Yesterday evening I took my regular bike route along Bayshore, also known as the Boulevard of Dreams, to Davis Island and back when I came across this dolphin corralling fish. I pulled out my little Powershot A620 and shot some video. At one point he or she leapt from the water with a fish at the tip of its mouth. It went on for a while and was quite amusing.
All posts by Robert Payne
Narrows
Interview with Search Engine Optimization Master, Eric Morgan
This morning I had the opportunity to sit down with one of our resident Search Engine Optimization (SEO) extraordinaires, Mr Eric Morgan. The guy practically drinks Google Juice for breakfast, so I figured he would have some interesting information about SEO that I could share with you. Eric works out of our Salt Lake City office, so what transpired was a little phone interview on the current state of his practice.
How long have you been in the SEO game?
I’ve been working on SEO for 8 years.
How do you get into it?
My mother-in-law asked for some help on her adoption site, and I wanted to drive more traffic to it. So, I started researching how to get that done. It was then that I realized I could make a living doing it.
What are you currently working on?
I feel very fortunate in my position with Twelve Horses because I get to work on a variety of different clients. Many SEO managers work on just one specific industry where I get to be exposed to a lot of different companies.
For example, ski resorts like Alpine Meadows, Homewood, and Heavenly are definitely fun. I’m also working on Solera Networks, which is a company that provides network monitoring services and network appliance products. It’s a unique challenge because their products and services are new and relatively unknown, so I can produce some real results for them by building up their rankings from the ground level.
Uppercase Living is another one. They do vinyl lettering for home decor, which allows you to decorate your home for very little money. It is an exploding market, and they are probably the biggest player in their industry. Finally, another example is Set Point. They do industrial automation for faster and efficient manufacturing processing.
Wow, you really are working with wide array of different industries. How does a company like Set Point benefit from SEO?
You’d be surprised at the amount of people that are researching what Set Point has to offer. It really opens your eyes to how many people are typing in terms like, ‘custom automation solution‘ or ‘industrial automation‘ to improve their business. Where I come is helping make sure they get introduced to a company like Set Point.
What tactics are producing the best results for your clients?
Link building has the biggest impact on SEO, specifically from bloggers and copywriters. It also really helps to get fresh content on new topics, which in turn expands their website. Another one that you may find surprising is educating the client on SEO. Ingraining these fundamentals, truly getting the client to think in terms of SEO, makes a huge difference when they go to make changes to their own website or blog. It is often things they do every day that can make significant impacts on SEO.
What are some common mistakes that businesses make when it comes to SEO?
Biggest one is they fail at the very basics of SEO…ones that are well known. For example, the first thing we fix are title tags and meta description. The next thing we find is that companies did not do their keyword research well enough. That, or they focused on keywords that are not obtainable, do not represent significant enough search volume, or they are simply not relevant.
Others common mistakes are embedding text in graphics, which the search engines cannot see.
The URL structure is another fundamental mistake in the sense that they just don’t take it into consideration. Search engines don’t index dynamic pages as well as static pages. Also, I will often see random variables in the url as opposed to logical words that pertain to the specific page and company offerings.
How does SEO relate to website architecture?
That is another common mistake. Companies focus on just SEO, but if the traffic is being directed towards poorly constructed pages then they don’t convert. If the customer is directed towards a web page that has nothing to do with what they are looking for, or if it is too confusing, then you lose them. But if they are directed towards a well-constructed web page that is optimized to encourage them to take an action on the website, the chances are much higher that they will.
How often do use PPC or SEM in combination with a SEO strategy?
It is ultimately up to the client and their budget, but about 65% of our client are engaged in both.
Why is it important to do both?
As long as it has a positive ROI, why wouldn’t you do it? But many people think that PPC will help SEO ranking – they are not directly related. Where it helps is keyword research and retooling the website to better handle those conversions. It also helps test specific keywords up front instead of getting 3 or 4 months down the road with an SEO campaign and finding out that those are not the best words to focus on.
What are some new tactics that you are employing and testing?
Lately, we have been doing a lot of testing with bloggers and link building; interlinking where we make sure copy is linked to other pages within the website. This has also had a big impact on persuasion architecture.
How do you stay informed about SEO?
Mainly from other blogs and website such as SEOMoz, Marketing Experiments, Marketing Sherpa, and Grokdotcom.com. But there is no better way to stay informed, especially about your website, then practicing SEO, studying the results, and rinse and repeat. I like to focus on experimentation, trying new things and constantly assessing what works and what doesn’t, and then applying those strategies to other websites.
Has there been any news lately that has gotten you excited about the industry?
The news that Google can better index flash files is pretty cool, but it still has a ways to go. Google Adwords has started to release search data through AdWords, where before you could only get that through WordTracker. But the fundamentals have not really changed that much. Trends come out like social media marketing, but it is still the same fundamentals such as link building, html, and content. Often companies just don’t focus on the basics and instead get caught up chasing the latest fads that are kind of worthless in many instances.
What is the benefit of a business outsourcing SEO as opposed to doing it in house?
What you should get by outsourcing SEO is not only a deep level of experience with what works and what does not, but also a clear set of deliverables, a dedicated resource, and a fundamental understanding of web design and web architecture. Not only that but also how to effectively convert qualified traffic, and finally, how to interpret the analytics and create a dashboard that serves as a guide going forward.
It takes time, patience, and perseverance, and frankly, not everyone is cut out for SEO, but I enjoy it. It’s great to see results!
Eric Morgan can also be found blogging on SEO and web related topics at Marketing Morgan.
A Big Jump for a Big Dog
Goose seemed to be the most appropriate name for him. After all he was silly as a goose and just as white. At five weeks of age he demonstrated a playful but determined demeanor, and I could not help but notice the size of his paws as he not-so-innocently swatted at his smaller siblings. Goose was going to grow up to be a big Yellow Lab.
The Early Days
Born and raised in South Carolina, and son of Oscar B and Lady Allison Guinevere, Goose was trouble from the start. I about killed him when one of his first acts consisted of tearing up my college text books and a very expensive pair of binoculars. Monks teach the practice of non-violence when raising puppies, but our relationship became the way of the wolf.
We eventually came to terms with one another, and I could soon trust Goose around anything. He and I would often observe, with great amusement, some spasmodic dog owner futilely shouting for their disobedient hound to heel. Patiently sitting at my feet, Goose would look up into my eyes with an omniscient expression that said, “Amateurs.”
While at Clemson University, I was fond of kayaking down the Chattooga River. Whenever I was in the process of gathering my gear, Goose would tactfully turn his convincing stare upon me, which said, “Take me with you.” When he would leap into the back of the car I simply did not have the heart to tell him to get out. Upon arrival, he would deftly use his powers to persuade me that he too could come down the river. I would let him, and he would rely on my hand commands to ferry the river currents and run the banks like he had been taught to do it.
Travels with Goose
After college we decided to strike out West together. Goose barely fit his bulk amidst the boxes and bags, but he did not care one lick. We often camped under the stars, and for Goose every day was an adventure. He marked his territory from Charleston, South Carolina to San Francisco, California, and together we discovered an America much greater and grander than we could have ever imagined.
When the money ran out we settled in Lake Tahoe where I took up a job with Patagonia. Goose was allowed to come to work with me but never inside. He spent his idol hours outside convincing athletically-inclined individuals to take him for runs on their lunch breaks. He must have gone on no less than three jaunts a day. When I had a free moment I would take the rogue to swim in the Truckee River just to be sure he still appreciated me the most.
When we were not at work we spent much of our time in the mountains. In the summer he dutifully carried his pack filled with provisions. In the winter he plowed through the powder like a pig. I would make arcing turns on my skis, and he would take the straight line. Together we made dollar signs down countless snow-covered peaks in the Sierra Nevada.
No Small Step
Goose’s unhinged energy was seemingly unparalleled. When I moved into a three-story house on Donner Lake I had the habit of throwing a tennis ball from the top of the porch only so he could run down the steps, and then up and down again and again. A friend once tried it and Goose surprisingly chose a different route. He leapt over the railing and all the way down to the ground. Despite notions of his demise, Goose returned to the 3rd floor unharmed except for a rather large manzanita branch jutting from his collar, dirt ground into his chest, and the tennis ball in his mouth. He would have gone once more, but I ordered him to lie down.
Best in Show
We were hardly the type for organized contests, but somehow we found ourselves one searing hot summer Saturday making our way down to Reno and the Sparks Marina for an ESPN dog jumping contest. We felt a little out of place amidst all of the traveling kennels, screen printed T-shirts, and choreographed routines, but we decided to give it a go nonetheless. When the announcer called for “The Flying Goose from Kings Beach, California” we approached the beach with uncertainty. I asked him to sit at the start of the dock and walked a few yards down. There was nothing but eager anticipation in his eyes and a look like he was born to be there. At the moment I yelled for him to Go Get It!, I simultaneously slung his straggly little leftover tennis ball into the lake. Goose exploded off the end of the dock and into the water, retrieved his prize, and swiftly and politely returned the sopping mass to me. Coming over the mic I heard, “that was a Biiiig jump for a Biiiig Dog!” Goose placed first in the semi-finals and third over all, only losing to a couple of lighter and leaner professionals.
Returning Home
Eventually the time came for us to beat our way back to the East and the place of our birth. But before returning to Charleston we took the long way home. We ambled through the mountains of California, Utah, and Colorado, stopping in places we had visited almost ten years before. I was reluctant to return, and I am not sure that I would have if it had not been for his companionship and boundless enthusiasm to move forward.
Time Moves On
Age is a thief that steals our most prized possessions. And with pets the work is that much quicker. It was not long after moving back East that Goose’s health began to decline. First, a slowness of gait, and then a dreaded tumor appeared. Nevertheless, the doctor’s prognosis was positive, and we went forward with the surgery. Afterwards, Goose looked as if he had been butchered; but he was undeterred. He barreled into my legs and moaned a greeting as I sympathetically patted his head. Over the course of several weeks we endured the medicines and the machinations that eventually led to his improvement. But full recovery was never meant to be.
The Final Scene
Goose lay quietly on the porch. It was late July in Charleston, but he barely panted. He had stopped making it up and down the steps and refused to eat. It was time. The veterinarian arrived at the house with his assistant. When she leaned down and asked his name, then repeated it, Goose sat up and licked her face. It was his last act.
The Big Jump
Death means they are gone even though it feels as if they are not. Memories of him are filled with adventure and youthful promise that took us across a continent and then some. I will continue on with out him, enjoying new experiences, and looking to take that next Big Jump. But his passing reminds me that we all grow older and eventually lose our closest companions.
All I am left with are his lifeless ashes, yet they pulse with the power of a former being. They remind me that no matter whether it is human, animal, or even a place, it is our proclivity to feel, an opportunity to relate, and our ability to provide support and protection that is truly important. Goose may have been just a dog, but no matter what he did in life he always gave his whole heart and asked for nothing in return but affection and understanding. He will be missed.
Go Big Goose!
Project Management
We never get this from our clients when it comes to their online marketing initiatives…never! Happy Friday!
