SEO Bites is definitely not an SEO company. We’re a media company that creates online content for businesses to help them get better search ranking results in Google and on YouTube. Google has 200 signals that work together to be at a desirable place in Google. SEO Bites does not do all those 200 signals, just one signal and that is CONTENT. In this episode, Wayne Bucklar explains how SEO and SEO Bites can help you in improving your page ranking.
Henry Acosta: Today we have Wayne Bucklar, CEO and owner of SEO Bites. Hi Wayne, welcome back to the program.
Wayne Bucklar: It’s a pleasure to be back.
Henry: So can you explain to us what exactly is SEO?
Wayne: SEO is an acronym that stands for Search Engine Optimization and it’s got a long and checkered history. Ever since we’ve had search engines we’ve had people trying to get a better result than the search engine would ordinarily could give them. Now in the good old days of search engines before Google the most frequently searched for term was ‘sex’ and so if someone came along and said ‘I want to get more traffic to my website’ the answer was easy for the SEO operator, you simply put the word ‘sex’ on the frontpage of the website in the same color as the background in a little tiny font and maybe a thousand times and all of a sudden the website got a whole lot of traffic. Now you didn’t sell a lot of carburetors or shoes but you got a lot of traffic and then the search engines of course their job is to give the person doing the search the best possible result. So the search engines introduced a whole lot of rules like anytime one word is used more than three times in a row, discount all the other times it’s used and then the SEO people would go ‘sex, sex, boob. Sex, sex, boob’ or whatever to defeat the rules and so the rules changed, the SEO people changed and the dance went on. And to a large extent that’s what we still are today with SEO, there’s over 200 Google signals and SEO is the art of optimizing a website to meet all of those signals.
Henry: Where are the authoritative sites that you use to gain ranking on Google?
Wayne: Google pays more attention to some websites than it does to others. So the sites that it pays a lot of attention to are called ‘Authoritative Sites.’ For instance Google owns YouTube, if you have a high ranking video on YouTube you’ll automatically get a high score in Google because it considers the high rank in YouTube to be authoritative. Now the list of authoritative sites is not published, it’s not publicly known but there’s a widely accepted list of a few for instance any website that has a domain authority score often close to a hundred percent is going to be considered authoritative, so it’s going to be Facebook and LinkedIn and Twitter and so on and so forth and because there’s a lot of cross-ownership goes on here between the likes of like we mentioned before Google and YouTube but also between iTunes and SoundCloud and LinkedIn and SlideShare and so it goes on. Those sites that are owned by other authoritative sites generally are considered to be authoritative.
Henry: So what are the usually hurdles that everyone faces with their SEO?
Wayne: Look, as I mentioned before there are over 200 signals that Google pays attention to for SEO and there are SEO companies who do a very good job at configuring a website to meet all those requirements but since the most recent change to the Google algorithm codename ‘Hummingbird’, Google has made a requirement that websites require frequently published original content to remain authoritative. So it’s not enough that you have a website with the greatest collection of information on it that was written 10 years ago, you now also need to regularly publish original content. Now that’s what we do, we help people to publish original content.
Henry: How are we making a difference from other SEO companies?
Wayne: Being an SEO company requires a level of expertise that we just don’t have. Good SEO companies put a lot of time and effort into research, they employ experts at a small section of those 200 factors and they do it very well. They’re also expensive, the bad news is that it’s very hard to tell a good SEO company from a bad SEO company because there’s practically no certification or rules or barriers to entry. Anyone can be an SEO company by putting up their sign and saying ‘Hey, we’re an SEO company’ but we’re a media company, what we do is create media.
Henry: So why not become an SEO company as a whole and service websites also?
Wayne: If you go searching for our media outlets, Health Professional Radio, Talkers Radio, even search for me Wayne Bucklar you’ll find hundreds and hundreds of pages that are high ranking for their content We’re a media company so when we do SEO Bites we’re not doing 200 signals, we’re doing 1 signal. We’re helping people create original content and we do that by treating a customer like they were someone we’re interviewing for one of our radio shows or tv shows and then creating the content the same way with transcripts and creation of multiple authoritative postings from the one interview.
Henry: How long have you been creating original content for websites and businesses?
Wayne: That’s an interesting question. We’ve been doing it here as a dedicated media company for 4 years. Myself, I’ve been appearing on the National Broadcast in Australia, ABC Radio now for about 17 years. So within the company we’ve got a lot of expertise at radio, we’ve got a lot of expertise at digital media. We’ve been doing the SEO Bites type work now, that’s the video and the creation of multiple artifacts in that for just two years.
Henry: Is there any way you can guarantee to us that this will be an asset to a business?
Wayne: We have a very simple policy to both reverse the risk and guarantee that there’s no brain damage. The first thing we do is we don’t publish content that you haven’t approved, so we give the content to the customer for their approval and secondly if you don’t like it don’t use it, if you don’t use it don’t pay for it. That’s the best guarantee that there can possibly be. So there is no risk in the customer other than maybe wasting 20 minutes of their time recording a video. If they record a video and they don’t like the outcome, don’t use it and don’t pay for it – it’s as simple as that.
Henry: Will using SEO Bites change the appearance of my website?
Wayne: Using SEO Bites generally makes very little change the appearance of your website. It will certainly make an appearance to the search results in YouTube and it will make an appearance to your social media feeds. The only way it will affect your website is when you publish the transcript of the interview on your website. Now the easiest way to do that is to have a blog on your website, if you don’t have one ask your web developer to create one. Generally it’s pretty straightforward and the reason we like to publish the transcript on your website is that while Google can match the NAP the Main Address and Phone number and whilst there’s a good strong room for it, Google actually uses facial recognition to match the face in the video with YouTube pages and so on and so forth, the most obvious way to match it is if all the words that are on your video are also on your website. That takes away any randomness that it may not be your website or where it’s difficult for Google to be too short to credit, it makes it an absolute no brainer. So yes, that does cause some changes to your website but most people have difficulty publishing blog content regularly anywhere in their website and I do see an awful lot of websites where the blogs haven’t been updated for a year or two. At least with us there will be a new post on your blog that’s of significant length every month.
Henry: What are the requirements for making a video interview?
Wayne: We send every customer a cheat sheet on how to make a good video interview but it’s important to remember we’re not trying to emulate Brad Pitt in a movie, we’re not trying to emulate Fox News or CNN. What we’re trying to do is give the impression that a media interview has conducted an interview with you as a customer over your phone or over your webcam. Media outlets do this all the time, we do that because we think it adds authenticity, we think is a whole generation of YouTube users who find someone recording something on their iPhone to be more authentic than a three camera shoot with a director, make-up and so on and so forth. We also do it so that we want it to look good for what it is rather than poor for what it might be. So if we’re trying to emulate a full studio shoot over the internet, we’re going to get a quality that’s not the same as you would see on TV. And so to do that we don’t pretend to be something that we’re not, we do the interview over Zoom, over the internet at your end you need reasonable lighting, you need a quiet environment, you need a reasonably quality webcam and microphone. If you’re using an Apple laptop or an iPhone they’re excellent for this, if you’re using another brand you might like to think about spending some money to buy an external microphone or an external webcam, headsets from mobile phones with the microphone that hangs over the ear work quite well. Pay a little bit of attention to what the background is going to look like when you record this in your office. It shouldn’t look like something that you don’t want to see published. Now it might be that having your factory in the background gives a perfect presentation, other people may not want to have their factory in the background they might prefer a plain wall with their logo on it or something similar. You can’t sit in front of a well-lit window and shoot with the webcam, you’re going to get a dark outline all that sort of problems but we’ll send you some advice. Basically a reasonable webcam and reasonable microphone, a reasonably quiet room with reasonable lighting is all that you need, you don’t need a lighting fast internet connection but we do recommend avoiding wifi if you can because often wifi is subject to interference from cordless phones and microwave ovens and all sorts of things which causes interference in the flow of the video. If you can, plug your laptop into a lead.
Henry: So that’s all for today Wayne, thanks for being on the program.
Wayne: You’re very welcome.