2021
2021
#523 Enterprise SEO Content: Opportunity, Dynamic Creation & Scale by Lemuel Park
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Home » Podcast » 2021 » #523 Enterprise SEO Content: Opportunity, Dynamic Creation & Scale by Lemuel Park
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Video Transcript
speakerChris Burres·00:13

Hi and welcome to the SEO podcast. Unknown secrets of internet marketing. My name is Chris earth. One of the owners here at EWR Digital. 

speakerMatt Bertram·00:19

And my name is Matt Bertram, the lead strategist at EWR Digital. 

speakerChris Burres·00:25

Go team strategy. 

speakerMatt Bertram·00:27

Yeah. 

speakerChris Burres·00:28

Got it like that. Matt and I, we are broadcasting live from Houston, Texas, and we’ve got a pretty phenomenal article here. It’s called enterprise SEO, content opportunity, dynamic creation and scale. 

speakerMatt Bertram·00:44

That’s a great title. 

speakerChris Burres·00:45

I feel like Don, Don, Don afterwards, right? This is from Lemuel Park
 PATIFF to you. 
He is affiliated with what is it? Bright search, bright. 

speakerMatt Bertram·00:57

Edge, 

speakerChris Burres·00:58

Right edge, which is a kind of give a description. Cause you’re more familiar with bright edge than, 

speakerMatt Bertram·01:05

I mean, it’s an enterprise level tool, very similar to other products out there. Sometimes you have to triangulate some of the other products, this bright edge prides themselves on extremely accurate data. It’s kind of like a lot of different tools rolled into one. The thing I like about it the most is like, if you’re doing multi location, right. And typically you have to go whatever term they’re searching for, plus the location to figure out how much search volumes there. But like if you have multi location and you go, I want to know how well this word and associated words rank together, show me that. And then you can even like group them together. So it’s really a cool tool. It’s a little pricey, you know, it’s a little pricey. 

speakerChris Burres·01:54

Yeah. Well cool. So some of this articles obviously going to be geared towards automation and such, so we’ll kind of bring that up and I still think there’s a lot of value here worth getting into before we get into that article, I feel like you have a, do you have a re is there a. 

speakerMatt Bertram·02:13

Sure on the review, man? I am like, I’m like deejaying this whole thing. Yeah. All right, here we go. Let me share my screen. 

speakerChris Burres·02:22

Maybe it should be Burt, right? Cause you’re just, you’re going by Bert now. 

speakerMatt Bertram·02:26

Well, I’m going my bird, the bird update. I know we just did a diff you know, but anyways, yeah. Burt, the bird update. All right. So this is actually in our protest ammonial tool. So you get a little look behind the scenes here, as far as what it looks like and all this kind of thing. So let me make that bigger. Okay. 

speakerSpeaker 4·02:49

Hello. I’m the founder of a startup called and I just want to give a shout out to Matt. Really great guy really knows what he’s talking about. Professional all the way through didn’t schedule an appointment with them. There was free a book, a 30 minute call with them. A 30 minute call went over actually 45 minutes. He’s more than happy to go over and help me out. This time was very concise, specific objective knew exactly kind of what my business is about and what my needs are were. And I’m just really knowledgeable when it comes to SEO, SEM, digital marketing, CRO conversion rate optimization, anything in your e-commerce business needs or anything else I think that’s got covered. And he’s a really knowledgeable, 

speakerMatt Bertram·03:41

Should we play that again? 

speakerChris Burres·03:44

Where’s the, I feel like I need a testimonial to know that was pretty awesome. And you know, the thing that kind of resonated for me on that is we’re we are constantly giving away value. It’s actually one of the things we’re as a business, making sure we’re not giving as much value away without charging for it. So that’s something that, you know, if we’re going to be one side of the equation, we’d rather be giving value and clearly you did just there. 

speakerMatt Bertram·04:10

Yeah, no. And, and that also, I think is really why I love that tool so much. Right. So just someone called in, we did a discovery call. We looked at a few things and I was like, Hey man, like, could you leave me a review and send him the link? And he left it right there. And boom, that’s how easy it is to get a review. I think the data says 40% of the people you ask to get a review. Certainly if you’ve feel like you’ve earned it, they give it to you and it made it so simple. So I just really like pro testimonial. 

speakerMatt Bertram·04:46

I know you’ve been seeing a lot of those reviews have been getting, and then you can even, I haven’t, I guess dressed it up, you know, you can put music to it, you can put watermarks, you can put, you know, slide in, slide out some after effects sort of thing. So just got that one and I thought I’d share. 

speakerChris Burres·05:04

Awesome. Awesome. And if you’re out there listening to the podcast, if you’re watching us on YouTube, just saw that a video review, please go ahead and make sure you subscribe, click the notification bell. So, you know, when a new podcast is launched and if we could ask you a small favor, please leave us a review. You can go to AWR digital.com forward slash review, and that’ll take the. Video review. Also, that’ll take you if you want to experience that and really go check out that product super affordable, like loads of features. It’s easy to use both for you and for your clients. So protest ammonial.com. All right, let’s jump in here. Enterprise SEO, content opportunity, dynamic creation and scale done Donna. So again, this is from Lamore park, actually limb mule park. 

speakerChris Burres·05:55

The importance of content as a Google ranking factor is in arguable. A you cannot rank a page without content, but long gone to the days of sopping a page with the right keywords up and finding yourself at the top of the SERPs. I’m not even sure you even remember those days. I remember those days, like it used to be easy. I remember when you could change the content on your page, click refresh on the search results and it would like update the search result based on the change you made on your own page. Like. 

speakerMatt Bertram·06:25

I remember when ad-words was a couple of cents, 

speakerChris Burres·06:29

Also the good old days, enterprise organizations face the additional content planning and production, challenging challenges of volume, consistency, and scale. How can your enterprise consistently show up with the most effective enterprise SEO content. These four tips will help you. So let’s jump right into them. Tip number one, deploy enterprise SEO insights at the speed of Google. So he’s doing playing a couple of things here, but first we’ll talk about Google search query delivers the most relevant answers in milliseconds, and he’s drawing a parallel of, Hey, it’s milliseconds. If that’s what Google is doing, then you also need to, so site visitors expect the page to load instantly, and then they have very little patience. In fact, there’s some Google data that says if a page load increases from one to three seconds, bounce rates increase by 32%. 

speakerChris Burres·07:28

So that’s a one to three seconds, 32% loss and people staying on your site. So yes, absolutely make it faster. 

speakerMatt Bertram·07:38

So Chris, I have a whole deck on speed and maybe we should do a training and I can go through it. Cause it’s, it’s quite compelling how important speed is. And really that’s coming to like server side optimization where you’re being hosted, you know, are you, is your stuff being managed? And I, and I think a lot of people are like, oh, I’ll spend 10 bucks on hosting and I’ll spend thousands of dollars on marketing. Right? And, and really when you look at the foundation level, like what’s going to make the most difference. 

speakerMatt Bertram·08:16

That’s really one of the things I recommend to a lot of people, if they’re looking for stuff and they’re on a budget hosting is really where it’s at managed look at like the low times, like when the server, what, what we, and we’ve done a podcast on this. Like when the, when the recalls of the page to where on the server and how it lays out, the images is really important to set that up properly. So you can reduce that. And if certain things you want to load later to create a better user experience. So, I mean, load time speed is so important. 

speakerMatt Bertram·08:55

There’s even some case studies that I did include in the deck that talks about, I think Amazon, if they lose like one second off their speed, it’s like a billion dollars a year or something like that. I mean, there’s some crazy numbers out there. And, and really that is what Google is ranking with a lot of these new updates, the lighter, the website, the faster, the load time, the better the experience has certainly a bigger weighting today. So that is really somewhere you should focus. 

speakerChris Burres·09:25

Well, a lot of that is really kinda the reason we spun up co-host right. Cause we just, we’ve been doing the hosting ourselves like, Hey, this is actually really valuable. It’s a valuable service in and of itself because it’s focused on all those things important for SEO. So co-host does now its own entity and soon we’ll be flying its own wings. 

speakerMatt Bertram·09:49

Yeah, no co-hosted dot com. We’re going to be really launching that I think next week. So it’s already up and running. We’re still in development of the front end, but we should be having William on next week. I think to get this thing kicked off and you use a great resume from Google and GoDaddy and a few other, you know, very impressive places and he’s running our coast to division and doing a great job. So yeah, 

speakerChris Burres·10:24

Yeah, no, that’ll be, I I’m actually out next week. So that’ll work out perfectly to bring in William and kind of keep things going. Very cool. Okay. 

speakerMatt Bertram·10:31

Sounds. 

speakerChris Burres·10:31

Good. All right. So what, how did I, how do I pronounce his name again? The mule like Samuel, except the mule tapping into the insights delivered in real time on demand search data informs more accurate keyword and topic research, an understanding of local and seasonal trends and emerging opportunities as well. So he’s drawing the parallel to the speed of Google and you need to have, you know, SEO insights really fast. I would argue that you just need to be consistent. Like you need to be consistently visiting those pieces of information. You know, the topic research, understanding of local and seasonal trends and emerging opportunities. You just need to keep revisiting that whether you do it instantaneously, which might be a feature of his tool, I’m not convinced that’s gonna make the impact. 

speakerChris Burres·11:23

That, that it it’s, it’s not gonna make much more impact. I don’t know. Where do you think Matt. 

speakerMatt Bertram·11:29

I’m lost? I have no idea. 

speakerChris Burres·11:31

Okay. I don’t think it’s good. Just make sure you’re doing it right. Number two is dynamically incorporate eat E a T and that’s expertise, authoritativeness and trustworthiness. Those are the underpinnings of Google’s perception of content quality. How can you demonstrate these qualities consistently at scale and all of your SEO content? Because you don’t just want some of your content to have authority. You want it all. When your space involves millions of pages with savvy competitors, making thousands of their own optimizations each week, having the technology to do the heavy lifting of analysis and prioritized recommendations at scale is essential, right? This is where he’s talking about his tool. Understand exactly what the, what needs searchers are looking to fulfill. You can focus on incorporating the elements that make eat a worthy content. 

speakerChris Burres·12:27

What Google is looking at as far as aid is concerned is the following the expertise of the content creator, the authority of the content and domain as a whole, as determined by links, citations, brand mentions, and other external signals. And finally the trustworthiness of the content and brand as determined by specific sources such as BBB now in terms of kind of developing this eat. There’s no point in trying to cram every possible credential award and testimonial into a single piece of content. And this phrase, we actually discussed it before the podcast. I was like, I’m not sure that that’s right. I think really what you want to do is have identify the author of the page or potentially coauthors of the page. And then you’ve got a link. 

speakerChris Burres·13:18

You don’t want to throw all the credentials of the authors and the coauthors on that page. You don’t want to throw all their awards, all their testimonials, but you do want to throw all of those things onto their bio page and then make sure that content links to that bio page. So I think there, he kind of juxtaposed some ideas and ended up with a sentence, at least to me, that didn’t make that much sense. 

speakerMatt Bertram·13:40

Yeah. So first I read the 0.1 and I agree with you, Chris, you just need to constantly revisit what you’re doing, but speed is important, right? So those are the takeaways there and this yeah, eat. We’ve done some podcasts on eat on our website. In the insight section. We have some guidelines put together, I’m going to roll those guidelines out, break it apart, roll them out. As blogs eat is extremely important. It’s really like authorship on steroids in my opinion. So who is the author? What is their credentials? And then what are other people saying about them? It’s really for a person or for a business? Like what is their brand, right? What is their brand? What do people think about their brand? How, how are people identifying it? 

speakerMatt Bertram·14:33

And certainly they Google has like white listed or however you look at it, maybe blacklisted sites. I’m not sure exactly, but sir, those certain sites carry a lot more weight than others. Right. And really, I think what you want to do is I agree with you, Chris, put it on the bio page, have a bio page or an author page for any article. It needs to have an author needs to have a bio needs, to have a little bit about the company. And then there’s things like, is it called a Gravatar right for WordPress building an online profile that can be interlinked. You can use a schema same as to link all that together because say you’re a doctor. People want to know, do you have good reviews? Do you have any malpractice? 

speakerMatt Bertram·15:24

They want to know that the reviews on this other page or this same person, and so really what you need to do. And the best way to do it, I think is through schema. If you have the ability to do it is to say this entity is the same as right. And even on the back of WordPress, filling out that information, linking to your different social media profiles. Cause what you’re trying to do is build a web or a connection of this is who I am. And so any statement I make anywhere I make it is coming from me and then wait that equally about what other people are saying and doing role relative to that information. 

speakerChris Burres·16:01

Oh yep. Nope. That makes sense. So that was dynamically incorporate eat. You gotta, you know, again, this are all issues of, you’ve got a lot more pages, you’ve got a lot more content. How are you handling kind of the strategy of SEO overall? So, so number three is embrace intelligent automation. There are several ways intelligent automation with embedded AI facilitates SEO at scale. So this is going to be entirely about a bright edge. 

speakerChris Burres·16:29

And I’m going to just read a couple of these cause that’s the, that’s the reality when we’re talking about true enterprise SEO, you’re talking about, and actually there’s a big range, but when you’re talking about the upper echelon where you’re talking about hundreds and thousands of pages that you’ve got to manage and you know, potentially millions of products, like that’s, when you’ve got to have automation techniques that work. And here’s some of that, that, that the advantages include prioritizing manual optimization. So your team can focus on the things that will drive the greatest impact in terms of customer experience and revenue, right? 

speakerChris Burres·17:04

Like it’s outsourced the things that are standard and then keep in this case outsource to the software and then keep those things that require you to process, to think about, to strategize about keep those with the humans on your team, as opposed to the robots on your team, reducing the time required for data extraction, manipulation and analysis, even while dramatically increasing capacity. I know actually I had a conversation with our team this week and they’re gonna put together a report that previously was unavailable and that’s about, well, it was unavailable without manual processing. And now we’re automating that so that the team can, again, focus on strategy, focus on those things that the team adds more value doing, running more effective tests, more often removing the guesswork from your SEO to do this. 

speakerChris Burres·17:57

That’s just a couple, I don’t want to keep going down that list. Really a list of AI advantages. 

speakerMatt Bertram·18:02

Yeah. So I think that one of the things that this tool does offer is not just like basic best practices of things to consider maybe like other tools that actually analyzes the website and says, here are things you need to do. Right? And then, because it’s like so many different tools, it’s like a Swiss army knife that sometimes you can hit a button and it’ll do some of those things for you. And then really from a reporting standpoint, the more data and the more data manipulation you have under one roof, the more ways you can slice that data and see what’s going on. So I think that’s really what they’re expressing here is we have this all encompassing tool and because we have all that data in there and we have the most accurate data is what they’re saying. 

speakerMatt Bertram·18:57

This is, you know, we have the ability to do things you can’t do other places. And you know, I think everybody has to have like a AI piece to it. Right? And so again, I don’t know how strong their AI is or machine learning. I had tested out that piece of the tool so much, but it does give you a true recommendations of a website based on certain best practices of what’s going on and what you need to do. And that helps streamline things. If you have a bunch of different workers, right. And you’re trying to figure out who does what right. And you can maybe divvy that out or it gives someone a little bit more direction of what they need to be doing. Sometimes when you look at a huge enterprise websites, there’s like so much right. 

speakerMatt Bertram·19:54

That you could do and it’s somewhat overwhelming. And so this narrows the focus, I guess so. 

speakerChris Burres·20:01

Well, and in general with the two, you know, however, powerful the AI may or may not be, if you can just get multi-channel data into one place, then it gives you like a, it helps you a lot, which leads us into four, make multi-channel make sense for you and your enterprise. So too often, marketing channels are siloed when today a holistic view of how content is delivered and where across the customer journey is key. So how it’s delivered and where it’s delivered, it is essential that each piece of content meets a specific customer’s need and is optimized so that the purpose is clear to the search engine. And here’s what matters most in each channel. Exactly. Who are you trying to reach? 

speakerChris Burres·20:46

What immediate need are you solving for them, how your content provides the best answer for them and what they can do next, whether in that channel or potentially on another channel. 

speakerMatt Bertram·20:58

I agree. 

speakerChris Burres·21:01

And, and this goes, and we’ve talked about this all the time. You got to speak to people differently on different channels. They’re maybe in a different position on, in the sales funnel when they’re on different channels. And so you’ve got to be aware of that. You’ve gotta be, and again, cross-channel data is going to help you figure out what, where they are in the journey and how to best speak to them. 

speakerMatt Bertram·21:22

So omni-channel right, is the buzzword on the channel. But I think really from a reporting standpoint, I think, you know, for awhile were using Google data studio and then we bolted on Supermetrics right. And, and so that’s what I think is called, but essentially like we integrated it all. So we could see a Facebook campaign combined with the ad words campaign combined with like, what’s going on with SEO. And then you can use Google data studio to, you know, change how you want the dashboard to show. And then it gives you real time reporting, which is quite nice. So yeah. Supermetrics yeah, I think this one’s cool. So, yep. 

speakerChris Burres·22:06

All right. So number five, enterprise SEO content consistently reevaluate and make improvements at scale. This seems to be though theme of the podcast. So automated SEO auditing is essential at the enterprise level. Like that’s, it’s essential basically at every level. It’s just, it’s overwhelming. If you don’t have it automated at the enterprise level while you and your team are focused on strategy and planning, innovative campaigns, technology should be doing the work for scanning for things like site errors that can hinder search performance technical issues that can prevent crawling and indexing entirely opportunities to improve SEO and user experience with updates to site hierarchy, information organization on page SEO elements and more, and finally potential barriers to accessing a page or completing an action. 

speakerChris Burres·23:03

I mean, this is like soup to nuts, like from the technical side, all the way to CRO or conversion rate optimization. Yeah. If you’ve got to an automated tool, take advantage of that. It makes me want to schedule a demo. Actually you’ve already had, Alright, enterprise SEO, content professionals require equal parts, arts and technology given that we’re SEO. And we’ve been doing this podcast for so long, I would say that it’s not equal parts. Do you think it’s equal part art and technology? I feel like it’s, you know, a little bit of art and a whole lot of technology to make sure that art is actually, and then you change the art again. 

speakerMatt Bertram·23:47

I think it’s more math. 

speakerChris Burres·23:50

Yeah. Technology. Okay. Here’s the next one? Would you throw math into the category of art or technology? 

speakerMatt Bertram·23:59

Fine. 

speakerChris Burres·24:04

All right. Alongside the art of creating marketing comes a technology it’s technologically savvy that enables top enterprise marketers to compliment their efforts with AI machine learning and automation. That’s what it takes to deliver at scale. The kinds of top quality, engaging, comprehensive content that Google and its searchers crave at scale. 

speakerMatt Bertram·24:31

I like, I like deploy. That’s a new word that I don’t know that I like. 

speakerChris Burres·24:37

Deploy. Let me all park put Tifft to you. Really good content. You know, obviously skier skewed towards the tool, right. 

speakerMatt Bertram·24:47

It’s at ever. What is it? Info. Advertorial. Loreal. Yeah. He’s got you interested. So it did his job, right. And then now talking about it and other people. Yeah. So I think it had the desired effect. He used big buzzwords, which I liked. 

speakerChris Burres·25:05

App. 

speakerMatt Bertram·25:06

Deploy, 

speakerChris Burres·25:07

Deploy scale. 

speakerMatt Bertram·25:09

Scale. 

speakerChris Burres·25:10

All right. I don’t know if a, again, if you guys are getting good value out of this content, please go to AWR digital.com forward slash review or video review to try out protest ammonial was there anything else you wanted to add? 

speakerMatt Bertram·25:25

Yeah. Bright edge. You better, you better. If you’re going to sponsor us, you know, you saw how we could just interweave that into your, into our podcast. We got another player in the space courting us right now. So step it now, step it up. Not just get, 

speakerChris Burres·25:42

We probably should forward this to Mr. Lim mule. 

speakerMatt Bertram·25:47

Well, the goal is for right when he searches for his article, we just pop up right above it. Right. And there’s a video and. 

speakerChris Burres·25:54

Be like, what’s that? 

speakerMatt Bertram·25:56

Yeah. Let me, let me hear somebody’s whatever it’s called, like curating my article. 

speakerChris Burres·26:05

It’s less of a critique. More of a curation. Well, hopefully you got value out of that podcast. We are all about delivering value. I think it’s time to wrap up this podcast. This podcast, this has been podcasts 523. Wow. And we’re getting up there like we’re dating ourselves until the next podcast. My name is Chris burrows. 

speakerMatt Bertram·26:27

My name is Matt Bertram. 

speakerChris Burres·26:29

Bye-bye for now. 

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