Turn Clicks Into Customers With the VIP of SEO and CRO Duane Forrester

Aug 27, 2018

Wes Schaeffer

The Sales Podcast SEO Marketing Automation Entrepreneur

SEO is alive and well but DKM is taking over. Learn how the two work together to make every sale.

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Sales Tips you'll learn today on The Sales Podcast...

Owns 160 domains
His parents ran a small motel so he understands being an entrepreneur
Focus on the customer's actions and intentions
- "Customer Journey"
- Focus on discovering their needs and what they do at the moment of need
- This is the strategy
- Everything else is tactical and supports the strategy
Early SEO work took advantage of holes in the search engines
Personalized, actual answers that are contextually relevant is what SEO is now
Keywords and keyword phrases are not how we speak
Voice search is growing in importance
The nouns and verbs of just five years ago need to be listed as a question on your site
Get more reviews
- Third party, independent validation is critical
- Parents don't matter
- Surprise my friends
Search engines want users to be satisfied
Other concerns
- Digital knowledge management—DKM. Curate your digital assets.
- Load speed
- Responsive
- Security
- SEO has become more of a tactic rather than a strategy so get good at DKM.
SEO has become commoditized
The next generation is more complex
- Structured data
- Load speed
- Etc.
Consumer brand loyalty is dying
- Millennials and GenZ
- Will trade brand for price
- So prove your value when the consumer is making a decision a few times, then they'll trust you.
Voice search is growing in importance
Using voice builds a stronger connection in our brain
Amazon's Echo Dot was the top-selling item this past Christmas
You need to do the technical work to be the featured snippet
Structured data is a language that allows you to wrap key information correctly on your site
- Facebook has Open Graph
- This tells search engines you are real
- This is manageable for the small business
- Install some plugins and get your stuff marked up properly
Smaller companies can move faster
The future for SEO is bright
AMP is accelerated mobile pages
- Most websites are "heavy"
- AMP creates a more lightweight code base so pages load faster and the visitors have a better experience
- Check your page load speeds weekly
- Compare your page load speeds to your competitors monthly
Pick up a paper and pen and write out in detail what you believe your Customer's Journey looks like
- Map out the decisions they must make to find you and buy from you
- Organize some focus groups and find out if you're even in the ballpark with your offering
Take the Alexa app on your smartphone and say "Hey Alexa, let's chat."
- Learn what the future of engagement looks like
- It will go on forever
- You will get creatively engaged in thinking