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What You Don’t Know Will Hurt Your Website — Jonathan Goodman (Internet Marketing PRO)

Publisher: Internet Marketing PRO  •  Duration: 23:15  •  Published: June 6, 2013

Jonathan Goodman joins Internet Marketing PRO to discuss Google Analytics, SEO pitfalls, schema, and how small businesses can protect themselves from “shadowy marketers” by learning how to read their own data.

Show full transcript 0:02Today on Internet Marketing Pro, we are0:04going to discuss what you don’t know can0:06hurt your website with our special0:08guest, Jonathan Goodman, who’s the0:09president of Howyer Consulting. Are you0:12legally minimizing your future tax0:13burden and staying compliant in today’s0:15complex tax code? If not, our sponsor0:18Michel Consulting has over 30 years of0:19experience providing top quality0:21professional services in accounting and0:23tax preparation for a wide variety of0:24clients like you. Whether you need a tax0:26return filing, planning, bookkeeping,0:28financial statements, full service0:30payroll, or a corporate or individual0:31tax return, I personally use and highly0:33recommend the services of Jeffrey0:35Wrestler, CPA, whose phone number is0:38561-237-5264.0:41That number again is 561-237-5264.0:46And you can visit his website at0:47jrcpa.net.0:49That’s jrcpa.net.0:52Tell Jeff that Chad sent you to receive0:54a special discount for listening to the0:55show. Thank you very much. Remember, you0:57can always look to the audio video0:59description of this post for names,1:01phone numbers, and links for references1:03made during the program or you can get1:05them by visiting C. Deckard, Chad1:07Deckard, or Ezene Generator anytime as1:10well. Broadcasting from the city of hot1:13sun and rain off the Atlantic Ocean in1:15Boca Raton, Florida. Good morning, good1:18evening wherever you may be across the1:20nation and around the world. I’m your1:21host Chad Deckard and welcome to our1:23internet marketing pro and1:24ezengenerator.com1:26podcast show. Our shows will cover how1:28to grow your business as well as topics1:30on tips, tricks, and techniques, digital1:32lifestyles, the future of finance,1:34entrepreneurism, and the preeminent1:36professional internet marketers. Thank1:38you for tuning in to our show as we1:40begin this adventure together exploring1:41many great things to come. Now, let’s1:43cover a few quick announcements before1:44we get started. And like I always begin1:46my shows, I really like to show my1:48personal appreciation for all the1:50feedback we have been getting from you.1:52What a difference it makes in motivating1:54me to put these shows out and1:55continually think of the next subject1:56matter that we can explore together. We1:59also have a very excited about helping2:01well getting more subscribers and2:03subscribing yourself and by sharing this2:06content with your social networks.2:07Together we are building an internet2:09marketing community around this program2:11as well as others in our syndicate. Our2:13weekly listening base is growing a great2:15deal week after week and that’s the2:17greatest payoff our listening syndicate2:18can do for the community and for me and2:21giving back for my time and efforts in2:23putting this show together for you all.2:25If you like my show and find it2:26resourceful, please do your social2:28network a favor and share, like, post,2:30leave a comment, and subscribe to my2:32show. Be sure to visit ezengenerator.com2:36and become a free member of our highly2:37resourceful total online marketing2:39presence community. You will gain2:41instant access to thousands of2:43over-the-shoulder how-to training2:44videos, articles, RSS, feed syndication2:48to over 500 resource sites relating to2:50total online presence on topics like2:53analytics, content, email marketing,2:55mobile marketing, search engine2:56optimization and management, social2:59network marketing and management,3:01traffic, articles, white papers, podcast3:04interviews of preeminent leaders,3:06current events, and much much more. The3:08entire topic collectives are cons3:10consolidated into a single source3:12content aggregation website community3:14considered your very own internet3:16marketing community newsstand. I greatly3:18appreciate your efforts and support. Now3:21let’s get down to the nitty-gritty of3:24this show. We have a special guest and3:26his name is Jonathan Goodman. And3:29Jonathan Goodman is the president of3:31Howard Consulting, an internet marketing3:33firm exclusive exclusively focused on3:35WordPress development and search engine3:38optimization. Jonathan is the author of3:40a well-received book, The World of3:42Internet Marketing, The Basics, and he3:44is a professor at the School of Internet3:47Marketing. How are you, John?3:49Great, Chad. Thanks. Uh, very happy to3:52be here.3:53Yeah, I’m glad to have you on the uh3:54show. you’re the uh first person that3:56I’ve had as a guest on this show that uh3:59has the background and experience that4:01you have. You know, we’re going to talk4:02about Google Analytics here today. And4:05you’re also a professor at the School of4:07Internet Marketing as well as having4:08your own consulting firm. Um you know,4:11how long have you been in the business4:12doing this kind of work?4:14Well, I was in the dotcoms uh before4:16they were the dotcoms back when, uh we4:19didn’t even have dynamic HTML. So, I’ve4:21I’ve been doing uh internet marketing4:24for over 20 years.4:27I’m kind of in the same boat with you.4:28In fact, I almost hate to tell people4:30how long. You’re probably like me in the4:32same generation where we actually kind4:34of grew up at the the point in time4:36where it was transitioning from a a4:38small dialup, you know, like uh almost a4:41fax machine dialup and it was like BBS4:43bulletin board systems like when we were4:45probably in college and then finally4:47they came out with Net Scrape and Mosaic4:49and it started to build an interface.4:50you begin to see this transformation4:52begin to occur. I guess I’m correct on4:54it, right?4:55Yeah, exactly. I graduated college uh4:57back then in 1993 and it was5:00it was the first uh transition to5:02computers that were able to do artwork5:04and able to get online.5:06Yeah, that was awesome time. That was5:08kind of the revolution was on and it was5:11really I remember it was really5:12exciting. I was just getting out in5:13college. I had the whole world in front5:15of me. I had a you know a magazine in a5:17newspaper. So I had a background in in5:19in business and publishing and uh the5:22internet just like was like I mean kind5:25of like a dream come true like wow what5:28could you do with this thing and that5:29was when AOL was giving out all those5:31dicks for free saying you got mail and5:33then I knew that was going to be5:34commercialized at that point.5:37Yeah it really changed very very5:38rapidly. So, let’s get into the5:40nitty-gritty of the show here. You know,5:42tell us, you know, what is Google5:43Analytics? You know, and and why is it5:46the best best thing for small5:48businesses?5:50Well, you know, a lot of small5:51businesses don’t have the time to really5:55understand how to market themselves5:57online.5:59And when they finally realize that they6:01need to get online or or promote the the6:05website that they actually have, they6:08they kind of sometimes wind up finding6:12wrong internet marketers who are going6:15to kind of, you know, spoon feed them a6:17a bag of goods that aren’t really6:20correct. And the best way that they can6:22protect themselves is to get an6:25understanding of the Google Analytics.6:28Now, Google Google is great because6:31they’ve built this amazing chart, you6:35know, and analytics system that is free6:39to use. You know, it before all of this,6:42you know, you a corporation would spend6:44tens of thousands of dollars trying to6:46just understand what the log files were6:48saying. And now with Google uh about 106:53years ago purchased Urchin and they were6:57they use basically these great dynamic6:59charts that visually look exciting and7:02give you data immediately. So from a7:05small business side to be able to make7:08sure that who you’re working with online7:11is giving you the right information you7:13need to have at least a basic knowledge7:15of Google Analytics.7:18Uh so you know how can a small business7:20owner protect themselves against uh7:22dishonest web masters or people that7:24proclaim to be you know some kind of7:26marketing guru but really don’t have the7:28correct information or knowledge at7:29themselves.7:31Yeah. one of the best ways that they7:33could, you know, have that dialogue with7:36even even a great internet marketing7:39company. You want to have an open system7:43where your clients are able to look at7:46the analytics that you’re talking about.7:49when you’re getting better rankings,7:52when you’re getting more traffic, when7:54people are staying on the site, all that7:57data and all that information is right7:59there in Google Analytics. And it’s very8:02easy to be able to immediately identify8:06internet marketing companies that don’t8:08know what they’re talking about simply8:10because what’s coming out of their mouth8:13and what’s in Google Analytics. If those8:15two things don’t match up, you know you8:18have a problem with the marketing8:20company that you’re dealing with. But8:22you’ve got to educate yourselves. And8:24one of the best way to educate8:25yourselves is taking a class and8:28understanding what Google Analytics8:30provides.8:32Yeah. Let me ask you this. Uh, you know,8:34you talk about that. I mean, different8:36things that you should be looking for in8:38Google Analytics. Um, you know, what are8:40the signs that someone would want to8:42look for as far as working with someone8:43that might be, you know, a shadowy kind8:47of individual or somebody who’s claiming8:49something that they really aren’t.8:51Well, time on site is critical when your8:55when when someone is saying, you know,8:57when your internet marketing company is8:59saying to you, oh, you know, uh, you got9:01200 more visits this month, and you look9:05at it and you see a decline of time on9:08site, then those 200 visitors weren’t9:11really viable. They didn’t help you9:14improve your traffic to your website.9:17and that inter internet marketing9:19company could very possibly be doing9:22something very sketchy to up those9:24numbers and make themselves look good.9:27Another great area within Google9:29Analytics is the search engine9:31optimization area that really gives you9:34detailed analysis of what you’re ranking9:38for and how uh how people are coming to9:42the site and what pages they’re coming9:44to.9:45Mhm.9:46Yeah. Yeah. Well, that that’s really9:47good. Thanks for sharing that. I mean, I9:49I know exactly what you’re talking about9:50as far as uh you know, people pinging,9:52you know, with potentially with bots.9:54You know, you could create a bot and go,9:55″Okay, go ping this person’s site, you9:57know, 250 times. It’ll look like I had10:00brought all this extra traffic, but like10:02you said, it bails within seconds.” It10:04doesn’t really surf or check out any of10:06your pages other than pinging a page10:07itself. And what good is traffic if they10:10aren’t actually really leaving a name,10:12you know, in some type of a form after10:14they visited you? I mean, I loved when10:15people back in, you know, even still10:17today, like, I got a million people to10:19my website. Well, how many names did you10:20get? Um, not that many. Like, well, what10:23good is that?10:25If you don’t know who visited your10:26website, you can’t remarket to them.10:27They’re gone. G, you know, there’s10:29nothing you can do. It’s just not really10:31efficient and effective traffic. So,10:33what there’s no really big deal with10:34that. And, you know, I see a lot of that10:36online. And, and I’m not trying to talk10:38bad about any particular service, but if10:41you’re familiar, you know what I’m10:42talking about. There are good affiliate10:45networks that offer programs where10:48people can self-publish and create these10:50programs. But I’ve been in some of these10:52programs and for what some of these10:53people want to charge you, you know,10:55$500 or $1,000 to get access to their,10:59you know, membership website to teach11:01you how to do Google Analytics.11:04Um, luckily I’ve never paid that kind of11:06money to do it. I’ve had access from11:08other people that, you know, that I was11:09curious that like, you know, do you mind11:10if I take a peep? And I was really11:13disappointed with a lot of the stuff11:14that I saw. A lot of people are just11:15kind of wannabes or they’re taking it11:17and, you know, maybe buying a a book for11:19dummies and kind of falling along with11:21it, trying to hash it out and do it and11:24they really don’t have the working11:26experience themselves. It’s just kind of11:28regurgitating something else. And it’s11:30kind of obvious. You I can see it if11:32you’re an experience marker, but it’s11:34those people that are like kind of the11:35sheep in the field. Not sure not sure11:38about what the what kind of tricks the11:39wolves will pull uh out there but uh11:42it’s definitely out there and that’s11:44what I like you know leading into my11:45next question is that I understand that11:47you know you’re a professor at the11:48school of internet marketing and you11:50know what do you teach and what can the11:52school of internet marketing off11:53obviously provide to people um that11:56maybe are newbies wanting to learn about11:58a lot of different subject matters in11:59internet marketing.12:01Yeah. Well, you know, we’ve really12:03created the School of Internet Marketing12:05for exactly that specific reason. We12:08wanted to have extremely talented12:11individuals that had years of experience12:14that had a broad base of knowledge and12:18offer it at such an an affordable rate12:22that somebody coming in for less than12:25$50 a month would be able to have access12:28to an enormous number of hours of video12:33dialogue from the from the professors.12:36Now I teach the Google Analytics class.12:39We have Facebook uh marketing classes.12:43We have just such a a wide range of12:46classes available. And when you become a12:49member of the in the school of internet12:52marketing within one month, you have12:55access to all of those classes. And if12:59you wanted to if you wanted to sit for13:01the next 72 hours and listen to, you13:05know, hour upon hour of information or13:08if you wanted to take it in over a13:1030-day period or as the site grows and13:14as we add more classes, you know, you13:17can you can continue to be a member and13:19you’re able to uh have a dialogue with13:22the professors and you’re able to ask13:24questions and answers and it really is13:27probably It’s really the only thing out13:30there right now that acts like a real13:33university setting for the for the adult13:37education, the the already graduated13:41bachelor and is now trying to understand13:44all of the intricacies of the of the13:47internet marketing.13:50Yeah, I agree. You know, when I I’ve13:51checked it out and you know, I’ve spoken13:53to now several people from that are13:56obviously the professors. you could say13:58at the um internet marketing or school14:00of internet marketing and um I’m really14:02impressed with the uh the lineup of14:04talent and I mean going back to our14:08question of working with shadowy14:10internet people these people all the14:13people that are represented and part of14:15this school and you know I’d say14:17syndicated organization have been in the14:20industry like you said a long period of14:22time and not only just being in the14:23industry but they’re really actually14:25well known I mean uh like yourself, you14:28know, you have partaken as a guest14:30speaker and you know, Shawn and James14:33and and a number of other people are14:35kind of, you know, preeminent figures14:37within the industry and well respected.14:39So there is social um proof that14:42whatever it is that you all have to14:44offer here collectively together in the14:46internet marketing school is um some14:49really great information that people can14:51feel really secure about in getting14:53themselves educated and up to par on the14:55latest greatest tips, tricks and14:57techniques um online. Let me ask you14:59this. If I was to take a class from you,15:03what would I learn?15:06Well, the Google Analytics class and I15:08really appreciate you, you know, going15:10back to uh, you know, the the level of15:14the professors that are there. You know,15:16of course, I have uh I’m a published15:18author and I’ve I’ve written the world15:21of internet marketing book one and15:23there’s going to be two other books. I15:25just completed a conference last week in15:28Florida, the SFIMA and Pubcon15:31conference. I’m going to be speaking at15:33the Affiliate Summit East 2013 in15:37Pittsburgh, uh, Philadelphia, sorry. Uh,15:40and that, you know, all of that, all of15:42the talent and all of the professors15:44that are there, uh, that’s the level15:46that you’re getting. We all own our own15:49businesses, we all have our own clients.15:51Uh, we’re working very, very hard. And15:54with the Google Analytics class, we I15:57wanted to really structure it so that15:59the small business individual who is16:02overwhelmed on a day-to-day 24716:05work experience that they don’t they can16:09take this little bite by bite and we can16:12show them how to install the Google an16:15analytics. If they’re working with a16:16company, then they can skip over that16:19first hour or, you know, first half hour16:21segment and then they get into the16:25individual areas of Google Analytics.16:28You know, how do you look at your16:29traffic? What are the demographics? And16:32we’re going to build and build and build16:34so that by the time that you’re done16:37with session six, you know, you can have16:40an intelligent conversation with your16:42internet marketing company or you can16:45manage your own analytics and be able to16:47track that on a day by day and month by16:50month to understand how your site is16:52changing and improving.16:55Yeah, that’s that’s that’s really16:56important because obviously how can you16:58make anything better if you obviously17:00don’t benchmark something at first and17:02then obviously make your changes, test17:04test and come back and re-evaluate what17:07things that you’ve done that have made a17:09difference and uh obviously increase17:12your bottom line and optimize. So uh let17:15me ask you this. You know, since you’ve17:16you know you’re doing a lot of speaking,17:18it sounds like you’re kind of on a a17:19summer tour. That sounds like a lot of17:21fun. Uh I’m getting ready to take off17:23here in about a month to head uh to the17:24northeast to a summer family home on a17:27lake in Maine and uh I’ll be at the17:29affiliate summit myself uh in uh August17:33in uh Philadelphia. So are you are you17:35going to make it there?17:36Yeah, I’m speaking there. Uh I’m17:38actually talking about schema which is a17:40very important new development within17:43code. uh it’s going it it is allowing17:46the search engines and many other17:49facilities to clearly understand when17:54you’re doing a search for an apple17:56whether you mean and Apple is just an17:58example obviously but when you’re doing18:00a search for Apple does that mean Apple18:03the food product or Apple the18:06corporation and so schema and I’m going18:08to be talking about this at affiliate18:10summit east really uh needs to it’s a18:13very important to affiliates because18:15they need to be able to as the search18:18engines change and rerank things, schema18:21is going to be one of those critical18:23elements that the search engines are18:25looking for to clearly define what that18:27page is talking about.18:30Yeah. And for those of you listening to18:31the program when we talk about affiliate18:33marketing because I know we kind of18:35start off on Google Analytics. Affiliate18:37marketing is more of a the a segment of18:40the industry of internet marketing that18:42uh you uh build an organization through18:45building relationships of relative uh18:48businesses that can offer your product18:50or services um for a referral fee or or18:54CPA like a cost per acquisition or by a18:56lead or by a click or whatever it might18:58be. It comes in many different formats.19:00So that’s just kind of gets you up to19:02par. Like once again, if you refer to19:04the uh school of internet marketing and19:06we’ll give you that information uh at19:08the end of the program as well as you19:10can refer to the description of the19:11program to see links that will lead you19:13to places where you’d like to visit. So19:15I also understand here Jonathan that you19:18have um like you said earlier in the19:20program. Tell me a little bit about this19:22book, the uh the world of marketing the19:25basics. the world of internet marketing,19:28the basics. It’s it’s really for again19:32that market, that small business that’s19:35trying to grasp what’s going on. How do19:38you as a small business use Facebook19:41marketing or how do you utilize the19:44power of LinkedIn? And all of that is19:47within the book and it really kind of19:50moves you through, you know, what is the19:52website about? You need to define it.19:54You need to have a conversation with19:57Google. A lot of people don’t understand19:59that when they build a website that20:01there are ways and methods that you can20:04have a good conversation with Google and20:06with Bing to alert them as to what is20:09happening on your website and what it is20:12that you’re trying to talk about. And so20:15the book really hits on that. It hits on20:17uh you know elements of uh you know20:20analytics. it re I really tried to have20:23it touch at the very basic level for the20:27individual small business owner to20:31understand what it means to be involved20:35in internet marketing so that again they20:38can have a great dialogue. Now the20:40second book is going to come out at the20:42end of the year and that’s a much more20:44advanced. We’re really going to talk20:46code. We’re going to talk schema. It’s20:49an element that uh you know might not be20:52comfortable for the small business, but20:55it’s another way to have them have that20:58dialogue with their internet marketing21:00firm.21:02Great. Um is there any kind of um I21:05don’t know. I’ve heard on other shows21:07where you actually kind of give a couple21:08free books away.21:10Yeah, I’d love to give a couple. already21:11yank your tail. But I mean, I figure21:13like, hey, you know, it’s a digital21:14book. You know, let’s uh let’s see if21:16there’s any uh listeners out there that21:17want to get a free copy.21:19Well, it’s a digital book, but I’ll tell21:21you what, if the if you have 2021:23listeners out there that email me or21:26Facebook or Twitter me, uh I am willing21:29I will send out that physical copy cuz,21:32you know, I I think physical is just as21:35good as as Kindle or PDF or if they want21:38it as PDF. So they can email me at jg21:42goodmaniard21:44h a l y a r dcc consulting.com.21:48You can uh Facebook the page uh the21:51Facebook page is Howiard Consulting and21:54the my Twitter account is Howiard21:56Consult uh with the just C O N T. So, if22:02you want to contact me, uh just let me22:04know that you heard uh this interview22:07and we’ll I’ll get in touch with you and22:09find out how you’d like to get those.22:11So, the first 20 listeners would be uh22:14who I’ll give that to.22:16Yes. So, this uh I really appreciate22:18that. Uh so, all you out there that22:19heard that uh if you need to hear it22:21again, please feel free to rewind and22:22listen again. And uh you can always22:25reference the description of the program22:27once again like I said or at my go to my22:30website you can always refer to the uh22:33the show page and uh it has all the22:35resources and linkouts um for you to22:38reference there if needed. So I guess22:40we’re at the uh the bottom of the show.22:42I really appreciate uh you joining us22:45here on the show today, Jonathan. And22:47I’m looking forward maybe we can uh you22:49know get together and have a drink and22:51uh meet in person in Philly this summer.22:54Absolutely. And don’t forget that the22:56school of internet marketing is just22:58that.com. So it’s the school of23:01internetmarketing.com.23:02Great. Well, thank you very much and uh23:04have a great uh week, a holiday week and23:07uh thank you for tuning in everyone and23:10uh that’s about it for this show. 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