No one is going to deny that SEO is one of the most powerful forms of marketing in the planet. Showing up right when and where your prospects are asking questions about your product or service is not only a way to reach new customers; it is also a way to demonstrate your expertise and generate trust in the minds of your prospects at the exact time when they are evaluating a purchase decision.
SEO is so powerful that it can double or triple your business’ revenue.
No arguments there.
It is ALSO true that the SEO industry is in a state of crisis and SEO consultants’ credibility is at an all time’s low.
Big promises. Flashy sales presentations. Mediocre Results. Lots of money spent. Locked into contracts. Reports that mean little. Excuses. Explanations that “SEO takes time”.
You know what I mean.
But I’m not here to tell you how difficult it is out there because you already know that.
The reason for this article is to show you how you can bypass the mountain of problems associated with SEO for your business, and get straight to where the results are.
Skip the problems. Get straight to the results. Sounds good? Keep on reading.
Because on this article I will share with you the 3 Fundamental Truths Your SEO Consultant Won’t Tell You.
And once you have this knowledge you will be able to get your business to the top of Google in a matter of days, without waiting weeks (or months!) or getting locked into expensive SEO contracts or dealing with unnecessary agency complexity.
Why the SEO industry is in the state that it is… is beyond the scope of this article.
I have my own hypothesis which I may share with you in the future.
For now let’s stay focused on the task at hand: how to skip the problems and get top rankings (in days) for your business.
Fundamental Truth #1 – The Obsession For High Competition Keywords That Will Stall Your Progress Indefinitely
The diagram below describes the way your prospects are using Google every day.
Different prospects in your market are at different stages in their decision making process.
Some of them are only researching and not planning to buy anything yet. Some of them might be thinking about buying but they are not sure what is the right product or service for them. Some of them are ready to buy and they are deciding who to buy from.
Each one of them will come to Google with a question in their minds:
“How do I …”
“Where do I…”
“What’ the best way to…”
You get the idea.
Think about it for a moment.
In fact, take a moment to go look at Google.com right now.
What is there to do?
Short answer: not much. Unless I bring a question to Google, it doesn’t really serve any purpose. Nothing to browse, no updates of what my friends are doing.
Everything I do in Google begins with the question I am trying to answer or the problem I am trying to fix.
What you need to do as a smart business owner is understand what questions your prospects are asking in Google and provide answers for them.
This is the right time to STOP… breathe in… breathe out… and read the sentence above again.
I recommend you do it at least 10 times. Maybe even write it down in your own handwriting, and read it every day.
Because when you internalise this concept you’ll stop competing head-on with 99% of the other business owners in your market who hired expensive SEO agencies to rank in Google.
You can let them fight it off and you can let their SEO consultants take their money.
(Kind of like lawyers taking money from divorcing couples…)
What the smart business owner will do, instead, is focus on the overlooked, unsaturated space where 80% of the search activity is taking place.
Let me be more explicit… I want to make sure I am getting my point across here…
99% of business owners think they need to rank for their main term + location.
Chiropractor North Shore
They will focus all their energy into ranking for these main terms.
But because 99% of competing businesses ALSO want to rank for them, it’s a losing game.
Only 3 competing businesses will ever make it to the Top 3 at any given time (doh…)
Everyone else will get almost no benefit for all the hard work and investment they put into their SEO.
Sounds like a good strategy? Definitely not.
So what should the smart business owner do instead? Focus on the overlooked, unsaturated, underserved search market where most of your prospects are ACTUALLY spending their time and making up their minds about what they are going to buy and who they are going to buy it from.
Publish content that answers their questions, builds your credibility and trust, and paves the way for your prospects to successfully answer their questions and solve their problems.
Think about it. Once their question is answered by you. Who do you think they are going to trust when they are ready to buy?
Fundamental Truth #1 Two-Sentence Summary: Don’t engage in a fierce competition for the high competition keywords in your market. Instead publish content that delivers answers and solutions that your prospects are trying to resolve in Google.
Fundamental Truth #2 – Your Website Is Not Strong Enough To Take All The Load
There’s 8 figure companies running websites with talented writers and content experts publishing content day in and day out.
Slowly but surely they are taking over every conceivable corner of the internet with their fantastic content written by professional writers with SEO training.
There’s no need to panic though. As a local business, you DO have an edge when it comes to ranking for local keywords in your market.
For example, while Zillow might be one of the most powerful websites in the planet, a local Real Estate Agent from Ponsonby does have an advantage in the algorithm when it comes to deciding what’s the most relevant website for people in Ponsonby searching for a Real Estate Agent.
The same is true for any type of business and any industry.
But even then…
There are local websites that are far more powerful than your business website. Local media articles, industry specific websites and directories and not to mention your competitors that have invested in SEO longer than you have.
They have an edge on you, and no matter how hard you play catch-up, they will always keep the edge as long as they remain vigilant.
Hence the headline for this fundamental truth: your website is not strong enough. You need to publish strategic content in other websites too.
Let me rephrase that: you need to publish strategic content in MANY other websites too.
Hundreds of them.
And not just any website. They need to be authoritative websites (authoritative in the eyes of Google’s algorithm).
So when you publish your content in them, they rank in Google almost immediately. Sometimes in hours. Sometimes in days.
Enter the world of Content Marketing Amplification.
Fundamental Truth #2 Two-Sentence Summary: The content that you publish in your website has slim chances of ranking because there are far more authoritative websites in your market. Instead of waiting months and investing multiple 5 figures growing your website’s authority, publish your content across hundreds of highly authoritative websites that rank almost instantly.
Fundamental Truth #3 – A Few Rankings Is Not Enough, You Need Omnipresence
Ranking for a few keywords is nice.
In fact, if you’ve dealt with an SEO agency in the past you know how they will brag about it and make it look like your investment is paid many times over because your website is ranking for such and such keyword.
And yet… this ranking is not really moving the needle in your business.
You are not getting flooded with new calls or leads.
This is a frustrating situation because you don’t have much to complain about to your SEO consultant. After all, they delivered the rankings they promised.
However… what do you care about rankings if you are not increasing your sales and revenue?
What’s going on here? Are people not using Google anymore? How come you are not getting more business if you are ranking for such and such keyword?
The reality is, like in most cases, complicated. So let’s break it down.
People ARE using Google to find local businesses, services and products.
Increasing your visibility in Google WILL result in more prospects interacting with your content.
As a result you WILL generate more leads and sales from your website.
But… here’s the thing…
A few isolated rankings won’t do the job.
You need to consistently show up when your prospects ask a question. In their minds, you need to be omnipresent.
Every time they ask a question they should see your brand.
When this happens often and consistently you have entered the ranks of digital omnipresence. Congratulations. It’s a good spot to be in.
Let’s play a quick game for a second.
Most famous reality TV celebrity family in the world…
Did the name “Kardashian” pop in your brain?
Ok let’s go again…
Biggest search engine in the western world…
Our brains associate “Kardashian” with “reality TV celebrity”, and “Google” with “search engine” because they are omnipresent in the world we live in.
This type of omnipresence is what you want to replicate in a smaller (obviously MUCH smaller) scale with your business and your prospects.
As a local real estate agent you want your prospects to think of you when they think of real estate.
As a business consultant you want entrepreneurs in your market to think of you when they think about launching or growing their business.
As a wedding planner you want soon to be brides to think of you when they have to plan their wedding.
There has never been a better time with the digital tools that are available to us, to build this type of omnipresence in a small scale to dominate your corner of the market and to become the #1 leader in your area.
Especially when 99% of your competition is still stuck in “Mainstream SEO Doom” and ignoring these 3 fundamental truths.
Fundamental Truth #3 Two-Sentence Summary: A few top rankings won’t move the needle for your business. When you achieve digital omnipresence your prospects are going to recognise your brand and as you acquire “niche celebrity” status your closing rates will increase because prospects know who you are before they contact you.
We are living in exciting times. The post-Covid economy won’t be forgiving to those who don’t adapt. The opportunity is available for those who are ready to embrace change and become the new leaders of the coming digital economy.
If your local business, professional or coaching practice is slowly starting to run dry on leads and customers, it is an early warning sign that you should set the right foundations to achieve digital dominance.
If you are getting stuck with high maintenance clients that take too much of your time, it is a symptom that you don’t enjoy digital omnipresence. If you did, you would have the freedom to choose your dream clients.
If you don’t feel confident about raising your prices and you feel like you are a glorified contractor running laps around your clients’ demands, it’s a symptom that you don’t enjoy digital omnipresence. If you did, you would be able to raise your prices and weed out the clients who don’t see the real value that you provide.
Now… I want to end this article by asking YOU a question:
Are you willing to take your business to the next level, build your digital omnipresence and be considered an authority in your market?
Because If you do, and you are serious about it, you should fill out the application below.
(Scroll down a bit, you’ll find it at the bottom of this page.)
You’ll be asked a few questions about your goals with your business and your specific situation.
After you submit your application I will go over the information and if I believe that we might be a good fit to grow your business together I will invite you to schedule a Zoom session at a later date.
Regardless, I sincerely hope that this article opened your eyes to a different way of understanding your digital strategy and to avoid following the crowd and doing what everyone else is doing. Because if you do, you’ll burn your budget competing head-on with everyone else who is doing the same thing.
And like Peter Thiel rightly said: Competition is for losers.*
To your success,
* Peter Thiel is one of the founders of… you know… Paypal. You might have heard about it? 🙂 He is also a billionaire and a serial digital entrepreneur. I guess you could say he knows a thing or two about running a business and the digital economy.
Well.. the point that he makes, is that when two or more businesses are in competition with each other because they offer the same services, sooner or later they engage in a race to lower their pricing or cost of services.
It comes a point where lowering the costs means diminishing the quality of the service in some way. This is the beginning of an unhealthy spiral.
The end result?
Struggling businesses lower prices and destroy value.
Unhappy customers get poor results, wasted money and their problem is still not solved.