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.

 

Announcement

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.

This Stuff Works
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.

This Stuff Works
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.

This Stuff Works
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?

 

This Stuff Works
 

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.

This Stuff Works
 

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.

This Stuff Works
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.

This Stuff Works
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

This Stuff Works