3 Secret SEO Tactics

In this episode of thebusiness of eCommerce.

I talk with Jason Berkowitzabout three secret SEO tactics.

This is a business ofe-commerce, episode one Oh three Welcome to the business of eCommerce, the show that helpseCommerce retailers start, launch and grow their eCommerce business.

I'm your host, Charles [inaudible], and I'm here today with Jason Berkowitz.

Jason is the founder of break the web, an inbound marketing agency based in NewYork city who has been helping clients with SEO strategies since 2010 I askedJason on the show today to talk about how you can use SEO to help grow youreCommerce business.

So, Hey, Jason, how are you doing today? Hey, Charles.

Doing well.

How are you doing? Good.

Great to have you on the show.

SEO is one of those things thatyou can almost never get enough of.

Like it's always this evolvingthing, right? Where you know, 2019 today and even the stuff from lastyear or even the stuff from earlier this year, right? It seemsoutdated by this time, so it's always nice to kind ofkeep talking about this, right? Yeah.

Google is definitely keeping the SEOcommunity on their toes with ever evolving changes, updates and everything'sthat's happening all algorithmically.

But yeah, just simplykeeping us on our toes.

So probably the best way to put it.

Yup.

Yeah.

SEO, it's also uniquefor e-commerce, right? Where you know, the very page page heavy, I guess what you'd say.

You know, people have blog content but theymight only have, you know, several, a hundred posts I would say.

But with e-commerce you could easilyhave thousands of product pages.

And you need to kind ofdifferentiate, differentiate each one.

So what are some challenges and whatare you kind of recommend with eCommerce clients to actually help them, youknow, stand out from the noise? Yeah, I think you actually nailed one of thebiggest challenges is that creating that differentiation on specific products.

People might create multiple productpages for the same product where there's just one different variation that'sdifferent.

Whether it's the color size, those are typical, are trying to make them as uniqueas possible would be the goal.

Whether that's a completely uniqueproduct description to build a unique meta-description page.

How to as much as you can.

The reason is because you want to avoidthe two pages possibly competing with each other on Google search results.

That is called keyword cannibalization.

And what they essentially do is canceleach other out and neither will rank just the school doesn't know which onemight be the most appropriate.

So with creating that differentiation, the goal would be to try to make themas unique as possible and that is a challenge in and of itself trying tomake a product description for the same product.

Unique.

Obviously even in a more ideal world wouldbe to have those filters set directly on our product page wherethey can adjust size, color, but essentially trying to makeeach product as neat as possible.

One thing we see also a lot when neweCommerce sites launch is that they'll use a lot of template information which mightbe carried over to multiple products, which again is not creatingthat differentiation.

It is time consuming, but to hit every single skew as best aspossible to essentially create something very unique is the bestroute to go on in that, That aspect.

Yeah, that's always tough.

I was actually talking to clienthair literally before this call.

And they're loading in hundredsof products kind of in bulk.

Large batches come in andthey using descriptions froma distributor which pulls from a manufacturer and these youknow, very like, you know, the LIJ red, red widget type of thing.

The, notin some of these manufacturers, their descriptions are so just basic urgent aspect there.

Yeah.

Do you, would you really go through and rebuildeach one from scratch or what do you do with folks that actuallycannot have a lot of skews? So I would focus on conversion.

You know, that's only another big reason why peoplemight necessarily necessarily hit that add to cart option is because they mayhave not been getting the answers to the questions they had or maybe the copy onthe product description didn't really meet their needs or what thetypical questions might be.

A SEO comes second essentiallyto conversion and aesthetics.

So I would focus on that first, making sure that the copy is setup to convert and instead of that, the product description is somethingthat is unique.

Like you said, many of these big warehouseor manufacturers aren'ttaking the time to have something creative in their content.

They usually just want togive the basic description, here's what you need to know aboutthe product, size, length, weight, whatever it might be, colors, material.

Definitely take the time to get a littlebit creative with your POC description, showcase the market differentiators, why they should buy your productversus something else and focus on the conversion and then tweak after for SEOand see what can we modify for SEO value later.

Got it.

Okay.

So start with, I mean, start with like the people in mindand not the, not the robots, right? Yeah.

And that's what Google says that theywant is they want you to focus on the user.

And I do air quotes because Googleis known to say one thing and mean a different thing, but it does comeinto play in the fact that, you know, bringing traffic to websitevia SEO is great and all, but if you're not converting was allthat worth it.

And that's the question.

So make sure that your website isaesthetically pleasing, has good copy, good great productdescriptions that are unique, that pretty much might answer all thequestions somebody might have initially right off the bat and focused ongetting that add to cart button.

And then once you took out the card ofcourse conversion optimization to get that checkout.

Got it.

What are some recent kindof happenings with SEO? I feel like every time I kinda, I kindalike have left the scene a little bit.

And every time I come inthere'll be like, you know, five different big goal changes.

Everyone's kind of freaking out andthen they have these like odd names.

What is kind of, what's been the 2019 list of crazyGoogle search name changes that happened? Yeah, actually introduced Something very new this month Ibelieve.

And it's a big game changer.

I'm not a game changer.

We'll see how that plays out.

I have my own personal opinionson it, but new link attributes, which means that we are familiar withmost of the time no follow links in which a certain attribute will be added to thecode of a link to basically tell Google we're going to link to this other website.

We might not necessarily trust them, but we'll link to them.

They added two new linkattributes that they will support.

One is called user generatedcontent or UGC as a link attribute, which basically States that thecontent was generated by users, things like forums or reviews.

And then another one was sponsoredto represent what is a sponsorship opportunity or advertorial.

It's interesting and there's a lot ofdifferent multiple sides of how this is all gonna come into play.

My honest opinion is it's probablynot going to get used very heavily.

People are going to stickwith the no-follow if theydo decide to continue that route.

And Google has said that the no-followroute is still perfectly acceptable and suitable and most cases there's also alot of other people in the community that think that Google's trying to rely onpublishers and editors to teach their machine learning algorithms what wouldbe user generated content and what would be a sponsor, a sponsored link.

So that's kind of the new happeningsthat happened in the SEO world.

I know it's super sexy, but yeah.

So it's interesting to see how that'sgoing to really play out over the next year.

We all have our own assumptions.

How would they treat it differently? Right.

Cause I, I know, let's say you shouldn't do this, but let's say you want to do this andyou just run around the internet and comment on a bunch of blogs to try toget links back.

They're all no follow.

So they do nothing for you.

What like would these mean, would these using a generic content orsponsored pages give you any kind of link juice or are they just alsokind of just, I don't know, worthless is the rightword, but very whole value? I think it's a bit too early that anyonehas been able to create some concrete testing.

But I think logic will showcase kind oflike a no follow link in the sense that they're going to be linking to asponsored website.

Now, you know, is that a passive trust? The whole point of links on my backlinksreally matter is because it's sending trust from one relevantwebsite to another.

It's kind of like mimicking word ofmouth.

Hey Charles, you know, go plumber.

Yeah, use ABC plumbing.

I'm going to trust ABC plumbing becausethey came from your recommendation and links kind of act in the same way.

If something though has an ulteriormotive and not necessarily pass the trust, how much SEO guy you canessentially be passed from there, I think is the question.

I think logically these, the assumption would be very low, but it might be a littlebit too early to tell.

I feel like until it always kind of falls.

WordPress, I feel like thisis one of the big things.

Once they make an update and theychange everyone kind of like, I don't know what percentageof the web runs on WordPress, but it's just like astronomical, like two digit percentage.

It's like onboard Press.

So I feel like oncethey implement this into core, that's when we really kind of findout what's happening.

I don't know.

That's just my opinion at least.

Well the question is if they implementit cause they haven't natively, from what I understand, theyhaven't implemented no follow links.

So when you're creatinga Lincoln no-follow, I know there's a lot of different pluginsthat you can add to have that checkbox to make it a no follow link.

WordPresshas not unopposed to no follow natively.

So this is WordPress on the CMS side, not on their free blog standpoint.

Okay.

So, for example, like our agencywebsite is a WordPress website.

For me to make a website that I'mlinking out to and no follow link, I would either need to manually put itin the code on the content or I'm a nice plugin that you can get is somethingthat'll just adds all outgoing, no follow links, all outgoing links tobe no follow or have a checkbox there, make this no follow and you check that.

I don't believe natively they havethe option to make outgoing links, no follow from the CMS standpointon your own website.

Gotcha.

As a, as a publisher, andthis is pretty off topic, but we'll come back out what is thebenefit of having more no follow links? First do following, so I guesswe go outbound or inbound.

Outbound.

Like why not just do fall all youlike why not as let's say a huge blog, why would you even bother with no follow? If so take Forbes for example, forbes.

com was known to be one of themany different high tier one websites that were being used for sponsoredcontent.

And people would say, I can get your posts or get you a linkon forbes.

com give me two grand and you got it, and it's that type of abuse essentiallythat was causing the reputation of Forbes to go down a little bit on whetherForbes was trustworthy and farms made the switch.

Just like many others, you've not come up HuffPo anyother big tier one publications.

I made all outbound links, nofollow for that exact reason, so they kind of stop incentivizingpeople to monetize their website, but on the other hand, it'salso a signal for trust.

So typically linking out toa website, no harm, no foul, you're not losing anything from it.

It's just the other websitehas potential the cane, if you're not necessarilytrusting of the website.

That's really the thing to progress inmy eyes of no follow the say to Google, I will link out to this website.

I won'tnecessarily trust them, their content, their expertise, but they'regoing to be labeled as a resource.

Here I think is thebiggest one in my eyes.

I see it primarily to reduce theamount of sponsorship requests.

Spammers.

I say, Oh, they're makingall outbound links stuff follow, not worth hitting them up to try toget, I guess I suppose or something.

So let's say you are a retailthough.

When you need more inbound, do follow links.

What is the, what'slike the right thing to do and you know, going into 20, 20 half toactually get these inbound links.

So there are link sellers that have greatrelationships with some publications that might be able to getyou these types of links.

Of course you're running therisk of the quality of the link, the context of the link, what's surrounding that linkin terms of contextually, you know, are the words matchingup as the content even great.

Having a link on very poorly writtencontent is kind of a inconsistency.

It's not something you reallywant.

The best way to go about it, the way we do it in ouragency is old school outreach, kind of like PR style outreach where wetry to build relationships or dip into our current relationships that might berelevant for our clients and try to just have an exchange of value and say, Hey, here's something that wouldbe great to write about.

Or here's our client that does this.

What would it take justto get them mentioned? Or is this something that wouldbe interesting to your readers? So it's a bit more work anddefinitely revolves around time.

But taking that step out, reaching outto your favorite blogs, journalists, editors, just to help spread the word kind oflike what a PR specialist would do, essentially is a greatnatural way to build things.

So it sounds like the hard work way, so there's no, there's no shortcut.

I can just hit a button and get likea hundred different bound lines.

I feel like that's whatever.

Yeah, Yeah.

The back in the olddays of SEO, it literally, you can build thousands of links at theclick of a button in 10 minutes and you instantly rank a rank forsome absolutely crazy things.

That's just the old algorithm.

Yeah.

The one, I meanthe good part about this, I would kind of try to look atthe other way, right.

That it, I think they've made itmore difficult and I get it.

But the good part aboutthat is as a retailer, your competitors probably aren't doingthis work either, right? Or it's just, it's gonna be more difficult for everyone.

So, you know, maybe you can only get, you know, 10 inbound links forus a thousand back in the day, but they're more valuable now.

They actually matter versus before youcould just get thousands of these like worthless lengths.

Andquality.

Yeah, exactly.

So what else? Yeah, cause I we get this to actuallywhere a lot of the inbound links, it's literally like a phone call withsomeone you know that we know hair and Hey you know we wrote this article, itwould actually be good for you guys.

And like it's really this like it'salmost like sales at this point.

You're really like it'sa big deal to get a link.

It feels like first before it just feltlike, yeah.

Anyone can link to anyone.

Yeah.

I think It's, well first of all somebody iscalling you.

I give them prompts.

That's like a lot of work as opposed tomany other people who might just send out emails in bulk to a small amountof people, maybe 50 to 60 people.

But it isn't a little bit of work.

It comes down to theend goal.

Like you said, the quality of the link and how itcomes into play contextually versus the quantity.

Yup.

Any other, any other ways?I mean it really feels like, it's like it's just like one-on-one thingalmost where you have to really like know the person.

Are there any other, You know, helps people to do an exchangeof value that's an exchange of value.

You know why? A lot of people, like we get a lot of spam per day, a hundred emails a day, people saying, let me guest post to your site or Ihave something great for your audience, but there's no exchange of valuewhere we don't even open them.

They just go immediately to the trash.

Why are you worthy of a firstgetting me to engage in your email? What value are you presenting?What do you offer us? Is it money? Is it a great audience that youmight have to share your posts? What could it be? Have something thatcould be engaging to our readers.

You know, if we had a blog that would be relevantor has a big audience as opposed to saying, let me just submit contentwith the Lincoln mind.

So when we, for example, if we do go the route of trying tohave an exchange of value like that, our goal would be to create some kickass content content that they would be proud to share on their social mediachannels so we don't go for those cheap article creation routes.

We have in house writers that takethe time to research a content, a content piece, maybe make somecreatives and graphics if it's applicable.

So it is work, but we are providing value to thereaders and it is something of a mutual exchange, you know, they understandwe might be linking to our side, which is fine for them because it's notlinked to promotionally.

It makes sense.

Maybe they're citing an article that wehave to back up what's being posted on their website.

Think of providing value as opposed tojust expecting something like I have a great post which we all know is not great.

It's written by somebodyout of the country, out of the U S that English is not thefirst language that tends to happen.

And just, yeah, I think the best way toput it is to showcase value, you know? Yeah.

Do you, do you recommend building the articleahead of time and then going to them with this completed article with creativesand everything like that and saying, Hey, we have this take a look, or are you going to them with justconcepts ahead of time and saying, Hey, you know, we're thinking of writing theultimate guide to ax or whatever it is.

Are you interested? Likewhich way do you do this? Both.

So the only way we will technicallyhave content prewritten is if we created something and then it got rejected, which just happens sometimesthe messaging was off.

So to avoid us losing in thataspect, we would try to pitch it, but typically at the same time wewould also try to pitch new topics.

So here's an article we create onthis topic.

Feel free to check it out.

If it looks good, there we go.

If not, here's some other ideas or here's someother concepts that might be good for your blogs, for your blogs or for yourreaders.

It says, any of these work.

So that's where it might be both.

Typically we approach with trying tocreate something new and unique so we can aim to match theirvoice, match their style, and also match thepersonality of their audience.

But if we do have something we try tomake use out of it just so it wasn't time and money wasted internally.

So yeah, I know the best is I've gotten pitchedconcepts and then they also link back to other articles they've writtenand they'll come and say, we have this concept for you.

We think this would fit great.

And his 10 of the posts we did forother folks to kind of show, you know, an example of it works sort of thing.

And that's one of the things that thenyou're able to look and get the sample, get the idea, and if it reallydoes fit done, you know, you're gonna get somethingsimilar quality.

And that'ssomething, I don't know.

It's always worked at leastinbound with me.

That's awesome.

Well not something I've done.

It's, it'ssomething we get pitched for articles.

Yeah.

How long are you at now? How long are you actuallyspending generating thiscontent on like a per article basis? Is this, you know, so you're not going to some you know, trying to thinkthe right way of saying this.

You're not paying someone $3 anhour to create some spammy article.

So like what are you doing andwhat sort of commitment is this? So it really depends onthe article and how much, how much research needs to be involved.

If it is something thatour in house writer is veryfamiliar with, she can prob, she's collected so much information.

One of their writers this is why welove her so much is because she enjoys writing, but also she enjoys the reading aspectof the research aspect of it because she's learning so much.

And by this she's kind of like a computerthat's collecting all this information that she can use for anotherarticle if necessary.

So if it is something thatshe's very, very familiar with, it can be a great 2000 word article, maybe in an hour or so and then it goesthrough the proofreading and then maybe a couple of revisions later on.

Butthat would be the typical time frame.

If it is something that is brand new toher or that work and or requires a lot of research, we would go two routes.

Either she would research and get thatpart done or we would seek out an expert in that topic that has an expertor writing on a specific topic.

There's a plethora of places to getexperts that are awesome at writing things like Upwork for freelance websites, so we might seek out a writer if it'sa unique project or unique article.

Content piece is the route wewould go on and that can take, that would be a per project fee.

So what, I don't really know howmuch time it will take them, but in a day we have something delivered.

The typical average articletoo long didn't read, can probably be maybe twohours, two or three hours, give or take for one basic piece thatdoesn't have much statistics or most resource in there.

Is there a target kind of length or likewhat is kind of the target when you're building these? Right? Because over a certain size you can'twrite a small book because no one's gonna read it.

But also you can't writelike a paragraph either.

Right? So there's like, and it seemslike Idaho's, I've gotten longer, or at least that's my sense of the U Sthey used to be blog articles that were like super short and just like a graphicand now it's getting to be like longer and longer.

But like where is, where'sthe range? That's kind of right nowadays.

We have some publishers that will saythat they have a minimum word count, which is fine.

I think the goal be to hit accountthat accurately displays a message.

The problem with many books, for example, that you might buy an Amazon is thatthey have repetitive paragraphs or repetitive chapters.

Just for the sake of trying tofill it out a little bit more.

If you can answer probably thebest way you can in 500 words, why go over, you know, why bore somebody, right.

Why risk losing that conversion aspect? If you have a call to actionat the bottom of the article, if it's an in depth articleit might be a little bit more, I wouldn't necessarily focus on a specificcount but more focus in how long does it take to get to the point and answerthe question while providing supplemental information.

Got it.

Okay.

So if there is, yeah, cause I've seen it before itpublishes [inaudible] answer.

I know I like the dancing around basicallyas short as you can get away with, but the publishers mightstop you as well.

Yeah.

Cause I've seen thisbefore where they have, they have a hard limit and theyliterally just reject it if it's below.

They usually have, what are the styleguide kind of explaining the length, the voice, that sort of thing.

Any of the kinds of tips you'd giveto a retailer that you're working with around this? Cause? I'd like this, it feels like I was talking with Noah Kagan last I think itwas last week.

And yeah, episode one Oh two, and we weretalking about goal setting right on.

You can't go out and say I want tohit a goal of X number of dollars, dollars per month.

Like it's you could write but it's notsomething you can directly control.

But this concept of you wantto pitch five different blogs, you want to write three differentarticles, whatever that number is.

This is something that evenhas a smaller retailer.

You could set that as a goaland just say every month, no matter what I have to pitch 10blogs.

Whether they say yes and no, I just have to pitch them and you canstart to set some sort of numbers like that.

So I feel like this is something whereyou can get like a cadence going and you know just test, test and get in the mode and you knowmaybe you pitch 10 and out of that you get one or maybe the number is ahundred to one whatever that is, but at least she'll, you'll learn.

Yeah, split test, see whatworks, try something new.

If you're trying to say the same thingfor awhile and you send out a hundred emails and you're getting a0% reply rate or success rate, probably time to switch it upand get creative.

You know, think about it like this again, we get maybe a little over a hundredspam emails like that per day, which typically all go to the trash.

Your goal would be to create somethingdifferent, create something that will, that they will open and they will readyour email and then hopefully reply.

Don't be like the a I will review ahigh quality article or check out my product.

I will send you a sample forfree, which many people like free stuff, which is great and allfocused on being different.

If you have a personality on your brand, showcase that personality.

Be weird, be quirky.

I, you know, we have a, we're doing a website redesign soon andI remember mentioning dad jokes just cause I, I tend to be super weird and make yourdad in inappropriate times so that we're putting that personality on ourwebsite, showcase your personality, be different, create something that's engaging andthat if you receive that type of email, you would be quite shocked and respond.

I've seen some really interestingthings that have gotten attention.

Things like, and again, everyone does require, but if you're only sendingout 10 emails a day, you can do something creativewith their brand, with their logo.

Maybe take a picture of it, of you holding their logo, whatever have you in the bodyof the email that's engaging.

It shows that you took thetime to research them andyou've gone ahead and just say, Hey, look at me overhere.

I'm holding your brand.

I'm actually actually took the time tosend you something personal versus just adding you to a list of 300 peoplethat are going to get the same email.

Yeah, I was actuallypitched by someone before, I think it was actually for the sh theshow and they were on the site doing, using a loom of you used that it's a, it allows you to capture the screenand your face at the same time.

So there are on the business of eCommercesite with them talking to me through this like video.

So it waslike, Oh this is actually like, this is really just likethey recorded just for me.

It wasn't like a thing theyrecorded.

I mean maybe, I don't know some otherchild's they were talking to, but it really was and they were talkingand I don't know why they were on the side.

It actually didn'treally make any sense, but you could see from the phone, but at least you could see from thethumbnail that they were on the site.

So you're like, I have to click thisnow.

And then clearly there's a person, so I have to absolutely at least seewhat they're going to say.

Right.

So something like thatreally grabs my attention.

I know be on the receiving end of this.

Yeah.

Showcasing that it is somethingpersonal that they're not pretty much, we will probably get those emails wherepeople massively failed at those bulk sending where you see thebrackets off, Hey, first name, we all see them when theyjust screw up really bad.

That's what we're used tosaying.

If you want to, any publisher is used to seeingthose type of emails be different.

Take that for a time to bethe more personal, you know, maybe acknowledgedsomething on the website.

If you find an error on their website, that's always a win.

They say, Hey, you have this error on yourside.

I was browsing looking, trying to get an idea of the audience, their personality that youmight have in your site.

Here's something I noticed what youmight want to fix ASAP.

That's one of, even if for example, I don't have analternative motive.

If I'm on a website, I might just email them, Hey, notice issue to go by.

I actually had someone, I'll just, I have some goodexample of this has a publisher.

Someone sent me a screenshot of him givinga five star rating in iTunes for the show and talking and they were kind ofpitching something and I was saying, Oh, it's actually a pretty clever, it was like literallyiTunes and I could see them.

And then most was on likethe submit button and theywrote this big rate and you know, you get a little notificationfor value and you kind of saw that.

And it wasn't like, it waslike, Oh, I already read, I already read yours and like I willrate you if you do that.

So it was like, Hey, I gave you a five starrating, I listen to this episode.

And they cited a bunch a quarter, a bunch of things.

It's like, Oh, they really did their research.

Right.

So you'll read through the whole pitcheven though it's like long winded.

But now I read through it.

Have you ever heard of the book byRobert Cialdini? Influence? Yes.

That's a great, yeah.

Talk.

So that's where, yeah, they're pretty much falling into thelaws of reciprocation.

You know, Hey, I did this for you, I scratched yourback.

Can you come and scratch mine, which enhances the probabilityof them getting a great response.

Great book recommendation for anybodythat's in marketing or conversion or just trying to understand the human psychology.

But that's where the power and the lawof reciprocation and it's an exchange of value.

That's really what they did.

Yeah.

Yeah, they definitely, and when someone does that, you feel almost required to give atleast give them some attention back.

They gave you attention, so you'regoing to give them attention back verse, you know that like, Hey, bracket first name.

You know, they didn't give you anyattention.

You just, you get it.

So you feel like you don't owe themanything because they didn't give you anything rally.

So yeah, I definitely, you can feel that being on thereceiving end of this, any of the, other than just likewritten content.

Like, let's say I'm sitting here listeningand I'm saying, you know what, I'm, I'm an awful writer, or I just don'tlike, some people just don't like this.

Is there, I remember like a few years ago, infographics were like this thing thateveryone was producing and then everyone got kinda bored of them.

Is that, or maybe they didn't, I don't know.

But is that still a thing or are thereother non written pieces of content people still use? Yeah, I thought it kind of faded awaykind of like you that it was an old school thing, but I actually have a few colleagues thatare still killing it with infographics for getting links back.

And maybe it's because it kind of dieddown a little bit over the years that it's not so hot anymore, but it's not something that I reallydelve into as well as a marketing tactic.

But I do know people that are stillusing infographics with a lot of success.

To my own surprise or I've, I saidbullshit on you and your your links.

And they showed us males like town andso they've pretty much fine tuned it over the years when it was hot and are stillhaving success with it.

Why stop it? Other things that arerelated aside from content.

Of course there's always sponsorshipopportunities and you run the risk of getting a sponsor link ora no follow link of course.

But content really is King.

You know how, so from an SEO standpoint, we use content to create themedic relevancy of a page.

So when Google comes in, they understand what a page isabout just by reading the content, without the content, thepage title, meta information, they simply won't know what a page isabout.

So that's really used content.

And for a site to link toyou, what would be natural? Are they citing your piece of content?And I was, are we sourced for statistics? Are they linking out to it? Because there was a great product andour product pages don't need to have a couple of hundred words of contentthat's just really losing the conversion aspect.

But that would be the other alternativedifferent in commerce site is if you have a product page that's aimingto get links.

Anything else? Videos, rich media still work great.

You mentioned infographics slashimages, you know that can be again, another tool if you market it rightand create that differentiation.

We still see, I still see a lot of, I created this awesome graphic you shouldlink to it on this page, on your site.

That probably won't work aswell.

But videos is a good one.

I think that a lot of eCommercecompanies aren't utilizing, to be honest with you.

People want to see a face and I thinka lot of eCommerce clients aren't necessarily their about us.

Pagetalks about the company as a whole, which is great, but people want to see a face to thename and they want to hear a great story.

Nope, Nope.

No one loves more thana great entrepreneurial story.

Create a face to the name but a video, have a video, just introducing yourself, showing off your products, having weekly video series where youshow something new or gift value.

It could be on a blog post and a videoand then the content can essentially be a transcript of the video cause you don'treally need you to work very hard to do both creating unique content butpeople can link to that video, that video page that'shosted on your website.

Yup.

Is that something that you could get, so you would try to share the video thoughor are you just talking about hosting and kind of just giving likeabout us and that sort of thing? What would you actually use the video? You can just host it on YouTube and thenjust embed it embedded on your website.

There's also a lot of other players thatyou can embed on your site if you want a different type of look where maybeYouTube might not be appropriate.

And then from a content standpoint, yeahyou can make it as a blog post and say, Hey men mentioned you.

If youmentioned a company for example, as a great example thatmight be a thought leader.

I mentioned that a video saying, Hey you mentioned you in this video, would your social followers like that? And then if they share the video to theirfollowing is a decent chance that that following that's readingit might link to it.

So while social media doesn't havea direct correlation into SEO, it could have an indirect correlationinto SEO if somebody does see it and thinks to it.

That's one tactic that I've seenwork very well saying for example, this company and that product so andso was absolutely killing it with this market.

More thought leadership content, but then you reached out to them and say, Hey, you were mentioned just one idea.

Yeah.

Cause if the brand, if alarger brand mentions you kind of, even though on social rights, so socialdoesn't do anything for SEO link juice, but it does make you more credible fornow the hundreds of thousands of tens of thousands folks that have seen that.

And like you said, they might actually, some one of them might actuallybe a publisher.

Yeah, exactly.

A lot of these editors arejust looking for content.

A lot of these social media managersthat might be working for these publications are out of continents.

Yes.

I know a lot of big companies thatpublish three or 400 content pieces a day, but if there might be lookingfor something differentthat they're mentioned, that might be a littlebit low success rate, you probably won't be ableto get something securedif they are publishing that much content.

But you know, you even check out the socialmedia feeds how often are posting.

Maybe they just need something newto post that's not super promotional.

We're just saying, Hey we were mentioning this or checkout so-and-so's review of this in, or whatever it might be.

I think you canget a little bit creative.

Very cool.

I'm just brainstorming rightnow.

Yeah, no, these are, and I feel like some of this is good, right? Where it's just news.

It's just, it's just new stuff, right?Cause you started, if you read, sometimes you efficientthrough blog posts, you start reading it and youhit this tactic and you re, and then you kind of feel like, ah, it feels, I've heard this far.

You scroll up to the top, you're like, Oh, it's 2012 that you're like, ah, okay, now, now I see why I've seen this before.

So just kind of this conversation, it's, and like I said at the verybeginning, it's just like evolving things.

You need to, you need to be either, they get a lot of information frompodcasts also just because folks like yourself, they do the research and thenyou can kind of just listen in hair.

Oh, so this is where things are and youknow, the current year and not just, you know, this old stuff from long agothat probably isn't working anymore.

So super helpful.

I love thedifferent brain Somo tactics.

Been a big help app and thenjust getting creative.

I think.

I know that even in this conversation, I've had some ideas that I'm going to bewriting down right after this call and I don't know if someoneelse has done it before.

I don't know if it'swritten in the format, but it might be something that would beworthy of us trying internally here in the form of videos.

Allright.

Well you have to, you're going to have to try that andwe'll have it back on the show and talk about that and find out.

So if people want to kind offollow you check out the agency, what can they do that they can findme at break the web agency, LinkedIn, Jason berkowitz.

com or justGoogling my name.

Awesome.

Jason, it was great having you on.

Thanks a lot.

Thank you so much.

.