(Clear Message + X) = Boom! Adding SEO to the business equation.
Have you ever wondered why some websites seem to get a ton of traffic, while other struggle to be seen at all? The truth is after a closer inspection, all of the websites that attract a lot of traffic have very specific similarities. In this blog post we’ll discuss what those similarities are what steps you can take to solve the above equation for X. What is takes to make your business boom.
Storybrand, the first step to creating a 24/7 sales machine.
Although having a simple and easy-to-understand marketing message is vital for creating an effective sales funnel, it is still only half the equation when building a sales funnel that generates leads 24/7.
As I shared in my earlier post about the Storybrand Framework, most business leaders struggle with words when trying to communicate what they do in a clear, concise, and easy-to-understand way. That is until I discovered the Storybrand Marketing Framework. Soon after reading Donald Miller’s groundbreaking book, I implemented the framework first for my own website and saw immediate results. Then, I started using it on new and even former clients when building websites for their businesses. They, too, immediately started seeing the results of finally telling people what they do clearly and concisely. But it wasn’t until a few months later that the second and equally important half of a StoryWorks sales funnel came into sight.
The problem with new websites.
A few months after launching a new website for a local business, I wanted to follow up with the owner and see how his website was performing for him. When asked about his website, he said – “Tim, it’s a beautiful website, but I just don’t think enough people are seeing it.”
I thought, “Ok, that’s a valid problem.” So I started researching to discover that he was right. His new website was hardly getting any web traffic. Even though his target audience was very large, he only attracted 50 visitors or less per month.
The Field Of Dreams Fallacy.
First, I’d like to state that this is a common problem for many small businesses. They’ll spend thousands of dollars building a beautiful new website, only to discover that no one was seeing it later. This common problem is what I call “The Field Of Dreams” trap. You know – if you build it, they will come. The reality is that they don’t come. When searching for a solution to their problem, people click and go to whatever website happens to be found at the top of Google’s rankings.
Why SEO matters for the growth of your business.
The latest stats say that a whopping 68% of all internet traffic begins with a search engine. (Google owns 98% of that traffic.) Also, there are 1.88 billion websites in existence today. 1.8 billion. So now you see why the “if you build it, they will come” is a fallacy. The thought of being seen with those odds, 1 in 1.8 billion, is worse than buying a lottery ticket with the hopes of becoming the next millionaire.
So what is the fix?
So wanting to help my clients grow their business, I started researching what Google themselves would say is necessary for a website to rank well. What I discovered is that Google doesn’t talk about it. They are very secretive about their algorithm, and any suggestions you read online are pure speculation or guessing, and any results talked about have been only discovered by trial and error.
Finding a solution.
So I thought, what’s the next best way to get my needed information? Although Google doesn’t share its process, they show one thing for sure – its results. So I decided to try and reverse engineer their results and analyze the top websites for whatever keyword I was searching. Little did I know that what I had accidentally discovered “on my own” 😉 is called Competitive SEO. Which is this:
- We clarify your message using the Storybrand Marketing Framework. As I said in this earlier post, What is Storybrand? One of the benefits of using Storybrand to define your message is that it helps you to determine who your ideal client is and the words that will resonate with their hearts. Once you have this information, you can find the most effective search keywords to use when wanting to attract your ideal clients to your website.
- Using multiple SEO tools, such as SEM Rush, Spyfoo, or Neil Patel, I locate the best keywords to use that will attract your ideal clients.
- I then search those keywords on Google to see what websites Google considers to be a good representation of those keywords.
- Then once I have those websites, I do further research to see what keywords they use to get people to their website, and after going through this process three or four times, I end up with a list of keywords we will want to target.
- Our next step is to make sure your website is healthy. I discovered that the top 10% of websites that rank well have a health score of 92% or better. (That means at least 90% of the websites out there have poor health.) The typical website I start with has a 75-85% health score. When optimizing a website, my goal is to reach 92%, but most of the sites when I complete them are at 95-97% health.
If you are unsure of the health score of your website, just enter your website information below and receive a free health report for your site.
Ready to compete.
The final step, now that the website is healthy and ready to compete, I make sure that each page of your website is optimized to attract the most traffic possible for a keyword that has been carefully selected to reach your ideal client.
Then wait begins.
Then once I have completed this process, the waiting begins. Regarding a timeline for SEO, here’s what I have discovered. You will see measurable results after three months, six months, and then again at ten months. Why so long? Remember there are 1.8 billion websites that Google must process, sift and sort to create their current rankings. This means if a website is at the top of Google today, it’s because the owner of that business decided to invest and optimize their website months earlier.
What kind of results you can expect?
So what kind of results can you expect from doing this work? Kevin, the owner who said no one was seeing his website, went from 50 people per month to over 6,500 people who now visit his website. I’ve seen 200 become 5,000, or 2 become 640. But remember, the goal isn’t just to get many people to your website. It’s to get the right people to your website.
Proportional to the size of your audience.
The number of people you attract to your website, your growth number should be in relation to the number of people who actively search each month for the solution you provide. So if that number is large, then yes you can expect a larger number of visitors, but I also have clients whose target keywords are in the hundreds or low thousands when searched. So although their results are more minor in number, their actual results are more significant. Think of it this way, how many new customers would you need each month to grow your business? For the majority of us, that number is pretty small. Those are the people we want to reach.
Plus, at times, a large number of visitors isn’t always a good thing. To be honest, too many SEO companies out there promise more website traffic. Getting more traffic to your website is actually easier than you think. It’s one of the reason SEO has a bad name in the industry. But unless you attract the right person by using the right keyword, you won’t get the desired results. You may get many visitors, but your bounce rate will also be very high because you are not the solution they were searching for.
So if you’re still unsure of how well this will work for your business, that’s understandable. It’s a big change. But I would encourage you to schedule a call with me so we can discuss what kind of numbers you can expect and how we can help you hit those targets. You won’t be disappointed. The results speak for themselves, and with the right strategy in place, your website can reach new heights in terms of attracting customers who are actually interested in what you have to offer.