SEO 101

More Keyword Research

Ross and John continue into their discussion on Keyword Research, including High Profile Terms vs. Longtail Tools such as Google Adwords Keyword Tool, KeywordSpy, WordTracker, Microsoft Advertising Intelligence Plugin. Our Sponsors: * Producer Brasco: As digital professionals and business owners, we understand the critical importance of a secure and high-performing website. That's why I want to talk to you about Kinsta, a managed WordPress hosting provider that delivers exceptional speed, security, and reliability. Kinsta's infrastructure is optimized for WordPress, ensuring your site loads lightning-fast and ranks well in search results. They utilize Google Cloud's premium tier network and C3D virtual machines, which significantly boost performance. In fact, Kinsta customers often experience up to a 200% increase in site speed just by migrating to their platform. Security is paramount, and Kinsta provides enterprise-grade measures to protect your valuable data. They are one of the few WordPress hosting providers with SOC2 certification, guaranteeing the highest level of security for your website. Kinsta's MyKinsta dashboard offers a user-friendly interface with a comprehensive suite of tools to manage your site efficiently. From cache control and debugging to redirects and CDN setup, MyKinsta simplifies website administration. For SEO 101 listeners, Kinsta offers specific advantages. Their platform is optimized for speed, a crucial ranking factor in search engine algorithms. Their security measures protect your site from malware and hacking attempts that could damage your online presence. And their expert support team is available 24/7 to assist with any technical issues that may arise. If you're serious about your online presence and want a hosting provider that prioritizes performance, security, and support, I highly recommend Kinsta. Visit kinsta.com today to learn more and take advantage of their limited-time offer for new customers. That's k-i-n-s-t-a dot com. Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy

Duration:: 34m
Broadcast on:: 26 Apr 2010
Audio Format:: other

Ross and John continue into their discussion on Keyword Research, including High Profile Terms vs. Longtail Tools such as Google Adwords Keyword Tool, KeywordSpy, WordTracker, Microsoft Advertising Intelligence Plugin.

Our Sponsors:
* Producer Brasco: As digital professionals and business owners, we understand the critical importance of a secure and high-performing website. That's why I want to talk to you about Kinsta, a managed WordPress hosting provider that delivers exceptional speed, security, and reliability. Kinsta's infrastructure is optimized for WordPress, ensuring your site loads lightning-fast and ranks well in search results. They utilize Google Cloud's premium tier network and C3D virtual machines, which significantly boost performance. In fact, Kinsta customers often experience up to a 200% increase in site speed just by migrating to their platform. Security is paramount, and Kinsta provides enterprise-grade measures to protect your valuable data. They are one of the few WordPress hosting providers with SOC2 certification, guaranteeing the highest level of security for your website. Kinsta's MyKinsta dashboard offers a user-friendly interface with a comprehensive suite of tools to manage your site efficiently. From cache control and debugging to redirects and CDN setup, MyKinsta simplifies website administration. For SEO 101 listeners, Kinsta offers specific advantages. Their platform is optimized for speed, a crucial ranking factor in search engine algorithms. Their security measures protect your site from malware and hacking attempts that could damage your online presence. And their expert support team is available 24/7 to assist with any technical issues that may arise. If you're serious about your online presence and want a hosting provider that prioritizes performance, security, and support, I highly recommend Kinsta. Visit kinsta.com today to learn more and take advantage of their limited-time offer for new customers. That's k-i-n-s-t-a dot com.

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Privacy & Opt-Out: https://redcircle.com/privacy

This is what Master Radio Don't FM program is made possible. In part by the following. Afghan 2010, the trade show that you know where affiliates always attend for free, is making its way to Denver, June 21st through the 23rd. How would you like to come to Afghan 2010 and not pay a single penny? Afghan 2010 presents the Afghan 2010 fully free experience sweepstakes. Go to afkon2010.com/ sweepstakes. You can win, round trip airfare, a three-night stay at the Hyatt Regency Convention Center Hotel, and VIP access to all sessions, exhibits, and webmaster radio.fm's affiliate bash. All you have to do is sign up now at afkon2010.com/ sweepstakes. Be one of the thousands in the affiliate marketing community that are making the switch to Afghan 2010, the trade show that's free for all affiliates, June 21st through the 23rd in Denver. Register today at afkon2010.com. The opinions expressed on this webmasterradio.fm program are those of the host, guest, and callers, and do not reflect those of the staff, management, or advertisers of webmasterradio.fm. Any rebroadcast or retransmission of this program without the express written consent of webmasterradio.fm is prohibited. Welcome to SEO 101, your introductory course on Search Engine Optimization. So, turn on your computers, open your minds, grab your mouse, and get ready to get back to the basics. SEO 10101 on webmasterradio.fm is now in session. Hello, and welcome to SEO 101 on webmasterradio.fm. This is Ross Dunn, CEO of Stepforth Web Marketing. And my co-host is John Carcutt, the Director of Organic Search for MediaWeds. How's it going, man? Hey, it's going great, Ross. How are you today? Good. We've been so busy. We're flying by the superpants today. Yep, definitely. It's going to be an interesting show. Well, today's show, we decided we'd jump into one thing. I'm doing a lot of right now, and I know that John does quite often. That's competitor analysis. And, you know, for many of the listeners out there, I bet it's something that they haven't touched on or kind of wish they had. And if they have touched on it, it's probably quite basic. So, why don't we throw a few ideas out there and where to start, and where it starts? Now, in terms of some of the tools I use, one of the ones actually I just recently... Well, first of all, I should backtrack. What is competitor analysis? Let's start with that. That's great. I've got two different types of competitive analysis that I usually do, and it's really based on two different questions I hear a lot from clients. First question is, why is this guy doing so much better than I am? And the other question is, you know, I want to know what my competitors are doing on a regular basis. How can I know? And the first one is, you know, why is this competitor doing so much better than I am? We'll usually go in and actually do something similar to what we do for a client is an audit on competitors. We'll look at the competitor's site, we'll look at their inbound links, we'll look at all the different pieces and parts so we can tell someone, "This person is better at you at Link Building. This person has more content than you. Give them a really good reason," or at least an understanding of why this person is ranking better than they are. Yeah, and it's a bit of a rabbit hole. I find myself, how do you describe it? I find it like, if anyone's been into Google Analytics, opening up some of the advanced queries, you just start to feel like, "Oh God, where do I begin?" Yeah, very, very similar. It's like being in that first paragraph of a big article you're writing, or something you were, when you were back in school, you had to start that first paragraph. It's like, "Where do you begin?" No matter how many I do, I still have a hard time getting that momentum built. It's true, and especially now, speaking of Google Webmaster Tools, who's completely changed the game in the past couple weeks as far as understanding what your competitor's doing or not doing, to me, the change that Google Webmaster Tools added as far as understanding. They used to show you what words you were being found for, but now they show you impressions as well as click-through ratios to individual pages based on rank, which really, to me, one more nail in the coffin for rankings is a metric to begin with. But when you're dealing with competitor analysis, you don't get that data on the competitors anymore, so that makes it even tougher. Yeah, that's true. One thing I should note, though, is I've been using a tool for doing web rankings. Now, something we discussed before, I think maybe going on closed doors mostly, but the fact of the matter is, a lot of clients still want to see the rank and read reports, and it's frustrating, but it's understandable, too. If you do provide them, you have to be extremely localized, and you have to have the ability to give a report that is going to be as accurate as possible in their jurisdiction, or most importantly, in the jurisdiction of their actual client is going to be. And the one tool that I've just started using, and I've actually been very impressed with, is advanced web ranking. They've got a really good tool, and it allows you to choose local search engines. Now, how much of the results are going to be skewed slightly because of IP I don't know, but if you're going to the local area, it seems to be pretty good. They even have their own servers in the different local areas. So how many areas, wouldn't you say local areas, how many areas does that include? It's a good question. I'm still getting a feel for it, but the list is pretty exhaustive when I was going through it. I certainly found the area that was Washington, D.C., I was doing for a client. I was just testing the thing out. But honestly, the reports have been night and day compared to the ones I've used in the past. So if anyone's interested in trying it, I suggest I highly recommend it. It's 30-day trial, I think, and you get the full use. After that, of course, it's by it, but I'm definitely going to go ahead. Mostly because it's probably been still using that archaic web position. And I know Google doesn't like that, but you know the fact of the matter is... Yeah, I know. But the fact is, yes! I know, it's on my own. And if you find a lot of reports, it's like, well, we've already owned it, you know? But the fact of the matter is we can't steer them away from it. There's some clients that just don't want anything like that, or at least that. Yeah, I've actually started just this week. I mean, today's Monday, we actually do a little live show. So I've got Monday is my weekly update report. So as of this morning, we've started including the Google web... For the clients that have given us access to Google webmaster tools, we've started including those ranking and impression data in their weekly updates. And the reason I've decided to do that is really simple. I mean, you can show somebody, hey, you were a position six for this term last week and now you're a position five this week. And that's great. That's what they want to see. But how much more compelling is it and how much more educational to the client is it when you can show them, hey, you were in position two, three, four, six through ten on the second page and on the third page for this keyword just in the last week. And you had six different pages that were ranking for that term in those positions. And these are your click-through rates for those positions, these are just click-through rates for those particular pages. That to me is much more compelling and it's much more accurate data when you're talking about where am I ranking, where you're ranking all over the place. Yes, some are ranking higher and better and more often than others, but you're moving around. And that's just the way search works and has worked for the longest time. But now we have a way to show it. Amen. Amen. Amen. Amen. Amen. Amen. Yeah. I mean, we always do note the other stuff, I mean, you don't get me wrong. The fact of the matter is that still I'm still frankly bold over by how often those other reports are needed and we are going to be integrating a lot of the Google Analytics data already, too. I do. I just wonder how much of it's going to be accurate and we get the calls, well, I see differently than this. Yeah. And how does that tie into competitor research? You know, and it ties directly to competitor research because most of the time when they call you and say, I want to know about my competitors, it's because the competitor is ranking higher than they are. And there's so much more data involved in, is that good or bad or is it always that way than just, hey, they're ranking higher than I am, why? So something taken in my way to do a competitor research, for sure. Yeah. And I admit, I'm guilty of getting, doing a comparative ranking report between their site and their subject to competitors in the analysis, like they got three competitors. I put all their names in and I get all the top key phrases and I run it and I see who's showing up the most and, hey, it is a good start to competitor analysis. There's no question about it. Sure. It may not be that these are the best phrases in terms of what's going to convert, but this is the information they need to know that I sometimes I am forced to assume the client knows which is converting better because it'd been at the market so long. And I'm just going, okay, those are the keywords. I'll go with those. That's what I'm analyzing. Yeah. And if you can get it, PPC data is great for this too because that's like you're saying, you know, knowing what converts and knowing what's important and a lot of times if you grab that PPC data, you can tell exactly what converts and what doesn't. Definitely. Definitely. So, okay. So where do we start? Where do we start? Well, one of the things I like to do is just do an overview, like I'm talking to a client and I say, all right, I'm going to do this analysis and I go, okay, well, I can literally go online as I'm speaking and I can go to, there's a couple of places, wmtips.com. So think of that as a web, it actually is webmastertips.com except in this case, wmtips.com. And you can just type in the name of the site and it'll give you some data. Really just snapshot data. This is not something I go for, just throw in a reporter or anything like that. But it gives you an idea of how the site's standing in terms of the competitor. Now, let's say, I look up, should we look up media with this? And I'll look up step four, yeah. Anyway, whatever you put in there, to Shay. Yes, indeed. Actually, I find it there too. You can see what the page ranks are, all the stuff that's totally useful, how many subscribers it has in FeedBurner, how many on Google Reader, how many dig stories they have they had inbound links. It's a nice snapshot. I really do like it, especially when I talk to a client. And sometimes I go, whoa, these guys just are not worthy of our time. Let's look at these guys and I can start looking around. So that's one tip. Where do you start? We're just talking about the discovery phase. So in this discovery phase, usually where I start is, the way we approach it is, you know, the client buys in there, we're going to do a complete analysis of the competitor. And we usually give them a couple competitors to look at. So if they have two competitors and they want to know what we're doing right and what they're doing right or what we're doing wrong, what they're doing wrong, we will step in and do a site audit the same as we would do a site audit on their site. If they were, you know, a standard SEO client. For us, a competitor analysis from that perspective is a pretty big deal and pretty time intensive and comprehensive piece of work. So really, I mean, we don't step in with any particular tools to do net houses other than we step in and we do a technical analysis of their site, we do a content analysis of their site and we do an inbound marketing or link building analysis of the competitor sites and we can extrapolate from those, you know, how well are you doing link building compared to your competitors, how well are you producing and targeting content versus your competitors, you know, how solid is your site architecture versus your competitors. And that's where really, you know, I think you and I, as we've said many times Ross, you know, you've got a different client base than I do and minor, I'm looked at a much bigger, deeper level project, I think when I started competitive analysis, maybe. Yeah, maybe, yeah, there are some times like the better analysis, I do get larger clients. It's more of the ongoing campaign stuff that we work with small medium size, but we'll come back to that in a second and discuss more of this, but for right now, we're going to take a quick break. As the one on one will be back right after recess. Charles, come on up and tell us about the great ROI we're getting from revenue wire. Thank you. Since I signed up with revenue wire, conversions have increased dramatically. Revenue wire has an integrated shopping cart called Safecart that offers highly accurate sales tracking, boosting our conversions through the roof. 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Recess is over and SEO 101 is back in session only on webmasterradio.fm. Welcome back to SEO 101 on webmasterradio.fm, with John Carcate, Director of Organic Search for Viewers and myself, Ross Dunn, CEO of Step 4 with Web Marketing Inc. For the break, we're discussing some of the competitor analysis, well, essentially how we start with the competitor analysis and some of the breadth of the ... I think we jumped a little bit into the overall what it actually provided, but I think I'd like to go into some of the steps. Now, mine's going to be different than John's, so it should be good to see a little perspective on that. Where I tend to start is success profiling. Once I've got an idea of who the competitors are, I want to go see and, well, sometimes I can find some lack of better exploits. Help Jews in Poverty at helpjuesnow.org. Your $25 gift today will help provide a life-saving food box to Jews in need. Be a blessing right now. Visit helpjuesnow.org. That's helpjuesnow.org. They're using quadcast to track data, and quadcast is a site that allows you to profile some of the data in terms of traffic in your site and expose it publicly so that you can sell ad space. Well, quadcast, if they happen to be, what do they call it, "conquantcasted" or something like that? If they are, obviously, that's a huge hole, and it's pretty awesome to be able to get that kind of information. I love your name. I'm here in the outline. Alexa sucks. Yay! Yes! Cool. Quadcast. Alexa sucks. Yes. And... Yeah. I've always... There's one cast in this case. Everybody asked me about Alexa as I've got this great Alexa rank, and my competitor ranks better in Alexa. And I always tell them about the fact that Alexa is... Maybe not as much as it used to be, but it's easy to manipulate. We used to be able to put everybody's computer at the office I was working with, and literally watch the Alexa ranking climb day after day from 300,000 to 200,000 in the top 100,000 in less than a week. Just by adding a toolbar to, like, five or six computers in the office, it's ridiculous. It really is. Just get that for fun. Yeah, exactly. Just for fun. So you know, if that data doesn't happen to be there, you can use Compete. Obviously, that's the next one that's of use, it's got some good data. All this data, I find somewhat questionable. The one I do like... The reason I like Quadcast is because it actually is from a bug you put on your website. If the site isn't quadcasted or whatever it is, if it actually hasn't opted into the program, then the data they provide they sometimes guess at, and I think that's worth even looking at. Does Compete pull ISP data? I heard at one point they had agreements with some ISPs, and pulled ISP data from ISPs directly. Is that true? I never could confirm that. Do you know? I'm not 100%, but I think they do. I thought they did too. Okay. They've got a good network now. They certainly built it up since the beginning, in my opinion, quite uncertain of their data. I was really uncertain of their data, but now they seem a lot more robust. But I still, I like to know that it's because of, they're actually getting the data from the website versus third-party stuff. I would definitely go to Quadcast first, Compete second. So that sometimes gives me an idea just how their traffic is and what they're targeting and all that sort of stuff. Another one for that is SCM Rush will also tell you some good information about what keywords are targeting, which ones are already ranking under. Awesome data there. Yes, you can tell. I like tools. I like anything that will speed up some of the stuff I used to do by hand. I always make sure though, and I've got to qualify this, always make sure the data's just as good if not better than what I could do before. Frankly, looking at data over a whole lot of time is mind-bendingly boring, and I swear I miss stuff. Whereas this way, I can get a lot more data, and it's already crunched for me. The right tools make all the difference, for sure, in any kind of thing to do with SEO, but the key is the right tools. Some of these tools are just, you don't know where the data's coming from. You don't know how they're compiling it. You got to be careful with which tools you pick. Yeah, and after I've done that, depending on whether or not I'm supposed to be doing this for the client, but I often look to see how well they're doing socially. One awesome tool, I just love it, is socialmention.com. Have you used that? Oh, yeah. I've used it. Yes. Another one that I use is noom.com, just to check to see if they are actively pursuing social media. You can tell how many—you take their brand, you put it in noom.com, and it's noom is knowwem.com, and basically you put in your brand, or any kind of user name you want in social media, and it'll show you if that brand has been taken in 300 and some different social media sites. It's nice to just to double check to see if the client is active, or maybe if you talk to them when they're not active, but yet 60% of their social profiles have been taken. That could mean someone is actively working against them as well. Okay, I'm embarrassed to say that's cool that I don't know, but I don't know about it already. Yes. This is why I don't do social media for a whole time, so many things I miss. What's the other one that also gives a bit of—it ranks you. I mean, trying to—it's been killing me trying to— Well, is it off of HubSpot? Because it's one of their tools, Grader. HubSpot.com, is that the one you're thinking of? It's Website Grader, or Social Grader? No, I know that one. It's going to kill me. I can't remember the name of it. I've seen it a lot around the SEO chatter and stuff, and it's kind of cool. It's kind of like credibility, or cred, or, you know, just a synonym, I guess, camera with it. In any case, it's pretty cool. I looked at it, but it gave me a decent ranking, and what it does is applauds you in comparison to other people that you're in your network, where you are, in terms of popularity, and whether or not you respond well to people. In fact, I know I put it in my Twitter stream recently that this thing said I was good at one particular thing, so maybe I can look at that. So what are you good at? I have my... Conversation. Conversation. Okay. I'm very responsive. I have to see what I'm going to ask. Send me the link when you get it. Yes, I will. I'll do that while. Why don't you talk about something great now, and I'll jump into that right now. I'm going to see. What's your favorite? What's your favorite? All your tools, better analysis. Now, you probably have a lot in house, I'm sure, but let's say one that's outside. Favorite tool for competitor analysis? That's a tough question. I guess the... Well, I guess one of the best is going to be Majestic. Are you familiar with Majestic? Majestic SEO. Majestic SEO? I'm working on it right now, actually. Yeah. It's pretty amazing when it comes to analyzing and building a really good picture of a site's backlink structure. And it's kind of what the SLINK MOS, the SEO MOS tool, is it called LINK MOS? What is that thing called? LINKScape. LINKScape, yeah. LINKScape. It's kind of like what LINKScape is, but on steroids because, I mean, LINKScape's been around what? Two years? Two, three years? And it's been crawling all that time. Majestic SEO has been crawling for like 10 years. It's been doing this for a long time. It's got a huge database of information. 1.2 trillion URLs is the last I heard. Yeah, it's amazing. And it'll crawl and it'll pull out the relationships between links, the anchor text, everything you need to know about this SLINK profile of a site and a backlink of your site and the competitor sites. So probably that's my favorite tool from, you know, if I had to pick one, that would be it. Yeah, a lot of stuff we do by hand, unfortunately. Yeah, I can't handle it. I want to come to that because like I've been using OptiLINK and I still use it for a lot of stuff. But it can only check the first thousand of Yahoo! site explorer. All right. Now for other people out there who've used tools like the backlink analyzer from SEO book, which is a great tool, it's also free, well, it is free, I should say, yes, OptiLINK is not, but it's a good one. They all can only do a thousand because that's the limit. Well, there is no limit with SEO, Majestic SEO, I mean, it's the same. And Linkscapes the same way. He's crawling more and more all the time. He just hasn't been doing it nearly as long as Majestic SEO has. Yeah. Okay. Here it is. I found the name. Yes. It's a clout. Clout. Yeah. K-L-O-U-T.com. And it was kind of cool. It was like one of those vanity checks, you know? How am I doing? It's also got a good, um, another ask angle, which of course is Confederate analysis as well. So I'm going to add that to my list because I was trying to remember what it was the other day and I couldn't remember. All right. I'm looking to see if I'm good at anything. Well, you're okay with this discussion, you don't usually respond to me, but yeah, I mean, um, I'll do that. There are also, okay, so that's sort of a success profiling. I get an idea. So between that and clout, we get a good idea of what's going on with these guys socially. We've also looked at their site, how well they're doing. We look at their rankings by doing a ranking check with advanced web ranking or with anything you can find online that can do that kind of thing. Technical website audits is where I move on to next. So I've got a good idea now where they're at and I can almost almost put the competitors in order of importance, you know, which one's doing better. And I can get on to the onsite technology to find out what they're doing. And there's a few tools that I like just for the sake of making it a little easier from to find out stuff like builtwith.com, that's exactly how it's spelled, exactly how it sounds built with my site was built with. And it'll give you server information, analytics and tracking information, like what they're using in terms of software for that, what platforms they're using for their blog, what widgets are used, their coding framework, their content aggregation technology, I forget what they meant by that, that would be, I think, RSS feed, or no, what was it? Yeah, I think it was RSS, Adam, that kind of thing. Document information, whether or not they're using canonical tags, that kind of stuff. It gets pretty extensive and it's free. Free's good. Free's good. Nice. Sir, you good at anything? Apparently not. Apparently, I'm just a plain old Twitter user. I've been there in a while going to see where I'm at, anyway, what would you say is next? Like a technical website, do you guys look at what the competitors are using technically? Oh, most definitely. And we'll look at how they're using it as well, because I mean, just because you're using WordPress or Drupal doesn't mean you're using it right, or the client might not be using it right, and the competitor may be using it better. So definitely it's a series of digging into, I mean, the built website is great, a lot of good information there, but you really have to understand, okay, yeah, the framework is PHP, but what does that mean, and are they using it right, they could be using PHP and pulling all their content in using Ajax. So there's a lot, I mean, you can look at this from an automated standpoint, but they're still, from my perspective, an amount of manual analysis that needs to be done to really understand what's going on. Well, yeah, and actually I just finished writing an article for the Search Marketing Standard. It's sort of the second, I guess, revamp on my competitor analysis when I did a little last year or two years ago, I can't remember now, and that's a magazine that printed in our industry for the same case no one does. It's very tight within our industry, but it's very good. And in that, I think I started out by saying, you know, the toughest part, and the thing we're always practicing as competitor analysts, is what to do with information we see, like, it's no use knowing what server they're using, unless you know what that might mean in terms of exploits, whether or not they're using particular tools, you know, there's so much that comes with experience that you would never get out of this data. Yeah. So speaking of that, exploits, do you look at that as a competitor now, so you tell your clients if you find exploits on a competitor site? I've always wondered. Depends. Well, in an exploit, I mean, what do you mean by that? There's some nasty connotations to it, right? For me, it would be, you know, do they have their, did I stumble across their statistical information sitting online, you know? Did they have their stats open? Yeah, I'm sorry, but yes, I'll pass that on. Well, I'm talking about things like, you know, there are still a number of things you can do if you know how and you know what to look for to impact on a competitor's rankings in search. They say you can't impact, but yes, you can impact your competitors ranking on search. If you know what to look for and you find it and you know how to use it, you can. So if you find that on your competitor, I tell clients if they're vulnerable to those kind of things, I tell them, but I've never told a client if their competitors are vulnerable to that to this point. And I just wondered, I mean, to me, that's, that's not something I'm going to share because who knows what the competitor or what the client would do with that information because I don't want to, I don't want to open doors that can't be closed. But I was just wondering, do you ever, do you ever cross that? Do you ever look at that? Have you ever had to deal with that, that issue? I've had deal with it, but I haven't told them, you know, it just, it wasn't a comfortable thing. And I had a feeling the client would have done something with it that wouldn't have made me happy. Yes, and that's my philosophy exactly. So I mean, since we're talking about competitive analysis, I recommend that it's not something you want to do to everybody listening out there. If you happen to run across one of these, these vulnerabilities, don't, don't tell your client and, and, and don't leverage it either. No, no, definitely, I mean, yeah, enough said, I think, okay, we're going to take a quick break. I think we went a little on there and when we get back, we'll just tie up the loose ends here. SEO 101 will be back right after recess. How do you choose the right affiliate network to partner with? The answer is simple. MarketHealth.com where health and wealth connect. 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