SEO Keyword Ranking Report Webinar | SpyFu Recon

By | September 2, 2019

Byron: So yeah, we are very excited, Mike
and I have been talking about doing something different, something unique, something that
we think everybody needs out there and then that is a good hard core educational series,
talking about tools and techniques and training and trends happening in the market place.
As Mike and I advanced our business models with SpyFu and WriterAccess, we think there
is a huge void out there and that is a concept focused on selling SEO services and focusing
on reports and data and information and on showing the return on the investment for content
and how it affects SEO and all kinds of other fun stuff that we have been wracking our brains
for about four or five months now and trying to sort of make an appropriate debut at a
webinar like this. So without further ado, we have got a bunch of stuff, we are going
to go over today. For starters, Mike is going to walk through about a 10-minute demonstration.
As the webinar invite indicated this is a webinar focused on SpyFu customers and fans
of Recon files, and in taking a look at a very exciting release that Mike has coming
out tomorrow and a re-explanation of that which we are going to dive into today but
what we really want, and what we are dying to get from everybody is cue questions, questions
you have so. So we are hoping you can start firing your questions into the tools that
would go to webinar here and really let us know what you want to learn about today. What
questions you have particularly as Mike goes through his explanation. So without further
ado, we are going to have about a 10-minute presentation by Mike and then we are going
to full board all out with questions, bring them on as fast as you can. we want to answer
all your questions. I of course sort of hosting this webinar, will have several dozen questions,
we are gearing the presentation towards new users of Recon files, people that want to
learn more about Recon files which of course is an incredible tool that SpyFu has developed
and so without further ado, Mike, over to you. Mike Roberts: Cool. Thanks, Byron. Yeah, so,
I want to start out with basically we looked at how many people, the demographics of the
people that are attending this webinar. So we wanted to know whether or not everyone
was existing Recon files users or whether there were lot of new people out there, we
found out that about 20% of people are existing customers and about 8% are people that are
new to it. So I want to go through real quick and just bring it to speed on what is Recon
files and then we will spend the later part of the whole thing on what’s new, what is
this new keyword ranking report. How is it different, how is it going to solve your problems
for you? So real quick. Byron: Hey, Mike, quick plug for Lance. Thanks
for the question, Lance. I love this, show me how to get more clients for $2000 or more
per month. Loved it. So that is exactly what Mike and I want, is everyone asking questions,
we are going to take these questions and pinpoint lots of different answers as we go through,
I am sorry, Mike, go ahead. Mike Roberts: I love that question, and I
definitely will get to that because this new keyword ranking report lets you to kind of
lead the conversation a little better to target those high value clients. I will talk about
that specifically but I love that lead off question before I even jump in. We will talk
about as we go. So real quickly I am going to show you what Recon files are, SEO Recon
files and how they make their life better, then we will get into just what kind of feedback
we received from customers and what we have done with it. This will all be Q&A you and
me just going back and forth, so I know this is all about this product launch but I want
to make sure that we keep it so that it’s not like just me monologging about something
we are doing, because it really applies, the overall thing we are all going for which is
showing the value proposition of SEO and highlighting opportunities for customers. That’s what we
are all about, it’s a product launch but I think there are things that we can do here
that transcend talking about specific product. Then I will tell you about the keyword ranking
report that we are launching tomorrow is different from the domain dashboard which is what the
SEO Recon files currently are and we will talk about the specific problems. We will
talk about first of all I know we actually answered this question about how to big clients,
$2000 a month clients, then we will go directly to audience questions. And if we got time
we can go little bit meta and talk about how we are using, new tactics we are using during
this launch, you can probably see how we are leveraging remarketing if you haven’t noticed
we kind of dialed it up today and you will see it all during launch week and I will talk
about that if we have time, I don’t know if we will have time for that. Real quick, Sidra wants me to ask everyone
to tell us what you like the most about the keyword ranking report and if you post it
to our wall or tweet it with your answer, you will answer to enter our giveaway which
is a free month of Recon files and SpyFu T-shirt. So getting on that it’s a couple of giveaway
in this thing. Byron, what are you offering customers? Byron: I am tossing out there for all attendees
and that anybody that goes and signs up the WriterAccess for $50 account and/or has an
existing kind of WriterAccess, we are giving $50 in cash to anyone and everyone that wants
it. Mike Roberts: That’s awesome. Byron: Sure, that’s easy to do and I will
tell everybody the secrets also when we get to that point, so we will let people hang
tough for a little while here and then I will announce how to do that and have a cash in. Mike Roberts: Yeah, the other thing that we
… I didn’t actually put in one of these slides, but what we talked about in our pre-launch
in the webinar emails was that at some point in our conversation here we would reveal a
secret password that if you hop on SpyFu live chat either now or right after the launch
or tomorrow on launch day when you sign up for Recon, we will give you 1000 free credits
which is about $200 value, so it’s a pretty cool giveaway. So without further ado, I am
going to launch into what these reports are, what are SEO Recon files and how are we different. SpyFu SEO Recon files, I put this in a bigger
font as I possibly could because this is all we focus on, we build these reports. These
reports were designed from the ground up to help you land, retain and upsell clients,
we are giving out information, these are for you to give to your customers at the end of
the month, they are of you to give to your customers and tell them how valuable the work
that you are doing and what are the opportunities are in SEO. At the end of the day, this isn’t
just a status report, this isn’t a spreadsheet, this isn’t focused on the technical accuracy
of like, you moved up in the rings in this keyword. This is a sales document that helps
you to increase that retention rate of your customers, it moves it up several percent,
that’s the whole goal, right, if we can move you up from retaining your customer from in
certain number of months to more months, that’s what this is all about, because it’s designed
to create value in your customers’ mind, show them the opportunity and really articulate
that value you are creating. So okay how do we do it? The reports are all
about, first, they are structured so that we show the customer clear value and the key
to this is we don’t talk to them about ranks, we don’t talk to them about just clicks, of
course we talk to them about ranks and clicks but we move them up into dollars, this allows
them to compare. Customers understand the value proposition of PPC very clearly because
it’s all about I put in $5, I get $6 back, right. So we say to you, look, here is what
we did for you last month. You moved up in ranks in 21,000 keywords all those new games,
added up to 126,000 clicks and all those are worth about $105,000. The other thing that
we do is show value and showcase new content. Nobody else is doing this sort of thing, it’s
saying, all that content that we wrote, you know, maybe using WriterAccess or whatever,
this has got to be perfect for you guys, right, it’s like if you are doing content marketing,
one way that you can show the value of that is, hey, this got indexed, not only did they
get indexed but they think you have 32,000 clicks worth about $26,000, right? Again we
are talking about moving up the value chain from, I rank you on this keyword, or I wrote
this content for you to I got you these number of clicks worth this much money. So it’s not like crazy, we are not like doing
anything insane that your customer is going to question. We are just doing things that
other people haven’t quite done and it’s because we thought about it from the very beginning,
we thought about moving you up the value chain, that’s the whole purpose. We want to help
you celebrate wins along the way, this is another sort of showing the value. This is
all the great stuff that we did for you last month. So this is new keywords. New keywords,
you never ranked on before, because of the great work that we did for you, you now rank
from the top 50 on 60,000 keywords that equate to $52,000 a month. We start to show the opportunity
in this one, right. We are saying all those keywords represent an opportunity leading
you to as many 2 million clicks .per month. This report is structured so that we start
out with the value, we transition you to the opportunity of the value is you love us, and
you are going to keep paying us to do this great work, that’s where our attention is. Opportunity is the upsell. So we transition
very smooth, like okay, this is opportunity, now we are moving into opportunity. How much
value is it if you continue to use us as a resource. You are ranking on the top 50 on
29000 Google phrases, landing the number one spot for all those searches, which triggered
5 million additional clicks per month. By the way this isn’t like a cookie cut out,
we actually… these little snippets that you could copy and paste and send to your
customers, for each of these sections, we try like 20 different things to find the best
one given the circumstances because every month isn’t the nut month, right, there is
Panda, and there is Panda 3.4 and whatever. There are things that are like throw a wrench
in your plans, it’s all about being at the mercy of the algorithm and what we do is spend
all of our time calculating why these reports take time to generate. So we have these supercomputers
spinning their wheels trying to figure out the best way that we can articulate value
and opportunity to your customer, you could do this with your brain but we do it automatically
saving you that time. The other thing that we can do to show them
opportunity is to contrast what you are doing in SEO with their existing AdWords campaign.
You are ranking the top 50 on 2000 keywords that you also buy on Google AdWords. By improving
your position on this keywords you can save up to $10 million a month. Now this isn’t
necessarily going to save $10 million a month a year for your customer, but again what was
the very first question that came in, right, $2000 a month, I want to see customers that
are paying me at least $2000 a month, right? These reports are structured not just to…
these are differentiator between you and every other SEO firm, we are articulating this value
for you. So one way to cleave some money for your SEO budget is to contrast, is to show
them how you can money at this. That’s like a really great trick especially internally.
When you are like an internal consultant, an internal resource and you are trying to
like, all you want to do is when you do SEO because you understand the value and you just
want to articulate that to your CMO, right? You take this and you say, “look, dude, we
spend $100,000 a month or $10 million a month or $20,000 a month on Google AdWords but that’s
only 20%… we can only ever get 20% of the clicks on those things and plus I can save
you money by just increasing the keywords that we already ranked on. It’s a huge selling
tool. So the final thing what we do in terms of
the structure of this is that, once we tell them here’s the value, here’s the opportunity,
then we are like, by the way your competitors are already moving on this right now, so slap
in the ass, move that client, move that internal CMO. So we say that we gained 3000 clicks
by improving our position on organic searches that you also ranked for. They are already
moving. So this whole thing is all about selling, right, everything that I have got for you
is about selling. Everything I got for you is about helping you. I mean you are giving
these reports to your customers in the month. You are doing this, you are doing this, you
are doing this anyway, right, why not push your best foot forward. I want to show you
how these reports can be used in every stage of the sales cycle. Right now a lot of our
customers love the SEO dashboard because it lets them type in a domain and take it to
a client and look like a genius, looks like they did a lot of work. These are all white
labelable, meaning you can brand them with your own logo. That’s the whole point, how
it would be cool, if you could just take … get this exact same stuff in SpyFu, that’s not
the point. These are all white labelable, so you take these with you on a presales,
and in fact sometimes what we recommend to the customers is that if they are going to
a customer that doesn’t have good SEO, run a report for one of their customers, show
them where they could be, take them report, compare and contrast but this presales cycle
is we have gotten nailed, right, everyone is using our reports all day long. I am talking
not mom and pop SEO shops, some of the biggest SEO companies that you heard of. Thousands of customers using our reports to
drive their sales channel, presales, onboarding, planning, retention, upselling and you are
not to think about that, you don’t have to be like the account manager guy, you don’t
have to be like Oh! I am thinking all about sales. All you do is just put in your keywords
just like you currently do, you put in your domain and you put in your keywords or you
just put in your domain. That’s the difference between these two reports, right, you either
put in your domain or you put in your domain plus the keywords that you are already using
anyway. For you as an SEO it’s not like you have to start thinking about this cycle, but
I want to show you how you can use it to get customers to bring them on and save time doing
it, to plan your execution and to retain and upsell your customers. Okay, so in the presales,
I have kind of already covered it, I don’t want to spend too much time on everything
I am talking about here. I want to get to the Q&A but one thing I do want to talk about
is the onboarding process and Byron, I mean remind me real quick, when you guys are putting
together a content plan, for a customer, how long does it take to do that stuff? Byron: On the low end, 200 hours, on the top
end 450-500 hours. Mike Roberts: Right, it’s huge, it’s like,
and you pretty much either have to charge them for it, right upfront because you are
just onboarding an SEO Client, content marketing, whatever. It’s actually pretty easier with
content marketing because they know what they are getting into but even just if you are
doing on-site optimization and so on, you still need all this planning, you need to
figure out what you are going to do and so that process is… I talk about as a pill
that you got to get somebody to swallow, right, it’s like a $10,000 pill. So how do you guys
do it? Do you charge, I don’t know if you currently do this stuff or not but when you
used to do it, did you charge them upfront or did you role it in the engagement? Byron: It took months to close deals and we
needed to charge cash upfront for it to be able to staff it. There is no vision, it’s
just grinding and that’s why we are out of that business because your report is changing.
You crushed us before we … Yeah, keep going because this is good stuff. Talk about the
onboarding part of it though and the ease of setting these reports up because it’s just
jaw dropping, so keep going. Mike Roberts: So your process and the process
that I have talked about various events and basically we have talked to like, 100 SEOs,
they are all kind of the same, but basically the idea is before you do anything you need
to do a lot of keyword research, you need to figure out which keywords we want to rank
on and customers will talk to you about the keyword that they think they should be ranking
on. There are some sort of divine needed keywords of course and then there is a set, like just
to make sense from the products and you got to do research and figure those things out,
you identify the low hanging fruit. I always advocate that position is like you want to
be able to show customers some movement so when you start executing, you don’t want to
necessarily go to those big ones, discover the ones that are easy wins, doesn’t matter
what they are. Just so you can show some momentum because you don’t want to go back to them
in the first month and be like, we … you know, we did lot of things, but we didn’t
really make any improvement. So there is a variety of things but ultimately what you
end up doing is take like this list of keywords and you break it out into keyword silos, right,
that’s how you do it. I listened to your presentation a few times,
and that’s how you actually do it. Yeah, it takes a huge amount of time because you are
ultimately breaking list of 500 to 2000 keywords you are taking like let’s say 10-100,000 keywords
and finding best ones and that ends being 500 to 2000 keywords and in SpyFu case, our
cases, it’s like couple of hundred keywords. You create keyword silos out of that, you
create a structure of content areas or keywords that basically correlate to content areas
in the Recon files report that we have, in the SEO dashboard and in the keyword ranking
report we do that automatically. We build keyword groups in a cluster and we basically
say, here is your biggest ones and here is your highest opportunity ones, now go out
and build some content around this or go out and … when you look at a domain like from
large perspective and you look at the entire structure of that domain, that’s one thing
but if you are allowed to focus on these hierarchies that you talk about in the keyword silos that
you talked about that I have talked about it really aligns the way that you are reporting
with the way that you are working and what I estimate on this onboarding process we are
going to save … we save people about 50-60% of that time, we are not going to like completely
replace your 200 hours or your 500 hours but we are going to cut it down to at least half
of that and I have been conservative. I really think that we can do better than that especially
in that first month because we automatically have something for you to execute. That’s
one of the core premises of SpyFu Recon files is either keyword ranking report or the domain
dashboard, keyword ranking report is the new one. So you start executing immediately. No
baseline necessary. You don’t have to wait for time, to deliver results to the customers
and that’s going to build the momentum, that’s a huge, it’s bigger than the 200 hours because
now you got momentum with your customer because you executed from day 0, we have automatic
history and everything. Byron: Mike, I just want to pause and ask
about that for one second because I want everybody to understand this point because I think it’s
probably the most critical element at least for getting started with this report. So if
I get this straight, I can go load in my keywords and that have been organized in two categories.
I can load in my logo and this report, this new report you are launching tomorrow basically
starts running and begins to establish the baseline. There is no complexity, it’s fast,
it’s easy, Onboarding is simple. Is that correct? Mike Roberts: Absolutely and you know what,
Byron as you talk to me about this and I have incorporated… I have heard it from customers,
we are doing now … you put in those list of keywords and we don’t have them … we
will see those keywords show up immediately. Not necessarily exactly immediately, it’s
like we have weekly tracking of keyword positions on the top 100 results, right, so it’s a pretty
big difference and pretty big game changer from SpyFu’s perspective is now the results
are live or at least no more than a week old and so you might have some crazy keywords
that we never even thought of adding, so branded ones or trademark keywords or something like
that. Byron: Keeping … for finicky customers that
care about these crazy product names and no one does searches on or something. Mike Roberts: That’s exactly right. And for
a while we were never able to add your keyword on SpyFu but never before have you never been
able to add those keywords and see those keywords hours late. Byron: So lot of people on the phone. T his
is what we got, this is what we have to battle with right now on how you actually used to
use SpyFu and this is what people to understand is the shift right here is pretty radical.
So we would go to SpyFu and we would use a great tool that says, show me a competitors’
name put in the domain name and we could instantly suck out in like minutes through SpyFu, like
every single keyword that that domain name was driving organic traffic from. So we go
to like 5 or 10 different competitors, suck out all these keywords and have this massive
universe of like 60,000 keywords or whatever the hell it was, we look how to manually look
pay per click price, the search volume, with SpyFu we deliver to us and somehow magically
carve out our final list of keyword phrases. But in that point in history we didn’t know
where the customer was placed for any of those keywords because let’s say the customer site
sucked, they didn’t have any listing motions, right but now is the game changer because
now a good SEO specialist listening is going to be like, okay, I can build silos out no
problem but all I am doing is I am building silos out, and loading them into this report
and this sucker is ready to start delivering performance measurement. Mike Roberts: That’s right and I will tell
you like sort of a feedback thing. A feedback thing that we got from customers and I guarantee
you would tell me this exact feedback is that, I use the domain dashboard to get myself customers
but once we start executing, once we come to the plan with that customer we use something
else, we use another tool because we need to know, we choose those keyword silos and
those are the ones that we want to report to our customer because the reality is if
we don’t talk to them about the exact same set of keywords that we all agree with the
plan, well, that’s going to be distracting to them. We need to lead the conversation,
we need to control where their focus is. We have keyword sin there that it’s just the
first thing that they are going to bring up to us, you know, obviously I am already going
to rank on my branded keywords. That’s what they will say. I am automatically going to
rank on SpyFu, or you would assume that you are automatically going to rank on every variation
or WriterAccess, why don’t you show me that these are like … why are these even in my
report, I don’t even want to see that. Time after time I have heard that feedback and
the reality is in the SEO dashboard you can actually eliminate, you can actually hide
keywords, so I don’t want to actually sell out the SEO dashboard it’s very useful. You
can type in a domain and then when you can look at it and see that there are some keywords
in there that you want to remove, you can go in there and remove those, we built it
in from day zero but you don’t want to do that. Byron: Can they reprint a report? Mike Roberts: Absolutely, yeah. You have been
able to do that for a long time, but I mean the way that people work with keyword ranking
tools is they do it exactly the way we do. You go to web position, you go to web CO or
you go wherever, [Indiscernible] [00:27:38] tools, you are going to type in the domain,
you are going to type in the list of keywords that you have in your spreadsheet and they
can track them for you. So SEO know how to work these tools, so we make ti so that you
work with it the way you want to work with it and of course, top 100 keywords, weekly
ranking I have heard today that we are already working on Bing. It’s not going to be … when
we are going to do Bing or Yahoo during launch but it will come in … I don’t know, it will
be like shortly afterwards. I was actually surprised that we are already working on it,
I didn’t plan on mentioning it at all but I do know that’s in the process and expected
to be reasonably soon after the launch. So pretty much, we are in the same category,
we are doing a lot of things that people already use but our differentiator is that we are
thinking about it from the perspective of how they help you increase the number of customers
you get, how to retain them and how to upsell them and we use this all throughout the sales
cycle. So I am on this planning piece. That’s the
core thing, right, that’s the thing we are talking about with creating a content plan.
And so I kind of already talked about it, but retention I have also kind of talked about.
We all, I think maybe hopefully understand since I have talked about how we are upselling
and retaining customers these reports help you to retain customers because we talk about
how great they are doing and then of course we talk about how much opportunity there is.
That’s the sales like, right, you have presales, onboarding, planning, retention, upselling
… planning, retention, upselling … planning, retention, upselling … it’s kind of how
it works. I mean am I missing anything? Byron: We have more questions, but there is
a great question that came in that relates to this. That is what’s the best way to prospect
for new clients and I would argue why not run these reports for new clients? Why not
show a little love for customers and you know, build so many keyword silos and keyword maps,
pop your logo on a report and send it to a client that you are hot prospecting after
you meeting them in a trade show or something. This data is worth that, can you talk a bout
that a little bit? Mike Roberts: Okay, so historically, I would
say that the SEO dashboard is like the best thing that has ever happened to SEO prospecting
and I think that’s probably still the case largely but if you know a little bit more
information. So if you are cool calling or if you don’t do much about somebody’s interesting
… somebody’s what their concerns are then SEO dashboard is perfect. You type in the
domain name, you send it over to customer, and let me show you something, these days
you can put in your own, all your information prepared by, presented to, that type of great
stuff, like that makes it seem real customize that client but now we got that the keyword
ranking report. So if you know your customer already advertised this a lot of Google AdWords
and you want to be like, their pitch is you are going to help them save money. You take
a list of keywords that they are advertising on AdWords, like maybe from SpyFu and you
paste that in and you make a keyword ranking report out of that. If you know, that they
are launching a new something or other or they have a new product line or you want to
be like, a specific segment of their business, you take the keywords that are relevant to
that business and you pitch them on that, but it allows you to drill down and customize
your sales pitch even more. I mean really that’s where things really start to happen,
right? If a customer feels like you really know them
but the thing isn’t that, is that you don’t have to know them that well, you can just
kind of like, get but it’s a very specific report now, or you maybe were at a trade show
and you had a like a brief conversation with them and you call that out, you build a report
based on the couple of 100 keywords that you want to talk to them about or 1000 keywords
and you put that in there and it’s like more … it’s not like a report just based on their
domain, it’s based on the exact thing that you were talking to them about and that’s
the relationship sales. That’s bigger sales, talking about $2000 plus sales, it’s a bigger
deal, you put a few more minutes into it grabbing some keywords that are going to be important
to them, it’s a conversation starter that they can’t ignore it. Makes sense? Byron: Does indeed. Mike Roberts: I mean I just like feel like
starting an SEO company right now. Byron: You are pumped up with some good data
here. Mike Roberts: Yeah. Byron: What’s left in the slide presentation,
there is one more … yeah. Mike Roberts: Roughly I want to talk about
… what’s the difference between the two reports but basically the idea is that everything
… there is two reports, there is one goal, we are leading the conversation and more like,
pretty much just what I just talk about. So it’s a perfect question, you kind of stole
my slide there. The idea is that if you want to drill in and give a more detail presentation,
that’s like a sales presentation, you want to give a more detail presentation, you do
the ranking report but really what this is about is once you sign your client, once they
are on board and you have already won them, the keyword ranking report is the tool to
use to really control the message. Now I would personally run a dashboard report and like,
five ranking reports, that’s how I will do it. It costs us to do so because I want to
keep an eye on what are the things that I am doing, because each of these reports gives
you something to talk to your customer about. And maybe you had like a bad month, like maybe
you are managing something for Home Depot and you had a bad month, but you had a great
month in terms of the overall things because ultimately what you did is restructured the
site, and so overall, everything just like catapulted. You got 10,000 new pages ranked
that were never ranked before. So you want to run an SEO dashboard or domain dashboard
for that and maybe, I don’t know, when you talk to your customer don’t talk too much
about the writing report. Does that make sense? Byron: It does. Mike Roberts: Yeah. Byron: There is so much with these reports,
it’s just really crazy, but I am dying to get to some of these questions because there
are really some great ones coming in. Mike Roberts: So the one thing I want to make
clear is that of course you can brand these reports, these are white labelable reports,
not only can you put your own logo on them, you can chose your own style and your theme,
you can add your commentary. That’s actually a new function. You want to control your message,
everything is about leading the conversation. So you can say who is this to, who is this
from, here is the summary of everything that I have seen here. Add your own personal touch
to it and finally the weekly tracking results are something that you are able to. They are
top 100 weekly tracking results, you are able to share that access with your clients, just
like you can with the report but you can literally share it with them, and they can pass it around,
it’s totally a shareable thing, they can see as their keywords are changing. But you don’t
have to, you are the SEO, you are the one in-charge, it’s all about controlling the
message, adding received value, everything is all about the selling of the design to
land and retain clients, everything we focus on is our differentiator, that’s pretty much
my last slide without demo or Q&A and stuff like that. Byron: We might have some time to get to that
if we can but I wanted to go back to one of these first questions, which was, show me
how to get more clients, $2000 o report more per month. So that was one of the first questions
that came in. I think what we saw here is something pretty interesting and that’s the
thing, so your prospect customers see you clearly as a commodity. You the SEO firm,
the agency, you are the commodity, you are one of the many people that would love to
work with them and they typically have zero awareness of you and they perceive that you
have zero awareness of them, right. Like, they are pitching my business but what do
they know about my business, right. And clearly this entire market place is now being driven
by ROI, by return on investment and when you have tools like this at your disposal that
offer insights into customers performance and there are multiple tools out there, but
when you take a few minutes, put together some mini silo maps or little mini group of
keywords whether it would be 50 or 100 or 200, based upon some science and explain that
to a prospect customer and say, I am excited about the opportunity, work for you, thanks
for you time today on the phone. As a followup, I put together a report for you. it helps
me better understand your business and how you are performing right now. Mike Roberts: And Byron that’s the way you
guys do it, right, that’s how you actually … Byron: How we grew 20 to 50% a year for five
years. Mike Roberts: Yeah. You put together those
reports … I mean I have seen them, they are great. Byron: Yeah, we are pitching half a million
dollar pieces of business on the content frontier, right, our problem was we really had to dig
deep with customers to earn their trust and their confidence. So companies like Walmart
were like, ‘yeah, I know you want to create content for us, but you know, how do I know
that you know about our business, how do I know what to write about, what’s your methodology
to do this?’ So not only do we show them our methodology and how we approach content strategy
with the planning process, 400 hours of planning which blew them away. We showed them this
big thick reports on content plans which ironically were great in the early stages but not on
the how did I do this month which is kind of what your report does right now. We were
relying upon word vision technology but back to Lance’s questions, you need to convince
your clients… Let’s say with prospect customers it’s training from them browsers to believers
and believers to buyers and you do that by earning trust with them, and building a relationship
with them, by deepening your relationship but you have to understand that your perception
with you is that they are an SEO guy which by the way has it’s own connotations, that
Mike and talked about it that just the other day. Mike Roberts: You tweeted every … you know,
it’s like … everyone gets cold call, it’s like an email, you guys take yourself apart,
there is that … Byron: We can get you first page listing,
if a search engine … bullshit, I would rather see, we will never get you on the first page
or the home page listing for the term ‘car insurance’ Mike Roberts: For $149 a month. Byron: But what can we do is take a closer
look at how you are performing and hence look at this report and number 2, how … look
at your overall goals and objectives, related to what your strategies to achieve those goals
and objectives. Are you going to rely upon pay per click? Not a good idea. Pay per click
prices are going up, not down, with the market place getting more and more competitive because
it does somewhat of a return on the investment, right? But I think what you need to do instead
is we believe in SEO, we believe in content, we believe in improving your listing positions
with the search engine with a steady stream of content, it’s optimized for the right keyword
that delivery the right kind of performance, that give you the ROI you need. So how do
you win a $2000 a month customer, I will tell you what, what you don’t want to buy is a
bunch of sales schmoozing ‘we are best in the business ra-ra’ tooting their own horn.,
The way you win that business it’s very clear to both Mike and I at least that with good
data with good information, with building a case that has this rooted in science, that’s
rooted in performance, that you can deliver a customer month after month and showing them
simple report. Mike Roberts: I think in my opinion you are
the authority. We are great at like building this data and building these reports but you,
what doesn’t get any bigger than Walmart, that’s huge. Byron: What we are trying to do now is to
take the type of approach that you have Mike which is why can’t we do this for 1000… [Overlapping conversation] [00:41:45] Mike Roberts: Yeah, well in new business,
the WriterAccess is the exact model, but what you do for a SEO agency, landing a big client
like Walmart, I mean you are talking about, he is asking how do I land clients with $2000
or more monthly, you are talking about how you land Walmart and literally the authority
to say that Walmart is my customer. That’s huge and you land with that with the data. Byron: If anyone is approaching this says,
with cheap as the mindset if you think you are going to win more business by lowering
your prices, you are actually in the end of the day competing yourself, you are competing
against yourself, it makes no sense. Agencies are picked because they like them and they
trust them, period, the end. Not because they are cheap, and Mike, I hope you have a section
of your new report which actually reports like by default. Mike Roberts: No, I agree, when you talk about
the bad news report, we don’t have the bad news report yet and we specifically… Byron: That would help earn trust. Mike Roberts: I think you are right, like
there are certain customers that you want to show them good news and there are certain
customers that you want to show them good news and the bad news and quite frankly there
are some people that you want to show only the bad news. We wanted to make these things
more or less safe for people to use and so our initial thing, let’s not put the bad news
in this report and customers have asked for the bad news report but they have asked us
more for the keyword ranking report, they have asked us more if we would be able to
put in keywords and so yeah, I think we will end up producing a bad news report eventually
but again controlling the sales message, making sure that what’s in here is positive spin
on value and opportunity and the only negative spin, frankly is that it is negative is that
your competitors are on the move. That’s the thing that kinds of makes you nervous, makes
you feel… Byron: Let’s go to questionnaire. Richard
wanted to tell, your report show dollars, show the finance to appeal to UK companies,
what about reporting in pounds? Mike Roberts: It’s good point. Currently we
don’t have Recon files for the UK. Hypothetically, what I mean by that is SpyFu has always had and numbers, we don’t have anything for Richard, can
you clarify that? Are you asking for UK … Recon files for UK or are you asking for us to change
the way that … what’s that called? The currency that we use? I think you can pop it in or
Tweet. Byron: Yeah, cool. Okay, here is another one.
Do the report show both traffic and ranking for keywords? Mike Roberts: Yes, we talked about moving
you up the value chain but we don’t like to eliminate the ranking. And I think that tells
a story, it says, I will go back to one of those slides. You want to move them up not
just talk to them about like the dollars or something, It’s like you moved up and rank
some 20000 keywords, all that added up to 126,000 clicks and all those clicks are worth
$105000. Byron: The other question here. Keep the questions
flowing because it’s so much fun that I can hardly stand it. Seriously, I just love, Mike
and I just love questions, it’s so much more engaging and interesting. Here is one. One
my client’s competitors is way ahead in keyword ranking and continuously stays ahead without
PPC, any tools that I don’t know about to find out how they are doing it. Competitive
intelligence tools. Mike Roberts: Well, to be honest with that
question, I would say in terms of SEO, if you want to know what they are doing, I would
use like Majestic to see what their link graph looks like and try to reverse engineer that.
I see that Richard replied, says he just want to change the report format. So he still wants
to report the and just change the dollars to pounds. I think that’s brilliant,
I had never thought of it, we should to because there is no reason not to. Probably of course,
ti will be keeping… whenever I can tackle the technical details, but we can do that.
I will add that to in our quest, we actually have… we use user voice and we actually
use that to prioritize. It’s actually how keyword ranking report was born. Customers
came to us, they had feedback, they posted it into our user voice, they posted it in
large amounts and voted for it and kept talking to us about live chat, and in email on our
trade shows and we are like okay, okay. I know we are working on the PPC Recon report
but we are going to change directions and give these people what they are asking for.
Honestly between you and me and I guess everyone on the phone, the domain dashboard, SEO Recon
is at least double of what I expect it to do. People love it more than any product that
we have ever done. Byron: Another question. Looking at price
plans, what is 200 Recon report credits actually get me in terms of actual reports? Mike Roberts: It’s a good question, for the
keyword ranking report we have a very simplified pricing model. It is one credit gets you two
keywords. So if you want to type in … if you want to do 100 keywords, it will cost
you 50 credits and those credits are roughly equivalent to about 10 cents each. So you
are looking at $5 a month for that 100 keywords. It’s actually we price to be exactly competitive
with every other keyword ranking report because there is a thing here, but it’s like why not
just be exactly price competitive and deliver it a ton more value, that’s kind of my theory.
Well, we can price this high because it’s a premium service. I was like there is no
reason, not to kind of like undercut anyone but I am pricing exactly where there is no
decision to be made, it’s exactly the same, it’s jut that ours is better for getting clients,
better in lot ways actually. Byron: Another question from Tom. Thanks Tom.
Any plan to move beyond the US domains, we report to clients in Europe, Asia, Australia,
Latin America, and would love SpyFu for them too. Mike Roberts: Currently, our plan is to do
as well we can on the US and the market. Of course we are doing Bing with the
weekly tracking but our goal is to be as good as what we do as we are about to begin with
our expanding. If we achieve that nexus of amazing-ness which we may have, then we would
expand but I want to like keep everything focused on one market. That’s what we do. Byron: I will be working extremely hard to
change that mindset, Tom, so heading to Europe as soon as possible with WriterAccess, I am
going to drag Mike along with me kicking and screaming. Mike Roberts: You are in UK for SpyFu that’s
like … Byron: That’s a no-brainer, that’s simple.
But I am a graduate of London School of Economics, so I got to conquer the world with WriterAccess,
that’s what I am trying to do. I am going to bring in Mike along with me. Okay, let’s
see. “I am an affiliate marketer and I have a dozen sites, I don’t need white labeling
since I am only looking at my own reports. Do I need agency subscription to accommodate
all my domains?” Mike Roberts: Okay. Byron: What about the flat rate for you pay,
for an unlimited gazillion reports. Mike Roberts: Yeah there is an unlimited report.
There is unlimited reporting with Recon files, it’s $999 a month. It’s basically a $1000
a month. Lot of people like that, that’s actually a pretty big seller and basically anything
above the … the only thing that comes out without white labeling is the SpyFu subscription,
the base SpyFu subscription comes with 200 Recon credits but you can’t white label. Everything
else white labeling comes for free. Yeah, we can charge more for it, but it’s all about
let’s just keep things simple, as simple as possible and we know that people pretty much
want to white label their stuff, pretty much want to like put their own logo, chose their
themes and stuff like that. So no price rises really there. Byron: Well, some day we are going to do a
poll on how our business models are setup and WriterAccess and SpyFu and we are going
to get some polls in. I was just having some good fun with Mike saying, Mike, you know,
we spend a lot of time talking about the webinar and all your products and Mike was acknowledging,
yeah it is kind of complicated now, how our products are laid out, and our pricing structure
and our points and our this and our that. I would love to hear some feedback and Mike
would of course as well with anybody who wants to pop in the question box, some thoughts
or opinions on the way SpyFu was set up, maybe we can get a special poll for that. Mike Roberts: I see another question by Richard
though. Byron: In fact, exactly he wants a commission
on his idea which I love. [Overlapping conversation] [00:52:48] Mike Roberts: … Walmart as a company of
my business model approaches SMEs, small or medium enterprises, do you think that SpyFu
would give too much info for an SME? I can tell you that people that have lots and lots
of customers, thousands of customers that are relatively small, maybe like $300 engagements
are some of our most active clients, I have gotten lots of good feedback from those guys,
because they love the ability to type in the domain and let it run and have it automatically
send it to the customers and they really don’t touch them very much because they know what
we do is give them good information, like we are not … we are frankly not giving them
the bad news. So their customer which his a small business is able to look at it and
always feel good and there is not really that much extra touch that month for them. So they
love it, those guys love it a lot and they all have lot, there are lots of agencies accounts
that are doing hundreds for thousands of reports for them. Byron: One interesting way to look at that
question is a different way and that is to say a common mistake that people make when
they are pitching new accounts or going after small businesses versus larger businesses
is they tend to want to beat their chest and they want to pitch the brand not the people
at your company, if it’s the people of your company you are pitching, mainly you are the
SEO export, you want to be showcasing reports and data and information, and you want to
show your intellect and your mastery of your performance. So I don’t care if your business
is small or large they are going to respect you the individual, for having access in producing
reports whether they can thoroughly understand the model is quite irrelevant. You are showcasing
your ability to track their performance. Mike Roberts: And you know what, it makes
it look like you have done so much of this work all by yourself, that’s with the whole
customizing and putting your name on it and their name on it and your logo and their logo
it’s like this is for me by you and in reality what you did is you went to SpyFu and you
typed in the domain name and you put in a couple of keywords and it ranked automatically
and get sent to them every six months. I mean it’s like super super simple but it looks
like a million bucks and literally it costs more than a million bucks. So you build it
yourself, it costs a couple of not million and a half dollars. Byron: Keep up the good investments, Mike,
there is a bright future for all this stuff, I am certain of it. We are approaching the
end of the hour and want to stay on track to make these good hour here, but Mike you
have any closing thoughts, we have got let me see, another question. Mike Roberts: We want to get the secret password
out, the deal is if you hop on the SpyFu chat, live chat, go anywhere on SpyFu there is a
live chat button and pull up. It gave it away, you hop on live chat and you type in his phrase
“Ninjabreadmen Vs Unicorns” which we do quite get to, so it’s out of context. Pull up in
SpyFu real quick here. Byron: Hey, while you are getting there I
will tell people the link they can go to access $50 credit or WriterAccess for killer content.
So two ways you can get to it, first of all I promised our existing WriterAccess customers
if they are customers, they can get the $50 additional bonus cash credit by simply using
the support desk and just log in and say, hey, I attended the SpyFu webinar give me
another $50 and Erin Robbins our director of technology or whoever is servicing the
board will immediately credit your account to $50 and get right back to you., but for
any new customers that want to try the new kid on the block WriterAccess we have got
about 5000 writers in there super happy to try them all aloud, I think you will find
the prices to be incredibly fair and competitive and the work to be better and higher quality,
so give it a go. We set up a special page for this it’s called
So you get $50 for any SpyFu attendee of the conference or even Mike could go crazy and
wild with this and blast this with some other SpyFu friends if you want or … we are SpyFu
fans. Mike Roberts: We should do that. Sidra should
be listening, we should send that out of an extra bonus in the recap, in other words,
send out today or tomorrow, we will get that out. Byron: Happy to accommodate it. We are just
excited to be talking about this topic with you, Mike, I think we are honest on some super
big things that people need help, they want to make their businesses better. I think we
come from… Mike and I come from pretty good vantage points on helping people grow their
businesses. Mike Roberts: so you see that live chat button,
there is a live chat button pretty much on every single page but here is where it says,
it sits in the pipeline also, the store is right here, so anywhere you want just hop
on there and you got “Ninjabreadmen Vs Unicorns” which by the way that’s a little nod what
we have got going if you are probably browsing the web, I am sure you may have seen this,
but we have got a bunch of apps that we are running that will have Ninjabreadmen on it.
… Unicorns. Byron: Someone had a really good question
for and this is kind of hard for you, I want you to get to this because it’s really important.
How come the report does not show accurate local results? Can you talk about that because
… Mike Roberts: Yeah, you can do local now with
keyword ranking report but the keyword ranking report won’t run a generic search in like
your local … using your local DMA but what you can do is do like pizza delivery, Phoenix
or Accura, Scottsdale, real estate… these sort of things you basically combine with
the actual localization phrase, that’s what I am calling it but what I really mean is
a city or zip code or state or whatever and you can track any keyword you want right.
So you put those keywords in, we are going to show you the instant results, and then
they go into the report as well, and so you can build that sort of report now, so if you
are doing local, SEO, it’s brilliant, it’s great question. If you are doing local SEO,
usually that’s how that works out. It’s like, well, I am never going to rank on ISP but
I know a guy that I do colocation with uses our reports and helps me out with some SEO,
it’s like, I can’t compete with rack space or something on colocation but for Phoenix,
he owns out because we worked out, and does Phoenix ISP, Phoenix colocation, Phoenix rack
mounts, stuff like that, bunch of different random terms around that sort of thing. That
works sort of really, really strong approximation, so just when somebody type sin. This is excellent,
this is actually better terms but when you type in ISP in Phoenix from a Phoenix domain
it’s very similar results to Phoenix ISP. Does that make sense? Byron: Yeah, except we are going to do have
to an explanation on the way your methodology, approaches this because it’s really important
question, and it’s worth like a 5-minute explanation. We really quickly need to help Todd add ask
some great question as a followup, he said, what will the $79 rate cover me, because the
$99 price range was out of ballpark with a gazillion sites that he has. Mike Roberts: Sure, sure, The $79 a month
is for SpyFu access. If he has got a bunch of websites … Byron: And he wants to look at performance
on his sites. Mike Roberts: You got like many different
bunch of options here. It’s not just $999 or $79 when you go into like SpyFu Recon files.
You can pick up these $89, $199, $399 and if you are doing … basically what you need
to figure out if you are doing the keyword ranking report you just need to figure out
how many keywords you need to track and then divide it into half, and if you cross all
of those affiliate sites, if you have like 4000 keywords divide it into half to get the
number of credits you need and if it’s 2000 credits, for example which would be $399,
alternatively you can use a credit calculator right here, and you can type in like domain
names, so you typed in SpyFu and WriterAccess and currently these could be the only ones
I care about. SpyFu is going to be interesting while calculating this but I want you to understand
that SpyFu is a pretty expensive, it actually works in real life. Normally you can click
on this credit calculator and it will tell you how many keywords in a go to meeting.
If you … go to meeting … this has happened to me before. If you go into this plan and
you click on this credit calculator and you put in the domains that you care about, it
will tell you exactly how many credits you need to run the SEO dashboard and those ones
change but when we say this like, for example has like 100000 keywords, well,
we are not going to charge you 50000 credits when you run a domain dashboard, you end up
spending like 300 credits for a domain dashboard but when you have like a small domain and
it has got like 20 keywords that you care about or 100 keywords, the keyword ranking
report is actually a little bit better to deal or it’s a better deal and sort of scales
little bit differently. So it kind of depends on how that kind of wants … whether it wants
the keyword ranking report or keyword domain dashboard. I think as an affiliate probably
want to do a domain dashboard. So you should use that credit calculator. Byron: Well, once again I want to thank everyone
for tuning in to today’s webinar. Mike, thanks for great explanation. Mike Roberts: Thank you, Byron. I just want
to throw this up one last time. Remind people to enter into this giveaway. Just tweet something
to us or post to Facebook wall. Really want to get your feedback. What do you think that
you are going to be able to do… what do you think most about the keyword ranking report,
we will obviously use your quotes in some way like put it in our website or something
and we will also give you free month of Recon files and a SpyFu T-shirt will be mailed off
to you. Byron: Great, thanks again for tuning in everyone.
Candy in a candy store over here, so it’s good stuff. Mike Roberts: Watch for our Unicorn. Byron: And we are going to talk about that
in our next webinar as well, the whole marketing effort, we will take a look at your strategy
and how you did this with this webinar included in some remarketing and stuff you are doing
so lots of great tips and advice coming up in the future everyone, hope you tune in until
next month, hope your life is a little better, smart, faster, and wiser and your business
will go in quicker. Thanks for tuning in everyone. Mike Roberts: Awesome. Byron: Thanks, Mike. Mike Roberts: Thanks.

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