Key Takeaways
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Structural SEO Optimization: Importance of on-page SEO and avoiding content cannibalization.
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Remarketing Strategies: Innovative uses of remarketing ads and segmentation to boost conversions.
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AI Applications in SEO: Emerging role of AI in content creation and the current limitations of AI-generated content.
The Foundation of a Successful Business Mindset
In the latest episode of the Business Growth Talks podcast, Mark Haywin hosts Brandon Leibovitz, founder of SEO Optimizers, to delve into the principles of growing a business through effective SEO and digital marketing strategies. Brandon shares his journey from unwittingly stepping into digital marketing in 2007 to successfully running SEO Optimizers since 2008. With over a decade of experience, he offers a wealth of knowledge about boosting online presence, driving traffic, and converting leads into sales.
Reflecting on what truly defines a business mindset, Brandon says, "That usually means thinking in terms of a business and trying to figure out how to make your business functional, profitable, make sure it operates smoothly, make sure everything is working and that you're ultimately making a profit in the long run and not losing money." This mindset has clearly been pivotal in his journey, emphasizing the importance of perseverance, constant learning, and adapting to changing market dynamics.
Structural SEO Optimization: Beyond the Basics
One of the most critical points Brandon makes is the importance of structural SEO optimization. It's not just about having a plethora of backlinks but ensuring your on-page SEO setups, like keyword placement and avoiding duplicate content, are robust.
"I worked with a clothing company and their on-page SEO like keywords and things like that weren't properly structured. They had a lot of duplicate pages that were competing against each other," Brandon explains.
This company benefited immensely from cleaning up technical issues and optimizing for keyword differentiation, which moved them from the bottom of page one to the top three positions in search results. This revelation underlines that while backlinks are crucial, a well-structured and organized website is imperative for SEO success.
Emphasizing this dual focus, Brandon notes, "It's all about quality, not quantity... Google cares about structure and organization on your website—make sure it’s easy for them to read and understand."
Remarketing Strategies: Innovating to Drive Conversions
Another game-changing strategy Brandon discusses is the innovative use of remarketing ads. These ads help keep your business front and center in the minds of potential customers who have interacted with your website but didn't convert into leads or sales.
He elaborates, "You have to have touch points. Someone comes to your website; half the people are going to leave... I like to follow people around. If someone comes to my website but doesn’t sign up for a free class, I'll follow them with ads saying, ‘Hey, sign up for a free class.’"
Brandon outlines a segmented approach wherein each stage of user engagement triggers a different set of remarketing ads. This method not only keeps potential clients engaged but nurtures them through the conversion pipeline. Remarketing works exceptionally well because it targets warm leads and can be managed with a budget as low as $10-$20 per day.
Highlighting the effectiveness of this strategy, Brandon says, "The first day somebody called me up and said, ‘I came to one of your SEO classes six years ago and saw your commercial on YouTube’... even though it's not really a commercial, it’s just a video on an iPhone."
AI Applications in SEO: The Future is Now
The advent of AI has significantly impacted various industries, and SEO is no exception. With AI tools like ChatGPT becoming more prevalent, the landscape of content creation is rapidly evolving.
On this, Brandon remarks, "All my writers are... using AI. So I had to just let them go because... creating articles or blogs was what they were doing, and AI can do that now." However, he points out that AI, while useful, is not entirely accurate and can produce 'AI hallucinations'—incorrect or invented information.
Despite these limitations, AI shows promise in streamlining tasks like outlining and generating blog ideas. Google's stance on content quality, irrespective of its creator, emphasizes accuracy and usefulness—the hallmarks of excellent SEO.
"I'm still using AI as a tool, but it's a guide rather than anything accurate," Brandon admits. This indicates that while AI can handle some aspects of content creation, human oversight remains essential for ensuring the authenticity and reliability of the information.
SEO's Multifaceted Role in Business Growth
component of business growth. From understanding structural SEO to leveraging innovative remarketing strategies and adopting AI tools cautiously, Brandon's experiences illuminate the path to scaling a business effectively.
Businesses must continue to adapt, learning from the evolving landscape of digital marketing and SEO. Brandon's advice encapsulates the forward-thinking yet deeply analytical approach required for long-term success in today's competitive environment. Whether you are a local business or involved in e-commerce, his strategies stress the importance of structured planning, ethical SEO practices, and the innovative use of technology to stay ahead.
