Weekly Digital Marketing Q&A – Hump Day Hangouts – Episode 273

By April

Click on the video above to watch Episode 273 of the Semantic Mastery Hump Day Hangouts.

Full timestamps with topics and times can be found at the link above.

The latest upcoming free SEO Q&A Hump Day Hangout can be found at https://semanticmastery.com/humpday.



Hello everybody and welcome to Hump Day hangouts. Today is the fifth of February 2020. I'm still working on saying 2020 so that's why I got off well slow but you guys but I keep finding myself right in the last year but I guess that's just the way it goes. So anyways on to more interesting subjects like answering your questions and seeing what we can help everyone out with. But before we get into that, I want to say hello to the guys. I got some short announcements and then we will jump into it. So starting on my left here, Bradley, how are you doing today?

Bradley: Fantastic, man. I've been recording videos all day for the 2xyouragency stuff. Man, I can't believe we're selling it for what we're selling it for. That's all I gotta say. A lot of content, man.

Adam: If you're gonna say that but I'm going to say go to 2xyouragency.com.

Chris: Just increase prices.

Bradley: We're only three weeks into a 12-week course, man, and it's just a massive amount of value. So anyway, I hope you guys take advantage of our stupidity.

Adam: Well, what Bradley meant to say was, we help digital agency owners get more clients, grow the revenue and scale their teams. All right. So you know, two big things that we find important and I know Bradley's joking around. But you know, we want to work less and earn more and not that we want to do nothing, but we want to spend our time doing the things we want to do. All right. And that's what this is all about. So we've heard that commonly, from a lot of you guys who are listening, and then people, other people out there, we've talked to you, you know, those are the three main things that we can help you do so that you can work less and earn more and spend time doing what you want to do.

Bradley: Yeah.

Adam: Chris, how you doing, man?

Chris: Yeah, like I'm suffering like the temperature struggle here. About 10 days ago, it wasn't the mountains -17 degrees Celsius. So until for the whole weekend, and until Monday, we had about 19 degrees plus and then Tuesday, a big storm came. And last night we got about half a meter snow dumped out and it's fucking cold again. So I'm surprised that I'm healthy and like not like having any cold or something like that. But yeah, I don't know like other than that. Life is good.

Adam: All right. Well, speaking of the cold, Hernan, how are you doing?

Hernan: I'm doing awesome, dude. I'm doing awesome. I'm feeling like shit, but here's the deal. Okay. Okay, so do two quick things. Stop laughing. It sounds funny. All right. So quick, two quick things. Number one is that thank you guys for the amazing support for the launch of 2xyouragency was awesome. So thank you, guys. Thank you. Thank you. Thank you. We're pouring a lot of value in that Semantic Mastery style. We're trying to over-deliver 2xyouragency.com. That is number one. Number two is that last week, I went to Funnel Hacking Live and I had the honor and the privilege and the pleasure of getting, on behalf of the whole Semantic Mastery team, the two comma club that we made that possible. Thanks to all of you guys. So I'm feeling like crap, but I'm super proud of the team that we have here. And I'm super proud for, you know, and I don't have words to thank you, guys, everyone that's watching the YouTube channel, subscribing, commenting, sharing, you know, buying our product supporting the brand. It's been quite a ride. And you know, last year, we were sitting with Adam in Nashville, Tennessee, and I was like, dude, I think it would be pretty awesome if we hop on stage together to come to a co or and then lo and behold, we got it. So anyway, I just wanted to say that I'm super proud of that. Super proud of the team. And thank you, guys. Thank you. Thank you.

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Adam: Awesome. Yeah, I was too cool for school to go up there with Hernan. I was hanging out in Puerto Rico for a little while. So I had to miss that. But now I'm really glad I didn't go because apparently I would have gotten sick as hell. Yeah.

Hernan: Yeah. So I went in, I took a bullet for the team, but also, we might have I also got to network with some awesome people, some awesome entrepreneurs, so we might be having them on subsequent hangouts moving forward, so that's gonna be a blast to some

Adam: awesome good stuff. All right, and Marco, how you doing today?

Marco: Oh, dude, I'm stuck here under almost 20 inches of sun. It's horrible. Look outside in and not a cloud in the sky 82 degrees. It'll be around 60, At nightm it's terrible. I tell you don't anybody come here. For any of this, you don't want it. You don't want paradise, trust me. But what I'm going to do those I'm going to go on a record like to the new house that I just moved into over, there's a green area and I got two volcanoes in the background to just big mountains. So I'm going to go and do a quick live stream so you guys can see where it is that Marco because it doesn't get any better than this, man. Eighty degrees in the during the day 60-65 at night. And that's life guys and what we're trying to do. You live is that you put whatever you're POFU is, it doesn't have to be this. You could it could be that you want to go to Antarctica and set up camp there me you're more than welcome. That's your POFU, we're with you. And we will help you get there. That's our whole point right behind all this, the 2xyouragency and all of the products and services that we provided so that people can get to the point where they can say, I'm going to do what I want to do rather than what I have to do, to see how the hell I'm gonna make it to the end of the month. I'm going to pay my bills. We don't want your living that life. We want you living a life where you work less, make more money, and then you could do whatever the fuck you want with your money. And I'll leave it at that.

Adam: Fair enough. Well, I don't have too much to add on to that except to say let's see, nice and sunny. It's nice to be back home. I enjoy traveling a lot but I don't know about you guys. I enjoy getting back into the routine as well. Having the flow you know kind of getting out starting my day having that after a week or two on the road and start getting kind of tired and like Okay, I'm ready to get back to it now. I see Bradley shaking his head you feel the same right?

Bradley: Oh my god, dude, there's so much freedom in routine, I swear to god like I don't know how you guys are not and you and Chris do it because you trappy the three of you travel so much and work and I just can't do it. I can't get motivated. When I'm away from my work environment. It's very difficult to stay focused for me when I'm outside of this environment. And so, you know, like I said to me, I'm like, I feel so out of sorts, even taking a vacation you know, coming back and getting back into my normal routine is like liberating you know, so I don't know I get stressed out when I'm on the road. You know when it comes to working stuff so

Adam: but I also see Bradley not being stressed out on the road and that's it perfectly live. If you want to see Bradley unchained and hit him up for some good off. Off the record info, you need to come to POFU Live. We've locked down. We are going to be in Boston this year in 2020. It's going to be. I forget the exact dates but I believe it's the last weekend in September and so now is the time to go ahead and lock in your tickets. We're limiting it to 25 people this year. So if you go to pofulive.com, you can grab your ticket early.

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I've got a couple more announcements I want to share with everyone. You heard us talking about double your agency. If you're new to us, or you're new to Semantic Mastery, then you know, there are two great places you can get started with us. You've already found the first one and that's Hump Day Hangout show up every Wednesday. If you can't make it live, you can always ask the question on the page, and then check out our YouTube channel for the answers. So go ahead and hit subscribe on the YouTube channel. Stay up to date with all that. But like I said, we help digital agency owners and consultants get more clients, right? Grow their revenue and scale their teams. All right, so that you can work less and earn more if you want to know more about that. Just go to 2xyouragency.com. All right, and then additionally, a lot of people ask us, you know, Hey, you guys have a step by step process for maybe working with aged domains or how about a new website or how do I use YouTube channels or how do I do GMB stuff? Go check out the Battle Plan if you don't have the Battle Plan yet, you can find that at battleplan.semanticmastery.com. And last but certainly not least, if you're doing done for you services or you're working on your own projects, or you're working with clients, you need to be checking out mgyb.co. Stuff like link building, the SEO shield, which if you don't know what that is, head over there, find out press releases, there are more services come in, that's just the tip of the iceberg. But make sure that you head over there, and you're putting that to use and that falls into line with what we're teaching at 2xyouragency.com, you know, as part of the fulfillment and getting yourself out of the fulfillment role and really, and really trying to run business. So with that said, you guys, is there any other announcements before we dive into the questions?

Marco: Let's do this man.

Bradley: All right, let me grab a screen. Standby. Can you confirm?

Adam: Good to go.

Does The Middle Option In The RYS Drive Stacks Refer To The Classic Or The New Version Of G Sites?

Okay. So looks like Justin is up first. He says for the RYS drive stack. He's been really active in the Facebook community too. So pretty cool. I love it when people come in and you know, are active and engaged because that's how you start to grow. Right? So that's awesome. Justin, he says for the RYS drive stacks for the middle option with the old slash new Google Sites. Is that referring to classic? So you must be talking about when you order from MGYB, he's asking is that referring to classic/new versions of G sites, both newly created or an aged site as well as a newly created site. That's the versions, they're both going to be new.

But we're talking about classic plus classic Google Sites plus the new Google Sites. Marco was talking about new Google Sites just yesterday with … I saw I'm going to say then, but there's a so so it's both in both new sites, but one is on the newer platform. Any old in the other side is on the old Google Sites. So it's not about aged in new sites if that makes sense.

How Does The Twitter Account For An Extra Hundred Bucks Integrate?

Bradley: Last part of that is how does the Twitter account for an extra hundred bucks integrate? Thanks and Marco I'll let you take that one.

Marco: Uh, that gets tied to your branded Twitter account. So it becomes a secondary Twitter account that retweets tweets from relevant sources, right? That trusted, authoritative, relevant sources in Twitter, so that your tweets are combined with those relevant, trusted, authoritative tweets so that you draw authority from those and it goes into a tiered network for just your tweets. So that's what that is. And that's why we charge extra because you get a persona network, right? A tiered persona network for your tweets and additional tweets to bring back all of that relevance to your website, to your project to wherever it is that you're sending people when you tweet, your tweet will contain links, it'll contain information is going to contain, I don't know, videos, maps, whatever it is that you choose to tweet out. And that's how you would use that.

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Bradley: There you go, Gordon's up sup, Gordon? He says, Hey, guys, I have no questions for today. Oh, wow. That's a rarity, Gordon. He says, even though it's a little bit late, and I just wanted to wish you much happiness, good health and continued success and prosperity for 2020 and beyond. And also to again, declare a heartfelt thank you for helping your customers by sharing your knowledge with us on these hump days. You're the best that would be a good one for the testimonials, guys. Thanks, Gordon. We always appreciate you coming in and participating. You've been a member or in the audience for many years, a participant for many years, I should say. So thank you for that. We always appreciate you as well. And here comes another superstar, Muhammad. What's up my buddy? Who said thank you, Al Gore, was turned on to

Should You Use A Unique Title Tags For A Crowded Industry?

and Mohammed, he's another superstar. He's been in and out of the mastermind but he's growing which is awesome. So what's up man? And he says, hey guys when it comes to the title tags for a crowded industry, do I have to have a unique one my car dealer client is in a big city and all the page one companies seem to have some variations of new cars in city or new that new comma used cars and city. Usually, I try to make my title tag stand out, but in this case, should I just copy what the competition is doing? It's my focus on uniqueness even justified, I don't remember learning it. Okay. I'm going to give you my opinion on this and I'm sure that there are probably some differences from some of the other guys.

When it comes to title tags unless it's a blog post. If it's a page where you know, for lead generation, I just use the keyword whatever the primary keyword is that I'm trying to target for that page becomes my at least the first part of the title tag. I might include a phone number in the title tag as well as the brand, right? But the first part of the title tag is going to be just that primary keyword, not a modification of it. It's just the primary keyword, then I'll have the phone number then the brand or something, some similar variation of that. But it's always just the primary keyword where I try to have to stand out as in the meta description, right. And that's where I try to write, you know, I do a lot of Google Ads now. And so I have the benefit of split testing a lot of headlines and descriptions. And because of that, I tend to try to write my meta descriptions as ad copy, so it's compelling. So that's what I try to do to stand out. And the reason why I say that is because I want that keyword and the SEO title is a significant ranking factor for a piece of content, at least in my experience, and I've kept at that process for many years now. So I always want that primary keyword as the title, the first part of the title tag two, and then I'll use the ad copy or excuse me, the meta description, optimized that like it's ad copy to try to entice a click. And that's typically how I do it.
But I'm sure some of the other guys have some other input to put on this. So just to clarify, Mohammed, my opinion would be to do what your competitors are doing when it comes to the title tag, but then try to make your meta description stand out as much as possible. And one of the ways to do that, which may be Marco can touch on this a little bit more if he doesn't get mad at me for saying this, has to include jump links because they can get pulled into the meta description. Remember, if you have a piece of content and you have like a table of contents, you have jump links within the content, those can actually get pulled into the meta description so it extends your search space, right? The real estate that you take upon the space on and plus it also draws the eyes to it because it's got a blue clickable link right from within the meta description. So those are also things that you can do to help us kind of stand out. Marco would say you?

Marco: Well on understanding how the algorithm is working right now how it was tweaked how they're trying to cater to NLP and any neural matching this is when you really have to focus on why brands are becoming more and more important as we go into the Semantic Web. Yeah, you could do it like that. You could do it just focus on the keyword like you said to include the brand and the exact match keyword but the broad match right. So if selling new cars and your domain has new cars, new cars com, so you can't go new cars, com new cars for sale, it becomes nearly impossible to avoid over-optimizing everything on your website and if you had focused on your brand, which is usually a name, probably a family name, right? And plus, and then the carmaker, and then the location, model, you might want to include the model, if it's opposed for whatever it is, however it is that you're trying to frame it, it would be a whole lot easier if you concentrated on the brand. And then once you're focusing on the brand, to do as much as you can for the entity of that brand around the web, so that now you're setting yourself up to two ways.

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The way Bradley said it becomes unique. Your description is in fact, your ad copy, because you're in front of a user, and that user is going to look at these results. And the one that catches the eye is the one that's going to get the click or the one it's just sometimes that they go to that first one. There's a lot of people that will go multiples, and that there's a lot of people where you get that bold, right those descriptions and those titles in bold and maybe that'll catch their eye. This is why it's so important to have that keyword that you're focusing on. But if you're focusing on brand, you're not going to run into over-optimization issues. So you have two things, you're taking care of that ad copy. You're taking care of that title and that description, and you're taking care of your entity so that in every way possible, you just differentiated yourself from everyone else in the industry that's doing the same damn thing. And so now you're giving the bot a reason to choose your entity over the others when… I don't know how deep I can get into this, Mohammed, go look at the charity webinars because I went deep into this and into the entity into the fact that all Google is doing is it's comparing. It's comparing entities. It's in a relational database and it relates all of the entities to one another. And all of the whatever vectors it has for that entity, vectors are simply numbers, right? This zero to eight and so whatever it has in its system and its servers, when it's looking for the entities, which one matches the entity the best, or what it thinks the optimal entity is, if yours is the closest to that, it's going to draw more attention from the bots. It's gonna draw more love. That's why our @ID pages work so fucking well because we're just feeding the bots all of the information about our entity and we do it over and over and over again. We loop it, we scoop it, and it has no choice but to do what we want it to do. That's why I'm surprised that he's not back in our mastermind already asking not only these questions but going deeper into this because we go a whole lot deeper about the entity and all of the different things that you could do to trap that body in there. And just to set yourself completely apart from everybody else. It's part of our SEO power shield. And as part of what I'm calling worried less SEO, we just don't worry about updates. It doesn't matter. We don't care what Google does, because we're already optimized for Google. Even though Google says you can't optimize for natural language processing and AI. Yeah, and I call that bullshit.

Bradley: Yeah. I love that you can't optimize for the new updates. Okay. All right. The people that say that just don't have a Marco on their team.

Would It Trigger A Penalty If You Publish An Address For A Service Area GMB Page?

Anyways, Troy's up. He says, Hello, I have a client's plumbing GMB since he wasn't ranking in the three pack he added the physical location of the shop which is also the NAP on his website to the Google My Business as well as leaving the service areas listed are already listed. The Business Services at home and not at the shop location right it's a service area business meaning the Business Services customers at their location, not at the business location makes sense service area business. How is this going to hurt any listings or rankings should the address be taken off yet?

It should. And the reason why is because it's clearly stated in Google's terms, Google My Business Terms of Service that states if you are a service area business, you should not publish your address. There are some exceptions to that.

Which sometimes, by the way, you know, there are some algorithmic or automated suspensions that can occur from that. So, I'm surprised. Well, I mean, I'm not, I'm not surprised that I'm kind of surprised that it didn't happen already, because I have heard of people adding the physical location for a service area business, and it auto suspending it. So if you didn't get hit with that, that's a good thing. I would go in and remove that service area, or excuse me, the physical location from being published. And that's because of the Google My Business, Terms of Service state that if its service area business, you're not supposed to publish the address. There can be some exceptions for that, such as for example when I've used this example in the past like a kitchen remodel Kitchen Remodeling company, I may have a showroom, right? Kitchen Remodeling happens at the customer location, not at the business location. However, they may have a showroom where people can come in and see, you know, kind of mock kitchen designs and things like that. So that's, that's an exception where, and I've actually had a client that we had left the service, yet it was a service area business, but we had left the published physical location because they had a showroom, and it got suspended. And we had to contact Google My Business support and, you know, state our case, which was that they had a showroom, and they reinstated it, it was fine. It was fine. It was just a matter of, you know, going through proper channels, but it got reinstated. It was fine. But I just wanted to point that out. I would not publish the address for service area businesses unless it's one of those rare exceptions. Okay. And that's because they told you not to do that and I've seen it firsthand gets suspended because of it. Okay, any comments on that guys?

No, I agree in terms of service violation you can get yourself in a lot of trouble for that. Yeah.

Is It Okay To Upload Images From The Customer's Location Or Should You Geotag Them With NAP?

So here's another one from Troy and this is a great question. He says another one field techs plumbing. The plumbing techs taking pics out at service area jobs will upload directly to GMB and Instagram account since taken by phone and geotagged to that residence location so geotagged from where they took the photo right? So it's got the GPS data embedded in the imprinted on impressed upon the image okay as part of the metadata. So, is this the best way or should all pics be geotagged with NAP and then uploaded to GMB now? Because now you got conflicting data, right? If you take a photo that was taken on location at a customer location for service area business, and then you wait to upload it till after you've geotagged it with additional NAP data, doesn't that cause conflicting Geo Data on that one image, right? How can that image be taken in two different locations at the same time, it can be, right? So no, don't do that. The benefit that you're going to gain from taking photos on location and uploading using the GMB app, by the way, is that it uploads that GeoData from and it starts to paint a picture, right? It starts to prove to Google, that you're in that service areas indeed, where you're conducting business, right? If that makes sense. And so that's one of the ways that we talk about local GMB Pro.

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And that's about as far as I want to talk about it, but and how to expand a map area footprint, if that makes sense. And I don't mean footprint in a bad sense. I mean, in a good sense, and how you can expand your maps, listing exposure to areas outside of your immediate proximity, right, if that makes sense. Again, remember, over the last year, there have been two occasions that I'm aware of where Google is tightened to that proximity part of the algorithm, the proximity filter, they've narrowed it. It's happened two times now in the last year, one within like the last three months or so two or three months. So the proximity issue is getting harder and harder to overcome. But that is still the way to overcome it is by uploading photos from that are taken from mobile devices in the service area. So out across the areas, and also as Marco teaches, you know, not just the metadata that is imprinted into the meta, you know, the GeoData that's imprinted in the metadata of the images by uploading them, but also by taking images of known landmarks and things like that can be identified by Google through Google Street View, and things like that Google Earth and all of that, that will also prove that it's within the service area. So those are two different ways that you benefit from that not by, you know, we talked about geotagging photos using stuff like geo setter or whatever, when you don't have somebody in the field actually uploading original photos that were taken on location right?

We only use the geotagging software to tag photos, when as a second, you know, the next best option is a second option when we don't have that first option implemented. So anyway, Marco, I know you want to comment on that.

Marco: Yeah, it defeats the purpose if you tag them from wherever the location is, but let's say where you work is different from location, wherever the job is just a contractor goes out to a house 10 miles away, does a job takes the pictures, upload them there.

And then Google has all that information, versus going there getting the pictures giving them to you, then you retag I don't understand why the whole purpose of this is you're giving Google information from the place that you want to become relevant or related to your business, right? So if it's 10 miles away, if it's 20 miles away, whatever it is, you want to make that relevant to you and to your business and the way that you do that is by taking the picture they're and uploading them there. If you upload them as some other place, and it's going to change the data and that defeats the purpose of taking them at the location.

Bradley: Yeah, yeah. And it's really cool. You can test this, guys, you can take a photo from your phone and upload it. Or you know, if you've got Google Photos on your phone so that it automatically backs them up to Google Photos I do. I've got an Android phone. So if you take a photo out, you know somewhere and then you go look at the metadata, it'll show you the coordinates where it was taken, like, it'll show you like a little Google map with a pin where it was taken. If you look at the little eye in the circles, so like the info, it'll show you like the data that it sees from the image. So it's pretty cool. It does that with videos too, by the way. So it's, you know, it's very, very powerful. And that's it. That's how you can kind of create a map for Google to understand like when I say a map like a surface area, by overtime you consistently upload images that are, you know, geotagged from where they were taken, uploaded through the GMB app, especially then that, you know, you can start to kind of train the bot to understand or recognize where your service area truly is. It's not just claiming it stating it in GMB. But now you're proving to the bot, that you indeed are servicing those areas because you're uploading photos that are proof, like with the GeoData. So it's a great question though.

What Is The Best Way To Index Links And Drive Stacks?

Okay, the next question is Hello there. Thank you for answering our questions. My question is, what is the best way to index links in general, and drive stacks? In particular, nowadays, mygb.co, our store, we have a link indexing service over there that works really, really well. It's like 10 bucks for 2500 links or something like that. It's ridiculous. So, you know, go buy an embed gig or excuse me an indexing gig over there and submit them that way. That's one way to do it. How else could do it, Marco?

I don't do it any other way. So I can't say, go do it some other way, I get my legs linked index by dead if I'm looking. If I'm testing, I might try different things. So maybe when we do the heavy hitter club, we can show people the different ways that you can index links. But why am I going to do all that work when it's not necessary? I could just go tell daddy, I need these links, links index, and then he's gonna take them, he's going to get about 60% or more index. And since he does multiple indexing runs, then then they the index over a period of time rather than all at once we had that question, I think, in the mastermind, so I want to make that clear to people that they don't have to worry about, I don't know 15 20,000 thousand links showing up all of a sudden, in their link profile. That's not how it works. He does it over a period of time so that they index 60% Plus, and then you have this great link profile and index link and you can push it even more power if you build tiered link building to those index link, and again, data can take care of all that.

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Nathan says just letting you know that some of the links about a plan still point to subspace links don't work. Well. Thanks, Nathan shade that. As I mentioned the last time I think you made a comment about the battle plan that's on the block for that's in the to-do list where after 2xyouragency training is done, that will be updated one thing at a time, my man, so thank you though.

Let's see what's next. Troy says I'll keep it going. Okay, Troy, yeah, might as well. I'm sure I said because there's no other questions, guys. And by the way, if we run out of questions, we wrap it up early. So it's up to you guys. You got questions, ask them if there's only a handful of you here. Feel free. Okay. Otherwise, we'll wrap it up early. I'm perfectly good with going back to finishing the training for 2xyouragency today. I've got a lot left to do.

Troy says I'll keep going page borders are trending in the IM world. This week are they like what type of page builders HTML fast loading pages or still WordPress, the client needs redesign and I'm pondering page builder because so much quicker to build Google more receptive to HTML now since they weren't a few years ago. So when you say pal, that's it hang on. Let me after that because I know Google is not now more receptive to HTML before. They've always been very receptive to it to HTML. The thing is that WordPress is so popular that Google does get and I don't care what they say, you know, they'll tell you no, but they do give WordPress. It's a little bit of a boost. Not much, but it's just so damn popular. But HTML has always worked really well, because of how fast it is. It's super fast and Google really likes that. I've worked in HTML forever, right? But 17-18 years, almost 17 years.

I've been doing this and it never stopped working. So let's make that clear. Google isn't any more accepted HTML now than it was before.

Yeah, and I really liked HTML, creating pages in HTML because it does they load super quick.

It's not that hard to it's just when you have to have dynamic stuff and you know, database and all that I like, I'm not an HTML nerd. I just use notepad plus as an HTML editor. And but I like using HTML pages because they're quick loading and that kind of stuff. So anyway, uh, page builders are trending HTML, fast loading client needs a redesign.

So I don't know really what that what the question is there. You know, it's up to you.

WordPress still works. You know, I'm not crazy about WordPress. The only reason why I still use WordPress is that it's it is, you know, like, I know it and it makes it easy for blogs and things like that, but I also don't like WordPress, because of how many fucking updates there is all the time in that ridiculous. It's just stupid. It's just stupid and when you have so many damn sites that you manage it just you know, it's just a pain in the ass. And even if you use something like main WP or whatever, they always end up being issues and every time there's an update, you know, one or two sites out of the dozens and dozens that you manage end up having some sort of conflict and, you know, it's just a pain in the balls. That's why I try to run WordPress sites as light as possible, right? So the like, as little as few plugins as possible, and that kind of stuff because it's just a nightmare dealing with on a regular basis. So, you know, pick and choose whatever, whatever you feel most comfortable with. You know, I still would build a new client site on WordPress just because of the ease with which I could build it. And then add content and all that kind of stuff. But I do like HTML for the various reasons that I just mentioned. Now that depends on how proficient he is with HTML, you can build a WordPress hybrid with HTML, right? And you can type HTML pages to your WordPress. That's not a problem.

Yeah, it just depends it depends on on on how far you want to go with it. But I can tell you right now that you can rank WordPress, HTML, and literally just about anything on the web, if you work the entity guy says edit if you're not doing entity-based SEO right now, if you're worried about which builder you're going to use, rather than how you're going to set up your entity you starting off on the wrong foot. Yeah, I agree with entity-based SEO. It's for the Semantic Web is that the bot is looking at. You're not doing that you're fucking it up.

Nicely said. Nathan says Troy takes the photos via the GMB app on the iPhone. Google loves those photos and you will get more eyeballs on your GMB. Yeah, it doesn't have to be the app on the iPhone. It could be on your Android to just the GMB app period. right, that's the point of load. By the way, you know, you can, you can give your field techs access as like a communications manager or whatever they call it a so that they can upload directly to the GMB as a contributor, which means they could not only upload photos, but they could also post GMB posts from through the GMB app directly to your GMB profile for the business. However, you can also upload photos and still get the benefit as a guest like so. In other words, a guest uploaded photos. So even if your texts that field technicians didn't have manager access to the GMB they could still take photos and upload them with the geotag data, right metadata directly to the GMB as guest photos, user-generated photos right and it still has the same benefit. The only difference is you don't get to add create a post from it with a call to action and squeeze keywords and such. But that the image SEO still has an effect even as a guest upload, right a user upload as opposed to a manager upload. Okay.

Troy says, Thanks, Jen. It's always great. How's it been a few weeks and just saw the pricing on 2xyouragency? Agree with Bradley, you're nuts. Going to sign up before your sanity comes back? Yeah, Troy, you think I'm nuts? I think I'm nuts. Because I'm the one spending all this time doing all the videos and it's a lot of fucking time will tell you that a lot of time and I got nine more weeks to go. So anyways,

How Do You Generate More GMB Calls For A Client With 4 Offices In Different Cities?

Next question. I just landed a big client who has four offices in different cities near each other and my main objective is to generate more calls from their GMB pages. So I figured this is where I can show the biggest and fastest results. I was thinking about doing a big SEO shield for the brand first and as local SEO shields for the specific GMB pages. Any better idea?

Well, yeah, I mean, you can do it all underneath the one branded shield. I think I'm pretty sure Marco is going to suggest that and I'm going to let Marco take over this one, I would, I would assume that you can push all of that through the primary SEO shield, which would be your drive stack and all of that. And then you can create location-based optimized folders within the stack instead of having these different stacks and all of that you can do it all under one and you actually get more power out of it that way than having different stacks, at least through my experience. Marco, this one is definitely yours.

Marco: Yeah, well, I mean, we're thinking brand, I was supposed to be thinking brand, we should be thinking brand. If we don't. Right now, like what I'm recommending to everyone is thinking of a catchy name because you know, women's shoes. Chicago is not a brand. That's a keyword. Right? New women should just, those are not brand. Think of brands think of a name that you want for your company that's catchy and that's going to last right? It's going to stand the test of time. Why? Because if you hit that one, you got that unicorn. If you got that one that for whatever reason, becomes the keyword for the niche. Then not that's an ATM, that's a 24 hour, 365 ATM, it's going to pour money in your pocket and your client, hopefully, it's your idea. But that's the way you should all be looking at the project even if you have to do local which is a brand plus location plus keyword association, you're looking at the brand always. So even if it's different cities, that should be one main office, right? McDonald's they differentiate between McDonald's Corporation and then the franchises and the franchisees and then everything else that McDonald's does. It's not one McDonald's in one place and then another one in orphaned in another place or whatever. No, it's all one big brand.

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Look at how the big boys take on the internet. Look at how they set it all up, look at how they set up the franchise model or the multiple cities, multiple office model and do the do that they do. Because if you don't, you're going to be left behind. If you start now and you starting it off, right and you're working, just praying, just from that aspect, then you're going to know that everything that you do needs to relate to that brand and to everything that's under that brand. You claim your footprint, right? You're going to claim all your social profiles you go and everything that excuses me, everything that you set up, should be with you looking to create that brand plus keyword association. Not everyone is in the eye and I talked about this during the charity webinars, not all of you will be able to make your project the next Amazon, or the next Google or the next, whatever, but you should be working as if that's going to happen. And the way that we can push power right now the way that we do things at Semantic Mastery. It's a wide-open field. It's even it's an even playing field. So that I'll be we saw the test cases in, in our mastermind, where Dadia went after Amazon and he's fighting Amazon, Walmart, you name it, in the e-commerce space, and he's carved his niche. He's there and the client is happier than a pig and shit.

Bradley: It's impressive. I mean, in such a short period of time, to like with ecom to take on Walmart and Amazon and be competitive with them in such a short period of time. It's absolutely incredible. It's impressive. So anyway, there you go. And yeah, you know, what's interesting guys in the 2xyouragency training, the Double Your Agency training, you know, like I said, I should finish today we this training and it's all about the first four weeks is about to extra pipeline. It's about increasing, filling your pipeline full of leads, prospects so that you can never have to worry about revenue again for your agency. You can not only sell more clients, close more clients generate more revenue but you can also cherry-pick the best ones. Because the problem is if you only got 10 leads coming in your business, you know, you are desperate to try to close as many of those 10 as possible and it comes across in everything that you say your actions, your tone of voice. Everything it comes across as desperate because you need the revenue and you only got 10 prospects to talk to. If you had 100 prospects to talk to be completely different psychology. So anyway, I taught the reason I brought that up is that the whole first four weeks is about building your brand. Exactly what Marco was talking about, but there is an SEO benefit to it. But I'm not talking about building your brand. In SEO terms, there is a portion of that where I talk about it, but most of it is about building your brand so that you become synonymous with whatever product or service it is that you're trying to promote.

So for example, I talked about niching down, that's how I prefer to do it, I think it's much easier to scale an agency that way. So like associating your primary keyword which may be Tree Service SEO or like for me, for example, or Tree Service marketing or Tree Service, lead generation, whatever it is, with the brand name, and it's about building that brand in that association and so the whole first four weeks is about really building your own brand first. That's super important because that's how you start like Marco said, once you become once the association has been generated, not just within Google, but also within other within you know, prospects' minds, customer, potential target's minds that's like an ATM, it's a 24-hour machine, you know, cash machine that's just going to constantly deliver money. That's where you want to be for your own agency as well as for your clients, you want to be able to reproduce that duplicate that for your clients and have and help them become the branded verb. Do you know what I mean? Like, you want them to be the ones that are associated with their product or service in their local area. And the way that you do that is through what Marco calls entity SEO. It's about building that brand. And that's incredibly I mean, that's absolutely true. It's about branding, that's you want to kill it in SEO, build the fucking brand period. That's just the way it is now, and it's only going to continue to go further in that direction, in my opinion. So

Marco: Yeah, it's not just an opinion. It's what Google is telling you. I mean, that everything that they've come out with, and I'm just seeing this all over with people that just they have no clue. And it's all about into all of these people that saw drops in whatever they were doing is because their entity wasn't right and those who benefited or didn't see any changes, or because they're doing things right. To me, it's funny because the only way that we find out about updates is like when people come in on Hump Day or in our groups and tell us, you guys see that update? And we're like, No, no, but let me go and see what it's about. I know what it's about, I saw what it's about Google tells you, what is about Google tells you, I mean, almost to the letter what they want. And then John Mueller will go and tell you the opposite so that you don't know what to do. So you gotta go sift through all of that to get the right information, because you got a lot of people that are just spreading the Google word, without understanding what it is that they're saying without even understanding what it is that John Mueller is saying. Cuz a lot of times what John Mueller says and what he means are two totally different things. Don't pay attention to John Mueller. If you don't want to believe Marco that then don't believe Marco go and test and see for yourself. Whether what I'm telling you entity basis seal, whether that's what's working right now, and I guarantee you that you're going to get results. If you do the things right, set up your SEO shield, and then do the things that are in the battle plan that we recommend for your entity. And it's just a done deal. It's so simple, it's ridiculous. And you can go up against anyone I'm telling you right now that you can take on anyone in the internet space and when

Bradley: I think Hernan is gonna contribute?

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Hernan: Absolutely. Yeah, I was about to say on a different branding perspective, branding from the perspective of creating a brand to attract customers, not from the SEO perspective, that is something that I'll be contributing as well with, you know, which is going to be a brand new course for or an email prospecting course for digital agency owners. So basically, how to use my case, which is my wheelhouse, which is going to be Facebook. How do you leverage Facebook and Facebook ads, not the organic stuff, not the fact that you need to post 1000 times a day and be glued to your phone and you know, look like a teenager? Not we're not talking about that, right? We're talking about like doing real business. We're talking about doing real business, not influencer type stuff, but the real stuff. Because you also need to build and run your business, right? So, you know, my idea is to show you real quick how you can build a brand around yourself so that you can pipe those leads into whatever your sales process is, whether it is like talking to you, or if you have a salesperson or a call center, whatever that is. But I'm going to share with you guys how to do that in 2xa. That's going to be available, you know, next week for sure. So it's going to be in 2xyouragency as well. So there you go.

Marco: Yeah, no, I would just add to people that when you're building your brand when you're talking about your brand, it's that's something that you separate from your SEO brand. It's all your brand. Your brand is how you're going to do business, but it's going to be your calling card on the web, and you can't call yourself Joe Schmo from Kokomo anymore and expect to go up again when Google is benefiting brands. And so again, if you're not working towards that brand, towards becoming the keyword for the niche, right, like you said to become the verb in your niche, then you're not. Forget it, you're gonna have to do so much work. So much work to make it right, that you may as well just start doing it right, as right from the beginning, work on that brand. Think of that print, work with your client on that brand when they tell you well, I want the keyword in the city. No, that's not the way that you should do things you should think about your business and how it is that you want to present yourself to the customer to the client to people on the web. How do you want your brand to appear to the people who are looking for your products and services or whatever it is that you are selling?

Bradley: Yeah, anyway, that's, you know, guys, this what's great about this is. Remember, you're hearing from multiple agency owners here too. And we all have, you know, we all understand the importance of that whole branding thing. There's the SEO aspect of it, but it's all one and the same now you shouldn't separate the two. Building the brand, and SEOing the brand is one and the same. And so again, it's good to hear an opinion from Marco and from Hernan, and for myself. We each have our own successful agencies beyond what we do here at Semantic Mastery. So it's good to know that you know, we're speaking from experience, right, this isn't just theory.

Any Thoughts On The Erratic Movement Of Websites In Google Search Console?

Fitz says Good day. Good day, guys. Thanks for this forum. I noticed the three of my sites show in the Search Console are going up and down together. Why do you guess this is happening? They are in different states. Honestly. I have no idea. I mean, there's there could be a ton of variables there that you know, questions I could have about that fits that we're obviously not gonna be able to get to the bottom of right now. I can't imagine what would cause something like that unless they were all three sites were hosted on the same host. And there's some sort of hosting issue. I don't know how what the connection there would be. It could just be a coincidence. It's unlikely, but there's got to be some. I don't know. Is there any of you guys have any speculation on any of that? not really enough information there to go on. But no,

Marco: no, because we'd have to go and look at each one specifically and see how they're related, whether they're related to why Google created that relationship? Well, if Google created the relationship, why there's a lot of things that we have to look at.

Bradley: Yeah. Yeah, that's something would have to be investigated fits. Come join the mastermind and you can submit that to one of our mastermind webinars. And we'll be happy to audit it and look into it.

How Does Responding To Reviews Help In Ranking GMB?

Muhamed, What's up buddy says Hey guys, how does responding to reviews and GMB help things is it only good because its activity and GMB type of client was avoiding responding to negative GMB reviews and I'm prodding him to do so both for activity and reputation purposes. Okay, I think there's, look, we already know we can rank without reviews with none, right? So reviews can be a factor, but they're not necessary or critical, right? So in my experience, the reason why I suggest responding to reviews both positive and negative, I tell all my clients to respond to reviews positive and negative for two reasons. Number one, it's additional activity. Number two, it shows to your users, two people that end up seeing your brand that you're engaged with your customers, right or that the brand is engaging with their customers. And number three, because it gives you the opportunity to now inject additional keywords and location modifiers into a response because a lot of the time, I think about most reviews that customers leave, don't have any keywords in them whatsoever or location details, right? A lot of them are just saying, hey, it was awesome, thanks, guys. I mean, it might have like, you know, hey, they called these guys to come to remove a tree and they did a really good job, we really, you know, clean up afterward, it was great, I'll call them again, highly recommend it, but other than saying remove a tree, there's no other indication there as to what has been done. They're just saying that they did a great job, which is great. But what I like to do is have, you know, go in and in reply to that and say, you know, thank you for your kind words, it was a pleasure perform, you know, handling that tree removal job for you in Fairfax. You know, we encourage you to contact us and next time you have some tree care work, you know, or tree care needs or something right. So now you squeezed in multiple keywords, as well as a location modifier. So that's why I like to do that and I have all of my clients, you know, what I'll do is when I send out monthly reports, I have my VA always take screenshots of GMB insights and stuff like that. And one of the things that we look at is the reviews to see if any new reviews have been posted in the last month and if so have they been responded to? Because if not, then when I send the monthly reports to my clients, I mentioned that in the commentary in the email that I send my clients say, Hey, you know, I noticed that you got two new reviews this month that hadn't been replied to, here's the links directly to them, please go reply. And I send that to them. And again, and I've trained all of my clients to do exactly what I mentioned, which was to squeeze in a keyword and or location modifier or a couple of keywords if they can, and not a spammy way, but in a very conversational way. But again, it's not necessary. I think it's important to do it is something that will move the needle, but it's not critical. What do you guys think? Any comments on that?


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Marco: Yeah, definitely, man because people look at reviews the wrong way. People look at okay, I should have all five-star reviews and that's all I need to pay attention to and I don't need to do anything else. But the reviews and responding to reviews, well you're using the voice of your brand to talk to your customers. Again we go back to the brand, man. This is your voice, right? The voice of your brand reaching out to this dissatisfied customer because they came to you with pain. They came to you with a problem and you did not solve the problem. You didn't take care of the pain. So now there's a problem that not only did you not take care of that, but they have a problem with you and with your brand. So this is the perfect time to go in there and say hey, look, yeah, we fucked up. You're not going to say it in these words. But this is what I tell. This is what I tell the people when I'm in a consultation, and they asked me about reviews. Go tell the person that you fucked up and then you go tell them how can we make it right for you, help us make it right for you. So that may create a dialogue with this person. And then what that does is it makes your brand stand out from the rest. Not only did you respond, but you offered to make it right and now you're in an open dialogue with this person who gave you a bad review, and you're looking to make it right you know how that makes it look makes you look like you have the best customer service in the industry, it's actually a place where you can shine. Even though the review started out being bad. Just by talking to the customer and offering, look let me make it right for you. How can we make it? How can we help you? And sometimes that there's no fuck off, I don't need you anymore, right? But then that makes them look shitty. Because you're being open, you're being honest. And you're willing to help and you're willing to make it right. So that puts it back on them instead of it all being on you leaving that negative review just without response. No chirp, chirp chirp. Make it makes you look really bad.

Bradley: And on rare occasions, you can turn a negative battery review, what initially was a bad review, into a positive and end up turning that customer into a brand advocate. Exactly. It's a rare occasion that that happens. But if you bend over backward to make something, right that was a fuckup on your part or not, you know, whatever but if you bend over to make it right then sometimes you can turn that customer into, you know, an ambassador for the company because they'll go out and you know, sing praises about your business and recommend you to friends and family and such because they had what started off as a bad experience, but turned into a good one.

Okay, and so just keep that in mind. Remember, guys, think of setbacks, as you know, Napoleon Hill. I think it was Dale Carnegie that actually said it, but Napoleon Hill was the one that published it and you know, really made it famous. The quote, which was, for every adversity, there's a seed of equal or greater benefit, right. And so if you think about that, and it's funny, I'm listening to an audiobook right now that I'm really enjoying, I'm only in chapter two, but it's called Black Box Thinking. And it's all about how you know you if you take your failures and analyze them the way the airline industries do with the black box, right? They always admit they don't ever try to cover up mistakes or hide mistakes or try to downplay mistakes, they take all mistakes head-on, and they analyze the data and make it publicly available for everybody so that they can improve processes and improve how flights you know are handled and things like that. And so anyway, it's just an analogy to say, hit a challenge head-on. And that'll make you stand out and figure out a way to learn from that to improve processes so that it doesn't happen again. It will make it a stronger business stronger, brand stronger, stronger company. And so again, just think about it that way. You know, I love that statement. I say to myself all the time when I run into a challenge, something that, you know, if I mess up, you know, I fail, you know, have some sort of failure or something. You know, for every adversity there's a seed of equal or greater benefit. So just remember that. Just look for the way to improve upon a process when you've been notified of a setback or you know, an insufficiency or whatever. That makes sense. So anyway, all this is covered in 2xyouragency, guys. You should join it. And Muhamed, it says PS my situation is slowly improving, and I will take my stable place back into masterminds. And yes, you're always welcome. And the door's always open to you.

What Are The Potential Problems If You Have Multiple Keywords Floating Around Page 2?

Austin says, Do you have multiple if you have multiple keywords just floating around page two? What would you think about the problem maybe? Let's say the on pages type? Again, that's kind of a loaded question in that it could be a number of things. I could speculate on, you know, 18 different things that it could be. What I would recommend doing, if you say you're on pages tight, let's just assume that it is and you've got keywords that are floating on page two, I drive some damn relevant traffic to those pages. Because that is my go-to thing when you've done other on-page and you've done some off-page stuff and you're still struggling to get the results that you want. I found ART – activity, relevance, trust, and authority. If you can provide engagement activity to that you will see a significant movement. Right, it will definitely move the needle. And so what I would do is buy some traffic, some relevant traffic from Google to those pages and see what happens. That's what I would do. Any suggestions on that Marco?

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Marco: No, not without knowing the what off-page he's done. But it could be that the competition is keeping him from page one, right? It could be that he hasn't pushed enough power to those to go from page two to page one. So I don't know enough to give an opinion. But absolutely activity, relevance, trust, and authority is all you need. When you're sitting there on page two ready to jumping into page one but you really haven't made it yet. If you're on pages is right. And your entities type then the next step is the is off-page. What's happening off-page Yeah.

Bradley: Yeah, and you can buy some relevant traffic from YouTube. Although that's more for views than for clicks, you can get some clicks, and it will be relevant. But you can use the Display Network for Google ads for way less expensive than search ads and drive relevant traffic to your pages. And Google knows is relevant because you set it up through your audience targeting right. So you can set up in-market audiences, custom intent audiences, whatever, layer them, so you bind audiences. It's called layering. You know, you can do that as well. But my point is, now you're buying traffic to pages that from a relevant audience that it's an audience that you're purchasing from Google, right? You're tapping into a Google audience that Google is telling you is relevant. So you're buying relevant traffic directly from Google. And now those are relevant signals that Google is waiting higher than just some random ass traffic if that makes sense. Because Google understands there's already has a profile developed for those visitors, and it's already identified them as you know, a relevant audience before they even hit your page is my point. So again, those are highly weighted traffic signals. And I don't care what Google says about buying traffic from Google Ads doesn't help SEO. That's just like telling you that link wheels don't work and press releases don't work and guest posts don't work and all that right. How's that working out for you guys?

Alright, we're about out of time. Guys, I'm sorry. There are a couple of good questions. We're not going to be able to get to

Is Blogger A Good Substitute For WordPress For Blogging?

last one fit says is Blogger a good substitute for WordPress for blogging? Not really, because you're so limited which you can do with Blogger. You know, the self-hosted WordPress site gives you a lot of functionality. Blogger, I mean, it can be used, but you're limited in design. Well, I don't know. I've never tried to design within Blogger. I've just use default themes or whatever. So I can't answer that for sure. Except if it was a good substitute, it would probably be a lot more prevalent and I rarely ever see any blogs on Blogger that have any measurable amount of traffic. Any comments on that?

Marco: Yeah, let's say tested and little know how it turns out because it's I'd have to speculate since I've never used Blogger for anything other than links back to my content.

Alright, so Clint and decline, I don't know if that's your name or what anyways, you guys, sorry, I didn't get to your questions. If you post them in the Facebook group, we can try to answer them over there. Or you can repost them until next for next week's Hump Day Hangouts and we'll get to them there. But either way, sorry, guys, we didn't get to you but we are out of time. So thanks, everybody, for being here. Thank you, guys. Bye, everyone. Go get better, Hernan. Thank you. I'll try. Alright guys, bye everybody. See ya. See ya.

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Should You Create A New Website For Keywords That Have A Large Potential Audience Or Would You Rather Include To An Existing Brand?

By April


In episode 270 of our weekly Hump Day Hangouts, one participant asked if one should create a new website for keywords that have a large potential audience or is it better to include them to an existing brand.

The exact question was:

I have a niche website in a hobby education space which has been around for years and gets good (~130k/month) organic traffic. I'm looking at some projects for this year where it seems like there might be some advantages in terms of branding and SEO to spinning up new, separate websites. One is to target broader keywords and reach a larger potential audience than our current website does. Another is to publish summaries of interviews from the existing website, as early promotion for a book that will be based on those summaries. In both cases I can make an argument that it “”should”” be its own brand and dedicated website, and perhaps that would be good in terms of interlinking with the main site and having more presences in the SERPs (e.g. might get multiple of our sites ranking alongside each other). But I can also see that it might be better to focus on our main site rather than spreading it all across multiple sites. How would you approach making this decision? What matters and what doesn't, what are the pros and cons of each approach (separate sites vs. all in one)? Any input appreciated, thanks in advance!

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Weekly Digital Marketing QA – Hump Day Hangouts – Episode 267

By April

Click on the video above to watch Episode 267 of the Semantic Mastery Hump Day Hangouts.

Full timestamps with topics and times can be found at the link above.

The latest upcoming free SEO Q&A Hump Day Hangout can be found at https://semanticmastery.com/humpday.



Adam: And we are live! Welcome everybody to a very special Hump Day Hangout, our special holiday episode. It's Episode 267. Today is the 18th of December. This is going to be the last Hump Day hangout before 2020. We'll make a reappearance on January 2, which is a Thursday. So a little bit weird, but we're going to be here and we want to get you guys a special webinar, not only with ourselves, but we also have two guests who I'm going to introduce shortly. But speaking of, let's just go through, say hi to everybody. You can see who's going to be here and then we'll go through a quick discussion of what we're going to cover today. We've got some special topics and we are going to be able to fit in some questions. Bradley was nice enough. He said he'd be able to stick around Marco was well and then everyone else that they can. We're going to knock out some questions as well. So, Bradley, how are you doing, man?

Bradley: Good. I'm happy to be here. I got this Christmas hat on that's a little bit too tight. So it's squeezing my head right now.

Adam: Bradley passes out during his presentation.

Bradley: I just want to say that if I end up crabby or shitty with an attitude by the end of the hump day hangout today, it's because I have a headache from wearing this damn hat.

Adam: Outstanding! I've got the Brady Bunch thing going on, I've got all these panels. So I'm just going top to bottom, left to right. So we got Jeffrey Smith with us here, Jeffrey, for those who wouldn't know you. But if you don't mind giving yourself a short introduction and people know kind of a little bit about you and how you

Jeffrey: Okay, very cool. Well, I've been doing SEO since I don't know, something like 1995. Basically invented a product and had figure out how to take it to market. So just like everybody else, you dive in, you go to the learning curve and figure a lot of things out. I was able to get that company into a very profitable position, which is still going to this day. I did over $16 million this year, as a result of starting it from using digital marketing. So it's not something like just theory. Everything I've learned is basically designed to help try to keep it simple, focus a lot of on-page optimization inside architecture, things like that. And we created some really cool tools along the way too. So SEO Ultimate design framework, stuff like that. But just like everybody else, it's one of those things you have to continue to learn. And this is a great place for that. So thank you for having me.

Adam: Yeah, definitely glad you're here. And I don't know unless Marco is going to reveal something. I think Rob, we're going to introduce next might win the costume here today. So hey, Rob.

Rob: Ho ho ho! Merry Christmas. I'm doing good. How are you guys?

Adam: Can't complain, man. You know, I wasn't sure we didn't coordinate this. I just said hey, Rob, if you want to wear something, you know, we were hats do whatever he's like, Okay.

Rob: Rob couldn't make it today. So I'm filling in for him. And, you know, I might twist his arm to get some good MGYB specials before Christmas, you know? Ah, man. See, I had to pull an arm to keep them off the naughty list.

Adam: Thank you so much for being here. Santa Rob.

Rob: Hey, no problem. Happy to do it.

Adam: And Chris, how you doing? Again coming in at night in Austria. How are things going?

Chris: Good super excited to be here. Great Day.

Adam: I see you've got the side thing too.

Chris: I actually was like trying to style my hair look all cool and just realized it smells probably I can also do it like this.

Adam: All right, very nice. All right now speaking of style, Hernan how's it going buddy?

Hernan: It's good, man. It's just a little bit itchy but here's some really good stuff to share with you guys. Humpy also says hi. So we're excited. We're excited about this today.

Adam: That's good for Hernan's maybe not so great on the hat department but really good on the PPC department. I think you're going to be talking about that today, aren't you?

Hernan: Oh, yeah. Oh, yes.

Adam: Outstanding. And last but certainly not least Marco. How are you doing?

Marco: Hey, what's up, man? I'm excited to just listen to what you guys have to say. I'm just here for moral support today.

Adam: Sounds good. And Marco real quick. I didn't have this scripted or anything, but I realized, you know, we're going to be having some really special deals both with MGYB and Semantic Mastery. And part of that though ties in the charity that,  I don't know what the best word, represents the charity you've been helping out for years and that we've been helping drive funds for a couple of years. Could you just tell people about a little bit about that because if they donate this year, people are going to get an extra discount? So I want to make sure they know kind of what's going on behind the scenes.

Marco:  I wouldn't say represented, I just help out because, you know, I don't like to take any. I don't want to be the focus. Because the focus should be the kid because that's what it's all about. So it's not the people who do. We have volunteers. We have tutors. We have agreements with companies in Costa Rica when these children go through school and they get trained and they do have jobs waiting for them as long as they get through the tech training part of the program. That's what's important.  I wish that I could just like hide, and like run things I don't know, from inside. But of course, I gotta let people know, this is the charity. This is what we do. This is what it's all about.

We've set up a page, actually in MGYB that people can go see and I'll drop the link in the recording the events page so that people can see what it's all about. People can see what they donate, and this is just a partial list of what we're giving away to people who have donated and attended the webinars. So two people are going to get a one-hour consultation with me. Two people will one hour of consultation with Rob, one person each, right? So it's four people who will get one of our consultation with Bradley. Another will get a one-hour consultation with Chris. Another one will get to two half-hour consultations with you. And two half-hour consultations with Hernan and says Jeffrey's here I'm going to have to prod him. So that you know donate an hour of your consultation time to the charity. Can we get it? Can we get a yes, I will put you on the spot. Can I get a yes?

Adam: Are you muted?

Marco: You're muted.

Bradley: I saw him raise his hand though. So that must mean I did that mean?

Jefrrey: I said hell yes.


This Stuff Works

Marco: Yes, yes. I thought that meant 10 hours I was put down 10 hours. Okay, five people will each get embeds and link building courtesy of Dadea who's a master link builder. We're going to give away a syndication network to another person and a dry second g site to another person and that Id page to another person. One person will win an entire SEO power. She'll build-out, I spoke to Jeremy, he's giving away two or three pairs of these done for you press releases. I gotta hook that up with Rob. It's fucking Christmas! You guys gave to my kids, you guys came to the presentation. I mean, it's close to my heart and I said it during the webinar. It's the second thing that I care most about in this world. Families always first. Well, it's God, family, and then the children, of course, so we had all these things happening. All of these giveaways and all you have to do is donate and go attend a webinar. That's it. We asked nothing else of you. And we're going to give you all this great shit and we keep adding to the list. Now Jeffrey is giving away one hour of consultation with him and Jeremy's going to give away some press releases. So it's giving time. So if you can find it in your heart to give, it's a worthwhile cause. And I'm going to say it again, guys, think of the worst that you can think about that a child has to go through in life, and it's fucking worse. You're welcome to come to Costa Rica. We actually had to ask her permission of Don, we have to ask his permission to go and walkthrough, but we'll get his permission and I'll walk you through the community so that you can see the conditions that these people live on. We have to be out of there by 4 pm. Of course, because that's where the Don sets the time, the timeline. Gabby out by 4 pm or else he's not responsible for what happens to us. It's Yes, it's that kind of thing, man. It's that kind of thing. He runs it. We got to be in and out. That's how it goes. So if any of you are thinking that you got to bed, I'm telling. You don't have it anywhere, anywhere near as bad as what some people are going through right now, where they have absolutely nothing to eat, whether they're trying to hide the fact that it's Christmas from their children, because they don't have shit to give their children.

Bradley: I once complained about my feet hurting until I saw a man with no feet. Right?

Adam: Yeah, I want to say to if people want to find out more about this, because we mentioned it, Marco said it last week, and I really liked the way you said it, Marco, you know, donate, you know what your heart tells you to and what your wallet or your bank account says makes sense. You know, everyone who donates, whether it's a person who can afford $1, $5, $10 or the person who can donate $1,000 everyone gets the same chance of winning the prizes. Everyone gets access to the charity webinars, everyone's getting the same discount for MGYB and Semantic Mastery products. We just want to try to drive as much money for the charity as we can. So please give what is right for you.

Marco: I almost forgot anyone who donates will receive a one time use coupon for 10% off any purchase from any done for you service from the MGYB store? How fucking awesome is this? Where you guys give and we give and everybody's happy. Everybody wins.

Adam: Nice and don't go there right now because we're about to kick things off. But after we're done here head over to semanticmastery.com/christmas or mgyb.co/christmas. And check that out there's a big button on there that says donate and say find out more. If you can't find that then grab your glasses and go check it again. But that's where you can find out the details and you'll be able to see everything else there as well.

So that said, we promised a special presentation so we are going to get into it today if you are new to Hump Day Hangouts. First of all, thanks for joining us. Normally this is where we would start answering questions. But we wanted to do something a little bit different and special for the holidays and kind of look ahead into 2020 and see how we can help people out. So we've lined up several topics. That's why we've got Jeffrey and Rob here as well as ourselves.

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And Bradley is going to kick things off and Bradley, correct me if I'm wrong but I believe you're going to be covering Holistic Marketing and looking into 2020 and beyond and why it's not just about SEO all the time, right?

Bradley: Correct. Yeah, but two things first before we get started number one is as Adam mentioned earlier, a few of us are going to stick around for a few minutes after we're done with all the presentation stuff today to try to answer some questions. We'll try to roll through a few I got a lead by no later than 20 minutes after five. So you know, we'll try to answer as many questions as we can. Number two, not to be outdone by Hernan with his camel, here's mine. I got camel envy from Hernan a moment ago. I just wanted to make sure that I pointed this out our link builder Dadea gave us each a camel wet POFU Live and it's that was mine and I really appreciate that it sits on my desk. So all right.

Jeffrey: Hump Day!

Holistic Marketing

Bradley: Alright, so let me grab the screen real quick. And I'm going to jump into my presentation, I'm gonna roll through this rather quickly because we have limited time. But this is very specifically guys, I'm going to talk about holistic marketing, for how to fill your own pipeline full of prospects. So a holistic strategy for consultants and agencies. And this is how to get your own prospecting pipeline full of leads because one of the biggest responses that we get the most frequent responses that we get for our surveys about what's the one thing that you need help with more in your business or that you're struggling with the most of your business and it's getting clients, right? That's what we hear time and again is the number one most used or submitted response to our survey questions is need more clients, right? And so, this has been kind of a recurring theme that we've heard over the last, you know, many months, year, whatever that we've been doing the surveys consistently. And so because of that I wanted to address that again, and I've been talking about this a lot when we were at POFU Live, I talked about it very specifically.

More recently, I've done the Google Ads branding course, or training, which was, again, specifically developed for building your own pipeline, your own branding campaigns first, but you can also apply this to clients. So once you learn how to do it, then you can apply the same sort of branding campaigns to clients.  I'm going to continue with that theme today. Because when we constantly hear people saying that their biggest issue is they need to get more clients. But then when we actually talk to them, because for example, with mastermind, we have onboarding calls 90% if not more of the people that we talked to who say that their biggest issue is getting more clients when we asked them what they're doing to fill their pipeline with prospects, they don't have a good answer. And so one of the issues that are, you know, if you have a pipeline full of prospects, potential clients, right? Then you can pick and choose to work with the ones only the ones that you feel most comfortable to work with. Right? So the ones that are the best fit for your business as well. But when you don't have a prospect pipeline full of leads, then what happens? Then every time you do get a lead, you bend over backward to try to make that lead become a customer to try to sell them to try to close them. You'll give away too much of your time or you'll give too many concessions in a negotiation whatever the case is. You usually end up striving to try too hard to land that client to get them to sign with you. And that desperation comes through guys in your presentation. It comes through and your voice, your tone, everything, trust me. So one of the best ways to avoid that is to just have so many damn prospects, the potential leads that you could be following up with that. It doesn't matter, you know that whether you, if somebody says no, so be it, move on to the next one. All right.

And so I'm going to talk about just the very specific part of holistic marketing. So first of all, and how you can apply this to your own business. And so first, let me define what holistic marketing is. My definition of holistic marketing is combining multiple channels, various digital, multiple marketing channels, various digital plus traditional plus offline methods to produce a significant increase in brand awareness and recognition for a company, thus increasing market share across the board. The result is a brand that is sought by prospects. So guys, as I've mentioned, many, many times in the past, I recommend if you're a consultant or an agency, and you're providing marketing services to businesses that you specialize in a particular industry, particular business vertical. The reason why is it makes it so much easier to scale. I'm not going to get too much more into that. I've said it a million times, most of you are probably familiar with that. Some of you are still going to want to be just in me too a general marketing agency that will market to any business that will talk to you. So be it, that's fine. Just know that you're going to have a harder time scaling your business. Okay.

This Stuff Works
This strategy is specifically developed for marketing to a specific vertical, okay, so a business, vertical and industry. And I'm going to roll through this rather quickly, guys, but this is using direct mail and ringless, voicemail which is to basically offline methods to drive people to an online landing page where you can showcase your abilities, which you can do for that particular type of business. Okay.

And then from there, that's where all the digital marketing magic takes over. Once somebody lands on one of your landing pages, now you're going to be very aggressively remarketing to them via all the different remarketing channels. Also for those that convert who end up turning into leads, they can be put onto an autoresponder. So it's a very, very powerful strategy. And trust me, I've been doing direct mail stuff now and some ringless voicemail stuff now for several months. And it's amazing how much traffic you can drive using direct mail and ringless voicemail to or to a landing page a specific landing page. So the strategy here is to first buy a list of companies within your target industry. Again, I highly recommend you specialize in a particular industry.

The site that I use to buy lists I've been buying lists recently from his infoUSA. com. I'm going to walk through that process very quickly. It's very simple. I just want to show this to you guys. Go to infoUSA. com, create a free account. Then once you log into your free account you can go to build a list. So under the mailing list, you can go to US businesses then I go to build a custom list, click Start building. This only takes a moment. So I'm just going to run through this very quickly. So I'm going to zoom in on this page a little bit. Let's say I do a lot of Tree Service marketing, right, so I'm just going to put in for the search industry type, I'm going to type Tree Service. And I also want to show search only primary descriptions of SIC codes. If you don't know what an SIC code is, go Google it. And you can learn about what SIC codes, I'm going to click Continue ups. Actually, sorry, let me go back and click Search. Alright, so here is going to show the different SIC codes, the business types, and all I'm going to do is I went through this earlier, so I could do this quickly is I'm going to select Tree Service. And I could select arborist also, but I'm just going to stick with just tree services. You can select others because remember that the idea here is to try to get a highly targeted list. Okay, so I'm going to click Continue.

Okay, from there, I'm going to select states, let's say that I want to target the entire state of Virginia, by the way, you could buy a national list. That would be a lot of damn leads, though. And I don't think that's necessary. I think you're better off buying smaller batches and processing each batch, you know, and just buying batches as needed. So let's say that I wanted to target Virginia, right? That's where I'm at. So let's just say for the entire state of Virginia, I wanted to see how many, by the way, I can click Update count. And it's going to show that there are 567 Tree Service companies in the state of Virginia. Okay, there's probably more but there's 567 that are labeled as tree service companies with that primary SIC code. Okay. So if I wanted to get more specific counties, guys, I could select counties as opposed to just doing an entire state. I could even do zip codes. If I wanted to get that granular or cities, metro areas, area codes, there's a number of different things you can do but let's just say I wanted to go for the entire state, 567 leads. So I'm going to click Continue. The next thing that I could do is I can end up saying, you know, different filters here, guys you can play through with these different filters. But I would want to maybe look at sales volume, right? So maybe I want to say, Okay, I only want to deal with companies that are maybe, I don't know, 1 million and below and why would I say that? Because a lot of the bigger really big tree service companies are tree service companies that like only work with public utilities for like clearing around power lines and such. If you know your industry, you're going to know which sort of business volume sales volume of the type of companies that you're going to want to be dealing with. I like to do lead generation services for smaller tree service companies. So I might look to do these three, maybe two and a half million or under per year. And I'm just going to click Update count to see that so in 567 leads, right that's still a lot so why don't I just do 1 million or less, click Update count. Okay. 541 leads so not a whole lot. Most tree service companies in the state of Virginia arbitration. You know, are making a million or less per year, which makes sense to me. I know the industry, most tree service companies are small operations. Okay.

Something else I could look at is I'm going to go ahead and click Continue. And then we could go over here to location information under other selections, and we could look at years in business. Well, I don't want a brand new tree service company because they typically don't have a lot of marketing money, they're usually harder to deal with., I'd rather have a more established company. So why don't I do years in business with a minimum of three years, right? somebody that's been in business for three years is typically going to have more stability, okay? So I'm going to go ahead and click Update count. And look at that I've got 359 leads something else this you pay a little bit more for but you could also select leads that only have excellent or good or whatever sort of credit rating criteria you want. That's really good if you're worried about not getting paid. I found a lot of the times that having years in business, you know, setting criteria like this usually don't have to deal with that as an issue.

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Alright, so anyway, all that said, I'm just going to click continue because I know I'm trying to run through this rather quickly guys, but this is showing 359 leads, I'm going to click Continue. And this now this is going to show me the price and the different options. So I don't know if you guys maybe I need to zoom in on this a little bit but you can see for 359 leads even at the most expensive package which includes additional data. It's $217 so what is that like 75 cents per lead something like that, right? That's not bad at all guys, and here's the thing. I know there's a ton of web scrapers out there guys, but trust me from somebody that had hired full-time staff just to run web scrapers and build contact lists for me, a lot of the data that those web scrapers pullback will be wrong. Lead Kahuna was one that I used over and over and over again. I mean for months and trust me a lot of the times, first of all, you're paying a VA or you're paying for the software, you're paying, you're doing it yourself which you shouldn't be doing or you're paying a VA to do it. Why not just go to work with a company like this, pay the damn fee and have them send you the list and it's done. Right? It's a very quick process, you get a list, you can get very specific with your search criteria, it's worth saving the money. Okay, so then I would download that list. I would purchase it and download it. And then from there, I would have the ability to start sending direct mail so.

Okay, here we go. Alright, so from there, I would send a sales letter with a compelling CTA to visit and landing page, it's a call to action, a compelling call to action to visit a landing page. So again, I would be reaching out to Virginia-based Tree Service contractors that have, you know, with all the criteria that I just said, and what I would do is send a sales letter explaining, you know, basically, that I'm a marketing consultant or I own a marketing agency that deals specifically with Tree Service contractors, and now I can get them much better results than what their current marketing is right or something like that. And again, that's why you want to copywriter. I'm not a very good copywriter so I would write this copy I would hire that out. Hire a copywriter. Okay and guys I meant to put this in let's do industry-specific if possible.

Okay, so let me show you what I mean by this, guys. First of all, you can go to Upwork and just hire a copywriter, a general copywriter and some of these copywriters have specializations Here's Upwork with some categories. I'm not going to walk through all the search criteria but I chose $30 to $60 an hour, $10,000 plus earned 100 hours build and then I also do 90% and above his job success and I chose $30 to $60 an hour. And if you take a look at this, we've got 35 copywriters in the US that meet that criteria. I can reach out to one of these copywriters and explain what it is, you know, post a job. And I always do post a job by invitation only. So I post a job and I would invite freelancers to look at my job request. And then I would reach out to several of these and say, Look, quote me on writing a sales letter for Tree Service contractor business owners that basically market compelling them to visit a landing page where I'm going to demonstrate how I can get them better results from their marketing or produce more leads for their business, whatever it is that you provide, right. So that's one way to do it.

Another way is to go to Google and do a search for whatever industry you're your specialization is copywriting. So your industry copywriting in this case, I just did Tree Service copywriting, believe it or not, there are Tree Service copywriters out there. Specialized copywriters that write copy for tree service companies. Who better to contact for writing a sales letter to market to Tree Service contractor than copywriters that specialize in the tree service industry, they understand the industry very, very well. They work directly with tree service company owners. Right? So why wouldn't they also be the best people to have write a sales letter with a compelling message that would speak directly to that type of a business owner? So again, content Tree Service copywriting, you might not be able to find something that specific but I was surprised to find this. Here's one of the market Smith's Boulder Hill Tree Service. It's about specifically about how they dumb copy for tree service companies. Here's another one. This is called a copywriter for landscapers lawn care professionals and tree trimming businesses. So susangreencopywriter.com. The Landscape Writer. This lady's got her own book out about copywriting and she talks about how she's done stuff for home service caught lawn care, landscaping, and home service contractors. Okay, so those are just three examples of very specific Tree Service copywriters.

What about a more general contractor copywriter market? I know what a lot of you doing contracting stuff, well, contractor copywriter. I just did a Google search on that. And you can just start clicking through these results guys. And you'll see, here's Susan Green copywriter. This is showing a copywriter for contractors and repair services. And right down here, all the different contractors that this company has done or Susan Green or whoever has done copywriting for. So if your businesses fall within one of these categories, then you know that this would be a good choice. Here's another one, the Contractors' Copywriter, the contractorscopywriter.com. Once again, reach out to these people to find out what you know, get a quote. If you got to pay $300 for a sales letter to be written doesn't have to be you know, an eight-page sales letter but if you know if you got to pay $300 for a short sales letter to be written, that speaks directly to your industry type, then so be it guys. It's worth it. You only got to pay for it one time, right? You can use the letter over and over and over and over again. Alright, so send a sales letter. I like to start with a sales letter, but then you can follow up with postcards. Follow up with the same list every three months or you could, you know, you could extend it out every six months, something like that. And by the way, if you always buy a list of 359 leads, what I send out 359 letters on the same day on the same batch? No, not at all, because that would be, depending on what the response rate is, that could potentially be too many leads for me to process, right? And so I wouldn't want to have people contact me and I wouldn't be able to process that lead, respond to that lead, for two weeks because I've got, you know, let's say I've got 30, 40, 30 leads, 35 leads, and I don't know that. It would be a rather good response rate. But let's say I have 30 leads and I take time to evaluate each one of them. You know, depending on how you do it, I like the video email strategy on responding to leads. So for me, it might take me half an hour to respond to each one of those leads to do a brief audit and to reply to them. So again, I wouldn't want to do 359 leads all at once. Some of you may but what I would probably do is batch these out, like do 50 a week or 60 a week, right for the next six weeks, right? So send out 60 a week that way I can process the leads in a timely fashion as they respond to my marketing, okay? But you could follow up with postcards every three months, every six months, whatever frequency you feel comfortable with. The follow up is where you're going to get most of your leads from, not from a one and done a one-shot deal, trust me, you can talk to Adam about this. But one shot and done you won't get very many leads. Okay? It's all in the follow-up.

This Stuff Works

Once you've sent out your letter, guys, three to five days later, you can office then you can automate this you can send a ringless voicemail plus an email for those that you have the email address for some you won't, but you will have a phone number. If you don't have a phone number, you could always do a Google search for the company name and I'm sure you can find one. Send ringless voicemail. How do you do ringless voicemail there are two different ways that I can talk about very quickly. I'm just going to show the website slybroadcast.com is the one that I've been using. This connects with Zapier. So you can actually just take like connected to the spreadsheet that has your leads, your CSV sheet that has the leads that you got from infoUSA, just add a column to it, that states, you know letter sent as the column header. And when you enter Yes, into that cell for that row of data in that call for that contact, then Zapier would trigger sly broadcast to send a direct voicemail on it three to five days later, whatever you set is your time interval. So that right around the time that they're receiving the letter, they're going to get a voicemail that you know, a ringless voicemail which means a voicemail inserted into their voicemail service without the phone ever ringing. And it's going to be you saying or one of your you know, representative saying, hey, just wanted to check to see if you have received my letter and if you had any questions, in case you missed it, you can see what I'm talking about by visiting and mention your landing page URL. So even if they don't get the letter or even if they got the letter and they ignored it once again, you're giving them another call to action. It's another excuse and guys this is again it's nonconfrontational, you're not cold calling, you're sending them a voicemail message that they can listen to what is convenient to them. Okay, email too, the same thing you want to follow up. So now you multiple touchpoints. That's what holistic marketing is touching them direct mail, ringless voicemail email, right, then when they land on your landing page, some people are going to respond. And those that do they're going to go to your landing page because if especially if that's your only call to action when they land on your landing page, now they get put on your remarketing list. That's where our digital marketing expertise takes over.

So landing page is going to have, we're going to talk about that on the next slide. And then we're going to be done sorry if this one a little over guys. But on your for remarketing. Now you're going to remarket to them using the Google Display Network. You're going to YouTube, Facebook, if you do Facebook ads, which you should I should do and I don't, but I should, and bang you can remark it talk to all of them across all of those different channels. And what happens is now they've been exposed to your brand via direct mail, ringless, voicemail, perhaps email, they've landed on your landing page and now they are getting followed around the web, they're going to see you everywhere, right? You want to segment your remarketing lists and the two different types. You want to have nonconverters. So those are people that have a remarketing list of people that landed on your landing page but did not submit the contact form or complete whatever conversion goal you've set. And then you also want to have a separate remarketing list for conversions. Those are the people that have completed that conversion goal. Typically, that's means they're going to complete an opt-in form or contact request form something like that. The reason why you want to split those remarketing lists is that the general remarketing list for nonconverters can be a more general type of remarketing messages. Those that have converted that have said that they're a lead, you can remark it to them but be much more aggressive in your messaging because now they've already raised their hand and said yes, I'm interested in hearing more about your services.

So again, you have two different types of remarketing campaigns. One's a lot more aggressive to those that have submitted their information for more, you know, request for more information. So lastly, guys, the landing page, what's on the landing page that you send them to? Well, you want to showcase what you can do for their business. Remember, it's not about you and how smart you are and how much you know. It's about what you can do for their business. So that makes sense. So, again, if your industry specializes, you should have some sort of portfolio of existing clients in that industry or your own lead generation assets that you can show results for, and specifically for their type of industry. Because they can see their business in your presentation if that makes sense. Okay, so showcase what you can do for their business show traffic stats, analytics, GMB insights, Google ads stats, if you run Google Ads campaigns for clients or for lead generation stuff, will show your Google Ads stats. You want to show compelling statistics of how you're able to the type of results that you can achieve, specifically for their industry if possible, call volume leads generated, revenue projections based upon average campaign data. So again, if you've got this across multiple projects, you can take an average of your rep. Again, if you know the industry, you should know what average customer value is what you know, on a per-job basis or a per-sale basis, right? You should know what an average lifetime value is of a customer, that kind of thing. So you can actually show projections of what you're able to achieve for that type of a business based upon the statistics of average results if that makes sense. Okay, so all of that now becomes compelling. So have a strong call to action on your landing page. I prefer a contact form just a very simple contact form, name, company name, phone, and email. And the reason why I like to contact form over having a phone is for two reasons. Number one, when somebody submits a contact form saying yes, I'm interested now they get put on to an autoresponder so I can automatically follow up with them via email, as well as all the remarketing that they're going to get hit with, but an autoresponder for lead nurturing to further develop that lead. Also, I like the contact form better than a phone number because if you're going to have a phone number, you better either have somebody that answers the phone, you know, I don't recommend that to you. But have somebody answer the phone, set up a call center if needed, but you should have somebody answering the phone, it shouldn't go to voicemail. Okay. And the reason I say that is because you want somebody, a warm body, you want them to know that they have, whenever they call you that they're going to have somebody that they can get ahold of, and I think that's really, really important, especially when you're trying to establish a relationship and build rapport, right? People get turned off if they go directly to a voicemail. So I would recommend that if you're going to use a phone number that you have either you answer somebody in your office answers, or you hire an answering service, like a call center, which works really well, and make sure that you follow up within one business day. Okay?

And that's it, guys. It's very, very simple. I know a lot of you are struggling to get clients. What are you doing, if you're just sending emails out cold contacting emails, then you're just like every other freaking consultant out there, and you've got to stand above the crowd? Direct Mail is a fantastic way people get excited about receiving direct mail now. So especially with something like a sales letter, instead of just a postcard. Postcards are great for follow up. But I think sales letters should be your initial point of contact. And then ringless voicemail again, that sets yourself sets you apart from your competitors. And then again, everything would be specifically developed around that one particular business industry. So that's it. That's mine. I'm going to go ahead and turn it over because I know I want to get a little bit over and I apologize.

Adam: Oh well, it's all good stuff. And I mean, that's adding fuel to the fire. Obviously, Bradley went really in-depth POFU Live. But everyone, that's enough definitely to get you started. And for those of you who already have clients, this is a great way to really take your response rate up a lot. And like Bradley mentioned real quick about me and saying many contact points, there's a graph, but basically, the more points of contact, the more responses you're going to get. So you know, if you can't do all of that, just do one of those, you know, add in the slybroadcaster, or start using a mailing list, do something different make yourself stand out. So anyway, thank you, Bradley. That was really good.

This Stuff Works

Well, we've got Santa Rob up next. Rob, I know a little bit about what you're going to cover, but do you mind telling everybody and just diving into it and we're just gonna keep rolling around. Just before you get started though, I do want to say if you do have an agency or you're a consultant, you've already got clients and you want more help putting into play the stuff Bradley's talking about then the Semantic Mastery Mastermind is where you know, you should belong and you can find out more about that and mastermind.semanticmastery.com. And take it away, Rob.

SEO Shield

Rob: Hey, so I'm going to cover I'll go quick kind of make up some time because Bradley did cover the SEO shield last week. And I'll share my screen here. Let me know when you guys see it. See the screen too?

Bradley: Sure. I can see it.

Rob: Okay, so you see, like money site and the mind map basically? Yes. Okay. So this is a really simplified picture of what the SEO shield is. And I'm going to kind of use analogies to help to paint the picture for people. Similar to holistic marketing, where Bradley saying he's following people around so they get to know the brand, and they start to trust the brand. Google, in a way, is no different than us. It's just a computer that's been programmed to follow entities around the web. And then they start to trust a brand, right? So your brand here is kind of represented by your money site. Your GMB and I'm going to expand these two just a little bit. So you kind of get an idea what goes into just building your kind of your SEO armor, is what I like to call it before you can go out and start with anything else. But these are like your first steps to the money site and your GMB.

Let's see revealed that good Lord comes on Santa. So on your money site, you're going to want to make sure you got your services. You're going to make sure that your site siloed out. You're going to have your schema. You're going to you know to dial in your on-page and those types of things just to set the framework for your site to then set the brand. So when Google lands on your money site or client or customer lands on your money site, they don't land in there and think what the heck is this, right? You don't have a good place for them to land, so do a landing page. Same with your GMB. So you've got all these different pieces and you know, maybe I'm saying is feeling a little friendly. So this, this mind map may find its way to some people's mailboxes, let's just put it that way so you don't have to try to see it all. So basically, with your Google Business, you want to fill that out to the most, as thorough as possible with your service areas, your different categories. You want to do posts, everything that Google allows you to do you want to do it. They don't put it there inadvertently, by accident. There's a reason they do it. And they enjoy keeping people in their ecosystem. And the more that you work in their ecosystem, the more they'll reward you.

Okay, so I'm going to kind of shrink these down because again, that's kind of foundation. But I'm just setting the framework for what I'm getting ready to talk about. So the SEO shield is these tier one properties that we build. Basically, it's like step one for every project that we have. And I'll start here with the syndication network and work my way around clockwise. At least clockwise on my screen. I don't know how it looks like on the video but were syndication network and then the RYS stack builds with it, its page builds off of that. So they all interlink and build together. So the first one is, you guys, I'm sure to have heard of syndication networks, that's nothing new. And this isn't all that you can do. This is a kind of visual representation of your digital footprint. You're claiming your billboards, so to speak out on the web, of different places where your brands mentioned. It's your social networks. It's got your name, address, phone number, description, right? And how we build these in MGYB is then we interlink all of these as well. So they're all building each other up and building kind of like a web of your brand presence to the network. Right. And then the next one that we add is the RYS stack, which I'm sure people have heard of that. And there's a lot of amount on the web, right? And a lot of places you can go get them, but none of them are done as thorough as what we do at Semantic Mastery MGYB. So again, this is just a visual representation.

It doesn't take account everything that goes on, I'm going to have a mind map at the end that kind of tries at least paint a picture of what actually all is going on. But it gets so busy, it's hard to keep up with. But this is in, we're just stacking all the Google properties in a drive stack. Right? We're using the Google Sites, we're using forums, docs, drawings, mymaps, all those different pieces. And then we're embedding them across each other, and also interlinking them and what we'd like we call a spider silo, right? A little bit different than what you hear on web pages, where people like to keep their silos real tight. Inside Google, things are a little different, right? They don't follow the same rules. So we interlink all these properties. So as you build one up, it starts building them all up. And we're interlinking them with tons of keywords, and we just stuffed keywords in there. So not only you're claiming more digital footprint of your brand, now you're starting to inject a bunch of keyword relevance, right. So between those two, you're claiming your digital presence on the web and you're also building keyword elements.

And then the third piece, if you order the power shield is the ID page, which entity loop is what we call it. It kind of got the ID page because the schema uses the @ID is the actual node identifier for where this ID page is located. We currently use S3 buckets, the host our ID page, it's a simple HTML document. So it's just a simple HTML form. So it's a single-page website. And what we do there is we start to embed the files from your drive stack. So your Google Sites, we linked to your syndication networks, we add schema to your ID page that mirrors your money site and the information on your syndication networks. We embed the Press Advantage, which I'll get to that here in a second Pearl Tree. So we start to now interlink all the different trusted properties on the web. So you're almost building as you can see, the reason I set up like this, you're starting to build this circle or a shield all the way around.

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Your website and your money site with your GMB that insulates you from Google updates and penalties. And just you know, Google's constantly changing, right? They try to make this SEO game crazy. And this is a way for a lot of times, you know, we kind of joke about but people come and ask what happened at the latest update, or any of your sites get hit with the latest update? And normally, that's the first time I ever hear about an update and then I go check and be like, no, I still don't see anything. Right, because we're being insulated by the way we built this.

So the fourth one that we added to this is Pearl Trees, which Pearl Trees is another just kind of a hub that we start to collect all these different properties and interlink them. So that now you're building just kind of this web interlinking across all the sites that encircle your money site and your assets online. And then the fifth part that we use that you'll if you order from MGYB you get all five of these if you get the power shield is the Press Advantage organization page. So Press Advantage is a highly trusted tier-one asset. It's a press release distribution center, they have an organization page on there, which is perfect for put in your organization makes complete sense. You can add the schema, which then is mirroring the schema that's on the ID page. It's mirroring the schema that's on your money site. It's mirroring the categories that you've selected in your Google My Business, right? On the Press Advantage page, you can also embed the money site onto that page. So now you're iframing it. So then the juice through there is also passing back to your money site. There's a link from the organization page to your money site. We embed the GMB map. So now you're passing power into your map for the Google My Business, and then you can embed some of your main social profiles. I think it's Twitter and Facebook are the two, two of the bigger ones. So now you can have those and you're basically just building this huge digital presence that Google can now say. And they start to trust your brand. And I kind of use this as an analogy.

You know, let's say that your money site is just some new restaurant in town. Right? When a new restaurant opens up to everybody in that town is basically there's another building where they serve food, right? That's basically it's kind of like what a site is Google. Okay, there's a new site with some information on it. Sounds good, right. But as Google is crawling the web, and they're constantly gathering information. And it's just a huge relational database. They're trying to gather information about your site, and you help them by first getting your on-page good. So there's no confusion there. And then they start to find on the syndication networks and these hubs of social profiles out there, they start to find this same business listed there on these trusted sites that are all interlinking and they all have the exact same information. So that kind of has the trust. Similar to if you're in town and yours a new restaurant now you start seeing ads for the restaurant. You start seeing in social places, people talking about the restaurant, it builds trust for you to go try out the restaurant, whatever. Now starting to build trust for Google think, Okay, let me start to show this money site to people to see how they interact. And then they go and, you know, we send them through the drive stack, and they start to now see all these keywords, and they start building relevance about Okay, so now I'm starting to see what this websites about, similar to a menu at a restaurant, man, look at all they serve, look at all the services, all the things that they have, right, that's kind of what that drive stacks doing. And then we interlink all those together with the ID page, which is basically just, it's a hub that collects all this information at one spot that links to you, right, and we internally call those together.

So now what I'm going to do is I'm going to throw this to I got one more here that I can kind of so this is very similar. What I do is I'm going to just go through these. So the syndication network looks about the same. But now, if I extend RYS stack, okay, see how these are starting to link together, or I didn't draw all the links. Now I'm going to extend the ID page. Okay, now you start to see how the ID page is connected to the stack, my new Pearl Trees. Now you're starting to see okay, now wait a minute, these are all starting to connect and forming even a link circle around our site here. I'm gonna do press advantage. Let's expand that. All right, so now you can see okay, now I'm starting to see all this stuff links together. But watch what happens when you extend the money site and the GMB.

Okay, now you're starting to see how all these interlinks and you can see now you just have this huge web of basically information that's all mirroring, interlinking all your brand, all consistent. And Google's building a huge relational database that basically looks like this to them. And they see all these sites around it pointing to your money site, which starts to then build the trust and the authority to your site, which helps it rank and insulates.

Bradley: semantic relationships.

Rob: Yeah, you're just making relationships between all these things. And then the next step to that is you start you know, loaded up with power-ups. You power up all these tier one entities, and you just now all that power flows through all those links. So it's hard to see here but the red are the links green are embeds, blue is the mirroring. And it starts to just now power up all the things around it, which then, in turn, lift up the whole thing at once. So you're basically raising the whole ship, instead of one individual site.

Bradley: I want one.

Jeffrey: I definitely want one another,

Rob: so there's a lot more in there. This one is really busy on the screen right now, that's probably only a third of the interlinking that goes on. But when I tried to add it all, it basically just looked like a big wash of lines.

Bradley: It'll get you a ball of yarn.

Rob: Exactly. Which is exactly what you're doing. You're building the big ball of yarn of relationships that Google's putting in their database.

Adam: That's awesome, too. So two questions. One, Phantom might be able to get this to people. How can people get their hands on this mindmap?

Rob: I'll get it together and we'll either send it out an email, or we'll post it in the groups or we'll figure out a way we'll post it all over the place because this is a little too confusing.

Bradley: Put a link to it on the SEO shield page in MGYB.

Rob: we'll do. Perfect

Adam: Sounds good. So yeah, you guys heard it if you're not a subscriber, head over to Semantic Mastery or MGYB, sign up, that'll be the easiest way to get that. And you know, Rob, you hit on something that I think is really important in that you know, a lot of if you're whether you're doing this for your own projects, or you're doing this as an agency I think that you touched on something that you know, people should know as you said, it's not a joke when you said you know, oh, there's been an update I literally didn't know it but somebody told me about it and I think that that's really important that people know like this is part of why we wanted you to talk about this was moving forward now and into 2020 and beyond that, you know, this allows you to do like that to you know, set this up and to drive a lot of power, get a lot of great results, but not be sweating and be like shit, what updates happening, what's going on? right?

Rob: Exactly. I mean, that's, that's fine. We've got DC plumbers. An example, we've got SEO Virginia, we've got several others that we won't name because they're actually live for clients and different people. But normally, as soon as somebody says, oh, there's an update, my sites are tanking, I go check all those and I'm not impacted, I don't see anything. And I check my other personal stuff, not impacted and don't see anything. And it's basically because I set up this framework, right, and then you just start powering up the tier ones and you're never driving stuff directly to your money site.

Adam: Well, cool. If anyone wants to find out more, we do have a special going on through MGYB, you go to mgyb.co/Christmas on the power shield, as well as some of the components if you just need the pieces. And there's a very special offer coming through eadia, who we mentioned the master link builder at the beginning. Let me see if I get this right, Rob. He offered to double any link building packages that are purchased through the Christmas special, right. So you buy it, you use the special code and he's going to give you double the links, right?


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Rob: Yes, exactly. So you got to make sure and put your coupon in because it's not coated, so if you pick 3500 links, it's not going to then show 7000 when you put your coupon in there, okay? But as long as you put that coupon in, he knows when that order comes. And if it says double my links or whatever the coupon code is something like that. He knows you order 35, he's doubling it as a Christmas bonus to everybody.

Adam: Outstanding. All right, well, you know, we covered kind of things that are well, a lot of this is off the page. Now, I think we're going to move more on to the page. So Jeffrey, you want to just take it away and we'll keep rolling, man. Cool. Let's see. Rob. Did you stop sharing? So I'm working there we go. I found it.

SEO Bootcamp (On Page SEO)

Jeffrey: Okay, so let me go for a screen one and share.

Adam: Let's see, it looks like it's there we go. Got your desktop.

Jeffrey: Okay. Let me go ahead and expand this a little bit. So basically, for those of you don't know the I started doing SEO, roughly 23 years ago, basically create an invention and it's Jeffrey Smith. Create an invention plugs it at the cigarette lighter of the automobile. And we didn't have any money. We ran out of money to end the clock. So I actually had to use SEO to get distribution for that. So took over the first several pages was really easy back then it was going hotpot, I think it was Yahoo directory was just getting started. This is pre-Google. But basically was able to get distribution in about 17 countries for that particular product came back to the US and it finally took off. After that, I was able to retire for a couple of years and came out of retirement and basically started an SEO company that was in 2006. I grow that agency up, you know, roughly 50 to 60 clients. But then after that, we caught the attention of somebody who was reading our blog from Time Magazine, and they opened up the door to start working on some really cool sites like express from wine.com, and help those guys really capitalize on the brand positioning that they really need.

At the time, and it's funny, we'll get into some of the things we discovered about that. But it's really going back to a lot of the on-page optimization. Making the point that on-page is really like it's a bucket. And if you have a hole in your bucket, it doesn't matter how much water you put it up on the floor. So the tighter you can get you on this optimization, the more impact you're going to have. It doesn't matter if you're a small side or a big brand, we all have the same problem. After that, though, we sort of moved out of the client model. Along the way, we started creating some software. So when you do part of SEO Ultimate think was only one SEO pack was first and we were second after that Yoast came up, but it's been around, well over 10 years now. It's been downloaded over 2 million times. So those are the tools that we use for our agency was never really designed as a tool to share with the public, but it's now available as the Ultimate Probe. Do you guys want to check that out? That's totally cool. But long story short, these are some of the things that I learned along the way. And so it's funny that Rob talked about this about all the different algorithms like Pandas and Possums and Penguins, and Rank Brains and all this kind of stuff means it's ultimately funny. But Google must always be the need for certain things. There's no reason to fear algorithms because all this is really based on language. Language is the cornerstone. Relevance and relevance is what begets trust. So, case in point, took me about a year and a half, on the SEO design solutions blog to start talking about all things SEO. I think there's something like 1000 posts that cover everything from, you know, typical silo structure, we use everything from on-page optimization, off-page, you name it, but after a while, what happens is, you don't have to really worry about Google it starts to follow you. So once you become that topical authority, and you flip the switch, you become the hit factor that becomes popular. I think Rob also talked about this all it's investigating units looking for those cues for relevance.

Once you do that, I was able to write a blog post, about eight minutes later, it's ranking on the first page because you have that trust. So that's sort of the way that I see SEO over the years, I've really looked at it from the standpoint of what can I do to impact those, there are three things that are really the cornerstone. And so the first thing that we talked about is language and topicality. That's really what you know, looking at all the different neuro-linguistic programming that, all the different language models that are out there with artificial intelligence, like Bert, RankBrain types of things. As long as you are really creating useful content. And if you understand how to actually build that into your site architecture, you can create that relevance. And so we'll talk a little bit about content relevance thresholds, and then trusted authority on ways you can essentially weave that into your site architecture and other things like that.

Alright, so like we're saying, what can we do to make Google better now use the analogy, Game of Thrones here, but it's funny because it's just sort of like the whole notion of this dragon. This is essentially what we're trying to do here. So we're just trying to bend the knee. And so there are some things you can do. If you understand that the difference between different phrases and relationships, impact relevance. So for example, I'm talking about the word diamond and the word soft and muster appears on the page. It knows I'm talking about a physical guy that the word MIT and hot dog appears and knows what I'm talking about a baseball bat. So you can utilize these content vectors to actually impact relevance. And so after you've gone through, you've done your keyword research, we can get into some of the typical processes on, you know, what you need to do to start any particular site. There are some other tools I'd like to share with you. One of them, in particular, is called Text Tools. I'll just hop over to this tool. Once you understand relationships, there's something that's called TF IDF, which is called term frequency-inverse document frequency. And once you have your topic, for example, I wanted to rank for this keyword I think it was what our acceptance and so on.

And so what I did is I use this tool to show me what other page other pages on Google were actually doing. So what it does is this tool will go out, it will scrape the top 17 sites that are ranking for any given keyword, grab all their phrases and put it in and I call it bag of words, and assess the information and look at these vectors and relationships between these phrases, to show you the ones that you actually need to build. So I just basically use that tool. And then I went through, I wrote articles not really that in-depth within, you know, from just using on-page alone, this page has no background. within about two months, this case jump to the first page has been there for years. This happens with a lot of our clients. So the idea is that when you look at this tool, it's called text-tools.net. You know, you can start with the phrase and what it's showing you right here are the relationships, all the different. These are all the words that are appearing in the top 17 pages. And so we're just talking about that one topical note, which is language right now. And you can see the relationships of the number of occurrences that this phrase actually appears on the page. And this is important because if you exceed those content thresholds, then essentially you're going to be spamming. And so you don't want to do that, you want to make sure that you're well within, just go ahead and move this a little bit slightly over here, you want to make sure that you're right within the content thresholds that are normal. And so one of the ways you can do that is by using this you can actually go to the Compare tab. And so this is I'm showing right now, for example, all the websites that are ranking for this particular phrase, but if you go to the Compare tab, which allows you to do is actually insert your own article or your web page, and it will show you on a graph the phrases that you've included or missed. And so these are, this is a real practical way for you to tackle your content development in the strategic method, where you're not just guessing.

You know that if you're missing phrases on the page, they're going to show up. So you can actually go back and add those phrases until you get to a nice relevance threshold that is considered normal, which we call the average of the document, the term frequency within that document. And by doing that, it will really allow you to hone and write for not only that, that primary trend that you're going after, but all variations. So just to give you an example of language, in particular, I'll go back to another client of ours. And this is a real estate company in Los Angeles, and so on your code was the person that was doing this. And so we used website silo architecture, to build up the structure of the things that we wanted to rank for. Now she sells real estate, but also you have to think about things that are important to real estate is architecture. So we actually built out a vocabulary and schema for the site. We selectively use specific anchor text and to emphasize not only the most important components such as the locations, for example, the topic, which is the mid-century modern architecture, we also wanted to rank for specific neighborhood pages, if you're familiar with sideway. And I assume that many of you are, which is you have the main topic. Underneath that you have categories and those categories, you have very relevant information that is simply a sibling to that. We use the neighborhoods as a place to essentially own that conversation. And so we're talking about, you know, the history of this location. She briefly mentions modern homes and real estate, for example, talks about different things, building a home, buying a home, some information like this, all the things that are considered used. That's the idea here is that in order to become a subject matter expert, you have to create useful content. It's not so much about content thresholds, as much as it is about the topical depth of the site and the top of breadth you.

How deep you're willing to go on a topic to essentially get ranked for it, or how wide you're willing to go, for example, we're talking about architecture, we're talking about neighborhoods, we're talking about specific architects and all that type of thing. And as a result of that, this is a site that does not have backlinks or did not have backlinks, there are 1000 keywords that are driving traffic to the site. And we're talking about everything from like I said, there's, there are specific neighborhoods that are ranking all the main keywords that are relevant for the conversation, such as, you know, modern homes for sale in, in Los Angeles and all that. So you can see locations, you can see that century architecture for sale. So this is, you know, the stuff that I'm talking about. It's not just theory, it's actually based on structuring things for the real world that actually create that effect. And so this is, let me just go back to the document. I'm jumping around, but I just wanted to really drive that. But it's really about creating that language. And once you do that, you can essentially sculpt the way that your site functions, you can determine.

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Basically, by using the color cards, backers and things like that we're talking about you understand the conversation. Using schema allows you to insert extremely powerful cues that would say, you know, I'm not talking about a baseball diamond, I am talking about a shiny diamond, so to speak, and you can do that for your topic. So talking about this is essentially disambiguation. So what that means is just making sure that you are communicating extremely clearly what that point is. And so there are a couple of things you can do for that. If you're familiar with link data, we have a new feature that we're actually introducing an SEO Ultimate Pro, we're actually going to be able to go back and vocabulary. So you have your silo content, your category is supporting articles after you build that in your site architecture, say that you have a topic a, you can create a tag page on that type that you can actually go and create a summary, very specific type of summary. And what we suggest, for example, is to use a 50 word Frequently Asked Questions type, very specific answer that's nonpromotional. And write that in such a way, because that's going to trigger that featured snippet. Featured snippets there in position zero and Google, you can do that. But what it's going to do, it's going to create a type page that type page and links to all the link data, like Wikipedia, wiki data and those types of places, the Freebase to show that you are talking about this, this tag, the tag is Seo to linking to those tag pages. Now what happens is you also have related pages that you can link back to your silo pages. So essentially, just like those points of reference, like you're talking about the @ID, you're creating your site post-citation to the idea of those Linked Data entities that are for that talk. So it's essentially spending your site into that relationship of subject matter expertise. So, you know, if you're familiar with JSON LD, you can also do this stuff by hand. But let's just keep moving on this. So I really want to drive that home.

Topical depth, as you said, it's really how many pages on the site globally, you're going to have, it's going to be dedicated to this topic. topical breath is the number of subjects that are going to encapsulate that. And so one of the things we suggest if you're going to have a subject, your topical page, which is your silo landing page, very top, you're going to have at least 2500 words on that page. You want to use keyword research tools to find all the different phrases that really make sense and weave it into it much like the best LA neighborhood site. We're taking the actual industry, we're looking to make an impact in and we're talking about architects, we're only just talking about real estate then after that, you can actually move that, that authority from page to page with your link structures. So and then you're gonna have supporting articles, you're going to have your blog posts and things like that cool thing about that is you can actually tie that into syndication networks. And you can really create that, that footprint. What I'd like to do typically is I'll target things that are questions. And so if you use tools like Answer the Public good, find really relevant questions on your website that are related to your market and then build those out as what I call like a q&a stack. Since we're still on the language component of this, let me just go ahead and sort of show you how we do that. Okay.

So we talked about using Answer the Public. This is really, really cool free to use, just type in a keyword. If you haven't seen it, just go and try it. It's going to come back with all the different questions in your market. Power Suggest Pro is another tool that's really cool. You can also use the Analysis Tool from SEM Rush to do that. After that, what I like to do is find the top question that I want to get rank for. Create a page about that and then find about five other sibling questions that I can put on that page. I'll use schema to use FAQ schema for the main question on that page. We're going to also use Question and Answer schema.

I'll see if Jeffrey comes back. Maybe this is a slight drop. There, okay. Yep.

Jeffrey: Can you hear me? Yep, yep. Okay, so I'm gonna go ahead and kill my video. Maybe that one.

Adam: All right, and Jeffrey, we're gonna have to keep this I think can you get through this and about five to 10 minutes?

Jeffrey: Yes. Okay, so all right, y'all do that. I'm so sorry guys. As I said, I wanted there's so much to cover. I want to just

Adam: no worries, man. This is… Sorry, I know we're like, Okay, well go about 15-20. And we're just like, okay, yeah, we don't work.

Bradley: We're going way over, there's no experience for all of us.

Adam: So anyway, yeah, that's right.

Jeffrey: Yeah, well, that's gonna say is for the language component versus definitely make sure that you're using schema questions and answers. Stacking works extremely well, it's going to allow you to surface from multiple results. And if you're laying in such a way that you know, you have to look at the top questions that are driving what's really the pain points in your market and you can actually use that to really create them back. So

I like to keep it simple. Obviously, things like relevant naming conventions for URLs, optimized titles, made as an Open Graph data, optimize your images, various types of media to surface and results. Continuity of internal linking, so the main thing about this is anchor text use, extremely important. Don't overdo it with, you know, exact match phrases. One thing I want to stress the most is that authority is transferable. You know you can use, let's just say use 20 pages to get ranked for a specific keyword, you can do three one redirects with those pages later to point somewhere or you can just drop a link from that paste to rank for. So if you've got, I like to use the ratio of one link for every hundred words. So if you've got 1000 words on the page, there's 10. Possible makes it you can use to push the right relevance to other places. So yeah, I just wish I could get through this so much faster, guys. It's just a lot to it. A lot to it. So we talked about that a little bit, providing sufficient link flow to important pages in segments. I had so many examples. But just like I said, I'm not sure I'm going to be able to jump over at all this stuff laid out to sort of just going through that.

Adam: Jeffrey, I'm going to put you on the spot a little bit. I apologize. But if you got the time today, tomorrow sometime Could you just do the rest of this and record it and we'll be happy all added up there? Just Yeah, we'll see. And people are so if you're watching this, check below, there'll be a video on the replay page. And we'll just put Jeffrey section down there.

Because I would like to go through this essentially unpackage why don't we do this? Let's have Jeffrey in and it'll have to be in the into the new year. Let's have him and do a special webinar. Public for this was going to be public. Anyway, let's have him in, do the webinar, do the full webinar because I love this shit. He's expanding what we do in a nutshell with deep keyword research and our SEO shield. He's expanding in every component of that. So they go hand in hand they go, what he's doing goes together with what we're doing. It's glove in hand. I want to have him back. I want this whole thing explained to our people so that they know what the fuck it is that we're talking about, man. It This is how we caught Google in the past. With these two latest updates, BERT and the neural matching. We got them before they even got to where they were going. We were there. And then with what he's teaching and what we're developing next-gen, we're going to catch them. The next time they do one of these massive updates three, four years down the line, we're going to be there and we're going to be there waiting. I need him to explain this to people so that they know. Marco is mathematical bullshit. No, we're not. He is a man.

Jeffrey: Like I said viciously without thousand keywords. I had one site get ranked for 500 keywords. Within two months of creating it had no background. So this is extremely powerful. So you're creating relevance loops. We've broken it down and basically I just got five modules of boot camp to talk about this stuff. So the market recons, keyword research, side of protection intelligence is determining what set of pictures. That's for you if you're cycling sub-domains to opticals you considering doing redirects you virtually being with internal links, then I get to the tactical content blueprint, talk a little bit about the some of the tools like that you can do content factoring for the bag of words model, then you get to the on-page stuff, which is like I said, it's extremely basic. But the point is, if you do it wrong, you're just wasting time essentially, yeah, you can power your way through. But if you go back and retrofit and look at some of your age content, things of that nature go back to it can literally leverage that by just adding you know, another 500-600 words it's optimized content once you know what the conversation is. So and then after that, you go into this is where the syndication networks and all the other stuff the stuff sorry, so you're back.

Marco: You're on the spot for the public webinar. Google.

Adam: Jordan Faller says he paid for a webinar so I know we will make it public.

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Bradley: We'll send Jordan a payment link.

Jeffrey: Little I got a little diffuser, I apologize. I came to the show. I should have done a little

Adam: Jeffrey to I wanted to say, I know that they know everyone watching. We sent out some emails they heard about SEO Ultimate Pro. I don't want to steal your thunder. Is there anything going on with that right now?

Jeffrey: Yeah, we did the soft launch just on Black Friday. So for anybody that wants to go over there, SEOultimatepro.com and grab the new version of that new update will be pushing on January 2, but definitely go ahead, get over there now and grab it. So we're going to have what we call semantic tags. It's extremely powerful folks. And that definitely is going to need some explanation to sort of unpack how you can leverage the hell out of that thing, especially with drive stacks and everything else. But if you go to seoultimatepro.com we're going to add a couple more licenses if you just use the coupon code HDHO so Hump Day Hangouts. So HDHO will get you that you know that will tag it all through a couple of extra licenses.

Adam: Awesome. Awesome. All right, Jeffrey, thank you so much. Sorry about the time crunch.

Jeffrey: No problem, no problem.

Adam: It's actually worked out good. So good response to on the page.  So I'll get with you and we'll put this together. We'll do a webinar in January.

Jeffrey: Okay, I need to see I think I got locked out. So I might have to just a couple of myself here. Okay, log back on.

Adam: Alright, well next up Hernan and I see him dancing in the background. He's getting pumped up. So for now, yeah, you know what I can do you a good introduction right now because you're just pumped. So I'm just gonna let you roll with it, man. Let's go.

PPC For 2020 & Beyond

Hernan: Let's roll. Hi everybody. So really excited to be here. Yeah, I'm going to just keep my stuff really, really short and also for the sake of simplicity, because when we start talking about PPC, Bradley mentioned, this holistic approach to marketing and we're like, all about it for 2020 is going to be like, big on our on the stuff that we're offering to you guys. So I'm gonna make it super simple and easy for you. Let me share my screen. Alright, cool. So we're going to be talking about PPC for 2020 and beyond.

In 2020, if you're not using PPC strategies, which stands for pay per click, either Google, YouTube, Facebook, whatever that is, you're missing out. You're missing out not only on the speed of data that you can get from PPC strategies but also on all the SEO benefits that you get attached to the PPC campaign. So basically, it's super simple. I'm going to keep it real simple, brain dead simple for you guys. For PPC in 2020, I want you guys to make this like your mission, which is basically a two-part equation which is building an audience and sell to that audience. That's it. That's the secret to success. We've been doing it with Semantic Mastery Hump Day Hangout. We haven't charged a dime for it. And it's been our number one source of leads and sales and for pretty much all of our programs. And it's all the same -building an audience and then sell it to that audience. Your audience might be a business owner in your area, you might be other businesses you might be whatever it is. And this also applies to your client. So the job of your clients in 2020 is going to build an audience and sell to that audience. All right. So it's a two-part equation, write this down because it's as simple as it gets. And you can do this with SEO, it will take time, maybe you will achieve this goal by mid-2020. And when you guys to start with the right foot beginning of 2020, so you can start building an audience much faster. So here's a deal, branding, as a business owner, as an SEO consultant, or digital marketing consultant, and for your clients as well is not an option anymore. All right. Just because of the fact that your potential clients are getting hammered with cold calls, cold emails. They're getting hammered right with other people offering the same like digital marketing expertise have been commoditized. Like, let's be real.

There are people running Facebook ads that are dime and dozen. There are people doing SEO there, dime a dozen. How do you stand out while you do this through branding? Most people think about branding, they think about, you know, I need to spend a lot of money without anything in return. And that's not true. Branding is supposed to be fun and it's supposed to be cool. And the reason why is because you're helping all of these people in the meantime, right? You're out there with your content, you're helping all of these people in the meantime. So that's what's going on with branding basically. Okay. So and branding normally will position you as a badass motherfucker in your industry. That basically means that you will get all of that. You will get the lion's share of the marketplace. If you decide to brand yourself and think about this, people will come to you and you can come on premium prices. What Bradley said the beginning if you're stressing out your leads, because you don't have enough leads and you need to drive more leads, but not any kind of lead. Leads that are pre-qualified and are ready to buy from you.

So Marco actually shared this a couple of hours ago in our Slack channel. And I think it's really, really interesting. So I grabbed the link from that presentation. And I decided to put it in here. And this is like, by the way, 2019 research review if you search for a thing with Google, this is pretty amazing. I was like dorking out on data and whatnot. But as you can see, consumer journeys are becoming increasingly complex. That means that people will click on an ad, if they want to become let's say that you're pushing your or you're hunting for new clients for your agency, right? A business owner will do the research like they will find you through an ad. They will click on that ad, they will check you out. Maybe they will not contact you. They will go out they will see an ad on I don't know. Let's say that they click on Facebook. They will see it on Google and then they will see a video on YouTube. Maybe they go in, and they sign up for your stuff, but they don't apply, you know, for a call with you, and then they start getting emails, so maybe we'll take them like 13, 14, 15, 20, 25 touching points before they transact with you. And this is true in the business to business space, which is where we play, but it's also true in the business to consumer play, right? People are searching for tree services like they're on their mobile phone searching while they're talking to the contractor. Right? And they're searching for this and that's how it's becoming increasingly complex. That's what branding does a lot of the heavy lifting for us.

Now, here's the deal. Over the past, I would say over the past month or so, what happened is that I got five new clients out of nowhere. Out of nowhere is it's something that it will be like internet marketing money, and it's not true. The reality is that I've been building my own personal brand for the past three years, right? And all I did was to say, Hey guys, I'm available to take a couple of new clients and go find new clients for the past five over the past month. And that is something that you could do when you're applying these front end techniques. And I'm about to share with you. I'm gonna keep it again super simple and fast. The best way to go out there right now are we are swimming in our own Kool-Aid because we have the launch of 2X Your Agency coming up. We are doing this for our own stuff. Okay, so understand that this works like gangbusters Eagle method. In a nutshell, I shared this info in POFU Live. I think about POFU Live 2018. I kind of reiterated this POFU Live 2019 because it's so important. And the eagle method is basically as you can see, those are iPhone videos. Those videos recorded with the phone, three to five minutes long or three to a minute long. You are addressing the specific pain points of your audience, you put those on Facebook, you put those on YouTube and you run them as engagement or video views to the specific audience that you want to achieve. And the reason why is because these videos out there, while they're out there, create a lot of awareness about who you are. And note this on the videos okay? As you can see we have two 2xyouragency.com in every video and the reason why is because we have captions, we have embedding captions, so that you know, people can watch them while they're muted, which is most of the time they're muted. And this on Facebook, and they can watch the video. And while they're seeing the video of us going back up, they go by and they had the two weeks your agency domain there all the time. So we're building a lot of brand equity. So at the end of the day on towards your agency, we could have like a right now there's a sign up for a waiting list, but we could have like a survey or we could have like a webinar it doesn't really matter. Right and then to have your agency is really easy to remember domain. If I keep on saying that as a lot, a lot of times during this presentation, you will remember the domain. OK, so again, three to five-minute videos on Facebook and on YouTube. And you run those videos to the people that you want to target. For instance, on YouTube, you can do a name market campaign in your area for people, you could use an in-market audience for marketing, marketing services, right, and advertising services. So that means that those people are interested in hiring somebody to do marketing for them. On Facebook, what you could do is to target your area and let's say chambers of commerce, right, or if you're targeting chiropractors, schools of chiropractic, you know, so this is like the best way to build an audience really, really fast. We get a lot of traffic to that and we're not spending a lot of money yet. Okay, you will start seeing your agency a lot more. But just so you know, we're drinking our own Kool-Aid. These are videos that are live right now.

If you go to the fame Facebook ads library, if you Google Facebook Ads library and you go into the gallery and you search for Semantic Mastery, you will see that these pages are live right now. Okay, so have that in mind. So that is how you build an audience. Now, think about this, once you have the audience, you can sell to those people a lot of additional stuff. Like for instance, I mentioned this info in POFU Live 2019. Porsche, the car manufacturer is now building luxury towers. Bentley, another luxury car manufacturer is building luxury furniture, right? So all of these additional verticals are based on the fact that they have a well-recognized brand. I was talking to one of my consulting clients earlier today. And she has, I think she has like 1000 or something like that, or 1200 people like give her money every month, and she's focused on the front end, which is how do I acquire more customers which is something that you should be thinking of. But then my suggestion to her was okay, my concern is that you don't have anything else to sell to them. So she was so focused on the front end, like getting clients, acquiring clients that she was neglecting the back end, which is where the true money is made. So we started thinking about these additional products that she could sell shoes. There was something about this additional stuff. So that is really important. That's one of the things that we're going to be talking about 2xyouragency, how you get more clients, but not only that, how you increase the lifetime value of a client that you already have by selling them more services, which is as important.

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Number two is selling to that audience. A lot of people are afraid to promote their products and services but think about this for a minute. If your service if your marketing services are going to make your clients' business better or it's oing to positively impact their bottom line, then you're doing a disservice by not selling to them, right. You cannot allow your headtrash  to get in the way of your business by not selling to them. And now think about this for a minute. Also, with this positioning that we're talking about, it's hard not to sell. Okay, I build this tremendous architecture, which is not tremendous, but I built this marketing architecture and all of that branding and all that goodwill because I suck at talking on the phone. You know, closing on the phone, I suck at it. I get anxious. I get nervous. I don't want to talk to people on the phone. So by the time they come to me, it's like, dude, I want you to run my ads like this. Hey, dude, I want you to run my ads. And I'm like, okay, it's like three grand a month before grandma. Okay, cool. I'm in the boom. And that's my entire sales process. I swear to God, but that's because of all the branding and all of the goodwill you know, and one of these guys is it was 2800 or 3k is fine. It was like he wants to pay me more than he's current agency. Right?

And then another guy, Abby. He was a client of mine last year. And he was like, Hey, can we work together? Again, I keep on seeing you. And then hey, do you want to, you know, that type stuff. So this works. And these are like actual conversations that I had like this month, December 9, 2019, right, like 10 days ago. So this stuff works. Again, we're going to be talking a lot more about that in 2xyouragency. So I want you guys to do two things right now open a new tab because we're not done yet. So open a new tab and go to semantic mastery. com/branding. That is the branding course that Bradley put together that will show you how to implement this and YouTube and the Google Display Network. How to become a badass about this motherfucker when it comes to branding, and then be prepared for the launch of 2xyouragency. If you go to 2xyouragency.com, you are you There's nothing to buy. They're not yet okay, we're going to be launching it but there's nothing to buy there. You can just sign up for the waiting list and let us know what you want to learn about. So that's it for me. Thank you, guys.

Adam: That's awesome thanks, Hernan, for that super good stuff as always. I just want to say too if you buy the holiday bundle, you can get the branding course so you can do it Hernan said if you just want to grab that you can grab that go over to two extra agency get opted in you definitely get a chance for early access to that. And then the meantime, don't forget to check out semanticmastery.com/christmas and MGYB.co/christmas. I was talking to rob in the background, he is going to get the mind map set up on a post and we'll link to that will make sure everyone can get that I'm talking to Jeffrey as well. We're going to schedule that webinar in January, man. We got a lot of stuff just coming out of this. So we don't have we went even over what I thought we would do. So we don't have time to answer questions. Bradley, what do you think people should do? Yeah, since we're way over like, I even had to move some stuff around to still be here.

The quiet any questions that didn't get answered guys, if you want just post them in the free Facebook group and we'll have to, you know, jump in there if I gotta record a video response and post it in the thread, that's fine. Plus, you know, Marco and everybody else will probably come in as needed. So if we didn't get your questions this week, sorry, just post them in the free Facebook group and we'll get to them. They're outstanding. And I want to say two real quick, you know, anyone of these areas is important. You know, at Bradley, I think what you touched on and not touched on but what you talked about holistic marketing is really good exposing people to these ideas of these different touchpoints. So the traditional Rob, diving into the SEO shield, and all of the points and all the details involved with that and how you won't have to worry, you know about updates. Jeffrey with his on-page and what we're going to talk to him about in January, Hernan with marketing, PPC branding and how important this stuff is. Anyone of these things is really important, but it's bringing all of this stuff together.

You know that really makes things start moving faster and that's a big part of what our mastermind is about and we do want people who think and know that this stuff is important and we want them in the mastermind If that's you, you've got an agency you have some clients and you want to pull this stuff together you want help doing it you want to be around people who are doing the same thing. Head over to mastermind dot Semantic Mastery calm see if it makes sense for you and then doesn't forget to donate if you guys go to semantic mastery comm slash Christmas or MGYB.co/christmas. You can find out more about the donation process. And remember any value you know any amount we're you know, we're just thankful for you any donations and you'll see on the page, there's a big button there. You can't miss it about what you get when you donate. It's not just a discount, you get a lot more than that. So, one last thing before you finish as far as a as far as the donations, what I'm talking about what Rob is there with me on every webinar

It goes in-depth into all of these things that we've been talking about today. We're talking about entities, co-occurrence co-citations, why they all go together? Why you have to put everything together? Why all of this works. I mean, Jeffrey's presentation was so spot-on, about going in-depth about the homepage aspects, as you know, where we go is the off-page, so that if you take care of the homepage, the way that Jeffrey is telling you, and you do the off-page with your SEO shield the way that we're telling you, it becomes an unstoppable ranking machine. This we don't care about Google anymore. We don't care about the competition anymore. It's and Brandi kind of liked it when I call it wireless SEO. You do your SEO and you don't worry about shit. Fuck Google updates, fuck Bert. Neural language has all of it because it's all taken care of

And it's all just for a donation to the charity. So it's all available. That's awesome. Well, I'm going to lead the exit and then I'll pass it over to Bradley will go down the line everyone can sign off. But just wanted to say as a reminder, this is the last time to hang out of not only the year but the decade and we'll be back January 2, 2020. It's gonna be on a Thursday, I figured that most of us are going to be you know, having fun on the first priority with families. It's a holiday, you will be too so we're going to have followed up on January 2 will be the next Hump Day Hangout. So have a great Christmas. Have a happy and safe New Year and looking forward to seeing everybody so badly. Yeah, and just for the record, this is only the next week will be only the second time in over five years. Five years. Yeah. over five years. Now that was it four years. When did we start? Yeah, let's call it five. Okay, well, next week will only be the second time in five years that we had a scheduled week off from Hump Day Hangout, so that's fucking consistency baby.

So anyway, Merry Christmas to everybody or Happy Holidays if you don't celebrate Christmas, whatever you celebrate. Have a good one. Have a happy new year as well be safe. We appreciate you guys as always, and we love doing this and we're looking forward to seeing you next year.

Everybody, SEO shield I'll have the link on the page for the mind map and the next 10 minutes.

Bye, everyone. Yeah, see you guys

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How Do You Combine Two Brands In An Existing Affiliate Site?

By April

In episode 131 of our weekly Hump Day Hangouts, one participant asked how to optimize and combine two brands in an existing affiliate site.

The exact question was:

I have an affiliate website promoting several companies. An important page promoting the top company ranks very well. But that established company has now partnered with a worldwide known Brand (which itself has not previously had any of its own products in this niche).

Similar example would be if Gary Fisher Mountain Bike Company partnered with Nike and still makes and markets the bikes but the Nike Brand name will be on all the bikes. The company website is still Gary Fisher with its same Gary Fisher models, but the Nike Brand name is now on the bikes and website pages.

I need to have both company names on the same page. Web Searches will continue using the original company name for at least several years but there are now new searches in this niche for the Huge Brand name.

My current page URL slug contains only the name of the original company. Would you create a new page using a slug with both company names and redirect the old page to that new page? Just change the H1, H2 and some of the text to add in the 2nd Brand name on the current page?

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