1. Hi, we’re here with Eugene Oprea. Hi, Eugene, how you doing?
I’m doing fine, thank you. I’m partly working for Social Media Examiner and I also have a business and doing side projects for other clients and I also have my own products.
2. So tell us about how you do the SEO for Social Media Examiner.
Okay. For Social Media Examiner, I’m part of the editorial team and before they publish the article, I review them and I make sure that they are optimized for search engines, like I’m picking a keyword that I want Google to find that article for and then I’m making sure that the article is optimized for that keyword, like adding the meta description, the meta tags, and the WordPress tags.
3. You were talking about how you research the pay per click and then you do what?
Yeah, yeah, so when I decide what keyword I should choose for, I’m using a tool called Google Keyword Planner, and that is taking data from Google Adwords, from paid advertising, so you just enter a bunch of keywords and then you get like suggestions for other keywords that people are searching for, similar with the one that you entered. I’m trying to find the sweet spot between a good search volume, like people searching a lot, like a lot of people searching for that keyword and the competition to be lower because the more people are bidding for a specific keyword, the higher the competition will be, so I’m looking for a low competition, a high search volume, and another thing, it will be the cost per click. Like if you have a lot of people bidding for a keyword, the cost per click will go up and that will mean that those people will convert better, like they will turn up into email subscribers or they will buy something from you, like faster than other people.
4. Just to make sure we’re on the same page, you’re doing organic, correct?
Yeah, organic, but I’m using advertising from Google Adwords.
5. That’s the fast line for you, you’re doing organic, but you’re using the pay per click to do your research?
Yeah, exactly, yeah. Google has this free tool that will give you insights about the keywords that you want to research. Once I find the sweet spot, like a keyword that has a high search volume, a low competition, and the high cost per click, I’m then starting to optimize the article, making sure that the article is in the title, in the URL, it’s browsed up in the article a couple of times.
6. So you want the keyword in the URL, in the title, and how many times do you want the keyword in the article?
Well, it depends, you don’t want it to look too spammy, it just needs to feel natural. Like when you read it, if the article is about Facebook marketing, you will naturally talk about Facebook marketing, you’ll have it a couple of times there without any effort, like without doing anything special.
7. You have your long-tail keywords or Something else?
Yeah, well, I try to not be like a really long-tail keyword, but not also like a broad keyword, like one word or two words, because those keywords have a high competition and it’s difficult to rank for.
8. Okay. So how long does this process take you for each article?
Well, let’s say it depends on the length of the article, but it’s usually about one hour because I also have to read the article to understand what the article is about and make sure that I find the proper keyword and then start optimize, like do the optimization stuff. Also on the optimization, you need to make sure that you have a unique meta description that will show up in Google, like just below the title, the URL, so you want to have that and to be unique because people, when they are seeing the results, you want them to click through that link because you’ll have the results and if you don’t stand out with that meta description, they’ll not click, even if you’re on the first position, they’ll just look for something else that is better.
9. So what you put in the meta description, is that in the article itself or is it something different?
Well, it can be in the article, but it should be somehow unique and slightly different than what you have in the article.
10. I see, so you shouldn’t just copy something from the article and put it in the meta description?
No. No, no.
11. That’s a mistake a lot of people make, I think.
12. Okay. So try to make the meta description unique, similar and in the same subject, but unique?
Yeah, unique, unique.
13. Well, we’re trying to rank in Google, that’s what everyone is trying to do, right?
Yeah, yeah. What else you should do, especially if you have like an established website, you should try to link articles between them, even if you just go back with old articles and make sure that they have links to the new articles and from the new ones to the old ones. Because let’s say if you have an old article that is established and it has like external links from other people, you can draw that juice to your new articles and make them, boost their rankings. Again, with the new ones, if you link to the old articles, Google will just discover them again, it will go back, it will index them again and it will see them like better.
14. Wow, okay, those are great, great tips. Any other tips you can give us?
Well, what else…you should try to freshen up the contents, so let’s say if you have a page or an article ranking, I don’t know, number seven or nine or ten, just go back on that article, rewrite the article, especially if it’s evergreen content, you should be able to add new tips to that article, make it newer so Google can come back and index again the article and see that it’s fresh and the rankings will just boost.
15. Wow, these are all great tips, this has been fantastic. Anything else you can tell us? My viewers are soaking this stuff up, trust me. What else can you tell us?
What else? You should network with people because if you create relationships, you don’t have to go and ask people for links, you just, if you know people, they will just link to you, especially if you have good content. This is another thing with SEO, you don’t have to do like, to struggle too much, all you need to do is just have good content and do it like naturally, don’t try too hard. If you try too hard, Google will see that and it will just treat your website like a spammy website.
16. Tell us about your company now.
My company, first I blog, I have a blog, it’s EugeneOprea.com, and then I have articles about SEO. I have articles on SEO, analytics and WordPress because I’m writing for entrepreneurs and they have a website and if they have a website, they’ll need a platform like WordPress to publish content on it. They’ll need to drive traffic and one of the methods is through SEO. Once they have the traffic, they’ll need to convert it and I also have conversion optimization tips on the blog and analyze the results. Like analyze the results and try to improve them, doing tests, like A-B testing, so they can get more email subscribers, more sales.
17. I think so many people get people to the site and then drop the ball with conversion. Tell us some good conversion tips.
Well, with conversion, first of all, you need to have like really good headlines, so you can draw attention and because you have like five seconds to make someone interested in you, so if you blew up those five seconds, people just go away. You need to have a good intro, being it a landing page or an article that you want to optimize. One mistake that people are doing, they have like the call to actions, they use the same colors like the website. So if my main color on my website is orange, I don’t want the call to action, like the buttons, to be orange. I want them to be maybe red or blue or anything that will stand out from the rest of the website. Again, with conversion optimization, you don’t need to try to hard, everything needs to come naturally. Why should you have a button in the same color with the website? People will not see it.
Watch the video interview with Eugen Oprea at Social Media Marketing World 2014