Of all of the business, marketing or ‘self help’ books I’ve read there’s one chapter in the book How to Make Millions Without a Degree by Simon Dolan that has that stuck with me more than any other. The story is a real world account of huge success achieved step by step. When you feed the Google Hound with content for Niche SEO Results it can be a basis for genuine growth in website traffic.
You could argue that I rate this book highly because the writer is talking about something that is directly about what I do, i.e. the business of building effective websites. The point is though, this guy is not a marketer, he doesn’t work in the digital world at all other than the fact that as an accountant he probably uses electronic accounting tools. He’s wrote this to help all of us achieve greater business success.
He isn’t an expert on SEO. He is however a businessman and a successful one at that. He started with nothing and went on to build and sell a multi million pound accountancy practice.
How to Market Your Business for Free and Feed the Google Hound for Niche SEO Results
How to Market Your Business for Free is the title of chapter 10 in the book How to Make Millions Without a Degree. Dolan describes this chapter as the ‘secret sauce’ of his book. He ‘got’ content marketing way before the term was invented and has simplified the concept to the degree that he recommends that all you need to do is ‘write stuff and make web pages’. That’s what his company does and the similarity between their approach and the previously discussed Marcus Sheridan is striking bearing in mind that neither of them are likely to be aware of the others existence. The approach is in essence ‘They ask – you answer‘. SJD Accountancy, according to Dolan at the time of writing had a marketing budget of practically nil yet they have a huge web presence and attract a million visitors per year to their website which consists of 3000 web pages.
98% of Internet Activity Consists of Customer Research
It follows therefore that only 2% are actually there to buy, planning your web marketing with only the 2% in mind is not going to cut it. The other 98% however may well go on to become one of the 2% tomorrow, next week or next year and who will they buy from? Most likely someone who has proved to be helpful and trustworthy when they were researching. Those people who couldn’t be bothered to create helpful content are unlikely to be in the frame.
All of us, when we do our research with Google do so because we want to be in control, we want to know more about what we’re buying before we talk to a salesman. We want to have the conversation on more equal terms and to feel the power of being informed.
If you want to achieve Niche SEO results then think, talk and write about the same things as the people in that niche market. Don’t write as if it’s an advert, customers don’t want adverts they want answers. What do they want answers to? Ask them insists Dolan! Pay attention to exactly how they talk and write your answers in that style.
Where do you start with this? Simon Dolan started by writing an 80 page guide for people thinking about becoming IT contractors to target Niche SEO results in his companies specialist field. That became the basis of his company website. Take a look at SJD Accountancy, you’ll see page after page of helpful information.
A million people a year use the SJD Accountancy website for research, when they decide to finally sign up with an accountant who do you reckon will be the favourite? Here are the two standards recommended in the book:
- Set the page up so that Google can easily find it when people are searching
- Write good articles
Let’s look a little more closely at those two points:
Set the page up so that Google can easily find it when people are searching
One of the key factors in setting the page up correctly is the page title which in WordPress becomes the URL , for instance the title of this article is ‘Feed the Google Hound for Niche SEO Results’. My keywords for this article ‘Niche SEO Results’ are contained within that title and therefore the URL.
Write good articles
We’re not on a spamming mission here. The content of the article needs to be relevant to the page title and it needs to be of the best possible quality. Google and your readers will pick up on that.
Here are a list of recommendations from Simon Dolan about how you should be writing in order to please both Google and your readers:
- Write like you talk
- Just answer the question
- Talk to your customers
- Organise your answer and stay focused
- Use short sentences
- Get somebody else to proof read it
- Be helpful
- Judge your audience so your text suits them
For each of those recommendations the book goes into more depth to expand on the idea as does the entire chapter, what you have here is just a snapshot of a book that I believe should be required reading for any business owner with a website. You can get the book here How to Make Millions Without a Degree.
Use WordPress and WP Quicklaunch to create a website that is the ‘go to’ resource for your prospective customers.