The SEO Show: Digital Marketing Made Simple

Guardian Owl Digital Boutique's Elina Pereira and Riley Hook engage in an informational and entertaining podcast about the in's and out's of SEO, SEM, and all things digital marketing. Tune in every week to hear what's going on in the digital marketing world!

In Episode #1 Elina and Riley discuss on-page and off-page SEO , what it is and why they feel it is so important. They also briefly go over keywords and what they are.

Time Stamped Show Notes: 00:20 — Intro: Who we are 01:05 — Todays topic: What is SEO? 01:22 — Google runs the world 01:39 — Google looks for on-page SEO and off-page SEO 01:44 — Start discussion of what on-page SEO is 01:48 — Content is so important 02:03 — it also looks at HTML (title tags & meta descriptions) 02:22 — the architecture of your website needs to be optimized for google and also users (mobile friendliness & page speed) 02:47 — start discussion about off-page SEO 02:55 — Google loves trust 03:02 — Authority of website and bounce rate 03:17 — A good brand identity is so important 03:25 — Google also looks at location & social media presence 03:45 — Google basically has artificial intelligence 04:10 — Google can see your searchers previous history 04:25 — Quality and quantity of shares on social media matters 04:55 — What are keywords? 04:57 — They are the foundation of SEO, they are so important to get more traffic to your website 05:20 — Keywords are the search terms that users like to put into google 05:38 — You want keywords throughout your website 05:43 — You want your keywords to be unique 05:55 — The higher you are on google, the more likely you will be to get clicked on 05:58 — The top 5 results on Google get 75% of the clicks 06:20 — Thank you for listening to this week’s episode!

In Episode #2 Elina and Riley talk about re-marketing, email segmentation, behaviors, conversion rates, and much more.

Time Stamped Show Notes: 00:05 — Intro  00:21 — Topic of today: re-marketing and what is it  00:50 — can be annoying but it is affective  00:55 — Riley’s personal experience: Reebok shoes  01:40 — companies use email segmentations  02:01 — companies put users into categories  02:15: they follow you around with ads that you are already interested in  02:20 — they know how you increase conversion rates  02:30 — conversion rates and what they mean to the digital marketing world  02:35 — the way people interact with your website or ad  03:00 — when users interact with your website it initiates re-marketing  03:16 — introduce cold, warm, and hot traffic  03:19 –explains what cold traffic is  03:30 — explains what warm traffic is  03:40 — explains what hot traffic is  03:50 — it is a marketing funnel  04:20 — companies use the heat  traffic cycle  04:30 — explains what lookalike traffic is  04:42 — Facebook and Google use lookalike audiences to market to new people  05:10  they know when to switch their efforts to your lookalike  05:35 — you can now upload email lists to Facebook to directly market to those emails if you already advertise with Facebook  05:50 — if you implement these strategies to your marketing campaign it’s going to be extremely effective  06:01 — Close and thank you for listening to this week’s episode!

In episode 3 Elina and Riley discuss the marketing funnel and great tools that companies can use to get the most out of email segmentations and content marketing!

Time-Stamped Notes: 00:15 — Intro and main toping Marketing Funnels  00:30 — Marketing Funnels are what companies have visitors of their company go through to get them to do their call-to-action  00:43 — Kissmetrics describes a marketing funnel really well  00:53 — Marketing funnels start out very broad  01:09 — the more you know about the people visiting your website, the more likely you will be able to get conversions out of them  01:25 — Example of why marketing funnels are so useful and important  02:40 — you want to educate the people you are trying to get to trust you and it takes time and energy to get to that point of trust  02:53 — you need to build a relationship  03:10 — segmentation is so important  03:20 — draw on the visitor interest and use multiple marketing funnels  03:50 — there are three stages to the marketing funnel: to-fu, mo-fu, and bo-fu  04:00 — to-fu is the top of the funnel, this is where things are broad  04:13 — mo-fu is midway where you have your target interested and is participating in what you are sending them 04:25 — bo-fu is where you close them on your call-to-action  04:45 — great ways to start collecting emails are softwares like Drips, Infusion Soft, and Leadpages  05:04 — they collect emails and send out automation emails  05:13 — used to segment and track different categories  05:30 — example of how these softwares work  06:45 — if you have content thats starting to produce for you, keep adding to it and make it stronger. But if your content isn’t producing like you want then change angles and try to engage visitors in a different way and see if that helps conversion rates  07:15 — Thank you and come listen again!

In this weeks episode Elina and Riley discuss SEO tips to get quality traffic going to your website.

Time Stamped Notes: 00:25 Intro and topic of today: SEO Tips to gain quality traffic 01:05 — link to the best content on your website on social media, on other pages, and anywhere you can  01:57 — have quality H1 tags or Title tags  02:45 — have good meta descriptions! Thats the first thing people read when they search  03:40 — Second-page scraping. Go through google search console, find your highest ranking pages and figure out ways to improve those pages to get them to the top 5 results  05:15 — you want lots of content on all your pages. About 1,000 words on each page is ideal. You want it to be quality. Have long tailed keywords. 05:50 — explain long-tailed keywords  06:30 — have videos and write descriptions of them so google can crawl what you are talking about. can do this for you. 07:52 — optimize your images, a lot of people don’t do it so you are able to rank very high, very fast  09:00 — Close and thank you for listening!


Jenna’s Article!

In Episode 5 Riley and Elina run through some easy ways to earn users trust on your website!

Time Stamped Notes: 00:45 — Intro to our topic: 6 ways to improve user trust on your website  01:05 — you want testimonials on your website, from clients and people visiting your store or using your service. Take reviews off of Facebook, Google, and Yelp and add them to your website  02:15 — Videos! Add video testimonials so squish any thoughts of fake reviews generated from within your company. Seeing is believing. Can use apps like YouTube Director to capture these moments.  03:35 — Use badges! Both on your emails and also your website. Show off what you have earned. Badge examples are Kelly Blue Book, Better Business Bureau, Google Partner, Google Certifications, etc.  04:35 — Try to get some extended reviews that people post on their blogs or Facebook pages. This could require you offering your services for free or at a discounted price. These reviews have to be extremely honest and be totally genuine. 05:35 — website design! Your website needs to look up to date, be easy to use, and feel like its a legitimate website! Consider your website being like your store front, you want it to be welcoming. Some websites to get inspiration Land-Book and Product Hunt  08:05 — Transparency! Be honest and own up to your mistakes! Also show off when you have great achievements! 09:45 — Close and thank you for listening!

In Episode #7 Riley and Elina discuss different strategies to improve content on websites.

Time-Stamped Notes: 00:15 — Intro and topic: Ways to Make Your Content Better  01:00 — go back to content you already have and improve upon it  01:30 — segment the content you have to make it easy for people to navigate to the specific topic they are looking for  02:15 — use Google Search Console to find underperforming posts and improve upon them (the headline, the title tag, and anything to try to get people to click and read that information)  03:00 — Competitor analysis. Look and see who your top competitors are and what they are writing about. Read the comments and improve upon their content.  04:00 — Brian Dean pioneered bucket brigades. Make your paragraphs very short to have it easy for users to read. 05:10 — Not the best writer?  No problem, websites and apps like Grammarly, Synchroedit, and the Hemmingway app are here to help you out!  06:16 — Use custom images! Design Pickle is a great tool! 07:00 — Close and thank you for listening!

In Episode 7 Riley and Elina go over SEO strategies that people don’t often think about!

Time-Stamped Notes:  00:15 — Intro and Topic: Lesser Known SEO Strategies  00:45 — To get more links to your website from other sources by creating great infographics and sending them to. Use tools like Scrapebox to find companies to send your infographic to  02:20 — Use Tube Buddy for inspiration with your YouTube video. It give you suggestions for tags, titles, and other info.  02:50 — Do some Link-blending! Don’t only link to your own information, like to outside sources so you don’t look selfish and you give your readers some variety.  04:00 — Create video infographics using the tool Animaker!  05:05 — If possible, write some original content using a study that no one else has talked about you that you have conducted yourself!  06:30 — Have the ability to change the language on your website! 07:30 — Close and Thank you for listening!

  • Advanced segments: you can specify certain countries/states/traffic sources, you can then slice and dice the google reports to look at the specific data you want to focus on
    • Once you figure out how each segment is reacting to your website, you can then focus on your strengths within each area.
  • Look at the town or state that is giving you the most business, see what is working within those segments and make advanced segments for them. You can then see specifics how traffic is going up and down within those confined areas. Look at organic traffic. Look at search traffic per country or state. See how different regions are growing and declining. You can then investigate why things are flowing up and down
  • Look at people who have looked at a specific number of pages (some say 3 or more). These people are much more engaged and you can try to convert them into buying something or signing up for something
  • If you are an e-commerce website, create an advanced segment to look at people who have spent a certain dollar amount
  • Session durration. Look at people who are bouncing (or leaving) before 40 seconds, and then people who are staying longer. Try to see if you can find patterns and then adjust to try to get people on your website for as long as possible
  • Look at visitors who have more than 4 terms in their search query.
  • Set up segment to to look at calls or other types of engagement (email list, newsletter, etc.)
  1. Don’t keyword stuff your title tags and meta-description. This makes your content look scammy and untrustworthy. This will hurt your SEO because Google tracks click signals and helps websites and pages rank over time that get clicks.
    1. So instead, put keywords eloquently in your titles and meta. Draw your visitors in by creating a message that your customers would be interested in
  2. Linking too many times to your own website. Also known as having too many anchor texts on internal links. This is also seen as sketchy and scammy. A few years ago Google used to reward websites for doing this, but now it’s the opposite.
    1. This is one way to show that the google algorithm is always changing and that you need to keep up with your SEO knowledge.
    2. Only use internal links when it actually makes sense, when it flows and is well written, or when its in the header/footer or sidebar.
  3. Don’t create separate pages for every keyword variant that you can think of. Ex: take a topic like cooking steak, you wouldn’t want to create separate pages for cooking steak, cooking tasty steak, steak cooking, and all the other variations. Google now punishes websites that try to do this kind of SEO
    1. Create one page for the topic and then try to integrate the keyword variants into the copy on the page.
  4. Don’t do Article blasts/links where you can push an article in and there’s no editorial review. Don’t comment links on random pages. Do try to use private blog networks or paid link networks, google will penalize you.
    1. Just stay as far away from social link buys as possible
  5. Don’t use multiple microsite, separate domains, or separate domains with the same audience or topic target. You don’t want to split up you efforts over multiple microsite. If you had 4 microsite for you main 4 categories of business, you’re splitting up your efforts to only give each site 25% of effort. And that means each site will only rank 1/4 of what it could be ranking if all the microsite were just on one great and informational website.
    1. Focus all your efforts on your one website and make it the best that it can be
  6. Don’t have your domain name be an exact or partial keyword match for your business and category. This is seen as untrustworthy to potential visitors. There  may be some benefits for ranking using keywords in your domain, by it is far outweighed by the negative side effects that come with it
    1. Your domain should be unique to you and your business.
  7. Don’t use CPC or Adwords “competition” to figure out the difficulty of ranking in organizing or non-paid results. You can’t just look at the cost of keywords on Adwords and determine the ease or difficulty it would be to rank for them. You would have to take many questions into account. Such as: who’s in the competition set, how much are they exciting visitors and drawing them in and serving them well? These types of questions are too difficult to calculate.
    1. One way to track keyword difficulty is on Moz. Their difficulty score is based on a lot of metrics about the domain and the page authority scores, and it also compensates for a lot of other things.
  8. Don’t do unfocused, non-strategic “link baiting”. This is drawing people to your website with terms and keywords they want to look at, but when they get to your website the content doesn’t make people happy or it doesn’t match and gel with what’s on your site.
    1. Instead, to topic link back or high quality content. This drawer in links and attention in a positive way. If you have good content and solid links, you are bond to bring good traffic and also please your visitors.