New SEO Book

The SEO / Content Strategy Book 1.0 is Out!

It’s not available at Amazon, Google Shopping, or Barnes & Noble yet, but you can learn about the latest development in Search Engine Optimization and Content Strategy, all in one book.

SEO Content Strategy Guide by Gord CollinsThe SEO / Content Strategy Guide 1.0 epitomizes the new approach to marketing where products need to be evergreen assets and work in tandem with artificial intelligence.

Besides the basics of SEO explaining how to build a powerful keyword strategy and linking sophistication, you’ll discover how to align your content with how Google spiders and ranks your webpages. There’s so much more to learn about advanced SEO in the book. It’s readable and a fascinating topic.

Whether you’re an eCommerce shop owner, dentist, landscaper, plumber, auto shop owner, Realtor or mortgage agent, or marketing agency manager, this is one book you need to read.

From Value Props to AI Robots

Marketing is going online and it’s increasingly driven by AI robots and a sophisticated presentation of your digital content. Your business and brand is your content. This guide will help you understand what your marketing goals should be and what assets and strategy will help you get your message across with laser clarity.

It’s all about making your customer feel good.  That one single emotion they feel before buying is the key. That’s where all friction, doubt, and fear subside, and where the customers commits completely to buying. This book will help you generate that one single emotion.

You’ll discover this is much more than your usual SEO Book or Content Strategy Book. It’s a system of strategic digital organic marketing. Because FREE is a powerful inducement. Save some money doing SEO so you have more for your marketing staff, PPC, and content development. Watch your complete marketing mix be amplified through this amazing strategy system.

Order the SEO / Content Strategy Guide Online Now!

 

Grow Website Traffic

Website Traffic is Your Company’s Lifeblood

Traffic is everything. Without it, there is no impact, no content consumption, no brand, no convincing sales pitch, and no sales. So why would a business person decide not to create the biggest flow of well qualified traffic?

It doesn’t matter how much traffic you have — Get More and Better Traffic

When I met the team at Delta Hotels, they had a lot of traffic, over 1 million visitors per year. They said they wanted more! Well, I wondered at the time whether I could help them. How would you feel if you were handed that assignment? It’s a different kind of challenge when they’re already doing well. It wasn’t that long before I grew their traffic to 2.5 Million per year.

Who knows for sure how a hotel booking is actually generated? If you’ve searched online for a room, you know how much searching goes on. The hotel that wins a booking has to hang in there, stay visible, keep them engaged, and convince them.




So add engagement to a ton of traffic, and you can see how that would affect a company’s bottom line and boost long term value.

SEO Content Strategy Guide by Gord CollinsIn my new book, The SEO/Content Strategy Guide, I explain how to build BIG traffic using engaging content that customers like and which Google’s new artificial intelligence ranking system (RankBrain) also likes. There’s lot of benefits to having traffic so the effort is well worth it.

You know never who out of all those people who will visit your site will become your next best ever client, or who will share your message to others via social media, or who will become your raving fans. And there’s more.

When you get big traffic it lights up your analytics. In your analytics are hidden patterns of customer fulfillment. Here you not only find out what keywords they typed in, but also which content most likely led to a sales conversion.

Albert is Adgorithm’s new AI robot. Albert finds patterns in visitor behavior that leads to sales. It then looks for incoming visitors who are “lookalikes” to these visitors who became actual customers.  It greets incoming visitors, identifies the and can help serve up the content that most likely will create a sale.





Out of a thousand visitors to your website, only a fraction will become customers. So you need more traffic. And as the volume grows, the small percent of well qualified ones grows faster. When you get closer to the top rankings on Google, the quality of the visitors grows immensely. You need to know this.

Is your site traffic ailing? Whether you’re an ecommerce business, big brand sports manufacturer, Realtor, Hotel manager, professional service provider, or restaurant owner, you must grow your website traffic. And throw in the issue of how people are using mobile devices to discover businesses and you must agree that being visible online is really important to your business health.

Sit down with your business partners or manager and discuss your business plan for the next 5 years.  If your website isn’t up to snuff, and your content has no purpose or direction, you know here it’s all heading.

Get the jump on building a great business, one that has no competitors. Contact me now at 416 998 6246 to get started. Buy my SEO Content Strategy Book and get a FREE consultation so you can begin mapping out a new path for your business — one to high traffic and much better visitor satisfaction.

How To Get More Traffic? Epic Content (Blogs + SEO) Infographic

SEO + Engaged Visitors are Beautiful Things

Nothing happens online without visitor traffic and I’m going to help you understand where it comes from. You need to put some effort into it, start blogging and sharing on social media, and you’ll see a big difference in visits and ultimately, sales and new customers.

In 1998 when I first started as a copywriter/SEO guy for a digital marketing agency in Toronto, building website traffic was the number one goal. No traffic meant nothing was happening – no sales, no inquiries, no hope. And there wasn’t a Google Adwords or Facebook ads back then.

Real Estate Marketing | Real Estate SEO | Real Estate Web Design | Los Angeles SEO | Real Estate Investing | Toronto SEO | Mobile Local SEO |  Real Estate | SEO Company




I had to develop a content and SEO strategy with different tactics for each search engine such as Yahoo, Altavista, and MSN.  Yes, there was a time before Google. When Google showed up in 99, I promoted them like crazy because they made it so easy for SEO people to optimize their pages and be rewarded for it. No more waiting for 6 month updates from Yahoo!

As the years passed, Google became a little tougher. Yet it still is the best route for business owners who want to treat their customers right and build new sales. This pic at right is from the SES convention held in San Jose California. That’s Google’s chief engineer at the time, Matt Cutts, speaking about Google’s perspective. All of us SEO people went to see if Matt would make a slip of the tongue and leak out an insider tip.

Back then, I drilled down deeply into how Google indexed and ranked pages. I studied Google algorithm patents all day (but probably not as much as Bill Slawski of Go Fish Digital out in the San Diego area. If you want to talk Google algorithms, Bill is the guy. I discovered how it worked and applied that knowledge to how I chose topics, created content and blogged. It worked for me and it will work for you.

SEO’s Golden Age Hasn’t Passed

This blog will see well beyond 1 million visitors in 2017, and Google brings much of that traffic. I gave Google original content and I promote it via social. Yet, a lot of people still do their mechancial, automated messaging as their preferred choice. Churning out weak messaging via email and Facebook shouldn’t be your key marketing producer. Content + SEO is what produces.

Take a look at Huffington Post’s traffic. 56 million visits from Google Users just from blogging. Spyfu usually underestimates traffic.

Screencapture Courtesy of Spyfu.com

There’s more traffic out there too. Some sources to keep an eye on. Today, I was speaking with Jada Yan at Taboola, to inquire about joining their ad network (minimum 1 million views per month). I’ll get there but it’ll take some time. Even Huntington Post started somewhere!

How to Get More Website Traffic

  • research topics people are interested in
  • write interesting, epic level content pieces
  • publish or curate useful infographics and charts
  • publish ebooks and case studies
  • promote on social media
  • gust post on other blogs
  • write posts for industry magazines

If you’ve been doing SEO and content development enough, you’ll discover that epic 10X type content, which is better than anything available, promoted widely on social media performs the best. Relying on fans and customers to promote your content won’t work. It’s not enough today. Your content needs to be good, you need to appear to be a credible authority on the topic, and your own value proposition has to resonate in some way with readers and those who will share your material




Things are Changing, But Your Blog Will Carry On Regardless

I’m not sure if Taboola has the type of visitor I’d like right now or that you’d want, but they may evolve and pursue the serious business user one day. You’ve probably seen their ads on the side bars of pages on the Huntingpost, Yahoo, or Microsoft — some entertaining, some useful, and some just weird ads about nothing in particular, sensationalist, misleading etc.  Why is Taboola so successful?

Because people reads blogs, they’re very popular and they click on these ads. It seems Internet and social media users are bored and desperately want a distraction from the constant battering of low quality, irrelevant messaging they receive.  They click on stories about a beached whale, Prince Harry mischief, health tricks, or about the latest celebrity divorce. Clicking ads as how people relax today.




Blogging Is a Smart Idea: Definitely Get into Blogging

As I mentioned in this post on the critical importance of blogging for business, blogs have the most powerful, personal and relevant voice, and Google loves blogs. Even social posts and tweets are about blogs which gives social media messaging a purpose.

Google still has a dominant role in delivering real customers. Everyone knows the conversion rates for B2B leads via social is very low. At best, it can help support moving the lead through the conversion funnel. And your Twitter and Facebook page are an important part of the branded experience for your prospects and customers. But if you’re going to put your money anywhere, search engine traffic is it.

Whatever business you’re in, you should be blogging in 2017.

If you’d like to learn more about how to sell your home over asking price, why you need a real estate agent,  what skills good realtors possess, and which cities have the best selling prices, I’ve got a blog post for that!  Yes, the real estate forecast across the US is very good for a while. I’m predicting you’ll be a big winner when you sell.




Important Links: Los Angeles Real Estate Marketing | LA Housing Forecast 2017 | TREB Market ReportSan Francisco Real Estate Marketing | San Diego Housing Outlook | Top Cities for Investment | Vancouver Real Estate |  Smartzip Predictive Analytics | Prospecting Tips | Realtor Branding | Housing Predictions | Toronto MLS | SEO Expert  | Top Real Estate Lead Generation Sources | How to Pick a San Francisco Real Estate Agent | York Region Real Estate Forecast | San Francisco Market Predictions | Hottest Zip Codes

 

Why SEO is Still the King of Digital Marketing

Customers Looking for Your Product/Service

SMB owners have 3 key digital marketing vehicles to generate new traffic and sales prospects: Social, PPC, or SEO. SEO doesn’t have the ongoing costs like PPC does. Searchers click on the natural search listings and you aren’t charged a penny. SEO has the reputation of zero cost, high revenue, however it does have a cost. It’s an equity investment cost that creates excellent returns over and over.

When you compete in SEO, it necessitates competing in content and conversion strategy. SEO traffic is the truest indicator of customer attitudes and preference. That’s excellent feedback.  Optimization isn’t just keyword manipulation then, it’s optimizing the whole process of converting these excellent prospects are actively seeking solutions.



Discover the Top 12 Factors for creating top rankings and big traffic.

ROI is difficult to measure and very often SEO isn’t given credit for the full value it generates. You’ll find your direct traffic increases along with your Google referals.  Google doesn’t track referals very well, but we know most direct visits are actually Google visitors.  Despite that, a few surveys show marketers do believe SEO underpins their success.  When you consider the lifetime value that SEO produces, it is clearly a great part of any sustainable marketing effort.

Kiss Metrics conducted a study and this graphic shows that sales are attributable over a certain time period. Tracking over many years is more difficult because tracking cookies get deleted. A top notch tracking system lets them track revenue back to the keyword phrases typed in by customers.

KM-Revenue-Search-Terms

leadgenimpact

Why is SEO Considered Most Impactful to Sales?

bottlePeople search when they’re highly motivated and interested. Google searchers feel they’re being given the best sources for information and products and they’re on track to fulfillment. What Google knows is that search is like selling a bottle of water to a desperate, thirsty man in the desert – at the right time and place to get the best price. SEO is responsible for getting products/services exposed at the specific time customers most want to see them.

Think of how Coca Cola is everywhere to quench our thirst. This post describes how SEO is key to an omnipresence strategy that increases the value of PPC and social media.

Speaking of omnipresence, my national hotel client needed help with Google local rankings and in regular organic search rankings. I lifted their Google traffic from 1.2. million visits per year to 2.5 million visits.  And I didn’t ask them to divert funds from their PPC campaign to organic search. I regret not being more assertive when in fact, my plan would have created much more benefit for them. Yet, no need to regret. They received incredible value for what they spent and as well, gave their competitors maximum hardship.

More than Keywords: SEO + Content Supercharges your Digital Marketing

In B2B marketing SEO is by far the most efficient from of promotion. To not do SEO is leaving a lot on the table.  And by encouraging interesting and relevant content, SEO actually improves the performance of social media leads and ppc advertising leads. The spirit of SEO is an important driver in healthy digital marketing. PPC has no soul.

Google recently made some changes to Adwords because sales conversion has plummeted. They recently launched their band aid program called “smart goals” to help customers improve their poor conversion rates. The bigger problem is that PPC is a cheapskate’s ad tool. Adwords is all about getting something you didn’t deserve, and all too often the ads aren’t relevant. The top issue now is that advertisers have no money left for high quality engagement and conversion. It’s all down to a single minimalist landing page. Similarly, advertisers avoid social media as well.  Now they’re stuck in PPC Hell.

That’s why doing PPC, email, SEO, and Social Media together in an integrated or Omnichannel strategy works best. Each channel supports the others and is able to create a variety of touchpoints with prospects in any industry.

Building more useful, relevant, engaging, and sharable content helps support your outreach and link building efforts. If you rely on one channel (e.g. Adwords) you won’t generate enough natural touchpoints with customers. Especially in B2B where purchase cycles are longer and highly involved, these multiple channels keep your company top of mind. And they give prospects multiple angles on your business. If your UVP message and branding is consistent, omnichannel can really make a strong impression. Omnichannel is where successful companies are headed. If you’re not there, you may be drowned out in all channels.

The Searcher Likes the Organic Search Experience

A search is a quest or an exciting adventure to find satisfaction. Searchers enjoy the control that Google organic search provides which other media don’t provide. SEO can lead to so many sources of satisfaction including a trip into social media. As a business serving customers, you should have very relevant, high quality content since it’s the essence of their search, whether it’s new home floorplans, neighborhood profiles, or maybe a retirement home in Central America and the medical services available there.

ppcpricesTake a look at these Google Adwords PPC per click prices on insurance related keyword phrases. The most expensive keyword phrase is mesothelioma lawyer at nearly $300 per click.

Even if your clicks cost $5 and you convert 1% to a sale, your cost is $500 per customer acquisition.  1% is an excellent conversion rate for most sites with a good value proposition.  Yet conversion rates are falling because consumers are shopping around for the solution that matches them best.  Your prospects have more options even if those options are a fool’s paradise. Your plan now has to be about getting them back after they’ve been brainwashed and misinformed by 10 other competitors.

 

SEO is Complex

SEO is a process of creating and shaping content on your website, blog, or social media pages which Google will deem useful to searchers.

It’s also an active process of engaging with other web publishers and encouraging them to share your content.  Good Value + Distribution + Persuasion = Viral Success. I have to tell you though that you can go viral without any SEO success.

8 Keys to SEO Success

  1. Seek deep, thorough customer research – customer pains, UVP, and web analytic insights. An SEO must understand the company’s marketing goals, UVP, branding, target customer, industry dynamics, and how targeted customers can be reached and engaged.
  2. Do Thorough accurate useful keyword research – discovering relevant keywords and keyphrases to target. This is normally done via Google keyword tool and SEMrush keyword tool and Google analystics. Keywords, related words, and topical themes are woven into content in a sophisticated way (in headings, in links, near links, and in how paragraphs are constructed) and the messaging used determines how other web publishers will provide links and citations about your company. It’s all in the SEO’s hands.
  3. Create Imaginative, fresh content – this is where plenty of reading, web surfing, social surfing, and brainstorming exercises come in. Your SEO needs freedom to explore, surf and opportunities to connect with influencers.  An SEO/content developer needs to be active and a big consumer of content themselves.animated
  4. Well Planned Content infrastructure –  Googlebot, which is Google’s anxiety causing indexing robot actually experiences your content too. How it navigates and understands your content and its quality is solved with a well planned layout of themed content.  Your content is for users, but you need to recognize how a robot interprets what it collects. A subtle but expert optimization gives Google the right picture but also avoids spam filters. Moderation is important but don’t shy away from pushing the envelope. The key is whether Google trusts your site. If trust is good, you can optimize all you like.
  5. Integrated social media engagement – Although most businesses only utilize two or three social channels, they must coordinate social messages to capture attention, bring engagement to critical mass and then encourage an action. This is where understanding the customer’s emotions and how to appeal to them is important. If social visitors like your content, they will share it, and that creates more valuable inbound links to your site.
  6. Mobile consumption –  B2B and B2C customers are using smartphones and tablets more frequently. Mobile content is delivered differently because of the limited bandwidth and customer attention. No one reads long on their phone, so mobile content must be brief, fast loading and impactful. Being mobile friendly isn’t enough. Google is watching whether your site sucks for mobile users and your rankings will fall if users aren’t engaged with the content or leave fast.
  7. Aggressive outreach campaigns – Google is dependent on inbound links to determine trustworthiness and keyword relevance. Web publishers and bloggers and tweeters aren’t necessarily motivated to say anything about your product/service/company or link to your web site. A campaign of connecting with them, especially key influencers, and engaging with them can generate big ranking and traffic results. And, they will want valuable, helpful, popular content to share and promote, so your content developers must create fascinating, compelling copy, stories, graphics, videos and comments that impel them to share it online. It is other people who make your business successful and outreach makes you appreciate that fact.

The success of SEO usually comes out of good knowledge of your customer and a desire to create good content experiences for them. Google will recognize when your content is “HOT” and whether you are converting those visits to sales.  Heck, they can see everything.  Forget about cheap PPC and email tricks and put an honest effort into SEO. I’ts the only approach that’s sustainable.

These 7 essentials of SEO help you understand what really still is the core of omnichannel marketing.  SEO is still a dominant channel for any digital marketing strategist. Contact me if you’re a mortgage agent, insurance broker, or lawyer. I can connect you to leads.

 

A much desirable alternative to hiring an agency or in-house college grad, is to hire a dedicated digital marketing strategist from Toronto Canada. As an 18 year veteran digital marketer, I offer the best possible digital marketing advice and have consulted with companies in Los Angeles, Boston, Vancouver, San Diego, Dallas, Denver, and Phoenix.  I can help you compete head to head with realtor.com, homes.com and remax.com. As an experienced and versatile digital marketer, I can help build your knowledge of SEO, Social Media, and content marketing. I build impressive, qualified traffic via high quality, relevant content and outreach strategies. Let’s get started!

The Top 12 Factors for SEO Mastery

SEO Will Never Disappear

google-pandasmall
Panda Penguin images courtesy of Web Yours.

It’s been 19 years now since I began search engine optimization and it continues to deliver the highest ROI of any marketing channel. The traffic potential is greater than ever.

Although people believe everything has changed in SEO, in reality, it’s pretty much the same even with its new RankBrain master algorithm controller.  I explain this in the Guide to SEO and Content Strategy.

Google Likes Lots of Money

Google made the changes not for better results, but to force spammers and small businesses to pay for Google advertising. That worked surprisingly well since their profits are up billion$

If you’ve given up on SEO because you heard it was irrelevant and that social media is everything now, you’ve misunderstood the truth. The fact is, Google is still the major source of quality referrals and revenue for most businesses.

What is Modern Search Engine Optimization?

Modern SEO revolves around sophisticated keyword phrase choices, epic engaging content and powerful outreach strategies. It’s about really good visual content that engages readers so they stay and then share it online.

With respect to keyword choices however, Resonation is where the sophistication comes in. Using keywords in your links and headings won’t give Google the quality signals it’s looking for.  Google assesses your page, your site, the trustworthiness and authority as well as the keyword themes of the pages that link to your page to gauge its keyword relevance. You still get much of your ranking from other websites.

Google’s new ranking emphasis also revolves around content engagement. They can see if your content is engaging to visitors or if they’re bouncing off of your website.

What are the Top SEO Ranking Factors?

Google reports that they use over 200 factors in ranking web pages (and they are more focused on single pages now than ever before).  I cover the key ranking factors in my SEO Book, but here’s a quick list of what your SEO expert will have to take into consideration.

Here’s the 14 Most Important Ranking Factors:

  1. Keywords in copy
  2. Keywords in headings
  3. Keywords in page url
  4. Quality of websites/pages linking to your site (authority, keyword themes)
  5. Visitor engagement
  6. Synonyms, related words and stemmed variations in the copy and near text links in the copy or clickable buttons
  7. Good paragraph structure
  8. Keywords near links
  9. Links from other websites that have a reputation for that keyword topic
  10. Links from very trustworthy sites (Google’s trust factor)
  11. Social cues: links amongst and to your social media pages (as long as you link them to your website)
  12. Fresh, frequent content
  13. Traffic to your site and time spent (yes Google does track it)
  14. Expert internal linking of your content

Each of these ranking factors are important so use them all well. Google looks to the core unique content on your pages and filters out anything that is repeated such as your footer links and navigation menus. There’s not much your webmaster or designer can do for you now to raise your rankings. What they need to do is stay out of the way and not screw up robot access or key content navigation routes for users and Googlebot.

Creative, Passionate, and Focused Experts are Worth Every Penny

For all intent and purpose, your content strategist and copywriter are your SEO team. Look for SEOs that are compelling writers who create fascinating, unique, original material woven into your content fabric. Sophistication means moderation and focus in orchestrating your symphony of Google cues.  You’re creating the ultimate experience for Googlebot, Google searchers, and most importantly your customers and clients.

By all means, check out my new Content Strategy Book available for purchase.

Experienced SEO Expert | Content Strategy | Digital Marketing Audit | Los Angeles SEO | Vancouver SEO | Content Personalization  | Toronto Real Estate | Los Angeles Real Estate | Real Estate | Condo | Market Crash | SEO Books