In the last 10 or 15 years since we’ve had Google, it has improved and adjusted numerous times. Today, there are more than 200 signals that Google uses to determine what page comes at the top of the organic search results.
Henry Acosta: Hi, it’s your host Henry Acosta and today we have Wayne Bucklar, CEO and Owner of SEO Bites. Welcome back to the program Wayne.
Wayne Bucklar: It’s a pleasure Henry.
Henry: So far we found out the importance of creating original content and how it helps boost up your ranking on Google. So what we want to know today is what are the updates that Google mandates and do we know when it happens?
Wayne: Google update, the way they conduct their business constantly, it’s generally called an ‘Algorithm’ and the algorithm determines the search results. Now they tweak it minute by minute basically and they don’t announce when they’re tweaking it. Every now and then they do major upgrades for a number of things changed for the last three have taken place in about the 18 months, so there is no schedule, there is no forewarning, sometimes they implement an algorithm update before they announce it they’ve done it that happened with Hummingbird recently when it was in use for a month before they announced that they’ve changed anything. Remember that Google’s a private company, they’re not accountable to anyone except themselves. They’re not regulated in the way they do their searches.
Henry: So what has been the biggest difference between the search engines before back in the 90’s and the search engines we have today?
Wayne: In the good old days the search engines relied on the number of times that a particular word would occur on a page to allocated rank. So if someone did a search looking for carburetors then the page that had the most mentioned on carburetors would come at the top of the page. When Google came along it was revolutionary, the search engine results you’ve got was spectacularly better than any of the other engines. They’ve introduced this idea of page ranking. So as well as looking at the words that were on the page, they also looked at what other pages had a hyperlink to the page that you are looking at and those hyperlinks scores they put together in something called pagerank and so if a highly ranked page was linked to your page then your page will also be highly ranked and so the word spread and the Google results got better and better. Now in the last 10 or 15 years since we’ve had Google, it has tweaked and fiddled and improved and adjusted the way it does that pagerank to now there are over 200 signals that Google uses to determine what page comes at the top of the organic search results.
Henry: So why do you think the change on the internet is happening at such a fast rate?
Wayne: Change occurs on the internet at a fast rate because it can. There is no sense of what’s a good rate for change to occur in a search engine. Google is a company looking to make money and it makes money by selling advertising and it sells advertising because lots of people use it and lots of people use it because it gives good search results. So Google is not trying to be nice to you, Google is trying to be nice to people doing searches and give them such a great search experience that they will come back and use Google rather than one of its competitors.
Henry: So what kind of difference are mobile devices or handheld devices making on the SEO industry?
Wayne: Look, mobile and handheld devices are having a huge impact on ecommerce and the why business is done and of the search industry. To start with about 75% of all searches are done of a mobile device, secondly the mobile screen is small so there is only a very limited amount of space to show the first page of Google results. Now we know that 85% of people never look at the second page so the first page is critical. Now on the ordinary screen on the desktop computer you’ll see four ads, sponsored results for Google and then about 7 organic results and another 3 down the bottom that have been paid for. But on a mobile phone the number of organic results have been cut back because Google’s not going to cut back it’s paid results that’s what they make money out of. So generally you’ll only see 4 organic results on a mobile phone screen. So if you’re not one of those 4 organic results and you’re not in the paid for results then you’re nowhere on a mobile phone search. Now mobile phones have also added the issue of location to searching because Google knows through the phone where the search has been conducted from. So the one it will put at the top of the page is not just the best page in terms of pagerank, it will also return the best page in terms of your location.
Henry: Other than being in the front page of Google, what are the other authoritative sites or search engines that we raise rankings on with our original content?
Wayne: When we publish original content we don’t actually publish it on Google, we publish it all around Google and let Google find it. So we put it on YouTube, we it on Facebook and we put it on Twitter and put it on LinkedIn and we put it on SlideShare, we put it on SoundCloud, we put it on iTunes – none of these are particularly Google. Now if you do have a Google+ account we’ll put it on there as well, we also put it on your website if you’ve got capacity on your website for a blog page or for a transcript to be published we’ll put it there but the result this is that all these content that we publish can be found by every other search engines as well and the big one I guess is Bing. So Bing will also be sending it’s spider out to visit websites looking for content so it will find your content that we published on your behalf and it will also improve your ranking in all of the other search engines. Now once you get Google and Bing you’ve kind of got the vast majority but there are other search engines like… and so on and so forth that will also benefit from this content.
Henry: So is there a chance that a website gets penalized by Google if they work with us?
Wayne: Now we’re exceedingly confident that there is no penalty for anything we do in terms of SEO. You can have SEO that will damage your website the commonest one is publishing content that has been plagiarized from another website, be it scraped or be it written by someone who’s maybe selling you content as original but in fact they got it all from another website. Now the way we overcome this is we videotape you, the customer, it’s your mouth that’s moving and the words are coming out of you, so we know that they’re your original words. Now will you able to deliver a perfect script and where to download that script of someone else’s website and deliver that, yes you can get in trouble for that but no one’s going to do that, we’re gonna ask you questions about your business and with the passion and love for what you do that’s in you you’re gonna answer the questions. That’s going to be original, it’s coming out of your mouth, there’s no issue of plagiarism with that.
Henry: What’s a good goal to set for our original content and how it gets indexed of the front page of Google?
Wayne: Our goal is to improve the listing of a website. There is no guarantee that get you be on the frontpage because we don’t know what everyone else who wants to be in the front page is doing at the same time. We can measure before we start and we do measure before we start the domain authority of your website and we know that publishing original content will improve that and you’ll see that improvement almost immediately but most noticeably after about 3 months would be a measurable change and a measurable improvement. Now having said that, the better that is the more likely you are to be at the top of the first page but it’s an ongoing competition, other people will be doing stuff at the same time and who comes at the top depends on what other people are publishing simultaneously. To give you an example one of our clients have been with us for over 12 months now and they are glazier from Brisbane in Australia, they’re a suburban glazier, they do architectural glass, they’ve got 8 staff. After 12 month if you search for ‘Safety Glass Brisbane’ and you have to add the ‘Brisbane’ because you’re not in Brisbane then on YouTube he will occupy 7 or 8 of the first page of videos. Now if there were 50 other glaziers in Brisbane publishing YouTube clips every month as well, then he wouldn’t have that domination of the first page but he does. And if you search for him in Google he comes at about number 3, the first two are multi-national companies they’re spending a lot of money on what they do and number 3 is our suburban glazier. So we know we can improve your position, we can’t guarantee what we can’t guarantee and what we can’t guarantee is how much we can improve it.
Henry: And for our last question is what is the major difference between us and other media SEO companies?
Wayne: Look, SEO Bites makes media content for a variety of reasons. We run radio stations, we do some promotional videos, we do bits and pieces. SEO Bites is one of our products that we’ve tailored specifically to do one job and do it pretty well. We don’t make with SEO Bites the greatest movie length feature videos you’ve ever seen. We make ordinary, home-quality, handheld, shot with your webcam or phone videos. We don’t make them particularly for people to watch, we make them for Google to find. So we’re doing everything we can to satisfy the requirements of the search engines. We’re not looking to make really funny videos, we’re not looking to make very emotional videos, we’re not doing a commercial. We’re just looking to create original content that the search engines can find. On the other hand nor are we charging you $10,000 a minute for the result. We’re charging a standard fixed fee for a 10 minute video and 10 artifacts to go on other social media which is the same content repurposed.
Henry: And that’s all for today Wayne, thanks for being on the program.
Wayne: It’s been a pleasure.