Despite what some companies might try and peddle, there is no workable, one-size-fits-all approach to SEO. No two companies have the same budget, goals or expectations. These differences become even more apparent when we compare SEO for startups, SMBs, and enterprise companies.

Startups are desperate to get a business off the ground. SMBs are looking for new ways to grow and expand. Enterprise companies want to dominate their market.

I’m generalizing here, of course. Every business is different – which is why every SEO strategy should be unique – but there are some key differences all SEOs (and businesses considering employing one) should understand if they want to be successful in increasing the organic visibility of a startup, enterprise or SMB website.

Continue reading Strategy Teardown: How SEO Differs for SMBs, Startups and Enterprise Companies

In the latest episode we talk about the differences between link-earning and link-building. These are both essential to SEO, but Google greatly prefers link-earning over link-building. Do you know the difference?

● 1:25: How link-earning works and how it compares with standard link development.
● 3:40: Where I publish the content that brings in links, as well as details on why my content works.
● 4:35: Why knowing your customers helps you earn links.
● 7:10: Aaron’s thoughts on the two most important qualities to have when you are trying to earn links, as well as my contrasting thoughts.
● 10:20: How gaps in the industry can help you build your brand and earn links.
● 11:55: Thoughts on creating a resource or anchor piece that does the work for you.

Launching a community takes more than a “build it and they will come” mentality. It requires a strategic approach to growth. Using content marketing can help supercharge your community, but it also works in reverse: your own community can help give your content marketing a boost, whether you’re promoting an ebook or new course product. Ideally, your community and content marketing should work in tandem to help grow your business.

Content marketing is worth it if you have a strategy in place that helps grow and nurture your community. Doing it blindly and producing content just for the sake of a few clicks is unlikely to be sustainable, but focusing on its fluidity and connecting its moving parts creates big gains. Here’s how to really use content marketing to launch, engage and scale a community.

Continue reading How to Use Content Marketing to Launch, Engage, and Scale a Community

In this episode I pick Aaron’s brain on LinkedIn and how he leverages it. Aaron has been crushing it and he shares his strategies and tactics that have helped him find and build an audience.

Some of the highlights of the show include:

● 00:54 How LinkedIn has changed and how they are trying to be a popular social media network.
● 02:17 Crafting impactful stories for a status update. Using pure text with no outbound links.
● 04:48 Crafting careful updates with a structure that generates curiosity about what is behind the “see more” button.
● 07:54 Tactics of getting an audience together and being smart about the direct message strategy.
● 10:47 Strategy of creating the story and then editing it down to 1300 characters.

Today we’re going to talk about how to grow your business to one million dollars and beyond. A lot of people get stuck and aren’t sure how to reach that elusive 7-figure goal.

● 1:00: The method of breaking down your goal by month. In short, you need to reach $80K per month to reach one million dollars, so you need to decide how to get to that point.
● 2:30: The importance of breaking down your goal by the number of clients. How much does your typical client spend, and how many customers do you need to convert in order to reach $1M per year?
● 5:30: Evaluating what you need to do to get the traffic you need that will help you convert more visitors into customers, which will help you reach your goal.
● 10:00: Why size matters. How big is your market? How big is your channel? These make a difference.
● 11:30: Why niching down might not be the best strategy.

Red tape and bureaucracy are requirements to adhere to certain rules or follow particular processes. While every organization has a bit of red tape, some have much more than others.

This can make life difficult for marketers.

“Businesses are, on average, far less adaptable, innovative, and inspiring than they could be and, increasingly, must be.

It is the unchallenged tenets of bureaucracy that disable our organizations—that make them inertial, incremental and uninspiring.” – Gary Hamel, writing for Harvard Business Review

As a general rule, the bigger the company, the more hoops you’ll need to jump through to get things signed off and complete. There may be multiple people who have to approve ideas or check through content. You might even need to get the green light from legal teams.

Does this sound familiar?

It doesn’t have to.

Continue reading Marketing With Two Hands Tied Behind Your Back

In this episode, talk about how to get your product, service, or brand in front of the journalists, editors, contributors and publishers who will cover your story, create content about you, and get your name out there. If you have nothing new happening or you’re a brand-new business, how can you get PR? That’s the topic of today’s discussion.

  • 1:45: How to create a pillar piece of content, whether that’s 10x content or something else that’s epic. You want to create value and show people how you’re changing the world.
  • 2:50: Why you don’t have to necessarily talk about your own business or product and what you should do instead.
  • 3:45: Why you should not create a press release but instead create a press kit.
  • 6:15: A plan that will help you know who are the right people to contact.
  • 9:50: How to go from having a list of the right people to getting yourself in front of them without spending a lot of money and without being annoying.
  • 11:50: Tips on leveraging the power of social media and networking platforms.

In today’s podcast we’re talking about SEO for e-commerce, and what you can do to optimize your e-commerce site to rank well and increase relevant traffic to your store.

  • 1:45: The differences between an e-commerce site and a regular website and how to deal with those differences by focusing on the right pages.
  • 4:30: The number one mistake people make when creating their e-commerce sites.
  • 8:20: The top factor on getting a site to rank well and how to bring that factor to your site.
  • 10:00: Thoughts on optimizing for mobile-friendliness to increase clicks.
  • 12:50: Recommended platforms to use for your e-commerce site.

There are many processes you can follow when creating a content marketing campaign.

You can sit down with your team and brainstorm a campaign and strategy.

You can adapt a campaign that worked well for you in the past.

Or you could reverse engineer a campaign that’s been successful for your competitor.

Continue reading How to Reverse Engineer Successful Content Marketing Campaigns