Shane Melaugh & Viola Eva – SEO Sprint

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Shane Melaugh & Viola Eva – SEO Sprint

Archive: https://archive.ph/j2pt0#selection-4137.0-4137.8

Part #1:
Google vs. Everything Else
Visitor’s Intent
Think about the last time you used Facebook or Instagram or whatever your preferred social media site is. Think of what happens when you see an ad or a post trying to sell something.
Do you want to see that ad? Do you welcome the ads? Do you go there for the ads?
At best, posts trying to sell are an annoying interruption from what people actually want from social media. Users aren’t actively looking to leave Facebook/ Instagram/ YouTube. That’s not their goal.

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But look at what people want when they open Google:
They are literally looking for a new website to visit. They want to click a link, leave Google, open your website and discover a solution to a problem they have.
With almost every other traffic source, you are fighting to pull users away from the platform when they are not actively trying to leave. They want to stay, and you are the interruption.
But with Google, you become the goal, the intended destination that people are looking for.
WINNER: Google.
Part #2:
Google vs. Everything Else
Targeting
In Google search, your website will only show to the people who are specifically looking for it, in that very instant.
That means if they are not the exact kind of person to type that search term into Google, they won’t be given a link to your website.
Instantly filtering out junk visitors.
Compare that to a meager attempt to promote your website in online forums or the comments section on other sites. In those places, you are trying to catch the occasional user that might want what you’ve got.
But you risk the agonizing eye-roll of every other visitor that doesn’t care for your content. Cue the trolls who will call you out for ‘spamming’.
Your traffic generation strategy is only as good as the customers that you get. And with Google, it’s 100% laser targeted.
“But Shane, Facebook/social ads are also highly targeted!” I hear you lament.
Yes, you can precisely target your audience with Facebook ads, but the best you can get is still only to annoy the right kind of person. That’s a far cry from serving exactly what someone is looking for, the instant they’re looking for it.
WINNER: Google.
Part #3:
Google vs. Everything Else
Cost Over Time
Ever tried paid traffic and noticed it’s really easy to lose a lot of money, even if you have a great product and a good sales page?
Here’s why:
Let’s compare how Facebook paid ads stack up against Google organic traffic.
Depending on your niche and target audience, if you’re lucky an ad might cost you $1 per click (that’s being optimistic). Seems low, right?
Driving cold traffic straight to a sales page will rarely get sales, since the visitor has no reason to trust you. So typically, you drive that traffic to a lead generation page (20% conversion rate), get their email address, and sell to the lead from your mailing list over time. Let’s say 2% of your list will buy from you.
For Google traffic, they’ll arrive on your blog rather than a dedicated landing page, and then join from your opt-in forms at a lower 3% – 5% conversion rate. The rest of the steps are the same as above and we’ll assume you turn leads into sales at the same rate.

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At first glance, this looks like a worse deal, because your visitor-to-lead conversion is lower. But there’s one killer difference: you didn’t pay for those visitors!
Suddenly that $1 per click for Facebook ads turns into $250+ just to acquire a new customer, and that’s being optimistic. If your product costs anything less than that, you’re going to lose money.
With Google traffic, your website becomes profitable because all it costs you is the upfront effort to prepare an SEO strategy and create content that ranks.
“But ads get me traffic immediately!” – Yes, that’s true.
Paid advertising will get you traffic within hours, but the moment you stop paying, the traffic is gone too.
Ranking in Google takes time, but the difference is that you aren’t paying for every click. You end up with free traffic months or years after you’ve done the work to rank your content.
Done right, Google traffic is just infinitely more profitable over time.
WINNER: Google.
Part #4:
Google vs. Everything Else
Residual Traffic
If you aren’t paying for traffic, you’re almost certainly doing content marketing. Whether that’s publishing on your blog or on social media, you’re churning out content to try and attract visitors to your site.
What’s the marketing strategy for your content? An email to your mailing list, then sharing the post on Facebook, Twitter and… what, maybe Reddit?
Tell me if this looks familiar – every time you publish a new content piece, your traffic looks like this:
Credit to Rand Fishkin and Tim Soulo for this concept
Your website will get a spike of traffic, a surge of people who are interested (for 5 minutes) when they see it on the socials. This is super motivating to see! Look at all these people coming to the website!
But then what?

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Nothing.
No residual traffic. You broadcast your new content piece, you reach a portion of your audience (a shrinking portion on social media platforms) and then your content disappears, crowded out by a million other updates in people’s feeds.
This is the hamster wheel approach. Your content gets a quick spike of traffic and then immediately dies, so you desperately run back to start the next piece.
The typical advice is “publish frequently, on a regular schedule.” Turns out, the reason for this is that you need to, in order to create an illusion of traffic.
You basically need to stack as many “spikes of hope” next to each other as you can.
Compare that to SEO traffic:
If you publish a post that is strategically designed to rank in Google, then you’ll see the exact opposite. A few weeks or months after you post, organic traffic starts trickling in. It takes time, but once you’re ranking, that traffic doesn’t stop.
Within a year, that one post is still driving targeted traffic every week with zero extra effort from you. So you can finally step out of the hamster wheel and focus on your business.
With the content marketing approach, you’re putting in time and effort just to keep the hamster wheel spinning. With SEO, you can spend the same time and effort on fewer content pieces and create a compounding effect: you get more and more and more traffic over time, for the same amount of work.
WINNER: Google.

What You Learn In SEO Sprint:
This 10-day sprint-based program is separated into 5 sequential modules. Not only will you learn how to perform SEO for your own website, but you’ll be guided through the practical application of each and every step.
Module 1: Decoding Google
Get your SEO strategy overview and set goals that suit a business of your size and scale. Arm yourself with a powerful set of free tools both on and off your website, so that you can make sense of the Google mystery and decode what is working. You’ll learn what it means to build a brand that Google will happily promote.
Module 2: Value-Driven Keyword Research
Identify the perfect search terms worth targeting in your SEO campaign, that are the right balance of achievable and valuable. You will review your existing content to see any missed opportunities worth repairing.

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Module 3: Rock Solid Site Structure
Learn to structure your website into content clusters that compound your SEO efforts. You’ll be able to map keywords to pages and plan content creation with upgrades for your target keywords.
Module 4: SEO Content Writing Formula
Get the exact plug-and-play content formula that takes your SEO strategy and guides you through writing to attract those Google searches. You’ll understand all the on-page and technical SEO steps you need to create content pieces that users and Google love.
Module 5: Building Authority
In this module, you’ll discover sustainable link building strategies that suit the scope of your business. Find out how to spy on your competition and find gaps that allow your website’s domain authority to grow quickly.
BONUS #1
Technical Checklist to Track Your Results
In this bonus video lesson, you’ll learn how to revisit your SEO strategy after you’ve completed your 10-day sprint. You’ll understand how to do a basic SEO audit and spot major technical issues on your site, and how to measure and track your ranking results.
BONUS #2
SEO Tools Tutorials
Many SEO tools that cost $100s per month also offer free 7 or 14-day trials. Throughout SEO Sprint, we’ll teach you how to make the most of those trials and plan your strategy before they expire. You’ll get tutorials for these tools so that you know where to go and what to click before your trial has even begun.
BONUS #3
Non-English Website SEO Strategy
If your website isn’t in english, you actually have an advantage. Keywords that are highly-competitive in english are often easier to rank for in other languages. In this bonus video lesson, you’ll learn how to optimize your strategy for your language and seize that traffic quickly.

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