#472 – 10 Essential Elements to Create & Sustain Brand Identity
2020

 
 
00:00 / 27:01
 
1X
 
Join Matt and Chris for another thrilling episode of the Best SEO Podcast, featuring “10 Essential Elements to Create & Sustain Brand Identity” by Ron Lieback.
Catch up on the latest episodes of the SEOPodcast with your hosts, Chris Burres and Matt Bertram! It’s “effortless SEO education” and the “best SEO podcast in the universe!”
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, another owner of eWebResults.

Chris Burress:
Yes. That’s true. You are in total camouflage today except for the fact that you’re against the green, blue and black background. Otherwise, we wouldn’t be able to see you at all.

Matt Bertram:
That’s awesome. I’m incognito.

Chris Burress:
All right. Welcome to another fun filled edition of our podcast where we randomly and, I don’t know, unresponsively respond to questions.

Matt Bertram:
How do you respond to that? If you were wearing a camera, how would you say [crosstalk 00:00:44].

Chris Burress:
I would say I got the memo or I planned it or you’re lucky you can see me at all.

Matt Bertram:
Oh, that one. That’s the one.

Chris Burress:
Welcome to another fun-filled edition of our podcast. We’re filmed live here in Houston, Texas and Matt and I, we are your [crosstalk 00:01:00].

Matt Bertram:
Results Rebels.

Chris Burress:
Isn’t this one … It’s this one, right?

Matt Bertram:
Cowabunga is too. [crosstalk 00:01:08].

Chris Burress:
This is too laid back, right? I mean, right?

Matt Bertram:
I’m pretty laid back.

Chris Burress:
Hang 10 is great.

Matt Bertram:
Yeah, that’s hang 10. Yeah.

Chris Burress:
I got to jump into this review. This is pretty awesome. It is, of course, five stars. It’s from Trevor Shylock. You actually spoke with him, “Punch in the face to you, guys. I love the format by the way.” That’s a good thing. “I love the format and the informal nature of the podcast, which I’ve been listening to for a while. A lot of podcasts have some built-in sales pitches and you just skip a few minutes into it and get right to the meat, but even your potatoes are interesting, informative and helpful. I also like how you talk about strategies you use with some of your current clients. That really hit home with me to know that you do more than just SEO and made me reach out to you guys to talk strategy for East Coast Float Spa.” Shameless plug. Well done, Trevor. “Thanks for all the free tips and advice.” Yes. This [inaudible 00:02:02] to you, Trevor. Thank you for taking the time [crosstalk 00:02:06].

Matt Bertram:
Yeah, no, I mean, I think that these kind of … In the beauty space, some of these opportunities, he runs like a float spa. They’re blowing up. He’s got two locations.

Chris Burress:
I want to try that.

Matt Bertram:
Yeah, I actually haven’t done that. I’ve done the cryo. I’ve done the IV drip, but I haven’t done the float spot or the … Is the flood spot too the one where like there’s no sound?

Chris Burress:
I’m assuming. Like the isolation chamber.

Matt Bertram:
Yeah. Yeah. I’ve heard that’s really cool. I don’t know, but a cool guy. He’s got a lot going on. Yeah. Cool. Thanks for the review.

Chris Burress:
Give us advice, if you know anybody in Houston who does what you do, because maybe we’ll head over there and check them out.

Matt Bertram:
Yeah.

Chris Burress:
A teaser for the article today. If you’re in the space, the search engine optimization space, you may be aware that there are algorithm cataclysms every now and then. There’s a throwback phrase and Bert is one of the most recent now. It was a while ago, it was back in October. Bert. We’re going to talk about Bert. We’re not talking about Ernie.

Matt Bertram:
Like Bertram.

Chris Burress:
Bertram. Oh, look at that. Look at that.

Matt Bertram:
We’re making some waves.

Chris Burress:
Your influence is increasing.

Matt Bertram:
No, no, update them, man.

Chris Burress:
Ignore him because we’re going to talk about this update and what it means for you beyond, it doesn’t matter. We’re going to jump into that. If this is the first time you’ve ever listened to the podcast, howdy, welcome to the podcast. If you’ve listened to this podcast before, hey, just do us a small favor and go ahead and share like and follow [crosstalk 00:00:03:39], which is shared, like and follow our … I’ll just do the whole podcast from [crosstalk 00:03:44].

Matt Bertram:
Yeah. Just go for it. I’m invisible over here.

Chris Burress:
I just see a talking head. Yeah. If you’re interested in, I don’t know, say, a free website analysis, just go to eWebResults dot com. It’s really more of a consultation [crosstalk 00:03:59].

Matt Bertram:
Yeah, I mean we’re really … Okay, so best SEO, well, best SEO podcasts.com. We’re moving the profit plan to that. That’s basically like two hours of consulting. Anything you want to know kind of quick, like we’ll get it addressed, we’ll get those questions answered. EWR, which eWebResults, you know, as we move over to that, it’s more workshop-based.

Chris Burress:
Right.

Matt Bertram:
Okay? It’s really kind of defining …

Chris Burress:
So broader based strategy?

Matt Bertram:
Broader based strategies. You know, what is your roadmap looking forward to do with your integrated marketing? We’ve kind of changed the format of that. Then we have some hard deliverables that you get from that. That’s a little bit longer session. But so you know, the website analysis becomes basically a free 30 minute consultation that’s just a shorter version of what you would get more of.

Chris Burress:
Right. Right.

Matt Bertram:
Then it gets more and more kind of defined as you move through the agency process.

Chris Burress:
Through the process.

Matt Bertram:
Yeah, so we do get free website analysis, but a lot of people just like little automated whatever. We like actually will do a hands on audit [crosstalk 00:00:05:08].

Chris Burress:
One of our experts will be on the phone with you.

Matt Bertram:
Yeah, and I think that that’s really valuable because you can just go to these little websites. There’s this little like widgets that you could just run a report. That’s not what you’d get.

Chris Burress:
Yeah. When I’m giving speeches, one of the things I like to ask the people who are attending an internet marketing speech or whatever, “Hey, do you know exactly how many people are searching for what your product or service?” Like in your area? Most people don’t. Maybe you just want to know that. You can get this 15 minute phone call, maybe get into the profit plan, if that makes sense.

Matt Bertram:
If you’re starting a business [crosstalk 00:05:41] if you’re starting a business and if you’re looking for kind of defined keywords. We’ve done that for a lot of businesses to kind of … They’re starting out, they’re like, “Hey, is this a good idea? Is there search volume for it? Like does it make sense? Is there a sustainable business?” And look, if not there’s not keyword volume for what you’re trying to do then you’ve got to create that demand, right? It’s a lot longer road, like running Facebook ads and building up kind of that brand equity of what that is. I mean, you’re going through that right now.

Chris Burress:
I am. Yeah. One of my companies, my vital C is, you know, people don’t know what it is, don’t know what they need it and they do. We’ve got to get the word out there so that they know they need it and they can try it and experience the benefits.

Matt Bertram:
[crosstalk 00:06:26].

Chris Burress:
The raw ingredient. ESS 60. Yeah, they’re different.
[crosstalk 00:06:33]
.

Matt Bertram:
You have to educate on what this is and why they need it to grow that market. There’s not just people searching for it that you can just get in front of that traffic and say, “Hey, you should buy my stuff.”

Chris Burress:
It’s not just about outperforming the other guy in the context of what people are searching for. Right? Because that’s [crosstalk 00:06:51].

Matt Bertram:
That’s a broader educational kind of PR strategy.

Chris Burress:
Yeah.

Matt Bertram:
There’s more components and complexity to that.

Chris Burress:
Yeah. Yeah, you can go ahead and get to Best SEO Podcast. You can fill out a form. I’m assuming there’s a form.

Matt Bertram:
I think we’ve got that up.

Chris Burress:
If not [crosstalk 00:07:09].

Matt Bertram:
By the time this podcast is live, like it is now, when you see it on multiple platforms, we syndicate this out, we should have that up. We are actively working on building both assets. We are going to be rebranding, exciting, first quarter next year. We’re working on all that and everything that we’re doing for clients, we’re redefining the whole thing.

Chris Burress:
For us.

Matt Bertram:
Yeah. It’s really been great.

Chris Burress:
What is it? Drink what you milk or … I don’t know what that is.

Matt Bertram:
Drink your own Koolaid? Where did you get milk in it?

Chris Burress:
I don’t know. [crosstalk 00:07:42].

Matt Bertram:
I don’t even know an analogy about [crosstalk 00:07:44].

Chris Burress:
Yeah.

Matt Bertram:
I don’t know anything.

Chris Burress:
All right, so here’s this article.

Matt Bertram:
Cold milk?

Chris Burress:
Oh by the way, if you want a t-shirt, we have really cool t-shirts. Yvonne right now is wearing one, SEO Results. It’s got kind of a
[crosstalk 00:07:58]
.

Matt Bertram:
Well, you know, on the 20th I’m really pretty excited about what’s going to be happening.

Chris Burress:
What’s happening on the 20th?

Matt Bertram:
The next Star Wars is coming out.

Chris Burress:
Oh yeah.

Matt Bertram:
We are also going to be designing some t-shirts specifically for the podcast. When we first did the t-shirts it was just kind of internal and then like people wanted to have them, but we’re going to also be designing stuff specifically for the podcast and you know why not the book?

Chris Burress:
Yeah. Let’s throw that in there.

Matt Bertram:
Yeah. Why not?

Chris Burress:
All right, let’s hop into this article.

Matt Bertram:
All right.

Chris Burress:
[crosstalk 00:08:28] Google’s latest search algorithm to better understand natural language. This article’s by Barry Schwartz [inaudible 00:08:35] to you, Barry Schwartz. Google is making the largest change to its search system since the company introduced RankBrain almost five years ago. We’ll talk about RankBrain here in a second. They say it will impact one in 10 queries. That’s significant. I remember like in the old days, some of these algorithms would come out and be like one in a hundred queries. That’s what they would claim. Then we would see significantly broader impacts than one in a hundred clicks queries.

Matt Bertram:
I mean, a pretty decent team here of link builders and broken link building and outreach and podcast pitching and all that sort of thing. But essentially the anchor text of maybe the word you’re trying to rank for, the associated words around it.

Chris Burress:
Are important. Yeah.

Matt Bertram:
Are super important.

Chris Burress:
Contextually. Yeah.

Matt Bertram:
Contextually in that paragraph and in that sentence around the anchor text and that’s something that we’ve been focused on for quite awhile now, but I am seeing like naturally built links or some guest posts or some things like that where they’re not doing things the right way completely.

Chris Burress:
Right.

Matt Bertram:
The value of those things are falling off.

Chris Burress:
Do it right.

Matt Bertram:
Do it right.

Chris Burress:
Do it right.

Matt Bertram:
Yeah.

Chris Burress:
RankBrain was the first artificial intelligence method for understanding queries and it really was like marrying the queries to the actual content on the page.

Matt Bertram:
That was a big deal.

Chris Burress:
It was a really big deal.

Matt Bertram:
Really big deal.

Chris Burress:
It’s saying that Bert doesn’t replace RankBrain. It’s just another signal. Sometimes Google is going to see what that Bert aspect of the algorithm is saying and maybe incorporate that.

Matt Bertram:
This is really what I’ve seen and when RankBrain came out and things are changing slowly, but there’s been some big movements but I went really heavy with, oh, anything in this kind of a word tree or word cloud, word cloud, anything associated with this topic, will get you to rank for that keyword.

Chris Burress:
Right.

Matt Bertram:
Right? We started writing content and so there’s a lot of things that I’ve learned through testing, but what I’ve found is if you’re planning to rank for whatever, Houston, and then Houston, Texas, those are still two different searches.

Chris Burress:
Yeah.

Matt Bertram:
Okay? If you’re contextually hitting kind of all these different areas, you still got to put some effort on getting that …

Chris Burress:
The phrase.

Matt Bertram:
The phrase that you want, right? Because Google’s not tying it with enough juice yet to really associate that. Like LSI graph and there’s some other things you can get all the different word associations and you want to use that in a broader strategy. If you have a limited budget and you’re trying to get something done and trying to pop a keyword up to get that commercial 10, if your SEO or if you’re a company, don’t take this and go, “Oh well …” I can talk about like …

Matt Bertram:
We have a client that’s in the mixed martial arts space, MMA space. Google doesn’t know that all those different mixed martial arts are mixed martial arts [crosstalk 00:11:48].

Chris Burress:
Yeah.

Matt Bertram:
Now on certain pages and how you associate the words, like they’re pulling different pieces of this to try to kind of build a graph but not always.

Chris Burress:
Right.

Matt Bertram:
I think that the moral of the story for me is that Google’s getting smarter. You need to take this into consideration based on most SEO campaigns. Just continue doing what you’re doing but do everything the right way because you don’t have to be looking over your shoulder to get hit when some of this stuff happens. Actually, when these things come out, other people get hit and move out of your way and you move up a lot quicker. For the majority of our accounts, we got a nice pop from this and it was like we didn’t do anything. You know?

Chris Burress:
Your kind of initial assessment, which was didn’t really matter.

Matt Bertram:
To us.

Chris Burress:
Way to go. Right? That boils down to if you’re delivering good value to the Google … I mean, we just say it all the time. As long as you’re delivering good value to the Google user, Google is going to look favorably upon you.

Matt Bertram:
I really think that that’s like the quote we got to like put up [crosstalk 00:12:57].

Chris Burress:
Focus on the user, right?

Matt Bertram:
Focus on the user.

Chris Burress:
It’s like as a business, focus on a customer and as an SEO-er focus on the user. Right?

Matt Bertram:
Absolutely.

Chris Burress:
That’s what really [crosstalk 00:13:06].

Matt Bertram:
All right. Well, let’s get to our Christmas party.

Chris Burress:
Yeah. We’ve got a Christmas party tonight. That’s going to be a lot of fun. Let’s see, if you like this podcast we do ask that you share it with three people. If you are looking to grow your business with the largest simplest marketing tool on the planet.

Matt Bertram:
The internet.

Chris Burress:
Call eWebResults for increased revenue in your business. Our phone number is (713) 592-6724. If you have a referral, somebody who’s interested in internet marketing, a website, a marketing strategy, an internet marketing strategy.

Matt Bertram:
Call us.

Chris Burress:
Call us, reach out to us.

Matt Bertram:
Because we like good referral partners.

Chris Burress:
Yeah, we like good referral partners and when they engage us and pay their bill, we pay you so that that works out really good.

Matt Bertram:
We also, and I’ll kind of drop this out there, we’re still working on it, but we’re going to be doing like a mastermind group of how we believe based on our methodology, you should be doing SEO, you should maybe be working on digital strategies. We’re looking for people that are qualified that when people come call us for leads and it might not be the right fit for us, we have good referral partners that we send it out to. Referrals go both ways.

Chris Burress:
Yeah. So far just as an example, the good referral partner … One example of a good referral partner is Wix. We don’t do Wix websites. We’ve got a referral partner who does. When they get somebody who’s like, “All right. Now I’ve got my Wix website. It’s been up for a while, my business is growing, I’m ready to take it to the next level.” They refer them to us. Then if we get a client [crosstalk 00:14:44].

Matt Bertram:
I think we referred him three or four clients, like that he’s closed. I know that we sent him five or six leads and he’s closed the majority of them because when people are calling us like they’re ready.

Chris Burress:
They trust us.

Matt Bertram:
Yeah. They trust us and they’re ready to get going. We got a great a Shopify partner. While we do build Shopify, we do have a great Shopify partner. He’s actually a Shopify partner.

Chris Burress:
Yeah. One of the leading Shopify-er website makers.

Matt Bertram:
Yeah. Then, you know, we got somebody making Wix. You know, Squarespace. I haven’t vetted that partner but really people do call us and say, “Hey I need somebody or I want somebody that I can trust” and what we’re trying to do is build that referral network. If you call us, we can help point you in the right direction and what we’re really, really good at here is defining strategy and figuring out if it’s even going to work. Like do you want to go down that path? Like we can save you a bunch of money because there’s a very low likelihood or high likelihood that’s going to work and we want to make sure that you’re successful in the Wild West of internet.

Chris Burress:
Yeah.

Matt Bertram:
Yeah.

Chris Burress:
Very cool. If you are interested in video audio or a transcript of this podcast, you could look for it on BestSEOPodcast.com.

Matt Bertram:
It might be up and we’re working on it and [crosstalk 00:16:09].

Chris Burress:
Hey, we’re going to be involved. You and I.

Matt Bertram:
I am?

Chris Burress:
Are going to be involved in a Guinness World Record. For me, it’s another one. I just help people set Guinness World Records regularly.

Matt Bertram:
Just a notch on [crosstalk 00:16:23].

Chris Burress:
Just a notch on my number two. But you’re going to participate. Look it up, Up Social Live in Houston, throwing a massive event.
[crosstalk 00:16:32]
We’re going to be speakers. We’re going to be speakers. He’s giving away $10,000 to the right business concept. It can be just like the concept or it can be a young business that needs to grow. Go check it out, Up Social Live.

Matt Bertram:
I’ve got some ideas.

Chris Burress:
Yeah.

Matt Bertram:
Can I play?

Chris Burress:
Sure. Yeah. Go ahead and play. It’s just going to be an amazing event. Really the record that Nolan, it’s the same guy, Nolan Davis, is breaking, is speaking in the … It’s the most number of motivational speeches in the most number of cities in a 24 hour period.

Matt Bertram:
I love it.

Chris Burress:
Yeah. Pretty cool big stuff. We’re really excited.

Matt Bertram:
What was the last one? So everybody knows.

Chris Burress:
The last one was the most amount of TV style interviews in a 24 hour period.

Matt Bertram:
That was awesome, by the way.

Chris Burress:
The previous record was like 73. He hit like 170 or something and close to that in 24 hours. I was there with him the whole time. I was the cohost of the podcast. That was exhausting. That’s really what
[crosstalk 00:17:35]
.

Matt Bertram:
Yeah.

Chris Burress:
It was exhausting, but it was really cool. That wraps up our podcast. Until the next podcast. We are the number one SEO podcast and one of the top internet marketing podcasts in the known universe. That is because of all you all. Hope you had a great Thanksgiving. Hope you’re going into a great holiday season. Until the next podcast, my name’s Chris Burress.

Matt Bertram:
My name’s Matt Bertram.

Chris Burress:
Bye bye for now.