The mindset of an employee versus a profit maximizer

One of our team members asked if they should increase the budget on a campaign from $80/day to $140 a day.
Here’s what I said.

Please choose whatever budget you see fit in your expert opinion.
You’re the pro!

You know our business goals and are best positioned to determine what tweaks to make to maximize revenue at the target ROAS.

Since we know in eCommerce, unlike most agency work, it’s not about a daily budget (which is about managing expenses), but about maximizing profit (at whatever spend maximizes this).

A typical agency employee has the goal to spend exactly $X as the budget– which can be too low if the campaigns are profitable, but too high if we’re wasting money.

So use your pro skills to test and optimize, while we’re here to advise in our areas (me on strategy/optimization), the client on content/financials, Daniel on analytics, etc…

How BlitzMetrics helped me see the light on SEO investment

Chris Thompson is the CEO and cofounder of Mike Mandel Hypnosis, a global online destination for world class hypnosis and personal development training.

This week I had the pleasure of hopping onto a Zoom call with Dennis Yu. We had scheduled an SEO audit of my website. I went into the meeting thinking we were probably doing pretty well, but would naturally have some decent opportunities to improve.  

Then Dennis started ripping through various reports from SEO tools, Google Analytics and more. He beat me up. But I say that in the best possible way. I knew we had opportunities, but Dennis blew me away with just how much opportunity SEO offers us in our niche of hypnosis and personal development training.

The first thing Dennis pointed out to me was that we only have about 600 pages indexed in Google. For a global business offering online education, having been around for over 10 years, we should have a lot more text for Google to crawl.

Simply put, it’s like we’re showing up to a target shooting competition, and every time we hit the target we get website visitors. But we hardly have any ammunition, so we’re just sitting out of the competition most of the time.
To solve this we simply need to publish more content, which, as it turns out, is a relatively low cost investment path compared to what we’ve been doing with paid ads on Facebook.

We’ve got three clear paths to get more traffic.

First, we can take the shotgun approach.

We have a huge library of content published in audio and video format. We’ve never published most of this in text format. So other than some lame (from an SEO perspective) podcast show notes, we’re just not showing up for a bunch of keyword competitions.

Solving this is something I can do with a bit of money, but thankfully without investing a lot of my own personal time.  I simply need to build the proper support network of assistants who can take existing content and turn it into articles.

The second path is the sniper approach. Dennis showed us examples of keywords that we should be able to dominate with a little bit of work. These are keywords with reasonably high traffic, for our niche, that we have simply never written about.

If you’re curious where you rank on Google so you can optimize your keywords, you can find out here.

Fixing this means researching the top ranking articles, writing something better, and publishing it to our site. We’ve done this before, but we clearly need to snipe off more of these important keywords by writing best-in-class content.

We’ll approach this by hiring skilled writers to join us on Zoom calls, plan out the content, and give the writers access to the recording and transcription of the call, in order to pull together some killer content.

The third leg of our strategy is link building.  Dennis pointed out that our overall link profile is pretty weak. If we put a bit of effort into approaching industry friends with custom-written guest posts, we can build more incoming links in an entirely ethical way.

After the SEO audit with Dennis, I sat down to do some back of the napkin math. If we took the money we are currently spending on PPC traffic and simply invested that in original content creation for the next six months, we may well boost our organic traffic by 100%, which could drive 50% more revenue.

Considering the SEO benefits would be long-lasting, whereas buying traffic is a monthly expense just like household groceries, it seems like a total no-brainer to expand our traffic investments with content marketing.

If you’re reading this I obviously don’t know what opportunities exist for you in the SEO world, but it seems to me that it’s worth finding out. 

Get a professional SEO audit. The return on investment could be superior to any paid traffic campaigns you are currently running.

I love seeing our SEO getting cleaned up!

In this case, filing reports with Google to disavow spammy links that are hurting us.

When low quality websites link to us, that can hurt us, since Google thinks we’re buying garbage in attempt to manipulate search results.

They don’t know if it’s us buying, a SEO company who bought them, or a competitor trying to harm us.

So they assume we’re guilty until proven innocent when they see these spammy links.

Meaning we have to reach out to these sites to ask them to remove these links. And then file a proper disavow request to Google saying that these links aren’t ours– that we’d never attempt to cheat the system.

We can easily find toxic links through SEMRush’s Backlink Audit tool, which gives us a list of all the backlinks to our site – good and bad.

We also get their toxicity scores, which is a measure of how spammy these domains are.

We select all the domains with high toxicity scores, looking through them carefully.

Then, all we have to do is export this list into a .txt file – SEMRush makes it easy – and submit it to the Google Disavow Tool.

Google Lighthouse is a game changer for anyone with a website

Google Lighthouse is a game changer for anyone with a website

You probably are aware of Google’s Pagespeed Insights– a free tool that ranks how your website performs on mobile and desktop and provides suggestions.

And you might already be using the Developer Tools inside your Chrome browser to troubleshoot how particular elements of your website load in real-time.

Yes, I know our own website scores poorly– we have many things to fix!

Hey, but at least we got a 96 on SEO.

But did you know that there’s a tab called Lighthouse, which gives you scoring information on your site right there?
If you have Chrome on your desktop, you already have it, but might not have seen the option:

Click over to “Lighthouse” and you’ll see these handy stats right there:

We get 4 scores: performance, accessibility, SEO, and best practices. Each of these scores are broken down into components with links on how to address each problem:

I like to think of Google SEO tools as like Microsoft Office– there are so many features that we don’t even know exist!

Much of this Google webmaster stuff is technical. But as a business owner or marketing specialist, you’ll want to generally understand what Google thinks of your website so that you can hire someone to fix them.

The good news is that the main components of SEO do not require an engineering fix— simple WordPress plug-ins will get you most of the way there with on-site SEO factors, while you ability to produce content that gets exposure will drive your off-site SEO factors. In other words, Google is looking at whether people are talking about you to decide what searches you should rank for and how prominently.

I’d recommend running the Lighthouse report once a quarter on your website, whether you are a marketer, business owner, or agency.

If you’re an engineer or sophisticated agency owner, Google provides developer documentation on how you can run Google Lighthouse programmatically– to generate and share reports with team members.But for the rest of us, we are happy to use the web-based tools and browser plug-ins.

Want to see how I analyze website performance and local rankings?

This will help any local business, not just assisted living facilities trying to rank in map results.

Find out which of these issues may be affecting your SEO.

Why your nursing home is not ranking on search

Mark and Dennis perform an audit on a few local facilities demonstrating the importance of good site speed and proper tooling.

Posted by Senior Scorecard on Thursday, January 2, 2020