In part one of this complete guide to SEO Secrets, I showed you marketing tactics that only the top 10% of marketers know and utilize.
If you haven’t read part one yet, go read it now, then come back here to continue reading part two.
For those of you who have read part one, as you know, it’s very important to figure out how to create content that attracts your target audience to engage with your brand in an organic way.
Search engines and searchers should be able to easily decipher if your content is highly relevant, conveys authority, and provides an optimal user experience based on a searchers intent.
But how do we create content that our users will engage with, find relevant, and interpret us as an authority on?
As discussed in part one, we start with the top-down approach.
What Is The Top Down Approach?
To implement the top down approach, we begin by identifying our most expensive products or services.
We then figure out what content, products, or services we’d be willing to give away for free.
What we give away should match a story that our target audience lives on a day to day basis while simultaneously offering them a better alternative rout as a solution to a story they are currently living.
Let’s Start With Text Based Content
Ok, so it doesn’t matter what industry you’re in or what search algorithm you’re trying to do well on, all search engines love words.
If you’re trying to get traffic from the the most widely used search engine on the web, (Google), then you’re certainly going to need to incorporate text based content into your marketing strategy.
By starting with text-based content, you get to create a general outline for any search engine you’ll want to repurpose and optimize your content on next.
If you really want to be mega successful with your approach to SEO and marketing, you’ll want to repurpose the content you’re producing to be able to get as much traction on multiple search engines as possible.
If you remember, this is also how you create the snowball effect.
Incase you don’t remember the snowball effect, you need to have multiple assets to cross promote within your content. By having these separate assets that your visitors can opt into, you begin to start controlling your traffic, thus limiting your one major liability, only having one source of traffic.
What About Video or Audio Based Content?
About a year ago, I created a gaming website.
I planned to take text based content then repurpose that text into YouTube video walkthroughs.
Within just a few weeks, the website and YouTube videos that I produced began bringing in thousands of views every week.
I was also able to use this same strategy in the adult niche and generated over 100,000 organic views in just a week.
But, what made my approach unique?
For my targeting strategy, I was able to identify a market that was undersaturated on one of the many possible search engines that I could have chosen from. In this scenario the undersaturated search engine wound up being Google.
As a Marketer, You Need To Hypothesize
My theory that led to discovering this vulnerability was that everyone was making YouTube tutorials for games but not a whole lot of those same people knew how to create a website and rank their tutorials on Google.
How Do You Find Vulnerabilities?
In part one of this series, I shared with you how I discovered the undersaturation of SEO related content on YouTube.
I found that there were virtually no SEO based live streams of people recording their screens that you could interact with and ask questions while they worked.
Note: I’m still not seeing a whole lot of brands doing SEO live streams with screen sharing so if you want to get into that you’d probably do very well.
Back to the gaming website.
Just like the vulnerability I found on YouTube for SEO content, I found that when I searched Google for gaming advice for different games, there were only a few sites showing up.
Note: I didn’t start my research with any fancy keyword tool or some 23 step bullshit keyword research strategy.
I’ve said it before and I’ll say it again, your topic targeting or, “keyword research”, should revolve around you using your understanding of your market to find out what all of your competitors are currently promoting and where they’re promoting their content at.
Ideally, all you have to do is the opposite of what most of your competitors are doing, and by standing out from the herd, people will follow you because you are unique, then you reverse build that audience into engaging with you on the platform everyone is competing on.
Yes, local too. Especially local.
If you’re working with a local brand and you’re trying to get them to rank, but more importantly you want to start bringing them in new qualified leads, then this strategy works extremely well.
It’s the strategy I used to outrank everyone in my town for keywords like, “Web Design, SEO, Computer Repair, iPhone Repair,” and more.
I also used this strategy to generate over 270 five star reviews to my local Google my business page.
With that being said, most city’s you’re going to compete in will contain under 100 businesses within your niche if not substantially far less.
The Biggest Vulnerability That Local Companies Don’t Take Advantage Of
Almost all local companies are vulnerable to our marketing strategies for the reason that they are all competing locally, but not nationally.
This means that they aren’t building out national authority which they could reverse build into their local authority.
We can easily build a national audience of thousands of people from national targeting and then funnel that traffic into our free opt ins.
From there you have your controlled audience leave you a review on your local business based on how you helped them with your content. You can also have them engage with your new content, build links, the possibilities are endless, as long as you can control your traffic.
Streamline, Repeat, And Destroy
In order to do anything well in life, we need to be able to scale and streamline what we’re doing.
For the purpose of creating engaging content, we need to find out what works best in the niche that we choose.
I generally say that you should pick two main search engines.
The first search engine you choose should be the one with the least amount of saturation, for my SEO content, this was YouTube.
The next platform should be where most of the money is made, so in my case, I chose Facebook groups, (join mine here).
To determine my streamline and scalability, I use the top down approach as discussed in part 1 of this guide.
Again, I identify my highest ticket item, which is my SEO Certification for $2997.
Below that, I sell hour long coaching calls for $49 (get one now it will change your life).
On the third step down, I offer free opt ins, lately I have been testing Snapchat, but ideally I would have people opt into subscribing to my YouTube channel or join my Facebook group.
PS: if you add me on Snapchat now and I’ll answer any one question for you. Username is: chaserer
On the fourth step down, I offer free content that will foreshadow what people are going to get by opting into the next level up in my funnel.
I start by writing out complete guides that start as blog posts, then I hire a VA to repurpose my written content into a presentation that I use to put videos out on YouTube.
That’s pretty much it, I will continue testing this theory for the next month or two and just like any marketing strategy, if the content I’m producing doesn’t lead to bringing in rankings on Google and Youtube while simultaneously generating traffic and engagement, opt ins, and pushing my audience through my sales funnel, then I need to recalculate my theory and adjust my strategy.
Quality Over Quantity
Back in the day, quantity over quality won the game.
If you released one blog or one video a day, your brand would essentially be guaranteed to generate an audience over the next year as long as you stayed consistent.
Now, you look at most brands that release a blog or a video a day and virtually nobody cares.
So what changed?
Virtually anything and everything you’d ever want to do know is now contained in your back pocket.
Or front pocket, I don’t know where you keep your phone at.
Most brands are generating mass content as a way to manipulate people and search engines to help get more of their products and services sold.
But, these days, most consumers can see through the bullshit.
That’s probably why they don’t click on articles that show you the top five ways to do “insert some average monthly search rate of 200+ keyword”.
Unless you’re doing what I discussed earlier; creating engaging, authoritative content, that’s also relevant to the searchers intent, provides optimal UX, and simultaneously exploits weaknesses in your niche, then you’re going to be left with a short term faith based marketing strategy that will probably be categorized as a failure within the next year.
Ok so, that’s it for content marketing concepts, in part three, I will be showing you the tools and tricks as well as my full process that I use to create and streamline content that ranks, sells, and generates authority.
Until next time, happy SEO’ing! 🙂