Today we’re sitting down with Kris of Ardor SEO, one of the largest search engine optimization firms. Kris is an expert in getting content to rank in Google and in converting website visitors into lifelong customers.

How do you write the perfect online content?

Crafting the perfect online content starts with search engine optimization or SEO. SEO is relatively new in the grand scheme of things, so it’s not yet done by all businesses. This is good news for you because it means that you’ll have an easier time creating the perfect content that readers are looking for.

SEO is most effective when someone is searching for your goods and services, rather than traditional marketing where you’re going out and advertising in someone’s face. This is because the customer is already seeking help. So the job of your website is not to convince the reader that they need the product, but that they need your product or service specifically.

Most people already have a website, but they don’t necessarily know how to use it. As much as your website might be beautifully designed, if the web copy isn’t doing the majority of the work, you’re still not going to make that sale. Kris tells us that to create the perfect online content the website “needs to convey your message and that you’re an expert” followed by an action that your visitor can take so that they become a lead. Remember, you’re not actually providing value to them until you close the sale! You could have thousands of visitors a day but if none are turning into customers and helping to scale your business, your website is a flop.

So how does search engine optimization help with this?

SEO is organic and the longer you spend working on building it, the more value you’ll get in the long run. SEO helps your website appear at the top, so that when someone searches for “baker in LA”, your website comes up, as opposed to your competition.

Google makes 90% of its revenue through Adwords (paid keyword ranking) and this is a great way to generate traffic and earn money quickly, but unless you’ve got a huge SEO budget it’s not always the best way to move forward. Adwords will get more and more expensive as more and more content is created for each keyword, but SEO snowballs and helps you grow.

In the next section, you’ll learn about using keywords to develop content that your audience finds. Read on!

How do you develop organic content that gets in front of your customers?

To develop organic content that successfully gets in front of your audience, you need to conduct keyword research, a major part of SEO.

Use tools like Ahrefs (the seven-day trial and downloading of keywords for future use is enough if you have one blog) to do your keyword research, being sure to target long-tail keywords. You’re going to have a lot more success ranking for “how to get a credit card when you have a terrible credit rate” rather than just “credit cards” because the industry giants like Discover, Bank of America, etc. will rank or will have paid to rank for those words.

You also want to create a hierarchy within your site so that Google knows which pages are more important and to avoid keyword cannibalization.

Think like Amazon. If you go on Amazon’s website and want to look at women’s sandals, you’ll first navigate to fashion, then women, then shoes, then sandals. Amazon’s URLs follow that scheme so it would be something like amazon.com/fashion/women/shoes/sandals. This way, Google knows which pages are higher up in the hierarchy and it helps Google categorize them appropriately. Google likes to be helped out, so the more work that you do on your end the more successful you’ll be in ranking your content.

Additionally, using a hierarchy system like this will help your website avoid keyword cannibalization. That means that Google knows that your domain.com/podcast ranks higher than domain.com/podcast/howtostart and so when it comes to choosing which page to rank if someone Googles “how to start a podcast” the rankings of the pages won’t bounce back and forth.

Kris talks more in-depth about this in the podcast so be sure to give it a listen!

Who is your potential customer? What are they searching for?

The best way to create successful content that ranks in Google and converts website visitors into customers is to understand who your customer is and what they’re looking for. If you sell construction tools, know that someone isn’t looking to buy a drill just for the drill, it’s because they want a hole! So your title, meta descriptions, and H1 should express that you have what the customer is looking for. It’s not about you, it’s all about the customer.

Wealth Tactic Rebel Value Bomb

We ended the podcast by asking Kris this question: What should people look to avoid regarding SEO and what can they do about it?

The answer:

Spend less money than you make! You should be thinking of profit first when it comes to your business and SEO is no different. Investing in SEO practices is a sure way to generate lasting and predictable traffic.

Get SEO Help

Kris has generously offered a special deal for all Wealth Tactic Rebels listeners. Visit ardorseo.com/kevin Kris will personally take a look at your website, help you understand how you can improve your title and meta tags, will conduct keyword research to help you rank within your niche, and give you ideas of things that you can fix yourself to start growing your audience, all for only $7! And, if you leave a review for Wealth Tactic Rebels, there’s a special bonus surprise from Ardor waiting for you with your consultation.

FAQ (Frequently Asked Questions)

What are the main differences between paid marketing and organic marketing?

SEO, search engine optimization, is an organic method of ranking in Google’s search results. It’s not easy and it takes elbow grease and months if not years to really succeed, but the lasting results that are created are well worth the investment of both time and money.

Paid marketing on the other hand is Google Adwords, in which companies pay to rank for a certain word. They have to pay per click, so every time someone Googles “truck accident lawyer in NYC” if John Doe Firm has paid to rank first for that, they’ll pay for each click they receive. For lawyers especially, it’s often upwards of $200 per click because the income that could be made by getting that client is so large.

What does organic content mean?

Organic content means that the content is original and created without keyword stuffing. Google wants to know that the content was actually created with the reader in mind and not for a robot. Google is smart, so if you write “credit card” 50 times in a post, that doesn’t mean that you’re going to rank for that word.

Instead, do your keyword research to really target specific keywords that are both achievable and have a decent number of searches every month.

What is organic and inorganic in digital marketing?

In digital marketing, if someone refers to organic vs inorganic, they’re referring to the use of SEO (keywords, backlinks, etc) to generate traffic. This takes a lot more time to build up and to be successful when compared to inorganic digital marketing, but the results are more lasting.

Inorganic digital marketing refers to the use of paid keyword ranking. Companies will bid to rank for a certain keyword and for each click on their link, they will pay that amount. This is a great way to quickly drive traffic but the results will disappear as soon as you stop paying. It can also be very expensive and you may not make enough profits for it to be worthwhile.

What is organic Facebook marketing?

Organic Facebook marketing refers to the reach of a Facebook post or video without the use of paid advertising. Just like on Google, you can pay to have your Facebook post be seen by more people, but this is an inorganic method and again, the results won’t last as much as they would if you build up your following.

Develop a marketing plan and include your socials as part of it for maximum digital marketing success.

About Kris Reid of Ardor SEO

Kris began his SEO journey as a software developer working in the finance sector. After losing his high-paying job during the financial crash he built an online game and soon wondered how to grow the traffic for it. That’s when Kris became involved in SEO and since then has used his software skills to build Ardor SEO, where he and his team work to create websites and content that ranks in Google, builds leads and converts visitors into clients.