Jesse Dolan: Welcome back to Local SEO Tactics, where we bring you tips and tricks to get found online. I’m your
host, Jesse Dolan, coming at you here at the end of the year. This is a wrap on 2023. This is our top five
episodes of the year. This is always fun. We get to look back on the most popular episodes of the year, do
some projection in the analytics what’s a more recent episode, right, that’s popular and project, really pick
and curate the top five episodes of the year. I think you’re going to like this. There’s some interesting stuff
we’re going to talk about reviews, gvps, some good interview snippets and, yeah, I think it’s going to be a
good recap of the year and set in the stage of as we look forward into 2024. Special thanks to all of you
out there in the audience listening, subscribing, sharing, leaving reviews, giving us that feedback that we
asked for. Let us know that the show is working and that you appreciate it for all the questions and the
commentary that comes in to give us ideas for episodes or questions to answer for episodes, questions for
people that we interview, just everything. We really appreciate your feedback, your support, and we’re
looking forward to another year in 2024, of writing this show and this platform for all of us really to learn
and continue to grow. So thanks, we really do appreciate it.
This is going to be a fun episode, mainly because Bob and Sue are not here and I get to do a couple of
things without asking any permission from them. So first thing we’re going to do here is we’re going to
enjoy a little drink. It is 3.15 central time not too early at all on a Thursday between Christmas and New
Year’s, if you catch my drift. Just kidding, not kidding. Here we go. This is Old Forester. Anybody who’s
been listening for a while knows that I’m definitely a fan of bourbon here and I’m going to be drinking an
Old Forester 1910 Old, fine Whiskey. This is effectively a double barreled whiskey off their Whiskey
Rose series. Anything Old Forester puts out is fantastic. This is one of my favorites. 93 proof Go, all
right. So you don’t have to follow along, but if you are so inclined, pull yourself a glass or a cup of
whatever your favorite beverage is, hot or cold, and let’s get into it. So cheers, hmm, fantastic, even at
3.15. All right, so that’s one thing I get to do to have a little fun today without Bob and Sue.
The second is I’m going to leak out a little bit of information here ahead of time. So anybody who’s been paying
attention to the show listened for a while knows that a couple years ago we teased some courses we were
going to launch. That hasn’t fully come to fruition, mainly because of the production we’re trying to do
and an idea that we’re going to be able to do and everything else, but also it just never really met what we
were trying to produce for our audience and kind of the target we were trying to hit. There’s a ton of
courses out there and we just don’t want to do the same thing. So we’re kind of taking a little pivot here
and this is going to be launched as our Boost SEO program and it’s kind of a hybrid. There’s going to be
some course material, some videos and some checklists and a lot of things that you’re going to need to
engage and roll out SEO on your business, but also you’re going to have the support of our SEO team
behind you. We’re here to do a lot of the heavy lifting and would there be some audits using some of our
power tools quote, unquote that we have subscriptions and resources to that you probably wouldn’t be
able to afford otherwise, and just the coaching, consultation and mentorship that comes with being an
SEO professional, right?
So if you’re interested in learning more about that, go to localseotactics.com slash boost. Right now.
There’s nothing to sign up for from a money standpoint, right? We just want to see if there’s interest out
there, if anybody’s looking for some support in this kind of a scenario. This will be launched in January
2024. You’ll find more information here in the future, but for now, for this episode, we just have a quick
landing page localesiotactcom slash boost. Let us know if you’re interested, we’ll put you on the list and
we’ll reach out. Anybody who does sign up through this list. We got some little freebies. We’re going to
be given as part of this, some little special bonuses for the early adopters and the people who want to
jump on board. So, yeah, if this is up your alley, we’d love to help you out and finally launch this and get
on the journey with you. Localseotactics.com slash boost. All right.
So one final shot out here to all the collaborators, people that came on for interviews and behind the
scenes for this kind of a year-end wrap, right? Let’s give a couple of acknowledgements. We had a lot of
great interviews this year On the show. We had Elizabeth Samuels, john Mettoly, brian and Nikki Hine,
billy Stopler Stolper sorry, billy, god I always want to say Stopler, billy Stolper Pete Kleinjohn, michael
Rayburn, nicole Sherry Hess, kyle Roof, victor Perez and, of course, members of our interest team, bob
Sue, taylor and TJ all on here for appearances on various topics, and the show really wouldn’t be what it is
without the support from that broadcast. So if you’ve got questions, if you want to be a guest for an
interview or if you have a suggestion of somebody to interview, anything like that, always reach out to us.
Localesiotacticscom. Go down to the bottom of the screen, click on the button for submitting a question
and we’d love to hear your feedback right there.
So, without further ado, let’s jump into the first episode here, number five on our list. These are really in
no particular order, just the top five generally speaking. This was episode 190. And here we’re talking
about using chatGPT to create content, craft a page. This was back in April when this episode dropped,
when chatGPT was very hyped, a lot of buzz around it, and rightly so, and this is kind of our early
impressions on breaking down. Can it be useful? How would you use it? Maybe things to avoid Bottom
line. Yeah, you can use chatGPT and AI for your website and SEO, but you shouldn’t trust 100%. Check
this out. Here’s a great snippet from episode 190.
And a lot of people are out there using it right now. I’m sure anybody listening or watching can do a
Google search and just find some AI automation, seo type recipes, tools, connectors, things like that and
in that sense it’d be kind of a push button solution where you identify a page, what keyword on the page
right Now, create the content for me, tell me where to put that content on the page. You could really have
AI make all these decisions for you. In our mind, in our use so far, in our recipe. That’s not effective. Not
saying it can’t be.
We’ve talked to in other episodes about depending on your market, like your geographic market, I should
say, depending on the product or service keywords you’re going after, your brand. That’s gonna kind of
dictate some of what you need to do for your own SEO campaign and your own SEO efforts and because
of that, right now we don’t think there’s any AI that’s just straight away advanced enough to just push
button automate everything. It can do a lot of work for creators, for SEOs, but you still need, at this point
in time, at least here, what April 2023 time stamp? You still need a talented and competent human being
to be able to edit this content, to assess what we’re gonna do with this, where to put it. It’s definitely
making our job easier from a content creation standpoint, but I would say no, seo is not effective. Just
going straight away, seo broadly, just kind of set that answer aside. Now we have good, talented people,
good grammar, good English right, and they’re creative, that can do good writing.
But we found early that using AI like Jasper and now, in present terms, chat, gpt to help create and write
some of that content was a no-brainer for us. We definitely don’t just publish things that AI creates. We
have kind of turned our own personal talent and labor in the creative writing space to be more of editors
than creators, right, whether before, maybe we would job out a piece of creative writing, maybe
something on Fiverr, maybe something on whatever some kind of gig board, get a blog post created, get
an article created, whatever we would edit that and massage that and make sure that works for the client
project that we’re working on. Now we can use AI to help create that same thing, and in a lot of times it’s
just as good, if not better, than some of the mid to lower end gig jobs that we were paying people for.
That being said, we are not confident in just putting that stuff up on pages as is. We always wanna edit it.
We always wanna make sure it’s unique. We wanna make sure it’s accurate. When we work with clients,
we’re always very specific about what’s the intent of this page. What keywords are we going after? So we
definitely massage all of that and so, broadly there, I would say yes, in that sense, the way we use it, we
think AI is very useful for SEO. It’s very advantageous for SEO and can benefit your SEO. That being
said, I do wanna go through the weeds on a couple points here for what we think is maybe good ways and
bad ways to use it in some general best practices. Now, that being said, again, this is April 2023. We are
on the bleeding edge of this AI revolution of using chat, gpt and everything else. Right so all right. I hope
you enjoyed that one here.
Next number two on our top five is episode number 207. This was a great interview did with Victor
Perez. Victor is super intelligent. Had a lot of great SEO nuggets to share and in this particular snippet
here, we’re talking about reviews on your GBP and other strong signals related to your GBP and how
important that is for SEO. Check it out.
Oh yeah, I love talking reviews, just cause I mean, it’s those user
generated signals. Right, it’s like real stuff. It’s not us search marketers coming up with a clever keyword
phrase or a backlink trick right? This is another human being vouching for the business and giving real
signals, real proof that it’s legitimate and trusted. And, yeah, google would be silly not to put a lot of
weight on those types of factors.
Victor Perez: I think the other advice I’d put on top of that is yeah, invest into it. Incentivize your internal staff to be
getting the reviews. Make a game out of it. Make the bonus structure based upon reviews, but investing
into it and paying more so for the better reviews, like if somebody puts a video in there and full text,
paying somebody way more for that than not. And when I say pay, I do mean internal staff, not the end
Jesse Dolan: Right, that’s definitely get into some Google guideline issues there. Right, you’re paying for reviews or
incentivizing those reviews. But yeah, we always recommend that same tactic Get your team on board,
because you know what. It’s not easy to confront somebody and ask for review either. Like, there needs to
be coaching and training there. That’s not a space that most of us are usually comfortable in and it takes
some prodding and like use it, some game-ifying, some goals, some rewards to do it. But as an owner or
marketing manager, whatever your position is to influence and getting those reviews, man, time and
money well spent, because those real world signals are just hard to replicate for the traction and the juice
that you get.
Victor Perez: And you can move them with you. I know a guy that was doing. He has a towing business. He came from
Kansas all the way down here to South Florida. He moved his GDP. He just updated the address. He
brought it all the way over and immediately was just ranking here and just getting business here.
Jesse Dolan: Which you know makes a ton of sense. He should. So it’s still the same guy, still the same business. So
that’s an excellent tip and just reinforcement always stay on those reviews all day, every day, for you. Any
other tidbits you wanna drop, victor, while we’re at it?
Victor Perez: The other side to it, I think I guess the other side to people asking me. So yeah, so a lot of people other
marketers or even just end clients will ask like what do we do with us? Just GBP specific? I think the big
thing when you get that question is to kind of come to them and see if maybe they have outdated info.
And, like I said before, marketers have outdated info sometimes and the business owners themselves for
sure will have outdated info, cause if they’re just going to Google and searching stuff up, they’re just
gonna find like the, the whole, the generic people that rank their stuff up there that aren’t exactly up to
So, as far as what you can do, I think you need to address the fact that it’s not so divided anymore,
because before you could spin up all these little extra properties or additional citations to influence just
the GBP, nowadays you have to look into what kind of traffic are you getting on the site, because you
kind of work your way backwards who’s ranking the best in the maps and now check out their domain
what kind of traffic do they get? Most of the times the way it works is, let’s say, if you are the top ranking
with the widest radius for DUI queries. It’s because you’re ranking for people that search articles for what
happens first time DUI? What happens on my second DUI? Third, what happens if this happened with the
breathalyzer? It’s people that have traffic for all of those queries that are dominating. And oh, there’s
people over here trying to spin up citations endlessly when they just got to look at the website and what
they’re bringing in traffic for, what they’re authoritative for.
Now, all of a sudden, what does that mean? It means you might have closed down a client on a contract
for just maps rankings, where now you have to take responsibility of the website, the content and the links
that are getting pointed to it, which are way more expensive. And now you need to have a web team. You
need to know how to work WordPress, you need to know minimal levels of HTML CSS, you need to
know how to work the web builders, unless you’re building it fresh. If you’re building it fresh, you need
devs, so on and so forth, and it gets really expensive very fast for all the big niches.
Jesse Dolan: You know, and you’re leaning there towards something that I love talking about, particularly to clients, is
we still need you, right? Like we’re an SEO firm, we’re gonna do all this magic for you. Don’t do that
yourself, like, just let the experts be the experts in this area, because there’s a ton to learn, there’s a ton to
stay on top of. We’ll do that. You be an expert in your business and we’re gonna need your expertise
because, to your point, victor, like you’re just saying these different articles on, like what happens when,
this, what to do, if that these are questions, I’m sorry, these are answers that your SEO is probably can’t
answer and, like no offense to you, like a great creative writer, professional writer too, you still need to
have the knowledge base or the expertise.
Right, and who better than the great five-star thriving business that does this every day? Right? So if they
want to participate in the SEO and in the web stuff, right, give us this information. We’ll tell you what
kind of articles or what kind of questions or what kind of things are needed outside of just you know, dui
lawyer near me, right? Because we had to build a knowledge base to make you the most prominent expert
in your area for this topic, even if you just want to show up in the maps like you’re saying, right, that’s
doesn’t really matter anymore, that you can just manipulate a thing. Google’s getting more sophisticated
and really, at the end of the day, we all have to remember their jobs, quality control, they want to make
sure the best results are at the top. All these things just logically make sense to who is the best result,
right? Who’s giving the best answers? Who’s got the widest scope? All these things matter so oh.
Victor Perez: And even social media. Last thing I’ll throw in there social media is getting more weight. So, if you
haven’t already checked, I do look at SERPs a lot for the really competitive areas. There’s certain law
firms that will pop up a little bit extra higher than they should because they’re getting a lot of traction
Over different mediums like take talk, twitter, youtube videos, and that has more weight nowadays. So it’s
like, oh, wow, you need somebody to hold on or be responsible for that too. Like, yeah, there’s a lot
Jesse Dolan: Yeah, that’s a great tip. All right, I hope you enjoyed that. That was a great talk with Victor, looking
forward to having him on again to talk about some other topics and yeah, I think everybody learned a lot
from that episode with Victor and I hope you did as well. Let’s have a little sip here of our bourbon. I
don’t know if it’s time for you to have a little sip. It definitely time for me, all right, so next up here,
number three, we have episode 182, and this was a good episode here about Not directly just for SEO
benefits, but you know how to repurpose content.
A good website content, blog content, maybe a service or a product page that you that you do crafted and
designed, but having a content calendar right, producing regular content for your marketing and then
making sure you’re repurposing that. There is nothing wrong with taking the same content or story or blog
article that goes in your website, repurposing it for your Google my Business, repurposing it for social
media and just kind of spinning it in different ways, right, whether it’s the, the artwork and the graphics
you’re using, the actual text, story headlines. Man, once you create a good piece of content, you’re gonna
leverage that across all your platforms. These definitely make a difference for the actual platforms
themselves right for their own algorithms and search, but also, the more you get yourself out there, the
more you’re gonna be A searched as a brand and that’s a great great thing for your SEO. If you can start
getting brand searches For your business and for your company not just the keyword right and niche type
Searches being those brand searches it’s huge. This is a great way to repurpose content and hopefully spur
some of those brand searches. Check it out.
One of the secret, kind of hidden spots for this is Come through social media. So a lot of times,
companies won’t invest in the social media because you feel like you have to create content specifically
for it. But if you’re acting in an efficient way, like we’re talking about here, you can just trickle out some
of this content to social media without a lot of extra effort. And If you find that you’re not getting a lot of
likes or shares or engagements in your content through, let’s just say, facebook, right through their
analytics, don’t be dismayed how often of you, as a user of Facebook, scrolled through content. Maybe it’s
one of your favorite brands or an influencer or Something that you’re following that you that you like and
are passionate about and support. Maybe I’ve even patronized before, but that doesn’t mean you’re gonna
like everything Right that that person or that brand puts out and doesn’t mean you’re gonna share that
So when we as marker to get too caught up in those analytics, we don’t understand that some of this might
just be commercials, right like on the radio or TV, and we view social media like that in a lot of ways. It’s
getting your message out there. And if getting your message out there is cheap and efficient for you and
you’re repurposing a lot of your other content, people are gonna see that in their feeds. Although you may
not be able to see the stats to back it up. Things are happening in a perfect world. If things are happening
in a good way for you, what’s gonna happen is people are gonna see that content even though they’re not
engaging with it, and you can’t Kind of get the analytics that they’re seeing it. They’re gonna see that
content and what they’re gonna do is they’re gonna go out to Google and they’re gonna do some searches.
Best case scenario for you is they do some kind of a brand search with a product or service that you’re
trying to get Recognition for or ranking for right. So if it was Jesse Dolan and red balloons, right? If on
my social media feeds people are seeing stuff about red balloons and they’re associating with me because
it’s my feed, they start doing Google searches for Jesse Dolan, red balloons, google is going to start to
associate Jesse Dolan as an entity with Red Balloons as an entity, and that’s great. So, if nothing else,
My point here is leverage that content, put it on multiple platforms, be sophisticated in what you’re doing,
pay attention to your calendar and keep putting out that content. The more you do that, you’re going to
pump this flywheel. Not all of it is measured, but measure the heck out of everything you can measure,
but even the things that fall between the cracks, it’s still going to be great for you if you’re not spending
energy and budget money and budget time to these silos individually, but instead if you’re doing it
coordinated. This is a much more efficient way to go about it and it’s okay, right? If some of these stats
don’t show up for you, you don’t have to be guided by them, because that’s really just another click or two,
you know, maybe a few more minutes to put that on social. So sorry to get a little bit long-winded on the
social portion of that there, but for us, if you’re running this model, it becomes efficient and scalable for
you to leverage content in this way across multiple platforms, whereas before you may have looked at
them in their individual silos and then chosen what you do or don’t put your time and money towards
based off those priorities. Instead, if you think about putting the same content out to multiple platforms
and being more coordinated, you’re going to find you’re able to produce more content. You’re going to
produce better content and it’s going to be working and much more efficient for you. And, at the end of
the day, the reason all this is important is because, as we move forward, helpful content, insightful content
and the content that matches the intent of what people are searching for is going to rank highest in Google
and is going to be the most sticky stuff, right, so people are going to stay on and those brands are going to
be the ones that are going to win. So you need to do more content. You need to do content in all the
fractal areas that people are engaging with you and if you need to be there, if you need to be doing that,
well, guess what? Some efficiency is going to help you out. So there you go. Hopefully that helps.
Not a direct local SEO episode here today, but something that is important for your business and, over the
course of time and doing this the right way, it definitely will impact your SEO and your brand largely in
all of these areas. Hey everyone, just a quick message about our free SEO audit tool on local SEO
tacticscom. We’ll get right back to the show. If you haven’t taken advantage of it yet, go on out to local
SEO tacticscom, slash free SEO audit or look for the yellow button up in the top right corner. Click that
and it’s going to take just a couple of seconds.
You enter in the page that you want to optimize what you’re looking for the audit to score against entering
that page, entering the keyword you’re looking to get optimized for and entering your email address. Click
the button and it’s going to take a few seconds, and then it’s going to send you off a PDF report via email.
It’s a great report. It’s going to kind of give you an overall score of some vital SEO areas for that page and
for your website at large, even though it’s auditing this page. That’s going to tell you some of the good
things that are happening, some of the bad things that are happening to, and give you basically a checklist
of some things that you need to show up and what you can do to improve your SEO for that page, for that
keyword that you’re auditing. Now you can use this as many times as you want. You can do multiple
keywords, multiple pages, multiple keywords on the same page. You can even use this to check against
your competitors, right, if you want to do a little reverse engineering, see how they’re scoring for a certain
keyword, what they may be doing good, that you’re not, and some things to improve there. So lots of
different ways to use it completely free. Again, go on to localseotacticscom slash free SEO audit, or look
for the yellow button in the top right corner of the website, all right up next on our top five, episode four
this is episode 187.
And this is an episode Bob Sue and myself did and we were talking about. You know, is it good or is it
okay to have clusters of reviews on your GBP profile? You know, or do you want to kind of drip them out
steadily here? We kind of dive into that. There’s really no right or wrong answer as long as you seem like
a real business right. Sometimes there’s events where you might get a lot of reviews. I wouldn’t say you
just want to only do one or the other. But, yeah, we dive in some do’s and don’ts and some great tips about
getting reviews and why they’re so important for your profile and broadly for your SEO. And, yeah, check
it out here, episode 187.
I think, to start off, though, first is the best way to get reviews right. First and foremost, we want to see
reviews continually and, bob, I know we’ve talked again extensively about getting reviews. You know,
asking people in person, automated software solution, things like that and I want to tell everybody you
know the best case scenario for you is to just constantly get reviews for your Google business profile
right. I mean, anywhere you’re getting reviews is great. I think we’re talking 80% of our energy or more
here is on the GBP. You need to get reviews. It’s good for Google. You know they see steady engagement
from the users, not from you as a business owner, right, or the marketing person, but from the actual
customers and prospects out there. If you’re getting reviews on your business continually, you know
whether it’s a slow drip or if you get 10 a day. Whatever it is. It’s a great pattern. It shows continual
engagement from human beings out there great signals for Google.
We know about getting reviews. If you’re getting photos or people are talking about the services and the
products in those reviews, that’s great for your SEO as well. And there’s another hidden layer there, I
think, which is worth underlining for people why it’s important to keep getting reviews on a steady basis.
Bob, we are chatting as a business owner and running businesses. It’s hard to get your employees and
your team members right, motivated, trained in and kind of in that process of asking for reviews in
person. And we know of all the ways to get reviews. We’re big proponents of software to automate it, but
you’re going to get the most reviews from asking human being to human being and if you’re not
constantly doing that, if you’re starting and stopping that or things like that, it’s hard to get traction there
right and get people reengaged and get that thing off the ground. Do you want to comment at all, bob?
Bob: And I think what I’d like to do is defer to you on some of the strategic. So I mean, the question was one of
the questions was that bundle piece? I mean, is that something that I mean? Do you have any further
thoughts on that? As far as getting you know, we’re talking like trade shows and stuff, because what I’d
like to cover is, towards the end, is somewhat of a cultural and psychological deal, and just ask, actually
bounce questions off you to, to see if you, the thing along the same lines, are differently on this topic,
because it just seems to be to me it just seems to be an absolute chore to get the business owner to really
drive this. You know what I mean. So, if you can, if I can, defer to you on some of that strategic piece and
turn that strategic the technical, you know, on the review, volumes and things like that. I mean, what are
their do’s and don’ts there? What are your thoughts?
Jesse Dolan: Yeah, 100% makes sense to me the, the bot, the algorithm, you know the machine, the AI that is Google.
It’s going to look for things that are unnatural, right? So if you’ve never gotten any reviews and suddenly
you get 300 in three days and then you don’t get any more reviews, you’re going to be asking for for some
scrutiny, right? You’re going to be asking to get audited. Just any any scenario. That looks a little fishy.
So I don’t think there’s an actual number here for everybody that we can quantify, or even a percentage. If
there is, I’m unaware of it. We’ve never found it in our research and whatever. Maybe it’s out there, but
whenever you have a big spike in reviews for Google, it looks unnatural. You’re going to maybe get
audited. Maybe some of those reviews are going to get stuck in purgatory, definitely. Since COVID,
we’ve all seen things happen with reviews as far as how long they take to post, maybe some scrutiny not
getting posted. So a lot of services out there where you can buy reviews. There’s fake reviews. So this
whole process of Google monitoring your reviews, monitoring the spikes in reviews, where they came
from, are they applicable to your business, is not new or mysterious. It does happen. So I think there are
some situations where this will happen naturally. Maybe you’re attending a trade show, maybe you have a
huge product launch, a huge sale. You know, whatever it is, you’re going to have spikes that go up and
down on the volume of reviews, but when it’s complete, you know feast or famine. I think things like that
are going to be huge red flags for people, especially if they’re the pattern of the reviews, not just in
volume, but where you’re getting them, who you’re getting them from, is different as well. If you’re
usually getting them all local, within whatever 10 miles, whatever your service area is, by night, you’re
getting them all across the country or from other countries. You know things that look towards
manipulation, look like you’re buying reviews or some things like that. So those are some scenarios right,
where you’re going to get huge spikes in reviews or larger spikes in reviews outside of your normal.
If you’re getting reviews, you know kind of a constant drip and you’re getting those spikes, I don’t think
there’s anything to worry about. If you are wanting to know, should you be worried right? Is there a
problem? Are you doing things that are looking unnatural? Basically, if people are posting reviews and
they’re showing up on Google, everything’s fine If you’re starting to get more and more reviews but you’re
getting a lot of feedback that they’re being held in purgatory, they’re not showing, they’re not posting, or
you’re seeing reviews show up and then come down two days later.
Those are some signs that I’d start to worry that either you have some kind of increased scrutiny or the
sources for those reviews are being kind of sketchy. You know, whatever it is, a good rule of thumb is if
you’re getting reviews and they’re posting and everything’s looking good, then you’re fine. Any
disruptions you’re seeing speaking of Google here then that’s definitely something you’re going to want to
maybe look at your practices. All that said and done, bob, like we were just talking earlier, getting
reviews on a regular, ongoing baseness as a business, right, running a good business, getting reviews this
will even out all of the spikes right, all the peaks in the valley. As long as you’re doing that continually.
Bob: Yeah, and so I mean you know, if I can jump in on the cultural piece of just in, maybe the psychology of
the business owner, right, sue, you meet with a lot of customers, a lot of clients we have, and you discuss
this with them, right, which ones tend to execute. You know the culture of review, if you will, and I mean
in which ones don’t? I mean is there any kind of? Are you seeing any correlation with any of that, like you
know which ones become yeah, I get it type of deal.
Sue: It’s a great question and my first thought is rarely do they do anything the first time we have the
Bob: Okay, so they’re human right.
Sue: Right, that’s right, and I think that they will try something and it’s it’s. They try something and it isn’t
consistent, and we have many conversations about this across the board.
Jesse Dolan: Right, all right, everyone, we are back with the final episode, number five. This is going to be episode
205. And this one I was joined by TJ of our team here at Intrycks, and we’re talking about pruning the
content of your website, making sure that your content is relevant to your niche or what you want. Your
the intention, if you will have your website to be what you’re known for. So, taking a look at your, your
content, taking a look at Google search console you know what is Google liking, what are they
recognizing for your content, what makes sense, and sometimes you can get a good SEO benefit and a
little lift in your rankings by pruning your content or maybe even reenergizing some older content.
A few different tips we go through here in this episode. If you’re needing a refresh on your poor, go ahead
and do that. Otherwise, let’s dive into it right here. Cheers to episode 205. So for us, I think we’re going to
start talking about search console. Do you want to start with telling everybody like, first, how do you look
and see what may need to be pruned or how to identify those pages?
TJ: Yeah for sure. So I think the first thing that I would suggest is to just go and look at your website and
pretend that you’re the user and you’ve arrived on your website and you’re just clicking around and trying
to understand what the purpose of the website is and how that the website can help you and what you’re
trying to find. Putting yourself in the user’s shoes is a great exercise, and you might be surprised to find
that things are not kind of matching up with what your expectations would be. Maybe there’s a link to a
page that doesn’t really make sense and it’s one of the main links on the page. If you’ve got a blog, and
you’ve got a lot of blog posts, look through your blog topics and try to find topics that don’t really fit with
what the rest of the website’s about. So that would be my first recommendation. Before looking into
Search Console or any other technical tools for these answers, just put yourself in the user’s shoes and
look at your website that way first.
Jesse Dolan: So that’s a tangible way of visually right, just check out your own website, kind of see what doesn’t fit or
maybe what’s out of date. Great advice, I know, for our show, local SEO Tactics North 200 episodes,
which is then 200 blog posts. There’s for sure going to be some of our earlier episodes right there that are
either outdated, maybe not relevant anymore. So for me the dots are kind of connected and just being able
to navigate your site. What about some more advanced we just mentioned, like Search Console? What are
some more advanced ways to peek under the hood outside of just clicking through your blog posts or your
site map, things like that?
TJ: Yeah, for sure. So Search Console. What I would recommend people look at is the page indexation report.
Often that’s going to have some hints of the pages that Google has already decided that they don’t think
has a lot of value to them, and I can actually share my screen and show, just so people know where to find
Jesse Dolan: While you’re pulling that up, I’ll mention everybody listening. If you’re checking us out on the podcast,
this is always on YouTube as well. Go to localesiotacticscom. You can click on the link for YouTube or
just search YouTube for localesiotactics. We should show up and you can watch all this in the video
version, and so what TJ is going to show, you’ll be able to follow along on screen with the examples.
TJ: OK. So, like I said, where I want to look for content that might not be effective on a website is in the page
indexing report in Google Search Console. So a lot of people who are familiar with Google Search
Console they’re probably looking in the performance section and seeing how many clicks their pages got.
That can be another good spot to look. But I want to point out the indexing report because I think less
people will be aware of what this report is going to give us and what we have. At the bottom of this and I
guess I should back up when you get to Google Search Console, there’s a sidebar on the left and then
there is a section for indexing and then underneath that is pages. So that’s where you want to click to get
to this report.
Jesse Dolan: If everybody watching and listening, we’re actually looking at our what is this? Localesiotactics that we’re
going to be showing here dot com for an actual, real live example. So we’re going to peek under the hood
at some of our own stuff. Like we were just referring to 200 and some episodes. Right, we got a lot of
content, so interesting to see what we find here as we’re digging through it too.
TJ: So the page indexing report is going to say which pages are indexed. We’ve got 230. Which pages are not
indexed? We’ve got 198. You can see it says eight reasons. So if you scroll down you see these are the
reasons why Google has chosen not to index pages on the site. So the most obvious one, excluded by no
index tag, that’s something we’ve decided to put on those pages to say, hey, we don’t want this page
showing up in search results.
Jesse Dolan: Which can be normal, right? I mean, you have content on your website you might want to block from that
or things like that, right? So shouldn’t be scared. If there’s pages that are not indexed, you’re going to point
out maybe some spots to look for sure, but having some pages in here for the right reasons is totally
TJ: For sure. One thing that I like to point out is alternate page with proper canonical tag. So this is going to
be pages that have a canonical tag that is pointing towards a different page. So that’s a way to specify to
Google that, hey, we know these two pages are the same. We’re going to put a duplicate, we’re going to
put a canonical tag pointing to the main version of this page, and then Google is going to know OK, I
don’t need to worry about this other page. You might need it for some reason, but Google does not need to
index both pages. There is an error or a reason that will show up on this list. That is not on our list here,
but it’s basically going to say something along the lines of different page with proper canonical tag and
Google chose it. So, just to recap, alternate page with proper canonical tag means that we have our
canonical tag set up. We know that there’s two similar pages and we’ve got the canonical tag specifying
which page is the main version of the page that Google should be indexing. If we did not have that set up
correctly, we would see a reason in here called duplicate, without user selected canonical. So that means
that Google is finding multiple versions of the same content and we have not specified which is the main
version, and oftentimes that means Google is going to not index one. They’re just going to choose
whichever they think is the best. We always want to be in control of the content that we want Google to
index In that report.
If you see it on your search console, that’s definitely a place to audit and look and see if there’s duplicate
content on your website and a good indication that it can be pruned or consolidated into a single page
Right on. A couple other areas of this report that I look at are crawled currently not indexed and
discovered currently not indexed. So if you click on any of these, you’ll get the list of actual URLs that
Google is flagging here and then you can see which pages they’re talking about. But again, these are all
pages that are not indexed.
Crawled means that Google is crawled, it’s found your page on your website and it just didn’t index it. So
sometimes these are newer pages. It hasn’t indexed it yet. It might still, but a lot of times it’s not
specifically saying it, but it’s an indication that these pages they don’t see any reason to put those pages
into Google search. So those can be areas where you need to either decide do I need these pages on my
website, can this content be consolidated elsewhere, or are they just pages I can get rid of?
Jesse Dolan: So, tj, that brings up a fork in the road. You’re talking about here how to identify content that would be
potentially pruned right, or kind of where to look to start giving this an assessment and maybe you’re
going to uncover a few things more. But I want to share a quick thought. There’s two options. Right, you
can prune the content, just delete it, get rid of it, which we’ll elaborate on. But then there’s also what
you’re just mentioning, like combining pages, right, or consolidating pages. Whether you knew you had
these duplicate-ish pages or for whatever the reason, if you’re going to consider pruning, one option is to
combine them, consolidate them, reinvigorate those pages. If Google’s not indexing a page but you think
it’s authoritative and needs to be out there, you don’t want to just delete that, you want to give us some
attention. We’re not going to talk about that today in this episode, but we do want to on a future episode.
So diving deeper into pages that need to be powered up, combined, right, so pruning content, but not just
deleting it, how to combine it. We’d like to dive into that, and TJ and I were talking right before we
started recording this episode. What would be a great way to go through that is to get you, the audience,
involved, kind of like we did on the Kyle Roof where. Submit your website. If you want us to go through
this, take a look at your data, take a look at your pages, make some recommendations on what needs to be
pruned, and then what needs to be pruned by combining and powering up some of your pages and your
content. We’d love to go through this with an example from a real life website from one of you out there.
So, if you’re interested in participating, if you want us to go through your website, if you have a larger
website, maybe an older website with a lot of content, if you’d like TJ and myself to walk through it and
talk about how to prune the content and help you with this, let us know.
Go to local SEOtactics,com. Go to this episode page for pruning content and on that page we’ll have a
link to be able to submit your site and in a future episode we’ll break that down and go through it and
we’ll talk with you about it ahead of time. So if you’re interested, please check that out. Local SEO
tacticscom. Go to this episode, submit your site and, yeah, we’ll talk about how to prune and improve
your content down the road. So that aside, tj, do you want to walk us through? So I guess first we should
pause. Is there any other tools that you would use to evaluate the content on your website, to decide what
is to be pruned, or at least on the chopping board, and, if not, maybe transition into why you’d want to do
this or how you’re going to do this, the next stages?
TJ: So yeah for sure, so without getting too technical. Website crawling tools is another area where you can
look to find content that might be right for the pick-in, and I don’t know if that actually made any sense to
say right for the pick-in but right for the truncation.
Jesse Dolan: All right everyone. That’s a wrap for this episode and for 2023, can’t express enough how much I
appreciate and we all here at Intrix and local SEO tactics appreciate you tuning in for another year. We’re
looking forward to another great year in 2024. Let’s help each other out. If you have any questions, topics
or, like I said earlier, maybe a recommendation for an interview whatever it is we would love to know.
Reach out to us. Local SEO tactics dot com. Scroll down to the bottom for feedback, for instance, for
submitting questions. We’d love to hear from you and happy new year everybody. Take care. Cheers.