SEO That Works; Beaumont – Jenyns Webinar

by David Jenyns on July 30, 2014

Hit Play Or Download MP3 (Above)…

dale-beaumont

Dale

dave-jenyns

David

Name: Scott Bywater and David Jenyns

Industry: Internet Marketing

Website: www.melbourneseoservices.com

www.businessblueprint.com

Transcript:

Dale: Hello everyone it’s Dale Beaumont here from Business Blueprint. Welcome to our special webinar which is all about SEO, search engine optimization. We’re going to be talking about what’s new and how you can get more traffic to your
website organically through the search engines.We have a special guest who is going to be leading us through this webinar.

His name is David Jenyns. He is a true expert in this particular subject and has a company called Melbourne SEO Services.You can check out his website which is there at the bottom of the screen right now, melbourneseoservices.com.

You can also have a look at his other website where he does a lot of video production, melbournevideoproduction.com.au. That is another website is you want to have a look and read through David’s bio.The other thing you’ll see as well, you can go as I just did to YouTube and type in his name on his YouTube channel. He’s now got over 791 videos, so we’re going to be talking a bit about that tonight as well and how he is able to produce so much great content which also helps with his rankings.

We’ll talk about content generation a little bit tonight as well and how that works in with SEO. We’ll talk about link building, we’ll talk about some of the latest changes to Google A lot of people have heard about the Penguin and Panda updates and also what’s happened in the last couple of weeks or so with some changes that Google has made in relation to its keyword data and how people can access certain information about how people are finding their website. So there is lots to talk about and we’re just going to get right into it. I’m just going to pass it over to our guest and first of all say, David, welcome and thanks for joining us.

David: Yes, thank you for having me and I’m very excited to share with you some ideas.

Dale: Cool. Why don’t you very quickly give us the thirty second background on how did you get so good at SEO. How did your journey start and where are you now?

David: Yes. Maybe about twelve years ago a friend and I created a home study course for a particular stock market charting package. It sold really well in our immediate community but very quickly we realized you can have a great product but unless it’s marketed well, unless people can actually find it, it’s not really worth much at all.

So I very quickly started to learn about marketing and then that flowed into internet marketing as the rise of the internet happened. I developed my online marketing skills and SEO skills in a very competitive space which was in the stock market niche.Then there was a point in time when we had changes in the Australian financial law as far as what was needed for licensing when it comes to giving financial advice.

My business partner headed in one direction and I headed in the other. My team and I at that point, because we’d built up a big team said, well, what are we going to do at this point? We had developed all of this IP and tested it out in a very competitive market place. We said, let’s start to offer some of these online marketing services to small and medium sized businesses. That brings us up to where we are today.

Dale: Alright, fantastic. I know you have some great slides that you have prepared. You’re going to bring everyone up to speed with some basics in the first five or ten minutes. Then we’re going to go into the more advanced material. Then you’ll talk about the latest changes that are just literally weeks old. I’m just going to pass it over to you and I’ll jump in.

If you have any questions if you’re listening, go to the GoTo webinar control panel, type in your questions and I’ll ask them on your behalf throughout the webinar. So let’s get into the slides.

David: I think probably the first thing I usually like to do is tell a little bit of a story to give a bit of context and set the frame for what we’re going to be talking about tonight. I want to share with you the strategies that we’re using right now to rank our clients’ websites and our own websites giving us the ability to drive more traffic. Obviously it can help sell that traffic because we’re looking to drive pre qualified traffic and then ultimately sell more of our product or service or whatever we’re looking to promote.

As a way of a short introduction, I just wanted to tell you this story. Just like a lot of the people listening tonight, I attend a lot of workshops and continue to do self education and training. I actually got interested in a field called NLP that some people may have heard of, Neuro Linguistic Programming quite some time ago. I set myself a little bit of a goal to go visit one of the co-founders, co-creators. His name is Richard Bandler. You can see a photo of him there on the screen.

I went to Florida to do a workshop and I was really curious to learn about the way that he views the world. It was quite amazing the amount of material that he crammed into a very short space of time. It was only a couple of days workshop or a few days workshop but he crammed so much in.

There were lots of different insights but one of them really stood out for me. It was the way that people view the world. Everybody has different models of the world and the way that they interpret the data. Everybody could be receiving the same inputs, yet the way that they interpret it could mean they get a very different result.

He talked early on about the difference between people who are good spellers and people who are bad spellers. He actually went to a group of kids and got them to explain the experience of when they were trying to spell a word. So he went to the bad spellers first and watched what it was that they did and got them to explain it. They were sitting there trying to spell out the word – c-a-t, cat.

That works well and good when you’ve got very short words but when you get more complicated words that’s when it becomes a bit more difficult to spell it out. Good spellers had a different strategy, a different model in the way they did it. He asked some other kids who were very good at spelling. They said they actually visualized the word.

Instead of sounding it out, they visually saw the word and they could spell the word just as easily forwards as they could backwards. It was just by taking the same data and then using it in a different way that got a very different result.
With this same idea, Richard then went to work with the US military to improve their shooting. He realized that Olympic shooters had a very good skill in how they could shoot accurately.

He asked some Olympic shooters what it was that they were doing. They imagined a laser pointer, a dot shooting off the top of their gun and would simply line that up. Even though there wasn’t a laser pointer, they would line it up on what they wanted to shoot and then they would shoot much more accurately.

So he taught this strategy to the US military and almost overnight, dramatically increased the accuracy of these military personnel. They were taking the same data, it was just a different way to interpret it and a different strategy. What I want to teach you tonight is the strategy and the method that we’re using for SEO.

It may be a little bit different from what you’ve heard in the past and it could be light years ahead of the results that you have been getting previously, just by taking the same data but reorganizing it in a different way. So I want you to see the strategy through my eyes.

The process or the plan to go through tonight, I just want to do a very short, five minute, here’s how Google works. We’ll do about ten minutes on the core of SEO, what makes up SEO. Most of this presentation is going to be focused on the strategy itself. We’ll also have some time for q & a at the end or if Dale jumps in as people ask questions.

First up we need to think about how Google actually works. Now you’ve probably heard this idea of the World Wide Web. This little graphic that I’ve drawn here, you’ll notice those blue dots. If you imagine those blue dots as different websites and see how they’re connected together?

They’re connected as one website links to another. The visual of that is almost like a web, when you imagine a series of websites linking together, one website linking to another and pages within pages linking to other pages. That’s how the web is made up, all these different websites linking together.

Google has what they call a spider, you’ve heard of the search engine spider. Effectively what it does is it crawls around this web and makes discoveries and then reports back to Google’s index.

Basically it says, hey, I’ve just discovered a new page. Have you got this in your list of all the available websites on the internet? Google will say yes or no. If it’s no, it will just add it into its index. It’s got this ever growing list of websites as part of its index. That is stage one as to how the internet actually works or how Google works. There is the little spider crawling around the web and then reporting back to Google.

The next piece of the puzzle is to have the query software which basically then determines how Google actually decides what is going to be the best result. When you’re on the internet and you type in your keyword or the words to get Google to display some results, once you type that in, how does Google determine out of the entire index that it’s got, out of all of the opportunities and websites out there that it could serve up, how does it actually determine which it should bring up in position number one?

The way it does that is through its algorithm. This is the secret sauce so to speak when it comes to Google. Now it works a little bit like a popularity contest. This is how Google determines what should be coming up number one on the search engines when you type in a particular phrase. So if you imagine a popularity contest, there I am in the middle and I want to be popular. I can sit here and tell you how great I am and how awesome I am but that will just sound a little bit egocentric.

Of course I’m going to say that I’m great. It’s not until other people start to say, oh, yes, Dave is cool, Dave is actually a really cool guy that my level of coolness starts to raise.

That said though, it’s not that everybody’s word is considered the same. Some people’s word has more weight than others. Let’s say we’ve got on the right of me, old man Joe and he’s some crazy dude down the street who lives underneath a bridge. He says, Dave’s cool. His word only carries a little bit of weight.

But if you look on the left hand side, if we say someone like Brad Pitt were to say, hey, Dave’s cool, then his word carries much more weight. The reason is he’s got lots of other people referencing him and saying Brad Pitt is cool.
So what I wanted to show you here is this popularity contest.

If you imagine this as a metaphor and we bring this over now to the internet and rather than people, we think in terms of websites. This is how Google determines what to bring up is: what are popular website are the websites that are getting links pointed to them. I’ll drill down into that in a little bit more detail but the takeaway here is, not all links are created equal and it works a little bit like a popularity contest.

What I’m going to show you how to do is how to engineer that popularity and how you can make sure that your website, your business is considered popular in the eyes of Google and therefore starts to come up when people are searching for the terms that you’re targeting. That’s the basics of how Google works.

Now we need to understand a little bit more about SEO. As Dale mentioned, that is search engine optimization. Basically what we’re looking at doing is, in search engine optimization, we’re looking to optimize our website’s presence in the search engine results page. It’s really about optimizing our placement and where we’re coming up.

There are three main key areas that you think about when you think about search engine optimization. There are the keywords which are the actual phrases that people type into Google when looking for a particular product or service. Then there is what is considered on-page SEO. That is everything that happens in your website.

Then there is off-page SEO which is everything that happens off your website. The off-page SEO has to do with that popularity contest that I was talking about, getting other people to talk about you on the web and that will help your website start to raise. I’ll go through each of those in just a little bit more detail.

Let’s start off with the idea of keywords. Keywords play such a pivotal role in search engines and the way that Google actually works. Google actually revolutionized the industry when they came out with a search engine that just had a box right in the middle of your screen that was empty. You had to tell Google what it was that you were looking for.

Prior to that, a lot of the other search engines were more like directories. You’d land on a page and you can see Yahoo! directory there that I’ve got a picture of. You would drill down into the category you wanted. You’d say, ok, I’m looking for something to do with science, so you’d click ‘science’. Then you’d say, ok, I’m looking for animals and you’d try to, in a directory style fashion, dig your way down to what you were looking for.

Now  Google turned this on its head and this pretty much changed the industry by saying, hang on, we’re not going to try to jump to conclusions thinking about what it is that you’re looking for. We’re going to get you to enter the keyword phrase into the search box and then we will serve up the best, most relevant result, based on what it is that you typed in. As you can see already, that’s why keywords are so important to Google and the way that the web works today.

The first thing we need to do is make sure we understand keywords. To understand keywords, you need to think about your prospect and think about your target market. Get in their mind and start to imagine what is it that they would be typing into Google just before they purchase your product or service. Or what would they type in when they’re looking for your product or service?

That’s step one when it comes to selecting great keywords, is getting very clear on what that person would be looking for. If you imagine keywords, they’re a little bit like bait. If you use the wrong bait, you’ll catch the wrong fish. So it’s very important to make sure we’re using the right bait. A good example of that would be this browsing versus buying phrase note there on the screen that I’ve got as the second bullet point.

It’s the idea that there are two types of keyword phrases. Someone typing into Google something like ‘video’, that is a very broad search. Someone typing in ‘Melbourne Video Production’ is a lot further along in this buying cycle because they know what they’re looking for.

Someone typing in ‘video’ might be some school kids doing some research on some homework or it could be someone looking for movies or DVDs or maybe they’re looking for some old footage or something like that. It’s so broad, that video could mean anything, whereas Melbourne Video Production, someone has clearly said, I’m looking for video production in Melbourne and that’s the phrase that they’re typing. So you want to think in terms of what your prospect would be looking for and finding those keywords. We’ll talk about some of the tools that you can use to do that.

What you need to be careful of though, it’s not just about number one ranking. A lot of people think that if they were just number one ranking for a particular keyword phrase, they would be fine. But the fact of the matter is, who wants to rank number one for a keyword that no one is actually searching for? Or who wants to rank for a keyword where no one is actually buying anything? So it’s really important to choose the right buying phrases and you do that by getting in the mind of your prospect.

To try and select and find these keywords, there are a few different things that we can use. This is something that Dale alluded to right at the start. We’re seeing some significant changes recently in the search engines and the way that Google is giving data through to its users. There has been a rise inside Google Analytics if you use Google Analytics and monitor the stats on your website, a rise in the number of keywords that are blocked by Google. It comes up as ‘not provided.’

Typically in the past, we used to get a referring keyword so we could find out which keywords people were using to find our website. That information was freely available. Google then started saying, if someone is logged into their Google account, we now know who they are and we don’t want to give you that keyword because there is a little bit of a privacy issue there. Because we know the person, and we know what they’re searching, we think we should block that. That’s when the first inkling happened that Google started to block some of that keyword referring data.

In the last week and this is hot off the press and extremely fresh content, is the idea that they’ve now come out and said we are now blocking one hundred percent of all of the keyword referring data through organic search. This is really significant. It’s Google effectively pushing people into Google AdWords because they still provide that keyword data. You can still find out what keywords people are using to find your website, if you pay for it. Now they’re actually blocking it if you’re just using organic search.

There are a few other little work arounds and things like that and there are other ways we can find great keywords than just looking inside Google Analytics. I’ve listed a couple of them here. Firstly, going to the source and getting Google to recommend keywords to you and keywords to use is one of the best things you can do.

So once you get clear on your target market and you start to think about what they might be searching for, you can type that into Google and then let Google predict what are some other keywords.

I’ve typed in there ‘SEO services Melbourne’ and it’s told me SEO agency Melbourne and SEO providers Melbourne. There are some other keywords that I could potentially use and try and target my content around.

Also when you type in a search, right down the bottom of the search page if you scroll all the way down, it will say ‘searches related to Melbourne SEO Services’ or whatever the keyword phrase is that you typed into Google.

That again can give you other ideas. A few of them are off the money there. You can see Melbourne Football Club and family getaways. But a few of them like SEO company Melbourne and SEO consultant Melbourne would be great additional keywords to target.So step one is finding the right keyword and then we basically assign one keyword to each piece of content on our website.

Dale: Dave I’m just going to jump in here to clarify exactly what you’re talking about. This data that Google is restricting is not helping you to find keywords. That still remains the same through Google keyword tool or also Market Samurai.That still remains the same?

What we’re really talking about is that within Google Analytics there used to be a feature where you could see exactly how people found you and what specific keywords they were using. It would have a number next to the number of people who were searching for that. Often times you find things and say, oh, I had no idea people were finding me because of this certain keyword. Maybe I’ll create more content around this idea that I wasn’t even really aware of.

So that is the data specifically that has been restricted: how are people finding your website. Is that correct?

David: Spot on. That used to be a really effective way, like you said, for us to find new keywords to target. Once your website got up and running you could dip into Google Analytics and you’d have a look at what were some of the keywords that were doing well for you. Then you said, well, what other keywords can I find around that area? It’s restricting two things: one, it’s no longer a tool that we will be able to use. This is extremely fresh, this as happened in the last week. So it will be interesting to see once it gets fully integrated into Analytics. But that will no longer be a way to determine some keywords to target.

Secondly, we can’t monitor from a conversion rate perspective. We won’t be able to know which keywords are converting the best for us. That’s the biggest thing. Now some keywords are going to convert and bring in buyers at a higher percentage than other keywords. But if Google is now blocking that data, we won’t be able to actually say, red widgets convert five times better than blue widgets. I should be targeting red widget keywords. The other thing as well, for other keyword tools that we can use though at least in this initial phase, there is Market Samurai which you mentioned.

Another free option is you can sign up for AdWords. You don’t even have to spend any money with them but you sign up to AdWords and you get access to the Keyword Planner tool as well which is another free tool to get some insight into keywords.

Dale: It’s a bit funny how they say that it’s a privacy issue but if you pay a few dollars we’ll give you that information anyway.

David: Yes, once Google became a listed company, I think their agenda did change a little bit. Their agenda now is to return the biggest returns that they can through to their shareholders. Where Google makes most of its money, the vast majority is through Google AdWords. Although they still think organic is important because having great organic results gets the user to keep coming back to Google and then once Google gets the eyeballs they can sell the advertising space around those eyeballs, that’s really where Google’s game is. But Google is starting to figure out, hey, if I can push more people into AdWords, it’s going to make more money at our bottom line.

Dale: Ok, we’re going to continue now but just one quick question that has come through. Someone has said that you’ve used the term ‘organic search’ quite a bit. Just explain what is organic search and then we can leave that behind us and move on from there.

David: Organic search versus paid search, they’re the two searches that I’ll draw the distinction between. Organic search is, when Google determines that popularity contest that I was talking about, that’s the lower left hand side of the search result page. There is a block right at the top there, the recommended SEO, guaranteed SEO and number one SEO. That is actually AdWords, you can see up there it says ‘ad related to.’ On the right hand side as well you can see it says ads. They’re all paid ‘ads.’ Anything that is not paid ads is considered organic. You can see from Melbourne SEO Services down.

Dale: Alright, cool. Let’s talk about some of the on-page work that you just had on your screen as well.

David: Yes. Once we figure out the keyword that we want to optimize for, it’s really just a matter of putting it in the right places. I’ve listed those out for you. Obviously people will get access to this recording and they’ll be able to see this slide and make notes here. It’s just a matter of assigning one keyword per page. So each new page on your website is a chance to go after another keyword. Once you’ve got that keyword selected, what you want to try to do is just put it at least once in the title of your page, once in the description. If you can squeeze it into your URL, that’s great, also in your blog title and also your body content.

On the right hand side you can see some examples of that, the title being the first one, the URL there being the second. The third one down is the Web User Experience, that’s the title of the blog post. The in-body content is the one down the bottom there, where it’s got Website User Experience. I’ve underlined those in red.

Some people try to over optimize this and Google has definitely got smarter over the years. It’s really best just to try and do it in a natural way. Don’t try to force that keyword in. The real key takeaway here or thing to remember is that people buy things, not search engines. So whenever you’re optimizing, you should always optimize with the user in mind first. The user will be the one who pulls out their wallet and makes a purchase. The search engines come secondary.

It’s great to set up your website so it is search engine friendly and it will come up in Google for particular keyword phrases but not to the detriment of the user experience. So don’t try to stuff that keyword in there and in your title tag say ‘blue widgets, blue widgets, blue widgets.’ In your description, ‘If you’re looking for blue widgets, then you’ve found the biggest range of blue widgets on the internet.

Click here to see our complete range of blue widgets.’ That right there is just trying to really stuff those title and description in with the keyword, with the idea that will help you rank. It’s much better now as Google has got smarter, just to write naturally and think with the user in mind. It’s still a great idea to find a keyword and assign a keyword to a page but then make sure you only put it in once in those relevant places that I mentioned.

That is basically on-page optimization. So if you remember I talked about the three components of SEO. We had keywords, we’ve got on-page optimization and then the last component here is off- page SEO, or off-page optimization.

Now you can see my little photo there with Brad Pitt and old man Joe again. I talked about the popularity contest. If we use that as a metaphor and we drag that through to the internet, what represents popularity on the web? It’s when someone links to you. A link to you is like a vote that you are popular. You can see up the top there I’ve got a post with the underlined text. I’ve circled it there saying: How do you improve website user experience? That actually links off to another website. So that is a vote for me, voting for another page.

I actually did an interview with Dale some time back and I linked over to Dale’s website from my personal blog. That would be me giving Dale a vote, a coolness vote. It’s all of that accumulation of links that makes Google realize that yes, this is a great website and it should be coming up when people search for a particular phrase.

That is the off-page optimization. Now as I mentioned, Google has been getting smarter and we’re seeing a lot of different changes happen. Perhaps over the last eighteen months we’re seen more changes that we’ve seen in the entire history of Google. These changes are getting quicker. People started to figure out the way that the search engines worked and they started to try and game it.

You might have heard of some of these updates. There was the Penguin update which particularly targeted back links. People were over optimizing their back links. They were pointing all of the links through to their website, saying ‘blue widgets, blue widgets, blue widgets.’ In Google’s eyes it’s not natural to have all of your links saying exactly the same thing. There should be some that say, click here and there should be some that say find out more and others that link to your website with the URL. One of these big significant updates was called Penguin.

Another big significant update was one called Panda which had to do with the usability of a website and making sure that you had a great user experience. Then most recently, this only came out again in the last week, I just prepared this presentation for you so that way it was right up to speed. Hummingbird has to do with a change, a fundamental change in the way that Google’s algorithm works.

They’re trying to understand how people search the web. People search the web with almost like a query string. They go to Google and ask Google a question and the Google comes back with the answer.

So instead of thinking in terms of just exact keywords, Google is now starting to think in terms of keyword strings. If someone is looking, where do I find the best video production house in Melbourne, that is more of a string. That’s how people are asking questions of Google I think that will only be accelerated by the use of things like Siri and as people start to use Google Voice and start to talk into their phone, they will be asking questions rather than using keywords. I think Google have spotted this trend and that’s just in the early days, this is pretty cutting edge.

How do we get over this when it comes to building links and trying to improve our popularity? The best thing that you can do, and I’m going to teach you some different strategies is to not focus on it too much. What you want be doing is we just build links naturally, we want to build a variety of links from a variety of different places with a variety of different anchor texts which are the actually keywords that point to your website and point them to a variety of different places on your site.

Now that is basically me just saying mix it up, don’t follow a particular formula or strategy. When I get into the strategy that we use, which we’re about to dive into, you don’t even have to think about this, because this is inherent in the way that the strategy actually works. This is what was tripping a lot of people up.

Dale: Dave, could I just ask a question?

David: Yes.

Dale: There are some people who have simplified things with regards to linking and just say, always have incoming links and try to avoid having outgoing links and links to other websites. Is that a bit of a myth that we should always have more inbound than outbound and try not to link to people if you can? I suppose it breaks your rule that you just said about acting naturally because we’re trying to manipulate the system.

Also, the second question is the importance of linking internally between different pages on your website. So if one of your pages links to your Contact Us page or you’ve got a blog that links to another blog post that you’ve done in the past that is somehow related, how important is that as well?

David: Internal linking is definitely a really great strategy for larger websites. If you have a small site, under fifty pages, you’re really not going to be able to get too much benefit from your internal linking. I wouldn’t not internally link though because think about the user experience. If someone wants to contact us, you should probably have a link there that says Contact Us so they can very quickly and easily find you.

So having that internal linking for a site that is less than fifty pages won’t influence the search engine rankings that much. But it’s good to have it because of usability. That said though, if you’ve got a larger website, the basic rule is, you link to those pages that you want to have ranked. So if there are a particular couple of pages on your site that you know convert incredibly well, and you would like to get more traffic to them, you might channel some of your internal linking to almost boost up those sites.

That basic rule of link to what it is that you would like to have ranked is important but you need to be careful not to overdo it. If it’s done in a way that enhances user experience and makes sense and it would pass the sniff test if a Google reviewer got to your website, then by all means do it. But don’t if you’re doing it purely for manipulation purposes and that is the only benefit. Sometimes you look at some websites and down in the footer, they’ve really aggressively over optimized and they’ve just got lists and lists of different keywords that they’re trying to link through from their home page to try and boost them up. In Google’s eyes that is actually a bad thing.

Now you might get away with it for a little while but we need to think about what the end game plan is for here for Google and we need to think about where the puck is going. So rather than going for some short term strategies and fixes that might work right now, we think about what it is that Google is looking at doing and make sure we follow their guidelines. That way our website stays in Google’s good books for the long haul. So that’s the first question.

The second question you had was with regards to should we be linking out to other websites? It’s a case of what happens naturally. I don’t think it’s necessarily going to harm your website if you link out to other sites unless you’re linking to what is considered a bad neighbourhood or a website that in Google’s eyes is a really bad website.

But if you’re linking to good quality sites, then it is not necessarily going to hurt you. If anything, you could probably argue that it looks natural. So the takeaway and what we’re seeing with a lot of these changes now is a shift away from really trying to manipulate the search engines and start to give the search engines what they want. As a result we get rewarded for that.

There are a few fundamental rules we can follow which I’m outlining to make sure that we stack the deck in our favour, but you don’t want to necessarily overdo it. There are few ways that people do overdo it. One if them is that keyword stuffing I was talking about with blue widgets, blue widgets, blue widgets. Some people over optimize their links, sending all of their links with the exact same anchor text.

Or maybe they’re trying to use duplicate content on their website. They are a few big no-nos in the eyes of Google once you try and start to do some of those things. You’re much better off if you avoid that and really not consciously think about trying to manipulate the search engines. Just follow the basics I talk about: one keyword per page and make sure that the keywords are good keywords that your target market is searching for and then put them in the relevant places on your site. Just that alone will set you in front of a lot of the competition.

There is just something else to consider as well. I’m calling this the new on-page SEO. We are seeing a change in Google. Previously Google had very heavily and exclusively focused on links as a way to determine that popularity. But there is a little bit of a shift. Links are still at the core of Google’s algorithm, but we’re starting to see a bit of a change here. That’s why I wanted to flag it for you now so you can start setting yourself up in the future to make sure you’re well positioned for this change.

Now when people find something that they like, they don’t necessarily link to it. What they might do is, they post it on their twitter or on their facebook or they might share it in one of the social media platforms. Google recognizes this and that’s one of the reasons they’ve been trying to get into social for so long now. They tried with Google Buzz, they tried with a couple of other things. There was Google Wave. These attempts to go social failed.

The latest attempt is Google Plus. They are so far invested into Google Plus that it is here to stay, it is not going anywhere and Google is not letting go of it. In fact a lot of the bonuses tied to Google employees have to do with the success or failure of Google’s attempt at entering social through Google Plus. It’s now so critical, they’re not letting go of it.

They want to almost take away this anonymous web. They want to start to tie authors to bits of content. You’ll see it on the web now. If you search some particular phrases, sometimes you’ll see a little head appear. You can see my example there from Melbourne Video Production and Melbourne SEO Services. That’s Google authorship. It’s a strong recommendation.

If you haven’t already, set yourself up a Google Plus page and on the next slide I’ll show you how you can actually make your little photo like it appears for me when you search for Melbourne SEO. I’ll show you how you can make that head appear for you.
It’s here to stay and I think longer term it’s going to have huge impact on rankings. Currently Matt Cutts, who is Google’s spokesperson, has come out and said there is no direct impact of Google Plus ones on rankings. That said though, the correlation data says otherwise. Correlation data says that websites that rank highly on Google more often than not have a high amount of plus ones. I think that will only increase.

To actually implement that authorship, what you can do is, you check out a plug-in called Yoast. If you’ve got WordPress, this is probably the easiest way to do it. Just google Yoast WordPress plug-in. It’s a free plug-in. You basically set yourself up a Google Plus page and then you assign the author to the particular Google Plus page. Then you just make on your About page on Google Plus, you just make sure that you reference the website where you’re trying to assign yourself as an author.

What that does is, that causes, give it a couple of weeks and then your head will start to appear next to your website. It’s actually a very easy thing to do and I think it’s going to play a huge part moving forward.
Pretty much the secret is just making sure that we give Google what they want and create great content. So let’s talk about how we can do that and this is the strategy that we use to do that. The big problem that a lot of SEOs have had up until this point in time is that the further that the content creation gets from the source, that is you, typically speaking if you’re the business owner, the further that content creation gets from you, the lower the quality.

Not only that, how do you find time to write an article or post a video on YouTube? You’re busy enough as it is servicing your clients and giving them a great experience. That is the big problem that most business owners have. I’ll talk about the solution that we use and how you might use a similar strategy.

Basically I record workshops on my different topics. So the first thing a business owner might start to think about right now would be, whether or not they deliver the workshop themselves is irrelevant. They could get an expert to come in and speak on a particular topic.

Think about it in terms of running small workshops with the primary purpose of recording that workshop. What this enables you to do is it’s like a forced constraint. You know you’re going to have a roomful of people, therefore you’re going to get all of the material ready for the workshop itself and it’s a way to create a mass amount of content in a very short space of time that is very high quality.

Rather than traditional SEO where people are pumping out low quality articles and spinning them and pushing them across blog networks and things like that, a lot of those strategies are dying out now. Sure there are still some little loopholes that you can get though but that window of opportunity is closing. So you need to think again, think where the puck is going and think much more long term.

That’s where we came up with this particular strategy. I’ve been using this strategy for a very long time. As I told you right at the start, I started work in the stock market niche. You can see a video there and I cut it up in 2008. So we’ve been using this strategy for more than five years and there are a good number of views on that and just about all of the videos that we’ve created.

I then talked about it in an SEO course that I did called The SEO Method and then Pete Williams actually talked about it at a conference, Ed Dale’s Homecoming. It really is, what I’m going to take you through here, is the secret to maximize content and push it out across lots of different platforms.

I’ll actually walk through the strategy here with you, but just to give you the top level overview. It always starts of with creating a workshop or some very rich piece of video content. Then you can look at basically taking that video content and chopping it up into pieces and uploading it to YouTube. Now all of the pieces of content that I’m going to be talking about you should optimize for keywords just like I talked about optimizing your website as well and optimizing that content.

This strategy I call the Content Contagion. It’s a very leveraged way. You spend your time at what you’re good at, which is creating the content typically speaking. Then you can create a system, a method for distributing that content. You can actually get a team to step in and do the vast amount of this work for you.

But you might start with a workshop, cut it up into pieces and upload it to YouTube. As Dale mentioned at the start, that’s one of the ways that I’ve got seven hundred different videos on my channel and why my stock market channel has coming up close to two million views. It’s why my internet marketing one is almost up to 800,000 views. That’s through this same strategy.

You can then take parts of that and you strip the audio out, just like Dale said he strips the audio from presentations like this so you can consume it in another format. You could then take that audio and then it could be uploaded to an iTunes channel. Then the videos, one level down could be transcribed. You take the transcriptions and you can also upload the video to Wistia which is another video service. Now we’ve got transcriptions and we’ve got the video hosted on another platform other than YouTube.

We can take the transcriptions and the Wistia videos, we can tie them together and then you can post them on your blog. So look at that, I’ve created a YouTube video, I’ve created an iTunes audio, I’ve now created a blog post. I can then take that blog post and turn it into a PDF and submit it to a site like Scribd or one of these PDF sharing sites. People consume information in different ways. Some people like to read, some people like to watch videos, some people like to listen to audio, so I’m really delivering it in a format that they would like to consume it.

You could also take those transcriptions and then turn that into a high quality report. Hand it to a ghost writer and say, right, I want you to turn this into a report and make it great. Then that report can get placed on your website, bang, another bit of content. Basically through this strategy, you create a whole bunch of content from this one seed piece of content and then you might share it across your social network.

So you might set yourself up a Google Plus page as I talked about. You might have a facebook page, twitter. You might even have some other social network sites that you share it on.

It doesn’t really matter so much the exact specifics of which platforms I’m sharing on. What I want you to get at this point in time, the real takeaway here is the concept, the idea that you create one piece of content that you can split into many. It makes sure that all of this content remains in a very high quality format. So this small input gets you a very big output.

I might run a workshop, that might get me sixty YouTube videos, that might be ten audios on iTunes, that might be sixty blog posts on my site. I might turn that report into a mini site. I might take those transcriptions and turn them into PDFs and that gets uploaded to Scribd. Then I might take the report and I might cut that report up, when I got it back from the ghost writer, into even more articles, and there is another sixty articles.

You can see there, from creating a one day workshop, it takes a bit of work to get that one day workshop but I might create two hundred and fifty plus pieces of content. You don’t need to just distribute it all in one go. You could drip that out over six months. Run one workshop and you’ve created enough content for you to syndicate over the next twelve months or however long. Then that’s not to mention all of the social shares.

What I’ve just showed you there is a great way for building back links to your website. All of this content points back to your website. In fact the way I like to think of it is a little bit like Hansel and Gretel. All of these pieces of content that you’re sharing out on the web are like breadcrumbs. People will come across your breadcrumb whether it’s on Scribd or on YouTube or on iTunes or they find your website in Google. They watch a bit of content and at the end of that piece of content, you have a call to action which calls them back to your website. Then you can go ahead and make the sale.

Of course all of this content, you should follow the same strategies that I was talking about when it comes to optimization. So you choose one keyword per piece of content. If you think about it, you could target effectively over two hundred and fifty different keywords just by this one particular strategy. What are we doing? We’re giving Google what they want. We’ve giving them great, high quality content. We’re not doing these spun, low quality spammy articles.

When you start to put out great content into the world, SEO starts to happen naturally. People start to share your content. They’ll post it on their blog, they’ll re tweet it, they’ll engage with it. That allows that SEO to happen naturally which is really the ultimate goal of what we’re looking for.
So I’ll take you through an actual strategy, but I just wanted to check Dale if that idea or that concept was clear.

Dale: Yes, absolutely. The only thing is that some people may make the assumption of saying running workshops may work if you’re selling some type of information. But what about if you were selling spas or what about if you were selling wine for example? Can this strategy still work? I know you have a lot of different clients, so if you maybe can share a few examples of different businesses that are still using this strategy.

David: Yes. The idea or the concept to take here is you’re looking to start the top of this Content Contagion with some rich form of media. If you don’t feel like you can run a workshop, one thing that you could potentially do is get an expert in.
But let’s say you’re selling spas. You could create a series of videos that are like frequently asked questions. All businesses get asked questions by their clients. Maybe you create a series of videos of you answering those questions. Or maybe you could demo your top selling spas and talk about some of the different features and components of them.

A client of ours is a print management client. He talks about offshore printing and all of the different forms of printing. We went in there, it wasn’t a workshop. I sat with him on a couch and we just talked about different parts of his business and what are some frequently asked questions. Oftentimes if you’re in the business, you think the knowledge that you have, everybody knows that. Why would they want to hear me talk about the different features of spas? But that’s because you’re in it.

The potential client or prospect have got questions that they want answered. Really this Content Contagion is about answering questions and doing it preferably in a video format so it can then filter down. We’ve done it in multiple different industries. Info products it works fantastically well for but it could work just as well for a martial arts studio or a yoga studio. They could talk about the fundamentals of yoga. Sometimes it’s easy to put up a roadblock. If you’re looking for an excuse for it not to work you’ll find one. But the fact is you can apply this.

If anyone as they’re sitting here and wants to type something into the chat box, and say I work in such and such industry, I’d be happy to try and think of how you might create some content around that.

Dale: Ok. There is just one other question that has come up around this as well. What are your views around, let’s just use a broad term, article spinning, if you have the same piece of content and you’re putting it in fifty different places and there is specific software that you can use to do this. The other question that has come up which you can cover at the same time is around the idea of duplicate content. Does Google punish if you have the same content in fifty different article sharing sites? So if you just want to talk a bit about that.

David: Yes, the first thing when it comes to article spinning and creating a lot of these, typically speaking, very low quality articles, and when you’re spinning them you’re doing it for the purpose of making it ‘unique’ in the eyes of Google. So if they came across it they’d say, oh, this is a completely new article. A lot of that spinning software really isn’t that smart. What they’ll do is they’ll swap out synonyms. Some of them are a bit smarter and they’ll do sentences and things like that but the quality of the content is not good.

You have to think about what it is that we’re trying to do here. This is creating content for search engine purposes. It’s the idea that you’re doing it to manipulate the rankings. A lot of the opportunities that used to work very well don’t work nearly as well anymore. Google is definitely wising up to that particular strategy of creating this low quality content.

Not only that, if someone does happen to come across that article piece, those articles typically don’t convert very well. You’re not going to have someone read that article that sounds like a Frankenstein article and then say, wow, I want to click on the resource box and go through to the website to find out more about this particular product or service, because it feels like a bad article.

This means the article really is only getting created with the purpose of creating some sort of content spam to try to get your website to rank. That is specifically and explicitly the type of content that Google is targeting and saying we want to do something about. So you might get away with it now but like I said, a lot of those strategies are closing up. There are still some that will work well but you’re going against the fundamentals of what Google is actually looking to do. It’s much better to create good, high quality content.

As far as the duplicate content situation is concerned, if you think about the different places that I talked about delivering it, not once did I talk about having duplicate content. YouTube, when we’re cutting it up into pieces, all of those will be unique bits of content. iTunes, all of those pieces of content are audio now, so that’s not considered duplicate content. Then we transcribe it. The transcriptions and the video appear on your website. The transcriptions haven’t been used before and we’re also using the Wistia videos. If you want, you can use the YouTube videos and embed that into your site. That again is unique content that has not been used anywhere.

Now we turn those transcriptions into PDFs. That is a different format, so it’s not actually duplicate content. It’s another form of content. Then we pass it to a ghost writer. That ghost writer will then rewrite it or turn it into a well written report. So it’s new content again. So we’re using that and cutting that up into articles. At any one point in time, I’m not talking about mass syndication of duplicate content. I’m talking about repurposing of content and placing it in strategic places.

Dale: Alright, great. I’ll let you go through and finish your slides and then we’ll have just a couple more questions at the end.

David: Perfect. A good example of this, we ran a workshop called the Competition Crusher. We cut up the workshop, we uploaded it to our YouTube channel. We then took the audio, parts of the audio, split it out and posted it on my Podcast Interviews website, which is really my feed into iTunes. I then took the video, uploaded it to Wistia, that’s the video there and loaded it to my site, Melbourne SEO Services. I’ve got the transcript underneath there, so unique content. I took the transcripts and posted it over there.

I then gave it to a ghost writer. He rewrote it and we turned it into a website called australian internetmarketing.com. I made the PDF available and I also embedded the YouTube videos as well, some of them. I obviously keyword optimized all of that content.

I then took the transcriptions and the articles that I cut out from the report and then I started syndicating it to Scribd and some article sharing services. Article sharing services still have a little bit of weight. You just want to make sure you’re putting out good quality content. You can see there my

EzineArticles account, we’ve got close to 90,000 views there. Scribd is close to 25,000 views. You can use some other article sharing sites as well and just put out some good quality content across different sites. Do it manually and avoid some of those automatic methods, the article syndication software. That doesn’t work nearly as effectively as it used to.

Then you share it socially. As I’m posting this content, I’ll post it on my facebook page, on my Google Plus page, through twitter and getting some social signals and building up my social profile. I know at the moment, although it’s not a huge ranking factor, I know in time it will be more and more of a ranking factor, so I’m getting in front of that curve. It also gives me a way to engage with my audience.

That’s the strategy there and it’s worked incredibly effectively. We’ve been using it for over five years now and it’s about creating good quality content and syndicating it out through sources. I’ve got numerous case studies on obviously applying it to our own business but also clients’ businesses as well. It starts off with a workshop or some piece of high quality rich content and then you drop it out amongst those different platforms. That’s the Content Contagion method.

The good thing about this particular strategy is it Google proofs you. If Google does make an algorithm change, we’re not driving all of our traffic from one particular source. I’m not reliant just on organic traffic. Although this strategy drives an incredible amount of organic traffic through to our website, about a third of our content is organic traffic, about a third of our content is from referring sites. That includes YouTube and iTunes and Scribd and some of the social sites.

What we’re doing is we’re future proofing ourselves to any Google updates and not being single source dependent. A lot of businesses are like one-legged tables. They only have one strategy that they’re really applying. We saw that when people used to heavily focus on the Yellow Pages. Times changed and the Yellow Pages stopped being effective. People started heading to Google when they were looking for products and services. Almost overnight that whole industry died out. If your business was built solely on getting business through the Yellow Pages, you would be out of business.

That’s when people started to look to Google. A lot of people started doing Google but then there were all these businesses that built up their entire business solely benefiting from organic search. They were just driving all of their traffic from organic search. Then Google came out with Google Penguin and Panda and most recently Hummingbird and that changed the results. That caused a lot of businesses to go belly up because they were like a one-legged table. Once that one leg got knocked out, their whole business came crashing down.

That’s really what we discovered. I’ve seen so many different SEO companies go out of business in some of these recent updates and shake ups. They were so focused on just organic SEO traffic and not building out other sources of traffic and diversifying themselves. So it’s really a strategy that works incredibly well for SEO but it’s also a way to protect yourself.

A know a lot of this can sound like hard work and I covered a lot material here. You might say, oh, what, running a workshop, cutting it into pieces, loading it on all of these sites, that all sounds like hard work. One thing, business is hard work and there are no short cuts there. But you can build a team to do a lot this work for you. This is the 80:20 here. You can focus on the twenty percent that gives you eighty percent of the result. Where you add value is by creating that content at the top level. Then you build a team behind you.

I know Dale has talked about in some of the Business Blueprint workshops building up virtual teams whether in the Philippines or Malaysia or other emerging economies. There is still some great talent out there. You can even hire people over in the States for very good money. There are probably a whole lot of people who have just been laid of from the government right now who would love some work if they were working virtually. So build a good team behind you to help create and syndicate this content.

Again, you don’t have to follow my method exactly. I want you to take the concept behind this and then build your own system. Maybe you say, oh, look in my particular industry, Pinterest is more important. Pinterest works incredibly well because I’m targeting middle-aged women and they’re very visual and you’re selling clothing. Ok, maybe one of those channels is Pinterest. Maybe you sit there and say, oh, Scribd isn’t quite right for me. Ok, maybe you swap that out with HubPages. There are plenty of different ways to do it. It’s the idea behind it and then turning it into a system so that you can focus on what it is that you’re good at.

To think about simple systems and this comes from my stock market days. I’ve realized, probably only in the last year or two that this is probably one of my competitive advantages. This is one of the reasons we do so well at what we do and why I have a lot of people listening to the methods and processes. I have a great way of systemizing things.

I’ll give you an example here. One of the rich ways or rich media formats that I use to create content is by interviewing people. You’ll see the interview I did with Dale. We transcribed that, that got posted, it’s on my site. We uploaded it to iTunes. It got transcribed and then it was on Podcast Interviews. It’s on my website as well.

We actually create a very simple system for the way that this works. It’s almost hands off for me. Here’s an interview I just did recently with a lady called Laura Betterly. This is a snapshot inside my system called Asana. Asana is just like Basecamp, it’s a project management software. But it’s about creating a hands off process.

My work is to record the interview. That’s my twenty percent. Then I drop it into Dropbox and I let my team do the rest of the eighty percent. Look, you can see right up the top there, Dave dropped recording in Dropbox. I tick that and then I tag the next person in the sequence, who is Ffrank or Ash. I tell them right, now I want you to clean that audio up. Put an intro, put an outro, run it through Auphonic, make sure it’s all clean. Then assign it to Aris.

Aris gets a note and says, the audio is done in your Dropbox. He then uploads that to Amazon S3, then he comes back and posts the link inside Asana here for me. Then it gets passed to my Mum. My Mum does all of our transcripts. So she transcribed the interview I did with Dale and all of the other transcripts that we do, she transcribes them. That all comes back and then it gets assigned to MJ. MJ then takes that and posts it on Podcast Interviews. What you see there is a simple system that works hands off from me. I just do my twenty percent upfront and then the team takes over.

If you think about systemizing your business like this, you will be amazed at what you can achieve. You start to focus on what you’re good at. This is really what I’m starting to realize is my skill, my true skill. Sure I know SEO and I know online marketing and I know all of that work, but what’s made me effective is taking these ideas and then turning them into systems and then getting my team to implement.

Where to from here? This is pretty much the final slide here: it’s easy as one, two, three. Start off by taking all of the strategies we talked about at the start of the session here about SEO. Do the on-page optimization for your website. Think about your target market, find all the keywords they might be typing into Google and list them all out on a spreadsheet. Then look at all of the pages on your website that you’ve got and assign keywords to pages. So each page gets one keyword and then you put it in the relevant places that I talked about. Get all of your on-page optimization right. You might even get yourself a copy of that Yoast SEO plug-in so you can set up your Google authorship. That’s step one.

Dale: A quick question on that which came up. If you’re not using WordPress, how can you still get that same effect?

David: Yes, there’s a particular bit of code. You can google it, it’s called the rel=author code. It’s just a bit of code that you have to drop in. The plug-in does it for you automatically. If not, just go to somewhere like oDesk or Elance, you can even come to Melbourne SEO Services. We do that type of work. We have some hourly package rates where we’ll do odd jobs on your website. But you can go anywhere, it doesn’t have to be with us. Just talk to a web guy and you’ll find online there are some really easy tutorials. It’s quite an easy process.

Dale: Ok, cool.

David: Yes, so you get all of your on-page optimization right. Then I’d think about creating this rich content. If you don’t want to run a workshop, maybe go get an expert to run it for you on your behalf and you pay them to create the content. If you don’t want to do that, maybe you do interviews. Maybe if you don’t want to do that, you head over to some forums and find out where people are asking questions. Maybe you rip all of the questions off the forum and make a series of videos answering questions from people in your target market, whatever rich form of content you want.

The real key here is if you can start with video it’s best. If you can’t do video for whatever reason, go for audio. Then create a content machine, just like I’ve done and I’ve shown you here. Just find a content machine that works for you. That’s pretty much it. That’s my strategy and it’s been working for a very long time now. It’s got such legs I almost can’t turn the traffic off now, not almost, I can’t. The traffic just keeps flowing in.

Even if I stopped doing everything today, the traffic keeps driving. It’s not just from Google, it’s from about six or seven really strong other sources that are giving me great quality leads. That’s the other thing, because I’m not submitting out low quality spun bad articles, that if someone did discover they’d just say, oh, that sounds terrible, I’m putting out great quality content that people read. It’s that breadcrumb and then they see the call to action at the end and then they come back to my site.

Now they’re pre qualified so I’m getting great, high quality, pre qualified traffic coming through to the site and then I try to get them into my funnel. I’ll get them to opt in to my newsletter and then start to engage with me in social media. Then I can start the education process on how I might be able to help them. That’s it.

Dale: Fantastic. You provided a lot of great content during the webinar, so thank you so much. You mentioned that you have some packages and you’ve been obviously not trying to sell your services during the webinar but the reality is people may want to work with you and get some things done. So could we, just an ad hoc type thing, where they could just purchase an hour or two of your time. Then you have obviously certain packages where you can manage it for people But if people want to know more, how can they contact you and just very quickly who are the ideal clients you work with?

David: The best place to find us is melbourneseoservices.com. I link from there to everything. You can also engage with me there on twitter or there are quite a few different social media platforms I’m on. I’m very accessible. So if you’ve got questions and you want to follow up with me, you can. I’m happy to help and I really respect what Dale has actually built. So anything I can do to help you guys I would love to.

As far as the ideal client for us, we’ve really got two types of people. There are either the people who want to do it themselves and we have some home study options. Obviously I record a lot of content and run workshops. I actually use it for internal staff training. So I’ll run a workshop on SEO that I use to train my staff. If you want that and you say, hey, I want to learn how to do it, then we’ve got some home study options available. This is particularly around the outsourcing and systems building, SEO and web video. They’re my three main core strengths.

We also have some ‘done for you’ type services. Those services are best for medium sized businesses. Most of our packages start at around $1500 a month. We do a bit of pre qualification upfront to make sure that we’re going to get a great return for the client. If you’re selling a $10 widget, you’ve got to sell a lot of $10 widgets just to reach break even, so we might not be the right fit.

But if you’re a dentist, you pull out a couple of teeth and very quickly you get to break even. So we do a bit of pre qualification there. Then you sort yourself if you’re more of a done for you or a do it yourselfer.

Dale: Fantastic. Thank you again for you time. The website, if you’re listening to the audio, is melbourneseoservices.com. There is a stack of content on that website as well. You can also find the link there to the YouTube channel if you want to consume even more content. But you’ve got a great summary in this webinar of SEO and really what you need to know and what the latest changes are.

So I did my best to ask as many questions as I could on your behalf with the time we had. If you have any additional ones, then you can contact David directly or you can jump onto our private facebook group for Business Blueprint members. Between me and the rest of the members, also I can always ask David if there’s a certain question that I don’t quite know the answer to, we’ll get back to you as soon as we possibly can. We’re going to wrap it up right now, just to say a big thank you to Dave from Melbourne SEO Services for your time. Thanks so much David. I really appreciate it.

David: Pleasure.

Dale: Alright we’re going to wrap up now. Thanks very much everybody and head to the facebook page if you’ve got more questions and we’ll chat to you there. Time for me to go back and get a few more hours of sleep before I need to wake up. It’s clearly night time almost for everybody back in Australia. So enjoy your rest and we’ll chat to you again soon. Thanks everyone. Bye for now. See you David.

David: Thank you.


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