Chris: Hi and welcome to the SEO Podcast Unknown Secrets of Internet Marketing.
My name is Chris Burres, owner of eWebResults.
Chuck: I am Charles Lewis, your Client Results Strategist.
Chris: Welcome back to another fun-filled edition of our podcast, this is podcast number
--
Chuck: 366.
Chris: 366!
Chuck: Yeah, we officially have one more than enough to give you a podcast for every day
of the year.
Chris: Every single day of the year.
It sounds like pure joy to me.
I don't know what it sounds like to you.
It's one every day skipping 130.
Chuck: And 280.
Chris: And 280.
So we need one more and then we're good.
As always we do have a tip from our previous podcast and that tip is, "Be socially active
on the platforms where your target clients are active."
Chuck: Look, if you're gonna spend time on social media like Facebook, Instagram,
Twitter, or whatever your social platform is, choose the one where your clients are
actually sharing content, engaging in content, commenting on content, liking things.
That's where you wanna be putting your social activity the most, where your clients are
active.
Chris: Subscribe and follow please.
As always, please remember, Chuck and I, we're here filming in Houston and we are your friendly,
local neighborhood --
Chris & Chuck: Top Position Snatchers!
Chris: And our mantra is --
Chuck: Do not be a douche.
Chris: Don't be a douche.
It is a bad look.
We have agreed, we had a meeting about it, we discussed it, we passed it around the team,
and we decided --
Chuck: It's not a good look.
Chris: It's not a good look.
Chuck: Yeah.
Chris: Not a good look.
Hey we've got an article today.
Chuck: Got a great article today from Jeremy Gottlieb and the good folks over at Moz.
Moz article today.
He says, "Helpful tips for doing search in a low-volume niche."
As in whole podcast freestyle, probably make a little bit more sense now don't it?
Chris: Yeah.
Chuck: Yeah.
So, "Helpful tips for doing search in a low-volume niche."
And so I think this is great 'cause we come across clients all the time who just don't
have much search volume, and so we need to figure out ways to handle that.
Chris: How you service them and give them great results.
Chuck: Exactly, so we will get into that in a minute.
Chris: Absolutely.
If you're in a position to, you have some sort of electronic device, we ask you to tweet
now.
What should they-- Chuck?
Chuck: You should tweet us, right?
Make sure you use the hashtag #SEOPodcast, this is number 366.
Tag us in it, @eWebResults, @BestSEOPodcast, that way we can follow you back and do all
of our social networking stuff.
Chris: Excellent.
Chuck: Well at least the Twitter portion of our our networking stuff.
Chris: If you have never listened to the podcast before, howdy.
Chuck: Shame on you.
Sorry.
Yeah, howdy.
My bad!
Chris: Smack!
Kick in the shins!
Alright, treat them gently, it's their first time.
Chuck: Yeah.
Chris: If you've listened to this podcast before, you know the section that we're
going to skip.
Chuck: Yeah.
Chris: We are skipping that section today because the way this works, we run a little
tiny contest, if we get 10 shikos --
Chuck: A shiko is an eWebResults branded term for social engagement.
It stands for shares, likes and follows.
Shiko.
Chris: If we get 10 of those and we get a review, then we skip the section where we
tell you how to leave a review for us.
We did get 10 and we did get a review, actually 3 reviews.
So we are in fact gonna skip that section.
Chuck: Skipping that section.
Chris: We will however tell you how to shiko us, and there's all the platforms, you can
find our profiles there.
They start with Facebook.com/
Chuck: eWebResults
Chris: YouTube.com/
Chuck: eWebResults
Chris: Twitter.com/
Chuck: eWebResults
Chris: Instagram.com/
Chuck: eWebResults
Chris: LinkedIn.com/company/
Chuck: eWebResults
Chris: All of those will take you to our profiles on those platforms and you can shiko us please.
If you're a PHP genius or a WordPress guru, we're probably looking for you.
Go ahead and call, and leave an audio résumé, 713-510-7846.
If you sitting out there, listening to this, would like a free comprehensive website profit
analysis --
Chuck: Profit analysis.
Chris: Profit analysis.
Then go ahead and get to our website eWebResults.com, click the green button.
Chuck: If you don't know if you need a profit analysis, ask yourself these questions, does
your site make you money?
Chris: Yeah.
Chuck: Just that one question.
Chris: Start there.
Chuck: Ask that one question.
Chris: And in the next one goes, do you think it might be possible that your site could
make you --
Chris & Chuck: More money?
Chuck: Yeah.
Chris: If you-- if it's like maybe, then fill out that form.
Click the green button, fill out that form.
Chuck: If your answer isn't yes and then no, then yeah, you should be reaching out.
Chris: Yeah, absolutely.
Alright.
So we do not have any Algorithm Cataclysm.
Chuck: No Algo Cat today.
Chris: So, I'm thinking that we should do...
Let's do reviews first.
Chuck: Okay.
Chris: I feel like a review.
I'm happy that I didn't have to put a tattoo on.
The first review is from Daniel Martin, and it is of course --
Chris & Chuck: 5 stars!
Chris: And literally the start of the review says --
Chuck: 5 stars!
Chris: Literally it says "5 stars."
Chuck: "5 stars (in high pitched voice)," and in parenthesis.
Chris: "Best info on SEO, WordPress builds & plugins just entered the 1-365 club with
marathon binge listening."
Wow.
Punch in the face to you, that's --
Chuck: That's awesome.
Dude, I did that with Scandal on Netflix, so that's what's up.
Chris: Yeah.
That's-- thank you, Daniel, that's awesome.
"Maybe one day I'll be able to take my extensively knowledgeable keyword research expertise and
convert it into a--"
Chuck: Extensively knowledgeable keyword research expertise.
Chris: Yes.
It was hard for me to read that first time.
"And convert it into a high-paying job @eWebResults."
Hey, well you may not be a PHP guru, but we still might be looking for you.
Chuck: He's local?
Where is he located?
Chris: He doesn't say.
Doesn't say.
Let's see, "I'll get to the first page of YouTube results-- I'll get you to the
first page of YouTube results if you can get me through next week's podcast.
Don't be a douche, THEGREENCABBY."
Chuck: Punch in the face to you.
Chris: Punch in the face.
Chuck: Not entirely sure what it all means.
Chris: Yeah, send us an email.
Chuck: Yeah, we're gonna need some more information.
Chris: Podcast@
Chuck: eWebResults.com
Chris: And we'll hit you back, but punch in the face for leaving us a 5 star review
that says 5 star in it.
Chuck: Yeah, appreciate the review.
Chris: That's pretty cool.
Next review is
Chris & Chuck: 5 stars!
Chris: It's from Kenneth Calhoun, punch in the face to him.
I had a great conversation with him.
Chuck: Kenneth Calhoun, it sounds like an awesome name, he sounds important.
Chris: Yeah, yeah.
His entire review is --
Chuck: Kenneth Calhoun sounds like he makes decisions for people.
Chris: Yeah, his entire review is just the 5 stars.
He was too busy to actually leave a review, so he just --
Chuck: Oh, he just-- so that's it?
5 stars?
Chris: Just 5 stars, that's it.
Chuck: Hey, it's right to the point.
Chris: Our next one--
Chuck: That's Kenneth Calhoun, right to the point.
Chris: Yeah, he has no time.
My next one is-- first off, punch in the face to Richard Munt, he's with BreakCaliperSpecialists.UK.
Chuck: Okay.
Chris: I've been having some great conversations.
He's a business owner in the UK, he's doing Lean Six Sigma stuff, he's doing really
cool stuff for his business.
Chuck: Okay, that's what's up.
Chris: And some of the cool stuff he's doing is listening to our podcast and implementing
it, and now he's trying to move out of that role a little bit, and I'm trying to convince
him to move out of that role a little bit, and his review was of course --
Chris & Chuck: 5 stars!
Chris: It says, "Enjoyable--" the title is, "Enjoyable show, and... you learn something!"
And the text is --
Chuck: Nothing like learning and having fun.
Chris: Yes.
The text is, "I thought I was great at SEO and that there wasn't much you could teach
me that I didn't already know.
If you're like me, then listen to this podcast and you'll find lots of knowledge gaps you
thought you didn't have.
It is all bite-size stuff I suppose, but kind of low-hanging fruit stuff too.
So if you have the chance to implement even a small portion of what you can learn on this
show, then you can benefit from the effects of great SEO, really quickly."
Chuck: That's what's up.
Really quickly.
He got it, like we purposefully go after the low-hanging fruit, the bite-sized nuggets
that you can absorb and walk away with an action item, versus hitting you with some
whole bunch of advanced stuff that frankly you'll just need help with.
Chris: Yeah.
You know why we go after the low-hanging fruit?
Chuck: 'Cause it tastes the same as the high-hanging fruit.
Chris: That's part of it, absolutely.
Chuck: And it does require a ladder.
Chris: Yeah, 'cause the ladder's expensive.
Chuck: The ladder.
Chris: That's why, the ladder is actually expensive.
Chuck: Exactly.
Chris: Punch in the face to you Richard.
I'm gonna talk to him in a couple more weeks.
Excited to be talking to him, we just have great great conversations.
The last one went way too-- it was this morning.
Went way too long like from our schedule perspective and the right amount of time for all the brainstorming
we did.
Chuck: Got news?
Chris: Yeah.
Why don't you-- I'll do news first 'cause yours is usually more related.
So the first news I have is, four major firms pull millions of dollars in advertising out
of YouTube, and they did --
Chuck: Out of Google, but out of YouTube, but out of Google.
Chris: Yeah, out of Google.
So really what it was is their ads were showing next to videos of extremist, extremist videos,
and they're like, "Ah, we're not really kosher with this."
Chuck: I saw that, and I was explaining it to my wife, 'cause she was like, "Oh,
I would pull mine too."
Then I was like, "Well, hold on sweetie.
Understand that the way YouTube's algorithm works, and Google, if those videos are showing
next to those, that's because whosever's watching them has looked at those, you know
what I'm saying?
And they're being fed recommended content based off of their previous browsing experience,
and so --
Chris: So you could be an extremist and Jordan lover.
Chuck: Exactly.
Chris: And so maybe you should have Air Jordan ads on there.
Chuck: On the next extremist video.
Chris: Yup.
Chuck: That's just how it goes, and so what that really means is the people who are complaining
might need to check their browser history.
It's what I was looking at, 'cause frankly those firms who pulled out, Verizon and AT&T,
they could easily hire somebody like us, even though I'm pretty sure they have somebody
on deck managing their paid ads to go check that box that says, "Don't display my
ads here."
You know what I'm saying?
Chris: Right.
Chuck: Like it's that simple, pulling out budget is a political move and meant to prove
a point, because that's not the answer to their problem.
Chris: Yeah I think--
Chuck: In my opinion.
Chris: Yeah, I think on YouTube though-- 'cause this was specifically out of YouTube, you
may not have-- like there isn't an extremist category, right?
So you can not show your videos on-- whatever, on people interested in construction or whatever.
So I think that was part of the problem, and then you know, it's just another of this
bad news kind of stuff, false news, and getting a handle on, "Okay, we've got to be able
to categorize these and make sure some people aren't marking up there."
Chuck: I get it.
Let me ask you this though, AT&T, Verizon, and those who pulled out, if said person,
who's interested in fake news and all of that stuff, still needed cable, internet and
phone --
Chris: Would you stock them?
Chuck: Would you sell it to them?
Chris: Yeah.
Chuck: And my guess is that said extremist, said racist person, whoever it is, all the
money's green and you'd probably take it.
Chris: And you'd take the green.
Yup.
I would agree with that.
This is interesting, so SoundCloud, that's actually one of the places where we host our
podcast.
Chuck: Punch in the face to SoundCloud.
Chris: Secures a $70 million line of credit.
They weren't actually able to raise $100 million, so they did get $70 million.
So, good.
You'll be able to listen to us on SoundCloud for another week.
Chuck: Yeah.
Chris: It's probably two weeks or something, I don't know.
And then one of the notes was --
Chuck: Why do you need $100 million line of credit?
Chris: Well, they're not profitable yet.
Chuck: I know they're not, but --
Chris: And they've got some massive server farms.
Chuck: So, for hosting?
Chris: Yeah, server farms.
You know, think about how much --
Chuck: Got a $100 million hosting package.
Chris: How much data they're sending.
Chuck: Yeah, I know.
I upload the gigs every week from the radio show, and so I get it.
We're uploading every week, and that's just two of us.
Chris: Yeah.
Chuck: So, I can imagine how many other people...
Chris: Yeah, it's not Google's-- where there's Google right now, they're at like
300 hours of content every minute.
Chuck: Yeah.
Chris: Crazy, and then this last one, I just thought it was fun.
They wanted to make sure to get the message out there in case you didn't know, the FBI
does not call you up and ask you for money.
Chuck: Back to what you were just saying, I read this recently, YouTube is at a 156
hours every minute.
Chris: Oh, 156?
Chuck: Of YouTube video content uploaded every minute.
Chris: Of new content.
Right.
Oh I thought-- Okay.
I had heard a different number, but somewhere between 150 and 300 hours per minute.
Chuck: Yeah, exactly.
Chris: Yeah, and it won't take long to get to 300.
Chuck: Yeah, if it's not already at 300.
Chris: Yeah, so if the FBI does call you and in any way asks for money, then you should
hang up.
Chuck: Yeah.
Chris: 'Cause it's probably not the FBI, and if said FBI person has an Indian accent,
you should hang up faster.
Chuck: Yeah.
Chris: Alright.
That is my news.
Chuck: So, my news.
We were talking YouTube earlier.
So, YouTube is discontinuing annotations editor.
Chris: Okay.
Chuck: They're getting of it.
Chris: 'Cause they don't work on mobile.
Chuck: Well, I knew that.
They don't work on mobile, and once mobile became kind of the primary device of use,
annotations began to go down.
As of May 2nd you will no longer be able to add new YouTube annotations to your videos
or edit existing annotations.
All you'll be allowed to do is delete existing annotations.
They plan on letting the one's that's there continue to run on desktop devices,
they won't show on mobile at all.
Chris: Right.
Chuck: And so I get it, but what they did was, you know, they rolled out this stuff
called End Screen Cards, and so those had a-- the number said they had a 60%-something
increase in usage.
Chris: Right.
Chuck: Meanwhile the annotations had a 70% decline in usage.
So stop doing those and focus on these.
Chris: Yup.
Chuck: Make sense.
You were talking $100 million, what was that?
Chris: $100 million?
Chuck: Who tried to get $100 million, but they only got $70 million?
Chris: SoundCloud.
Chuck: SoundCloud.
So, let's talk about Yext.
Yext just filed their IPO.
Chris: Right.
Chuck: Right?
Long awaited $100 million IPO.
Yext has been on a path towards an IPO for quite some time.
On this past Monday, the company filed an S1 form with the FCC seeking to raise $100
million.
Good luck Yext.
Chris: Yeah.
Chuck: Hopefully that works out.
Chris: Yeah.
Chuck: We'll see, you know what I'm saying?
That's my news.
Chris: Very cool, they've got great marketing, great software package.
Chuck: Well, so dig this.
The key thing is, they filed their IPO with the phrase-- it wasn't about management
listing, they're going more after search and knowledge.
Chris: So that was the potatoes.
Cool stuff about Yext.
Now it's time to get into the meat.
Chuck: Want to give a punch in the face to my guy Jeremy and the good folks over at Moz.
Chris: Boom!
Boom!
Chuck: He posted this article, "Helpful tips for doing search in a low-volume niche."
Right, how many of you guys are in businesses or in industries where there's just not
much search volume.
Right?
A whole bunch of competition.
When you search, there's a billion results, but not many people actually searching.
Right, this article is for you guys.
Chris: Did he give some examples of like industries where that specifically applies?
Chuck: Well, he didn't, but what he did say, it's typically found in most --
Chris: Let me get the number.
There we go.
Chuck: There you go.
He says, typically found in most B2B businesses.
Most B2C, they tend to have plenty of search volume, but most B2B stuff, search volume--
Chris: Can struggle.
Chuck: Can struggle, exactly.
Chris: Absolutely.
Chuck: Matter of fact, he starts off by saying, "But what about those who work in the low-search
volume niches typically seen in B2B, or with companies pioneering a new product or service
that no one really knows about yet (so they obviously can't be searching for it)?"
Chris: Yup.
Chuck: He says, "This post is for you, the digital marketer who toils and struggles to
drive search visibility where there hardly is any."
He's absolutely right, man.
We come across these issues frequently.
Chris: I got one right now, and we'll see if we can apply it to the rest.
Chuck: Okay.
Chris: So, I've got a client, a prospect who called us.
He actually seals decks right now, so probably good search volume.
Chuck: Seals wood decks?
Chris: Wood decks, right.
Chuck: Okay.
Chris: So probably good search volume for that, but he doesn't like doing it, doesn't
want to do it, and he wants to do something in his niche that he's defined for himself,
it's stairwell refurbishment.
So you got your staircase or stairwell, and it's got rod iron and you want wood, or
it's got wood and you want iron.
Chuck: You want iron, or you want tile, or whatever it is.
Chris: Whatever it is, and so I don't-- I didn't actually even do a search volume,
I think he's already done search volume, and he's like, there's no search volume.
This is a total education--
Chuck: Nobody looks for-- unfortunately he's looking for the same person who wants to redo
their floors.
Chris: Yup.
Chuck: That's who he's looking for.
So, okay.
Chris: So, he's got to educate the audience about, "Hey, you could get your-- but you
don't have to redo your whole floors or everything, why don't you redo your staircase,"
'cause often that's a centerpiece-- anyway.
Chuck: Interesting, interesting concept.
So, but yeah.
The challenge is, without search volume, how do you still get those results, right?
Chris: Yup.
Chuck: And so that's what Jeremy was trying to address in his article.
He had a few tips, there's actually three of them.
His first one is, "SEO."
Chris: Right.
Chuck: Right, we're talking about sites then, why would SEO be a tip when we're
talking about a situation where there's low search volume.
That's because he understands that we understand, and I'm hoping that you guys understand
that SEO is necessary regardless of what type of search volume you have.
When and if people do search, you need to be found.
Chris: Absolutely.
Chuck: And that's just what it is, and so he goes on to say, "In order to reach greater
heights via SEO, you need to make sure the foundation of your building is in order.
And what I mean by 'foundation' is the technical structure of your site."
So, he's kinda comparing your site to a building, and he's absolutely right.
Before you can really start doing SEO, right?
Like building this building, and getting your walls up, and doing the framing, and putting
your roof on, and all of that kind of stuff, you need to make sure that your foundation
is good, that your foundation is the right thickness, that it's level, that your plumbing
is already set up, that kind of foundational level of work is what he's referring to
in regards to those industries that have low searches.
He says you need to do that, he says, "Is the link profile clean?
Does your site have a strong internal linking?"
He says, "Does the site appear trustworthy and informative?"
And he's absolutely right, like these are things that you need to have in place on your
site, right?
The right linking profile, you got all your consistent map information, your cross-linking,
your main pages to your blog, to the related blog post with keyword text and kind of non-keyword
text.
A good combination of both.
Are you doing all of those things?
He says, "Targeting some transactional queries," right?
Still talking SEO.
In regards to those queries, he says since it's low-search you really need to go after
searches that have a higher likelihood of becoming a transaction.
He says, go after those transactional queries.
He says, "Establish which queries are most vital to the organization," right?
So which ones generate the most traffic, which ones lead to the most conversions, right?
Chris: Right.
Chuck: Right, which ones help explain-- which ones guide people down the next path they
need to be taking.
Those are the types of queries and keywords that you really want to be optimizing for.
He also says, "Target your higher-funnel queries," right?
So, some of those are transactional, but then he says since it's low search volume, target
the one that's not that related but semi-related, because they have a lot more search volume,
and they get people into your funnel.
Chris: Right.
Chuck: The challenge with those is that it's just difficult to rank for them.
Chris: Your conversion ranks-- yeah.
Chuck: Well, it's gonna be difficult to even get to page 1 so you can experience a
conversion rate.
Chris: Right, right.
Chuck: But that's the type of content you need to have there.
Second tip.
Chris: Number 2!
Chuck: In regards to "Helpful tips for doing search in a low-volume niche," environment.
Number 1 was make sure you're doing, "SEO."
Number 2 is make sure you're doing, "Paid search."
Right, 'cause at the end of the day there's low search volume, and if you haven't completed
your SEO yet, then you probably couldn't be found even if they did search for you,
and so you compliment that with paid search.
He goes on to say, "Using paid search for Google or Bing AdWords in conjunction with
an organization's SEO efforts will assist the company's bottom line."
He's absolutely right, but dig this, the main tip is "Bid on your money keywords."
Right?
Because since there's low search volume, since there's not many people looking, you
need to be putting your budget in the places that's gonna generate the best possible
result, and that's your money phrases.
I'll say this, use PPC to support your messaging, right?
So maybe you do rank, right?
But maybe you're ranking and your description-- or for whatever reason you don't want to
change it.
Chris: The banister, right?
So, hey, "Banister," "Redo your staircase," "Improve your home," "Look and feel,"
and maybe you don't have that-- maybe there's-- Google's actually driving the description
that's ending up in the SERP so you can actually control that, yeah.
Chuck: Exactly.
Or maybe in a case where we've been kind of debating internally a lot about kind of
doing paid ads when you already rank well.
In the case of Stair Guy, right?
Maybe he ranks for flooring, or some hardwood flooring, or something like that organically,
then I'd probably do a paid ad that said, "Only do your stairs," or something like
that, so we could control the messaging, they could see duplicate listings, kinda increase
our strength, increase our credibility, and we can control what they actually see and
believe.
Chris: Yeah.
Chuck: But the point is, take advantage of pay-per-click when you're in those situations
that have low search volumes because that's another opportunity for you to be available.
He says matter of fact, while you're taking-- not only, "Bid on your money keywords,"
but take advantage of the RLSA, that's your remarketing list for search ads.
So anybody who's hit your website, make sure you have your remarketing set up, is
what he's saying, and he didn't say that here, but I'm gonna say it, make sure you
do that on Google and Facebook.
Like take advantage of remarketing and retargeting in both locations, because when there's
low search volume, you need to put your website in a position to be in front of those same
people who may not be searching, but still may be relevant to what you offer.
Chris: Absolutely.
Chuck: Last one, number 3.
Chris: Number 3!
Chuck: We're talking about "Helpful tips for doing search in a low-volume niche."
His first one was, "SEO."
Second one was do PPC.
His third one is, "CRO," it stands for Conversion Rate Optimization.
We kinda coined it as SEVO.
Chris: Wait, that's my title.
Chief Results Officer.
Chuck: Yeah, the Conversion Rate Officer.
Chief Results Officer.
We call it SEVO.
Right?
Search Engine Visitor Optimization, same concept, and the concept is basically, once that visitor
gets there, what do they do after that?
Chris: Make sure you do something…
Chuck: And how do you make them do that?
He goes on to say, "It's not uncommon for organizations operating in a low-search
volume niche to have a fairly long sale cycle.
The endgame of what we're trying to accomplish here is to drive people from an informational
mindset to a transactional mindset."
He brought up a point that I hadn't thought of that is truly truly accurate.
Chris: Oh, I like that.
Chuck: Usually in cases where there is low search volume it's 'cause it's a very
lengthy process that you're dealing with, and so if you're in that situation, then
you need to-- in regards to your conversion rate, first thing is to understand that you're
probably not gonna get a one-visit conversion, right?
Chris: It's just not gonna happen.
Chuck: It's just not gonna happen, and so if you understand that your people need to
be educated first, then you create your process on your site, you create your funnel to compliment
that, that guides them down that process.
Maybe instead of a contact, they get a free white paper, that begins to educate them.
That leads them to a newsletter that they may receive three or four times before they
finally get a phone call where you can kinda go in for the close.
Yeah.
Or whatever your sales funnel looks like, make sure that's deeply embedded in your
site for the sake of conversions, because if your site doesn't compliment the sales
process and the sales funnel, then when people do convert, you won't know how to handle
them, they won't understand where they're at, and they won't get the best value.
Well, how do you do that?
I added this on here, and I say this because we talk about it frequently, dude, your call-to-actions,
your credibility builders, your USPs, all of those things, all of these elements you
have on your site should in some shape, form or fashion speak to your sales process, and
then guide people through your sales process from your site.
Chris: Right.
Chuck: So that way whenever they convert, whether it was a newsletter subscription,
or a white paper download, or contact form submission, or whatever it was, at least you
understand where they're at, and what the next step for them is.
Take advantage of understanding what your sales process is, and lastly, test and measure.
Chris: Oh yeah.
Chuck: When you're talking about Conversion Rate Optimization, you wanna make sure that
you're testing and measuring constantly, like you gotta be willing to tweak and make
adjustments whenever it's necessary.
Chris: Yeah.
Chuck: And you can only do that if you're testing and measuring, if you're looking
at the conversion, if you're looking at clicks, and if you're seeing what's working
and what's not working.
Chris: Good rule of thumb is, every 30 views.
Chuck: Yeah.
Chris: If you get people to that page 30 times and they don't take the action you want,
make an adjustment.
Chuck: You should probably make an adjustment.
A button color, an ad text change, an image change, maybe a button placement change.
So he's right, and if you wanna couple that, I would say, with some additional data like
some heat maps or some click maps and things like that, so when you do make a change it's
not random, it actually has some logic supporting it.
Chris: Absolutely.
Chuck: I'll close off with this.
This is his last thing.
He says, "When an organization cannot bank on large enough search volume in its particular
niche to provide a necessary runway for growth, it needs to think creatively about how to
best harmonize organic and paid search channels."
He's right, and we said it.
We said it before, we said again, if your search volume is low, and you know your search
volume is low, then be prepared to invest in resources in other areas.
You're gonna have to find that traffic in some other places.
Chris: Yeah.
Chuck: Paid search is a great place, social media --
Chris: We gotta convert traffic is the reality, you gotta educate --
Chuck: The reality.
That's why his third one was conversions, because this is about taking advantage of
the little traffic you do get.
Chris: And when I say convert traffic I mean conversion obviously, right?
That makes perfect sense.
I'm talking about, you've got to be marketing in places where your target audience is, where
they're at, and like they may be --
Chuck: Oh, convert them from where they're at to a site visit?
Chris: Right.
So in the banister case, they're looking at how do I do it myself floor, and then you
got an ad there saying, you know, don't redo your house, just redo your banister,
right?
And so boom, you're getting them converted into-- so you gotta educate them, that's
the challenge with this typically, and then also, I think on these lower search volumes,
just be willing to-- you know it's gonna be a longer sales cycle.
You probably already know it's a longer sales cycle, so maybe you need a softer initial
capture.
Chuck: Softer lead capture, a trip wire.
Come up with a free download, come up with a store visit, come up with a-- you know,
something that's not as aggressive and intimidating to commit to up front.
Chris: As call now.
Chuck: Exactly.
It's a longer sales process.
Maybe it's just committing to the next meeting even, you know?
But you need a softer lead capture for sure.
So punch in the face to you Jeremy, great article man, "Helpful tips for doing search
in a low-volume niche."
Great article, we'll get this posted.
Chris: Really good stuff.
Alright, do we have any What News?
I feel like there's enough stuff that's gone on.
Chuck: Yeah, probably I thought to do something political, but we'll let that pass.
Chris: Alright.
So, if you liked this podcast, we're gonna ask you to do one thing.
Chuck: Three things.
Oh.
Chris: That's three tasks, so three things, and that is to share this podcast with three
people.
Just share it with business owners, share it with people who are in the industry.
Chuck: People who could benefit from this same type of content.
Your circle of people who you know, who could benefit from learning about what to do in
a low-search volume type industry.
Yeah, share the podcast with them.
Tag us in it, tag them in it.
On Facebook, Twitter, or your favorite platform.
Chris: Absolutely, and if you're looking to grow --
Chuck: Appreciate it.
Chris: If you're looking to grow your business with the largest, simplest, marketing tool
on the planet --
Chuck: The internet.
Chris: Call eWebResults for increased revenue in your business.
We have a program that is called Instant Leads!
Chuck: Leads leads leads...
Chris: Guaranteed!
Chuck: Teed teed teed...
Chris: This is where we focus on pay-per-click traffic.
That's landing--
Chuck: PPC, yeah.
Chris: PPC, right.
Landing on a highly optimized landing page so that it converts, 'cause literally if
the ad talked about something, and it landed on a page that talked about something like
--
Chuck: Banisters.
Banisters.
Chris: And banisters could even be more specific like, "30% off on your banister redesign,"
or whatever, and it lands, and they click it, then they're interested in the 30% off
banister, and then they land on a page that says that you really should have-- I mean
typical PPC rates-- conversions are you know, low 2%, 3%.
Chuck: Yeah, somewhere between 2 and 10, is where your target is.
Chris: We can get better than that because of the targeting ads.
So reach out for that-- to us for that, 713-592-6724, or just go to our website and fill out that
form.
If you're networking in Houston, and if you're a business that is in Houston, you
should be networking in Houston, go to UPSocialNetwork.com.
I'll keep that nice and short this time.
Please remember we are filmed live here at 5999, West 34th Street, Suite 106, Houston,
Texas, 77092.
If you want a video, transcript, or audio of this podcast, just go to our website, eWebResults.com.
David is doing a phenomenal job of making sure all the content's out there in the
right spot.
Getting it launched.
Chuck: Content, tips, transcriptions, audio, video, all of the above is all there.
Chris: And we just want to thank you guys.
You guys have made us the most popular internet marketing podcast on iTunes, in the known
universe.
Thank you very much.
Chuck: Appreciate it.
Chris: Yes.
Until the next podcast, my name is Chris Burres.
Chuck: Charles Lewis.
Chris: Bye bye for now.
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