Episode 18: What is SEO and why it’s still the best way to get in front of customers with Jon Dawson from Digital Ninjas
03/09/20 • 31 min
What you will learn in this episode
- What is SEO and why it’s important for your business
- Why it’s so important to be on page 1 of Google search results
"As the search engines get better at indexing the results and showing the correct information to people, fewer and fewer people go to pages two and three. So if you're not on page one, particularly the first half of page one, then you're going to get very little traction from search engines." - Why Google Ads is the best way to get in front of the customers who are looking for your services and products.
- The differences between SEO (search engine optimization) and SEM (search engine marketing)
- If people search for something, the top two to three results will get 80% of the traffic. Those that are lower down the page get rapidly diminishing returns.
- The challenges of SEO (it’s not actually free! Time=money)
- Why you should always start with paid before organic
- You don’t necessarily have to pull back on your paid search if your organic SEO activity starts to take off
- How to increase your organic SEO ranking
- Important factors that search engines look for on your website
- What are H1 and H2 headings and why they are important
- Changes in SEO over the last 10 years
- Don’t be too concerned with Google Algorithm updates. Just stay focused on quality content and a good experience for your customers.
- How social media effects your SEO rankings
- SEO tools that Jon uses everyday
- When thinking about potential keywords for your business, think about queries and questions as opposed to individual words
- Why it’s important to measure your SEO activity through Google Analytics
- How to formulate your SEO plan if your business is in a competitive niche
- What is remarketing?
Resources mentioned
Google Ads
It takes at least three to six months to see a return on the time and money that you invest in an organic SEO strategy.
If you're starting with SEO today, create content and create content for your customers. Don't worry too much about what the search engines want, worry about your customers. That’s the number one thing.
Ahrefs – helps you learn why your competitors rank so high and what you need to do to outrank them
SEMrush - Online Visibility Management Platform
Dr Dave Chaffey : Digital Insights
What business would you build on Mars?
Jon Dawson:
Okay, that's a an interesting question. So I'm the first settler, I think I'd probably go for something in the healthcare space, on the assumption that other people would be following behind me and some of those people would have healthcare needs. So maybe I'd have an integrated service like the GPs available, but also maybe a gym. I could start a gym franchise within there. People need health services wherever they go.
Brendan Hill:
So a maybe like an F45 on Mars.
Jon Dawson:
Yeah, I probably wouldn't allow F45 to franchise, I'd start my own franchise. But they're a very good business model. I do like the F45 model.
Reach Jon here
To see the full episode transcript and get a listener exclusive 3 month free trial of Metigy, visit metigy.com/podcast
What you will learn in this episode
- What is SEO and why it’s important for your business
- Why it’s so important to be on page 1 of Google search results
"As the search engines get better at indexing the results and showing the correct information to people, fewer and fewer people go to pages two and three. So if you're not on page one, particularly the first half of page one, then you're going to get very little traction from search engines." - Why Google Ads is the best way to get in front of the customers who are looking for your services and products.
- The differences between SEO (search engine optimization) and SEM (search engine marketing)
- If people search for something, the top two to three results will get 80% of the traffic. Those that are lower down the page get rapidly diminishing returns.
- The challenges of SEO (it’s not actually free! Time=money)
- Why you should always start with paid before organic
- You don’t necessarily have to pull back on your paid search if your organic SEO activity starts to take off
- How to increase your organic SEO ranking
- Important factors that search engines look for on your website
- What are H1 and H2 headings and why they are important
- Changes in SEO over the last 10 years
- Don’t be too concerned with Google Algorithm updates. Just stay focused on quality content and a good experience for your customers.
- How social media effects your SEO rankings
- SEO tools that Jon uses everyday
- When thinking about potential keywords for your business, think about queries and questions as opposed to individual words
- Why it’s important to measure your SEO activity through Google Analytics
- How to formulate your SEO plan if your business is in a competitive niche
- What is remarketing?
Resources mentioned
Google Ads
It takes at least three to six months to see a return on the time and money that you invest in an organic SEO strategy.
If you're starting with SEO today, create content and create content for your customers. Don't worry too much about what the search engines want, worry about your customers. That’s the number one thing.
Ahrefs – helps you learn why your competitors rank so high and what you need to do to outrank them
SEMrush - Online Visibility Management Platform
Dr Dave Chaffey : Digital Insights
What business would you build on Mars?
Jon Dawson:
Okay, that's a an interesting question. So I'm the first settler, I think I'd probably go for something in the healthcare space, on the assumption that other people would be following behind me and some of those people would have healthcare needs. So maybe I'd have an integrated service like the GPs available, but also maybe a gym. I could start a gym franchise within there. People need health services wherever they go.
Brendan Hill:
So a maybe like an F45 on Mars.
Jon Dawson:
Yeah, I probably wouldn't allow F45 to franchise, I'd start my own franchise. But they're a very good business model. I do like the F45 model.
Reach Jon here
To see the full episode transcript and get a listener exclusive 3 month free trial of Metigy, visit metigy.com/podcast
Previous Episode
Episode 17: How to get your first sale with Rachel Bourke from SalesSPACE
What you will learn in this episode
- How to get your first sale for your business
- How to craft your sales message that speaks to your ideal clients
- How to influence people to want to interact with your brand and then eventually buy your products
- The 10 critical steps in a sales conversation
- Understand your pitch: Why you need to be able to pitch what you do with clarity
- Saying what you do in a metaphor (picture it like this...) builds a deep connection
- How to formulate sales metaphors for your business
- Methods to overcome nerves when pitching
- Conversations cause chemical reactions > how to understand the different chemical reactions that are occurring in our bodies at any time during sales conversations.
- How a bit at that adrenaline does sharpen our minds
- Why the most important thing in sales is our mindset
- Why a mindset audit is a powerful tool in sales
- Australia vs United States selling culture
- How to sell through inspiration and not manipulation
- How to learn a style of selling that matches your personality
- The best way to learn from famous sales personalities like Jordan Belfort, Zig Ziglar and Grant Cardone
- Lessons from comedians that can help you sell
Resources mentioned
"The first sale is always to yourself, and we've probably all heard that, but no one will ever buy from you unless you are completely sold on what you sell and your worth."
"You need to price in a way that falls within a window of expectation for people. We all were brought up to think that when we're paying a little bit more for something, it's more valuable and it's got more quality. So be at that higher end of expectation."
"According to most studies, people's number one fear is public speaking. Number two is death. Death is number two. Does that sound right? This means to the average person, if you go to a funeral, you're better off in the casket than doing the eulogy."
Jerry Seinfeld
Comedians in Cars Getting Coffee
Book Recommendations
Raving Fans: Revolutionary Approach to Customer Service by Ken Blanchard
Feel The Fear And Do It Anyway by Susan Jeffers
The Absolutely Critical Non-Essentials by Dr Paddi Lund
What business would you build on Mars?
This is a great question. You know what I'm going to do? When we get to Mars, everybody is going to feel like they're excited, but very quickly they're going to be homesick and missing their loved ones very badly. What I know to be true is that when you're feeling like that, you need to exercise and you need to feel like you belong and that you can build bonds with other people as quickly as possible. There's no better way to do that than for everybody to be exercising and having fun together.
I'm going to go back to my personal training days actually, and I'm going to get together and have everybody at the start of every day, we're all going to exercise together. We're going to have fun together. We're going to do programs for people that all match their personalities and their fitness levels, etc. It's going to give them that big endorphin hit every morning so that they can start to feel like they're a new community of people who are feeling more connected and bonded together because that will help them overcome their feelings of homesick and missing people that they love. I think having a daily dose of inspiration and feeling great is important, and I'm going to be the person who runs that. I'm going to market it. I'm going to do what I do very well and what I help our clients to do as well. It's going to take us two years to get to Mars.
Get in touch with Rachel
Special offer from Rachel
To take up the special SalesSPACE OFFER from Rachel, visit https://salesspa...
Next Episode
Ep19: Building a community to drive your marketing with Lisa and Louise from Share with Oscar
What you will learn in this episode
- How to build your product around customers
- Marketing to your customer's pain points
- Taking on customer feedback and integrating it into future versions of your product
- Word of mouth marketing
- How Oscar got 67 referrals from 1 customer!
- After getting traction in one city, how to expand your marketing activity to the rest of the country
- Using different marketing tactics for a double-sided marketplace business
- How to get started when you know nothing about marketing (spoiler alert: flyers)
- Why offline marketing still works
- How offline marketing can be a good excuse to talk to customers and get valuable feedback
- How to scale your business with limited resources
- How can small businesses utilise the sharing economy
- Why it’s important to have business mentors to take your business to the next level
- Why supervillains are good at loyalty marketing ('Darth Vader is crushing it')
- Why learning on the job can be the best way to learn marketing
- Why failure is a good thing (sometimes)
- Don’t build any new features without talking to customers first
Resources mentioned
Book Recommendation
What business would you build on Mars?
This might sound like a bit of a cop-out but it would have to be like a Google Translate for like Martian communication, to communicate between the inhabitants of Mars and us new inhabitants.
Brendan: You guys are very good building apps as well.
Lisa: Yeah, exactly. We'll build that.
Get in touch with Lisa and Louise
To see the full episode transcript and get a listener exclusive 3 month free trial of Metigy, visit metigy.com/podcast
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