Marketing School | Digital Marketing | Online Marketing

In episode #778, Eric and Neil discuss what you should do with your keywords that rank in the middle, but not the top of the first search page. Tune in to hear how you can improve your rankings. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: What Should You Do With Your Keywords That Rank on The Middle of Page 1 [00:44] Adjust the title or meta-description. [00:55] Clickflow is a tool that will help you adjust the title and meta-description. [01:20] Go look at the content that ranks above you. [01:33] See what they are doing that you are not. [02:25] Stone Temple did a case study on keywords, how they rank, and if they matter. [02:54] When it  comes to Google, user experience and link-building matters. [03:25] Everyone thinks the best way to rank for keywords is to get the sites that link to your competitors, to link to you. [03:34] The best link is the from the exact page that ranks for the term for which you would like to rank. [04:44] If you have something that already ranks well, chances are

In episode #777, Eric and Neil discuss what you should do with blog posts that generate traffic and no revenue. Tune in to hear what you can do to turn things around. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: What Should You Do With Your Blog Posts That Generate Traffic And No Revenue [00:40] Neil has tons of posts that rank, but they aren’t what his clients are looking for. [01:04] You can put in affiliate links or promote other products and services, which will help generate revenue. [01:20] Eric’s friend ranks for a page that is about a product or service he doesn’t offer, so he goes to a company that does offer that service and charges them to rent the page. [01:45] You could partner with someone else who has the ideal audience. [02:38] A relevant pop-up can be helpful. [02:50] Pop-ups can help you generate leads. [04:14] It is important to create a process to be on top of redirecting traffic, so that they don’t just bounce. [04:45] Nurturing customers is really tough. [05:00] When you

In episode #776, Eric and Neil discuss why blogging too often may hurt your rankings. Tune in to hear why you should consider blogging less. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Why Blogging Too Often Will Hurt Your Rankings [00:45] A site has “x” amount of authority. [01:05] You’ll find that if you start blogging more over time, a lot of your content will become outdated. [01:32] Old pages will drop in rankings, but eventually your whole site will suffer because of outdated posts. [02:20] Refer to the Content Reusage Framework. [02:22] A VC named Tomasz Tonguz did a study on the value of temporal content vs. evergreen content. [02:47] The difference between a news site and an evergreen site is that your rankings will spike from time to time, whereas evergreen content stacks in rankings over time. [03:25] Focus on writing better content, which will help your rankings. [03:45] The majority of your posts will not generate much traffic. [03:55] 20% of your content will make up 70% of your

In episode #775, Eric and Neil discuss the reason they want to do a live event. Tune in to hear why you should also consider putting on a live event. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Why We're Going to Do An In Person Event (and You Should Too) [00:50] Eric and Neil don’t monetize their podcast nor do they run ads. [01:24] On their site for this podcast, they only collect emails and surveys. [01:42] If their goal is to impact more people, they realized an in-person event would be a great opportunity. People were also asking for a live event in the surveys. [02:45] Charlie Munger talks about aligning incentives. [02:56] Eric and Neil are incentivized to reach that 1 Million download milestone. [03:12] They did a test even last year in downtown LA. [03:32] People had different ranges for what they found too cost prohibitive in terms of attending a conference or live event. [03:42] Eric and Neil are making this live event free, so they don’t exclude any interested parties. [03:58] The

In episode #774, Eric and Neil discuss when it’s ok to prune your content. Tune in to hear if you should ever flush old content. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: When to Keep, Cut, and Consolidate Your Content [00:54] You may find that some of your content is outdated. [01:22] Consolidate if you have five pages that discuss the same thing, combine them, because Google won’t know which one to rank first. [02:15] Search engines want to eliminate redundancy. [02:55] Removing old, outdated content can be a good idea, but often less content means less traffic. [03:05] People who prune content, prune the quality content that won’t affect traffic. [03:35] SuperMetrics or Screaming Frog are two great tools to use to crawl your website. [03:45] If these tools find pages that aren’t getting any traffic at all, it might be a good idea to prune those pages. [04:18] Use Google Analytics to look at your content that isn’t performing well. [04:35] When you cut those pages, you may lose more traff

In episode #773, Eric and Neil discuss what you should do about pages that rank, but don’t meet user intent. Tune in to hear how you can fix this issue and keep your rankings. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: What You Should do About Pages That Rank But Don't Meet User Intent [00:55] People will bounce really quickly if your page doesn’t meet their needs. [01:26] Go to GSC and look at all the key phrases for which you are getting impressions (not just clicks!). [01:40] These key phrases aren’t keywords, they are problems; people are searching because they are trying to solve a problem. [02:14] If you find that your page is ranking for something it doesn’t entirely cover, you can make content that centers on those search terms. [02:30] Otherwise, you can take a risk and alter the content on the page. You may lose rankings, even though you are changing it to suit the key phrases for which you are ranking. [03:30] Search engines don’t put websites that meet their algorithm requirements a

In episode #772, Eric and Neil discuss how to push your rankings to the first page of search results. Tune in to hear how you can easily boost your rankings. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How to Push Your Rankings From Page 2 to Page 1 [00:35] If you are ranking in the top 3, your click-through rates from organic search results will be higher. [01:38] People rarely go to page 2 of their search results. [02:03] Go into Google Search Console and look at the keywords for which you are getting impressions. [02:14] Make sure you address the problems people are searching for within your content. [02:41] Change the title of your page. [02:59] Use Ahrefs or Majestic and reach out to people who have linked to pages similar to yours; make the case as to why your page is better and convince them to link to you. [03:30] Internal linking also helps. [03:45] Build links, optimize your content, and optimize your title tags. [04:26] That’s it for today! [04:28] Go to Singlegrain.com/Giveaway f

In episode #771, Eric and Neil discuss whether you should build links using rich anchor text. Tune in to hear if you should be focusing your energy on anchor text. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Should You Build Rich Anchor Text Links Still? [00:54] If too many links are rich in anchor text and contain a keyword, search engines will know that you’re trying to manipulate them and you won’t rank as high. [01:10] Go to Ahrefs and type in the URLs that are at the top of page 1 for the terms for which you are trying to rank. [01:45] If you are building links naturally, you won’t be able to control the anchor text all the time. [02:25] Once the cup is overflowing, you will be hit with an algorithmic penalty. [02:55] Only focus about 5-10% of your energy on anchor text. [03:33] Links impact rankings, but so does the content on your page. [03:55] If you only focus on rich anchor text, your rankings are unsustainable. [04:30] That’s it for today! [04:33] Go to Singlegrain.com/Giveway for

In episode #770, Eric and Neil discuss what percentage of your links should point to your homepage. Tune in to hear if there is a magical percentage that will help your homepage rank higher. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: What Percent of Your Links Should Point to Your Homepage [00:40] Eric and Neil don’t know what percentage of their links lead to their homepages. [01:04] It doesn’t always make sense to link something back to your homepage. [01:26] Your homepage won’t convert as well as other pages, so it’s important to use it to discuss your products and services and make pages that are about the specifics of your offerings. [02:03] There’s no magic percentage that works the best. [02:25] Look at your metrics and determine the right percentage for yourself. [03:03] Even if your homepage converts well, you can’t rank your homepage for a bunch of terms. [03:22] Just focus on internal pages. [03:32] If you already have a lot of links to your homepage, pick the main pages that you w

In episode #769, Eric and Neil discuss which social network is the best for video. Tune in to hear which network you should be focusing on. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Which Social Network Is The Best For Video [00:45] There are so many social networks. [00:54] Twitch is now one of the main networks along with Facebook, Instagram, Snapchat, and Twitter. [01:25] Eric got more views on LinkedIn than he did on Facebook. [01:40] Neil thinks LinkedIn performs the best for video, because they want it more and promote it harder. [02:02] However, you shouldn’t limit yourself to LinkedIn. [02:20] You have nothing to lose by posting to a site that doesn’t have your ideal demographic. [02:35] The content repurposing framework is a good model for this. [03:17] Even if you are in B2C, there’s nothing wrong with uploading to LinkedIn. [03:31] The CEO of Cheddar is great at uploading tons of video content. [03:50] Just keep uploading anywhere you can! [04:10] YouTube drives long-term traff

In episode #768, Eric and Neil discuss how you can launch a product like Apple does. Tune in to hear how you can create hype. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How to Launch Like Apple [00:44] Apple has a PLF: Product Launch Formula. [01:03] Jumpcut likes to take you through three or four videos over a few days. [01:20] The final one pumps you up to buy. [01:42] Apple creates early buzz. [01:50] There are leaks and rumors. [02:00] They always announce at conferences. [02:40] People always know that if they don't’ act fast, the product will sell out and it will take longer to get the product. [03:10] Apple creates scarcity. [03:50] They know how to manufacture a feeding frenzy [04:17] Even though there is no reason to camp out for products anymore, people still do it, because Apple knows how to create hype and manufacture urgency/scarcity. [05:00] Influencers will help you create buzz. [05:13] That's it for today! [05:16] Go to Singlegrain.com/Giveway for a special marketing tool

In episode #767, Eric and Neil discuss how the GDPR has changed link building outside the US. Tune in to hear how you must go about link building now that the regulation has made it harder. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How GDPR Changed Link Building [00:37] GDPR = Global Data Protection Regulation. [00:54] There are now a lot of restrictions about what you can do in terms of data collection. [01:15] It has made link-building harder. [01:53] You can’t just email blast people anymore. [02:05] A simple way to build links, is to go to their site and message them through their contact form. [02:45] Be careful how you contact businesses in the UK. [03:10] There are a lot of lawsuits happening right now. [03:20] That’s it for today! [03:23] Go to Singlegrain.com/Giveway for a special marketing tool giveaway! Leave some feedback: What should we talk about next? Please let us know in the comments below. Did you enjoy this episode? If so, please leave a short review. Connect with 

In episode #766, Eric and Neil discuss how to hire solid SEOs. Tune in to hear how you find great SEOs that don’t suck. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How to Hire Full-Time SEOs That Don't Suck [00:35] Don’t just believe the resume. [01:00] The real test is to see what changes they would make to your website and if they can implement specific changes. [01:40] Test them out on a temp basis before you hire full-time. [02:05] Good SEOs have “burnt” their own websites. [03:10] The more seasoned you are with running experiments, the better a hire you will be. [03:35] Ask potential hires about their weaknesses and really get into the nitty gritty. [04:05] Make sure they know how to modify basic HTML code. [04:23] You want people who can take action. [04:32] Go to the Marketing School website and find our post about SEO interview questions. [04:40] Check out the potential hire’s website. [04:59] That's all for today! [05:01] Go to Singlegrain.com/Giveway for a special marketing tool

In episode #765, Eric and Neil discuss how to find the best marketing talent. Tune in to hear how you can find young, motivated workers. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How to Find the Best Young Marketing Talent [00:37] Eric’s interns have always been great. [01:06] Singlegrain often uses Angellist to find the best people. [01:31] It is important to have a hiring process. [01:58] You can find young talent via blogging and social sites, but the best way to find great talent is to have interns. [02:20] Neil’s company looks for interns who really want a career in marketing. [02:30] They train them to grow with the company. [02:52] When you get them young, they aren’t jaded. [03:30] Be a “T-Shaped” marketer. [04:18] If you want people who are “up to speed”, look for people who did internships at other marketing agencies. [04:42] Most agencies won’t hire their interns. [05:08] Pay your interns! [05:18] By paying interns, you set a good precedent. [05:30] That’s it for today! [05:

In episode #764, Eric and Neil Discuss whose advice you should follow. Tune in to hear how you know who to trust. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Which Marketers Should You Listen To [00:45] Take what most people say with a grain of salt, until you've tested out the tactics. [01:05] Until you run tests, you don’t know if a tactic will drive results. [01:40] Podcasts and books are great for ideas. [02:25] If someone gives you a tactic and it works, you can begin to trust his or her advice. [03:03] It’s not about the person, it is about the strategy. [03:24] A Canadian SEO gave Neil a 40% increase in search traffic. However, the other advice wasn’t helpful and didn’t work. [03:55] Neil knew there was a risk in working with this company, because only one piece of advice worked. [04:35] You have to be open-minded when listening to advice. [05:29] That’s it for today!! [05:33] Go to Singlegrain.com/Giveway for a special marketing tool giveaway! Leave some feedback: What should we 

In episode #763, Eric and Neil discuss how you can reduce refund rates. Tune in to hear how you can provide better service to avoid refund rates. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic:  How to Reduce Your Refund Rates [00:35] First, understand why people are asking for refunds. [00:58] When someone wants a refund, ask them why. [01:11] Whether that is an email or a survey, the info will be helpful. [01:27] Once you have about 50 answers, you will probably start to see a pattern. [01:45] Jump Cut has an action-based guarantee. They will refund if the customer proves they went through the entire online course they offer. [02:20] Their refund rate dropped to 5%. [02:42] Expand your refund period. The longer it drags out, the fewer refunds you will have. [03:01] Adjust your pricing. [03:25] Offer to drop the price instead of refunding. [03:47] When you do that, customers like and respect you more. [04:10] Offer products and services for a limited or set period of time. [04:59] That’s it f

In episode #762, Eric and Neil discuss why you should stick to one marketing channel. Tune in to hear why focusing on one channel is so important. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Why You Should Only Stick to One Marketing Channel [00:36] When Eric has tried too many channels at once, he has failed. [00:50] Doing too much spreads you too thin and can lead to disastrous results. [01:06] Focus on the thing that is most successful. [01:30] Marketing is not just one channel, it has to encompasses everything. [01:50] Each individual should focus on their strongest skill set. [03:10] Neil is not great at Instagram, so he doesn’t bother with it. [04:00] Look at the most successful marketers. They crush it at social media, but they don’t ignore the other channels available (they just have another team member take care of it). [04:19] That’s it for today! [04:34] Go to Singlegrain.com/Giveway for a special marketing tool giveaway! Leave some feedback: What should we talk about next? Ple

In episode #761, Eric and Neil discuss how many funnels you need. Tune in to hear why more funnels doesn’t always equal greater success. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: How Many Marketing Funnels Do You Need [00:40] ConvertKit and Drift are useful funnels. [00:55] Using too many gets confusing. [01:11] Neil has one marketing funnel. [01:27] He segments inside the funnel, so by segmenting he can pitch offers based on the path the customer follows. [01:44] Even people who love funnels, tend to pare it down to one main funnel. [02:08] With too many funnels, you can easily lose track of things. [02:44] Once you have one advanced funnel, it’s easier to improve upon it. [03:08] Testing and improving on efunnel is better than having multiple, complicated funnels. [03:40] Base your upsells and downsells from the info gained in the first funnel. [03:55] Make your funnel like a “Choose Your Own Adventure”, so it can be personalized to each visitor. [04:25] It’s important to see how people

In episode #760, Eric and Neil discuss putting a phone number on your website. Tune in to hear if this is a necessary tactic. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Should You Place a Phone Number on Your Website? [00:38] Eric gets 10-15 calls per day. [00:56] Neil thinks it’s a waste of time to field random calls. [01:15] Use chat services instead. [01:30] Most of the calls are junk. [01:45] Consider segmentation and only reveal your number to US visitors. [03:00] It’s easier to collect a lead and call them. [03:35] You can use Drift or Intercom to help segment your visitors and leads. [03:57] That’s all for today! [03:59] If you could take two minutes out of your day, we are trying to improve the listening experience for you, so go to Singlegrain.com/survey and help us gain some insight into what matters to our listeners. Leave some feedback: What should we talk about next? Please let us know in the comments below. Did you enjoy this episode? If so, please leave a short review.

In episode #759, Eric and Neil discuss easy SEO tactics. Tune in to hear some of the easiest things you can do to improve your traffic. TIME-STAMPED SHOW NOTES: [00:27] Today’s Topic: Low Hanging Fruit - SEO Tactics That Easy And Effective [00:40] Make the most of what you have already. [01:25] Upgrade posts and content. [01:45] Remove the dates from URLs. [01:55] Making URLs more generic is beneficial for your Google ranking. [02:33] Shorten URLs to increase your traffic. [02:57] Neil has deleted content before. [03:15] Pruning your content could negatively affect your traffic. [03:57] When pruning, look at what the post is doing for you. If it isn’t performing well, it won’t hurt to delete, but it’s better to fix what’s there. [04:45] Speed up your site. [04:50] GTMetrix will help you see how fast your site is. [05:08] You may find that there are useless tags slowing down your load times. [05:28] The best hack is building a brand. [05:37] This is the most reliable long-term tactic. [06:15]