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How To Do High ROI SEO In 2016

Andrew Hansen

www.AndrewHansen.name

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Don't Bother With SEO. -

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Don't Bother With SEO

- SEO is not a magic bullet. It's not an “untapped goldmine”. And it's definitely not “free traffic”.

- Organic search is a marketing channel to be invested in. And it's one channel of many.

- Your job is to understand whether there’s a chance it could be a profitable channel for your business, and if so, deploy a high ROI strategy to capitalize.

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However...

- There isn't a higher converting form of cold traffic in most niches.

- Doing SEO well is in many ways easier than it was 5 years ago. Google has gotten slightly better at rewarding people for doing things right.

- Because the barrier to entry is higher, there are big opportunities for people willing to acquire the knowledge.

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Should YOU Bother With SEO?

- Selling minion toys? Probably not.

- Selling train horns? Maybe.

- Question #1: Are people looking for the product already? Or looking for keywords that represent problems your product solves?

- Question #2: Is ANYONE capitalizing on organic already?

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Is Anyone Already Capitalizing?

- Poke around some keywords for the products you sell and see what's currently there. Is it Amazon sellers? Ecomm stores? Affiliates? Junk?

- Run some of these numbers to see what kind of returns there might be...

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Example Product

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Adwords Keyword Tool

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Potential Traffic?

- Take that top number 3600 and add 50%.

- If you can create a decent piece of content you can rank it for hundreds of terms.

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Example

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Potential Traffic?

- So 3600 + 1800 = 5400 visitors available on that keyword.

- How much of that could you get?

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Potential Traffic?

- Let's say you can get 20% best case scenario.

- You'll see 20% of 5400 = 1080 visitors a month.

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How Much Will You Sell?

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Potential Revenue?

- 1080 x .11 = 118 units per month.

- 118 x $10 (your revenue (or profit) per unit)

- That keyword is a $1188/mo revenue stream.

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Thought Experiment

- It's not unreasonable to imagine that with 6 months of effort you could reach a position like this that you would hold on to for a further 12 months with no additional work.

- Let's say you invested $1000 per month, for 6 months before seeing any return...

- You'd have spent $6000... and in 12 months it would have made you $14,246. Your $6k returned you 1.3x or 130%.

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But WHO'S Spending $1000 a month on SEO for ONE PAGE of their site?

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The Path Of Least Resistance

- Install Google Webmaster Tools. Use Search Traffic >> Search Analytics to see what you're already ranking for. (even if it's bringing you no traffic.)

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Note: This is instead of going out and starting new keyword research to find

out which are the most profitable areas of your market.

That's all fine, but do that 2nd!

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Best Case Scenario

- You find in those keywords the terms with volume that have top 10s that are lowest in competiton, easiest for you to break into.

- But because that'll take too much time to explain today...

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Let's Talk Action Steps

- Here are some things that will improve your SEO significantly, that you can do right now...

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Find Pages Performing Best Organically

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Don't Have Anything Performing Organically?

- Pick your highest traffic pages from any source. Use Google Analytics >> Behaviour >> Site Content >> All Pages

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GET TO WORK!

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Step #1: Fix This...

- Ask your developer to remove it from your template code.

- It's a waste of title space, and it's duplication that Google could use to hold you back.

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Step #2: Write It Better

- This page title and description is the ad for your product in organic search.

- Think of it like your Amazon page title and description. It has to sell. (We can talk about this if you like).

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Step #3: Add More Content

- Even though you don't want to do it... your E-commerce store pages NEED to be longer. It will help your organic traffic and convert more of your visitors regardless of the source.

- What kind of content to add?

1. Talk more about your product (features) and, more importantly, how it impacts the user's life (benefit).

2. Www.answerthepublic.com

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Step #4: Fix HTML Errors

- Some of them you can fix ie duplicate title tags or description tags.

- Some of them you'll need a developer to fix, just tell them what the error is and they can change for you.

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Step #5: Improve Page Speeds

- Use Gtmetrix.com to see where your page speeds are at. Work at getting as close to 2 seconds as possible.

- Compress product images: compressor.io – lowers page size and load times.

- Give a developer access to your site and show them the Gtmetrix report. Ask them which of these issues they can fix.

- Wordpress users, see blog post at andrewhansen.name from this week for speed tweaks I found that worked.

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Now That The Breaks Are Off...

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We Can Discuss Content & Links

- These have always been and continue to be the two pillars of great SEO.

- We have time for a quick chat about content... and a quick chat about links.

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On New Content...

- The first part we touched on, getting more content on your product pages and getting them ranking for more terms.

- The second part is adding new content. And for that, there's no reason your e-comm store shouldn't have a blog.

- You can use it to publish keyword targeted content from within your market AND promote on social media.

- We don't have time for keyword research, but instead...

- Here's an example of crushing it... http://blog.scottsmenswear.com/5-festival-essentials/

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Blog Content Guidelines

- Shoot for at least 1000 words.

- Break up into subheadings that discuss specific problems/angles.

- Keep short paragraphs. No walls of text. And big spacey fonts.

- Bold important sentences.

- Use images to draw readers through your content.

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Oh and...

- Start with what's already working.

- See if there are ecommerce stores publishing in your niche (or related niches) and use Ahrefs to see what they're doing well.

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Ok, links...

- When you have a sense of either a) What's working well, what you're ranking for or b) What WILL be profitable in your market (thanks to KW research), you can start link building.

- You build links to either your product pages or the pieces of content on your blog (as well as your home page).

- If you want one value for money link building technique that isn't going anywhere, that you can invest in over and over again, and that works for any niche except porn and gambling, this is it...

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Paid Guest Posts

- Paying for a placement on a relevant, high domain authority blog that is REAL (not some PBN site).

- You don't have to write the post, you get a contextual, natural link, you can choose your own anchor text & it's a one off fee.

- I use Posirank here: andrewhansen.name/posi – guest posts start at $97 if you're using the using the wholesale membership (which you should do if you're planning to spend more than $300 a month on your SEO).

- Do a set number of them each month. Divide them between 1 or two of your best performing (or expected to perform best) pages and your home page.

- Use long natural anchor texts like “the best silicone spatulas”

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The Takeaways

- Understand whether SEO is worth doing for your business in your industry. (use the poke around technique I showed).

- Find your current best performing pages & improve them with better content, better titles/descriptions, improve their speed, fix HTML errors.

- Add a blog where you can publish keyword targeted content for your audience and promote products from your store at the same time.

- Build links to your product pages first, (to increase their rankings for most targeted keywords) using paid guest posts: andrewhansen.name/posi

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Thanks For Listening!

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