Hello, everybody. Welcome to this week’s episode of The Social Media Growth Show.
Last week, it was all me. I know you like my voice but, as you know, I like to shake things up (and I kind of owe you an interview)
Good news: today, I bring you Nick Jordan – CMO at Logic Inbound.
He’s joining us to talk all things SEO and how you can start to use SEO to hijack Google relevancy score.
I first met Nick last year when I was in L.A. for the Stacking Growth event, and to be honest with you; I’ve never met a person with all the knowledge about SEO that Nick has.
That’s why I had to bring him to the show.
If you don’t know about Stacking Growth, you got to check it out. It’s an amazing community of marketers, and you should totally consider going to one of their conferences if you’re in the US.
Let’s fire away!
What’s This Show All About
- Who’s Nick Jordan
- What Got Nick Into SEO
- How Logic Inbound Grew So Quickly
- Increase Your Website Traffic Using SEO Techniques
- How To Do a Simple Keyword Research
According to his LinkedIn, Nick is passionate about building businesses and has a million side projects, but there must be more behind those glasses. So, let’s see what he’s got to say.
“I’ve been building my own and other people’s companies for around 10 years. I finished college and moved to Rio de Janeiro. When I got back I started doing my first startup: it was a B2C focused on helping people dress better because I didn’t know how to dress myself and was hoping someone would give me advice.”
Although his first platform didn’t work out, his first setback helped him hone his skills. He focused on developing value propositions centered on making or saving money and built his second business.
His second startup was a B2B real estate platform to manage classified ads and selling those capabilities to real state agents.
Sadly, that startup didn’t work out either.
Then, he joined another startup that grew to 200 people in 4 years organically, seeing significant revenue growth. In that company, he was responsible for driving relationships with the biggest hosting providers and telecom companies across several continents.
Clearly, Nick is not a quitter, guys.
But eventually, that job wasn’t fun anymore. And, as you know, I get that feeling.
After quitting, Nick traveled around Southeast Asia, and when he came back, he joined Logic Inbound, where he’s been working for 3 years.
Nick works at his home office with a beautiful view and uses a treadmill desk where he puts around 5 miles a day while working. He’s even walking while talking to me.
(I had no clue he was walking)
Well, I’m visiting my parents’ house at the moment so I’m recording this podcast in my little brother’s bedroom surrounded by Marvel posters.
What Got Nick Into SEO
When Nick was seven months into his trip, a friend called him to help him drive some sales for his company. He said yes and got on board. He says:
“I knew the best salespeople also have a strong technical background, so I knew it was important to learn the nitty gritty and I did that by SEOing our agency’s site, Logic Inbound, and now our traffic is around 67,000 organic searches a month.”
The best part of it?
Logic Inbound grew that much in only 12 months.
One of the reasons they managed to do it is because they don’t only sell SEO services. They also consume them themselves.
As a new SEO agency, the way they had to build trust was to implement SEO strategies to leverage their own services and show what they were doing.
And they’ve seen great returns from that.
Check this video of Nick sharing his SEO sorcery. (I’d advise you to wear safety goggles because is H O T)
How Logic Inbound Traffic Grew So Quickly
In Nick’s words, Logic Inbound is “100% focused on search marketing.”
However, what makes Logic Inbound unique is how their customer demographic changed.
When Nick came on board, the company was working for local businesses and, in many cases, local businesses are never a good way to start your own business because their marketing budget is tied to other things and might never prioritize marketing efforts.
And, in total honesty, after working for big hosting companies like GoDaddy and AT&T, working for local businesses doesn’t seem like a lot of fun.
Besides, for local businesses, the money they can pay is often tied to the value a marketer can drive. Unfortunately, for local businesses, that value is limited.
That’s when it hit him:
Growth is all about building relationships.
To produce the goals the company had set for themselves, they had to move upmarket to attract bigger customers.
And the most important thing they did to grow was to create partnerships with other agencies.
In fact, one of their larger customers was a referral from another big agency they had a good relationship with.
That helped them position themselves.
So, what’s Nick’s secret?
Simple: talk to larger agencies
Larger agencies know the business and can help you talk to those big companies you’re trying to target because they have already built trust with their customer base and they can recommend you, which reduces the social proof needed for you to approach them.
That, and a great implementation of an SEO strategy.
How To Increase Your Website Traffic Using SEO Techniques
When it comes to SEO and search marketing, Nick says, it’s easy to become dry, technical, and boring.
That’s something you have to stay away from.
According to Backlinko, there are 200 search signals you have to follow to rank. Without a doubt, this can be super frustrating and overwhelming.
So, what drives search rankings and how can you improve your Google relevancy score?
But, you have to remember that, at the end of the day, Google’s main goal is to drive the highest quality, most relevant search results for any given query.
And how you show Google you are relevant?
Well, sit tight and listen; this will blow your minds.
If you are into video, too, check below and watch everything on a cool, super actionable video.
The example Nick uses is a post about How To Contact Instagram, which one of Logic Inbound’s top ranking posts.
Google found that content that’s longer than the competition has more views, better engagement, and less bounce rates. In this case, their content was definitely longer than their competition; even longer than the one on Instagram’s website.
Google loves structure. Good, relevant headings, bullet points, lists, embedded videos, all those things drive user engagement, leading to Google to prioritize it over other sites.
Things like your meta title, meta description, and your page’s URL are things you need to check to help Google see you as relevant. Keep your title and your URL aligned with your meta description.
Linking to other sites is also a good idea because it lets Google know you’re building relationships with other sites. It also creates trust because it lets your visitors know you’re not making things up.
Create Content People Are Looking For
Logic Inbound doesn’t even write content about search marketing. Instead, they write about things people are actively looking for. This means seeking content opportunities in unexpected places as they did with their posts about Shopify and Instagram.
How To Do a Simple Keyword Research
The software Nick is using is called Ahrefs (none of us have a relationship with them; it’s just a pretty cool piece of the SEO toolbox)
Don’t Go Too Specific
When you’re doing your first keyword search, go as broad as possible. That will give you many ideas about potential content that you can filter afterward.
Use Informational Keyword
Make sure you include informational terms in your keyword search. Go for things like “How, why, when, where, what” because these are terms people use to find information about things.
What’s Nick Excited About Right Now?
Next week, Logic Inbound is doing a really big event with Vulcan (Vulcan is a holding company owned by Paul Allen, the founder and CTO of Microsoft).
They have a music event called the Upstream Music Fest that is kind of like the South by Southwest of the Pacific Northwest and Logic Inbound would be part of the event’s marketing efforts, along with some of L.A. ’s top growth marketers.
That’s it for today, guys. I’m super pumped; this has been one of the most actionable episodes of the episode so far.
Nick just blew it out of the water. I’m sorry if the structure of this episode was rather weird, but I know you probably got some insanely helpful tips from it, as I did.
- Talking to larger agencies can help you grow yours
- Make sure your content is relevant and aligned with what people are looking for
- Google favors long content
- Link to other people’s websites and build relationships with them