010 – Pete Everitt – SEO For Financial Services Part 1

010 - Pete Everitt - SEO For Financial Services Part 1
010 - Pete Everitt - SEO For Financial Services Part 1

SEO Guru Pete Everitt joined me for a super long chat about SEO, so long we had to split it into 2 episodes.

Pete is great at making this complicated subject more easy to digest. We talk through each module of his brand new SEO course and discuss everything you need to know if you want your website to rank on Google.


Hello, and thank you very much for joining me on the lead generation for financial services, a podcast. And this week we’re talking SEO. And we’ve got Pete Everitt, who has timely just released a new SEO course. So he teaches marketing consultants how to do this. But what Pete is great at is kind of explaining things, getting rid of the jargon and kind of making things really kind of easy to understand. So that’s why I got piece on we basically break down his core. So there’s five modules to his SEO course. And I thought it’d be good for us to break down and talk about each one now we ended up chatting for an hour and 20 minutes. So I’ve broken this down into two episodes, because that’s a long time you know, you can watch a film in that, you know, so it’s all really great stuff. I think you really do need to kind of

Even if you just get to grips and kind of understand the concepts here, be great. Even if you’re hiring in someone to do SEO for you, it should be easy to digest in the two episodes. And we’re going to start right away with part one where we talk pretty much about half of this course. And then we’ll wrap it up. And then there’ll be another episode that you can listen to for the for the second half, page. Pete Everitt, how are you? I’m very well thank you. I like to say it’s good to good to talk to you again. Always a pleasure. Never chill.

It says through gritted teeth.

Fantastic. So this is quite time isn’t it? Because we’re gonna be talking about SEO and you are basically launching or have large mid launch, pre launch launching one of pick your favorite your SEO course. And you’ve got like your Academy kind of setup now which is basically we’re gonna be talking through what you’re going to be teaching people but we want to obviously give people enough that they can take away and help rank their own sites, essentially. Yeah.

So I do two things, one of which is I run a digital agency. But the The second thing is I run the marketing development podcast and I’ve been doing that for about

just over a year there or there abouts and what’s come out of that is we’ve grown a group or Facebook group and what’s come out of that is a sort of a need in inverted commas for different types of marketing training. So what we’re doing is we’re launching the marketing development Academy which you can find on market marketing development dot Academy, funnily enough and at the moment where we’ve launched our presale of our first course so that’s that’s where we that’s where we’re up to and that is looking at different forms of white hat SEO fantastic and it’s great that people have been asking for it Robin you thinking all people might want to know this? You’ve actually created a community of people and they’re saying to you, we want to learn this and you’ve just

delivered something and that’s what we’re going to talk about today right we’re going to get a bit of a tease yeah basically basically yeah and you know just just before we move on to that I mean when if when you when you start on this journey I don’t quite know where you are at with it Alex at the moment with with your podcast and your group and stuff. But you know, when you start this this sort of thing and you people start saying oh you just talk to your audience and you’ve got like four people in a Facebook group and you say yeah but that that’s fine but I’m not really got an audience to talk to and sort of where does it begin Anthony as just the consistency the showing up at the beginning there’s a lot of it where you’re, you’re sort of having to do it for yourself if you know what I mean you’re you’re if you have that target audience profile in mind, and and you you simply talk to that profile, regardless of whether they talk back to you slowly but surely, people start picking it starts picking up traction, people start interacting back with you and then you know what you

Literally asked to your audience, hey, I’m thinking of running some courses, what would you like them to be about? What? What is the biggest thing I could help you with right now? And then all of a sudden, it becomes so much easier. I know. Absolutely. And then it doesn’t have to be people like us that do marketing that have those kind of groups. There’s all sorts of groups. And like, there could be so many financial service products or services where people want to learn the knowledge that you have, it doesn’t have to be about SEO, it could be about, you know, getting the best of it could be like, why I haven’t seen any accountants do anything like that, that kind of because if you’re giving that value, and you’re hearing from them every day, that when you get that need for an accountant, you’re going to want to use that person that you already know don’t say absolutely. Absolutely works on so many levels. Fantastic. Alright, cool. So how long have you been doing SEO stuff for and kind of what kind of watch like bullshit

biggest winner meet you must proudest moment in kind of SEO performance.

Oh, that’s a good one. So I, I started as a web developer in an agency and nearly 15 years ago, 14 and a bit years ago, and I’ve had a number of a number of agency jobs since then. And I’ve,

I’ve also run a freelance business for three or four years, I worked as a solo Freelancer and the I started really focusing on SEO and about six or seven years ago, when I left the freelance thing. I was headhunted for a job and became the director of digital marketing for an e commerce agency. So we run digital marketing retainers for purely for e commerce clients. And part of what we did there was the SEO the SEO side of things and being the head of department I sort of had to scale up quite quickly and in terms of the biggest win that I’ve had as

We’ve worked we’ve worked with people in lots of different sectors and and one of the things we always talk about with clients is what does your level of success mean to you you know what is it you’re trying to achieve for some people that’s purely profit or purely turnover in which case you know we could we could look at clients where we’ve taken them from five to six to seven figure turnover businesses if you wanted to and for other clients however you know we’re working we’re working with a lady at the moment who she operates and she operates a tour company private tours so around castles and and stately homes and that kind of thing and people from across the world can can contact her and say look I really want to know about the sites have Poldark and she will piece piece together a a tour based around them and go into the the accuracies of it and this that knew that but she’s not looking for global domination. What she’s looking forward

is to make sure she has $40 a month. And that that means she can have the lifestyle that she she likes and and and that kind of thing. So we’re working with her to achieve that goal. So in terms of what’s the biggest SEO thing as to say financially, we’ve taken people through the tears of

levels of turnover with ranked people on page one for competitive keywords, we’ve sold gold we’ve sold watches and I almost started selling yachts. But the guy decided that he didn’t want he didn’t want to go that way. Just right now. And so yeah, I don’t know if that answers your question. No, no, yeah, no know I think it’s great that you’re talking about we’re not we haven’t got an SEO person that just talks about ranking. And that’s like, oh, brilliant. You’re actually talking about the effect on the reason for doing it. So when you talk about making people money, because essentially that is why you want to rank not just for your ego, or just to say, Oh, look at me. I’m on position one. It’s about

Making money and I think I’m pretty sure our audience can be quite pleased that you’ve got that front and center of your mind. Yeah, no, absolutely. You know, I think, I think it’s just good, good business. When if you look at any of the stuff that I generate, if you look at my my website or our agency’s website, we talked about helping people achieve online and we had a we had a client come to us that they they made play equipment for

it was like heavy duty play equipment. So it was for people like county councils to put in parks and that kind of thing, really big play play schools and that kind of thing. And they based it all around the honeycomb so you could buy like individual kicks or you could buy the entire hive see what we did there the entire hive which was like six of these kids put together and that was however much money anyway, this guy is old timer that was coming to that was funding this thing.

On his his two sons were running the business and he sat down in a in a meeting room with me and spoke to me for about half an hour about how he’d spent 100 grand on these molds that had been shipped in from Taiwan and that they were now in the uk uk manufactured and they were manufacturing to order and he didn’t have to hold any stock and it’s not near and then he said so I want 10 orders a month I said okay so how how quickly can you manufacture these things if you get $10 a month what’s the delivery oh two weeks so you can’t you’re not going to be able to service 10 orders a month then because you’ve got one set of moles if each sets tied up for two weeks per order the most you can do is two to three sets per month that is it and we had this kind of awkward moment and his son finally twist and just said you’re gonna have to spend at least another hundred grand on another set of moles

but but it was just that was just the right business advice you know, we can drive your traffic we can get your sales but if you can’t deliver it at the other end you just going to end up

ruining your business so Lily would you know what one of the things I love about financial services and a lot of the it’s really scalable so a lot of our clients are they if they if we can prove to them we’re getting the leads in they can hire in a board or get someone in and they’ve just got to get them a laptop and a phone and then that’s the kind of the beauty of it so I think we’ll have a lot of people listening and be like no bring me bring me the order spring we have the we can scale that was gala so let’s go so how do you then I suppose your as an agency you’re not just offering SEO are you doing like paid ads and things like that Do you can you do flight forecast for your clients as possible to do that if you’ve not worked in that industry before and with with a tolerance yes yes it is. So if you start doing the paid stuff obviously it becomes far far easier which I know I know that’s what you do and what what you guys do for your clients which is which is great with the with the

Seo type with the SEO stuff we we work around and key keywords and positions and all the also

sort of the the organic metric that we that we want to consider. So if you’re a local company for example we’re looking at local SEO results rather national if you’re national, then that’s what we’re looking forward to your international and we need to figure out a strategy for that and we then monitor and track your search engine position, your traffic your the time on site or bounce rate, all that kind of stuff and your conversions over a period of time. And as much as we can we then track those things through so we we use things like Google Analytics and goals, event tracking, all that kind of stuff in order to give us the data that we can pass back to our clients to say you know, that bit of work that we did a month ago right well that’s now led to 10 leads for you this month. Yeah, and then next month, we can say it led to 10 leads last month you’ve had 15 off it this month, etc, etc. So that’s that’s basically the way

We try and do it. Awesome. Pretty OK, cool. So I felt like we should get into some nitty gritty and like kind of we’ve got your courses broken down into like five different modules in it in it in


my mom calls me and have me

I really hope you’ll go down to the car box to box all over. And

that was that was me when I was 17 by law. May I had a blue box of four. So we had a base box in the back and we used to, I’m remembering driving down to this nightclub we There’s a song called delirium. silence and when that came out, we just had that on repeat. And then we go clubbing. We used to go like every Thursday Friday Saturday night

in that blue bottle quarter so yes, I was that person I but I thought I’d grown up but obviously not



we digress will will will decide whether we keep going or not. I think we should. Okay, so we’ve got five there’s five modules, isn’t there? Pete there is Alex. Yes, absolutely.

So well, let’s have an overview of all five and then we’ll go into great detail one by one. Yeah. Okay. Absolutely. So I’m in quick overview, the the first module, why it’s called the foundation and that’s looking at all the technical stuff to do with ranking updates all the stuff that you need on the page that you need to consider in order to get that page to rank well I’m module two covers keyword carry, not keyword research. So what’s the process for that what the tools you need when you need to go do you need to use paid for tools, looking at the free ones, all that kind of stuff. And modules three and four then kind of work together so they’re both to do with generating the content. So you’ve you’ve now got a website where the technical stuffs been dealt with.

You’ve got the keywords, you know, the, you know, what you need to be writing about in order to attract your audience. So module three looks at actually writing a piece of content, how do you use your place keywords in it? What How does your website hierarchy hierarchy work and all that kind of thing. And then module for looks at I’ve now got this piece of content on my website, how do I make it work for me. And then the fifth module is I’ve called it maximizing exposure and it’s kind of all of the other stuff that you can do around it for to help help you drive traffic and the effects that that can have on organic SEO even if you’re, for example, using paid ads to a new piece of content, what’s the effect that that can have on your organic rankings? So in a nutshell, they’re the kind of five modules Okay, brilliant. We’ve got people that listen we’ve got a mix of kind of like self employed brightest who will have that and it got alone not like they’ll have someone that build a website for them and that they pretty much do all this stuff themselves. And we’ve also got marketing managers that will have

Some knowledge

that no, I guess a bit of the jargon and the will have access to a developer. Could anyone take this course? If that’s if we say the self employed person on their own that’s kind of knows a bit are we are we gonna be able to help them as well? Do you think? Yeah, absolutely. So that’s, that’s exactly the demographic that we we work with in our agency, we have a mix of people that people that have, you know, maybe two or three of them in an office, and one of them is simply responsible for the website. So they need a bit more hand holding versus, and marketing managers that, as you say, know, the jargon and they that that they’re actually just trying to prove a bit of extra work to their boss, really, that that’s ultimately what they’re trying to do. And we also work with marketing consultants as well who normally what you find with marketing consultants is that they have one spirit, one area of specialisms. So normally that’s copywriting, but it can be easily

can be to do with either graphic design or some of them are even or SEOs and it’s just they’re looking to scale up in other areas in order to help show value to their clients. Brilliant. Fantastic. All right. And let’s let’s dive in with the foundation and some of the techie stuff. OK, cool. So basically the the premise behind Module One is that if you don’t get the technical stuff right on your website first then you’re basically like trying to nail jelly to a wall if you if it’s the website

and typically

it if the website isn’t if you haven’t got the technical stuff, right, regardless of how hard you try with all of the other stuff it’s just it’s not going to work as well it’s like keeping the seatbelt on if that’s a better analogy Yeah. Now by technical I don’t necessarily mean lines of code I’m not teaching anybody to do any coding and and in in some areas if if you don’t have access to like a WordPress dashboard.

You may need to get some additional support with this. And but at least you’re then giving whoever’s going to do this, the tools and the information that they need in order to do the job properly. And a lot of it is to do with, you know, making sure there’s only one h1 tag on the page, which if you’ve got a WordPress dashboard to manage your website, that’s no problem, you can simply go into the editor and take out any any multiple h ones. Or if you’ve not got an h1, you can put one in so it’s not, you know, it’s no big deal and things like image alt tags and

stuff to do with the menu structure menus in your in your footer you at all that kind of stuff. So it’s it’s kind of taking an overall technical view of your website and just making sure that you are giving Google the elements of code that it needs in order to rank your website correctly.

What you find with some of those is and this is where we then move on to module two is that so for example, it You may

Get a warning on your website that says your header tag is too long on this page. Okay, that’s fine. You anybody can shorten the sentence. But actually, what is the content that you need to replace that with? And that’s when we move on to number two. So module one is about understanding what these things are. Some of them you’ll be able to fix straightaway, others of them you may just need to flag and wait until we’ve gone through maybe modules two and three before you can then revisit them and and actually fix them properly. Okay, so do you have like a, an audit process then to flag all these things up? That is a using some sort of tools or software to flag it all up or how you go about that? Yeah, absolutely. We have so in the course we recommend to one is a free one and one is a paid one and you can you can use either of them the and basically it gives both of them give your website a score out of 100% and you then it then gives you what what is it what essentially the software is doing is giving you the breakdown.

All feel website the way that a search engine would see it, and it’s giving you that data back. So the score is then broken down into errors, warnings and notices errors, if it was an mot certificate errors would be your mot failures. So the stuff you really need to fix before you can go any further. The warnings are, like, the advisories on an mot certificate. So stuff that isn’t isn’t it’s a bit detrimental to the performance of your website. But it’s not key to to make it to make it work. And then the notice is a kind of like the nice things the mechanic tells you whilst you’re paying the bill. Oh, you know, just just by the way, you break this tough baton to the 5000 miles in them or whatever. And so that’s that’s kind of how it’s broken down. And we break it by breaking it down into those things. We can then very quickly through the course and identify the stuff that you have to fix before you can move on all the stuff that you just need to keep an eye on and as we go through we then start mentioning right well if you

know if you’ve got any any areas to do with this. Now we’ve done the keyword research, go back to health check economic and fix these things and clean them up. So by the end of the fifth module, you should have a pretty good,

pretty well optimized website from a technical point of view. Brilliant and it sounds like you’re using sem rush. Is that the page one that you recommend? Or that’s that Exactly, yeah, that’s the one that we use. And then the free one is something called site check a pro Okay, I’ve not used site check a pro but we use sem rush here and definitely vouch for that, that and then so and it’s one of those things you want to keep coming back to your site health because when you’re adding content areas can come up so it’s not a case of just doing that one. So like scheduling something in your diary or if you’ve got someone to do it to check at least once a month that that that site health because you could do it all at the beginning. Get it all looking perfect, gets a 95% or 100% or whatever. And then after adding all this extra content, you’ve picked up some errors because you’ve made little mistakes.

Also things happened, would you? Would you agree? Yeah, absolutely. Absolutely. And that’s that’s. So through our agency, we we run digital marketing retainers for people. And as part of the SEO element of that, that’s exactly what we do. Part of their monthly report is here is your site health. And we,

we do sort of an initial review of your site health before we get going on anything. And just as we’re doing in the course. And then as you say, we keep an eye on it. And you know what, if it moves a percentage point or two, we probably won’t do a lot. If it starts moving five to 10% away from where it initially started, then we’ll start taking some action and you know, I can stop it. If it’s dropping more than that, then there’s probably something key that we need to be looking at. Absolutely. I think this is great for especially those soft spoken to so many people who have hired an SEO person have no idea what they’re doing and no idea what they’re paying for and then don’t see any results. So actually get doing this audit yourself even if you hire someone in finance.

Someone on up work or people are our or the Dave down the road that you do this audit so you understand what actual technical stuff needs to be done. And you You

see, it’s just like peace of mind, I think. So whether you outsource it or not, I’d still do this, this health check. And just being able to just being able to read the report and, and have an idea what most of the you don’t need to understand everything but we’ll just what most of the elements on there and mean with the Google algorithm sort of famously has 512 different aspects of your website that it looks at to rank every page so in a five week course i’m not going to teach you or 512 of them and even if I tried You certainly wouldn’t understand them all and but the thing is, if you can start to understand the themes then you know what you can understand 400 of them yeah you know absolutely and I think when you get those orders as well and

You see, like tons of errors as sometimes it can be the same error on a lot of different pages and the fix it once with WordPress because it might be part of the theme code, you fix it fix it for a while. So if you go and get a site health check them down it’s like 40% or 60% or so it’s like 500 errors. If you got 500 pages, it could just be one thing throughout fix it once,

boom, you’re done. So don’t be too scared. If it looks awful as well. I’d say no, absolutely. And, you know, what if, if you are employing an SEO agency or an SEO professional in order to look at this stuff I could never understand this year. You know, SEO is traditionally had a bad name because as you just said, you know, there’s there’s this element of, Oh, well, it’s sort of black magic. They go away. We don’t really know what they do. But as long as the traffic goes up, then happy days. Yeah,

actually, as an SEO if this is this is a really it’s a really quick win for me to get take on a new client.

Run one of these reports that might take me 15 to 20 minutes, break it down. So I understand what the themes are. Tell us back to the client, say, look, this is our benchmark. This is where we’re starting from. The first thing I’m going to do is address these issues. Now, I might need some more information from you on them. Or I might need to go to your web developer. But you know what, the first thing I’m going to do in the next two weeks is just going to blitz this, and then I send you another report Two weeks later, where I’ve taken your website from 53% to 93%. And all of a sudden, before you’ve paid my first bill, you’ve got something that you can trust me because it’s it’s there, it’s tangible, you can understand it, and I never quite understood why SEOs didn’t grasp that. So no, no, I mean, we do that in the winter. The proposal we normally do this, your current site,

current site health check and screenshot the current results and then just say that either you get a developer just to fix all these little bits, don’t worry that these it says so many areas, it’s actually there’s just this one so we kind of do that free and

The proposal and then again, like you say, after month one, if we’re doing if we’re taking them on and doing SEO for them, we can then say, look, here’s the again, here’s a screenshot. Yes. fairly simple. Yeah, I’m a bit kind of curious as to why everything’s hidden away. Maybe I don’t know

I better because it’s actually not rocket science. And I guess people are worried the if they show people that they’ll go and get themselves and they’re worried about losing the business maybe, but like you, I think, just transparent, be transparent with it. And show is easy to show the value on that side of things. Definitely. Oh, absolutely. And you know, what, if you want to go and sign up for an SEM rush account and spend the best part of 500 quid a month on a on an account which is akin to the one that we’ve got go for it but or you could you could come and work with somebody like you or me we’re paying for that and you know what, we can run that 500 Twitter account and 3030 clients Yeah, so or more so you know, if you want

Want to go and do it? Go do it. But it’s probably not a great spend of your marketing budget. Yeah, no, absolutely. That’s,

that’s what the value is as well. Yeah. And then having someone that knows what, what to do quickly, that’s the value in getting someone to do it as well. But again, you’ve got that option to do it yourself. And that’s what this this course is all about. Is it giving people the right or over them because people starting out we’ve got some brokers that just haven’t got, you know, 200 quid is a lot of money for someone who’s just been qualified in mortgage brokering, or whatever the every penny counts, or they do need to start and get to go to these things on the road. Yeah, absolutely. And you know what, if you’re in that position, the chances are, you’ve not got a massive website. So in which case, the free tools are absolutely fine. You might have to do excuse me, you might have to do a bit of jiggery poker with some of them. But the free tools are absolutely fine. And then as your business then starts to grow, and you start to get a you start to have a marketing budget and you can start

To think about things in a slightly bigger scale, as your business is growing, your website is growing. Therefore, the tools need to grow that that he used to go with it. And that’s in general layman’s terms of what’s the best way to approach it and then with the free version so I know sem rush will give you the error and I’ll explain what it is and kind of explain how to fix it. And then if you’re not quite sure you can google it anyway just the free version kind of so I’m just thinking someone with no cash does the free one gets all these results. But will they be able to kind of understand coming Google because some of the people might their eyes glazed over earlier when we were talking about h1 tags

for someone that doesn’t know nothing can I sort of working on myself so the reason I recommend site check a pro over there are other free tools. If you speak to a lot of our American counterparts. They’ll talk about gt metrics which is another another free tool and the reason I recommend site check a pro is that when you see their results

Page next to every line, there is little question mark that you can click on. And then it tells you exactly what that means. So in so that that actually is that that’s the sole thing that swung it for me and why I’ve included that one in the course and not not some of the others. Brilliant. Fantastic. Okay, excellent. So let’s move on then. So we can switch sorted out. It’s looking good. We’re in a position now to start thinking about keywords, right? Yeah, absolutely. So module two is all about understanding keyword research. Now, we we do use sem rush to do a lot of our keyword research. But there are other places that you can go to do keyword research as well, places like

Google AdWords, if you don’t want to run out words, that’s not a problem that you can go and sign up for a free account and it will give you the keyword data coming back and we also look at the difference between long tail and short tail keywords and so we give you some tools to research some longer tail keywords as well so long. longtail keywords are basically a key word isn’t necessarily

A single word, it can be a string of words put together. short tail is kind of anything up to four words, long tail is anything from five words or longer. And, and Jeanette generally what you find is that short tail keywords have slightly higher traffic but then more competitive to rank for whereas longer tail keywords have slightly less traffic but they’re a bit easier to rank for. Yeah, that’s really the process we take you through in Module Two is firstly understanding how you find the keywords that your audience is using. So, you know, in your scenario if you know your your clients, I’ll be selling financial services products. So I don’t know whether they’re looking at mortgages or loans or whatever it might be. And but the reality of it is, if you may call it alone, I may call it alone. But if the person that’s actually going to pay the bill calls it a panda you need to rank for panda. Yeah, I know I know.

It’s a ridiculous example but I’m just trying to illustrate the point


When it comes to flying the office, right, and

they are our business center is under refurbishments, and I just started on the office, Jace

Oh well, we recorded the podcast was with the god the other week, dogs in the background, and that’s had the most downloads of all. So maybe it’s a it’s a thing. We have like weird noises in the background, we get more,

there’s a guy with a drill just to start with that.

So and the second thing, the next thing we tried to do with the keywords or the second half of the keyword and model module is to then

a second factor, you have to understand what keywords is that they are related. So www stands for worldwide web and keywords work in that web way. And actually it just as just as you have links that link the pages of your website together you have the key words are all interlinked as well.

So the process of looking at keyword relations is to say, you know, okay, I really want to rank for the term mortgage lender. Now I’ve not done any keyword research, but I can be 99% sure that’s going to be one hell of a competitive keyword and underneath mortgage lender, however, there will be hundreds of related keywords. So it’s then about looking through those to find maybe the five or six that are most relevant to you and your audience. Yeah, and what that allows you to do is basically create two lists List of primary keywords, which are the normally shorter tail keywords that are more competitive, so things like mortgage lender, but then off mortgage lender, you’ll have a list of secondary keywords which will have somewhere between, I don’t know, five and eight different related keywords that are easier to rank for. But actually, by helping a ranking for the secondary keywords, you are, in turn aiding the ranking of that primary keyword over a period of time. So we’re trying to put that key

Web strategy in place in Module Two. Absolutely. We’ve actually done a video on this for if there’s any mortgage brokers listen we’ve got video so we call them hubs like content hubs and our sort of main keyword is the, the kind of the top of the hub and then underneath it, so like remortgage would be a hub and then it’d be like three mortgage for DEF CON would be underneath x, it’s got less remortgage but Home Improvements is underneath that. So we kind of do a very similar thing do you call them hubs is I don’t know if that’s just something we call them or if that’s an industry

that’s just the Peterborough thing that is a piece of birthday okay

no we don’t call them homes but yeah the the analogy of God’s perfect yeah and then I was going to do a visual thing but when help him for the podcast, but yeah, I will put a link into the video where Tom actually creates a hub for like mortgages and that will help explain that. So how do you go about so the way we go for that kind of top

keyword is we look at the Keyword Difficulty in sem rush if there’s something with difficulty of 75 or less, but high value that’s like our, our main focus page, and then are the related ones come after that. And we link out on that main focus patient, the other ones and they link back into that main kind of hub. It is something similar or different, almost exactly the same. So just to clarify the value that you’re talking about, is the the the pay per click value for for that keyword. Is that what that meant need? I was talking about the Keyword Difficulty. So sem rush gives you that score.

Yeah, so

I don’t look at the cost per click of stuff set. I look at that it’s gotten don’t really when we’re doing an essay plan, we kind of ignore that kind of

what we did for them. So we include that as one of the metrics right? For example, if

You if you’re looking at your primary keyword and the way the way we like to approach it is that your primary your your list of primary keywords or your content hubs that you’re talking about should be ever so slightly out of reach. Okay.

And and you’re the secondaries that come off that the next level of your hometown or two levels down and should be within within grasp you’re going to need to do some work but they should be.

So what we am we look at both the Keyword Difficulty and the cost per click because if you look at and we also look at a volume average monthly search volume. Yeah, so for example, if you’ve got a keyword that is, I don’t know 70% difficult it’s only got 200 searches a month but people are talking 20 quid per click at it. You you get a flavor that that is a key word that’s going to come from

right yes. So now we which we’re trying to predict just that next step where is if you’ve got a keyword that’s got 1500 searches a month and nobody’s paying anything on it when you can drive some traffic but actually you’re probably not going to get too many inquiries so if you’re trying to balance out that like forecast an element of that conversion rate and we use the pay per click metric to help us with that that’s not to say we recommend to our clients that they run ads for those keywords some do some don’t we use that on a case by case basis but just by including that pay per click metric in our thinking we can start it does help us with our forecasting excellent and just to explain that to people is because Google Ads is an option so if if the cost per click is high is because people are bidding high and they’re bidding high because they’re making money off it essentially so life insurance is incredibly lucrative as it as you all know people are happy to spend 30 quid plus a click on that because if they get a

four clicks I get a lead that’s you know, hundred hundred 20 quid pounds per lead. And then they convert one in four because I don’t know I’m just making these numbers up some add 500 pound cost to acquire a customer but they’re making two grand and commission that’s profitable. So what happens is spend that money and then the higher the cost per click yeah definitely people are not spending that money unless they’re making making money. Yeah so I you know I’ve never really thought of it in that way. I guess always because I know that I I kind of must think about it. But I’ve never talked to a client in that way. So that’s really interesting and a really good way to explain it. We do find in financial services a lot that there are keywords where the difficulty is really low, but the cost per clicks are really high. Because there’s a lot of assumption you speak to a lot of people now, probably in all industries that you can’t do SEO on these things that people are spending a lot of money on it so competitive, but things like off the top of my head, I know invoice factoring invoice finance, there’s a massive opportunity there because

The difficulty is really low, but people are spending 25. Click Click on it, because they’re, they’re making money off it. Yeah. Interesting. Yeah. So it’s really, really worth doing. We’re, we’re kind of waiting for a invoice factoring invoice finance clients and knock on the door. And so we want SEO

because it’s such an opportunity. The other thing you’ve got to remember, when you’re looking at the cost per click that you see, either through Google AdWords or through sem rush or another tool that’s giving you a trust, or that gives you the same data and that is the cost to appear on the first page. That isn’t the cost that the person in position one is paying. Yeah, because they’re not going to give you that information. How they make money is by people bidding against each other. So they’re giving you the minimum to appear on page one. And then for most keywords, you can add, I don’t know, 15 or 20% and that will get you up to somewhere around about page one. But you know, as you as you’ve just mentioned, there are key words that break that rule and you may have to go

Even more. Yeah, in order to actually hit position one. So yeah, the word of warning is the costs you’re seeing are just to be on page one. Yeah, absolutely. Yeah.

No, absolutely right. And a lot of people do get confused with that. They, they, they see that and they bid that as a max bid. And they cannot, not really getting any traffic because they’re like,

you know, right. The bottom very good point to make. But yeah, in terms of when we’re looking at other value of that keyword in terms of SEO as a really great point, and really great way of kind of explaining the value of it. Because just simply if people are spending that sort of money on it is definitely well worth getting some free organic traffic on that same keyword as well. Yeah, absolutely, absolutely.

Oh, I had anything else we should be looking out for them. And we sort of picking out our key words for our products and services. And really,

really you need to if you’ve understood who your target customer is, it should be relatively easy to to then understand particularly get to relations about any of the nuances

Is that going to apply to your niche or particularly nuances that may be won’t apply to your nation actually, by including slightly longer. Kelsey, what longer tail keyword with a particular physical word in it, you’re changing the meaning, and therefore, you’re sort of slightly going off back a little bit. Yeah. So it’s more about putting the sort of framework in place so that you’re, you’re focusing on what exactly it is you’re doing, or you’re looking to achieve and broadening that enough so that you’ve got enough to work with, but keeping it within the constraints of what your audience is trying to do. Brilliant. I’ve just had an idea coming back to something you said earlier about those things that people look for might not necessarily be what you call them. There’s kind of a few quirks and things like car finance, where we want to rank for guaranteed car finance because people search for it, but there’s no such thing as no one can guarantee car bonus is not a normal thing, but thousands of people search every month. So I guess

This is going to come back to your content bit later on. But it’s then you get them on that. And then you need to educate them that Yeah, there’s no such thing as guarantee for co founders, but blah blah blah blah, blah. Yeah, yeah,

exactly. Cool. So I thought I’d mentioned that one because a lot of our lot of our clients thing oh they were not we don’t write for that so it doesn’t exist but there’s there’s still customers within their think Yeah, absolutely. You know, we’re working with a telecoms company at the moment my my wife is a copywriter for us and she’s literally sitting five feet away writing content for telecom provider and he am that company if you can sell a lease line into a into a business he can then sell 15 or 20 or the services wants she’s got that leased line in and you know, where we’ve done the keyword research for him and he said, Look, I don’t care whether you put a positive spin on it a negative spin on it a twist comparing it to another product, a top 10 whatever it might be.

We’ve gone with it so the keyword research we’ve done for him that has been right so what are your key services? But also what are the questions that people are asking? So we leased lines it was all to do with advantages and disadvantages and guess what we then wrote him a blog post about the advantages advantages and disadvantages of leased lines he’s now on page one for it and it’s driving more more inquiries to his to his sales team than any of the page on his website and we’re just going through each one of his services and finding not only the key word but the language that’s used surrounding that keyword to answer the questions for the audience that that’s all we’re doing awesome and then another note as well just using other services we had Jody on the other week she was basically getting people into life insurance by advertising on wheels first there may be a because with a lot of these financial services it’s similar to your telecoms guy there’s that fell on one thing and then you sell the others like with more you have to sort the mortgage out to the life insurance critical illness things I


so an interesting one that company I spoke to we didn’t work with them in the end but they have a company that sells

also Frankie machines yeah you know where you get your post done but also because they know people need to get finance for those so they their main businesses is commercial finance but they’ve also got this Frankie Machine Company because they sell it off to them so they got one company that sells stuff to get them leads for their main one house is brilliant

there’s lots of other things and you can do that keyword research in sem rush or Google or whatever to find things that similar company yeah absolutely absolutely no there’s no reason why you don’t have to create another business you could create another website or another brand that deals with that one thing that lead feeds them into other okay there we go that was the end of part one we will be coming back to Pete in the next episode so we can finish that off and give you a sort of complete

Journey of everything you need to know about kind of SEO for your website. So thank you so much for listening. It’d be really great if you could rate and review the podcast, essentially. Because then we can get more listeners. That means we can attract bigger names. Not that Pete it’s not a great name in the industry, but there are some kind of heavy hitters that we can get on bring a lot more value if we’ve got more listeners essentially. So help me help you if you can. And I will see you next time for the next part of Pete Everitt’s podcast episode.

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