Great High Value Link Techniques - #seopodcast 159

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of eWebStyle. I am Charles Lewis, a little internet marketing specialist. You are listening to the most popular... You're going to pick up on the whole... Yeah, I got to. You can, right? I was the winner. You are listening to the most popular SEO podcast on iTunes. We also happen to be the most popular internet marketing podcast on iTunes, or the known universe, either way. Okay, as always, we will start with a tip from the previous podcast. This is podcast number 159. That was podcast, is it? Yeah, that was podcast 158. And the tip was optimize, but do not over-optimize your website content. Yeah, definitely want to make sure that you take some time and optimize, meaning make sure you have the right keywords and things like that, which we'll actually talk about a little bit later when I get into the meat of the podcast, but don't over-optimize it. Google is releasing penalties for too much over-optimization. They're really focusing on making sure that Google is sending out natural and more relevant results and not necessarily results that are just being done good to show. So yeah, optimize, but don't over-do it. Kind of falls in with our mantra, remember we are your friendly local neighborhood top position snatchers, and our mantra is, don't be a douche. So don't be a douche, don't over-optimize. I'm not going to belabor this. There's no review. There's another tear tattoo. I was hoping we just had, you know, a bad experience. We had a review and someone just did. In exchange of that, though, we did get some good response on our Facebook, so remember you can actually follow us on Facebook, facebook.com slash e-wipstyle, twitter.com slash e-wipstyle, youtube.com slash e-wipstyle, and you can email us, podcast at e-wipstyle.com. I'm going to take this time to hold on, give a tip, a punch in the face to Adriana. Yeah. I didn't find her review yet, but she emailed us, podcast,

we'll address that as part of our meet, but the subject of the email says, I wrote you a review on your Google Plus page. All right. The most important thing about this whole entire email, it is addressed, dear Chuck, an owner of company. I am officially the white dude who stands next to the SEO rapper. All right. On our Facebook page, Steve Swan, he actually said, hey guys, just listened to your latest podcast where you're talking about Groupon, share price falling, and whether it's good for big business, small business, obviously I'm paraphrasing here, he's talking, and he brings up an interesting point. He actually says that one thing that Google doesn't mention is they actually give customers away to their competitors. Here's what he means. He's a small business owner, a restaurant, he does a Groupon deal, sells hundreds of deals, every customer that signs up goes onto Google's database, sales reps go onto my competitor down the road and say, hey, our restaurant deals work really well, you should sign up, and now they run a deal and all the customers that he originally had and brought into Groupon are now at the other restaurant, you know, checking out the other restaurant. I think, and he asked about our thoughts, I think you're exactly right if you have a, and I think we even said this initially about Groupon, if you've got a really good following, you've got a successful business, and you're not in the need really to explode your business with people who aren't aware of your business, then don't bother with Groupon. Groupon's not for you. Yeah. Groupon's not for you. If you are a new business and your business requires a lot of foot traffic to probably be successful, then it's in your best interest. If you have the budget and you can actually sacrifice the loss of revenue you will make because you will take a loss just by the whole Groupon format. Pricing structure. Yeah, pricing structure. But if you can afford it, then I would say do

it. I mean, because this is the quickest and fastest way to get a ton of traffic to your store. And I think the point that Steve is making is not only is it not necessary if you have an established business, it can be detrimental because of the fact that, okay, now you probably populate their database because people see your company sign up for Groupon just because they go to your restaurant regularly and now they're going to be marketed to four other restaurants. So that's a great point. You know, their Groupon's not for everyone. No doubt about that. Dean Calhoun actually sent us a note. He appreciated the moment of science we had in the last podcast in Colorado. And he wrote, and I think he wrote this before, and we're just getting to it. He's like, hey, C-plus, at least now that you're on there, how do you optimize for a common misspelling? For example, track T-R-A-K versus track T-R-A-C-K. Interesting. I'll get to that. That has something to do with our micro data. Oh, really? Okay, very cool. My first thought, and I don't think this will step on your toes, my first thought is Google spellchecks. Yeah, they do spellchecks. Do you mean T-R-A-C-K? Or better yet, showing results for T-R-A-K and do you mean T-R-A-C-K? Yeah. In fact, it's the fact that they correct for spelling, which is how they figured out that Bing was kind of pilfering their search results because they noticed that... Well, they ran the test after they realized Bing was showing similar results for misspelled words, but they don't do spelling correction. So how do you end up showing, you know, for T-R-A-K, lots of T-R-A-C-K stuff like Google does? Well, possibly you're thieving from Google's results and they ultimately ran a test and figured that out, that in fact they were. Here we go. We have... Remember, if you're in front of a device, go ahead and tweet. You're going to tweet hashtag SEO podcast. Silence. 159. And then tag us at eWebStyle. That way we'll

know you did it. That way we can retweet you and link up with you and network and everything else that comes with you. Remember, we were doing SEO podcast with the number 158 or 152, 151 is what I'm saying. A lot of people catching up with now. Right. But, yeah, just hashtag SEO podcast. That's it. And then make sure you tag us at eWebStyle. Well, if you want G++ eWebStyle, you know, with the hyphen. Right. And that way we'll know you did it. Thank you very much. But I was going to say something. Just do us a little favor. If you get any value out of this podcast, write a review on iTunes. Three simple steps. Go on iTunes. Create an account. Write a review. And then you can send us an email. We'll give you a punch in the face. And thank you for writing that review for us. And now is for our section. The Algorithm Cataclysm. I guess it should have shook through the explosion. Yeah, through the explosion. We'll get our technical things sorted out next time. Which means a person behind the camera is shooting. But, yeah, so Algo Cataclysm Panda. Panda 3.9. Google announced that they released another Panda update, which is the 3.9. This week, actually, on the 24th. Today is the 27th. They released it on July 24th. And, you know, typical Google statement, this should only affect 1% of searches. But the key here is to remember that the whole Panda update is focusing on content. More importantly, sites within or irrelevant content that's been optimized for a certain phrase. So you should really, as they continue to roll these out, because they rolled out 3.9 this week. They did 3.8 the last week in June. 3.7 the first week in June. Right. They're really, I think they're really attacking bad content. And so take this time to rewrite yours, to freshen it up, to make it more relevant, to make it less spammy. So you won't be affected. Absolutely. Good content. Absolutely. And I was

going to try and add a little piece, the sound of a giant panda, and I can't find the sound of a giant panda. Yeah. Apparently they chirp during sex. That's about it. And I don't even know if that would be appropriate for this audience. I only have one piece of news today. It's probably... I don't even know what sound of a panda. It's a bear, so I'm assuming they growl. I don't... Literally, I could not find... You would think you could go to YouTube and say, Giant panda, sound, nothing. I got, like, hamsters named Panda squeaking. Right? And I'm not doing that. And apparently I did read one section where it says that they chirp during sex, but, you know, like I said, that seems like it might be inappropriate for our young audience. Could ruin your virgin ears. All right. This is the only news I have, and it's actually pretty cool. Google shows ISPs how to build a 1 gigabit per second network affordably. So one of the things that Google has always been doing is pushing the envelope. You know, pushing out the phone was really a way to really push iPhone. Well, iPhone was already doing pretty well, but push all the other manufacturers so that they would do a better job and increase the value of that industry and, of course, have a foot in that industry. Definitely. And here they are showing, you know, ISPs are out there, oh, we can't build a 1 gigabit per second network because it's too expensive, and Google's showing them how to do it yet again. Google is not too expensive for Google. Yeah. Well, maybe the big difference is affordably in that scenario. That's all I've got for news, so let's get into the meat. We are done with the Gino potatoes. The Gino potatoes. Okay, so a couple things. One, we got a punch in the face to Adriana Langston. She actually, she's an SEO person at a different company, and so she emailed us at podcast.edaswebstyle.com with a question, a

rather detailed question, kind of advanced SEO question, if you will. And so I wanted to do my best to address her question with you guys, and that will be part of it, and then I've got a few tactics on some link building that may be able to help you as well. So Adriana's question reads like this. Dear Chuck and owner of company, please do a show about microdata. Does it improve search, or will Google just scrape the data from your page, put it in a knowledge graph without directing any traffic to your site? Explain the difference between schema.org mockup and Latin inferences. Then she goes on to say she has several e-commerce sites. SEO department does a lot of blogging, trying to figure out if using the microdata in the HTML will help showing the SERPs, or will it help the product showing the SERPs? I appreciate your opinion. Then she gets the last part. Also, Google recommended that YouTube account holders link their YouTube channels to their domain names. Recommendation said it should improve search. How is that supposed to work? After we linked it, no additional links appeared in the YouTube channel leading to the domain name. All right, that was my fault. So Adriana, first off, thanks for submitting. Yeah, good question. Great questions, and I'll try to dive in. First off, microdata. Microdata is really, in short, snippets, snippets of content or HTML that you can use on a site to markup certain content in a more advanced phrase than typical HTML markup. Right. So rather than paragraph tags or block tags or fonts or things like that that you usually see in HTML, microdata is kind of an advanced one that allows you to specifically target certain attributes about whatever the content is. So it's more like behind the scenes. So if you're looking at HTML code, you'll see the open bracket P, you'll see the open bracket B. You're used to strong now. And now this is a collection of microdata is a collection of those same kind of

things. I think a good example would be the relative author tag. Yeah. Yeah. That's a form of microdata. Or more importantly, and I will say this about it, I don't think it really works as well, has that much value for industries that, let's say, provide a service. If you provide a service and your service is, you know, I would go on an example of plumbing repair, then it may not be a best suit for you. But if you provide a product, if you have an e-com site or events and things like that that tend to happen periodically, then it may be worth investing some time doing some microdata in your coding. Now, how do you do that? Which is the second part of her question. There's a couple ways to do it. Her question went on to explain the difference between schema.org and Latin inferences. So schema.org is basically a site that you can go to, and they have a hierarchy of microdata tags that you can use. And so let's say if you have an event, our event is SEO Podcast 159, and it's at eWebStyle Corporate Offices, and it's on Friday at 9.30 a.m. Those are all the attributes that support that event. Typical HTML markup, we would just probably put it in like that with some paragraph tags and maybe style it. It would just be text, basically. With microdata, it still would be text, but for each attribute of the event, we'd give it a tag. And that tag would say something along the lines of, it's like... Date, day, for Friday. Bam. And so Google knows that this is an event because we've titled it as an event. They know the date. They know the time. They know where. And so they'll use that information to enhance their search results. If someone's searching for a podcast event, then we have a higher likelihood of showing because we've tagged our data in that way. We've clearly identified ourselves with all the attributes necessary for an event. Yeah. So in regards to

her e-com site, same thing with the product. Yeah. You do some data for the product title, the product category, what the product is, and maybe even the description of it. And so that way, if someone's searching for it, then you have a higher likelihood of Google finding it and recognizing exactly what it is. So that's your microdata, and that's how that really works with schema.org. You asked about Latin inferences. And it's really LSI. It stands for Latin, latent, and that's L-A-T-E-N-T, semantic indexing. And it's not really used anymore. I still believe it is part of Google's algorithm, kind of a database. And so in what you were talking about earlier, he asked about track and then tracks. And so what happens is what Google does is let's say someone searches for the word bios. Google is going to automatically display results for biographies or autobiographies because those are so similar that they fit the same LSI or Latin semantic index. And so, you know, that's kind of, that's how the, it really has a big effect on long-tail phrases and things like that. I think it's also used in misspellings if those misspellings are for the same word. In your case, T-R-A-K and T-R-A-C-K could mean two totally different things. Yeah, T-R-A-K may be an industry specification or an industry product or something like that. And then T-R-A-C-K could mean a whole bunch of stuff, you know. And the LSI actually takes in account of all of the webpages that Google has indexed and figures out how many webpages have other content related to the keyword that are similar. For example, T-R-A-C-K could mean a racing track, it could mean a musical track, it could mean a railroad track. And so they start comparing how many pages have these other context clues, if you will, related to that phrase. And depending on the other phrases in your search term is going to help Google display which results they feel are most relevant to what you search. So in kind of summary with that, optimizing for

T-R-A-K, I think you just do it the normal way. And, you know, what you'll find is anybody who's looking for it, your potential clients are inconvenienced because of Google's algorithm, not because of anything that you've done wrong. And so they're going to type in T-R-A-K, it's going to first showing, we are now showing T-R-A-C-K. They're going to realize, your customer will realize, and then click the second link which says, did you really want to see T-R-A-K? Yeah, and then depending on what else they search with it, you know, whatever they include in that search query with T-R-A-K would also determine what page is so relevant. Yeah, so like environmental T-R-A-K, assuming that T-R-A-K, we know your business is environmental, assuming T-R-A-K has something to do with environmental, if they search for both, then it's actually going to display something more relevant to you. Definitely. Now, here's something interesting that I was just thinking about. So, people who now have G-plus accounts, and they're logged into their G-plus accounts, unfortunately we can't see their search results. Not provided. If they are somewhat related to environmental and they search T-R-A-K, is Google going to start adjusting that? I would think so. If it's not happening already, I'm sure they're working on it. I would think so, I mean because that's a great user experience. Yeah. If you're in that industry and I'm logged in, you know, it would make sense. So, the last part of her question was Google recommended that you link your YouTube to your domain name, and then she said that no additional links appeared on the YouTube channel after she linked it. I'm not sure what you're asking, but I do know that on your YouTube profile, if you go in and you edit that where you put your channel name and everything else, you can put a link to your website there, and then it'll show in your kind of channel description area, there'll be the link that you put. So, I think you were looking maybe a little bit the other

direction, which is, okay, I've linked these. How come on YouTube I'm not seeing my domain name? I think the value is, remember, Google is the association for one. That's why any videos that are on your site really should be YouTube because it enhances that association. And remember that if you've got, if your videos aren't just video, they're also audio, and there are people talking in the audio, Google's transcribing that, right? So, now, because you've linked your domain in your YouTube channel, all the transcriptions of all the videos that you have on your YouTube channel are now become kind of the picture, the snapshot that Google has of your particular business. Yeah, definitely. So, yeah, add the link. And one more thing, and then we'll close this. Back to her comment about the, they have a lot of e-com sites, and she has the SEO department doing some blogging. I would, if you were trying to conserve resources, I would probably shift my resources from microdata and schema things and focus on Google Base. That would probably be the most effective use of time to get your products listed in Google Shopping database rather than working on markup. And we are assuming you've got, you know, if you've got staff who are on blogging, that you're pretty social. You're being very social, both on Facebook, Twitter, and anything else. If yours is kind of a visual business, then, you know, Pinterest, you know, so that you're pinning images of customers, satisfied customers, things like that. Pinning images of customers with product, frankly. It's an e-com site, so, you know, things like that. So, Adrienne, I hope that helps. Hit us up. Let us know what you thought about it and how you proceeded. And I'd like to, you know, hear about the results, what happened. Maybe run a test or something. Matter of fact, log into analytics and notate it, you know, whenever you made certain change. And that way, you can refer back to that time in 90 days and see what sort of results

you get. So, just two simple comments. Hopefully, we'll see your review soon, and we'll be reading that review in our next podcast. And my name is Chris Burris. Yeah, you say it at the beginning of every year. She skips to the me. Yeah, maybe she fast. Are you TiVo-ing our podcast? Now, that's a verb for the ability to skip through stuff, right? Okay, so, the next thing, and we were almost wrapped up here. I want to talk about some link building. Came across this pretty cool article by a guy named Kane Jameson. Found this on SEO Moz. And shout out to MozCon, punch in the face to them. Conference going on right now. At I Pull Rank, he killed it. I'm going to show you a YouTube video. Oh, yeah? He comes out with the DJ and spits about 16 bars about what he's about to talk about for the conference. With the background on Slash Show, showing all the words. It was awesome. Wow, cool. Yeah, shout out to Mike for that, man. Punch in the face to Mike. That's a good thing. But, anyway, I found this article. It talked about link building and how to really use local events. Yo. How to use local events to help with your link building. And I thought this was an awesome way to kind of get great links from very high PR sites and very big branded sites to help your little site. Right? So, for example, number one, he goes on to say getting the links on usually difficult domain names. So, let's say we're using our podcast for an example. Let's say we wanted to get a link from the Houston Chronicle. Right. We could submit our event and, in your case, submit the event to your local paper, to their web section, have the event listed there with the link back to your site to the event page or to your home page or, you know, landing page preferably where you're going to land them at. But, that's a high quality link

is usually followed because they need that information to be out there. Great way to get a link to your site. And then, more importantly, those pages don't tend to go away. They usually become archived. And so, that link will remain. It's not like it'll be gone after the event passes. So, I thought that was pretty cool. Another one was local citations. So, whether or not you're hosting an event at your place of business, easy way to get your name, address, and phone number into a local search citation is to also submit your link with those events to different citations across the web. Whether it's different directories and things like that that host events. It's more like, I'm thinking of Craigslist. Great example of a place where you can go that has a ton of traffic, that gets indexed regularly, and that you can put everything from things you have for sale to events you have coming up to positions you have available for hire or whatever. Submit there and include the links to where they can go get more information. And that should be a link to your site. The last one on here was Diverse Links. And somebody wrote an article a few months ago discussing why it's important to have a diverse link profile. And this kind of goes, excuse me, back to what we were talking about, the over-optimization stuff. When you're doing these links, you know, years ago, we stayed away from the Click Here. Right. You know, or website. We wanted to go with the high keyword rich anchor for those links. And so, make it diverse. Go with Click Here if you have to. Click Here to find out when our podcast is happening. And I think this depends on what kind of volume you're going after. Right. If you're going after three, four, twenty links, make them all anchor text. Yeah, that's fine. You're going to, if you're waking up and from nine to five you're working on links, then make sure that there's some variety to it,

you know, so that it's not all the perfect anchor text on this, you know, thousands of websites. Make some of them just click here, some of them, that anchor text, some of them, you know, different, slightly different anchor text. What you have to do is follow the norm and the standard. And what I mean by that is, if you're guest blogging with the sole sake of putting out some content that's relevant with links back to your site, look at the other guest blogs there. You know, did they link in the content or did they link in their little bio that they were given above the post? And in that link, did it say my website is here or did it say, you know, SEO Houston with the link to your website? Right. And so, you know, make sure, follow the standard. You know, if you're linking somewhere else, let's say on some directory, then it will probably say website. If they all say website and yours says, you know, Houston plumbing repair, then it might look a little suspect. And so follow, follow the guidelines of what's being used. So that's it. I'll post this article on Facebook immediately following the podcast. Excellent. Good stuff. All right. Oh, got some blanks there? Yeah. You were thinking about your vacation, weren't you? I was. I was. But then I switched because I actually had two blanks there. And so it cost for two posts. You needed one for each. So first blanks there, this one goes to Chick-fil-A. And first off, I think these are the most awesome chicken sandwiches in the world. I'm a Chick-fil-A supporter. So the president comes out, president of Chick-fil-A comes out and he says he does not support gay marriage. And so more power to him, you know, that's his belief and that's fine. But when he did that, he had people about to open up researching a location in Boston so they could open up one there. The mayor of Boston says, wait, wait, wait. We are the first

city to have gay marriage. And if you can't support it, then you shouldn't be here. Don't even worry about finding a place. Chicago comes in, jumps on board as well. Whatever Chick-fil-A you do have here, we're going to shut those down. You're not welcome in this city. So then the PR started getting real bad. Facebook, Twitter, things like that. So according to Gizmodo, Facebook got a fake Facebook page. Chick-fil-A got a fake Facebook page to go in and combat the negative PR. Or here's how they got caught, which is the whole blank stare. Right. They used a teen girl and the image that they used with her, Gizmodo found it on stock photos. So if you're going to do something like that, don't use stock photos. I'm just surprised that, like, we're supposed to have this, it's an opinion. They're not saying they're not going to serve gay couples who are married. They probably have gay employees. Yeah, the whole concept that a city is going to say because the president, I mean, maybe he believes in kitten juggling. He goes to jail for that. You don't ban his restaurant for that. Right? Like, this doesn't even make sense. Yeah, so, blank stare to y'all. And they shouldn't use the stock photo. Yeah. Blank stare all around. The second one goes to Twitter. So, Olympus get ready to start and all of a sudden Twitter crashes. Right? And so, their public response was it wasn't due to the overwhelming surge of Olympic tweets. It was some sort of server malfunction. Tom and accounting. Yeah. Exactly. We're going to plug it. Yeah, right. You know what I'm saying? We know it's a billion people across the world all tweeting the same thing at the same time. And, man, you crashed. Farewell. So, yeah, blank stare at the farewell. Cool. You have been listening to the most popular SEO podcast on iTunes. Remember, actually, Charles is going to be out on vacation. A much-deserved honeymoon. Honeymoon. Woo-hoo. Honeymoon. So, we will be posting another audio on iTunes.

We will not be broadcasting live next Friday. So, we will see you the Friday after next. Again, you have been watching and listening to the most popular internet marketing podcast on iTunes. That is because of you, you, you, you, and you. All of you in 76 different countries. Thank you for tuning in. Bye-bye. We'll see you next time.