YPMS Episode 10: How to leverage content to drive qualified leads to your website with SEO expert Frank Olivo

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Show Notes

Casey Stanton
You’re listening to your perfect marketing strategy, the only podcast to teach you what marketing tactics are working right now, how to know which tactics are right for your business, and the immediate steps that you can take to deploy those tactics to grow your business today. Hey, it’s your host, Casey Stanton with CMOx, the fractional Chief Marketing Officer company. And I’m here with my friend Frank Olivo from https://sagapixel.com/. Frank is just over the river for me in New Jersey, and I’m in Philadelphia, and we met about a year ago at a local SEO meetup. I was taken by Frank’s experience and expertise in SEO. And I asked him to come on the podcast today to talk about the rule of content in SEO. Frank, I’m excited to have you here, man. Thanks for coming. Oh, thanks for having me. Casey. I’m excited to be on your show. Finally. Yeah, yeah. Cool, man. So I’m just like high level? Why should people at all care about SEO?

Frank Olivo
Well, it really matters if search is part of their buyers journey. And I will entirely recognise that SEO is not a panacea. There are industries where search isn’t as important as it as it is in others. But the ones that where SEO is part of their buyers journey, it can make or break the company.

Casey Stanton
Give me an example of industry where search is not integral to like the the growth of the company.

Frank Olivo
I would say so if I I’ll give you an example, if I owned a local gas station I searched wouldn’t be my primary focus, if what I want to do is grow the revenue of my gas station, I would even go even into some of the industries where that we serve. I would say that, like if you’re a law firm that’s handling, like corporate type matters. Like let’s say subrogation, like in other words, insurance companies suing each other over who should be paying insurance claims. Search isn’t is probably not the most important marketing channel for you, as the law firm is trying to land those insurance companies, because they’re probably not going out. And googling subrogation law firm near me. While we’re on the other hand, there are a lot of attorneys as you know, it’s a very competitive industry. There are a lot of attorneys that live and die by their search rank.

Casey Stanton
Yeah, absolutely. So you’re right. It’s like when there’s an industry where it’s kind of like who you know, and you would never just go to Google to find the answer. Those industries don’t work well in search. But there are obviously many industries that do. And I think of things like products, I think of local services. You know, when I look for landscape, like I want to find a landscaper, I’ve recently recently moved to Philly, like, I’m going to Google that so that landscaper can drive business through referrals, and through SEO and obviously SEO makes sense for them. Right?

Frank Olivo
Yeah.

Casey Stanton
So being number one on Google for the keyword matters. But one of the keywords that I find that’s really interesting in SEO these days is near me, which is like such a hyper specific keyword, can you peel back the curtain and tell me how a company ranks for x near me, like landscaper near me or dentist near me.

Frank Olivo
So that it is a local intense search as if somebody’s saying something like near me very clearly is, it’s what I find interesting is how Google first of all determines what is near me. Like, for example, if you were to do a near me search for coffee shop in Philadelphia, you’ll see that the radius that they’re they’re going to show you based on where you’re searching from with your device is going to be a lot tighter than it would be if you did something like family law attorney near me, where it’s interesting. Yeah, well, you’re more likely, it’s more likely to give you a wider search. I mean, even for us if you do think if you do search for like SEO for SEO companies. I’ve noticed too, that we do a lot of work with with the healthcare and plastic surgery. And I’ve seen like for us just seeing how we rank for things like plastics, like plastic surgeon SEO SEO company for plastic surgeons and so forth. In our region. We show up in the map results for it but the radius expands out no lighter like North Jersey and almost down to Maryland.

Casey Stanton
Oh, wow. That’s, that’s fascinating.

Frank Olivo
Yeah. So it’s not Google’s just determining it knows when you’re doing when you’re looking for coffee shop. You’re not going to walk from Mannie young to old city.

Casey Stanton
Right, right. For anyone listening. That’s like a 30 minute drive. Right?

Frank Olivo
So it’s, but it’s still in Philadelphia. And they’ve figured out by now that that’s not how that works. So that’s the first thing to consider. The second thing to consider is, Google needs to determine a confidence score for all of your information. So let’s say tire shop and your mate, let’s say you’re a couple months ago, I had a slow leak in one of my tires, and I got the notification on my way to, to the office. And I knew that if I parked my car, it was gonna be completely flat by the time I got out of work, and I was going to need to get it towed then. So I pulled over to the side of the road, I pulled out my phone and looked for tire shop near me. And I found one and I was able to drive it there, got it patched, and I was an hour late to the office, not a huge deal. what Google does not want to happen is for me to do that search drive to that tire shop. And I get there and turns out the close six months ago, and great and, and I just gave a they gave me a less than optimal user experience at that point.

Casey Stanton
Why does Google not want to do that? Because then you just hate Google and then Google services, and then Google loses their customer.

Frank Olivo
I’m going to use Bing next time they knew those shots.

Casey Stanton
Right

Frank Olivo
Yeah. So. So what they do is they’re they’re, they’re verifying all the local information that you have, and generating a confidence score that they have in your information. That’s where if you if you know anything about SEO and local SEO, you’ve heard people talking about local citations, my personal view is that they’ve somewhat decreased in in an impact these days. But Google still does use information from other websites to verify information about local businesses and websites are showing up in the map results.

Casey Stanton
So someone who’s not dialled into this citation may seem like a negative, what’s the citation,

Frank Olivo
A citation is you were listed, you’re meant actually means you were mentioned on another website, like a mention in the New York Times would be considered a citation. But generally speaking, if you’re talking to an SEO about local citations, they they’re usually talking about your Yelp listing, your Facebook listing, Better Business Bureau, and so forth, and so on.

Casey Stanton
So what I’m hearing is that having your your business information, your hours, your phone number, all of that stuff on your website, but then also on the different platforms that people would go to, to like find that, like, so many people go on Facebook and search. It needs to match. And that citation builds that Google confidence level?

Frank Olivo
Yes, we refer to as nap = name, address, phone number consistency. So you don’t want our old address there. I figured out there are about seven different ways that you could format the road that the highway that our old office was on. And we had to make sure that we kept it. We take we kept the consistent with the actually the way the post office used it, which was nj 73. Not rt 73 not route 73. Not RT dash 73 or nj interesting. Yeah. So Google sometimes can struggle with the formatting of addresses. So you need to settle on something and stick to it.

Casey Stanton
That makes sense. And that’s really easy to do when you start your business. But if someone has a mature business, and they’re like, Oh, I need to get 10 of my SEO, they’re gonna have to go back to all those different citations and change them. Yeah. Okay, so now you’re working on Google’s confidence level for that local listing, which is like, x near me a cup of coffee shop near me. What coffee shop should resolve? Is it the coffee shop with the highest reviews, the one that’s closest, like a magical mix of the two?

Frank Olivo
Well, they have Jeezy on the spot. Now, if there there are three factors that they call one of them is prominence. Proximity. And I’m blanking on the third one, and the third factor but prominence proximity. And basically in a nutshell, in layman’s terms, how close Am I to this place to the to the business? How prominent is a business? In other words like links, and I personally believe branded search probably impacts this, you know, everybody seems to be looking for a specific restaurant. I don’t know why Google wouldn’t use that as a signal that this is a reputable restaurant.

Casey Stanton
Oh, interesting.

Frank Olivo
Relevance is the third one. Yeah. So in other words, if you’re looking for a tire shop, and and there’s a minus there, well, how did how close is a muffler shop to a tire shop? Do I want to send them there?

Casey Stanton
Hmm, interesting. Okay, that’s that relevance. Hmm. So prominence can be influenced potentially by search queries that naturally happen that are like the name of the restaurant.

Frank Olivo
Search link. Links to I mean, if you’ve gotten if you’ve managed to earn links from bloggers over time, that will impact your local, your local results, both in the map results and in the blue links.

Casey Stanton
Okay, got it.

Frank Olivo
Results below the map results.

Casey Stanton
Yeah, that makes sense. And how critical are map results for local businesses? I would think super critical, right?

Frank Olivo
I would say it’s super critical. Yeah. We’ve seen in four websites that rank is Both the map results and that have the number one slot, have the number one like bluelink result? It’s usually a 50-50 split with the clicks like we own the Search Console. If they got 100 clicks a month, yeah, it’s probably about half of them went to the map results, and half of them went to the literally the number one result being the client.

Casey Stanton
Okay, tell me, have you seen any click through increase for like, the first position, that’s a snippet? Does that get more clicks? I mean, I would think it would. But it also seems like the target is harder to click, and it’s more natural to click maybe the second listing.

Frank Olivo
Yeah, so what I found with local and tenant searches, you tend to see a featured snippet less frequently, just because the featured snippet is usually trying to just provide information. But it does happen. And it does trigger sometimes. And I don’t have any, I don’t have any data from our we don’t have any websites that are showing featured snippets that are not like informational, that are local intent type searches. But I will say that we had a we had a we have a blog post that jumps in and out of a very prominent featured snippet related to SEO. And we had it for about a week and it became the the number one most trafficked page on our website. While we had it. Now were number two or three for the same query. But just having gone from that featured snippet to number three, cut the traffic down by like two thirds.

Casey Stanton
Oh, that’s significant.

Frank Olivo
Yeah, the feature snippet in at the very least for that query, the featured snippet really gets the lion’s share of the of the clicks.

Casey Stanton
Yeah. Okay. That’s fascinating. So let’s, let’s start moving over to this content idea. So the idea that I understand it is that Google is not going to drive traffic to a web page, if it’s the wrong experience. And the best way to show Google that it’s the right experience is to have good quality content on the page.

Frank Olivo
Yes, that’s part of it. So there are two, the whole contents discussion is very, it’s very difficult for a lot of people even in the SEO industry to really grasp, because they’re really, you’re really talking about two things. Part of it is making sure that you have a comprehensive content that you if you have a page that’s talking about that you provide managed IT services in Los Angeles, there are going to be a lot of things that fall under manage it services that if you haven’t your page, Google may look at and say see it as being relevant to as being more comprehensive. That’s one aspect of content. Another big part of content, though, which is the part that is the hardest for people to grasp. And as we’re hiring, I just went through a round of hiring. And I found that a tiny sliver of SEOs out there are good at is, is just understanding content marketing, and how content flows into the buyers journey.

Casey Stanton
Oh, interesting. So content falls into the buyers journey, I would think in two places. One is in the initial awareness. And then the second one is like education of the product or service as being the right solution. Yeah, more than that,

Frank Olivo
Yes. That I would say both of those and really just the people looking for they’re probably looking into their problems. So the thing that we see a tonne of of that gets a lot of traffic for our clients is caught are the types of queries that answer questions that would that would be the typical questions a client would have. So getting back to the the attorney example, it would be something like, Can I move? Can I move out of state with my child? Can I move from New Jersey to Pennsylvania, with my child, if I joint custody, somebody that is entering a query like that probably needs a family law attorney or child custody attorney? And having and being the result that can really answer that question, Well, can very often convert that visitor into a client? We see it on our own website on https://sagapixel.com/, we get a tonne of leads from people that just have a question about SEO, they landed on our website, and they say like, Hey, you guys very clearly know how to fix this. How much will it cost? And that’s it. I mean, it’s really just an email. And here’s the invoice.

Casey Stanton
And that’s the power of search, which is that there’s intent. I think that that’s like the thing that has to be drilled home to everyone who’s listening here that search has intent much differently than like Facebook ads, Facebook ads, you’re advertising to people who are looking at photos of other people online, but like when you’re on Google searching for, like the legal rules around moving out of state with a joint custody child, it’s like it’s quite clear.

Frank Olivo
People don’t get the biggest mistake I see in the SEO industry with content is people are under the impression that if I write a whole bunch of stuff about about family law, Google is going to man is going to magically start trusting my website more and I’m going to be number one for divorce. loyer Omaha. And that’s not the case. That’s not what happens. The reason that we write content is to get in front of people that have questions related to the services and products we provide.

Casey Stanton
So that makes sense with the intent with with the search traffic, and people are coming to your website. And they’re kind of like ready to do business because they had a problem that came to your site, there was relevant content. But you were saying that so many people build pages out of websites out and they think that Google is just going to reward them with a high level of authority. Why is that not the case? Why is building the content not the only thing that matters?

Frank Olivo
There are a couple things that we have to think from Google’s standpoint, like, what is it that they want, they want to give people what they’re looking for. And if a website can establish, let’s say, a track record of fulfilling search intent for a specific topic, and it’s in Google’s also seen that it when it analyses the content on the website, that it’s very well written, and it’s very comprehensive. And just this website seems like this domain seems like a good source for information related to x, then it is not, it’s not interested in rewarding product or content producers, it doesn’t care about us. All that it cares about are the users. And what it doesn’t want to reward us what it wants is to give the best results to it to search users. And if we’re producing great content that’s aligned with what people are looking for, and that people just seem to find what they want. If somebody does a search, like the joint custody example, and they just go dark. Google can interpret that as yet they got what they wanted there. They officially say that they don’t do this. But when you start when they have these, when they when they have these. These sessions before Congress, they say things like oh, we use click through rate to determine search volume. And I’ve also seen in our own in our own websites that doing things that like doing things that could potentially increase the click through rate, in other words of real users online, will will actually impact our search rank, or in one case I had I had an e commerce website that had a problem with the checkout. And our search rank tanked, like tanked. Were 5%. Within a week, there was no way for Google to know that my that there was anything wrong with the website other than people coming to the website, trying the bot purchase, not being able to and then going to the next result.

Casey Stanton
Interesting. And do you think there’s a correlation between like Google search and the use of Google Analytics reporting back?

Frank Olivo
I don’t think i think that what they’re doing is see they want to see are people finding what they want. And if and I don’t know why they would not pay attention to someone that’s clicking on the top result, and coming back in five seconds, and then clicking on the second one.

Casey Stanton
For sure, that it totally makes sense.

Frank Olivo
They say that they don’t though, like that’s their official position. I fall in the in the camp that doesn’t totally buy that specific topic though.

Casey Stanton
But I feel like there’s so much of that as an SEO like Matt Cutts, or whoever is going to say something and everyone’s like, oh, did you really just say that and yeah, yeah. Okay. So let’s talk about content. You mentioned like a longtail query, which was, is it legal for me to move my you know, drink custody trial to a different state? That is a longtail keyword, right? It’s very different than like family lawyer in New Jersey. Do you recommend a content marketing strategy that includes like Q and A’s like that? Or is that just a one off example?

Frank Olivo
No, it depends on the niche. If you work in an industry where if you are going to industry or if you have a product that people have a lot of questions about, then content marketing should be part of your strategy. Like our website, our Our blog posts get way more traffic than our service pages do.

Casey Stanton
Because we’ve driven through SEO traffic?

Frank Olivo
Yeah, because it’s coming, it comes in through organic through the vast majority of our traffic, organic traffic is organic search. And I and I also know that a lot of the traffic that we didn’t get to our service pages are going to be other SEO agencies. You know, they’re seeing these guys are on page one, what do they do? They click and they’re analysing our page. I know that that’s got to be

Casey Stanton
Like as marketers, we just know that everyone is always looking at our stuff, right?

Frank Olivo
Yeah. So even so a percentage of that is going to be are going to be actual clients. But when we have these other posts that we’ve done that just drive traffic that are that indicate that somebody has a problem that we can help them with? It’s that is actually where the real opportunities are. Because that traffic dwarves, our dwarfs, our pay our, our product pages, or our SEO page, for example.

Casey Stanton
Sure, that makes sense. So tell me, I’d love like a like a, like an example. I know that you’ve worked with a company in the LED space.

Frank Olivo
Yeah. So one example I gave that I can share, is it an LED, we work with a company that that’s a manufacturer of LED lights, it’s a small local company, but they do they do have a national, they do have clients nationally. And we did one we did a piece of content that was that they talked about exactly what their flagship product fixes in buildings. And we end with just having covered the topic, thoroughly. Having done the research to make sure that we’re getting this from every which angle and the word, we’re adding something unique as well, where it’s not just a cut, basically a compilation of what the page ones top blog posts we’ll talk about there right now jacking with Home Depot, for the top position.

Casey Stanton
Wow. So this small company that probably punches higher than like, like organically their budget higher than maybe their businesses, you know, footprint size, they’re battling against the juggernauts in the space, just by having a good SEO game.

Frank Olivo
Yeah. And really in the thing is with a search like that someone the type of search that like, for example, they work with laboratories, and if you have a pharmacy, and we haven’t done this content, so I can share it. If you’re if you are an LED company, and you want to sell lights to pharmaceutical laboratories, they have specific requirements, for example, like one of them being that the LED lighting, they need to make sure that it’s not emitting UV rays that could potentially affect some sort of photosynthesis, photosensitive chemicals. So in all those laboratories put filters to make sure that the lighting isn’t damaging anything. In keyword research, I’ve seen that ranking for if you own an LED company, here’s your free SEO, your SEO content to pretty much anybody that does a really good job of right of covering the topic does led to LED lights and MIT UV rays, you cover that topic thoroughly, you’re going to get on page one.

Casey Stanton
Well, because there’s so few people writing about it.

Frank Olivo
It hasn’t really been covered thoroughly. There is monthly search volume for it. I know because I’ve already seen this, I use this as an interview question. By the way, if you’re interviewing here, you know, no, ringer. So I’m gonna I’m gonna know if you heard the podcast. But um, if it’s has monthly search volume, pretty much any company should be able to rank for it. And it’s very clearly on the buyers journey. Because if you’re looking up a question like do LED lights emit UV rays, it’s because you you have a problem, you you have a unique, you’re interested in getting led retrofits for probably a building that already exists or a new building a new construction, and you want to make sure that it’s not going to damage anything, be it if you have a museum or if you have a pharmaceutical lab or whatever.

Casey Stanton
Yeah, that’s great. So there’s this idea of being able to find keywords that are on the buyers journey. How do you identify the intent of a keyword? Is there a tool that gives you that metric? Or is this like your gut.

Frank Olivo
It that unfortunately, is going to be domain knowledge, you just have to understand the product and the consumer. And that’s actually one of the things as I mentioned that that’s what I’m hiring for when I’m hiring someone that’s going to be doing keyword research, I’m hiring to see what is this person good at understanding what could potentially be on the buyers journey and what wouldn’t be in that same exercise. We I remember there was a result showing up that talked about like voltages for landscape lighting. And and it would be something that yes, they could rank for Yes, it’s um yes, it’s a there is search volume for each month, but it’s not in their buyers journey because they’re not interested in selling little kits for people to light up their landscape outside of their like outside. They want to sell $50,000 For the lights to a new construction.

Casey Stanton
And that makes sense. So it’s like identifying the keywords that are on the right buyers journey. Not just stuff that you can sell, right?

Frank Olivo
Yeah, yeah. We’re not interested in just we don’t want traffic for traffic sake. And that’s another area where I see mistakes. We’ve seen I’ve mentioned this example on a couple different podcasts I’ve been on where they we there was this blog post that was about what things to do are, was it? It was, it was on a car accident lawyers website, and it was how to prepare for vehicle crash. That’s what it was. And like, there’s no clear path for you grant. Let’s say you get traffic for great. Yeah, but it’s not going to turn into a client for law firm.

Casey Stanton
It’s a pre crash theory.

Frank Olivo
If I’m a company that sells car seats, that makes sense. I would even go as far as to say the maybe even a mommy blog that just wants eyeballs. And they want to get they want to talk about like how to prepare for a car crash, you’re targeting that keyword, and you’re targeting new parents that want to know, like, I want to make sure my baby safe. Makes sense. Doesn’t make sense for a car similar.

Casey Stanton
Yeah, interesting. So a big mistake people make is that they create content that’s not on the buyers journey that drives traffic for the sake of traffic, but it’s not qualified irrelevant traffic. And as a result, it’s just a waste of time.

Frank Olivo
Yeah, I think in that case, that would be a waste of time.

Casey Stanton
Yeah. And you know that that attorney is spending a lot of money on SEOç

Frank Olivo
He may be he may not be a lot of I actually see this mostly with people that try to do their own SEO, when people are trying when people are doing their own plant content planning and writing without any sort of training, they usually commit these following mistakes. They go into topics that are way too difficult. Like we had a divorce lawyer wanted us to do a thing about divorce and pets, and USA Today, and The Washington Post had already done articles on this topic. She was not going to outrank them, we didn’t do it. The other thing that they do is they write topics that don’t really seem to target any query at all, where it’s just their thoughts. If you haven’t…

Casey Stanton
It’s what I think is important. So therefore, everyone else should be searching and said that there’s no search volume for it. Right?

Frank Olivo
Yeah. I mean, if you have an audience, then that makes sense to do that, because you’re just you’re engaging and thought leadership. But if you don’t have an audience already, nobody’s ever gonna find that on Google. So you’re probably wasting your time. The other thing, the other mistake that we find is what I said it’s not on the buyers journey, like have you just decided to write about, about how to prepare for a car crash, because Walmart car accident or the car crashes? It’s not it’s not going to help you.

Casey Stanton
Yeah, that makes sense. Um, when we talk about search volume, I know that we can run over to like Google ads and look at their keyword explorer and be able to see search volume, what’s the minimum volume that you want to see for a keyword is 10 searches a month, like 1010 searches a month of like a highly qualified person, you know, if you could convert one of those that might be good business. But is that too small to focus on?

Frank Olivo
It depends on the client depends on your industry and who your customer is. And you’re absolutely right. If you are, if you are targeting, if you’re doing content that you’re going to have nothing but like C suite traffic reading, and that is your target audience. Then 10 searches and 10 or 20 searches a pump is fine by me. But if you are Home Depot and you’re trying to sell widgets, 10 searches a month for that topic right into that widget isn’t isn’t worth your time.

Casey Stanton
Yeah, that makes a lot of sense. All right. So I feel like it’s only a half of the story, though, to say that it’s the content, right, like once the contents there. What else is necessary to get readership of that content?

Frank Olivo
Well, we focus primarily on search, we do have some clients that focus on social media as well. And we will look for opportunities that that can rank on, they can rank and they could potentially perform well on social media, but they’re really hard to find those topics are tough.

Casey Stanton
Sure, but are you saying that just creating the content and just like blinking on the sites enough? Or do you need a backlinking campaign? You did an outreach campaign?

Frank Olivo
No, that actually depends. So there are topics that the what the the LED UV ray topic that I gave earlier, whenever we we come up with a topic like that, it’s pretty much a write it do a really good job of writing it and you’ll be on page one type situation

Casey Stanton
How many words there’s approximately, like what’s a minimum?

Frank Olivo
I don’t think that the word count matters as the infimum as the comprehensiveness and the information, the information density. So you can cover a topic really, if you can cover a topic really comprehensively in 250 to 500 words. I know that’s the very tall order. But let’s say theoretically, if it were possible to really cover a topic comprehensively in that amount, then you can do it. I’ll give you an example. What is SAP? That search is owned by what I mentioned there about local SEO is owned by an SEO company, another part of the country. I think, if I recall, if the search results the same as it was a couple months ago, it’s 500 words, maybe less. But Google’s determined that they’ve covered the topic thoroughly enough. There are other topics like if we were to do a search, like what is if you want to rank for what is NLP, I can also virtually guarantee that that post probably has like 250 referring domains to it. So if you want to rank for that, you probably need to have a link building campaign that goes along with it. Unlike the UV rays post that if you’re going to do that, you probably just need to publish it and move on the led the the posts that we that I mentioned that they’re competing with Home Depot for zero link building. We just published it.

Casey Stanton
Wow. That’s, that’s fascinating. But the website already had some authority, I would assume.

Frank Olivo
Yeah, a little bit, but it was like, I think maybe the third blog post that we did for them. So like they they had a tonne of, of blog content. I’ll give you another example. If you were to Google right now, as of October 30 2020, French dinnerware brands. The top result is a little mom and pop in Haddonfield, New Jersey, called the Polish plate. And they’re outranking, Bloomingdale’s, wayfair, Alibaba, William Sonoma, and all these juggernaut e commerce websites. And it’s literally like, like, it’s literally a little lady that owns the shop.

Casey Stanton
I looking at it right now. That’s incredible. Yeah, you you beat everybody.

Frank Olivo
They’re not our client. None of they, they’re not our client, but I know I know of them. And the reason that is, is if you click through to those results, her result is this, this Pharaoh piece on on French dinnerware, brands. And all the rest are just product pages. So Google says, Well, you know, a lot of people that are googling French dinnerware, brands just want to learn about printed dinnerware, brands, they’re not necessarily looking to purchase and this is the page that does the best job of explaining them.

Casey Stanton
And it also I’m looking at it, it links through to being able to purchase but it was after me reading and seeing all of the different types of dinnerware.

Frank Olivo
Yeah, and that’s the whole idea with content where you’re getting the person on the page by providing them value and saying like, Hey, you can buy this from me, or I can do this for you click here.

Casey Stanton
Yeah. Okay. So if if there was some advice that you would give to folks listening to this, how much time and resources should they put behind Seo? Is there any kind of rule that you think if they’re doing outbound marketing, how much of it should be inbound?

Frank Olivo
That I’m not having an answer to, I would say that all of that’s going to be on a case by case basis. And really, depending on your customer, what your, what your buyers journey looks like, again, if someone is if you were a new, a physician going out of like a plastic surgeon going out on your own, you’re just opening up a practice, you SEO should be front and centre. Like it should be one of the first things that you think about.

Casey Stanton
Like maybe even before you pass the bar, maybe before you even like finish med school, you should be considering this and maybe starting to create the content, not offering the service because that’d be illegal. But you could offer content, could you not?

Frank Olivo
Yeah, I don’t see why not I writing a blog writing blog posts. Like if you know, you’re gonna, you’re gonna go out you’re going to be a rhinoplasty surgeon around Cherry Hill, New Jersey. And you just you’re you’re in the middle of you know, you’re wrapping up your fellowship right now. And you decide you’re going to go out in your own right out of the gate. There’s nothing keeping you from like legally keeping you from blogging about rhinoplasty and answering the kinds of questions that people would have.

Casey Stanton
Yeah, and all that stuff, then I would assume compounds over time for this doctor. By the time they open up the shop, they’ll already have like a potentially a, like a demand coming in.

Frank Olivo
Yeah, potentially. It depends on the market. Probably. I bet if you tried to do this in Los Angeles, or Miami will be a lot of work. Yeah, right.

Casey Stanton
Yeah. Okay, cool. So that makes a lot of sense. And the creation of content. One thing that I’m hearing you say, is like, you’re creating content, you’re, you’re creating blogs, with blog posts, do you do you like a permalink? That has the date in it?

Frank Olivo
Oh, I’ve never had anybody asked that before. So the permalink never I never want that in the you in the URL structure dates.

Casey Stanton
So what I’m saying here for everyone listening is like website.com/2020/10/SEO-hacks. You don’t want that you just want .com/SEO-hacks.

Frank Olivo
Yeah, as a matter of fact, that should probably even be in our Seo audit, I guess shoot, I would even go as far as to say that when we’re when we’re auditing new clients websites, that’s something we should probably be looking for. Because that cannot help. Just just it does, you’re outdated immediately. Yeah, it gets outdated if you ever wanted to. I mean, just think about it. If you if you had a question about, like, SEO, and one of the results says, and you see on Google and the URL structure 2013, you as the owner of that website, just lost that click.

Casey Stanton
I will not go to it. And it is like the information over the last three years, it’s like probably, like, still relevant. But I’m not going to click a link that’s more than six months old, I sometimes even just search Google and do that special search where I can limit the relative like how recent that article was posted or whatever. Mm hmm. Yeah. Okay. So you’re doing blog posts, instead of pages for some of this content that’s really important to rank. And just like assuming that the person listening is using WordPress, do you recommend a page over a post? Or do you find them to be just equivalent?

Frank Olivo
Well, the pages versus post with your CMS is usually just an organisational decision, like I don’t want to. But if you had the same piece of content that in an alternate universe, you published it, using the pages part of WordPress and the post part, assuming like everything else was the same, like the format of the page was identical everything. It shouldn’t impact anything. But as far as getting into the discussion about well, let’s say I want to target called using the rhinoplasty example, again, if I wanted to target the query, how much is a rhinoplasty in Philadelphia, is that that’s definitely that’s right on the buyers journey, that’s probably has just as much intent as looking for an actual surgeon. The right, you have to make a decision, then, is that something that I want to answer on my service page? Or should I write an entire blog post that talks about the factors that go into the cost of this procedure? in this market? Like Boise, there’s there? I don’t know how many six different types of rhinoplasty that are out that that that a surgeon may perform? And maybe you want to talk about how each one of those affects the costs in this market. At that point? It’s it’s a strategic decision. Do I want to go for a blog post? Or do I want to include all that information? Right, my service page, and the way I would usually determine that is by just looking at the search engine results, like, Is it a blog post that’s answering that, then maybe we need to have a dedicated page for that.

Casey Stanton
Cool, that makes sense. Well, this has been really helpful. I’ve gotten some takeaways here. I mean, specifically around like the big mistakes you mentioned, which is writing content without targeting a problem that someone has targeting content that’s not on the buyers journey. Targeting keywords that are too competitive, and trying to battle against people that you’ll never beat. And then writing about something that there’s not enough monthly search volume four, and there’s a caveat there, which is maybe a few searches a month is okay for you, for your keyword for your business, because it’s a high value, keyword. But, you know, oftentimes you want to get a lot of searches and you know, a lot of potential for clicks. And we’ll probably the listener here probably has to work their way through longer tail keywords, they can be LED lights, they have to be things like do LED lights emit UV rays, and they’ll be able to rank for those things easier. And that’s where that lower competition is. Your notion about nap consistency. I hadn’t heard that term before name, address and phone that’s helpful to be able to call it something the prominence proximity and relevance I think is really great. And all the things that you said here, push back to that first statement around increasing Google’s confidence level in the website. And I think that that makes a lot of sense. I think relevancy is kind of like core to that. So this has been super helpful. If someone wanted to reach out to you and talk to you and maybe pay you guys for an audit. What’s the best way for them to reach out?

Frank Olivo
I just go to https://sagapixel.com/ if you fill out the contact form on our thank you page, you’ll find it up even a mike a link to my calendar. So you can book a time with me. I mean, even if you just want to sit down for 10 minutes and ask some questions. I’m happy to take the time and help somebody out.

Casey Stanton
Awesome, awesome. So that’s SagaPixel as a https://sagapixel.com/. And this is Frank Olivo. So thank you, Frank, so much for the time really appreciate it.

Frank Olivo
Okay, thank you. Thank you for having me.