From time to time, Google changes their algorithm and they announce it as an update. The most recent update was called Hummingbird. They give nice animal names to make them sound friendly, but the reality is it can damage your websites ranking. Find out how important it is to have a website that is search engine friendly.
Henry Acosta: Hi and welcome back to the show. Today we have Wayne Bucklar, CEO of SEO Bites. Hi Wayne, pleasure to have you again.
Wayne Bucklar: It’s a pleasure to be with you Henry. Thank you for having me back on again.
Henry: So for our first question today, why is it important to post the original content on multiple platforms?
Wayne: Henry, multiple types of content are important to meet Google’s requirement that you demonstrate that you are authoritative and that you have fresh content. So you need to frequently publish original content and I know we say it over and over again and that’s so easy to say but it’s quite difficult to do. So you create a new piece of original content, now the way we do that is by doing a question and answer interview with you, that’s the easiest way we found to do it. You get much better results if you publish it on several authoritative websites, that is websites that Google considers authoritative. So typically you want to publish it on LinkedIn and Facebook and YouTube and SoundCloud and theses are the places that Google considers to have a high authority in their own right. So when you publish it on those places you can’t just publish the identical content, it needs to be formatted and modified to suite the particular type of media or website you’re sending it to. We call it the hub and Spoke model, the hub is the interview and the spokes are the various places we publish the content and even things like a slide deck because SlideShare is owned by LinkedIn, LinkedIn considers content on SlideShare to be very important so we take the transcript and from that we extract enough words to create a slide deck .Now it’s probably the case that no one’s ever going to download the slide deck or use the slide deck but having the words captured and in the slide deck on SlideShare adds to the significance of the publication on LinkedIn which adds to the significance of the publication on Google. So that’s why we publish content in multimedia in multiple websites.
Henry: So what can the client do on their part to help promote their products and services?
Wayne: Good question Henry. It’s not all pain free for the client, at the very least they need to get the transcript of their interview on their website and that provides enough information for Google to tie the two together. Google’s advice is that you make the NAP – Name, Address and Phone Number – identical and we do that but by having on your website the words that are from the video that’s on YouTube it makes it much easier for Google to exactly match the content together. Now the easiest way to do that is to just have your web developer add a blog to your website and then we’ll publish the transcript on your blog, I mean that’s publishing isn’t easy to do but we’re not developers so we don’t want to go mucking around inside your website. Get your web developer to do that but it’s a pretty forward, straightforward plug-in to add a blog to a website and of course the worst thing about having a blog is then you’ve got to publish content because if your last plugged in through us three years ago it makes your website bad but with us because we create new content every month there is always fresh blog content as well. The most important thing to have strayed in your head about Google is that this is not a government service intended to help you. This is a private company whose intent is to make money for their shareholders. Now they do that in a variety of ways and the big one and the original one was ‘Search’ but search is like any kind of media. First you need an audience then you can have advertisers and in the case of Google their key was to get very good search results. What made them so successful was when someone types something into Google what you got back was what you are looking for. So that’s their primary objective to make sure that the experience for the people doing the search is very good, then the next objective is to make money and Google is in my opinion an advertising engine that also does search rather than a search engine then also does advertising and they’ve got a very successful model with their adwords and their remarketing and all the other things that they have available. You’ll notice that recently Google has changed the format of the way it displays things on the page. It’s reduced the number of organic results and increased the number of paid for or Adwords results, it’s put everyone in a box so that everyone kind of looks the same whether it’s paid for or organic – all those things are about Google making sure that Google makes money. Google determines where a website comes in the results based on an algorithm. An algorithm is just a set of mathematical rules, there are no people looking at websites and making judgements, it’s all done by computers following the software rules. And Google says it uses over 200 signals to determine where you will fit, where your website will come in response to any particular search. Google doesn’t necessarily tell the world everything it does, they’re privately held company, why would they tell the world everything when SEO is basically a whole industry devoted to making sure your page does better than Google would ordinarily have it do. So it’s a bit like tax evasion and tax avoidance and tax minimization, it’s a fine line as to what’s black hat and against the rules and what’s white hat and okay. So Google doesn’t necessarily tell everyone everything. From time to time, they change their algorithm and they announce it as an update. The last one was Hummingbird, they give them nice animal names to make them sound friendly but the reality is for lots of people. Those algorithm changes can be catastrophic for their business. If you’ve complied with everything under one set of rules both Google and your website’s doing really well, under the next set of rules it might do very poorly. One of the big noticeable changes in the Hummingbird algorithm update was this reliance or this waiting in favor of what they call domain authority – the idea that they’d want to put at the top of the list the webpage which has the most authoritative approach to a particular subject. So it doesn’t matter whether you’re a plumber or whether you’re an accountant, Google wants to put you at the top of the list if someone searches for something related to plumbing or something related to accounting, Google wants to put you at the top of the list only if it judges you to be the best authority in that subject, in that domain, in your local area. And to do that they highly value the freshness of the content that you publish so frequently published original content is critically important.
Henry: What are the different things that a client can add to the video?
Wayne: When we do a Q&A video and we create a video for YouTube, the real purpose is to satisfy Google’s need for content but if you’re going to put a video up on YouTube you might as well make it acceptable for potential customers and others to see. So we edit the video and we take out the cuffs and the arms and the hours and like this video we put a nameplate underneath it. But also if a customer has Powerpoint slides or photographs or graphics, we can add those into the video so we can either put them up beside the head of the person talking or over the top of the head of the person talking so that you can illustrate what it is you’re talking about with those graphics and we do that as part of the customer package. There’s no extra cost for doing that, we don’t create the graphics but if you’ve got them and send them to us, we’ll insert them wherever you tell us.
Henry: So what it is your advice for choosing the keywords?
Wayne: There’s been a lot of debate about keywords with Google and often people get confused between keywords and Adwords and what do they mean. But I want to talk for a few minutes about identifying a phrase, identifying the words that we want to promote in your video and on your website and in Google. What’s the, if you like catch-cry that you want Google to know you by? So you have to think about your ideal customers sitting out there at their computer late at night, if they’re going to do a search and you want to be found in that search. So they’re gonna look for someone they need to fix a problem around the house, something they need in their business life, something they need in their personal life and you want to be the business who comes up number one on that organic search. What would they type into Google that you would like to be found by? So it’s really a bit like that tv game where you’re looking for the phrase that most people would use. Now it’s not like you have to tell Google about this or fill in a form or anything, it’s just the phrase that you think your ideal customer would use if they were looking for you. Now for us we’ve talked about video SEO being our phrase, we’ve talked about original content being our phrase but we need also to think about things like reputation recovery and online reputation management. This is another reason why customers use videos, if you like outweigh reputation or damage by pushing the negative sediments to the bottom of the list by creating new positive sediments. So it’s not only video content or online video or video editing, it also includes phrases like reputation management, reputation recovery, SEO of course is a word we use even though we don’t do mainstream SEO but our videos are used to help people get on the number one page, top of the number one page in Google searches.
Henry: And for our last question, what is the biggest mistake that people make with their internet marketing?
Wayne: The biggest mistake that people make handling their internet marketing, Henry that’s a good question. And really I’m not sure if I’m the one qualified to answer, I only have my experience in the clients we deal with and the stories they tell me. I think probably the biggest mistake people make is having a ‘set and forget mentality.’ I’ve been working on the internet now since 1993 and I’m certainly around in Google if you search for me you’ll find lots and lots of entries but I’ve never tried to promote myself on Google it’s just kind of happened because I have content. But lots of people have pursued the SEO strategies over the years as they’ve come along, there were link firms and there were keywords on homepages and all of these responses to what the Google algorithm was have led to people doing various things and then following that ‘set and forget’ mentality. One of the things a lot of people did in the past was paid other people to create content for them and there are no end of businesses who will write content for you, who’ll write blog postings for you, who’ll scrape content off other people’s websites and rewrite it – all of that sort of stuff. And for a long time that was relevant and worked. In some franchise business it was kind of standard practice and it worked very well to have a separate website for all of your franchises with the same content in everyone interlinked so they all have back links between them but recently Google absolutely smacked those people for doing that because they didn’t consider any of the content original. So I think the biggest mistake people can make is not having original content, Google is exceptionally good at detecting plagiarism, they sell their services to some of the universities to stop students cheating. So you really have to create your own content, if you pay someone to create it for you like a ghost writer you have to be very careful that they’re not using phrases and structures that they’ve used with other customers because Google will detect that and will smack you for it. That’s why we’ve opted for the way we do it, we do a question and answer video with the person, talking about their business without a script. Every business owner, every business CEO in the world can talk for 7 minutes about their own business, it’s what they’re passionate about. And it really doesn’t matter what questions I ask them, if I ask them the same question month after month they’re always going to answer it differently so create your own original content. I think probably the biggest mistake that people are making in their internet marketing today is having content in their website which is old or which has been copied or which has been traced by Google as likely to have been copied. There is a very good website you can go to moz.com, M-O-Z, if you’d just type your domain in their you can see how likely it is for Google to be considering that you’ve got spam on your site, excellent place to get a score for your domain authority and that’s what we’re trying to improve with the original content. But type your domain in their it’s free I think you can do 2 a day for nothing so check it out, you’ll see how good your website’s going.
Henry: And that’s all my questions for today and thanks for being on the show Wayne. It was a pleasure.
Wayne: It’s been my pleasure being with you Henry. Thank you for the invite. We look forward to do another segment shortly.