This page is all about SEO.
I built this page to help you, the rockstar agency owner with the following:
- Understand the fundamental principles and factors involved with organic search.
- Get the latest insights and information on what is working and what isn’t.
- Learn the technical aspects and the execution of important aspects of SEO.
- Identifying opportunity with clients in organic search.
- Communicating the benefits of organic search to clients.
- Plan, develop, and deliver on on-going campaigns for clients.
- How to confidently talk about SEO to anyone and become an expert if you wish to be.
Basically, I’m going to teach you just about everything you need to really level up your organic search service and add significant revenue to your business.
I promise you a couple things.
I won’t hold back, and I won’t lie.
I’m not going to tell you one thing but secretly be executing on another.
If there’s one thing that I hate, it’s SEOs hiding behind smoke and mirrors and the mysteries of the industry.
I won’t promise you many things though
I don’t promise this page will be totally well organized (if you want more structure get the training by opting in at the top of this page).
I won’t promise I will always be right and I certainly won’t promise that you’ll always agree with me.
But I’ll try my best. And I’ll always be transparent.
You can think of this page as your online, long-winded learning portal, filled with search engine optimization tutorials, lessons, rants, news (sort of), and actionable insights to help your agency.
I’ll try to keep the spelling and grammar to a respectable level – but no promises there either.
If you’re still reading this, then you likely really want some SEO training. Let’s get started with some important things you need to know, and understand.
What is SEO?
SEO, or search engine optimization is the process of optimizing a website’s technical aspects and content to deliver the best possible user experience in a way that helps increase visibility within the organic placements of the search engine results pages.
There’s a lot more to it than that. But that’s the gist of it.
The equation to do this is as follows:
1. Focus on the searcher.
2. Create amazing, high quality content, products, and services that your potential clients care about.
3. Fix any technical website issues that may be limiting visibility.
4. Optimize your content so that it is relevant to what the searcher is looking for.
5. Promote your website in a way that attracts high quality, and relevant inbound links.
Good SEO is a continual, long-term process.
It’s like investing.
No one is going to tell you that if you put a few dollars away for three to six months that you’re going to experience 100x returns at the end of it.
So is telling someone that if they invest $500 per month for 6 months that they will see increases in traffic in the long-term that will significantly impact their company’s revenue.
SEO is an investment.
There are different strategies and tactics. Like investing, each of these come with a varying degree of risk and reward.
There are short-term strategies and tactics, and there are long-term strategies and tactics. Just like investing.
Are you following along? Good.
If you pay for short term strategies and tactics you’re going to get short term results.
Don’t get me wrong, people make good money off of short term results every day in this industry – both businesses and individual site owners.
But it’s important that you stop and realize that if you think you paid $6000 for a significant bump in your overall revenue in the long-term, then you’re likely kidding yourself.
Some people get lucky. Some people’s high risk turns into high reward.
Some people don’t get lucky. They invest in a risk strategy or tactic right before a crash.
SEO is an investment. That’s a theme of ours here at SEO Brothers. You’ll hear a lot of that.
We are transparent with our agency owners and help educate you to be transparent with your clients.
While we like to move clients toward long-term strategies, we understand that budget doesn’t always allow for that.
It’s our goal to best serve you, the agency owner, to best serve your clients.
We will always do that.
Why SEO is here to stay
Every couple years (and almost every couple weeks the last little while) I hear the same thing over and over again.
Is SEO dead?
No. It’s not.
Like in the investment world, when the “norm” gets flipped upside down, opportunity presents itself.
SEO is no different.
When people say SEO is dead it’s because it stops working for them. This usually happens because they were using short term strategies, and like we all know now, those strategies don’t last forever.
Unfortunately for most of those consultants, those short-term strategies were the only thing they knew.
Therefore, to them, SEO was dead.
Which is an opportunity.
You see if your competitor stops investing in organic search because they are scared, that is the exact time you should be doubling down.
People get rich in market crashes.
You can gain a lot of ground on your competitors during uncertainty in this industry.
The three major areas of SEO
Should we call them pillars? Sure, lets do that.
Boiling down SEO into three groups is difficult, but I’ll try – for the sake of this guide – to lump many things together into one of three categories.
These categories pillars of SEO are as follows:
1. Everything that can be controlled that goes on a website (referred to as on-page SEO).
2. Everything else that impacts visibility that is outside of a website’s direct control (referred to as off-page SEO).
3. How you research, plan, develop, and communicate the above two things to the owner of the website (lets call this research & project management).
Before we break things out and get into the nitty gritty…
I want to share a few things that we’re up to here.
We have paid courses coming soon.
We will always share tactics, strategies, and advice here on the website.
That’s not changing.
However, we realize that for some of you, you are looking for a little more.
And we know that although we’d love to work with every agency out there, that we aren’t the right fit for everyone.
So we thought we’d create courses that can help you out even if you don’t want to work with us.
Our courses are being built based on demand and feedback from our current agency partners.
Redesign SEO Course
This course has been built based on our Website redesign SEO service and process. It teaches web developers and SEO specialists how to successfully complete a website redesign SEO project on their own. In this course, we take you through one of our own redesign SEO projects and gives you an over-the-shoulder look and explanation on what’s happening.
Specialist Training Course
This course is designed to help you quickly and easily on-board an SEO specialist. It is also great for training existing in-house SEOs on the best practices and what’s currently happening in the industry. It includes all of our client deliverables that you can use to customize as your own.
Account Manager Course
This course focuses on helping the account management, project management and sales teams better communicate with clients. From delivering reports to up-selling services, we take you through how to talk the talk and communicate the benefits of organic search.
These courses will launch one at a time during Q2 and Q3 2017. If you aren’t already on our mailing list be sure to subscribe as we’ll be communicating their launch that way.
Who is this training for?
We are building these courses from feedback from agency partners. If you’re a growth-focused small digital or web agency, you’ll likely get the most benefit out of this. However, freelancers and web professionals, along with businesses looking to train in-house SEOs will also benefit from this training.
I sort of breezed over this paid training because, well, it’s not complete yet.
But we’re really excited about it. Get on our mailing list if you want the updates.
Now, let’s get back to it.
Research, Planning & Communication.
I’ll throw in some product and solution development bonuses as we go along as well.
Again, I’ll try to structure this page / guide as best as possible.
I’m constantly adding to it so never feel as though it’s done. I’ll be adding more when I have time.
Research, Planning, and Communication
Before we dive into execute an SEO strategy and getting into too much detail on how to do all of the important aspects, we need to understand a few things.
We need to know what we CAN do for a client.
We need to understand how to spot opportunity.
And we need to know the industry language.
We’re going to start off with auditing.
You’ve likely heard us throw that word around quite a bit as many of our solutions start with a good old fashion SEO audit.
Audits vary in size, shape, and price depending on the budget of the client, opportunity, and size of the website.
You should start by learning about SEO audits.
You can do that by clicking here.
Keyword & Competitive Research
Next up in the research phase is keyword research and competitive SEO research.
These are arguably more important to the audit – as without a good foundation of research it’s tough to plan a good campaign.
I wrote a bit on keyword research here. It’s a little old now and I’ll revisit it soon.
So far that’s all I’ve got for this phase.
Trust me though I’m in the process of writing great stuff about competitive research, managing expectations, delivering reports and selling in SEO. All this and more soon.
Don’t want to wait for me to publish on the blog? Get our bite-sized training via email by subscribing at the top of this page.
On Page SEO
I would argue that on page SEO can deliver the best ROI.
It’s the secret weapon in SEO because many consultants overlook it, or just breeze through it without really digging deep.
Because it’s not as sexy as link building or off-page SEO.
It can be a bit tedious.
But it’ll multiply everything else you do to your website after.
I’ve previously written a bit about on page SEO, including our website redesign SEO process.
I’ll make sure I revisit all my other content sooner than later to bring it up to current day standards.
Through this post you’ll explore topics like keyword mapping, content siloing, internal link structures, eCommerce optimization. We get into the fun of optimizing meta data and so much more.
Start with the on-page SEO section. You can go from there.
Off Page SEO
This is where the magic happens.
Or something like that.
There is a lot of aspects of off page SEO.
Link building, outreach, citations, profile and listing management.
Finding a way to attract high quality and relevant in-bound links is what’s going to set you apart from the competition. Both in terms of ranking your website, and in offering a good seo solution.
There are some agencies that want nothing to do with off-page SEO.
I don’t blame them.
You can make great money (and add incredible value to your clients) with only optimizing the website itself.
However, I feel like you’re under serving your client that way.
Depending on their budget, there is usually something you can do that will have a positive ROI.
Not always. But usually.
Off-page SEO covers a lot.
This is the area of SEO where you get into a lot of the hats.
We want to educate you on everything that’s available to you.
Remember. Some things are more risky than others.
We’ll never discuss anything that’s black hat. Granted, our definition of black hat may be a little different than others.
To us, black hat SEO is anything illegal or unethical that manipulates and/or harms technology or individuals. Think hacking, social engineering, phishing, etc.
There are strategies out there on the “grey” side that work like gang busters. They are the higher risk and higher reward type strategies, and are often not long-term strategies, or need to be paired with longer-term strategies.
But they are also worth mentioning.
We aren’t a one-sized fits all in terms of link building, because despite what you’ve heard you don’t actually need a large pbn in order to rank a website.
They certainly do help.
But we don’t pretend that they are your only solution.
I’m sort of leaving you hanging here a bit, and for that I’m sorry.
We’ll add in better structure to this page and much more content is in the pipeline to enlighten you a bit more on the world of search engine optimization.