Prior to Google’s most recent algorithm change, Hummingbird, if you had good content on your website and you have and appropriate number of backlinks from high ranking sites, your content will remain high. However, Google now wants updated content and gives more scores to websites that frequently publish original content.
Patrick Reyes: Welcome to the program. My name is Patrick Reyes and on today’s show we have the CEO of SEO Bites, Wayne Bucklar. Welcome to the program again Wayne.
Wayne Bucklar: It’s a pleasure to be with you.
Patrick: So which search engines receive the majority of searches?
Wayne: Look number one in the world is Google, number two would you believe is YouTube after that comes Bing and from there there’s everyone else.
Patrick: What is a search algorithm and why does it matter?
Wayne: An algorithm is just a mathematical formula and a search algorithm is a mathematical formula that’s used by the search engine to determine who will come at the top of the list. The purpose of a search engine is not to promote your company, the purpose of the search engine is to give the person doing the search the best possible result, the closest match to what they’re looking for. So the search engine companies put a lot of effort into their algorithms to make sure that what they put at the top of the first page is exactly what the searcher is looking for.
Patrick: How often do search engines update their algorithms or search equation?
Wayne: Look it’s up to the search engine, they don’t have a schedule, they don’t announce it but in the last 12 or 18 months there’s been three from Google: Panda, Penguin and Hummingbird, just how often they do it is up to them but they’re only the big algorithm changes that they’ve publicly announced, they are tweaking their algorithm constantly. There’s over 200 input signals to the Google algorithm and they are constantly being just tweaked a little bit to get the best possible result for searchers conducting a search.
Patrick: So say I already have a good ranking on Google, should I continue or should I just stop right there?
Wayne: Prior to Google’s most recent algorithm change, Hummingbird, if you had good content on your website and you have an appropriate number of backlinks that is links from other people’s websites to your website and if those other websites were of high rank then you didn’t have to update your content. Your content will remain high unless someone else published a competing website that gave a better result. However Google’s no longer content to return as it’s first result, just the website that has sound, content on it – it wants better than that. It wants updated content so they reward pages that frequently publish original content. Now, you can argue that that’s not fair or it’s right or morally wrong or whatever else you want to argue but Google is a privately held company and it will do what it likes what it said is if you frequently publish original content it will value your page more highly.
Patrick: How do Google and other search engines see my website?
Wayne: Almost all of the search engines now do something called ‘Spidering’ so they create a little robot, a little bit of software and they say to it ‘Go look for this word’. Anything you like, go out find the first web page and then follow all the links like a spiderweb, follow all the links on that first site and when you get into the next site follow all the links on that and then follow all the links on that and then follow all the links on that’ so the Googlebot it’s called – the Google robot – is more or less constantly searching multiple thousands of websites around the internet everyday. It’s smart enough to know that it has been no changes to your website for sometime it will not come to your website to look for changes as frequently, it’s also knows that if you frequently publish new content it should come back frequently looking for that content, it’s called ‘training the Googlebot’.
Patrick: What’s the difference between organic versus say paid results?
Wayne: When you do a search in Google you’ll notice on the page some paid content called ‘Sponsored’ and it used to be quite an obvious marking in a different color to the background, the marking is now a little closer to the link color, a little purple color but at the top of every age there will be four paid results. Then they will be some results that are not paid for, now the ones that are paid where people who have bought Adwords and your searchers trigger that adwords query and so you see the company that paid for the adword, below that comes the organic results that is the ones that the search engines algorithm think should be at the top of the page and then there the bottom again there are some more paid Adwords results. On a mobile phone this is quite traumatic, there’s only four organic results in the middle of the page, on a big screen there’s generally 7 organic results. Now why this is so important is that 85% of users never look at page 2, so you’re on the page one or you’re nowhere and the two ways you get on page one are either by adwords say you’re in the paid results or be in the first 5 or 6 organic results.
Patrick: Does good content usually mean a higher ranking in Google?
Wayne: Look, content is king without a doubt the answer to all these questions ought to be prefaced with ‘Content is King.’ You must have good content, it must be original content, it must be fresh content, it must be published frequently. Having said that, it must also comply with the other 200 signals so it needs to be fast, it needs to be coded so it’s available, needs to be searchable by the Googlebot and so on and so forth. So if you’ve got a reasonable website it will comply with a whole lot of those Google requirements, if then it contains good content that’s original and freshly published then yes you’ll be right up near the top of the organic results.
Patrick: Does Google hate SEO or any other type of SEO?
Wayne: Google gives extensive advice to webmasters on what they should do to optimize their page for Google to find it and return a valid result. It’s a little bit like tax avoidance and tax evasion, there is a line and an SEO when you cross that line it’s called ‘Blackhat SEO’ it’s doing things not to help Google find and evaluate your website but fool Google into evaluating your website falsely. Now Google will punish you, it will rank your page very poorly and it will do things generally referred to as ‘Sandboxing’ where it puts your page in the sand pit and just ignores it for months and months. If you get your domain blacklisted the general consensus of advice is start with a new domain. You’ll be back up and listed more quickly than if you’re trying to rehabilitate an old one that’s been blacklisted. The sort of things that will get you blacklisted are breaking the SEO rules, so buying links from link farms, scraping contents from other people’s websites – doing those things which Google advises you not to do because if they figure it out they will spank you.
Patrick: Now why should I have my services for SEO outsourced instead of say having a family member do it?
Wayne: There is absolutely no reason why you can’t produce your own videos or have your family do them for you. There’s nothing secretive in what we do, we just follow Google’s advice, we film original content from the authoritative owner of the website who knows what they’re talking about. We don’t get to read someone else’s script, we don’t get them follow someone else’s instructions, we just talk to them about their business and we try and capture the passion and the love they have for what they do and then we take that content and we repurpose it into formats for other authoritative websites. That’s all absolutely within the rules of doing the right thing as far as Google is concerned. If you’ve got the skills in the family or amongst your staff and you’ve got the time, then by all means do it yourself in fact on our website we’ll tell you what we do with all our content and how we do it and where we put it, there is no secret for that. The only reason our packages cost $770 and not two or three thousand dollars is because most of our staff work in the Philippines which is a low cost economy and we’re able to produce it very economically. That’s because we’re a media company and the main production facility for our media company is in the Philippines.
Patrick: Can SEO Bites’ services guarantee results?
Wayne: The guarantee that SEO Bites can give is firstly if you’re not happy with what we create, don’t use it and don’t pay for it. We can guarantee it’s published where we say we’re going to publish it because you’re gonna look at the social media accounts, the YouTube accounts and so on and so forth and you can see it there and see it playing. We can tell you what the results are and we think it’ll take about 3 months before you start to see results and then the results will improve almost all of the time we know if we’ve had customers for than 12 months and the results are still improving after 12 months. At some point I guess that has to stop, maybe that’s when you’re at the top of the page anyway. What we can’t do is guarantee what the rest of your website is doing. We don’t do SEO for the other 200 signals, we don’t develop web pages, your web developers does that, we just provide content. So we can guarantee what we do, we can’t guarantee what other people in the chain of events that creates the ranking for your website that they do.
Patrick: Well thank you very much for answering our questions today Wayne. It was a pleasure talking to you again.
Wayne: My pleasure.