June 19, 2025 • 28 mins
I had a blast chatting with Karen Roberts on the Podcast Profits Unleashed show! 🎙️ We dove deep into how SEO can transform your online presence — especially if you're a coach, expert, or entrepreneur trying to stand out in a crowded space 💻📈
We covered it all:
✔️ What really gets you ranked on Google
✔️ Why backlinks are your best friend (when done right) 🔗
✔️ How podcasters can turn every episode into a powerful SEO asset
✔️ The secret to turning traffic into actual sales 💰
✔️ Why your website needs to be more than just “pretty”
I also shared some major don’ts (like buying shady backlinks on Fiverr 😬) and do’s (like making sure your Contact page builds trust). And of course, we talked about why SEO is a long-term game — not an overnight hack.
If you’re podcasting, coaching, or just trying to grow your biz without constantly throwing money at ads, this episode’s packed with actionable strategies to help you get found online — and actually convert that visibility into leads and clients 🙌
🎧 Listen in now and let me know what tip stood out most!
#SEO #DigitalMarketing #PodcastTips #OnlineVisibility #Backlinks #ContentStrategy #WebsiteTraffic #GoogleRanking #SEOforCoaches #PodcastMarketing
https://seooptimizers.com/gift
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
So welcome to another episode ofthe podcast Profits
Unleashed podcast,the show where we empower
coaches and experts to usepodcasting as a powerful tool
to drive sales and grow yourbusiness. Now, I'm your host,
Karen Roberts. Now,after the break,
I will be sharing how coachescan use podcasting to tell
(00:23):
targeted stories that don'tjust show their real self,
but also solve a specificproblem that their ideal client
has. But before that,I'm here with Brandon Lebowitz,
and he is the founderof SEO Optimizers,
a digital marketing company thathe's been running since 2007.
(00:48):
So I would say he's prettymuch an expert on SEO.
He specializes in helping smalland medium sized businesses
increase their online visibilityand drive traffic that converts.
Did you hear that?
Converts is the key thing intoclients, leads, and sales.
So welcome to the show, Brandon.
(01:08):
Thank you so much for having me.
So would you like to start with.
You've been doing this a while,right?
So what initially inspired youto even go into the
world of SEO?
Probably graduating from collegeand getting my degree in
business marketing.
(01:29):
One of the first jobs I got outof university was doing SEO,
which I had no idea what thatmeant. Wasn't planning on it.
Got my degree in businessmarketing in 2007 and I told
the company, like,they only teach you SEO,
digital marketing in college,maybe nowadays,
at least they hopefully do,but back then they didn't
really teach it to you.
And I told them that andthey said, don't worry,
(01:50):
we're new to this as well andwe're going to learn with you
and take you to classes andworkshops and seminars.
And I was like, all right,this sounds interesting.
Let me give it a shot.
And after going to someof these seminars,
I'd hear people talking,saying, like, back in 2007,
I have 10 different websites andI'm doing all this drop shipping
and affiliate marketingand all these things.
And it made me realize I couldwork full time doing SEO at this
(02:13):
company and I could also go to alocal piece pizza place or a
dentist or any local businessand try to get clients here or
there and pick up freelanceclients here, there.
And after doing thatfor a few months,
I just realized this is thefuture and I should just keep
sticking with this.
And will you never turnback after that?
And so many people, I,I don't think really understand
(02:35):
SEO.
They think all they got todo is build a website.
It is back to that,build it and they will come.
And there's so many differentwebsites.
So you've got WordPress you'vegot, wix, you've got.
And then I know what we use isgo high level so we can create
funnels or websites within that.
(02:56):
There's so many different thingsout there and yet they're
building.
They want to makeit look pretty,
but not enough focus is on thebackend work which they
don't understand.
So you must have some kind ofprocess to really help people
get organic traffic from Googleand get Google to love them.
(03:20):
So what is your process?
How do you do this?
It's a little different forevery website because every
website's unique.
But there's some overlappingcommonalities with every website
that Google always looks at,which is like text
or the coding.
So Google what we see and whatGoogle sees are different.
When search engineslook at a website,
(03:40):
they look at the code for youto put keywords in
different places.
The first step is alwaysgoing in your website.
Whether you're on WordPress orShopify or Wix or Squarespace or
whatever platform. Magento,Joomla. They're all,
you're all able to go in thereand make changes in
different areas.
That way Google better read andunderstand and know what
(04:01):
that page is about.
Which gets a little technical.
But one place that doesn'trequire coding is just adding
more text text to everysingle page,
which is something everyonecould do is just add more text.
Google feeds off text.
They struggle with imagesand videos and audio.
They're getting much betterat it, but they want text.
So if you're doing podcasts,transcribe it or timestamp
(04:22):
it or summarize it,but just add text to that
YouTube video description or ifyou're playing the podcast
episode on your website,add text about it.
It's so very important and thatdoesn't require any coding.
And that alone I can almostguarant would get everyone more
traffic to their website justhaving more good original
quality content.
(04:44):
But none of that really mattersto Google without trust.
And Google just doesn't believeanything anybody puts
on the website.
Because I could builda website and say,
Brandon dentist.com Google,are you really a dentist?
Because we don't want to sendpeople to your dental office and
find out you don't exist.
So if I create a website,Google sees all these keywords
(05:07):
but they're like no,they're not going to rank you
for any of these keywords unlesswe see other websites
talking about you.
The more third party sites thatare talking about me,
the more trust Google gives tome and the higher they're going
to rank me. So if I'm a dentist,I should be on like WebMD,
I should be on Wikipedia,I should be on Google Maps,
I should be on MapQuest,I should be on Apple Maps.
(05:28):
And the more websitesthat I'm on, the more popular,
the more trust Googlegives to you.
And then they look atthose keywords.
That's how SEO works withoutgetting too technical,
in the weeds for commonalities.
But then every website'sdifferent. If you're local,
we want to get you on the maps.
If you're E commerce,we want to get your products to
show up on Google Shopping andjust trying to capture all that
(05:49):
free real estate thatGoogle offers.
So you're talking aboutbacklinks there, right?
The more other websites arepointing to your websites,
the more Google is goingto trust you.
Yeah, yep.
You got to get those third partysites to talk about you.
And it's like this website isvoting for you, saying hey,
if we're talking about you,that means we trust you.
(06:10):
And if Google sees all theseother websites that are related
to what you're doing,mention you,
that tells Google that you mustbe at least somewhat relevant,
somewhat trustworthy.
Are there any,any other sort of tips that
people should includeon their website?
Would it be better to have aWhatsApp button or somewhere
where people can call youand have your email?
Are all those things that countfor Google trusting you more?
(06:33):
Google wants to seea phone number,
so having a WhatsApp clickablelink doesn't matter.
But having a Contact Us pagewith your phone number,
your email address,because as people have come to
me with the website and they'reselling products and there's no
Contact Us page. And I was like,well, I'm buying your product.
What's going to happen ifI don't get the product?
How am I going to contact you?
(06:54):
And if I've never been to yourwebsite and don't know who
you are, why would I?
How will I trust you?
I'd rather just go on Amazonbecause there's no phone number.
And little things like that thatGoogle looks at as trusted
was like phone number,your email address,
your address,if you can put it there.
If you don't want to put youraddress, put the city and state.
But just anything that you thinkwould help build trust.
(07:15):
Imagine you go to your websiteand there's none of
that stuff there.
Would you buy offof this website?
That's how you have to look atit. Google's not going to.
People aren't goingto Trust you.
Google's not going to trust you.
Having an About Us page,a privacy policy,
terms of service,all these are just basic
pages that to Google,a normal business that's a real
business would have it anddoesn't take that much time
(07:38):
to create those pages.
But they're really important tohave anything to just
help build trust.
So what do you think is.
Because a lot of people do havewebsite, and that's going to.
The main thing is, yeah,they're not getting traffic.
So what is it they're doing?
The number one thing thatthey're doing wrong.
Usually it's backlinks.
Either people build the wrongtype of backlinks by going on a
(08:01):
site like Fiverr and buying athousand backlinks for $5.
And.
Or they don't know whatbacklinks are or.
And don't realize howimportant they are.
But backlinks are one of thebiggest pieces to
that SEO puzzle,that if you're building the
wrong type of backlinks,it'll actually do more
harm than good,where instead of ranking
you higher,it's going to drop you down.
(08:22):
And I've seen too many timeswhere people have backlinks,
where there's tools that willlet me look at any website
backlinks,and I'll see their backlinks
have been like this,and then all of a sudden just
shoots up and they got athousand backlinks in one month,
and that just drops.
And it continues to drop.
And to Google,they're gonna be like,
how do you get all thesebacklinks when over the past
five years you've only gotten 20backlinks? And all of a sudden,
(08:42):
one month you're getting thishuge influx of backlinks,
maybe went viral,but usually that's not the case,
and it's somebody tryingto game this.
And so what are some of thethings that people could do
to build these backlinksorganically?
How are they encouraging peopleto put their link on
their website?
That is the tough part is how doyou get someone to mention
(09:05):
you on their website?
But there are tools that willlet you look at any website's
backlinks.
I can look at your backlinks andlet's say you're my competitor.
I would say, all right,let's look at your backlinks and
look at anyone that'slinking out to you.
Because if someone'slinking out to you,
they would probablylink out to me.
I just got to get creativeand figure out why.
Did they link out to you?
Did you do an interview?
(09:26):
Did they write,did you write an article?
Did you do a blog post?
Did you do a podcast?
Did you sponsor an eventor a trade show?
Or are you a local business?
Did you join like your Chamberof Commerce or the BBP or
TripAdvisor, whatever it is,you could reverse engineer
anyone's website using toolslike Ahrefs or Moz or Semrush.
(09:47):
They're not free,they're all a little pricey,
but they'll let you spy on yourcompetitors backlinks and pretty
much replicate what's working.
Okay, and,and I suppose for pod,
this is another thingfor podcasters.
They don't realize that you cando SEO behind your podcast.
And I suppose so is that goingto help people like in the show
notes, make sure you have your,have a link to your website
(10:10):
and your guest.
And if you the beauty is then ifyour guest posts that you're
going to have a backlink fromthem. So it's a win, isn't it?
So the more you can do to addthese links in and like you say,
create a blog post out of everyepisode that you have.
It's so easy.
We've got so many tools that areat our fingertips that can just
(10:32):
take the transcription andjust turn it into a blog.
It doesn't have to be difficult.
It's still unique content.
And I think this is where maybesome of the fear comes
from because you,you mentioned earlier about it's
got to be unique content.
And the problem may arisebecause everybody's using
chat GPT and they,they're using AI to write stuff.
(10:56):
Whereas the beauty of a podcastis that you get to show
up authentically and,and just have a conversation.
Then from that conversation youcan still utilize AI, can't you?
To turn it into a blog postbecause it's still going
to be unique content.
Would that be right?
Yeah.
The crazy thing about AI isevery single time you use it,
it's unique content.
(11:17):
If a million of us all askit the same prompt,
it's going to give us all100% unique content.
But it's not accurate.
And Google said a couple years,like two years ago,
we don't care anymore whowrites the content.
AI can write all your content,but you have to edit it and make
sure it's useful and beneficialto the reader because
(11:37):
if it's not,they'll penalize you.
But it's always unique,which is the craziest thing.
I don't know how it does that,but it is much better to have
a transcript and have it,because if you just use AI and
we all write the same thing,it's going to be very similar
and it's not going toreally be the best.
But if you use those tools tohelp you just transcribe the
video, transcribe the audio,and then timestamp it,
(12:00):
summarize it.
I always tell everypodcast I'm on,
you guys have the easiestopportunity to build backlinks.
You actually have to do nothingexcept for make a page for every
episode that you have a guest onand share that with your guests.
Because a lot of podcastswill just be like, hey,
I posted you on YouTubeor Spotify.
Here's a link to Spotify andwhat am I going to do?
(12:21):
I'm going to share that link toSpotify and with my audience.
And what's that going to dothat's going to help Spotify
get more traffic,get more backlinks,
get more social signals.
It's not really goingto help you.
It's going to help you a littlebit to get more listeners.
But ultimately, like,if you send someone to YouTube,
there's ads,there's a lot of distractions to
get that person to forget aboutyou really quickly.
Whereas if you make a pagefor every episode,
(12:43):
embed that YouTube videoon that page,
have some good content on it,then you share that
with your guests.
Your guests will definitelyshare that on social media,
get you some social signals,but they also might share it on
their website and get youthat SEO backlink,
where now you don't really haveto do anything to
get a backlink,except for just have good guests
on and share those episodes asblog posts on your website,
(13:05):
because your website own that.
You don't own social media,you don't own Spotify itunes,
You're renting space and theycould take you down anytime and
you have no control over that.
Whereas your website is yoursforever and you need
to have a website.
Oh, I Yeah,that is just so true.
And I do think that.
(13:26):
I think the thing is that somany people think it's so
easy to start podcast.
All I've got to do is interviewthis person and upload it
into Apple. But yeah,you're so right.
People are missing out on somuch. If you've not got it,
then turned it into a blog, I,I suppose I probably
bombard people.
I've actually got two blogs.
(13:47):
One of mykarenrobertscoaching.com website
and one under my podcast,Profits Unleashed.
So the blog posts are slightlydifferent, but they're still.
You can still embed the episode.
So you're still going to get alistener out of it. And then,
yeah, for double whammy,I'll put the YouTube video
at the bottom.
So then you're dealing withpeople who like to read,
people like to.
(14:08):
To watch people who liketo listen all in.
So great tips there.
But what else do you thinkscares people?
What you mentioned earlier aboutthe problem is that and they
do this unknowingly.
Right Going to Fiverr somewherelike Fiverr and asking,
they think oh I can getbacklinks and they don't realize
(14:30):
that these are not reallyorganic ones and it's going
to do them harmonies.
Do you think it's the same thingwhen people are searching for
somebody to help them with SEO?
Why are people not gettingthis right?
They've taken all thetime to build.
They might have spent thousandshaving a website built.
But if the SEO isn't right,it's not really going
(14:52):
to help them.
So what do you thinkstopping people?
I feel like most people justdon't realize backlinks
are important.
Web developers say we're goingto build a website,
we're going to makeit SEO friendly.
But they're putting keywords inthe coding but they're not
building backlinks.
And you can put keywords allover your website but without
those backlinks,those keywords don't really
(15:13):
matter much to Google becausethey just don't believe you and
got to get those backlinks.
A lot of people just havemisinformation,
don't understand what backlinksare or there's so much
information about backlinksthat they're like hey,
I do want Fiverr and buy a bunchfor 10 bucks, 20 bucks.
Why would I want to invest allthis time and join the BBB which
(15:34):
costs 500 a year or join achamber of Commerce which costs
500 a year when I couldjust get it for cheap.
But Google sees that you'respending money paying 500 bucks
to get in a local chamberof commerce, a scam,
a fly by night website wouldnever spend that money.
So all these little things thatyou have to put money in,
you have to invest in yourbusiness and get those
backlinks.
(15:54):
And unfortunately backlinksaren't free either.
They might be free but itrequires your time.
But usually it requires moneyand you're not building
those backlinks,even just building one or two a
month. That's still a huge win.
You don't have to build a tonof backlinks. Most websites,
it depends on the competitionbut in general have around
a hundred backlinks.
So if you could build a coupleevery single month,
(16:16):
that's going to get Google toslowly build you up and build
you up and trust you More youjust don't want to go all in and
then never build abacklink again.
That looks really strange.
Love that. Great advice,great tips there.
So what I'm hearing from you,it really is about building
the known and trust.
People have said it beforea thousand times,
but really this is how Googlesee if they don't like,
(16:39):
trust you that they're not goingto push you up and so you're not
going to have as many visitorsto your site.
But also one thing you saidearlier about it isn't
even just that,because even if you're getting
traffic to your website,if your website isn't converting
into clients,then getting more traffic isn't
(17:01):
going to help scaleyour business.
So what would you say are thebiggest tips for people to get
that part of the equation right?
That one is just making awebsite that isn't pretty.
But optimize for conversions,because a lot of people
just think,I want to make a nice website.
But what does a nice website do?
It's a good resume,good portfolio.
(17:22):
But if you want conversions,you have to make a website
that's optimized forconversions.
And that means you have to makesure all your important
information is at thetop of the screen.
Whatever you look at right now,if you're open,
if you're on a website,it's called above the fold.
Once you start scrolling,that's below the fold.
And most people will neverscroll down on a website.
And if you don't have all yourimportant information
(17:44):
at the top,that person's gonna hit that
back button and in general,about half your traffic is
gonna leave immediately.
That bounce rate fromGoogle Analytics,
and that's just normal.
But anything that you couldhelp to minimize that,
which is making sure yourwebsite has a good value
proposition right on the topof every single page.
It's easy to read and knowwhat that page is about.
(18:04):
Maybe have a video,some bullet points at
the top of the page,and a call to action
lower down the page.
You could have all this content,this text for SEO,
but the top of the page needsto be simple, easy to scan,
easy to look through as a Z,because people scan left to
right depending on what countryand how you read, but left or Z,
zigzagging and quickly lookingfor words that pop out if you
(18:26):
just put your company name thereor put things that aren't
going to sell,like I could say I've been
in business since 2007.
They don't care about,people don't care about that.
They want to know what'sin it for me? What's,
what am I going to get fromusing your product or service?
So for mine, my homepage,my value proposition is stop
spending money on ads orincrease your website sales and
(18:46):
leads without spendingmoney on ads.
So that's why I puton the homepage.
But every page has a differentvalue proposition because I have
a page about link building.
I'm going to tell them,like get good quality backlinks
without jeopardizing yourwebsite or something like that.
So it speaks more to them.
And that's really important istell people what's the benefits,
what's the value?
What am I going to get fromreading this page,
(19:07):
from reading this article,listening to this
podcast episode,from using your product, buying,
using your services.
Ultimately people are selfishand want to know what
am I going to get?
And if you could quickly conveythat in a few seconds,
that's going to get peopleto stay on your website.
Still not going to getthem to convert,
but at least they stayon your website.
And that's why having that callto action above the fold makes
(19:28):
it easy for people to find thatphone number or the add to cart
button or if it's a form youwant people to fill out,
but gotta make it easy.
If you're an E commerce website,look at Amazon.
You can see that all theimportant information at the top
of the page and then belowonce you start scrolling,
it's all this text at the top ofit's really optimized for people
because most website Amazon isgoing to be ab testing And a
(19:52):
great way you could test is abtest your website and send half
of your traffic to one versionof your website and half the
traffic to another version andsee what gets more conversions.
Maybe you could change yourphone number, the font,
the color where it's placed andsee does that get me more
leads or less leads.
And if it drops down and youdon't get more leads,
change it back.
But always be testing.
(20:13):
There is no perfect website.
Even Amazon,they're spending tens of
millions of dollars.
If we all look at Amazon,we're all going to get a
slightly different version.
We're not going to see thedifference because it's so tiny,
but they're constantly testing.
Maximize every visitor toget them to convert.
Brilliant. And so look,what should the listeners do
(20:35):
next if they're out therethinking, oh,
I've just left my website and Iwould like to have more traffic
and I would like to turn thosethat traffic into leads,
sales clients,what should they do next?
They should just little bylittle start making,
implementing the changes that wetalked about. And with SEO,
(20:55):
it's a long term strategy,long term play,
and you have to stick with it.
A lot of people just start doingsome SEO and then a few months
later there's like,it's not working.
And it's because it takes time.
On average it takesabout six months.
It could take longer,could be shorter,
depending on the competitionand the competitiveness.
But on average it takes aboutsix months to a year.
(21:16):
And if you don't stick with it,it's not going to fully work and
you just got to keepgoing with it.
Cool.
So where can they reach outto you? They want help?
Where do they find you?
So anyone that wantsto learn more,
I create a special gift foreverybody if they go to my
website@SEO optimizers.comthat's S E O optimus O P T I
(21:41):
I z e r-s.com forward/gift.
And I can find that gift therealong with my contact
information and classes I'vedone over the years.
I've thrown up for free.
So you can see step by step.
I do a lot of stuff that wetalked about for SEO.
And also if you do have awebsite and you want me to check
it out from an SEOpoint of view,
you could book some time on mycalendar for free there as well.
(22:02):
Fantastic.
Thank you so much foryour time today.
It is an interesting subject.
A lot of people think,oh my God, SEO.
They don't want to know knowbecause it is tech technical
stuff. But it's so important.
Who doesn't want to getfree traffic, right?
Who doesn't want to not haveto pay ads and get,
have a continual flow of trafficinto their website that you
(22:26):
can convert into clients.
So to the listeners,I will be back after the break
where I'll be sharing howcoaches can use podcasting to
tell targeted stories that don'tjust show show their real self,
but also designed to solve aspecific problem that
ideal client has.
(22:46):
So I will be back after thebreak. Bye for now. So,
hey everyone, I'm back.
Welcome to my littlesolo segment.
I hope you love today's guestas much as I did.
He really brought it, didn't he?
SEO, Right?
This is got me thinking aboutsomething I wanted to share
(23:07):
with you today.
And that is my top tip for usingtargeted storytelling to
magnetize your ideal coachingclients. Yeah, that's right.
We're going to go a little bitdeeper on this one. So, look,
here's the deal.
Podcasting is an amazing spacewhere you get to show up as your
authentic self, right?
That's the beauty of it.
(23:28):
You're not stiff,it's not scripted.
You're just you.
And when you're real,your vibe attracts your tribe.
But I want to take that a stepfurther today because I know
you're here for that extravalue, that little edge,
to get more clients knockingon your door.
And so what I've noticed,and you probably picked up on
(23:50):
maybe with your guest today,is that the magic happens when
you don't just tell any story,but you tell time targeted
stories that hit a specific painpoint your ideal client is
wrestling with. Think about it.
He.
I guess he shared about one ofhis clients who went from having
a website that really wasn'tdriving any traffic or wasn't
(24:13):
converting at all,and the next minute it's working
beautifully because he sortedout the problem he sold,
solved the problem withbacklinks and things, right?
So this is what needsto be done.
So when people can turn itaround and they've cracked the
(24:36):
code to having a success,whatever that looks like.
So it's not just aboutsharing a cool story.
It's a lifeline for someone outthere who may be stuck in that
same stuck moment thinking,oh they're never gonna figure
this out. So this is my tip.
When you're on your podcast orwhether you're guesting
(25:00):
on someone's podcast,pick one pain point that maybe
your dream client has.
Could be imposter syndrome,or they're terrified of
raising their prices,or they can't seem to get their
clients to stick around.
Whatever it is,craft a story from
your own journey.
Or it could be a story of a.
(25:23):
A previous client that showsthat showcases how
you tackled it.
So rather than you just saying,you know what?
I struggle to say.
I was charging 50 pounds,$50 an hour,
sweating every session,until I realized that my mindset
(25:45):
was the problem.
And then once I figured thatout, I doubled my rates,
owned my worth,and then booked three clients
the next week. Boom.
Those are the kind of storiesthat will stop the listeners
in their tracks.
Now, why does that work?
It's because when you are realand when it's targeted,
(26:11):
you're not just another voicein their earbuds anymore.
You're the coach that they'vebeen searching for.
They hear themselvesin your story,
and suddenly they're thinkingshe gets me. She's been there.
I need to work with her.
Huh?
(26:31):
It's like a magnet pulling themright to your doorstep
or whatever.
Maybe it's your coming into yourinbox. Whatever it is,
the next time you hit record,remember about the storytelling.
Pick one pain point,tell that one story and then
here's the kicker.
(26:52):
Wrap it up with a supersimple invite.
What is the next logical stepthat the listener can take
to working with you?
So for me,this is what I love doing
is pulling out stories.
So if you'd like information onhow to deliver your story in a
(27:17):
way that brings in the audience,the website the same as a
podcast podcast profitsunleashed.com forward/sorry
power Hour.
I do offer a power hourwhere we jump on zoom.
You tell me your story and Iwill pull the right story and
help you deliver itin the right way.
(27:39):
Other than that,I will be back next week with
the Podcast Profits Unleashedpodcast. Bye for now.
Thank you for listening totoday's episode on the Podcast
Profits Unleashed Podcast.
If you're a coach, consultant,therapist or healer who would
like to drive sales whilsthaving fun podcasting,
(28:01):
head over topodcastprofitsunleashed.com free
and find out how you can turnyour podcast into
a sales machine.
We'll see you on thenext episode.
So welcome to another episode ofthe podcast Profits
Unleashed podcast,the show where we empower
coaches and experts to usepodcasting as a powerful tool
to drive sales and grow yourbusiness. Now, I'm your host,
Karen Roberts. Now,after the break,
I will be sharing how coachescan use podcasting to tell
(00:23):
targeted stories that don'tjust show their real self,
but also solve a specificproblem that their ideal client
has. But before that,I'm here with Brandon Lebowitz,
and he is the founderof SEO Optimizers,
a digital marketing company thathe's been running since 2007.
(00:48):
So I would say he's prettymuch an expert on SEO.
He specializes in helping smalland medium sized businesses
increase their online visibilityand drive traffic that converts.
Did you hear that?
Converts is the key thing intoclients, leads, and sales.
So welcome to the show, Brandon.
(01:08):
Thank you so much for having me.
So would you like to start with.
You've been doing this a while,right?
So what initially inspired youto even go into the
world of SEO?
Probably graduating from collegeand getting my degree in
business marketing.
(01:29):
One of the first jobs I got outof university was doing SEO,
which I had no idea what thatmeant. Wasn't planning on it.
Got my degree in businessmarketing in 2007 and I told
the company, like,they only teach you SEO,
digital marketing in college,maybe nowadays,
at least they hopefully do,but back then they didn't
really teach it to you.
And I told them that andthey said, don't worry,
(01:50):
we're new to this as well andwe're going to learn with you
and take you to classes andworkshops and seminars.
And I was like, all right,this sounds interesting.
Let me give it a shot.
And after going to someof these seminars,
I'd hear people talking,saying, like, back in 2007,
I have 10 different websites andI'm doing all this drop shipping
and affiliate marketingand all these things.
And it made me realize I couldwork full time doing SEO at this
(02:13):
company and I could also go to alocal piece pizza place or a
dentist or any local businessand try to get clients here or
there and pick up freelanceclients here, there.
And after doing thatfor a few months,
I just realized this is thefuture and I should just keep
sticking with this.
And will you never turnback after that?
And so many people, I,I don't think really understand
(02:35):
SEO.
They think all they got todo is build a website.
It is back to that,build it and they will come.
And there's so many differentwebsites.
So you've got WordPress you'vegot, wix, you've got.
And then I know what we use isgo high level so we can create
funnels or websites within that.
(02:56):
There's so many different thingsout there and yet they're
building.
They want to makeit look pretty,
but not enough focus is on thebackend work which they
don't understand.
So you must have some kind ofprocess to really help people
get organic traffic from Googleand get Google to love them.
(03:20):
So what is your process?
How do you do this?
It's a little different forevery website because every
website's unique.
But there's some overlappingcommonalities with every website
that Google always looks at,which is like text
or the coding.
So Google what we see and whatGoogle sees are different.
When search engineslook at a website,
(03:40):
they look at the code for youto put keywords in
different places.
The first step is alwaysgoing in your website.
Whether you're on WordPress orShopify or Wix or Squarespace or
whatever platform. Magento,Joomla. They're all,
you're all able to go in thereand make changes in
different areas.
That way Google better read andunderstand and know what
(04:01):
that page is about.
Which gets a little technical.
But one place that doesn'trequire coding is just adding
more text text to everysingle page,
which is something everyonecould do is just add more text.
Google feeds off text.
They struggle with imagesand videos and audio.
They're getting much betterat it, but they want text.
So if you're doing podcasts,transcribe it or timestamp
(04:22):
it or summarize it,but just add text to that
YouTube video description or ifyou're playing the podcast
episode on your website,add text about it.
It's so very important and thatdoesn't require any coding.
And that alone I can almostguarant would get everyone more
traffic to their website justhaving more good original
quality content.
(04:44):
But none of that really mattersto Google without trust.
And Google just doesn't believeanything anybody puts
on the website.
Because I could builda website and say,
Brandon dentist.com Google,are you really a dentist?
Because we don't want to sendpeople to your dental office and
find out you don't exist.
So if I create a website,Google sees all these keywords
(05:07):
but they're like no,they're not going to rank you
for any of these keywords unlesswe see other websites
talking about you.
The more third party sites thatare talking about me,
the more trust Google gives tome and the higher they're going
to rank me. So if I'm a dentist,I should be on like WebMD,
I should be on Wikipedia,I should be on Google Maps,
I should be on MapQuest,I should be on Apple Maps.
(05:28):
And the more websitesthat I'm on, the more popular,
the more trust Googlegives to you.
And then they look atthose keywords.
That's how SEO works withoutgetting too technical,
in the weeds for commonalities.
But then every website'sdifferent. If you're local,
we want to get you on the maps.
If you're E commerce,we want to get your products to
show up on Google Shopping andjust trying to capture all that
(05:49):
free real estate thatGoogle offers.
So you're talking aboutbacklinks there, right?
The more other websites arepointing to your websites,
the more Google is goingto trust you.
Yeah, yep.
You got to get those third partysites to talk about you.
And it's like this website isvoting for you, saying hey,
if we're talking about you,that means we trust you.
(06:10):
And if Google sees all theseother websites that are related
to what you're doing,mention you,
that tells Google that you mustbe at least somewhat relevant,
somewhat trustworthy.
Are there any,any other sort of tips that
people should includeon their website?
Would it be better to have aWhatsApp button or somewhere
where people can call youand have your email?
Are all those things that countfor Google trusting you more?
(06:33):
Google wants to seea phone number,
so having a WhatsApp clickablelink doesn't matter.
But having a Contact Us pagewith your phone number,
your email address,because as people have come to
me with the website and they'reselling products and there's no
Contact Us page. And I was like,well, I'm buying your product.
What's going to happen ifI don't get the product?
How am I going to contact you?
(06:54):
And if I've never been to yourwebsite and don't know who
you are, why would I?
How will I trust you?
I'd rather just go on Amazonbecause there's no phone number.
And little things like that thatGoogle looks at as trusted
was like phone number,your email address,
your address,if you can put it there.
If you don't want to put youraddress, put the city and state.
But just anything that you thinkwould help build trust.
(07:15):
Imagine you go to your websiteand there's none of
that stuff there.
Would you buy offof this website?
That's how you have to look atit. Google's not going to.
People aren't goingto Trust you.
Google's not going to trust you.
Having an About Us page,a privacy policy,
terms of service,all these are just basic
pages that to Google,a normal business that's a real
business would have it anddoesn't take that much time
(07:38):
to create those pages.
But they're really important tohave anything to just
help build trust.
So what do you think is.
Because a lot of people do havewebsite, and that's going to.
The main thing is, yeah,they're not getting traffic.
So what is it they're doing?
The number one thing thatthey're doing wrong.
Usually it's backlinks.
Either people build the wrongtype of backlinks by going on a
(08:01):
site like Fiverr and buying athousand backlinks for $5.
And.
Or they don't know whatbacklinks are or.
And don't realize howimportant they are.
But backlinks are one of thebiggest pieces to
that SEO puzzle,that if you're building the
wrong type of backlinks,it'll actually do more
harm than good,where instead of ranking
you higher,it's going to drop you down.
(08:22):
And I've seen too many timeswhere people have backlinks,
where there's tools that willlet me look at any website
backlinks,and I'll see their backlinks
have been like this,and then all of a sudden just
shoots up and they got athousand backlinks in one month,
and that just drops.
And it continues to drop.
And to Google,they're gonna be like,
how do you get all thesebacklinks when over the past
five years you've only gotten 20backlinks? And all of a sudden,
(08:42):
one month you're getting thishuge influx of backlinks,
maybe went viral,but usually that's not the case,
and it's somebody tryingto game this.
And so what are some of thethings that people could do
to build these backlinksorganically?
How are they encouraging peopleto put their link on
their website?
That is the tough part is how doyou get someone to mention
(09:05):
you on their website?
But there are tools that willlet you look at any website's
backlinks.
I can look at your backlinks andlet's say you're my competitor.
I would say, all right,let's look at your backlinks and
look at anyone that'slinking out to you.
Because if someone'slinking out to you,
they would probablylink out to me.
I just got to get creativeand figure out why.
Did they link out to you?
Did you do an interview?
(09:26):
Did they write,did you write an article?
Did you do a blog post?
Did you do a podcast?
Did you sponsor an eventor a trade show?
Or are you a local business?
Did you join like your Chamberof Commerce or the BBP or
TripAdvisor, whatever it is,you could reverse engineer
anyone's website using toolslike Ahrefs or Moz or Semrush.
(09:47):
They're not free,they're all a little pricey,
but they'll let you spy on yourcompetitors backlinks and pretty
much replicate what's working.
Okay, and,and I suppose for pod,
this is another thingfor podcasters.
They don't realize that you cando SEO behind your podcast.
And I suppose so is that goingto help people like in the show
notes, make sure you have your,have a link to your website
(10:10):
and your guest.
And if you the beauty is then ifyour guest posts that you're
going to have a backlink fromthem. So it's a win, isn't it?
So the more you can do to addthese links in and like you say,
create a blog post out of everyepisode that you have.
It's so easy.
We've got so many tools that areat our fingertips that can just
(10:32):
take the transcription andjust turn it into a blog.
It doesn't have to be difficult.
It's still unique content.
And I think this is where maybesome of the fear comes
from because you,you mentioned earlier about it's
got to be unique content.
And the problem may arisebecause everybody's using
chat GPT and they,they're using AI to write stuff.
(10:56):
Whereas the beauty of a podcastis that you get to show
up authentically and,and just have a conversation.
Then from that conversation youcan still utilize AI, can't you?
To turn it into a blog postbecause it's still going
to be unique content.
Would that be right?
Yeah.
The crazy thing about AI isevery single time you use it,
it's unique content.
(11:17):
If a million of us all askit the same prompt,
it's going to give us all100% unique content.
But it's not accurate.
And Google said a couple years,like two years ago,
we don't care anymore whowrites the content.
AI can write all your content,but you have to edit it and make
sure it's useful and beneficialto the reader because
(11:37):
if it's not,they'll penalize you.
But it's always unique,which is the craziest thing.
I don't know how it does that,but it is much better to have
a transcript and have it,because if you just use AI and
we all write the same thing,it's going to be very similar
and it's not going toreally be the best.
But if you use those tools tohelp you just transcribe the
video, transcribe the audio,and then timestamp it,
(12:00):
summarize it.
I always tell everypodcast I'm on,
you guys have the easiestopportunity to build backlinks.
You actually have to do nothingexcept for make a page for every
episode that you have a guest onand share that with your guests.
Because a lot of podcastswill just be like, hey,
I posted you on YouTubeor Spotify.
Here's a link to Spotify andwhat am I going to do?
(12:21):
I'm going to share that link toSpotify and with my audience.
And what's that going to dothat's going to help Spotify
get more traffic,get more backlinks,
get more social signals.
It's not really goingto help you.
It's going to help you a littlebit to get more listeners.
But ultimately, like,if you send someone to YouTube,
there's ads,there's a lot of distractions to
get that person to forget aboutyou really quickly.
Whereas if you make a pagefor every episode,
(12:43):
embed that YouTube videoon that page,
have some good content on it,then you share that
with your guests.
Your guests will definitelyshare that on social media,
get you some social signals,but they also might share it on
their website and get youthat SEO backlink,
where now you don't really haveto do anything to
get a backlink,except for just have good guests
on and share those episodes asblog posts on your website,
(13:05):
because your website own that.
You don't own social media,you don't own Spotify itunes,
You're renting space and theycould take you down anytime and
you have no control over that.
Whereas your website is yoursforever and you need
to have a website.
Oh, I Yeah,that is just so true.
And I do think that.
(13:26):
I think the thing is that somany people think it's so
easy to start podcast.
All I've got to do is interviewthis person and upload it
into Apple. But yeah,you're so right.
People are missing out on somuch. If you've not got it,
then turned it into a blog, I,I suppose I probably
bombard people.
I've actually got two blogs.
(13:47):
One of mykarenrobertscoaching.com website
and one under my podcast,Profits Unleashed.
So the blog posts are slightlydifferent, but they're still.
You can still embed the episode.
So you're still going to get alistener out of it. And then,
yeah, for double whammy,I'll put the YouTube video
at the bottom.
So then you're dealing withpeople who like to read,
people like to.
(14:08):
To watch people who liketo listen all in.
So great tips there.
But what else do you thinkscares people?
What you mentioned earlier aboutthe problem is that and they
do this unknowingly.
Right Going to Fiverr somewherelike Fiverr and asking,
they think oh I can getbacklinks and they don't realize
(14:30):
that these are not reallyorganic ones and it's going
to do them harmonies.
Do you think it's the same thingwhen people are searching for
somebody to help them with SEO?
Why are people not gettingthis right?
They've taken all thetime to build.
They might have spent thousandshaving a website built.
But if the SEO isn't right,it's not really going
(14:52):
to help them.
So what do you thinkstopping people?
I feel like most people justdon't realize backlinks
are important.
Web developers say we're goingto build a website,
we're going to makeit SEO friendly.
But they're putting keywords inthe coding but they're not
building backlinks.
And you can put keywords allover your website but without
those backlinks,those keywords don't really
(15:13):
matter much to Google becausethey just don't believe you and
got to get those backlinks.
A lot of people just havemisinformation,
don't understand what backlinksare or there's so much
information about backlinksthat they're like hey,
I do want Fiverr and buy a bunchfor 10 bucks, 20 bucks.
Why would I want to invest allthis time and join the BBB which
(15:34):
costs 500 a year or join achamber of Commerce which costs
500 a year when I couldjust get it for cheap.
But Google sees that you'respending money paying 500 bucks
to get in a local chamberof commerce, a scam,
a fly by night website wouldnever spend that money.
So all these little things thatyou have to put money in,
you have to invest in yourbusiness and get those
backlinks.
(15:54):
And unfortunately backlinksaren't free either.
They might be free but itrequires your time.
But usually it requires moneyand you're not building
those backlinks,even just building one or two a
month. That's still a huge win.
You don't have to build a tonof backlinks. Most websites,
it depends on the competitionbut in general have around
a hundred backlinks.
So if you could build a coupleevery single month,
(16:16):
that's going to get Google toslowly build you up and build
you up and trust you More youjust don't want to go all in and
then never build abacklink again.
That looks really strange.
Love that. Great advice,great tips there.
So what I'm hearing from you,it really is about building
the known and trust.
People have said it beforea thousand times,
but really this is how Googlesee if they don't like,
(16:39):
trust you that they're not goingto push you up and so you're not
going to have as many visitorsto your site.
But also one thing you saidearlier about it isn't
even just that,because even if you're getting
traffic to your website,if your website isn't converting
into clients,then getting more traffic isn't
(17:01):
going to help scaleyour business.
So what would you say are thebiggest tips for people to get
that part of the equation right?
That one is just making awebsite that isn't pretty.
But optimize for conversions,because a lot of people
just think,I want to make a nice website.
But what does a nice website do?
It's a good resume,good portfolio.
(17:22):
But if you want conversions,you have to make a website
that's optimized forconversions.
And that means you have to makesure all your important
information is at thetop of the screen.
Whatever you look at right now,if you're open,
if you're on a website,it's called above the fold.
Once you start scrolling,that's below the fold.
And most people will neverscroll down on a website.
And if you don't have all yourimportant information
(17:44):
at the top,that person's gonna hit that
back button and in general,about half your traffic is
gonna leave immediately.
That bounce rate fromGoogle Analytics,
and that's just normal.
But anything that you couldhelp to minimize that,
which is making sure yourwebsite has a good value
proposition right on the topof every single page.
It's easy to read and knowwhat that page is about.
(18:04):
Maybe have a video,some bullet points at
the top of the page,and a call to action
lower down the page.
You could have all this content,this text for SEO,
but the top of the page needsto be simple, easy to scan,
easy to look through as a Z,because people scan left to
right depending on what countryand how you read, but left or Z,
zigzagging and quickly lookingfor words that pop out if you
(18:26):
just put your company name thereor put things that aren't
going to sell,like I could say I've been
in business since 2007.
They don't care about,people don't care about that.
They want to know what'sin it for me? What's,
what am I going to get fromusing your product or service?
So for mine, my homepage,my value proposition is stop
spending money on ads orincrease your website sales and
(18:46):
leads without spendingmoney on ads.
So that's why I puton the homepage.
But every page has a differentvalue proposition because I have
a page about link building.
I'm going to tell them,like get good quality backlinks
without jeopardizing yourwebsite or something like that.
So it speaks more to them.
And that's really important istell people what's the benefits,
what's the value?
What am I going to get fromreading this page,
(19:07):
from reading this article,listening to this
podcast episode,from using your product, buying,
using your services.
Ultimately people are selfishand want to know what
am I going to get?
And if you could quickly conveythat in a few seconds,
that's going to get peopleto stay on your website.
Still not going to getthem to convert,
but at least they stayon your website.
And that's why having that callto action above the fold makes
(19:28):
it easy for people to find thatphone number or the add to cart
button or if it's a form youwant people to fill out,
but gotta make it easy.
If you're an E commerce website,look at Amazon.
You can see that all theimportant information at the top
of the page and then belowonce you start scrolling,
it's all this text at the top ofit's really optimized for people
because most website Amazon isgoing to be ab testing And a
(19:52):
great way you could test is abtest your website and send half
of your traffic to one versionof your website and half the
traffic to another version andsee what gets more conversions.
Maybe you could change yourphone number, the font,
the color where it's placed andsee does that get me more
leads or less leads.
And if it drops down and youdon't get more leads,
change it back.
But always be testing.
(20:13):
There is no perfect website.
Even Amazon,they're spending tens of
millions of dollars.
If we all look at Amazon,we're all going to get a
slightly different version.
We're not going to see thedifference because it's so tiny,
but they're constantly testing.
Maximize every visitor toget them to convert.
Brilliant. And so look,what should the listeners do
(20:35):
next if they're out therethinking, oh,
I've just left my website and Iwould like to have more traffic
and I would like to turn thosethat traffic into leads,
sales clients,what should they do next?
They should just little bylittle start making,
implementing the changes that wetalked about. And with SEO,
(20:55):
it's a long term strategy,long term play,
and you have to stick with it.
A lot of people just start doingsome SEO and then a few months
later there's like,it's not working.
And it's because it takes time.
On average it takesabout six months.
It could take longer,could be shorter,
depending on the competitionand the competitiveness.
But on average it takes aboutsix months to a year.
(21:16):
And if you don't stick with it,it's not going to fully work and
you just got to keepgoing with it.
Cool.
So where can they reach outto you? They want help?
Where do they find you?
So anyone that wantsto learn more,
I create a special gift foreverybody if they go to my
website@SEO optimizers.comthat's S E O optimus O P T I
(21:41):
I z e r-s.com forward/gift.
And I can find that gift therealong with my contact
information and classes I'vedone over the years.
I've thrown up for free.
So you can see step by step.
I do a lot of stuff that wetalked about for SEO.
And also if you do have awebsite and you want me to check
it out from an SEOpoint of view,
you could book some time on mycalendar for free there as well.
(22:02):
Fantastic.
Thank you so much foryour time today.
It is an interesting subject.
A lot of people think,oh my God, SEO.
They don't want to know knowbecause it is tech technical
stuff. But it's so important.
Who doesn't want to getfree traffic, right?
Who doesn't want to not haveto pay ads and get,
have a continual flow of trafficinto their website that you
(22:26):
can convert into clients.
So to the listeners,I will be back after the break
where I'll be sharing howcoaches can use podcasting to
tell targeted stories that don'tjust show show their real self,
but also designed to solve aspecific problem that
ideal client has.
(22:46):
So I will be back after thebreak. Bye for now. So,
hey everyone, I'm back.
Welcome to my littlesolo segment.
I hope you love today's guestas much as I did.
He really brought it, didn't he?
SEO, Right?
This is got me thinking aboutsomething I wanted to share
(23:07):
with you today.
And that is my top tip for usingtargeted storytelling to
magnetize your ideal coachingclients. Yeah, that's right.
We're going to go a little bitdeeper on this one. So, look,
here's the deal.
Podcasting is an amazing spacewhere you get to show up as your
authentic self, right?
That's the beauty of it.
(23:28):
You're not stiff,it's not scripted.
You're just you.
And when you're real,your vibe attracts your tribe.
But I want to take that a stepfurther today because I know
you're here for that extravalue, that little edge,
to get more clients knockingon your door.
And so what I've noticed,and you probably picked up on
(23:50):
maybe with your guest today,is that the magic happens when
you don't just tell any story,but you tell time targeted
stories that hit a specific painpoint your ideal client is
wrestling with. Think about it.
He.
I guess he shared about one ofhis clients who went from having
a website that really wasn'tdriving any traffic or wasn't
(24:13):
converting at all,and the next minute it's working
beautifully because he sortedout the problem he sold,
solved the problem withbacklinks and things, right?
So this is what needsto be done.
So when people can turn itaround and they've cracked the
(24:36):
code to having a success,whatever that looks like.
So it's not just aboutsharing a cool story.
It's a lifeline for someone outthere who may be stuck in that
same stuck moment thinking,oh they're never gonna figure
this out. So this is my tip.
When you're on your podcast orwhether you're guesting
(25:00):
on someone's podcast,pick one pain point that maybe
your dream client has.
Could be imposter syndrome,or they're terrified of
raising their prices,or they can't seem to get their
clients to stick around.
Whatever it is,craft a story from
your own journey.
Or it could be a story of a.
(25:23):
A previous client that showsthat showcases how
you tackled it.
So rather than you just saying,you know what?
I struggle to say.
I was charging 50 pounds,$50 an hour,
sweating every session,until I realized that my mindset
(25:45):
was the problem.
And then once I figured thatout, I doubled my rates,
owned my worth,and then booked three clients
the next week. Boom.
Those are the kind of storiesthat will stop the listeners
in their tracks.
Now, why does that work?
It's because when you are realand when it's targeted,
(26:11):
you're not just another voicein their earbuds anymore.
You're the coach that they'vebeen searching for.
They hear themselvesin your story,
and suddenly they're thinkingshe gets me. She's been there.
I need to work with her.
Huh?
(26:31):
It's like a magnet pulling themright to your doorstep
or whatever.
Maybe it's your coming into yourinbox. Whatever it is,
the next time you hit record,remember about the storytelling.
Pick one pain point,tell that one story and then
here's the kicker.
(26:52):
Wrap it up with a supersimple invite.
What is the next logical stepthat the listener can take
to working with you?
So for me,this is what I love doing
is pulling out stories.
So if you'd like information onhow to deliver your story in a
(27:17):
way that brings in the audience,the website the same as a
podcast podcast profitsunleashed.com forward/sorry
power Hour.
I do offer a power hourwhere we jump on zoom.
You tell me your story and Iwill pull the right story and
help you deliver itin the right way.
(27:39):
Other than that,I will be back next week with
the Podcast Profits Unleashedpodcast. Bye for now.
Thank you for listening totoday's episode on the Podcast
Profits Unleashed Podcast.
If you're a coach, consultant,therapist or healer who would
like to drive sales whilsthaving fun podcasting,
(28:01):
head over topodcastprofitsunleashed.com free
and find out how you can turnyour podcast into
a sales machine.
We'll see you on thenext episode.
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