I have an unhealthy obsession with being considered the world's BEST internet marketer. This blog is one of the channels I use to demonstrate that. I'm highly active on social media and love a good debate (bring it internet trolls). Click the icons below and fire away.
The last 2 months I’ve been obsessed with building an Amazon FBA / eCommerce business.
A large part of our strategy is content marketing. Using it, I drove 15,861 visits in 30 days.
I put together a video that shows you exactly how I’m doing it.
Too busy to watch the video? I feel you. I host it on YouTube so you can watch them in half the time!
PLEASE leave me some comments – I love engaging with you guys!
00:00 In this video, I’m gonna show you how we did this on a brand new Domain Authority One site. Stay tuned. I’m gonna do this video in two parts. First, I’m gonna walk you through the strategy here on the blackboard, then I’m actually gonna dive onto my computer to show you the nuts and bolts and the inner workings of what we’re gonna talk about here, but I wanna lay it out here first. But before I get into that, there’s a couple of caveats I wanna hit. Number one, this traffic from Google, it’s not going to be your buyer keyword. The keywords that is driving the traffic to my site it’s not, “Buy my Product.” It’s informational searches. You’ve seen me use this content funnel before, this falls into the viral and discovery type traffic. Now, personally, I’m a huge fan of this. This is free advertising. If this type of traffic is the first touch point with your brand, gets people in, it gets people interacting, they see your stuff, and then you can hit them later with your marketing and get them to follow you.
00:54 So there’s a ton of things you can do. This is the first touch point with the brand. That means this is also going to have a relatively high bounce rate because what happens is people are looking for information, they’re not looking to come and shop, they’re gonna come, they’re gonna read your article, and I’ll show you how we can analyze that in Google, but they’re not going to… It’s gonna have high bounce rate, so don’t kill me in the comments here, you trolls. This is informational searches and honestly, this is the only way to have explosive results in Google right now. Because what happens for those highly competitive buyer keywords, you do the Google dance. You don’t just rank first, all of a sudden see a skyrocket. This is the only way to really skyrocket your traffic for more data right now. That’s what I’m gonna show you in here.
01:35 Now, let’s dive into the strategy a little bit. Again, first and foremost, 99% of the work here is done upfront with research. There’s no tricks, there’s no gimmicks, this is going out and doing the research, understanding your industry, and targeting the right topics. I don’t really use keywords as much anymore. I do topical research because that’s the way that people search. They don’t search for keywords per se, they’re looking for topics. So what we wanna do is try and dig into the intent of what people are searching for and use keywords to support that. And most importantly, topics are more important than keywords because when you’re working with a brand new site, you don’t have the authority to compete on big massive keywords. The only way to get exposure for these searches is by going after the keywords that aren’t keywords yet. For example, if we took these keywords and put them into Google keyword planner, it would show up as zero, as nothing, because they’re so fresh, they’re not registering. And this is why I don’t like doing keywords anymore because keywords are running on past data. The internet of today runs on now, and it runs on the future, and it runs on trends. So what we wanna do is tap into the trends of your industry in market. And honestly, the only way to do that is to know what’s going on in your market.
02:55 So if you’re doing this for clients, it’s really, really important that you do the discovery upfront, you leverage their knowledge, you do the research, find social groups, find pages, look on Instagram, Snapchat, the younger networks where people are talking about up-and-coming things. You really wanna tap into those. Because keyword research isn’t gonna do it for you.
03:15 I’m also gonna talk about building the right type of content. The piece of content that I build, some people call it news jacking, some people call it roundups. I took a combination of all of them, and I’m gonna show you what I did and how I determined the right piece of content to build when we dive in. I’m also gonna talk about citing and linking out. This is something that a lot of SEOs do because they think Google likes to look at a Wikipedia article. No, it’s bullshit. Citing and linking out for on the web of today, a link denotes a citation, that means you got information from somewhere else and you’re telling search engines that, “Hey, this isn’t mine, I got it from here.” That helps to rank because what happens is, you’re building content, especially this that I’m gonna show you, it’s not an original thought, I didn’t invent these sneakers, so I have to cite the original source. And I’m gonna show you exactly how it does that in my thing. And then keeping it updated and keeping it fresh because this is important because, again, we’re talking about trends, things are always changing. So you wanna make sure that you’re keeping it updated and making sure that the information on that page is still gonna reflect the current searches and search of the future. I don’t have it up here, I’m also gonna talk a little bit about promoting the content to keep it to rank.
04:22 I’m gonna dive into my computer now, I’m gonna show you the exact article, I’m gonna show you all of these things and exactly how I did it in incredible detail, so I’ll see you guys in there. First and foremost, I just want you guys to see that I’m not full of crap. This is lacesout.net. This is the site, I’ll show you the actual site in a second, you can see the organic traffic, 73%. You can see here as of March 4th, it was getting zero sessions and now it’s got up to 851, 750 the other day. Today is April 13, 2016, just wanted to verify that real quick. Now, let’s dive into the pages that are getting the traffic. So you can see it’s mostly going to one, partially two pieces of content. I’m gonna do a deep dive into each of these nowhere. I just want you to see this really quickly.
05:07 And now I’m gonna show you search console so you can see all of the different keywords that it’s getting. So you know they’re not bogus keywords. These are the actual branded sneaker term names, a lot of traffic, and again you can see just a skyrocket in traffic going from literally nothing, brand new site in February, all the way up to here and still going pretty well. Just so you can see all of these different keywords and all… So you can see it’s not one keyword, it’s a ton of long-tail different keywords that I’m semantically crushing by the way that I created the piece of content. I’ll just show you the piece of content here really quickly. This is the article, it’s about the sneaker called Adidas NMD R1, which I am going to dive into right now.
05:56 First and foremost, we need to talk about a topic that we can build content around now. Traditional SEOs, look at keywords using Keyword Plan Alert, and Long Tail Pro, whatever that garbage is. I don’t do that, because that index is dated. It’s relying on people searching and then coming up with the trends afterwards. We live in a social-driven world. Let’s be serious, Google is secondary to social media right now, there’s no doubt about that. Google picks up on the back end of what’s happening on social media. So instead of looking at dated key words, we wanna look at the source and we wanna attack it and capture it, and be the first entrance into that piece of content before other SEOs and content marketers start creating content around it. The best place to do that honestly is Instagram, and Snapchat’s even better because Snapchat is right now in the moment. Instagram is still very hip, people are sharing but Snapchat is right in the moment. I can’t show you Snapchat, it’s just something you gotta pick up on your own. But Instagram’s a great place to start.
06:56 Again, my website is about laces and sneakers, so what do I do? I follow the biggest accounts in the space, Nice Kicks, these are all very big brand, KicksOnFire is another one, Footlocker, all of these companies, Sneaker News, you can see here they… Here’s an example. They have one about Nike Kobe Black Mamba Pack. This is a type of sneaker right here. What we can do is just take this and Google it. And this is how I do… I just see what’s in Google and I see if I can beat it. I’m looking at who’s creating content around this. I see Nike, Sole Collector, these are all very big brands and you can see here they’ve all got the exact matched keyword. They all have a dedicated page on their site to this sneaker. So we don’t wanna go after that, ’cause we’re never gonna beat that. But we start looking down here and this is how I do all my keyword research, this related search right here, and I start looking at what else are people searching for.
07:52 So I’m looking at “nickname origin,” “shoes for sale.” I’m not gonna go after that. This has “buyer intent.” I wanna look for things that all have the same intent that are all grouped into the same bucket. The Kobe Bryant Black Mamba Sneaker Pack, that is kind of the keyword topic, but I wanna look for a general kind of a pattern that I can build a bigger piece of content around. So “shirt movie logo,” no, no, no, “backpack.” See, these are all different products. I’m not gonna go through it and do this for you here right now, but basically what I found, I’ll just show you my piece of content that I built now that’s driving all the traffic. Let me just pull up my blog, it’s about a sneaker type, it’s called the Adidas NMD. Now again, I’m pretty in touch with sneaker culture, I follow all these sneakers on Instagram. I started seeing these sneakers come up on these sites and when I was Googling it, what I noticed… Let’s see, red, so I saw like the red sneaker come up. So what I started doing was I noticed that, “Hey, the brand itself is not necessarily creating content around it, so that’s a good sign.”
09:00 They don’t have specific content around it. Then I started seeing these other sneaker sites. They were creating specific content on the sneaker which is bad. This is a DA76 site, I’m not gonna be able to rank necessarily for this name of the sneaker, even though I know this has a ton of volume, look at the amount of shares. So for example, if you put this keyword into Google Keyword Tool, Adidas NMD R1 Originals, Lush Red, that’s gonna show up as zero, no searches. But I know this industry and I know… Look at this for example. Let me just pull this up. Sorry guys, computer problems here; that happens when you do this live. So Adidas NMD red, what was it? Lush Red. You can see what people are creating content around, and then you come down here and you see all these different keywords, Adidas NMD Lush Red, Adidas NMD R1 Lush Red, Adidas NMD R1 Red, Adidas NMD Red Black. So their actually naming the different colors within the sneakers, this ones eBay, this ones On Feet, this is another big one. These five keywords here plus On Feet, these are something that you can start to build content around.
10:10 You can say, “Okay.” So what’s happening here is people don’t necessarily know the name of the sneaker, but their searching for different colors, pictures on the feet. What this is telling me here is that people are looking for information about the colorway, images on the feet. What I started to do is I started to look around again and I’m just gonna show you the post that I created here. Where is it? What I started to do, again, I started on Instagram. I’m gonna close this now. And I found some sneaker names. I saw people writing about it. Then I started looking at these, and I said, “Okay, who is writing about these?” These are high authority sites. But what they’re doing is, look at how thin this content is. This is a great piece of content ’cause it’s short, it’s got beautiful images, but there’s only about 50 words on this page. From an SEO point of view, that’s nothing.
10:56 What I started doing was I said, “Okay, here’s one colorway, Lush Red. How many other colors are there?” And I started looking for information. I couldn’t find it, and I know that people are looking for that information. Even though Google does not explicitly say, “Hey, this is getting searched for 10,000 times a month,” I’m looking at these different searches here that people are searching for.
11:17 This is what Google is telling me people are searching for. And I started saying, “Okay well, maybe people are searching for orange ones or let me see, all white.” And sure enough, there’s all these different colorways of this very same sneaker, and it’s the same thing down here, Triple White, Prime Knit, R1 Restock Runner, so I’m starting to get a picture in my head of what people are searching for and how I can build a piece of content around it.
11:41 What I did was I said, “Okay, let me build a complete list of Adidas and NMD releases and colorways,” because what I couldn’t find was one central source of information about every single colorway in here. And let me tell you, I had no idea how many there were, I thought there were gonna be like three or five. There were over 20. Look at all these different variations of the sneaker. What I did was I gave it to my virtual assistant, I said, “Hey, here’s what I need you to do. I need you to web research on every single sneaker type on Adidas NMD R1 and I need you to give me the exact name of the colorway.” This is what people are calling it, this is the official name of this sneaker. I need to get you to the release date and I need to get you the where to buy it. These are just affiliate links that I’m starting to make money with, just FYI.
12:25 Then I built a piece of content around it and what I did was I said, “Okay, look, if this content here was… ” I started looking at all of these sneaker sites and I realized that there was really thin content on these pages. And I know from being an SEO… Look, there’s only 50 words on this page. I know from being an SEO that content with a lot of words on the page ranks better. What I did, again, I had my VA go out and find every single colorway in the release date, I made the title of the sneaker H2, I made the release date H3, and the price H3 because these are all semantic keywords. I know people are searching for the price of the sneaker. I know people are searching for the release date of the sneaker. I know people are searching for the colorway of the sneaker. What I did, again, I had my VA go out and find every single one, simply fill out an Excel spreadsheet, cost me 10 bucks and then I had my content writer write 50-100 words on each sneaker. Very easy to do. I said, “Hey, creative writer, go write me 50-100 words on every single one of these topics,” and this is what they did, and then I went out and I found images of them.
13:32 And with the images, again, this is what I was talking about in the previous video, I don’t own these images and Google knows that. I am not an authority source on the Adidas NMD R1. I’m not an authority source on this sneaker. What I had to do was cite these images, and this is where linking out comes in handy. And this is how you link out properly. This really pisses me off how poorly people do this. Don’t link to Wikipedia, it has nothing. Link to the source. Links on the web are supposed to be for citation purposes. So anytime you use information that’s not yours, you need to link to it. So that’s all I did was I was grabbing these images and linking out to where I found them from. Very easy to do.
14:11 Now, what this article tells Google, and this is why I also added this chart up here that links down to each one of these, what it tells Google is, “Okay, look. Every single one of these is on here and they’re linking to the authority site about that sneaker, so ipso facto, this must be true.” What I’m telling you happens with this is that, look, a couple of things. Number one, I found the right topic, I did the right research, I realized what people were searching for, and I compiled them all into one. Call it partially news jacking, and then call it partially roundup, whatever you wanna call it, and then I just put more content on the page, I organized it better, I made it look good. I put images on there because I know people are searching for images as well and then I linked out to the source of it.
15:00 That’s it. It’s just a one big roundup post. And it’s killing it. You see how much traffic it’s doing. Then what I did next was I said, “Oh, well you know what, this is just the mens, there’s gotta be women’s version of this too.” What I did was just the same thing, and I built, let my site load, I built it for women as well, same exact thing. This one’s a little bit less ’cause there’s a lot less articles in here, but it’s the same thing. I just went out and found images, I cited where they came from and I did the same format and sure enough it worked as well. I took this and I squeezed more life out of it and got an extra 2,000 visits to my site because of it. A lot of interaction on this post, there’s no rocket science here, guys. It’s really just a matter of doing the research. Do not rely on traditional SEO metrics because we live in a world that’s changing right now.
15:49 Something is changing as we speak. Please do not go by traditional values and whatnot. It just doesn’t work anymore. We live in a socially-driven world where trends are shifting instantly. Google is not always right, SEOs are not always fucking right, stop doing keyword research like it’s 1999. Focus on topics, focus on what people are talking about on social media. ‘Cause if they’re talking about it on social media, what happens? If you see this image on your Instagram account, you see, “Oh, this is the NMD Black,” what are you gonna do? You’re gonna go to Google and you’re gonna search for it. And if you’ve got a massive piece of content that can answer all of the questions about this sneaker, it doesn’t matter the authority of your site because you’ve compiled all this information from those authority sites and you built it into a better mousetrap. It works really, really well and I’m telling you it all depends on the research that you put in up front, so make sure that you put in the time.
16:44 Now, I also said I would talk a little bit about promotion. To be honest with you, I didn’t really build a lot of links to it. I did a couple of blog comments, I put it on Facebook and I boosted it to my fans, but that’s about it. You can see it’s got 49 comments. It’s a very viral topic, so it kinda promoted itself. I went into some Facebook groups, I dumped it into some Facebook groups. Actually, let me remove the organic filter here, so you guys can see the track that it’s doing, from where it’s coming from as well. Let me do this. Let me change the report, let’s go to Site Content, Landing pages, let’s do this, let’s filter by this and let’s add source, so you can see. So Google’s driving the most. Reddit, I put it on Reddit, did well. Facebook, you can see it’s doing… It did about 600, 700 visits. Nike Talk is a forum, it did really well there, and the Google images is doing well too.
17:45 That’s about it. I didn’t really do too much link building to it. I’m doing a little bit of outreach for it now just because I wanna solidify this spot. But again, guys, that’s it. It’s a lot of work, but this is how you win in a space that’s crowded with authority brands, and you don’t have it. You can still win. You just gotta put in the time and the effort to do the research. So if you have any questions, please ask. I’m gonna post this video on my YouTube, on Facebook, and on my blog as well. Please, please, please comment. Please interact, please engage. Tell me I’m full of shit if you want to, but get active. I will answer any and every question that I can. And I hope you guys enjoyed this video. I’ll see you guys in the next one. Take care.