Wondering what search engine optimization is all about? Here's a quick and simple episode that introduces the concept of search engine optimization and how to identify the keywords that you will optimize to rank on the front page of Google.Sign Up to Watch
- How much traffic per month are you missing out on? I mean, I have literally seen people triple their business in one year by just getting to the top of Google. - Thrivers, welcome back. This is Marshall Morris, here up at Thrive15.com. Today, we are joined by so many awesome people on the set here. We have US small-business administration, Entrepreneur of the Year, Clay Clark. - Hola. - He's also the President of the George Michael Fan Club. So we're excited to have him with us here today. Also, Jason Stewart, Jason? - Hey, what's up, Thrivers? - And Devin Woolery. We are excited to have them on the set. Devin, how are you doing? - Great, Marshall, how are you? - Well, I'll tell you what. I'm doing pretty spectacularly. No, we are talking about Google optimisation here today and it's a pretty deep subject, but we're going to break it down so that everybody can follow along step-by-step. But first, Clay, why is Google optimization and Thrivers taking ownership of this topic such an important thing for their business? - Well, we'll put some stats on the screen here so people can see this, but the overwhelming majority of humans... If you're not marketing to humans, don't worry. If you're marketing to canines or bovines or squirrels or rally monkeys, don't worry about it. Most humans, when they're trying to find something, they're going, "Hey, Honey, we should send our kids "to basketball camp." So, Devin, they'll go ahead and they'll put it up on their smartphone or they'll pull it up on their computer and they'll search for like, Tulsa basketball camps. When they do a search for Tulsa basketball camps, whatever comes up top, that's usually the company that they will call. That's how it works. So it's really not super-complicated. Just, you're leaving thousands upon thousands, upon millions, upon millions, of dollars on the table if you don't optimize your website. So I'm going to throw it back to Stewart real quick. Because Stewart, by the way, he's worked on some unbelievable web projects. He's a web designer, he's a guru. Stu, of all the clients you've worked with over the years, what percentage of them do you think, when you meet them for the first time, have their site fully optimized for Google or somehow aware of how to get to the top of Google? If you had to say, out of 100 clients, what percentage do you think actually know what they're doing on the Google game? - Oh man, I think maybe 1%, maybe 2%. - [Clay] Devin's probably judging, going, "Whatever, "I know everything about Google, and I've always known it." Devin, do you see the same thing? - Yeah, it's pretty much the same thing across the board. It's kind of a big mystery. - Here's the deal, because it's a mystery, it's mystic. It's very esoteric, it's very hard to understand. "You people couldn't possibly understand "how to optmize a website." What web guys typically do, not Stuart, not Woolery, but other people. What they'll do is, they will make it very complex, very complicated, and you as a business owner are like, "I don't even konw what to do." And so now, you're paying some company $4,000, $5,000 a month and your site is still at the bottom of Google and it's not moving up, and you don't know what to do. And then you start buying online ads from people and they're starting to mark those up. And we've all got an email from a guy in India, no disrepect to our Thrivers in India. I know that you're not the one sending these emails, but they're like, "If you'll transfer your domain over to us "and give us permission and let us host it, "we'll get you to the top of Google guaranteed." And then, so basically, you're paying for AdWords. The point is, this will save you thousands upon thousands and make you thousands. This is just one example. Score basketball, if you're in Tulsa, if you're in Texas, if you're in New Jersey, you need to get over here to Score Basketball and sign up for one of these basketball camps because this is one of the best coaches in America. But no one knew he existed until he got to the top of Google, and we helped him do that. So I'm excited. - So we're gonna break down a couple of steps to help Thrivers understand how much being on the top of Google is really worth to your business. So there's a couple of steps here. The first step being, you need to ask yourself how much does it cost you not to be in the top of Google? So, Clay, can you break that down for me? What, specifically, are the costs associated with maybe building a business, building a website but not being search-engine-relevant? - We're gonna do this like RUN-DMC style. Do you know what I mean? What would happen is, one of the guys would rap and the other guy would rap back and forth. I'm gonna go back and forth with Stewart on this. So I'm gonna kind of tee it up, we'll go back and forth and at the end of it, we'll be all excited to walk this way, do you know what I'm saying? - I'm with you. - Okay, so here we go. One is, you have an expensive site that doesn't generate any revenue. So you have this beautiful site, this beautiful billboard in the middle of the woods in North Alaska and no one sees it. Stewart, how often have you seen a website where it's just gorgeous design, it looks great and have zero traffic? How often do you see this problem? - It's the majority. Most websites are done that way. They may look great, they're ready for business. But no one knows how to get there? - Why would a web guy... Why would a guy who knows about the Internet, I call him a "Web Guy", a web guy, boom. Why would a web guy go in there and build a website that looks great, and not optimize it for Google? Why would you do that? - You know, honestly, most web guys don't know how Google works. They don't know how SEO works. And so, in most cases, you're giving over the control to someone who doesn't know how to optimize that website for Google, or if they do, it's their benefit that you're locked into some kind of agreement with them, that it's to their benefit that they make money off of you that way. It's key that you take control over your own website.
- Now let's think about this for a second. Devin, can we pull up Yahoo!? Now, I know some people watch this, they're going, "Look, I use Yahoo! buddy." Go out and Google: Tulsa basketball camps. - [Marshall] I, personally, use Bing. - [Clay] You are making up stories, and when you do that, we fact-check and we know that what you're saying is not true. People of the Thrive community, they deserve more. - [Marshall] I'm representing the Thrivers. There is a Thriver out there that uses Bing. - [Stuart] There is one. - [Clay] And he needs counselling and we're here to help you it's okay. But here's the thing, you go here. You've got UPS Sports or something. USSP Sports and Score Basketball, they're there. See Score Basketball? The thing is, if you get top of Google, you're gonna be high up in Yahoo! too. Let's do a little Bing action here. Just in case. - [Marshall] I'm just saying. Has anybody ever been to this site? Is this a new site? - [Stuart] I think we're the third, maybe? - [Clay] Okay, we're the third visitor in the history of Bing, okay. So let's go ahead and search here for Tulsa basketball camps I can't, statistically verify that we're the third, but there we go. Yeah, USSP Sports, scroll down here. Lifetime fitness, bobbita-bobbita, there's Score Basketball. So I just wanna throw out for you, if you learn how to master Google, you're gonna do okay on the other guys. But Google represents 60%, 70% of the Google searches. Or the Internet searches, you know? The second thing we need to understand here as part of the step one, is that you have these large, monthly fixed expenses that aren't generating revenue. So think about what it costs you to be a plumber. You lease the buiding, you hire the plumbers, you have payroll, you have utility bills, you have the trucks you're paying, and if you have nobody calling you, how much does that cost? I mean, Stu, how often do you see it where you see companies that have a big infrastructure and zero Internet traffic? How often do you see that? - Oh, it's the majority. It's most companies are that way. - So if you're watching this, don't get all depressed. Don't go, "I don't know, I just feel like I'm a loser." Don't do that. I mean, don't put your head in the toilet and flush. That's called a "Swirly", that's an Internet term that we're trying to educate people. We don't do that. Just stay focused, we're gonna teach you everything and we'll even teach you, in a few weeks, how to actually build a website. So we're gonna teach you every single thing you need to know Now the third thing, is a great product that no one knows about, is a product that's just not gonna sell. So Stu, how often do you see where someone has this awesome product, it's just... you feel good about it. You're going, "Yes!" And then no one knows about it, how often do you see that? - Once again, majority of the time. - So people are going, "I don't understand. "I thought the product would sell itself." Well, I hate to break it to you, but that's not true. And in fact, there's some really, really, terrible books that are bestsellers. So I mean, do you wanna have the best-written book, or the bestselling book? I argue both, okay? So what we're gonna do here today is, we're gonna be teaching you, specifically, how the search engine works, how to make it happen. This is going to be your total resource, and I'm telling you Without any remorse, you should share this with somebody else, because they need to know this stuff too because poverty's not awesome. So back to you, Marshall. - Now, we've talked about, you know, what the majority of the scenarios are. Great product, great website, can't be found on Google. But I feel like all the Thrivers, the second step here is to ask yourself how much is being top in Google actually worth for you? So maybe you're not topping Google right now, but what could that mean for your business, as you're evaluating the search engine optimization, the value of that. What is that really worth for you to be at the top? Clay, can you walk us through this? - Well, here's the deal. If you could pull up an Elon Musk branding quote for me? Elon Musk Branding, we've never done this before. We've actually looked for quotes while we're talking, but this is a new technology. We've worked with Al Gore and Steve Jobs. That's to state and trust, not personally or physically, just kind of mentally we've worked with them to create this kind of technology, but if you look here, "Brand is just perception", yeah click that one. The one down there, yeah, boom. So this is one thing you've gotta keep in your mind here. Brand is just a perception, and perception will match reality over time. Sometimes it will be ahead, other times, it will be behind, but brand is simply, a collective impression some have about a product. What are we talking about? We're talking about, if you're not super-duper famous, if you're not a household name, this is that big idea number one, if you're not a household name, most customers are gonna find you via Google. So if you're a guy like me who has no discernable talent or skills, you can do well by just optimizing well in Google Somebody watching this is like, "I don't understand. "I'm a better speaker than he is and yet, he's booked more." That's probably true, but the thing is, if I'm ahead of you in Google, I'm gonna get more calls. So Stu, I guess one thing I wanna get in here is, are you seeing that most people are searching via Google via their smartphone or via their computer, their PC, via their laptop, their Mac, their laptop or what do you call the computer that's on your desk? - A computer. - See, there you go. Are most people looking via their mobile phone, or are they looking via their computer right now? - You know, there's been a shift over the last couple of years. It was computer. That was a dominant force for, I don't know, 15 years or whatever, but phone is now I don't know, 60%, 70%, it's growing every day. - Oh, really? So here's the thing, we're gonna teach you all this stuff, Thrivers, so you've gotta stay tuned. We're gonna teach you all this stuff, okay? But the main thing you gotta understand is, point number one is, if you're not a household name, people are gonna have to find you from Google.
- Now somebody watching this is going, "I remember the Yellow Page ads. "I don't understand. "I've been buying them every year for 20 years. "I've been buying them for 30 years, "and it just seems like in the last 10 years, "I'm not getting the return on it." Home skill it, Yellow Pages aren't coming back, you know what I mean? We get those things in the mail and we're going, "What do we do with this?" Devin, do you recycle your Yellow Pages when you get them, or do you use them as a coaster? What do you do with yours? - Occasionally, I recycle them. Occasionally, my wife steals them and makes interesting things out of them. - Devin is a brown energy guy. What he does is, he just takes them and just doesn't recycle, he's like, "I'll just keep this and "keep the world dirty." Okay, moving on here. The second thing is, we've gotta figure out what is our profit per customer? Okay, so what is the profit per customer? Then you multiply that times the estimated traffic per month you're missing out on. So let's do an example. Let's say that 1,000 people a month are looking for the term: Tulsa men's haircuts. Devin, can you pull it up? Tulsa men's haircuts, that's one of my businesses. So 1,000 people a month are looking for Tulsa men's haircuts and you make and average profit of $15 per person, you're potentially, leaving on the table, $15,000 a month right there if you're nowhere to be found. You know what I mean? So look at that. We're at the top of the map, and you scroll down, we're the top right there, we're the top right there. I don't know what Yelp is, that's ridiculous. Then we're right there, we're YouTube. Then we've got the little banner, can you put your mouse on that one banner? Oh look at that, that is us right there. You scroll down, there we are on Facebook, I mean, bam. So think about it, how much traffic? So ask yourself, Thrivers. How much traffic per month are you missing out on? I have literally seen people triple their business in one year by just getting to the top of Google. So this is exciting. And the third is, we're gonna talk about some traffic estimation tools, Google keyword planner. Okay, now this is how this works here, is that we're gonna introduce you to some tools. And I know somebody watching this is going, "I'm afraid of my computer." And that's okay because you're in the comfort of your home, maybe you're watching it on your smartphone right now, but you can do this. And the great thing about Thrive15 is you can watch this video over, and over, and you can pause. If you don't get it on the first pass, it's okay. But Stuart, can you kind of explain for us, from a broad perspective, what is the Google keyword planner, what's that all about? - Well, first of all, it's a Google product and the best way to know what people are searching on Google is to ask Google. This tool, the keyword planner shows you, based on keywords, what people are searching for and it shows you the frequency, the number of searches for that term per market. You can break down per city, all kinds of ways to divide that information to get the best keywords possible. - We'll add this stat to the screen here in a minute, but if you look at the percentage of revenue that Google makes from ads, it's the majority. It's where they make their money. So they're trying to help you figure out what terms are people coming to the top of Google for so you can intercept them with an ad, so you can greet them with an ad. So if there's a ton of people searching for Tulsa men's haircuts, they can sell you an ad for $2 a click, or whatever it is, that benefits them. So please understand, they're not gonna try to mislead you with crazy, false information. But I wanna teach you guys a little secret move before we hop into our next training, okay? This little secret move here, Devin, do me a little favor here. Go ahead and Google, let's Google Tulsa party rentals. I used to own a party company and I sold it. Now I'm not bitter, but I'm kind of bitter. But anyway, the thing is, I just wanna show you, this is a way you could look too. So if you Google Tulsa party rentals, at the bottom, scroll all the way down. Google will suggest those terms. Do you see at the bottom, those terms right there? Google's gonna suggest those terms. They're saying, "Abco Rentals, Tulsa wedding rentals" They're saying, "Hey, if you're searching for this, "You might wanna also search for that." So that's kind of like a free keyword planner that's right there, for guys who like me, are super low-tech and are trying to figure out how to turn their computer on. I'm at the back just going, "Stewart, now where do I "turn it on? "Where's the 'on' button?" Then if you scroll back up here, scroll back up, look at the first site, Party Pro Rentals, that's the company that bought Party Perfect, the company I used to have, and they're good guys, scroll on down. They're good guys, they're good people. Up a little more, up a little more-sky. Boom, right there. Click that first listing, Party Pro Rents, bam. Some of the Thrivers at home are excited. Whenever we have a click like that. Do we have an airhorn for that? I just wanna celebrate that moment. - Just celebrate it? - [Clay] That's how I feel when I click and I know that's how you feel too, when Devin clicks. So anyway, right click that beast, just kind of right-click anywhere. Then do a little view source. You can actually go in there and can you search for the word: keyword real quick? You can see, highlight that, you can see your competition's keywords right there. So that's what I call the keyword planner on steroids. I'm just being real, Thrivers. I don't give a crap about any of the tools that are out there. I, literally, am the most pragmatic marketer in the world. So what I do, is... I have low analytical ability. Someone watching this is gonna love the analytic stuff because you're gonna be able to learn these moves and use them and be super-successful. More than I would ever be, because you're a strategic person For me, I'm kind of like, "I don't give a crap. "I just wanna get there as fast as possible." So you can just Google whatever term you think your people are looking for, and then Google will suggest them at the bottom, and you can go up here and view the source code and you can pull it up and see all the keywords, look at all those keywords. So, "Rent party equipment, Tulsa Oklahoma wedding rentals, "party rentals, tent rentals, canopy rentals." A lot of people are renting canopies these days. Look, the kids are into it, but these are just some moves. Thrivers, get ready. You're gonna have a buffet of knowledge that you don't get in college. Not that there's anything wrong with that. We love college, wow. I love college more than you know. But, we're gonna teach you some of the knowledge you don't get in college. Back to you, Marshall. - So Thrivers, as we get into this search engine optimization training, it's going to be a firehose of knowledge for you guys. So stay tuned. We're gonna begin getting into how to decide what you're winnable keywords are in the next training, so stay tuned and thank you, guys, for joining us. - I chose to be here. I'll tell you that, I care. I come here and I know I get to see you every time. - [Marshall] Boom.
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