---Presenter: Reily HalversenSubject: Content ManagementDuration: 00:52:57Quiz: https://forms.gle/F2sCAUoGhfQzTsC18---00:00:05.220 --> 00:00:11.105 - Today we're going to be talking about short term versus long 00:00:11.105 --> 00:00:17.525 - term as CEO, and what do they mean and what are their 00:00:17.525 --> 00:00:24.335 - differences? So before we get off, I wanted to ask you a 00:00:24.335 --> 00:00:29.385 - few key questions and see what y'all's understanding of these 00:00:29.385 --> 00:00:31.405 - topics are. So Sam. 00:00:32.930 --> 00:00:36.434 - Words, what do you think short-term SCO means? 00:00:45.090 --> 00:00:46.838 - If you're looking for. 00:00:48.480 --> 00:00:53.683 - Results, uhm, just putting out like one piece of content and 00:00:53.683 --> 00:00:59.359 - not really considering how it may work with the rest of your. 00:00:59.960 --> 00:01:03.184 - Content strategy and so loading it up with. 00:01:03.870 --> 00:01:08.706 - Optimization is that's my my best. 00:01:11.520 --> 00:01:16.772 - OK OK Patrick, What do you think short-term SCO is Enron? I think 00:01:16.772 --> 00:01:20.408 - we're getting some feedback through your mic, like some 00:01:20.408 --> 00:01:23.640 - wrestling or something. Who me? I think so. 00:01:24.450 --> 00:01:25.100 - OK. 00:01:28.280 --> 00:01:30.560 - Uh, yeah, so Patrick. 00:01:31.470 --> 00:01:33.759 - Yes, Sir, for sure, sorry go ahead. 00:01:35.060 --> 00:01:38.998 - For a short term SCL, if I remember correctly, I believe 00:01:38.998 --> 00:01:40.430 - that's more like A. 00:01:41.120 --> 00:01:42.389 - A Black Hat. 00:01:44.170 --> 00:01:49.318 - A method of doing things where they try to bypass the 00:01:49.318 --> 00:01:51.190 - SCO rules and guidelines. 00:01:52.380 --> 00:01:54.130 - For a short term reward. 00:01:55.940 --> 00:01:59.837 - OK, yeah definitely, definitely close on exactly what short-term 00:01:59.837 --> 00:02:04.167 - SCO is and what it means. So throughout this quick 00:02:04.167 --> 00:02:08.497 - presentation, we're going to need to cover that some unique 00:02:08.497 --> 00:02:13.693 - SCO tips and then also, of course, long-term SCO an I'll go 00:02:13.693 --> 00:02:18.456 - to both y'all as well. What your general understanding of what 00:02:18.456 --> 00:02:24.518 - long-term SCO is Sam. If you want to kick us out, let me let 00:02:24.518 --> 00:02:26.250 - me answer short term. 00:02:26.340 --> 00:02:31.128 - Let me throw my 2 cents in on short-term. OK, if you think the 00:02:31.128 --> 00:02:34.890 - name is SEO search engine optimization, it's How do I show 00:02:34.890 --> 00:02:38.310 - up to the search engine's either quickly short-term or long-term 00:02:38.310 --> 00:02:42.414 - organically. Short term paper click. So for me, pay to play is 00:02:42.414 --> 00:02:46.176 - the number one short term SCO strategy 'cause I'm showing up 00:02:46.176 --> 00:02:51.306 - in front of the search engine's, but I have to show up as an ad. 00:02:51.306 --> 00:02:56.094 - It's the only way of Chris asked me to show up for new keyword 00:02:56.094 --> 00:02:59.722 - today. It's the only option that I've got so for me, short term 00:02:59.722 --> 00:03:02.854 - really comes up with pay to play. That's the only way to 00:03:02.854 --> 00:03:05.986 - show up for the search engines quickly. That's just my 2 cents. 00:03:07.230 --> 00:03:12.144 - Awesome, that is, uh, that is right on the money an and we 00:03:12.144 --> 00:03:14.790 - will see if we hit our next. 00:03:16.040 --> 00:03:22.488 - As I click the right screen, we had our next slide. So short 00:03:22.488 --> 00:03:26.952 - term, SCO search engine marketing is another term that 00:03:26.952 --> 00:03:33.400 - pops up. Now wrongs right. It is paid to play. It has both 00:03:33.400 --> 00:03:38.856 - advantages and disadvantages. We can see I've got a nice listing. 00:03:38.856 --> 00:03:44.808 - Here are some of the advantages pay to plays your paper. Click 00:03:44.808 --> 00:03:50.976 - that is. Onto AdWords or adroll. Paying for 00:03:50.976 --> 00:03:55.812 - advertisements. Now those come in a 00:03:55.812 --> 00:04:01.454 - variety of fashions. We have your display. 00:04:02.970 --> 00:04:07.436 - Visual display ads. You see those all the time when you're 00:04:07.436 --> 00:04:09.060 - surfing the web and? 00:04:09.690 --> 00:04:13.866 - You're on a Facebook, for instance, and there's this 00:04:13.866 --> 00:04:18.970 - little banner out of the blue that's in advertisement, or one 00:04:18.970 --> 00:04:23.610 - that pops up under YouTube video. You also have your 00:04:23.610 --> 00:04:28.714 - search, which is going to be your standard text, and I'm 00:04:28.714 --> 00:04:30.570 - going to pull up. 00:04:31.750 --> 00:04:35.320 - Let me do, let's see, um. 00:04:37.900 --> 00:04:43.738 - Just going to throw in a random thing you can see here. This is 00:04:43.738 --> 00:04:47.074 - our text search. Um advertisements where you have 00:04:47.074 --> 00:04:50.827 - the you'll see these the top four top five. 00:04:51.670 --> 00:04:52.470 - Um? 00:04:53.830 --> 00:04:59.360 - And these are also the pay to play now to kind of go over 00:04:59.360 --> 00:05:03.705 - exactly what that means is we have our keywords, an hour 00:05:03.705 --> 00:05:08.050 - phrases that we are targeting. So whenever I jump into Google 00:05:08.050 --> 00:05:10.815 - Adwords an I write up my ad 00:05:10.815 --> 00:05:17.343 - copy. I then, which is what we see what we see in our search. 00:05:17.343 --> 00:05:21.754 - Uhm, I then choose what keywords and phrases I want to 00:05:21.754 --> 00:05:27.769 - show up for a. It is very much so SCO it is the same thought 00:05:27.769 --> 00:05:31.378 - process, the same practices. Whether you're looking at the 00:05:31.378 --> 00:05:35.388 - titles might be better to pull that back up, actually. 00:05:36.820 --> 00:05:40.956 - So here is the exact same thing as your standard SCO. 00:05:40.956 --> 00:05:42.460 - You've got your description. 00:05:43.500 --> 00:05:49.280 - You've got your titles. Some of them have additional extensions, 00:05:49.280 --> 00:05:55.638 - some of them we phone numbers or emails, see appear phone 00:05:55.638 --> 00:06:01.418 - numbers? Uh, some will have these subpages and the very 00:06:01.418 --> 00:06:07.198 - advantageous piece when it comes to the short-term. SCO, aside 00:06:07.198 --> 00:06:13.226 - from. These are the ones we'll go over is I can tell search 00:06:13.226 --> 00:06:18.062 - engine's exactly what I want to show up whenever we are ranking 00:06:18.062 --> 00:06:22.898 - for organic, so everything else down the page that is the search 00:06:22.898 --> 00:06:26.928 - engine coming up with. OK, here's your title. Here's your 00:06:26.928 --> 00:06:31.764 - description, but to be honest we can always trust Google. We can 00:06:31.764 --> 00:06:35.794 - always trust Yahoo or whatever other search engine you're using 00:06:35.794 --> 00:06:39.018 - because they may take content within the page. 00:06:39.120 --> 00:06:43.020 - And display that is that little description that we see in the 00:06:43.020 --> 00:06:44.645 - serp. The search engine results 00:06:44.645 --> 00:06:49.200 - page. So with short-term SCO, the paper click I can really 00:06:49.200 --> 00:06:54.226 - say, hey, this is the face that I'd like to put forward. So for 00:06:54.226 --> 00:06:56.380 - our first we have our branding. 00:06:57.120 --> 00:07:01.725 - I just said I can say this is what I want to look like. These 00:07:01.725 --> 00:07:06.330 - type of clothes I want to wear this I want to do my hair and 00:07:06.330 --> 00:07:10.935 - this is how I want everyone to see me and that's going to be a 00:07:10.935 --> 00:07:13.698 - very clean way of displaying our branding. Bringing that 00:07:13.698 --> 00:07:14.926 - brand awareness that consistency. 00:07:16.470 --> 00:07:21.475 - The great other pieces, the budget I have total control of 00:07:21.475 --> 00:07:26.480 - how much money we want to put into the advertisements. I'll 00:07:26.480 --> 00:07:29.665 - tell Google. Alright, I'm willing to spend. 00:07:30.290 --> 00:07:33.938 - $70 every every day. 00:07:34.700 --> 00:07:38.936 - That's it, I don't wanna spend anymore than that and it will 00:07:38.936 --> 00:07:43.525 - for the most part follow that now. I see for the most part, 00:07:43.525 --> 00:07:44.937 - because the way the. 00:07:45.850 --> 00:07:48.796 - Algorithm or bucket works is you. 00:07:49.990 --> 00:07:55.800 - A an example for Admiral, I'd say per week. This is how much I 00:07:55.800 --> 00:08:00.780 - want to spend it takes that spreads it out over an entire 00:08:00.780 --> 00:08:06.175 - month and says you have a bucket of four weeks worth of money 00:08:06.175 --> 00:08:11.985 - that is pre allocated and it may be blown in the first week or 00:08:11.985 --> 00:08:16.550 - maybe spread out evenly. So budget is both an advantage and 00:08:16.550 --> 00:08:20.285 - a disadvantage and will go over that last bit. 00:08:20.650 --> 00:08:24.025 - Uh, in a bit, so 00:08:24.025 --> 00:08:28.022 - geotargeting. I can target specific countries, states, 00:08:28.022 --> 00:08:32.542 - cities, uh, specific regions that I want my advertisement to 00:08:32.542 --> 00:08:38.418 - show up the keywords and the phrases like I was saying I can 00:08:38.418 --> 00:08:44.746 - put the exact face out there that I want if I only want to 00:08:44.746 --> 00:08:49.718 - show up for people who search E Commerce marketing experts. I 00:08:49.718 --> 00:08:55.142 - can bid on that keyword phrase. So if somebody types in exactly 00:08:55.540 --> 00:09:01.012 - that phrase, we can show up. There are additional ways to bid 00:09:01.012 --> 00:09:06.028 - on phrases and keywords, UM, in Google hours in particular, you 00:09:06.028 --> 00:09:11.956 - can bid on a single keyword and have it as an exact match, 00:09:11.956 --> 00:09:18.796 - meaning I have to type it as is. So if I don't type those E 00:09:18.796 --> 00:09:22.900 - Commerce marketing experts exactly the way I am bidding 00:09:22.900 --> 00:09:27.460 - for, it won't show up. There are a broad match. 00:09:27.650 --> 00:09:32.830 - Where if someone were to type really awesome E Commerce 00:09:32.830 --> 00:09:39.046 - marketing experts, we may show up for that, but a downside of 00:09:39.046 --> 00:09:42.672 - that is we may show up for. 00:09:43.720 --> 00:09:46.120 - Uhm E Commerce. 00:09:47.230 --> 00:09:51.559 - Insert random words, marketing random words and then experts. 00:09:51.559 --> 00:09:56.369 - Just something that may be unrelated. Uh, a good example 00:09:56.369 --> 00:09:58.774 - would be. Maybe you're talking 00:09:58.774 --> 00:10:02.605 - about a. Comic book character and you're selling figurines, 00:10:02.605 --> 00:10:07.220 - but you don't want to show up for comics or for the movies 00:10:07.220 --> 00:10:10.770 - that you're in. Your specifically want to show up for 00:10:10.770 --> 00:10:15.030 - your figurines that you sell. You may show up an pay for. 00:10:15.630 --> 00:10:21.222 - UN relevant searches ad copy. I had already kind of talked about 00:10:21.222 --> 00:10:26.814 - that being able to really put 4th exactly what I want people 00:10:26.814 --> 00:10:33.660 - to see. You can break these out into campaigns where you can 00:10:33.660 --> 00:10:37.884 - have in numerous settings, budgets, keywords, phrases add 00:10:37.884 --> 00:10:44.748 - copies of the whole 9 yards in our next session I'll be going 00:10:44.748 --> 00:10:50.028 - over PC where will really dive into the specificity's around 00:10:50.028 --> 00:10:56.385 - that. Um landing page I can say hey, if I am searching for E 00:10:56.385 --> 00:11:00.730 - Commerce marketing experts. Uhm I want people to land on page 00:11:00.730 --> 00:11:05.865 - Alpha 'cause it is the best and that's what's going to show up. 00:11:05.865 --> 00:11:10.210 - We've talked about our champions and our supporting pages in how 00:11:10.210 --> 00:11:14.160 - the supporting pages try to support the Champions because we 00:11:14.160 --> 00:11:19.690 - want the Champions to show up well when it comes to PC in this 00:11:19.690 --> 00:11:20.875 - short term, SCO. 00:11:21.540 --> 00:11:25.914 - That landing page that's the champion were literally paying 00:11:25.914 --> 00:11:27.858 - to have our champion. 00:11:28.470 --> 00:11:33.804 - Pop up at is high up the search result pages as we're willing to 00:11:33.804 --> 00:11:38.720 - pay for. Uhm, it's great for any special offers. Promotions kind 00:11:38.720 --> 00:11:41.060 - of talked about some of those 00:11:41.060 --> 00:11:46.054 - banner ads. It's great when we're looking for Web Analytics. 00:11:46.054 --> 00:11:51.092 - It's very easy to jump into my Google Adwords dashboard. I'll 00:11:51.092 --> 00:11:57.504 - pull us a quick example and I'll be able to see exactly how much 00:11:57.504 --> 00:12:02.084 - we're spending what it looks like, where people are landing. 00:12:02.840 --> 00:12:08.528 - Up here is Admiral and we can see the amount of impressions. 00:12:08.528 --> 00:12:13.268 - The clickthrough rates the spend conversions, the clicks, and we 00:12:13.268 --> 00:12:18.482 - can get very granular with this data, which can be highly 00:12:18.482 --> 00:12:25.795 - valuable. Um, and also the RY. The return on investment. I can 00:12:25.795 --> 00:12:32.010 - very easily see Hey, we're spending $700.00 a week on ads 00:12:32.010 --> 00:12:33.705 - and we're getting. 00:12:34.370 --> 00:12:38.726 - 10 conversions for every $700.00. Uh, we're putting out 00:12:38.726 --> 00:12:44.534 - there. And so it's really easy to track that. And to attribute 00:12:44.534 --> 00:12:46.470 - these conversions 2 hour. 00:12:47.030 --> 00:12:53.414 - PBC advertisement. I am someone to turn the the Mike 00:12:53.414 --> 00:12:57.902 - over to a first salmon, then Patrick and then ran Christian 00:12:57.902 --> 00:13:02.390 - more than welcome to chime in. After what other advantages do 00:13:02.390 --> 00:13:06.470 - you think short-term SCO could could bring to the table? 00:13:10.160 --> 00:13:12.236 - I heard all that, uh, hum. 00:13:14.930 --> 00:13:16.280 - Can you come back to me? 00:13:17.480 --> 00:13:21.680 - It's for sure a Patrick. What do you think? You could also 00:13:21.680 --> 00:13:22.730 - be beneficial for? 00:13:25.550 --> 00:13:26.440 - Um? 00:13:31.660 --> 00:13:32.810 - I'm thinking. 00:13:39.390 --> 00:13:44.164 - Is it? Is it advantages to have it? Where if we need a short 00:13:44.164 --> 00:13:46.210 - like for example if there is? 00:13:46.820 --> 00:13:51.110 - Um, a major change to your site. You want to push that update? 00:13:52.080 --> 00:13:58.185 - Out there as quickly as possible so that way the user. 00:13:59.580 --> 00:14:01.890 - Cool, get used to the new. 00:14:02.850 --> 00:14:04.650 - Um updates. 00:14:06.240 --> 00:14:10.607 - As quickly as possible, would that be an advantage that is 00:14:10.607 --> 00:14:15.768 - very close to kind of wear, and that is actually a piece of 00:14:15.768 --> 00:14:21.326 - where I'm going with this. It is because it is short term we can 00:14:21.326 --> 00:14:25.693 - get results fast. Aside from all these advantages, one of the 00:14:25.693 --> 00:14:30.854 - great pieces about this is like a light switch Ojai today I want 00:14:30.854 --> 00:14:36.015 - to wear a blue shirt, OK switch on. Oh no, that's not working. 00:14:36.015 --> 00:14:43.628 - Switch off. We can see here in the middle where ad copy is AB 00:14:43.628 --> 00:14:48.344 - testing scenarios because I know how to type scenarios. 00:14:49.790 --> 00:14:54.566 - Im were able to AB test an it is very quick, almost 00:14:54.566 --> 00:14:58.546 - instantaneous. The results and the thing that's very and kind 00:14:58.546 --> 00:15:02.924 - of what you were saying. There Patrick with these new updates 00:15:02.924 --> 00:15:08.496 - is what if all of a sudden we all get together. We're having a 00:15:08.496 --> 00:15:12.874 - marketing meeting an we decide we want to show up for. 00:15:13.530 --> 00:15:17.325 - Pink Tutu dresses. It's totally out there. May not even be 00:15:17.325 --> 00:15:22.500 - related to us, but we want to see if we can show up or perform 00:15:22.500 --> 00:15:24.915 - well on the leads that come in 00:15:24.915 --> 00:15:29.673 - through that. Well, why not a short-term SCO strategy? Why not 00:15:29.673 --> 00:15:36.252 - PPC? It is a pay to play. It's a pay to win if we pay the money 00:15:36.252 --> 00:15:38.574 - and we show up, we can. 00:15:39.230 --> 00:15:41.735 - In hopes get positive results 00:15:41.735 --> 00:15:46.104 - back faster. It's it's like jumping into the fast Lane. 00:15:49.860 --> 00:15:53.840 - Any questions on some other advantages or any notes that 00:15:53.840 --> 00:15:55.830 - anyone would like to add? 00:16:00.560 --> 00:16:03.970 - It's also not only as a be testing, it's testing anything. 00:16:03.970 --> 00:16:08.000 - What if we were going to spend six months and rewrite all the 00:16:08.000 --> 00:16:11.100 - content, launching a brand new clarity product? What's a better 00:16:11.100 --> 00:16:15.750 - way to find out the way to write it correctly then to go out test 00:16:15.750 --> 00:16:19.780 - a few ads and figure out which one how we talk about it 00:16:19.780 --> 00:16:23.190 - converts better, so we can literally go out and do paper, 00:16:23.190 --> 00:16:26.600 - click advertising and test 567 different ways to talk about a 00:16:26.600 --> 00:16:29.390 - product. And whichever ones convert better, those could be 00:16:29.390 --> 00:16:30.940 - the ones then we adopt. 00:16:31.020 --> 00:16:32.812 - As we write the content for a 00:16:32.812 --> 00:16:38.506 - new service. So it provides data for our long-term SCO strategy. 00:16:40.430 --> 00:16:46.430 - Correct, that is correct. So some of the disadvantages. I'm 00:16:46.430 --> 00:16:52.430 - click through a. Generally we are going to see lower 00:16:52.430 --> 00:16:57.230 - clickthrough rate on these short-term SCO strategies than 00:16:57.230 --> 00:16:59.030 - we do long-term. 00:16:59.770 --> 00:17:04.402 - And the reason being, uh, is, as soon as I Google something. 00:17:05.240 --> 00:17:11.232 - The first thing that I do, I scroll past the ads and I say 00:17:11.232 --> 00:17:13.800 - OK. Let's see Shopify hub spot 00:17:13.800 --> 00:17:19.982 - big Commerce? And I I skipped past the ads and the reason I do 00:17:19.982 --> 00:17:24.870 - an part of it, maybe because I'm a marketer and I know what's 00:17:24.870 --> 00:17:29.382 - behind it is I know that these people are paying for these 00:17:29.382 --> 00:17:33.894 - spots. They may not have the most relevant of content. It may 00:17:33.894 --> 00:17:38.406 - not be as trustworthy when I see, oh, they're just paying to 00:17:38.406 --> 00:17:42.542 - be up there. It's just a billboard. I want to actually 00:17:42.542 --> 00:17:45.550 - see whose content is driving this search term. 00:17:46.300 --> 00:17:52.852 - So you will generally see a lower seed R, uhm and of course 00:17:52.852 --> 00:17:58.396 - PPC. You're you're paying one of the pieces that I slightly 00:17:58.396 --> 00:18:03.436 - touched with budget is over success, and there are two 00:18:03.436 --> 00:18:08.980 - factors to consider here. The first being the budget and the 00:18:08.980 --> 00:18:15.028 - 2nd is being quality. You all have heard me gripe about Google 00:18:15.028 --> 00:18:17.044 - ads recently. It's because. 00:18:17.510 --> 00:18:18.758 - All of a sudden. 00:18:19.700 --> 00:18:26.120 - Our budget just exploded and we got in an absurd amount of 00:18:26.120 --> 00:18:28.795 - clicks. Well, the problem is 00:18:28.795 --> 00:18:34.004 - one. That would that expected budget. It was out of 00:18:34.004 --> 00:18:37.928 - expectations. You know, it's really hard to plan for 00:18:37.928 --> 00:18:43.596 - something when all of a sudden things go awry. And then the Sir 00:18:43.596 --> 00:18:47.520 - plus of potentially low quality clicks or conversions, those 00:18:47.520 --> 00:18:53.624 - clicks turned out to be a bot we never even got the traffic to 00:18:53.624 --> 00:18:59.292 - our website. Or let's say we set up a campaign, but we didn't 00:18:59.292 --> 00:19:02.966 - restrict the. Geographical location and we're getting a 00:19:02.966 --> 00:19:07.652 - bunch of overseas leads that we generally have a lower time 00:19:07.652 --> 00:19:12.338 - converting that we're just not the right fit for and were 00:19:12.338 --> 00:19:17.024 - directly paying for those things. So those are some of the 00:19:17.024 --> 00:19:21.710 - really key disadvantages. I would say you know, as long as 00:19:21.710 --> 00:19:27.248 - you are careful with the way you plan your strategies and how you 00:19:27.248 --> 00:19:31.082 - implement these with PC, it can be very vital. 00:19:31.780 --> 00:19:36.560 - Uh, to an amazing amount of success for a company. 00:19:37.240 --> 00:19:44.300 - Now next we're going to jump into long-term. SCO and. 00:19:44.990 --> 00:19:52.678 - I can. Jump us over, uh, and kind of go over some of the 00:19:52.678 --> 00:19:55.926 - advantages and the disadvantages. But first, we'll 00:19:55.926 --> 00:20:00.102 - start with Patrick this time. What is long term? 00:20:00.180 --> 00:20:00.830 - SCO 00:20:03.810 --> 00:20:06.130 - Yes, Sir, long-term cor. 00:20:07.220 --> 00:20:07.990 - Um? 00:20:10.730 --> 00:20:14.018 - SCO practices that. 00:20:15.130 --> 00:20:21.142 - It's, uh, the return is more, it's slower, but the return is 00:20:21.142 --> 00:20:23.146 - longer in the timeline. 00:20:24.720 --> 00:20:28.361 - Example, I guess it's not really sure. For example will be. 00:20:29.070 --> 00:20:31.870 - Making sure you how we were key words properly. Make 00:20:31.870 --> 00:20:32.710 - sure you're targeting. 00:20:34.830 --> 00:20:38.222 - Competitive related keywords but not super competitive fighting 00:20:38.222 --> 00:20:42.886 - in the battles that you can win and be number one. 00:20:43.920 --> 00:20:45.170 - Would be some of the. 00:20:45.890 --> 00:20:49.480 - Um? Actions I believe. Yeah, definitely 00:20:49.480 --> 00:20:53.064 - definitely a Sam. What do you think? A 00:20:53.064 --> 00:20:54.408 - long-term SCO is? 00:20:55.660 --> 00:20:56.710 - Um? 00:20:59.510 --> 00:21:02.950 - I think I'm just taking all the advantages of short-term 00:21:02.950 --> 00:21:07.766 - SCO an come like with the AV tests and you get to see what 00:21:07.766 --> 00:21:11.550 - has been working, what hasn't been working in so long term. 00:21:11.550 --> 00:21:12.926 - ICO is planning out. 00:21:14.130 --> 00:21:19.454 - Using those good strategies that I'm really take advantage of the 00:21:19.454 --> 00:21:24.268 - good results. For a long time, and yeah, yeah. 00:21:24.930 --> 00:21:29.580 - Yeah, definitely. Long-term SCO is well, it's long term. It's 00:21:29.580 --> 00:21:36.090 - it's a gift that keeps on giving that this is going to be our 00:21:36.090 --> 00:21:40.740 - search engine optimization, so we're not doing marketing on the 00:21:40.740 --> 00:21:45.855 - search pages were optimizing for them. It's like you were saying 00:21:45.855 --> 00:21:49.575 - the keywords. It's the meta descriptions, the titles, 00:21:49.575 --> 00:21:53.760 - optimization of the images. There's a bunch of different 00:21:53.760 --> 00:21:55.155 - facets to that. 00:21:55.250 --> 00:22:00.746 - And will touch on the next slide exactly what actually it might 00:22:00.746 --> 00:22:05.784 - make sense to jump there. Um, what they're what that exactly 00:22:05.784 --> 00:22:10.822 - entails an icy. There are three categories of long-term SCO. You 00:22:10.822 --> 00:22:15.860 - have your off site, your on site, and your technical SCO 00:22:15.860 --> 00:22:17.234 - your off site. 00:22:17.960 --> 00:22:23.636 - Is going to be your link building getting people to link 00:22:23.636 --> 00:22:26.216 - to your site optimized PR? 00:22:27.000 --> 00:22:32.400 - Your directory submissions maybe a blog? Uh, we had the. 00:22:33.510 --> 00:22:39.090 - Uh, a BJ the Austin Business Journal? Uh, we have a listing 00:22:39.090 --> 00:22:45.600 - in there that is all offsite our on site like you were saying is 00:22:45.600 --> 00:22:50.250 - the content. The anchor text links our internal linking. Our 00:22:50.250 --> 00:22:53.040 - titles Meta H and all tags. 00:22:54.020 --> 00:22:59.816 - That is all our on site. SCO, the technical SCO and Patrick. 00:22:59.816 --> 00:23:06.578 - This is a lot of what you'll be working on is this is the 00:23:06.578 --> 00:23:08.993 - technical stuff that us viewers. 00:23:10.000 --> 00:23:15.660 - Don't. Necessarily, think of when we think of SCO, this is 00:23:15.660 --> 00:23:20.423 - going to be our page loading speed, the crawl depth, it's 00:23:20.423 --> 00:23:23.887 - indexing, the structured data, the architecture, technical SCO 00:23:23.887 --> 00:23:28.650 - and of course plays very important for the CL, but also 00:23:28.650 --> 00:23:34.279 - for the CR. Oh, we've talked about the 333 rule, the 50 Milla 00:23:34.279 --> 00:23:40.341 - second rule. If I jump onto a page, and it takes a long time 00:23:40.341 --> 00:23:46.857 - to load. Well, shoot there, I'm done. I'm out the window an not 00:23:46.857 --> 00:23:52.928 - just me the end user but also Google also Yahoo a cozy at 00:23:52.928 --> 00:23:57.598 - whatever surgeons is we're talking about they see and it 00:23:57.598 --> 00:24:02.268 - reads this site speed D mobile friendliness. All of these 00:24:02.268 --> 00:24:06.938 - different facets and it is highly. It is very important. 00:24:07.680 --> 00:24:12.140 - That we take the time to optimize for that technical 00:24:12.140 --> 00:24:16.600 - piece as well. That sort of behind the curtains now. 00:24:17.330 --> 00:24:22.073 - Of course, long-term SCO has its advantages and its 00:24:22.073 --> 00:24:27.343 - disadvantages. One of the advantages is it is the gift 00:24:27.343 --> 00:24:32.086 - that keeps on giving. These practices are generally well 00:24:32.086 --> 00:24:37.356 - received by search engines and not just search engines, but 00:24:37.356 --> 00:24:44.207 - also users. It's trusted like I was showing before, as soon as I 00:24:44.207 --> 00:24:46.315 - open up a tab. 00:24:46.930 --> 00:24:51.550 - I rarely click on the ads because I know somebody is just 00:24:51.550 --> 00:24:56.555 - paying to be there. I know that they didn't take the hard time. 00:24:56.555 --> 00:25:01.560 - The efforts to really make it to the top and really make that 00:25:01.560 --> 00:25:05.795 - content shine. And because of that that higher level of trust 00:25:05.795 --> 00:25:10.415 - there is also going to be a higher level of click through 00:25:10.415 --> 00:25:14.650 - rates on those pages. We've seen the graph where first position 00:25:14.650 --> 00:25:18.885 - gets clicked on 60% of the time and then second it. 00:25:18.940 --> 00:25:22.740 - Drops and we've seen that graph when we were talking 00:25:22.740 --> 00:25:27.300 - about SCO an that is very much so true in this case. 00:25:28.720 --> 00:25:30.868 - The reason I have buyers here 00:25:30.868 --> 00:25:33.400 - is. If somebody. 00:25:34.370 --> 00:25:36.070 - If you trust somebody. 00:25:36.800 --> 00:25:41.024 - The more you trust them, the more your gonna buy from them. 00:25:41.024 --> 00:25:45.248 - If I type in something and a search result pops up, whoever 00:25:45.248 --> 00:25:49.120 - pops up in the those first few spots below the ads. 00:25:50.320 --> 00:25:54.401 - I'm more likely that I'm going to purchase something from them 00:25:54.401 --> 00:25:58.482 - because it is relevant and one of the great things is. 00:25:59.670 --> 00:26:04.532 - If you want to discount labor, it's free traffic. You don't 00:26:04.532 --> 00:26:08.952 - have to pay to to bring people to your website. 00:26:09.850 --> 00:26:15.370 - Now it does have its downfalls. Time. It is a very lengthy 00:26:15.370 --> 00:26:21.810 - process. There are things that I may work on today and we may not 00:26:21.810 --> 00:26:23.190 - see the benefits. 00:26:24.280 --> 00:26:25.568 - A month from now. 00:26:26.290 --> 00:26:31.690 - It may take 100 articles in one topic to finally see benefits 00:26:31.690 --> 00:26:37.090 - from that topic. It takes time and it's ongoing. So not only 00:26:37.090 --> 00:26:42.940 - does it take time to see these results as well as just the 00:26:42.940 --> 00:26:47.355 - efforts. But it's ongoing. Search engines are constantly 00:26:47.355 --> 00:26:51.905 - evolving all the time and you'll, you'll, uh, you won't 00:26:51.905 --> 00:26:56.910 - just hear it. You'll feel it when there's a big algorithm 00:26:56.910 --> 00:27:03.280 - update for Google and we guys like oh dude, we got hit with it 00:27:03.280 --> 00:27:08.740 - and all of a sudden are our searches. Our impressions on our 00:27:08.740 --> 00:27:13.745 - clicks are all down because there's this update that we in 00:27:13.745 --> 00:27:18.087 - Google's eyes. Or whatever search engine we are less 00:27:18.087 --> 00:27:21.935 - valuable. Recently a big pushes Accessibility in mobile 00:27:21.935 --> 00:27:26.264 - responsiveness. Our website is not really well optimized. It's 00:27:26.264 --> 00:27:32.036 - optimized to an extent, but we can certainly do better. And as 00:27:32.036 --> 00:27:37.808 - we've improved, we're seeing our rankings go up. And to be Frank, 00:27:37.808 --> 00:27:44.542 - we don't know what the next update is going to be. It is an 00:27:44.542 --> 00:27:48.962 - ongoing. Interesting and fun game of chess with search 00:27:48.962 --> 00:27:54.864 - engines and of course with our end users. I want to make sure 00:27:54.864 --> 00:28:00.766 - that I'm optimizing not just to show up, but to also make sure 00:28:00.766 --> 00:28:04.852 - that I'm reaching the right audience with short-term SCO. 00:28:04.852 --> 00:28:10.300 - It's really easy to pinpoint that audience. I can say, hey, I 00:28:10.300 --> 00:28:14.840 - only want to show up in the state of California. 00:28:15.420 --> 00:28:19.897 - And I want only people who search for surfboards, surf, wax 00:28:19.897 --> 00:28:25.188 - and beaches. I only want to show up for that like audience and 00:28:25.188 --> 00:28:30.479 - you can be very granular with who to search, who you show up 00:28:30.479 --> 00:28:35.363 - for an with long-term SCO. It's a lot harder to do that. 00:28:36.280 --> 00:28:38.959 - Now there are. 00:28:39.560 --> 00:28:44.840 - Three additional strategies that we've kind of lightly touched on 00:28:44.840 --> 00:28:51.176 - but haven't really delved into. Uh, in this are white hat, Black 00:28:51.176 --> 00:28:53.288 - Hat, and local SCO. 00:28:54.380 --> 00:28:59.110 - White hat SEO. I will sometimes call that ethical SCO. 00:28:59.720 --> 00:29:07.224 - It is to be Frank, it's what Google wants us to do. It's what 00:29:07.224 --> 00:29:13.656 - Yahoo wants us to do. It is the practices that follows the 00:29:13.656 --> 00:29:19.552 - algorithm and policies that they put in place. We're not looking 00:29:19.552 --> 00:29:24.912 - to exploit any glitches in the matrix where we're staying 00:29:24.912 --> 00:29:31.880 - inside our Lane. Which white hat is very much so. A long term 00:29:31.880 --> 00:29:36.245 - strategy. It is very beneficial. It's very safe. 00:29:37.070 --> 00:29:39.078 - Uh, but it does take a lot of 00:29:39.078 --> 00:29:42.578 - time and effort. Now Black Hat. 00:29:43.410 --> 00:29:47.502 - Black hats and interesting one, and the reason I say it's 00:29:47.502 --> 00:29:53.335 - interesting is. You're trying to to play the game, but you're 00:29:53.335 --> 00:29:57.430 - kind of playing dirty little bit. You're you're exploiting 00:29:57.430 --> 00:29:59.705 - things. We talked about keyword 00:29:59.705 --> 00:30:04.267 - stuff. Before and how keywords are heavily devalued now because 00:30:04.267 --> 00:30:09.343 - people were stuffing in a bunch of keywords into a meta tag, 00:30:09.343 --> 00:30:13.996 - another one or link farms where there's this Joe Shmoe website 00:30:13.996 --> 00:30:19.918 - out there with a million 6 links pointing to clarity and all of a 00:30:19.918 --> 00:30:21.610 - sudden we're ranking really 00:30:21.610 --> 00:30:28.314 - well. Now. Black Hat you never really know how long 00:30:28.314 --> 00:30:33.444 - it's going to take before these algorithms update, and whatever 00:30:33.444 --> 00:30:34.983 - strategy you implemented. 00:30:35.790 --> 00:30:40.078 - Becomes deprecated and patched. 00:30:41.270 --> 00:30:47.150 - So with Black Hat is is very dangerous in that sense, but 00:30:47.150 --> 00:30:48.620 - also you can. 00:30:49.980 --> 00:30:53.550 - You can be heavily devalued. 00:30:54.520 --> 00:30:55.540 - Um? 00:30:56.750 --> 00:31:01.778 - I can't think of my right word, but Google can actually penalize 00:31:01.778 --> 00:31:05.968 - in devalue your website when it sees specific tactics and 00:31:05.968 --> 00:31:08.063 - strategies that it deems Black 00:31:08.063 --> 00:31:14.610 - Hat. So we hear clarity stay away from Black Hat SEO. 00:31:15.170 --> 00:31:20.472 - Um, we don't want our domain to be blacklisted. We we 00:31:20.472 --> 00:31:25.774 - don't want to have a wonderful Boone and all of a 00:31:25.774 --> 00:31:28.184 - sudden get a major crash. 00:31:29.400 --> 00:31:34.717 - It's like a cheat code that you rely on and then it gets 00:31:34.717 --> 00:31:36.762 - patched. Now local SCO is. 00:31:38.090 --> 00:31:43.400 - Very similar to kinda how was talking with getting specific 00:31:43.400 --> 00:31:49.030 - audiences. When I search for E Commerce marketing experts, 00:31:49.030 --> 00:31:53.890 - what if I added Austin TX e-commerce marketing experts? 00:31:54.690 --> 00:32:01.590 - Now all of a sudden it goes from a global search to a local 1. 00:32:02.510 --> 00:32:07.850 - As soon as I type in, you know a best fast food. 00:32:08.590 --> 00:32:13.618 - You'll see this right here that we the This Serp, that's local 00:32:13.618 --> 00:32:19.484 - SCO. This isn't going to show me a Dairy Queen or a water burger 00:32:19.484 --> 00:32:24.512 - way over in California. It's going to show me the stores that 00:32:24.512 --> 00:32:26.188 - are closest to me. 00:32:27.220 --> 00:32:32.848 - Um, as you go further down, you'll see here a rank number. 00:32:32.848 --> 00:32:38.007 - Here we go ranked #116 best fast food restaurants in Austin. 00:32:39.110 --> 00:32:41.228 - When do you jump onto Google? 00:32:42.170 --> 00:32:45.712 - It asks to know your location when you Google search things. 00:32:45.712 --> 00:32:49.576 - To be Frank, there's a lot of information that goes out there, 00:32:49.576 --> 00:32:53.762 - your IP being one of them, and so unless you're using a VPN. 00:32:54.540 --> 00:32:56.898 - Even if I tell it to block my location. 00:32:58.080 --> 00:33:03.684 - It it knew that I came from Austin and I'm searching so 00:33:03.684 --> 00:33:10.222 - local SCO UM, which in a recent Patch got a little bit of a 00:33:10.222 --> 00:33:15.826 - bump. Now we don't heavily focus on local SEO. We used to. 00:33:16.480 --> 00:33:22.550 - Um. But that is something that we have not seen as much success 00:33:22.550 --> 00:33:28.950 - in. But it is a very unique way of targeting a 00:33:28.950 --> 00:33:31.460 - geographic location or a region. 00:33:33.630 --> 00:33:39.186 - So that is the end of my slideshow. However, we have 26 00:33:39.186 --> 00:33:45.668 - minutes, so I would like to open it up to the audience. Um, are 00:33:45.668 --> 00:33:51.224 - there any questions or any topics? And if you would like me 00:33:51.224 --> 00:33:53.076 - to expand appan Sam. 00:33:53.980 --> 00:33:55.240 - I'll let you go first. 00:34:14.680 --> 00:34:18.649 - I'm just like kind of curious, um. 00:34:20.970 --> 00:34:22.440 - Like how long? 00:34:23.030 --> 00:34:26.516 - Black Hat SCO is really going to. 00:34:27.840 --> 00:34:31.609 - Uh. I guess last. 00:34:33.430 --> 00:34:37.210 - If like 'cause it like, I'm sure Google and all those search 00:34:37.210 --> 00:34:40.045 - engines are just making the their system so smart. 00:34:41.030 --> 00:34:44.135 - So it's there already penalising 00:34:44.135 --> 00:34:47.970 - people for. Using that strategy. 00:34:49.370 --> 00:34:52.620 - Like I just. I don't know that's what I was thinking about. Just 00:34:52.620 --> 00:34:53.870 - how worth it even is. 00:34:55.330 --> 00:34:58.938 - It's think about it this way, how would you ever know? 00:34:59.570 --> 00:35:03.035 - If there's 25 million people out there, if one person was 00:35:03.035 --> 00:35:07.130 - stealing an extra piece of cake a day in a room that you 00:35:07.130 --> 00:35:08.075 - never go to. 00:35:09.560 --> 00:35:12.730 - There are so many companies out there doing blackhat strategies 00:35:12.730 --> 00:35:16.534 - that Google and Bing and those guys don't see him. It isn't 00:35:16.534 --> 00:35:20.021 - usually, at least according to the people I talked to until 00:35:20.021 --> 00:35:24.142 - somebody finds out about it and reports him and then they go in 00:35:24.142 --> 00:35:27.946 - and research to realize they have a hole in there 'cause they 00:35:27.946 --> 00:35:30.482 - think their algorithms perfect. But people are constantly 00:35:30.482 --> 00:35:33.652 - complaining going look at what our competitor did. There's no 00:35:33.652 --> 00:35:36.505 - way they could. Then they're always researching entitling on 00:35:36.505 --> 00:35:38.407 - each other. That's how they find 00:35:38.407 --> 00:35:42.250 - out about it. So black cat works great because for the most part, 00:35:42.250 --> 00:35:44.426 - Black Hat isn't necessarily doing anything illegal. You're 00:35:44.426 --> 00:35:47.962 - just going well. I know Sam Sam didn't say I couldn't have more 00:35:47.962 --> 00:35:51.498 - than one piece cake, but she brought a cake in to share with 00:35:51.498 --> 00:35:54.218 - everybody. She didn't say I couldn't have more than one 00:35:54.218 --> 00:35:58.026 - piece, and I know she's in the back of the office and she's not 00:35:58.026 --> 00:36:02.106 - up front so she's not gonna see me. So is it ethical that I took 00:36:02.106 --> 00:36:05.370 - 12 pieces that day? Probably not, but she never told me I 00:36:05.370 --> 00:36:08.634 - couldn't, and there's no law against it. So I'm on take 12 00:36:08.634 --> 00:36:09.722 - pieces till somebody else 00:36:09.722 --> 00:36:12.910 - complains and go. I saw wrong go in and take three pieces at 00:36:12.910 --> 00:36:15.622 - a time and he was in there multiple times. And then your 00:36:15.622 --> 00:36:18.786 - gonna go. Oh wait a minute. I guess I need to write a rule 00:36:18.786 --> 00:36:20.368 - that said, and that's how blackout works. 00:36:21.560 --> 00:36:26.220 - IPad so there's probably still a hundred 150 Great Black Hat 00:36:26.220 --> 00:36:29.806 - strategies that these black hats that do this, you know, 1012 00:36:29.806 --> 00:36:33.718 - hours a day figuring out what works and what doesn't work. And 00:36:33.718 --> 00:36:37.630 - they are constantly looking for ways to game the system so that 00:36:37.630 --> 00:36:40.890 - their clients have an advantage. These guys are charging their 00:36:40.890 --> 00:36:45.128 - clients, you know, 2050 grand a month to do the work for them 00:36:45.128 --> 00:36:46.758 - because that's all they do. 00:36:47.480 --> 00:36:51.757 - Yeah, right so but that's why we don't do it. We don't have 00:36:51.757 --> 00:36:56.034 - clients to pay its 20 grand a month and then if Google closes 00:36:56.034 --> 00:37:00.311 - a gap and then goes OK, that $300,000 you just spent over the 00:37:00.311 --> 00:37:04.588 - last year. That's all gone. Now we're not going to get any more 00:37:04.588 --> 00:37:08.536 - benefit from that. We have to start over and find a new 00:37:08.536 --> 00:37:12.155 - strategy. Yeah, those aren't the kind of clients we have, so 00:37:12.155 --> 00:37:16.103 - that's why we can't do Black Hat. We just don't have that. 00:37:16.103 --> 00:37:17.748 - You know? Yeah, that makes 00:37:17.748 --> 00:37:18.890 - sense. Yeah. 00:37:20.110 --> 00:37:24.874 - It was a perfect answer. Thank you Ron. Yeah, he is absolutely 00:37:24.874 --> 00:37:26.859 - dead on with that, yeah. 00:37:28.590 --> 00:37:33.380 - Black hats a tricky one? Uh? You never know when. 00:37:33.960 --> 00:37:38.080 - The pitfall happens you you never know. It's like rolling 00:37:38.080 --> 00:37:43.436 - a dice. Uh, like DND I'm praying for and at 20 I never 00:37:43.436 --> 00:37:47.968 - know when I'm going to land on a one though Uhm? 00:37:49.430 --> 00:37:51.350 - Do you have anything else? 00:37:52.610 --> 00:37:53.830 - Patrick maybe? 00:37:55.750 --> 00:37:56.340 - Um? 00:37:58.070 --> 00:38:03.174 - I'm just kind of a kind of going off of a Black Hat SEO as well. 00:38:03.174 --> 00:38:06.045 - It's almost all constant losing battle, correct? Because Google 00:38:06.045 --> 00:38:08.916 - is always patching up their holes to make their. 00:38:10.680 --> 00:38:12.370 - The service is there selling. 00:38:13.120 --> 00:38:16.360 - Better, it's exactly, but think about it. Think about Google 00:38:16.360 --> 00:38:19.276 - says. Here are the 10 Commandments. But they didn't 00:38:19.276 --> 00:38:23.164 - say anything about these other three things. So for me, if I 00:38:23.164 --> 00:38:27.376 - could go out and grab a lion share of the market and make 00:38:27.376 --> 00:38:30.940 - more money than all of my competitors for the next three 00:38:30.940 --> 00:38:34.504 - months and make an extra 3 million a month for three 00:38:34.504 --> 00:38:38.716 - months, and then they closed the gap, who cares? I kick the crap 00:38:38.716 --> 00:38:42.928 - out of my competitors for those last three weeks, and I gained a 00:38:42.928 --> 00:38:44.224 - big advantage over them. 00:38:44.810 --> 00:38:47.830 - That's the point. The point is because most people aren't 00:38:47.830 --> 00:38:51.152 - playing in the Black Hat area, those that do dabble see 00:38:51.152 --> 00:38:53.870 - uncommonly advantageous results and literally can kick the crap 00:38:53.870 --> 00:38:56.890 - out of their competitors. That's why the competitors find out 00:38:56.890 --> 00:39:00.514 - what they're doing. Go how in the crap can they do that? 00:39:00.514 --> 00:39:04.138 - There's no way you know we're doing all this. We've got a 00:39:04.138 --> 00:39:07.460 - great SEO team. We're spending all this money, and these guys 00:39:07.460 --> 00:39:10.782 - are still beating the hell out of us, so they're constantly 00:39:10.782 --> 00:39:13.802 - trying to figure out why their competitors are beating them. 00:39:13.802 --> 00:39:15.614 - And then they figure out what 00:39:15.614 --> 00:39:18.602 - they're doing. Another Reporter, that's why that happens, but I 00:39:18.602 --> 00:39:22.010 - mean, think about it. If I could go out against my competitor, 00:39:22.010 --> 00:39:25.986 - beat the crap and just make a whole bunch of ton of money that 00:39:25.986 --> 00:39:29.962 - I know none of my competitors are making, do I care? It may go 00:39:29.962 --> 00:39:33.370 - away, but for those six months are year. However long I get 00:39:33.370 --> 00:39:36.778 - away with it. If I've got an unfair advantage and I'm kicking 00:39:36.778 --> 00:39:40.470 - the crap out of my competitors, do I really care? Well, you know 00:39:40.470 --> 00:39:43.026 - that there's unscrupulous business guys out there, and a 00:39:43.026 --> 00:39:46.434 - lot of people are like, well, it's not against the rules per 00:39:46.434 --> 00:39:50.895 - se. So they don't think it's unethical, right? You guys 00:39:50.895 --> 00:39:54.445 - wish against the we called you pretty boy. We said 00:39:54.445 --> 00:39:55.865 - Chris, you're pretty boy. 00:39:59.740 --> 00:40:00.200 - I'm not. 00:40:01.990 --> 00:40:04.834 - We did, we said smart brilliant person and that must have been 00:40:04.834 --> 00:40:06.256 - when we were talking about you. 00:40:09.790 --> 00:40:10.340 - Thank you. 00:40:12.780 --> 00:40:15.618 - Uh, anyway is that? Did that answer the question? Yes, Sir. 00:40:15.618 --> 00:40:18.456 - Yes Sir, that that that that clear up a lot more. 00:40:20.480 --> 00:40:24.760 - I do have another question, is that UM, I've hearing 00:40:24.760 --> 00:40:26.044 - uhm AB testing? 00:40:27.180 --> 00:40:31.230 - Quite often, even on like articles and stuff where people 00:40:31.230 --> 00:40:37.305 - says you have to do a be testing to find the right fit for your 00:40:37.305 --> 00:40:41.355 - audience. Is there, of course, there's definitely like cons to 00:40:41.355 --> 00:40:42.975 - AP testing your diversity. 00:40:42.975 --> 00:40:46.618 - Diversify your. Audience for a short period of time 00:40:46.618 --> 00:40:50.146 - and kind of of doing more work on it, but not really. 00:40:52.200 --> 00:40:55.599 - Not really Riley, do you wanna explain how we've used position 00:40:55.599 --> 00:40:56.526 - Leeann Optimizely before? 00:40:58.010 --> 00:41:02.882 - Um, if you would like to take it, go OK, I'll take it. So 00:41:02.882 --> 00:41:06.710 - basically what we're saying is, let's say, for example, we were 00:41:06.710 --> 00:41:10.886 - designing a website for for MVP for one of their clients and 00:41:10.886 --> 00:41:15.062 - they were on the homepage. Anwyl came up with a couple designs 00:41:15.062 --> 00:41:19.238 - for an advertisement call to action or a promo on the right 00:41:19.238 --> 00:41:23.414 - hand side, another one he came up with an advertisement up in 00:41:23.414 --> 00:41:26.894 - the header or maybe even. He just tried the same 00:41:26.894 --> 00:41:28.634 - advertisement but one had a. 00:41:29.170 --> 00:41:34.448 - Get it now in a red button and the other is take advantage 00:41:34.448 --> 00:41:38.914 - today in a green button you can actually do tools like 00:41:38.914 --> 00:41:43.380 - Optimizely in positionally where you set them both up and every 00:41:43.380 --> 00:41:47.846 - other visitor that comes to the website sees the opposite add. 00:41:47.846 --> 00:41:51.094 - That's called multivariate or multi variant. So multivariate 00:41:51.094 --> 00:41:54.748 - testing or AB testing where comparing against adverse add 00:41:54.748 --> 00:41:58.808 - number a versus add number B to see which one. 00:41:59.450 --> 00:42:03.058 - Performs better, so now instead of dividing the audience up, we 00:42:03.058 --> 00:42:06.994 - literally have a tool that every other visitor of the site gets 00:42:06.994 --> 00:42:10.930 - the opposite color button, and then we track it and say, but 00:42:10.930 --> 00:42:14.866 - number one got 63% of the clicks. OK, well, the Red Button 00:42:14.866 --> 00:42:18.474 - that says get it now is performing better than the green 00:42:18.474 --> 00:42:22.738 - button that says do it today so that might help us when we 00:42:22.738 --> 00:42:26.346 - decide for that client what to fully launch or what our 00:42:26.346 --> 00:42:30.610 - long-term strategy is to go with the get it now with a red 00:42:30.610 --> 00:42:34.860 - button. Because it implies urgency. An we eh be tested it 00:42:34.860 --> 00:42:38.930 - and it out performed the other variant. That's what AB testing 00:42:38.930 --> 00:42:43.370 - is an usually means. So what marketers will do is they'll use 00:42:43.370 --> 00:42:47.440 - an automated tool where Seth might be called an E Commerce 00:42:47.440 --> 00:42:51.140 - product. Maybe we talk about an e-commerce platform maybe 1/3 00:42:51.140 --> 00:42:55.580 - version. We talk about it as a marketplace strategy and then we 00:42:55.580 --> 00:42:59.650 - run those three things and see which ones converts or generates 00:42:59.650 --> 00:43:01.500 - better conversions. And then we 00:43:01.500 --> 00:43:05.425 - know. What text to use? That's why earlier when I made the 00:43:05.425 --> 00:43:09.085 - comment about a lot of times with paper click, we might try 00:43:09.085 --> 00:43:12.135 - different variations of keywords and stuff. what I really meant 00:43:12.135 --> 00:43:15.490 - by that is we're trying warabi testing warabi testing the word 00:43:15.490 --> 00:43:17.930 - marketplace versus storefront versus Ecom whatever. And we're 00:43:17.930 --> 00:43:20.675 - trying these different ads and we're seeing which add 00:43:20.675 --> 00:43:24.335 - outperforms the other. So when we go to write the content on 00:43:24.335 --> 00:43:27.995 - the page and launch that new product, we're going to call it 00:43:27.995 --> 00:43:29.825 - the name that performs the best. 00:43:31.590 --> 00:43:34.986 - So that's where they be. Testing is really used for. It's usually 00:43:34.986 --> 00:43:37.816 - a short-term strategy used to figure out what generates what 00:43:37.816 --> 00:43:41.495 - version of whatever it is. It could be a version of a color, 00:43:41.495 --> 00:43:45.457 - it could be a version of text, it could be a version of a 00:43:45.457 --> 00:43:48.287 - button. It could be a different graphic. Doesn't really matter 00:43:48.287 --> 00:43:51.400 - what it is, it's just all these different variants of something 00:43:51.400 --> 00:43:54.796 - that we're trying to help convert and we want to see which 00:43:54.796 --> 00:43:58.192 - one audiences click on most. That's a B test, and that's the 00:43:58.192 --> 00:44:00.739 - whole entire science, just kind of in a nutshell. 00:44:01.070 --> 00:44:04.200 - So usually there are tools like position, Leeann, Optimizely are 00:44:04.200 --> 00:44:08.582 - the two that Chris is bought for us before where will put that in 00:44:08.582 --> 00:44:12.964 - the HTML module and then we'll go drag and set up two or three 00:44:12.964 --> 00:44:16.407 - different banners or ads or text messages or button colors or 00:44:16.407 --> 00:44:20.476 - doesn't really matter what it is and then we'll tell it to serve 00:44:20.476 --> 00:44:24.232 - them up equally. They even have tools like that that will say 00:44:24.232 --> 00:44:27.675 - run for three weeks and overtime if one starts outperforming the 00:44:27.675 --> 00:44:31.431 - other. Go ahead and show it more often because we want more 00:44:31.431 --> 00:44:34.608 - conversions and. There's all kinds of science behind it, but 00:44:34.608 --> 00:44:38.100 - that's the basics of it is we're really trying to test the 00:44:38.100 --> 00:44:40.719 - performance of different variations of a call to action, 00:44:40.719 --> 00:44:42.174 - or a colour or messaging. 00:44:43.580 --> 00:44:47.760 - Long answer, but I hopefully that explained it well. No, you 00:44:47.760 --> 00:44:51.940 - Sir absolute that that that was exactly was looking for. Yes 00:44:51.940 --> 00:44:55.740 - Sir, that makes sense 'cause I'm coming out from outside 00:44:55.740 --> 00:44:59.920 - perspective in life. Why would you want do AP testing? It's 00:44:59.920 --> 00:45:03.720 - kind of like diversifying your audience for a short while. 00:45:04.670 --> 00:45:08.167 - But that don't make sense why you won't want to test to find 00:45:08.167 --> 00:45:09.781 - out which one works better and 00:45:09.781 --> 00:45:13.490 - continue. Driving tours that design yeah. 00:45:16.080 --> 00:45:17.700 - They had. That is perfect. 00:45:18.970 --> 00:45:24.859 - Size you can see there are a lot of different strategies that we 00:45:24.859 --> 00:45:30.748 - utilize. Uhm, a lot of it is very fun, both short and long. 00:45:30.748 --> 00:45:32.560 - Term is constantly changing. 00:45:33.530 --> 00:45:37.720 - Now. Another unique piece, and we've touched on it. 00:45:38.310 --> 00:45:43.554 - Eat different facets is how do you think short term and long 00:45:43.554 --> 00:45:45.739 - term would benefit one another? 00:45:46.420 --> 00:45:49.486 - Well, you have the AB testing. 00:45:50.140 --> 00:45:54.604 - You have your brand awareness. If I'm seeing clarity pop up all 00:45:54.604 --> 00:45:59.068 - over the place and then I see them in the search results. 00:45:59.980 --> 00:46:04.740 - Even if they are past the ads and they show up rank 2, but 00:46:04.740 --> 00:46:08.140 - I've been seeing advertisements all over the place having that 00:46:08.140 --> 00:46:10.520 - top of the mind marketing is all 00:46:10.520 --> 00:46:15.126 - call it. Uh, that top the mind awareness or branding? 00:46:15.950 --> 00:46:21.062 - I'm more likely to click on them. It's one of the importance 00:46:21.062 --> 00:46:25.318 - of advertising. When talking about. 00:46:26.800 --> 00:46:29.740 - Well, a big one for PPC. 00:46:30.360 --> 00:46:37.030 - The quality score is the score that Google will give 00:46:37.030 --> 00:46:43.033 - to your different ads is highly reflective of its 00:46:43.033 --> 00:46:47.702 - performance in all matrices, whether we're talking. 00:46:48.280 --> 00:46:53.380 - The cost for click. How many people click on it? How many 00:46:53.380 --> 00:46:58.055 - times you show up but your budget? What's the page like 00:46:58.055 --> 00:47:01.880 - that? Their landing on our people actually converting and 00:47:01.880 --> 00:47:06.980 - this list seems to go on ad Nauseam and having a mixed 00:47:06.980 --> 00:47:08.255 - strategy and approach. 00:47:09.730 --> 00:47:14.938 - Will not only help that, but at the same time it's going to help 00:47:14.938 --> 00:47:19.030 - our long-term if we have pages that are performing very well 00:47:19.030 --> 00:47:23.122 - and were search and we're showing up in the search is 00:47:23.122 --> 00:47:28.140 - frequently. Uh, we have a higher likelihood of getting that click 00:47:28.140 --> 00:47:33.000 - through rate the more times that I'm on page one, especially the 00:47:33.000 --> 00:47:37.050 - higher up. Even if it includes advertisements, the more likely 00:47:37.050 --> 00:47:43.125 - that I'm going to be clicked on, so the two of them have a very 00:47:43.125 --> 00:47:45.960 - symbiotic relationship where they help one another. 00:47:46.610 --> 00:47:50.172 - Um? And I think it's 00:47:50.172 --> 00:47:53.340 - a very. Fruitful. 00:47:54.870 --> 00:48:00.260 - Position to have in a company that I get to work on it daily. 00:48:00.260 --> 00:48:02.955 - It is a very fun, forever long 00:48:02.955 --> 00:48:08.743 - run. Sometimes you use some short term as young PBC to help 00:48:08.743 --> 00:48:14.242 - shore up some of the deficits or weaknesses we may have on long 00:48:14.242 --> 00:48:20.587 - term, or we may utilize it to AB test and we want to know right 00:48:20.587 --> 00:48:25.240 - now what some of the best keywords might be for us. 00:48:25.930 --> 00:48:29.953 - With long-term, it helps continue to push us forward 00:48:29.953 --> 00:48:33.976 - in the race and and keep us propped up. 00:48:35.100 --> 00:48:40.739 - I am. So yeah, I think it's awesome and I don't know what 00:48:40.739 --> 00:48:44.798 - else to talk about, but if you'll have questions I would 00:48:44.798 --> 00:48:46.274 - love to answer them. 00:48:47.390 --> 00:48:52.034 - I have a question, yes, um further local aecio. 00:48:53.090 --> 00:48:56.291 - I'm just gonna. I'm also thinking like how local can you 00:48:56.291 --> 00:49:00.074 - actually get with that? So when I used to work at a media 00:49:00.074 --> 00:49:03.275 - agency, uh, when I was in the out of Home Department? 00:49:03.980 --> 00:49:07.841 - So there is this one vendor we would work with where they would 00:49:07.841 --> 00:49:09.623 - put like this little uh, chip. 00:49:10.620 --> 00:49:14.430 - An outdoor advertisements an when someone would walk by it. 00:49:14.430 --> 00:49:18.621 - It would if they had like the relevant brand, Abbott could 00:49:18.621 --> 00:49:23.193 - ping them up like a Starbucks and like, OK? Well, Starbucks is 00:49:23.193 --> 00:49:28.908 - nearby, so go to like. Here's a deal. So like if you were to do 00:49:28.908 --> 00:49:30.813 - SCO, can you do something 00:49:30.813 --> 00:49:34.485 - similar words? Like literally, this one's own 00:49:34.485 --> 00:49:39.585 - that people are in. You can target that. I don't know why 00:49:39.585 --> 00:49:43.410 - you would for clarity, because we're a tech company, 00:49:43.410 --> 00:49:46.810 - but in general I suppose. Yeah, for sure. 00:49:48.330 --> 00:49:55.740 - It would be very easy for us to start including in our meta 00:49:55.740 --> 00:50:00.300 - descriptions or our titles. Clarity ventures. Austin, TX. 00:50:01.310 --> 00:50:06.842 - Hwy 360, capital Texas highway. Uhm, I mean you can get as 00:50:06.842 --> 00:50:12.374 - granular as you want with that. UM, when I first Googled, you 00:50:12.374 --> 00:50:16.523 - know, best fast food restaurants. I didn't specify my 00:50:16.523 --> 00:50:21.133 - location, but the browser certainly showed up some of the 00:50:21.133 --> 00:50:22.977 - most the highest rated. 00:50:23.600 --> 00:50:30.332 - Um, results that are within my area. I didn't even specify, so 00:50:30.332 --> 00:50:36.503 - you can get incredibly granular and the thing that's crazy about 00:50:36.503 --> 00:50:43.235 - that is it's own game of SCO in those map results with 00:50:43.235 --> 00:50:44.918 - getting positive reviews. 00:50:47.420 --> 00:50:51.443 - So yeah, you can get incredibly granular. Is is 00:50:51.443 --> 00:50:53.231 - granular as you want. 00:50:54.980 --> 00:51:00.238 - It's pretty cool. It it is very cool and what is? 00:51:01.070 --> 00:51:06.029 - A very interesting Lee frightening thing with the Web 00:51:06.029 --> 00:51:08.784 - is the amount of information 00:51:08.784 --> 00:51:14.032 - that you. Unknowingly put out there, none of 00:51:14.032 --> 00:51:15.793 - it's dangerous but. 00:51:16.960 --> 00:51:22.020 - With all these advertisements that you're seeing all over the 00:51:22.020 --> 00:51:28.598 - place, they are directed to you as soon as I jump in and 00:51:28.598 --> 00:51:34.670 - I'm creating an audience an AdWords, I can say, hey, I want 00:51:34.670 --> 00:51:41.248 - to find people that search for pink ties, black suits or I want 00:51:41.248 --> 00:51:46.308 - to find somebody in this specific state or people who. 00:51:46.950 --> 00:51:50.910 - Uh, or here's another one, and here's something that we're 00:51:50.910 --> 00:51:55.266 - actively in the process of. Reigniting is, we have done a 00:51:55.266 --> 00:52:00.018 - ton with databases where Jeremy has a big email campaign that he 00:52:00.018 --> 00:52:04.374 - does well. What happens when, well, we went through all these 00:52:04.374 --> 00:52:08.334 - emails? We did our three drip campaign will, instead of 00:52:08.334 --> 00:52:12.690 - letting that go to waste, one man's trash is another man's 00:52:12.690 --> 00:52:17.046 - treasure for me. I take that and I create an audience. 00:52:17.480 --> 00:52:23.332 - In Edwards, an I create like audience, so it takes those 00:52:23.332 --> 00:52:28.652 - users those email addresses and the algorithms behind it are 00:52:28.652 --> 00:52:33.972 - able to create an audience around those people what they 00:52:33.972 --> 00:52:36.632 - like, what they search for. 00:52:37.400 --> 00:52:43.780 - Uh, it is very, very cool. Uh, an interesting, and that 00:52:43.780 --> 00:52:50.160 - applies for short long term. All of it. The more you 00:52:50.160 --> 00:52:54.220 - know your audience, the better your results. 00:52:56.460 --> 00:52:57.788 - Yeah, it's pretty cool.