How To Sell Local SEO & Deliver For Clients FAST [Live Stream]

okay all right i think i'm live i'm actually not sure that i'm live um a lot of the times when i'm doing these types of videos i really never know what i'm doing which is why i stopped making so many videos was because technical difficulties just get greater and greater um but i'm just going to double check something really quick guys and then we're going to jump right into the content um okay so awesome so it does look like i'm live um okay awesome so yeah what we're going to be talking about today is i wanted to come on jump on here and talk a little bit about how to sell seo services going into the next year when i started doing this roughly about four years ago doing seo was a lot different than it is today and the reason why i say that is because the way you sold it was a lot different than you sell it today today is more about an omnipresent approach and it's more than just about the keyword optimization on the page google's now taken into factors a lot of the different algorithmic changes that allows our website to rank so as you guys know i love showing real examples of clients that i'm working with and so i set up a really pretty little slideshow that you guys i think are going to enjoy and this little side show is going to bring you through exactly when we look at a website that's starting from really scratch and then kind of scaling from there so i'm going to give it a few minutes to let everybody kind of jump in and then i'm going to be showing you some of the strategies that we use on a daily basis to get our clients results and we're going to do this live with an actual customer that we have here and of course if you're joining us i highly encourage you to leave a comment down below and i'll definitely answer as many questions that i can get so many of you been wondering um what exactly have i been doing uh well this is my new office which is pretty cool um and so we moved in here march of this year and since we moved in here i have been extremely busy just trying to figure out how i'm going to grow this business um so just to give you guys scale um you know development we started like four years ago and now we're up to you know 150 or so clients and we're really focused on the local seo service base and digital advertising for local businesses i found that when you're selling this stuff and when you're kind of doing this type of marketing it's really really easy to sell local businesses but it's also easy to get them results and you really want to create a product or service that's going to generate the client's results um i messaged somebody from clientboost the other day his name was jonathan dayne and he said something really interesting about how he won't even work with a customer unless he thinks he can get them results it doesn't matter if that customer is a transaction or not it really matters if you think you can get them tangible business results a lot of these people they're used to throwing money at advertising and not seeing any type of return that's the beauty with the digital marketing guys is you can put up a website you can do some basic optimizations list them on google my business and get them a result really really quickly which is awesome it's inspiring and it gives them an instilled sense of confidence that you're going to be able to deliver better services on an ongoing basis and that is the beauty of digital marketing so what i'm going to do today is our client mint dental law which is a dentist in california we're going to go through everything she's doing right now we're gonna prescribe some different changes and then you guys are gonna watch some of the results that we've gotten so far over the shoulder and i'm gonna be doing some live training here so what i recommend that you guys do is if you're watching this video um do let me know if the audio is good and do let me know if the video is good one of the major reasons why i stopped making videos is because the quality of things is just too much work so i kind of just like gave up on it but now i've seen a different reason to make video which is really to train my staff and they can kind of watch this stuff as we go on so if you guys can hear me loud and clear please do let me know and then also if you can see me really clearly just let me know as well and i'm gonna get started uh so what i'm gonna do is i'm gonna go ahead and share my screen with you guys and you're gonna be able to see my screen in just a sec um so let's take a look okay there we go so this is the screen that i'm sharing uh this is our client spotlight uh video here and so the client that we're gonna be talking about today is actually a dental clinic in altadena california and so altadena california is basically a location where uh you know this is where her practice is um it's very very complex when it comes to seo it's a very small town but it's also a couple cities around it i get a lot of questions about people asking how much can you basically guarantee when you're working with a client when it comes to local seo and in the towns and so what i'm going to do is i'm going to go slide by slide and then i'm going to kind of cover exactly what we want to do with this actual campaign here so i'm going to stop sharing really quick and i just want to share the actual thing on my screen here uh because i have a pdf pulled up um so let's go here okay there we go all right cool so this is um client spotlight so really the goal of the client's campaign is to gain more invisalign awareness uh get more website contacts for invisalign and then create online virtual consultations if possible many times it's very difficult to get a patient to do virtual consultations only because people really like the good old phones phone uh phone call or website chat or form fill people are very very traditional especially when it comes to using the web and so this is one of the things that you've got to get very declined or very very defined when you're working with a client is actually identifying those goals that you're going to be doing with that customer if you can't identify the goals what's going to happen is you're going to sell a service that's really working towards nothing and so whenever we work with a customer we try to identify what that basic goal is inside of the sales process to actually move on in going into a further campaign so right away based on this client's goal i know that our team is really not going to spend any amount of time working on anything that doesn't get that customer closer to that goal dr han which is the doctor at this practice came to us and told us that her major goal was to be a platinum or diamond invisalign provider by the end of next year and that's the other thing guys is when you're working with local seo or when you're working with any type of digital marketing you really want to set a few different types of goals you want to set short term goals these are easy wins like making the phone ring getting some form submissions making the chat go off on their website making sure they're ranking for long tail keyword phrases and we're going to discuss more about that but then you also kind of want to set these long-term goals which gives the customer the vision of working with you on a long-term basis a lot of the times you are selling perception you're not actually selling tangible hours that you're delivering into a customer you're selling perception of your services and that perception is set at the beginning of the process of the sales cycle when you're setting the right expectation with that customer we are probably at the point now where we can tangibly say we can guarantee use business results because as long as we look at the right client and we're going to talk today about what that right client actually is as long as we're looking at the right client you can get tangible business results if you know what to look for and we're going to show you that exactly in today's video why not because i'm nice not because i'm a nice guy but because i thoroughly want to educate you when it comes into selling this seo stuff next year because the entire game has changed if you thought business owners didn't know what seo was a couple years ago they definitely don't know what it is now there are so many different types of things that people are saying about seo we're gonna clear some of that stuff up here today so a little bit of background uh mendento which is the client we're highlighting here today um has been a client since november of 2020 and that's almost a year right that's more than a year this is november so she's been a client for about a year um and what we did was we initially launched her website and then optimized them for their primary organic location right so when you go to the client's website you can see here this is her website and basically this is uh you know where she's currently ranking for these organic search locations so i'm just going to share my screen really quick sometimes it's really hard to share this way so this is her website right so she's been a client with us for about a year now and you know she's a highly reviewed dentist in the area and guys this is something that's so critical is really identifying who is a good customer to work with you generally speaking businesses that have a high amount of reviews is often a good telltale sign that they're going to get good business results from your services local seo in the past was really just about selling a website with an exact match domain boosting that exact match domain up with a bunch of backlinks and then kind of you know hoping to win and then when google comes out with these algorithmic updates it creates a major penalty for you to actually grow this customer's website and that's why we like to work with brands and guys this is one thing i want to make very clear with you right what exactly do i mean by a brand well what i mean by a brand is somebody who gets direct search traffic for their name right so if i were to go into semrush and i were to search this customer's name or google keyword planner somebody that's searching for their name is often a good telltale sign that that person is a brand and google has told us several times that branded urls branded search phrases and other keyword phrases related to that brand will increase its authority inside of the search engine rankings because if that business is doing good things outside of just their website oftentimes they're going to do good things when they get new customers from google and google wants to serve that as best as they can so that highly reviewed thing goes a long way and that's why we're going to talk about how to create some of this review generation strategy with your clients to make sure that if you're working with a startup you're pricing it and you're approaching it a little bit differently than if you're working with somebody who's more established that has a business that has employees that has reviews that have a high amount of authority throughout the google search engines and i'm gonna kind of break down really quickly what i mean by a brand and how to take a look at some of these signals so when a client comes to you you can say look dr han you're definitely gonna get results which was the case with this customer right how great would it be if you could actually tell a customer i'm gonna guarantee you business results and you don't have to worry about anything so let me kind of go through with this you guys and show you really quickly um exactly what i mean when discovering what a brand actually looks like because you really want to make sure that when you're working with these customers you can accurately say if they're a brand or not so inside of here i have sem rush pulled up right and so the customer joined us right around november of 2020 so you can see in this little chart this is when they joined us and so we basically did a website in basic optimizations so we weren't going full-blown seo and so what do we charge for that right if you're just doing a website and you're just doing a basic one-time seo launch and you're doing website management um to be very quite frank for this customer we charge two thousand five hundred dollars to rebuild the website if you guys are asking questions i'm gonna get back to it and then we charge 500 bucks a month to manage the website to manage the local seo to manage the directory listings and to do basic changes that they wanted to do on a monthly basis so as our website launched which was in november of 2020 you can see that the traffic started to go up and now it's kind of hitting this plateau and now we need kind of some of the further optimization of this stuff but before i begin let's talk about what can you identify as someone being a brand now with a brand they often have branded search and what this means is somebody's typing in their exact name into the google search engine to find them now what can trigger some of this branded search well the first thing that can trigger this branded search is word of mouth right if you heard about a local business and you're searching that brand directly you don't need to learn more about that business you already know that business and you're searching it on google and you're just looking for basic information that's the beauty of selling the website guys once somebody does that branded search and that customer becomes a lead through their website you can attribute that lead to your efforts because you helped with the user experience with the design with the content with the format everything on that website comes down to how you optimized for that actual customer number two the volume of the brand right how many people are searching for this brand for this customer now the reason why this matters is because this tells google how popular this customer is in that area and how likely that customer is to rank for branded searches so if somebody is doing black hat seo techniques versus somebody who's a brand the blackout seo techniques might work for a short period of time but it's never going to work long term because google knows who's actually supposed to be at the top or the good businesses that have done the optimization here's the beauty of this if you're working with a brand that has branded search which should be the customers you're looking forward to working with and you do the basic optimizations oftentimes when we launch these types of websites we see them ranking number one instantly for their target keywords compared to their competitors so this is often what we'll look for is the actual branded search volume of that customer to see how well we can gauge business results if you have a branded customer who gets a lot of search names search terms for their actual uh name just by making the website you're pretty much guaranteed to get that customer results granted you deliver something better than what they previously had and you have all the optimization tips that we're going to talk about in today's video and so one other thing to talk about this too this is why i am not a fan guys of uh and rent rank and rent is not a model that i recommend that you do anymore and the reason for that is because brink and rent terms don't have exact match phrase that people are searching now don't get me wrong right i have a few rank and rent sites that do exceptionally well in the google search results because they're exact match keywords and so google thinks that when somebody types in um roofers and ct which is one i just bought from one of my friends joel they're typing in that brand and therefore they could see it as branded traffic but i like to work with businesses that are established because oftentimes when you do just even the smallest amount of optimizations they get the business results that you're trying to sell them and they succeed so let's get back into the slides and we're going to continue going on on how to sell this stuff the right way in 2022 and how you can actually deliver some business results so um that's a little bit of background client now just looking at the client's strengths right uh from this point right from this point after we remade the website about a year ago they have solid rankings in the search engines once again their area is very small so it's very easy to get solid rankings in the search engines they have straightforward transparent pricing and they have a high amount of reviews online a lot of the times when we work with clients that don't have straightforward transparent pricing it can be very difficult to persuade them into using our services because pricing is what gets people to convert and here's the thing guys when you put up pricing information on any web page it ranks so well and the reason why it ranks well is because other competitors don't want to put pricing information on a web page and therefore they don't link well so let me show you an example so if i were to type in invisalign cost and i were to type in her area so somebody's looking to do uh you know invisalign they want to know what the average cost in her area is um what's going to happen is our client is going to get a number one search result ranking here right now they don't have this snippet it looks like somebody has a better search result here but you can see that our website shows up well because we addressed money inside of the conversation of the website if you don't address money if you don't address pricing it can be very difficult for a user to find what they what they're looking for if they can't find what they're looking for google's going to take your result it's going to push it down and it's going to put the result that actually gives the pricing on that page just because of user experience now this is the same thing when it comes to other keyword phrases too i can type in dental implants costs alphadina right so any of these cost related keywords your clients should be showing up at the top of the google search results for anything that has to do with price now in seo there's different types of keywords there's informational there's navigational and there's straight up shopping keywords of people looking to buy stuff do you think it's safe to assume somebody's searching for pricing or somebody searching for cost is ultimately going to be a potential customer of that business of course it is and the way that you lay that out on the website can be very simple i'm going to show you how we do it here and then we're gonna go through some of the optimizations really needs to be up front and personal something that looks very similar to this right the best deal seventy seven dollars per month thirty nine hundred bucks per month per you know for the case whatever that may be this is not going to scare patients away if anything this is going to help patients build confidence and trust with the practice and that in turn is going to get this customer more business results because they are talking about pricing for anything that relates to pricing i highly recommend you guys read they ask you answer by marcus sheridan where he breaks down why you need to address pricing on your websites and why it is something that is so critical so let's go back and uh talk about the uh actual slides again so i'm gonna go back here and so that's her strength right so the weaknesses is there's no real clear funnel for invisalign consults and that's really important because if you're trying to get invisalign patients on your website and the website talks about cleanings or general dentistry if whatever the goal is you've got to make it very clear for the user right on the home page and that's what we kind of tried to do with this specific example right on that home page you saw invisalign upfront and personal that's also going to help search engines rank higher for those types of keywords for their domain there's low local invisalign awareness we're going to talk about in this video how to build that local awareness outside of just google with your website with search engines like yelp search engines like bing microsoft everything that's going to get this customer more awareness and how to accurately set that budget with that customer so you're not shooting yourself in the foot doing a bunch of work and not getting paid for those results and it's almost like a risk-free option for the customer and then little focus of invisalign on a website this is previous to me making this video guys i've already done a lot of these changes so like you're like ron what are you talking about i just saw invisalign as a promotion on the website we're going to talk about the little focus and making sure that that focus is there because even when i go directly to the website per se right on the top here you can see it says where healthy smiles start that really has nothing to do with invisalign there if i really wanted to i can change this call to action to be specifically invisalign i can change this notification banner towards the top to be about invisalign and i can make a lot of the navigations to be about invisalign the reality is with your websites you want to be as informationally rich as possible but you also want to respect the other services that the business offers so i would never want to send traffic to this page of an existing customer of this practice and then all of a sudden it doesn't look like they offer those different types of services and guys what i'm talking about is not just me guessing right this is thousands of people telling me what's wrong and what's right with websites we've shown them so this data that you're getting is not only the most up-to-date information about what's going on in the industry and how to sell this stuff to your clients and how to deliver it but it is also my research my planning my 60 hours per week working in this agency for four years on exactly what to do so let's go back to the slides and let's talk about some of the opportunities that this client specifically has some of the opportunities are search ads social ads yelp ads we're going to talk a lot about that today on how we're getting google ad cost per clicks i'm very cheap how we're getting cost per conversions really cheap how that even entails an seo strategy right how does that even make sense why are we selling ads to somebody that may want seo well i'm gonna tell you why in this video and then threats right so competing doctor offers online all of your clients you're working with have a very similar threat that is there's competing practices or businesses in that area that are doing aggressive marketing that could take you out of business or could lower your business results visitors going directly to the invisalign website that is a complete threat right if we want a patient in altadena searching for invisalign we don't want them to go to the invisalign website because invisalign takes that that directory takes that patient's information and distributes it to whatever practice sells the most invisalign right so it's very unfair then we want potential patients not knowing what the best option is guys and that's why you really need to get that pricing information very clearly out displayed because oftentimes it's not like they're going to run away for pricing they may not find pricing anywhere else and so therefore you win an easy customer just because you were able to talk about that conversation directly through your website and with that we're gonna benchmark this customer a little bit we're gonna talk about where they are where they are in the local maps uh some competitive analysis that we did and we're gonna show you some of these strategies here on today's call and then an ads analysis of exactly what's working what's not in terms of google ads with their actual location so first one search rankings right they have a high invisalign rankings inside of the primary organic location now many of you are probably wondering uh what do you mean primary organic location well so when a business comes to us and they say i want to rank for all of these different areas near me we go no no that's not possible because you have a quote-unquote organic location generally this organic location is where their business is registered how can you find that organic location and how can you set the expectation with the client of what that organic location is so let's take a look at that really quick i'm going to stop sharing and then i'm going to go over to my actual google result here and i'm going to type in a keyword phrase that's going to allow us to see where they're currently ranking for their primary organic location which is altadina california so just in here you can see i could type in dentist in altadena california and so this is their practice right so they're here inside of here and their physical business address is altadena california is where they're actually located so when i go on the website and i go to the footer section and i look at their physical business address right if their business address has a location on it and that location is that town or that city you can pretty much bet that that city right there is where i'm going to focus my initial seo efforts on and i'm not going to focus my initial seo efforts on places that are outside of their service area or they're actually not physically located now why would i do that why would i not just tell a customer hey we're going to rank for whatever the hell you want whatever the hell you want for anything you want as unrealistic as that sounds and as much as those agencies have pitched that over and over and over and over again the reality is google's gonna show businesses that are closest to that location so it's best with your seo strategy to dominate your primary organic location set that expectation right with the customer the first time and then start to scale using outside means that we're going to talk about on today's video and so with that being said it's very very difficult to rank a customer that's outside of their primary organic location simply because they're not there and so why would google show somebody that's not at their primary organic location and then page by page optimizations right those have already been done every time we launch a website we're going to hop into the editor tonight and i'm going to show you exactly how we do some of this editing the page by page optimizations already has been done so at the time that we launched a website we already have all the keyword phrases kind of ranked inside of there so and this is one thing to note too in the google maps um you know it's going to rank your primary organic location and then it's going to look at your additional categories we're going to talk about that a little bit more and then for map rankings right this customer has an extraordinarily high map rankings for invisalign in that area there's opportunity to expand to different mile radiuses and there's google map optimizations that we can make from where we are today to get that map presence to get a little bit larger so you can expect a higher result and more click to calls through your google map listing and so we're going to talk about that and then we're going to talk about competition right how do i know what offer to tell our customer well it's very simple we secret shop other practices or other businesses in that area that they've told us are businesses that they want to compete with right and so what do we do what's very simple somebody from this office calls those practices gets pricing information makes a beautiful chart that looks like this takes the industry high takes the industry low and kind of tells our customer where they should be and then they kind of agree or disagree if that's a good margin for them in terms of profit so in this case the lowest rate that we found was 2300 the average rate we found was 3 900 the high rate that we found was 6 000 we don't want to be at the high rate because those customers generally won't put price on the website because that could scare away a patient you got to think of the visitor if the visitor sees one's website that says 6 000 and one website that says 3 900 and it's the same exact service they're gonna go with the 3900 offer inquire at least converting is a whole different process they do that in the office and so this is what we'll do guys this is the level of detail that you've got to get with in terms of local seo because we're really targeting the pricing here and so looking at this competitive edge the client gets to decide what their offer is going to be and in this case scenario it's a 3 900 offer and that is good anybody that finds the website so we'll do this competitive analysis to really understand where people are going and what they're looking for and then an ad analysis so we actually ran ads before we even proposed this campaign to our client and this is one thing i wanted to shout out one of my good friends keanu who does this he runs an agency called value driven ads and he's the one that kind of told me dude every campaign we work with you know we start with a little bit of ad spend and kind of see what those keyword phrases are in that local area so just by looking at the customer's ad account i'm gonna go ahead and show you what are some of the keyword phrases that are actually showing up here and how you can kind of determine this and be really prepared with your customer to show them that you're ready to do this right so this is the current campaign that we're running for the client um of course there's you know cost per conversion the normal stuff and so in the campaign when we ran this initially we were able to find all of the seo keywords just by spending 500 bucks 250 bucks before we actually sold the customer the campaign what people are searching for and so you'll find a lot of the times if you go to the keyword phrases in search terms in google ads you'll actually find a lot of the keywords that are people are uh you know showing up with so for example in her marketplace you know invisalign broad is what's showing up high now this is probably a good guess right a lot of people are typing in invisalign but the reason why doing this ad process before you engage with in an seo campaign or something along those lines is because you're gonna get to know what's more going on in that marketplace and what's working in that marketplace could be drastically different than what's working in new york city and so this is why we do a little bit of advertising spend if you're a smaller agency or smaller freelancer this is unnecessary a lot of keyword research tools will tell you this but not a lot of them are going to tell you the exact keywords that people are searching in when it comes to local and so people are typing in invisalign doctor site right they're not looking for invisalign they're looking for a specific doctor and so bidding for this keyword might make sense for us and creating an ad inside of google ads or putting invisalign doctor site in the title tag and meta description or the seo keywords of our client could be impactful and beneficial then there's clear braces right a lot of people search clear braces and so what we'll do is we'll run these ads export these keywords and take a look at the ones that are generating the most impressions and then incorporate that with our seo planning look i'm a huge fan of seo tools i'm a big seo tool person i use scm rush pretty much all day every day but the reality of it is those tools aren't going to tell you every single thing inside of google's data because they just don't have that information available right away that's why i like using google ads to find out what these keywords are and then start to optimize for that process ongoing so let's get back into the slides and go into the next step um which should be uh and so once we have the ad analysis right then we talk about our game plan um what is it that we're going to do to drive awareness to this website what is it that we're going to do to drive clicks to drive traffic drive conversions to this website and how are we going to get that information displayed out in a way that's going to get patients to deliver results so our game plan really consists of three different things right the website the funnel and the traffic the website meaning how are we going to set up this website we're going to change some of the hero information we're going to update the navigation we're going to add a live website chat and we're going to do some tracking the funnel the landing page creating a smile assessment having a confirmation page breaking them to online consults and then the traffic how are we gonna get people to the website search ads more website content for seo social ads yelp ads i know you guys are thinking yelp ruin what the hell are you talking about i'm gonna show you why each and every one of you need to be all over yelp every single day of your lives okay i know a lot of the times in our industry we neglect yelp but that is not the right thing to do yelp is your friend and yelp has a lot of high income people searching their platform on a daily basis especially in california so we're going to talk about that now the website what is it that we're doing what is it what we're changing right the website looks great i mean can you guys disagree i think the website looks good i'm not sure your design specifics this website was designed last year so of course we do things a little bit differently this year but ultimately it looks pretty good some of the changes that we're going to make we're going to change some of the invisalign design elements we're going to add invisalign to the navigation we're going to add a live website chat that's going to get patients to talk to and convert and then of course we're going to measure a lot of these things with callrail hotjar and advanced form tracking to make sure that we're getting results from our campaign i was telling you guys before how we do google ads for our customers many times and that tells you a really good cost per conversion google analytics is what's going to tell us the cost per conversion or the conversion rate percentage on our website which is usually hovering around three to five percent and guys this is really basic math if you're working with a client right you can basically expect any web traffic is gonna convert at just about two percent unless you have really bad web traffic but i'm gonna show you this really quickly on how we guesstimate some of the roi that we give when we talk about to clients so for example i'm gonna go into google analytics and so uh this is google analytics for the client um and so you can see that the client has a 1.8 k visitors in the last 90 days per se right and so what i'll do is i'll take that number and i'll multiply it by .02 so out of that amount of visitors at the lowest this customer is going to see 36 quality web leads that come from this website traffic now when i look at google ads data our conversion rate on just our google ads is a little bit higher than two percent if you do anything right on the website you should see a higher conversion ratio than just two percent that's actually very low two percent's very very rare right um and so on just our google ads i want to show this to you guys on just our google ads we are seeing a 15 conversion ratio i'm just trying to pull this up for you guys so we're seeing a 15 conversion ratio with our google ads so this is 15 of the people that come to the website contact them and ask somebody for invisalign whether it's through a phone call whether it's through a form or whether it's through a website chat if the customer charges 3 900 for an invisalign case and you're getting them 10 or 20 per month or per quarter and that's bringing them 30 something thousand dollars every quarter do you think it's a good idea that you can keep them on as a client a and b that you can charge them um a reasonable rate you don't want a price gouge but do you think it's okay if you said three thousand dollars per month right yes of course it's okay that's why you're watching this video because this video is going to give you a lot of clarity on how we approach a client like this it's already been with us for some time and we're now getting into kind of like the marketing piece of it so that's what you want to do you want to get the conversion ratio up and this is often done by actually going in and getting the bounce rate to lower on your actual website and so um i see somebody just said 500 a month is not worth the effort to obtain a client um why i did want to respond to that really quickly this client is no longer 500 per month once we start doing marketing seo advertising there's not 500 per month anymore it's 3 000 plus the ad spend um but just so you know why they were on just website management before that's why we were charging 500 now they're doing marketing so their proposal their contract has actually changed um but i do want to show you this really quick if this number right if the bounce rate can get lower if you can make the bounce rate lower that means you're gonna have a higher conversion ratio the only way a bounce rate goes up is only because you have not done a good enough job getting quality traffic to the website that converts or uses the website more than it's supposed to any bounce rate guys that's over i'm going to say 30 is usually too high and the way that that bounce rate gets high is you're sending unqualified traffic to a webpage that doesn't resonate with the user or you could have technical difficulties you could have seo difficulties you can have page loading difficulties the content could be bad the imagery could be bad and on and on and on that's why we follow a very basic optimization process of just do the right thing for the client make sure they get professional photos make sure you're building on a web platform that's focused on speed and core web vitals which is one of google's newest algorithm changes and make sure you're writing compelling copy and you're not using something that's going to write spam copy i know there's a lot of ai tools out there right now like jarvis which is a wonderful tool but just make sure you're using your human eyes and human elements to copy edit that the first sign of unprofessionalism is when somebody sees a website with incorrect spelling and information get this bounce rate lower guys and you should often see a higher conversion ratio coming from your actual campaign which is going to get the client more out of their advertising spend so right now we can pretty much expect 15 of the people that come to this website are going to convert into a potential customer and that's really good information and so the funnel right um we're going to use the website we're going to use something called an image survey funnel which is going to basically allow patients to pick their issues and diagnose their issues and then we're going to show pricing on the confirmation page and then we're going to have a coupon on that confirmation page getting them to do clear action right away right and this is really good sales funnels click funnels lead magnets all of these different types of things as much as they are gimmicks and as much as you may think that they're gimmicks they work extremely effectively in today's age and just in general so we're going to use that inside of the actual funnel here and continue on and the traffic right so the traffic's going to be very straightforward we're going to get yelp access and we're going to turn on ads i'm going to talk a lot about yelp in this video we're going to do ad groups for each type of the searches we're going to do more organic seo pages and we're going to do some paid social to get additional visitors to that website after you have your conversion rate percentage dialed down you can basically guesstimate how many leads the visitors their website's going to get and if you're trying to guestimate for a client that you haven't worked with before just tell them that the average industry ratio is two percent and you will strive for higher than that right an average google ads campaign sees a two percent conversion ratio that's pretty much guaranteed if you send bad traffic to a bad website with bad copy you can at least see that two percent conversion ratio which is just mind-boggling because you should be in the 10 15 20 so we're going to talk a little bit about that here today uh and so let's get started with tracking right we want to be able to track anything that we're doing with our clients or it gets very difficult to measure and show them that there's a return on investment with what they're doing so for tracking i do just a very very basic things right let me pull over to the actual website here and i'm going to show you what we do for tracking so there's a few things that we do for tracking that allows me to uh get this information over and allow us to actually get the results so the first one obviously is the form anytime somebody completes the form they get redirected to a thank you page and that thank you page issues a conversion in both our google ads and just our regular website right that's one way number two is we have a proprietary live website chat software that uses ai to communicate with a patient and it notifies our client when a new lead comes in and then the third one is the actual phone number we use call tracking using a tool called callrail to notify clients when a new patient lead comes in through that so i'm going to show you guys exactly what this looks like really quick so if i were to refresh this page that 2556 it changes right so it shows the business number and then that changes so let me show you guys exactly what this looks like when somebody converts through this website and then i'm going to show you how that works with the customer and how that actually allows us to track this information if you can't track if you can't measure it it's often not a good sign that you're going to keep the customer they really want to see that you're tracking and you're on top of this stuff so you can tell them hey this is working right so this is just an example guys so um in my email i just searched the client's name right and this is kind of my catch-all email this is where all client leads go to so you can see that every time the chat pulls in a lead it says develop our chat lead it says the website url the patient's name and then the patient's phone number and then you can see that these leads come in pretty often now same thing with the website form uh every time somebody fills out a website form this happens and they get that information and every time somebody actually calls in uh to the practice they get a email notification from developmark that they got that phone call now this is really important because you want to cc yourself to make sure that when that lead comes in you get notified of that a lot of people make this mistake you need to know what's happening with your customers account okay there's no option you can't afford to not know what's going on inside of your customers leads why because when i take the phone and i go hey dr han how you doing today when i pick up that phone i need to know how those cases are going i need to know that she knows that i'm listening to how the campaign is going she needs to know that i'm on top of this stuff because if somebody's gonna spend six thousand dollars with you every single month you better be on top of it imagine a billboard company was calling their clients and saying oh yeah did you see that guy that looked at your billboard he's probably they're not doing that you have the unique opportunity to do this inside of digital marketing and you should be doing this because it is one thing that you need to get right with your clients now set this expectation with your clients don't just start listening to their stuff right there's a lot of things that we do here that actually gets us these business results for example callrail when we install this call tracking solution onto our clients websites we're able to create automatic ai functions that allows us to know which ones are sales opportunities and which ones aren't so every time that i look on this right side here anything that's tagged as sales opportunity means that somebody called the practice and they have indicated they are looking for invisalign and so you can see that although there were 85 calls during this period of time not all of those were leads if i add a filter here and if i put conversation type and i go into uh first time conversations right that's the first time they've ever called and then i go to lead score and i click is qualified based on my what i told call rail 54 qualified conversations the practice has had in the last 30 days using this call tracking information that comes in through the site and the customer gets emailed every single time they get a qualified lead from developmark that says it was a lead and the way that they do this guys is i really can't play some of these phone calls because that would be a hipaa violation but the way that they do it is the call rail will listen to that phone call we'll listen for buzzwords tag it as a lead and then send your customer the notification for the lead that came in the other reason why this is so critical is because when you're doing your monthly reporting you need to make sure that you're only telling them which ones came in that were leads and not just any phone call that came in in general why because if you tell them that they had 100 leads and they were all sales people from other companies they're going to think you're lying they're going to lose trust in you they're going to stop investing with you so that is one thing i wanted to make just very clear with you guys on how to actually get this information over to your clients to instill some more value into them so tracking right we need to see the phone calls from the campaign any seo that you're doing any website work that you're doing anything that you're selling when it comes to marketing it really has to have measurable information in there one of the big changes from kind of like five six years ago when it comes to seo and digital marketing people really want to see the sources that are working for them and the reason why they want to see that is not to be pessimistic right they don't want to say i'm trying to find a reason to fire this marketing person no they're looking for on the optimistic end i'm trying to see if there's a source that works better than another source so i can cancel that budget and i want to show you guys a really good example of this just to show you guys that this is not a joke i'm not sitting in here in front of a green screen office telling you information that i'm not living through on a daily basis um this is real information and i want to show you this really really quickly because this really really is good uh to show you guys um so the client texted me uh yesterday and i'm just gonna share that part of my screen and kind of show you how why you should be optimistic in this instead of being pessimistic and thinking that people are just trying to fire you in instead of kind of looking at those sources um you know what we're really trying to do here is we are trying to get our customer to believe in us more so they can continue to invest in us um so i actually am pulling up my text messages here and you can see um you know she said this is dr han uh you guys are doing great uh we'll send over and gonna switch my marketing budget over to you guys this time because with digital marketing we're actually able to see exactly how many results clients are getting through digital and it's very hard to do that with other forms of marketing so therefore use that to your advantage and show your clients what sources are working and give them that thought leadership that's going to instill more value into your services and it's going to create this retention factor look guys uh you know public service announcement if you can't hold on to a client you're not going to be able to grow the only reason i'm fortunate enough to have this business that i'm running every single day is because we hold on to clients you have to hold on to clients stop focusing so much on trying to get more clients focusing on growing your clients it's like i see people planting seeds forgetting about the seeds not even watering them they don't care about them and they focus on more no the way to scale is to increase your average dollar per customer and not just acquisition forget acquisition if you have five clients right now if you have three clients right now focus on them get them more results give them more give them more thought leadership because when it comes time to ask for more money which you'll ultimately need to do because of inflation and because a lot of these different things for growth right it's going to be an easier conversation so let's go back to um this slide here i could talk all day about why it's so important to keep your existing clients we want to see forms from the campaign of course and we want to see website experience hotjar does a really good job at this whenever we make changes on our websites we definitely want to view the website experience and the differences using hotjar navigation we want more accessible invisalign pages we want to answer commonly asked questions and we want to have more pages that can be used for advert advertising okay developmark does something very different than other agencies do in the sense that our website is our advertising landing page we don't use uh up i don't even know the name of it i can't even think i don't even know the landing page builders anymore guys because everything we do is just the website now but i don't know lead pages click funnels go high level uh whatever's out there unbounce we don't use any of that and the reason why we don't use any of that is because it is proven if you send google ads traffic to a website proven and i'm willing to debate anybody on this topic if you send google ads traffic to a website it is going to improve its seo performance as much as google tells you it has nothing to do with the seo performance it is pretty evident a lot of the clients we run ads on and that have some sort of brand ultimately rank at the top for their google searches now why would that be well if more people are using their website and interacting with it and that tells google a direct signal that this website is popular it's going to rank higher and for our process when we make these pages it's already on the website it's already organic seo page we're using we don't need all of these complex landing pages very easy to track using source urls very easy to track and get google analytics we don't need all these crazy landing pages we save money on landing pages our client saves money on time right the moment their website's launched the ads launch so this is the stuff that you kind of really need to start thinking about you don't need all these damn tools everybody's so focused on using these landing pages tools using click funnels using unbounce using whatever pages great companies nothing bad to say about them i'm just saying a lot of this work can be done without the heavy lifting just directly on your website so we want to make sure that when we have navigation the patient that comes through the website and is potentially looking for this type of service can do so easily by finding something but we also want to make sure our landing pages on the website are set up in a way that have advertising in mind so i want to show you a real life example of this because i think it's so important to talk about how you don't need all these damn tools that people are always trying to push down your throat so for example this is the uh website right so just the invisalign page just the normal invisalign page this is the page that ranks when you type in invisalign altadena ca right if i type in invisalign in this area um so i don't know why i'm getting her ad here but whatever so you can see that this is the page that is showing up in the organic search results right now is this the page that i'm gonna run my ads to yes it is why because why not it's ranking at the top it's a good page we already managed the website we already do so much work on the website you might as well just send the traffic to this page so when i click this page it's set up in a way that is focused on conversion but also has all of that information that you need for seo and for it to rank on the google search results all the frequently asked questions are on the page and if they really wanted to of course they can navigate to the other pages about invisalign and we're going to talk about this content strategy in just a second here so all in all you definitely want to create pages like this that are for organic seo purposes but you're also using for ppc as well so you don't have to use all of these different types of tools confusing yourself in the client delaying your timelines get the pages running that are gonna rank for seo now if you guys follow my design methodology and you follow my seo methodology you know that a lot of our pages basically have the same exact format and the reason for that is because it works it's built for scale you put the client's branding on it it looks good and if you want more information about that just leave it in the comments and i'm happy to talk about it but yes we use the organic pages for ppc i'll show you another example right dental implants manchester uh ct so this is another client you can see number one rank in fact they rank often twice and on this page um this is not the ppc page so it's actually not ranking as high as that one is but right organic seo page looks like a ppc landing page has clear call to action towards the top you can see it's a very similar format and when you scroll then it starts going into the actual seo content so this page can rank as well this is going to give a visitor a good experience pricing is here scheduling appointments there before and afters are here uh you know contents here all of your keywords that you guys need to stuff in other pages etc all of that stuff is used inside of there so i really don't need to create outside landing pages when it comes to google ppc now what is the value in that for your client well you're using some of this page you're using you know your client doesn't have to go to six different places to accomplish one thing which is online lead generation your goal when somebody gives you money is to say what is the best way for me to use this money to get the client the best business results and if that makes more sense than your competition just like if i'm looking to get invisalign which i have and i look at objectives and they say here it's pretty straightforward here's how we do it and another dentist tried to confuse me and pricing me and this is i'm just going to go with the ones that make the most sense never forget that a confused customer never buys and so try to deliver more value for your customers by including everything all within your development process rather than trying to use six different services for different things getting urls mixed up send everything to the website guys i can't tell you how much that is one of the best pieces of advice that i can give you now i want to cover another myth really quick a lot of people say on a ppc landing page for local business this is i'm not necessarily talking about um something like a national business or software people say remove all navigation options that is complete bs guys don't remove navigational options from your ppc landing pages customers are going to find what they want to find they're not stupid they can just leave the page so do you want a ppc visitor to navigate your website or do you want them to come to a page that doesn't have any information just trying to sell them no you want them to navigate another key reason to getting them to come to your website and the fact that we've been running ads and the bounce rate is still three percent goes to show you that people aren't coming to the page and just immediately leaving so i wanted to share that with you guys really really really quickly um and i got some good questions here guys i'm just going to go through the slides and then we'll kind of get into the questions uh so we want to definitely do that and then the funnel right we want to have a smile assessment we're going to use something called type form to do this we want to have a page to claim that offer we want to have clear payment options on that page a pricing breakdown on that page you guys may want to know what that page looks like and i'm going to show it to you in just a sec and then we want design we want to focus on clarity of the offer needs to be in the hero shot we want more of an invisalign breakthrough on the website clear payments page and financing page clear path to smile assessment on the website in the funnel that we're going to build and that's what we're going to do so let's talk about some of these changes that we talked about in going into the design so let's jump into the website really quick and we're going to talk specifically about the website design that we chose for this specific campaign uh so i'm gonna click share i'm gonna go here um so let's go to her website uh so in terms of the smile assessment what we're trying to do here is on the invisalign pages or this page we want to do something that's going to bring the patient through something that's going to get them to our actual order page now high quality imagery is really important for anything that you're doing when it comes to actual seo results so for this example you have a happy patient that's smiling that just got invisalign done and you have dr han which is the client of developmark showing the before here and then kind of like the after live with the patient and so female that comes to this page looking for invisalign looking for the price already sees and this is getting me excited because it's just we're amazing at this i hate to say it um i already see so much value in this there's a real picture with real patient and an offer so now let's go to the smile assessment and what this is is basically a page that's going to bring a visitor through a type form this is the bridge page this is the quote unquote funnel that's going to get them to the actual offer page now guys this is very very simple for you to make a type form is something that you can do but it allows us to do something cool called an image survey so we basically don't want to collect any information here but we want to make patients use this to get to the claim offer page so for example you would pick a result here so i'm going to say i'm a parent i haven't had braces before i currently have dental insurance and then i'm going to pick kind of like the ones that describe uh my smile the most um so my internet connection is should be good but um let me just refresh that that should be images loading of you know what that actual smile will look like and i might have to clear my cache for this to work because i've done it so many different times testing it um but generally there will be images here and the patient can kind of pick what exactly is wrong with them on mobile this is a beautiful experience you guys can check it out so i'm gonna say i have an open byte and then i'm looking to finance this this offer once i complete this then it goes to my claim offer page which looks like this and allows me to actually show that customer every single thing that they get when they do this invisalign treatment so this offer page this landing page is really only visible to the patients that actually see this information after going through that smile assessment and this is not our general invisalign page right and so giving them this funnel gives the patient the experience that they're going through multiple steps through the website and this is guaranteed for them and this is specifically for them so a lot of things happening on this page i don't want to break everything down specifically towards this page but you want to do the call to action you know the pricing information you want to have clear reviews displayed you want to have all the reasons as to why you should choose this practice to go with this service a description about the offer a claim offer page here that goes there how it works you know some of the pricing a total price and then what the price is today you want to show different customers you want to show a little bit about the practice in case somebody comes to this page some frequently asked questions reviews and then of course the footer section of the website that is what we're going to do for this funnel when we start bringing people to the website for invisalign now the invisalign page could work just fine right you could just make this the traffic for the page and just make it work fine if that's your goal but we want to do something a little bit differently with the image survey that's going to bring patients through this process and we're actually getting really good results with it like i showed you before google ads 15 conversion ratio on this actual funnel and that's really good and hopefully we can get that number higher but of course this is really good for any dentist looking to get more invisalign cases or really anybody looking to get more business leads in general now there's other campaigns that we're running where the conversion ratio is much higher because the type of service is higher is different and we've just dialed in those campaigns a lot more this campaign specifically we've been running for about a month or so and so that result is obviously going to change and hopefully we can change that but that's what we want to do when it comes to the actual conversion funnel we want to have that option of patients going through that entire process to do that now let's talk about website content um so you know a lot of these things a lot of our strategy and i want to show you guys this really really quickly because i noticed this on duckduckgo it's a very good strategy for duckduckgo um because when you type in invisalign per se and then you type in uh you know the location um for this customer specifically it's really interesting because uh duckduckgo the content format that we have performs extremely well on search engines like duckduckgo but i've seen situations where uh invisalign spelt wrong by the way there but i've seen situations where our client will actually rank several times in the duckduckgo search engines almost like this one right here right so anybody searching cost is gonna see a duckduckgo search result three times and that's why often when we get questions from our clients why do we make so many damn pages on the website it's because we want to make sure that patients find you in every single way possible so our content plan when it came to this was to not only have every single type of way that people are going to search for invisalign invisalign for teens invisalign for adults invisalign for seniors because when somebody goes to the google search engine and when they type in invisalign for seniors you know altadena or whatever the keyword phrase might be whenever they search this type of page you really want to make sure that your page is indexing inside of google search result and that allows you to literally dominate the google search results for your clients now guys this process is nothing new right this is just basic keyword research creating a website sitemap creating content about every single potential page that you can create doing it internationally right translating those pages into spanish into polishing to vietnamese and getting all of these results to show up on the first page of google same thing if i did teens now this also sets me up for extreme amount of success because now when i run ppc traffic and when i make ads about teenagers i have a landing page that's already ranking in the organic search results to send to and that's going to allow me to capture more of that organic search result and get a better return on investment for this customer for every single type of keyword phrase that somebody might be typing in now when i go back to the website and i go back to invisalign not everything is published here and we're going to talk about that in our next video but you can see that we're even doing comparison type content right so invisalign versus braces what is the difference between invisalign and braces and somebody in that area searching for this locally is going to have a lot of success reaching this page because a lot of people want to know this in basic keyword research tools if you go to tools like scm rush and you go to the keyword overview tool you can find a really solid seo plan of the content to add to your website just by typing in the main phrase if i type in invisalign and i click analyze sem rush is going to tell me every possible keyword phrase that somebody could type into google to find a practice and it's going to tell me all the frequently asked questions all of the related keyword phrases and it is your job as an seo if you want to price stuff right and you want to get customers results based on what i talked about in the beginning it is your job to actually recommend this stuff to your client in a website sitemap and work with that sitemap deliver this stuff so you have ultimate seo rankings for anybody searching anything related to invisalign same thing with ads when we look at the ads data and especially because we have a little bit of data now we can look at which keywords are converting so cheap invisalign near me right goes to show you showing that price information total cost of invisalign you can start to see that a lot of these cost related keywords are what people are actually searching for inside of google search results which tells you educate your customers on making sure that they are ranking for cost-related phrases now something so funny that i just realized um i have a i'm going to show you guys really quick because i just searched cost related keywords and i was just like kind of hyping that up uh when i search total cost of invisalign another one of our practices are actually ranking on the first page for total cost of invisalign right so this is one of those things where we want to make sure that we uh optimize on the website and get as much information as possible um so guys with that being said uh i'm gonna start answering some questions and then what i'm gonna do is i'm gonna hop off and then i'm gonna see you guys in a later video so i'm gonna start from the top and uh altino said ruan what's up uh individuals looking to learn seo to get a job i'm a complete newbie yeah i mean if you're looking to get a job and you're not necessarily looking to start like a freelance career or an agency career um there's really really really easy ways to do that um probably one of the best ways to do that is to actually make a website and then optimize it for a local area and then apply to an agency instead of actually trying to just apply with accolades i would bring to an agency or to a business that needs help something that you've already done by watching videos like this on youtube if you're a complete newbie i highly recommend you check out udemy there's a lot of seo courses and tutorials that bring you step by step by step by step on how to do it and that's going to allow you to gain the confidence to get these results for people that are local uh what is a good course for engineers trying to get a job darryl said sup ruan what's going on daryl how you doing uh thank you good to see you back paul what's going on i definitely ask you where i've been i've been growing my business it's been a long time and i am trying to go in and go really hard with my business my goal is to completely dominate this industry and get as many local clients as possible and grow to the thousands of employees and that's always been my goal because it's just naturally what there is to do i talked to somebody that is a financial advisor and he said if you're not growing you're shrinking and so that was kind of his motivation on getting more business results out of what he was doing and i agreed with that you know a lot of people will talk about uh you know if you're not growing you really really are shrinking so i really want to avoid that uh casey said dude you're back missed you too uh with limited startup capital do you emphasize on-page seo off-page seo or social media for the fastest initial results i would say on-page seo is by far the best way to initiate initiate on fast results and the reason why i say that is because it is completely in your control social media ads um you know those different types of things it depends on the business if it has some domain authority if it has no domain authority it's usually very difficult to get those results because it's not show up with just basic on-page seo you're the key to the business here is you want to work with businesses that have a good domain authority to start with and then your your on-page seo is already going to go and kind of do that this is the one that was giving cash for each top spot you got them no that's a different practice i'm going to make videos about that really soon because we're actually redesigning that one and we actually accomplished all of that uh in a short period of time so he was pretty happy but also upset james moore is talking about a practice that i worked with about two years ago that's still a client and they were gonna give us ten thousand dollars if we ranked them for a keyword i put the video up on youtube we did some seo optimizations and then they ranked high now remember guys that is unlikely to happen with most businesses but that business specifically had a really really good uh you know a a really good domain authority so it was really really easy to rank uh daryl saying question with a 100 google optimized website plus google my business do you think good google ads is a good step in service offerings absolutely um google ads is gonna reach customers that are outside of your organic search location that i was talking about before and it's also going to be allow you to have another reason to keep that client on and give them retention and give them results look google's not going to push websites organically all of the time it's going to show paid searches it's going to make sure that paid results get a lot of that share too so all of it you have to be doing viral it has to be a website that's optimized it has to be uh local seo it has to be ads you have to be doing content you have to be doing blogging you have to be doing text message marketing you have to be doing email marketing you have to be doing all of these different types of things that are going to get your clients business results now do i recommend doing this all at once no master your craft face offering right you

Channel: Ruan M. Marinho

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Id: OTJy9n9Xafo

Length: 68min 15sec (4095 seconds)

Published: Sun Nov 28 2021