---Presenter: Ron HalversenSubject: Promoting the ChampionDetails: In Part IV of the SEO Series for the marketing team training, Ron builds on previous lessons of SEO strategy and CRO to showcase how you can most effectively promote your champion.Duration: 00:58:37---00:00:04.970 --> 00:00:07.270 - What is a content strategy? 00:00:09.470 --> 00:00:17.126 - It is your plan of action of how you write your uhm. 00:00:18.430 --> 00:00:23.830 - Like if there were content with in order to serve SCO Annuar 00:00:23.830 --> 00:00:28.780 - Siaro better so that you are writing for the search engines 00:00:28.780 --> 00:00:35.080 - and I'm trying to find my notes and I had to help my thought 00:00:35.080 --> 00:00:36.430 - process here, but. 00:00:37.380 --> 00:00:39.445 - Let me get with CRO stands for. 00:00:40.190 --> 00:00:41.200 - Um? 00:00:42.780 --> 00:00:48.680 - Yeah. What does it say for conversion rate 00:00:48.680 --> 00:00:53.340 - optimization? Yeah, so then also writing the the. 00:00:54.170 --> 00:00:58.526 - Like you're a blog post, for example, writing that well so 00:00:58.526 --> 00:01:02.090 - that that actually results in gaining interest from your 00:01:02.090 --> 00:01:08.771 - target audience. Yes, correct, so you kind of answered 1, two 00:01:08.771 --> 00:01:10.478 - and three so. 00:01:11.050 --> 00:01:14.988 - No, they were just great. That's good. It means you understood 00:01:14.988 --> 00:01:18.568 - it. Patrick Japani questions about that? If not, why don't 00:01:18.568 --> 00:01:22.148 - you answer #4? Define what champion pages are and their 00:01:22.148 --> 00:01:29.232 - purpose. Yes, Sir, a champion page is essentially the end of a 00:01:29.232 --> 00:01:35.736 - line for all of your content that pushes the user to take 00:01:35.736 --> 00:01:42.362 - that. The most important action for a website is to. 00:01:43.240 --> 00:01:47.848 - Get that end user to either convert and carry out the action 00:01:47.848 --> 00:01:52.456 - that you want, or sign up for some sort of services or 00:01:52.456 --> 00:01:57.064 - anything. Correct? Yeah, I love how you said the end of the 00:01:57.064 --> 00:02:00.520 - line. That's really great because everything we write we 00:02:00.520 --> 00:02:03.976 - write thousands of pieces of content that hopefully optimize 00:02:03.976 --> 00:02:07.432 - for Google's purpose is a significant number of keyword 00:02:07.432 --> 00:02:10.504 - variance, right? Longtail keyword? So we write 100 00:02:10.504 --> 00:02:13.192 - different articles about integrations with different ER, 00:02:13.192 --> 00:02:15.496 - peas and stuff. So hopefully if 00:02:15.496 --> 00:02:18.682 - somebody Googles. Custom E Commerce integration with syspro 00:02:18.682 --> 00:02:24.170 - they find us they come to that page and then when we do the 00:02:24.170 --> 00:02:28.874 - optimization how do we optimize that blog post Sam to drive as 00:02:28.874 --> 00:02:33.970 - Patrick just said to the end of the line or to the champion. 00:02:35.270 --> 00:02:42.122 - Um, the hyperlinks are meant to the optimized for SCO and that 00:02:42.122 --> 00:02:46.690 - improves your ranking within SCO. And then that'll. 00:02:47.190 --> 00:02:50.512 - When those pages are better, it's like they get their boats. 00:02:50.512 --> 00:02:52.022 - Their votes count for more. 00:02:52.820 --> 00:02:55.990 - OK, so how many keywords? 00:02:56.630 --> 00:02:58.646 - If I write a blog post. 00:02:59.240 --> 00:03:03.580 - Think through this, how many keywords do you think I'm 00:03:03.580 --> 00:03:07.920 - actually going to have either optimized for written content or 00:03:07.920 --> 00:03:09.656 - linked on that page? 00:03:10.970 --> 00:03:12.690 - Either either of you answer. 00:03:15.000 --> 00:03:16.000 - Um? 00:03:17.380 --> 00:03:21.493 - My assumption would be that the off or uhm. 00:03:22.930 --> 00:03:26.700 - Like if you if you had those four best keywords out will be 00:03:26.700 --> 00:03:28.730 - the ones that you want to, um, 00:03:28.730 --> 00:03:34.470 - hyperlink and. OK, so yes, no. The correct answer is 8. Riley 00:03:34.470 --> 00:03:37.152 - tell us what the eight are. 00:03:38.110 --> 00:03:44.250 - The eight keywords are the primary key word that we're 00:03:44.250 --> 00:03:49.776 - going after, and the different variants of that keyword. 00:03:50.280 --> 00:03:52.206 - And then the other four are. 00:03:53.930 --> 00:03:57.856 - Does that accounts for four? There's going to be 8, so if I 00:03:57.856 --> 00:04:01.480 - write a blog post, I'm going to have eight keywords on that 00:04:01.480 --> 00:04:04.802 - blog post. What are the 8 keywords that I'm gonna have 00:04:04.802 --> 00:04:07.218 - 'cause this is where everybody fails and forgets? 00:04:08.750 --> 00:04:12.635 - Are you referring to the 00:04:12.635 --> 00:04:17.979 - citation sandwiching? Explain so I'm gonna write a blog post and 00:04:17.979 --> 00:04:21.768 - I'm gonna write a blog post about improving customer 00:04:21.768 --> 00:04:25.557 - satisfaction with an ERP integration to syspro. So that's 00:04:25.557 --> 00:04:30.188 - my longtail keyword. That's not my champion. I have a champion 00:04:30.188 --> 00:04:35.240 - that is E Commerce integration with syspro. So on the blog post 00:04:35.240 --> 00:04:40.292 - I'm going to come up with my keyword and it's three variance 00:04:40.292 --> 00:04:45.344 - so I can make that blog post show up for four different 00:04:45.344 --> 00:04:46.607 - keywords related to. 00:04:46.680 --> 00:04:49.928 - Increasing customer satisfaction by integrating with syspro. OK, 00:04:49.928 --> 00:04:54.394 - so the content itself is going to basically have a primary 00:04:54.394 --> 00:04:58.860 - keyword and three keywords that we're going to write the content 00:04:58.860 --> 00:05:03.732 - for right? But they're going to be related not to my champion. 00:05:03.732 --> 00:05:08.604 - They're going to be related to the long tail keyword in the 00:05:08.604 --> 00:05:12.258 - article. However, in that article that blog post, I'm 00:05:12.258 --> 00:05:16.724 - going to put the Champions page primary keyword and it's three 00:05:16.724 --> 00:05:20.700 - variants. Those for keywords and Sam you called hyper link. It's 00:05:20.700 --> 00:05:24.972 - gonna be a hypertext link. It's called an anchor text link, but 00:05:24.972 --> 00:05:29.600 - it is a hyperlink so we're going to put 4 anchor text links 00:05:29.600 --> 00:05:33.516 - throughout that blog post, so the hope is we've optimized for 00:05:33.516 --> 00:05:36.720 - the long tail keyword which is improving customer satisfaction 00:05:36.720 --> 00:05:40.280 - with integration. So somebody searches that, they come to the 00:05:40.280 --> 00:05:43.840 - blog post, but while they're reading the blog post there, 00:05:43.840 --> 00:05:46.315 - seeing. The four key words to 00:05:46.315 --> 00:05:50.504 - the champion. So there's actually 8 keywords per blog 00:05:50.504 --> 00:05:55.088 - post or per article when it's done and finished. Is this all 00:05:55.088 --> 00:05:56.998 - makes sense? Everybody get it. 00:06:01.490 --> 00:06:07.440 - Yes. All right, Sam Patrick. Did that make sense? 00:06:07.440 --> 00:06:10.590 - Yes, Sir, I can't be in this 00:06:10.590 --> 00:06:17.510 - idea. Thanks, so every article every blog post is gonna be 00:06:17.510 --> 00:06:20.476 - written. To be optimized for 00:06:20.476 --> 00:06:24.976 - four. Words right. The keyword in three variants that were 00:06:24.976 --> 00:06:28.816 - trying to generate clicks to that page for then hopefully 00:06:28.816 --> 00:06:33.424 - every article or blog post will have an additional 4 anchor text 00:06:33.424 --> 00:06:36.880 - links within it that are linking to the Champions. 00:06:37.430 --> 00:06:42.448 - Keyword and it's three variants. OK, good good good. So how do we 00:06:42.448 --> 00:06:46.694 - we all start today? We inherit the clarity website. It's got 00:06:46.694 --> 00:06:51.712 - 2500 pages. What are some of the ways Patrick or Sam? Let's start 00:06:51.712 --> 00:06:57.116 - with Patrick. This time that I could go find or what do I go 00:06:57.116 --> 00:07:01.748 - look at to assume which pages are champions? Give me one or 00:07:01.748 --> 00:07:03.678 - two ways we do that. 00:07:04.980 --> 00:07:12.150 - Um, Google and Alex K that could be 1. Yep, so that would be one 00:07:12.150 --> 00:07:17.408 - that Google serves up highly, right? Or at least gets visited 00:07:17.408 --> 00:07:22.666 - quite often. What does clarity due to tell Google that these 00:07:22.666 --> 00:07:24.578 - are potentially champion Sam? 00:07:28.730 --> 00:07:33.830 - We put them in our uhm dropdown menus on our homepage avigation 00:07:33.830 --> 00:07:38.080 - exactly. We put him in the navigation. That's exactly what 00:07:38.080 --> 00:07:42.755 - we do. Remember everything when Google Crawls the Web site it 00:07:42.755 --> 00:07:47.005 - actually scores the crawl depth. Riley, what's the crawl depth 00:07:47.005 --> 00:07:52.955 - the amount of clicks it takes to get from your root domain or the 00:07:52.955 --> 00:07:57.630 - home page too? Said webpage correct, right? So like for GFS 00:07:57.630 --> 00:08:01.850 - chemicals. Right, I'm optimizing for every one of these pages, so 00:08:01.850 --> 00:08:06.590 - one of the things that I do is as soon as I optimize for this 00:08:06.590 --> 00:08:10.066 - page, that page is not linked anywhere here, right? These are 00:08:10.066 --> 00:08:13.226 - all category, so I don't have the capability of putting 00:08:13.226 --> 00:08:17.018 - champions in my navigation. So the only way I can get a 00:08:17.018 --> 00:08:20.494 - relatively high click through rate until Google that I have a 00:08:20.494 --> 00:08:24.602 - bunch of products is I've gone down here as I've done all these 00:08:24.602 --> 00:08:27.446 - products. I've created a chemical index, so there's one 00:08:27.446 --> 00:08:29.026 - click from the home page. 00:08:29.070 --> 00:08:32.744 - And now here is every single chemical that I've optimized for 00:08:32.744 --> 00:08:37.086 - almost 700, every single one of 'em a single click. So these are 00:08:37.086 --> 00:08:41.428 - now crawled up two, and so it's only two clicks away when you 00:08:41.428 --> 00:08:45.436 - hit the website to get to any chemical, at least that I've 00:08:45.436 --> 00:08:49.778 - optimized for all of the other ones. You can't get to it all 00:08:49.778 --> 00:08:53.118 - 'cause they're not linked anywhere, so that's Why. How did 00:08:53.118 --> 00:08:56.792 - I tell Google Riley if they're not linked anywhere in my 00:08:56.792 --> 00:08:59.798 - navigation, and the only way to find these chemicals? 00:08:59.820 --> 00:09:04.650 - Is by doing a search? How did I tell Google that the other 80 if 00:09:04.650 --> 00:09:08.836 - I did 700 out of 8600, the other 7900 chemicals even exist? How 00:09:08.836 --> 00:09:10.768 - does it know to crawl those 00:09:10.768 --> 00:09:15.976 - pages? Through the site map and submitting that to Google 00:09:15.976 --> 00:09:21.300 - correct so if you guys recall we go into Webmaster tools. 00:09:24.160 --> 00:09:26.468 - Switch over to wrong. 00:09:27.260 --> 00:09:29.108 - Go to GFS. 00:09:31.230 --> 00:09:32.710 - Go to site Maps. 00:09:33.690 --> 00:09:39.164 - And I submitted a sitemap XML to the 32 chord DNN pages and then 00:09:39.164 --> 00:09:43.074 - clarity e-commerce generates a product sitemap XML that has the 00:09:43.074 --> 00:09:47.375 - 8600 products in it and we registered that back in April 00:09:47.375 --> 00:09:51.676 - and that's how Google knows how to crawl because there's no 00:09:51.676 --> 00:09:56.368 - place on the website that allows Google to crawl and find that 00:09:56.368 --> 00:10:00.669 - 'cause when it spiders it only spiders things where you've set 00:10:00.669 --> 00:10:04.579 - up clicks and all of these chemicals are only discoverable. 00:10:04.660 --> 00:10:08.961 - If I browse through categories or if I do a search. 00:10:09.560 --> 00:10:12.464 - So is this still making sense? Patrick Sam. 00:10:14.320 --> 00:10:19.364 - Yes Sir. OK great. So starting off now verify every URL in your 00:10:19.364 --> 00:10:23.632 - sitemap XML and make sure it's registered with Google. OK so 00:10:23.632 --> 00:10:29.452 - this is exactly what I just did so we had to go out and generate 00:10:29.452 --> 00:10:34.884 - a sitemap. Now what is a site map look like? Let's go look at 00:10:34.884 --> 00:10:39.152 - clarity ventures I think is it sitemap or sight dash map. 00:10:39.740 --> 00:10:43.928 - For some reason, OK, it must be Satan Map one word OK? 00:10:44.760 --> 00:10:47.530 - Alright, give it a second. 00:10:48.200 --> 00:10:53.720 - Boom, there it is. So right here there is A tag in this file that 00:10:53.720 --> 00:10:59.240 - says here is the start of URL. Here is the end of the URL so 00:10:59.240 --> 00:11:02.184 - the URL HTTPS dub dub clarityventures.com closed. How 00:11:02.184 --> 00:11:06.968 - often do we change that? We can go in and modify the frequency 00:11:06.968 --> 00:11:10.648 - to daily, weekly, yearly, whatever. We can put a last 00:11:10.648 --> 00:11:13.592 - modification date in there. Hopefully telling Google that 00:11:13.592 --> 00:11:18.008 - it's been modified and updated and then we can put a priority. 00:11:18.710 --> 00:11:22.389 - Of woman now a lot of these we don't touch anymore. Google just 00:11:22.389 --> 00:11:25.502 - does it. So we just generate these. But hopefully every once 00:11:25.502 --> 00:11:28.898 - in awhile this files rebuilt and it keeps updating these dates so 00:11:28.898 --> 00:11:32.577 - that then Google says when it looks in the XML. Oh hey, this 00:11:32.577 --> 00:11:36.539 - page has been updated. Let me go re crawl it again and then it 00:11:36.539 --> 00:11:39.652 - looks and hopefully find changes and updates and that's how it 00:11:39.652 --> 00:11:42.765 - keeps up to date because you're actually chain telling it the 00:11:42.765 --> 00:11:45.595 - frequency of how often you change these pages right? So 00:11:45.595 --> 00:11:48.708 - this is what an issue. If I Scroll down there's literally. 00:11:48.790 --> 00:11:52.822 - Thousands and thousands of look. I'm still clear up here, so this 00:11:52.822 --> 00:11:55.846 - is how many pages are on clarity's website, literally 00:11:55.846 --> 00:11:59.878 - thousands, and the only way to force Google to crawl. We cross 00:11:59.878 --> 00:12:03.910 - our fingers that Google Crawls goes to the Web site and spiders 00:12:03.910 --> 00:12:04.918 - through the website. 00:12:05.500 --> 00:12:07.930 - If Google Spiders through the 00:12:07.930 --> 00:12:13.824 - website. Patrick, how do we tell Google? Because obviously 00:12:13.824 --> 00:12:16.100 - here's. 3 links. 00:12:16.940 --> 00:12:19.888 - Here's 6 links 78. 00:12:21.490 --> 00:12:22.660 - 13 00:12:23.700 --> 00:12:29.732 - 15 thirty 45 we only have 45 links on our website, but we 00:12:29.732 --> 00:12:35.300 - have 2500 pages. So how do we tell Google if we didn't 00:12:35.300 --> 00:12:39.940 - register with Webmaster tools? How did we tell Google which 00:12:39.940 --> 00:12:44.116 - we did? There are 2500 pages on our website. 00:12:48.620 --> 00:12:49.400 - Um? 00:12:52.240 --> 00:12:56.380 - Would it be something using a robot acts Nope. 00:12:57.200 --> 00:12:58.628 - Sam, do you have any idea? 00:12:59.620 --> 00:13:02.148 - Oh Gosh, now Chris. 00:13:05.940 --> 00:13:12.895 - Is not with the question. Again, the question is if I did not 00:13:12.895 --> 00:13:17.710 - register a sitemap XML with Webmaster tools, what did 00:13:17.710 --> 00:13:21.990 - clarity developers do on the clarity-ventures.com website to 00:13:21.990 --> 00:13:25.200 - let Google know about all 2500 00:13:25.200 --> 00:13:30.907 - pages? Pages it's site, hyphen map, so down here in the footer. 00:13:31.560 --> 00:13:35.942 - We have an HTML Sitemap Page and if I navigate to that page which 00:13:35.942 --> 00:13:40.324 - is now one click away from the home page, Chris says we have a 00:13:40.324 --> 00:13:44.080 - link to every single article on the entire page. So when Google 00:13:44.080 --> 00:13:47.836 - goes through an the spider crawls page one when it gets to 00:13:47.836 --> 00:13:51.905 - the bottom of the footer. Guess what the last link it hits is 00:13:51.905 --> 00:13:56.600 - site now and then. It comes here and it says, oh, I have a whole 00:13:56.600 --> 00:13:59.730 - bunch of other stuff I'm supposed to crawl, so hopefully 00:13:59.730 --> 00:14:03.650 - between this. And the registration with Webmaster 00:14:03.650 --> 00:14:08.546 - tools, which are two separate entities, two separate crawlers. 00:14:09.190 --> 00:14:13.354 - The whole site gets crawled, the whole site gets indexed. So in 00:14:13.354 --> 00:14:17.171 - order for GFS because I don't have that luxury on GFS's 00:14:17.171 --> 00:14:18.559 - website I don't have. 00:14:19.190 --> 00:14:20.998 - A Sitemap down here. 00:14:22.990 --> 00:14:26.740 - Because this site map is generated by DNN, which DNN 00:14:26.740 --> 00:14:31.240 - doesn't know about all of our products, right? So even if I 00:14:31.240 --> 00:14:35.740 - had a sitemap down here, it's only going to tell Google about 00:14:35.740 --> 00:14:39.865 - the 32 pages, which between these few links in the footer 00:14:39.865 --> 00:14:43.240 - and between the navigation were probably already linking. So 00:14:43.240 --> 00:14:48.115 - what did Ron build? I built this so after I optimize every single 00:14:48.115 --> 00:14:51.865 - page, this chemical index for all intensive purposes is the 00:14:51.865 --> 00:14:54.490 - site map right? So this is what 00:14:54.490 --> 00:14:58.291 - I'm using. As a link, one click off the home page that when 00:14:58.291 --> 00:15:01.272 - Google hits it, it's telling Google Hey, here are all the 00:15:01.272 --> 00:15:04.253 - pages I want you to index, so this theoretically is my 00:15:04.253 --> 00:15:06.963 - sitemap. Now from a usability perspective, I'm trying to make 00:15:06.963 --> 00:15:10.215 - it a little more usable for users, so I actually in the 00:15:10.215 --> 00:15:13.467 - footer called it a sitemap. Not very many or sorry. Not very 00:15:13.467 --> 00:15:17.532 - many people go down and click on a site map, but a lot of people 00:15:17.532 --> 00:15:21.055 - may go down and look for the chemical index and see if they 00:15:21.055 --> 00:15:24.578 - can look up their chemical or a chemical Glossary or a list of 00:15:24.578 --> 00:15:27.756 - chemicals or whatever. After this is done and we finished all 00:15:27.756 --> 00:15:31.487 - the chemicals, if we want to move it up here to products so 00:15:31.487 --> 00:15:32.635 - very similar on Becker. 00:15:34.200 --> 00:15:39.568 - I go to bedoccurred.com. 00:15:41.180 --> 00:15:44.887 - Here's our shop that we did. Here's a catalog. Here's my 00:15:44.887 --> 00:15:48.594 - name, boom. So now I can come look, here's a list 00:15:48.594 --> 00:15:51.627 - alphabetically. And here's a list of all 667 chemicals. 00:15:52.170 --> 00:15:56.515 - So you can see there are a lot of strategies as 00:15:56.515 --> 00:16:00.465 - developers that we have to use and the whole entire 00:16:00.465 --> 00:16:04.415 - purpose is to ensure right, right here, verify that every 00:16:04.415 --> 00:16:04.810 - URL. 00:16:06.120 --> 00:16:09.035 - Is registered with Google right? I mean, that's really why we're 00:16:09.035 --> 00:16:11.950 - doing all of this. 'cause it Google doesn't register it. If 00:16:11.950 --> 00:16:13.540 - Google doesn't have it in the 00:16:13.540 --> 00:16:19.019 - index. But it has no option to serve that up. As a result, when 00:16:19.019 --> 00:16:22.902 - people are searching for these keywords right? So this is where 00:16:22.902 --> 00:16:28.197 - a lot of sites can get hung up on right. That's why most of the 00:16:28.197 --> 00:16:32.433 - CNS is out of the box. Have a sitemap that's auto generated. 00:16:32.433 --> 00:16:35.963 - The problem with clarity E Commerce is clarity. Commerce is 00:16:35.963 --> 00:16:38.787 - not registered and doesn't create individual pages with 00:16:38.787 --> 00:16:43.376 - DNN. So DNN does not know to create or Add all of those 00:16:43.376 --> 00:16:44.788 - individual pages to assignment. 00:16:44.790 --> 00:16:48.673 - So that's why we've built into clarity E Commerce. The ability 00:16:48.673 --> 00:16:52.909 - to generate that sitemap XML, and then you can go up in 00:16:52.909 --> 00:16:54.321 - manually register that with 00:16:54.321 --> 00:16:55.760 - Google. Right? 00:16:57.410 --> 00:16:58.860 - Is this all making sense? 00:16:59.360 --> 00:17:06.052 - Yes, Sir, that makes sense. OK Sam, take a swag at what the 333 00:17:06.052 --> 00:17:10.832 - rule is and why it's so important for web design. 00:17:12.620 --> 00:17:17.075 - It's the breakdown of how much time you have to capture 00:17:17.075 --> 00:17:21.125 - audiences attention, so you're 3 seconds you initially grab their 00:17:21.125 --> 00:17:25.175 - attention and then even to be attentive, 430 seconds taking 00:17:25.175 --> 00:17:29.225 - more information and then once they're hooked will give us 00:17:29.225 --> 00:17:33.680 - about 3 minutes to learn more. So when you're designing, that's 00:17:33.680 --> 00:17:38.540 - also why we have the newspaper rule as my professor once called 00:17:38.540 --> 00:17:41.780 - it the when you first look at a 00:17:41.780 --> 00:17:47.238 - home page. The front fold of a newspaper is what you look at to 00:17:47.238 --> 00:17:50.694 - get your attention. That's how you imagine your website 00:17:50.694 --> 00:17:54.150 - homepage. To capture the attention, correct and very well 00:17:54.150 --> 00:17:56.070 - stated. Thank you so Patrick. 00:17:56.810 --> 00:18:01.269 - 333 rule as well instrumented in a page you just designed at the 00:18:01.269 --> 00:18:06.071 - end of the three 30 three rule. What are we hoping that they do? 00:18:06.071 --> 00:18:08.472 - What does the 333 rule lead to? 00:18:09.970 --> 00:18:14.026 - Uh, a CTA CTA exactly right. So if I go to the clarity 00:18:14.026 --> 00:18:18.394 - website and I go to one of my service pages, I go to design 00:18:18.394 --> 00:18:20.578 - award winning design. Your site dictates professional 00:18:20.578 --> 00:18:23.698 - interviewer say there's my 3 seconds, so that's kind of 00:18:23.698 --> 00:18:27.754 - cool. Here's my 30 seconds, so I have to talk about what I 00:18:27.754 --> 00:18:31.498 - think is going to be. That hook. I gotta set the hook 00:18:31.498 --> 00:18:35.554 - then is Sam said they're going to give me 3 minutes. So I 00:18:35.554 --> 00:18:39.298 - give just enough to read 3 minutes at the end of three 00:18:39.298 --> 00:18:39.610 - minutes. 00:18:40.840 --> 00:18:45.496 - Do you need help with your web design or mobile project? Boom? 00:18:45.496 --> 00:18:47.048 - CTA right, so perfect. 00:18:47.570 --> 00:18:49.088 - Now what is? 00:18:49.840 --> 00:18:52.440 - The 50 millisecond rule. 00:18:55.400 --> 00:19:00.368 - Riley The 50 milliseconds rule. 00:19:01.440 --> 00:19:02.470 - So. 00:19:04.470 --> 00:19:07.347 - Did you just Google it and it 00:19:07.347 --> 00:19:11.923 - did not? Cicely judge the page. Thank you. That's exactly right. 00:19:11.923 --> 00:19:16.927 - There was a gal. Her name was rosabeth Moss Kanter. She's a 00:19:16.927 --> 00:19:20.263 - Harvard Business professor. She's published 23 books. She's 00:19:20.263 --> 00:19:25.267 - known in the top 20 smartest business women in the world for 00:19:25.267 --> 00:19:29.437 - cash 20 years. She's brilliant. She did a Harvard Carnegie 00:19:29.437 --> 00:19:32.356 - Mellon University study that determined within 50 00:19:32.356 --> 00:19:36.109 - milliseconds of hitting and landing on a webpage. Your 00:19:36.109 --> 00:19:37.777 - subconscious brain has already 00:19:37.777 --> 00:19:40.168 - given. That Company of professionalism, a subconscious 00:19:40.168 --> 00:19:43.030 - professionalism score, so whenever I talk to clients and 00:19:43.030 --> 00:19:46.528 - they're like we really don't care about design, we just have 00:19:46.528 --> 00:19:50.344 - to have the content there. I'm like no you care about design 00:19:50.344 --> 00:19:54.160 - because you only have the first shot of making a first good 00:19:54.160 --> 00:19:57.658 - impression. We've all heard that we all understand what that is 00:19:57.658 --> 00:20:00.838 - right? That's basically the same thing as the 50 millisecond 00:20:00.838 --> 00:20:04.654 - rule, so it's always good, even if it's just a supporting page 00:20:04.654 --> 00:20:08.152 - written for SEO purposes. When you hit that page, let's at 00:20:08.152 --> 00:20:09.742 - least have a nice picture. 00:20:09.830 --> 00:20:13.610 - And the title right there so that we matched the 3 second 00:20:13.610 --> 00:20:17.390 - rule to let them know there in the right place. But more 00:20:17.390 --> 00:20:19.280 - importantly that we make a first 00:20:19.280 --> 00:20:24.280 - good impression. Right, so they go. Oh, and Chris says this all 00:20:24.280 --> 00:20:29.051 - the time I heard him say it this mornings call. He always says 00:20:29.051 --> 00:20:34.189 - stuff like when I look at that I want to do business with them 00:20:34.189 --> 00:20:38.226 - right? He always talks about what's the word. You use Chris, 00:20:38.226 --> 00:20:40.795 - it establish is credibility, right? It establishes 00:20:40.795 --> 00:20:45.199 - credibility and you want to do business with them. So the 50 00:20:45.199 --> 00:20:48.502 - milliseconds so design and structure of your content is 00:20:48.502 --> 00:20:52.172 - just as important as the COCRO value of the content. 00:20:52.220 --> 00:20:55.830 - Now, the structure of the content and how it looks 00:20:55.830 --> 00:20:59.079 - relies more on which the CEO or the CRO. 00:21:01.140 --> 00:21:01.820 - Sam 00:21:03.130 --> 00:21:05.225 - The 00:21:05.225 --> 00:21:11.379 - CIA. Correct, because if I come to the page, even though I 00:21:11.379 --> 00:21:15.438 - perfectly optimized the keywords and links for SCO, if the page 00:21:15.438 --> 00:21:19.866 - looks like **** you're not going to convert their not go forward, 00:21:19.866 --> 00:21:23.925 - right? So really, the structure and styling this 333 rule and 00:21:23.925 --> 00:21:27.246 - the 50 millisecond rule. This all applies to CRO. 00:21:27.860 --> 00:21:31.556 - Right 'cause we've done all the SCO we've done. The links we've 00:21:31.556 --> 00:21:34.636 - done. The anchor text. We've written all the content. We've 00:21:34.636 --> 00:21:37.716 - done everything we can to promote it. Somebody comes on 00:21:37.716 --> 00:21:41.412 - lands on the page and now the 50 millisecond 333 rule apply, 00:21:41.412 --> 00:21:44.184 - which are all literally about converting that client, getting 00:21:44.184 --> 00:21:45.416 - them to Hook read. 00:21:46.370 --> 00:21:52.402 - Fill out a call to action or whatever the maybe not fill out, 00:21:52.402 --> 00:21:57.506 - but watching video, whatever the call to action is right. Could 00:21:57.506 --> 00:22:02.610 - you repeat what you defined the 52nd, 50 milliseconds rule is 00:22:02.610 --> 00:22:07.714 - again yeah, so the 52nd millisecond rule is when a user 00:22:07.714 --> 00:22:11.890 - lands on a webpage within 50 milliseconds, their subconscious 00:22:11.890 --> 00:22:16.530 - brain has already established a reputable score or a reputation 00:22:16.530 --> 00:22:17.922 - or professionalism score. 00:22:17.940 --> 00:22:21.144 - To your company based on the 00:22:21.144 --> 00:22:23.940 - viewing. Professionalism of that 00:22:23.940 --> 00:22:28.077 - page. Right, so that's one of the reasons why, while you and 00:22:28.077 --> 00:22:30.747 - Chris been writing all these articles, that's why I've been 00:22:30.747 --> 00:22:33.951 - trying to go back through all the pages on the website and 00:22:33.951 --> 00:22:36.888 - make him pretty because I don't want your guys SCO to 00:22:36.888 --> 00:22:40.359 - promote them to land them on a page that looks like crap and 00:22:40.359 --> 00:22:43.830 - they bounce. So I have to come in and lowers work, Sir? Yeah, 00:22:43.830 --> 00:22:47.034 - this is all the CRL works, so you guys are really focused 00:22:47.034 --> 00:22:50.238 - heavily on bringing people to the party. I have to make sure 00:22:50.238 --> 00:22:51.573 - they have a good time. 00:22:52.720 --> 00:22:58.310 - I mean, that's kind of the nutshell we all know you have no 00:22:58.310 --> 00:23:00.460 - problem with that, that's right. 00:23:00.470 --> 00:23:04.243 - All right, So what would you call then? Riley, you and 00:23:04.243 --> 00:23:08.702 - Chris are working on this, So what would if I said I need 00:23:08.702 --> 00:23:13.161 - you and Chris to build out a media map or a media content 00:23:13.161 --> 00:23:16.934 - map? What is a medium app? What's a media content now? 00:23:18.020 --> 00:23:21.602 - You are you 00:23:21.602 --> 00:23:26.240 - referring to? The. 00:23:27.560 --> 00:23:34.625 - A media content map. So this is a new term, but my first swag is 00:23:34.625 --> 00:23:40.277 - if it does not have to do immediately with the imagery on 00:23:40.277 --> 00:23:45.929 - the website I would go to the structuring of how we display 00:23:45.929 --> 00:23:51.110 - our content. Yeah, this is actually a press term. This is 00:23:51.110 --> 00:23:58.175 - what I put together for. Let me kind of go in and show you site. 00:23:58.190 --> 00:24:01.400 - Architecture or something? I don't know what it is either. 00:24:01.400 --> 00:24:05.573 - Yeah, no. Let's go in and show you a biophysics if you come 00:24:05.573 --> 00:24:09.746 - down here, here is an outflow best content media map, so I put 00:24:09.746 --> 00:24:13.919 - a document together and I said OK. Now you could call this the 00:24:13.919 --> 00:24:17.129 - structure because it doesn't happen. So for these guys we 00:24:17.129 --> 00:24:20.981 - built this site brand new. They had no content. So yes, what 00:24:20.981 --> 00:24:24.512 - content? What topics? What are we going to write about? What 00:24:24.512 --> 00:24:28.043 - are all the different articles? What are the things for clearly 00:24:28.043 --> 00:24:31.184 - content architecture? I know, so 00:24:31.184 --> 00:24:35.468 - the first. Actually, this is an editorial calendar, so now what 00:24:35.468 --> 00:24:39.264 - are medium app is is for Chris and Riley instead of every week 00:24:39.264 --> 00:24:42.768 - on. Alright, crap, what do we write this week? And then you 00:24:42.768 --> 00:24:46.564 - just kind of roll the dice and wonder you sit down like Chris 00:24:46.564 --> 00:24:50.652 - did I don't know 456 weeks ago and said Hey, we now just have 00:24:50.652 --> 00:24:54.448 - this you AG we could do a case study. We can start talking 00:24:54.448 --> 00:24:57.076 - about buyers groups. That's a whole another industry. We've 00:24:57.076 --> 00:25:00.872 - got a great case study. We've got a great reference in gym. We 00:25:00.872 --> 00:25:02.332 - could really go after these 00:25:02.332 --> 00:25:05.750 - Byron groups. And so he could go on the editorial calendar and 00:25:05.750 --> 00:25:09.325 - say, Riley, we need Jen 20 new pieces of content in the next 00:25:09.325 --> 00:25:12.900 - two or three weeks for buyers groups and then ran in that same 00:25:12.900 --> 00:25:16.200 - meeting says, you know what? We also don't have. We only have 00:25:16.200 --> 00:25:19.225 - like one page that talks about marketplaces and Chris is like 00:25:19.225 --> 00:25:22.250 - you're right, that's something we need a bunch of content for. 00:25:22.250 --> 00:25:25.550 - So then correct? Chris and Riley will sit down. And in the 00:25:25.550 --> 00:25:28.850 - editorial calendar plan out the next 40 or 50 articles that were 00:25:28.850 --> 00:25:31.325 - going to write about marketplace. Now the reason an 00:25:31.325 --> 00:25:32.425 - editorial calendar is important 00:25:32.425 --> 00:25:35.994 - is because. Everything we do is around the champion strategy. 00:25:35.994 --> 00:25:40.097 - Well, if I have, which I do right now, a marketplace 00:25:40.097 --> 00:25:43.827 - champion on the clarity website and I have no supporting 00:25:43.827 --> 00:25:48.026 - articles. What's the likelihood that that one champion is gonna 00:25:48.026 --> 00:25:50.698 - show up and win and drive a lot 00:25:50.698 --> 00:25:55.350 - of business? Now it depends on the industry and how you need 00:25:55.350 --> 00:25:59.442 - to. The terms are on that page, but the likelihood there's lots 00:25:59.442 --> 00:26:02.511 - of marketplace solutions out, the likelihood is probably not 00:26:02.511 --> 00:26:06.603 - very well. So in part of our editorial strategy, we have to 00:26:06.603 --> 00:26:09.672 - know and define what the Champions are. Because remember, 00:26:09.672 --> 00:26:13.082 - we're not writing any content unless we're writing it to 00:26:13.082 --> 00:26:14.787 - either be a champion or 00:26:14.787 --> 00:26:17.850 - supported champion. But if we don't know what the Champions 00:26:17.850 --> 00:26:20.515 - are, we don't know the health of the Champions and we don't know 00:26:20.515 --> 00:26:21.540 - which keywords we want to 00:26:21.540 --> 00:26:25.842 - promote. Then we might as well just write anything we want. We 00:26:25.842 --> 00:26:29.062 - really don't Care 'cause it's not written to generate traffic 00:26:29.062 --> 00:26:32.604 - in our current strategy, so an editorial calendar is one term 00:26:32.604 --> 00:26:35.502 - that is used, especially after it's been structured, the 00:26:35.502 --> 00:26:39.688 - content or the media map is what sometimes they call it up front, 00:26:39.688 --> 00:26:43.230 - which could like Chris and Riley said, contain the structure of 00:26:43.230 --> 00:26:47.094 - the content for a new website, and then after we might convert 00:26:47.094 --> 00:26:51.280 - it to an editorial calendar that says, now, how are we going to 00:26:51.280 --> 00:26:56.190 - support and right? And what is our content strategy for these 00:26:56.190 --> 00:26:58.540 - 47 champions? Right? 00:26:59.250 --> 00:27:06.477 - OK, so medium app or whoops medium app or um editorial 00:27:06.477 --> 00:27:10.419 - calendar, right? OK, so how do 00:27:10.419 --> 00:27:14.350 - we know? I don't know if you guys can hear me. I'm 00:27:14.350 --> 00:27:15.680 - getting one of those bad network quality. 00:27:17.740 --> 00:27:23.732 - We can here right now. So OK, great. So how do we? And again 00:27:23.732 --> 00:27:29.296 - you can see here we never stop promoting so Riley, tell me a 00:27:29.296 --> 00:27:34.004 - little bit how you and Chris no which champions or which 00:27:34.004 --> 00:27:38.712 - keywords you're gonna write for. Let's say we have no editorial 00:27:38.712 --> 00:27:42.992 - calendar which is fine because there's still a really good 00:27:42.992 --> 00:27:46.844 - strategy without an editorial calendar, right? So what would 00:27:46.844 --> 00:27:52.190 - you do? If Chris said hey Riley, can you queue up 20 articles for 00:27:52.190 --> 00:27:57.370 - next week and let me know what they are so I can do some 00:27:57.370 --> 00:28:01.810 - recordings? What would give you some clues as to what we might 00:28:01.810 --> 00:28:06.250 - need or should write about on our website? Yeah, so there are 00:28:06.250 --> 00:28:09.950 - actually three different things that I think about and look 00:28:09.950 --> 00:28:13.650 - into. The first being. Are there any marketing initiatives we 00:28:13.650 --> 00:28:15.870 - would like to branch off in? 00:28:15.900 --> 00:28:20.004 - That's kind of my first thought process. My second or is all 00:28:20.004 --> 00:28:23.766 - concurrent. The second would be and it shows right there. You 00:28:23.766 --> 00:28:27.528 - know, monitoring mods how your campaigns are doing. I want to 00:28:27.528 --> 00:28:32.316 - actually see how are my keywords doing. If I see all of a sudden 00:28:32.316 --> 00:28:35.736 - manufacturing keywords abroad are starting to go down. I know 00:28:35.736 --> 00:28:40.182 - hey we need to freshen up that content and we need new content 00:28:40.182 --> 00:28:43.944 - based around said topic or keyword. Now the next way and 00:28:43.944 --> 00:28:45.996 - this also can act as well. 00:28:46.050 --> 00:28:52.086 - Uh, a way of discovery is in Webmaster tools. I can actually 00:28:52.086 --> 00:28:56.412 - see. What the top 1000 keywords are that Google has 00:28:56.412 --> 00:29:00.460 - served up our website and some of these? I'm not tracking 00:29:00.460 --> 00:29:04.876 - them and I didn't even know about them, so those are kind 00:29:04.876 --> 00:29:09.292 - of the but I can see that Google's ranking me for them 00:29:09.292 --> 00:29:13.340 - and so that could be areas of or newly discovered marking 00:29:13.340 --> 00:29:17.388 - and initiatives. So this is kind of like my three pronged 00:29:17.388 --> 00:29:20.332 - approach at figuring out what to write for. 00:29:21.830 --> 00:29:25.235 - OK, I love it and I love what you said. So what I'm trying to 00:29:25.235 --> 00:29:28.413 - do is fine. It's right there but I also had one that was all 00:29:28.413 --> 00:29:32.444 - colored up. So I'm trying to find that one real quick. Is it 00:29:32.444 --> 00:29:36.104 - this one or the other one right in front of it? Was this one? I 00:29:36.104 --> 00:29:39.032 - believe no. Gosh, Dang where the heck did I put it? Clarity, 00:29:39.032 --> 00:29:41.472 - word performance. That's The One I wanted. OK, well, let's 00:29:41.472 --> 00:29:42.448 - just open this one. 00:29:45.010 --> 00:29:49.476 - I had one that was color coded, so I'm sorry that I don't do 00:29:49.476 --> 00:29:51.709 - that, so this is the one where, 00:29:51.709 --> 00:29:53.550 - uh, right is. I'm going to. 00:29:54.540 --> 00:29:58.102 - Trying to make it a little bigger here so we can send her 00:29:58.102 --> 00:29:59.198 - these and then kinda. 00:30:02.700 --> 00:30:04.260 - Alright, is a little bit better. 00:30:05.100 --> 00:30:09.016 - OK, so. This 00:30:09.016 --> 00:30:14.780 - is where. We, Chris Riley, Jerry and I had a conversation last 00:30:14.780 --> 00:30:19.257 - week about an article we've got about onion architecture and why 00:30:19.257 --> 00:30:24.141 - did we talk about it? Well, Jerry went in here and found 00:30:24.141 --> 00:30:29.025 - that in the last three months we had almost 2000 impressions. So 00:30:29.025 --> 00:30:32.688 - when somebody went out looking for information about onion 00:30:32.688 --> 00:30:36.758 - architecture on the Internet, Google served us up 19155 times 00:30:36.758 --> 00:30:41.235 - in the last three months. The previous three months served us 00:30:41.235 --> 00:30:43.680 - up. 1600 times 00:30:44.530 --> 00:30:47.905 - January through March we were averaging position between 6:00 00:30:47.905 --> 00:30:52.405 - and 7:00 in the last three months we moved up to positions 00:30:52.405 --> 00:30:57.280 - four to five on page one and January to March 23 or 83. 00:30:57.280 --> 00:31:01.780 - People clicked and came to our website to read that article. In 00:31:01.780 --> 00:31:03.655 - the last three months, 135. 00:31:04.230 --> 00:31:07.530 - So Jerry came to us and said, how was onion architecture 00:31:07.530 --> 00:31:08.730 - important to you guys? 00:31:09.300 --> 00:31:12.364 - Unfortunately, it's not very important to us, however. 00:31:13.090 --> 00:31:16.038 - The reason we care is this right here, because whatever we're 00:31:16.038 --> 00:31:18.718 - doing, whatever we've done on our website, we're starting to 00:31:18.718 --> 00:31:22.202 - rank and do really well in the top five positions in the entire 00:31:22.202 --> 00:31:24.614 - Internet. This particular article about onion. So if we 00:31:24.614 --> 00:31:27.830 - can do something to that page that when people come and read 00:31:27.830 --> 00:31:31.582 - about onion, we can get them to convert or watch a video or fill 00:31:31.582 --> 00:31:34.798 - out a form or do something this right. Here is a great 00:31:34.798 --> 00:31:38.282 - opportunity, so we may want to go out and do an email campaign 00:31:38.282 --> 00:31:41.230 - about this. We may want to go write some more supporting 00:31:41.230 --> 00:31:44.446 - articles and move it from position 4.7 nine and see if we 00:31:44.446 --> 00:31:46.322 - can get up into the top three. 00:31:46.370 --> 00:31:49.600 - Whatever, so this is the second half what Riley just 00:31:49.600 --> 00:31:53.153 - said. I may want to go into Webmaster tools and find 00:31:53.153 --> 00:31:56.706 - keywords that I'm ranking are doing well for that. I don't 00:31:56.706 --> 00:31:59.936 - even know about or I'm not tracking. So, for example, 00:31:59.936 --> 00:32:00.259 - Dotnetnuke. 00:32:01.390 --> 00:32:03.130 - Patrick, what's Dotnetnuke? 00:32:06.960 --> 00:32:09.420 - Um, like the platform, Sir. 00:32:10.150 --> 00:32:13.228 - Well, I don't know What is this word dotnetnuke. 00:32:14.820 --> 00:32:21.456 - 'cause it doesn't exist anymore, right? As far as 2014 April of 00:32:21.456 --> 00:32:26.986 - 2014, DNN renamed their platform from Dotnetnuke to DNN. So 00:32:26.986 --> 00:32:31.410 - technically, dotnetnuke doesn't exist except for people running 00:32:31.410 --> 00:32:38.046 - really super old versions of the net. Nukes EMS, right? Yet you 00:32:38.046 --> 00:32:40.258 - look at this and. 00:32:41.140 --> 00:32:46.816 - It was served up over 12,000 times in the last three months 00:32:46.816 --> 00:32:49.654 - when people were searchingfor.net nuke, we're 00:32:49.654 --> 00:32:54.384 - ranking on the first page and even improving from position 00:32:54.384 --> 00:32:59.587 - eight. Position nine are click through rate, went from .6 to 00:32:59.587 --> 00:33:06.209 - 1%, so 1% of everybody that sees this. So 1% of 129 is roughly 00:33:06.209 --> 00:33:11.412 - 129, right? So here's 126 clicks, so we're almost a full 00:33:11.412 --> 00:33:15.510 - percent. Everytime Google serves us up, they had come to our 00:33:15.510 --> 00:33:19.854 - website. We had 126 people visit our website in the last three 00:33:19.854 --> 00:33:22.750 - months searching for Dotnetnuke, which doesn't even exist 00:33:22.750 --> 00:33:26.732 - anymore. So Sam. Why is knowing that piece of information right 00:33:26.732 --> 00:33:29.990 - there important to Riley and Chris and or me? 00:33:32.400 --> 00:33:36.640 - Well. 00:33:39.040 --> 00:33:41.920 - It changes who you're. 00:33:42.430 --> 00:33:46.920 - Here, um writing this content for right, like Shirley who 00:33:46.920 --> 00:33:52.308 - because down here line 24 is DNN. We were served up January 00:33:52.308 --> 00:33:57.247 - 8000 times in the last three months, over 13,000 times. But 00:33:57.247 --> 00:34:02.635 - we're ranking down on page 2. So look how much traffic we're 00:34:02.635 --> 00:34:07.125 - generating from people searching for DNN, which is the current 00:34:07.125 --> 00:34:12.064 - live platform that we're trying to rank well for. Yeah, we're 00:34:12.064 --> 00:34:13.860 - not doing really well. 00:34:13.900 --> 00:34:17.882 - What we are doing really well for Dotnetnuke. So maybe we 00:34:17.882 --> 00:34:21.864 - capitalized. We need to promote more DNN articles to get this 00:34:21.864 --> 00:34:27.656 - ranking from 16 to 13 to 10 and get up on the page one. So when 00:34:27.656 --> 00:34:32.000 - people start searching for DNN, we show up. So when we write 00:34:32.000 --> 00:34:35.982 - these DN articles, what is one of the main keyword variations? 00:34:35.982 --> 00:34:37.430 - I'm going to include? 00:34:38.650 --> 00:34:43.370 - Dotnetnuke.net new exactly because still I mean almost 00:34:43.370 --> 00:34:49.270 - 13,000 just over 13,000. There are still almost exactly the 00:34:49.270 --> 00:34:54.580 - same number of people still searchingfor.net. Nuke as DNN. 00:34:55.360 --> 00:34:58.375 - We just have more content on our website optimizedfor.net 00:34:58.375 --> 00:35:02.060 - nuke because we had that from 1012 years before. I really 00:35:02.060 --> 00:35:05.410 - got here. Chris had already written a bunch of SCO 00:35:05.410 --> 00:35:08.090 - content about.net nuke, 'cause That's what it was 00:35:08.090 --> 00:35:11.775 - called back then, right? So we have lots of stuff about 00:35:11.775 --> 00:35:14.790 - Dotnetnuke. We have less stuff about DNM 'cause that's 00:35:14.790 --> 00:35:18.810 - hasn't even. It was only born 2014 so but this right here 00:35:18.810 --> 00:35:22.160 - tells me I cannot walk away from that old term. 00:35:23.520 --> 00:35:26.760 - Right, yeah, so as we're going 00:35:26.760 --> 00:35:32.280 - through this. How do I know what we want to write about 00:35:32.280 --> 00:35:32.984 - 1:00, right? 00:35:34.290 --> 00:35:35.530 - Editorial map 00:35:37.350 --> 00:35:40.969 - Alright, I might have some things in my editorial map. I 00:35:40.969 --> 00:35:45.575 - might go into an Maus is just one of those tools that you can 00:35:45.575 --> 00:35:49.523 - see your keyword performance, so I don't even really need to have 00:35:49.523 --> 00:35:53.142 - mods here, right? It could be Webmaster tools or mods or 00:35:53.142 --> 00:35:57.090 - anything, or that report that I just showed you was an export 00:35:57.090 --> 00:35:59.722 - from Google Webmaster tools. So basically keyword performance, 00:35:59.722 --> 00:36:03.005 - right remember? Our articles are optimized for four keywords, 00:36:03.005 --> 00:36:06.250 - right? The keyword ends three variants, so the way Riley knows 00:36:06.250 --> 00:36:09.790 - if that champion is working as he's going to go into Google 00:36:09.790 --> 00:36:13.330 - Analytics and he's going to see the pages and how many times 00:36:13.330 --> 00:36:16.575 - they are visited track there, make sure that the Champions are 00:36:16.575 --> 00:36:19.820 - doing well and if they're not doing well, he might promote 00:36:19.820 --> 00:36:23.655 - them and then part of the way he knows which keywords to right. 00:36:23.655 --> 00:36:26.900 - Because remember not to promote the champion. He's not going to 00:36:26.900 --> 00:36:29.850 - write another page that's going to compete with the champion. 00:36:30.460 --> 00:36:32.953 - He's going to write a page that what Sam? 00:36:37.560 --> 00:36:42.366 - Well, it right. Two things. We write champions or. 00:36:42.370 --> 00:36:45.974 - Supporting page. And the 00:36:45.974 --> 00:36:49.528 - supporting pages. What are the keywords on the 00:36:49.528 --> 00:36:50.452 - supporting pages Patrick? 00:36:53.680 --> 00:36:56.550 - Um? 00:37:02.270 --> 00:37:05.870 - Not, uh. 00:37:07.000 --> 00:37:11.790 - The keywords of supporting pages that basically points it too. 00:37:13.240 --> 00:37:14.990 - Or based on what the list is? 00:37:15.570 --> 00:37:18.670 - Telling us right or potentially maybe not right? Maybe Chris 00:37:18.670 --> 00:37:22.700 - just came up with a new idea to write about buyers groups, so 00:37:22.700 --> 00:37:26.420 - Riley spent a day and he wrote 2000 words. You wrote this 00:37:26.420 --> 00:37:29.830 - really nice super cool champion page for fires groups, which is 00:37:29.830 --> 00:37:33.550 - like you AG right? So now listen, we got this buyers group 00:37:33.550 --> 00:37:36.650 - so it's kind of like a master distributor. Portal vendors 00:37:36.650 --> 00:37:39.750 - really cool marketplace. It's something we really can hit home 00:37:39.750 --> 00:37:44.090 - runs doing and make a lot of money on that. That would be a 00:37:44.090 --> 00:37:45.640 - perfect thing if we could 00:37:45.640 --> 00:37:50.604 - generate. 20 new leads a month on that man, Chris and I would 00:37:50.604 --> 00:37:55.570 - be dancing a jig, right? So now Riley has to promote, right so? 00:37:56.780 --> 00:37:58.958 - Riley, let's say to tell you what first thing right is 00:37:58.958 --> 00:38:01.532 - going to do is he might do a little Google search or he's 00:38:01.532 --> 00:38:04.106 - going to pick up the phone and call Chris. And what is he 00:38:04.106 --> 00:38:04.898 - going to ask Chris? 00:38:08.800 --> 00:38:10.828 - Ask Chris, huh? 00:38:11.400 --> 00:38:16.119 - You just Chris just gave you Chris. Just recorded he's gonna 00:38:16.119 --> 00:38:20.838 - ask for all the details, long tail keywords and nuances. Thank 00:38:20.838 --> 00:38:25.557 - you because all the supporting pages aren't going to be written 00:38:25.557 --> 00:38:30.276 - about buyers group and compete with the champion. It's going to 00:38:30.276 --> 00:38:33.708 - be buyers group vendor registration buyers, group LTL 00:38:33.708 --> 00:38:37.998 - shipping, buyers group. It's all the long tail keywords that 00:38:37.998 --> 00:38:40.572 - relat to cool details or cool 00:38:40.572 --> 00:38:42.930 - features within. Or related to. 00:38:43.630 --> 00:38:47.491 - A buyers group solution that clarity can deliver, so it might 00:38:47.491 --> 00:38:51.703 - not even be anything about the feature. Chris may write one and 00:38:51.703 --> 00:38:54.511 - that says improve customer satisfaction or improve revenue 00:38:54.511 --> 00:38:58.372 - margins with the buyers group platform. So the whole thing is 00:38:58.372 --> 00:39:01.180 - optimized around buyers, group revenue recognition, or buyers. 00:39:01.180 --> 00:39:05.041 - Group gross and. Net margins, right? But that's a long tail 00:39:05.041 --> 00:39:08.551 - keyword. But then within that because it's related to buyers 00:39:08.551 --> 00:39:12.412 - group and he's talking about buyers groups. He can then embed 00:39:12.412 --> 00:39:15.220 - the four keywords pointing to the buyers group. 00:39:15.250 --> 00:39:19.354 - Champion, so now if somebody goes out going Gosh can I make 00:39:19.354 --> 00:39:23.116 - more money with my buyers group solution and they might find 00:39:23.116 --> 00:39:26.536 - that second article and then obviously is they're going to 00:39:26.536 --> 00:39:30.640 - read it. They're going to see the four links to the champion. 00:39:30.640 --> 00:39:35.086 - We hope they click on one of those links, go to the champion 00:39:35.086 --> 00:39:39.190 - and then the champion bird. Some right? So part of the keyword 00:39:39.190 --> 00:39:42.268 - performance is true. However part might be what keywords? 00:39:43.170 --> 00:39:45.180 - Can I come up with? 00:39:46.750 --> 00:39:49.730 - That will promote a. 00:39:52.040 --> 00:39:55.100 - Champion that's either new. 00:39:55.710 --> 00:39:57.669 - Or needs promoting. 00:39:58.870 --> 00:40:02.445 - Right, So what happens when Riley goes out? He looks in 00:40:02.445 --> 00:40:06.670 - mas or one of the tools and he sees that our beta BE 00:40:06.670 --> 00:40:09.270 - Commerce platform keyword dropped from #2 to #8. 00:40:10.740 --> 00:40:14.340 - He's gonna sit down with Chris and have a strategy session and 00:40:14.340 --> 00:40:18.240 - go. We need some more articles to pump backup RB to BE Commerce 00:40:18.240 --> 00:40:21.840 - solution. What are some of the things that we could write about 00:40:21.840 --> 00:40:25.140 - and then they'll come up with a bunch of different things, 00:40:25.140 --> 00:40:28.740 - right? He might go do the keyword research on that to see 00:40:28.740 --> 00:40:32.040 - which keyword terms have a lot of searches and low competition, 00:40:32.040 --> 00:40:35.040 - and then they'll go put together. Kind of on the 00:40:35.040 --> 00:40:37.740 - editorial calendar. Those 1314 twenty topics. And then they'll 00:40:37.740 --> 00:40:38.940 - start cranking out articles. 00:40:40.000 --> 00:40:43.894 - Right, so you can see this is this isn't rocket scientists. 00:40:43.894 --> 00:40:47.080 - It's very rocket science. Sorry, rocket science. It's very 00:40:47.080 --> 00:40:50.620 - tedious, but it's very tactical, very strategic. It's this lever 00:40:50.620 --> 00:40:54.514 - needs to be pulled and the result of pulling this lever 00:40:54.514 --> 00:40:59.470 - does X. If we can pull that lever then it guides the user to 00:40:59.470 --> 00:41:03.364 - this page. If we follow the 333 and 50 milliseconds ruleville 00:41:03.364 --> 00:41:07.612 - convert. If they convert though, go to the champion. If they go 00:41:07.612 --> 00:41:11.152 - to the champion, it's optimized. It looks really good for 00:41:11.152 --> 00:41:12.214 - convert, you know. 00:41:12.260 --> 00:41:15.260 - It's targeted convergence, so every single thing kind of leads 00:41:15.260 --> 00:41:19.460 - to the other. It really is like a recipe, you know, add the dry 00:41:19.460 --> 00:41:23.060 - ingredients first, stir them up. Slowly mix in the eggs. Then you 00:41:23.060 --> 00:41:27.260 - add the milk. Then you have to be, but not too long. Then I 00:41:27.260 --> 00:41:30.860 - mean if you put a recipe together in the wrong order, we 00:41:30.860 --> 00:41:34.160 - all know without even talking through it, it's going to fail 00:41:34.160 --> 00:41:38.700 - right? Pretty clear. But if in this recipe we do everything 00:41:38.700 --> 00:41:42.990 - right through the steps, then the cookies come out and they're 00:41:42.990 --> 00:41:46.110 - wonderful and people love our clarity solutions, so. 00:41:46.680 --> 00:41:50.658 - I don't know what the percentage is now. I would say early on, 00:41:50.658 --> 00:41:54.024 - uh, it was just through sheer hard brute force and Chris 00:41:54.024 --> 00:41:57.696 - making phone calls and and a few things like that. But somewhere 00:41:57.696 --> 00:42:01.368 - in the middle it became a little easier to generate leads and 00:42:01.368 --> 00:42:05.040 - that's when the site was doing really really well for SEO and 00:42:05.040 --> 00:42:09.324 - driving a lot of clicks and a lot of stuff we still do that. 00:42:09.324 --> 00:42:12.384 - But now we're treating clients really well where servicing them 00:42:12.384 --> 00:42:16.362 - really well. We probably I think Chris last time you and I spoke 00:42:16.362 --> 00:42:18.198 - you said it could be upwards 00:42:18.198 --> 00:42:22.000 - sometimes of 30%. Sometimes upwards of 30% of new projects 00:42:22.000 --> 00:42:26.510 - in a month will be either return customers or referrals from 00:42:26.510 --> 00:42:31.020 - clients, right? So SCO has always, at least in the middle 00:42:31.020 --> 00:42:34.300 - part of our company, been really, really important, 00:42:34.300 --> 00:42:38.400 - generates more leads and more business for clarity than any 00:42:38.400 --> 00:42:42.500 - other activity we do now. Fortunately, we've been able to 00:42:42.500 --> 00:42:46.190 - find additional activities like Jeremy going out, doing some 00:42:46.190 --> 00:42:49.060 - marketing activities, proactive marketing, reach out, we're 00:42:49.060 --> 00:42:51.110 - doing an ABM marketing program 00:42:51.110 --> 00:42:54.844 - with sage. We're doing paper click were doing other things 00:42:54.844 --> 00:42:59.563 - too, but SCO still is the gift that keeps on giving. It is 00:42:59.563 --> 00:43:04.282 - still the thing that as long as we keep feeding the engine and 00:43:04.282 --> 00:43:07.549 - we fertilize the website the proper way, everything continues 00:43:07.549 --> 00:43:11.542 - to grow. Everything continues to Bloom and it produces it just 00:43:11.542 --> 00:43:14.809 - does. It's literally that important, so you'll hear, say, 00:43:14.809 --> 00:43:19.528 - all the time we never stop promoting and the way I like to 00:43:19.528 --> 00:43:21.706 - write it. If you're not writing 00:43:21.706 --> 00:43:24.706 - a champion. Then your then it's a supporter, right? 'cause we 00:43:24.706 --> 00:43:25.926 - only write two different types 00:43:25.926 --> 00:43:31.470 - of things. No, not completely true. If we're doing a brand new 00:43:31.470 --> 00:43:35.214 - website, we have informational pages like contact us about 00:43:35.214 --> 00:43:38.958 - clarity, meet the team. We've got stuff that's informational 00:43:38.958 --> 00:43:43.118 - pages, but I'm talking strictly within my SCO content writing 00:43:43.118 --> 00:43:47.278 - strategy. Now that the websites bill everything we're writing is 00:43:47.278 --> 00:43:51.866 - either too. Promote a service or product offering that we 00:43:51.866 --> 00:43:56.013 - have or to support one of the Champions that reflects an 00:43:56.013 --> 00:43:59.783 - promotes one of our services or products that we have. 00:44:03.390 --> 00:44:04.050 - Clear. 00:44:05.160 --> 00:44:11.049 - I love it alright Chris, tell me why we want to support monitor 00:44:11.049 --> 00:44:16.938 - an support to try to keep a top three position. Why top three? 00:44:16.938 --> 00:44:19.203 - Is that a magical number? 00:44:20.520 --> 00:44:24.669 - It's so, so magical because it gets the disproportionate 00:44:24.669 --> 00:44:30.201 - majority. I think it's like 87% or like 93% of the clicks. 00:44:31.140 --> 00:44:34.060 - So right it from the organic clicks, you're probably right. 00:44:34.060 --> 00:44:37.564 - It's really, really high from all the clicks. I mean, we also 00:44:37.564 --> 00:44:41.944 - have like 3 or 4 ads at the top of the page. We usually have 00:44:41.944 --> 00:44:45.156 - some ads now in the right sidebar they've now added for 00:44:45.156 --> 00:44:48.952 - additional ads at the bottom of the page. As far as the organic 00:44:48.952 --> 00:44:52.164 - traffic that's clicked on when somebody does a search and comes 00:44:52.164 --> 00:44:56.353 - too. The search results right if they go in and do web 00:44:56.353 --> 00:44:59.283 - developer in Austin, TX. There's the adds up top. There 00:44:59.283 --> 00:45:03.385 - might be a few people click on those ads. There might be a few 00:45:03.385 --> 00:45:06.901 - people to click on something in the right sidebar, but if the 00:45:06.901 --> 00:45:11.003 - 37% out of 100 people are going to click on the result that is 00:45:11.003 --> 00:45:12.468 - in the top organic position. 00:45:13.930 --> 00:45:17.542 - Another 12 1/2 in position two another 10% in three and then 00:45:17.542 --> 00:45:21.756 - you can see it trails off right so you heard me a couple times 00:45:21.756 --> 00:45:26.271 - saying we have to get on Page 1 which is the top 10 results or 00:45:26.271 --> 00:45:29.582 - the likelihood of us being clicked on is less than maybe 00:45:29.582 --> 00:45:32.893 - 1% right? So if we're on page 2 we don't exist. 00:45:34.060 --> 00:45:37.994 - Right, but at least on page one you know one or two people might 00:45:37.994 --> 00:45:41.928 - click on us if we're in the bottom 5. But if we get the 00:45:41.928 --> 00:45:43.052 - position 3 or better. 00:45:44.280 --> 00:45:47.020 - Right, that's where we really start kicking, but that's where 00:45:47.020 --> 00:45:49.486 - we really start getting. As Chris said, a disproportionate 00:45:49.486 --> 00:45:53.322 - amount of the clicks we get a lion share of the business if we 00:45:53.322 --> 00:45:54.966 - can get in the top three. 00:45:55.530 --> 00:45:59.560 - So that's why when we said in this this article a second ago, 00:45:59.560 --> 00:46:03.590 - Riley and I'm just making sure that you guys made sense of what 00:46:03.590 --> 00:46:07.310 - he said here. He says I need to track my keyword performance. 00:46:07.310 --> 00:46:10.410 - OK, well that's a very subjective term. So what is 00:46:10.410 --> 00:46:11.650 - Riley really tracking Patrick? 00:46:15.290 --> 00:46:19.514 - The how well the keywords and how does he do that? 00:46:20.310 --> 00:46:23.665 - Get deep, get technical. When we say keep word performance, what 00:46:23.665 --> 00:46:27.020 - am I really saying? I just explained it in that graphic. 00:46:28.860 --> 00:46:32.743 - Uh, how many times your peers, an, uh? What percentage of 00:46:32.743 --> 00:46:37.276 - people are? Clicking the first right here, the positions the 00:46:37.276 --> 00:46:40.669 - positions. So when he's writing positions and I kind 00:46:40.669 --> 00:46:45.193 - of wrote it right here, where did I put it right here? 00:46:46.460 --> 00:46:51.380 - Right so Riley could go into one of the tools he could look at a 00:46:51.380 --> 00:46:55.316 - keyword. That last week was in position two and this week it's 00:46:55.316 --> 00:47:00.000 - in position 5. That's a huge red flag because last week we were 00:47:00.000 --> 00:47:04.710 - in the top three. It just fell out of the top three. So if he 00:47:04.710 --> 00:47:08.478 - in Chris very quickly right, one or two articles that may, that 00:47:08.478 --> 00:47:13.188 - may be all it takes to get right back up into the top three. So 00:47:13.188 --> 00:47:16.956 - that right that very next week is a really, really, really good 00:47:16.956 --> 00:47:18.526 - opportunity. The more it falls 00:47:18.526 --> 00:47:22.690 - down. Why are they falling down? Sam, what the heck is 00:47:22.690 --> 00:47:23.330 - falling down? 00:47:26.700 --> 00:47:33.860 - Would you? Say Why or what the reason? 00:47:33.860 --> 00:47:34.960 - Um? 00:47:38.010 --> 00:47:43.338 - I wanna see that it's because other sites are exactly spot on. 00:47:43.338 --> 00:47:47.778 - Yes, keep going with that. That's exactly what it is. 00:47:47.790 --> 00:47:50.870 - Writing better content that's ranking better not necessarily 00:47:50.870 --> 00:47:54.335 - writing better content ranking better, but Google as its 00:47:54.335 --> 00:47:57.800 - indexing everything on the Internet next week thought there 00:47:57.800 --> 00:48:01.650 - were three additional pieces on the Internet that were more 00:48:01.650 --> 00:48:05.115 - relevant for that particular keyword than our piece of 00:48:05.115 --> 00:48:08.965 - content right and the reason that happens is because content 00:48:08.965 --> 00:48:10.890 - is constantly being generated by 00:48:10.890 --> 00:48:14.708 - everybody. Right, it could have been Wikipedia, right? It's not 00:48:14.708 --> 00:48:17.920 - necessarily a competitor, but it could have been a competitor. Or 00:48:17.920 --> 00:48:21.424 - it could have been a Wikipedia article. It could have been a 00:48:21.424 --> 00:48:24.928 - blog post. It could have been a YouTube channel. It could have 00:48:24.928 --> 00:48:28.432 - been a press release. It could have been a CNN news article 00:48:28.432 --> 00:48:31.644 - that somebody wrote about Covid. It doesn't really matter what it 00:48:31.644 --> 00:48:35.148 - is. Every bit of that content that goes out on the Internet. 00:48:35.148 --> 00:48:38.652 - Google is indexing and all Google does is serve up the most 00:48:38.652 --> 00:48:42.448 - relevant content for a keyword that is typed in. So if we were 00:48:42.448 --> 00:48:43.616 - positioned to last week. 00:48:43.650 --> 00:48:47.570 - And now we're positioned five that mean Google determined that 00:48:47.570 --> 00:48:51.490 - there were three pieces of collateral that have now become 00:48:51.490 --> 00:48:53.842 - more relevant than us with that 00:48:53.842 --> 00:48:57.636 - keyword. So how do we become more relevant for 00:48:57.636 --> 00:48:58.692 - that keyword, Patrick? 00:49:00.440 --> 00:49:07.468 - We write more or we put out more content. And Yep, Yep so we 00:49:07.468 --> 00:49:09.978 - gotta couple. We either improve 00:49:09.978 --> 00:49:13.530 - the champion. So Riley's consistently looking back at the 00:49:13.530 --> 00:49:16.390 - Champions when one of these keywords go down. It goes well. 00:49:16.390 --> 00:49:19.510 - Who's the champion? Oh my gosh that champions, not even the new 00:49:19.510 --> 00:49:22.890 - style that champion needs to be updated so he goes and throws it 00:49:22.890 --> 00:49:26.530 - on my list for me to clean up an update and rewrite the content. 00:49:26.530 --> 00:49:29.910 - You know, so we may have to just make the champion better because 00:49:29.910 --> 00:49:33.030 - the reason was ranking so well. It was around for eight years 00:49:33.030 --> 00:49:35.890 - and longevity plays a part of ranking. So Chris wrote it 00:49:35.890 --> 00:49:39.010 - before I got here eight years ago and it's just ranked really 00:49:39.010 --> 00:49:41.870 - well for a long time. Well, now there's finally enough content 00:49:41.870 --> 00:49:43.430 - that as Sam just said, is 00:49:43.430 --> 00:49:46.856 - written better. Or Google now thinks is more relevant than 00:49:46.856 --> 00:49:50.838 - that. So maybe the champion just needs to be updated and 00:49:50.838 --> 00:49:54.458 - refreshed, right? Or is Patrick just said if the Champions 00:49:54.458 --> 00:49:59.164 - perfect then we have to go find three or four more long tail 00:49:59.164 --> 00:50:03.146 - keywords related to the champion and go write some more blog 00:50:03.146 --> 00:50:07.128 - posts or articles an promote the Champions more so now when 00:50:07.128 --> 00:50:11.834 - Google comes back and crawls the site it says oh last week there 00:50:11.834 --> 00:50:16.178 - were 97 things voting for this. Now there's 104 voting for that. 00:50:16.190 --> 00:50:17.961 - A lot more votes, a lot more 00:50:17.961 --> 00:50:23.293 - content. And then we pop back up. So that would be something 00:50:23.293 --> 00:50:28.610 - going down. Now I have or what's in or Riley mentioned it 00:50:28.610 --> 00:50:32.757 - earlier, so Riley Watson if it's not going down in Maus. 00:50:33.880 --> 00:50:36.707 - What might be another option? You said it when you were 00:50:36.707 --> 00:50:39.277 - talking about Webmaster tools might tell you some things. Your 00:50:39.277 --> 00:50:40.819 - ranking for you don't even know 00:50:40.819 --> 00:50:45.950 - your ranking for. Correct, uh, any of these new ones 00:50:45.950 --> 00:50:50.750 - are going to be marketing initiatives that, um, we may 00:50:50.750 --> 00:50:56.030 - be able to capture on right? So maybe there's a keyword 00:50:56.030 --> 00:50:59.870 - that Riley and Chris didn't specifically right about, 00:50:59.870 --> 00:51:02.270 - but because of the content. 00:51:03.700 --> 00:51:07.353 - What's the word? I'm looking for the mix of the content we have 00:51:07.353 --> 00:51:10.163 - on our website. We have enough things talking about business 00:51:10.163 --> 00:51:13.816 - automation. That's a term we use a lot of times when we talk 00:51:13.816 --> 00:51:17.188 - about integration, but it's not one of the keywords that I write 00:51:17.188 --> 00:51:20.279 - about, right, but it's something that every time we talk about 00:51:20.279 --> 00:51:23.089 - integration, we talk about business automation. So all of a 00:51:23.089 --> 00:51:26.461 - sudden, out of the Blue, Riley goes and looks at that report 00:51:26.461 --> 00:51:29.271 - and it say in the last three months, business automation 00:51:29.271 --> 00:51:32.924 - jumped up and you guys are served up on the home page. You 00:51:32.924 --> 00:51:34.610 - know, in the first 10 results. 00:51:34.610 --> 00:51:35.870 - For business automation. 00:51:36.510 --> 00:51:41.032 - Right, we might look at that and go. Oh wow, here's a new one 00:51:41.032 --> 00:51:44.908 - coming up. We're on the first page. We generated 40 clicks. We 00:51:44.908 --> 00:51:48.138 - probably didn't generate any business because we don't have a 00:51:48.138 --> 00:51:51.045 - web page called business automation. We don't have a 00:51:51.045 --> 00:51:53.629 - champion that talks about business automation and how 00:51:53.629 --> 00:51:55.890 - we're experts in business automation. It's an 00:51:55.890 --> 00:51:58.797 - afterthought, talked about on integration pages, so Riley and 00:51:58.797 --> 00:52:02.027 - Chris might see that and go, huh? Maybe business automation 00:52:02.027 --> 00:52:05.580 - is something we really do specialize in. We do it through 00:52:05.580 --> 00:52:08.164 - integration, but that's something we should talk about. 00:52:08.250 --> 00:52:12.122 - And we're ranking really well according to Google, so that's a 00:52:12.122 --> 00:52:15.994 - new opportunity for us to capitalize on. So when Riley is 00:52:15.994 --> 00:52:19.162 - doing keyword performance, what that really means is he's 00:52:19.162 --> 00:52:22.682 - looking at all the different keywords that Google answers the 00:52:22.682 --> 00:52:25.850 - call and serves up clarity content for anything anybody 00:52:25.850 --> 00:52:30.426 - types in the Internet. If Google serves up us right, he wants to 00:52:30.426 --> 00:52:35.002 - see that and see how often we get served up, what position we 00:52:35.002 --> 00:52:38.170 - get served up, and does anybody click through that. 00:52:38.850 --> 00:52:42.246 - And then we look at those pages and start tracking that, right? 00:52:42.900 --> 00:52:45.980 - So now all of a sudden by doing that over the course of a 00:52:45.980 --> 00:52:49.890 - handful of years. Chris and me and Riley we put together a list 00:52:49.890 --> 00:52:52.590 - of keywords that are our core clarity keyword business terms 00:52:52.590 --> 00:52:55.560 - that we have champions for that we constantly right. We talk 00:52:55.560 --> 00:52:58.800 - about it. I put it in collateral. I use them as tips 00:52:58.800 --> 00:53:02.310 - when I talk about demos. We just we know, right? We've got some 00:53:02.310 --> 00:53:05.550 - of that lingo. Well, those are the ones that are our fiefdom. 00:53:05.550 --> 00:53:09.060 - Those are the ones we want to win. We want to beat our 00:53:09.060 --> 00:53:12.030 - competitors so we'll go plug those into tools and every week 00:53:12.030 --> 00:53:15.540 - Riley Chris and I'll go look at those and see how well we're 00:53:15.540 --> 00:53:16.620 - doing on those particular 00:53:16.620 --> 00:53:20.910 - keywords, right? So we have our own list of keywords that we 00:53:20.910 --> 00:53:25.681 - want to protect, a known and then is Riley said we might have 00:53:25.681 --> 00:53:29.351 - some other keywords that we indirectly or doing well for 00:53:29.351 --> 00:53:33.755 - that we could capitalize on, or the one I mentioned a minute 00:53:33.755 --> 00:53:38.159 - ago, Chris or us based on some technology or project like you 00:53:38.159 --> 00:53:42.563 - AG. We have something new like buyers, groups or IA. What was 00:53:42.563 --> 00:53:45.866 - it? Chris Association management solution AMS right? I always 00:53:45.866 --> 00:53:48.802 - thought AMS was Asset Management 'cause That's the. 00:53:48.810 --> 00:53:52.506 - History that I came from, but now a sudden clarity just is 00:53:52.506 --> 00:53:56.202 - doing this huge project for IA and the partner that brought us 00:53:56.202 --> 00:53:59.898 - in specializes in AMS and they think we have a good solution 00:53:59.898 --> 00:54:02.670 - for AMS, which is Association management. So that's another 00:54:02.670 --> 00:54:06.058 - topic that Chris and Riley have decided. Hey, let's throw that 00:54:06.058 --> 00:54:09.138 - on. The editorial calendar will start writing some content about 00:54:09.138 --> 00:54:12.218 - Association management. Will get it into the menu somewhere, and 00:54:12.218 --> 00:54:14.066 - we'll start seeing if we can 00:54:14.066 --> 00:54:18.636 - drive new leads. All right, so we've got just three minutes 00:54:18.636 --> 00:54:22.740 - left. Let me pause and stop. We've got through the rest of 00:54:22.740 --> 00:54:26.844 - the agenda and let's take any questions anybody has and or if 00:54:26.844 --> 00:54:30.264 - Riley or Chris have any comments, anything that I may 00:54:30.264 --> 00:54:36.276 - have missed. Let's start with Sam. Questions comments? 00:54:36.280 --> 00:54:40.036 - Open media content map. I don't know if I'm over complicating it 00:54:40.036 --> 00:54:43.166 - or like is it's just the different work with the 00:54:43.166 --> 00:54:46.922 - editorial calendar or is it more of what Chris is saying where 00:54:46.922 --> 00:54:50.365 - you architecture this site and then that's like then you plan 00:54:50.365 --> 00:54:53.808 - out how you want to go about implementing that content to 00:54:53.808 --> 00:54:57.564 - that site. Yeah, it depends where in the cycle you are. If 00:54:57.564 --> 00:55:01.320 - let's say for example we signed a brand new client and that 00:55:01.320 --> 00:55:05.389 - client wants us to build a brand new website, then it's more of 00:55:05.389 --> 00:55:08.714 - what Chris said. Because we don't even have a structure of 00:55:08.714 --> 00:55:12.170 - the content, we don't even know what the Champions are going to 00:55:12.170 --> 00:55:16.202 - be. We don't even know where in the menu it's going to be, so 00:55:16.202 --> 00:55:19.946 - the The Medium app for that point in the process is going to 00:55:19.946 --> 00:55:22.538 - be more architectural based, right? What are our champions? 00:55:22.538 --> 00:55:26.282 - Where are they in the thing? How many clicks away are they going 00:55:26.282 --> 00:55:29.450 - to be? Do we have a proper navigation structure? So we're 00:55:29.450 --> 00:55:32.618 - telling Google that either one click or two kicks away. These 00:55:32.618 --> 00:55:36.074 - are all the important things that we do, so the content map 00:55:36.074 --> 00:55:37.514 - starts out as an architectural 00:55:37.514 --> 00:55:40.933 - structure. But then once we launched the site and they 00:55:40.933 --> 00:55:44.640 - become my client and I start working on their SEO, it 00:55:44.640 --> 00:55:47.673 - converts to an editorial calendar because now the media 00:55:47.673 --> 00:55:51.717 - content map is me mapping out. How do I promote all the 00:55:51.717 --> 00:55:55.761 - Champions? What keywords are we going to do and then? What are 00:55:55.761 --> 00:55:59.468 - some of the long tail keyword variance that I can research 00:55:59.468 --> 00:56:02.838 - that are low competition that can promote each of those 00:56:02.838 --> 00:56:06.545 - champions and so now it becomes more of an editorial calendar 00:56:06.545 --> 00:56:08.567 - that's a long term play of. 00:56:08.620 --> 00:56:12.820 - How do I now promote these 50 pages? You know it starts out as 00:56:12.820 --> 00:56:16.420 - a 50 page website, 35 pages. Those there's going to be 15 00:56:16.420 --> 00:56:19.420 - pages of about us. Contact us. Informational stuff. But there's 00:56:19.420 --> 00:56:23.320 - going to be 30 pages or so. They're going to be really about 00:56:23.320 --> 00:56:26.620 - products and services, so those are going to ultimately be my 00:56:26.620 --> 00:56:30.520 - champions and I have to figure out a way now to promote those 00:56:30.520 --> 00:56:33.520 - champions and get them to rank, because we want that 00:56:33.520 --> 00:56:36.220 - disproportionate number of clicks on hours champion so that 00:56:36.220 --> 00:56:39.520 - we can convert right? So to answer your question, it's both. 00:56:39.620 --> 00:56:43.510 - It starts out as an architectural map and then it 00:56:43.510 --> 00:56:47.011 - converts into a supporting map strategy of supporting your 00:56:47.011 --> 00:56:53.936 - champions. Cool. Yep, Patrick. Do you have any 00:56:53.936 --> 00:56:54.577 - questions? 00:56:55.590 --> 00:57:00.108 - Um, nothing from my answer, Riley. Any comments or 00:57:00.108 --> 00:57:05.598 - questions? Uh, no. I I think that you did a really good job 00:57:05.598 --> 00:57:09.188 - covering this topic and the way that we go about. 00:57:09.820 --> 00:57:15.130 - Promoting these champions? Uhm, what keywords are going where 00:57:15.130 --> 00:57:22.210 - the linking media content Maps a new word? New phrase for me? 00:57:22.210 --> 00:57:27.520 - Um, it is very similar to the content strategy. 00:57:27.780 --> 00:57:31.740 - But it's directly around what topics the content is around, so 00:57:31.740 --> 00:57:36.780 - I think you did a great job. Thank you. Yeah, the way I say 00:57:36.780 --> 00:57:40.740 - it is the medium app or the editorial calendar is a 00:57:40.740 --> 00:57:43.620 - deliverable within your content strategy 'cause the content 00:57:43.620 --> 00:57:47.580 - strategy might be who's going to write what, who's doing the 00:57:47.580 --> 00:57:52.260 - keyword. You might have 10 tasks within that. This is just one of 00:57:52.260 --> 00:57:56.220 - the tools within your task as Google keyword planner might be 00:57:56.220 --> 00:57:58.380 - a tool within those tasks. Chris 00:57:58.380 --> 00:58:02.120 - Recording. Uh, audio for you might be a task within that 00:58:02.120 --> 00:58:04.451 - content strategy, so content strategies, the overarching 00:58:04.451 --> 00:58:07.781 - umbrella that talks about all the things within that this 00:58:07.781 --> 00:58:11.111 - editorial calendar or media content map is in many times 00:58:11.111 --> 00:58:15.107 - it's informal, right? A lot of times Chris Riley and I've just 00:58:15.107 --> 00:58:18.770 - had in our marketing game plan Google worksheet. We've just had 00:58:18.770 --> 00:58:22.766 - a thing that just had a bunch of topic ideas. Well, that's 00:58:22.766 --> 00:58:25.763 - exactly what that was. That's editorial calendar. We didn't 00:58:25.763 --> 00:58:28.760 - specifically pick which things were right about each week, 00:58:28.760 --> 00:58:31.372 - maybe. But we're literally going out trying to pick 00:58:31.372 --> 00:58:34.496 - topics and keywords and things that we could then go research 00:58:34.496 --> 00:58:37.336 - and write about. So that's kind of an informal version 00:58:37.336 --> 00:58:37.620 - that.