Online 🌎 With Amr The Internet Guy!
Episode 21 – The Digital Marketing & Optimization special with Amr and Eric
Online! Episode 21:
🎧This is Online with Amr The Internet Guy! The show focuses on entrepreneurs and business owners, helping them become more successful in conducting their business on the web without being stuck with Technology 😱, getting a headache, pulling their hairs out, or buying expensive software!
First of all, my sincere apologies for taking sooo long to get this gem of an episode to you.
It has to be one of the best Podcast episodes that I made to date and I enjoyed every minute of that interview.
This time I was not the interviewer though, Mr. Eric Dingler was!
If you remember in the previous Episode “20” we have discussed marketing and Eric shared some offline marketing tricks that still work wonders to this day.
Here’s Episode 21 – The Digital Marketing, SEO and Website Optimization Special, highly recommended for anyone who owns a website or is in the business of website building, web design and marketing!
PS. This was recorded back in April 2021, and the reference to Google changes in May means May 2021, those Google changes are already implemented 🙂
Here are the topics we discussed:
- Website Optimization, Speed/page loading optimization
- Online advertising
- Behind the scenes of a great website, the stuff you don’t see. (The website plumbing)
- And much more…
=================== In This Episode ======================================
00:04:11 What does “Website Optimization” Mean?
00:06:42 A deeper look behind every website, and the important stuff that’s not “Design”.
00:09:06 Why it is Important to check your site’s compatibility with all Browsers.
00:11:53 Getting your “The Website Plumbing” Right!
00:13:35 Website Optimization 101.
00:16:29 The stark difference between a $500 Website and a 3K+ one.
00:17:43 Building a website is really like Building a House!
00:20:27 Website visitors care about Themselves, not YOU!
00:22:18 Web conversions and why your website visitors leave.
00:26:15 The Importance of Accessibility.
00:28:29 And Domino “my cat” Decides he wants to be in the Video.
00:29:03 ALT attribute? What the heck is that?
00:30:59 The non-techie Biz owners who build their own websites.
00:35:33 The Website Tax credits! Sorry Canada, this is only in the US.
00:37:05 Website Optimization moment of truth.
00:38:48 Why SEO is overrated!
00:41:02 How to get Google to reward you.
00:42:23 ROI and the cost of customer acquisition.
00:49:23 You gotta focus on the “Human” in order to please “The Bot”.
00:51:28 The importance of providing a good user experience that goes beyond design.
00:52:53 Those who “load faster” Win!
00:54:07 Should anyone obsess over Google page speed and GTmetrix scores?
00:55:42 What affects your page loading (website) Speed?
00:58:11 Where to display your “customer reviews”.
01:01:50 Keep your competitors on your radar.
01:03:54 Website optimization Dos and Donts!
01:08:17 WTH is “Render Blocking” that Google is asking me to “Avoid”?
01:09:31 Taking a “balanced” approach is key.
01:12:33 Figure out how are your customers finding you.
01:22:20 A one-size-fits-all ? Nahhhh.
01:22:58 The best plan for optimizing the “performance” of your website.
01:26:35 Gimme all your Cache!
======================== End of Contents =======================================
Links mentioned in this podcast episode 21:
- Book your complimentary website audit by Amr the Internet guy here: https://calendly.com/amrselim/30minutes
- Pingdom website speed test: https://tools.pingdom.com
- GTmetrix website test: https://gtmetrix.com
- Google pagespeed insights: https://developers.google.com/speed/pagespeed/insights
- Episode 15 with Jill Whalen Episode link (mentioned at 00:39:00)
- Cuisine and Travel website (mentioned at 1:03:00)
- Litespeed Technology: https://www.litespeedtech.com
- Litespeed WordPress speed (caching) plugin: https://www.litespeedtech.com/products/cache-plugins/wordpress-acceleration
- Website Asset cleanup plugin: https://en-ca.wordpress.org/plugins/wp-asset-clean-up/
- Divi themes: https://www.elegantthemes.com
Enjoy, and let us know what you think
Get in Touch with Eric:
Online! Episode 21 Video:
Episode 21 Transcription:
Note: This transcript was auto-generated
Online with Amr the internet guy stream it today on your favorite podcast platforms. This podcast focuses on entrepreneurs and business owners helping them become more successful and conducting their business on the web without being stuck with technology, getting a headache, pulling their hairs out or buying expensive software.
Amr The Internet Guy: 0:18
Hello, everyone, and welcome to episode number 21 of online. First of all, I would like to apologize for taking so long with this episode, it’s been almost a month since the last one, and I’m supposed to be doing one every two weeks. So I really apologize for the two extra weeks of delay. It has been very crazy around here with work and many other things in the business. And I wanted to have the time to do a proper video editing so that this episode is awesome for you. Hopefully that won’t happen again. And I’m getting a little bit more help with my business now. So I have more time to do my podcast and focus on marketing, which is exactly what we are going to be talking about today. If you remember in Episode 20, with Eric dangler, we were discussing marketing in general. And I told you that part two is going to be digital marketing or online marketing. So here is your online marketing special. Today we’re going to go over SEO, we’re going to go over website optimization and website speed optimization. And why Google is tying your SEO ranking with the speed of loading or the page loading speed of your website. And what you can do in order to make your website go faster. The system of this episode has been flipped. So I’m not the interviewer anymore. Eric is going to be the interviewer. And I’m going to be the one answering the questions. So let’s get in with this digital marketing special. Hey, guys, welcome to part two of marketing today. And we’re going to be focusing on the online part of marketing. And we’re gonna, this is gonna be a little bit technical, but we’ve tried to make it as easy as possible for the non techies out there. But we’re mostly going to be looking at things like SEO, website optimization, speed optimization, maybe even talk a little bit about ads and stuff like that. So anything that has to do with marketing online, and specifically anything that has to do with your website, and for this specific part. I want Mr. Eric dangler to be the interviewer. And I’ll be answering questions and I’ll get them all wrong. There you go.
There you go.
Eric Dingler: 3:00
I won’t know, just just to be I won’t know that your answers are wrong. I’ll just go Oh, wow, I didn’t know that.
Amr The Internet Guy: 3:08
So yeah, let me just get gt metrics on. Since you mentioned it, I just want to be looking at a page or a test on gt metrics. So okay, well, let
Eric Dingler: 3:19
me let me start out with this. For those that don’t know, what is some of you might be just heard.
Amr The Internet Guy: 3:24
Yeah. What the hell is gt metrics? So let’s not Okay, forget, forget that. I mentioned it now. We’ll come back to it later. Okay. Let’s, we need to reverse. Yeah,
Eric Dingler: 3:34
yeah. I think maybe we should assume that people are listening. And they know nothing.
Amr The Internet Guy: 3:40
Yeah, about that specific, like, the technical part of it. Yeah.
Eric Dingler: 3:45
Yeah. No, I agree. I agree. Okay, cool. So Well, let me let me ask you this, just to add it out of the gate we started out with you know, you hear a lot of a lot of people when talking about their website and as it comes to SEO and you know, pleasing the the mister missus, Dr. google.com. Dr. Google? Yes. So let me ask you from your on your opinion, when we go to attack, online marketing from the perspective of the website, and optimizing the website and all that, what is the What’s our end goal? Let’s start with the end in mind, and then we can talk about getting there. So what’s kind of your end goal with website? So
Amr The Internet Guy: 4:32
every business owner, including myself, wants more clients that does, that’s the reality. So the end goal is that you want more clients. The part that we are different in thinking about is how to get those clients. And in our previous episode, or part one of this conversation, when we mentioned marketing, there was something you said that clicked with me and I hope that people are gonna take notice I’m going to repeat it again, is who’s your ideal client? Because people when they go online, they suddenly want to market to the whole world, they want to market to this globe. And this means unless you’re willing to spend millions, it’s not going to work. So first, you need to decide, who are you marketing to? Who are you sending your messages to? Who do you want to come to your website? As simple as that? Think about it. So, and it’s sometimes it’s hard. Let me tell you like for us, web designers, we can build a website for everybody. Right? So it’s not necessarily lawyers, or carpenters, or doctors or dentists or what does the sky’s the limit? flooring companies? Right. So who do I target is like, except they’re very hard?
Eric Dingler: 5:48
Well, there is one criteria I’ve learned. Because I was I was, I used to think the exact same thing. But honestly, for me now, I, I’m not going to build a website for somebody that’s not going to pay for it.
Amr The Internet Guy: 6:01
Yeah. So that, yeah. So exclude this from your idea.
Eric Dingler: 6:04
Right? Exactly. Like you need to be willing to spend, you know, at minimum $3,000 to start working with get
Amr The Internet Guy: 6:11
a proper website is not yet working with us to have a proper website. Yeah,
Eric Dingler: 6:16
yeah, and get to get to do it right. To invest in your business. That’s just what we found. It takes at the minimum. So So
Amr The Internet Guy: 6:25
since we’re discussing websites, let’s let’s dissect it and put it out in the open. Okay, guys, there’s so much, you know, hype about things that go on a website or things that are related to the website. But there’s also so much that goes behind the scenes that people don’t know about. The reason for this is that you have platform based page builders, and I’m an old school have been building websites from 2000, or even 1999. And let’s go with 1999. It just sounds Yeah. Older. Yeah. 1999. From the last century of
Eric Dingler: 7:04
the 1900s, you were building websites in the 1900s.
Amr The Internet Guy: 7:09
Eric Dingler: 11:01
Yeah, it’s a page they think looks good. Yeah, yeah, exactly. Yeah, that’s and I’ve ran into a lot of clients with
Amr The Internet Guy: 11:08
and their family or their close friends. Have you ever had anyone tell you that your website looks like somebody close to you? Not not in the industry, I’m not talking about us being web designers. I’m talking about the average business owner. Once they get their website, whether they did it themselves, or they hire someone to do it doesn’t matter. If you go to your wife, and ask her, Hey, honey, I’ve got my website for my business launch when she wants to support you. She’s not gonna tell you it looks bad. So everyone is gonna tell you Yeah. And not
Eric Dingler: 11:42
only that they know your abilities. And for your abilities. They’re gonna go wow.
Amr The Internet Guy: 11:46
Eric Dingler: 11:48
Wow. That’s really that’s really
Amr The Internet Guy: 11:50
Eric Dingler: 18:58
Yeah, no, I completely agree. And how I how I say explain it to people is, um, so sometimes a cookie cutter is all you need, you know, for my kids birthday parties. We just need a cookie cutter because all we need is some simple cookies. For our wedding. My wife wasn’t about to settle for something that came from a cookie cutter. You know, she wanted the cake. She wanted a baker like, you know, sometimes you need the baker, sometimes you need a cookie cutter and grandmas, you know, and that that’s okay, because I’ll say this, we don’t publicize this on our website. But we do have a product we call websites Made Simple. And it It starts at $500 goes up to 2000. But you pick a template. We have, we have over 200 templates, you pick a template, we will change the words, the pictures and the colors. But that’s it you There are three blurbs,
Amr The Internet Guy: 20:01
you know, three by three blurbs?
Eric Dingler: 20:03
Yeah, you have to have three boxes, right? You can’t say, Well, can I get a fourth? Now? That’s a custom website. Can I get to now this is a cutter. Now we don’t publicize that. What we do is if somebody comes to us, we’ll price them a custom website, because we feel that’s going to be what’s best for you. Because not only are we doing all those things you’ve mentioned, we’re also helping you crack the words 90% of the time when somebody comes to us that with a redesign their website, they have way too many words on their website. Nobody’s reading that much junk. Like and nobody cares about how old your businesses and when it was found. And yeah, nobody cares about your dog. I did that. Yeah. And you know what people care about themselves. And they’re looking for, you know, like, nobody has gone to the hardware store to buy a drill. Because they needed drill.
Amr The Internet Guy: 20:58
Yeah, they did the hole in the wall. Exactly. They
Eric Dingler: 21:01
needed a hole. They’re buying a hole that that drill, create. Exactly. So it’s the same thing with with websites, nobody’s coming to your website. At first, to learn your whole backstory. Now there’s a place for that, but not on your homepage. So you need somebody that can come and say, for every one time you mentioned yourself on your homepage, you need to talk about your customer five times. Because they’re looking for their ratio. Yeah, they’re looking for a solution to their problem. They’re not looking at you because you’re great. You know, they want to know, can you solve their problem first. And so you need to express that a lot of people use really clever, like, they’ll come up with some clever tagline. And I’ll and I’ll just tell them, I can’t tell by the tagline what you’re, you know, making lives better.
Amr The Internet Guy: 21:55
Are you at Howard? Well,
Eric Dingler: 21:57
yeah. Are you a church? Are you a chiropractor? You could be are you an investment person? like,
Amr The Internet Guy: 22:03
Okay, give me an idea, but I’m not gonna say it on air. So
Eric Dingler: 22:08
you need to you need somebody that come can come alongside and help you craft the words, and all the technical stuff, because nobody’s ever bought from a website because it looked good. Or loaded fast. The words on the website sold them. But people have left your website, because it looked bad or it loaded slow.
Amr The Internet Guy: 22:30
Yeah, exactly. Yeah. So let’s say that again, it is see that one more time. Okay, I’ll
Eric Dingler: 22:36
try. Nobody’s ever bought. I don’t even remember people go
Amr The Internet Guy: 22:41
by. Okay, so people buy from your website because of words on it. Right? Not because the website looked great. Or it loaded fast. But people who didn’t buy from, or people who left your website, is because it didn’t load on time, or it didn’t look great. Or,
Eric Dingler: 23:00
yeah, they audit and they’re like, these people know what they’re doing. I’m not even gonna read their words. So it’s, it’s, uh, I struggle with this, because some people like, you know, content is king, and stuff like that, you know? And the design is second. And I’m like, I don’t know, I think, why do we have to choose one or the design? Yeah,
Amr The Internet Guy: 23:18
the designing both be? Exactly the design makes the content shine like it’s up. Okay, it’s almost every single project that I get, the amount of text that the client gives me is too much to fit on a page. And sometimes when I read it does make sense because they’re explaining what they do in a good way. But it’s just doesn’t belong all in one page, or on one page, or on or in one section or whatever like it. So I have to play around with a lot of mix and match and try different sorts of modules. Do I put it in a blurb? Do I put it in the box? Do I frame it? Do I have a little bit of a background to make some text shine? Do? Do I have any? Do I add an image here, even if the client didn’t have an image here or whatever? It’s almost like, you know, like, we always say, I’m not a copywriter. I’m not gonna touch your content. But that’s a lie. I always thought Sure. Okay, I’m not gonna write it for you. But I’m gonna kind of like, but I’ll coach you on, repurpose it. Yeah, to a way that I think will work better for you on and be after launch. Also, you know, if you’re on a maintenance plan, and we still have this relationship, and we’re working together, we were gonna keep making those tweaks.
Eric Dingler: 24:39
Right, right. I’m just looking for an example here. I’m working with a client and they sent me something their website. Oh, their website, they kept talking three PL three PL three and I went, I have no idea what you’re talking about. And it’s third party logistics. Okay, well, that’s what we got to say. Yeah. You know, how many times people use acronyms on their website? We they talk about? Yeah. Anyway,
Amr The Internet Guy: 25:07
web designers do this to web designers and digital marketers. Yeah. I mean, we always assume that our client knows what SEO PPC. Exactly. And I know that everybody should know what SEO is, but you shouldn’t assume that they know. Right? And it’s not just the acronym like, okay, SEO, Search Engine Optimization, what the hell is search engine optimization, if, if I’m having a website for the first time, or if I like COVID, for example, COVID has pushed many business owners online. Some of them are coming online for the first time. Some of them may not have had a website may not have been on social media before, or may have been on social media only for personal reasons, but they’ve never done anything business related on social media. So if you hammer them with all those details on the facebook pixel, and whatever, they’re just you lose them. Like they don’t know what you’re talking about.
Eric Dingler: 26:02
Amr The Internet Guy: 26:33
How do you know?
Eric Dingler: 26:34
Well, not only that, but accessibility goes beyond and
Amr The Internet Guy: 26:37
it’s legal as well. Right? This there are lows against?
Eric Dingler: 26:40
Yes. Any but here’s the thing. It’s just a social justice issue. Like, why will you just because you may not have to make it accessible for someone. You’re, you’re saying they don’t deserve access? Well, that’s not right. But it goes beyond a lot of people think that, well, accessibility just means for people with disabilities. But what about people with slow internet? Yeah, that’s an accessibility. Oh, God, yeah. What about people that want to access your content in public, and the only way is audio and you’re not providing a transcript or text, where they can’t listen to your thing in the coffee shop, or in a meeting when they should be paying attention? Or in school or whatever? Like, you know, but accessibility goes way beyond the course, people that are blind. Well, your website should be built in a way that’s accessible to to all people. And there’s ways that web does you just remind
Amr The Internet Guy: 27:36
me of something that people often neglect. Just having an alternative, like the alt attribute of an image, like describing? What is the image? Because if I’m, if I’m using audio,
Eric Dingler: 27:49
yeah, and if you’re using a screen reader,
Amr The Internet Guy: 27:51
yeah, so most people have like a really beautiful image, the first thing on their website, maybe as a banner, or as a background of a section, or whatever. But almost every good, nice looking website these days has a big image. First thing, like the first thing that you hear, oh, that hero section, the hero section. Yeah. I don’t know who came up with this name, but it is the hero of the website. Someone who’s lazy. And genius. Okay, so if somebody is not actually in the past, for different reasons, we could switch image loading off in our browser. Yeah, we have a, we have a guest, I think you saw. And so in the past, on slow internet connections, when when we didn’t have broadband, or when we have fast broadband and fiber connections, and whatever, like these days, and we were on dial ups, we would switch the image loading off, so that we can actually read the text on the website and get the information that we want. Right. So everything there had to be descriptive. So instead of the image, you would see the image description, which is what we call the alt or the alternative, the alt attribute. And for accessibility, that’s exactly the same thing. If somebody is using a screen reader, to listen to the content of your website, even if you have no audio, their screen reader will turn the text into audio for them. And then it has to tell them about the images. So it will have to tell them, there’s a logo of company XYZ here. There’s an image of and it has to be descriptive to your business don’t because sometimes, the default setting is woman holding a bell. It’s like okay, what is that like woman holding a bell? You know, but let’s say I don’t know your selling. I don’t know. Anything? Yeah, pizza pizza. Yeah. So you could say Mario Rita or woman holding a margarita pizza box from and then your restaurant name. Absolutely, it’s your website, it can describe
Eric Dingler: 30:10
everything on it. Most most people try to either make it just SEO, or just descriptive for accessibility. The magic is when you do the two together
Amr The Internet Guy: 30:21
exactly is when it has to make sense to the human being to Google, but to someone who’s using a screen reader or, you know, to accessibility in general. And that’s another thing that happens when you use a professional web person, right? In most cases, if you if you go and do it yourself, I’m not going to say nine times out of 1010 times out of 10, you’d have never seen anything called the alt attribute. If you’re a business owner building your own website, and you didn’t study or read about building websites.
Eric Dingler: 30:57
here’s here’s the thing I tell people like, honestly, I’ll just be flat out honest, I’m just always honest, transparent. Pretty much all of my clients, in fact, I would take all of my clients could learn how to do what I do as a web designer. With because with YouTube, I you can learn to do my job. on YouTube, no question about 16 hours. Yeah, you know, you can, you can totally, totally do it. However, what you’re not going to get is the 1000 plus websites, my team and I have built that that cumulative experience. All of the data, you know, we send emails every week for clients, and we see what works and what doesn’t. We do SEO, you know, reports every week for clients and send report, we’re seeing what’s working, what’s not, that is extremely valuable, that you’re not getting, and you’re going to have to spend hours and hours and hours watching videos to get caught up. Do you have the time to invest learning? And then turn around and do what we do?
Amr The Internet Guy: 32:05
I just do it once because you’re not gonna switch and become a web designer yourself? Are you? Yeah.
Eric Dingler: 32:10
Now take take how many hours? And and I’m talking, you know, first realistically, you know, 100 hours and multiply your hourly rate, how much do you need to make per hour as a business owner to survive?
Amr The Internet Guy: 32:26
And that’s actually I’ve had somebody very nice girl, Erin, HeyErin!, who has a great website, a great looking website that she did on Wix that she did herself, right. But when I asked her, she laughed, and she said about 120 hours. And I said, Okay, are you sure? said oh, maybe a little bit more? And I said, Okay, and what’s your hourly rate? And she said, Well, I don’t have an hourly rate. I said, wrong. You do. But yes, if you spend this time, looking after your clients or communicating with them, or networking, or, or doing your accounting or, or having fun with your husband and your son and your dog, whatever, there is a cost involved here, so it’s not free. And she said, Okay, let’s say 50. And I said, Okay, do the math. 150 hours or 120 hours times 50. How much did your website cost you? And it’s still on Wix, you can’t move it, you can, but it’s going to cost you to move it. And you’re going to have to rebuild it again. And every single blog post that you have there on Wix will have to be done in a copy and paste because Wix doesn’t allow you to export anything. And every image is going to have to be like, you know, it’s not easy. You built your business on somebody else’s network. It’s like, it’s like operating a business out of an Airbnb. Yeah, yeah,
Eric Dingler: 33:58
no, I can’t believe it. And here’s my thing. And I and I help clients try to see this like $50 an hour. That’s not a long term survival plan. And if it needs to be your sole income, that’s about $96,000 a year. All right. Now, let’s take out 1520 25% for taxes. How about health insurance have like, honestly, as a business owner, you can’t survive on $96,000 in total income for a year for the long haul. If you’re going to also support a family $50 an hour is not I mean, you need to be making at minimum, I think depending on where you live in the United States and Canada, though, I’m going to say you probably need to be making close to $150 an hour. So take what take your ideal salary divided by, you know, 52 divided by 40. There you go. And that’s if you want to work 40 hours every single week, which I personally don’t
Amr The Internet Guy: 34:59
and do you want to spend 100 hours of those hours. Yeah, now you’re trying to build websites for something that you’re going to do for your business for yourself.
Eric Dingler: 35:07
So what’s the opportunity cost $15,000 or 3000. Like, you got to do the math out that way for it for it to make sense. And then the the other thing is, I don’t know how this works in Canada, but in the United States, if we have a client that comes on, and we build them a website, and let’s say we quote them, $5,000, I’m then able to tell them, Hey, tell you what, if you spend $10,000, on this website, and we take 5000, like I quoted you five, if you spend 10,000, and you get a website, that’s x that meets w three c standards for ADA compliant, you know, we help you become excessively compliant on your website, including transcripts for video, you know, all of this, you know, stuff if we do all these things, and put the code in there, right? If your business meets certain criterias, you know, a million dollars a year under 30, employees, things like that, like we send them this thing, you can get a $5,000 tax credit, if you submit this form with your taxes. So you’ve spent $10,000, but you’re gonna get 5000 of that back on your taxes as a tax credit, you get a $10,000 website for $5,000. That’s cool. Now, you’re not going to get that if you don’t use a professional. I feel like we’ve drifted away from it.
Amr The Internet Guy: 36:28
Yeah, but it’s it’s See, but all these little things that we’re talking about, are actually components of a website. Yes. So let’s bring that to what do you want to talk about first optimization, I want to talk or optimization as an SEO, we’ve touched over the two I
Eric Dingler: 36:47
think we can talk about both with this idea, because this way, I don’t want I don’t know how long you want your things last year. But here’s the thing. I let me ask you true false, and then you can you can go off on this, because I think I know what your answer is going to be. Oh, god, I’m going to get it done. And I don’t think so. So would you say true or false? There are plenty of people out there that from a marketing perspective, try really hard to make SEO and optimization of a website. sound very complex. Okay, true. Yeah. I thought so. So, in our experience, you know, if you’d put the foundation in for SEO, your website’s going to do really good over three to six months. It takes it takes time. Yeah. But what I don’t know about and what I want to hear from you about is, I believe I’ve been falling into a myth that optimization on a website is really hard and complex. And I’m learning from you that it’s not as hard as it really yeah.
Amr The Internet Guy: 38:05
It’s Well, I mean, it’s common sense. I don’t know if it’s because I’m a techie but or something else. But let’s just like go back a little bit. We’ve we we’ve been discussing this today. What’s the goal of a website, the ultimate goal is to have customers or clients. You want to be communicating with your ideal customers. And this is what we’ve been saying. Now, the next part is, where would you find this ideal customer. And in part one of our conversation, you’ve given us so many ideas about how to communicate with your ideal customers in a unique and and in a good way that actually will make them remember you or remember your communication. Now, if you take this and try to apply it online, as well, so most people, they get over invested in SEO. And I personally, I would have to say and that’s just my opinion, I could be the worst person in the world that has this opinion. But SEO is way way over rated. Let me say that again. SEO is over rated. Your life does not depend on Google, your life does not depend on social media. Your business does not depend on SEO. Like completely. It’s not like if you do SEO bad you’ll have zero business. One of the examples like the latest episode that’s already published of this podcast, a very nice lady from New Jersey, she’s a personal trainer. And when COVID hit, they had to close the place where she was training. She went online and she became very successful, and she has way more business than she ever had. She is way more successful. She’s making double or triple what she used to make and till date. She has no website. No zero, no website, no social media, nothing. What I meant by going online was on zoom, she stopped To train on zoom, and she’s using her email to connect with people and SMS messages. So there’s some use of technology there. But it’s not SEO and pleasing Google, and her business is doing fine. Okay, if she does the other stuff, if she does SEO, she may be able to grow even more. If that’s the goal, if that’s the target, maybe she needs more time to spend with the family, maybe she’s okay. With the amount of business she has. Now. Maybe she wants to do the rest of it as a contingency. But it’s not urgent. That’s fine. It depends what your goal is. So thinking SEO only, for your business or for your marketing is not the right way. The other thing is search engine optimization. Okay, why are we trying to please, Dr. Google, because it’s the dominant search engine is the dominant everything loyal, Google owns YouTube. And and this also makes your job a little easier because Google loves its own properties. So if you produce content, and put it on YouTube, it helps your SEO. Right? See, I didn’t say anything about ads, I didn’t say anything about keywords, just produce content, produce authentic, real, good content that people will enjoy, real people will enjoy. Google will reward you work to please Google, you will not get the reward because they’ll change their algorithm. And when you’ve been ranking that high, you’re gonna get down low, only because you’re trying to work with the bot, not with the real person. Now, what else? What else does Google own Google Maps. So if you get customers leaving your reviews on your location, and Google Maps, which is called Google My Business now, okay, Google loves that. And then your ranking will improve. If you write and this is some people don’t know about it. You can write blog posts, on Google My Business, you can share your, whatever blog posts you have on your website, you can share this on Google My Business, you know, copy, paste, whatever, and then have a link that goes back to the actual post on your website. And Google sees that you’ll be rewarding. So it’s not as complex and it’s not as hard and you don’t have to spend on advertising. Right. The next one is, should I go and hire somebody to spend? And if you remember, we’ve had this example already, in the in the first segment or the first episode of our congress conversation, should I spend 15 $100 a month on SEO and paid ads? Well, it depends. What’s your cost of acquisition? And what do you think is fair or reasonable? If you’re going to do like the the example of the lady that I told you about, we’re spending 1600 to get 300 in sales, by all means, don’t do it. If you’re trying to launder money, it’s another thing but
Eric Dingler: 43:04
but there are times it’s I have a I have a client. There are a large realtor in three states last year, they did a billion dollars in service, they pay more than 15 $100 a month in SEO. But they did a billion dollars in trade over a billion dollars in trade.
Amr The Internet Guy: 43:23
Yeah. So it’s the cost of acquisition and the life, the life cycle of the customer, right with you how long that will stay with you. And how long does it stay as a customer as a paying customer, if you have any upsells if you have any upgrades of you know, if your services change, and you make new services, and they subscribe to your new services and the whole lot. So it really you have to do it. First starting with your goal. So don’t start with your budget. Start with your goals. Don’t say, hey, I want to spend $300 a month on SEO, let me go and find somebody who’s going to take this money and help me is not going to work, you’re going to end up working with somebody 5000 miles away who doesn’t know anything about your business is going to take your money by some ads. And that’s it, call it a day. Yeah,
Eric Dingler: 44:07
if your goal is traffic next month, you’re always going to be frustrated. Yeah, with SEO, it’s you. It’s a long term game. So
Amr The Internet Guy: 44:16
you have to grow your SEO organically. But in the meantime, in the meantime, do not neglect the humans. So spend time to connect with people spend time to speak with people spend time to meet network, even if you’re shy or an introvert or whatever. Just like find a comfort zone, find a place in your local community where you feel comfortable. Hopefully, you know, we’re all going to get vaccinated and COVID is going to disappear or not be as as as scary as it is. And then it just becomes like a regular flu. And we can all meet again, and we still can be like reasonable like sits a little bit far away and whatever. But anyway in my opinion to time and money spent speaking with people, real people is way better than time and money spent trying to beat SEO, there’s always like beat your competition by just using SEO. And again, unless you have a big budget, and you’re making so much money out of it, so that it makes your cost of acquisition quite low, because like, Look, as you said, somebody is making a billion dollar spending 30,000 not a big deal. You know, it’s what percentage wise is very low, right? But somebody’s spending $10,000 to make five, they’re losing somebody spending 10 to make 10, you’re breaking even you haven’t done much, right? You know, maybe, maybe just maybe, if you’re just breaking even is good, because some day awareness is growing. So that’s the only good thing about it. But if you’re not making money out of, you know, and you have to have a good, clear way to measure, and I shouldn’t be the one telling you how to, it should be the person you’re hiring, to do your SEO for you. So and that’s why I say I don’t do SEO, I do SEO coaching. I’ll teach you, you do it, you take care of your business and your marketing because no one can speak about your business better than you, Mr. And Mrs. Business owners. Right? Yeah,
Eric Dingler: 46:19
no, I I completely agree. I completely 100% agree. And and here’s, here’s I think the key to all of it, you have to understand Google’s business model, and what they want to accomplish. What Google wants to accomplish is getting eyes on ads, the more eyes they get on ads, the better. Well, how do they do that? Well, you got to take a step back and wrestle with the principle behind the practice. There are a lot of ways to get eyes on ads. But the way you get people to come and look at them over and over and over and over all on their own and not forcing them to do it is answering the questions they ask the first time they ask it. So if the reason people like using Google is because when you go and look, how much does the average elephant weigh? You get the answer right away. Right? So every time you ask a question, you get the answer. The next time you have a question, you’re gonna go back to that source, Google stops delivering the answers, or somebody else starts to elaborate it better, because I’ll tell you something. I’m in some areas where we’ve moved away from Google and we ask Alexa, because yes, it’s easy to ask Alexa. I don’t I don’t even have to type anymore. All right. So Google is all about answering questions. And delivering content is long. I love
Amr The Internet Guy: 47:44
that. So when you
Eric Dingler: 47:46
deliver the answer to people’s questions, and Google sees that and sees that people like your content, that means people are likely to come back to Google, Google doesn’t care if people come back to you. Google could care less if somebody came back to my website a second time. Google cares if people come back to Google a second, or third or fourth or fifth time. So when I think of the humans behind the numbers, and I deliver content for them, and Google sees that, now Google goes, Well, I want to show his ants I want to show her answer
Amr The Internet Guy: 48:20
again. Exactly. So in the past, it was all a technical thing and algorithms and bots. Why? Because Google, we’re building this massive database. What’s the best way we
Eric Dingler: 48:33
knew how to measure it the time?
Amr The Internet Guy: 48:36
Yeah. But at the time, also, like when we started, you could soil your web page with the keyword all over the place that makes us make
Eric Dingler: 48:48
the same color as your background. And so human eyes can Exactly. So human
Amr The Internet Guy: 48:53
eyes can see it. But down there at the bottom of your page is full of like, web design, Virginia web design, Baltimore web design DC, like, everywhere, right? Or maybe it was just web design, Virginia, repeated 100 times, because that was the way it is they the algorithm used to just count how many times the keyword has appeared. Now Google is moving it no is moving has already moved. It’s moved like maybe two years ago, towards pleasing the human beings, not the bot. The bot doesn’t need pleasing anymore. The database has been built already. All what they’re doing, they’re just updating it with the latest stuff. So if you’re an expert in your industry, and you have content that’s very relevant that people actually like, and Google can see and feel that you know, people like your content, you will rank higher, even if you spent zero money on ads. Right. So this takes us to the change that’s coming. There’s a change That’s coming that Google are going to be implementing this May, this coming May. And this change is having a lot of people going round and round in circles. And I think majority of I think
Eric Dingler: 50:11
it’s an I think it’s important significant to say that this is the first time they’ve telegraphed a major change in the algorithm ahead.
Amr The Internet Guy: 50:18
They did before but people ignored them. This time when the telegraph they had they put it in a way as such, you’ll be losing if you don’t take action now. Because before they used to tell you something like, if you want to rank higher, do this one, I don’t want to rank higher, I’m not gonna do this. Now they’re saying, if you don’t do this, you lose. I was like, No, I don’t want to lose. So I think the wording was a little like, you know, and they didn’t say they didn’t say exactly, you lose, but they said like, it will negatively affect your ranking, and that they even didn’t say, what type of ranking? Is it SEO ranking? Is that another ranking? Is it you know, best website in the world ranking, I don’t know, that just said the word ranking. And and the majority of people who are now stressed out are web developers and designers, because their clients are now calling in and sending emails and saying, I don’t want to lose, do something for me, I need to fix my website. So the there are many changes that are happening. Basically, Google wants to focus more and more on the user experience, who is the user, the user is your website, visitor, the person who is going to come to your website. So what they did in the past few years was things like is your website secured with an SSL certificate, and then you get extra points for having an SSL, if you don’t have an SSL, you don’t get the extra points, your ranking is a little bit lower, then. So if you and your competitor equal, you have an SSL, your competitor does it, you rank higher. So both of you are pizza restaurants in the same locality, the one with the SSL wins at the time, and then take it a step further. If the both both pizza restaurants in the same locality, they both have SSL who wins the one with more content, relevant content wins. Okay, now take it a step further, what’s coming in May, they both have great content, the content is liked by their clientele. They both have SSL, they both have a good responsive website that works well on mobile, they both have good colors accessible. So like they’re kind of equal, who wins the one that loads faster than the other. So that’s, so they keep going one step further. And then if everything else is equal, who wins? Well, there’s the next. So when we talk about the user experience, you could have the best website in the world with the best content in your industry. And people love the content that you have, right, but your website takes 10 seconds to load. For a new user, who found you somehow, whether found you by Google or was referred by a friend or whatever, someone found your website somewhere. If they click, and it doesn’t load within like, kind of three seconds, they’re probably gonna leave. Like it depends how invested they are, like, you know how strong the referral was, if they’re coming from a friend, they someone they trust, and they like that, probably wait. But if they found you on Google, or social media, or just a referral that wasn’t from a friend, as a friend, like somebody said, Oh, why don’t you go check this company? Right? If your site will not load within three seconds, they get bored, and they leave, they just click away. If they find you using Google, they still have the page that has the results, they click on the next one, which is your competition. So that’s what we’re saying. There’s the change. Now, our good colleagues, friends, competition, they’re getting worried, and they’re over obsessing with the scores, the tests. So there are so many tests that you can do to test your website and see how long it takes to load. They’re virtually there’s like hundreds of them, right? If you’re a non techie, you’ll use a test that just gives you the loading time in seconds. So you know that your website takes four seconds to load or five seconds to load. So you know, now what you need to do, you need to, you know, cut down the time to load from five or four seconds to three or below. If you can do it in two seconds, that’s even better. Right? And that’s it like in my opinion, this is ABC speed optimization. Just make sure it loads within the time frame that is good for the human beings visiting your site. Now Should I obsess because different tests, there’s Google PageSpeed. There’s web dev test. There’s gt metrics, the name that we mentioned in the very beginning today, right? And then these tools, they give you a ranking abcdef. And it makes it look like oh, my God, I’m failing my college, you know, you get an F, or you get a D. And they take into consideration. So many things. It’s not only your, your web site loading time in seconds, it’s how much code is there? How much time does your code take to execute? How many things are linked to your website? And people sometimes think, oh, I’ve got nothing linked on my website. What do you don’t know that if you use Google fonts, your fonts are coming from Google, your fonts are not on your website, they’re actually on Google. And when a user comes to your website, there’s the request that goes to Google to bring the fonts to the page so that they display correctly, right, you don’t know that. If you have reviews on your website that come from Google Maps, or Google My Business, and you use a plug in to bring these reviews, the text and the stars of the reviews and the photo of the customer in the reviews come from Google and get this because I have this on my website, I just didn’t have time to do it yet. The image that comes, you can control the size of that image, like so I’m using a plug in that links to my Google, Google, my business brings all these reviews, I have zero control, I have control on the display size. So I can display it in a certain way, within my website, and it looks uniform with the design. But I can’t actually decide the size of the image that comes from there. And guess what? It comes as big and then the browser resize it, which is not optimized. Right. So what I want to do, I want to get rid of the plugin, and I’ll just copy them. The problem with this is that you get busy and you get new reviews, and you have no time to copy the new ones. So you only have so I mean, using the plugin is good because whenever a review hits Google, it appears on your website automatically. So it has its pros and cons.
Eric Dingler: 57:14
Yeah. But wouldn’t wouldn’t know potential workaround for that be to not have that because what what page is Google testing? is usually
Amr The Internet Guy: 57:26
they test all the pages, right? But usually we focus on the homepage, because this is when somebody sees your website on your business card. That’s where they’re going to go racism network or whatever. But Google being Google, of course, they see every page on your website, and some other pages could be mega, fast. Brilliant. And you’ll figure out if you’ve been in business for some time, that you’re probably ranking for keywords on inside pages, not on the homepage, right?
Eric Dingler: 57:56
Yeah, no, that makes sense. It makes sense. So a workaround would be why couldn’t you create a reviews page, use that plug in on that page, and then have a link to it? But then on the homepage, on the home page, have some strategically copied ones
Amr The Internet Guy: 58:10
Eric Dingler: 58:12
don’t need to change and then updated review. Because the best place for reviews from a conversion standpoint is besides ever a call to action? So yes, because if somebody goes to waver that call to action button, but then they see these five stars, or these four
Amr The Internet Guy: 58:29
voices, then because people like your surveys, so
Eric Dingler: 58:32
actually 4.7 would probably convert better than five, believe it or not, but you know, you have some stars there a person they Okay, yeah. And they they click it? Well, you don’t need a plug in. They’re showing every single one Exactly.
Amr The Internet Guy: 58:45
But that’s my point. There are components that come from outside your website. So no, that’s good. The more you eliminate them, the higher your optimization ranking will be. You can’t eliminate everything, okay. And then sometimes when you look at the the outcome of the test, you’re doing like Google PageSpeed. Well, I just said a little while ago, Google the love their own technology and their love their own properties. Google owned the browser, called Chrome. Chrome has specific type images that they love, which is very modern, very new is called web P. So if you go and convert all the images on your website, to web p format, Google will love you more, you will rank higher on the Google PageSpeed or the web dev test. But and this is something I learned the hard way when p is not yet supported in full by the Safari browser. So if anyone is using Apple on iPhone or or a Mac Book or whatever, which is a lot. Yeah, which is a lot. Either one of two things will happen. So if you switch all your images to or convert them to web be Just a score higher, and your in your page optimization was going to happen. For a user who comes in with a Safari browser, one of two things, either they will see no images at all, which will make your website look bad. Or your website will take longer to load for people with Safari, because it’s going to look for the alternative image, which is still as jpg, or GIF or another format, other than web P. And most of the plugins used to convert to web p, they still keep, of course, the older version of the jpg, and PNG or GIF, or whatever it is that you’re using, to use when somebody comes in with a browser with a browser who doesn’t support it. But this will take time because first the detection of the browser happened, then the detection of the size happen, then the detection that happens that says whether this browser can see and load what p or not, then you go and fetch the image and give it so here you’re going to be losing another, I don’t know, a few seconds. Right. So how is that?
Eric Dingler: 1:01:08
So at the end of all of this, you may use a tool. And you may get a bunch of terms like you know, render blocking, or
Amr The Internet Guy: 1:01:19
render blocking access portant. Let’s talk about this. Before you talk about
Eric Dingler: 1:01:25
it, Mike, my question is, if you get all of those things, and the GT metrics gives you an F, but your page load is 1.2 seconds.
Amr The Internet Guy: 1:01:35
Yeah, yeah. Who cares?
Eric Dingler: 1:01:38
Like the experience that you’re delivering? Now? If you are, you were may, I guess, come into play? Is it would be good to check your number one. Number two, number three competitors. Yes,
Amr The Internet Guy: 1:01:52
indeed. So this is exactly you got it. Like I didn’t have to say, Have you got it? You got it on your own. I was guessing. If, okay. If you’re in a very, extremely competitive niche, or niche, if you’re in the UK, I am mixed. I can say niche and niche. lanisha sounds French. The Nisha Misha, I’m gonna
Eric Dingler: 1:02:16
say it the right way and say niche, I’m not a qualified
Amr The Internet Guy: 1:02:19
Eric Dingler: 1:18:54
Yeah, no, that’s good. That’s all really good stuff. That’s fantastic. So I think so I know, people are freaking out over this. Not everybody. You know, a lot of people are really freaking out. And then there’s a lot of shysters out there that are trying to make this sound worse sound like a bigger deal, because they’re trying to take your money to do something that, you know, you may need to spend a couple $100 there’s, there’s no doubt about it. Because it does take
Amr The Internet Guy: 1:19:22
Yeah, if you’re not, you don’t like back and even if you’re a techie, even if you’re a web designer, right? Do you really want to spend your time fiddling with DNS and PHP configuration and back end stuff, right? And going to the lightspeed server and ensuring how it works on your hosting, if you have the time to do it, if you don’t find someone who can do it.
Eric Dingler: 1:19:44
Right. Right. Well, I mean, I own a web design agency, and I don’t do it for my websites. I hire you to do it. Because it’s not
Amr The Internet Guy: 1:19:55
Yeah, guys. We have a vested interest here. So I mean, yeah, no, I mean, It’s a guy, I enjoy the weird stuff that people don’t because of my it background, and I love it because I used to set up email servers, like we we used to host our website and our email, in house in most of the companies I worked for, between 2000 and like 2000, and maybe seven or six.
Eric Dingler: 1:20:21
See, I don’t and I don’t like it. I like the marketing, the messaging, the words, the conversion, the, you know, the data, the people not that you don’t like the people. That’s I’m saying, but I don’t like the technical side of it.
Amr The Internet Guy: 1:20:37
I use it as an enabler. I love the people. And I think technology is there to help the people. And that’s why we’ve been like, in all what we talked about today, we’re saying, focus on the human focus on your customer, not on Google, don’t neglect Google, but don’t make it your main focus. That’s what I’m saying. None is I think, so what I do, there is technology. There’s so much technology, like I go to bed, I wake up, there’s a new technology, and I love getting my hands on technology playing around like, in the past year, I have tested every single hosting option, the risks in hosting everything, you know, the things with the strange names, like the droplets, or whatever. I’ve had digitalocean have had AWS hosting, Google Cloud Hosting Microsoft hosting everything. And even sorry, vulture hosting, hosting from companies I’ve never heard about hosting from companies that we all know, like siteground, and you know, oh, sorry, and Hostgator and whatever, only because I want to play with the technology. So I know which one will work for me, which one would work for my clients and which one would work for what I’m trying to do. And I spent hours and hours. But it also gives me the experience because when someone comes to me with a broken website, for me, it doesn’t matter what their hosting is. I’ve tried them all. So I can get in and login. And I know it’s a familiar, it’s suddenly familiar waters for me, because I’ve been there before.
Eric Dingler: 1:22:06
That’s cool. And I think the thing to keep in mind is, I think, because what I tried to always look for and then I realized it was a myth. And I think a lot of other people try to look for is you people will just want to know, well, what do I have to do? We know you’re all this stuff. But you still haven’t said, What do I have to do. And I think that comes down to the fact that because every website is different and unique. There’s a recipe that’s gone into that website, it depends upon your hosting, the functionality of your website, the design of your website, all of these different things that depending on that unique mix of stuff, your optimization that there’s some principles, but the actual optimization is going to be different website to website to website.
Amr The Internet Guy: 1:22:57
Yes. If you go back to the web, to the house analogy. This is your foundation and your framework. Right. So everyone has, although we all use the same framework, which is WordPress, but we all have different themes and different plugins that write different code. And for the same thing that you’re trying to do, there must be a plugin that doesn’t better as well. I mean, every website has a contact form. Now, most of us Nowadays, most of the people I know personally use Divi as their theme of choice. Now when I use Divi, I don’t use a plugin for a contact form, I use the contact form that comes with Divi. It has its pros and cons. Many people like to use Gravity Forms or something else, by all means do it, that’s fine. But when I go and inspect websites that need to be optimized nine times out of 10, there’s more than one plugin for a contact form. So there’s an older plugin that they forgot about. It’s still there is still loading its code. Yeah. Right. So you may have some redundant plugins there. So every website is different. Some things work for all, as an example, when you use a caching plugin. Yeah, that’s step number one, put the caching plug in there, let it cache your images and, and some of your code let it minify your CSS. One thing that I have to mention here, and it’s very technical, but since so many technical people and many web designers are listening to us, if you see the word asynchronous load CSS asynchronously, and you use Divi do not load it asynchronously, it will remove all your Divi animations. So don’t do that. It’s a good thing if you’re not using Divi, but for Divi don’t do the asynchronous one. Okay, well,
Eric Dingler: 1:24:51
what about that? I mean, you know, cuz some people have in their Divi Theme builder option for those that use Divi and You know, there are plenty of people that don’t use Divi. But you know, in the theme settings, you could have checked on there to minify.
Amr The Internet Guy: 1:25:07
Don’t do it. No,
Eric Dingler: 1:25:08
yeah, you see it. And that’s the thing, I see that a lot of people get it, and they’ve checked it. But then they’re using a caching plugin. And then they’ve got a server set up. And now it’s just now there’s more of a mess.
Amr The Internet Guy: 1:25:18
Yeah, exactly. Because you have three types of cars, they’re all different, they don’t talk to each other. And when it comes to the browser, when the user visits your website, the browser doesn’t know which one to use. Right, so don’t do multiple caching as well. Like it doesn’t serve any purpose. It doesn’t make it
Eric Dingler: 1:25:35
now because it’s creating different files. And you know, it just starts to really become
Amr The Internet Guy: 1:25:40
Eric Dingler: 1:26:19
Yeah, static CSS file, exactly,
Amr The Internet Guy: 1:26:21
thank you generate static CSS files, you don’t want that. If you’re using a caching plugin, if you have zero caching, plugin, use that. But if you’re going to use any caching plugin whatsoever, and for for the non techies and the business owners who are listening to us now thinking like, what the hell is cash, I’m not talking about money, by the way, it’s nothing and I want, I want more of that, I want more of that, yeah, I want more cash. It’s a way to speed up your browser. So every time you visit a website, some files get downloaded in a temporary folder on your phone or your computer. That makes it way faster, the second time you visit the same website. So this is the technical term for it is called cache. So what happens is that you get, you know, like some of the images on a website, they are actually downloaded to your computer, they’re in a temporary folder, even though you don’t see this folder, or maybe you don’t know where it is, they’re there. So when you go back to the same website, your browser is not going to look for the images. Again, it will use the images that are already on your machine. So this saves a few seconds, makes the website appear to be way faster. That’s called a cache. So web designers, what we do is we use a plugin to create this cache. We created on our server, and then we give it to the user once the user comes to our website.
Eric Dingler: 1:27:56
Yeah, yeah. Cool. Good stuff. Man. I have learned a lot. There’s a lot of things I had never heard of before. So
Amr The Internet Guy: 1:28:07
we need more cash. You’ve heard that before. We need more guy.
Eric Dingler: 1:28:11
My wife. I hear it every day. Hey, mister small business owner, man, we need more cash. So yeah, now very cool. Well, thanks for sharing this with me. And for everybody else. I think it’s fantastic stuff. It, it can definitely seem very technical, and complex. But the key is find a partner you trust and find a partner that lets you know, this isn’t that hard. It’s not that big of a deal. We can make we’re gonna make this work.
Amr The Internet Guy: 1:28:43
Yeah, take a phased approach. Don’t try to do it all at once.
Eric Dingler: 1:28:46
Yeah, that’s true, too. That’s a really good approach. Yeah. And just start with a speed test.
Amr The Internet Guy: 1:28:50
Yes, test that figure out how, like, Okay, I’m going to put the link some of the links that are used some of the tests that I use, I’m actually just let me give you the easiest one, the quickest one, it’s called pingdom. While the company that owns owns it is solar winds, you’re probably aware of it now since they got act, but it’s a big software company. And it’s called pingdom. So the website is tools.pingdom.com. I’m gonna publish the link below the episode this episode. Cool. And of course, you’re going to find in transit studio link, human talents, language, the name of my company, and anything that we discussed in this episode. I’ll just give you the link there and how to contact Eric as well.
Eric Dingler: 1:29:38
Sounds great, sir. Well, thank you very much.
Amr The Internet Guy: 1:29:40
Thank you, sir. Have a great day.
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EP3, Tips and hacks to make your website a success
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