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Tell Jeff that Chad sent you to receive
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0:55
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1:01
phone numbers, and links for references
1:03
made during the program or you can get
1:05
them by visiting C. Deckard, Chad
1:07
Deckard, or Ezene Generator anytime as
1:10
well. Broadcasting from the city of hot
1:13
sun and rain off the Atlantic Ocean in
1:15
Boca Raton, Florida. Good morning, good
1:18
evening wherever you may be across the
1:20
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1:21
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1:23
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1:24
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1:26
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1:43
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1:44
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1:46
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1:48
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appreciate your efforts and support. Now
3:21
let's get down to the nitty-gritty of
3:24
this show. We have a special guest and
3:26
his name is Jonathan Goodman. And
3:29
Jonathan Goodman is the president of
3:31
Howard Consulting, an internet marketing
3:33
firm exclusive exclusively focused on
3:35
WordPress development and search engine
3:38
optimization. Jonathan is the author of
3:40
a well-received book, The World of
3:42
Internet Marketing, The Basics, and he
3:44
is a professor at the School of Internet
3:47
Marketing. How are you, John?
3:49
Great, Chad. Thanks. Uh, very happy to
3:52
be here.
3:53
Yeah, I'm glad to have you on the uh
3:54
show. you're the uh first person that
3:56
I've had as a guest on this show that uh
3:59
has the background and experience that
4:01
you have. You know, we're going to talk
4:02
about Google Analytics here today. And
4:05
you're also a professor at the School of
4:07
Internet Marketing as well as having
4:08
your own consulting firm. Um you know,
4:11
how long have you been in the business
4:12
doing this kind of work?
4:14
Well, I was in the dotcoms uh before
4:16
they were the dotcoms back when, uh we
4:19
didn't even have dynamic HTML. So, I've
4:21
I've been doing uh internet marketing
4:24
for over 20 years.
4:27
I'm kind of in the same boat with you.
4:28
In fact, I almost hate to tell people
4:30
how long. You're probably like me in the
4:32
same generation where we actually kind
4:34
of grew up at the the point in time
4:36
where it was transitioning from a a
4:38
small dialup, you know, like uh almost a
4:41
fax machine dialup and it was like BBS
4:43
bulletin board systems like when we were
4:45
probably in college and then finally
4:47
they came out with Net Scrape and Mosaic
4:49
and it started to build an interface.
4:50
you begin to see this transformation
4:52
begin to occur. I guess I'm correct on
4:54
it, right?
4:55
Yeah, exactly. I graduated college uh
4:57
back then in 1993 and it was
5:00
it was the first uh transition to
5:02
computers that were able to do artwork
5:04
and able to get online.
5:06
Yeah, that was awesome time. That was
5:08
kind of the revolution was on and it was
5:11
really I remember it was really
5:12
exciting. I was just getting out in
5:13
college. I had the whole world in front
5:15
of me. I had a you know a magazine in a
5:17
newspaper. So I had a background in in
5:19
in business and publishing and uh the
5:22
internet just like was like I mean kind
5:25
of like a dream come true like wow what
5:28
could you do with this thing and that
5:29
was when AOL was giving out all those
5:31
dicks for free saying you got mail and
5:33
then I knew that was going to be
5:34
commercialized at that point.
5:37
Yeah it really changed very very
5:38
rapidly. So, let's get into the
5:40
nitty-gritty of the show here. You know,
5:42
tell us, you know, what is Google
5:43
Analytics? You know, and and why is it
5:46
the best best thing for small
5:48
businesses?
5:50
Well, you know, a lot of small
5:51
businesses don't have the time to really
5:55
understand how to market themselves
5:57
online.
5:59
And when they finally realize that they
6:01
need to get online or or promote the the
6:05
website that they actually have, they
6:08
they kind of sometimes wind up finding
6:12
wrong internet marketers who are going
6:15
to kind of, you know, spoon feed them a
6:17
a bag of goods that aren't really
6:20
correct. And the best way that they can
6:22
protect themselves is to get an
6:25
understanding of the Google Analytics.
6:28
Now, Google Google is great because
6:31
they've built this amazing chart, you
6:35
know, and analytics system that is free
6:39
to use. You know, it before all of this,
6:42
you know, you a corporation would spend
6:44
tens of thousands of dollars trying to
6:46
just understand what the log files were
6:48
saying. And now with Google uh about 10
6:53
years ago purchased Urchin and they were
6:57
they use basically these great dynamic
6:59
charts that visually look exciting and
7:02
give you data immediately. So from a
7:05
small business side to be able to make
7:08
sure that who you're working with online
7:11
is giving you the right information you
7:13
need to have at least a basic knowledge
7:15
of Google Analytics.
7:18
Uh so you know how can a small business
7:20
owner protect themselves against uh
7:22
dishonest web masters or people that
7:24
proclaim to be you know some kind of
7:26
marketing guru but really don't have the
7:28
correct information or knowledge at
7:29
themselves.
7:31
Yeah. one of the best ways that they
7:33
could, you know, have that dialogue with
7:36
even even a great internet marketing
7:39
company. You want to have an open system
7:43
where your clients are able to look at
7:46
the analytics that you're talking about.
7:49
when you're getting better rankings,
7:52
when you're getting more traffic, when
7:54
people are staying on the site, all that
7:57
data and all that information is right
7:59
there in Google Analytics. And it's very
8:02
easy to be able to immediately identify
8:06
internet marketing companies that don't
8:08
know what they're talking about simply
8:10
because what's coming out of their mouth
8:13
and what's in Google Analytics. If those
8:15
two things don't match up, you know you
8:18
have a problem with the marketing
8:20
company that you're dealing with. But
8:22
you've got to educate yourselves. And
8:24
one of the best way to educate
8:25
yourselves is taking a class and
8:28
understanding what Google Analytics
8:30
provides.
8:32
Yeah. Let me ask you this. Uh, you know,
8:34
you talk about that. I mean, different
8:36
things that you should be looking for in
8:38
Google Analytics. Um, you know, what are
8:40
the signs that someone would want to
8:42
look for as far as working with someone
8:43
that might be, you know, a shadowy kind
8:47
of individual or somebody who's claiming
8:49
something that they really aren't.
8:51
Well, time on site is critical when your
8:55
when when someone is saying, you know,
8:57
when your internet marketing company is
8:59
saying to you, oh, you know, uh, you got
9:01
200 more visits this month, and you look
9:05
at it and you see a decline of time on
9:08
site, then those 200 visitors weren't
9:11
really viable. They didn't help you
9:14
improve your traffic to your website.
9:17
and that inter internet marketing
9:19
company could very possibly be doing
9:22
something very sketchy to up those
9:24
numbers and make themselves look good.
9:27
Another great area within Google
9:29
Analytics is the search engine
9:31
optimization area that really gives you
9:34
detailed analysis of what you're ranking
9:38
for and how uh how people are coming to
9:42
the site and what pages they're coming
9:44
to.
9:45
Mhm.
9:46
Yeah. Yeah. Well, that that's really
9:47
good. Thanks for sharing that. I mean, I
9:49
I know exactly what you're talking about
9:50
as far as uh you know, people pinging,
9:52
you know, with potentially with bots.
9:54
You know, you could create a bot and go,
9:55
"Okay, go ping this person's site, you
9:57
know, 250 times. It'll look like I had
10:00
brought all this extra traffic, but like
10:02
you said, it bails within seconds." It
10:04
doesn't really surf or check out any of
10:06
your pages other than pinging a page
10:07
itself. And what good is traffic if they
10:10
aren't actually really leaving a name,
10:12
you know, in some type of a form after
10:14
they visited you? I mean, I loved when
10:15
people back in, you know, even still
10:17
today, like, I got a million people to
10:19
my website. Well, how many names did you
10:20
get? Um, not that many. Like, well, what
10:23
good is that?
10:25
If you don't know who visited your
10:26
website, you can't remarket to them.
10:27
They're gone. G, you know, there's
10:29
nothing you can do. It's just not really
10:31
efficient and effective traffic. So,
10:33
what there's no really big deal with
10:34
that. And, you know, I see a lot of that
10:36
online. And, and I'm not trying to talk
10:38
bad about any particular service, but if
10:41
you're familiar, you know what I'm
10:42
talking about. There are good affiliate
10:45
networks that offer programs where
10:48
people can self-publish and create these
10:50
programs. But I've been in some of these
10:52
programs and for what some of these
10:53
people want to charge you, you know,
10:55
$500 or $1,000 to get access to their,
10:59
you know, membership website to teach
11:01
you how to do Google Analytics.
11:04
Um, luckily I've never paid that kind of
11:06
money to do it. I've had access from
11:08
other people that, you know, that I was
11:09
curious that like, you know, do you mind
11:10
if I take a peep? And I was really
11:13
disappointed with a lot of the stuff
11:14
that I saw. A lot of people are just
11:15
kind of wannabes or they're taking it
11:17
and, you know, maybe buying a a book for
11:19
dummies and kind of falling along with
11:21
it, trying to hash it out and do it and
11:24
they really don't have the working
11:26
experience themselves. It's just kind of
11:28
regurgitating something else. And it's
11:30
kind of obvious. You I can see it if
11:32
you're an experience marker, but it's
11:34
those people that are like kind of the
11:35
sheep in the field. Not sure not sure
11:38
about what the what kind of tricks the
11:39
wolves will pull uh out there but uh
11:42
it's definitely out there and that's
11:44
what I like you know leading into my
11:45
next question is that I understand that
11:47
you know you're a professor at the
11:48
school of internet marketing and you
11:50
know what do you teach and what can the
11:52
school of internet marketing off
11:53
obviously provide to people um that
11:56
maybe are newbies wanting to learn about
11:58
a lot of different subject matters in
11:59
internet marketing.
12:01
Yeah. Well, you know, we've really
12:03
created the School of Internet Marketing
12:05
for exactly that specific reason. We
12:08
wanted to have extremely talented
12:11
individuals that had years of experience
12:14
that had a broad base of knowledge and
12:18
offer it at such an an affordable rate
12:22
that somebody coming in for less than
12:25
$50 a month would be able to have access
12:28
to an enormous number of hours of video
12:33
dialogue from the from the professors.
12:36
Now I teach the Google Analytics class.
12:39
We have Facebook uh marketing classes.
12:43
We have just such a a wide range of
12:46
classes available. And when you become a
12:49
member of the in the school of internet
12:52
marketing within one month, you have
12:55
access to all of those classes. And if
12:59
you wanted to if you wanted to sit for
13:01
the next 72 hours and listen to, you
13:05
know, hour upon hour of information or
13:08
if you wanted to take it in over a
13:10
30-day period or as the site grows and
13:14
as we add more classes, you know, you
13:17
can you can continue to be a member and
13:19
you're able to uh have a dialogue with
13:22
the professors and you're able to ask
13:24
questions and answers and it really is
13:27
probably It's really the only thing out
13:30
there right now that acts like a real
13:33
university setting for the for the adult
13:37
education, the the already graduated
13:41
bachelor and is now trying to understand
13:44
all of the intricacies of the of the
13:47
internet marketing.
13:50
Yeah, I agree. You know, when I I've
13:51
checked it out and you know, I've spoken
13:53
to now several people from that are
13:56
obviously the professors. you could say
13:58
at the um internet marketing or school
14:00
of internet marketing and um I'm really
14:02
impressed with the uh the lineup of
14:04
talent and I mean going back to our
14:08
question of working with shadowy
14:10
internet people these people all the
14:13
people that are represented and part of
14:15
this school and you know I'd say
14:17
syndicated organization have been in the
14:20
industry like you said a long period of
14:22
time and not only just being in the
14:23
industry but they're really actually
14:25
well known I mean uh like yourself, you
14:28
know, you have partaken as a guest
14:30
speaker and you know, Shawn and James
14:33
and and a number of other people are
14:35
kind of, you know, preeminent figures
14:37
within the industry and well respected.
14:39
So there is social um proof that
14:42
whatever it is that you all have to
14:44
offer here collectively together in the
14:46
internet marketing school is um some
14:49
really great information that people can
14:51
feel really secure about in getting
14:53
themselves educated and up to par on the
14:55
latest greatest tips, tricks and
14:57
techniques um online. Let me ask you
14:59
this. If I was to take a class from you,
15:03
what would I learn?
15:06
Well, the Google Analytics class and I
15:08
really appreciate you, you know, going
15:10
back to uh, you know, the the level of
15:14
the professors that are there. You know,
15:16
of course, I have uh I'm a published
15:18
author and I've I've written the world
15:21
of internet marketing book one and
15:23
there's going to be two other books. I
15:25
just completed a conference last week in
15:28
Florida, the SFIMA and Pubcon
15:31
conference. I'm going to be speaking at
15:33
the Affiliate Summit East 2013 in
15:37
Pittsburgh, uh, Philadelphia, sorry. Uh,
15:40
and that, you know, all of that, all of
15:42
the talent and all of the professors
15:44
that are there, uh, that's the level
15:46
that you're getting. We all own our own
15:49
businesses, we all have our own clients.
15:51
Uh, we're working very, very hard. And
15:54
with the Google Analytics class, we I
15:57
wanted to really structure it so that
15:59
the small business individual who is
16:02
overwhelmed on a day-to-day 247
16:05
work experience that they don't they can
16:09
take this little bite by bite and we can
16:12
show them how to install the Google an
16:15
analytics. If they're working with a
16:16
company, then they can skip over that
16:19
first hour or, you know, first half hour
16:21
segment and then they get into the
16:25
individual areas of Google Analytics.
16:28
You know, how do you look at your
16:29
traffic? What are the demographics? And
16:32
we're going to build and build and build
16:34
so that by the time that you're done
16:37
with session six, you know, you can have
16:40
an intelligent conversation with your
16:42
internet marketing company or you can
16:45
manage your own analytics and be able to
16:47
track that on a day by day and month by
16:50
month to understand how your site is
16:52
changing and improving.
16:55
Yeah, that's that's that's really
16:56
important because obviously how can you
16:58
make anything better if you obviously
17:00
don't benchmark something at first and
17:02
then obviously make your changes, test
17:04
test and come back and re-evaluate what
17:07
things that you've done that have made a
17:09
difference and uh obviously increase
17:12
your bottom line and optimize. So uh let
17:15
me ask you this. You know, since you've
17:16
you know you're doing a lot of speaking,
17:18
it sounds like you're kind of on a a
17:19
summer tour. That sounds like a lot of
17:21
fun. Uh I'm getting ready to take off
17:23
here in about a month to head uh to the
17:24
northeast to a summer family home on a
17:27
lake in Maine and uh I'll be at the
17:29
affiliate summit myself uh in uh August
17:33
in uh Philadelphia. So are you are you
17:35
going to make it there?
17:36
Yeah, I'm speaking there. Uh I'm
17:38
actually talking about schema which is a
17:40
very important new development within
17:43
code. uh it's going it it is allowing
17:46
the search engines and many other
17:49
facilities to clearly understand when
17:54
you're doing a search for an apple
17:56
whether you mean and Apple is just an
17:58
example obviously but when you're doing
18:00
a search for Apple does that mean Apple
18:03
the food product or Apple the
18:06
corporation and so schema and I'm going
18:08
to be talking about this at affiliate
18:10
summit east really uh needs to it's a
18:13
very important to affiliates because
18:15
they need to be able to as the search
18:18
engines change and rerank things, schema
18:21
is going to be one of those critical
18:23
elements that the search engines are
18:25
looking for to clearly define what that
18:27
page is talking about.
18:30
Yeah. And for those of you listening to
18:31
the program when we talk about affiliate
18:33
marketing because I know we kind of
18:35
start off on Google Analytics. Affiliate
18:37
marketing is more of a the a segment of
18:40
the industry of internet marketing that
18:42
uh you uh build an organization through
18:45
building relationships of relative uh
18:48
businesses that can offer your product
18:50
or services um for a referral fee or or
18:54
CPA like a cost per acquisition or by a
18:56
lead or by a click or whatever it might
18:58
be. It comes in many different formats.
19:00
So that's just kind of gets you up to
19:02
par. Like once again, if you refer to
19:04
the uh school of internet marketing and
19:06
we'll give you that information uh at
19:08
the end of the program as well as you
19:10
can refer to the description of the
19:11
program to see links that will lead you
19:13
to places where you'd like to visit. So
19:15
I also understand here Jonathan that you
19:18
have um like you said earlier in the
19:20
program. Tell me a little bit about this
19:22
book, the uh the world of marketing the
19:25
basics. the world of internet marketing,
19:28
the basics. It's it's really for again
19:32
that market, that small business that's
19:35
trying to grasp what's going on. How do
19:38
you as a small business use Facebook
19:41
marketing or how do you utilize the
19:44
power of LinkedIn? And all of that is
19:47
within the book and it really kind of
19:50
moves you through, you know, what is the
19:52
website about? You need to define it.
19:54
You need to have a conversation with
19:57
Google. A lot of people don't understand
19:59
that when they build a website that
20:01
there are ways and methods that you can
20:04
have a good conversation with Google and
20:06
with Bing to alert them as to what is
20:09
happening on your website and what it is
20:12
that you're trying to talk about. And so
20:15
the book really hits on that. It hits on
20:17
uh you know elements of uh you know
20:20
analytics. it re I really tried to have
20:23
it touch at the very basic level for the
20:27
individual small business owner to
20:31
understand what it means to be involved
20:35
in internet marketing so that again they
20:38
can have a great dialogue. Now the
20:40
second book is going to come out at the
20:42
end of the year and that's a much more
20:44
advanced. We're really going to talk
20:46
code. We're going to talk schema. It's
20:49
an element that uh you know might not be
20:52
comfortable for the small business, but
20:55
it's another way to have them have that
20:58
dialogue with their internet marketing
21:00
firm.
21:02
Great. Um is there any kind of um I
21:05
don't know. I've heard on other shows
21:07
where you actually kind of give a couple
21:08
free books away.
21:10
Yeah, I'd love to give a couple. already
21:11
yank your tail. But I mean, I figure
21:13
like, hey, you know, it's a digital
21:14
book. You know, let's uh let's see if
21:16
there's any uh listeners out there that
21:17
want to get a free copy.
21:19
Well, it's a digital book, but I'll tell
21:21
you what, if the if you have 20
21:23
listeners out there that email me or
21:26
Facebook or Twitter me, uh I am willing
21:29
I will send out that physical copy cuz,
21:32
you know, I I think physical is just as
21:35
good as as Kindle or PDF or if they want
21:38
it as PDF. So they can email me at jg
21:42
goodmaniard
21:44
h a l y a r dcc consulting.com.
21:48
You can uh Facebook the page uh the
21:51
Facebook page is Howiard Consulting and
21:54
the my Twitter account is Howiard
21:56
Consult uh with the just C O N T. So, if
22:02
you want to contact me, uh just let me
22:04
know that you heard uh this interview
22:07
and we'll I'll get in touch with you and
22:09
find out how you'd like to get those.
22:11
So, the first 20 listeners would be uh
22:14
who I'll give that to.
22:16
Yes. So, this uh I really appreciate
22:18
that. Uh so, all you out there that
22:19
heard that uh if you need to hear it
22:21
again, please feel free to rewind and
22:22
listen again. And uh you can always
22:25
reference the description of the program
22:27
once again like I said or at my go to my
22:30
website you can always refer to the uh
22:33
the show page and uh it has all the
22:35
resources and linkouts um for you to
22:38
reference there if needed. So I guess
22:40
we're at the uh the bottom of the show.
22:42
I really appreciate uh you joining us
22:45
here on the show today, Jonathan. And
22:47
I'm looking forward maybe we can uh you
22:49
know get together and have a drink and
22:51
uh meet in person in Philly this summer.
22:54
Absolutely. And don't forget that the
22:56
school of internet marketing is just
22:58
that.com. So it's the school of
23:01
internetmarketing.com.
23:02
Great. Well, thank you very much and uh
23:04
have a great uh week, a holiday week and
23:07
uh thank you for tuning in everyone and
23:10
uh that's about it for this show.