---Presenter: Ron HalversenSubject: Using Keywords to Optimize for SEODetails: In Part II of the SEO Series for the marketing team training, Ron goes further in-depth on how to use keyword research to rank your pages on search engines, and protect that high ranking.Duration: 00:59:34---00:00:04.960 --> 00:00:09.861 - Why do we do keyword research and will start with Sam and then 00:00:09.861 --> 00:00:11.369 - we'll go to Patrick? 00:00:15.680 --> 00:00:17.279 - There we go. 00:00:17.900 --> 00:00:22.157 - Keyword research, uhm, this is so that we can optimize our 00:00:22.157 --> 00:00:26.801 - sites and make sure that we're hitting all the words that we 00:00:26.801 --> 00:00:32.219 - want to be found for that are relevant to us and to the war 00:00:32.219 --> 00:00:37.250 - targeting. OK, so the reason we do the research then is why that 00:00:37.250 --> 00:00:39.959 - is. That is exactly kind of how 00:00:39.959 --> 00:00:45.080 - they work. Why is that? Well, you need to be knowledgeable on 00:00:45.080 --> 00:00:50.264 - these things and research is is a great way to learn about 00:00:50.264 --> 00:00:55.016 - what's working and what's not working. And we went over that, 00:00:55.016 --> 00:00:56.744 - a website that ranks. 00:00:57.560 --> 00:01:01.954 - The words for you so you wanna be able to, uh, be competitive 00:01:01.954 --> 00:01:03.982 - and use the right keywords that 00:01:03.982 --> 00:01:08.644 - uhm? Uh, what is the word I'm looking for, um? 00:01:09.700 --> 00:01:15.035 - You can win for yeah competitive you're right exactly right on 00:01:15.035 --> 00:01:19.406 - track. Yep, Nope, that's exactly why we do it. 'cause we we all 00:01:19.406 --> 00:01:24.251 - know how to write content and so we all know what we do. So it's 00:01:24.251 --> 00:01:28.127 - really easy to write content about what we think we do, but 00:01:28.127 --> 00:01:31.034 - that doesn't necessarily mean that that's what people are 00:01:31.034 --> 00:01:34.587 - looking for on Google one and two, what everybody is searching 00:01:34.587 --> 00:01:38.463 - for, right? So we can write anything we want, but if nobody 00:01:38.463 --> 00:01:42.339 - searching for it or we can't win, we can't be competitive. In 00:01:42.339 --> 00:01:45.569 - short, for those keywords then every all of that content, 00:01:45.569 --> 00:01:49.122 - writing and SCO work and everything we do in the websites 00:01:49.122 --> 00:01:50.414 - kind of for not. 00:01:50.520 --> 00:01:56.196 - It's kind of wasted, right? So, uh, just as a quick recap 00:01:56.196 --> 00:02:00.926 - then Patrick question 2 how do we do keyword research? 00:02:02.420 --> 00:02:07.264 - Uh, the way that you showed us wrong was to, uh, go to Google 00:02:07.264 --> 00:02:11.070 - or any other search engines and essentially kind of look at 00:02:11.070 --> 00:02:14.876 - their their analytics to see how many people searched it. What's 00:02:14.876 --> 00:02:16.260 - the count on it? 00:02:17.770 --> 00:02:21.852 - Um and basically a money those data is to use correct? So in 00:02:21.852 --> 00:02:25.934 - that particular case, the tool I used and there's quite a few of 00:02:25.934 --> 00:02:29.702 - them was the Google keyword planner and we went out and we 00:02:29.702 --> 00:02:33.784 - could look for a keyword that we think who we are right financial 00:02:33.784 --> 00:02:37.552 - planning and we can see that there's no way we're going to 00:02:37.552 --> 00:02:41.006 - win financial planning. And if we go back, remember, I showed 00:02:41.006 --> 00:02:44.774 - you the one in whoops, not the one I want to show. 00:02:53.010 --> 00:02:54.865 - Come on, get me up there. Oh, 00:02:54.865 --> 00:02:58.990 - come on. Why is it I hate how the search always every 00:02:58.990 --> 00:03:01.830 - once in a while you try to do the search? 00:03:02.990 --> 00:03:07.852 - And it won't find it anyway, so I go find my keyword, magnesium 00:03:07.852 --> 00:03:12.340 - perchlorate. I look for it and find there's 880, but then all 00:03:12.340 --> 00:03:16.828 - sudden I see that the chemical formula MG CL 2 for Grandy's 00:03:16.828 --> 00:03:21.690 - employed 10,000 people a month. Search for it. So I add that and 00:03:21.690 --> 00:03:26.178 - I optimize my content for all of my keywords and the variance. 00:03:26.178 --> 00:03:30.666 - And now I have a potential of 11,040 searches a month versus 00:03:30.666 --> 00:03:32.162 - 880 searches a month. 00:03:32.760 --> 00:03:36.863 - Right, huge right? That's like I don't know whatever that is. 00:03:36.863 --> 00:03:40.966 - 1313 X right? It's a significant difference. Even like with this 00:03:40.966 --> 00:03:44.696 - one, lithium perchlorate that is the chemical name. But lithium 00:03:44.696 --> 00:03:48.053 - bromide, lithium chloride, and L. Icl, the Formula 13,700 00:03:48.053 --> 00:03:52.529 - searches instead of 720 mean. That's almost a 20X. That's a 19 00:03:52.529 --> 00:03:57.751 - X. So the reason we do the research is one we want to make 00:03:57.751 --> 00:04:01.481 - sure that we're writing content for keywords that are being 00:04:01.481 --> 00:04:04.092 - searched, and two that we can be 00:04:04.092 --> 00:04:08.307 - competitive. Alright, alright So what do we do now? And this uhm 00:04:08.307 --> 00:04:12.471 - right here these two things are what we're going to cover in 00:04:12.471 --> 00:04:16.635 - next week session, which is the content strategy I want to just 00:04:16.635 --> 00:04:21.146 - prep and talk about it for maybe 1 maybe 2 minutes right now. 00:04:21.146 --> 00:04:25.310 - Just at a really high level. And then really today's training is 00:04:25.310 --> 00:04:29.821 - about numbers 5, six and Seven. So what do we do? Let's talk 00:04:29.821 --> 00:04:33.638 - briefly about this. Let me ask salmon Patrick and then I'll 00:04:33.638 --> 00:04:36.414 - have Riley explained what he's doing right now. 00:04:36.460 --> 00:04:40.555 - What do we do to implement our research that we found? So now 00:04:40.555 --> 00:04:44.335 - we've gone out? We found are 650 keywords. We found all the 00:04:44.335 --> 00:04:47.485 - variants. We know exactly what our keyword strategy is. Now, 00:04:47.485 --> 00:04:51.580 - what do we do to implement that? I mean, what do we do 00:04:51.580 --> 00:04:52.840 - with all those keywords? 00:04:54.310 --> 00:04:55.696 - You guys wanna take a guess? 00:04:57.340 --> 00:05:01.456 - Who did you say first you you will just do you? Patrick 00:05:01.456 --> 00:05:04.886 - Patrick will just kind of alternate back and forth so. 00:05:04.890 --> 00:05:10.155 - I guess the main idea was, uh, how he broke out into those 00:05:10.155 --> 00:05:13.800 - sections. Uhm, and in the example last week of. 00:05:14.570 --> 00:05:19.671 - It's like. What is this chemical? Why do you use this 00:05:19.671 --> 00:05:24.219 - chemical? Where can you find this kind of on using that? The 00:05:24.219 --> 00:05:28.009 - different very like the variable or variance within each section? 00:05:28.009 --> 00:05:31.420 - So it's like fully optimized throughout. And just like 00:05:31.420 --> 00:05:34.831 - repetitively using it and just overall writing really good 00:05:34.831 --> 00:05:39.000 - content and Google filters it for the best language and ranks 00:05:39.000 --> 00:05:43.548 - you better at the better your language is true. OK, so the 00:05:43.548 --> 00:05:48.096 - high level answer of exactly what you just said which is spot 00:05:48.096 --> 00:05:52.217 - on. Is we produce content now there's a specific thing and one 00:05:52.217 --> 00:05:56.261 - of the things we're going to talk about next week is called 00:05:56.261 --> 00:05:59.968 - promoting the champion. So Patrick, Let's say I go out and 00:05:59.968 --> 00:06:03.338 - write 100. I have a keyword an my keyword is. 00:06:04.340 --> 00:06:07.382 - HIPAA compliant web development. That's a definite big keyword. 00:06:07.382 --> 00:06:10.086 - It's definitely big service. It's definitely something Riley, 00:06:10.086 --> 00:06:14.142 - Chris and I are focused heavily on in marketing. So let's say 00:06:14.142 --> 00:06:17.860 - Chris and Riley go out and produce 100 pieces of content 00:06:17.860 --> 00:06:20.226 - about HIPAA compliant development. Is there any 00:06:20.226 --> 00:06:24.282 - strategy about that, or why do they write the content? Or how 00:06:24.282 --> 00:06:28.338 - do they promote the content? Or why would they write 100 pieces 00:06:28.338 --> 00:06:31.718 - versus just one really well written piece? Would we write 00:06:31.718 --> 00:06:34.760 - more than one? What are your thoughts on that? 00:06:35.770 --> 00:06:41.170 - Uhm, well, definitely my thoughts is uhm, the. 00:06:41.840 --> 00:06:47.902 - And in my knowledge might be a little out dated as well, but if 00:06:47.902 --> 00:06:54.397 - I believe so back in the day to SCO is as the more content you 00:06:54.397 --> 00:06:58.294 - have regarding certain keywords, the higher your search become 00:06:58.294 --> 00:07:01.325 - 'cause essentially you're spreading those information. But 00:07:01.325 --> 00:07:05.655 - of course, nowadays the search engines are built smarter too. 00:07:05.680 --> 00:07:11.634 - To rank these content so that way you can't just go in there 00:07:11.634 --> 00:07:17.130 - and paste in like a 40,000 word content versus 100 where content 00:07:17.130 --> 00:07:22.168 - the 100 where maybe rank higher because it promotes it, produces 00:07:22.168 --> 00:07:26.030 - useful and. Saw after information versus the other 00:07:26.030 --> 00:07:30.395 - bloated articles right? So yes, relevant content is definitely 00:07:30.395 --> 00:07:35.730 - really important. So Riley, tell me are the hundred articles that 00:07:35.730 --> 00:07:40.580 - you and Chris are going to produce about HIPAA compliant 00:07:40.580 --> 00:07:45.915 - development? Are they all first class citizens? And why would we 00:07:45.915 --> 00:07:51.250 - produce 100 rather than just one really good, not bloated but 00:07:51.250 --> 00:07:53.190 - extremely well written piece? 00:07:53.250 --> 00:07:59.828 - Yeah, so um to tie into both of those. Uh, three and four. 00:07:59.828 --> 00:08:03.876 - The implementation of our research is our content 00:08:03.876 --> 00:08:08.430 - strategy. Which hours is built around promoting the champion. 00:08:08.430 --> 00:08:13.490 - These hundred new articles that we just published about HIPAA 00:08:13.490 --> 00:08:17.032 - have all these variations surrounding HIPAA Development, 00:08:17.032 --> 00:08:21.080 - HIPAA, Web Development, HIPAA, designers, HIPAA compliance, but 00:08:21.080 --> 00:08:23.104 - compliance checklist. The whole 00:08:23.104 --> 00:08:28.720 - 9 yards. And all of these are voters more than anything, they 00:08:28.720 --> 00:08:33.758 - are meant to link to this champion, which this champion is 00:08:33.758 --> 00:08:37.422 - meant to have the best conversion rate optimization 00:08:37.422 --> 00:08:43.376 - value, the CR. Oh, and all of those are trying to help promote 00:08:43.376 --> 00:08:45.666 - and direct traffic to that 00:08:45.666 --> 00:08:50.844 - singular page. Right, so as Patrick just said, you can have 00:08:50.844 --> 00:08:55.236 - a bunch of pages talk about a topic in your letting Google 00:08:55.236 --> 00:08:59.262 - know that your website has a lot of information about HIPAA 00:08:59.262 --> 00:09:02.190 - compliant development, but Google doesn't send people to 00:09:02.190 --> 00:09:08.520 - our website. Right? What are Riley? What are all of the Serbs 00:09:08.520 --> 00:09:13.712 - and what could be potentially so? Serp is a search engine 00:09:13.712 --> 00:09:18.346 - results page. And when you're talking about the different 00:09:18.346 --> 00:09:23.602 - serps, you have your generic text search which is going to be 00:09:23.602 --> 00:09:28.420 - organic traffic. You have the different ads both on the top 00:09:28.420 --> 00:09:33.238 - and the bottom that are textual and a big one, especially 00:09:33.238 --> 00:09:37.180 - nowadays is the featured snippets. There are a few 00:09:37.180 --> 00:09:41.560 - different featured snippets. One of the ones that we've been 00:09:41.560 --> 00:09:45.502 - working heavily on specifically Ron or the FA, QS. 00:09:45.670 --> 00:09:51.351 - Hum, whenever you do it, go a Google search and it's you know 00:09:51.351 --> 00:09:57.469 - what is blah blah blah do and you know how you can see those 00:09:57.469 --> 00:10:02.276 - little accordions on your search result page that people also ask 00:10:02.276 --> 00:10:04.461 - that is an FA Q. 00:10:04.510 --> 00:10:08.415 - Featured snippet on the right hand side where it actually has 00:10:08.415 --> 00:10:10.545 - the full name in some details 00:10:10.545 --> 00:10:15.762 - surrounding it. Uh, that is also another featured snippet and 00:10:15.762 --> 00:10:18.182 - those are ranked very highly. 00:10:19.220 --> 00:10:23.000 - So I hope that answers it answered half of it, so that 00:10:23.000 --> 00:10:26.465 - answered the first part. So he was talking about all these 00:10:26.465 --> 00:10:29.615 - different things. These are the snippets that he was talking 00:10:29.615 --> 00:10:33.710 - about. Here's an FA Q Snippet were actually I put these on. 13 00:10:33.710 --> 00:10:37.175 - pages were actually showing up on all 13 of those featured 00:10:37.175 --> 00:10:40.325 - snippets, right? These now are all the different snippets we're 00:10:40.325 --> 00:10:44.420 - talking about now. I Chris Smart enough to tell me I could do 00:10:44.420 --> 00:10:49.145 - more than 10, so I did, but they at the top and bottom. If people 00:10:49.145 --> 00:10:53.170 - are paying for. Ads which you can see here. There's no ad, so 00:10:53.170 --> 00:10:55.933 - nobody is actually paying for ads around sodium perchlorate 00:10:55.933 --> 00:10:59.924 - right now. So if my client is trying to sell this and can't 00:10:59.924 --> 00:11:03.915 - rank very well might not be a bad idea to do paper click, 00:11:03.915 --> 00:11:07.292 - because since there are zero ADS out here, they probably don't 00:11:07.292 --> 00:11:11.590 - have to pay very much to show up right here at the top position 00:11:11.590 --> 00:11:14.967 - for an ad for selling sodium perchlorate, right? But what is 00:11:14.967 --> 00:11:18.958 - and what I was saying before is Riley and Chris wrote 100 pieces 00:11:18.958 --> 00:11:20.186 - of content around HIPAA 00:11:20.186 --> 00:11:23.920 - compliant development. Now each of these is a serp right? It's a 00:11:23.920 --> 00:11:27.297 - search engine result, but what Riley the second half of your 00:11:27.297 --> 00:11:31.288 - question is, what do each of these link to and what are the 00:11:31.288 --> 00:11:34.051 - different types of elements these could be linked to? 00:11:35.330 --> 00:11:39.842 - 'cause I just made a comment to Patrick that yes, Google is 00:11:39.842 --> 00:11:44.730 - going to crawl our website. Yes, they're going to see we have 100 00:11:44.730 --> 00:11:49.618 - pages, but Google is not going to see that we have 100 pages 00:11:49.618 --> 00:11:54.130 - and go. Oh, here's the clarity website. It doesn't serve up web 00:11:54.130 --> 00:11:58.642 - sites. What does it serve up? Serves up an individual page or 00:11:58.642 --> 00:12:03.154 - or a file such as a PDF, video, PDF snippet, anything right? 00:12:03.154 --> 00:12:05.410 - Could be a Facebook post, it 00:12:05.410 --> 00:12:08.394 - could be. Anything, because Serbs remember Google. It 00:12:08.394 --> 00:12:12.034 - doesn't serve up web sites. Google serves up the most 00:12:12.034 --> 00:12:16.038 - relevant content that content could be a white paper. It could 00:12:16.038 --> 00:12:20.042 - be a video, it could be something in social media. It 00:12:20.042 --> 00:12:24.046 - could be this over here which happens to be in Wikipedia, 00:12:24.046 --> 00:12:28.050 - right? It might be a page in Wikipedia that talks about 00:12:28.050 --> 00:12:31.326 - sodium perchlorate. So now back to the original question, 00:12:31.326 --> 00:12:32.418 - Patrick to you. 00:12:33.050 --> 00:12:36.850 - If Chris and Riley wrote 100 pages of hippo, hippo 00:12:36.850 --> 00:12:37.610 - development content. 00:12:38.850 --> 00:12:44.830 - Which one of those pages, or how does Google know which one of 00:12:44.830 --> 00:12:50.350 - those pages to rank or to showcase? Or how does it stack 00:12:50.350 --> 00:12:51.730 - rank those pages? 00:12:52.250 --> 00:12:55.617 - And that's This is kind of a preview into next week, and I 00:12:55.617 --> 00:12:57.948 - want everybody kind of understand it because then the 00:12:57.948 --> 00:13:01.574 - rest of today's lesson is going to be great. This is how we prep 00:13:01.574 --> 00:13:05.200 - for that. And then next week will be. Let's go do it now so. 00:13:06.030 --> 00:13:09.631 - What do you think about those 100? How do we stack rank it? 00:13:09.631 --> 00:13:12.678 - Or how do we indicate to Google which one of those 00:13:12.678 --> 00:13:15.448 - pages is the most important? And there's three or four 00:13:15.448 --> 00:13:16.833 - different things we can do? 00:13:18.360 --> 00:13:19.140 - Um? 00:13:21.090 --> 00:13:25.991 - Uh, I think it might be like, uh, depending on how many people 00:13:25.991 --> 00:13:30.515 - who visits it, how long David stays on the page? No, that 00:13:30.515 --> 00:13:35.039 - might be how Google itself helps rank that page better. Based on 00:13:35.039 --> 00:13:39.563 - the click through rate and how many people click on it. And 00:13:39.563 --> 00:13:43.710 - things like that, that's true, and that does apply. But let's 00:13:43.710 --> 00:13:48.234 - say today writing Chris Post up 100 pages of brand new content 00:13:48.234 --> 00:13:50.496 - and all of them are optimized 00:13:50.496 --> 00:13:55.057 - for HIPAA. Compliant development how do we tell Google? Did we 00:13:55.057 --> 00:13:59.710 - just delude ourselves across 100 pieces? Or are all 100 pieces 00:13:59.710 --> 00:14:01.402 - basically running for president? 00:14:02.010 --> 00:14:05.715 - That's a good way to think about it. You think about politics. An 00:14:05.715 --> 00:14:08.565 - where the Democratic Party, or let's say, where the libertarian 00:14:08.565 --> 00:14:11.985 - party, the ones that will never win. We have 100 candidates were 00:14:11.985 --> 00:14:15.690 - all in a room and everybody stands up and goes. I want to 00:14:15.690 --> 00:14:19.680 - run for president. Well, is the party going to put all 100 of us 00:14:19.680 --> 00:14:22.815 - up running for office? Know they're going to hold a primary? 00:14:22.815 --> 00:14:25.950 - They're going to vote, they're going to pick one Canada and 00:14:25.950 --> 00:14:29.085 - then put all their eggs in the basket, supporting that. Canada? 00:14:29.085 --> 00:14:31.935 - That strategy? What we call is promoting the champion, right? 00:14:32.020 --> 00:14:36.040 - So how do we promote? There's numerous ways we can select the 00:14:36.040 --> 00:14:39.390 - champion if the content already exists, but let's say it 00:14:39.390 --> 00:14:43.075 - doesn't. Let's say it's 100 brand new pieces of content that 00:14:43.075 --> 00:14:47.095 - Chris and Riley just produced. We're getting ready to put it on 00:14:47.095 --> 00:14:50.780 - the website. What strategy would Riley incorporate to put it on 00:14:50.780 --> 00:14:54.800 - the website to define which one is the candidate and which one 00:14:54.800 --> 00:14:58.485 - are all voters is really used. The term voting for the 00:14:58.485 --> 00:15:01.500 - champion. So basically what we're trying to indicate to 00:15:01.500 --> 00:15:05.150 - Google is. Google were experts in this area. We have 100 pages 00:15:05.150 --> 00:15:07.814 - talking about this. However, this is our candidate running 00:15:07.814 --> 00:15:11.366 - for office. The other 99 pages are really good. There are a 00:15:11.366 --> 00:15:14.326 - little bit different. They talk about a little bit different 00:15:14.326 --> 00:15:17.286 - things about HIPAA compliance, but all 99 of them are 00:15:17.286 --> 00:15:20.838 - indicating to you that this one page is the champion an. If 00:15:20.838 --> 00:15:22.910 - anybody searches for HIPAA compliant development, you 00:15:22.910 --> 00:15:27.054 - should serve up this page. How do we do that? What are some of 00:15:27.054 --> 00:15:30.902 - the things you might think and we don't have to do it all? 00:15:30.902 --> 00:15:32.382 - 'cause That's next weeks lesson? 00:15:32.400 --> 00:15:35.351 - But if you have any thoughts about it, go ahead and say it. 00:15:35.351 --> 00:15:38.302 - If not, I'll go ahead and just say it real quick and will 00:15:38.302 --> 00:15:41.253 - move on. I I'm not sure Sir. OK, great. Well let me show 00:15:41.253 --> 00:15:43.523 - you real quick so we might come to the website. 00:15:44.560 --> 00:15:46.230 - And we might tell Google. 00:15:47.620 --> 00:15:51.349 - My website wake up, we might tell Google right under services 00:15:51.349 --> 00:15:55.417 - web design this page for web design even though we have 100 00:15:55.417 --> 00:15:59.824 - pages, this is one click away and it's in our top NAV. That 00:15:59.824 --> 00:16:03.553 - would be one indicator right that makes sense. Or I might 00:16:03.553 --> 00:16:08.299 - even go in an here if I go to the online marketing one right? 00:16:08.299 --> 00:16:13.384 - I go to search engine and this is one about SCO. If I go to 00:16:13.384 --> 00:16:18.070 - another article. That talks about SEO. Maybe in this article 00:16:18.070 --> 00:16:23.400 - I might have words that say SCO Services an look at the bottom 00:16:23.400 --> 00:16:28.320 - that links back to the services SCO page. So now if somebody 00:16:28.320 --> 00:16:32.010 - goes out on the Internet searching for SCO services, 00:16:32.010 --> 00:16:36.930 - clarity may have 100 pages. Talk about SCO services, but 99 album 00:16:36.930 --> 00:16:42.260 - might have links that say SCO Services and you see the URL in 00:16:42.260 --> 00:16:46.770 - the bottom left is actually the slash services slash go page. 00:16:46.840 --> 00:16:51.544 - That's the champion, so we could put up 100 articles. Now would 00:16:51.544 --> 00:16:56.640 - we do 100 articles that say the exact same thing? No, if we're 00:16:56.640 --> 00:17:00.560 - doing 100 articles about HIPAA development, we might do an 00:17:00.560 --> 00:17:04.088 - Arctic about HIPAA development and the costs of HIPAA 00:17:04.088 --> 00:17:07.224 - Development, HIPAA Development products and help projects, and 00:17:07.224 --> 00:17:10.360 - how long they take HIPAA development online pharmacy 00:17:10.360 --> 00:17:12.712 - projects, HIPAA development, mobile projects, HIPAA, 00:17:12.712 --> 00:17:15.064 - Development, Doctor patient portals, HIPAA development, 00:17:15.064 --> 00:17:17.024 - online billing portals, hit the 00:17:17.024 --> 00:17:20.334 - development. Doesn't really matter, right? All of those 00:17:20.334 --> 00:17:21.982 - things are related keywords. 00:17:22.670 --> 00:17:24.742 - That are about HIPAA Development, but different 00:17:24.742 --> 00:17:27.406 - aspects like investing. How many different things are about 00:17:27.406 --> 00:17:30.662 - investing? Gosh, you can invest in life insurance and stocks and 00:17:30.662 --> 00:17:33.326 - bonds and annuities and mean there's 2500 different things 00:17:33.326 --> 00:17:37.470 - you can invest in so I could if I was an investment company. I'm 00:17:37.470 --> 00:17:40.430 - not having investment page champion. That is my number one 00:17:40.430 --> 00:17:43.686 - page that is hoping to have somebody finally lands on this 00:17:43.686 --> 00:17:47.534 - page. They're going to click the button to get a quote or and 00:17:47.534 --> 00:17:51.382 - start investing today, but I might have to go out in order to 00:17:51.382 --> 00:17:52.862 - rank well right. 2500 blog 00:17:52.862 --> 00:17:55.850 - posts. And everyone of those blog posts talk about all the 00:17:55.850 --> 00:17:58.450 - different aspects of investing and all the different things we 00:17:58.450 --> 00:18:01.570 - can invest. So somebody goes out then does a search for investing 00:18:01.570 --> 00:18:05.210 - for my kid for college. Maybe my blog post shows up and as their 00:18:05.210 --> 00:18:08.070 - reading my blog post they can come here and see investment 00:18:08.070 --> 00:18:11.450 - services and they click on that. Go to my champion and then my 00:18:11.450 --> 00:18:14.830 - champions. The one that I've spent most of the time to try to 00:18:14.830 --> 00:18:17.950 - convert them to get them to invest. So that's kind of a 00:18:17.950 --> 00:18:21.330 - preview. I didn't want to spend more than about 5 minutes, but I 00:18:21.330 --> 00:18:23.150 - kind of want to get you guys 00:18:23.150 --> 00:18:26.608 - thinking. Why these keywords in these variants are important? 00:18:26.608 --> 00:18:28.538 - Because all of the variance. 00:18:29.040 --> 00:18:32.875 - Tell us what content we can write about. So if we go out 00:18:32.875 --> 00:18:36.120 - looking for investment and we can't win in investment, but we 00:18:36.120 --> 00:18:39.365 - can win on these other 700 keywords about investment, I can 00:18:39.365 --> 00:18:43.200 - put a medium app together and say I'm going to go right. 700 00:18:43.200 --> 00:18:46.740 - blog posts over the next two years and they're going to be 00:18:46.740 --> 00:18:49.690 - about all these variants and everyone of those blog posts. 00:18:49.690 --> 00:18:53.525 - I'm going to put multiple links that are going to link back to 00:18:53.525 --> 00:18:56.770 - my champion. So as I'm writing all this new content, googles 00:18:56.770 --> 00:19:00.310 - can index and go, oh hey. Clarity is also an expert about 00:19:00.310 --> 00:19:01.785 - investing for kids for college. 00:19:01.790 --> 00:19:04.969 - So somebody searches, I could serve that up, but then when 00:19:04.969 --> 00:19:07.859 - they read that article vacancy, sign up for our investment 00:19:07.859 --> 00:19:11.327 - services now and they click and go to our champion page. They 00:19:11.327 --> 00:19:14.506 - read about everything we do and investments and how much money 00:19:14.506 --> 00:19:17.685 - they can make and they get a free consultation. Register now 00:19:17.685 --> 00:19:20.575 - and start investing today and they convert right. So that's 00:19:20.575 --> 00:19:24.332 - kind of the whole thing, right? In a nutshell, I kind of wanted 00:19:24.332 --> 00:19:28.089 - to walk through the whole thing, so we kind of glue all the 00:19:28.089 --> 00:19:31.268 - pieces together since we're down in the weeds alright? So let's 00:19:31.268 --> 00:19:33.291 - go back and look at now our. 00:19:33.380 --> 00:19:33.940 - Uh. 00:19:35.000 --> 00:19:38.344 - Next things we want to talk about. OK, so HIPAA compliance 00:19:38.344 --> 00:19:42.296 - Riley and Chris do a bunch of work. They get a bunch of 00:19:42.296 --> 00:19:45.336 - articles, they do a bunch of linking, they promote their 00:19:45.336 --> 00:19:48.376 - champion an now we are ranking well for HIPAA compliant 00:19:48.376 --> 00:19:53.106 - development. How do they know week to week? Because the 00:19:53.106 --> 00:19:57.046 - Internet the most important thing that we need to understand 00:19:57.046 --> 00:19:59.410 - about SCO, the Internet is not 00:19:59.410 --> 00:20:03.150 - stagnant. I don't remember what the status is, but they were 00:20:03.150 --> 00:20:05.790 - saying like the amount of content on the Internet doubles 00:20:05.790 --> 00:20:08.958 - like every. I mean it's like like every week every two weeks 00:20:08.958 --> 00:20:12.126 - or so. I mean, it's like really stupid amount of content, right? 00:20:12.730 --> 00:20:17.960 - So if everything is changing at, our competitors are consistently 00:20:17.960 --> 00:20:21.208 - adding. Articles about HIPAA Compliant Development. HIPAA 00:20:21.208 --> 00:20:24.340 - Compliant Mobile HIPAA Compliant Doctor patient portal. All the 00:20:24.340 --> 00:20:28.168 - things that we are now ranking and getting clicks and driving 00:20:28.168 --> 00:20:31.328 - business. How do we protect? 00:20:31.850 --> 00:20:34.895 - Our rankings, Sam, What do you think? 00:20:39.070 --> 00:20:40.600 - Gosh, um. 00:20:42.670 --> 00:20:45.730 - And I don't want you to technically tell me, I just want 00:20:45.730 --> 00:20:48.535 - you to go well. How do you protect anything? Yeah, um. 00:20:49.100 --> 00:20:52.190 - What is the definition of protect? What does that even 00:20:52.190 --> 00:20:56.286 - mean? To defend OK, so it means to defend, but what am I 00:20:56.286 --> 00:20:59.016 - actually saying when I say protecting its ranking? All I'm 00:20:59.016 --> 00:21:03.111 - really trying to say is How do I keep it ranking in the top half 00:21:03.111 --> 00:21:06.387 - of the first page so people keep clicking on it? Really that's 00:21:06.387 --> 00:21:09.390 - what I'm saying right? That's protecting. So let's say I have 00:21:09.390 --> 00:21:12.939 - a keyword and it drops from the top three positions where we all 00:21:12.939 --> 00:21:16.761 - know most of the clicks go and it drops all the way down to 00:21:16.761 --> 00:21:19.764 - position 9. Is there any way for me to know that? 00:21:21.940 --> 00:21:25.230 - Yeah, isn't it like Google Analytics will tell you when 00:21:25.230 --> 00:21:29.178 - your ranking drops and like you can also see based on the 00:21:29.178 --> 00:21:32.797 - traffic that you get that you're probably not ranking as high 00:21:32.797 --> 00:21:36.087 - anymore, right? So Google Analytics Will tell me if that 00:21:36.087 --> 00:21:40.035 - page that is my champion is not getting as many visits or 00:21:40.035 --> 00:21:43.654 - conversions but Google Analytics out of the box won't tell me 00:21:43.654 --> 00:21:46.944 - anything about the keywords unfortunately. So then I have to 00:21:46.944 --> 00:21:50.563 - go into either Webmaster tools or Mazor, Semrush or some other 00:21:50.563 --> 00:21:51.879 - tool that actually tracks 00:21:51.879 --> 00:21:55.909 - keywords. And let's us know how we're doing so I can go out and 00:21:55.909 --> 00:21:59.588 - Riley does this every week. He goes out and runs a report and 00:21:59.588 --> 00:22:02.418 - it looks for all the keywords that we're tracking for. 00:22:03.640 --> 00:22:08.380 - Right and it shows the position that they're in and how well 00:22:08.380 --> 00:22:13.515 - they're doing, and so now if I want to defend that, let's say 00:22:13.515 --> 00:22:15.490 - one drop down to #9. 00:22:16.210 --> 00:22:18.090 - What what do I do to resolve that? 00:22:19.310 --> 00:22:23.262 - And I'll give you a hint. How did I get it up in the first few 00:22:23.262 --> 00:22:24.497 - rankings in the first place? 00:22:24.497 --> 00:22:28.952 - What did I do? Oh, you're not rewrite it and optimize 00:22:28.952 --> 00:22:32.246 - the content so that it's using the new better 00:22:32.246 --> 00:22:35.174 - keywords. So now you understand why Riley and 00:22:35.174 --> 00:22:39.200 - Chris or producing 10 to 20 articles a week. Still, even 00:22:39.200 --> 00:22:42.128 - though our website already has over 2000 pages. 00:22:43.680 --> 00:22:48.080 - Be cause we're protecting the rankings of all the keywords 00:22:48.080 --> 00:22:52.040 - that are important to help drive business to clarity. 00:22:53.400 --> 00:22:56.612 - So if Riley goes out and sees the HIPAA Compliant Development, 00:22:56.612 --> 00:23:00.700 - which is a big money maker for us, dropped out of position 3 to 00:23:00.700 --> 00:23:04.854 - position 5. He and Chris might turn around next week and 00:23:04.854 --> 00:23:08.766 - produce three or four more new blog posts and link on those 00:23:08.766 --> 00:23:13.165 - blog posts. Keyword links back to the champion and that adds 00:23:13.165 --> 00:23:17.185 - for more votes. So now instead of telling Google that we have 00:23:17.185 --> 00:23:21.205 - 100 pages about HIPAA compliant and these 99 pages say this is 00:23:21.205 --> 00:23:25.225 - their bomb, we're going to have 104 pages to talk about HIPAA 00:23:25.225 --> 00:23:28.910 - compliance and 103 of 'em save this page is the bomb. 00:23:29.770 --> 00:23:33.860 - Right? Yeah, that'll make sense conceptually. 00:23:35.020 --> 00:23:39.585 - Yep, OK, so that's what we're talking about. Ranking. OK, so 00:23:39.585 --> 00:23:41.245 - How do I know? 00:23:42.360 --> 00:23:46.084 - When and what I need to protect and we just basically set it so 00:23:46.084 --> 00:23:49.276 - regarded to me back in English so that I know you understand 00:23:49.276 --> 00:23:53.266 - what I just said. How do I know when and what I need to protect? 00:23:54.900 --> 00:24:01.524 - Through the weekly reports up on what keywords are ranking and in 00:24:01.524 --> 00:24:04.100 - which topics. And then. 00:24:04.900 --> 00:24:09.860 - Uh. If they're not ranking as high anymore, then that means 00:24:09.860 --> 00:24:13.578 - new content required perfect. So let me show you one report 00:24:13.578 --> 00:24:16.620 - and will just walk through what that looks like. 00:24:20.110 --> 00:24:24.154 - And there's lots of different tools out there, but this is one 00:24:24.154 --> 00:24:29.209 - that makes it really easy to see for right now, so we can go in 00:24:29.209 --> 00:24:33.590 - and this runs a weekly report. There are 600, and I believe 54 00:24:33.590 --> 00:24:35.275 - keywords that we are tracking. 00:24:36.220 --> 00:24:38.560 - Right 654 keywords. 00:24:39.230 --> 00:24:44.075 - And in the last week we had a big drop. I mean, Holy Hell, I 00:24:44.075 --> 00:24:47.628 - have no idea what happened, but something bad happened. So we 00:24:47.628 --> 00:24:51.181 - gotta figure it out, right? So in positions one through three 00:24:51.181 --> 00:24:54.734 - we had 39 pages drop. Now everything drop. This looks like 00:24:54.734 --> 00:24:58.287 - something Google did write. This doesn't look like a normal. I've 00:24:58.287 --> 00:25:00.225 - never seen this before in the. 00:25:01.030 --> 00:25:04.810 - 15 years I've done this so some things going on. It's probably 00:25:04.810 --> 00:25:08.275 - Google. We're probably going to have to get with Jerry and 00:25:08.275 --> 00:25:12.055 - figure this out Riley or we're going to have to forget mas 00:25:12.055 --> 00:25:15.835 - altogether and go back and check the other ones. But anyway, So 00:25:15.835 --> 00:25:19.930 - what we do now is we're like OK. Well, all of my opportunities 00:25:19.930 --> 00:25:24.025 - then theoretically to get back up into the top three is to go 00:25:24.025 --> 00:25:28.120 - try to track these 39 keywords that were in the top three that 00:25:28.120 --> 00:25:31.900 - have just slipped out and then write some more articles to get 00:25:31.900 --> 00:25:33.475 - them right back up in. 00:25:33.570 --> 00:25:37.561 - Right, that would be one or two I could look for keywords that 00:25:37.561 --> 00:25:41.552 - are in positions four through 10 that have moved up that with a 00:25:41.552 --> 00:25:45.543 - little more help could then move up even further into the top few 00:25:45.543 --> 00:25:47.078 - positions. Does that make sense? 00:25:48.200 --> 00:25:51.238 - So now what I could do is I could start going down and this 00:25:51.238 --> 00:25:54.276 - is showing me all my keywords in number one. So I'm going to back 00:25:54.276 --> 00:25:58.395 - out a few pages. And now I can start seeing there 00:25:58.395 --> 00:26:00.020 - still in the top three. 00:26:01.110 --> 00:26:05.010 - So I might come down here to four and go E Commerce for 00:26:05.010 --> 00:26:08.310 - dynamics. GP is in position four. It dropped three places in 00:26:08.310 --> 00:26:11.910 - the last week. Wow, that last week was in position one. OK? 00:26:11.910 --> 00:26:16.110 - Well, if we were in position one that means we have a lot of 00:26:16.110 --> 00:26:20.010 - content. We have a lot of ranking and a lot of chutzpah to 00:26:20.010 --> 00:26:23.910 - rank number one. We just barely dropped out. So that might be a 00:26:23.910 --> 00:26:27.810 - keyword that we want to protect. So will go out and write. He 00:26:27.810 --> 00:26:30.810 - might start writing a couple blog posts articles next week 00:26:30.810 --> 00:26:34.329 - for. E Commerce for dynamics GP and go back and promote the 00:26:34.329 --> 00:26:36.930 - champion a little more right. Here's another one Microsoft 00:26:36.930 --> 00:26:40.398 - Dynamics GP Commerce. It was number 4 last week. It still #4 00:26:40.398 --> 00:26:43.866 - so helping this one is also going to help this page, right? 00:26:43.866 --> 00:26:45.889 - So he may even go back and 00:26:45.889 --> 00:26:50.039 - rewrite this page. And then make sure it's promoting the 00:26:50.039 --> 00:26:54.009 - champion, whatever that is, right. Here's another one was in 00:26:54.009 --> 00:26:58.376 - position one. Just drop down. Well, here's one that's now in 00:26:58.376 --> 00:27:03.537 - position four that just moved up two slots from 6. So best DNN 00:27:03.537 --> 00:27:06.316 - shopping cart, Microsoft Dynamics, CRM, shopping cart, 00:27:06.316 --> 00:27:09.889 - multicurrency, online store solution. All three of those you 00:27:09.889 --> 00:27:14.256 - can see. Now I would call instead of protecting. These are 00:27:14.256 --> 00:27:17.829 - opportunities to promote, because this just moved up from 00:27:17.829 --> 00:27:19.417 - position 7 to 4. 00:27:19.450 --> 00:27:23.441 - This from six to four this from six to four. These are really 00:27:23.441 --> 00:27:27.588 - poised. To get into the top three, which is really our goal, 00:27:27.588 --> 00:27:30.866 - so here's three more topics were going to write some articles 00:27:30.866 --> 00:27:34.442 - about, so it's pretty easy when you start using tools like this 00:27:34.442 --> 00:27:37.720 - that tell you exactly what the keyword phrases are that your 00:27:37.720 --> 00:27:41.594 - ranking for when you can go week to week and actually see where 00:27:41.594 --> 00:27:44.574 - they were last week and what they're doing. This really 00:27:44.574 --> 00:27:48.150 - helps, right? So this is one tool that we use, and there's 00:27:48.150 --> 00:27:52.024 - many other tools. I just kind of want to show you one that's 00:27:52.024 --> 00:27:53.812 - pretty easy to see very quickly 00:27:53.812 --> 00:27:59.009 - now another one. That we can do, which is. How else can I find 00:27:59.009 --> 00:28:02.899 - opportunities that I didn't research or even know about? OK, 00:28:02.899 --> 00:28:07.956 - so this goes a little bit more because remember in Maus the one 00:28:07.956 --> 00:28:11.846 - I was just looking at, we're tracking 654 specific keyword 00:28:11.846 --> 00:28:16.125 - phrases and it's telling me where those 654 rank. How many 00:28:16.125 --> 00:28:20.793 - have moved up? How many move down where they were last week, 00:28:20.793 --> 00:28:25.461 - where they are this week so I'm only focused myopically on those 00:28:25.461 --> 00:28:29.726 - 654. However. How can I find additional opportunities that I 00:28:29.726 --> 00:28:33.170 - didn't even know I did? What if my website ranked in position 00:28:33.170 --> 00:28:36.901 - two or three or even one for 75 keyword phrases that I didn't 00:28:36.901 --> 00:28:39.771 - even know about? But since there already there, I don't 00:28:39.771 --> 00:28:43.502 - even have to do much work to protect it. And what if they 00:28:43.502 --> 00:28:46.659 - are really important to me and I don't even know that? 00:28:48.260 --> 00:28:52.740 - OK, so I might use a different tool which is 00:28:52.740 --> 00:28:56.772 - Google Webmaster tools and I gotta couple spreadsheets for 00:28:56.772 --> 00:29:02.596 - us to go look at. So let me show Iran this this morning. 00:29:06.030 --> 00:29:11.505 - So basically what I did was I went into A and I can show you 00:29:11.505 --> 00:29:16.615 - guys how to get this if you want, but I went into Google tag 00:29:16.615 --> 00:29:21.725 - manager and I said I want you to show me over the last three 00:29:21.725 --> 00:29:25.010 - months all of the keywords that have been displayed. 00:29:25.620 --> 00:29:30.516 - What position they averaged over the last three months? 00:29:31.140 --> 00:29:32.960 - What is the clickthrough rate? 00:29:33.610 --> 00:29:38.056 - Average that when people saw it, they clicked on it and how many 00:29:38.056 --> 00:29:41.818 - times when people searched for that keyword. Did Google put us 00:29:41.818 --> 00:29:45.580 - in the display results where we could compete? That's what this 00:29:45.580 --> 00:29:50.368 - report does. Then what I did was I added a comparison and said I 00:29:50.368 --> 00:29:52.420 - want you to compare that last 00:29:52.420 --> 00:29:55.350 - three months. So the previous three months. 00:29:56.820 --> 00:29:59.730 - Alright, so we clear clear on what's in the report. 00:30:00.320 --> 00:30:03.830 - OK, so now let's go. Grab something like Dotnetnuke. OK, 00:30:03.830 --> 00:30:09.095 - we know we do. DN it's now DNN. But people still to this day and 00:30:09.095 --> 00:30:12.605 - I ran this report this morning. People still search for 00:30:12.605 --> 00:30:16.466 - Dotnetnuke as they've been around it as long as we have. 00:30:16.466 --> 00:30:19.976 - And ENN to themstandsfor.net nuke, so they still search for. 00:30:19.976 --> 00:30:21.029 - Net new, right? 00:30:21.590 --> 00:30:23.726 - So if you look at this in the 00:30:23.726 --> 00:30:27.676 - last three months. Almost 13,000 times people searching for 00:30:27.676 --> 00:30:29.731 - Dotnetnuke clarity showed up in 00:30:29.731 --> 00:30:33.923 - the results. On average, the previous three months, January 00:30:33.923 --> 00:30:39.240 - to March, we were in position 8.2 and the last three months we 00:30:39.240 --> 00:30:44.557 - were in position 7.3, so we've moved up a full position, so at 00:30:44.557 --> 00:30:47.011 - least when people gooutsearching.net, nuke on 00:30:47.011 --> 00:30:48.647 - average were showing up. 00:30:49.290 --> 00:30:52.278 - On page one and we're improving. 00:30:53.190 --> 00:30:55.615 - Right, that's the average, so 00:30:55.615 --> 00:30:58.580 - now. On this, when we showed up 00:30:58.580 --> 00:31:03.370 - in position 8. And it showed up 12,479 times. What was 00:31:03.370 --> 00:31:07.620 - the percentage of people that clicked on that when we 00:31:07.620 --> 00:31:08.470 - showed up? 00:31:10.120 --> 00:31:12.010 - About a little over half a 00:31:12.010 --> 00:31:17.746 - percent. OK, when we moved up from position 8 to position 7. 00:31:18.260 --> 00:31:22.256 - We almost showed up the exact same number of times, right 500, 00:31:22.256 --> 00:31:24.254 - four, 12,900 times. What was the 00:31:24.254 --> 00:31:29.397 - click through rate? From .6% to almost a full percent will look 00:31:29.397 --> 00:31:33.873 - what that did to the number of clicks over the last three 00:31:33.873 --> 00:31:38.349 - months. So in the first three months of the year, 74 people 00:31:38.349 --> 00:31:41.706 - came to our website lookingfor.net nuke, and in the 00:31:41.706 --> 00:31:43.944 - last three months 67% more 2/3. 00:31:44.500 --> 00:31:48.845 - Of that, another fifty 126 people came to the website in 00:31:48.845 --> 00:31:53.190 - the last three months for.net nuke. Well, it's been called DNN 00:31:53.190 --> 00:31:57.930 - for so long. We don't even write or promote Dotnetnuke. Maybe we 00:31:57.930 --> 00:32:02.670 - need to make sure when Riley and Chris are writing content about 00:32:02.670 --> 00:32:06.225 - DNN that they still in parentheses in the articles 00:32:06.225 --> 00:32:10.175 - include theword.net, nuke, and maybe even link.net nuke to the 00:32:10.175 --> 00:32:14.520 - champion, because we're not only in the middle moving up, we 00:32:14.520 --> 00:32:18.782 - have. Quite a few people coming to the website. I mean, you look 00:32:18.782 --> 00:32:22.955 - at that number of clicks versus the rest of the clicks. This is 00:32:22.955 --> 00:32:26.165 - our third hiest thing that's driving clicks to our website. 00:32:26.165 --> 00:32:30.017 - We need to be promoting that and capitalizing on that and I 00:32:30.017 --> 00:32:33.548 - almost guarantee you nobody in our company for the last year. 00:32:34.220 --> 00:32:38.603 - Is actually writing about.net nuke the writing about DNN. 00:32:39.210 --> 00:32:43.690 - Because.net nuke changed the name DNN in 2014. Five years 00:32:43.690 --> 00:32:48.618 - ago, and this is how many people are still searchingfor.net nuke. 00:32:50.770 --> 00:32:54.323 - Is this making sense? Yes, so you know onion architecture. We 00:32:54.323 --> 00:32:58.199 - don't even care about that, but Riley wrote this article I think 00:32:58.199 --> 00:33:01.429 - like five years ago and it produced the second highest 00:33:01.429 --> 00:33:04.982 - number of clicks in our website over the last three months. 00:33:05.520 --> 00:33:09.315 - We probably don't even have more than one, maybe 2 pages 00:33:09.315 --> 00:33:12.765 - on the entire website that talks about onion and onion 00:33:12.765 --> 00:33:16.905 - really has nothing to do with us with clarity, but look how 00:33:16.905 --> 00:33:20.010 - much traffic it's driving. It's driving more traffic out 00:33:20.010 --> 00:33:24.150 - of less than 2000 times we show up and the reason for 00:33:24.150 --> 00:33:27.255 - that. We were in position almost Seven. We're now 00:33:27.255 --> 00:33:29.670 - showing up between position four and five. 00:33:30.890 --> 00:33:34.190 - We're almost some of the highest things on the entire 00:33:34.190 --> 00:33:36.500 - Internet when people are searching for onion 00:33:36.500 --> 00:33:39.800 - architecture. She sharp. We're showing up not only on the 00:33:39.800 --> 00:33:43.760 - first page were showing up in the top five results of the 00:33:43.760 --> 00:33:44.090 - Internet. 00:33:45.160 --> 00:33:50.984 - And look at the click through rate 5% to 7%. Seven percent of 00:33:50.984 --> 00:33:55.912 - 2000 people, or 135 people clicked when we showed up in 00:33:55.912 --> 00:34:00.840 - position 23456. Whatever is, this is an average over the last 00:34:00.840 --> 00:34:02.184 - three months, right? 00:34:02.800 --> 00:34:07.493 - So good grief, can we figure out any way to capitalize on talking 00:34:07.493 --> 00:34:10.742 - about onion architecture? Is there anything on that onion 00:34:10.742 --> 00:34:14.352 - architecture page champion that people are clicking on? Is there 00:34:14.352 --> 00:34:19.406 - anything we can do on that to say hey, if you would like to 00:34:19.406 --> 00:34:24.099 - talk to us about onion? I don't even know what onion is, but 00:34:24.099 --> 00:34:28.431 - maybe we need to go change that page, rewrite the content to 00:34:28.431 --> 00:34:32.041 - make it more conversion, happy, right? I don't know anybody 00:34:32.041 --> 00:34:34.568 - that's come to us and filled out 00:34:34.568 --> 00:34:38.661 - a form. It says, Hey, I want to talk to you about onion, 00:34:38.661 --> 00:34:42.574 - but yet I know 135 people came to our website in the last 00:34:42.574 --> 00:34:45.283 - three months. Interested in at least reading this page. 00:34:47.740 --> 00:34:52.092 - So if I don't have to do much to that page, if I could get even 00:34:52.092 --> 00:34:56.172 - one or two percent, I mean one or two percent is 6 or 7 people. 00:34:57.090 --> 00:35:00.621 - Right, it's register for a quote that could completely change our 00:35:00.621 --> 00:35:04.794 - business. You don't have to do much to move the needle to make 00:35:04.794 --> 00:35:06.399 - a big difference to your 00:35:06.399 --> 00:35:10.076 - business. Is this all making sense? Make sense, yes, Sir. 00:35:10.076 --> 00:35:14.158 - Yeah, I might want to go back here and look at things that 00:35:14.158 --> 00:35:17.926 - made a big difference like this one here. The role of supply 00:35:17.926 --> 00:35:21.380 - chain management in beta BE Commerce if I'm not mistaken, I 00:35:21.380 --> 00:35:24.206 - think that's an article that Riley increase row pretty 00:35:24.206 --> 00:35:27.660 - recently because the previous six months we never showed up at 00:35:27.660 --> 00:35:31.114 - all. There was zero impressions. We never even posted. So the 00:35:31.114 --> 00:35:33.940 - click through rate and everything the last three months 00:35:33.940 --> 00:35:35.510 - look what position we're in. 00:35:36.200 --> 00:35:40.457 - Nice, even showing up to position one and two we showed 00:35:40.457 --> 00:35:45.488 - up 64 times, but because we're in such a high position and in 00:35:45.488 --> 00:35:49.745 - such an authoritative position 44% of the people that saw that 00:35:49.745 --> 00:35:54.776 - clicked on it. We had 28 people driven to our website because of 00:35:54.776 --> 00:35:58.646 - one article that didn't exist more than three months ago. 00:35:59.600 --> 00:36:03.870 - You want to truly understand the importance of content. You're 00:36:03.870 --> 00:36:05.578 - seeing it right there. 00:36:06.710 --> 00:36:12.226 - Yeah, we only have to close 12, maybe 3 deals a month to run 00:36:12.226 --> 00:36:16.166 - this entire company. That one article right there by 28 00:36:16.166 --> 00:36:17.742 - prospects to our website. 00:36:18.440 --> 00:36:19.949 - 28 one article. 00:36:21.370 --> 00:36:22.745 - That's how important this stuff 00:36:22.745 --> 00:36:24.870 - is. All right? 00:36:25.890 --> 00:36:29.630 - You're welcome, thank you. 00:36:29.630 --> 00:36:32.290 - That's what these port these reports are really good for, 00:36:32.290 --> 00:36:35.748 - because they can do the reverse. Let's take a look at this one 00:36:35.748 --> 00:36:39.416 - here. ERP configuration, that's something that's really 00:36:39.416 --> 00:36:42.939 - important. January to March 31, people clicked, well, 00:36:42.939 --> 00:36:45.882 - that's three months, 50 three people click. So on 00:36:45.882 --> 00:36:49.152 - the surface, this looks like this is great and we're 00:36:49.152 --> 00:36:52.749 - doing a great job. However, Oh no, we are sorry. I 00:36:52.749 --> 00:36:56.019 - looked at these numbers backwards. We used to be in 00:36:56.019 --> 00:36:58.635 - basically averaged position three. We are now in 00:36:58.635 --> 00:36:59.943 - position one for this. 00:37:01.210 --> 00:37:05.148 - We used to have an 8% clickthrough rate now more than 00:37:05.148 --> 00:37:10.876 - one out of 10 people that see our ad click on us. So at a 500 00:37:10.876 --> 00:37:13.024 - basically 50 people are going to 00:37:13.024 --> 00:37:18.628 - click. So do you think that is a keyword that we need to protect? 00:37:19.300 --> 00:37:24.492 - And we all know the answer right? Dang right, we do. 00:37:24.500 --> 00:37:28.306 - I mean, not even there's not even a question because that's 00:37:28.306 --> 00:37:32.804 - what we do. We do, and we don't even do ERP configuration, do 00:37:32.804 --> 00:37:36.610 - we? We do ERP integration. We don't do ERP configuration, but 00:37:36.610 --> 00:37:40.416 - we show up now for ERP configuration. So now Riley and 00:37:40.416 --> 00:37:43.876 - Chris were working on the content. Seeing this right here, 00:37:43.876 --> 00:37:47.336 - going holy crap, we're in position one for something that 00:37:47.336 --> 00:37:51.488 - we kind of touch on, but we don't really do. Can we 00:37:51.488 --> 00:37:54.602 - capitalize on all these people looking for ERP configuration? 00:37:54.610 --> 00:37:58.370 - And write a handful of articles talking about configuration of 00:37:58.370 --> 00:38:02.130 - your ERP to help drive business to help automate business 00:38:02.130 --> 00:38:04.762 - processes, ERP, configuration, automation with integration to 00:38:04.762 --> 00:38:08.522 - your web properties. Sure, that's exactly what we do. They 00:38:08.522 --> 00:38:13.410 - could go right 234 articles. I mean look at this 50 people in 00:38:13.410 --> 00:38:17.546 - the last three months came to our website. We're in position 00:38:17.546 --> 00:38:22.434 - one. We own that space right now temporally for this week. We own 00:38:22.434 --> 00:38:24.622 - that space. Let's go capitalize 00:38:24.622 --> 00:38:29.738 - on it. Right, we don't have to have very many people out of 50 00:38:29.738 --> 00:38:33.247 - to fill out a form and potentially close the deal to 00:38:33.247 --> 00:38:36.118 - completely change our business. I mean, it's really how 00:38:36.118 --> 00:38:38.989 - important every single one of these keywords and keyword 00:38:38.989 --> 00:38:42.179 - phrases are and how big of a difference every single 00:38:42.179 --> 00:38:43.774 - individual. One of these key 00:38:43.774 --> 00:38:47.973 - phrases can be. Just look at the numbers. It's crazy, right? So 00:38:47.973 --> 00:38:51.537 - the other thing, let's look for some. Here's one that went from 00:38:51.537 --> 00:38:55.101 - position nine to four, so be to be supply chain. But remember 00:38:55.101 --> 00:38:58.665 - Riley did this other one up here role of supply chain management. 00:38:58.665 --> 00:39:01.932 - That's probably why 'cause they wrote this supply chain so that 00:39:01.932 --> 00:39:05.793 - other one supply chain what we want to see is we want. OK, 00:39:05.793 --> 00:39:10.140 - that's good. This is good. I'm trying to look for one that's 00:39:10.140 --> 00:39:12.940 - bad 'cause I definitely have seen him when they're bad. 00:39:12.940 --> 00:39:14.060 - Here's one right here. 00:39:16.280 --> 00:39:19.613 - Multi language website. We do a lot of multi language websites. 00:39:19.613 --> 00:39:22.946 - I don't think Riley are Chris, have really focused any articles 00:39:22.946 --> 00:39:24.764 - on that lately will look what's 00:39:24.764 --> 00:39:27.039 - happened. We showed up. 00:39:28.150 --> 00:39:31.307 - Only 500 times. The first three months. 00:39:32.400 --> 00:39:37.668 - But we were in position 5 or better 13% clickthrough rate, so 00:39:37.668 --> 00:39:42.497 - we got 66 people to our website looking for Multisync Multi 00:39:42.497 --> 00:39:43.814 - language website examples. 00:39:45.200 --> 00:39:49.171 - We showed up 623 times over the last three months, so 00:39:49.171 --> 00:39:52.059 - theoretically you'd think showing up another 20%, we'd 00:39:52.059 --> 00:39:56.030 - get more clicks, but we got less than 40 clicks. Why? 00:39:56.030 --> 00:39:59.640 - Because we slip from position less than 5 to 6 00:39:59.640 --> 00:40:03.250 - 1/2. So now we're between 6:00 and Seven are click 00:40:03.250 --> 00:40:06.138 - through rate. Look what happened. It dropped from 00:40:06.138 --> 00:40:07.943 - 13% to half of that. 00:40:08.980 --> 00:40:10.748 - And look what it did to our clicks. 00:40:11.890 --> 00:40:16.921 - And yet we showed up more times, but this right here tells the 00:40:16.921 --> 00:40:21.178 - true story. So that's why we have to track the positioning 00:40:21.178 --> 00:40:25.435 - and the trending and what these keywords are doing because you 00:40:25.435 --> 00:40:27.757 - can see just by dropping two 00:40:27.757 --> 00:40:31.988 - positions here. Our clicks dropped in half, even though we 00:40:31.988 --> 00:40:36.692 - showed up an additional 20% of the time we went from 66 and we 00:40:36.692 --> 00:40:38.708 - dropped more than 1/3 to less 00:40:38.708 --> 00:40:43.420 - than 40. Right, so this report is a really good report because 00:40:43.420 --> 00:40:46.516 - Google is telling you specifically, hey, these are all 00:40:46.516 --> 00:40:50.644 - the keywords that you're showing up for. Here's how many times I 00:40:50.644 --> 00:40:53.740 - displayed you. Here's how many times people clicked the 00:40:53.740 --> 00:40:57.180 - previous three months. Here's how many times they clicked in 00:40:57.180 --> 00:40:58.556 - the last three months. 00:40:59.190 --> 00:41:02.358 - We could just more than triple look at us more than quadrupled 00:41:02.358 --> 00:41:07.079 - more than tripled. Path right so this gives us a really good 00:41:07.079 --> 00:41:11.853 - idea. We did half here, yet we were able to go from position 3 00:41:11.853 --> 00:41:15.945 - 1/2 to three an. We kept our clickthrough rate but look how 00:41:15.945 --> 00:41:20.719 - many times we were served up. OK we can't really do a lot about 00:41:20.719 --> 00:41:23.788 - that because that's Google going. Not as many people 00:41:23.788 --> 00:41:26.516 - searched for multilingual website examples. Sorry. OK well 00:41:26.516 --> 00:41:30.949 - covid probably caused a lot of this, but at least we know now 00:41:30.949 --> 00:41:34.018 - we're moving up in ranking. We're maintaining our click 00:41:34.018 --> 00:41:37.045 - through rate. We're losing clicks, but it's because Google 00:41:37.045 --> 00:41:40.620 - is not there. Googles not getting as many searches an not 00:41:40.620 --> 00:41:44.520 - displaying us as many times right? So we know that we're not 00:41:44.520 --> 00:41:47.770 - in trouble. We know that we're holding right here. We're 00:41:47.770 --> 00:41:51.345 - holding our own so we don't really probably have to do 00:41:51.345 --> 00:41:55.245 - anything on that one right now, right? We're not in trouble for 00:41:55.245 --> 00:41:58.170 - that, so these reports are really, really important to 00:41:58.170 --> 00:42:01.745 - Riley and Chris. Because this is literally what tells them what 00:42:01.745 --> 00:42:03.045 - to do every week. 00:42:03.950 --> 00:42:07.538 - So rather than sit there going, what do I need to write about? 00:42:07.538 --> 00:42:10.850 - What would be a good article to write about which is what? 00:42:10.850 --> 00:42:13.886 - Sometimes marketers do right there like, Oh, we got this new 00:42:13.886 --> 00:42:16.922 - thing we're doing. We need to write some more content about 00:42:16.922 --> 00:42:19.958 - that and tell people what we're doing. OK, well, if you're 00:42:19.958 --> 00:42:22.718 - telling people about's lost in Argentina and nobody in Austin 00:42:22.718 --> 00:42:26.030 - or nobody here that we work with is searching for slots in 00:42:26.030 --> 00:42:28.790 - Argentina, is there really any reason we care about that 00:42:28.790 --> 00:42:31.826 - keyword? And then answer is no. Obviously I'm being silly, but 00:42:31.826 --> 00:42:35.138 - that's kind of how it works here. And it's the same thing. 00:42:35.190 --> 00:42:38.336 - Do we really need to go write an article about financial 00:42:38.336 --> 00:42:41.482 - management and the answer is no, because there are a million 00:42:41.482 --> 00:42:44.056 - people a month searching for financial management, but the 00:42:44.056 --> 00:42:46.916 - competition is high and we already know Fidelity in Charles 00:42:46.916 --> 00:42:50.634 - Schwab and all those guys own that space where not so we don't 00:42:50.634 --> 00:42:54.066 - need to waste anytime. Even though we say we are a financial 00:42:54.066 --> 00:42:57.528 - management company. Doesn't matter, yeah, are people that we 00:42:57.528 --> 00:43:01.176 - work with a lot looking for a financial company or in our 00:43:01.176 --> 00:43:04.216 - case, a Web Development Company in Texas or web development 00:43:04.216 --> 00:43:05.432 - company in Austin, TX? 00:43:06.020 --> 00:43:10.884 - OK, if they are, I want to show up for that, so I might go in 00:43:10.884 --> 00:43:14.532 - and start doing what we call local SCO and I might start 00:43:14.532 --> 00:43:18.788 - optimizing a few of our pages. So in some of the key words and 00:43:18.788 --> 00:43:22.740 - things like that, we can add the words Austin, TX and we could 00:43:22.740 --> 00:43:26.388 - add Texas so that we're showing up more often and ranking higher 00:43:26.388 --> 00:43:29.428 - when people are in Texas searching for web development or 00:43:29.428 --> 00:43:32.772 - whatever development companies in Texas. I know Chris did a ton 00:43:32.772 --> 00:43:36.116 - of local SCO optimization work before I got here eight years 00:43:36.116 --> 00:43:37.975 - ago. We really haven't done a 00:43:37.975 --> 00:43:41.898 - lot since then. Are we missing out on opportunities, 00:43:41.898 --> 00:43:43.888 - potentially right? We might be. 00:43:45.390 --> 00:43:49.230 - Because nobody is really focused on local aecio anymore, we've 00:43:49.230 --> 00:43:52.686 - branched out an we're really trying nationwide North America, 00:43:52.686 --> 00:43:56.526 - really, we're really trying to hit North America hard and 00:43:56.526 --> 00:44:00.366 - heavy, so we don't necessarily focus on local. Maybe it 00:44:00.366 --> 00:44:04.974 - wouldn't take much to show up local, because when people do a 00:44:04.974 --> 00:44:07.662 - local search, Google automatically in your browser 00:44:07.662 --> 00:44:11.118 - ranks any results that are local hire for free. 00:44:11.830 --> 00:44:15.886 - So if we just make sure to have indicators letting Google know 00:44:15.886 --> 00:44:19.604 - that we are local to Texas and local to Austin will 00:44:19.604 --> 00:44:23.322 - automatically get some of those searches for free even if we 00:44:23.322 --> 00:44:26.364 - aren't the most relevant across the entire Internet. Become 00:44:26.364 --> 00:44:29.406 - because Google weights location higher in the browsing session. 00:44:30.020 --> 00:44:34.180 - That'll make sense, yes, Sir. 'cause If I go out right now and 00:44:34.180 --> 00:44:38.660 - I type Best Buy what shows up the Best Buy in Cedar Park in 00:44:38.660 --> 00:44:43.140 - the best right? It uses Geo. It knows where I am. It knows my 00:44:43.140 --> 00:44:47.300 - zip code or my IP address. It knows exactly where I am. So 00:44:47.300 --> 00:44:51.140 - Google serves up the best buys just down the street for me 00:44:51.140 --> 00:44:54.980 - automatically. I don't have to do anything, so even if Best Buy 00:44:54.980 --> 00:44:58.180 - didn't automate for Austin or Cedar Park, it doesn't matter 00:44:58.180 --> 00:45:00.740 - because it automatically uses locale as a significant 00:45:00.740 --> 00:45:04.230 - indicator. And waiting when it serves up results right? So if 00:45:04.230 --> 00:45:07.310 - we wanted to do more web development or more custom 00:45:07.310 --> 00:45:11.006 - development in Austin, TX in in Texas and focus on that, we 00:45:11.006 --> 00:45:15.318 - could do and add a little bit of local SCO work back in, and 00:45:15.318 --> 00:45:19.014 - that's kind of how you do it, so those might become keyword 00:45:19.014 --> 00:45:23.018 - enhancements that we do, so we may not be able to own web 00:45:23.018 --> 00:45:26.098 - development. But could we own web development in Austin, TX? 00:45:26.098 --> 00:45:29.178 - Yeah, that might be low competition. We could go right 00:45:29.178 --> 00:45:32.566 - ten articles about that. Link the heck out of that and. 00:45:32.650 --> 00:45:36.050 - Every single person looking for web development in Austin, TX 00:45:36.050 --> 00:45:39.450 - would find us might only be three people among searching, 00:45:39.450 --> 00:45:43.530 - but those three people come to us and they buy. That's that's 00:45:43.530 --> 00:45:47.270 - our whole business. There's three new deals a month. We win, 00:45:47.270 --> 00:45:51.010 - right? So if anything, I really wanted to talk about this 00:45:51.010 --> 00:45:55.430 - because every single thing that we do, all the work that we do, 00:45:55.430 --> 00:46:00.190 - all the marketing, all the way we talk. We have to be using the 00:46:00.190 --> 00:46:03.250 - keywords that people are searching for and that will 00:46:03.250 --> 00:46:05.630 - drive. Business to clarity. So let me pause and stop for 00:46:05.630 --> 00:46:08.269 - minute kind of go around the room and see Chris let me start 00:46:08.269 --> 00:46:10.908 - with you and see if you and Riley have anything to add that 00:46:10.908 --> 00:46:13.344 - I haven't touched. 'cause you guys are doing a lot more of 00:46:13.344 --> 00:46:16.186 - this day today than I am. So let me just start with you and 00:46:16.186 --> 00:46:18.825 - then let's go to Riley and see if you have anything to add. 00:46:23.780 --> 00:46:25.496 - Looks like we talking on you. 00:46:27.780 --> 00:46:29.940 - Chris may have disappeared for a 00:46:29.940 --> 00:46:34.840 - minute. Riley, you want to jump in? Is there anything? I know 00:46:34.840 --> 00:46:38.800 - you use different tools than what I covered today. Um, I 00:46:38.800 --> 00:46:43.480 - think you did a really good job of giving a detailed overview of 00:46:43.480 --> 00:46:47.800 - you know exactly what we're doing and how we go about doing 00:46:47.800 --> 00:46:51.400 - it. These tools are absolutely paramount to the success of. 00:46:52.000 --> 00:46:58.045 - I mean my day today and what I do. One of the things that very 00:46:58.045 --> 00:47:02.881 - fun and interesting is. It's all data driven like Ron was talking 00:47:02.881 --> 00:47:07.314 - about. Sometimes there are new initiatives that we want to go 00:47:07.314 --> 00:47:12.150 - out and tackle. It's a new feature and we might not be 00:47:12.150 --> 00:47:13.762 - ranking for it, but. 00:47:14.360 --> 00:47:18.265 - That's a risk that we're taking, you know, 'cause this is 00:47:18.265 --> 00:47:20.040 - something that's totally net new 00:47:20.040 --> 00:47:25.187 - and we. Uhm, I know that we're doing that now. Uh, as we're 00:47:25.187 --> 00:47:29.351 - productizing the company. Uhm, so I don't know I, I think you 00:47:29.351 --> 00:47:34.209 - did a great job. I don't really have much to add aside from good 00:47:34.209 --> 00:47:35.944 - job that was very informative. 00:47:36.720 --> 00:47:40.919 - OK thanks, I appreciate that. I just teams you. By the way, I 00:47:40.919 --> 00:47:45.118 - just teams to this report that I ran this morning just in case 00:47:45.118 --> 00:47:49.206 - you wanted it. And if anybody wants, I'm happy to walk into 00:47:49.206 --> 00:47:52.990 - Webmaster tools and show how I Gen this report. Does anybody 00:47:52.990 --> 00:47:57.806 - wanna see that it will take 20 seconds? Do it. OK so if you 00:47:57.806 --> 00:48:00.902 - come over here into Google search console, it's called 00:48:00.902 --> 00:48:03.998 - Webmaster tools. It's called Google search console. The old 00:48:03.998 --> 00:48:07.782 - name it actually used to say Webmaster tools. It's now called 00:48:07.782 --> 00:48:12.254 - Google search console. Sorry, so since I've used it for so long I 00:48:12.254 --> 00:48:15.694 - keep calling it Webmaster tools but this is search console. 00:48:16.490 --> 00:48:18.702 - If you come over here, underperformance and 00:48:18.702 --> 00:48:19.966 - go to search results. 00:48:21.380 --> 00:48:27.550 - Usually this when you come in shows something similar to. 00:48:28.390 --> 00:48:31.606 - This it says, usually date last three months and it kind of 00:48:31.606 --> 00:48:35.090 - shows you your impressions and clicks. And if you want to go in 00:48:35.090 --> 00:48:38.842 - and see your click through rate you want to go in and see your 00:48:38.842 --> 00:48:41.790 - average position. See how you're doing and stuff like that. You 00:48:41.790 --> 00:48:45.542 - can go in and look at this week and say that's the last three 00:48:45.542 --> 00:48:48.222 - months. What about the last Seven days? What's going on 00:48:48.222 --> 00:48:50.902 - right? So this is physically looking right into Google and 00:48:50.902 --> 00:48:53.850 - Google is physically telling us how many clicks and what it 00:48:53.850 --> 00:48:57.066 - served up and what our position is in the average. Click through 00:48:57.066 --> 00:48:59.210 - rate and everything on everything it's doing relating. 00:48:59.300 --> 00:49:02.300 - To us, which is great because this is telling it things that 00:49:02.300 --> 00:49:05.300 - is doing that. We're not even trying to track. This is just 00:49:05.300 --> 00:49:09.050 - what it does, right? So if you come in here and say I want the 00:49:09.050 --> 00:49:13.724 - last three months? And then click on compare and then say 00:49:13.724 --> 00:49:15.839 - compare last three months to 00:49:15.839 --> 00:49:18.520 - previous period. Click apply. 00:49:21.670 --> 00:49:23.446 - Then come over here to filter. 00:49:25.630 --> 00:49:27.088 - Click every box. 00:49:34.280 --> 00:49:38.060 - Really slow 'cause asked to turn him on there. So many results. 00:49:41.600 --> 00:49:43.370 - Alright, so I check every box. 00:49:46.220 --> 00:49:49.958 - I click outside the box. I can click done and now it will show 00:49:49.958 --> 00:49:52.895 - me all those results right here. Here's the last months. Click 00:49:52.895 --> 00:49:56.099 - previous months click, but then it kind of truncates. I have to 00:49:56.099 --> 00:49:59.570 - slide over if I want to see the click through a proof position 00:49:59.570 --> 00:50:03.041 - right? So this is now that report. So then I just pop up 00:50:03.041 --> 00:50:05.978 - here to export, I click export and I opened up that 00:50:05.978 --> 00:50:09.182 - spreadsheet. I made this blue and white. I hit these. I hit 00:50:09.182 --> 00:50:12.386 - the center button and I was done. So I literally had this 00:50:12.386 --> 00:50:15.323 - report in less than one minute in pre preparing for this 00:50:15.323 --> 00:50:18.260 - meeting. That's literally all I did I went into search console, 00:50:18.260 --> 00:50:21.642 - said. Hey, what have you done on my behalf over the last three 00:50:21.642 --> 00:50:24.970 - months and I want to compare it to the previous three months and 00:50:24.970 --> 00:50:28.554 - then give me all the data you've got about that. So it tells me 00:50:28.554 --> 00:50:31.370 - the number of clicks people have clicked for each keyword, what 00:50:31.370 --> 00:50:33.930 - they click, the previous, how many times Google is displayed, 00:50:33.930 --> 00:50:37.002 - us, how many times the previous, what is our click through rate. 00:50:37.900 --> 00:50:41.354 - Make good obviously were really high here, but this is clarity 00:50:41.354 --> 00:50:44.494 - venture, so people looking for clarity ventures you know we're 00:50:44.494 --> 00:50:48.576 - in position one or two you know and we get lots of clicks? 00:50:48.576 --> 00:50:51.088 - Well, that's probably 'cause they're looking for us. 00:50:52.440 --> 00:50:56.379 - But anyway, um, so that's how I got this report. So it's pretty 00:50:56.379 --> 00:51:00.318 - easy. You can run it anytime if you got access to search console 00:51:00.318 --> 00:51:04.560 - and but it's just a little bit easier to view because I can go 00:51:04.560 --> 00:51:08.196 - full screen here and then I can see everything and start doing 00:51:08.196 --> 00:51:12.135 - different things. So a lot of times you know will go down and 00:51:12.135 --> 00:51:15.771 - we just did this with Jerry Jerry's, a friend of mine who 00:51:15.771 --> 00:51:19.407 - helps us with our CEO, Jerry will go through and see things 00:51:19.407 --> 00:51:23.346 - like like this one here where we moved from position 3 to one. 00:51:23.400 --> 00:51:27.144 - And we went from at 8 through 8% click rate to 10 00:51:27.144 --> 00:51:31.200 - and we went from 385 to 494 from 30 clicks to 50 clicks 00:51:31.200 --> 00:51:32.448 - ERP configuration and go. 00:51:33.720 --> 00:51:37.428 - You guys need to capitalize on that, and then he'll send that 00:51:37.428 --> 00:51:41.445 - report to us, and now Riley will go, Oh, good grief, there's an 00:51:41.445 --> 00:51:43.608 - opportunity we don't write anything about jarppi 00:51:43.608 --> 00:51:47.007 - configuration, but we've shown up. Google is served us up 500 00:51:47.007 --> 00:51:50.406 - times over the last three months, and we've got more than 00:51:50.406 --> 00:51:54.423 - 10% of the people that see it. They click on us because we're 00:51:54.423 --> 00:51:58.131 - in position one or two. Barely most of the time we're in 00:51:58.131 --> 00:52:01.221 - position one. If we're 107, averaging over the course of 00:52:01.221 --> 00:52:04.620 - three months, good grief. That means we showed up in position 00:52:04.620 --> 00:52:08.828 - one. 400 times and then maybe position two. You know 100 times 00:52:08.828 --> 00:52:12.308 - or something like that. Well, I guess that probably like 00:52:12.308 --> 00:52:16.484 - position 1.2, wouldn't it? So even higher than that 90% of the 00:52:16.484 --> 00:52:20.660 - time we're in position one, so this would be a keyword that 00:52:20.660 --> 00:52:24.488 - right? It could go well. ERP configuration is related to our 00:52:24.488 --> 00:52:27.968 - ERP integration that we do, even though we're not necessarily 00:52:27.968 --> 00:52:31.100 - doing the ERP configuration. It is definitely related because 00:52:31.100 --> 00:52:34.928 - people have to go in and configure their ER, peas and 00:52:34.928 --> 00:52:38.138 - customize. And we can integrate that and help automate their 00:52:38.138 --> 00:52:41.258 - business processes with their front end. That is very related 00:52:41.258 --> 00:52:45.002 - to what we do. Let's go start writing a couple articles about 00:52:45.002 --> 00:52:48.434 - it. And boom, Riley will go right those articles right? So 00:52:48.434 --> 00:52:52.178 - now he can start protecting. He didn't even know we earned it. 00:52:52.178 --> 00:52:54.050 - But we can start protecting this 00:52:54.050 --> 00:52:56.461 - position one. Because now we 00:52:56.461 --> 00:53:00.682 - know. Right, and we didn't even know that before. So for example 00:53:00.682 --> 00:53:04.306 - in Maz I showed you we have 654 keywords that we've been 00:53:04.306 --> 00:53:06.118 - tracking for the last 6 Seven 00:53:06.118 --> 00:53:11.350 - years. Riley has a different tool. I think it was dyno map or 00:53:11.350 --> 00:53:16.030 - Chris got us a while back and it shows that were actually ranking 00:53:16.030 --> 00:53:20.710 - for how many keyword Riley was at 4000 or 8000 or something. I 00:53:20.710 --> 00:53:24.670 - mean some crazy number no I generated that one through mas. 00:53:24.670 --> 00:53:28.990 - It was most and how many keywords total was it? It was 00:53:28.990 --> 00:53:32.950 - like 8800 keywords that were ranking for so even though we're 00:53:32.950 --> 00:53:36.190 - tracking and proactively writing about 650, four were actually 00:53:36.190 --> 00:53:37.270 - ranking for 88. 00:53:37.280 --> 00:53:41.788 - 100 so if we can come in a report like this and see how 00:53:41.788 --> 00:53:43.720 - well we're doing on those 8800. 00:53:44.270 --> 00:53:48.362 - Instead of 654, there might be an additional 2 or 300 that 00:53:48.362 --> 00:53:52.113 - we're really doing well that are very relative to our business 00:53:52.113 --> 00:53:56.887 - that we may want to add to our list of things to write about. 00:53:57.680 --> 00:53:58.888 - So don't make sense. 00:54:00.500 --> 00:54:06.324 - Yeah, yes, bottom line is we don't care how they get to our 00:54:06.324 --> 00:54:11.120 - website. We're just trying to drive traffic to the website 00:54:11.120 --> 00:54:13.520 - right now. The one thing about 00:54:13.520 --> 00:54:17.508 - that is. If they come to our website about onion 00:54:17.508 --> 00:54:20.681 - architecture. Are they a potential client of ours, 00:54:20.681 --> 00:54:21.004 - really? 00:54:22.170 --> 00:54:25.537 - Yeah, I don't know. Maybe I I don't know the answer to that. 00:54:25.537 --> 00:54:28.904 - Probably 90% of the time, no, but it could be the director of 00:54:28.904 --> 00:54:32.789 - Icty, and he may be when he comes and goes to that he may be 00:54:32.789 --> 00:54:35.897 - looking for a developer to help with onion, but then he finds 00:54:35.897 --> 00:54:39.005 - incomes and read that article and finds out that were also dot 00:54:39.005 --> 00:54:42.890 - net. We do this and we do that and the other and he goes. Oh 00:54:42.890 --> 00:54:46.257 - maybe they can help us with our project and they might. So maybe 00:54:46.257 --> 00:54:50.401 - 1 out of 10 one out of 20 times we might have some and it might 00:54:50.401 --> 00:54:53.250 - turn into a project. Who knows? So it doesn't necessarily hurt 00:54:53.250 --> 00:54:55.840 - that we drive this traffic to our website. That's not 00:54:55.840 --> 00:54:58.380 - necessarily. Really relevant to our business, the most important 00:54:58.380 --> 00:55:00.340 - thing is get him to the website. 00:55:00.860 --> 00:55:04.472 - And surround them with a lot of really cool things. How many 00:55:04.472 --> 00:55:08.084 - times Have you ever been to Walmart and tried to check out 00:55:08.084 --> 00:55:11.094 - and didn't have drinks and batteries and chips and beef 00:55:11.094 --> 00:55:14.405 - jerky and candy bars and People magazine and everything in your 00:55:14.405 --> 00:55:17.415 - face the entire time? You're going through the checkout line? 00:55:17.415 --> 00:55:21.629 - Why do they do that? 'cause you didn't go in there to buy that, 00:55:21.629 --> 00:55:24.639 - but when you're standing in line on your way out? 00:55:25.750 --> 00:55:29.050 - You have a high likelihood you might buy something right? And 00:55:29.050 --> 00:55:32.350 - that's really exactly how we do I don't necessarily care how 00:55:32.350 --> 00:55:36.250 - they get to the website. I want to surround them with lots of 00:55:36.250 --> 00:55:38.950 - really good content and promotions and other things on 00:55:38.950 --> 00:55:42.250 - the website that might trigger something that they do need and 00:55:42.250 --> 00:55:44.050 - we can get them to convert. 00:55:44.950 --> 00:55:47.975 - So that's all I got. Let's go around the room, Chris. 00:55:47.975 --> 00:55:49.350 - Are you back with us? 00:55:51.020 --> 00:55:57.572 - Looks like you still got all right. Let's go Sam, you got any 00:55:57.572 --> 00:56:03.116 - questions or any comments? Yeah, I guess it was kinda curious 00:56:03.116 --> 00:56:05.200 - how. Like 00:56:06.410 --> 00:56:13.144 - The type of page uhm is effective or is a factor or I 00:56:13.144 --> 00:56:19.360 - guess or affect the ranking like A blog post versus our home 00:56:19.360 --> 00:56:23.180 - page. Yeah, great question. So this is where we start getting 00:56:23.180 --> 00:56:27.128 - into and we're going to cover this next week when we start 00:56:27.128 --> 00:56:30.089 - talking about content strategy and we're start talking about 00:56:30.089 --> 00:56:33.708 - which strategies and Y and where they're placed on the website 00:56:33.708 --> 00:56:37.327 - and things like that. But remember, if we know the Google 00:56:37.327 --> 00:56:40.946 - serves up in their results videos and white papers and PDFs 00:56:40.946 --> 00:56:44.565 - and web pages and all kinds of different stuff, theoretically I 00:56:44.565 --> 00:56:48.842 - could make and this used to happen 1015 years ago used to be 00:56:48.842 --> 00:56:50.816 - able to make a blank page. 00:56:50.880 --> 00:56:53.916 - On a website rank for keywords. 00:56:54.670 --> 00:57:00.709 - It's crazy now. Why could you do that? Well, because Google. 00:57:01.530 --> 00:57:08.992 - Doesn't see. This well they do now, but Google views this 00:57:08.992 --> 00:57:10.816 - website like this. 00:57:12.560 --> 00:57:16.564 - Oh look, how much stuff is in here? All the meta tags and 00:57:16.564 --> 00:57:19.952 - all these codes and all this stuff all over the page. 00:57:19.952 --> 00:57:24.264 - Google sees this so if I could put a bunch of hidden stuff on 00:57:24.264 --> 00:57:27.344 - a page like descriptions of pictures, an meta tags and 00:57:27.344 --> 00:57:30.424 - hidden text, well then Google still sees that. So Google 00:57:30.424 --> 00:57:33.812 - says oh here's a page over here. It's got 7000 words 00:57:33.812 --> 00:57:37.508 - about web development and you go to that page and it's just 00:57:37.508 --> 00:57:37.816 - blank. 00:57:39.250 --> 00:57:43.534 - Used to be able to do that. You can't do that anymore, but you 00:57:43.534 --> 00:57:46.288 - can, but it's because Google is blind. Google doesn't 00:57:46.288 --> 00:57:49.348 - necessarily see the page graphically. It does now when it 00:57:49.348 --> 00:57:53.020 - renders it for mobile checking, but Google looks at it in code, 00:57:53.020 --> 00:57:57.304 - so knowing that Google looks at it in code that allows us as I 00:57:57.304 --> 00:58:00.976 - see us to optimize additional elements on the page to help the 00:58:00.976 --> 00:58:04.954 - page rank even better so we could have a blog post and I 00:58:04.954 --> 00:58:08.886 - could throw. Five or six images? Because blog posts are normally 00:58:08.886 --> 00:58:12.534 - shorter than a regular web page, a champion anyway. So how could 00:58:12.534 --> 00:58:16.182 - I make a blog post rank? Well, well, I might add an 00:58:16.182 --> 00:58:19.830 - infographic. I might add another graphic I might have to call to 00:58:19.830 --> 00:58:23.478 - action. I might put a nice little banner on there and then 00:58:23.478 --> 00:58:26.822 - all of those elements I can optimize for the keywords of 00:58:26.822 --> 00:58:31.078 - that blog post. I can change the file name so when I upload the 00:58:31.078 --> 00:58:34.118 - banner, the banner could be beta B supply chain management.jpg 00:58:34.118 --> 00:58:38.070 - and then the alt tag of the Aria label for that could be. 00:58:38.080 --> 00:58:42.330 - Listed as clarity specializes in beta BE Commerce supply change 00:58:42.330 --> 00:58:46.580 - management solutions right? All this hidden stuff that you don't 00:58:46.580 --> 00:58:48.280 - see but Google does. 00:58:48.830 --> 00:58:53.780 - Yeah. So those are all indicators, so we decide based 00:58:53.780 --> 00:58:58.980 - on how we serve content up to our visitors. In our case, now 00:58:58.980 --> 00:59:03.780 - that we go to the Resource Center, we can serve up blogs, 00:59:03.780 --> 00:59:06.980 - articles, guides or just information videos, things about 00:59:06.980 --> 00:59:11.380 - E Commerce. So Riley Really when he starts writing content has 00:59:11.380 --> 00:59:15.380 - four different avenues to publish content, so he can kind 00:59:15.380 --> 00:59:19.780 - of decide what that looks like and it almost doesn't even 00:59:19.780 --> 00:59:23.074 - matter anymore. Because they are all equally served up as 00:59:23.074 --> 00:59:25.846 - first class citizens here in our Resource Center, right? 00:59:25.846 --> 00:59:28.926 - So it's not as important as it used to be. 00:59:30.620 --> 00:59:33.660 - Does that make sense to that answer question? 00:59:33.660 --> 00:59:34.800 - Yes, yes, definitely.