Want to see how much your site could benefit from SEO? Let us run a free report for you. CLICK HERE

Transcript below 👇🏻

Ryan:

One thing I was going to ask you, but I just wanted to touch on, is so black and white, to know if it works or not. You know exactly where this money goes and if it works or not. And especially in a lower-end makeup, you don't really have to think a whole lot, it's not like a attribution model, because you want it or not. It's not like you have to spend time researching kind of thing. You know you don't have to wait a month to see if they're going to eventually buy. It's just did it work or not. That's math to grow the business. So this was going to be even harder for me to talk about cause I know how lucrative that really is. A low dollar, wide fishing net kind of marketing.

Anthony:

But this, you will run yourself into a corner if you only depend on pay that. And that's why available prom Roche is really the best because as you're going to get the bigger ROI, ultimately on a long term play like SEO.

Ryan:

That's true. Again, if your answer is I'm building a business for the longterm more than three years, then let's find SEO. So let's talk SEO for a national pride, which is not, it's pretty fair to say for marketers like Anthony myself, it's a bit more fun to work with a product centered business where there's less restrictions, right? Like you don't have to say around this stuff. Oh, it's just, Hey, anyone, you know who likes skincare, likes these brands. So, that's a little bit more fun because the ceiling is kind of limited for scaling.

Anthony:

Okay. So let's say I'm going to do a national SEO project while we through that, what does it look like?

Ryan:

Yeah. And just like with the ads, you're going to have more of a budget because the amount of keywords out there and the competitors out there is obviously more broad. When you take away the fences of this isn't local and it's anyone, there's obviously the playing fields, bigger of course. And so for this industry I know it can be the skincare, even though I haven't had skin care clients, I've researched enough and have had friends of friends who is very competitive, the keyword research. So you're out against brands like L'Oreal and you know all these ones that just have of content. So it does take longer to rank on page one for a term like best makeup brands.

Ryan:

Or in this scenario we use the product we were thinking about as it were, Firestone boom by Cindy Joseph makeup skincare products. So specifically they actually sell to women over 50 so it's even more niche. So it helps a little bit. So if someone's searching like women's skincare over 50 or environmentally friendly women's skin care, it's a little bit more of a, what we call a longer tail keyword and this means it's probably not going to be so competitive, so you'll get on page one faster.

Anthony:

So to summarize, you got to do keyword research, You guys set your strategy, go after the low hanging fruit that you find from your research, Spread your content effort out based on the keywords that are going to produce the best results.

Ryan:

Yeah. I'm going to put down longer term here, too longer processes. Probably better said. And so a lot of people, they don't, everyone wants to talk about keyword research, but really what they talk more about is keyword intent.

Ryan:

So what do you mean you're typing in, right? That's a big deal. Just because a keyword has a really a lot of traffic like makeup brands, it's thought more broadly keyword, the harder it is to tell where people meet. So I will take 20 longer tailed keywords and an example of a longer tail keyword is “best makeup brands for women over 60” and that's a pretty long keyword. Where I would say “best environmentally friendly makeup brands” that's longer tail. Just because of the monthly volume might be 400 searches a month and best makeup brands is 400,000, it's going to take you about for that and we don't exactly know what people are searching when they search their makeup brands. Right?

Anthony:

Maybe they're trying to sell the makeup brand stuff.

Ryan:

Maybe they're wanting to be a district here and sell themselves. Maybe they could be a competitor. We just have no idea.

Anthony:

No intent to actually put the product on my face.

Ryan:

Yeah, so keyword research, you really have to get professionals to do this because there's an intent behind it and to know what that actually means.

Anthony:

If you outsource that to a different country, you might get missed. And the intent.

Ryan:

Yeah, absolutely. There's a lot of analysis that goes into this and you can use keyword tools to speed up the time, but if you don't have an actual brain to make sense of it all connected to Austin, like it's kind of useless. And so keyword research is one phase that really takes longer. When you're dealing with a national brand, there's typically a lot more technical areas of SEO to fix with your website. And this was an eCommerce scenario. So this is a brand, and again, they're selling stuff.

Ryan:

You could buy it online, you don't have to go into a local business, you're buying it on their website, which means there's a lot more technical issues. You're going to have category pages, you're going to have product pages. There's a big strategy on building my content silos. Basically. It's a fancy word. So Google, it's a fancy word. And what Google wants is things organized for it. So it's really easy to understand what your site's about.

Anthony:

Okay, so let's say you do this for me, Ryan. How am I going to know it's working?

Ryan:

The number one good job of SEO is to get more traffic so you could get more traffic and less conversions. But there might be problems with your website that a conversion rate optimization specialist needs to address. But if you're getting traffic that is the number one job of SEO and just because your conversions are down means that there's other issues probably, it's not SEO's fault, but SEO's job is traffic. Up into the road traffic increase. And sometimes when you're doing technical fixes you'll see your traffic go down. You shouldn't freak out when your SEO isn't immediately going up to the right. It takes time. You really need to be professional and know what you're doing. You know this is the right thing to do even though I thought immediately shoot him.

Ryan:

So I think budget we touched on down here and I would say that's about right for SEO. You're going to have to spend close to 10,000 especially initially because think about like a website audit for a local business, like a WordPress www.wordpress.com website with 20 pages, that's not too hard. Obviously more pages, more work, right? Think about an eCommerce company with 20 different products to sell. That's probably like 800 pages, or maybe not quite that many, but hopefully there's a big blog. Hopefully there's customer testimonials. That's a lot of information. You can't just immediately stack fingers, use a plugin, and hope it works. So that's why it costs more because there's just more going on and you still should see an effect in three to four months, maybe a month longer, because there's more we're working with, but you'll know fairly quickly in 90 days of what you're doing from an SEO standpoint is we're working within.

Anthony:

So now you've got a good matrix set up, you're running a good mix, and it's easy to throw a dart at one section of this matrix and say, this is where I'm going to start, this is where I'm going to go next. And then work around the grid so that you're covering all your bases.