What effect is Google Instant going to have on PPC and SEO - The Best SEO Podcast Number 75

Hi, and welcome to the Internet Marketing, Unknown Secrets of SEO, We Do Websites podcast. That's what's up, everybody. Welcome back. Friday morning, 9.15-ish. We had another fun-filled edition. Got that surprise that we talked to you guys about. It's going to be awesome. Yeah, we got some great announcements. Man, some really big stuff has been going on. You are listening to podcast number 75. This is the most popular SEO podcast on iTunes. That is because of you. Thank you guys so much for listening and submitting reviews. Actually, somebody hasn't submitted a review in a while, so somebody needs to submit a review ASAP. All you need to do is just go to iTunes, create a simple account, submit a review, hit us back so we know who to give some link love to, and show your appreciation. If you get any valuable information out of this, we don't know how that's happening. We're sorry. We're trying to fix it. Yes. And, you know, we got a great one. Actually, I need to get A.J., I need to holler at you about something. A.J. needs to, he said something really cool about us, and that email sent you. I said, the very bottom line, he says, I'm doing, I'll have to print it out. Was that South by Southwest? No, that was Dean, but he was, I'll print it out. But he was like, basically, he has gotten value out of what we have done. So that's what's up, man. Oh, that's Hawaii, right? That's computercornerhawaii.net or .com, I think. I don't know. I'll figure it out. I think they're on the first page for, like, Virus Hawaii or something. That's what it was. I'll print it out so we can. Oh, I'll read it. Did I just steal your thunder man's mind? It's all I had this podcast. That was it. That was the nugget that I was saving. Just go sit down. All right. We like to talk a little bit about what we mentioned last podcast. We were talking about pay-per-click. We're going to

continue that a little bit today because there's so much information to talk about. Who knows what we're going to get to. As we try and have a tip every time, I just got to mention the tip from Podcast 72, which was, you know, become a rapper. Actually, from 73, become a rapper. It is cool. So that's a tip. The tip from Podcast 74 is hire an expert, which, you know, goes right in line once we start. Hire a rapping expert. That'll be our tip for today. Hire a rapping expert. Excellent. So we also have news from today. You know, we got a little bit of buzz. Somebody sent us something about Google Instance. Are we going to talk about Google Instance? People are calling it a game changer. This is from Scott Bonner. Or is it going to screw up pay-per-click? Because that's a great, great point. We thought of that immediately. You know, as you're typing, all the results are changing. Do those count as impressions? And frankly. Hang on, hang on. Not everybody knows a Google Instance. Let's talk about what Google Instance is. Good, thank you. See, look, you are going to contribute. Because yesterday, all right, so I'm typing. I'm on Google, and I'm starting to type in the search bar. I thought you were supposed to be working. What are you doing on Google? What? What? What is that disgust? So I'm typing in the search bar, and I got a call from a guy in Laredo. What's up, Castaneda Bail Bonds in Laredo, Texas? So I'm typing in L-A, and before I hit the R, Laredo's L-A-R-E-D-O, Lady Gaga pops up. And I'm like, whoa, I didn't search for that. And then I hit R-E-D-O, and then a map of Laredo, Texas pops up. And I'm like, what the hell is going on here? Google has this new product called Instant Search, so where it recognizes the letters that you're typing in and figures, oh, he's probably looking for Lady Gaga because he typed in L-A, and she is

very popular, L-A-D-Y. So Google instantly recognizes what you're searching for and will display search results, depending on what you're typing in. And it will change the search results with each letter that you actually type in to the search box, kind of like Google search suggestions before how when you would type something in the search box, there would be a little drop down that would pop up, and it would give you suggestions as to what you're looking for. Kind of like that same concept, they just took it to the next level and are instantly showing you search results. Actually displaying the search results as you're typing, which is pretty phenomenal. I was looking this morning on some of the videos that Google has about the technological challenges that they had, you know, jumping into this particular thing. You know, right now they're serving billions of search results a day, and now, you know, he types L-A, that's a search result. And then probably when he got to R, something else came up. So it may have been eight different searches by the time he got to the one that he was looking at. So all these searches are kind of flashing. It's incredibly well done because, you know, one of the points that they made right away was it's not that you want to do partial searches. When Paul typed L-A, he didn't want to search for Los Angeles. That may not be a good example. But, like, news, and I've got an example of what I was typing this morning, tech news. So I type in T-E-C-H. By the time I'm at T-E-C, I don't want to search for the letters T-E-C. You know, and Google's smart enough to know that. It says, okay, what's the most relevant that starts with T-E-C? It's kind of like everyone's really used to the phone and the whatever, the T-9 auto fill. Yeah, because I text on T-9 suggestive spelling or whatever. And so that's what they're doing. They're using kind of suggested spelling slash search. Well, suggested

search. And so as you're typing, but it's actually presenting the results right away. It's pretty sweet. And, you know, a lot of people are calling it a game changer. I think it depends on your perspective. You know, is it a game changer for SEO? I don't think so. And then Scott Bonner made the point, all these, is Google going to count these pay-per-click ads, are they going to count them as impressions? And, you know, my first thought is, obviously, they shouldn't count them as impressions. And in some real sense, from the pay-per-click perspective, you know, it's good to know your impressions. And even if Google elevates them, really what you're monitoring when you're looking at pay-per-click is the actual clicks. So, you know, from that perspective, sometimes you're interested in impressions because maybe you're trying to do some branding and you're not actually interested in the clicks. And it can also help with your click-through ratio because your click-through ratio is determined from your number of impressions. So, people that really follow your click-through ratio, it could change. It could go down because if they count these search results as impressions, I got a set of search results for L, L-A, L-A-R, L-A-R-E, so on and so forth. So, by the time I typed out Laredo, I had gotten probably, what, L-A-R-E-D, I can count, six different search results. If they count those as impressions, which I hope they don't, it will screw your... Impressions count. It'll just be elevated. Yeah, which will screw your click-through ratio. And we use... Oh, that's right. And your click-through ratio is what we use to determine how effective is your PPC ad, how effective is the title and the... Body of the... Yeah. What's that thing called? The body, we'll call it. Whatever that's in the... There's probably some technical term. Yeah, I think it's called the snippet or... But, you know, in the search results, you get the title tag and you get a couple sentences and then your URL. Your link, yeah. So, that's what... The

click-through ratio is what we use to determine how effective is this. Does it need to change? Do we need to add something to it? So, I hope that... So, basically, you're saying I was wrong. Well, no, I think it is good because I used to not until I went and really get into click-through ratios because I was like, eh, when we started to really do internet marketing and PPC, I was like, okay, yeah, now it's going to... It makes sense, right? So, you're right, Scott. And, yes, okay, so our impression count is in some sense doesn't matter, but Paul is exactly right. It matters incredibly when it comes to the body of the ad. Is it going to be an effective ad? So, you can decide, you know, in a great way, if we weren't talking about Google Instant and you had, you know, 100 million impressions and you got one click, then you have some sort of idea that your ad is not very well laid out. Exactly. And, like, I agree. I don't look at impressions. I don't care what the impressions are. I care what the click-through ratio is, which is... Which is impressions versus clicks. Yeah. But, I mean, someone's like, I got a billion impressions. So? Yeah. And? Well, one thing that it could do, though, is eventually, you know, there may be, okay, pre-Instance search and post-Instance search and, you know, previously we were expecting, you know, a 3% click-through rate. Now we expect a 1% or, you know, it may just skew all the numbers and we just got to get used to the fact that there are more impressions and the fact that even though there's more impressions, the ratio of a good ad versus a bad ad is still going to be relevant. Yes. And so we can have that. You know, I'd like to think that Google is smart enough, and this is, you know what, I can't make this assumption. I was going to say, I'd like to think that Google is smart enough

so that they would recognize the whole impression click-through ratio issue and make adjustments for it. So maybe they'll say, and someone sent this in the office yesterday, maybe they will put a time limit on it. If you type in Laredo, and maybe they'll say, all right, we'll cut this off at, after three seconds of him looking at it, we're going to count that as an impression. If he doesn't type anything else or hit search, we're going to count that as an impression. I'd like to think they'd do something like that. However, I'd like to think they'd actually have somebody with some sense working at Google Places, and they don't. So, I mean, I just have this bitter thing against Google Places right now. I think we just put them on blast. I really did, man. I really did. Yeah, we're struggling with some Google Places. Yes, we are. And there's no, like, help or. I know, like, oh, that's how it works. Google's like this. Take that. Take that. And Scott Bonner, I wanted to say this. Didn't know if you, he's really right. Didn't know if you guys were going to talk about Google Instant tomorrow, but here was what I thought about it. No, we weren't going to talk about Google Instant tomorrow. But now that you put us on the spot. You know how much research I had to do? Let me tell you, because this is one thing that I thought was pretty, did you have any? No, we weren't. But I guess we will now. So, I, you know, come in on Friday mornings, I like to get a little piece of news. And so, I go to start typing tech news, and I get tech, T-E-C-H space in, and then nine comes up. And I'm like, what is this? It's tech, and it's spelled N, the number nine, N-E. And then I read the kind of first headline, it's an R-B. So, I asked the guys in the office, does anybody know who this is? So, somehow, apparently, while

I was asleep overnight, R&B became more important and popular than tech news? Yes. Well, I was thinking, when you said, does anybody know tech nine? I was like, are you buying a gun? I was a tech nine gun. I was like, whoa. We are in Houston. Slow your ass. That is the preeminent thought of most people here. There are other ways to work out your issues. I can get you to a guy that can really help you with, you ain't got to kill nobody. But you know what? And I, you know, that's a good point. Here's why I think that happened. When I typed, I was looking for Laredo, L.A., I got Lady Gaga. People, like, I think that's a testament. That's what they search most, yeah. Music, music is taking over the internet. Digital music. Everybody's Googling artists and looking for downloads and songs and streaming music, so. We just got some, I don't know if you had a chance to look at the sales collateral from Mike that he sent. I haven't. Sorry, Mike. And one of them is the fact that for music, I don't know, it was like between three, because that's when they can use the internet, and like 28 or 38 even, the first place that they learn about music is actually on the web. It's no longer the radio. Okay. Oh, which, okay, which will talk about some, bring up some news that I just thought about, because we skipped the news. Are you just making up news? We haven't skipped the news. Like, Google Instant is like, sorry. Just because our listener brings it up doesn't mean it's not news. Okay, let me segue into the news. Are you going to talk about iTunes? No, I wasn't. Okay. No, good. iTunes changed their logo. They got a bunch of heat about it. I thought it was weird. I kind of like it. You've seen it's a little blue thing now. Steve Jobs had a hilarious response. Some guy was like ripping it apart, and you guys know

that Steve Jobs will sometimes answer customer service emails. He was like, why is this, are you changing this? You're ruining 10 years of branding, and blah, blah, blah. It sucks. We don't like it. And Steve Jobs' response was, we disagree. That was it. But remember, you've got to remember, this is also the man that has in the past said, you are holding the phone wrong. Yeah. You're holding your head wrong. You're listening wrong. But to segue what you're saying is how music, now people see music on the internet, the old iTunes logo had a CD behind it with the music notes. Now it's just the music notes, which says that, and he was like, music is no, the older it was just. It's not a CD anymore. It's not, yeah. Now it's digital music. What does that dude wish he went back to a record instead of a CD? He's like, oh, you're ruining your branding. You know, we used to be RCA had a record on it. Yeah. Now it's just digital music, don't they? I was going to say, so a guy who helped me build my house, he has an iPhone, and he put a post up, and he goes, my iPhone is amazing at doing apps, at scheduling, at, I mean, he went on this litany thing. The only thing it can't do, it sucks as a phone. Drop calls all over the place. So, I just wanted to comment, so as I'm typing Tech 9, and as you're typing Laredo, you know, this is pretty interesting, because one of the coolest aspects of the internet is kind of the randomness, right? Yeah. I can get on there, and you can start, oh, let me click this, and, you know, you start doing a search on Laredo, and next thing you know, you're looking at Madonna, because you did the, you know, you went through Lady Gaga, and that was, whatever, Christina Aguilera, and then you're talking about Madonna, reading something about Madonna. Google Instant adds to that, right? So, I

typed in Tech 9, I now know there's a group called Tech 9, maybe I'll check them out, I know the recommendation of the office around here, if I should. But, you know, it's a time, like, I don't want to say a time waster, but, like, this is an easy way to get trapped on the internet, right? So, I type in L-A, oh, there's Lady Gaga, let me listen to this song right quick. Oh, wait, here's somebody, I click on this, and I get something. Something else, oh, well, let me see what that is, okay, let me get back to Laredo, L-A-R, well, look at that, it's something else, like, and, you know, I have adult ADD, self-prescribed, so it's like, oh, look at that shiny thing over there, let me see what that is. So, if you need a prescription for ADD, you can tell you how to prescribe it. I mean, I'm all over the place, I'm like, yeah, oh, look at that, there's a fuzzy kitten right there, ah, what was I doing? All right, so, there is actually news, I just saw this article, Yahoo, can this be saved, and this is Yahoo, you know, we've been kind of releasing news, and, I don't know, all the news seems to be heading in one direction, and we're just kind of reading between the lines. I just love this one, two lines here, Carol Bartz, who's the CEO of Yahoo, has described the quantity of users that Yahoo has as a boatload. A boatload, yes, yeah, Google is actually a number that represents a huge amount, Yahoo has a boatload of users. That's the best we could come up with. And, you know what, the first thing that came to my mind is, you know, when I'm sitting on the beach in Miami, and I see a boatload of refugees, that's not that many. Yeah, so somewhere between, like, 25 and 50, is what she's looking at. Do you count the ones that are just hanging on, because there's no room in the

boat? Those are just hanging on to your search engine, because it sucks! The other thing that was in this article, I didn't realize, was, like, Yahoo has to set themselves apart, like AOL has, because AOL's doing a great job with local content. I didn't even know, like, AOL, what's, huh? Yeah, I mean, you know, everybody has their time to shine. I remember when I used to use AOL when I was in high school. You mean back when you had no choice? Yeah, thank you. Thank you, there you go. When I had no choice, I used to use the best out of it. Yahoo also, I used to use it all the time. I didn't even go on it. So, can it be saved? No, it's like, it's a sinking ship. Yeah, it's going down. All right. I had that Stephen Colbert explosion. Oh, that was awesome. That explosion thing, that was awesome. He's awesome. I started recording him and watching him at night, he's just, that guy's crazy. What else, any news, any other news? I didn't have anything. Did you have anything? No, I don't. You know, I'm just disappointed there's no reviews. Hey, how can you find us? How can you stalk us? How can you track us? How can you be a mountain man and find us? There you go. Like a bear. Podcast at, did you just growl? Yeah, I growl. Podcast at e-webstyle.com is a way you can send an email to a lot of people here, actually. Us. You can also follow us on Twitter, twitter.com slash e-webstyle, facebook.com slash e-webstyle. We do broadcast this live at 9.15-ish Central Standard Time on Friday mornings. You can find us and get to us. We're actually going to get it pasted on our page, so you actually go to our page, Novel Concept. Yes. But the way you find it now is you go to e-webstyle.com slash the letter Ustream, Ustream, and that'll take you to our Ustream page, which is broadcasting now. If you went to that right now, it,

I don't, that wouldn't even make sense, would it, because they'd be listening. The website? Yeah. Yeah. No. If you went to it at 9.15 Central Standard Time on Fridays, you would actually find us and we would be waving at you right now. Yes. And you would see a lot of the other things that we do as a company, not just internet marketing, but websites. We also do, really? We also do websites. When did that start? Yes. Last week. And IT services and other things. So, yeah, it'd be a great way to get you guys to go, because I know, I know there's a bunch of you out there who have never seen our website. You're right, yeah. Yeah, well, the comment, like, I didn't realize you did websites, means you didn't go to our website, because it's actually pretty prominent on our website now. We do websites. Announce it. We've got a new website coming soon, too. Yes. So, you guys stay tuned for that. So, oh, actually, go to the website now. And check the old one. And in a couple weeks, you'll be able to see the new one, because it's like... We're hoping we're having the kind of branding that when we make this change, somebody writes this really nasty letter about how awful, you know, we're throwing away our years of branding and how could we make such a disastrous change, and we'll respond, shut up. Don't make me punch you in the face. Yes, I will. Oh, you're going to get some, Scott Bonner, and Dean Calhoun. Oh, just wait. Yes, yes. Maybe we'll see you at South by Southwest. Oh, I'm going to look for you. I'm going to look for you. Somebody... Oh, at Scott Bonner, we don't have his picture yet. That's right. Scott, put a Facebook picture up. Yeah, put a Facebook picture up. That we, you know, we know who to punch. Yes. All right, so we're back to our pay-per-click... We're doing pretty good. We're back to our pay-per-click article. Like, article, again, this

is an article, if you go to WikiHow and type in how to start a successful pay-per-click campaign, that would be this article, the one I'm holding, the one we've been discussing. We've augmented this article, because we don't just want to present, you know, somebody else's article. And you should go to that article, because I can't read the author's name. Oh, yeah, yeah, yeah. It's a little bit lengthy and lots of consonants. That's tough. I mean, we're Americans, man. Don't, don't, seriously. Don't, don't, don't... You can make some horrible comments. They would just be out of line. So, we decided to augment it and say, as we're going through this 15-point checklist, we're going to let you know and explain to you why on each one of these. And maybe there's one or two that you don't need an expert, but why we think you probably do need an expert on each of them. The last one, we did skip ahead. I think we skipped 12, because Paul was excited to mention number 13. 13, that's right. And just to recap, 13 was... Hire a professional. Hire professionals, yeah, exactly. So, it kind of makes our point. Are we done? All right, let's go back to 12. Follow rules. Make sure your campaign follows the search engine rules, as it's not going to work if it doesn't follow the rules. Hence, read the rules, know them, and follow them. So, you know, I can take a great lesson from that, because I was so pissed about Google Places, and I hadn't read the rules. And did that make you less pissed? No. And I still haven't read the rules. I keep saying I'm going to read it, but I should read the rules. Maybe I will actually find out what I'm doing wrong. So, I think that's great. I should actually read the rules. I think we just have a target on us. Yeah. Google's saying we're... Google Places is saying we're a douche. I'll wait until I run into somebody that works in that department.

They're going to get an earful from me. First, it'll be shock. Really? You really work at Google Places? No. There's actually a live person? It's not just all automated computer crap? Yeah, for sure. No, you don't. Stop lying. You don't work at Google Places. I've been waiting for this moment. I have no idea what I'm going to do. Can you just hold here? I have to collect my thoughts. There you go. It's varying between, what was that movie, Natural Born Killers and, I don't know, just a kick in the shin. So, follow the rules. One of the things that you have to ask, right, is where do you find the rules? Wow. If you don't know where you can find the rules, you probably need to hire a professional. Oh, there you go. Yeah. Oh, the AdWords rules. AdWords. Follow the AdWords rules. Even kind of the SEO in general, where there's a pay-per-click, though. Yeah, so make sure you find those rules. Number 13 is worth mentioning again. Hire professionals. Hire professionals. Number 14, make a pay-per-click management team. Wow. So, if you're a three-man company, a team is at least three? Oh, yeah. Well, I was going to say one, but like... There's no I in team. True that. True that, but yeah, doing this on yourself would suck. So, I'd say, yeah, you definitely need a team. I mean, you should have a team for your marketing. In general, you definitely need an SEO team, you need a PPC team. If you're a small company, I guess you're all doing it now. Yeah. Or, you could hire... A team. And we'll do it for you. Of professionals. Because we have nothing better to do than sit on a computer and internet market all day. Your business. There you go. That's a lot of expertise going in your direction. Let's see what else it says. The management team must be well-trained. Well, that's a good point. So, if you have a team and they're well-trained, they sound like experts, they can critically analyze

response to ad copies and make required changes. And that's exactly what we were talking about earlier. The response to ad copy would be, you know, is your click-through ratio good? Is it bad? Is it, you know, whatever it is? How do you make it better? The management team must be well-versed in all these methods and tools to make a success of your campaign. Here's a great example why you should have a team. I don't do this all by myself. We have a team here that does it. We got someone that does design, someone that's doing PPPs. So, you're telling me, a world-class expert at SEO and now de facto pay-per-click. Yeah. Has a team, uses a team? If it was me by myself, I'd quit. That's just too much. Like, you know, as you get deeper and deeper into it, it's like, seriously? Really? I got to do that too? Yeah, exactly. It's like, wow, I need to pay attention to my AdWords. I need to do this for an hour. I need to watch this. You know, we have someone that does each thing. We got someone that's on content, someone on PPC, someone's on link building, someone that's on on-page optimization, someone that's doing this. So, if we do it, and if it's good enough for us, it's good enough for you. Yep. Wow. That was pretty confident in myself right there. If it's good enough for me, it's good enough for you because I'm awesome. That's kind of what that says right there. That's what's up. Yeah. That's all I got. All right, we got number 15. This is the last one on this article. Monitor your campaign closely. Remember, it is you who is spending all the money on the campaign. Hence, you must ensure high ROI from it. Monitor the success rate of campaign closely. Literally, yeah. I was just reading there. I know it's not good. Before we answer that, can I give some shout-outs real quick? Yeah, do shout-outs. I want to give some shout-outs. We found a

bunch of Facebook users yesterday, and we haven't shouted out to all of them. I just want to say thanks for listening to the podcast real quick. I'm going to go through everybody. And thanks for liking us. I mean, they really like us. Thanks for hitting the like button. Thanks, Darren, for the like button. Chris? No. That's you. Yeah. Yeah. I like us. I want to shout-out to Charles Lewis, who listens to the podcast, has liked us. It's to Corey Malchewski. Malchewski. Malchewski. Malchewski. Malchewski. Corey Malchewski. Please forgive us. Yes, sorry. You can punch us in the face when you see us. Send us a link to your websites. It's to Marcus Nelson. Scott Bonner. Where's your Facebook picture, Scott? Alan Ledbetter. I think I've talked to Alan a long time ago. I haven't heard from him in a while. Carol Baskin. What's up, Carol? Carol Stacy Easterling Langland. That's here in town. Really? Yeah. Yeah. That's B2B Texas Resource. Oh, that's what's up. And Katie? And they're also right on the money, so they do marketing. They're good old friends of ours. Casey Stein. Stein? Stein. It's a guy. What's up, Casey? Darren Bowie. My main man, Darren. Dave Gibbons. Howard Ralston. Brian Alvarez. David Pry-Vila. Sorry. Sorry, dog. Man, I'm sorry. Is that his name? Sorry, dog? Is that what that means? Sue Armstrong Ryan. Magalie Hall. Man, like, I can pronounce. Will Hessler. Sherry Teets. What's up, Sherry? That's my homegirl up in Detroit. Richard Burkhardt. Man. Okay, you want to take over these? They've gotten easier. John Gustafson. Keith Crosley. Garen Arnold. David Beckham. Yeah, I remember David. Bendit. Nicholas Fabian. I remember Nicholas. He said something while back. Kristen Bryson. Wow. This is, wow. Okay. Awesome. Yeah. Marion Markser. Terry Crosby. You've spoken with him. Saw you on YouTube, Terry. Howard Shepard. Jamie Warheim. Jim Butler. Al Messick. Yeah, that looks good. Dean Calhoun. Hey, Dean. Affigility, right? Yeah. Darren Collymore. What's up, Darren? He's actually over in Iraq right now. Emily Tan Call. From the Philippines. What's up, Emily? Oh.

Paul Hanson. I'm awesome. That's right. Luis Lozano. What's up, Luis? Still listening. And Javier Chiesa. That's our list. All right. We need to make this list bigger. So find us on Facebook. We appreciate you guys. All right. So we have like one last question here, right? One last question. Did you give it to me or did you still have it? Yeah. I gave it to me. You did? Are you sure? Yeah. Because I walked in the office and remember. I can print it. It's a. You did? Okay. That's all right. I'll read it. I'll read it. It says, I don't know if you have discussed feedback. I'm going to get back to the show. So the question is about pingbacks and apparently there's some sort of blog thing with pingbacks and if we've ever used them and if we've recognized the value of pingbacks. So, you know, I know you're prepared. So the only thing I know about ping is a set of golf clubs I used to have, dude. I got nothing after that. Ping? That's about it. Do you think it's related to pong? Like ping pong? Hey, I'll take it. Oh, and. Well, no. I was going to say beer pong, but that's. That's a different. Because I said it's not even related. That's significantly more fun. Well, we don't. I don't know. We don't seem to have. I'm lost here, dude. Like, seriously. What is it with people expecting me to know stuff? Yes. Like, come on. I got nothing here. All right. We can't just leave it like that. I'll tell you what. I'll tell you what. Let's combine, like, an announcement and an answer to this question. There we go. We got the answer. We do have the answer. I don't have the answer. It's just not us. We don't have the answer. Collectively, we have the answer. So, you know what? We're going to introduce you to the guy who does have the answer. Now, let's give you a little bit of background. His name is Charles Lewis.

He's listed here as a friend. He's liked our Facebook page. He's a smart guy. He's a smart guy. Because he liked our Facebook page. Yeah, that's why. All of those people are smart. Except for Lewis. He's never going to listen to this. Oh, yeah, there you go. That's a long story, y'all. So, Charles Lewis. He is actually the latest addition to our team. We are unbelievably happy to have him here at eWebStyle. You guys may know him as Chuck. You guys may know him as the SEO rapper. He is an expert in the industry. A world-class, world-recognized expert in SEO. And it seems just fitting. We're here on the most popular SEO podcast on iTunes. That's how you guys know us. So, we're world-class experts at SEO. We couldn't be prouder, and it couldn't make more sense to have Charles Lewis working with us. Not only that, we have this question, which we have no answer to. Yeah, I'm just like, I got nothing. Hey, day number one, answer that question. Hurry up. Yeah. Become an expert in this. Welcome to the eWebStyle team, everybody. Here he is, Charles Lewis, also known as the SEO rapper. That's what's up. Let's give him a round of applause. There's only two of us. Come on in front over here. That's what's up. Woo. All right. There he is. What's up, world? We're back. Charles Lewis, a.k.a. Chuck, a.k.a. The SEO rapper. I'm with Paul. I'm with Chris. Thank you for working with me. I need a moment. That's what's up, man. Oh, gosh. We promised we weren't going to do this. So awesome. No. Have a real talk. I do got to answer to you a question. Ping back is pretty much simple. Ping back is a way for a blog owner to know that a link has been shared with them, either in the post or in the comments. You link to my blog, ping, and it links back to his blog. Ping, and now he knows and I know and we've shared links. That's pretty

much the easiest way to explain it. And I did do a little research. I think it even in the original blog, it has some links at the bottom or something that show you that. So it's kind of like if you like a particular blog on one site and somebody happened to ping back. Yeah. Then you'll know. Oh, one more thing before we go. Paul did mention, you guys talked about Google Instant. And so I was doing some research. I actually looked on Google's Webmaster blog. Oh, okay. And Paul, you're absolutely correct. They do count the impressions in one of two ways. Well, first off, the... Well, let me jump in here. Yeah, the standard. You need to know this. I'm going to push you over here. Okay. Because I can't see you when you're... That's why I'm trying to move you over. Got you. The standard way, you know, when you search query, whatever it is, and you hit enter, bam, that's your impression. Right, right, right. Now, with Google Instant, as you type those results, so if somebody clicks on any ad there, whether it's yours or not, then all of those count as an impression. Right. If they click. Right. So the LA, the Lady Gaga stuff, would that count? Well, only if I clicked on some of those search results, that would count. And your result was listed, then that would count as an impression. Oh, that's a great, that's a, yeah. And the only other way is there's the three-second rule. If you stop typing, LA, and you stop typing, and those results show for at least three seconds, it's counted as an impression. Here's another interesting thing, right? Because as you're typing in that search, that rule pulls down a block. So now the most, the place you wanted to be on pay-per-click before was right above the organic. That may not necessarily be the case anymore, because those are going to be obfuscating. Do they have, I haven't used it enough, do the PPC show up at the top

still? I would imagine they do, yes. Well, they show up at the top and sponsors on the side. So as long as you're, you know, kind of partial searching, you know, the list gets shorter as you get further along in your search. But almost no matter how short it is, it's still going to block those top three pay-per-click. So, I don't know, that's, there's a lot of little dynamics going on here to be aware of. Now, position, I don't know, how do they call it? Is it one, two, three, four? Yes. Is that how it is? So position four is going to be the number one position. You can't best buy it anyway. Yeah, because it's less expensive. Yeah, better ROI. So if I had to take a wild guess from that piece of information, impressions are going to go up. Click-through ratios will go down. Remember that. And if you're in tech, you know, just like the results we had, if you're kind of in a technical industry, it's probably not going to change too much because everything between you and the actual search is going to be, you know, more pop culture or whatever, you know, more popular, which is what pop culture means. Take nine, a rapper based in St. Louis. Okay. I thought you should know that. Cool. Is he good? Does he have any good, is he worth it? I mean, he's already been in the game for quite a while. Last CD, I didn't hear it, so I can't comment on that. But a few albums ago, I listened to it. It was okay. Not my favorite, but it was fine. Well, I mean, we might just have to. Betty doesn't know SEO, though. Yeah, Betty, yeah. He has no SEO skills. So step your game up. Yeah. How about that? Did you just call him tech? You don't even know what he looks like. He doesn't listen to our podcast. Are you sure? Actually, yeah. We can be pretty sure. Yeah, but maybe he gets, like, Google alerts

when anyone's on Tech Nine. You're like, who's this Paul Hanson fool? I don't have a problem. Remember, never give your address at all. Oh, that's right. Change jobs. But you've got to be here every Friday for the podcast. All right. Excellent, Charles. We are so happy to have you on the team. This is, man, such a thrill. Welcome to Boer, sir. We're looking forward to all the amazing things that we can do together. And we'll have you in the podcast regularly. This is going to be awesome. I think we got some great feedback from the people who actually watched the video. I gave you some of that feedback. I think once that podcast goes to iTunes, I think we'll probably get some more good feedback. So that's really cool. Here's a shot to all you other SEO podcasts out there. We have an SEO rapper. What do you have? Oh, and that, if you guys go back to the beginning of this podcast, remember SEO, right? I said, what was, what was, I said the phrase, the last tip was become a rapper. It's cool. Oh, yeah. And then you're like, become an SEO rapper. Oh, I'm going to talk about this. Google Alerts. I'm going to say this next. You should be on Google Alerts. Yes. Because, and we'll talk about this next week, Google Alerts got Chuck a job. Yep. Yep. Yep. Everybody should be on Google Alerts. And I'll admit that. If it could, Google Alerts is what brought this connection together. And if it could do that, it could definitely get you a customer. Yep. Get on Google Alerts. We'll talk about it next time. Excellent. Guys, you guys have been listening to podcast number 74, I think. Yes. Nope. Yes. Yeah, 74. We're so organized here. 70. 75. We're listening to podcast 75. This is the Unknown Secrets of SEO podcast. Also, there's internet marketing in front of that. We also do websites. We are the most popular SEO podcast on iTunes, coming live from Houston, 915 Central Standard Time,

or you're listening it on your podcast, and you're still cool, but we'll punch you in the face. Yes. My name is Chris Burris. I'm Paul Hanson. I'm Big Chuck. This is your rapper. Bye-bye for now.