Industrial Talk with host Scott MacKenzie!

Speaker 1

Welcome to the Industrial Talk podcast with Scott McKenzie. Scott is a passionate industry professional dedicated to transferring cutting edge, industry-focused innovations and trends while highlighting the men and women who keep the world moving.

So put on your hard hat, grab your work boots, and let’s go.

SCOTT MACKENZIE

All right, welcome to the Industrial Talk Podcast. So glad that you are here. My name is Scott McKenzie, and of course you know that because you’re listening to the Industrial Talk Podcast. This platform, the Industrial Talk Platform, is dedicated to you, the industrial professionals.

SCOTT MACKENZIE

We’re dedicated to you to provide content that is relevant to your career. That is meaningful for you to be a better professional and wherever you wanna go. If you’re a company owner, this is where you need to be.

SCOTT MACKENZIE

If you’re looking to climb that old corporate ladder, this is where you need to be because we talk to the best of the best within the industry. That’s right, Industrial Talk Podcast. That’s what we’re all about.

SCOTT MACKENZIE

We got a great interview. His name is Joshua Ranzouvo because we’re not that formal. We call him Josh. And he is the founder and CEO at Strategic Point Marketing. And on this episode of the podcast, we’re gonna be talking to SEO because once again, I’m all about sales, marketing, branding.

SCOTT MACKENZIE

So let’s get going. You know I am. I’m gonna constantly hammer on the old sales, marketing, and branding. That’s what we’re all about. I mean, if you’re not selling, no, you’re not gonna be around for a long time.

SCOTT MACKENZIE

And I mean, this whole digital world is a, it’s fun. That’s one thing, but it’s powerful. And, you know, Josh here, he’s got a great story, an incredible amount of knowledge. Matt Skills, quite frankly, in the world of digital marketing.

SCOTT MACKENZIE

And he’s gonna share with you, the listener, a bunch of great nuggets. As well, he’s got a book. And, you know, I know that I’ve been down this road and he’ll talk about it, but I’ve been down this road too as well.

SCOTT MACKENZIE

What do I do? I know I need SEO help for even my website. It is, it’s something that’s sort of nebulous and fuzzy and sort of mysterious and foggy and all that good stuff. One thing that Josh does, he sort of removes that and he knows exactly what’s going through my mind.

SCOTT MACKENZIE

And that is, well, do I trust the guy? Does he bring enough, I mean, he can sit there and blow smoke up my skirt in a big way. And I wouldn’t know it, quite frankly, because I don’t know enough about SEO and the power of SEO.

SCOTT MACKENZIE

But I know that if I’m not on the first page of any search, if I’m not at the top, I’m losing business. And you have to look at it that way too. So you’re gonna have to have an SEO partner in your corner to be able to help you out.

SCOTT MACKENZIE

So anyway, let’s get on with the interview. You know, you can find all of this stuff. He’s gonna be out there on industrialtalk.com and you can go out there and we’re gonna put him into the Industrial Academy as well.

SCOTT MACKENZIE

So Joshua Ramsey goes by “Josh.” He’s quite active out there on LinkedIn. He’s got a hell of a stack card and he’s with Strategic Point Marketing. You’re gonna like this interview because he’s gonna put money in your pocket.

SCOTT MACKENZIE

So ladies and gentlemen, you listeners out there, here’s Josh. All right, welcome Josh to the Industrial Talk podcast. So glad that you are here. Give us a little background for the listeners out there of who you are and why you’re such an incredible professional.

Josh Ramsey

Hey, thanks for having me. So I am a digital marketing guy, but I focus on broad scope marketing as well. So any type of branding, traditional marketing, but also I’ve worked really hard over the last 10 plus years when it comes to SEO, digital marketing, and how to build your brand online.

SCOTT MACKENZIE

Well, I got to tell you that those, that’s, that’s really important. And you know, you, you know, listeners out there that I am a real homer when it comes to elevating your marketing, elevating your sales, elevating your branding approach, because in industry, we can do a better job.

SCOTT MACKENZIE

We can always do a better job. And that’s why I’m so excited about this particular interview. So we’re going to talk because, okay, listeners, you’ve heard me talk about SEO. You heard me talk about digital marketing sales and why this is important.

SCOTT MACKENZIE

This guy’s a professional. So let’s go down the road. Why is it important for us, Josh, to be focused as industry into, let’s just sort of generally say industry, why digital marketing, digital sales, all of that stuff is important.

Josh Ramsey

Well, the first thing that starts off with is your branding or what is often simplified, I call it your business card. You know, for people to know you, know who you are, what you represent, what your product is, that’s your business card.

Josh Ramsey

And I think people are shocked how many times I meet business owners and just Google their name and they don’t even show up or at least they don’t even show up in the top five positions for their name and the truth.

SCOTT MACKENZIE

You understand listeners, the top five is very important, because you gotta ask this question, do you scroll past the top five? I don’t. So if it’s not in the top five, I don’t care what’s below it.

Josh Ramsey

Yeah, absolutely. Yeah, I mean, when you’re searching an actual business company’s name, you should be actually showing up all five top spots. So if you haven’t even done that, then you’ve missed the bus because people are looking for you.

Josh Ramsey

So if you’re not in all top five with different types of media, whether that be social or your company and different links to your company, then you’re missing out.

SCOTT MACKENZIE

You are. And I know that there’s statistics associated with that because it looks, let’s just put it in plain English here, if you’re even on the second page of the results, nobody goes there. Nobody.

SCOTT MACKENZIE

So what you’re saying is it’s important, if you have any desire to truly go into the if you want to build a business that has some sort of lasting capabilities, you’re gonna have to you’re just gonna have to embrace solutions with what you’re talking about and what we’re we’re contemplating looking at.

SCOTT MACKENZIE

And that’s an SEO conversation. Is that not correct?

Josh Ramsey

Yeah, you’re correct. And you know, just right off, I want to add some value to what we’re talking about, please, in an under leveraged element of SEO that a lot of people don’t understand, they don’t think about what’s called long tail keywords.

Josh Ramsey

And I’ve kind of coined a phrase that I call extreme long tail keyword phrases. What I mean by that is yeah.

SCOTT MACKENZIE

You’re going to have to explain or define long tail. Yeah.

Josh Ramsey

Yeah, so what I mean by that is you have in SEO what’s called bucket keywords. Bucket keywords are going to be a short term or one word that explains your industry or your service. Extreme long tail keyword phrases are going to be someone that’s looking for a specific product and they’ve done 5, 10, 15, even 100 searches and they’re not finding what they’re looking for.

Josh Ramsey

So I tell business owners if you focus first on those extreme long tail keyword phrases, your buyer is much more qualified because they have done their due diligence, they’re looking for specifics, they’re ready to buy, so they’re digging deeper and looking so you can actually rank for those phrases a lot faster and a lot easier today, right now, now in 5 years, who knows.

Josh Ramsey

But right now, if you just focus on those phrases, and I can explain as much as you’d like on that, but if you focus on those phrases, number one, you’re going to rank higher and faster than going after a heavy search volume keyword.

SCOTT MACKENZIE

Yeah. So, so what you’re saying is that if, if I can explain a little bit about, okay, I’m out there and let’s say I’m looking for, uh, for lack of, I’m not a boat guy, but let’s say I’m looking for boat propellers.

SCOTT MACKENZIE

Give me an example of something like that. And I, and, and is that, that word needs to be on my website? What, where, where does that have to reside?

Josh Ramsey

Yeah. So just speaking about SEO right now, if you’re looking for “boat propeller,” then that’s what we call bucket keyword. A mid -tail keyword, when you say boat propeller, Maxim SRF 2000, and I’m just pulling a brand of a boat.

Josh Ramsey

That’s a mid -tail keyword. But let’s say that you’re looking for a long tail keyword. That’s going to be, and again, I’m kind of going off the top of my head because you just brought this up. Yeah, that’s fine.

Josh Ramsey

But that’s going to be where we wordsmith it. But we think about the terminology people would say, boat propeller for SRF Maxim 2000, that will create higher velocity, higher energy, make the boat go faster.

Josh Ramsey

While you say, well, it’s not perfect grammar by saying make the boat go faster. The purpose of this is it’s an extreme long tail keyword phrase. So when you’re typing, it’s the simple difference of you speak to your phone and what you say is, what’s the weather today?

Josh Ramsey

But if you type it in your phone, you’re going to type in “weather.” So two very different words. You have a phrase versus a word. So that’s where that terminology comes in that I teach, which is extreme long tail keyword phrases that are not necessarily perfect English.

Josh Ramsey

So on your website, write it in perfect English. Let me be clear.

SCOTT MACKENZIE

Trust me, it ain’t perfect for me. If I’m looking for something, I’m just rifling through options. Now that’s not it. Nope, that’s not it. Let me do this and that. Yeah. But so, so there, what I hear is, you know, I got the bucket, you got the mid and then you got the long for the keywords searches from now are you saying to these industrial companies who have websites to strategically think in those terms and have that information reflected somewhere on their website.

Josh Ramsey

Absolutely. I mean, this is where blogs can come in good positive podcasts like this can be positive if you use those words through the podcast and think about the phrases. If you’re having a casual conversation about a topic, about an industry, about a product, right?

Josh Ramsey

You’ll be surprised that if you record that information, go back and listen carefully, then you’ll find that those words, those terminologies, they’re in there. You just have to find them, save them, coin them, and place them in your text.

SCOTT MACKENZIE

But this is the elephant in the room. This is where it breaks down. This is where we as industrial professionals stumble and fall, quite frankly, when we have a website, I would have to say the majority of people who have websites don’t do anything on them.

SCOTT MACKENZIE

They just are sort of static. They’re not doing blogs, they’re not doing podcasts, they’re not doing anything that enhances that website so that these little bugs and spiders go out there and they’re looking for it.

SCOTT MACKENZIE

They’re not doing anything with it. So that requires a commitment on your part, you industrial professional, to realize that you’re gonna have to do something on that. You’re gonna have to make it active.

SCOTT MACKENZIE

Yeah.

Josh Ramsey

Is that true? Absolutely, absolutely. There are core elements of SEO that every website should have, whether you have a 20 -page website, a five -page website, or a 2 ,000 -page website. There are core elements that Google and other search engines expect you to have.

Josh Ramsey

And if you don’t have those, then you won’t rank very well. You can show up, but you’re battling extra hard to find that rankings and really get found.

SCOTT MACKENZIE

Okay, so we’re gonna, we’re gonna venture into another topic. But before we venture in, I want you listeners to understand one thing. You want to have the ability to so when somebody’s looking for your product services, whatever it might be, to be above the fold first, first, you know, page search results.

SCOTT MACKENZIE

Because if you’re not trying to get there, your competition is and they’re gonna, they’re gonna, I know me, I’m going to click on the first, second or third one that’s out there. That’s a reality. So you’re gonna have to make that a focus for any long term solution to make your website far more dynamic.

SCOTT MACKENZIE

And that means you’re going to have to do the bucket words, the mid and the long tail. And you’re going to have to strategically think through all of those components. And you’re going to have to put it in there.

SCOTT MACKENZIE

And you’re going to have to sustain and do things like blogging and, and podcasts, like what we’re doing here. So those are the two things. And you gotta do it. Let’s say yesterday because somebody is already focused on getting above the fold first page results on any Google search.

SCOTT MACKENZIE

And I just want to tack on to that.

Josh Ramsey

That’s why I try to give that type of information that I just shared with you Which is if you if you focus right now and you haven’t worked on your online brand your visibility online Start with those extreme long -tail keywords those phrases that people would say if they’ve already done their research and they’re looking for that qualified product to purchase it start with that because Two two elements that I want to throw out here before we move in any direction that you’d like Yeah, one before you can get to position one on Google.

Josh Ramsey

You have to start position 100. So think about it that way you have to start getting ranked Somewhere before you can get to number one because you’re not gonna pop from zero to number one just doesn’t happen. It doesn’t work that way.

Josh Ramsey

No, it doesn’t. You’re absolutely right and number two – You need to be very aware of user experience and user experience is gauged by what’s called Google analytics. How long a user stays on your site, how interactive they are, how many pages they visit. These are core elements of what user experience is.

Josh Ramsey

While it has not been published by Google. It is a pretty common fact That that is how Google Chooses to rank your website because Google cares about one thing, all search engines care about one thing – user experience. They know if they have the best websites at the top and people like the experience that they have from those websites.

Josh Ramsey

They’re gonna keep those websites at the top Because they want a good user experience because they get paid by ads But their ads don’t sell unless users are coming back to their search engine So they want an awesome user experience and I could go spend hours educating you on what that means what that looks like I know we don’t have time for that But user experience is something that people should be researching more and really thinking about.

SCOTT MACKENZIE

Okay, there’s gonna be two components that we’re going to talk about. One, the reality is, is that one, we’re gonna, I see the segue. So deal with it is that what you’re talking about can be somewhat nerve wracking one to four for me, let’s say, and then two, there is a level of commitment that I have to constantly focus on strategically, and I might not see results for some time, right?

SCOTT MACKENZIE

And so there is a possibility of me being frustrated, possibly, and not seeing the results, but it has to happen. But let’s say I’m a business owner. I hear what you’re saying there, Josh, I’m embracing what you’re talking about.

SCOTT MACKENZIE

I don’t have it in house. How do I pursue or find a company that has my company’s best interests at heart because I’m telling you right now, that assures there’s hair on my beard. There are a lot of companies out there that claim they can do what they are doing yours too.

SCOTT MACKENZIE

In fact, we go to the same barber. In fact, we look like brothers quite frankly, if you’re looking at it on video, it’s quite freaky, except you’re the better looking one. It’s okay. I’m comfortable.

SCOTT MACKENZIE

Thank you very much. I appreciate that. Well done. So what are some of the rules? What are we talking about here? Because I’m telling you, this is all great. This is all wonderful. But I’ve been down the road where I’ve gotten some services.

SCOTT MACKENZIE

Boom. And I realize I’ve spent a lot of money for zero. Yeah. How do you help us?

Josh Ramsey

Yeah, so the first thing – that fantastic question – I love this question when I’m asked by anyone, because the first thing I want to tell you is that I’m not the first one.

Josh Ramsey

No, but not many know to even ask that question. That’s part of it. That’s why I love the question because I really want people to hear this and believe me and I can give you example after example, I’m going to give you the short version of it.

Josh Ramsey

The first thing to know is if an ad agency tells you it’s going to take three to six months or more for you to see results from your website, they are full of, and you can just throw up. No, no way. Even there, even though I didn’t say the word, they’re full of it.

Josh Ramsey

I can give you examples why. The short side of it is I created a program that I call the Digital Marketing Plan. You can go do some research on it if you’d like. It’s called yourdigitalmarketingplan.com.

Josh Ramsey

The reason I created the program is really for the methodology and the principles because that’s what I teach. In all of the marketing and SEO marketing that I do, I want to be able to show people …

Josh Ramsey

I like to stand on the ground that I’m an ethical, moral guy, and I want to give people what they expect. Your question essentially is, I pay a lot of money, but I see no results. The results that you should see are what’s actually been done.

Josh Ramsey

Paraphrasing, there’s something in SEO called Amping. It’s accelerated mobile pages. With Amping, there is a program that’s free called Google Search Console. That’s where you find out at the core if your website is amped or not.

Josh Ramsey

Let’s say an agency comes to you, Scott, and says, hey, Scott, you really need to amp your website. You go, okay, what’s amping? Part one, I created a website, a program that gives you all the SEO elements.

Josh Ramsey

You can go online and learn about it, whether it’s through my library or somewhere else. Now you are educated. What do you do next? You say, okay, ad agency, go ahead and amp my site. What do you do, Scott?

Josh Ramsey

You sit back and you wait, and they come back to you in a month and say, hey, your site’s amped. Pay me. What do you do? You pay them. You pay them. Because until now …

SCOTT MACKENZIE

Okay.

Josh Ramsey

Yeah. That’s the logical choice. You’ve never had a way to hold anyone responsible.

SCOTT MACKENZIE

Understand results. I mean, okay, so I guess I’m amped. Does that mean bottom line value? Am I bringing in more revenue through my website? What does that mean?

Josh Ramsey

Well, the first part is, was it even done? You just paid for it. Is it even done? And I think that’s where business owners fail themselves first. To know if it’s done or not, there are screenshots that SEO companies could take and show you that they don’t.

Josh Ramsey

So that little principle, as simple as it is, and it sounds, that’s something that can be done where any SEO that is done by an SEO company, there are snapshots that you can take. This is the code before, this is the code after, here’s what we changed.

Josh Ramsey

So that right there will show you. The second part is, when you ask five different SEO guys what you should do with your website, they’re going to get five answers. And typically, it’s because two of them have no idea what they’re doing, two of them are good at just giving you fluff and filler, and that fifth guy is the one that actually knows what they’re doing.

Josh Ramsey

But oftentimes, you find that two guys may know what they’re doing, the question becomes which one do you go with, and that goes on expertise and strategy. So you have to be aware of that. But the end result coming back full circle to your question, there are ways to know if you’re performing.

Josh Ramsey

You can see performance in the first 30 days. You can see an increase in the first 30 days if you’re working with the right SEO guy. I guarantee that you can see results.

SCOTT MACKENZIE

My head is swimming with questions, and I’m going to try to keep it relatively succinct. I don’t even know how to spell succinct, but I know what it means.

SCOTT MACKENZIE

So I don’t want to invest a lot of time, energy or effort, I just want to find the right SEO person. So I’m going to go out there and I’m going to interview them. Okay, if I did that, what are the questions?

SCOTT MACKENZIE

Like, so I don’t have to wait 30 days and realize, damn it, I didn’t get the value I wanted. And I don’t even know because now I’m supposed it’s still Oh, look at that. How about you got to give me some street cred on that one, huh?

SCOTT MACKENZIE

You got to give me some. If you were looking out on a video, he’s holding up a book and it’s called how some SEO companies disguise laziness and high poor strategies. That’s his book. That’s called a segue.

SCOTT MACKENZIE

And the first chapter, I give five questions and answers to what you should be asking any SEO company and the answers that you should be expecting.

SCOTT MACKENZIE

The first five, just real quick. A lot of SEO companies also think, Hey, we also do digital marketing. Hey, we also do this. We also say it’s not just SEO as a standalone service. It’s like, as we do all of this other stuff.

SCOTT MACKENZIE

And look at that, man, we got a little SEO in there.

Josh Ramsey

Yeah. Well, everybody thinks that they’re a guru at something, but you typically have one thing that you’re really good at, and this kind of comes back to building a website. Just real quick, think about it this way, a designer that would design your website.

Josh Ramsey

What type of atmosphere do they thrive in and how do they dress? Just their dress code day to day. Then think about a coder. What type of atmosphere do they thrive in and what do they wear day to day?

Josh Ramsey

And that’s where a lot of business owners fail when they go hire a digital marketing company or someone to build their website. They hire one person to do everything.

SCOTT MACKENZIE

Yeah. Oh, yes, absolutely, and maybe that one person is great at writing copy. I don’t know, but not across the board by any stretch of the imagination. Now, if you came to talk to me, I, I, I’m pretty much a turnkey solution when it comes to any of this stuff.

SCOTT MACKENZIE

I’m not. I’m full of garbage.

Josh Ramsey

Just as a quick reference that’s more of the third personality and that’s the strategist and for me that’s where I thrive I thrive on what are the keywords what are we trying to do what’s our call to action and what are the results that we should expect and how do we measure those results and that’s where a strategist comes in and works versus a coder versus a design person.

SCOTT MACKENZIE

See, and it’s so interesting. On my journey, I didn’t realize any of this stuff I had in house people from either company, and where they all just did whatever, like, because somebody on Google said, Hey, you need to do this.

SCOTT MACKENZIE

And so I did, right. And I didn’t realize how much one value that can be achieved. If you have the right strategy in place, with the right individuals, you can truly transform your business.

SCOTT MACKENZIE

And really sort of position your business for the future because there’s still a lot of industrial companies out there that sort of do it the old school way. And I think that that will eventually change.

SCOTT MACKENZIE

That’s just thinking outside the box, pushing it. All right, we’re gonna have to wrap this interview up. It’s already been 20 minutes. Now, this is where the rubber meets the road. You listeners out there, you need to get a hold of Josh Ramsey.

SCOTT MACKENZIE

Now, he has a book. And I’m looking in my studio right here. And no, I don’t, I don’t see it. I see other people’s books that I’ve interviewed. I don’t see it coming. It’s in the mail. Is it in the mail?

SCOTT MACKENZIE

Good. Yeah. That’s important. And that’s shameless. That shamelessly begging one because I think that that’s an incredible topic that is of tremendous value specifically. But you also have some opportunities if they go out to jrcmo .com that’s his website jrcmo take a note of that.

SCOTT MACKENZIE

What can they find out there?

Josh Ramsey

Yeah, so if they reach out through jrcmo .com, then they can leave your name or your podcast name and request a book. Just drop your address and I’ll mail you one for free. Get out of here. Yeah. Plus there’s a lot of chapters that you can download right then and even an ebook link that I can send your listeners.

Josh Ramsey

So if they just have to request it.

SCOTT MACKENZIE

Some of those, the backlinks on my landing page for your landing page on my website.

Josh Ramsey

Absolutely, Mike.

SCOTT MACKENZIE

Absolutely. So we’ve completely removed any friction. You don’t have any excuse for not getting this information, is that right?

Josh Ramsey

Absolutely, yeah. I create a lot of content and the reason I do it is to help business owners. I’m in the mindset of if I give information they’re going to see that information, receive it the same way business owners and I work with business owners.

Josh Ramsey

They should be giving the same free information to become the authority.

SCOTT MACKENZIE

Yeah, see, man, you had me at, hi, I’m Josh. You’re fantastic. So you’re also, are you active out on LinkedIn?

Josh Ramsey

I am. Yeah. You can find me. Joshua Ramsey.

SCOTT MACKENZIE

It just can’t be just Josh Ramsey. I’m sure there’s John. There’s a gazillion Josh. It was Joshua Ramsey’s out there, wasn’t it?

Josh Ramsey

There are quite a few, you know. The one I battle with the most for PR is a Canadian punk rock singer so I’ve got to meet this guy.

SCOTT MACKENZIE

It’s better than mine. I’m battling against a guy in San Francisco. His name is Scott McKenzie and he’s been dead and he doesn’t spell the name the same way and he pops up all the time. I can’t beat him on Google or to save my life.

SCOTT MACKENZIE

I don’t know what to do. We’ll talk later and I’ll help you out. Yeah, I want to beat Scott McKenzie who’s a dead singer Anyway go out to a stat card. It’s gonna all be out there on this industrial talk calm. Find his interview Josh Ramsay You know, it’s Joshua, but we call him Josh because well we’re not that formal around here and there’s gonna be a lot of information out there as well as free offers. You need to check them out Josh.

SCOTT MACKENZIE

Thank you very much for joining the Industrial Talk podcast. You are absolutely spectacular. Thanks for having Scott and you listeners out there stay tuned because we’re gonna wrap it up on the other side.

SCOTT MACKENZIE

So, thank you!

SCOTT MACKENZIE

All right, once again, thank you very much for joining the Industrial Talk podcast. Two words, Josh Ramsey. He has mad skills and you need to go check him out on LinkedIn. Great guy. He’s active. Get that book.

SCOTT MACKENZIE

He’s got a great book. He’s got a lot of great free stuff out there. Go to industrialtalk.com find his interview, click on the links. You will not be disappointed. You need to know this stuff. For the future to be successful.

SCOTT MACKENZIE

You need to know this stuff. This is a powerful, powerful solution to your business, to your career. Find out more. Once again, Industrial Talk is all about you, the professional, the individuals that get it done, the companies that want to make an impact because you are, you are changing the world.

SCOTT MACKENZIE

Never, ever, ever forget that. So once again, go out to industrialtalk.com. You can also find the Industrial Academy. It’s chock full of great stuff to be able to learn and to continue to grow and it keeps on growing because we continue to work with a lot of great companies and great people to be able to provide you with the greatest.

SCOTT MACKENZIE

I said a lot of great in that, huh? It’s great. But anyway, it’s fantastic. How about that one? It’s fantastic material and fantastic information. Thank you very much. You guys are wonderful out there.

SCOTT MACKENZIE

Once again, be bold, be brave, dare greatly. That’s what we’re all about. You’re changing the world because you’re pushing the envelope. Thank you very much. We’re going to have another great interview right around the corner.

SCOTT MACKENZIE

So stay tuned and thank you again.