Kevin Dieny: 00:00:00

Hello, welcome to The Close the Loop podcast.

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I'm your host, Kevin Dieny, and today we're gonna be talking

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about winning non-branded traffic.

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So let's define this for everyone so that we're all on the same page.

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Non-branded is talking about the keywords, right?

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So your brand name, your company name, our company name is CallSource, right?

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That's a brand name.

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Might be something like Johnny's Plumbing or Bill's Roofing,

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or 24/7 Plumbing, right?

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Certain things like that are when they are the company name, the

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brand name, they become your brand keywords, the things that people use

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to find you online when they search.

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So, today we're gonna be talking about winning search, when people search for

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your brand using non-branded keywords.

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Okay, so CallSource, let's just use our company example.

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If someone types in all one word, "callsource" right?

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They're probably looking for our company.

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They could have misspelled and meant to type in "call space source", right?

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Or I don't know, maybe there's another brand out there that has

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a very similar name to us....

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But generally speaking, when they type your brand names

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in, they're looking for you.

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That means that they remember you, they know your brand, right?

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That's, that's what makes brand searches very unique, non-branded searches would

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be the things that you do, that you're about, what services you provide.

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Obviously Johnny's Plumbing probably had...

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Probably would be providing plumbing services.

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So if someone types, um, you know, "clogged drain", are they always gonna see

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Johnny's plumbing in the search result?

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Right, that would be winning a non-branded search.

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So how do brands, how do companies, marketing teams,

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how is everyone winning search.

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Specifically for non-branded traffic.

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Now it makes sense how brands are able to win their branded traffic.

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Because people are looking for them, right?

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They, they already know your brand.

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So when they search it, that's how they're ending up there, right?

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So that, that makes sense.

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Brand recognition, brand awareness, getting, you know, doing what

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you do really well, right?

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It's how you kind of win brand traffic.

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And we've talked in a prior episode, a previous podcast episode about how do

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you win branded paid search campaigns.

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So how do you do this in advertising with branded keywords?

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So this episode almost totally different, okay.

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How do you win the non-branded traffic?

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And that is something totally different because it's not, it's, it's

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something where the keywords aren't, don't have your brand name in them!

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Right, so how do you become relevant enough with that keyword when it

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doesn't have your brand in it?

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Right?

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So "clogged drain" okay, yeah, right.

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You're a plumbing company.

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How do you win "clogged drain" as a keyword.

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Now, the other thing we wanna define is winning.

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Okay?

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Does winning mean you always have to be number one, ranked

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number one in a search result?

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Does it mean that you have to have a hundred percent

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impressions, you know, share?

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Does it mean you have to steal all the clicks?

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Get all the clicks?

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Does it mean you have to convert at a certain rate to a certain amount?

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Winning is basically achieving the goal that you want, that you've set

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out to do, that your company needs.

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Okay?

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And by that I mean when you're out to win non-branded traffic,

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it's gonna cost you something.

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There's some requirement, right?

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You're gonna need some amount of content.

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You're gonna need to spend some amount of time.

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It could be you're gonna have to change the way you do things.

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Maybe your website needs to be changed.

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Maybe how you operate, your day to day has to change.

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Those are all sacrifices.

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Those are costs.

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So winning has to make sense for what it costs, right?

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So even if you're number one, if it costs everything to get it and it

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doesn't pay you back enough, enough return, that's not really winning, right?

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Sure, you're number one, but what is it costing you to get that right?

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Is it sustainable?

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Is it a positive return for what you're, what resources and and

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investment you're putting in?

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So we're really focusing on winning.

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Meaning, you know, having a positive result, achieving a goal.

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The non-branded side of search, which is typically keywords that don't have

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your brand name in them, that are still highly relevant for your brand.

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And in that way, long term you have sustainable growth, sustainable

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channel of revenue, stream of leads, of visitors to your website.

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The other interesting thing that I've always found is that the more

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you grow your non-branded versus your branded, right, there's

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branded, non-branded.

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So anything that has your brand name, company name, trademarked

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keywords, those are brand, right?

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The things that are unbranded, right?

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That's the other slice of the pie.

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The more you increase your non-branded side, the more your branded side

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seems to tick up When, especially when you're doing a good job

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delivering on those relevant searches.

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Someone searched for "clogged drain" they get to your website,

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they call you, you fix their drain.

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Great, now they may go, "Oh yeah, I remember that company by name because

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they delivered such a great service.

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I remember them.

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I remember something about their logo."

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I dunno, whatever it is that your brand awareness stuck out to them, right?

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Boom.

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Now, you've got brand branded searches coming in, and, and it can, it tends

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to flow that direction because people tend to, you know, go back to the things

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that worked and things that worked well.

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So again, we're focusing on those non-branded traffic,

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those non-branded keywords.

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So a few of the obstacles that people are having businesses are having

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out there is where we'll start.

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We usually do this, right?

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Talk about what are the oppositional ideas in the research that I've done.

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What are the antagonistic, what are the most common difficulties you might

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expect when going down this path?

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All right, so first one, smaller brands, right, who are trying

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to win non-branded traffic.

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The smaller guys, the guys with less resources.

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That's basically how you define a smaller brand.

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The smaller brands can never compete with the big behemoth, giant

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corporate mega brands out there.

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So why try?

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Right, like the, the big companies can afford all the SEO expertise, the

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marketing teams, they can dedicate tons of content development, production.

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They can make sure everything, they can make videos and great pdf eBooks.

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Uh, they can constantly be putting out content and great

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content faster than you can.

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So how do you compete with that?

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Right?

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That's like a common thing in all businesses.

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The idea that only the biggest brands can compete, but that's not the case.

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Right?

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In a lot of ways there's so much more businesses can niche down to that

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the bigger brands just don't get to.

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Meaning yes, they may have tons of resources, but they're spending them

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to win the more broader keywords.

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So let me explain by using an example this will help.

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So the keyword "plumbing" right?

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Just that one word alone gets about 45,000 to 60,000 searches a month.

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All right?

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And that's in the United States.

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So just to scope that.

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Now, when you add things, add, so going, it's, it's, I've heard it called tail.

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When you add more keywords to the end of it or to the, before

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it, you make a keyword go from one word to multiple words.

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I've heard that rephrase that described as making it more long

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tail, adding more words to a keyword.

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Okay, tends to make it more niche.

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It usually results in the searches going down because people can type one word.

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It's a little harder to type two than to type three than four

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and five and six, seven, right?

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The more words you add in a phrase when you search it, probably means

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you're asking a question, right?

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Like, where do plumbers go to school?

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Like, that's a lot of words in there, okay?

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Versus just plumbing.

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Now the word plumbing by itself also doesn't, you don't really know

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what they're looking for, but there could be a lot of people searching

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that keyword cuz it's just one word.

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Okay?

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So a bigger brand can go, "Well, what are all the possibilities that people

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could be searching for in plumbing?"

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And they can make ton of content web, they can spend lots of resources,

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basically winning the, the shorter tail, shorter number of word keywords.

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And that's what they can do really well.

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The small businesses, they have to pick and choose, right?

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So they have to pick the keywords that are gonna be higher intent, you know,

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closer and relevant to what they do.

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The, the searcher is looking for what that business offers.

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I mean, if it's plumbing related, you know, is there something closer

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to that that they're looking for, uh, maybe than plumbing, like let's

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say "clogged drain plumbing in Los Angeles" or a suburb of Los Angeles.

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You know, if you put the suburb instead of "LA."

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That adding onto that keyword makes it more, in my eyes, more niche,

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more specific, narrows it down.

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That does mean this amount of searches go way down with it, right?

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Uh, there's just less people searching for, let's say, "clogged drain plumbers

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in Westlake Village California" right?

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There's just way less people searching for that.

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But if you're located in Westlake Village, California, and you're a plumber and you

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do clogged drains right now you're seeing, wow, you check all these boxes off.

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That's awesome.

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So smaller businesses can sometimes win in these nicher categories.

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That doesn't mean that the big guys don't go after them too.

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It's just that if you're a smaller business in an area or you have

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anything niche about you at all that makes you stand out or more unique,

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you can usually win in that way.

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And so you position yourself that way and you can still win the non-branded.

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Those are possible.

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Uh, there's so many possibilities in this conversation.

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By way, here's like a major disclaimer, . There's very little es that you're going

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to hear in this, in this episode, right?

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There's gonna be, no, this is the only way, or this never

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works, or anything like that.

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Anything of complete absolute, You're not gonna hear that because

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search is such an evolving adaptive.

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Imprecise thing that no one really quite understands, but we know

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enough to give us really good indications into what we should do.

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But nothing is perfectly precise here.

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All right, so the second thing that people say that really frustrates them

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when trying to win non-branded search right, is all the best keywords are

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taken and are too difficult to rank.

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There are actually some really interesting, and I, and they're kind of

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proprietary, but there it's more common.

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I've seen it quite a lot now, something called keyword difficulty, so, So

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a term or a keyword or a phrase, The difficulty for a new company,

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a new brand, a new website to rank when it does not yet rank for it.

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Right.

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The difficulty to then begin ranking for.

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Right and showing up in the first.

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Something to that degree is what difficulty stands for.

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Difficulty tends to mean there are variations on that.

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Right?

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So how difficult would it be for your business today to

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rank for a specific keyword?

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Sometimes those keywords are gonna be very difficult for you to rank for , Right.

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And the reason are difficult is because other companies, yes, have spent

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a lot of time, a lot of resources.

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They have invested into doing the research to get it.

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To thinking about what people are really intending, what's their

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intent when they search this particular keyword or phrase, right?

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There's a lot that goes into keywords.

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Search engine optimization, seo.

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It's not just splattering your page with keywords, right?

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Or needs to be a lot of thought gone into, Okay, someone searched for

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this now they clicked on my page.

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Now they get there.

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Now what are they looking for?

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What is it they are after?

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How quickly can they get what they're after?

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Right?

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What's gonna be their experience while they're there?

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Anything like, why is it that they may leave?

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Why is it that they move forward?

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It?

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What is it about their experience that was so that they liked or they didn't like?

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You know what I mean?

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There's just so a lot to consider that goes on with with

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an individual search, right?

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There's just so much.

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The keywords that are more difficult to rank for, I would say also correlate

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with the keywords that have a lot of volume, meaning impressions, There's a

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lot of people searching for it, right?

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Like just the word plumbing.

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There might be quite a lot of people searching for that.

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I think though, in an interesting way, you know, plumbing near me or plumbers

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near me is, is from what I've seen, a much more searched phrase than just plumbing.

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Because that's so ambiguous and plumbing, plumbers near me is very

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much higher, has a much higher intent.

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You kind of have some idea, okay, they're looking for a plumber

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that's near them right now.

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How difficult is that to rank for?

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Right, so to win to from what I would, Let's say your business

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just wants more traffic.

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Than it's getting.

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And it's going to invest some amount of resources into some content, into some

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writing, into some research, some hours, some um, maybe some paid ads, right?

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Think about what that's gonna cost you and go, okay, well, to recuperate that, right?

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I would need, let's say 5 leads in a month.

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And you go, Okay, well I converted about 10%, so I need.

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You know, so 10 times 5, I need 50 visitors to my website, added to my

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current traffic to come from this effort.

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Okay?

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50 quality visitors I need to add every month from what I do.

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All right?

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So maybe that's an achievable goal.

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All right, So how am I gonna get them right?

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That's the process you go through now to get 50 more visitors.

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You know, and you're on, you're not even ranking, not a ranking page yet.

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You have to realize that if you make a new page, you put in tons of

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resources, you write all these great articles, you make videos, you make,

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you make, you basically just make the, the best use of resources to get

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this ha going and you do it quickly.

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You do have to realize that there, the search takes time.

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This is very unfortunate, . So let's say you deployed all your resources today.

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They may not even rank for what could be 30, 60, 90 days because

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Google won't see it, rank it, test it, and then start positioning it in

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search, you know, for a little while.

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That might take some time.

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That might be frustrating.

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You go, Whoa, now I'm three months behind, right?

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I need five leads a month.

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So no, 5, 10, 15.

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Now I need.

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Right now I'm, I'm in the hole , right?

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So that's where organic or search or search engine optimization or,

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or you know, website optimization.

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That's where all those strategies, that's where all of that really, the rubber of

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that needs to hit the road is, okay, how quickly can I start trying this around?

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And that's what also makes the part of the difficulty there is it may go,

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Okay, fine, now I've waited the 90 days.

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Now where did I rank?

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And it's like, okay, I ranked on page.

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Like what happened here?

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I thought I would rank number one, , what happened?

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Right?

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So you're gonna need, you need more traffic to rank too.

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You need your resource.

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You need people to see it.

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You need people to start, you know, who are searching it to find it.

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Page three is not a great place to find it.

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You know, I think, uh, Is it Ryan who said, and this is a previous episode,

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that anything after page one is dead.

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You know, like there's no, very few people go to page two and three and four.

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I'm sure there are.

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I'm sure there's lots of people that do.

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But precipitously, the chances of getting a click right drops off.

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So there's just a lot of things that when I see a high difficulty keyword, you may.

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I, I would suggest let's maybe start with a less difficult key word.

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You know, let's get the ball rolling, the snowball going down the hill with

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the lower difficulty, easier stuff first.

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Obviously, you know, what do what's best for your business.

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You know, you're the one making the best decisions, but it's usually

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something that I would favor is okay.

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I would like to get the ball rolling with some earlier, fast, quick.

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Then to have to wait, you know, nine months before things start to trickle in.

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Just the way I, I'd rather some faster stuff come up first.

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Obviously the higher difficulty stuff may bring in a lot more in the long term, but

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what's so difficult about search again?

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Is you're sort of front loading the pro, like the, the goal that's

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gonna be achieved in the long run because it just takes time.

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You can trigger algorithms, you can trigger crawlers to come to your site.

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You might be able to get things going a little bit faster in some way, or be able

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to achieve, you know, a quick jump to rank one or you know, just the front page.

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I think that's less than 12 or 14 right now.

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You might be able to get there quickly.

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Usually it's gonna take some time.

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All right, so the last big, Oh man, this sucks.

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I hate this about trying to rank, trying to win non-branded traffic

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that I, we could find is we only care about branded traffic because these

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people know our brand, are aware of us and they tend to have higher intent.

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Right.

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That's something I saw online and I, and I.

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Necessarily disagree, right?

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Branded traffic are the people that know your business.

those two: 00:18:46

They are typing in Johnny's Plumbing, maybe even where you are.

those two: 00:18:49

You know, Johnny's plumbing Westlake, right?

those two: 00:18:52

If that, if that exists.

those two: 00:18:53

And so the searches for that are people who know you, they know your brand.

those two: 00:18:59

Like why would you want anything else?

those two: 00:19:01

Right?

those two: 00:19:02

Now, here's the big pitfall of that, and it's mentioned

those two: 00:19:05

before in a previous episode.

those two: 00:19:07

How many, What's the volume of that, right?

those two: 00:19:11

Like how, how vast of a brand do you have?

those two: 00:19:16

Are you like a Microsoft where you, your brand recognition is everyone

those two: 00:19:20

knows it or McDonald's, Everyone recognizes it, everyone knows it.

those two: 00:19:24

Or are you a brand where it's like, Yeah, I'm, you know, the people that drive by

those two: 00:19:27

or the customers I've had probably know it, You know, how, how many is that?

those two: 00:19:31

How many are searching for that in a month?

those two: 00:19:33

Right.

those two: 00:19:34

The volumes of branded search are very constricted.

those two: 00:19:38

They're limited.

those two: 00:19:40

You can only go so far, guaranteed, right?

those two: 00:19:44

Uh, the smaller the brand you are, the more that's the case and

those two: 00:19:47

the more you're gonna have to win more of the non-branded traffic.

those two: 00:19:51

So you're gonna have to win non-branded traffic, right?

those two: 00:19:55

You can go and do all the free events and stuff all day, all the time to

those two: 00:20:00

get your brand out there, to get it recognized, and people will search for it.

those two: 00:20:04

But is that scale?

those two: 00:20:06

Right.

those two: 00:20:06

Do you have a dial that you can crank up and go, Okay, let me

those two: 00:20:09

two x that you know, this week, this today, tomorrow, this month.

those two: 00:20:14

Can you 2, 3, 4, 5 x that you know to get to the growth you may want or need?

those two: 00:20:19

I don't know.

those two: 00:20:21

I am doubtful . Okay.

those two: 00:20:24

So yes.

those two: 00:20:26

A brand that's, or a company that says, I only care about branded,

those two: 00:20:29

I understand what they're saying.

those two: 00:20:30

You know, they, they wanna rely on their brand.

those two: 00:20:33

They don't want to pay or put the effort or the resources, whatever it

those two: 00:20:37

takes to get non-branded traffic up to a point that it is sustainable.

those two: 00:20:43

If you're sitting there and going, Oh yeah, SEO is, SEO

those two: 00:20:46

is very affordable and easy.

those two: 00:20:48

You're , let me just say you're about to discover that it is

those two: 00:20:53

the opposite of those things.

those two: 00:20:56

Yes.

those two: 00:20:56

Organic traffic once it's there is technically free traffic, but what

those two: 00:21:01

it costs, the requirements, what it takes to get that going, to get that

those two: 00:21:04

engine going is definitely not free.

those two: 00:21:07

Right?

those two: 00:21:08

It could take months, even some of the best.

those two: 00:21:12

SEO, full on agency is the best, highest paid, greatest SEO marketers

those two: 00:21:17

out there don't look at, you know, exploding growth overnight.

those two: 00:21:23

It takes time.

those two: 00:21:24

It takes sometimes trying something, it not working and then figuring

those two: 00:21:30

out the right way to do it.

those two: 00:21:31

So it takes some experimentation as well.

those two: 00:21:32

It's not a, you know, it's not like a guarantee.

those two: 00:21:36

I've told you there's no absolute.

those two: 00:21:39

There's no absolutes here, so we're focusing on the things

those two: 00:21:43

that are gonna put us in the best direction, right, for our business.

those two: 00:21:47

All right, now, what is the best direction?

those two: 00:21:52

What things should we do?

those two: 00:21:54

Right?

those two: 00:21:54

There's four steps, and then we're gonna dive into them.

those two: 00:21:58

Seven.

those two: 00:21:58

Number one.

those two: 00:22:00

Your business has resources, processes that it's got today, right?

those two: 00:22:05

It's got someone who can put in the effort to write some articles, someone

those two: 00:22:10

who understands your business, someone who understands how your business wants

those two: 00:22:13

to grow, and is willing, your business is willing to, let's say, implement

those two: 00:22:18

some changes or some new processes that will help the business grow.

those two: 00:22:23

Okay?

those two: 00:22:23

That's like basically the requirement.

those two: 00:22:26

To win non-branded traffic, you're gonna need a website, right?

those two: 00:22:31

You're gonna need content on that web website that you're gonna wanna rank for,

those two: 00:22:34

or you're gonna wanna send traffic to.

those two: 00:22:36

That's very relevant.

those two: 00:22:37

Typically, your website also needs to be structured, built, designed.

those two: 00:22:42

So that it loads well, okay.

those two: 00:22:44

There's, let's say the first step here is just like getting the, the basics.

those two: 00:22:48

Getting your house in order, your quotes there.

those two: 00:22:51

And that means, yeah, you gotta have technical seo, right?

those two: 00:22:56

And that's, that's not, And by saying that, I'm not trying to distance

those two: 00:22:59

you here, that's very simple, right?

those two: 00:23:01

Your website loads, it runs well.

those two: 00:23:03

It's not off putting right.

those two: 00:23:05

Um, it, it is function.

those two: 00:23:08

When you click on a button, it goes somewhere.

those two: 00:23:10

Okay?

those two: 00:23:11

So you've got maybe an analytics like Google Analytics set up.

those two: 00:23:14

You've got Search Console, Google Search Console, and there's being Search Console.

those two: 00:23:18

You've got things there to measure how well your website's performing in the

those two: 00:23:23

traffic and where it's coming from today.

those two: 00:23:26

All right, great.

those two: 00:23:28

That's the first technical check is could you, could you win at non-branded

those two: 00:23:35

traffic if you put in the effort?

those two: 00:23:37

Yes.

those two: 00:23:37

Right.

those two: 00:23:38

If you, you have the foundation laid right, which is making sure your website

those two: 00:23:43

is in order, things are in order.

those two: 00:23:44

You're not shooting yourself in the foot, making all this content

those two: 00:23:47

and putting all these resources in.

those two: 00:23:50

The traffic that comes to your website doesn't work like something's broken.

those two: 00:23:53

Okay?

those two: 00:23:54

So it's very important that your website, the foundation, the website,

those two: 00:23:59

everything going on on your website is functionally working pretty well.

those two: 00:24:03

If you have questions about that, wondering what the heck,

those two: 00:24:05

I'm not the person to go to

those two: 00:24:07

Right.

those two: 00:24:08

But there are companies that are tools.

those two: 00:24:10

There's things out there that will help and check your, There's a what?

those two: 00:24:13

Google's insights page, speed insights that will tell you how

those two: 00:24:17

fast your website's loading onto on mobile devices and on desktops.

those two: 00:24:22

Don't trust when you go to your website cuz it's cashed.

those two: 00:24:25

Okay.

those two: 00:24:26

Oh wow.

those two: 00:24:26

My website loads so fast when I load it.

those two: 00:24:28

Yeah.

those two: 00:24:28

Okay.

those two: 00:24:29

Go out into the Hills and try loading it on a phone with

those two: 00:24:33

two G or 3G Internet, right?

those two: 00:24:36

Who's never been to your website before.

those two: 00:24:38

All right, let's see how long that takes.

those two: 00:24:39

That's the kind of stuff, that's the kind of testing that we're

those two: 00:24:42

talking about in terms of web speed.

those two: 00:24:43

And we've done an entire episode on web speed, so if you wanna

those two: 00:24:45

check that out too, we have that.

those two: 00:24:47

So check technical, SEO off.

those two: 00:24:51

And again, just keep it simple.

those two: 00:24:53

The basics are there, right?

those two: 00:24:55

Now this, That's number one, right?

those two: 00:24:57

Have the resources and processes in place, what are the requirements of

those two: 00:25:01

the journey you're about to embark on?

those two: 00:25:04

All right.

those two: 00:25:05

Step two, you not need to dedicate some attention to a.

those two: 00:25:13

What you currently rank for.

those two: 00:25:15

So you need to look at your data, your website.

those two: 00:25:17

Okay, What traffic am I traffic Are you getting today?

those two: 00:25:20

Right?

those two: 00:25:20

Where's your traffic coming from?

those two: 00:25:22

What keywords are you ranking for?

those two: 00:25:23

Are you ranking even for any branded searches?

those two: 00:25:25

Are people typing in your branded?

those two: 00:25:27

What non-branded stuff are you ranking for already right now?

those two: 00:25:32

Impressions tell you that you're ranking for it.

those two: 00:25:35

Clicks tell you are a better approximation of how high in the ranking you are.

those two: 00:25:41

So being rank one means you're getting a lot your click rate.

those two: 00:25:45

So a lot of people both see your, um, result in the search and are clicking it.

those two: 00:25:52

The farther you get from one so you know, ranking 40, you might have

those two: 00:25:58

very single digit impressions and you're most likely have zero clicks

those two: 00:26:02

cuz very few people get there.

those two: 00:26:03

An impression means someone potentially saw it, doesn't

those two: 00:26:06

mean that they clicked right.

those two: 00:26:08

Now organic traffic coming to your website today came from a search.

those two: 00:26:14

So what were they searching for?

those two: 00:26:16

You do have to have search consoles, I believe, connected to your

those two: 00:26:20

Google Analytics or your analytics.

those two: 00:26:22

Um, you, you need to have something communicating what

those two: 00:26:25

the searches were to get them.

those two: 00:26:26

Otherwise, you just see not provided.

those two: 00:26:29

If you don't have it hooked up, you'll just see not provided, which

those two: 00:26:33

you're gonna be like, What is this?

those two: 00:26:35

Right?

those two: 00:26:35

There's also companies.

those two: 00:26:38

We'll tell you all refs a h RDFs and Sam Rush are tools.

those two: 00:26:44

SpyFu, another one I mentioned before.

those two: 00:26:47

Um, companies that do a lot of keyword analysis, keyword tracking,

those two: 00:26:53

things like that for companies.

those two: 00:26:55

So there's other ways to get it if you haven't already set

those two: 00:26:58

up your site with all this on.

those two: 00:27:00

Again, all this setup doesn't take that long, so my, you're like,

those two: 00:27:04

Okay, I see what I'm ranking for.

those two: 00:27:05

I see what keywords people, what queries people are searching for to get there.

those two: 00:27:08

The keywords, the phrases, the terms, again, all those things,

those two: 00:27:11

all those are synonymous.

those two: 00:27:13

You all mean the same thing, what people are searching for Now, you're

those two: 00:27:17

all about finding opportunities.

those two: 00:27:20

Okay.

those two: 00:27:21

That is okay.

those two: 00:27:22

What keywords are delicious to your company that you would love to have

those two: 00:27:27

searches on coming to your website?

those two: 00:27:29

Right?

those two: 00:27:30

What are those keywords?

those two: 00:27:32

What keywords today would you like to increase?

those two: 00:27:35

Are there keywords that your competitors, which you can find out?

those two: 00:27:39

Rank four, what strategies maybe are they using?

those two: 00:27:42

What page?

those two: 00:27:44

That they have ranked for them?

those two: 00:27:45

Are they home pages?

those two: 00:27:46

It's important, right?

those two: 00:27:47

Or are they just at, are they, you know, blog articles or, or actual pages?

those two: 00:27:52

Look at all this.

those two: 00:27:54

And then I do what I would call finding opportunities, right?

those two: 00:27:57

How difficult are they?

those two: 00:27:59

Again, that's something you can get from tools like Sim Rush,

those two: 00:28:02

SpyFu, rfs, things like that.

those two: 00:28:05

And I think that those are, Checking out, worth investing, putting some time in

those two: 00:28:09

for a tool so that you get this right.

those two: 00:28:12

When you're planning your strategy, what you're gonna do, they're worth it.

those two: 00:28:15

So you know, find one you like and then go, Okay, I have all these opportunities.

those two: 00:28:20

Narrow them down.

those two: 00:28:22

Until you're like, Okay, I'm gonna focus on a couple easy ones.

those two: 00:28:25

One hard one.

those two: 00:28:26

This is what I'm gonna do.

those two: 00:28:27

I'm gonna write this, I'm gonna do this.

those two: 00:28:29

I'm gonna add this page.

those two: 00:28:30

I'm gonna link these pages together.

those two: 00:28:32

I'm gonna post them in social.

those two: 00:28:33

I'm gonna run some page search campaigns.

those two: 00:28:36

I am going to have someone I know post this and share this,

those two: 00:28:42

and they'll get some traffic.

those two: 00:28:43

And all of that encompasses your strategy, right?

those two: 00:28:48

, That's what it looks like.

those two: 00:28:49

That's not so simple, , unfortunately, but that's basically how it works.

those two: 00:28:54

That's what's required.

those two: 00:28:56

So you execute on them.

those two: 00:28:57

I would try.

those two: 00:28:58

I mean, if you're smaller, just do one at a time.

those two: 00:29:01

Get one going at a time.

those two: 00:29:03

Have it planned out what you're gonna do.

those two: 00:29:05

If you're gonna, I think at most this requires writing one, spending one

those two: 00:29:08

hour every week writing something.

those two: 00:29:12

Okay.

those two: 00:29:13

And then spending.

those two: 00:29:17

I don't know, maybe 30 minutes.

those two: 00:29:18

Scheduling, publishing, social, getting things going elsewhere to promote it.

those two: 00:29:24

So an hour and a half a week.

those two: 00:29:26

Okay.

those two: 00:29:26

That's, that's really what we're looking at here.

those two: 00:29:28

We're not talking about 15, 20 hours.

those two: 00:29:30

We're not talking an hour and a half for an expert.

those two: 00:29:32

We're talking really generally an hour and a half.

those two: 00:29:35

Spend an hour, okay.

those two: 00:29:37

Researching, writing something, creating something of value, then

those two: 00:29:40

write a half hour, put a half hour of work in promoting it.

those two: 00:29:44

Right.

those two: 00:29:45

You could spend more initially.

those two: 00:29:46

Maybe it takes you longer, you know, you'll get a better, you'll get

those two: 00:29:49

a more pro closer approximation.

those two: 00:29:50

You're not writing a professional research paper, you're just writing

those two: 00:29:54

something you know, between 602,000.

those two: 00:29:59

Maybe not go above that words, you know, on the topic, and you're

those two: 00:30:03

making it as valuable as you can to the audience you're writing it for.

those two: 00:30:06

Put yourselves in their shoes, you know, that's usually how it goes.

those two: 00:30:10

The key word will dictate what you write.

those two: 00:30:13

I'd say something like Clogged dreams in the bathroom, strategies, tips,

those two: 00:30:23

something like that, like getting it.

those two: 00:30:26

And so you know you're an expert and say you're the plumber.

those two: 00:30:29

You're like, Okay, well these are things people have tried.

those two: 00:30:31

These are things people have tried, but don't do them.

those two: 00:30:33

Okay, , you make a list and then you write a little blur about each one

those two: 00:30:36

of the things you can think of, and then you put that all in one article.

those two: 00:30:39

Boom, done.

those two: 00:30:40

There's your one hour.

those two: 00:30:42

Then you promote it on social and you go, Okay, well here's

those two: 00:30:44

three tips to get the rest.

those two: 00:30:47

Read my article.

those two: 00:30:48

Right?

those two: 00:30:49

People have the worst drain clog.

those two: 00:30:54

Recipes . Here are some that, that actually work coming from

those two: 00:30:58

a professional plumber, right?

those two: 00:31:00

That won't completely destroy your drain . Something like that effect right now.

those two: 00:31:04

You've nailed your social.

those two: 00:31:06

Um, that's kind of how it works.

those two: 00:31:08

So there's a lot of times that a company will just struggle with all of this

those two: 00:31:15

cuz they're like, it's just too much.

those two: 00:31:17

The research knowing what's best writing.

those two: 00:31:21

I'm not a writer writing, you know, in a, in a professional voice.

those two: 00:31:25

That's not me writing for the Internet's, not me figuring out, so

those two: 00:31:29

that all, this is not a waste of time.

those two: 00:31:31

I've done this before.

those two: 00:31:32

It's a struggle feeling like, Oh, all the brands are just gonna do

those two: 00:31:35

this better than me, so why try?

those two: 00:31:36

Okay.

those two: 00:31:37

There's a, it's, it's a real struggle.

those two: 00:31:39

You can do it.

those two: 00:31:40

It's really not that complicated.

those two: 00:31:43

If you need help, Google's, you're probably your best friend.

those two: 00:31:46

Yes, you can get an agency.

those two: 00:31:48

Yes, you can get professional help doing this.

those two: 00:31:51

You may want someone to teach you.

those two: 00:31:52

You may just want to go, Look, I want someone to do this cuz I got, I have

those two: 00:31:56

better stuff to spend my time on.

those two: 00:31:58

I understand.

those two: 00:31:59

But generally speaking, you can prove that this works so that you're

those two: 00:32:05

more confident when you spend money.

those two: 00:32:06

So you really know what's involved and what's required, what's expected.

those two: 00:32:10

If you take a run at this yourself, okay, you can do it.

those two: 00:32:15

It gives you the experience of having done it, and I think that's

those two: 00:32:18

very valuable for you to try.

those two: 00:32:20

So here is a playbook for you for how to do this.

those two: 00:32:27

I've talked about can you find a keyword?

those two: 00:32:30

It has some volume shoot for something.

those two: 00:32:34

I mean, I love, I'd love to find a keyword with low difficulty, high

those two: 00:32:39

volume, meaning lots of searches.

those two: 00:32:40

Okay?

those two: 00:32:41

This is the dream, okay?

those two: 00:32:42

The dream playbook is you find a keyword that has a lot of searches for

those two: 00:32:49

it, but is very, very low difficulty.

those two: 00:32:51

It has high intent to you, right?

those two: 00:32:53

Someone who is looking for something that you serve, you

those two: 00:32:56

solve, you have a service for.

those two: 00:32:59

And that tells you, Okay, I could rank for it.

those two: 00:33:03

It's not that difficult and there's a lot of people searching for it.

those two: 00:33:07

This is literally like the dream because all it takes is

those two: 00:33:11

you take that keyword, right?

those two: 00:33:13

Write it down, maybe search it.

those two: 00:33:15

What are the related keywords?

those two: 00:33:16

What else are people searching for?

those two: 00:33:18

What are longer, um, tail things?

those two: 00:33:20

Are people adding to it or adding before it, right?

those two: 00:33:23

How does it fit in, in the context?

those two: 00:33:25

Now, what does that come to mind as?

those two: 00:33:27

You, the expert, you know, What does that what, When you look at that keyword,

those two: 00:33:31

what do you think they're searching for?

those two: 00:33:33

What is it that you think the problem that they're having is, how aware

those two: 00:33:36

are they in all the things that they need to know about that problem?

those two: 00:33:39

Jot down just bullets.

those two: 00:33:40

Just get your thoughts out.

those two: 00:33:42

Okay.

those two: 00:33:43

Being creative is hard.

those two: 00:33:44

It's hard for sometimes even the creative people.

those two: 00:33:46

Just get your ideas, put 'em out there, bullet 'em, boom.

those two: 00:33:50

Then write just a little bit about each bullet.

those two: 00:33:53

Then you compress it, boom, you're, you've got something, right?

those two: 00:33:57

You've got some content.

those two: 00:33:59

You may wanna use a tool like Grammarly to help you with making sure it spells

those two: 00:34:05

right, but keep it in your voice.

those two: 00:34:07

It's okay, you know, it doesn't need to be a professional master's degree writer

those two: 00:34:12

to be able to edit and tweak your stuff.

those two: 00:34:14

It's okay, you know?

those two: 00:34:16

Um, separate just one huge paragraph in two little chunks,

those two: 00:34:19

maybe one or two sentences.

those two: 00:34:21

Drop in an image or two that corresponds with.

those two: 00:34:24

What you're saying, go to like a stock site or something.

those two: 00:34:29

Maybe if you don't wanna spend any money, there are, uh,

those two: 00:34:32

Creative Commons media out there.

those two: 00:34:34

You can put 'em in there.

those two: 00:34:36

Then you've got an article, then you've got a page, you know something, and then

those two: 00:34:40

you can put that, add that to your site.

those two: 00:34:42

Now, if you, you know, if you know how to do that, awesome.

those two: 00:34:43

If not, maybe look.

those two: 00:34:45

Make sure that it's not gonna blow up your whole site to add something to

those two: 00:34:48

it, but at the end of the day, you've just done it one time, one week, and

those two: 00:34:52

you may be like, Whew, I'm exhausted.

those two: 00:34:53

I'm not gonna do this again for another month.

those two: 00:34:55

It's like, okay, fine.

those two: 00:34:57

If you have that persistence right, to keep going, if you're disciplined

those two: 00:35:02

to keep going to do this every week.

those two: 00:35:06

You know, a year from today, I think you would be shocked at the benefits

those two: 00:35:10

that it's provided you and the long term benefits it's now bringing in.

those two: 00:35:14

When you get this right and you do this right, it's incredible.

those two: 00:35:17

It's worth doing.

those two: 00:35:19

The benefits of non banded traffic, just to highlight a few, right, is to drive.

those two: 00:35:25

Traffic from people who don't know your brand to your website,

those two: 00:35:29

which is most of it, right?

those two: 00:35:31

The search market.

those two: 00:35:32

How many people are searching for businesses like yours in the serviceable

those two: 00:35:36

area around you, or that in an area that, or in a country or who have a

those two: 00:35:41

need that you can satisfy is vast.

those two: 00:35:44

I guarantee it.

those two: 00:35:45

And it's way bigger, way bigger than your branded, your branded traffic is.

those two: 00:35:50

So to tap into that is a huge well for your.

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They can be very intent driven.

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They can be very interested, they could be very great converting, high

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value, high ticket, longer retention.

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They can convert to, you know, branded traffic after.

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It's fantastic to get this right to win at this.

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There's usually a balance.

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Your branded traffic's gonna bring in some in your non-brand.

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It's gonna bring in some, the healthy balance, I don't know.

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Can't tell you.

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Not an absolute, but generally speaking, you know, there's a

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healthy balance between the.

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I like to think that non-branded is very high and branded traffic is much lower,

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and that that represents your strategy of bringing in and leaning heavy into new

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customers that may switch in businesses that are really dedicated in retention.

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I kind of lean more toward a heavier, non-branded traffic being healthier,

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more balanced for a business.

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So you've got your keyword, you've written bullets, you've

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now populated it with sentences.

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You've got a page, you publish it.

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Now you need to promote it.

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So, I mentioned before, you could swipe a few things out, give a

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tease, share some of it, make a video of yourself talking about it.

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You can promote it paid social can promote it with paid search on the same keywords

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that you're targeting when you use them.

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In paid search, I find that it speeds up.

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The time for things to rank because you're sending the traffic on those keywords

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to the webpage that you wanna rank for.

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And I also see, generally speaking, as long as you've done your, you know, as

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long as you've written a very relevant page or article that you're gonna get

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high relevance, high scores, meaning your paid search campaigns will over

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time cost less and drive higher results.

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And so that's a great thing to do in Tand.

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That's why I really like running, putting out my content, trying

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to push it organically and lifting it with some advertising

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to give it additional eyeballs.

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The more eyeballs that are hitting the page, the higher chance that

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it's eventually going to rank.

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This seems to be the way it works.

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I don't understand how it all works perfectly, but I do know that that works.

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So, You got your promotion going.

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Now comes the monitoring and the measurement.

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Right now you've gone from business leader marketer to SEO marketer.

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Now you're gonna put on your marketer analyst hat on.

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So you wanna look at things like, okay, how many pages you use, how many visitors

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am I getting here to this article, to this page, whatever it's that you've done.

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All right, and a certain over, over a span of.

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Could be a month, month to month to month, You know, you could look at that too.

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And then you're gonna wanna say, Okay, what's the time on page?

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How long were people there for?

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Before they left?

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How many people bounced or exited?

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Left, right?

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How many people went to another page, um, pages in this, in the

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session that they came in on?

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How many converted?

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What brought them to that page?

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Right.

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Was it a search or was it paid traffic?

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Was it social?

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All those things are very interesting to look at.

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Now, after that, you can assess, Okay, let's have three scenarios here.

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Number one, if it's going really well, , and you're like, Yes,

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and you pet yourself on the back.

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Good job.

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This is great.

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I'm gonna do more of this situation two.

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You're not sure if it's going well or if it's going bad, . Cause maybe some of

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it looks good and some of it looks bad.

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So it's like, I understand what's going on here.

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You've got a lot of traffic, but everyone's bouncing, you know,

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or got very little traffic.

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But it's, you know, when they hit the page, it's going really well.

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Each of those has a specific diagnostic thing you need to understand, which

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gets a little technical, so we're not gonna go into it entirely here, but

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basically know that if any one metric.

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Seems a little off or you want to know more about it, there is

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a diagnostic reason for it and a strategy to use to correct that.

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It may be that you wrote, you've written an article and it ranks for ranks for

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the keyword, but it also ranks for something else that you didn't intend.

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And then that is driving traffic.

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And those people are like, What heck is this?

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Right?

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, it happens, happens a lot in paid search.

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That's why you have negative keywords, but you don't get

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that luxury with, uh, organic.

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There's then maybe the need to make it more specific.

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There may be the need that what's on the page isn't really all that helpful.

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So take a look, maybe show it to someone else who's not an expert and

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say, Does this answer your question?

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What's your feedback on this?

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You know, things like that.

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Um, make sure the page is loading well for them.

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Okay?

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So things like that.

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Those where you pivot, right?

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That's where you go.

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Okay.

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And what do I need to update?

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What do I need to.

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And monitoring and measuring gives you that idea, tells you if it's

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hitting your goal, if it's successful.

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Um, you should know sometimes, let's say you started it today, I would say

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nine months from now, you could be fairly confident in something working.

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Now, after about three to four months from now, you should have some idea

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if you need to do a smaller minor.

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After about six months, you should know whether you need to do a major tweak or,

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or what's going on with that nine months.

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It should tell you if it's successful or not.

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Something like that, kind of a cadence for things you start today.

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So let's say you do one this week, next week, next week, next week, next week.

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Right for a year.

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Then at those intervals, 3, 6, 9 months from that week that you started it,

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you should have some pretty good things you could do to update, and now you

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can circle back around to updating or tweaking or changing existing articles

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or existing pages, things like that.

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That's the feedback loop that you want to be in when you are trying to nail down and

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get the most non-branded traffic you can.

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Again, there's some time required.

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You'll probably get to the point where it's less than two hours, but, and

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really focus on, yes, you're gonna have keywords you're focusing on.

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Yes, you're gonna have, you know, some, something on the page that you want

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them to want readers to look at or want people want visitors to be attracted to.

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But really focus on what your brand does really, really well.

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I wanna make sure this is cemented here at the end.

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Your brand does something really well to something better than everybody else's.

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What is that thing, right?

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What service?

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What unique aspect?

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Why are you in this business?

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Why do you care so much?

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What is it that's so valuable about working with you?

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Make sure that's cohesive, that that's felt in everything you do.

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Right?

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Make sure that's there.

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Make sure that that's a part of it, and they'll feel that too.

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It's not just about.

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Writing about clog drains.

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Okay, here you go, right?

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It needs to be helpful, needs to be valuable, and it needs to resonate with

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people that go, Oh wow, this was nicer.

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They do care about helping me.

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This is a brand or something.

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I like to trust.

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This is someone I want to, you know, connect with or, I like this.

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All of that, all of that is essential to doing this.

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There's a lot of search traffic out there.

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I guarantee it.

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There are tools.

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I mentioned a lot to this episode of all the things you can do to get the

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correct information so you can go, Okay, I think this is possible and

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these are the good opportunities.

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These are the opportunities that are okay, but they're too hard.

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, there's a lot.

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You're gonna need a lot of information to progress, but you can do it.

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And winning non-branded is all about.

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At the end of the day, people searching for non-branded things are searching for

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something that isn't tied to a brand.

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So they're looking for someone who maybe they don't know a brand that can do that.

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Maybe they don't know that there are solutions or that they're

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how bad their problem really is.

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You know?

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Those are the things you have to consider and think about and get

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and do really well at Kick butt.

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But it's not like you have to be a psychologist here or an expert

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market or an expert writer.

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You can write all these, you can do these.

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Look at some of the ones your competitors have done and just do

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it a little bit better than them.

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You know, it's usually a great place to start.

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So, um, all of this comes, comes around again.

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That it's another topic you can do.

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It's bite sized.

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You can do it at less than two hours a week.

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You can win in non-branded traffic.

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You can figure out what's going on and you can change it.

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You can figure out that and get it going.

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Well.

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This can completely transform your business, drive higher

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quality leads, and grow your business in such a phenomenal way.

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Smaller brands can do this, businesses can do this, and they

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just have to kind of shoulder that.

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It's gonna be a semi long term strategy.

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It always is.

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So I encourage you to go out and try it.

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If you have questions, if you have any feedback on this, feel

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free to get in touch with me.

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I'm on LinkedIn.

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Uh, again, we really appreciate you listening to the podcast