Join Matt and Chris for another thrilling episode of the Best SEO Podcast, featuring "Optimizing for position zero: The future of voice search" by Ashwin Ramesh.\n\n\n\nTRANSCRIPT:\n\n\n\nChris Burress:\n\n\n\nHi and welcome to the SEO Podcast. I know the secrets of\ninternet marketing. My name is Chris Burress. I'm one of the owners here at\neWebResults still.\n\n\n\nMatt Bertram:\n\n\n\nYes. I'm the CEO of EWR digital, also known as eWebResults.\n\n\n\nChris Burress:\n\n\n\nThere we go. That's a transition.\n\n\n\nMatt Bertram:\n\n\n\nYeah.\n\n\n\nChris Burress:\n\n\n\nWelcome back to another fun filled edition of our podcast.\nWe are really excited. Remember we're broadcasting live from Houston where-\n\n\n\nMatt Bertram:\n\n\n\nSo don't mess up.\n\n\n\nChris Burress:\n\n\n\nIt's about wintertime. If I can find it in Houston.\n\n\n\nMatt Bertram:\n\n\n\nI'm wearing shorts. Not right now, but I was this weekend.\n\n\n\nChris Burress:\n\n\n\nSo a lot of you might be tired of the cold already. We\nhave yet to experience the cold. I mean we've had-\n\n\n\nMatt Bertram:\n\n\n\nOne or two days.\n\n\n\nChris Burress:\n\n\n\nEvery fur coat in the city of Houston came out. It must\nhave been 55 or something and now they're all put back away. You pray, you\nbought Christmas clothes or winter clothes.\n\n\n\nMatt Bertram:\n\n\n\nI opened up my winter clothes I was like, man, I have all\nthese jackets and long sleeve shirts and I was like, that I never wear. I'm not\ngoing to buy anymore.\n\n\n\nChris Burress:\n\n\n\nYeah. Stop buying those. Please remember Matt and I, we\nare your results rebels.\n\n\n\nMatt Bertram:\n\n\n\nThat was low energy, Chris.\n\n\n\nChris Burress:\n\n\n\nIs that going to change? Well, because I'm thinking, has\nit changed?\n\n\n\nMatt Bertram:\n\n\n\nWe could change it. For awhile we were like the light\nwhite lab coats.\n\n\n\nChris Burress:\n\n\n\nIt was the results lab.\n\n\n\nMatt Bertram:\n\n\n\nThe results lab, which I liked that.\n\n\n\nChris Burress:\n\n\n\nThat was good. We could switch back to that. Hey we have a\nreview. It is of course five stars and it's from Ursula O'Hare. It says,\n"Thank you guys for a job well done. We appreciate the ongoing support and\nexpertise you provide. It is very difficult to find an SEO company that does\nwhat it says it will do and conducts business with the degree of integrity and\nprofessionalism as eWebResults does." [inaudible 00:01:58] to you Ursula.\nWe really appreciate you.\n\n\n\nMatt Bertram:\n\n\n\nThat's a client we put in first position at Google.\n\n\n\nChris Burress:\n\n\n\nWell, no wonder they're so happy.\n\n\n\nMatt Bertram:\n\n\n\nYeah, exactly. You know, about 40% of all our clients\nright now are for the keywords they want to go after in first position, not\nfirst page. I read all these articles right, and I'm like-\n\n\n\nChris Burress:\n\n\n\nShoot for first page.\n\n\n\nMatt Bertram:\n\n\n\nAnd they're like, "You're hanging out there on the\nsecond page" and I'm like, "No, first position."\n\n\n\nChris Burress:\n\n\n\nWhere's the value? That's where the value is.\n\n\n\nMatt Bertram:\n\n\n\nYou know what we've been doing this week, Chris, that's\nbeen working out really well that I think a lot of people would get-\n\n\n\nChris Burress:\n\n\n\nAs it turned out, I don't.\n\n\n\nMatt Bertram:\n\n\n\nYeah, well we've been doing two meetings a week or two\nmeetings a day. Sorry, two meeetings a day.\n\n\n\nChris Burress:\n\n\n\nWe were doing two meetings a week this week?\n\n\n\nMatt Bertram:\n\n\n\nTwo meetings a day every day this week.\n\n\n\nChris Burress:\n\n\n\nEvery day this week, yeah.\n\n\n\nMatt Bertram:\n\n\n\nIt's just been draining.\n\n\n\nChris Burress:\n\n\n\nBack to back.\n\n\n\nMatt Bertram:\n\n\n\nBack to back meetings. Even calls over lunch.\n\n\n\nChris Burress:\n\n\n\nYou seem really drained, actually.\n\n\n\nMatt Bertram:\n\n\n\nThis was a long week and really we were doing roadmaps for\nclients, realigning the goals for 2020.\n\n\n\nChris Burress:\n\n\n\nWhat is your goal in 2020? It's hard to believe it's\nalready 2020. What is your goal? What are you trying to accomplish? What would\nyou like to check off your list with our help for next year?\n\n\n\nMatt Bertram:\n\n\n\nYeah. And really got great feedback all around. So we're\nbringing in all our clients-\n\n\n\nChris Burress:\n\n\n\nMy wife's a client.\n\n\n\nMatt Bertram:\n\n\n\nTell us what your wife said afer.\n\n\n\nChris Burress:\n\n\n\nShe said, this is a process that will help you maintain\ncustomers. Right? So that's one of the things we want to do. We recognize that\ncustomers have a choice. We believe they want first position and feel like\nwe're the most qualified to deliver that first position. And they still have a\nchoice. What she said was, if people are making the decision on their own to\nmove forward or not to move forward, which they might be doing at this time of\nyear, then this is the right thing to sit down and say, "Okay, what's the\nplan?" Because you're not going to get that anywhere else. You're not\ngoing to get this consistent, let's plan out these next four months. Right? We\nlike to work in four month timeframes and know what we're going to accomplish\nin that timeframe and have some KPIs that we can deliver on.\n\n\n\nMatt Bertram:\n\n\n\nYeah, and that's really what we were doing. It was backing\nin to the KPIs. We were also looking at where the search volume was, how many\nleads they were currently getting, if their goals were achievable. And what's\nthe path to get there? Right? So I believe if you're doing marketing and you're\nspending money, you have some objective you're trying to achieve and we've got\nto make sure that expectations are in line and also we have the right strategy\nin place to get you there. And I think really-\n\n\n\nChris Burress:\n\n\n\nAnd that strategy fits in with who you are as a business\nowner or who you are as a company. Those are all important pieces.\n\n\n\nMatt Bertram:\n\n\n\nYeah. I mean we've had all publicly traded companies all\nthe way down to startups. Really, this process worked well and probably your\nwife was one of the more stressful clients to make sure that she's happy.\nRight?\n\n\n\nChris Burress:\n\n\n\nYeah. She's picky.\n\n\n\nMatt Bertram:\n\n\n\nSo I think that-\n\n\n\nChris Burress:\n\n\n\nAnd she's happy so that shows a lot.\n\n\n\nMatt Bertram:\n\n\n\nThat was really a litmus test for the team to have her\nwalk out of the meeting and say, "This was awesome. I really enjoyed\nthis."\n\n\n\nChris Burress:\n\n\n\nI don't know that she said awesome.\n\n\n\nMatt Bertram:\n\n\n\nOkay.\n\n\n\nChris Burress:\n\n\n\nI'm just kidding.\n\n\n\nMatt Bertram:\n\n\n\nI'm putting words in her mouth now.\n\n\n\nChris Burress:\n\n\n\nBut she did say it was an awesome experience and really\nhave a great roadmap for the future. So yeah, I can see that's a lot. That's\nbrain intensive work. You probably haven't slept really well all this week.\n\n\n\nMatt Bertram:\n\n\n\nAfter one of our-\n\n\n\nChris Burress:\n\n\n\nAre you taking your ESS60?\n\n\n\nMatt Bertram:\n\n\n\nYes, and I was about to take the dog version of it because\nI ran out of the original.\n\n\n\nChris Burress:\n\n\n\nYeah, don't take the dog version.\n\n\n\nMatt Bertram:\n\n\n\nAnd I was like, no you told me they put bacon flavoring in\nit or something.\n\n\n\nChris Burress:\n\n\n\nYou'll be burping up bacon for a little while.\n\n\n\nMatt Bertram:\n\n\n\nSo I actually didn't do that. But yeah, Wednesday was a\nlong, long, long, long day. Because we actually had a client that has five\ndifferent locations and I'm running all the numbers-\n\n\n\nChris Burress:\n\n\n\nIn the Houston area.\n\n\n\nMatt Bertram:\n\n\n\nIn the Houston area and backing in all the data points\nthat went into that to create multiple projections. So it was testing my Excel\nskills still.\n\n\n\nChris Burress:\n\n\n\nOh, wow.\n\n\n\nMatt Bertram:\n\n\n\nAnd we had to map out everything. And so, I mean we're\nprobably running 16 different campaigns. They have a semi-dedicated account\nmanager. We're actually hiring an additional person to support that account.\nThey're now adding a new location, spending more. And so it was a lot of brain\npower that's gone into this week.\n\n\n\nChris Burress:\n\n\n\nThat can be exhausting, that's for sure.\n\n\n\nMatt Bertram:\n\n\n\nYeah.\n\n\n\nChris Burress:\n\n\n\nHey, we're going to cover an article today. This is\nOptimizing For Position Zero: The Future of Voice Search. We talk about voice\nsearch every now and then.\n\n\n\nMatt Bertram:\n\n\n\nWhat are your opinions of voice search, Chris?\n\n\n\nChris Burress:\n\n\n\nVoice search is something that you will use. You'll use it\na lot and we're going to talk about it. That's my search. There's a lot of\npeople who contributed. Did all these people? This is a short article.\n\n\n\nMatt Bertram:\n\n\n\nWell there's not a lot to go on. There's not a lot of\npeople talking about voice search. Okay?\n\n\n\nChris Burress:\n\n\n\nI wonder why.\n\n\n\nMatt Bertram:\n\n\n\nI mean it's still in the early days of voice search, the\nbiggest data point, Chris, ComScore expects for it to account for up to 50% of\nglobal search by next year. That's a major shift in consumer behavior in only a\nfew short years. What do you think about that?\n\n\n\nChris Burress:\n\n\n\nI think we're going to talk about that here shortly and\nyou're already giving to, this is supposed to be a teaser. You're already\ngiving meat of the article away. We got to go back to, hey, if you, he's always\nbreaking something. If you have listened to this podcast before, we know you're\nback. Thank you. If this is the first time listening. Howdy. Welcome to the\npodcast. Again, if you've listened to before, make sure you shico us.\n\n\n\nMatt Bertram:\n\n\n\nYeah, you share like or follow us.\n\n\n\nChris Burress:\n\n\n\nBecause we don't get paid for doing this. We only get paid\nin your generous expression of how wonderful our podcast is.\n\n\n\nMatt Bertram:\n\n\n\nI am trying to change that. We're setting up a patron\naccount on bestseopodcast.com so if you want to buy us a cup of coffee or\nsomething like that-\n\n\n\nChris Burress:\n\n\n\nOr a Lamborghini.\n\n\n\nMatt Bertram:\n\n\n\nOr a Lamborghini. We're very open to Lamborghini's and\nTeslas. We only have one Tesla in the family in AWR family. So we need another\none.\n\n\n\nChris Burress:\n\n\n\nYeah, we do.\n\n\n\nMatt Bertram:\n\n\n\nMaybe the truck. No, I don't know. The truck's jacked up.\nBut I would still drive it.\n\n\n\nChris Burress:\n\n\n\nI believe that my kids designed it by taking one of their\nlittle blocks out of their play set and then putting wheels on it. [crosstalk\n00:08:48] .\n\n\n\nMatt Bertram:\n\n\n\nWell, I saw these memes, okay? And the memes of what\neverybody thought it was going to look like, is what I thought, it was awesome.\n\n\n\nChris Burress:\n\n\n\nIt was awesome. I would buy that.\n\n\n\nMatt Bertram:\n\n\n\nAnd then when it came out I was like, I wasn't sure if\nthey're coming out with that next or whatever, but I was like, that looks\nawesome.\n\n\n\nChris Burress:\n\n\n\nYeah, it doesn't look that awesome. That's for sure. We\nhave tee-shirts. Neither one of us are wearing one of our tee shirts today.\nThey're really cool. If you'd like a tee shirt, just go to ewebresults.com-\n\n\n\nMatt Bertram:\n\n\n\nWe're going to be designing some new tee shirts as well.\n\n\n\nChris Burress:\n\n\n\n\/swag.\n\n\n\nMatt Bertram:\n\n\n\nFor just the podcast.\n\n\n\nChris Burress:\n\n\n\nEwebresults.com\/swag [crosstalk 00:09:24]\n\n\n\nMatt Bertram:\n\n\n\nBut we're going to put those on the podcast, right? So\nwe're trying to break that apart. So putting stuff on just the podcast.\n\n\n\nChris Burress:\n\n\n\nSEO Podcast, yeah.\n\n\n\nMatt Bertram:\n\n\n\nYeah. And then eWebResults. Or ewrdigital.com.\n\n\n\nChris Burress:\n\n\n\nYeah.\n\n\n\nMatt Bertram:\n\n\n\nWhich, we bought the domain already.\n\n\n\nChris Burress:\n\n\n\nWe have. Good, well won't have control of that. Oh, well\nlet's get into this. We're going to change the format a little bit. Matt's\ngoing to lead the discussion this time.\n\n\n\nMatt Bertram:\n\n\n\nOkay.\n\n\n\nChris Burress:\n\n\n\nHe's breaking stuff, so I decided it's my turn to break\nsomething and go.\n\n\n\nMatt Bertram:\n\n\n\nGo, okay.\n\n\n\nChris Burress:\n\n\n\nAlthough that isn't breaking.\n\n\n\nMatt Bertram:\n\n\n\nI was like, all right. Well, I'm just going to summarize.\n\n\n\nChris Burress:\n\n\n\nOkay.\n\n\n\nMatt Bertram:\n\n\n\nAnd we can talk about it. I think that words are overused\ntoday and you know that 90% of communication is through body language and other\nthings. So we don't need to talk much, we're just going to mime. But seriously,\ndigital assistants are something that are really coming on the scene, right?\nThe Echo, Alexa, everybody's using them. There's also a buddy of mine that's\ngot a video production agency out in California that I've done some podcasts\nwith. Shout out, Randy. Basically, he's got multiple ones all through his office\nand he's trying to use it and ask questions to see what's going on.\n\n\n\nMatt Bertram:\n\n\n\nHe actually asks it every day, "What's the best video\nproduction agency?"\n\n\n\nChris Burress:\n\n\n\nIt's like mirror mirror on the wall.\n\n\n\nMatt Bertram:\n\n\n\nYeah, in Orange County. But really, I know that we can\ntake different sides at this, right? Because I know your opinion on voice and I\nhave a slightly different opinion and so I think it would be interesting to\ntalk about maybe a statement in the article and then get your viewpoint on it.\n\n\n\nChris Burress:\n\n\n\nYeah. Let's do that.\n\n\n\nMatt Bertram:\n\n\n\nSo, one of the big things it talks about in this article\nis position zero, which is the featured snippet right at the top. And I've\nseen-\n\n\n\nChris Burress:\n\n\n\nA coveted spot, for sure.\n\n\n\nMatt Bertram:\n\n\n\nI mean, I really have seen that when we can get people to\nrank in the featured snippet, the trust level goes through the roof. The\nconversion rate goes through the roof, so it's really, really powerful.\n\n\n\nChris Burress:\n\n\n\nAnd when you say convert, and it's not just the fact that\nthey click through to the website. That goes up.\n\n\n\nMatt Bertram:\n\n\n\nYes.\n\n\n\nChris Burress:\n\n\n\nIt's also that the customer is able to convert more\nbecause they've got the clout of being the featured snippet. So, it's really\nlike a vote, is Google's going, "Those guys are the bomb. You should use\nthem."\n\n\n\nMatt Bertram:\n\n\n\nAnd I'll tell you, I think that also the conversion rate\ngoes up because all the things that you did to get in the featured snippet,\nsupports the conversion, right?\n\n\n\nChris Burress:\n\n\n\nAlready helping. Your conversion was already climbing up\nanyway.\n\n\n\nMatt Bertram:\n\n\n\nYes, so it's not just, oh I got in the featured snippet,\nit's all the steps that you went through to get in the featured snippet, right?\nAnd so, how do you get in the featured snippet?\n\n\n\nChris Burress:\n\n\n\nYeah.\n\n\n\nMatt Bertram:\n\n\n\nSo this says, relevance through data. It talks about\nstructured data, it talks about prioritizing schema, maybe you can speak to\nsome of these things.\n\n\n\nChris Burress:\n\n\n\nWell, I think structured data is something that a lot of\npeople talk about, they know they need to do, and a lot of SEO companies never\nget around to actually implementing structured data. It's just a way to put a\nflag, if you think about, we all know placing well for a page is about a good\ndescription and I think there can be interesting debates about the value of the\ndescription.\n\n\n\nMatt Bertram:\n\n\n\nYeah.\n\n\n\nChris Burress:\n\n\n\nWe know it's got to have a good title. You want to have H1\ntags, you want to have your alt tags, and you want to have schema, right? And\nall of those things, when people are like, "Oh, you have to have a good H1\ntag and it's got to have relevant keywords in it." You're saying that\nbecause you know Google looks to understand what's on that page based on that\npiece of information.\n\n\n\nMatt Bertram:\n\n\n\nYep.\n\n\n\nChris Burress:\n\n\n\nGoogle does the same thing with schema, right?\n\n\n\nMatt Bertram:\n\n\n\nOh yeah.\n\n\n\nChris Burress:\n\n\n\nSo, schema is like, "Hey Google, let me make sure\nyou're not having to interpret anything on this page. Let me tell you exactly\nwhat this page is about, exactly what this section is about." It's really\nimportant and we don't very often see when customers come to us, having had\npurchased SEO services before. Have we ever seen one with schema?\n\n\n\nMatt Bertram:\n\n\n\nWell, yeah. Look, a lot of websites are coming to us, and\npeople I think, don't understand that web design, or development, is different\nthan SEO and a lot of web designers or developers don't think about SEO in\nmind. So they're not finishing the site to tell Google really what it's about.\n\n\n\nChris Burress:\n\n\n\nYeah.\n\n\n\nMatt Bertram:\n\n\n\nSo, categories and tags are not done. There might be some\ncustomization of the themes and parent\/child, but there's no custom posts.\n\n\n\nChris Burress:\n\n\n\nSome very fundamental best practices, like H1, if you're\nlucky really though, H1, description, title, they'll usually fill out those\ncomponents because they know they're going to get tagged if they don't do that.\n\n\n\nMatt Bertram:\n\n\n\nWell, we have a client right now that spent about $35,000\non a website.\n\n\n\nChris Burress:\n\n\n\nRight.\n\n\n\nMatt Bertram:\n\n\n\nOkay? It won all kinds of design awards.\n\n\n\nChris Burress:\n\n\n\nIt's beautiful.\n\n\n\nMatt Bertram:\n\n\n\nIt's beautiful. It's not functional at all, and there is\nno SEO done on it and it was built in such a way that we actually couldn't\nrestructure it, okay?\n\n\n\nChris Burress:\n\n\n\nYeah.\n\n\n\nMatt Bertram:\n\n\n\nAnd it was big images, there was no text.\n\n\n\nChris Burress:\n\n\n\nIt was really about a flow, right? Like a customer journey\nflow, which is a great concept-\n\n\n\nMatt Bertram:\n\n\n\nThrough pictures. It was a storybook basically, is what it\nwas.\n\n\n\nChris Burress:\n\n\n\nI think they should probably save that and use it for\nconferences.\n\n\n\nMatt Bertram:\n\n\n\nYeah.\n\n\n\nChris Burress:\n\n\n\nBecause somebody could walk up and go through the\n\n\n\n\n[crosstalk 00:15:07]\n\n\n\n.\n\n\n\n\n\nMatt Bertram:\n\n\n\nThat's true. But it didn't check any of the boxes for SEO.\nWe've had to rebuild the site from a functionality stand point and then from an\nSEO standpoint. You've got to fill out that stuff on the back end. Google\ntrusts what it knows to be true, so even on an image, if you geo tag it in your\nlocation, Google knows that is definitely from that GPS coordinate, so I can\ntrust this coordinate more than somebody else that says that there.\n\n\n\nChris Burress:\n\n\n\nSays that there was [crosstalk 00:15:40].\n\n\n\nMatt Bertram:\n\n\n\nSo there's a lot of things that go into it. A lot of people\naren't utilizing this. There's some structure data tools. Really, as you're\ngetting into events, right? So, there's all kinds of ways to use this. There's\na structure data tool out there that's pretty easy that helps categorize\ninformation. Google just really, really loves that, and that's what-\n\n\n\nChris Burress:\n\n\n\nWe're making it easier for them.\n\n\n\nMatt Bertram:\n\n\n\nWell yeah, and that's what voice search is doing. It's\ngrabbing that structured data, and what I have seen playing around with these\ntools, which we probably need to get them in the office and NSA probably is\nalready watching us, so it's okay. I have to fingerprint to get into my\ncomputer now. They got my information right? So whatever. I mean, even our\nemails are through business, so Google has everything.\n\n\n\nChris Burress:\n\n\n\nYeah.\n\n\n\nMatt Bertram:\n\n\n\nInteresting fact, do you know what Gmail and Chrome was\ncreated?\n\n\n\nChris Burress:\n\n\n\nProbably internally.\n\n\n\nMatt Bertram:\n\n\n\nSo, this is what I read. I'm not saying it's absolutely\ntrue that I have all kinds of interesting trivial facts.\n\n\n\nChris Burress:\n\n\n\nI believe it already.\n\n\n\nMatt Bertram:\n\n\n\nThis is also from books that I've been listening to-\n\n\n\nChris Burress:\n\n\n\nSo that Google could get the attention in those situations\nand have control of data.\n\n\n\nMatt Bertram:\n\n\n\nI mean, I think control of data is absolutely one of them.\nBut, I think it came out right around the time when Facebook came out and Gmail\nand all that, and basically people were spending a lot more time on the\nFacebook page and they were collecting a lot more data. And if you think about\na search engine, you're only on it for a couple minutes, couple seconds,\nwhatever and you jump off it.\n\n\n\nMatt Bertram:\n\n\n\nSo, the browser was a way to capture all the behavior\ninteractions, right? And then email was just all these add on services where it\ncan collect more data but think about it. You're always logged into the Chrome\nbrowser. It wants you to be. So now it can collect behavior data on all these\ndifferent sites and what you're doing and how you're interacting and all that\nsocial network. And that's really why they created it for data collection\nbecause another big interesting data point-\n\n\n\nChris Burress:\n\n\n\nOr you could go with the altruistic view which is, they\njust wanted to provide the best caliber of service to people.\n\n\n\nMatt Bertram:\n\n\n\nThat's true. One of their mottos was due no evil or\nsomething like that?\n\n\n\nChris Burress:\n\n\n\nRight.\n\n\n\nMatt Bertram:\n\n\n\nYou know they took that away.\n\n\n\nChris Burress:\n\n\n\nThat's gone.\n\n\n\nMatt Bertram:\n\n\n\nSo, who knows.\n\n\n\nChris Burress:\n\n\n\nApparently Google does.\n\n\n\nMatt Bertram:\n\n\n\nGoogle does know. Google China. No, just kidding. I was\ngoing to say something else and you totally threw me off.\n\n\n\nChris Burress:\n\n\n\nOh, I'm sorry. I apologize.\n\n\n\nMatt Bertram:\n\n\n\nLet's see what's here. So the next section here-\n\n\n\nChris Burress:\n\n\n\nSo just, schema, make sure you do it, right?\n\n\n\nMatt Bertram:\n\n\n\nJust do it. Schema.\n\n\n\nChris Burress:\n\n\n\nIf you want any chance of getting into position zero, do\nyour schema markup. That's important.\n\n\n\nMatt Bertram:\n\n\n\nThere are definitely strategies to get you there. Some of\nthese are a little more advanced. A lot of people just-\n\n\n\nChris Burress:\n\n\n\nOne of the things that I'm going to say, so here's the\narticle, Optimizing For Position Zero: The Future of Voice Search, it's in\nSearch Engine Watch, which is usually, usually you're going to find SEO people\nin there, marketing people, et cetera. And really more on the SEO side of\nthings and my question always is, when you're doing voice search, what kind of\nsearches are you doing and how valuable is that for the potential provider of\nthe result?\n\n\n\nChris Burress:\n\n\n\nSo for instance, what's your typical voice search?\n\n\n\nMatt Bertram:\n\n\n\nSo, weather, directions, really non-business intent\nsearches.\n\n\n\nChris Burress:\n\n\n\nRight. Maybe a restaurant would be relevant.\n\n\n\nMatt Bertram:\n\n\n\nYeah, what does Yelp say or whatever, right?\n\n\n\nChris Burress:\n\n\n\nCan you ask that? [inaudible 00:19:36] maybe I'm going to\nlearn something.\n\n\n\nMatt Bertram:\n\n\n\nWell, yeah it will pull up Yelp if you ask it to.\n\n\n\nChris Burress:\n\n\n\nWell, you pull it up but-\n\n\n\nMatt Bertram:\n\n\n\nBut then you've got to get on the screen.\n\n\n\nChris Burress:\n\n\n\nWhat does Yelp say about McDonald's on fifth street? I\nwonder if you could do that.\n\n\n\nMatt Bertram:\n\n\n\nI feel like Siri, who, we're really close, she doesn't get\na lot of stuff that I say still.\n\n\n\nChris Burress:\n\n\n\nLike many relationships in your life. You may be very\nclose and may not understand everything about each other.\n\n\n\nMatt Bertram:\n\n\n\nExactly. So what I want to know is your opinion because\nyou have a very strong opinion on voice search and a lot of times in past\npodcasts, you're like, "It doesn't matter. Next."\n\n\n\nChris Burress:\n\n\n\nThat's what I'm getting to. If all your searches are,\nokay, one of the examples is, "How far is Dallas from Houston?" The\nprovider of that information is not really going to get any value, right?\n\n\n\nMatt Bertram:\n\n\n\nYeah.\n\n\n\nChris Burress:\n\n\n\nWe're not going to run out and optimize for that phrase\neven if it was easy and even if it had a ton of searches, right? Because it's\njust not going to add any value to us as a business. The next is, "Looking\nfor restaurants", and the point about this one, so voice search I believe,\nlooking for restaurants, yeah, we always talk about step one, make sure your\nGoogle My Business listing is right. And if you're in the restaurant business,\nyou've got to be on Yelp.\n\n\n\nChris Burress:\n\n\n\nBut, that's not a position zero search, because you're\nnever going to go, "Siri, what is the best restaurant in Houston?"\nSiri is not going to tell you, "Oh it's McDonald's on first street",\nright?\n\n\n\nMatt Bertram:\n\n\n\nWell, if you optimize for best, it's just like the phone\ncompany. Remember that phone company and they're like, "Hey what collect\nservice do you want to use?" And you're like, "Whatever." And\nthen someone owns that and then they bill for it. So, near me, best, and when\nyou ask these different assistants information, usually what they're doing\nright now, is it's not one, they give you a list.\n\n\n\nChris Burress:\n\n\n\nRight, so that goes to position zero. How valuable is\nposition zero to any one business? If you could be a restaurant and you could\nget to position zero, it doesn't exist for most of the things that you want.\nThat's the reality. Now, Adam at one point sent us an audio clip of what's the\nbest marketing agency in Houston, and of course it was [crosstalk 00:21:52].\n\n\n\nMatt Bertram:\n\n\n\nAnd we were on a list. Boom.\n\n\n\nChris Burress:\n\n\n\nYeah. We were it.\n\n\n\nMatt Bertram:\n\n\n\nI thought we were first and there was other ones.\n\n\n\nChris Burress:\n\n\n\nGoogle knows everything about Adam, so it probably was\ntailored to Adam.\n\n\n\nMatt Bertram:\n\n\n\nTailored to him, he's probably logged in, yeah.\n\n\n\nChris Burress:\n\n\n\nRight. So that's probably-\n\n\n\nMatt Bertram:\n\n\n\nMirror mirror on the wall.\n\n\n\nChris Burress:\n\n\n\nExactly. So, just position zero for me, feels like not a\ngreat discussion. Now, if you want to talk, there is probably some situation\nwhere it is adding value, where you might say, "What is the best feature\nin a wireless microphone?" Or something. And on a cell phone that's, still\nthe value to the business, if you're Rode, that's one of the microphones that\nwe use, is that you get them to open the screen. It's not that oh the best one,\nI mean if you can get them to say, oh the best one is Rode.\n\n\n\nMatt Bertram:\n\n\n\nBut they're not going to make any buying decisions on\nvoice. They're always going to transition to the screen.\n\n\n\nChris Burress:\n\n\n\nSo, what do I need to look for in a microphone, should\nRode have an article there? Absolutely, 100%. Does that really affect voice and\nzero and especially position zero? It just doesn't matter that much to be in\nposition zero for most of the searches. Because usually if it's of value, it's\ngoing to be a list or it's information, it's not a purchasing decision. It's\nintent, right? What's the search intent at that moment?\n\n\n\nMatt Bertram:\n\n\n\nYeah. I think in summary what I would say, is all the\nthings and best practices that you need to do to get in position zero, makes\ngood SEO.\n\n\n\nChris Burress:\n\n\n\nOh, yeah. I will not argue with that.\n\n\n\nMatt Bertram:\n\n\n\nSo, if you're trying to optimize to get into position\nzero, you've laid the foundation. You're moving into intermediate and advanced\nSEO tactics to better help Google understand what you're offering and why your\ncontent is absolutely the best.\n\n\n\nChris Burress:\n\n\n\nSo, what you're saying is, in lieu of there being a\nposition zero, attempting to get to position zero should push you in position\none. And that's of value.\n\n\n\nMatt Bertram:\n\n\n\nYes. And I think coupled with that, is the understanding\nthat virtual reality or augmented reality, voice search, all these things are\ncoming and in your business, you can't stay stagnant. And that's why I see most\nbusinesses, the ebb and flow of businesses grow or fall, is they don't continue\nto change with the times. So it's really, really important to understand at\nleast what's happening in the marketplace and understand how it's going to\nimpact you and threat assess, is this an opportunity? Like SWAT analysis, is\nthis something that's going to help me? Is this something that I can take\nadvantage of me? Or hurt me? Or how is that going to happen?\n\n\n\nChris Burress:\n\n\n\nKeep looking at it, right?\n\n\n\nMatt Bertram:\n\n\n\nRight, so keep looking at it. But at lot of people create\nbusinesses with the best practices of whatever when they start is the most\ncutting edge thing that they know, and then they stop in time and don't stay\nrelevant. I think that that's one of the biggest things that people are going\nto miss. Most people are still not using internet marketing. A lot of small\nbusiness owners, and this gap is just starting to widen, people are starting to\nreally get it. You have to do it.\n\n\n\nChris Burress:\n\n\n\nIf you want to grow your business it's not an option.\n\n\n\nMatt Bertram:\n\n\n\nWith the largest-\n\n\n\nChris Burress:\n\n\n\nSimplest marketing tool on the planet.\n\n\n\nMatt Bertram:\n\n\n\nThe internet.\n\n\n\nChris Burress:\n\n\n\nCall eWebResults for increased revenue in your business.\nOur phone number is 713-592-6724. That was the best transition to the close.\n\n\n\nMatt Bertram:\n\n\n\nWasn't that good, right?\n\n\n\nChris Burress:\n\n\n\nIf you liked this podcast, we're going to ask you to do\nthree simple things. They're really simple. Shico us. Which is-\n\n\n\nMatt Bertram:\n\n\n\nShare, like, and follow.\n\n\n\nChris Burress:\n\n\n\nWhy don't you just share it with three of your friends.\nThat's how we get paid. We really appreciate you.\n\n\n\nMatt Bertram:\n\n\n\nOne of the things that I would like to add is, we do get a\nlot of referrals and we actually give a lot of referrals because there's things\nthings that we're good at, and there's things that other people are better at,\nand we want to connect you with the right type of people. So, if you're\nthinking about, or you have a client, give us a call. We are open to white\nlabeling. We are open to partnerships. And that's what-\n\n\n\nChris Burress:\n\n\n\nLet's deliver a great solution for your client.\n\n\n\nMatt Bertram:\n\n\n\nLet's deliver a great solution, whether it's white label,\nwhether it's partnership, or whether we put you in touch with the people that\nwe believe might be the best fit for you, but let's have a conversation and see\nif we can work together. And that's really what I'm seeing. I've got a lot of\npeople reaching out to us because they want us to do the SEO strategy piece,\nright?\n\n\n\nChris Burress:\n\n\n\nWell you said you were at that digital agency conference\nand almost nobody does search. So, there's got to be a lot of digital agencies\nout there that know they need to up their search game. Let us up your search\ngame.\n\n\n\nMatt Bertram:\n\n\n\nLet us help you. Let's talk about it. We might be able to\nhelp you find a strategy. We are putting together a coaching program, mid-next\nyear, where we're going to basically certify agencies that we refer to. We have\na great Shopify partner. We also are very good at Shopify, but we have a\nreally, really great Shopify partner. It's about 700 Shopify sites.\n\n\n\nChris Burress:\n\n\n\nWix partner.\n\n\n\nMatt Bertram:\n\n\n\nA Wix partner. We have a Square Space partner. Really,\nwe're a word press development shop and if you're looking to do word press or\neven attach ecommerce to that, we are your huckleberries.\n\n\n\nChris Burress:\n\n\n\nYeah. We are the location.\n\n\n\nMatt Bertram:\n\n\n\nSEO[crosstalk 00:27:42].\n\n\n\nChris Burress:\n\n\n\nI do want to share this. Remember, we are involved in a\nGuinness World Record attempt.\n\n\n\nMatt Bertram:\n\n\n\nYes.\n\n\n\nChris Burress:\n\n\n\nIt's exciting.\n\n\n\nMatt Bertram:\n\n\n\nWe will hit it.\n\n\n\nChris Burress:\n\n\n\nI've done it before. We will get the world record. This is\ngoing to be exciting. It's happening in, I don't remember-\n\n\n\nMatt Bertram:\n\n\n\nJanuary.\n\n\n\nChris Burress:\n\n\n\nIn January. I don't remember the specific dates. So if\nyou're interested in joining this, and I'm about to describe it, there are\nspeaking opportunities in a Guinness World Record breaking attempt. And here is\nwhat the record is. It's the most motivational speeches in the most number of\ncities in a 24 hour period.\n\n\n\nMatt Bertram:\n\n\n\nYep.\n\n\n\nChris Burress:\n\n\n\nSo if you're interested in having your business associated\nwith a Guinness World Record, it's cool, we've done it before, it was really\ngood for us, go ahead and reach out to us. Make contact with us. We'll make\nsure to get you in contact with my people. Matt's speaking, I'm speaking, this\nis going to be pretty awesome. And you could win $10,000.\n\n\n\nMatt Bertram:\n\n\n\nYeah, that's a reason in itself to join.\n\n\n\nChris Burress:\n\n\n\nYou can win $10,000 just for going. So, we're going to\nhave tickets available. This is going to be, knock your socks off, it's almost\nthe third city in the country and we are going to saturate the fourth largest\ncity in the country.\n\n\n\nMatt Bertram:\n\n\n\nYeah, this is going to be awesome.\n\n\n\nChris Burress:\n\n\n\nIt's going to be very cool. We've covered that, we've\ncovered that. Look, it's actually, that's an old note and it's come back again.\nNetworking in Houston Guinness, right?\n\n\n\nMatt Bertram:\n\n\n\nNice.\n\n\n\nChris Burress:\n\n\n\nWe were filmed live at, I almost said that wrong, 13105\nNorth West Freeway, Houston TX, 77040. Suite 515.\n\n\n\nMatt Bertram:\n\n\n\nYeah.\n\n\n\nChris Burress:\n\n\n\nYeah, I got it all right. We are one of the most popular\ninternet marketing podcasts, the most popular SEO podcast because of you guys.\nWe want to thank you so much. We're going into the holiday season. So it might\nbe touch and go if we're going to do one more podcast. We would be [inaudible\n00:29:48] if we didn't wish you a Merry Christmas, Happy Holidays, all of the\ncelebrations, enjoy your family, enjoy the cold if you like it and you're up\nnorth. Here in Houston, pray for the cold so you can use your jacket. Your one\njacket you never get to use. Until the next podcast, my name's Chris Burress.\n\n\n\nMatt Bertram:\n\n\n\nMy name's Matt Bertram.\n\n\n\nChris Burress:\n\n\n\nBye bye for now.