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The Secret to Ranking on Google: Content

 

 In this week's episode,

we discuss one of the ways Google uses to rank a website over others.

The answer? Content!

Two strategies we discussed:

Type into the Google search bar site: magnifiedmedia.net and LSI generator

Jamie:    Ooh. All right. I'm so excited about this topic this week.

Adam:    Ah, great. Good to hear, Jamie.

Jamie:    All right, so would you like to tell everyone the topic I asked you earlier about [inaudible] sure.

Adam:    Welcome everyone to another episode of local SEO intent we're going to talk about today how you know whether to outsource your online marketing or whether to hire an in house person. So I know there are some medium or larger size companies that this is basically as your company grows your, something you're going to have to answer, you know, is it, is it more important or more efficient, a better use of your money to hire someone in house to do the, to do the marketing, or is it better just to outsource? What do you think Jamie outsource next week?

Adam:    Well, obviously a little biased on our end, but there's a bunch of reasons why for most companies outsourcing their marketing makes sense. So there's obviously the cost savings. Generally I'm in the Bay area. For example, if you're going to hire a marketing manager for your company, you're going to be paying them upwards of a hundred to 150,000 a year. That's for somebody who is skilled. We're not talking about your, you know, an intern or just because they're 22 and know how to use Snapchat, they're suddenly know what they're doing. So a skilled person, somebody who knows SEO, who knows how to make a webpage, how to post and when to post. I create content for social media, stuff like that. That person is a highly sought after and the reason they're highly sought after is because the, the return on that investment is so large.

 

Adam:    However, an agency is not going to cost you a hundred to 150,000 a year. So that is one of the major, major benefits of outsourcing. Oh, and you said marketing managers, so that would imply that they're managing people as well? Yeah, you'd think so. But a lot of times they, they title that position marketing manager and it just means a full time person who's creating content for that company. So they might be managing the 22 year old Snapchat intern. They might be, or depending on that 22 year old Snapchat person to be able to, to actually create content. Right? And that's, that's a big risk to take. But we do see that. And I've definitely been called into help larger companies and we'll, we'll talk to their marketing manager who's been there for years and years and years. And unfortunately, when you've been in a position for years and years and years at that company, you know, your hunger to learn new techniques to stay on top of basically the ever changing landscape of what we do.

 

Adam:    It, it's a lot to do and you know, you can become complacent in that job. And when that happens that doesn't help the company. Right? So there, that's where somebody like us you hire an out, you outsource your marketing to them. They are definitely much more motivated to produce and to give a return to that company. Why do you think that is Jamie? Because they want to be brought back. And that's right, because we don't want to be fired. It's way easier to fire a, an outsourced vendor basically than it is to fire a, an in house person. So once you hire them that kind of the, the way to let them go, if that road is a lot longer than an email

 

Jamie:    And in California, Ooh boy, it's not easy to fire people,

 

Adam:    Definitely not. And so however, if that agency isn't doing well or you're not meshing with them or don't like their products, then you can move on. And it really is that simple. The interviewing process for an agency shouldn't take more than a few weeks, and if you interview a couple or three or four, you know, do the research, check their online reviews, you know, do some research. Just don't call the first one that you see or you know, your friend Bob recommended. Do some research, maybe find a podcast if they're a list, if they are producing something like that, go to their website, look at the content they're creating, see some case studies, stuff like that. Okay. Yeah. Yeah, that's good point. So another reason you probably want to consider you'd consider an outsourced agency is because you don't have to worry about vacations. So that's a big thing. You know, an employee leaves for a vacation that can impact their production. Obviously for an agency, that's something we budget for, right? So I have seven people now who if they're taking a vacation, we can cover for them. If an individual team member can do that,

 

Jamie:    Really are you ready for a curve ball question, sir? Bring it up. All right. So with one of the big arguments for having an in house person is that when they're in house, you really have control over the passwords. Sometimes I've heard horror stories with agencies where they get fired and they take all the passwords with them and they hold them hostage.

 

Adam:    Oh my gosh, that's terrible. Well I know in our contracts that would open us up to a giant lawsuit. So we don't do that. And actually in house what we have we have super high basically it's called keeping our password security. So everything strict and all of our employees have a two factor authentication. They're all basically firewalled from if they're let go, it's a click of the button to turn off their access to everything. For us, when we, when you take on an agency for your company giving the agency the access like on Facebook or on Google is really a, an easy process. And of course you don't want to give anyone ownership access to your business profiles. But that's, that's, you know, I've come, I've, we've taken over businesses where that's happened in house or the person in house who set up some account now as the owner of that account and never never did what they were supposed to pass ownership of that account onto an actual owner or a senior executive in that company or in that business.

 

Jamie:    So you'd recommend that the, either the employee or the outside agency is not the owner of the account? Oh, never. Okay. Yeah, that's, that's a, that 22 year old Snapchat.

 

Adam:    It's a no brainer for me and for us. But that keeping everything separate is, is just basic security. And yeah, usually what happens when we take over an account, we create a master password sheet sometimes, and we make sure that the owners are the actual owners. So that way they have the last say and we're very transparent about that. So we have agency access on, on our accounts with our, for our clients. But it's always underneath the the actual owner. Great. Good job at curveball. No problem. Yeah. One other thing that having someone or having basically when you outsource, you're hiring a team of people. You're not just hiring one person. And so when you're hiring one person in a creative environment, so you know, creating content for social media, doing stuff that is creative. When you only rely on one person, you know, our creative juices for that one person could kind of run dry and that's bad, especially in this ever changing. You know, this landscape of, of what we're trying to do is get people's attention. So when you have a team, you can have new team members take a look at different things, give better ideas, change stuff around and evolve that advertising or that, those, that content creation, when you have just one person, they get stuck in a rut and then your content gets stale and that's not good for you as a company.

 

Jamie:    Yeah, yeah. I think that's a hight. You touched on something really big, which is the complacency because a boy is, it's ever going to end. You said the beginning is that there's never a dull moment in the world of Google or Yelp or Facebook or next door or any of those. So it's a good,

 

Adam:    That's why when you hire, when you're, when you're hiring this person or thinking about which I should, which one should we do? Hiring somebody paying 150 grand a year or a hundred grand, that's a lot of money. Agency, you know, 10, 15 grand a year, so a 10th of the cost. That is, that's, that's a big, that should be a big deciding factor. But the other thing is, when you're hiring that person, you know, once they are hired, are they still keeping up to date on all of the changes? I mean, Google pretty much, you know, consistently upgrade updates their algorithm, you know, three to four weeks. And, and we as an agency have to stay on top of that because you're right, we are easy to fire, right? So we have a contract then our contract rolls month to month and bam, if we're not on top of those changes, we get a call or an email that says, you know, you're done. However, if you're somebody in house that, that process like, like we touched on earlier, it's a lot longer. Yeah. So that's that's just the nature of this.

 

Jamie:    All right, well that's some great advice and maybe, maybe it's up for the company to do both. They hire a manager and that manager hires the agency and the manager,

 

Adam:    Supervisors, the agency. We have definitely, that's for larger companies we recommend that we make many managers look awesome and, and they feel secure on, on that because we make them look great and they can take vacations. Yeah. And they can trust that it's getting done right. That's the, that's the big thing. So everyone's worried, you know, once you're in that company, you, you might be worried about your position continuing. If you have someone, a team making you look awesome, then that worry kind of goes away. Right. You can show deliverables. You can show that these are the benchmarks that have been met every month. Here's a great looking report by boss. Here you go. I'm out. I'm on vacation now. Yeah.

 

Jamie:    All right. Well it's been 11 minutes. So local SEO and 11 by any, any final thoughts?

 

Adam:    Nope, that's it. Thank you all for listening.

 

Jamie:    All right, well thank you again for listening to the podcast. If you can and you feel like sharing this with your networks, we'd really appreciate it. Just hit the share button and then make sure to review the podcast as well. And feel free to get back to us with any comments on the Facebook page. Local SEO intent.

 

Adam:    All right guys, thank you very much. Have a great day

 

Jamie:    Ooh. All right. I'm so excited about this topic this week.

 

Adam:    Ah, great. Good to hear, Jamie.

 

Jamie:    All right, so would you like to tell everyone the topic I asked you earlier about [inaudible] sure.

 

Adam:    Welcome everyone to another episode of local SEO intent we're going to talk about today how you know whether to outsource your online marketing or whether to hire an in house person. So I know there are some medium or larger size companies that this is basically as your company grows your, something you're going to have to answer, you know, is it, is it more important or more efficient, a better use of your money to hire someone in house to do the, to do the marketing, or is it better just to outsource? What do you think Jamie outsource next week?

 

Adam:    Well, obviously a little biased on our end, but there's a bunch of reasons why for most companies outsourcing their marketing makes sense. So there's obviously the cost savings. Generally I'm in the Bay area. For example, if you're going to hire a marketing manager for your company, you're going to be paying them upwards of a hundred to 150,000 a year. That's for somebody who is skilled. We're not talking about your, you know, an intern or just because they're 22 and know how to use Snapchat, they're suddenly know what they're doing. So a skilled person, somebody who knows SEO, who knows how to make a webpage, how to post and when to post. I create content for social media, stuff like that. That person is a highly sought after and the reason they're highly sought after is because the, the return on that investment is so large.

 

Adam:    However, an agency is not going to cost you a hundred to 150,000 a year. So that is one of the major, major benefits of outsourcing. Oh, and you said marketing managers, so that would imply that they're managing people as well? Yeah, you'd think so. But a lot of times they, they title that position marketing manager and it just means a full time person who's creating content for that company. So they might be managing the 22 year old Snapchat intern. They might be, or depending on that 22 year old Snapchat person to be able to, to actually create content. Right? And that's, that's a big risk to take. But we do see that. And I've definitely been called into help larger companies and we'll, we'll talk to their marketing manager who's been there for years and years and years. And unfortunately, when you've been in a position for years and years and years at that company, you know, your hunger to learn new techniques to stay on top of basically the ever changing landscape of what we do.

 

Adam:    It, it's a lot to do and you know, you can become complacent in that job. And when that happens that doesn't help the company. Right? So there, that's where somebody like us you hire an out, you outsource your marketing to them. They are definitely much more motivated to produce and to give a return to that company. Why do you think that is Jamie? Because they want to be brought back. And that's right, because we don't want to be fired. It's way easier to fire a, an outsourced vendor basically than it is to fire a, an in house person. So once you hire them that kind of the, the way to let them go, if that road is a lot longer than an email

 

Jamie:    And in California, Ooh boy, it's not easy to fire people,

 

Adam:    Definitely not. And so however, if that agency isn't doing well or you're not meshing with them or don't like their products, then you can move on. And it really is that simple. The interviewing process for an agency shouldn't take more than a few weeks, and if you interview a couple or three or four, you know, do the research, check their online reviews, you know, do some research. Just don't call the first one that you see or you know, your friend Bob recommended. Do some research, maybe find a podcast if they're a list, if they are producing something like that, go to their website, look at the content they're creating, see some case studies, stuff like that. Okay. Yeah. Yeah, that's good point. So another reason you probably want to consider you'd consider an outsourced agency is because you don't have to worry about vacations. So that's a big thing. You know, an employee leaves for a vacation that can impact their production. Obviously for an agency, that's something we budget for, right? So I have seven people now who if they're taking a vacation, we can cover for them. If an individual team member can do that,

 

Jamie:    Really are you ready for a curve ball question, sir? Bring it up. All right. So with one of the big arguments for having an in house person is that when they're in house, you really have control over the passwords. Sometimes I've heard horror stories with agencies where they get fired and they take all the passwords with them and they hold them hostage.

 

Adam:    Oh my gosh, that's terrible. Well I know in our contracts that would open us up to a giant lawsuit. So we don't do that. And actually in house what we have we have super high basically it's called keeping our password security. So everything strict and all of our employees have a two factor authentication. They're all basically firewalled from if they're let go, it's a click of the button to turn off their access to everything. For us, when we, when you take on an agency for your company giving the agency the access like on Facebook or on Google is really a, an easy process. And of course you don't want to give anyone ownership access to your business profiles. But that's, that's, you know, I've come, I've, we've taken over businesses where that's happened in house or the person in house who set up some account now as the owner of that account and never never did what they were supposed to pass ownership of that account onto an actual owner or a senior executive in that company or in that business.

 

Jamie:    So you'd recommend that the, either the employee or the outside agency is not the owner of the account? Oh, never. Okay. Yeah, that's, that's a, that 22 year old Snapchat.

 

Adam:    It's a no brainer for me and for us. But that keeping everything separate is, is just basic security. And yeah, usually what happens when we take over an account, we create a master password sheet sometimes, and we make sure that the owners are the actual owners. So that way they have the last say and we're very transparent about that. So we have agency access on, on our accounts with our, for our clients. But it's always underneath the the actual owner. Great. Good job at curveball. No problem. Yeah. One other thing that having someone or having basically when you outsource, you're hiring a team of people. You're not just hiring one person. And so when you're hiring one person in a creative environment, so you know, creating content for social media, doing stuff that is creative. When you only rely on one person, you know, our creative juices for that one person could kind of run dry and that's bad, especially in this ever changing. You know, this landscape of, of what we're trying to do is get people's attention. So when you have a team, you can have new team members take a look at different things, give better ideas, change stuff around and evolve that advertising or that, those, that content creation, when you have just one person, they get stuck in a rut and then your content gets stale and that's not good for you as a company.

Jamie:    Yeah, yeah. I think that's a hight. You touched on something really big, which is the complacency because a boy is, it's ever going to end. You said the beginning is that there's never a dull moment in the world of Google or Yelp or Facebook or next door or any of those. So it's a good,

 

Adam:    That's why when you hire, when you're, when you're hiring this person or thinking about which I should, which one should we do? Hiring somebody paying 150 grand a year or a hundred grand, that's a lot of money. Agency, you know, 10, 15 grand a year, so a 10th of the cost. That is, that's, that's a big, that should be a big deciding factor. But the other thing is, when you're hiring that person, you know, once they are hired, are they still keeping up to date on all of the changes? I mean, Google pretty much, you know, consistently upgrade updates their algorithm, you know, three to four weeks. And, and we as an agency have to stay on top of that because you're right, we are easy to fire, right? So we have a contract then our contract rolls month to month and bam, if we're not on top of those changes, we get a call or an email that says, you know, you're done. However, if you're somebody in house that, that process like, like we touched on earlier, it's a lot longer. Yeah. So that's that's just the nature of this.

 

Jamie:    All right, well that's some great advice and maybe, maybe it's up for the company to do both. They hire a manager and that manager hires the agency and the manager,

 

Adam:    Supervisors, the agency. We have definitely, that's for larger companies we recommend that we make many managers look awesome and, and they feel secure on, on that because we make them look great and they can take vacations. Yeah. And they can trust that it's getting done right. That's the, that's the big thing. So everyone's worried, you know, once you're in that company, you, you might be worried about your position continuing. If you have someone, a team making you look awesome, then that worry kind of goes away. Right. You can show deliverables. You can show that these are the benchmarks that have been met every month. Here's a great looking report by boss. Here you go. I'm out. I'm on vacation now. Yeah.

 

Jamie:    All right. Well it's been 11 minutes. So local SEO and 11 by any, any final thoughts?

 

Adam:    Nope, that's it. Thank you all for listening.

 

Jamie:    All right, well thank you again for listening to the podcast. If you can and you feel like sharing this with your networks, we'd really appreciate it. Just hit the share button and then make sure to review the podcast as well. And feel free to get back to us with any comments on the Facebook page. Local SEO intent.

 

Adam:    All right guys, thank you very much. Have a great day.