Brice McBeth & CoreShop

1. BRICE MCBETH
SEO is a Hoax!

2. SEO is a Hoax!
It’s hard

3. It can be
HARD!
It can be TIME
CONSUMING!
SEO IS A HOAX
TF Hodge

4. SEO IS A HOAX
Everything I Taught You About SEO Was Wrong
https://neilpatel.com/blog/seo-lessons/

5. WHAT WE’LL COVER
❏ Hidden pitfalls of SEO for eCommerce
❏ Silver bullet mindset for SEO success
❏ Why Guest Blogging is the new SEO
❏ More ways to increase conversion rates
SEO IS A HOAX

6. BriceMcBeth.com/CoreShop
FREE QUICK
CONVERSION ASSESSMENT
Copy of Today’s Slides
Download The Tools / Worksheets
Salon Chairs Don’t Sell Themselves
bullets

7. What We Obsess
About
What We SHOULD
Obsess About

8. CONVERSION RATE OPTIMIZATION | What an AB Test Looks Like

9. slides

10. THERE IS NO SILVER BULLET FOR SEO...
FROM SILVER BULLETS OF SEO
...there are eleven silver bullets for SEO

11. ❏ Know your competition
❏ Meta Data >> Schema
❏ 2,400 Words
❏ Broad vs Long Terms
❏ Don’t Be Britney Spears
❏ Use Variations of Chocolate Donuts
❏ Make it Uniquely Valuable
❏ Test Using PPC
❏ Don’t Forget Local / Biz Listings
❏ Social Media Signals
❏ Bing is a Real Search Engine, Too
SILVER BULLETS OF SEO
FROM SILVER BULLETS OF SEO

12. ❏ Paid links
❏ Anchor text
❏ Meta Data
❏ Exact Domain Matching
DECREASING FACTORS
FROM SILVER BULLETS OF SEO

13. ❏ Topical Relevance
❏ Schema / Structured Data
❏ Social Signals
❏ URL Structure
❏ Internal Links
❏ Incoming Link Domain Authority
STEADY FACTORS
FROM SILVER BULLETS OF SEO

14. ❏ Mobile optimization
❏ Perceived value
❏ Instant answers in SERPS
❏ Usage data (CTR, Dwelling)
❏ Associated app popularity
❏ Site speed
❏ HTTPS
❏ Conversion Rate
❏ UI / UX
INCREASING FACTORS
FROM SILVER BULLETS OF SEO
Online training

15. FROM SILVER BULLETS OF SEO
udemy

16. FROM SILVER BULLETS OF SEO
juggernauts

17. FROM SILVER BULLETS OF SEO

18. FROM SILVER BULLETS OF SEO

19. THE HIDDEN COST OF BLOGGING
$5,000/mo on SEO Services
12 Months = $60,000 Total Investment
200,000 Searches
120,000 Clicks
1% Site Conversion
1,200 Incremental Sales
$75 Average Revenue Per Sale
$90,000 Total Revenue Generated
35% Gross Profit
$31,500 Gross Profit
(-$28,500) Net Loss
ROI… oops!
SEO IS A HOAX
Noah

20. SEO IS A HOAX
It’s not uncommon for
me to be up for 48
hours straight writing
the perfectly optimized
blog post.
- Noah Kagan
aboutyourtime

21. AND ABOUT YOUR TIME...
1-->4 Hour Minimum for Writing
3-5 Days Feedback
1-2 hours Revision
More Feedback?
Start Over?
1-2 Days To Schedule Post
~2 Weeks Elapsed for 1 Article
~20 Articles/Year
Need 150 articles over consistent 12
month period (Weidert Group)
7.5 Years to Be Effective
SEO IS A HOAX
Bottomline

22. ❏ Do your math first
❏ Do your research & planning second
❏ Write for PEOPLE to stay ahead of algorithms
THE BOTTOM LINE(S)
FROM SILVER BULLETS OF SEO
Endgame

23. WHAT WE COVERED
❏ Hidden pitfalls of SEO for eCommerce
❏ Silver bullet mindset for SEO success
❏ Why Guest Blogging is the new SEO
❏ More ways to increase conversion rates
SEO IS A HOAX

24. CASE STUDY

25. USING BLOGS & CONTENT TO SELL

26. USING BLOGS & CONTENT TO SELL
Growth chart

27. SEO IS A HOAX
pie

28. SEO IS A HOAX

29. SEO IS A HOAX

30. USING BLOGS & CONTENT TO SELL

31. LEADS: You don’t ask, you don’t get.
SEO IS A HOAX
7-step

32. FROM SILVER BULLETS OF SEO
IMPORTANT REMINDER:
CONVERSIONS ARE THE END GAME!
Remember that SEO is
not the End Game!!
standish

33. WHAT WE COVERED
❏ Hidden pitfalls of SEO for eCommerce
❏ Silver bullet mindset for SEO success
❏ Why Guest Blogging is the new SEO
❏ More ways to increase conversion rates
SEO IS A HOAX

34. 1,000 Views
1% Conversion
10 Conversions
Rank Equity for Your Site
A
SEO IS A HOAX
boat

37. SEO IS A HOAX

38. SEO IS A HOAX
linkedin

39. Submit Unique Content To 3rd
Party
Share / Thank You!
Curate to Blog
This IS my blog
SEO IS A HOAX
optionb

40. Share / Thank You!
Curate to Blog
This IS my blog
SEO IS A HOAX
othersites

41. 100 Views
1% Conversion
1 Conversion
Rank Equity for Your Site
YOUR Content NOT on YOUR Blog
A B 1,000,000 Views
1% Clickthru to Your Site
1% Conversion (100)
Exposure Equity
Domain Boost
BONUS #1: Featured on
BONUS #2: Curate to your blog
GUEST
BLOGGING ON
3RD PARTY
SITES
SEO IS A HOAX

42. SHARED
WITH
6.5M
SEO IS A HOAX
agenda

43. WHAT WE COVERED
❏ Hidden pitfalls of SEO for eCommerce
❏ Silver bullet mindset for SEO success
❏ Why Guest Blogging is the new SEO
❏ More ways to increase conversion rates
SEO IS A HOAX

44. CONVERSION RATE OPTIMIZATION | What an AB Test Looks Like

45. Challenges
Client married to
design
Complex envelope
customization process
High abandonment at
start of customization
process
Expensive to rebuild
customization engine
with potential to
“misdiagnose” the
problem

46. Hypothesis
Adding phone number will
give user confidence that if
an issue arises during
customization process,
help/support is available
Results
+0Phone Calls
60%Increase in sales
400%Increase in engagement

47. Case Study
A Harvard Business Review
finding suggested that
removing the cents from
restaurant menus decreased
buyer perception of costs
Results
+14Purchase Rate

48. Challenges
25% coupon did
generate quote
requests, but ate into
profits
Marketing Director
wanted to keep the
form as short as
possible

49. Hypothesis
Lengthening form with
specific fields to gather
relevant info will:
1. Separate prospects
from suspects
2. Eliminate need to
offer 25% discount
Results
140%Increase in lead conversions
$180,000
Annual Savings in Proposed
Discounts

51. WHAT WE COVERED
❏ Hidden pitfalls of SEO for eCommerce
❏ Silver bullet mindset for SEO success
❏ Why Guest Blogging is the new SEO
❏ More ways to increase conversion rates
SEO IS A HOAX

52. BriceMcBeth.com/CoreShop
FREE QUICK
CONVERSION ASSESSMENT
Copy of Today’s Slides
Download The Tools / Worksheets
Salon Chairs Don’t Sell Themselves
bullets