinking about above the fold, below the fold, put all your information up front.

Matt Bertram: I mean, even in copywriting, if you can’t get them hooked with the link, and then we were talking about in the last podcast, I mean, really the reason you write the next line is to get them to read the next line, and then the next line.

Chris Burress: Yeah, I was going to mention that.

Matt Bertram: Yeah, so it’s really important. Yeah.

Chris Burress: You stole that from me.

Matt Bertram: Well.

Chris Burress: All right. Use keyword rich anchors in your site navigation. I think that’s pretty straightforward. Number 18, create your own keywords. Punch in the face, is that a good strategy? [crosstalk 00:07:56].

Matt Bertram: ESS 60.

Chris Burress: Yeah. My other company, we’re working on kind of having a very specific branded keyword and kind of changing the dialogue. In his case, he’s like, a brand, a product, a step by step system, if you’ve created it, there’s only one person who’s optimized for it. So that’s good.

Matt Bertram: Well, look, inbound marketing, that’s what HubSpot started.

Chris Burress: [crosstalk 00:08:22].

Matt Bertram: They coined the term and now, I mean, they’re ranking for everything related to that because basically in Google’s mind structure, they were the first ones to kind of build out that word. So they’re going to have so much domain authority. Side note, have a client that is in the mixed martial arts space and we’re going to be outranking, and we already have for parts of the word but for the people that started jujitsu were outranking the people that actually started jujitsu here. [crosstalk 00:08:54]. Yeah. So-

Chris Burress: It can be done.

Matt Bertram: It can be done. Anything can be done.

Chris Burress: So was your next goal to outrank HubSpot for inbound marketing? Is that…

Matt Bertram: I mean, that’s somewhere on the list, but it’s way back there.

Chris Burress: There’s the list that’s going to happen, the list that probably shouldn’t happen and might happen, the list that might happen, the list that’s probably never going to happen because of time, just because of time. Not that it can’t be done.

Matt Bertram: Well, we’ll see. I mean, when we start coming out with some email automation services, we’ll do it then.

Chris Burress: So Brian shares that-

Matt Bertram: I’m going to outrank the New York airport for their… I’m doing that.

Chris Burress: EWR?

Matt Bertram: That’s definitely happening.

Chris Burress: That’s cool.

Matt Bertram: Yeah.

Chris Burress: So he gives the example, he wrote this article, it’s called Link Building Case Study, How I Increased My Search Traffic by 110% in 14 days. And he created the phrase, the skyscraper technique, right?

Matt Bertram: Yeah, he did. Yeah, mm-hmm (affirmative).

Chris Burress: So guess who shows up when you search for-

Matt Bertram: Neil Patel. No, Brian does too.

Chris Burress: He still gets a steady stream of organic traffic from people searching for the skyscraper technique.

Matt Bertram: No, for sure.

Chris Burress: And we’ve talked about it on the podcast, so. Number 19, find undiscovered keywords with this underground SEO tool.

Matt Bertram: Which tool is that?

Chris Burress: Yeah, it’s on the next page.

Matt Bertram: Seed keywords.

Chris Burress: Yes. So it’s called and it’s really kind of interesting. So first you had to seed keywords and you select a scenario, right? You’re going to create a scenario where people might search and then you actually can email it to friends and family and ask them how they would search for this scenario. And then they get back to you and-

Matt Bertram: You do a little survey.

Chris Burress: Your friends and family never think the way you do. So they’re coming up with stuff. And I’m sure this has happened to you, you go home and you say something and they go, “I would search for this.” And in your head you’re like, well, no one would search that way. And you’re then you’re like, “Well, okay, if you will, there’s lots of people would search that way.”

Matt Bertram: Well, we really found people aren’t comfortable dropping off the www., right? Not yet, right? You have, you really need to have the www., for a lot of people. And so there’s definitely early adopters and there’s things-

Chris Burress: Laggers.

Matt Bertram: Yeah. And people use things very differently. So I’m always surprised that not everybody thinks like I do.

Chris Burress: Yeah. Because it’s so logical in my head.

Matt Bertram: But I mean, that’s why you got to go based on the data, okay? But you got to do what the data tells you to do. And that’s why I like digital marketing so much is, you take a data snapshot of what everybody’s doing and then you cater to the majority.

Chris Burress: Right. Yeah, and everyone here at this office is very passionate about this is the right solution because you need to be driven. And then when you get the data and it’s clearly not the right solution, you’re like, well, this is the right solution, whatever the data tells you.

Matt Bertram: Well, people ask me, what do you think? And I’m like, well here’s some of the best practices but let’s see what the data tells us. And so always go data first. I mean, you’ll never go wrong. Data doesn’t lie.

Chris Burress: Data doesn’t lie. Well, un-manipulated data doesn’t lie. All right. Number 20, find niche specific link building opportunities using Flippa.

Matt Bertram: Flippa.

Chris Burress:

Matt Bertram: Sounds pretty gangster.

Chris Burress: This is an interesting strategy. Flippa is like an eBay for websites. And so as you’re looking, I’m just going to read this because we weren’t familiar with Flippa.

Matt Bertram: No.

Chris Burress: We will be at the end of this. Because people that sell their sites on Flippa give away every detail about how they built their site, that means they often show you their keywords, content marketing strategy and of course link sources. It’s like downloadable content marketing plans if that site is in good spots. So basically, you want to look for a website that has monthly users of at least 500 per month. And then he gives this whole example where they’ve shown you the inbound links that that website currently has. So guess what kind of list that is? A contact list-

Matt Bertram: I have heard of Flippa but that’s like buying a website, getting it to rank and then selling it, right?

Chris Burress: Right.

Matt Bertram: Interesting. I never thought about that.

Chris Burress: But you can use the data that they’re sharing with you in order to do some reverse engineering.

Matt Bertram: This is good. I’m learning stuff. That’s why we do this podcast. For us too. Brian, thank you.

Chris Burress: Maybe we should erase it so that we don’t share it with everyone who does SEO. And so only Brian and us and well, I guess anyone who’s read the article-

Matt Bertram: I mean, we’ve given enough stuff away that basically, we’ve created our own competition. We’re going to put everything back in a black box and be like, “Hey, do you want internet marketing? Just buy this little black box and we got you.

Chris Burress: Yep.

Matt Bertram: No, but here’s the thing, that’s the funny thing, right? Strategy is super valuable, okay? Strategy is what drives everything.

Chris Burress: Execution of the wrong strategy is a total waste of money.

Matt Bertram: Yeah. So executing strategy is also equally as important. So you’re not only get-

Chris Burress: Strategy without execution is also not valuable.

Matt Bertram: Yeah. Yeah, I don’t know. That’s it.

Chris Burress: So, execution without strategy, not valuable. Strategy without execution, not value. You need both of those pieces.

Matt Bertram: Yes. You really do. Really, everybody that has a business has to start to become at least familiar with digital marketing. I mean, the world we live in today-

Chris Burress: [crosstalk 00:14:43] to our podcast, I mean, that’s what’s going on here.

Matt Bertram: All of y’all are really smart.

Chris Burress: You are geniuses. Geniuses.

Matt Bertram: Geniuses. [crosstalk 00:14:53] geniuses.

Chris Burress: 21, use the Google search console to get more targeted traffic, right? So we’re all-

Matt Bertram: Yes, that’s true. I thought he was going to say search Keyword Planner because Keyword Planner only shows you the paid terms. So there’s this huge gap, right? So [crosstalk 00:15:09] of unpaid terms that there might be opportunity or there is still business intent, but people miss it. I’ve seen so much that people-

Chris Burress: I kind of have to think that most PPC campaigns are run so sloppily, right? And so open that what keywords are not actually being paid for?

Matt Bertram: Well, I have found that, right? So I have found that if no one’s bidding on it, there’s keywords that, okay, so it’s say 30 bucks a click for whatever this is, but this keyword that is a little bit longer tail-

Chris Burress: And there’s even a little more intense.

Matt Bertram: Yeah, a little more intent that no one’s bidding on it. And then maybe the SEO too difficulty to rank for, it’s like 70 or something like that. So it’s very difficult to rank it for it overnight or whatever. So basically it’s like, that’s where you put the pay dollars. And so you’ve got to get a lot more strategic on how you’re doing things. And this mass volume is just bidding up the price. I mean, I got about 15X to 32X depending on the client with SEO. When we’re talking like six months to a year campaigns, and that number’s just going to widen because more people are just dumping money into PPC.

Chris Burress: Yeah, you were saying you went to this agency only conference and almost none of them were doing search.

Matt Bertram: People don’t want to do SEO because it’s a moving target.

Chris Burress: Moving target, it’s complicated, it takes different skills sets, yeah.

Matt Bertram: So there’s a lot that goes into it but I mean, for 32X return on investment, like come on.

Chris Burress: That’s where you start. It may take a little bit longer but that’s where your value is going to come.

Matt Bertram: That’s what I’ve seen.

Chris Burress: So again, get into search console, the data comes straight from there. What he did is he looked at, see how many clicks for a particular high impression term you’re getting. So if you’re getting a ton of impressions but not many clicks, then there’s opportunities there. Why might you not be getting any clicks? If you’re in page one [crosstalk 00:17:15], right? So if you’re in position 10, you may be getting a ton of impressions because maybe there’s a lot of search volume but we know most of those clicks are going through one through five, right? One through three really.

Chris Burress: So you got to boost that up. And he was like, “Well, how do you do that? Improve your click through rate, meta-description, add more content, make it a better article, include visual multimedia, include videos so that people stay there longer and build backlinks. That sounds like fundamental SEO.

Matt Bertram: It does. I mean, I was just kind of like, give me an epiphany, give me an epiphany [crosstalk 00:17:52]. So another quick story, another client. So client came to us, had big SEO companies doing stuff. They were doing some, I would say, some very shady things.

Chris Burress: We’ll call it, on the line.

Matt Bertram: Quite a bit far past the line, personally. But basically, the client was saying, “Hey-” And basically, I was telling him to do fundamental SEO on their site, on page stuff. None of it had been done.

Chris Burress: Which they were [crosstalk 00:18:22].

Matt Bertram: So everything was being driven off page and just boosting this thing out there. And so when we picked up the client, it fell like a rock. And they were like, “What did y’all do?” And I was like, “Let me show you what is actually happening.” And I had to educate them on the back end. And so they had put a hundred grand into this website that basically the company had just peeled off as soon as they left-

Chris Burress: All the links, things they were paying for.

Matt Bertram: And so when we were in the discussion period, they were trying to figure out why this company hadn’t done the fundamental stuff, okay? And I was like, “Because they don’t care about your website.” And that was really hard for them to hear. And they were like, “No way.”

Chris Burress: They don’t care about your longterm strategy.

Matt Bertram: Yeah. Yeah. Well, they were really trying to figure out why all this stuff hadn’t been done because it was very basic and fundamental and they’re like, “We know this stuff. It’s basic fundamental.” And I was like, “Well, it hasn’t been done.” “Well, why would they not do that?” That’s what they’re asking me, “Why would they not do that?” And I was like, “I don’t know.” I think they just don’t care about your website. And they were like… I mean, they had a longterm relationship with this company and I was like, yeah.

Matt Bertram: And then when we switched, it was like… Dropped like a rock and I pointed out everything that was happening, I was educating them along the way. We caught it. Okay? So they had a toxic backlink profile too. And so we were having to do customer repair, get it back up. Happy to say we’re probably six months in. Their website is now at the highest point it’s ever been and we’ve done it the right way, and we have been repairing-

Chris Burress: And it’s sustainable.

Matt Bertram: Yeah. So, yeah. Anyways.

Chris Burress: Very cool. All right. So this article was about 21 tips and now we’ve got our first bonus.

Matt Bertram: Boom. I love bonuses. Yeah.

Chris Burress: This is Ryan. You don’t have an article without a bonus in it. And so bonus number one, get more traffic and white hat links with your upside down guest posts. Again, I’m going to ask you without looking at the paper, do you know what an upside down guest post is?

Matt Bertram: I probably do, but I don’t know that by that name.

Chris Burress: That name, right? Well, he’s always coming up with his own name. So is that even fair?

Matt Bertram: This is true.

Chris Burress: Intelligently so. Basically, typically you write a guest post and your author tag, right? Your author block, not tag, right? Because that’s something very specific. Your author block is at the bottom and that’s where your link is. And there’s been some talk about Google’s been cracking down on guest posts and Google is devaluing those links that are in that bio tag area, in that bio, right? So just move it to the top. So have it start off with, “Here’s a little bit about that.” And then now read the article. So it makes sense.

Matt Bertram: Just move it to the top in the abstract. Yep.

Chris Burress: Yep.

Matt Bertram: I love it.

Chris Burress: It’s simple.

Matt Bertram: Yeah.

Chris Burress: And obviously, somewhere in the body of the article would be a good place to.

Matt Bertram: Okay. So I got a little bonus.

Chris Burress: Oh, but make sure it’s not forced, like you’re just forcing it in there. Make sure it flows with the article.

Matt Bertram: I got a little bonus of my own.

Chris Burress: Okay.

Matt Bertram: All right. So I’m working with one of our new podcast outreach, [inaudible 00:21:18]. And basically, we’re training her to do a bunch of different stuff and this is what she said. She said-

Chris Burress: So podcast outreach, just in case somebody doesn’t know, that’s the process. So for my other company, I’m appearing on podcasts and so we’ve got a team of people who are working to get me on those podcasts.

Matt Bertram: Yeah. Yeah. So we’re actually building a whole kind of media division, right? And growing that. So there’s a lot of moving parts. But basically, she was telling me about how her brother was writing papers in 30 minutes to an hour, right? So think about back in school, writing papers 30 minutes to an hour. So just going into Google and hitting record and then text writing it, and then just cleaning it up. And so, we’re writing another book, right? A bunch of us are writing another book and so I’ve been focused on that.

Chris Burress: It’s the Chris Burress and the influencers, right? That’s the title of it.

Matt Bertram: I think that that was your vote but everybody else [crosstalk 00:22:17] .

Chris Burress: And I’m sure I can get my wife to vote too.

Matt Bertram: I think Nolan was on board with that. No, but so we’re writing another book. So when I’m writing a book, I usually don’t do as much blogging, right? But there’s definitely some stuff that I want to share that I’ve been learning and I’m like, how can I do that? Because usually for me writing, I got to sit down, it takes forever. So that’s something that I’m going to try. I’m going to-

Chris Burress: Dictating your articles.

Matt Bertram: Yeah. Yeah. I’m going to try that and then just get one of our copywriters to clean it up.

Chris Burress: It’s such a crazy concept because we have our customers come in and we record conversations that they have with our writers and then they turn them into blogs and good content. So crazy.

Matt Bertram: Well-

Chris Burress: It takes a while to click.

Matt Bertram: It takes a while to click. I mean, I’m surprised I didn’t change your name for now.

Chris Burress: All right. Let’s see. The next is, and this is interesting, so a bonus in this article of 21 SEO tips is, learn SEO quickly with this step-by-step beginner’s guide. And he literally goes through, I think it’s about four points, but what we’re going to say is just continue to listen to our podcast.

Matt Bertram: We are how you learn SEO. I think that we’re sharing what we’re doing and what we’re finding out with you. And we have a pretty dataset that we get to see accounts across all industries. So we do a lot of home services. We do a lot of professional services.

Chris Burress: Legal, yeah.

Matt Bertram: Yeah. We’re doing a lot of econ as well now. And really B to Bs, more customized, right? But big corporate accounts dependent on… A lot of them are selling to the end user [inaudible 00:00:24:09], so B to C on kind of any level. And we’re sharing what we’re doing and what’s working with you, right? And then also if you are a client of ours, we’re actually coming out with a newsletter where we’re going to be sharing even more I guess, insider tips of what’s happening, what’s going on and that’s going to be part of kind of our…

Matt Bertram: Like if you’re a client, so you get kind of inside scoop of stuff and that’s going to be coming out monthly, this month actually. So we’re working on that. So a lot of writing, maybe a lot more dictating.

Chris Burress: Just giving it all away like we’ve done from the beginning.

Matt Bertram: From the beginning. And come on, we need some competition.

Chris Burress: All right. We have one more. We have bonus number three, use expert roundups to generate links and social shares on autopilot… Within the Tesla, I can tell you autopilot, it’s actually when I can start reading articles like this thing. Ding ding.

Matt Bertram: That is awesome. No, I think roundups are fantastic. I will tell you that our new best, best SEO website, we got that bad boy to rank on first page for that keyword term with no links based on the taxonomy of the site, the site structure, but we built it in, it’s a PWA for [crosstalk 00:25:33].

Chris Burress: Fundamental SEO?

Matt Bertram: Fundamental SEO. Fundamental SEO, you can rank on first page. Content, you can rank on first page. And then there’s everything else that that gets you over the top based on competition. But SEO, that term is starting…. Now we’re LinkedIn SEO and YouTube SEO. Everything is just basically online visibility, getting your product or service or your yourself, if you’re building your personal brand, to the top.

Chris Burress: You mean like that book?

Matt Bertram: This book, you could get your own bobble head.

Chris Burress: Yeah.

Matt Bertram: Yeah. That happens.

Chris Burress: Yeah. So that’s part of the strategy in the book. I think that’s chapter 48.

Matt Bertram: Well, so the next book that we’re coming out with are really people like yourself, other influencers in Houston have huge followings, have podcasts, drive their business through-

Chris Burress: Great content.

Matt Bertram: Great content, attraction marketing and bring the business to you. So a lot of these fundamental strategies that we talk about in here, people are using every day. And this is really what I’m starting to see. Being an internet marketer is like a full time job but almost in every role that I can think of from recruiters on LinkedIn, sales people, business owners, you almost have to… You can’t get around it. Everyone needs digital marketing, everybody needs online visibility, and really the generation… They actually came up with the new generation. Did you know that?

Matt Bertram: There’s like four years and they’re in between-

Chris Burress: I don’t know if you this, that happens when people have kids. There’s-

Matt Bertram: No, that they’re going back and they’re relabeling a generation. Yeah, they’ve relabeled and it was through the four year period where people were in high school or whatever that didn’t have technology and then got hit with technology. [crosstalk 00:27:35] transition, but now people that are moving into the consumer market, okay? We say probably 18 and up or something that.

Chris Burress: They’ve had it from the beginning.

Matt Bertram: From the beginning. And so how they think, how they do things is completely different. And so there’s definitely, when you’re marketing to different genres, you have to market in a different way. But as people-

Chris Burress: Generations. Yeah.

Matt Bertram: Yeah, yeah, yeah. Is genres not the same thing?

Chris Burress: Genre is like, a type of music is a genre. So you might have a type of-

Matt Bertram: So what’s a baby boomer?

Chris Burress: A baby boomer is a generation.

Matt Bertram: Okay, fair enough.

Chris Burress: Yeah, it’s a generation to people.

Matt Bertram: I thought it was a genre of people.

Chris Burress: I think you might be able to say they’re lots of genres in them, like hippies might a genre of people, right?

Matt Bertram: Fair enough. We’ll see what Wikipedia says because I don’t know, maybe we’ll add some new links to Wikipedia.

Chris Burress: Changing the face of literature one podcast at a time.

Matt Bertram: Chris. On fire.

Chris Burress: If only we were a literature podcast. An authorship podcast.

Matt Bertram: I like it.

Chris Burress: All right, so the final bone is, we already did. Roundups generate links, put together a bunch of, I don’t know, here’s an [inaudible 00:28:52] strategy. Put together a bunch of influencers in a city like Houston, throw them into a book and then-

Matt Bertram: Get everybody to cross promote the book.

Chris Burress: Well, we’re already doing that. Brian, you’re a genius.

Matt Bertram: That’s what I’ll tell you. When I went out to this conference, about everything they were saying, we were already doing or working on. There was a few things related to proposals that I learned. There was definitely some good networking that was being done and I just realized also how many people don’t do search, okay? There is so many people that do paid advertising but very, very, very few people did search, or at least did it well. And I’m reading articles, as I was trying to stay up-to-date with what’s going on and people were like, “Yeah, if you’re stuck in the second page, whatever purgatory for SEO.

Matt Bertram: And I was like, “If you’re not on the first page and your clients aren’t on the first page and you’re not getting there within a year’s timeframe, step up your SEO.”

Chris Burress: Don’t sell that service.

Matt Bertram: I mean, we’re [crosstalk 00:29:56] people in the first position in Google. That’s what we’re trying to figure out how to do is get people in the first position or top five for Google and stay there. And I’m hearing a lot of these articles and people talking about the things you need to do to get off the second page.

Chris Burress: Get off of position five.

Matt Bertram: Yeah. Like how do we move from position five to position one? How do we move position nine to position five and then position one? And then also really what we’re doing a lot of is, here’s the business strategy to gain business multichannel, and then grow into other areas. I mean, we really do look for clients that are long term-

Chris Burress: Looking to grow.

Matt Bertram: Looking to grow long term and that are kind of growth oriented. Yeah. So I don’t know, I’m just saying I’m seeing this huge divide happen. People know that internet marketing is working and they’re dumping in money. Okay? And it’s getting more and more competitive and people that are not totally sold on it, that are kind of backing away from it. And really the lion shares getting over here, with the people that are dumping in and it’s just spreading. It’s just spreading and the bigger brands are coming in, and I think every month it changes a little bit. It’s a moving target, it gets a little tougher.

Chris Burress: I think one of the things that’s interesting about search, right? Search engine optimization is everything that you need to know about running PPC ads, right? Except for the interface, right? So you’ve got to know how to use the interface and what options are available, but everything that you know to do SEO, think about it. Get in front of the client, make sure you keep their attention, make sure you make them take action. That applies to PPC, but there are so much that happens on the search side that you don’t have to know or execute well to have a successful PPC campaign.

Matt Bertram: Well, PPC is pretty straight forward. A lot of the fundamentals, how the algorithm works absolutely can be applied. SCO, a lot more… There’s 250 something different ranking factors. I think there’s actually a ton more. There’s also ranking factors that Google’s saying [inaudible 00:32:09] factored that I’ve seen that are like… There’s just so much. I feel like to do SEO good, you kind of have to have a village that. You have to have a whole team to do it because doing one thing or this thing, or when we talk to people based on whatever strategy they were using, they were like, “It doesn’t work.”

Matt Bertram: And I was like, “Well, that’s one sliver of the entire pie of what you need to be focused on.” And if you’re not doing it on a certain level, it’s just a drop in the ocean. But yeah, I know we got to wrap up. We got to get out of here. We can [crosstalk 00:32:44].

Chris Burress: This was another great podcast. Punch in the face to you bringing in Dean. If you’re interested in some swag, right? You can get some tee shirts from us, marketing tee shirts. They’re not even really that many great ones out there. We’ve got them. Go to and you can find those.

Matt Bertram: I really would like to get some hats, other merch.

Chris Burress: Yeah. You’re just changing everything.

Matt Bertram: Merch.

Chris Burress: Merch.

Matt Bertram: Merch.

Chris Burress: You need some merch from swag. Punch in the face for Brian Dean, punch in the face to all of you fans who’ve been listening to our podcast.

Matt Bertram: Yes.

Chris Burress: We’re so excited that you’re following-

Matt Bertram: Leave us a review if you’ve had success. Tell us that this is working because people have reached out to me. Say, “Hey, are you still doing, are y’all still pushing out on iTunes? I want to listen to more podcasts.” Fuel the fire, okay? Let us know that it’s working, that you want it. Share, comment, introduce us to people.

Chris Burress: [inaudible 00:33:40].

Matt Bertram: [inaudible 00:33:41].

Chris Burress: Is that a branded phrase that-

Matt Bertram: Yeah, I feel like that is, it’s the-

Chris Burress: [inaudible 00:33:45]. Share, like and follow us.

Matt Bertram: Boom.

Chris Burress: Please. Yeah, really important. And you guys have made us one of the most popular internet marketing podcasts on iTunes. We really appreciate you. Until the next podcast, my name is Chris Burress.

Matt Bertram: My name is Matt Bertram.

Chris Burress: Bye, bye for now.

Matt Bertram: Bye, bye for now.