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There’s no need to overcomplicate SEO.
My friend Kyle Strohschein is the VP of Marketing at The Paperless Agent, a real estate marketing company.
But what keywords is the Paperless Agent ranking on?
They have a good deal of traffic coming in and are ranking in the first spot on their own name. But what about supporting keywords?
Keywords that they’d like to rank on include “realtor online marketing”, “marketing for realtors”, and etc.
What about backlinks?
Backlinks are where other websites link to your website. The difference here is that not all backlinks are created equal.
While some backlinks are super relevant, many are of low quality. Hence the “no follows”, which means that The Paperless Agent isn’t getting that SEO juice.
Acquiring high-quality backlinks is super important for ranking higher on the terms you want. My friend’s Nashville real estate site is a great example of this in action.
The site experienced a significant boost in its search engine rankings due to a strategic backlink from a high-authority website.
Specifically, the site received a backlink from the official website of the National Hockey League (NHL), which obviously carried a massive amount of SEO weight behind it.
This backlink was not just any ordinary link; it was a powerful endorsement from a well-known entity, which signaled to search engines that my friend’s real estate site was credible and trustworthy.
As a result, the site’s domain rating improved, and it began to rank higher for various keywords related to real estate in Nashville.
In other words – almost their entire business was being propped up by a single backlink of high domain authority.
The impact of this high-quality backlink increased visibility and traffic that my friend’s site received.
It became more prominent in search engine results pages (SERPs), attracting potential clients and boosting its online presence.
Securing backlinks from reputable sources can significantly enhance a website’s SEO performance and overall credibility in the digital landscape.
Kyle should conduct a backlink audit to identify and remove low-quality links.
He can then focus on acquiring backlinks from authoritative sources within his industry, such as reputable blogs, industry associations, and high-ranking websites.
Kyle should consider guest blogging on relevant sites or collaborating with industry influencers to gain valuable backlinks.
Kyle can improve his domain rating and enhance his site’s credibility in the eyes of search engines.
Maximizing Internal Link Equity
Effectively managed internal links can distribute authority across a site, thereby enhancing the ranking potential of individual pages.
This falls in line with our standard SEO practices Google wants to see.
Particularly E-E-A-T.
I recommended tools like Link Whisper to aid in strategic internal linking decisions.
Kyle can implement a strategic internal linking plan by identifying key pages that need a boost in authority.
He can then link to these pages from higher-authority pages within his site, using relevant anchor text to signal the importance of the linked pages to search engines.
Kyle can review his internal linking structure to ensure that it remains effective and aligned with his SEO goals.
Kyle can facilitate the flow of link equity throughout his site, improving the overall SEO performance.
Crafting a Robust Content Strategy
Content is the cornerstone of SEO. I advocated for a content strategy that focuses not just on quantity but also on quality and relevance.
I shared an example of a glossary page from my friend Dyrel Isaccs’ personal injury attorney’s website.
(Fun fact – their previous “SEO Agency” did an awful job. They were them $70,000/month before we came around).
The glossary page was filled with definitions and explanations of legal terms, which is valuable for educational purposes but not necessarily what potential clients are looking for when they need legal services.
People seeking a personal injury attorney are typically looking for information on how to handle their specific legal situation, what steps to take after an injury, or how to file a claim.
They are less interested in the academic definitions of legal terms.
While the glossary page attracted traffic, it was not the kind of traffic that would convert into clients.
The visitors were likely students, researchers, or individuals seeking general legal knowledge, rather than potential clients in need of legal representation.
The importance of creating content that not only ranks well, but also aligns with the search intent and needs of the target audience is paramount to attract those that can convert into customers or clients.
Content that aligns with the target audience’s interests and search intent is the most powerful.
Kyle should conduct keyword research to identify topics that resonate with his target audience.
He can then create comprehensive, engaging content that addresses their pain points and queries.
Kyle can update existing content to keep it relevant and valuable to his audience.
Kyle can build trust and authority, which are crucial for long-term SEO success by focusing on creating content that provides value and answers the questions of his audience.
The Power of Content Repurposing
I highlighted the efficiency of repurposing content across various platforms to maximize its reach and impact.
Tools like Descript and ChatGPT can be used to transform long-form video content into blog posts, social media snippets, and more.
By leveraging these tools, businesses can ensure their content resonates with different audiences across multiple channels.
Meaning that a single piece of long-form content can be broken up in minutes with minimal effort.
I gave the example of my friend Caleb GuillIems who runs Better Wealth, a financial planning company.
He uploaded this video to YouTube called “Can You Become Rich By Chasing Your Dreams”.
Over 50 minutes of content which can be broken down into short form videos and repurposed into articles (like the one you’re reading now).
In fact, Caleb has a content library full of videos like this that can be broken down into bite sized pieces. This means we can create what we call the “greatest hits” and continue to promote what’s working great instead of reinventing the wheel.
When we do this, we can then tag the content based off of who was with Caleb and get them to help share the content for us!
We outline how to do this in our Personal Branding Course.
Kyle can repurpose his existing content into different formats, such as turning blog posts into videos or infographics.
This approach allows him to reach a wider audience and cater to different content consumption preferences.
Kyle can use AI tools to streamline the repurposing process and ensure consistency in messaging.
By diversifying the formats of his content, Kyle can engage with his audience in various ways, increasing the chances of his content being shared and reaching a broader audience.
Leveraging Guest Speakers for Audience Expansion
Kyle should be leveraging guest speakers and their audiences to expand reach.
Kyle can collaborate with influencers and thought leaders in his industry by inviting them to contribute guest posts or participate in webinars.
This collaboration can provide us with access to the guest’s audience, increasing his visibility and credibility in the industry.
Kyle can offer to create valuable content for the guest’s platform, further strengthening the partnership.
By building relationships with influential figures in his industry, Kyle can tap into their networks and reach new potential customers.
What Kyle needs to grow is the same thing we recommend for local service businesses – satisfy Google’s E-E-A-T.
The rest just takes time and a bit of effort.
Knowing what to do is only half the battle.
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.