SEO is a Black Art, SEO is Science-Based, SEO is Difficult, SEO is Time Consuming, SEO is Expensive. I’ve Been told that SEO is Expensive, Time Consuming, a Black Art, Science-Based and much more over the years. Wrong .. at Least in Many Cases. But Is SEO Simpler Than We Were Told?
I’ve been carrying out a series of SEO tests for a book I’ve just written. To test my SEO theories I’ve produced a relevant webpage and posted it on my website. The SEO I’ve done is VERY basic. It shouldn’t work according to all the advice I’m given. But it does work and I’ll prove it to you in the next few minutes .. in fact, you can test my page online and see what results you personally get from Google.
The book is about How to Market a Restaurant, Coffee Shop, Café, Tea Rooms, Pub, Wine Bar and Other Food and Drink Outlets and my page focuses on Fair Trade Coffee shops in Naples, Florida.
Test my SEO Results for Yourself
So here’s the test. Get on your favourite browser and search for somewhere that serves Fair Trade coffee in Naples, FL. If my page is well optimised you should see me on Page One of your browser. If not .. well clearly SEO is harder than I thought.
In case you wonder why I’m so confident here are some of the results of a similar test I carried out on LinkedIn.
This is the result from Joe in Dublin.
I was right at the top of the page when Joe searched and I’ll be discussing how I did it on Joe’s radio show later in the year.
Then there’s a result from Andrew in New Zealand. Andrew found me at position 4 on Page One of Google.
On the other side of the world, in the UK, my page is still being found on Page One of Google by Chris.
I’ve now had dozens of replies to my request to test the page and every one of them has resulted in a Page One result.
In a sense, I wish I’d had a few that didn’t work as these results make it look like I’m using a cheap blackhat trick. They make me sound like those people that email with a promise of guaranteed Page One positions.
No one can guarantee you a Page One position. It isn’t possible with a 100% guarantee.
But what can be done is to learn how to produce pages that stand a better than average chance of getting on Page One of the Search Engine Results (SERPS).
The answer is to write good content and undertake the most basic SEO practices. Honestly, that’s all I’ve done. There have been no special technical techniques used and no secret tricks of any kind used.
I’ve just thought about what people are expecting when they make a search for Fair Trade Coffee in Naples and written content that fits that scenario. Then I’ve done the most basic SEO possible. The things I explain on this blog from time to time. Things like basic title, header and image SEO. Nothing more than that.
Learn More About SEO
If you want to read more about how to do this just pick up my book. There are several sections that explain how it’s done. You can adapt them to fit any webpage and start to get better results immediately.
If you have a full sales pipleine it’s possible. I know; because that is the position I’m in. And a few weeks ago a consultant I greatly admire interviewed me on this topic. Michael Zipursky is someone I’ve know a few years now and he contributed a chapter to one of my best sellers Creating Business Growth
The interview Michael and I did is now available on his website
Writing a Book Is the Start of The Winning Clients Process
As you probably know I’ve written several books. Most have been bestsellers. You might think that is the end of the process in building authority and winning clients. But it isn’t.
Publishing a book is just the start of the process. Getting best seller status is the next step .. but then the fun really begins.
You see being a best seller is not extraordinary these days. As someone that has been a best seller in many countries I have to say it is relatively easy. The real trick of making a book work for you and your business is what you do next.
I have just completed reading Stefan’s book on the marketing of hospitality. I found it outstanding from both the strategic point of view Stefan adopted and the many practical suggestions he offered. And his wonderful, slightly quirky self shone through, which added delight to the entire experience. Check Molly’s Place, A Bar & Grill, in Grenada, MS a year from now and see how we are doing!
I've had the privilege of working with Stefan on two book projects, and I have also benefited from his marketing wisdom in a private mastermind group. The man is a consummate professional, and he backs it up with a hilarious sense of humor. I highly recommend him.
Stefan is very thorough in his research and understanding of a clients requirements. He has a proven record of delivering comprehensive strategic marketing plans that address education / FE issues critical to the ongoing success of a college. I would recommend considering Stefan for any project that involves strategic planning, communication or digital marketing.
I have had the pleasure of working with Stefan on two occasions and was thoroughly impressed both times. His marketing knowledge is excellent and he has the ability to execute a task to a high standard all the way through to completion.