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On Page SEO Mastery w/ Kyle Roof

Kyle Roof

Ryan Stewart

I build, grow and sell digital agencies. Most recently, WEBRIS, a 7 figure SEO agency.

3rd September 2020

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Timestamps:

  • 4:53 So how have you guys been handling COVID-19?
  • 09:14 What is it about your on-page practice that differentiates you?
  • 10:45 How do you classify, tag, and organize your keywords?
  • 12:59 How do you find and refine those secondary keywords?
  • 15:21 What is your on-page process after you have the keywords nailed down?
  • 18:54 How do you structure your time to make sure that everything is getting dealt with?
  • 32:50 How did you guys arrive at your price point for the Page Optimizer Pro?

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4:53 So how have you guys been handling COVID-19?

The big thing that helped us is the type of client that we’ve been going after recently with 6 months contracts. Those aren’t the easiest clients to get. There is a long lead time involved with many more touchpoints.

We also went a little lean on our software and ended up saving some $4-5K in the process which gave us some breathing room.

We also invested in making sure that our value was known by our clients. We looked at our processes and cut out the unnecessary ones or reassigned them to lower hourly persons.

09:14 What is it about your on-page practice that differentiates you?

I take a systematic approach, a math approach. On-page comes down to counting. That’s not fun, that’s not sexy but the bottom line comes down to how many times you’re putting your keywords, your variation in your contextual terms, your LSI in very specific places on the page. It’s keeping an eye on those things and then tweaking them.

I always say that Google’s algorithm is an algorithm. That means you can beat it with math. Google can’t read. It has to read mathematically. So if you satisfy the math, you will succeed the majority of the time.

It doesn’t mean you have to write bad copy, far from it. Just write good copy and then it’s small edits from there.

10:45 How do you classify, tag, and organize your keywords?

I think an important thing to understand is that there are two types of keywords in the sense that there’s a primary keyword and a secondary keyword.

If you properly optimize for a primary keyword you will win at secondaries, even if those secondaries aren’t even on the page.

When you go into the GSC and you look at your page performance, you’ll see pages are ranking for hundreds or thousands of keywords, none of which you’ve targeted. That’s because they’re probably associated with that primary keyword.

While doing the keyword research people look at just one keyword and say like okay, this keyword has this much volume and this much difficulty, but they neglect to actually do any research on finding the secondary keywords for that particular primary.

So the idea is that when we do our keyword research, we look at the primary keyword, search volume, competition, and we also look at the secondaries.

This means that our pool, our total impression pool, that we can win is quite big. What happens is that you optimize for a keyword and Google starts associating all this stuff that has nothing to do with your product or service or whatever you’re trying to rank for.

So you worked all that time, you won your primary, that’s great but you get all this traffic that’s never going to convert because you never took the time to look at it the right way.

Conversely, you might have a keyword you’re never going to win but if you optimize for that and then you also optimize for secondaries in the right places on the page, that page will be wildly successful because it will be gathering all the traffic from those secondaries that were winnable.

12:59 How do you find and refine those secondary keywords?

When you search, you scroll to the bottom and look at the related searches. Those right there are the keywords that are related to that primary keyword. Check them out and then click on them and see where they go to.

Do one more click and once you have seen that next set, and if the results are off then that’s not the direction you want to go. But those should be pretty much on target as well.

Most of the time it’s easy to see the primary keyword. It’s the one that has the most volume and makes the most sense. When you are not sure what you can do is perform the search both ways and look at the meta titles for the sites that appear. If the sites are the same, maybe slightly out of order, Google’s seeing that as the same keyword.

Then what you want to do is you want to look at what is actually in the meta titles. Go with the one that Google seems to be favoring and that’s the one you want to target as your primary.

15:21 What is your on-page process after you have the keywords nailed down?

First, we get a feel for what we’re looking for because I like to write content around elements. That means how many H2s should be there, how many images are people using, are they using forms and tables, and then when you have a fairly good idea of what Google is rewarding you can start writing your content around those things.

Pass those instructions to your writer. Once he has written good content then you get an SEO to edit and tweak it here and there.

18:54 How do you structure your time to make sure that everything is getting dealt with?

On the agency side, we have put together a leadership team that deals with the day to day business decisions and I can come in when they are stuck and need a decision. I will also touch the clients from time to time. Most of my time is spent on Page Optimizer Pro or presentations, courses, and stuff like that.

32:50 How did you guys arrive at your price point for the Page Optimizer Pro?

One of the reasons that we started doing the software in the first place was that I wanted to be able to give the average Joe access to enterprise-level data without paying an enterprise-level price. So we’re planning on keeping the price point as low as we can.

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