Podcast 283 - Search Engine Marketing

Hi, and welcome to the SEO Podcast, Unknown Secrets of Internet Marketing. My name is Chris Burris, owner of eWebStyle. I am Charles Lewis, your internet marketing specialist. Welcome back to another fun-filled edition of our podcast. This is podcast number 283. Yep. Thank you so much. 283. Yeah, I guessed right. One podcast before 284. I guessed right by looking at the sign that's behind me. I do have a tip. All right, so here is our tip from our previous podcast. I know you have a tip. Yeah, it is fun. This may not look familiar to you because you did not, right? And it is focus on NAP consistency to improve your local SEO. NAP consistency, man. Name, address, phone. You want to make sure that the name, address, and phone of your company is consistent across all platforms, especially local sites. So we're talking Google+, we're talking Yelp, we're talking Foursquare, we're talking Merchant Circle, we're talking Angie's List, and every other directory where a citation of your company is, your name, address, and phone needs to be consistent. Yeah, because if it's not consistent, you have some... You're going to have awkward listings, you're going to have missing information, and more importantly, you won't rank as high as fast because Google has to struggle to determine which address is the right one. Are you you or are there multiple yous? Yeah, are you drive, are you street, are you pound, are you suite number, right? Are you Houston, Texas spelled out, or TX? All that makes a difference. Use it the same. And like we say, down to the parentheses. Yeah. Call your phone number. If you use parentheses, use parentheses everywhere. Just be consistent. Absolutely. Absolutely. And that was the tip from podcast number 282. Please remember, we are broadcasting live in Houston, from Houston, and we are your friendly local neighborhood top position snatchers. And our mantra is... Yeah, don't be a douche. Can you buy me? Do not be a douche. We'll do that. And then, let's see. So we have a...

What kind of article are we covering today? Man, so I got a good article today, man. Want to give a big punch in the face to Scott Raden. And the guys over at Marketing Land, man, seven things CMOs need to know about search engine marketing. Chief marketing... Search engine marketing. Chief marketing officers need to know. We actually have something... Jay, could you get rid of that on the screen? And, all right. So let's get into this. If you are in a position to, you have a mobile device, or you're at a workstation, or a laptop, or something, go ahead and... What should they do? They should tweet us. What are we doing? I'm sorry. I got lost. You're going to tweet. What are they supposed to tweet? Oh, you're going to tweet us, at EWebStyle, at BestSEO Podcast. Be sure to tag us in it, and that way we can follow you back. Use the hashtag, SEO Podcast, and then tag us in it, at EWebStyle, at BestSEO Podcast. This is number 283. And, man, if you kick my shoe... I kicked with a little toe, it was the bottom of the shoe, I'm not scuffing the leather, don't worry. It was almost a fighting move right there. But tag us in it, EWebStyle, BestSEO Podcast, at EWebStyle, and that way we can follow you back, and y'all won't see CB. Because I'm rocking my new all-white infrared sixes, and I was standing on his line, and he kicked me, and that was more suitable for an elbow. See, that was right down there. I'm going to get a felt-tipped like prod. Yeah. Be felt-tipped. No, the old me would have took him off and started toothbrushing. All right, let's see. So, we got the tweeting out of the way. We are running a, quote-unquote, contest. If we do get more than 10 likes or followers, an increase of 10 likes or followers on any one of our platforms, then we skip the section. We actually had an increase of 26 on our Twitter account.

I know you were probably... I was following them back. I was like, man, I'm tired of clicking follow. Follow. Follow. Follow. Not follow. It's always one, right? Yeah, well, three of them. I'm like, come on, dude. You have no profile image, no bio. Yeah. I'm not following you. Yeah. I don't want to be spammed or hacked. So, we're not going to cover the part about reviews and how you could leave us a review. We just ask you to do that for us, please. Yeah, review us. And remember, there are a number of ways you can haunt us, stalk us, follow us, harass us, and they are, I don't know, we'll do facebook.com slash... E-Web Style. YouTube.com slash... E-Web Style. Twitter.com slash... E-Web Style. And Instagram.com slash... E-Web Style. Be mindful that we'll be changing shortly. Changing pretty soon. E-Web results. Get ready. It is just around the corner. Listen, if you're a PHP guru or a WordPress extraordinaire, we're probably looking for you. Go ahead and submit an audio resume, 713-510-7846. We do have a free website analysis. And in order to find that free website analysis, just go to our website, e-web Style.com. And you will find that analysis on some page. If you're really in a hurry, make sure you reach out to us, because we're a little backlogged on those. And you did say we have Algo Cat. There's Algo Cat. So, now it's time for the favoritest, most bestest, most awesomest segment of the show, the Algorithm Cataclysm. All right. All right. Yeah. Woo. Get your feet set. Yeah. It's still a little shit much. So, Panda. This is a big Algo Cat. This is 7.8 on the Richter scale. Google Panda is rolling out right now. They started last week, and they said it's going to take at least the next three months to continue rolling out this Panda update. They also said that it's affecting 2% to 3% of queries. Matter of fact, the actual quote was, Panda 4.2 will take a few months to fully roll out. So,

you may not notice it for a while, if at all. So, what does that mean to you guys? Well, for anybody who was penalized by a Panda update before, this is your opportunity for redemption. And so, hopefully, you've been making those content changes. You've removed those faulty links or whatever your issue was. You've improved that content. You got rid of the thin pages. You re-optimized. Waiting on this opportunity for your site to be re-indexed so you can get your ranking back. Hopefully, you've done those things. If you didn't, it's going to take three months to roll out. So, get it done. Yeah, you got time. You got some time to get it done, but I would make it a priority, definitely. Cool. All right. So, for a little bit of news, I just got two little pieces. One, and this is all over the news. There's some dudes hacked a Jeep, right? So, connected to the Jeep from a remote device and actually turned on the windshield wipers. Oh, wow. You put the picture on the navigation and turned off the transmission. Yeah. And there's a recall by, I don't know if it's Chrysler or, yeah. That sucks. Same issue. Can you believe that? This is like fundamental stuff. Like, somebody's getting it all wrong. Well, you know, when you open up Wi-Fi networks and have your automotive company do it. Yeah, then things didn't happen. But, man, hold up. That was just a horrible situation to get hacked. It's unacceptable. You could get hacked in the middle of a road trip. Or anything, right? And you're like, no, it's going to make sure for some great movie scenes right now. Because probably prior to this whole thing, you're like, oh, you can't hack a car. There's no way that's a car. Dude, it is. Yeah. And even after they fix it, I still got doubts. Yeah, I've been hacked. Yeah. Like, it's not like WordPress. You can't just go clean out of it. Clean it up and damn Russian hackers. No, this is my

car is open to hackers. Yeah. Russian or otherwise. Hey, I got a really interesting question. This is so off topic. How do you properly use antiperspirant? How do you properly use antiperspirant? You put it on before you begin perspiring. Okay. So, that's good. Would you say it should be a nighttime ritual or a daytime, a morning time ritual? Both. They say it should be a nighttime ritual. That the chemicals that are in it actually clog your pores, right? So, your sweat glands, so you don't sweat. And it's not enough time in the morning before you start sweating. So, it's best to put it on at night. Read the directions. I shower twice. So, I usually do that after the shower. In the morning, shower, put it on. At night, before I go to the shower, put it on the other. Then you're in good shape. I need to start putting it on tonight. Because I sweat. Yeah, yeah. You be perspiring. I perspire a lot. I thought your anti just didn't work. Well, because I was using it wrong. Apparently, that's part of the problem anyway. I'm not saying I don't sweat a lot. Well, you can get some Botox. You know, I got Botox with it now. Really? I'm going to get shots under your arm that'll just stop. I'm going to pass on that. I'll think about it really briefly and pass on that. All right. So, there is no tear tattoo, although I debated. Because, you know what? We got a review. And it's from iTunes. And the title of the review is Lots of BS. And it's a one star. Right. One star. One star. It's by New Midwest User from the United States. It says, if you want to listen to 30 minutes of fluff and crap and three minutes content, then this podcast is for you. So, apparently, our $9,000 a week, they just want to listen to 30 minutes of fluff and crap and only three minutes of content. Man, it must be really good content. I know,

for three minutes, it just bothers me because our podcast is roughly 30, 35 minutes, depending on how long our article is. And we're in our potatoes is about one-third of that time. Yeah. Right? So, about 10 minutes of fluff. Yeah. And actually, news and kind of value stuff. I got some news as well that you guys might appreciate. And 20 minutes of good content. Yeah. So, yeah. I think he needs to reassess, Mr. New Midwest User. And, hey, I got a couple of tips. One of them is for Miss Erica Villarreal at Noble Mortgage. Did you see that whole thing? She gave us a testimonial video. Oh, she did it awesome. And we knew it would be awesome. Anyway, it just took a while to happen, and she killed it. Yeah, punch in the face. She killed it. She's awesome. I appreciate Erica. Erica keep me on my toes. Yes. She made me do my job effectively. I shared that with a prospect this morning. I was talking to a prospect, and he's in a similar line of business of Noble Mortgage or NobleMoney.com. And I spoke to him back in April, and he remembered them. And he was like, how's that campaign going? I'm like, it's going awesome. I'm going to put you in contact. And one of the great things about that campaign is, and I said, here, I'm going to give you a reference. You can contact Erica or Daryl. And the cool thing about Erica is she keeps us on her toes. So, it's awesome. And she gives great testimonial videos. And next, last time I gave Patif to Abby England. She's one of our podcast listeners. She left a review last week, and she came in this week. Came in to tick us out. So, if you check out our Facebook page, facebook.com slash eWipstyle, you will see a picture of her, and Chuck and I. We took a picture right in front of our eWebStyle logo. It was probably the last picture in front of the eWebStyle logo. And

punch in the face. She's with, I wanted to make sure that I mentioned this. She's with Nevco.com. I didn't get that on the last podcast. So, Nevco.com, Abby England. Punch in the face to you. Punch in the face. So, I got a punch in the face as well. This punch in the face goes to John Colston. He hit us up on Twitter. He's at Music Instruct. He says, at eWebStyle, I am now a true believer. Just finished my third podcast. All right. Cool. So, yeah. I told him, punch in the face, and retweeted him and sent him the video links. There you go. Easiest way to catch up with. Yep. Watch these. And just if I was to jump back to some news for a minute, all my WordPress users. So, WordPress just rolled out 4.2.3. They say it has security updates that are extremely important. So, they recommend that you update immediately. You should be doing that. Immediately. And the last one is, so, dig this. You know, with all these domain names coming out now. Dot pizza. Dot lawyer. Dot. All this stuff right here. Yeah. I make the same face and I have the same kind of feeling. But Google released yesterday that all domain extensions are weighted the same. When Google calls, indexes, and ranks URLs, it makes no difference whether your domain is in .com, .org, .pizza, or .sucks. It has the same weight. My question is, I wonder how Bing or Yahoo ways don't make it. So, I think. Most likely, they do it different. Well, I think. In reality, it really should be the same, right? Yeah. Because Google, at the end of the day, good experience. Just wants to provide the best content. If the best content for soccer scores, it actually. Or is on .pizza, even, right? So, although .soccer is going to have some of the exact match domain name issues, and when I say that, I don't mean on the negative side, I mean on the positive side, then that's the content they should

be showing. So, if .pizza, the writers at, you know, whatever, soccer.pizza are the best on the planet, then Google wants to show them. So, it's interesting. And also, we cringe at the thought of explaining to people over the phone that you need to go to . . . Yeah, that's the cringe. The cringe is not necessarily the fact that it's a new domain. Because the search doesn't matter. Yeah. The domain doesn't matter for the search. It's all about the content. My cringe is, oh my God, all these domain names, all the clients who are not going to understand it and . . . And go to the wrong sites. Or all of the clients who think they understand it too much, and then we get indebted with a hundred domain names that people want pointed to their sites. Yeah. And they don't carry any weight. No, you cannot have .dough, .pizza, and .pepperoni. Yeah. Yeah. We forbid it. And now I'm hungry. Exactly. All right. Is that all right? That is the . . . I was about to say the pizza of the podcast, or the potatoes, your choice. Now it's time to get into the meat. Yeah, let's get into the meat. So, like I said earlier, a punch in the face to Scott Radin and the good fellas over there marketingland.com posted this article, Seven Things CMOs, your Chief Marketing Officer, needs to know about search engine marketing. So, let me just take a pause right here, and let's talk about SEM. All right. Right? We talk a lot about PPC. We talk a lot about SEO. We don't talk much about SEM, search engine marketing. Well, what is search engine marketing? Literally. The combination of SEO and PPC. That's what it is. So, anytime you're actively targeting keywords and actively running paid campaigns through search engines, then effectively you're search engine marketing. And so, in this article, it's going to talk about the seven things that most CMOs, right, need to know about search engine marketing. So, number one. He says,

today's funnel is longer and more complex. Today's funnel is longer and more complex. He goes on to say that today you can use SEM for awareness, consideration, purchasing, nurturing, amplification, recalling, upselling, reselling, and so on. And he's right. You can use SEM or just pay-per-click or SEO for all of those things. But he's absolutely right. The search funnel is definitely more complex. And, man, that's what that full charge sounds like. Oh, yeah. It doesn't happen very often, right? Or not in the middle of the day. Not in the middle of the day, exactly. But you got to understand what your funnel is, right? And when we say funnel, we're talking about the sales funnel. That path that it takes from meeting the potential client all the way through conversion or purchase, right? That sales funnel. That sales funnel is different depending on all sorts of deals. And we'll get into that a little later. But the key is to recognize with search engine marketing, we're talking PPC and SEO, the search funnel is a lot different. You can use SEO and PPC to market no matter where people are at in the funnel. It's my thing. If they're brand new, then they probably got there from a PPC ad. Right, right. Or maybe you ranked organically. And maybe they hit your site and a cookie hit it on their browser and then they left your site. So when they left your site, your remarketing ad hit them again. Right. They're still in your search funnel, right? And if they click that ad, you won't get another click ironically. Sales funnel. But you'll get another session. Right. Just analytic talk. Right. Understand that your funnel doesn't stop after the visit. That funnel keeps going because sales funnels change. Right. People convert differently. Number two. Speaking of funnels, he says not all funnels are created equally. Great one. And they're not. He says they can vary pretty significantly depending on the device you're targeting. Right? So desktop funnels, you know, usually end in a purchase with an

eye towards a good user experience and a high lifetime value. And you're right. Desktop purchases normally do go down that path of the funnel. Right. But consider your sales funnel. Right? Consider the device. Maybe they found you on a mobile device. Then it may not lead to click here, read this, and then purchase. It may lead to, I don't know, a search for an address on your site that leads to a near me search and a walk-in visitor. Or it could lead to a phone call. Yeah. Or it could lead to a social media follow because they're on their device. And they're all still in your sales funnel. And so it's key. It's key to understand that where users are in your sales funnel and how you can continue to market towards them using SEM. I would say this. If you look at the close ratio, right? So look at the conversion ratio, not just getting them on your site, but the conversion to a sale. If you get like 90%, 95% close ratio on your desktop and 20% on your mobile, yeah, we can write off some mobile experience, but revisit your mobile experience. Revisit your mobile device. Exactly. Because most people who ever end up on your property, at least on a workstation, I mean, that's what it actually says. What it implies is that when people arrive on your property, they're interested in purchasing because 90% are closing and something's probably wrong with your mobile device. But also recognize that there could be some difference between what the mobile user is looking for and what the desktop is looking for. The intent. Search intent. The intent. And not just that, when you consider this funnel, consider, you know, I think I use Zappos as an example here. You know, if you go to their site, let's say you were a desktop visitor and you clicked on some shoes and you saw the shoes you liked and you left, you are still in their funnel. And now whatever site you go to, their

remarketing ads are not only going to hit you back, but they're going to show you that exact shoe that you were looking at. Right. And so it's a very laser focused target, you know, promotional attack at you in their funnel. And so understand where your clients are when they click your site. Right. Because even though they may not purchase right then, you can probably get them later as long as you're aware of it. Number three. Three. He says that remarketing pays off at almost every level of the funnel. And he's right. He says the upside is that remarketing goes away, way beyond following users around with creepy ads, nudging them to buy the product that they just viewed. It does. Which is the example that I just gave. And he's right. You can use remarketing for more than that. You may want to use it for just a branding opportunity. Maybe you're a new company and we all know that those phrases are a lot cheaper and a lot more user focused and a lot more direct because there are remarketing ads. And so those people, you may have an opportunity to brand there. Or maybe you're running some other type of ads or some new services and you just want to promote those with display ads on similar sites. To your existing audience. Exactly. Or maybe you have people who've already purchased. And so you want to show them remarketing ads about related products. Right. You can do those kind of things with remarketing lists and retargeting lists. You can literally use remarketing throughout every stage of the sale. And maybe you want to get a little way from the creepy ad. Right. So you're looking at a very specific shoe and then you see an ad for the same shoe. That's kind of creepy. But you just see ads for a generic shoe. Yeah. Right. So, hey, you may not have liked that shoe, which is why you didn't purchase it. And we have other shoes. Yeah. So, hey, let's make you aware

of that. Exactly. You've searched for a specific type of, I don't know, black loafer. And you looked at it and now you're saying ads for just loafers in general. Yeah. Black ones, brown ones, green ones, or whatever. Definitely. Number four. Four. It says, online and offline work together better than ever. He's absolutely right. Brands advertising in more traditional channels like TV, radio, and direct mail can maximize the effect of those campaigns by integrating SEM. This is something we've been preaching a long time. It don't matter what type of marketing you're doing. If it's yellow pages, if it's radio, if it's TV, if it's cable, if it's print, your website and your search marketing campaign must tie into that. It has to tie into that. Yeah. You need to have the right landing pages on your site. Your page needs to be optimized for those same services. Frankly, you want to make sure that when people do search, that they see ads that resemble the ads they've been seeing everywhere else for that branding, for that consistency. And so, he's absolutely right. It does. He also goes on to say, advertisers can include in-store coupons in like SEM ads and or include online coupons in direct mail. It's a great way to kind of cross-brand. Right. Send people from the store online, send people online- To the store. Back to the store. Yeah. It happens all the time. Think about the last Sprint commercial you watched. Okay. So, five years ago, those Sprint commercials were sending people to the nearest location. There was a Sprint store near you. Now, they all push you to Sprint.com. Yep. They can care less about you going to any one of the stores. And it used to be SprintPCS.com, now it's Sprint.com. Exactly. Sprint.com. Go here. Frankly, we don't want you to go to no store. We can handle it all right here online, right now. For your convenience. For your convenience. And our pocketbook. Exactly. And so, consider that. And then consider the people who they've calculated, who went

online, who looked at it and still didn't purchase but ended up at a store. It happens more than not. Yeah. So, your offline marketing and your online marketing should co-exist. And they can, especially with search engine marketing. Number five. Five. He says, SEM is your ultimate testing sandbox. He's right. He's a good one right here. He says, SEM is a highly controllable and highly customizable channel. You got a new product. Quickest way to test the market. Designate a specific demographic you want to go after. Throw some Google AdWords budget to it. Create some nice ads. Create your landing page. And watch it for 30 days. And that way you can see how people engage with this page. How they engage with this product. What is service. How they convert. What made them convert. Was it this phrase? Was it this word? Was it this video? Was it something you wrote? Or was it a graphic? You know, you can, with SEM specifically paid search, you have the opportunity. Yeah. I think SEM is kind of the wrong, you don't have a lot of testing control. With SEO. Yeah. You just got to try and see. Yeah. You can do some A, B on the site. Yeah. Yeah. I'm thinking it's a great tool. Imagine you're sending out a flyer, right? And you, like, you have three different opinions about what the tagline of the flyer should be. Throw a little bit of PPC budget and throw all three up there and see one. See which one converts. Yeah. And that's the one you use on your print. Frankly, that's the same one you use on your SEO. Yeah. As well, because it's going to convert also. So, but paid is great for, definitely for testing. Yeah. And we recommend it. Number six. Six. You don't have to spend thousands to benefit from attribution. You don't have to spend thousands to benefit from attribution. He says, the only actions you will take as a result of attribution data is to reallocate the budget across your channels

or turn certain channels on off. Hey, what is attribution? I know half of y'all are like, okay, Chris, I don't know what attribution is. Great question. Attribution is really, see here, how can I put this easy? Attributing the motives and the click patterns of the people who visit your site. So, attributing sales to a certain process maybe. Exactly. A certain problem. Understanding that those processes change. Let's say, for example, somebody found your site from a PPC ad. Right. Right. And then they clicked around and then they left. But they followed you on Twitter while they was at your site. And so then a week later, you tweeted out some stuff and they saw it because now they followed you. And so they clicked it and now they're back on your site. And they purchased. They didn't even purchase this time. They're just back on your site. Maybe they subscribed to your newsletter this time or something. And then they left again. And then a couple hours later, they came back as a direct visit and made that purchase. That's your attribution. Right. And so the question is, where do you credit the conversion? Right. Do you credit that PPC ad that originally got them there? Or the Twitter. Or the Twitter post. Right. Or do you credit that direct visit? Yeah. That's the attribution model. And if you can weigh it. Right. So what you could potentially do is if you're looking at everybody who ever came through Twitter, they all converted. Then you make your landing pages, send them to Twitter. Because if the landing pages, unless it gets them to Twitter, doesn't necessarily get them to convert. You know, that's where attributing your sale properly is really important. And that's where key and quality understanding of analytics comes into play. Because analytics will report those same three visits as one session. Right. Because there's one IP address. Now, there may be three different clicks. But there's a paid click, there's a social click, and there was a direct visit. So there was three

different clicks, but it was one session. And so you have to keep that in mind when dealing with attribution. And last one, number seven. Number seven. He says, SEM can be used for branding, sort of. And I agree. I think it can. I think it can. And we've always said, anytime people who rank well organically seem like their brands go up and they get more conversions when we happen to do paid ads with it. And so I think when you consider remarketing, as I was speaking about earlier, it's a great way for branding. The clicks are extremely cheap and you can go with display ads. So not only can you brand your name, but you can brand your logo and your color scheme and maybe even an image of your top product and run these ads on different places where your competitors may be or similar products may be. And that's a form of branding. People will see it over and over and over again, especially if they're on your remarketing list. Then now they're seeing it as they've been followed. So SEM can definitely be used for branding purposes. I lost my first page. Oh, so. And that's it. That was all seven of them. So punch in the face, man. Seven things CMOs need to know about search engine marketing. Great article, man. I'll be posting it shortly. Was that Scott? Scott? Robert? Maybe. Scott Radin. Boom. Scott Radin. Great article, dude. Excellent. Do we have any what news? I do have some what news. I do have some what news. It's really not what news. It's actually more blanks. It's actually a moment of silence. Okay. I want to give a moment of silence for three people. One for a 28-year-old Sandra Bland. Rest in peace. Death is ruled a suicide. We won't get political here. We'll say rest in peace. I want to give a moment of silence to 33-year-old Jillian Johnson and 21-year-old Macy Bro. Both of them were the two ladies who were murdered in the Lafayette shootings that

happened the other day. Yeah, at the theater. Yeah, at the theater. So just a moment of silence for all three of you. Rest in peace. Yeah. Yeah. All right. That's it? That's it, man. Yeah, that's definitely a blank stare. All right. So let's come out of the meat of our podcast. And remember, if you're looking to grow your business- About 20 minutes of it. Yeah. Yeah, it does. Yeah. 30 minutes of fluff and three minutes of content. If you're looking to grow your business with the largest, simplest marketing tool on the planet- The internet. Email for increased revenue in your business. Our phone number is 713-592-6724. Yeah, go ahead and give us a call. If you have a referral, so some client or buddy or friend who is looking for SEO, you send them to us. We take care of the SEO, bill them, and we pay you. We do have a referral program. Remember, on Monday mornings from 730 until 830 Central Standard Time, we are broadcasting the Creative Biz Ideas radio show. And you can find that on Blog Talk Radio. We may be making a change on Blog Talk Radio or not. But just follow our Twitter account, either one, and eWebStyle because I tweet before the show gets started. So I'll be tweeting the link and a phone number or anything else that you can do. Remember, we were filmed live at 5999 West 34th Street Suite 106 in Houston, Texas 77092. We are the most popular internet marketing podcast in the known universe. Yeah. That is because of all you all. Thank you all for making us the most popular. Even our guy from the Midwest, we appreciate you. Thank you. You know, thanks for taking the time to write in. Yeah, to write a review. Yeah. We moved somebody. You know, you made our stars go down one, but that's okay. That's all right. That's, you know, that's all right. Until the next podcast, my name is Chris Perez. I'm Charles Lewis. Bye-bye for now. Balance check. Balance check.

One, two. One, two. Man, Chuck, and CB. It's the old podcast, 283. This is the freestyle. Time to get it going. He going to kick the mic, and I'm going to keep flowing. Please pay attention. We talking marketing. Oh, man. That's it. And that's all I got. Sound check. Balance check. Sound check. Balance check.