Ken Jurina of Epiar discusses the company's new negative keyword list tool with Liana Evans of Search Marketing Gurus while at SES Toronto. Ken also discusses a little bit about his SEO Toolbox panel and some of the tools they unveiled at the session.
Full Video Interview Transcript:
Liana Evans:
Hi I'm Li Evans of Search Marketing Gurus and KeyRelevance here at SES Toronto and I'm with Ken Jurina of Epiar. How are you doing today?
Ken Jurina:
I'm doing very well, Li, and yourself?
Liana Evans:
I'm doing great, it's almost over, I get to fly home back to Philly, but I loved my time here in Canada, you guys are so wonderful and time.
Ken Jurina:
Thank you for coming to visit us, I hope you had a hospitable time here.
Liana Evans:
I did.
Tell me, you are speaking here at SES Toronto, what are you speaking on?
Ken Jurina:
I'm speaking shortly actually on the SEO Toolbox marketers share. A series of panelists are going to be going through and talking about the different tools that they may use or suggest for people to be working on. Use it for both PPC and organic, costly competitive intelligence and all those types of things. There's a lot of great tools that are available and well be covering quite a few.
Liana Evans:
So can you give me a little tidbit. One of your tools?
Ken Jurina:
We'll actually be unveiling a little bit and showing our tool, which is great so that will be fun to show off. We've had a lot of questions about that for Epiar. We'll be talking about the Gsite crawler tool, a bunch of the different extensions in Firefox that you can look at, Iformarket SEO tool. Oh gosh, just trying to thinking of all the other one we got. There's so many we were auditioning off and we've kind of left it to the last 7 we've got. A lot of it is around organic optimization. Trying to identify good insight into what your site is going to look at when a search engine comes to visit it and what you should be considering. Also a little bit of your own keyword research and so forth as well.
Liana Evans:
You guys had a party last night.
Ken Jurina:
We did, we id. Some of you might have been there at the party. Thank you for those who RSVP'd and came to the party, we had a wonderful time. It was at the Ultra Supper Club. I took a whole bunch of photographs that we'll be putting up on Flickr, so you'll see all of the 300 and some photos we took last night. There was a great fashion show that we had at about midnight. There was different salsa dancers and a salsa band. There was a big catwalk of people that were doing modeling. We have a bunch of, oh I forget the type of dancing it was, but it was the type of dancing where its karate type dancing, I forget the terminology of it, but phenomenal dancers that we had. Of course great food, great drink, it was upstairs on this big patio. We had a wonderful time we had about 200, 250 people come down.
Liana Evans:
Wow that sounds like it was a lot of fun.
Ken Jurina:
It was good times.
Liana Evans:
Tell me a little bit about your company and what you do?
Ken Jurina:
Epiar, primarily focuses on search engine optimization. So the organic side of things, although we are offering a whole new paid service that we just got into as well. Our main claim to fame are the applications we've developed. We do really extensive keyword research, data mining hundred of thousands of different phrases on both the organic side and the paid side, to identify what are the targeted phrases that you want to rank on organically. Then we have a process of how to go through and optimize those phrases right within the website's content and coding.
We have another application that does link mapping to identify the best websites to acquire inbound links from by qualifying the most targeted websites that are the most authoritative that are worthwhile to get links from. As well as social media sites that are of importance to your industry and press release websites and a variety of different sites that exist that of importance that our application nicely links through all that. Looking through hundreds of thousands of keyword phrases verses us looking through hundreds of thousands of phrases or hundreds of thousands of websites or terms.
The new thing we are offering is what's called negative keyword lists. The negative keyword lists we're specifically focusing around for use in Google. Where we've reversed engineered our Market View application that does all that keyword research to find what the best phrases that are being searched that are negative key phrases. That are phrases that are being searched that you don't want your ads to be appearing on. Now the idea with that is taking advantage of the full 10,000 negative terms or phrases that you can put into a Google Ad campaign and of course you want to have the phrases that are being searched the most often that you don't want your ads appearing on.
We are getting about a 10 to 20% savings on pay per click spend per month. We are also improving the click through rate for our clients by a good 15-50% so its really remarkable results we are getting just from the insertion of one negative keyword list which you can do through your agency or yourself in-house if you are doing PPC.
Liana Evans:
That's great, well thanks for taking the time to explain all of this to us.
Ken Jurina:
Thank you so much.
Liana Evans:
I am Li Evans from Search Marketing Gurus and KeyRelevance and I'm signing off from SES Toronto.
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