This interview with Bart Olson of Keyword Catcher is part of the Convirza Webinar Series. The following is the Q&A portion of the interview.
Bart Olson: I’d like to just get right to the questions.
Interviewer: Okay. Perfect. So the first question is “Is the dynamic content mostly banners and pictures, or is there text content that’s dynamically inserted? How does it all work?”
Bart Olson: Okay. Yeah, that’s a great question. Yeah, there is actually. That’s a piece that I wanted to touch on. You can dynamically insert keywords, as well. So you can set up campaigns based on specific keywords that people use to type to get to your site, and you can have those keywords dynamically inserted onto the page, wherever you’d like them.
So you know, you can tailor that very specifically, too. So it doesn’t have to be the ones that are misspelled and grammatically not going to look that great on your site, maybe, if you put the exact keywords that they typed in, but you can target those very specifically, and dynamically insert them.
And also, along with the dynamic phone number insertion, you can dynamically insert geolocation data too. So we have a lot of companies that will do, you know, “Get more sales in,” blank, your city, and it will dynamically insert that city across the nation. So those kinds of things are also readily available and are great ways to just get your site to personalize better.
Interviewer: Okay. That sounds great. Great. Thanks. Our next question is “Where do you get your data from in the search process?”
Interviewer: Fantastic! Thanks. No, that’s helpful. And then another question is “How does this avoid being construed as ‘cloaking’?”
Bart Olson: Yeah, that’s a great question. So in the definition of “cloaking,” how Google looks at that, their efforts are against people misleading the user and redirecting them to something that’s totally off what they were actually looking for. So in the cases that I brought up, these are all changes that you’re actually making to help that person stay on page and let them know that you are giving them exactly what they’re looking for. So if you’re not changing the entire page and redirecting and trying to hide, or trying to game Google’s indexing efforts, then we haven’t had any problems with it being perceived as cloaking.
In many cases, these are the same type of changes that any site, even Google, recommends that you make when you’re testing, you know, to see what works and what doesn’t work. So we just recommend not changing the entire look and feel of your page. You should be changing elements that are personalizing to the user.
But as far as you would take it, I think, would be like that Skullcandy example, where you have this main banner; you have these other three banners that are promoting specific products. You could switch those out to different products, just like Amazon would or eBay would or somebody that’s using data to personalize to you, and we haven’t had any issues with cloaking, with those kind of changes, because it’s really helping them find what they’re looking for.
Interviewer: Okay. Thanks. Let me jump back to the previous question about where you getting your data. So we had a follow-up question on that. The question was . . . Oh, I’m just trying to find it. “What if the surfer lands on the site, what happens then?” Does that make sense? Does it backtrack?
Bart Olson: So say that again. When they land on the site?
Interviewer: Yes. What happens then?
Bart Olson: Okay. Are you saying, “Does it backtrack, and see where they came from,” kind of thing, or what?
Interviewer: I believe that’s the question, yes.
Bart Olson: Okay. Basically you’re setting up a campaign in advance of the channel that they’re choosing to get there. It’s how we look at it. So if they just came to the site and we did not a got there at first, we don’t really do any kind of a backtrack at that point. It’s more, we know that, you know, “We’re getting a lot of traffic from this site. Let’s set up a channel in advance, so that when they come from that site, they get this experience, they get this content,” if that makes sense.
Same thing with keywords. I mean, it’s identifying trends and optimizing around those trends. So what we’ll do usually is we’ll install the code, and we’ll let it run for a week or two, and sometimes we’ll even consult with maybe some Google Analytics that you may have had running on your site already, just to get an idea of the trends that you’re looking at, and if you want to get going right away, you can start building personalization campaigns off of that data that you already have, but we collect it in our database as well, and then that continually becomes a place where you can target that data and refine your response to it on your site. So does that answer the question?
Interviewer: I hope so. We’ve got a few other questions, and we just got a fewer minutes. So I just want everyone to know that we will be sending out slides with Bart’s contact information, but we’re getting a lot of great, more granular, in-depth questions here. Feel free to reach out to Bart and talk to him after the webinar. Bart, I hope I can speak for you. I’m sure he’d be happy to talk to you and answer your questions individually.
Bart Olson: Yeah, absolutely. I didn’t realize there were so many questions. Otherwise, I would have stopped rambling. Sorry about that.
Interviewer: No. I think we’ve got time for just a few more. So the next one is “Does this integrate into WordPress? Is there a plug-in or widget?”
Bart Olson: We have a plug-in that is almost finished. So the answer is “very soon,” and if you reach out to me directly, just email me, Bart@KeywordCatcher.com, I’ll give you the first update when that’s finished.
Bart Olson: And also, I wanted to mention, we also have a working relationship with Convirza. So for all of that dynamic phone insertion and working with them, we have a great relationship and the great pricing offering that goes in conjunction with our product. So definitely recommend that. Just wanted to get that in there.
Interviewer: I appreciate the pitch. We think Convriza is awesome too, and Keyword Catcher, you’ve caught the attention of your audience here. We even have people asking about pricing. Do you just want to give a quick . . . They looked on your site, and all they could find was “enterprise pricing.” Do you have more, maybe, small business pricing?
Bart Olson: Yeah. So our pricing is typically varied, based on the traffic volume of the site, because it’s just server cost for the guiding of the data from the site, but we’re actually doing a special promotion right now for small businesses. So if you have traffic that’s, you know, 20,000 or less per month, and want to get going on this and start using this tool, we’re offering pricing that ranges from $99-$199 a month, at the highest, and then if it gets way beyond 20,000 a month in traffic, then we might have to be a little higher, just for overhead cost, but that’s the pricing that we’re doing, as a promotion right now, especially with this webinar. So we’d love to get as many of you signed up and rolling.
And we do a ton of set up and support and helping you get started, without doing a separate set up fee. We like to just get people using it, because we found that once they realize how effective it is, they can’t imagine doing business any other way. So happy to do that.
Interviewer: Okay. Okay. That sounds great. Hey, we need to wrap it up, but Bart, you’ve got a few more people who got some questions. So I’ll send you there contact information, and you can reach out to them . . .
Bart Olson: Okay.
Interviewer: That’s great information. We appreciate it. These concepts and principles are necessary. They’re key to capturing the right audience, putting in dynamic content, according to their search. There’s no better way to really impress a customer and grab a customer right from the get-go. So Bart, we appreciate that. It’s been great.
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