In this clip, we're going to talk about how SEO isgoing to change in 2020 and unfortunately you're not going to likeit, but before we do, don't forget to subscribeor follow whatever platformyou are watching on right now, especially if you enjoy a clipson marketing, entrepreneurship, growth, productivity, and more stuff.
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All right, so SEO, here's what's happening with SEOright now.
If you think about Google, because Google is the largest, they take on the lion's share of thetraffic in the U S and a lot of countries around the world.
The problem with thisis they're a publicly traded company.
Now their incentives are to makemore money for their shareholders.
Now it's no longer just don't be evil, which was their model in the past.
They actually took thatoff of kind of their, their mission statement or partof their mission and values.
So you think about it now, there's only so much space.
There's only so much real estateand on a search result page.
So it used to be in thepast, you know their ads.
I remember in high school when, when theystarted, um, Google ad words, um, the, there was only like one snippet and ascrystal clear that it was an ad, right? And now over over the years, now it's becoming less and lessapparent that it's an ad, right? It used to be highlighted in yellow.
It was like crystal clear as an ad andthere's only like one or two of them right now you might see like four orfive ads at the very top and you see more ads at the bottom because Google ismaking a less apparent than their ads and they're putting more ads on the, onthe on search engine result pages, they're making more money, they'reincentivized to make money, which means the organicresults, the SEO results, those are getting pincheddown a little bit, right? So what used to be at the very top abovethe fold that would get like the lion's share of the clicks.
Now it's getting pushed down so muchthat you know these to say like maybe the number one result in SEO might get25 to 40 to 50% of, of the clicks.
Now it's like, you know, itmight go down to like 10% or so.
There's a clip I'm going to showyou in a little bit where, uh, when I spoke at the marketingschool live conference, I'm, I actually share some data, uh, from, from rand Fishkin, from spark Toro, the search result pages, they're getting more and more consolidatedas become a tougher and tougher to, um, to make SEO work.
Here's the thing that'shappening with Google right now.
If you produce a blog post, this is a recent study with collaborationwith Rand Fishkin and of spark Turrell what the job shot, the number of, um, zero click searches are going up.
Meaning that when you land ona search result page or a Serp, the problem right now is that most peoplearen't clicking anymore because Google is, you know, adding, you know, here's the answer, right? You don't, you no longer need toclick on something.
Um, and this black part over here is gettingbigger and bigger and bigger.
Um, and that, you know, there's thiswhole thing runs, got a rent, Rand's got a rant about Google, um, driving more clicks to their, bless you to their own, totheir own properties.
Andthat's a problem in itself.
But let's just talk about what thismeans for us right now.
So zero clicks, searches are growing and over here, all you need to know if Idid like laser pointer it, but you can see it'sgoing up and to the right.
So what do you have to do foryourself? You kind of have to CYA, cover your own acids, right?So, um, Google Click throughs, you can see the blue part is what wewant.
That's organic searches.
Um, so organic click percentage, that's, and you can see actually the redpart for the paid clicks, um, which is where Google makes itsmoney.
That is actually growing.
It's growing very slightly, but you cansee that.
So you kind of have to, like, if you're just doing blog posts, you have to defend yourself.
If you're going to do a blog post, how do you make the most of it right? Like if we do a podcast, howdo we make the most of it? And we've talked about this a coupleof times, so you know people who, I don't have the time for this.
So what we do is we do something calledcotton sprouting and then we might take a video.
So our youtube channel I think has twoto three new videos per week and we'll start with the video first because avideo automatically becomes an audio file, right? So video, audio, and then wecan convert.
Let's say I do like a, my talk right now, this talk can becomemaybe three or four podcasts episodes, right? And so I can go fromone, one video piece of content, automatically have threepodcast pieces of content.
And then from there I have like50 to 60% of our blog posts.
So I could just have a writer onmy team take on the blog post, maybe write a 500 word or a thousandword piece to see if it ranks and an upgrade it.
And then we've got to thinkabout promotion too.
So we, we do seed.
Sprout pollinate is a promotionportion and then a very bottom, it's monetization, right? So harvesting.
So we produce a ton of content.
We ranked for a lot of different things.
I think we were ready forpodcast advertising, adnetworks, things like that.
And I was actually talking to Mr affiliatemaster Siad about this and he's like, dude, you should think about likehow you can like affiliate ties.
Those are monetizesbetter.
And um, you know, most people don't think about how theycan monetize the traffic that they're bringing and um, that's goodtraffic, right? I think, I think for the podcastadvertising wine, um, I think for this year we'llat least collect 30 to 36grand on it.
It's not bad.
We can probably do more with it, butat least that's some cashflow, um, that we otherwise wouldn't have gotten.
And now we just take that 36 grand andapply it to her salaries and hire more people.
Um, so this is contentsprouting right here.
It's, how do you make the most of what youhave? This is what Gary v does too, cause he has a videographer and I followshim all over around the whole day.
And um, sometimes it might be likea 15 hour session and then you know, all of that might become like, you know, separate audio clips.
It goes into podcasts.
And then, um, one guy that used to work at singleright now is his copywriter.
Um, and so he Q will convert itinto long form content.
Um, I think when he used to work forus, uh, Eric, what was he writing? Like 8, 000 words a day, something like that.
Yeah.
So he was running likefour to 8, 000 words a day.
He was just a machine and now he's, he's with Gary v and he actually gaveme his content process, um, just to, um, and actually I think Gary V'sactually shared it on slideshare, so you can pick it up.
Just type inGary v content process.
Um, and it's, it's very similar to something like this, but it's literally takingwhat you have, right? You don't just buy a car and drive itoff the street and just don't drive it again, you make the most ofit.
You do content sprouting.
So with these zero click searcheslike it, okay, it's crystal clear.
Like I mentioned rightbefore you saw the click.
It's getting tougher and tougher.
What I think you need to do with SEOnow is you cannot just be a blogger.
You have to think aboutif we have a blog post, we're gonna make littlevideo clips to your, we're going to make alittle social clips to, we're going to make theminto audio clips too.
So we're not just relying on one channelbecause blogging itself is very hard.
I talked about in another view, there's over 1.
6 billion sites in theworld right now is becoming tougher and tougher to compete whenit comes to just SEO.
So you have to diversify because if Googleis making it tougher and tougher and you can see over thethe, the trends that the, that what I talked aboutin the graph is like, it's already hard enough doing SEO.
The zero click searches are rising.
And you have to thinkabout answer SEO too.
You can't just put all youreggs in one basket.
Sure.
Get good at one channel first, andthen you have to start to diversify.
That's the only way you're gonna Startto protect yourself longterm when it comes to playing the game of SEO, especially in 2020.
In the next clip, I want to share a video also clip fromwhat Neil was saying at the marketing school live conference.
And hewas talking about how, look, it's not just traffic thatmatters.
It's actually, uh, conversions that matter and how doyou convert more when it comes to SEO, you don't have to increase rankingsto get more search traffic.
Here's the old site that Ihave.
I eventually got ridof it.
Nutrition secrets.
It was in nutrition site.
I got mytraffic up into the right and yeah, there's writing content and buildinglinks and all that kind of stuff.
But the real way we grew nutritionsecrets, we did something really manual.
At that time.
There was no softwarethat could do this.
Now there isn't.
I'll tell you about the software and abit.
I don't have the screenshot.
Um, but you go into Google searchconsole.
I still like the old version.
I don't know why.
You know, youclick click CTR impressions, you see the pages that are getting thetraffic and then from there you look at which you click into the page that hasa low CTR.
You look at the keywords, the ones that are driving a lot ofimpressions but low clicks and then you're like, alright, I need to adjustmy page with these keywords.
I can get more clicks.
Simpleconcept.
You look for keywords.
I have less than a 5% click rate.
Look for pages I have aless than a 4% CTR, right? And make sure the keywords that youwant to rank for and your title tag and within your content and meta-description.
Once you make that change, you submit to Google and they re crawl it.
And here's some cures that helpskyrocket CTR that we've tested, how to use lists, number resultsfree.
You tips, great tricks, best why blog posts.
You guys get the gist.
These have all worked really well fromeverything we've tested and as you submit it back to Google and youfettuccine Smith the URL, click submit to theirindex and boom, you're in.
You say you're not a robot and yougive it 30 days and you see results.
We used to do all this manually.
That's how we grew our traffic.
It's one of the best ways becauseGoogle is looking for a user signals.
Everyone focuses on links, but not enough of this.
If you don't want to do itmanually, like how I used to do it, there's a tool calledclick flow, you know, that's what we do now and we justautomate it and it works much easier, but I kid you not.
This is where we're seeing the biggestsearch gains right now for SEO.
We're just optimizing going afteruser signals.
It's not sexy.
No one talks about it worksand nutrition secrets.
As we started doing all this stuff, our branding started going upand we started doing better, getting higher rankings, more pages, and that's how we continually climb.
But traffic and all this kind of stuffis gray, but it's not everything.
Elsie and rush showed one ofmy past startups, kissmetrics, I think we raised like 17 millionbucks for it.
It didn't turn out well.
I bought out the domain name from theinvestors for 500, 000 bucks and then redirected the traffic and thenthey recently did an asset sale.
Now I had good traffic.
My competitor mixed panel whocopied my product at the beginning, they even had a tech crunch articleshowing similar screenshots, had roughly one third of their traffic.
They raised money at an$865 million valuation.
What do you think we wereworth? I'm the traffic guy.
I'm getting all this traffic.
I'm beatingthem.
What do you think we were worth? Anyone want to take your guests more than15 because we raised 17 ba but we are worth roughly one 10th that technicallynot even one 10th that so maybe one 15th one 20th that's brutal, right? Think about it.
I'm a marketer, I'm on cloudnine getting all this traffic.
Who shows you traffic isn't everything.
And I realized at that pointthe real formula to success, especially in the future istraffic plus conversions.
Cubed equals success.
When you think aboutconversion rate optimization, that's not just about paid advertisingand optimizing the traffic coming in, but it's also like taking the trafficthat you have from an SEO perspective and optimizing that to, you can use Google search console or youcan use this offer that I have called click flow.
Um, and then that way you can optimize thetitles descriptions you have or different elements, different blocks on a, onthe pages that you have on your site.
If you're struggling with SEO, you'vegot to go on any channel, right? And once you start to get it working, once you start to find your voice.
And the second part is ifyou're already getting traffic, how do you make the most oftheir traffic that you have? You can do on Syrup SEO, which kind of is like cro on the searchresult pages or you are basically doing like, you know, SEO and cro at the same time you makingthe most of the traffic that you have.
These are the two big things that aregoing to happen when it comes to SEO in 2020 Google is going to tryto make more money.
Always.
You got to think aboutwhat their incentives are.
They are at the end of theday in advertising platform.
So how are they going to get there, right? How are they gonna get to get theirmoney? And then at the same time, once you understand whatthey're trying to do, how are you going to makethe most of what you have? How are you gonna Protect Yourself, protect your butt for the longterm? So that's about it fromthis video.
But I do have a, another video for you to checkout that's related to this.
So don't forget to check out the nextvideo if you're watching a video right now and also whatever channel you're on, don'tforget to rate, review and subscribe.
And leave a comment, let us know whatyou think and we'll see you tomorrow.
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