As CEO of SEO Bites, Wayne Bucklar talks about what they do to help businesses be seen on the front page of Google’s search results – that is to create original content through video interviews and repurposing it into different artifacts.
Henry Acosta: Hello it’s Henry, today we have Owner and CEO of SEO Bites. Today we are here to talk about what SEO Bites is about and what they do. Hi Wayne, pleasure to have you in the program.
Wayne Bucklar: It’s a pleasure to be with you.
Henry: First question I have is what exactly does SEO Bites do?
Wayne: SEO Bites is a product that we’ve created out of our mainstream radio business. We generally spend most of our time doing internet radio but courtesy of the changes that occurred recently with Google, they changed the algorithm they used to rank pages. For those of you who are technically inclined, the algorithm updates were called Penguin and Panda and as well as using over 200 signals that they determine the ranking of the page with, they introduce the concept of the main authority. Now the main authority has to do with not a computer domain but the domain of your business as a customer so they said “The person you want to put at the top of page is the person who is the domain authority in that local area and this has to do with the number of people who are doing mobile phone searches and also the number of people who look on the second page of Google for results.” Now the statistics are a little bit interesting, 75% of searches are now being done on mobile devices and over 85% of people never look at the second page of results. So when you look at the layout of the Google page now there are not many results on the front page. On a mobile devices only 4 and on a normal computer screen has only 7. So you really want to be on that front page and so what we do is help people comply with one of the 2 hundred requirements that Google has but it’s a big one. We help them create original content, frequently published original content is Google’s advice and we help them doing that by a Q & A process over a video interview and then we convert that into a whole lot of repurposed content.
Henry: What are the benefits of making original content for your website?
Wayne: The way in which Google evaluates your webpage has to do with whether Google considers you to be a publisher of original content. So if you’re scraping content off other people’s websites or if you’re having someone write the content for you remotely and they’re scraping even a suggestion of content off other people’s web pages, Google will smack your page ranking and it will go down the page. In order for you to go up the page you must frequently publish original content and we do that by interviewing the owner of the business or a senior manager of the business and asking them questions and so the content of that is absolutely original.
Henry: As a business owner, I know time is short for everyone, how much time will it take off my schedule if I do the videos with you?
Wayne: One of the things we do is save a lot of time for people. We do an interview with them it takes about 20 minutes. From that we get a 7 minute video and three 60 second videos and they go on YouTube but we also convert that content into a whole lot of other artifacts for publication on different authoritative websites. So we do a transcript, we do a podcast, we put them on a radio station, we create from that a slide deck to go on SlideShare, we create headlines and introductory paragraphs to go on LinkedIn, Twitter, Pinterest and Facebook. So all of those we consider it to be the ‘spokes,’ the repurposed content that go around the ‘hub’ which is the original 7 minute video.
Henry: So how long will it take for a website to get on the first page of Google?
Wayne: Google considers the content that it sees being published and to some extent, remember Google is just a robot, you’re trying to train with Google robot to look at your website frequently and to find new content every time it does. So if one happen with just one video, it probably needs at least 3 out of the minimum to set a pattern for the Google robot. It also is a timing issue, you can do them everyday if you want to. You can’t do more than 1 hit, Google will then consider it 1 post. From our experience it’s somewhere between 21 and 28 days seems to be ideal, that’s the least amount of work involved to still be seen as a frequent publisher.
Henry: How much time do you think it will take for a video to finish production?
Wayne: We have a whole team here divided to converting that original interview into the finished data artifacts. So generally about 3 working days, we promise 5 working days and at the end of that it should be available, approved and ready to go on the social media of the client.
Henry: How do you go about with posting of the original content for the client?
Wayne: So a couple of options for the clients, sometimes the clients don’t have the social media accounts, YouTube channels and SoundCloud accounts and so on and so forth. So the options are they can create them or we can create them for them. If they’ve got all those accounts the issue is still about passwords and security on those passwords, so at one end of the spectrum some customers just give us the passwords and we post all of the content on their social media or accounts for them. We do that from our Australian office so that the content is published in the Australian location. At the other end of the spectrum some customers don’t want us to have their passwords at all and we send them the artifacts and they publish them on their own social media or accounts in their own time, in that case we never see the passwords. Some sit in the middle where they give us a set of passwords and then change them 80 hours later, it depends on the customer. For our point of view, we would prefer just have the passwords and publish the content because we know it happens and it’s done and for us our motivation of course because we charge for it as a service our motivation is to get it done and get paid for it. Sometimes it becomes one of those jobs in the customer’s office that never quite gets around happening.
Henry: What are the usual misconceptions you get about SEO Bites?
Wayne: The biggest misconception we face is that we’re an SEO company (search engine optimization). There are over 200 signals involved in search engine optimization and we’re neither experts in all of them nor do we offer this as a service. We’re content creators, we just make content as easily and as pain-free for our customers as we can. So the biggest misconception that haunts us is that we’re competing for SEO and we’re not. In fact a lot of times we’re referred to customers by their SEO provider because we have a low cost production method. We can create content very cost effectively.
Henry: What is the mission and vision of SEO Bites?
Wayne: Our company’s vision is about the media transformation that’s occurring right now. I’ve been involved in IT since ‘84 and over that whole period of time I’ve been involved in information economics, how the world will function economically in light of the internet. And 15 years ago we’re predicting the death of newspapers and true enough newspapers are now in strife. Now we’re predicting the death of broadcast radio and television and I think most commentators would agree certainly the broadcast television networks are in strife from providers like Stan and Netflix who are able to stream news internet protocol, stream video content into the homes of viewers and if you want evidence of that talk to the people around the watercooler. Check out who’s watching Netflix and you’ll find that this is mass migration of people away from broadcast television to something much more flexible that they’re able to control via IP, still on their TVs. The same thing’s happening in radio, Apple Radio, Pandora, iHarp Radio – these are big internet provider services where the radio content is streamed over the internet. Now that’s what we do, we create content, we currently do mostly radio, we’re moving to do some video and television as well but the next big change so I think is going to happen is it going to be about content? We’ve been through a television era of lots of low cost reality shows and that’s starting to die away now and we’re seeing demand for much more expensive, dramatic shows, Game of Thrones is one of the outstanding examples, House of Cards would be another one, very popular television shows but produced for streaming. We’re also seeing a similar change in radio, basically the local, the idea of local content for radio, television and newspapers is pretty much dead, there’s not much interest in local content while any of the media outlets at present and are predicting the emergence of local services particularly over radio servicing our local demand for information delivered by the internet.
Henry: Okay, our last and final question is what’s your final message to anyone interested in SEO Bites?
Wayne: SEO Bites is a low cost way to promote the Google ranking of your page. I know making videos is daunting for a lot of people, I myself have a great face for radio but you’re not making the video for thousands of people to see – you’re making the video for Google to see. Being able to talk about your own business easily is something that any business owner can do, no need for scripts, no need for rehearsals, no need for make-up, cameras all the rest of it, it’s a low cost webcam interview that creates a raft of social media presence, that’s worth doing in it’s own right.