#50 Is SEO Dead?


Here it is ladies and gets… Episode 50 of Freedom Ocean. Let us answer the question in almost everyone’s head… “Is SEO dead?”

podcast 50

In this Episode:

  • How you can rank at page 1 of Google?
  • Is back-linking enough to get you to page 1?
  • Learn Google’s secret sauce
  • What kind of content does Google want?
  • Why you’re content should be relevant, unique and fresh
  • Why you should make it easy for people to share your content

Grab your shovels and build your sand castles on the Freedom Ocean.

Bonus Video  – GoPro Teddy Archery

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Tim:                Welcome back listeners to episode 50. Yup that’s 5-0 of FreedomOcean, your favourite internet marketing podcast. I’m one of your hosts Timbo Reid, right there James Schramko. How are you mate?

James:             Good Timbo, how are you going?

Tim:                I am very good. Mate, we’re going to get straight into this, we’re going to do a role play.

James:            Oh.

Tim:                What do you reckon about that?

James:            Sounds like fun. I never know what to expect on these calls. That sounds like a great episode.

Tim:                The planning of this episode was all about the fact that everyone… well not everyone is saying but a lot of people out there are saying, “Is SEO dead?” You know, is the idea of back linking still a good idea, but it all comes down to the big question of how to get to the top of Google. So I’m going to be the business owner and you are going to be James Schramko.

James:            Okay.

Tim:                You okay with that? Can you be yourself for once?

James:            I’ll give it a shot.

Tim:                Okay? Do you need reminding what that’s like?

James:            No, it’s fine.

Tim:                What is that like? No, don’t even go there. That’s a whole nother episode. Being James, what’s that film? Being John Malkovich… being James Schramko. How about you do that?

James:            I could do that.

Tim:                Mate you love the video these days. There’s a whole series there of being James Schramko.

James:            Well I do have fly on the wall in SilverCircle which is me documenting what I do every day. So it’s very close. If I just flick the camera on maybe that’s the next stage. Maybe I wear cameras on my head or something.

Tim:                I was in one of those Go-Pro’s .

James:            That’s the one.

Tim:                Which my son just tapped me on the shoulder and said that’s what he wants for Christmas. Which can I just say, he’s 16 so it’s like about time but it was the first time that he indirectly acknowledged that Santa didn’t exist because he asked me what I was getting him for Christmas.

James:            Nice.

Tim:                Well it’s sad.

James:            Well I’ve got one of those cameras Tim and I was out there filming a bit of archery with a stuffed teddy bear on the front lawn.

Tim:                Should you hit the teddy bear?

James:            Yeah. In 60 frames per second, then it looks fantastic on slow motion. You can see the arrow coming in on the side then it has this little flex in the arrow and then the teddy bear does a little backward tumble and the arrow deflects off. I could probably post it up to our blog if people are interested.

Tim:                They’d be hanging on the edge of their seats I’m sure. Did the teddy survive? What’s the state of the bear?

James:            Teddy’s in great shape, hasn’t sustained any major injuries. Just a little bit worse around the forehead.

Tim:                Good luck there teddies. Mate where was the Go-Pro on? On your head?

James:            No I actually mounted it on a target which was right near where the teddy is.

Tim:                Aww… right. Well this is the first episode of being James Schramko. I don’t know how many people will tune in for the second. But that’s an insight right there. Now mate, this is silly. If you’ve just tuned in for the first time to FreedomOcean, tune out because clearly this is just a silly show about nothing. But let’s make it about something James. So mate, I am a small business owner. Online business, bricks and water doesn’t matter. And you know what; I just want to rank really well. Like page 1. All my mates, all my colleagues are saying I must be on page 1 of Google. That’s where the real game is. And if you’re not on page 1, you don’t exist. They’re telling me that I just need to get a whole lot of backlinks to my site and it’ll be happy days. Is that the case?

James:            No. It’s not the case actually.

Tim:                Lucky… because it would’ve been a short episode.

James:            Well the thing is, we have to question our assumptions. So, Tim, are your mates just surviving on this single strategy of ranking at the top of Google? Is that how they work at the moment? Is that why they’re telling you this?

Tim:                These make believe mates; they’re just operating on hearsay.

James:            So Tim, why did you come to me to ask me this question?

Tim:                Why did I come to you to ask you this question? Because I reckon you can tell me. You rank pretty well on Google for various things. And I’ve got a feeling you know part of Google’s secret sauce.

James:            You’re right. In fact there’s about 200+ things that they’re looking at which they do not publish. At best it’s a guess and that’s why coming to someone like me, you’re getting access to a whole lot of data that other people don’t have. We have around 3,000 of our own websites and hundreds of customers so we get to see all these information and we’ve got a pretty clear indicator as to what is working and what things can get you into trouble. But one thing your friend said is pretty accurate. That if you do have a top listing on Google, that can improve your inquiries. It’s still one of the #1 sources of information and the best thing about it if you do it well, if you build your website up to sustain a top ranking, then that is a long term pay off for a little bit invested up front versus some of the other methods.

Tim:                You know, you said there are 200 bits of… I guess you’re referring to the algorithm, yeah?

James:            Yes.

Tim:                Could you summarize it, I did once, it was about 9 months ago now see a really synced press release or blog post from somewhere, I can’t remember where but it said Google wants relevant, unique, consistently fresh content and they will reward you for it. And I thought, yeah I get that. That makes sense. That’s what you’d expect. Is that a good summary?

James:            I’ll give you a summary. It’s just don’t try and manipulate them and give them what they want. If you think about what they want, the answer lies in that.

Tim:                Yeah, hang on, okay well don’t try to manipulate, yeah, obvious. Give them what they want well…

James:            You say obvious except…

Tim:                Yeah okay… I know what you’re trying to say, there’s a lot of people trying to game the system.

James:            Well everyone thinks it’s about backlinks. Backlinks are just one element of how you might have your site appear at the top of Google but there are other elements that people seem to ignore.

Tim:                I just thought of an acronym.

James:            Lay it on me.

Tim:                BLO.

James:            BLO.

Tim:                Yeah.

James:            Well what’s that?

Tim:                If SEO was all about backlinks it will be Back Link Optimization.

James:            It would be.

Tim:                See. I’m on top of my game today Schramko.

James:            You should setup an SEO business. You’ve got it nailed.

Tim:                Yeah. I’ll call it BLO.com. I know what kind of traffic I’ll be getting.

James:            Okay, so what does Google want? They want a relevant result and to have a relevant result, one of the indicators of a relevant result that Google might take into account is how many sites are linking to this website because like a voting system, each link pretty much represents a vote for that website. It didn’t take long till people figured out that you could manipulate the ballot box and encourage lots and lots of links to be linking to this site. So one of the major things they changed this year is to put in a filter that pretty much says, “Hey, you know if there’s just far too many links and they really do look a little bit unnatural and contrived, and they all have the exact same words and they all point to the exact same page, then I think we’ll discount that and it looks to us like we’re being manipulated and that may not be relevant. So we’ll give that a little bit of a discount and we’ll look at other factors as well.”

Tim:                Before you go into other factors, backlinks are still important, they’re just not as important?

James:            Backlinks are still really important. However, it’s just there is no shortcut anymore of just whipping over to your local public blog network and ordering a thousand backlinks. That is no longer going to get you the result that it used to get.

Tim:                So you’re going to roll up the sleeves. Identify networks or websites that have a relevance to your site and create… leave a post, leave a guest post, leave a comment, and somehow get a link on them. Correct?

James:            No actually. I think that’s probably a hard way to go about it.

Tim:                It felt hard.

James:            Again, what does Google want to come up in the search results?

Tim:                You tell me.

James:            They want a relevant result. They want a good website.

Tim:                Yeah.

James:            Start with the site. The first step people should make is to just put amazing content on their website because what happens naturally which helps you get a good score is that other people start linking to your website because it’s good. You just referenced before this great post that you remember that broke down the algorithm. If you liked that, you would probably Tweet that or Facebook it or Google+ it or put it in your LinkedIn membership or talk about it in your podcast and then other people find out about it and come along to your website. That particular website.

Tim:                Okay.

James:            So what you want to do is actually start with the end in mind. Google want a good relevant result. Give them good relevant content. Let other people help you share that because they’ll link to it and it’s much easier for people to link to this content now that we have Facebook and Google+ and LinkedIn and Pinterest. They will do a lot of that heavy lifting for you. But if you put out crappy content or your site looks like poo then they are not going to bother. That’s the starting point. One of the things we filter for with our SEO business is we actually now check someone’s website before we work on it and we let them know if it’s even deserving a good rank because the days of a site that doesn’t deserve to get ranked being able to be ranked with a few quick links here and there are totally finished. What you really want is a strong foundation and then there are things you can do to make sure that you get good relevant links from other places aside from what people naturally give you.

Tim:                Can I give you an example, like on my other podcast Small Business Big Marketing, the episode that went up this week was all about franchising, right? So in writing the show notes for that episode, and completing the Meta data, for that episode, I’ve got 1 thing going through and we’ve had this discussion on a previous episode so I kind of know what the answer is but it’s interesting revisiting it in this context of SEO. I’m writing the show notes and the Meta data with going, you know what I know that most of my traffic comes from searches around small business marketing. Yet on my show notes that I’m writing, and the Meta data was all about franchising but that’s what the show… that’s what the episode was about. So it’s like, it made sense for it to all be about franchising. But part of me was going; no one’s going to find me if they search around small business marketing. Do you know what I mean?

James:            I do. So what you want to do is make it relevant for the human and make it easy for the search engine to understand what your website is about. So when you say Meta data, we could pull a phonebook out and slap you over the head with that and what does that mean Tim?

Tim:                That’s fair, I’ll take that beating.

James:            Behind the scenes, on your website, are certain things that you can add fields that help the search engine see what your site’s about. The best one that you can adjust is the title and the next best one that you can adjust is the description. That’s where having an appropriate relevant description and title for your website will help them understand what it’s about. At the same time, it’s humans who buy from you. So you want them, if they’re cruising along and they see it to be compelled to engage with that. So let’s imagine the description is about how you can grow your business faster using franchising techniques. You still got a word that’s relevant, franchising, and you’ve still got a compelling thing that most business owners would like is to grow their business faster. So you can actually appeal to both of those in a title and in a description.

Tim:                Gotcha. Okay, alright keep going mate. Don’t stop for me.

James:            Let’s answer the question first. SEO is not even close to dead because business owners will continue to want to be on the first page of Google because Google is a monstrous sized search engine. It owns most of the market share, it is worth playing and it does get results. And the new rules are simply, no shortcuts, no free lunch. Start with a good website content then make it easy for people to share your information and at the same time, be sure to syndicate your website to the various places where people are. In other words, you’re putting little sign boards up in the popular places pointing back to your website so that it’s easy for them to come along and find it and then become part of that ecosystem.

Tim:                Let’s break those two things down mate. Easy to share was one of them and I’m sure that’s more than just putting a Twitter button at the end of every post. So let’s break that down. And what was the second part of that. It was syndicating, that’s a phonebook. You’ve beaten me over the head with one for Meta data, syndicating is just…

James:            Syndicating means you put your content in multiple places. So you actually share it yourself into other platforms. Platform could be a techy word there. But let’s just say we’re talking about your website. It’ll be good to announce when you’ve put new information on your website in related marketing channels such as pop a little note up there on YouTube, talk about it on Facebook, share it with your LinkedIn group, put a little nice picture up from the post on Pinterest, pop it into your Google+ stream and point back to your site and say hey I just put a new video, I just made a new podcast episode or I’ve just put a great article about the 7 things that you absolutely must do if you’re considering blah blah blah…

Tim:                Okay, that seems to me a bit like sharing. But no, because what you’re doing is say make it easy for others to share but then make sure that you, the creator of the content also shares. So yeah, putting it on your Facebook, Twitter, Pinterest, etc. Just on that, what are the other things that always plays at the back of my mind, can you notice this is going from being a role play to being me, I can no longer hide behind the imaginary business owner and his mates.

James:            I’m joining out.

Tim:                Yeah, correct. So mate, just syndicating content into other places, to me I always feel like there are hundreds of other places, yet we seem to focus and you just mentioned those top 5 that we all know. Your LinkedIn, your Facebook, your Pinterest, your Google+, your Twitter, right? But it feels like there are hundreds of other places which we could be also leaving our trail on. You know, syndicating to. Is there?

James:            That’s true. There are. It’s actually probably millions.

Tim:                Well that’s stressful. That’s reason for anxiety.

James:            Well it’s not because it’s the same as when you get dressed in the morning. There are hundreds of thousands of possible combinations of all your shirts, shoes, belts, pants…

Tim:                Not for Steve Jobs.  

James:            Yeah, you just say, “You know what, I’m just going to run with this, that and that.” You know it’s a law of diminishing returns. There are the big players, and beyond that, all the extra effort gets you such a little extra result that it’s just not worth it. Just go for the easy pickings. It literally is like me walking out into my backyard. I have an orchard here. I could just reach out to the tree and grab the ripe orange and just pull it off the branch and eat it or I could go and get a bucket and a step ladder and I can fuss it all the way to the tree and I fill my bucket but after I’ve eaten a few oranges, it’s not going to have any extra… it’s not going to change my life and I’m certainly not going to setup a fruit barrel out the front. So there’s no point going beyond the first layer.

Tim:                Okay. Even though there are millions of places to syndicate your content, are you saying that the 80/20 rule applies that 80% of the action is on those 5 places that I mentioned earlier?

James:            Yeah, plus a couple of other little things like press releases. By using a few select syndication points, you can access most people on the planet.

Tim:                Okay, so you reckon a press release, well that’s a whole… we’ve spoken about press releases previously and I must say that article that I saw in SilverCircle about press releases maybe declining in popularity, I thought that was interesting maybe that’s a discussion for another time.

James:            I’d love to have that discussion because we do about 6 – 7 press releases per day so quite au fait with that topic.

Tim:                Haha… I’m sure you are. So I’ll just mark that one as a discussion we’ve got to have. Haven’t we had that it feels like we’ve had it already. But again my question is…

James:            But it’s changed. It’s changed Tim. A lot has changed with press release in the last month. So it is timely.

Tim:                Okay, cool. So syndicating content, I think we’ve covered that, feel like we’ve covered that. Is there a process for…? I tell you when I put out an episode of  Small Business Big Marketing, I’m off to Facebook, I’m off to LinkedIn, I’m off to here, I’m off to there and I do it very naturally, every post is tailored for that environment. You know the LinkedIn post is generally different to the one I’ll put out on Twitter, it’s different to the one I put in my Facebook which is kind of nice because it comes naturally. But is there a more efficient way of doing it?

James:            Well at least make sure you have a checklist so that you can systematically hit the main touch points in case you forget one. So I have a checklist. I use a checklist until it became habit and then I taught my team on the steps. That’s what’s in the Own the Racecourse. It’s actually my checklist, OwnTheRacecourse.com. And you’re doing it the right way. You should handcraft each syndication yourself as the blog owner and I do that for SuperFastBusiness. The easiest way is to have one of those sharing widgets that has all the little things at the end of the post or beside it. And I literally click on the Facebook share and then I click on the Google+ then I click on the LinkedIn and then I click on the Tweet and some of the other ones are automated. I do manually go to my email list to send the email. I manually go to my fan page and post it there and some things are automated. Every time I do a new post, automatically my team will write a press release about it to announce that post and that just happens. The next thing I’ll get is an approval, I’ll check it, I’ll say approved and then it gets syndicated via the press channels. And then of course the video’s already been put there by my team, the iTunes is already put there by my team, those things automatically happen and then in the background my Scribd account is generating a weekly PDF from my blog via an RSS feed.

Tim:                Aw… I knew you were…

James:            Yeah, ZinePal does this. I talk about this in things like TrafficGrab 2. The whole time I’ve got a continual Facebook advertising campaign which runs off the most recent post that I do. So I’m careful to put pictures. Then of course we Pinterest the post. Manually Pinterest it with an apt description.

Tim:                Hands up listeners if you’re having a meltdown or shake your head going… you know…

James:            If you don’t want to do any of this stuff, all you do is you just give us the video or the audio and we do everything for you. We have a done for you service. So back to the role play… I would say, “Tim, the best way to get really good sales from your business is to have the phone ringing or the website form filled out and a good way for that to happen is for people to find your website and look beyond just Google. Get into Facebook, YouTube, iTunes, press releases, Pinterest, LinedIn and Twitter as well and you don’t have to worry about all that stuff. All I’m looking from you each week or each month is a 3 – 5 minute video or a 15 or 20 minute audio podcast show interview, tips or whatever. You just give us that piece of content and we’ll make everything else happen for you. That I believe is the future of tapping into multiple traffic channels. Google is great but you’ll automatically get good SEO as long as you’re building on your website and your site is structured well. The content is good and you’re now getting other people talking about your content.

Tim:                Gotcha. Can we just get some clarity around making it easy to share, making content easy to share, because clearly that’s about having buttons, the right buttons in the right places isn’t it?

James:            That’s step 1 but there’s a very important step.

Tim:                What’s that?

James:            Ask people to share it. Quite often in my videos I’ll say, “Could you please comment below this video?” Like my last video, “What will you be stopping doing so that you can get a better result?” and people comment. But this is the telling thing. I had a dozen comments on my blog but I also had it on Facebook and I also had it in my forum. These are the places that I syndicate the same video. And I also had about a dozen people hit reply to my email. So I had something around 50 responses but from 4 different marketing channels. So I am actually reaching people wherever they are and that’s really the important thing. If you want broader reach, go where they are, put it in front of them but ask them to do something. Ask them to comment. We should be saying, “Hey if you like FreedomOcean could you go to iTunes and leave a comment and we’ll read out our comments each week. We should be doing that to feed up the comments because that actually helps the iTunes ranking and that gets more people seeing the show.

Tim:                That’s a good example of asking people to share, specifically on iTunes. I don’t reckon iTunes pay any attention to feedback but I could be wrong. But I’ve thought about that long and hard and I think feedback on iTunes is one thing that is really easy to game because you can just get a whole lot of people leaving a whole lot of feedback.

James:            I think that feedback will help an iTunes ranking because it might encourage someone to subscribe and that will increase your download. Which I do think triggers the ranking factor.

Tim:                Right. Okay gotcha.

James:            So indirectly it’s good.

Tim:                Okay. So asking people to share, buttons in the right places. Mate this discussion around getting to the top of Google, should we be doing this for every bit of content we create like for every blog post, for every podcast, for every video, for every infographic, should we go through this process every time?

James:            Well it depends on how often you’re creating content and what result you want. Hopefully a big point that’s coming out here is that business owners are obsessed with Google and that’s great and it’s still a good game to play. However if you take a long term approach, you’re going to get all of these things. So if you do only create really good content and if you do ask people to share it and if you do syndicate it, my case study site is a perfect example for this. It’s been going for maybe 6 months. Today we just hit 50,000 YouTube views, we’re getting about 1,000 podcast downloads a day, it jumped up to page rank 3 on its first PR update, it’s got about 1,600 pages indexed in Google, my list fills up about 30 something subscribers a day and it is a snowball that is powering my business and I think every other business should be seeing what I’m doing on SuperFastBusiness.com and getting somewhere close to that. If they can they’re going to have a great business.

Tim:                Fair enough. There’s a case study right there. So don’t be obsessed with Google.

James:            Google’s a by-product of doing the right thing to get sales.

Tim:                Okay. What should you be obsessed with?

James:            You should be obsessed with solving problems for people. Making really good solutions and having other people so impressed with that that they share it naturally. Another example of this, one of the reasons my site has started to really pump up lately. And also FreedomOcean is a good example. FreedomOcean doesn’t have an affiliate program. We haven’t done paid ads. What it does well is it has a sticky audience to come back each time and love the show and talk about it in forums and on podcasts and they mention it. It’s actually, we’re doing some old school branding here. I think branding is going to be a big element of SEO because people searching for FreedomOcean are definitely going to see us pop up #1 because we will have the strongest brand value for that particular phrase. And isn’t it better that someone searching for FreedomOcean instead of internet marketing podcast.

Tim:                Uh huh.

James:            Because we can outrank anyone for FreedomOcean but we’d have competition for internet marketing business podcast.

Tim:                Absolutely.

James:            So make good stuff or as a there’s a post on ThinkTraffic.net and it’s “Write Epic Shit”

Tim:                Hahaha. I like that.

James:            Well the fact is we’re mentioning it here. And that’s exactly what the whole point of that article is. Do something. Like Seth Godin did nearly a decade ago with Purple Cow. Make it remarkable. That’s the legacy I want to have online. I want to have good stuff. I continually, every single day, I get emails from people saying, “I follow your stuff, I like how you direct, straight to the point, you’re not hypey, you’ve been around for a while, all the stuff that you’re putting out is good and where do I sign up? What’s the best program for me? We’ve gotten passed that trust hurdle. There’s no hard sale. There’s no hype. People come to me, they ask me what’s the best way that I can solve their problem. I tell them, it happens and the business grows. I think this is important. If a small business is listening to this, they have a 2 page website; it’s time to fatten that up. Put some frequently asked questions, stick a glossary on it, make some illustrations for your customers, show people the result of what you do. Show them how they can get a better result when they engage your services. Give them how to guides, mistakes, consumer guides, and calculators and widgets and videos and audios, really ignite that site with stacks of just really great content it will automatically start to get found and shared. Put those social widgets on it, spread the news, talk about it on Facebook. Just get engaged and start that market leadership process. Google is going to give that site favour over all the little thin websites with 2 pages on it because it deserves the rank. That’s the whole point. It deserves to rank well because it is good not because you’ve tricked them into thinking its good.

Tim:                That was beautiful.

James:            There you go. Mr. business owner, are you ready to get started?

Tim:                Oh he’s gone. But I get that. You know what, when you personalize what you’re talking about it makes sense. Like take all these online discussion offline and put it in the context of being with a group of people. Like imagine walking into a party where there’s just a whole lot of people that you don’t know and if you apply the same principles as we’ve discussed in this episode, you’re going to have a greater chance of leaving that party having made some new friends.

James:            Yeah, and I got to thinking like the analogy of backlinks. The way that people used to do backlinks where they would say just go out and get a thousand backlinks with the same phrase all at once, right? It would be like walking into a party with 10 bodyguards who all point to you at the exact same time and go, “Hey! There’s Tim, he’s awesome.” And you’d like, “What?”

Tim:                Yeah I know I’ve tried that it didn’t work

James:            As opposed to a much more relevant way of getting links. If you sent 10 people into the party one at a time and they’re good quality people and they say, “Hey, you know I’m a business guy but gosh this guy Tim, since I’ve taken him on board, my business has really increased.” And they go, “Oh, right, Tim who?” “Tim Reid. He’ll be here a bit later. If you see him, say hi.” If you got 10 different people with slightly different ways of saying that type of message and then you turn up to the party, they’re all going to come to you and say, “Hey, Tim do you reckon you can help me with my business.” Because now they know you’re an authority, they know you can solve their problem. They’ve heard about it from a few different places, from people they trust. That’s what you want to do with your website.

Tim:                Good analogy. I like the offline stuff. Speaking of creating epic shit, I interviewed Tom Dickson from Will it Blend yesterday. You know that Will it Blend video.

James:            Yes, well it’s famous.

Tim:                Famous. It was crazy it was like weird having him. It was particularly weird because it started out as a video conversation. They thought it was going to be a video interview so I had a video chat with him first. I mean that’s a guy that’s creating epic shit every couple of weeks by blending something dangerous.

James:            But it’s so interesting and compelling and I imagine Google would like that too. It’s like if someone types in Will it Blend, it would be interesting to see if he comes up.

Tim:                Yeah it would. I imagine it would. I mean I haven’t tested it but we’re talking about a guy who’s getting… like he puts up a video of blending. For those who don’t know what we’re talking about, this is a guy who owns a blend company called Blendtec in America and his primary marketing strategy is to put out a YouTube video every couple of weeks where he blends an iPhone or a brick or a hockey puck or just weird stuff that you wouldn’t think would blend. But he’s getting mate like 1, 2, 3 million views within 48 hrs. and from the time the very first video put out generated 1,000% increase in sales and it’s just gone nuts ever since. So that’s an example of epic shit. One of the issues that I have saying go create epic shit is that that’s an incredible pressure to put on a small business owner who’s in the business of selling widgets. We can’t always be expecting to, we would love to create the next iPod but it ain’t going to happen. So epic is a big ask.

James:            Yes. Unfortunately not all businesses are going to be able to succeed and not all businesses deserve to. By the way I just did a little check, Will it Blend is absolutely smashing the first page of Google. His own website, his own videos, his own Wikipedia reference and the fact that we’re talking about it is just exactly what I’m talking about here. He’s gone out and solved a problem. I’m actually pretty confident that the blender that he sells must be pretty good.

Tim:                Yeah, well he’s an engineer by trade, dyslexic and attention deficit, high attention deficit disorder which he told me right at the top of the interview which is kind of interesting. So anyone listening can catch that interview on SmallBusinessBigMarketing.com but that’s extremely epic isn’t it?

James:            Yes. So how can an average person create epic shit? Well firstly, they don’t have to do it themselves. They can have someone do it. You can definitely hire a camera crew or production come in and make a documentary or go and interview your customers for testimonials. You can mail your customers a little camera as a gift and ask them to send you a nice little thing. In my own community, I’ve asked people to submit videos about how they’re using my product and what they like about it that I can intersperse into my news videos and also you can just flip on the audio or the video, you can make screen cams, tours, people are fascinated by reality TV, you don’t have to be super high production values to create this stuff. So you could have it created, you can create it yourself. You can even use the credibility from other people. You can use other people’s information and report on it. You know if there is a video on YouTube, you can probably embed it on your site and say you’re a lawn care company or whatever, you could go on and find a lawn care product from Yates or something and then embed that video on your site and just have a little post about it say, “Here are some ways you can improve the quality of your lawn and make it lush and green. I found this nice video on how to do it and then underneath the video they can say, “If you’d like us to pop out there and have a look at your lawn, check out our free lawn care check-up.” And have a big button and the call to action. So you’re leveraging off someone else’s production values and their work and still being able to create something that is more than the guy next to you. See you just have to do a better job than the guy next to you and most people do a lousy job. In fact 50% of businesses in Australia do not have a website yet. So I think we’re at the cusp of something huge and it’s encouraging to see. Since I published my Own the Racecourse, I ask people, show me your Own the Racecourse implementation and we’re seeing our friends… Jake with his travel industry, he just took the first, the precourse that I did called Authority Leverage and just ramped it up and I see outback operators doing this. I’ve seen Own the Racecourse applied for lots of different industry. Real-estate as well, Japanese language. It works for any business and it’s a matter of being brave enough to flip on a camera and talk to your audience for 2 or 3 minutes. If you can do that, they’ll really appreciate it and you do stand out and it taps into all those different mediums. So that is… that’s beyond SEO but that’s definitely going to get you a good SEO result.

Tim:                Schramko, it would appear that SEO is not dead. What a wonderful summary you’ve given of why it’s not dead, and what we can do to make sure that every singer one of us as business owners rank really well on Google and beyond.

James:            Side note! Just side note there. Since the shortcuts got slapped down the year with the disaster of the blog networks, all the cheap and easier tools stopped working. A lot of the SEO operators have just vacated the industry, not providing service. Our business is actually month on month increasing in the slash SEO is Dead era. It’s stronger than ever and I think that we still haven’t even gotten started. I think it’s just going to be such a big thing and it’s moved towards the content. Just move all your efforts onto your site and let that take care of the offsite stuff a little more.

Tim:                Well said. Now I’ve just captured a couple of episodes of being James Schramko that have come out as you have been speaking. One was the teddy bear archery which is a definite, the second one I just want to see you wondering through the orchard. Maybe in a toga, sandals, straw basket on your side, but there’s a couple of episodes there for sure. Just more content.

James:            More content, that’s it. And we’ll be actually publishing FreedomOcean more regularly now which is quite…

Tim:                We will… oh we keep saying that. You can promise, I won’t… but we will.

James:            Well I’ll turn up.

Tim:                Yeah you can turn up and jabber on but no that’s for sure come the 2013 mate we never make these dates sensitive except it is Christmas time what are you going to back off your 12 hour days, what, 10 – 11 hours?

James:            No. I probably won’t go online on Christmas day most likely that’s usually…

Tim:                Got to love you.

James:            I just hang out with the family on Christmas day.

Tim:                What do you want for Christmas?

James:            You know what I… That’s a tough one to answer. Well I’ve always liked a…

Tim:                Schramko is speechless everyone. There it is. Question of the year. What do you want for Christmas and he’s stumped.

James:            Well I have everything that I want except for I still have to get my Ferrari 458 Italia. Not quite there yet. And I’m thinking it’ll be nice to buy an island.

Tim:                Really?

James:            Yeah.

Tim:                They’re pretty cheap.

James:            You can get a pretty decent island in Australia still with a few acres. Yeah I think it’ll be cool.

Tim:                You can. I was talking to someone, I spoke last week in the International Sailing Federation conference at Sandringham Yacht Club and then that night at dinner, sat next to a lady who lives on the Whitsundays and she was telling me… I can’t remember the prices but you know prices of islands up on the Whitsundays are ridiculously cheap. In fact, Lindeman Island which is an island I stayed at 2 years ago, now closed, that’s what happens when I stay on islands, they close shortly thereafter but it’s sold for like 8 Million dollars and it had a full club med resort on it.

James:            That is really not a lot for an island like LindemanIsland.

Tim:                Mate it’s not. It’s literally a lot of rooms, a few couple of pools, big golf course. It even had a circus school. So where will your island be?

James:            Well it’ll be up in the north coast of Australia somewhere. You know you don’t even get much of a house for 4 or 5 million dollars in the nicer parts of Sydney these days so an island is still… the main concern I have is internet connection but it could hardly be worse than where I am now.

Tim:                I’m sure by the time you come around to actually buying your island; they might have figured that out. Don’t know but okay so you still haven’t answered the question though which I’ll wrap up this episode once you tell me what you really want for Christmas. You can’t have your island just yet or your Ferrari. So what is it?

James:            Well I already got my iPhone 5, that came through. I got my iPad mini. I think Amazon vouchers so I can buy Kindles. I know I’ll be consuming Kindles. I love those things so I’ll be happy with that.

Tim:                Okay, so Amazon so you can buy Kindle, books for your Kindle. Right okay.

James:            Yeah. For my iPhone.

Tim:                Well mate. Love your work, lovely to connect and get through a topic that I know has been on many listener’s minds and other people’s minds. So I reckon this will be quite a shareable episode James.

James:            Hey we should say, “If you like this episode, share it. Let’s see if we can buzz it up a bit and make it a self-sourcing pudding.”

Tim:                Yeah. Wow! And butter scotch at that.

James:            Oh yeah.

Tim:                Hey love your work mate. See you next time.

James:            Thanks Timbo, see you mate.

Tim:                Bye.



  1. Hey Tim and James, big congratulations on reaching 50 episodes. Your content is amazing and I have enjoyed every podcast. Thanks!

  2. Awesome episode, guys. I used the showing up to the party with bodyguard analogy in a pitch today.

  3. I’ve been listening to FO since not long after your first started it. Your ideas and information have greatly helped our business which is not in the IM space as such, however requires an online presence. Between SFA with Andy, SFB, particularly Own the Race course and FO we have learned a great deal. Great work, well done.

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