About this Episode:
Joseph is joined by our special guest Chris Boggs, Founder of Web Traffic Advisories and former president of the Search Engine Marketing Professionals Organization.
In this episode, Chris discusses the growth of SEO over the years, and how certain content dominates content rankings through SEO. He explains the importance of starting as early as you can to start research and learn the best techniques for benefitting from SEO if you want your content to be successful through the use of SEO.
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Connect with our host Joseph Franklyn McElroy:
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Joseph discusses the history behind utilizing content for marketing, specifically how an American inventor in the 19th century revolutionized marketing, including assembly instructions on his harvester products, and publishing his own magazine. That, because he marketed through the customer’s viewpoint, rather than the creator’s, allowed him to create wise content decades before digital marketing was created. Joseph introduces his guest, Chris Boggs, founder of Web Traffic Advisories. Chris explains his background in Search Engine Optimization (SEO), and how the content behind website links is the core of SEO. Joseph and Chris discuss how Chris approaches content creation for marketing through an SEO perspective and the importance of accessibility of content.
Joseph and Chris discuss the growth of SEO over the years, and how certain content dominates content rankings through SEO. Chris explains the importance of starting as early as you can to start research and learn the best techniques for benefitting from SEO if you want your content to be successful through the use of SEO. Joseph and Chris discuss pull marketing through SEO, as well as how Chris would define “Wise Content Creates Wealth”, saying that wealth is the most important word in the phrase, and that someone must define what wealth is for themselves. Christ explains how Best Buy successfully creates Wise Content, that is both accessible and understandable.
Joseph and Chris discuss the importance of creating a webpage that has value for the users as well as value for SEO, as if too much focus is put on one or the other topic, the webpage would not be as successful if the focus was balanced. They also discuss reviews, and how user-created content affects SEO. The two discuss how the most important aspect of content is user engagement, and that without a large amount of user engagement on a site, the site can not compete against other sites in the modern-day. They also discuss the necessity of mobile-accessible content, as well as what kinds of content and content strategies are not successful through the use of SEO.
Joseph and Chris discuss the importance of understanding both your audience and your competitors to understand what kind of content suits your purposes best, and the kinds of tools you can use to learn what your audience wants and what your competitors are doing. Chris explains his practice, and how he helps clients with their advertising campaigns, specifically with SEO and SEO keywords.
00:00:39.840 –> 00:00:50.640 Joseph McElroy: Hello. Thanks for joining us on this week’s episode of wise content creates wealth you’ve heard about the content being king. Well, why is content rules the world?
00:00:51.180 –> 00:00:59.940 Joseph McElroy: This podcast is about understanding how you can make and utilize wise content to improve your financial success or your businesses financial
00:01:00.510 –> 00:01:10.530 Joseph McElroy: Profits I am Joseph Franklyn McElroy and I’m a marketing technology expert who has built multi-million dollar companies. I’m also an award-winning content producer.
00:01:11.790 –> 00:01:19.530 Joseph McElroy: Be sure to go to wisecontentcreateswealth.com to sign up for my newsletter and get access to resources to help you produce wise content.
00:01:20.640 –> 00:01:40.560 Joseph McElroy: My company is Galileo Tech Media leader and SEO and inbound marketing specializing in wise content tactical execution wise content is content that incorporates semantic science behavioral science AI and data to make marketing content that is smart, and that performs better
00:01:41.790 –> 00:01:53.160 Joseph McElroy: Our agenda today is a little history, a chat with an industry leader who’s going to talk about the process of creating wise content that performs and some resources to explore further.
00:01:54.330 –> 00:02:00.630 Joseph McElroy: So a little history, you know, utilizing content to market is not necessarily a new thing.
00:02:02.040 –> 00:02:08.760 Joseph McElroy: But people don’t know that it actually sort of modern content marketing happy and started in the 19th century.
00:02:10.140 –> 00:02:23.370 Joseph McElroy: There was an inventor and the 1850s, a guy named Cyrus Hall McCormick senior who was an American inventor and founder of the McCormick Harvesting Machine Company, which later became part of International Harvester company.
00:02:24.120 –> 00:02:28.500 Joseph McElroy: He is accredited his credited with inventing the mechanical wheat Reaper.
00:02:29.640 –> 00:02:43.950 Joseph McElroy: Which revolutionized farming. He also revolutionized marketing with content marketing tactics. Some of the things he did were he made use of extensive use of testimonials and encouraged word of mouth.
00:02:44.940 –> 00:02:55.920 Joseph McElroy: Marketing of his word of mouth of his products, he created written assembly extraction instructions that were simple and aided by numbers printed on the parts.
00:02:56.400 –> 00:03:11.940 Joseph McElroy: And things that you get an IKEA today, you had he created the basically the franchise model with local merchants acting as a sub-agents and giving them lots of content to help them sell his products great after-sales service.
00:03:13.290 –> 00:03:17.280 Joseph McElroy: He started training by giving training materials to farmers.
00:03:18.450 –> 00:03:34.980 Joseph McElroy: And he coupled advertising, this is interesting he coupled advertising with the push for product articles that were picked up by other newspapers and I think that’s a key thing what we’re talking about in terms of wise content in today’s in today’s
00:03:36.450 –> 00:03:53.550 Joseph McElroy: World and also he published his own magazine, which is a great concept for many companies, especially in the B2B space to be your own publisher and having journalistic cock quality content that lets people get expert advice on what’s going on.
00:03:55.080 –> 00:04:02.010 Joseph McElroy: He also did things like creating content. He had debt live demonstrations and other things.
00:04:02.760 –> 00:04:10.890 Joseph McElroy: But you know his, his revolution was to market from the customers’ viewpoint and how every aspect of the total offer can be improved.
00:04:11.130 –> 00:04:19.080 Joseph McElroy: And that included all the content that surrounded the product, the training manuals, the articles and went out to Matt newspapers and were coupled with the advertising.
00:04:19.680 –> 00:04:35.100 Joseph McElroy: So, you know, he invented a process, not based upon digital at all to create wise content. Now my guest today is Chris Boggs who is a 20-year veteran of the digital marketing industry.
00:04:35.670 –> 00:04:42.690 Joseph McElroy: Chris started working with search engine marketing campaigns in the insurance space after leaving the US Marine Corps.
00:04:43.860 –> 00:04:50.340 Joseph McElroy: Right before year two k. Luckily, nothing happened to take down the internet and Chris learn hands-on SEO and paid search
00:04:50.820 –> 00:05:02.250 Joseph McElroy: In the early years of the 2000s, then Chris lever does marketing degree to launch an agency career, which culminated with informing his consultancy web traffic advisors in 2014
00:05:04.410 –> 00:05:14.040 Joseph McElroy: Clip Chris works directly with CEOs CMOs and marketing leads to manage to improve campaigns and he’s been doing this for 12 years for enterprise agencies.
00:05:14.610 –> 00:05:22.050 Joseph McElroy: And he works with all people for all companies from all walks of digital life.
00:05:22.380 –> 00:05:37.050 Joseph McElroy: And from designers and developers to product owners and content owners PR teams and business intelligence groups. He lives in Saratoga Springs in upstate New York and indoors soccer golf and walks in the woods with his family and Abby Labrador. Hello, Chris.
00:05:37.650 –> 00:05:47.580 Chris Boggs: Hello, nice to be here. Joseph. Thank you for the kind introduction. And that’s a great story. You know about sort of how you know these things started.
00:05:49.350 –> 00:05:53.190 Joseph McElroy: Right. Yeah, we are. We’re the Cumberland culmination of a
00:05:54.300 –> 00:05:56.220 Joseph McElroy: Week Reapers company.
00:05:57.390 –> 00:06:02.310 Joseph McElroy: So in rural America invented modern content marketing. That’s good to know. Right.
00:06:02.580 –> 00:06:04.860 Chris Boggs: Yeah, make sense. Yeah.
00:06:05.430 –> 00:06:12.210 Joseph McElroy: So let’s get started. What are some of the agencies, you work for, and what roles allowed you to most influence their content strategy and creation?
00:06:13.020 –> 00:06:22.680 Chris Boggs: Sure, so first of all, I think that the important background is that I’m in SEO originally or search engine optimizer. And so hopefully people won’t
00:06:23.010 –> 00:06:30.540 Chris Boggs: Turn it off and hear that because a lot of SEOs have gotten bad names, but that is what I would classify as my sort of agency undergraduate degree.
00:06:31.110 –> 00:06:34.140 Chris Boggs: Well, so for me to say, let me just say, oh, you know, I’m in the SEO.
00:06:34.140 –> 00:06:47.400 Joseph McElroy: Space and there’s a lot of people that don’t know that there’s a lot. There’s a lot of wind out there talking about SEO, but there are a very few people that can do it on this scale and expertise that people are you and I have
00:06:47.760 –> 00:06:51.900 Chris Boggs: All right, I appreciate that and agree just simply because we’re old right
00:06:52.200 –> 00:07:00.240 Chris Boggs: I know enough to get into this reality when it started Google came out and you know we’re. This isn’t about SEO fundamentals, but
00:07:00.570 –> 00:07:09.780 Chris Boggs: It is important when you look at SEO to think about it for one moment as an introduction. So you understand why I’m coming at this topic from the way I do
00:07:09.990 –> 00:07:20.550 Chris Boggs: And the way that I look at it is that you know from a Muslim perspective you have a technical base and the core is content right and not just content that’s text.
00:07:21.000 –> 00:07:31.230 Chris Boggs: But all types of content that we’re going to talk about today. And then what is needed, also for SEO is an authority in the form of people talking about it or linking to it right so
00:07:31.710 –> 00:07:42.690 Chris Boggs: The core is to create that content and and I’ve often or for a long time. I’ve been sort of a proponent of letting the content be the king and guide the links.
00:07:43.170 –> 00:07:52.560 Chris Boggs: The links are certainly the queen. When you talk about SEO, but it’s the content that it has to be charismatic, right. So that being said, this is I learned this by
00:07:53.070 –> 00:08:05.070 Chris Boggs: Originally being in house. And then I was in a small agency outside of Baltimore when a great team small team, and neither shot was the principal there and she was just a really early.
00:08:05.460 –> 00:08:11.340 Chris Boggs: really sharp SEO minded person, literally, working with cold fusion and some of these other like old school.
00:08:11.880 –> 00:08:18.990 Chris Boggs: Ways to build websites, but she taught me some amazing things about sort of that technical base that I mentioned I went from there.
00:08:19.710 –> 00:08:25.440 Chris Boggs: I was fortunate to get head on it to go to work to an agency in Cleveland, that was
00:08:26.280 –> 00:08:42.180 Chris Boggs: Ultimately acquired by brute lon or Rosetta which was ultimately acquired by publicists, I also spent some time at so that agency was called Blue line and then I spent some time at Ave. A Razorfish, and it was then in Philadelphia.
00:08:43.980 –> 00:08:53.820 Chris Boggs: Bridge. That was fun. I was their first SEO strategist and it was kind of a cool rolled and that’s when I got to start, you know, working with all these different
00:08:54.090 –> 00:09:02.970 Chris Boggs: Levels of people within the agency and client ecosystem, right, because really, in the mid 2000s and to the mid to to now.
00:09:03.600 –> 00:09:16.530 Chris Boggs: You know, SEO is obviously percolated into more and more areas of the web sphere of what you’re doing for marketing, right. So those are the agencies, I ended up with a smaller agencies, up, up here.
00:09:17.070 –> 00:09:21.090 Chris Boggs: I was chief marketing and operating officer for an agency called internet marketing ninjas.
00:09:21.660 –> 00:09:29.610 Chris Boggs: In Clifton Park, New York, and then six years ago, I just for my own thing and have been working in support of large agencies.
00:09:30.360 –> 00:09:39.180 Chris Boggs: As well. I’ve had projects here and there to basically backfill their expertise from an SEO perspective but I mostly work directly with clients.
00:09:39.720 –> 00:09:49.530 Chris Boggs: Either helping them, you know, working directly to manage their agencies or directly to manage their campaigns. So that’s kind of what I’ve been doing
00:09:49.980 –> 00:09:55.020 Joseph McElroy: Cool. Well, you know, when we, when we, when we did a little preparation for this discussion.
00:09:56.160 –> 00:10:02.100 Joseph McElroy: Yeah, I was impressed that you stress the importance of developing a strong foundation for all digital content.
00:10:02.940 –> 00:10:14.580 Joseph McElroy: So before we get into the strategies and wise content, could you I think it’d be a good idea to provide a summary of how approaching content with SEO background as a as has taught you to think technically
00:10:15.600 –> 00:10:19.920 Chris Boggs: Sure. Well, first of all, I’ve learned that you should never
00:10:20.790 –> 00:10:32.400 Chris Boggs: You know, consider yourself as a marketing person, any, any way like superior minded or having better ideas than when you’re dealing with technical teams. Right. Let’s touch on the human side of it first.
00:10:33.120 –> 00:10:46.350 Chris Boggs: SEOs originally were sometimes seen as being you know bulls in a china shop, as they say, and barging in and saying hey fix this, do that, do this, do that and and we are in fact enabled by
00:10:46.800 –> 00:10:56.550 Chris Boggs: Google, for example, and being have these Webmaster Tools that guide us to tell teams that are technical teams and large, you know, the larger the organization.
00:10:56.790 –> 00:11:02.730 Chris Boggs: The more people that are involved in it and ownership of the back end and the front end of the website right so
00:11:03.390 –> 00:11:11.820 Chris Boggs: I need to just start by saying that it’s very important that SEOs that work in this area do approach it diplomatically and look for ways
00:11:12.270 –> 00:11:23.790 Chris Boggs: The best way, obviously, to get improvement from a base technical SEO perspective is to work together with the technical team to accomplish changes being recommended
00:11:24.330 –> 00:11:33.750 Chris Boggs: Frankly, by Google right now. You know, you could argue why should we follow these specific Google has a tool called core web vitals.
00:11:34.230 –> 00:11:43.710 Chris Boggs: Was originally called page speed insights, then it became known as lighthouse, which is really the tool that manages what their product core web vitals is I guess the best way most
00:11:43.800 –> 00:11:46.320 Chris Boggs: Right. Say it. This is January.
00:11:48.120 –> 00:11:48.630 Joseph McElroy: Again, make
00:11:49.320 –> 00:11:49.470 It.
00:11:50.490 –> 00:12:01.080 Chris Boggs: But point is is that that’s what that’s what the base of all this discussion is right. What we need to do is if we’re going to take the time to develop content and wise content to help to support
00:12:01.800 –> 00:12:09.660 Chris Boggs: Well for either. We’ll talk about that later. You want to make sure that that content is not only be able to be indexed.
00:12:10.110 –> 00:12:13.560 Chris Boggs: You know, just a simple indexation process within search engines.
00:12:14.070 –> 00:12:32.820 Chris Boggs: But that it has a mobile friendliness to it. I mean, this is 2021 and and in May. Google is really pushing even more of this forward. So if you think SEOs have been whining about technical SEO for in the past. Welcome to more coming through point is that
00:12:33.870 –> 00:12:46.860 Chris Boggs: Technical has to be your base for all this content discussion because if you’re not getting your content indexed or it’s getting indexed, two times or three times or if there’s other things that aren’t supporting it. And we can get into.
00:12:47.340 –> 00:12:54.000 Chris Boggs: internal linking later because you and I are both advocates of that and the importance of it from a user experience and SEO perspective.
00:12:54.330 –> 00:12:58.260 Chris Boggs: But, you know, those are the things that you want to deal with. And there’s a whole checklist.
00:12:58.890 –> 00:13:08.220 Chris Boggs: Every SEO has a slightly different one in their group separately, but they have to do with site responses redirection making sure that there’s only one version of a page.
00:13:08.490 –> 00:13:15.840 Chris Boggs: These are all crucial to whatever we talk about the rest of this show. If you don’t have that right, you’re not going to benefit from the investment in your content.
00:13:16.170 –> 00:13:25.830 Joseph McElroy: Yeah, I agree with you know I got one quick we’re about to go to a break. So quick question. Um, what do you think about accessibility. Is that, is that a real requirement for SEO.
00:13:26.610 –> 00:13:32.970 Chris Boggs: Well, I’ve always loved accessibility cuz since in the early probably mid 2000s. I first said it.
00:13:33.510 –> 00:13:39.090 Chris Boggs: Google’s the largest blind user of the internet, right. And so the reason. What I’m saying there is that
00:13:39.660 –> 00:13:49.200 Chris Boggs: You should make your content, whatever it is legible to disability screen reading software’s, I think it was target that was hit really hard in the 2000s for
00:13:49.830 –> 00:13:55.830 Chris Boggs: The inaccessibility of their content to certain classes that were in a disability.
00:13:56.340 –> 00:14:07.050 Chris Boggs: Either they’re using screen reading software or for some or the reason they’re unable to access. So think of that because you can kill two birds with one proverbial stone by
00:14:07.470 –> 00:14:14.850 Chris Boggs: Remaining accessible. You’re also maybe presenting some more of your content to to Google and it’s text browser.
00:14:15.420 –> 00:14:27.990 Chris Boggs: Or and and also it’s optical recognition audio recognition that’s getting better and better. But you want to tag those, right. So these are all things that I think are very important to think about from a disability software perspective as well so
00:14:28.560 –> 00:14:35.010 Joseph McElroy: Accessibility. Oh, yeah. So we’re going to head off into a break down, come back and talk a little bit more about wise content.
00:16:47.550 –> 00:17:03.420 Joseph McElroy: Hi this is Joseph McElroy back with with a wise content creates wealth podcast with my guest Chris box. So Chris, you mentioned to me that SEO grew and evolved with the search engines. I know that personally because I was been around with it as well.
00:17:04.710 –> 00:17:17.280 Joseph McElroy: And so, you know, at first it was small part people trying to get ahead, and then it became bigger and bigger companies and beyond higher levels of organization. Can you explain to me how you saw this educated influence educated
00:17:19.170 –> 00:17:25.260 Joseph McElroy: Ecosystem and influenced your understanding contracts roles within the enterprise brand ecosystem.
00:17:26.040 –> 00:17:32.700 Chris Boggs: Well, sure. And first of all, after I heard that. And I gotta say that I love and Miss New York City that first ad you
00:17:32.700 –> 00:17:39.450 Chris Boggs: Know, it seems like we’re so close. And yet, I can’t get down there right now so I’m looking forward to the next time.
00:17:40.620 –> 00:17:47.490 Chris Boggs: So yeah obviously SEO has grown as someone define it as a cat and mouse game because
00:17:48.720 –> 00:18:00.060 Chris Boggs: There’s certain people that have done SEO better than others and and and that have tilted the playing field for some types of businesses for some time, right, if they own the top
00:18:00.960 –> 00:18:14.100 Chris Boggs: Few or organic results. Some, not by even their own fault. Right. Like we talked, we could talk about Wikipedia and and some of the other content bots out there behemoths I should say it.
00:18:14.130 –> 00:18:22.590 Chris Boggs: Right. My joking manner that are out there, and that can dominate, you know, sort of content oriented rankings.
00:18:23.280 –> 00:18:31.950 Chris Boggs: But really, from a personal perspective, I kind of mentioned before that I had a great opportunity to work across a lot of different teams.
00:18:32.280 –> 00:18:40.590 Chris Boggs: And what I was fortunate enough is to be in larger agencies with so many smart people that each new their jobs, really well.
00:18:41.160 –> 00:18:55.110 Chris Boggs: But that also we’re realizing, and that I wasn’t an ass and that you know we could work together and by, I mean the SEO team and and and the other people around me. Right. So I think that we
00:18:55.470 –> 00:19:08.790 Chris Boggs: You could argue that the whole you know digital marketing ecosystem has grown tremendously into adulthood, you know, since 2000 along with SEO and everything else. Right. And that includes working together.
00:19:10.080 –> 00:19:13.620 Chris Boggs: And so that’s what I’ve learned. I think the most is
00:19:14.040 –> 00:19:23.520 Chris Boggs: By working together with all these teams, you start to realize, hey, maybe I should have been involved two meetings ago right and that’s, I think, probably the biggest thing that I’ve learned
00:19:23.850 –> 00:19:32.730 Chris Boggs: And across working with all these different teams and roles in agencies, is that the earlier you can get in and be considered
00:19:33.300 –> 00:19:39.030 Chris Boggs: If you have SEO goals for the content that kind of be produced by an organization.
00:19:39.870 –> 00:19:50.310 Chris Boggs: Then, the better off you’re going to be because of the technology that I just talked about. Right. You could do keyword research, which is sort of the root of any SEO right is you and
00:19:50.520 –> 00:20:02.790 Chris Boggs: You need to understand what people are typing in. And then, so you do that research and literally can bake that into your websites navigation and sitemap if you’re doing it at the right time. Right. Otherwise, it becomes a lot of
00:20:03.120 –> 00:20:16.020 Chris Boggs: SEOs come in. And so while you got these great you know structures of your site and but we’re going to have to tear everything down in order to really make this content more palatable to both humans and
00:20:17.070 –> 00:20:25.710 Chris Boggs: And SEOs right and and and therefore Google’s. So I think what I’ve learned is that the earlier and SEO can get in, in a way, the better.
00:20:25.920 –> 00:20:31.770 Chris Boggs: Or as long as a company or a content production entity has that mindset of let’s consider
00:20:32.310 –> 00:20:45.000 Chris Boggs: You know how this content is structured if it was put into a directory, let’s consider what should be the you know the top pyramid of theme. And then, you know, if you’re selling apples, oranges, and bananas. I always say, right.
00:20:45.450 –> 00:20:50.970 Chris Boggs: You want that on your homepage, but you want a strong Apple category, a strong orange category and
00:20:51.450 –> 00:21:05.040 Chris Boggs: Strong banana category are not going to compete against the banana only sites. The orange only sites and the apple only. So those are the two summaries of, I guess you can say what I’ve learned. You know, over the years, working with those
00:21:05.310 –> 00:21:06.960 Chris Boggs: So I think it’s, it’s, you know,
00:21:07.020 –> 00:21:13.110 Joseph McElroy: I think it’s a good point you made it. You know, you got to get in there early and I think anything dealing with content is that, you know,
00:21:13.440 –> 00:21:21.780 Joseph McElroy: You know whether you do behavioral stuff or you’re going to do you know AI or other science getting in there early part of the whole development is important because
00:21:22.110 –> 00:21:30.840 Joseph McElroy: It goes into the structure what the technology is and all that. Yeah, we we’ve been traveling. We work with something called memorable tourism experiences which is emotional triggers.
00:21:31.350 –> 00:21:43.830 Joseph McElroy: That make people remember things which anticipation builds those emotional triggers and so early on, you want to build in those emotional triggers. So it’s incredible to be there early so that you know
00:21:44.190 –> 00:21:54.210 Chris Boggs: That’s a classic what you know has become and again don’t want to get off into a whole other tangent. But, you know, social media marketing and the audience to engage to convert continuum. Right.
00:21:54.450 –> 00:22:07.290 Chris Boggs: This is what we’re talking about is developing the right audience and and engaging them with content and then you’ll convert right and and that’s maybe I’m jumping ahead a little bit, but I think it ties in to what you just said there, right.
00:22:07.350 –> 00:22:11.730 Joseph McElroy: Exactly. You know it’s you know how you’re going to get them down that journey.
00:22:12.810 –> 00:22:16.440 Joseph McElroy: Starts way early before even the technology guys get involved.
00:22:17.280 –> 00:22:26.880 Joseph McElroy: Yeah. But anyway, you know that you know our theme is wise content creates well and you know my elevator summary I said before is it’s a
00:22:27.300 –> 00:22:38.640 Joseph McElroy: Content that incorporates semantic science behavioral science AI and data and other things. In fact, to make marketing content that is smart than it performs better. What do you think this means to you.
00:22:40.350 –> 00:22:47.250 Chris Boggs: Well, first of all, I think this ties in obviously nicely with the story that you said at the beginning, you know,
00:22:48.000 –> 00:22:54.570 Chris Boggs: What is it that makes your content more poor worthy, I think, an important thing that you tied, you talked about was
00:22:54.930 –> 00:23:04.620 Chris Boggs: A push for product articles and content and advertising within product articles that’s in a way also. What we are now thinking about
00:23:05.010 –> 00:23:25.140 Chris Boggs: When people when we want to place our content in front of searchers is that we want to pull them to us right versus push marketing. So in a way I could, you could argue that there’s a bit of of that in in that story from JOHN. JOHN days right but to me, wise content create creates wealth.
00:23:26.400 –> 00:23:30.780 Chris Boggs: Why is this probably the most interchangeable word. I think in that
00:23:32.190 –> 00:23:39.240 Chris Boggs: Some would say wise, some would say, you know, useful, you know, if you were Thomas the Tank Engine, you’d say useful content.
00:23:41.100 –> 00:23:42.270 Chris Boggs: You know, for example.
00:23:43.080 –> 00:23:50.250 Chris Boggs: That that word can be changed, right, but content, we’re talking about creating and wealth are really the core of that and to me well.
00:23:50.430 –> 00:24:05.010 Chris Boggs: It means two things. It’s the wealth for the website owner or business owner that wants to get people to engage with their content and ultimately convert, but it’s also the wealth that those people that are engaging with the content get
00:24:05.040 –> 00:24:06.090 Joseph McElroy: Right. Because if they’re not
00:24:06.300 –> 00:24:07.440 Chris Boggs: Getting that wealth.
00:24:07.950 –> 00:24:14.100 Chris Boggs: Then they’re not going to give you any. It’s that simple. Right. It’s when i when i was actually walking my dog.
00:24:14.400 –> 00:24:25.410 Chris Boggs: Is when this finally kind of to me became the core of how I would define the term wise content creates wealth is that it does have to be for both sides.
00:24:25.860 –> 00:24:37.350 Chris Boggs: Because if you’re just thinking about this as creating wealth for yourself and what can I do. And if I spend $20,000 on some influencer to come and smile next to me is that going to create wealth.
00:24:37.890 –> 00:24:51.360 Chris Boggs: You know, it depends. Do does your audience like that influencer and my boss, because you sat next to them in a picture, right. So that’s the the wealth word is so important to remember in that statement, I think, is being a two way.
00:24:51.510 –> 00:25:01.350 Joseph McElroy: Well, I know I called it wise because you’re actually hitting a point that I was wanting to emphasize your last week of first the first person. It was a nonprofit.
00:25:01.890 –> 00:25:08.520 Joseph McElroy: All right, and talking to how they they became a big nonprofit through content. But the point was going to start off with.
00:25:09.300 –> 00:25:20.070 Joseph McElroy: This idea that we’re not just about the money. It’s about wealth flowing in multiple ways right you know content, you know, sure. I can talk about smart content.
00:25:20.370 –> 00:25:25.950 Joseph McElroy: Just get you a bunch of cash in your in your bank account tomorrow and next week to two months now.
00:25:26.340 –> 00:25:36.570 Joseph McElroy: Regardless of what the damage that content does you know he considered conspiracy theory marketing. Is that really wise, I think in today’s day and age, we can say conspiracy theory marketing to sales.
00:25:36.810 –> 00:25:37.530 Chris Boggs: Wise Guy.
00:25:38.190 –> 00:25:57.930 Joseph McElroy: Probably not. Why, okay. So I want to emphasize doing in a wise way and you know we’re mature men now mature people and, you know, wisdom, maybe something we’ve learned over time. So maybe we can communicate that. So, um, so, you know,
00:25:59.490 –> 00:26:05.580 Joseph McElroy: You in that vein, you were talking about this. What are some of the examples, you’ve seen in the industry.
00:26:07.500 –> 00:26:11.850 Joseph McElroy: Level. We’re content strategy is about 100% about helping both sides like that.
00:26:13.050 –> 00:26:20.640 Chris Boggs: Great. Well, first of all, some people would say that I have a bit of a man crush on Best Buy, because I bring them up a lot.
00:26:21.720 –> 00:26:32.610 Chris Boggs: In presentations at conferences, but primarily and this is we’re getting back into what I wanted to talk about with you earlier, but I stopped myself, which was internal linking
00:26:34.530 –> 00:26:43.050 Chris Boggs: I think that sometimes and let this, I think, bears, you talked about history. So in the late 2000s.
00:26:43.740 –> 00:26:50.730 Chris Boggs: People and we’re just like wow let’s make a content about everything. Like if I wanted to sell.
00:26:51.000 –> 00:27:00.180 Chris Boggs: Printers I would create a page that talks about how to refill the printer cartridge and that printer. But then I would also create not only a video on how to replace that
00:27:00.690 –> 00:27:11.340 Chris Boggs: printer cartridge. But I would sell to create on two or three more videos on how to do it if you’re left handed and how to do it. If you’re, you know, doing it at night.
00:27:12.420 –> 00:27:24.930 Chris Boggs: So it really became overboard. This concept of creating content for SEO and Google ended up putting a big slap on it and in the Panda algorithm was called in 2011
00:27:25.560 –> 00:27:35.790 Chris Boggs: When it first came out and they they really sort of changed has changed the direction of everyone again. Right, and I think it was a good thing because it was getting out of hand and
00:27:36.600 –> 00:27:53.160 Chris Boggs: I mean, not to say anything bad about you have a content agencies were making money all over the place and they were happy and rankings were happening and work so well that but it, it became obvious that a lot of this content was the how to change a printer, if you’re left handed. Right.
00:27:53.520 –> 00:28:03.480 Chris Boggs: And so we really now have fast forward into the types of content that are much more streamlined. So that’s where I bring up Best Buy.
00:28:04.200 –> 00:28:11.640 Chris Boggs: I think that their core strength and and they now. I was actually looking because I was looking at grey CO, which also does stuff well but
00:28:11.820 –> 00:28:23.460 Chris Boggs: What they’ve done is they break broken off into separate brands like great co baby and so forth. Right. And we can talk about that but I happen to see a Best Buy separate brand. It was related to strollers to
00:28:24.630 –> 00:28:25.140 Chris Boggs: That’s
00:28:26.790 –> 00:28:31.770 Chris Boggs: Can’t find it now anyway BestBuy baby or something, I don’t know, but point is is that
00:28:32.880 –> 00:28:42.690 Chris Boggs: What I love about them is that they have done a very good job of creating their product level content and at each product level page they have
00:28:43.050 –> 00:28:53.730 Chris Boggs: Ultimately unique banner for scrolling, you can call them carousels whatever you want, but our internal links at the bottom right. And so they’re keeping people on the site.
00:28:54.060 –> 00:28:58.890 Chris Boggs: That they’re giving them when I bought my wife, one of the new iPad air’s for Christmas.
00:28:59.550 –> 00:29:08.610 Chris Boggs: I knew exactly what else I needed to go with that which is lot more. That’s why I’m not an apple guy but a lot more things that
00:29:09.120 –> 00:29:15.420 Chris Boggs: You know that you need and that was thanks to just the ease of navigation all the information that was presented me
00:29:15.600 –> 00:29:32.130 Chris Boggs: So to me, that contents working great for Best Buy, because if you search for anything from the laptop to fridge rater to all kinds of stuff there close to the top and and it’s working for me because once I get there, I get what I need. And I’m guided. It’s a classic
00:29:32.190 –> 00:29:33.360 Joseph McElroy: It’s almost as old as the
00:29:33.360 –> 00:29:43.200 Chris Boggs: Guy who was selling this stuff to the farmers, hey what customers also bought or you may also need this. But it’s done in a perfect way I pause for your thoughts. Before I get to
00:29:44.340 –> 00:29:46.440 Joseph McElroy: Break down, but we’ll continue with this or we have that
00:32:07.170 –> 00:32:21.240 Joseph McElroy: Hi this is Joseph Franklin McIlroy with wise content creates wealth podcast with my guest Chris box. Hey Chris. So you were talking about Best Buy and I’d like to see if you were going to finish up any you know
00:32:21.300 –> 00:32:26.040 Chris Boggs: I just wanted to see if I have some more. A couple other examples. I want to talk about. But I was curious.
00:32:26.700 –> 00:32:36.570 Chris Boggs: Hey, by the way. You know what I thought of to during that end is that the dependent update was originally named farmer by Danny Sullivan. So you were talking about farmers are signing
00:32:38.460 –> 00:32:39.480 Chris Boggs: Going along here.
00:32:42.150 –> 00:32:45.000 Joseph McElroy: So you had some examples of more about you.
00:32:45.390 –> 00:32:49.350 Chris Boggs: Sure. Did you have anything you wanted to add on Best Buy or anything like that or not.
00:32:50.970 –> 00:32:55.890 Joseph McElroy: You know, the, you know, you’re talking about the those pages product pages.
00:32:56.700 –> 00:33:13.890 Joseph McElroy: You know, providing real value and not just up selling anything that might be up sold, I think is important. So you create pages that have a you know that that is that the user get the value from it is not just for SEO is is really incredibly important.
00:33:14.190 –> 00:33:16.950 Joseph McElroy: Yeah, whether that’s in product or, you know, like in room sales.
00:33:16.950 –> 00:33:25.170 Joseph McElroy: Things like that, you know, just throwing anything at the user in the upsell process, you know, not knowing anything about them, you know,
00:33:25.860 –> 00:33:36.150 Joseph McElroy: Trying to sell a family vacation plan to a person has just entered in one person coming is not being very engaging. So, you know, it’s a good point you made about that.
00:33:36.540 –> 00:33:46.350 Chris Boggs: Thank you. And I think that the elephant in the room that we should get to in a minute is reviews, because obviously you know content you want to talk about the content that probably drives the most
00:33:46.920 –> 00:33:54.810 Chris Boggs: Economics right now is reviews. Right. And so if you can get reviews and you host them. Well, it can be it can give you out, then
00:33:55.140 –> 00:34:01.650 Chris Boggs: As long as the reviews are good. And again, it’s obviously what a lot of people are talking about and and then we’ll get off on that in a minute.
00:34:01.890 –> 00:34:16.170 Chris Boggs: To that topic because it’s obviously a very important sub topic of content because it’s, you know, user generated content. Right. And again, we could talk for another hour about that. Probably, but if another type of content is informational content right and and
00:34:17.310 –> 00:34:28.170 Chris Boggs: I think a pay core does a good job of ranking for terms like, you know, minimum wage in Tennessee our companies required to pay out PTO
00:34:28.980 –> 00:34:50.490 Chris Boggs: So that’s an example and then if you look at pay core. They have a resource center right and and and they’ve done a good job optimizing that there’s dozens of other very well performing sites that have leveraged resource centers to gain rankings and and certainly post Panda.
00:34:51.750 –> 00:35:03.840 Chris Boggs: Google has shown willingness and and even though they’re theoretically or you can see in some testing currently again in January 2021 where they’re pulling away a little bit from this question and answer type
00:35:04.890 –> 00:35:15.690 Chris Boggs: When somebody searches something Google will say people also ask right and so people started writing a lot of that content for that and it has been useful. In fact, I’ve guided
00:35:16.020 –> 00:35:24.780 Chris Boggs: from a brand perspective, if you have a brand search and that comes up, you should probably be thinking about writing content to answer every one of those questions right and
00:35:24.840 –> 00:35:26.190 Joseph McElroy: Doing FAQ FEMA
00:35:27.150 –> 00:35:33.210 Chris Boggs: Still, exactly. So that’s still, you know, even though Google continues to shift and evolve that type of content.
00:35:33.570 –> 00:35:41.220 Chris Boggs: If you’re going to talk to probably only if you’re talking about SEO right because and if you’re really understanding what searches are happening.
00:35:41.550 –> 00:35:47.850 Chris Boggs: For both your brand as well as non branded searches that are related to your products and services right so
00:35:48.300 –> 00:35:52.650 Chris Boggs: Point is, is that, you know, the Resource Center over a paid core does a good job. I think of
00:35:52.890 –> 00:36:01.620 Chris Boggs: Grabbing a lot of number one, or what are called featured snippet rankings that are actually even further separated from the search results and and featured right and
00:36:01.980 –> 00:36:11.160 Chris Boggs: And some would argue that that’s not the best thing to get because then people get the answer right down the search result and they know again a whole other topic to talk about
00:36:11.970 –> 00:36:19.770 Chris Boggs: The last one that I would want to bring up I think is sales they’ve done. And just because they’re in a similar I think fame as
00:36:22.080 –> 00:36:27.030 Chris Boggs: Best Buy, but on the jewelry side. And the reason that I want to bring them up, though more
00:36:28.080 –> 00:36:39.720 Chris Boggs: Than the fact that they’ve done a good job at getting a lot of product level rankings and some category rankings mixed in, is that you know 1015 years ago and the height of pre Panda SEO.
00:36:40.380 –> 00:36:49.200 Chris Boggs: If you didn’t have a page on your jewelry site. That said, the four C’s of diamonds are color cut clarity and oops.
00:36:52.020 –> 00:37:03.630 Chris Boggs: Forgetting it. It’s been too long since I’ve worked a driller, I guess. Anyway, but those used to be like it. You had to have that in order to rank and that was helping rank. Now, you know, we can
00:37:04.320 –> 00:37:11.760 Chris Boggs: Now, I’m wondering what your thoughts are, because I think it’s still important. But what’s more important is a ring sizer right that’s a piece of content that’s
00:37:11.940 –> 00:37:14.370 Joseph McElroy: There’s an engagement. Yeah, so
00:37:14.400 –> 00:37:28.560 Joseph McElroy: Yeah, I think that engagement is more important than having the all the right content. I mean, basically you’re talking about where they’re looking for, well content that right that’s important authoritative and this also has content that
00:37:29.070 –> 00:37:31.860 Joseph McElroy: On their side or on the page about this as well. Right.
00:37:32.130 –> 00:37:32.340 Joseph McElroy: Yeah.
00:37:32.670 –> 00:37:35.280 Joseph McElroy: And if you don’t have that, then maybe you’re not as important
00:37:35.640 –> 00:37:45.270 Joseph McElroy: But I think ranking factors of engagement and things like resize are things that keep them on the page is more important than that information. I agree with you on that. Yeah.
00:37:45.360 –> 00:37:57.060 Chris Boggs: That’s a double wealth piece of content right there. Right. And that and that’s, again, now we get into, you know, so should every jeweler have a ring size or if they want to compete with sales right or
00:37:57.960 –> 00:38:05.580 Chris Boggs: Should every financial institution have a mortgage calculator, they probably have one thanks to SEOs and 28 whatever
00:38:06.240 –> 00:38:16.500 Chris Boggs: But, you know, that was what that was back then and now if you don’t have a calculator than it seems kind of maybe weird that you don’t. Right, so almost like what used to be.
00:38:16.710 –> 00:38:26.190 Chris Boggs: I think extra valuable opportunities for content that were driven by SEOs and expanding these education centers on the websites and the resource centers.
00:38:26.550 –> 00:38:32.820 Chris Boggs: Those are almost becoming like you know you can argue that it’s like a college degree versus a high school degree.
00:38:33.510 –> 00:38:40.770 Chris Boggs: That you’d have to have a high school degree in your okay but now it’s almost like you have to have a college degree. Well, in a way you could I think equate
00:38:41.040 –> 00:38:46.080 Chris Boggs: Website content and understanding what your competitors have and and at the level of
00:38:46.830 –> 00:38:54.720 Chris Boggs: You know competition that you exist if your sales competing versus have a huge mega jewelers or if you’re just Joe down the road.
00:38:55.140 –> 00:39:06.210 Chris Boggs: That wants to get more people into their restaurant. Right. I mean, this can definitely we’re talking in big scale here. But all this stuff can be talked about at a smaller scale to, I think,
00:39:06.900 –> 00:39:07.770 Joseph McElroy: Yeah, I think that
00:39:07.800 –> 00:39:13.980 Joseph McElroy: You know, people could even, you know, create you know simple Google seeds that you know
00:39:14.580 –> 00:39:21.180 Joseph McElroy: Or something, there’s certain there’s ways to go. But I know right now I’m forgetting, but you can create simple things on your site to do calculations.
00:39:21.630 –> 00:39:36.000 Joseph McElroy: You know, just keep people there for two minutes. Two seconds extra things that are unique to your industry, you know, you know, you know, I think that if your industry gets saturated with something like mortgage mortgage calculators, you need to be thinking of something else.
00:39:37.110 –> 00:39:44.430 Joseph McElroy: Because you know people, you know, they’re not going to just come to your page you’re going to come to other people. They probably already done the mortgage calculator.
00:39:44.970 –> 00:39:53.130 Chris Boggs: Yeah, it’s probably, you know, to my, to my point, it’s probably like important to have them, you’re probably should have it. Yes, that you probably should have something
00:39:53.130 –> 00:39:55.650 Joseph McElroy: Else that tickles your fancy even more.
00:39:55.680 –> 00:39:56.490 Chris Boggs: It makes it better.
00:39:56.670 –> 00:39:57.090 Joseph McElroy: Yeah.
00:39:57.360 –> 00:40:01.710 Chris Boggs: Right. Maybe one that like directly gets to tie into their own bank account. No, just
00:40:01.710 –> 00:40:03.000 Joseph McElroy: Kidding. Yeah, there you go. Are
00:40:04.680 –> 00:40:06.600 Chris Boggs: You add your social security number two.
00:40:06.750 –> 00:40:07.680 Joseph McElroy: Or brings it
00:40:09.000 –> 00:40:11.730 Joseph McElroy: Brings in live quotes or, you know, or whatever.
00:40:13.140 –> 00:40:18.120 Joseph McElroy: Yeah, or gives you advice as you’re doing it and say, Well, you shouldn’t put that number and you should do this, you know, yeah.
00:40:19.590 –> 00:40:24.030 Joseph McElroy: Yeah, whatever things that make it better. Alright, cool. Well, how about
00:40:25.080 –> 00:40:27.630 Joseph McElroy: Content ideas you shouldn’t be doing now.
00:40:29.070 –> 00:40:41.820 Chris Boggs: Well, you know, we just talked about some that you’d have to weigh whether or not they’re still valuable. Right. Are they related concepts. The idea of printing out, you know, having a separate version of your recipe for printer friendly.
00:40:42.870 –> 00:40:50.820 Chris Boggs: It might, but I would suggest that more and more of the audiences are just using their screen or their iPad or something in the kitchen right so
00:40:51.390 –> 00:40:56.940 Chris Boggs: You know, things like that, the type of content that you want to add that that becomes audience friendly.
00:40:57.900 –> 00:41:01.890 Chris Boggs: Has to evolve to right and so maybe instead of printer friendly.
00:41:02.220 –> 00:41:08.670 Chris Boggs: You want something that is in a way so that the person doesn’t have to keep scrolling on the recipe. They can have the
00:41:08.880 –> 00:41:23.190 Chris Boggs: Items on the left and the first couple steps on the right, at least, right, because usually in the first few steps you’re scrolling back up to look for the how much dang butter to put in it. Right. So things like that like little ideas, I think, to help improve so
00:41:24.660 –> 00:41:30.810 Chris Boggs: So a couple things that are time to retire when we talk, we have to look back to SEO here again.
00:41:31.920 –> 00:41:41.280 Chris Boggs: There’s a concept known as query deserves freshness. If you have a new French onion soup recipe. Good luck getting around
00:41:42.660 –> 00:41:46.620 Chris Boggs: That is a term that really Google doesn’t think deserves freshness.
00:41:47.130 –> 00:41:50.190 Chris Boggs: In terms of like how many new French onion soup recipes
00:41:50.490 –> 00:41:59.580 Chris Boggs: How many people are talking about at this point about French onion soup recipe. So you’re going to have a tough time if your goal is to rank number one for French onion soup recipe.
00:41:59.910 –> 00:42:07.080 Chris Boggs: Especially if you’re a new site that doesn’t rank for any other recipes. Right. And there’s people that want to go out there and just use recipes as their
00:42:07.440 –> 00:42:18.630 Chris Boggs: foothold into some fitness or health type areas or whatever. And it’s just it’s a very crowded space. So again, what kind of what can you do to make your recipe different right
00:42:19.680 –> 00:42:27.150 Chris Boggs: So I you know there’s I talked about the other time to retire content is if you’re creating videos that you’re only doing it.
00:42:27.750 –> 00:42:33.810 Chris Boggs: For content that you’re only doing it for SEO, you got to go look and see what the engagement metrics.
00:42:34.290 –> 00:42:41.790 Chris Boggs: On the content is, it’s great. Oh wow, I’m an SEO, I can say, oh, look, I got this article ranking now for 40 different terms. It’s awesome.
00:42:42.090 –> 00:42:49.020 Chris Boggs: Well, how much traffic, are they getting and what’s happening to that traffic is the traffic going on further into the site, are they reaching goals that you want.
00:42:49.290 –> 00:43:08.160 Chris Boggs: Or are we getting into back into the pre Panda days of developing traffic just for traffic that just comes in, read something and goes away. Right. And that’s not you know that’s, to me, the crux of creating bad content or time to retire is more the strategy than the particular content.
00:43:08.940 –> 00:43:17.340 Joseph McElroy: So, you know, we’ve talked a little bit about the aspects of it. You know, one of the things I think that you’re the great expert in is a process that companies need to go through
00:43:17.820 –> 00:43:33.180 Joseph McElroy: You know, in developing their processes advising on you know what they should do, you know, auditing, things like that. So what would you be your top considerations. If your assignment was to help guide to creation and wise concept for the organization.
00:43:34.710 –> 00:43:41.490 Chris Boggs: Well, first of all, a solid understanding, you know, you could approach this in like any classic
00:43:42.840 –> 00:43:50.580 Chris Boggs: Digital Marketing development process of define design, build, launch right
00:43:51.000 –> 00:43:51.660 Chris Boggs: And so
00:43:51.900 –> 00:43:59.340 Chris Boggs: The define is really important because, and I know that we got. I kind of keep this minute this little short here.
00:44:00.120 –> 00:44:08.400 Chris Boggs: up after the break. Hey, but so I think that in the definition stage is that is the most important part to
00:44:08.880 –> 00:44:20.040 Chris Boggs: Not only think about what I call inside baseball and how you think about your products and stuff and even and it’s very easy, especially if you’re surrounded by yes people are the larger and larger organization to get
00:44:20.430 –> 00:44:25.620 Chris Boggs: too narrowly focused around what your product is and what it should be called and when people search for
00:44:25.980 –> 00:44:32.970 Chris Boggs: Long Term Care is a great example people search for long term care insurance not LTC but every long term care insurance.
00:44:33.420 –> 00:44:41.580 Chris Boggs: person I’ve ever talked to said they want to read first for LTC so you know that’s a very my new map granular example, but understanding
00:44:42.150 –> 00:44:51.120 Chris Boggs: You know what it is that people are going to be searching for that are part of your target audience is, you know, the foundation and then if we want to take a break.
00:44:52.080 –> 00:44:52.470 Joseph McElroy: Take a break.
00:47:12.420 –> 00:47:24.570 Joseph McElroy: Hi this is Joseph Franklin makeover with the podcast wise will have wise content creates wealth with my guest Chris Boggs So Chris, we were talking about define design build and launch sequence for a content.
00:47:24.630 –> 00:47:26.070 Chris Boggs: Top consideration.
00:47:26.100 –> 00:47:29.850 Chris Boggs: Right, and so I kind of merge those two topics a little bit already
00:47:30.930 –> 00:47:41.460 Chris Boggs: To me, I think it’s the type of content that they want. And that’s really one of the top considerations, so that when you’re building out your content calendar.
00:47:41.910 –> 00:47:56.910 Chris Boggs: You can think about the different legs, you yourself Joseph will use this exact interview that we’re doing right now in other ways, right and and and social or as, as you’ll use the zoom part of the recording.
00:47:57.510 –> 00:48:07.170 Chris Boggs: So, understanding how and why to use different kind of content is based on understanding both your audience and your competitors.
00:48:08.370 –> 00:48:19.140 Chris Boggs: I’ve found, especially if you’re out of like the ego range sometimes competitors will spend and do stuff because they just want to sell more tires than the guy down the road.
00:48:19.800 –> 00:48:31.020 Chris Boggs: So you got to think about how people and their mentality is when you’re doing competitive research sometimes and understand why people are spending money, is it more ego driven or is it based on sound marketing science.
00:48:31.260 –> 00:48:38.280 Chris Boggs: And and a lot of times if you’re obviously at the bigger end of the spectrum of organizations that is what you’re going to be looking at. And so
00:48:38.700 –> 00:48:43.080 Joseph McElroy: The most big organizations they get an ego about what they do and they don’t even know the language of their
00:48:43.080 –> 00:48:43.980 Joseph McElroy: Customers all
00:48:44.790 –> 00:48:51.690 Chris Boggs: That good point. But to my point was understanding where they’re spending right and so and what they’re spending on
00:48:51.960 –> 00:49:01.800 Chris Boggs: The type of content. And if they’re spending on creating these nice rich internet applications or or podcasts or short videos to explain how to do things.
00:49:02.160 –> 00:49:12.570 Chris Boggs: And they seem to be popular, which there’s all kinds of tools out there. I don’t need to tell you, or advocate any particular ones, but there’s great tools out there that can help to identify
00:49:13.980 –> 00:49:20.130 Chris Boggs: You know what your competitors are doing and spending and and then just spend the time
00:49:20.370 –> 00:49:21.450 Joseph McElroy: And you through an example of a
00:49:21.450 –> 00:49:22.230 Joseph McElroy: Tool like that.
00:49:23.250 –> 00:49:34.470 Chris Boggs: Part. Oh, yeah. So SEM rush or SEM rush, depending on how you like to call it as one spy food search monitor those are ones that are sort of on the SEO side of things.
00:49:35.190 –> 00:49:45.810 Chris Boggs: Obviously there’s tools that are more display advertising oriented or paid media oriented specific and then there’s, you know, super
00:49:46.830 –> 00:49:59.250 Chris Boggs: Expensive tools, as it were, in our space, you know, the conductors in the bright edges and and although search metrics, send me an email saying that they’re less expensive now.
00:49:59.910 –> 00:50:09.960 Chris Boggs: So, you know, and stuff like that. Right. So, there still is. There’s a lot of tools out there that can give you a lot of access to different information on what kind of content. People are producing and spending so to me.
00:50:10.350 –> 00:50:15.300 Chris Boggs: The top consideration is to understand what the name or what your competitors are doing
00:50:15.930 –> 00:50:25.410 Chris Boggs: Every bit as much as what your audience wants right and it seems like it’s a simple answer. But it’s not because you got to spend the time because otherwise, if you just start creating content.
00:50:25.860 –> 00:50:36.180 Chris Boggs: You know it’s going to be not planned and non strategic. The other thing that I would guide, there is to always whenever you create a content plan.
00:50:36.840 –> 00:50:45.990 Chris Boggs: Is to leave room because you never know when some huge story is going to happen in your industry that you need to put out content about right and that’s another thing.
00:50:46.260 –> 00:50:57.120 Chris Boggs: That I’ve learned about SEO is if something is being talked about in your industry and you’re not talking about it. You’re that’s one way that you’re going to be dropping behind your competitors, a little bit.
00:50:57.840 –> 00:51:16.800 Chris Boggs: So yeah, to me, you know, understanding that content, what the audience wants and also being able to generate and put it out as quickly as possible. If that content is going to be important news or information that’s current and deserves freshness. Right.
00:51:17.640 –> 00:51:25.200 Joseph McElroy: Well, I think that we could do a lot of talking, but I want to give you some time to actually talk about your practice. And then we’re how, you know,
00:51:25.650 –> 00:51:37.650 Joseph McElroy: A little bit about what your practice. What is it you do for companies specifically you know and and then finish up with how people can look into what you’re doing and getting to get it and I found it for
00:51:38.910 –> 00:51:50.490 Chris Boggs: What it seems like you know a lot of people know me for SEO and certainly I wrote for a long time and I’ve taken a hiatus, but I’m planning on writing again this year so you can keep an eye out.
00:51:51.210 –> 00:52:08.490 Chris Boggs: For some of my topics but in recent years, I’ve been I continue to speak at conferences and I’ve really been focused on paid media a lot more because of, you know, we all like to do as much as we can to stay current and and it’s been kind of exciting and the paid search space.
00:52:09.600 –> 00:52:10.440 Chris Boggs: In Google
00:52:11.580 –> 00:52:21.570 Chris Boggs: Over the last few years as they’ve evolved their technology and to me. And what I’m really focused on right now is helping clients to
00:52:22.020 –> 00:52:31.830 Chris Boggs: leverage Google’s API to a certain degree. Right. And I think that a lot of people right now there’s that we’re in an area or an era. I think it’s the better word.
00:52:32.610 –> 00:52:42.060 Chris Boggs: Where there’s a lot of zealous attempts, I believe by Google to take over a lot of parts of your paid media marketing.
00:52:42.930 –> 00:52:50.700 Chris Boggs: Specifically Google ads. It used to be called Google AdWords. So in without getting into the granular, what I do is I deal with
00:52:51.390 –> 00:52:58.890 Chris Boggs: People and specifically within their campaigns, understanding the exact places their ads are showing up. If they’re doing display ads.
00:52:59.250 –> 00:53:06.270 Chris Boggs: Understanding the exact keywords that their ads are showing up for when Google continues to take away a lot of
00:53:06.960 –> 00:53:18.540 Chris Boggs: Insight and and and also expands their what they’re calling is understanding and AI to include more keywords. So let’s say you bid on the term, you know,
00:53:19.530 –> 00:53:27.660 Chris Boggs: For a service or something. For example, it used to be that if you bet it on for our service and you bid what’s called an exact match and search
00:53:28.650 –> 00:53:32.400 Chris Boggs: You know, that’s all you your ad would show up, but Google has over the years.
00:53:32.850 –> 00:53:48.450 Chris Boggs: Decided that in their infinite wisdom that somebody who’s searching red Ferrari might actually need service. So they’ll serve your ad right so without spending this whole last eight minutes bashing on Google, what I do is have a lot of and for a while. I wasn’t even talking to the
00:53:48.450 –> 00:54:04.260 Chris Boggs: Google Glass of these people, but now I’ve started to talk to them. And a lot of times they’re like, oh, okay. Then they back off. So what I there’s people that are in between the need for the AI people that have 1015 less conversions per week.
00:54:05.280 –> 00:54:13.110 Chris Boggs: You know, that shouldn’t be leveraging what’s in the ad system. So that’s an answer for what I do and
00:54:13.110 –> 00:54:14.700 Joseph McElroy: I think your website.
00:54:15.060 –> 00:54:15.300 Joseph McElroy: And your
00:54:15.600 –> 00:54:16.860 Chris Boggs: General about it.
00:54:17.610 –> 00:54:19.710 Chris Boggs: That’s one of my daily things that I do.
00:54:20.040 –> 00:54:20.340 Joseph McElroy: And what
00:54:21.390 –> 00:54:22.860 Chris Boggs: People say
00:54:24.210 –> 00:54:31.410 Chris Boggs: Oh my website is web traffic advisors com Anya boggles Bo Ji Ji le s on Twitter.
00:54:32.490 –> 00:54:37.320 Chris Boggs: And, you know, like I said, I’ll be doing some writing. So keep an eye on and
00:54:37.710 –> 00:54:42.030 Joseph McElroy: While I’ll be there. I’ll be looking for you. We should do this again. We got a lot to talk about.
00:54:42.270 –> 00:54:52.080 Joseph McElroy: It. So I just want to finish up, you know, Galileo tech media my company actually works with Chris, you know, and then consultants like
00:54:52.470 –> 00:55:04.350 Joseph McElroy: Consultants and then we produce the smart content to the site might needs to be needed. And we imbue it with the semantics behavioral science and AI and data that helps you perform better.
00:55:04.710 –> 00:55:11.730 Joseph McElroy: And we can do it to scale. Last year alone, while the year before last, last year wasn’t a great year for anybody who’s 40,000 pieces of content.
00:55:12.990 –> 00:55:23.550 Joseph McElroy: That we that we did for just one client. So we can do it smart and we do and scale go to Galileo tech media.com to get more information about a sign up for the newsletter at the bottom of the site.
00:55:24.600 –> 00:55:34.410 Joseph McElroy: I’m going to be launching wise content creates wealth com website just to have a page with all the links relevant to this and have a newsletter specific to this podcast.
00:55:36.120 –> 00:55:43.260 Joseph McElroy: For people to see. And next week, we’re going to talk about wise content and an Amazon.
00:55:45.210 –> 00:55:56.070 Joseph McElroy: Which will be also will have the consultant Luke Tierney here to talk about that. He’s an expert in Amazon paid in SEO and content and kind of get products to sell on amazon
00:55:57.060 –> 00:56:05.070 Joseph McElroy: We have, we have a lot of great integrations with that as well. Using schema that some tricks that not many people use it will be really some of that.
00:56:05.460 –> 00:56:22.050 Joseph McElroy: And then, you know, in February will follow that up with an Amazon SEO seminar. So coming next week to find out about that seminar as well. There’ll be free to people to sign up and I look forward to talking to you guys next week. Thank you, Chris. And this has been our podcast or this.