---Presenter: Ron HalversenSubject: SEO and Content StrategyDetails: In Part III of the SEO Series for the marketing team training, Ron shows how to use SEO and your content strategy to promote your champion pages.Duration: 00:49:51---00:00:05.300 --> 00:00:08.610 - Before we can determine a content strategy before we can 00:00:08.610 --> 00:00:12.582 - determine what we want to write about, we have to figure about 00:00:12.582 --> 00:00:16.554 - what all the keywords are that we think we can actually show 00:00:16.554 --> 00:00:20.195 - up for, right? There's no reason to write about a bunch 00:00:20.195 --> 00:00:22.843 - of keywords like financial advisor or financial planning 00:00:22.843 --> 00:00:26.815 - if there's no way we're ever going to show up, we're just 00:00:26.815 --> 00:00:30.125 - wasting our time, right? I mean, that's the whole reason 00:00:30.125 --> 00:00:34.097 - why the first 2 weeks we spent on the keyword training. So 00:00:34.097 --> 00:00:38.069 - what we really want to make sure is that the content that 00:00:38.069 --> 00:00:39.062 - we write about. 00:00:40.110 --> 00:00:45.005 - Is applicable, so we're gonna start here. I'm gonna throw this 00:00:45.005 --> 00:00:50.345 - question out to both of you. What is a content strategy Sam? 00:00:52.180 --> 00:00:54.988 - Um? Charm chewing gum. 00:00:58.640 --> 00:01:03.940 - First gas or letters. Guess my understanding of it is. 00:01:04.760 --> 00:01:06.680 - The way in which you. 00:01:07.760 --> 00:01:13.744 - Plan your very sexy content so SCO strategy combined with even 00:01:13.744 --> 00:01:15.920 - like social media content. 00:01:16.600 --> 00:01:22.540 - Uh and Harold times together to lead users to your page. 00:01:23.600 --> 00:01:27.842 - Right, so the only other thing I would add to that is change the 00:01:27.842 --> 00:01:31.478 - last couple words instead of just lead users to your page to 00:01:31.478 --> 00:01:35.114 - drive your goals. To help drive goals 'cause I don't know what 00:01:35.114 --> 00:01:38.750 - those goals are, maybe I don't want to drive people to the 00:01:38.750 --> 00:01:42.689 - page. Maybe I want to drive people to a video. Maybe I want 00:01:42.689 --> 00:01:46.931 - to drive him into a paper click add, maybe I wanna drive him to 00:01:46.931 --> 00:01:49.961 - a specific advertisement or a specific free trial or whatever, 00:01:49.961 --> 00:01:53.294 - right? So one of the things about a content strategy is 00:01:53.294 --> 00:01:58.712 - everything you said. But at this point is 2 of a goal of helping 00:01:58.712 --> 00:02:03.418 - us achieve our goals, so that's part of what the strategy is. Is 00:02:03.418 --> 00:02:05.228 - defining what those goals are, 00:02:05.228 --> 00:02:07.810 - right? So Patrick. 00:02:09.540 --> 00:02:15.357 - Does this strategy serve not server serve? 00:02:15.960 --> 00:02:22.035 - SCO or CRO, or both, or neither, and why? 00:02:26.030 --> 00:02:28.560 - I, I think it serves. 00:02:31.880 --> 00:02:37.842 - Both because. The of course, the purpose of the 00:02:37.842 --> 00:02:42.002 - content is to create conversions or to increase conversions, but 00:02:42.002 --> 00:02:47.826 - the content also has to serve to be relevant and it also make it 00:02:47.826 --> 00:02:52.402 - to wear so that the search engine believe your content is 00:02:52.402 --> 00:02:57.394 - relevant and will place you higher in a sea of content above 00:02:57.394 --> 00:03:01.554 - all others. That was almost worded perfectly. I don't even 00:03:01.554 --> 00:03:06.546 - know if I could have worded it better. Good job so Sam. 00:03:06.960 --> 00:03:08.550 - Tell us what he just said. 00:03:14.230 --> 00:03:18.156 - OK, if you don't know let me explain it, because CRL might be 00:03:18.156 --> 00:03:21.780 - a brand new term that you're not familiar with, right? And most 00:03:21.780 --> 00:03:25.102 - people don't. 99.9% of my clients never even heard a CR. 00:03:25.102 --> 00:03:29.028 - Oh, they don't know what it is. If I asked him this question, 00:03:29.028 --> 00:03:33.256 - they barely even know what SCO is, let alone how to do it or 00:03:33.256 --> 00:03:36.880 - what it actually does. So what Patrick did when he answered it, 00:03:36.880 --> 00:03:39.900 - he started from the CRL first, he said, basically, we're 00:03:39.900 --> 00:03:43.088 - writing the content. Convert right which is conversion rate 00:03:43.088 --> 00:03:46.718 - optimization. That is what the CRO stands for. Basically what 00:03:46.718 --> 00:03:50.348 - it means. I've been watching these videos lately about sales 00:03:50.348 --> 00:03:54.341 - tactics, an one of the sales tactics that I read yesterday. 00:03:54.341 --> 00:03:59.786 - The the video let me bring it up just yet and see it is probably 00:03:59.786 --> 00:04:03.779 - going to be easier with me to just bring it up. 00:04:07.460 --> 00:04:10.790 - Here see if I can Fast forward through the video 00:04:10.790 --> 00:04:12.455 - to get right to the. 00:04:13.590 --> 00:04:16.515 - No, gotta get rid through the two ads first. 00:04:20.820 --> 00:04:24.696 - OK, so let's get this out. Let's see if I can find. 00:04:29.260 --> 00:04:30.050 - Right there. 00:04:31.240 --> 00:04:35.062 - OK, so you see, the first thing is if you're at a car dealership 00:04:35.062 --> 00:04:38.065 - and you're standing up outside their saying 80% of you will 00:04:38.065 --> 00:04:41.341 - still leave without buying a car that day. If you actually walk 00:04:41.341 --> 00:04:44.344 - inside and start talking to somebody and they get the chance 00:04:44.344 --> 00:04:47.074 - to start serving you and treating you well, and things 00:04:47.074 --> 00:04:50.077 - like that only 5050 chance, you're going to leave without a 00:04:50.077 --> 00:04:53.626 - car. But if they could actually get you in situ down, offer free 00:04:53.626 --> 00:04:56.629 - Diet Coke or whatever, there's an 80% chance you're buying the 00:04:56.629 --> 00:04:59.905 - card that day whether you went in there or not without anything 00:04:59.905 --> 00:05:01.816 - right? So this is kind of what 00:05:01.816 --> 00:05:04.869 - we're talking about. So we're literally with our content when 00:05:04.869 --> 00:05:08.860 - somebody comes to the page with the words we use with the Voice 00:05:08.860 --> 00:05:11.930 - that we right in with the organization of our graphics 00:05:11.930 --> 00:05:15.000 - with the calls to action were literally doing this same 00:05:15.000 --> 00:05:18.377 - strategy where we're trying to get them from, you know, when 00:05:18.377 --> 00:05:21.754 - they first come to the article there standing up there outside, 00:05:21.754 --> 00:05:24.824 - looking in. They haven't really read anything yet. If they're 00:05:24.824 --> 00:05:27.894 - actually reading some of the text, there's 5050 chance you 00:05:27.894 --> 00:05:31.271 - know we gotta chance, but if they're actually reading all the 00:05:31.271 --> 00:05:34.955 - text or filling out a form or watching a video or doing 00:05:34.955 --> 00:05:36.490 - something else on the page 00:05:36.490 --> 00:05:39.880 - that's fully engaging. There's a much like higher likelihood that 00:05:39.880 --> 00:05:43.840 - they're gonna convert and do what we want them to on the 00:05:43.840 --> 00:05:47.470 - page, right? So it's the same strategy is just instead of 00:05:47.470 --> 00:05:50.770 - carbine were doing it with content right? So basically what 00:05:50.770 --> 00:05:54.070 - Patrick said, answering this number 2 is we're writing the 00:05:54.070 --> 00:05:58.360 - content in such a way that when the people come and read the 00:05:58.360 --> 00:06:01.660 - content it hook some. It educates or offers to them 00:06:01.660 --> 00:06:04.960 - those. The only two things that marketers do when writing 00:06:04.960 --> 00:06:08.260 - content. They only have two options. They are either doing 00:06:08.260 --> 00:06:12.250 - education. Or making an offer right so I'm saying Sam. Here's 00:06:12.250 --> 00:06:16.657 - how to cook. This brownies or I'm saying by today and you can 00:06:16.657 --> 00:06:20.386 - get 2 for one brownie mixes same thing we're talking bout 00:06:20.386 --> 00:06:24.454 - brownies. One I'm educating you giving you a recipe or how to 00:06:24.454 --> 00:06:28.861 - make better brownies or two. I'm giving you an offer of 50% off 00:06:28.861 --> 00:06:32.590 - if you buy 2 today right? That's really the science behind 00:06:32.590 --> 00:06:35.302 - marketing marketing. Really, when you're generating stuff is 00:06:35.302 --> 00:06:38.353 - for only those two purposes does that make sense. 00:06:38.870 --> 00:06:43.188 - Yeah so. Patrick said, basically we're writing the 00:06:43.188 --> 00:06:46.741 - content to help convert, which is true, however, and then he 00:06:46.741 --> 00:06:50.940 - went on to the second half of that. The content has to be 00:06:50.940 --> 00:06:54.816 - good, the content has to be relevant now. He used the word 00:06:54.816 --> 00:06:58.046 - relevant a couple times. What does that mean to you? 00:06:58.046 --> 00:07:01.599 - Relevant to what and to who and what the heck is 00:07:01.599 --> 00:07:01.922 - relevancy? 00:07:04.550 --> 00:07:07.608 - Um? And I'll give you the answer. 00:07:12.980 --> 00:07:16.808 - Uh, the ranking. Sorry no, uh, the keyword keyword right? It 00:07:16.808 --> 00:07:20.984 - has to be relative to the keyword. So if somebody goes and 00:07:20.984 --> 00:07:24.464 - searches for great deal on brownie mixes then our page 00:07:24.464 --> 00:07:28.640 - content, even though it's an offer to get 50% off if the 00:07:28.640 --> 00:07:32.120 - content isn't written really well for brownie offer ordeal on 00:07:32.120 --> 00:07:34.904 - brownie mixes or whatever. The keyword searches somebody's 00:07:34.904 --> 00:07:38.732 - going on the Internet looking for they're not even gonna find 00:07:38.732 --> 00:07:42.908 - the page. They're not going to click and come to the page. 00:07:43.160 --> 00:07:46.152 - To even have a chance to convert or to educate them 00:07:46.152 --> 00:07:49.416 - and offer him on the page, right? So when I ask people? 00:07:50.530 --> 00:07:55.864 - Question #3 who are we writing the content? 2 or 4 NY? Go ahead 00:07:55.864 --> 00:07:57.388 - and answer that Sam. 00:07:58.410 --> 00:08:01.758 - The UM decision makers. 00:08:03.610 --> 00:08:06.355 - That's one of the three through the other two. 00:08:11.190 --> 00:08:14.385 - Let me break it apart from a CRO Perspective. 00:08:14.385 --> 00:08:16.160 - Who are we writing for? 00:08:18.550 --> 00:08:21.970 - Uh, I mean the end user OK, and those are two groups. 00:08:21.970 --> 00:08:25.675 - Those are two of the three. So who are those two you named 00:08:25.675 --> 00:08:29.095 - one of 'em decision makers, so we got one of two, right? 00:08:29.095 --> 00:08:32.800 - Those are the people from a CRL that are going to come and 00:08:32.800 --> 00:08:35.650 - start reading the content that we're trying to convert to 00:08:35.650 --> 00:08:38.785 - request a quote from clarity. So that's half of 'em decision 00:08:38.785 --> 00:08:40.210 - makers. Who is the other? 00:08:42.170 --> 00:08:42.820 - Uh. 00:08:45.840 --> 00:08:46.700 - Uh, what's? 00:08:48.550 --> 00:08:49.610 - Um? 00:08:52.220 --> 00:08:55.230 - It's what we went over, Uhm, Yep. 00:08:56.840 --> 00:09:01.650 - Oh Gee, that's it. Yeah, technologists or anybody in the 00:09:01.650 --> 00:09:04.536 - technology. So it's the guy in 00:09:04.536 --> 00:09:08.193 - it Googling. I need an integration with WooCommerce to 00:09:08.193 --> 00:09:10.884 - syspro so either somebody's coming to us basically Google 00:09:10.884 --> 00:09:13.874 - Iain looking for a technical capability to like I need 00:09:13.874 --> 00:09:16.864 - somebody who's got a scalable beta BE Commerce platform. I'm 00:09:16.864 --> 00:09:19.256 - looking for somebody can integrate with Oracle, NetSuite. 00:09:19.256 --> 00:09:22.844 - I'm looking for someone who can build and Design a new website, 00:09:22.844 --> 00:09:25.834 - a doctor, patient portal. Those are all technologists trying to 00:09:25.834 --> 00:09:29.422 - get a technology answer. We have to write to them. But then 00:09:29.422 --> 00:09:33.010 - there's lots of other people that are like how can I improve 00:09:33.010 --> 00:09:36.299 - my website to increase sales. How can I improve my patient 00:09:36.299 --> 00:09:39.170 - portal to? Increased patient satisfaction and improve 00:09:39.170 --> 00:09:42.722 - provider Healthcare. Those are business decision makers trying 00:09:42.722 --> 00:09:47.606 - to improve or increase business metrics. So really those are the 00:09:47.606 --> 00:09:52.934 - only two people that we write. 2 from ACRO perspective, right? So 00:09:52.934 --> 00:09:57.374 - from an SCO perspective, were actually writing to all three, 00:09:57.374 --> 00:10:00.038 - but we're only riding to work. 00:10:00.310 --> 00:10:03.268 - Who are we writing 24S TO? 00:10:06.530 --> 00:10:07.500 - Um? 00:10:08.890 --> 00:10:10.380 - I guess the end user. 00:10:11.570 --> 00:10:12.090 - Patrick 00:10:13.390 --> 00:10:17.383 - uh, for SCO, probably be like the search engine's. The search 00:10:17.383 --> 00:10:20.650 - engines were writing to Google, because remember, we're not 00:10:20.650 --> 00:10:24.280 - reaching the end users. Google is remember they're going to 00:10:24.280 --> 00:10:28.636 - Google or Bing or Yahoo. They're typing in a search. The search 00:10:28.636 --> 00:10:32.629 - engine is looking at all the relevant content on the Internet 00:10:32.629 --> 00:10:37.348 - and saying, here's some content that was served up to me that I 00:10:37.348 --> 00:10:41.341 - think would be relevant for you. So remember from an SCO 00:10:41.341 --> 00:10:43.156 - perspective, we are writing to 00:10:43.156 --> 00:10:47.675 - Google. Period, right? Because if we can't write to Google in a 00:10:47.675 --> 00:10:51.125 - way that Google likes and digests and index as well, 00:10:51.125 --> 00:10:55.610 - Google isn't gonna serve us up to the end users and so it 00:10:55.610 --> 00:10:59.060 - doesn't matter who are writing. We're just writing content for 00:10:59.060 --> 00:11:03.200 - nobody to ever get to the website and read. So SCO is 00:11:03.200 --> 00:11:04.235 - written for Google. 00:11:04.880 --> 00:11:10.567 - CRO is written for end users are both important and why? 00:11:11.240 --> 00:11:11.870 - Patrick 00:11:15.780 --> 00:11:16.530 - um 00:11:20.440 --> 00:11:24.346 - well before uhm actually insert this properly. 00:11:26.730 --> 00:11:30.214 - Cat take a pass. Well, I just answered it. I was just asking 00:11:30.214 --> 00:11:33.698 - what I said to make sure you guys understood. I just said we 00:11:33.698 --> 00:11:37.182 - have to do well in SCO writing for Google because if we don't, 00:11:37.182 --> 00:11:40.666 - Google's not going to serve it up to the end users and you 00:11:40.666 --> 00:11:43.882 - already basically said if we don't write it well on the page, 00:11:43.882 --> 00:11:47.098 - we're not going to convert the end users and convince them to 00:11:47.098 --> 00:11:50.314 - fill out a form for a request. So the answer is equally 00:11:50.314 --> 00:11:53.262 - important to both because it doesn't matter and this is back 00:11:53.262 --> 00:11:56.210 - to my old bloc party reference. When I was talking about. 00:11:56.370 --> 00:11:59.769 - Blink 182 in the block party you don't wanna invite 10,000 00:11:59.769 --> 00:12:04.404 - people over to a party. If all you've got is a 6 pack and a 00:12:04.404 --> 00:12:07.494 - single pizza and 10,000 people show up, that's great. SCO 00:12:07.494 --> 00:12:10.275 - terrable CRL. Conversely, you don't want to invite invite 00:12:10.275 --> 00:12:14.601 - blink 182 to come play, get your dad who owns a bar to give 00:12:14.601 --> 00:12:18.000 - you unlimited beer, and then you go out and invite three 00:12:18.000 --> 00:12:18.309 - people. 00:12:19.680 --> 00:12:25.465 - Prices are so terrible. SCO Great CR Oh so they both have to 00:12:25.465 --> 00:12:26.800 - be equally important. 00:12:27.440 --> 00:12:31.570 - That's why I usually for every hour of SCO work I spend on our 00:12:31.570 --> 00:12:35.405 - website. I tried to spend an hour of CRL work. That's why a 00:12:35.405 --> 00:12:38.945 - lot of times the last three months, the only thing I've done 00:12:38.945 --> 00:12:43.370 - on our website is CR. Oh, why am I not doing any SCL 'cause Riley 00:12:43.370 --> 00:12:46.910 - and Chris or out drinking all these articles and doing all the 00:12:46.910 --> 00:12:50.745 - SCO work day in and day out consistently? So I in order to 00:12:50.745 --> 00:12:53.990 - offset that and going in and cleaning up the pages and 00:12:53.990 --> 00:12:56.350 - improving the graphics and improving the the configuration 00:12:56.350 --> 00:12:59.300 - and doing everything I can from a CRO perspective so? 00:12:59.420 --> 00:13:02.588 - All of the hopefully people there inviting to the party have 00:13:02.588 --> 00:13:04.604 - a good time on the page and 00:13:04.604 --> 00:13:09.957 - convert. Right, so that's that's why I focused heavily on CR. Oh, 00:13:09.957 --> 00:13:13.927 - because Riley and Chris have been focusing heavily on SCO, 00:13:13.927 --> 00:13:15.118 - which is great. 00:13:15.670 --> 00:13:21.624 - Right, so now we have a specific content strategy. Now we kind of 00:13:21.624 --> 00:13:25.288 - understand what a content strategy is, right? Content 00:13:25.288 --> 00:13:30.326 - strategy is alright. The way we drive people to our website. 00:13:30.930 --> 00:13:34.974 - For the most part is producing content. That's what we serve to 00:13:34.974 --> 00:13:38.681 - Google. Google digests content, it swizzles it up and it serves 00:13:38.681 --> 00:13:42.388 - it up to people looking for content. I mean, that's really 00:13:42.388 --> 00:13:46.095 - what a content strategy is. So for our content strategy, the 00:13:46.095 --> 00:13:50.476 - decision is what type of content and how do we serve up that 00:13:50.476 --> 00:13:54.183 - content to Google such that Google will serve it up to 00:13:54.183 --> 00:13:57.553 - people that are our prospects that we're trying to reach, 00:13:57.553 --> 00:14:00.586 - right? That's what clarity's content strategy needs to be. 00:14:01.460 --> 00:14:05.672 - So the way we do that, and I think we talked about this 00:14:05.672 --> 00:14:07.616 - before Sam. What is a champion? 00:14:10.010 --> 00:14:13.390 - It's like the page that all the other creatures give 00:14:13.390 --> 00:14:17.446 - their votes towards to um to be the best one, and the 00:14:17.446 --> 00:14:19.474 - one that like you want, uh? 00:14:21.190 --> 00:14:25.230 - I guess is showcased on, uh, all the search engines 00:14:25.230 --> 00:14:29.270 - correct? It's our candidate that were put up for office. 00:14:29.270 --> 00:14:32.502 - Everybody else is supporting that candidate and that 00:14:32.502 --> 00:14:37.350 - candidate in the terms that I like to use, has the best 00:14:37.350 --> 00:14:39.370 - chance at converting the visitor. 00:14:40.530 --> 00:14:43.845 - Right, so it's kind of like and this happens, and even in this 00:14:43.845 --> 00:14:46.905 - video in the background that I was watching the other day, it 00:14:46.905 --> 00:14:49.965 - was actually talking about and it said, you know the sales guy 00:14:49.965 --> 00:14:53.280 - your talking to when you walk in the door is definitely not their 00:14:53.280 --> 00:14:56.085 - best salesman, but that person comes in and does the test 00:14:56.085 --> 00:14:59.655 - drives and as soon as they come in and they start asking you how 00:14:59.655 --> 00:15:03.225 - much you want to pay and stuff. One of the things they do is 00:15:03.225 --> 00:15:06.285 - they say Oh Hey, let me go introduce you to our service 00:15:06.285 --> 00:15:09.345 - manager. Let me go to introduce your GM. They call him tio 00:15:09.345 --> 00:15:11.895 - turnovers and it's just a touch by a better salesperson. 00:15:12.010 --> 00:15:14.866 - It can get some more information from you while they're going off 00:15:14.866 --> 00:15:17.484 - doing something they never leave you alone, right? And then, if 00:15:17.484 --> 00:15:20.578 - they have to leave you alone for a few minutes, it's like, hey, 00:15:20.578 --> 00:15:23.910 - why don't you take a seat? I'm going to be a few minutes. Would 00:15:23.910 --> 00:15:27.004 - you like a coffee or free soda? And I'm always like, sure, I'll 00:15:27.004 --> 00:15:30.098 - take a Diet Coke and then I always sit down. Well, why do 00:15:30.098 --> 00:15:33.668 - they get me to sit down and give me a free Coke because I just 00:15:33.668 --> 00:15:37.238 - moved from 5050 chance to buy a car to 80% chance by car just by 00:15:37.238 --> 00:15:40.332 - putting my butt in the chair right? So that's what we want to 00:15:40.332 --> 00:15:43.426 - do with our content. That's what we need to do with our strategy. 00:15:43.620 --> 00:15:49.094 - So if we can figure out how to get there, but in the chair, 00:15:49.094 --> 00:15:53.786 - then that's what we do with the content, right? And maybe that's 00:15:53.786 --> 00:15:57.696 - adding in some better graphics? Uh, showcasing an example client 00:15:57.696 --> 00:16:01.997 - site that we've done, that's one awards. Water everything that I 00:16:01.997 --> 00:16:07.080 - do when I demo, you guys have heard me say this before. My 00:16:07.080 --> 00:16:11.772 - only goal when I have any of my calls is to what? 00:16:14.730 --> 00:16:17.290 - 2 words. Right? 00:16:18.830 --> 00:16:21.550 - Yeah, what did you say? Sam? Sorry sorry. 00:16:22.980 --> 00:16:26.040 - How much value established value? That's it? That's all I 00:16:26.040 --> 00:16:30.936 - try to do, so if I can go in and write content and my only option 00:16:30.936 --> 00:16:35.220 - is to educate them on stuff or to offer them stuff and we don't 00:16:35.220 --> 00:16:39.810 - really have the option to go in and go by now today and get 50% 00:16:39.810 --> 00:16:43.482 - off, that's not who we are, right? We don't have those type 00:16:43.482 --> 00:16:47.460 - of beta see type products to sell like that. So really all I 00:16:47.460 --> 00:16:51.132 - can offer them would be like get a free consultation, get, you 00:16:51.132 --> 00:16:52.662 - know, get a free estimate. 00:16:53.110 --> 00:16:57.699 - Come get get a free quote right. Those are really the only things 00:16:57.699 --> 00:17:02.288 - that I have to offer or I can offer up. Maybe some more 00:17:02.288 --> 00:17:05.465 - information and that information to establish value would be 00:17:05.465 --> 00:17:09.701 - things like you realize that 90% of your abandoned carts can be 00:17:09.701 --> 00:17:13.937 - solved with X. So every time we write content, we're trying to 00:17:13.937 --> 00:17:17.114 - write about things that can solve their business problems. 00:17:17.114 --> 00:17:21.350 - Remember my goal in establishing value in my needs analysis is I 00:17:21.350 --> 00:17:23.468 - have to find out what their 00:17:23.468 --> 00:17:27.923 - wounds are. Then I turn around and I pour salt in their wounds. 00:17:27.923 --> 00:17:31.679 - Basically, I want to let them know how bad those gashes really 00:17:31.679 --> 00:17:35.435 - are, and how bad their damaging their business. And then I want 00:17:35.435 --> 00:17:39.504 - to swing around and go. Yeah, we had a client just like that. 00:17:39.504 --> 00:17:43.573 - They had that same issue. Here's how we solved it for them. Or 00:17:43.573 --> 00:17:47.329 - here's how we helped them solve that problem, and then I'll go 00:17:47.329 --> 00:17:50.772 - demo and I'll showcase 56789 ten different sites of basically how 00:17:50.772 --> 00:17:55.154 - we put a band aid on and or fixed or cured that wound that 00:17:55.154 --> 00:17:58.644 - they've got. That's establishing value called pain point 00:17:58.644 --> 00:18:02.100 - marketing, right? And that's usually 90% of the marketing 00:18:02.100 --> 00:18:07.092 - that's out there. You know. You see those stupid only seen on TV 00:18:07.092 --> 00:18:11.316 - commercials. You know it's just tired of never having this, or 00:18:11.316 --> 00:18:15.924 - you know, tired of water spots on your car there always trying 00:18:15.924 --> 00:18:20.532 - to articulate a wound, right? Do you have this problem? It's pain 00:18:20.532 --> 00:18:24.756 - point marketing right? Tired of being poor, you know, tired of 00:18:24.756 --> 00:18:26.292 - whatever it is, it's. 00:18:26.380 --> 00:18:31.444 - Teen point marketing. So in our content that we write in the 00:18:31.444 --> 00:18:36.086 - keywords that we search, we're trying to not just go clarity, 00:18:36.086 --> 00:18:39.884 - washes, dishes that doesn't. Nobody cares right there out. 00:18:39.884 --> 00:18:44.526 - Looking for you know, is your dishwasher broken? Do your kids 00:18:44.526 --> 00:18:50.434 - not help out in the kitchen? Are you tired of dirty dishes in the 00:18:50.434 --> 00:18:55.076 - sink? Clarity's got blah blah blah and answer to your prayers 00:18:55.076 --> 00:18:57.186 - whatever right? I mean, that's 00:18:57.186 --> 00:19:00.480 - so. That's what mark that you've heard. The term marketing spin. 00:19:00.480 --> 00:19:03.780 - That's the marketing spin I have to put the marketing spin on 00:19:03.780 --> 00:19:07.355 - what I'm trying to tell you. 'cause if I just want to come 00:19:07.355 --> 00:19:08.730 - out and go, hey Bob. 00:19:09.600 --> 00:19:12.430 - 30 of codes. Mobile apps. 00:19:13.950 --> 00:19:17.876 - Good to know, thanks so you just turn around and walk off right? 00:19:17.876 --> 00:19:21.802 - But if you come over and say you know do you guys struggle 00:19:21.802 --> 00:19:24.218 - providing patient care because your patience can't take 00:19:24.218 --> 00:19:27.540 - pictures of their wounds during covid during Co but are you 00:19:27.540 --> 00:19:30.258 - struggling because you don't have a telemed solution where 00:19:30.258 --> 00:19:34.184 - you can see your patient where you can make sure that they are 00:19:34.184 --> 00:19:37.204 - taking their temperature in the right place where you can 00:19:37.204 --> 00:19:41.130 - actually see how they feel where they can jump on a scale and 00:19:41.130 --> 00:19:44.452 - show you truly how much they weigh? You know you're now 00:19:44.452 --> 00:19:47.651 - talking about? Yes, we could build you a mobile app for 00:19:47.651 --> 00:19:50.390 - patient care, but I'm not just telling you I'm building a 00:19:50.390 --> 00:19:53.129 - mobile app for patient care. I'm saying are you struggling with 00:19:53.129 --> 00:19:56.366 - all of these different issues? My hope is that out of the 10 00:19:56.366 --> 00:19:59.603 - things that I throw out, your gonna answer yes to one or two 00:19:59.603 --> 00:20:03.367 - of those. And it's a big enough issue for you that 00:20:03.367 --> 00:20:07.603 - you're gonna click on me to figure out how you might be 00:20:07.603 --> 00:20:11.133 - able to address that. I mean, that's really the science 00:20:11.133 --> 00:20:14.310 - behind everything that we're doing right. OK, so now 00:20:14.310 --> 00:20:17.840 - defining the Champions, let's go talk about the champion. So 00:20:17.840 --> 00:20:22.076 - a champion in order to get there has to be something we 00:20:22.076 --> 00:20:23.488 - want to hit from. 00:20:24.530 --> 00:20:28.352 - The top now or the bottom now right? So if I go to solutions, 00:20:28.352 --> 00:20:31.628 - there's a chance there's a chance there's a chance if I go 00:20:31.628 --> 00:20:35.177 - to services, each one of those are champions, right? If I go to 00:20:35.177 --> 00:20:36.542 - the bottom most of these. 00:20:37.320 --> 00:20:41.328 - Most of these or champions they might have a whole bunch of 00:20:41.328 --> 00:20:45.336 - other pages, like Sam said that are supporting now. Let me stop 00:20:45.336 --> 00:20:48.342 - there. Patrick. What does supporting mean? How do I 00:20:48.342 --> 00:20:49.344 - support a champion? 00:20:51.380 --> 00:20:52.960 - Well. He 00:20:56.220 --> 00:20:59.685 - uh, you support the champion by uh. 00:21:00.960 --> 00:21:05.328 - Always having a link to the champion, but then at the same 00:21:05.328 --> 00:21:08.240 - time serving up content that supports the champion. 00:21:08.240 --> 00:21:12.972 - Basically like a like a end of the race goal line type of 00:21:12.972 --> 00:21:16.248 - situation. OK so let's talk through that. 'cause you're 00:21:16.248 --> 00:21:20.252 - correct, you missed one or two little key things, so let's 00:21:20.252 --> 00:21:23.892 - talk through exactly what you said 'cause your answer was 00:21:23.892 --> 00:21:27.532 - correct. I want to support my champion. My champion is. 00:21:28.730 --> 00:21:31.520 - A beta BE Commerce. That's my champion, right? Something 00:21:31.520 --> 00:21:35.860 - clarity does, so I want to go be an expert and have a champion 00:21:35.860 --> 00:21:39.890 - page on beta BE Commerce. So on that beta BE Commerce page is 00:21:39.890 --> 00:21:43.920 - going to have 2000 words. That's going to have a lot of value. 00:21:43.920 --> 00:21:46.710 - It's going to have some technical information on the 00:21:46.710 --> 00:21:49.810 - technical benefits of our solution. An why it's so good 00:21:49.810 --> 00:21:53.530 - for beta be it's going to have two or three different tables 00:21:53.530 --> 00:21:57.250 - that are going to go the benefits of a robust beta BE 00:21:57.250 --> 00:22:00.660 - Commerce platform and then it might have a bulleted list that 00:22:00.660 --> 00:22:04.111 - says. Helps improve customer satisfaction through, you know 00:22:04.111 --> 00:22:08.008 - blah blah blah blah blah offers automated order history 00:22:08.008 --> 00:22:11.905 - processing and reorders offers an provides customers with the 00:22:11.905 --> 00:22:17.101 - ability to track their own product's going to have a lot of 00:22:17.101 --> 00:22:22.297 - stuff like that, but it's going to really focus on beta BE 00:22:22.297 --> 00:22:26.627 - Commerce and the three or four keyword variations that we 00:22:26.627 --> 00:22:31.823 - picked for that page, correct? Yes, here it will be to be. 00:22:31.823 --> 00:22:33.988 - Commerce is a really big. 00:22:34.110 --> 00:22:39.203 - Thing that's like saying This page is about politics, so K 00:22:39.203 --> 00:22:43.370 - what about politics about the voting process about primaries, 00:22:43.370 --> 00:22:48.000 - about the election, about chads falling off the papers, ruining 00:22:48.000 --> 00:22:51.704 - boats? What mean there's 8 million different subtopics, 00:22:51.704 --> 00:22:56.334 - subreddits? Whatever you want to call him about politics? Well, 00:22:56.334 --> 00:23:01.427 - that's the same for beta BE Commerce. True, yeah. So why 00:23:01.427 --> 00:23:04.205 - can't I say beta BE Commerce? 00:23:04.620 --> 00:23:07.510 - LTL shipping fulfillment. OK alot of beta BE Commerce sites 00:23:07.510 --> 00:23:11.267 - like brick packaging and some of the ones that I demo from need 00:23:11.267 --> 00:23:14.735 - LTL carriers. You guys know what LTL carriers are? Those are the 00:23:14.735 --> 00:23:18.781 - ones that if you wanted to ship your piano from here to New York 00:23:18.781 --> 00:23:22.249 - you're going to call a trucking company there gonna come show up 00:23:22.249 --> 00:23:26.006 - at your door with a semi truck in a forklift. They're going to 00:23:26.006 --> 00:23:30.052 - lift it up put it in the truck, package it up real good. They're 00:23:30.052 --> 00:23:33.231 - going to drive it across the country. That's an LTL carrier. 00:23:33.231 --> 00:23:35.254 - The TL stands for the LTL is 00:23:35.254 --> 00:23:39.602 - less than truckload. So TL is truckload, so those are trucking 00:23:39.602 --> 00:23:44.919 - carrier's right. I mean, it's not like the UPS guy is going to 00:23:44.919 --> 00:23:50.236 - show up at your door knocking on your door. Just grab your piano 00:23:50.236 --> 00:23:54.735 - and throw it in their van. Not gonna happen right? Totally 00:23:54.735 --> 00:23:59.643 - different. That is a very common beta be issue is dealing with 00:23:59.643 --> 00:24:02.915 - LTL, automated LTL shipping rates, accurate LTL shipping 00:24:02.915 --> 00:24:06.596 - rates offering my clients custom LTL shipping capabilities. I 00:24:06.596 --> 00:24:08.641 - could write 6789 ten different 00:24:08.641 --> 00:24:13.834 - articles. About all the different subtopics, just about 00:24:13.834 --> 00:24:17.626 - LTL shipping within the beta BE 00:24:17.626 --> 00:24:22.460 - Commerce. Topic area. So now what I could do is I could write 00:24:22.460 --> 00:24:23.910 - a blog post it says. 00:24:24.710 --> 00:24:29.234 - The most common or the easiest way to add LTL shipping to your 00:24:29.234 --> 00:24:32.714 - beta BE Commerce store front. That's the title. That's the 00:24:32.714 --> 00:24:36.542 - thing that I'm going to write. I'm gonna write that article 00:24:36.542 --> 00:24:40.718 - hoping that if somebody goes out searching for I need a better 00:24:40.718 --> 00:24:45.590 - way. Or How do I add LTL shipping to my thing and my blog 00:24:45.590 --> 00:24:48.722 - post matches perfectly there search so Google searches up 00:24:48.722 --> 00:24:52.550 - that then when they go read that article as Patrick mentioned, 00:24:52.550 --> 00:24:53.942 - supporting the champion four 00:24:53.942 --> 00:24:56.668 - times. In that article I'm gonna have what? 00:24:58.470 --> 00:24:59.090 - Sam 00:25:01.570 --> 00:25:02.770 - uh, but. 00:25:04.160 --> 00:25:05.420 - He said the question again. 00:25:06.870 --> 00:25:11.960 - Right, here's your answer four times in my blog post. 00:25:12.720 --> 00:25:16.090 - I'm going to do what with regard to the champion. 00:25:16.720 --> 00:25:20.108 - 'cause I'm in a blog post about LTL shipping right? But 00:25:20.108 --> 00:25:23.188 - the reason I wrote that article was to promote the 00:25:23.188 --> 00:25:26.268 - champion. So now that I've written that article and now 00:25:26.268 --> 00:25:29.348 - that somebody went and Googled, How do I add LTL 00:25:29.348 --> 00:25:33.044 - shipping to my bday Commerce and they got to my blog post. 00:25:33.044 --> 00:25:36.432 - Google served it up as the most relevant content on the 00:25:36.432 --> 00:25:39.512 - Internet. They're reading that blog post. How does that blog 00:25:39.512 --> 00:25:41.052 - post actually promote the champion? 00:25:42.580 --> 00:25:44.980 - Uhm, well they linked, they 00:25:44.980 --> 00:25:50.256 - like. I had to use the word that like his head. I like it there, 00:25:50.256 --> 00:25:54.372 - but like there is he or isn't it like a hyper link that links 00:25:54.372 --> 00:25:57.606 - them together. Four album. But what is the correct word that's 00:25:57.606 --> 00:26:00.840 - not on the screen there? What is the way we hyperlink? 00:26:02.340 --> 00:26:05.640 - I'm gonna have Riley explain this in a second. Make sure 00:26:05.640 --> 00:26:06.540 - he's he's awake. 00:26:08.030 --> 00:26:14.890 - I am awake the way we hyperlink is an A tag that we encapsulate 00:26:14.890 --> 00:26:20.280 - the keyword and their variations within and that link will then 00:26:20.280 --> 00:26:26.160 - link to the champion with a relative URL. So for example, if 00:26:26.160 --> 00:26:31.550 - this online marketing page this is my SEO champion and this 00:26:31.550 --> 00:26:36.450 - document is a supporting article. I'm going to come over 00:26:36.450 --> 00:26:39.390 - here and I'm going to grab. 00:26:39.640 --> 00:26:44.775 - This URL, which is a relative URL and then I'm going to go 00:26:44.775 --> 00:26:49.910 - look on my page that Riley and I configured the keyword and three 00:26:49.910 --> 00:26:54.650 - variations of the champion and then over here I'm going to go. 00:26:55.640 --> 00:27:00.296 - Read more on our SCO services page right and then I'm gonna 00:27:00.296 --> 00:27:04.564 - come over here, highlight SCO Services, which is a keyword I'm 00:27:04.564 --> 00:27:09.608 - going to go down to hyperlink. I'm going to paste in the SCO 00:27:09.608 --> 00:27:14.264 - Service Lake. I'm going to go OK. And now as I'm reading 00:27:14.264 --> 00:27:19.308 - through this article, this page this blog post, I see a link to 00:27:19.308 --> 00:27:24.352 - learn more about SCO Services, which if I click on it, takes me 00:27:24.352 --> 00:27:25.516 - to the champion. 00:27:25.850 --> 00:27:31.245 - Then down here I'm going to see another link that's going to go 00:27:31.245 --> 00:27:36.225 - to SEO strategy if that's one of the variations, and then I'm 00:27:36.225 --> 00:27:41.620 - going to link this to the same page, right? All four links go 00:27:41.620 --> 00:27:47.015 - to the same exact page, but it's all four variants of the keyword 00:27:47.015 --> 00:27:51.580 - of the champion, so now I'm hoping that this page is 00:27:51.580 --> 00:27:55.730 - optimized for the long tail keyword, which in this case. 00:27:55.860 --> 00:27:59.611 - Is adding LTL shipping to beta BE Commerce so somebody's gonna 00:27:59.611 --> 00:28:03.703 - find this page looking for that. Not looking for regular beta BE 00:28:03.703 --> 00:28:08.818 - Commerce, but my hope is that if I come here and I add value and 00:28:08.818 --> 00:28:12.910 - showcase how awesome we are at adding LTL that as their reading 00:28:12.910 --> 00:28:16.661 - through and they see oh these guys are excellent at SCO 00:28:16.661 --> 00:28:20.071 - services and SCO strategy that after they read what they're 00:28:20.071 --> 00:28:24.504 - interested in, they click there and now I got them to sit down. 00:28:24.504 --> 00:28:25.868 - That is in our. 00:28:26.220 --> 00:28:30.784 - Lingo that is the moment when I move them from. So when did I 00:28:30.784 --> 00:28:34.370 - get him from standing outside to standing inside and I'll give 00:28:34.370 --> 00:28:38.934 - you a hint? Let me write it down here so you guys remember this. 00:28:43.750 --> 00:28:45.780 - What's the 3:30 three rule? 00:28:47.460 --> 00:28:52.488 - Yes, 3 seconds to make um. 00:28:54.300 --> 00:28:58.408 - A good employee, I forgot what I remember the first part, the 30 00:28:58.408 --> 00:29:02.200 - and then the second three air would throw miaf. Alright so if 00:29:02.200 --> 00:29:06.308 - you think about it this way, when they land on this page and 00:29:06.308 --> 00:29:10.100 - it says in three seconds, do you know your brand? We help 00:29:10.100 --> 00:29:12.628 - businesses with their online presence with digital marketing, 00:29:12.628 --> 00:29:13.892 - SEO an SCO services. 00:29:14.560 --> 00:29:17.264 - OK, if they're looking for cheap by Ghagra. 00:29:18.380 --> 00:29:22.307 - They're going to bounce, so the first 3 seconds there standing 00:29:22.307 --> 00:29:26.234 - outside our building, looking at the cars in the parking lot. 00:29:26.234 --> 00:29:31.589 - They click on one of our ads. They come to the page and I have 00:29:31.589 --> 00:29:36.896 - 3 seconds. To get them to walk in the building. That's how you 00:29:36.896 --> 00:29:40.482 - think about it. So in this car dealership scenario right now, 00:29:40.482 --> 00:29:44.394 - when they land on this page for the first 3 seconds there 00:29:44.394 --> 00:29:47.654 - standing outside, they haven't made any effort to do anything 00:29:47.654 --> 00:29:50.914 - yet they haven't scrolled. They haven't read, they haven't done 00:29:50.914 --> 00:29:53.522 - anything there. Literally standing outside, there's an 80% 00:29:53.522 --> 00:29:56.456 - likelihood they're going to bounce. We already know that. 00:29:56.456 --> 00:30:00.042 - Just like the car dealership. So to get to the 5050. 00:30:00.250 --> 00:30:04.514 - We have to actually get him to walk into our building, which is 00:30:04.514 --> 00:30:09.106 - the first part of that 333. We have to get him to read for 00:30:09.106 --> 00:30:13.042 - three seconds. So this and the tag line or the two most 00:30:13.042 --> 00:30:16.978 - important things when I write a page. So when Riley in those 00:30:16.978 --> 00:30:20.914 - guys write an article and I come in afterwards doing the CRL 00:30:20.914 --> 00:30:24.850 - work, this is what I'm doing. I'm focused on fixing this text 00:30:24.850 --> 00:30:28.786 - right here for the 333 on the on page SEO configuration. I'm 00:30:28.786 --> 00:30:30.098 - worried about that stuff. 00:30:30.500 --> 00:30:34.856 - To get them from a conversion rate to love this graphic, read 00:30:34.856 --> 00:30:39.212 - these three seconds and if they like that then 330 means 30 00:30:39.212 --> 00:30:42.479 - seconds. Then this first paragraph that Riley and Chris 00:30:42.479 --> 00:30:46.835 - wrote. I'm going to make it better because I only have 30 00:30:46.835 --> 00:30:48.287 - seconds to hook him. 00:30:50.090 --> 00:30:53.925 - If you Sign up today, I'm gonna give you a three month free 00:30:53.925 --> 00:30:55.105 - supply of by Ghagra. 00:30:55.680 --> 00:30:59.772 - OK, that's why I'm here great. I'm gonna read and I'm gonna 00:30:59.772 --> 00:31:04.205 - give you now. The three minutes and I'm gonna sit down and spend 00:31:04.205 --> 00:31:08.638 - my time on the page right? So we're doing the exact same thing 00:31:08.638 --> 00:31:11.707 - literally that the car dealerships and we're trying to 00:31:11.707 --> 00:31:15.458 - step them through a process. And instead of ours outside inside 00:31:15.458 --> 00:31:19.550 - sitting down ours is 333. It's the same three steps, right? We 00:31:19.550 --> 00:31:23.642 - want to get him from standing outside inside by get him to 00:31:23.642 --> 00:31:26.029 - read the title. No there in the 00:31:26.029 --> 00:31:30.400 - right place. Be intrigued enough to give us 30 seconds to read 00:31:30.400 --> 00:31:33.931 - that first paragraph that's going to plant the hook. If we 00:31:33.931 --> 00:31:38.104 - plant the hook, they'll give us 3 minutes to read the rest of 00:31:38.104 --> 00:31:41.635 - the page. Watch a video, whatever we do on that page, 00:31:41.635 --> 00:31:45.166 - they'll give us 3 minutes. Yeah, during that 3 minutes, that's 00:31:45.166 --> 00:31:48.697 - when we're showing a bunch of different links to the champion, 00:31:48.697 --> 00:31:52.228 - so as they're going through here, we're going. Hey, by the 00:31:52.228 --> 00:31:56.401 - way we do SCO services, and then they keep reading down the page. 00:31:56.401 --> 00:31:58.648 - By the way, we do SCO strategy. 00:31:58.980 --> 00:32:02.244 - Planning they keep reading down the page. By the way we offer 00:32:02.244 --> 00:32:04.964 - siaro consulting, whatever those four keywords are right, you see 00:32:04.964 --> 00:32:08.772 - it by the time they hit the 3rd or 4th link there, like these 00:32:08.772 --> 00:32:12.308 - guys really do this stuff. I'm going to go check it out, they 00:32:12.308 --> 00:32:15.572 - click, they go to the link and now they're sitting down because 00:32:15.572 --> 00:32:18.836 - now there at the champion. That page has the best chance of 00:32:18.836 --> 00:32:22.100 - getting them to convert. I got an 80% chance that they're at 00:32:22.100 --> 00:32:25.364 - least going to read the content and hopefully fill out a form. 00:32:25.364 --> 00:32:28.356 - And it's literally the same exact thing is selling a car. 00:32:28.356 --> 00:32:29.988 - That's all we're trying to do. 00:32:30.080 --> 00:32:34.755 - The entire strategy that we're working on is getting him from 00:32:34.755 --> 00:32:39.855 - outside to inside and then sit down, which is getting to the 00:32:39.855 --> 00:32:43.680 - champion. That's it, that all making sense. Yeah, one 00:32:43.680 --> 00:32:47.930 - question. How does how do those linked for keyword variations 00:32:47.930 --> 00:32:52.605 - differ from say, like using a call to action button? Because 00:32:52.605 --> 00:32:58.130 - you tell me the answer, you know the answer, tell me what the 00:32:58.130 --> 00:33:02.072 - difference is. Well, the key words understand are 00:33:02.072 --> 00:33:05.492 - part of the SCO in there, the keyword variation. So 00:33:05.492 --> 00:33:07.202 - there within the the text. 00:33:08.790 --> 00:33:14.530 - Why, what, what did I so Riddle me this then? If I switched this 00:33:14.530 --> 00:33:19.450 - to a button that actually had the words SCO services on the 00:33:19.450 --> 00:33:24.780 - button, and I linked the button, or which would be the same as 00:33:24.780 --> 00:33:26.830 - changing it to click here. 00:33:27.500 --> 00:33:30.428 - For more information about our SCO. 00:33:31.810 --> 00:33:37.203 - OK. Put the same link. Is there a difference between 00:33:37.203 --> 00:33:42.567 - this and this from a CRO perspective or or or an SCO 00:33:42.567 --> 00:33:43.908 - perspective and Y? 00:33:47.310 --> 00:33:52.914 - Hello, back to the definition of what a supporting page does an 00:33:52.914 --> 00:33:55.716 - why we even have the links. 00:33:58.070 --> 00:34:03.650 - For Upvote the champion one. OK. Well, OK, so we're voting now 00:34:03.650 --> 00:34:09.230 - this click here is letting the user on the page. No that 00:34:09.230 --> 00:34:12.950 - there's more information somewhere else, and here's how 00:34:12.950 --> 00:34:18.065 - to get to that. That's a CRO link, correct? It's a 00:34:18.065 --> 00:34:22.715 - convenience link to help the user read more. Learn more, 00:34:22.715 --> 00:34:27.365 - click here. Register now. Sign up today. Those are all. 00:34:27.720 --> 00:34:32.184 - Convenience things to help from a CRO perspective at end user to 00:34:32.184 --> 00:34:37.392 - guide them to do something is for CR. Oh, So what does this do 00:34:37.392 --> 00:34:41.856 - for SCO? Because remember, you just told me the reason we put 00:34:41.856 --> 00:34:47.436 - the four links is not CR. Oh you told me the reason we put the 00:34:47.436 --> 00:34:48.924 - four Linksys for votes. 00:34:49.500 --> 00:34:53.680 - So who are we indicating votes to? What is a vote? 00:34:55.600 --> 00:35:00.262 - I mean, the SCO Services is the one we want to vote for. If 00:35:00.262 --> 00:35:03.925 - you're just putting click here, then I it's not as strong. 00:35:05.210 --> 00:35:08.994 - To the search engine's bingo. That's the key. Remember if I 00:35:08.994 --> 00:35:13.122 - link this one right here, I just told Google Hey, if somebody 00:35:13.122 --> 00:35:17.594 - else goes out on the Internet and search is for where can I 00:35:17.594 --> 00:35:22.066 - click here then send them to my SCO page. Well, nobody in their 00:35:22.066 --> 00:35:26.538 - right mind is going to go out on the Internet and search for 00:35:26.538 --> 00:35:31.010 - where do I click here? That is just ludicrous Ann. I wasted my 00:35:31.010 --> 00:35:34.450 - vote, however, if somebody on the Internet goes out and 00:35:34.450 --> 00:35:38.658 - searches for. SCO services companies or what are the best 00:35:38.658 --> 00:35:44.196 - SCO services will guess what I just went an I voted to Google 00:35:44.196 --> 00:35:49.308 - until Google on 99 supporting pages. We have a page. We've got 00:35:49.308 --> 00:35:53.994 - 99 pages that talk about and that mention SCO services, and 00:35:53.994 --> 00:35:56.976 - 98 of those pages point to this 00:35:56.976 --> 00:36:01.775 - one page. So the likelihood Google Now is gonna serve up 00:36:01.775 --> 00:36:05.790 - that champion page as a result when somebody goes searching for 00:36:05.790 --> 00:36:10.535 - that is much much higher than if I only had one champion page 00:36:10.535 --> 00:36:13.820 - that talks about SCO services with no additional votes. 00:36:15.030 --> 00:36:21.569 - This makes sense, yes, that. So what do I call this kind of? 00:36:22.200 --> 00:36:26.844 - In text vote, what's the actual proper term that 00:36:26.844 --> 00:36:28.908 - these things are called? 00:36:32.540 --> 00:36:33.260 - Riley 00:36:34.570 --> 00:36:36.020 - could you repeat that question 00:36:36.020 --> 00:36:41.758 - real quick? What kind of links are these physically 00:36:41.758 --> 00:36:43.630 - called when we? 00:36:45.260 --> 00:36:49.950 - Do it instead of from a graphic when we actually. 00:36:50.870 --> 00:36:54.670 - Link it to these words. What is that called? A 00:36:54.670 --> 00:36:55.810 - hypertext link? No. 00:36:56.830 --> 00:36:58.798 - From an STL, what's the SCO 00:36:58.798 --> 00:37:02.030 - term? The SCO term for a link. 00:37:03.750 --> 00:37:06.200 - A link with text that's in line. 00:37:09.560 --> 00:37:11.696 - It's called an anchor text link. 00:37:12.850 --> 00:37:13.530 - All right? 00:37:15.060 --> 00:37:20.940 - Said Yeah, Yeah you did. It's an anchor text link now why 00:37:20.940 --> 00:37:25.840 - does it call that? Because were anchoring the link to 00:37:25.840 --> 00:37:29.760 - text versus anchoring the link to a button. 00:37:31.310 --> 00:37:36.014 - So if I said Patrick, I need you to make sure that the keyword 00:37:36.014 --> 00:37:39.374 - anchor text links are in place on that supporting article. 00:37:40.870 --> 00:37:45.010 - We know exactly what we're trying to do. We're trying to go 00:37:45.010 --> 00:37:49.150 - look at that article and see which champion it supposed to be 00:37:49.150 --> 00:37:53.635 - pointing at. Then we need to go look up those four keywords that 00:37:53.635 --> 00:37:57.775 - the champion is optimized for and make sure that we have those 00:37:57.775 --> 00:38:01.915 - four text references on the page. I usually try to put one 00:38:01.915 --> 00:38:05.365 - per paragraph, right? So it's not too in their face. 00:38:06.360 --> 00:38:10.500 - The only time I would do something like that is if I 00:38:10.500 --> 00:38:13.605 - wrote something like clarity, integrates a lot of carrier 00:38:13.605 --> 00:38:18.090 - companies like ups, FedEx, DHL. OK well, I might do ups and link 00:38:18.090 --> 00:38:22.575 - and I wouldn't do it that way. But I'm just saying that would 00:38:22.575 --> 00:38:26.715 - be the only time I put links together right in my particular 00:38:26.715 --> 00:38:31.200 - I'd case, here's just a couple of the things that we do and 00:38:31.200 --> 00:38:34.305 - then I would say unique integration, unique domestic UPS 00:38:34.305 --> 00:38:37.065 - integration and then I would link the keyword. 00:38:37.130 --> 00:38:40.073 - UPS integration, 'cause otherwise. If I just link ups 00:38:40.073 --> 00:38:43.997 - well UPS is going to own that keyword right? We're never going 00:38:43.997 --> 00:38:48.248 - to win the keyword UPS. That would be stupid for me to link 00:38:48.248 --> 00:38:52.499 - the word UPS if I did that, it would only be for CRL 00:38:52.499 --> 00:38:55.769 - convenience. So if somebody went to a page like this. 00:38:56.630 --> 00:38:58.918 - If I go to. 00:38:59.300 --> 00:39:00.280 - Connect 00:39:01.470 --> 00:39:05.418 - I go down to woo Commerce and then ice crime. I'm getting 00:39:05.418 --> 00:39:08.050 - people coming here because they're looking for WooCommerce 00:39:08.050 --> 00:39:11.011 - integration solutions, right? So I've got this beta be 00:39:11.011 --> 00:39:13.314 - WooCommerce solution and and integration, right? I'm 00:39:13.314 --> 00:39:17.591 - optimizing for this but on here to make it convenient I want to 00:39:17.591 --> 00:39:21.868 - close people so down here I might put a table that says, oh, 00:39:21.868 --> 00:39:24.829 - if you want more information about integrating with AP, 00:39:24.829 --> 00:39:28.448 - here's a link. Learn more about connecting to SAP. Learn more 00:39:28.448 --> 00:39:30.093 - about connecting to sage. Learn 00:39:30.093 --> 00:39:34.700 - more about OK? These are connected to graphics, not text, 00:39:34.700 --> 00:39:36.500 - so these are CRO. 00:39:37.130 --> 00:39:39.059 - Links to help. 00:39:39.740 --> 00:39:42.700 - Guide them further down the conversion path. These are not 00:39:42.700 --> 00:39:45.956 - SCO links or I wouldn't have written him this way. Right? 00:39:45.956 --> 00:39:49.212 - Matter fact, I didn't have them written this way. Riley, swap 00:39:49.212 --> 00:39:53.356 - these out and switch that they made a module out of it. I used 00:39:53.356 --> 00:39:56.908 - to actually have a table down here on the table. Had columns 00:39:56.908 --> 00:39:59.868 - and I actually anchor text linked each of the words. 00:40:00.330 --> 00:40:03.570 - Well, Salesforce Integration and I had him physically linked 00:40:03.570 --> 00:40:08.610 - anchor text so they got rid of my SCO links, which I don't know 00:40:08.610 --> 00:40:13.290 - was a good move. But this is a better siaro experience for the 00:40:13.290 --> 00:40:17.610 - user, but it's a less effective SCO solution if I'm trying to 00:40:17.610 --> 00:40:20.850 - promote all those different integrations, right? So could be 00:40:20.850 --> 00:40:24.810 - called a mistake could be called an improvement an you'd be 00:40:24.810 --> 00:40:28.770 - correct to say both it was a mistake because it lowered 00:40:28.770 --> 00:40:31.650 - arceo. It was definitely an improvement for RCRO. 00:40:32.050 --> 00:40:35.031 - So depending on what we were trying to accomplish when this 00:40:35.031 --> 00:40:38.283 - page was modified, we either did something very, very smart or we 00:40:38.283 --> 00:40:41.264 - made a mistake. But unless I know what I'm trying to 00:40:41.264 --> 00:40:44.516 - accomplish, I can't. I can't say which that is. This is all 00:40:44.516 --> 00:40:45.600 - making sense, you guys. 00:40:47.020 --> 00:40:51.892 - Yes Sir. OK so now one of the things that we want to do. 00:40:52.800 --> 00:40:55.972 - I'm supposed to meet with Lennox in 10 minutes, so I actually I'm 00:40:55.972 --> 00:40:59.388 - the one today that has the hard stop, so I'll try to move pretty 00:40:59.388 --> 00:41:04.400 - quickly here. Clarity, let's say Sam we hired you a couple months 00:41:04.400 --> 00:41:08.976 - ago and it's your job to go in an improve and promote the 00:41:08.976 --> 00:41:11.440 - Champions. So now you have to go 00:41:11.440 --> 00:41:14.578 - find. All the Champions and. 00:41:15.450 --> 00:41:18.794 - What else do you find in besides champions? There's three things 00:41:18.794 --> 00:41:21.530 - you're finding, obviously the Champions, but let's say we've 00:41:21.530 --> 00:41:24.570 - already done the keyword research, so now we have the 00:41:24.570 --> 00:41:27.914 - keyword research. Now you have to find the Champions for those 00:41:27.914 --> 00:41:29.130 - keywords and what else? 00:41:30.330 --> 00:41:34.250 - Uh, the uh the most the backup keywords. Um, alternate 00:41:34.250 --> 00:41:38.170 - keyboards? Nope, we already did the keyword research. I actually 00:41:38.170 --> 00:41:42.482 - have a highlighted here in your sentence. What are you looking 00:41:42.482 --> 00:41:46.402 - for? Supporting pages, sporting pages? So I already have my 00:41:46.402 --> 00:41:51.106 - keyword. I know my keyword is beta BE Commerce be to be 00:41:51.106 --> 00:41:55.026 - whatever I've got my three variations. So now I'm looking 00:41:55.026 --> 00:41:59.730 - for which page on our 2000 Page website clarity website is our 00:41:59.730 --> 00:42:01.298 - beta BE Commerce champion. 00:42:01.690 --> 00:42:03.813 - So first place I'm going to look is where I already 00:42:03.813 --> 00:42:05.936 - showed you this one. Where would be the first place I 00:42:05.936 --> 00:42:06.901 - would look for my champion? 00:42:08.500 --> 00:42:11.896 - Riley, I'll give you the easy one. Wears first place I'm gonna 00:42:11.896 --> 00:42:15.009 - look for my champion first place. I would like to check 00:42:15.009 --> 00:42:18.405 - out. Would either be the site colon, search on Google or I 00:42:18.405 --> 00:42:20.103 - would look at my main NAV. 00:42:20.690 --> 00:42:24.014 - A war, the footer navigation on the website and I showed you 00:42:24.014 --> 00:42:27.892 - those right? So I go right to the I mean 'cause If your brand 00:42:27.892 --> 00:42:30.939 - new salmon you wanna know what is clarity care about? Well 00:42:30.939 --> 00:42:33.986 - what's the first thing you're gonna do your gonna go under 00:42:33.986 --> 00:42:37.033 - hearing services and you already know here are the six main 00:42:37.033 --> 00:42:39.526 - things that clarity says they service that they provide. 00:42:40.170 --> 00:42:44.075 - Yeah, those should those six should be my main. Any my 00:42:44.075 --> 00:42:48.372 - solutions? These three and any my services, those six those 00:42:48.372 --> 00:42:51.236 - better be champions, right? Because it's silly otherwise. 00:42:51.236 --> 00:42:55.174 - Why my marketing, right? So there's six and then is Riley 00:42:55.174 --> 00:43:00.186 - said down here in the footer? I usually I'm going to try to link 00:43:00.186 --> 00:43:04.124 - to my other champions right? OK so this is what clarity 00:43:04.124 --> 00:43:07.346 - marketing folk have tried to tell people. Are there 00:43:07.346 --> 00:43:10.568 - champions? But how else could I determine additional champions? 00:43:10.568 --> 00:43:15.222 - Riley just gave you 1 example and will cover that in just a 00:43:15.222 --> 00:43:18.310 - second. But how could I also potentially find other 00:43:18.310 --> 00:43:21.610 - champions? What would dictate a champion? Let's say for example 00:43:21.610 --> 00:43:23.920 - we had no champions and we had. 00:43:24.890 --> 00:43:29.349 - 50 pages on our website. All 50 pages are in the top navigation. 00:43:30.880 --> 00:43:34.180 - How would I find potentially which one should be a champion? 00:43:35.980 --> 00:43:36.370 - No. 00:43:37.910 --> 00:43:40.688 - Yep, Patrick or stamp either or. 00:43:42.160 --> 00:43:45.810 - I would believe it's the one that, uh, historically has, 00:43:45.810 --> 00:43:49.825 - or there's proof that there is some sort of high traffic 00:43:49.825 --> 00:43:54.570 - area. OK, So what do I use to find my high traffic pages? 00:43:55.650 --> 00:43:59.533 - So Alex, Google Analytics so you're gonna come down here and 00:43:59.533 --> 00:44:03.063 - you're probably going to see. Make sure it's registered with 00:44:03.063 --> 00:44:06.593 - Google. You're going to monitor imaus or Google or whatever 00:44:06.593 --> 00:44:10.476 - tools are using Google being whatever and you're going to see 00:44:10.476 --> 00:44:14.359 - which ones are your most visited highly visited pages. So because 00:44:14.359 --> 00:44:18.948 - we have 2000 pages, I go into Google Analytics, I say show me 00:44:18.948 --> 00:44:23.184 - all visits for the last 16 months. I say show 5000 pages 00:44:23.184 --> 00:44:26.008 - and then I do a CTRL F find. 00:44:26.080 --> 00:44:29.694 - And I typed beta BE Commerce and it goes and finds every single 00:44:29.694 --> 00:44:33.030 - link that's been clicked on and served up for beta BE Commerce. 00:44:33.030 --> 00:44:37.478 - and I just go down the links and I write all those and I put him 00:44:37.478 --> 00:44:41.930 - in a spreadsheet. And then I go and start reviewing those 00:44:41.930 --> 00:44:45.835 - pages and see which one has the best content. Which one 00:44:45.835 --> 00:44:50.095 - could most likely be the best? So that might be the best 00:44:50.095 --> 00:44:52.935 - based on specific keywords people are using, correct? 00:44:54.120 --> 00:44:59.112 - What other and then the other one Riley said, was the site 00:44:59.112 --> 00:45:04.520 - colon, right? So I could also do a site search, so I'm telling 00:45:04.520 --> 00:45:06.600 - Google go search www dot. 00:45:09.650 --> 00:45:13.268 - Clearlyadventures.com for the keyword B2B E Commerce you show 00:45:13.268 --> 00:45:17.690 - me what you feel are the most highly relevant, not necessarily 00:45:17.690 --> 00:45:21.710 - visited. Relevant pieces of content. So this is a different 00:45:21.710 --> 00:45:26.936 - way of looking at a champion based on what Google is going to 00:45:26.936 --> 00:45:31.760 - serve up the most. This is what Google thinks, right? So here's 00:45:31.760 --> 00:45:36.584 - a bunch of stupid ads, but then fat nine night, thanks right? 00:45:36.584 --> 00:45:38.594 - Nine challenges for BB Comer's 00:45:38.594 --> 00:45:42.416 - address AM. OK, this one I literally just upgraded this 00:45:42.416 --> 00:45:46.994 - Article 4 days ago. This is one of the ones that Jerry had me 00:45:46.994 --> 00:45:50.264 - update. It's not our champion but its ranking really high 00:45:50.264 --> 00:45:53.861 - because it's been really highly optimized in one of the few 00:45:53.861 --> 00:45:57.785 - pages that I've really spent a bunch of time fixing and making 00:45:57.785 --> 00:46:01.055 - better. And here is the most highly relevant successful be 00:46:01.055 --> 00:46:03.344 - Commerce business models. Understanding BBS more difficult 00:46:03.344 --> 00:46:06.941 - new beta BE Commerce development and you see these are all 00:46:06.941 --> 00:46:09.884 - unclear ventures com but these are all the most. 00:46:09.970 --> 00:46:14.469 - Relevant. Ranked in order most relevant to least relevant pages 00:46:14.469 --> 00:46:18.681 - on clarity ventures. Com that Google is going to serve up if 00:46:18.681 --> 00:46:22.191 - somebody goes in searches for the keyword beta BE Commerce. 00:46:22.191 --> 00:46:27.807 - OK, well if I at least grab one of these top two or three and I 00:46:27.807 --> 00:46:32.019 - can make that the champion, I'm gonna have a much better and 00:46:32.019 --> 00:46:35.880 - higher likelihood is showing up well, because this is the page. 00:46:35.880 --> 00:46:39.390 - These are the pages Google thinks are highly relevant for 00:46:39.390 --> 00:46:41.496 - that keyword term. Not what I 00:46:41.496 --> 00:46:45.870 - did. And not what I put in my main NAV, but what Google 00:46:45.870 --> 00:46:48.145 - actually does from an SEO analysis perspective. 00:46:48.145 --> 00:46:49.120 - That'll make sense. 00:46:51.010 --> 00:46:55.534 - Yes, Sir, so this is this whole thing here. Finding all the 00:46:55.534 --> 00:46:59.681 - supporting pages. OK, well, what are all these other pages then? 00:46:59.681 --> 00:47:01.566 - If I pick my champion? 00:47:05.670 --> 00:47:10.598 - BBB, BBB, BBB, BBB. Let this be to be multi tiered pricing be to 00:47:10.598 --> 00:47:14.118 - be global payment options. BB customizing templates be to be 00:47:14.118 --> 00:47:16.230 - software, scalable platform, automated account management, 00:47:16.230 --> 00:47:18.342 - custom. What are all of these? 00:47:19.920 --> 00:47:20.730 - Pages 00:47:23.700 --> 00:47:26.620 - supporting pages exactly for long tail keywords. Remember 00:47:26.620 --> 00:47:31.365 - when I said how do we support beta BE Commerce? Oh, I'm going 00:47:31.365 --> 00:47:35.745 - to write something about beta, be LTL shipping or I'm going to 00:47:35.745 --> 00:47:39.395 - write be to be custom ordering or automated account management 00:47:39.395 --> 00:47:42.315 - or scalable platform or customizable themes or multi 00:47:42.315 --> 00:47:44.505 - tiered pricing. All of these are 00:47:44.505 --> 00:47:48.925 - sub Reddits. For B to be Commerce that are, then if 00:47:48.925 --> 00:47:49.960 - they're done correctly. 00:47:51.070 --> 00:47:52.799 - If I go to anyone of these 00:47:52.799 --> 00:47:55.536 - pages. And start reading through the text. 00:47:57.120 --> 00:47:59.510 - There should be some links. 00:48:00.290 --> 00:48:02.963 - In the text and, these definitely aren't the right 00:48:02.963 --> 00:48:06.527 - ones, so I can tell this page hasn't been fixed from a 00:48:06.527 --> 00:48:09.200 - linking perspective. There should be in. There are some 00:48:09.200 --> 00:48:12.764 - anchor text links in here, but all of these anchor text links 00:48:12.764 --> 00:48:15.734 - should actually be pointing to the champion for beta BE 00:48:15.734 --> 00:48:16.031 - Commerce. 00:48:17.140 --> 00:48:20.946 - And you can see there not right. This is custom purchasing 00:48:20.946 --> 00:48:24.752 - ordering. I looked down at the bottom and it's actually going 00:48:24.752 --> 00:48:27.866 - to an article talking about custom ordering. This one's 00:48:27.866 --> 00:48:31.326 - going to pricing scenarios, which is going to pricing model 00:48:31.326 --> 00:48:35.478 - article and this one goes to research shows and it's going to 00:48:35.478 --> 00:48:38.938 - a completely different article right? So this now becomes for 00:48:38.938 --> 00:48:42.744 - me a very viable champion supporting page for the beta BE 00:48:42.744 --> 00:48:46.194 - Commerce keyword. So I might come into this article. 00:48:46.870 --> 00:48:51.069 - Modify the text a little bit. I might even take off some of 00:48:51.069 --> 00:48:54.945 - those other links and rewrite the text so that in the middle 00:48:54.945 --> 00:48:57.852 - here where it's got implementations offer for an oil 00:48:57.852 --> 00:49:01.728 - change this to be to be E Commerce comma. I'll just add 00:49:01.728 --> 00:49:05.927 - the word and then I'll link BDBE Commerce right here over 2 the 00:49:05.927 --> 00:49:09.480 - BB Commerce champion, then down here I might take beta BE 00:49:09.480 --> 00:49:13.033 - Commerce development and add it to one of these sentences and 00:49:13.033 --> 00:49:16.909 - then link it to the champion. Then I'll come down here and 00:49:16.909 --> 00:49:18.524 - I'll take keyword variation #3 00:49:18.524 --> 00:49:21.746 - beta BE Commerce. Company or firm and put that somewhere in 00:49:21.746 --> 00:49:24.950 - this paragraph and link it to the champion and then finally at 00:49:24.950 --> 00:49:28.688 - the bottom. I'll come down and do be to be whatever it is and 00:49:28.688 --> 00:49:30.023 - link that to the champion. 00:49:31.030 --> 00:49:35.353 - Now I'm done. Now I've taken one of all those supporting 00:49:35.353 --> 00:49:39.283 - pages and I've properly anchor text, linked it to my 00:49:39.283 --> 00:49:40.069 - champion article. 00:49:41.820 --> 00:49:45.735 - Alright, so every supporting item linking the four keyword 00:49:45.735 --> 00:49:47.475 - variations to their appropriate 00:49:47.475 --> 00:49:49.720 - champion. Then I'll make sense. 00:49:50.560 --> 00:49:51.010 - Mr.