Halyard Consulting http://halyardconsulting.com Internet Marketing for Geo-Local Businesses. Fri, 07 Nov 2014 15:31:46 +0000 en-US hourly 1 http://wordpress.org/?v=4.0.1 Coaching and Corporate Training Part2 http://halyardconsulting.com/coaching-corporate-training-part2/ http://halyardconsulting.com/coaching-corporate-training-part2/#comments Thu, 24 Jul 2014 16:08:22 +0000 http://halyardconsulting.com/?p=25129 Coaching and Corporate Training Part2 is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. It’s great to have you with us. This is the second part of the Adam Leitman Bailey training. You might have seen the episode before this where we were sitting around a table doing the presentation. The entire presentation […]

Coaching and Corporate Training Part2 is a post from: Halyard Consulting

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Coaching and Corporate Training Part2 is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. It’s great to have you with us. This is the second part of the Adam Leitman Bailey training. You might have seen the episode before this where we were sitting around a table doing the presentation. The entire presentation runs about 90 minutes, so we split it into two. You’re now watching or listening to the second part of the presentation. I hope you enjoyed the first part. If not, please go back and listen to that. And I hope you enjoy the second part.

Before I go, let me tell you, we are trying to grow out this subscriber base for the YouTube Channel. You might be listening to this on Spreaker. You might be listening to this on BlogTalk Radio or on iHeart Radio. What we’re really trying to do is gather an audience base for the subscribers on YouTube. So if you get a chance, come on over to our YouTube Channel. It’s youtube.com and you search for us under Halyard Consulting. If you watch this video, you’ll see that there’s a little button right here that asks you to subscribe. You can do that. And please let everyone know. Comment, share, tweet us out. We would really appreciate it. Thanks so much and have a great show.

SEO Training at Adam Leitman Bailey  – Part 2

 

Slide 13: On Page Optimization (continued)

Jonathan: When we’re looking at the on-page optimization, let’s slow down and really talk about this. You’re going to focus in on a keyword. The title tag, which essentially is the title, right? We have to be careful that the title of the article doesn’t stray too far away from the actual title tag. Now because many of the articles that have been written don’t actually include the keyword, I’m going to show you a way of fixing the title tag so that it at least uses the title, and then we add a little addendum to it. Then it will be good. Alt attribute of images, if you have any images for these articles, with your new content management system, WordPress, it should be really easy to add the words behind the images. The URL. So I know how alblawfirm.com used to run. I am hoping that you’re going to use parameters for the new URLs in this new WordPress. When I’m looking at domain.com/tenantandlandlordrightsinNewYorkCity, that’s the URL. 46502?

Anabelle: Is that what’s happening with you’re publishing? It’s doing the URL? Is that what’s happening?

Jonathan: So you can also add in a plugin that takes out ‘the’, ‘is,’ ‘and’ – all the small, little words. Or you could do it like you’re doing it. I’ll email you the name of that plugin.

Anabelle: The way they set up our WordPress website is they stripped a lot of the inherent things out of there. You know how I can go in and fix my URL from other websites? They’ve taken that out.

Jonathan: You shouldn’t be able to change the domain. There should be a short link field underneath the title that’s…..

Anabelle: They stripped that.

Jonathan: They stripped that out?

Anabelle: They stripped that. I’m sure they can put it back in.

Jonathan: When you put in the title and you save it that should create the URL with the correct verbiage.

Anabelle: With the plugin, we’re changing the title but not the URL.

Jonathan: So they need to put that back in because you should have final say on what that URL is. Okay. And the meta description. We’ll get into all that.

Slide 14: Example How to Win a Chronic Nonpayment Cast.

Jonathan: So here is the article that I looked. How to Win a Chronic NonPayment Case. If you want to bring this up. We already know that this is going to be replaced with the title, right? Okay.

Slide 15: Word Counter

Jonathan: So with wordcounter.com, you’re able to put the entire article in and it will come out for you the most frequently used words.

Anabelle: It’s free and unlimited?

Jonathan: It’s free and unlimited until you abuse it. It should be free. How many articles are you doing a day?

Anabelle: Maybe 100.

Jonathan: It should be fine for 100. So you’re going to put the article into the field and you’re going to find the most frequently used words within the content. It already has exclude small words, group variations, determine list size. And here we are. For that article, case is mentioned 20 times, which is fine. Tenant is 19 times. And really when we look at the others – rent, pay, repair, owner, court, tenant does seem to be the rank keyword. The article is titled “How to Win a Chronic Nonpayment Case,” so we have to kind of work on that, but I’ll show you how we can do that.

Slide 16: WordHippo.com

Jonathan: So now we know that the word we want to use is ‘tenant,’ and it’s used 19 times. And I believe that article is about 350-400 words. I didn’t do an exact word count, but that’s what I saw. If somebody wanted to, you could do a partial replacement for the word ‘tenant,’ and start using the word ‘renter’ or ‘occupant.’ Just mix it up. And I guess the articles that are coming in now, you could then look at them, put them through word counter. If you see there is a good keyword, but it’s just used so often, go into WordHippo and see if you can just go in and switch. If you could drop 19 known to 10, that would be a big improvement.

Anabelle: In the article? 300 words you say?

Jonathan: In the article. Yeah, I think there’s about 400 words in that article. So 19 out of 400 word is….It should be like 5 words. Google understands what you’re trying to say. They also will kind of decide what keyword is the right keyword and where you should wind up in the search, but you’re just telling them you’d really like this to be…the keyword we’d really want is ‘tenant.’

Anabelle: This works, I guess because ‘tenant’, but my concerns are judgment of the crack terms…

Jonathan: So maybe it’s just a conversation you have with the lawyers. Just say, as we were doing this, we did an analysis, and we found that the keywords that we want to be ranking for are actually mentioning them too often. And maybe take 10 more articles and just show them that in WordCounter, we have the term ’lease’ 20 times in a 400 word article and we could use a word other than lease. They might come back and say that we have to use the word ‘lease.’ Or you could bring up WordHippo and say could we maybe replace half of them with this other word?  So that’s going forward. Optimally, you are in these pages now, but I understand that it would just exacerbate this project. Okay, so that’s really good. That definitely should help.

Anabelle: And you add, our description, our URL when they ask for it.

Jonathan: Well, you should actually have Adam’s name followed by the Facebook page, followed by the Google+ followed by the YouTube page and the Twitter page. So that somebody interested in this content could match the description so that somebody could click to all these different things. It doesn’t become its own link. It actually does. So that they can go…..

Anabelle: So here’s the problem, we can’t have the client’s name as the title? We can’t really because they’re not comfortable to put their names on the title.

Slide 17: Thersaurus.com

Jonathan: And you can’t put it in the description?

Anabelle: No. Because of….

Jonathan: Confidentiality issue. But they’re willing to do the testimonial?

Anabelle: Yes. And a lot of people come back and say…..

Jonathan: So I would go back to…..What is it about? Take it out of legalese. So how-tos work really well on YouTube.

Anabelle: And we’re going to rethink the content of how we do….we follow the same questions; Hello, what is your name? So like Nicole said, we’re going to rethink the whole concept around how we could potentially do it towards….

Jonathan: Yeah, you want people to kind of feel comfortable to grow out their ideas about what worked and what didn’t work. Okay, so you can’t put the specific case name in

Anabelle: We can take the title that we used in the case.

Slide 18: Google Trends

Jonathan: Yeah, definitely. You can definitely do that or you can follow trends and see what’s hot at that time and improve it a little bit that way. So my World Cup stuff is 2014 WorldCupBrazil-ArgintinavsCostaRica. And that’s the title so that gets keyworded in there.

Slide 19: Title Tags

Jonathan: And then obviously description, you want to….and look at hashtags also. You can add hashtags. You just have to…..it’s overwhelming, I know.

Slide 20: Best Practices

Jonathan: So best practices, we’re talking title tag now. The search engines only display the first 65 to 75 characters. Keywords should be toward the front of the title and you should include the brand name. What I generally do, and this is a perfect example, How to Win a Chronic Nonpayment Case, type AdamLeitmanBailey is perfect. What I did was I added to this tenant law. So this could be something you could actually look at from the navigation sense. Because maybe all tenant law articles should go under ‘tenant law.’ I don’t want to completely screw up your navigation now that you’re building up the site, but in other words, tenant law should be listed as tenant law. And this is the keyword – tenant law.

Anabelle: There are different practices, in different cases?

Jonathan: Well, you can also link it from the subcategory navigation. It goes into tenant law as the subcategory, right? But let’s say that it also applies to…

Anabelle: Final law?

Jonathan: Is that a separate category?

Anabelle: Little bit confused… So tenant law has won a non-payment case… This is the field for keywords, or title tag?

Jonathan: Title tag.

Anabelle: And our plugin actually does the brand name at the end.

Jonathan: Just make sure that you’re not going over the 75 characters. I don’t necessarily need the semicolon. You can just do tenant law chronic nonpayment. In other words, what I would do is I would say this article goes under tenant law, but additional articles listed underneath comparable articles or the side navigation should say ‘also look at this article.’ So you’re moving people through….

Anabelle: This article? Because each article has more than one practice area that belongs to…

Jonathan: You can’t duplicate the content.

Anabelle: No they’re just feeds and comment sections, I don’t think it’s duplicate.

Jonathan: Okay. You have a check box and you’re able to say that this should go into tenant law and it should also go into landlord law.

Anabelle: Then what do we do for the title tag?

Jonathan: You can’t change it.

Anabelle: You could’ve make a decision, which one is more leading tools. If it’s got tenant in the word count 200 times, let’s go with ‘tenant’, right?

Jonathan: Yes. Definitely. Landlord wasn’t even in the seven.

Slide 21: Description

Jonathan: Compelling descriptive and readable. So we want the user to say this is going to answer a question.

Slide 22: Building Descriptions

Jonathan: I get into the next slide in descriptions. In the description, you take the sentence from the article the keyword. Does that make sense? You’re actually going to do a search in the article and you’re going to pull out all of the sentences that have that keyword in it. And then you’re going to make a decision.

Annabelle: I believe the plugin just selects the Default first line.

Jonathan: Which might not rank. Default first line is not the right answer.

Annabelle: I’m just saying if you don’t do it, it will default to the first sentence…

Jonathan: Yost does that also, but it’s not the right way to do it.

Jonathan: Okay. So let’s talk about best sentence. So a best sentence should attempt to answer a question. Who? What? Why? How? When? One of those questions. Don’t repeat the same description over and over. That’s pretty common. Don’t include site name. Don’t overpunctuate. Ignore commas and semicolons. Take all that stuff out. And don’t exceed 160 characters. And don’t use non-alphanumeric characters, specifically quotes.

Slide 23: Choose Wisely

Jonathan: So I have pulled out 7 sentences from the article. Let’s read through them. When done properly, this will allow the owner to either evict the delinquent tenants or force the tenant to become a regular payer. There’s a quiz here, so I want you to choose which one you think is the right sentence. A system for all of its property owning clients to identify intentionally late paying tenants and build chronic nonpayment cases. We begin by searching court records for previous cases and gathering prior orders and stipulations to evaluate the tenant’s default history. We deliver rent demands to the tenant after the due date has passed. Starting the cases as soon as the tenant is in default strengthens our legal case. Owners must repair tenant apartments as much as possible to avoid any claims or defenses that the failure to pay the rent is based on a lack of services. These are all 160 characters. We have our clients send letters to the tenants requesting an inspection to evaluate whether any repairs are necessary within their apartments. It answers a question, right? First of all, it doesn’t spend time talking about you. There are three on here that start with ‘we.’ We don’t want to do ‘we, we, we’ too often in an article. The first two are okay, but they’re nonspecific and they feel like they’re in the middle of the article. But this specifically answers the question, what should owners do? I’m an owner and I’m doing the search on tenant rights, owners must repair tenant apartments as much as possible to avoid any claims or defenses that the failure to pay the rent is based on a lack of services. Boom. I have my answer. Now the question is who is this that wrote this? I want to make sure, I want to read the rest of that article. It’s engaging. Does that make sense?

Anabelle: Yeah, that’s a great example.

Slide 24: Yost’s WordPress SEO

Jonathan: So Yost WordPress. You can or you stay with the plugin that you have. The plugin is called Refine. I’ve always used Yost. I attempted to use All in One SEO. There have been technical issues with it as of recently.

Anabelle: You’re familiar with Yost. If you’ve been adding article to AOB articles, you should be familiar with Yost.

Nicole: Sometimes even if you have the keywords in there, it will still say no for some reason.

Audience: It doesn’t always work. I mean…

Jonathan: Are you saving after you make a change? Are you looking at the page analysis to find out maybe why it hasn’t changed? This is a little bit more technical.

Audience: The one we have is self-explanatory.

Jonathan: Right. You’re just filling in those couple of forms. I mean, 6 to one, half a dozen to another. It doesn’t really matter at this point. If they’re comfortable with it, I would stick with it. This looks very similar to All In One SEO, right? It’s the keyword, it’s the title, it’s the Meta description. So you understand, this is what it’s going to look like. Now it’s going to look at the article heading, the page title, the locate URL, the content and the Meta description. It should let you know that there are x numbers of characters left. It will generate the title. The Meta description, it tells you this is under 140 characters, which is fine.

Anabelle: We asked everybody to look for maybe keywords that we could rank for, so we’re not competing with the millions of people.

Nicole: The articles are competing with each other. You would just use ‘tenant’

Jonathan: Absolutely. I wouldn’t. You want a specific keyword as…..

Anabelle: You want one keyword per article.

Jonathan: So then the question really becomes how often is chronic nonpayment used in that article? Now if it’s used three times, or maybe five times, that’s okay. But I don’t know if Wordcounter is going to….We can try it.

Audience: You’re saying we should look for keyword phrases that come up, possibly a couple times in that article?

Jonathan: Okay, so you’ve got ‘chronic’ and ‘nonpayment,’ so yeah, you could probably do ‘chronic nonpayment’ and, well, let’s see… So ‘chronic nonpayment’ is actually in there, five times, so that is correct. So ‘chronic nonpayment.’ Then that works, definitely. So Wordcounter might work. It might not work. I think it depends on the complexity. Can you give me another example? Like an article that would be harder to figure out.

Anabelle: Yeah, go to…

Nicole: I have one. Attorneys…

Jonathan: This is terrible. These popups. You do have popups for something… So this is external to…..so why are these coming up? Is that part of the website?

Anabelle: No.

Jonathan: I don’t have too many more slides.

Anabelle: We try to look for…..not a common generic as a keyword

Jonathan: Well, I think that if you’ve written the title in such a way and it is somewhat descriptive. I mean the question is… you might have to change the title tag to then include the keyword. But it sounds like when you’re looking for unique, the unique is really coming from the title anyway. In most parts.

Anabelle: The keywords you think are most relevant and powerful…

Jonathan: We only have a few more slides.

Slide 25: Google Result

Jonathan: This is an example of how things should start to appear in the search engines. As long as it’s showing you this is what the snippet preview is going to look like, then you know that the words we’re looking for here are ‘paint exterior and wood siding.’ ‘The best external paint for wood siding is an acrylic that will expand and contract without cracking.’

Anabelle: That’s a really good description.

Jonathan: That’s a great description

Slide 26: Webmaster Tools Errors & Violations

Jonathan: Webmaster tools.

Slide 27: Crawling

Jonathan: Google is going to crawl your site. It’s a question of how often and how many pages. Webmaster tools allows you have direct communication with Google bots. You’re going to be able to submit your site map and you’re also going to be able to…

Anabelle: But how could we use Webmaster Tools to help us with this…..

Jonathan: So there’s an element within Webmaster Tools. Are you able to get into your Webmaster Tools? Once you get in there, you’ll be able to….there’s going to be a section called Crawl.

Anabelle: I’m taking notes on this. Is this more a direction for Nicole and I?

Jonathan: Well, you definitely need to set up your Webmaster Tools, unless these developers are going to do that for you. But I can’t imagine that they’re going to….unless they have a trainer that they’re going to have manage the articles. Okay, so somebody here is going to have to manage that. In Crawl, first you’ll be able to connect your site map to the crawl.

Anabelle: I think they’re going to do the site map crawl. Is that part of it? Is there a part of the Webmaster Tools that we can use to help with the description part? They have the keywords.

Slide 28: Crawl Errors

Jonathan: Here you go. Okay. Within there, it’s no longer called ‘Help,’ but it’s called ‘Crawl’ So ‘fetch as Google’ is going to ask you…..You can go in and you can put in the actual URL for a new launched article. And then you’ll be able to say ‘fetch.’ It will go and see whether or not that page is actually located where you want it to be and if it’s a good article. If it’s correct. And you’ll be able to submit that immediately to Google bot. So you’re alerting Google bot that there’s a new article on the website and they should come and look at it then.

Anabelle: Don’t they do this automatically?

Slide 29: XML Sitemap

Jonathan: Well, Sitemap XML should be updating and you should be connecting into Webmaster Tools. This is just a question of…

Anabelle: These are the questions that need to be double checked in. They told us that…

Jonathan: That they’re going to handle it? Then that’s totally fine. Of course, I would always advise you to make sure….

Anabelle: Stay on top of that.

Jonathan: You can also check your dns errors server connectivity. If there’s any kind of problem with that, obviously your home page looks a little heavy in terms of images, so you don’t want to have site speed checks all the time. Site speed check by Google Webmaster Tools is kind of questionable, but at least it’s something. There’s also other programs that you can use to kind of monitor that. Any errors on your robot.txt file, you’ll be able to monitor through here. So I guess you should go back to them and say that we want a full report on this every month or every whatever it might be. And these are the things we’re looking for. There are different kinds of sitemaps. You can do page sitemap videos, sitemap image, sitemap geo, local news. My advice because you have so many pages, this is something that you’re going to need to talk to them about. They might not be willing to do this as that sitemap, you can do a primary sitemap that then links to other sitemaps that then just has 100 pages on each sitemap. So A, B, C, D, E, F, G. And you’re going to have 100 pages on each sitemap. So that you are basically sending the Google bot to a hundred pages at a time multiple times.

Slide 30: Robots.txt

Jonathan: Control where engines are allowed to crawl. Block. No index note files. Dot index access, you just have to be really, really careful. If these guys don’t know what they’re doing, they can really seriously damage your website. And you certainly don’t want – no offense to the interns – but you don’t want the interns touching the robots.txt or the non ht access line.

Slide 31: Jonathan Goodman Final Thought

Keep in mind you are not only building the website that will rank well today, but will be ready for the changes of tomorrow.

Slide 32: Thank You!

That’s it. That’s my presentation.

 

Coaching and Corporate Training Part2 is a post from: Halyard Consulting

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Coaching and Corporate Training Part 1 http://halyardconsulting.com/coaching-corporate-training-part-one/ http://halyardconsulting.com/coaching-corporate-training-part-one/#comments Thu, 17 Jul 2014 16:43:04 +0000 http://halyardconsulting.com/?p=25119 Coaching and Corporate Training Part 1 is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. It’s great to have you with us. Today we’ve got a really special event for you. I had the opportunity to train the staff at Adam Leitman Bailey law firm. He is a large real estate law firm here […]

Coaching and Corporate Training Part 1 is a post from: Halyard Consulting

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Coaching and Corporate Training Part 1 is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. It’s great to have you with us. Today we’ve got a really special event for you. I had the opportunity to train the staff at Adam Leitman Bailey law firm. He is a large real estate law firm here in New York City and he needed his staff trained because they’re in the process of redoing their content and optimization for their website. So this is something that actually I do for several companies and Adam was nice enough to let us videotape it and put it up on the Web. It does actually run for 90 minutes, which is significantly longer than one of my podcasts. So what we’ve done is split it into two episodes. This is going to be the first 45 minutes and then you’ll see the following one in about a week. I hope you enjoy it. It’s about SEO and content optimization, content creation. It’s very informative. The sound is pretty good and I think you’ll like it.

If you could, do me one other favor. I have noticed that I’ve kind of stagnated in terms of the subscribers on this YouTube Channel. It is really critical for us to have the momentum to continue doing these. Obviously, the podcast is doing well. We’ve up on Blog TalkRadio. That’s really doing well. But it would be nice to see the visual subscribers being up here. So if you are listening to me on Blog TalkRadio or Spreaker or iHeart radio, you can find us on YouTube @ HalyardConsulting. The button should be right here to subscribe. You should be able to put that in for you. And it does mean a lot. It does help us in the rankings and, of course, the momentum and the enthusiasm that we all have for wanting to build this out. So thanks so much and really enjoy the show.

Training at Adam Leitman Bailey offices

I’ll give the presentation slowly and please feel free when you’re not eating to ask me any questions as we’re going through this. I’m going to talk about who I am, why I’m here, what is SEO. Search Engine Optimization. We’re going to talk about keywords and titles and descriptions. Because my understanding in talking to Annabelle and Nicole is that that’s the major part of the root of this content. So we really need to understand why we’re doing this, how to do it best and then go from there. Then Webmaster Tools, is anybody on the team working in the Webmaster Tools side? I kind of got an email that….

Annabelle: I think I asked you if it’s the right approach. Like we’re trying to find out what is the best practice approach and Webmaster Tools really confused me on how to do it a little bit.

Jonathan: Okay. Then definitely we will talk about Webmaster Tools and the stuff that you can do. From the email that you sent me, it seemed like you were looking to find the keywords through Webmaster Tools and that’s not the right way of doing it.

Anabelle: Okay. Well, I just don’t know.

Jonathan: What is the top number one question?

Anabelle: Top right now is keywords. And just kind of everything: name of lawyers, keys. Is that scamming? Should we run with keywords? And if we should limit it, what’s right?

Jonathan: Okay. Well, if you should limit it, we are going to talk about the right keywords. Because it really is just one keyword for the article. A primary keyword. We’ll get into, but yeah, I mean if you’re putting….

Anabelle: Like 7 keyword. Is that too much?

Jonathan: So again, I work in Yost plugin. I don’t work in the plugin that you have. Yost plugin, I’ll show you how that works. Your keyword, the single keyword that you’re going to use, is then going to tell you whether or not it’s working for the page.

Anabelle: We can, but then recommend that plugin?

Jonathan: Yeah, but I’m an outside counsel, so I don’t. I mean, you’ve got to work with your team that’s making decisions for whatever. So I would suggest that you move over to Yost.

Anabelle: I think they had initially also who’s going to be doing this migration, how expert are they? Are we’re like, well, they’re not experts we’re going to be working with. Then we’ll train them. So I think the discussion was what we did before. Just your three fields.

Jonathan: Right. There’s three fields.

Anabelle: Your three fields and Yost is like 10 fields.

Jonathan: Oh, no. There’s three fields in Yost.

Anabelle: Okay.

Jonathan: We can look at that. And we’ll go into that. So there is no meta keyword data that is absorbed by the search engines anymore. You know, how it has in the code, and we can look at the code, it reads meta description and meta keywords. So if you put in a ton of keywords, it’s not going to matter because that meta keyword line, Google doesn’t absorb it at all. They ignore it. The whole line, yeah. I mean, I’d have to look at your source code, but yeah meta keywords is not anything that you need to work on. But you do need a keyword for SEO so that you’re able to say this is the keyword that this article is focused on. And I specifically called out one of the articles that’s on the website now. We’ll see how we’re going to look at that. And that just allows you to say. okay, what should my title tag be? What should my meta description be?’ Because this is the keyword that I’m trying to influence the search engines on. And so we’ve got to make sure that the meta description and the title tag have that keyword. We’ll go through it. We’re definitely jumping into all of his pretty quickly.

Slide 1: Halyard Consulting

I run Halyard Consulting established in 2007. We generally work with small to medium sized business. We’re WordPress exclusive. Full range of Internet marketing including optimization, development of content, advertising, public relations and a whole bunch that we just added in. I wrote the book in front of you, The World of Internet Marketing, The Basics. It’s a nice, small, 80-page book, really informative. And we’re now working on The World of Internet Marketing, YouTube. So that’s the next one that we’ll be coming out with. Then immediately following that one, we’ve got cloud and we’ve got Facebook. We’ve got a whole bunch of new books coming out. They’re small enough that it only takes me a year to write. It actually takes me a lot longer than a year to write.

Slide 2: SEO

So what is SEO? Search Engine Optimization is the effort to improve the visibility of a website within the search engine’s natural unpaid result for specific keywords. So what does unpaid mean? We know that Google AdWords is for those top three and then that column on the side. So the unpaid natural is everything else. And I might switch back and forth between this and show examples as we get into more things. There are different kinds of search. When you do a search in Google, you’re immediately brought to Web listings. But there are also other things to think about. Image. Local. Video. Academic. News. Primarily video and news are going to be the next ones over from the Web. So I’m doing a search for Adam and I type that in and let’s say I go and I’ll show you what his page looks like when we bring that up. But then what if I looked at image. Does it have his image? And it does. He did it very well. All of Adam’s images are coming in correctly when you type in his full name. Are there any videos? So here’s something that’s going on right now. I’m jumping ahead a little bit, but video is going to dominate the search this year going forward.

What does that mean? Well, Google has decided that the content articles that are being submitted on a daily basis, thousands of them at a time, aren’t of high quality. And they just don’t know how to handle all this. They’ve kind of said back to the community of optimizers, listen, you’re producing junk. You’re producing garbage. We need you to produce better, unique informative content. Their approach was to kind of create an algorithm that forced companies that were producing this kind of content down to the search engines. But they realized very quickly this was such a pervasive way of doing marketing content that it was hitting Mercedes Benz. It was hitting NBC. It was hitting all the major ones, right? It was hitting all the ones that they didn’t necessarily want to penalize for this. So instead, what they’re moving to is video content. Video is completely unique. What I’m saying now is never going to be said again. It’s unique. It can’t be really reproduced. And if it’s transcribed and the search engines are able to read the information that the videos are producing, they’re going to be a higher ranking for those.

So if you produce video, which is the way that we’re taking our company. We’re moving into more video content than actual written content. That gains an audience, a YouTube audience through your channel, pushed out there social media and that’s really critical. And then it gets indexed through the search engines. So starting this year and going forward, you wind up getting a search for Adam Leitman and it should actually have video included in that. When we do a search now, it’s nothing. So that’s definitely something that you should think about.

Slide 3: Getting Indexed

So getting indexed. The search engines use crawlers to find pages within a website. This was from day one, starting all the way back to Alda Vista. There are bots. And the bots go out from the main hub of the servers and they explore the web. And they pick up articles and information. So they will come to a website like CNN and because CNN has new content on a daily and sometimes hourly basis, that bot knows that it must continually come back to that website. CNN is a large website. It’s been around for a while. The majority, 70 to 80 percent, of what’s on CNN is indexed on the web. A smaller site that produces less content won’t get that type of attention to it. So when a bot comes to a site like this, if it’s not in the content, if it’s something that isn’t constantly being produced, the bot says okay, I was here on the first of the month and I came back on the 15th of the month. There was nothing new, so next month I’m going to come on the 1st of the month and I’m going to come on the 30th of the month. Well, if there’s nothing new then, well then they’re saying, okay I’ll come back a month after that. So when that happens, each time the crawler comes, they have a very specific directive. They can absorb so much content. So if you have a website of 5,000 pages but you don’t have any new content, the search engine seeks that. They take the first 100 pages, they come back and they’re going to come back less frequently if there’s not new content. So that then means that your 5,000 pages is going to take x number of months more to actually get indexed.

Now fortunately the labfirm.com, I think I got that right, that has 5,000 pages indexed already in the search engines, so that’s fairly good. Now the question is how are you going to tell Google that these articles are now finding other sites. So aside from training, let me ask the two of you, what is the strategy to explain back to Google that this page that used to on this website is now on that website.

Annabelle: 301 redirects.

Jonathan: Excellent. Good. And then we’re going to talk about Webmaster tools so that you can also put them through that and your site map got x amount. You’re going to work on all that, so then there’s not going to be a canonicalization issue. You won’t have article A both on this old site and the new site. Comes down, goes up. Very good. And the 301 redirect worked great.

Anabelle: Sorry to interrupt, because that’s important for us. The site, the Webmaster Tools, is that something that will be an extra of 301 redirect?

Jonathan: Right. It will definitely, what it does is it basically stands up and says hey, Google bot, there’s a new article on this website. So yeah, it’s that kind of process. But you’re going to have to talk to your developers because it’s going to have to be a step-by-step. You’re going to put the article. This is how I would do it, you’re going to put the article up on the new site, take the article down from the old site, do a redirect on the old site to the new site so that it understands where it was an where it’s going to. Then you’re going to go into Google Webmaster Tools and you’re going to say this is a new article.

Annabelle: Okay.

Jonathan: So it’s that step process.

Anabelle: Okay. Thanks.

Slide 4: Crawlers

Jonathan: Crawlers don’t crawl an entire site at once. Instead they come back according to the frequency of content. A website that produces articles, as I just said, every day will be crawled more often than websites that produce articles weekly or monthly. These pages are then analyzed using the search engine’s algorithm. Google’s algorithm is different than Bing’s and Yahoo’s and Alibaba and all these other search engines. So my advice to you is to gear yourself towards Google because it has the largest number of users doing searches. However, don’t forget about Bing. There’s also a Webmaster Tools for Bing. So you should be putting that in as well there.

Anabelle: Webmaster Tools. No, we haven’t used them. But we’re going to hopefully learn today how we should be using them because I don’t understand Webmaster Tools.

Jonathan: Okay. But have you created the account in Webmaster Tools?

Anabelle: I believe we have one.

Jonathan: Okay, so as long as you have that, we can go through the pages.

Anabelle: Do I need to give you credentials or can we log in to yours?

Jonathan: You’ll log in. I can’t give you access to my Webmaster Tools because it’s all my clients.

Slide 5: Types of Searches

There are three types of searches. Once you understand what your target market is looking for, you can more effectively reach those users. So we type in Adam Leitman and this is what we get. We get the alblawfirm.com. This is really great. Looks great, right? Because it says Attorneys and Executives, About Adam Leitman, Joining Our Firm, Contact Us, About Us, Internships. That means that Google understands what the website is about, what the primary of the secondary pages are and hopefully this will transfer when you do the redirect. He’s got a Wikipedia page and he’s got a great article in here about him. No video. So that is definitely what’s missing here. So if you don’t have a YouTube Channel yet, he definitely needs one. And then it needs to be marked up correctly so that you can get that.

So there are three types of searches, Do, Know and Go. So for Do, these are transaction queries, I want to buy a plane ticket. That is an action. You got that? Okay. Know is do you know the name of a band? Okay. Go navigational queries is can you go to the home page of the MLS?

Slide 6: Current Limitations

There are limitations to what Google can understand. What the Google bot can understand. Your robots .dxt and .ht access files are critical. You have to set them up correctly. This is again a technical issue.

Anabelle: Nick said to double check on our how that’s going to be developing.

Jonathan: Okay. So just make sure that your robot. The .dxt access files are going to be the 301 redirects. That’s where they’re going to put those in. And you should also in the .ht file, you should make sure that you block certain websites from accessing your data. So there are certain search engines out there that really don’t obey the rules of content. And so for instance like China might come in and take all the content and turn it into Chinese and then produce their own website. Sorry. It could be anyone. So I would talk to your developers and ask them if they have the list of blocked search engines that should not be coming in. And also within the robot .txt file, you should also be…this is really the communication. For a correctly performing search engine, the first thing that they’re going to look for is the robot .txt. This is where all the rules reside. How fast can you crawl the site? How often can you crawl the site? Because for instance, in a large e-commerce site…so when I was working for e-commerce for fireplaces and grills, we had an attack by a non nationally produced website that hit the servers so hard trying to gain all the pages data that it actually crashed our site. So we can put a rule into robots .txt that says you can only come to this website and you can do this specifically or you can do this in general. You can do it in general for Google as well, right? Because you also don’t want Google absorbing so much data that it’s a burden on your bandwidth. That all becomes an issue. So you’ll work with your technical staff to really get the robot .txt rhythm so that there are rules set in place. From the .ht access files, that’s where your 301 redirects are.

I guess my concern is that if we’re talking about 5,000 pages moving over, is that the right estimate? Okay. So 5,000, you don’t want this page to get too large because again it goes .ht assets. This is what those bots are looking at first and they’re only allowed to spend a certain amount of time on your website. So if it takes them a minute to understand your .ht access files and they’re only supposed to be there for a minute and a half, you’re going to get less indexed.

There are ways of doing the .ht access files that are actually even above my understanding. I do have people that know how to do this and it’s from a larger server-based redirect. So make sure that they’re like, you don’t want 5,000 redirect logs on the .ht access files.

You don’t want articles that aren’t really connected to the site and aren’t in the navigation, but they’re actually within your list. So just make sure when you’re looking at that 5,000 articles that they are somewhere from where they’re reachable. And now with this new redesign, make sure they don’t draw a bot. Because what could wind up happening is an article that would rank well is important to the user doing the search and is actually nowhere to be found other than through a direct search on Google. So you’ll get traffic to that page, but you won’t get secondary traffic once they’re on the site. And they’ll get lost when they’re in the site. The site just needs to be set up correctly and that’s all. I’m not going to spend too much time on that.

Slide 7: Interpreting Non-Text Content

Forms, images, videos, flash, audios. None of that can be read by the robot. And you want to work this through by adding in alt tags. Alt tags particularly for the images and the audio, for the video. Flash is very, very difficult. Thankfully you don’t have flash, right?

Annabelle: No.

Jonathan: That’s a big burden on the server.

Anabelle: They’re currently uploading right now I think. PDF? Is that considered a form?

Jonathan: Well, PDF can be indexed, it’s going to be difficult to read. Why are your forms PDF as opposed to….

Annabelle: They’re government I think.

Jonathan: Oh, they’re government. Okay. So they’re free resources. They’re not filling them out for more information. And when you’re getting these downloads, you have a landing page that is capturing their identity and their email?

Annabelle: We don’t have that set up with a designer yet.

Jonathan: Okay. That would be a recommendation that I would say that any of these. If they’re coming to your site purely to download something for free, you should capture their information.

Annabelle: Awesome. Thanks.

Jonathan: Well, I’m here. I might as well tell you.

Slide 8: Calling It By Its Right Name

We’re going to really dive into this in a little bit. But tenant vs boarder or lodger. Now you’re from Europe. Boarder, lodger. That’s makes sense to you. But here in America, we wouldn’t know what that is. So I’m sure that all the articles since they were American written probably have the correct terminology. But you just want to make sure. And when you’re going to do the analysis to find out the right keywords, you also want to be U.S. specific because you’re trying to gain a U.S. audience. And just understand your audience.

 

Slide 9: Out Standing in a Field

When I was 12, this cow came out that I just thought was the funniest thing in the world. It’s cow standing in a field. You give it to someone as a gift and and it says ‘To someone who is out standing in the field.’ You’re out there by yourself, though, and that’s what you really don’t want. If the content isn’t linked to, it may be deemed unimportant. So just like poor link structure, if something is out in the end by itself, if the content isn’t getting likes and Tweets and shares and thumbs up, if it’s not gaining attraction within social media, then it’s not going to be a primary page that is going to be of interest to the search engines.

Audience Member: I don’t have prior knowledge. And it’s tricky. How do you tackle such situation?

Jonathan: We’re definitely going to get into that because I mean if you’re all in marketing, you don’t know real estate, you don’t law. It’s going to definitely be a challenge. But what we’re going to do is we’re going to look at applications that we can put the content in and it tells us back how often is that keyword used. How many keywords are there? How often are certain words used? We take out ‘is,’ ‘the’, ‘and.’ All those little small things and we’re able to get fairly good information.

Annabelle: I have question. On press releases, how to involve the press releases. Nicole and I have a field now where we can relate that linking the press messages that we’re uploading anyway, so we’re taking the content from Fox News or wherever. Should we put a backlink into wherever that came from? I think it’s a great thing. He doesn’t.

Jonathan: I would wonder what Fox takes about that when you’re taking their content and you’re not linking back to them.

Annabelle: We officially have to reference where we’re getting to from is what you’re saying. He thinks that eventually Fox might take down that article.

Jonathan: So another part of the argument would be that he’s going to get slammed for reconicalization.

Audience Member: I have a question. Can you take exact content from backlinks?

Jonathan: You can as long as you follow the right method. If you put a backlink in. I mean, a backlink is also important as well because you want to show…We can have a whole conversation about who backlinks work. I didn’t really put that into this, but we have plenty of time. Backlinks are the way to gain higher ranking in the search engines. You want CNN and Fox News to be back-linking to your site. The more of that you have, the higher ranking, the more professional that website is seen. In kind, you would then want to set. You know, it’s like somebody knocking on the door and they’re saying ‘we want to do business with you.’ And you’re opening the door and say, yes, I want to do business with you. So CNN is writing an article. It’s including Adam’s name and Adam is then acknowledging that and putting that up on the website. You would then want to say this content came from CNN and it includes my name. There’s more power to it than just saying I found this article out somewhere and I don’t know where it came from.

Anabelle: It does say that it’s from CNN.

Jonathan:  I would backlink it. There’s an advantage. Does everybody kind of understand that idea? I kind of made if funny, like, out standing in a field. But if it’s alone and it’s out there and the navigation somehow or there’s no traction to it. Part of what you’re doing is not just adding 5,000 pages, you’re trying to gain an audience that is interesting in this information. If you have article A that has been ‘liked’ on Facebook ten times and retweeted multiple times and is on Google+ or whatever the social media might be, Google understands that. They see that interaction. In my personal life, right now World Cup is going on and I do predictions for every single game. I do this on my personal channel. This has nothing to do with Halyard. As the games go on, more people are finding out about this. More people are commenting on it. More people are liking on it. So what’s eventually happening? Well, when you look at the chart, the first couple that I did, about 20 people saw it. Nobody commented. Nobody ‘liked’ it. The next five that were done, 50 people saw it, one or two people ‘liked’ it, maybe one person shared it. Well now here we are into the fifth day, now hundreds of views. Multiple ‘likes.’ Tens of comments. Well, what does that say back to the search engines? There’s some traction there. Something is going on there. There is some interest. He has more subscribers. So if you’re working in the back field and you’re just adding the articles and the content, that’s the wrong thinking. You really need to mix it with social media. Okay. Sorry if I’m getting preachy.

Audience Member: You’re saying it’s happening now. World Cup is happening now.

Jonathan: Right. The reason I’m making these videos now is because there is such a huge amount of traffic circling around World Cup 2014, that hashtag, that Google actually made the decision to move it out of Google Trends. They moved it out of Google Trends so that now it’s its own trend. So there were trends within that trend. That’s how large that is. So that means that because there are such a finite number of days that people are focused on this, my adding in content on a daily basis shows that there is a longstanding relationship between the content that is in my YouTube Channel and World Cup 2014. The more days that come through, the more that people get excited about it, the better it indexes in the search.

Audience Member: But it’s kind of hard to believe that because it is that different, right?

Jonathan: Well, it’s not really different.

Audience Member: He’s always on cue with whatever is going on with the audience. He’s constantly sending me things. I don’t know if it’s search engine optimization, but he actually does understand that concept.

Jonathan: And that definitely works to the advantage of getting indexed. You know, we the Internet started, we had AltaVista and the way that AltaVista worked was the server refreshed at 12:01 every night. If you made a page and you said ‘real estate law’ 20 times, you got top ranking. Until your competitor put it in 21 times the next day, right? Google and the other search engines have become so sophisticated now and they’re looking at so many different elements, but there is an immediacy to the information. If something happens, like the Mosque situation, right? So that article that was produced is going to stay there for a really long time. It got a lot of traction. It was written quickly to respond to that news story, which there are only 24 hours in the new cycle, right? Sometimes it expands to 48 to 72, but that’s rare. So the article went up at the right time. It got seen by many, many people. It was retweeted and it was texted. It was a centralized piece of content that was relevant at that time. And that’s why you see that immediately in his profile. If we go back, so this article from The Observer, which actually took place in 2012, that’s a question, right? What happened the last two years? Why isn’t there another article? But look, 23 Google+ circles. So there were 23 people with a Google+ that found this very unique and very interesting. If we went in, we would probably also see, like, Facebook and tweets and things like that. Because there was an immediate need for that content.

Slide 10: Keywords

Usage, targeting, domination and abuse. So titles, text and metadata. One of the best ways to optimize a page’s rank is to ensure that keywords are prominently used for titles, text and metadata. And I think this is where you’re going to need to focus on. From the articles I saw, from the analysis that I did on a couple of pages, you have both a little bit of abuse for certain keywords as it might be because it is that topic, right? I mean if you’re talking about Mary Poppins, the article Mary Poppins is going to be mentioned a lot, right? So you have that. But the title doesn’t necessarily include the keyword. So my advice back to you is maybe you do want to take a step back and as you moving the content, maybe just clean it up a little bit and include the keywords. And we’ll talk about that.

Keywords are the building blocks of language, but you must understand the user’s intent. “Jack and Jill Ran Up the Hill.” Is the article about running? Is it about Jack and Jill’s relationship? Or it about the hill? So you have to understand the title needs to also really back up and support. And show you, in terms of abuse, you can’t title it one thing and then talk about it another thing.

Slide 11: Domination and Abuse

Search engines measure the ways keywords are used. If we’re to help determine the relevance of specific content to a search query. If somebody is looking for Jill running and you’ve written an article and you’ve stuffed it, the article is about hill running, but you’ve stuffed it with the word saswatch, that is abuse. So the search engine’s ability to spot keywords stuffing has gotten incredibly good. They understand an article about hill running that includes the key word saswatch over and over again, that’s deemed as keyword stuffing. And we’re going to get into some of the articles that I reviewed from your website.

Annabelle: But that’s when you have a keyword that’s not actually in the article.

Jonathan: You’re trying to say that the keyword is running up a hill, but you’ve used the word saswatch or let’s say baking pies. Something so outside of the….

Annabelle: In the article?

Jonathan: In the article. More so, more times than the word ‘hill’ or ‘running.’ That’s what I’m trying to say. We’ll get into that. Yours is definitely on topic.

Annabelle: It is really challenging. I think the press releases are easy. They’re written for the public to read. Case studies, things like that, where it becomes more convoluted and I have to read them like three times to tell what’s going on. It takes time. We need to get the tools.

Jonathan: Well, hopefully, what I’m going to show you is a tool that will tell you what the major word is. Because for you to be doing this transfer and also educating yourself on law is probably slowing the process down.

Slide 12: On Page Optimization

Use keyword, title tag, alt attribute of image, ULR, meta description. And my personal rule, and this is probably where my rule supersedes what I’m seeing on some of these articles, the keyword shouldn’t be mentioned more than once per hundred words. You can go to a million different SEOs and they’re going to have a different number. This is my number. So if you’re writing a 500-word article, the keyword should be in there five times, not 20.

Anabelle: What do you mean? The keywords should be in there five time? But we’re not writing the article.

Jonathan: And this is where part of the problem comes in because these articles have already been written, so we have to

Anabelle: We’re editing the articles?

Jonathan: No, no. But you have to, I mean, for the two of you, you have to be aware that because of the changes in the algorithm, you might not see as great uptick in the searches because these articles were written a certain way. And there’s nothing you can do about it, right? Unless you decided to lower the number of articles.

Anabelle: In the future, we could have them rewritten for us.

Jonathan: Once you’ve gone through the Webmaster Tools and once it’s been indexed…

Annabelle: We have to share the strategy of everything rewritten. I think that would be the best option. The attorneys all write in a different way and having to train them. And having you come in and train them to do it right. So that’s a whole different project.

Jonathan: Are all of the articles and all of the case studies written in-house?

Annabelle: Yes.

Jonathan: Everything?

Anabelle: Well, except the press engines. Everything was written by attorneys. There are a couple of attorneys who are published in other publications.

Jonathan: Okay. Well, hopefully those articles are written spot-on because they’re going…

Anabelle: I think he’s pretty aware of the things people want to hear. And he stuffs the articles with the words he thinks are most relevant. But I’m hoping he’s doing a relatively good job with that.

Jonathan: Okay, well, again somebody reading the article is going to probably be happy because it’s extremely specific. But if we’re talking about how this website, how Google and the search engines are going to perceive it, that’s a little bit different. And I’m only taking one example. And we’re going to walk through that example. It’s going to show you how to find the right keyword, but it’s also going to be a glaring. You’ll be like, oh, we wrote a 500-word article and we had this keyword in there 25 times. I mean essentially means that almost every sentence had that word.

Anabelle: Really?

Jonathan: It might have just have just been I didn’t look at it…

END OF PART 1

 

 

 

 

 

 

 

Coaching and Corporate Training Part 1 is a post from: Halyard Consulting

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How Amazon Fire Will Destroy Your Business http://halyardconsulting.com/amazon-fire-will-destroy-business/ http://halyardconsulting.com/amazon-fire-will-destroy-business/#comments Thu, 03 Jul 2014 14:54:12 +0000 http://halyardconsulting.com/?p=25116 How Amazon Fire Will Destroy Your Business is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are going to take a detour from what we normally talk about in Internet Marketing and we’re going to focus on a recent announcement by Amazon for their new product called Amazon Fire. It’s a phone. And, […]

How Amazon Fire Will Destroy Your Business is a post from: Halyard Consulting

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How Amazon Fire Will Destroy Your Business is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are going to take a detour from what we normally talk about in Internet Marketing and we’re going to focus on a recent announcement by Amazon for their new product called Amazon Fire. It’s a phone. And, you know, my understanding to the people who watch this podcast and listen to this podcast is that the majority of you are small business owners. This is going to be directed specifically to you. And it’s going to be directed to you especially if you have any type of retail location. Let’s get into this because this product should have you extremely concerned. And it is an affront to small businesses everywhere. I’ve created a little bit of a presentation and we’ll look at that now.

Slide 1: Halyard Consulting – How Amazon Fire Will Destroy Your Business

I call it How Amazon Fire Will Destroy Your Business. This is isn’t going to be a long podcast. I threw these numbers together after seeing the presentation that Jeff Bezos did. Isn’t Jeff Bezos a great guy? Doesn’t he look like a really fun guy that you could trust? Well, let me tell you something. This product that he is releasing, he is not a nice guy. You know, there’s one thing to build a respectable business, expand your product line, offer it across the nation, do great things like that. But what this product does, this phone is a direct attack on small businesses. Let’s look at what’s going on here.

So Amazon’s market capitalization is $149 billion. It’s not $1.4 billion. It’s a $149 billion. Their sales revenue in 2013 alone was $74 billion. Their stock price currently is over $324 per share. They spend an estimated $2 million to lobby the government for things like online sales tax that only benefits them. Transportation safety. I can only assume that it is to lower the transportation safety requirements. Privacy and Data. And believe me, while they say that they want to protect you, what they want is to gain further information about you. And Intellectual Property. $2 million to lobby the U.S. government for intellectual property. What are they trying to patent that costs $2 million to lobby the government? We already know that the government is willing to give away almost everything when it comes to money being handed to them. They are better than a charity like the Red Cross where the top official is making $400,000 a year. So meanwhile, Mom and Pop are writing a check to the Salvation Army or the Red Cross thinking that the majority of their $100 or $20, whatever it is, is going to help whatever relief aid is going on and it’s all going into the pockets of the corporation.

Slide 2: Amazon Fire Putting Mom & Pop Retail Out of Business

Amazon Fire will put Mom & Pop retail out of business. Let me show you how it’s going to do that.

Slide 3: The Death of Main Street

That feature, Firefly, allows anyone using that phone to snap a photo of any product – earphones, pens, lamps, hats, anything – whether somebody is wearing it, wearing they’re driving past it, whether it’s in your store. That’s the problem. They can take this photo and it will immediately show them the product for that user to then buy. Where do you think they’re going to lead that user? Do they think they’re going to lead them to your website selling that product that they’re standing in your store to buy? No. They’re leading them to Amazon. So what’s going to happen? Mom & Pop retail. These people are going to come into your store with this phone, they’re going to look at the things that they’re going to buy, they’re going to scan it using that image and Amazon is going to show them the product and they are going to make the purchase on their phone. Do you know what that makes your retail store? It makes it a museum. People will come into your store, they will take the photos and they will leave. And then two days later, they will have a package at their location, at their house or apartment, and it will be all the products that they would have bought at your store now coming from Amazon.

This is a major affront to small business. Small business built America. And what’s going to happen is one individual company is going to control all retail. I’m not just saying small businesses should be concerned. Wal-Mart should be concerned. Because where are most of the products now anyway? They’re at Wal-Mart. So I’m going to go to Wal-Mart. I’m going to take my Amazon phone and I am going to look at the products that I want to buy. And I’m going to click the button and I’m going to purchase it through Amazon. It’s brilliant for Amazon, but it’s horrible for the economy. And the government should step in and they should protect your small business rights, even your big box store rights, and they should say ‘this should not be allowed.’ So let’s look at this.

All the phone is, in the presentation, they didn’t even make a phone call. So who even knows if the phone has the ability to make a phone call? Because that’s not why Amazon wants you to buy the phone. They want you to buy the phone so that there’s a direct link from your buying habits to Amazon’s vast demographic servers. You want to give up your privacy, that’s fine. What they’re going to do is they’re going to match your personal profile to products. Do you know that Amazon right now is actually working on a system whereby they will move products – prior to you purchasing it – they will move product to a closer warehouse that they believe you will eventually purchase that product. Whether it’s a new wish list or just based on your demographics of what you’ve previously bought, they’re going to move items to a location closer to you.

And the phone comes with a great service. A great service. It will take all of the photos that you take with this phone and it will store it in the cloud on the Amazon servers. Isn’t that a great opportunity? You’ll never lose a photo again. But you know what it will do? It will show Amazon where you’re at, who you’re with, what you’re buying. It will see your nephew and niece’s party. It will know that there is an intimate relationship between your people in those photos, whether you’re drinking beer at the bar or whether you’re at little Timmy’s birthday party. This is all data that is going to be used to market to you demographically. It’s really unbelievable.

So you want to talk about power? Fine. It’s a quad core 2.2 gigahertz Qualcomm Snapdragon processor. 4.7 inch, 720 HD display, 2 gigabytes of RAM dual stereo speakers, 13 megapixel rear camera and front-facing camera for video chat. It has this great little tool that goes 3D. All these fancy little gadgets that are going to get you to buy the phone. They should have really made the product free because the amount of product that you’re now going to buy through it and the amount of demographic information that they’re going to have about you, pays for itself. So that fact that they want $199 for a 2-year contract with AT&T is just bilking you.

Slide 4: Ban the Phone – Stealing Customers with a Click of the Button

So let’s go back into this presentation. I’m very fired up about this because Amazon and companies like this, Google is one of them also, believe that the American people and world is stupid to the way that these things work. Look at this great gadget. We’re going to take a photo and you’re going to be able to buy this through your phone. But they’re stealing your customers with a click of the button. This phone should be banned.

Slide 5: Get the Sticker

And here’s what I’m going to do. If I get enough response from this video, if there is enough outcry on this, I will create a sticker that you can put on your business, in your wall, on that door when people come into your business that says “No Amazon Fire Allowed.” You know, “No shirt, no shoes, no service,” well, we need a stick that says “No Amazon Fire.” This is what we’ve gotten to. This is where we’ve gone. It’s terrible. Maybe I’m the only person who feels this way, but if you feel this way, then send me an email. Jgoodman@halyardconsulting.com. Go to our website. Sign up for our newsletter and tell me that you want a sticker. If there are enough people that want a sticker, I will produce a sticker (much better than the design that I came up with in two seconds) that will say “No Amazon Fire Allowed in my Store.”

Honestly, what I think you should do, I own a retail company, right? I owned an e-commerce retail that, if you want to hear that story, the distributor made a direct deal with Amazon, took all the products and only sold them directly to Amazon and left me with $170,000 worth of unsellable material. So you want to talk about why I’m angry with Amazon? Years and years ago, I lost a business because Amazon went and did a direct deal with my distributor. And for all those small Mom & Pops that don’t think that Amazon is reviewing your sales, you’ve got this great relationship with Amazon, you’re selling on Amazon, let me tell you what they’re doing. They’re grabbing all of that data. When they see an industry, like barbeque parts is working well and is selling on Amazon, they go to the distributor. They come in very nice suits. Very young people. They fly down to the distribution and manufacturing centers and they say ‘we can double and triple your sales. We will do this for you. All you have to do is sign an exclusive with Amazon and sell the product directly to us.’ Cut out all of your retail.

Now if that’s happened to you, I’m thinking about writing a book anyway, if that’s happened to you and you’re hearing this message, contact me. Let’s get all of that together and let’s build a book and sell that. Because Amazon is such a gigantic corporation now, they are going to eat away at the manufacturing and industry that retail has built. Small Mom & Pops like you.

That’s it. I am all fired up. I do apologize. Partially probably because of the World Cup, I’m all excited about this Sunday coming up. USA vs. Portugal. You can watch all of my videos on my personal YouTube Channel. I make predictions. Not part of my business. Just something that I like to do for fun during the World Cup.

This is a problem. If you don’t see this as a problem, then just wait for the next interation of this. But when your stuff next year or the year after that. If you’re a small business who’s 100 percent, or let’s say 70% of sales come from Christmas, and you’re gearing up for Christmas, and all of a sudden your feet are on the floor because Amazon ripped the rug out from under you because everybody came to your small Mom & Pop and started flashing all these photos of images of product that they want and Amazon sold them cheaper. Which they can because they can take a loss because they’re a multibillion dollar company, this is why. Call your Congressman. Get the sticker. This is a serious, serious affront to small business, to the entrepreneurs. Maybe you disagree, but if you agree, tweet this out. Facebook it. Share it. Let the world know that you’re not going to sit idly by as your small business is eaten away by a large corporation. You have a family to feed. If small business retail is gone and you’re invested hundreds of thousands of dollars into your small business, what’s next?

I’m sorry if I’m all heated up and fired up about all this stuff. I just can’t believe that Amazon would so blatantly attack small Mom & Pop enterprises. Well, that’s all I’ve got to say. Thank you listening. Take care. Bye.

Outro

Again, this is Jonathan Goodman and this is the World of Internet Marketing. You can follow me @HalyardConsult on Twitter. New episodes of the World of Internet Marketing can be heard every Friday. You can access the archives of my previous shows on Spreaker.com – user name Jonathan Goodman. The podcast is also available with transcription at halyardconsulting.com and geekcast.fm one week after the episode airs. Thank you all for listening to another episode of The World of Internet Marketing. Don’t forget to pick up my book The World of Internet Marketing on Amazon, and if you like this podcast please share it with your network of friends and family. Have a great week.

 

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2014 World Cup Mania – How to Market http://halyardconsulting.com/2014-world-cup-mania-market-world/ http://halyardconsulting.com/2014-world-cup-mania-market-world/#comments Thu, 26 Jun 2014 15:19:48 +0000 http://halyardconsulting.com/?p=25107 2014 World Cup Mania – How to Market is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. It’s great to have you with us. Today we’re going to say ole, ole, ole and celebrate the World Cup. First of all starting off, if you’re watching this video and it looks pixelated, I apologize. I am in […]

2014 World Cup Mania – How to Market is a post from: Halyard Consulting

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2014 World Cup Mania – How to Market is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. It’s great to have you with us. Today we’re going to say ole, ole, ole and celebrate the World Cup. First of all starting off, if you’re watching this video and it looks pixelated, I apologize. I am in a perfect storm of an old computer, or not necessarily an old computer, but a poorly made computer even though it was a fortune at time, and a slow void rate modem. A letter arrived the other day from Comcast and they explained to me that I might not be seeing the best speed as I could be seeing because I have an older modem. So we’re switching that out. We will eventually switch the computer out and I’ll look great in these videos, as I should.

Now getting back to the World Cup, there is a lot of action on social media. It is pervasive. Nearly 90 percent of the Twittersphere is lit up with the World Cup. So much so that as we see, and we’re going to go through the slides in a second, Google has kind of separated the World Cup away from Google Trends and made it its own Google Trend and is elaborating putting in and showing trends within the World Cup. As people tweet and as people talk about this on social media, their impact and engagement is incredible. So the question really becomes how can a small business market to the world? Or maybe not even the world, maybe just your portion of the world, maybe just your localized area, but how can you engage using the enormous amount of traffic and engagement that is happening from this one event. So let’s get into it. We’ve got a great slide show.

Slide 1: Halyard Consulting – #WorldCup Mania – How to Market to the World

And I called it hashtag World Cup Mania. How to Market to the World. Now that little hashtag is because that is the most used hashtag for World Cup. It’s not 2014 World Cup. It’s not FIFA World Cup. It’s not any of those. In the United States, it is simply World Cup. We can talk about other areas. Brazil has a different word. Europe is using something similar, but not exact. But if you’re looking to capture the United States audience right now, it’s #WorldCup.

Slide 2: Billions Connected

Billions of people are currently connected. 3.2 billion people watched the World Cup in 2010. Twitter had released a poorly working app at that time. Now they have a significantly much improved app. And we’ve all had four years to engage ourselves in more social media. The number of mobile users back in 2010 was 4.6 billion. Today it’s 7.3 billon. That’s a remarkable jump. Even to jump up a billion is incredible. What you’re essentially saying is nearly everybody on the planet has a cell phone or has a mobile device.

Slide 3: Score Based Discounts

The great thing about soccer – there are many, many great things about soccer – but it is a low-scoring game, right? If we tried to do a discount based off of scoring for basketball, it would be very complicated, very difficult. These are low, easy numbers. The first match with Brazil has already happened. It was Brazil vs. Croatia. Brazil won 3-0. I thought they were going to take it 2-0, but Croatia was able to score, but then Brazil was able to score even more. You could do great things with these numbers and these events. So you can have a $3 discount. Let’s say you’re doing pies. This happened to have been a morning event or an afternoon event, but let’s say that it was an afternoon to evening event. It was a 4:00-6:00 game. You could tweet out to your audience: “If Brazil wins, call us within 30 minutes of them winning and you get $3 off your pie.” If you say #WorldCup or whatever it happens to be or if you retweet this message, whatever it is, you can do 3% off a large-ticket item. You could do 30% off a lesser valued item. For something that you’re hopefully making 50% on, you can give 30% off. And you could do a very limited time. You could just do that day. You could do 24 hours. You could just do an hour from then. You can say within the next three hours, the 50 people who come to the store (if you have a physical location base), the next 50 people that come into the store are getting x free, whatever it might happen to be. If you’re a retail store, it could be a purse. It could be, whatever it is. You have to come up with the idea. But using the event that everybody is engaged into is really valuable to you and your audience and to increase engagement overall.

Slide 4: Select Right Time

You need to select the right time. Very critical here. You can’t expect people that are watching a game to actually engage at that moment, right? Their hearts are in this game. And as we ramp up and as we get closer to the finals here, it’s going to be more and more intense. Twitter is going to get heavier in usage. Social media all around. But during the actual game, everybody’s eyes are on the game, right? They don’t want to miss the score. They don’t want to miss the goal. So don’t tweet out during the game, right? Maybe if you see like a real lull, if nothing’s going on, if it’s just passing back and forth for a while. But for the most part, it’s the World Cup and it’s a pretty exciting moment. Everybody there is really top match professionals.

And then there’s the USA team, no hard feelings. Not expecting much from them. Although some predictions have them in the finals, I don’t. So I think that they’re going to be easily taken out. It’s a tough group. And I think they’re going to be squashed. That’s my prediction there. 20 minutes prior and immediately after for about 20 minutes is really key time. That’s when you want to really send something of value. And the worst time is during the game. What’s really great about Brazil is that they’re East Coast/West Coast time. So they’re traveling around the globe at the same time we are. So when it’s 3 pm there, it’s 3 pm here in the Northeast. That makes it really great for traffic in terms of it’s not in China where everybody is asleep when the games are being played in the U.S. and all of a sudden, you wake up and you kind of have to hit everybody with World Cup news that has already happened 6 hours or 7 hours ahead of time. So this is a really key time for you to send stuff out.

Slide 5: YouTube Videos

When we talk about how to do this, obviously Twitter is going to be a big thing and I’ll talk about that in a second. But you could actually make a YouTube video. You need to increase your video channel, right? If you have one or two that’s not enough, you have 30 or 40, that’s okay. But we want, anybody who is listening to me and engaging with these videos, you should be doing videos. Video, as I’ve said before, is the next thing. Google is going to start taking from video far more than they’re going to take from old articles or trying index things. They’ve just had a bad rap. They’ve smacked back down against articles without uniqueness and video requires you to get up there and be unique. You have to talk about things. It’s going to be, yeah, look, I mean, I’m dealing with a video today so there’s video issues every day. So you still have to get in front of the camera. You can do a PowerPoint presentation like this and not show your face. I prefer to show my face, but that’s up to you. But for the World Cup, there are a couple of things that you can really do.

  • Predictions

You could do predictions. So on my personal YouTube Channel, which you might be able to find if you do a search for it, but it’s really for me to have fun, I have a video prediction for every single game that’s going to be played. I do it the day of the game. I give a little synopsis as to what I think is going to happen. I also did some research and I found Mark Lawrenson. He’s a soccer player, but he’s also on the BBC sportswriters staff. He’s made a lot of great predictions, so I’ve gone ahead and I’ve kind of utilized those predictions and said, okay, well, here’s what Mark thinks, this is what I think on the side of that. And if he said one number, I might say another number or I might agree with him. The video lasts about two minutes. It’s not that long. I am not a soccer expert by any means. I like soccer. I watch soccer. I go to soccer games. I never played soccer, so I don’t have like an innate understanding as to all the intricacies of the game, but it’s still something that I love to talk about and it’s easy for me. I have his printout of the article the way he made predictions. I see where he made some observations and I either agree with them or I disagree with them for about two minutes. And that’s it. I put it up. I hashtag it out. And I push it through social media. Google+, Twitter and Facebook.

  • Congratulations

Another thing you can do is congratulations. Once a team wins or once one of the players has been called Man of the Match, you can congratulate that player or you can congratulate the team, you can congratulate the country. I would advise against verbal predictions and congratulations. This is not ‘hey congratulations guys on winning Brazil vs. Cortia, get your $3 off pizza.’ I don’t necessarily know if I would mix those two things because they’re in Brazil. It’s not as if you’re offering them $3 off pizza. So instead I might when I’m tweeting out ‘here’s our YouTube congratulations’ and also, right? So through the social media message, you might put that through, but not actually in the video itself. That kind of winds up to be cheesy.

  • Audience Reaction

This is huge. We have seen this for, probably the most fun that I’ve watched audience reaction has been Game of Thrones, right? So the Red Wedding, Joffrey choking to death, like all these things they have. People go to bars and the cameras are facing the audience and everybody is watching Games of Thrones together. And when something really unbelievable happens, they have a video of people’s reactions to that thing. Now soccer is very similar. If you’re passionate about soccer, if you really love it and you really get excited about it just like football or basketball and baseball, whatever it might be, because this works for all other events. It’s just that right now, the dominance in World Cup news is just overreaching everything else, right? Everything else is taking a back seat to the World Cup. So I’m talking about the World Cup, but you can definitely apply all of these tactics to any major sporting event. And we’ll talk about what you have to be careful about in a couple of minutes.

But first, so predictions, congratulations and audience reaction. You want to tag those videos. You’re now increasing your channel. You can put those into sets. So like all of my predictions are in one set within YouTube. And so people can click on that set and they can watch all of my predictions. And then audience reaction.

Slide 6: Google Trends

As I said before, Google Trends has kind of broken off its Google Trends World Cup. And it’s really exciting. There’s a lot of stuff, I’m going to try to bring this screen up. So here it is. Right now, sorry, so we should actually refresh this because more than one match has been played. Let’s see what they say now. So two matches played, 185 million related searchers. And you see these are country codes and we’re going to talk about those in second too. So Sweet Victory. During the Brazil vs. Croatia match, searches for ‘how to make sweet popcorn’ doubled in Brazil. You know, it must be, let’s see, why would that be? Croatia is Feeling Annoyed. Positive Neutral Negative. World Focus, 83% is on Brazil to 17% in Croatia. Top Questions During the Game. What Brazil and Croatia want to know about this match: What is Neymar’s neck tattoo? What is the game schedule in Brazil? How to make sweet popcorn? Is Nonzook going to leave the national team? Who is Nemeyer’s son? And who is the England football team. Very interesting, right?

Now if you were a great writer, you could somehow tie any of these things. Let’s say that you were, this is all in Spanish. So I’ve already clicked through to Results for how to make sweet popcorn. And if you know Spanish or if you know somebody who knows how to make sweet popcorn and you run a restaurant, what a brilliant idea this would be to have a special during this month where you serve sweet popcorn. Whether people have to order it or whether it’s on the table. You can definitely promote that. That’s something that you can do. It’s really exciting. Let’s see, let’s go back. People of Interest. So Neymar. Now this is the Czech team. You can go back. There’s just so much data in here. Eyes on the Ball. Uruguay is searching more for the official World Cup 2013 ball than their own Diego Forian, who won the Golden Ball at World Cup 2010. There’s so much incredible data here that you can use, it’s really exciting. So let’s move on because I could literally spend all day, I could literally spend all day doing that, looking at that data.

Slide 7: Twitter Hagflags

This is another where this is, so Twitter has reactivated their hagflags, which means if you tweet using the country code, and you can find all the country codes at countrycode.org. And Shakira tweeted out Twitter has just unlocked it’s new World Cup feature from today, country codes become Hagflags. So you’ve got Spain, you’ve got Germany, France, Brazil. That’s really cool. So you could send out a tweet and include a hashtag with the country code and it will include that little image. It really brightens up Twitter.

Slide 8: Players Names

So you can follow these guys or teams. So let’s go through this. Most followed teams: Mexico, Brazil, United States. Most followed players: Well, Cristiano Ronaldo, right? He’s recognized throughout the world as a great player. Neymar we already saw that a lot of focus is on him from the Brazil team. And Wayne Rooney from the United Kingdom team is also somebody that a lot of people follow. Most followed U.S. players: Jozy Altidore, Clint Dempsey and Jermaine Jones. This is way past my time, so I don’t actually know any of these players anymore. I used to follow the U.S. team almost a decade ago, and I don’t anymore.  There’s a great article on USAToday. So what can you do with these players’ names? A) You can congratulate them, you can congratulate the team, you can follow them and then tweets that you have, people may become more interested in you because of who you’re following. And you hashtag this up and make it work.

Slide 9: Mobile Apps

FIFA is a more corrupt organization than the Mafia. How’s that? Although I don’t think the Mafia sues people as quickly as FIFA does or puts them in jail for various small infractions. But they have created an amazing app for the Android and the iOS phone. It is incredible. I really have to commend them. In fact, I’m going to praise them and say if they can do for soccer with this app then Obama should speak to them about running the VA. This is an incredible app. Let’s just take a look at some of the stuff that it does. So it obviously provides the schedule. It provides the score. It selects the Man of the Match. So FIFA or some recognized organization selects the Man of the Match and that gets promoted. There is a live blog. So if you are at an event and you want to still follow the action and no TV is turned on, you can read the live blog. And the live blog is written really, really well and it’s all marked up, hashtagged out, it’s all commented. It’s really fantastic. And there’s social media interaction. So if you wanted to very, very easily to gain an audience just immediately, FIFA has created for every single game that’s going on, they have created a tweet that you can send out. And it includes – I’m trying to find my phone so I can bring this up. So it includes, I’ll read you the tweet that’s up there now. And every app should really work like this. So right now, we’ve got, oh my goodness, Spain vs. Netherlands, and I was right that the Netherlands were going to just squash Spain. So I actually thought, I think my prediction was that it was going to be, I predicted 0-2 for the Netherlands and it’s 4-1 still. It’s a squash.

Okay, so you open this app up and you can go to the game. So now I’m in the matchcast. Right now, the score is 1-4 Netherlands and I go down here. Select match. I can see right now 72 minutes, 73 minutes in, their score, I can read the entire live blog, which is really incredible. And there’s a little tweet button there. So the tweet button says: “I am following Spain vs. Netherlands in the FIFA Global Stadium #espned #worldcup #joinin.” And I seem to be having a little bit of difficulty connecting my Facebook to this app, but my Twitter goes immediately. And I’m able to take a picture and I’m able to send it in 2 seconds. So even if you didn’t know what hashtags to use, they’re right here. They’re telling you right that worldcup is being used all the time. espned, which I believe is ESPN Spanish. Those are the hashtags to use. So really, really quickly. Any time the game is on, I just tweet that out. Really easy. So I definitely suggest that you download that app.

Slide 10: Warning!!

Now a big warning. FIFA is litigious. They are looking to sue anyone and everyone. You really need to be careful. You know what, you need to be careful with the NFL and the NBA, MLS, everything. Don’t use logos. Don’t use their design. Don’t use trademarks. Don’t use slogans. Don’t claim that you’re sponsoring an event if you’re seriously not. And don’t say that you have an official association. So this is really, really critical. You can get into a lot of hot water, especially with FIFA. But I believe that FIFA is going to be kind of the first to charge, you know, and I think that they’re being overly litigious. They’re throwing people in jail for trying to sell fake T-shirts and stuff like that in Brazil. They’re going to go after companies that use their logo or use their whatever it is. So just be careful. Don’t use…don’t say, here’s a perfect example. Don’t say ‘come down to the restaurant tonight, we’re sponsoring a World Cup event party.’ I just wouldn’t mix those words together. I wouldn’t say ‘sponsoring’ and ‘World Cup.’ And certainly don’t say that this is official sponsored. Don’t do anything like that. Just be smart about it. Just think about what you’re trying to do. You’re trying to present yourself well and they want to make sure that you’re not representing something falsely.

Slide 11: Contact Us

So again, that’s it. That’s my podcast for this week. Happy World Cup. You can contact Halyard Consulting if you have any questions. Please feel free to give us a call, email us, follow us on Facebook, on Twitter. Subscribe to the Halyard Consulting YouTube Channel. And I look forward to speaking to all of you and seeing all of you soon. I know we’re heading into conference season for this industry. I’m hoping, crossing my fingers, I’m going to have some good announcements in the next couple of months. So thanks so much for watching. Take care.

Outro

Again, this is Jonathan Goodman and this is the World of Internet Marketing. You can follow me @HalyardConsult on Twitter. New episodes of the World of Internet Marketing can be heard every Friday. You can access the archives of my previous shows on Spreaker.com – user name Jonathan Goodman. The podcast is also available with transcription at halyardconsulting.com and geekcast.fm one week after the episode airs. Thank you all for listening to another episode of The World of Internet Marketing. Don’t forget to pick up my book The World of Internet Marketing on Amazon, and if you like this podcast please share it with your network of friends and family. Have a great week.

 

 

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The Power of the SWOT Analysis http://halyardconsulting.com/power-swot-analysis/ http://halyardconsulting.com/power-swot-analysis/#comments Thu, 19 Jun 2014 14:30:11 +0000 http://halyardconsulting.com/?p=25098 The Power of the SWOT Analysis is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are going to talk about the power of SWOT analysis. This is something that we do here at Halyard Consulting. I’ve got a PowerPoint presentation, so we’ll step through that. Slide 1: The Power of SWOT Analysis […]

The Power of the SWOT Analysis is a post from: Halyard Consulting

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The Power of the SWOT Analysis is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are going to talk about the power of SWOT analysis. This is something that we do here at Halyard Consulting. I’ve got a PowerPoint presentation, so we’ll step through that.

Slide 1: The Power of SWOT Analysis

I’m going to talk to you about the difference between SWOT analysis. This is really a term that as someone who has gone through an MBA program, we kind of had it drilled into our head. But at Halyard, we do it a little differently maybe than you would if you were looking at financials or something like that. So we’ll walk through that presentation and give you an idea of what Halyard does for our clients in terms of the SWOT analysis.

Slide 2: What is a SWOT Analysis?

First of all, what is a SWOT analysis? Very simply, it identifies the internal and the external factors influencers. You can have internal factors to your company, which are strengths and weaknesses.Strengths are helpful and weaknesses are harmful. And they you look at external factors, which are opportunities and threats. So these are your competitors. What’s going on outside of your company or within your country or maybe legislation or maybe some type of economic crisis? Is there a new competitor online that is competing against you? What are the opportunities there to actually do well against an upcoming competitor or a current competitor? Or what are the threats? What are the internal and external forces that are going to either make you successful or fail?

Slide 3: Halyard SWOT Analysis

Halyard does it slightly differently. First of all, since we’re an Internet marketing company, we are purely online focused. We start off by providing a vocabulary list. I know it’s kind of silly for a company that’s run by an executive or maybe a small business that’s run by somebody in their 40s or 50s to be handed a vocabulary list, but there are some terms in Internet marketing that are just really difficult for people who aren’t in the business to understand. Every industry has its own unique words or acronyms, so it’s important that everybody is on the same page when we’re having this dialogue with these companies.

Slide 4: Vocabulary

I’ll give you just a for instance. Here are four just very simple vocabulary words that we’re going to be utilizing in this topic today. Canonicalization. Canonicalization sounds like something that happens at the Vatican, but it actually is when there is web content that resides on multiple URLs. So if you have an article on your website, but that article also actually resides on either a bigger or smaller or a competitor’s website, that’s a problem. And you need to tell Google which one is the authoritative link. Maybe it’s not yours. Maybe you need to tell them that it’s actually somewhere else and point them in that direction. But that’s for stuff that you write that is unique for your website, you do need to tell them, so there’s a way that you do that. Domain authority is a prediction model for how the website will perform in the search engines. We’ll get into this in the next slide.  Root domain is the whole of the domain, including all pages and subdomains. What are subdomains? They’re actually sections of websites indicated in the URL before the root domain. This doesn’t happen all the time. You can go to CNN and be at cnn.com and just walk your way through CNN. But you could also go to huffingtonpost.com and want to specifically look at, let’s say, true crimes or something like that. That will bring you to a subdomain that is truecrimes.huffingtonpost.com. The example that I used down here is video.domainname.com. So it’s very broad, very generalized. But essentially what happens is unique content is put into that subdomain specifically for indexation and a little bit of help in terms of information architecture where you understand what goes where on a website.

Slide 5: Root Domain Competitor Data

This gets us into what is a domain authority. I didn’t really want to go into domain authority previously because this really explains it very well. Here we have five websites that are in the same industry. Obviously, one of them is my client, so we’ve blanked out all the names. When we look at this, the top number, domain authority, will be an indicator to us as to who is going to do better in the search engines. So that far one on the right has a 73. What that says to me is if all five websites are competing for the same exact keyword, Google will have preferential treatment for the one on the right and will most likely rank it higher than any of the other ones. Obviously, as you go down the list. If we rank it in order so it’s right to left, 56, 52, 48, 33. Not done on purpose, but just definitely helps to explain what all of this is. We could kind of see that if they were going to try to rank for the word ‘coffee mug,’ that the one on the far right would be in the first ranking, the next one would be second ranking and then the third ranking, then the fourth ranking and finally the fifth ranking. So depending on where you are against your competitors and what they’re trying to rank for, you may be blocked out of the top three spots and you might need to work on your domain authority. There is a lot of other detailed information in this chart, and we get into it during the reporting, but at the end of the day, root domain competitor data will show us how strong your competitor websites are compared to you.

Slide 6: Alexa Ranking

We look at Alexa ranking. You know it’s funny, we use a lot of different tools and one of the things that I do in the report is to provide the Alexa ranking if they’re available. Some websites don’t have enough traffic, don’t have enough ranking, aren’t strong enough or haven’t been around long enough to actually have an Alexa ranking yet. But some of them do and some of them give you good data. So what is this vs. other data that can be gotten? So the difficulty here is that analytics is really accessible only to the company and the company who they want to allow to see that data, so we have to extrapolate against what they’re seeing in their analytics and a lot of this is extrapolated data. There’s no way around it. We don’t have access to their analytics. We don’t have to see what they’re ranking for? We kind of have to use these outside to say, okay, here’s information and we’ve kind of aggregated it over several months and we believe that this data is somewhat correct. It’s the best guess. It’s better than nothing. We put Alexa ranking in there if it is available. I believe they’re recently just been purchased by Amazon, which is interesting. But it’s a good analytics tool from the outside. And you can see down at the bottom (I’ll switch this over), they’ve got a compare area where you take this website and you can put in four more and do a comparison. You can also do this on other tools. Obviously, we have internal tools that we’re using that give us a lot more data. But we like to use Alexa ranking for just the external competitor tool. We use other stuff as well. But in terms of charts and all of that, this works well.

Slide 7: Top Pages Based on Page Authority

Here we go back to the main authority. Well, what’s page authority? Domain authority is the entire domain, but page authority is specific pages and how their strength is. What you’re trying to look for here is both internally and externally what are very popular pages with good domain page authority that have a lot of links to them. Is this an article that has been written that’s done well in the industry and a lot of people reference it and a lot of people talk and comment about it? That’s where the links come in. So again, the authority and the strength of the website is going to be a combination of all of these page authorities.

Slide 8: Top Pages Based on Social Media

Then we look at top pages based on social media. We look at Facebook, Twitter. If there’s LinkedIn available. If there’s Google Plus available. But generally Facebook and Twitter are the two social media areas that we’re able to get a lot of good data for. So we’ve able to figure out what ULR did very well and what was the title. This helps us to understand maybe where our competitors are in terms of their social media. Or we’re lacking or what has worked previously so that we can see that and understand what might work in the future.

Slide 9: Linking Domains

These are backlinks into us and the strength that they actually hold. So Blogspot. In this case, PR Newswire. There’s are a couple of law firms in there. These are all websites that have linked back to either a client or a competitor website. And we’re able to use internal tools to see this. Obviously, the more top domain authority you see, the more challenging it becomes for us to find that number level authority. Because the way that backlinks work, and this is kind of important, there’s really two sides to backlinks. There’s a backlink that has a strong domain authority and then there’s multiple backlinks that have a mild to moderate domain authority. So there’s two ways to go here. You can aim high and try to get one or two really great powerful domains. And a lot of that comes to down to press releases. A lot of that comes down to: are you well-known in the industry? Have you done any interviews? Maybe you were on CNN. Maybe the CEO of the company was on CNN. What ever it might be. If you get one of those, they’re kind of worth more than a lot of small, little ones. But it’s very difficult to get a very high-ranking website to pay attention to you, so the opposite of that is to go with a backlink campaign where we’re trying to get a lot of little, small or moderate to medium sized. Not small, but under a score of, like, 30. We don’t want anything too low.

But you’ve got a range of 100 in there, so with 1-30, they’re not really playing in the field. They don’t have many backlinks. They don’t have good domain authority themselves. So if you wind up. Let’s say for instance, you have a 35 domain authority. Well, there’s no point in you going trying to get a link from a 25-domain authority. You want to get a link from a 40 or 50 or 60. In that range. So the more of these top domains, the more powerful or the bigger domain strength you actually have. The opposite of that is to have just thousands of backlinks from medium to moderate-sized websites. Those could be directories. They could be bloggers. They could be all those different options. Then that’s the linking domain. So what we can do is we can actually look at the competitor backlinks. First, it gives us an idea as to whether or not. Maybe there’s a list that we didn’t know about. Maybe there’s a list of websites that we can approach high-ranking websites and say, ‘oh, we noticed that you mentioned this company in this article. Did you also know that we do something similar to that?’ And then get them to backlink to us as well. That might be a website that you never knew that there was a relationship between that website and your industry, so we get that from competitor data. Then from the competitor side, we’re also able to see. That determines the strength, right? So if you’re on the low end of the scale and you need to get to the middle ground, we know how far we need to push you, how many backlinks we need to get, how quickly we can ramp you up like that.

Slide 10: Rinse and Repeat

Then we rinse and we repeat. This is kind of a funny, little piece here. We analyze the top three competitors, which I’ve already mentioned. We do a summary detail, which is this is what we know about your website. First all of, you’ve completed the client survey, so we know this about your website. We know who your competitors are. We know where you’re going and where you are right now. Then we provide you with some overall observations. This is what we saw when we looked at your strengths, weaknesses, opportunities and threats. Providing you overall observations and suggestions for some project objectives.

That is the session today. I’m not going to waste a lot of time talking the SWOT analysis. It’s a good report. It’s important to, I would say, to the larger companies. To companies that are doing over $2 million a year. They’re the ones that generally ask for this report, $2 million and up. The small businesses don’t really have a need for this. And we do a very quick analysis from the survey anyway. We know basically where you are in the backlinks and where you are in social media. So that helps us out on the smaller side. So I wish everyone a happy weekend. It’s going to be nice and bright and sunny here in New Jersey. And I look forward to speaking with you all again soon. Take care.

Outro

Again, this is Jonathan Goodman and this is the World of Internet Marketing. You can follow me @HalyardConsult on Twitter. New episodes of the World of Internet Marketing can be heard every Friday. You can access the archives of my previous shows on Spreaker.com – user name Jonathan Goodman. The podcast is also available with transcription at halyardconsulting.com and geekcast.fm one week after the episode airs. Thank you all for listening to another episode of The World of Internet Marketing. Don’t forget to pick up my book The World of Internet Marketing on Amazon, and if you like this podcast please share it with your network of friends and family. Have a great week.

 

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The Importance of Client Discovery http://halyardconsulting.com/importance-client-discovery/ http://halyardconsulting.com/importance-client-discovery/#comments Thu, 12 Jun 2014 16:55:59 +0000 http://halyardconsulting.com/?p=25090 The Importance of Client Discovery is a post from: Halyard Consulting

 Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are going to talk about the importance of client discovery. As many of you know, I took a little break for two weeks. I was doing some family stuff. It’s hard to continue to do a weekly […]

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The Importance of Client Discovery is a post from: Halyard Consulting

 Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are going to talk about the importance of client discovery. As many of you know, I took a little break for two weeks. I was doing some family stuff. It’s hard to continue to do a weekly podcast when a lot of stuff is going on in your life. I’m back now with a great list of work that I want to get out there on Fridays in podcasts. I’m eager to get back in front of the camera and doing all this. So I wanted to start off easy. I don’t know if this will be a full 45-minute segment, but I wanted to highlight the importance of client discovery. And I’ve got a slide show for you. We’ll go over and take a look at that now with Screen Share.

Slide 1: Discovery: A Little Introspection Can Go a Long Way

With discovery, little introspection can go a long way. It’s a great subtitle because the reason we’re talking about this and I certainly don’t like to call out my clients, but I do have a client that I have a very good relationship with so far. They’re a fairly new client. The way that my contracts work is that we move forward in different stages and different phases. And one of the phases that they seem to have gotten stuck on is this discovery thing. Unfortunately or fortunately, depending upon how you look at it, I’m paid regardless. I have a monthly retainer, so I’m paid regardless. You have to provide me the discovery phase. It could take a week. Hopefully, it doesn’t take a month. Unfortunately, in this case, it’s taken several months. And I really just want to talk to everybody, but specifically to that client and explain to them why this is a critical document that we can’t move forward without. And what the benefits to both your company and my company are. And hopefully that will engage them enough to go ahead and finish the document so we can then move on to the next phase of this project. So let’s explain why this is so important.

 Slide 2: What Is Discovery?

Discovery is a survey presented to the client. It is – and I’ll get into this a little later – a series of questions. Not extremely difficult questions. They are broken up into segments. We’ll get into what segments we provide in that survey. And it allows us to understand the objectives of your company. You know, Halyard Consulting is very fortunate. We don’t niche ourselves into one specific industry. We work with everything. And there are some that we’ve decided not to work with anymore. But we work with e-commerce. We work with service professionals. We work with lawyers. We work with industry. All different types of industry. And so we’re coming at this with our expertise in that we understand what we do. And now we need to understand what it is that you do.

It sounds really simple. You would think that, hey, I’m a lawyer and you should know what criminal law is about. But that’s not the case. You might specifically do a certain type of criminal law. You might only do white collar law. Or you might specifically do bankruptcy law. And we need to understand that. A lot of times we find that our clients get kind of embroiled in these few questions in that there’s introspection that they need to do. So they see these questions and it’s almost as though these questions have never been posed to them before. And they need to take a look outside of the day-to-day business that they’re running and actually answer these questions. That then hopefully allows them to capsulate what it is that they really want to do and what it is that they are currently doing and what they hopefully will get out of working with us. So it definitely allows us to understand the objectives of your company. But it also educates us (Halyard) on your company’s goals. And it asks important internal questions about your company.

I’m not going to bore you with a list of questions during this podcast, but think of it almost like a dating website questionnaire for businesses. I’ve never done one of those questionaires, but my mom, who recently remarried, met her new husband on one of those sites where she had to fill out a questionnaire with a ton of questions about herself. And she had to fill out a ton of questions about who she was looking for. And it’s not until you get those questions that you actually say, hmm, I wonder actually now later in my life is it different than when I was 20. Now I’m older. Now I have different views and different values and different goals. So that’s why it’s critically important when you’re talking about a business. If I were to do it, I would give you a survey every single year because goals and objectives change. But again, something that’s very important here is that this isn’t a requirements document.

There is something called the requirements document. A requirement is that this is the project we’re going to do. We’ve been working with you for a while. This is a new project and this is what we’re going to go on and these are the goals and objectives. This is not a requirements document. We are not specifically saying to you this is the project that we’re going to be working on. This is what we want to accomplish. We’re saying, hey, this is about you. We need to understand more about you as a company. And it seems to rattle a lot of clients, both small businesses and bigger businesses. Sometimes it’s actually harder to do in the big businesses because there are so many people who have so many different thoughts as to what the company actually is and what the goals are. And if it’s not being led by the president or the CEO of the company, sometimes vice presidents have differences of opinion as to what they’re trying to do and where they’re trying to go.

Slide 3: The 4 Segments of Discover

I don’t want to bore you with a list of questions, so those are totally excluded. These are not genius questions. This is stuff that if you did a search for questions that should be asked in a discovery document, that’s pretty much what you’re going to get. But we break them down into four segments of discovery and I want to go through that with you right now.

Slide 4: Business Information

The first segment is business information. It’s the who, what, where, how and why of your business. Who are you? What’s the name of your company? I mean, it’s as simple as that. What do you do? What industry are you in? What do you produce? Or what service do you provide? Where are you located? What is the address? What is the phone? What is the fax? What is the email for the contact person? How do you describe yourself? When we’re doing a lot of work, we need to understand the marketing that you do behind your company. How do you say who you are? We could do it. We’re going to get it wrong. You understand your business, so it’s important that the description that we’re asking you for about what your business does and who your business is is accurate and it comes from you. Andy why are you in business? How long have you been in business? Where any major sales or acquisitions that we need to understand? Did the business changes over time? So that is the business information section. Again, this isn’t rocket science. This isn’t genius ware. Now let’s go to the next segment.

Slide 5: Goals & Objectives

What are the problems? What are the issues and what are the challenges? Why have you hired Halyard? Something has changed. Maybe your competitors are online and getting more value out of the Internet than you are. Maybe they’re gaining in social media. Maybe you’ve changed direction. Maybe you’re looking to get a whole new audience. Maybe something went wrong with PR and you now have a bad rap and you need to change that. What are those problems? What are the issues that are critical to running your business? Are you a logistics company? What are issues that come up with logisitics that we need to be aware of? What is the terminology? Are there acronyms? Are there things like that. And believe me, we are not even really asking what are the acronyms of your industry. We’re asking you what are your pains? Why have you hired Halyard? What is going on that you need to work with us?

Now obviously, we do marketing. We approach companies. But no one is going to hire me or Halyard because they like me. I assure you they’re not going to hire me because they like me. All you have to do is watch a couple of these videos. What are the pains? What are the challenges? Is it that you want to build up your email marketing list? Is it that you want to reach out via social media? Are you looking to do more public relations and have the opportunity to talk the New York Times and Wall Street and people like that. Or are you looking for a local market? What are those goals and objectives? We’re not asking for the project goals and objectives, but we’re actually asking for your company’s goals and objectives. Are you looking to be number one in your industry? Are you looking to specially a competitor’s client list? Stuff like that.

What we do is we ask these open-ended questions. We’re not listing those questions. Those aren’t questions that we’re providing. But we’re saying basically, hey, what are the issues? And maybe that’s where there’s this hold up. Because maybe the question is too general. Maybe when we say what problems are you having within the company that the introspection then becomes such that there’s almost a freeze because one person thinks this is the problem, one person thinks that’s the problem and that then ensures a whole conversation about how to run in the business. In the meantime, they’ve left the survey on the desk somewhere. So that’s another major segment. Goals and objectives is really critical.

Slide 6: Message & Audience

Then we have Message & Audience. So who is your target market? Who are your competitors? What is happening in your industry? And what are your social media profiles currently? So let’s dive into this. When we ask what your target market is, you should know this already. If you’re a lawyer focused on bankruptcy criminal law, that’s pretty specific. That’s a pretty specific niche. You know who your target market is. If you’re running a service business in New Jersey, you’re not really interested in what’s going on in California. Your target market is homeowners or newlyweds or whatever it might be within your localized area. Understanding a target market is sometimes the hardest problem.

I’ll use us for an example. Hey, anybody knocking on our door, we’ll take their business, sure, when I first opened up. But now it’s more like okay, so is this the right fit? Are we going to work well together? Are we going to be able to work the goals and objectives on a project basis? Is our timeline conducive to your timeline? You can have it cheap, fast. There’s some phrase. If you can only chose two of those. Cheap, fast or quality? And you can only choose two. I don’t know how that works. I’m totally messing that up. But if you’re looking for a website to launch next week with 1,000 pages and all of the membership drive and PayPal integrations and aggregations and all this stuff, we’re not that company. If you’re looking to grow your business over an extended period of time gaining valuable customers via the website, then that’s who we are. That’s the clients we want to work with.

So understanding what our target is really helps to define the conversation when we’re talking to people who don’t really fit our target market. So as a client, you have to understand what your target market is. And you have to be really specific. Are you a Texas local-based company that is national or international? Is everybody in the world going to buy from you? Are you the Kim Kardashian of sweat pants? I don’t even know if that makes sense. But in other words, you know your target market before I know your target market.

Your competitors. So what’s interesting here is that you might think that ABC company is your competitor and we want to know that. We want to see what your list is. You show us your competitor list. Then we go back and in another segment, which is swat analysis. I’ll do another presentation, podcast, specifically on swat analysis. But you might think that these four competitors are your competitors because that was the old way of running it. Maybe they were doing newspapers. Maybe they were doing door-to-door marketing, maybe door-to-door flyers. So you saw them as your competitor. But who your competitor is online could be completely different. You know, if your competitor is in Texas selling a product in the international market, you might think your competitor is located in Oklahoma online. But that competitor could actually be in China. So we need your list to understand whether you’re right or not. So that helps.

Social industry. Again, this gets back to the idea of we don’t really know who you are in the industry that you work in, so maybe you need to provide that for us. I’ll go back to the example of the lawyer. Bankruptcy, white-collar criminal law. If that’s an industry, then are there organizations within that industry? Are there conferences within that industry? Is that something that you attend? Is there a specific word or term for the work that you do? Again, when we’re having this conversation with our clients, and I know this is going to come off sounding kind of weird, but we’re the 10-year-old in the room. You need to explain everything to us. Why is the sky blue in your world? And believe me, that quality and that level and degree of analysis in the survey is instrumental in the work that we’re going to do for you going forward. And it might just seem to you like, oh, there’s this survey on my desk and it’s been sitting there for a couple of months, but it’s so critically important to the life relationship that we’re going to have as client and company.

And social media profiles. Where are you today on the Internet? Where are you in Facebook and online, Linked In, Google Plus, Twitter. This is getting more specific. This isn’t a general thing. We really need to know where is your Facebook account? How many followers do you have? How many likes do you have? How many people are actually commenting, sharing? We need all of that. And then that kind of gets us into the next segment.

Slide 7: Design & Layout

In design, because I just wasn’t sure where to put this, is the analytics. If we signed a contract with you and it has a confidentiality agreement and everything like that, we need to see your analytics. I’ve dealt with some small businesses that simply didn’t know where it was, didn’t know how to provide it to us. They threw it in the trash, deleted the account. I mean, I don’t know what to say. But if you can provide us with the analytics up front so that we understand what the expectations are. If you have 10,000 visitors per month and we take over and you revamp the website and that makes it 30,000 visitors per month, that’s awesome. But at the same time, it makes it 2,000 visitors per month, we need to know that. We can’t start at zero because we’ll think that there were always 2,000 visitors and maybe we thought there was 1,000 visitors. And now you’ve got 2,000 visitors. Woo hoo, you’ve doubled your visitors. But we need to know all of your analytics and if it’s a client relationship, that’s confidential. And we need to look at all that data. How many people are visiting your site? Where are they coming from? If you’re an international company and you’re only getting U.S. traffic, we need to know that. If you’re a US-based company and you’re getting all traffic from Italy, we need to know that as well. That’s just common sense. And when we revamp, if we have to do the install of the analytics or a re-install of the analytics, you’re going to lose all of that data if we can’t get it first.

So let’s go back into this list. It’s simple stuff. It’s like what are your favorite colors? I know that is a ridiculous question to ask a client, but believe it or not, I’ve had the experience where I’ve done a website and followed the survey, and it was marked as our logo/company colors are blue and green and white. Those are colors we want you to use when designing and we built the entire site and approved the design. And then, no offense to anybody who is married, but your wife takes a look at it and she goes “I thought it was going to be purple and yellow.” Well, okay, we take out the survey and we take out the examples that we provided to you and the signoff and everything where you said you wanted it blue, green and white. And here’s why you wanted it blue, green and white. We’re not going to make it yellow and purple now. That’s just common sense.

Again, when you’re talking about favorites, yeah, sure, it gets complicated because who’s favorites are we really talking about? Are we talking about the vice president’s, the marketing director’s favorites and are we talking about the CEO’s favorites. So yeah, the survey does have to go up the line of command or you have to take responsibility for the fact that you wanted it one color and your CEO really wanted it a different color. But of course in the design process, there are stop holds, so we do a design, we present it to you, hopefully you show it to everybody who is required to see it. We have a contract where your name is on it and you specified you as the person who is the major contact. If it then goes up the chain of command and we’re about to launch and somebody says I didn’t want that color, that’s where overage fees come. So that’s a really tricky thing and we dot every ‘i’ and cross every ‘t’ to make sure that we’re going to do this and use the right colors. You chose the favorite colors and you liked the design, and now somebody in the third hour and isn’t going to come in and say oh, I want to totally redesign it. So we’re trying to save you from a lot of issues internally. It’s better to deal with them now in the survey and then in the design that it is to go forward and all of a sudden when you launch, the CEO finally takes a look at it and says this isn’t want I wanted.

Key elements. Again, this kind of goes back to objectives. What are you trying to do? Do you want, and this kind of plays into visitor action too. So the key elements news, maybe a stock ticker if you’re a financial company, maybe images if you’re photovisual. All this different type of stuff is critical to putting a layout together. If you’re a carpenter and you’re building out bookshelves and roofs and things like that and you want those up on the home page, then we need to know that before we start doing the design. Because that’s a major design element that’s going to be incorporated into the design. That’s a key element, right? If you are looking for email signoffs, if your visitor action is to call your company or to download a brochure or fill out a form or go subscribe to a newsletter, this is all critical information that we need to know. Now of course, that does lends itself into a requirements document. And so I don’t want to get into too much detail. I don’t want to list those questions, but they are simpler than those specific requirement questions. When we get down into it and we start really designing and laying out, depending on the size of the project and how many people are involved, yeah, it becomes like a requirement document where we take information that we did from the survey and say, okay, well based upon your answers, we’re going to put in a slider of images. Or we’re going to do this or that. It just helps to move things forward quicker.

Slide 8: Don’t Overwhelm

We really, really try not to overwhelm. If any competitors are watching this or any startups or just designers or developers, don’t overwhelm. You know, we’re asking 25 succinct questions. I’ve seen surveys that have gone to 50 questions, 100 questions. Yeah, that really gets very, very complicated very, very quickly. 25 is very difficult. So I can only imagine. Maybe for the Fortune 500 companies. We don’t tend to work with them. We work with the small businesses, small-to-medium sized businesses, but if we could ask less than 25 questions, we would like to. It would make our life easier. We know it would make our client’s life easier. And that would be a great thing. So that’s my presentation on this subject.

Slide 9: Contact Us

Again, here’s our contact information. Thank you for listening to the World of Internet Marketing. We have a couple of really exciting podcasts coming up. I’m slowing down in terms of family issues going on and all that. So we’re going to really provide you some quality content over the next couple of weeks and months. We’ve got a lot of great stuff lined up. And I hope to see you soon.

Outro

Again, this is Jonathan Goodman and this is the World of Internet Marketing. You can follow me @HalyardConsult on Twitter. New episodes of the World of Internet Marketing can be heard every Friday. You can access the archives of my previous shows on Spreaker.com – user name Jonathan Goodman. The podcast is also available with transcription at halyardconsulting.com and geekcast.fm one week after the episode airs. Thank you all for listening to another episode of The World of Internet Marketing. Don’t forget to pick up my book The World of Internet Marketing on Amazon, and if you like this podcast please share it with your network of friends and family. Have a great week.

 

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How Cloud Computing Can Save Your Company Money http://halyardconsulting.com/cloud-computing-can-save-company-money/ http://halyardconsulting.com/cloud-computing-can-save-company-money/#comments Tue, 20 May 2014 18:29:19 +0000 http://halyardconsulting.com/?p=25085 How Cloud Computing Can Save Your Company Money is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are going to talk about cloud computing. My guest is Nigel Hickey. He’s a very good friend of mine who I’ve known for many years. We worked together at Suburban Propane, where he was a little peon […]

How Cloud Computing Can Save Your Company Money is a post from: Halyard Consulting

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How Cloud Computing Can Save Your Company Money is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are going to talk about cloud computing. My guest is Nigel Hickey. He’s a very good friend of mine who I’ve known for many years. We worked together at Suburban Propane, where he was a little peon in the help desk, and he has grown at his career to be a VMWare specialist. He’s a certified specialist. And we’re going to talk a little bit about VMWare and its competitors in Citrix and Microsoft and Amazon, what everybody is doing in cloud computing. And we’re going to talk with him about software as a service and all of that great stuff. Let’s get into this.

How Cloud Computing Can Save You Money: Conversation with Nigel Hickey

Jonathan: Hi Nigel. How are you doing?

Nigel: Hi Jonathan. Thanks for having me.

Jonathan: Great. So tell me, if I was a small business, what is cloud computing? Cloud computing means so many different things to so many people. Some people have their music up in the cloud. Some people have photographs up in the cloud. But to a small business, what does cloud computing mean to me?

Nigel: Cloud computing is such a crazy marketing word, that I think it scares a lot of people, basically. They think where’s the cloud? Do I need to go buy the cloud? Do I install the cloud? So it’s very confusing. It’s a marketing term and instead of saying ‘we’re saving your stuff on a server that’s not on-site.’ So cloud computing for a small company can be a lot of things, like you mentioned. We use Goggle Drive, Goggle Docs. All of those are cloud computing. All of us probably use Dropbox or Box.com or anything like that that’s for storage, family photos or even some business files. We do use it a lot for some people to drive applications. So from a small business perspective, I think cloud computing means to them another place to put their data. Maybe they’re small enough that they don’t really have an infrastructure of servers and networks and they just have a couple few Cs. But they’re growing and they need some more space and they need to move on to something that’s valuable and flexible for their business.

Jonathan: Okay, many of us growing up in the industry with software and laptops and desktops, we’ve all had the horrible experience of losing a ton of data on your hard drive. Is this essentially a way of resolving this?

Nigel: Essentially yes. [garbled]

Jonathan: Nigel, I’m just going to stop you for a second because we’re getting a lot of feedback on your end.

Nigel: Alright. So I’m using an internal mick here so I’m not sure if that’s the issue. Because it’s on the Mac.

Jonathan: So maybe if you lower that. There we go. You sound a lot better already.

Nigel: Is that better?

Jonathan: Yes. Definitely.

Nigel: I’m going to change the setting here real quick. When you’re able to go live is when you have some technical difficulties, right?

Jonathan: Especially with IT, right. At least you know what you’re doing on your end to try to fix this.

Nigel: One second. Let me change this here. Let me see if this works here. Tell me if that sounds better for the volume here, for output.

Jonathan: It’s a little dense. But let’s try to go with it for now.

Nigel: How do I sound right now?

Jonathan: Much better.

Nigel: Okay. There we go. I think we’re in business now. We’ll call that corrected by IT.

Jonathan: Good job IT.

Nigel: Okay, so your question again?

Jonathan: I was referring to a time when people worked on their laptops and they saved stuff to their hard drive and then something would disappear. Or their hard drive would crash. And they wouldn’t have that data anymore. Is cloud computing essentially a way to alleviate that concern?

Nigel: Sure. I believe so. I think with cloud computing, you’re storing it on a service, so they’re holding up a service level, agreeing to say they’re going to have enough time, of 99.9%, they’re backing up their data for you. You know, they may be storing it not just on one physical server that you may have done in the past or one physical laptop. They have it spread across multiple infrastructures, maybe East Coast, West Coast, South. Sort of like Amazon when you’re saving stuff on those Amazon sites. They do have a popularity so big that they have to be worldwide. So it is a good place to say this is better for me, this is safer. I can move my laptop and not lose my data.

Jonathan: And a lot of people, at least I’m under the assumption, that the reason why we call it cloud computing instead of hey some company that’s going to hold my data on one particular server, is that there’s redundancy. And that a file that I own is actually replicated amongst multiple servers and then put back together. The bits and bytes are put back together when I request that file. Is that right?

Nigel: That’s partially true. Because you’re accessing it via Web, you’re accessing it from wherever you’re close to. So if you’re accessing it from one location in New York, the new server may be down. So it is replicated to another East Coast or Florida, Carolina or maybe a Midwest or Chicago. So you have a copy of all your data in those places which, one, allows you to access it if the server provider is down. We’ve all seen Amazon go out of service a couple of times, maybe about two or three years ago. It was quite scary. But those are the things that are put into the resiliency to be able to have those up times. And also to be able to provide that to any device. So a laptop, a telephone, a tablet. And to be able to access your data from any agnostic device.

Jonathan: So if I’m a small business, I’m so old that I remember tape drives. It being stored on tape drives and switching that out every day. That was backed up every week. And that went to a vault somewhere in a mountain. So the way that I have my system set up, I have Google Drive so all of my applications are running on Chrome. All of my data is on Goggle Drive. I backed my Google Drive up using Backoff and I also back it up to Dropbox. So I’m probably 200% secure that my data is at least going to be somewhere at some point.

Nigel: Well, that’s because you have an IT background and you’re an overachieving and you’re worried about your own stuff. Because you do want to save your own family pictures and your own businesses.

Jonathan: Surprisingly, I actually haven’t yet put any of my personal data up there. It’s all corporate data.

Nigel: Isn’t that funny? And then you’re realize I don’t have those pictures of the dog. I don’t have those pictures of my grandma.

Jonathan: Right. They were on the hard drive that died. Exactly.

Nigel: Exactly.

Jonathan: So you specifically, in your career, you were in IT, you were in help desk. And at some point, you kind of heard about VMWare and jumped on board. Tell me that story.

Nigel: So I started to get a little tiny taste of virtualization at Suburban Propane, where you and I first met. Our department was not involved with it, but our networking team was just experimenting back then. I didn’t even know about it.

Jonathan: I think we used to call those thin clients. Is that what we were trying to do?

Nigel: Yeah, the term is thin clients. And that’s heavily used today again. So we’re kind of going a little bit back in time. Kind of back to mainframe. Everything is back in the data center and the client side is very thin or dumb terminal, where there is no operating system on it. So, yeah, that’s where I really started, in Suburban. And the career move with Intel and Pfizer. Both those companies used that technology. But I was still kind of far out from there. I was more on the active directory and networking side. So when I moved across country, I came to a company called Prune Cash. A small banking company doing prepaid debit cards. And they were looking into it heavily. So I started to play around with it more there. And I had some freedom, so I was able to try it out and kind of get familiar. But I never really got hard core into it. That was before I moved to Texas and the position I’m at now. I saw a need for it at the company that I started with. And I took it and believed in it and I ran with it. So from there, I would say in the last three or four years, I’ve been heavily involved in it, eating, sleeping and dreaming about it. So yeah.

Jonathan: I know that you went through a series of tests and training and stuff like that. Tell me exactly. You’re certified, but there are different levels of certification. How does that work?

Nigel: Right now I have a couple of VMWare certifications. I have three associate levels. I’m VCA, which is VMWare Certified Associate in Cloud Computing. I’m also VMWare Certified Associate in Mobile for Workforce Mobility and Data Center Virtualization. Those are the associate levels more reserved for the salespeople that are trying to sell you the product and at least understand those concepts. But for me it was more like, ‘let’s just get a little bit more knowledge on those criterias and those technologies and be able to explain them a little bit better than just tweaking around on the weekend and see if I could figure it out.’ And the big one that I have is VMWare [garbled]

Jonathan: We’re losing you.

Nigel: [garbled]

Jonathan: But in fact, you are very hands-on on that Tubash Mac. Because why pay double for something that you can buy cheaper and better from another company just because it looks nice.

Nigel: Tell me if I sound better.

Jonathan: You sound fine. It just sounds like every once in a while, there’s static electricity running through the microphone.

Nigel: Okay. I’m going to blame Rosetta Stone. Since I’ve been practicing my Rosetta Stone, I have extra microphones around.

Jonathan: Well, next time I’m in Texas, you can order me a margarita in Spanish.

Nigel: That’s good.

Jonathan: So getting back to this, I think you’re under speaking about your certifications. You’re making it sound like the certifications are for salespeople, but in fact you are very hands-on in VMWare. Is that right?

Nigel: Well, where I was going was I wanted to build on that where I have the basics, but I also have the big one, which is the VMWare Certified Data Center Virtualization Expert. So basically that means I know about the data center virtualization aspects. I went through the training. I went through the horrible tests that made me crazy, which is just basically a Level 1. So there’s, like the path to that would be VCP, which is VMWare Certified Professional for Data Center. Then you move on to VCAP, which is VMWare Certified Advance Professional, where you’re showing more hands-on. So the test is not a brain dump for Microsoft where you can go learn it on the web. You actually have to use a Visio type program and move around the screen, configure some servers, drag and drop some points, correct the things that are wrong in the test. So it’s a little more hands-on to prove that you know what you’re talking about. VMWare prides itself on the test. There’s not many websites that talk about the test or brain dump the test. If you brain dump the test, it’s worthless. So it’s not worth going that way. People used to do that with Microsoft and say ‘Hey, I’m a certified engineer,’ and they just came from a butcher shop and they don’t know anything. They’re just certified.

Jonathan: Right. Right. Yeah, redundancy. With the Microsoft tests and everything like that, all you need is a book. Like the SATs if you study. Whereas you know what the questions are going to be. Whereas the VMWare is really very hands-on. They want to see what you actually know. That adds a different level to the certification. And am I right in thinking the VMWare, you being certified means somebody could actually hire you in Hawaii or in New Hampshire and say ‘Hey, we want to set all this up.’ Could you do all this remotely?

Nigel: Yeah, that’s a possibility. Definitely. I would love to go to Hawaii if anybody is out there looking for help in Hawaii. But yeah, basically it proves that I know what I’m talking about. I know what I’m doing at the data center level. And right now, I’m currently working on the desktop level. So I’m working to pass that exam, which is the virtualization of desktops, or VDI. Virtual Desktop Infrastructure that people talk about. Amazon is into that now. Google has partnered with VMWare just recently. And their Horizon product that VMWare has, which is their Horizon Desktop applications and desktop virtualization. The Chromebooks are going to be shipping with the VMWare already loaded on them. So essentially you buy a $250 Chromebook, have the VM application installed on it and you can connect to any VMWare session. So picture my employees in the sales department. Right now, they’re using $1,000 laptops. I’m paying for Microsoft Office on the laptop. I’m paying for the Windows license on the laptop. I’m paying for whatever else on the laptop for licensing purposes. And then, they’re connecting to my virtual desktop, which again is a Microsoft desktop. So I’m paying for a license on Microsoft. I’m paying for the Office on there. I’m paying for a VDI connection that Microsoft bamboozled the industry into paying for. So essentially you give them a Chromebook, right? They can get to Goggle Chrome, they can get to the Web, they can get do all that. They double-click on their icon for VMWare and they connect to my environment. So you have a cheap end point that’s pretty secure with no anti-virus needed because you’re running a Goggle Chrome operating system. It’s very lean and super small footprint and inexpensive for small and large companies.

Jonathan: Okay, let’s back up for a second. I just want to correct one thing that you said. You said ‘my VMWare.’ When you’re really saying ‘my VMWare,’ you’re talking about salespeople out in the field who have these Chromebooks can VMWare into their corporate data.

Nigel: That’s correct. There’s two avenues on the connection.

Jonathan: Let me just back up. Just for our audience here who really might not be as technically savvy as you and I are, I just want everyone to understand that when we’re talking about the VMWare button on the Chrome laptop, that would go into their corporate offices.

Nigel: Either/or Jonathan. So say Halyard Consulting has 50 employees and your employees are using Chromebooks, they’re connecting to either your VMWare environment that’s hosted in your building or hosted with a company like Vax Space or VMWare. VMWare now has a service called Hybrid Cloud where you can buy a piece of the cloud or a piece of that environment and say ‘I need 50 desktops.’ So you pay that monthly fee. You can get a startup for I think $35 for your pool of desktops to get started. And you jump in there and say, ‘Provision me 50 desktops.’ Okay 50 employees, here’s your 50 Chromebooks. Go to work. And they’re all connecting to a choice. Jonathan’s IT department, which you don’t want to handle, right? You’re a small business. You don’t have IT.

Jonathan: Right.

Nigel: So you outsource your IT by buying this cloud service from VMWare and connecting to VMWare’s virtual desktops, not the ones that your internal IT department has bought. So in my situation right now, I’m the other avenue. I’ve built VMWare for my company. So my employees are connecting to my environment. But if I want to save my company money, I can get rid of all that infrastructure that I’ve built and I can move to a cloud service. I don’t have to support the server. I just have to help the end user get connected to that service and keep paying my bills to make sure the desktops stay online.

Jonathan: That’s remarkable. That is incredible. Wow. Fix your audio again. We’ll struggle through this. Luckily for everybody who is listening, Nigel and I plan to do a couple of these really going in depth into cloud computing and VMWare. Hopefully, this is Nigel’s first time on a Goggle Hangout chat like this. Hopefully, for this, throw the MacBook into the air and shoot it with rifle. And go buy himself a real computer, maybe even a Chrome laptop, which would only cost him $200 and has great audio.

Nigel: Or a better microphone.

Jonathan: I kind of asked the question and I know we haven’t even scratched the surface on what we wanted to talk about, but again the remote accessibility of you being the IT guy for a company. You’re located in Texas. Do you physically need to come to New Jersey to help somebody build out their VMWare?

Nigel: Not necessarily. Not necessarily. It all depends on where they want that infrastructure to live. Do they want all of it 100% in a cloud environment from VMWare? Then no, I could stay at home in flip flops and shorts and sunglasses and we can get this set up. There’s obviously a good point to be in front of the customer, right? But there’s probably no real need unless there’s going to be infrastructure on-site at that firm. Rolling out the desktop is a situation where you might want to have people out there to help out with that. But you’re minimizing your IT. You’re bringing your IT back to one person. You’re cutting the costs. Our company is three people in our IT department. And my VMWare infrastructure and what I do, without it I could easily have three of me.

Jonathan: And you’re supporting how many employees?

Nigel: We have 98 employees.

Jonathan: Okay. So it’s three of 98. Or you subtract the three from the 98 and you’ve got 95. That’s really incredible. And speaking about this new VMWare desktop provision racks space kind of thing, you could almost go down to one.

Nigel: Easily. And that works for the small business because they can, one, outsource easily to a consultant that they care about. Or if they have one guy that’s just doing desktops and fixing iPhones all day for them, he can easily adapt or learn that service and set it up just as easy as you and I can sign up to AWS and make a server

Jonathan: It sounds like VMWare is just light years ahead of like where Amazon is or where Citrix is. Is that right? Or are they like neck-and-neck at this point?

Nigel: Of course, I’m a little biased in the VMWare stuff, but I watch both sides of the world, or all three or four sides with Amazon, Google and so forth.

Jonathan: Let me ask you. So is it Citrix, Microsoft, Amazon, Goggle? And obviously VMWare. Are those the five players right now?

Nigel: I think the big players are VMWare, Citrix, Amazon for desktop computing. For virtual desktops. And then for your server side, you will always have Amazon. Google is out there for all the cool applications they can provide and the virtual storage with their Goggle Drive. So they all kind of partner together. And it’s really nice to see Goggle work with VMWare and not butt heads with it. Because it makes it confusing, even for guys like me that understand it. I don’t know what technology sometimes I should be paying attention to. So sometimes it’s a little confusing. I want to keep going the VMWare path, but I also want to be educated to all the other services. And nowadays, it seems like there’s so many that you need to stay home and read books all the time to figure it out. It’s kind of tough.

Jonathan: Right. And there’s nothing more frustrating than spending a year educating yourself on an application or a network or system of code that then just isn’t adapted.

Nigel: Right. Either it’s not flexible or it gets bought out and changed and you really do want to follow the big leaders. And I think Microsoft is not far behind. But they are definitely not in first place.

Jonathan: Wow. That’s remarkable. Tell me, VMWare Horizon 6 was just unveiled. Is that….now you were saying that Goggle Chrome was going to run VMWare?

Nigel: The VMWare Horizon. VMWare went through some rebranding and some renaming of their software, so the VMWare desktops as a service is basically the Horizon Suite. So VMWare came out with their product called VMWare View for desktops. And that was converted to VMWare Horizon View. And then just recently renamed to Horizon Suite. So Horizon that was just unveiled, version 6, is the product that you would be able to connect to on that hybrid service if you were buying the Chromebook and connecting to that service. So you’re going to get all the features of that robust system that just came out on those desktop-as-a-service type companies or offerings.

Jonathan: Wow. It’s really making it hard for anyone who’s thinking of buying $1,000 to not look at Chromebox and Chromebook as an alternative. Because you can run these things so thin that you don’t….Dell must just be shaking in their boots.

Nigel: Well, I wonder about that. Because I’m considering it. We’re a small business of 100 people. And half of our workforce can work mobile right now because of VMWare. And the next guy sees that and he says, ‘Hey, why don’t I do that? I could be in Indianapolis and making a sale, and I don’t have to look at my email on my phone or try to bring up a sales order on my phone or my tablet. I can actually have a full-blown desktop screen that you could plug into a bigger monitor or just have a great experience and not have to worry that you can’t do your job while you’re floating around the world continuing your life and the weekends.’ People constantly want to work on the weekends at my company and it seems to be growing all the time. It’s incredible.

Jonathan: Is that a positive thing that they want to do?

Nigel: I think it’s positive. I think it’s positive. With a lot of people we have in sales for our company, it’s important that they’re working those times. And we do serve Asia. So we have a couple of people in international that like to work late at night to help out people in Singapore and so forth.

Jonathan: Now I was doing a little bit of research. Even with this Goggle Hangouts, we put in keywords and we see what terms come up. I’m just going to throw a couple of these out there and see if you can address them.

Nigel: Okay.

Jonathan: I typed in VMWare and obviously VMWare came up, and four other keywords came up. Thin App. Work Station. VMWare Fusion. And VMWare Player. What do those things mean?

Nigel: Okay. [garbled]

Jonathan: Maybe you have a different microphone. It’s not working. I don’t want to keep everybody around. So I think we’re going to have to end it there. Everybody I really appreciate you sticking with us despite the difficulty. And we will do this again. We will cover more information. I did just want to mention that Nigel is going to be, well, so VMWorld conference is taking place pretty soon. And for anyone who is going to VMWorld, I guess the way they do it there is they’re going to have a competition to vote on presentations.

Nigel: Hello. Hello.

Jonathan: Oh, you’re back.

Nigel: I was nervous you were going to hang up on me and I went to Goggle Hangouts and figured it out.

Jonathan: So are we blaming Google for the problem?

Nigel: Google Hangouts had my default microphone as a different microphone and the Mac had a different microphone as my default. So now we’re all synced up I think.

Jonathan: I get it. So blame the back. So Nigel, we were running quickly through those keywords. Did any of those seem to make sense to you? Or did they mean something to you?

Nigel: Yes. I know what all of those programs are. And they are Thin App. So Thin App is a small program that works with the virtualization technology that I use now, which is our desktops. So basically, Thin App can take an application and turn it thin, basically. So what that means is you have an application that only works on Windows XP. But Windows XP is no longer supported and you have to go to Windows 7 or Windows 8 and now you can’t run that application. So you run your Thin App and you install the application. And it encapsulates the application with the Windows registry around it. So if you imagine like a pill. So the pill capsule opens up, you put your application inside the pill and close it. And the outside of that is the registry. The Windows XP. The cool things that make it work in Windows XP. And then it delivers it as an executable. And you can place it on someone’s desktop on Windows 7 and run it. And the application thinks that it’s running inside of Windows XP, even though the user experiences that I’m on Windows 7 or 8 and I just double-click on the icon. So we use that in our environment for one reason only and that is our desktops are very, very lean. So they don’t have many applications on them, which makes them high performance desktops. We Thin App Google Chrome. We Thin App Firefox. We Thin App TeamViewer. We ThinApp FoxIt for PDFs and Adobe PDF Reader. What that does is that allows me not to load and make the machine very fat and heavy. And the applications run off of a server that’s just a file share. It’s kind of technical, but basically the user clicks on it, they see the application open. But in my mind, it’s going across the network, grabbing the application and running it. And I can deliver the application by clicking a button to the user’s desktop.

Jonathan: Okay. That is complicated. Because in the beginning of what you were saying, it almost sounded like this was a solution to run any legacy software ever.

Nigel: It is.

Jonathan: So it’s really two things.

Nigel: It is.

Jonathan: So I can essentially run any legacy software where the operating system is no longer available.

Nigel: Doom

Jonathan: Oh, play Doom, okay.

Nigel: Yeah, you can spin out things from Windows 98 that only worked on Windows 98. And then you can deliver to Windows 7 and have a good time.

Jonathan: Or B, I can actually run the applications that I run universally across my business network in a Thin App. So that it’s almost like an imbed code or an emulation code where I’m looking at a program that’s actually running on the server.

Nigel: Correct.

Jonathan: So it’s not loading all…well, that’s remarkable. Again, this changes everything because I am in the process of moving away from an IBM/Dell desktop that’s taking up room on my desk. And I’m going to a Chromebox. One of the reasons I haven’t done that yet is because I haven’t….I’m 99% there. There’s just two or three applications that I cannot find a compatible plug-in in Chrome that does what I need it to do. You’re essentially saying that I could wrap those apps that I’m currently using, software that I’m currently using…

Nigel: Not for your situation. I know where you’re going with this, but not for your situation. This is not going to work. You cannot Thin App an application to work on a Linux or a Chrome type application server or a Chromebook OS. This is for Windows. [crosstalk] So this is for legacy Windows applications to run on newer Windows applications. What this does is it allows the small businesses that can’t afford or have issues moving to Windows 7 or Windows 8 because they’re stuck in an application that’s holding them back.

Jonathan: Yes.

Nigel: It allows you to Thin App that application and get them onto
Windows 7 or Windows 8 so they can move into the next century.

Jonathan: Gotcha. Okay, I understand completely.

Nigel: I see where you’re going, but that is not very far-fetched in my mind. I think they’re going to tackle that next.

Jonathan: That’s brilliant. That would be brilliant.

Nigel: The other applications real quick. Work Station is another application that you use in Windows and Linux and that lets you build a virtual environment within your machine. So if I have a Windows machine and I load Work Station, then I can virtualize a couple of machines and I can have a server built into my laptop. And I just open up Work Station for my little environment. So that’s nerdy there.

Jonathan: Yeah.

Nigel:Fusion is the same, but Fusion is the Mac version and I use Fusion on my Mac. So on my Mac, I have Fusion and in there, I have Windows 7. So I can boot up Fusion and use Windows 7 all day long and I do that 24/7 at my job. So I have a 27-inch iMac that I’m using 30% of the Mac side of it. And I’m using Fusion to run Windows 7, Windows XP and Pandora.

Jonathan: Pandora?

Nigel: Yeah, I threw some Linux in there too to play around with.

Jonathan: And to go full circle, VMWare Player?

Nigel: Player is a smaller version of WorkStation. In the beginning of getting people off of Windows XP…..we have an application that only runs on XP at our job. So they have Windows7 on their desktop. You install Player and then if I stuff a virtual machine inside a Player. They click on Player and it basically plays the virtual machine and plays the file they open up. And it looks like they have a small Windows XP screen floating just like Word or Excel floating on your desktop. So that’s what Player is. Another company that does that is Oracle. Oracle does Virtualbox. That’s the same as Player and a very good application.

Jonathan: Well going forward….

Nigel: We can always go into those later.

Jonathan: Yeah, when we do our next session and we kind of play this out. Because the idea is to do a couple of these sessions, pull the data together, and then possibly build a book around it within the series.

Nigel: With better audio.

Jonathan: With better audio. We will have to make this more entertaining. Maybe I’ll juggle while we talk about these concepts that are very important for the small business to understand. But the CEO watching this video isn’t going to want to listen to a bunch of tech jargon.

Nigel: Understood. So those things are very good applications, but at a different level of expertise. Going back to being confusing, there’s so many things that do the same thing that it’s kind of hard to say what fits my business. There’s many options for big and small at that point really.

Jonathan: Now let’s tackle VMWorld. I was trying to do that while you were adjusting your microphone. First of all, when is it and where is it?

Nigel: VMWorld is August 23th,24th all the way through the 28th. That’s in San Francisco at the Moscone Center. This year will be my first in attendance. I just got approved the other day, so I’ve purchased my tickets and I’m ready to go. I also have been asked to be a co-presenter with another firm that I work with. We own their software. I use their software within our virtual environment. That company is called Infinio and they help us accelerate our storage so our users have a better experience on their desktops. You always need some acceleration to make things faster when you can. And it’s cheap on a budget. Very good. We try to run very lean at our company, so it was a good choice for us to work with them. We’re going to go over how we set that up in one of the sessions. But in order to get the session, you may know this, sometimes they have to be voted in. So we have to get the most votes and not get voted off the island and get voted in the island. And then you might get a chance to speak in front of a couple thousand people.

Jonathan: Yeah. I am not a fan of voting for conference sessions. It tends to end up to be biased, people who are either very well known in the industry or people who have a ton of friends that happen to be attending the conference.

Nigel: That’s exactly how I feel right now. So I’ve said very little on Twitter about it. I’ve sent maybe one or two tweets, and I’ve left it alone because I don’t want to be that guy who said, ‘Oh, I told everybody. And nobody knows who I am, so why should they listen?’

Jonathan: Right. I guess it would be worse if you blasted it out and then wound up still with one vote. Well, clearly you are very educated in VMWare and it would certainly…I’ve been on the conference circuit for years. Not about VMWare, but about Internet Marketing. It’s really exciting. You meet incredible people, both other speakers and…It’s just a different experience. I would never go to an Internet Marketing conference anymore where I’m just an attendee. You just get so much out of being a speaker for the limited amount that you speak, 40 minutes or whatever it might be, and all the work that you put into it. It just pays you back tenfold in who you meet, who you get to talk to, different experiences that people have with, in your case, software or something like that. If you can get up and speak, and listen there are a lot of people who cannot get up and speak, then you should definitely try to get in there.

Nigel: I should be okay. Even thinking about it sometimes makes my stomach turn into a knot.

Jonathan: And you’re months away from doing it.

Nigel: Exactly. I’m months away.

Jonathan: You haven’t even gotten the votes yet, right?

Nigel: No, no.

Jonathan: It’s like American Idol.

Nigel: I’m sweating already.

Jonathan: Exactly. Well, that I might even pay entrance just to watch. Well, great. It’s always such a pleasure to talk to you, Nigel.

Nigel: You too.

Jonathan: We have such a great friendship. It’s very off-the-cuff kinds of things. And it’s always nice to talk to you about real technology.

Nigel: And you the same. I’ve learned a lot to be honest with you with my own experiences on the Web. And I hope my blog lives up to some of your SEOs in awesomeness. So it’s nice to be able to share those experiences because I don’t expect you to be as technical as me. And I sure as heck don’t know everything that’s going to make me stand out on the Web, but one of these days I’m going to learn.

Jonathan: Right. What is your blog name?

Nigel: I’m going to keep it simple. My blog is NigelHickey.com.

Jonathan: So you’ve been building that out around VMWare.

Nigel: Yes. I kept it as mostly virtualization. Sometimes I’ll talk a little bit about issues that I’ve had. Not life issues, like oh gosh, I wish I didn’t have to put tires on the car. I’ve had some issues with Linux. I’m using AWS to host my blog. So I’ve built my own server at AWS and I manage that Linux server and my blog through WordPress. And I’ve had some issues with Linux and learning that. So I’ve posted a couple of cool things about that too.

Jonathan: That’s awesome. That’s great. I run AWS obviously. I’m not as technically savvy as you are so I hired somebody to do the whole thing.

Nigel: I may do that next year because it’s a pain in the butt.

Jonathan: No, he’s brilliant. He’s a Godsend. If he comes back and says to me it’s going to cost x amount of dollars, I’m just throwing the money because I’m like ‘you know what you’re doing’ because he’s brilliant. Okay, so to all of you who have made it to this point in the episode.

Nigel: Thanks for hanging in there with my technical difficulties. Thank you. Thank you.

Jonathan: I think we’ve gotten them resolved now for the next show we do with Nigel. And I do want to hear from all of you. I want to know if this is a topic that you’re really interested in. Is there an aspect of VMWare or an aspect of cloud computing that you would like us to talk about? We can certainly put something like that together. Please comment on YouTube, on GooglePlus, on Spreaker. We’re everywhere. And the numbers are always growing. I always say thank you for that. Go and vote for Nigel. If you’re going to VMWorld, please…Nigel, where can they go and vote?

Nigel: The voting is pretty easy. If you go over to VMWorld.com, there’s a link on the top of the page where it says ‘Call for Papers, Vote Here.’ So you can click right on there and vote. The name of my session is “2354 NSA Puts the Pedal to the Medal for VDI Performance.”

Jonathan: Is that number a year date, like a start date?

Nigel: No that’s their target number. I’m number 2,354 that submitted, so good luck getting a speaking position.

Jonathan: Wow. Wow.

Nigel: And not the NSA that’s listening to your text messages or phone calls. National Specialty Alliance is a company I work for. We like to call ourselves NSA because it’s kind of cool.

Jonathan: It’s not kind of cool at all anymore. I think maybe years ago it was kind of cool. Now everyone is, what is NSA? Who are you?

Nigel: I hand out pens with NSA on them and people look at me weird.

Jonathan: Okay. Well, definitely that’s great. Please go and vote for him. You have to attend VMWorld in order for you to be able to vote?

Nigel: Actually, you just have to sign up for a VMWold.com account. You don’t have to show up to vote. So you make an account, vote for Nigel because you think he’s cool, and we’ll see if people show up to see me sweat bullets.

Jonathan: So for $10 I can hire an entire town in India and just get you votes. That was a joke VMWorld. I’m certainly not going to do that. Nigel, thank you so much. Thank you so much everyone for listening. Have a great week.

Nigel: Thank you Jonathan. Have a good night.

Outro

Again, this is Jonathan Goodman and this is the World of Internet Marketing. You can follow me @HalyardConsult on Twitter. New episodes of the World of Internet Marketing can be heard every Friday. You can access the archives of my previous shows on Spreaker.com – user name Jonathan Goodman. The podcast is also available with transcription at halyardconsulting.com and geekcast.fm one week after the episode airs. Thank you all for listening to another episode of The World of Internet Marketing. Don’t forget to pick up my book The World of Internet Marketing on Amazon, and if you like this podcast please share it with your network of friends and family. Have a great week.

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How Facebook Really Works http://halyardconsulting.com/facebook-really-works/ http://halyardconsulting.com/facebook-really-works/#comments Thu, 15 May 2014 18:17:08 +0000 http://halyardconsulting.com/?p=25070 How Facebook Really Works is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are talking to Drake Grey of Cyan Social and we’re going to talk about how Facebook really works. Drake just did a presentation at the 16th Digital Dealer Conference & Exposition here in Atlantic City. We are […]

How Facebook Really Works is a post from: Halyard Consulting

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How Facebook Really Works is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are talking to Drake Grey of Cyan Social and we’re going to talk about how Facebook really works. Drake just did a presentation at the 16th Digital Dealer Conference & Exposition here in Atlantic City. We are hanging out in his amazing suite at Harrah’s Casino. We’re going to talk to him for a couple of minutes and he’s going to reflect on what he spoke about at his seminar and I’m going to ask him a couple of questions.

How Facebook Really Works: A Conversation with Drake Grey

Jonathan: Let me start off by asking: Why is Facebook so important today?

Drake: Let’s start with the simple fact that traditional advertising means are failing. If you’d advertised with a newspaper in the past and of course with radio, you have people moving to Spotify. You have people moving to Pandora. And people with auxiliary cables for their cars are choosing their own music these days and they’re not listening to your ads. Of course, we have television, which is not trackable. Even though you have people selling television ads, but you don’t know how many people actually came to the dealership because of it. And then finally, we have mailers, which are extremely spammy and quite frankly, most people throw them away without even looking at them. So why is Facebook so important? You’ve got 1.5 billion on there. The average readers spends over an hour on Facebook a day, going to Facebook between 16 and 26 a day. They check their phone first in the morning and the last thing before bed at night. And you have all these advertisements placed right in the middle of it all. On top that, it can be targeted. It can be cheaper. And it’s more effective in general than any other advertising medium out there.

Jonathan: You particularly work within the car dealership industry, which is notorious for these Sunday advertisements in the newspaper, which have no real good method of tracking. So now there is a shift within the industry to very quick come up in social media and using something like Facebook, right?

Drake: Right. When you take a car dealership, quite honestly and not to be offensive, but you have older people. And a lot of people with a lot of experience in the car industry are, in fact, older because they have that experience. And so with social media, you have something that’s very new, it’s very confusing and quite frankly a little scary for some older people. They’re not quite sure what to do. And that’s where we can help you to better understand Facebook, why it’s important and why it can sell more cars. Not strictly with car dealerships necessarily, any medium sized business that we can target generally works well. In this case it would be Joplin Butele. We just started that business with Facebook. And we’re booking four detailers a day. That just goes to show that Facebook advertisements are effective. And it’s cheap. You spend $100 a week and we book on average between 28 to 30 detailers a week.

Jonathan: Okay. So slow down a minute so everybody can understand. First of all, you’re in the Midwest, right. You’re located in….

Drake: Joplin, Missouri.

Jonathan: Joplin, Missouri. This is car detailing company.

Drake: Yeah, it’s a good case study. It’s a small business that had a very little advertising budget. None at all. We basically created a Facebook page and 30 days later, we’re doing four detailers a day just off Facebook ads. And we’re only spending between $75 and $100 a week.

Jonathan: We’re going to get into this, but that’s particularly good for a small business like that because Facebook advertising allows you to go so deep into the demographics. Not only are you able to say I just want to advertise in a 10-mile radius around Joplin, but also if you only want to target and market the 18-to-24 year old crowd. Or whatever it might be, you’re able to kind of break that down into all that.

Drake: Absolutely.

Jonathan: You have your presentation on the side here, so we’re kind of looking at your notes. Walk us through this. I’m going ask you, so obviously the 80-20 rule, all of us in marketing understand that. Explain 80-20 to us in terms of Facebook.

Drake: Alright. We think of good content as the very first stepping stone. So you can have all the advertisements in the world, but if it’s bad content, no one is going to pay attention to you. So let’s talk about the very first stepping stone, which is good content. Why is it important? Because you want people to pay attention to you. You want people to listen to you. In order for people to listen to you, you have to have good content. So we like to call content buyers, as it related to social media advertisements, the gasoline. You’ve got to create a spark. You’ve got to warm the customer’s heart. You’ve got to create a fire that keeps everybody nice and cozy. And then of course, you pour some gasoline on it and you burn the mother down. Because that’s what social media advertisements do. They make things better than what they were.

Jonathan: But 80-20 says that….it can be used in multiple ways. Generally what we say is 80% of our sales comes from 20% of our customers.

Drake: No, not when you refer to content. When you refer to content, we call it 80% good content and 20 percent advertisements. So I use a good example. You don’t watch Game of Thrones because of the advertisements. You watch Game of Thrones because it’s good content. Is it 50% of Game of Thrones advertisement? Absolutely not. For every 10 minutes of Game of Thrones, there’s 2-4 minutes of advertisements. So it falls into the 80-20 world. 80% good content, 20% advertisements. When you intermingle the two, you get people paying attention. Not just to the advertisement, but to the good content as well.

Jonathan: I don’t totally understand that, but I’ll let that slide. Games of Thrones is a television show. I don’t really know where the advertisement is coming in.

Drake: The advertisements are the TV commercials. The TV commercials.

Jonathan: But it’s HBO. So there’s no commercials.

Drake: Okay. It was a bad example.

Jonathan: Let’s throw Game of Thrones out. So okay, I understand. So 80% of an hour-long show is content. And 20% is advertisements.

Drake: Yes.

Jonathan: You probably don’t watch Game of Thrones.

Drake: I really don’t.

Jonathan: And you don’t know that it’s on HBO. Okay. So I understand that. What you’re basically saying is that on Facebook, you need enough content so that you’re not just advertising for the sake of advertising. And that’s all the people see.

Drake: Facebook was never meant to be a selling tool. Facebook was meant to have a group of people who have similar interests who want constant updates about things that interest them. Not about things that are going to be constantly sold to. Now don’t just think that this only applies to television. It also applies to radio too. 80% of the radio is good music; 20% is advertisements. It follows through with any kind of advertisement. You’ve got to keep the person’s attention. Once you’ve got their attention, then you bombard them with advertisement with advertisements every once in a while. But if you keep bombarding them with advertisements, they become immune. For instance, when we look around this room, there’s different advertisements. There’s different things that are placed around, giving us the perception that we want to buy something. So we become immune to them or we ignore them. And so by keeping good content in front of us, we pay attention.

Jonathan: Moving along. So how much should you post? Is there a limit? Is there a formula that you see that kind of says on a weekly or daily or hourly basis how much content you should place?

Drake: Now it’s difficult to say, but I can say this much. You’ve got to post enough for all your fans to get content. Just because you post once doesn’t mean everybody sees your stuff. And then of course, you can’t post too much because then people think you’re spammy and they unlike your page. So you want to post something pretty regularly. We usually recommend between two to three times a day. Anything more than that and you’re posting too much.

Jonathan: Okay. Okay.

Drake: Car dealership wise. It can be dependent on several types of things. Like news stories. They can usually get away with posting 7 to 10 times a day without upsetting people. But if you’re promoting used cars or promoting new cars, people don’t want to have their newsfeed bombarded with cars. If they wanted that, they would like every car page there is. But no. They like their local dealership because they want to occasionally receive an update on what the dealership is doing. Maybe a used car dealer once in while will do a new car. But whenever a person scans a newsfeed to see constant ads bothers them. It bothers me personally.

Jonathan: What’s interesting is one of my clients in a local gym and what we’ve decided to do is pull content from the sports section of the news for high school. So what we’re posting, in addition to the content that we’re providing to the community about the gym itself, we’re also posting the sports scores for the high school sports and lacrosse and everything like that. And so we get traction that way.

Drake: That’s content.

Jonathan: Right. You can’t just be promoting, promoting, promoting.

Drake: Right. It will never work that way and you’ll constantly get unengagement and people will unlike your page because they don’t want to see advertisements over and over again.

Jonathan: So speaking of unengagement, how do you know when your content is working?

Drake: Well, there’s a couple of different ways. If people are engaging with your posts. Do you have people liking your stuff? Commenting on your stuff? Sharing your stuff with friends? If your page looks like a ghost town, that’s probably a good example of why your content is bad. Now there’s also different signs you can look at. You can look at your click-through rate. Your click-through rate is a simple measurement based on how many people you’re reaching and how many people are clicking on your posts. If you’re reaching 10,000 people and 1,000 people are clicking on your posts, that’s pretty good. Anything over 2 to 3 percent is generally good. And so whenever you have a high click-through rate and people are interacting with your posts, whether they’re commenting, liking or sharing, it’s still engagement. And it means they have some sort of interest. Enough to click on it.

Jonathan: So for the people who can’t afford or don’t yet have a social media guru like yourself and they do have a Facebook page, that’s the Insights tab. When they go to Facebook and…

Drake: No. That’s not correct. Actually it’s not in the Insights tab. It’s in the Ad Manager tab. And it’s on a per-ad basis. You click on the ad.

Jonathan: That’s for the advertisement.

Drake: Right.

Jonathan: I’m talking about overall content.

Drake: Right. So your engagement measurement is in your Insights tab. And then of course your reach is in your Insights as well. Your reach per your engagement. So if you have a higher reach and a high engagement, that’s good. If you have a low reach and a high engagement, that’s really weird. That’s not normal. Then of course, if you have low reach and low engagement, there’s a problem as well.

Jonathan: How does the timeline work? How many people actually see your page?

Drake: Okay. Well, let’s move on to the timeline. As we focus on the content, and now let’s focus on what the content is doing to your actual timeline. Now like I told you before, this just gives you postings on Facebook. It doesn’t mean every one of your fans is going to see it. So let me give you an example here. We’re going to talk about 100 fans. I have 100 fans on Facebook and I post something. Let’s say I post something. It’s only guaranteed that around 6% of my fans are going to see it. Only 6 people are going to see that. Now I posted my status updates. It’s only around 10 to 12% of people are going to see my status update. If I post a picture, it’s only between 13 to 20 percent of my fans are going to see that. So whenever you post something, you can’t keep the mindset that every one of your fans is going to see it. Because that’s not the way it’s going to work, people. If you have 1,000 fans and you post a link status, you can guarantee that only 8 people around that are going to see it, if not. So how can you increase that? Generally it’s based on award system. How it works is if more people like your stuff and comment on your stuff and share your stuff, your post reach will go up slightly each times that it’s engaged with. So if you have a post that’s shared sometimes, your reach will go up obviously because it’s being shared with other people. If you have something that’s commented on, liked on, you’ll get something that’s increased the reach expeditiously. Now of course, you see Susie Sue liked this. Or Susie Sue commented on this. Or Susie Sue shared this. And that’s what Facebook is doing. It’s letting you know that your friends have engaged with something that might possibly be interesting. And they want you to see it to, so that way you might engage with it as well. And so of course, the reach is going up. Now if you have bad content and it’s something that’s just not interesting or if you have a link that looks spammy or just doesn’t work, 8 people out of my 100 fans are going to see it and nobody is going to interact with it. And it’s going to be a dead post. So that’s not something that you want to do. You’re wasting your time. Why post on Facebook if you’re not going to do it right. That’s basically what I’m getting at.

Jonathan: Okay. In your presentation, you used the word Edgerank. I know that Facebook doesn’t really like to use that term anymore, but it is still an industry term used to explain the current algorithm and the way it is. Now there’s been a lot of changes to Edgerank and I might step in from what you’re saying.

Drake: Well, here’s how Edgerank is working currently. Like you said, that’s basically how I explain links and text and picture updates. That’s a little bit a part of Edgerank. So quite simply, how Edgerank works, everyone has a specific algorithm leading to their Facebook address. So Facebook, unlike My Space.

Jonathan: My Space?

Drake: My Space failed because exactly….

Jonathan: Oh, we don’t have enough time to talk about My Space.

Drake: Let me talk to you about what Facebook is doing right. You see, you’re friending people faster than you’re unfriending people. You’re liking pages faster than you’re unliking pages. So how do you deal with the constant stream of content coming at you, bombarding you? You like 110 pages and out of these 110 pages, 50 of them post three times. What’s Facebook doing with all this content that’s coming at you? And how do they tell whether something is interesting to you or not? Then of course, you like Susie Sue and all of her other friends and you friend all these other people and then you have all their updates. So Facebook has an algorithm that’s based on each person’s likes and engagement. So if you like something. Let’s use a particular Democratic page on Facebook friends. Let’s say you’re very political and you interact with this page quite frequently. Well, of course, this page is going to show up more in your newsfeed because it’s something you interact with. Facebook has deemed it interesting to you, so they want to show it to you in the newsfeed as much as possible. They don’t call Facebook the most interesting newspaper in the world without a reason. See, Facebook wants to show you things that are interesting and relevant to you. So that way, you develop an addictive personality to Facebook and you check it a lot. They show you the friends that you engage with most often, you tag in most often with and take pictures most often with. And they show that at the top of your newsfeed. They show your family’s newsfeed. But the ones that you barely engage with and barely interact with, they show at the bottom of your newsfeed. That way, it’s not bombarding you with the content. Facebook says that on average, you’ve got 1,500 pieces of content in front of you and there’s over 100,000 ways that content can be directed at you. So Facebook has an algorithm to make sure this stuff is interesting to you. And that’s why MySpace failed because they didn’t have that. People had tons of fan pages. People had tons of friends. If there was no Friends tab on your page, you’d get 10,000 friends. So you’d be bombarded with content that’s irrelevant to you.

Jonathan: You’re talking about 10 years’ worth of difference in technology. So yeah. But we need to really talk about the changes to Edgerank and why there are significant problems with Facebook today. One of them being, last out there. So in that piece of the algorithm, it is actually looking, and you spoke a little bit to this before, that if somebody likes photos more than basic links or movies or stuff like that, Facebook understands that and they’re going to provide more photos to that person. So you need to kind of spread out the way that you do your messaging.

Drake: Well, not necessarily. See how we work doesn’t really apply to other people. If we tell them that you don’t need to post a text or a link ever again. We tell people that over 90% of the content that’s interacted with on Facebook is a picture. So why post anything else? So we tell people if you’re going to post something, always include a picture and include a tech status update with that, generally less than 140 characters, almost like a Twitter update. That way, people are not lazy enough not to read it. And then of course, you have that picture that’s going to be eye-catching too.

Jonathan: How many people are on their timeline and how many times do they check it? I don’t really understand what you wrote there.

Drake: What I wrote is basically how many times do people check the timeline? How do people interact with the timeline? See, the most important thing about Facebook is the newsfeed. It’s basically the goldmine of Facebook. It’s the only reason why people are on it. Because they want to keep in touch with their friends and family. So the newsfeed is literally the most actually used portion of Facebook. People are on it between an hour and an hour and a half and some even more than two hours. And they check it between 16 and 26 times a day.

Jonathan: Oh, definitely.

Drake: So whether it’s waiting in line and picking up your phone and just checking the newsfeed randomly. Or whether it’s at night before you go to bed.

Jonathan: Right. So bad reviews are a good thing?

Drake: I knew you would say that. So Facebook reviews are a touchy subject. A lot of dealerships and a lot of small businesses in general are really scared about having an online presence because they don’t want bad reviews. I’m here to tell you that bad reviews aren’t actually a bad thing. Let me tell you why. There are two reasons why. One, there are a lot of customers who won’t voice their complaints in person. They’re scared, they’re shy, whatever it may be. But if there is a complaint, you need to solve it. You have two types of unhappy customers. You have the ones who will never be satisfied and the ones who have miscommunication or some sort of small problem and can be satisfied. And those are the ones we’re focusing on. The ones that can be satisfied. The ones that voice their complaints online and need a problem solved. So you’re able to address those complaints right there on the spot. Here’s where the second thing comes in. You’re able to address those complaints right out in public and show good quality customer care. So I’m going there and seeing the bad reviews. Oh my goodness, they messed up on their service job. Oh here’s a reply. ‘We’ll take care of you, come in. Let’s get that completely fixed for you free of charge. I’m sorry you had this problem. This won’t happen again.’ Wow. Now I feel reassured about the bad complaint. Complaints are always going to happen. It doesn’t matter what kind of business you have. You’re always going to have someone unhappy with you. So how do you fix that? Open, honest communication with the customer. And right there in the open where other people see it as well. And so when you have that bad review, you just solve the customer’s problem, even though they may have never voiced that complaint in person. And you’ve just gained that customer back. On top of it, you show the people that if there is a problem, you’re going to care about their complaint.

Jonathan: Okay, good. So in using Facebook ads, there’s something called Facebook Editor. What is it? And why should I be using it?

Drake: Well, there’s something called Power Editor. Its Facebook’s advanced ad system. Now I don’t recommend this for beginners. And at the very least, you need lots of literature about it and lots of training. They have a simple ad platform that isn’t as good and doesn’t have as many targets. But it’s perfect for small to medium-sized businesses without getting deep into it. Now advanced editors who have Power Editor, are able to go right down into nitty-gritty and really target the people that matter. Because that’s what it’s all about. You can spam all day long and waste all the money in the world or you can hit the right people with the right ad. Sometimes I enjoy ads because they’re things that are relevant to me. I saw this ad the other day for a nice music box. I love music and I’ve been looking for something because I like music in the shower. I’ve been looking for a waterproof system that’s kind of like such and such that goes to the shower. And it just so happened at the top of my newsfeed, I saw it two minutes later. So that’s an example of an ad that would work perfect. And they targeted me correctly because I love music. And for some reason, they knew I wanted shower music. I don’t know.

Jonathan: Well, let’s talk about that. How do you think that they knew that you liked to listen to music in the shower?

Drake: They didn’t. It happened to be a coincidence. But that fact of the matter is they target people that like music.

Jonathan: No, no. I think that you’re incorrect there. You know that there are keywords that…..there’s a lot of keyword data that people put into an ad.

Drake: Right. When you look on things on Facebook and when you post statuses about things, Facebook checks those keywords to find your interest.

Jonathan: So if you did put ‘music’ and ‘shower’ into any type of post over the last several years and this company then targeted ads for people who have said ‘music in the shower,’ that’s how you got that ad.

Drake: That’s is correct. And that’s why Power Editor is so important. Because you have those microtargeted options that you don’t normally have in the simplified ad system. So that’s why it’s important. It also gives you the option to do things that you normally wouldn’t do, like multiple pictures. For instance, with different an ad, you can place multiple pictures in that ad, and then check the individual click-through rate on each one of those.

Jonathan: It’s an A/B test. I mean, it’s brilliant.

Drake: Right. And it doesn’t cost you anything. It doesn’t hurt you at all. And if you see a picture not doing really well, you cut out that picture. And the rest of the pictures just keep cycling, just like normal. So there are certain things you’re able to do with Facebook’s Power Editor that you’re not able to do any place else.

Jonathan: Right. In fact, one of the interesting things is….some of the campaigns that we run are simply to get likes to the Facebook page. And you can actually create a campaign. You could run and say that you want to run several hundred hours of that campaign. But marketing and in specifically a niche market to the point where you get the click-throughs, but you don’t pay the hundreds of dollars.

Drake: Right. Absolutely. And so that’s what we call benet. It’s something I’ve kind of named for myself. It’s an ad that runs constantly in the background and its main goal is to gather your likes. Believe it or not, there are companies going around calling people and promising them 10,000 or 100,000 likes a month. And that’s ridiculous. There’s no way, no way possible, you can get that many likes in a month. Unless you have an insane ad budget, like Coco-Cola, and you’re spending millions of dollars on ads. Otherwise, it’s not going to happen.

Jonathan: You could have a spider webbing, you know, like button.

Drake: Yeah, and so you can have 10,000 fake fans or you 10,000 real fans. It will take a little while and it may cost a little bit of money, but overall, the revenue increase you have to return is so much greater. So don’t waste your time with these spammy companies that are going to try and waste your time with trying to get you ads that are not even worth it. Ads that try and get you different people from different countries liking your page. And you can always tell with the inside tab. You can tell if they’re from out of the country. Then you know that your likes are not real.

Jonathan: Well, if you have 10,000 likes and 9,999 are from Russia and you’re in Joplin, Missouri, those are fake likes.

Drake: Yeah, those are fake likes.

Jonathan: So if you’re in Joplin, Missouri, that car….what is it, detailing?

Drake: Yeah. Joplindetail.com.

Jonathan: I don’t know anything about cars, so I don’t know what that actually is.

Drake: The funny part is I don’t either. I just invested it and it worked well with online advertising.

Jonathan: So how much money do you need to start? Not how much to hire you, but the dollars actually being applied to Facebook ads in a month. What is that number? Can you talk about that?

Drake: I can. It’s complicated to say because it just depends. Now this is a way where it’s set more to paper and radio and that sort of thing. The money you spend, the people you’re going to reach. The more people who reach, if you’re reaching the right people, the more engagement you’re going to get. The more possibility for sales. The more possibility for relationships. How much to have an effective ad campaign? Well, I generally say that if you have an audience of 40,000 to 50,000 in a population, I would say between $100 and $125 a week.

Jonathan: That’s not bad. Say the numbers again.

Drake: For 50,000, I recommend between $100 and $125 a week.

Jonathan: Are those for likes, or actual sales?

Drake: Either/all. All for advertising.

Jonathan: All advertising on Facebook.

Drake: Generally that includes a $5 day infinity ad and generally $5 to $2 a day of just spinning regular advertisements, whether it’s a used car, new car or whether you’re having a bakery or whether you’re trying to do retail.

Jonathan: That’s pretty good.

Drake: It’s not bad. And that’s why I say Facebook advertising is really cheap. And the fact that it’s so trackable.

Jonathan: And you’re saying that from that, they generally get how many sales per week?

Drake: Facebook ads are so trackable, we can tell what our cost is per customer is. And if we’re only using Facebook, we know exactly. Our cost per customer is $4 when it all comes down to it. We know that every $4 we spend, we’re going to gain one customer. Our profit margin for one customer is $30. And so we’re making an extreme return on investment, $25. Would we want spend $4 a day to get $25? Absolutely. Anybody would. I wish I could spend thousands of dollars and do that. Of course, that’s not possible. But you get what I’m saying. Absolutely. Now we’ve run ads before where we just threw an ad out there for Joplin and hoping that person sees it. And that customer was about $12, so almost three times the cost.

Jonathan: Right. And then you compare that to newspapers or television ads where you’re don’t know who you’re getting, you’re just throwing a dart on a wall.

Drake: Actually, you know, it’s funny. We got about three newspaper ads. The Chamber of Commerce offered us a free newspaper ad for 6 months. And guess how many calls we got?

Jonathan: Zero.

Drake: Zero. Not even one. And you think we’re going to continue to do newspapers? Absolutely not. We got it for free, so why not. And maybe someone will call us. But it’s been two months.

Jonathan: It’s a big struggle. It’s definitely a big struggle. I’m looking at your presentation and the question here is: Why is the reply form so complicated? I’m assuming you’re talking about the Power Editor. It’s not that it’s complicated. It’s that it’s detailed.

Drake: It is detailed. And that’s exactly what I was going to say. There are just too many options. Which is a good thing for you guys. Because there’s just so much to target. There’s just so much you can. There are so many different types of advertisements. Picture advertisements. Video advertisements. You can even do audio advertisements if you want. The possibilities with Facebook are literally almost infinite. And so that’s why it’s so complicated. Because you have so many options. If you want to run an offer for a service special. If you want to run a Mother’s Day special. Literally, you can target everyone down to the nitty-gritty and have such an effect with the campaign, you wonder why you spend dollars anywhere else honestly.

Jonathan: But you say side ads just stop.

Drake: Let’s talk about the side ads. So the side ad is right next to here. Alright, here’s why I tell you that you shouldn’t do those, okay? Here’s why. They have an advanced software. And they know exactly who saw your ad, how many people clicked and engaged with it. Let’s talk about it for a second. How they register an impression and impression is whenever they say the person sees the ad, right? And so how they register an impression for a side ad is you stop and 1.5 seconds you look at the ad and then you’re scrolling down or you click on it or whatever, but at least for 1.5 seconds that impression is counted as one. And it has to be for one person. Now the sidebar ads, whether you look at them or not, are going to count as an impression per refreshed page.

Jonathan: Right.

Drake: And so most people don’t look at the side ads and most people don’t engage with them. Quite honestly, I don’t remember the last ad I looked at for a side ad. I do…and actually I can name the ad exactly. Drift Dock. It’s a Facebook analytical company. I saw them right at my newsfeed. And they were right there in the middle of good content. I don’t look at the side ads. That’s like I told you in the very beginning, we’re becoming immune to advertising. We’re becoming immune to billboards. We’re becoming immune to all those different things. We just tune them out.

Jonathan: So it’s better to put money behind the actual post. That’s what you’re essentially saying.

Drake: I’m saying that when you sandwich your advertisements between two pieces of good content, which is exactly what these ads are, you’re going to have a higher click rate. You’re going to have a higher percentage of people being reached. And on top of that, it’s going to be more accurate. You can’t say that 1,000 people saw my newsfeed and that’s exactly….you can say that 1,000 people saw my newsfeed ad, but you say exactly 1,000 people saw my right-side ad, even though the numbers are the same.

Jonathan: Oh, I see what you mean.

Drake: Because even though Facebook registered that an interaction, it’s not necessarily something that….

Jonathan: Because Facebook is actually erring on the side of caution for the post, as opposed to the side. Or the side, as long as the page loads, that’s an impression. But for the ad in content….

Drake: You have to 1.5 seconds. And so that’s how Facebook knows exactly….it seems like you could just scroll really quick, right? But that shouldn’t count as an impression.

Jonathan: Right.

Jonathan: What if you scroll down and then scroll back up?

Drake: Again, if it’s 1.5 seconds.

Jonathan: 1.5 seconds. Okay.

Drake. Facebook is smarter than that. They know how people trick the system and they know exactly what they need to do in order to count for the impression. They’re all about showing results. They want to deliver the most accurate results for the user as possible.

Jonathan: So on this slide, you have a bullet point that could itself be its own presentation. You asked the question: How do I make something go viral?

Drake: Yes.

Jonathan: If you can in a few words explain that, how to make something go viral….

Drake: I can actually explain it real quick. We did something really simple. We found something….all we did was…..and in fact, you’ve probably seen it before if you’re watching. It’s a Mustang billiards pool table. It’s really nice. It’s the front image of a Mustang, but it’s converted into a billiards table.

Jonathan: Okay.

Drake: So all we did was we targeted people who like Mustangs and we targeted people you like pool. And before we knew it, we’d spent $5 on the ads and they got over 300 shares. So now you wouldn’t count that really as viral, but in a sense. I did that.

Jonathan: Who built the Mustang with the pool table?

Drake: Oh, I don’t know. It was just a post.

Jonathan: Oh I see. This is really cool.

Drake: Remember we’re putting good content within the dealership’s page. There were four dealerships. We posted ‘Hey, check out this awesome pool table.’ We targeted people who liked billiards. We targeted people that liked Mustangs. So we’re hitting exactly, right on the nail, the right people and they’re like, I’ve got something to share with my friends. So they got 300 shares. And you see 300 shares with any small business not necessarily all the time. Do you see it?

Jonathan: I do. But maybe not within….yours….40,000 is a really, really limited number.

Drake: Yes, absolutely.

Jonathan: 40,000 people who are interested in Mustangs and pool tables together, right?

Drake: Well, our targeted audience is over 2,000 people. So 300 people shared it. That’s huge. That’s not necessarily people that liked it or commented on it, but it’s the number of people that shared it and moved the content forward. And so now on a larger scale, is that viral? Not necessarily. It’s not a million views. That’s something that’s gone viral. But on a small scale, 20,000 people, a small town in Missouri, we have a population of about 20,000.

Jonathan: But I bet if you tied that photo into something going on in Missouri, that it wouldn’t take long.

Drake: Yeah. It could have. But even 300 shares around the area is something we’d consider great.

Jonathan: Did it result in any additional sales? Or any additional likes?

Drake: It definitely did. And we had about 20 likes.

Jonathan: Well, there you go. That’s somebody who’s going to have a residual look at all your content.

Drake: Absolutely. And so they value a like at about $3. They say every like you get is about $3. Not everybody is going to be customers eventually. But they say in the dealer industry that every like you have is an extra $3. So it adds up.

Jonathan: That’s great. Kind of controversial here. You say boosting posts slows you down.

Drake: Yeah. I don’t believe in boosting posts. One, is that it just doesn’t have the ability to effectively target people. You can target by interest. You can talk about location. Those are the main things, but when you go right deep into, even with the simplified Ad Editor, there are so many more targets. Now whenever we go for say dealership posts, we target by income. We target by people who make over $30 K. We target people over age 25. We target people who make over $30K a year. We target people who own homes so we know they at least had good credit at one point. And we target people that like a particular brand of car. So our narrowed audience is so small. It’s 1,000 people. And that’s good because we’re targeting the right people and the people most likely to buy a car. If we just put out an ad, like you said in a newspaper to 40,000, we hope the right person bites. And instead we’re throwing a line to the right fish with the right bait and the person bites.

Jonathan: Just to juxtapose the usage of boosting a post, for $6 you can say I want to boost this to everybody who has liked by Facebook fan page.

Drake: It doesn’t work that way. $6 won’t be all your fans.

Jonathan: It will reach a larger percentage than if you had not put in the 6 dollars.

Drake: Yes. Absolutely.

Jonathan: So if you had something that was specifically targeted to previous clients who had liked your Facebook post and then come back to your next whatever,

Drake: Maybe it might be a little. But we call this and this is kind of controversial. We call this the crack cocaine of Facebook.

Jonathan: Oh, it’s very simple. Right.

Drake: It only lasts a short while and it’s not necessarily really effective.

Jonathan: But wouldn’t you say that if you improve your engagement, that has universal effect.

Drake: Sure. If it works for you, it works for you.

Jonathan: No, what I’m saying is as in Facebook fan page, if your likes, shares and comments aren’t coming through and you spend the $6 to boost the post that then moves the needle a little bit, isn’t that an advantage without…..you still….

Drake: No. I mean you can put up a billboard and think, man, all these people are seeing it. But it doesn’t necessarily mean that people are going to buy your product. So it could be. You never know. You just never know. I mean it’s just one of those things. Advertising isn’t perfect. Advertising isn’t necessarily something that’s extremely accurate. You could boost a post for $6 and it could result in two sales and you would have never known. And you could microtarget an ad and it could result in no sales.

Jonathan: But clearly, a microtargeted ad is much more beneficial and you’re able to control that much better.

Drake: Right. Your odds of winning the lottery are a lot higher.

Jonathan: So Facebook Insights. What is the first thing I should look at?

Drake: Your engagement. To me, that’s the most important metric of all of Facebook. It tells you two things. One, it tells you how good the content is and tells you how much fans care. And so if you have very little engagements and you’re just doing the best you can with content, you might as well just stop. I mean, there’s just something wrong. If you have no engagement, that means no one really cares. If no one cares enough to just click the like button, there’s a problem with your posts. The like button is the easiest way. Comments is generally second. And of course, the hardest to get are shares. And that’s how Edgerank actually works. The shares obviously get highest reach. The comments get the second highest reach. And the likes get the third highest reach. But the first thing you should look at is your engagement. If you engagement is high, you’re doing something right. If it’s low, you need to do something to get your clients engaged. How do you do that? You ask them questions in your posts. You keep your posts small. You add colorful pictures. You make something that’s relevant, funny, things that matter to them on a daily basis. We just had a dealership whose engagement was getting pretty low. So we just threw out a quick pose with a cat and a dog in it and ‘hey, what’s your favorite cat and dog?’ All of a sudden, we had 20, 30 comments within 20 minutes of their 1,000 fans saying ‘yeah, I like cats, I like dogs.’ It was not relevant to the car industry. It had nothing to do with cars. But it got them engaged. It was fun for them. And so that’s what Facebook is all about. It’s supposed to be fun. It’s supposed to be interesting. And that’s what we did with that post.

Jonathan: That’s great. Listen, the new Mustang car is going to be out. There’s a lot of hype about that. You should definitely….what color Mustang will be…”

Drake: We’ve actually done that post. The new color scheme came out with some interesting colors. And we asked them which color would you want? And we got so many comments on it, it was unreal. And did we get as many comments with the used car? Not necessarily. But that’s not the point. The point is to have a lot of engagement and then put out little ads right there in the content.

Jonathan: So how can I utilize Graph Search for my campaigns?

Drake: Well, this is something I have to show you.

Jonathan: Yeah, that’s kind of complicated, right?

Drake: It is. It is something that I’d have to show you.

Jonathan: We could do that another time.

Drake: But we can definitely do it another time. There’s called Graph Search, which is at the very top bar. It’s just a search bar. But there’s things you can do you probably don’t even know about. For instance, you can type in there: What are the favorite interests of the people who like Griffith Motor Company? Which is a client of mine. And what it will do is actually put in the favorite interests of all of those fans right in there in the popularity tab and it’s actually pretty interesting to look at. The first thing that pops up is KZRG, which is a very popular radio station in the area. So you think to yourself: If I’m going to advertise on the radio station, what one should I advertise with? Probably this one because all of my fans happen to listen to this radio station.

Jonathan: So you can understand the relationship between your customer base and their interests

Drake: And their interests. It’s very interesting. There’s another company. I did this during my session. It just so happens all of their interests are based outdoors. They like hunting. They like fishing. They like camping. They like mudding.

Jonathan: What is mudding?

Drake: Only from the New Jersey guys. Always from New Jersey. Mudding is getting into a big truck with big tires. And you just run through mud and it’s supposed to be fun. I know.

Jonathan: Okay. I don’t understand that.

Drake: But it just so happens that all their interests are based outdoors. So if Griffith Motor Company was going to sponsor an event, which would they sponsor? Would they sponsor a dog competition? Or would they sponsor an outdoor camping event? Exactly.

Jonathan: Or something with mudding. Yeah.

Drake: Right. Because that happens to be biggest fans.

Jonathan: Right.

Drake: But it starts at the very top. And you can do some research and Google into it. There’s all kinds of things. You can type in ‘fans of the company who are married.’ You can literally type anything in and it will pull down this list of people for you. And you can even do it for researching or whatever you may do.

Jonathan: You know, Drake, that kind of rolls into where we’re going next. You and I talked for quite a while. Right now, I’m working with my editor to put together the book for video optimization. We did a couple of videos for that. Now we’re going to put out the book. And Drake and I are thinking that we’re going to do Facebook and Power Editor. We’re going to put together a couple of videos, getting into more detail on this. And I’d like to hear from you. I’d like to know whether or not you guys think that that’s something you’d like to hear more about. Should we go deeper into Power Editor? Would you like us to walk through Insights? Would you like us to do a case study? Let us know what you’re interested in seeing and hearing. If we get a couple of these sessions together, it’s good enough that we can then work with my editor and we’ll build out a book. Drake would obviously be the co-writer on that. And that would be another part of the World of Internet Marketing book series. And again, we’re going to be talking to Nigel Hickey about the VMWare. So that’s another one we’re going to do a couple of videos on and then build out a book like that. I think we’ve pretty much hit everything. You said roller coaster, but I’m not sure what that means.

Drake: Roller coaster is just we’re finishing the last portion of the Insights. Your Insights are always going to be roller-coastered. You’re always going to have ups and downs. It’s impossible to constantly go up. You’re always going to have to go down and back up and down and back up.

Jonathan: That’s true with any market.

Drake: With any market. So if you see your reach going down, don’t be scared. If you’re putting the same amount of money, it’s going to be right back up. Your reach is going to go up and down. Your engagement is going to go up and down. Sometimes you have bad weeks. Sometimes you have an outstanding week. That’s the way sales is always going to work. And so that’s what the roller coaster is.

Jonathan: Good. Good. Well, Drake, I really appreciate your doing this. I know that it’s been a very long 24 hours for you between flying here to New Jersey, doing the show, walking the whole convention and now we’re sitting here in your suite. You’re probably going to take a hot shower and take a nap.

Drake: Yes.

Jonathan: And then you’ve got to go out of here in New Jersey like at 6 am in the morning. I really appreciate this. We will work on the next series of this and build this all up. For everybody that’s been watching, thank you so much for continuing to watch us. I look forward to seeing probably this weekend. We’ve got Nigel Hickey scheduled, but if that gets postponed, we’ll do it the following week. Thanks so much everybody. Have a great weekend.

Outro

Again, this is Jonathan Goodman and this is the World of Internet Marketing. You can follow me @HalyardConsult on Twitter. New episodes of the World of Internet Marketing can be heard every Friday. You can access the archives of my previous shows on Spreaker.com – user name Jonathan Goodman. The podcast is also available with transcription at halyardconsulting.com and geekcast.fm one week after the episode airs. Thank you all for listening to another episode of The World of Internet Marketing. Don’t forget to pick up my book The World of Internet Marketing on Amazon, and if you like this podcast please share it with your network of friends and family. Have a great week.

How Facebook Really Works is a post from: Halyard Consulting

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How to Optimize and Market Your YouTube Business Channel http://halyardconsulting.com/optimize-market-youtube-business-channel/ http://halyardconsulting.com/optimize-market-youtube-business-channel/#comments Fri, 25 Apr 2014 17:26:26 +0000 http://halyardconsulting.com/?p=25060 How to Optimize and Market Your YouTube Business Channel is a post from: Halyard Consulting

This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are going to talk about how to optimize and market your YouTube Business Channel.

How to Optimize and Market Your YouTube Business Channel is a post from: Halyard Consulting

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How to Optimize and Market Your YouTube Business Channel is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are going to talk about how to optimize and market your YouTube Business Channel. I’ve got a great presentation for you today. It might run a little bit long, but we’ll break it up into segments later in the show. Let’s get right to it.

Slide 1: YouTube Business Channel Marketing and Optimizing

We’ve already discussed how to build out your YouTube Business Channel. Now we’re going to look at the elements that will help you to optimize get into the search engines and gain a larger audience.

Slide 2: Quote: Remember, when you go to YouTube, you do a search

This is a great quote from Eric Schmidt, executive chairman of Google: “Remember, when you go to YouTube, you do a search and when you go to Google you do a search. As we get the search integrated between YouTube and Google, which we’re working on, it will drive a lot of traffic into both places. So the trick, overall, is generating more searches, more uses of Google.”

Slide 3: Optimization Meta Data Elements for SEO

Let’s start with optimization. We’re going to talk about the meta data elements for SEO.

Slide 4: Title

First the title. Don’t exceed 70 characters, including keywords. This is the maximum number of characters allowed in a Google Title Result. For those of you who are watching the video, we’re going to switch back and forth between the presentation and the video element. Here is the channel trailer that I’ve created previously. We’re going to break this down and show you what the elements are on this page, so that you understand how it ties into what we’re talking about. Right here, is the title description. Let’s go back to the presentation.

Slide 5: Description

Don’t exceed 350 words. A max description is 250 words, which is a lot of content. The first 160 characters should be very descriptive and include keywords. You don’t want to keyword stuff, but it should be informative and it should have a lot of the critical information right in that first 160 characters. That’s because when Google is putting things into the search engines, they take that first snippet of 160 characters. Think about your description like a large newspaper. The way that the Washington Post or the New York Times writes is that the first two paragraphs give you the summary. Then it goes into details and includes quotes. Then it summarizes again, giving perspective on the future. So when you write your description, you really want the first sentence and really the first paragraph to be a summary of what viewers should expect to see in the entire video.

Do you see down here? This is critically important. This should go into every video description that you have. This describes who I am, the company that I run, the website URL for the company, my Facebook Fan Page link, my Twitter link for the company and the Google+ for me. This is all very informative and descriptive. So anybody who is looking to get more information about you will have the ability right there to click through.

Slide 6: Embedding

Embedding allows anybody looking at your video to easily share the content. An embedded video on someone else’s website is like a backlink to the search engines. We’re going to switch here again and show you where that is. Here we have in advanced settings “allow embedding.” It says: “Allow others to embed video in their sites.” So now the best way of doing this is right there. Clicking on that. It proves your content is important. So people will be able to put it onto the homepage of their blog. They’ll be able to add it into articles that they’re writing. Really important stuff.

Slide 7: Category

When you’re figuring out what category to choose because you must choose a category, I would recommend two things. First, go ahead and select whatever you think is the best option for you, but I would say look at who you’re trying to emulate or who is your competitor and see what they’re choosing as their category. The other thing is to mix it up. For me, I put some of the stuff in Science and Technology. I put some of the stuff into Howto. These tend to the two categories that I’m putting content into. I might at some point try Education. You’ll see the various categories: Autos & Vehicles. Comedy. Education. Entertainment. File & Animation. Gaming. Howto & Style. Music. News & Politics. Nonprofits & Activism. People & Blogs. Pets & Animals. Science & Technology. Sports. Travel & Events. So your content might be related to the category that you’re choosing.

Slide 8: Thumbnail

Then you want to select a thumbnail. Now YouTube gives you three thumbnails right here. You see that this is a very short video, so I didn’t really get the opportunity to have a lot of stuff going on. When you’re doing a longer video, obviously you have the ability to then get different images that YouTube will choose. The other alternative is that you can do a custom thumbnail with a max of 2 MB. So if you don’t like any of this stuff that you’re seeing them choose, you can do what I do. What I generally do is I select one with either my face or a product display or a high-contrast image, like you’ll see in the one that I recently did. The Howto. That actually has the Douglas Adams two thumbs up planet. Very high-contrast image. It’s green with a black background. That was a good slide, so they choose that slide and I was able to select that. But sometimes, like in this case, there’s really not much to select. So you’ve got to go ahead and create your own.

Slide 9: Tags

You have ten keywords. You could stuff it with as many keywords as you wanted, but the suggested number is 10 keywords. YouTube will suggest some terms. When you’re in that box and you’re looking at filling out that information, they will also say what they’re suggesting. So what do we have here? I have ten keywords. Internet Marketing. Podcast. SEO. Search Engine Optimization. Halyard Consulting. Goggle. New Jersey. Schema. Social Media. Analytics. Helpout. So I actually have 11 keywords. Ten keywords is generally what Goggle is going to take. Down here in the suggested tags, they’re suggesting that I include online advertising within the website category, the Internet was an issue. Marketing within industry. Digital marketing within website category. And Google search within website. Now with this video that I did, I’m pretty happy. I’m not going to start changing these things around. But at the same time, a lot of the videos that I do, I know that Goggle is going to make a couple of suggestions that will actually help place my video in search for specific keywords like that.

Slide 10: YouTube Keyword Tool

There’s also the YouTube suggest tool, which is very important if you’re really not sure what words to use. So very easily, you can go to https://www.youtube.com/keyword_tool. Many of us know this from AdWords. It will bring up a Google keyword suggest tool. It’s almost identical. It’s just running on YouTube. What you can see there is I entered obviously in English and the United States. Here is English. Here’s United States. I entered the word “Batman.” It might be a little hard for you to see what YouTube came back with so I’ll read it to you. “Batman. Lego Batman. Batman Arkham City. Batman Arkham Asylum. Batman Arkam Origins. Batman Beyond. Batman Begins. Batman III.” Those are all keywords that are very interesting because that’s saying that in YouTube, many people are actually searching on these keywords. And possibly many people have used these keywords within YouTube for their videos. So if you’re working on something specific, let’s say, today is Easter. I’m filming this on Sunday. And you’ve filmed part of the sermon from your church, you can put that up there. You would type in Easter and see all the different keywords that might come in. It might be Easter Bunny. Easter Egg Hunts. That sort of thing. Then you have the religious side. There’s a lot of elements. But this helps you formulate an idea as to how you want to keyword in your video.

Slide 11: Captions
Captions improve Search Optimization. Let’s talk about where they are in all of this. In the video section, you go up here to Captions. You can see that for this one I did not add any captions, so we’re going to select another video that I did put captions to. Let’s go to How to Create a Business YouTube Channel. And we’ll go to Captions. Obviously, I have all of my videos transcribed. What Google will do is they will do an automatic caption that I’ve now gone in. Let’s see, the track list is…this is theirs I believe. It is very close, right? They did a fairly good job. I just like to have control over which one is going to be seen. There are multiple reasons why you need to do this. It improves Search Optimization. Let’s see, if I run this right now. Hopefully, we won’t get a lot of feedback I’m going to lower the audio. And you see that the captions come in as I’m talking. Not necessarily syncing up perfectly, but it does help somebody who either needs assistance hearing or dealing with devices that don’t have sound in them. Those are the people who you want to caption for. If you don’t have captions available, it could pull in YouTube’s, which is a little funky. They’re not really good at doing all that. So I get all my videos transcribed. And then I pour it back into that caption. And they match it up pretty well. So it’s going to improve Search Optimization because there’s text now affiliated with the video. Google has a very hard time understanding what a video is because there’s really no technology that can tell them what is in a mp4 file that could then be used for the Google search. So instead, when you transcribe, it’s able to then match up content to the information provided in the video. It will rank higher because YouTube sees this in multiple formats. They’re looking for that, so when you’re doing a search for How to Create a YouTube Business Channel and I wind up being the only person who’s actually taken the time to transcribe, that will put me higher in the search within YouTube. So it benefits Google and it benefits YouTube. Obviously, it effects those who have trouble hearing as I said or may be on a device without speakers or they’re not able to use the sound. Maybe they’re located somewhere that they can’t really use the sound or they can’t hear well, so they turn on closed caption. They’re able to read it.

It also helps with accents. I’m currently watching “Turn” on AMC. I’m a big fan of Jamie Bell. I love his work. And I like the Revolutionary War. I think it’s really fascinating. He’s playing an American. He’s really British, so he has an American accent, which is a little rough because they’re doing the old style anyway. You have the British. You also have the Scot. And everyone has very thick accents. So I’m watching the first 15 minutes of the first episode and I said, ‘I’m enjoying this, but I think I would enjoy it better with closed captions on.’ A lot of times we think the only people who use closed caption are people who can’t hear. Well, actually, when you’re watching a foreign show or an American show that has very thick accents, closed caption actually helps. Sometimes people are whispering and I can’t hear that. So it’s better just to have the dialogue in there. In fact this last episode that we watched had some muddled sentences and it was whispering and I couldn’t really understand it, but it was very clear on the closed caption. They were talking about Guy Fawkes Day. I was like, Oh, it makes sense that the people on the horses were wearing masks to look familiar. Now I would have missed that totally regardless of the accents because of the fact that he was whispering. They don’t do that kind of loud whisper anymore. They do a real whisper, so you kind of have to pay attention. So closed caption is really good.

Now sometimes YouTube will add it. As you saw, there were multiple choices there for my edition and YouTube’s edition, so it’s nice that they felt that they were able to go in and transcribe. But the transcription is really not great and you don’t want to rely on that. If you have the funds and you’re running a 40-minute show like this, it does help to transcribe it.

Slide 12: Audience Building

Let’s talk about audience building. We want to keep the user engaged.

Slide 13: Annotations

So there’s annotations, which add interactive elements to the video. I’ll show you where you can do that. Let’s go up here. We have Annotations right here. So if I wanted to…and I’ll do it now. We don’t want to play this, but let’s say right there. Whatever I’m talking about, I add a speech bubble and I say “We are talking about Halyard Consulting. Why don’t you visit us at www.halyardconsulting.com.” And I put in the link there. I can run it for…..I want to run it for 7 minutes. So if we backup a little, it’s gone. I’m going to mute this so that we don’t have to listen to it. So here I am. I’m chatting, I’m talking. We’re just going to move this ahead a little bit. Here I am, I’m chatting. And now you see down here it’s getting even closer and when we get to this point, that is going to pop up. And I can run this throughout the entire thing. I can put in different annotations. So it really helps. Two seconds here. I don’t want to spend that much time on this. But you could use this for….choose your own adventure where you stop the screen and you say what decision should they make? And they click that. So you have this right here and it goes in and it will eventually when we go forward. And you can do a link. You can add different elements. See, it’s staying up there right now. So that’s how we do that. You can link to other relevant videos, so I could put in an image. I can’t use that for a speech bubble, but I can add in a spotlight. I can put in a title. I can put in a note. And then interactions. And you can do Call-to-Actions for sharing and commenting. So we’re going to get out there so we don’t save that.

Slide 14: Main Channel Page

Now we come back to the main channel. And in the main channel what we’re going to see are three important areas. Channel Trailer, Playlist Sections and Featured Channels.

Slide 15: Channel Trailer

So channel trailer is what I was working on in the beginning. I’m wearing a similar shirt to what I wore when I filmed that. The channel trailer video plays when a non-subscriber lands on the channel. It tells the visitor what the site is about, why they should subscribe and suggests videos. So I’m a subscriber. You’re probably a subscriber to my YouTube channel. If you’re not, go subscribe. But somebody who is not a subscriber and winds up on my channel page will see that introductory video that will say, hey, this is what the channel is about. This is what the page is about. And this is where you can subscribe. And I appreciate that.

Slide 16: Playlists

Then you have Playlists, which is underneath right over here. So with Playlist, you can group by topic, Keyword Focus, anything like that. All this is to keep the viewer engaged. Playlist Descriptions allows for 5,000 words. That’s a huge amount. It’s like a chapter in a book. You can put a tremendous amount of detail into these descriptions. Playlists can rank in search engines themselves. So not only does the video rank, but you’re also going to have the Playlists themselves ranking. Automatically continues to the next video. It improves page time and time on site.  So you’ve got all of these videos in these playlists. What I’m thinking about doing and we’ll talk about this a little bit later in the episode. I decide that my average time on site and we’ll talk about that in a second, is 5 minutes. I run a 45-minute podcast or videocast like this. Maybe what I should be doing is segmenting them into 5-minute segments. Well, you take 5-minute segments of 45 minutes worth of material and you put that into a playlist and it actually plays like it’s the entire show itself. And at the end of the playlist, you can also have the entire show. So somebody who is watching it is going to watch all of those different 5 minutes if they’re intrigued, if they’re interested. And it keeps them engaged. So now you’ve got all these videos. Now you’re compounding the number of videos you have in your channel, right? You have the 45-minutes one, then you have the segmented 5-minutes ones plus you have the Playlists. That’s a lot of videos that you’ve just created out of one 45-minute video. Not only do you put the description into the playlist, but each of those videos has a description. Of course, all of this takes a lot of time. You probably want to outsource this. I have no idea when I’m going to have time to do one of these, but it’s definitely something that I realize I need to do. And we’re going to show you why in a second.

Slide 17: Channel Background, Links, & Art

Not only do you have this little element here. That’s my photo. You have these links, so within this area, and I’ll show you where this is on the actual YouTube page. Here we go. We can go into here. Actually so this, we go all the way back to My Channel and here it is. So you can add a new channel icon, you can add a new channel art background. Now this channel art is complicated. And I’m actually looking for someone in my network to do a show specifically on channel art because the dimensions are much bigger than what we see here. Because they want it to meet large screens. They want it to fit all the way down to mobile, so you have to know where to position if you’re doing a logo. It’s not as simple as just slapping a logo in on 600 x 200. The dimensions are really significant. So we’re going to try to do a videocast on that specifically. You can edit the links. So right now, I have Facebook, Twitter, SoundCloud and LinkedIn. And I can just keep adding and adding. I can add my Google Channel if I wanted to. Actually Google Channel is automatically added, so that is right here. As long as you’re doing your links, it will add that in.

Slide 18: Future Tasks

Now a Future Task for me, I’ll be adding an intro and an outro to all of my videos. Because that first 5 seconds is so critical to the work that you do to keeping a user engaged that to add a little fun video, one of those computer-generated, swooshy things that brings in the logo and maybe my face. Those really keep the user engaged for that 5 seconds. You extend the amount of time. Maybe I want it to run for 10 seconds. Maybe it’s a 10-second intro. Whatever it might be. It keeps the user engaged because they want to get to what the actual element is. So now you’ve increased your 5 minutes to 5 minutes and 30 seconds. You’ve just added that and you’ve kept them engaged.

Slide 19: Analytics Numbers Dictate Strategy

Let’s talk about analytics for a second. To me, numbers dictate strategy. You can’t have a good strategy without understanding what your analytics are. And sometimes things change on a dime and you see something within the analytics that you realize you have to make a significant change. So when we’re looking at analytics here, we would go…let’s move over here back to the video manager. And we’re going to go to Analytics. I don’t want to go through all the Analytics, but I want to touch on a couple of important factors.

Slide 20: Watch Time

Watch Time. The question is watch time is significantly more important than views. So when YouTube started, they were taking just general analytics and just same as Google was. The number of visits to a page was incredibly important. So with YouTube, it was the number of views of a YouTube video. Well, that doesn’t really work out because I could push a million people to a video. I could hire thousands of people in India to click on my video and click off of it within seconds. Well, what’s more important is the amount of watch time that is done. So here’s a great statement from Google itself: “The algorithm for suggesting videos includes prioritizing videos that lead to a longer overall viewing session over those that receive more clicks.” You want to maximize engagement within the first 48 hours to increase your chance of it going viral.

Slide 21: Average View Duration

So let’s look at watch time. There’s a couple of different ways that we should look at this, but one of my favorite is average view duration. And we get that. Let’s make sure we pull up the right one. That’s not it. I’ve got it up over here. Let’s look at it over here. So average view duration. It right there says that 12% of my visitors are watching 4.56 minutes. So the average view duration is 4 minutes and 56 seconds. Let me go back on that 12% because that doesn’t sound right. It would hopefully be larger than 4 minutes and 56 seconds in order for it to be an average. But you can see on this element that we look at how to create a Business YouTube Channel, realize that all of these videos are 45 minutes. But average view duration for how to create a Business You Tube Channel: 3 minutes, 40 seconds.  Video Optimization with Danny Dover: 8 minutes, 30 seconds. Average percentage viewed. Oh, that’s what it is. Okay. I blanked for a second. 4 minutes, 56 seconds average percentage view is 12%. So those are two numbers that I could either significantly improve on, right? Because if I made every 45-minute video segmented into 5 minutes, well, now I’ve hit my average view duration. Somebody’s going to watch the entire video and the average percentage view could go all the way up to 100% because they’ve watched a 5-minute video. This is where analytics really comes in. So out of all these numbers, because How to Create a Business YouTube Channel is so….the number of minutes is double, almost triple that of the next most important one, well, most watched one, which is Danny Dover’s Video Optimization, we see that 3 minutes and 40 seconds is only being watched…we have a lot of people watching it, but they’re dropping off within 4 minutes. So that’s not good. This is important information that I want to get out there, so how do I get that out there? Again, we split that 45 minutes into 5-minute segments.

Slide 22: Playback Location Where Are Those Embedded Players Coming From?

Playback is like a backlink. We have to think of this as someone took the time to embed the player and I showed you how to make your player embeddable and they’re going in and they’re saying, I want to take this content and I want to put it up on my website or I want to put it up on Facebook or any of those areas. So they have to take the code. They have to do the embed code and put it into something. So that’s an action that they’re taking, right? Now what we want to see. So some are taking the YouTube watch page, some are taking embedded player on other websites and some are taking YouTube channel page. Really not too many. But most are YouTube watch page gets the most that people are taking from. So where are those embedded players coming from? Let’s switch back and you can see that they’re actually coming from Halyard. So I am, I take these embeds and I put them up onto Halyard. It’s great to know that I’ve got a lot of traction and a lot of traffic coming into halyardconsulting.com. There were, and this was just in the past month, there were 11 views, 38% watched, 82 minutes in total and the average view duration is 7 minutes and 24 seconds. So we’re almost doubled, close to, not quite, doubled the average amount viewed because somebody saw it on halyardconsulting.com, which means that the people who are going to Halyard Consulting already have a relationship with Halyard Consulting.

Slide 23: Embedded Players More Websites Linking & Embedding = Improved Ranking in Search

They are then watching it on the website, Halyard Consulting, and they are watching more of it than just the average viewer who is finding it on YouTube. GeekCast. We also put the transcription and the video up on GeekCast. Again, within a month, 4 people have watched it. But look at the average view during. It’s 8 minutes and 21 seconds. That’s a full minute longer than they were watching it on Halyard. So it’s all of this analytics that becomes critically important. Now look at this. So on the computer, 230 people watched the video on a computer. They watched 5 minutes and 7 seconds. That is 69% of all videos watched for that video. We’re talking about one specific video. 69% watched it on a computer.

Slide 24: Devices Mobile + Tablet = 31.6%, Whoa!!

But if you add mobile, tablet and TV together, that’s 31.6%. That’s nearly 40%. We are just etching out 40%. And if we had created this presentation two years ago, I assure you that mobile + TV + tablet would have been 10%. There’s such a move to mobile and tablet and away from the desktop that you can’t just work in a vacuum where you think that everybody is going to be viewing on their desktop. Sure, it’s entertainment. They want to take the time to watch this. Where are they going to watch it? They’re going to watch it on their tablet and on their mobile phone. Coming in and out of work. Whatever they might be doing. Cooking or whatever it might be. On their downtime, they’re on YouTube. They’re watching it. So I think that’s a critical number.

Slide 25: The Three P’s

Let’s talk about the three P’s for gaining an audience, whether it’s YouTube or whatever it might be. Patience, Persistence and Perseverance. Rome wasn’t built in a day! You need to stick to a schedule as best as you possibly can because here I am Easter Sunday. I thought I was going to do this Friday. This presentation was not ready. I wanted it to be good. I wanted it to be as perfect as it could be. And so, yes, do I want to do presentations on Friday? Most definitely. But next week I know that I can’t do Friday. Should I prepare something for Sunday? Maybe. Should I skip it totally? I wouldn’t do that too often because people if they’re interested in what you’re talking about are going to want to hear the next thing. You follow entertainment all the time. There are people that I follow. I’m interested in what they have to say every single week. You need to stick to a schedule. If that schedule is every day, it’s hard, but maybe you’ve built a channel and you’ve got tens of thousands of people and you’re making money with advertisement. Then do it every single day. But for most of us, we’re all working. We’ve all got to keep a schedule and try to do the best that we can. I would say if you think you can only do a video once every quarter, it’s going to take you a really, really long time to gain an audience. We’re trying to weekly. It’s still very difficult, but we try to push through. We try to make it as good content as possible. Because we know that we need to be patient with this. Look, a couple of weeks ago I started on this with YouTube. I didn’t have any followers. Now I have almost 100 followers. Hopefully, within a year I’ll have 1,000 followers. Hopefully before I’ll have 1,000 followers. But I’m not going to give up. I’m going to keep working at it, keep promoting it, be persistent at it and just persevere. Push through. You want to help answer questions, like I think I’m doing. I had a great conversation with somebody last week. They called me up. They had a couple of questions. I worked with them. They sent me an email. I have to respond to that now. I consider myself an expert. I work in a lot of different areas within Internet marketing. So there’s a lot of people that want to know a lot of things that I have in my brain. And answering those questions for individuals might be good, or it might be better to turn that into an actual video. So we’ll have to see.

Slide 26: Share Everywhere

And then, finally, promotion. Share this everywhere. Blog it. Tweet it. And if you don’t know those guys, Daft Punk, they have the song: “Work It.” Play it, work it, run it, jump it, whatever it might be. So I kind of created one that was blog it, tweet it, like it, email it, plus it, press release it. We have a very succinct formula here. We want to get the message out and push it through social media, push it through search engines and gain an audience. You have to do that. You can’t just think that all of a sudden thousands of people are going to appear magically. So you’ve got to have a succinct method of social media socialization.

So that’s about it. Please provide me with questions. I’d love to do a question and answer session and get that going. If you have any questions, you can contact us at halyardconsulting.com. I am trying to get to 1,000 subscribers. I am going to give $100 to the ASPCA as soon as I hit that thousand. It’s not really a challenge so much. I give them money all the time anyway, but this will be a special occasion. We’ll make a special announcement. Please subscribe and listen to my podcast. Thanks so much. Happy Easter. Have a great week.

Outro

Again, this is Jonathan Goodman and this is the World of Internet Marketing. You can follow me @HalyardConsult on Twitter. New episodes of the World of Internet Marketing can be heard every Friday. You can access the archives of my previous shows on Spreaker.com – user name Jonathan Goodman. The podcast is also available with transcription at halyardconsulting.com and geekcast.fm one week after the episode airs. Thank you all for listening to another episode of The World of Internet Marketing. Don’t forget to pick up my book The World of Internet Marketing on Amazon, and if you like this podcast please share it with your network of friends and family. Have a great week.

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How to Recover from an Unnatural Link Penalty http://halyardconsulting.com/recover-unnatural-link-penalty/ http://halyardconsulting.com/recover-unnatural-link-penalty/#comments Wed, 23 Apr 2014 00:35:09 +0000 http://halyardconsulting.com/?p=25049 How to Recover from an Unnatural Link Penalty is a post from: Halyard Consulting

We are going to focus on how to recover from an unnatural link penalty. I’ve got a presentation to show you and then we will talk about different areas.

How to Recover from an Unnatural Link Penalty is a post from: Halyard Consulting

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How to Recover from an Unnatural Link Penalty is a post from: Halyard Consulting

Hi everyone. This is Jonathan Goodman. Welcome to another episode of The World of Internet Marketing. Today we are going to focus on how to recover from an unnatural link penalty. I’ve got a presentation to show you and then we will talk about different areas. Let’s switch over now.

Slide 1: Site Violations

What if you woke up one morning like I did and received an email like this and it said:

Slide 2: Unnatural Outbound Links

Google has detected a pattern of artificial or unnatural links on this site. Selling links or participating in link schemes in order to manipulate page rank is a violation of Google’s Webmaster Guidelines. As a result of unnatural links from your site, Google has applied a manual spam action to and they would then insert the website name. There may be other actions on your site or parts of your site. Recommended action: Identify paid or otherwise inorganic links by using the rel = “nofollow” or redirect to an intermediate page that is blocked by robots.txt. Remove any problematic links from your site. When you’re satisfied that your site follows Goggle’s Webmaster Guidelines, submit a reconsideration request for an updated list of manual actions currently applied to your site. Visit the manual actions page. If no manual actions are listed, there is no longer a need to file a reconsideration request. If we determine your site is no longer in violation of our guidelines, we’ll revoke the manual action. If you have any questions about how to resolve this issue, please visit the Webmaster Help Forums.

So let’s find out. A lot of you did actually receive this. If you don’t have Goggle Webmaster Tools and you’re running a website, you’re doing yourself a disservice there. You really need to find out how to enable Goggle Webmaster Tools and start working with it. If you do have Google Webmaster Tools and you received an email and you just aren’t sure what to do, we’re actually going to step through the process to get this resolved on your site.

Slide 3: History of Guest Blogging Through the Eyes of Goggle

So let’s look at the history of guest blogging through the eyes of Google because a lot of people just got this notification. It centered around Google’s decision to penalize a website called MyBlogGuest run by Ann Smarty. I’ve met Ann. She’s very nice, but there were issues with the site that Google felt she needed to correct. She didn’t want to correct them. And we’ll get into all of that. When you’re dealing with a 500-pound gorilla in the room, you sometimes have to bend what you want your site to be to what they want your site to be. And unfortunately, Goggle is that 500-pound gorilla in the room right now. Because I’ve been in the Internet marketing industry long enough to know that in the beginning, everybody was excited if they knew somebody who worked for AOL. Then they were very excited if they knew somebody who worked for Yahoo. Now they happen to be excited about people who they know that work for Goggle. That’s the big buzzword. They’re dominant in the industry right now. It definitely doesn’t mean in 10 years that they will be. But since they are, they are dictating the rules to play by.

Slide 4: Matt Cutts – 10/9/2012

It really all started when back in October 9th of 2012, Matt Cutts answered a Webmaster Tool’s video called: What is Google’s View on Guest Blogging for Links? I’ve put the URL in there so that you have an opportunity to listen to the whole entire thing if you want to. You’ll see also in the presentation I’ve stolen the Homeland Security Advisory system and modified it, not even modified it, just left it the way that it was. And pointed to where I think according to when all of this happened how severe the penalty was. So with this first video, it was very general. He just wanted to kind of say, hey, here’s things to be looking out for. Sometimes it gets taken to extremes. This was in regards to guest blogging. There are low-quality article banks out there. We all know what those are. Be mindful that it absolutely can be taken to the extreme. Then he says, when you’re just doing it as a way to sort of turn the crank to get a massive number of links, that’s something where we’re less likely to want to count these links. Of course, all of this revolves around backlinks. Because unfortunately right now the only way that Google can rank things is according to backlinks. And a backlink when let’s say you’ve written an article and The Huffington Post also quotes that article. They put a link in pointing back to your site. So that’s very important, right?

There’s different ways of talking about backlinks. We can talk about backlinks from the top-tier websites like CNN, Amazon, Huffington Post, MSNBC. Really high-powered news organizations or high-powered websites. Ebay. Wikipedia. Things of that nature. When you get a backlink from a website like that, it’s a much more powerful link, but not everybody can get that. So in order to work with smaller businesses and smaller companies, a lot of SEOs do things like guest blogging where they will write an article and have a link back to their client’s website. Now this is an old practice. This is nothing new. Guest blogging was around from the time that AOL was around. People were writing articles and linking that. It’s just that unfortunately it’s been taken to an extreme only because of the desperation that SEOs, search engine optimizers, have when trying to work with clients who want to improve their ranking. Now who is really at fault here? I’ll turn back to talk about this. You don’t need to be staring at a blank screen here.

Who is really at fault here? I have to put the blame on Goggle unfortunately because the technology, the way that it is today, the Goggle algorithm that was created 10 or so years ago was really focused on prioritizing websites according to the backlinks power and numbers. So if you’re working in the Internet industry, if you’re working for a client who wants to get better ranking, the number one way to do that is to improve backlinks. One method of doing that is writing a guest blog and putting it up on a website that’s slightly or more powerful than yours with that link then being counted. You would have to do hundreds of links. But that’s really the method of optimization today. It’s a very crude form, but it’s because of the Google algorithm.

Now a lot of people go, wow, the Goggle algorithm. But the truth is that if we’re talking about backlinks, it’s a very easy-to-manipulate way of ranking websites. If I know that all I have to do is try to get one backlink from a powerhouse like CNN, yeah, sure it’s very difficult to do. But once I do it, it’s worth 10,000 little mini backlinks. Or I can work on getting hundreds of backlinks or thousands of backlinks through other methods, like submitting to directories or doing hundreds of guest blogs and then putting them up on other websites. So Google’s method of what they’ve done is try to corral the optimizers into behaving a certain way and performing a certain way in spite of them instead trying to fix their algorithm. So all we need is a smart individual from MIT to come up with a better and more succinct way of categorizing powerful websites and searches and ranking those accordingly, outside of backlinks.

Here we are today. It’s not where we were 10 years ago. It’s not where we were 20 years ago. And it’s certainly not where we’re going to be 10 years from now. This is what we’re faced with. So many optimizers, like myself, worked on guest blogs. And now Google is trying to tighten the ropes for guest blogging because they really have no control of that backlink algorithm. So instead, they’re pointing at everybody else. And I’m not faulting Google. I am, but I’m not saying this was wrong. I’ll show you that we actually took steps to move away from this process a while ago.

So anyway, let me get back into this. When we look at this video. I’m not going to play the video, but you can see that in October of 2012, there is already a guarded level of suspicion around guest blogging.

Slide 5: Matt Cutts – 11/12/2012

Now we continue and we have November of 2012 and Matt Cutts does another Webmaster Tools video. It’s called: Does Google Take Action on Spammy Guest Blogging Activities? Again, we have the URL down there so that you can go in and look at it later. And he says “If you are doing so many guest blogs that you are doing article spinning and likewise if you’re allowing so many guest bloggers that they allow things like spun blogs, where people aren’t really writing real content of their own, then that is a pretty bad indicator of quality. And if your website links to sites that we consider low quality or spammy, that can affect your site’s reputation.”

What is spinning? I always think of the Brady Bunch episode where Peter puts too much soap into the laundry and the whole laundry room goes haywire. Spinning essentially is that. It’s the washing machine or the dishwasher spinning. In this case, it’s the sentences from one article. It spins them around and reassembles them to make it look like an article. But when you actually read that article, it makes no sense and it’s very poor grammatically. It tends to ramble. So many of people in the early stages of guest blogging would take one 300-word article, spin it and get 10 more articles from that, claim it as original content and then send it out to unsuspecting blogs out there with the backlink included.

Slide 6: Matt Cutts – 10/16/2013

Then in October of 2013, Matt Cutts did another Webmaster Tools video called: How Can I Guest Blog without it Appearing as if I Paid for Links? That’s a very interesting way of phrasing the question because you’re essentially saying I would like to pay for links. Can you tell me how I can hide this from you? So sometimes the wording and the phrases used to ask a question reveal more about what you’re attempting than the answers themselves. This person was obviously trying to do paid links and not get caught, but asked Matt Cutts a question that really comes off saying, hey, you know what, I want to do paid links and I don’t want you to find out. So there again is the URL. He says… “spraying and praying, sending out invitations. I’m going to guest blog on all these different things. And sometimes they’re spinning their guest blogs. They’re not even writing unique content for each blog. And I don’t think that that’s the best way to build links to your site.” Now we’ve moved up a little bit. How we’re elevated. Now he’s saying listen, be careful. Because we’re going to watch this part of the industry and we’re going to monitor this. If we’re finding a lot of scum articles that are worthless and poorly written, we’re going to start to take action.

Slide 7: Matt Cutts – 12/10/2013

Then we go to December of 2013. I know it seems like he’s only working in the fourth quarter of the year. He does a lot of Webmaster Tools videos. I think as they end their year, they summarize where they are and where they want to go. I think that’s a function of Google. Just the corporate entity itself and so they come back around to these topics at the end of the year. So Matt Cutts did another Webmaster Tools video called: What Should I Be Aware of if I’m Considering Guest Blogging? This is another person asking this question. We’ve got the URL there. Now we’re really heading toward a serious event. Matt has analyzed the blog guest industry and what is going on. Now he’s saying “I wouldn’t recommend that you make it your only way of gathering links. I wouldn’t recommend that you send out thousands of blast emails offering to guest blogs. I wouldn’t recommend that you guest blog with the same article on two different blogs (essentially spinning). I wouldn’t recommend that you take one article and spin it lots of times.” So he’s specifically targeting spun articles and he’s really cautioning you that if your only method of getting backlinks is writing these articles and spinning these articles and trying for the long-hanging fruit, putting an article on a minor website, you’re not going to get much benefit from that and it could even hurt you.

Slide 8: Matt Cutts – 1/20/201

Now finally January 20 of 2014. This is just a couple of months ago. He wrote an article on his website, www.mattcutts.com. You can see the link down there. The article is titled: The Decay and Fall of Guest Blogging for SEO. Now he actually changed the title and we did this to be more specific. But around this time, it’s called The Decay and Fall of Guest Blogging for SEO. And here’s his quote: “If you’re using guest blogging as a way to gain links in 2014, you should probably stop. Why? Because over time it’s become a more and more spammy practice, and if you’re doing a lot of guest blogging then you’re hanging out with really bad company.” So you see the arc that we’ve had? Hey, maybe you shouldn’t do guest blogging to now listen, if you’re going to do guest blogging, you’ve got to really be careful. And then finally, hey, don’t do guest blogging. That’s out here. It’s DEFCON 5. It’s a severe penalty. And we’re going to see what happens when he actually penalizes.

Slide 9: MyBlogGuest Member

Let’s continue on. Just so that you know, obviously I run an Internet marketing company and I have clients. Yeah, we had a membership on MyBlogGuest starting in June 5, 2010. But just seeing where the tide was coming. And most of this in Internet Marketing is just seeing where the tide is going to come in and how swiftly and how fast the tide is going to come in and the current is going to rise. We knew that by the summer of 2012, we were not going to renew. And so we did not renew our membership with MyBlogGuest, but we did continue to take articles and put them up on websites until March, 2014. We stopped submitting guest posts for other bloggers to use, but we continued to take articles. Obviously, we felt that we wanted to have content on our clients’ sites in addition to the articles that we were writing and we thought at that time that it was a good method. Clearly, that’s not the case.

Slide 10: Cutts vs. Smarty

So now it really comes down to Matt Cutts from Google vs. Ann Smarty of MyBlogGuest. On March 19, he puts out a tweet and he says today we took action on a large guest blog network, a reminder about the spam risks of guest blogging. And Ann Smarty was somewhat caught off guard. Matt Cutts put this out there at 2:13 in the morning, not in the afternoon. So everyone was sleeping when he tweeted this out. Maybe he had it ready to go and just wanted everybody to wake up to it that morning. Or maybe they were making modifications to the server and the algorithm and tweeted this out late at night. Or early in the morning in this case. Ann was actually at PubCon New Orleans. I wasn’t there, but I know that she was there doing a presentation. And she, along with everybody else, was significantly caught off guard. Her official statement was “Even though MyBlogGuest has been against paying for links unlike other platforms, Matt Cutts’ team decided to penalize us.” And then she wrote an article detailing her feelings about this and she said: “MyBlogGuest is NOT going to allow nofollow links or paid guest blogging (even though Matt Cutts seems to be forcing us to for whatever reason)” Before I go any further, let me just clarify that. At no point is Matt Cutts suggesting to do paid guest blogging. In fact, that is a significant term guideline that you cannot break. But she’s really referring to the nofollow links. We’ll get into the technology end of this in a minute. What it means ‘follow’ and what it means ‘nofollow.’ So then she goes on to say, “Instead we will keep promoting the pure and authentic guest blogging concept we believe in.” You can look at that article from her at www.seosmarty.com/guest-blogging-the-fork-and-my-take/ Because Matt Cutt said he’s putting a fork in the guest blogging industry.

mybloglinksspamaction

Slide 11: Fixing the Problem

So how do we actually fix this problem? How do you recover from an unnatural link penalty?

Slide 12: First…Don’t Panic

Well, first like Douglas Adams says Don’t Panic.

Slide 13: Do a Site Search

You want to do a site search. What that means is you do site:yourwebsitedomain.com. And you find out how many pages are indexed as of right now. You know how many pages you’ve actually created. If you see that in your logs, you should be able to read that. You compare that to the number that is indexed. Now if you have 10,000 pages on your website and you have 1,000 pages in that, you’ve got a big problem. If you have zero results, which unfortunately happened to MyBlogGuest (they were completely removed from the search engines), you’ve got a very significant problem. But the number of actual pages vs. the number of indexes of those pages in the search should move the meter either to the green or to the red in terms of how critical an issue this is. For us, for the website that we got hit with we might have lost maybe 500 pages out of 3,000 pages, so we still had 2,500 pages indexed and ranking well and only 500 pages were removed. You need to determine the critical rankings. Pages affected might not have ranked well anyway. So this is a key thing. I do not like this way that they manage this.

So you have to weigh everything. You have to be able to say okay, for us, we have 2,500 pages that are indexed regardless of the fact that they were moved to 500 pages. Out of these 500 pages, you have to do the analysis. How many of pages were actually being searched on, were gaining traffic from. If you wind up with a small percentage of those 500 that were actually ranking well anyway and instead the 2,500 articles are doing well, you don’t have to jump out of your seat and panic. You don’t have to immediately try to quickly resolve this and put it in resubmission. You can sit back and say, okay, what is the best method for us to do this? What should we be looking at in the long term and how can we really prove to Google that this is how we want to do this going forward? We understand the mistake that we’ve made.

Slide 14: Check Traffic

You want to also check the traffic. Did you wake up one morning and there was a rapid decline? If you did have a rapid decline, my advice to you would be to immediately start putting money into AdWords while you fix the problem. But if you had a moderate decline, you can fix the problem, well, not leisurely. You don’t want to take a year to fix this problem, but if you’re a limited staff and you’re working on different things, you don’t need to stop what you’re doing. This is a concept you should take to heart anyway. You don’t stop and refocus because of a non-emergency. If this is an emergency and you’ve been completely de-indexed then what I’m saying doesn’t mean anything because that needs to be the critical issue. You need to get re-indexed. But if you’re like I believe 80 to 90 percent of the websites are that are hit with this penalty – they were not completely removed from the search engines, they were just given slaps on the wrists – then you really analyze and look and fix the problem correctly. And you do a submission for reconsideration request when it’s done and you know that you’ve got everything going. Matt Cutts tweeted out on April 8, 2014. Jenny Hollis, who was on the show before. She actually did an interview with us. She asked a question and Matt Cutts came back and said “It depends. Not every manual action gives a rank demotion. For example, we might just distrust your outgoing links.” Well, that means is if you’re distrusting my outgoing links then I haven’t had any website pages de-indexed and all of this is just kind of automatically nofollowed anyway. So again, don’t panic.

Matt-Cutts-Tweet-MyBlogGuest

Slide 15: Everything in One Video

This is the best video that could be created about unnatural links from your site. Regardless of what I’m saying and regardless of all the articles that are now out there, this is Matt Cutts and another Google employee walking you through what to do for unnatural links if you’ve been penalized. There’s the URL and there are three options. One, in your A HREF, which is your link, you can add rel=nofollow. What that means is if that you’re saying here’s the link. Here’s the anchor text. When somebody clicks on that link, they should go to that URL. However, when Google looks at all of my outgoing links, I don’t want Google to now follow this link to its source. It is a non-important, noncritical link.

So now we can kind of understand where Ann Smarty is coming from because she’s essentially saying, listen, when somebody takes the time to write an article and they put their Google+ link in there, if they put in links to the originating clients’ website, they’ve taken that time to write that article. We’re not talking about spun articles. We’re not talking about garbage. But legitimately good articles. To nofollow that link is an offense to the originating author. And where do you draw the line on good content and bad content? Clearly, bad content is spun articles. Or just under 300 words or not of use to anybody. But a well-written, interesting article about a subject should if it’s in my MyBlogGuest and somebody takes that article and they want to put it up on their website, it should be a followed link. This is the discrepancy. This is the discussion that is going on in the industry. And this is kind of where we are now. Why is that if Danny Dover wrote an article on the Halyard blog that links back to his website lifelisted.com, it should be a followed link? He is a verified Internet marketer with very good credentials, so we would want Google to understand that we were excited that article is on our website. He is known in the industry, so he should have a follow link.

How does that differ from mom and pop Smith who have a grocery store in Wisconsin and they write an article about bananas that then goes up on a cooking website? Why aren’t they as important to the information as somebody verified in the industry like Danny Dover? Two completely different subjects. Danny is talking about Internet marketing. Mom and pop Smith are talking about bananas and what you can do with them or importation or pesticides or whatever. Why is that article of less value than Danny Dover’s article? Danny is a friend. He writes excellent work and we would want him to write a blog. But why am I then saying to mom and pop Smith, no, you can’t write an article and we can’t put it up on our cooking website? Or if we do, then we have to say to Google don’t follow that link. Follow Danny’s link, but don’t follow the mom and pop Smith link. Where do you draw line? I think that is where this is all coming in. Was MyBlogGuest a resource, a centrifuge, where authors met bloggers met website owners met SEO people? Yes. But that’s because it’s very difficult to make contacts now. It’s very difficult to have a one-to-one relationship and try to build credentials and try to write articles for meaningful content. So if your tasks is doing this job, I don’t see how Google can say yes to one and no to the other. But they do.

The other option is to redirect using your Robots.txt file. This is rather complicated. You would have to get an SEO involved. I know how to do it. Other SEOs know how to do it. Technicians now how to do it. IT development knows how to do it. But it’s not the kind of thing that the average person can sit down and do. So what’s the quickest solution here? It’s really to remove the link completely. And in the video, Matt Cutts actually recommends this totally. Just remove the link. In fact, you’ll see that’s what we did when we talk about what we did. We removed all links from all these articles.

Slide 16: Reconsideration Request

Then you write a letter to Google. It’s a reconsideration request. You follow rulings within Webmaster Tools and you admit to everything. You say everything that you did and that you’re not going to do it again. You explain how you fixed it. And then in good faith, why it won’t happen again.

Slide 17: What I Did

What I did is not what I would recommend, but I want to walk you through what I did so that you understand what I saw and I thought the problem was.  I wake up 5 o’clock every morning, so I wake up and I see this letter coming in from Google Webmaster Tools. I read the first page to you on this presentation. I showed you what that looked like. Now at the time, I wasn’t aware of the MyBlogGuest penalty. So what I did was I uninstalled any and all suspicious plug-ins. I’m not going to name them for you, but I will tell you that for most of the sites that I had because it was an unnatural link penalty, I knew that there were plug-ins I was using that were ify. They weren’t necessarily doing harm, but they also weren’t really great. And when you’re looking at unnatural links, these three kind of stood out to me as, okay, this could be the problem. Now realize this was before the MyBlogGuest. I didn’t really know what was going on at that time. So I immediately removed those from all websites and sent a reconsideration request.

Well, that was 5:00 in the morning. I was like, okay, I got this done. No problem. End of story. Well, then as I started to watch tweets saying that people were getting other letters like this, I started saying, well, maybe there’s something bigger. That’s when I realized that MyBlogGuest had been specifically targeted for this penalty. So knowing that the request I put in was going to fail, I went forward. I had read all the documentation that said the best way to do this was to remove all the links, so that’s exactly what I did. I went through all websites, every website. And every article that wasn’t written by me or my staff had all links removed. I removed all links to authors, which I’m sure will upset some authors. I removed. Google+ links. I removed image links. Anything was removed. Was it an extreme thing for me to do? Yes. Should I have left some things and really analyzed it? Yes. But when I’m looking at all of these articles and knowing how long it was going to take to do, I didn’t really have the time to sift through each article and say, well, this is an okay link, well, they won’t think this is a bad link, so I’ll keep this and I’ll keep that. No. I just removed all of the links. It’s a very simple process. It took my assistant about 12 hours to do. And that was it.

Now we’re going to write a reconsideration request again. We can already document that we removed sketchy plug-ins that were inserting links already. And we’re going to link to this video and say, okay, I completely understand what we’ve done wrong. We’ve absolutely fixed the problem. We’re not going to do it again. We’re changing our policy. We’re not accepting articles from Joe Schmo. We’ve got to really work with unique individuals. I have a method that I’m going to present to you that I think is going to solve all of this universally. So let’s move forward.

Slide 18: The Future of Links Video & Social Media

I believe the future of links is going to be video and social media. Now a couple of weeks ago, we had Danny Dover on the podcast. He laid it out. He said he is changing his business to be a video content marketing business. And I believe he’s hit the nail on the head. I believe he’s ahead of the curve and this is where I’m pushing all of my clients to and I urge you to do the same. It’s very simple. Get in front of the camera. Start talking. Talk about your product. This is what we’re working on with our clients. We’re going to be working on video podcasting for them. The transcription is going to move forward. We’re going to put it up on YouTube. All the steps that I’ve already talked about in terms of how to market video content is exactly what we’re going to provide to our clients now. Because writing an article is too questionable as to the validity of the content. But if I am sitting and interviewing one of my clients and we are having a unique and genuine conversation, then that is the best content you could ever get. It’s going to go up on YouTube. It’s going to go become a podcast. It’s going to become an article. It’s going to be transcribed and put back into YouTube, closed captioned. This is where it’s going. And it’s because YouTube is the second largest search engine in the world and it is the future of ranking your website. Video content is going to be it. That’s from Danny Dover. I would recommend that you go back and listen to his interview because he really knows what he’s talking about.

Slide 19: YouTube/Twitter/Facebook Danny Dover

From my side, I’m going to add to what Danny said and I’m going to say building up your social media so you can market your videos to an audience is the other critical element. So YouTube, Twitter and Facebook. Or YouTube, Twitter and Social Media. This is the way it’s going to go. This is the way that you get this done. Do I feel bad for Ann Smarty and all of the mom and pops out there that have been content driven with mediocre content? Absolutely. Look, you’re talking about the dissolution of a company that somebody built up from scratch. So I completely feel bad. Now, of course, I haven’t been a member for over two years because I kind of knew this was coming. I just didn’t know who they were going to hit and how they were going to hit them. Had I known that, I would have removed all links prior to this. Some people did. Some people read into what Matt Cutts was saying earlier than I got it. Obviously, I needed to get a penalty in order to make the change. But some people saw the curve before I did and that’s great. But I don’t think that paying people to write content about the stuff that they don’t necessarily uniquely know the answers to is the way to go anymore. We’re just not going to do it. It’s not productive. And instead, I’m pushing my clients to video content now. And that’s going to be much better. Let them build up a channel. Let them get subscribers. Let them get Facebook likes. Share that content. Promote that content. All of that. That’s the way to go.

Outro

So that’s the episode for today. I really appreciate your time. Thank you so much. Please do me a favor and subscribe. There should be a subscribe button on my YouTube Channel. We’re trying to get 1,000 subscribers. I’m going to do something really special. I’ve been kind of thinking of things. But I’m going to definitely sit down and figure out what fun stuff I can present to you with the 1,000 subscriber challenge.

Again, this is Jonathan Goodman and this is The World of Internet Marketing. You can follow me @HalyardConsult on Twitter. New episodes of the World of Internet Marketing can be heard every Friday. You can access the archives of my previous shows on Spreaker.com – user name Jonathan Goodman. The podcast is also available with transcription at halyardconsulting.com and geekcast.fm one week after the episode airs. Thank you all for listening to another episode of The World of Internet Marketing. Don’t forget to pick up my book The World of Internet Marketing on Amazon, and if you like this podcast please share it with your network of friends and family. Have a great week.

How to Recover from an Unnatural Link Penalty is a post from: Halyard Consulting

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