Tradeshow Bootcamp and Brice McBeth

1. BRICE MCBETH
SEO is a Hoax!

2. SEO is a Hoax!
It’s hard

3. It can be
HARD!
It can be TIME
CONSUMING!
SEO IS A HOAX
TF Hodge

4. To conquer frustration,
one must remain
intensely focused on
the outcomes,
not the obstacles.
- T.F. Hodge
SEO IS A HOAX

5. 99% of people will
believe quotes from
the internet if you
put it next to a
photo!
- Abe Lincoln
SEO IS A HOAX
Do’s/n’ts

6. SEO IS A HOAX
DO THIS!
Genuine
Authentic
Marathon results
Part of a marketing MIX

7. SEO IS A HOAX
DON’T DO THAT!
Search Engine Rankings
ROI vs PPC
Generate Traffic
You’re supposed to do it
You HATE IT!
We’ll cover

8. WHAT WE’LL COVER
❏ Hidden pitfalls of SEO
❏ 7-Step Shortcut Process for Content Development
❏ Leveraging Proven Networks for Your Content to Create
Content Equity
❏ Checklist for Guaranteeing Eyeballs from Ideal Clients
SEO IS A HOAX
99%

9. What We Obsess
About
What We SHOULD
Obsess About

10. CONVERSION RATE OPTIMIZATION | What an AB Test Looks Like

11. slides

12. BriceMcBeth.com/Bootcamp
FREE 15-MINUTE CONSULT
Copy of Today’s Slides
Download The Tools / Worksheets
Salon Chairs Don’t Sell Themselves
bullets

13. THERE IS NO SILVER BULLET FOR SEO...
FROM SILVER BULLETS OF SEO
...there are eleven silver bullets for SEO

14. ❏ Know your competition
❏ Meta Data >> Schema
❏ 2,400 Words
❏ Broad vs Long Terms
❏ Don’t Be Britney Spears
❏ Use Variations of Chocolate Donuts
❏ Make it Uniquely Valuable
❏ Test Using PPC
❏ Don’t Forget Local / Biz Listings
❏ Social Media Signals
❏ Bing is a Real Search Engine, Too
SILVER BULLETS OF SEO
FROM SILVER BULLETS OF SEO

15. ❏ Paid links
❏ Anchor text
❏ Meta Data
❏ Exact Domain Matching
DECREASING FACTORS
FROM SILVER BULLETS OF SEO

16. ❏ Topical Relevance
❏ Schema / Structured Data
❏ Social Signals
❏ Incoming Link Domain Authority
❏ URL Structure
❏ Internal Links
STEADY FACTORS
FROM SILVER BULLETS OF SEO

17. ❏ Mobile optimization
❏ Perceived value
❏ Instant answers in SERPS
❏ Usage data (CTR, Dwelling)
❏ Associated app popularity
❏ Site speed
❏ HTTPS
INCREASING FACTORS
FROM SILVER BULLETS OF SEO
Online training

18. FROM SILVER BULLETS OF SEO
udemy

19. FROM SILVER BULLETS OF SEO
juggernauts

20. FROM SILVER BULLETS OF SEO

21. FROM SILVER BULLETS OF SEO

22. tech

23. food

24. Hidden cost

25. THE HIDDEN COST OF BLOGGING
$3,000/mo on SEO Services
12 Months = $36,000 Total Investment
100,000 Searches
60,000 Clicks
1% Site Conversion
600 Sales
$150 Average Revenue Per Sale
$90,000 Total Revenue Generated
35% Gross Profit
$31,500 Gross Project Profit
ROI… oops!
SEO IS A HOAX
Noah kagan

26. SEO IS A HOAX
It’s not uncommon for
me to be up for 48
hours straight writing
the perfectly optimized
blog post.
- Noah Kagan
aboutyourtime

27. AND ABOUT YOUR TIME...
1-->4 Hour Minimum for Writing
3-5 Days Feedback
1-2 hours Revision
More Feedback?
Start Over?
1-2 Days To Schedule Post
~2 Weeks Elapsed for 1 Article
~20 Articles/Year
Need 150 articles over consistent 12
month period (Weidert Group)
7.5 Years to Be Effective
SEO IS A HOAX
Bottomline

28. ❏ Do your math first
❏ Do your research & planning second
❏ Write for PEOPLE to stay ahead of algorithms
THE BOTTOM LINE(S)
FROM SILVER BULLETS OF SEO
Endgame

29. FROM SILVER BULLETS OF SEO
IMPORTANT REMINDER:
CONVERSIONS ARE THE END GAME!
Remember that SEO is
not the End Game!!
standish

30. CASE STUDY

31. tofu

32. TOFu
How to Start a New Salon, Salon Floor Plans, Salon Design Ideas
MOFu
Salon Chairs for Sale, Salon Furniture Packages
BOFu
Standish Coupon Codes, Best Red Salon Chairs
Doing Well / Late In the
Game
Crowded / Competitive /
Expensive
DO THIS! Get the LEAD!
SEO IS A HOAX

33. USING BLOGS & CONTENT TO SELL

34. USING BLOGS & CONTENT TO SELL
Growth chart

35. SEO IS A HOAX
pie

36. SEO IS A HOAX

37. USING BLOGS & CONTENT TO SELL
KEYWORD TERMS % Traffic
Standish Brand Terms 19%
Organic Product Terms 5%
Salon Floor Plans 1.2%
Salon Equipment Checklist 0.7

38. Intentional
organic search
traffic to blogs is
such a small
sliver…??
SEO IS A HOAX

39. SEO IS A HOAX

40. SEO IS A HOAX

41. USING BLOGS & CONTENT TO SELL

42. LEADS: You don’t ask, you don’t get.
SEO IS A HOAX
7-step

43. WHAT WE’LL COVER
❏ Hidden pitfalls of SEO
❏ 7-Step Shortcut Process for Content Development
❏ Leveraging Proven Networks for Your Content to Create
Content Equity
❏ Checklist for Guaranteeing Eyeballs from Ideal Clients
SEO IS A HOAX

44. Working better… But still... Hard....
HOW CAN WE DO THIS FASTER & EASIER?!
SEO IS A HOAX
spiritual

45. USING BLOGS & CONTENT TO SELL
THOU SHALL NOT STEAL
CURATE, THOUGH.. YOU’RE GOOD, BRUH!

46. Identify great content
for my audience
Give credit to
original source

47. VIDEO!!!
Different Photo
Give credit to
original source

48. Personalized interpretation
/ uniquely valuable
Personalized title
(SEO)
Pull quote
Give credit to
original source

49. BRICE’S 7 STEP (SHORTCUT) CONTENT CURATION PROCESS
1. Identify an article that your audience would find valuable
2. Provide your own interpretation / commentary to make it primary content,
uniquely valuable, & easier to read
3. Infuse primary content with your target keywords
4. Highlight a pull quote
5. Give credit to original source (mention & link)
6. Include a CTA!
7. Share it out!
SEO IS A HOAX

50. WHAT WE’LL COVER
❏ Hidden pitfalls of SEO
❏ 7-Step Shortcut Process for Content Development
❏ Leveraging Proven Networks for Your Content to
Create Content Equity
❏ Checklist for Guaranteeing Eyeballs from Ideal Clients
SEO IS A HOAX
allduerespect

51. WITH ALL DUE RESPECT, BRICE...
I have some really good original content that I’ve created.
SEO IS A HOAX
Optiona

52. 100 Views
1% Conversion
1 Conversion
Rank Equity for Your Site
A
SEO IS A HOAX
boat

55. Submit Unique Content To 3rd
Party
Share / Thank You!
Curate to Blog
This IS my blog
SEO IS A HOAX
optionb

56. 100 Views
1% Conversion
1 Conversion
Rank Equity for Your Site
YOUR Content NOT on YOUR Blog
A B 1,000,000 Views
1% Clickthru to Your Site
1% Conversion (100)
Exposure Equity
Domain Boost
BONUS #1: Featured on
BONUS #2: Curate to your blog
GUEST
BLOGGING ON
3RD PARTY
SITES
SEO IS A HOAX

57. SEO IS A HOAX

58. Share / Thank You!
Curate to Blog
This IS my blog
SEO IS A HOAX
othersites

59. SEO IS A HOAX
linkedin

60. SHARED
WITH
6.5M
SEO IS A HOAX
agenda

61. WHAT WE’LL COVER
❏ Hidden pitfalls of SEO
❏ 7-Step Shortcut Process for Content Development
❏ Leveraging Proven Networks for Your Content to Create
Content Equity
❏ Checklist for Guaranteeing Eyeballs from Ideal
Clients
SEO IS A HOAX

62. USING BLOGS & CONTENT TO SELL

63. I JUST HACKED THEIR FOLLOWERS!
AMPLIFIED = +200,000 Followers
SNIP.LY LINK!
SEO IS A HOAX

64. SEO IS A HOAX
SNIP.LY LINK!

65. The Beginner’s Guide to CRO / Hubspot Blog / Ben Cotton
Trying to generate more website traffic isn’t necessarily the right approach. Think of it
like a leaky bucket. Pouring more water into a leaky bucket won’t fix the root cause --
you'll just end up with a lot of waste. Conversion rate optimization is about getting more
from what you have and making it work even better for you.
SEO IS A HOAX

66. 21 Things Preventing You From More Conversions
Get The Book for $1
Add To Cart
CRO
AB Testing
Optimizely
VWO
Conversions
Optimize Website
Improve Website
Increase Conversions
Ben Cotton
Hubspot
✓
✓
SEO IS A HOAX

67. ✓
✓
✓
✓
✓
✓
✓
✓
✓ $100/day
$100/mo
$50
$10/day
90 days
5 days
5 days
30 days
SEO IS A HOAX

68. WHAT WE COVERED
❏ Hidden pitfalls of SEO
❏ 7-Step Shortcut Process for Content Development
❏ Leveraging Proven Networks for Your Content to Create
Content Equity
❏ Checklist for Guaranteeing Eyeballs from Ideal Clients
SEO IS A HOAX

69. BriceMcBeth.com/Bootcamp
FREE 15-MINUTE CONSULT
Copy of Today’s Slides
Download The Tools / Worksheets
Salon Chairs Don’t Sell Themselves