SEO Bites is not an SEO company, but a creator of content for SEO. Content is just one of the many factors of SEO. Without content, all your SEO efforts will go to waste. In this episode, CEO Wayne Bucklar talks clarifies what they can actually do for businesses who wants to promote their brand.
Patrick Reyes: Our guest today is Wayne Bucklar, the CEO of SEO Bites. Welcome to the program Wayne.
Wayne Bucklar: Thank you very much.
Patrick: It’s our pleasure. So SEO Bites, what is it exactly that you do?
Wayne: SEO Bites is a case of doing exactly what I’m doing here today. It’s about being interviewed about your own business without a script, talking with the passion and the belief that you have in your own business and then that video, 10 minutes or so video, work being turned into a whole bunch of content for your own social media. So what you’re looking at today is I guess me doing our own thing for our own benefit. This is an SEO Bites product as we would create it with a customer.
Patrick: And what’s the whole process behind the online videos?
Wayne: Look, we use a third party online program Skype or BlueJeans or Zoom any of those will do and what we’re trying to do is just capture the authenticity that comes about when you talk just for the handheld webcam or a laptop about your business. There’s no need for script, there’s no trick questions, it’s just about you telling your audience what it is you do and so one end we we use a studio and a studio camera at the other end we have the talent, the person we’re interviewing with either an iPhone or a webcam just over the internet and we’re not trying to replicate NBC or make it look like a high quality movie shoot. There’s no makeup, no lighting, no script, no special sound. All there is is the naked authenticity of one business person talking sincerely about what they do into a webcam and then we take from that all of the other artifacts and publish them on social media.
Patrick: Would you say there’s any risk to doing these online videos?
Wayne: Look, the risk with all of these stuff is brand damage. Certainly you worry about whether or not producing a video which is not ‘gone with the wind quality’ is going to damage your brand. If I was in the business of making videos I would be hesitant about doing webcam interviews like SEO Bites and publishing them but if you’re in the business of being a plumber or a lawyer or a doctor or anything else, the authenticity that comes from your handheld camera or webcam adds I think to the overall product rather than damages them, so I don’t think there’s a downside.
Patrick: What would you say are the advantages of posting online videos onto your website instead of say posting pictures?
Wayne: The big advantage arises out of the way in which Google ranks pages, so one of the 200 indicators of Google uses to determine who’ll be on the top of the front page if you frequently publish original content. The places that Google looks to determine what links and what credibility there is are called ‘Authoritative Sites’, the list is not completed. You kind of have to guess a little bit but certainly YouTube is owned by Google, so YouTube is seen as an authoritative site. It’s also the number two search engine in the world, the first one being Google itself. So we’re not trying to bend the rules, we’re trying to strictly adhere to the Google rules. They say to be be highly ranked you must publish original content frequently, we’re saying we help companies publish original content frequently simply by interviewing the boss in a 10 minute interview over the internet and then from that converting the content into transcripts, podcast, radio broadcast, social media like Facebook, LinkedIn, Twitter, Pinterest – we’re doing all of that. We’re doing it by hand, we’re not cheating in any way or doing any black hat things and our big advantage is that we use video editors and media specialists who work for us in our Philippines office where the low wage cost allows us to produce it at a low cost.
Patrick: Now would you say online videos can be done by anyone?
Wayne: Absolutely and I’ve said that lots of people who’ve looked for a lower cost alternative. ‘Do it yourself,’ there is no great trick here, everything we do is Google will tell you how to do it. It’s simply a conversation between an interviewer and the interviewee, the interviewee is the senior person or the business owner who’s authoritative and knows what they’re talking about and the interview itself is nearly the interviewer ask him questions about the stuff that they’re passionate about in their business and then you can edit the video and take off the transcript and do all the rest of it. If you’ve got the time, do it yourself but for most people it’s time that beats them and motivation. During the first blog or during the first interview video blog is really exciting and easy, during the second one might be a bit of fun, doing the third one’s just hard work. And so so often the best intentions gets lost in the demands for time and attention that we all suffer from. So for us it’s in our best interest to make sure you turn up for your third month and fourth month and fifth month and that’s what we’re trying to do.
Patrick: And can you tell us about one of your clients that you’re currently working with?
Wayne: We’ve been working with Gerry Whelan from Archer Glass now for just on 12 month. Now Archer Glass is a suburban Brisbane glazier, ten staff in Mt. Gravatt but if you go to YouTube and search for ‘Safety Glass Brisbane’ if you’re in Brisbane you don’t even need the ‘Brisbane’ you can just go ‘Safety Glass’, about 5 of the first 8 videos will be Gerry Whelan talking about glazing. Talking about show screens and splashbacks and safety glass and pit doors and just talking about the stuff he’s done for 40 years that he’s passionate about and then if you go to Google and look for him, he’ll come up about number 3, the first 2 will be national and multinational glass companies who spend a lot of money on promoting their business and then will be a suburban glazier in Brisbane. So that creation of content has been the key to him doing so well at it.
Patrick: So he’s definitely showing results from using SEO Bites.
Wayne: Look, SEO Bites is about educating Google that you are publishing original content frequently. So you have to do that in over at least three times for the Google robot to figure out a rhythm and if you’re doing it monthly that’s three months’ worth. So you don’t see any results from the first or the second one, it’s generally the third one and thereafter that you see results but we do measure your social media standing and domain mastery right at the beginning and we can show whether it’s changed and what sort of results you’re getting.
Patrick: What is the significance of the 7 minute videos?
Wayne: Google’s got a whole bunch of rules around this, some of which they disclose and some of which they don’t. One of their rules that isn’t disclosed is how much of a contribution do you have to make for it to be considered to be a significant contribution? Can you write 25 words on your blog and have Google say ‘Yes, you’re frequently publishing original content.’ It seems not, it seems that the minimum blog length that Google will take notice of is about twelve hundred words and twelve hundred words in transcript form is about 7 minutes of talking, so we’re trying to get a 7 minute video to give us a long script because that’s what Google pays attention to in terms of ‘Have you published a significant contribution?’ And then we do some short ones as well, we do three 60 second question and answers because there is also an advantage in having a very short video clip on YouTube because people with a very short attention span will likely to watch it all the way to the end.
Patrick: Now earlier you mentioned domain authority, can you explain that a little bit further?
Wayne: Domain authority is a term that’s been invented just for SEO. Now domain when you talk about internet, generally we talk about domain names and songs and so forth, we’re not using the word in that way at all. We’re using ‘domain’ to describe the area of interest and expertise that you have. So if you’re a plumber your domain is water, if you’re a lawyer your domain is law, so domain authority is how authoritative are you in your own domain. So when Google returns the number one position at the top of the first search page they want to return the local domain authority because they figure that’s what the person making the search is looking for. So if you’re a law firm or a lawyer who’s specialize in say drink driving when someone’s been charged with drink driving and may type into Google next morning after they got a bit of a hangover drink driving lawyer, the one that comes at the top of the page is the one that Google thinks is the most authoritative lawyer in the domain of drink driving in the law. And the way it measures that domain authority is primarily based on who frequently publishes original content. It doesn’t matter if you wrote the thesis on it ten years ago, you have to be seen by Google to be frequently refreshing and republishing original content. So the video that we do, the SEO Bites that we do is the way to extract expertise from the head of the business owner or a senior person in the firm and get it published frequently so that your domain authority score goes up and we can actually measure that through an independent firm. Moz, they will actually give us a score on your domain authority on day one and we can measure each month and after three months you should be seeing it rise.
Patrick: And just for a clarification what separates SEO Bites from other SEO companies?
Wayne: We’re not an SEO company, we’re a content creator for SEO. So SEO companies ought to be looking at the whole 200 signals that Google uses and going through and creating your website to meet the Google requirements and being experts in how to do that. Now we don’t do that, we’re a media company, we create media and that media helps your SEO but we only do that one bit.
Patrick: Well Wayne it was a pleasure talking to you today, again that’s Wayne Bucklar the CEO of SEO Bites.
Wayne: My pleasure.