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Full Transcript of The Video
Here's the cool thing, the chat's freaking awesome here. You guys can all engage with each other, you guys can all talk to each other. It's cool you can share links, whatever, you guys can talk crap about me, it's great. By the way, if you want to invite your friends to this, have them come in. This is also being broadcasted live on YouTube right now. Yes, Linda I will be enlarging the size of the slides, I'm just waiting for some more people to come in.
Anyway, I'm just curious, where are you guys all coming from? I always check in every week. What city, what country are you coming from right now? Make this bigger. Let's look at the chat. Okay, we got Eric Chestnut from New York. We got, wow, we got people from Mumbai, India. I appreciate you, I can't even say the word right now. I appreciate you coming in and listening in at this time. People in New York, Israel. Wow, just people all over the place.
"Eric is 200% better than Neil Patel," thank you for that. I'll make sure to tell Neil that. Let's see, what else do we got? What else we got here? Burbank, California. Erin, I'm actually here in Downtown LA so I'm not far. Jose at Irvine, Leslie is Los Angeles. Again, Downtown LA. Arthur is in LA and we got Vancouver, we got, wow, Kathmandu, Nepal. That's crazy. That's freaking crazy. Anyway, so we're going to get started. I appreciate you guys all taking the time to do this.
I will share the slides afterwards, the recording should be shared afterwards as well. If you feel like you're going to fall asleep or you need to go do something else, well, make sure you actually stay for this one because there's going to be a nice little free offer for you at the end. It's in relation to a SaaS tool that we're building right now. It's something that we're really excited about so anyway, let's get started. I'm going to tell you guys about a couple of ways where you can grow your organic traffic without having to build new content or back links.
I'm talking brand new content, your people are writing new articles all the time, you're spending a couple of hundred dollars, a couple of thousand dollars on brand new content all the time and then also back links. Whenever we think about SEO, we're always trying to build more back links because links and content are the two most important things when it comes to Google. By the way, feel free to ask questions as I'm talking, I talk really quickly.
If you need me to clarify something, you need me to repeat something, just type it in the chat and then I'll jump in. Just keep this engaging, keep it more of a conversation, keep it fun, we'll do some Q&A at the end as well. Again, make sure you just get one thing from this, take it away, show it to your partner, show it to your boss, make your business grow, everyone's going to be happy because you're adding more value to the world. You guys, my name is Eric Siu.
You guys are all coming in from one of our e-mail lists and I run Single Grain which is a marketing agency. I do a couple of other things as well. These are just some of our clients, I'm not going to talk too much about us and I also have a podcast called Marketing School. The cool thing about this training is that we are not only just catering to people that are, let's say, advanced but this is for beginners, this is for immediate people and also, advanced. If you think you're not going to get enough value out of this, there's Marketing School.
I mean, this podcast, Neil and I, we do it every single day and we're reaching upwards of 600,000 downloads a month so we really enjoy doing this. We just enjoy teaching just any learnings that Neil and I take from our worlds. We both travel a lot, we both do a lot of speaking so definitely listen to that. I'm going to check chat really quick, dah, dah, dah. Okay, cool. For all you people that listen, let's say you listen daily, really appreciate that. That helps keep Neil and I going.
Honestly, the listens are great, I think that's certainly an important metric but when we get e-mails from people saying, "Hey, I just got my first job and I don't have a college degree," or "I just got a raise to my salary," or "I just got some more equity in this company," like that's the thing that keeps me going and that's what helped keep this podcast, the second one, or actually the first one, Growth Everywhere growing. I actually enjoy doing this one more.
This is where I get to learn about entrepreneurial journeys from people that have founded billion dollar companies or best-selling authors or people that even inventing that little credit card stripe that you have on the back of your credit cards. This is Growth Everywhere. I've been doing this one for about four years or so and this one gets about, let's say, about 70,000 to 80,000 downloads a month. Okay, so let's actually jump into the content now.
Again, if you feel like the content is falling short, whatever, just listen to this podcast, you'll be good. The Hub & Spoke model. This model is really interesting because a lot of people, when I see them doing "content marketing", they're just going on a publishing schedule where they're just publishing loads and loads of content. That, when you're doing that in the very beginning, it's not going to work that well for you.
If you're a publishers, let's say you're a New York Times, publishing and volume, that is the name of the game because you're selling ad space as well. The Hub & Spoke model really helps the smaller guys. It helps you play the game at a higher level and I'm going to show you what a real life example of that looks like. The idea is this, when we're creating content, we don't want it to just be a fly by night. We get a big spike and then it doesn't really go anywhere else.
We want to get more value from it. We want something like this, we want the traffic to continually go up into the right. It's like building any kind of relationship. You want the relationship to ideally last for a long time. Those are the kind of relationships that are interesting. Whether it's with your family, your significant other, your children for example, it's for the long-term. You're not playing it just for one week.
Same thing with buying that car. I'm giving you all these analogies, maybe a car is a better example. You're not going to just buy it and just drive it for one week and then just let it sit there, you're not going to do that. The Hub & Spoke model, the way it works is like this. You have one hub page, so let's say I'm writing a post on online marketing for example. I'm going to have one kind of overview page for online marketing and I'm going to have separate chapters talking about online marketing.
Getting a little more detailed saying, "Okay, this is what online marketing is," maybe what is online marketing, maybe what are the disciplines around online marketing. It's just different chapters that are interlinking to each other and they all link to the main hub page. You can see the hub page as the mother page and these other ones as the children. The hub page is in the middle right here. Let's say you're targeting some kind of short tail key like online marketing.
Then, you have these other in-depth posts that link back. Basically, they're all supporting each other, you're pointing these signals to Google saying, "Hey, these are relevant pages. They're all interlinking to each other. I am not just building one piece of content, I am building a resource and the search engines should reward this resource because I put this amount of time into it." That's basically the Hub & Spoke model.
I'm going to show you some real-life examples and I'm probably going to have to ask you to raise your hand when you see my screen switch. With Qualaroo right here, they wrote this post on conversion rate optimization and you're going to see something that I'm going to talk about a little later, that comes into play here but this post on conversion rate optimization, you can see the hub page here. I just scrolled down a little bit.
It says, "What is conversion rate optimization, why conversion rate optimization is important." There are just these different chapters. Let me show you this in action. I'm going to stop my share really quick and then let's switch over to this screen. Let's make sure this is working, dah, dah, dah. Let me share my screen. Okay and then, if you guys can see the new screen, go ahead and press the raise hand button. Okay, cool. I'll make this a little bigger so you guys can all see it.
I just Googled conversion rate optimization over here. This is the short tail keyword. I think we could all agree that a keyword like conversion rate optimization is a keyword that if you're running any kind of services or you have a piece of software, it's probably a good keyword. We're going to ignore the ads obviously, we're going to ignore these other results. We're going to look at result number one and number two.
The Beginner's Guide to Conversion Rate Optimization, the Qualaroo thing that I just showed you, it switches spots between Moz. Right now it's at number two and here's the reason why it hovers between number one and number two. Number two is really good by the way. Here's the thing, The Beginner's Guide to Conversion Rate Optimization right here, you can see this at the hub page. It gives them quick overview of what it looks like and it shows why should you care.
More than anything, it links to these different chapters, what is conversion rate optimization, why is it important. You can see the design has changed a little bit. The layout has changed a little bit as well from the last screenshot I showed you. You'll see why I think this is important in a couple of slides but this is basically it. This is an example of a Hub & Spoke model. It's got 12 chapters, it's got a main hub page. This is the page and then, you can see the proof is in the pudding.
I just Googled conversion rate optimization, I'm showing you a number two result. Just to drive the point home a little further, the keyword online marketing, here's the thing, I mentioned my co-host, Neil Patel, on the Market School podcast. He's got both number one and number two and they flip-flop with each other. I want to show what I think is the better result, The Beginner's Guide to Online Marketing right here. Same idea.
If you actually listen to my other podcast, Growth Everywhere, I actually interviewed Neil about three years ago, asking him, "Hey, how much do you spend on content marketing." He said, "Hey, when I do these guides, I spent about $30,000 and I give them away for free." It's just cause he wants more traffic. You can see here, okay, The Beginner's Guide to Online Marketing. It's an introduction, why we wrote the guide, who is it for, be laser focused on your customers, dah, dah, dah.
This is just the hub page. It's nicely designed and you can click into the chapters. Yes, they're nicely designed too. It's super epic, these are about 4,000, 5,000 words plus and then, you can move between the chapters and then basically move around. That's what it looks like. Again, it's the same idea, you have a hub and they have these different spokes that are supporting each other. Does that make sense?
Okay, I'm going to switch over to the other screen really quick and then I'm going to cover some of your questions as we go through this. Then, I might even actually open up a poll too so we can do some fun stuff there. Let's move over and let's go back to the Power Point. Can you guys see the Power Point? Raise your hand. Okay, great. Great, great, great. I'm going to look at your questions really quick. Let's see.
By the way, you guys can either use chat or Q&A, I actually don't mind. Let's see, dah, dah, dah. Dah, dah, dah. Yes, Brian. Absolutely, you'll get a copy of the deck. Okay, cool. Now, we talked about the Hub & Spoke model. Now, we need to talk about well, the secret to maximizing your content. Here's the thing, if you look at Wikipedia. I think we all know Wikipedia so Wikipedia, how did they rank number one or number two, number three all the freaking time?
Abraham Lincoln, this page is a really good example. Abraham Lincoln, American president and the question is why does it rank so well? It's because Wikipedia has the almost defacto best pieces of content every single time because people are constantly adding to it. They're making updates to it, they're adjusting it, they're making the best piece. When you make the best piece of content, you can also Google the 10 times or the skyscraper technique which is from Brian Dean, you are able to attract a lot more links than the other people.
That's the idea behind the skyscraper technique. If we look at the Abraham Lincoln post on Wikipedia, in 2007, it had about 13,000 words, in 2011, it had about 18,000 words, in 2014, 20,000 words and then in 2017, it went up to 24,000 words. A secret is basically continually updating your content. As a matter of fact, when I was in Mexico last week, I was hanging out with Syed, the CEO of Optinmonster, and we were talking about upgrading content.
He said, "You know what? You know it's really easy for people if you just look at certain keywords." Let's go back to online marketing. If you Googled the keyword online marketing, all you have to do is you search or you search for that search result. You know what? I'm actually going to show you a live result because I actually haven't showed this example before. I'm going to show you guys because I love you guys so let me do this really quick.
I'm going to switch my screen, switch over to this one and then okay. All right, you guys see my screen? Yes? Okay, great. Thank you, Amanda. Online marketing right here. Here's the thing, let's say I wrote something on online marketing, I want to get it on the first page. Since Syed was talking and then we're just talking in a circle of other smart marketers, he says, "Hey, if you have a blog post or you have a piece of content that ranks well for online marketing. All you need to do is just search for online marketing.
Look at this section, people also ask. Just take that and just answer these questions on that specific page, what is meant by online marketing, how can I promote my business online, how can I start online marketing? That's a very easy way. Just steal this process right here and deploy it to the people that write content on your team." Hopefully, that makes sense and I'll make sure to integrate into the next presentation because well, I actually presented that for the first time. You guys get the first benefit of that.
Anyway, going back to the slides. Back to slides, I hope I don't crash. Okay, so going back to the slides, we talked about Abraham Lincoln. We put this into practice on our site. We had this one post on the 10 Companies with the Best Digital Marketing Campaigns. We basically added sections on Uber, we added sections on American Express and you could see in the second row, row two where it says number one, the post was getting about 731 visits a month which is not bad for a blog post.
Well, what we did is, in 2017, we managed to 4x it to 2,800 a month. Imagine this, let's say that post, the average CPC for that post, if you are to pay for that traffic, was about $1 or so. Well, we just basically added about, let's just say, $24,000 plus in free traffic to our site. That's on an annual basis. Not to mention the conversions that we get from it as well. Those of you that are really interested in numbers, that should help you quantify the impact of something like this.
Also, at the same time, as a service-based business, as a marketing agency, here's the thing, it actually drives consultation leads. We looked at that post and we looked at one of the months where it was going and we're like, "Wow." It actually drives free consultations. When you upgrade something, you're tracking it. When people start to ask you like, "I have people on my team sometimes question why we spend so much money on content marketing. What's the efficiency of content marketing? Dah, dah, dah."
I make it easy, I just say, "Hey, let's look at all our clients," every single client is from some form of content marketing. I think when I'm out there hosting dinners or when I attend somebody else's dinner, that's content marketing. Building relationships to me is content marketing, doing a blog post, doing speaking, whatever, that's content marketing. Without getting too theoretical, I think everything is content marketing. Anyway, for us as an agency, everything's inbound.
That should be more than enough proof for people who are trying to justify the ROI of content marketing. Anyway, I think it's also really important to, basically, educate the stakeholders too. Let's say you have partners or let's say you have people that are skeptical. It's really important to show them like, "Hey, this stuff actually works. We're spending resources on this."
You can see that we're basically tracking the before, the start date and the end date for when we upgraded pieces of content and we can see the increase overtime. Huge increases for us and it's just something that's easy to do because you've already created that content, why are you not maximizing those pieces of content? You're not necessarily creating brand new content. I just gave you a framework you can use. If you're ranking well for something, use a tool like Ahref, use a tool like SEM Rush.
Then from there, you could figure out, "Okay, I rank for these keywords, number five to number 30. Anything ranking from number five to number 30, I want to move those into the top three position," you start doing things like this, you will get there. All right, so take your cellphones out, I don't know what you're watching this on, take a screenshot, whatever it is, I'm going to give you a framework that I had been talking about, that I had been sharing with people for quite awhile now.
This is the content re-usage work flow. This is by Aleyda Solis who's a really good international SEO, I believe she's based in Spain. It's just a really easy framework to follow. You can hand this off to your content team, whoever is leading your content. Keep it simple. Ask yourself, if you're looking at a piece of content, is this topic covered by existing content? Well, if it's outdated so we look at the first square at the top right or diamond, I guess, let's look at that one.
Is it outdated and is the featured information not useful anymore? If yes, then let's go ahead and update it. If not, is it incomplete or is there something we can add to it? I just gave you that framework where you can just take those four questions from a Google search, just expand it. If not, okay, can it be covered in other formats to make it easier to understand or use? As an example, there is a woman over here in California and her name is Chalene Johnson.
She sells different courses and what she does is her framework is going live on Facebook. Then seeing from there, what topics people really resonate with and then creating separate webinars for those pieces of content and then you can make them with their separate blog posts, you can make them as a separate Youtube videos, you can make them into social media posts. That's how you go about repurposing things.
That's the thing, you don't necessarily need to create brand new content all the time. Look at what you have already. Then the thing is, when you create brand new content, there's a lot of brain power that goes into it. I'm not saying you don't need to always create brand new content, you should be, but think about adding more repurposing into the work flow. That way, more people can see your work.
Here's the thing, even when I do speaking, for example, I don't just talk on a topic once and that's it. I constantly refine it, I constantly update it. Maybe I can put another spin on it but if people found it useful, why am I not making the maximum usage of it? That's basically how this works. Before I go on, I'm actually going to ask you guys a quick question. I'm going to open up this poll really quick, I'm going to launch it right now.
I'm going to keep this open for 30 seconds, so tell us what your business revenue was in 2017. Really curious to know. It's good to just get a breakdown because I probably should've done this earlier but go ahead and fill it out and I'll tell you why we do this. All right, closing it in five, four, three, two and one. Here are the results, so 77% of you are under one million, 18% one to five million and then 3% or 4%, five to 10 million and then 1% in 10 million plus.
The reason why I do this, and I'll share this open with you guys, the reason why I do this is a) To get a drink of water because I talk really fast and that's the first drink of water that I got, b) It's just good to know who's in the audience so I can tailor the presentation to everyone. I'm going to be answering your questions at the end as well but it's a good mix of people all the time.
I got to make sure that I'm serving all of you and getting you what you need and also marketing to you later because I'm a marketer. That's that and then I'm going to open up the Q&A really quick. Part of the screen text is cut off, part of the chart is cut off. Are any of you facing that issue? Then Lucy asked, "Would you recommend copying the people also ask for and then putting our own answers to them on each blog post?"
Without complicating things, I think Lucy is talking about the framework where I said look at the search result page and look at those four questions. I recommend that you just answer those four questions on a page that you're ranking well for already. If you're not ranking well for that specific term, go ahead and write separate blog posts for them. I'm all about taking the asset that you have already and then upgrading it.
Here's the thing, if Google is ranking you already for that piece of content and you add more to it, it's going to rank even better. Just look at Abraham Lincoln. It's entrenched in that position. Okay [Vishelle 00:22:33] has asked, this is a pretty epic question, "I wanted to know a few things ... " I want to press this button, let's see what it does, answer live. If you would like to answer this question live.
Well, yeah, I don't know how that works but let me answer that question now. Vishelle asked, "I wanted to know a few things about back links. Since I work at a start-up called [inaudible 00:22:56] which has is bucket list content, there are multiple categories to work on. For instance, on a tool, we connect a group of like-minded people and help them to accomplish their bucket list goals which is narrowed down to travel, photography, adventure, sports, extreme sports, health and fitness and food.
In this case, what would be relevant sites to focus so that our SEO works effectively and preferably off page optimization?" I'm going to keep this simple for everyone because this really applies to everyone. This kind of website, you're building a lot of content. Your onsite, having the right foundation in the beginning is super important in terms of your site map or site architecture, all of that.
If you start building links to this stuff and the site architecture is not optimized, you're going to be in a world of pain. It's really in your best interest to look at similar bucket list websites or even look at travel websites because they spend millions of dollars on SEO. Look at how they do it and what I would recommend doing is having your most important categories on the home page, build links towards the home page, have them trickle down.
That's who e-commerce sites rank well. They have really good site architecture, a lot of links are going to the home page. That link equity is flowing to these other categories and then those categories link to product pages. Product pages will link to different skews so everybody gets some internal linking love. Anyway, moving on with the presentation. I talked about Marketing School, Neil and I have done over 550 episodes now.
We've been doing this for about a year and a half or so, so what we did was it's like, "Neil, we're spending all this effort recording all the time, why don't we try to make the most of this?" We created a blog called Marketingschool.io and we just started adding our show notes to this site. We're like, "Okay, we're doing these show notes, we're transcribing the content too. Why don't we just throw it on a website and see how it goes?"
We have Marketingschool.io. It looks a lot better than this now, this is the old version but here's what happened. We just started throwing content on there and overtime, the traffic just kept going up. It just kept going up. No links, just pure content. We're like, "Okay, well, that's good." It's getting about 5,000 visits a month, it's nothing to write home about but it's not bad.
The question was like, "Okay. Well, if we didn't put any links, we're building all these content, how do we get even more out of this?" Basically what we did was we took all of that content from Marketingschool.io and we're like, "Okay, why don't we move that over to Singlegrain.com," which has a higher domain authority. Once we did that, our traffic shot up by over 20,000 visits a month.
Some of you are probably wondering, "Well, Eric, isn't that duplicate content?" What I recommend looking at, and yes, technically it is duplicate content, but Google doesn't really mind. If you look at what Matt Cutts said about duplicate content a couple of years ago, just Google Matt Cutts, C-U-T-T-S, Matt Cutts duplicate content. They started looking at duplicate content when you're producing, we're talking hundreds or thousands of the same thing over and over and over.
I'm not saying you guys should go out and scrape content because that's not the way to do it. I actually think that's really dirty but we took something that we had already, that we own, we took that asset, move it over to another asset and then that lifted everything across the board. That's one way you can go about doing it. When I think about all the content we're doing around podcasting which is audio, I think about all the content we're doing around video, as well.
It's just like, "Man, we're creating a lot of content. Why aren't we trying to figure out how to maximize it in terms of domain authority and then also even transcribing the content too?" That's what you can do. The next thing I want to talk about is Google Search Console. If you use Google Search Console, go ahead and raise your hand. I want to see who in the audience actually uses Google Search Console.
Wow, okay, that's a lot of you. It looks like about 30% to 40% of you actually use Google Search Console. I'm going to show you how Google Search Console can help you get more traffic from what you have already. I'm also going to show you where it falls short as well and this is where I'm going to show you a little neat toy that we put together, that you will have the privilege of getting access to.
I'm going to re-share, let's move this over. Let's take a look at right here. All right, if you guys can see my screen, raise your hand really quick. Okay, great. Thank you guys for being really engaged about this. Zoom, honesty, I have no affiliation with Zoom, I just keep harping on how Zoom is such a great webinar system, at least, for what we do. In Google Search Console right here, there's a new version of Search Console. I'm using the old version right here.
We'll do a tutorial for both because I like you guys. What you do is you go to the search analytics section. Yay, traffic is going up. Awesome. Make this a little smaller, okay, great. What you do when you go into search analytics and the Google Search Console dashboard, what you do is you sort by clicks, impression, CTR and then you go from queries, you switch it over to pages. Now you're asking, "Eric, why are you even doing this? This makes no sense."
Okay, well, what we're doing is we are looking at the pages that have a high impression count but a low quick through rate. What does that mean? That basically means Google is giving you the impressions for a piece of content but you are not doing your job, as a marketer, to bring people to your website. The click through rate sucks, the title is not good and the meta-description is not good or either/or or it could be both.
You can see here, we have this one post over here. Look at this post, 3,800 keywords now or 3,800 clicks per month now. It's getting even better. We start from 700, went up to 2,100, now we're at 3,800. Proof in the pudding. Okay, number three right here, we can see my average CTR across the board is about 1.8%, 3%. We can see here, we have a .46% CTR. Google is giving me 88,000 impressions, I'm getting 413 clicks. Man, if I can even get that to 1%, I'll get 400 additional clicks per month and I'll be additional 5,000 clicks per year.
Imagine that I just keep making these changes across the board, we'll have this .76% on video engagement. Probably important to us because we started our video production team and we've been doing videos for clients and we have things about keyword tracking and all that. This is 2017, probably should change that. The idea here is that you constantly export this and then what you do is you'll just make title and meta-description adjustments and then you'll be good to go from there.
It's a fairly manual process which is why we built the tool that we built. This is the old Search Console, so because I like you, I'm going to do the new Search Console as well. Then what we're going to do is we're going to hit open report with performance and then we're going to click on impressions and then click on the average CTR. Then what we're going to do is go to switch to pages over here and we're going to do the same thing.
We're going to sort by impressions, going down and you can see here, it shows the last three months and this one, that SEO tool's one is really bad. It's actually even worse than that we saw for a 28 period. Probably should make adjustments here, I recommend just taking 50 or 100 or so and then exporting it. Now, the cool thing with Search Console now is I think you can actually go back 12 months. It used to be like you can only go three months or so, now you can go even beyond that.
That's what I like about Search Console. Now here's the thing, Search Console falls short on a couple of things, a) It's very manual, b) It doesn't tell me how much more traffic I can gain per page or even for a category. It doesn't show me how much more money I can make because I think we're doing marketing, we probably want to make more money at the end of the day or whatever goal we're trying to acquire or hit, not acquire, we're not trying to acquire any goals, we're trying to hit the goals.
Anyway, we created a tool called Click Flow. This is Single Grain right here and it basically shows you, okay, how you're doing with the tool. It shows you the click increase over a three-month period, the CTR increase, the number of tests that I've created and ones that I've won so 11 out of 14, not so bad and then the revenue growth I've gotten from using the tool. This is dummy data that we have right here, it's not real data but I just want to give you an idea of how this looks.
Here's how it looks, when we first log-in, we have a suggestions tab over here and the suggestions tab will show us, "Okay. Well, Eric, on the website, the average click through rate is about a 1.33%." Then we're allowed to set a target threshold for what we want to aim for. Let's say I want to aim for 2% average CTR across the entire website, I can set it to 2% over here. Some websites like my friend's gun blog has about 8% CTR, average CTR, and then maybe he wants to aim for 9% or 10%.
We have thresholds, it just depends on your niche. Now, what happens is it will also show me how much more revenue I can gain. It shows me I can gain 10,000 more clicks per month and then how much revenue I can gain. Basically, I just entered that in by, let's say our conversion rate is 1% and then our conversion value is about $500, it just does the calculation for you over here. Then based on the 2% threshold, I can get about 10,000 clicks per month which is not bad.
Right here, I can see the very first suggestion, it talks about Effective SEO Techniques That Work in 2018 and Beyond. 1.96% CTR, okay, that's probably okay. Not bad, but how about this one? We went for San Francisco SEO Agency, SF agency, focus on your ROI. Maybe that's something to add, maybe we can write a better title than that. All we need to do is hit the add button and then it's added to the pending tests.
Then we have pending tests over here and what that means is this, our system is waiting for you to change the title or the meta-description on your website. Once you change it, the test will automatically start over here. That's basically all it means. Each test is run over a 15-day period and it compares to the last 15 days just to see how things are going. These are all pending tests because the system is waiting for you to make a change on your site.
Now, we're also adding a done for you version down the road and then we're also adding a fully automated version as well. You can see right here, these are completed tests. This is the controlled version. We had a post here on Youtube Advertising Checklist. Well, the CTR is about 1.3%, the clicks coming from it was about 129. We just changed the title here to Step-by-Step Checklist and the CTR went up 23% and the clicks went up 50%.
Now, again, this is dummy data. The implications for this are huge especially if you're getting six or seven figures, plus traffic from Google per month. If you make these kind of changes, this is like additional six figures in revenue, this additional seven figures in revenue, additional eight figures in revenue. You can see we changed this one on Podcast Advertising.
I really like this one, The Ultimate Guide to Running Instagram Ad Stories which generate massive ROI. Great, 150% rate, 63%. You have one post or you're getting 200,000 or 300,000 visits a month and it's ever growing and you're able to squeak out an additional 50 or 100,000 visits a month from that one, that's money in the bank. You're able to restart the test as well, you're also able to dive into things at a page level, just to see how the page is doing overtime.
You can see this one, the traffic is going up over a three-month period and what I like about this is is for me, it saves me time. All the test that I've ran will be recorded in here so I don't have to keep manually putting things in the Excel sheet, I can also see the top 50 keywords for these pages as well. We're also working on a partnership with SEM Rush now where we will get the keyword volume data for you, so you can write better headlines at the end of the day.
Again, if you don't want to do it, we're going to add a done for you service as well. This is the tool at a high level and I'm actually going to jump back into the presentation to see what slides we have left. Yeah, you have Search Console, you have the new one, you have Click Flow as well, we're in private beta on that. You're on this training with me, so we'll talk about the goodie in a second.
Okay, so we're back and we showed it to you live and then I'm going to make this bigger. All we're going to do right now, if you actually want to give Click Flow a whirl, I ask that you just don't share this link right now. Just go to Singlegrain.com/demo. We're in private beta right now, we're doing a lot of talking with customers, we've onboarded a couple of customers too.
The feedback has been incredible. Go to Singlegrain.com/demo and then, if you actually need help with your marketing this year, you can just go to Singlegrain.com/help and then these are our clients. Again, I'm going to open it up for questions but just go to Singlegrain.com/demo if you want to mess with this. I'm happy to get your feedback. It is time for Q&A.
Opening it up for Q&A, ask whatever you want. Scott [Colnatt 00:36:28], you're back on again. Love it, thank you. Scott Colnatt recommended, "Try Chrome extension Similar Sites," that's cool. Wow, people are watching this on iPhone 7, that's cool. Okay, so Scott Salasky, not sure if I pronounced that right but, "Is it wise to post the full podcast transcript for SEO purposes?"
Let me give you an example, when I used to lead marketing at Treehouse, which is an online education company, awhile back, we did a lot of these videos. Once we published the transcripts, our organic traffic jumps by about 20% so not bad. Linda is asking, "Do I have a pay service to get our domain authority ranking?" Yeah, you can use SEM Rush, you can use Moz or you can use Ahref.
Let's see, Tim. Okay, Tim is asking about businesses and web content that are highly specialized with low click volumes, "Do the same techniques work?" Absolutely, they do. Let me give you an example, Tim. Let's say you are selling plungers online, it's very niche. Nobody talks about plungers. What would work for you is thinking about how you can take it one step higher. Instead of talking about plungers, maybe you can talk about home improvement or DIY, that kind of stuff.
That way you can build a bigger audience because if you have a bigger audience and then you become known as the plunger guy, great. If you're niched too small, it's hard in the beginning. I think it's important to niche but sometimes, you got to jump one level higher. Eddie is asking about how to get the beta of Search Console. You actually all have the ability for that right now. If you have Search Console, you just need to click the button to get access to it.
Okay, yeah. Thanks Linda, you covered me. I was actually reading the questions from the chat box but now I'm going to read it from the Q&A. Let's start from the bottom. Actually, let's start from the top, let's do that. Dah, dah, dah. Someone is asking if MarketingSchool.io is still up. Yes, absolutely, it's still up. Caesar is asking, "What if we don't have much control of the amount of content we have in our product pages where we make our sales? Running an e-commerce site, pushing for a more minimalistic design."
Wow, maybe I shouldn't go to the office today. By the way, you guys should write and chat if you think I should go to the office or not because I love going to the office but I don't want to get people sick. Anyway, Caesar is asking that. I think Caesar, what you can do is you can have a blog and write the content there. Here's the other thing, when you think about where the attention is nowadays, look at Youtube, look at Instagram.
A lot of people are putting their efforts there. The blogging, it's much harder now because we're talking millions of pieces of content that are being published every single day. The attention is really with the Instagrams and the Youtubes of the world. Try to build some kind of brand there, that would lend a lot in terms of helping you grow.
Let's see, Lucy says Google Search Console says there's a couple of errors, "Site map is HTML and won't show me my data." Honestly, the answer for me is I don't know. What I would do at this point is I'd probably Google the error itself and then try to find a solution. Yurav or Yavrav is asking, "How do you decide if a single large post is better than the hub model you mentioned?"
If you're starting out, what you want to do is you could just publish smaller blog posts. Then later, once you start to see things do well in Google Analytics or you look at Ahref, what you can do from there is you can just decide what to upgrade and what to make into Hub & Spoke. That's basically what we do at Single Grain a lot. We look at what's already performing well and we look at how we can make them stronger.
For those of you that have watched Power Rangers before or Voltron before, you think about all the Zords and all the tigers, they're separate but when you combine them to make the Voltron or the Megazord, well, it's a lot more powerful and you can defeat the bigger monsters. That's what you want to do. You got to combine the efforts to defeat the bigger monsters. I'm not even sure if that makes sense to everyone but that's all I got.
Neeha said, "You migrated complete content from previous site to Single Grain, what is the affect and how did Google not recognize it as a duplicate content?" I'm pretty sure they did but as Matt Cutts said in that post, they don't really look at things unless they're producing a perverse violation of 200 or 1,000 pieces of content. Marketingschool.io is still there.
What we have done to add more value on Marketingschool.io, we have the show notes but we don't have the transcriptions there so we have the transcriptions on Singlegrain.com. Raymond is asking, "Can I re-explain the companies you're working with and how they would be an added benefit to what you're already doing with Click Flow?"
Not sure how to interpret that question but the companies we were working with, we help them with paid advertising and SEO. Click Flow is a SaaS product that helps you optimize the content that you already have. Ideally, it's a tool where you have a site that has, at least, over 50,000 visits from Google per month. Ideally, over 100,000.
Those of you, the Click Flow link where you say you're stuck on billing, just use that little Intercom chat button on the bottom. Either my co-founder or I, actually, we're going to just jump into it and help you with that if you need that. Okay, I'm still looking through the questions. Vishelle is asking, "What is the best competitor analysis tools to find out the top back links?"
I like either Ahref and SEM Rush, those two are really good. I use Ahref a lot to look at competitor's back links just to see how they're doing overtime. Actually, in Ahref as well, I like the ability where it shows the number of new keywords that are ranking and then top three, top four to 10, all that kind of stuff. Neeha, "How much link building is too much?" I think this actually ties in with looking at your competitors.
If you think they're doing really well, you look at them, look at what their link velocity looks like and then those tools will show you a graph in terms of how quickly they're building links and what volume they're at. Dylan, that's a really good link. If you guys look at the chat right now, Dylan posted the How Does Google Handle Duplicate Content. There's a video from Matt Cutts that Dylan Brady just put in.
Linda is asking, "What if your service doesn't lend to you a video or beautiful photos on Instagram?" Linda, I'm curios to learn what your business is. "What else besides blogging will help?" Podcasting would be good, I'm talking to you through audio right now. I'm building a relationship with you and just yeah, you have the written word, you have audio, you have video as well.
I think, nowadays, everything is basically available, everything is fair game. Market research. Okay, interesting. Here's the thing, Linda, we work with a market research company based in Barcelona and they do really well. We run Facebook Messenger ads so we collect subscribers in Facebook Messenger and the we message them through there. We're always looking to collect data and to incentive the consumers that fill out the surveys, we basically will do that.
That works really, really well. We're knocking the cost per acquisition number out of the park. Amanda. Amanda says she has a pretty unsexy industry so photocopier sales. Where I would take that is one level up. You got to think about the people that are buying these photocopiers, what are they trying to do, who are they trying to reach and then where do these people hang out. From there, you're basically building on different personas and then getting into the head of what these people are interested in and you could go from there.
I think no industry is too boring. Again, if you start with plungers, for example, you think about like, "What are those people interested in?" They want to keep a nice home, home improvement is really important to them or they don't want to deal with the mess that they put out. You can get creative. There's actually this one post on Moz about how to create content for boring industries, just Google that. That should help you get to where you want to go.
Fabio, "How many internal links every article with good traffic should have in order to help the overall website ranking?" I recommend that you change the way you think about that. Again, you have to look at your competitors first, look at how they're doing, you have to look at how competitive that keyword is. That's how you're going to be able to rank. Here's the thing, when we create content for the gun industry, again, I'm not into guns, don't chastise me.
When we create content for guns, for example, it does well because that industry is still fairly new. Just like when people are creating content around cryptocurrency, it's still fairly new but when you're in such an entrenched industry like digital marketing, for example, it is much more difficult. You had to look at how competitive it is, you can look at the keyword difficulty using a tool like Moz or SEM Rush or Ahref.
Tyler Bower on keyword finder, KWFinder.com. I've actually never used it before but there's another tool called LSIgraph.com if you want more ideas on creating content. Totally didn't answer your question but just gave me another thought so sorry. Okay, great. Let me check the Q&A, see if we have any final questions and then we will be on our way.
Vishelle, I'll tell you. Okay, I think the people that are asking for how many links you could build per article or what's the perfect word count for an effective article or how much link building is too much. I think it just really depends on the industry that you're in. Right now, the perfect word count for us, we're zagging where other people are zigging.
People in the internet marketing industry, they're creating a lot of blog posts and a lot of people are starting to do long form blog posts now. Yeah, we do long form blog posts. We're talking 1,500 to 2,000 words but we're like, "Okay, we got to double down on webinars, we got to double down on podcasts, we got to double down on video as well because other people aren't doing this right now."
You got to think about the things other people aren't doing and look at what's working well for other industries and think about how you can go in a different direction. When everyone starts to go into one area, we talked about that, that's a red ocean. You want to go towards where there's more of a blue ocean. Google blue ocean strategy, think about that for your business, think about that from your marketing perspective and that's going to help you grow.
Neeha is asking for a blog, "We are adding a keyword in the title of a blog, meta-description and in the content as well, you are not over optimizing," so that's her question, or his. Okay, so I am going to be taking off now. I'm going to go recover a little bit because I'm getting a little sick. Hope you enjoyed this, just go to Singlegrain.com/demo if you're interested in Click Flow. If you're having any issues, use the little chat box. We're curious to get your thoughts on how it goes. It's definitely going to help you people that have sites that have over 600 or six figures in Google traffic a month. I will catch you all later and until next time, keep growing.
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