The Mysteries Of Ranking On Google
Joe was reaching the end of his NFL career and was looking to diversify and create his life after football. He created his own BBQ and sausage line called “Bayou 87.” He was selling a ton of it in person, but had zero online presence.
So I teamed up with a friend and developed a fully functional e-commerce site. I also began managing all of Joe’s social media accounts, content, strategy – anything in digital marketing, I was doing it.
I also learned a shitload about BBQ sauce. For example, if you try to send glass bottles of BBQ sauce via UPS to various places across the United States, there is an extremely high probability that at least half of the bottles in every single order will break.
So now, I know how to write, I know social media, I know website design, and I know e-commerce. What do I need to learn?
Search Engine Optimization. Known more commonly by its acronym of SEO.
SEO (or more commonly known as ranking on the first page of Google for a particular query) is based on 200+ signals that Google calls Ranking Factors.
You can hit that Contact button and we can set up a time to talk further about it. In a nutshell (“Hey, this is me in a nutshell.” – Austin Powers), written content and the structure of the content on a webpage, is absolutely vital and the most important signal of all. From the moment I understood what SEO was, I engrossed myself in it.
At this point in my life I was still working double duty. My sports writing career took on a life of its own and I was traveling non-stop, having once in a lifetime experiences about every two weeks.
I built relationships with people at some of the biggest marketing agencies in the world. And, with people at the biggest brands in the world. Relationships that I still maintain to this very day.
One of my favorite and most enjoyable things to do is remember the awesome experiences I’ve had.
Then, text a person I experienced it with, that I would ultimately become friends with, beyond “colleagues.”
“Bro, remember when we produced 40+ hours of streaming content at the Super Bowl?”
“Dude, ‘member when we ran that Tough Mudder at Kentucky Motor Speedway with the Old Spice Guy?”
“Yo Holmes, remember at the ESPY awards in LA when we interviewed Cam Newton and had him sign his actual game-worn SEC Championship Auburn University football pants?”
“Hey Bud, remember the Sports Illustrated Swimsuit Edition launch party in downtown Manhattan? KILLER, BRAH”
Key Point: A brand isn’t a big immovable object; it is the culmination of the people that comprise it. How well they get along and the success they have is dependent on how genuine they are with each other, and to the common goal of “The Brand.” That’s why so many of them SUCK and fail. And why the ones that are so great, become and stay so great.
Back to the incarnation of Day Job Work Paul. At this time I was director of digital marketing for a local Omaha company. Now I was getting paid to do all the things I had learned on my own in the past 10 years. Plus, they encouraged me to learn as much as I could about all of it. Specifically SEO.
So I ate, breathed, and shit SEO. For three years. My only time spent coming up for air was on video production.
My employer had a full-fledged professional video production studio on-site. And they tasked me with working with our in-house video producer to produce a weekly webinar series. Does anyone even use that term any more – webinar? LOL!
And guess what video production is dependent on? WRITING. You can’t produce anything without a shot list, which is made of words. You can’t have dialogue without a script. Which guess what? Is made of written words.
We won several marketing awards during my time there, working with a team of in-house designers. And then I left and started my own marketing agency.
In 12 years my client list grew from a handful of customers to 100+. Working with business owners in every conceivable segment, with every conceivable need, advanced my understanding of not only digital marketing, but business.
Looks like the minimal education I received in Business Administration became useful after all. Either that or I comported it based on need, then added and grew through forced experience.
I sold my portion of the company but not before I added several more skills to my portfolio as a marketing expert.