In this guide I will be sharing with you SEO secrets that only the top 10% of marketers know, utilize, and most importantly, do not want you to know about.

I will also deep dive into teaching you marketing techniques that will continually generate you leads, rankings, and sales on a long term basis.

Note: I will not be showing you basic tactics like, how to use heading tags or the best ways to put keywords on a page, there are literally thousands of guides on the internet right now that already show you how to do that stuff. So, if you’re looking for general SEO advice then this won’t be the guide for you.

Here’s a brief list of what you’re about to learn:

1. If you don’t understand marketing you won’t be able to do or sell great SEO.
2. If you don’t understand your market you’re bound to fail.
3. If you don’t figure out what or how the most important products you have should be monetized then you’re going to fail in the long run.
4. Everything you do should be based around a scalable, step by step system.
5. Stay away from what everyone else is doing. Marketers are innovators and innovators look forward, not backward.
6. Understand the concept of building authority and generating the snowball effect.

1. If you don’t understand marketing you won’t be able to do or sell great SEO.

Alright, so here’s the deal.

SEO use to be super fucking easy.

You either ranked by having a ton of keyword-stuffed pages or links pointing to the pages you wanted to rank.

Or both.

So naturally, these days, almost all SEO’s are doing what worked in the past and are spending most of their time and budgets on buying and or building bulk links and bulk content for their sites.

Again, in this tutorial, I will be teaching you how to focus on crushing your competition with long term SEO and marketing strategies while still generating enough leads and revenue to keep your company staying afloat.

Note: your goal for the first 6-12 months of a marketing campaign should be to at least break even. 80% of growth in terms of revenue should be poured back into your sales funnels.

Winning With Your Marketing Short and Long Term

If you’re like most marketers and are only interested in short term wins, as in bringing in cash fast, then just follow what the mass herd of sheep are doing, replicate it, and hope for the best.

sheeple

However, In order to win long term, you’ll need to focus most of your time doing the opposite of what everyone else is doing.

Here’s how this philosophy applies to the current most overused SEO tactic, building bulk content:

If you take a second to look at the rate of how fast content is currently expanding on the internet, you’ll find that every year there is double to triple what was already on the web from the year prior.

Eventually, almost all content will start to look the same, because everyone and their mom will have invested in and optimized as much content as they can for (insert topic).

On top of that, brands will continue building thousands of links to their, “best guide for (target topic),” like they have been for the past several years while they cross their fingers, with the hope that Google will continue to rank them for their big money keywords.

So the question is when all content begins to look nearly identical, and links continue to become less and less relevant because they don’t actually really help a searcher, how will Google choose the best result for the user?

The answer is authority, relevancy, and engagement.

Marketing Concepts That You Need To Learn

Most “SEO’s” don’t and can’t foresee the long term marketing future of the companies that they are working for for one reason:

They know how to optimize a website but they don’t know how to market the brand they are optimizing.

Here’s the key, I don’t care if you sell viagra or if you sell rocks that you found off the side of the freeway, if you can’t figure out who’s going to buy your product and why they’re going to buy it then you’re going to fail at ANY type of marketing you do, whether it’s SEO, ads, social media, etc.

The Top-Down Approach

With that being said, in order to identify what you’re going to market, you’ll want to use the top-down approach.

With the top-down approach, you’ll need to identify what the most expensive items or services are that you sell and which of those items also provide the most value.

For example, my most expensive product is my SEO certification which I sell for $2997.

Since I’ve identified my most expensive product, I can make a guess at what I should offer as a low barrier to entry offer which should lead to my high ticket SEO Certification.

For my low barrier, I choose to offer a one-time hour-long SEO coaching call for $247.

Note: I lose money doing these calls because they aren’t worth my time unless I use them to upsell and convert people into my program.

So if my low barrier to entry doesn’t lose me a little bit of money and doesn’t end up converting a percentage of people into my high ticket item, I know I need to go back to the drawing board.

On the third step down, I create free offers to get the traffic I generate to opt into assets I control. This is important because most of the traffic you get will never return unless you create a free opt-in.

Some of my free opt-ins include SEO templates, Facebook groups, a discord channel, etc.

Note: by creating free opt-ins, you also begin to generate the snowball effect. We will discuss more on generating the snowball effect later on.

Lastly, on the fourth step down, I put out free content like this post, videos, email updates, etc. The purpose of your lowest barrier is to get as much engagement and traffic as possible. Unless you’re brand new to the niche you’re targeting, If you can’t generate engagement or traffic to the content you’re putting out in the first several weeks, you’re doing something wrong.

For each step of the top-down approach, I am constantly doing testing.

In other words, I A & B test what I’m offering and how much someone would need to pay to access products or services from my different barriers to entry.

Now I want you to notice how NONE of what I just shared has to do with SEO.

But it has EVERYTHING to do with the future of SEO and the long term growth of the company you’re working with.

Again, it doesn’t matter how much traffic you get, if you can’t figure out how to bring people from point A to point B, then the traffic you’re temporarily getting but not capturing or not selling to is a major liability.

It is for this reason that you should NEVER sell SEO for the purpose of bringing in higher rankings because rankings alone mean absolutely nothing if you don’t know what to do with them.

2. If you don’t understand your market you’re bound to fail.

Over the years I’ve been asked thousands of SEO questions and one the most common questions I hear and cringe at is, “how do I rank my client’s website in (target niche).”

Here’s the hard yet honest truth, if you don’t know how to rank a client in a certain niche, then you’ll likely also not know how to do any significant long term lead generation for any client in that niche whether you’re doing SEO, Social Media, ads, etc.

On top of that, you probably won’t know how to do marketing for your own brand and there’s a high chance that the client you’re asking about, you got from some sort of direct outreach or non-streamlined approach to lead generation.

Key: If you don’t capture your traffic and create an on and off switch that generates leads for yourself or your clients then you and your marketing strategies are basically FUCKED.

And no, I don’t mean to turn on ads and then hope people will buy your shit and that you break even off your promotion, I mean, create an audience that engages with your brand who will be able to fuel whatever you’re trying to promote when you need to make money, organically.

If you want to put ads on top of that, great, but you should have an understanding about how to get an audience to engage with your brand organically first.

This is the true art of implementing for the future of search engine optimization. It should be your priority to learn how search engines and real users connect, engage, and consume what your brand is providing.

If you don’t understand the concept of being able to create value and engagement with your audience then you should honestly just leave marketing now because the people who do utilize these principles, will quickly devour you and the brand you’re working with.

3. If you don’t figure out what or how the most important products you have should be monetized then you’re going to fail.

True monetization and marketing starts when you optimize your brand to be hyper-relevant for topics, rather than keywords.

Your responsibility as a marketer should be to niche your brand down to something unordinary, unique to what you offer, performs best, and makes you the most money from selling.

Remember, you don’t have to be groundbreaking with your approach to what you’re marketing. Instead, identify and supply what your market currently won’t.

marketing meme

The story you create about your brand and what it sells should somewhat exploit and expose the weaknesses that your target market currently provides to the masses.

Start By Selling Rocks

Let’s say you begin to pick up rocks off the side of the freeway and sell them to rock lovers around the globe.

You may be thinking this is a far fetched example but you could probably provide more value doing this then a lot of the bullshit I see being sold online these days.

Now that we have an idea, we’re going to implement the top-down approach into a marketing funnel for selling freeway rocks.

Top-Down Approach For Selling Freeway Rocks

We begin by identifying what the highest barrier to entry item is that we can sell.

rocks

Let’s say our angle is that we’re selling a bundle of “spirit rocks” for $500.

On our low barrier to entry, we may sell a single “spirit rock” for $50 (again we should lose money on our low barrier to entry with the hope of getting repeat and or high ticket customers).

For our free offer, we may give away a list of all of the different types of rocks people can use for different healing effects or some bullshit. The list would likely also include the rocks we’d sell with different price points.

And below that, we could release tutorials and guides that include the rocks we sell, explaining how they do different things and explain how they help us and our customers.

Now whether this would work or not, I have no fucking clue, but the point is that if your competitors aren’t testing their four-step funnel like the one I described, (which 90% of companies don’t), then there is probably a HUGE amount of untapped opportunity for you on search engines like Google, YouTube, etc.

The secret is that you want to double down on wherever the biggest vulnerability is first.

SUPER IMPORTANT

SEO is about optimizing for search engines (plural) not search engine (singular). The reason why the guide that you’re reading right now is going to get so much traffic, engagement, and generate sales is because I was able to identify and build an audience on YouTube when I first started a few years back and now I can use that authority and audience I built to push traffic to this post.

Again, I saw that Youtube was heavily undersaturated with SEO related content, so instead of expending all of my energy and time, fighting people in my niche on the oversaturated Google platform, I decided to build my audience and authority on YouTube and then reverse build it into my authority for my website or whatever other assets I would want to grow like my Facebook group or my email list.

4. Everything you do should be based around a scalable, step by step system.

When doing SEO, your first task should not start with you randomly going into a website an optimizing a bunch of heading tags or adding keywords to a page because some tool like Screaming Frog told you to.

I think almost anyone who’s started out in SEO has at some point found a tutorial that showed them how to optimize a website with some SEO tool and they went and spent 15-30 hours straight doing SEO for a website hoping that it would rank #1 for a term they thought they’d make a bunch of money off of.

Ok so, I don’t care how much SEO you do to a website, if your website isn’t targeting the right people and the niche you’re targeting is oversaturated by brands who have WAY more authority, bigger audiences, and a monster budget, you’re wasting your time.

That is unless you start by doing basic foundational SEO and web development fixes that will help overall user experience while raising conversion rates on your website.

Which is why I recommend that you start with a foundational SEO audit.

Get My free template here >>

To recap, I recommend you start with a foundational audit for a few big reasons:

A) It’s a near-perfect way to get clients through the door with a free or paid audit (pricing should depend on your supply and demand).

B) It helps you quickly identify small issues that you can fix in order to either upsell your marketing services or just make quick improvements to a website which should lead to better user experience, more traffic, and higher conversions.

Identifying Core Issues and Making Recommendations

Whenever I audit a website’s foundation, the first core issues I usually find are slow-loading pages, mass indexation of bloat content pages, little to no call to actions on high trafficked pages, conversion tracking not set up or set up improperly, no clear direction or optimizations for clusters of topic(s), or any sort of identifiable long term strategy for creating content and sales funnels.

Towards the end of the audit, I create a top ten list of what needs to be fixed first, then I get on a screen share with the prospect and share with them the quick things that need to be fixed first.

While on the call, I make sure to ask a few questions about what the prospect thinks the direction and purpose of their current marketing strategy is.

Because most potential clients have no idea what their topic targeting, top-down funnel, and optimization strategy should look like, asking these questions is a pretty easy way to get the prospect to concede that they have no idea, and then buy from you.

But before they buy, It’s wise to recommend a step by step process based on where they are currently at with their current nonexistent strategy.

Here are the different, “SEO phases”, that I created and recommend:

Phase 1: Start with a basic audit for a website then get a business owner on a call to up-sell your services. Again, here is the free template I made for Phase 1, in case you didn’t grab it.

Phase 2: Observe and implement small optimizations to pages that are receiving substantial traffic which carries low metrics such as, low click-through rates, bad bounce rates, low conversion rates, etc.

Key: to determine if a page receives enough traffic to do optimizations or not, I generally say that 100+ clicks a month for national targeting and 30+ per month for local is a good place to start. However, it really depends on what the goal for the website is based on the topics you’re looking to target.

For Phase 2, you’re going to make simple changes to these pages like switching up the title’s for a higher click-through rate, upping page speeds, changing an image or design of a page to lower bounce rates, moving up or changing a call to action for higher conversion rates, etc. this will give you quick wins that will likely help you keep the client around for a very long time because showing improvements early on build trust.

To build that trust, you’re essentially only making changes based off averages from user data that you control through Google Analytics.

Pretty cool right?

Note: If your prospect has no prior existing traffic or currently gets very little traffic to their site, which most will (that is why they are hiring you), then you will skip Phase 2 and go straight into Phase 3.

Phase 3: Build a list of primary topics to target based on the top-down marketing approach discussed in section 2 of this guide. In other words, implement topic-based keyword research and a content game plan paired with the marketing strategies discussed earlier.

Phase 4: Build authority and snowball. This phase all comes down to how your current content and engagement strategy are performing in phase 3. Phase 4 is almost all testing your marketing funnels and being innovated with your approach.

Shameless plug: if you’ve read this far into the article and aren’t too sure about the strategies discussed, in my certification program, I teach all of these techniques with great detail and make sure that you understand and can implement everything discussed in this guide.

5. Stay away from what everyone else is doing. Marketers are innovators and innovators look forward, not backward.

No matter how much money marketers tell you they are making online, if they are teaching you how to do something that used to work for them in the past, which most do, chances are the technique(s) you’re learning are already outdated.

True marketers optimize for the future, they make predictions and they constantly test what the outcome of their predictions will be by implementing a change.

I’m sick of seeing these bullshit tutorials made by some “expert” wearing a Harvard shirt they purchased off eBay, showing you how they utilized a new groundbreaking technique and BOOM, in just six months their secret technique led to a huge amount of extra income and traffic.

The question is, who the fuck cares? How does their likely outdated technique apply to your marketing funnel and the long term marketing strategy that you’re testing specifically for your brand.

Major key: Your strategies should not be based around other people’s possibly made up and probably over-exaggerated case study’s. It has nothing to do with you, so stop watching what I like to call, SEO.tv or Marketing.tv because it’s a distraction and should be used for entertainment purposes only.

On top of that, clients don’t care about how much you know and how much you did for other people, they want to know what you’re going to do for them and how you’re going honestly and virtuously partner up with them to make that happen.

If you really want to stand out, stop treating your clients and your marketing like a cash wheel pyramid scam, look at it as a relationship that you need to nurture, take care of, and most importantly, protect with your honesty, integrity, and courage.

You should also remember that the client is not the only one who’s taking a chance when they hire you, you are taking a chance on yourself to make it the relationship with them work.

So don’t follow the sheep who say, “we guarantee blah blah” that is total fucking bullshit and people see through that so stop selling guarantees in one of the biggest multivariable, constantly updated, and volatile markets in all of history.

6. Understand the concept of building authority and generating the snowball effect

Ok, so everything up to this point has been pretty much just basic marketing and SEO advice.

If there’s one main thing I’ve been able to specialize in over the last four years it’s building authority and snowballing.

First, building authority.

As discussed in section 1-3, finding your ideal market, becoming niched down, unique, and tapping into unsaturated search engines is key.

However, in order to truly win, you need to create a story.

More specifically, you need to create a reason for people to become interested in your brand. Your marketing strategies should ideally be geared towards reflecting the emotions that your target audience feel on a daily basis.

If you’re not hitting deep within your audiences instinctual emotions then you’re not doing marketing, you’re simply advertising and will be categorized as the 90%.

True marketing is about taking a story someone believes about themselves and life, then mirroring that story with your brand providing the solution to that story.

If you can get this down, building authority is as easy as, “download my free checklist that targets your story now”.

Snowballing

Ok here’s where the fireworks should start going off for you.

YOU NEED TO HAVE YOUR GROWTH CONTRIBUTE TO ITS OWN GROWTH.

Let’s say I asked you to hand me $1 and I told you that if you did, a year later I will give you back $100. Would you do it?

Of course, you fucking would, that’s a 100x return on your initial investment!

Now, when you’re doing marketing, optimizing pages, and whatever bullshit you need to do to get traffic and sales, how much of your initial time investment are you getting back?

Well if you’re like most marketers, you probably got some extra traffic and rankings to a website then 6-12 months later the traffic starts to drop and you start panicking.

Why?

Because you didn’t invest in the right assets.

You didn’t create a snowball that fed itself.

So how do you create a snowball?

With your funnel!!!

You create a free offer that people take, you make sure that your target audience engages and buys by constantly testing your four-step funnel, then you promote your new content and whatever you’re testing to that audience, bring in more and sales, rank content, bring in more traffic, and the snowball continues to build and feed itself.

This is the major secret that only the top 10% of marketers understand and implement.

So that’s it, if you can grasp these SEO marketing secrets, you’re going to be 100x further ahead than 90% of the marketing and SEO population.

Hope you enjoyed the article, it took me a long ass time to write, so if you did, leave a comment below and let me know.

Until next time, happy SEO’ing.

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