In Digital Marketing, there are many factors that you must take into consideration to yield positive results. Just like Traditional Marketing, you need to identify who your customers are and how you can reach them to make your strategies effective. This episode shows how important Digital Marketing is to improve Google page rank and increase your brand awareness and sales.
Patrick Reyes: Hello and welcome to the program, my name is Patrick Reyes and on today’s show we are joined again by Wayne Bucklar the CEO of SEO Bites. Welcome to the show Wayne.
Wayne Bucklar: It’s a pleasure Patrick.
Patrick: So Wayne can you give us a little insight on what ‘Digital Marketing’ is?
Wayne: Digital Marketing has become I guess the current word for marketing, much like we used to talk about e-tickets and now we just talk about tickets. Marketing and digital marketing have become much more closely mashed together than they ever were. Marketing is simply making potential customers aware of your brand or products and digital marketing is using digital media like Facebook, LinkedIn, Twitter, webpages to make your customers aware of your brands and products.
Patrick: Now when it comes to SEO, why is Google the main focus? I know there is plenty of other search engines.
Wayne: When Google came along 15 years, 16 years ago it did one thing miraculously better than every other search engines. When you search for something the results it gave you will what you are looking for. Now kind of sounds a bit weird these days to go “Oh how could you get search results that are not what you’re looking for?” but 15 years ago often you will have to go through the search results in great detail to look for what actually matched what you thought you were searching for. Google used a variety of techniques to give better search results without having the statistics to hand something like ⅔ of the searches done are done on either Bing or Google and all those more than ⅔ of them are done on Google and the other bit less than a third is done on Bing and then all the other search engines make up the last little bit. Now if you go and look up for statistics in the current search results should find everyone else are little bit being a reasonable slice, Google by far the greatest majority. And that’s why everyone does SEO to meet Google’s requirements because that’s where most of the people looking for your products and services are going to be looking.
Patrick: Alright, so let’s use this as an example say my company deals with landscaping, what type of questions would you ask me in say an interview?
Wayne: The first thing we have to decide before we can do a video together is what is the phrase that people will likely to type into Google if they want to find you. So ‘landscaping’ obviously is a keyword, we need to think about what sort of landscaping, what sort of questions if you think about your perfect customer, what sort of a perfect customer going to ask for to find you? And maybe the perfect customer is someone who wants landscaping for new houses, landscaping for rural properties, landscaping for apartments, landscaping for corporates, landscaping for urban environments. I’m not a landscaper, you have to think about what are words that your ideal customer would type into Google if you wanted them to find you and then they’re the words, that’s the phrase that forms the questions that would be the basis of the interview. So typically it will start with ‘Who are you?’, ‘What do you do?’ and ‘Where do you do it?’ The second question depends on what your answer to the first, we want a 7 minute video and if you’re happy to deliver a 7 minute monologue, I’m going to sit here and smile. But most people can’t deliver a 7 minute monologue, most people reach a point where they’ve got to stop and think about what to say next and then I will say something like ‘You mentioned paving stones. Is paving a major part of what you do?’ and then you’ll talk about either why you do or why you don’t use paving stones and at the end of that when you stop and think again I’ll go unto deciduous plants. Are deciduous plants a critical part of your planning?’ I don’t know what I’ll ask, I don’t know what you’ll say but if we don’t like it we can always do it again, it’s only video. If we do like it then we’re on our way, we’re looking for 7 minutes that explains to your potential customers what it is you do in a way that uses the words that your potential customers would type into Google.
Patrick: Can I stop and start SEO Bites’ services as I go?
Wayne: Yes you can. Look, we don’t want customers who are locked in and hating it and we don’t want customers who are getting a result that they don’t like. We’re sensitive about what people say about us in social media as anyone else is, so we’d rather you have a positive experience and to help that happen here are the two rules, if you don’t like it don’t use it and don’t pay for it. If you don’t like it don’t use it and don’t pay for it. And secondly there is no lock in, we recommend you do this monthly, we’re happy to it as often or as rarely as you like. However if you don’t do it reasonably often you won’t get the optimum benefits that’s available from publishing original content frequently.
Patrick: Does my website need to be mobile friendly?
Wayne: Look, absolutely. Absolutely, your website must, must be mobile friendly and if it’s not talk to your web developer, get it fixed. And the reason it must be mobile friendly is about 75% of searches are now done from mobile devices and if you’re missing out on those 75% of searches because you’re not ranking as highly as you should because Google assesses the mobile friendliness of your website and will not put you forward in search results if your website is not able to be seen on a small screen, has buttons you can control with the fingers, so on and so forth. Now we’re not web developers and we’re not SEO experts, what we do is create content. We’re a media company but we absolutely know from the work we do you must make your website not just friendly but meet the requirements of the search engines for mobile websites.
Patrick: And does a website’s loading time affect how Google ranks it? And why does it do that?
Wayne: Google uses over 200 signals to rank its pages. They choose whatever signals they like and one of the ones they’ve chosen is ‘Speed to load’. My guess is because Google they don’t often ring me up and ask me my opinion so it’s only a guess. My guess is that they want their searchers to have the best possible result and that is to say a webpage that loads fast, slow loading pages are frustrating. So they give you more page ranking, more browny points if your website loads rapidly and so you need to create a balance, a trade-off between high resolution rich content and loading rapidly. ‘Above the fold’ is a lift from a newspaper term meaning when you pick up a newspaper you only read it above the fold and then you open it up and read below the fold. On a website you only read the first rank full of data first and below the fold is the second screen fold so you can afford to have things that takes some time to load below the fold, the customer cannot see them doesn’t feel any pain, above the fold loading time is critically important.
Patrick: Is it still a good idea to host a video on a website if it prolongs the page’s loading time?
Wayne: Look, it’s always a balance between optimum page loading time and optimum content. I prefer on my websites to host the video on YouTube and to have it embedded in my site because Google owns YouTube and they’re nice to you on that circumstance.
Patrick: What can I do on my part to increase the loading time of my website?
Wayne: You really need to talk to your website developer or to your SEO firm about this. My advice is a little casual in this regard. The time it takes for your webpage to load will depend on the complexity of the content, the amount of code you have in there, where it’s gonna get content from in terms of data bases, how rich the content is in terms of resolution and file sizes. So there’s a number of things to put together. You can do a speedtest on Google and they will advise you on how to fix all of the problems. Google it you’ll find it’s good advice.
Patrick: Alright thank you once again Wayne for answering my questions today. It was a pleasure talking to you.
Wayne: It’s my pleasure.