Patrick Reyes: Hi and welcome to the show, my name is Patrick Reyes and on today’s show we have returning guest, Wayne Bucklar, the CEO of SEO Bites. Welcome back to the show Wayne.
Wayne Bucklar: Thank you Patrick, it’s a pleasure to be with you again.
Patrick: Alright, can you tell us what is the latest update in SEO?
Wayne: SEO is Search Engine Optimization. Well I’m not sure if it’s the latest but it’s probably the most significant things happened recently. As you’re aware we’ve been through a number of changes to the Google algorithm lately, we went through Penguin and Panda and the most recent one is Hummingbird. These are published events announced by Google when they deliberately tell the world that they are changing the rules. Lots of times they change the rules and don’t tell anyone and everyone’s just trying just kind of figure it out by what’s happened, but when they announce it pretty much everyone in the Search Engine Optimization world pays a lot of attention. The biggest change from Hummingbird I think was probably an emphasis on the idea that content, not just any other content but original, fresh content is king. Now, we’ve said content is king for a long, long time and I still believe that but it now appears that as far as Google’s concerned, content which is fresh and original carries more weight than content which is old or copied. Now, if your field of endeavor is, say Egyptology and nothing’s changed in a few thousand years, you get what I mean then you might have absolutely the best website with the greatest information but it hasn’t been updated in 10 years. Google is now going to punish you for that. They won’t come along and hit you with a stick but your rankings will be lower than someone who’s got an equivalent amount of content which has been updated recently. Most of us are not in the field of Egyptology, for better or worse, most of us are running businesses and what that means is that if you did your website up and you put it on set and forget, that’s no longer good enough. Your ranking will deteriorate overtime as your competitors publish fresh content. You must now frequently publish original content. That’s probably the most significant of the 200 or so Google signals that Google uses to determine ranking for your website.
Patrick: Now what would you do if the company website that you’re currently working with decides to move all their contents to a new domain?
Wayne: Moving a website to a new domain is starting all over again. So once you moved to a new domain Google will not know the connection between your new domain and your old domain and so the links that used to be to your old domain won’t work anymore, the ranking that your old website had will not be there anymore. The same thing occurs on people who get…to refresh their website and they go and delete all their old pages and create new pages even on the same domain, the URLs have changed because the file names have changed. So as a rule, publish new content on your website, tread very warily about deleting old content, changing file names or moving to new URLs. I would have great difficulty imagining a business case that justified moving a well-ranked website to a new domain name.
Patrick: Can you explain what’s PPC is or Pay Per Click?
Wayne: Pay Per Click is a charging method for all those ads that you see and particularly the ones on Google that appear at the top of the page where the advertiser only gets charged when someone clicks on the ad. Now these are prevalent in social media, but they’re also on a lot of websites and other places. So with Google you actually bid to get your ad put on the page, the highest paid price per exposure of your ad or per click of your ad, the highest paid bid for someone to click on your ad gets your ad show on most often by Google when someone reach your message and inspired by it to click on the ad, you get charged that amount of money. So Pay Per Click is one way to get on the frontpage of a search engine, you just have to spend money on it. The amount of money you spend per click can be extraordinarily high. If you go onto Google and do a search, you can find out that for some keywords that people are paying tens if not hundreds of dollars per click.
Patrick: Alright, well thank you again Wayne for being on the program. It’s been a pleasure talking to you.
Wayne: It’s my pleasure Patrick. Thank you very much.