The digital marketplace is ever-changing, and the changes call businesses to step up. More customers and higher conversion rates are two of the indicators of good business performance. Unfortunately, not everyone has cracked the code when it comes to turning leads into actual sales. Kris Reid is the man to call when you need help in turning your business around. He is well aware of the principles that can help you widen your market reach and add more eggs into your basket.
In this episode of Kevin Dumont’s Wealth Tactic Rebels, Ardor SEO’s main man shares valuable insights any business could use to gain more customers easily.
Who Is Kevin Dumont
Kevin Dumont is on a mission to help entrepreneurs take back control of and achieve clarity for their businesses. He has been a practicing wealth tactician for the last 15 years and has been helping people turn their finances around by challenging their belief systems about wealth and prosperity.
His podcasts on Wealth Tactic Rebels feature people who see things differently in their respective fields. The guests that he invites are all authorities in business, SEO, and digital marketing. Together, they discuss innovations, tips, and ingenious tricks on how they can help other businesses turn around their operations and be financially productive.
Kris Reid, the Man Behind Ardor SEO
Kris Reid hails from Brisbane, Queensland and started his professional career as a software engineer in the finance industry. He spent 10 years honing his craft in Europe but eventually travelled to different countries after the 2007-2008 Global Financial Crisis hit. He spent two years wandering from city to city and country to country, thinking about what he wanted to do with his life next. He soon found his calling after coming back to Australia to start working on an online game. While he was busy developing his game, he learned about search engine optimisation (SEO).
His first encounter with SEO was all about backlinks. When he knew that backlinks can do wonders, he immediately gave up on his game and started building a tool to organise backlinks. This spurred him to start his business that we now know as Ardor SEO.
Kris’s passion made him and his company the top authorities when it comes to SEO. And, as his business grew, he also started giving more opportunities to talented and dedicated individuals both in Saigon and the Philippines.
Currently, Ardor SEO operates with a seven-people core team and a number of remote staff. Kris has been helping companies turn their businesses around.
In this podcast episode, he discusses how a business can gain customers the easy way—with the use of SEO.
Websites Need to Be Found
Some businesses think that having a website is enough to make themselves known in the digital marketplace. Now, Kris debunks this misconception, saying that some people may think they know everything about SEO, when in fact they are having a hard time getting people to visit their websites and convert leads.
Kris explains that while some businesses have their own website, they might not have a clear idea why they need it. And, their respective website designers are so bad at explaining the link between an aesthetically pleasant website and business conversion. Kris strongly points out that websites don’t have to be beautiful—they need to be seen.
This makes total sense because what will you do with a beautiful website without any customer visiting and reaping value from it. As opposed to traditional advertising, Kris says that you need to be where your customers are. For anyone, it’s easier to go to Google and key in words that are related to what you’re looking for.
Once your website is found, it should be able to convey the message that you’re an expert in your niche. You should not stop at providing value because this alone won’t generate income for your business. And, after providing valuable information to your potential customers, you need to close the deal, too.
All of these won’t be achieved without a properly designed SEO strategy.
Businesses Should Understand the Importance of Keyword Research
Kris emphasizes the importance of keyword research. According to him, you can improve your Google rankings if you know how to conduct a thorough keyword research. For a new website, competing with old and more-established websites can be challenging. Then again, you can improve your chances by adding strategic and competitive keywords to every content that you publish.
Aside from that, Kris also stresses the need for a well-structured website. Case in point—Amazon. He is impressed with how the website is structured using specific keywords. When you open it, you’ll see that each page is categorised according to importance, which can also be seen in its URLs. For example, if you click on the fashion subcategory, you will be directed to a page with the URL, amazon.com/fashion. And, if you search deeper into women’s fashion, you will be directed to a page with the URL, amazon.com/fashion/women’s-fashion. According to Kris, the more dashes are there to separate each subcategory, the less important the page is. This means that your main category should be your main service page. After that, you need to curate supporting content with relevant keywords to build and rank your subcategory pages.
Kris goes on to say that website owners also need to invest more time in learning how to use long-tail keywords. For example, you’re a new lending institution and need to compete with established firms. To get ahead, you need to give valuable answers to what your potential customers are looking for. The more specific you are, the better your chances at being found. So, aside from merely using the keyword “bad credit”, it’s also good to use specific long-tail keywords like “how to get a credit card with bad credit” or “how to fix a bad credit score”.
Kris also points out how keyword cannibalisation can drag your rankings down, making you compete against your own web page content. To explain, he shares one case where the website owner had too much content about starting a podcast. Instead of helping his pages rank better, it actually dragged his entire website down. In a sense, Google didn't know which among his pages needs to rank better, causing the website to compete with itself, “cannibalising” its own results.
To avoid this scenario, Kris once again emphasizes the importance of a well-structured website, where each web page should have its own topic for Google to rank it. To know whether or not your website is cannibalising keywords, he shares one SEO hack:
Open Google and type “site:domain name”. This should be in one word, without the protocols. You’ll then see all the pages listed on Google in the order of which is perceived as important by the search engine. So, if you see your main page first on the list, that means you have a good website structure. Otherwise, you have serious issues.
Kris adds that if you see your title tags with numerous dots at the end, that means that they’re faulty, and you need to make some adjustments.
What’s in It for Me
When you write your “About Us” page, you should highlight what people can get from you and your business. According to Kris, no one would care who you are and what you’ve been doing. Rather, your potential customers will ask what’s in it for them.
So, for your site visitors to stay on your website and take action, you need to address their concerns. Your description should be compelling enough for them to see you as an authority in your niche and industry.
SEO’s Snowball Effect
Kris takes the time to expound why SEO is a better strategy than Google Ads. He says that while Ads is a good tool to get money quickly, the monetary investment you need to run it just doubles every time. For example, if you spend a thousand dollars on Ads this month, you’ll need to double your investment the next. And, the results might just be the same.
SEO, on the other hand, creates a snowball effect. If you make a one-time investment now, you’ll see growing results as months pass by. You’ll eventually keep on earning more later on.
Getting Into Your Customers’ Thoughts
Kris again points out the importance of keyword research. But this time, he admonishes listeners that this strategy can be tricky. You have to find a way to get into your customers’ thoughts. How? Put yourself in their shoes.
What problem do I have that needs solving? What words should I use to search for a certain product or business? What things do I like to talk about? Questions, like these, will give you an idea of what keywords to use for your content. Of course, you also need to invest in getting more backlinks.
By doing proper keyword research, you can then compete with the bigger names in your industry.
Towards the end of the discussion, Kris leaves a few more lessons.
One of them is what he learned from the book “Profit First” by Mike Michalowicz. According to Kris, whether it’s in life or in business, you should spend less than what you earn. If your business isn’t going to be profitable, don’t do it at all. “It makes total sense”, he says.
Another lesson he imparts is that, as a business owner, you should be focusing on your main role and what you’re best at—which is running your company. So, if your business needs help with SEO, which is not your forte, it’s best to leave it in the hands of the experts. This way, you don’t waste some precious time, and everyone gets to profit.
You can listen to the entire podcast on the Wealth Tactic Rebels and learn more about getting customers the easy way.