Category Archives for SEM

SEO’s Place in Marketing

Transcript

Welcome guys to another edition of the Zupo SEO Talk and Tea. 

Today what we're going to be talking about is SEO's place in marketing. Before we jump in, of course, it is tea times so today's tea, I have actually the box this time, is a Pu'Er Tea that my grandmother gifted to my mom who gifted it to me. If you want to look over here, I don't know if you can see it from there, it's a very dark tea leaf. I've already prepped everything, so we don't have to go through all of that. But today we'll be having the Pu'Er Tea. Let's go ahead and get started talking about SEO's place in marketing. Now the reason why I want to discuss this is because marketing is very popular for people to talk about. I feel like it's like the saying, "Everybody's a comedian." Everyone has an idea about marketing and how it should be done, and it's probably because we all watch commercials or ads or something like that.

What I want to discuss though is that SEO does have some distinct differences when it comes to marketing. What I would say SEO's place in marketing, what I mean is that, generally, when we talk about marketing and advertising, most people think of ads, commercials on Super Bowl, TV, or things you've seen growing up or through your lifetime. Now, so what I want to discuss though is that general traditional marketing, if you've taken any courses or you read a little bit about it, is revolved around the saying AIDA, and AIDA stands for A-I-D-A, attention, interest, desire, and action. Again, that's attention, interest, desire, and action. Now the reason why I want to bring this up is because, typically, AIDA means that you want to use your marketing to garner interest...

I mean, sorry, let me back up. You want to garner attention, right? So that's why you have commercials. You want to get somebody's attention. The commercial should get their interest, like so they now are watching your commercial and now they're interested in what you're saying. You want to create a desire, do you want to make them try to do something? So maybe that's buy a car, order some pizza, and then action. You want them to do something. So, of course, you'd give them your phone number or tell them to visit a website. That's, generally, we don't want to go too deep in there. That's, generally, what most marketing is, attention, interest, desire, action.

Now, the reason why I need to bring that up is because SEO's place in marketing is actually kind of interesting. It flips itself on its head. SEO, let's talk about that first, is about optimizing your website for search results on Google or whatever search engine. But let's be real, we're probably talking about Google right now. Google is interesting in that if someone is searching for something, you want your site to be seen. Let's take a step back there though and talk about just someone's searching for something. If you are searching for something, you probably already know you want to do something. You either are trying to research something, you're trying to buy something, you're just trying to get more information, right? So you're already actually acting, and so that's the key when it comes to understanding SEO. It flips AIDA on its head.

You are trying to optimize your listing because someone has actually already committed the action. They've searched for something. Now, you're flipping your own head in that they've already acted because they have a desire. Now, your job on the listing is to make sure you're high enough on Google so that you have their attention and that you're listing whether that'd be the title tag of the blue text that appears on social results get their interest to click. The higher up on Google you are, the more attention you have and the more interest you will get because you're higher up on Google. When it comes to understanding SEO, the reason why this is important is because it takes a different mindset to succeed in SEO. It isn't per se about like coming up with an innovative new idea that changes the way people see your industry. That's not really how SEO works.

SEO works on the idea that someone's already searching for something. They have a desire for it and they've already used the typical language or keywords to find it. Then your job is to just make sure that you already know that they want it. You don't have to convince them. You just need to convince them that you're the choice to make. If you've ever been in sales, that's much easier to convince someone that they should use you rather than that they should even commit in the service. In conclusion, what I just want to step away with is when you think about SEO, don't think about it as the typical advertising that you can think of, of like trying to put your product into a new category that no one's ever heard of or tried to do something really new that you're going to use in a commercial. SEO doesn't function like that.

Again, it functions on people who've already come to Google and they know what they want. You just need to convince them that you should be the one that they pick for the service or the information they are looking for. I hope that helps clarify some SEO knowledge. It really helps set the groundwork for understanding the strategy and context of SEO, and hopefully, it'll help you when you are making your own SEO strategies. I've already brewed this today, that Pu'Er Tea, and so I'm going to go ahead and sip some tea, enjoy myself. I drink this tea like everyday, so I really enjoy it. But, hopefully, this was helpful today and that you guys get to you learned something new today. If you guys liked this video, please like and subscribe and I'll see you guys next time. Thanks.

Is WordPress, Squarespace or Wix Better for SEO?

Transcript

Welcome to another edition of the Zupo SEO Talk and Tea 

Today we'll be talking about the question of: Is a WordPress, Wix, or Squarespace better for SEO? And of course the tea. The tea we have today is a Dragonwell Green Tea. It's one of my more favorites I like to drink in the morning. So why don't we go ahead, get started brewing and some talking about SEO.

So let's talk about the question first. A lot of the people, when they're starting new businesses, startups or new websites, they generally want to know what the best of anything is. And the website is one of the most important things that I get asked about. It's because a lot of people want to make sure they're doing SEO on a platform that is optimal for SEO purposes.

There's a big misconception there, though. Generally, on those three platforms, Wix, Squarespace, and WordPress, there is no better platform. I think the real question is, to be honest, is which one are you the most familiar with, and which one can you actually work with easiest? So, the reason being is that WordPress and Wix and Squarespace, there is no inherent thing about their platforms that is better for SEO. There's no code in there that means, like, "Oh, this code that WordPress has automatically makes it better for SEO." That's, to be honest, pretty big fallacies. The main thing when it comes to SEO is, which one are you the best using? Because whichever one you are the best at using, the quicker you can get your website updated. What I find is a lot of people will nitpick about these vague technical concepts of WordPress that no one really understands unless you're a developer.

My advice when it comes to these kinds of things is just to say those three are all fine. Whichever one your team or you yourself are best at working at, is just the better one to go with. Now, there is one caveat to that, and that might be that WordPress, of the three... Wix, WordPress and Squarespace... is the more popular platform of the three. Therefore, there is much more plugins and documentation published on the internet about doing SEO while you have a WordPress site. Therefore, if you get stuck or there's questions you may have, it is much easier to find answers on a WordPress. And a lot of clients that I have worked with, we have done that route. We have had a WordPress site and found a lot of answers through WordPress documentation or the community. But that isn't to say Squarespace and Wix aren't that either. Squarespace and Wix have their own documentation, their own community of users.

So I'd say that it's not inherent that any of them are better than the other. It's just what documentation may exist and how often people use it. WordPress is more popular because more people use WordPress, make plugins, have documentation, therefore you'll find more answers. But there isn't one that's inherently better. There have been a lot of SEO studies that have shown that you can outrank any other website, whether it's a Wix, Squarespace or WordPress, through actual SEO tactics. It isn't just about the platform itself.

So I hope, again, that shines some light on what platform is better. If you're trying to build a website, don't stress about it. Just pick the one that you know how to use the best and you're the most comfortable with. And SEO isn't really dependent on what platform you've chosen. It's more dependent on later strategies that you will take. And you can watch other videos about what to do there.

But I hope that answers your questions today. And I'm going to go ahead and enjoy this green tea, and I'll see you guys next time. Thanks.

3 Tips on How Can SEO be Done in the Easiest Way

3 Tips on How Can SEO be Done in the Easiest Way

Businesses have a lot to worry about beyond just their marketing efforts. This usually looks like an admittedly chaotic, yet herculean effort of balancing customer/client needs, sales, accounting, sourcing, hiring, training, and so on and so forth. So asking businesses to do marketing, let alone, SEO perfectly is a pretty big ask. 

Today we want to go over some easy things that businesses can do to address their SEO needs. The emphasis is on easy. These are tips that businesses can easily take on to start improving the SEO of their website. 

What we are talking about today is not “hacks” or shortcuts”. For SEO success, you need to invest the time to create appropriate strategies, assemble resources and execute. 

What we are recommending today are things that your business can build in its day to day, week to week or month to month to help build your SEO strength. 

SEO Tip 1 - Keep Adding Content to Your Site

The number one tip is to keep adding content to your site. Content is the foundation to any strong SEO campaign. 

Lots of businesses know that they should be contributing content to their social media or provide content to local forums, community gatherings or presentations. However, many businesses don’t realize that there is a need and value to consistently updating and adding to your website. 

Content is one of the main 3 pillars of SEO. Search engine optimization success is highly dependent on continually improving and adding content to your site. 

However, most websites are built as set it and forget it. 

This leads us to one of the easiest things you can do - ensure that your website is consistently updated and having content added. 

Many clients that we have worked with who are investing budgets into SEO encounter this issue, being unable to commit enough time and resources to having content added to their website. 

It can be difficult at first to get content out, but the most important thing is to build the habits and processes in the business. This can be as small as getting one blog post out, to having team member contribute a photo, quick video, or short content addition to the site every day. 

Businesses that succeed at SEO are those that don’t require a meeting or methodical planning to get content out, it’s just boiled down into their weekly and monthly processes. So whether or not you are actively trying to work on your SEO, the easiest way to grow your SEO is to keep adding content. 

SEO Tip 2 - Contribute to the Community

Another easy way to do SEO is to contribute to the community. The community in this sense can be your local community or an online community. 

The main point is to go out in the community and have your business be an active player and offer value. This can come in the form of community and non profit work, like simply volunteering for a local cause. 

Or this can come in the form of guest speaking, where your business speaks and gives talks to the local community.

The reason that this is a great way to build your SEO, is because a pillar of SEO is linkbuilding and acquiring referring domains. To be successful in linkbuilding, there requires a level of networking. 

Those businesses who are active in the community, who give talks, go to events and gatherings, volunteer and generally have build connections, have a much easier time building links and referring domains to their site. 

LInkbuilding is easy if you are an active player in your community, because what is probably happening is that your business is probably already acquiring linking without you even knowing. Organizations and businesses love to talk about the businesses and people who are participating and providing value to them. If your business is there, they probably are already mentioning you. 

If these organizations haven’t linked to your website, it’s not a problem. If you have networked and provided value, they will be more than happy to link to your website if/when you ask. 

SEO Tip 3 - Leverage Local Directory Sites and Get Reviews

Directories and reputation management sites are a typical overlooked area of marketing, that many businesses do put effort, but often not enough. If you are in the restaurant industry, then you are all but familiar with directory sites, like Yelp. 

Appearing in these sort of directories are a great asset for driving traffic to your website and your business. Many directories engage in SEO initiatives and therefore rank well. Therefore, even if your site does not rank in Google searches, you still have an opportunity to gain high exposure if you ranked well on these directory sites. 

Remember, these directory sites do not want to offer your services, their business is to provide a curated list of businesses that someone is searching for. Therefore, they are not your competition, they can be your strategic partner and ally. 

For different industries the directory sites will be different on which ones you need to be found on. 

Now, we do want to note that that there are many sites out there that are built to be directory sites, but they are not all of the same value. The most important part of these sites is to ensure that you show up on those that appear high on Google searches. 

So if you are not sure, Google some keywords related to your business. See which directory sites appear and those are most likely the ones that you need to ensure that you show up on. 

Despite the high variance in directory sites, they often have similar formulas. Most will leverage some level of crowdsourcing reviews, so it is important to acquire and get as many reviews as possible to help buoy up your listing. 

Most sitles will also have some level of Ad platform, it is up to each directory and your own testing to see if investing in ads on their platform is worth it. 

Conclusion 

These 3 SEO tips will help your business do SEO without having to invest heavy mental energy or strategy on doing SEO. Of course, this is not to say that these 3 tips are the only thing you need to do. These just offer a good foundational point. 

At some point, most businesses will have to engage in SEO and those who have invested in the above will have a much easier time to get started than those who never engaged in the above. 

Is SEO or PPC Better?

Transcript

Welcome, everybody, to another edition of the Zupo SEO Talk and Tea. Today we'll be talking about why SEO takes time. That's generally a question I always get asked a lot. SEO is a little bit unusual when it comes to marketing, because unlike other marketing platforms, there's an instantaneous kind of success. You can go ahead and get started with Facebook marketing quickly, Google Ads pretty quickly, but SEO does take a lot of time, so we're going to be discussing that today.

Also, because this is SEO Talk and Tea, we'll be discussing the tea we have. Today is a black tea, which I generally like when I want something a little bit stronger. If you've ever had a milk tea or any Boba shop kind of teas, you've probably had a black tea and it's probably what you think of when you think of tea, especially when it's iced with Boba, you're probably having a black tea.

But let's go ahead and get brewing and talking about why SEO takes time. I think the way to understand why SEO takes time is that we have to understand the context of search engines and SEO. A lot of people when they start SEO, they really want to rank overnight. They would say, "I have a great site. I have a great business. My competitors are already ranking. That's kind of unfair. Why can't I rank tomorrow?"

I think the best way to kind of understand why SEO is not so instantaneous, why you can't rank overnight, is to understand it from Google's perspective. Right? When Google, as a business, they are a search engine, of course, they're Alphabet, and now they have a lot of different other models. But for the simplicity sake, let's just focus on their search engine business.

For their search engine business, they make money by ensuring that their customers or users want to use those search engine. And the way that you want to make sure someone wants to use your search engine is to progressively and consistently give good results back. That's probably why we don't use other search platforms like Yahoo or Bing of the past. That's why a lot of us use Google, because it's fast and gives us good results. Now, the best way to understand this, then, is if Google wants to ensure that they're providing good results and that they're consistent, they want to make sure that whatever they're returning is of high value, and that's kind of why SEO takes a while.

Google likes to see relevance, authority, but also they want to see consistency. They want to see that you have a resume, and a track record of doing well in this space. They want to see that you have authority, that you've been publishing content, that you're known in the internet world for what you're doing, and the longer track record and history you have on your website, the better you'll do. It doesn't benefit Google to see a new website tomorrow, immediately rank it above everybody else, because how do they know that that website is strong, authoritative, relevant? They need to take some time to understand these things. Right? For SEO purposes, it doesn't benefit Google to rush these things. They want to see you take the time to invest, build your website, build its SEO assets, so that they can read the site, see that you're proving yourself, then they'll rank you later. Right? Once that you've done a good track record of good SEO work. N.

Now, this is a lot of personification and metaphorizing ... I don't know if that's a word ... but I'm making a metaphor of SEO. This isn't directly from Google's mouth, but as someone who has practiced it for very many years, this is the best way I feel like I can explain it so that people can understand.

I also like to explain it on a different perspective though. Imagine we've done SEO together for two years. You've now, after long hard work, you rank number one for many different keywords. You're doing really well. Suddenly, Joe Schmoe out of some random garage decides to create a website overnight in your vertical, in your space, in your locality, they've created a website. And oh, by the way, because they created this website, gamed some keywords, they're now ranked number one ahead of your website. You'd be pretty pissed. Google would be pretty pissed, too, because they don't want to have their users see such high variability of search results. What I'm trying to say is, Google is inherently competitive. It takes a long time.

But for website listings, it doesn't benefit you if they change relatively quickly, either. It's better for you if they move a little bit slower, so that once you attain a high ranking, someone who has a terrible website doesn't overnight overtake you. You understand what I mean? What I'm trying to say is, SEO takes a while.

Because, one, Google wants to make sure that they're returning good results, and they're not going to return results that just got started yesterday, or just started doing SEO work a week ago, and suddenly we're going to rank them. They need to see a body of work that proves that this site has the authority, has the relevance, and should be ranked.

But, second, of course, from a different perspective, you don't want SEO to be the high variable of rankings, because you want to ensure that by the time you get your site ranked on the top page, or first page, or top spots, that you have some legacy for it. You can have some time to own that ranking. It doesn't benefit you if another site can take you over relatively quickly.

Therefore, that's kind of the perspective I'd like you to take. SEO takes time because it's not a pay-to-play platform. Google wants to see you prove yourself, and second, it also benefits websites of businesses that it doesn't move that quickly. Because, once you do, you put in the hard work and you've attained good rankings, you can maintain and hold it longer, and you run less of a risk of someone having more money, and/or someone trying to game the system and outrank you overnight. You don't want that to happen. And that's where SEO is really beneficial, and that's the double-edged sword of SEO taking time. It does take time, but once you own the space, that same time you took will benefit you and prevent other competitors from over-ranking you. It kind of serves as that moat to help shore up your marketing, ensuring that you own those leads.

Again, I hope that answers the question about why SEO takes time. It takes time for numerous reasons, and I think it sometimes just takes a different perspective to see why taking that time is actually beneficial. I hope today's video was helpful for you. Hope that clarified the situation a little bit about why SEO takes time. I'm going to go ahead and enjoy some black tea now, and if you liked this video, I hope you hit "like". If you really liked the videos, please hit "subscribe", and I hope to see you guys again in future videos. Thanks.


Why SEO Is Important for Small Business

Why SEO is Important for Small Business

SEO is one of the dominant marketing channels that are available for businesses today. In addition, it is one of the most valuable marketing channels for small businesses. However, the word SEO can make businesses think that its reserved only for hot tech startups or large corporations with big budgets. 

This is a huge misconception. 

The environment of SEO is actually extremely conducive to small businesses and even with our own work with different clients, we have seen some of the best success with small businesses. In today’s article we’ll go over why SEO is conducive to small businesses and why it is so important for small businesses. 

Why SEO is Conducive to Small Business

To understand why SEO is good for small businesses, we need to look at two factors of search engines:

  1. Locality & Proximity

  2. Number of Keyword Variations and Options

1. Locality & Proximity

A large part of why SEO is conducive to small businesses is Google’s emphasis on locality and proximity for its users. Google has heavily leaned more and more on providing users of the search engine hyper local and relevant results. This is best exemplified when you are looking for a local restaurant or store to visit. 

Google has a private interest to give their users local results that their users can quickly go to. Therefore, it benefits them to return highly relevant, well rated, local businesses. This is where many small businesses can carve a niche out for themselves. 

Because of the local game, the size of the competition and arena becomes much smaller when you engage in Local SEO. Therefore, small businesses who want to compete in Local SEO do not need to worry about businesses outside of the local city or area. This makes the SEO game much more manageable. Instead of competing with everyone in the world, you have a small number of businesses you are competing with in the your local area. 

Local SEO is where a lot of small businesses can win. And even for those businesses who want to set their sites beyond their local area, it doesn’t mean that you should ignore trying to rank in your local area. 

We have worked with many businesses who have let us know that their business does not only want to work in their local area. They want to go beyond the city, county or state. This is a perfectly achievable SEO goal, however, going beyond your immediate location does not mean that you should ignore Local SEO. 

You can accomplish both. We have helped businesses attain both, where we have won and attained top Google rankings in their local area, while also extending their reach beyond the local proximity. 

2. Number of Keywords and Options 

The other reason that SEO is a great option for small businesses is the otherwise infinite possibilities of search results. What we mean here is that what people are searching for is essentially infinite. Every year, 16 - 20% of searches are completely new to Google. This means that there are huge amount of searches that Google is seeing someone search for for the very first time. 

What this means for small businesses is that Google’s databases of searches and search results grow every day. There is no company with a large enough budget that can monopolize and rank for all these searches. First off, it would take a lot of resources, but it is utterly impossible for businesses to keep track of all these new searches. 

This means that there is always potential for businesses to find new pastures and searches that their competitors or businesses are not ranking for. Many businesses assume that whatever keyword first comes to their mind when someone is looking for someone like them is the only keyword that people use. Like we mentioned above, that is not the case.

Many people use many different variations of keywords to start their search for someone like you. Therefore, for small businesses, when you do some keyword research you’d be surprised about what opportunities you can find to start ranking. 

To take this factor and go just a bit more advanced, let’s combine the locality and proximity factor. Large businesses who have to compete on a statewide, nationwide or global level, will have to manage thousands of locations and on top of that research hundreds of thousands of keywords. 

There will be keyword opportunities that they not only overlook, but also willingly ignore. For them, they don’t want to hit all the small target, they want to go for big oceans where if they invest time and focus they will get their return. This leaves markets open for small businesses. 

Why SEO is Important for Small Business

SEO is important for small businesses because it is another channel that they can use to compete with the large companies and their own competitors. Small businesses do not have the luxury of national or global brand recognition. 

Marketing and advertising is a competition to be top of mind and with small ad budgets, small businesses cannot afford the spend for widespread exposure on Facebook ads, product placements on hit tv shows and large scale features on publications. 

Small businesses are fighting an uphill battle. 

SEO provides small businesses the opportunity to circumvent this battle to be top of mind. SEO is about optimizing for searches where people are looking for a service, product or information that your business provides. 

Searchers have a question or want that is top of mind, but they don’t have a particular business or brand that is top of mind. This is why SEO is important, it gives businesses the opportunity to compete for those people who want the service, but are not married to a particular brand or business. 

Conclusion

There is always opportunity for small businesses to compete and be successful in SEO. Don’t let the idea that only large businesses and funded startups can do SEO stop you from engaging, there is a lot of opportunity and leads available to those who find the right opportunities and commit to success in SEO.

SEO is Inherently Competitive

Transcript

Welcome everybody to another edition of ZUPO's SEO Talk and Tea

Today, the conversation is about SEO being inherently competitive. This isn't necessarily a question, but it is a topic I want to go over. I think it really helps you understand what SEO is all about. Of course this is SEO Talk and Tea, so let's go over the tea real quick. Today we have a Pu'Er tea, which is a fermented tea. I drink this probably the most of any other tea. It's pretty strong, but I like a strong taste, and I think it's just relatively healthy. I think it's a placebo I have. I just generally like it.

So let's get brewing and talking about SEO. So again, the conversation I want to have today is just discussing what SEO is and that we need to understand that SEO is inherently competitive, and the reason why I want to bring that up is because I think what happens with a lot of people's understanding of SEO, they think about it in a singular sense. So what I mean by that is when people think of SEO, they think of it in this way. "Hey, I'm going to hire someone to do my SEO. They're going to do some great work. Maybe after six months to a year, I'm going to start ranking on the first page for the keywords I want." Great. That's actually pretty typical of any SEO relationship, I do that for my clients, but I think that's where the problem is, because that's where people stop thinking about SEO.

The reason why I want to focus on that is because, let's think about it this way, when you get ranked on the first page of Google for keywords you want, that's only half the battle, but that's where those people stop, and the reason why I say that's half the battle is because let's say you achieve your SEO goals, you rank on the first page with keywords you want. Something that I think a lot of people don't think about is your competitors who are used to rank on the first page of Google, they're going to notice, because suddenly someone else has overtaken them. So this is kind of where the discussion of SEOs is inherently competitive, is that SEO is like a race. Once you have got to the first place portion of the race of a marathon, you are now first place, congratulations, but life is a marathon and so as business. It's not like all your competitors who used to be in the first spots are just going to lie down and be like, "Well, you know, someone else is number one, I'm just going to stop running and I'm cool with that." That's not what most companies do.

If you're like anybody else and someone overtakes you, you're going to ramp up your own efforts, and that's why I say it's only half the battle. SEO is inherently competitive. Once you rank on the first page, the competition gets worse. You start learning to invest more time and more resources into SEO because your competitors will, and I like to relate it to video games. You have gotten to the final stage, you're playing against the final boss. That's the first page of Google. Everything you have learned prior will hope you compete against this final boss, but you're going to have to try harder, learn new skills and be more innovative to beat the final boss, and that's where SEO truly is inherently competitive. It isn't a one-off homework assignment where, "Hey, we got you. You got out of this maze or you figured out the puzzle, you're done forever!" It's not like that. SEO is inherently competitive. I'm going to say that over and over again.

Once you get to the first page of Google, your competitors will see, they're not going to be happy, they might hire their own SEO companies. If they already have an SEO company, they might fire their SEO company, hire a new one, invest more time and resources into trying to rank, and that's where really the titans fight. We start looking at what are our competitors are doing, how much content they're putting out, how much links they're investing in, what are they doing in the community? What are we doing? Are we on pace? Are we still ranked above them? That's where SEO is inherently competitive. It's a longterm play, a longterm battle, and that's kind of where most success happens, because if you can be longterm and have your plans far out into the future, understanding that this is a marathon, not a sprint, you will be successful.

I have helped many clients who have that longterm view do well, because they understand that getting to the first page is just half the battle. We need to sustain it, build a foundational moat so that we can distance ourselves from our competitors, have a comfortable cushion, then we can start expanding to other SEO battlegrounds, but if you've kind of stopped too early, you get to the first page, you're happy, you never look at it again, you most likely will fail in the future and have to reinvest that same amount of time and energy into SEO to rank on the first page.

So again, my final closing note, remember, SEO is inherently competitive. It's not about just getting to the first page. It's about sustaining it, maintaining that first page, results, and investing the time, resources and strategies to do so.

So again, I appreciate you guys watching this video. This is a concept that I really like to hit on home in every one of my talks and every one of my conversations with clients. SEO is inherently competitive. If you enjoyed today's video, though, I would say please like the video, subscribe if you enjoyed it. I really appreciate you guys taking the time. Hopefully the video was beneficial, and of course, I want to go ahead and enjoy some tea. I hope you guys enjoyed the video, and if you guys liked everything, I hope to see you guys again, and join me for more SEO Talk and Tea thanks guys.

Is SEO or Social Media Marketing Better

Transcript

Welcome to another edition of Zupo's SEO Talk and Tea. 

Today's conversation about SEO will be about which is better, SEO or social media marketing. It's a pretty old question. It's been asked ever since the founding of social media. It's kind of a question that you probably have heard before. Today, we'll be going over my perspective on that and what I believe the best answer to that question is. But of course, this is SEO Talk and Tea so today, let's talk about the tea we have. Today, we have a black tea, which is very common. If you've ever had milk tea, that's usually the base for any milk tea. A black tea tends to be a little bit more flavorful and a little bit of punch. But let's go ahead and jump on it and get some brewing done. Get back to the question, which is better, SEO or social media marketing.

Now, that's a questioned, like I said, I get asked all the time. I'm an SEO, so you would think I'd always say SEO because that's how I get more business. But that's not really what I'm about here. What I really want to answer for you is which is better for businesses, social media marketing or SEO. Now, I guess the best way to answer that, and just like the question of SEO or PPC, there is no real answer for that because the best answer is it depends on the business you are running in and the competitive environment. SEO and social media marketing, I think the best way to answer that is to understand the concepts and the mediums that surround those businesses. Let's talk about SEO first. SEO revolves around search engines. If you use search engines like any normal human being in this world, you'll understand that SEO and search engines are all about answering questions that you're searching in the toolbar or Google search box.

If you think about that, let's think about and slow down a bit. If you are searching for something and you're searching something in the search box, you're getting some answers, it's all then about search intent. You are looking for something because you have an intention to buy something or learn something, or you just have the general intention, and it's very methodical. You've searched something. SEO is all about making sure that when someone searches for something, they have intent, and you as a business, you may have the service they want or the information they need, and you want to put yourself there. That's what SEO is all about. SEO comes into play all about, someone has intent, they want our stuff or they want something that we sell, and we're going to make sure that we're front of the line and we're going to appear once someone searches for it.

Social media marketing on the other hand, takes a much more traditional advertising and marketing approach. It's all about if you've ever heard of AIDA, attention, interest, desire, action. Social media marketing is very similar to how TV commercials work and how radio stations work. Social media marketing is all about, you are trying to run ads or post your content so that people who are in the demographic that you want to target, whether it be single moms, working moms or single dads, or young 18 to 34 year olds, whatever your demographic may be, social media marketing allows you to do that. You can identify the demographic you want and then you're going to start trying to get their attention and interest by showing ads, showing your posts. They may not know you exist, and that's the whole point about attention, interest, desire, action, AIDA. A lot of people don't know you exist, and that's why you're doing the marketing advertisement. They don't know you exist. You're going to get them interested in your product or your service or your offering. You want to create that desire and you want to create the action. That's how social media marketing works in the paid or non-paying form. You are trying to create that awareness, get the interest, and get someone to do business with you.

SEO on the other hand ... we're going to revisit that again ... doesn't follow that route. It's kind of flipping AIDA around. People have already expressed the desire that they want this service or information, and they have done the action, but they need to know that you exist and they want to be interested in you. It's kind of flipping the acronym on its head for SEO purposes. The best way to answer, like I said, is there is none that is better. It is more about the context. Do you feel confident there's already a large market of people who are looking for your service and then that simply you need to just show them that you exist? SEO might be best. If you feel like you have a groundbreaking or you have a great offering, and that you already are well known by people who are looking for you, but you want to make sure that other people who may not be aware that they have a problem but they could benefit from your software, tool or information, that's when social media marketing might be great.

Now, this is still to be honest, a very dumbed down version of this conversation. We can go much deeper, but I think the best way to answer the question of which is better, SEO or social media marketing, is to understand the context of the mediums and then decide strategically, does it fit with the marketing initiative you want? Do people already know about you, and you want more people to know about you? That's social media marketing. Do you have a great service but you feel like people are looking for that solution, but they may not know you exist? SEO might be a good solution. You can go many different ways around it, but that's generally the foundational starting point we discuss with our clients and community members when deciding if social media or SEO is better for you.

I hope that helps illuminate this conversation. You can go much deeper, and I encourage you to do so or even reach out to us or comment on the video if you have specific questions. I'd love to kind of go into more detail. But thank you for tuning in. I'm going to go ahead and enjoy some of this black tea. If you guys enjoyed this video, please hit like and subscribe. I hope you guys enjoyed it, and I hope to see you guys soon. Thank you. Oh, that's strong.

Why SEO Takes Time

Transcript

Welcome, everybody, to another edition of the Zupo SEO Talk and Tea. Today we'll be talking about why SEO takes time. That's generally a question I always get asked a lot. SEO is a little bit unusual when it comes to marketing, because unlike other marketing platforms, there's an instantaneous kind of success. You can go ahead and get started with Facebook marketing quickly, Google Ads pretty quickly, but SEO does take a lot of time, so we're going to be discussing that today.

Also, because this is SEO Talk and Tea, we'll be discussing the tea we have. Today is a black tea, which I generally like when I want something a little bit stronger. If you've ever had a milk tea or any Boba shop kind of teas, you've probably had a black tea and it's probably what you think of when you think of tea, especially when it's iced with Boba, you're probably having a black tea.

But let's go ahead and get brewing and talking about why SEO takes time. I think the way to understand why SEO takes time is that we have to understand the context of search engines and SEO. A lot of people when they start SEO, they really want to rank overnight. They would say, "I have a great site. I have a great business. My competitors are already ranking. That's kind of unfair. Why can't I rank tomorrow?"

I think the best way to kind of understand why SEO is not so instantaneous, why you can't rank overnight, is to understand it from Google's perspective. Right? When Google, as a business, they are a search engine, of course, they're Alphabet, and now they have a lot of different other models. But for the simplicity sake, let's just focus on their search engine business.

For their search engine business, they make money by ensuring that their customers or users want to use those search engine. And the way that you want to make sure someone wants to use your search engine is to progressively and consistently give good results back. That's probably why we don't use other search platforms like Yahoo or Bing of the past. That's why a lot of us use Google, because it's fast and gives us good results. Now, the best way to understand this, then, is if Google wants to ensure that they're providing good results and that they're consistent, they want to make sure that whatever they're returning is of high value, and that's kind of why SEO takes a while.

Google likes to see relevance, authority, but also they want to see consistency. They want to see that you have a resume, and a track record of doing well in this space. They want to see that you have authority, that you've been publishing content, that you're known in the internet world for what you're doing, and the longer track record and history you have on your website, the better you'll do. It doesn't benefit Google to see a new website tomorrow, immediately rank it above everybody else, because how do they know that that website is strong, authoritative, relevant? They need to take some time to understand these things. Right? For SEO purposes, it doesn't benefit Google to rush these things. They want to see you take the time to invest, build your website, build its SEO assets, so that they can read the site, see that you're proving yourself, then they'll rank you later. Right? Once that you've done a good track record of good SEO work. N.

Now, this is a lot of personification and metaphorizing ... I don't know if that's a word ... but I'm making a metaphor of SEO. This isn't directly from Google's mouth, but as someone who has practiced it for very many years, this is the best way I feel like I can explain it so that people can understand.

I also like to explain it on a different perspective though. Imagine we've done SEO together for two years. You've now, after long hard work, you rank number one for many different keywords. You're doing really well. Suddenly, Joe Schmoe out of some random garage decides to create a website overnight in your vertical, in your space, in your locality, they've created a website. And oh, by the way, because they created this website, gamed some keywords, they're now ranked number one ahead of your website. You'd be pretty pissed. Google would be pretty pissed, too, because they don't want to have their users see such high variability of search results. What I'm trying to say is, Google is inherently competitive. It takes a long time.

But for website listings, it doesn't benefit you if they change relatively quickly, either. It's better for you if they move a little bit slower, so that once you attain a high ranking, someone who has a terrible website doesn't overnight overtake you. You understand what I mean? What I'm trying to say is, SEO takes a while.

Because, one, Google wants to make sure that they're returning good results, and they're not going to return results that just got started yesterday, or just started doing SEO work a week ago, and suddenly we're going to rank them. They need to see a body of work that proves that this site has the authority, has the relevance, and should be ranked.

But, second, of course, from a different perspective, you don't want SEO to be the high variable of rankings, because you want to ensure that by the time you get your site ranked on the top page, or first page, or top spots, that you have some legacy for it. You can have some time to own that ranking. It doesn't benefit you if another site can take you over relatively quickly.

Therefore, that's kind of the perspective I'd like you to take. SEO takes time because it's not a pay-to-play platform. Google wants to see you prove yourself, and second, it also benefits websites of businesses that it doesn't move that quickly. Because, once you do, you put in the hard work and you've attained good rankings, you can maintain and hold it longer, and you run less of a risk of someone having more money, and/or someone trying to game the system and outrank you overnight. You don't want that to happen. And that's where SEO is really beneficial, and that's the double-edged sword of SEO taking time. It does take time, but once you own the space, that same time you took will benefit you and prevent other competitors from over-ranking you. It kind of serves as that moat to help shore up your marketing, ensuring that you own those leads.

Again, I hope that answers the question about why SEO takes time. It takes time for numerous reasons, and I think it sometimes just takes a different perspective to see why taking that time is actually beneficial. I hope today's video was helpful for you. Hope that clarified the situation a little bit about why SEO takes time. I'm going to go ahead and enjoy some black tea now, and if you liked this video, I hope you hit "like". If you really liked the videos, please hit "subscribe", and I hope to see you guys again in future videos. Thanks.


How SEO and Google Ads Work Together

SEO & Content

Businesses often have the misconception that Google AdWords and SEO are automatically connected and work in concert with one another. This assumption just simply isn't true.

What is Google Adwords?

Google AdWords is a pay to play platform where businesses and websites bid on keywords for higher visibility on Google search results to display ads. These ads help businesses receive higher visibility as they get to have their site listed on specially designated areas where these ads show. You can think of AdWords similar to a FastPass at Disneyland. Pay for the service and you get to jump to the front of the line, or in this case allow your website to jump on Google's sponsored search results if your budget allow. Google AdWords is a pay to play platform so, if you stop paying you will no longer appear and exist through any of their ad results.  

What is SEO?

SEO, on the other hand, allows you the opportunity to optimize your site and continue to rank highly on organic search results regardless of any exchange of money between google. Once your business is ranking highly through organic search results it cannot simply be outbid by another business to rank higher. An effective and well-planned SEO optimization strategy following best practices will ensure that your website ranks highly in organic search results; in order for competitors to achieve similar results, they must also invest the same time and use similar strategies to achieve your website's same level of success.

How SEO and AdWords Do Not Work Together

Unlike AdWords, SEO requires zero money being given to Google. There is no way to pay Google for improved rankings through organic searches. Therefore, you can't pay for Google Ads and have it help your organic search rankings; and strong organic rankings do not help you buy Google Ads either.  Despite these two marketing mediums not having a causal relationship, they can still be used effectively together. I always find it easier to understand a new concept by first explaining what it is not. Having a successful SEO strategy resulting in your site ranking highly on organic search results has no influence on your AdWords performance. Having a successful website does not influence the pricing for your bids just like paying for ads will not improve your website's organic search results.

How SEO and AdWords Work Together

SEO and AdWords can work together through the implementation of a well planned and successfully executed strategy. 

Using AdWords as a Research Tool for Successful SEO Optimization

Oftentimes, AdWords is actually a great tactic used by businesses to find what potential users may be searching for. This technique can save businesses time by allowing them to scout and figure out what relevant keywords are most likely to garner their success through SEO. Google AdWords does not require you to wait for 6 to 8 months to rank for a keyword, rather you can buy ads to test it out. It allows businesses to hone in on their most successfully clicked search keywords and phrases as well as the ability to track conversion rates through your website and business phone number.  

On average an SEO campaign targeting the first page in rankings can take anywhere from 6 months to 2 years depending on various factors. It can be quite disappointing and a waste of time and resources to optimize for specific keywords in SEO, waiting months to see results, only to find out the keywords are not bringing your business the relevant traffic and conversions your business needs.

A Successful Strategy using Google AdWords & SEO

AdWords and SEO do not have a causal relationship where investing in one automatically means you get a leg up in the other. They can, however, work together strategically. By investing in Google AdWords initially for your site you will be able to gather valuable information and statistics that will allow you and your team to build and initiate a relevant and effective SEO approach for your website ensuring that the keywords you are trying to rank for, provide relevant traffic and conversions. By understanding the benefits and limitations of both AdWords and SEO you can use this information to create a holistic search engine marketing strategy.


Can SEO Survive Without Content?

SEO & Content

The short answer is no. Content has many forms and is shared on a variety of mediums, and for SEO content is the lifeblood of any successful SEO campaign. In order to form a successful content strategy for your business, you must take into account your SEO goals and build upon them rather than conflict with them.

Let's go over some of the different intricacies of content and how to rollout content effectively and in line with your SEO plan.

SEO & Content

The purpose of a search engine is to provide users of a search engine with the best possible answer to their query. Google uses a number of factors to evaluate and determine what the best site or search result currently is. One of the most important factors given high priority within their algorithms is content. Not all content is created equal and content for the sake of content is not going to be enough to make sure your site is the best answer to a user's query. Rather, they are looking for high quality and relevant content to what users are searching for. Sites with little to no content will always underperform in comparison to sites from competitors that are rich in content. Therefore, it is crucial to take content into account when creating and implementing an effective SEO strategy through your site.

Forms of Content

When it comes to the classification of content for SEO purposes, not all content is equal or the same. The following are the most common forms of content

  • Videos - such as webinars, YouTube videos, and Screenshares.
  • Audio - such as podcasts, radio, etc.
  • Text – Lists, guides, articles, and blogs, are all examples of text content
  • Graphic Media & Art – Images, artwork, infographics are examples of media and art content

Mediums for Content

Just like there are a large variety of types of content there are also a vast number of mediums that can be used to share that content online. Examples of the most popular mediums to share content include:

  • Social Media
  • Websites
  • Forums

What is Best for SEO?

While there can be a whole debate and discussion relating to the best form of content, that is not what we are referring to here. We are here to discuss what kind of content strategy is the most effective when it comes to improving rankings and improving your SEO.  Your SEO strategy is based on the optimization of your website to fall in line with what search engines are looking to be the best answer. This means the highest value of content that you own must be placed on your website to raise your rankings and attract more relevant visitors to your site. While you may think that publishing content on other sites, forums, or social media may be a good move it will not benefit your site but rather the site you have published on. A better strategy would be to post links on the mediums that will direct visitors to your website to view the actual content.

What Kind of Content Will Give Your Site Greater SEO Success

While video and audio are exploding in popularity and used across all mediums to create an engaging user experience; these mediums are not the optimal content form for SEO. When it comes to SEO strategy text-based content is number one without a doubt. Search engines notoriously have a hard time reading videos and images, and if they can't read it they cannot evaluate it and rank it. High-quality text-based content on your website will yield you the best results. There are instances when a video is needed and in those specific instances, it is always best to publish a transcript alongside the video allowing search engines to crawl that data.

Content is a Necessity for the Best SEO Strategy

Content should be the focus and main source for producing an effective and successful SEO strategy in addition to your overall marketing strategy. SEO cannot survive without content in today's search engine landscape. By developing a well-planned SEO strategy that includes the best content to yield positive results you will greatly improve your website's overall performance and in turn, grow your business.


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