509: 3 Things You Should Know About Driving Organic Traffic w/ Janel Scott-Lind

ABOUT THIS EPISODE

In this episode we talk to Janel Scott-Lind, Digital Marketing Manager at DatabaseUSA.

Are you struggling to come up withoriginal content weekend and week out? Start a podcast, interview your ideal clients, let them talk about what they care about most, and never run outof content ideas again. Learn more at sweet fish Mediacom. You're listening tothe BAB growth show, a podcast dedicated to helping be tob executives achieve explosivegrowth. Whether you're looking for techniques and strategies or tools and resources, you'vecome to the right place. I'm James Carberry and I'm Jonathan Green. Let'sget into the show. Welcome back to the BE TOB growth show. Todaywe are joined by Janelle Scotland. Janelle is the digital marketing manager at DatabaseUSA. Janelle, welcome to the show. Thank you so much for having me. It's a pleasure to have you on the show today. Thank youfor taking some time out of your schedule today we're we're actually be talking aboutthree things that you should know about driving...

...organic traffic, which I think isa very compelling topic for today's episode. But before we get into that,maybe you can tell our listeners a little about what you and your team atDatabase USA are up to these days. Perfect. Yeah, so we Iwork for a database company and what we do is we sell database solutions toother companies. I personally work in the internal marketing department, so we marketfor our brand and specifically I work in digital marketing. So I do alot of add words, I do Seo, website fixes and you know, thingsof that nature. So that's basically what our team works on every day, all day. We also have a lot of sister brands and so wedo the digital marketing and Seo for those companies as well well, and andvery important work. I mean these are these are the kinds of problems andsolutions that literally everyone these days needs. So we're really excited to bring youon the show and sort of tap you...

...to for your for your expertise.And you know, today we're going to be talked about driving organic traffic.I mean, can we let's can we maybe start off and just sort ofdefine what it is that we're talking about today? So organic traffic is basicallynon paid web traffic that finds you through, you know, different social media channels, but mainly the search engines. And so basically, when you search, the first things that you'll see at the top of the searcher, maybetwo hundred four advertisements and then post those advertisements. After those advertisements, you'llget into the organic traffic. Now a long time ago will not so longago, but about two years ago, a long time for Internet people,I suppose. But basically they used to have the ads. They were coloreda different color. They were green and pink. Well, they've taken thoseaway, so it's now harder to kind of identify what is a pay toadvertisement versus what is in organic advertisement.

So I typically tell people to lookto to for, you know, little descriptions down into that search query andthat's where you kind of start seeing that organic you know nesting. Yeah,and you know, and that's obviously something that everyone is interested in capturing.I mean, you know, we all, we all pay for advertising. It'ssomething that everyone does. But to get that sort of natural, organictraffic, to get those organic search results, is so hugely important. So let'stalk about you know, what are what are these three things that everyoneneeds to know when you're attempting to drive that kind of organic traffic to yoursite. Absolutely the first thing everyone needs to know is that there are freetools out there to be able to start utilizing and they offer the ability tofind out what queries, so what people are typing into, say, Googleor bang or Yahoo to find you. And so one of these that Iuse every day is called Google search console,...

...and what it offers is the abilityto see what people have queried to find you. And not only that, it also gives you relevant data about how many searches for that query thereare in a month, how many people not only searched it, but howmany people clicked on your little blurb on the search engine and how many peoplefound you, basically, and how many clicks that was, and how manyimpressions that you specifically got, so impressions meaning how many people got to yourpage from that search query. How does that information payoff? I think,is really what I'm what I'm trying to get to. What do you youknow, having sort of data and metrics and information is valuable, but it'sit's, of course, of equal value then to be able to say,all right, well, now I have this information, this is what Ican do with it. Yeah, absolutely so. For example, if yousearch email database, you'll find database USA...

...pops right up to the top ofthat search query. Well, I have created now, knowing what that data, you know, has. It typically gets four thousand views for that queryand any given month, and so since we show up on that page,we're being seen every single time. So what I did was I made apage that was called email databases and I took the information that Google search consolegave me and I built out pages around those queries because I knew that peoplewere looking for this information. We were showing up, maybe not in thefirst spot or the second spot, and so what I did is I tailormade pages specifically to those query. Ways that we're getting a lot of traffic, right, and so that's kind of how I've leveraged that data. Andso by building out these new pages that were specific to these queries, we'renow more relevant for that query, right, and so sometimes we show up twiceon that first page for mail databases...

...because we're building out pages that thatyou know, are built for those queries. That's fantastic at very deliberate, veryintentional. So that's a great point. Google search console definitely sounds like avery powerful tool. Everyone should check it out. The the second pointthat we had sort of talked about a little bit before we started recording today'sepisode is that that relevant content can only take you so far. What iskind of what is that idea? So a lot of people, I've heardthis kind of as a buzz key phrase, or whatever content is king or youknow, whatever the content is. The more content that you generate,the more you're going to start pulling up in the search engines. And that'sreally only true if the content also comes with clicks. So if nobody clicksthat or nobody can find it, then it's not really relevant, is it? And so basically, you can generate...

...as many blogs as you want,but if nobody can find your blog, then there's not really a point tocontinue putting out all this content. And so what I tell people is youknow right content and deliberately and focus all of your energy for a week ortwo weeks to drive traffic to that content, because Google assumes that the more clicksthat you receive for a search query, the more relevant you are to thatquery. Does that make sense? Yep. So if you get alot of clicks for, you know, email database, Google assumes that youmust be the authority on email databasits right. And so if you are driving trafficand driving clicks to your content. You don't have to put out alot of content, because a lot of content doesn't matter, but you haveto put out important content that people are going to relate with and that aregoing to get a lot of clicks from the search engines. Yeah, andand that's basically it. Google's algorithm. Every SEO expert or every Seco person, or Google or whatever you want to...

...call them, has got a theoryabout how Google chooses what's on those first couple pages. My theory, personally, it's all about clicks. It's all about clickthrough. So the more pertinentor the more you know specific you are or that page is to the query, the more clicks that it receives. The more clicks it receives, themore relevant that Google assumes that that content is to that query. And itworks across the board, Right. And so you could put out a blogpost about, you know, you know, database information or data inform nation,and if a lot of people that are searching click on that link,you will rise up to the top of that first page. It is whatit is. Got It. It sounds, a little bit, though, likeyou're assuming that you've sort of made it onto the first page to beginwith, though, and I mean you know, we've we've talked to peoplethat you know, if you're not making...

...it until the until the second page, you know it's that it's never really not doing you any good. Andso do you have anything, any advice then on I mean making it tothat first page to begin with in my or am I totally off base aboutthat? Now you are right on. Q and I kind of talked aboutSeo almost like a political campaign. I know our political environment is a little, you know, hilarious nowadays, but hilarious and terrifying. So and terrifying. But you know, I think of it kind of like a political campaign. You could be the best politician and you could have the most deliberate message, but if nobody hears you and nobody backs you, then your message reallydoesn't get very far right. And so pairing Seo with paid advertising helps yoube able to jump the line from being on page thirty to being on pagetwo and eventually page one. So just using a little bit of whether thatbe you know, add words for a...

...couple of weeks to a really low, you know cost per click, maybe a dollar per click for two weeksjust to get that you know, you know that little engine running on thatpage. It really does help because what Google provides, it doesn't care ifyou show up or the clicks that you receive are from paid or from organic. Their assertion is just that if you get a lot of clicks, weassume that you are relevant to this query. So it doesn't really matter how youget there, you know, it matters how you stay there, kindof. And so if you can get, you know, a couple of weeksof adwords going on a specific page with those keywords that drive people tothat query and drive people to that page, if you get a hundred clicks,Google will automatically assume that you must be very specific to this query andso you will jump the ranks from,...

...like you were saying, being kindof in the back and kind of missing, you know, you'll jump up realquick to that first page and that second page and on. The moreclicks, obviously, that you could receive from the Google ad words, that'sgoing to help your click through rate. And then as it starts to ascendthat first page, it'll it will be a self fulfilling prophecy at that pointbecause once it's reach page one, people will you know, continue to clickon it, and so I always tell people to kind of use it.Think. Think of Seo as kind of this political campaign. You need themoney to be able to back it, but once it gets into power itcan stay there. Right. Yeah, just need I need a little extrajuice to overcome that initial inertia. You just yeah, you need a littlelittle jump start. Yep, exactly. And and, like I said,you know a lot of people don't have a lot of money to put intoat words. I'm not saying to use it to advertise for six months.Give it two weeks at a really low...

...cost per click, like a dollara click, and it will, I guarantee you, it will start pullingup in those ranks. That's fantastic. Yeah, well, and third point, I mean you've really already kind of touched on it, that clicks equalsrelevance for search engine. So I mean, like you, like you said,you know, if you can get it started, if you can drivea few clicks, if you can get that momentum going, you're going tobecome more and stay relevant. Yeah, YEP, exactly, because once youcan get to that first page, it will people will begin to click withoutthe help of the add word or without the help of any kind of youknow, display advertising or anything like that. Once the clicks start happening, youknow, Google doesn't can't tell the difference between if the click is coming. It can tell the difference, but from an SEO standpoint again, itjust assumes that if the Click is relevant to the query, then that mustmean that it is important for that query. Well, do you know? Youobviously know what you're talking about.

I really do appreciate you coming onthe show and sort of sharing your expertise with our listeners. I'm sure there'sthere's plenty more that you could talk about when it comes to Seo and organictraffic. So if anyone out there listening is interested in sort of connecting andfinding out more about today's episode, finding out more about database USA, what'sthe best way for them to go about doing that? They can go toour website, it's database USACOM, and reach out and, you know,utilize our database that it can definitely help you, you know, in alot of SEO goals actually. So, you know, reach out or youcan reach out to me directly on Linkedin. I'm Jane Lend Perfect, Janel.Well, we really do appreciate your time and you sharing your wisdom.Thank you so much and it was a pleasure having you on the show today. Thank you so much for having I really, really appreciate it. Ifyou're a BB marketer, we want to feature you on sites like the HuffingtonPost, social media examiner and chief marketer.

Every week we send out a questionrelated to be to be marketing. We use the responses to those questionsto feel the content we write for really popular websites. So head over tosweet fish Mediacom slash questions and sign up today. Thank you so much forlistening. Until next time,.

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