The Do Marketing Better Podcast
Host: Brian Webb
Episode 3: How To Get More Free Traffic To Your Website Without Being An SEO Expert
The Do Marketing Better Podcast is designed to be your #1 resource to learn the secrets, frameworks, systems, & growth hacks that are essential to grow and scale any business. In this episode, we feature Justin Scicluna, who has helped market businesses online since 2003. He has done everything from PPC to content marketing to Messenger Marketing, where he has intently focused for the last 3 years. In this episode, he will explain how to get more free traffic to your website without being an SEO expert.
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Transcript: Brian Webb: Hey there everyone. Welcome to the Do Marketing Better podcast, where we know that bad marketing is a pandemic and the mortal enemy of growing your business, but good marketing done right will help you and your brand eradicate obscurity and elevate your reach and income to new heights. I'm your host, Brian Webb. This podcast is designed to be your number one resource in the world to learn the secrets, frameworks, systems, and growth hacks that are essential to grow and scale any business. So let's jump into today's episode. Brian Webb: Hey there everyone. Welcome. I'll get to the interview in just a minute, but I want to tell you why today's episode is so important. We've all heard and read about search engine optimization, and we all know it's important, but some of you might not know why, right? If you're a business owner, you know you want to get as much traffic to your website as possible. The more targeted traffic you attract, the more leads and potential new customers you might be able to bring in, which is a good thing, right? But for most of you in the audience, it seems so complicated and difficult to understand. And to a degree, it is, which is why the world needs SEO experts and the services they provide. So why is this episode important to you? One, you know you want more traffic on your website. Too, you know you want high valuable prospects to know who you are and the services and or products you provide. Three, you know you want to grow your business and generate new sales. And four, you don't want to spend years learning how to be an SEO expert. Brian Webb: So in today's episode, Justin reveals and breaks down Google's E-A-T algorithm, that'll make sense in a minute. And he provides a simple understanding of how the algorithms work in the most simple explanation. So if you want to understand the logic of what search platforms want, you're going to be rewarded by the search platforms with higher organic reach, which could yield more and better traffic to your website. You've worked hard to get where you are in starting and growing your business, you deserve to know and leverage the right strategies that can provide a nice tailwind to this journey. I'm here to help. So if growing your business as cost efficiently as possible is important to you, you're going to really enjoy my interview with Justin Scicluna. So let's go ahead and dive on it. Brian Webb: I'm really happy to have my friend and colleague, Justin Scicluna, here on the podcast today. I've known Justin for quite some time. We've done a lot of work together for that matter. And Justin, I know that you're one of the first Messenger marketing experts and recognized industry leader in that space, specifically Facebook Messenger. We should get that out there. And you're a presenter and speaker on Messenger and marketing. And you're an owner of three successful businesses. And I understand you make a pretty good spaghetti sauce. Is this true? Is this verifiable? Justin Scicluna: Absolutely. Absolutely is. Brian Webb: So welcome to the Do Marketing Better podcast. Again, I'm happy to have you here. And today we're going to be talking about Google and what can positively or potentially negatively impact how you show up in search. And so I know that you're going to be talking to us about E-A-T, which, acronym, obviously. So Google E-A-T, we'll call it, and we'll call it Google E-A-T interchangeably, but tell our audience what this is and why they care about it. Justin Scicluna: Absolutely. So the whole concept behind Google's search algorithms is always trying to find the proper content for what it is, the most relevant content for what it is that you're looking for. And they have this big document called Google's Quality Raters Guidelines. And in there, they changed up some terminology that they were using. They used to say things had to have high quality and they started changing it to say the content needs to have high E-A-T. And E-A-T stands, for the E is expertise, the A is authority, and the T is trustworthiness. So Google is looking for pages that have the most expertise, authority and trustworthiness on the subject that it is that you're searching. And there are many different factors that play into give them those signals. So that's one of the many and major ways that it would decide, the Google algorithm would decide to show you first above your competition. And that's why it's very important. Justin Scicluna: And let me say that a lot of the information we're going to talk about today, we're going to talk about a few things that you can do to improve your Google E-A-T and why you should care about those things and why you should improve them. And it's going to be heavily influenced from an article on Search Engine Journal written by a gentleman named Manish. And I will not destroy his last name, but it is a very great article. It goes in depth, and it was one of the best ones that I saw that explains it. And so I thought that this would be something we can bring this information out in a digestible form. Brian Webb: Okay. So expertise, authority, and trust. That makes sense. So let's go into, what if a business isn't worrying about this, what's the consequence of not providing expertise, being from a place of authority and being a trusted resource, what's the consequence of that? Justin Scicluna: Well, you'd be surprised how many businesses don't care about this. And it really depends on your business goals. If you are really wanting to get free traffic to your website so that you convert those people who are coming to your website into customers and you need to show up when somebody is doing a Google search for the services that you offer, then it's important because that's what this is really going to do. It's going to make you show up higher than your competition when people search. If you're not concerned with being discovered or showing up on Google, then just like, I'm sure you're not doing anything for SEO. So just like that, you can just ignore this. Brian Webb: Okay. Yeah. So let's talk about the expertise part, even though the word is self-explanatory, what does that look like for our audience sake? I know what this is, but for our audience's sake, what does that mean? So in other words, okay, Brian, Justin, you're telling us we have to have expertise, we have to have authority, we have to have trust, what do they do? What are the action steps that they do to initialize that or deploy that or to leverage that so that they can rank higher in a search engine like Google? Justin Scicluna: Well, they're all interchangeable, but one way to explain it, it really, really falls in heavily on pages that have to do with your money or your life. So anything that would, if you're a business that has anything to do with financial planning or explaining how people would better grow their money or your life, meaning anything that would be in the health industry or anything that you would need somebody like a doctor to be giving you proper information, that's where the expertise really lays in hard. Actually, all three of them, the expertise, authority, and trustworthiness, they all are pretty interchangeable. They all work together. Justin Scicluna: So what it means is if you're going to be talking as an authority in a space, then the writer of that piece that is on your page, whether it's a service page, a product page, or a blog post, the writer of it needs to be somebody of authority, not just an intern. So in the world of finance, if you are a finance person, then your name should be in the byline, your name should be connected to that piece of content for it to give that extra authority, trustworthiness, and such. In like a medical field, you'd want an article to be written by a doctor and not just a content writer, which happens, people hire ghost writers and content writers. And that's okay, but you at least in the eyes of Google and I'm not advocating for lying, but you want the content to come from the experts and not just from a writer who's just fluffing your site out. Brian Webb: Which makes sense. Here's my question. To the best of your knowledge, what in the algorithm are they using to measure? Are they, for example, are they looking out potentially to number of LinkedIn connections or other publications that are out there with your name on it? I'm guessing they're doing more than scanning for input degree letters that were put into the credits for the blog posts, for example, right? Justin Scicluna: Exactly. So Google, almost every part of Google's algorithm works with trying to get all of the sources that they can to back up your authority and your expertise and trustworthy. So in other words, if you just wrote, first step would be to make sure the bylines on whatever the content, if it's a blog, the byline is the person of authority that you want to be the person that Google recognizes. That person, the one of authority should have their name mentioned in other places that Google already sees as having authority. So if there is a financial publication being quoted in an article from there, and having it point back to you with your name stated in there. Those types of signals will support and lift up the authoritativeness and each part of this in order to make Google understand that you know what you're talking about. Justin Scicluna: One easy way to get your name on other places are, if there's any professional directories, listing yourself there with a full filled out, fleshed out bio pointing it back to your website. If there is LinkedIn, of course, any of the business socials or any of the socials in general, having a Facebook profile and Instagram profile, Pinterest, if you can squeeze one of those in, Twitter. Twitter is regularly indexed by Google, YouTube. Having all of these other sources with content. Also, showing that you know what you're talking about and pointing back are ways to increase that authoritativeness. Justin Scicluna: And then there's a way that you can actually get quoted in major publications, anything from CNN, Washington Post, The Times in London, whatever, you can get quoted by these major publications relatively easy by using a simple thing called HARO, which stands for Help a Reporter Out. And it's a free service that you can sign up for that when a reporter needs an expert to comment and give a quote about something they're writing about, they'll put in the question or the subject into the system, and you can get an email from the system that says, hey, a reporter from this publication is looking for someone to talk about putting mold remediation. And if you're an expert in that field, you can go in there and give the tips and answer the questions at this report or likes. And if they like you, they will put you in their article and they will link back to your site. And that will help give you more authority. That'll help start building it out. Brian Webb: So if our audience did want to go look that up, is that haro.com? Justin Scicluna: It's helpareporter.com. Brian Webb: Okay, helpareporter.com. Okay. I think that's a value bomb you just dropped right there because I was not aware of that. So I will be checking that out as soon as this podcast is over actually. Justin Scicluna: Yeah, and that actually did an aside note that that process of getting quoted in major publications works more than just for your E-A-T. It just works for SEO in general, because a big way that Google decides if your website is more important than another is having other authoritative sites pointing to you about the subject that your site is about. So anytime you can get any big publication to point a link at your website and have their article talking about the thing that you do, the product that you sell, the area that your business is in, in the eyes of Google, with all the data that they collect, it's just going to help raise up your status with that. And it's going to just give your site more authority on its own. It's just a really useful way to ethically build links back to your website. Brian Webb: Which is a great word by the way, is ethically, because I do know that there are some services out there, I guess, it wouldn't necessarily be unethical, but if you want the, as seen on CNN, NBC, CBS, which, of course, gives the illusion that perhaps you are on a broadcast somewhere when in reality a public relations firm just went and submitted an article that got linked to some deep, deep, deep landing page somewhere inside their web infrastructure so that you can technically say as seen on CNN, NBC and things like that. Have you seen that, Justin? Justin Scicluna: Oh, yeah. And they're also other services that exist in the world where you buy authoritative links where they're not even as big as CNNs or the major publications, where it's just an SEO company has built up authority of some very strangely URL site where all they do is they write content to pass out its authoritativeness to you. That is, I would consider a gray hat. I mean, it's not how it's supposed to be done. And that's why Google doesn't like that. But in this world, when you are getting cited at an article and you are quoted and it's pointing back to you as a real true, it's a solid, real link. That is a completely white hat. Brian Webb: So circling back to the acronym E-A-T, expertise, authority and trust, the one thing, and I'm guessing you're going to be in the same page with me here, Justin, is the one thing I try to teach people is Google has three stakeholders, right? They've got the people who are searching, they've got the people who are advertising and would love to organically show up in that search, and then they've got their investors, the stakeholders or shareholders, I should say. And so what in essence Google is trying to do with this whole E-A-T, they're trying to make Google provide the best possible experience for those that are searching on it. And so when they want you to show up with expertise, they're wanting you to be a producer of high quality, high value content, right? Justin Scicluna: Correct. And that's always the fundamental when you are thinking, there's a lot of fluff and techniques with SEO. And there are things you can do at a high level if you're really competing at a massively high level. For example, if you are a CNN competing against the Washington Post, for example, where you really want to make sure your stories show up first, there's a lot of little things you can do at that level. That would be way above and beyond what we're talking about here, but in essence, when you are a small medium business or if you are pretty small little shop, the things you can do to truly have an impact is to always make sure that anything you put on your website is not an afterthought, that you actually put some thought into it and you want it to be something that answers a question that your ideal customers are looking for. Justin Scicluna: So, if you're selling blue shoes and people are saying, who has the best blue shoes, you should have content on your website that says here's who has the best blue shoes and explaining it out and make it quality, you get links to other things, show pictures, if you can, add videos, YouTube is a huge way to boost up your SEO. And make sure that the piece actually answers that question succinctly and gives the person a great experience when they come there. And Google's always had that intention is they always want to find the best, most relevant answer and give it to you. So if you can be that person, that's how you can win an SEO, but if you're not that only person and your competition also has a pretty good answer and their competition has pretty good answer, that's when you want to start looking into some of these other things like E-A-T, where you can increase your authoritativeness, your trustworthiness, your expertise in the eyes of Google search, so that you show up above them whenever you're putting your content out. Brian Webb: And would it be fair to say when we were talking about the example of blue shoes, meaning let's have the right copy on that webpage or video that is basically pitching something, but the opportunities that businesses, the one thing I know, and again, I encourage clients to understand is they want you to show up, they want you to be helpful, they want you to be a good Samaritan and they want to see content that may have nothing to do with selling your products or services. They just want you to show up and be basically a part of the tribe and give value and teach and help. And they reward that, right? Justin Scicluna: Yes. As long as that's what the people are looking for and you are giving them the answers to it, that is absolutely what you get rewarded for by a higher ranking. Brian Webb: So if someone is hearing this podcast today, what would be the first two or three steps or two or three things, if they could go do something today or this week, that would start moving them towards being more of an expert, having more authority, increasing their authority and their trustworthiness, what would you tell them to go do? Brian Webb: Before we go any further, I want to tell you about our Insiders Club. You and I both know that you need and want to grow your business and you need an affordable, highly-seasoned marketing and strategy partner to help and show you the way. Well, our Insiders Club is the perfect solution for you. And let me tell you why. If you sign up for Insiders Club, we'll send you the same secret strategies, tools, growth hacks, and tactics that we share with our top-paying clients right to your inbox every single week. Brian Webb: And it's so easy to join, simply go to whatboxdigital.com/insider and enter your information. It's that easy. It will take you less than two minutes and you'll be a part of the club. Imagine getting bite-size golden nuggets of marketing tips and insights you could use to grow your own business every single week. We'll share advanced tips and strategies on Facebook, LinkedIn, lead generation, marketing automation, sales, trends, technology, branding, and so much more. And in case you missed it, it's free. Again, to sign up, simply go to our website at whatboxdigital.com/insider. Let me and my team here at Whatbox help you to be a smarter marketer, so you can grow your business and your income faster by helping you to make better marketing decisions with fewer regrets. And let's face it, most marketing does not work. Let us help and show you the way to do marketing in a way that actually does work and helps you to grow your business. Again, sign up today at whatboxdigital.com/insider. I can't wait to see you there. Brian Webb: So if someone is hearing this podcast today, what would be the first two or three steps or two or three things, if they could go do something today or this week, that would start moving them towards being more of an expert, having more authority, increasing their authority and their trustworthiness, what would you tell them to go do? Justin Scicluna: Step one would be take a look at your current website, everything that's there now, and review the most important content for your most ideal client. So if you have multiple clients for different levels and you know your favorites if you know your business, you know the ones that make you the most, so go to anything that has to do with that most favored client, review the content you have on your digital properties and make sure that it's providing value, it's answering questions where you can answer questions, it's pointing them in the right direction where you can, it's sharing your expertise about that subject so that they can get an answer right from you even if they don't hire you. And that will increase your page quality there. Then start going out to get some backlinks to support why people should go to your content to get this information. That would be with HARO or any other way that you can build links back to your business. Justin Scicluna: Those would be the first two things that I would do. Also, reviewing the headers on your content to make sure that they are similar to the search terms somebody would be using when looking for that content. And let me give you an example on that. If somebody is wanting to know what the best blue shoe is, that's the question. So one of your headers in your actual page on the website should say, here are the best blue shoes you can buy. So Google will understand the difference in language between someone asking what are the best blue shoes and the fact that you are saying, here are the best blue shoes, and it'll be a better matchup for it when it's trying to connect it to that query. So review your content, make sure it's providing value and its quality for your eye, especially your ideal clients. And then start getting some arrows pointing back to it on some more reputable sources. Brian Webb: So I'm going into my archives as far as SEO, which I am not an SEO pro, even though I understand that I've been around it and I've worked with people who optimize for search, am I correct, Justin, when you said, for example, the headers, should that basically also be in the URL slug, the page title, maybe in the body, the body copy as well? Should it be all through those places? Did they look for that? Justin Scicluna: Yes and no. So the URL, I might separate out as separate, well, obviously, when you're separating it out, it would be separate, but there is debate as to how much the URL plays into your ranking. It is my personal belief that whatever the key phrase is that you want to show up for, put it in the URL if you can. That's just how I do it. Others, I've heard others say it's not as important as you think, but yes, it should not only be the thing that they're searching for should not only be in a header, but you should also state it in the body by answering the question and have as much synonyms, I guess, different ways to explain the same thing. So you don't have to constantly say blue shoes, blue shoes, blue shoes. That'd be keyword stuffing, but you can say, try to use it in different ways, blue shoes, these shoes are a shade of midnight or whatever, whatever would make sense in the peripherals. Justin Scicluna: As you're answering your question, you want to put a lot of those out there so that the context is easy for Google to understand that this is what this is about. And then you can increase your E-A-T by getting some other sites to point back to you to show like, yes, this really is the best place to find out information about certain blue shoes. Brian Webb: Got you. Okay. And by the way, YouTube owned by Google, of course, when you're posting video content there, and of course, you can embed that on your webpage, Google does crawl the audio for the keywords and keyword phrases in the video as well, correct? Justin Scicluna: Yes. It's not guaranteed, but here's the best thing to do on your YouTube side of it. With the YouTube part, when you're trying to help you get a little boost, they index YouTube daily, whereas your website will probably get indexed monthly. So if you are putting out a piece of content on YouTube that supports a blog, the best way to do it is to use to create the transcripts, the subtexts. And Google's got a free tool that'll do it, it'll auto-generate them. Make sure you go back through them and edit them because it's about 70 to 90% accurate. Brian Webb: Sure. You got to clean it up a little. Justin Scicluna: Yeah, you got to clean it up. But make sure you add those captions to it because that's going to be where it can find the context more easily is through those captions. And then as bonus, if you can fit, take a copy of those captions and put it in the description of that video and put a link in that description of the video that points back to the webpage on your site that it's connected to. And that'll be indexed that day, which is another arrow pointing back at your site. And then, when you embed that video on your site, make sure that that site the content is similar to the transcript of the entire video. Justin Scicluna: Some people what they do, because they can run, whenever they're trying to create content, they know they can sit and just talk about it more quickly than they could sit down and write it. So a lot of people start from a video, where they'll sit down and they'll present a whole video, they'll get it transcribed and they'll take the transcription and turn that into website content, embed the video there and put the proper links on the YouTube side and all of that will give you lift. Brian Webb: Absolutely. And a great example of that is just what we do with our podcast, for example. We're not recording video today per se, but we're going to take all the audio from this conversation, which is just, Brian, me, you, Justin, talking, and we will get that transcribed and we could turn that into a blog post, we could turn that into micro snippets for social, but the same principle, as if you're doing the same thing with a video, basically. Justin Scicluna: Yes. So that's just a little bonus tip. It will add to your E-A-T, but that's not the primary thing. That's just something that will help your content have more quality in the eyes of Google. So the more information, infographics, graphs, videos, pieces that help explain your point that are on there are little signals that tell Google, hey, this is a pretty solid piece of content. And then that's one step in your E-A-T. And then, when you have other places pointing back to you saying, yeah, this is really good information. Boom, that's another step in your E-A-T. Brian Webb: Absolutely. Well, Justin, you know I'm a huge fan of you, thank you for being here today. If people in our audience wanted to find you, where's the best place to do that? Justin Scicluna: Well, they can find me on Instagram, Facebook, LinkedIn, on the two majors, Facebook, Instagram, it's @webbyup, W-E-B-B-Y-U-P, and then Justin Scicluna on LinkedIn. Brian Webb: All right. Well, thanks for being here. Do you promise to come back for another episode sometime in the future? Justin Scicluna: Sure. Brian Webb: All right. We've got you recorded. Justin Scicluna: Always happy to talk. Brian Webb: All right. Thanks, Justin. Thank you for listening to today's episode of the Do Marketing Better podcast, where we know that bad marketing is a pandemic and the mortal enemy of growing your business, but good marketing done right will help you and your brand eradicate obscurity and elevate your reach and income to new heights. I genuinely hope you enjoy today's episode. I'd be honored if you'd subscribe to the show and leave us a review if you felt that today's episode inspired you to do marketing better in a way that will actually help you to grow your business. Brian Webb: I'd be honored for you to connect with me personally on Instagram @brianwebb, and Whatbox Digital, @whatboxdigital. You can also find me and Whatbox on Facebook and LinkedIn with the links in the show notes, that will allow you to stay up to date and never miss out on exciting new announcements, events, offers, and opportunities, and you'll be in the know when a new episode of our Do Marketing Better podcast drops. And if you'd like to drop me a DM to say hello, I'd love to hear from you. Again, thanks for listening. Let's go and grow together. I'll see you in the next episode.