Purchase-Intent SEO for an Agency or Firm (#122)

0:00this company would be really mad if they found out that I was doing a deep dive into their search engine optimization practices like I am about to do they might find out if you are a representative of the company then I apologize but you're crushing it you're crushing it so this episode is about how to do bottom of funnel search engine optimization for a Services based business in the past I've talked about how to do bottom of funnel search engine optimization for a product especially software products that's my favorite because it's just so mind-numbingly easy Services businesses they take a little bit more work and that's what I'm seeing

0:44and I'm going to talk about the difference between a service business and a product business in terms of how to do bottom a funnel SEO and then how you can do it too and I'm going to be using this company as an example because they are doing so so well I've made several videos about them in the past they deserve it they're a really good example of what is possible with bottom of funnel search engine optimization if you don't know what that is you know I talk about it all the time but if you don't know what that is that's okay you have the marketing funnel the top of the

1:15funnel that's you're just learning about something the middle of the funnel is you're considering something and then you have the bottom of the funnel you're ready to purchase or you're ready to use something search engine optimization that is the act of getting things to show up high on Google and other search engines and so when you combine these terms together bottom of funnel search engine optimization you have people Googling searching cash in hand ready to use or ready to buy and they know what they want but they don't know who is going to give it to them they don't know what brand to get it from and that's why

1:51they are searching on Google or they do but they're just feeling around they're seeing if they can get better offers but either way they're ready to use they're ready to buy and they're searching on Google for the company the brand that is going to give them what they want bottom of funnel search engine optimization is so much better than top of funnel search engine optimization because you have a really high conversion percentage and unlike top of funnel search engine optimization this is not something that can be disrupted by generative AI like chat GPT with a top of funnel search you're going to ask a question you're

2:30going to get your answer from chat GPT and then you're not going to go through to the website you're not going to convert into anything with bottom of funnel you're looking for something specific chaty PT can't generate that chaty PT can't generate the app that you're looking for that will satisfy your use case chat GPT is not going to reatch your roof chat GPT could give you code Snippets to use for an app but it's not going to fully build the app and so bottom of funnel it's goat chpt will just tell you use this app to fulfill your use case your demand use this service provider because they will do

3:09what you are looking for and then they will refer you to the app they will refer you to the service provider and so bottom of funnel search engine optimization it really is so much better than top of funnel and it's just one of the best marketing channels there is around because Chachi PT takes a lot of what it says from Google so if you're ranking number one on Google for one of these bottom of funnel searches there's a good chance Chachi PT is going to show you as well and you will be shown on Google and with chat gbt for years this content is Evergreen it sticks around

3:43for years you can put in the time for a week and then have it benefit you for years to come and make you a lot of purchases and with services-based businesses these could be very high ticket sales and they can still get you really qualified bottom of funel search engine optimization can still get you really qualified customers ready to go this is exactly what I'm looking for your landing page with search engine optimization made exactly what I'm looking for I'm ready to go let's do this and then they fill out your contact form they talk to you yes I'm ready to go I'm ready ready to go it's that much

4:21money all right whatever I'm here I'm ready to go let's do it so it's amazing bottom of funnel search engine optimization it's amazing I hope I explained that well if I didn't reach out to me on Twitter or send me an email my Twitter is show progress on Twitter you can send me a message and be like Edward you got to explain this bottom of funnel search engine optimization thing better if you want to hear more about it I actually wrote you can just Google My Love Letter to bottom of funnel search engine optimization Edward Sturm you can also find it on my articles page I wrote

4:48a long article about how much I love bottom of funnel search engine optimization and so this morning this beautiful Saturday Sunny morning in New York City I've been looking at the differences between how to do bottom of funnel search engine optimization for an app or for a product versus for a services-based business and it turns out I'm seeing some differences now I don't know for certain that you can't just do it in the same exact way that you can for an app but I'm just looking at this company which I'm about to talk about which I'm about to name that's doing it very well and I'm going to talk about

5:26this company as an example my experience doing bottom of funnel search engine optimization has been for applications where it's really easy it's so easy in terms of doing it for for a services-based business I haven't done that much of it for services-based businesses so I'm looking at the differences myself but the good thing is it's very very possible so here's a Company the company is called leeway hertz.com l e e w a y h r t z.com they're a devshop they're a development agency they build apps they build products they rank number one on Google for such a mind-numbingly high amount of purchase inent of bottom

6:16funnel keywords Search terms where people are looking to make huge purchases with this this services-based business to satisfy their need they rank number one for salana blockchain develop velopment Services they rank number one for blockchain payments metaverse development company web 3 development company but it's not just crypto they do a lot more in crypto they have a lot more rankings in crypto they're starting to rank for AI keywords AI in media and entertainment AI chatbot development company how about this one M Health app development M Health app development solutions they are literally ranking number one for a Dev shop that provides Services across crypto across AI across

7:04Healthcare according to Moz which is what I'm using they have 8,000 ranking keywords so many that are ranking number one and so I got to talk about them because they are an example of a services-based business that is doing some incredible bottom of funnel search engine optimization this company I can just tell you can just tell they are making so so much money and if you have a services-based business and you want to do bottom of funnel search engine optimization I would really encourage you to look at this website and look at all the incredible things that they are doing well I want to talk about some of

7:45the differences between doing bottom of funnel search engine optimization for apps and products which is what I've done so much of in the past and services based businesses and I'm going to use leeway Herz as the example so one one main thing this is a really big thing with a bottom of funnel SEO landing page for a product you really only need I actually looked at an average between all of my best ranking Pages you only need 442 words around that so you just say around 450 words all you need is 450 words so easy so you make these things really fast and then they bring you just

8:28so so many customers with services-based businesses leeway Herz is doing it different leeway Herz has three to 4X as many words I was looking at word counts for two of their Pages their salana blockchain development services that page is actually called salana blockchain development company and then M Health app development and these Pages were either 1500 words or 2,000 words one might try to make the argument that you need all the words on these pages to convert customers I'm not saying you need to have so many words but because it is such a high ticket purchase it probably helps with the conversions and even if it's B2B software you might

9:13still have a lot of words on the page for something that's really high ticket and that's recurring you might even have a form it might not take you directly to purchase it might make you go through a form if it's high ticket enough either way what this company is doing the word count is a lot higher isn't necessary though my hunch says with more competitive keywords it might be but with less competitive keywords you might still be able to have 450 words however you can juice your pages that's something that I'm seeing and that's something that I haven't personally done now I've ranked number one for countless

9:54bottom of funnel keywords countless purchase intent keywords but I've done it with products not with Services something that I never really did with my landing pages is I never reused many different sections one of the things that I see leeway Herz doing with their bottom of funnel SEO landing pages for their services is they are actually reusing several sections across pages so how much unique content are they making on each page they might actually be only writing might be writing the same amount of unique words that I was writing for a bottom of funnel SEO landing page for for an app but then they're juicing it

10:40with sections that are used across pages so I actually looked at which sections I see recurring across different bottom of funnel pages I see a logos logos of companies that they worked with that section repeats they have a section for different engagement models models how they engage with their clients dedicated development team team extension Project based model so their engagement model section that repeats then they have a section for get started today so it's it's just a four-step thing like contact us number one two get a consultation three get a cost estimate for project kickoff that section gets started today that section repeats they have a form

11:21fill out a form that section repeats so they have these SE sections within their bottom of funnel pages that repeat and so they are able to increase the word count a lot the reason I talk so much about the word count is because the beauty of these pages is you can just turn out so many of them it's really easy because you really don't have to write a lot of words so then I'm looking at these pages and I'm like oh so it looks like they're a lot longer but they're just juicing it with sections that are reused across pages so that's the good news you don't have to write

11:53that much because you can reuse sections across pages and this company that is ranking number one for very competitive bottom funnel keywords across Services they are reusing sections so that's useful to see they have other things that they do well and oh something something else that I noticed is they will reuse sections across different niches so you know they serve different niches they serve crypto they serve AI they serve healthc care and then they will have sections that are specific to those niches that are reused across all of the niches so if they make five bottom of funnel SEO landing pages for services in healthc care they will use

12:39some identical sections across all five of those pages so they're further juicing the pages juicing meaning adding words adding content like that they might some of these sections might be an FAQ it might be related articles so articles that are in the niche that are related that they wrote the FAQ of course will be specific to the niche and so this is just a way to add more content to these bottom of funnel SEO Services Pages something else that this company does different than what I do is the URLs are different I recommend to everybody this is something I do for myself I have a hub page for my

13:23different bottom of funnel SEO landing pages I I use several different Hub Pages I'll use uses I'll use Alternatives the reason that I do this is because I learned this technique from a company called bitrix the URL for bitrix is bitrix 24.com to see all of their bottom of funnel SEO landing pages and they crush it this is an app and they are doing so well so to see their Pages you scroll down to the footer and then you can click on either uses or or Alternatives and these are all different bottom of funnel SEO landing pages so I clicked Alternatives and then you see them going after these keywords that are

14:02use intent they might not be directly purchase intent but they will get people into their funnel for example free Microsoft Dynamics 365 alternative free Captivate IQ alternative and then the URL structure is bitrix 24.com Alternatives slf free Captivate IQ alternative if it's one of their uses pages so here's one of their keywords for uses secure document management software with custom access and the URL structure for that is bitrix24 cuses slf freed document management software and so they have that page whereas leeway Herz they don't do that leeway Herz for example for their salana page for their salana blockchain development page it's just leeway hertz.com salana blockchain development

14:52company they don't doservices salana blockchain development company I advise that I think it's better but but it's cool to see that you don't have to do that and I share this because there are people who are listening who are doing this who have services-based businesses who are creating purchase intent SEO funnels and they want to figure out the best ways to do it and if you want to figure out the best ways to do it leway HST is a great company to analyze because they are doing it so so so so well the last thing I want to talk about is backlinks because I was looking at

15:23their links and what I found and this is the real reason why if they hear this they're going to hate me for talking about this what it looks like to me I don't know this for certain it might not be the way that it is but it looks like some backlinks are being purchased which of course goes against the rules of all search engines but so many people do it anyway I don't advise it I think it's risky but I'm going to talk about it because I looked into it and I wanted to see when it looked like backlinks were being purchased and when it looked like

15:57they were not and what what I found was that for more competitive keywords it looks like backlinks are being purchased again I don't know for certain really might not be the case but for Less competitive keywords for Less competitive Search terms they're not so the two pages that I looked at this salana blockchain development company and M Health app development salana blockchain development company is targeting very competitive lucrative keywords M Health app development is also targeted lucrative keywords just not as competitive so what I saw is there are exact match anchor text that looks like it's coming from private blog Network sites which goes against the

16:37rules of search engines anchor text is just the text that goes over a backlink and you need backlinks for SEO because that tells different search engines that you're reputable and then search engines discern what your site is about based on the text over the link based on the anchor text over the link so I'll just give this quick example that salana blockchain development company page has a link going to it and the anchor text a text over the link says best salana development company that's a keyword that tells Google and other search engines that this is the best blockchain development company and then that helps leeway Herz rank for that keyword and

17:17other similar keywords and when I looked at the website that that link was coming from it looked like a typical private blog Network site and the anchor text was just the the link was all sloppy it just looked very standard for what a purchased backlink would look like that's what it looked like I'm not saying this is the case but to me this is what it looks like and they're getting away with it because I rank number one for these keywords among salana blockchain development M Health app development on the other hand it's not as competitive so I didn't see anything like that is this really

17:54necessary I don't buy backlinks I don't recommend buying backlinks I just never think it's worth the risk Google's detection algorithms for manipulation are always improving and my perspective on buying backlinks is you're going to put in all this work to make an amazing website that ranks for so many keywords why risk all that work by purchasing backlinks because if you get caught then you get penalized you could be taken off the search engine results Pages for years given so much headache I just don't think it's necessary there are better ways to get backlinks it's possible that that they didn't purchase it and they did it in

18:37some other way I'm just saying it looks like it comes from a private blog Network which are used to sell backlinks like the one that I see going to the salana blockchain development company page and to their credit they are ranking number one for keywords among salano blockchain development and these are bottom of funnel lucrative keywords that are worth a lot of money so this is how to do bottom of funnel search engine optimization for a Services based business if you have a Services based business if you're doing bottom of funnel search engine optimization I hope this episode is useful to you is a big deep dive that I did and now I get to

19:18edit this episode thank you so much for listening remember if you have any questions reach out to me send me a message anywhere check out my newsletter too I have a pretty good one going out tomorrow that newsletter is Edward ster.com newsletter it's a growth marketing newsletter if you like this podcast you'll like the newsletter and I will talk to all of you again tomorrow bye now