Mad Scientist Radio Episode 3 – Search Engine Marketing and Common SEO Terms

Transcript of Episode 3

IAN: Hello again I’m Ian

ANDREW: And I’m Andrew

IAN: And welcome to the show and today we are going to talk about common SEO terms, so search engine optimization obviously has an entire vernacular really, a language of its own so lets go through those familiar and unfamiliar terms

ANDREW: It certainly does, there’s so many but some of them, the more basic ones we get asked a lot about is SEO obviously which stands for search engine optimization. SEM stands for search engine marketing. Difference between the two is with SEM you’re talking more things like AdWords, Facebook Ads, Linkedin Ads and other forms of advertising on other forums like Amazon, Ebay and those sort of things. Then theres one that people wouldn’t even have the foggiest what it is, its called SERP. What that stands for is search engine results page. So basically if you do a search in Google its the page that comes up that is called the SERP

IAN: The listings you get on that search, the SERP is the little excerpt you get, is that right?

ANDREW: No, its just the whole page

IAN: And then obviously AdWords is another one

ANDREW: Yes, people think what on earth is AdWords. AdWords is Google’s online advertising service, so when you bring up your results page, at the top of it,  on the right hand side and down the bottom you’ll have these results but they are usually highlighted in a light yellow. Those are AdWords, theyre just ads people have placed and bidded on and the more money you bid per click. So what that means is that if you’re setting up your AdWords account and you say you’re willing to bid $1 for everytime someone clicks that, Google works it out and it ranks you. So the person who bids the most money for that keyword will be number 1 and there on.

IAN: That sounds like an interesting one so for the highly competitive ones your talking about hundreds of dollars per click are you?

ANDREW: It can be, I’ve seen ones range from 2 cents per click right up to over a hundred dollars per click and all that depends on how competitively that keyword is

IAN: Okay well that sounds like a future episode of its own

ANDREW: Absolutely

IAN: What other terms are there?

ANDREW: Then related to AdWords or online advertising is PPC, simply stands for pay per click. So what that means is thats the amount of money you pay every time somebody clicks your ad. CPC is known as cost per click. Its basically the same thing as PPC.

IAN: Okay, so its slightly different terminology there

ANDREW: Then there’s CTR which stands for click through rate. What that means is, its the amount of clicks  a keyword gets in percentage terms so for example your ad is seen 1000 times, the amount of clicks you got is 100 so your CTR is 10%

IAN: Okay, so my poor mathematical skills can work that one so that’s good. What about, i know we have covered this previously but Google Index, what are we talking about there?

ANDREW: The Google Index is simply a database of videos, webpages, documents, images and so on. Everything to do with your particular websites so its the way Google categorizes your website

IAN: Okay, well we have a number of Google terms I suppose that are part of the vernacular

ANDREW: One of the more common ones people ask “what is Google Analytics? Never heard of it”. Google Analytics is simply a Google program that  anybody can get on their website and its free. What Google Analytics does is it measures every activity on your website like how many visitors you have on what day, where they came from, what country, what city, how many keywords is your site being found by, what’s the CTR of your website, what pages are popular, what pages are not, what pages people leave your website from, what pages people enter your website from

IAN: Theres a lot of information there

ANDREW: There is a lot but it is very helpful for people to know exactly who’s visiting their website and if not why not and what pages need optimizing

IAN: I also find it interesting that it shows you the journey that people take through your website so I think its a pretty interesting bit of information to have to see how people travel through the website and where they drop off. Of the Google tools there’s one really for Webmasters too isn’t there?

ANDREW: Absolutely. Theres one called Webmaster Tools and it can pretty much do the same thing as Google Analytics but there is a few other features it has like for example it would tell you where all your backlinks are coming from, it would tell you where the broken links are on your website and alot of other things. Both of these programs (Google Analytics and Webmaster Tools) are free, anybody can actually use them but you need to set them up on your website. Another big thing people ask about is bounce rate, “what on earth is a bounce rate?” Bounce rate simply means somebody lands on your website from whatever source, they look at it and think “nah, this isn’t the place for me” and they leave. So they kinda bounce on your website and then they’re gone

IAN: Okay, so again thats something that needs to be addressed. I suppose the more targeted your traffic is, the more likely they find their search useful and too stay on your website.

ANDREW: Absolutely. If your bounce rate is very high, it means that people landing on your website are not finding what they’re looking for so your website to them is not relevant so then as the website owner or the Webmaster you need to work out why

IAN: Alright, well you’ve mentioned before in the regards to the Webmaster Tools that it shows you backlinks so its another term people hear a lot, can you give us an outline on backlinks cause its quite a controversial saveriant

ANDREW: Yes, a backlink is simply a link from another website pointing to yours. That’s all a backlink is

IAN: Okay, well that is good to know cause there is a number of other things to cover backlinks we’ll discuss in great detail later on. I suppose there’s a various different terms that gets thrown around in regards to the tactics SEO people use

ANDREW: Yes, you may heard people say “I use Black Hat Tactics” or “I use White Hat Tactics” or “I use Grey Hat Tactics”. Black Hats simply SEO  tactics which Google disapprove of so in other words it goes against their webmaster guidelines. White Hat is everything they like. And then theres Grey Hats which is somewhere in between, you use some tactics Google don’t like but they’re kinda in the grey area

IAN: Okay, so far as Black Hat, White Hat, Grey Hat goes I suppose most of these kinda things are particularly in the way of grey hat, its mainly because Google doesn’t reveal their whole hand so I guess there aren’t guidelines because perhaps its something of a new strategy that someone’s trying

ANDREW: So people using Black Hat SEO tactics are people gaming the system so they’re artificially manipulating Google’s way of ranking as such so they get to the top

IAN: Okay, so that would be one of the key things for an instance a business would ask if they’re looking for a good SEO company is too ask “Are you using White Hat tactics”, is what you want to ask?


IAN: Probably not mention Gray Hat

ANDREW: Definitely not

IAN: But of course if the SEO company answers they are indeed using Black Hat tactics, just run. But they are unlikely to admit that.

ANDREW: Just a couple more there’s something that some people aren’t familiar with is robots text. A robots text is simply a little text file and basically what that text file says to the search engine “okay you can call this part of my website but do not call this part, that part and that part. Its kinda like a guideline for search engines

IAN: Its not a robot writing poetry

ANDREW: Absolutely not, the whole idea of it is that you the website owner are in complete control of what Google can look at and what it can’t. Now I’ve seen some of these text files go terribly wrong whereby the text file absolutely bans all search engines from ever calling the website, of course if your website is not crawled or indexed by the search engine you will never be found

IAN: So just finishing up, how does that tangibly affect a business if they’re blocked from a search engine

ANDREW: Well it means a search engine cannot a look what your website is about, cannot categorize it so it won’t index it which means if its not indexed which also means no one can find it

IAN: Okay, so you will be absolutely nowhere, definitely not the desired result, thank you Andrew

ANDREW: Thank you

IAN: Once again if you have questions you can visit our website, thanks for listening

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