Transcript
WEBVTT 1 00:00:05.679 --> 00:00:09.070 Welcome back to be tob growth. I'm Logan lyles with sweet fish media. 2 00:00:09.269 --> 00:00:13.429 I'm joined today by Dmitri Drag Elev. He is the founder of just reach 3 00:00:13.509 --> 00:00:17.350 out, DOT ioh. His previous company, polar, went from zero to 4 00:00:17.550 --> 00:00:22.019 forty million page views and ended up being acquired by Google. He is very 5 00:00:22.100 --> 00:00:27.859 passionate about PR SEO and has some results to share with us today, and 6 00:00:27.980 --> 00:00:32.460 he's going to unpack some of the tactics that have been very instrumental in his 7 00:00:32.579 --> 00:00:35.020 success. Dmitri, welcome to the show. How's it going today? Sir, 8 00:00:35.460 --> 00:00:38.890 thanks, thanks, good to be here. It's going amazing. It's 9 00:00:38.929 --> 00:00:43.969 a great day outside, so doing well today. Man. Shout out to 10 00:00:44.130 --> 00:00:48.689 Guetano, who has been a regular repeat guest on the show, who connected 11 00:00:48.729 --> 00:00:53.119 US recently. Dmitri, for folks who aren't as familiar with you as myself 12 00:00:53.240 --> 00:00:56.000 and gee, tell us a little bit about your background and what you and 13 00:00:56.039 --> 00:01:00.039 your team are up to these days. Man, I am a founder of 14 00:01:00.119 --> 00:01:06.629 just reach out. We help businesses pitch journalists without the our firms and get 15 00:01:06.750 --> 00:01:11.390 featured in press every single week, and so we've helped over fivezero businesses in 16 00:01:11.469 --> 00:01:17.750 the last six years. They all use our platform and then outside of that 17 00:01:18.510 --> 00:01:22.140 I do ask Thee O consulting a little bit. Mainly just run around with 18 00:01:22.260 --> 00:01:26.939 my two kids and enjoy the outdoors. I write for a lot of different 19 00:01:26.980 --> 00:01:30.700 publications, as you can imagine, all the major ones like fords and entrepreneur, 20 00:01:32.060 --> 00:01:34.810 but go the list goes beyond the last ten years. One thousand fourteen 21 00:01:34.810 --> 00:01:38.450 hundred articles or so. I probably wow, man, wow, that is 22 00:01:38.530 --> 00:01:42.209 so cool. Obviously you're drinking your own champagne there, and that's what we're 23 00:01:42.209 --> 00:01:46.329 going to be talking about. Is You know, we talked about your previous 24 00:01:46.370 --> 00:01:49.879 company, polar was on a tremendous ride and ended up being acquired by Google. 25 00:01:51.120 --> 00:01:56.920 I know that you've driven some great success for further stass companies using your 26 00:01:57.000 --> 00:02:01.310 platform. Before we get into some of the how of leveraging Seo and PR 27 00:02:01.510 --> 00:02:07.349 and and doing it yourself, tell us why you're so passionate about companies leveraging, 28 00:02:07.710 --> 00:02:12.189 whether it's your platform or not, but leveraging some of these tactics to 29 00:02:12.349 --> 00:02:16.060 do pr themselves so that they can drive results more quickly. Yeah, I 30 00:02:16.219 --> 00:02:23.020 think every business out there deserves to be seeing if they are doing better for 31 00:02:23.099 --> 00:02:29.139 their customer. So if the customer is better off with that business in their 32 00:02:29.259 --> 00:02:34.849 back pocket, then that business deserves to be seen. Unfortunately, the way 33 00:02:35.849 --> 00:02:42.169 get seen works is that usually, if you're listening to the show right now, 34 00:02:42.569 --> 00:02:46.840 you're thinking about hiring a person who's going to be your publicist. They 35 00:02:46.879 --> 00:02:52.000 can be a marketing agency that's just gets stuff done, they can be some 36 00:02:52.159 --> 00:02:55.080 type of agency that pitches you. That could be some kind of other person 37 00:02:55.240 --> 00:03:00.870 that you hire, anybody, but it's usually the wrong move. The way 38 00:03:00.949 --> 00:03:05.710 you want to do this is you want to prove the process yourself and then 39 00:03:05.830 --> 00:03:08.949 hire somebody else to execute and scale it. In other words, you, 40 00:03:09.150 --> 00:03:14.300 as the founder, or you is the CMO right now listening to this, 41 00:03:14.780 --> 00:03:21.020 needs to go out and pitch press and journalists on something and get a hook 42 00:03:21.219 --> 00:03:25.539 that gets opens and then you can go and scale it. And I know 43 00:03:25.699 --> 00:03:29.569 that you're listening to this. You're saying, I have no skills in doing 44 00:03:29.689 --> 00:03:34.490 this, I don't know how I can be creating these stories and emails. 45 00:03:34.610 --> 00:03:37.129 I can't do this. And the truth of matter is, if you are 46 00:03:37.129 --> 00:03:42.159 a sea level executive or you're a founder or you're a Cmo, you actually 47 00:03:42.360 --> 00:03:46.360 better at this then any PR firm. You're going to hire. You know 48 00:03:46.520 --> 00:03:50.800 why? Because you know your story better than anyone else. If you work 49 00:03:50.919 --> 00:03:53.879 for with a PR firm for the next three months and you pay ten grand 50 00:03:54.000 --> 00:04:00.069 a month, they will know less about the problem you're trying to solve then 51 00:04:00.270 --> 00:04:02.949 you will. If you work with them for a year, they'll probably know 52 00:04:03.110 --> 00:04:06.789 less than what it would you know. You know about the problem and you 53 00:04:08.349 --> 00:04:12.900 deserve you you deserve the press. You need right and you're the one that 54 00:04:13.020 --> 00:04:15.300 knows the problem more, and so you were the best one to come up 55 00:04:15.379 --> 00:04:19.660 with ideas. Now you might need facilitators to help you come up with those 56 00:04:19.699 --> 00:04:26.769 ideas, but you're the one that needs to prove that what's that pitch, 57 00:04:26.930 --> 00:04:30.970 that idea is working, and then you can hire the people to create more 58 00:04:30.970 --> 00:04:33.490 and more ideas. And I know there's tons of publicis out there and PR 59 00:04:33.569 --> 00:04:39.759 people, communications people that probably, you know, couldn'tradict what I'm saying. 60 00:04:39.839 --> 00:04:42.920 They won't be happy with this, I'd say, the majority of them. 61 00:04:43.000 --> 00:04:46.519 Well, and that's why we never, we don't have a good relationship with 62 00:04:46.759 --> 00:04:49.720 most like straight up, there people we used to say forget PR firms and 63 00:04:49.800 --> 00:04:54.790 in professionals. BP are yourself on our site just because I saw how mess 64 00:04:54.829 --> 00:04:58.069 stuff that whole industry is. And you know, all I have success. 65 00:04:58.149 --> 00:05:02.069 I've gotten that acquisition. One thousand four hundred articles, starting as business, 66 00:05:02.110 --> 00:05:08.860 growing you to five thousand customers. It's all through DIYPR like and SCEO. 67 00:05:09.779 --> 00:05:13.939 So I've seen at work for myself. I've seen it work for thousands of 68 00:05:14.060 --> 00:05:16.899 my customers, where the founder takes the steering. We owns like, all 69 00:05:16.939 --> 00:05:20.019 right, we'll send out some pitches. They're going to suck, but I'm 70 00:05:20.019 --> 00:05:25.370 going to learn what works with doesn't like that. They're gonna suck, but 71 00:05:25.410 --> 00:05:29.089 I'm gonna learn that. That is such a quotable little thing there to meet. 72 00:05:29.370 --> 00:05:30.610 I love it. You know. You know what you're saying here. 73 00:05:30.689 --> 00:05:35.439 If we kind of take your methodology and your reasoning and apply it to ourselves 74 00:05:35.480 --> 00:05:41.160 here at sweetfish, we have seen something similar when not necessarily in PR but 75 00:05:41.279 --> 00:05:45.000 in sales development. So you know, we found that working with an outside 76 00:05:45.040 --> 00:05:48.519 sales development firm, it wasn't necessarily, you know, the results that we 77 00:05:48.600 --> 00:05:54.550 were expecting, but when we took the time to write the copy and develop 78 00:05:54.670 --> 00:05:59.910 the messaging and then use them for the scale, combining our our knowledge of 79 00:05:59.990 --> 00:06:02.350 our customers the messaging. We wanted to use that sort of stuff. We 80 00:06:02.470 --> 00:06:08.300 did see that that Combo work really well, and so I see what you're 81 00:06:08.339 --> 00:06:12.500 saying there, because I've seen kind of a similar example in a different space, 82 00:06:12.819 --> 00:06:15.540 very much like selling. Pitching journalist is almost exactly like trying to sell 83 00:06:15.620 --> 00:06:19.290 your stuff. Yeah, to sell as human, as the book says. 84 00:06:19.329 --> 00:06:23.689 Right. So, Dmitri, let's get into some of the how for listeners 85 00:06:23.730 --> 00:06:26.370 out there that say, you know what, this is worth a shot at 86 00:06:26.410 --> 00:06:29.490 least. I don't know if I'm convinced yet, but I'm going to try 87 00:06:29.529 --> 00:06:31.449 something and I'm okay if I suck, because I'm going to learn. Going 88 00:06:31.529 --> 00:06:35.439 back to your quote, so let's talk about picking topics. You have some 89 00:06:35.600 --> 00:06:40.279 very specific strategies to kind of end around. All right, where do I 90 00:06:40.439 --> 00:06:44.720 start picking topics to create content on? And obviously you've found a way to 91 00:06:44.759 --> 00:06:46.990 scale on this. Thos, fourteen hundred articles are so in recent history. 92 00:06:47.269 --> 00:06:50.829 Tell us a little bit about where you begin there and what other founders and 93 00:06:50.910 --> 00:06:55.430 marketing professionals can learn from that. So, watching this, I won't bore 94 00:06:55.509 --> 00:06:58.870 you like I don't have like to a visual to show you, right, 95 00:06:59.509 --> 00:07:01.420 but as to you, probably a majority of you guys probably won't be watching 96 00:07:01.500 --> 00:07:06.540 this. You be listening to this right. So the very first thing to 97 00:07:06.579 --> 00:07:12.819 think about is, one has that journalist written in my space, and that's 98 00:07:12.899 --> 00:07:15.569 kind of like the my playbook for polar, which was acquired by Google. 99 00:07:15.649 --> 00:07:18.569 We've done this over and over and over for two years. That was like 100 00:07:18.689 --> 00:07:25.170 what I live for two years. Literally I'm in wealth management space. So 101 00:07:25.410 --> 00:07:30.160 I'm in sales development space. Like, what are people covering right now? 102 00:07:30.560 --> 00:07:32.600 What's on the first page of Google? What's the first page of Google News 103 00:07:32.879 --> 00:07:38.240 for Sales Development? One? Are The topics that I know a lot about, 104 00:07:38.439 --> 00:07:43.439 right and so with when the wealth management space, maybe it's Bitcoin that 105 00:07:43.639 --> 00:07:46.470 is somewhat, you know, making a splash, but people are kind of 106 00:07:46.550 --> 00:07:50.069 trashing it. Or maybe in in sales development it's, you know, texting 107 00:07:50.189 --> 00:07:56.269 your customers and trying to text people to get them to respond faster. You 108 00:07:56.389 --> 00:08:01.139 need to find some kind of unique twist to a conversation that is hot right 109 00:08:01.180 --> 00:08:05.740 now, and not only you will know this. Right at PR firm is 110 00:08:05.819 --> 00:08:09.019 going to come in and he say, well, this company is so great 111 00:08:09.220 --> 00:08:13.529 because it has x, Y and Z, and we're going to pitch him 112 00:08:13.569 --> 00:08:16.930 and I'm going to try and get somebody else to cover them because they covered 113 00:08:16.970 --> 00:08:20.610 in one of my other clients. That is usually the wrong thing to do. 114 00:08:20.970 --> 00:08:22.689 The right thing to do is you, as a founder, putting a 115 00:08:22.810 --> 00:08:26.240 completely unique twist on what is happening. So, if you're in a wealth 116 00:08:26.319 --> 00:08:31.920 management straight up, what do you think on Bitcoin? Investing in Bitcoin, 117 00:08:31.080 --> 00:08:35.679 saving with Bitcoin right now with a such volatile market? You know, that 118 00:08:35.720 --> 00:08:41.120 could be one idea that you know white rising your head if you're at all 119 00:08:41.399 --> 00:08:45.350 interested in that. You know, if your sales development, you using texting, 120 00:08:45.429 --> 00:08:48.870 I using chat. How is that converting compared to email and phone calls? 121 00:08:50.230 --> 00:08:54.149 Do you have any data around that? So these are ideas that shoot 122 00:08:54.789 --> 00:09:00.940 you know, you should start brainstorming basically as you are looking at headlines and 123 00:09:01.100 --> 00:09:05.019 then the idea there. The next part is really imagine you are at a 124 00:09:05.139 --> 00:09:09.690 conference with that person who wrote an article on that topic. How do you 125 00:09:09.730 --> 00:09:13.809 start a conversation? How would you say it out loud and write your email 126 00:09:13.850 --> 00:09:18.649 pitch to them as if you're talking to them out loud? Actually read that 127 00:09:18.889 --> 00:09:24.440 thing to yourself as if you're saying it to them, reverset it and if 128 00:09:24.519 --> 00:09:28.559 anything sounds off screw it, just like Yep, man, I love that 129 00:09:28.759 --> 00:09:31.600 so much. James and I talked about that here. It's we fish all 130 00:09:31.639 --> 00:09:35.080 the time. You know. will read email copy and just say that does 131 00:09:35.159 --> 00:09:39.309 not sound like something you would say to a friend at a coffee shop. 132 00:09:39.389 --> 00:09:41.309 Right, you've got to what you said. They're is so key. You've 133 00:09:41.309 --> 00:09:45.269 got to write the copy and then you've got to read it out loud. 134 00:09:45.309 --> 00:09:48.269 It may feel awkward it at first, but hey, we're all under quarantine. 135 00:09:48.309 --> 00:09:50.909 You're in your Home Office by yourself, nobody but the dog is listening, 136 00:09:50.950 --> 00:09:56.179 probably so so push through right, because I found so many times a 137 00:09:56.460 --> 00:10:01.379 quick little hack that's worked for me is I will open up a Google dog 138 00:10:01.500 --> 00:10:05.580 before I ever open up that compose for for the email, and I'll go 139 00:10:05.700 --> 00:10:09.850 to tools and I'll hit voice typing and I will just start to just start 140 00:10:09.929 --> 00:10:11.610 to talk, and that will help me get some words out. Now, 141 00:10:11.850 --> 00:10:15.210 you know I'll have to clean it up for grammar and that sort of stuff, 142 00:10:15.210 --> 00:10:18.289 but something happens right when our fingers hit the keyboard where we start typing 143 00:10:18.450 --> 00:10:22.919 like we would never talk. So if you start with actually typing with your 144 00:10:22.960 --> 00:10:26.679 voice, then you avoid some of that friction and I just see so many 145 00:10:26.720 --> 00:10:30.399 pr emails that are so long and you would never, you know, go 146 00:10:30.679 --> 00:10:35.240 on for five paragraphs when you start a conversation with someone you know. And 147 00:10:35.399 --> 00:10:37.070 I'm at a car that's bad. And this is a little bit of a 148 00:10:37.230 --> 00:10:41.710 tange and as all of our like anxiety and kind of like fears that are 149 00:10:41.990 --> 00:10:46.669 in the back of our minds, be it about like money or whatever is 150 00:10:46.750 --> 00:10:50.220 going on now. We're doing outreach, whatever it is. If, at 151 00:10:50.259 --> 00:10:54.139 the end of the day, you take like three minutes to literally right it 152 00:10:54.259 --> 00:11:00.100 out and say it out loud, it just loses power. Usually whatever that 153 00:11:00.340 --> 00:11:03.139 fear is. It's like a big thing that I've learned over the last two 154 00:11:03.179 --> 00:11:07.129 years. It's for something that happens when you say the stuff out loud. 155 00:11:07.649 --> 00:11:11.769 It just loses its power in terms of fear you know that you have, 156 00:11:13.330 --> 00:11:16.450 but then it's in powers you to create an amazing copy for email pitches. 157 00:11:16.570 --> 00:11:20.720 Yeah, man, I love that. I also love what you're saying about, 158 00:11:20.960 --> 00:11:24.200 you know, going to the source, Google those phrases and look at 159 00:11:24.279 --> 00:11:28.000 what look at what the first page of Google is is showing you, because 160 00:11:28.480 --> 00:11:33.149 every update to Google's algorithm, it's less and less about getting around the system 161 00:11:33.190 --> 00:11:37.389 and gaming the algorithm, and it is Google's getting better at connecting searchers with 162 00:11:39.190 --> 00:11:43.789 what is delivering their search intent and so we're big believers that, you know, 163 00:11:43.909 --> 00:11:48.100 you can use Google autosuggest and the first page of Google and look at 164 00:11:48.139 --> 00:11:52.259 those results to kind of reverse engineer the pitches you should be making in the 165 00:11:52.299 --> 00:11:56.460 content you should be creating. So tell us a little bit about this idea 166 00:11:56.700 --> 00:12:00.419 of, you know, starting your outreach for links even before you finish the 167 00:12:00.460 --> 00:12:03.690 article. To me it kind of like, again, another analogy of but 168 00:12:03.929 --> 00:12:07.330 writing your headline before you start writing the article, you know, and kind 169 00:12:07.330 --> 00:12:11.769 of flipping things. Tell us a little bit about now you go for, 170 00:12:11.129 --> 00:12:16.720 you know, this outreach for links in tandem with writing the content. Yeah, 171 00:12:16.039 --> 00:12:20.000 so the goal of really business listening to this, is to get publicity 172 00:12:20.039 --> 00:12:24.720 and exposure, right, the holy grail. The way you do that is 173 00:12:24.840 --> 00:12:28.200 content, and the way you're going to kind of do this at scale if 174 00:12:28.360 --> 00:12:33.269 you have one piece of content on your blog that ranks really high for your 175 00:12:33.309 --> 00:12:37.230 Keach term. In the matter of pipe drive, for example, most people 176 00:12:37.230 --> 00:12:41.269 listening to this null pipe drive. They've been the customer of ours, have 177 00:12:41.389 --> 00:12:46.019 been the consulting client of mine for years, years and years. One of 178 00:12:46.059 --> 00:12:50.860 the first projects me and Gaytan of actually worked on was this project to rank 179 00:12:50.899 --> 00:12:54.740 them number one for the term sales and management. There's a blog post on 180 00:12:54.779 --> 00:13:00.690 their side that's still out ranks wikipedia for the term sales management. The sales 181 00:13:00.769 --> 00:13:07.250 management gets Seventyzero, eightyzero searches per month and we outrank wikipedia for it. 182 00:13:07.690 --> 00:13:11.450 Now to do that, any business, if they want to start with something, 183 00:13:11.929 --> 00:13:15.000 they would write a piece of content and when as they're writing that piece 184 00:13:15.080 --> 00:13:18.679 of content, they need to start thinking about getting links to that piece of 185 00:13:18.759 --> 00:13:24.120 content, and the way to do that is to figure out what kind of 186 00:13:24.200 --> 00:13:28.990 examples, what kind of templates, what kind of reef courses will you have 187 00:13:28.509 --> 00:13:33.350 in that article to make sure that you get links to those resources. So 188 00:13:35.029 --> 00:13:39.909 in that specific case, sales management in no guide to say sales management. 189 00:13:39.950 --> 00:13:48.100 We added specific examples of like typical job descriptions for sales manager, typical salaries 190 00:13:48.220 --> 00:13:52.899 for a sales manager, data on sort of how long a typical sales manager 191 00:13:54.019 --> 00:14:01.970 stays with a company and sales management techniques section. So these are things that 192 00:14:01.250 --> 00:14:05.809 are people can link to and you can link to in the future. So 193 00:14:05.929 --> 00:14:11.080 a says you're writing that article, you can go and outreach the cresh desk, 194 00:14:11.519 --> 00:14:18.960 or maybe you go to Linkedin blog or maybe sales folk and say hey, 195 00:14:18.960 --> 00:14:22.759 I'd love to write an article for you about sales management techniques. Were 196 00:14:22.879 --> 00:14:26.350 putting together a definitive guide on our side. It's not ready yet, but 197 00:14:26.429 --> 00:14:30.590 I have some content and interesting research that I'd like the right for you. 198 00:14:31.190 --> 00:14:35.710 You're lining those up because when you're ready with your main article on your pipe 199 00:14:35.710 --> 00:14:39.500 drives blog, you need to have four or five of them lined up so 200 00:14:39.659 --> 00:14:43.100 then you turn around and you write those guest posts for all these other publications 201 00:14:43.340 --> 00:14:50.419 or these blogs on sales folk and similar ones, right so that then those 202 00:14:50.539 --> 00:14:54.570 links are almost instantly there after you finish your main piece on your own blog. 203 00:14:56.610 --> 00:15:01.730 And to do that really to help yourself link back to your own site 204 00:15:01.129 --> 00:15:07.440 and help others do the same, you need kind of like the holy grails 205 00:15:07.639 --> 00:15:11.519 in that blog post on something you know. It could be the breakdown between, 206 00:15:11.600 --> 00:15:18.159 you know, sales manager, mayor's force ASS companies versus a different industry 207 00:15:18.159 --> 00:15:22.669 versus, you know, mom and pop shops. There can mortar. Could 208 00:15:22.669 --> 00:15:26.149 be some kind of data like that. COULD BE A survey of sales managements 209 00:15:26.190 --> 00:15:31.190 where they are most product if the environments their productive in something like that. 210 00:15:31.789 --> 00:15:35.230 But you want to start thinking in terms of that content, and this is 211 00:15:35.350 --> 00:15:39.220 just for that example, in your space, where it is start thinking that 212 00:15:39.379 --> 00:15:45.299 way and start including maybe just one thing that you think would you'd have an 213 00:15:45.340 --> 00:15:50.090 easy way to link back to and turn it into a whole guest article somewhere 214 00:15:50.129 --> 00:15:54.570 else. Needs to be natural and Statistics data, that kind of stuff is 215 00:15:54.690 --> 00:15:58.769 really good to add and, as a lick acid, think of it as 216 00:15:58.850 --> 00:16:03.610 like you'll never be able to take everything you add into this blog post on 217 00:16:03.649 --> 00:16:07.279 your own site and move it into another piece anywhere else. You have to 218 00:16:07.440 --> 00:16:10.879 kind of reference that, you know. Yeah, absolutely, I love this 219 00:16:11.080 --> 00:16:15.080 idea, of because what you're saying is, though, those backlinks are just 220 00:16:15.240 --> 00:16:18.870 going to come right, because you've already done that guess post and it ties 221 00:16:18.149 --> 00:16:22.429 to this Medi Post that you're doing here, and so the pitch is already 222 00:16:22.509 --> 00:16:26.750 done because you've just kind of reverse engineered the the result, kind of just 223 00:16:26.950 --> 00:16:30.629 like we're talking about reverse engineering the SEO results by looking at what's on the 224 00:16:30.669 --> 00:16:34.139 first page of Google. Where does it not cover enough? Talk a little 225 00:16:34.139 --> 00:16:37.019 bit more about that, Dmitri, because we've been looking at that a lot. 226 00:16:37.259 --> 00:16:41.700 You know, we were kind of dissecting a guess post that Brandon Red 227 00:16:41.700 --> 00:16:45.860 Linger over it, Engagio did. That ranks number one for ABM examples and 228 00:16:45.980 --> 00:16:49.009 it's it's very much in line with what you were saying. It broke down 229 00:16:49.129 --> 00:16:52.889 very specific examples, talked about the tech use, talked about you know, 230 00:16:52.970 --> 00:16:57.570 and kind of broke down each example and what we always kind of use as 231 00:16:57.610 --> 00:17:02.559 our get check internally is, is their meat on the bone with this piece 232 00:17:02.759 --> 00:17:06.960 of content? Does it? Does it go deep into those little nuances that 233 00:17:07.119 --> 00:17:10.559 people are asking? Now you have to have expertise in your space, you 234 00:17:10.680 --> 00:17:14.720 have to have knowledge of the problems that folks are facing, but if you 235 00:17:15.200 --> 00:17:19.509 combine that expertise in your space with just reverse engineering the results that you want 236 00:17:19.509 --> 00:17:22.589 to see, as opposed to just kind of throwing spaghetti at the wall, 237 00:17:22.670 --> 00:17:26.990 then you see some some results. Can you talk a little bit more about 238 00:17:26.150 --> 00:17:30.460 that when it comes to what we call meat on the bone with the article 239 00:17:30.579 --> 00:17:34.059 and ways to increase you know that that page, the staytime on the page 240 00:17:34.339 --> 00:17:37.420 and click through, is that sort of stuff as you're putting together your piece 241 00:17:37.500 --> 00:17:42.019 of content as well? I wish I still help guide town Oh with a 242 00:17:42.059 --> 00:17:45.289 lot of the work he's doing even now, and I help a lot of 243 00:17:45.450 --> 00:17:52.410 folks out there with exactly this. Where you you're kind of struggling to overtake 244 00:17:52.650 --> 00:17:56.930 competitors to rank here on page three, young page to your stuck. You're 245 00:17:56.970 --> 00:18:02.480 stuck and you've done your technical due diligence, you've improved the page to load 246 00:18:02.599 --> 00:18:07.000 really fast. You're just stuck. And what happens is the weakness analysis, 247 00:18:07.039 --> 00:18:11.910 and I call it weakness analysis, hasn't been done. I say weakness because 248 00:18:12.430 --> 00:18:18.109 your competitors should have a weakness. When you're thinking about writing an article, 249 00:18:18.430 --> 00:18:21.910 the very first thing I do is I look at the Keyword, and I 250 00:18:21.990 --> 00:18:25.710 keyword research as a whole other ball game. But once you pick that keyword 251 00:18:25.750 --> 00:18:27.900 and you know that you're going to rink for it, then you need to 252 00:18:27.940 --> 00:18:34.259 do your weakness analysis and figure out why you deserve a spot number one on 253 00:18:34.740 --> 00:18:38.380 Google and then how figure out the plan to get there. It's been like 254 00:18:38.500 --> 00:18:42.690 building a product and I think of it as if I went to court tomorrow 255 00:18:42.769 --> 00:18:47.849 and I had to prove to a jury of why I deserve number one spot 256 00:18:48.210 --> 00:18:52.970 against all my competitors who are on first page of Google. What would my 257 00:18:52.210 --> 00:18:56.880 argument be? How would I prove it to them? Right, have to 258 00:18:56.000 --> 00:19:00.799 analyze what's there and I basically should say, Hey, this one is old 259 00:19:00.000 --> 00:19:03.880 and outdated, this one, the user experienced, sucks, this one doesn't 260 00:19:03.920 --> 00:19:08.079 go deep enough on the topic. Here is five things that this one admitted. 261 00:19:08.519 --> 00:19:11.990 Here is and so when you say going deep on a topic, that 262 00:19:12.109 --> 00:19:15.589 could mean different things. You know, it could go deep but it doesn't 263 00:19:15.589 --> 00:19:22.829 show you examples of how implemented. or it could go deep but something has 264 00:19:22.869 --> 00:19:26.019 to be wrong with it. Right, where you identify that depth, it's 265 00:19:26.099 --> 00:19:30.299 not the right kind of depth, or maybe it's not broken down the same 266 00:19:30.420 --> 00:19:33.299 way, or maybe the content is old or maybe it's hard to digest and 267 00:19:33.420 --> 00:19:38.089 implement. Something like that where you need to do that analysis. The other 268 00:19:38.210 --> 00:19:41.569 thing to do is, of course, figure out which terms and topics are 269 00:19:41.650 --> 00:19:47.609 already covered and make sure that you're covering those in depth, because a lot 270 00:19:47.650 --> 00:19:51.529 of times you might go into that weakness and you might go all out on 271 00:19:51.650 --> 00:19:55.240 that one piece but you didn't cover all these other things about it. Right, 272 00:19:55.759 --> 00:20:00.119 I have a client and bitcoin space and there's no software and they wrote 273 00:20:00.160 --> 00:20:03.920 one on Bitcoin investment sites and you know, it's a great list. It's 274 00:20:04.079 --> 00:20:08.630 way up to day, it's amazing content. It's a much better content that 275 00:20:08.869 --> 00:20:15.990 was ranking there now, but they forgot to put things like trusted, legitimate 276 00:20:15.150 --> 00:20:19.630 websites. What? Why? Why Invest in a Bitcoin? Why is bitcoin 277 00:20:19.829 --> 00:20:23.299 important? And these are all topics that have been covered already on all the 278 00:20:23.380 --> 00:20:27.140 other articles, even though they went deep on that one weakness. There's a 279 00:20:27.380 --> 00:20:32.259 here's a list of bitcoin sites. They didn't go deep or they didn't cover 280 00:20:32.299 --> 00:20:36.490 anything else that other people have covered. And to stay competitive you kind of 281 00:20:36.490 --> 00:20:40.730 have to go after they've done already and go hard on that weakness. Oh 282 00:20:40.809 --> 00:20:44.049 Man, that is that is so good. We'd never use that term weakness 283 00:20:44.170 --> 00:20:48.890 analysis, but that's exactly what we're doing with our own Seo strategy here at 284 00:20:48.890 --> 00:20:51.960 sweet fish and for a lot of our customers. I think you broke it 285 00:20:52.039 --> 00:20:56.599 down really, really well there, Demetri, and a good reminder their two 286 00:20:56.640 --> 00:21:00.000 to not just focus on that weakness and just, you know, attack it. 287 00:21:00.160 --> 00:21:03.720 You should, but you have to cover all of your other bases as 288 00:21:03.759 --> 00:21:07.789 well, which goes back to what is the searcher's intent and how can I 289 00:21:07.029 --> 00:21:11.589 match that better, which again you have to have expertise in in your industry, 290 00:21:11.710 --> 00:21:15.269 but I love the way that you broke it down there. For anybody 291 00:21:15.349 --> 00:21:18.980 looking for some follow up resources, we're going to put some links in the 292 00:21:18.019 --> 00:21:22.140 show notes on some of the strategies and tactics that have led to a lot 293 00:21:22.180 --> 00:21:26.099 of the success that that you've mentioned here, Dmitri, to other episodes. 294 00:21:26.099 --> 00:21:30.579 We got to give another shout out to our man Gee on episode six hundred 295 00:21:30.579 --> 00:21:33.210 and twenty, so long time back here on BB growth, but still one 296 00:21:33.210 --> 00:21:38.930 of our top episodes. Gee explained how to skyrocket organic traffic in five steps 297 00:21:38.970 --> 00:21:42.569 and that was just I remember listening to that as an early listener of be 298 00:21:42.690 --> 00:21:47.130 tob growth. While not early, there were six hundred episodes in but early 299 00:21:47.240 --> 00:21:49.160 for me when I first started listening before I was on the sweet fish team. 300 00:21:49.200 --> 00:21:52.920 So another one you might want to check out if you're enjoying this episode 301 00:21:53.079 --> 00:21:57.079 is a behind the curtain episode James and I did on how we leverage Google 302 00:21:57.119 --> 00:22:03.269 Alphabet Soup to identify keyword search volume. So if any of this is intriguing 303 00:22:03.349 --> 00:22:07.509 to you, check out those episodes, as well as some links from Dmitri 304 00:22:07.750 --> 00:22:11.710 here in the show notes. Dmitri, if anybody listening to this is intrigued 305 00:22:11.750 --> 00:22:14.950 and has become a fast fan of yours, just like myself. What's the 306 00:22:14.990 --> 00:22:18.660 best way for them to reach out or to stay connected with you? I 307 00:22:18.779 --> 00:22:22.259 know you're a fan of just reaching out right. It's writing hemp the name. 308 00:22:22.579 --> 00:22:25.579 So how can they do that most easily and connect with you? Man, 309 00:22:26.619 --> 00:22:30.490 go to just reach out that ioh and hit the contact with links there. 310 00:22:32.130 --> 00:22:33.970 You can also reach me a DNI tree ad. Just feach out that. 311 00:22:34.049 --> 00:22:37.849 I owe I respond on email the best. Awesome man, Dmitrid. 312 00:22:37.930 --> 00:22:41.970 This has been so much fun. Thank you for making time for this and 313 00:22:41.130 --> 00:22:45.599 unpacking some some really applicable stuff that that folks you know, especially right now, 314 00:22:45.799 --> 00:22:51.920 is they're trying to get found online more than ever. It's just so 315 00:22:52.160 --> 00:22:55.240 important for folks right now and and, like you said, you're passionate about 316 00:22:55.240 --> 00:22:59.869 folks that are solving problems getting found. So I appreciate you adding value for 317 00:22:59.990 --> 00:23:02.549 listeners today. Thank you so much for being on the show. Man. 318 00:23:02.750 --> 00:23:08.910 Thanks for having me. Hey, everybody, logan with sweet fish here. 319 00:23:10.190 --> 00:23:12.579 If you're a regular listener of BB growth, you know that I'm one of 320 00:23:12.619 --> 00:23:15.980 the cohost of the show, but you may not know that I also head 321 00:23:17.019 --> 00:23:19.660 up the sales team here is sweetfish. So for those of you in sales 322 00:23:19.700 --> 00:23:23.180 or sales offs, I wanted to take a second to share something that's made 323 00:23:23.180 --> 00:23:27.769 us insanely more efficient lately. Our team has been using lead Iq for the 324 00:23:27.809 --> 00:23:32.970 past few months, and what used to take us four hours gathering contact data 325 00:23:33.210 --> 00:23:37.529 now takes us only one, or seventy five percent more efficient. We're able 326 00:23:37.569 --> 00:23:41.960 to move faster without bound prospecting and organizing our campaigns is so much easier than 327 00:23:42.000 --> 00:23:47.079 before. I'd highly suggest you guys check out lead Iq as well. You 328 00:23:47.200 --> 00:23:52.440 can check them out at lead iqcom. That's Elle, a d iqcom
