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

...organic traffic, which I think is a 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 at Database USA are up to these days. Perfect. Yeah, so we I work for a database company and what we do is we sell database solutions to other companies. I personally work in the internal marketing department, so we market for our brand and specifically I work in digital marketing. So I do a lot of add words, I do Seo, website fixes and you know, things of 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 we do the digital marketing and Seo for those companies as well well, and and very important work. I mean these are these are the kinds of problems and solutions that literally everyone these days needs. So we're really excited to bring you on 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 of define what it is that we're talking about today? So organic traffic is basically non 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, maybe two hundred four advertisements and then post those advertisements. After those advertisements, you'll get into the organic traffic. Now a long time ago will not so long ago, but about two years ago, a long time for Internet people, I suppose. But basically they used to have the ads. They were colored a different color. They were green and pink. Well, they've taken those away, so it's now harder to kind of identify what is a pay to advertisement versus what is in organic advertisement.

So I typically tell people to look to to for, you know, little descriptions down into that search query and that'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's something that everyone does. But to get that sort of natural, organic traffic, to get those organic search results, is so hugely important. So let's talk about you know, what are what are these three things that everyone needs to know when you're attempting to drive that kind of organic traffic to your site. Absolutely the first thing everyone needs to know is that there are free tools out there to be able to start utilizing and they offer the ability to find out what queries, so what people are typing into, say, Google or bang or Yahoo to find you. And so one of these that I use every day is called Google search console,...

...and what it offers is the ability to 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 there are in a month, how many people not only searched it, but how many people clicked on your little blurb on the search engine and how many people found you, basically, and how many clicks that was, and how many impressions that you specifically got, so impressions meaning how many people got to your page 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 you know, having sort of data and metrics and information is valuable, but it's it's, of course, of equal value then to be able to say, all right, well, now I have this information, this is what I can do with it. Yeah, absolutely so. For example, if you search email database, you'll find database USA...

...pops right up to the top of that search query. Well, I have created now, knowing what that data, you know, has. It typically gets four thousand views for that query and 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 a page that was called email databases and I took the information that Google search console gave me and I built out pages around those queries because I knew that people were looking for this information. We were showing up, maybe not in the first spot or the second spot, and so what I did is I tailor made 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. And so by building out these new pages that were specific to these queries, we're now more relevant for that query, right, and so sometimes we show up twice on that first page for mail databases...

...because we're building out pages that that you know, are built for those queries. That's fantastic at very deliberate, very intentional. So that's a great point. Google search console definitely sounds like a very powerful tool. Everyone should check it out. The the second point that we had sort of talked about a little bit before we started recording today's episode is that that relevant content can only take you so far. What is kind of what is that idea? So a lot of people, I've heard this kind of as a buzz key phrase, or whatever content is king or you know, 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's really only true if the content also comes with clicks. So if nobody clicks that 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 to continue putting out all this content. And so what I tell people is you know right content and deliberately and focus all of your energy for a week or two weeks to drive traffic to that content, because Google assumes that the more clicks that you receive for a search query, the more relevant you are to that query. Does that make sense? Yep. So if you get a lot of clicks for, you know, email database, Google assumes that you must be the authority on email databasits right. And so if you are driving traffic and driving clicks to your content. You don't have to put out a lot of content, because a lot of content doesn't matter, but you have to put out important content that people are going to relate with and that are going to get a lot of clicks from the search engines. Yeah, and and 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 theory about 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 pertinent or 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, the more relevant that Google assumes that that content is to that query. And it works across the board, Right. And so you could put out a blog post 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 what it is. Got It. It sounds, a little bit, though, like you're assuming that you've sort of made it onto the first page to begin with, though, and I mean you know, we've we've talked to people that 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. And so do you have anything, any advice then on I mean making it to that first page to begin with in my or am I totally off base about that? Now you are right on. Q and I kind of talked about Seo 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 really doesn't get very far right. And so pairing Seo with paid advertising helps you be able to jump the line from being on page thirty to being on page two and eventually page one. So just using a little bit of whether that be 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 weeks just to get that you know, you know that little engine running on that page. It really does help because what Google provides, it doesn't care if you 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, we assume that you are relevant to this query. So it doesn't really matter how you get there, you know, it matters how you stay there, kind of. And so if you can get, you know, a couple of weeks of adwords going on a specific page with those keywords that drive people to that 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 and so you will jump the ranks from,...

...like you were saying, being kind of in the back and kind of missing, you know, you'll jump up real quick to that first page and that second page and on. The more clicks, obviously, that you could receive from the Google ad words, that's going to help your click through rate. And then as it starts to ascend that first page, it'll it will be a self fulfilling prophecy at that point because once it's reach page one, people will you know, continue to click on it, and so I always tell people to kind of use it. Think. Think of Seo as kind of this political campaign. You need the money to be able to back it, but once it gets into power it can stay there. Right. Yeah, just need I need a little extra juice to overcome that initial inertia. You just yeah, you need a little little jump start. Yep, exactly. And and, like I said, you know a lot of people don't have a lot of money to put into at 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 dollar a click, and it will, I guarantee you, it will start pulling up in those ranks. That's fantastic. Yeah, well, and third point, I mean you've really already kind of touched on it, that clicks equals relevance for search engine. So I mean, like you, like you said, you know, if you can get it started, if you can drive a few clicks, if you can get that momentum going, you're going to become more and stay relevant. Yeah, YEP, exactly, because once you can get to that first page, it will people will begin to click without the help of the add word or without the help of any kind of you know, display advertising or anything like that. Once the clicks start happening, you know, 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, it just assumes that if the Click is relevant to the query, then that must mean that it is important for that query. Well, do you know? You obviously know what you're talking about.

I really do appreciate you coming on the show and sort of sharing your expertise with our listeners. I'm sure there's there's plenty more that you could talk about when it comes to Seo and organic traffic. So if anyone out there listening is interested in sort of connecting and finding out more about today's episode, finding out more about database USA, what's the best way for them to go about doing that? They can go to our website, it's database USACOM, and reach out and, you know, utilize our database that it can definitely help you, you know, in a lot of SEO goals actually. So, you know, reach out or you can 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. If you're a BB marketer, we want to feature you on sites like the Huffington Post, social media examiner and chief marketer.

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

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