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The Exact SEO Implementation That Has brought Tens of Millions Of Dollars and Millions of Visitors To Our Clients.

Working with amazing companies since 2011 has allowed me to test a bunch of things and come up with frameworks that work virtually every time. To be sure you get the highest level of results & attention possible I only work with a limited amount of clients (15 at a time). Below you can read what I do when you become a client.

#0: Initial Eagle’s view Report

Snapshot of the eagle’s view dashboard

After we have access to Google Analytics, Search Console and gather some preliminary information about your company, we create a report using Google Data Studio where we analyze and find out some of the areas we should be focusing on. 

This is an eagles view to asses how your website is performing taking into consideration a 2 year, 1 year and 3 months time-frame.

If you’re an upcoming startup and don’t have much data available we’ll focus on other areas to know where to start.

The initial eagle’s view analysis allows us to have an overview of the performance of your business

 

In order to perform this analysis we mainly use:

🗹 Google Analytics:  Which allows us to have an overview regarding traffic trends, conversion rates, website visitors cycles, device visitors breakdown, organic trends and more.

🗹 Google Search Console: Which allows us to see the terms that drive more traffic, opportunities based on search terms, branded and not branded searches and more.

🗹 SEMRush: Which gives us additional information of traffic trends, keywords ranking distribution and more.

This initial report will bring information that is going to allows us to focus on top level strategies as well as allow us to have a conversation regarding what’s more important for your company to grow and increase profits.

 

#1: Competition Analysis

Snapshot of the competition analysis

Studying your competition could be the key to success. This is because sometimes we don’t need to reinvent the wheel.

Taking look at metrics, what they focus on regarding SEO, and what makes them win, will also help us define what’s the best strategy and path of action to get where they are and then surpass them.

Having competition is great as they’ve already done some of the ground work for us.

The competition analysis help us to dig deeper into what to focus on

 

When studying the competition we focus on the following areas:

🗹 Business:  Which allows us to know the size of the company, how many years they’ve been around and more.

🗹 Content: Which allows us to understand how they’re succeeding with their content, the type of content they focus on, velocity of content written and more.

🗹 E-commerce: Which allows us to know what type of products they sell, the offers they have, structure of their products and more

🗹 Lead Generation: Which allows us to know how they’re capturing their visitors information to educate, up-sell, connect and be in touch and more.

🗹 Local: Which allows us to study their reputation, online business structure and more.

🗹 Pay Per Click: Which allows us to know if they’re investing additional resources that bring extra traffic.

🗹 SEO: Which allows us to discover what angles they’re utilizing in their SEO approach, their authority, traffic, keywords they rank for and more.

🗹 Social: Which allows us to look into their social strategy, what’s the size of their following and more.

* Depending on your company some of these elements wont be applicable.

 

#2: Technical Analysis

Snapshot of the technical analysis we create for you

We utilize a checklist created by one of the smartest SEO’s we know and we’ve been adding some extra steps and elements over time. It has 219 rows which usually shrink into 150. What stands out about the technical analysis we do is the “comments” section where we add the steps to fix whatever issues your website has. This way there’s no guessing. In ADDITION to that we create a video with extra explanations which our clients LOVE. 

The technical analysis goes over pretty much every aspect of your websites technical SEO elements

 

In order to perform this analysis we mainly use:

🗹 Screaming Frog: Which allows us to scrape your website in search of errors, patterns and problems that are causing or may cause with your website. 

🗹 Google Search Console: Which allows us to search for additional issues your website may have. From indexation issues to crawling errors.

🗹 Google Spread Sheets: To add, sort, analyze and present the data

🗹 Useloom: To record walk-through videos with explanations, observations and analysis.

 

#2: Keyword Gathering and Difficulty Measurement

Snapshot of part of the keyword difficulty distribution analysis

We use SEMRush to download ALL the keywords your website is ranking for in top 10 results of Google. After that we create  graph that takes into consideration the difficulty of each keyword and how many times a keyword of this difficulty is ranking in the top 10 results. 

This allows us to visualize what is the strength of your website and focus on specific search terms we can rank fast. 

The keyword gathering evolves into finding quick wins we can attack right away.

When we have a keyword difficulty grading (KD) we find keywords between 5th and 15th positions, cross check with the current KD grading and then select those that will be easier to move up in the rankings.

Sometimes the position filtering is based on the number of keywords your website is ranking for. Focusing on 150 keywords is more feasible than focusing on 10,000 keywords.

At this point we have a group of keywords:

🗹 Ranking at the bottom of page 1 and top of page 2. Keywords we can focus on ranking.

🗹 Graded in a way we know we can compete with and push to the top or middle of the first page.

 

#3: Keyword Cannibalization Analysis

Snapshot of a keyword cannibalization report

Keyword Cannibalization is the situation that happens when your website has two or more pages competing with each other for the same search terms. While this may seem to be a good thing, it could be the cause of why some of your pages are stuck on the second page of Google (or below) for important searches for your company..

We use Ahrefs to do a full export of all the keywords your website is ranking for, upload it to Google Drive, apply some formulas and come up with a sheet that contains keywords that are being “cannibalized”. 

Then we create a plan of action about what to do based on the particular situation of each keyword. 

 

Keyword cannibalization can be treated with these two approaches

When finding a keyword cannibalization issue, there are 2 ways to tackle it:

🗹 Merging: Combining the two pages that are competing with each other into a longer, better page. The page or URL that “dissapeared” gets redirected to the better longer page.

🗹 Keeping: In some unique cases, both pages will stay on the website and will both be pushed to increase their rankings. 

#4: Internal Link Strategy

Snapshot of an internal linking report

Internal linking is a great strategy to focus the power of specific pages on your website to areas you want to give more visibility. They have two purposes: #1 Increase the internal traffic of a section of your website and #2 Increase the visibility of that section of the website in Google.

In this case, our purpose is to power up option #2. We will focus on the quick win keywords and use internal links to boost the visibility of those keywords. This can be a powerful and fast way to give your website a boost in traffic. 

 

Internal linking can be a fast way to boost visibility

In order to get the most of your internal links, we focus in two main areas:

🗹 Internal link analysis: Using screaming frog, we will look at your current internal linking structure and find areas of improvements modifying anchor texts, link positioning and frequency on existing pages

🗹 Internal link strategy: Using Google search operators we will find the pages Google thinks are more relevant to a specific topic or search term, and build links from these pages to the ones we want to push up. We sometimes also optimize existing links.

#5: Content Expansion

Snapshot of the content expansion sheet

Your website’s content is what makes visitors stay and be interested in what you have to offer, but it’s also the way Google recognizes what your website and pages on your website are all about.

By finding content gaps, keyword expansion, content updates and improving the design and formatting, we can take your current content and drive more traffic to it.

This is similar to the Skycraper technique used by Brian Dean but for existing content instead of creating new pieces of content.  

 

Content Expansion brings additional traffic by improving content

To accomplish this we focus on:

🗹 Keyword expansion: Including more keywords that are related to the main search in a way that flows with the content and brings a bigger keyword footprint and increased relevancy.

🗹 On Site Optimization: Positioning these keywords in specific areas of the content is also key to send Google the right signals so it can better understand your websites content.

🗹 Competition analysis: Looking at the top results we can analyze what they’re doing better than you and incorporate these elements into your pages.

🗹 Formatting: Updating the format and design of your pages can create a better experience for your visitors that stay longer and convert better. 

Click me to see this process in more detail

When we find pages that have the potential to increase traffic, rankings and sales, this is the process we follow for each page:

1) Use the top focused keyword for that page to do a Search.

The top focused keyword is the main keyword that page intends to rank for. So we take that and use Ahrefs or SEMRush to find what are the top ranking pages for that term. If they’re ranking in the top 3, Google is obviously deciding these are the pages that have all the necessary elements to be on the top 3.

2) Analyze the top 3 results:

Sometimes there are results on the top 3 that we don’t take into consideration (for example if Wikipedia is one of the results), so we focus on the top 3 ranking pages that are align with your page or business. We cannot replicate Wikipedia, although if all pages are “wiki” style pages, that’s what we would need to replicate.

This means sometimes we need to create a new page or re-purpose the current page we want to rank.

We focus on:

🗹 Content length: If their content is an average of 2,000 words and your page has 1,500 we need to write more content. We aim to create pages that have 20% more content than the competition, obviously content that is valuable for the reader and is fresh new content.

🗹 Content optimization:  When optimizing content, this is some of the things that we focus on.

  • Main keywords: These are the primary keywords the page should rank for.
  • Secondary keywords: These are other important keywords that are related to the primary keywords. Think of question type keywords and long tail keywords.
  • LSI keywords: Those are terms that are semantically related to the main keywords. To “lemon” these will be “yellow”, “citric”, “fruit”, “lemonade”, etc. They give relevancy to the content.
  • TF-IDF (term frequency–inverse document frequency): This is a more technical approach to understand how important keywords are on a document.
  • Media elements: We analyze the number of images, videos, twitter cards, slides, etc that these pages have and take into consideration in our optimization efforts.
  • Type of content: Are they writing informative content, content with a lot of references? Do they cite other sources?..

🗹 Technical components: When looking at technical components we mainly focus on:

  • Page structure: What is the look and feel of the page? Where are things located within the page? Do they have pop ups to capture people’s information?
  • H tags: How many H tags do they have? Are they optimize?
  • Formatting: What type of formatting are they using? Do they have lists, bullet points, microdata?
  • Schema markup: We will take a look if they’re using schema markup on their content and make note of which one to implement it into your pages.

🗹 Internal links: Internal links is one of the most overseen elements on the onsite and page structure elements that is directly tied to how we communicate to Google how important and relevant a page is. Internal links, like external links take into consideration relevancy, authority, anchor text and page positioning.

🗹 External links: For each page we analyze the number of links they have, if there is velocity built into these pages (aka if they still receive links and how many per month), the anchor text they utilize and the authority of these links. This allows us to know what the link-building strategy for that page would be (if any).

3) Putting it all together:

When we have all the data collected, we create a document with concise instructions about how the pages should be optimized taking into consideration what we’ve discovered about the competition.

This is a doc will be handled to your writers (if you have internal resources) so they can easily implement the changes needed. We also have the necessary internal resources to implement these in your pages.

4) Next steps

After the new content is improved and added in your page(s), we submit that URL into Google Search Console to make sure Google crawls it as soon as possible so the changes become “live” for Google itself.

Then we keep track of the changes on these pages to see the improvements on traffic and see if we need to tweak extra elements.

If needed, we will then create a link-building strategy so we can give the page another extra push.

As you can see, this is an eagle’s view of one of our internal processes for SEO optimizing a page in your website.

 

#6: Competition link building analysis

Snapshot of competitors link analysis

Some of the best links you can get for your website are the ones that are helping your competition on top of Google. We find, gather, analyze and grade the links that your competitors have acquired and try get them for your website as well.

Getting these links is not the easiest method ever, but it’s always the first step in the link building process.

If they got it, we try and get them too. 

 

How to find and gather your competitors links?

We use three tools to do this:

🗹 Ahrefs: It has the highest link index database of all the tools available. That means it’s able to find a lot more links (in quantity) than any other tool.

🗹 SEMRush: Semrush is another great tool to find links from your competitors. It may bring some that Ahrefs have skipped for some reason.

🗹 Majestic SEO: Majestic is another tool that can give an extra layer of links that other tools may have missed.

Working with Ahrefs is usually enough, but we like to go the extra mile to find as many opportunities as possible. 

After gathering all these link opportunities, we delete duplicates, sort them, analyze them and get them ready on a Google Sheet for the next step.

 

#7: Creating an outreach process and executing it

Snapshot of an example email pitch

Now that we have a good amount of competitor link opportunities, it’s time to find the information and emails of the website owners, preparing a document with a semi personalized pitch that resonates with them and then sending the emails to create a link.

This process is time consuming and tedious because it needs a lot of data processing, finding information that may not be easy to find and creating specific emails for each link. 

 

Why is the outreach process time consuming and tedious?

The main reasons are:

🗹 Finding hidden information: When you find an article that links to one of your competitors, it is not always clear how to find the information of the person that wrote the article.

The contact page is usually one that won’t get you in touch with that person. We may need to go to LinkedIn, Twitter, use email finder tools to try find and communicate with the person in question, in addition to using email validation tools.

🗹 Reading and personalizing: Using templatized emails like the ones you can find online when you search for “outreach emails” won’t give you the results you’re looking for. These templates have been abused so much that they’ve become spam.

This may be some of the most valuable links we can get so going the extra mile on creating semi-unique emails even if it takes additional time, it’s totally worth it.

🗹 Following up: As a general rule, people are busy and the first email most times than not won’t get a response. That’s why following up multiple times is necessary to end up getting these valuable links. 

 

#8: Link Building

Snapshot of link building opportunities report

Now that we have a good amount of competitor link opportunities, it’s time to find the information and emails of the website owners, preparing a document with a semi personalized pitch that resonates with them and then sending the emails to create a link.

This process is time consuming and tedious because it needs a lot of data processing, finding information that may not be easy to find and creating specific emails for each link. 

 

Our Full Link building Process:

🗹 Create an email account for your company: This could be creating a new gmail account or can be having you create a new email account with your domain on it. If we use an email from your domain, the recommended way of doing it is with a current employee’s name.

So if their current email is jane@yourdomain.com we’ll ask you to create jane.j@yourdomain.com. This way we have a unique domain to work with and won’t flood “Jane’s” inbox while at the same time we look credible when pitching ideas.

🗹 Anchor text analysis: Using different tools like Ahrefs, SEMRush and Majestic we’ll analyze the anchor text of the current links that are pointing to your website and will compare it with your competitors anchor text.

Their anchor text is a fundamental part of why they’re winning and therefore the reason why we want your anchor text be close or similar to theirs.

🗹 Link Audit: This is crucial to protect your website from future penalties. Even though Google has stated they “filter” bad links, it’s always important to take our own measurements to clean things up. It won’t be the first time we see a link-based penalty even if Google says they’re getting better at filtering “bad” links.

We’ll also look at the link velocity: How many links your competition is creating per month and losing per month. Then we’ll compare this to your site and get it into the mix. 

🗹 Find Content assets: We’ll analyze what pieces of content you already have that can be used as content assets. Content assets are amazing pieces of content we can pitch to other websites/blogs that will fit their audience and complement their content. This is a win-win situation when done right.

🗹 Create a list of Search Operators: These are specific searches we perform on Google to bring potential websites or opportunities we can use to create links for your website.

Example: intitle:”industrial vacuum” AND “news” -inurl:news

This search operator will bring websites that have “industrial vacuum” on the title as well as we word “news” but doesn’t have a string in the URL that is “news” (like website.com/news). This is likely to be websites that share and create news in this industry about this topic.

🗹 Create a list of websites: After we generate a list of search operators, we use them and collect all the website that look like a good fit. The number of websites collected depends on your budget.

🗹 Find contact information to pitch: After we collected websites that look like a good fit to create links from, we find the right contact information to send pitches (via email). This may include searching on Linkedin, Twitter, or other channels.

🗹 Create a personalized email: General pitches don’t work very well (as explained in previous sections). We create semi-personalized pitches that have a higher open rate and response rate than the average.

🗹 Follow up: Most people are busy and following up with them is a key important step to remind them we have something their audience may love. We usually do between 1 and 3 follow ups depending on the circumstances.

🗹 Reporting: We include reporting that include the links we build for you: live links, number of websites pitched, costs associated with it (if any), etc.

IMPORTANT: Some of the websites will ask for a monetary contribution in order to get our articles or links on their websites. This is totally normal and is extra budget you will need to have in place. 

The most common link methods we use are:

* Link roundups
* Resource pages
* Broken link building
* Guest posting
* Sponsored posts
* Link reclamation
* Horizontal link building
* Local blogger link building
* PR
* Influencer pitches
* Others

#9: Measurement and reporting

Snapshot of a data studio client report

Reporting is THE step that allows you to measure results. Because of our founder (former Industrial Engineer), we know reporting is the best way to see how the project is moving  and the positive results we’re getting.

We’ll focus in the most important metrics: Traffic, conversions, goals and sales (if you have these setup)

 

How do we deliver reports?

There are two main ways:

🗹 Google Data Studio: This is one of the best ways to report changes in traffic, goals, sales, etc. We will create a Google Data Studio for you and analyze the current month right off the bat. After that, we’ll send a report every month comparing with the previous period. In addition we send weekly or twice a month emails with progress.

🗹 Google Spreadsheets: There will be multiple Google spreadsheets that will contain information about the deliverables and the steps we’ve done for your company so you know exactly what’s happening with the campaings.

#10: How Much?

A dollar sign :).

While we’ve seen big agencies charging $60,000 per month for less than what we’ll do for you, we don’t have the overhead big agencies have. We’ve consulted with some big ones so we know the gist of it.

Our clients are usually in the $25,000 per month to $4,000 per month. The difference is based on your competition, size and how fast you want to grow (more hours = more implementation = faster growth). While we don’t always have capacity for more clients we’re always happy to have a quick talk with companies like yours.

 

About Our pricing

 

What is the difference between a $25,000 per month project and a $4,000 per month project?

Two simple things:

🗹 Competition: If you are competing with $80 Million companies you will qualify to be in the $10.5k+/mo bracket. This means you may be a $20 million company looking to get more market share and grow to the $80 Million or $60 Million or $30 Million.

This includes your potential growth as well because if you want to grow from $20 Million to $30 Million will be different than to grow from $1 Million to $2 Million.

🗹 Amount of work needed: Depending on what are your company’s goals and how fast you want to grow, there will be more or less work we will need to put on.

Do you want to grow fast? Then we’ll need to do a ton of work. That means more hours, work and bigger budgets needed.

Do you want to grow slower and be more conservative in your approach? Lower workload and budget.

When combining these two elements, competition and company’s goals + speed, you’ll be able to know what tier your company is in.

Answering these two questions will allow you to know your tier:

  • How strong is my competition and how big my competitors are? (You can use hoovers.com to know their revenues).
  • How fast do I want to grow?

Then you’ll know what tier your company is in.

From time to time our hourly rate increases, the one you see in this page is the current rate we work at.

 

Does this look like a good fit?

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