No-Hype SEO: A Realistic Formula To Making SEO Work For Your Business, Part 1

SEO- A realistic Formula
Looking to simplify your SEO efforts? Columnist Daniel Faggella has a simple formula for putting together an SEO regimen that will achieve results.

on December 29, 2015

SEO (search engine optimization) has come a long way.

After experiencing the “wrath of Google” years ago, some marketers have exited the SEO game and opted instead to use paid traffic to generate their leads and prospects. However, when done correctly (and ethically), there is no match for the longevity, consistency and quality of the lead flow you’ll experience from SEO. Today, I want to offer you an insider’s view of how to do this well.

All of my businesses are built entirely on organic SEO, and if I were to stop doing everything today, they would continue to experience high-quality lead flow consistently for many months to come. This just isn’t the case with paid traffic. Of course, the best marketing systems utilize both organic and paid traffic.

In this article, I’ll give you my thoughts on a time-tested and proven strategy for creating your SEO regimen.

Principles & Basics

All marketing is built on the notion of “desire” — i.e., you want something (whether it’s clothes, food, information, better abs or something else), and some business comes along with marketing promises to fulfill that desire.

In his book, “Breakthrough Advertising,” the late (and great) Eugene Schwartz stated that marketing could not (and should not) create mass desire, but that “it can only take the hopes, dreams, fears and desires that already exist in the hearts of millions of people, and focus those already existing desires onto a particular product.”

This is true. Great marketing, whether it be paid advertising or organic (SEO), is built on this principle. In the old days, the only way to tap into this mass-market desire was to show up in front of where the market happened to be (TV, newspaper or another medium).

This was (and is) both expensive and risky. If you pay large amounts of money to run an advertisement on TV, and you misdiagnose the desire of the market, you will not make any money.

Simply spending money on advertising doesn’t guarantee earning a return on that advertising.

Organic marketing, like SEO, provides you the opportunity to reverse this formula. Rather than needing to go out to where your market is located, you can attract your market, causing them to come to you.

This has changed everything: You can now put together marketing that fulfills the desires of your market very cheaply (or for free) without risking too much if you should misdiagnose or otherwise get it wrong.

SEO: The Self-Funded, Self-Regulating Lead Generator

Here’s a simple formula that will help you wrap your brain around SEO:

(B1 + B2 = DP), DP ≅ Your Organic Strategy = $$$

(Belief + Behavior = Decision Patterns), Decision Patterns Your Organic Strategy = Sales

The first “B” is belief. The second “B” is behavior. The belief and the behavior are always correlated; together, they make up the “Decision Patterns” of your prospects, (Tune into this interview with Artillery Marketing founder Douglas Burdett for more on determining buyer persona.) I’m going to get deeper into this in a bit.

When the “Decision Patterns” of your prospects are congruent with your organic strategy, your SEO kicks into hyperdrive, and you start seeing serious traction.

There are really four levels to your organic (SEO) strategy:

  • High Level (search terms, PPC terms).
  • Top of Funnel (indirect content).
  • Blog Level (relevant blog topics and lead generation tools).
  • Back-end (marketing automation and database marketing).

Today, we’re going to outline the first two levels, and in Part 2 of this series, we’ll tackle the last two levels.

Attractional SEO: Getting People To Come To You

The first level is “High Level.”

Instead of going out to set up shop in front of where the market is located, the internet allows you to build marketing assets that will “pull” your prospects towards your business. This starts with the Top Level of your SEO strategy: determining the terms specific to your offering and your market.

Many refer to these as “PPC Terms” because they are the terms your prospects are putting into Google when looking for a solution. (If you’re a little rusty on your PPC definitions, this article fromPPC Hero provides a succinct glossary.)

We do this by outlining the belief and the likely behavior of your market. For instance, if you are an online marketing consultant who serves affluent businesses in Boston, you might come up with this list:

  • Email marketing consultant Boston.
  • Digital marketing agency.
  • Experienced InfusionSoft consultant.
  • Landing page optimization expert.

This is your master list, but it’s only the top level. Remember, there is a correlation between the things people are looking for and the behavior they perform. This means your search terms will be divided into different levels of quality, which we’ll get into later.

The second level is your “Top Of Funnel.”

The top of funnel is the area of indirect interest. For instance, using the same scenario as above, you might come up with this list of “Top Of Funnel” terms:

  • How To Make Better Email Newsletters.
  • How To Create Profitable AutoResponder Series.
  • Compare InfusionSoft to Hubspot.
  • Case Study of Email Marketing for E-commerce Business.

These are all going to attract people who are interested in your specific offering, and you can use these to create the “building blocks” of your SEO strategy. Webinars, white papers, free reports and other such “opt-in” devices can be created from these “Top Of Funnel” terms.

Next week, as we get into the second two levels, I’ll show you how to connect all of these levels together into a seamless regimen. Before then, here is your homework:

Create your list of “PPC Terms,” and, from there, your list of “Top Of Funnel” devices. Like a car on a long road trip, these two lists will act as your map and your guide when we start creating blog content and database marketing material to monetize your SEO system.

Tune in next week for Part 2 on making SEO work and generating more traffic for your business.

 

 

29 Checklists and Cheat Sheets to make Marketers’ Lives Easier

Checklists and Cheat Sheets
To Make Marketer’s Lives Easier
Business 2 Community
Checklists and Cheat Sheets by Natasha Alex December 10, 2015

Digital marketing is a multifaceted beast that evolves and gets more complicated every week. With so many different ways to reach your audience, it’s important to stay on top of the latest tactics and trends.

From content and social to analytics and retargeting, you’re staying up to date on it all. It’s a lot easier when you can do so with simple, easy-to-digest guides. So I’ve pulled together 30 cheat sheets and checklists to keep your digital marketing fresh and make your life easier.

1. Periodic Table of Content Marketing

image: http://cdn.business2community.com/wp-content/uploads/2015/12/the_perdiodic_table_of_content_marketing-blog-full.png.png

the_perdiodic_table_of_content_marketing-blog-full

This periodic table is a unique chart highlighting the important terms in content marketing. it covers everything you need to keep an eye on. From content strategy to metrics, it’s an all-inclusive index that can help you deliver great content.

2. The Ultimate Cheat Sheet for Awesome Marketing Emails

Email marketing is a key element of any campaign. From the subject line to the email footer, every section of your email contributes to its overall ability to convert. If you think you’re having trouble with your email outreach, this cheat sheet from HubSpot can help you dissect your emails and optimize each aspect of your campaign to obtain the best results.

3. A Detailed Guide to Photo and Image Sizes on Facebook, Twitter, YouTube, and More

When it comes to social media, great visuals increase engagement. But this only applies when your pictures are relevant, eye-catching, and of course, optimized. With so many types of images to choose from, it’s not easy to keep track of the rules for each network.

image: http://cdn2.business2community.com/wp-content/uploads/2015/12/twitter-image-sizes.png.png

twitter-image-sizes
This handy infographic shows you all the different images in your social media profiles, along with what they’re used for. It includes recommended sizes, image scale, etc. to make it easier for you to get the most out of your images.

4. Advanced Content Promotion Checklist

Writing content is hard, but promoting it is even harder. With all the distribution tools and channels available to you, it gets tough to keep track of where you’ve promoted your piece and where you’ve yet to share it.

And that’s after figuring out what to do in the first place. Process Street has created a great checklist to streamline content promotion, originally made for themselves before giving us all access.

5. Google Analytics Cheat Sheet

Google Analytics is an absolute essential for any marketer, and this cheat sheet from Portent has you covered. From setting up your account to tracking your goals and conversions, this cheat sheet can really help you get the best out of Google Analytics.

6. Retargeting Cheat Sheet

image: http://cdn.business2community.com/wp-content/uploads/2015/12/retargeting-cheat-sheet.png.png

retargeting-cheat-sheet

This cheat sheet simplifies the process of retargeting your customers. It covers the basics to get you started, along with advanced tactics and tips to help you succeed.

7. The Ultimate SaaS Metrics Cheat Sheet

Chart Mogul created this cheat sheet with every important metric you need to know for your SaaS. What’s covered: which ones are important, why they’re important, and how they’re measured. All condensed into a simple 2-pager.

8. The Web Developer’s SEO Cheat Sheet 3.0

image: http://cdn.business2community.com/wp-content/uploads/2015/12/moz-seo-checklist.png.png

moz-seo-checklist

Moz, an industry leader in SEO, created this fantastic cheat sheet for SEO newbies and professionals alike. It’s constantly updated by the Moz team, and is great help for web developers to keep their work SEO-friendly and up to date.

9. The Ultimate Inbound Marketing Checklist

This comprehensive checklist covers all the essentials of inbound marketing. Drafted like an ebook, it not only tells you what to do, but how to do it. This guide is a must-have for any marketer’s toolbox.

Recommended for YouWebcast: Sales and Marketing Alignment: 7 Steps to Implement Effective Sales Enablement

10. 101 Copywriting Dos and Don’ts

This PDF from Copy Hackers contains all the dos and don’ts of writing great copy that converts, from how to order your bulleted lists, to which famous authors should inspire your copywriting.

11. Google Adwords Cheat Sheet

Google Adwords can get a bit confusing, so Perry Marshall and Bryan Todd came together to create a resource to help. It shows you how to set up, the rules you need to keep in mind, and how to write ad copy that works. It also goes on to define some of terms that might have seemed like gibberish when you first got started.

11. Local SEO Checklist

This checklist is a great way to keep track of your local optimization. From on-page SEO to social signals, this list covers every aspect your SEO to manage your process in the easiest way.

12. Social Media Marketing Checklist

Social media is an essential channel for marketers and this infographic can help you manage your efforts and make sure you don’t miss a beat!

image: http://cdn.business2community.com/wp-content/uploads/2015/12/social-media-marketing-checklist.png.png

social-media-marketing-checklist

This fill-in-the-blank infographic will guide you through setting up the beginnings of a social media marketing strategy, from identifying your audience through measuring your results.

13. A Complete Conversion Rate Optimization Checklist

Conversion science can get messy when you don’t know what exactly brings you conversions. This checklist helps you streamline the process and identify the factors that can be optimized to improve your overall CRO, from choosing KPIs through designing A/B/ tests.

14. Google Analytics Metrics and Dimensions Cheat Sheet

Google analytics can be confusing to a beginner. It can take forever to discover all the data it’s tracking without a guide. This PDF helps you understand the metrics and dimensions you need to figure out the various aspects of your customers’ interaction with your website.

15. The Ultimate SEO Checklist

The Ultimate SEO Checklist from Leapfroggr covers on-page and off-page SEO for anyone who’s looking to make sure that their website has a good foundation for their digital marketing strategy.

image: http://cdn.business2community.com/wp-content/uploads/2015/12/ultimate-seo-checklsit.png.png

ultimate-seo-checklist

But unlike most other SEO checklists, it’s not a list of the ranking factors or how to optimize for them. It’s fully covers creating an SEO strategy, from performing market research to reputation management.

16. The Shelf’s Blogger Outreach Checklist

When it comes to reaching out to bloggers or influencers, any old email just will not do. This checklist from The Shelf covers the essentials of your outreach for the best results, including best practices and sample outreach emails.

17. Site Audit Checklist

Site audits can be intimidating, but Annie Cushing (aka Annielytics) makes it easy with her site audit checklist. It’s in the form of a Google Spreadsheet, so you can quickly make a copy and start tracking things yourself.

It becomes a lot less daunting to check track your work one section at a time. The sheet includes the initial data pulls, architecture, analytics, e-commerce, and pretty much everything you need to make your audit a breeze.

18. Universal Analytics Cheat Sheet

This comprehensive cheat sheet simplifies Google Analytics. It has three sheets that cover general usage, method and field reference, and limits and quotas.

19. Startup Launch List

image: http://cdn2.business2community.com/wp-content/uploads/2015/12/startup-launch-list.png.png

startup-launch-list

The Startup Launch List is an amazing compilation for budding entrepreneurs. Its reading list gives insights into each aspect of building a startup – from the initial idea to raising finances from investors. These tidbits from experienced hands can help you get your idea up and running.

20. The Social Platform Cheat Sheet

There are so many social channels out there, and they’re constantly changing. This cheat sheet guides you through the main platforms, who’s on them, and how to engage them.

21. .htaccess Cheat Sheet

Redirecting pages can get a little tricky for anyone without a technical background. This cheat sheet teaches you the basics for redirection, security, and other rules.

22. The Ultimate Guide to Twitter Advanced Search

Twitter’s one of the best ways for a brand to engage with its customers. And advertising there has proven awesome for many marketers. Even if your company doesn’t even have a Twitter handle yet (but it does, right?), you can find leads, track brand mentions, follow important topics, etc.

This Zapier guide is your way into the world of tweets, with its step-by-step guide to using advanced search to get real time data about your customers.

23. The Google Guide to Making Search Easier

Google advanced search is an essential skill for any marketer. This search guide can help you use search operators to get specific search results on Google.

You can use this to find really specific content, search unique mediums, and perform any kind of research faster.

24. A 50-Point Checklist for Creating The Ultimate Landing Page

When your landing page is your key to conversions, it’s important to make sure that you’re not missing any key elements. This Unbounce checklist highlights all the essentials of a great landing page so that while you’re building one, you don’t miss anything.

25. Website Usability Checklist

Building websites can be difficult for marketers, and in the process of making a beautiful site, it’s easy to lost sight of usability when you’re not an expert.

image: http://cdn.business2community.com/wp-content/uploads/2015/12/web-usability-checklist-1024×474.png.png

web-usability-checklist

The website usability checklist covers the common problems faced by users on a website. From forms to navigation, it helps you make sure that your site is not only well designed, but also user-friendly.

26. The Ultimate Google Algorithm Cheat Sheet

Google is constantly updating its algorithm to provide a better user experience. Neil Patel has created a cheat sheet to simplify these changes and help marketers make sense of the ranking factors and how they can affect your website.

27. The Keyword Research Cheat Sheet

As a marketer, you know how important SEO is. This keyword research cheat sheet covers the basics of the way keywords work and how you can use the best ones to bring in relevant, converting traffic.

28. The SEO Cheat Sheet for WordPress

WordPress is the easiest way for marketers to get their blog out there. By using themes, connecting your blog to useful plugins, and a few other tricks covered in this resource, you can optimize any page.

29. Website Launch Checklist

The launch of a website is stressful enough as it is, without the hassle of forgetting something simple like checking links. Launchlist makes sure that you’ve got all your bases covered before your site goes live.

Prepare Yourself

Most marketing missteps come from skipping a step, rather than actually not knowing what to do. We’re busy, we’re stressed, and we handle it really well most of the time. And with checklists to ensure accuracy, we can handle it well all the time.
[Source: http://www.business2community.com/marketing/29-checklists-cheat-sheets-make-marketers-lives-easier-01399754#D5RKwYfTEchq047U.99]