The Business of Digital Podcast

Traditional keyword tools don't always tell us what products are popular or new and trending. Explore a number of Keyword Tools for Shopping and Overall Trends with us.

Tools to Find Keyword Trends and Shopping Keywords

If you are in an industry that is changing (that should be most of us) due to seasons, technology, COVID-19 or just because nothing stays the same there is a need for tools like these.

So while some of the tools and examples we cover in the episode focus a bit on shopping and e-commerce don't skip this episode. Overall these tools can help anyone that is launching a product, expanding into a market, expanding into a new geography or just to keep up on things in your own industry so dig into the episode and the tools below.

Tools for Keyword Research Trends

https://shopping.google.com/m/shopping-100/category/tech/https://www.pinterest100.com/en-us/https://trends.google.com/trends/?geo=UShttps://www.shopify.com/blog/trending-productshttps://cedcommerce.com/blog/top-selling-items-ebay-in-2020/

Tools for Shopping Keyword Research

https://www.wordstream.com/blog/ws/2016/01/21/e-commerce-keyword-researchhttps://searchengineland.com/covid-19-affecting-search-behavior-331375Unique Ways to Do Keyword ResearchCompetitive Research Beyond Just Keywords

Full Transcript

Note the missing Easter egg of the multiple languages that Dave spoke at the very start. If you listen you will hear him say "hello" in 3 languages but none made it through the automated transcript. Always be testing!!!! This also proves that for those that read these, please know that they are automated and likely have some weird things (note the bad spelling of both our last names in the opening below as well).

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast featuring your host, Matt scintilla and Dave roar. Hey guys, excited to be here with you on another one of these business of digital podcasts. Of course, as always, we got my trusty cohost, Dave. Roar. How's it going, bud?

Dave Rohrer: [00:00:19] Oh, I couldn't talk it.

Matt Siltala: [00:00:20] Good and

Dave Rohrer: [00:00:21] talk multi-language today. That's, that's, that covers us for three languages. When I do the trend, the transcription, that'll be fun. I'll check that.

Matt Siltala: [00:00:30] Just to say

Dave Rohrer: [00:00:31] that stuff that makes it, if, how, how bad it gets

Matt Siltala: [00:00:34] it. Oh, fun. Fun.

Dave Rohrer: [00:00:37] Well, small, small, hidden little Easter eggs for myself, I guess. Sorry,

Matt Siltala: [00:00:43] you're planning Greg's for yourself.

That's funny. Um, so, you know, it's interesting because a lot of times when we do these episodes, you know, these are topics that, um, you know, I. Um, you know, we've, we've either been doing them ourselves forever or [00:01:00] whatnot, and, and we do our best to share with people that are listening and help them learn and educate them.

But, um, the thing I'm looking forward to about this one, Dave, is, um, this is one that I'm actually like really interested in learning some of these places. Like I've been looking at some of these links that you've been dropping in some of the stuff that you found on this particular. Topic that we're, we're going to be talking about today.

And I'm actually excited about listening to this one as well while we're doing it. Um, but it's keyword tools for shopping sites, basically keyword research and all the different, uh, trending places that we could go for looking at what's trending and especially, you know, things have changed and shifted during this, uh, interesting time that we're going through with this virus and everything.

And so, um, this is fascinating. This is going to be interesting stuff. And so. Um, however you want to just start jumping into the, basically you guys, what we're talking about today is keyword tools, um, for shopping sites. And, uh, we're going to be getting into lots of different places, whether it'd be Etsy, [00:02:00] Pinterest, I'm going to be looking at Shopify trending stuff and, and trends on Google.

An

Do you have a community? Learn Why Every Business Needs a Community to help grow now and in the future your business but also those around you.

Building & Supporting Communities

Mat starts us off with a story about a local business that after 30 some years is back. Even after some 30 years they had fans and a community waiting for them and since opening last year have only grown that "family" of supporters.

How are they building this "family" or community? They are doing it online and offline with social media, email, interacting with those that visit their store and in any way they can.

How are You Growing Your Community?

Throughout the episode we talk about growing a community of fans, supporters and really just a family to help you but we also flip it and talk about how businesses should (when they can) look to help those in their community as well.

Some of the places you can create a community:

InstagramRedditTwitterFacebookVia EmailVia Offline LocallyVia Local Groups (charities, business groups, etc.)Your store (if have an offline location)

Community Resources

Tips for Starting a New Content ChannelCustomer Service SEO

Think Like a Food Truck

When Food Trucks first came out think about how they had to get the word out of where they were and going to be. They built email lists, Twitter, Instagram and a Community.

Imagine if your location or website changed daily, how would people find you and how would you let people know where you are?

Building a Community Also Means Building Your Entire Community

Supporting your neighbors and others now and always should be part of building a community as much as you can.

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, excited to be here with you, Matt SOPA layer with alongside Dave. Roar. How's it going dude?

Dave Rohrer: [00:00:15] It is going, sir. It is going

Matt Siltala: [00:00:17] excited to bring you this one because this is one of my favorite topics, uh, that, uh, that I can talk about.

Um, and it is. Why you need a community. Let's just jump right into it. But

Dave Rohrer: [00:00:30] it's not technical SEO. That's why,

Matt Siltala: [00:00:32] yes, technical SEO, you can talk all you want, Dave, but I'm actually like, this is, you know, I look back to, you know, even, um, when I first started getting into this, like some may call it personal branding.

Um, but basically what you're doing is you're building up a, a community around you. You're, you're building up people around you. You're building up a following, you're building up. Um, people that will help you in times of need. And, [00:01:00] um, something that, uh, uh, again, that I think is, is valuable for people to understand is why you need that community behind you.

I don't care what business that you're in. Um, I just think about, like with all that's going on with this, uh, covert 19, uh, right now and how important having a community of people behind you is. And I guess, um, if you're cool with that, I'll just jump right into kind of like, uh, you know what I think about when, when do it, when we are right, when, uh, I think of this and I look at, so I've been doing a lot of, uh, you know, help with, uh, this restaurant called the original golden scone.

Anyone that follows me on Facebook or anywhere knows, cause they've probably been. Sharing their stuff more than I normally would. And it's just because of this as an interesting time and I'm trying to help them out, but also my son works there. And, uh, you know, these are good people. These are people that have been friends of mine for years before [00:02:00] they even started this business.

And I want it to succeed. And what I realized is that is how valuable this community is. And this'll be something that I think you find interesting too, Dave. Just how powerful a community is around a product or something. Um. So this place originally started like 40 years ago from this guy's dad, and they were in business

Do you wish your team wouldnt repeat the same mistakes project after project? Dig into what a Post-Mortem is and how to do it with us.

So for those that don't know what a Post-Mortem is, here is a quick explanation:

After you launch a site update, new product, at the end of a quarter or basically at any point you have a team that worked on something or together sit down. The goal is to break down processes and how teams/people worked together to figure out how to be better, faster, and more efficient in the future.

4 Key Steps to Running a Post-Mortem

Set Expectations EarlyDiscuss What Went WellDiscuss What Needs ImprovementCreate an Action Plan

Post-Mortem Questions To Ask

Here are some quick tips or ideas on questions to as during your meeting(s).

Create an anonymous form.Ask what went well.Ask what went badly.Ask what could be improved.

Post-Mortem Resources

11 Tips for a Successful Post-MortemUX Retrospectives 101

Lastly if you are thinking "well how do I structure or start" this process? What and where do I document it? Take a look at this post-mortem report template.

Full Transcription

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt scintilla and Dave roar. Hey guys, excited to be here with you on another one of these episodes. Uh, how's it going, Dave?

Dave Rohrer: [00:00:16] It is good. And we're going to talk about the sexy topic of project management today.

Matt Siltala: [00:00:21] Oh, come on. I like the title better. Why you should conduct a post-mortem

Dave Rohrer: [00:00:26] or tips for a successful post-mortem or why you should do it, even though it's painful and annoying and sucks and isn't fun.

Matt Siltala: [00:00:37] Did

Dave Rohrer: [00:00:37] I, did I sell you on why you should do one yet?

Matt Siltala: [00:00:39] Did we sell you on why you should listen,

Dave Rohrer: [00:00:43] like click next?

Matt Siltala: [00:00:44] No, it actually is going to be very useful when, when the. And maybe you should take this opportunity to jump into how you've explained it to me as well and what you want to share. It actually is going to be quite a useful episode for a lot of people, I believe.

Dave Rohrer: [00:00:59] Yeah. [00:01:00] And we've got two great, um, resources that always, um, one from the Nielsen Norman group and one for important.

Matt Siltala: [00:01:08] Ian always is the man with his info.

Dave Rohrer: [00:01:11] We just need to like, I don't even know. There's. The Fortinet article we'd literally just found this morning was not even one of the ideas that foster like spurred it, but it's a great resource that walks you through the 11 steps. Um, but I think anytime, and this isn't just for agencies, although I think more agencies should do it, we used to do it at  every so often.

Um, it was. Sometimes painful, sometimes not. Depending on the project. If, you know, if it was a successful project, it's less painful. Of course, if it's a not successful project that's kind of painful. A lot more painful. Well, yeah, cause everyone's pointing fingers. It's a sports analogy. Like how many times have the bear sign someone and everyone's like, [00:02:00] yeah.

And then, you know, two years later, you know, we got a new coach or, um, you know, we're suddenly looking for a new quarterback or. Oh, well, I'm the bears fan. We're always looking for a new quarterback. Ever since I remember, ever since I was a bears fan, we've been looking for a new quarterback. Um, but there's always finger pointing.

It's like, Oh, it's the GMs fault. It's them fault. Well, it's like what was the process? And so what this post-mortem is supposed to do is pick out the good so that when the next project comes up. You do the good and figure out what screw, what, who, not who, but what got screwed up and where and why, so that in the next project it doesn't happen.

See how simple that is.

Matt Siltala: [00:02:44] Very. I mean, you know, I'm looking at the notes here and you have four. You have your four main steps

Is your team missing a piece of the puzzle? Jump in as the guys dig into questions and tips for hiring an SEO for your inhouse or agency teams.

While talk prior to us recording this episode was focused around a video that Google put out we instead focused on all the other things you should worry about when hiring an SEO.

Think of this as a starting point to a Guide to Hiring an SEO. There is much more you should worry about than what we cover here but the questions and conversation we have should help you before you hire your next SEO Specialist, SEO Strategist, SEO Manager and even an SEO Director.

What to look for in a possible SEO hire:

Another way to put it is, "what do you need help with?". Often few people really sit down and think through the type of SEO that they need to hire and instead just say "hire someone to do the SEO".

Someone that is teachable (for an entry level role)What tasks does your team or you personally need help with around SEO?What is your budget?What resources internally and externally do you have to support this person?What is the person going to do? Manage external people? Manage internal people? Do the research work? Sit in 6 hours of meetings and make sure SEO is at the table? Manage the team that does the busy work?What is their background? Did they come from somewhere that things were cookie cutter or did they come up with the tasks and strategy?Of course you should look at if this person(s) are a fit culturally and will work well with the team(s) in place.Are you a small business where Local SEO is super important?Do you need a consultant? An agency? Do you need to hire an intern? Or do you really have enough work and budget and resources for a full time SEO?

What questions to ask internally prior to hiring an SEO:

Does this person need to be:

Technical? Writer? Data? Project Manager? People Manager? Account Manager? Some Combo?

Before you go and hire someone or even think to start talking to people figure out what your pain points are. What and where do you need help with your site to improve the site?

Officer Skills vs Enlisted Skills

Does this person need to be certified with X, Y and Z or should you focus on their creativity and ability to manage people, projects and solve problems?

Additional Recent Resources on Hiring an SEO

SEO Community Rebukes Google for Advising Free Site AuditsGoogle’s Tips for Hiring an SEO SpecialistHiring an SEO? Why a technical SEO audit shouldn’t be part of the proposal process

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast featuring your host, Matt  and Dave roar. Hey you guys, excited to be here with you on another one of these businesses, digital podcast. Thank you for joining us as always. And of course I have my trusty cohost, Dave. How's it going, bud?

Dave Rohrer: [00:00:21] Top of the day, cause I don't know what time you're listening,

Matt Siltala: [00:00:26] top of the whatever to you,

Dave Rohrer: [00:00:28] top of the whatever.

Matt Siltala: [00:00:29] There we go. And of course, right

Dave Rohrer: [00:00:32] when we don't know what date is anyway at this point. So

Matt Siltala: [00:00:34] yeah, it's just day. That's, I saw that meme and, and it, it like resignated with me, the one that's all that, just kind of a blotched out the actual, like the sun of the mind or the two, like it's just a, it's all day now.

All

Dave Rohrer: [00:00:49] day. I like that.

Matt Siltala: [00:00:52] Yes, sir. So, um, we wanted to talk about hiring an SEO and so. Um, maybe one of you just get us [00:01:00] kicked off for today, Dave, and we'll go from there.

Dave Rohrer: [00:01:03] We are not going to rehash what has already been talked about cause we're recording this a couple of weeks after everyone posted and screamed at Google about it.

But we will mention it. I think it, it has, it should be mentioned since it was recent. Bill Hartzer had a good. Um, blog post about hiring, um, an SEO specialist search engine land. Um, why a technical SEO audit shouldn't be part o

Stephanie Liu digs into all of her tips and tricks to help us improve our live streaming, virtual conference sessions and every day video Zoom sessions.

Live Streaming & Video Summit Session Tips W/ Stephanie Liu

Join Stephanie Liu as she digs into all of her tips and tricks to help newbies and veterans improve their video skills. We will talk about live streaming but also how to improve your virtual conference sessions and every day video Zoom sessions.

How to start live streaming

We of course started at the beginning - what is the most basic gear, software and preparation that people need to do. There are of course various levels of entry, mid-tier and professional so don't be discouraged if you have a limited budget. At a high level here are some quick breakdowns:

Entry Level: Laptop or Phone for camera, headset or laptop mic for sound and Loom or OBS for software.Middle: External Mic (Rode or Yeti) and DSLR cameraProfessional: Green Screen, DLSR, External Mic, Lighting, and Streamyard.

Did you know that both Stephanie and Dave are speaking at an upcoming Virtual Conference? Visit MDMC to sign up for the FREE 2 day live summit and check out the 4 days of on-demand sessions for just $99 as well.

Why should you use live video and video streaming?

If everyone is doing Instagram posts do Instagram stories. If everyone is writing content on LinkedIn, do video on LinkedIn. Stephanie tells her story of how she got into video, but the long and short of it is - zig when everyone else is zagging.

How Stephanie records video

She breaks down most videos into 3-5 parts. Some are prerecorded and others are broken up for a number of reasons. The goal is to reduce the number of takes but also to add pop to your videos.

Record a separate intro.Record your main sections or go live with the "meat" of your video. If you are doing say case studies make each one its own segment. If you are covering 5 topics or sections break each one out into its own "video".Record your outro/thank you/call to action.

How to Make Your Virtual Summit Videos FUN!

Here are some of the tips from Stephanie she recently covered and that we cover during the episode. If you are a speaker doing an online talk, a webinar or just want to up your Zoom game with the coworkers many of these can help you.

Intro Scene with countdownTestimonialsSwitch scenes with Elgato Stream DeckAdd Video Clips & Stock ImagesFeature Presentation SlidesInclude FiltersHighlight Viewer Comments

Some Good News & John Krasinski

That name Dave couldn't recall to save his life. The show is Some Good News and while we all don't have John's acting background (and likely editing help), it is an example of cut screens and doing a simple but engaging video.

Full Transcript

Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt  and Dave roar. Hey guys, excited to have you on another one of these business of digital, uh, episodes grateful for, um, yeah, as always given us the time. And, uh, today we have a special, uh, well first of all, before we jump into it, Hey Dave, how's it going?

Dave Rohrer: [00:00:23] Do you even know where you're at? Man?

Matt Siltala: [00:00:24] I, I don't know what day it is. I don't know where I'm at. I just, uh, Dave said, get on the computer. Matt right

Dave Rohrer: [00:00:31] now. Can't hear today. It

Matt Siltala: [00:00:34] seems I can't, I can't do anything. And so, um, hopefully, um, you're the opposite of that and we can make this one happen, but I am excited.

Uh, we have an old one of, uh, a friend that I just found out that you've known longer than me and then in this industry, see, I can't talk to you there in this industry that's saying something, but, uh. I am excited that we have, um, Stephanie Lu, uh, joining us. She is the founder of [00:01:00] captive on command, or sorry, captivate on command.

I promised you guys I wouldn't get it wrong, but host, uh, also she is the host of lights, camera live, and she's going to be talking with us about a vid