This video breaks down the step-by-step processes that CEOs have used in order to win — which is why this MyOutDesk podcast exists, for helping you grow and scale your business!
Applying his expertise to the general audience, Matthew takes this important topic of building an SEO foundation to help scale your business. And, he’s breaking it down step-by-step — giving you a realistic time frame, tools, everything you need to do to lay out a sound SEO foundation.
Daniel Ramsey, CEO & Founder of MyOutDesk CEO, calls Matthew Laurin ‘the mad scientist of SEO,’ or search engine optimization!
Matthew Laurin, President of Esq. marketing, has been working with SEO and the Marketing vertical for over 10 years now. His SEO firm serves attorneys and law firms, driving up their digital marketing strategy to attract more clientele. Their parent organization is Rankings.io.
Three FOCUSED components to ramp up marketing:
- Web design
To use content, Google, and blog posts for basically driving revenue through an SEO strategy, which for a lot of us, is a black box. So we’re really excited for this episode, tune in!
- Step One: Figure out if your people are ‘buying’ online (SEO Planning)
- Step Two: Figure out what your keywords and then it sounds like (Searcher Intent)
- Step Three: Get a tool to start measuring your existing website and know your competitors’ websites (Structure & Tools)
SEO is like one of those black boxes, nobody really understands it, or not a lot of business owners do so.
SEO: Where do I start?
Here’s a scenario: I’m generating a million dollars in revenue. I’ve tapped out my existing referral sources database. And, I realized there’s this whole universe of SEO so I want to start competing online. What’s step one to kind of drive to that success?
Before you begin laying out a plan for your SEO, consider this.
SEO is probably a little bit different than what you would think. Some people might say it’s keyword research, finding out what keywords people are searching for, for figuring out your content. Those are all really important initial steps, BUT the very first thing is just to realize if SEO is for you or not and it isn’t for everybody.
Part of the thing that happens when people don’t understand SEO and they think they need it, but they don’t really know that.
So, your audience may not be on Google searching for you. And that’s true for a lot of industries, a lot of B2B industries. Like for example, there is an attorney who deals with real estate law in New York City for huge corporations, and they are not on Google, because their clientele comes from word-of-mouth.
The same goes for other large-scale businesses that are dealing with other businesses like if you’re a steel company and you’re selling to an auto manufacturer.
You know, I mean, yeah, I mean, there may be some things to help make it, so you look halfway presentable in search, but an ongoing SEO campaign is probably not the best place to spend your money.
Step 1: Building an SEO plan for your business
“So step one is: figure out if your audience purchases through search engine”
The first step is figuring out what fits you. If you’re a B2C, there’s a good chance that SEO is going to be helpful because consumers go to search constantly.
More than 70% of people go to a search engine to find what they’re looking for online. And so if you’re a B2C business, there’s a good chance that SEO is something you need to be strongly considering.
If you’re a B2B, you’ll need to study your audience and figure out how your audience is finding you. Is it on search? Is it on social? Is it through a referral network?
Step 2: Guide to SEO keyword research
“Step 2: Research your keywords. Make sure there’s volume.”
Part of keyword research is figuring out if there’s search volume for keyword phrases. An important type of focus is called searcher intent, where you have to figure out what keyword phrases people are using to find your product or service and whether those phrases have search intent.
“We’re in the legal vertical. Ranking for the term ‘lawyer is probably not going to get you the kind of leads you want but ranking for the term ‘car accident lawyer if you’re a PI (personal injury) attorney is probably going to get you more relevant traffic. If you’re in the Houston area ranking for car accident lawyer Houston. It’s probably going to get you to know the exact type of cases that you want.”
Free tools to research ‘Searcher Intent’ for SEO planning
In finding, you know if your audience is searching for you really just go into like a free tool like Google Trends, Google AdWords, or Google Ads will have a free keyword research tool to see if there’s search volume for whatever keyword phrases you think that people might be using to find you.
If you’re interested in gaining prominence in search engines, and there isn’t a lot of search volume for your particular service or product, focusing on your brand name is a good use of time because people will see you on social media SEO, on TV, on radio, or any other channel, and then they’ll go to search and look for you. You will definitely want to show up for your brand name, especially if you have something in common with someone else who is out-ranking you for your brand name.
Step 3: Structure & Tools for Search Engine Optimization
“There’s a lot of different things that impact where your site ranks in search. A lot of it has to do with how your site is built and a lot of it has to do with the links pointing at your website.”
After you find that there are keyword phrases you can use based on searcher intent, the next step is to make sure that your website is structured in a way that that will help it rank well in search.
How? You can do that with Google. It has a lot of free tools, such as Google Search Console. There are even some free, yet limited, versions of specialized software for you. Tools like SEO Moz or Moses SEO have a free version. Paid software like SEMrush is another good one that you can use to learn about some of the common things to look for. Their reports can tell you the things that are related to your site that you have control over and that you need to change. A lot of it has to do with content organization and making sure that each page is targeting a specific keyword phrase & making sure that you have robust content for that particular topic.
Tip: Google the keyword phrase you want to rank on and see what the top-ranking pages are there. Look at their content, and then try to make your content better than those pages.
“Because what I’d spent probably the first seven, eight years of my career. We didn’t have an effective website content structure in place, so we didn’t know which one was winning for us in terms of generating traffic.”
What is Link Building for SEO?
How much SEO content do I have to put out, and then, what’s the time frame for waiting to start seeing good results realistically?
The answer to this question is that there are two parts. You have to have the content, but then you also have to promote it. The way to promote SEO is Link Building.
When you build links and produce the best content better than your competitors, you’ll have a shot to rank. That’s ranking on the first page, but you also have to consistently build links to that content and to your site and then links internally to that content and to other important pages on your site in order to get it to rank.
If you have a consistent link-building strategy and you’re also developing really good content, then results from zero to getting a decent amount of traffic could be anywhere from five months to eight months with a consistent link-building strategy and then continuously improving that content.
Now with coronavirus, you can’t go into offices and there’s no retail. If you don’t have a digital strategy around content and SEO, you’re basically going to plateau and or decline over the next three to five years.
This is over 30 minutes of knowledge on building a real SEO operation for your business. Tune in!
ENVISIONING OF A NEW REALITY FOR YOUR BUSINESS
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See what we are about, and schedule a free consultation with us. We’ll take the time to learn more about your business and offer solutions to foster top talent and lower operational costs for your company.
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Did You Know? MyOutDesk’s origin story is set during the last global financial crisis of 2008. Yes, that’s right — our business started by scaling businesses with virtual assistants during a recession! Pioneers of virtual assistant services, our first client in 2008 went from five to seventeen VAs with a completely revamped organizational model in short order, and he told MyOutDesk, “Our virtual professionals have shaved $250,000 off our monthly overhead.”
Marketing Virtual Assistants
There are many things a virtual marketing virtual assistant can do for you to supercharge your company’s scalability. Focus your talented marketing professionals on the above sales tools and also on ideal client targets. If you know who buys from you and why your marketing virtual professional can really help drive your message out to the marketplace.
- Online marketing, listings & social media
- Webinars & speaking events
- Marketing automation
- Brand work
- Design coordination
- Collateral development
- Repurposing content
- Audio, video & multimedia
- PR & paid advertising
- Keyword research
Marketing Virtual Assistants
Claim a free business strategy consultation & ‘Grow Virtual’ Guide
Marketing Virtual Assistants for Your SEO: Link
Explained: What is a virtual assistant? Link