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#475 - 10 Content Marketing Skills You Need to Master by Julia McCoy Part 2
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00:00
[Music]
00:10
hi and welcome to the seo podcast i know
00:12
secrets of internet marketing my name is
00:14
chris burris one of the owners here at
00:16
ewebresults
00:17
my name is matt bertram your seo expert
00:19
the seo expert you even wrote an article
00:21
we’ll probably cover that in the next
00:23
podcast
00:23
of your article it says an seo expert
00:26
walks into a bar
00:28
bars beer garden hangout lounge
00:30
nightclub mini bar
00:31
bar stool tavern pub beer wine whiskey
00:34
that’s how an seo or thinks that’s for
00:36
sure well this was probably like five
00:38
years ago seo but
00:40
welcome back to another fun-filled
00:42
edition of our podcast
00:44
this is podcast number 473
00:48
and it’s part two of this article and
00:50
the article
00:51
is top 10 must-have content marketing
00:54
skills it’s by
00:55
we actually didn’t know the author on
00:56
the last podcast it’s been
00:58
our apologies to miss julia mccoy i
01:02
think we’ve done articles from her
01:03
before it was posted in search engine
01:06
journal
01:07
uh before that remember we are filmed
01:09
live here in houston texas and matt and
01:12
i we
01:13
are your results rebels so so chris
01:16
yes so as we’ve been designed i feel
01:19
like you’ve prepared this
01:20
and then now you’re just springing it up
01:23
actually
01:24
maybe think of it okay right and so
01:26
really we’ve
01:27
designed we’re designing the new website
01:29
we’ll launch it in march
01:31
and uh we’re rebranding the company
01:32
we’re kind of co-branded right now
01:34
ewr digital we’re kind of maturing the
01:36
brand a little bit and
01:37
um really uh based on the logo that we
01:40
designed so it’s an ewr in all capitals
01:41
because we have a smaller case we’re all
01:43
captains now we’re adults here
01:44
[Laughter]
01:46
and uh and uh and basically you know
01:50
something that’s pretty popular is
01:52
everything in like a box right
01:54
right yeah so i i moved us a little
01:56
outside the box okay i like that and
01:58
yeah
01:58
focused on results right so focused on
02:01
the r
02:02
yeah so there’s a little story behind i
02:03
like that right i’d like that
02:06
it’s always interesting when you get and
02:08
and usually it’s a sign of a good logo
02:09
when there’s a good quality story being
02:11
yeah oh yeah
02:12
yeah very cool doesn’t that look that’s
02:14
just focused
02:15
we’re looking at black at the digital
02:17
screen over on the left and
02:19
it looks pretty good so that will be
02:21
revealed
02:22
march into march and tomorrow morning
02:24
and the first quarter that’s their goal
02:26
very cool um we are your results of
02:29
uh rebels i do need to read a couple
02:32
reviews okay
02:33
um and the first one is not five stars
02:37
uh this is i found a bunch of reviews
02:39
actually over on podbay
02:40
and we had never looked at them and they
02:42
go way way way way back
02:44
uh this one is from t sum 47
02:48
it’s only two stars it says i felt like
02:50
i had to listen
02:51
to a lot of bs that i could easily read
02:54
off the internet in less time
02:56
no real meat this is for people deep
02:59
into seo not
03:00
newbies now i don’t know if he’s making
03:03
the comment
03:04
that his idea is it’s supposed to be for
03:06
people deep into
03:07
seo and not newbies or is he saying
03:10
that’s what it’s
03:10
that’s right like that’s the
03:12
interpretation but it’s not that clear
03:14
uh tsum uh potiph to you and i’m sure
03:17
you
03:18
hate that no no okay i know
03:21
i don’t know for taking the time to
03:23
actually write to us like
03:25
we need feedback we always need feedback
03:27
we need feedback
03:28
and and and i’m going to tell you one of
03:30
the things that we recognize when we
03:33
read reviews that aren’t positive is
03:34
that you’re 10 times more likely to get
03:37
a negative review than a positive review
03:39
and if you look at our collection of
03:42
reviews
03:42
they’re more than 10 times likely to be
03:46
positive so i think that says something
03:48
and i actually have another
03:49
uh review that we’ll get into here in a
03:51
second
03:52
okay this one is uh from jay barshop the
03:55
title is awesome show highly recommend
03:58
matt chris and their guests we don’t
04:00
have guests that often provide some
04:02
incredible
04:03
uh incredibly actionable and compelling
04:05
content spotlighting the coming
04:07
seo and content marketing trends and
04:09
absolute best tactics to help you
04:11
effectively grow your business without
04:13
breaking the
04:14
bank highly recommend listening and
04:16
subscribing to the seo by the way yes
04:18
subscribe and follow that’s very
04:20
important uh to the seo podcast unknown
04:22
secrets of internet marketing
04:24
if you want the knowledge and mindsets
04:26
to get ahead of the curve
04:28
and then in parentheses and reach your
04:30
overall business goals as a result
04:33
to you jay barshup um that’s what that’s
04:36
what we’re hoping that we’re delivering
04:38
with a little bit of personality right
04:40
talk about
04:41
mindset enough yeah i think that’s true
04:44
i think it’s really really important to
04:46
have the right mindset when you’re
04:47
approaching a you know a digital
04:49
marketing campaign
04:51
like 100 percent right and and and like
04:54
we’re we’re in the job of just creating
04:58
like amazing results
04:59
yes and so you know if you’re going into
05:01
it as a pessimistic that you’re going to
05:03
be hitting all these brick walls
05:05
you know it’s probably not the right
05:06
time most people that come to us
05:08
have already uh spent a bunch of money
05:10
and it didn’t work i hit a bunch of
05:12
brick walls already yeah bunch of brick
05:14
wall so they come to us very very
05:16
pessimistic jaded
05:17
for sure and you know based on
05:20
over the years the results that we’ve
05:23
produced we’ve learned consistently
05:25
yeah we’ve learned what works and
05:27
doesn’t work and
05:28
you know i actually did do a a workshop
05:31
where people flew in and i
05:32
i i i uncomfortably had to tell them i
05:35
don’t think that their business
05:36
is a good business i think they left us
05:38
a better review or something oh really
05:40
but i i mean basically i suggested that
05:43
they
05:43
pivot their business in a different
05:45
direction uh where there was more search
05:47
for them because they were trying to do
05:48
it
05:49
really on a shoestring budget and there
05:51
was no volume so you’re gonna have to
05:52
spend a bunch of ads to generate a lot
05:54
of business
05:54
here’s how i would go to kind of stair
05:56
step into what your true passion is
05:59
but i i told them you know i said look
06:01
this is how i would do it if i was you
06:03
based on what i know
06:05
the way you’re going right now is you
06:07
know i i think it it’s
06:08
not gonna you’re not gonna get an roi
06:10
and so so i would i would look at that
06:12
going
06:13
if someone helped me to not make a bad
06:16
decision
06:17
financially like financially and learn
06:18
from somebody else you know
06:22
yeah you know you spend 1500 grand and
06:24
you have nothing to show for it
06:25
i think it’s that becomes the case of
06:27
they shot the messenger
06:29
for the message fair enough right like
06:31
the message wasn’t what they wanted to
06:33
hear
06:33
and and if they did i don’t know if they
06:35
did leave us about i don’t
06:36
i don’t maybe they just it was it was
06:38
alyssa had
06:39
had brought them in and i you know she
06:41
said i i remember that they had their
06:42
friends
06:43
i said really uncomfortable i need you
06:45
in this meeting to kind of
06:46
walk through this because i basically
06:48
got to tell them that this is a bad
06:50
business strategy it’s a bad idea and
06:52
they push for the strategy session
06:53
anyway
06:54
yeah um we actually do turn people away
06:57
um and and like we just i think sold a
07:00
website
07:01
they called us four times and we were
07:03
like no we don’t
07:04
think yeah we just make sense yeah yeah
07:07
and they’re four times
07:08
like no we want you to do it and but
07:11
anyways go on we don’t want to be
07:12
infomercial here we’ll get to those
07:15
reviews
07:16
later um i did check uh i’m wearing a
07:19
shirt right now
07:20
says seo internet marketing results
07:23
has kind of a star wars theme yvonne has
07:25
one as well you can’t see him
07:26
working behind the camera on the back it
07:29
says may the rank be with you
07:31
we’ve got a bunch of other shirts if
07:32
you’re interested you can get them still
07:34
at ewebresults.com
07:36
swag i did double check that before um
07:41
and that’s really i’m changing the
07:43
attire
07:44
yeah because you have to have like some
07:45
kind of internet marketing t-shirt
07:47
yeah i think it’s got to be collared or
07:49
buttoned down shirt yeah right because
07:50
we’re having a lot more clients come in
07:51
yeah um and so um
07:54
yeah if you’re not uh advertising your
07:57
internet
07:58
passions then be dressed up yeah yeah
08:01
i think that’s fair uh that makes sense
08:03
all right so we’re gonna jump into this
08:05
article
08:05
before we do that uh we would ask you to
08:07
do something shikou us
08:09
share like follow uh and as you’re
08:12
sharing
08:12
like in following and if you’re on
08:14
youtube go ahead and subscribe
08:16
and follow um you should hear in your
08:18
head the sound that sounds like
08:20
chicao that’s that’s what shaikh we
08:23
gotta get a button
08:25
all right i’ll do the recording all
08:27
right so now we’re going to get into
08:29
uh the buttons of you saying saying
08:33
different stuff
08:34
um the top 10 must have content
08:36
marketing skills again
08:38
patif to julia mccoy uh we really
08:40
appreciate this article uh we broke it
08:42
into two sections
08:43
uh go back and listen to podcast number
08:45
472
08:47
in order to get the first one here we’re
08:49
starting at skill
08:50
number six look ahead planning content
08:54
planning content way ahead of time is a
08:56
skill that you need to have
08:58
to do this right and and she talks about
09:00
how uncomfortable it can be
09:02
like you wake up on a friday and you
09:04
know well today’s the day i got to make
09:06
content and you haven’t actually thought
09:08
about the content you’re gonna make i
09:09
think we’ve all been there i think that
09:11
that’s with life you just gotta plan out
09:13
a little bit better yeah like i mean
09:14
that’s
09:15
what i’m teaching a lot of people
09:16
they’re coming in going what do i need
09:18
to do today and i’m like
09:19
you need to have that planned out like
09:21
the previous yes last night yeah yeah or
09:23
we’re not stop downloading tasks to them
09:25
of like what they need to complete
09:26
because there’s a lot of people that
09:28
just want to
09:28
knock out tasks yeah and you need to
09:31
plan those tasks out you’re going to
09:32
move into kind of the strategy level
09:34
that’s
09:35
really what you have to do is plan
09:36
things out do some gap analysis
09:39
figure out where the trends are you know
09:41
when you’re creating content there’s a
09:42
lot that goes into it
09:43
yeah and one of the things and and we
09:46
keep track so every
09:47
every time we do a podcast i’ve got a
09:49
sheet that tracks like what the article
09:51
was
09:52
what the date was what the reviews were
09:54
so we don’t end up um
09:55
other than the last podcast repeating a
09:59
particular review that was just because
10:00
it was fun
10:01
and i have chris that does this they
10:02
called you mike
10:05
so that way i mean that’s part of
10:07
planning it right that’s part of
10:09
planning ahead is to make sure that
10:10
you’re not redoing something that you’ve
10:12
already done because you’ve got it all
10:13
digitally
10:14
stored we’ve done a 473 podcast though
10:17
i don’t think so uh um i would give it a
10:21
50 50. have we done 470 through four
10:25
really we’re higher than that yeah what
10:28
podcast is that when you get a chance
10:30
let me know what podcast this is and
10:31
then we’ll correct it
10:32
so uh our system isn’t a hundred percent
10:35
uh accurate
10:36
if we wanted to be accurate we might use
10:38
uh the one that julia recommends which
10:40
is buffer
10:41
uh she says buffer allows to sketch well
10:44
but is this is this buffer right here
10:47
yeah this is buffer yellow
10:48
but this is yeah it’s going to have the
10:50
same kind of looking card
10:52
yeah yep no it’s going to have the same
10:54
look and feel in fact you could just use
10:55
trello
10:57
hootsuite is more about scheduling
10:59
content that’s already created
11:01
whereas this is like hey here let me
11:03
schedule what content i need to create
11:05
let me put this let me put that
11:08
sme subject manner matter expert
11:12
interview on the schedule so i know when
11:14
that happens that kind of thing so
11:15
you’ve got that under control
11:17
um you do want to leave room for
11:18
spontaneity for for example if a
11:20
relevant question from one of your
11:22
followers pops up
11:23
why not address it in a lengthy podcast
11:26
i mean a blog
11:27
or podcast so i’m gonna say if you’re
11:29
listening to the podcast and you’ve got
11:31
some question
11:32
some burning internet marketing related
11:34
question that you have
11:36
uh would like answered then uh send it
11:38
in
11:39
podcast ewebresults.com that’s one of
11:42
the things that you
11:43
we used to do at the old location we
11:45
don’t do anymore yeah we used to
11:47
have it live right and then uh people
11:50
would be uh
11:51
asking questions and we would kind of do
11:53
it ad lib live yeah
11:55
that would be fun we could get back to
11:56
doing facebook live yeah
11:58
you know a screen yeah i was like
12:02
yeah i mean although now we could put
12:04
the phone here um
12:06
all right so that was number six number
12:07
seven skill number seven the ability to
12:09
repackage content so
12:11
when you’re talking about planning out
12:12
all your content what you can throw in
12:14
is you know you don’t always have to
12:15
make something
12:16
you might be thinking to yourself how on
12:18
earth can i come up with enough new
12:19
topics
12:20
the good news is you don’t have to you
12:21
can take older content uh
12:24
that you produced and simply repackage
12:26
it well that’s what neil patel and brian
12:28
uh backlinko do brian dean basically the
12:31
skyscraper technique
12:32
is taking a bunch of old blog posts and
12:35
then smooshing them together yeah
12:36
building a big
12:37
kind of tall tall content block um
12:40
i mean we’re doing this for a lot of
12:41
clients we’re taking old content
12:43
yeah it’s not ranking well right um and
12:46
then
12:46
kind of researching massaging it
12:48
massaging it or putting with another
12:50
uh piece of content and then
12:52
republishing it to get
12:54
some better traction to get it ranking
12:56
so when we have these sites that have a
12:57
lot of content
12:59
we’re able to quickly repurpose content
13:01
then generate
13:02
new content yeah or re what did he say
13:08
and he actually talks she excuse me she
13:10
julia actually talks about the reverse
13:11
which is
13:12
maybe you’ve got a 3 000 word skyscraper
13:14
article you can actually break that into
13:16
three different articles
13:18
right a little blog post and then you
13:20
could actually turn those individual
13:21
posts into little videos
13:23
well yeah i mean i think you can
13:24
repurpose that content for different
13:26
directions
13:27
and really um we could do a better job
13:30
of that with this podcast
13:32
yes you mean re we’re creating content
13:35
off of the podcast yeah
13:36
yeah i think we could chop it up and do
13:38
this and do that yep
13:40
yeah turn it into commercials that’s why
13:42
we need a full-time person
13:43
yep yeah skill number eight is i try and
13:46
distract
13:47
matt from hiring another person this
13:50
week
13:51
optimizing for voice search and ai
13:54
dun dun dun we have this this in fact
13:57
right before this podcast we used voice
13:59
search and what did we ask
14:00
what did we ask google about a sundial
14:02
we asked what is
14:03
what is a sun solar clock
14:07
called something else solar clock called
14:09
and and you know
14:10
and she knew then google knows the
14:12
answer and says it’s as smart as she’s
14:14
growing
14:14
sundial and this goes exactly to my
14:17
point about voice search is that
14:19
99 of voice searches are things that
14:21
you’re not gonna sell anything off of
14:23
again assuming you’re not talking about
14:24
restaurants near me right that’s
14:26
that’s that’s where you’ve got who what
14:28
when
14:30
yes so there are best practices so still
14:34
you might want to optimize for voice
14:35
search right so maybe you do sell
14:37
like antique sundials and you want to be
14:39
the first one to show up for antique
14:40
sundials
14:41
and you could say well here’s some
14:44
tricks to make sure that you can place
14:45
well
14:45
use the whole question like in my case i
14:48
was like what
14:49
is a sun clock right yeah
14:52
called so you could actually create
14:54
content that says
14:56
and i’m pretty sure well that’s the
14:58
don’t cheat
15:00
that’s the thing that’s the next one i
15:02
said the whole question
15:05
so ask that whole question as the title
15:07
of your art of your particular blog post
15:09
or whatever
15:10
and then next i don’t know you could
15:11
structure your content to be featured in
15:13
a snippet
15:14
just make how-to’s that’s what i’m
15:16
seeing working right now
15:17
is google wants how-tos and one of the
15:19
techniques we’ve been using is when you
15:21
do a search that’s relevant for
15:23
our client then google offers all of
15:25
these other questions that people are
15:27
searching related to that topic
15:28
people also ask and answer answer those
15:32
things
15:32
um and and blog posts and videos or
15:35
whatever to get
15:36
some good traffic i like that that
15:38
almost feels like a pro tip
15:39
um skill number what did she also divide
15:42
your content this will help you again
15:44
get uh optimized for voice search and ai
15:47
divide your content into relevant
15:49
relative relevant
15:50
h2s and h3s and then use numbered and
15:54
bulleted lists so i have to say this in
15:56
this section because
15:58
i am thinking about hiring okay another
16:00
person
16:02
and point number nine no
16:05
i’m serious so um i’m thinking about
16:08
creating an ewr lab okay okay
16:12
okay and so um there’s uh some senior
16:15
seos that that meet here in houston
16:17
yeah um you know there’s a meet up in
16:20
austin like yesterday right and
16:22
um anyways uh i got a couple of them
16:25
that
16:25
we we stay in contact you see them come
16:27
in and out of here um
16:29
some of them are ready to come over okay
16:31
okay someone already come over
16:33
and um like we we continuously find the
16:37
best strategies
16:38
and we need to like really dedicate to
16:40
that yeah and so
16:42
where where where we’re learning through
16:45
like doing and we’re seeing the updates
16:47
and we’re making assumptions
16:48
but like testing testing testing um is
16:51
really really important
16:52
and um i’ve been doing a lot of work on
16:54
gmb’s right now yeah um
16:56
because you know google my business in
16:59
my business a lot of clients just want
17:00
to rank at gnb they don’t have a website
17:01
they don’t need a website they don’t
17:02
want to rank and search
17:04
and so i’ve been doing a lot of research
17:06
on that and
17:08
i have a guy that’s really really good
17:09
and we’ve been going back and forth in
17:11
anything that i’ve read online any
17:12
courses i’ve taken from people i bought
17:14
he had uh he he threw testings been able
17:17
to teach me some things oh cool
17:19
and um and so uh that’s kind of like
17:21
what we were talking in the last podcast
17:22
about how many books you’ve read and how
17:24
you went into a particular conversation
17:26
with
17:27
with at that time somebody had a lot
17:28
more seo experience than you
17:31
and and how all right there’s one thing
17:33
to have we all know there’s book
17:34
learning and then there’s experiential
17:36
learning and there are there are
17:37
different things right
17:39
well also what i will say too is is the
17:41
time invested right to that 10 000
17:43
expert hours yeah um
17:45
you know over the course of 10 years or
17:47
20
17:48
years or whatever if you’ve been doing
17:49
seo since google’s been around
17:51
um somebody can compress that time
17:54
because if you’re just doing oh yeah
17:56
on a job and you’re not taking you know
17:58
time outside of work to to learn some of
18:00
these things
18:01
you’re not moving at such a fast pace
18:02
right and so reading all those books
18:04
um accelerated that it accelerates a lot
18:07
but that
18:07
experiential knowledge but bottom line
18:09
is i was having a conversation yesterday
18:12
about an seo lab seo lab so not even
18:15
hiring somebody but also creating a lab
18:19
skill number nine using links for higher
18:22
authority and relevance
18:24
links are essential you you got a phrase
18:27
um
18:28
uh content is king distribution is clean
18:31
right and distribution is about the
18:33
links that you get like how do you get
18:34
the message
18:35
out there and links on other locations
18:38
that point
18:39
into your content is is these links
18:41
they’re essential they can help google
18:43
understand
18:43
what your site’s about um if you’ve got
18:45
high authority on a particular topic
18:48
that’s linking into you that that’s
18:50
actually um
18:52
something that i’ve been get getting
18:53
asked a lot yeah like a lot of the
18:56
companies we’re working with now
18:57
have internal seo people right and
19:00
they’re wanting like corporate training
19:02
and so um everybody’s really afraid of
19:05
links
19:06
yeah um you should be but
19:11
you know so there’s some landmines out
19:12
there but people are very uncomfortable
19:14
with it and it is still about forty
19:16
percent of the seo pi
19:17
absolutely and so you know if if you’re
19:20
doing it and by seo pi
19:21
what he means is forty percent of the
19:23
criteria google uses in order to figure
19:25
out where to place you
19:27
uh relative to other people i i was
19:29
related to eating
19:32
seo pie that google meets
19:33
[Laughter]
19:36
yeah so anyways links are important what
19:39
they also do is show google which of
19:41
your pages are most important so that’s
19:43
not only links that are outbound but you
19:45
need to make sure that you take care of
19:46
your internal link structure and speak a
19:48
message with your link structure
19:50
hey here’s what’s most important on my
19:52
site you can with big sites you can
19:54
you can rank just with your own site
19:56
yeah pretty easily right the
19:58
the one linking structure that you have
19:59
the most control over
20:01
is the structure on your own website so
20:03
make sure you spend a lot of time on it
20:05
make sure that
20:06
it’s done done properly um the key is
20:08
choosing the best links
20:10
her her suggestion is alexa has a free
20:13
tool
20:13
not alexa like amazon alexa but alexa
20:16
the data alexa that’s online
20:18
uh the site ranks below a hundred
20:20
thousand so a low number is actually a
20:22
good number
20:23
um then it’s good to use that for
20:25
content for linking
20:26
from your content if it’s higher than a
20:28
hundred thousand then you might just be
20:30
wasting your time
20:31
oh are we talking about outbound links
20:33
that’s that’s trying to get inbound
20:35
links
20:35
yeah is that saying a site that ranks
20:38
below oh a hundred thousand
20:39
hundred thousand right okay so i mean
20:41
when i’m looking at sites too
20:43
to to try to get links back right if
20:45
you’re doing outreach
20:46
um sites that link out to way too many
20:49
people
20:50
um it’s it’s sharing all its seo juice
20:52
right and it’s just non-discriminate so
20:54
that link’s not that hard to get so
20:56
google looks at that
20:57
yeah that’s what i thought you were
20:58
talking about all right skill number 10
21:00
measure your content success all right
21:03
um and we’re going to talk about three
21:04
great ways to measure content success i
21:06
just want to share
21:08
you know we’ve all got this concept of
21:09
test and measure right
21:11
and i think that measuring and really
21:13
here at eweb we think that measuring is
21:16
so important the concept is really
21:18
measure and test so take that phrase and
21:21
turn it around
21:22
you shouldn’t even be throwing anything
21:23
out there that you’re not
21:25
understanding how you’re going to
21:26
measure it like don’t do it like
21:29
it’s not like oh let’s throw it out
21:30
there and then figure out how we’re
21:31
going to measure it it’s like how are we
21:32
going to measure it and then throw it
21:34
out there
21:34
so that you’re measuring it and you can
21:36
have some way to kind of
21:38
a b test it and get better results yeah
21:40
i i think that
21:41
there so we recently hired a quant guy
21:45
right like frank’s been doing a great
21:46
job yeah like financials projections
21:49
that sort of thing as
21:51
as we’re kind of building out case
21:52
studies of you know like we have one
21:54
campaign that’s a
21:57
twenty 28 hundred percent return on
21:59
investment twenty eight hundred
22:01
twenty eight hundred percent return on
22:03
investment and this is a site that’s
22:05
worth about fifty thousand dollars a
22:06
month
22:07
right and we’ve got their cost per
22:09
acquisition cost per acquisition
22:11
right down to four dollars per
22:13
acquisition
22:14
per acquisition okay this is a finance
22:17
company
22:17
yeah we’ve been with them for like five
22:18
years so we’ve really been able to
22:20
to implement everything that we want to
22:22
yeah i mean
22:24
but we we did lose a client yeah okay
22:26
because
22:27
it was a communication thing at the end
22:29
of the year and i looked at the data
22:32
and if we would have run a model to show
22:34
them what we actually did for them
22:36
they would have never left yeah okay and
22:38
and i i feel like that was a
22:40
uh you know a failing uh
22:44
explaining that and i basically have
22:46
frank running
22:48
running that model that we can use them
22:49
as a case study right
22:51
okay but i actually even though they
22:52
left yeah that’s how
22:54
good a job we did yeah amazing right it
22:56
was an automotive industry and
22:57
and really um i still have a good
22:59
relationship with the guy we’ve been
23:00
kind of facebooking back and forth and
23:02
you know we’re gonna we’re gonna have a
23:03
conversation but i wanna i wanna show
23:05
him
23:06
that data value of that i don’t want to
23:09
explain it
23:10
to them i want them to see it yeah does
23:12
that make sense yeah and i think that
23:14
really that’s we are data driven
23:17
and we gotta take that next step
23:21
to translate to the business owner
23:22
because when you go talk to a publicly
23:24
traded company it’s like hey
23:25
give us a million bucks you know what am
23:27
i going to get for the million bucks
23:28
what’s the projection
23:30
you’ve got four million yeah or whatever
23:32
it is like i mean like we’re big
23:34
e-commerce
23:34
right so um i think that it’s becoming
23:37
more and more important and people
23:39
are not looking at internet marketing as
23:41
much as marketing
23:43
right they’re like if i spin this i want
23:45
x return right
23:46
and and we’re you know we’re working on
23:48
this beta tool right now that
23:50
um helps give you kind of projection of
23:52
leads you can plug into
23:54
a calculator um what that formula is
23:57
it’ll tell you the competitors how much
23:59
content they’re creating
24:00
sorry never mind we’re good no that’s
24:02
good no no no no you look at your
24:06
keep on schedule here all right so a lot
24:08
of exciting things happening
24:10
measure your content success here’s
24:11
things to measure your email
24:13
click-through rates
24:14
man that cup probably hurt people’s ears
24:17
yeah be careful with that
24:18
email click through rates if people are
24:20
clicking on the links in your email
24:22
series take note of what’s actually
24:23
getting their attention
24:25
right um number two bounce rates do
24:28
people leave your site without clicking
24:30
that’s a problem he says if people click
24:32
away more than 70
24:33
of the time you need to improve your
24:35
content is
24:37
but the average click-through rate is
24:39
higher than that
24:40
isn’t it like if you like on all sites
24:42
yeah i mean i would say
24:44
it’s about 80 i mean our targets to get
24:45
it down to like 60 65
24:47
right 70 is a great a great target too
24:49
right yes
24:50
because you want to know that people are
24:53
actually engaging yeah and i think
24:54
there’s things that you can do on the
24:56
website because google is looking at
24:57
that quite a bit
24:58
of like getting them to take engagement
25:00
you google hates it when they hit the
25:01
back button
25:02
oh yeah quickly yeah quickly i think
25:04
they’re okay if you if they hit it
25:06
after some period of time um but they
25:08
don’t like you hitting the back button
25:10
especially they don’t like you hitting
25:12
the back button quickly and then
25:13
selecting
25:14
another item on the result the serp page
25:16
search engine result page
25:18
and then staying there so when you’re
25:19
structuring the site you want like kind
25:21
of three clicks to anywhere on the site
25:23
yeah and so a lot of sites that are
25:24
coming to us when we’re looking at the
25:26
information architecture
25:28
um are like five clicks deep yeah and
25:30
that’s really kind of hurting you with
25:31
google
25:32
yeah and there’s ways to kind of move it
25:33
around and kind of change the slugs and
25:36
you know the urls to to give it like you
25:39
want to be able to get anywhere on the
25:40
site in three clicks
25:41
the next is scroll depth right so
25:44
talk a little bit about tools for
25:46
monitoring person
25:50
and cut it off and scroll up that’s what
25:52
we used to do like right above the fold
25:54
you would have like a picture of
25:56
somebody that
25:56
someone would try to differ scroll down
26:00
yeah you know but that um that doesn’t
26:02
work
26:03
i haven’t done that in a long time that
26:05
was just affiliate stuff
26:08
so there’s some tools for tracking like
26:10
how far they scroll where they’re
26:12
clicking
26:12
all of that yeah i mean like if you have
26:14
them go down like two-thirds of the page
26:16
you can do a exit pop-up what are the
26:18
tools that
26:18
that we we typically use is is it like
26:21
hot
26:22
oh you’re talking about uh hot jar yeah
26:25
hot jar
26:26
crazy egg and crazy and we’re using both
26:28
of them
26:29
slows it down a little bit there’s also
26:30
one called lucky orange that i’ve used a
26:32
few times
26:32
okay yeah so those are tools that allow
26:34
you to understand how far they’ve
26:36
scrolled right so
26:37
um for um
26:40
for my other company i’m actually
26:42
working on a 72-page sales letter
26:44
and one of the things that we’re going
26:45
to do is track that
26:49
it’s a good sales letter i actually
26:50
learned stuff about my own business
26:54
that’s how good it is um but we’ll keep
26:56
track because if you look and
26:57
and people stop at a certain headline
26:59
then you know you got to adjust the
27:00
content at that particular headline so
27:02
it’s really good to understand that
27:05
activity
27:06
uh and when you’re thinking about
27:07
conversions so
27:09
rather uh dig digging up what your
27:12
specific
27:13
audience wants to know is is one of the
27:15
things that’s key for
27:16
making great content it’s talking to
27:18
them as a friend
27:19
in your own unique way in your own
27:21
unique voice keeping up with the current
27:23
trends and technology
27:24
only so you can serve your audience
27:26
better doesn’t that kind of sound like
27:27
this
27:28
podcast right like we know our audience
27:31
we have a unique voice some people like
27:33
it some people
27:34
mo we feel most people like it sounds
27:36
like we need to put that on people
27:39
hate it uh keep up with current trends
27:41
that’s what we
27:42
well interesting when you master these
27:44
skills your content strategy will lift
27:46
you to success
27:47
in no time i wrote two question marks
27:49
next to that
27:51
because i don’t know what the definition
27:52
of no time is for them i just know when
27:54
we started this podcast
27:56
way back in 2009 we didn’t get a single
27:59
phone call
28:00
for more than 12 months so it may not
28:03
happen that fast
28:04
but it’s responsible for 30 of our
28:06
business
28:07
and uh and so it does pay off there’s a
28:10
book um
28:11
and i’m trying it’s it’s by collins and
28:14
it talks about the the
28:16
i think it’s the 20 mile march right
28:17
which is if you’re
28:19
as they were trying to get into like the
28:22
north pole or the south pole i can’t
28:23
remember
28:24
um if they just did 20 miles every day
28:27
and some days 20 miles would be a
28:29
struggle and then
28:30
other days 20 miles would be really easy
28:32
and the point was
28:33
even when it’s easy you need to stop at
28:35
20 because you need that rest
28:36
and when it’s hard you got to push
28:38
through and get to the 20. and so this
28:40
podcast for
28:41
eweb now soon to be ewr
28:44
all of these transitions best seo
28:47
podcast
28:48
all of those uh it’s a like it’s the
28:50
20-mile march like it’s hard to
28:52
get together and make this happen but we
28:54
do get together and make it happen it’s
28:56
kind of
28:56
an interesting case study for yeah like
28:59
it was seven o’clock on a friday and
29:00
you’re like matt you can’t go we’ve got
29:02
to do a podcast
29:03
like we did one until like 11 one time
29:05
yeah well we
29:06
did lots of things and then we didn’t
29:08
record it and then we had to do it oh
29:10
yeah
29:10
that was that hasn’t thank you yvonne
29:12
that hasn’t happened in a while
29:15
that that is probably the number one
29:17
thing that like
29:18
from other podcasters that i talked to
29:20
is like
29:21
they they were they were recording the
29:23
interview and they’re like oh
29:24
i didn’t record and i was on a guest
29:26
podcast and that actually happened
29:28
oh wow like we got like you know 10
29:30
minutes down they’re like oh let’s start
29:32
over
29:32
oh man i gave you all my best stuff at
29:35
that point
29:37
all right so uh we do ask if you like
29:39
this podcast you guys have made us
29:41
the most popular seo podcast one of the
29:43
most popular except for what’s his name
29:45
internet marketing podcast who which guy
29:47
the review oh
29:48
well he hasn’t made us the most popular
29:50
submitting reviews and letting people
29:52
make their own decisions
29:53
that helps that helps um thank you and
29:56
what you could do for us
29:58
if you would be so kind is to share uh
30:00
the podcast with i don’t know
30:02
three three people reach out to yeah so
30:04
leave a review
30:05
share it reach out to us say hi thank
30:08
you
30:08
um if you’re interested in growing
30:11
revenue
30:12
in your business with the largest
30:13
simplest marketing tool on the planet
30:15
the internet call ewebresults for
30:17
increased revenue in your business our
30:19
phone number is 713-5926
30:22
if you have a referral right by the way
30:25
go ahead and pick up the phone and just
30:26
call us
30:27
yeah if you have a referral email us
30:30
uh and we’ll figure out a way to work
30:32
together and take care of you we’re
30:34
doing a lot more of those types of
30:35
projects now
30:36
yeah um so we’re doing a lot of those we
30:39
can make that happen
30:40
um and then really that’s it i i
30:44
we we really appreciate you thank you
30:46
guys we were filmed
30:48
live here at 13 105 northwest freeway
30:51
houston texas seven seven zero four zero
30:54
uh if you want a transcript video or
30:56
audio
30:57
you might need to email us yeah so let
30:58
me ask you so you give the address
31:01
yeah every time yeah okay do you want
31:04
people to just randomly show up
31:06
um what is that is that what i i’m just
31:08
wondering i don’t know i
31:10
so it’s for from shows that i would
31:13
watch it would always say
31:15
like the whole address like so so the
31:17
interesting thing is people
31:18
don’t look up the address like i would i
31:20
would almost give like landmarks so i’d
31:22
be like
31:22
we’re on 290 in the largest and the
31:25
largest building out 290.
31:26
or something like that but it’s funny
31:28
because one of our clients was living in
31:29
houston and he now lives in austin
31:31
yeah and like he didn’t realize where we
31:33
were located and then he found and he
31:35
goes i live
31:36
like right there for like five years and
31:37
then like i built a little rapport
31:39
yeah and i was like i live there now
31:41
yeah i was like yeah yeah we’re
31:42
we would have been neighbors had you
31:44
know yeah yeah that happens
31:46
well um so we do appreciate you and uh
31:49
please leave us a review and until the
31:52
next podcast my name is chris burrow
31:54
bye bye for now
32:01
[Music]
32:11
and this is kind of like a midday
32:14
podcast
32:15
yeah you know like we haven’t done it
32:17
too many days it
32:18
is actually you know five minutes away
32:20
from the midday podcast
32:26
there’s some sort of symbol symbol-like
32:27
word i don’t know
32:30
okay google what’s the name for a solar
32:33
clock
32:37
it’s so hard she’s getting smarter
32:42
yes and what’s the value of the voice
32:44
search it’s mostly
32:45
zero none zilch

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