Website SEO walk through webinar

POST Sectors

I have a co-host on today’s call as well. We’ve got Peter Carter. You want to say a quick hello?

Peter: Hello. How are we all?

Jon: Pete is my partner in crime. If for whatever reason, the internet gods are not favorable, he will take over, tell you some dad jokes. I just want to introduce Peter. He’s also gonna monitor the chat and the comments. I aim to play full-out and deliver some absolute gold. As I’m going through this, if you want to ask a question by all means do so, Pete’s going to keep it on the chat. And if there’s anything that you want to ask as we progress through this, by all means, I want to make this a very interactive discussion. So can I just get a thumbs up? You can see my screen Lisa I don’t believe I can see you.

Some reason video is not sharing, but that’s okay because I’m going to use my imagination. That’s cool you can loiter in the background Lisa. That is all good. So I’d just love to start out by just hearing where you’re joining us from. Cause in the registrations we had about 50 registrations people from all around the place, just let me know where you’re tuning in from and that Greg’s down there in Melbourne. Lisa you’re there in Victoria as well. I’m sitting here, I’m standing here at the not so sunny gold coast today. Port Macquarie.

I’m glad the sun is shining. So for you joining us here today, these people you see on stream, they are some wonderful human beings. This is Robin and Lindsey that head up have a feed. They’re a local gold coast based organization that help be disadvantaged here at the gold coast and every year. So they’re very focused around feeding the homeless and just generally providing community support. They put on a massive Christmas party every single year. And because you showed up today, we are going to make sure that every single person has a meal at that Christmas party. So I want to say a big thank you. They do awesome work. So thank you for showing up today in of what we’re going to cover, I’m going to keep it really punchy. I’m going to bring up some examples on the screen and actually show you what’s working.

So give you a high level of what constitutes a good SEO. This has been profound for us in 2020. I’m going to show you some examples of what’s working for other clients. So I guess we have the privilege of being across a lot of different websites. I’m going to give you an understanding of what actually constitutes a great SEO campaign, show you what the pieces of the puzzle actually look like, how you can dominate!
All right, make sure you do stick around. I’ve got a resource at the end that I will be sharing. So this will make sure that you can go and share your magic with the world.

So just for the people that don’t know me I’ve been doing this 20 years and I’ve got a little bit of gray hair poking through the bead. But in that time we delivered thousands of websites and had the opportunity to work with some amazing brands. And SEO is a big part of all of their strategies. I’m also the proud author of a book – “Love At First Site – How to Build the Website of Your Dreams”.

It was actually published around six years ago, and I was reflecting on the content. I was just sort of fumbling through it the other day. And a lot of principals still very much ring true. There is a whole chapter in there around content and also information around technical SEO. So if you want to dive into this in a bit more detail, then that is definitely a resource that you can do that with.

So why am I here talking about SEO and what makes me someone who is somewhat qualified, let’s do that. And the reason is this is what we use to grow our business. So 2020 has been a very interesting year for a lot of people has been a year of growth here at five by five is something that has really grown is our organic traffic traffic through our website off the back of Google. And this is largely due to a bunch of efforts that I have been involved in. The first lockdown I locked myself away for a couple of weeks and added about 30,000 words of content to our website. And that is largely the results of the traffic growth that I’m going to show you. So it is profound and it can have a big impact on a business.

What a lot of people don’t realize is there’s actually only 10 positions on the front page of Google. So if you’re not maximizing and leveraging these strategies, you can be pretty sure that your competitor is. And we, as I said, have the honor of being across a lot of different clients websites. So we’re consistently delivering around 10 websites every single month. And the awesome thing is we had access to their Google analytics so we can see the results of the different strategies that we’re implementing for our clients in terms of what’s actually working out there in the real world. Over that time and in delivering these websites, we’ve extracted over 155 star Google reviews. Google reviews are a big part of local SEO. So we’ll sort of touch on that today. We’ve got an amazing team of SEO experts, so technical SEO, SEO people, copywriters, and we have an in-depth understanding as to what a good SEO strategy and process actually looks like.

And when we stick to the plan, we get great results. So that sort of makes us the experts from an SEO perspective because we’re also physically building the websites. So what you see here on screen is a Rubik’s cube now, but the reason there is a picture of a Rubik’s cube is, I became mildly obsessed with these things about a year and a half ago when I was on a boys camping trip. And one of the guys had one. And when I first picked it up, I thought, “how the heck do you solve this thing?”. There are so many combinations and permutations, and just when you get one layer, right, you’re going to break it again, trying to solve the next layer. So I feel that a Rubik’s cube is a tremendous analogy for SEO. And when you actually break it down, it’s pretty simple.

It’s just literally going through solving layer by layer, by layer and memorizing a few, what they call algorithms or just sequences or steps. And now I can sit on the couch. I can sort of do it from my muscle memory. My record is about a minute 40 and once you know, the formula, it’s pretty easy, it sort of gets in there. So the end result is a turning a very complex thing into something that can be solved quite easily. So that’s very much the same for SEO and what I’m going to try and do in terms of the information or present today is just trying to sort of simplify it and just a bunk, maybe some of the myths and show you what, what a good SEO process actually looks like. Does that sound good?

Cool. So in terms of SEO, why should you care about SEO? What’s it gonna do for you?
Well, 80% of all online experiences start off the back of Google. It is the first place that people start researching a service, a product or a business. And in those results, if you’re in the mix, it’s going to build your authority. It’s going to establish you as a leader in your industry, and it allows you to dominate that digital space.

As I said, this has had a profound impact on us and our business and has created a very healthy sales pipeline. So the interesting thing for us is we get a lot of project inquiries over the weekend where we come in on a Monday morning and there might be four or five different project inquiries. When people have been Googling around on a Saturday night, searching for a website designer and leads basically show up day in, day out. I’ll show you the graph in terms of the traction that we’ve had from SEO. And you’ll see that very much, this is in and around compound growth. So small, incremental little changes done over time, snowball and then create what we call this evergreen source of traffic. And that’s how it’s very different to say paid advertising in the fact that the moment you turn off the paid advertising, the traffic stops. SEO continues. If you continue to invest in your SEO, it will pay dividends for many, many years to come.

So what I’m going to do is just show you what’s happened on our website.
Now what I’m using here, this is a tool called SEMrush. Semrush.com. It is a paid tool. Let me just show you, and if someone wants to dig into this in a bunch more detail you can actually sign up for a free seven day trial. I think you get full access or access at least to the minimum, the base level account, which will give you most of the things that you actually need. From a pricing perspective, it’s like a hundred dollars a month. And if you’re serious about your SEO, then it’s well worth the investment. So if I punch in a web address into this tool here, and if we look at it over time, really what this is showing us is the traffic that is generated off the back of Google organic. So if I go to Google and I type in say, web designer, gold coast, it’s not measuring the paid traffic. It is measuring traffic through from say the map or here in the organic search results. So ultimately this is number one position. This is what this is measuring is measuring searches off the back of Google. So I started this business back in 2006, coming up on 15 years in business and you can see going back even 2014, I didn’t have a lot of traffic to my website. I was a website designer that wasn’t generating a bunch of traffic. Most of our work came through referrals, and I hadn’t put a lot of emphasis in terms of marketing ourselves.

Obviously, as I grew and scaled our team, it was really important that we continue to what we call eat our own dog food, and demonstrate, and sort of display that market leadership in terms of the principles that we were promoting to our clients. So, as you can see, as we move through the years, this is when it really started to kick into gear. And as of last month, we were up to about three and a half thousand uniques off the back of Google. So going from basically zero to hero all in the space of about six years. So it was a slow march. And that sort of comes back to the consistency that I was talking about in the fact that in that time I wrote a book, there was a heap of content that was added to our website.

So it’s, I guess the first sort of key distinction and thing to take away from here is SEO is a longterm play. There are some quick wins that you can definitely get some runs on the board with, but it really is in and around having that long-term vision. The other interesting thing that this tool does is it actually shows you how you compare to your competitors. And this here, this axis here shows you the organic keywords. So the volume of different keywords, the number of different keywords that our website actually ranks for.

And in this instance, it’s around 877. The y-axis shows us how much traffic, those respective keywords actually generate. So in an ideal world, we want lots of traffic from lots of different keywords, which then puts us up into this top right hand quadrant. And you can see it as a competitor that generates a little bit more traffic than us, but they have less keyword coverage. So this is definitely the sort of position that we want to be in. Another interesting thing that we can see here is in and around branded traffic versus non-branded traffic. So an example of branded traffic would be going to Google and typing in an ad business name. That’s the name of our brand, Five By Five. Then we only really two key words that, that are sort of linked to our business. You can see the vast majority of traffic is actually coming through here from a Non-Branded traffic perspective. So I’m just having a look.

Denny Isaac’s asks the question – “It appears as though there’s a large spike coincided with the start of pay traffic. Is there any correlation”. My answer to that would be no Denny just in the fact that, well, I can turn this off. This actually measures paid traffic as well. And I can see this on a smaller scale, we do not spend a lot of money in Google. So compared to other businesses, it’s usually between 750 to a say, a thousand dollars a month.
Really the difference there was, we just started investing heavily in content and at the same time probably started spending more money as well. So short answer to, no, it would be no from a direct correlation perspective.
So the awesome thing that this tool does is shows you what we’re actually ranking for.

So these are our top organic keywords. If I view the details here, just to zoom out a little bit. We’ll take that out of all time.
The other cool thing, this does, it actually shows you when there’s like a Google algorithm update as well. So it looks like there was an algorithm update on, was it 24th of November? And there has been a sort of, I guess, a direct little kick. And you’ll see, there’s always little peaks and troughs. That’s the nature of SEO where it’s sort of up and down, up and down, up and down. As long as over time, there’s a gradual increase. You’re heading in the right direction there. So this what this page here shows us is what we’re actually generating traffic for. And you can see that these more generic search phrases like website designers, Gold Coast law firm, website, design company, legal website, development, lawyer, website developer.

I’m going to dig into this and show you the strategy that we’ve used here to capture all these different keywords. And you can see the number of different positions that we occupied.
It’s really interesting. So there’s a consistent theme. Accounting website, design attorney website designers, web developers Gold Coast, all the different variations on this. Now the start of this year, what I realized was that we just go to our website. We were delivering a lot of projects. So as I said, on average, we were delivering, say 10 projects a month. And we were working in a lot of different industry verticals. So what I decided to do was to start grouping and lumping these together. You can see all the different industries that we perform for. So just to give you an example with accountants, what we then did was went and set up these very specific landing pages tailored purely to accounting website design. So what we did was we researched, so we can go here or we can go to this keyword magic tool.

And what we can do is type in different seed keywords. So accounting website design, if I punch that in to this keyword magic tool, I identified that there were 70 unique searches for this keyword phrase, “accounting website design” every single month. So then I said, well, let’s set up a landing page in which that is highly optimized indeed, for those specific search phrases. And it’s not a massive search volume. 70 is not a big number for Australia wide that’s Australia wide, but even still the intent behind the search, someone typing in accounting website design has a very specific intent in terms of, – they’re probably an accountant who wants a website, right? So then we have like a sub-headline that just shows variations on these keywords. So this was the primary keyword – Accounting Website design. Then we got accounting, web designs, slight variation on that.

We have testimonials from the different accountants that we have worked with. We have a video that is hosted on YouTube. It just happens to have the same primary keyword that we’re targeting – “Accounting website design”. And this is a 60-second video saying “Five By Five are the leaders in accounting website design”. And we have some content that is specific to accountants. And then what constitutes an awesome accounting website. We then have the different projects that we’ve been involved in from an accounting perspective. So they each have their own page. And then at the very bottom, we have frequently asked questions that are specific to accounting websites. So an example is like, what sort of accountants do you work with? And we work with forensic accountants or management cost accountants, all these different sort of keywords that would potentially be associated with that. So what we then demonstrated to Google is we have a very specific page with very specific content in and around a specific vertical. So is that making sense? Am I, can I get a little, a little feedback in the chat that this is sort of making sense and I’ll actually show you the results?

So you can see here when I type in your search phrase, after the paid advertising, we are sitting here in number one position. So then what we can do is we can rinse and repeat. We can do this for legal website design, which is basically this number one position here. We’ve got Automotive Website design, and you can see, in some instances it actually triggers the local business pack as well. So Google will always put a lot of emphasis on the Google, my business listing, and depending on the search phrase, and whether there’s any geographical intent, there was no geographical intent in this search phrase, but it still triggered the pack. And you can see here, we basically got the pack listing and also number two listing there. So what we then did was just rinsed and repeated this across all the different verticals. So even if we just delivered like one project in a specific industry, we want to demonstrate that we’ve got some experience in an industry, real estate physio-therapy, orthodontics.

Like we’re getting pretty specific here, and some literally have like five or 10 searches every single month. But what it does is it just gives us tremendous depth nd coverage. So what I’d really encourage you to do is think about how you can demonstrate industry specific knowledge and how you can then build out that depth on your website, because if you do, Google will love you for it. So what I might do is then show you an example of someone else who’s done this really, really successfully this year. It is Stacks Law. So what I’m going to do is punch Stacks Law into this tool.

We’ve been working with Stacks for over five years now, we’ve actually built them two websites. This is the second version of their website. There is a ton of depth in this website and just let me show you the traffic graph over time. So before we launched their website, they were generating roughly around 300, 250 uniques a month off the back of Google July. Well, as of last month, it was roughly around 15,000. That is a 5000% increase in traffic which is pretty, pretty amazing. The sort of keywords that they are ranking for. Lots of different generic search phrases. So let’s have a look, I’ll just sort this by traffic. And you can sort of see instantaneously the sort of long tail, very specific search phrases that they’re getting found for. So this one here, for some reason, joint tenants versus tenants in common that yields them 470 unique visits off the back of Google every single month tenants in common, a section to mental health.

Obviously there’s a lot of mental health issues around at the moment. That’s generating them a lot of traffic. Their list goes on and you can see all these number one positions that they have. So how have they done it? They have built out just really good landing pages in terms of all the different service offerings that they have. And I think the last count was 120, 150 different service pages that they have. The general anatomy of each one of these service-based pages is you can see that there’s very, it’s very structured. So if we look at the URL structure, so this is the address structure it is a service they offer, they segment via either personal or business. They then have an overarching theme or category, which is family law.

And then there’s a specific service that’s operating under that. So Google loves order. If they see this nested structure from like a grandparent to a parent, to a child, they just soak it up. They love it. And they know exactly what’s what, and what your website is about. There we go. So the anatomy of this page, generally, there’s just good content, right? So legal content definitely might look sexy, but Google loves it. Right? So roughly around a thousand words of content, they’ve then got all these FAQ. So commonly ask questions around divorce and separation. Google love these things called accordions, where you ask a question and then answer that question and would they also have their divorce specialists dynamically fed through. So they’re a team of 200 plus people. What this page is doing is only showing the divorce specialists testimonials specific to divorce. Then news articles, it’s actually pulling the parent category, which is family law, but still applicable. So there’s usually stuff in here around laws and all that sort of stuff. So we’ve got a page that’s very, very specific around the topic and the trust and validation, why Stacks and then just general sort of calls to action. So that is a very good way to structure a website. The other thing that they have been really, really prolific with is their content creation. I know Elena, I’m not sure if she’s actually on the call but she she’s the main driver behind this initiative.

So she drives a lot of the content initiatives. And if we go into one of these, let’s have a look at a really interesting one. Here we go. So this is a series, essentially, this is a blog post, but it’s a series. What they called, “Which Case Won?”. Just makes content a little bit more interesting. So the general format of these is they, this is drawn on real-world scenario stuff. That’s happened out there and they say “could a daughter evict her parents.?” So that’s pretty interesting sort of story, right? What actually happened. So here are the facts,
The case for the what is it, the plaintiffs and the case for the defendants, maybe it’s the other way round. So basically they lay it all out and then I haven’t read this one and it asks me the question, which case one, and I’m just going to take a guess and say, it was, I was incorrect case B actually one. And then they provide expert commentary on the court’s decision. Why did the court actually you know make this decision? So at the end result is really detailed blog posts in and around a very specific topic. And you can imagine if you’re doing this consistently six times a month over say four or five years, that’s going to compound and grow.

And that’s where Stacks Law is seeing this uptick in terms of traffic. So I’m hoping you’re picking up on the theme here, that content, content, content, Google loves content the people that post the best content, the most engaging content are the ones that will be rewarded with the traffic. So one more example which is – this is a local business. So there’s a bricks and mortars business. I think Ashley’s actually on the call actually hits our marketing division there. Hello, Ashley. We built this website going back maybe six months now. Also a family-based business. They’ve been here on the coast for years and years and years. They’re a high-end products. So they work in a lot of like, you know, big houses and commercial projects and hotels and all that sort of stuff. And what the website does is essentially tells this story really nicely in a very structured fashion.

So if we, if we just punch, punch this and I’ll just show you the traffic that I’ve had in the last six months. Okay. And the uptickthat they’ve seen. So you can see here prior to the site going live, it was generating roughly 150 and then it goes live. And as of last month 1,224, which is pretty awesome in such a short period of time. And that’s gonna also, that’s going to grow. That’s like a 1200% increase from a Google listings perspective. Now let’s give you an example of a specific page from a product perspective in terms of what’s working well. So you can see here, it has this nice structured approach where they’ve segmented via carpet flooring, commercial, and then if we go a layer deeper. So with home cinema carpet, fairly specific product, they’ve got content very, very specific to this samples, theater and cockpit ideas and tips.

And there’s actually, there’s not a heap of content here, but this content was enough to get them a page one listing in which generates, I think about 30 or 40 unique visits to the website every single month, which is pretty awesome. So then what they’ve done is they’ve rinsed and repeated that across all the different stuff that they do, whether it’s hotels, whether it’s commercials. Yeah, so that’s just another really good example of someone that from a bricks and mortar perspective has achieved tremendous results in a very short period of time. Obviously they’ve been active with the blog as well. So that’s the real key here is having a blog that you consistently adding to at a minimum. You probably want to be adding at least one blog post to your website. And ideally that is roughly around 500 to a thousand words in total. So do I have any questions about any of this? I’d love to just open that up a little bit. And does anyone got any sort of burning questions in and around anything that I have spoken about? Feel free to put it there? Otherwise I might crack on, I’m going to show you.

Okay. Angie, awesome question. – “How do we find out about what keywords to start with?”

So let me show you that this here, this is the keyword magic tool. What we can do with the keyword magic tool I can put in a seed keyword. So now instance, web design, gold coast, Then what it does, is it goes away and it looks at all the related search phrases that it sort of groups together with the seed keyword. What I can then do is go through and cherry pick these so I can create like a master list. This is what we call keyword research. And there’s a bit of science behind it, a bit of psychology behind it as well. And the fact that a keyword or search has different intents sometimes a specific word has a very different intent and is going to attract a very different type of visitor that maybe doesn’t represent an ideal client or something like that. But in this instance, like these all look pretty good to me. Like I would love to rank for a lot of these different keywords. So as I go through, I can share it, pick each one of these, maybe not check website design.

In our instance, we’re like not the cheapest website designers out there. So if I was to build a blog posts on cheap website design, I probably actually don’t want those sort of clients actually coming through and raising their hand and getting in touch. So utilizing this keyword manager magic tool, I can then go to my keyword manager and you can see I’ve got a master list here. And every time I get my, I put my writing hat on, I sit down and I’m like, what am I going to write a blog post about today? I literally go to my seed keywords and I pick something. And I focus on that. In this instance, I was doing some research this morning and I saw there’s 20 searches on insurance web design. We’ve actually done two websites for insurers in the last two years, which means that I should probably build out another category in our work section for insurance, web design, not a massive search volume, but probably quite easy to rank for using that same framework. So does that answer your question there,
Angela or Angie? We have.

Greg Scott – “Do you have examples comparing traffic and overall revenue?”
That is a pretty open-ended question, Greg, in the fact that revenues are going to vary from industry to industry to geographical location. There are just so many variables in there. Maybe what I can do is I can pick up this discussion offline and see if we can, I can give you some very specific examples. I can follow that up for you if you like, but there’s just the short answer is no in the fact that we’d need to need to know a little bit more about the industry segments, all the vertical geographical location that you’re operating in.

Mike – Do you recommend doing more blog posts or more landing pages to generate SEO traffic?”
Great question. If you were to focus your efforts between the two, which would you do my answer to that would be the landing pages.

So once you’ve got your landing pages built out, you can then dynamically feed through the blog posts. So I’ll give you an example of where we’re doing this. We’ve built out all our landing pages here in dentistry, and you can see it uses the same format. We’ve just happened to build 20 different dentist websites. And if I go to the very bottom, I’d probably need a few more. What we’ve done is there was one blog post that we’d written around dentistry website design. So what we’re doing is dynamically feeding that into that landing page as well. This works so well because it creates this really tight interlinked structure within your website, almost like a cobweb or web. And then it allows you to layer in those blog posts as Google come through to the page, they’re seeing even more specific content in and around those blog posts.

So I would definitely prioritize landing pages, then blog posts, Mark.
What am I do is just talk a little bit about what constitutes a good SEO campaign. And step one is the keyword research. So we’re just going through this. You want to get really clear on what people typing into Google to actually find your products and services from this. You can identify the low hanging fruit, that insurance web design that was hanging fruit for us. I’m literally going to go and do that tomorrow, and there’ll be a page up quick, smart, super easy, just need to generate a little bit of content, easily done. So then you can be very strategic on where you focus your energies rather than a scatter gun approach. You’re being laser focused because you know where the opportunities exist and where the volume of traffic is actually coming from.

So the output from there should be a really clear list of keywords, which will form the foundation of your optimization process. And you’ve been super strategic. You know, exactly what people are typing in to find products and services. Step two is to optimize the website content. So making sure the actual structure reflects the keywords you’re targeting. And I showed you examples of that. Not only in our website, stacks law, across, they all use the same principle in terms of getting your foundation or your structure. Then optimize it, create content that aligns to those keywords. And there’s a bunch of technical stuff in terms of like updating your title, tags, your meta descriptions, your heading 1 tags, your content, and being very, very clear on your intent for each one of those pages.

The end output is a refine website that Google will absolutely love. The key here is to find a good balance between traffic and site psychology. There’s no point having a heap of traffic through to your website. If it doesn’t look good, you don’t have good photography. If there’s no calls to action, if you’re not sort of ticking all the right psychological boxes. So ultimately that’s there where a good website design will balance against all this great traffic because you can. People raise their hand, they’ll get in touch. So that’s the balance that we’re always trying to seek here. We can then do offsite optimization so well, and you actually asked a question around backlinking. So there’s a a tool that Google provide called webmaster tools that provides a whole bunch of technical feedback from Google in terms of how they’re actually indexing your site and if there’s any errors and all that sort of stuff.

So you need to make sure that’s all sorted. We still utilize these things called web two point properties. So they’re like little properties or websites that exist out on the website or sort of out on the internet, but ultimately link back to your website, same deal with directories. They are essentially directories of just listings. You know, when you think of the old school, yellow pages as a virtual version of that, where there’s all these directories out on the internet that are linking back to your website. So hundred percent back linking is still very relevant in 2020, and then obviously Google my business optimization.

So I showed you when I did the Google search for say the lawyer website design, our Google My Business listing popped up in there. You want to make sure that’s fully complete and it’s fully optimized. And that you have a ton of five-star Google reviews because to someone, that’s the first starting point from a browsing experience on Google. If you can build that social proof. And in our instance, the 150 to five star Google reviews, the highest rated website designer in Australia, which I’m pretty proud of. You can already set the tone for the experience that someone can expect. The output is just a greater footprint of the website and on the internet. And ultimately Google is a popularity contest, and you want to make sure that you are one of the cool kids in town, in their eyes. Step four is reporting. So basically you want to set a baseline. This is where you are as of the 1st of December. Secondly, you aren’t tracking specific keywords. So utilizing that SEM rush tool, you can actually see the movement. This is where you were at the start of the month.

And this is where you ended up at the end of the month. And you Rose to positions for the given keyword. And ultimately you are tracking the website and the keyword positions any movement up or down, you saw that it was a wiggly graph. You want to look for trends. The end output should be detailed reporting and analysis on a month to month basis is that, Oh, Peter Drucker quote -“What gets measured gets managed.” So you want to keep that very much front of mind. And then ultimately it’s a fully transparent process in which you track the effectiveness of your activities. So sometimes takes a few weeks for a blog post to actually get indexed. That’s probably a good lead in into your question. James James asked, what are the benefits of this keyword tool over say Google analytics? So the difference, the key difference between SCM rush and Google analytics is SCM rush does give you more visibility in terms of the keyword research, what people are actually typing in to find products and services.

Google analytics is more sort of looking back in the rear view mirror, right? It’s just all Google analytics is showing you is what’s happened in the past. What pages people have looked at where they’ve come from, what a bounce rates, how long they’ve spent on a specific page all this sort of highly sort of technical data. And it just keeps getting deeper and deeper and deeper. So SCM rush is more focused in and around – “Here are the opportunities, here’s where you currently stand. Here’s some low hanging fruit. This is how you can maybe improve those positions.” And it does all the reporting as well. And you can sort of see traffic trends. And so there’s a little bit of overlap, but that would be my, my simplest against answer to that, James. So we’ve covered a lot of territory. This handsome man here, Peter, Peter, you want to say a quick hello?

If anyone is interested in jumping on a discovery call with Peter, we will do the following. So we get a really clear understanding as to who you are. So what you do, who you do it for, what are your product ecosystem look like? What is your engagement process look like, your business model, how you’re putting dollars in your bank account, all that sort of stuff. The end result is we get a very good intimate understanding as to who you are and what you do. Also, you can see the competitive landscape. So this is really, really helpful because you can see what other people are doing to get results. What are they doing to succeed? What strategies they’re using, what is their digital presence actually look like? What are the gaps in the opportunities that exist? You know, what are the little niches that we can hone in on?

So you really get to know the competition. You get a good understanding as to what an amazing market solution looks like. Just from a general sort of site psychology perspective. We’ve got a ton of examples of lots of different industries that we’ve been involved in. You get a very clear understanding of the process, how long it should take what’s required from an input perspective, what should it cost? All that sort of stuff. So Peter, if you can just put that link in the chat there. Thank you. Put in your details. No obligation. If you just want to have a chat we can dig into you your business and maybe where the opportunities lie. So what I’d love to hear feedback is my fuel. What is your number one learning from today? Can anyone share that with me? Were there any light bulb moments?
Mike said – “really great. Thanks mate.

I would love to provide that, but my team may give me a big slap on the wrist. So go, go sign up for a trial. Honestly, we spend hours in this thing every single day. It is definitely worth the 99 us dollars. As you said, I feel like we can take our FAQ’s from clients and use them as blog posts. Now you’re talking, that is literally, whenever I was in a sales conversation, I have a notepad and every question that I get asked in that sales conversation, I write it down and then I create a 500 to a thousand word blog posts because the psychology there is, if someone’s asking the question, then someone else’s thinking it, and they’re probably typing it into Google to ask as well.

So that’s another strategy, I spoke about like services or industries. You could do it for products or product ranges. So there’s no reason why, even though that you’re not a manufacturer as such, you can still be an authority in a specific brand. So there’s a ton of searches in and around different brands on the internet. There’s no reason why you can’t own that space. And if you’ve got, you know, five or 10 brands that you are the, the hero for, then you want to make sure that that’s definitely represented on your website. So I love that Ashley.

Brian, for me, the benefit of SEO of advertising that SEO keeps giving ROI, whereas advertising, when it stops, it stops so hundred percent look, you want to have a foot in both camps, Brian, as I said, we send a thousand dollars to Google every single month, but at the same time, we spent a lot of time and effort in terms of creating content on our website.

So ideally, you don’t want to have one thing that generates all your leads and inquiries, if you can diversify it. That’s great. Caroline – “I need to buy SEMRush”
Mike Landen – “1000 to 1500 words, detrimental to have more?” – not necessarily. So there was sort of a bit of, there was some murmurrings in and around around people saying long form content was like detrimental to have on your websites. A long form would be maybe like 2000, 3000 plus words. I think it’s really in and around engagement if there’s content there for the sake of having content and it’s fluff and it just not engaging. Google were recognized that Google are measuring time on page. They’re measuring, you know, how you interact with the actual site, all this sort of stuff.

So I’m a big fan of long form content and some of the highest traffic pages on our website are actually based on long form content. So nothing wrong with that. Yeah. All right. So those were all the questions we’re sort of coming up on time here. If anyone wants to dig into this, this is the book that is freely available on Spotify. What we will do all we’ll actually send a follow-up email just with the link to this, but literally you can go to your Spotify app, search for “Love At First Site”. You can listen to it in the car. There’s actually a whole chapter in there around content. So that might just be some good food for thought. Thanks, Peter, that’s a link to the book. You actually grabbed the link of that page as well. And I just encourage you all to go forth and share your magic, your unique brilliance with the world.

And if you do that, then you’re probably going to get some great results of the back of Google. I’m going to hang around. And if anyone else has any sort of questions or queries, Oh, here we go. Mark, you made reference to video being hosted on YouTube, does Google favor, YouTube over Wistia or Vimeo. I’m a fan of YouTube. And the reason being like say Wistia and Vimeo actually have a better user experience in terms of the customization of that video. What you can do, Google own YouTube. I want to use Google’s products. So by me inputting a YouTube video on my landing pages it shows to Google that I’m using their products. Also the second largest search engine in the world just happens to be YouTube as well. So anyone typing in say, web designer gold coast, I’m then giving myself the opportunity to potentially get found through YouTube as well.

That’s probably like a little bit more of a long shot, but I just, my, my preference is to use YouTube. So that would be my answer to that, Mike.
Can SEM rush, help you anticipate what your competitors might be planning based on searches that end up on their site based on their site? So what you can do, you can through SEM rush, you can actually see a complete list of all the different keywords that our competitor is getting found for. And then what that allows you to do is go and maybe cherry pick, or you think they are absolutely dominating that specific keyword. I’m just gonna like concede defeat and walk away from that keyword, but maybe try some other opportunities. So that’s, for me where you can use some more than in-depth competitor analysis to actually say, what’s working for some competitors, maybe there’s a competitor that’s working in like a different geographical space and there’s no overlap. So that’s where you can go and cherry pick potentially some other sort of keywords. So I’m not sure whether that answers the question. But there’s, there’s a heap of depth that you can go into just, just around the competitors as well.
Can you tell us more about the book?

Is it recommended to work through that first before approaching it?
Look, it’s, it’s, it’s a pretty punchy read in the fact that you can get through it in about two to three hours. There are lots of pretty pictures as well. So it’s, it’s a pretty short, punchy read. We aimed it to be for a business owner that can literally like go through it in a weekend to give them the foundations, the fundamentals that they need to just go into a process more informed, more educated. So look, it is a good process to go through, but if you want to reach out and have a chat as well, that’s okay as well.

About the author
Jon Hollenberg
With over 20 years experience within the web industry, Jon is an expert in online marketing and online growth strategies. Over the last ten years he has worked with iconic brands such as Qantas, Jeep and the Currumbin Wildlife Sanctuary plus hundreds of other businesses Australia wide. Jon is a published author of "Love at first site - How to build the website of your dreams".
Cta Burger New
A proven recipe for
digital marketing success.
Get a Quote

Share This

Select your desired option below to share a direct link to this page